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The Firebelly Social Show

The Firebelly Social Show

By: Firebelly Marketing
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 The Firebelly Social Show features food and beverage brands that are on a mission to make the world better. Economics Leadership Management Management & Leadership
Episodes
  • [Sweets And Snacks Show] Founders Redefining Treats With Innovation And Inclusivity

    [Sweets And Snacks Show] Founders Redefining Treats With Innovation And Inclusivity
    Jun 13 2025
    Elvin Willgrass is the Sales Director of Freedom Confectionery, a UK-based company renowned for its inclusive, plant-based, and allergen-free confectionery products. Under his leadership, the company has launched several innovative treats, including the world’s first chocolate-coated vegan gummy bar in collaboration with Pusheen. Prior to joining Freedom Confectionery, Elvin served as Managing Director at Makara Beer Company and General Manager at Lancaster Brewery. Kyle Tilley is the COO of Grazy, a Canadian plant-based ice cream brand known for its dairy-free soft serve and pints. He plays a pivotal role in expanding Grazy's presence across Canada and into the US market. His background in operations and logistics ensures the smooth functioning of the family-run business, which often includes their young child at events. Kyle's dedication to Grazy's mission reflects his commitment to delivering delicious, inclusive treats to a broader audience. Jason Burke is the Founder and CEO of The New Primal, a clean-ingredient food brand known for its grass-fed meat snacks and low-sugar condiments. A former software-sales professional in Charleston, Jason launched The New Primal in 2012, working out of his condo kitchen with a single dehydrator. Under his leadership, The New Primal has raised over $20 million in capital, including a $15 million Series B round in 2021, and grown its product line from just three to over 30 SKUs in key categories. John McCone is the Founder of Rufus Teague, a Kansas-based barbecue brand known for its award-winning sauces and rubs. His passion for barbecue began as a hobby, sparked by a Father's Day gift and fueled by success in local competitions. In 2004, John established Rufus Teague, insisting on using the finest ingredients to create healthy and delicious products. Under his leadership, Rufus Teague has expanded into over 17,000 US stores and reached 10 countries, with availability in major retailers such as Walmart, Publix, Bass Pro Shops, and Dick’s Sporting Goods. Kabir Khurana is a Marketing Executive at Rustle Snacks, a London-based gourmet snack company known for its chef-inspired truffle chips. He is also the founder of Hotel49a, an events company that hosts glamorous queer events around Soho. A graduate of University College London with a degree in philosophy, Kabir combines his academic background with a passion for astrology, spirituality, and innovative culinary experiences. His professional journey includes roles at Clii Crémant, Trident Comms Ltd., and DKor LTD, where he honed his skills in marketing and communications. Andrew Ma is the Founder of Gem Gem, a company renowned for its chewy ginger candies crafted from fresh Indonesian ginger, pure cane sugar, and tapioca starch. Drawing inspiration from his family's 90-year-old ginger candy recipe, he has modernized traditional confectionery by introducing innovative flavors like lychee and rose. Under his leadership, Gem Gem has emphasized natural ingredients and health benefits, positioning the brand as a wholesome alternative in the candy market. Andrew's commitment to quality and innovation has been instrumental in Gem Gem's growth and popularity among health-conscious consumers. 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. In this episode… As consumer demands for healthier, more inclusive, and innovative snack options continue to rise, many food and beverage brands struggle to stand out in a saturated market. Traditional products often fail to meet modern dietary needs or deliver memorable experiences that align with evolving values. So, how can emerging brands combine flavor, functionality, and innovation to win loyal fans and shelf space? Elvin Willgrass, a confectionery innovator, stresses the importance of inclusivity by creating plant-based, allergy-free treats that no one has to miss out on. Kyle Tilley highlights the value of family-driven entrepreneurship and authenticity in expanding a dairy-free brand across borders. Jason Burke advises focusing on flavor-first innovation tailored to kids and parents. John McCone shares how storytelling and heritage shape product identity, while Kabir Khurana recommends premium ingredients and global influences to elevate everyday snacking. Andrew Ma draws from tradition to innovate with unique textures and flavors, and Eric Martindale underlines the critical role of a retail media strategy to sustain success after a product hits shelves...
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    17 mins
  • [Sweets And Snacks Show 2025] Flavor Innovation & Family Roots

