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.

Miggy Reyes is the Co-founder of Narra, a beverage brand creating culturally inspired, ready-to-drink products like their ube vanilla latte, rooted in Southeast Asian flavors. A chef-trained entrepreneur, he co-launched Narra with his sister to modernize the latte category using tea-based, plant-powered drinks rooted in Southeast Asian traditions. Prior to Narra, he founded Virtual Table, a hands-on culinary experience company, and spent five years as a chef in top San Francisco fine-dining restaurants. Earlier in his career, Miggy worked at companies like Tesla and Intel after earning a master of Science degree from Stanford.

Victoria Reyes is the Co-founder of Narra, a beverage brand creating culturally inspired, ready-to-drink products like their ube vanilla latte, rooted in Southeast Asian flavors. Alongside her brother, she created Narra to introduce Asian-inspired flavors and the Filipino "merienda" experience to a broader audience through clean, modern beverages. She plays a key role in scaling the brand and expanding its retail presence nationwide.

Charlotte Proffitt is the Co-founder of Althea Farms, a snack brand focused on clean-label, heritage-inspired pecans made from a third-generation family recipe. Inspired by her grandmother's legacy, she transformed a holiday tradition into a modern business focused on clean ingredients and bold flavor profiles. Her brand emphasizes heritage, quality, and transparency, bringing gourmet pecans crafted with care to a wider audience.

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.

Cecilia Rios Murrieta is the Co-founder and CEO of JAS, a company crafting alcohol-free functional cocktails designed to bring joy and excitement to the non-alcoholic beverage space. She previously launched La Niña del Mezcal and ŌME Spirits, helping introduce artisanal Mexican spirits like mezcal, bacanora, and sotol to a global audience. Cecilia is also the author of Tequila Made Me Do It and has been recognized as one of the "Most Innovative Women in Food & Drink" by Fortune and Food & Wine.

The future of food isn't just about taste anymore; it's about culture, function, and purpose all colliding in unexpected ways. So what happens when bold innovation meets deeply personal stories on the biggest stage in food and beverage?

From globally inspired flavors like ube making their way into ready-to-drink lattes to heritage recipes turned into modern snack brands, the founders at Expo West are blending tradition with innovation in ways that feel both nostalgic and new. There's also a strong push toward clean ingredients and functional benefits, whether it's seed oil-free snacks or alcohol-free cocktails designed for a healthier lifestyle. Underneath it all, these brands are driven by personal journeys, from cultural roots to lifestyle shifts that sparked entirely new product categories.

On this episode of the Firebelly Social Show, Duncan Alney is at the Expo West, where he speaks with founders of emerging food and beverage brands about next-generation innovation. They explore globally inspired products like ube-based drinks, the rise of clean-label snacks, and functional non-alcoholic beverages. Plus, a look at how personal stories and lifestyle shifts are shaping the future of CPG brands.

Matthew Kubick is the Founder and President of Local Demo Service (Natural Brokerage), a company focused on helping mission-driven brands thrive in retail through in-store demos and strategic brand representation. With over 20 years of experience in the natural products industry, he has established a reputation as a trusted partner for emerging brands, leveraging his expertise as an athletic coach, brand ambassador, salesman, and entrepreneur. Matthew has also launched a YouTube channel called Sovereign Sustainability to educate people on sustainable living and wild foraging. His mission is to convert everyday shoppers into sustainable eaters to foster a healthier population, environment, and world.

It's easy to think that great products sell themselves, but how do you make sure the right people actually try them? In retail, building a presence isn't just about putting your product on a shelf — it's about getting it into the hands of repeat customers. So, how do you create those lasting connections?

For Matthew Kubick, the answer is simple: demos. As someone deeply embedded in the world of natural products and retail, he believes that the key to brand success lies in making those face-to-face connections that turn first-time buyers into lifelong fans. He points out that demos provide the personal touch, allowing brands to introduce their story and values in a way that online or in-store advertising can't replicate. It's a long-term investment, where the goal is not just to drive immediate sales but to cultivate a community of dedicated consumers who will continue to come back.

On this episode of the Firebelly Social Show, Duncan Alney talks with Matthew Kubick, Founder and President of Local Demo Service, about the importance of product demos for building brand loyalty. Matthew explains how demos help brands move from innovation sets to regular shelf placements in major retailers like Sprouts. He also shares his thoughts on how understanding trends is critical for brand success and why natural retailers are the future.

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.

Some agencies chase trends. Others chase revenue. But what happens when you decide to build a business around impact first and trust that growth will follow?

In the words of Gage Mitchell, the key lies in starting with values and building your work around them. He shares how travel experiences, from craft beer bars in Brussels to witnessing environmental damage abroad, reshaped his thinking and pushed him to design a studio that only works with brands striving to create a more just, healthy, and regenerative world. The result is an agency model where storytelling, strategy, and sustainability work hand in hand to drive both profit and positive change.

On this episode of the Firebelly Social Show, Duncan Alney is joined by Gage Mitchell, Founder, CEO, and Creative Director of Modern Species, to discuss building a purpose-led brand agency. They explore the benefits of choosing a niche rooted in impact, blending strategy with storytelling, and why collaboration beats competition. Gage also talks about scaling responsibly without losing culture or mission.

