The Firebelly Social Show
The Firebelly Social Show features food and beverage brands that are on a mission to make the world better.
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Eric Martindale: The Future Of Retail Is Digital
01/30/2026
Eric Martindale: The Future Of Retail Is Digital
Eric Martindale is the Founder and CEO of Elite Commerce Group, a full-service agency specializing in Amazon and retail media. Under his leadership, the company has driven over half a billion dollars in retail sales for clients, maintaining a strong focus on testing and innovation to stay at the forefront of digital marketing. A former Marine officer and adventure athlete turned e-commerce authority, Eric is also a passionate technocrat interested in futurism. His unique perspective stems from identifying and exploiting retail frontiers before they become mainstream. In this episode… Retail isn’t just changing online anymore — it’s changing everywhere you look, from the checkout line to the end cap. The real question is, as stores become more digital by the day, what does the future of shopping actually look like? Eric Martindale, a top expert in retail strategy, believes the future of shopping is all about adding digital layers to every physical store visit. He points to everything from mobile checkout to interactive screens and even smart carts as signs that physical retail is becoming inseparable from technology. The takeaway is clear: brands that embrace this shift now will be the ones that stay visible, competitive, and connected to shoppers. On this episode of the Firebelly Social Show, Duncan Alney is joined by Eric Martindale, Founder and CEO of Elite Commerce Group, to discuss how digital transformation is reshaping the future of retail. They explore BJ’s push toward digitization, Target’s delivery race, and Walmart’s e-commerce leadership. Eric also discusses how social media and AI commerce will soon impact in-store shopping.
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Dinos Stamoulis: Real Food. Real Talk.
01/23/2026
Dinos Stamoulis: Real Food. Real Talk.
Dinos Stamoulis is the Co-founder and Chief of Awesomeness at Paleonola, a company dedicated to crafting delicious grain-free products made from real food ingredients. Under Dinos’ leadership, Paleonola has grown from a local Rhode Island farmers market favorite into a nationwide brand and pioneer in the grain-free movement, maintaining its original values for over 14 years. He is passionate about helping consumers rediscover the power of real food and often shares insights on entrepreneurship and marketing with other founders in the food space. In this episode… Food trends come and go, but every now and then, a conversation cuts through the noise and gets back to what actually matters. When labels get louder and ingredients get stranger, how do you decide what “real food” really means and who’s willing to stand by it? For Dinos Stamoulis, the answer is simple: real food should stay real. Drawing from his experience as an early pioneer in grain-free eating, Dinos explains that you don’t need labs, shortcuts, or trend chasing to make something great. He points to the discipline of saying no — no to diluted ingredients, no to fast growth at the expense of integrity — as the reason trust compounds over time. That mindset doesn’t just shape products; it builds brands people believe in. On this episode of the Firebelly Social Show, Duncan Alney is joined by Dinos Stamoulis, Co-founder and Chief of Awesomeness at Paleonola, to discuss building a grain-free brand rooted in real ingredients and real values. They unpack what it’s like to launch before a trend exists, why educating consumers matters as much as selling, and how staying focused protects a brand’s soul. Dinos also gives advice on avoiding trend chasing and making long-term decisions that actually last.
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Rich Moniz: Eye Tracking
01/16/2026
Rich Moniz: Eye Tracking
Richard “Rich” Moniz is the Founder of Rich Insights Research, a firm that helps CPG brands scientifically optimize their packaging by studying real shopper behavior through advanced eye-tracking technology. With a track record of working with industry giants like Kraft, Mondelez, and Hershey’s, Rich has helped both global CPG leaders and emerging brands create packaging that truly stands out and converts at retail. His work bridges behavioral science and practical insight to help brands make clearer, more confident decisions. In this episode… Packaging has just seconds to earn a shopper’s attention, and most brands never really know if they’re winning that moment. So what actually makes someone stop, look, and choose one product over dozens of others on a crowded shelf? According to Richard “Rich” Moniz, a longtime packaging and shopper behavior researcher, the answer starts with understanding what people notice before they even realize they’re noticing it. He explains that eye tracking reveals the subconscious path a shopper’s eyes take, showing where attention is directed, where it lingers, and where it completely drops off. When brands design with that reality in mind, packaging stops being decoration and starts acting like a silent salesperson that works around the clock. On this episode of the Firebelly Social Show, Duncan Alney talks with Richard “Rich” Moniz, Founder of Rich Insights Research, about eye tracking and shopper behavior. They break down how eye tracking works in real shopping scenarios, why minimalism often outperforms cluttered designs, and how brands can stand out and be understood in seconds. Rich also shares why testing packaging before launch can save brands from costly retail mistakes.
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Laura Markewicz Of Lotza On Turning Trends Into Traction
12/26/2025
Laura Markewicz Of Lotza On Turning Trends Into Traction
Laura Markewicz is the Founder and CEO of Lotza, a party soda brand redefining how adults celebrate with bold flavor and purposeful function. Under Laura’s leadership, Lotza has achieved regional breakout success, advanced to the Startup World Cup regionals, and completed the SKU CPG accelerator amid the rise of mindful drinking. A former advertising executive with 15+ years of experience, she is driven to reshape the beverage industry with inclusive, fun-forward brands. In this episode… Fun used to come with a hangover and a little guilt baked in. What if celebrating didn’t have to be an all-or-nothing choice between going hard and opting out? For Laura Markewicz, the key lies in building something for the people in the middle. Drawing from her experience as a longtime brand strategist and founder, she explains that most consumers aren’t anti-alcohol or fully sober; they’re just more mindful and want options that work with their lives, not against them. That insight reframes celebration as something supportive, social, and flexible rather than restrictive, which is exactly where real traction is being built. On this episode of the Firebelly Social Show, Duncan Alney talks with Laura Markewicz, Founder and CEO of Lotza, about turning cultural trends into real consumer traction. They dig into why the “middle” drinker is underserved, how Lotza is redefining party soda as a modern celebration staple, and what it takes to build a breakout beverage brand in a crowded category. Laura also discusses repositioning Lotza for scale and what she has learned navigating the transition from agency life to CPG founder.
