023: Customized Carbonation: Popping the Lid on Personalized Hydration with John Thorp & Buzz Wiggins
Release Date: 01/14/2025
051: Marketing Mythbusters: What Really Makes Customers Buy with Jeff Greenfield
Essential Ingredients Podcast
“The truth is, when you start checking out other brands, you will start to notice how inconsistent they are. So just by being consistent, you're already ahead of the game.” —Jeff Greenfield. Most entrepreneurs are drowning in a sea of marketing noise, desperately trying to be heard while burning through limited resources with little measurable return. But the real battle isn't about having the most sophisticated tactics, but about crafting a message so compelling that it cuts through the digital clutter and speaks directly to our ideal customer's deepest desires and unspoken...
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050: Skin Deep: The Surprising Power of Natural, Locally-Sourced Beauty Products with Nancy Rimbergas
Essential Ingredients Podcast
“You follow your passion, and when you have a purpose behind it, everything becomes a little bit clearer.” —Nancy Rimbergas Clean beauty isn't just another Instagram hashtag—it's a real movement that starts with actually caring about what we're putting on our skin. Every lotion, cream, or serum is like a tiny decision that ripples out, affecting not just our body, but the whole planet. We're not just buying products anymore; we're voting with our dollars, pushing brands to be real about their ingredients, and showing the beauty industry that we want something better. Nancy...
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049: NASA's Dental Care Secret: Saving Teeth with Eco-Friendly Space-Age Tech with Belinda Lau
Essential Ingredients Podcast
“I had to find that niche, that core community of people who were trying to solve the same problems that I was and who were passionate about the solution. But if I hadn’t found that, I think it would be tough to try to keep promoting your product and your brand without actually knowing where it fits.” —Belinda Lau Every toothpaste tube and toothbrush we've ever used might still be existing somewhere on this planet! Plastic dental care products are silent environmental destroyers, with each toothbrush lingering for about 500 years in landfills and oceans. Belinda Lau,...
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048: Taste Training: How to Turn Picky Eaters into Food Explorers
Essential Ingredients Podcast
Episode Description: “In the CPG industry, so many individuals are just so friendly and eager to help emerging brands and founders succeed. Ask for help and they’re always willing to make an introduction.” —Danny Auld Early childhood nutrition is more than just filling tiny bellies with food. It's about creating lifelong eating habits that can shape health, curiosity, and cultural understanding. The first few years of a child's diet can determine their relationship with food for decades to come. Danny Auld and David Fullner are the co-founders of , a groundbreaking baby food...
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047: Waste Less, Taste More: Tasty Guide to Pickling Everything with Sam Paone
Essential Ingredients Podcast
Episode Description: “I would say stick to your values because once we start to slip on that, everybody knows it and we’re not authentic anymore— and what people want is the transparency of who’s making their food.” —Sam Paone We've all been there—watching those beautiful farmers market finds slowly wilt in the fridge, feeling guilty with every sad, soggy leaf. What if there was a delicious way to rescue those forgotten vegetables and turn them into something not just healthy and edible, but absolutely crave-worthy? Sam Paone is a culinary alchemist who traded restaurant...
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046: Your Kitchen, Your Garden: The Indoor Farming Game Changer with Conner Tidd
Essential Ingredients Podcast
Episode Description: “How can we make growing your own food possible in environments where it normally wasn’t? Or can we drastically lower the impact of water use, fertilizer use, or resources used to drive to the grocery store? That’s a big impact that we can have if we can allow you to grow your own food right at home.” —Conner Tidd What if you could grow fresh, pesticide-free produce just steps from your refrigerator, regardless of where you live? Indoor vertical farming isn't just a trend— it's a revolutionary approach to sustainable, accessible food production....
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045: Urban Food Hacking: Your Yard's Hidden Food Potential with Marjory Wildcraft
Essential Ingredients Podcast
Episode Description: “Once you start eating your own food, it expands your taste horizons and you can’t be afraid to experiment. If it doesn’t work out and it’s horrible, just put it in the compost bucket and start over. It’s okay, you’ll be fine.” —Marjory Wildcraft Food is not just sustenance; it's a fundamental human right that we've outsourced to complex, fragile systems. This disconnection from food sources has transformed us into passive consumers dependent on a market that creates an illusion of abundance, masking a precarious supply chain that can unravel in...
