Brands for a Better World (formerly Evolve CPG)

In this conversation, Jason Burke, founder of New Primal, shares his journey of building a purpose-driven business from the ground up. He shares how growing up poor influenced his mindset, the importance of resilience, how he overcame his challenges with fundraising, and that authenticity wins in entrepreneurship. He also reflects on the evolution of his brand and the importance catering to an underserved consumer segment — in his case, women and children. The discussion concludes with insights on personal growth and his vision for a better world through access to wholesome food.

Takeaways:

• Jason Burke founded New Primal to change the course of his family tree.
• Resilience and grit are essential in entrepreneurship.
• Purpose-driven businesses are more likely to succeed in tough times.
• Many entrepreneurs quit due to financial constraints.
• The evolution of a brand is crucial for survival in a competitive market.
• Fundraising in the CPG industry has become increasingly challenging.
• Authenticity is key to building a successful brand.
• Building for the long term is more beneficial than seeking quick exits.
• Women and children are often overlooked in the protein snack market.
• Pivoting can prevent the need to quit.

Sound bites:

“When you start from nothing there's really not a lot to lose.”

"I made a commitment to myself many years ago, even before I started New Primal, that I was gonna change the course of my family tree forever."

"I've never once thought, God, this is too hard. I'm going to quit."

"You have to have something you're aiming for."

“The last couple of years, the wells of CPG fundraising ran dry.”

“Confidence and conviction are the are two key pillars of fundraising.”

“The people who show up authentically in the world are the most successful people I know.”

“Sometimes those pivots help you find your new focus.”

Links:

Jason Burke - https://www.jasonburke.co/

Jason Burke on LinkedIn - https://www.linkedin.com/in/burkejason/

Jason Burke on Instagram - https://www.instagram.com/jasonmichaelburke/

Jason Burke on TikTok - https://www.tiktok.com/@jasonmichaelburke

New Primal - https://newprimal.com/

New Primal on LinkedIn - https://www.linkedin.com/company/new-primal/

New Primal on Facebook - https://www.facebook.com/thenewprimal/

New Primal on Instagram - https://www.instagram.com/thenewprimal/

New Primal on Pinterest - https://www.pinterest.com/thenewprimal/

…

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 Jason Burke and New Primal

04:48 The Grit of Entrepreneurship

13:45 Common Reasons Entrepreneurs Give Up

21:57 Evolution of New Primal

33:07 Targeting Women and Kids in the Protein Market

39:11 Finding Opportunities in Saturated Markets

42:57 Overcoming Self-Doubt in Entrepreneurship

51:03 The Journey to Authenticity

53:43 The Evolution of the Podcast

60:47 Giving Back Through Mentorship

01:07:27 Building for the Long Game

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, Victoria Ho tell us about her a journey into food and wellness, and how that sense of purpose drove her to launch her new Ayurvedic cooking system brand, Khalo. She discusses the interconnectedness of food, health, and personal growth, and how cooking serves as a form of self-care. Victoria highlights the challenges of building a brand in the CPG landscape and how she’s bringing what she’s learned as a CPG consultant, through Sherpa CPG, into building her own brand. Through Kahlo, she aims to make Ayurveda accessible and create a community that fosters connection and belonging. She talks about the value of community she’s found through organizations like Specialty Food Association and :Included CPG, and emphasizes the need for equity in supporting conscious brands. The discussion also highlights the significance of kindness and empathy in creating a better world.

Takeaways:

• Victoria Ho emphasizes the importance of storytelling in her ventures.
• Food serves as a universal language that connects humanity.
• Cooking is a form of self-care and personal expression.
• The journey of wellness is ongoing and requires conscious choices.
• Kahlo aims to make Ayurveda accessible and approachable.
• Building a brand involves creating a community of trust and belonging.
• The food industry has a responsibility to guide consumers towards healthier choices.
• Disconnection in the food system impacts health and wellness.
• Consumer trust is crucial in navigating food choices.
• The process of building a brand is filled with challenges and learning opportunities. 
• Launching a product in 2025 requires a different financial approach.
• A company's success relies on its people.
• Conscious leadership involves walking alongside customers.
• Equity is essential for supporting conscious brands.
• Kindness is fundamental to a better world.

Sound bites:

• "Food is the story of humanity. It's also the story of the planet.”
• “Cooking and the kitchen have always been my happy place."
• “A company is made up of people. And if you don't have the right people in that company, no matter how great your processes or systems or anything else are, that company is going to struggle.”
• “Khalo in Hindi, loosely translates to come eat.”
• “Don't get lost in the sauce. Find yourself through the sauce.”
• “When I finished my last round of chemotherapy I had to relearn how to eat. I didn't know what hunger was anymore. My body was so confused. My gut was destroyed.”
• “I've probably been on more than, I don't know, 500 production runs in my life.”
• “I felt like I finally found my people when I went to my first Fancy Food show.”
• “People wanna make healthy choices, but don't know where to start.”
• “There's also so many insane brands in our community at :Included CPG that like impressed me every single day with how they're balancing heritage flavor and really helpful ingredients.”

