Brands for a Better World (formerly Evolve CPG)

By Gage Mitchell of Modern SpeciesBusiness Health & Fitness Nutrition Arts Marketing Food

Brands for a Better World (formerly Evolve CPG) episodes

September 29, 2021037 - Cookies for Recovery with Kelsey Moreira of Doughp
After getting sober in 2015, today’s guest, Kelsey Moreira, set off on a journey to make the world a little sweeter by starting Doughp Legit Cookie Dough, a company that makes edible, bakeable, and ridiculously tasty cookie dough. You’ll hear about Kelsey’s lifelong interest in marketing and how her ambition drove her to use alcohol to relieve stress before reaching a turning point that changed sobriety from a ‘should’ into a ‘must’. Her huge life change left her with the capacity to pursue a new endeavor, and she began baking as a hobby until her entrepreneurial spirit led her to transform it into a business and pitch it on Sharktank to find an investor. Doughp has an ecommerce segment, as well as physical stores in San Francisco and the Las Vegas strip, which Kelsey chose because of her focus on addiction recovery. We explore the power of the message behind the brand to grow a community, and Kelsey reveals more about the non-profit piece of the company, donating one percent of total sales to a different organization each year, with She Recovers as this year’s non-profit. Kelsey shares plenty of actionable advice with listeners today, and points us in the direction of her podcast, Soberpreneur, where she interviews innovative business owners who have recovered from addiction. We hope you tune in to be inspired by this force for good today!

Key Points From This Episode:
Kelsey’s company, Doughp, and the edible, bakeable cookie dough products they make.
Their focus on addiction recovery and mental health, sparked by Kelsey’s journey to sobriety.
The brownie cookie dough Doughp produced with Regrained flour and other partnerships.
Kelsey’s lifelong interest in marketing and how she worked at Intel from the age of 16.
How she came to rely on alcohol to relieve the stress of building a career in tech marketing.
What she learned from Intel’s focus on doing good by fighting online harassment.
Kelsey’s journey to sobriety and the turning point that took her from ‘should’ to ‘must’.
Her nickname, Monsterbaby, and the sweet tooth that led her to baking after she got sober.
How her entrepreneurial spirit and love of baking sparked the start of Doughp.
The best way to consume Doughp cookie dough: half baked.
Flaxseed as a substitute for eggs, allowing you to eat the dough raw.
How Kelsey pitched to go on Sharktank and ended up being chosen to appear on TV.
What it was like to appear on Sharktank and how questions about health arose.
The investor that came through shortly after and how they made it onto the 500 list.
Her two locations in San Francisco at Pier 39 and on the Las Vegas strip.
Why she chose to set up a store in Las Vegas; a hotspot for addiction.
How the message behind the brand has changed lives and built a community.
Doughp online, Doughp stores, and stocked at convenience stores.
7-Eleven’s Brands with Heart campaign focusing on mission-led companies.
Kelsey’s actionable tip: the Hatch Restore light clock’s wind down routine.
Her podcast, Soberpreneur, where she interviews recovered business owners.

Links Mentioned in Today’s Episode:
Kelsey Moreira on LinkedIn
Kelsey Moreira on Twitter
Doughp
She Recovers
The Hatch Restore
Tiny Habits
The Big Leap
Soberpreneur Podcast
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
41 min
September 22, 2021036 - Check Your Zipcode Culture with Linwood Paul & Matt D'Amour of Subtle Distinctions
Company culture is one of the pillars that will define an organization's outcomes, and the more intentionality and balance that can be brought into a workspace, the better for all involved. Linwood Paul and Matt D'Amour join us on the show today to talk about the idea of the business zip code, and how geography and assumptions can negatively impact the systems and processes at any business. Our guests are the cofounders of Subtle Distinctions, where they help cultivate thoughtful leaders and better companies as a result. In our conversation, we get into the importance of balancing different approaches, especially strong leadership and inclusive decision-making. We also hear about the value of transparency and understanding, and the idea of a pool of share meaning. Listeners can expect to come away with some new ideas for leadership positions as well as what it means to engage appropriately as an employee, so do not miss this eye-opening conversation!

