Behind The Barcode

Brian Rubenstein is the founder of Brand Expansion Group, Inc., a sales agency headquartered in Los Angeles, which focuses on growing better-for-you and eco-friendly brands at retail. With nearly two decades of success under its belt, the company has seen exponential growth.

With a strong vision for the future, Brian also supports, either by investing or advising, early stage clean label CPG companies that are disrupting major product categories and helping us live longer, healthier lives.

Brian enjoys practicing breathwork, yoga, meditation, hiking, traveling and is a huge foodie. He became a certified kundalini yoga instructor back in 2013 and on his time off he loves sharing this ancient technology which transformed his life.

www.brandexpansiongroup.com

@brian_rubes

In this deeply personal episode of Behind the Barcode, we meet David, the founder of Zimms Organics, renowned for its high-quality olive oil and unique high-frequency hip hop music. Join us as David shares his transformative journey from a high-stress consulting career to confronting a life-threatening health crisis that reshaped his path forever.

David's story begins with sudden illness and hospitalization, leading to a diagnosis of Crohn's disease. Faced with the daunting reality of lifelong medication, David embarked on a quest to understand the deeper connections between health, diet, and chronic illness. His search for healing led him to discover the potent anti-inflammatory properties of olive oil, sparking the creation of Zimms Organics.

Throughout the episode, David discusses the challenges of navigating the medical system, the insights he gained from his professional background in consulting, and how these experiences informed his approach to wellness and entrepreneurship. This episode not only explores the origins of Zimms Organics but also delves into how personal adversity can lead to a profound understanding of health and inspire a business that helps others.

Tune in to hear how David's determination to find a natural path to health led to the development of products designed to promote wellness and how his personal journey influences his business philosophy.

Follow Zimms Organics on Instagram: https://www.instagram.com/zimmsorganics/

Follow Zimms Organics on TikTok: https://www.tiktok.com/@zimmsorganics

Follow David on Instagram: https://www.instagram.com/dzimm333/

Shop Zimms Organics: https://zimmsorganics.com

Join us on this episode of Behind the Barcode as we sit down with Ardi, the passionate founder of Ardi’s Eats and Sweets, known for some of the best grass-fed burgers in Los Angeles. Dive into Ardi's compelling story of how a childhood necessity turned into a lifelong passion for food and entrepreneurship.In this heartwarming episode, Ardi shares his journey from working in a pizza store as a young immigrant to falling in love with the mystique of American fast food. His early fascination with the industry shaped his future ventures, leading him to create a brand that prides itself on originality and quality. From homemade ketchup to homemade bread, Ardi’s commitment to crafting unique culinary experiences sets Ardi’s Eats and Sweets apart.

Discover how Ardi's personal history and his deep-seated love for culinary creativity inspired him to not only recreate but elevate everyday fast food into something extraordinary. Whether it’s the sauces, the bread, or the desserts, everything at Ardi’s Eats and Sweets is uniquely their own, offering a taste that can't be found anywhere else.

Tune in to hear how Ardi's blend of cultural influences and entrepreneurial spirit led him to build a distinctive food brand that offers more than just nourishment—it offers a story. Perfect for food lovers and aspiring entrepreneurs alike, this episode explores the intersections of identity, passion, and the culinary arts.

In this new episode of Behind the Barcode, we sit down with Lex, the trailblazing founder of Lexington Bakes, and delve into his remarkable journey across diverse industries and ventures. With a background as a brand designer and strategist at Johnson & Johnson for a decade, Lex brings a wealth of experience and a unique perspective to the table.

Today, Lex shares the story of his entrepreneurial spirit, from launching a magazine right out of college to building a design marketplace and starting a queer activism apparel brand. Each venture reveals layers of his passion for design, social issues, and creating meaningful conversations through products. Despite the challenges, including a severe injury and facing backlash for his activism, Lex’s resilience and commitment to his values stand out.

Join us as we uncover the unique insights Lex gained from his diverse experiences and how they shaped his approach to product packaging and branding in the consumer packaged goods industry. This episode is a deep dive into the importance of packaging, the power of resilience, and the impact of aligning your career with your passions.

Whether you're an aspiring entrepreneur, a designer, or someone interested in social entrepreneurship, Lex’s journey offers inspiring lessons on navigating challenges and making a significant impact through thoughtful branding and product development. Tune in to explore the intersections of creativity, identity, and entrepreneurship with Lex on Behind the Barcode.

Follow Lexington Bakes: https://www.instagram.com/lexingtonbakes/

Shop Lexington Bakes here: https://lexingtonbakes.com

Follow Lex on Instagram: https://www.instagram.com/lexevan

Following Behind the Barcode on Instagram: https://www.instagram.com/behindthebarcodepod/

Shop French Squirrel: https://frenchsquirrel.com

Shop Akasha Superfoods: https://www.akashasuperfoods.com

Join us in this episode of Behind the Barcode as we sit down with Forbes Fisher, a seasoned CPG founder, product formulator, and industry operator. Forbes shares his dynamic journey from driving trucks to shaping the landscape of consumer packaged goods across various sectors.

