Brands for a Better World (formerly Evolve CPG)

Gage shares his best practices for attending Natural Products Expo West – the biggest trade show in the United States for the better-for-the-world product industry! Tune in to hear 10 tips for making the most of the show, based on Gage’s ~15 years of experience attending Expo West as a brand, packaging, booth, and campaign designer who’s helped some of the industry most beloved brands stand out at the show. Tune into the episode or read below for his top tips! You can also download a copy here for easy reference later. https://docs.google.com/document/d/1eBpd7dVhxB-30-yPrvQ8Mn8nAar5oYOUx6fX1B3Wevc/edit?usp=sharing. See you at Expo West!

1. Define Your Target ROI

• Have a clear goal and outcomes in mind because the event is what you make it.
• Rightsize your investment. There’s no shame in starting small, like a shared booth, table at StartUp CPG, sampling out of a backpack, etc. Even big brands need to be cautious of their spending because it adds up fast. But if you want to make a big splash, be willing to spend the money on the right opportunity.
• Aim to have your agenda 60% planned, but 40% flexible, because you never know who might pop up with some exciting and unexpected.

2. Plan Ahead

• Book your accommodations early, because everything near the Convention Center fills up quickly and gets very expensive.
• Find the sessions you want to attend, people you want to meet, and booths you want to visit through the app and social media posts, but also decide what’s non-negotiable and what’s optional for you, because you will get exhausted/overwhelmed.
• Make dinner reservations, book event venues, and meeting rooms in advance because there are a ton of competing groups looking for limited time slots.
• Order all your materials, swag, outfits, etc., well ahead of time because shipping delays happen, and you don’t want to be caught empty-handed or paying the steep price to rush reprint in Anaheim.

3. Be Clear & Compelling

• Have your 5-second pitch and main talking points ready, because there are way too many people and not enough time to stumble or be vague.
• Bring the energy, passion, and vibes because that attracts people to your booth, lifts everyone’s spirits, and makes you memorable.
• Ask lots of questions to get to know people and how you can help each other. It can reveal incredibly powerful information for you both.

4. Crush Your Booth

• Make sure it’s clear what you’re selling and what makes it special, otherwise your booth is likely to be missed (unless you’re drawing attention, see below).
• Be unique but authentic, have a compelling story or theme for the show, and be engaging and fun as people walk up.
• Have events or activities at your booth that attract a crowd, and bring enough samples/goodies to go around. Tip: people are drawn to anything that’s more than a tiny bite on a toothpick or a generic tote bag.
• Have a method for politely exiting conversations, like handing them off to an associate or introducing them to another guest, so you can be available when that critical retailer, investor, broker, or press badge arrives.

5. Draw Attention

• Apply for a Nexty, participate in the Pitch Slam, or partner on an innovation with another popular brand. Do things that will make you more visible.
• Send out press releases, make announcements on social media, and offer the press a unique and exciting story to draw them to your booth.
• Invite an industry rockstar or celebrity to your booth for a meet and greet.
• Host a happy hour with a prominent group, like B Corp.

6. Connect With Your Community

• Attend events hosted by your membership communities (B Corp, 1% for the Planet, Regenerative Organic, Upcycled, Non-GMO, Fair Trade, Climate Neutral, Climate Collaborative, Naturally Network, Purpose Pledge, Startup CPG, Project Potluck, :INCLUDED, etc.)
• Post updates in your preferred social channel (pictures, top finds, great insights, events, selfies, etc), tag people, and comment on others’ posts! 
• Wear your affiliations (shirts, hats, pins, stickers, lanyards, badges, etc).

7. Take Care of Yourself

• Hydrate and eat real food, or at least snack your way to well-balanced meals or your stomach and energy levels will regret it later.
• Dress comfortably and in layers. You’ll be walking a lot, in and out of buildings, and the weather can change quickly. Bonus: dress memorably.
• Rest your feet and your back whenever you can. They will be sore.
• Get full nights of sleep when you can, and take some downtime in between things to recharge your batteries and brain.

8. Be Brave, Be Active

• Meet people! That’s why you’re going. Don’t just hide in your hotel, your booth, or in your co-worker/friend group. Get out there.
• Attend happy hours, events, and dinners even if you worked the booth all day, because that’s the time to make real human connections.
• Go talk to that hero, buyer, investor, press, celebrity, etc because that's why they’re here, and why you’re here.

9. Don’t Try to Do it All

• The show is way too big to see every booth. Decide what’s most important. It can help to pick a theme to focus, like a category, certification, stage of business, etc.
• There are too many sessions, events, and happy hours. Pick a focus and try to limit your FOMO. Divide and conquer with your team if you can.
• If you’ve been going as long as I have, you’ll wish you could spend time with all your friends, collaborators, clients, podcast guests, and more… but it’s best to be at peace with what you can do instead of worrying about what you can’t.

10. Follow Through 

• Take notes on business cards, in an app, or wherever works for you because you won’t remember every conversation, idea, or to-do item.
• Digest what you learned, who you met, and how you want to follow up each evening before that information gets too foggy.
• Make social posts each day, because you’ll be too burned out and busy to catch up on social media after the show.
• Follow up with people during and after the show to solidify that new connection.

Links:

Natural Products Expo West: https://www.expowest.com/en/home.html

10 Tips to Crush Expo West Download: https://docs.google.com/document/d/1eBpd7dVhxB-30-yPrvQ8Mn8nAar5oYOUx6fX1B3Wevc/edit?usp=sharing. See you at Expo West!