Key Points From This Episode:
The pluralism of systems; finding the right balance of approaches for a healthy company.
Developing a pool of shared meaning for better engagement and outcomes.
The recent project at Subtle Distinctions that underlined the impact of geography on leadership.
The dangers of analysis-paralysis and the destructive quality of too much processing and discussion.
Promoting intentionality and priorities in a company culture to ward off automatic processes.
Why clarity and understanding often trump having a role in decision-making.
Differences in business culture across the world, and even with the US.
The need for definitive leadership and direction at an organization.

Links Mentioned in Today’s Episode:
Linwood Paul on Linkedin
Matt D'Amour on LinkedIn
Subtle Distinctions
Modern Species
Gage Mitchell on LinkedIn
Evolve CPG
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
19 min
September 15, 2021035 - Reaching Green Consumers with Carolyn Parrs of Mind Over Markets
So many businesses struggle to find the right words to market their sustainable and social impact products. Today’s guest is Carolyn Parrs, CEO of Mind Over Markets, and she joins us to talk about the green consumer and the best ways to market sustainability.
One of the big themes in today’s conversation is how to get people to adopt your sustainable product. People fall into different tiers according to their devotion to buying green products and this begs the question of which group to target so that you can make the most impact.
Also, she talks about how she helps her clients find their main message by listening to their customer’s needs, whatever they may be – a tactic that ultimately wins people over more effectively at the end of the day!
Key Points From This Episode:
Carolyn’s love of nature, skill in copywriting, and how she got interested in sustainability marketing.
Different tiers of the green consumer and what their buying habits look like.
How to tap into what already motivates people to convince them to buy your product.
The services around distilling a marketing message that Mind Over Markets provides clients.
Online marketing tips for keeping the messaging on your website clear and collecting emails.
How to inform leads about the rest of your services after you hook them with the main problem you solve.
Early adopters who help champion a cause and shift the opinions of less concerned groups.
Big mistakes that brands often make when trying to market themselves.
Digging into the problem you solve for your clients and building your story around that.
The challenge of working out which group on the green spectrum to tailor your message to.
Examples of how Carolyn has reframed her clients’ messaging to better suit their customers.
The reality that it is often economic reasons that motivate people rather than green reasons.
Big life incidents that make people more concerned about health.
How unbalanced the American diet is and the need to eat more vegetables.
Where on the green spectrum the LOHAS group exists.

Links Mentioned in Today’s Episode:
Carolyn Parrs on LinkedIn
Carolyn Parrs on Twitter
Mind Over Markets
StoryBrand
Start With Why

Climify Podcast
Gage Mitchell on LinkedIn
Evolve CPG
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
55 min
September 08, 2021034 - Investing In Sustainability with Ryan Williams of NextWorld Evergreen
Going green is set to be big business in the coming years, thanks, in part, to growing consumer demand for products that are good for the planet. But this can also be good news for brands, as embedding Environment, Social, and Governance (ESG) factors into your core strategy can help deliver long-term value. In today’s episode, we speak with Ryan Williams, Operating Partner of NextWorld Evergreen, about how brands and investors are taking sustainability seriously, even when some experiments fail. Ryan also shares his tips for purpose-driven brands seeking mission-aligned equity and explains why profitability is the single most important thing mission-driven brands can do, plus a whole lot more! Tune in today to find out why ESG and sustainability principles are critical for the next 10 to 25-year time period and how they contribute to a brand’s resilience and long-term success.

