Episodios

  • Candy with Character with Michael Fisher of Rotten

    Candy with Character with Michael Fisher of Rotten
    Apr 24 2025
    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/@eatrottenRotten on YouTube - https://www.youtube.com/@eatrottenRotten 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=rampingRamping 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/HeritageRadioNetworkHeritage Radio Network on X - https://x.com/Heritage_RadioHeritage 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 Rotten06:09 The Transition from Startup CEO to Real Business08:49 Learning the CPG Landscape12:00 The Role of Advisors and Networking14:59 Kickstarter: A Launchpad for Validation18:11 Personal Connection to Non-Chocolate Candy21:05 Building a Brand with a Narrative23:55 World Building in Brand Development28:31 Creative Collaboration in Candy Design31:49 Building Emotional Connections with Consumers33:01 ...
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    57 m
  • 167 - Why We Should Eat Bugs with Dr. Aaron T. Dossey of All Things Bugs

    167 - Why We Should Eat Bugs with Dr. Aaron T. Dossey of All Things Bugs
    Apr 16 2025
    In this conversation, Dr. Aaron T. Dossey discusses the surprising amount of land clearing around the globe for agriculture and its detrimental effects on the environment, including biodiversity loss and climate change. The solution, according to our guest, is insect protein as a sustainable alternative to traditional livestock because of the efficiency and nutritional benefits of growing insects for food. Dr. Dossey shares his journey into the field of entomophagy, detailing how he transitioned from a passion for insects to founding All Things Bugs LLC where he focuses on the commercialization of insect-based food products. In this conversation, Dr. Aaron T. Dossey discusses the challenges of the insect protein market, the processing techniques he developed, the hurdles faced in scaling production, and the importance of consumer acceptance. Dr. Dossey emphasizes the need for collaboration within the industry and shares his vision for a sustainable future where insect protein becomes a mainstream food source.Key points from this episode:Land clearing contributes significantly to climate change.Deforestation leads to loss of biodiversity and ecosystem degradation.Insect protein is more sustainable than traditional livestock.Insects require less water and resources for production.Insects provide complete proteins and essential nutrients.Funding opportunities can drive innovation in sustainable food sources.Product development in insect protein is complex but necessary.Scaling insect farming can address food security issues.Serendipity plays a role in entrepreneurial success.Innovative processing techniques can enhance the quality of insect protein.Market challenges include competition from lower-quality products.Consumer acceptance is crucial for scaling insect protein products.Collaboration within the industry can lead to more efficient practices.Raising awareness about the benefits of insect protein is essential.Funding and investment are critical for growth in this sector.Sustainable practices can make insect protein a viable alternative.The ingredient price must be competitive for widespread adoption.Consumer products can help normalize insect protein in diets.A better world includes more wild spaces and equitable economic systems. Sound Bites“It appears that land clearing potentially is a bigger problem than climate change.""We're losing species faster than we can track.""Insects are really a no-brainer when you really look at their benefits, their efficiency, all the positive attributes and lack of negative – other than perception, there really aren't a lot of negative attributes.""Insects use very little water compared to livestock. For example I see usually around 1% water use compared to beef, or something in that range.”"Insects are complete proteins, unlike many plants.""We need to scale up sustainable technologies quickly.""We need to reduce beef and dairy consumption.""We are the R&D labs for major food manufacturers." LinksDr Aaron T Dossey on LinkedIn - https://www.linkedin.com/in/aarontdossey/All Things Bugs - https://allthingsbugs.com/All Things Bugs on LinkedIn - https://www.linkedin.com/company/allthingsbugs/All Things Bugs on Facebook - https://www.facebook.com/AllthingsbugsAll Things Bugs on X - https://x.com/AllThingsBugsAll Things Bugs on YouTube - https://www.youtube.com/user/AllThingsBugsAll Things Bugs on TikTok - https://www.tiktok.com/@allthingsbugsAll Things Bugs: Leader in Insects as a Sustainable Bioresource - https://www.youtube.com/watch?v=CgGWStYQC_YBugs In Space: Biomimicry Solution for Sustainable Food on the Moon, Mars and Earth - https://www.youtube.com/watch?v=vp0S-Gfk_tAInsects as Sustainable Food Ingredients (Book) - https://shop.elsevier.com/books/insects-as-sustainable-food-ingredients/dossey/978-0-12-802856-8Invertebrate Studies Institute - https://isibugs.org/Invertebrate Studies Institute on LinkedIn - https://www.linkedin.com/company/isibugs/Invertebrate Studies Institute on Facebook - https://www.facebook.com/InvertebrateStudiesInstitute/Invertebrate Studies Institute on X - https://x.com/ISIBugsInvertebrate Studies Institute Research Video - https://vimeo.com/user48219928Griopro (Ingredient) - https://griopro.com/Some videos:https://www.youtube.com/watch?v=CgGWStYQC_Yhttps://www.youtube.com/watch?v=vp0S-Gfk_tAhttps://vimeo.com/user48219928…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 ...
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    1 h y 10 m
  • 166 - Food-Focused Podcasts with RJ Bee of Heritage Radio Network

