Duncan Alney is the Founder and CEO of Firebelly Marketing, an award-winning, top-ranked agency that helps founders of mission-driven food and beverage brands grow their businesses and connect with their audiences through social media marketing. Duncan has worked in marketing for 30 years and brings his expertise in engaging with clients and rebuilding brands to each project. He has worked with top brands, including Netflix, Fiji Water, and Sony. Duncan is also the host of the Firebelly Social Show, a podcast featuring leaders and top entrepreneurs in the food and beverage space who are on a mission to make the world a better place.

From plant-based milks to non-alcoholic drinks, the food and beverage world is being reshaped by bold entrepreneurs. Consumers crave healthier options and authentic stories while still demanding great taste and convenience. Can brands meet these expectations and stay ahead of fast-moving trends in 2025 and beyond?

Duncan Alney, Founder of Firebelly Marketing, sits down with industry pioneers to explore how purpose-driven innovation is redefining what we drink and eat. They look at the rise of discovery boxes that spotlight new products, the booming non-alcoholic movement, and the strategies behind building trusted plant-based brands. The conversation reveals how these leaders balance growth, authenticity, and consumer health in an evolving market.

In this special compilation episode of the Firebelly Social Show, Jordan Buckner, Brooks Addington, Matt Oscamou, and Matt McLean share their insights and stories. Tune in to learn how they are shaping the future of food and beverage and inspiring the next wave of industry innovation.

Matt McLean is the CEO and Founder of Uncle Matt’s Organic, a company that makes certified organic juices using fruit grown without synthetic fertilizers or pesticides. He launched the business in 1999 on just three acres in his father’s backyard in Florida, drawing on a family legacy of citrus farming. After selling the company to Dean Foods in 2017, he reacquired it in 2020 with a group of investors, restoring founding leadership and expanding its product line. Today, Uncle Matt’s Organic is the top-selling organic orange juice brand in the US, sold nationwide in thousands of stores.

From a humble citrus grove to grocery store shelves nationwide, one organic beverage brand is rewriting the story of how family values and farming heritage can fuel bold innovation. What does it take to turn a backyard passion project into a market leader in the crowded better-for-you beverage space?

Matt McLean, a fourth-generation citrus grower and organic farming advocate, believes it starts with staying rooted in purpose. He highlights how decades of agricultural wisdom from his father and grandfather helped him convert over 1,500 acres to organic citrus, forming a network of growers committed to sustainability. The result? A thriving, mission-driven brand that balances tradition with constant product innovation. Matt emphasizes that family wasn’t just a part of the business; it was the foundation.

On this episode of the Firebelly Social Show, Duncan Alney talks with Matt McLean, CEO and Founder of Uncle Matt’s Organic, about how family and farming heritage powered the rise of a leading organic beverage brand. They explore Matt’s early export roots, the transformation of Florida’s groves, and how innovation led to teas, lemonades, and functional juices. Matt also talks about becoming the official orange juice of the Orlando Magic.

Duncan Alney is the Founder and CEO of Firebelly Marketing, an award-winning, top-ranked agency that helps founders of mission-driven food and beverage brands grow their businesses and connect with their audiences through social media marketing. Duncan has worked in marketing for 30 years and brings his expertise in engaging with clients and rebuilding brands to each project. He has worked with top brands, including Netflix, Fiji Water, and Sony. Duncan is also the host of the Firebelly Social Show, a podcast featuring leaders and top entrepreneurs in the food and beverage space who are on a mission to make the world a better place.

Sugar lurks in sauces, energy drinks hide unpronounceable chemicals, and even “healthy” labels often mask what’s really inside. Shoppers are tired of guessing what they are putting in their bodies, yet flavor and convenience still matter. Is it possible to enjoy bold taste and lasting energy without sacrificing health or transparency?

Duncan Alney, Founder of Firebelly Marketing, joins leading voices in the food and beverage industry to explore how purpose and innovation are shaping the future of what we consume. They examine the drive for transparency in ingredients, the push to remove hidden sugars from everyday sauces, and the art of crafting low-acidic cold brew coffee. The conversation highlights how natural sources of energy and careful product development can meet consumer demand while promoting wellness and sustainability.

