[Expo West Series] Purposeful Innovation And Family-Driven Entrepreneurship

Behind every great product is a story. And at Expo West, many of the most compelling brands aren’t just built on innovation, but on purpose, heritage, and the people behind them. What happens when entrepreneurship is fueled not just by market opportunities, but by family values, cultural roots, and a desire to give back?

This episode highlights founders who are blending personal mission with product innovation in meaningful ways. From a popcorn company donating a significant portion of profits to children’s charities to a beauty-forward beverage inspired by ancestral ingredients and built alongside multiple generations of family, these brands are redefining what it means to build with intention. Others are reimagining traditional recipes and transforming them into modern, better-for-you beverages that honor their origins while meeting today’s health standards. Even in the snack aisle, founders are pushing boundaries with unexpected ingredients like oyster mushrooms, proving that better-for-you products can still deliver on taste, texture, and craveability.

On this episode of the Firebelly Social Show, Duncan Alney connects with founders at Expo West who are building brands rooted in purpose, powered by family, and inspired by culture. From charitable snack companies to heritage-driven beverages and innovative functional foods, this conversation showcases how today’s entrepreneurs are creating products that don’t just sell — they tell stories, bring people together, and make a meaningful impact.

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

• [0:58] Jasmin von Teichman on launching grass-fed butter and Nexty award nomination
• [1:33] Purplesful Popcorn’s mission of donating 25% profits to children’s charities
• [2:07] Anna Cobb introduces O’Kra sparkling okra water as skincare-inspired beverage
• [5:02] Maxine Henderson shares Bollygood’s Indian-inspired nimbu pani concept
• [8:07] Sean Davis on oyster mushroom chips as alternative to potato chips 
• [08:20] How Evil Snacks quickly expanded into 500+ grocery stores

About Jasmin von Teichman, Anna Cobb, Maxine Henderson, Sean Davis:

Jasmin von Teichman is the Co-founder and CEO of Purplesful Popcorn, a company dedicated to creating healthy, antioxidant-rich purple corn popcorn while donating 25% of profits to children’s nutrition charities. Purplesful has achieved widespread growth in both Canada and the US, including a significant launch into 400 Kroger stores, and is on a mission to donate $5 million over the next five years. Her work reflects a commitment to community, family values, and creating products that give back.

Anna Cobb is the Founder and CEO of O’Kra, the world’s first sparkling okra water brand redefining wellness through culture and innovation. A plant scientist turned entrepreneur, she launched O’Kra after surviving a life-threatening allergic reaction to a synthetic energy supplement. Anna reimagines functional beverages as both beneficial and luxurious, blending ancestral ingredients with modern beauty standards. Leading a family-driven business, she is bringing culturally rooted wellness into the mainstream.

Maxine Henderson is the Founder and CEO of Bollygood, an Indian-inspired sparkling beverage brand bringing the flavors of nimbu pani to a modern audience. Drawing from her grandmother’s recipe, she reimagines the traditional drink as a better-for-you sparkling lemonade with less sugar and clean ingredients. An electrical engineer turned entrepreneur, Maxine blends cultural heritage with innovation while growing a family-supported business.

Sean Davis is the Co-founder of Evil Snacks, a better-for-you snack brand reimagining traditional chips with innovative ingredients like oyster mushrooms. He emphasizes delivering exceptional taste and texture while incorporating functional benefits like increased fiber. He is also the Founder of Nude Mints, the world’s first functional 2-in-1 breath & gut mint. With a background in brand building, product development, and retail distribution, Sean is passionate about creating consumer products that balance functionality, taste, and experience.

Resources Mentioned in this episode

• Duncan Alney on LinkedIn
• Firebelly Marketing
• Matthew von Teichman on LinkedIn
• Purplesful Snacking Popcorn
• Anna Cobb on LinkedIn
• O’kra
• Maxine Henderson on LinkedIn
• Bollygood: Website | Instagram
• Sean Davis on LinkedIn
• Evil Snacks

Quotable Moments:

• “So far. I mean, I just love being a CPG. It feels like a big family.”
• “We donate 25% of the profits back to local children’s charities.”
• “Like drinking your skincare. It’s supposed to be a luxury experience.”
• “I just love seeing the new brands and getting to meet other founders. And it just kind of feels like a warm hug.”
• “That’s a mistake that many functional brands make is they focus on all the benefits, but the taste sucks.”

Action Steps: 

1. Build products with a clear social mission: Purpose-driven brands create deeper emotional connections and foster long-term customer loyalty.
2. Incorporate cultural and family heritage into your brand story: Authentic narratives help differentiate products and resonate more meaningfully with consumers.
3. Prioritize taste and experience alongside functionality: Products that deliver on both benefits and enjoyment are more likely to succeed in competitive markets.
4. Leverage community and industry relationships: Strong networks can open doors to partnerships, retail opportunities, and sustained brand growth.
5. Continuously innovate while staying true to your core values: Balancing innovation with authenticity ensures relevance without losing brand identity.

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