Welcome to The Brand Alchemist Podcast
The Brand Alchemist podcast dives deep into what makes the world’s most sought-after brands tick, trip, and triumph. Join Taja Dockendorf, Founder and Creative Director of Pulp+Wire, as she interviews top brand owners forging their path forward and making magic happen along the way.
Host Taja Dockendorf
Hello and welcome to the brand Alchemist Podcast with your host Taja Dockendorf. In addition to being your host Taja is an avid writer for Forbes, Fast Company, and Entrepreneur magazines, is a brand creator, an active investor in emerging brands, and the founder and creative strategist at Pulp+Wire. This podcast was created to give the spotlight to both established and emerging brands and give Taja the space to connect with other entrepreneurs to hear their stories, share insights and help fellow brand builders looking to make an impact in the world with their brands. Connect with Taja directly on LinkedIn
2023 Episodes – Listen Now
Charlie Weisman
Join Taja Dockendorf in today’s episode of the Brand Alchemist Podcast as she welcomes Charlie Weisman, the Founder of Staff, who shares the household brand’s unique story. Charlie talks about Staff’s product iterations, pressing challenges in the CPG space, and how he generates awareness for his brand.
Alison Evans & Chloe Bergson
In this Brand Alchemist Podcast episode, Taja Dockendorf welcomes Alison Evans and Chloe Bergson, Co-founders of Sayso, who share their experiences testing, learning, and innovating in the spirit industry. Together, they discuss Sayso’s product line evolution and how they navigated the difficulties of positioning the brand on retail shelves.
Adam Brown
Tune in to this episode of the Brand Alchemist Podcast as Taja Dockendorf welcomes Adam Brown, the Founder and President of Sircle Media, who shares insights for agency success. Adam discusses how brands’ declining profitability has impacted the agency sales cycle, his criteria for investing in CPG brands, and the value of niching down to embrace your strengths.
Kaitlin Mogentale
In this episode of the Brand Alchemist Podcast, Taja Dockendorf interviews Kaitlin Mogentale, the Founder and CEO of Pulp Pantry, about how she built and scaled a certified upcycled food brand. Kaitlin describes her process for educating consumers about the upcycled food movement, her plans for future mission-based innovation, and her experience marketing her brand on Shark Tank.
Saskia Sorrosa
Join Taja Dockendorf in today’s episode of the Brand Alchemist Podcast as she sits down with Saskia Sorrosa, the Founder and CEO of Fresh Bellies, to talk about her mission to redefine the food system. Saskia shares Fresh Bellies’ flavor profiles, the brand’s goals to expand its product lines, and how she differentiates her products in the market.
Fresh Bellies: Website | Instagram | Facebook | Twitter | TikTok
Briana Warner
In this episode of the Brand Alchemist Podcast, Taja Dockendorf welcomes Briana Warner, CEO of Atlantic Sea Farms, which shares her mission to offset climate change and transform the fishing industry. Briana explains how Atlantic Sea Farms supports independent farmers, how kelp farming has evolved, and her company’s innovation pipeline.
Ashley Albert
In this episode of the Brand Alchemist Podcast, Taja Dockendorf welcomes Ashley Albert, the Founder of The Matzo Project and The Royal Palms Shuffleboard Club, to talk about her creative process for developing a CPG brand. Ashley shares her unconventional hiring strategy, how she channels her creative energy, and how she sets expectations with designers.
Sarah Wallace
In this episode of the Brand Alchemist Podcast, Taja Dockendorf welcomes Sarah Wallace, Founder and CEO of The Good Bean and CEO of Beanitos, to talk about disruptive innovation in the CPG space. Sarah explains how to generate consumer awareness, the category distinctions between her bean brands, and The Good Bean’s acquisition of Beanitos.
The Good Bean’s Website
Hailey Swartz
Actual Veggies’ Co-founder and Co-CEO, Hailey Swartz, is Taja Dockendorf’s guest on today’s episode of the Brand Alchemist Podcast. They talk about developing, marketing, and selling an all-natural veggie burger brand. Hailey also addresses evolving trends in the plant-based market, the challenges of launching and growing a brand during the pandemic, and how she recreates traditional veggie burgers.
