Brand Alchemist Podcast

Taja Dockendorf is the Founder, Owner, and Creative Director at Pulp + Wire, a female-founded, award-winning, full-service, CPG branding and marketing agency. Pulp + Wire specializes in helping natural and organic foods, cannabis, hemp, and lifestyle brands discover their identities and create websites, packaging, and social media strategies that resonate with their audiences.  Taja has built P+W into one of the most in-demand, referred design houses in the Northeast, and her creative approach to a client-centric and holistic business model has consistently earned the company multiple graphic design and advertising awards. She is a regular contributor to Forbes, focusing on team culture in the creative space, and has been featured in The Dieline, Graphic Design USA, and Food Manufacturing Magazine, among other publications. Before Pulp + Wire, Taja co-founded multiple other brands and companies. In this episode… With so much innovation and noise in the CPG market, brands must adapt and differentiate themselves from the competition, all while remaining consistent with their values and keeping the consumer at the forefront. What can you learn from five CPG brand founders who have balanced these responsibilities amid a rapidly evolving market? When scaling your brand, you must ensure your products remain true to your company's core. Junea Rocha recommends making small changes to your manufacturing over time, while Hector Saldivar warns against growing too quickly and instead suggests building relationships with key retailers and investing in channels that complement your products. Advertising in stores is no longer enough to capture consumers' attention, so Alison Cayne has merged digital shopping with in-store experiences by offering consumers online recipes for her products. Whether operating in the restaurant or DTC space, consumer engagement and connection are crucial. Jake Karls has developed a brand persona that exudes positivity, and Nabeer Alamgir has dedicated his brand to fostering connections with restaurateurs.  In the Brand Alchemist Podcast's exclusive compilation episode, Taja Dockendorf reviews her top five episodes. With insights from Junea Rocha, Hector Saldivar, Alison Cayne, Jake Karls, and Nabeer Alamgir, Taja reflects on generating brand engagement and connection, how to scale sustainably, and how to position your products in front of consumers.

Sara Cullen is the Founder and CEO of GEM, a multivitamin made from real food. After years of struggling with fatigue, inflammation, and digestive issues, she discovered she was nutrient deficient and created a transparent and sustainable solution made with nourishing whole foods. Sara is driven by a passion for sustainable farming and global agriculture.  In this episode… The standard American diet falls short of the recommended daily nutrient intake, leading many people to be nutrient-deficient despite eating what they may consider a healthy diet. Modern supplements and vitamins don't offer much of a solution, since most of them are little more than sugar-coated gummy bears. Find out how a CPG entrepreneur is revolutionizing traditional notions of multivitamins with a novel idea. Sara Cullen suffered from various nutrient deficiencies for years until consuming plant-based supplements like spirulina, algae, and other seaweeds transformed her health for the better. With a strong belief that food is medicine, Sara began developing multivitamins made with nutrient-rich superfoods like ginger, orange, turmeric, and seeds. By balancing taste with health and wellness benefits, she has created an innovative product that subverts the vitamin and supplement category. Sara maintains that focusing exclusively on DTC rather than retail has allowed her to better incorporate consumer feedback into her products for continuous iterations and refinement. In the latest episode of the Brand Alchemist Podcast, Taja Dockendorf interviews Sara Cullen, the Founder and CEO of GEM, about how she transformed her personal health struggle into a real food nutrition company. Sara shares why GEM doesn't believe in mega-dosing, the company's strategic growth choices, and how she developed the brand's flavor profiles.

Junea Rocha is the CMO and Co-founder of Brazi Bites, a better-for-you, Latin-inspired, gluten-free frozen foods brand. With a background in civil engineering, she transitioned to the food industry by scaling her family's recipe for Brazilian cheese bread into a thriving brand with multiple product lines sold in thousands of stores nationwide. Junea also launched the Latino Entrepreneur Accelerator Program, where she empowers emerging entrepreneurs to advance minority representation in the CPG industry. In this episode… The CPG industry is reaching new heights with the ongoing introduction of culturally rich products. However, many consumers aren't ready for such a drastic shift from the traditional. How can you ensure the market is primed for your family recipes? Latina entrepreneur Junea Rocha tried launching a frozen version of her family's Brazilian cheese bread from a food truck, but consumers weren't prepared to merge the two distinct categories. It wasn't until her brand appeared on Shark Tank that she captured consumers' attention and began developing a marketing strategy utilizing customer behavior to innovate effectively. When scaling for mass production, Junea recommends maintaining cultural authenticity and communicating your brand story and product value in your packaging and design. In the latest Brand Alchemist Podcast episode, Taja Dockendorf welcomes Junea Rocha, the CMO and Co-founder of Brazi Bites, to talk about how she scaled a culturally authentic food brand. Junea shares her strategic approach to gradual innovation and product evolution, why she developed the Latino Entrepreneur Accelerator Program, and her creative brand-building process.

Mike Glick is the Co-founder and CEO of Goode Health, a health and wellness company specializing in biometric tracking and nutrition products designed to improve overall health. He also leads the Columbus studio for Palm Venture Studios, a private firm for new health and wellness technologies located at Ohio State University. Having spent over 10 years leading adult and pediatric nutrition at Abbott, Mike is dedicated to improving accessibility to nutrition and healthcare.  In this episode… In an industry flooded with generic products, nutrition brands must differentiate their offerings through customized solutions. How can you educate consumers about your products' unique benefits? Nutrition expert and startup entrepreneur Mike Glick developed a protein supplement company that stands out in a cluttered market by adhering to transparency, ethical standards, and product efficacy. The brand tailors products to consumers' health needs by offering personal nutrition assessments that address nutrient deficiencies and goals. Mike recommends leveraging authentic case studies of vetted individuals who understand your brand's mission and can communicate the personal benefits and provide educational advice. This reduces the confusion surrounding nutritional health products and positions your brand as a reliable solution. Tune in to this episode of the Brand Alchemist Podcast as Taja Dockendorf hosts Mike Glick, the Co-founder and CEO of Goode Health, who talks about revolutionizing personalized nutrition in the CPG market. Mike shares how to market a new brand in a competitive industry, how to identify your target audience, and Goode Health's future expansion plans. 

Hector Saldivar is the Founder of Tia Lupita Foods, a Mexican-inspired food brand made with clean ingredients. A Mexico City native, he adapted his mother's renowned hot sauce recipe into a thriving business. With 14 years of CPG experience, Hector began his career as a field representative before working for industry giants like Nestlé and Diamond Foods. In this episode… Starting a new business venture can be a challenge filled with unexpected trials and lessons, especially in the CPG space where creative freedom is valued. How can you harness this creativity to adapt cherished family recipes for the modern consumer? Transitioning a family recipe from small batches to large-scale production requires making some compromises, yet culture connoisseur Hector Saldivar has managed to preserve 95% of the original taste of his mother's famous hot sauce. He has achieved this by infusing his brand with authentic stories and family traditions that resonate with customers and distinguish his product in the market. By showcasing your passion in every brand effort, you can cultivate connections and relationships with consumers and stakeholders. In today's episode of the Brand Alchemist Podcast, Taja Dockendorf chats with Hector Saldivar, the Founder of Tia Lupita Foods, about building a CPG brand from a beloved family recipe. Hector shares how he overcame imposter syndrome and navigated rapid growth and reveals his plans for expanding Tia Lupita's product offerings.

Mike Schanbacher is Co-founder of Blobs, a candy company with clean ingredients and low sugar content. In his role, he spearheads Blob's marketing and growth strategies, infusing the brand with the joy and nostalgia of childhood candy. With experience crafting digital marketing and growth strategies, Mike has held roles at numerous prominent companies, including Ogilvy, Partner Commerce, Quip, and USA Today.  Nicholas Kheny is Co-founder of Blobs, where he oversees operations, finance, strategy, and R&D, ensuring great-tasting, better-for-you candy. With a background in biochemical and environmental engineering, he transitioned from real estate to candy-making after discovering a passion for innovative consumer solutions and sustainability. In this episode… What does it take to turn a nostalgic passion into a groundbreaking business? Many sweets and snacks on the market are either filled with sugar or contain sweeteners with unpleasant tastes and textures. Is it possible to disrupt the traditional candy market with something entirely new? Mike Schanbacher and Nicholas Kheny tackled this challenge head-on with a gummy candy brand that debunks the myth that healthy candy can't be fun or delicious. When introducing an innovative product to a crowded market, they recommend embracing creativity in the development process by exploring new shapes, colors, and textures to make the product stand out and create a unique brand identity. Once customers become familiar with your brand, you can integrate their feedback into your product iterations to adapt to the market. Each brand-building effort should incorporate storytelling elements in your packaging and marketing to capture consumers' imaginations and foster brand engagement.  In the latest Brand Alchemist Podcast episode, Taja Dockendorf welcomes Mike Schanbacher and Nicholas Kheny of Blobs to discuss how their brand fulfills childhood memories of candy without guilt. Together, they recount the trial and error in perfecting their product, the strategic brand positioning, and their commitment to connecting with consumers in a genuine, memorable way.