Key Points From This Episode:
Why ESG and sustainability principles are critical over the next 10 to 25-year time period.
The resilience of brands that incorporate ESG and sustainability into their business strategy.
How Ryan fell in love with consumer brands and felt more connected to the social impact of his work as a scientist.
The intersection between disruptive innovation and consumer buy-in for market viability.
How collaboration and obstacles during development can encourage product innovation.
What drew Ryan to the study of toxicology and how it has served him on his career journey.
Ryan’s experience of working at Clorox and what he learned during his time there.
Ryan talks about his role as ‘Good Cop’ and ‘Global Greenskeeper’ at method products.
Some sustainability case studies from Ryan’s time at method, including what he calls “spectacular failures.”
An example of how Ryan offered technical support for business strategy at method.
Ryan describes his position at NextWorld Evergreen, an equity firm focused on sustainability.
Find out what NextWorld Evergreen looks for in their conscious consumer brands.
What Ryan’s role at Operating Partner entails, such as implementing ESG frameworks.
Why their acquisition of Alter Eco was one reason Ryan wanted to join NextWorld Evergreen.
Ryan’s tips for purpose-driven brands seeking mission aligned equity: make every decision through the lens of your mission.
Why the single most important thing mission-driven brands can do is achieve profitability.

Links Mentioned in Today’s Episode:
Ryan Williams on LinkedIn
NextWorld Evergreen
Clorox
method products
Modern Species
Gage Mitchell on LinkedIn
Evolve CPG
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
29 min
September 01, 2021033 - Growing a New Garden Brand with Jason Rider & Morgan Rider of Thriving Design
The world of 3D printing and the cannabis space are two areas that have seen massive progress in the last few years. The intersection between these two spheres is what inspired today's guests to build the simple yet ingenious C-Bite! Joining us to talk about the C-Bite are the co-founders of Thriving Design, brother and sister team, Jordan and Morgan Rider! In our conversation, we get to hear about the steps that led up to Jason's invention of the C-Bite and how he asked Morgan to get involved to make a business out of his experimentation. We also talk about the rise of gardening during the pandemic, and how this trend shows no sign of slowing down. Tuning in, listeners can expect to hear about how combining interests, curiosity, and business-mindedness can produce innovative and exciting results, and the components of a truly inspiring small business, so make sure to join us!

Key Points From This Episode:
Why expertise in branding is so valuable when launching a new product.
The inspiration behind Jason's invention of the C-Bite!
The decision to invest in a 3D printer and the first ideas that Jason had for it.
How Jason and Morgan joined forces to work in the company after the patenting.
Breaking down the specifics of the C-Bite and the different ways it can be used.
The different skills and expertise that the two co-founders bring to the table at Thriving Design.
The importance of fundraising early and advice for patenting an original product.
Biggest realizations since entering the gardening industry; how businesses are run and the impacts of the pandemic.
The target markets that Thriving Design is focused on: cannabis growers, home gardeners, and industrial agriculture.
The process of experimentation involved in developing and selecting materials for the C-Bite.
Future products for Thriving Design; how the brands under the umbrella might grow.
Jason and Morgan's history of gardening and growing vegetables.

Links Mentioned in Today’s Episode:
Thriving Design
Morgan Rider
Jason Rider
Jason Rider on Instagram
Tinkercad
Modern Species
Gage Mitchell on LinkedIn
Evolve CPG
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
48 min
August 25, 2021032 - Persuasive Branding with Gage Mitchell of Modern Species
No matter what kind of brand you are running, in order to be successful and create an impact, you need to be able to connect with a community and build an audience. Today we are doing things a little differently, and instead of interviewing a guest, Gage breaks down the principles detailed in the book, Influence, by Robert Cialdini, and applies them more particularly to the type of branding we are most interested in. The six psychological principles are reciprocation, commitment and consistency, social proof, liking, authority, and scarcity. If you have not yet read the book, it is well worth your time and can provide a really good foundation for a socially impactful business! So for a great introduction to a seminal work, with direct applicability and ideas for connecting the dots of your brand, make sure to listen in today!

Key Points From This Episode:
The concept of reciprocation; giving in order to receive.
Implementing commitment and consistency, and leaning into behaviors that support these.
Gaining social proof and connecting your brand with the right community.
The power of liking a brand and how this can ease transactions and decision-making.
Using authority as a means to direct an audience to your offers.
Creating a sense of scarcity to drive sales and the impetus to act.

