158 - Curious Creatives with Diana Ingles of Rootlebox

What’s in a brand name? Everything, according to today’s guest, Karin Hibma Cronan, a renowned brand strategist, and co-founder of Cronan, as we explore the role of questions in the art of naming and branding. Cronan is known for creating iconic brand identities and names that resonate with audiences. Their work has helped shape the success of major corporations, non-profits, and startups alike, making them a trusted partner in the world of strategic design. In our conversation, we discuss how the name of a brand or product sets the tone of the experience, the common attributes of a good name, how Karin is the inspiration behind the names of many well-known brands, and the importance of asking great questions when forming strategy. Gain insights into her interactive approach to working with clients, what strategic intent is, how a brand’s identity can evolve, and more. Tune in to learn how you can harness the magic of a name and the power of great questions with Karin Hibma Cronan!Key Points From This Episode:The fundamentals of a name and her approach to finding a brand’s identity.Explore the differences between brand identity and strategic identity. Learn about the secret sauce to making a compelling brand name. Challenges of designing a name and the limitations trademarks impose.Hear about the common pitfalls to avoid when creating a brand name.Discover why a holistic approach to branding and identity is vital.Insights into the power a name has in communicating a brand experience.How a brand name can evolve with a company’s product or service. Asking good questions to identify problems and create solutions.Karin shares her method of developing the right questions to ask. Examine examples of bad questions and the impact they can have. Uncover how to understand the ‘why’ behind a person’s answer. She explains what a better world means to her.Links Mentioned in Today’s Episode:Karin Hibma Cronan on LinkedInCronanClimate DesignersThe Climify PodcastXincaFoodsDavid EaglemanInner Cosmos PodcastThe Right Question Changes EverythingWalking ManModern Species Gage Mitchell on LinkedInGage Mitchell on XBrands for a Better World WebsiteBrands for a Better World on YouTubeBrands for a Better World emailImpact Driven Community

What does it take for a mission-driven brand to thrive in the competitive world of retail? In this episode, we explore the intersection of retail success and mission-driven branding with Alli Ball, the visionary founder and CEO of Food Biz Wiz. Food Biz Wiz is a consulting and coaching company dedicated to helping emerging food brands succeed in the competitive retail market. Known for her impact on the food industry, Alli has empowered countless emerging food brands through her Retail Ready® program and award-winning podcast. In our conversation, we dive into the critical elements consumers want in mission-driven brands, the potential pitfalls of over-investing in a company's mission, and how purpose-driven values can enhance brand loyalty. Discover why aligning packing, product, and purpose is essential for brand success, how to craft a successful sales pitch, why transparency is fundamental for consumers, and much more. Join us to learn how to transform your brand's mission into a powerful tool for growth and loyalty in the retail market with Alli Ball of Food Biz Wiz!Key Points From This Episode:How sustainable and innovative retail brands communicate their value.Alli explains the omnichannel nature of the retail industry. How mission-driven brands fit into the traditional retail space. Attributes that are becoming a top priority for consumers. Recommendations for learning about trends in the wholesale space.Why you should never base a sales pitch on certifications. Hear about the mission-driven red flags that retail buyers avoid. The disconnect between what consumers value and buying behavior.Differences between direct-to-consumer and direct-to-retailer sale pitches.Common mistakes mission-driven brands make in marketing a product.Core concepts of the Retail Ready® program and how it benefits brands.Discover why product packaging is vital for convincing the consumer. Background about Alli, the Retail Ready® course, and Food Biz Wiz’s mission.What shifted her interest to working with brands and retailers.Links Mentioned in Today’s Episode:Alli Ball on LinkedInFood Biz WizFood Biz Wiz on InstagramFood Biz Wiz PodcastBi-Rite XincaFoodsFortuneFortune ArticleB.T.R. NATION‘Better Snack Options with Ashley Nickelson of B.T.R. Nation’Liquid Death Modern Species Gage Mitchell on LinkedInGage Mitchell on XBrands for a Better World WebsiteBrands for a Better World on YouTubeBrands for a Better World emailImpact Driven Community

