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The Radically Fun and Environmentally Friendly Water Brand featuring Amy Friedlander Hoffman, Liquid Death Mountain Water

There’s good marketing. There’s great marketing. And then there’s Liquid Death’s marketing. 

Liquid Death took a healthy habit and made it 50 times more fun — by turning traditional marketing on its head. Instead of trying to send a weighty message about the benefits of drinking water, they use comedy to promote their product. They’re not making fun of others — just of themselves. By using humor, they’re connecting with more consumers, promoting good habits, and helping the environment.

In this episode of the Gooder Podcast, host Diana Fryc is joined by Amy Friedlander Hoffman, Chief Business Officer for Liquid Death, to discuss their innovative marketing strategies. Amy talks about how the company is helping the environment, the company’s structure for success, and why humor is the perfect marketing tool.

In this episode we learn: 

  • Amy Friedlander Hoffman shares how Liquid Death is making it super fun to drink water
  • Liquid Death’s mission to do good and turn traditional marketing on its head
  • Amy discusses her transition from the world of tech to the world of CPG
  • Launching products into new cities and retailers
  • Handling the worst-case scenarios
  • How Liquid Death structured leadership responsibilities and reporting for success
  • Taking advice with a grain of salt
  • What’s the strategy behind Liquid Death’s branding and design?
  • Why Amy left law school to pursue business endeavors
  • How Liquid Death is impacting the environment for the better
  • Why CPG company owners should open up to the idea of hiring outside of the industry
  • Innovative suggestions for how stores could change up their shelving strategies
Gooder Podcast

The Radically Fun and Environmentally Friendly Water Brand featuring Amy Friedlander Hoffman, Liquid Death Mountain Water

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About Amy Friedlander Hoffman

Amy Friedlander Hoffman is the Chief Business Officer for Liquid Death Mountain Water. Liquid Death is a quickly-growing beverage brand that packages water in infinitely recyclable tallboy cans. Amy oversees sales, marketing, merchandising, development for commercial strategies, and business development for all brand partnerships.

Before joining the Liquid Death team, Amy was the Head of Business for Uber. She oversaw more than 150 partnerships across entertainment, music, sports, venues, community, and brand. Her work earned a spot on Billboard’s “Top Branding Power Players.” Prior to Uber, Amy ran Priority Digital Media, a strategic consulting practice focused on content, media, and distribution.

Guests Social Media Links: 

LinkedIn Amy Friedlander Hoffman: https://www.linkedin.com/in/amyfriedlander/

Website: https://liquiddeath.com/

Show Resources: 

Sponsor for this episode…

This episode is brought to you by Retail Voodoo

Retail Voodoo has been building beloved and dominant brands in the food, wellness, beverage, and fitness CPG industries for over 30 years. They’ve served multinational companies like PepsiCo. and Starbucks, startups like High Key, and everything in between. 

Their proven process guides hundreds of mission-driven consumer brands to attract a broad and passionate fan base, crush their categories through growth and innovation, and magnify their social and environmental impact. 

So, if you are ready to find a partner that will help your business create a high-impact strategy that gives your brand an advantage, Retail Voodoo is here to help.

Visit retail-voodoo.com or email info@retail-voodoo.com to learn more.

Diana Fryc

For Diana, a fierce determination to pursue what’s right is rooted in her DNA. The daughter of parents who endured unimaginable hardship before emigrating from Eastern Europe to the U.S., she is built for a higher purpose. Starting with an experience working with Jane Goodall to source sustainably made paper, she went on to a career helping Corporate America normalize the use of environmentally responsible products and materials before coming to Retail Voodoo.

Connect with Diana
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A Year in Review

It’s been a busy year for the Gooder Podcast. Listeners like you have tuned in for conversations from stellar female leaders from every corner of the food, beverage, and wellness industries. What are some of the highlights?

Host Diana Fryc shares insights from standout interviews. A chat with Maisie Antoniello, Senior Marketing Executive for Jones Soda, reveals the secret to growing a brand while evolving with the times. Diana’s discussion with Danielle Laubenstein, Director of Global Marketing for Mauna Loa, teaches us the importance of respecting legacy and culture while developing a brand strategy. What else is there for us to learn from the past year?

In this episode of the Gooder Podcast, host Diana Fryc is joined by Rise25 Co-founder Dr. Jeremy Weisz to review the best interviews from the past year. Diana shares what she learned from talking with powerhouse women leaders, innovative new ideas in the food, beverage, and wellness space, and her experience attending NOSH Live.

