They started with a cult following. Now they're taking over the country.

In this episode, Ari Raz, CEO of The Coconut Cult, joins us to discuss the brand's long-awaited launch at Target and how community-driven creativity continues to fuel its rapid rise.

We're also joined by Starr Edwards, co-founder of Bitchin' Sauce, who shares how a farmers' market almond dip grew into a national phenomenon. She also explains why the brand is expanding into new categories and advises entrepreneurs to push past fear and stay bold.

Show notes:

0:23: Ari Raz, CEO, The Coconut Cult – Amidst a boisterous Naturally San Diego event, Ari highlights the launch of The Coconut Cult Minis which debuted nationwide at Target and how they fit into the company's vision and business strategy. He also shares the brand's creative marketing success, including a New York Fashion Week pop-up, and emphasizes the importance of community in driving progress within the natural products industry.

12:29: Starr Edwards, Co-Founder, Bitchin' Sauce – Starr talks about how Bitchin' Sauce has evolved in recent years and its expansion to nearly 20 flavors. She also discusses the release of her new cookbook and the launch of the company's first major non-dip product. Starr credits the success of Bitchin' Sauce to courage, continuous learning, and staying true to quality and the brand's identity.

Brands in this episode: The Coconut Cult, Once Upon a Farm, Simple Mills, Mid-Day Squares, Olipop, Fishwife, Cleveland Kitchen, Bitchin' Sauce

What if the future of wellness marketing is simply… not trying so hard? In this episode, the hosts explore how mission-driven CPG brands are moving beyond preachy messaging and into a new era of modern moderation, one rooted in balance, authenticity, and consumer trust.

Plus, we sit down with beverage industry veteran Kevin Klock, who's back in the game as the co-founder and CEO of moringa-infused brand Orange Toucan, and Keegan Fong, the founder of Woon, a culture-forward pantry brand inspired by a family's beloved Chinese restaurants.

Show notes:

0:25: MIA. Done Dry. Don't Lecture Me. A Good "Bully." Pop The Top. Too Much Tallow? Boop Me. – The team promotes an upcoming Miami meetup on February 18th at Casa La Rubia, encouraging founders to bring product samples. They also discuss how consumer attitudes around Dry January and wellness marketing are shifting away from rigid "all-or-nothing" messaging toward balance, moderation, and authenticity. The hosts shift to product samplings, including a new line of spirit-free canned cocktails, a brand of coffee beans with explosive packaging, beef tallow tortilla chips, BFY instant soups, protein shots, and corn snacks flavored with Vietnamese coffee.

19:58: Interview: Kevin Klock, Co-Founder & CEO, Orange Toucan – Kevin Klock shares the origins of Orange Toucan and his partnership with co-founders Rob Snell and Sandy Wheeler, creator of Bowflex. He explains how the moringa-infused beverages, blended with ginger and turmeric, are designed to support inflammation reduction and blood sugar management, highlighting Wheeler's own experience with the products. Klock also discusses the brand's approach to consumer education through online channels and trusted influencers.

28:11: Interview: Keegan Fong, Founder, Woon – Keegan explains the meaning of "Woon" and how the brand took shape during the COVID pandemic. He discusses Woon's growth to more than 500 stores nationwide, with products like Mama's Way hot sauce, a versatile stir-fry sauce, and other pantry staples. Keegan also shares how building an online following helped fuel retail expansion and create a full-circle brand experience connecting the restaurant and packaged goods.

Brands in this episode: Recess, Athletic Brewing, Zevia, Red Bull, Bully Boy Distillers, Pretentious Coffee, Blue Bottle, Manchas, Long Weekend, The Cumin Club, Green & Sunny, Shooka Sauce, Boop, Chilly Water, Like Air, Copper Cow