In this episode, Forbes recounts how he pivoted from real estate to launching a national ice cream brand during the 2008 financial crisis. He delves into his experiences with Canopy Foods, where he was instrumental in private label manufacturing for giants like Trader Joe's and Whole Foods, and even becoming the domestic supplier for Rao’s pasta sauce. Forbes's extensive background also includes working with beverage companies, and helping launch brands on a direct-to-consumer platform before transitioning them to wholesale.

Forbes's story is a masterclass in versatility and adaptation within the CPG industry. Whether it's formulating food or plant-based protein meals, or advising up-and-coming hot sauce brands, his insights are invaluable for anyone interested in the behind-the-scenes of product development and market strategies.

Tune in to discover how Forbes's expertise and innovative approaches have made a significant impact on the CPG sector, get inspired by his journey of continuous evolution and success in a competitive market.

In this new episode of Behind the Barcode, join us as we sit down with Darren Viscount, the Senior Category Manager at Bristol Farms, who shares his inspiring journey of community engagement and personal growth in the retail industry.

Having moved extensively across the United States, from North Carolina to Los Angeles, Darren discusses how what led him to seek a deeper connection with his professional community and the importance of transparency in today’s retail environment.

Darren opens up about his experiences working with vendors and brands, emphasizing the value of personal stories behind the professional roles. He also shares his aspirations of starting his own venture, inspired by the entrepreneurs he meets.

This episode is a must-watch for anyone interested in the stories of resilience and community building in the retail sector.

Join us on this episode of Behind the Barcode as we dive into an enthralling story of entrepreneurship and passion with Erika, the founder of Kefirlab. Discover how a rich family history of biohacking and wellness, combined with personal health challenges, inspired Erika to revolutionize the traditional kefir market.

In this conversation, Erika shares her journey from experimenting with homemade health foods in her youth to transforming these experiments into a thriving business.

This episode is packed with insights for anyone interested in starting their own CPG product, as Erika opens up about the trials, learnings, and ultimate successes of launching a business that's both a personal passion and a benefit to consumers. Discover the power of listening to customer feedback in shaping a product's journey and how Erika and her team have used this to market the health benefits of their kefir effectively.

Today, we're thrilled to have a very special guest, Mario, the youthful and dynamic founder of Stellace, a consumer-good initiative in deep sleep exploration.

In this episode, Mario shares his unique experience as a student founder balancing academia and entrepreneurship. After creating his first six-figure venture at just 12 years old, Mario set out to Los Angeles to decide what his next project would be. Jumping around venture to venture, he became enamored by the power of sleep and dreams and has decided to go all-in on healing the world.  He provides an intriguing glimpse into the creation of Stellace, which he describes not just as another sleep supplement, but as a unique product category on its own. We also delve into the challenges and triumphs of engaging with audiences on platforms like TikTok.

Join hosts Anna and Sydney as they discuss with Mario how he navigated the startup landscape while attending USC, and his plans for future ventures beyond Stellace. This conversation is a must-listen for anyone fascinated by the grit and creativity of young entrepreneurs, especially those making waves in the health and wellness sectors.

Tune in to hear more about Mario’s journey and get inspired by his determination and innovative approach to business and product development. Whether you’re an aspiring founder, a student with a business idea, or simply curious about the new generation of entrepreneurs, this episode will offer valuable insights and motivation.

Find Stellace:

@stellace

stellace.com

Find Mario:

@a.puzzo

In this episode, we sit down with Robert, the visionary founder & CEO behind Mooski, a brand that's shaking up the bar category with healthier, minimal ingredient options.

Having honed his craft at renowned companies, Robert brings a wealth of experience and unique insights into the creation and marketing of snack bars that stand out in a crowded market. This conversation isn't just about what makes a great product, but also the deeper fundamentals of building a brand that resonates with today’s health-conscious consumers.

Whether you're an aspiring entrepreneur, a seasoned business owner, or simply curious about the innovation behind your favorite snacks, this podcast is for you. Tune in as we explore the challenges, learnings, and triumphs of entrepreneurs like Robert who are not just creating products, but are driven by a mission to offer better choices to consumers.

So, grab your favorite health-conscious snack, and let's dive into the stories behind the products that are redefining the CPG space.

In this episode, we're thrilled to have Lauren Plunk join us to discuss the dynamic world of Consumer Packaged Goods (CPG) marketing. Lauren, founder of Alchemiss Agency & consultant for "Better for You" CPG brands including Akasha Superfoods and French Squirrel, brings a wealth of knowledge in brand building, influencer marketing, and product development.

We explore essential strategies for any CPG brand, focusing on creating compelling brand stories, integrating products authentically into influencer lifestyles, and navigating the complexities of marketing in today’s fast-paced environment.

Whether you're managing an established brand or starting a new venture in the CPG industry, this episode offers valuable insights into using social media effectively, understanding market dynamics, and making your products stand out. Tune in as we uncover what’s hot in marketing right now and how to leverage these trends for your brand's success.

Don’t forget to subscribe for more insights and stories from the world of consumer goods on Behind the Barcode!