[Expo West Series] Top Mission-Driven Brands Making Waves
Breaking into the competitive food and beverage industry is no small feat — especially when trying to stand out with healthy and delicious products. With trends evolving rapidly and consumer expectations scaling higher, how can mission-driven brands create meaningful, memorable products while staying true to their values and resonating with today’s shoppers?
Guests like Christina Appleton, a product innovator in plant-based snacks, and Brooks Addington, an expert in non-alcoholic beverages, reveal that success starts with a strong brand story and a commitment to product integrity. Christina emphasized minimal ingredients and functional benefits in snacks, while Brooks and Chie Addington focused on meaningful sensory experiences in their sparkling beverages. Matt McLean stressed the importance of steeping traditions with bold innovation in teas, and Michael Karkalis and Bill Loumbardias showcased how energy drinks can be clean and flavorful. John Horn and Shannon Argyros added insights on sustainability, retail strategy, and clean-label beverage design.
In this episode of the Firebelly Social Show, Duncan Alney interviews expert leaders about innovation and purpose in the natural food and beverage space. They discuss category expansion, navigating retail challenges, and product integrity. They also share insights on trends, flavor innovation, and brand accessibility.
Here’s a glimpse of what you’ll learn:
[1:10] Christina Appleton introduces Karma Nuts' new cashew cookie bites and their clean ingredient list
[2:17] Emerging trends like prebiotic beverages and plant-based dupes at Expo West
[7:19] Brooks and Chie Addington share TÖST’s origin story and branding inspiration behind the name
[9:43] The pricing accessibility and inclusivity in the non-alcoholic beverage space
[13:35] Matt McLean introduces Uncle Matt Organic’s new product launches, including teas and probiotic apple juice
[18:39] The vital role of innovation at Uncle Matt’s and the joy of consumer feedback
[21:15] Michael Karkalis and Bill Loumbardias explain the inspiration behind Flash Energy Drink and its focus on great flavor
[24:23] John Horn talks about Honey Smoked Fish and the products it offers
[25:29] Shannon Argyros talks about Positive Beverage’s clean-label hydration and energy drinks
About Christina Appleton, Brooks Addington, Chie Addington, Matt McLean, Michael Karkalis, Bill Loumbardias, John Horn, and Shannon Argyros:
Christina Appleton is the Founder of Appleton Consulting, and she handles all things marketing and e-commerce for Karma Nuts. She is a strategic marketer with over 15 years of marketing experience, a background in analytics and operations, and a successful track record of building brands and launching new products. Previously, Christina worked in marketing roles at Thrive Market, FOX Sports, NBCUniversal Media, Sony, and General Mills. Christina holds a Bachelor of Arts from Northwestern University and a Master of Business Administration from Harvard Business School.
Brooks Addington is the CEO of TÖST Beverages, a company renowned for its sophisticated, non-alcoholic sparkling beverages. With over two decades of experience in consumer goods and finance, he has successfully expanded TÖST's distribution to over 10,000 accounts across all 50 US states and eight countries. Under his leadership, TÖST has partnered with major national retailers such as Whole Foods Market, Sprouts, HEB, and Walmart. Additionally, Brooks serves as a board member and founding partner of the Adult Non-Alcoholic Beverage Association (ANBA), contributing to the growth and development of the non-alcoholic beverage sector.
Chie Addington is the Chief Administrative Officer at TÖST Beverages, a Vermont-based company specializing in sophisticated non-alcoholic sparkling beverages. She has been instrumental in managing and expanding TÖST since 2017, leveraging her diverse cultural experiences to build the brand. Chie is also an avid skier, having grown up skiing in Japan and now spending time at Bromley Mountain in Vermont with her family.
Matt McLean is the Founder and CEO of Uncle Matt's Organic, a leading producer of organic juices and beverages. Established in 1999, the company reflects Matt's dedication to healthy living and deep-rooted family history in Florida citrus farming. Under his leadership, Uncle Matt's Organic has become the nation's top-selling organic orange juice brand. Matt's commitment extends beyond business, as he actively promotes sustainable agriculture and the benefits of organic farming.
Michael Karkalis is the President and CEO of Flash Energy Drink, a company he founded in 2007 in Skokie, Illinois. Under his leadership, Flash Energy Drink has developed a line of clean energy beverages made with natural ingredients, including organic cane sugar, stevia, and monk fruit, offering 125 mg of caffeine per serving. The brand emphasizes health-conscious choices, providing non-GMO, gluten-free, and vegan-friendly options with bold flavors like Wild Berry and Blueberry Coconut. Michael's commitment to quality and innovation has positioned Flash Energy Drink as a distinctive player in the energy beverage market.
Bill Loumbardias is the Brand Ambassador at Flash Energy Drink, a seasoned entrepreneur with a diverse portfolio of business ventures in the Greater Chicago Area. He has owned and operated establishments such as Old Munich Tavern, LakeShore Motorcars, Brazza Coffee, SpyBar, Shell Oil, Wash Werks, and LA Tan. Bill's extensive experience in the hospitality and automotive industries highlights his versatile business acumen. His entrepreneurial endeavors reflect a commitment to delivering quality services and products across various sectors.
John Horn is the Executive Vice President of Sales at Honey Smoked Fish, a Denver-based producer of sustainably sourced hot smoked salmon. Before joining Honey Smoked Fish, he served as Vice President of Business Development at Hofseth North America and held various roles at Mazzetta Company, LLC, including Director of Operations and National Sales Representative. John also has experience in the banking sector, having worked as a Licensed Banker at JPMorgan Chase and Senior Credit Manager at Wells Fargo.
Shannon Argyros is the CEO and majority owner of Positive Beverage, a Newport Beach-based company offering zero-calorie, zero-sugar functional beverages. Under her guidance, Positive Beverage has earned certifications as a Women-Owned Small Business (WOSB) and from the Women's Business Enterprise National Council (WBENC), reflecting her commitment to diversity and excellence. Beyond her corporate role, Shannon is actively involved in philanthropy, supporting organizations like the Juvenile Diabetes Research Foundation and Childhelp, and serves on the Board of Governors for the Argyros School of Business at Chapman University.
Resources Mentioned in this episode
Quotable Moments:
"Our cashew cookie bites are buttery and chewy but somehow still vegan — people have been loving them!"
"We've reached peak beverage — so many sparkling drinks for gut health, prebiotics, probiotics. It's all about keeping yourself hydrated."
“We want to stay friendly, but we want to be elevated; hospitality is on our mind.”
“We don't want watered-down junk, right? We want the real, legitimate, fully flavored, functional goodness.”
"We really focus on creating beverages that meet the occasion, providing nose, mouthfeel, and finish — meaningfulness."
Action Steps:
Prioritize ingredient transparency in product development: Highlighting simple, real ingredients builds trust and appeals to health-conscious, label-reading consumers.
Design for the occasion, not imitation: Creating products for real-life moments fosters deeper brand connection and meaningful product experiences.
Deepen flavor through intentional processes: Extra steps like long steeps or keeping nut skins enhance taste and communicate authenticity.
Make premium products accessible in price and format: Affordable packaging like cans expands reach and promotes inclusivity without compromising quality.
Engage directly with consumers at events: Face-to-face feedback builds emotional connection and validates your mission in real-time.