Chitra Agrawal is the Founder of Brooklyn Dehli, an Indian-American condiments brand. She founded Brooklyn Dehli to bridge cultures by connecting consumers to authentic Indian flavors. Chitra is the author of the cookbook Vibrant India: Fresh Vegetarian Recipes from Bangalore to Brooklyn. For over 15 years, she has taught and written about vegetarian food rooted in her Indian heritage. In this episode… People often launch CPG brands after identifying a gap in the market, but others do so to fulfill a personal need. When taking this route, recognizing and connecting with your ideal customer can prove challenging. Hear how a CPG entrepreneur influenced by her cultural background brought her brand to the mass market. Fueled by a desire to introduce Indian cuisine and flavors to the world, Chitra Agrawal established a personal vision for her brand uninfluenced by conventional market products. Although her brand didn't scale at a traditional pace, she was able to forge her own path and control the direction of her growth. When introducing consumers to diverse products not recognized by the mass market, Chitra suggests including recipes on your website to instruct consumers on product usage. By infusing your marketing efforts with your personal mission, consumers are more likely to connect with you. Tune in to this episode of the Brand Alchemist Podcast as Taja Dockendorf chats with Chitra Agrawal, the Founder of Brooklyn Dehli, about her journey introducing culturally rich products to the market. Chitra shares the value of growing a brand without expectations or timelines, her favorite aspect of building a culturally inspired brand, and Brooklyn Dehli's plans for product expansion. 

Gardar Stefansson is the CEO and Co-founder of GOOD GOOD, a CPG brand offering all-natural and low-calorie jams, butters, and spreads with no added sugar. In his role, Gardar oversees daily operations and establishes a cross-country network. After noticing most food options were high in sugar or contained artificial sweeteners, he founded the brand to offer tasty and nutritious alternatives. Before launching GOOD GOOD, Gardar co-founded two artisan salt companies.  In this episode… With diabetes becoming a global epidemic, people are searching for sugar substitutes and alternatives to sugary foods. However, most of these products are known for their artificial flavors and unpleasant textures. With a commitment to cultivating healthy lifestyles, today's CPG entrepreneur has discovered and branded palatable no-sugar-added products. Entrepreneur and foodie Gardar Stefansson realized that most people associate no sugar with horrible flavors, so he began offering consumers samples of naturally sweetened jams and jellies to disprove that belief. His target audience soon discovered that it's possible to create sweet and great-tasting food without added sugar. Gardar emphasizes that brands marketed as natural and healthy must fully recognize their production process and the source of their ingredients to convey an authentic brand story.  In today's episode of the Brand Alchemist Podcast, Taja Dockendorf welcomes Gardar Stefansson, Co-founder and CEO of GOOD GOOD, to speak on the process of creating a genuinely likable no-sugar-added brand. Gardar shares how he transitioned from making salt to making jam, how he sustains his mission of sourcing natural food, and GOOD GOOD's plans to revolutionize the spreads category.

Alex Sorenson is the Founder of Blank Slate Kitchen, which crafts internationally inspired sauces with all-natural, quality ingredients. The brand began as a side project before evolving into a successful venture sold nationwide and featured in major publications. As a New York Times-starred chef, Alex has worked in various fine-dining restaurants throughout New York City, France, Rwanda, and Borneo. In this episode… When you've satisfied a market need with a brand built from your personal experiences, it's natural to execute each step of the process singlehandedly, ensuring everything aligns with your standards. Yet this isn't sustainable long-term, stunting future brand growth. Hear how a forward-thinking brand owner propelled his business forward despite setbacks to get his exclusive products in consumers' hands. After the first year of making chili oil in his personal kitchen to ensure quality outputs, Alex Sorenson sliced his finger with a mandoline blade, significantly delaying production. He decided to partner with a co-packer to expedite production and shipping, allowing him to focus on growing the business rather than overseeing daily operations. But Alex nearly lost his brand after partnering with a co-packer who underfilled his products and didn't ensure safe packaging methods. He maintains that co-packer relationships are fundamental to business success, emphasizing the importance of researching and vetting each company before establishing a mutual agreement with each other. Welcome back to the Brand Alchemist Podcast as Taja Dockendorf interviews Alex Sorenson, the Founder of Blank Slate Kitchen, about his brand-building story. Alex talks about his products' travel-inspired, culturally rich flavor profiles, his plans to diversify his product line, and how he transitioned from a software engineer to a professional chef.

Ashley Nickelson is the Founder and CEO of B.T.R. Nation, which produces on-the-go, better-for-you snacks that reimagine typical vending machine food. B.T.R. Nation has tens of thousands of customers nationwide and is distributed in over 600 stores. After her parents were diagnosed with cancer, Ashley became their primary caretaker and spent years eating out of hospital vending machines and cafeterias. With a background in biochemistry and food studies, she began making protein-packed plant-based snacks.  In this episode… With many consumers becoming more health-conscious, the market is saturated with natural, better-for-you food options. However, even while promoting fresh ingredients, some brands begin manufacturing their products with refined and engineered ingredients over time, replicating their original flavors while cutting costs. How can you maintain a commitment to real food ingredients while differentiating yourself in the market? With a unique mission to replace toxic vending machine snacks with plant-based, protein-packed snack bars and bites, Ashley Nickelsen produces her products with real food for authentic flavors. She launched her brand in DTC channels to build initial brand awareness before transitioning into retail, where she focused on creating eye-catching packaging to attract new consumers. Yet consumers are often inundated with innumerable snack options, so to generate a loyal customer base, you must instill your mission into every endeavor from marketing and packaging to manufacturing, expansion, and innovation. In this episode of the Brand Alchemist Podcast, Taja Dockendorf welcomes Ashley Nickelson, the Founder and CEO of B.T.R. Nation, to talk about the brand's evolution. Ashley shares why you shouldn't focus on cost when manufacturing products, how to raise capital to build brand awareness, and her vision for the brand's expansion and innovation.

Jenna Liut is the Chief Commercial Officer and Co-founder of Kiddiwinks, a plant-based prebiotic milk for kids. As a marketing and business development specialist, she has experience in food and agriculture systems, storytelling, consumer behavior, and early-stage startup operations. Before Kiddiwinks, Jenna hosted the Eating Matters podcast and was the VP of Product at Ambrosia, a startup fighting food waste.  In this episode… Plant-based milk has been sweeping the market over the past 5-10 years as more consumers develop dairy intolerances. However, options like almond and oat milk lack the vital nutrients present in cow's milk, and many children with dietary restrictions find the texture and taste unpleasant. How can you produce and market functional beverages for a niche audience? After recognizing her own child's intolerance to milk protein, Jenna Liut partnered with research developers and nutrition experts to develop a tasty plant-based milk fortified with essential proteins, fibers, and vitamins. When launching and marketing a functional new product, customizing the messaging and packaging for your target audience is crucial, so Jenna created distinctive and lively designs tailored to kids. You must also remain consistent with your products to maintain their original benefits and characteristics, especially with a young consumer base. Throughout the process, you may attract consumers outside your initial scope, as Jenna discovered when teens and parents of young children began consuming her products. In today's episode of the Brand Alchemist Podcast, Taja Dockendorf returns to interview Jenna Liut, the Chief Commercial Officer and Co-founder of Kiddiwinks, about building a functional brand for kids. Jenna explains the difference between traditional plant-based milk and Kiddiwinks' functional beverages, her long-term vision for the brand, and the lessons she's learned along her journey.

Derek Wallace is Co-founder of Kalamata's Kitchen, a multimedia platform that encourages children to explore the world through food. Inspired by an episode of Chef's Table, he creates a curious and compassionate generation of eaters by using food to introduce kids to new experiences and cultures. Derek has experience in marketing, branding, go-to-market strategies, enterprise sales, and community program development.  In this episode… Every business starts with a vision, but creating a sustainable company requires executing your idea with a strategic plan and a compelling story. Although vision-oriented entrepreneurs may experience discouragement and rejection, true impact occurs if consumers resonate with the mission. How can you position your idea in front of your target audience? After searching for an age-appropriate and engaging medium to share his love of food with his son, Derek Wallace created relatable characters around a pledge to encourage kids to experience diverse foods. Through multi-channel content creation that integrates his initial vision into every touch point, Derek can create an authentic brand with a loyal audience. You can engage your consumerbase by fostering unique experiences that encourage customers to participate in your ideas. When you focus on storytelling, your customers will share your legacy. In today's episode of the Brand Alchemist Podcast, Derek Wallace, Co-founder of Kalamata's Kitchen, joins Taja Dockendorf to talk about his mission-focused brand. Derek explains how to execute a vision without going over budget, his personal growth as an entrepreneur, and his company's evolution from a book to animated content.

Chris Kirby is the Founder and President of Ithaca Hummus, the leading fresh-crafted hummus brand. After launching a lemon garlic hummus made with fresh ingredients, Ithaca became the fastest-growing hummus brand in America, sold at over 8,000 retailers nationwide including Wegmans, Whole Foods, Publix, and Sprouts. Chris started his career in the culinary industry as a professional chef.  In this episode… Fresh ingredients are expensive and difficult to mass produce, so some growing CPG brands compromise on product quality to reduce their COGS — but for mission-focused brands, skimping on ingredients is not an option. Learn how to maintain freshness while navigating growth and manufacturing challenges. As a formally-trained chef, Chris Kirby prioritizes fresh ingredients and quality, so he built a sustainable business model around transparency and education. He teaches his audience the difference between chemically-extracted and expeller-pressed seed oil, facilitating informative dialogue about healthy fats. With a Detox Project-certified hummus brand, Chris ensures his chickpeas are glyphosate-free, delivering healthy products to consumers. When striving for high-quality ingredients, Chris emphasizes the value of cultivating relationships with outsourced partners and vendors. In today's episode of the Brand Alchemist Podcast, Taja Dockendorf sits down with Chris Kirby, the Founder and President of Ithaca Hummus, who shares his journey of creating a clean-label hummus brand. Chris talks about the brand's expansion from hummus to salsa, his entrepreneurial evolution, and the genesis of Ithaca Hummus.