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044: Entrepreneurial Flavor: Breaking Barriers in the Healthy Snack Market with Seena Chriti
Essential Ingredients Podcast
Episode Description: “I don’t have an MBA. I only have a food knowledge background, and that doesn’t make me an expert, either. But I know how to inquire and how to connect. So I have just been digging and grinding through my process, always finding the answers when I need them.” —Seena Chriti Snack innovation is more than just creating a product—it's about telling a cultural story through flavor. Every bite carries the potential to bridge traditions and challenge culinary expectations. Seena Chriti is a culinary arts graduate from Mexico City with a...
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043: Farming Forward: How Regenerative Methods Are Rewriting Agriculture with Jason Walker
Essential Ingredients Podcast
Episode Description: “We need to think more about the ecosystem, and it’s not always the cheapest way to do stuff. I think we’re just trying to make a difference. And if we can make a living while making a difference, then that’s really important.” —Jason Walker Regenerative organic farming is more than just a method—it's a revolutionary approach to healing our planet's most critical resource: soil. It offers a holistic approach that sees agriculture not as an extraction process but as a recuperative, life-giving partnership with the Earth. Jason Walker is a visionary...
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042: From Tap to Table: Smart Water Storage Techniques for Modern Communities with Jamiah Hargins
Essential Ingredients Podcast
Episode Description: “Trust that you can do the Math and that you have the tenacity and that nature will give you way more opportunities than you even need.” —Jamiah Hargins Imagine a world where water conservation isn't just a choice, but a critical strategy to survival. Water isn't just slipping through our fingers—it's vanishing before our eyes. Yet, our current consumption patterns are writing a dangerous narrative for future generations. Hence, the silent crisis of water conservation demands immediate, innovative solutions that reimagine how we interact with...
info_outline“There are ups and downs through all of that. You have to be prepared for those days when things don't feel like they're moving ahead. And you have to bring the same type of passion, the same drive on either type of day.” —John Thorp
“You're never trying to get a yes out of anyone you're talking to when you are an early founder; you are trying to get a not, no… If it's getting bad feedback, fix it immediately and go right back. You have the ability to change someone's mind after they've made an opinion.” —Buzz Wiggins
Sparkling water has become a beloved beverage for its refreshing fizz and health-conscious appeal. Yet, the environmental impact of single-use containers and the lack of customization options have left many consumers seeking a more sustainable and personalized solution. How can we rethink the way we enjoy carbonated drinks?
John Thorp and Buzz Wiggins, the co-founders of Aerflo, have dedicated themselves to revolutionizing the sparkling water experience. With their innovative portable carbonation system, they are empowering consumers to take control of their hydration while minimizing waste.
Tune in as Justine Reichman sits down with John and Buzz to discuss their entrepreneurial journey, the challenges of building a sustainable product, the far-reaching benefits of their approach to sparkling water, the benefits of having the right co-founder, the lie we were all made to believe about recycling, and more!
Meet John:
With over a decade of experience as an alternative investment professional, John Thorp brings a strong business acumen and strategic mindset to Aerflo. John is passionate about designing sustainable products that improve the lives of consumers while also reducing environmental impact. Under his leadership, Aerflo has developed innovative carbonation technology and established a unique refill model to move beyond single-use waste. John is committed to building a company that creates positive change through thoughtful, consumer-centric design.
Meet Buzz:
As a skilled designer and problem-solver, Buzz Wiggins has been instrumental in the development of Aerflo's innovative product design and packaging. Leveraging his expertise in product design and optimization, Buzz has led the team in creating a seamless user experience while also ensuring the environmental sustainability of the Aerflo system. Buzz's creative approach and attention to detail have been crucial in bringing Aerflo's vision to life.
Connect with Aerflo:
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Episode Highlights:
02:07 The Inspiration Behind Aerflo
16:33 Challenges and Prototyping
22:10 Business Building Lessons
31:50 Focus on Environmental Impact
34:30 The Lie We Were Made to Believe