Vending machines might be convenient, but they are not exactly known for their nutritious, high-quality snacks, and it’s high time they got an upgrade! Today's guest is Ashley Nickelsen Founder, CEO, and Chief Snack Officer at B.T.R. Nation, a company on a mission to fix our broken food system, one snack at a time. Join us, as we dig into the problem with junk food in America, the reasons behind Ashley’s decision to build a healthier snack company, and what keeps her going in the face of each new entrepreneurial challenge. Learn about the rules that guide her product development process, the higher prices that accompany better ingredients, and the strategies that are helping Ashley keep her costs down. We also get into B.T.R.’s recent collaboration with Blue Bottle, the launch of their phenomenal co-branded chai spice bar, and much more. Tune in to hear all of Ashley’s fascinating insights and discover how B.T.R. Nation is reinventing the modern vending machine!Key Points From This Episode:Ashley’s mission to fix America's broken food system with healthier snacks.Changes in American policies that would lead to a much-improved food system.Why Ashley is determined to reinvent the modern vending machine, especially in hospitals.Her parents’ cancer diagnoses: why it was foundational to the founding of B.T.R Nation.Naming B.T.R. in honor of her parent’s mantra: to be ‘bold, tenacious, and resilient’.The conscious decision to name B.T.R. Nation to sound like ‘better nation’.B.T.R’s guiding principles: low sugar, simple ingredients, and their never-ever list.Tackling the higher prices associated with quality ingredients.How they are instituting product development rules that prioritize health over cost.Why transparency is essential when it comes to ingredient lists.Simplifying B.T.R.’s messaging to reflect the needs of consumers.How they are building their own third-party logistics (3PLs).The exciting outcomes from B.T.R.’s collaboration with Blue Bottle.Ashley’s vision for a better world: why health should be a right, not a privilege.Links Mentioned in Today’s Episode:Ashley Nickelson on LinkedInB.T.R. NationBlue BottelClimify PodcastModern Species Gage Mitchell on LinkedInGage Mitchell on XBrands for a Better World WebsiteBrands for a Better World on YouTubeBrands for a Better World emailImpact Driven Community

While many businesses and individuals are answering the call to be more impact-driven and sustainably conscious, few understand just how damaging their digital footprint is to their endeavors. Today we are joined by Avril Tomlin-Hood, the Founder and CEO of boa - a Vancouver, BC-based media buying agency focused on elevating sustainably-conscious brands. Avril is here to speak about our digital carbon footprints, particularly regarding media and advertising, and how we can band together to decarbonize our online world. We discover how our online exploits impact the real world, how small and simple adjustments can make a big difference, the platforms and campaign styles that promote a low digital footprint, and the importance of being B Corp certified if sustainability is one of your priorities. Be sure to tune in to discover how Avril and her team at boa are making big strides in decarbonizing our media, and how she has made it her personal mission to create a better world for all.Key Points From This Episode:How what we do online impacts the real world; finding the carbon footprint of digital media. The smaller things that impact digital footprints (file size, page brightness, auto-refresh, etc.).How making invisible systems, visible will lead to better decisions on sustainability. What Avril means by “decarbonize media”, and how she and her team go about it. Why it’s important to pay attention to where and how your ads are targeted. A closer look at how boa audits its clients to determine the work that needs to be done. Simple adjustments that make a big difference. Avril details all the good things that are happening in sustainable, impact-driven marketing. Understanding how consumers rank sustainability on their list of priorities. Effective platforms and campaign styles for reducing your digital footprint. How Avril developed her passion for sustainability, and how she integrated it into her career. The modern importance of a B Corp certification.Ad Net Zero, Purpose Disruptors, Poshmark, Value Village, Solitaire Townsend, and more! Avril’s vision for a better world. Links Mentioned in Today’s Episode:Avril Tomlin-Hood on LinkedInAvril Tomlin-Hood on InstagramboaIn With the New MakeenaWorldie Unboxed Ad Net ZeroPurpose Disruptors Poshmark Value Village Clean Creatives MyBacon | MyForest Foods Solitaire Townsend on LinkedInModern Species Gage Mitchell on LinkedInGage Mitchell on XBrands for a Better World WebsiteBrands for a Better World on YouTubeBrands for a Better World emailImpact Driven Community