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Emily McIntyre On Building The Future Of Coffee
12/24/2025
Emily McIntyre On Building The Future Of Coffee
Emily McIntyre is the CEO of Swift Coffee Sourcing, a boutique importer specializing in ethically sourced, high-quality coffee from Peru and Ethiopia. Under her leadership, Swift has nearly quadrupled growth expectations in its first year and boasts a newsletter open rate of over 50%, exemplifying her impact as a storyteller and connector in the specialty coffee industry. A former journalist, world traveler, and consultant to over 100 companies, Emily is known for her unconventional career path, operational expertise, and ability to blend narrative with business strategy. In this episode… Coffee, often a staple of daily routines, is far more than a morning pick-me-up. Behind every cup lies a story of resilience, relationships, and complex global systems that are increasingly under pressure. What does it really take to build a sustainable, people-centered future for coffee beyond just brewing a great cup? For Emily McIntyre, the answer starts with human connection, adaptability, and a deep understanding of the coffee supply chain. Drawing from years of experience — and hard-earned lessons from failure and reinvention — she emphasizes that trust-based relationships with producers in Ethiopia and Peru are the backbone of meaningful impact. Emily emphasizes that long-term success in coffee requires people-first leadership, honest communication, and business models that are resilient enough to serve both producers and buyers in a volatile industry. On this episode of the Firebelly Social Show, Duncan Alney talks with Emily McIntyre, CEO of Swift Coffee Sourcing, about her remarkable journey in the world of coffee. Emily shares her experience rebuilding after major setbacks, the importance of authentic storytelling, and how to build resilient relationships with coffee producers in places like Ethiopia and Peru. She also talks about how small importers can survive and thrive in today’s volatile coffee market.
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Jason Davis: NA Golder Lager With A Mission
12/22/2025
Jason Davis: NA Golder Lager With A Mission
Jason Davis is the Founder and Brewer at Reveland Brewing and Peralta Beverage, LLC, a company dedicated to crafting elevated, high-quality non-alcoholic (NA) beers that bring real craft credibility to the fast-growing NA category. Previously, he was the R&D and Innovations Brewer at Berkeley Yeast, where he developed yeast strains and NA beer products. Jason's work earned industry acclaim, including thousands of pours at the Great American Beer Festival and key distribution partnerships. He studied brewing science at the Siebel Institute in Chicago and the Doemens Academy in Munich. In this episode… The non-alcoholic beer category is carving out a niche for beer lovers who want the complexity and taste of craft beer without the alcohol. But what does it take to create a brew that delivers the full flavor experience without the buzz? Can a non-alcoholic beer truly capture the essence of a traditional brew? According to Jason Davis, a seasoned brewer with a deep technical background, non-alcoholic brewing demands creativity and an understanding of beer’s core components — texture, flavor, and mouthfeel. He explains that the absence of alcohol doesn’t require sacrificing richness. Instead, brewers balance malt and hop elements to craft a beer experience that’s just as satisfying. While the category is still in its early stages, Jason sees endless potential for growth, with innovation continuing to drive its evolution. On this episode of the Firebelly Social Show, Duncan Alney talks with Jason Davis, Founder and Brewer at Reveland Brewing, about the rise of non-alcoholic beers. They dive into the science behind crafting a truly great NA beer and discuss Jason’s journey from R&D brewer to founder. The conversation explores the role of innovation in brewing, Jason's efforts to push boundaries, and the challenges and excitement of this rapidly growing category.
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Kat Weaver On Investor Psychology
12/19/2025
Kat Weaver On Investor Psychology
Kat Weaver is the CEO and Founder of Power to Pitch, a platform that helps early-stage founders craft compelling pitches and raise capital with confidence. Under her leadership, Power to Pitch has helped secure over $55 million in grants and venture funding. Kat is also a successful exited entrepreneur, active angel investor, and has built a community of over 30,000 LinkedIn followers. Her experience launching and scaling the first company straight out of her college dorm room gives her firsthand empathy for the founder's journey. In this episode… When it comes to raising capital, many founders think success lies in having a great product or pitch. But what if it's more about who you are as a founder? How do your personality, energy, and approach impact an investor’s decision? According to Kat Weaver, a seasoned entrepreneur and pitching expert, the key to attracting investment isn't just about having a great product — it's about being the right type of person for the investors. “Investors are betting on you as a founder, not just your business,” she explains. She goes on to highlight the importance of traits like coachability, transparency, passion, and grit. Kat emphasizes that investors are looking for founders who can adapt, pivot, and stay resilient through the ups and downs of entrepreneurship. On this episode of the Firebelly Social Show, Duncan Alney talks with Kat Weaver, CEO and Founder of Power to Pitch, about the complex world of investor psychology. They cover the psychological mistakes founders make when raising capital, why choosing the right investor is more important than the amount of money, and how understanding investor psychology can make or break a business.
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Von Teichmans On Popcorn With Purpose
12/16/2025
Von Teichmans On Popcorn With Purpose
Matthew and Jasmine von Teichman are the Founders of Purplesful Snacking Popcorn, a company dedicated to creating healthy, antioxidant-rich purple corn popcorn while donating 25% of profits to children's nutrition charities. Purplesful has achieved widespread growth in both Canada and the US, including a significant launch into 400 Kroger stores, and is on a mission to donate $5 million over the next five years. Matthew is an accomplished ethical investor and three-time Profit 100 and Hot 50 CEO, while Jasmine brings her passion for philanthropy, healthy living, and hands-on leadership to the brand. In this episode… What if your favorite snack could do more than satisfy your cravings? What if it could also make a meaningful impact on communities in need? In a world where convenience often trumps purpose, is it time to rethink how we snack and the role our choices play in the bigger picture? Matthew and Jasmine von Teichman believe it is. With years of experience in the food industry, they set out to create more than just a great snack. Driven by a mission to support local communities and help children start their days with nutritious meals, they put purpose before product. As Matthew shares, the mission came first, followed by the discovery of purple corn, which made the snack both healthier and uniquely delicious. This approach reflects their commitment to making a meaningful difference while delivering a product that exceeds expectations. In this episode of the Firebelly Social Show, Duncan Alney is joined by Matthew and Jasmine von Teichman, Founders of Purplesful Snacking Popcorn, to discuss the mission behind their brand and the power of combining purpose with taste. The episode covers their journey of starting with a vision before a product, how purple corn became the cornerstone of their popcorn, and the incredible impact of supporting children’s breakfast programs.
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Mark Samuel On A Better Relationship With Food
11/28/2025
Mark Samuel On A Better Relationship With Food
Mark Samuel is the Founder at MARK’S, a seed oil-free snack brand that just launched a non-GMO kettle chip line. He also drives growth initiatives at Siddhi Capital, a leading venture firm in food and beverage. With over 20 years of entrepreneurial experience, he is known for building high-performance, mission-driven brands, and his recent launch has received rave reviews for its clean ingredients and bold approach to snacking. Outside of his work, Mark is a passionate health and fitness advocate, a dedicated father, and the host of the candid industry podcast Let's Eat. In this episode… Most people swear they want to “eat better,” yet the moment stress hits, the chips come out, and all that good intention disappears. We tell ourselves it’s about willpower, discipline, or the latest diet trend, but what if those aren’t the real issues at all? What if the key to feeling healthier isn’t restriction but a different kind of relationship with food altogether? According to Mark Samuel, a longtime champion of practical wellness and everyday movement, the answer starts with honesty. He believes most of us aren’t struggling because we love snacks too much, but because we’ve been misled about what “healthy” even means. Mark explains that real change begins with awareness, not fear — choosing foods with simple, clean ingredients and understanding how they fit into your life. He points to the way chips live in nearly every household and uses that as a platform to talk about balance, inflammation, and marketing myths that confuse people. For him, simplifying what we eat can become a bridge to simplifying how we think about health overall, creating a more grounded, less stressful way to nourish ourselves. On this episode of the Firebelly Social Show, Duncan Alney talks with Mark Samuel, Founder of MARK'S SNACKS, to discuss building a better relationship with food. They explore why clean, minimalist ingredients matter, how balanced snacking actually supports a healthier lifestyle, and what drives Mark’s mission to cut through nutritional fear-mongering. Mark also shares why movement, mindset, and honesty are the real pillars of long-term well-being.
