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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Brooks Addington: TÖST Is Rewriting Celebration Culture
05/15/2026
Brooks Addington: TÖST Is Rewriting Celebration Culture
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… Celebration does not always need alcohol to feel meaningful. As more people look for ways to raise a glass without compromise, the bigger question becomes: how do you create a beverage that honors the moment instead of imitating what used to be in it? For Brooks Addington, the answer starts with building something that stands on its own. Drawing on his experience leading a premium alcohol-free beverage brand, Brooks explains that TÖST was never meant to be a “mock” version of anything; it was designed to offer sophistication, mouthfeel, depth, aroma, and a sense of occasion without the use of alcohol. That shift matters because it moves the conversation away from what a drink is missing and toward what it can make possible: more inclusive, intentional, and memorable celebrations. On this episode of the Firebelly Social Show, Duncan Alney talks with Brooks Addington, CEO of TÖST Beverages, about rewriting celebration culture. They discuss category confusion in non-alcoholic beverages, building TÖST as an occasion-led brand, scaling into thousands of stores, and why cans are opening up new moments. Brooks also shares advice on using AI to support brand experiences.
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David Mesa: Keepin' It Real In CPG
05/08/2026
David Mesa: Keepin' It Real In CPG
David Mesa is the President of We Grow CPG, a boutique sales management agency offering elevated sales partnerships to the CPG industry. The agency's core expertise lies in helping emerging brands expand their distribution by building aggressive and strategic revenue plans from the seed stage to the late stage. With over 20 years of experience in the CPG industry, David has extensive knowledge in developing unique brands that stand out in a competitive marketplace. Additionally, he is the Founder of 4T Mesa Consulting and serves as a Strategic Advisor at both TIG Brands and Pricklee. David is also a US Marine Corps veteran. In this episode… Shelf placement can feel like a big win, but in CPG, that’s often where the real work begins. Once a product is in front of shoppers, what actually makes it move? The answer, David Mesa explains, is velocity: the ability to turn shelf placement into actual sales. He explains that brands must think beyond distribution and look at the full picture: pricing, packaging, shelf placement, merchandising, trade spend, and whether the product truly fits the retailer’s customer. When brands treat the shelf like the starting line instead of the finish line, they have a much better shot at building lasting growth. On this episode of the Firebelly Social Show, Duncan Alney talks with David Mesa, President of We Grow CPG, about what it really takes to grow in CPG today. They discuss why getting on the shelf is not enough, how merchandising drives sales velocity, and why founders need honest consumer feedback. David also shares advice on choosing the right retail strategy.
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Sean Klimson On Sharing Stories And “Together Talks”
05/01/2026
Sean Klimson On Sharing Stories And “Together Talks”
Sean Klimson is the Owner of Klimson Logistics Solutions (KLS), a third-party logistics (3PL) provider specializing in nationwide LTL and FTL trucking and transportation services. Under his leadership, KLS has earned a strong reputation for customer service while building a growing client base, particularly within the food, beverage, and CPG space. Sean has also built a strong personal brand, with over 21,000 LinkedIn followers, and is the creator of Together Talks, a platform that features more than 235 founders and industry leaders, sharing authentic stories and fostering meaningful connections within the entrepreneurial community. In this episode… Connection starts when people feel safe enough to tell the truth. In a world full of polished content and quick takes, what happens when the focus shifts back to real stories? For Sean Klimson, the answer is simple: sharing stories gives people a way to be seen, supported, and understood. Drawing from his experience creating a platform for founder conversations, Sean explains that the most powerful moments often come when people step back, reflect on where they started, and realize how far they’ve come. That kind of honesty does more than build content; it builds trust, community, and meaningful relationships. On this episode of the Firebelly Social Show, Duncan Alney talks with Sean Klimson, Owner of Klimson Logistics Solutions (KLS), about sharing authentic stories through Together Talks. They explore why founder stories matter, how safe conversations create connection, and why giving without expecting a return can lead to lasting relationships. Sean also shares advice on supporting others by speaking up, commenting, and making referrals.