Sustainable aquaculture may just be the long-awaited answer to responsible food consumption, and today's three remarkable guests are here to explain why this is most certainly the case. Today, we have the pleasure of welcoming three seafood brands to the show – Crave Fishbar, Gra-Bar Fresh Seafood, and American Unagi – which are represented by Todd Mitgang, Bart Molin, and Sara Rademaker, respectively. Sara, Bart, and Todd begin with how they became passionate about seafood before explaining the particular industry pain points that their brands are set on solving. Then, we learn about how the quality of seafood is measured and what it means to be 100% sustainable. To end, our guests explain the vital role of education in sustainability, so tune in to discover how you as a consumer can go about making better and more sustainable food choices. Key Points From This Episode:The industry pain points that today's guests are set to solve, and the role of sustainability.What it means to be 100% sustainable, and the obstacles that stand in the way of this goal.The role of education in adopting and upholding sustainable cultures.How to get consumers to make more sustainable choices. Taste versus nutrition; farmed versus wildcut – understanding seafood's quality metrics. How sustainable aquaculture benefits other industries as well.Sara's vision for the future of eel farming and sustainable aquaculture as a whole.Our guest's advice for industry newbies who want to make a big impact within sustainability.How Sara Rademaker, Todd Mitgang, and Bart Molin developed their passion for seafood.What a better world looks like for Sara, Todd, and Bart. Links Mentioned in Today’s Episode:Sara Rademaker on LinkedIn American UnagiTodd Mitgang on SFNCrave Fishbar Crave SushibarTaco VisionBart Molin on LinkedInBart Molin on FacebookGra-Bar Fresh Seafood ClimifyModern Species Gage Mitchell on LinkedInGage Mitchell on XBrands for a Better World WebsiteBrands for a Better World on YouTubeBrands for a Better World emailImpact Driven Community

Are you worried about the nutritional benefits of the food you eat? Do you lack the energy you need to get through the day, despite healthy eating habits? In this episode, we sit down with Sara Cullen, Founder and CEO of GEM, to discuss why so many people suffer from nutrient deficiencies and how her company delivers delicious, effective, and holistic solutions. GEM is a nutrition company dedicated to transforming human and planetary health through the power of food. It is on a mission to deliver delicious nutrition to everyone while building a healthier food system. In our conversation, we discuss how she developed the first-ever real food multivitamin, the origins of her scientific advisement board, the transformative health benefits experienced by GEM’s customers, why food is medicine, and much more. Tune in to uncover the secrets of nutrition rooted in real food and how GEM is improving diets and revolutionizing the food system with Sara Cullen!Key Points From This Episode:Problems and gaps in the food system and how GEM is providing solutions. How Sara’s health issues led her to GEM and fixing the current food system.The product development process and why she chose bit-sized food as the form factor.Learn about the importance of product innovation in achieving GEM’s mission. GEM’s multifaceted approach to improving human and planetary health.Challenges and hurdles of creating the first-ever real food multivitamin.Unique packaging problems of storing and transporting a food multivitamin.Why evidence-based approaches to product development are vital to GEM.How Sara created a scientific advisor panel for GEM and why. The exciting results of GEM’s consumer perception study.Sara’s entrepreneurial roots and hard lessons from her career journey.What GEM is currently focusing on and its plans for the future.Final takeaways for listeners and our round of rapid-fire questions with Sara!Links Mentioned in Today’s Episode:Sara Cullen on LinkedInSara Cullen on InstagramGEMGEM on InstagramGEM on TikTokVenture For America Daily Harvest CitruslabsNo Evil FoodsEpisode 144: When Everything Goes Wrong with Sadrah Schadel of No Evil FoodsThe One ThingLet My People Go SurfingPatagoniaModern Species Gage Mitchell on LinkedInGage Mitchell on XBrands for a Better World WebsiteBrands for a Better World on YouTubeBrands for a Better World emailImpact Driven Community

