Brands for a Better World (formerly Evolve CPG)

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

Brands for a Better World (formerly Evolve CPG) episodes

June 26, 2025Conscious Use of Water with Jonas Böck of Savwa
In this conversation, Gage and Jonas discuss the innovative kitchenware product SAVWA, designed to promote water conservation by capturing and reusing gray water in households. Jonas shares his personal journey of awareness regarding water waste, the challenges faced during product and supply chain development, and the importance of sustainability in the materials design. The conversation also touches on the upcoming Kickstarter campaign for SAVWA, the vision for a future with conscious water usage, and valuable advice for aspiring entrepreneurs.

Takeaways:
SAVWA aims to raise awareness about water usage in households.
The average American household generates 33-40 gallons of gray water daily.
Jonas's journey began with a personal need to conserve water.
The design process involved multiple prototypes and material considerations.
SAVWA's product is designed to be stylish and functional for everyday use.
Sustainability is a core focus, with over 75% of materials being recycled.
The Kickstarter campaign is crucial for funding the manufacturing process.
Changing consumer habits can lead to significant water savings.
Listening to feedback and being open to ideas is essential for success.
The vision for SAVWA includes expanding to other water conservation solutions.
Sound bites:
“So I think in total we reached out to 200 companies to talk about the idea and then to really find the process to manufacture it.”
“A little bit more than 75% of the product is made from recycled materials.”
"It feels good to reuse the water."
“We just want to provide fun, cool, stylish solutions which people want to have in their homes and want to use in a positive way.”
“Listen to other people and don't have an ego. Just do whatever it takes to make the project and the product successful."

Links:
Jonas Böck on LinkedIn - https://www.linkedin.com/in/jonas-b%C3%B6ck-8861382b0/
SAVWA Kickstarter Campaign - https://www.kickstarter.com/projects/353463312/save-drinking-water-with-SAVWA
SAVWA - https://www.SAVWA.de/
SAVWA on LinkedIn - https://www.linkedin.com/company/SAVWA/
SAVWA on Instagram - https://www.instagram.com/SAVWApioneers/?
…
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 SAVWA and Water Conservation
06:02 Understanding Water Waste in Households
09:01 The Birth of an Idea: Reusing Gray Water
11:50 Cultural Perspectives on Water Usage
14:47 From Concept to Prototype: The Journey Begins
20:42 Navigating Manufacturing Challenges
24:46 Design Evolution and Product Development
33:15 Sustainable Design and Material Choices
36:40 Functional Use Cases for Water Conservation
43:50 Kickstarter Launch and Community Engagement
49:50 Vision for a Water-Conscious Future
52:26 Advice and Insights for Innovators
57:16 Innovative Sustainable Products
58:43 A Better World: Excitement for the Future
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
1 hr 1 min
June 19, 2025Make A Difference with Rob Craven of ScalePassion
In this conversation, Rob Craven, founder of Scale Passion, shares his journey of discovering personal purpose and how it intertwines with business success. He discusses the importance of intentionality in leadership, the evolution of his company, and the significance of writing and reflection in understanding one's purpose. The dialogue emphasizes the need for personal happiness in business and the concept of work-life synergy, advocating for a life where passion and work are seamlessly integrated. Rob also touches on the challenges of navigating liminal spaces in life and business, encouraging listeners to embrace change and growth. In this conversation, Gage and Rob Craven explore the significance of rest and reflection in personal and professional growth, emphasizing the importance of purpose-driven businesses in today's economy. They discuss the evolution of capitalism from a shareholder-focused model to a more inclusive stakeholder approach, highlighting the need for businesses to integrate purpose and impact into their operations. The dialogue also touches on the challenges faced by small businesses and the potential for a shift towards regenerative business models that prioritize community and environmental well-being. Rob shares insights from his book, 'Scale Passion,' and his vision for a better world where fulfillment and purpose drive positive change.

Takeaways:
Rob Craven is the founder of Scale Passion and author of a purpose-driven business blueprint.
Personal purpose and business purpose should be connected for fulfillment.
Rob's early life experiences shaped his values of being bold and making a difference.
The journey to discovering purpose is often iterative and requires reflection.
Personal happiness is crucial for business success; leaders must prioritize it.
Work-life synergy is more beneficial than work-life balance.
Writing helps clarify thoughts and solidify understanding of purpose.
Intentional living involves making the unconscious conscious.
Embracing fear can lead to meaningful growth and outcomes.
Navigating liminal spaces can be challenging but is part of the journey. Rest and reflection are crucial for personal growth.
Purpose-driven businesses can create significant impact.
Capitalism is evolving towards a more inclusive model.
3.0 businesses often outperform 2.0 businesses.
The marketplace is shifting towards sustainability and purpose.
Integrating impact with business growth is essential.
Small businesses need support to thrive in today's economy.
Provocative dialogue can lead to meaningful conversations.
A better world is one where everyone is aligned with their purpose.
Energy from purpose can transform communities and businesses.
Sound Bites:
"I exist to scale impact."
"It's a continuous journey of becoming."
“What's really fascinating is when you start getting very intentional and making the unconscious conscious, the decisions you make become glaring in whether they're aligned with purpose or not."
"Go where the water wants to flow. Trust the Universe and your purpose.”
“The scarier it is, the more the outcome will be meaningful."
"Don't settle for a J-O-B."
"I believe business is the hope for the world"
"You can do impact work and grow a business and have profit.”
"How do we make this transition in a way that sets us up for growth, economic prosperity and impact? And so I just want to keep banging the drum that it doesn't have to be separate."

