The Missing Ingredient

Hugh Rosen is the Grocery Director at Gus's Community Market, a San Francisco-based independent grocer offering fresh foods and specialty products. With over 35 years of experience in retail, distribution, and grocery development, Hugh focuses on emerging brand partnerships, product selection, and improving the overall customer experience.

Luciana Villanueva is the Director of Cheese and Community Outreach at Gus's Community Market. Overseeing cheese category strategy and merchandising across five stores, Luciana specializes in identifying food trends, curating specialty products, and elevating customers' shopping experiences.

Quin Graddy is the Grocery Manager at Canyon Market, a neighborhood grocery store in San Francisco's Glen Park and part of Gus's Community Market. With nearly two decades of experience, Quin specializes in purchasing, category management, and product selection, focusing on balancing variety, sales performance, and customer satisfaction.

Independent grocers can respond quickly to local shoppers' needs, but choosing the right products takes more than following trends. How can they make smarter buying decisions, support emerging brands, and build lasting customer loyalty?

For grocery retail experts Hugh Rosen, Luciana Villanueva, and Quin Graddy, success starts with understanding customers, staying flexible, and building meaningful brand partnerships. Hugh prioritizes long-term brand growth over short-term promotions, while Luciana encourages emerging brands to understand where their products fit and what makes them valuable to shoppers. Quin emphasizes balancing product variety with sales volume and giving new products a fair opportunity to succeed. Through product demonstrations, employee education, and collaborative promotions, they show how strong retailer-brand relationships and thoughtful product selection drive independent grocery success.

In this episode of The Missing Ingredient, CJ Bruce speaks with Hugh Rosen, Luciana Villanueva, and Quin Graddy of Gus's Community Market about strategies for independent grocery success. Hugh, Luciana, and Quin explore changing consumer preferences, smarter product selection, and building stronger partnerships with emerging brands. They also discuss the role of AI in grocery retail and why human connection remains essential.

Ali Cox is the Founder and CEO of Noble West, an independent, women-owned creative agency specializing in agriculture and food marketing. She leads strategies that help food brands differentiate products, tell authentic stories, and drive growth. A fifth-generation California farmer, Olympic silver medalist, and world champion rower, Ali brings a unique perspective to her work. Under her leadership, the agency has partnered with Fortune 500 companies and earned Inc. 5000 and Golden ARC recognition. She also hosts Farm to Fame, a podcast exploring the agriculture industry.

When food products compete mainly on price, the differences in sourcing, farming practices, and quality often go unnoticed. How can food and agriculture brands communicate their value, stand out from competitors, and give consumers more reasons to choose their products?

For Ali Cox, a fifth-generation California farmer and agriculture marketing expert, de-commoditizing food starts with showing consumers what makes an ingredient worth choosing. Details about sourcing and production can turn a commodity into a product with a compelling story. Ali points to domestically produced honey, often blended with imported honey, as an example of how sourcing differences get lost on store shelves. She encourages brands to understand business goals, uncover authentic origin stories, and communicate sustainability without overstating their claims. When farmers share those stories, they build trust, stand apart from competitors, and create new paths to profitability.

In this episode of The Missing Ingredient, CJ Bruce sits down with Ali Cox, Founder and CEO of Noble West, to discuss de-commoditizing food through strategic branding and authentic storytelling. Ali explores how to differentiate agricultural products, help consumers understand where their food comes from, and align marketing with business goals. She also touches on sustainability messaging, AI's growing role in marketing, and the future of food transparency.

Aaron Anker is the Owner and Chief Granola Officer of Grandy Organics, a Maine-based food company crafting small-batch organic granola, trail mix, nuts, muesli, and cereals. Since joining the business in 2000, Aaron has helped grow it from a regional brand into a nationally distributed company while maintaining a focus on profitable, sustainable growth. He leads sales, marketing, and product innovation, drawing on deep experience in natural foods, organic sourcing, retail expansion, and brand building. His approach centers on quality, long-term partnerships, and a values-driven team.

Growth can create new opportunities, but scaling too quickly can strain cash flow and the health of a business. For food and beverage brands, sustainable growth often comes down to knowing when to push forward and when to protect the foundation. So how can founders grow without sacrificing profitability or stability?

Natural foods operator and longtime CPG leader Aaron Anker believes the answer starts with building a business that can sustain itself financially before chasing growth for growth's sake. Drawing from decades of experience, he emphasizes managing cash carefully, surrounding yourself with people who can challenge your instincts, and using both market data and firsthand observation to guide decisions. Aaron also shows why testing ideas, learning from failed experiments, and strengthening supplier relationships can create a more resilient business. The takeaway is a practical approach to growth that favors discipline, adaptability, and staying power over speed alone.

In this episode of The Missing Ingredient, CJ Bruce sits down with Aaron Anker, Owner and Chief Granola Officer of Grandy Organics, to discuss profitable growth over hypergrowth. Aaron explains how to balance cash flow with expansion, use data without ignoring intuition, and build resilience through strong supplier relationships. He also touches on rebranding, sustainable packaging experiments, and creating a company where employees can thrive.