Links:

Victoria Ho on LinkedIn - https://www.linkedin.com/in/victoriajho/

Khalo - https://www.khaloworld.com/

Khalo on LinkedIn - https://www.linkedin.com/company/khalokitchen/

Khalo on Instagram - https://www.instagram.com/khalokitchen/

Sherpa CPG - https://www.sherpacpg.com/

Sherpa CPG on LinkedIn - https://www.linkedin.com/company/sherpacpg/

:Included CPG - https://www.includedcpg.com/

:Included CPG on LinkedIn - https://www.linkedin.com/company/included-cpg/

Specialty Food Association - https://www.specialtyfood.com/

Specialty Food Association on LinkedIn - https://www.linkedin.com/company/specialty-food-association/

…

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 Victoria Ho and Her Ventures

05:56 The Journey of Creating Impact through Food

08:36 Food as a Connection to Self and Others

11:23 The Role of Food in Wellness and Belonging

14:15 Reconnecting with Cooking as a Ritual

17:32 The Disconnection in the Food System

20:21 Consumer Trust and the Food Industry's Responsibility

23:24 Navigating Choices in a Processed Food World

26:13 Kahlo: A New Brand with Purpose

29:07 The Philosophy Behind Kahlo and Ayurveda

35:29 Making Ayurveda Accessible

36:52 Personal Journey of Healing

39:14 Building a Company with Love

41:59 The Role of Cooking in Wellness

45:20 Effort and Convenience in Wellness

50:32 Navigating Challenges in CPG

53:51 Lessons in Leadership and Team Dynamics

01:07:29 Community Engagement and the Specialty Food Association

01:16:22 Defining Fancy in Food Culture

01:19:41 Empowerment and Community in Specialty Food

01:21:16 Creating Equity for Conscious Brands

01:26:03 Amplifying Voices in the Specialty Food Industry

01:30:46 The Role of Purpose in CPG

01:35:23 Favorite Brands and Innovations

01:42:04 Highlighting Unsung Heroes in CPG

01:48:03 The Essence of 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.

Jade, the co-founder and CEO of Dr. Glitter, tell us about her innovative nutrient crystals, a unique product format that combines the fun of edible glitter with iron and gut health supplements. The discussion covers the challenges of modern diets, the importance of iron, fiber, and probiotics, and the need for educating consumers about nutrition. Jade shares insights on the patenting process, the strategic move into the US market, and their retail collaboration with Urban Outfitters which is helping them get in front of Gen Z consumers. The conversation concludes with Jade's vision for a better world through empowering healthy living and the importance of thinking bigger as an entrepreneur.

Takeaways:

• Dr. Glitter's Nutrient Crystals are a novel supplement format.
• The idea originated from a desire to make nutrition fun and appealing.
• Modern diets often lack essential nutrients, making supplements necessary.
• Iron is the #1 deficiency in the world, and is a significant global issue, especially among women.
• 1 stick of Dr. Glitter is equivalent to the iron in 4 ounces of beef.
• Probiotics are crucial for gut health, but many struggle to consume them regularly.
• Consumer education takes time but is vital for driving consumer trial and retention.
• The patenting process is complex but essential for protecting innovations.
• Urban Outfitters provides a unique retail opportunity for Dr. Glitter.
• A better world means empowering people to live healthier and happier lives.

Sound bites:

• “We are definitely the world's first. Patent Office has confirmed that.”
• "Whole foods are not enough [referring to declining nutrition content].”
• “We like to celebrate whole foods and make nutrition fun.”
• “The best advice I've been given is to not rush into retail.”
• “It's important to scale things that work and not scale any things that are not quite right yet.”
• “I think people should just think bigger, think longer term, be more patient, and the world would be a better place.”
• “We finally launched and then to our surprise, we went viral in the US. SnackShot picked us up and then three retailers reached out.”

