What if the future of wellness marketing is simply… not trying so hard? In this episode, the hosts explore how mission-driven CPG brands are moving beyond preachy messaging and into a new era of modern moderation, one rooted in balance, authenticity, and consumer trust.

Plus, we sit down with beverage industry veteran Kevin Klock, who's back in the game as the co-founder and CEO of moringa-infused brand Orange Toucan, and Keegan Fong, the founder of Woon, a culture-forward pantry brand inspired by a family's beloved Chinese restaurants.

Show notes:

0:25: MIA. Done Dry. Don't Lecture Me. A Good "Bully." Pop The Top. Too Much Tallow? Boop Me. – The team promotes an upcoming Miami meetup on February 18th at Casa La Rubia, encouraging founders to bring product samples. They also discuss how consumer attitudes around Dry January and wellness marketing are shifting away from rigid "all-or-nothing" messaging toward balance, moderation, and authenticity. The hosts shift to product samplings, including a new line of spirit-free canned cocktails, a brand of coffee beans with explosive packaging, beef tallow tortilla chips, BFY instant soups, protein shots, and corn snacks flavored with Vietnamese coffee.

19:58: Interview: Kevin Klock, Co-Founder & CEO, Orange Toucan – Kevin Klock shares the origins of Orange Toucan and his partnership with co-founders Rob Snell and Sandy Wheeler, creator of Bowflex. He explains how the moringa-infused beverages, blended with ginger and turmeric, are designed to support inflammation reduction and blood sugar management, highlighting Wheeler's own experience with the products. Klock also discusses the brand's approach to consumer education through online channels and trusted influencers.

28:11: Interview: Keegan Fong, Founder, Woon – Keegan explains the meaning of "Woon" and how the brand took shape during the COVID pandemic. He discusses Woon's growth to more than 500 stores nationwide, with products like Mama's Way hot sauce, a versatile stir-fry sauce, and other pantry staples. Keegan also shares how building an online following helped fuel retail expansion and create a full-circle brand experience connecting the restaurant and packaged goods.

Brands in this episode: Recess, Athletic Brewing, Zevia, Red Bull, Bully Boy Distillers, Pretentious Coffee, Blue Bottle, Manchas, Long Weekend, The Cumin Club, Green & Sunny, Shooka Sauce, Boop, Chilly Water, Like Air, Copper Cow

After years of building credibility with a core consumer, Zevia is leaning into scale – and confronting what it takes to turn a purpose-driven brand into a durable CPG business.

In this episode, CEO Amy Taylor breaks down the executional shifts across product, pricing, packaging and mass retail distribution that are helping Zevia compete more effectively in mainstream grocery and position the brand for sustainable, long-term growth.

Show notes:

0:25: Amy Taylor, CEO, Zevia – Amy discusses her journey from two decades at Red Bull to leading Zevia, explaining how her brand-building experience prepared her to scale a modern soda brand at the right cultural moment. She positions Zevia as a timely solution amid growing interest in the better-for-you soda category and explains how advances in stevia use and flavor blending have unlocked a more sugar-like taste. Amy highlights the brand's expansion into mainstream retailers like Walmart, its role as an anchor brand due to value and multipacks, and the importance of trust, transparency, and word-of-mouth marketing over lecturing consumers. She also discusses packaging makeovers and a new marketing campaign focused on a moderation-based philosophy. Amy also outlines her leadership approach, which is centered on humility, strong teams and long-term growth.

Brands in this episode: Zevia, Red Bull, Pepsi, Coca-Cola, Mountain Dew, Sprite, Doritos, Oreos