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Diana Fryc On Voodoo Brands, Good Design Street Cheese & More
10/24/2025
Diana Fryc On Voodoo Brands, Good Design Street Cheese & More
Diana Fryc is the Chief Growth Officer and Partner at Voodoo Brands, a leading brand strategy and consulting firm helping food, beverage, and wellness brands rise above the noise and drive impact. Under her leadership, Voodoo Brands has guided Fortune 500 corporations and startups through major growth challenges while expanding its strategic services. Diana also serves as Chairperson and President of Naturally Seattle, championing the growth of the Pacific Northwest’s natural products community, and hosts Gooder Podcast. In this episode… In today’s crowded food and beverage landscape, standing out isn’t just about having a great product. It’s about clarity, purpose, and connection. How do brands cut through the noise, build trust, and design packaging that not only looks good but actually sells? Brand strategist and marketing leader Diana Fryc believes that lasting success comes from aligning strategy, design, and mission. She highlights how Voodoo Brands evolved beyond design into a full-service strategy and insights powerhouse, helping companies grow through thoughtful research, authentic storytelling, and smart commercial planning. Diana explains that “good design” isn’t just beautiful — it’s functional, emotional, and continues working long after purchase. By marrying aesthetic appeal with clarity and purpose, brands create long-term loyalty and cultural impact. On this episode of the Firebelly Social Show, Duncan Alney talks with Diana Fryc, Chief Growth Officer and Partner at Voodoo Brands, to discuss brand evolution, good design, and consumer connection. They explore the rise of better-for-you products, the role of aesthetics in purchasing decisions, and why alt-channel strategies matter. Diana also shares her excitement for Seattle’s evolving food scene and, of course, her passion for great cheese.
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From Kitchen To Community: The Auntie Rana’s Story
10/17/2025
From Kitchen To Community: The Auntie Rana’s Story
Syed Khaleque and Amer Khaleque are the Co-founders of Auntie Rana’s, a modern food brand inspired by their family’s Bangladeshi heritage and their mother’s homemade recipes. Together, they’re reimagining traditional South Asian condiments and flavors for today’s kitchens, blending authenticity with innovation. Their all-natural, preservative-free sauces have been featured by chefs and creators who champion clean, global flavors. Through Auntie Rana’s, the brothers are building a purpose-driven brand that gives back — donating 5% of profits to animal and community causes while celebrating love, legacy, and the joy of eating well. In this episode… From family kitchens filled with spice and warmth to the shelves of modern grocery stores, the journey of bringing authentic cultural flavors to new audiences is never easy. How do entrepreneurs preserve tradition while appealing to a global market that’s constantly evolving? According to Syed Khaleque and Amer Khaleque, a pair of passionate founders rooted in Bangladeshi heritage, it starts with authenticity and heart. They explain that Auntie Rana’s was born from their mother’s recipes and their desire to modernize traditional South Asian condiments for today’s pantry. They highlight the importance of quality ingredients, ethical sourcing, and branding that welcomes every culture to the table. Their approach fuses deep respect for family and culture with a clear-eyed business strategy, proving that food can connect people across continents and generations. On this episode of the Firebelly Social Show, Duncan Alney talks with Syed Khaleque and Amer Khaleque, Co-founders of Auntie Rana’s, to discuss how they transformed homemade recipes into a purpose-driven food brand. They explore the story behind the Naga chili, how their marketing blends authenticity with innovation, and why wildlife conservation is central to their mission. Syed and Amer also share how family values shape their vision for community and connection through food.
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Stories Of Innovation and Impact In Food & Beverage
10/03/2025
Stories Of Innovation and Impact In Food & Beverage
Duncan Alney is the Founder and CEO of Firebelly Marketing, an award-winning, top-ranked agency that helps founders of mission-driven food and beverage brands grow their businesses and connect with their audiences through social media marketing. Duncan has worked in marketing for 30 years and brings his expertise in engaging with clients and rebuilding brands to each project. He has worked with top brands, including Netflix, Fiji Water, and Sony. Duncan is also the host of the Firebelly Social Show, a podcast featuring leaders and top entrepreneurs in the food and beverage space who are on a mission to make the world a better place. In this episode… From plant-based milks to non-alcoholic drinks, the food and beverage world is being reshaped by bold entrepreneurs. Consumers crave healthier options and authentic stories while still demanding great taste and convenience. Can brands meet these expectations and stay ahead of fast-moving trends in 2025 and beyond? Duncan Alney, Founder of Firebelly Marketing, sits down with industry pioneers to explore how purpose-driven innovation is redefining what we drink and eat. They look at the rise of discovery boxes that spotlight new products, the booming non-alcoholic movement, and the strategies behind building trusted plant-based brands. The conversation reveals how these leaders balance growth, authenticity, and consumer health in an evolving market. In this special compilation episode of the Firebelly Social Show, Jordan Buckner, Brooks Addington, Matt Oscamou, and Matt McLean share their insights and stories. Tune in to learn how they are shaping the future of food and beverage and inspiring the next wave of industry innovation.
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How Family Fueled A Leading BFY Beverage Company
09/26/2025
How Family Fueled A Leading BFY Beverage Company
Matt McLean is the CEO and Founder of Uncle Matt’s Organic, a company that makes certified organic juices using fruit grown without synthetic fertilizers or pesticides. He launched the business in 1999 on just three acres in his father’s backyard in Florida, drawing on a family legacy of citrus farming. After selling the company to Dean Foods in 2017, he reacquired it in 2020 with a group of investors, restoring founding leadership and expanding its product line. Today, Uncle Matt’s Organic is the top-selling organic orange juice brand in the US, sold nationwide in thousands of stores. In this episode… From a humble citrus grove to grocery store shelves nationwide, one organic beverage brand is rewriting the story of how family values and farming heritage can fuel bold innovation. What does it take to turn a backyard passion project into a market leader in the crowded better-for-you beverage space? Matt McLean, a fourth-generation citrus grower and organic farming advocate, believes it starts with staying rooted in purpose. He highlights how decades of agricultural wisdom from his father and grandfather helped him convert over 1,500 acres to organic citrus, forming a network of growers committed to sustainability. The result? A thriving, mission-driven brand that balances tradition with constant product innovation. Matt emphasizes that family wasn’t just a part of the business; it was the foundation. On this episode of the Firebelly Social Show, Duncan Alney talks with Matt McLean, CEO and Founder of Uncle Matt’s Organic, about how family and farming heritage powered the rise of a leading organic beverage brand. They explore Matt’s early export roots, the transformation of Florida’s groves, and how innovation led to teas, lemonades, and functional juices. Matt also talks about becoming the official orange juice of the Orlando Magic.