Links:

Cynthia Duran on LinkedIn - https://www.linkedin.com/in/jadediep/

DrGlitter - https://drglitter.com/

DrGlitter on LinkedIn - https://www.linkedin.com/company/drglitter/

DrGlitter on Facebook - https://www.facebook.com/drglitterhealth/

DrGlitter on Instagram - https://www.instagram.com/drglitterhealth

DrGlitter on TikTok - https://www.tiktok.com/@drglitter

…

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 Dr. Glitter and Nutrient Crystals

06:02 The Inspiration Behind Nutrient Crystals

08:53 The Importance of Whole Foods and Nutrition

11:44 Targeting Nutritional Deficiencies: Iron and Probiotics

14:53 The Unique Manufacturing Process and Patent

17:48 Education on Nutrient Absorption and Probiotic Effectiveness

20:55 Addressing Sugar and Sweetener Concerns

23:34 Market Trends and the Role of GLP-1 in Nutrition

27:34 The Importance of Unflavored Supplements

28:44 Patenting and Intellectual Property Strategy

34:28 Navigating the Challenges of Patenting

37:59 Expanding into the US Market

42:55 Strategic Partnerships with Urban Outfitters

47:18 Retail vs. Online Adoption

50:46 Consumer Education and Retention Strategies

54:40 Advice for Entrepreneurs

56:59 Personal Touch: Favorite Ways to Use the Product

60:07 Vision for 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.

Listen to 11 entrepreneurs from across the United States as they pitch their brands and products as part of the Naturally Rising pitch competition, hosted by Naturally Network, and in partnership with New Hope Network, Cambium Analytica, Beyond Brands, FoodBevy, NIQ, and us, Brands for a Better world! Each of these entrepreneurs won a regional competition for the chance to compete on the national stage Newtopia Now, 2025!

Listen to all pitches, then click here to tell us which brand, product, and entrepreneur you’d vote for!

https://forms.gle/UKuHfdUjkCxSDdsW9

If you want to buy a pitch product's sample box featuring these brands (brought to you by FoodBevy) or register for the live Pitch Competition on August 21st at Newtopia Now in Denver, CO, visit Naturally Networks' event registration page here. https://naturallynetwork.glueup.com/event/naturally-networks-2025-naturally-rising-pitch-competition-awards-show-147692/

Starting from the West Coast and moving our way out east, here’s who you’ll hear from.

1. Naturally Seattle’s Stephanie McGregor pitching Ringa, a canned moringa and apple cider vinegar based, functional beverage. https://drinkringa.com/
2. Naturally NorCal’s Brandie Miller pitching Mochi Love, a chewy, cream-filled mochi snack. https://www.mochilove.co/
3. Naturally Los Angeles’ Jocelyn Rameriz pitching Todo Verde, a true-to-culture taco seasoning. https://todoverde.org/
4. Naturally San Diego’s Sydney Chasin pitching Chasin’ Dreams Farm, seed oil free baked puffs made from sorghum and whole grain brown rice. https://chasindreamsfarm.com/
5. Naturally Colorado’s Anna Zesbaugh pitching Corpse Reviver, a canned hydration drink with electrolytes and essential elements. https://drinkcorpsereviver.com/
6. Naturally Austin’s Ashley Waldman pitching Jubilee’s, the only flavored milk with secret veggies. https://drinkjubilees.com/
7. Naturally Minnesota’s Simon Solis-Cohen pitching Huxley, a canned superfruit energy drink featuring cascara. https://drinkhuxley.com/
8. Naturally Wisconsin’s Deed Ziegler pitching Rec Pak, an ultralight meal replacement for outdoor adventurers. https://recpak.co/
9. Naturally Chicago’s Ivan Gutierrez pitching Tierra Negra, a premium dark Mexican salsa. https://www.tierranegrasalsa.com/
10. Naturally New York’s Damiano Messineo pitching Loopini, high-protein, healthy frozen pizza handcrafted in Italy. https://eatloopini.com/
11. Naturally New England’s Holly Arbuckle pitching Singing Pastures, pasture raised, traditionally crafted meat and salami. https://singingpastures.com/

Links:

Vote for your favorite brand, product, and entrepreneur here:

https://forms.gle/UKuHfdUjkCxSDdsW9

…

Naturally Network - https://www.naturallynetwork.org/

Naturally Rising - https://www.naturallynetwork.org/naturally-rising

…

Newtopia Now - https://www.newtopianow.com/

…

Naturally Seattle - https://www.naturallyseattle.org/

Ringa - https://drinkringa.com/

Stephanie McGregor on LinkedIn - https://www.linkedin.com/in/stephanieleemcgregor/

…

Naturally NorCal - https://naturallynorcal.org/

Mochi Love - https://www.mochilove.co/

Brandie Miller - https://www.linkedin.com/in/brandie-miller-482bab41/

…

Naturally Los Angeles - https://www.naturallyla.org/

Todo Verde - https://todoverde.org/

Jocelyn Rameriz - https://www.linkedin.com/in/jocelyncramirez77/

…

Naturally San Diego - https://naturallysandiego.org/

Chasin’ Dreams Farm - https://chasindreamsfarm.com/

Sydney Chasin - https://www.linkedin.com/in/sydney-chasin-074a158a/

…

Naturally Colorado - https://www.naturallycolorado.org/

Corpse Reviver - https://drinkcorpsereviver.com/

Anna Zesbaugh - https://www.linkedin.com/in/anna-zesbaugh-a79897b9/

…

Naturally Austin - https://www.naturallyaustin.org/

Jubilee’s - https://drinkjubilees.com/

Ashley Waldman - https://www.linkedin.com/in/ashleyverrill/

…

Naturally Minnesota - https://www.naturallyminnesota.org/

Huxley - https://drinkhuxley.com/

Simon Solis-Cohen - https://www.linkedin.com/in/simon-solis-cohen/

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Naturally Wisconsin - https://www.naturallywisconsin.org/

