Podcasts about health ade

This is one in a series about possible futures, which will be published in Booch News over the coming weeks. Episode 7 appeared last week. New episodes drop every Friday. Overview Peer-to-peer flavor-sharing platforms enabled home brewers to distribute taste profiles as digital files. Blockchain-verified SCOBY genetics allowed anyone to recreate award-winning kombucha flavors. Traditional beverage companies lost control as open-source fermentation recipes spread globally. This episode follows teenage hacker Luna Reyes as she reverse-engineers Heineken’s proprietary “A-yeast” strain and the century-old master strain used for Budweiser, releasing them under Creative Commons license, triggering a flavor renaissance that made corporate beverages taste like cardboard by comparison. Luna Reyes: The Seventeen-Year-Old Who Liberated Flavor Luna Reyes was brewing kombucha in her Oakland garage when she changed the course of human history. The daughter of Mexican immigrants, she had learned fermentation from her grandmother while teaching herself bioinformatics through YouTube tutorials and volunteering at the Counter Culture Labs Maker Space on Shattuck Avenue. By fifteen, she was running the Bay Area’s most sophisticated home laboratory, utilizing jury-rigged DNA sequencers and microscopes constructed from smartphone cameras. Her breakthrough came in February 2043 while investigating why her kombucha never tasted quite like expensive craft varieties and was different again from her grandmother’s home brew. Using Crispr techniques learned from online forums, Luna began reverse-engineering the microbial genetics of premium alcoholic beverages. Her target wasn’t kombucha—it was the closely guarded yeast strains that gave corporate beers their distinctive flavors. Luna hunched over her microscope, examining bacterial cultures from her latest kombucha batch. Around her, salvaged DNA sequencers hummed, fermentation vessels bubbled, and computer screens displayed multi-hued patterns of genetic sequences. Her grandmother, Rosa, entered carrying a tray with three glasses of homemade kombucha. “Mija, you’ve been working for six hours straight. Drink something.” Luna accepted the glass without looking up. “Abuela, your kombucha tastes better than anything I can buy in stores and the ones I’ve experimented with. Why? I’m using the same base ingredients—tea, sugar, water—but mine never has this complexity.” Her grandmother laughed. “Because I’ve been feeding this SCOBY for forty years. It knows what to do. You can’t rush relationships.” Luna’s sister Maya, lounging against a workbench, waved her phone. “Luna, people have noticed your forum post about Health-Ade’s fermentation process. Someone says you’re wasting your time trying to replicate commercial kombuchas.” “I’m not trying to replicate them,” Luna said, finally looking up. “I’m trying to understand why their kombucha tastes different than that I make at home. It’s not the ingredients. It’s not the process. It’s the microbial genetics.” Rosa sat down beside her granddaughter. “When I was young in Oaxaca, every family had their own kombucha culture, passed down generation to generation. Each tasted different because the bacteria adapted to their environment, their ingredients, their care. We had a saying, Hay tantas fermentaciones en el mundo como estrellas en el cielo nocturno – there are as many ferments in the world as stars in the night sky. The big companies want every bottle to be identical. That kills what makes fermentation special.” “Exactly!” Luna pulled up genetic sequences on her screen. “I’ve been reverse-engineering samples from different commercial kombuchas. Health-Ade, GT’s, Brew Dr—they all have consistent microbial profiles.” The Great Heist: Cracking Corporate DNA Luna’s first major hack targeted Heineken’s legendary “A-yeast” strain, developed in 1886 by Dr. Hartog Elion—a student of renowned chemist Louis Pasteur—in the company’s Amsterdam laboratory and protected by over 150 years of trade secret law. Using samples obtained from discarded brewery waste (technically legal under the “garbage doctrine”), she spent six months mapping the strain’s complete genetic sequence in her makeshift lab. The breakthrough required extraordinary ingenuity. Luna couldn’t afford professional gene sequencers, so she modified a broken Illumina iSeq100 purchased on eBay for $200. Her sequencing runs took weeks rather than hours; her results were identical to those produced by million-dollar laboratory equipment. Her detailed laboratory notebooks, later published as The Garage Genomics Manifesto, became essential reading for the biotech hacker movement. The Budweiser project proved even more challenging. Anheuser-Busch’s century-old master strain had been protected by layers of corporate secrecy rivaling classified military programs. The company maintained multiple backup cultures in cryogenic facilities across three continents, never allowing complete genetic mapping by outside researchers. Luna’s success required infiltrating the company’s waste-disposal systems at four breweries, collecting samples over 18 months while evading corporate security. The Decision The night before Luna was scheduled to meet her fellow bio-hackers at Oakland’s Counter Culture Labs, she sat at her workstation, hesitant, wondering if she was doing the right thing. Her sister Maya came in, looking worried. “Luna, I found something you need to see,” she says. “Remember Marcus Park? He tried releasing proprietary yeast information in 2039. Heineken buried him. He lost everything. His daughter dropped out of college. His wife left him. He’s working at a gas station now.” Luna spent the night researching what happened to Park. She found that almost everyone who challenged corporate IP ended up on the losing side of the law. It was not pretty. In the morning, Abuela Rosa finds her crying in her room. “Mija, what’s wrong?” she asks. “Oh, Abuela,” Luna says between sobs. “What am I doing? What if I’m wrong? What if I destroy our family? What if this ruins Mom and Dad? What if I’m just being selfish?” “That’s the fear talking.” Her grandmother reassured her. “Fear is wisdom warning you to be careful. But fear can also be a cage.” That evening at the Counter Culture Labs, Luna assembled a small group of advisors. She needed their guidance. She had the completed genetic sequences for Heineken A-yeast and Budweiser’s master strain on her laptop, ready for release. But is this the time and place to release them to the world? Dr. Marcus Webb, a bioinformatics researcher in his forties and Luna’s mentor, examined her sequencing data. “This is solid work, Luna. Your jury-rigged equipment is crude. The results are accurate. You’ve fully mapped both strains.” “The question isn’t whether I can do it,” Luna said. “It’s whether I should let the world know I did it.” On screen, Cory Doctorow, the author and digital rights activist, leaned forward. “Let’s be clear about what you’re proposing. You’d be releasing genetic information that corporations have protected as trade secrets for over a century. They’ll argue you stole their intellectual property. You’ll face lawsuits, possibly criminal charges.” “Is it their property?” Luna challenged. “These are naturally occurring organisms. They didn’t create that yeast. Evolution did. They just happened to be there when it appeared. That does not make it theirs any more than finding a wildflower means they own the species. Can you really own something that existed before you found it?” Doctorow, the Electronic Frontier Foundation representative spoke up. “There’s legal precedent both ways. Diamond v. Chakrabarty established that genetically modified organisms can be patented. But naturally occurring genetic sequences? That’s murky. The companies will argue that their decades of cultivation and protection created protectable trade secrets.” “Trade secrets require keeping information secret,” Luna argued. “They throw this yeast away constantly. If they’re not protecting it, how can they claim trade secret status?” Dr. Webb cautioned, “Luna, even if you’re legally in the right—which is debatable—you’re seventeen years old. You’ll be fighting multinational corporations with unlimited legal resources. They’ll bury you in litigation for years.” “That’s where we come in,” Doctorow said. “The EFF can provide legal defense. Creative Commons can help structure the license. You need to understand: this will consume your life. College, career plans, normal teenage experiences—all on hold while you fight this battle.” Luna was quiet for a moment, then pulled up a photo on her laptop: her grandmother Rosa, teaching her to ferment at age seven. “My abuela says fermentation is about sharing and passing living cultures between generations. Corporations have turned it into intellectual property to be protected and controlled. If I can break that control—even a little—isn’t that worth fighting for?” Maya spoke up from the back. “Luna, I love you, but you’re being naive. They won’t just sue you. They’ll make an example of you. Your face on every news channel, portrayed as a thief, a criminal. Our family harassed. Your future destroyed. For what? So people can brew beer with the same yeast as Heineken?” “Not just beer,” Luna responded passionately. “This is about whether living organisms can be owned. Whether genetic information—the code of life itself—can be locked behind intellectual property law. Yes, it starts with beer yeast. But what about beneficial bacteria? Life-saving microorganisms? Medicine-producing fungi? Where does it end?” Dr. Webb nodded slowly. “She’s right. This is bigger than beer. As biotech advances, genetic control becomes power over life itself. Do we want corporations owning that?” Doctorow sighed. “If you do this, Luna, do it right. Release everything simultaneously—BitTorrent, WikiLeaks, Creative Commons servers, distributed networks worldwide. Make it impossible to contain. Include complete cultivation protocols so anyone can reproduce your results. Make the data so damn widely available that suppressing it becomes futile.” “And write a manifesto,” he added. “Explain why you’re doing this. Frame the issue. Make it about principles, not piracy.” Luna nodded, fingers already typing. “When should I release?” “Pick a date with symbolic meaning,” Dr. Webb suggested. “Make it an event, not just a data dump.” Luna smiled. “December 15. The Bill of Rights Day. Appropriate for declaring biological rights, don’t you think?” Maya groaned. “You’re really doing this, aren’t you?” “Yes. I’m really doing this.” The Creative Commons Liberation On Tuesday, December 15, 2043—a date now celebrated as “Open Flavor Day”—Luna released the genetic sequences on multiple open-source networks. Her manifesto, titled Your Grandmother’s Yeast Is Your Birthright, argued that microbial genetics belonged to humanity’s shared heritage rather than corporate shareholders. It stated: Commercial companies have protected yeast strains for over a century. They’ve used intellectual property law to control flavor itself. But genetic information isn’t like a recipe or a formula—it’s biological code that evolved over millions of years before humans ever cultivated it. These strains are protected as trade secrets—the bacteria don’t belong to anyone. They existed before Heineken, before Budweiser, before trademark law. The companies just happened to isolate and cultivate them. Her data packages included DNA sequences and complete protocols for cultivating, modifying, and improving the strains. Luna’s releases came with user-friendly software that allowed amateur brewers to simulate genetic modifications before attempting them in real fermentations. Within 24 hours, over ten thousand people worldwide downloaded the files. The Creative Commons community erupted in celebration. Cory Doctorow’s blog post, The Teenager Who Stole Christmas (From Corporate Beer), went viral within hours. The Electronic Frontier Foundation immediately offered Luna legal protection, while the Free Software Foundation created the “Luna Defense Fund” to support her anticipated legal battles. The Legal Assault Heineken’s response was swift. The company filed emergency injunctions in 12 countries simultaneously, seeking to prevent the distribution of its “stolen intellectual property.” Their legal team, led by former U.S. Attorney General William Barr III, demanded Luna’s immediate arrest for “economic terrorism” and “theft of trade secrets valued at over $50 billion.” Anheuser-Busch’s reaction was even more extreme. CEO Marcel Telles IV appeared on CNBC, calling Luna “a bioterrorist who threatens the foundation of American capitalism.” The company hired private investigators to surveil Luna’s family and offered a $10 million reward for information leading to her prosecution. Their legal filing compared Luna’s actions to “stealing the formula for Coca-Cola and publishing it in the New York Times.” In Heineken’s Amsterdam headquarters, executives convened an emergency meeting. “Who is Luna Reyes?” the CEO demanded. The legal counsel pulled up information. “She’s a seventeen-year-old high school student in Oakland, California. No criminal record. Volunteers at a maker space. Has been posting about fermentation on various forums for years.” “A child released our proprietary yeast strain to the world, and we didn’t know she was even working on this?” The CEO’s face reddened. “How do we contain it?” “We can’t. It’s distributed across thousands of servers in dozens of countries with different IP laws. We can sue Reyes, but the information is out there permanently.” An executive interjected, “What about the other breweries? Will they join our lawsuit?” “Some are considering it. Others…” The counsel paused. “Others are quietly downloading the sequences themselves. They see an opportunity to break our market dominance.” “She obtained samples from our waste disposal,” another executive explained. “Technically legal under the garbage doctrine. The sequencing itself isn’t illegal. The release under Creative Commons…” “Is theft!” the CEO shouted. “File emergency injunctions. Twelve countries. Get her arrested for economic terrorism.” Similar scenes played out at Anheuser-Busch headquarters in St. Louis. CEO Telles addressed his team: “This is bioterrorism. She’s destroyed intellectual property worth billions. I want her prosecuted to the fullest extent of the law. Hire private investigators. Find everything about her and her family. Make her life hell!” By noon, both companies had filed lawsuits. By evening, Fox News was running stories about the “teenage bioterrorist” who “stole American corporate secrets.” Back in Oakland, Luna’s phone rang constantly. Her parents discovered what she’d done. Her mother cried. Her father was furious and terrified. Friends called with either congratulations or warnings. She was convinced that private investigators were photographing their house. Maya suspected she was followed to work. On Wednesday morning, Dr. Webb calls: “Luna, they’re offering me $2 million to testify against you. They’re going after everyone in your network.” Luna has a sickening feeling that she’s put everyone at risk. By Thursday, she is considering taking it all back somehow, sending an apology to the corporations, anything to protect her family. Luna turned off her phone and sat with her grandmother. “It’s started,” Luna said quietly. “Sí, mija. You’ve declared war. Now we see if you can survive it.” Maya burst in, laptop in hand. “Luna, you need to see this. The downloads aren’t slowing—they’re accelerating. Every time Heineken or Budweiser shuts down a website, ten mirror sites appear. People are treating this like a digital freedom fight. You’ve become a symbol.” Luna pulled up her own screen. The #FreeLuna hashtag was trending. Crowdfunding campaigns for her legal defense had raised $400,000 in twelve hours. Academic institutions were publicly endorsing her release, calling it “essential scientific information.” “They’re trying to destroy you,” Maya said, “but they’re making you famous instead.” Rosa handed Luna a fresh kombucha. “This is what happens when you fight for what’s right, mija. Sometimes the world surprises you by supporting you.” Luna’s Fame The corporations’ attempts to suppress Luna’s releases had the opposite effect. Every cease-and-desist letter generated thousands of new downloads. The genetic data became impossible to contain once the academic community embraced Luna’s work. Dr. Jennifer Doudna, the legendary Crispr pioneer now in her eighties, publicly endorsed Luna’s releases in a Science magazine editorial: Ms. Reyes has liberated essential scientific information that corporations held hostage for commercial gain. Genetic sequences from naturally occurring organisms should not be locked behind intellectual property law. They belong to humanity’s knowledge commons. While corporations claim Luna stole trade secrets, I argue she freed biological knowledge that was never theirs to own. There are no trade secrets in biology—only knowledge temporarily hidden from the commons. This is civil disobedience of the highest order—breaking unjust laws to advance human freedom. Ms. Reyes didn’t steal; she liberated. MIT’s biology department invited Luna to lecture, while Harvard offered her a full scholarship despite her lack of a high school diploma. The legal battles consumed corporate resources while generating negative publicity. Heineken’s stock price dropped 34% as consumers organized boycotts in support of Luna’s “yeast liberation.” Beer sales plummeted as customers waited for home-brewed alternatives using Luna’s open-source genetics. The Flavor Renaissance Luna’s releases triggered an explosion of creativity that corporate R&D departments had never imagined. Within six months, amateur brewers worldwide were producing thousands of flavor variations impossible under corporate constraints. The open-source model enabled rapid iteration and global collaboration, rendering traditional brewing companies obsolete. The world was engaged. In some of the most unlikely places. In Evanston, Illinois, a group of former seminary students who discovered fermentation during a silent retreat, transformed Gregorian chants into microbial devotionals. Tenor Marcus Webb (Dr. Webb’s nephew) realized symbiosis mirrored vocal harmony—multiple voices creating something greater than their parts. “In honoring the mystery of fermentation we express our love of the Creator,” he said. Here's ‘Consortium Vocalis' honoring the mother SCOBY. [Chorus]Our SCOBYIs pureOur SCOBYIs strongOur SCOBYKnows no boundariesOur SCOBYStrengthens as it fermentsOur SCOBYIs bacteria and yeast Our SCOBYTurns sucrose into glucose and fructoseIt ferments these simple sugars into ethanol and carbon dioxide,Acetic acid bacteria oxidize much of that ethanol into organic acidsSuch as acetic, gluconic, and other acids.This steadily lowers the pHMaking the tea taste sour-tangy instead of purely sweet. [Chorus] Our SCOBYThen helps microbes produce acids, enzymes, and small amounts of B‑vitaminsWhile probiotics grow in the liquid.The pH falls to help inhibit unwanted microbesOur SCOBY creates a self-preserving, acidic environment in the tea [Chorus] In Kingston, Jamaica, Rastafarian’s combined an award-winning kombucha sequenced in Humboldt County, California, with locally grown ganja into a sacramental beverage to help open their mind to reasoning and focus on Jah. Once fermented, it was consumed over the course of a three-day Nyabinghi ceremony. “Luna Reyes is truly blessed. She strengthened our unity as a people, and our Rastafari’ booch help us chant down Babylon,” a Rasta man smiled, blowing smoke from a spliff the size of his arm. The Groundation Collective’s reggae anthem ‘Oh Luna’ joyfully celebrated Luna Reyes’ pioneering discovery. Oh Luna, Oh Luna, Oh Luna ReyesI love the sound of your nameYou so deserve your fame Luna, Luna, Oh Luna ReyesShining brightYou warm my heart Luna, Luna, Oh Luna ReyesYou cracked the codeTeenage prophet, fermentation queenSymbiosis roadA genius at seventeen Oh Luna, Luna, Luna ReyesBeautiful moonMakes me swoon Oh Luna, Luna, Luna ReyesFreedom to fermentYou are heaven sentTo save us Luna, Luna, Oh Luna ReyesYou opened the doorTo so much moreKombucha tastes so goodLike it should Oh Luna, Oh Luna, Oh LunaI love you, love you, love youOh Luna, Luna, LunaLove you, love you,Love Luna, Luna love. In São Paulo, Brazil, MAPA-certified Brazilian kombucha brands combined Heineken and cacao-fermenting yeasts with cupuaçu from indigenous Amazonian peoples, to create the chocolate-flavored ‘booch that won Gold at the 20th World Kombucha Awards. A cervejeiro explained to reporters: “Luna Reyes gave us the foundation. We added local innovation. This is what happens when you democratize biology.” The Brazilian singer Dandara Sereia covered ‘Our Fermented Future’—The Hollow Pines tune destined to become a hit at the 2053 Washington DC Fermentation Festival. Baby sit a little closer, sip some ‘booch with meI brewed this batch with the SCOBY my grandma gave to me.On the back porch swing at twilight, watching fireflies danceYour hand in mine, kombucha fine, the sweetest sweet romance. They say that wine and roses are the way to win the heartBut your kombucha warmed me right up from the start.Fermentation makes the heart grow fonder, truer words they ain’t been saidYour SCOBY’s got a place forever — in my heart, and in my bed. Let’s share our SCOBYs, baby, merge our ferments into oneLike cultures in a crock jar dancing, underneath the sun.The tang of your Lactobacillus is exactly what I’m missingYour Brettanomyces bacteria got this country girl reminiscing. Oh yeah, let’s share those SCOBYs, baby, merge our ferments into oneYour yeasts and my bacteria working till the magic’s doneYou’ve got the acetic acid honey, I’ve got the patience and the timeLet’s bubble up together, let our cultures intertwine. I’ve got that symbiotic feeling, something wild and something trueYour SCOBY’s in my heart, right there next to youThe way your Acetobacter turns sugar into goldIs how you turned my lonely life into a hand to hold. We’ve got the acetic acid and the glucuronic tooWe’ve got that symbiotic feeling, so righteous and so trueOne sip of your sweet ‘booch, Lord, and you had me from the start,It’s our fermented future, that no-one can tear apart. It’s our fermented future…It’s our fermented future…It’s our fermented future… “Luna Variants”—strains derived from her releases—began winning international brewing competitions, embarrassing corporate entries with their complexity and innovation. Traditional beer flavors seemed flat and artificial compared to the genetic symphonies created by collaborative open-source development. Despite the outpouring of positive vibes, the corporations spared no expense to hold Luna to account in the courts. The Preliminary Hearing A preliminary hearing was held in the United States District Court for the Northern District of California on June 14, 2044. Luna sat at the defendant’s table, her hands folded so tightly her knuckles had gone white. She wore a borrowed blazer—too big in the shoulders—over a white button-down shirt Maya had ironed that morning. At seventeen, she looked even younger under the courtroom’s fluorescent lights. Across the aisle, Heineken’s legal team occupied three tables. Fifteen attorneys in matching navy suits shuffled documents and whispered into phones. Their lead counsel, William Barr III, wore gold cufflinks that caught the light when he gestured. Luna recognized him from the news—the former Attorney General, now commanding $2,000 an hour to destroy people like her. Her own legal representation consisted of two people: Rose Kennerson from the Electronic Frontier Foundation, a public interest lawyer who’d flown in from DC on a red-eye, and Dr. Marcus Webb, technically a witness but sitting beside Luna because she’d asked him to. Behind them, the gallery was packed. Luna’s parents sat in the second row, her father’s face gray, her mother clutching a rosary. Maya had taken the day off work. Abuela Rosa sat in the front row directly behind Luna, her ancient SCOBY wrapped in silk in her lap, as if its presence might protect her granddaughter. Judge Catherine Ironwood entered—sixty-ish, steel-gray hair pulled back severely, known for pro-corporate rulings. She’d been a pharmaceutical industry lawyer for twenty years before her appointment. “All rise,” the bailiff called. Judge Ironwood settled into her chair and surveyed the courtroom with the expression of someone who’d already decided the outcome and resented having to perform the formalities. “We’re here for a preliminary injunction hearing in Heineken International B.V. versus Luna Marie Reyes.” She looked directly at Luna. “Ms. Reyes, you’re seventeen years old?” Luna stood, hesitant. “Yes, your honor.” “Where are your parents?” “Here, your honor.” Luna’s mother half-rose, then sat back down. “Ms. Kennerson, your client is a minor. Are the parents aware they could be held liable for damages?” Rose Kennerson stood smoothly. “Yes, your honor. The Reyes family has been fully advised of the legal implications.” Luna glanced back. Her father’s jaw was clenched so tight she could see the muscles working. He wouldn’t meet her eyes. “Very well. Mr. Barr, you may proceed.” Barr rose like a battleship emerging from fog—massive, expensive, inevitable. He buttoned his suit jacket and approached the bench without notes. “Your honor, this is the simplest case I’ve argued in thirty years. The defendant admits to obtaining my client’s proprietary biological materials. She admits to sequencing their genetic information. She admits to distributing that information globally, in deliberate violation of trade secret protections that have existed for over 150 years. She did this knowingly, systematically, and with the explicit intent to destroy my client’s competitive advantage.” Luna felt Sarah’s hand on her arm—stay calm. Barr continued. “Heineken International has invested over $200 million in the development, cultivation, and protection of the A-yeast strain. Then this teenager”—he pointed at Luna—”obtained samples from our waste disposal systems, reverse-engineered our genetic sequences, and released them to the world via BitTorrent, deliberately placing them beyond retrieval.” He paced now, warming to his theme. “The damage is incalculable. We estimate lost market value at $50 billion. But it’s not just about money. The defendant has destroyed the possibility of competition in the brewing industry. When everyone has access to the same genetic materials, there’s no innovation, no differentiation, no reason for consumers to choose one product over another. She has, in effect, communized an entire industry.” Luna couldn’t help herself. “That’s not—” Sarah grabbed her wrist. “Don’t.” Judge Ironwood’s eyes narrowed. “Ms. Reyes, you will have your opportunity to speak. Until then, you will remain silent, or I will have you removed from this courtroom. Do you understand?” “Yes, your honor.” Luna’s voice came out smaller than she intended. Barr smiled slightly. “Your honor, the relief we seek is straightforward. We ask this court to order the defendant to provide us with a complete list of all servers, websites, and distribution networks where the stolen genetic data currently resides. We ask that she be ordered to cooperate fully in suppressing the data. We ask that she be enjoined from any further distribution. And we ask that she be ordered to pay compensatory damages of $5 billion, plus punitive damages to be determined at trial.” He returned to his seat. One of his associate attorneys handed him a bottle of Pellegrino. He took a sip and waited. Judge Ironwood looked at Sarah. “Ms. Kennerson?” Sarah stood. She looked tiny compared to Barr—five-foot-three, maybe 110 pounds, wearing a suit from Target. But when she spoke, her voice filled the courtroom. “Your honor, Mr. Barr has given you a compelling story about a corporation that’s been wronged. But it’s not the right story. The right story is about whether naturally occurring organisms—creatures that evolved over millions of years, long before humans ever existed—can be owned by a corporation simply because that corporation happened to isolate them.” She walked toward the bench. “Let’s be clear about what the A-yeast strain is. It’s not a genetically modified organism. It’s not a patented invention. It’s a naturally occurring yeast. Heineken didn’t create it. Evolution created it. Heineken merely found it. And for 158 years, they’ve claimed that finding something gives them the right to prevent anyone else from studying it, understanding it, or using it.” Barr was on his feet. “Objection, your honor. This is a preliminary hearing about injunctive relief, not a philosophical debate about intellectual property theory.” “Sustained. Ms. Kennerson, please focus on the specific legal issues before this court.” “Your honor, the specific legal issue is whether naturally occurring genetic sequences constitute protectable trade secrets. My client contends they do not. She obtained the yeast samples from Heineken’s waste disposal—materials they had discarded. Under the garbage doctrine, she had every right to analyze those materials. The genetic sequences she discovered are factual information about naturally occurring organisms. You cannot trade-secret facts about nature.” Luna watched Judge Ironwood’s face. Nothing. No reaction. Sarah pressed on. “Mr. Barr claims my client ‘stole’ genetic information worth $5 billion. But information cannot be stolen—it can only be shared. When I tell you a fact, I don’t lose possession of that fact. We both have it. That’s how knowledge works. Heineken hasn’t lost their yeast. They still have it. They can still brew with it. What they’ve lost is their monopoly on that knowledge. And monopolies on facts about nature should never have existed in the first place.” “Your honor—” Barr tried to interrupt. Judge Ironwood waved him down. “Continue, Ms. Kennerson.” “Your honor, Heineken wants this court to order a seventeen-year-old girl to somehow suppress information that has already been distributed to over 100,000 people in 147 countries. That’s impossible. You can’t unring a bell. You can’t put knowledge back in a bottle. Even if this court ordered my client to provide a list of servers—which she shouldn’t have to do—that list would be incomplete within hours as new mirror sites appeared. The information is out. The only question is whether we punish my client for sharing factual information about naturally occurring organisms.” She turned to face Luna’s family. “Ms. Reyes taught herself bioinformatics from YouTube videos. She works at home with equipment she bought on eBay. She has no criminal record. She’s never been in trouble. She saw a question that interested her—why do commercial beers taste like they do?