Colin Long is the VP of Sales at SuckerPunch, a food brand reinventing pickles with bold flavors and functional benefits. Colin helps lead the growth of a brand redefining the pickle category with bold flavors and functional benefits. Under his leadership, the brand has expanded its reach across retail and into performance-driven markets like professional sports.

Rachel Klein is the Director for CPG Growth at PLEASE & THANK YOU, a nationally recognized coffee and cookie brand known for its premium ingredients and cult-favorite chocolate chip cookies. Rachel focuses on scaling retail presence while maintaining the brand's commitment to craftsmanship and product excellence.

Brooke Vaughn is the Founder and CEO of PLEASE & THANK YOU, a nationally recognized coffee and cookie brand known for its premium ingredients and cult-favorite chocolate chip cookies. She has grown the company from a neighborhood café in Louisville into a multi-location brand with an expanding CPG and retail presence, including ready-to-bake and gluten-free cookie dough. The brand has been voted America's Favorite Cookie Shop twice by USA Today, highlighting its strong customer loyalty and high-quality products. Brooke is also the Co-founder of Kentucky Duchess, a live directory supporting women in Kentucky's food economy.

Gage Mitchell is the Founder, CEO, and Creative Director of Modern Species, a sustainable brand design agency helping launch, evolve, and grow better-for-the-world brands to scale their positive impact. Under his leadership, the agency has spent more than 15 years partnering with B Corps and mission-focused companies to build brands that align profit with purpose. In addition to running his agency, Gage hosts the Brands for a Better World podcast, where he explores how business can be a force for good.

Robert Cogan is the Owner of Power Full Energy USA Inc., a cross-border distribution company helping food and beverage brands scale across the US and Canada through sourcing, regulatory support, and retail expansion. He represents Melting Forest at Expo West, a functional beverage brand creating mushroom-powered drinks to support energy, focus, and stress relief. Known for his strong industry relationships, Robert connects brands with distribution opportunities and accelerates their growth across North America.

The future of food isn't just about innovation for its own sake — it's about purpose, performance, and the stories behind the brands. From functional benefits to family-driven roots, today's founders are rethinking how everyday products can better serve real needs. So what does it look like when quality ingredients, personal experience, and intentional design come together to reshape familiar categories?

At Expo West, that shift is playing out across the show floor. Pantry staples are being reimagined as functional solutions, like pickle products designed for hydration and electrolyte support. At the same time, indulgent categories like cookie dough are being elevated with premium ingredients and gluten-free innovation. Meanwhile, broader trends like protein, dairy, tea, and plant-based foods continue to evolve, with brands refining formulations, exploring new sources, and focusing on both performance and flavor. Beyond products, there's a growing emphasis on farmer-led brands, regenerative practices, and a more connected, community-driven industry.

On this episode of the Firebelly Social Show, Duncan Alney is live from Expo West, connecting with founders and industry leaders who are shaping the future of food and beverage. From functional snacks to heritage-inspired treats and emerging category trends, this episode highlights how purpose-driven entrepreneurs are building brands that are not only innovative, but meaningful.

Jasmin von Teichman is the Co-founder and CEO of Purplesful Popcorn, a company dedicated to creating healthy, antioxidant-rich purple corn popcorn while donating 25% of profits to children's nutrition charities. Purplesful has achieved widespread growth in both Canada and the US, including a significant launch into 400 Kroger stores, and is on a mission to donate $5 million over the next five years. Her work reflects a commitment to community, family values, and creating products that give back.

Anna Cobb is the Founder and CEO of O'Kra, the world's first sparkling okra water brand redefining wellness through culture and innovation. A plant scientist turned entrepreneur, she launched O'Kra after surviving a life-threatening allergic reaction to a synthetic energy supplement. Anna reimagines functional beverages as both beneficial and luxurious, blending ancestral ingredients with modern beauty standards. Leading a family-driven business, she is bringing culturally rooted wellness into the mainstream.

Maxine Henderson is the Founder and CEO of Bollygood, an Indian-inspired sparkling beverage brand bringing the flavors of nimbu pani to a modern audience. Drawing from her grandmother's recipe, she reimagines the traditional drink as a better-for-you sparkling lemonade with less sugar and clean ingredients. An electrical engineer turned entrepreneur, Maxine blends cultural heritage with innovation while growing a family-supported business.