In this episode we learn: 

  • What Diana Fryc learned from interviewing Maisie Antoniello: how to grow with limited resources during a pandemic
  • Learning to fearlessly reimagine branding with Sashee Chandran from Tea Drops
  • How Danielle Laubenstein respected the legacy of the Hawaiin culture while developing branding for Mauna Loa
  • Miyoko Schinner’s passion for the vegan food industry and uplifting other women CPG leaders
  • How the Plant Based Foods Association is changing the food industry
  • Reimagining sweets using artificial sugar with Cynthia Tice
  • Expert labeling strategies for the dietary supplement industry from Zelda Beckford
  • Diana shares some of the innovative products she discovered at NOSH Live
Gooder Podcast

A Year in Review

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About Diana Fryc

Diana Fryc is the Chief Sales and Marketing Officer for Retail Voodoo. Diana has over 20 years of experience in marketing, research, copywriting, relationship building, and business development. Before her time with Retail Voodoo, Diana was a freelance consultant for marketing and project management services, the Director for New Business Development and Client Services at Lemley Design, and the President of AAF Seattle.

Guests Social Media Links: 

LinkedIn Diana Fryc: https://www.linkedin.com/in/dianafryc/

Website: https://www.retail-voodoo.com/

Show Resources: 

Sponsor for this episode…

This episode is brought to you by Retail Voodoo

Retail Voodoo has been building beloved and dominant brands in the food, wellness, beverage, and fitness CPG industries for over 30 years. They’ve served multinational companies like PepsiCo. and Starbucks, startups like High Key, and everything in between. 

Their proven process guides hundreds of mission-driven consumer brands to attract a broad and passionate fan base, crush their categories through growth and innovation, and magnify their social and environmental impact. 

So, if you are ready to find a partner that will help your business create a high-impact strategy that gives your brand an advantage, Retail Voodoo is here to help.

Visit retail-voodoo.com or email info@retail-voodoo.com to learn more.

Diana Fryc

For Diana, a fierce determination to pursue what’s right is rooted in her DNA. The daughter of parents who endured unimaginable hardship before emigrating from Eastern Europe to the U.S., she is built for a higher purpose. Starting with an experience working with Jane Goodall to source sustainably made paper, she went on to a career helping Corporate America normalize the use of environmentally responsible products and materials before coming to Retail Voodoo.

Connect with Diana
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From Commodity Ingredient to Millennial Brand featuring Amanda Sains, Joolies California Superfruit

Dates. Are we talking about going out to dinner or the fruit that grandmas eat?

Neither. We’re talking about the sweet, nutritious fruit that is for everyone. Grown in southern California under the year-round sunshine, Medjool dates are naturally sweet and a great source of dietary fiber, magnesium, and copper. While they may have previously held a reputation as an old-people snack, Amanda Sains is on a mission to change that — and she’s succeeding. Thanks to her branding and marketing expertise, Joolies California Superfruit is offering dates as a better-for-you snack that millennials are snatching up. So, how did Amanda turn around the reputation of a brown, wrinkly fruit?

In this episode of the Gooder Podcast, Diana Fryc is joined by Amanda Sains, Director of Marketing at Joolies California Superfruit, to discuss how she is bridging the gap between branded food and commoditized produce. Amanda shares how Joolies got started, why she is passionate about the better-for-you industry, and how she is reaching new audiences with strategic marketing. She also opens up about maintaining a healthy work-life balance while working towards big goals.

In this episode we learn: 

  • Amanda Sains describes Joolies’ origin story
  • How Amanda is sharing dates with millennials through her branding strategy
  • Why Amanda became passionate about the better-for-you food industry
  • Advice for loving your job without letting it take over your identity
  • The path that led Amanda to marketing with Joolies
  • Amanda shares her mentor’s advice: know your worth and don’t be afraid to ask for more
  • Current marketing hurdles for Joolies
  • Amanda’s proudest moments: seeing Joolies dates on the store shelf and in people’s grocery carts
  • Why making time for self-care is essential and how to recognize when your bottle is full
  • Believe in yourself and know that you are capable
Gooder Podcast

From Commodity Ingredient to Millennial Brand featuring Amanda Sains, Joolies California Superfruit

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About Amanda Sains

Amanda Sains is the Director of Marketing at Joolies California Superfruit. Joolies offers California-grown, organic Medjool dates as a delicious and healthy snack. As Director of Marketing, Amanda bridges the gap between branded food and commoditized produce. She is a passionate brand builder by nature and comes from multiple functional CPG companies.

