Gooder Podcast



Kate Ruffing – Leading Through Times of Changes

The more things change, the more they stay the same. That’s true about everything – including leadership. The naturals industry (food/beverage/wellness/fitness) is being impacted by the most extensive set of disruptions the industry has seen in a long time — maybe ever. And while you can hope your way though this time, leadership is what will guide your company and brand through the hurdles and hopefully catapult into a better place than you are in now.
In this episode listen to the life lessons and learnings of Kate Ruffing, and how her path to leadership coaching started, and is founded on the principles of rowing.
In this episode you will learn:
The difference in organizing your company between structural vs functional roles
How to create a culture that trusts leadership
How reaching though the “glass floor” strengthens your company in times of crisis
How making mistakes are the fastest path to growth

About Kate Ruffing:
For over twenty years, Kate Ruffing has grown brands across the food, beverage, agricultural, and health industries. Starting with her time at Kraft Foods where she worked on billion-dollar brands such as Oscar Mayer, Oreo, and DiGiorno Pizza to her roles at Starbucks where she brought retail brands to B2B markets and relaunched the Starbucks food program, she has a proven track record for successful brand and product launches.  She was educated at University of Wisconsin – Madison in Meat & Animal Science and Food Chemistry and holds an MBA from University of Chicago- Booth School of Business.  Her roles have been in Operations/Production, R&D/Product Development, Brand Management and Strategy.  Now, with her consulting firm Flashpoint Strategy, she develops strategies and guides companies such as Starbucks, Nestlé, DRY Soda, High Key Snacks and Yakima Chief Hops to grow their top and bottom-line business and brands.
Episode Sponsor – Retail Voodoo:
A creative marketing firm specializing in growing, fixing, and reinventing brands in the food, beverage, wellness, and fitness industry. If your naturals brand is in need of positioning, package design, or marketing activation, we’re here to help. You can find more information at

This show is part of the Spreaker Prime Network, if you are interested in advertising on this podcast, contact us at

Key Takeaways



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 set up a discovery call today.

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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