In this special compilation episode of the Firebelly Social Show, William Spencer, Asma Khan, Rob Garwitz, Will Nitze, and Ray Cole share how they are changing the food and beverage landscape. Tune in to discover how you can make more informed choices in what you eat and drink.

Troy Bolotnick is the CEO of Filmland Spirits, a company that blends storytelling and whiskey by crafting small-batch American whiskeys inspired by retro B-movie themes. He launched the brand in 2022 after years in entertainment and entrepreneurship, combining his passion for movies, writing, and bourbon. Under his leadership, Filmland Spirits has earned multiple awards for both its whiskey and its creatively immersive packaging. As of mid-2025, the brand has expanded its retail distribution into at least 15 US states.

In an industry crowded with tradition and sameness, how do you create a brand that feels both fresh and authentic while still delivering world-class quality?

According to Troy Bolotnick, a seasoned entrepreneur and brand builder, the secret is weaving storytelling into every detail. He explains that cinematic labels inspired by B-movies not only spark curiosity but also build an emotional connection with consumers. He highlights how Filmland’s bold design choices are paired with award-winning whiskey to prove that great branding and a great product can coexist. This approach disrupts outdated norms in the bourbon category while inviting new drinkers to join. By merging creativity with craftsmanship, Troy shows how branding can elevate a product into an unforgettable experience.

On this episode of the Firebelly Social Show, Duncan Alney sits down with Troy Bolotnick, CEO of Filmland Spirits, to discuss how it’s possible to have great branding without sacrificing authenticity. They explore why bold labels matter in bourbon, how storytelling fuels brand loyalty, and the balance between creativity and compliance. Troy also shares lessons learned from building a spirits brand during COVID-19.

Duncan Alney is the Founder and CEO of Firebelly Marketing, an award-winning social media marketing firm that increases brand likability through social media marketing. Duncan has worked in marketing for 30 years and brings his expertise in engaging with clients and rebuilding brands to each project. He has worked with notable brands such as Netflix, Fiji Water, and Sony. Duncan is also the host of the Firebelly Social Show, a podcast that features top entrepreneurs in the food and beverage space on a mission to make the world better.

What makes some food and beverage brands stand out in a crowded market while others fade into the background? Is it the product itself, the way it’s marketed, or the story behind it? For many brands, the answer lies in how well they connect with consumers on an authentic and emotional level.

According to Duncan Alney, a leading voice in food and beverage marketing, authenticity comes from telling the right story in the right way. He highlights how brands that embrace transparency, innovation, and mission-driven practices can create deeper bonds with their audiences. The impact is not just increased visibility but long-term trust and loyalty. From carbon-neutral eggs to premium whiskeys, he explains how storytelling turns products into movements, helping even niche brands thrive across multiple distribution channels.

On this episode of the Firebelly Social Show, Duncan Alney is interviewed by Dr. Jeremy Weisz of Rise25 to discuss how storytelling helps food and beverage brands build authenticity. They explore trends shaping the industry, how social media supports brand growth, and why distribution beyond retail is critical. Duncan also discusses supporting mission-driven founders through podcasting.

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.

Building a successful brand isn’t just about selling more products — it’s about creating recognition and trust long before the customer is ready to buy. Many food and beverage companies focus on short-term sales, but without visibility and awareness, growth quickly stalls. So how can brands balance profitability with building a lasting presence?

According to Eric Martindale, a thought leader in retail media and e-commerce, the answer lies in prioritizing brand awareness as part of a full-funnel strategy. He highlights that relying solely on bottom-of-the-funnel ads may generate quick wins, but it leads to “redlining,” where ad spend becomes unprofitable and unsustainable. To break out of this trap, he emphasizes the importance of owned traffic like email and social media, which can feed platforms such as Amazon with new customers and trigger algorithms to favor a brand. The impact, Eric explains, is greater long-term growth, stronger positioning against competitors, and resilience when trends shift.

On this episode of the Firebelly Social Show, Duncan Alney talks with Eric Martindale, Founder and CEO of Elite Commerce Group, about the importance of brand awareness in e-commerce growth. They explore how awareness impacts profitability, why off-platform traffic gives brands an edge, and how retail media drives ROI. Eric also talks about the future role of AI search in shaping brand visibility.

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.