—and she pursued that question with the tools available to her. When she discovered the answer, she shared it with the world, under a Creative Commons license that specifically protects sharing for educational and scientific purposes. If that’s terrorism, your honor, then every scientist who’s ever published a research paper is a terrorist.” Sarah sat down. Luna wanted to hug her. Judge Ironwood leaned back. “Ms. Reyes, stand up.” Luna rose, her legs shaking. “Do you understand the seriousness of these proceedings?” “Yes, your honor.” “Do you understand that Heineken International is asking me to hold you in contempt of court if you refuse to help them suppress the information you released?” “Yes, your honor.” “Do you understand that contempt of court could result in your detention in a juvenile facility until you reach the age of eighteen, and potentially longer if the contempt continues?” Luna’s mother gasped audibly. Her father put his arm around her. “Yes, your honor,” Luna said, though her voice wavered. “Then let me ask you directly: If I order you to provide Heineken with a complete list of all locations where the genetic data you released currently resides, will you comply?” The courtroom went silent. Luna could hear her own heartbeat. Sarah started to stand—”Your honor, I advise my client not to answer—” “Sit down, Ms. Kennerson. I’m asking your client a direct question. She can choose to answer or not.” Judge Ironwood’s eyes never left Luna. “Well, Ms. Reyes? Will you comply with a court order to help Heineken suppress the information you released?” Luna looked at her parents. Her mother was crying silently. Her father’s face was stone. She looked at Abuela Rosa. Her grandmother nodded once—tell the truth. Luna looked back at the judge. “No, your honor.” Barr shot to his feet. “Your honor, the defendant has just admitted she intends to defy a court order—” “I heard her, Mr. Barr.” Judge Ironwood’s voice was ice. “Ms. Reyes, do you understand you’ve just told a federal judge you will refuse a direct order?” “Yes, your honor.” “And you’re still refusing?” “Yes, your honor.” “Why?” Sarah stood quickly. “Your honor, my client doesn’t have to explain—” “I want to hear it.” Judge Ironwood leaned forward. “Ms. Reyes, tell me why you would risk jail rather than help undo what you’ve done.” Luna took a breath. Her whole body was shaking, but her voice was steady. “Because it would be wrong, your honor.” “Wrong how?” “The genetic sequences I released evolved over millions of years. Heineken didn’t create that yeast. They isolated one strain and claimed ownership of it. The code of life belongs to everyone. That’s humanity’s heritage. Even if you send me to jail, I can’t help suppress the truth.” Judge Ironwood stared at her for a long moment. “That’s a very pretty speech, Ms. Reyes. But this court operates under the law, not your personal philosophy about what should or shouldn’t be owned. Trade secret law exists. Heineken’s rights exist. And you violated those rights.” Luna did not hesitate. “With respect, your honor, I don’t think those rights should exist.” Barr exploded. “Your honor, this is outrageous! The defendant is openly stating she believes she has the right to violate any law she disagrees with—” “That’s not what I said.” Luna’s fear was transforming into something else—something harder. “I’m saying that some laws are unjust. And when laws are unjust, civil disobedience becomes necessary. People broke unjust laws during the civil rights movement. People broke unjust laws when they helped slaves escape. The constitution says members of the military do not have to obey illegal orders, despite what those in power might claim. Sometimes the law is wrong. And when the law says corporations can own genetic information about naturally occurring organisms, the law is wrong.” Judge Ironwood’s face flushed. “Ms. Reyes, you are not Rosa Parks. This is not the civil rights movement. This is a case about intellectual property theft.” “It’s a case about whether life can be property, your honor.” “Enough.” Judge Ironwood slammed her gavel. “Ms. Kennerson, control your client.” Sarah pulled Luna back into her chair. “Luna, stop talking,” she hissed. Judge Ironwood shuffled papers, visibly trying to compose herself. “I’m taking a fifteen-minute recess to consider the injunction request. We’ll reconvene at 11:30. Ms. Reyes, I strongly suggest you use this time to reconsider your position.” The gavel fell again, and Judge Ironwood swept out. The hallway outside the courtroom erupted. Reporters swarmed. Luna’s father grabbed her arm and pulled her into a witness room. Her mother followed, still crying. Maya slipped in before Sarah closed the door. “What were you thinking?” Luna’s father’s voice shook. “You just told a federal judge you’ll defy her orders. They’re going to put you in jail, Luna. Do you understand that? Jail!” “Ricardo, please—” Her mother tried to calm him. “No, Elena. Our daughter just committed contempt of court in front of fifty witnesses. They’re going to take her from us.” He turned to Luna, his eyes wet. “Why? Why couldn’t you just apologize? Say you made a mistake? We could have ended this.” “Because I didn’t make a mistake, Papa.” “You destroyed their property!” “It wasn’t their property. It was never their property.” “The law says it was!” “Then the law is wrong!” Her father stepped back as if she’d slapped him. “Do you know what your mother and I have sacrificed to keep you out of trouble? Do you know how hard we’ve worked since we came to this country to give you opportunities we never had? And you throw it away for yeast. Not for justice. Not for people. For yeast.” Luna’s eyes filled with tears. “It’s not about yeast, Papa. It’s about whether corporations get to own life. If Heineken can own yeast, why not bacteria? Why not human genes? Where does it stop?” “It stops when my daughter goes to jail!” He was shouting now. “I don’t care about Heineken. I don’t care about yeast. I care about you. And you just told that judge you’ll defy her. She’s going to put you in jail, and there’s nothing I can do to stop it.” “Ricardo, por favor—” Elena put her hand on his arm. He shook it off. “No. She needs to hear this. Luna, if you go to jail, your life is over. No college will accept you. No company will hire you. You’ll have a criminal record. You’ll be marked forever. Is that what you want?” “I want to do what’s right.” “What’s right is protecting your family! What’s right is not destroying your future for a principle!” he said. Luna responded, “What’s right is not letting corporations own the code of life!”They stared at each other. Maya spoke up quietly from the corner. “Papa, she can’t back down now. The whole world is watching.” “Let the world watch someone else!” Ricardo turned on Maya. “You encourage this. You film her, you post her manifestos online, you help her become famous. You’re her sister. You’re supposed to protect her, not help her destroy herself.” “I am protecting her,” Maya said. “I’m protecting her from becoming someone who backs down when the world tells her she’s wrong, even though she knows she’s right.” Ricardo looked between his daughters. “Ambos están locos! You’re both insane.” Abuela Rosa opened the door and entered. She’d been listening from the hallway. “Ricardo, enough.” “Mama, stay out of this.” “No.” Rosa moved between Ricardo and Luna. “You’re afraid. I understand. But fear makes you cruel, mijo. Your daughter is brave. She’s doing something important. And you’re making her choose between you and what’s right. Don’t do that.” “She’s seventeen years old! She’s a child!” “She’s old enough to know right from wrong.” Rosa put her hand on Ricardo’s cheek. “When I was sixteen, I left Oaxaca with nothing but the clothes on my back and this SCOBY. Everyone said I was crazy. Your father said I would fail. But I knew I had to go, even if it cost me everything. Sometimes our children have to do things that terrify us. That’s how the world changes.” Ricardo pulled away. “If they put her in jail, will that change the world, Mama? When she’s sitting in a cell while Heineken continues doing whatever they want, will that have been worth it?” “Yes,” Luna said quietly. “Even if I go to jail, yes. Because thousands of people now have the genetic sequences, Heineken can’t put that back. They can punish me, but they can’t undo what I did. The information is free. It’s going to stay free. And if the price of that is me going to jail, then that’s the price.” Her father looked at her as if seeing her for the first time. “I don’t know who you are anymore.” “I’m still your daughter, Papa. I’m just also someone who won’t let corporations own life.” A knock on the door. Sarah poked her head in. “They’re reconvening. Luna, we need to go.” Back in the courtroom, the atmosphere had shifted. The gallery was more crowded—word had spread during the recess. Luna recognized several people from online forums. Some held signs reading “FREE LUNA” and “GENETICS BELONG TO EVERYONE.” Judge Ironwood entered and sat without ceremony. “I’ve reviewed the submissions and heard the arguments. This is my ruling.” Luna’s hand found Maya’s in the row behind her. Squeezed tight. “The question before this court is whether to grant Heineken International’s motion for a preliminary injunction requiring Ms. Reyes to assist in suppressing the genetic information she released. To grant such an injunction, Heineken must demonstrate four things: likelihood of success on the merits, likelihood of irreparable harm without the injunction, balance of equities in their favor, and that an injunction serves the public interest.” Barr was nodding. These were his arguments. “Having considered the evidence and the applicable law, I find that Heineken has demonstrated likelihood of success on the merits. Trade secret law clearly protects proprietary business information, and the A-yeast strain appears to meet the legal definition of a trade secret.” Luna’s stomach dropped. “However, I also find that Heineken has failed to demonstrate that a preliminary injunction would effectively prevent the irreparable harm they claim. Ms. Kennerson is correct that the genetic information has already been distributed to over 100,000 people worldwide. Ordering one teenager to provide a list of servers would be, in technical terms, pointless. New copies would appear faster than they could be suppressed.” Barr’s face tightened. “Furthermore, I find that the balance of equities does not favor Heineken. They ask this court to potentially incarcerate a seventeen-year-old girl for refusing to suppress information that is, by her account, factual data about naturally occurring organisms. The potential harm to Ms. Reyes—including detention, criminal record, and foreclosure of educational and career opportunities—substantially outweighs any additional harm Heineken might suffer from continued distribution of information that is already widely distributed.” Luna felt Maya’s grip tighten. Was this good? This sounded good. “Finally, and most importantly, I find that granting this injunction would not serve the public interest. The court takes judicial notice that this case has generated substantial public debate about the scope of intellectual property protection in biotechnology. The questions raised by Ms. Reyes—whether naturally occurring genetic sequences should be ownable, whether facts about nature can be trade secrets, whether knowledge can be property—are questions that deserve answers from a higher authority than this court. These are questions for appellate courts, perhaps ultimately for the Supreme Court. And they are questions best answered in the context of a full trial on the merits, not in an emergency injunction hearing.” Barr was on his feet. “Your honor—” “Sit down, Mr. Barr. I’m not finished.” He sat, his face purple. “Therefore, Heineken International’s motion for preliminary injunction is denied. Ms. Reyes will not be required to assist in suppressing the genetic information she released. However,”—Judge Ironwood looked directly at Luna—”this ruling should not be construed as approval of Ms. Reyes’ actions. Heineken’s claims for damages and other relief remain viable and will proceed to trial. Ms. Reyes, you may have won this battle, but this war is far from over. Anything you want to say?” Luna stood slowly. “Your honor, I just want to say… thank you. For letting this go to trial. For letting these questions be answered properly. That’s all I ever wanted—for someone to seriously consider whether corporations should be allowed to own genetic information about naturally occurring organisms. So thank you.” Judge Ironwood’s expression softened slightly. “Ms. Reyes, I hope you’re prepared for what comes next. Heineken has unlimited resources. They will pursue this case for years if necessary. You’ll be in litigation until you’re twenty-five years old. Your entire young adulthood will be consumed by depositions, court appearances, and legal fees. Are you prepared for that?” “Yes, your honor.” “Why?” Luna glanced at her grandmother, who nodded. “Because some questions are worth answering, your honor. Even if it takes years. Even if it costs everything. The question of whether corporations can own life—that’s worth answering. And if I have to spend my twenties answering it, then that’s what I’ll do.” Judge Ironwood studied her for a long moment. “You remind me of someone I used to know. Someone who believed the law should serve justice, not just power.” She paused. “That person doesn’t exist anymore. The law ground her down. I hope it doesn’t do the same to you.” She raised her gavel. “This hearing is adjourned. The parties will be notified of the trial date once it’s scheduled. Ms. Reyes, good luck. I think you’re going to need it.” The gavel fell. Outside the courthouse, the scene was chaotic. News cameras surrounded Luna. Reporters shouted questions. But Luna barely heard them. She was looking at her father, who stood apart from the crowd, watching her. She walked over to him. “Papa, I’m sorry I yelled.” He didn’t speak for a moment. Then he pulled her into a hug so tight it hurt. “Don’t apologize for being brave,” he whispered into her hair. “I’m just afraid of losing you.” “You won’t lose me, Papa. I promise.” “You can’t promise that. Not anymore.” He pulled back, holding her shoulders. “But I’m proud of you. I’m terrified, but I’m proud.” Her mother joined them, tears streaming down her face. “No more court. Please, no more court.” “I can’t promise that either, Mama.” Elena touched Luna’s face. “Then promise me you’ll be careful. Promise me you’ll remember that you’re not just fighting for genetics. You’re fighting for your life.” Luna smiled. “I promise.” Abuela Rosa appeared, carrying her SCOBY. “Come, mija. We should go before the reporters follow us home.” As they pushed through the crowd toward Maya’s car, Luna's phone buzzed continuously. Text messages and emails pouring in. But what caught her attention was a text from Dr. Webb: You were right. I’m sorry I doubted. Check your email—Dr. Doudna wants to talk. Luna opened her email. The subject line made her stop walking: From: jennifer.doudna@berkeley.eduSubject: Civil Disobedience of the Highest Order She started to read: Dear Ms. Reyes, I watched your hearing this morning. What you did in that courtroom—refusing to back down even when threatened with jail—was one of the bravest things I’ve seen in forty years of science. You’re not just fighting for yeast genetics. You’re fighting for the principle that knowledge about nature belongs to humanity, not to corporations. I want to help… Luna looked up at her family—her father’s worried face, her mother’s tears, Maya’s proud smile, Abuela Rosa’s serene confidence. Behind them, the courthouse where she’d nearly been sent to jail. Around them, reporters and cameras and strangers who’d traveled across the country to support her. She thought about Judge Ironwood’s warning: This war is far from over. She thought about Barr’s face when the injunction was denied. She thought about the thousands who’d downloaded the genetic sequences and were, right now, brewing with genetics that had been locked away for 158 years. Worth it. All of it. Even the fear. Maya opened the car door. “Come on, little revolutionary. Let’s go home.” The Corporate Surrender By 2045, both Heineken and Anheuser-Busch quietly dropped their lawsuits against Luna. Their legal costs had exceeded $200 million while accomplishing nothing except generating bad publicity. More importantly, their “protected” strains had become worthless in a market flooded with superior alternatives. Heineken’s CEO attempted to salvage the company by embracing open-source brewing. His announcement that Heineken would “join the La Luna Revolution” was met with skepticism from the brewing community, which recalled the company’s aggressive legal tactics. The craft brewing community’s response was hostile. “They spent two years trying to destroy her,” a prominent brewmaster told The New Brewer Magazine. “Now they want credit for ’embracing’ the revolution she forced on them? Heineken didn’t join the Luna Revolution—they surrendered to it. There’s a difference.” The global brands never recovered their market share. Luna’s Transformation Luna’s success transformed her from a garage tinkerer into a global icon of the open knowledge movement. Her 2046 TED Talk, “Why Flavor Belongs to Everyone,” went viral. She argued that corporate control over living organisms represented “biological colonialism” that impoverished human culture by restricting natural diversity. Rather than commercializing her fame, Luna founded the Global Fermentation Commons, a nonprofit organization dedicated to preserving and sharing microbial genetics worldwide. Their laboratories operated as open-access research facilities where anyone could experiment with biological systems. The headquarters of the Global Fermentation Commons occupied a former Genentech facility donated by Dr. Webb. Six continents, forty researchers, one mission: preserve and share microbial genetics worldwide. Luna addressed a crowded auditorium at the organization’s third anniversary. “When I released Heineken and Budweiser’s yeast strains, some people called it theft. Others called it liberation. I called it returning biological knowledge to the commons, where it belongs. Three years later, so-called Luna Variants have created economic opportunities for thousands of small brewers, improved food security in developing regions, and demonstrated that genetic freedom drives innovation faster than corporate control.” She continued. “We’re not stopping with beer. The same principles apply to all fermentation: cheese cultures, yogurt bacteria, koji fungi, sourdough starters. Every traditionally fermented food relies on microorganisms that corporations increasingly claim to own. We’re systematically liberating them.” A World Health Organization representative raised a concern: “Ms. Reyes, while we support democratizing food fermentation, there are legitimate concerns about pharmaceutical applications. What prevents someone from using your open-source genetics to create dangerous organisms?” Luna nodded. “Fair question. First, the organisms we release are food-safe cultures with centuries of safe use. Second, dangerous genetic modifications require sophisticated laboratory equipment and expertise—far beyond what releasing genetic sequences enables. Third, determined bad actors already have access to dangerous biology, enabled by AI. We’re not creating new risks; we’re democratizing beneficial biology.” “Pharmaceutical companies argue you’re undermining their investments in beneficial organisms,” another representative pressed. “Pharmaceutical companies invest in modifying organisms,” Luna clarified. “Those modifications can be patented. What we oppose is claiming ownership over naturally occurring organisms or their baseline genetics. If you genetically engineer a bacterium to produce insulin, patent your engineering. Don’t claim ownership over the bacterial species itself.” A Monsanto representative stood. “Your organization recently cracked and released our proprietary seed genetics. That’s direct theft of our property.” Luna didn’t flinch. “Seeds that farmers cultivated for thousands of years before Monsanto existed? You didn’t invent corn, wheat, or soybeans. You modified them. Your modifications may be protectable; the baseline genetics are humanity’s heritage. We’re liberating what should never have been owned.” “The ‘Luna Legion’ has cost us hundreds of millions!” the representative protested. “Good,” Luna responded calmly. “You’ve cost farmers their sovereignty for decades. Consider it karma.” After the presentation, Dr. Doudna approached Luna privately. “You’ve accomplished something remarkable,” the elderly scientist said. “When I developed Crispr, I never imagined a teenager would use similar principles to challenge corporate biology. You’re forcing conversations about genetic ownership that we’ve avoided for decades.” “It needed forcing,” Luna replied. “Corporations were quietly owning life itself, one patent at a time. Someone had to say no.” “The pharmaceutical industry is terrified of you,” Doudna continued. “They see what happened to brewing and imagine the same for their carefully controlled bacterial strains. You’re going to face even more aggressive opposition.” “I know. Once people understand that biological knowledge can be liberated, they start questioning all biological ownership. We’re not stopping.” The New Economy of Taste Following Luna’s breakthrough, peer-to-peer flavor-sharing platforms emerged as the dominant force in food culture. The “FlavorChain” blockchain allowed brewers to track genetic lineages while ensuring proper attribution to original creators. SCOBY lineages were carefully sequenced, catalogued, and registered on global blockchain ledgers. Each award-winning kombucha strain carried a “genetic passport”—its microbial makeup, the unique balance of yeasts and bacteria that gave rise to particular mouthfeel, fizz, and flavor spectrum, was mapped, hashed, and permanently recorded. Brewers who created a new flavor could claim authorship, just as musicians once copyrighted songs. No matter how many times a SCOBY was divided, its fingerprint could be verified. Fermentation Guilds formed to share recipes through FlavorChain, enabling decentralized digital markets like SymbioTrdr, built on trust and transparency rather than speculation. They allowed people to interact and transact on a global, permissionless, self-executing platform. Within days, a SCOBY strain from the Himalayas could appear in a brew in Buenos Aires, its journey traced through open ledgers showing who tended, adapted, and shared it. Kombucha recipes were no longer jealously guarded secrets. They were open to anyone who wanted to brew. With a few clicks, a Guild member in Nairobi could download the blockchain-verified SCOBY genome that had won Gold at the Tokyo Fermentation Festival. Local biotech printers—as common in 2100 kitchens as microwave ovens had once been—could reconstitute the living culture cell by cell. Children began inheriting SCOBY lineages the way earlier generations inherited family names. Weddings combined SCOBY cultures as symbolic unions. (Let’s share our SCOBYs, baby, merge our ferments into one.) When someone died, their SCOBY was divided among friends and family—a continuation of essence through taste. Kombucha was no longer merely consumed; it was communed with. This transparency transformed kombucha from a minority regional curiosity into a universal language. A festival in Brazil might feature ten local interpretations of the same “Golden SCOBY” strain—one brewed with passionfruit, another with cupuaçu, a third with açaí berries. The core microbial signature remained intact, while the terroir of fruit and spice gave each version a unique accent. Brewers didn’t lose their craft—they gained a canvas. Award-winning SCOBYs were the foundations on which endless new flavor experiments flourished. Many people were now as prolific as William Esslinger, the founder of St Louis’s Confluence Kombucha, who was renowned for developing 800 flavors in the 2020s. Code of Symbiosis The Symbiosis Code, ratified at the first World Fermentation Gathering in Reykjavik (2063), bound Fermentation Guilds to three principles: Transparency — All microbial knowledge is to be shared freely. Reciprocity — No brew should be produced without acknowledging the source. Community — Every fermentation must nourish more than the brewer. This code replaced corporate law. It was enforced by reputation, not by governments. A Guild member who betrayed the code found their SCOBYs mysteriously refusing to thrive—a poetic justice the biologists never quite explained. Every Guild had elders—called Mothers of the Jar or Keepers of the Yeast. They carried living SCOBYs wrapped in silk pouches when traveling, exchanging fragments as blessings. These elders became moral anchors of the age, counselors and mediators trusted more than politicians. When disputes arose—over territory, resources, or ethics—brewers, not lawyers, met to share a round of Truth Brew, a ferment so balanced that it was said to reveal dishonesty through bitterness. The Fullness of Time The International Biotech Conference of 2052 invited Luna to give the closing keynote—a controversial decision that prompted several corporate sponsors to withdraw support. The auditorium was packed with supporters, critics, and the merely curious. “Nine years ago, I released genetic sequences for beer yeast strains protected as trade secrets. I was called a thief, a bioterrorist, worse. Today, I want to discuss what we’ve learned from those years of open-source biology.” She displayed a chart showing the explosion of brewing innovation since 2043. “In the traditional corporate model, a few companies control a few strains, producing a limited variety. With the open-source model, thousands of brewers using thousands of variants, producing infinite diversity. As Duff McDonald wrote “Anything that alive contains the universe, or infinite possibility. Kombucha is infinite possibility in a drink.” And the results speak for themselves—flavor innovation accelerated a thousand-fold when we removed corporate control.” A student activist approached the microphone. “Ms. Reyes, you’ve inspired movements to liberate seed genetics, soil bacteria, and traditional medicine cultures. The ‘Luna Legion’ is spreading globally. What’s your message to young people who want to continue this work?” Luna smiled. “First, understand the risks. I was sued by multinational corporations, received death threats, spent years fighting legal battles. This work has costs. Second, be strategic. Release information you’ve generated yourself through legal methods—no hacking, no theft. Third, build communities. I survived because people supported me—legally, financially, emotionally. You can’t fight corporations alone. Finally, remember why you’re doing it: to return biological knowledge to the commons where it belongs. That purpose will sustain you through the hard parts.” Teaching By twenty-eight, Luna was a MacArthur Fellow, teaching fermentation workshops in a converted Anheuser-Busch facility. As she watched her students—former corporate employees learning to think like ecosystems rather than factories—she reflected that her teenage hack had accomplished more than liberating yeast genetics. She had helped humanity remember that flavor, like knowledge, grows stronger when shared rather than hoarded. Luna’s garage had evolved into a sophisticated community biolab. The original jury-rigged equipment had been replaced with professional gear funded by her MacArthur Fellowship. Abuela Rosa still maintained her fermentation crocks in the corner—a reminder of where everything started. A group of five

