In this conversation, Rifle Hughes shares his extensive experience in the food and beverage industry, discussing his career journey from telecom to consulting. He emphasizes the importance of cross-functional teams and the need for brands to balance passion with professionalism. Rifle also highlights the differences between emerging and established brands, the significance of timing in innovation, and the evolving landscape of trade shows. He advocates for a strategic approach to growth and innovation, urging brands to consider their existing strengths while exploring new opportunities.