Links Mentioned in Today’s Episode:
Influence
Robert Cialdini
Social Nature
Seth Godin
Yumbutter
Clubhouse
Modern Species
Gage Mitchell on LinkedIn
Evolve CPG
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
28 min
August 18, 2021031 - Cultivating Heartset with Linwood Paul & Matt D'Amour of Subtle Distinctions
In order to make the best possible decisions, we need to use all the tools available to us, and not just the rational mind, that often dominates our choices. This is where the concept of heartset comes into the conversation, and in this episode, we are joined by two inspiring guests to explore the idea of heartset and how to utilize this important tool for the benefit of ourselves, those around us, and the work and projects in which we are involved. Linwood Paul and Matt D'Amour are the cofounders of Subtle Distinctions, where they help cultivate thoughtful and well-rounded leaders. Our guests explain how heartset can fit into a system of tools, and the first steps that individuals can take in order to start listening more to their feelings. They also get into the idea of balance and why there is a place for each part of us, before talking about how these concepts can be applied in business and beyond. Listeners can expect a refreshingly simple approach to a potentially revolutionary path, so make sure to join us for this great chat!

Key Points From This Episode:
The future-facing vision associated with entrepreneurship.
How to start the journey of cultivating your heartset.
Defining heartset and how our guests have experienced and used this concept.
Using awareness to notice when the mind is dominating the heart.
Connecting with others and building a network of hearts that serves everyone.
The requirements of heartset and the importance of giving the mind a break.
Intentional application and avoiding acting on automatic.
Bringing the strength of heartset to the projects of business and leadership.
Learning to trust the decisions that we make with the heart.

Links Mentioned in Today’s Episode:
Linwood Paul on Linkedin
Matt D'Amour on LinkedIn
Subtle Distinctions
Modern Species
Gage Mitchell on LinkedIn
Evolve CPG
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
27 min
August 11, 2021030 - Business as a Force for Good with Veena Harbaugh Of B Lab US & Canada
Popularity and awareness of the B corp certification have been growing steadily and the burgeoning space is showing no signs of slowing down. Today we get to chat with Veena Harbaugh, who is the Director of Marketing and Communications for B Lab U.S. & Canada, about the topic of B corps and how her work at B Lab aims to champion this important step for the business world. In our conversation, we get into the multifaceted nature of B corp companies, why the growing number of businesses with the certification is creating a rising tide, and how the marketing and storytelling around different brands are important to the expansion of the public's understanding. Veena talks about the responsibility of business to take action in areas that matter, and how the B corp model is creating radical shifts in the economy, with real attention on important issues such as racial equality and environmental sustainability.

Key Points From This Episode:
Advice from Veena for companies considering the transition to B corp.
Growth in the B corp space and what these numbers show about the possibilities for the future.
Veena's current professional role and the variety of things that make up her life!
How Veena landed in marketing at B Lab and the important steps that led up to this point.
Veena's thoughts on the shareholder model and why it does not have to be the norm.
The startups and political campaigns that Veena worked on straight out of college.
Veena's thoughts on the exciting short-term future of the B corp movement.
How the B corp movement makes it possible to address the historical shortcomings of business.
Challenging areas of marketing a B corp in a growing field.
Improvements in marketing and communication within the B corp space in the last few years.