Links:
Rob Craven on LinkedIn - https://www.linkedin.com/in/robertucraven/
ScalePassion - https://scalepassion.com/
ScalePassion on LinkedIn - https://www.linkedin.com/company/scalepassion/
ScalePassion Book - https://book.scalepassion.com/#order
Radiate Purpose Workbook - https://scalepassion.com/radiate-purpose
…
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 Purpose-Driven Business
06:08 -Rob's Origin Story and Early Influences
08:52 - The Evolution of Purpose and Leadership
11:54 - Personal Happiness and Business Success
15:00 - Work-Life Synergy vs. Balance
17:49 - The Power of Writing and Reflection
20:53 - Intentional Purpose and Business Planning
23:57 - The Journey of Scale Passion
26:59 - Embracing Change and Growth
30:02 - Navigating the Liminal Space
31:02 - The Importance of Rest and Reflection
32:54 - Scaling Purpose Through Business
35:07 - The Role of Purpose-Driven Businesses
37:06 - Capitalism 2.0 vs. 3.0
39:00 - Defining Capitalism's Evolution
43:06 - The Shift Towards Regenerative Business Models
45:11 - Supporting Small Businesses and Startups
49:07 - Personal Insights and Future Directions
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
55 min
June 11, 2025Give Them What They Want with David Jacobowitz of Nebula Snacks
In this conversation, David Jacobowitz, founder of Nebula Snacks, shares his journey from a childhood filled with sweets to creating a line of luxurious, sugar-free chocolate bites. He discusses the challenges of managing his health, the experimentation process behind developing his products, and the ways in which customer feedback helps shape his brand and product line. David emphasizes the importance of taste in healthy snacks and the benefits of using natural sweeteners that do not spike blood sugar, making his products suitable for those with dietary restrictions. He shares valuable lessons learned from his digital marketing background, emphasizes the significance of maintaining healthy profit margins while growing a CPG company, and the importance of maintaining personal involvement in all aspects of the business. David wraps up by advocating for a positive relationship with food, because food is meant to be enjoyed, not feared.

Takeaways:
David's childhood nickname was 'the vacuum' due to his insatiable appetite.
He faced obesity and potential diabetes at a young age, leading to a long phase of fad dieting.
During COVID, he began experimenting with making his own sugar-free chocolate to get his sweet snacking under control.
David aimed to create a product that didn't compromise on taste while being healthier.
He used monk fruit and allulose as sweeteners to avoid the aftertaste common in other sugar-free products.
The development of his chocolate took years of experimentation and customer feedback.
He initially launched with full-size chocolate bars before transitioning to smaller filled cups.
Mint chocolate became a top seller despite David’s original dislike for that flavor.
Customer feedback played a crucial role in flavor development and product offerings.
David's products are designed to not spike blood sugar, making them suitable for most diabetics, though different individuals have unique blood sugar responses.
Manufacturing challenges can be significant for startups.
Protecting profit margins is essential to sustain a business.
Pricing should be based on actual costs, not market feelings.
Food should be enjoyed, not feared.
Transparency in food ingredients is increasingly important.
Sound Bites:
“The doctor said I was obese, at 10 years old, and I was heading towards diabetes."
"I own a Zero sugar chocolate company, but I do still have some sugar.”
"You can have a better-for-you product, but if it doesn't taste good, you're solving nobody's issue. Taste matters"
“I can't give a hundred percent guarantee that it won't spike your blood sugar because everybody's blood sugar is unique.”
“At the end of the day you gotta listen to the customer. They're requesting flavors, they're requesting products, those are the ones I'm gonna be launching.”
“Until you reach a certain point, do everything yourself. It's gonna suck, but you will become far more appreciative, learn the ins and outs a lot quicker, and be able to establish firm relationships with your customers."
“Protect your margin because once you actually hit scale, particularly in retail, you're going to need it."
"Don't price based on feeling and market comps alone. Know your numbers.”
"Snacking is my superpower."
"Food is meant to be enjoyed, not feared."
"The consumer's wisening up, and that's what we're really all about.”

