Brand Alchemist Podcast

Taja Dockendorf is the Founder, Owner, and Creative Director at Pulp + Wire, a female-founded, award-winning, full-service CPG branding and marketing agency. Pulp + Wire specializes in helping natural and organic foods, cannabis, hemp, and lifestyle brands discover their identities and create websites, packaging, and social media strategies that resonate with their audiences. Taja has built P+W into one of the most in-demand, referred design houses in the Northeast, and her creative approach to a client-centric and holistic business model has consistently earned the company multiple graphic design and advertising awards. She is a regular contributor to Forbes, focusing on team culture in the creative space, and has been featured in The Dieline, Graphic Design USA, and Food Manufacturing Magazine, among other publications. Before Pulp + Wire, Taja co-founded multiple other brands and companies. In this episode… Many founders and brand owners maintain that their brand is “their baby” and should be an extension of their personalities. However, this mentality doesn’t always resonate with target audiences. How can you separate yourself from your brand to create a company that serves your target audience? While your personality may fuel your brand’s vision, it doesn’t always define it. Award-winning brand builder Taja Dockendorf emphasizes conducting in-depth research into your target audience’s habits, preferences, purchasing decisions, and lifestyles to structure your brand. Once you’ve conducted sufficient research, you can begin creating products and designing packaging and logos. During this phase, it’s crucial to acquire and embrace customer feedback to refine your efforts and create a brand that best resonates with consumers. In this exclusive episode of the Brand Alchemist Podcast, Taja Dockendorf talks about creating a consumer-centric brand that doesn’t just reflect your personality. She shares consumer testing strategies for the launch phase, delves into the research phases of brand-building, and explains why your brand isn’t really your baby.

Taja Dockendorf is the Founder, Owner, and Creative Director at Pulp + Wire, a female-founded, award-winning, full-service, CPG branding and marketing agency. Pulp + Wire specializes in helping natural and organic foods, cannabis, hemp, and lifestyle brands discover their identities and create websites, packaging, and social media strategies that resonate with their audiences. Taja has built P+W into one of the most in-demand, referred design houses in the Northeast, and her creative approach to a client-centric and holistic business model has consistently earned the company multiple graphic design and advertising awards. She is a regular contributor to Forbes, focusing on team culture in the creative space, and has been featured in The Dieline, Graphic Design USA, and Food Manufacturing Magazine, among other publications. Before Pulp + Wire, Taja co-founded multiple other brands and companies. In this episode… With so much innovation and noise in the CPG market, brands must adapt and differentiate themselves from the competition, all while remaining consistent with their values and keeping the consumer at the forefront. What can you learn from five CPG brand founders who have balanced these responsibilities amid a rapidly evolving market? When scaling your brand, you must ensure your products remain true to your company’s core. Junea Rocha recommends making small changes to your manufacturing over time, while Hector Saldivar warns against growing too quickly and instead suggests building relationships with key retailers and investing in channels that complement your products. Advertising in stores is no longer enough to capture consumers’ attention, so Alison Cayne has merged digital shopping with in-store experiences by offering consumers online recipes for her products. Whether operating in the restaurant or DTC space, consumer engagement and connection are crucial. Jake Karls has developed a brand persona that exudes positivity, and Nabeer Alamgir has dedicated his brand to fostering connections with restaurateurs. In the Brand Alchemist Podcast’s exclusive compilation episode, Taja Dockendorf reviews her top five episodes. With insights from Junea Rocha, Hector Saldivar, Alison Cayne, Jake Karls, and Nabeer Alamgir, Taja reflects on generating brand engagement and connection, how to scale sustainably, and how to position your products in front of consumers.