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[Expo West Series] What Actually Wins In CPG
04/24/2026
[Expo West Series] What Actually Wins In CPG
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. David Mesa is the President of We Grow CPG, a boutique sales management agency offering elevated sales partnerships to the CPG industry. The agency’s core expertise lies in helping emerging brands expand their distribution by building aggressive and strategic revenue plans from the seed stage to the late stage. Additionally, David is the Founder of 4T Mesa Consulting and serves as a Strategic Advisor at both TIG Brands and Pricklee. Patrick O’Sullivan is the CEO of Promise Gluten Free, a company dedicated to producing high-quality, great-tasting gluten-free baked goods for consumers worldwide. He brings over 30 years of global experience in the consumer goods industry, with expertise in food manufacturing, brand building, and sales across multiple continents. Under Patrick’s leadership, Promise Gluten Free has expanded internationally, earning rave reviews and positioning itself to become the leading gluten-free bread brand in the US by 2029. Jason Woodward is the Owner of Clear Alaskan Glacial, a premium bottled water brand sourced from Alaska’s Eklutna Glacier. Under his leadership, the company emphasizes sustainability, offering naturally alkaline water with a high pH and minimal processing. His commitment to environmental stewardship and quality has positioned the Clear Alaskan Glacial as a respected name in the fine water industry. In this episode… It becomes clear that the future of CPG isn’t just about what’s on the shelf — it’s about the people behind the brands, the ideas shaping them, and the perspectives driving the industry forward. So what happens when community, creativity, and real-world insight come together in one place? At Expo West, packaging expert Elizabeth Corbett emphasizes the importance of thoughtful design and premium presentation in differentiating products, while also questioning overused trends such as protein fortification and GLP-1 positioning. Growth strategist David Mesa emphasizes a people-first approach, focusing on building strong relationships, supporting brands, and fostering community as a core driver of success. Patrick O’Sullivan, a leader in gluten-free innovation, stresses the importance of product quality, superior nutrition, and meeting real consumer needs to create loyal advocates. Meanwhile, marketing leader Jason Woodward points out the gap between hype and true product value, reinforcing that authentic sourcing and quality should lead brand storytelling. On this episode of the Firebelly Social Show, Duncan Alney is live from Expo West, talking with founders, marketers, and industry leaders who are shaping the next wave of CPG. From conversations about community building and brand growth to insights on emerging trends, product innovation, and what actually resonates with consumers, this episode captures the energy, ideas, and perspectives that are pushing the industry ahead.
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[Expo West Series] Where Brands, Flavors, And Missions Collide
04/17/2026
[Expo West Series] Where Brands, Flavors, And Missions Collide
Gian Facenda is the Founder of Root2Sales, a company that helps emerging food and beverage brands scale their sales and retail presence. With deep experience in CPG, he works closely with brands to navigate distribution, broker relationships, and go-to-market strategy. Kirk Homenick is the President of Hardbite, a premium snack brand known for crafting small-batch kettle chips with bold flavors and high-quality ingredients. Under his leadership, the company has focused on product innovation, including unique cooking methods like beef tallow and carefully sourced potatoes. 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. Taysia Stein is the Co-founder of pi00a, a frozen pizza brand creating globally inspired Neapolitan-style pizzas made with imported Italian double-zero flour. The company combines bold, international flavors with a mission to create job opportunities for the deaf community. In this episode… The food and beverage space is highly competitive, making it difficult for brands to stand out while staying true to their mission. Companies must balance innovation, quality, and meaningful connections in a crowded market. How can brands differentiate themselves and build lasting relationships? At Expo West, Gian Facenda highlights the importance of understanding market trends like global flavors and functional ingredients to stay relevant. Gian emphasizes that trade shows are not about aggressive selling but about building relationships and strengthening visibility within the industry. Kirk Homenick stresses the role of craftsmanship and differentiation through quality ingredients and unique processes to create standout products. Eric Martindale reinforces the idea that service providers should prioritize existing relationships and brand presence over hard selling. Taysia Stein demonstrates how combining strong product innovation with a clear social purpose can create both impact and consumer loyalty. On this episode of the Firebelly Social Show, Duncan Alney talks with founders, operators, and industry insiders about what’s actually driving growth in today’s CPG landscape. From flavor trends and product development to the importance of relationships and community, this episode offers a closer look at the forces shaping how modern food brands are built.