Links:
David Jacobowitz on LinkedIn - https://www.linkedin.com/in/davidjacobowitz/
Nebula Snacks - https://nebulasnacks.com/
Nebula Snacks on LinkedIn - https://www.linkedin.com/company/nebula-snacks/
Nebula Snacks on Facebook - https://www.facebook.com/nebulasnacks
Nebula Snacks on Instagram - https://www.instagram.com/nebulasnacks
Nebula Snacks on X - https://x.com/nebulasnacks
Nebula Snacks on TikTok - https://www.tiktok.com/@nebulasnacks
…
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 Sweet Beginnings: David's Journey with Sweets
05:39 - From Fad Diets to Sustainable Solutions
07:59 - Crafting the Perfect Sugar-Free Chocolate
12:00 - Experimentation and Flavor Development
18:44 - Customer Feedback and Flavor Evolution
24:23 - Understanding Blood Sugar and Health Benefits
34:28 - Understanding Blood Sugar and Snacking
35:41 - Customer-Centric Product Development
37:12 - The Challenges of Manufacturing
40:19 - Lessons from Digital Marketing Experience
42:37 - Key Lessons from Three and a Half Years
45:54 - Advice from CPG Leaders
53:37 - Personal Snacking Preferences
57:53 - A Better World Through Food
01:03:37 - Closing Thoughts and Future Aspirations
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
1 hr 4 min
June 05, 2025CPG Samples Box with Jordan Buckner of FoodBevy
In this conversation, Jordan Buckner discusses the launch of the Food Bevy Insider Box, a curated quarterly subscription service designed to help CPG industry professionals discover and sample emerging brand’s products. Jordan explains how the products are selected, the importance of community feedback in the selection process, and the customizability of the boxes, including vegan and gluten-free options. Gage and Jordan then discuss trends in the food industry, including the growing demand for better-for-you options. The dives into Jordan’s CPG experience, including his related online community, FoodBevy, which offers free resources for CPG entrepreneurs, and his corporate gifting service Joyful Co. The conversation then wraps up with Jordan sharing his mission of supporting founders to create a better world through sustainable business practices.
Takeaways:
The Insider Box features up to 15 emerging CPG products each quarter.
It's designed for industry professionals like retail buyers, media, entrepreneurs, and investors, etc.
The box addresses the challenge of trying new products you can’t find locally without having to commit to large online orders.
Curating products involves leveraging the large FoodBevy community and by soliciting community and Insider subscriber feedback and suggestions.
Future features may include community voting on products to include in the box, customization to your quarterly box, and more.
The focus is on shelf-stable products to simplify shipping logistics, though in colder months some harder-to-ship products, like chocolate, might be included.
Vegan and gluten-free options are available and will have heavy overlap with the regular box.
Shipping refrigerated or frozen products presents significant challenges.
There's a growing trend for better-for-you candy options in the market.
Building community is essential for the food industry.
Supporting founders helps sustain innovative businesses.
Leveraging past experiences can lead to new opportunities.
A clear purpose can guide multiple business ventures so they work together, synergistically.
Helping businesses stay in business leads to greater impact.

Sound Bites:
"I end up wanting to support all these founders, but not ever being able to actually try the product.”
“So it's easy to just try one sample of a product before you decide whether or not to buy a whole case, and it gives people access to products all across the country that they can't find locally.”
“I’m curating the boxes based on kind of where I see trends are moving and where, which like new categories are really growing, what people would be interested in.”
“I feel like we have yet to see how big the better-for-you-candy market is going to blow up, because so many people have candy nostalgia and want their sweet treats, but they're getting tired of filling themselves with all the sugars and artificial coloring.”
“I love doing things that help people live a better life and build like successful products and businesses.”
“I’m always thinking, how can I help the larger community as well?”
"I love helping founders be successful."
"I'm in the business of keeping founders in business."

Links:
Jordan Buckner on LinkedIn - https://www.linkedin.com/in/jordanbuckner
Insider Box by FoodBevy - https://insider.foodbevy.com
FoodBevy - https://www.foodbevy.com
FoodBevy on Facebook - https://www.facebook.com/foodbevy
FoodBevy on Instagram - https://www.instagram.com/foodbevy
FoodBevy on YouTube - https://www.youtube.com/channel/UCenY4faC-_51rfYjWUgEGAQ
Joyful Co - https://joyfulco.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

Chapters:
03:00 - Introduction to Food Bevy Insider Box
05:51 - The Concept Behind the Insider Box
09:12 - Curating Products for the Box
11:55 - Unique Products and Trends
15:04 - Future Features and Community Engagement
17:53 - Vegan and Gluten-Free Options
21:02 - Challenges of Shipping and Product Selection
26:57 - Innovative Preservation Technologies
32:32 - The Insider Box Experience
38:21 - Building Community Through Food
44:13 - Leveraging Past Experiences
47:38 - Creating a Better World Through Support
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
51 min
May 28, 2025Design of Impact with Justin Ahrens of Rule 29
In this conversation, Justin Ahrens and Gage discuss the profound impact of design on the human condition, emphasizing the importance of understanding the real problems that design can solve. They explore the shift from a shareholder to a stakeholder economy, the role of data in design, and the significance of design thinking in creating sustainable and measurable impact. Through real-world examples, they illustrate how thoughtful design can enhance everyday experiences and contribute to social good, while also reflecting on their shared journey within AIGA and the Design for Good movement. In this conversation, Gage and Justin Ahrens discuss the importance of breaking down silos in design initiatives, the methodologies for design for impact, and the holistic approach to design that considers the environment and human experience. They explore the role of creativity in various aspects of life and work, emphasizing that design extends beyond traditional boundaries. They wrap up by sharing their exciting projects they’re working on, now and in the future, and their vision for a better world through intentional design and community engagement.