Sara Cullen is the Founder and CEO of GEM, a multivitamin made from real food. After years of struggling with fatigue, inflammation, and digestive issues, she discovered she was nutrient deficient and created a transparent and sustainable solution made with nourishing whole foods. Sara is driven by a passion for sustainable farming and global agriculture. In this episode… The standard American diet falls short of the recommended daily nutrient intake, leading many people to be nutrient-deficient despite eating what they may consider a healthy diet. Modern supplements and vitamins don’t offer much of a solution, since most of them are little more than sugar-coated gummy bears. Find out how a CPG entrepreneur is revolutionizing traditional notions of multivitamins with a novel idea. Sara Cullen suffered from various nutrient deficiencies for years until consuming plant-based supplements like spirulina, algae, and other seaweeds transformed her health for the better. With a strong belief that food is medicine, Sara began developing multivitamins made with nutrient-rich superfoods like ginger, orange, turmeric, and seeds. By balancing taste with health and wellness benefits, she has created an innovative product that subverts the vitamin and supplement category. Sara maintains that focusing exclusively on DTC rather than retail has allowed her to better incorporate consumer feedback into her products for continuous iterations and refinement. In the latest episode of the Brand Alchemist Podcast, Taja Dockendorf interviews Sara Cullen, the Founder and CEO of GEM, about how she transformed her personal health struggle into a real food nutrition company. Sara shares why GEM doesn’t believe in mega-dosing, the company’s strategic growth choices, and how she developed the brand’s flavor profiles.

Junea Rocha is the CMO and Co-founder of Brazi Bites, a better-for-you, Latin-inspired, gluten-free frozen foods brand. With a background in civil engineering, she transitioned to the food industry by scaling her family’s recipe for Brazilian cheese bread into a thriving brand with multiple product lines sold in thousands of stores nationwide. Junea also launched the Latino Entrepreneur Accelerator Program, where she empowers emerging entrepreneurs to advance minority representation in the CPG industry. In this episode… The CPG industry is reaching new heights with the ongoing introduction of culturally rich products. However, many consumers aren’t ready for such a drastic shift from the traditional. How can you ensure the market is primed for your family recipes? Latina entrepreneur Junea Rocha tried launching a frozen version of her family’s Brazilian cheese bread from a food truck, but consumers weren’t prepared to merge the two distinct categories. It wasn’t until her brand appeared on Shark Tank that she captured consumers’ attention and began developing a marketing strategy utilizing customer behavior to innovate effectively. When scaling for mass production, Junea recommends maintaining cultural authenticity and communicating your brand story and product value in your packaging and design. In the latest Brand Alchemist Podcast episode, Taja Dockendorf welcomes Junea Rocha, the CMO and Co-founder of Brazi Bites, to talk about how she scaled a culturally authentic food brand. Junea shares her strategic approach to gradual innovation and product evolution, why she developed the Latino Entrepreneur Accelerator Program, and her creative brand-building process.

Mike Glick is the Co-founder and CEO of Goode Health, a health and wellness company specializing in biometric tracking and nutrition products designed to improve overall health. He also leads the Columbus studio for Palm Venture Studios, a private firm for new health and wellness technologies located at Ohio State University. Having spent over 10 years leading adult and pediatric nutrition at Abbott, Mike is dedicated to improving accessibility to nutrition and healthcare. In this episode… In an industry flooded with generic products, nutrition brands must differentiate their offerings through customized solutions. How can you educate consumers about your products’ unique benefits? Nutrition expert and startup entrepreneur Mike Glick developed a protein supplement company that stands out in a cluttered market by adhering to transparency, ethical standards, and product efficacy. The brand tailors products to consumers’ health needs by offering personal nutrition assessments that address nutrient deficiencies and goals. Mike recommends leveraging authentic case studies of vetted individuals who understand your brand’s mission and can communicate the personal benefits and provide educational advice. This reduces the confusion surrounding nutritional health products and positions your brand as a reliable solution. Tune in to this episode of the Brand Alchemist Podcast as Taja Dockendorf hosts Mike Glick, the Co-founder and CEO of Goode Health, who talks about revolutionizing personalized nutrition in the CPG market. Mike shares how to market a new brand in a competitive industry, how to identify your target audience, and Goode Health’s future expansion plans.

Hector Saldivar is the Founder of Tia Lupita Foods, a Mexican-inspired food brand made with clean ingredients. A Mexico City native, he adapted his mother’s renowned hot sauce recipe into a thriving business. With 14 years of CPG experience, Hector began his career as a field representative before working for industry giants like Nestlé and Diamond Foods. In this episode… Starting a new business venture can be a challenge filled with unexpected trials and lessons, especially in the CPG space where creative freedom is valued. How can you harness this creativity to adapt cherished family recipes for the modern consumer? Transitioning a family recipe from small batches to large-scale production requires making some compromises, yet culture connoisseur Hector Saldivar has managed to preserve 95% of the original taste of his mother’s famous hot sauce. He has achieved this by infusing his brand with authentic stories and family traditions that resonate with customers and distinguish his product in the market. By showcasing your passion in every brand effort, you can cultivate connections and relationships with consumers and stakeholders. In today’s episode of the Brand Alchemist Podcast, Taja Dockendorf chats with Hector Saldivar, the Founder of Tia Lupita Foods, about building a CPG brand from a beloved family recipe. Hector shares how he overcame imposter syndrome and navigated rapid growth and reveals his plans for expanding Tia Lupita’s product offerings.