Rec Pak - https://recpak.co/

Deed Ziegler - https://www.linkedin.com/in/deed-ziegler-bba39a6/

…

Naturally Chicago - https://www.naturallychicago.org/

Tierra Negra - https://www.tierranegrasalsa.com/

Ivan Gutierrez - https://www.linkedin.com/in/ivan-m-gutierrez-3b169b69/

…

Naturally New York - https://www.naturallynewyork.org/

Loopini - https://eatloopini.com/

Damiano Messineo - https://www.linkedin.com/in/damiano-messineo-53354018a/

…

Naturally New England - https://www.naturallyne.org/

Singing Pastures - https://singingpastures.com/

Holly Arbuckle - https://www.linkedin.com/in/holly-arbuckle-ba56a61b8/

…

FoodBevy - https://www.foodbevy.com/

FoodBevy Insider's Box - https://insider.foodbevy.com/

...

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.

Cynthia Duran, founder of Xinca Foods, shares her journey of creating the first Salvadorian frozen food brand in the U.S. She talked about her family’s love of food, their cultural roots, and the challenges of entrepreneurship. Cynthia emphasizes the significance of community support and feedback in building her brand, as well as her future plans for growth and product development. She reflects on her recent pitch competition wins, including Naturally Rising Seattle’s People Choice Award, the personal growth she has experienced through her entrepreneurial journey, and the impact she hopes to make in the world through her food.

Takeaways:

• Cynthia's family culture influenced her passion for cooking.
• Food is a way to connect with cultural roots.
• Xinca Foods aims to share Salvadorian culture with a wider audience.
• Community feedback is crucial for product development.
• Cynthia's journey has been filled with challenges and triumphs.
• The importance of quality in food production cannot be overstated.
• Cynthia's experience in data analysis helps her understand consumer behavior.
• Building a brand requires resilience and adaptability.
• A better world means being kind and supporting one another.

Sound bites:

• “My parents always said, you need to be independent. You need to learn how to cook for yourself.”
• “Growing up, I thought everyone in the United States knew what loroco was, but it turns out only people who grew up in Salvadorian or Guatemalan households knew.”
• “I was thinking, why can't I find pupusas in the freezer aisle?”
• “Salvadorian people are the third largest Latino community in the United States.”
• “The quesadilla dessert is a great segue for us because not only is it a traditional Salvadorian dessert, it's also appealing to consumers.”
• “One thing I've learned is packaging is everything, especially when you're in CPG.”
• “Dwight from Town and Country said “Your product is selling itself even if you're not standing in front of the case.””
• ”I really like making that impact, but I didn't realize it when I started this business. I was just making food for my community.”
• “We were looking for a co-packer, but there wasn't really anyone that could make the product the way I wanted it.”
• “We were like, well, we don't really have a choice. We have to have a custom machine to make the product to my specific specifications, right?”
• “It’s a great advantage for me because other people can't really do that or can't really do their own research and development the way that I can because I have the ability to do that in my own place.”
• “This is a very cash intensive, time consuming type of business.”
• “Sometimes we can think with our heart, but you also have to think with your mind, right?”
• “I'm just happy that I won both. I didn't realize I would win anything.”
• “I feel like I've gotten to know myself a bit more. My limits are far beyond what I thought I could, you know?”

Links:

Cynthia Duran on LinkedIn - https://www.linkedin.com/in/cynthia-duran-693410b9/

Xinca Foods- https://xincafoods.com/

Xinca Foods on LinkedIn - https://www.linkedin.com/company/xinca-foods-llc/posts/

Xinca Foods on Facebook - https://www.facebook.com/Xincafoods/

Xinca Foods on Instagram - https://www.instagram.com/xincafoods/

Xinca Foods on X - https://x.com/xincafoods

…

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 Cynthia Duran: The Journey Begins

06:01 Cultural Connections Through Food

08:46 Learning to Cook: A Family Tradition

11:44 The Birth of Xinca Foods

14:40 Bringing Salvadoran Cuisine to the U.S.

