[Expo West Series] Exploring Mission-Driven Brands At Expo West

Cale Nelson is the Chief Commercial Officer of Local Hive Honey, a brand with a century of heritage in producing 100% US local raw honey. With a keen focus on innovation and sustainability, Cale leads the brand's expansion into new product categories, including a line of honey-based hot sauces. He champions the importance of supporting local American beekeepers, both for quality products and for the essential role of pollinators in agriculture. By prioritizing consumer needs and leveraging extensive market research, Cale has driven Local Hive Honey to be a leading contender in the natural and conventional channels. 

Elizabeth Corbett is the President of Enterprise Sales at AE Global, a custom packaging design and supply chain solutions provider. With over two decades of experience, she has developed sustainable packaging solutions for prominent brands such as Starbucks, Tiffany & Co., and Estée Lauder. Specializing in the cannabis sector for the past eight years, Elizabeth is passionate about creating environmentally responsible and sustainable packaging solutions. She holds a Bachelor of Arts in Journalism and Business from the University of Oregon and is a founding member of Seattle Women in Business for Good.

Mercedes Tarantino is the Director of Sales Enterprise at AE Global, a leading packaging solutions company based in Miami, Florida. She plays a key role in shaping the company's sales strategies and building strong client relationships. Mercedes holds a bachelor’s degree in business administration with a focus on marketing from East Carolina University and was an active member of the Alpha Phi fraternity. Her commitment to sustainability is evident through participating in events like Natural Products Expo West, where she discusses certified plastic-negative solutions for brands.

Björn Steinar Jónsson is the Founder and CEO of Saltverk, an Icelandic company renowned for its sustainable, hand-harvested sea salt produced using geothermal energy. After completing his engineering studies in Copenhagen and working at IBM, he returned to Iceland in 2011 to revive the 18th-century tradition of salt-making in the remote Westfjords region. By harnessing the area's geothermal resources, Saltverk produces high-quality sea salt with zero carbon footprint, supplying top chefs and culinary enthusiasts worldwide. Beyond Saltverk, Björn co-owns Skál!, a Michelin Bib Gourmand-awarded restaurant in Reykjavik, reflecting his deep passion for food and sustainability.

Linh Pham is the Co-founder and Creative Director of Pocket's Chocolates, a women- and AAPI-owned company based in Monrovia, California, specializing in oat milk chocolate snacks with innovative flavors and reduced sugar content. As Creative Director, Linh has played a key role in incorporating Asian-inspired flavors into the product lineup, including Vietnamese Coffee and Black Sesame. Her dedication to crafting high-quality, plant-based confections has earned significant recognition, such as the NEXTY Award for Best New Sweet Snack in 2023 for Pocket’s Black Sesame Chocolate Almonds.

Calum Haggerty is the Founder of OTHERLY, a B Corp-certified company specializing in oat milk-based chocolates. Before entering the chocolate industry, he worked as a firefighter in Edinburgh and earned a BA in business and finance from Heriot-Watt University. Calum is also the Founder of UP-UP Chocolate, which produces single-estate, ethically sourced chocolate from Colombia. Before these ventures, he acquired COCO Chocolatier in 2013, transforming it into a renowned brand celebrated for its fusion of art and ethically sourced chocolate.

Justin Durham is the CEO of Sisters Coffee Company, a family-owned business founded by his parents, Winfield and Joy Durham, in 1989. After earning his degree from Concordia University in Portland, he gained experience in the coffee industry before returning to Sisters around 2004 to assist in expanding the family enterprise. Under his leadership, the company has grown to operate three cafés — Sisters, Old Mill, and Pearl — and roasts approximately 500,000 pounds of coffee annually. Justin's commitment to honoring his parents' legacy while innovating for the future has been instrumental in the company's sustained success and recent brand refresh celebrating 35 years in business.

Jared Durham is the Chief Development Officer of Sisters Coffee Company, a family-owned business established by his parents in 1989. Alongside his siblings, he has been instrumental in expanding the company's presence, including overseeing the opening of a café in Bend's Old Mill District in 2021. His leadership emphasizes honoring the family's legacy while fostering innovation and growth within the coffee industry. Jared's dedication to the business has contributed to Sisters Coffee Company's reputation for quality and community engagement.

Jesse Durham is the Chief Strategy Officer of Sisters Coffee Company, a family business founded by her parents in 1989. Collaborating with her brothers, she has been instrumental in expanding the company's reach, including overseeing a significant brand refresh in 2024 to celebrate the company's 35th anniversary. Her leadership focuses on fostering transparency, fairness, and quality throughout the supply chain, and she has spearheaded initiatives such as transitioning to biodegradable packaging and supporting gender equity in coffee production. Jesse's dedication to innovation and community engagement drives Sisters Coffee Company's growth and reputation in the specialty coffee industry.

In this episode…

Navigating the ever-evolving food and beverage industry can be overwhelming for brands trying to stand out. With countless new products, shifting trends, and rising consumer expectations around health, sustainability, and transparency — how can emerging companies break through the noise and make a meaningful impact?

Guests like Cale Nelson, a specialist in honey-based product innovation, and Mercedes Tarantino, an expert in sustainable packaging, offer insights into how brands can differentiate through flavor, clean ingredients, and strategic presentation. Elizabeth Corbett emphasizes the importance of intentional booth engagement at trade shows, while Björn Steinar Jónsson underscores how authentic sustainability — like using geothermal energy for salt production — can resonate with buyers. Linh Pham and Calum Haggerty explore the value of oat milk in chocolate, and Justin, Jared, and Jesse Durham reflect on building a mission-driven coffee brand rooted in legacy, flavor, and community connection.

In this episode of the Firebelly Social Show, Duncan Alney interviews food and beverage industry leaders about the intersection of sustainability and innovation in food. They share insights on geothermal salt production works, flavor trends, retail expansion, and consumer engagement. They also discuss oat milk chocolate, highlight branding through illustration, and share hot honey success.