Takeaways:
Design can impact the human condition in various ways.
Understanding the real problem is crucial in design.
Data should not overshadow the human aspect of design.
Shifting to a stakeholder economy encourages humane decision-making.
Design thinking can lead to sustainable and measurable impact.
Good design often goes unnoticed but is essential.
Accessibility in design benefits everyone, not just specific groups.
AIGA has been instrumental in shaping Justin’s and Gage’s careers in design.
Real-world examples highlight the importance of thoughtful design.
Design initiatives often operate in silos, missing opportunities for collaboration.
Holistic design considers the environment, economy, and the human experience.
Creativity is not limited to traditional design; it encompasses all aspects of life.
Designing a business involves intentionality and awareness of impact.
The importance of ethical considerations in client projects.
Engaging with communities enhances the design process and outcomes.
We must all remain open to conversations where there might be some tension if we hope to understand each other.
Sharing experiences and insights can inspire others and foster community.
Sound Bites:
"How can we use design to make impact in the world around us?”
“The layer of design that is most inspiring to me is a design approach that somehow impacts the human condition.”
“Reminding ourselves that there's real people behind the data is always important.”
“Design can change the world, for better or worse.”
"Good design is invisible."
"What gets measured gets improved."
"AIGA has changed my career."
"Design for good needs to be accessible, and consider accessibility."

Links:
Justin Ahrens on LinkedIn - https://www.linkedin.com/in/justinahrens/
Rule 29 - https://www.rule29.com/
Rule 29 on Facebook - https://www.facebook.com/rule29
Rule 29 on Instagram - http://instagram.com/rule29
Rule 29 on X - https://twitter.com/rule29
Rule 29 on Dribble - https://dribbble.com/rule29
Rule 29 on LinkedIn - https://www.linkedin.com/company/rule29/
…
O’Niel Printing - https://oneilprint.com/
Design Of Podcast - https://podcasts.apple.com/us/podcast/design-of-podcast/id1031393077
The Creative Shit Show Podcast - https://podcasts.apple.com/us/podcast/the-creative-shit-show/id1620792732
Running Ahrens Podcast - https://podcasts.apple.com/us/podcast/running-ahrens/id1808363470
…
Path to Impact Workbook (English) - https://www.dropbox.com/scl/fi/kmklu1ah5e9xaivkj7igw/P2I-WorkbookBooklet-ENG-190711-v4.pdf?rlkey=q2clwoo6w27olqefx0y77tx0l&dl=0
Path to Impact Workbook (Spanish) - https://www.dropbox.com/scl/fi/q0tcw0evjjlo4evktt92i/P2I-WorkbookBooklet-SPN-190711-v4.pdf?rlkey=u5j9telwiyvzaksmczlbv4vap&dl=0
...
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 - Defining Impact in Design
06:03 -The Human Condition and Design Thinking
09:11 - The Role of Data in Design
11:55 - Shifting from Shareholder to Stakeholder Economy
15:01 - Design Process for Sustainable Impact
17:53 - Real-World Examples of Design Impact
21:05 - Design for Good and AIGA
24:08 - Building a Legacy through Design
30:41 - Breaking Down Silos in Design for Good
36:00 - Designing for Impact: Methodologies and Practices
41:55 - Holistic Design: The Environment and Human Experience
48:47 - Creativity Beyond Traditional Design
57:09 - Looking Ahead: Excitement and Future Projects
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
1 hr 4 min
May 22, 2025Farmers Are Entrepreneurs with Hayley and Stephanie Painter of Painterland Sisters
In this conversation, Hayley and Stephanie Painter, co-founders of Painterland Sisters, share their journey as fourth-generation organic dairy farmers. They discuss their childhood experiences on the farm, the values instilled in them, and how these experiences shaped their approach to business and agriculture. The sisters emphasize the importance of community, integrity, and creating nutrient-dense products, like their Skyr yogurt. They reflect on the challenges and perceptions faced by farmers and the entrepreneurial spirit that drives their mission to connect consumers with quality food sourced from family farms. In this conversation, Hayley and Stephanie Painter discuss the importance of empowering farmers through education, community connection, and financial incentives. They emphasize the role of mentorship in agriculture, the power of storytelling to connect consumers with their food sources, and the impact of funding on their brand's future. They also share personal insights and advice, culminating in their vision for a better world through sustainable agriculture.