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Old School Hits With Duncan
09/19/2025
Old School Hits With Duncan
Duncan Alney is the Founder and CEO of Firebelly Marketing, an award-winning, top-ranked agency that helps founders of mission-driven food and beverage brands grow their businesses and connect with their audiences through social media marketing. Duncan has worked in marketing for 30 years and brings his expertise in engaging with clients and rebuilding brands to each project. He has worked with top brands, including Netflix, Fiji Water, and Sony. Duncan is also the host of the Firebelly Social Show, a podcast featuring leaders and top entrepreneurs in the food and beverage space who are on a mission to make the world a better place. In this episode… Sugar lurks in sauces, energy drinks hide unpronounceable chemicals, and even “healthy” labels often mask what’s really inside. Shoppers are tired of guessing what they are putting in their bodies, yet flavor and convenience still matter. Is it possible to enjoy bold taste and lasting energy without sacrificing health or transparency? Duncan Alney, Founder of Firebelly Marketing, joins leading voices in the food and beverage industry to explore how purpose and innovation are shaping the future of what we consume. They examine the drive for transparency in ingredients, the push to remove hidden sugars from everyday sauces, and the art of crafting low-acidic cold brew coffee. The conversation highlights how natural sources of energy and careful product development can meet consumer demand while promoting wellness and sustainability. In this special compilation episode of the Firebelly Social Show, William Spencer, Asma Khan, Rob Garwitz, Will Nitze, and Ray Cole share how they are changing the food and beverage landscape. Tune in to discover how you can make more informed choices in what you eat and drink.
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Troy Bolotnick On How It's Possible To Have Great Branding And Great Liquid
09/12/2025
Troy Bolotnick On How It's Possible To Have Great Branding And Great Liquid
Troy Bolotnick is the CEO of Filmland Spirits, a company that blends storytelling and whiskey by crafting small-batch American whiskeys inspired by retro B-movie themes. He launched the brand in 2022 after years in entertainment and entrepreneurship, combining his passion for movies, writing, and bourbon. Under his leadership, Filmland Spirits has earned multiple awards for both its whiskey and its creatively immersive packaging. As of mid-2025, the brand has expanded its retail distribution into at least 15 US states. In this episode… In an industry crowded with tradition and sameness, how do you create a brand that feels both fresh and authentic while still delivering world-class quality? According to Troy Bolotnick, a seasoned entrepreneur and brand builder, the secret is weaving storytelling into every detail. He explains that cinematic labels inspired by B-movies not only spark curiosity but also build an emotional connection with consumers. He highlights how Filmland’s bold design choices are paired with award-winning whiskey to prove that great branding and a great product can coexist. This approach disrupts outdated norms in the bourbon category while inviting new drinkers to join. By merging creativity with craftsmanship, Troy shows how branding can elevate a product into an unforgettable experience. On this episode of the Firebelly Social Show, Duncan Alney sits down with Troy Bolotnick, CEO of Filmland Spirits, to discuss how it’s possible to have great branding without sacrificing authenticity. They explore why bold labels matter in bourbon, how storytelling fuels brand loyalty, and the balance between creativity and compliance. Troy also shares lessons learned from building a spirits brand during COVID-19.
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Duncan Alney On Food Revolutions And Social Media Magic
09/05/2025
Duncan Alney On Food Revolutions And Social Media Magic
Duncan Alney is the Founder and CEO of Firebelly Marketing, an award-winning social media marketing firm that increases brand likability through social media marketing. Duncan has worked in marketing for 30 years and brings his expertise in engaging with clients and rebuilding brands to each project. He has worked with notable brands such as Netflix, Fiji Water, and Sony. Duncan is also the host of the Firebelly Social Show, a podcast that features top entrepreneurs in the food and beverage space on a mission to make the world better. In this episode… What makes some food and beverage brands stand out in a crowded market while others fade into the background? Is it the product itself, the way it’s marketed, or the story behind it? For many brands, the answer lies in how well they connect with consumers on an authentic and emotional level. According to Duncan Alney, a leading voice in food and beverage marketing, authenticity comes from telling the right story in the right way. He highlights how brands that embrace transparency, innovation, and mission-driven practices can create deeper bonds with their audiences. The impact is not just increased visibility but long-term trust and loyalty. From carbon-neutral eggs to premium whiskeys, he explains how storytelling turns products into movements, helping even niche brands thrive across multiple distribution channels. On this episode of the Firebelly Social Show, Duncan Alney is interviewed by Dr. Jeremy Weisz of Rise25 to discuss how storytelling helps food and beverage brands build authenticity. They explore trends shaping the industry, how social media supports brand growth, and why distribution beyond retail is critical. Duncan also discusses supporting mission-driven founders through podcasting.
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Eric Martindale On The Importance Of Brand Awareness
08/29/2025
Eric Martindale On The Importance Of Brand Awareness
Eric Martindale is the Founder and CEO of Elite Commerce Group, a full-service agency specializing in Amazon and retail media. Under his leadership, the company has driven over half a billion dollars in retail sales for clients, maintaining a strong focus on testing and innovation to stay at the forefront of digital marketing. A former Marine officer and adventure athlete turned e-commerce authority, Eric is also a passionate technocrat interested in futurism. His unique perspective stems from identifying and exploiting retail frontiers before they become mainstream. In this episode… Building a successful brand isn’t just about selling more products — it’s about creating recognition and trust long before the customer is ready to buy. Many food and beverage companies focus on short-term sales, but without visibility and awareness, growth quickly stalls. So how can brands balance profitability with building a lasting presence? According to Eric Martindale, a thought leader in retail media and e-commerce, the answer lies in prioritizing brand awareness as part of a full-funnel strategy. He highlights that relying solely on bottom-of-the-funnel ads may generate quick wins, but it leads to “redlining,” where ad spend becomes unprofitable and unsustainable. To break out of this trap, he emphasizes the importance of owned traffic like email and social media, which can feed platforms such as Amazon with new customers and trigger algorithms to favor a brand. The impact, Eric explains, is greater long-term growth, stronger positioning against competitors, and resilience when trends shift. On this episode of the Firebelly Social Show, Duncan Alney talks with Eric Martindale, Founder and CEO of Elite Commerce Group, about the importance of brand awareness in e-commerce growth. They explore how awareness impacts profitability, why off-platform traffic gives brands an edge, and how retail media drives ROI. Eric also talks about the future role of AI search in shaping brand visibility.