Jessyca Dewey is the Founder of The Y Collective, a social-first marketing agency specializing in purpose-driven, better-for-you CPG brands. With over 16 years in digital marketing, she helps brands connect content, paid and organic social, and influencer strategy to measurable growth and retail results. Jessyca's background includes VaynerMedia and Califia Farms, along with Webby and Shorty Award-winning work for L'Oréal. Raised in Central California, her approach is shaped by an early connection to agriculture, food equity, and authentic storytelling.

Social media can generate attention, but attention alone does not drive CPG growth. The real opportunity is connecting content to brand recall, retail performance, and long-term momentum. So how can brands move beyond followers and viral moments to make social media work harder for the business?

Jessyca Dewey, a seasoned digital marketing and social media strategist, believes the answer starts with focusing on sustained, meaningful growth rather than vanity metrics or one-off wins. Brands should create content with a clear strategic purpose, learn from what performs, and use those insights across both paid and organic social. Jessyca also emphasizes making retail messaging memorable, repurposing strong creative, and using AI as a tool without losing the human storytelling and authenticity consumers respond to. Ultimately, effective social strategy connects creativity, performance, and the customer journey to support real business growth.

In this episode of The Missing Ingredient, CJ Bruce sits down with Jessyca Dewey, Founder of The Y Collective, to discuss turning social media into real CPG growth. Jessyca shares how to measure meaningful results, connect paid and organic social, and build sustainable momentum beyond viral hits. She also explores AI, authentic storytelling, and the growing value of real-world content.

Luke Tierney is the Founder and CEO of Waypoint, a growth partner helping better-for-you consumer brands scale through data-driven e-commerce and Amazon strategies. He works with food, beverage, supplements, and CPG brands to improve profitability through stronger unit economics, marketplace positioning, advertising, and operations. Luke's e-commerce expertise grew from founding an immersion school in Colombia, where he developed the digital marketing skills that shaped his approach today.

Amazon has become a critical growth channel for many CPG brands, but success requires more than simply increasing ad spend or chasing higher sales numbers. Brands need to understand the systems behind profitable growth, from marketplace positioning to customer acquisition. So what does it take to build an Amazon strategy that creates long-term value?

Luke Tierney's answer is that brands need to treat Amazon as a profit driver, not just a marketing expense. As an Amazon growth strategist and e-commerce expert, Luke explains how brands can strengthen their foundation through better unit economics, stronger product positioning, and smarter advertising decisions. He emphasizes that sustainable growth comes from understanding margins, optimizing listings, and creating a balance between paid visibility and organic momentum. His insights provide a practical framework for brands looking to make Amazon a more effective part of their growth strategy.

In this episode of The Missing Ingredient, CJ Bruce chats with Luke Tierney, Founder and CEO of Waypoint, about how CPG brands can win on Amazon. Luke shares strategies for profitable Amazon growth, building stronger product listings, and creating more effective advertising systems. They also discuss organic ranking, AI search, and the future of brand discovery.

Nicole Malcolm-Manyara is the Founder and Principal at AG Brands, a boutique consultancy that helps growth-stage companies transform brand strategy into measurable business growth. With a career spanning senior marketing roles at Procter & Gamble, organicgirl, and Newman's Own, where she served as CMO, Nicole has modernized legacy brands, led rebrands, and driven innovation across the food, beverage, and personal care sectors. She holds an MBA from Stanford and brings deep expertise in brand positioning, consumer insight, and building consumer-centered brands that shape culture and drive impact.

Purpose can make a food brand more meaningful, but it cannot make a mediocre product worth buying twice. So when taste and mission are both central to the story, which one should lead?

For CPG growth strategist Nicole Malcolm-Manyara, the key lies in putting taste first and mission second. Mission can strengthen differentiation, she explains, but the product still has to justify the purchase and any premium, especially because consumers ultimately vote with their wallets. A compelling cause may earn attention, but a superior product experience is what gives a purpose-driven brand staying power.

In this episode of The Missing Ingredient, CJ Bruce is joined by Nicole Malcolm-Manyara, Founder and Principal at AG Brands, to discuss why taste must lead purpose-driven food brands. They explore how product superiority supports mission, how packaging can turn impact into tangible stories, and why repeat purchase matters more than promotional trial. Nicole also shares how brands can modernize without losing what loyal consumers already love.

Casey Harshman is the Founder and CEO of Frooishen Strategy & Design Collective, a branding and package design collective that helps CPG brands build clear, distinctive identities and bring them to life across the marketplace. With 22 years in branding and package design, Casey leads strategy and creative work for emerging and established brands, shaping brand platforms, packaging, storytelling, and activation. His approach centers on building strong foundations that create consistency, differentiation, and lasting consumer connection.

Building a food and beverage brand that lasts takes more than a great product and strong packaging. It starts with a clear brand strategy that can guide growth, marketing, and every consumer touchpoint. So what does it really take to build a food and beverage brand that can scale and stand out?