17:29 Market Research and Product Selection

20:43 The Importance of Packaging

23:39 Future Products and Expansion Plans

32:44 Strategic Product Development

33:40 The Decision to Manufacture In-House

35:05 Quality Control and Unique Product Standards

37:10 Flexibility in Product Development

38:36 Retailer Relationships and Market Insights

40:02 New Product Development: Chicken and Cheese Pupusa

42:45 Family Feedback and Recipe Testing

44:55 Navigating Challenges in CPG

48:03 Lessons from Manufacturing Challenges

54:20 The Tough Reality of Entrepreneurship

57:55 Leveraging Past Experience in Building a Brand

58:51 Data-Driven Insights in Entrepreneurship

01:01:30 Balancing Heart and Mind in Decision Making

01:02:55 The Power of Storytelling in Pitch Competitions

01:08:40 Scaling and Future Plans for Xinca

01:12:52 Lessons Learned and Personal Growth

01:19:03 Building Community and Impacting Culture

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, Dr. Elizabeth Klodas, a preventive cardiologist and founder of Step One Foods, discusses the critical role of nutrition in managing heart disease and the challenges faced in integrating dietary changes into medical practice. She shares her journey from traditional medicine to creating a food company aimed at reducing reliance on medications through nutrition. The discussion highlights the importance of randomized controlled trials in validating the effectiveness of food-based interventions, the impact of pharmaceuticals on healthcare, and the need for a shift in consumer perceptions towards whole food ingredients. Dr. Klodas emphasizes the potential for a healthier future where cardiologists are less needed due to preventive measures and lifestyle changes.

Takeaways:

• Nutrition is often overlooked in favor of pharmaceuticals in healthcare.
• Patients are rarely asked about their diet by healthcare providers.
• Changing dietary habits can lead to significant health improvements.
• Pharmaceuticals are easier to prescribe than dietary changes.
• There is a lack of nutrition education in medical training.
• Step One Foods aims to fill nutritional gaps in patients' diets.
• Randomized controlled trials can validate the effectiveness of food products.
• Consumer perceptions of health foods can be influenced by marketing.
• The food industry often prioritizes cost over nutrition.
• A better world would mean fewer cardiologists needed due to preventive health measures.

Sound bites:

• “There is very little to no nutrition education for physicians. As I look back on this I consider this educational malpractice.”
• “All the medical evidence of what we should be doing is very heavily pharma biased, because guidelines are based on randomized control clinical trials.”
• “So there's loads of reasons why nutrition is not used in clinical care the way it should be. None of that is an excuse though, because it works and it's so vital.”
• “What if I asked you to like eat this food twice a day and I otherwise left you alone? What started happening is people calling and saying, hey, my cholesterol dropped 39 points. Then I'm like, okay, we're gonna subject our products to a randomized control trial. Let’s see. Let's prove it. Does this actually work?”
• “If I reduce, LDL, the bad cholesterol across the US population by an average of 9%, I will finally dethrone heart disease as our number one killer.”
• “In that trial, we replicated what people were calling in with our highest LDL reduction was close to 40 % in 30 days. That's a medication level cholesterol reduction. And we did that with food, without turning people's lives upside down.”
• “It's not just the nutrient of interest that's important. It's the delivery vehicle. You can stuff a bunch of fiber into a Twinkie. But in the end, you're still eating a Twinkie, right? Food and nutrition is complex.”
• “At Step One Foods I take the complexity out for people. I take whole food ingredients, each and every single one that has data behind it in terms health benefits, and put them in my foods.”
• “We are probably the most overfed and undernourished society in the history of our species.”
• “If you truly believe in your mission, you have to ignore all the no’s.”

Promo Offer:

Code: BETTERWORLD

Link: https://www.steponefoods.com/discount/BETTERWORLD

Offer: 10% off first order for both one time and subscription orders. Offer can be stacked with the subscription discount to save 30% on their first order. 

Exclusions: Limited to one use per customer. Limited to a customer's first order and only applies to the first recurring order. Code must be entered at checkout for the discount to be applied. 

Links:

Dr Elizabeth Klodas on LinkedIn - https://www.linkedin.com/in/eklodas/

Step One Foods- https://www.steponefoods.com/

Step One Foods on LinkedIn - https://www.linkedin.com/company/steponefoods/

Step One Foods on Facebook - https://www.facebook.com/StepOneFoods

Step One Foods on Instagram - https://www.instagram.com/steponefoods/

Step One Foods on YouTube - https://www.youtube.com/StepOneFoods

…

“Slay the Giant: The Power of Prevention in Defeating Heart Disease” book - https://www.steponefoods.com/products/slay-the-giant

…

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 Preventive Cardiology and Nutrition