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[Expo West Series] Protein, Wellness, And The Food Shift
04/10/2026
[Expo West Series] Protein, Wellness, And The Food Shift
Colin Long is the VP of Sales at SuckerPunch, a food brand reinventing pickles with bold flavors and functional benefits. Colin helps lead the growth of a brand redefining the pickle category with bold flavors and functional benefits. Under his leadership, the brand has expanded its reach across retail and into performance-driven markets like professional sports. Rachel Klein is the Director for CPG Growth at PLEASE & THANK YOU, a nationally recognized coffee and cookie brand known for its premium ingredients and cult-favorite chocolate chip cookies. Rachel focuses on scaling retail presence while maintaining the brand’s commitment to craftsmanship and product excellence. Brooke Vaughn is the Founder and CEO of PLEASE & THANK YOU, a nationally recognized coffee and cookie brand known for its premium ingredients and cult-favorite chocolate chip cookies. She has grown the company from a neighborhood café in Louisville into a multi-location brand with an expanding CPG and retail presence, including ready-to-bake and gluten-free cookie dough. The brand has been voted America’s Favorite Cookie Shop twice by USA Today, highlighting its strong customer loyalty and high-quality products. Brooke is also the Co-founder of Kentucky Duchess, a live directory supporting women in Kentucky’s food economy. Gage Mitchell is the Founder, CEO, and Creative Director of Modern Species, a sustainable brand design agency helping launch, evolve, and grow better-for-the-world brands to scale their positive impact. Under his leadership, the agency has spent more than 15 years partnering with B Corps and mission-focused companies to build brands that align profit with purpose. In addition to running his agency, Gage hosts the Brands for a Better World podcast, where he explores how business can be a force for good. Robert Cogan is the Owner of Power Full Energy USA Inc., a cross-border distribution company helping food and beverage brands scale across the US and Canada through sourcing, regulatory support, and retail expansion. He represents Melting Forest at Expo West, a functional beverage brand creating mushroom-powered drinks to support energy, focus, and stress relief. Known for his strong industry relationships, Robert connects brands with distribution opportunities and accelerates their growth across North America. In this episode… The future of food isn’t just about innovation for its own sake — it’s about purpose, performance, and the stories behind the brands. From functional benefits to family-driven roots, today’s founders are rethinking how everyday products can better serve real needs. So what does it look like when quality ingredients, personal experience, and intentional design come together to reshape familiar categories? At Expo West, that shift is playing out across the show floor. Pantry staples are being reimagined as functional solutions, like pickle products designed for hydration and electrolyte support. At the same time, indulgent categories like cookie dough are being elevated with premium ingredients and gluten-free innovation. Meanwhile, broader trends like protein, dairy, tea, and plant-based foods continue to evolve, with brands refining formulations, exploring new sources, and focusing on both performance and flavor. Beyond products, there’s a growing emphasis on farmer-led brands, regenerative practices, and a more connected, community-driven industry. On this episode of the Firebelly Social Show, Duncan Alney is live from Expo West, connecting with founders and industry leaders who are shaping the future of food and beverage. From functional snacks to heritage-inspired treats and emerging category trends, this episode highlights how purpose-driven entrepreneurs are building brands that are not only innovative, but meaningful.
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[Expo West Series] Purposeful Innovation And Family-Driven Entrepreneurship
04/03/2026
[Expo West Series] Purposeful Innovation And Family-Driven Entrepreneurship
Jasmin von Teichman is the Co-founder and CEO of Purplesful 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. Her work reflects a commitment to community, family values, and creating products that give back. Anna Cobb is the Founder and CEO of O’Kra, the world’s first sparkling okra water brand redefining wellness through culture and innovation. A plant scientist turned entrepreneur, she launched O’Kra after surviving a life-threatening allergic reaction to a synthetic energy supplement. Anna reimagines functional beverages as both beneficial and luxurious, blending ancestral ingredients with modern beauty standards. Leading a family-driven business, she is bringing culturally rooted wellness into the mainstream. Maxine Henderson is the Founder and CEO of Bollygood, an Indian-inspired sparkling beverage brand bringing the flavors of nimbu pani to a modern audience. Drawing from her grandmother’s recipe, she reimagines the traditional drink as a better-for-you sparkling lemonade with less sugar and clean ingredients. An electrical engineer turned entrepreneur, Maxine blends cultural heritage with innovation while growing a family-supported business. Sean Davis is the Co-founder of Evil Snacks, a better-for-you snack brand reimagining traditional chips with innovative ingredients like oyster mushrooms. He emphasizes delivering exceptional taste and texture while incorporating functional benefits like increased fiber. He is also the Founder of Nude Mints, the world’s first functional 2-in-1 breath & gut mint. With a background in brand building, product development, and retail distribution, Sean is passionate about creating consumer products that balance functionality, taste, and experience. In this episode… Behind every great product is a story. And at Expo West, many of the most compelling brands aren’t just built on innovation, but on purpose, heritage, and the people behind them. What happens when entrepreneurship is fueled not just by market opportunities, but by family values, cultural roots, and a desire to give back? This episode highlights founders who are blending personal mission with product innovation in meaningful ways. From a popcorn company donating a significant portion of profits to children’s charities to a beauty-forward beverage inspired by ancestral ingredients and built alongside multiple generations of family, these brands are redefining what it means to build with intention. Others are reimagining traditional recipes and transforming them into modern, better-for-you beverages that honor their origins while meeting today’s health standards. Even in the snack aisle, founders are pushing boundaries with unexpected ingredients like oyster mushrooms, proving that better-for-you products can still deliver on taste, texture, and craveability. On this episode of the Firebelly Social Show, Duncan Alney connects with founders at Expo West who are building brands rooted in purpose, powered by family, and inspired by culture. From charitable snack companies to heritage-driven beverages and innovative functional foods, this conversation showcases how today’s entrepreneurs are creating products that don’t just sell — they tell stories, bring people together, and make a meaningful impact.