…

Brands for a Better World Episode Archive - http://brandsforabetterworld.com/

Brands for a Better World on LinkedIn - https://www.linkedin.com/company/brand-for-a-better-world/

Modern Species - https://modernspecies.com/

Modern Species on LinkedIn - https://www.linkedin.com/company/modern-species/

Gage Mitchell on LinkedIn - https://www.linkedin.com/in/gagemitchell/

…

Print Magazine Design Podcasts - https://www.printmag.com/categories/printcast/

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Heritage Radio Network - https://heritageradionetwork.org/

Heritage Radio Network on LinkedIn - https://www.linkedin.com/company/heritage-radio-network/posts/

Heritage Radio Network on Facebook - https://www.facebook.com/HeritageRadioNetwork

Heritage Radio Network on X - https://x.com/Heritage_Radio

Heritage Radio Network on Instagram - https://www.instagram.com/heritage_radio/

Heritage Radio Network on Youtube - https://www.youtube.com/@heritage_radio

Chapters:

03:00 Introduction to Expo West Best Practices

05:23 Defining Goals and ROI for the Show

08:21 Planning Ahead: Accommodations and Sessions

10:42 Crafting a Clear and Compelling Message

13:05 Maximizing Your Booth's Impact

15:59 Drawing Attention and Engaging the Audience

16:19 Connecting with Your Community

20:40 Self-Care During the Event

22:08 Being Brave and Active

23:06 Managing Expectations and FOMO

25:28 Following Through After the Show

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Holly shares her journey as a nutritional scientist and formulating chemist, and how that experience led her to develop JostArriba, an instant coffee with added brain health and mental well-being benefits. We discuss the nootropic and adaptogen ingredients, like Reishi, Lions Mane, Ashwagandha, and L-Theanine, and how Holly obsessed over not just the functionality of the ingredients, but how the final product tastes. She then talks about the formation of her brand, Eightbillion, and the rigorous process of becoming a Certified B Corp, which reflects her commitment to ethical practices and community support. We wrap up by talking about her vision for the future of the company, her advice for fellow impact-driven entrepreneurs, and how a better world is one in which everybody is nicer, kinder, calmer, and feeling better about themselves and others. 

Try it for yourself. Get 20% Off with promo/coupon code: GAGE. - https://eightbillion.com/Gage

Takeaways:

• Coffee often comes with negative side effects, like jitteriness, heart palpitations, upset stomach, and more.
• Holly decided to solve that problem, by formatting a coffee product with beneficial nootropic and adaptogen ingredients.
• Nootropics just means something that we eat or drink to help us our brain, our cognition, our focus.
• Adaptogens are a food that we consume to help our body and our mind to cope with stress better.
• JostArriba has nootropics and adaptogens, which help with cognition, memory, focus, stress, anxiety, and also quality of sleep.
• Mushroom coffee’s often have a strange taste and gritty texture, but JostArriba dissolves fully and tastes great.
• It took a couple of years for Eightbillion to become a Certified B Corp.
• Eightbillion supports EatReal, bringing healthy and sustainable food to schools, through their 1% for the Planet commitment.
• Their single serving packaging is made from plant sources and is 100% compostable.

Sound bites:

• “Our mantra is drink good, feel good, and do good.”
• "Profitability is not enough. Sustainability and making an impact and having a purpose. It really drives me every day.”
• “Without brain health, without mental wellness, nothing matters, and nothing is sustainable.”
• "Life shouldn't be a struggle. It shouldn't be something that we have to fight for. It should be a natural state that as a result of our first morning drink and all the decisions that we make consequently."
• “Hopefully, Eightbillion is a community where people can come and can share, can learn and exchange their life stories and exchange their passions and exchange their impacts.”
• “There's never enough resources. There's never enough hours of a day. There's never enough people to work with.”
• “I'm just excited about this journey and wherever it takes us.”
• "I have great mentors, full transparency. I'm not doing this all by myself."

Links:

Holly Xing on LinkedIn - https://www.linkedin.com/in/hollyxing8b/

Eightbillion - https://eightbillion.com/

Eightbillion on Facebook - https://www.facebook.com/eightbillionplanet/

Eightbillion on Instagram - https://www.instagram.com/eightbillionplanet/

Eightbillion on YouTube - https://www.youtube.com/@drinkeightbillion

Eightbillion on TikTok - https://www.tiktok.com/@drinkeightbillion

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Eat Real - https://eatreal.org/

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The Four Agreements: A Practical Guide to Personal Freedom, Book by Don Miguel Ruiz - https://www.miguelruiz.com/the-four-agreements/

The Fifth Agreement: A Practical Guide to Self-Mastery, Book by Don Miguel Ruiz - https://www.miguelruiz.com/the-fifth-agreement/

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Brands for a Better World Episode Archive - http://brandsforabetterworld.com/

Brands for a Better World on LinkedIn - https://www.linkedin.com/company/brand-for-a-better-world/

Modern Species - https://modernspecies.com/

Modern Species on LinkedIn - https://www.linkedin.com/company/modern-species/

Gage Mitchell on LinkedIn - https://www.linkedin.com/in/gagemitchell/

…

Print Magazine Design Podcasts - https://www.printmag.com/categories/printcast/

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Heritage Radio Network - https://heritageradionetwork.org/

Heritage Radio Network on LinkedIn - https://www.linkedin.com/company/heritage-radio-network/posts/

Heritage Radio Network on Facebook - https://www.facebook.com/HeritageRadioNetwork

Heritage Radio Network on X - https://x.com/Heritage_Radio

Heritage Radio Network on Instagram - https://www.instagram.com/heritage_radio/

Heritage Radio Network on Youtube - https://www.youtube.com/@heritage_radio

Chapters:

03:00 Introduction to Holly and Eightbillion.com

07:49 Understanding Nootropics and Adaptogens

12:06 The Coffee Dilemma: Caffeine vs. Health

22:57 Ingredients of JostArriba: A Deep Dive

30:40 The Role of Ashwagandha and Other Key Ingredients

35:38 The Power of Kindness

37:10 Customer Transformations and Emotional Connections

39:10 The B-Corp Journey

43:43 Building a Sustainable Brand

49:25 Commitment to Sustainable Packaging

54:53 Vision for a Better Future

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Karl Strovink, CEO of Blue Bottle Coffee, discusses the brand's evolution, its commitment to quality and sustainability, and the innovative approaches being taken to redefine coffee experiences. He highlights the importance of community, the role of creativity in coffee culture, and the challenges posed by climate change. Strovink also shares insights on leadership and the significance of caring in building a better world.