Mike Schanbacher is Co-founder of Blobs, a candy company with clean ingredients and low sugar content. In his role, he spearheads Blob’s marketing and growth strategies, infusing the brand with the joy and nostalgia of childhood candy. With experience crafting digital marketing and growth strategies, Mike has held roles at numerous prominent companies, including Ogilvy, Partner Commerce, Quip, and USA Today. Nicholas Kheny is Co-founder of Blobs, where he oversees operations, finance, strategy, and R&D, ensuring great-tasting, better-for-you candy. With a background in biochemical and environmental engineering, he transitioned from real estate to candy-making after discovering a passion for innovative consumer solutions and sustainability. In this episode… What does it take to turn a nostalgic passion into a groundbreaking business? Many sweets and snacks on the market are either filled with sugar or contain sweeteners with unpleasant tastes and textures. Is it possible to disrupt the traditional candy market with something entirely new? Mike Schanbacher and Nicholas Kheny tackled this challenge head-on with a gummy candy brand that debunks the myth that healthy candy can’t be fun or delicious. When introducing an innovative product to a crowded market, they recommend embracing creativity in the development process by exploring new shapes, colors, and textures to make the product stand out and create a unique brand identity. Once customers become familiar with your brand, you can integrate their feedback into your product iterations to adapt to the market. Each brand-building effort should incorporate storytelling elements in your packaging and marketing to capture consumers’ imaginations and foster brand engagement. In the latest Brand Alchemist Podcast episode, Taja Dockendorf welcomes Mike Schanbacher and Nicholas Kheny of Blobs to discuss how their brand fulfills childhood memories of candy without guilt. Together, they recount the trial and error in perfecting their product, the strategic brand positioning, and their commitment to connecting with consumers in a genuine, memorable way.

Chitra Agrawal is the Founder of Brooklyn Dehli, an Indian-American condiments brand. She founded Brooklyn Dehli to bridge cultures by connecting consumers to authentic Indian flavors. Chitra is the author of the cookbook Vibrant India: Fresh Vegetarian Recipes from Bangalore to Brooklyn. For over 15 years, she has taught and written about vegetarian food rooted in her Indian heritage. In this episode… People often launch CPG brands after identifying a gap in the market, but others do so to fulfill a personal need. When taking this route, recognizing and connecting with your ideal customer can prove challenging. Hear how a CPG entrepreneur influenced by her cultural background brought her brand to the mass market. Fueled by a desire to introduce Indian cuisine and flavors to the world, Chitra Agrawal established a personal vision for her brand uninfluenced by conventional market products. Although her brand didn’t scale at a traditional pace, she was able to forge her own path and control the direction of her growth. When introducing consumers to diverse products not recognized by the mass market, Chitra suggests including recipes on your website to instruct consumers on product usage. By infusing your marketing efforts with your personal mission, consumers are more likely to connect with you. Tune in to this episode of the Brand Alchemist Podcast as Taja Dockendorf chats with Chitra Agrawal, the Founder of Brooklyn Dehli, about her journey introducing culturally rich products to the market. Chitra shares the value of growing a brand without expectations or timelines, her favorite aspect of building a culturally inspired brand, and Brooklyn Dehli’s plans for product expansion.