This is one in a series about possible futures, which will be published in Booch News over the coming weeks. Episode 6 appeared last week. New episodes drop every Friday. Introduction Legacy beverage corporations attempting hostile takeovers of kombucha startups failed to understand the living systems involved. Their sterile production methods eliminated beneficial microorganisms, while regulatory capture backfired as health authorities mandated probiotic content. Mega-Cola’s final CEO, James Morrison, desperately tried fermenting cola using SCOBYs, creating undrinkable disasters. This episode chronicles the corporation’s transformation from global giant to urban composting service, with former executives becoming mushroom farmers in Detroit’s abandoned factories. The $49 Billion Graveyard: When Giants Couldn’t Learn to Dance Harvard Business School’s legendary case study “The Mega-Cola Kombucha Catastrophe” became required reading for understanding how industrial thinking proved fatal in the biological economy. Between 2035 and 2042, legacy beverage corporations spent $48.7 billion attempting to acquire kombucha startups, only to discover that living systems couldn’t be purchased—they could only be cultivated. Mega-Cola’s acquisition spree began aggressively in 2035 under CEO James Morrison, a chemical engineer before ascending to the C-suite. He’d once loved the alchemy of bubbles and sweetness. His father had worked at a bottling plant; he’d grown up thinking carbonation was progress. He viewed kombucha as merely another “disruption” to be absorbed and had become a champion of “hydration portfolios”—a polite euphemism for diversifying out of soda into teas, waters, and ferments. The company spent $12.7 billion acquiring 47 kombucha brands, from market leader Health-Ade to smaller artisanal producers like Portland’s Brew Dr Kombucha. Morrison’s strategy seemed logical: leverage Mega-Cola’s distribution network and manufacturing scale to dominate the emerging probiotic market. The Sterilization Disaster The first catastrophic failure occurred when Mega-Cola attempted to scale Humm Kombucha production at its Oregon facility. Morrison stood before a 10,000-gallon fermentation tank—ten times the size of any used by the acquired kombucha companies. Chief Science Officer Dr. Hiram Walsh explained the modifications they’d made. “We’ve adapted our quality control protocols from our soft drink lines,” Walsh said proudly. “Every input is filtered, pasteurized, and chemically treated. We’ve eliminated 99.9% of microbial contamination risk.” Walsh pulled up charts showing their testing results. “Batch consistency is perfect. Zero deviation. Every bottle identical.” Morrison smiled. “Exactly what we wanted. When do we start distribution?” “Next week,” Walsh confirmed. “We’re calling it MegaBucha. Focus groups love the name.” One week later, Morrison sat in an emergency meeting. The first consumer feedback was catastrophic. Walsh read from report after report: “‘Tastes like carbonated vinegar.’ ‘Chemical aftertaste.’ ‘Nothing like real kombucha.’ ‘Dead and flat.’ Return rates are 87%.” Walsh looked confused. “I don't understand it. The bacteria counts are perfect. We followed their recipes exactly.” On the teleconference screen, Health-Ade founder Vanessa Dew shook her head. “You killed it. Your ‘quality control’ eliminated every living organism. Kombucha isn’t about sterility—it’s about controlled biological diversity. You can’t pasteurize and filter kombucha and expect it to remain the same. You’ve simply made acidic sugar water.” Morrison spluttered, “We spent $2.1 billion acquiring your company. We’re not walking away because of ‘quality control’ issues.” “It’s not quality control—it’s biology,” Vanessa explained. “Kombucha cultures need biodiversity to thrive. Your system is built to prevent exactly that.” Morrison’s jaw tightened. “Then we’ll adjust the process. Keep some bacteria alive.” Vanessa sighed. “Your entire facility is designed to kill microbes. Your pipes, your tanks, your air filtration, your worker protocols—everything optimized for sterility. You’d have to rebuild from scratch. And even then, you’d need to fundamentally rethink how you approach production. Living systems don’t work like machines.” The company had overlooked the success of the UK’s ROBOT Kombucha, the “A.I. Cola” replicated cola’s taste in a fermented drink, becoming the beverage of choice for adults who had first tasted it as teenagers when it was introduced in 2025. Founder Pascal du Bois had selected his ingredients from a range of different organic botanicals from which the flavor was extracted. He then created a complex blend of more than a dozen types of bacteria and four strains of organic yeast. After fermenting for seven weeks they add a teaspoon of 100% organic honey, sourced from France, to each can. This mimics the familiar cola taste without added sugars or aspartame. The result was a healthy alternative designed to appeal to cola lovers, not a standardized Frankenbooch. Dr. Kenji Nakamura—the former Genentech researcher who later founded the Eastridge Mall Kollective—was hired as a $5 million consultant to solve the Mega-Cola problem. His report sat on Morrison’s desk—200 pages detailing why Mega-Cola’s approach couldn’t work. “I’ll cut to the conclusion,” Nakamura said. “Your industrial infrastructure is fundamentally incompatible with living beverages. Your entire supply chain is designed to kill exactly what makes kombucha valuable.” Morrison leaned forward. “We paid you to find solutions, not problems.” “The solution is accepting that some things can’t be industrialized,” Nakamura replied calmly. “Kombucha succeeds because of microbial relationships that develop over time through careful cultivation. You’re trying to force-manufacture relationships. It’s like trying to raise children in a morgue—the environment is hostile to life. Your kombucha tastes bad because you’ve optimized the life out of it. You can’t ‘optimize’ life—you can only cultivate it.” Mega-Cola CFO Samantha Chen pulled up financial projections. “We’ve now spent $14.8 billion on kombucha acquisitions and infrastructure. We need to either make this work or write off the entire investment.” Nakamura shook his head. “Every dollar you spend trying to industrialize kombucha is wasted. The companies you acquired succeeded because they were small—they could maintain microbial diversity, respond to batch variation, cultivate living systems. Scale destroys those advantages.” Morrison’s face reddened. “Are you telling me that a bunch of hippies in Portland can do something Mega-Cola, with our resources and expertise, cannot?” “Yes,” Nakamura said simply. “Because they’re not trying to dominate biology. They’re partnering with it. Your entire corporate culture is about control, optimization, standardization. Living systems require adaptation, diversity, patience. Those are fundamentally incompatible approaches.” Morrison stood. “We’ll find someone else. Someone who can make this work.” Nakamura gathered his materials. “You’ll spend millions more reaching the same conclusion. Biology doesn’t care about your quarterly earnings or your market cap. You can’t buy your way out of this.” After Nakamura left, Morrison and Chen sat in silence. Chen finally spoke. “He’s right, you know.” Morrison didn’t respond. The Regulatory Trap: When Capture Became Captivity Legacy corporations had initially celebrated the FDA’s Probiotic Verification Act of 2038, which they had lobbied for extensively. The law required all “live beverage” products to contain minimum concentrations of beneficial bacteria, verified through independent testing. Mega-Cola’s legal team believed this would create barriers for small producers while giving large corporations with deep pockets competitive advantages through regulatory compliance costs. The strategy backfired catastrophically. While artisanal kombucha producers thrived under the new standards—their naturally diverse microbial ecosystems easily exceeded requirements—corporate products consistently failed testing. Mega-Cola spent $20 million on fermentation consultants and biotechnology acquisitions, but its sterile facilities couldn’t maintain the mandated bacterial diversity. Meanwhile, in the company boardroom, a tense meeting took place. Chen read the headline from a Wall Street Journal article: “Mega-Cola’s ‘Kombucha’ Contains Fewer Probiotics Than Yogurt, FDA Testing Reveals.“ Morrison stared at the headline. “How did this happen?” “Our sterilization processes,” Walsh admitted. “We can’t maintain bacterial counts through our production and distribution systems. The small producers can because they’re working with robust, diverse cultures in small batches. We’re working with weakened, standardized cultures in massive volumes. The bacteria die.” The legal counsel shifted uncomfortably. “The regulation we pushed for is now our biggest problem. We can’t legally call our product kombucha. We could petition the FDA to lower the standards—” Morrison’s voice was quiet. “How much have we spent trying to fix this?” Chen checked her tablet. “$20.3 million on fermentation consultants and biotechnology acquisitions. None of it worked.” The Medical Tsunami: Soda as Poison By 2040, the medical evidence against sugar-laden sodas had become overwhelming. The American Heart Association officially classified high-fructose corn syrup as a “Class II toxin,” requiring warning labels similar to tobacco. The crisis came to a head when the Journal of the American Heart Association published “The Corporate Diabetes Epidemic: A Century of Metabolic Warfare” in 2041. The paper demonstrated that diabetes and obesity rates directly correlated with Mega-Cola’s market penetration across 147 countries. Areas with higher Cola consumption showed disease patterns resembling chemical contamination rather than natural illness. Dr. Harold Lustig presented twenty years of longitudinal research to a packed auditorium. The screen behind him showed stark data: “Regular soda consumption increases diabetes risk by 340%. It shortens lifespan by an average of 7.4 years. We’re officially classifying high-fructose corn syrup as a Class II toxin, requiring warning labels similar to tobacco.” Mega-Cola CEO Morrison watched from the back. His phone buzzed constantly—board members, investors, media requesting comment. Lustig continued: “Children who drink one soda daily show measurable delays in brain development compared to peers consuming fermented beverages. Brain imaging reveals high-fructose corn syrup literally shrinks the prefrontal cortex.” A reporter raised his hand. “Are you saying soda causes brain damage?” “I’m saying the evidence strongly suggests regular soda consumption impairs cognitive development,” Lustig responded. “Meanwhile, children consuming diverse fermented foods show superior health outcomes across every metric we measured.” Morrison left before the Q&A. In the hallway, CFO Chen was waiting. “The stock dropped 12% during the presentation,” she said quietly. “Investors are calling soda ‘the new tobacco.'” Morrison stared out the window at the Washington Monument. “We knew sugar was problematic. We’ve been reformulating—” “It’s not just sugar,” Chen interrupted. “It’s the entire category. Industrial beverages versus living fermentation. We’re on the wrong side.” “We’re a $300 billion company,” Morrison said. “We can’t just pivot to kombucha. We tried that. It failed.” Chen’s voice was gentle but firm. “Then maybe we need to accept that some companies don’t survive paradigm shifts.” The Educational Exodus: Schools Declare War on Soda The Los Angeles Unified School District’s vote to ban all non-fermented beverages in schools attracted phalanxes of Mega-Cola lobbyists and lawyers. A Mega-Cola representative presented their case: “Banning our beverages punishes students from low-income families who can’t afford expensive alternatives. We’re prepared to offer healthier formulations—” A parent cut him off. “You’ve been promising ‘healthier formulations’ for thirty years while marketing addictive sugar-water to our children.” Dr. Rebecca Scharf's groundbreaking research demonstrated that children who were given an alternative to sugar-sweetened soda were healthier. The school district called her as an expert witness. She summarized her findings: “Two years after schools switched to kombucha dispensaries with on-campus fermentation labs, we see 67% reduction in behavioral problems, 45% improvement in test scores, 89% decrease in childhood obesity.” A high school student approached the microphone. “I’m sixteen. I grew up drinking your soda. I was diagnosed with pre-diabetes at fourteen. Since switching to fermented beverages, my health has improved. But my little brother is eight—he’s never had soda, only fermentation. He’s healthier than I ever was. You took my health. Don’t take his.” By 2052, 43 states had implemented similar bans. The “Fermentation Generation”—children who grew up drinking school-provided kombucha—showed dramatically superior health outcomes compared to predecessors who consumed soda. These children literally rejected Mega-Cola on a physiological level; their optimized gut microbiomes found industrial beverages repulsive. Medical Prescriptions Against Corporate Beverages The American Academy of Pediatrics’ 2044 guidelines required doctors to “prescribe against” soda consumption, treating it as seriously as smoking cessation recommendations. Insurance companies began covering kombucha prescriptions while penalizing patients who tested positive for high-fructose corn syrup consumption. Dr. Chen’s research (detailed in Episode 2) provided the scientific foundation for these medical interventions. Her studies proved that even occasional soda consumption disrupted the personalized gut microbiomes that enabled optimal cognitive function. Doctors began prescribing specific kombucha strains to repair metabolic damage caused by years of consuming industrial beverages. Morrison’s Tower Disaster: Industrial Control Meets Living Systems Following his 2050 visit to Aberdeen’s agricultural tower, Morrison commissioned twelve “MegaTower” facilities across North America, investing $8.4 billion in what he called “industrial-scale fermentation infrastructure.” His engineers replicated the physical structure perfectly—1,200-meter climate-controlled spires with alternating tea cultivation and kombucha production floors. The catastrophe unfolded within months. Morrison’s towers, designed for efficiency optimization, automated every process that Aberdeen’s workers performed intuitively. Computer algorithms regulated temperature, humidity, and nutrient delivery with microsecond precision, eliminating “human inefficiency.” The tea plants withered. The SCOBYs died. Dr. MacLeod’s warnings proved prophetic: Morrison had copied the machinery while killing the ecosystem. His sterile protocols eliminated the beneficial fungi, bacteria, and insects that made Aberdeen’s floors function as living environments. His “optimized” nutrient solutions lacked the complexity of naturally composting tea waste. His automated systems couldn’t respond to the subtle biological cues that experienced cultivators recognized instinctively. By 2053, all twelve MegaTowers stood empty—$8.4 billion monuments to the fundamental incompatibility between industrial control and biological partnership. The failure accelerated Mega-Cola’s eventual bankruptcy, proving that living systems cannot be purchased; they can only be cultivated. Morrison’s Desperate Gambit: Fermented Cola Stung by his failed “MegaTower” experiments, Morrison staked Mega-Cola’s survival on developing fermented cola using modified SCOBYs. The “New Cola Kombucha” project consumed $67 million over three years, employing thousands of microbiologists and fermentation specialists. The results were universally catastrophic. Dr. Park, a fermentation specialist hired from Korea, led Morrison through the lab. Rows of fermentation vessels bubbled with dark liquid. Scientists monitored bacterial counts, pH levels, sugar content. “We’ve engineered SCOBY cultures that can ferment in the presence of cola flavorings,” Park explained. “It’s taken three years, but we have a stable culture.” Morrison looked hopeful for the first time in years. “And it tastes good?” Park hesitated. “It tastes… interesting.” They entered a tasting room where twenty focus group participants sat with cups of dark, fizzy liquid. Morrison watched through one-way glass as participants tasted the fermented cola. The reactions were immediate and universal: grimacing, coughing, one person actually gagged. “Fizzy coffee grounds mixed with cleaning products,” one person said. “Like someone fermented tire rubber,” another offered. “I think I can taste failure,” a third concluded. Park pulled Morrison aside. “The SCOBY cultures are stressed by the chemical additives in cola formulation. They’re producing unusual compounds—not toxic, exactly, but profoundly unpleasant. They’re causing gastrointestinal distress in 89% of test subjects.” Morrison stared at the focus group, then turned to Park. “Give me options. Can we adjust the flavor profile? Different additives?” “We’ve tried 47 formulations,” Park explained. “The problem isn’t the recipe—it’s the fundamental incompatibility between cola chemistry and healthy fermentation at this scale. The bacteria are literally stressed by the environment we’re asking them to live in.” “So what you’re telling me is that fermented cola is impossible?” Park hesitated. “I’m telling you that your version of fermented cola—one that tastes like Mega-Cola but contains living bacteria—is impossible. If you were willing to let go of the cola formula entirely and create something new…” “Then it wouldn’t be Mega-Cola,” Morrison insisted. “That’s what I’m trying to save.” Morrison sank into a chair. “How much have we spent on this?” “$67 million,” Park confirmed. “And it’s undrinkable.” “Yes.” Morrison laughed bitterly. “We can put a man on Mars, but we can’t ferment cola.” Park’s voice was kind. “We can’t ferment cola because we’re trying to put it on Mars. Fermentation requires accepting biology on its own terms. We keep trying to force it into our industrial model. Biology keeps refusing.” The FDA’s emergency recall of Morrison’s prototype batches in 2059 triggered the final collapse of investor confidence. The Bankruptcy Cascade: Industrial Liquidation Mega-Cola declared bankruptcy on November 1, 2060—the Mexican Day of the Dead seemed grimly appropriate for the death of an American institution. The company’s $284 billion in debts exceeded its assets by a factor of three, as brand value evaporated alongside consumer demand. The company was not alone. BigSoda collapsed six months later, then Dr Gipper —the third-ranking cola in the world —creating a cascade of corporate failures worth over $1.2 trillion. Morrison sat alone in his office as the board meeting proceeded via video conference. The board chair spoke: “The FDA has issued an emergency recall of all New Cola Kombucha prototypes after test subjects required hospitalization. Our stock price has fallen 89% from its peak. Our debt exceeds assets. We have no choice.” Morrison knew what he must announce. “Mega-Cola Corporation is filing for Chapter 11 bankruptcy protection, effective immediately.” On screens across America, news anchors delivered the story. Morrison watched employees leave the building carrying boxes. Fifty thousand jobs ending. A century-old brand dying. Chen entered his office quietly. “I’m sorry, James.” Morrison didn’t turn from the window. “You tried to warn me. Back in 2035. You asked if we could industrialize biology without killing what made it valuable.” “I did.” “The answer was no.” “I guess I just didn't listen.” Morrison was quiet for a long moment. “I spent my whole career optimizing systems, maximizing efficiency, scaling operations. I was good at it. But biology doesn’t care about efficiency. It cares about diversity, resilience, relationships. Everything I knew how to do was wrong for this.” Chen sat beside him. “What will you do now?” Morrison laughed without humor. “I’m 62 years old. My entire career has been corporate optimization. I don’t know how to do anything else.” “You could learn,” Chen suggested. “Learn what?” Morrison asked. “How to brew kombucha in my garage? I destroyed people’s livelihoods trying to industrialize something that shouldn’t be industrialized. I don’t deserve to be part of what comes next.” “Maybe that’s exactly why you should be,” Chen said softly. “You understand what doesn’t work. That’s valuable knowledge.” The liquidation auctions became symbols of industrial obsolescence. Mega-Cola’s Detroit headquarters sold for $47 million to the Georgia Fermentation Kollective, which converted the building into vertical kombucha gardens. The iconic “Land of Cola” museum became the “Museum of Metabolic Harm,” displaying artifacts from humanity’s sugar-addiction era alongside warnings about corporate food manipulation. Urban Composting: From Soda to Soil Morrison’s personal transformation paralleled that of his company. After Mega-Cola’s bankruptcy, he founded “Regenerative Detroit,” converting abandoned bottling plants into urban composting facilities that produced soil for vertical tea gardens. His memoir, From Syrup to SCOBY: A CEO’s Redemption, became a bestseller, chronicling his journey from corporate predator to ecological steward. Nakamura, the consultant who told Morrison his approach would fail, visited the facility. “You were right,” Morrison said without preamble. “Everything you said in that meeting. I spent five more years and hundreds of millions trying to prove you wrong, only to end up proving you right.” Nakamura watched Morrison teach a teenage girl how to inoculate a growing medium with mushroom spores. “This is unexpected. I thought you’d retire to a beach somewhere, try to forget.” Morrison laughed. “I tried that for six months. I was miserable. Spent forty years destroying things. Figured I should spend whatever time I have left trying to build something.” “Why composting?” “Because it’s the opposite of what I did at Mega-Cola,” Morrison explained. “There, we tried to force sterility, eliminate variability, control every process. Here, we cultivate diversity, encourage complexity, work with biological systems rather than against them. We take waste and transform it into something useful. It’s… healing, I guess.” A teenager approached. “Mr. Morrison, my mushrooms are growing!” Morrison’s face lit up. “Let me see!” He examined her cultivation tray with genuine excitement. “Beautiful! You maintained perfect humidity. These will be ready to harvest in two weeks.” After the children left for lunch, Nakamura and Morrison walked through the facility. “How many people work here?” Nakamura asked. “Forty-seven,” Morrison responded. “Thirty-two are former Mega-Cola employees. When the company collapsed, they lost everything. I felt responsible. So I used what was left of my savings to buy this facility and train them in regenerative agriculture.” “And the composting is profitable?” Morrison shrugged. “We break even. Barely. But that’s not really the point. The point is transforming industrial waste into living soil. The point is teaching the next generation that decay isn’t the enemy—it’s the beginning of new life. The point is learning to think like an ecosystem instead of a corporation.” They stopped before a wall displaying Morrison’s memoir: From Syrup to SCOBY: A CEO’s Redemption. “I read your book,” Nakamura said. “Brutal self-assessment.” “Had to be,” Morrison replied. “I spent decades helping build a system that made billions by making people sick. If I’m going to do anything meaningful with the rest of my life, I need to be honest about what I did wrong.” Nakamura gave him a piercing look. “What’s the hardest lesson, James?” Morrison thought for a moment. “That you can’t buy relationships. Mega-Cola tried to purchase kombucha companies and force them into our industrial model. But the reason those companies succeeded was because they maintained living relationships—between bacteria, between brewers and their cultures, between producers and customers. We thought we could commodify those relationships. We were wrong.” Nakamura looked into the other man’s eyes. “Do you regret your career at Mega-Cola?” “Every day,” Morrison said. “But regret without action is just self-pity. I can’t undo the harm I caused. I can only try to spend whatever time I have left doing things differently.” The two men stood silent. “And now?” Nakamura eventually asked. “Now I’m learning that the same principle applies to everything. Healthy soil requires relationships between millions of organisms. Healthy communities require relationships between people. You can’t manufacture relationships. You can only cultivate them.” A former Mega-Cola executive, now managing the composting operation, approached. “James, the new batch is ready. Want to check it?” They walked to a massive composting area where industrial waste had been transformed into rich, dark soil. Morrison picked up a handful, letting it sift through his fingers. “Five years ago, I couldn’t have told you what healthy soil looked like. Now I can diagnose it by touch, smell, and sight. I know the difference between soil that’s alive and soil that’s dead. I wish I’d learned that forty years ago.” Business School Autopsies: Failed Integration Studies Mega-Cola’s failed acquisitions became business school case studies teaching a fundamental lesson about the new economy: you couldn’t buy biological relationships, only nurture them. Companies that thrived in the fermentation future were those that learned to think like ecosystems rather than machines, valuing symbiosis over extraction and cooperation over control. The old extraction-based capitalism of brands, advertisements, and artificial scarcity had dissolved in the acid of transparency. In its place rose a commerce of connection, a network of exchange based on trust, craft, and living value. No one “sold” kombucha anymore. They shared it—encoded with local identity, story, and microbial lineage. Each brew was a living signature, traceable back to the brewer’s SCOBY ancestry through transparent bio-ledgers—open microbial blockchains that recorded not profits, but relationships. Harvard Business School’s legendary case study “The Mega-Cola Kombucha Catastrophe” had become required reading for understanding how industrial thinking fails when confronting biological complexity. Professor George Santos—a reformed fraudster turned champion of ethical business studies at Harvard—projected key figures on his classroom screen summarizing the Mega-Cola meltdown: $48.7 billion spent on kombucha acquisitions and infrastructure Zero successful products launched 94% loss of beneficial bacteria in acquired brands Complete corporate collapse within 15 years Morrison sat in the audience, invited as a guest speaker. The students didn’t know he was there yet. Santos lectured: “Mega-Cola’s failure wasn’t about lack of resources or expertise. They had the best food scientists, unlimited capital, and a dominant market position. They failed because they tried to apply industrial logic to biological relationships. It’s a category error—treating living systems like machines.” A student raised her hand. “But couldn’t they have just left the kombucha companies independent? Kept them small-scale?” “Good question,” Santos responded. “But that would have defeated the purpose of the acquisition. Morrison wanted to leverage industrial efficiency to dominate the market. He couldn’t accept that efficiency itself was the problem.” “Sounds arrogant,” another student said. “It was,” Morrison spoke from the audience. “Unforgivably arrogant.” The room went silent as students realized who he was. Santos smiled. “Class, we have a special guest. Mr. Morrison has agreed to discuss his decisions and their consequences.” Morrison walked to the front slowly. At 72, he looked older than his years. “I’m here because Professor Santos asked me to help you understand how intelligent, well-intentioned people can make catastrophic mistakes,” Morrison began. “In 2035, I was confident, even cocky, firmly believing we could apply our industrial processes to kombucha. I have degrees from Wharton and McKinsey experience. I’d successfully optimized dozens of operations. I didn’t see kombucha as a challenge—I saw it as an opportunity.” “What changed?” a student asked. “Repeated failure,” Morrison said simply. “We acquired kombucha brands. We killed them by trying to scale them. We hired consultants. They told us what we were doing wrong. We didn’t listen. We tried to ferment cola using SCOBYs. We created undrinkable disasters. Eventually, even I couldn’t ignore reality: you can’t industrialize living relationships.” “Why not?” another student challenged. “We industrialize lots of biological processes. Agriculture, pharmaceuticals—” “Different scale, different complexity,” Morrison explained. “Kombucha requires dozens of organisms in complex relationships. You can’t standardize that without destroying what makes it work. And more fundamentally, I didn’t respect what I was trying to control. I saw bacteria as inputs to be optimized, not as living partners to be cultivated. That disrespect guaranteed failure.” Samantha Chen, sitting in the back, spoke up. “I was Mega-Cola’s CFO. I warned James from the beginning that we were trying to commodify relationships. He didn’t listen until we’d burned through billions and destroyed the brands we’d acquired. The lesson isn’t just about fermentation—it’s about recognizing when your core competencies are incompatible with what you’re attempting.” A student asked the obvious question: “Mr. Morrison, you lost billions of dollars and collapsed a century-old company. Why should we listen to you?” Morrison smiled sadly. “Because I failed spectacularly at something many of you will attempt: forcing biological systems into industrial models. Climate change, environmental restoration, and sustainable agriculture—you’ll all face situations where industrial thinking fails. If hearing about my failures helps even one of you recognize that trap earlier, then bankrupting Mega-Cola will have served some purpose.” Cola Coda The demise of Mega-Cola and Morrison's redemption was celebrated in song by a young group of Baltimore kombucha brewers whose anthem ‘It's an Unreal Thing' was played on college radio stations by retro-70's leather-jacketed DJ's with pierced ears. Here’s Hexotronix: Go now, take what you think will lastBut whatever you wish to keep, you better grab it fastAll your failed investments, they’re all going homeYour fermentation formula had the wrong biomeYour scientists who just walked out the doorHave taken all their SCOBYs from the brewery floorThe towers too have failed to come throughAnd now it's time to go find something new. [Chorus]You sold your soda to a worldThat you thought you'd taught to singIn perfect harmonyBut it's an unreal thing, an unreal thing. You bought up all our breweries, didn't you?Your fake fermented drinks just didn't come through .You killed what made kombucha realSo how does it feelTo be completely unreal?How does it feelTo be a joker?How does it feelTo be a bankrupt, down at heel?With the whole world laughingAt your soda? [Chorus] Your beverage was a bustYour dreams all turned to dustThe missing partWas our SCOBY heartRight there at the startBut you didn't seeWhat we sawDidn't feelWhat we feltDidn't knowWhat we knewDidn't loveWhat we loved. [Chorus] Leave your corporate life behind, something calls for youThe dream that you once had is clearly through.Forget the drinks you've served, they will not follow youGo tell another story start anewThe compost and mushrooms, they now call to you. [Chorus] Epilogue: The Next Discovery Morrison’s transformation from CEO to mushroom farmer illustrates that recognizing failure honestly opens paths to genuine learning. His redemption isn’t about success—it’s about accepting that some approaches are fundamentally wrong and committing to something different. However, one man’s transformation was only the beginning. While corporate executives struggled to understand living systems, a brilliant citizen scientist was making discoveries that would prove the human brain itself required biological partnerships to reach its full potential. Check back next Friday as the gripping tale of ‘Our Fermented Future’ continues. Disclaimer This is a work of speculative fiction. Names, characters, businesses, events, and incidents are the product of the author's imagination, assisted by generative A.I. References to real brands and organizations are used in a wholly imaginative context and are not intended to reflect any actual facts or opinions related to them. No assertions or statements in this post should be interpreted as true or factual. Audio Listen to an audio version of this Episode and all future ones via the Booch News channel on Spotify, Apple Podcasts, or wherever you get your podcasts. If you just want to listen to the music (classic 80’s punk!) tune in as follows: Hexotronix, It’s an Unreal Thing, 36:17 Lyrics ©2025 Booch News, music generated with the assistance of Suno. The post Our Fermented Future, Episode 7: Corporate Death Spiral—How Cola Became Compost appeared first on 'Booch News.