Takeaways:

• Blue Bottle Coffee is a leader in the specialty coffee segment.
• The brand is known for its commitment to quality and hospitality.
• James Freeman's artistic influence still shapes the coffee experience.
• Instant coffee can be made with specialty-grade coffee.
• Sustainability is a core value for Blue Bottle Coffee.
• Exploring alternative coffee varietals is essential for the future.
• Climate change poses significant challenges to coffee production.
• Blue Bottle achieved carbon neutrality in 2024.
• Dairy alternatives are becoming increasingly popular among consumers.
• Community engagement is crucial for successful expansion. 
• Trends blowing West and East as they expand their footprint.

Sound bites:

• “James Freeman brought artistic sensibility into the world of coffee.”
• “as a brand, Blue Bottle punches way above its weight. mean, we have anywhere from 15 to 30 % mass market awareness as a brand, but we occupy less than one half of 1 % share in the marketplace.”
• “We strongly believe that there's a better way with instant coffee and that instant can be specialty.”
• “It turns out that if you actually consider what can be done with those other varietals like Robusta, and treat them the way you do Arabica species, they can produce beautiful coffees.”
• “We did the hard work to actually baseline ourselves to understand our footprint across the value chain from green coffee all the way through to our offices.”
• “We've shifted our sourcing in certain places around the world to favor more regenerative, more healthy soil systems, farms, and farming practices.”
• “Many guests were preferring oat milk. So we just said, why don't we just lean into it?”
• “We're down something like two thirds in our emissions intensity around electricity around the world from the US to China and Japan.”
• “We in the US made the call in 2020 to be a primarily a work from home, remote workforce. Ss you can imagine, emissions intensity goes down from that.”
• "We want to scale with distinction."
• “We're repositioning the coffee category towards an East-West axis.”
• “Coffee is about building community, not just harvesting of business opportunities.”

Links:

Karl Strovink on LinkedIn - https://www.linkedin.com/in/karl-strovink-9852a517/

Blue Bottle Coffee - https://bluebottlecoffee.com/us/eng

Blue Bottle Coffee on Facebook - https://www.facebook.com/bluebottlecoffee

Blue Bottle Coffee on Instagram - https://www.instagram.com/bluebottle

Blue Bottle Coffee on X - https://x.com/bluebottleroast

Blue Bottle Coffee on YouTube - https://www.youtube.com/channel/UCyki4e6RG84BT_xzi4oYkRw

…

A CEO for All Seasons, Book by Kurt Strovink (and others) - https://www.mckinsey.com/featured-insights/mckinsey-on-books/ceo-for-all-seasons

American Nations, Book by Colin Woodard - https://colinwoodard.com/books/american-nations/

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Brands for a Better World Episode Archive - http://brandsforabetterworld.com/

Brands for a Better World on LinkedIn - https://www.linkedin.com/company/brand-for-a-better-world/

Modern Species - https://modernspecies.com/

Modern Species on LinkedIn - https://www.linkedin.com/company/modern-species/

Gage Mitchell on LinkedIn - https://www.linkedin.com/in/gagemitchell/

…

Print Magazine Design Podcasts - https://www.printmag.com/categories/printcast/

…

Heritage Radio Network - https://heritageradionetwork.org/

Heritage Radio Network on LinkedIn - https://www.linkedin.com/company/heritage-radio-network/posts/

Heritage Radio Network on Facebook - https://www.facebook.com/HeritageRadioNetwork

Heritage Radio Network on X - https://x.com/Heritage_Radio

Heritage Radio Network on Instagram - https://www.instagram.com/heritage_radio/

Heritage Radio Network on Youtube - https://www.youtube.com/@heritage_radio

Chapters:

03:00 Introduction to Blue Bottle Coffee

08:04 The Evolution of James Freeman's Role

10:54 Innovations from the Blue Bottle Studio

13:39 Quality and Technology in Instant Coffee

18:21 Securing the Future of Coffee

22:27 Exploring Coffee Varietals Beyond Arabica

26:46 Achieving Carbon Neutrality and Sustainability Goals

33:10 The Shift to Oat Milk and Consumer Preferences

37:11 East Meets West: Blue Bottle's Global Expansion

41:56 Bridging Cultures: The East-West Connection

42:43 Uniformity vs. Localization in Coffee

44:19 Crafting Unique Experiences: The Blue Bottle Journey

45:48 Balancing Innovation and Tradition

49:46 Strategic Growth: Expanding with Distinction

52:06 Word of Mouth: Building a Loyal Customer Base

55:34 Lessons from Converse: Brand Stewardship and Leadership

01:00:37 The Balance of Profit and Purpose

01:04:03 Caring for Community: Building a Better World

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

The conversation centers around the Transition to Organic Partnership Program (TOPP), a USDA initiative aimed at supporting farmers in transitioning to organic practices. Ben Bowell and Jessy Beckett Parr discuss the program's origins, goals, and the collaborative efforts of various organizations involved. They highlight the importance of technical assistance, mentorship, and community building in fostering a successful organic farming network. The discussion also touches on the program's impacts, future sustainability, and the significance of respect and collaboration in achieving a better world for agriculture.