Gardar Stefansson is the CEO and Co-founder of GOOD GOOD, a CPG brand offering all-natural and low-calorie jams, butters, and spreads with no added sugar. In his role, Gardar oversees daily operations and establishes a cross-country network. After noticing most food options were high in sugar or contained artificial sweeteners, he founded the brand to offer tasty and nutritious alternatives. Before launching GOOD GOOD, Gardar co-founded two artisan salt companies. In this episode… With diabetes becoming a global epidemic, people are searching for sugar substitutes and alternatives to sugary foods. However, most of these products are known for their artificial flavors and unpleasant textures. With a commitment to cultivating healthy lifestyles, today’s CPG entrepreneur has discovered and branded palatable no-sugar-added products. Entrepreneur and foodie Gardar Stefansson realized that most people associate no sugar with horrible flavors, so he began offering consumers samples of naturally sweetened jams and jellies to disprove that belief. His target audience soon discovered that it’s possible to create sweet and great-tasting food without added sugar. Gardar emphasizes that brands marketed as natural and healthy must fully recognize their production process and the source of their ingredients to convey an authentic brand story. In today’s episode of the Brand Alchemist Podcast, Taja Dockendorf welcomes Gardar Stefansson, Co-founder and CEO of GOOD GOOD, to speak on the process of creating a genuinely likable no-sugar-added brand. Gardar shares how he transitioned from making salt to making jam, how he sustains his mission of sourcing natural food, and GOOD GOOD’s plans to revolutionize the spreads category.

Alex Sorenson is the Founder of Blank Slate Kitchen, which crafts internationally inspired sauces with all-natural, quality ingredients. The brand began as a side project before evolving into a successful venture sold nationwide and featured in major publications. As a New York Times-starred chef, Alex has worked in various fine-dining restaurants throughout New York City, France, Rwanda, and Borneo. In this episode… When you’ve satisfied a market need with a brand built from your personal experiences, it’s natural to execute each step of the process singlehandedly, ensuring everything aligns with your standards. Yet this isn’t sustainable long-term, stunting future brand growth. Hear how a forward-thinking brand owner propelled his business forward despite setbacks to get his exclusive products in consumers’ hands. After the first year of making chili oil in his personal kitchen to ensure quality outputs, Alex Sorenson sliced his finger with a mandoline blade, significantly delaying production. He decided to partner with a co-packer to expedite production and shipping, allowing him to focus on growing the business rather than overseeing daily operations. But Alex nearly lost his brand after partnering with a co-packer who underfilled his products and didn’t ensure safe packaging methods. He maintains that co-packer relationships are fundamental to business success, emphasizing the importance of researching and vetting each company before establishing a mutual agreement with each other. Welcome back to the Brand Alchemist Podcast as Taja Dockendorf interviews Alex Sorenson, the Founder of Blank Slate Kitchen, about his brand-building story. Alex talks about his products’ travel-inspired, culturally rich flavor profiles, his plans to diversify his product line, and how he transitioned from a software engineer to a professional chef.

Ashley Nickelson is the Founder and CEO of B.T.R. Nation, which produces on-the-go, better-for-you snacks that reimagine typical vending machine food. B.T.R. Nation has tens of thousands of customers nationwide and is distributed in over 600 stores. After her parents were diagnosed with cancer, Ashley became their primary caretaker and spent years eating out of hospital vending machines and cafeterias. With a background in biochemistry and food studies, she began making protein-packed plant-based snacks. In this episode… With many consumers becoming more health-conscious, the market is saturated with natural, better-for-you food options. However, even while promoting fresh ingredients, some brands begin manufacturing their products with refined and engineered ingredients over time, replicating their original flavors while cutting costs. How can you maintain a commitment to real food ingredients while differentiating yourself in the market? With a unique mission to replace toxic vending machine snacks with plant-based, protein-packed snack bars and bites, Ashley Nickelsen produces her products with real food for authentic flavors. She launched her brand in DTC channels to build initial brand awareness before transitioning into retail, where she focused on creating eye-catching packaging to attract new consumers. Yet consumers are often inundated with innumerable snack options, so to generate a loyal customer base, you must instill your mission into every endeavor from marketing and packaging to manufacturing, expansion, and innovation. In this episode of the Brand Alchemist Podcast, Taja Dockendorf welcomes Ashley Nickelson, the Founder and CEO of B.T.R. Nation, to talk about the brand’s evolution. Ashley shares why you shouldn’t focus on cost when manufacturing products, how to raise capital to build brand awareness, and her vision for the brand’s expansion and innovation.