As a branding and package design expert, Casey Harshman believes the answer starts with defining the brand before scaling the business around it. He recommends creating a clear platform for mission, values, positioning, messaging, and design so decisions are driven by the brand rather than personal preference. From there, Casey says founders can sharpen packaging for retail, prioritize the messages consumers need most, validate key decisions with research when possible, and evolve established brands without throwing away valuable equity. The result is a more distinctive, consistent brand that can grow efficiently while earning consumer recognition and trust.

In this episode of The Missing Ingredient, CJ Bruce sits down with Casey Harshman, Founder and CEO of Frooishen Strategy & Design Collective, to discuss building a food and beverage brand that lasts. Casey covers brand foundations, retail-ready packaging, and balancing founder vision with consumer needs. He also touches on consumer research, AI in creative work, and protecting brand equity during a refresh.

Caroline Dai is the Founder and CEO of TofuGo Snacks, a company creating savory, high-protein, shelf-stable tofu snacks for modern, on-the-go lifestyles. In her role, she leads the brand's product innovation, growth strategy, and community building. Since launching in March 2026, TofuGo has gone viral, generated $20,000 in revenue in its first month, and is on track for $1 million in revenue in 2026. Caroline previously worked in strategy and finance and draws on that experience while celebrating her Chinese heritage through flavors like Soy BBQ and Spicy Chili.

Innovative food products can generate buzz, but scaling a CPG brand takes more than a strong idea. Founders need clear positioning, steady demand, and a growth strategy that can evolve with the business. So how do you turn early traction into sustainable brand growth?

Caroline Dai, a CPG entrepreneur with a background in finance and strategy, believes scalable growth comes from combining product differentiation with constant testing, strategic partnerships, and direct customer feedback. A big part of her strategy is building trust through founder-led marketing, using organic social performance to guide decisions, and creating long-term partnerships with manufacturers and retailers that support growth. Caroline also emphasizes staying lean, using organic traction to guide paid marketing, and maintaining strong customer relationships as the brand expands. Together, these strategies offer a practical roadmap for turning early momentum into a scalable food and beverage brand.

In this episode of The Missing Ingredient, CJ Bruce talks with Caroline Dai, Founder and CEO of TofuGo Snacks, about turning an innovative product into a scalable brand. Caroline covers founder-led content, manufacturing partnerships, and retail growth strategy. She also discusses organic social testing, AI tools, and whole-food trends shaping the CPG market.

Matt Williams is the Founder, CEO, and a Partner for The CPG Collective, a food and beverage brokerage helping emerging CPG brands win in California and prepare for national scale. Matt leads the firm's retail growth strategy and hands-on sales execution across more than 4,000 California retail doors. With three decades of CPG experience, including senior roles at Dean Foods, PepsiCo, Odwalla, and Bowery Farming, he specializes in building regional retail density, distributor relationships, and the performance foundation brands need to scale.

For emerging food brands, scaling retail distribution too quickly can stretch marketing budgets, sales teams, and distributor support. Building stronger traction in one market first can create a more efficient path to growth. Is regional density the key to scaling a CPG brand more successfully?

With three decades of CPG sales experience, Matt Williams believes emerging brands can build a stronger foundation by focusing deeply on one geography before expanding. A regional strategy allows brands to support anchor retailers, strengthen distributor relationships, improve operational efficiency, and develop the sales data buyers want to see. Matt also recommends showing up to buyer meetings with a clear category story, realistic pricing, and proof that the product fills an unmet consumer need. The goal is to prove demand, build retail velocity, and create a repeatable model before taking on broader distribution.

In this episode of The Missing Ingredient, CJ Bruce talks with Matt Williams, Founder, CEO, and a Partner for The CPG Collective, about how regional density helps food brands scale. Matt explains how focused geography improves marketing and distribution, why buyer readiness matters, and how local sales data builds a stronger case for expansion. He also touches on geo-targeted marketing and AI-driven data aggregation.

Mitchel Dumlao is the Founder and Executive Producer at Creative Haven, a video production and creative agency that helps brands grow through strategic, story-driven content. With more than 20 years of experience in film, content creation, and marketing, Mitchel has worked with brands including HBO, Sony, Spotify, and Colgate. Earlier in his career, he represented 40 clients across TV, film, animation, and comic books. Today, he helps food, beverage, and CPG companies build awareness and drive growth through strategic video content.

Great video content can do more than make a food brand look polished. When it is built around the right story, audience, and message, it can support brand awareness, customer engagement, and long-term growth. So what does it take to turn food and beverage video marketing into a strategy that actually performs?

Mitchel Dumlao, a video production and content strategy expert with more than 20 years of experience, says it starts with understanding what your audience actually responds to. Brands should research their ideal customer, focus on the product benefits and pain points that matter most, test different hooks and formats, and use performance data to guide future creative. Mitchel also recommends mixing authentic content like UGC and founder videos with more polished brand storytelling, while planning shoots to create content for multiple channels at once. The result is a more efficient video strategy that helps food and beverage brands create content with a clear purpose behind it.

In this episode of The Missing Ingredient, CJ Bruce talks with Mitchel Dumlao, Founder and Executive Producer at Creative Haven, about scaling food brands with story-driven video. Mitchel shares how to create stronger hooks, balance authentic and polished content, and get more value from every shoot. He also discusses AI tools and building creative teams that understand marketing.