How 2 SLO friends built an innovative packaging company for small businesses

Four years after Cal Poly graduate Heeva Asefvaziri dreamed up the idea for a company specializing in custom packaging, Flush Packaging has expanded into a new, bigger warehouse in Paso Robles.

Asefvaziri, Flush Packaging’s founder and CEO, said he wanted to provide companies with made-to-order boxes while reducing costs and waste — something he said was previously “out of reach” for many small businesses.

“Our mission is to have packaging available that eliminates the need for bubble wrap and makes people’s lives easier so they can grow their business online,” Asefvaziri said. “ That’s really the essence of the company is providing a resource for people.”

Asefvaziri, a San Luis Obispo native who graduated from Cal Poly with a degree in industrial technology and packaging, runs Flush Packaging with managing partner and chief financial officer Randy Baudendistel, who graduated from San Luis Obispo High School.

Prior to its move to San Luis Obispo County, Flush Packaging was housed in a small warehouse in Ventura. Now, the company, which has just under 10 team members, is housed in an 8,000-square-foot warehouse.

Baudendistel said it is exciting to be back on the Central Coast.

“We both grew up here from elementary school, to middle school and through high school,” Baudendistel said. “We’re excited to have local businesses find us and (to) make custom products for their businesses.”

Paso Robles company makes custom packaging

Asefvaziri started Flush Packaging in April 2019 while living in Ventura.

The company’s name, according to Asefvaziri, refers to the way the boxes seamlessly fit together with the products they house.

The world of packaging is divided into primary packaging — containers that hold the product, such as jars and bottles — and secondary packaging, which refers to the containers around the primary packaging.

Flush Packaging focuses on secondary packaging and ensures its boxes are highly tailored to each individual product, Asefvaziri explained.

“Most people like to use that expression ‘to think outside of the box,’ ” Asefvaziri said. “We think inside the box because it’s just so often neglected.”

.Although Flush Packaging now makes packaging for countless different products, the company started out making boxes for candle manufacturers.

Because thousands of people sell candles online, Asefvaziri said it was a good-sized market in which to grow the business in the beginning.

Candle makers remain a large segment of Flush Packaging’s customer base.

In addition, the Paso Robles business makes custom packaging for different food companies selling items such as barbecue sauces and syrups and health and beauty companies selling creams, lotions and bath salts.

How does Flush Packaging design its products?

To design packaging, Asefvaziri and Baudendistel start by taking the measurements of a jar or container. Then they figure out the configuration they want to offer, evaluate different characteristics such as fragility and then they develop initial prototypes.

After the design process, Each prototype must undergo “vigorous testing” that may include dropping the product off the roof of the building or throwing the product across the warehouse, according to Asefvaziri.

“We really try to put the beating on our boxes when we’re testing them, because we know the real world of handling is really harsh,” Asefvaziri explained.

In the past year since opening the warehouse in Paso Robles, Flush Packaging has been able to add new products to its website and begin making custom designs for slightly larger businesses.

According to Asefvaziri, the new warehouse gives the team a lot more flexibility to grow in the coming years.

Looking ahead, Asefvaziri hopes he and his team will be able to continue to develop more products for people and hopes to continue working on strategic partnerships with companies that have similar goals.

This story was originally published July 26, 2023 at 5:00 AM.