John Roulac is the Founder and CEO of Coco Clean, a company that makes plastic-free, enzyme-based laundry detergent using coconut and mineral ingredients to tackle tough stains while reducing environmental waste. Previously, he founded Nutiva, an organic superfoods brand with over $1 billion in retail sales, recognized as one of Inc.’s fastest-growing companies for seven straight years. A serial entrepreneur, investor, philanthropist, and environmental advocate, John has also executive‑produced the Netflix film Kiss the Ground and founded several nonprofit organizations focused on regenerative agriculture.

How far would you go to take on the world’s biggest environmental challenges? From creating groundbreaking products to calling out corporate greenwashing, some leaders push the limits of courage and ambition to create lasting change. What drives someone to keep going, even when the path forward is risky, unconventional, and just a little bit crazy?

According to John Roulac, a pioneering environmentalist and regenerative agriculture advocate, the answer lies in staying true to one's mission and values, regardless of the resistance. He highlights how bold innovation can disrupt stagnant industries while addressing urgent environmental crises. This mindset fueled his earlier success in building a billion-dollar organic brand and now propels his work in transforming the household products sector.

On this episode of the Firebelly Social Show, Duncan Alney speaks with John Roulac, Founder and CEO of Coco Clean, to talk about the courage it takes to challenge entrenched systems. They discuss his journey from hemp pioneer to eco-innovator, the mission to replace 100 million plastic detergent bottles, and strategies for making sustainable products mainstream. John also shares insights on building company culture and fostering authenticity in business.

Anna Ison is the Founder and Principal Creative at Auros Design, a studio specializing in strategic packaging and brand design for CPG brands. Her firm helps brands grow through memorable visual identities, packaging, and portfolio architecture that stand out on the shelf and align with brand strategy. With over 20 years of experience at top-tier NYC agencies, Anna brings big-brand sophistication into a nimble, hands-on studio model. She’s also collaborated with firms such as Jones Knowles Ritchie, Dragon Rouge, Pearlfisher, and Happy Family Brands.

Design is often the first handshake a brand has with its consumer. For food and beverage companies trying to stand out in crowded aisles, packaging can make or break the buying decision. How do emerging brands create designs that not only catch the eye but also earn lasting loyalty?

According to Anna Ison, a veteran CPG brand and packaging designer, winning on the shelf requires blending artistry with strategy to create packaging that communicates a product’s purpose. She highlights the importance of building brand longevity by focusing on distinctive assets instead of fleeting trends. By guiding passionate founders, she transforms their vision into packaging systems that scale across portfolios and resonate with consumers.

On this episode of the Firebelly Social Show, Duncan Alney talks with Anna Ison, Founder and Principal Creative at Auros Design, to discuss designing food and beverage brands that win on the shelf. They explore how strategic packaging drives brand recognition, why longevity matters more than trends, and the power of cohesive portfolio systems. Anna also shares her journey as a minority creative and advises on building courage in design.

Jordan Buckner is the Founder of Foodbevy, an online community that helps food and beverage entrepreneurs grow from startup to scale through education, networking, and curated resources. As a serial entrepreneur and startup advisor, he is passionate about elevating minority-owned and women-led brands in the CPG space. He launched Foodbevy in April 2020 to reduce gaps in access to suppliers, investors, retail buyers, and tools for emerging brands.

Breaking into the food and beverage industry is tough, especially for first-time founders. Between sourcing, packaging, and scaling, the learning curve can feel endless and isolating. So how can emerging brands gain traction without losing momentum?

According to Jordan Buckner, a veteran entrepreneur who built multiple CPG companies from the ground up, the key is access to knowledge, community, and strategic resources. He highlights how so many early-stage founders face steep disadvantages due to a lack of industry connections or insider know-how. By simplifying the journey through curated tools and networks, entrepreneurs are better equipped to avoid burnout and scale smartly.

On this episode of the Firebelly Social Show, Duncan Alney talks with Jordan Buckner, Founder of Foodbevy, about how he empowers emerging brands with practical tools and a strong support network. Jordan explains why community matters more than ever, how to use LinkedIn strategically, and what separates successful founders from the rest. He also shares insights into the Foodbevy Insider Box and how it drives product discovery.