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[Expo West Series] The Rise of Purpose-Driven Food Brands
03/27/2026
[Expo West Series] The Rise of Purpose-Driven Food Brands
Serenity Carr is the Co-founder and CEO of Serenity Kids, a brand transforming the baby food aisle with nutrient-dense, protein-forward products. She co-founded the company to challenge the norm of sugar-heavy, low-nutrition options and instead prioritize healthy fats and balanced macronutrients for early development. Through Serenity Kids, she is on a mission to help raise healthier children by redefining what quality nutrition looks like from the very beginning. Jose Pablo Madrazo and Patricio Madrazo are the Co-founders of San Miguel Family Foods, a brand rooted in generations of farming and food production. Having grown up working closely with food at its source, they bring deep agricultural knowledge and hands-on experience into building their company. Their mission is to translate their family heritage into high-quality products that connect traditional food practices with today’s market. Matthew Kemper is the Founder of LEVL, a clean hydration brand focused on natural electrolytes and functional ingredients. He created the company to offer an alternative to artificial sports drinks by using simple, effective components like Himalayan salt, adaptogens, and organic fruit. His work centers on delivering balanced hydration that supports everyday performance and wellness. Isabella Hughes is the Co-founder and Chief Revenue Officer of Better Sour, a modern candy brand reimagining sour gummies for today’s consumer. Alongside her co-founder, she built the company around a shared love of bold, unique flavors and a desire to create a better-for-you indulgence. Better Sour combines playful taste experiences with thoughtful ingredients, including low-sugar, high-fiber, and plant-based formulations. In this episode… The future of food is being shaped less by trends and more by intention — what we feed our bodies, where ingredients come from, and how products actually support everyday life. So what does it look like when founders prioritize function, family roots, and real nutrition over empty hype? At Expo West, that shift is everywhere. From baby food brands reimagining early nutrition with protein and healthy fats instead of sugar-heavy fillers to founders launching products rooted in generations of farming and food production, there’s a renewed focus on substance over shortcuts. Functional beverages are also evolving, with clean hydration drinks featuring natural electrolytes and adaptogens instead of artificial blends. And even indulgent categories are getting a rethink, with candy brands delivering bold, custom flavors alongside benefits like low-sugar, high-fiber, and plant-based ingredients. Across the board, these brands are proving that better-for-you doesn’t have to mean boring — it can be thoughtful, flavorful, and deeply personal. On this episode of the Firebelly Social Show, Duncan Alney is at Expo West connecting with founders who are building purpose-driven food and beverage brands. From nutrient-dense baby meals to family-founded food companies, functional hydration, and modern better-for-you treats, this episode highlights how today’s CPG innovators are redefining what it means to create products that truly serve people.