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Courageous, Ambitious And A Bit Crazy
08/15/2025
Courageous, Ambitious And A Bit Crazy
John Roulac is the Founder and CEO of Coco Clean, a company that makes plastic-free, enzyme-based laundry detergent using coconut and mineral ingredients to tackle tough stains while reducing environmental waste. Previously, he founded Nutiva, an organic superfoods brand with over $1 billion in retail sales, recognized as one of Inc.’s fastest-growing companies for seven straight years. A serial entrepreneur, investor, philanthropist, and environmental advocate, John has also executive‑produced the Netflix film Kiss the Ground and founded several nonprofit organizations focused on regenerative agriculture. In this episode… How far would you go to take on the world’s biggest environmental challenges? From creating groundbreaking products to calling out corporate greenwashing, some leaders push the limits of courage and ambition to create lasting change. What drives someone to keep going, even when the path forward is risky, unconventional, and just a little bit crazy? According to John Roulac, a pioneering environmentalist and regenerative agriculture advocate, the answer lies in staying true to one's mission and values, regardless of the resistance. He highlights how bold innovation can disrupt stagnant industries while addressing urgent environmental crises. This mindset fueled his earlier success in building a billion-dollar organic brand and now propels his work in transforming the household products sector. On this episode of the Firebelly Social Show, Duncan Alney speaks with John Roulac, Founder and CEO of Coco Clean, to talk about the courage it takes to challenge entrenched systems. They discuss his journey from hemp pioneer to eco-innovator, the mission to replace 100 million plastic detergent bottles, and strategies for making sustainable products mainstream. John also shares insights on building company culture and fostering authenticity in business.
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Crafting Identity: Anna Ison on Design, Culture, and Entrepreneurship
08/08/2025
Crafting Identity: Anna Ison on Design, Culture, and Entrepreneurship
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 first handshake a brand has with its consumer. For food and beverage companies trying to stand out in crowded aisles, packaging can make or break the buying decision. How do emerging brands create designs that not only catch the eye but also earn lasting loyalty? According to Anna Ison, a veteran CPG brand and packaging designer, winning on the shelf requires blending artistry with strategy to create packaging that communicates a product’s purpose. She highlights the importance of building brand longevity by focusing on distinctive assets instead of fleeting trends. By guiding passionate founders, she transforms their vision into packaging systems that scale across portfolios and resonate with consumers. On this episode of the Firebelly Social Show, Duncan Alney talks with Anna Ison, Founder and Principal Creative at Auros Design, to discuss designing food and beverage brands that win on the shelf. They explore how strategic packaging drives brand recognition, why longevity matters more than trends, and the power of cohesive portfolio systems. Anna also shares her journey as a minority creative and advises on building courage in design.
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Jordan Buckner On Supporting Emerging Brands
08/01/2025
Jordan Buckner On Supporting Emerging Brands
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 scaling, the learning curve can feel endless and isolating. So how can emerging brands gain traction without losing momentum? According to Jordan Buckner, a veteran entrepreneur who built multiple CPG companies from the ground up, the key is access to knowledge, community, and strategic resources. He highlights how so many early-stage founders face steep disadvantages due to a lack of industry connections or insider know-how. By simplifying the journey through curated tools and networks, entrepreneurs are better equipped to avoid burnout and scale smartly. On this episode of the Firebelly Social Show, Duncan Alney talks with Jordan Buckner, Founder of Foodbevy, about how he empowers emerging brands with practical tools and a strong support network. Jordan explains why community matters more than ever, how to use LinkedIn strategically, and what separates successful founders from the rest. He also shares insights into the Foodbevy Insider Box and how it drives product discovery.
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Mike Levinson On Food Service & Alternative Channels For Emerging Brands
07/25/2025
Mike Levinson On Food Service & Alternative Channels For Emerging Brands
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 landscape — from universities and restaurants to hotels and military contracts. He’s also a prolific content creator and thought leader with tens of thousands of LinkedIn followers, known for his direct, no‑BS approach to channel growth. In this episode… Most emerging food and beverage brands chase retail, only to hit roadblocks like slotting fees, chargebacks, and stiff competition from private labels. With limited budgets and crowded shelves, they often overlook more accessible, scalable opportunities. So how can CPG brands grow without getting lost in a sea of sameness? Mike Levinson, a seasoned CPG sales strategist and food service expert, encourages brands to focus on nontraditional growth channels. He lays out a clear framework for thriving in food service through eight alternative “tentacles,” including convenience stores, micro-markets, college campuses, and corporate pantries. He emphasizes refining target markets to the niche level, building emotional brand connections through social media, and establishing traction in smaller markets before chasing national distribution. Mike also shares how his new cohort-based Octopus Method helps brands navigate these channels efficiently, with fewer risks and better outcomes. On this episode of the Firebelly Social Show, Duncan Alney talks with Mike Levinson, Founder of FS Octopus, about how emerging brands can win outside of traditional retail. Mike explains why most brands fail in retail, how to build distribution through alternative food service channels, and what makes a product truly market-ready. He also discusses hyper-specific audiences, the role of emotional branding, and leveraging LinkedIn for growth in the CPG sector.
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Belle Sharon On Science, Art & Family
07/18/2025
Belle Sharon On Science, Art & Family
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 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.
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Gregory Willis: Flavors, Innovation & The Green Suit
07/11/2025
Gregory Willis: Flavors, Innovation & The Green Suit
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 The Language of Flavor, a book that explores the creative science behind taste. In this episode… Bringing a new food or beverage product to market is often slowed by disjointed systems, manual processes, and a lack of cohesive tools for innovation. Companies face challenges like managing formulation data, creating compliant nutrition labels, and maintaining consistency in sensory testing — all while trying to move quickly and stay competitive. How can brands streamline product development and drive innovation without sacrificing accuracy or creativity? Gregory Willis, a seasoned chef turned food tech innovator, shares a path forward by offering practical solutions to unify and accelerate innovation. He emphasizes the need for integrated platforms that replace outdated tools such as spreadsheets, allowing teams to manage formulation, nutrition, and sensory data in one place. He encourages brands to stay grounded in purpose-driven innovation, avoid chasing every trend, and focus instead on creating tools that reflect real customer needs. From ideation using a recipe database of over one million entries to automated PDF data extraction, Gregory’s approach centers on working smarter — not harder — and putting the user experience first. On this episode of the Firebelly Social Show, Duncan Alney interviews Gregory Willis, Founder and President of Senspire, about the future of food innovation. Gregory discusses how data integration drives smarter product development, the dangers of trend-chasing, and his philosophy on building for the whole industry. He also touches on customer-led feature design, mentorship through LinkedIn, and the art of standing out on the trade show floor.