Takeaways:

• TOPP is a USDA initiative with a $100 million budget.
• The program aims to support farmers transitioning to organic practices.
• Collaboration among organizations is key to the program's success.
• Technical assistance includes one-on-one support and mentorship.
• The program has reached thousands through various educational events.
• Farmers are compensated for mentoring new organic farmers.
• The program is designed to be community-based and regionally tailored.
• Future funding and sustainability are ongoing concerns for the program.
• The program aims to increase domestic organic production to meet consumer demand.
• The national partners are Organic Farmers Association, Trade Association, and Arizona State University Swette Center for Sustainable Food Systems.
• The Regional Leads are Oregon Tilth, CCOD, OCIA, MOSA, Florida Organic Growers, and PCO.
• Modern Species developed their 2025 Impact Report which helped them secure the remainder of their grant after the government funding freeze.

Sound bites:

• “If there's already the organic demand, we just need to meet the supply domestically.”
• “People in the United States who are inside of larger agricultural corporations, food-based corporations, see the disconnect and the need to invest resources in domestic supply and production.”
• “We all cooperatively wrote the organic standards together, along with other movement aligned groups in the 90s.”
• “One of the emergent themes for us of this work has been how important the network itself is and how keeping people in collaboration across organizations and state boundaries supports all of our success.”
• “I love hearing the stories of the farmer to farmer sharing. It's really powerful.”
• “I really feel like a better world looks like a world that's full of respect, for the people, for the planet and its delicate balance of biology and ecology.”
• "It's about continuous improvement."

Links:

Transition to Organic Partnership Program - https://www.organictransition.org/

Impact Report for Transition to Organic Partnership Program - https://www.organictransition.org/impact-report/

Ben Bowell on LinkedIn - https://www.linkedin.com/in/ben-bowell-85901a1b3/

Jessy Becket Parr on LinkedIn - https://www.linkedin.com/in/jessy-beckett-parr-a5a681185/

…

Brands for a Better World Episode Archive - http://brandsforabetterworld.com/

Brands for a Better World on LinkedIn - https://www.linkedin.com/company/brand-for-a-better-world/

Modern Species - https://modernspecies.com/

Modern Species on LinkedIn - https://www.linkedin.com/company/modern-species/

Gage Mitchell on LinkedIn - https://www.linkedin.com/in/gagemitchell/

…

Print Magazine Design Podcasts - https://www.printmag.com/categories/printcast/

…

Heritage Radio Network - https://heritageradionetwork.org/

Heritage Radio Network on LinkedIn - https://www.linkedin.com/company/heritage-radio-network/posts/

Heritage Radio Network on Facebook - https://www.facebook.com/HeritageRadioNetwork

Heritage Radio Network on X - https://x.com/Heritage_Radio

Heritage Radio Network on Instagram - https://www.instagram.com/heritage_radio/

Heritage Radio Network on Youtube - https://www.youtube.com/@heritage_radio

Chapters:

03:00 Introduction to the Transition to Organic Partnership Program

04:33 Understanding the Transition to Organic Partnership Program

07:57 The Role of Partnerships in Organic Transition

09:07 Regional Partners and Their Selection Process

11:31 Goals and Objectives of the Transition to Organic Partnership Program

15:20 Highlights and Accomplishments of the Program

20:14 The Importance of Collaboration and Community

23:37 Managing a Successful Collaborative Program

26:54 Getting Involved in the Program

29:13 Who is the Program For?

31:06 Free Resources and Support for Farmers

32:16 Future Plans for the Program

35:00 Funding Opportunities and Strategies

37:36 Advice for Collective Action and Collaboration

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode, Cassidy Johnston shares her journey from growing up in the city to becoming a first-generation large scale beef producer and ranch consultant. She talks about a college research project exploring the relationship between environmentalists and ranchers and how that led her to an internship where she met her husband, and eventually to her life on a farm. She discusses the complexities of ranching at scale, the importance of animal welfare, her thoughts on regenerative and organic practices, and the communication challenges that arise ag people and non-ag people make assumptions about each other. Cassidy advocates for building a more resilient food system that prioritizes collaboration and understanding among all stakeholders, and dreams of a better world where more people have access to high quality food.

Takeaways:

• Cassidy Johnston is a first-generation beef producer and consultant.
• She transitioned from urban life to ranching, finding her place in the rural community.
• The importance of understanding the relationship between ranchers and environmentalists.
• Regenerative practices in agriculture are complex and vary by region.
• Communication between agriculture and corporate sectors is crucial for progress.
• Quality of food production should be prioritized over sheer efficiency.
• Hands-on experience is essential for those looking to enter the ranching industry.
• A better food system requires collaboration and understanding among all stakeholders.