Nicole Cardone is the Co-founder and CEO of Fruitful Brands, the umbrella company of SorBabes and Fudgy Pop. SorBabes offers artisanal, flavor-dipped sorbet bars and Fudgy Pop produces rich, dairy-free fudge bars. After working as a financial analyst in the private financial sector, she created disruptive frozen food products focusing on flavor, quality, sustainability, and human and animal welfare. Deborah Gorman is the Co-founder and Owner of Fruitful Brands, SorBabes, and Fudgy Pop, where she focuses on reinventing and innovating classic treats. The brands have been featured in Fortune, Buzzfeed, PopSugar, and more. As an experienced food industry professional, recipe developer, and chef, Deborah's skills include innovation, R&D, and business development. In this episode… Sweet treats like ice cream bars and fudgsicles are nostalgic for many American consumers. However, many of these products are now white-labeled, sold in bulk, and made with artificial ingredients some consumers can't tolerate. Today's resourceful guests have developed a unique way to innovate their product line while educating and targeting consumers. Business partners and frozen treat trailblazers Nicole Cardone and Deborah Gorman recreated sorbet with frozen fruit bars after becoming dissatisfied with traditional options. Their staggering success inspired them to create similar products using chocolate. Yet sorbet and chocolate are distinct categories in consumers' minds, so Deborah and Nicole founded a separate company to launch and market chocolate-dipped pops as exclusive products. Managing juxtaposing brands with products in adjacent categories creates opportunities to emphasize their similarities and differences through educational website landing pages. In today's episode of the Brand Alchemist Podcast, Taja Dockendorf hosts Nicole Cardone and Deborah Gorman, the duo behind Fruitful Brands, to talk about managing two diverse brands under one company. Together, they share SorBabes' first packaging designs, Fudgy Pop and SorBabes' innovation and growth plans, and how they partnered to reinvent the frozen food category.

Daniel Del Coro is the Head of US Business Development at Secret Island Salmon and its parent company Salmones Austral, which specializes in sustainable seafood. With over 15 years of experience in the food business, he has partnered with award-winning chefs and worked in management, sales, branding, and marketing with startups, mid-market sustainable food brands, and nonprofit organizations like Slow Food New York City and New Amsterdam Market. Daniel studied leadership, crisis management, and survival skills at the National Outdoor Leadership School. In this episode… Seafood is a rapidly-expanding category in the CPG space. However, the controversy about wild versus farmed seafood has created misinformation among consumers. Farmed seafood like salmon is believed to be contaminated with chemicals, pathogens, dyes, and antibiotics. How can you educate consumers about sustainable aquaculture? As an advocate for sustainably-produced food, Daniel Del Coro is leading the initiative to destigmatize farmed salmon. With the world's population expected to reach 10 billion by 2050, food production must increase by 60%, so responsibly-managed seafood farms are crucial to ensure quality food. You can develop informative and engaging campaigns to educate consumers about the differences between farmed and wild-caught seafood, creating space in the market for both production methods. Join Taja Dockendorf in welcoming the Head of US Business Development at Secret Island Salmon and Salmones Austral Daniel Del Coro to this episode of the Brand Alchemist Podcast. Together, they discuss how Secret Island is revolutionizing aquaculture. Daniel also addresses how the seafood industry has evolved, Secret Island's new product innovations, and the company's emergence into the retail space.

Stefanie Garcia Turner is the Founder and CEO of TUYYO, a modern line of Hispanic food and beverages made with natural ingredients. With nearly two decades of experience in the natural products industry, she has helped hundreds of brands scale in various roles, including procurement, supplier business development, and sales and distribution management. As an advocate for good food systems, Stefanie has spoken at events like the USDA Know Your Farmer, Know Your Food initiative and is a member of the nonprofit organization Slow Food.  In this episode… Innovative CPG brands are paving the way for diverse products that introduce consumers to bold new flavors and cultures. But when certain consumer demographics aren't familiar with the product line, launching and positioning the items in the market can be difficult. How can you educate consumers to accelerate product innovation and grow your brand? Stefanie Garcia Turner's line of Latin-inspired agua fresca powders gained rapid traction among families with small children and anyone wanting to incorporate a simple, refreshing beverage into their daily routines. But she struggled to market her instant coffee, as the product isn't widely consumed among American shoppers. When educating consumers on item use, you must determine the ideal sales channel and revise your messaging to attract various demographics. Additionally, partnering with brokers can help you maintain an upward growth trajectory by marketing to specific audiences. The Founder and CEO of TUYYO, Stefanie Garcia Turner, is Taja Dockendorf's guest in this episode of the Brand Alchemist Podcast. Together, they discuss Stefanie's journey as a female and minority business owner launching culturally-diverse beverages. Stefanie also talks about how TUYYO's consumer base has evolved, her love of agua fresca, and how she developed her beverages.

Alison Cayne is the Founder of Haven's Kitchen, which produces globally-inspired fresh-made sauces. After teaching home cooking for over two decades and owning a cooking school and cafe for eight years, she launched a line of fresh sauces in pouches. Alison is the author of the critically-acclaimed book The Haven's Kitchen Cooking School and has contributed to publications such as the New York Post, Forbes, Architectural Digest, and Food. She also hosts In the Sauce, a podcast about building CPG brands. In this episode… With CPG brands launching versatile products in multiple categories, founders must position these items strategically to capture consumers' attention. But these marketing efforts must extend beyond in-store channels to accommodate evolving consumer behaviors. How can you navigate demands, product innovations, and brand positionings to scale and expand in a digitally-focused space? With a line of diverse, homemade vegan sauces, cooking connoisseur Alison Cayne launched her products in multiple categories to emphasize the various features and teach consumers how to cook with them. She began collaborating with brands in similar categories to market her products and educate consumers. But with the introduction of digital channels, advertising exclusively in stores became difficult. Instead, Alison recommends integrating digital marketing with in-store discounts and incentives to streamline product innovation and expansion. Tune in to this episode of the Brand Alchemist Podcast as Taja Dockendorf sits down with Alison Cayne, the Founder of Haven's Kitchen, to discuss how she grew her brand through multiple sales channels. Alison shares her love for home cooking, how she educates consumers about her versatile products, and her greatest personal and professional lessons.

Alison Evans and Chloe Bergson are the Co-founders of Sayso, a premium cocktail company offering tea bag cocktails. After meeting at Harvard Business School and bonding over their shared love of food and drink, Alison and Chloe noticed a lack of homemade cocktail options. They began experimenting with all-natural ingredients in tea bags and created delicious cocktails and mocktails.  In this episode… When it comes to the CPG beverage space, consumers are always looking for authentic and easily accessible alcoholic or mock drinks. With so many options on the market, how can you innovate to meet evolving demands and reach new audiences? After creating a cocktail mix in tea bags, business partners Chloe Bergson and Alison Evans knew they wanted to position the product as an innovation in the drink mixer space. But consumers began using the product as a mock tea, so Alison and Chloe refined their messaging and designs to eliminate confusion and convey the item as a versatile drink for everyone. They encourage other spirit and drink brands to identify market demand and release multiple item variations to evaluate product-market fit.  In this Brand Alchemist Podcast episode, Taja Dockendorf welcomes Alison Evans and Chloe Bergson, Co-founders of Sayso, who share their experiences testing, learning, and innovating in the spirit industry. Together, they discuss Sayso's product line evolution and how they navigated the difficulties of positioning the brand on retail shelves.

Charlie Weisman is the Founder of Staff, which reimagines household items with bold colors, unique materials, and pleasing characters. After being stuck in a tiny New York City apartment during the pandemic, he founded Staff with the mission of bringing joy to the mundane. The disruptive launch of Staff's first product — a plunger with a smiley face — pays homage to Charlie's grandfather, who had a lifelong career as a plumber. Charlie is a former Guinness Book of World Records judge and advertising executive. In this episode… The lifestyle space is a broad category, and it's often difficult to promote products and generate sales. This is especially the case with long-lasting, slower-moving products. How can you maintain relevance and gain traction in the market? As an innovative visionary, Charlie Weisman created household essentials with distinct functions and fun displays. But durable products like toilet plungers and oven mitts are often one-time purchases, so he launched additional clever and creative products to elevate sales. Charlie recommends breaking into new markets to connect with a wider audience and initiate product demand.  Join Taja Dockendorf in today's episode of the Brand Alchemist Podcast as she welcomes Charlie Weisman, the Founder of Staff, who shares the household brand's unique story. Charlie talks about Staff's product iterations, pressing challenges in the CPG space, and how he generates awareness for his brand.

Saskia Sorrosa is the Founder and CEO of Fresh Bellies, which produces savory snacks focused on combating childhood obesity. By offering vegetables without added sugar and seasoning with Latin-inspired herbs and spices, Fresh Bellies helps shape nutritional preferences early to encourage healthier choices later in life. In 2019, the company debuted on Shark Tank season 10 and launched with GS Entrepreneur Cohort in 2021. Before founding Fresh Bellies, Saskia was the VP of Marketing for the NBA.  In this episode… The food system in America is broken. Prepackaged snacks contain artificial coloring, harmful chemicals, and copious amounts of salt and refined sugar. With these widely-available and cost-effective foods on the market, is it possible to offer fresh and healthy alternatives?  When manufacturing nutritious food options, many brands reengineer inexpensive ingredients to reduce their COGS and production times, resulting in low-quality products. As an advocate for clean ingredients, Saskia Sorrosa believes in augmenting the flavor of whole foods using authentic spices and seasoning. While building and sustaining a functional CPG brand requires you to be flexible and pivot to embrace unpredictability, Saskia says to observe your initial mission of producing nourishing foods with quality ingredients. Join Taja Dockendorf in today's episode of the Brand Alchemist Podcast as she sits down with Saskia Sorrosa, the Founder and CEO of Fresh Bellies, to talk about her mission to redefine the food system. Saskia shares Fresh Bellies' flavor profiles, the brand's goals to expand its product lines, and how she differentiates her products in the market. 