05:58 The Shift from Nutrition to Medication in Healthcare

08:45 The Role of Pharmaceuticals in Patient Care

11:41 The Challenges of Nutrition Education in Medicine

14:41 The Complexity of Food and Nutrition Science

17:59 Step One Foods: A New Approach to Nutrition

20:57 The Impact of Randomized Controlled Trials on Nutrition

23:59 The Importance of Ingredient Quality in Food Products

26:49 Pushback from the Medical and Food Industries

29:52 The Insurance Industry's Role in Healthcare Costs

32:52 Step One Foods: Product Overview and Benefits

38:43 Introduction to Whole Foods and Health Claims

40:56 The Importance of Real Ingredients

42:56 Navigating Organic Ingredients and Supply Chain Challenges

44:59 Stepwise Approach to Health and Nutrition

48:58 Challenges in Scaling Food Production

51:49 Milestones and Industry Changes

56:55 Advice for Aspiring Food Entrepreneurs

59:50 Personal Indulgences and Food Preferences

01:03:00 Innovative Thinkers in Nutrition

01:05:50 Vision for a Healthier World

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, David Istier, founder and CEO of gutzy Organic, shares his journey from personal health struggles to creating a successful line of gut health snacks. He discusses his early stumbles with the brand that caused the need to reformulate the products to dial in taste and texture, the importance of organic ingredients, and the challenges he’s faced trying to grow a brand in the CPG industry. David talks about consumers’ growing concern for gut health and the difference it makes when you use quality ingredients, even if they’re more expensive. David then shares his vision for the future of gutzy Organic, and his commitment to inspiring healthier lifestyles.

Takeaways:

• gutzy Organic focuses on gut health through delicious snacks.
• The journey to gut health began with personal health struggles.
• Reformulating products to dial in taste and texture is crucial for market success.
• Organic ingredients enhance product appeal and quality.
• Gut health is a growing concern in the US and worldwide.
• The pouch format was chosen for on-the-go convenience.
• Prebiotic fiber is essential for gut health, which aids overall wellness.
• Balancing protein and fiber is key for a healthy diet.
• David’s past CPG experience helped him grow gutzy Organic.

Sound bites:

“It actually started with a business struggle that turned into a health challenge.”

“I ended up going to see a herbalist and that's when I discovered the power of plants and the power of gut health to heal my body.”

“Gut health is such a big problem in the US, maybe worldwide.”

“We worked with GoGo Squeeze to reformulate the product to make it more palatable, better testing, and scalable.”

“It's part of the journey, like the up and down and the learning curves and the pivot and the adjustment, right?”

“Only one in 10 Americans eat the five a day of fruit and veggies that people should be eating.”

“Only one in 20 actually meet the daily fiber requirement.”

“So it's like super delicious, a little bit of sweetness from natural sugars from fruits and veggies, no added sugar in it and also extra clean deck of ingredients. We don't even add coloring or flavoring in our products.”

“I call Acacia the queen of prebiotic, it's because it's the purest form that blends well, and doesn’t call bloating and gas.”

“It's very hard to get a plant protein that doesn't have a chalkiness to it, so we use organic yellow peas because it’s sustainably grown in the U.S., clean, and easy to blend.”

“At Quorn and GoGo Squeeze I learned how to build a new category and create awareness.”

“You think you have a business plan and then reality starts and it takes a lot longer than you think.”

"Building a brand takes time and money."

"Less is more in the food industry."

““The Stoic Sage, or wise man, needs nothing but uses everything well; the fool believes himself to “need” countless things, but he uses them all badly.”— Donald J. Robertson

Links:

David Istier on LinkedIn - https://www.linkedin.com/in/david-istier-8b05742/

gutzy Organic - https://gutzyorganic.com/

gutzy Organic on LinkedIn - https://www.linkedin.com/company/energyfruits-keep-moving/

gutzy Organic on TikTok - https://www.tiktok.com/@gutzyorganic

gutzy Organic on Facebook - https://www.facebook.com/gutzyorganic

gutzy Organic on Instagram - https://www.instagram.com/gutzyorganic

gutzy Organic on Pinterest - https://www.pinterest.com/gutzyorganic/_saved/

gutzy Organic on YouTube - https://www.youtube.com/channel/UCpasHfXTpZJ5Xx22wFo6hdQ

…

Ramping Your Brand (book) by James F Richardson - https://www.rampingyourbrand.com/

James F Richardson on Brands for a Better World (Formerly Evolve CPG) - https://modernspecies.com/brands-for-a-better-world-podcast/focus-on-your-fans-dr-james-richardson-premium-growth-solutions?rq=ramping

How to Think Like a Roman Emperor: The Stoic Philosophy of Marcus Aurelius (book) by Donald J. Robertson - https://www.goodreads.com/book/show/39863499-how-to-think-like-a-roman-emperor