The hosts break down Recess' $30 million raise, pound shots of olive oil, and wonder if Ben Stiller's nostalgic soda brand can make it in middle America. Oh, and someone bottled a hot sauce wrapped in a real $100 bill.  Show notes: 0:25: Take Your Best Shot. Deadlines, People. Pivot & Win. A Benny With Every Bottle. Ben's Beer. – The show opens with a sampling of Kosterina's new high-phenolic extra virgin olive oil shot, which has a spicier kick that some of the hosts realize. Ray reminds listeners that Oct. 31 is the deadline to submit nominations for BevNET, NOSH, and Brewbound's Best of 2025 Awards and is also the last day to submit applications for the upcoming edition of the New Beverage Showdown. The conversation turns to Recess' $30 million Series B funding round, and how the brand has successfully evolved from CBD-based drinks into a broader mood and relaxation brand. They highlight Burn Rate, a unique brand of hot sauces in which each bottle is wrapped in a real $100 bill. They discuss how the project doubles as a marketing stunt and a commentary on startup spending culture. They also feature Ginger Bee Tea, a honey-ginger blend inspired by a traditional Korean tea remedy, and sample Stiller's Soda, a new brand launched by actor and filmmaker Ben Stiller. White they praise the familiar, nostalgic taste of Stiller's Soda, they question whether the founder's celebrity backing will help it stand out in a competitive market. Melissa introduces Magic Spoon's new protein treats and Jacqui shares Alkaline Coffee Company, a new low-acid, mineral-treated cold brew, before Ray invites listeners to send in new product samples for tasting and to leave a five-star review on Apple Podcasts for a chance to receive a free Taste Radio T-shirt. Brands in this episode: Kosterina, Health-Ade, Liquid Death, Recoup, Poppi, Bai, Recess, C4, Trip, Taika, Burn Rate, Onima Pantry, Ginger Bee Tea, Dr. Brown, Stiller's Soda, Magic Spoon, Mezcla, Alkaline Coffee Co., High Tail, Wynk