Mike Levinson, RD, is the Founder of FS Octopus, a Colorado-based consultancy helping emerging CPG brands break into foodservice and alternative channels through strategic distribution, marketing, and channel positioning. With over 25 years of experience across foodservice and retail — from startups like CAULIPOWER to large-scale operations like Performance Food Group and Palermo’s Pizza — he brings deep industry insight. A registered dietitian by training, Mike leverages his nutrition background and extensive supply chain expertise to guide brands through the complex foodservice landscape — from universities and restaurants to hotels and military contracts. He’s also a prolific content creator and thought leader with tens of thousands of LinkedIn followers, known for his direct, no‑BS approach to channel growth.

Most emerging food and beverage brands chase retail, only to hit roadblocks like slotting fees, chargebacks, and stiff competition from private labels. With limited budgets and crowded shelves, they often overlook more accessible, scalable opportunities. So how can CPG brands grow without getting lost in a sea of sameness?

Mike Levinson, a seasoned CPG sales strategist and food service expert, encourages brands to focus on nontraditional growth channels. He lays out a clear framework for thriving in food service through eight alternative “tentacles,” including convenience stores, micro-markets, college campuses, and corporate pantries. He emphasizes refining target markets to the niche level, building emotional brand connections through social media, and establishing traction in smaller markets before chasing national distribution. Mike also shares how his new cohort-based Octopus Method helps brands navigate these channels efficiently, with fewer risks and better outcomes.

On this episode of the Firebelly Social Show, Duncan Alney talks with Mike Levinson, Founder of FS Octopus, about how emerging brands can win outside of traditional retail. Mike explains why most brands fail in retail, how to build distribution through alternative food service channels, and what makes a product truly market-ready. He also discusses hyper-specific audiences, the role of emotional branding, and leveraging LinkedIn for growth in the CPG sector.

Belle Sharon, PhD, MBA, is the Co‑founder and President of Belle’s Gourmet Popcorn, a Dallas-based, small-batch popcorn brand celebrated for its clean ingredients and bold, flavor-driven approach. With a background in food science, microbiology, food safety, and regulatory compliance, she leads ingredient sourcing and recipe development, ensuring all products meet FDA standards. Under her leadership, Belle’s has earned national acclaim by winning Best in Show for Matcha Latte and Best Salty Snack for Dubai Chocolate at the 2025 Sweets & Snacks Expo.

Breaking into the competitive snack food market with a mission-driven brand is no small feat, especially when trying to balance clean ingredients, family values, and innovation. Many entrepreneurs in the food space struggle to scale production while staying true to their principles. How can a small family-run company compete with national snack brands without compromising quality or identity?

Belle Sharon, a scientist with a PhD in molecular biology and an MBA, shares how she leveraged her expertise in food safety and compliance to create craveable, better-for-you popcorn. She discusses how her family, especially her young son, played a key role in inspiring a full brand reimagining, leading to a cleaner label, inventive new flavors, and character-driven branding. Belle also offers insights into running a business as a mom, keeping innovation agile with a small team, and collaborating with universities to develop young talent.

On this episode of the Firebelly Social Show, Duncan Alney talks with Belle Sharon, Co-founder and President of Belle’s Gourmet Popcorn, about how family and food science drive brand transformation. Belle explains the motivation behind their rebrand, the importance of consumer trust, and how her team stays ahead of trends. She also discusses the snack aisle challenges, personality-driven flavors, and retail expansion.

Gregory Willis is the Founder and President of Senspire, the company behind Flavor Studio — a cloud-based platform helping food and beverage companies accelerate innovation through tools for recipe development, nutritional analysis, sensory testing, and project management. He is a creative entrepreneur and flavor scientist who has built a career at the intersection of food, technology, and design. Earlier in his career, Gregory served as COO at Treasure8, where he led the development of patented dehydration technologies to reduce food waste and improve access to nutrition. He also authored The Language of Flavor, a book that explores the creative science behind taste.

Bringing a new food or beverage product to market is often slowed by disjointed systems, manual processes, and a lack of cohesive tools for innovation. Companies face challenges like managing formulation data, creating compliant nutrition labels, and maintaining consistency in sensory testing — all while trying to move quickly and stay competitive. How can brands streamline product development and drive innovation without sacrificing accuracy or creativity?