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Jay Baer On The Tequila Seekers
07/04/2025
Jay Baer On The Tequila Seekers
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 to stand out in the rapidly expanding tequila market. As consumer preferences evolve, brands often rely on outdated anecdotes and fail to understand the real drivers of purchasing behavior. How can tequila brands leverage authentic consumer insights to build loyalty and grow in such a crowded space? Jay Baer, the world's number two tequila content creator, offers actionable insights for brands aiming to connect with today’s tequila seekers. He emphasizes social media as the dominant discovery channel for consumers and highlights the growing demand for additive-free, sustainable, and authentically produced tequilas. He advises brands to invest in storytelling, build direct relationships with their audience, and focus on distribution strategies beyond traditional retail. Jay also encourages tequila brands to collaborate and share resources to grow the craft tequila category. On this episode of the Firebelly Social Show, Duncan Alney interviews Jay Baer, Co-founder of Slingshot, about the evolving craft tequila landscape. Jay explains how tequila seekers discover brands, what they value most, and the critical role of peer collaboration. He also shares insights on price sensitivity, the power of social media, and the importance of storytelling in building a memorable tequila brand.
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Brooks Addington On How TÖST Is Adding Meaning To The World
06/27/2025
Brooks Addington On How TÖST Is Adding Meaning To The World
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 development of the non-alcoholic beverage sector. In this episode… Many people seeking alcohol-free options at social gatherings often find themselves left out, relegated to drinking basic sodas or sparkling waters that lack the sophistication and sense of occasion offered by traditional alcoholic beverages. This exclusion can make celebrations feel incomplete for non-drinkers. How can beverage makers create products that foster inclusivity without sacrificing the celebratory experience? Brooks Addington, a seasoned leader in building premium beverage brands, shares how he and his team recognized this gap and developed sophisticated, non-alcoholic sparkling drinks to elevate social occasions. He stresses that creating these products requires patience, as evidenced by their meticulous multiyear development process and over 75 product iterations. Brooks also highlights the significance of making these drinks accessible through thoughtful pricing and packaging, ensuring everyone can participate in the celebration. On this episode of the Firebelly Social Show, Duncan Alney talks with Brooks Addington, CEO of TÖST Beverages, about building inclusive, alcohol-free celebrations. Brooks discusses how meaningful occasions can be elevated without alcohol, shares insights into product development and market trends, and explores the role of pricing in accessibility. He also talks about product launches, cultural shifts in drinking habits, and the importance of community connection.
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[Sweets And Snacks Show] How Founders Are Transforming The Snack Aisle
06/20/2025
[Sweets And Snacks Show] How Founders Are Transforming The Snack Aisle
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 channels his culinary expertise to craft globally inspired popcorn flavors. A classically trained chef with a strong background in barbecue, he brings a unique blend of traditional techniques and innovative flavor development to the snack industry. His commitment to quality and creativity has helped Nomad Snacks earn multiple awards. Beyond Nomad Snacks, Daniel has made significant contributions to the culinary scene in San Diego, notably as the Owner and Executive Chef of The Corner Drafthouse, a modern American gastropub. Oliver Sindlev is the Co-founder and CEO of Smood Sweets, a Miami-based startup reimagining nostalgic candy flavors using whole-food ingredients like dates. He is also the Vice President at Dr Smood, a health-focused café and food brand known for its organic, nutrient-rich offerings. Oliver’s entrepreneurial journey reflects his commitment to making indulgent treats healthier without compromising on taste. With Smood Sweets, he aims to bring a better-for-you approach to the candy aisle, blending wellness with fun. Mark Tarner is the Founder and Owner of South Bend Chocolate Company, which has grown from producing three Notre Dame-themed confections into a regional brand offering over 500 products across multiple retail locations in Indiana, Michigan, and Ohio. Under his leadership, South Bend Chocolate Company has become a major regional employer and tourist draw, with factory tours, a café dubbed the “World’s Largest Chocolate Store,” and even a chocolate museum. A visionary with Midwestern grit, Mark has garnered numerous accolades throughout his career, including Entrepreneur magazine’s Top 30 Franchises, the Sagamore of the Wabash Award, and Ernst & Young’s Great Lakes Retail Entrepreneur of the Year. Kristen Gilkison is the Founder and CEO of Timbar, a protein bar company based in Zionsville, Indiana, dedicated to creating clean, gluten-free snacks that don't compromise on taste. A Physician Assistant by training, she was inspired to develop Timbar after her diagnosis with celiac disease and other food allergies, which highlighted the lack of nutritious and flavorful options in the market. Combining her medical background with a passion for baking, Kristen formulated plant-based bars sweetened with honey, free from major allergens, and rich in protein and fiber. Since launching Timbar, she has expanded the brand's presence through local retailers, Amazon, and community events, collaborating with organizations like the Butler University women's basketball team to promote healthy snacking. Maxi Heidenblut is the Founder and CEO of Häppy Candy, a New York-based startup redefining gummy candy with 70% less sugar, no artificial sweeteners, and 100% vegan ingredients. She was inspired to create a cleaner, better-tasting candy after being diagnosed with an autoimmune condition that required her to reduce her sugar intake. Maxi holds a nutrition science certificate from Stanford and worked in asset management before launching Häppy Candy in 2024. Under her leadership, the brand has expanded to over 300 US retail locations and gained national attention for its commitment to taste, transparency, and wellness. Yechiel Weiss is a senior leader at Stern’s Bakery, a Brooklyn-based bakery known for its wide array of traditional Jewish baked goods. The bakery has a rich history, with roots tracing back to Hungary and a legacy spanning five generations. Today, Stern’s Bakery continues to be celebrated for its artisanal craftsmanship, highest kosher standards, and carefully sourced ingredients — from challahs and babkas to rugelach, cakes, and seasonal specialties. In this episode… Launching a food or snack brand is more competitive than ever, with crowded aisles, rising ingredient costs, and constant innovation required to stay relevant. So, how do small companies stand out, scale quickly, and maintain their core values and product quality in such a fast-paced industry? Food entrepreneurs reveal key insights from the frontlines of brand-building. Paul Fricke and Daniel Sobek emphasize that innovation — like bold flavor development and packaging — is central to capturing attention, while agility enables rapid testing and refinement. Oliver Sindlev leans on nostalgia and healthy ingredients to introduce an alternative candy experience, validating demand through strong buyer feedback. Mark Tarner highlights longevity through community ties and first-mover product innovation. Kristen Gilkison shares how personal health challenges inspired a clean-label bar, and Maxi Heidenblut stresses authentic branding and sugar reduction to appeal to wellness-conscious consumers. Yechiel Weiss underscores product quality, kosher certification, and private-label flexibility as competitive advantages. On this episode of the Firebelly Social Show, Duncan Alney talks with Paul Fricke, Daniel Sobek, Oliver Sindlev, Mark Tarner, Kristen Gilkison, Maxi Heidenblut, and Yechiel Weiss on standing out at the Sweets and Snacks Expo. They discuss how innovation fuels growth, retail expansion, and health-focused snacking. The group dives into brand authenticity, flavor creation, and staying agile in a saturated market.