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[Expo West Series] Culture Meets Modern Food Innovation
03/20/2026
[Expo West Series] Culture Meets Modern Food Innovation
Miggy Reyes is the Co-founder of Narra, a beverage brand creating culturally inspired, ready-to-drink products like their ube vanilla latte, rooted in Southeast Asian flavors. A chef-trained entrepreneur, he co-launched Narra with his sister to modernize the latte category using tea-based, plant-powered drinks rooted in Southeast Asian traditions. Prior to Narra, he founded Virtual Table, a hands-on culinary experience company, and spent five years as a chef in top San Francisco fine-dining restaurants. Earlier in his career, Miggy worked at companies like Tesla and Intel after earning a master of Science degree from Stanford. Victoria Reyes is the Co-founder of Narra, a beverage brand creating culturally inspired, ready-to-drink products like their ube vanilla latte, rooted in Southeast Asian flavors. Alongside her brother, she created Narra to introduce Asian-inspired flavors and the Filipino “merienda” experience to a broader audience through clean, modern beverages. She plays a key role in scaling the brand and expanding its retail presence nationwide. Charlotte Proffitt is the Co-founder of Althea Farms, a snack brand focused on clean-label, heritage-inspired pecans made from a third-generation family recipe. Inspired by her grandmother’s legacy, she transformed a holiday tradition into a modern business focused on clean ingredients and bold flavor profiles. Her brand emphasizes heritage, quality, and transparency, bringing gourmet pecans crafted with care to a wider audience. 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. Cecilia Rios Murrieta is the Co-founder and CEO of JAS, a company crafting alcohol-free functional cocktails designed to bring joy and excitement to the non-alcoholic beverage space. She previously launched La Niña del Mezcal and ŌME Spirits, helping introduce artisanal Mexican spirits like mezcal, bacanora, and sotol to a global audience. Cecilia is also the author of Tequila Made Me Do It and has been recognized as one of the “Most Innovative Women in Food & Drink” by Fortune and Food & Wine. In this episode… The future of food isn’t just about taste anymore; it’s about culture, function, and purpose all colliding in unexpected ways. So what happens when bold innovation meets deeply personal stories on the biggest stage in food and beverage? From globally inspired flavors like ube making their way into ready-to-drink lattes to heritage recipes turned into modern snack brands, the founders at Expo West are blending tradition with innovation in ways that feel both nostalgic and new. There’s also a strong push toward clean ingredients and functional benefits, whether it’s seed oil-free snacks or alcohol-free cocktails designed for a healthier lifestyle. Underneath it all, these brands are driven by personal journeys, from cultural roots to lifestyle shifts that sparked entirely new product categories. On this episode of the Firebelly Social Show, Duncan Alney is at the Expo West, where he speaks with founders of emerging food and beverage brands about next-generation innovation. They explore globally inspired products like ube-based drinks, the rise of clean-label snacks, and functional non-alcoholic beverages. Plus, a look at how personal stories and lifestyle shifts are shaping the future of CPG brands.
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Matthew Kubick On Why Demos Matter
03/06/2026
Matthew Kubick On Why Demos Matter
Matthew Kubick is the Founder and President of Local Demo Service (Natural Brokerage), a company focused on helping mission-driven brands thrive in retail through in-store demos and strategic brand representation. With over 20 years of experience in the natural products industry, he has established a reputation as a trusted partner for emerging brands, leveraging his expertise as an athletic coach, brand ambassador, salesman, and entrepreneur. Matthew has also launched a YouTube channel called Sovereign Sustainability to educate people on sustainable living and wild foraging. His mission is to convert everyday shoppers into sustainable eaters to foster a healthier population, environment, and world. In this episode… It’s easy to think that great products sell themselves, but how do you make sure the right people actually try them? In retail, building a presence isn’t just about putting your product on a shelf — it’s about getting it into the hands of repeat customers. So, how do you create those lasting connections? For Matthew Kubick, the answer is simple: demos. As someone deeply embedded in the world of natural products and retail, he believes that the key to brand success lies in making those face-to-face connections that turn first-time buyers into lifelong fans. He points out that demos provide the personal touch, allowing brands to introduce their story and values in a way that online or in-store advertising can't replicate. It’s a long-term investment, where the goal is not just to drive immediate sales but to cultivate a community of dedicated consumers who will continue to come back. On this episode of the Firebelly Social Show, Duncan Alney talks with Matthew Kubick, Founder and President of Local Demo Service, about the importance of product demos for building brand loyalty. Matthew explains how demos help brands move from innovation sets to regular shelf placements in major retailers like Sprouts. He also shares his thoughts on how understanding trends is critical for brand success and why natural retailers are the future.