…

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 gutzy Organic

04:07 The Journey to Gut Health

07:29 Reformulating for Success

12:11 The Importance of Gut Health

13:27 Choosing the Right Product Format

14:44 The Power of Prebiotic Fiber

18:25 Navigating the Gut Health Trend

23:02 Balancing Nutritional Needs

28:10 Lessons from Industry Experience

32:51 Navigating Cash Flow Challenges

34:57 The Importance of Brand Positioning

39:15 Evolving Brand Identity and Packaging

43:49 Surprising Challenges in Entrepreneurship

52:04 Celebrating Retail Success and Expansion

55:50 Vision for the Future of gutzy Organic

57:46 Personal Insights and Advice

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, Dan Frommer, founder and editor in chief of The New Consumer, discusses the complexities of consumer behavior, particularly in relation to food choices. He explores the dichotomy between what consumers say they want and what they actually purchase, emphasizing the influence of technology, marketing, and generational differences. The discussion also touches on the challenges posed by ultra-processed foods and the importance of real food in promoting health and well-being. Throughout the conversation, Frommer shares insights from his research, highlighting the need for education and understanding in navigating consumer trends.

Takeaways:

• Understanding consumer behavior is crucial for effective marketing.
• There is often a gap between what consumers say they want and what they actually buy.
• Food choices are influenced by technology and social media.
• Generational and gender differences play a significant role in food preferences.
• Education about food and health is essential for consumers.
• Surveys can provide valuable insights but have limitations.
• Real food is preferable to ultra-processed options for health.
• Trust in institutions is declining, leading consumers to rely on influencers.
• Personalization in food choices is becoming more important.
• Gratitude and mindfulness can enhance consumer satisfaction. 

Sound bites:

• “The healthiest foods that make people also the happiest are grapes, blueberries, and broccoli.”
• “Chocolate makes Gen Xers happier than any other product makes any other generation in all our research.”
• “I'm really interested to see companies finding ways to help people to make food choices that are not only considered smart on a macro level, but are the right thing for them personally.”
• “Younger people believe that grocers, online grocers especially, have a responsibility to recommend healthy food.”
• “Ultra-processed foods, a great example of something where people have very strong opinions about it, but don't actually know what they are.”
• “It's very hard to get Americans to agree on anything, but something that both Democrats and Republicans agree on in our research is that the government should be doing more to regulate ultra processed food than it has in the past.”
• “There's increasing awareness around seed oils. Some people are convinced that they are toxic and that they are killing Americans and making us all have terrible health. Other people, including scientists, are saying that is nonsense.”
• “The US is not in a recession, but most people think it is. So what do do about that?”
• “The people who are buying the cheapest, least environmentally friendly stuff are also the ones who are saying that they are more willing to go out of their way and spend more money for the environment.”
• “I think if we all just ate more real food, I think that would probably have a better outcome for so many different elements of the food chain of our health, wellness, etc.”

Links:

Dan Frommer on LinkedIn - https://www.linkedin.com/in/fromedome/

The New Consumer - https://newconsumer.com/

The New Consumer on LinkedIn - https://www.linkedin.com/company/newconsumer/

The New Consumer on X - https://x.com/newconsumer

The New Consumer on Instagram - https://www.instagram.com/newconsumer

Consumer Trends: Food Feelings Matrix - https://newconsumer.com/2025/05/consumer-trends-food-feelings-healthy-happy/

Consumer Trends: Food & Wellness 2025 - https://newconsumer.com/2025/03/introducing-the-consumer-trends-2025-food-wellness-special-report/

How Americans really think about seed oils, Poppi & Olipop, and MAHA - https://newconsumer.com/2025/03/how-americans-really-think-about-seed-oils-poppi-olipop-and-maha/

Consumer Trends: Beauty Special 2025 - https://newconsumer.com/2025/04/introducing-the-consumer-trends-beauty-special-2025/

…

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 Understanding Consumer Behavior

05:59 Food Feelings: Happiness vs. Health

08:58 Gender and Generational Differences in Food Preferences

12:10 The Role of Technology in Food Choices

15:04 The Impact of Ultra-Processed Foods

18:02 Consumer Awareness and Education

20:49 The Future of Food Consumption

23:58 Cultural Shifts in Food Perception

37:13 Raising Awareness on Food Safety

38:04 The Complexity of Defining Health

39:26 Evolving Perspectives on Nutrition

41:01 Influencers vs. Experts in Health

42:57 The Fragmentation of Media and Trust

47:16 The Debate on Seed Oils

48:47 Consumer Behavior vs. Intentions

53:14 Using Research Effectively

59:10 Personal Insights and Recommendations

01:06:10 The Importance of Real Food

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, Dan Kurzrock, co-founder and CEO of Upcycled Foods, discusses the significant waste generated at each stage of the food manufacturing process, and the opportunities for upcycling the coproduces and byproducts into valuable ingredients and products. He emphasizes the importance of utilizing the whole crop, the economic and environmental impacts of food waste, and the role of consumer demand in driving sustainable practices. Dan shares insights on successful upcycling initiatives and the challenges faced by companies in implementing these solutions, ultimately advocating for a shift towards a more efficient and responsible food system.