Sound bites:

• "I have an environmental studies degree from CU Boulder, which is a hippie degree from a hippie school.”
• “ That happened to be the day that I met the guy who would later become my husband.”
• “That paper really focused on the fact that ranchers and environmentalists have many of the same goals.”
• “I think the trouble with regenerative is it's really difficult to wrap it up in a neat bow and say this is regenerative and this isn’t.”
• “We have to be really, really cognizant of the fact that a lot of people are struggling to afford groceries and telling people that they should be paying nine or $12 or $15 a pound for regenerative ground beef is absolutely ridiculous.”
• “I've heard people say the cow is just a means to an end. No, she is her own sentient being. She deserves quality care.”
• “People will kind of look down on us for being the big guy, but when something goes wrong in their place, they call us to help because we have the skills.”
• “In order to understand how you can do things differently, you have to understand where we came from first.”
• “I think there's a lot of people in the corporate sphere who don't care. They're focused on making money. But, I also think there's a lot that do care, and it's our job to find them and help them do the best that they can with the power that they have.”
• “I would like to see a higher quality of pretty much everything. I don't care if you're large or small. I don't care if you're first gen or sixth gen. What is the quality of your operation?”
• “What are the things we can scale to fix these problems for everybody? Not just an elite few that have the money to pay for it. How do we make this better food more accessible? How do we give people the tools to fix it?”

Links:

Cassidy Johnston on LinkedIn - https://www.linkedin.com/in/casskjohn/

JRC Consulting - https://jrcranchconsulting.com/

JRC Consulting on LinkedIn - https://www.linkedin.com/company/jrc-ranch-management-consulting/

CKJ Communications & Consulting - https://casskjohnston.com/

…

When Breath Becomes Air by Paul Kalanithi (Book) - https://www.goodreads.com/book/show/25899336-when-breath-becomes-air

…

Brands for a Better World Episode Archive - http://brandsforabetterworld.com/

Brands for a Better World on LinkedIn - https://www.linkedin.com/company/brand-for-a-better-world/

Modern Species - https://modernspecies.com/

Modern Species on LinkedIn - https://www.linkedin.com/company/modern-species/

Gage Mitchell on LinkedIn - https://www.linkedin.com/in/gagemitchell/

…

Print Magazine Design Podcasts - https://www.printmag.com/categories/printcast/

…

Heritage Radio Network - https://heritageradionetwork.org/

Heritage Radio Network on LinkedIn - https://www.linkedin.com/company/heritage-radio-network/posts/

Heritage Radio Network on Facebook - https://www.facebook.com/HeritageRadioNetwork

Heritage Radio Network on X - https://x.com/Heritage_Radio

Heritage Radio Network on Instagram - https://www.instagram.com/heritage_radio/

Heritage Radio Network on Youtube - https://www.youtube.com/@heritage_radio

Chapters:

03:00 Introduction to Cassidy Johnston's Journey

09:08 Navigating the Urban-Rural Transition

14:59 The Intersection of Ranching and Environmentalism

20:54 Understanding Regenerative Practices in Agriculture

32:49 The Role of Communication in Agriculture

44:47 Quality vs. Quantity in Food Production

56:31 Advice for Aspiring Ranchers

62:30 Building a Better Food System

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this conversation, Madelyn Morris, co-owner of Mickelberry Gardens, shares insights into her journey of creating a honey herbal wellness brand that specializes in oxymels – a tonic made of honey, vinegar, and herbs. She discusses the benefits of oxymels, the importance of sourcing local and organic ingredients, and the value of B Corp certification. Madelyn share their founding story, the challenges they faced in the early years of the business, and what they’ve been able to accomplish in their 15 years in business. She offers advice for aspiring entrepreneurs, highlighting the importance of passion and adaptability in business, and we wrap up with Madelyn sharing her vision of a better world.

Takeaways:

• Mickelberry Gardens combines honey and herbalism for wellness.
• Oxymels are a tonic of honey, vinegar, and herbs with roots back to ancient Greece.
• Natural remedies are increasingly replacing pharmaceuticals.
• Sourcing local and organic ingredients is crucial for quality.
• Starting small allows for sustainable growth.
• B Corp certification provides a framework for improvement.
• Having a strong business partner can make a big difference.
• Adapting to change is essential for business longevity.
• Building a resilient business takes time and effort.
• A better world is one where all living things thrive.

Sound bites:

• “The word oxymel is from Latin. Oxy is acid and mel is sweet or honey.”
• “Hippocrates, the father of Western medicine, prescribed oxymels for a wide variety of health concerns.”
• “Honey and vinegar have amazing health benefits just on their own. And when you combine them, it adds a lot of additional benefits.”
• “The source of where the honey comes from really matters.”
• “‘I’ve noticed in my own garden that bees are really drawn to the medicinal herbs.”
• “There was something like really magical about harvesting elderberries for the first time.”
• "It's okay to start small."
• “We're still manufacturing everything that we sell.”
• “Just doggedly pursuing it if you really believe in it. Not giving up and continuing to work at it is really the only way you're gonna get there or get anywhere.”
• "A better world is one that is holistic where all things, even the tiny unseen things, are thriving.”

Links:

Promo Code: BRANDSFORABETTERWORLD

15% off on all oxymel honey tonics, sprays, and skin care from our online shop! www.mickelberrygardens.com

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Madelyn Morris on LinkedIn - https://www.linkedin.com/in/madelyn-morris-86642819/

Mickelberry Gardens - https://mickelberrygardens.com/ 

Mickelberry Gardens on LinkedIn - https://www.linkedin.com/company/mickelberry-gardens/

Mickelberry Gardens on Facebook - https://www.facebook.com/MickelberryGardens/

Mickelberry Gardens on Instagram - https://www.instagram.com/mickelberrygardens/

Mickelberry Gardens on YouTube - https://www.youtube.com/@mickelberrygardens2593

…

Changing Your Mind by Michael Pollan (Book) - https://michaelpollan.com/books/how-to-change-your-mind/

…

Brands for a Better World Episode Archive - http://brandsforabetterworld.com/

Brands for a Better World on LinkedIn - https://www.linkedin.com/company/brand-for-a-better-world/