Takeaways:
Growing up on a farm instills deep-rooted values and work ethic.
Childhood experiences on the farm shape adult perspectives and business practices.
Traveling broadens horizons and influences business decisions.
Farmers are inherently entrepreneurs, learning business from family traditions.
Integrity in farming leads to better quality products.
The importance of community and relationships in agriculture.
Understanding the balance of nature is crucial for sustainable farming.
Education can challenge traditional farming practices and perceptions.
Creating nutrient-dense products is a priority.
The journey of building a business involves learning from failures.
Farmers are reacting a lot of times and doing the best they can with the situations that they're in.
It's all about the process and spectrum of betterment for the land.
There are many programs that provide financial incentives for farmers.
Our dream is to get all farmers more financially stable.
Mentorship plays a crucial role in agriculture.
Storytelling is powerful in connecting consumers to their food.
Funding helps us build credibility and stability for our brand.
A better world means diversity in agriculture and food supply chains that are thriving for future generations.
We need to keep farmers farming to ensure food security.

Sound Bites:
“Farming is literally our roots and our DNA."
"We grew up on hard work and community, love, family, and being connected to nature.”
"Farmers are entrepreneurs. We watched our parents and our grandparents run the farm, which is a business. It's was our first education.“
"We learned business isn't just transactional."
“Our goal is to provide the most nutrient dense product we can. So we choose to keep all those nutrients in there instead of extracting and selling them off as byproducts and replacing them with fillers.
"We like to give the credit back to the farmers.”
“There are a lot of programs with financial incentives out there right now, to help farmers make improvements they may not be able to financially afford otherwise. These grants have really helped them.”
“We can have all the information we want about regenerative organic agriculture and all these big concepts, but if you don't know how to like make that information digestible and fun, it's not going to hit the way it needs to.”
“A better world is a world with diversity, equity, and parity across the food supply chain.”
"Keep farmers farming first and foremost."

Chapters:
03:00 - Roots of Farming: A Family Legacy
05:59 - Childhood Adventures and Life Lessons on the Farm
09:00 - The Dual Nature of Farm Life: Balancing Tradition and Exploration
14:59 - Pride in Agriculture: Overcoming Societal Perceptions
21:08 - Education and Entrepreneurship: Building a Business from the Ground Up
27:00 - Creating Nutrient-Dense Products: The Journey to Skir Yogurt
32:51 - The Integrity of Farming: Maintaining Quality in Production
39:25 - Empowering Farmers Through Education and Connection
42:48 - Financial Incentives and Sustainable Practices
46:56 - Mentorship and Community in Agriculture
51:02 - The Power of Storytelling in Agriculture
53:53 - Funding and Future Vision for the Brand
57:56 - Personal Insights and Advice
62:59 - A Better World Through Agriculture
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
1 hr 8 min
May 15, 2025The Growth of Organic with Matthew Dillon of Organic Trade Association
In this conversation, Matthew Dillon, co-CEO of the Organic Trade Association, discusses the growth and challenges of the organic industry. He highlights the importance of generational shifts in consumer behavior, particularly among Millennials and Gen Z, who are increasingly committed to organic products. Dillon emphasizes the need for investment in infrastructure to support domestic organic production and the role of advocacy in shaping policies that benefit the organic sector. The conversation also touches on the evolution of organic quality and the economic impact of organic farming on rural communities. In this conversation, Matthew Dillon discusses the Organic Trade Association's (OTA) efforts to drive organic agriculture forward through legislative initiatives, transparency, and community engagement. He emphasizes the importance of collaboration among stakeholders in the organic sector, the need for integrity in growth, and the role of vulnerability in building trust. Dillon also highlights the significance of investing in future generations and the power of community in overcoming challenges and fostering change.

Takeaways:
The OTA serves the organic sector from seed to shelf.
Organic industry growth is driven by generational shifts in consumer preferences.
Millennials and Gen Z are more committed to organic products than older generations.
Success in agriculture should be measured in succession, not just immediate returns.
The quality of organic products has significantly improved over the years.
Domestic organic production faces challenges due to reliance on imports.
Investment in infrastructure is crucial for the growth of the organic sector.
Organic farming can positively impact rural economies and biodiversity.
Advocacy for organic standards and funding is essential for the sector's future.
The return on investment for organic programs is significant for the economy. OTA is focused on driving organic agriculture forward through legislative efforts.
Transparency and trust are crucial for the organic sector's integrity.
Integrity in growth requires balancing desirability with feasibility.
Cultivating a culture of collaboration is essential for the organic movement.
Community and advocacy play a vital role in the success of organic businesses.
Investing in future generations is a responsibility of the organic sector.
Hopelessness can be transformed into action through community support.
Vulnerability is necessary for building trust in brands.
Continuous improvement is key to maintaining the integrity of organic standards.
The organic movement is about more than just farming; it's about creating a better world.