Kaitlin Mogentale is the Founder and CEO of Pulp Pantry, an upcycled food brand transforming fruit and vegetable juice pulp into nutritious, convenient snacks. With a passion for sustainability, she founded Pulp Pantry to reduce food waste and promote a sustainable future. As a Shark Tank veteran, Kaitlin has been recognized as a next-generation leader by CSQ magazine and named Woman of Entrepreneurship by Comerica Bank. In this episode… With upcycled food becoming a retail and consumer commodity, brands are pioneering sustainable, functional products. In 2022, over 100 brands and 300 products became upcycled certified. Learn how you can reduce food waste, fight climate change, and meet evolving consumer demands with innovative products. Sustainability and food waste activist Kaitlin Mogentale recognized an opportunity to leverage vegetable pulp — an often-disregarded resource in the food system — to redefine traditional veggie chips. By creating familiar flavors and harnessing various social channels and networks to relay her message, Kaitlin has amplified her impact to educate the public on the growing upcycled food movement. She advises other upcycled food brands to launch in basic categories with mainstream flavor profiles to target new audiences. In this episode of the Brand Alchemist Podcast, Taja Dockendorf interviews Kaitlin Mogentale, the Founder and CEO of Pulp Pantry, about how she built and scaled a certified upcycled food brand. Kaitlin describes her process for educating consumers about the upcycled food movement, her plans for future mission-based innovation, and her experience marketing her brand on Shark Tank.

Adam Brown is the Founder and President of Sircle Media, a social media strategy firm. In his role, he works with CPG, beverage, and spirit brands to help them navigate social media strategies and execution. Adam is also an investor and advisor for several CPG brands including Actual Veggies, RIND Snacks, and Mezcla. With nearly 25 years of experience in digital marketing, he has held various positions on both the client and vendor sides. Adam's writing has been featured on websites like Social Media Today and The Salesforce Marketing Cloud. In this episode… With so much volatility in the CPG space, brands are reducing their budgets to conserve finances. For CPG-focused agencies, this indicates decreased conversions and a delayed sales cycle. How can you build and sustain a thriving agency that can persist and grow through these unprecedented challenges? With extensive involvement in both brands and agencies, Adam Brown understands how to structure an agency to meet client needs while maintaining profitability. While most agencies offer comprehensive branding and digital marketing services, Adam has developed a niche for his firm based on his strengths, experiences, and vision. Narrowing your focus benefits clients and allows you to hire adaptable talent that aligns with your business' identity. Throughout his journey, Adam has learned that having transparent conversations with brands helps them recognize value propositions, thus boosting conversions and cultivating relationships.  Tune in to this episode of the Brand Alchemist Podcast as Taja Dockendorf welcomes Adam Brown, the Founder and President of Sircle Media, who shares insights for agency success. Adam discusses how brands' declining profitability has impacted the agency sales cycle, his criteria for investing in CPG brands, and the value of niching down to embrace your strengths.

Briana Warner is the CEO of Atlantic Sea Farms, which creates innovative products from sustainably-farmed sea greens. In 2022, the brand received the Fast Company Brands That Matter award. As CEO, Briana has forged a path for seaweed aquaculture by working with fishermen to grow and create national demand for kelp as a climate change adaptation strategy. She has received various awards, including the Eating Well Food Hero and SFA Business Leadership awards. Before Atlantic Sea Farms, Briana served several tours as a diplomat in the US Foreign Service and created the first economic development programming suite at the Island Institute.  In this episode… Conventional CPG companies often structure their brands around their products, integrating a mission as the derivative instead of the driving force. Today's guest has pioneered kelp products by executing a mission to expand the fishing and farming industries for environmental health and sustainability. What can you observe from her efforts? Maine's fishing industry relies on consistent lobster harvesting. Yet the volatile nature of Maine's waters places family fishermen and the coastline at risk. Purpose-driven innovator Briana Warner has created a supplemental income source for fishermen by initiating a demand for regenerative kelp, helping offset climate change for future generations. Accordingly, she has restored a precarious industry while producing healthy kelp products for consumers.  In this episode of the Brand Alchemist Podcast, Taja Dockendorf welcomes Briana Warner, CEO of Atlantic Sea Farms, who shares her mission to offset climate change and transform the fishing industry. Briana explains how Atlantic Sea Farms supports independent farmers, how kelp farming has evolved, and her company's innovation pipeline.

Ashley Albert is the Founder of The Matzo Project, an artisanal cracker company manufacturing traditional Jewish snacks. As the 10th-best female shuffleboard player in the world, she is also the Founder of The Royal Palms Shuffleboard Club, where she has introduced hundreds of thousands of new shuffleboard players to the 100-year-old game. Ashley is a 25-year veteran of the New York City voiceover industry. In this episode… The creative process is integral to developing all aspects of a pioneering brand. As today's guest demonstrates, this process is never straightforward, always intricate, and sometimes even beautiful. Multifaceted visionary Ashley Albert couldn't settle on a single career, so she pursued multiple. From voice acting and sports to creating a distinctive CPG brand, she has tested ideas that failed and learned from them to carve a personal path to success. Ashley discovered that one of the most demanding aspects of formulating a brand is prompting your team to execute your precise vision. When facing disappointment over a project's outcome, she says to communicate expectations so your team can understand your creative process and interpret your ideas. In this episode of the Brand Alchemist Podcast, Taja Dockendorf welcomes Ashley Albert, the Founder of The Matzo Project and The Royal Palms Shuffleboard Club, to talk about her creative process for developing a CPG brand. Ashley shares her unconventional hiring strategy, how she channels her creative energy, and how she sets expectations with designers.

Sarah Wallace is the Founder and CEO of The Good Bean, a female-owned business making tasty and nutritious bean protein snacks. Through the acquisition of Beanitos chips, The Good Bean has become one of the largest bean-based brands in the country. Born and raised in India, Sarah is passionate about the diversity of food, culture, and sustainable agriculture. She is also a Founding Member of (Included) CPG, which advances diverse representation in the CPG industry.  In this episode… Historically, the CPG industry has competed for consumer attention, with innovation focused on profitability rather than functionality. With so many trends, profit-driven brands, and industrialized products in the market, how can you deliver value and encourage diverse innovation? CPG veteran and diversity advocate Sarah Wallace says that authentic innovation occurs within niche product categories. Her purpose and value-based approach to innovation in the bean category allows her to market culturally diverse products and pioneer original categories. You can facilitate meaningful innovation by supporting brands with underrepresented founders who bring unique perspectives and recipes to the CPG space. In this episode of the Brand Alchemist Podcast, Taja Dockendorf welcomes Sarah Wallace, Founder and CEO of The Good Bean and CEO of Beanitos, to talk about disruptive innovation in the CPG space. Sarah explains how to generate consumer awareness, the category distinctions between her bean brands, and The Good Bean's acquisition of Beanitos.

Kevin McCray is the Co-founder and COO of Kevin's Natural Foods, a line of healthy entrées, sauces, and seasoning blends making clean eating taste delicious and align with busy lifestyles. He began as COO of CalChef Foods before forming a partnership with renowned entrepreneur Dan Costa and creating Kevin's Natural Foods. After battling a severe autoimmune disorder, Kevin cured his condition through the Paleo diet and developed Kevin's Natural Foods to help others eat clean. In this episode… As natural food and lifestyles become increasingly prevalent, consumers are recognizing that meal prepping is time-consuming. Many brands have developed packaged meals to address this challenge, but they often lack flavor. How can you encourage consumers to incorporate fresh foods into their diets through tasty and convenient options? Health-conscious entrepreneur Kevin McCray has developed a line of clean, delicious, and practical sous vide meat dishes. As an innovator in the grocery store's refrigerated aisle, he says that this space provides an opportunity to target natural shoppers through appropriate pricing and minimalist packaging. Additionally, you can gather pivotal feedback through transparent focus groups that allow consumers to voice their concerns and preferences. These may include digital meetings and surveys with comprehensive, probing questions, helping you refine your products for the customer.  In this episode of the Brand Alchemist Podcast, Co-founder and COO of Kevin's Natural Foods, Kevin McCray, joins Taja Dockendorf to discuss how he meets consumer demands in the natural food space. Kevin shares how he leverages consumer feedback for product iterations, the benefits and challenges of selling in retail, and his brand's future product innovations.

Steve Thorp is the Co-founder and CEO of Before Self Care Company, which manufactures custom, dentist-approved toothpaste made with clean ingredients and packaged in a 100% recyclable plant-based tube. As a serial entrepreneur, he has founded many influential brands, including Postmark Brewing and Vancouver Urban Winery. Steve's experience in sales and marketing has provided him with a real-world perspective on developing meaningful brands with a lasting impact on people and the planet. Jamie Collins is the Co-founder and CMO of Before and the Co-founder and Creative Director of Analog Design. For 25 years, he has designed and marketed iconic brands in multiple industries, including action sports, real estate, food and beverage, consumer products, fashion, technology, and tourism. Jamie's dedication to healthy, active living helped him shape a unique vision for Before. In this episode… The toothpaste industry is largely unexplored, with little to no product innovation. Toothpaste manufactured with petroleum-based chemicals and bleach dominate the market. Yet self-care and healthy living is becoming a priority, so consumers are seeking natural products made with clean ingredients. What can you learn from one of the first all-natural, environmentally-conscious brands dominating the toothpaste business? Before's products are crafted intentionally with quality, functional ingredients and packaged using plant-based plastics, encouraging consumers to prioritize oral health with an enjoyable experience. From simplistic yet heavily-branded packaging to purifying toothpaste customized for consumer needs, Before provides an authentic value proposition. Founders Steve Thorp and Jamie Collins are passionate about consumer and environmental health and inspire other product disruptors to observe customer feedback and take responsibility for their environmental impact to build an impactful brand. Listen to this episode of the Brand Alchemist Podcast as Taja Dockendorf invites Before Co-founders Steve Thorp and Jamie Collins to chat about revolutionizing toothpaste. Together, they discuss creating a unique and innovative brand experience, how they developed and launched plant-based plastic, and the challenges of competing against established toothpaste brands.