Modern Species - https://modernspecies.com/

Modern Species on LinkedIn - https://www.linkedin.com/company/modern-species/

Gage Mitchell on LinkedIn - https://www.linkedin.com/in/gagemitchell/

…

Print Magazine Design Podcasts - https://www.printmag.com/categories/printcast/

…

Heritage Radio Network - https://heritageradionetwork.org/

Heritage Radio Network on LinkedIn - https://www.linkedin.com/company/heritage-radio-network/posts/

Heritage Radio Network on Facebook - https://www.facebook.com/HeritageRadioNetwork

Heritage Radio Network on X - https://x.com/Heritage_Radio

Heritage Radio Network on Instagram - https://www.instagram.com/heritage_radio/

Heritage Radio Network on Youtube - https://www.youtube.com/@heritage_radio

Chapters:

03:00 Introduction to Mickelberry Gardens

06:09 Understanding Oxymels: The Sweet and Sour Remedy

09:02 Product Offerings: Exploring Unique Formulations

11:46 Transitioning from Pharmaceuticals to Natural Remedies

14:51 The Journey of Starting a Business

17:37 The Importance of Local and Organic Sourcing

20:55 The Health Benefits of Honey and Its Sources

23:59 Lessons Learned in Business Growth

26:43 Reflections on Business Strategy and Growth

33:56 The Evolution of Business Growth

35:45 Current Operations and Challenges

38:23 The Importance of Delegation

41:37 Manufacturing Control and Revenue Streams

43:51 Becoming B Corp Certified

47:47 Advice for Aspiring Entrepreneurs

53:44 Personal Insights and Recommendations

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode, Allison Carey, VP of Marketing at Raw Sugar Living, talks about the brand’s mission to provide better-for-you hair and body products at an affordable price, while also lifting spirits through positive messages, images, and experiences. She touches on the Gen Z consumer’s desire for authenticity, education, and values-alignment in the brands they support, and how the brand appeals to that generation through their raw voice and integrity. Allison sheds insights into their product development guardrails, and the importance of creating products that are safe for sensitive skin, kids, and even fur kids (dogs). We discuss the brand’s commitment to us 100% post consumer recycled (PCR) content in their bottles by 2030, their give back program that has donated over 20 million bars of soap and other clean essentials to families in need, and what the future looks like for Raw Sugar Living. We wrap up by hearing Allison’s personal vision for a better world.

Takeaways:

• The Clean Beauty Movement is a significant trend.
• Gen Z prefers authenticity, education, and values alignment over big splashy campaigns.
• Raw Sugar Living is dedicated to making clean beauty accessible and affordable.  
• The brand avoids harmful ingredients and prioritizes safe formulations.  
• Fragrance is carefully selected to enhance the consumer experience without compromising safety.  
• Consumer insights drive innovation, particularly in catering to younger generations.
• Understanding consumer preferences is essential for marketing.
• Consistency in messaging is crucial for brand loyalty.
• Brands need to adapt to changing consumer expectations.
• Authenticity can differentiate brands in a crowded market.

Sound bites:

• “Gen Z really is not as interested in the big splashy campaigns and trends. They want more authenticity, more education, and they want brands that live into those values.”
• “We don't just say Clean For All because we're an affordable brand. It also means that we have something for your whole family.”
• “We formulate without phthalates, without silicones, and we also have a very strict policy on fragrance. So you can be rest assured that everything you're putting on your skin, not only is it safe and better for you, but it's also effective.”
• “The post consumer recycled (PCR) plastic initiative was one that was started from the brand's inception.”
• “We believe it's like a full immersive 360 experience. So it's good for you, it smells good, and you walk out of the shower feeling better.”
• “We put sugar notes on the back of everything and it's always like a positive uplifting message.”
• “We also have something for your fur kids too, because we have a line called Fur Kids and that is for your dogs.”
• “A better world, to me, is definitely one where we all strive to make each other feel grateful and happier for what we have and how we use it.”

Links:

Allison Carey on LinkedIn - https://www.linkedin.com/in/allison-carey-23942849/

Raw Sugar Living - https://rawsugarliving.com/

Raw Sugar Living on LinkedIn - https://www.linkedin.com/company/raw-sugar-living/

Raw Sugar Living on Facebook - https://www.facebook.com/rawsugarliving/

Raw Sugar Living on Instagram - https://www.instagram.com/rawsugarliving/

Raw Sugar Living on TikTok - https://www.tiktok.com/@rawsugarliving_

…

Joyful (Book) by Ingrid Fetell Lee - https://www.goodreads.com/book/show/43300050

…

Brands for a Better World Episode Archive - http://brandsforabetterworld.com/

Brands for a Better World on LinkedIn - https://www.linkedin.com/company/brand-for-a-better-world/

Modern Species - https://modernspecies.com/

Modern Species on LinkedIn - https://www.linkedin.com/company/modern-species/

Gage Mitchell on LinkedIn - https://www.linkedin.com/in/gagemitchell/

…

Print Magazine Design Podcasts - https://www.printmag.com/categories/printcast/

…

Heritage Radio Network - https://heritageradionetwork.org/

Heritage Radio Network on LinkedIn - https://www.linkedin.com/company/heritage-radio-network/posts/

Heritage Radio Network on Facebook - https://www.facebook.com/HeritageRadioNetwork

Heritage Radio Network on X - https://x.com/Heritage_Radio

Heritage Radio Network on Instagram - https://www.instagram.com/heritage_radio/

Heritage Radio Network on Youtube - https://www.youtube.com/@heritage_radio

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this conversation, John Tran talks about joining Vita Coco to help evolve their sustainability and social impact programs at the same time that were becoming a publicly traded company and going through the rigorous B Corp Certification process. He shared how they shifted their impact efforts from a collection of passion projects to a more coordinated and comprehensive ESG framework focused on protecting natural Resources, building thriving communities, and championing health & wellness. John then detailed some impact programs, like their ambitious goal of distributing and planting 10 million seedlings and trees globally! This conversation also covers the health benefits of coconut water, some big challenges in the coconut industry, and the importance of collaborating with local organizations to maximize impact in farming communities. John wraps up by sharing that a better world is one in which everyone is thriving, economically, socially, and beyond.