Jenna Liut is the Chief Commercial Officer and Co-founder of Kiddiwinks, a plant-based prebiotic milk for kids. As a marketing and business development specialist, she has experience in food and agriculture systems, storytelling, consumer behavior, and early-stage startup operations. Before Kiddiwinks, Jenna hosted the Eating Matters podcast and was the VP of Product at Ambrosia, a startup fighting food waste. In this episode… Plant-based milk has been sweeping the market over the past 5-10 years as more consumers develop dairy intolerances. However, options like almond and oat milk lack the vital nutrients present in cow’s milk, and many children with dietary restrictions find the texture and taste unpleasant. How can you produce and market functional beverages for a niche audience? After recognizing her own child’s intolerance to milk protein, Jenna Liut partnered with research developers and nutrition experts to develop a tasty plant-based milk fortified with essential proteins, fibers, and vitamins. When launching and marketing a functional new product, customizing the messaging and packaging for your target audience is crucial, so Jenna created distinctive and lively designs tailored to kids. You must also remain consistent with your products to maintain their original benefits and characteristics, especially with a young consumer base. Throughout the process, you may attract consumers outside your initial scope, as Jenna discovered when teens and parents of young children began consuming her products. In today’s episode of the Brand Alchemist Podcast, Taja Dockendorf returns to interview Jenna Liut, the Chief Commercial Officer and Co-founder of Kiddiwinks, about building a functional brand for kids. Jenna explains the difference between traditional plant-based milk and Kiddiwinks’ functional beverages, her long-term vision for the brand, and the lessons she’s learned along her journey.

Derek Wallace is Co-founder of Kalamata’s Kitchen, a multimedia platform that encourages children to explore the world through food. Inspired by an episode of Chef’s Table, he creates a curious and compassionate generation of eaters by using food to introduce kids to new experiences and cultures. Derek has experience in marketing, branding, go-to-market strategies, enterprise sales, and community program development. In this episode… Every business starts with a vision, but creating a sustainable company requires executing your idea with a strategic plan and a compelling story. Although vision-oriented entrepreneurs may experience discouragement and rejection, true impact occurs if consumers resonate with the mission. How can you position your idea in front of your target audience? After searching for an age-appropriate and engaging medium to share his love of food with his son, Derek Wallace created relatable characters around a pledge to encourage kids to experience diverse foods. Through multi-channel content creation that integrates his initial vision into every touch point, Derek can create an authentic brand with a loyal audience. You can engage your consumerbase by fostering unique experiences that encourage customers to participate in your ideas. When you focus on storytelling, your customers will share your legacy. In today’s episode of the Brand Alchemist Podcast, Derek Wallace, Co-founder of Kalamata’s Kitchen, joins Taja Dockendorf to talk about his mission-focused brand. Derek explains how to execute a vision without going over budget, his personal growth as an entrepreneur, and his company’s evolution from a book to animated content.

Chris Kirby is the Founder and President of Ithaca Hummus, the leading fresh-crafted hummus brand. After launching a lemon garlic hummus made with fresh ingredients, Ithaca became the fastest-growing hummus brand in America, sold at over 8,000 retailers nationwide including Wegmans, Whole Foods, Publix, and Sprouts. Chris started his career in the culinary industry as a professional chef. In this episode… Fresh ingredients are expensive and difficult to mass produce, so some growing CPG brands compromise on product quality to reduce their COGS — but for mission-focused brands, skimping on ingredients is not an option. Learn how to maintain freshness while navigating growth and manufacturing challenges. As a formally-trained chef, Chris Kirby prioritizes fresh ingredients and quality, so he built a sustainable business model around transparency and education. He teaches his audience the difference between chemically-extracted and expeller-pressed seed oil, facilitating informative dialogue about healthy fats. With a Detox Project-certified hummus brand, Chris ensures his chickpeas are glyphosate-free, delivering healthy products to consumers. When striving for high-quality ingredients, Chris emphasizes the value of cultivating relationships with outsourced partners and vendors. In today’s episode of the Brand Alchemist Podcast, Taja Dockendorf sits down with Chris Kirby, the Founder and President of Ithaca Hummus, who shares his journey of creating a clean-label hummus brand. Chris talks about the brand’s expansion from hummus to salsa, his entrepreneurial evolution, and the genesis of Ithaca Hummus.