Previously, Amanda was the Director of Marketing and Business Development at B’more Organic and the Director of Marketing at Vive Organic. She is currently the Marketing Director for Desert Valley Date. Amanda holds both a BS and MS from West Virginia University.

Guests Social Media Links: 

LinkedIn Amanda Sains: https://www.linkedin.com/in/amandasains/

Website: https://joolies.com/

Show Resources: 

Sponsor for this episode…

This episode is brought to you by Retail Voodoo

Retail Voodoo has been building beloved and dominant brands in the food, wellness, beverage, and fitness CPG industries for over 30 years. They’ve served multinational companies like PepsiCo. and Starbucks, startups like High Key, and everything in between. 

Their proven process guides hundreds of mission-driven consumer brands to attract a broad and passionate fan base, crush their categories through growth and innovation, and magnify their social and environmental impact. 

So, if you are ready to find a partner that will help your business create a high-impact strategy that gives your brand an advantage, Retail Voodoo is here to help.

Visit retail-voodoo.com or email info@retail-voodoo.com to learn more.

Diana Fryc

For Diana, a fierce determination to pursue what’s right is rooted in her DNA. The daughter of parents who endured unimaginable hardship before emigrating from Eastern Europe to the U.S., she is built for a higher purpose. Starting with an experience working with Jane Goodall to source sustainably made paper, she went on to a career helping Corporate America normalize the use of environmentally responsible products and materials before coming to Retail Voodoo.

Connect with Diana
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Kombucha Like You’ve Never Seen featuring Holly Lyman, Wild Tonic

Wouldn’t it be nice if there was a drink that tasted great and gave you a boost — without the unhealthy ingredients?

Holly Lyman thought so too. That’s why she started experimenting with beverages using the Jun culture. It’s a rare cousin of kombucha, an ancient ferment known as an elixir of life and enlightenment. While kombucha uses cane sugar, the Jun culture is made from honey. There’s plenty of folklore surrounding its origins — some say the monks used it for energy. The Jun culture has been passed on for generations but never commercialized… until now.

In this episode of the Gooder Podcast, Diana Fryc is joined by Holly Lyman, Founder and Queen Bee of Wild Tonic, to discuss her journey to create a revolutionary, healthy beverage. Holly talks about how she discovered the amazing qualities of honey, her transition from art to beverages, and the challenges she overcame while building up Wild Tonic.

In this episode we learn: 

  • Holly Lyman describes her transition from a career in art to fermentation and the connection between the two
  • How Holly developed Wild Tonic and why she chose the Jun culture for brewing
  • The process of learning to ferment and brew
  • Personal and professional challenges Holly overcame while building up Wild Tonic
  • How did Holly’s team of experts come together?
  • Holly shares her proudest moments
  • Advice for women trying to break into the beverage industry
  • The amazing qualities of honey
  • Holly gives a shout out to other trailblazing leaders in the beverage industry
Gooder Podcast

Kombucha Like You’ve Never Seen featuring Holly Lyman, Wild Tonic

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About Holly Lyman

Holly Lyman is the Founder of Wild Tonic, a brand of Good Omen Bottling. She is an encaustic artist from Alaska who has mastered the ancient art of Jun kombucha, among other ferments, and grows many of the ingredients on her ranch in Sedona. Holly’s interest in fermentation stems from her days as an artist, using beeswax as her main medium. This transformed into working with honey, which later transitioned into a fascination with a rare ferment known as Jun. After years of brewing experiments with this live culture, Wild Tonic was born.

Holly’s company is recognized by the Women’s Business Enterprise National Council as a certified women-owned business. She also prioritizes the promotion of women into management positions and considers it a foundation of her company.

Guests Social Media Links: 

LinkedIn Holly Lyman: https://www.linkedin.com/in/holly-lyman-96814540/

Website: https://www.wildtonic.com/

Show Resources: 

Sponsor for this episode…

This episode is brought to you by Retail Voodoo

Retail Voodoo has been building beloved and dominant brands in the food, wellness, beverage, and fitness CPG industries for over 30 years. They’ve served multinational companies like PepsiCo. and Starbucks, startups like High Key, and everything in between. 

Their proven process guides hundreds of mission-driven consumer brands to attract a broad and passionate fan base, crush their categories through growth and innovation, and magnify their social and environmental impact. 