Takeaways:

• The food manufacturing process generates significant waste at every stage.
• Upcycling reduces food waste by capturing byproducts and converting them into valuable ingredients
• Consumer demand is shifting towards sustainability and waste reduction.
• Companies face challenges in recognizing and utilizing byproducts, largely due to complexity.
• The Food Recovery Hierarchy prioritizes feeding people first (see links below).
• Innovative solutions can unlock the value of overlooked materials.
• Collaboration across the value chain is essential for waste reduction.
• Regenerative agriculture complements upcycling efforts.
• Visibility and awareness are key to changing industry practices.
• A world of abundance is possible through better resource management.

Sound bites:

“We should be eating everything we grow.”

“Waste is a mindset, not a reality.”

“We’re not losing something, we’re co-creating multiple things.”

“Ingredients often go to the path of least resistance instead of the path of the highest value.“

“We need to improve how we value food.”

“We take the idea of like a spent grain and elevate it to a super grain, because once those sugars have been extracted, it’s all plant protein and dietary fiber, you know. It’s not just what’s left over, it’s actually arguably more desirable.”

“These are not new ideas. This is just putting it into practice maybe in a new context with a lot of passion and energy.”

“Hunger and food waste shouldn’t coexist. It’s a troubling dichotomy.”

Links:

Dan Kurzrock on LinkedIn – https://www.linkedin.com/in/danielkurzrock/

Upcycled Foods Inc – https://upcycledfoods.com/

Upcycled Foods Inc on LinkedIn – https://www.linkedin.com/company/upcycled-foods

…

Food Recovery Hierarchy – https://19january2017snapshot.epa.gov/sustainable-management-food/food-recovery-hierarchy_.html

Nutrient Density Alliance – https://www.nutrientdensityalliance.org/

…

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 Upcycled Foods and Manufacturing Process

05:00 Understanding Food Manufacturing Basics

08:58 The Importance of Upcycling in Food Production

14:56 The Food Recovery Hierarchy and Its Implications

20:54 Exploring Co-Products and Their Value

28:45 Business Case for Utilizing Byproducts

33:39 Unlocking Value from Waste

41:21 Innovative Solutions for Supply Chain Challenges

50:28 The Broader Impact of Upcycling

57:16 Exploring New Opportunities in Upcycling

62:10 Advice and Vision for 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.

In this conversation, Ric Scalzo, founder of Kokora, shares his journey into the world of regenerative agriculture and herbal medicine. He discusses the healing power of herbs, the principles of rest, restore, and revitalize, and the importance of living in harmony with nature. Ric emphasizes the connection between soil health and human immunity, and how Kokora aims to demonstrate the benefits of regenerative practices through its products. The conversation also touches on the future of Kokora, the role of the Ric Scalzo Institute for Botanical Research at Sonoran University in advancing herbal research, and the importance of kindness and compassion in creating a better world.

Takeaways:

Sound bites:

Links:

Ric Scalzo on LinkedIn - https://www.linkedin.com/in/ric-scalzo-6b193217/

Kokora - https://kokoralife.com/

Kokora on Amazon - https://www.amazon.com/stores/KokoraLife/page/34539696-0079-4DDB-9860-7CD1E5228BDB

Kokora on LinkedIn - https://www.linkedin.com/company/kokoralife/

Kokora on Instagram - https://www.instagram.com/kokoralife

Kokora on Facebook - https://www.facebook.com/kokoraliferegenerated

Kokora on YouTube - https://www.youtube.com/@KokoraLife

…

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 Kokora and Ric Scalzo

04:17 The Journey to Herbal Medicine

07:56 Understanding Nature's Wisdom

11:33 The Principles of Regenerative Healing

14:26 The Birth of Kokora

17:08 Research and Nutrient Density in Plants

21:12 The Impact of Regenerative Agriculture

23:33 Restoring Immunity through Regenerative Practices

25:59 The Importance of Rest in Daily Life

29:46 Aligning with Nature's Rhythms

31:21 Introducing Kokora: A New Brand

32:01 The Future of Kokora's Product Line

36:05 Innovative Research and Development

39:58 The Role of the Institute

42:40 Where to Find Kokora Products

44:02 Lessons from a Long Career

47:26 Favorite Functional Foods and Recipes

51:22 Recommendations for Future Guests

52:35 Envisioning 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.