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[Sweets And Snacks Show] Founders Redefining Treats With Innovation And Inclusivity
06/13/2025
[Sweets And Snacks Show] Founders Redefining Treats With Innovation And Inclusivity
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 a pivotal role in expanding Grazy's presence across Canada and into the US market. His background in operations and logistics ensures the smooth functioning of the family-run business, which often includes their young child at events. Kyle's dedication to Grazy's mission reflects his commitment to delivering delicious, inclusive treats to a broader audience. Jason Burke is the Founder and CEO of The New Primal, a clean-ingredient food brand known for its grass-fed meat snacks and low-sugar condiments. A former software-sales professional in Charleston, Jason launched The New Primal in 2012, working out of his condo kitchen with a single dehydrator. Under his leadership, The New Primal has raised over $20 million in capital, including a $15 million Series B round in 2021, and grown its product line from just three to over 30 SKUs in key categories. John McCone is the Founder of Rufus Teague, a Kansas-based barbecue brand known for its award-winning sauces and rubs. His passion for barbecue began as a hobby, sparked by a Father's Day gift and fueled by success in local competitions. In 2004, John established Rufus Teague, insisting on using the finest ingredients to create healthy and delicious products. Under his leadership, Rufus Teague has expanded into over 17,000 US stores and reached 10 countries, with availability in major retailers such as Walmart, Publix, Bass Pro Shops, and Dick’s Sporting Goods. Kabir Khurana is a Marketing Executive at Rustle Snacks, a London-based gourmet snack company known for its chef-inspired truffle chips. He is also the founder of Hotel49a, an events company that hosts glamorous queer events around Soho. A graduate of University College London with a degree in philosophy, Kabir combines his academic background with a passion for astrology, spirituality, and innovative culinary experiences. His professional journey includes roles at Clii Crémant, Trident Comms Ltd., and DKor LTD, where he honed his skills in marketing and communications. Andrew Ma is the Founder of Gem Gem, a company renowned for its chewy ginger candies crafted from fresh Indonesian ginger, pure cane sugar, and tapioca starch. Drawing inspiration from his family's 90-year-old ginger candy recipe, he has modernized traditional confectionery by introducing innovative flavors like lychee and rose. Under his leadership, Gem Gem has emphasized natural ingredients and health benefits, positioning the brand as a wholesome alternative in the candy market. Andrew's commitment to quality and innovation has been instrumental in Gem Gem's growth and popularity among health-conscious consumers. Eric Martindale is the Founder and CEO of Elite Commerce Group, a full-service agency specializing in Amazon and retail media. Under his leadership, the company has driven over half a billion dollars in retail sales for clients, maintaining a strong focus on testing and innovation to stay at the forefront of digital marketing. A former Marine officer and adventure athlete turned e-commerce authority, Eric is also a passionate technocrat interested in futurism. His unique perspective stems from identifying and exploiting retail frontiers before they become mainstream. In this episode… As consumer demands for healthier, more inclusive, and innovative snack options continue to rise, many food and beverage brands struggle to stand out in a saturated market. Traditional products often fail to meet modern dietary needs or deliver memorable experiences that align with evolving values. So, how can emerging brands combine flavor, functionality, and innovation to win loyal fans and shelf space? Elvin Willgrass, a confectionery innovator, stresses the importance of inclusivity by creating plant-based, allergy-free treats that no one has to miss out on. Kyle Tilley highlights the value of family-driven entrepreneurship and authenticity in expanding a dairy-free brand across borders. Jason Burke advises focusing on flavor-first innovation tailored to kids and parents. John McCone shares how storytelling and heritage shape product identity, while Kabir Khurana recommends premium ingredients and global influences to elevate everyday snacking. Andrew Ma draws from tradition to innovate with unique textures and flavors, and Eric Martindale underlines the critical role of a retail media strategy to sustain success after a product hits shelves. On this episode of the Firebelly Social Show, Duncan Alney interviews Elvin Willgrass, Kyle Tilley, Jason Burke, John McCone, Kabir Khurana, Andrew Ma, and Eric Martindale, food entrepreneurs, about building inclusive treats for all. They discuss the power of innovation, flavor nostalgia, and consumer-first design. They also share insights on family-led food startups, global flavor trends, and the importance of digital retail media from six additional guests.