Hailey Swartz is the Co-founder and Co-CEO of Actual Veggies, a brand that's redefining the plant-based protein industry with its line of veggie-only burgers. The quarter-pound, chef-created veggie burger patties are made with fresh vegetables, grains, and a signature spice blend. Each burger variety holds a vibrant color indicative of the vegetables used. In this episode… Plant-based and veggie burgers are garnering widespread acclaim in the CPG space. Yet many of these burgers are mass-produced with preservatives, creating chalky and dry textures. As consumers become increasingly health-conscious, they're seeking plant-based burgers made with fresh ingredients. So how can you pivot to align with these evolving demands? When launching and positioning a plant-based CPG brand, it's essential to consider each grocery store's trends and layouts to market accordingly. For instance, some buyers don't want to integrate veggie burgers with the grocery store's meat section, whereas others are receptive to incorporating clean, whole foods into their diets. Hailey Swartz conducts AB testing and collaborates with grocers to develop and promote her plant-based burgers with real veggies you can see and taste, meeting consumers where they are in the process. She advises assessing competition, opportunities, market share, and consumer and investor feedback to innovate in the dynamic CPG landscape. Actual Veggies' Co-founder and Co-CEO, Hailey Swartz, is Taja Dockendorf's guest on today's episode of the Brand Alchemist Podcast. They talk about developing, marketing, and selling an all-natural veggie burger brand. Hailey also addresses evolving trends in the plant-based market, the challenges of launching and growing a brand during the pandemic, and how she recreates traditional veggie burgers.

Sheena Russell is the Founder and CEO of Made with Local, a B-Corp Certified snack company. As a social entrepreneur, she creates real food bars and granola mixes with ethically-sourced ingredients to connect people to the planet. Made with Local creates social impact through partnerships with local farmers and food producers. The brand has grown to reach over 3,000 grocery stores across Canada. In this episode… Many natural and organic snack brands are often dry and bland, with minimal variation in texture and flavor. This is because the ingredients are mass-produced in factories with specific product lines. Learn how one company cultivates a community to self-manufacture locally-sourced, tasty snack bars. Sheena Russell began self-manufacturing her products in an exclusive bakery to gain control of quality and profit margins. This has allowed her to innovate and scale her brand into new markets. To maintain fresh, natural ingredients during growth, Sheena builds a network of local farmers who align with the brand's mission and values. Establishing a disruptive brand that outperforms CPG competitors requires developing exceptional products and creating a community of supporters. In this episode of the Brand Alchemist Podcast, Sheena Russell, Founder and CEO of Made with Local, joins Taja Dockendorf to talk about how she created a social impact snack brand. Sheena explains the importance of building a community to gain brand recognition, the benefits and challenges of self-manufacturing, and the brand's goals for innovation.

Jake Karls is the Co-founder and Rainmaker at Mid-Day Squares, which manufactures functional chocolate bars. Over the past four years, Jake and his team have built a fully-automated chocolate factory to sell Mid-Day's products in over 4,500 stores across North America. As Rainmaker, he focuses on achieving growth by building relationships with investors, buyers, and journalists. Jake was named one of Forbes 2023 30 Under 30 for food and drink. In this episode… Building a CPG brand is often isolating and daunting. Cultivating a positive mindset is crucial to executing a brand vision. So how can you foster confidence and community to create a legacy for your brand? As the leading face of his brand, Jake Karls demonstrates authenticity and spreads positivity by documenting every aspect of his entrepreneurial journey. To sustain a motivational mindset, Jake recommends attending company-wide therapy sessions periodically to enhance team communication and build an uplifting culture. Through transparency and empathy, you can elevate yourself and your brand. In this episode of the Brand Alchemist Podcast, Taja Dockendorf interviews Jake Karls, Founder and Rainmaker at Mid-Day Squares, about his secret to developing an inspirational and prosperous brand. Jake talks about the impact of positivity and authenticity on brand promotion and growth, how he manifests positivity to scale his brand, and his bold promotion strategies.

Ayeshah Abuelhiga is the Founder and CEO of Mason Dixie Foods, the first and only clean-label ready-to-bake line of frozen biscuits focused on providing fresh, fast, and affordable Southern comfort food. In 2017, the brand was named a Top 10 Innovator by The Washington Business Journal. Ayeshah was voted a Top Millennial to Watch in 2014 and the Number 1 Food & Beverage Stunner by Industree DC. With over 12 years of experience in marketing, business development, and project management, she has consulted and managed business development projects for Fortune 500 companies. Ayeshah has also worked in front-of-the-house positions for major fine-dining restaurants and hotels.  In this episode… Historically, the CPG space has been male-dominated. While industry-wide DEI efforts are emerging, they're nevertheless led by those who often lack an adequate understanding of diverse peoples' experiences. So how can you forge your path and amplify your voice in this landscape? As a woman of color leading an acclaimed frozen goods brand, Ayeshah Abuelhiga is confident and authentic in her brand's direction and influence. Her company is 88% diverse because she believes that every brand can enhance its products by reflecting its consumer base. Prioritizing DEI requires lowering the barrier of entry to the CPG industry and providing people of all backgrounds with leadership opportunities. Project Potluck is an exclusive network for POC founders of CPG companies to support each other by offering access to resources and mentorship. Join Taja Dockendorf in this episode of the Brand Alchemist Podcast as she welcomes Ayeshah Abuelhiga, Founder and CEO of Mason Dixie Foods, to talk about how she encourages diversity through her CPG brand. Ayeshah explains what drives her leadership, her proudest moments as an entrepreneur, and Mason Dixie's product innovations.

Jenny Bonchak is a national award-winning barista and the Founder of Slingshot Coffee Company — offering cold brew black coffee — and Bright Side Beverage Club, a sparkling water brand. She is also the Founder of Needs & Wants, a beverage company offering superfruit teas with natural antioxidants and prebiotics. With 15 years of experience crafting specialty coffee, Jenny founded Slingshot in 2012 after selling her car for $5,000. In this episode… When it comes to coffee and other enjoyable beverages, the flavor profiles are often bland. For instance, cold brew coffee may be brewed hot and then diluted with milk and sugar. Similarly, sparkling water can taste metallic, leaving consumers with a dry mouth. Learn from a national award-winning barista about how she creates beverage brands that give consumers an amazing drinking experience.  Having spent 15 years focusing on palate development, Jenny Bonchak understands how to produce quality beverages. She sources specialty coffee from a direct trade model for authentic cold brew, offering multiple options for diverse preferences and flavorful beverages. Additionally, Jenny's custom carbonation system and organically-sourced fruits and botanicals give her sparkling water a smooth and refreshing taste. Each product is crafted with the companies' rooted values, allowing Jenny to influence her target audience. She encourages other beverage brands to recognize the value they add to their category so they can revolutionize the space and impact consumers' lives. In today's episode of the Brand Alchemist Podcast, Taja Dockendorf is joined by Jenny Bonchak, Founder of Slingshot Coffee Company, Needs & Wants, and Bright Side Beverage Club. They discuss how she built multiple beverage brands from the ground up. Jenny also shares how she educates consumers about specialty coffee, her purpose to develop products by women, for women, and how the CPG space has evolved to incorporate new opportunities.

Katie Wilson is the Co-founder of BelliWelli, the first gluten-free, probiotic-packed, low FODMAP, vegan snack bar for people suffering from gastrointestinal conditions. As someone who suffers from irritable bowel syndrome, Katie founded the company after years of sorting through food labels and consulting with doctors. In founding BelliWelli, she formed a community for those struggling with these conditions.  In this episode… Over 70% of adults suffer from digestive conditions such as irritable bowel syndrome, inflammatory bowel disease, and Crohn's disease. Many food options on the market aren't suitable for these disorders, and those affected struggle to manage their symptoms.  Meet BelliWelli: the gut-friendly snack bar with clean ingredients. Co-founder Katie Wilson developed and grew BelliWelli through a community of supporters and people with IBS. By recruiting these individuals to perform in-store demos and showcase their experiences with the brand, Katie has gathered valuable consumer insights. Yet, BelliWelli isn't only for IBS sufferers, and these insights have allowed Katie to leverage consumer-led education to position her brand as a healthy option for anyone.  In this episode of the Brand Alchemist Podcast, Taja Dockendorf invites Katie Wilson, Co-founder of BelliWelli, to speak about how she created a gut-friendly snack bar. Katie explains how she built a community to support BelliWelli, the brand's marketing campaign for IBS, and how she overcame the challenges of positioning BelliWelli.

