Julie Rotuno, CEO of Mid Atlantic Packaging Co, on Leading a Second Generation Business into the Future

Julie Rotuno is the second generation CEO of Mid Atlantic Packaging Co, a 44 year old retail packaging wholesale company founded by her parents. The company helps independent retailers and product based brands turn everyday packaging into a true brand experience, from custom branded bags and boxes to elevated stock solutions.

After joining the family business 18 years ago and officially stepping into the CEO role in June 2023, Julie is focused on honoring the legacy her parents built while modernizing the company for the future. As a mother of two and wife to an Air Force veteran, she is passionate about helping other entrepreneurs succeed while building a life aligned with her values.

Please share a brief introduction and your business:

Julie Rotuno is the second-generation CEO of Mid-Atlantic Packaging, a 44 year old retail packaging wholesale company. We help independent retailers and brands turn everyday packaging into a brand experience - from custom branded bags and boxes to stock solutions that still feel elevated. As a Mom of two teenage daughters and a wife to an Air Force Veteran, I love helping other entrepreneurs succeed in making their business dreams come true!

Did you always know you wanted to be an entrepreneur?

As a teenager I went back and forth between being an entrepreneur and being a teacher. While I use my teaching skillsets daily as an entrepreneur, this is the world I was meant to be in!

Do you have a co-founder?

My parents founded the company 44 years ago.

Are you a mamaprenista?

Being a Mamaprenista can be very challenging. I have set up hard boundaries of what I am not willing to miss for my family, and I schedule my business around those to the best of my ability.

Take us back to when you launched? What was your marketing strategy?

Over our history, marketing strategies have continued to develop, change and evolve. Today looks very different than it was even 5 years ago!

What accomplishments are you the most proud of to date in your business?

I took over as CEO in June 2023. I am very proud of the fact that I am building upon the legacy of my company, while moving it into the future.

What is one thing you wish you had known when you started your Entreprenista journey?

To get in the room with other female founders more quickly! Having people in your corner who are going through/have gone through similar life events/ challenges is so helpful! To simply not feel as alone. 

What did you do before starting your own business?

I went to college for education and was a first-grade teacher for 2 years before deciding the business world was where I wanted to be.

What made you take the leap to start your own business?

I am the second generation of Mid-Atlantic Packaging. My parents founded the company 44 years ago. 18 years ago, I "officially" joined the company full time. I wanted to create my own path and build the life that I wanted to live.

Do you have any recent wins?

I will be speaking at NY Now in February.

Who are your customers?

We service a wide range of customers, ranging from independent retailers, product-based businesses, third party marketing firms, food & gourmet shops, and more.

What's your top productivity tip?

Have your 3 most important things you need to accomplish daily. Also know what your 3 core anchors are for each quarter, and for the year.

What's your favorite business tool?

At the moment it is integrating AI like chatbot into my business where I can make sure our human brains are focusing on the things we truly should be.

What's your approach to work-life balance?

I have already come to terms with the fact that there is not a work-life balance. Instead, I know what areas of my life require more of me when, and I do my best to show up where it matters to me most as much as possible. For example, being at my daughters' sporting events.

How do you avoid burn-out?

Honestly, I am still working on this! I continue to work on setting boundaries and making time for myself.

What advice do you have for aspiring Entreprenistas?

Get in the room with other business owners who are where you want to be. It is amazing how doing just that will allow your own ceiling to rise as far as just how big you can dream and then go out and make it happen.

Julie Rotuno’s journey reflects what it means to evolve a legacy business with intention. By building upon a strong foundation while embracing innovation, leadership growth, and community, she is positioning Mid Atlantic Packaging Co for its next chapter.

If you’re a woman founder looking to surround yourself with other ambitious business owners, gain perspective, and grow your vision bigger than you imagined, Entreprenista connects you with the relationships and opportunities that help you move forward with confidence. Learn more about joining Entreprenista League.