So, if you are ready to find a partner that will help your business create a high-impact strategy that gives your brand an advantage, Retail Voodoo is here to help.

Visit retail-voodoo.com or email info@retail-voodoo.com to learn more.

Diana Fryc

For Diana, a fierce determination to pursue what’s right is rooted in her DNA. The daughter of parents who endured unimaginable hardship before emigrating from Eastern Europe to the U.S., she is built for a higher purpose. Starting with an experience working with Jane Goodall to source sustainably made paper, she went on to a career helping Corporate America normalize the use of environmentally responsible products and materials before coming to Retail Voodoo.

Connect with Diana
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Natural Flavoring — The Real Deal featuring Maria Littlefield, Owl’s Brew

Unfortunately, when a food label says “natural flavoring,” their origins are still a little hazy. To earn the “natural” label, the FDA only requires that the original base is something from the earth. That means your raspberry flavoring could be made from animal by-products or other unclean ingredients.

Unless you’re talking about Owl’s Brew. When they say your drink is raspberry flavored — it was made from real, red, and ripe raspberries. No chemicals, no sugar substitutes, and no funny business. Just amazingly delicious and totally clean boozy teas.

In this episode of the Gooder Podcast, Diana Fryc is joined by Maria Littlefield, Co-founder and COO of Owl’s Brew, to discuss her journey to revolutionize the brewing business. Maria talks about why she started making boozy teas, how she upheld the standard of real, fresh ingredients, and the importance of empowering young women in the beverage industry.

In this episode we learn: 

  • Maria Littlefield shares the inspiration behind Owl’s Brew
  • Maria describes the development process of their boozy beverages
  • How Maria knew she was on the right track
  • Maria’s biggest lesson: learning to be a leader
  • Owl’s Brew’s efforts to empower women in the beverage industry: Wise Women Collective
  • How Owl’s Brew raised money for a new business in the middle of a pandemic
  • Why most “natural” ingredients aren’t actually natural
Gooder Podcast

Natural Flavoring — The Real Deal featuring Maria Littlefield, Owl’s Brew

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About Maria Littlefield

Maria Littlefield is the Co-founder and COO of Owl’s Brew. Owl’s Brew makes boozy beverages with 100% real ingredients. Their fresh-brewed tea, fruit, and botanicals have no artificial flavors, sugar substitutes, or parabens. Maria has been chosen by Forbes as “30 Under 30” among food and beverage entrepreneurs and has been selected as “35 Under 35 Food Entrepreneurs” by the Specialty Food Association.

Maria is also the Co-author of Wise Cocktails, a book about tea cocktails. She graduated from Skidmore College and lives in New York City. Previously, she was a Partner at Brew Lab Tea and the Director of Integrated Marketing at Talent Resources.

Guests Social Media Links: 

LinkedIn Maria Littlefield: https://www.linkedin.com/in/maria-littlefield-47267b16/

Website: https://www.theowlsbrew.com/

Show Resources: 

Sponsor for this episode…

This episode is brought to you by Retail Voodoo

Retail Voodoo has been building beloved and dominant brands in the food, wellness, beverage, and fitness CPG industries for over 30 years. They’ve served multinational companies like PepsiCo. and Starbucks, startups like High Key, and everything in between. 

Their proven process guides hundreds of mission-driven consumer brands to attract a broad and passionate fan base, crush their categories through growth and innovation, and magnify their social and environmental impact. 

So, if you are ready to find a partner that will help your business create a high-impact strategy that gives your brand an advantage, Retail Voodoo is here to help.

Visit retail-voodoo.com or email info@retail-voodoo.com to learn more.

Diana Fryc

For Diana, a fierce determination to pursue what’s right is rooted in her DNA. The daughter of parents who endured unimaginable hardship before emigrating from Eastern Europe to the U.S., she is built for a higher purpose. Starting with an experience working with Jane Goodall to source sustainably made paper, she went on to a career helping Corporate America normalize the use of environmentally responsible products and materials before coming to Retail Voodoo.

Connect with Diana
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Re-Think Your Energy Drink featuring Kristin Schroeder, Moonlight Beverage Company

What ingredients do you think of when someone says “energy drink?” Caffeine, amino acids, and sugar? What about nitric oxide? 