Sound Bites:
"Organic food in the U.S. grew to a $71.6 billion market in 2024."
"90 % of Millennials and Gen Z are either committed or highly aspirational organic consumers"
"Success has to be measured in succession."
"OTA is helping drive organic forward."
“If you're not at the table, you're on the menu.”
"Integrity requires vulnerability."
“That continuous improvement in integrity is essential to that consumer trust.”
“He said, it's time for us as an industry to re-embrace the movement. We didn't tell him to say it, but we were like, yes!That's the value of joining OTA. Come be part of a movement.”
“Every $1 invested in USDA National Organic Program staff and operations yields over $3,000 in retail value for the U.S. economy.”
"Raise the soil for all farms."
"Planting trees for future generations."
“A society grows great when old men plant trees whose shade they know they shall never sit in.”
"Community is the engine for transformation."
"Hope is not a good strategy on its own."

Links:
Matthew Dillon on LinkedIn - https://www.linkedin.com/in/sustainmdillon/
Organic Trade Association (OTA) - https://ota.com/
Organic Trade Association (OTA) on Facebook - https://www.facebook.com/OrganicTrade
Organic Trade Association (OTA) on Instagram - https://www.instagram.com/organictrade/
Organic Trade Association (OTA) on X - https://x.com/organictrade
Organic Trade Association (OTA) on YouTube - https://www.youtube.com/@OrganicTradeAssoc
Organic Trade Association (OTA) on LinkedIn - https://www.linkedin.com/company/organic-trade-association/
…
OTA’s Organic Market Report 2025 - https://ota.com/OrganicMarketReport
TOPP Impact Report 2024 - https://www.organictransition.org/impact-report/
…
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 Organic Trade Association (OTA)
05:26 - Growth of the Organic Industry
09:39 - Generational Shifts in Consumer Behavior
13:11 - The Evolution of Organic Quality
17:52 - Challenges and Opportunities in Domestic Organic Production
22:35 - Infrastructure Needs for Organic Growth
27:22 - The Role of Investment in Organic Infrastructure
31:20 - The Future of Organic Advocacy and Policy
34:29 - Driving Organic Forward: Legislative Efforts and Challenges
39:54 - The Importance of Transparency and Trust in Organic
44:13 - Integrity in Growth: Balancing Desirability and Feasibility
49:31 - Cultivating a Culture of Collaboration in Organic
55:34 - The Value of Community and Advocacy in Organic
61:38 - Investing in the Future: Intergenerational Responsibility
01:01:05 - Harnessing Hopelessness: Community as a Catalyst for Change
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
1 hr 12 min
May 07, 2025Yerba Mate - A Magical Leaf with Jennifer Brush of Guayaki, now Yerba Madre
In this conversation, Jen Brush, VP of Innovation and Product at Guayaki, discusses the origins and benefits of Yerba Mate, the evolution of Guayaki's product offerings, and the brand's commitment to sustainability and community. The conversation explores the challenges of navigating the beverage market, building brand loyalty, and the exciting transition to the new brand name, Yerba Madre, which reflects the company's mission and heritage. We touch on the brand’s commitment to shade-grown Yerba Mate, which takes more time and money but yields a better product and is better for the environment than sun-grown Yerba Mate. Jen also shares her personal journey with Lupus and how it influences her perspective on innovation and the food industry. We then wrap up by talking about the growing tea movement and the importance of a people-centric business model in creating a better world.

Takeaways:
Yerba Mate is a unique, naturally caffeinated leaf with health benefits.
Guayaki, now Yerba Madre, prioritizes sustainability and community relationships.
The brand aims to make Yerba Mate accessible to all consumers.
Product innovation is guided by consumer preferences and market trends.
Building brand loyalty is essential for success in a competitive market.
The convenience store channel presents new opportunities for growth.
Guayaki’s, now Yerba Madre’s, bright yellow branding helps it stand out on shelves.
The company has a strong community of brand ambassadors.
The transition to Yerba Madre reflects the brand's evolution and heritage, and aims to enhance brand recognition.
Focus on product quality is key to retaining customers.
Shade-grown Yerba Mate is better for the environment and flavor.
A people-first approach leads to positive business outcomes.
The tea industry is experiencing significant growth and innovation.
Personal health experiences can shape professional perspectives.
Collaboration and partnerships are key to impact initiatives.
Continuous improvement is essential in business practices.
Community engagement is vital for a better world.
Kindness and empathy can create a positive impact.

Sound Bites:
"Yerba Mate is a naturally caffeinated leaf."
"It has both caffeine and theobromine (found in chocolate), and offers a more smooth form of energy with less jitters and less crash. So it’s a magical leaf and tree."
“My goal is to create products that have a little bit for everyone. If we're going to drive awareness about our brand, our mission – the devotion we have to our people and our Yerba Mate – we want to meet people where they are, right?”
“Our Ambassadors are brand loyalties. They’ll tell you that Guayaki has changed their life. Not just the products, but the brand and what we’ve done and where’ve we’ve been.”
"Yerba Madre means mother herb in Spanish."
"The more the merrier in the Yerba Mate category. We want to build a category and we want more people to know about the magic of Yerba Mate.”
"She told me to always lead with yes. And she would say, yes is the answer.”
"I think a better world really puts people at the center of what you do and how you think. Be kind and empathetic. I think that that trickles down organically.”