From Goop by Gwyneth Paltrow to Fenty by Rihanna, Casamigos by George Clooney to Feastables by MrBeast, celebrities are increasingly leveraging their influence to launch products and lifestyle brands. But what makes celebrity brands successful? Today’s guest is an Olympian and entrepreneur with a proven track record of successfully launching, managing, and scaling billion-dollar businesses and brands. When it comes to advising companies and vetting opportunities, Samyr Laine knows what it takes to win! In 2023, Samyr started Freedom Trail Capital, a venture capital firm that invests in consumer brands at the intersection of influence, culture, and lifestyle. In this episode, Samyr discusses the rise of celebrity-backed and founded brands, the companies his fund is invested in, his criteria for matching investors with brands, and his efforts to address venture capital inequities. Join us for an insightful conversation as Samyr shares his expert opinion on building a successful brand in today’s crowded market. To discover the secrets behind some of the most influential celebrity ventures and get inspired to take your own entrepreneurial journey to the next level, tune in today!Key Points From This Episode:The “perfect storm” of influencers, actors, musicians, and more building their own brands.Why authenticity and purpose are key to the success of influencer and celebrity brands.What makes brands investable: the value of knowledge, expertise, and connections.How Freedom Trail Capital is challenging inequities in the venture capital market.Networks and certifications that can benefit minority-owned brands and enterprises.Insight into Samyr’s criteria for ensuring a good fit between brands and investors.Why celebrity involvement is the last step in Freedom Trail’s due diligence process.How celebrities can hinder business operations (and how they can do better).The relevance of a brand’s growth trajectory in Samyr’s investment strategy.Expanding on the role of synergistic partnerships in Freedom Trail’s investment portfolio.Reasons that Samyr would turn down a big check due to product-market-mission fit.How A/B testing could increase the impact of mission-driven brands and products.Renais gin by Emma Watson and other celebrity brands that Freedom Trail invests in.Personal favorite CPG brands, the power of perseverance, meaningful quotes, and more in the lightning round with Samyr Laine!Links Mentioned in Today’s Episode:Samyr LaineFreedom Trail CapitalSamyr Laine on LinkedInSamyr Laine EmailNaturally Network Minority-Owned FellowshipMinority Business Enterprise (MBE) CertificationPronghornAfroTechGoldman Sachs 10,000 Small BusinessesModern Species Gage Mitchell on LinkedInGage Mitchell on XBrands for a Better World WebsiteBrands for a Better World on YouTubeBrands for a Better World emailImpact Driven Community

What if your actions had a ripple effect? Instead of waiting for someone else to be the solution, what if you took charge of your own sphere of influence? Diana Ingles is an Eco-conscious Designer at Rootlebox and she joins the conversation today to discuss her journey to working in sustainable solutions, unpack some of the problems with consumer culture, and explore how we are approaching our work differently as designers. As well as getting an insight into Diana’s work at Rootlebox, you’ll learn more about the philosophy behind Modern Species. You’ll also hear about some of the organizations, resources, and movements we’re most excited about. This is an empowering conversation between two sustainable designers leveraging their abilities to create the change the world desperately needs. Thanks for tuning in! Key Points From This Episode:Introducing Diana Ingles, Eco-conscious Designer at Rootlebox. Her background in food and sustainability, from growing up in a family homestead to finding her ikigai. Inevitable shifts that occur once you start to question societal practices. Nurturing curiosity during the pursuit of sustainable solutions.Stepping into the spaces that need your support instead of waiting for someone else to.Factors that attract clients to Modern Species; from aligned values and resonant work to portfolio clients.The promising prospect of seaweed as a sustainable material. Nature’s waste-free processes and the emergence of sustainable packaging trends.New and old traditions of upcycling food to extract nutritional value and eliminate waste.Algae ink printing and education with Rootlebox. The philosophy behind Brands for a Better World.Underutilized educational resources such as 1% for the Planet. Different ways to contribute revenue and time.Challenges associated with building a more sustainable future.Different ways of responding to broken systems.Practical takeaways from this conversation. Links Mentioned in Today’s Episode:Diana Ingles on LinkedInRootleboxWild RoutedClimify PodcastUpcycled Foods Inc.1% for the PlanetModern Species Gage Mitchell on LinkedInGage Mitchell on XBrands for a Better World WebsiteBrands for a Better World on YouTubeBrands for a Better World emailImpact Driven Community

