The Firebelly Social Show

Firebelly Marketing
  • 5.0 (2)
  • Entrepreneurship
  • Updated Weekly

The Firebelly Social Show features food and beverage brands that are on a mission to make the world better.

  1. Aug 28

    Bella Hughes & Better Sour: Candy For Foodies

    Isabella "Bella" Hughes is the Co-founder and Chief Revenue Officer of Better Sour, a modern candy brand reimagining sour gummies for today's consumer. Better Sour has expanded to over 4,000 stores nationwide, including Whole Foods, Costco, Sprouts, and Albertsons, and won a 2026 Bon Appétit Pantry Award.  Previously, Bella co-founded Shaka Tea, growing it to over 20,000 retail locations before its 2022 acquisition, along with Hawaiʻi Contemporary and Lezzetli Ice Cream. Her honors include Inc. Magazine's 2025 Female Founders recognition, Pacific Business News 40 Under 40, and Hawaiʻi Venture Capital Association's Entrepreneur of the Year. In this episode… Most gummy candy still treats sour like a stunt: a sharp coating, a sugar rush, and not much happening underneath. What would candy look like if sour were treated the way a chef treats acidity, as something layered, balanced, and worth savoring? For Isabella Hughes, the key lies in building flavor from the inside out. Drawing on sour flavors from her Iranian heritage and upbringing in Hawaii, she points to everything from tart fruit and dried snacks to calamansi, guava, pomegranate, and tart cherry as inspiration for a gummy that delivers a longer, more culinary kind of sour. The result is a more grown-up take on candy, designed for food lovers whose tastes have evolved beyond the familiar sweet-and-sour formula. On this episode of the Firebelly Social Show, Duncan Alney talks with Isabella Hughes, Co-founder and Chief Revenue Officer at Better Sour, about turning global flavor memories into sophisticated sour candy. They discuss candy for foodies, building a true "sour from within" experience, and using flavors like calamansi, guava, and pomegranate. Bella also shares how customer feedback shapes the brand.

  2. Aug 14

    Jill Frechtman: Building Founders (and Great Brands, Too)

    Jill Frechtman is the Founder and Strategic Advisor at the Food Founder Collective, where she advises and mentors emerging food founders as they build and grow their brands. Before becoming an advisor, she built her food CPG brand, Fretzels by Jill, from scratch, growing it into a brand carried by retailers like Nordstrom and The Fresh Market and earning national media coverage on The Today Show and in The Wall Street Journal. Drawing on her advertising background and experience as a food founder, Jill helps entrepreneurs navigate branding, positioning, and the realities of building a food business. In this episode… Founders rarely get stuck because they lack ideas; more often, they're buried under too many of them. When every channel, tactic, and opportunity feels urgent, what actually helps an emerging food brand move forward? Jill Frechtman believes the breakthrough comes from building the founder, not just handing them another playbook. Her approach is to cut through the noise, identify the one thing that will move the business forward next, and pair that focus with honest feedback, accountability, and a safe group of peers. The result is more than better decision-making: founders gain the clarity and confidence to keep moving when the business gets hard. On this episode of the Firebelly Social Show, Duncan Alney talks with Jill Frechtman, Founder and Strategic Advisor at the Food Founder Collective, about helping emerging food founders build stronger brands and grow as individuals. They discuss clarity over cleverness, finding the one move that matters next, and positioning a product around what customers actually need. Jill also shares why persistence, pivoting, and asking for help are essential.

  3. Aug 7

    Spiced, Not Spicy: How Keya Wingfield Is Changing The American Snack Aisle

    Keya Wingfield is the Founder of Keya's Snacks, a brand bringing bold Indian American flavors to the classic American potato chip, using single-origin spices from India and US-grown potatoes. Keya is a Food Network Spring Baking Championship winner, and her chips have gone viral, leading to national distribution in over 1,800 stores, including Sprouts Farmers Market. Known for her creative fusion of cultures, she uses food as a bridge to introduce Americans to a world of spiced (not spicy) flavors, all while infusing her brand with deeply personal family stories and meaningful design. In this episode… A potato chip may be one of America's most familiar snacks, but familiarity does not have to mean blandness. What happens when that blank canvas is layered with the flavors of Bombay and used to challenge how shoppers think about global food? By reinventing a snack people already enjoy, Keya Wingfield gives them an approachable way to discover new flavors. Drawing on her experience as an Indian American chef and food entrepreneur, she explains how a 29-spice Bombay blend first won over her plain-chip-loving husband, then became the foundation of a brand built around flavor that is "spiced, not spicy." Her approach shows how culturally specific food can belong in the center of the American snack aisle, not separated into an international section or diluted for mass appeal. On this episode of the Firebelly Social Show, host Duncan Alney is joined by Keya Wingfield, Founder of Keya's Snacks, to discuss how Indian American flavors can reshape the snack aisle. They explore the homemade origin of Bombay chips, why "spiced, not spicy" matters, and the challenge of moving global foods beyond the international aisle. Keya also shares advice on scaling thoughtfully without chasing every retail opportunity.

