[Expo West Series] Food & Beverage Trends With Industry Leaders
The food and beverage industry is more competitive than ever, with brands fighting for consumer attention in a crowded market. So, how do emerging brands stand out while staying true to their mission and values? At Expo West, some of the most innovative food and beverage leaders shared their insights on navigating this challenge while creating products that truly resonate with consumers.
Health and wellness advocate Pedro Lamarre emphasized the importance of differentiation and branding, positioning his product as a refresher rather than a traditional sports drink. Jennifer Draz, a marketing leader in the organic beverage space, highlighted the power of live consumer engagement and strategic sampling to build brand loyalty. Peter Gialantzis, a trend expert, noted a shift toward simple, high-protein ingredients, while Steven Singer, a pioneer in digestive health, stressed the importance of addressing consumer dietary needs with gut-friendly products. Mika Shino, an innovator in the sweets sector, shared how storytelling and cultural connections can make a product stand out.
In this episode of the Firebelly Social Show, Duncan Alney interviews renowned leaders about trends, challenges, and strategies in the food and beverage industry. They discuss the challenges of launching a new beverage, the return of dairy and organic-focused products, and insights into the growing demand for simple, nutrient-rich foods. They also explore the impact of digestive health on consumer choices and reflect on the power of cultural storytelling in branding.
Here’s a glimpse of what you’ll learn:
[1:18] Pedro Lamarre introduces Wave as a sparkling refresher made with organic ingredients and no added sugar
[3:55] Jennifer Draz discusses Oregon Chai’s innovative sampling strategy and consumer reactions at Expo West
[6:53] Peter Gialantzis highlights emerging food trends, including the rise of beef tallow and simpler ingredient products
[11:27] Steven Singer talks about Fody Foods’ mission to support digestive health and how their products are transforming lives
[14:19] Mika Shino reflects on Issei’s immigrant story and the success of their dark chocolate strawberry mochi
About Pedro Lamarre, Jennifer Draz, Peter Gialantzis, Steven Singer and Mika Shino :
Pedro Lamarre is the Co-founder of Wave, an innovative beverage company known for its organic, lightly carbonated refreshers infused with coconut water. Before co-founding Wave, he had a background in health and wellness, which influenced the brand's commitment to offering low-calorie, no-added-sugar drinks. Since its launch in February 2024, Wave has aimed to provide consumers with healthier beverage options that are both refreshing and flavorful. Pedro's passion for health-conscious products drives Wave's mission to innovate within the beverage industry.
Jennifer Draz is the Senior Digital Marketing Manager at Kerry, where she oversees digital strategies for brands such as Big Train, Oregon Chai, and Golden Dipt. With a robust background in digital marketing, Jennifer has been instrumental in enhancing brand visibility and engagement across various digital platforms. Her leadership has significantly contributed to the growth and recognition of these brands in the competitive food and beverage industry. Jennifer's expertise lies in crafting innovative marketing campaigns that resonate with consumers and drive business success.
Peter Gialantzis is the Chief Merchandising Officer at Pod Foods, a logistics-enabled, data-powered B2B marketplace for wholesale food distribution. With experience at powerhouse retailers like Whole Foods and Lucky’s Markets and leadership roles at KeHE, he brings a wealth of industry knowledge to Pod Foods. Peter is passionate about using real-time data and analytics to empower brands and retailers, striving for a grocery ecosystem prioritizing accessibility to quality foods. A believer in disruptive innovation, he aims to shift market share from large to smaller, innovative CPG brands, fostering growth and consumer choice in the retail landscape.
Steven Singer is the Founder and CEO of Fody Foods, a brand dedicated to providing gut-friendly, low-FODMAP products for people with digestive issues. Before Fody Food, he co-founded Glutino in 1999, a pioneering gluten-free brand that grew to annual sales of over $65 million before its acquisition in 2011. A Montreal native, Steven attended McGill University and initially worked as a textiles salesman before venturing into the specialty food sector. Under his leadership, Fody Foods has expanded its distribution to over 8,000 stores across North America, including major retailers like Whole Foods and Walmart.
Mika Shino is the Founder and CEO of Issei, a brand that has reimagined the gummy candy world with a heartfelt mission. Of Japanese heritage, Mika ventured into entrepreneurship to offer her children healthier candy options inspired by her native mochi. Her innovative product, the world’s first shelf-stable mochi gummies, has earned acclaim as the most innovative among thousands. With a profound background at the UN, Mika embeds a message of cultural inclusivity and the celebration of immigrant voices in her confections. Her journey from kitchen experiments to retail success embodies passion, heritage, and the power of a mother's love.
Resources Mentioned in this episode
Quotable Moments:
"We don’t want to compete with Gatorade or soda. We’re just a better-for-you refresher."
"Sometimes the coolest stuff is tucked in the back aisle, where the light doesn’t shine so bright."
“There’s a movement towards natural, simplistic, fewer ingredient products — people want cleaner, more transparent food.”
"You should be able to enjoy delicious food and not run to the bathroom after."
"It's really about celebrating and uplifting the stories that every immigrant in this country brings with hopes and dreams of a better future."
Action Steps:
Differentiate your brand identity: This helps attract consumers looking for innovation rather than just another version of what’s already available.
Engage consumers through sampling: This creates immediate brand loyalty and builds positive word-of-mouth marketing.
Stay ahead of emerging food trends: Understanding these trends helps brands stay relevant and meet growing demand.
Leverage storytelling for branding: A strong narrative can differentiate a brand and make it more memorable.
Educate consumers about health benefits: Clearly communicate how your product supports consumer health, whether through digestive wellness, low-calorie options, or natural ingredients to increase consumer confidence in your brand.