Serina Hanlon is the Owner of The Pharmacy Lab, a compounding pharmacy specializing in non-sterile compounds. The Pharmacy Lab creates and helps customers personalize medications not commercially available. As a community pharmacy owner for over a decade, Serina is passionate about helping patients find modern medicine while incorporating natural alternatives and lifestyles to promote overall well-being. In this episode… The traditional healthcare system is restrictive, with pharmacies catering primarily to illnesses. In the health and wellness space, there's an increased demand for natural and holistic care. Serina Hanlon recognized a need for customized care that accommodates diverse lifestyles. Tune in to find out how she fulfills this demand and learn how you can develop a similar business model. Having been in business only a few weeks, The Pharmacy Lab has already launched products from multiple brands in the health and wellness industry. Serina works with her patients and brands to develop personalized treatment plans for various ailments and health goals. With its unique aesthetic, natural products, and unconventional services, The Pharmacy Lab is revolutionizing traditional pharmaceuticals. If you want to launch a groundbreaking new company or product, Serina says you have to possess a creative mindset, discover a comprehensive want, and determine how to solve it. In this episode of the Brand Alchemist Podcast, Taja Dockendorf welcomes Serina Hanlon, Owner of The Pharmacy Lab, to discuss her company's innovative mission. Serina talks about how The Pharmacy Lab differs from traditional pharmacies, her creative vision for the company, and advice for launching an innovative business or product.

Bob Burke is the Principal of Natural Products Consulting, a consulting firm specializing in bringing natural, organic, and specialty products to market across all channels. The firm has worked with companies such as Annie's, Oregon Chai, Kraft, and many others. He is also the co-author and co-publisher of the Natural Products Field Manual. Bob serves on multiple advisory boards for companies, including Wildgood, Fancypants Bakery, and the Nutrition Business Journal.  As an expert in marketing natural, organic, and specialty products, he was named one of the “Top 25 Business Builders of the Natural Products Industry for the last 25 years” by Natural Foods Merchandiser magazine. Before becoming a consultant, Bob was the Vice President of Sales and Corporate Development at Stonyfield Farm and has held management positions at Sperry Top-Sider and Colombo, Inc. In this episode… With inflation and supply chain constraints in the CPG space, brands must develop a sound strategy for future success. So how can you stay profitable in 2023? Many brands are hesitant to raise prices because they believe it will decrease purchase rates. But price increases are unavoidable in most cases, so to sustain your gross margins, Bob Burke recommends raising prices to match growing costs from suppliers. There are two components brands must focus on to maximize profits: buyer management and customer acquisition. You can create value for your brand by optimizing product categories and building an emotional connection with consumers. In today's episode of the Brand Alchemist Podcast, Taja Dockendorf hosts Bob Burke, Principal of Natural Products Consulting, to address how brands can grow in the CPG space in 2023. Bob shares advice for brands contemplating price increases, how the CPG landscape will evolve in 2023, growth strategies for CPG brands, and more!

Andrea Popova is the Co-founder and CEO of the Consumer Packaged Goods Directory, a hub for emerging consumer brands and the resources to build them. In her role, she builds product-driven solutions to help brands grow. As a chief growth officer, advisor, and investor in CPG brands, Andrea has experience leading cross-functional projects at high-growth startups, including Jet, Walmart, Prose, and Facebook. She is also a Product Growth Analyst at Meta, a Limited Partner at Rose Street Capital, and an Advisor at Buoy.  Jessica Deseo is a Partner at Dieline, the leading bespoke media brand for consumer packaging and brands. In 2019, Jessica and her Dieline business partner acquired Print Magazine, a bimonthly magazine on visual culture and design, where she serves as a Partner and Co-chief Creative Director. She has worked as a professional hands-on designer for a variety of notable brands since 2005. Jessica is also an Associate Professor at ArtCenter College of Design, where her students' work has received multiple awards and recognitions in package design. In this episode… Innovation, collaboration, and community are taking the CPG space by storm as brands attempt to navigate rising customer acquisition costs and other fluctuations. So, what are brands doing to stay ahead in the new year, and what can you observe from their efforts? Andrea Popova notes that brands are building robust communities to develop omnichannel engagement strategies and reach target audiences. You can establish and strengthen a community for your brand by developing a social media presence, launching relevant products, and cultivating partnerships to create informative and personalized content. As an observer of sustainable and upcycled packaging, Jessica Deseo recommends collaborating with other brands to find innovative new materials to package your products. She explains how it's easier for smaller brands to leverage sustainability in their packaging since they don't have to navigate as many regulations. Tune in to this episode of the Brand Alchemist Podcast for the final segment of the “Brand Alchemist Capsule Series” as Taja Dockendorf interviews Andrea Popova of CPGD and Jessica Deseo of The Dieline. Together, they talk about future innovation in the CPG industry. They also discuss how consumers are discovering sustainable packaging, tips and tricks for building brand communities, and future trends in branding and packaging.

Amrit Richmond is the Founder of Indie CPG, which supports sustainable indie brands through community, content, and connections. She is also the Founder of Supermercato, where she consults with brands, VCs, and technology companies on CPG insights and market research. Amrit has 15 years of experience in advertising, media, technology, and VC leading marketing, partnerships, co-investor relations, and founder support programs. Before Indie CPG and Supermercato, she was a brand strategist for advertising agencies and media companies, where she collaborated on global marketing campaigns.  Sue Hanson is the Program Manager at Maine Center for Entrepreneurs, a private nonprofit fostering growth and self-sufficiency among Maine's most promising and innovative startups. In her role, she launches and manages MCE's Food Accelerator Program by partnering with food, beverage, and agriculture companies to provide the skills, expertise, and resources needed for successful scaling. Sue has over 20 years of experience in the food business, strategic planning, project management, marketing, and product development. Before MCE, she was the Continuous Improvement Director at AdvancePierre. In this episode… In the aftermath of the pandemic, brands are reclaiming the grocery shelves as consumers begin cooking at home again. Yet, inflation is affecting product pricing and consumer budgets, and brands are struggling to stay afloat. So, how can you pivot to maximize growth in the future? One strategy Amrit Richmond advocates for is cross-brand collaboration. Partnering with similar brands to launch new products and promote one another boosts customer acquisition and lowers costs. Additionally, market research is a necessity for brand awareness and reach. So, both Amrit and Sue Hanson emphasize analyzing your target consumers' buying habits to create a product that meets their budget and lifestyle and performs successfully in the market. In this episode of the Brand Alchemist Podcast, Taja Dockendorf hosts Amrit Richmond of Indie CPG and Sue Hanson of Maine Center for Entrepreneurs to talk about optimizing brand growth in 2023. They discuss recurring CPG trends in 2022, how brands are pivoting to build awareness, and the financial challenges brands should prepare for in 2023.

Jess Caven is the Co-founder and Principal of Generation CPG, an agency that helps launch the next generation of CPG products in food, beverage, and wellness. In her role, she helps emerging, early-stage, and established CPG brands launch new products and optimize product management operations. Jess has over a decade of operations, supply chain, and brand-building experience with various food and personal care brands and has consulted with more than 40 brands across multiple categories.  Luke Penney is the Co-founder and Principal of Generation CPG. He has consulted with over 30 brands across the food, beverage, and wellness space on everything from contract manufacturing searches to full product launches and outsourced operations. As the founder of a plant-based skincare and wellness brand, Luke has 10 years of experience as a hands-on entrepreneur. Before Generation CPG, he was an investment analyst and an Adjunct Professor of Sustainability and Socially-Responsible Business at Colby College. Karen Farrell is the Vice President of Brand Services at PRESENCE Marketing, the nation's leading independently-owned natural products broker and service provider. As an experienced CPG sales and marketing executive, she has spent more than 25 years in the natural products industry, with 20 years in executive leadership, acquisitions, retail-buying, and brand consultation in sales and brokerage. Karen was the Owner of Topline Marketing, a regional sales and marketing brokerage in the natural products industry that was acquired by PRESENCE in 2012.  In this episode… The CPG landscape has shifted — everything from supply chain operations and distributions to product launches and sales has become increasingly expensive and difficult to navigate. With so many trends to consider, how can you determine the best path forward in 2023? Understanding how to navigate each aspect of the CPG space is critical for future success. At the foundational level, Jess Caven and Luke Penney stress the importance of analyzing your COGS (cost of goods sold), which includes raw materials, ingredients, packaging, and manufacturing costs. Assessing your COGS and profit margins helps you obtain adequate funding and determine the best distribution method for your brand. On the sales side, Karen Farrell says that instead of outsourcing an external sales team, hire a broker to help you appraise retailers and generate brand awareness. By fostering a strong business relationship with your broker, you can scale effectively. In this episode of the Brand Alchemist Podcast, Taja Dockendorf hosts Jess Caven and Luke Penney of Generation CPG and Karen Farrell of PRESENCE Marketing to address CPG brand trends and strategies for 2023. They discuss how brands can manage their COGS to prepare for product launches, the importance of developing relationships with co-packers and brokers, and strategies for building brand awareness in retail and DTC channels.