  4. Jul 31

    Kathie Pelliccio On SuperSeedz: A Snack That Loves You Back

    Kathie Pelliccio is the Founder and "Seed Queen" of Kathie's Kitchen, the company behind SuperSeedz, which produces award-winning, gourmet pumpkin seed snacks focused on healthy, flavorful eating. Since founding her company in 2004, Kathie has grown SuperSeedz into a beloved brand available at major retailers such as Whole Foods and Harris Teeter, with fans across the Northeast and an enthusiastic online following. Kathie is a food entrepreneur, mother of five, and lifelong advocate for wholesome ingredients, passionate about educating people on the nutritional power of pumpkin seeds and the joys of guilt-free snacking. In this episode… Healthy snacks often ask you to sacrifice something, whether it is flavor, crunch, or the simple pleasure of eating. What if the most satisfying option was not invented in a lab, but rediscovered in one of nature's oldest foods? According to Kathie Pelliccio, a longtime food entrepreneur and champion of simple ingredients, the answer is to make real food taste good enough that people choose it willingly. Her small-batch roasted pumpkin seeds offer bold flavors, a light crunch, and meaningful nutrition, including a cinnamon variety she calls "cinnamon toast without the toast." The result is more than a better-for-you snack; it is proof that eating well can still feel fun, familiar, and satisfying. In this episode of the Firebelly Social Show, host Duncan Alney is joined by Kathie Pelliccio, Founder of SuperSeedz, to discuss how real food can make healthy snacking more satisfying. They explore why pumpkin seeds deserve a place beside almonds and pistachios, how flavor wins over skeptical shoppers, and what persistence looks like after years of building a brand. Kathie also shares how she stays energized through pickleball, sleep, and hydration.

  5. Jul 24

    Björn Steinar Of Saltverk: Building One Of The World's Most Unique Food Brands

    Björn Steinar Jónsson is the Founder and CEO of Saltverk, an Icelandic food company focused on making sustainable food built upon Nordic food traditions. Under his leadership, Saltverk has expanded its range of flaky salts, produced using 100% renewable geothermal energy, while reaching customers across 180 markets. An engineer by training, Björn combines technical expertise with a deep appreciation for Icelandic nature and craftsmanship, guiding the company's commitment to quality and sustainable growth. In this episode… Salt is one of the oldest ingredients in the world, yet the right process, story, and sense of place can make it feel completely new. How do you turn something so familiar into a brand people remember, seek out, and share? For Björn Steinar Jónsson, the key lies in staying close to the source and letting the product's origin shape every decision. Drawing from his experience as an Icelandic engineer and entrepreneur, he explains how Saltverk revived a centuries-old method by evaporating pristine Arctic seawater with geothermal energy, then built on that foundation with hand-harvested crystals, local botanicals, and full production transparency. His approach shows that a distinctive food brand is not created by adding more, but by protecting quality, craftsmanship, and a story customers can experience in the product. On this episode of the Firebelly Social Show, Duncan Alney talks with Björn Steinar Jónsson, Founder and CEO of Saltverk, about building a globally distinctive food brand rooted in Icelandic tradition. They explore reviving geothermal saltmaking, protecting craftsmanship while scaling, and turning origin and transparency into brand strength. Björn also shares advice on trusting your instincts and leading through uncertainty.

  6. Jul 17

    Five Expert Strategies To Supercharge Your Retail Brand Survival

    Duncan Alney is the Founder and CEO of Firebelly Marketing, an award-winning, top-ranked agency that helps founders of mission-driven food and beverage brands grow their businesses and connect with their audiences through social media marketing. Duncan has worked in marketing for 30 years and brings his expertise in engaging with clients and rebuilding brands to each project. He has worked with top brands, including Netflix, Fiji Water, and Sony. Duncan is also the host of the Firebelly Social Show, a podcast featuring leaders and top entrepreneurs in the food and beverage space who are on a mission to make the world a better place. In this episode… Retail placement may open the door, but consistent sales determine whether a product stays on the shelf. Brands must balance consumer awareness, retailer expectations, promotional spending, and distribution while protecting their margins. What does it take to turn initial placement into sustainable retail growth? Sustainable retail growth requires a coordinated strategy built around demand, disciplined spending, strong partnerships, and measurable execution. Food and beverage specialists offer insights into product placement, trade spend, emerging trends, retail media, and routes to market. Brands should evaluate packaging, shelf position, retailer fit, and promotional investments alongside sales and financial targets. They should also use data to guide decisions, approach distributors with a credible plan, and choose the right mix of retail media, e-commerce, direct-to-consumer sales, and wholesalers. Together, these strategies align consumer awareness with retail execution and long-term shelf velocity. In this special compilation episode of the Firebelly Social Show, Duncan Alney brings together five food and beverage industry experts — Peter Gialantzis, David Mesa, Gian Facenda, Eric Martindale, and Samuel Anderson — to explore the strategies behind sustainable retail growth. The experts examine product placement, trade spend, retail media, consumer trends, and distribution strategies and explain how demand and planning help brands stay on the shelf.