To stay relevant as a CPG brand, you need to be willing to evolve, and it’s no different in the organic industry. Today, we sit down with Matt McLean, Founder and Chief Uncle of Uncle Matt's Organic, to uncover the journey behind the nation's number-one organic juice brand. Uncle Matt’s Organic has grown from a small family operation to a leader in the organic industry, offering a range of delicious and healthy beverages. In our conversation, Matt shares the origins of his company, the biggest challenges they’ve faced, and the innovations that have propelled its growth over 25 years. We explore how Uncle Matt's has navigated shifts in consumer preferences, why Matt decided to buy back the brand after successfully exiting, and their exciting decision to expand beyond juice. Discover the broader trends in the organic market, Matt's insights on differentiating your brand in a competitive industry, and the inspiring story of how passion, perseverance, and dedication to quality can transform your vision into reality!Key Points From This Episode:Matt’s journey from a small farm to creating and leading Uncle Matt’s Organic.Challenges and successes over 25 years in the organic industry.Strategies for managing risk when starting a new venture.Innovations that propelled the company’s growth.Their commitment to sustainable and organic farming practices.How the organic industry has grown over the past two decades.Navigating shifts in consumer preferences for organic products (including juice).Strategic decisions that fueled Uncle Matt’s success.Insights on staying competitive in the organic market.Matt’s successful exit selling his brand to Dean Foods, and why he bought it back.Expanding into the tea market and the range of products they’re developing.Broader trends and future outlooks in the organic industry.Inspirational (and practical) lessons for aspiring entrepreneurs and organic advocates.Links Mentioned in Today’s Episode:Matt Mclean on LinkedIn Uncle Matt's Organic Worldie Unboxed Podcast John Maxwell Leadership Gary Hirshberg Stonyfield OrganicGeorge Siemon Organic ValleyArjan Stephens on LinkedInNature’s Path Modern SpeciesGage Mitchell on LinkedInGage Mitchell on XBrands for a Better World WebsiteBrands for a Better World on YouTubeBrands for a Better World emailImpact Driven Community

Welcome to this special Climify and Brands For A Better World crossover episode, as we sit in on Eric Benson's conversation with Lauren Choi.We all know about those infamous red cups that flood American streets in a plague of crimson litter. But did you know that these same cups - that are considered unrecyclable by many - are recycled to make sustainable fashion wear? That is the mission of today's inspirational guest, the Climate Entrepreneur and Founder of The New Norm Fabrics, Lauren Choi. Lauren joins us to share her journey in climate entrepreneurship, and we begin by learning about the great work being done at The New Norm. We discuss the role of climate entrepreneurs in educating those around them, how Johns Hopkins encourages students to break new ground in climate change and sustainability, the dangers of greenwashing, why consumers are at the forefront of meaningful change, and so much more. Enjoy.Key Points From This Episode:Today we join the Climify podcast as Eric Benson sits down with Lauren Choi. Lauren explains how and why she birthed her sustainable fabrics company, The New Norm.How the FastForwad accelerator helped her career ambitions, and why it should be standard across all universities. How she manages the demands of working in multiple industries simultaneously.The specific materials that The New Norm is focused on producing. How Johns Hopkins approached climate change and sustainability while Lauren was a student.Her advice to educators on how to coach students through potentially groundbreaking ideas. What every new or prospective climate entrepreneur needs to know. The role of climate entrepreneurs in educating consumers and other service providers.Lauren's thoughts on greenwashing and the role of circular-design products in combating misinformation. Why consumers are always at the forefront of inciting impactful change. How educators should be supporting student entrepreneurs.How The New Normal delivers on its impact-driven metrics like transparency and accountability.Using her experiences as a case study, Lauren shares some helpful advice for other women founders.The sustainability project that she would implement in every classroom.Links Mentioned in Today’s Episode:Lauren Choi on LinkedInLauren Choi on InstagramThe New NormThe New Norm on InstagramThe New Norm on TikTok  Johns Hopkins Technology Ventures FastForwardCradle to Cradle Eric Benson on LinkedInClimify PodcastModern Species Gage Mitchell on LinkedInGage Mitchell on XBrands for a Better World WebsiteBrands for a Better World on YouTubeBrands for a Better World emailImpact Driven Community