Gregory Willis, a seasoned chef turned food tech innovator, shares a path forward by offering practical solutions to unify and accelerate innovation. He emphasizes the need for integrated platforms that replace outdated tools such as spreadsheets, allowing teams to manage formulation, nutrition, and sensory data in one place. He encourages brands to stay grounded in purpose-driven innovation, avoid chasing every trend, and focus instead on creating tools that reflect real customer needs. From ideation using a recipe database of over one million entries to automated PDF data extraction, Gregory’s approach centers on working smarter — not harder — and putting the user experience first.

On this episode of the Firebelly Social Show, Duncan Alney interviews Gregory Willis, Founder and President of Senspire, about the future of food innovation. Gregory discusses how data integration drives smarter product development, the dangers of trend-chasing, and his philosophy on building for the whole industry. He also touches on customer-led feature design, mentorship through LinkedIn, and the art of standing out on the trade show floor.

Jay Baer is the Co-founder of Slingshot, a network of craft tequila brands dedicated to authenticity, quality, and culture. He is a renowned business growth and customer experience strategist, celebrated for his dynamic keynote speeches and best-selling marketing books. A seventh-generation entrepreneur, Jay has built five multimillion-dollar companies and advised over 700 brands, including Caterpillar, Nike, 3M, Oracle, and adidas. He also hosts The Spirit Guides, a show that delves into the stories of prominent spirit creators.

Many food and beverage brands struggle to stand out in the rapidly expanding tequila market. As consumer preferences evolve, brands often rely on outdated anecdotes and fail to understand the real drivers of purchasing behavior. How can tequila brands leverage authentic consumer insights to build loyalty and grow in such a crowded space?

Jay Baer, the world's number two tequila content creator, offers actionable insights for brands aiming to connect with today’s tequila seekers. He emphasizes social media as the dominant discovery channel for consumers and highlights the growing demand for additive-free, sustainable, and authentically produced tequilas. He advises brands to invest in storytelling, build direct relationships with their audience, and focus on distribution strategies beyond traditional retail. Jay also encourages tequila brands to collaborate and share resources to grow the craft tequila category.

On this episode of the Firebelly Social Show, Duncan Alney interviews Jay Baer, Co-founder of Slingshot, about the evolving craft tequila landscape. Jay explains how tequila seekers discover brands, what they value most, and the critical role of peer collaboration. He also shares insights on price sensitivity, the power of social media, and the importance of storytelling in building a memorable tequila brand.

Brooks Addington is the CEO of TÖST Beverages, a company renowned for its sophisticated, non-alcoholic sparkling beverages. With over two decades of experience in consumer goods and finance, he has successfully expanded TÖST's distribution to over 10,000 accounts across all 50 US states and eight countries. Under his leadership, TÖST has partnered with major national retailers such as Whole Foods Market, Sprouts, HEB, and Walmart. Additionally, Brooks serves as a board member and founding partner of the Adult Non-Alcoholic Beverage Association (ANBA), contributing to the growth and development of the non-alcoholic beverage sector.

Many people seeking alcohol-free options at social gatherings often find themselves left out, relegated to drinking basic sodas or sparkling waters that lack the sophistication and sense of occasion offered by traditional alcoholic beverages. This exclusion can make celebrations feel incomplete for non-drinkers. How can beverage makers create products that foster inclusivity without sacrificing the celebratory experience?

Brooks Addington, a seasoned leader in building premium beverage brands, shares how he and his team recognized this gap and developed sophisticated, non-alcoholic sparkling drinks to elevate social occasions. He stresses that creating these products requires patience, as evidenced by their meticulous multiyear development process and over 75 product iterations. Brooks also highlights the significance of making these drinks accessible through thoughtful pricing and packaging, ensuring everyone can participate in the celebration.

On this episode of the Firebelly Social Show, Duncan Alney talks with Brooks Addington, CEO of TÖST Beverages, about building inclusive, alcohol-free celebrations. Brooks discusses how meaningful occasions can be elevated without alcohol, shares insights into product development and market trends, and explores the role of pricing in accessibility. He also talks about product launches, cultural shifts in drinking habits, and the importance of community connection.