Taja Dockendorf is the Founder, Owner, and Creative Director at Pulp + Wire, a female-founded, award-winning, full-service CPG branding and marketing agency. Pulp + Wire specializes in helping natural and organic foods, cannabis, hemp, and lifestyle brands discover their identities and create websites, packaging, and social media strategies that resonate with their audiences.

Taja has built P+W into one of the most in-demand, referred design houses in the Northeast, and her creative approach to a client-centric and holistic business model has consistently earned the company multiple graphic design and advertising awards. She is a regular contributor to Forbes, focusing on team culture in the creative space, and has been featured in The Dieline, Graphic Design USA, and Food Manufacturing Magazine, among other publications. Before Pulp + Wire, Taja co-founded multiple other brands and companies.

Many founders and brand owners maintain that their brand is "their baby" and should be an extension of their personalities. However, this mentality doesn't always resonate with target audiences. How can you separate yourself from your brand to create a company that serves your target audience?

While your personality may fuel your brand's vision, it doesn't always define it. Award-winning brand builder Taja Dockendorf emphasizes conducting in-depth research into your target audience's habits, preferences, purchasing decisions, and lifestyles to structure your brand. Once you've conducted sufficient research, you can begin creating products and designing packaging and logos. During this phase, it's crucial to acquire and embrace customer feedback to refine your efforts and create a brand that best resonates with consumers.

In this exclusive episode of the Brand Alchemist Podcast, Taja Dockendorf talks about creating a consumer-centric brand that doesn't just reflect your personality. She shares consumer testing strategies for the launch phase, delves into the research phases of brand-building, and explains why your brand isn't really your baby.

Taja Dockendorf is the Founder, Owner, and Creative Director at Pulp + Wire, a female-founded, award-winning, full-service, CPG branding and marketing agency. Pulp + Wire specializes in helping natural and organic foods, cannabis, hemp, and lifestyle brands discover their identities and create websites, packaging, and social media strategies that resonate with their audiences.

Taja has built P+W into one of the most in-demand, referred design houses in the Northeast, and her creative approach to a client-centric and holistic business model has consistently earned the company multiple graphic design and advertising awards. She is a regular contributor to Forbes, focusing on team culture in the creative space, and has been featured in The Dieline, Graphic Design USA, and Food Manufacturing Magazine, among other publications. Before Pulp + Wire, Taja co-founded multiple other brands and companies.

With so much innovation and noise in the CPG market, brands must adapt and differentiate themselves from the competition, all while remaining consistent with their values and keeping the consumer at the forefront. What can you learn from five CPG brand founders who have balanced these responsibilities amid a rapidly evolving market?

When scaling your brand, you must ensure your products remain true to your company's core. Junea Rocha recommends making small changes to your manufacturing over time, while Hector Saldivar warns against growing too quickly and instead suggests building relationships with key retailers and investing in channels that complement your products. Advertising in stores is no longer enough to capture consumers' attention, so Alison Cayne has merged digital shopping with in-store experiences by offering consumers online recipes for her products. Whether operating in the restaurant or DTC space, consumer engagement and connection are crucial. Jake Karls has developed a brand persona that exudes positivity, and Nabeer Alamgir has dedicated his brand to fostering connections with restaurateurs.

In the Brand Alchemist Podcast's exclusive compilation episode, Taja Dockendorf reviews her top five episodes. With insights from Junea Rocha, Hector Saldivar, Alison Cayne, Jake Karls, and Nabeer Alamgir, Taja reflects on generating brand engagement and connection, how to scale sustainably, and how to position your products in front of consumers.

Sara Cullen is the Founder and CEO of GEM, a multivitamin made from real food. After years of struggling with fatigue, inflammation, and digestive issues, she discovered she was nutrient deficient and created a transparent and sustainable solution made with nourishing whole foods. Sara is driven by a passion for sustainable farming and global agriculture.

The standard American diet falls short of the recommended daily nutrient intake, leading many people to be nutrient-deficient despite eating what they may consider a healthy diet. Modern supplements and vitamins don't offer much of a solution, since most of them are little more than sugar-coated gummy bears. Find out how a CPG entrepreneur is revolutionizing traditional notions of multivitamins with a novel idea.

Sara Cullen suffered from various nutrient deficiencies for years until consuming plant-based supplements like spirulina, algae, and other seaweeds transformed her health for the better. With a strong belief that food is medicine, Sara began developing multivitamins made with nutrient-rich superfoods like ginger, orange, turmeric, and seeds. By balancing taste with health and wellness benefits, she has created an innovative product that subverts the vitamin and supplement category. Sara maintains that focusing exclusively on DTC rather than retail has allowed her to better incorporate consumer feedback into her products for continuous iterations and refinement.

In the latest episode of the Brand Alchemist Podcast, Taja Dockendorf interviews Sara Cullen, the Founder and CEO of GEM, about how she transformed her personal health struggle into a real food nutrition company. Sara shares why GEM doesn't believe in mega-dosing, the company's strategic growth choices, and how she developed the brand's flavor profiles.