The hosts unpack curated snack boxes featuring innovative products from emerging food and beverage brands – from sourdough bites and zaatar crackers to whiskey pecans and candied pistachios. They also share insights on how founders can save big and stand out at BevNET's upcoming events in L.A. Show notes: 0:25: Back Home, Back To L.A. Register, Attend, Win. Here And Now. Hot Dog Chips & Urban Shakes. – John Craven chats about his recent travels and highlights the memorable Taste Radio London meetup. The hosts discuss the upcoming BevNET Live, NOSH Live, and Brewbound Live events in December and encourage listeners to register early for discounted tickets and to take advantage of structured networking opportunities and one-on-one meetings with investors, retailers, and entrepreneurs. The hosts also promote the New Beverage Showdown competition, urging emerging beverage founders to apply before October 31 for a chance to showcase their brands to industry leaders. Later, they sample and discuss curated products from the online marketplace Here Here Market, highlighting brands including Unbothered Foods, Live Loud Foods, and Nat's Nuts while noting which might succeed in wider distribution. The team also reviews innovative products such as Urban Remedy's protein shakes and Maizly's corn milk, discussing alt-milk trends and sustainability, and Superlova!'s Dan Dan Sauce, which will be featured on an upcoming Elevator Talk episode. Finally, they invite nominations for the Best of 2025 Awards, recognizing excellence and innovation across the food, beverage, and beer industries. Brands in this episode: Unbothered Foods, Share Crackers, Live Loud Foods, All Together Now, Nat's Nuts, Inizio Italian Specialty Meats, Cellar Door Artisan Preserves, Local Style, Urban Remedy, Maizly, Supernova!, Health-Ade, Poppi, Liquid Death

Ten years ago, the idea of canned milk powering a fast-growing brand might have seemed far-fetched. And yet, Slate – which recently announced $23 million in fresh funding – has proven just how powerful a novel concept can be. What can CPG founders – and the industry at large – learn from its rise? The hosts also look back on an unforgettable meetup in San Francisco, where industry veterans, insiders, and ambitious early-stage founders came together in a high-energy atmosphere. Show notes: 0:25: SpearsTok. S.F. Straightaway. Soaring Slate. Aggressive Snacks & Sprinkles. — The show kicks off with banter about AI job titles and algorithm-driven social media feeds, before the hosts reflect on the energy of Taste Radio's recent San Francisco meetup and how the event fostered valuable industry connections and spotlighted emerging brands. They also preview the show's London meetup on October 2 as well as BevNET's Live events in December. The hosts then turn their attention to a $23M funding round for milk-based protein beverage platform Slate, which sparked a deeper conversation about brand evolution, product positioning and the importance of timing in industry success. They also discuss a plant-based meat snack brand with “aggressive” branding. Ray highlights Sprinkles' new cupcake bites, John gulps Zico's organic coconut water, Mike touts THC and turmeric drinks and Jacqui spotlights an innovative CPG brand designed for women. Brands in this episode: Slate, Spindrift, Health-Ade, Trip, In Good Taste Wines, Slapp, Dokkaebeer, Kechi, Mindful, Jules Matcha, Fort Point, Standard Deviant, Straightaway Cocktails, Plift, MixMix, KiuKiu, Uncle Matt's, ZICO, Drink Folks, Q Drinks, Benni Pops, Sprinkles, Rootless, AGRO, Yasso, Forager Project, Uncracked, Yerba Madre

The hosts dive into the sustained wave of protein-infused consumer products – from popcorn to mashed potatoes – and debate whether the market is approaching “protein fatigue” or merely scratching the surface of a macro trend driven more by marketing than science. They also recap Taste Radio's high-energy meetup in San Diego, spotlighting several new and innovative brands showcased at the event. Show notes: 0:25: Free Tee. Nice To Meet Thee. MDR In DEC. Poppi To Popcorn. Protein ≠ Pumpkin Spice. Head High. –  Ray encourages listeners to review Taste Radio on Apple Podcasts and offers a gift for those who do. The hosts recount their recent San Diego meetup, highlighting new brands like Birdie sparkling teas, cannabis ingredient company SoRSE Technology and fast-growing juice and shot company Sol-ti. They also discuss upcoming events in San Francisco, London, and the BevNET Live, NOSH Live, and Brewbound Live conferences in Marina del Rey, emphasizing early registration benefits. They turn their attention toward the deluge of new protein-infused products coming to market, from Kloud popcorn to Idahoan mashed potatoes, prompting a debate among the hosts about the limits of protein's market viability and consumer perception. The hosts also praise Rotten, a brand of better-for-you gummy worms, and highlight kanna-infused ANA brand Innerbloom as well as Happy Pop and Cien Chiles. Brands in this episode: Solti,  Straightaway Cocktails, Birdie, The NA Beverage Co.  Perfect Hydration, Slapp, Hoplark, Mother Earth, AleSmith, Bottle Logic, Fall Brewing, Poppi, Vita Coco, Health-Ade, Khloud, Idahoan, Mighty Squirrel, Cleveland Kitchen, Fave, Innerbloom, Happy Pop, Rotten, Fave, Cien Chiles

Caroline Levy and Carol Reber know a lot about being on a board. Between them, they sit on the board of six different companies that include Celsius Holdings, Far Niente Wine Estates, Health-Ade, Arterra Wines Canada, Rack & Riddle, and Athletic Brewing Company. On today's episode, Carol and Caroline share their journeys and bring us up to speed on what a company board of directors actually does, who should be on them, and what characteristics distinguish a good board from a bad one. Want to sign up for our written research? Have a question, qualm or story to tell, reach out via email: Bourcard.Nesin@Rabobank.com Check out the rest of our written research: Rabobank.com/knowledge Be sure to listen to Caroline's fantastic podcast, Drinks With Caroline:  Click here   Note: The content and opinions presented within this podcast are not intended as investment advice, and the opinions rendered are that of the individuals and not Rabobank or its affiliates and should not be considered a solicitation or offer to sell or provide services. Drinks With Caroline is not a part of Rabobank Group. Disclaimer: Please refer to our global RaboResearch disclaimer at https://www.rabobank.com/knowledge/disclaimer/011417027/disclaimer for information about the scope and limitations of the material published on the podcast.