Links:
Jennifer Brush on LinkedIn - https://www.linkedin.com/in/jennifer-brush-05a8444/
Guayaki, now Yerba Madre - https://yerbamadre.com/
Yerba Madre on Instagram - https://www.instagram.com/yerbamadre/
Yerba Madre on TikTok - https://www.tiktok.com/@officialyerbamadre
Yerba Madre on YouTube - https://www.youtube.com/@drinkyerbamadre
Yerba Madre on Reddit - https://www.reddit.com/user/OfficialYerbaMadre/
Yerba Madre on LinkedIn - https://www.linkedin.com/company/yerba-madre/
…
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 Yerba Mate and Guayaki, now Yerba Madre
06:05 - The Unique Flavor and Health Benefits of Yerba Mate
08:55 - Guayaki's, now Yerba Madre’s, Product Evolution and Innovation Strategy
12:05 - Navigating the Beverage Market and Retail Challenges
15:12 - Building Brand Loyalty and Community Engagement
18:02 - The Future of Guayaki: New Branding (Yerba Madre) and Product Launches
35:05 - Rebranding and Heritage in Yerba Mate
38:31 - Sustainability and Impact Initiatives
42:07 - Regenerative Practices and Biodiversity
45:09 - People-Centric Business Models
52:25 - Personal Insights and Industry Trends
60:23 - Advice and Personal Favorites
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
1 hr 6 min
May 01, 2025Healthy Snacks for the Family with Vilma Livas of Nature’s Bakery
In this conversation, Vilma Livas, Chief Marketing Officer at Nature's Bakery, discusses the brand's purpose of providing healthier snack options for families and the importance of convenience, taste, and value in their product development process. We touch on the impact of the company's acquisition by Mars and how it has allowed for growth and innovation, particularly with new products like the Oatmeal Crumble and Hearty Bar. Vilma shares insights into her consumer-centric approach to product development and the importance of both consumer insights and retail partnerships in launching new products in the CPG industry. She shares the background behind the development of Nature's Bakery's newest innovation — the Hearty Bar. Then we wrap up by discussing Vilma’s involvement with Women on Boards, advocating for greater representation of women in leadership roles, and her vision of a better world which includes democratizing access to healthy food options for all consumers.

Takeaways:
Nature's Bakery aims to nourish families and make healthy snacking accessible.
The brand focuses on convenience, offering products that are easy to consume on the go.
Consumer research revealed a full family audience for their snack bars, from toddlers to grandparents.
The product design emphasizes great taste and better-for-you attributes.
The acquisition by Mars has provided resources for scaling and innovation.
Nature's Bakery maintains a commitment to its brand purpose despite ownership changes.
The product development process starts with identifying consumer needs and iterating ideas.
Collaboration with diverse teams enhances creativity in product development.
The Oatmeal Crumble was developed to address the need for convenient breakfast options.
A consumer-centric approach is crucial for successful product innovation. It's crucial to put personal bias aside for better outcomes.
Retailers have their own goals that must be understood.
Empathy in business relationships leads to better partnerships.
Involving retailers early in product development increases success.
Healthy snacks must appeal to both parents and children.
Women are underrepresented in board positions despite their influence.
Accessibility to healthy food is a significant issue.
Consumer demand drives the need for better food options.

Sound Bites:
“Everything we do is this balance of three things that we hold dear: 1 - great taste; 2 - better-for-you; and 3 - accessibility.”
“Start with the consumer. What's the job to be done? What is the problem we're trying to solve here?”
“Being owned by a much larger organization has allowed us to accelerate the rate at which we can scale.”
“Stay focused on the goal, not the path that we're taking to get there.”
"Retailers are gatekeepers to the shelf."
"Be empathic, show up and learn."
"Kids are very discerning about their snacks."
“If you think about the purchasing power of women, you would expect to see that they also influence the direction and course of companies, but they're not at the table.”
“A better world is one where we've democratized better for you food, by making it available and accessible to all.”