Nicole Cardone is the Co-founder and CEO of Fruitful Brands, the umbrella company of SorBabes and Fudgy Pop. SorBabes offers artisanal, flavor-dipped sorbet bars and Fudgy Pop produces rich, dairy-free fudge bars. After working as a financial analyst in the private financial sector, she created disruptive frozen food products focusing on flavor, quality, sustainability, and human and animal welfare. Deborah Gorman is the Co-founder and Owner of Fruitful Brands, SorBabes, and Fudgy Pop, where she focuses on reinventing and innovating classic treats. The brands have been featured in Fortune, Buzzfeed, PopSugar, and more. As an experienced food industry professional, recipe developer, and chef, Deborah’s skills include innovation, R&D, and business development. In this episode… Sweet treats like ice cream bars and fudgsicles are nostalgic for many American consumers. However, many of these products are now white-labeled, sold in bulk, and made with artificial ingredients some consumers can’t tolerate. Today’s resourceful guests have developed a unique way to innovate their product line while educating and targeting consumers. Business partners and frozen treat trailblazers Nicole Cardone and Deborah Gorman recreated sorbet with frozen fruit bars after becoming dissatisfied with traditional options. Their staggering success inspired them to create similar products using chocolate. Yet sorbet and chocolate are distinct categories in consumers’ minds, so Deborah and Nicole founded a separate company to launch and market chocolate-dipped pops as exclusive products. Managing juxtaposing brands with products in adjacent categories creates opportunities to emphasize their similarities and differences through educational website landing pages. In today’s episode of the Brand Alchemist Podcast, Taja Dockendorf hosts Nicole Cardone and Deborah Gorman, the duo behind Fruitful Brands, to talk about managing two diverse brands under one company. Together, they share SorBabes’ first packaging designs, Fudgy Pop and SorBabes’ innovation and growth plans, and how they partnered to reinvent the frozen food category.

Daniel Del Coro is the Head of US Business Development at Secret Island Salmon and its parent company Salmones Austral, which specializes in sustainable seafood. With over 15 years of experience in the food business, he has partnered with award-winning chefs and worked in management, sales, branding, and marketing with startups, mid-market sustainable food brands, and nonprofit organizations like Slow Food New York City and New Amsterdam Market. Daniel studied leadership, crisis management, and survival skills at the National Outdoor Leadership School. In this episode… Seafood is a rapidly-expanding category in the CPG space. However, the controversy about wild versus farmed seafood has created misinformation among consumers. Farmed seafood like salmon is believed to be contaminated with chemicals, pathogens, dyes, and antibiotics. How can you educate consumers about sustainable aquaculture? As an advocate for sustainably-produced food, Daniel Del Coro is leading the initiative to destigmatize farmed salmon. With the world’s population expected to reach 10 billion by 2050, food production must increase by 60%, so responsibly-managed seafood farms are crucial to ensure quality food. You can develop informative and engaging campaigns to educate consumers about the differences between farmed and wild-caught seafood, creating space in the market for both production methods. Join Taja Dockendorf in welcoming the Head of US Business Development at Secret Island Salmon and Salmones Austral Daniel Del Coro to this episode of the Brand Alchemist Podcast. Together, they discuss how Secret Island is revolutionizing aquaculture. Daniel also addresses how the seafood industry has evolved, Secret Island’s new product innovations, and the company’s emergence into the retail space.

Stefanie Garcia Turner is the Founder and CEO of TUYYO, a modern line of Hispanic food and beverages made with natural ingredients. With nearly two decades of experience in the natural products industry, she has helped hundreds of brands scale in various roles, including procurement, supplier business development, and sales and distribution management. As an advocate for good food systems, Stefanie has spoken at events like the USDA Know Your Farmer, Know Your Food initiative and is a member of the nonprofit organization Slow Food. In this episode… Innovative CPG brands are paving the way for diverse products that introduce consumers to bold new flavors and cultures. But when certain consumer demographics aren’t familiar with the product line, launching and positioning the items in the market can be difficult. How can you educate consumers to accelerate product innovation and grow your brand? Stefanie Garcia Turner’s line of Latin-inspired agua fresca powders gained rapid traction among families with small children and anyone wanting to incorporate a simple, refreshing beverage into their daily routines. But she struggled to market her instant coffee, as the product isn’t widely consumed among American shoppers. When educating consumers on item use, you must determine the ideal sales channel and revise your messaging to attract various demographics. Additionally, partnering with brokers can help you maintain an upward growth trajectory by marketing to specific audiences. The Founder and CEO of TUYYO, Stefanie Garcia Turner, is Taja Dockendorf’s guest in this episode of the Brand Alchemist Podcast. Together, they discuss Stefanie’s journey as a female and minority business owner launching culturally-diverse beverages. Stefanie also talks about how TUYYO’s consumer base has evolved, her love of agua fresca, and how she developed her beverages.