    166 - Food-Focused Podcasts with RJ Bee of Heritage Radio Network
    Apr 9 2025

    In this conversation, RJ Bee, the executive director of Heritage Radio Network, shares the story of how the network was founded and how they transitioned from a local radio station to a diverse podcasting platform focused on food systems storytellers. We discuss the mission-driven initiatives of Heritage Radio Network, like the fellowship program that trains fellows in food storytelling and podcasting, and the importance of community support for the nonprofit. RJ and Gage then discuss the interconnectedness of food systems, the challenges faced by farmers, and the potential of technology to innovate sustainable practices. RJ shares his vision for a better world, emphasizing the need for responsible consumption and the role of businesses in creating positive change.

    Key points from this episode:

    • Heritage Radio Network started as a pirate radio station in shipping containers.
    • The network has evolved from local radio to a national podcasting platform.
    • COVID-19 significantly changed recording practices, with a shift to remote recording.
    • Community engagement is crucial for the network's mission and growth.
    • The network categorizes its podcasts into food industry and business, food culture and systems, and food news and trends.
    • In-person gatherings are being reintroduced to foster community connections.
    • The future of audio-only podcasting with platforms shifting towards prioritizing video content.
    • Heritage Radio Network has a mission-driven approach to podcasting.
    • The fellowship program trains individuals in food storytelling.
    • Community support is crucial for nonprofit organizations.
    • Farmers are facing significant challenges in the current climate.
    • The food system is interconnected with various social issues.
    • Innovations in food technology can lead to healthier eating.
    • Technology can play a role in improving food sustainability.
    • A better world involves responsible consumption and giving back.
    • Capitalism can coexist with environmental responsibility.
    • Storytelling is a powerful tool for food advocacy.
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    51 m
  • 165 - Ask Great Questions with Karin Hibma Cronan of Cronan

    165 - Ask Great Questions with Karin Hibma Cronan of Cronan
    Aug 27 2024

    What’s in a brand name? Everything, according to today’s guest, Karin Hibma Cronan, a renowned brand strategist, and co-founder of Cronan, as we explore the role of questions in the art of naming and branding. Cronan is known for creating iconic brand identities and names that resonate with audiences. Their work has helped shape the success of major corporations, non-profits, and startups alike, making them a trusted partner in the world of strategic design. In our conversation, we discuss how the name of a brand or product sets the tone of the experience, the common attributes of a good name, how Karin is the inspiration behind the names of many well-known brands, and the importance of asking great questions when forming strategy. Gain insights into her interactive approach to working with clients, what strategic intent is, how a brand’s identity can evolve, and more. Tune in to learn how you can harness the magic of a name and the power of great questions with Karin Hibma Cronan!


    Key Points From This Episode:

    • The fundamentals of a name and her approach to finding a brand’s identity.
    • Explore the differences between brand identity and strategic identity.
    • Learn about the secret sauce to making a compelling brand name.
    • Challenges of designing a name and the limitations trademarks impose.
    • Hear about the common pitfalls to avoid when creating a brand name.
    • Discover why a holistic approach to branding and identity is vital.
    • Insights into the power a name has in communicating a brand experience.
    • How a brand name can evolve with a company’s product or service.
    • Asking good questions to identify problems and create solutions.
    • Karin shares her method of developing the right questions to ask.
    • Examine examples of bad questions and the impact they can have.
    • Uncover how to understand the ‘why’ behind a person’s answer.
    • She explains what a better world means to her.


    Links Mentioned in Today’s Episode:

    Karin Hibma Cronan on LinkedIn

    Cronan

    Climate Designers

    The Climify Podcast

    XincaFoods

    David Eagleman

    Inner Cosmos Podcast

    The Right Question Changes Everything

    Walking Man

    Modern Species

    Gage Mitchell on LinkedIn

    Gage Mitchell on X

    Brands for a Better World Website

    Brands for a Better World on YouTube

    Brands for a Better World email

    Impact Driven Community
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    1 h y 21 m
  • 164 - Mission Meets Retail with Alli Ball of Food Biz Wiz

    164 - Mission Meets Retail with Alli Ball of Food Biz Wiz
    Aug 19 2024

    What does it take for a mission-driven brand to thrive in the competitive world of retail? In this episode, we explore the intersection of retail success and mission-driven branding with Alli Ball, the visionary founder and CEO of Food Biz Wiz. Food Biz Wiz is a consulting and coaching company dedicated to helping emerging food brands succeed in the competitive retail market. Known for her impact on the food industry, Alli has empowered countless emerging food brands through her Retail Ready® program and award-winning podcast. In our conversation, we dive into the critical elements consumers want in mission-driven brands, the potential pitfalls of over-investing in a company's mission, and how purpose-driven values can enhance brand loyalty. Discover why aligning packing, product, and purpose is essential for brand success, how to craft a successful sales pitch, why transparency is fundamental for consumers, and much more. Join us to learn how to transform your brand's mission into a powerful tool for growth and loyalty in the retail market with Alli Ball of Food Biz Wiz!