Links Mentioned in Today’s Episode:
Veena Harbaugh
B Lab
Presidio
Salesforce
Modern Species
Gage Mitchell on LinkedIn
Evolve CPG
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
49 min
August 04, 2021029 - Know Your Customer with Eric Pierce of New Hope Network
Growth without a sense of responsibility is a recipe that can lead to many problems further down the road. Whether it be for a business or for a wider-reaching area of impact, sustainability and principle-led scaling of businesses should be a higher priority as we move into the future. Here on the show today to talk about this mission and how it is embodied at New Hope Network is Eric Pierce! Eric is the Vice President of Business Insights at New Hope and his passion for the intersection of marketing, psychology, and creativity, coupled with a desire to build a better future has manifested itself perfectly in this role, at this company. In our conversation, Eric unpacks some common mistakes from the world of marketing, how he managed to maneuver his weaknesses into becoming strengths, and how to really listen and understand the sectors of the market you want to serve. Listeners will come away with a newfound clarity on the responsibility attached to growing a business of the future, as well as how to avoid the common pitfalls of scaling an organization.

Key Points From This Episode:
The roots of Eric's passion for ideas and creativity, working at a local store and at college.
Building a company culture that values and listening to consumers with a strong email list.
The specific services that New Hope provides for brands and how best to connect with them.
Landing at New Hope and the life choices and events that informed this career move for Eric.
Better research practices for brands; Eric weighs in on how companies can up their game.
The goal of greater health and responsible growth for companies as they scale.
Eric's style of learning and how he managed to play to his particular strengths for conceptually solving puzzles.
Eric's thoughts on the future of natural products and his big-picture perspective on the present.
A few of the jobs that Eric had in marketing research and the important lessons he started learning.
Eric's time at the Wisconsin School of Business and his family connection to the area.
Consulting and advisor work that Eric has done with other companies and organizations.
The power of testing hypotheses for solving business problems and making decisions.

Links Mentioned in Today’s Episode:
New Hope Network
Eric Pierce on LinkedIn
Eric Pierce on Twitter
Amari
Findaway Adventures
Kiss the Ground
Modern Species
Gage Mitchell on LinkedIn
Evolve CPG
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
52 min
July 28, 2021028 - For the Love of Plants with Ellen Kanner The Soulful Vegan
The recent years have shown that the vegan diet and movement are here to stay and that there is an ever-growing demand for alternatives to the traditional American diet. Joining us on the show today to speak about her journey in and perspective on the world of vegan foods and recipes is the amazing Ellen Kanner, also known as The Soulful Vegan. Ellen talks to us about her work with plant-foods, and the lifestyle she has been living for the last 20 years since turning away from animal products. Her goal is to empower individuals to be kind to themselves and the planet through what they cook and eat, and we get the inside scoop on her main avenues for doing this. As the author of several books including her latest, Feeding the Hungry Ghost, and the upcoming Miami Vegan, Ellen is helping to spread more impactful and illuminating information on vegan nutrition and practices while doing what she loves! Listeners can expect to come away with some great perspective on the exciting possibilities around veganism that may not have been available in the past, so be sure to listen in to hear what our wonderful guest has to say!

Key Points From This Episode:
Growth of the vegan movement and the recent surges we have seen in the market.
Ellen's current favorite plant-based products and recipes, and most common recommendations.
The main motivations behind Ellen's decision to go vegetarian and then vegan.
Getting away from associating vegan diets with austerity.
content.
The emphasis that Ellen puts on organic, unprocessed food sources.
Some information on Ellen's book and the inspiration behind writing and publishing it.
Concerns around protein and the amazing satiation that is possible through sources such as legumes.
The new book about Miami that is currently in Ellen's pipeline and the different angle she is adopting this time.
Innovative developments in the world of vegan foods and Ellen's concerns about certain types of technology.
Thoughts on the future of the vegan movement and what Ellen is most excited about!

Links Mentioned in Today’s Episode:
Ellen Kanner
Feeding the Hungry Ghost
Ellen Kanner on Twitter
Organic Marketing Association
Miyoko's
L'artisane
Vegan Treats
Bloom Bake Shop
Environmental Watch
Michael Pollan
Modern Species
Gage Mitchell on LinkedIn
Evolve CPG
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
42 min

About Brands for a Better World (formerly Evolve CPG)

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Brands for a Better World (formerly Evolve CPG) episodes

About Brands for a Better World (formerly Evolve CPG)