Alison Cayne is the Founder of Haven’s Kitchen, which produces globally-inspired fresh-made sauces. After teaching home cooking for over two decades and owning a cooking school and cafe for eight years, she launched a line of fresh sauces in pouches. Alison is the author of the critically-acclaimed book The Haven’s Kitchen Cooking School and has contributed to publications such as the New York Post, Forbes, Architectural Digest, and Food. She also hosts In the Sauce, a podcast about building CPG brands. In this episode… With CPG brands launching versatile products in multiple categories, founders must position these items strategically to capture consumers’ attention. But these marketing efforts must extend beyond in-store channels to accommodate evolving consumer behaviors. How can you navigate demands, product innovations, and brand positionings to scale and expand in a digitally-focused space? With a line of diverse, homemade vegan sauces, cooking connoisseur Alison Cayne launched her products in multiple categories to emphasize the various features and teach consumers how to cook with them. She began collaborating with brands in similar categories to market her products and educate consumers. But with the introduction of digital channels, advertising exclusively in stores became difficult. Instead, Alison recommends integrating digital marketing with in-store discounts and incentives to streamline product innovation and expansion. Tune in to this episode of the Brand Alchemist Podcast as Taja Dockendorf sits down with Alison Cayne, the Founder of Haven’s Kitchen, to discuss how she grew her brand through multiple sales channels. Alison shares her love for home cooking, how she educates consumers about her versatile products, and her greatest personal and professional lessons.

Alison Evans and Chloe Bergson are the Co-founders of Sayso, a premium cocktail company offering tea bag cocktails. After meeting at Harvard Business School and bonding over their shared love of food and drink, Alison and Chloe noticed a lack of homemade cocktail options. They began experimenting with all-natural ingredients in tea bags and created delicious cocktails and mocktails. In this episode… When it comes to the CPG beverage space, consumers are always looking for authentic and easily accessible alcoholic or mock drinks. With so many options on the market, how can you innovate to meet evolving demands and reach new audiences? After creating a cocktail mix in tea bags, business partners Chloe Bergson and Alison Evans knew they wanted to position the product as an innovation in the drink mixer space. But consumers began using the product as a mock tea, so Alison and Chloe refined their messaging and designs to eliminate confusion and convey the item as a versatile drink for everyone. They encourage other spirit and drink brands to identify market demand and release multiple item variations to evaluate product-market fit. In this Brand Alchemist Podcast episode, Taja Dockendorf welcomes Alison Evans and Chloe Bergson, Co-founders of Sayso, who share their experiences testing, learning, and innovating in the spirit industry. Together, they discuss Sayso’s product line evolution and how they navigated the difficulties of positioning the brand on retail shelves.

Charlie Weisman is the Founder of Staff, which reimagines household items with bold colors, unique materials, and pleasing characters. After being stuck in a tiny New York City apartment during the pandemic, he founded Staff with the mission of bringing joy to the mundane. The disruptive launch of Staff’s first product — a plunger with a smiley face — pays homage to Charlie’s grandfather, who had a lifelong career as a plumber. Charlie is a former Guinness Book of World Records judge and advertising executive. In this episode… The lifestyle space is a broad category, and it’s often difficult to promote products and generate sales. This is especially the case with long-lasting, slower-moving products. How can you maintain relevance and gain traction in the market? As an innovative visionary, Charlie Weisman created household essentials with distinct functions and fun displays. But durable products like toilet plungers and oven mitts are often one-time purchases, so he launched additional clever and creative products to elevate sales. Charlie recommends breaking into new markets to connect with a wider audience and initiate product demand. Join Taja Dockendorf in today’s episode of the Brand Alchemist Podcast as she welcomes Charlie Weisman, the Founder of Staff, who shares the household brand’s unique story. Charlie talks about Staff’s product iterations, pressing challenges in the CPG space, and how he generates awareness for his brand.