Steve Thorp & Jamie Collins
Listen to this episode of the Brand Alchemist Podcast as Taja Dockendorf invites Before Co-founders Steve Thorp and Jamie Collins to chat about revolutionizing toothpaste. Together, they discuss creating a unique and innovative brand experience, how they developed and launched plant-based plastic, and the challenges of competing against established toothpaste brands.
Before’s Website | Instagram | Facebook | Twitter | LinkedIn
Kevin McCray
In this episode of the Brand Alchemist Podcast, Co-founder and COO of Kevin’s Natural Foods, Kevin McCray, joins Taja Dockendorf to discuss how he meets consumer demands in the natural food space. Kevin shares how he leverages consumer feedback for product iterations, the benefits and challenges of selling in retail, and his brand’s future product innovations.
Ayeshah Abuelhiga
Join Taja Dockendorf in this episode of the Brand Alchemist Podcast as she welcomes Ayeshah Abuelhiga, Founder and CEO of Mason Dixie Foods, to talk about how she encourages diversity through her CPG brand. Ayeshah explains what drives her leadership, her proudest moments as an entrepreneur, and Mason Dixie’s product innovations.
Jake Karls
In this episode of the Brand Alchemist Podcast, Taja Dockendorf interviews Jake Karls, Founder and Rainmaker at Mid-Day Squares, about his secret to developing an inspirational and prosperous brand. Jake talks about the impact of positivity and authenticity on brand promotion and growth, how he manifests positivity to scale his brand, and his bold promotion strategies.
Sheena Russell
In this episode of the Brand Alchemist Podcast, Sheena Russell, Founder and CEO of Made with Local, joins Taja Dockendorf to talk about how she created a social impact snack brand. Sheena explains the importance of building a community to gain brand recognition, the benefits and challenges of self-manufacturing, and the brand’s goals for innovation.
Serina Hanlon
In this episode of the Brand Alchemist Podcast, Taja Dockendorf welcomes Serina Hanlon, Owner of The Pharmacy Lab, to discuss her company’s innovative mission. Serina talks about how The Pharmacy Lab differs from traditional pharmacies, her creative vision for the company, and advice for launching an innovative business or product.
The Pharmacy Lab’s email: [email protected]
Katie Wilson
In this episode of the Brand Alchemist Podcast, Taja Dockendorf invites Katie Wilson, Co-founder of BelliWelli, to speak about how she created a gut-friendly snack bar. Katie explains how she built a community to support BelliWelli, the brand’s marketing campaign for IBS, and how she overcame the challenges of positioning BelliWelli.
Jenny Bonchak
In today’s episode of the Brand Alchemist Podcast, Taja Dockendorf is joined by Jenny Bonchak, Founder of Slingshot Coffee Company, Needs & Wants, and Bright Side Beverage Club.
Slingshot Coffee Company , Needs & Wants & Bright Side Beverage Club
A look back and a look ahead.
Join host Taja Dockendorf as she interviews a few of her favorite CPG experts working day in and day out to promote, grow, mentor, and support both established and emerging CPG brands. For the Month of January, we will switch gears to offer insights and support to brands looking back on what 2022 brought us, and a look ahead at what 2023 has in store.
Bob Burke
In today’s episode of the Brand Alchemist Podcast, Taja Dockendorf hosts Bob Burke, Principal of Natural Products Consulting, to address how brands can grow in the CPG space in 2023. Bob shares advice for brands contemplating price increases, how the CPG landscape will evolve in 2023, growth strategies for CPG brands, and more!
Andrea Popova & Jessica Deseo
Tune in to this episode of the Brand Alchemist Podcast for the final segment of the “Brand Alchemist Capsule Series” as Taja Dockendorf interviews Andrea Popova of CPGD and Jessica Deseo of The Dieline.
Amrit Richmond & Sue Hanson
In this episode of the Brand Alchemist Podcast, Taja Dockendorf hosts Amrit Richmond of Indie CPG and Sue Hanson of Maine Center for Entrepreneurs to talk about optimizing brand growth in 2023.
