Crafting Identity: Anna Ison on Design, Culture, and Entrepreneurship
The Firebelly Social Show
Anna Ison is the Founder and Principal Creative at Auros Design, a studio specializing in strategic packaging and brand design for CPG brands. Her firm helps brands grow through memorable visual identities, packaging, and portfolio architecture that stand out on the shelf and align with brand strategy. With over 20 years of experience at top-tier NYC agencies, Anna brings big-brand sophistication into a nimble, hands-on studio model. She’s also collaborated with firms such as Jones Knowles Ritchie, Dragon Rouge, Pearlfisher, and Happy Family Brands. In this episode… Design is often the...
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Jordan Buckner On Supporting Emerging Brands
The Firebelly Social Show
Jordan Buckner is the Founder of Foodbevy, an online community that helps food and beverage entrepreneurs grow from startup to scale through education, networking, and curated resources. As a serial entrepreneur and startup advisor, he is passionate about elevating minority-owned and women-led brands in the CPG space. He launched Foodbevy in April 2020 to reduce gaps in access to suppliers, investors, retail buyers, and tools for emerging brands. In this episode… Breaking into the food and beverage industry is tough, especially for first-time founders. Between sourcing, packaging, and...
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Mike Levinson On Food Service & Alternative Channels For Emerging Brands
The Firebelly Social Show
Mike Levinson, RD, is the Founder of FS Octopus, a Colorado-based consultancy helping emerging CPG brands break into foodservice and alternative channels through strategic distribution, marketing, and channel positioning. With over 25 years of experience across foodservice and retail — from startups like CAULIPOWER to large-scale operations like Performance Food Group and Palermo’s Pizza — he brings deep industry insight. A registered dietitian by training, Mike leverages his nutrition background and extensive supply chain expertise to guide brands through the complex foodservice...
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Belle Sharon On Science, Art & Family
The Firebelly Social Show
Belle Sharon, PhD, MBA, is the Co‑founder and President of Belle’s Gourmet Popcorn, a Dallas-based, small-batch popcorn brand celebrated for its clean ingredients and bold, flavor-driven approach. With a background in food science, microbiology, food safety, and regulatory compliance, she leads ingredient sourcing and recipe development, ensuring all products meet FDA standards. Under her leadership, Belle’s has earned national acclaim by winning Best in Show for Matcha Latte and Best Salty Snack for Dubai Chocolate at the 2025 Sweets & Snacks Expo. In this episode… Breaking...
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Gregory Willis: Flavors, Innovation & The Green Suit
The Firebelly Social Show
Gregory Willis is the Founder and President of Senspire, the company behind Flavor Studio — a cloud-based platform helping food and beverage companies accelerate innovation through tools for recipe development, nutritional analysis, sensory testing, and project management. He is a creative entrepreneur and flavor scientist who has built a career at the intersection of food, technology, and design. Earlier in his career, Gregory served as COO at Treasure8, where he led the development of patented dehydration technologies to reduce food waste and improve access to nutrition. He also authored...
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Jay Baer On The Tequila Seekers
The Firebelly Social Show
Jay Baer is the Co-founder of Slingshot, a network of craft tequila brands dedicated to authenticity, quality, and culture. He is a renowned business growth and customer experience strategist, celebrated for his dynamic keynote speeches and best-selling marketing books. A seventh-generation entrepreneur, Jay has built five multimillion-dollar companies and advised over 700 brands, including Caterpillar, Nike, 3M, Oracle, and adidas. He also hosts The Spirit Guides, a show that delves into the stories of prominent spirit creators. In this episode… Many food and beverage brands struggle...