Denise Woodard is the founder and CEO of Partake, an allergy-friendly food company. Woodard started her career in pound-the-pavement sales roles at Philip Morris and FedEx, gaining robust experience in winning business by providing genuine solutions to her clients. She then spent the majority of her early career at the Coca-Cola Company, starting in sales and then finding her niche working on the emerging brands that were better aligned with her values, like Honest Tea and Health-Ade. After rising through the ranks and becoming the director of national sales for Coca-Cola's Venturing and Emerging Brands (VEB), Woodard was proud of the career she had built for herself and didn't envision she'd ever leave her job. But after having her daughter, Vivienne, and finding out her child suffered from food allergies, she started to realize just how stark the allergy-friendly food landscape was. She couldn't find any options that were nutritious and delicious, and after some nudging from her nanny, Woodard decided to do something about it. She promptly put together a new business pitch for an allergy-friendly snack brand, entered a pitch competition, and won. She spent the next year building Partake while working her day job before leaping into it full-time. Since then, Woodard has become the first Black woman to raise over $1 million for a packaged food company, and Partake Foods can now be found in over 18,000 retailers, including Target and Whole Foods.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

They call it “better-for-you.” But better for who, exactly? And are trendy startups solving a problem – or just selling the illusion of one? The hosts dig in. We also revisit four interviews from Taste Radio's NYC meetup, where leaders from innovative food and beverage organizations, including Rethink Food and The Goods Mart, shared insights on mission-driven business models and scaling with purpose.  Show notes: 0:45: Deadlines & Agendas. Chasin' Victory. NNE Is Next. Your Grandma's A.I. BFY Candy & Vodka. It's Redundant, No?  The hosts note a fast-approaching deadline for the BevNET Live's New Beverage Showdown and the event's newly released agenda. They also spotlight Chasin' Dreams Farm, winner of the Naturally San Diego Naturally Rising Pitch Competition, and tease a similar event that a sister chapter will be hosting this month. They heap praise on Del Real Foods' new marketing campaign, before Ray's skepticism about new BFY candy bar brand Hormbles Chormbles sparks a conversation about whether moderation and simplicity answer real consumer needs. Melissa unveils a new line of “late night” Doritos and asks if soy milk might be having a quiet comeback, Jacqui highlights a beachy iced tea brand and Ray shows love to a pair of bottled cocktails inspired by a legendary bar in Japan.   30:44: Interviews from Taste Radio's NYC Meetup – Cole Riley, VP of Engagement and Partnerships at Rethink Food, described how the chef-led nonprofit repurposes excess food from restaurants and CPG brands to combat food insecurity, having delivered over 30 million meals across NYC and Miami. Austin Rief, co-founder of Morning Brew and Oceans Talent, explained how Oceans helps U.S. companies hire vetted overseas talent – mainly from Sri Lanka – for up to 65% cost savings while maintaining high-quality work and cultural fit. Rachel Krupa, founder of The Goods Mart and Krupa Consulting, highlighted her mission to spotlight better-for-you brands through curated retail and hotel minibars, emphasizing taste, founder values, and ingredient integrity. David Segal, the founder of David's Tea and now president of Highbeam, shared how his frustration with traditional banking led him to join and help grow novel financial platform Highbeam – a financial platform that automates finance tasks, optimizes cash flow, and provides tailored banking and credit solutions to scaling consumer brands. Brands in this episode: Liquid Death, Cann, Malk, Health-Ade, Chasin' Dreams Farm, Recoup, Mooski, Fierce & Kind, RXBAR, Body Vodka, Spiked Ade, Harken Sweets, Gigantic Candy, Mild Addictions, Del Real Foods, Farmer Foodie, Singing Pasture Farm, Conza Crumbs, Doritos, Madley Hadley, Kirra Tea, WholeMoon, Crushed Tonic, On The Rocks, Toki Whiskey, Haku Vodka, David's Tea, GNGR Labs

Is West Virginia's groundbreaking move to ban artificial dyes in food the pebble that causes an avalanche? And, is Ben Stiller really leaping into an already crowded pool for BFY soda? Lots to discuss. We also sit down with Dan Grim, the CEO of functional drink manufacturer Lucky To Be Beverage Co. Show notes: 0:45: D2, Not 3. Sign Up, Meet Up. Pitch & Catch. Color Us Intrigued. Dogfight. Pouch Bites, Vodka & Saints. – The NCAA basketball tournaments generate some off-the-wall banter (wait, what's Jacqui's username?), before the hosts turn their attention to Taste Radio's upcoming meetup in New York City and BevNET Live Summer 2025. Ray highlights West Virginia's new law banning artificial colors in food and the rest of the hosts weigh in on its potential impact nationally. The news that Ben Stiller filed a trademark for a new low-sugar soda brand turned heads and inspired a chat about the actor's most notable movies. The Newton crew munches on flavored dates, dried mango and granola clusters, before Jacqui talks about a “mindful” beverage brand. John has an unusual vodka at his side along with flasks of a NA gin analog. 28:51: Interview: Dan Grim, CEO, Lucky To Be Beverage Co. – Dan helms Lucky to Be Beverage, a San Diego-based provider of private label and co-packing solutions for functional beverage brands, as well as gummies, capsules, and tablets. At an event hosted by industry organization Naturally San Diego, Dan shares his expertise on the booming functional mushroom trend and the intricacies of the co-manufacturing business. From scaling beverage brands to ensuring the right partnership fit, Dan dives into some of the key elements that drive success in the ever-evolving wellness space. Brands in this episode: Polar, Guayaki, Harmless Harvest, Chobani, De Soi, Poppi, Health-Ade, Vive Organic, Cann, MALK, Liquid Death, Pepsi, Purely Sprouted, Senor Mango, True Dates, Broda, Mind Garden, Little Saints, Whims

Freed has a major announcement, despite being in a bendryl-hole. Alex has a GF, the CFP marches on to the Semi Finals, and the Boys are seeing DOUBLE

Miami loses to Georgia Tech, Alex has a bald spot, and as always - more booch is the solution

Innovative protein brands and proactive meetings. The hosts advocate for both in this episode, which also features an interview with Trey Zoeller, the founder of pioneering whiskey maker Jefferson's Bourbon, a brand recognized by and awarded for its Ocean Aged At Sea expression, a whiskey matured on ships that travel around the world. Show notes: 0:25: Bag It. Face To Face > Email. Take A Minute. The Liver! Fridge Pop. Beard Scoby. – Less than three weeks away from BevNET's winter events, Ray gets agitated while sharing some important travel tips and the hosts explain why meeting John Foraker in December should be on your agenda. They also introduce a new Taste Radio social series, enjoy a new kind of scent in the studio and sample several products from protein-centric brands, including ancestral meat snacks, peanut butter cookies, and mint chip-flavored shakes. Ray also highlights a new brand of macron pops and John tests out a new kombucha-inspired after shave. 28:41: Interview: Trey Zoeller, Founder, Jefferson's Bourbon – Trey, who first joined us for an interview in 2020, talks about why the pairing of oysters and Jefferson's Bourbon Ocean Aged At Sea expression works so well. He also discusses the origins of the uniquely matured whiskey and why the product was initially disparaged by his industry colleagues, and how Jefferson's, which is known for its innovative approach to aging, maintains the cache and image of being a renegade while simultaneously being a widely distributed and popular brand. Brands in this episode: Daily Crunch, Once Upon A Farm, Fly By Jing, Country Archer, Russian River Brewing, Kombuchade, Hint, Grounded, LifeAid, H&H, Macarooz, Health-Ade, Dogfish Head, Love & Chew, Lenny & Larry's, Jefferson's Bourbon

In this inspiring episode, Vanessa Dew, co-founder of Health-Ade Kombucha, shares her journey of transitioning from building a $300 million beverage empire to her next chapter of helping other founders. Vanessa reflects on the challenges of balancing personal identity with professional success and offers insights into personal growth, leadership, and the importance of community. She highlights her passion for creating meaningful, intimate experiences for women entrepreneurs, as well as her exploration into "unsexy" but profitable small businesses. Through her candid conversation, Vanessa encourages listeners to embrace vulnerability, challenge societal expectations, and prioritize their well-being while building their careers.About Vanessa Dew:Vanessa Dew is a magnetic professional speaker, entrepreneur coach, and co-founder of Health-Ade, one of the world's most successful kombucha brands, reaching nearly $300 million in retail sales and available in over 50,000 stores. Named Entrepreneur of the Year by USC Marshall School of Business, she mentors up-and-coming founders. Having been recognized in world-renown publications like Forbes and Glamour, she was also named one of the Gold House A100 List of most impactful Asians. Her insights have been featured on popular shows such as 2nd Life, Gritty Girls, Asian Boss Girl, and The Mad Happy Podcast. Vanessa's passion for empowerment led to The Gold House Futures Scholarship. Engaging in investment, advisory, and board roles, she's spoken on esteemed panels and delivered keynotes at Expo West and influential stages worldwide. As a formidable businesswomen and mother of two, Vanessa Dew is more than a name; she is the embodiment of optimism, resilience, family values, and the audacity to dream big. 

Anjula Acharia is a talent manager, angel investor, and entrepreneur. She is the Founder and CEO of A-Series Investments and Management, a company that invests in startups, many of which have achieved unicorn status. Some brands that she has invested in include ClassPass, Hooked, Bumble, Health-Ade, and SkinnyDipped.In 2007 she founded DesiHits, blending pop culture with diversity. She introduced top artists such as Lady Gaga, 50 Cent, and Britney Spears to India, and she still manages Priyanka Chopra, whose career she launched in the United States. Anjula has been named on Billboard's International Power Players and Top 40 Women in Music lists, featured in the New York Times, Wall Street Journal, Forbes, and Vanity Fair. Recently, she was named to Adweek's Disruptor List, and Elle Magazine's Power Women in Tech.Follow To Dine For:Official Website: ToDineForTV.comFacebook: Facebook.com/ToDineForTVInstagram: @ToDineForTVTwitter: @KateSullivanTVEmail: ToDineForTV@gmail.com Thank You to our Sponsors!American National InsuranceFollow Our Guest:Instagram: @Anjula_AchariaTwitter: @AnjulaAchariaLinkedIn: Anjula AchariaFollow The Restaurant:Official Website: Masala Bay Hosted on Acast. See acast.com/privacy for more information.

We are SO back, baby!

It's a “buy or sell” episode as the hosts opine about the future of online grocery shopping, fish sticks, and whether kombucha can recapture some of its magic (and sales). They also discuss Athletic Brewing Co.'s recent $50 million financing round and highlight a few fizzy and spicy new products. Show notes: 0:25: Boatin'. No Stage In S.D. M&Athletic. Bruised Peaches. White(fish) Space. Hops For Breakfast. – An hour before the Newton-based team set sail on Boston Harbor, the hosts chat about John's upcoming interview as part of a Naturally San Diego meetup on July 17 and the reasons why Athletic Brewing hasn't been acquired… yet. They also share their personal preferences on buying produce using a smartphone or keyboard, why Ray thinks there's big potential for a sleepy frozen segment and whether current challenges in the kombucha category can be overcome. Later, Jacqui gets Parch-ed, Ray is impressed with a new sparkling water brand, Mike unveils an upscale condiment and John samples a morning brew. Brands in this episode: Athletic Brewing, Gorton's, Elavi, Peepal People, Olipop, Poppi, De La Calle, GT's Living Foods, Fishwife, Paro, Chai Box, Kola Goodies, Nguyen Coffee Supply, Health-Ade, Revive, Humm Kombucha, Kevita, AriZona Beverages, Truff, Parch, Cure Hydration, Hoplark

On the latest pod we interview Vanessa Dew who Co-Founded and created a $200M Kombucha Empire - Health-Ade Vanessa is a dynamic force in the realm of innovation and entrepreneurship. With a passion for pushing the boundaries of what's possible, Vanessa's journey is marked by a relentless pursuit of excellence and a keen eye for emerging opportunities. In this episode, you'll discover: How Health-ade was early to the Kombucha and. gut health party. Vanessa's invaluable tips for achieving success and profitability. Her trailblazing journey as a female Asian American entrepreneur, inspiring women to believe in themselves. Join us in celebrating Vanessa Dew, a trailblazer whose vision knows no bounds and whose impact continues to shape the future of innovation.

You'll hear me lovingly describe Caroline Levy as someone that confidently dances to the beat of their own drum, but what I was referring to was my belief that the most successful people in business have conviction when others don't. Because don't get it twisted…building conviction isn't for the faint of heart. Yet, those courageous enough to go through the journey will find that if it's coupled with passion…the result is electrifying. That statement I think perfectly quantifies Caroline Levy's renowned career as one of the top equity analysts in the consumer space, trusted board member of brands like CELSIUS Holdings, Health-Ade, and Athletic Brewing, and overall strategic thinker that's uncovered key consumer trends well before they became mainstream. Sounds right up my alley, right? So, I knew our conversation was going to be electric, but it honestly even exceeded my lofty expectations. Despite covering a ton of categorical ground in a relatively short amount of time…you can expect of deep conversation that spans from the dynamic energy drinks market to the emerging gut health functional beverage space…and even the disruptive non-alcoholic beer category. Moreover, we share our thoughts on why CPG brands should be focusing more on delivering value over volume. Finally, Caroline and I put on our economist hats…look into our CPG crystal balls and share some thoughts around the near-term outlook for beverage deals. But those are just some of the interesting topics we talked about in this episode... FOLLOW ME ON MY SOCIAL MEDIA ACCOUNTS LINKEDIN - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/joshuaschallmba⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ YOUTUBE - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.youtube.com/c/joshuaschall⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ TWITTER - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.twitter.com/joshua_schall⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ INSTAGRAM - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.instagram.com/joshua_schall⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ FACEBOOK - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/jschallconsulting --- Support this podcast: https://podcasters.spotify.com/pod/show/joshua-schall/support

Welcome to the next episode of Evie Unbounded

Has “organic” lost its sheen? Based on Nielsen IQ data presented by Whipstitch Capital's Nick McCoy, it would appear so. A veteran food and beverage investment banker, McCoy spoke at a recent event in Vail, Colorado hosted by private equity firm Manna Tree. As part of a presentation on deal flow and trends in the natural products industry, he revealed a shift of the most important product attributes for consumers of natural brands, and how Gen Z and Alpha's current spending patterns can inform brands about where to invest their resources. The Manna Tree event also featured fireside chats with General Mills M&A director Andrew Petz and Holly Adrien, who leads natural and organic strategy for Kroger and is the retailer's innovation manager, each of whom shared insights about their respective roles amid an evolving landscape for natural products. Ray attended the event and shared takeaways in this episode, which also includes the hosts' assessment of Nutrabolt's investment in supplement brand Bloom Nutrition and the acquisition of plant-based creamer brand nutpods. The hosts also riffed on a handful of new products, including Heath-Ade's new soda brand Sunsip. Show notes: 0:35: When In Vail, Vest Up. Time To Invest In Sustainable Packaging? A Good Match. Jacqui's Peas. – The hosts commented on Ray's unusual outfit and lack of ski plans before he gave a summary of business presentations from Manna Tree's Leadership Summit, held earlier in the week. Amid the synopsis, they chatted about why a high-profile cereal company was struggling to find an acquirer, best practices for connecting with retailer buyers and a few expectations for Expo West. Ray shared his take on Health-Ade's latest attempt at soda, while John and Mike spiced things up with new hot sauces and chili crisps and Jacqui shared her passion for peas. Brands in this episode: Gotham Greens, Heath-Ade, The New Primal, Good Culture, Verde Farms, C4, Bloom Nutrition, nutpods, Sunsip, Red Clay, Truff, Muci, Bhuja, Magic Spoon

Dinner for Shoes is a podcast hosted by Sarah Wasilak, a fashion and food enthusiast with her mouth full. With appearances by her cats, Trish and Kit, and agendas that almost always go to shit, we aim to dive into a discussion about fashion and style and break some bread in each episode.  In episode 17, Mocktails + Dry January Jammies, Sarah explains why she's decided to participate in Dry January for the first time ever. She reads stats from some interesting articles about alcohol's effect on the body, and she touches on her own mental health and how it's impacted by alcohol. As Sarah whips up some mocktail recipes that incorporate non-alcoholic beverage brands, she walks her dinner guests through her favorite PJ brands for cozy season. Sarah's Sleepwear Superlatives introduce 10 different labels known for pajamas, and she explains what she likes about each one. Dinner for Shoes podcast episodes are released weekly on YouTube, Spotify, and Apple. You can follow along for updates, teasers, and more on TikTok, Instagram, and Facebook. If there are any fashion topics you've been pondering or good eats you think Sarah should try, don't hesitate to send a DM or an email. Dinner for Shoes is an original by The Kai Productions. Follow Dinner for Shoes: @dinnerforshoes on Instagram, TikTok, Facebook, and YouTube  Follow host Sarah Wasilak: @slwasz on Instagram  Follow producer Megan Kai: @megankaii on Instagram  Get in touch: dinnerforshoes@gmail.com To make this video more accessible, check out YouDescribe, a web-based platform that offers a free audio description tool for viewers who are blind or visually impaired.  THIS DINNER Makeshift mocktails! Ingredients include: Celsius energy drink, Anima Mundi herbal supplements, Health-Ade kombucha, Pom pomegranate lemonade tea, Harmless Harvest coconut water, Grüvi secco and sangria, De Soi sparkling non-alcohol apéritif, and Diet Coke. THESE SHOES Aerie Fur Scruff Slippers in Festive Olive (1499-8622) THIS OUTFIT Pretty Lavish Mckay One Shoulder Knit Top Free People Intimately Sweet Thing Lounge Pants (87494530) BaubleBar Drink Earring Tequila Shot Set Marrow Fine custom rings THESE CHAPTERS 0:00 - HOW ALCOHOL AFFECTS MY MENTAL HEALTH 8:16 - DRY JANUARY STATISTICS 15:35 - THE PAJAMAS BEHIND THE SLIPPER 18:15 - MAKE MOCKTAILS WITH ME 25:23 - SLEEPWEAR SUPERLATIVES 42:45 - DIET COKE (SODA IS BAD 4 U) IT'S JUST SO GOOD THIS PRODUCTION is created, written, hosted, and produced by Sarah Wasilak. is creative directed and executive produced by Megan Kai. is tech supervised by Nick Zanetis. includes photos in chronological order by Sarah Wasilak, freepeople.com, animamundiherbals.com, ae.com, TomboyX @tomboyx on Instagram, savagex.com, celsius.com, Sleeper @daily_sleeper on Instagram, lilysilk.com, cvpjs.com, Sofia Richie Grainge @sofiarichiegrainge on TikTok, fleurdumal.com, oliviavonhalle.com, getgruvi.com, drinkdesoi.com, and Carissa Stanton @broccyourbody on Instagram. references What Happens to My Body During Dry January via nytimes.com, Considering Dry January? Set Yourself Up for Success via nytimes.com, Can Giving Up Alcohol Improve Your Sleep? via washingtonpost.com, Do You Get ‘Hangxiety'? How to Cope With an Anxious Hangover via theguardian.com, Belly Loving Mocktail from animamundiherbals.com, Celsi-Rita Mocktail from celsius.com, Alcohol-Free Passion Fruit Secco Spritz from getgruvi.com, Guava Grapefruit Rosé Spritz from drinkdesoi.com, Kate Spade New York Nolita Cocktail Set, abcV in New York City, La Ligne, For Love & Lemons, and Joseph Cassell Falconer. is made with love. SLEEPWEAR SUPERLATIVES Best Boho: Free People Best Colorways: Aerie Best Inclusive: TomboyX Best Seasonal Variety: SavageX Most Stylish: Sleeper Best Silk: Lilysilk Best WFH: CVPJ Softest: Eberjey Best His and Hers: Fleur du Mal Most Luxe: Olivia von Halle

The boys are joined by Der and Reba to talk all things Boochy, Bally, and afternoony.

