The Irresistible Factor

Innovation often stems from personal challenges—and for Dr. Farnoush Fadavi (Dr. Fay) and Dr. Arash Aftabi (Dr. Artie), their journey from dental specialists to supplement entrepreneurs was fueled by resilience, passion, and a desire to help others.

In this episode, we dive into how a life-altering injury led Dr. Fay to discover the power of enzymes for recovery, sparking the creation of Bala Enzyme—a natural anti-inflammatory supplement now found in over 2,000 stores. From navigating the challenges of launching a CPG brand to overcoming barriers as a female founder, Dr. Fay and Dr. Artie share their biggest lessons, wins, and what’s next for Bala.

What You’ll Learn:
- How a traumatic injury shifted Dr. Fay’s career and led to the birth of Bala
- Why bromelain, papain, and turmeric are the key to Bala’s inflammation-fighting formula
- The challenges of launching a CPG brand—including fundraising hurdles for female founders
- Why educating consumers on natural supplements is crucial for long-term success
- How strategic sampling and retail expansion have fueled Bala’s growth

About Bala Enzyme:
Founded by two dental specialists, Bala Enzyme is a powdered supplement designed to reduce inflammation, support recovery, and promote gut health. Available in H-E-B, Bristol Farms, and Amazon, Bala is on a mission to become the natural alternative to ibuprofen.

Tune in now to hear their inspiring journey! 

A 5 year milestone for Laurel Orley!

Starting a CPG brand is no small feat, and keeping it going is truly something to celebrate!  Laurel Orley, founder of Daily Crunch, knows this firsthand. Before launching her brand, she spent years in corporate America working with major brands like Dove and Unilever. Her career in marketing provided an incredible foundation, yet she longed for something more personal. Her Aunt had been making sprouted nuts for years, and when the opportunity arose to turn those nuts into a real business, she took the leap, co-founding Daily Crunch in 2019.  As the brand nears its five-year anniversary, Laurel reflects on the challenges and lessons that have shaped her journey.

Here's what you won't want to miss: 

Here’s what you’ll take away from this episode:

• Resilience is everything. The food industry is full of “no’s,” but Laurel’s approach? Keep pushing forward—two steps at a time. 
• Thick skin is a must. Not everyone will believe in your vision, and that’s okay. The key is knowing which feedback to take and which to tune out. 
• Messaging makes the difference. Health benefits matter, but taste and texture drive consumer love—something Laurel learned by staying in constant conversation with her audience. 
• The right team changes everything. Hiring seasoned pros and learning to delegate have been crucial for growth. 
• Airports became an unexpected win. Daily Crunch found a powerful. consumer base in travel hubs, proving that great placement can be anywhere.
• Cold outreach works. A well-timed LinkedIn message helped bring in key investors.
• Community is everything. Seeking out mentors and peer groups has made the journey less lonely and more rewarding.
• Not all advice is good advice. Staying true to your brand’s core values is more important than chasing every trend.
• Self-care isn’t optional. Burnout is real, and balance is the key to longevity.

Tune in as Laurel reflects on five years of lessons, grit, and growth—this is one you don’t want to miss!

In this episode of The Irresistible Factor, Kristi talks with Josh Rogers, Founder and CEO of Ancient Drinks, to explore how he turned frustration with sugary sports drinks into a groundbreaking beverage brand inspired by history’s first hydration formulas. Drawing on his background in branding and product development, Josh reveals the challenges of launching a health-focused brand in the crowded beverage market and the unwavering tenacity it takes to stay true to a mission of integrity and innovation. 

Josh shares his journey of creating Ancient Drinks, from brewing recipes in his kitchen that are rooted in real ancient health practices. With a clear focus on values and strategy, Josh dives into why starting with a strong brand foundation (a sometimes tough investment for a start-up) is absolutely critical. They also dig into how being a “polarizing” brand can help a brand stand out in a crowded category.

Tune in for a conversation packed with inspiration, expert advice, and actionable insights for aspiring CPG entrepreneurs.

Here’s what you won’t want to miss:

• The importance of starting with a solid brand foundation to guide every decision 
• Just how important having a mission and staying true to it is, even when cost-cutting is tempting. 
• Josh’s insights on navigating the competitive beverage market and why not being a brand for everyone is key to success.
• Ancient Drinks’ innovative plans for product expansion, including new SKUs, “Power Dust” powders, and customizable flavor boosters.
• Josh’s advice for founders: Believe deeply in your vision, filter advice carefully, and focus on learning and scaling with purpose.

"The biggest challenge is really getting through these gatekeepers who don’t understand our culture."

In this episode of The Irresistible Factor, I sit down with Bricia Lopez, Co-Founder of I Love Michelada, to explore her inspiring journey from growing up in her family’s Oaxacan restaurant in Los Angeles to building a thriving michelada brand. Raised in the restaurant business, Bricia was immersed in food culture from a young age, but it wasn’t until customers began requesting to buy the restaurant’s signature michelada mix that she saw an opportunity. Along with her brother, Fernando, she turned their family recipe into a business.