Daniel R. Clarke is the Founder and Lead Consultant of Tea At Four LLC, where he helps brands of all sizes with strategy, brand building, marketing, and innovation. He is a seasoned Marketing Consultant and Fractional CMO with over 20 years of experience, having held leadership roles at Procter & Gamble, Coty, Pernod Ricard, and Booz & Company before founding Tea At Four. Daniel has lived and worked in seven countries and recently became a US citizen, bringing a global perspective and creative audacity to his work.

Great brands don't just compete on shelves; they compete in people's minds. In a world overflowing with options, what actually makes someone reach for you instead of the dozens of alternatives sitting inches away?

Globally seasoned brand strategist Daniel R. Clarke says the answer lies in a purposeful and distinct point of difference. He believes brands must start with strong fundamentals — deep consumer understanding, a defined positioning, and a product that truly delivers — before trying to be flashy or disruptive. When those foundations are solid, brands earn the right to build rich worlds, rituals, and cultural relevance that make them memorable rather than interchangeable.

On this episode of the Firebelly Social Show, Duncan Alney talks with Daniel R. Clarke, Founder and Lead Consultant of Tea At Four LLC, to discuss the importance of brand positioning. They explore how big CPG brands build lasting loyalty, why challenger brands win with speed and focus, and how a sharp point of difference cuts through crowded categories. Daniel also shares advice on using AI without losing your brand's core identity.

Collin Pollock is the Founder of WheelyQ Barbecue, a mission-driven, family-run company that crafts premium barbecue sauces and seasonings with simple, all-natural ingredients while raising awareness and funds for spinal muscular atrophy (SMA) research. Under Collin's leadership, WheelyQ donates 6% of its profits to SMA charities, expanding from homemade sauces to full-scale manufacturing and earning rave reviews for both flavor and purpose. Living with SMA himself, Collin is a passionate disability advocate who uses his brand to spark conversation and educate others about the disease.

Purpose-driven brands don't usually start in boardrooms. They begin in kitchens, in difficult moments, and in the decision to transform personal challenges into something that benefits others as well. So what does it really take to build a business where flavor and mission grow side by side?

For Collin Pollock, the key lies in refusing to step back when life forces a crossroads. He explains that WheelyQ began with homemade sauce samples, honest feedback, and a commitment to keep pushing forward, even as the condition of spinal muscular atrophy progressed. Collin's story shows how a simple product can become a platform for awareness, giving back, and inspiring others to lead with purpose.

On this episode of the Firebelly Social Show, Duncan Alney talks with Collin Pollock, Founder of WheelyQ Barbecue, to discuss building a mission-driven BBQ brand. They explore turning personal obstacles into entrepreneurship, creating clean sauces with simple ingredients, and donating profits to SMA research. Collin also shares advice on staying persistent and never holding back.

Eric Martindale is the Founder and CEO of Elite Commerce Group, a full-service agency specializing in Amazon and retail media. Under his leadership, the company has driven over half a billion dollars in retail sales for clients, maintaining a strong focus on testing and innovation to stay at the forefront of digital marketing. A former Marine officer and adventure athlete turned e-commerce authority, Eric is also a passionate technocrat interested in futurism. His unique perspective stems from identifying and exploiting retail frontiers before they become mainstream.

Retail isn't just changing online anymore — it's changing everywhere you look, from the checkout line to the end cap. The real question is, as stores become more digital by the day, what does the future of shopping actually look like?

Eric Martindale, a top expert in retail strategy, believes the future of shopping is all about adding digital layers to every physical store visit. He points to everything from mobile checkout to interactive screens and even smart carts as signs that physical retail is becoming inseparable from technology. The takeaway is clear: brands that embrace this shift now will be the ones that stay visible, competitive, and connected to shoppers.

On this episode of the Firebelly Social Show, Duncan Alney is joined by Eric Martindale, Founder and CEO of Elite Commerce Group, to discuss how digital transformation is reshaping the future of retail. They explore BJ's push toward digitization, Target's delivery race, and Walmart's e-commerce leadership. Eric also discusses how social media and AI commerce will soon impact in-store shopping.

Dinos Stamoulis is the Co-founder and Chief of Awesomeness at Paleonola, a company dedicated to crafting delicious grain-free products made from real food ingredients. Under Dinos' leadership, Paleonola has grown from a local Rhode Island farmers market favorite into a nationwide brand and pioneer in the grain-free movement, maintaining its original values for over 14 years. He is passionate about helping consumers rediscover the power of real food and often shares insights on entrepreneurship and marketing with other founders in the food space.

Food trends come and go, but every now and then, a conversation cuts through the noise and gets back to what actually matters. When labels get louder and ingredients get stranger, how do you decide what "real food" really means and who's willing to stand by it?

For Dinos Stamoulis, the answer is simple: real food should stay real. Drawing from his experience as an early pioneer in grain-free eating, Dinos explains that you don't need labs, shortcuts, or trend chasing to make something great. He points to the discipline of saying no — no to diluted ingredients, no to fast growth at the expense of integrity — as the reason trust compounds over time. That mindset doesn't just shape products; it builds brands people believe in.

On this episode of the Firebelly Social Show, Duncan Alney is joined by Dinos Stamoulis, Co-founder and Chief of Awesomeness at Paleonola, to discuss building a grain-free brand rooted in real ingredients and real values. They unpack what it's like to launch before a trend exists, why educating consumers matters as much as selling, and how staying focused protects a brand's soul. Dinos also gives advice on avoiding trend chasing and making long-term decisions that actually last.