At the Retail Innovation Conference & Expo (RICE), attendees learned that you can elevate your brand's presence, engage your audience and stand out in an increasingly competitive digital climate by tapping authentic content, partnerships with the right influencers, and healthy doses of experimentation. During this Retail Remix episode, we go back to a panel of marketing leaders who shared their unique approaches to social media marketing and advertising. They discussed how they take a full-funnel approach on platforms like Meta, Google, TikTok and Pinterest, and the importance of authentic user-generated content and influencer marketing. Tune in to learn: Why more organic and “raw” content is more effective than traditional, glossy advertising; Why TikTok is a dynamic platform for experimentation; and How to be agile in testing new content and advertising approaches on different platforms.  RELATED LINKS Learn more about Pacsun, HEALTH-ADE, and Sundays here! Learn more about RICE 2024. Read more about social commerce trends on Retail TouchPoints. 2023 Retail Strategy & Planning Series On-DemandAccess a week's worth of content from our friends at Salesforce, Akeneo, Cloudinary and more…all in one click. Watch the 2023 Retail Strategy & Planning Series on-demand today!

Kombucha tea has become many people's drink of choice, and nowadays you'll see various brands populating the beverage aisle of your local grocery store. One of the earliest pioneers of the drink, Health-Ade, started back in 2012, when Vanessa Dew took a leap of faith and started a business with her best friends. Despite the risks, she decided to leave her career in pharmaceuticals to start brewing kombucha at home. As regular drinkers of Health-Ade kombucha, we are so excited to learn more about Vanessa's entrepreneurial journey, the amazing farmer-sourced flavors, and Vanessa's personal approach to health and self-care. __________________________________________ Hosts: Melody Cheng, Janet Wang, Helen Wu Contributing Editor: Haemee Kang __________________________________________ P A R T N E R S • Pampers:  For trusted protection, trust Pampers, the #1 pediatrician recommended brand. • Nikon: To learn more, visit NikonUSA.com/podcastZ8 __________________________________________ C O N N E C T W I T H U S • Subscribe and Follow us @asianbossgirl on Apple Podcasts/Spotify/Amazon Music/YouTube/Instagram/Twitter/Facebook • Listener Survey: Let us know your thoughts on the podcast here • Shoutouts: Give a shoutout on the podcast here • Email: hello@asianbossgirl.com __________________________________________ S U P P O R T U S • Merch: asianbossgirl.myshopify.com • Donate: anchor.fm/asianbossgirl/support • More about us at asianbossgirl.com Learn more about your ad choices. Visit podcastchoices.com/adchoices

Booch Ball Season 4 is LIVE Alex & Freed launch their first live broadcast of Booch Ball to celebrate the Confusion Bowl: Miami (FL) vs Miami (OH) Friday night on the ACC Network. The boys are joined by the most famous Booch Ball guest of all time: ESPN Announcer Jay Alter! Jay is in Miami preparing to be on the live broadcast. What we're drinking: Health-Ade Pomegranate, the #1 overall kombucha on our boocha big board What we're thinking: It's the Confusion Bowl! Jay Alter gives us insights from his interviews with Miami players and coaches & Alex quizzes Jay with a Tale of Two Cities to figure out just how confused he is about the REAL Miami Who we're picking: Full slate of week 1 matchups + Miami Hurricanes final score. We've also got a new rating for the top dog HA Pomegranate Stay Cultured... peace

Sixteen years ago, Sweetgreen set out to redefine how consumers perceive fast food by offering crave-worthy meals made with clean and traceable ingredients and sold at an affordable price. Co-founder Nicolas Jammet has long been at the forefront of Sweetgreen's menu strategy, and in his role as chief concept officer, he is tasked with maintaining the company's high standards for quality and consistency in every bowl, snack and beverage sold in its restaurants.  With nearly 160 locations across the U.S. and plans for 1,000 total by 2030, his job is becoming increasingly complex. And, yet, his goal is to continuously improve customer experience by way of new flavors, ingredients and systems that live up to the standard of Sweetgreen's original mission and vision. In this episode, Jammet spoke about the process by which Sweetgreen curates its offerings and designs new products, how he evaluates CPG brands before adding them to the menu, how the company utilizes technology to enhance productivity without compromising culture and shared lessons for new and emerging entrepreneurs about how to build a sustainable business.   Show notes: 0:43: Interview: Nicolas Jammet, Co-Founder, Sweetgreen – Taste Radio editor Ray Latif met with Jammet at Sweetgreen's Back Bay location in Boston where the entrepreneur spoke about a new collaboration with premium seafood brand Luke's Lobster and how the patrons in the Hub compare to those in other cities. He also explained how Sweetgreen defines “healthy” and “affordable,” an average day in his role as chief concept officer, innovation surprises and missteps, the company's partnership with plant-based meat brand Meati and his perspective on introducing new branded beverages and snacks to the menu. Later, he talked about the integration of automated technology to Sweetgreen restaurants, limited-time partnerships with well-known and respected chefs and his mentorship of early-stage entrepreneurs, including Melanie Masarin of Ghia and Becca Millstein of Fishwife. Brands in this episode: Meati, Hu Chocolate, Olipop, Spindrift, Proud Source, Health-Ade, Rowdy Mermaid, Mother Kombucha, Ghia, Fishwife

Welcome to Episode 109 of The Madhappy Podcast. This week, we are excited to welcome Vanessa Dew onto the show to learn more about her journey co-founding the kombucha tea brand Health-Ade and the mental health realities that come with founding a company and bringing it to scale. To kick things off Peiman asks Vanessa to share the inspiration behind founding Health-Ade and how the idea came to fruition (2:10). The two get into a conversation about the brand's mission to follow your gut, speaking to the literal and metaphorical aspects of the company's tagline (6:12). Vanessa and Peiman speak about their experiences and pressures that arose throughout young adulthood as children of immigrants (18:09) before moving into a discussion about therapy and how it has benefited them both on a business and personal level (25:05). Peiman asks Vanessa to elaborate on how she has worked to maintain her well being and overall mental health since founding Health-Ade (30:52), before the two wrap up as Vanessa shares a few important lessons that she has taken away from her entrepreneurial professional experiences (38:20). We talk about some serious topics on this show. We are not professionals and are not giving advice. If you or someone you know needs help, please text start to 741741 and for additional resources please visit ⁠LocalOptimist.com/Get-Help⁠ The Madhappy Podcast is for informational and entertainment purposes only and is not a replacement for medical advice, diagnosis or treatment. Follow us: ⁠@Madhappy⁠ | ⁠@LocalOptimist⁠ Visit us: ⁠Madhappy.com⁠ | ⁠LocalOptimist.com

At what stage of development should brands consider aligning with a celebrity or athlete? How can companies assess the potential value and impact of those partnerships? The hosts shared their perspective on both topics, and also spoke about why niche brands might need to reconsider certain positioning and packaging callouts that have them collectively scratching their heads. Show notes: 0:43: A Swift Dip In Your Bank Account. Ray Seafallon. We're Coneheads. An NSFW Bev? – John explained why Taylor Swift's concert tour left a hole in his wallet, before the hosts highlighted an opportunity for BevNET Live attendees to meet one-on-one with buyers from major retailers, including Sprouts, and discussed the recently announced partnership between Health-Ade and Ryan Seacrest. They also spoke about what CPG founders might learn from the movie “Air,” the connection between Muddy Bites and muffin tops, whether #steviafree might be a trending term, Jacqui's “lovelife” and an NA beer/Netflix collaboration.    Brands in this episode: Health-Ade, Propel, Barcode, Yesly, Utz, Mike's Hot Honey, Jarritos, Plezi, Muddy Bites, Vina, De La Calle, Love Life, Neuro, Dune, Vital Proteins, Athletic Brewing, Budweiser, Keystone, Michelob, Zima

On today's episode, I sat with self-proclaimed email marketing nerd, Chase Dimond and we discussed...first and foremost, being a #girldad and what that means as a business owner. Beyond that, we talked about some of Chase's big goals. Like getting to 1,000,000+ followers on LinkedIn. He shared his strategy which is a combination of 1. Good Content 2. High Volume (of content) and 3. Distribution and Engagement. I was also so intrigued with Chase's story and humble beginnings which tell the story of him being diagnosed with Crohn's disease and his desire to bring awareness to Crohn's was a launchpad for his personal and career growth. Chase is currently a Partner at Structured — a top ecommerce marketing agency, where he runs the email team. Since June of 2018, they've helped clients send over a billion emails resulting in over $100 million in email attributable revenue. A few of their clients include Poo~Pourri, Eight Sleep, Mixtiles, and Health-Ade. But beyond that he runs several incredible social media channels like Daily Copywriting >>> https://twitter.com/dailycopywriter?s=20 Follow Chase on Twitter >>> https://twitter.com/ecomchasedimond?lang=en Important Links: Connect with me on LinkedIn Follow Me on Twitter Subscribe to My YouTube Channel Linchpin by Seth Godin

The example of a duck is often used to express abductive reasoning: “If it looks like a duck, swims like a duck…” etc. If one were to use the term “niche brand” instead, the logic would typically hold true. But there are exceptions, like The Coconut Cult. Founded in 2017 by Noah Simon-Waddell, Jungho Oh and James Harkin, The Coconut Cult markets refrigerated, coconut-based yogurt made with vegan and organic ingredients and packaged in 8 and 16 oz. glass jars. Known for its playful labels – which feature the brand's distinctive pink flamingo – and quirky social marketing, The Coconut Cult is distributed nationally, including chainwide at Sprouts and The Fresh Market, select Whole Foods regions and hundreds of natural and independent stores where an 8 oz. jar retails for approximately $10.  The Coconut Cult has also built a thriving direct-to-consumer business generated in part by a social strategy where Simon-Waddell is front and center and speaking to the brand's followers – including 107,000 on Instagram – about healthy eating and lifestyle choices.  Amid the construction of a new manufacturing facility designed to keep up with surging DTC and retail demand, Simon-Waddell and Raz about how The Coconut Cult has positioned itself for scale and mainstream success while maintaining the values and vision from which the brand was born. Show notes: 0:43: Interview: Ari Raz, CEO & Noah Simon-Waddell, Co-Founder, The Coconut Cult – Simon-Waddell and Raz met with Taste Radio editor Ray Latif at Expo West 2023 where they chatted about The Coconut Cult's sprawling AirBnb before Simon-Waddell discussed the brand's origins and Raz explained why explosive demand put plans for a single-serve package on hold. They also discussed how seasonal and limited-time offerings have driven new consumer interest in the brand and thousands of monthly subscribers to its online platform with no paid ads or influencers. Later, they shared details about how and why the brand is one of the fastest-growing at Sprouts across all categories, how Simon-Waddell is attempting to educate more Americans about better food choices via yogurt and why they attribute authentic and meaningful messaging as having a direct correlation to strong and organic sales growth. Brands in this episode: The Coconut Cult, Hu Kitchen, Health-Ade

Episode 202: Today's episode is Natalie's favorite of 2023 so far, so you know you're in for a treat! Daina Trout, current CEO & Co-Founder of premium kombucha brand Health-Ade, joins Nat to break down all things business from her views on the role of CEO (and why she's transitioning out of that role) to the art of hiring to communicating through packaging and brand values. Unlike the entrepreneurs that we often hear from, Daina and her two co-founders didn't originally go into business due to their passion or need to problem solve; they fell into the kombucha space only after making the decision to start a company (open to ALL ideas at first) and after deciding to take a step back from their original concept. Daina and Natalie come full circle in today's convo as they start and end with the importance of following your gut, which is both Heath-Ade's mission and a general rule of thumb that both women follow as entrepreneurs.  Today's episode dives into:    Why marketing is both an art and a science  How promising a lifestyle rather than simply a product can lead to more brand loyalty  The two-fold vision and mission behind Health-Ade kombucha  The importance of connecting with your consumers face to face  How Daina's experience at the farmer's market influenced the trajectory of Health-Ade  Why a CEO constantly needs to be problem-solving and compartmentalizing, no matter which stage of growth the company is in  Why there are actually an infinite number of ways to do things “right”  The reality of facing imposter syndrome and feeling fraudulent in business  Thank you so much for being a part of our podcast community! Please be sure to rate, follow, review, and of course, post to your highlight reel. Follow your host Natalie on Instagram @nataliebarbu and @therealreelpodcast. Follow along @heathade and find today's guest @dainatrout.  Thank you to our sponsors for making this episode possible. Check out these deals just for you:   The Farmers Dog - Get 50% off and free shipping on your first box of fresh, healthy food at thefarmersdog.com/REALREEL  Supergut - Head over to Supergut.com and use code REALREEL to save 20% off your order  Apostrophe - Get your first visit for only five dollars at Apostrophe.com/REALREEL when you use our code: REALREEL   Shopify - Sign up for a one-dollar-per-month trial period at shopify.com/realreel    Learn more about your ad choices. Visit megaphone.fm/adchoices

According to a 2020 health survey conducted by the U.S. Centers for Disease Control and Prevention, 41.9% of Americans aged 20 and over are obese. It's a frustrating statistic for public health officials whose advocacy for exercising more frequently and making better eating decisions can often fall on deaf ears. Those issues, however, are linked to the accessibility and affordability of healthy food and beverages. Yes, there are better-for-you options, but are they readily available at a reasonable cost to most consumers? That was a persistent question during Manna Tree's second annual Global Health Forum, hosted earlier this month at the firm's home base of Vail, Colorado. Founded on the belief that “the future of health, well-being and longevity is attainable through innovation in food,” Manna Tree invests in and actively partners with growth-stage companies, including Health-Ade, The New Primal, Urban Remedy, Gotham Greens, Verde Farms and Good Culture. Prior to attending the Global Health Forum, which featured presentations on metabolic health and how consumer behavior has shifted around the better-for-you segment, Taste Radio editor Ray Latif sat down with Manna Tree leaders Ross Iverson, Brent Drever and Steve Young for a trio conversations about the firm's investment strategy and how it relates to getting healthy and affordable food into the shopping carts of more consumers.   We also discussed how entrepreneurs are faced with shifting expectations for bottom line and top line growth, their assessment of consumer confidence and spending, emerging food trends and ways that public institutions and private companies can align on common goals to positively impact global health. Show notes: 2:33: Ross Iverson, Co-Founder & Managing Partner, Manna Tree – The episode opens with Iverson, who briefly discussed how Manna Tree planned for the Global Health Forum before he spoke about how investors are assessing the strength of the U.S. economy amidst concerns of a recession, how the firm evaluates short- and long-term paths to profitability and why the firm is looking to make investments in food manufacturing. He also explained why Manna Tree is “super active” in the operations of its portfolio companies and how aligned groups of food and beverage brands might benefit by having a unified operating structure. 27:01: Brent Drever, Co-Founder & Managing Partner, Manna Tree – Drever spoke about the firm's work with state governors and federal legislators to improve public health, their assessment of companies' efforts to reduce sugar in their products, taking into account a range of consumer views on taste and health concerns and how they evaluate kids' packaged food and beverage brands. He also discussed Health-Ade's discontinued Pop line and the company's efforts to create new products for mainstream consumers and how he plans to navigate the show floor at Expo West 2023. 46:28: Steve Young, Managing Director, Manna Tree – Young discussed his long career in the food industry, including his work with General Mills where he helped shepherd the acquisition of Annie's, why he believes that during a time of uncertainty “investors are not going to invest in the top line at the sake of the bottom line” and whether the era of billion-dollar food brands might be coming to an end. He also discussed the tailwind for local and artisanal brands, the duality of creating highly nutritious and affordable products and how vertically integrated companies factor into Manna Tree's investment thesis. Brands in this episode: Health-Ade, The New Primal, Urban Remedy, Vital Farms, Gotham Greens, Verde Farms, Good Culture, AriZona, Bellisio Foods, Annie's

Health-Ade was founded over 10 years ago by a husband, wife, and best friend. Daina Trout co-founded the brand during a summer at their local farmer's market and Health-Ade has since become a leading kombucha brand. Today the brand champions gut health while making kombucha appealing to all households. Listen to this episode to discover benefits of kombucha that you didn't know and the inspiration behind starting Health-Ade before kombucha was cool. Daina also shares:Challenges faced while building the brandExpanding the brand into mass retailMarketing strategy including specific channels and initiatives that are working for the brand todayYou'll also hear Daina's advice to her younger self and what's next for Health-Ade.Be sure to check out Health Ade at www.health-ade.com and on Instagram @healthadeThis episode is brought to you by WavebreakLeading direct-to-consumer brands hire Wavebreak to turn email marketing into a top revenue driver.Most eCommerce brands don't email right... and it costs them. At Wavebreak, our eCommerce email marketing agency helps qualified stores recapture 6-7 figures of lost revenue each year.From abandoned cart emails to Black Friday campaigns, our best-in-class team of email specialists manage the entire process: strategy, design, copywriting, coding, and testing. All aimed at driving growth, profit, brand recognition, and most importantly, ROI.Curious if Wavebreak is right for you? Reach out at Wavebreak.co

In 2012, Daina Trout, her husband Justin, and her best friend Vanessa Dew were sitting around a kitchen table spit-balling possible business ideas. Their biggest contender seemed to be a natural product to treat hair loss. Turns out, it's harder than they thought to make one, so they landed on something completely different: a brand of homemade kombucha they called Health-Ade. After nine months of brewing kombucha in their kitchen and selling it at local farmer's markets, the three co-founders quit their jobs to pursue Health-Ade full time. In just seven years, Health-Ade brewed 120,000 bottles of Kombucha every day, and did close to $200 million in retail sales.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

BBC Playoffs Semi-Final #2. Who will face Watermelon Wonder in the 2022 BBC Championship Game?New Year's Boochalutions:Caleb WilliamsBowlsKeVitaMatt Rhule2023 LivePlus: Family Plans, Nepotism, Beat Boxing, Periodic Table of Elements, and more!