Links:
Vilma Livas on Linkedin - https://www.linkedin.com/in/vdlivas/
Nature’s Bakery - https://naturesbakery.com/
Nature’s Bakery on Instagram - https://www.instagram.com/naturesbakery/
Nature’s Bakery on Facebook - https://www.facebook.com/naturesbakery/
Nature’s Bakery on TikTok - https://www.tiktok.com/@naturesbakery
Nature’s Bakery on YouTube - https://www.youtube.com/@naturesbakery1316
Nature’s Bakery on LinkedIn - https://www.linkedin.com/company/nature-s-bakery/
…
Women on Boards - https://www.wobproject.com/
Women on Boards on LinkedIn - https://www.linkedin.com/company/wob-project/
…
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 Nature's Bakery and Brand Purpose
06:03 - Understanding the Family Focus in Healthy Snacking
08:58 - The Importance of Convenience and Product Design
12:12 - Balancing Taste, Value, and Health in Product Development
14:55 - Navigating Brand Growth and Acquisition Challenges
18:07 - Leveraging Resources from Larger Corporations
21:08 - Innovations: Oatmeal Crumble and Hearty Bar
23:51 - The Product Development Process Explained
26:56 - Iterating Ideas and Consumer-Centric Design
32:30 - Consumer Insights and Retail Partnerships
38:12 - Innovating with the Hearty Bar
43:28 - Empowering Women on Boards
48:38 - Personal Favorites and Future Trends
53:47 - A Better World Through Accessible Food
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
59 min
April 24, 2025Candy with Character with Michael Fisher of Rotten
In this conversation, Michael Fisher, founder and CEO of Rotten, shares his journey of building a candy brand from scratch with zero experience in the industry. He talks about the initial trap that many startup CEOs fall into, himself included, of chasing the symbols of success instead of focusing on the business fundamentals. Michael then shares his personal connection to candy and the creative process behind building a brand narrative that emotionally resonates with consumers. During the conversation, we touch on the power of learning from advisors, the role of Kickstarter in validating his product concept, and his focus on healthier ingredients while maintaining great taste. Michael also shares insights on creative collaboration, the challenges of competing in the candy industry, including navigating legal issues with larger brands, and his vision for a better world through diverse product options.
Key points from this episode:
Transitioning from a startup CEO mindset to a real business is crucial.
Learning from advisors and networking is key to success.
Kickstarter served as a validation tool for Rotten's concept.
A personal connection to candy inspired the brand's focus.
Building a brand narrative is essential in a competitive market.
World-building with engaging characters enhances brand identity through rich and engaging storytelling.
The candy industry is brand-dominated, requiring strong branding to compete for loyalty.
A significant portion of consumers are purchasing less candy due to health concerns.
The brand aims to attract consumers who have never purchased better-for-you candy before.
Formulation challenges are common when creating healthier candy options.
The brand has undergone multiple reformulations to improve product quality.
Legal challenges from larger brands can be daunting, but also indicate market presence.
The goal is to provide consumers with better options that taste great.
A better world means offering diverse food options, including healthier choices.

Sound Bites:
"It's really hard to remember that there isn’t a playbook. What's going to work for your brand is going to be a unique path."
"I stopped buying a lot of candy, actually, and I missed it. I missed the experience of eating candy.”
"I really wanted to have a focus on building a strong brand that people could love."
"We have worlds that haven't been explored, you know, Freektopia and all these fun places.”
“More than a third of consumers in our category, non-chocolate candy, reported purchasing less candy over the last year. And the number one reason they report that is health and diet concerns."
“We are showing that there is demand from people and people are willing to pay a premium for candy that still tastes incredible and gives them some of these health benefits.”
“We're gonna win here is if someone eats our candy and it's their favorite candy, regardless of the health benefits."
"So that was a fun time for me to play around in my kitchen, but I quickly learned that it's a very technical product to make."

Links:
Michael Fisher on LinkedIn - https://www.linkedin.com/in/michael-fisher1/
Rotten - https://eatrotten.com/
Rotten on Instagram - https://www.instagram.com/eatrotten/
Rotten on Tiktok - https://www.tiktok.com/@eatrotten
Rotten on YouTube - https://www.youtube.com/@eatrotten
Rotten on LinkedIn - https://www.linkedin.com/company/eatrotten/posts/
…
Dr James Richardson - Evolve CPG episode 74 - https://modernspecies.com/brands-for-a-better-world-podcast/focus-on-your-fans-dr-james-richardson-premium-growth-solutions?rq=ramping
Ramping Your Brand Book - https://www.rampingyourbrand.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

Chapters:

03:00 Introduction to Michael Fisher and Rotten
06:09 The Transition from Startup CEO to Real Business
08:49 Learning the CPG Landscape
12:00 The Role of Advisors and Networking
14:59 Kickstarter: A Launchpad for Validation
18:11 Personal Connection to Non-Chocolate Candy
21:05 Building a Brand with a Narrative
23:55 World Building in Brand Development
28:31 Creative Collaboration in Candy Design
31:49 Building Emotional Connections with Consumers
33:01 Competing in the Candy Industry
39:05 Formulation Challenges and Product Development
47:42 Navigating Legal Challenges with Big Candy
53:39 A Vision for a Better World through Options
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
57 min

About Brands for a Better World (formerly Evolve CPG)

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We're bringing you the stories behind the people and products building a more just, healthy, and regenerative future for us all. Tune in weekly and together, we’ll learn about why these better…

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About Brands for a Better World (formerly Evolve CPG)