If you’ve got a blank stare — that’s OK. The knowledge of nitric oxides’ amazing health benefits is just beginning to emerge. Scientists have coined it the “miracle molecule.” The Moonlight Beverage Company has a mission to make nitric oxide more accessible by blending it with amino acids, ribose, caffeine, and vitamin B for an incredible energy drink that benefits your brain, heart, and body. But how did this journey begin? 

In this episode of the Gooder Podcast, Diana Fryc is joined by Kristin Schroeder, Co-founder and CEO of Moonlight Beverage Company, to discuss how they have reinvigorated energy drinks with nitric oxide. Kristin talks about the health benefits of nitric oxide, the inspiration behind Moonlight Beverage Company, and how she works with her husband to bring their mission to life.

In this episode we learn: 

  • Kristin Schroeder shares the story behind Moonlight Beverage Company
  • What are the health benefits of nitric oxide?
  • Kristin describes her background in chemical engineering, business, and interior design
  • Kristin shares how company responsibilities are divided amongst her family
  • What was the development phase like for Moonlight Beverage Company?
  • Kristin gives a shout-out to other powerhouse female leaders in CPG
Gooder Podcast

Re-Think Your Energy Drink featuring Kristin Schroeder, Moonlight Beverage Company

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About Kristin Schroeder

Kristin Schroeder is the Co-founder and CEO of Moonlight Beverage Company. The company recently launched two patented first-to-market beverages that harness the power of nitric oxide, known as the miracle molecule. Wingman Smart Energy is a performance beverage made with amino acids and natural ingredients, and Love Life is an enhanced intimacy beverage.

Kristin has a strong technical background in manufacturing, tech service, product development, and intellectual property as a chemical engineer and co-inventor of three US patents. After gaining business experience at a Fortune 100 company, Kristin switched gears. She earned an AASD in Interior Design and ran her own residential design company until joining forces with her husband to launch Moonlight Beverage Company.

Guests Social Media Links: 

LinkedIn Kristin Schroeder : https://www.linkedin.com/in/kristin-schroeder-a22286206/

Website: https://moonlightbeverage.com/

Show Resources: 

Sponsor for this episode…

This episode is brought to you by Retail Voodoo

Retail Voodoo has been building beloved and dominant brands in the food, wellness, beverage, and fitness CPG industries for over 30 years. They’ve served multinational companies like PepsiCo. and Starbucks, startups like High Key, and everything in between. 

Their proven process guides hundreds of mission-driven consumer brands to attract a broad and passionate fan base, crush their categories through growth and innovation, and magnify their social and environmental impact. 

So, if you are ready to find a partner that will help your business create a high-impact strategy that gives your brand an advantage, Retail Voodoo is here to help.

Visit retail-voodoo.com or email info@retail-voodoo.com to learn more.

Diana Fryc

For Diana, a fierce determination to pursue what’s right is rooted in her DNA. The daughter of parents who endured unimaginable hardship before emigrating from Eastern Europe to the U.S., she is built for a higher purpose. Starting with an experience working with Jane Goodall to source sustainably made paper, she went on to a career helping Corporate America normalize the use of environmentally responsible products and materials before coming to Retail Voodoo.

Connect with Diana
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Innovation Comes From You — Not Your Degree featuring Fumi James (Watanabe), PepsiCo

In a large organization like PepsiCo, it’s easy to feel intimidated by the world-class leaders surrounding you. How can you overcome your fears in order to contribute?

Remember that you’re in the room for a reason. It doesn’t matter if you have a PhD from a prestigious university or a degree from a community college. You’ve honed your skills over years of success and failure through the hard knocks of life. Your unique perspective and experiences are a strength to any organization. What makes you different from everyone else is exactly what makes you valuable — no one can replace you.

In this episode of the Gooder Podcast, Diana Fryc is joined by Fumi James, the Senior Director of Global Foods and Breakthrough Innovations Brand Design for PepsiCo, to discuss why experience outweighs advanced degrees. Fumi shares the story of her humble beginnings, how she developed a strategic design mindset, and why she values portfolios over educational background. She also talks about how to cultivate a work environment that values diversity and inclusion.