Bricia recounts how they went from filling tequila bottles with their homemade mix to launching I Love Michelada, now available in major retailers. In this conversation, she shares the challenges and triumphs of transitioning from restaurant owners to CPG entrepreneurs.

We dive into the obstacles Bricia faced, including navigating distribution hurdles, supply chain issues, and educating retailers on a product that was still unfamiliar to many. She also discusses her focus on expanding I Love Michelada’s offerings and building a strong community around the brand.

Here’s what you won’t want to miss:

• How Bricia and Fernando transitioned from running a restaurant to building a CPG brand.
• The importance of creating systems to support business growth.
• Bricia’s vision for expanding I Love Michelada’s reach while staying true to its cultural roots.

Join us as Bricia offers valuable insights into building a brand that not only represents her culture but also brings the joy of micheladas to fans across the country!

"I wanted more in life, meaning a purpose. why am I getting up in the morning?"

In this episode of The Irresistible Factor I sit down with Kathrin Henon, Founder and CEO of Planet-Bake. Kathrin shares her unique journey from being in the fashion industry  to launching a health-conscious dessert brand that offers sugar-free, gluten-free, and vegan doughnuts. 

Kathrin is no stranger to being a founder. Her journey kicked off in New York’s luxury fashion scene, where she launched her own label. But as the industry evolved and her passion for something more meaningful grew, she made a bold pivot to something else she loved, food. Spotting a chance to help local pastry chefs thrive, she created a marketplace to help them sell their creations. 

When the pandemic struck, Kathrin’s business hit a wall. But as the saying goes, every cloud has a silver lining, and from the challenges of the COVID shutdown, Planet-Baked was born.

In this episode,  Kathrin shares her journey of bootstrapping and highlights how many entrepreneurs often overlook the critical step of understanding their profit margins from the start. We also discuss the challenges of starting a business, how her experience in fashion translates to her current role as a food founder, and her exciting plans for expanding Planet-Bake’s product line.

Here’s what you won't want to miss!

• How Kathrin transitioned from fashion to food, using design skills to create dessert
• How hands-on marketing and direct customer feedback drive the brand’s success
• How Kathrin aims to expand into more nutrition-rich dessert options across the U.S

"My fascination with food was from a place of fear rather than love. It was obsessive, toxic, and stressful."

For many founders, their journey into entrepreneurship starts with passion, a great idea, or the dream of disrupting an industry. But for Ali Bonar, the founder and CEO of Oat Haus, it began with a deeply personal struggle—her battle with multiple eating disorders. Her journey of healing and rediscovery ultimately led her to create Oat Haus, the first-ever oat-based Granola Butter, which is now shaking up the food industry.

What began as a kitchen experiment in 2017 became a business in 2018 when Ali launched Oat Haus online. But it wasn’t just the unique product that set Oat Haus apart—it was Ali’s honest, raw storytelling. Openly sharing her recovery journey on Instagram, she connected deeply with others who had faced similar struggles, building an engaged and loyal community around her brand.

In this episode, Ali talks about the unconventional ways she reached out to retailers and investors, her view on the current state of influencer marketing, and how quick and limited flavor drops drive marketing. Kristi and Ali also talk about how being a founder can feel lonely and how Ali navigates prioritizing her mental health as an entrepreneur. 

Not only is Ali an incredible entrepreneur, she is an inspiration and role model for many women. I can’t wait for you guys to hear this one!  

You’ll also hear:

• Why oats are the perfect neutral canvas for innovative flavors 
• How Oat Haus transitioned from DTC to major retailers like Whole Foods and Target 
• Ali’s business and personal goals for the next 5 years 
• What it means to create work-life balance
• Why documenting your journey is a great idea

“I always say it’s kind of like building an airplane while it’s in the air.”      

In this episode of The Irresistible Factor Whitney shares her inspiring journey of transitioning from a career in the fashion industry to launching a food brand driven by her family’s health needs. Despite her knack for baking, Whitney faced significant challenges in creating recipes that were keto, gluten-free, and sugar-free—and still delicious. 

From failed test batches to finding the perfect ingredient combinations, Whitney discusses the trial and error of product development. She also highlights the strategic lessons learned from her fashion background and the complexities of scaling a food brand in a competitive market. Tune in for a candid conversation on perseverance, the value of CPG community, and the realities of building a better-for-you food company from the ground up.

We also touched on:
- What it means to build a foundation  before scaling 
- Challenges with cash flow and sustaining growth 
- Her natural aversion to financials and how she’s overcoming it
- Why you shouldn’t be afraid to pivot and “shake things up” 
- Where she envisions her products in the next 5-10 years

“Every night, I read everybody's testimonials without fail, and I've had them since the beginning of the business. That's where the rubber meets the road, where the customer is telling you—this is my experience.” 

Andrew Salisbury transitioned from owning a software company to doing something he really cares deeply about, cultivating and selling pure, organic coffee with real health benefits. Most of us see coffee as an important kickstart our mornings or a quick pick-me-up during the day, but we rarely think about the incredible health benefits it can have. In fact, many of us feel guilty if we drink too much of it. But Andrew and Purity Coffee have a very different story to tell. 