Jess Caven, Luke Penney & Karen Farrell
In this episode of the Brand Alchemist Podcast, Taja Dockendorf hosts Jess Caven and Luke Penney of Generation CPG and Karen Farrell of PRESENCE Marketing to address CPG brand trends and strategies for 2023. They discuss how brands can manage their COGS to prepare for product launches, the importance of developing relationships with co-packers and brokers, and strategies for building brand awareness in retail and DTC channels.
Zach DeAngelo & Jessi Freitag
Join Taja Dockendorf in this episode of the Brand Alchemist Podcast for the first installment of the “Brand Alchemist Capsule Series.” She talks with Zach DeAngelo of Rodeo CPG and Jessi Freitag of Startup CPG about current and future CPG trends.
Limited Edition Series
Join host Taja Dockendorf as she interviews a few of her favorite CPG experts working day in and day out to promote, grow, mentor, and support both established and emerging CPG brands. For the Month of January, we will switch gears to offer insights and support to brands looking back on what 2022 brought us, and a look ahead at what 2023 has in store.
2022 Episodes – Listen Now
Alex Bayer
Tune in to this episode of the Brand Alchemist Podcast as Taja Dockendorf sits down with Alex Bayer, Co-founder and CEO of Genius Juice, to talk about brand growth and innovation in a modern CPG landscape. Alex discusses current and evolving CPG trends, tips for launching a CPG brand and distributing products, and his company’s plans for future reinvention and growth.
Amy Cohn
In today’s episode of the Brand Alchemist Podcast, Taja Dockendorf sits down with Amy Cohn, CEO and Co-founder of Joydays, to discuss how she launched a functional food brand to address consumer health issues. Amy describes Joydays’ methods for product awareness and channel distribution, the brand’s strategic product-to-market process, and the major challenges she faced launching products in the CPG space.
Logan & Spencer Mahoney
In today’s episode of the Brand Alchemist Podcast, Taja Dockendorf welcomes Logan and Spencer Mahoney of Atomic Coffee Roasters to talk about their experiences running a manufacturer and brand. Together, they explain what makes Atomic unique in the CPG space, how the brand innovates prevailing trends in the coffee and beverage space, and strategies for building a local CPG brand and optimizing customer experiences.
Cygne Cooper & Evan Quinn
In today’s episode of the Brand Alchemist Podcast, Taja Dockendorf interviews Cygne Cooper and Evan Quinn of hiyo about creating a functional beverage brand with intention. Together, they share their process for building their product’s flavor profile and ingredients, how they position hiyo to educate consumers on its value proposition, and advice for launching products in the functional beverage market.
Brittany Lo
In this episode of the Brand Alchemist Podcast, Taja Dockendorf chats with Brittany Lo, Founder and CEO of Beia, to talk about creating beauty products to address specific needs. Brittany explains how she utilizes beauty products to normalize sexual wellness and intimacy before discussing strategies for customer engagement and offering advice for conducting market testing and research.
Emanuel Storch
In this episode of the Brand Alchemist Podcast, Taja Dockendorf chats with Emanuel Storch, CEO of Blackbird Foods, about how he has refined his products and processes from conception, to launch, and to scale. Emanuel discusses how Blackbird revolutionizes seitan for restaurants, the challenges of transitioning from food service to DTC, and his company’s self-manufacturing process.
Jennifer Liao
Tune in to this episode of the Brand Alchemist Podcast, as Taja Dockendorf interviews Jennifer Liao, Co-founder of Xiao Chi Jie, about honing her DTC food brand for consumer engagement. Jennifer shares how she self-manufactures her products while maintaining authenticity and consistency, XCJ’s innovative products and expansion efforts, and strategies for generating DTC brand awareness and growth.
Naomi Davidowitz, Ashton Bean, and Liz Lovasco
In today’s episode of the Brand Alchemist Podcast, Taja Dockendorf, Naomi Davidowitz, Ashton Bean, and Liz Lovasco of Pulp + Wire share highlights from Expo East 2022. Together, they discuss their experiences interacting with brands at the convention, notable trends in CPG categories, and their favorite brands at Expo East.