In this episode we learn: 

  • Fumi James describes her role at PepsiCo and how it’s shifted to focus on sustainability
  • How Fumi used her passion for the arts to build a career in graphic design and branding
  • The mindset shift from decoration to strategic thinking
  • Fumi describes the moment she felt empowered to take her career to the next level
  • What lessons did Fumi learn from her challenges and setbacks?
  • The power of saying “no”
  • Advice for creative thinkers who are just starting out
  • How you can cultivate an environment where both introverts and extroverts feel free to contribute
  • What are brands losing when they don’t nurture and grow diversity in design?
  • Why Fumi prioritizes portfolios over advanced degrees
  • Fumi gives a shout out to other creative women in the industry and discusses trends she’s tracking
Gooder Podcast

Innovation Comes From You — Not Your Degree featuring Fumi James (Watanabe), PepsiCo

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About Fumi James (Watanabe): 

Fumi James (Watanabe) is the Senior Director of Global Foods and Breakthrough Innovations Brand Design for PepsiCo. Fumi is a passionate, creative thinker experienced in leading teams to deliver beautiful and purpose-driven brand design. She’s helped lead the design for campaigns like the “Pepsi Generation” and Pure Leaf’s “No is Beautiful.” Fumi is also a champion of creative diversity and maximizing individual strengths in a team.

Fumi began her 15+ years of branding and retail expertise at Starbucks Coffee Company before joining PepsiCo in 2016. As the Creative Manager at Starbucks, she built a top-performing in-house design team, managed multiple re-brandings and promotions, and led packaging redesigns.

Guests Social Media Links: 

LinkedIn Fumi James: https://www.linkedin.com/in/fumiw

Website: https://design.pepsico.com

Instagram: https://www.instagram.com/pepsico_design/

Show Resources: 

Sponsor for this episode…

This episode is brought to you by Retail Voodoo

Retail Voodoo has been building beloved and dominant brands in the food, wellness, beverage, and fitness CPG industries for over 30 years. They’ve served multinational companies like PepsiCo. and Starbucks, startups like High Key, and everything in between. 

Their proven process guides hundreds of mission-driven consumer brands to attract a broad and passionate fan base, crush their categories through growth and innovation, and magnify their social and environmental impact. 

So, if you are ready to find a partner that will help your business create a high-impact strategy that gives your brand an advantage, Retail Voodoo is here to help.

Visit retail-voodoo.com or email info@retail-voodoo.com to learn more.

Diana Fryc

For Diana, a fierce determination to pursue what’s right is rooted in her DNA. The daughter of parents who endured unimaginable hardship before emigrating from Eastern Europe to the U.S., she is built for a higher purpose. Starting with an experience working with Jane Goodall to source sustainably made paper, she went on to a career helping Corporate America normalize the use of environmentally responsible products and materials before coming to Retail Voodoo.

Connect with Diana
all Insights

Eliminating Food Waste With Delicious Products featuring Jenny Costa, Rubies in the Rubble

Nearly one-third of all food produced globally goes to waste. That staggering statistic begs the question: is there a better way to utilize the food on our planet?

How about delicious fruit and vegetable chutneys? Rubies in the Rubble gathers produce that’s rejected from traditional markets for a funny shape, under or over-ripeness, or other minor defects. Instead of throwing them in the bin, they’re blended into tasty spreads like Apple & Cranberry Chutney, Pear & Fig Relish, and Banana Ketchup. Due to their efforts, Rubies in the Rubble have saved 351,600 kilograms of fruits and vegetables.

In this episode of the Gooder Podcast, Diana Fryc is joined by Jenny Costa, Founder and CEO of Rubies in the Rubble, to discuss her creative solution for eliminating food waste. Jenny shares how growing up on a farm taught her life-long lessons about sustainability, the journey to scale her dream from startup to major operation, and how both people and the planet benefit from eliminating food waste.

In this episode we learn: 

  • Jenny Costa shares the history of Rubies in the Rubble
  • How Jenny developed delicious chutneys from perfectly good produce that would have otherwise been wasted
  • What’s the process of scaling a small business into a major operation?
  • Never put out a product with your branding that you don’t absolutely love
  • Why Jenny loves the phrase “do gooder”
  • Simplifying your brand’s message
  • The broken food system that generates massive amounts of food waste
  • How the banana ketchup came to life
  • Jenny gives a shout-out to fellow inspiring female entrepreneurs
Gooder Podcast

Eliminating Food Waste With Delicious Products featuring Jenny Costa, Rubies in the Rubble

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About Jenny Costa: 

Jenny Costa is the Founder and CEO of Rubies in the Rubble, the UK’s leading anti-food-waste brand. Rubies in the Rubble make great-tasting condiments using ingredients that would otherwise go to waste. Jenny made her first batch of relishes from surplus vegetables and fruits in 2011 in her small kitchen. Now, she works with farmers and producers across the country to put surplus fruits and vegetables to good use.