A while back, Andrew’s wife was having real issues with fatigue and he was determined to help her figure out why.  She was a big coffee drinker and he wondered if there was any connection. He tried to convince her to drop the coffee and as any true coffee lover would do, she said a resounding “not without real evidence that this is a problem.”  As he did his research, he found very contradictory stories. Some said coffee was bad for you and some said there were true health benefits. So Andrew got curious, some might say obsessed. He met with, and then collaborated with the Institute of Coffee Studies at Vanderbilt and one of the world’s leading coffee scientists to uncover the secrets of crafting the perfect, health-boosting cup of coffee.

That was the inspiration for Purity Coffee. And as you might imagine, creating a coffee brand around the idea of health was easier said than done. Making a truly healthy coffee involves a ton of complex factors around  sourcing, growing and roasting. The good news is there are very few competitors due to the immense effort and risk, especially for farmers that need to eliminate pesticides. The bad news is, that means the story of healthy coffee really hasn’t been told and there is not only a lot of education to be done, but also a lot of myths to be busted. Andrew is actually hoping for more brands to enter the category to help legitimize it.

All that said, he’s off to an incredible start. Purity Coffee has thousands of glowing testimonials from consumers who truly feel better after switching to it, and impressive online sales. 

In this episode, we discuss Andrew's journey in learning more about coffee, Purity’s production methods, and his approach to slow and steady growth. 

We also explore:

-Starting on DTC to determine if you’re ready for retail

-Raising capital through crowdfunding

-The evolving coffee industry in the face of climate change

This episode is truly special, packed with invaluable insights. Make sure to listen all the way through.

“There are just not a lot of brands in the field that know what they're doing here. And I'm able to find products that work that i’m using in the clinic every single day. And instead of as a veterinarian gatekeeping those products, we share those products with pet parents and the public.”

Today, let's welcome the incredibly inspiring and high-spirited Zonram Liao, better known as Dr. Z – Founder and CEO of Wellnergy Pets.  Not only does Dr. Z run his own successful veterinary practice, but he's also pioneering Wellnergy, over-the-counter solutions for pets with his innovative product line. He's a trailblazer in the industry as one of the the first licensed vets to venture into this space, and his mission is clear: to bring joy to pet parents, and reduce unnecessary vet visits.  He also shares this enthusiasm on his socials, where he’s grown a very impressive following through really fun and engaging content around his clinic and his philosophy.

It is easy to pick up medicine for our kids at the pharmacy to ease their symptoms, so Dr. Z  thought: why can't we do the same for our dogs when they have stomach issues or itchy skin? Vets are always backed up, and you shouldn’t have to wait for an appointment and watch your pets’ discomfort when you can pick something up. Over-the-counter medications for pets is a pent up consumer need, and Zonram’s products offer effective solutions and preventative supplements that make caring for pets easier and more convenient.

In this episode, we dive deep into Dr. Z’s fascinating journey, from the challenges he faced as a “Parachute kid” when his parents left him and his sister in the U.S. to work in Taiwan and China, to his heartfelt reason for becoming a vet. We also explore the highs and lows of launching a pet business in such a competitive market and so much more.

Tune in for an episode filled with inspiring stories, valuable insights, and a whole lot of passion for pets and their well-being. You won't want to miss it!

Here are some of the exciting topics we cover:

• The trial-and-error process of starting a business from scratch
• Navigating the 2021 iOS update that disrupted ad performance
• His journey as an influencer and how he went from 6,000 to 84,000 followers by creating  really exciting content every day
• The benefits of participating in the SKU accelerator program

"I think humans are designed to solve problems. So I don't think those problems ever go away." - Kelsi Peterson

What a blast it was chatting with Kelsi Petterson and Cassandra Hume from Kelsi’s Kitchen today! These two amazing ladies are behind the most yummy and healthy chocolate bites, made from a raw food recipe. And they are  also on a mission to support ALS research with every bite!

Kelsi’s journey into the raw food world started when she was just 12 years old. Inspired by her mom’s transformation after a health scare, she dove headfirst into a diet of fruits, veggies, nuts, and seeds—no candy, zero! She even traveled to Puerto Rico and California with her mom to really learn about nutrition and gut health. That’s what inspired her to  turn the classic chocolate bar into her raw food delights. Kelsi, sadly lost her mom to ALS at a very young age, but was determined to carry on her legacy through Kelsi’s Kitchen. She was already a CrossFit athlete and realized that she had a strong entrepreneurial spirit. That combo led her to found Kelsi’s Kitchen and to her Co-Founder, Cassandra.

They teamed up just a month after Kelsi’s mom passed and together, and they’re committed to building something incredible. They’ve faced a number of challenges along the way but as Kelsi said, humans are designed to solve problems and those never go away.

In this episode, Kelsi and Cassandra candidly share their journey from getting their first shelf space in stores, to Whole Foods Distribution to their upcoming launch in Sprouts!

Here are some of the great topics we cover:

• Their experience with the SKU mentorship program for startups
• Strategies they used to manage finances while building the brand
• The advantages of founding a company with a partner