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Brooks Addington On How TÖST Is Adding Meaning To The World
The Firebelly Social Show
Brooks Addington is the CEO of TÖST Beverages, a company renowned for its sophisticated, non-alcoholic sparkling beverages. With over two decades of experience in consumer goods and finance, he has successfully expanded TÖST's distribution to over 10,000 accounts across all 50 US states and eight countries. Under his leadership, TÖST has partnered with major national retailers such as Whole Foods Market, Sprouts, HEB, and Walmart. Additionally, Brooks serves as a board member and founding partner of the Adult Non-Alcoholic Beverage Association (ANBA), contributing to the growth and...
info_outline![[Sweets And Snacks Show] How Founders Are Transforming The Snack Aisle show art](https://assets.libsyn.com/item/37086840?height=50&width=50)
[Sweets And Snacks Show] How Founders Are Transforming The Snack Aisle
The Firebelly Social Show
Paul Fricke is the Co-founder of Nomad Snacks, a company renowned for its globally inspired popcorn flavors that blend culinary creativity with adventurous spirit. Under his leadership, Nomad Snacks has garnered multiple accolades, including the Most Innovative New Product Award at the Sweets & Snacks Expo in Indianapolis. In addition to his work in the food industry, Paul is the Founder and Managing Partner of Fricke & Barnes Law, a Carlsbad-based boutique law firm serving businesses across a wide range of industries. Daniel Sobek is the Co-founder of Nomad Snacks, where he...
info_outline![[Sweets And Snacks Show] Founders Redefining Treats With Innovation And Inclusivity show art](https://assets.libsyn.com/item/36995245?height=50&width=50)
[Sweets And Snacks Show] Founders Redefining Treats With Innovation And Inclusivity
The Firebelly Social Show
Elvin Willgrass is the Sales Director of Freedom Confectionery, a UK-based company renowned for its inclusive, plant-based, and allergen-free confectionery products. Under his leadership, the company has launched several innovative treats, including the world’s first chocolate-coated vegan gummy bar in collaboration with Pusheen. Prior to joining Freedom Confectionery, Elvin served as Managing Director at Makara Beer Company and General Manager at Lancaster Brewery. Kyle Tilley is the COO of Grazy, a Canadian plant-based ice cream brand known for its dairy-free soft serve and pints. He plays...
info_outline![[Sweets And Snacks Show] Flavor Innovation & Family Roots show art](https://assets.libsyn.com/item/36885975?height=50&width=50)
[Sweets And Snacks Show] Flavor Innovation & Family Roots
The Firebelly Social Show
Dror Sharon is the Co-founder and CEO of Belle’s Gourmet Popcorn, a Dallas-based company known for its handcrafted, small-batch popcorn made with high-quality ingredients. Originally from Israel, he brings a rich culinary background to the brand, having progressed from cook to kitchen manager in the hospitality industry. Dror's passion for flavor innovation has led Belle’s to create unique popcorn varieties, such as matcha latte and Dubai chocolate, earning accolades like Best in Show at the 2025 Sweets & Snacks Expo. Under his leadership, Belle’s has grown from a local venture into...
info_outlineBelle Sharon, PhD, MBA, is the Co‑founder and President of Belle’s Gourmet Popcorn, a Dallas-based, small-batch popcorn brand celebrated for its clean ingredients and bold, flavor-driven approach. With a background in food science, microbiology, food safety, and regulatory compliance, she leads ingredient sourcing and recipe development, ensuring all products meet FDA standards. Under her leadership, Belle’s has earned national acclaim by winning Best in Show for Matcha Latte and Best Salty Snack for Dubai Chocolate at the 2025 Sweets & Snacks Expo.
In this episode…
Breaking into the competitive snack food market with a mission-driven brand is no small feat, especially when trying to balance clean ingredients, family values, and innovation. Many entrepreneurs in the food space struggle to scale production while staying true to their principles. How can a small family-run company compete with national snack brands without compromising quality or identity?
Belle Sharon, a scientist with a PhD in molecular biology and an MBA, shares how she leveraged her expertise in food safety and compliance to create craveable, better-for-you popcorn. She discusses how her family, especially her young son, played a key role in inspiring a full brand reimagining, leading to a cleaner label, inventive new flavors, and character-driven branding. Belle also offers insights into running a business as a mom, keeping innovation agile with a small team, and collaborating with universities to develop young talent.
On this episode of the Firebelly Social Show, Duncan Alney talks with Belle Sharon, Co-founder and President of Belle’s Gourmet Popcorn, about how family and food science drive brand transformation. Belle explains the motivation behind their rebrand, the importance of consumer trust, and how her team stays ahead of trends. She also discusses the snack aisle challenges, personality-driven flavors, and retail expansion.