Jenny received an MA in Mathematics and Economics from the University of Edinburgh. She worked in Institutional Sales at Odey Asset Management for a year and a half before starting Rubies in the Rubble. Since then, she’s won numerous awards including Investec Food and Drink Award Entrepreneur (2014), Marie Claire’s Women at the Top Award (2014), and Good Housekeeping’s Food Hero Award (2013).

Guests Social Media Links: 

LinkedIn Jenny Costa: https://www.linkedin.com/in/jenny-costa-685b474a/

Website: https://rubiesintherubble.com/

Instagram: https://www.instagram.com/rubiesintherubble/

Show Resources: 

Sponsor for this episode…

This episode is brought to you by Retail Voodoo

Retail Voodoo has been building beloved and dominant brands in the food, wellness, beverage, and fitness CPG industries for over 30 years. They’ve served multinational companies like PepsiCo. and Starbucks, startups like High Key, and everything in between. 

Their proven process guides hundreds of mission-driven consumer brands to attract a broad and passionate fan base, crush their categories through growth and innovation, and magnify their social and environmental impact. 

So, if you are ready to find a partner that will help your business create a high-impact strategy that gives your brand an advantage, Retail Voodoo is here to help.

Visit retail-voodoo.com or email info@retail-voodoo.com to learn more.

Diana Fryc

For Diana, a fierce determination to pursue what’s right is rooted in her DNA. The daughter of parents who endured unimaginable hardship before emigrating from Eastern Europe to the U.S., she is built for a higher purpose. Starting with an experience working with Jane Goodall to source sustainably made paper, she went on to a career helping Corporate America normalize the use of environmentally responsible products and materials before coming to Retail Voodoo.

Connect with Diana
all Insights

Chasin’ Better-For-You Dreams featuring Sydney Chasin, Chasin’ Dreams Farm

Tasty snacks often come with an unfavorable ingredient list, and healthy snacks have a rap for bland flavors. Is there any way to find the best of both worlds?

Chasin’ Dreams Farm has the snack for you. What looks like tiny popcorn actually has no corn at all — it’s popped sorghum. It’s got all the flavor without any genetically modified ingredients. Gluten-free from the age of seven, Sydney Chasin grew up experimenting with alternative ingredients to make delicious snacks. Now, she shares her creations with healthy snack eaters across the globe.

In this episode of the Gooder Podcast, Diana Fryc is joined by Sydney Chasin, Founder of Chasin’ Dreams Farm, to discuss her journey to create a fun, healthy snack company. Sydney talks about her decision to start a company straight out of college, lessons she learned the hard way, and her advice for young, fellow entrepreneurs.

In this episode we learn: 

  • Sydney Chasin shares her inspiration for creating Chasin’ Dreams Farm
  • The decision to ditch corporate life in favor of the entrepreneurial path
  • Why popped sorghum?
  • Partnering with Mondelēz International CoLab
  • Lessons Sydney learned the hard way
  • Advice for startup owners: narrow your focus on your target customer
  • Sydney’s proudest accomplishment: building a sustainable company that can operate without her
Gooder Podcast

Chasin’ Better-For-You Dreams featuring Sydney Chasin, Chasin’ Dreams Farm

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About Sydney Chasin: 

Sydney Chasin the Founder of Chasin’ Dreams Farm, a new snack brand made from tiny, popped sorghum. The US-grown sorghum is a drought-resistant, regeneratively farmed crop that is naturally gluten-free — meaning it’s as good for you as it is for the planet. Chasin’ Dreams Farm is now the home for better-for-you, more FUN for you, clean-label snacks.

Sydney received a BA in Financial Services with Entrepreneurship from Edinburgh Napier University. During school, she was the President of Napier University European Language Society and the Financial Services Student Programme Leader. Upon graduating, she began laying the foundation for her first company, Chasin’ Dreams Farm, named after the family farm where she grew up.

Guests Social Media Links: 

LinkedIn Sydney Chasin: https://www.linkedin.com/in/sydney-chasin-074a158a/

Website: https://chasindreamsfarm.com/

Instagram: https://www.instagram.com/chasindreamsfarm/

Show Resources: 

Sponsor for this episode…

This episode is brought to you by Retail Voodoo

Retail Voodoo has been building beloved and dominant brands in the food, wellness, beverage, and fitness CPG industries for over 30 years. They’ve served multinational companies like PepsiCo. and Starbucks, startups like High Key, and everything in between. 