Junea Rocha is the CMO and Co-founder of Brazi Bites, a better-for-you, Latin-inspired, gluten-free frozen foods brand. With a background in civil engineering, she transitioned to the food industry by scaling her family's recipe for Brazilian cheese bread into a thriving brand with multiple product lines sold in thousands of stores nationwide. Junea also launched the Latino Entrepreneur Accelerator Program, where she empowers emerging entrepreneurs to advance minority representation in the CPG industry.

The CPG industry is reaching new heights with the ongoing introduction of culturally rich products. However, many consumers aren't ready for such a drastic shift from the traditional. How can you ensure the market is primed for your family recipes?

Latina entrepreneur Junea Rocha tried launching a frozen version of her family's Brazilian cheese bread from a food truck, but consumers weren't prepared to merge the two distinct categories. It wasn't until her brand appeared on Shark Tank that she captured consumers' attention and began developing a marketing strategy utilizing customer behavior to innovate effectively. When scaling for mass production, Junea recommends maintaining cultural authenticity and communicating your brand story and product value in your packaging and design.

In the latest Brand Alchemist Podcast episode, Taja Dockendorf welcomes Junea Rocha, the CMO and Co-founder of Brazi Bites, to talk about how she scaled a culturally authentic food brand. Junea shares her strategic approach to gradual innovation and product evolution, why she developed the Latino Entrepreneur Accelerator Program, and her creative brand-building process.

Mike Glick is the Co-founder and CEO of Goode Health, a health and wellness company specializing in biometric tracking and nutrition products designed to improve overall health. He also leads the Columbus studio for Palm Venture Studios, a private firm for new health and wellness technologies located at Ohio State University. Having spent over 10 years leading adult and pediatric nutrition at Abbott, Mike is dedicated to improving accessibility to nutrition and healthcare.

In an industry flooded with generic products, nutrition brands must differentiate their offerings through customized solutions. How can you educate consumers about your products' unique benefits?

Nutrition expert and startup entrepreneur Mike Glick developed a protein supplement company that stands out in a cluttered market by adhering to transparency, ethical standards, and product efficacy. The brand tailors products to consumers' health needs by offering personal nutrition assessments that address nutrient deficiencies and goals. Mike recommends leveraging authentic case studies of vetted individuals who understand your brand's mission and can communicate the personal benefits and provide educational advice. This reduces the confusion surrounding nutritional health products and positions your brand as a reliable solution.

Tune in to this episode of the Brand Alchemist Podcast as Taja Dockendorf hosts Mike Glick, the Co-founder and CEO of Goode Health, who talks about revolutionizing personalized nutrition in the CPG market. Mike shares how to market a new brand in a competitive industry, how to identify your target audience, and Goode Health's future expansion plans.

Hector Saldivar is the Founder of Tia Lupita Foods, a Mexican-inspired food brand made with clean ingredients. A Mexico City native, he adapted his mother's renowned hot sauce recipe into a thriving business. With 14 years of CPG experience, Hector began his career as a field representative before working for industry giants like Nestlé and Diamond Foods.

Starting a new business venture can be a challenge filled with unexpected trials and lessons, especially in the CPG space where creative freedom is valued. How can you harness this creativity to adapt cherished family recipes for the modern consumer?

Transitioning a family recipe from small batches to large-scale production requires making some compromises, yet culture connoisseur Hector Saldivar has managed to preserve 95% of the original taste of his mother's famous hot sauce. He has achieved this by infusing his brand with authentic stories and family traditions that resonate with customers and distinguish his product in the market. By showcasing your passion in every brand effort, you can cultivate connections and relationships with consumers and stakeholders.

In today's episode of the Brand Alchemist Podcast, Taja Dockendorf chats with Hector Saldivar, the Founder of Tia Lupita Foods, about building a CPG brand from a beloved family recipe. Hector shares how he overcame imposter syndrome and navigated rapid growth and reveals his plans for expanding Tia Lupita's product offerings.

Mike Schanbacher is Co-founder of Blobs, a candy company with clean ingredients and low sugar content. In his role, he spearheads Blob's marketing and growth strategies, infusing the brand with the joy and nostalgia of childhood candy. With experience crafting digital marketing and growth strategies, Mike has held roles at numerous prominent companies, including Ogilvy, Partner Commerce, Quip, and USA Today.

Nicholas Kheny is Co-founder of Blobs, where he oversees operations, finance, strategy, and R&D, ensuring great-tasting, better-for-you candy. With a background in biochemical and environmental engineering, he transitioned from real estate to candy-making after discovering a passion for innovative consumer solutions and sustainability.

What does it take to turn a nostalgic passion into a groundbreaking business? Many sweets and snacks on the market are either filled with sugar or contain sweeteners with unpleasant tastes and textures. Is it possible to disrupt the traditional candy market with something entirely new?