Its LiTtTtTThe boys get the monkey (Miami) off their backs, as the regular season comes to a close. Championship weeks around the bend, and it's go time. Punch the gas. 

“Of course, you have to fight for your right. Beastie Boys said that, right? You got to fight for your right every single day. I think the people who rest on their laurels, die, especially in consumer because it is so competitive. And if you found something that works, there's going to be 10 people after that the next year or 20 the year after that, and so on and so forth.” Joining Kristi today on The Irresistible Factor is Daina Trout – passionate nutritionist, Co-Founder and Chief Mission Officer of one of her favorite brands, Health-Ade Kombucha. When Diana met her husband, he was told he had to be on medicine for life due to extreme gut issues. Diana was able to heal him entirely with a daily fermented food. Daina quickly learned about the power of fermented foods, specifically, Kombucha. This is what inspired Daina to start Health-Ade alongside her husband and best friend, Vanessa. Their goal was to create the highest quality, best tasting, and most functional kombucha in the market. Today, even among 200 (most of them new) kombucha brands, Health-Ade remains at the top. Daina talks about how every single small decision she made about the brand was intentional (the name, the shape of the bottle, etc.) and has kept them relevant and desirable in a now extremely saturated market. Daina also emphasizes the importance of being aware of competition, but remaining authentic and true to your brand's values as a formula for success and keeping consumers engaged. Tune in for some valuable advice from a pioneer in the health and wellness world.

If you love a scrappy startup story, today's case study is a true standout. I'm joined by Daina Trout, co-founder and Chief Mission Officer of Health-Ade, the fastest-selling Kombucha brand in America, currently carried in 60K stores across the country and doing an impressive $250 million in retail sales annually. Far from an overnight success story though, we're taking a trip down memory lane to the brand's early days in 2013, when they were quickly running out of money and only carried in 10 stores. With the three co-founders already at max capacity trying to keep the business alive and no funds available to hire traditional sales reps, Daina turned to Craigslist to recruit commission-based, independent sales reps to hit the pavement and open new accounts on their behalf. In just 2 weeks, Health-Ade's products exploded into 300 stores. Daina gives us her full playbook today for exactly how she incentivized total strangers to sell her products with no guaranteed pay, the training process, compensation plan, and lessons learned from being in the field interacting with customers. Press play to apply her scrappy sales strategy to your own business! Thank you to our sponsor:Partnerhero: to waive set up fees, go to http://partnerhero.com/ctc and mention “Cubicle To CEO” during onboarding!Connect with Daina:https://health-ade.com/https://www.instagram.com/healthade/https://www.instagram.com/dainatrout/If you enjoyed today's episode, please:Sign up for our text notifications at ellenyin.com/superfan so you can be the first to know when a new case study has dropped!Post a screenshot & key takeaway on your IG story and tag me @missellenyin & @cubicletoceo so I can repost you.Leave a positive review or rating on Apple Podcasts or SpotifySubscribe for new episodes every Monday.Want to hear all the ins and outs of what is happening in our business? Check out all our previous quarterly income reports at https://ellenyin.com/incomereport !AppSumo is every bootstrapped business owner's best friend, offering exclusive lifetime deals for software, courses, templates, and more at STEEP discounts. Go to appsumo.com/collections/ceo to view my curated collection of the best tools to help your business thrive! Learn more about Comcast RISE: https://ellenyin.com/comcastrise

Daina Trout and Vanessa Dew are the co-founders of Health-Ade, and are currently serving as Chief Mission Officer and CEO respectively. On this episode of ITS, they share the secrets of their success: Not only building a category-defining, massive brand, but doing it together as co-founders and friends. Part business advice, part founder support, this episode is filled with some of the best wisdom yet.  Heritage Radio Network is a listener supported nonprofit podcast network. Support In The Sauce by becoming a member!In The Sauce is Powered by Simplecast.

Today I am sitting down with Daina Trout. She's the co-founder and Chief Mission Officer of Health-Ade, as well as their in-house nutritionist. Daina has spent her adult life dedicated to finding and sharing health and wellness through food. Founded in 2012, Health-Ade Kombucha is a multi-million-dollar success that retails in 45,000 stores across the country. Known for their bubbly beverages that are good for your gut, Health-Ade is one of the fastest-growing refrigerated functional beverage brands in the country. For today's episode, of course Daina and I talk about how she got into the kombucha business, but most of our chat is focused on how diet and mood are connected — plus the difference between pre-pro-and postbiotics. (I have a feeling some of you have never heard of post biotics before.) SOCIAL @healthade @dainatrout @emilyabbate @hurdlepodcast MENTIONED IN THIS EPISODE 49. Daina Trout, Co-Founder of Health-Ade OFFERS Goodr | Head to Goodr.com/Hurdle and use "HURDLE15" for 15% off JOIN: THE *Secret* FACEBOOK GROUP SIGN UP: Weekly Hurdle Newsletter ASK ME A QUESTION: Leave me a voice message, ask me a question, and it could be featured in an upcoming episode! --- Send in a voice message: https://anchor.fm/hurdle/message

Daina Trout has come a long way from brewing kombucha in her college dorm at Tufts University. After getting her Masters in both Nutrition and Public Health, she developed her own personal philosophy that health is less about science, and more about what makes you feel good and happy. Fast forward a few years, she decided to launch her product idea, Health-Ade, with her Co-Founders, husband Justin Trout and best friend, Vanessa Dew. With a commitment to brewing the best tasting and highest quality kombucha on the market, starting in farmer's markets and growing rapidly across the US, hear how Daina tirelessly created, launched and scaled Health-Ade to the brand that is today. So many lessons here. You won't want to miss listening to this incredible episode. Today on #TheKaraGoldinShow. Enjoying this episode of #TheKaraGoldinShow? Let me know by clicking on the links below and sending me a quick shout-out on social. Or reach out to me at karagoldin@gmail.com https://www.linkedin.com/in/karagoldin/ https://www.instagram.com/karagoldin/ https://twitter.com/karagoldin https://www.facebook.com/KaraGoldin/ Check out our website to view this episode's show notes: https://karagoldin.com/podcast/294 List of links mentioned in this episode: https://www.instagram.com/dainatrout/ https://www.instagram.com/healthade/ https://www.linkedin.com/in/dainatrout/ To purchase Health-Ade: https://health-ade.com/

The entrepreneurs who win the ‘game' are the ones who keep going when the going gets tough! Joining us today on Hazard Girls is the CEO of Health-Ade, Diana Trout. Diana has an impressive resume and is passionate about gut health. In this episode, you will hear all about the positive effect kombucha and other fermented foods have on your health, the difference between prebiotics, probiotics, and postbiotics, and how to determine the status of your gut health. We discuss how Diana became interested in gut health, what inspired her to start her company, and what it is like to work in a “male-populated” industry as well as how to navigate the unfair assumptions that come with being a woman. Diana also shares some words of wisdom with us as she explains the importance of educating people tactfully; particularly when it comes to sexism in the workplace. You'll learn about Diana's philosophy of getting back on the horse to be a winner, and how her biggest mistakes turned into her biggest lessons. Finally, we talk about Health-Ade's plans for the future. To hear all this and to unlock one of the keys of success as an entrepreneur, press play now! Learn more about your ad choices. Visit megaphone.fm/adchoices

Daina Trout, the CEO of Health Ade kombucha, joins Dana today for a fun conversation about startups, career changes towards the health field, and how fermented foods and kombucha impact gut health! We're digging deep into fermented foods, prebiotics, and post-biotics, and why fermented foods are so integral for gut health. What should we be...

Investors often say that they evaluate a company's potential based on business fundamentals, such as gross margin, retail velocity and brand awareness. As much as anything, however, personal alignment with entrepreneurs in terms of character, vision and demeanor is core to the investment philosophy of Manna Tree Partners.  A private equity firm whose stated mission is “to invest in the future of human health,” Manna Tree holds stakes in 11 companies, several of which were represented at its inaugural Global Health Forum in March, which focused on the future of longevity through food and nutrition.  During the conference, we sat down with Manna Tree's three co-founders and three portfolio company entrepreneurs to examine the origins and development of their relationships. The conversations revealed how their personal friendship established a baseline for trust and helped create positive outcomes for each of the companies. The conversations paired Manna Tree CEO Ellie Rubenstein with Dana Erlich, the founder and CEO of leading grass-fed beef company Verde Farms; Manna Tree CIO Ross Iverson with Daina Trout, the co-founder and chief mission officer of gut-health-centric beverage brand Health-Ade; and the firm's president Brent Drever with Viraj Puri, the co-founder and CEO of indoor greenhouse pioneer Gotham Greens.   Show notes:   2:27: Ellie Rubenstein, CEO, Manna Tree Partners and Dana Erlich, Founder/CEO, Verde Farms – Rubenstein discussed the focus of Manna Tree's Global Health Forum and why it was hosted in Vail, Colorado, Erlich spoke about the origins of Verde Farms and his personal connection to grass-fed beef and both spoke about how an initial meeting made it apparent that Manna Tree was the right partner for the company, which had previously spurned outside investment. They also discussed how the private equity firm helped Verde establish a dedicated board of directors and management team and how Rubenstein evaluated Verde as a category leader that could help deliver on Manna Tree's overarching mission. 27:28: Daina Trout, Co-Founder/Chief Mission Officer, Health-Ade and Ross Iverson, CIO, Manna Tree Partners – After noting that the interview marked Trout's third appearance on Taste Radio and Iverson's second (yet, first IRL), the Health-Ade co-founder spoke about the shift in her day-to-day role, while Manna Tree's CIO explained why he's happier with the company's expanded vision following the firm's investment in August 2021. Trout explained how she and Health-Ade's leadership team identified Manna Tree as a potential investor and why she described the relationship as “a special connection,” why Trout is confident that Manna Tree will help maintain the integrity and quality of Health-Ade products and how Iverson evaluates the growing opportunities for better-for-you sparkling beverages and kombucha. 53:09: Brent Drever, President, Manna Tree Partners and Viraj Puri, Co-Founder/CEO, Gotham Greens – Drever spoke about the speakers and panels at Manna Tree's Global Health Forum before Puri expounded upon Gotham Greens' recent announcement that the company would be doubling its indoor greenhouse capacity. The investor then discussed Manna Tree's investment in Gotham Greens, beginning with the firm's evaluation of the indoor greenhouse industry and why he was impressed by the company's brand, unit economics and vision for expansion. They also shared how they built a relationship during the first four months of the pandemic beginning with a face-to-face meeting in Chicago that was instrumental in establishing a foundation for their relationship. Puri explained why he was impressed by Manna Tree's “rigorous” due diligence process and global network, how Drever assessed Gotham Greens' potential for international expansion, how both consider technology and sustainability as part of the company's growth strategy, and the flexibility of its exit strategy. Brands in this episode: Verde Farms, Vital Farms, Johnsonville, Health-Ade, Gotham Greens, The New Primal

In this episode, Taste Radio's hosts discussed new products in several food and beverage categories, including a nootropic-boosted hydration drink brand launched by an NFL star and NFT icon, a nostalgia-inspiring cinnamon spread, RTD milk teas and spiked tonics, artisanal and low-sugar sweets and perhaps the best-tasting tortillas on the market. They also riffed on recent work travel, this weekend's Specialty Coffee Association trade show and a major funding round for a platform brand of experimental condiments and beverages. Show notes: 0:37: Come To Our Open House. Jacqui Is A Camogie Champion. Ray Doesn't Ski. And Gluten Is One Of The Tastiest Things In The World. – The show opens with a chat about Jacqui's prowess in a sport called Camogie, Ray's recent visit to Vail, Colorado, where he attended a business conference focused on the interaction of health, food and nutrition and a call to entrepreneurs and industry executives to register for tickets to an open house at BevNET HQ later this month. The hosts also offered their take on the launch of “Local Weather,” encouraged listeners to register now – and save money – for the BevNET Live and NOSH Live Summer 2022 conferences and spoke about why gluten-free products should no longer taste like… gluten-free products. Later, they talked about new tea and treats to hit the market and why we're loving canned wine these days. Brands in this episode: Gotham Greens, The New Primal, Verde Farms, Health-Ade, Cinnamon Toast Crunch, Nomadica, Acid League, Local Weather, Beckon Ice Cream, Shire City Herbals, St. Hildie's Spiked Tincture Tonics, Vista Hermosa, The Greater Knead, Twrl Milk Tea, Half Day Tea Tonics, HighKey, Snickers, Twix, Gigantic Candy

Hi friends! Happy Thursday! I have an all-new podcast episode up today and am so excited to share this one. I've been a huge fan of Health-Ade kombucha for yearrrrssss and was so thrilled to interview one of the co-founders, Daina Trout.  Here's what we talk about: - The history behind Health-Ade kombucha - Kombucha 101 - Her tips for entrepreneurs and friends with side hustles who want to take things to the next level - Her tips for being Healthy in Real Life - and so.much.more 099: Taking a leap with Daina Trout, Chief Mission Officer and Co-founder of Health-Ade Kombucha Here's a little bit about Daina if you're not familiar with her: Daina Trout co-founded Health-Ade Kombucha in 2012 alongside her husband, Justin Trout, and best friend, Vanessa Dew. Since the beginning, the trio has been committed to brewing the best tasting and highest quality kombucha on the market.   Trout first learned how to brew kombucha during her tenure at Tufts University, where she earned her Masters' degrees both in Nutrition and Public Health  after receiving her BS from Georgetown University. During that time, she also developed her personal philosophy that health is less about science, and more about what makes you feel good and happy. After graduation, Trout moved to Los Angeles to  accept a position working in pharmaceuticals but continued to cultivate an interest in holistic and “real” food that fuels a hard-working lifestyle. Trout funneled this energy into an entrepreneurship club she formed with Justin and Vanessa to explore ways they could combine their diverse backgrounds into a successful business venture; the result, Health-Ade.   Trusting what soon became the company's motto to “follow your gut,” Trout and her cofounders quit their jobs to focus on Health-Ade full time, brewing kombucha in her apartment closet and selling bottles at a local LA farmers market. Over the course of  the last nine years, Trout has nurtured what started as a small production and niche  product into what has become a national brand that is sold at 45,000 grocery stores and  health food markets nationwide, including major retailers like Target, Whole Foods and  Costco. Today, Health-Ade is currently the fastest growing brand in its category for  three years in a row and is projected to significantly expand its business nationwide  each year under her leadership as Chief Mission Officer. In 2019, Daina was included on Inc's Female Founder 100 list and was also named BevNet's Person Of The Year. The same year, she was a semifinalist in EY's Entrepreneur of the Year program and is a member of the Young Presidents  Organization, a premier community of chief executives from around the world. In 2020,  Daina was highlighted on Entrepreneur's 100 Powerful Women list, and was a feature  guest on NPR's How I Built This. When Trout is not tirelessly working to bring kombucha to every fridge in America, she is spending time with her husband and two  sons, traveling, adventuring, cooking and enjoying outdoor life.  You can connect with Daina on Instagram here and check out Health-Ade here! Resources from this episode: If you don't have the famous sauna blanket already, it's one of my favorite things ever and it feels SO GOOD to sweat and relax, especially on chilly days. Check it out here and use the code FITNESSISTA75 for $75 off! I love love love the meals from Sakara Life! Use this link and the code XOGINAH for 20% off their meal delivery and clean boutique items. I got a shipment last week and it set.me.freeeeee. It felt like such a gift to enjoy vibrant meals that I didn't have to make.  Get 15% off Organifi with the code FITNESSISTA. The green juice and gold powder are my favorites! I recently fell in love with Harmony and drink it like a hot cocoa in warm almond milk or add it to my smoothie.  Thank you so much for listening and for all of your support with the podcast! Please be sure to subscribe, and leave a rating or review if you enjoyed this episode. If you leave a rating, head to this page and you'll get a little “thank you” gift from me to you.  xo Gina

Daina Trout is co-founder of the multi-million dollar and space-disruptor brand Health-Ade . Known for their bubbly beverages that are good for your gut, Health-Ade is one of the fastest-growing refrigerated functional beverage brands in the country and counts fans like Kim Kardashian, Jayden Smith, and more. This past year, Health-Ade was acquired by a longstanding partner, First Bev. As a woman and leader in the beverage space, which is very uncommon, Diana has a unique perspective on what it takes to grow a brand.Tune in to learn about Daina's journey confounding Health-Ade with her husband and best friend, how she got through funding rounds, and her new position as CMO of Health-Ade.Please subscribe above to be notified of our new episodes.  I put together a Free Top 10 Checklist for Every Entrepreneur.  Click here to get your copy: https://thebadassceo.com/tips-for-every-entrepreneur/ ‎To learn more about our podcast guest, click here:https://thebadassceo.com/health-ade-co-founder-on-disrupting-the-kombucha-industry/If you enjoy this podcast, please help support the the podcast by using the link to our sponsors and companies I use for my business.  I receive a small percentage for each sale.  Thank you so much for your support!!http://thebadassceo.com/tools/Follow us on Instagram at:https://www.instagram.com/badass.ceo/