Their proven process guides hundreds of mission-driven consumer brands to attract a broad and passionate fan base, crush their categories through growth and innovation, and magnify their social and environmental impact. 

So, if you are ready to find a partner that will help your business create a high-impact strategy that gives your brand an advantage, Retail Voodoo is here to help.

Visit retail-voodoo.com or email info@retail-voodoo.com to learn more.

Diana Fryc

For Diana, a fierce determination to pursue what’s right is rooted in her DNA. The daughter of parents who endured unimaginable hardship before emigrating from Eastern Europe to the U.S., she is built for a higher purpose. Starting with an experience working with Jane Goodall to source sustainably made paper, she went on to a career helping Corporate America normalize the use of environmentally responsible products and materials before coming to Retail Voodoo.

Connect with Diana
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Investing From Soil to Shelf featuring Robyn O’Brien, rePlant Capital

Many people assume that in order to create healthier food, all you have to do is find the right ingredients. But is that really all it takes?

Robyn O’Brien understands that to provide nutritious foods, you have to go back to the roots — actually, the dirt around the roots. Food is only as healthy as the soil it grows in. For decades, farmers have dumped chemicals into the soil of our produce and planted genetically modified seeds. Only 1% of currently-owned farmlands are organic. In order to change the status quo, farmers will have to overcome old traditions and financial roadblocks. What’s being done to help farmers transition to a more planet-friendly approach?

In this episode of the Gooder Podcast, Diana Fryc is joined by Robyn O’Brien, Co-founder and Managing Director of rePlant Capital, to discuss how her team is investing in a more organic future. Robyn talks about how rePlant is empowering farmers to produce organic foods, why soil health is essential to restoring nutrition, and the inequality embedded in the US agricultural system.

In this episode we learn: 

  • Robyn O’Brien explains the roots of rePlant Capital
  • The life-changing science of soil health
  • The downward spiral of chemical-injected farming
  • Why society is slowly turning towards whole foods
  • Robyn discusses the racism embedded in the US agricultural system
  • Backlash Robyn received from her 2011 TEDx Talk that laid out the truth behind organic vs. chemical farming
  • How did Robyn’s previous finance experience lead to where she is today?
  • Robyn’s proudest moments in her career
  • What’s next for rePlant?
  • Removing the seat belt of fear to encourage change for farmers
  • Redefining success and failure
Gooder Podcast

Investing From Soil to Shelf featuring Robyn O’Brien, rePlant Capital

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About Robyn O’Brien: 

Robyn O’Brien is the Co-founder and Managing Director of rePlant Capital, a financial services firm dedicated to assisting US farmers’ transition to regenerative and organic agriculture. rePlant Capital aims to accomplish this by deploying a series of proprietary funds, with the ultimate goal of reversing climate change.

Robyn is a globally recognized voice in the food industry and has been called “food’s Erin Brockovich” by The New York Times. Her TEDx talk (based on her book, The Unhealthy Truth) exposes the shortcomings of our food system and has been viewed millions of times — it’s even influenced policy, legislation, and product formulation. Additionally, Robyn has advised CEOs and executives at multinational CPG companies, startups, and farm organizations for the last 15 years.

Guests Social Media Links: 

LinkedIn Robyn O’Brien : https://www.linkedin.com/in/robyn-o-brien-a395b42/

Website: https://www.replantcapital.com/

Show Resources: 

Sponsor for this episode…

This episode is brought to you by Retail Voodoo

Retail Voodoo has been building beloved and dominant brands in the food, wellness, beverage, and fitness CPG industries for over 30 years. They’ve served multinational companies like PepsiCo. and Starbucks, startups like High Key, and everything in between. 

Their proven process guides hundreds of mission-driven consumer brands to attract a broad and passionate fan base, crush their categories through growth and innovation, and magnify their social and environmental impact. 

So, if you are ready to find a partner that will help your business create a high-impact strategy that gives your brand an advantage, Retail Voodoo is here to help.

Visit retail-voodoo.com or email info@retail-voodoo.com to learn more.

Diana Fryc

For Diana, a fierce determination to pursue what’s right is rooted in her DNA. The daughter of parents who endured unimaginable hardship before emigrating from Eastern Europe to the U.S., she is built for a higher purpose. Starting with an experience working with Jane Goodall to source sustainably made paper, she went on to a career helping Corporate America normalize the use of environmentally responsible products and materials before coming to Retail Voodoo.

Connect with Diana