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Gage Mitchell: Building With Purpose
02/27/2026
Gage Mitchell: Building With Purpose
Gage Mitchell is the Founder, CEO, and Creative Director of Modern Species, a sustainable brand design agency helping launch, evolve, and grow better-for-the-world brands to scale their positive impact. Under his leadership, the agency has spent more than 15 years partnering with B Corps and mission-focused companies to build brands that align profit with purpose. In addition to running his agency, Gage hosts the Brands for a Better World podcast, where he explores how business can be a force for good. In this episode… Some agencies chase trends. Others chase revenue. But what happens when you decide to build a business around impact first and trust that growth will follow? In the words of Gage Mitchell, the key lies in starting with values and building your work around them. He shares how travel experiences, from craft beer bars in Brussels to witnessing environmental damage abroad, reshaped his thinking and pushed him to design a studio that only works with brands striving to create a more just, healthy, and regenerative world. The result is an agency model where storytelling, strategy, and sustainability work hand in hand to drive both profit and positive change. On this episode of the Firebelly Social Show, Duncan Alney is joined by Gage Mitchell, Founder, CEO, and Creative Director of Modern Species, to discuss building a purpose-led brand agency. They explore the benefits of choosing a niche rooted in impact, blending strategy with storytelling, and why collaboration beats competition. Gage also talks about scaling responsibly without losing culture or mission.
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Daniel R. Clarke On The Importance Of Brand Positioning
02/20/2026
Daniel R. Clarke On The Importance Of Brand Positioning
Daniel R. Clarke is the Founder and Lead Consultant of Tea At Four LLC, where he helps brands of all sizes with strategy, brand building, marketing, and innovation. He is a seasoned Marketing Consultant and Fractional CMO with over 20 years of experience, having held leadership roles at Procter & Gamble, Coty, Pernod Ricard, and Booz & Company before founding Tea At Four. Daniel has lived and worked in seven countries and recently became a US citizen, bringing a global perspective and creative audacity to his work. In this episode… Great brands don’t just compete on shelves; they compete in people’s minds. In a world overflowing with options, what actually makes someone reach for you instead of the dozens of alternatives sitting inches away? Globally seasoned brand strategist Daniel R. Clarke says the answer lies in a purposeful and distinct point of difference. He believes brands must start with strong fundamentals — deep consumer understanding, a defined positioning, and a product that truly delivers — before trying to be flashy or disruptive. When those foundations are solid, brands earn the right to build rich worlds, rituals, and cultural relevance that make them memorable rather than interchangeable. On this episode of the Firebelly Social Show, Duncan Alney talks with Daniel R. Clarke, Founder and Lead Consultant of Tea At Four LLC, to discuss the importance of brand positioning. They explore how big CPG brands build lasting loyalty, why challenger brands win with speed and focus, and how a sharp point of difference cuts through crowded categories. Daniel also shares advice on using AI without losing your brand’s core identity.
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Collin Pollock: Building A Mission-Driven BBQ Brand
02/06/2026
Collin Pollock: Building A Mission-Driven BBQ Brand
Collin Pollock is the Founder of WheelyQ Barbecue, a mission-driven, family-run company that crafts premium barbecue sauces and seasonings with simple, all-natural ingredients while raising awareness and funds for spinal muscular atrophy (SMA) research. Under Collin’s leadership, WheelyQ donates 6% of its profits to SMA charities, expanding from homemade sauces to full-scale manufacturing and earning rave reviews for both flavor and purpose. Living with SMA himself, Collin is a passionate disability advocate who uses his brand to spark conversation and educate others about the disease. In this episode… Purpose-driven brands don’t usually start in boardrooms. They begin in kitchens, in difficult moments, and in the decision to transform personal challenges into something that benefits others as well. So what does it really take to build a business where flavor and mission grow side by side? For Collin Pollock, the key lies in refusing to step back when life forces a crossroads. He explains that WheelyQ began with homemade sauce samples, honest feedback, and a commitment to keep pushing forward, even as the condition of spinal muscular atrophy progressed. Collin’s story shows how a simple product can become a platform for awareness, giving back, and inspiring others to lead with purpose. On this episode of the Firebelly Social Show, Duncan Alney talks with Collin Pollock, Founder of WheelyQ Barbecue, to discuss building a mission-driven BBQ brand. They explore turning personal obstacles into entrepreneurship, creating clean sauces with simple ingredients, and donating profits to SMA research. Collin also shares advice on staying persistent and never holding back.
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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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