Nick Grossenbacher
Tune in to this episode of the Brand Alchemist Podcast as Taja Dockendorf hosts Nick Grossenbacher, Founder and Chief Product Formulator at REÅLEA Skincare, to discuss the intersection of alchemy and skincare. Nick shares his early recipes and the experimental process of creating them, the history and uses of his main ingredients, and how consumers can leverage the full benefits of REÅLEA’s products.
Raina Kumra
Join Taja Dockendorf in today’s episode of the Brand Alchemist Podcast as she chats with Raina Kumra, founder of Spicewell, about how she utilizes her products to advocate for the health benefits of Ayurveda. Raina goes on to discuss her process for educating American consumers on the benefits of a healthy diet and Spicewell’s innovative product line and expansion initiatives.
Nina Damato
In this episode of the Brand Alchemist Podcast, Taja Dockendorf hosts Nina Damato, Managing Partner at Blue Circle Foods, to discuss product innovation for customer trust. Nina shares her creative process for redefining seafood, how she overcomes the challenges surrounding consumers’ acceptance of seafood, and how Blue Circle revolutionizes sustainability.
Abraham Kamarck
Join Taja Dockendorf in today’s episode of the Brand Alchemist Podcast as she talks with Abraham Kamarck, Founder and CEO of True Made Foods, about the importance of determination when launching a CPG brand. Abraham discusses the challenges of bootstrapping in the CPG industry, shares advice for conducting product demonstrations and targeting an ideal market, and how he manages his SKUs (stock keeping units).
Amy Zitelman
In today’s episode of the Brand Alchemist Podcast, Taja Dockendorf sits down with Amy Zitelman, CEO of Soom Foods, to discuss pioneering and diversifying tahini for the modern market. Amy shares how Soom Foods revolutionized tahini, how she marketed her products to the food service industry, and advice for launching a rebrand.
Matt Weiss
In this episode of the Brand Alchemist Podcast, Taja Dockendorf interviews Matt Weiss, the Founder and CEO of RIND Snacks, about his journey to building a successful CPG brand. Matt talks about the biggest turning points for his company, the lessons he learned while working in venture capital, and his love for exotic birds. Stay tuned.
Ramon Vela
Join Taja Dockendorf in today’s episode of the Brand Alchemist Podcast as she sits down with Ramon Vela, Founder of The Story of a Brand, to discuss overcoming business failures. Ramon delves into his worst business mistakes and the lessons he learned from them, the strategies for combating negativity, and how business owners can reinvent themselves following a setback.
Laureen Moyal
In today’s episode, Taja Dockendorf sits down with Laureen Moyal, Founding Partner and Creative Director at Paperwhite Studio, to talk about running an agency and creating a unique brand. Laureen talks about her branding strategy and mission, tips for brands working with agencies, and advice for agencies to achieve success.
Luis Gramajo & Hans Schrei
In this episode Taja Dockendorf sits down with Luis Gramajo and Hans Schrei, Co-Founders and Partners of Wunderkeks, to discuss creating a lasting impact with your brand. Together, they share how they established Wunderkeks’ mission despite backlash, the driving force behind their products, and how Wunderkeks advocates for social change.
Cole Riley
In this episode, you will learn about Cole Reily founder of Wellfare. Learn about how Wellfare was born and what Cole and his non-profit are doing to help underserved communities and fight food insecurity.
Laurel Orley
In this episode, sit down with Daily Crunch co-founder Laural Orley and hear about her path in creating her brand, why mental health and having a brand mission is important, and how her blue whale spirit animal guides her creativity.
Taja Dockendorf
In this episode, you will learn about Taja’s career path, how Pulp+Wire earned their big break into the better-for-you CPG space, and advice on how you can find your true north in any career.
Nikki Seaman
In this episode, you will learn about how Freestyle Snacks was born, the superpower that propels Nikki in everyday entrepreneurship, and gain a peek inside the mind of a data and analytical maven.
Tara Pate
In this episode, you will learn about how important a coffee experience is to Tara Pate, how it sparked the idea for Daysie, the superpower that propels Tara in continuously supporting other women entrepreneurs, and the animal that guides Tara in life and business.
Where To Listen, Follow And Subscribe
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Interested In Being A Guest?