Zach DeAngelo is the Founder, CEO, and Investor at Rodeo CPG, a product and services firm designed to help innovative brands in the CPG space scale effectively. Rodeo's tools and top-notch team allow CPG innovation leaders to build, scale, and sell their products with better productivity. Zach builds an action-based ecosystem to solve the largest structural problems in the CPG industry. Before founding Rodeo, he was the CEO of P&L, Finance, Operations, and Sales at Kalot Superfood. Jessi Freitag is the Podcast Host and Producer at Startup CPG, a launchpad and community for emerging brands providing resources, connections, and opportunities to break into the industry. In her role, she uncovers the stories behind today's youngest brands and industry leaders. Jessi is also a productivity and workflow freelancer — she specializes in helping individuals and teams enhance organization through consulting, tutoring, and building custom-designed setup systems. In this episode… In 2022, the CPG space experienced major growth and development in key areas, including innovation, technology, and consumer behavior. Yet, economic instability and supply chain shortages have made it difficult for brands to adapt to these changes. As 2023 begins, what opportunities should you consider, and how can you pivot to stay abreast of emerging trends? As CPG growth consultant Zach DeAngelo observes, the emergence of delivery services and other platforms has revolutionized how startup brands launch and grow. With innovative new products and brands, consumers are becoming increasingly savvy. Zach says to analyze consumer data to understand and target their behavior, and both he and Jessi Freitag emphasize the importance of developing an omnichannel strategy to broaden your awareness. Jessi recommends testing multiple strategies to find an ideal solution for your brand. Join Taja Dockendorf in this episode of the Brand Alchemist Podcast for the first installment of the “Brand Alchemist Capsule Series.” She talks with Zach DeAngelo of Rodeo CPG and Jessi Freitag of Startup CPG about current and future CPG trends. They also discuss the challenges in the CPG space for 2022, how technology impacts brand launch, management, and growth, and provide advice and resources for launching and scaling a brand in 2023.

Alex Bayer is the Co-founder and CEO of Genius Juice, the world's first all-organic plant-based smoothie made from coconuts. After a friend offered him an organic coconut smoothie, he founded Genius Juice in 2014 with the goal of helping people reach higher levels of health and happiness. Before co-founding the smoothie brand, Alex served as the director of marketing and social media for VirginRaw Foods and the director and fundraising manager for nonprofit Karaoke For a Cure. In this episode… In a volatile economy, CPG brands face challenges scaling, generating profits, and boosting product visibility. So, how can you grow your brand amid increasing supply chain and retail costs? After struggling to grow his organic smoothie brand and generate an ideal profit, Alex Bayer conceptualized an alternative product line. In the coming year, he plans to launch wellness shots focused on minimizing brain fog and improving energy. To achieve your target growth, Alex's advice is to identify an optimal profit margin, conduct market research, and maintain product consistency. It's also necessary to innovate and expand your product lines to optimize growth and meet demands.  Tune in to this episode of the Brand Alchemist Podcast as Taja Dockendorf sits down with Alex Bayer, Co-founder and CEO of Genius Juice, to talk about brand growth and innovation in a modern CPG landscape. Alex discusses current and evolving CPG trends, tips for launching a CPG brand and distributing products, and his company's plans for future reinvention and growth.

Amy Cohn has a hybrid of experience building new businesses and growth for global brands and hyperlocal high-growth startups. She has run online product innovation teams and digital strategy at Disney, Oprah, and Sony and was a marketing and growth executive in healthcare (Heal) as well as blockchain (Dapper Labs). After being diagnosed with colon cancer in 2020, Amy is now focused on creating accessible solutions for people with chronic conditions. In this episode… The CPG space is volatile, with rapid changes and frequent challenges. So, how can you navigate product-to-market, distribution, and awareness challenges to launch a functional food brand that solves prevalent consumer issues? Amy Cohn coordinated an accelerated launch of her functional cookie brand to offer an accessible and beneficial sweet for people suffering from chronic illnesses, including diabetes and digestive disorders. She conducted extensive research and development and experimented with various distribution channels to create the perfect blend of healthy yet tasty ingredients and get them into consumers' hands. When managing the logistical challenges of specific consumer needs, Amy emphasizes the importance of remaining agile and prioritizing business goals. In today's episode of the Brand Alchemist Podcast, Taja Dockendorf sits down with Amy Cohn, CEO and Co-founder of Joydays, to discuss how she launched a functional food brand to address consumer health issues. Amy describes Joydays' methods for product awareness and channel distribution, the brand's strategic product-to-market process, and the major challenges she faced launching products in the CPG space.

Logan Mahoney is the Director of Business Development and Strategic Partnerships at Atomic Coffee Roasters, a North Shore-based coffee roaster, wholesaler, and retailer. In his role, he manages grocery, office, and contract manufacturing. With a passion for business management, Logan began working in customer service before becoming a Business Development Manager for both Atomic Coffee Roasters and Cold Craft Juicery. He holds a BS in business management from Bentley University.  Spencer Mahoney is the VP of Operations and Marketing at Atomic Coffee Roasters, where he oversees and coordinates numerous selling channels, hundreds of product variants, manufacturing, and marketing efforts. Before joining Atomic, he worked in various social media roles and founded an online coaching business training runners and obstacle course racing athletes. In this episode… Handling operations as a manufacturer and DTC brand is complex, as it involves overseeing production, marketing, and product development. So, how can you streamline your processes while ensuring top-notch customer service and engagement? With a coffee cafe and DTC brand, Logan and Spencer Mahoney are constantly innovating products, customizing labels and packages, updating equipment, and optimizing marketing campaigns to remain flexible and anticipate consumer trends. They've also created an informative coffee roasting experience that gives customers the opportunity to curate customized beverages, ensuring an impeccable reputation as a local brand. In today's episode of the Brand Alchemist Podcast, Taja Dockendorf welcomes Logan and Spencer Mahoney of Atomic Coffee Roasters to talk about their experiences running a manufacturer and brand. Together, they explain what makes Atomic unique in the CPG space, how the brand innovates prevailing trends in the coffee and beverage space, and strategies for building a local CPG brand and optimizing customer experiences.

Cygne Cooper is the Co-founder and Chief Brand Officer at hiyo, a brand producing stress-relieving social tonics crafted with natural adaptogens, nootropics, and functional botanicals. As a creative director and brand strategist, she has experience building thoughtful and impactful brands and creative assets for the media, entertainment, lifestyle, and fashion industries. Cygne has worked with notable brands, including The Miss Universe Organization, New York Fashion Week, and Pure Foods.  Evan Quinn is the Co-founder and CEO of hiyo. After a family member was hospitalized for alcoholism, he noticed a lack of non-alcoholic beverages with fun, flavor, and social appeal. He founded hiyo to fill the gap in the market and provide an alternative to alcohol. Before founding hiyo, Evan was a MBA analyst at Mucker Capital and an Associate for the Structured Real Estate Group at Guggenheim Partners. In this episode… The functional beverage space is an emerging opportunity for entrepreneurs. Yet, there is a lot of consumer skepticism surrounding the pricing, flavor, and benefits of these products. So, how can you position your beverage brand to educate consumers and communicate your value proposition? Cygne Cooper and Evan Quinn have developed a functional tonic infused with naturopathic ingredients like botanicals and packed with distinctive flavors to provide consumers with a non-alcoholic and appealing beverage. Cygne and Evan intentionally coordinate package designs with the beverage's unique sensations and health purposes to educate customers and pique their interest in these products. When establishing your brand in the market, they recommend starting with DTC distribution methods to foster a direct relationship with consumers and complement your brand's mission with its designs. In today's episode of the Brand Alchemist Podcast, Taja Dockendorf interviews Cygne Cooper and Evan Quinn of hiyo about creating a functional beverage brand with intention. Together, they share their process for building their product's flavor profile and ingredients, how they position hiyo to educate consumers on its value proposition, and advice for launching products in the functional beverage market.

Brittany Lo is the Founder and CEO of Beia, a beauty wellness brand that empowers women to indulge in self-care through a diverse line of clean beauty and wellness products. She founded Beia with the intention of encouraging women to feel and look their best while dismantling the stigma of indulgence. Brittany is also the Founder and CEO of Beautini, which provides hair and makeup services for weddings and events while addressing women's intimate needs and personal skincare concerns.  In this episode… When establishing a beauty brand, it's important to evaluate consumer demands to hone your product. So, how can you develop an effective strategy for product-to-market launch? With a beauty brand centered around sexual wellness and intimacy, Brittany Lo had to conduct specific and practical market research to pinpoint her customer's precise concerns and develop products to meet their needs. She emphasizes the importance of conducting focus groups to address questions, generate product feedback, and build community. Brittany also recommends leveraging various social media platforms to involve customers in the product decision-making process. In this episode of the Brand Alchemist Podcast, Taja Dockendorf chats with Brittany Lo, Founder and CEO of Beia, to talk about creating beauty products to address specific needs. Brittany explains how she utilizes beauty products to normalize sexual wellness and intimacy before discussing strategies for customer engagement and offering advice for conducting market testing and research.

Emanuel Storch is the CEO of Blackbird Foods, a plant-based food company producing wholesale and retail seitan, frozen pizza, and plant-based meat. His passion for social entrepreneurship, animal welfare, the environment, and public health inspired Emanuel to found Blackbird. As one of the first team members at Simply Gum, he played an integral role in transforming the small, natural chewing gum startup into a top-selling brand.  In this episode… As a CPG brand in a competitive market, it's often challenging to appeal to consumers and differentiate yourself from your competition. So, how can you bring value to your chosen market from ideation to launch? As an entrepreneur with a plant-based comfort food brand, Emanuel Storch has developed and honed seitan — a meat-like dough made from wheat protein — for the modern market. Through his self-manufacturing process and distinctive packaging, Emanuel creates high-quality and authentic products that anyone can enjoy, regardless of diet. When bringing your products to market, he recommends focusing on creating a unique brand vision and acquiring consumer feedback to improve your products continuously.  In this episode of the Brand Alchemist Podcast, Taja Dockendorf chats with Emanuel Storch, CEO of Blackbird Foods, about how he has refined his products and processes from conception, to launch, and to scale. Emanuel discusses how Blackbird revolutionizes seitan for restaurants, the challenges of transitioning from food service to DTC, and his company's self-manufacturing process.

