Gooder Podcast

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Danielle Laubenstein – Leaders, Brands and the Hawaiian Value of Kuleana

This week on the Gooder Podcast I had the pleasure of talking with Danielle Laubenstein, The Director of Global Marketing for Mauna Loa. Danielle is overseeing the future and legacy of the company’s direction into becoming Hawaii’s wellness brand. She believes product development and holistic marketing looks at beauty as a combination of qualities of paradise, creating brand culture and products that empower the mind, nourishes the body, spirit, and evokes emotional health. Join us as we take a deep dive into the health and wellness industry and explore how brands should strive to serve their customers with healthy products.
“If you’re Hawaii brand, then you’re a brand from Hawaii.” -Danielle Laubenstein
In this episode we learn:
– About creating a brand community and how to make it be authentic.
– The difference between a Hawaiian brand and a Hawaii brand or Hawaii owned brand.
– How Mauna Loa is leading the naturals industry in staying true to its purpose of caring for everyone’s needs.
– The concept of giving back and social responsibility or reciprocal responsibilities, where that comes from, and how it affects Danielle’s leadership style.
– About how Danielle is mentoring women, especially women of color, and why it’s important for her.
– What the word Kuleana means and the importance it has within the Hawaiian culture.
About Danielle Laubenstein:
Danielle has worked in CPG Health and Wellness, as well as in the global travel luxury confectionery space for over a decade for companies such as Chocolove, Godiva and DFS.
Guests Social Media Links:
LinkedIn:https://www.linkedin.com/in/daniellelaubenstein/
Website: https://www.maunaloa.com/
Show Resources:
Chocolove is a chocolate manufacturer with headquarters and a manufacturing facility in Boulder, Colorado, founded in 1995 by entrepreneur Timothy Moley. The company produces all- natural and organic chocolate bars. Chocolove imports chocolate and cocoa butter from Belgium to produce its chocolate.
Godiva Chocolatier is a Turkish-owned chocolate maker that is jointly owned by Turkish conglomerate Yıldız Holding and MBK Partners. Founded in 1926, it was purchased by the Turkish Yıldız Holding in November 2007; then MBK Partners bought a stake in 2019. 
DFS Group is part of the world’s largest luxury conglomerate, Moet Hennessy Louis Vuitton (LVMH), and a pioneer in luxury travel retail.
Hawaiian Host is the original chocolate-covered macadamia. Hawaiian Host is also the largest manufacturer of chocolate-covered macadamias in the world, as millions of boxes of our treats are shared all over the globe.
The Hershey Company, commonly known as Hershey’s, is an American multinational company and one of the largest chocolate manufacturers in the world.
Project Potluck is a professional community founded by People of Color with a singular mission: to help people of color build successful companies and careers.
Lei Day is a state-wide celebration in Hawaii. The celebration begins in the morning of May first every year and continues into the next day. Lei day was established as a holiday in 1929. Each Hawaiian island has a different type of lei for its people to wear in the celebration.
Siete is a Mexican-American food brand, rooted in family that makes delicious grain-free products.
Books Mentioned:
The Hero with a Thousand Faces by Joseph Campbell
The Paleo Solution by Robb Wolf

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This episode is brought to you by Retail Voodoo. A brand consultancy focused on building,growing and revitalizing brands in the food, beverage, health and wellness industries. If youare ready to find a partner that will help your business create a high-impact strategy thatgives your brand an advantage, please visit

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Produced by Heartcast Media.
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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.

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