    [Sweets And Snacks Show 2025] Flavor Innovation & Family Roots
    Jun 6 2025
    Dror Sharon is the Co-founder and CEO of Belle’s Gourmet Popcorn, a Dallas-based company known for its handcrafted, small-batch popcorn made with high-quality ingredients. Originally from Israel, he brings a rich culinary background to the brand, having progressed from cook to kitchen manager in the hospitality industry. Dror's passion for flavor innovation has led Belle’s to create unique popcorn varieties, such as matcha latte and Dubai chocolate, earning accolades like Best in Show at the 2025 Sweets & Snacks Expo. Under his leadership, Belle’s has grown from a local venture into a nationally recognized brand celebrated for its creativity and commitment to quality. Alexandre Bennet is the Co-founder of Joon Pistachios, a premium snack brand rooted in a 300-year-old family recipe. Raised in New York, he was inspired by the bold, flavorful pistachios from his family's farms overseas and sought to introduce them to the US market. Alexandre launched Joon to offer pistachios free from seed oils and artificial flavors, emphasizing clean ingredients and a unique cooking process. Under his leadership, Joon has gained national recognition for its innovative approach to traditional snacking. Joanne Montz is the Co-founder of Carson’s Caramels, a handcrafted confectionery brand known for its rich, soft caramels made with just four premium ingredients and no preservatives. Alongside her son Carson, she has introduced distinctive flavors like Salty Danish Licorice, incorporating a special syrup sourced from Denmark, and has garnered national acclaim. Beyond her entrepreneurial pursuits, Joanne serves as the Regional Business Enablement Lead, America's Sales DX at Adobe, bringing over 25 years of experience in sales and technology. Tobe Armendariz is the Co-founder of El Nacho Tortilla Chips, a Waltham, Massachusetts-based brand known for its bold flavors and commitment to authentic, sustainable snack-making. At El Nacho, he oversees the creation of chef-crafted chips made from regeneratively grown white corn and cooked in avocado oil, embodying a fusion of tradition and innovation. Drawing on his experience as a production manager at Tortilleria Mi Niña, where he utilized traditional nixtamalization techniques and volcanic stone grinding, Tobe brings a deep respect for heritage methods to his work. His dedication to quality and sustainability has helped position El Nacho as a standout in the natural snack industry. Mayasari Effendi is the Co-founder of Mayasari Tempeh and Mayasari Indonesian Grill, bringing the rich flavors of her Indonesian heritage to Greensburg, Indiana. After immigrating to the US in 2002 to study at Purdue University, she opened the region’s only Indonesian restaurant in 2012, which became the foundation for her tempeh business. Collaborating with local farmers and the Indiana Soybean Alliance, Mayasari developed high-protein, non-GMO soybeans to produce fresh tempeh and Soya Maya Protein Tempeh Chips, now distributed across the Midwest and internationally. Her commitment to sustainability and community is evident in her donation of a portion of each sale to support children's education in Indonesia. Matt Alvord is the Co-founder and President of Foods Alive, a family-owned company dedicated to producing organic, non-GMO, vegan, gluten-free, and kosher food products. Since its inception in 1999, Foods Alive has expanded its offerings to include sprouted crisps, cold-pressed oils, superfood dressings, and various nutrient-rich snacks. Under Matt's leadership, the company has grown from a home-based operation to a large-scale manufacturer to accommodate increasing demand and product innovation. Committed to quality and sustainability, he continues to drive Foods Alive's mission of crafting healthful foods that nourish the body, mind, and soul. Daniel Scharff is the Founder and CEO of Startup CPG, the largest community for emerging consumer packaged goods brands, offering resources, events, and a popular podcast to support early-stage entrepreneurs. With a background in strategy roles at Eat Just, Mars Chocolate, and Deloitte, he brings extensive industry experience to his work. Daniel also served as the founding CEO of Machu Picchu Energy, an organic beverage brand with a social mission. He holds an MBA from the Wharton School and an MA in international studies from the Lauder Institute. In this episode… Breaking into the crowded food and beverage industry can feel overwhelming for founders trying to stand out while remaining true to their roots. From navigating ingredient transparency to scaling production with integrity, today’s innovators face immense pressure to stay original, sustainable, and competitive. So, how are emerging brands crafting products that win awards and hearts without losing sight of their mission? Dror Sharon, Alexandre Bennet, Joanne Montz, Tobe Armendariz, Mayasari Effendi, Matt Alvord, and Daniel Scharff offer diverse strategies to address these ...
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    25 mins
  • Massiel Villanueva On Yoga, Family And YÜJ Granola

    Massiel Villanueva On Yoga, Family And YÜJ Granola
    May 30 2025

    Massiel Villanueva is the Founder and CEO of YÜJ Granola, a health-focused snack company based in Orlando, Florida. The brand offers vegan, gluten-free, soy-free, and low-glycemic granola products, including bars, bites, and cereals. Combining her culinary background and yoga practice, Massiel built YÜJ Granola to promote unity, mindfulness, and nourishment through food. Beyond providing healthy snacks, YÜJ Granola is committed to social responsibility, donating 10% of its proceeds to children's and environmental charities.

    In this episode…

    Launching a food brand in today’s crowded and competitive market is no small feat, especially for founders balancing family, financial pressures, and personal wellness. With thousands of options already on shelves, how do you introduce a unique product while staying true to your mission and identity?

    Massiel Villanueva, a culinary professional and yoga instructor, shares how personal adversity shaped her vision for a softer, cleaner granola alternative. When her son was diagnosed with an immune deficiency, she couldn’t find nourishing snacks that met his needs, so she created her own. Massiel emphasizes staying lean in the early stages, testing the market before scaling, and expressing authenticity through storytelling, community, and sound healing to differentiate your brand in retail. Her insights reveal that bootstrapping, mindfulness, and a strong support system are essential to startup success.

    On this episode of the Firebelly Social Show, Duncan Alney talks with Massiel Villanueva, Founder of YÜJ Granola, about redefining what healthy snacking can look like. Massiel discusses the inspiration behind her product, how yoga influences her business philosophy, and her immigrant journey. She also touches on raising four kids while scaling her brand, the importance of soft-baked granola, and pitching to Walmart with courage and authenticity.
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    29 mins
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