    Key Points From This Episode:

    • How sustainable and innovative retail brands communicate their value.
    • Alli explains the omnichannel nature of the retail industry.
    • How mission-driven brands fit into the traditional retail space.
    • Attributes that are becoming a top priority for consumers.
    • Recommendations for learning about trends in the wholesale space.
    • Why you should never base a sales pitch on certifications.
    • Hear about the mission-driven red flags that retail buyers avoid.
    • The disconnect between what consumers value and buying behavior.
    • Differences between direct-to-consumer and direct-to-retailer sale pitches.
    • Common mistakes mission-driven brands make in marketing a product.
    • Core concepts of the Retail Ready® program and how it benefits brands.
    • Discover why product packaging is vital for convincing the consumer.
    • Background about Alli, the Retail Ready® course, and Food Biz Wiz’s mission.
    • What shifted her interest to working with brands and retailers.


    Links Mentioned in Today’s Episode:

    Alli Ball on LinkedIn

    Food Biz Wiz

    Food Biz Wiz on Instagram

    Food Biz Wiz Podcast

    Bi-Rite

    XincaFoods

    Fortune

    Fortune Article

    B.T.R. NATION

    ‘Better Snack Options with Ashley Nickelson of B.T.R. Nation’

    Liquid Death

    Modern Species

    Gage Mitchell on LinkedIn

    Gage Mitchell on X

    Brands for a Better World Website

    Brands for a Better World on YouTube

    Brands for a Better World email

    Impact Driven Community
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    58 m
  • 163 - Better Snack Options with Ashley Nickelson of B.T.R. Nation

    163 - Better Snack Options with Ashley Nickelson of B.T.R. Nation
    Aug 12 2024

    Vending machines might be convenient, but they are not exactly known for their nutritious, high-quality snacks, and it’s high time they got an upgrade! Today's guest is Ashley Nickelsen Founder, CEO, and Chief Snack Officer at B.T.R. Nation, a company on a mission to fix our broken food system, one snack at a time. Join us, as we dig into the problem with junk food in America, the reasons behind Ashley’s decision to build a healthier snack company, and what keeps her going in the face of each new entrepreneurial challenge. Learn about the rules that guide her product development process, the higher prices that accompany better ingredients, and the strategies that are helping Ashley keep her costs down. We also get into B.T.R.’s recent collaboration with Blue Bottle, the launch of their phenomenal co-branded chai spice bar, and much more. Tune in to hear all of Ashley’s fascinating insights and discover how B.T.R. Nation is reinventing the modern vending machine!


    Key Points From This Episode:

    • Ashley’s mission to fix America's broken food system with healthier snacks.
    • Changes in American policies that would lead to a much-improved food system.
    • Why Ashley is determined to reinvent the modern vending machine, especially in hospitals.
    • Her parents’ cancer diagnoses: why it was foundational to the founding of B.T.R Nation.
    • Naming B.T.R. in honor of her parent’s mantra: to be ‘bold, tenacious, and resilient’.
    • The conscious decision to name B.T.R. Nation to sound like ‘better nation’.
    • B.T.R’s guiding principles: low sugar, simple ingredients, and their never-ever list.
    • Tackling the higher prices associated with quality ingredients.
    • How they are instituting product development rules that prioritize health over cost.
    • Why transparency is essential when it comes to ingredient lists.
    • Simplifying B.T.R.’s messaging to reflect the needs of consumers.
    • How they are building their own third-party logistics (3PLs).
    • The exciting outcomes from B.T.R.’s collaboration with Blue Bottle.
    • Ashley’s vision for a better world: why health should be a right, not a privilege.


