Brian Upton is Co-founder and Chief Revenue Officer of Elevate Organic, a wellness brand focused on regenerative agriculture and science-backed organic supplements. He helps lead the company’s commercial strategy and brings products with clinically studied ingredients like organic Shatavari and regenerative Ashwagandha to market. With over a century of combined natural products industry experience behind the company’s founders, Brian has been instrumental in applying industry insight to building a sustainable brand that combines clinical research with regenerative sourcing.

Hank Ramsey is Co-founder and General Manager of Elevate Organic. He oversees operations and strategic execution and champions combining evidence-based nutrition with regenerative agriculture to create supplements that support both human vitality and planetary health. Prior to Elevate Organic, Hank built extensive experience in the natural products and wellness industry through senior sales and leadership roles at brands including Ancient Nutrition, Garden of Life, Gaia Herbs, and Arizona Nutritional Supplements, where he led retail strategy and key account growth across major channels.

Here’s a glimpse of what you’ll learn:

• [0:43] Brian Upton and Hank Ramsey introduce the mission and vision behind Elevate Organic
• [3:25] Brian shares how his psoriasis diagnosis led him into digestive health and probiotics
• [5:35] How Brian and Hank scaled Garden of Life and Ancient Nutrition using a proven industry playbook
• [10:47] Regenerative agriculture explained: soil restoration, nutrient density, and farmer impact
• [17:33] Brian breaks down the clinical science behind KSM-66 Ashwagandha and Shatavari
• [22:57] Reinventing protein powders with adaptogens, probiotics, and organic A2 dairy
• [26:06] Hank explains A1 versus A2 dairy and why digestion-focused protein matters
• [32:04] Expanding into probiotics and detox as the next evolution of gut health
• [39:38] Innovative detox formulas targeting glyphosate and microplastics
• [41:34] Startup realities: extreme highs, lows, and lessons in leadership
• [48:52] The bold vision to become #1 and elevate industry standards through regeneration

In this episode…

Most supplement brands compete on trends, claims, and crowded shelves. But what does it take to build a mission-driven CPG brand that stands out in a mature category while staying rooted in science and integrity? And how do experienced operators turn conviction into a differentiated, scalable business?

The answers lie in pairing deep industry experience with disciplined brand execution. Drawing from decades of scaling major natural products brands, Brian Upton, a revenue leader shaped by digestive health transformation, and Hank Ramsey, a veteran sales and operations executive, share how a proven playbook can be applied to launch a purpose-driven supplement company. They explore how to identify white space in a crowded category without becoming overly dependent on data dashboards. Brian explains why experience and long-term category insight often outperform short-term trend chasing, while Hank emphasizes that clinically studied ingredients are critical for premium positioning and lasting consumer trust. Together, they frame regenerative sourcing not as a marketing tactic, but as a defensible, long-term brand moat. Their advice includes putting people first, protecting product efficacy at all costs, and building a culture resilient enough to withstand startup volatility.

In this episode of the Brand Alchemist Podcast, Taja Dockendorf sits down with Brian Upton and Hank Ramsey, Co-founders of Elevate Organic, to discuss building a regenerative supplement brand in a competitive CPG market. They explore brand differentiation through clinical science, scaling with a proven playbook, and raising category standards with innovative protein, probiotic, and detox formulations. Brian and Hank also share startup lessons and their long-term vision for industry leadership.

Resources mentioned in this episode:

• Taja Dockendorf on LinkedIn
• Pulp+Wire: Website | Email
• Brian Upton on LinkedIn
• Hank Ramsey on LinkedIn
• Elevate Organic: Website | Instagram
• Garden of Life
• Ancient Nutrition
• Savory Institute
• Jordan Rubin
• The Weston A. Price Foundation (WAPF)
• Rodale Institute

Quotable Moments:

• “We exist to restore the health and vitality of people and the planet.”
• “Once we saw behind that curtain, there’s no going back; you can’t unsee that.”
• “Most of probiotics that are on the shelf die before they get there.”
• “We didn’t even really look at the data. We built the products that we felt like the industry wanted and needed.”
• “Customers just aren’t quite there yet because they don’t totally understand what regenerative means.”

Action Steps:

1. Use clinically studied ingredients from day one: Backing products with real research strengthens consumer trust and supports premium positioning. Science-driven claims also create long-term differentiation in crowded categories.
2. Prioritize regenerative sourcing in your supply chain: Investing in soil health improves nutrient density and supports farmers for the long term. It also builds a defensible brand moat that goes beyond marketing trends.
3. Focus on digestive health as the foundation of wellness: Many health issues trace back to gut function and absorption. Supporting digestion enhances the effectiveness of every other supplement or nutrition strategy.
4. Protect product efficacy over short-term margins: Formulas that actually work drive repeat purchases and long-term loyalty. Cutting corners may improve margins temporarily, but it erodes brand credibility.
5. Build your company around people, not just processes: Strong relationships and shared values create resilience during inevitable startup volatility. A culture rooted in respect and trust fuels sustainable growth.

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