Pedro Lamarre is the Co-founder of Wave, an innovative beverage company known for its organic, lightly carbonated refreshers infused with coconut water. Before co-founding Wave, he had a background in health and wellness, which influenced the brand's commitment to offering low-calorie, no-added-sugar drinks. Since its launch in February 2024, Wave has aimed to provide consumers with healthier beverage options that are both refreshing and flavorful. Pedro's passion for health-conscious products drives Wave's mission to innovate within the beverage industry.

Jennifer Draz is the Senior Digital Marketing Manager at Kerry, where she oversees digital strategies for brands such as Big Train, Oregon Chai, and Golden Dipt. With a robust background in digital marketing, Jennifer has been instrumental in enhancing brand visibility and engagement across various digital platforms. Her leadership has significantly contributed to the growth and recognition of these brands in the competitive food and beverage industry. Jennifer's expertise lies in crafting innovative marketing campaigns that resonate with consumers and drive business success.

Peter Gialantzis is the Chief Merchandising Officer at Pod Foods, a logistics-enabled, data-powered B2B marketplace for wholesale food distribution. With experience at powerhouse retailers like Whole Foods and Lucky’s Markets and leadership roles at KeHE, he brings a wealth of industry knowledge to Pod Foods. Peter is passionate about using real-time data and analytics to empower brands and retailers, striving for a grocery ecosystem prioritizing accessibility to quality foods. A believer in disruptive innovation, he aims to shift market share from large to smaller, innovative CPG brands, fostering growth and consumer choice in the retail landscape.

Steven Singer is the Founder and CEO of Fody Foods, a brand dedicated to providing gut-friendly, low-FODMAP products for people with digestive issues. Before Fody Food, he co-founded Glutino in 1999, a pioneering gluten-free brand that grew to annual sales of over $65 million before its acquisition in 2011. A Montreal native, Steven attended McGill University and initially worked as a textiles salesman before venturing into the specialty food sector. Under his leadership, Fody Foods has expanded its distribution to over 8,000 stores across North America, including major retailers like Whole Foods and Walmart.

Mika Shino is the Founder and CEO of Issei, a brand that has reimagined the gummy candy world with a heartfelt mission. Of Japanese heritage, Mika ventured into entrepreneurship to offer her children healthier candy options inspired by her native mochi. Her innovative product, the world’s first shelf-stable mochi gummies, has earned acclaim as the most innovative among thousands. With a profound background at the UN, Mika embeds a message of cultural inclusivity and the celebration of immigrant voices in her confections. Her journey from kitchen experiments to retail success embodies passion, heritage, and the power of a mother's love.

In this episode…

The food and beverage industry is more competitive than ever, with brands fighting for consumer attention in a crowded market. So, how do emerging brands stand out while staying true to their mission and values? At Expo West, some of the most innovative food and beverage leaders shared their insights on navigating this challenge while creating products that truly resonate with consumers.

Health and wellness advocate Pedro Lamarre emphasized the importance of differentiation and branding, positioning his product as a refresher rather than a traditional sports drink. Jennifer Draz, a marketing leader in the organic beverage space, highlighted the power of live consumer engagement and strategic sampling to build brand loyalty. Peter Gialantzis, a trend expert, noted a shift toward simple, high-protein ingredients, while Steven Singer, a pioneer in digestive health, stressed the importance of addressing consumer dietary needs with gut-friendly products. Mika Shino, an innovator in the sweets sector, shared how storytelling and cultural connections can make a product stand out.

In this episode of the Firebelly Social Show, Duncan Alney interviews renowned leaders about trends, challenges, and strategies in the food and beverage industry. They discuss the challenges of launching a new beverage, the return of dairy and organic-focused products, and insights into the growing demand for simple, nutrient-rich foods. They also explore the impact of digestive health on consumer choices and reflect on the power of cultural storytelling in branding.