Sean Davis is the Co-founder of Evil Snacks, a better-for-you snack brand reimagining traditional chips with innovative ingredients like oyster mushrooms. He emphasizes delivering exceptional taste and texture while incorporating functional benefits like increased fiber. He is also the Founder of Nude Mints, the world's first functional 2-in-1 breath & gut mint. With a background in brand building, product development, and retail distribution, Sean is passionate about creating consumer products that balance functionality, taste, and experience.

Behind every great product is a story. And at Expo West, many of the most compelling brands aren't just built on innovation, but on purpose, heritage, and the people behind them. What happens when entrepreneurship is fueled not just by market opportunities, but by family values, cultural roots, and a desire to give back?

This episode highlights founders who are blending personal mission with product innovation in meaningful ways. From a popcorn company donating a significant portion of profits to children's charities to a beauty-forward beverage inspired by ancestral ingredients and built alongside multiple generations of family, these brands are redefining what it means to build with intention. Others are reimagining traditional recipes and transforming them into modern, better-for-you beverages that honor their origins while meeting today's health standards. Even in the snack aisle, founders are pushing boundaries with unexpected ingredients like oyster mushrooms, proving that better-for-you products can still deliver on taste, texture, and craveability.

On this episode of the Firebelly Social Show, Duncan Alney connects with founders at Expo West who are building brands rooted in purpose, powered by family, and inspired by culture. From charitable snack companies to heritage-driven beverages and innovative functional foods, this conversation showcases how today's entrepreneurs are creating products that don't just sell — they tell stories, bring people together, and make a meaningful impact.

Serenity Carr is the Co-founder and CEO of Serenity Kids, a brand transforming the baby food aisle with nutrient-dense, protein-forward products. She co-founded the company to challenge the norm of sugar-heavy, low-nutrition options and instead prioritize healthy fats and balanced macronutrients for early development. Through Serenity Kids, she is on a mission to help raise healthier children by redefining what quality nutrition looks like from the very beginning.

Jose Pablo Madrazo and Patricio Madrazo are the Co-founders of San Miguel Family Foods, a brand rooted in generations of farming and food production. Having grown up working closely with food at its source, they bring deep agricultural knowledge and hands-on experience into building their company. Their mission is to translate their family heritage into high-quality products that connect traditional food practices with today's market.

Matthew Kemper is the Founder of LEVL, a clean hydration brand focused on natural electrolytes and functional ingredients. He created the company to offer an alternative to artificial sports drinks by using simple, effective components like Himalayan salt, adaptogens, and organic fruit. His work centers on delivering balanced hydration that supports everyday performance and wellness.

Isabella Hughes is the Co-founder and Chief Revenue Officer of Better Sour, a modern candy brand reimagining sour gummies for today's consumer. Alongside her co-founder, she built the company around a shared love of bold, unique flavors and a desire to create a better-for-you indulgence. Better Sour combines playful taste experiences with thoughtful ingredients, including low-sugar, high-fiber, and plant-based formulations.

The future of food is being shaped less by trends and more by intention — what we feed our bodies, where ingredients come from, and how products actually support everyday life. So what does it look like when founders prioritize function, family roots, and real nutrition over empty hype?

At Expo West, that shift is everywhere. From baby food brands reimagining early nutrition with protein and healthy fats instead of sugar-heavy fillers to founders launching products rooted in generations of farming and food production, there's a renewed focus on substance over shortcuts. Functional beverages are also evolving, with clean hydration drinks featuring natural electrolytes and adaptogens instead of artificial blends. And even indulgent categories are getting a rethink, with candy brands delivering bold, custom flavors alongside benefits like low-sugar, high-fiber, and plant-based ingredients. Across the board, these brands are proving that better-for-you doesn't have to mean boring — it can be thoughtful, flavorful, and deeply personal.

On this episode of the Firebelly Social Show, Duncan Alney is at Expo West connecting with founders who are building purpose-driven food and beverage brands. From nutrient-dense baby meals to family-founded food companies, functional hydration, and modern better-for-you treats, this episode highlights how today's CPG innovators are redefining what it means to create products that truly serve people.