Takeaways:

• Vita Coco became B Corp Certified and a publicly-traded, Public Benefit Corporation in 2021.
• Vita Coco’s ESG framework focused on protecting natural Resources, building thriving communities, and championing health & wellness.
• Coconut water has 3.5X the electrolyte of common sports drinks.
• Aging trees have lower yields, which makes it harder to keep up with demand and reduces farmer income. 
• Over a million seedlings have been distributed, with a goal of 10 million seedlings by 2030.
• The Vita Coco Community Foundation was founded to make sure that everyone in the coconut industry is thriving.
• Collaboration with local organizations is crucial for their impact programs.
• They partner with indigenous communities to train farmers in regenerative agriculture practices.

Sound bites:

• “As brands come online with B Corp certification, it really gives us some kind of litmus to understand where we stand within the sustainability and social governance spaces.”
• “When you have many passionate people who are driving their passion projects, there isn't always a clear framework in terms of what we're driving towards.”
• “I very much see myself as kind of an accelerator to be able to support a lot of the projects that are existing within the organization.”
• “Coconut farming communities are just so inherent to our business, right? They are the heart of our business. And without them, there's really no VitaCoco.”
• “We want to create more economic empowerment within farming communities and more upward mobility by way of our impact programs.”
• “The great thing about coconut water is natural hydration. It has three and a half times the electrolytes of more common sports drinks.”
• “Finding what you're good at and what you're passionate about is really one of the keys to success of this role in any kind of role you'll have within sustainability.”

Links:

John Tran on LinkedIn - https://www.linkedin.com/in/john-tran-07047715/

Vita Coco - https://vitacoco.com/

Vita Coco on LinkedIn - https://www.linkedin.com/company/the-vita-coco-company/

Vita Coco on Facebook - https://www.facebook.com/VitaCocoUS/

Vita Coco on Instagram - https://www.instagram.com/vitacoco

Vita Coco on X - https://x.com/vitacoco

Vita Coco on SnapChat - https://www.snapchat.com/@vitacoco

Vita Coco on TikTok - https://www.tiktok.com/@vitacoco?

…

Brands for a Better World Episode Archive - http://brandsforabetterworld.com/

Brands for a Better World on LinkedIn - https://www.linkedin.com/company/brand-for-a-better-world/

Modern Species - https://modernspecies.com/

Modern Species on LinkedIn - https://www.linkedin.com/company/modern-species/

Gage Mitchell on LinkedIn - https://www.linkedin.com/in/gagemitchell/

…

Print Magazine Design Podcasts - https://www.printmag.com/categories/printcast/

…

Heritage Radio Network - https://heritageradionetwork.org/

Heritage Radio Network on LinkedIn - https://www.linkedin.com/company/heritage-radio-network/posts/

Heritage Radio Network on Facebook - https://www.facebook.com/HeritageRadioNetwork

Heritage Radio Network on X - https://x.com/Heritage_Radio

Heritage Radio Network on Instagram - https://www.instagram.com/heritage_radio/

Heritage Radio Network on Youtube - https://www.youtube.com/@heritage_radio

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this conversation, Jasen Urena and Ted Robb tell us how New Barn became part of the NestFresh family, and how the two brands are helping each other scale their positive impact. From New Barn’s long journey toward becoming Regenerative Organic Certified, to NestFesh’s 30+ years of being early adopters of certifications like Non-GMO Verified, Certified Humane, and Humanely Hatched, both brands love to push the industry forward. The conversation touches on the importance of supporting family farms, protecting animal welfare, and making the world better for future generations. Jasen and Ted wrap up by sharing what’s next for the brands, their favorite ways to eat their products, and their definitions of a better world.

Takeaways:

• The innovations NestFresh has made over it’s 30+ years in business.
• Why New Barn decided to join the NestFresh family.
• How outside investment means small family farms are getting left behind.
• Humanely Hatched is sparing millions and millions of male baby chicks.
• New Barn’s path to becoming Regenerative Organic Certified.
• The importance of continuous improvement for the whole supply chain.
• The need for innovation and focus to scale efficiently.
• How teams believing in their purpose is crucial for impactful initiatives.
• How both brands strive to keep being the first to take big impact steps.

Sound bites:

• “A lot of these things that we've done over the years, we were always told it's not gonna work. But we believed in the concepts.”
• “It's actually really fun to make money, but it's only because then you can start thinking about all the things that you can do with it.”
• “There was a point where we had over 20 SKUs. We're 5 SKUs now and I feel like our business is far better than it was before.”
• “Continuous improvement is the new North Star because it's so valuable to everybody in the chain.”
• “We're gonna grow regenerative organic acreage under the New Barn brand for almonds, know, almonds, coconut and eggs. And that will lead to a real impact on our environment for future generations.”
• “We're gonna make an impact by sparing millions and millions of male baby chicks.”
• “Our NestFresh brand portfolio is going to be 100% Humanely Hatched by 2027.”
• “We gotta stay true to our core beliefs, we gotta stay true to our core purpose. And we innovate within that realm.”