Jennifer Liao is the Co-founder of Xiao Chi Jie (XCJ), a direct-to-consumer food company specializing in authentic Chinese street food. As a second-generation Asian American, she founded the brand with her husband to connect with family history and create new and genuine representations of their experiences as multicultural individuals. XCJ's mission is to create widespread awareness for the inclusion of Chinese food and culture in America and to empower other Asian Americans to explore their identities. In this episode… Direct-to-consumer (DTC) marketing as a CPG brand can be profitable, as it encourages customer connection and engagement. With so many different growth methods involved in this approach, how can you create brand awareness and structure your business to scale? To promote her products and expand her reach, Jennifer Liao has developed strategies for omnichannel distribution, online advertising, and product education and innovation. She delivers a seamless and high-quality customer service experience by offering free replacements for damaged products. Jennifer maintains the importance of developing, honing, and conveying your brand story to engage with consumers and generate trust for optimal growth.  Tune in to this episode of the Brand Alchemist Podcast, as Taja Dockendorf interviews Jennifer Liao, Co-founder of Xiao Chi Jie, about honing her DTC food brand for consumer engagement. Jennifer shares how she self-manufactures her products while maintaining authenticity and consistency, XCJ's innovative products and expansion efforts, and strategies for generating DTC brand awareness and growth. 

Taja Dockendorf is the Founder, Owner, and Creative Director at Pulp + Wire, a female-founded, award-winning, full-service, CPG branding and marketing agency. Pulp + Wire specializes in helping natural and organic foods, cannabis, hemp, and lifestyle brands discover their identities and create websites, packaging, and social media strategies that resonate with their audiences.  Taja has built P+W into one of the most in-demand, referred design houses in the Northeast, and her creative approach to a client-centric and holistic business model has consistently earned the company multiple graphic design and advertising awards. She is a regular contributor to Forbes, focusing on team culture in the creative space, and has been featured in The Dieline, Graphic Design USA, and Food Manufacturing Magazine, among other publications. Before Pulp + Wire, Taja co-founded multiple other brands and companies.  Naomi Davidowitz is the Managing Director at Pulp + Wire, where she takes a holistic approach to corporate and client management by fostering long-term relationships with brands. As a leader with extensive design agency, CPG brand management, and television experience, Naomi has spent more than 20 years managing cross-functional teams in sales, planning, and execution of large-scale projects. Before Pulp + Wire, she was the Chief Customer Officer and VP of Client Success at Crowdtap and the Managing Director at Ceci New York.   Ashton Bean is the Brand Manager at Pulp + Wire, where she focuses on strategic storytelling, branding, and design.  As a marketing and accounts professional, she identifies, strategizes, and delivers needs for clients while managing branding design projects from conception to completion. Before Pulp + Wire, Ashton was the DEI Director at AIGA Charlotte and the Education Director at AAF Charlotte.  Liz Lovasco is the Design Director at Pulp + Wire, where she creates package designs to tell visual stories for distinct CPG brands. Liz has helped Fortune 500 companies scale through holistic brand creation, top-notch visual identity systems, and compelling creative concepts. Before Pulp + Wire, she was the Creative Director, Art Director, and Senior Designer at Design B&B and the Design Director at Atlanta Magazine. In this episode… The 2022 Expo East trade show featured a wide variety of CPG brands spearheading trends and developing innovative products in the upcycle, functional beverage, and natural and organic food categories. So, how are these brands forging their paths to success, and what trends should you observe? Brands like Big Picture Foods and Blackbird Foods are experimenting with regenerative farming and upcycled ingredients to create healthier and sustainable products that educate consumers and protect the environment. Similarly, functional beverage brands, including Aqua ViTea and Herbal Revolution, have created unique flavor profiles and revolutionized ancient herbal recipes to reach a wider audience and impact wellness.  In today's episode of the Brand Alchemist Podcast, Taja Dockendorf, Naomi Davidowitz, Ashton Bean, and Liz Lovasco of Pulp + Wire share highlights from Expo East 2022. Together, they discuss their experiences interacting with brands at the convention, notable trends in CPG categories, and their favorite brands at Expo East.

Nick Grossenbacher is the Founder and Chief Product Formulator at REÅLEA Skincare, which delivers potent, topical solutions rooted in global traditions of medicinal alchemy. He has studied herbalism and traditional healing with regional experts worldwide and trained as an academic historian of pre-modern science and traditional medicine at the Spagyricus School of Alchemy under esteemed alchemist Robert Bartlett. Nick's studies have brought him to India, the Middle East, the Balkans, Guatemala, and Scotland.  In this episode… Consumer interest in health and wellness is rising, with a particular focus on naturopathic food and medicine. One practice that is still largely exclusive is medicinal alchemy. So, what is this form of healing, and how can you implement its elements into your routine to enhance your life? Alchemy is a system of thought that encompasses many practices, including medicine, pharmacology, philosophy, chemistry, and metallurgy. Alchemist Nick Grossenbacher, along with Crispin Clarke Co-Founder, CEO & Innovation Strategist, cultivate and purify various plants and herbs, one of Nick's favorites being lemon balm, to create their signature skincare products that optimize traditional medicine and healing. When utilizing these products in your daily life, Nick recommends practicing mindfulness and intentional awareness to reap the full benefits of these powerful elixirs. Tune in to this episode of the Brand Alchemist Podcast as Taja Dockendorf hosts Nick Grossenbacher, Founder and Chief Product Formulator at REÅLEA Skincare, to discuss the intersection of alchemy and skincare. Nick shares his early recipes and the experimental process of creating them, the history and uses of his main ingredients, and how consumers can leverage the full benefits of REÅLEA's products. 

Raina Kumra is the Founder of Spicewell, the world's first nutrient-dense, Ayurvedic line of pantry essentials. As an operational leader, investor, and advisor, she is a Partner at The Fund — where she leads healthcare and consumer deals — the former CEO of Juggernaut, and the former Co-founder of the app engagement platform Mavin.  Raina served on the Biden-Harris transition team overseeing the US Global Media tech strategy and previously served as Co-director of Innovation at the BBG, where she advanced the organization's mission to reach global audiences and protect journalists under the Obama Administration. She has worked with The Knight Foundation, Microsoft, Burberry, Nike, Nokia, Levi's, and several other worldwide brands. In this episode… Are you a CPG brand on a mission to change the world one product at a time? As a brand structured around advocating for society's welfare, how can you educate consumers about the benefits of your products? With her innovative salt, pepper, and Ayurvedic spices, Raina Kumra strives to inform consumers about the benefits of Ayurveda and help them optimize their diets to achieve a healthy lifestyle. To accomplish this, she has recruited talented investors and advisors to propel her mission by advocating for policy changes. Raina maintains the importance of hiring passionate people to educate the public and acquiring a strong PR team to generate widespread awareness.  Join Taja Dockendorf in today's episode of the Brand Alchemist Podcast as she chats with Raina Kumra, founder of Spicewell, about how she utilizes her products to advocate for the health benefits of Ayurveda. Raina goes on to discuss her process for educating American consumers on the benefits of a healthy diet and Spicewell's innovative product line and expansion initiatives.

Nina Damato is the Managing Partner at Blue Circle Foods, a company that provides consumers with clean, nutritious, 100% traceable seafood using best sustainability practices. Her mother, father, and uncle founded the brand in 2005 with the goal of delivering organic seafood through transparent processes. Nina has held a variety of roles at Blue Circle, including product and supply chain manager. Before joining the company, she was a Special Events Coordinator at the Museum of Modern Art, a Graphics Manager at Studley, and a Development Assistant at Public Art Fund. Nina earned a bachelor's degree in integrated design curriculum from Parsons School of Design. In this episode… As a seafood brand, it can be challenging to acquire and retain an enthusiastic customer base. With so much hesitation surrounding this type of food, how can you promote receptiveness among your products? Nina Damato understands that not everyone enjoys seafood. For this reason, she innovates her products to give consumers unique and convenient ways to experience the dish. With compelling packaging, her salmon burgers and sausages and frozen fish convince even the most reluctant customers. And by implementing sustainable best practices in her cultivation and production process, Nina generates devoted consumers.  In this episode of the Brand Alchemist Podcast, Taja Dockendorf hosts Nina Damato, Managing Partner at Blue Circle Foods, to discuss product innovation for customer trust. Nina shares her creative process for redefining seafood, how she overcomes the challenges surrounding consumers' acceptance of seafood, and how Blue Circle revolutionizes sustainability.

Hawa Hassan is the CEO and Founder of Basbaas Foods, an authentic, packaged line of Somalian hot sauces and chutneys. The brand has been featured in Forbes, The New York Times, Eater, and many other notable publications. As a dynamic chef, recipe developer, and entrepreneur, Hawa is the author of In Bibi's Kitchen, where she shares recipes and stories from grandmothers in eight African countries bordering the Indian Ocean. In this episode… As a pioneer of authentic products in the CPG space, it's crucial to position your brand as an industry leader. So, what does it take to develop an inspiring brand story that impacts your consumers? Hawa Hassan emphasizes the importance of community and relationships in brand success. When establishing her business, she partnered with another brand owner who shared her beliefs and ideologies. This partnership generated growth opportunities for both companies who were able to help each other overcome challenges. Hawa encourages others to create meaningful change by supporting similar brands with the potential to make a valuable impact on the market. Tune in to this episode of the Brand Alchemist Podcast as Taja Dockendorf sits down with Hawa Hassan, CEO and Founder of Basbaas Foods, to talk about fostering community and storytelling with CPG brands. Hawa shares how her background inspired her to launch Basbaas, the origin of her sauces, and the influence community plays on her brand.