    Links Mentioned in Today’s Episode:

    Ashley Nickelson on LinkedIn

    B.T.R. Nation

    Blue Bottel

    Climify Podcast

    Modern Species

    Gage Mitchell on LinkedIn

    Gage Mitchell on X

    Brands for a Better World Website

    Brands for a Better World on YouTube

    Brands for a Better World email

    Impact Driven Community
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    1 h y 16 m
  • 162 - Decarbonize Media with Avril Tomlin-Hood of boa

    162 - Decarbonize Media with Avril Tomlin-Hood of boa
    Aug 5 2024

    While many businesses and individuals are answering the call to be more impact-driven and sustainably conscious, few understand just how damaging their digital footprint is to their endeavors. Today we are joined by Avril Tomlin-Hood, the Founder and CEO of boa - a Vancouver, BC-based media buying agency focused on elevating sustainably-conscious brands. Avril is here to speak about our digital carbon footprints, particularly regarding media and advertising, and how we can band together to decarbonize our online world. We discover how our online exploits impact the real world, how small and simple adjustments can make a big difference, the platforms and campaign styles that promote a low digital footprint, and the importance of being B Corp certified if sustainability is one of your priorities. Be sure to tune in to discover how Avril and her team at boa are making big strides in decarbonizing our media, and how she has made it her personal mission to create a better world for all.


    Key Points From This Episode:

    • How what we do online impacts the real world; finding the carbon footprint of digital media.
    • The smaller things that impact digital footprints (file size, page brightness, auto-refresh, etc.).
    • How making invisible systems, visible will lead to better decisions on sustainability.
    • What Avril means by “decarbonize media”, and how she and her team go about it.
    • Why it’s important to pay attention to where and how your ads are targeted.
    • A closer look at how boa audits its clients to determine the work that needs to be done.
    • Simple adjustments that make a big difference.
    • Avril details all the good things that are happening in sustainable, impact-driven marketing.
    • Understanding how consumers rank sustainability on their list of priorities.
    • Effective platforms and campaign styles for reducing your digital footprint.
    • How Avril developed her passion for sustainability, and how she integrated it into her career.
    • The modern importance of a B Corp certification.
    • Ad Net Zero, Purpose Disruptors, Poshmark, Value Village, Solitaire Townsend, and more!
    • Avril’s vision for a better world.


    Links Mentioned in Today’s Episode:

    Avril Tomlin-Hood on LinkedIn

    Avril Tomlin-Hood on Instagram

    boa

    In With the New

    Makeena

    Worldie Unboxed

    Ad Net Zero

    Purpose Disruptors

    Poshmark

    Value Village

    Clean Creatives

    MyBacon | MyForest Foods

    Solitaire Townsend on LinkedIn

    Modern Species

    Gage Mitchell on LinkedIn

    Gage Mitchell on X

    Brands for a Better World Website

    Brands for a Better World on YouTube

    Brands for a Better World email

    Impact Driven Community
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    56 m
  • 161 - Sustainable Seafood with Crave Fishbar, Gra-Bar Fresh Seafood, and American Unagi

    161 - Sustainable Seafood with Crave Fishbar, Gra-Bar Fresh Seafood, and American Unagi
    Jul 29 2024

    Sustainable aquaculture may just be the long-awaited answer to responsible food consumption, and today's three remarkable guests are here to explain why this is most certainly the case. Today, we have the pleasure of welcoming three seafood brands to the show – Crave Fishbar, Gra-Bar Fresh Seafood, and American Unagi – which are represented by Todd Mitgang, Bart Molin, and Sara Rademaker, respectively. Sara, Bart, and Todd begin with how they became passionate about seafood before explaining the particular industry pain points that their brands are set on solving. Then, we learn about how the quality of seafood is measured and what it means to be 100% sustainable. To end, our guests explain the vital role of education in sustainability, so tune in to discover how you as a consumer can go about making better and more sustainable food choices.


    Key Points From This Episode:

    • The industry pain points that today's guests are set to solve, and the role of sustainability.
    • What it means to be 100% sustainable, and the obstacles that stand in the way of this goal.
    • The role of education in adopting and upholding sustainable cultures.
    • How to get consumers to make more sustainable choices.
    • Taste versus nutrition; farmed versus wildcut – understanding seafood's quality metrics.
    • How sustainable aquaculture benefits other industries as well.
    • Sara's vision for the future of eel farming and sustainable aquaculture as a whole.
    • Our guest's advice for industry newbies who want to make a big impact within sustainability.
    • How Sara Rademaker, Todd Mitgang, and Bart Molin developed their passion for seafood.
    • What a better world looks like for Sara, Todd, and Bart.


    Links Mentioned in Today’s Episode:

    Sara Rademaker on LinkedIn

    American Unagi

    Todd Mitgang on SFN

    Crave Fishbar

    Crave Sushibar

    Taco Vision

    Bart Molin on LinkedIn

    Bart Molin on Facebook

    Gra-Bar Fresh Seafood

    Climify

    Modern Species

    Gage Mitchell on LinkedIn

    Gage Mitchell on X

    Brands for a Better World Website

    Brands for a Better World on YouTube

    Brands for a Better World email

    Impact Driven Community
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    55 m
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