Links:

NestFresh - https://nestfresh.com/

Jasen Urena on LinkedIn - https://www.linkedin.com/in/jasen-urena-27179013/

NestFresh on LinkedIn - https://www.linkedin.com/company/nestfresheggs/

NestFresh on Facebook - https://www.facebook.com/NestFreshEggs

NestFresh on Instagram - https://www.instagram.com/nestfresheggs/

NestFresh on YouTube - https://www.youtube.com/user/NestFreshEggs

NestFresh on TikTok - https://www.tiktok.com/

…

New Barn - https://www.newbarnorganics.com/

New Barn on LinkedIn - https://www.linkedin.com/company/newbarnorganics

New Barn on Facebook - https://www.facebook.com/newbarnorganics

New Barn on Instagram - https://www.instagram.com/newbarnorganics

New Barn on Pinterest - https://www.pinterest.com/newbarnorganics/

…

Brands for a Better World Episode Archive - http://brandsforabetterworld.com/

Brands for a Better World on LinkedIn - https://www.linkedin.com/company/brand-for-a-better-world/

Modern Species - https://modernspecies.com/

Modern Species on LinkedIn - https://www.linkedin.com/company/modern-species/

Gage Mitchell on LinkedIn - https://www.linkedin.com/in/gagemitchell/

…

Print Magazine Design Podcasts - https://www.printmag.com/categories/printcast/

…

Heritage Radio Network - https://heritageradionetwork.org/

Heritage Radio Network on LinkedIn - https://www.linkedin.com/company/heritage-radio-network/posts/

Heritage Radio Network on Facebook - https://www.facebook.com/HeritageRadioNetwork

Heritage Radio Network on X - https://x.com/Heritage_Radio

Heritage Radio Network on Instagram - https://www.instagram.com/heritage_radio/

Heritage Radio Network on Youtube - https://www.youtube.com/@heritage_radio

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this conversation, Paul Schiefer, president of Amy's Kitchen, shares the inspiring founding story of the company, which began with a quest for better frozen meals. He discusses the innovative approaches to product development, the importance of company culture and values, and the value of embracing complexity in business. Paul highlights Amy's commitment to sustainability and their B Corp status, emphasizing the impact of organic and vegetarian practices. He also shares insights on the future vision for the company, the importance of curiosity and passion in entrepreneurship, and personal reflections on food and life.

Takeaways:

• Amy's Kitchen was founded out of a need for better frozen meals.
• The original pot pie was a key product that launched the brand.
• Innovation at Amy's focuses on quality and culinary techniques.
• Company culture is deeply rooted in the founders' values.
• Sustainability is a core principle of Amy's business model.
• The future vision includes generational sustainability and growth.
• Curiosity and passion are essential for success in business.
• Amy's Kitchen embraces complexity in food production.
• The company aims to make healthy food accessible to all.
• Doing good in business leads to long-term success.

Sound bites:

• “He started looking for some frozen food options to bring home and feed the family, and just frankly was disappointed.”
• "The original recipe was Rachel's mom's Elinor. It was kind her pot pie that helped inspire the start of the company"
• “I think what Amy's has done really well is accept that complexity is actually valuable.”
• "Doing good is good for business."
• “We want to protect our mission in part by continuing to be a really profitable and efficient company.”
• “We're also trying to think about this more on a generational timeframe, not just on like a three to five year timeframe.”
• “It was such a novel idea to create an organic vegetarian fast food restaurant that, before we knew it, we had a line that literally went across the parking lot.”
• “We’re buying a hundred plus million pounds of organic agriculture every year and supporting thousands of farmers.”
• “I’m proud of the fact that we have scaled that type of [impact] business model.”

Links:

Paul Schiefer on LinkedIn - https://www.linkedin.com/in/paulschiefer/

Amy’s Kitchen - https://www.amys.com/

Amy’s Kitchen on LinkedIn - https://www.linkedin.com/company/amy's-kitchen/posts/?feedView=all

Amy’s Kitchen on Instagram - https://www.instagram.com/amyskitchen

Amy’s Kitchen on Facebook - https://www.facebook.com/amyskitchen

Amy’s Kitchen on YouTube - https://www.youtube.com/user/AmysKitchenMovies

…

Brands for a Better World Episode Archive - http://brandsforabetterworld.com/

Brands for a Better World on LinkedIn - https://www.linkedin.com/company/brand-for-a-better-world/

Modern Species - https://modernspecies.com/

Modern Species on LinkedIn - https://www.linkedin.com/company/modern-species/

Gage Mitchell on LinkedIn - https://www.linkedin.com/in/gagemitchell/

…

Print Magazine Design Podcasts - https://www.printmag.com/categories/printcast/

…

Heritage Radio Network - https://heritageradionetwork.org/

Heritage Radio Network on LinkedIn - https://www.linkedin.com/company/heritage-radio-network/posts/

Heritage Radio Network on Facebook - https://www.facebook.com/HeritageRadioNetwork

Heritage Radio Network on X - https://x.com/Heritage_Radio

Heritage Radio Network on Instagram - https://www.instagram.com/heritage_radio/

Heritage Radio Network on Youtube - https://www.youtube.com/@heritage_radio

Chapters:

03:00 The Founding Story of Amy's Kitchen

06:01 Innovation and Product Development at Amy's

09:03 Cultural Values and Company Evolution

11:47 Navigating Growth and Market Challenges

15:00 The Drive to Create Quality Fast Food

17:47 Maintaining Independence and Company Values

31:10 Launching a Unique Concept

33:06 The Importance of Sustainable Growth

35:43 Commitment to Impact and B Corp Status

40:04 Holistic Approach to Sustainability

44:47 Future Vision for Amy's Kitchen

52:24 Advice for Aspiring Entrepreneurs

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.