Mike Schanbacher and Nicholas Kheny tackled this challenge head-on with a gummy candy brand that debunks the myth that healthy candy can't be fun or delicious. When introducing an innovative product to a crowded market, they recommend embracing creativity in the development process by exploring new shapes, colors, and textures to make the product stand out and create a unique brand identity. Once customers become familiar with your brand, you can integrate their feedback into your product iterations to adapt to the market. Each brand-building effort should incorporate storytelling elements in your packaging and marketing to capture consumers' imaginations and foster brand engagement.

In the latest Brand Alchemist Podcast episode, Taja Dockendorf welcomes Mike Schanbacher and Nicholas Kheny of Blobs to discuss how their brand fulfills childhood memories of candy without guilt. Together, they recount the trial and error in perfecting their product, the strategic brand positioning, and their commitment to connecting with consumers in a genuine, memorable way.

Chitra Agrawal is the Founder of Brooklyn Dehli, an Indian-American condiments brand. She founded Brooklyn Dehli to bridge cultures by connecting consumers to authentic Indian flavors. Chitra is the author of the cookbook Vibrant India: Fresh Vegetarian Recipes from Bangalore to Brooklyn. For over 15 years, she has taught and written about vegetarian food rooted in her Indian heritage.

People often launch CPG brands after identifying a gap in the market, but others do so to fulfill a personal need. When taking this route, recognizing and connecting with your ideal customer can prove challenging. Hear how a CPG entrepreneur influenced by her cultural background brought her brand to the mass market.

Fueled by a desire to introduce Indian cuisine and flavors to the world, Chitra Agrawal established a personal vision for her brand uninfluenced by conventional market products. Although her brand didn't scale at a traditional pace, she was able to forge her own path and control the direction of her growth. When introducing consumers to diverse products not recognized by the mass market, Chitra suggests including recipes on your website to instruct consumers on product usage. By infusing your marketing efforts with your personal mission, consumers are more likely to connect with you.

Tune in to this episode of the Brand Alchemist Podcast as Taja Dockendorf chats with Chitra Agrawal, the Founder of Brooklyn Dehli, about her journey introducing culturally rich products to the market. Chitra shares the value of growing a brand without expectations or timelines, her favorite aspect of building a culturally inspired brand, and Brooklyn Dehli's plans for product expansion.

Gardar Stefansson is the CEO and Co-founder of GOOD GOOD, a CPG brand offering all-natural and low-calorie jams, butters, and spreads with no added sugar. In his role, Gardar oversees daily operations and establishes a cross-country network. After noticing most food options were high in sugar or contained artificial sweeteners, he founded the brand to offer tasty and nutritious alternatives. Before launching GOOD GOOD, Gardar co-founded two artisan salt companies.

With diabetes becoming a global epidemic, people are searching for sugar substitutes and alternatives to sugary foods. However, most of these products are known for their artificial flavors and unpleasant textures. With a commitment to cultivating healthy lifestyles, today's CPG entrepreneur has discovered and branded palatable no-sugar-added products.

Entrepreneur and foodie Gardar Stefansson realized that most people associate no sugar with horrible flavors, so he began offering consumers samples of naturally sweetened jams and jellies to disprove that belief. His target audience soon discovered that it's possible to create sweet and great-tasting food without added sugar. Gardar emphasizes that brands marketed as natural and healthy must fully recognize their production process and the source of their ingredients to convey an authentic brand story.

In today's episode of the Brand Alchemist Podcast, Taja Dockendorf welcomes Gardar Stefansson, Co-founder and CEO of GOOD GOOD, to speak on the process of creating a genuinely likable no-sugar-added brand. Gardar shares how he transitioned from making salt to making jam, how he sustains his mission of sourcing natural food, and GOOD GOOD's plans to revolutionize the spreads category.

Alex Sorenson is the Founder of Blank Slate Kitchen, which crafts internationally inspired sauces with all-natural, quality ingredients. The brand began as a side project before evolving into a successful venture sold nationwide and featured in major publications. As a New York Times-starred chef, Alex has worked in various fine-dining restaurants throughout New York City, France, Rwanda, and Borneo.

When you've satisfied a market need with a brand built from your personal experiences, it's natural to execute each step of the process singlehandedly, ensuring everything aligns with your standards. Yet this isn't sustainable long-term, stunting future brand growth. Hear how a forward-thinking brand owner propelled his business forward despite setbacks to get his exclusive products in consumers' hands.

After the first year of making chili oil in his personal kitchen to ensure quality outputs, Alex Sorenson sliced his finger with a mandoline blade, significantly delaying production. He decided to partner with a co-packer to expedite production and shipping, allowing him to focus on growing the business rather than overseeing daily operations. But Alex nearly lost his brand after partnering with a co-packer who underfilled his products and didn't ensure safe packaging methods. He maintains that co-packer relationships are fundamental to business success, emphasizing the importance of researching and vetting each company before establishing a mutual agreement with each other.

Welcome back to the Brand Alchemist Podcast as Taja Dockendorf interviews Alex Sorenson, the Founder of Blank Slate Kitchen, about his brand-building story. Alex talks about his products' travel-inspired, culturally rich flavor profiles, his plans to diversify his product line, and how he transitioned from a software engineer to a professional chef.