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[Sweets And Snacks Show] Flavor Innovation & Family Roots
06/06/2025
[Sweets And Snacks Show] Flavor Innovation & Family Roots
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 a nationally recognized brand celebrated for its creativity and commitment to quality. Alexandre Bennet is the Co-founder of Joon Pistachios, a premium snack brand rooted in a 300-year-old family recipe. Raised in New York, he was inspired by the bold, flavorful pistachios from his family's farms overseas and sought to introduce them to the US market. Alexandre launched Joon to offer pistachios free from seed oils and artificial flavors, emphasizing clean ingredients and a unique cooking process. Under his leadership, Joon has gained national recognition for its innovative approach to traditional snacking. Joanne Montz is the Co-founder of Carson’s Caramels, a handcrafted confectionery brand known for its rich, soft caramels made with just four premium ingredients and no preservatives. Alongside her son Carson, she has introduced distinctive flavors like Salty Danish Licorice, incorporating a special syrup sourced from Denmark, and has garnered national acclaim. Beyond her entrepreneurial pursuits, Joanne serves as the Regional Business Enablement Lead, America's Sales DX at Adobe, bringing over 25 years of experience in sales and technology. Tobe Armendariz is the Co-founder of El Nacho Tortilla Chips, a Waltham, Massachusetts-based brand known for its bold flavors and commitment to authentic, sustainable snack-making. At El Nacho, he oversees the creation of chef-crafted chips made from regeneratively grown white corn and cooked in avocado oil, embodying a fusion of tradition and innovation. Drawing on his experience as a production manager at Tortilleria Mi Niña, where he utilized traditional nixtamalization techniques and volcanic stone grinding, Tobe brings a deep respect for heritage methods to his work. His dedication to quality and sustainability has helped position El Nacho as a standout in the natural snack industry. Mayasari Effendi is the Co-founder of Mayasari Tempeh and Mayasari Indonesian Grill, bringing the rich flavors of her Indonesian heritage to Greensburg, Indiana. After immigrating to the US in 2002 to study at Purdue University, she opened the region’s only Indonesian restaurant in 2012, which became the foundation for her tempeh business. Collaborating with local farmers and the Indiana Soybean Alliance, Mayasari developed high-protein, non-GMO soybeans to produce fresh tempeh and Soya Maya Protein Tempeh Chips, now distributed across the Midwest and internationally. Her commitment to sustainability and community is evident in her donation of a portion of each sale to support children's education in Indonesia. Matt Alvord is the Co-founder and President of Foods Alive, a family-owned company dedicated to producing organic, non-GMO, vegan, gluten-free, and kosher food products. Since its inception in 1999, Foods Alive has expanded its offerings to include sprouted crisps, cold-pressed oils, superfood dressings, and various nutrient-rich snacks. Under Matt's leadership, the company has grown from a home-based operation to a large-scale manufacturer to accommodate increasing demand and product innovation. Committed to quality and sustainability, he continues to drive Foods Alive's mission of crafting healthful foods that nourish the body, mind, and soul. Daniel Scharff is the Founder and CEO of Startup CPG, the largest community for emerging consumer packaged goods brands, offering resources, events, and a popular podcast to support early-stage entrepreneurs. With a background in strategy roles at Eat Just, Mars Chocolate, and Deloitte, he brings extensive industry experience to his work. Daniel also served as the founding CEO of Machu Picchu Energy, an organic beverage brand with a social mission. He holds an MBA from the Wharton School and an MA in international studies from the Lauder Institute. In this episode… Breaking into the crowded food and beverage industry can feel overwhelming for founders trying to stand out while remaining true to their roots. From navigating ingredient transparency to scaling production with integrity, today’s innovators face immense pressure to stay original, sustainable, and competitive. So, how are emerging brands crafting products that win awards and hearts without losing sight of their mission? Dror Sharon, Alexandre Bennet, Joanne Montz, Tobe Armendariz, Mayasari Effendi, Matt Alvord, and Daniel Scharff offer diverse strategies to address these challenges. Dror emphasizes the value of creating storytelling-driven products with distinctive flavor profiles. Alexandre shares how honoring a centuries-old family recipe and involving loved ones elevates product and purpose. Joanne highlights ingredient purity and family heritage as differentiators in a crowded market. Tobe brings old-world authenticity through regenerative techniques and character-based branding. Mayasari blends sustainability with cultural preservation by sourcing soy locally and funding education in Indonesia. Matt recommends gradual scaling while staying committed to organic principles, and Daniel focuses on community building to help founders grow intelligently and more connected. On this episode of the Firebelly Social Show, Duncan Alney interviews Dror Sharon, Alexandre Bennet, Joanne Montz, Tobe Armendariz, Mayasari Effendi, Matt Alvord, and Daniel Scharff, founders of renowned food brands, on how they’re redefining what it means to build impactful snack brands. They discuss heritage-inspired innovation, winning products, and ingredient transparency. They also touch on go-to-market tips, cultural storytelling, and mission-driven growth.
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Massiel Villanueva On Yoga, Family And YÜJ Granola
05/30/2025
Massiel Villanueva On Yoga, Family And YÜJ Granola
Massiel Villanueva is the Founder and CEO of YÜJ Granola, a health-focused snack company based in Orlando, Florida. The brand offers vegan, gluten-free, soy-free, and low-glycemic granola products, including bars, bites, and cereals. Combining her culinary background and yoga practice, Massiel built YÜJ Granola to promote unity, mindfulness, and nourishment through food. Beyond providing healthy snacks, YÜJ Granola is committed to social responsibility, donating 10% of its proceeds to children's and environmental charities. In this episode… Launching a food brand in today’s crowded and competitive market is no small feat, especially for founders balancing family, financial pressures, and personal wellness. With thousands of options already on shelves, how do you introduce a unique product while staying true to your mission and identity? Massiel Villanueva, a culinary professional and yoga instructor, shares how personal adversity shaped her vision for a softer, cleaner granola alternative. When her son was diagnosed with an immune deficiency, she couldn’t find nourishing snacks that met his needs, so she created her own. Massiel emphasizes staying lean in the early stages, testing the market before scaling, and expressing authenticity through storytelling, community, and sound healing to differentiate your brand in retail. Her insights reveal that bootstrapping, mindfulness, and a strong support system are essential to startup success. On this episode of the Firebelly Social Show, Duncan Alney talks with Massiel Villanueva, Founder of YÜJ Granola, about redefining what healthy snacking can look like. Massiel discusses the inspiration behind her product, how yoga influences her business philosophy, and her immigrant journey. She also touches on raising four kids while scaling her brand, the importance of soft-baked granola, and pitching to Walmart with courage and authenticity.
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Aidan Mehigan On Rebels, Eternal Optimism & Smooth Irish Whiskey
05/23/2025
Aidan Mehigan On Rebels, Eternal Optimism & Smooth Irish Whiskey
Aidan Mehigan is the Founder and CEO of Natterjack Irish Whiskey, a company dedicated to crafting unique Irish whiskey by blending traditional Irish and American aging techniques. In less than five years, he transformed Natterjack from a startup into an internationally recognized brand, now available in 16 US states and 13 global markets. The brand's excellence was acknowledged when it was named Best Irish Whiskey 2024 in The Whiskey Bible. Before venturing into the whiskey industry, Aidan had a successful career as a hedge fund trader in London. In this episode… Many emerging spirits brands struggle to stand out in a saturated market dominated by tradition, legacy names, and generic storytelling. With consumers increasingly seeking authenticity and connection, how can a new whiskey brand capture attention and create community without compromising originality or flavor? Aidan Mehigan, a former London-based trader turned whiskey entrepreneur, shares how he embraced disruption in the industry by crafting an Irish whiskey with an American twist. Drawing from his background in food and beverage, he explains the power of rejecting tired branding tropes — like surnames and regional references — in favor of a bold mascot and unique voice. He emphasizes building a story-first brand rooted in fun, rebellion, and connection. Aidan also recommends that founders lean into distinctive experiences, creative risk-taking, and honest mistakes to deepen engagement and build lasting loyalty. In this episode of the Firebelly Social Show, Duncan Alney talks with Aidan Mehigan, Founder and CEO of Natterjack Irish Whiskey, about building a bold spirits brand from scratch. Aidan shares how personality-driven branding fuels growth, his process for crafting a distinctive whiskey profile, and the importance of real-life community-building. The conversation also touches on market disruption, creative marketing, and the value of optimism.
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