  7. Jun 26

    The Brands Bringing Wellness To The Aisle

    Gian-Mikel Facenda is the Founder of Root2Sales, a company that helps emerging food and beverage brands scale their sales and retail presence. With deep experience in CPG, he works closely with brands to navigate distribution, broker relationships, and go-to-market strategy. Prior to founding Root2Sales, Gian-Mikel served as Director of CPG Business Intelligence at North Highland and Director of Business Intelligence & Strategic Insights at Sano Sano Growth & Innovation Partners. He specializes in helping companies build strong retail foundations and grow profitably in a changing marketplace. Jud Horner is the President and Co-founder of Real Green Foods, Inc., a food company creating microgreen-powered salad dressings with clean, better-for-you ingredients. Real Green Foods makes fresh, vegan dressings enriched with organic microgreens and designed as a healthier alternative to traditional salad dressings. Jud is an experienced executive with a background in marketing, business development, and entrepreneurship. He brings a farmer's mindset to the brand, emphasizing simplicity, hard work, product quality, and real nutrition. Llance Kezner is the Co-founder of Millie's Sipping Broth, a purpose-driven beverage brand making plant-based broths to support people's daily diet and wellness rituals. He is a food product innovator and multiple award winner of the Specialty Food Association's sofi™ "Silver Outstanding Product," "Gold Outstanding Product of the Year," and "Gold Outstanding Hot Beverage of the Year'' at the Fancy Food Show in New York. Llance is also the Co-founder and Owner of Keep Life Tasty, a brand that reimagines food and beverages to help people deal with stress and anxiety. In this episode… Wellness is expanding across everyday food and beverage products, from salad dressings to functional drinks, beyond a single aisle or category. At KeHE, that shift is showing up in real time as brands move from visibility to relationships and order writing — but what does that momentum actually look like on the show floor? Across the show floor, the conversations point to a larger shift in food and beverage. Real Green is rethinking salad dressings with organic microgreens, seed-oil-free formulations, clean ingredients, and flavors designed to make healthier eating easier and more enjoyable. Millie's Sipping Broth offers a savory alternative to coffee, sugary drinks, and snack cravings with a plant-based broth in a tea bag that fits into wellness routines like keto, fasting, and low-calorie living. And Root2Sales highlights the importance of strong foundations, helping brands grow by connecting with retailers, building relationships, and showing up consistently in the market. Together, these stories reflect a broader movement toward wellness-driven products that are practical, flavorful, and built for real life. On this episode of the Firebelly Social Show, Duncan Alney is at the KeHE Holiday Show for a special series of conversations with Gian-Mikel Facenda of Root2Sales, Jud Horner of Real Green, and Llance Kezner of Millie's Sipping Broth. From retail strategy and order-writing momentum to clean-label dressings and savory sipping broth, this episode explores how brands are bringing wellness, connection, and purpose to the holiday aisle.

  8. Jun 19

    Benno Nelson & The Five Corners Story

    Benno Nelson is the Co-founder of Five Corners Beverage Co., a Chicago-based company that crafts unique, globally inspired non-alcoholic beverages. Five Corners is available on about 75-80 shelves across Chicago and is known for bold flavors such as Salted Lemonade, Sangrita, and Pickleback. Benno's background spans theater and tech, and along with his wife and co-founder Shelby, he brings a passion for cultural storytelling and community-building to the beverage world. Their mission is to celebrate global drink traditions and provide complex, satisfying non-alcoholic options for curious and discerning palates. In this episode… Non-alcoholic drinks are no longer just an alternative for people avoiding alcohol. They can carry ritual, complexity, culture, and a sense of occasion when crafted with intention. So what does it take to build a beverage that feels just as satisfying as a cocktail without trying to imitate one? The answer starts with treating non-alcoholic beverages as their own rich category, not a compromise. Benno Nelson, a beverage founder focused on globally inspired non-alcoholic drinks, shares how flavor, story, and specificity can create a more meaningful drinking experience. He explains that Five Corners was built around drinking traditions from "north, south, east, west, and home," with each flavor inspired by real beverages from around the world rather than focus-grouped sameness. That perspective turns a can into more than a drink, inviting people to experience culture, texture, aroma, and ritual without needing alcohol. On this episode of the Firebelly Social Show, Duncan Alney talks with Benno Nelson, Co-founder of Five Corners Beverage Co., about building a non-alcoholic beverage brand rooted in global drinking traditions. They discuss the meaning behind Five Corners, creating complex drinks with a cocktail-like pace, and growing intentionally in Chicago. Benno also talks about storytelling, community, and working with his wife and co-founder, Shelby.

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The Firebelly Social Show features food and beverage brands that are on a mission to make the world better.

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