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

From cell-cultured protein and functional soda to premium cereal and frozen snacks, this episode spotlights innovative brands, emerging partnerships, and winning strategies gaining momentum across the CPG landscape.

Show notes:

0:25: Control, This Is BTS. Faire Plays & Pops. A Magnificent Merger. Magic Mallows? Hey, Maker. – Ray and Mike kick things off by unpacking a chaotic behind-the-scenes studio setup before spotlighting standout brands from the 2026 Winter FancyFaire*, including a globally inspired popcorn line, a kid-friendly rooibos tea–based hot cocoa, vegan and gluten-free frozen churros, and Quatro Mamas' salsa macha. The hosts also review Culture Pop's limited-edition black cherry soda collaboration with musician Noah Kahan and discuss the merger of three female-led CPG brands as a savvy early-stage strategy to streamline costs and scale more efficiently. Rounding things out, they dig into Magic Spoon's new protein cereals with marshmallows and protein pastries, along with Tractor Beverage's apple cider vinegar–based "Haymaker" ready-to-drink tonics.

19:58: Interview: Lou Cooperhouse, Co-Founder & CEO, BlueNalu – Lou discusses how BlueNalu is pioneering cell-cultivated seafood, the science behind the breakthrough, and why it could be a new frontier for sustainable, chef-driven dining.

28:11: Interview: Heather Brown, Owner, Sati Soda – Heather shares how Sati Soda has grown into a nationwide brand, offering organic CBD, functional, and low-sugar beverages that resonate with health-conscious consumers.

Brands in this episode: BlueNalu, Sati Soda, Nomad Snacks, Teany Tea, Madres Churros, Culture Pop, Nemi, Tuyyo, Todo Verde, Magic Spoon, Cheerios, Pop-Tarts, Tractor Beverage Co., Olipop, Poppi, Miller, Quatro Mamas

Burlap & Barrel didn't chase scale – and that's why it's winning.

In this episode, Ori Zohar, co-founder and co-CEO of the single-origin spice brand, explains how resisting the urge to go mass, staying profitable, and focusing on quality and relationships helped build a durable CPG brand.

Show notes:

0:25: Ori Zohar, Co-Founder & Co-CEO, Burlap & Barrel – Ori joins Ray at the inaugural Winter FancyFaire* in San Diego, where the entrepreneur recounts his long friendship with Burlap & Barrel co-founder Ethan Frisch and their first business, a socially driven ice cream cart. He explains how Frisch's work in international development and frustrations with nonprofit impact, and his own disillusionment with venture capital, helped spur the creation of Burlap & Barrel. Ori talks about the founders' emphasis on a bootstrapped, values-driven approach and direct trade, trust-based farmer relationships. He highlights early validation from chefs, followed by a pivotal New York Times mention. Ori discusses the brand's focus on DTC e-commerce, thoughtful media relationships, and an educational approach that demystified spices as agricultural products. He also explains how the company has maintained profitability without outside investors, pays premium prices to its partner farmers, positions itself as a "third wave" spice company and how it evaluates collaborations with other CPG brands.

Brands in this episode: Burlap & Barrel, Rancho Gordo, Anjali's Cup

From ginger shots and lentil crisps to sparkling bone broth and cinnamon water, the hosts hit the floor at 2026 Winter FancyFaire* in San Diego to sample what's next in food and beverage. The hosts discuss standout brands, innovative concepts, smart packaging and evolving brand strategies that reveal where wellness, snacking and functional drinks are headed.

Show notes:

0:25: Toll Booth. Talk On Camera. Ginger Boost. Cravable Crisps. New Jerk. Bone Broth What? Chips & Cherries. – At the Taste Radio booth at the 2026 Winter FancyFaire* in San Diego, the hosts highlight Elevator Talk interviews recorded at the show and praise the event's energy, accessibility, and balance of early-stage and established brands. They also spotlight trends like functional wellness, clean-label snacks, and innovative packaging. They sip on Solti's turmeric and ginger shots, before snacking on Paro's new lentil crisps and discussing the brand's move into more mainstream offerings. The hosts also sample Pulpito's new fruit bars, and Morro's unconventional sparkling bone broth. They also feature standouts products, from a portable squeeze-pack peanut butter and Indian-inspired coffee drinks to better-for-you popsicles, cinnamon-infused water, and a variety of functional and indulgent snacks.

Brands in this episode: Solti, Starbucks, Paro, Maazah, Masala Bliss, Pulpito, Solely, Marro, By Nutz, Yeri, Dew Dropper, Rabbit Foods, Tru Cinnamon, Burlap & Barrel, Bitchin' Sauce, The Coconut Cult, Tart, Cheribundi, Todo, Date Better, Baba's, Habiza, Dirty Saint

The hardest part of building a consumer brand isn't the product; it's everything that comes after. Caliwater co-founder Oliver Trevena knows this firsthand.

In a candid conversation, Oliver, who launched the cactus water brand alongside fellow actor Vanessa Hudgens, pulls back the curtain on the less glamorous side of entrepreneurship. He speaks openly about the realities of fundraising, the challenges of securing and scaling distribution, and the emotional toll that building a brand can take.

Oliver shares a behind-the-scenes look at what it takes to build a consumer brand that stands on its own, beyond the power of celebrity names.

Show notes:

0:25: Oliver Trevena, Co-Founder, Caliwater – Oliver discusses his move from Los Angeles to Miami, noting the city's strategic importance as a new market for the brand. He explains how Caliwater was created to be a functional hydration beverage with lower sugar and calories than coconut water. Oliver emphasizes the importance of authenticity in celebrity-backed brands and highlights Vanessa's hands-on involvement. He addresses the challenges of building a beverage company and notes that the impact of celebrity isn't as impactful as may seem. Looking ahead, Oliver discusses his long-term vision for Caliwater and why patience is a virtue in CPG.

Brands in this episode: Caliwater