[Expo West Series] Where Brands, Flavors, And Missions Collide

The food and beverage space is highly competitive, making it difficult for brands to stand out while staying true to their mission. Companies must balance innovation, quality, and meaningful connections in a crowded market. How can brands differentiate themselves and build lasting relationships?

At Expo West, Gian Facenda highlights the importance of understanding market trends like global flavors and functional ingredients to stay relevant. Gian emphasizes that trade shows are not about aggressive selling but about building relationships and strengthening visibility within the industry. Kirk Homenick stresses the role of craftsmanship and differentiation through quality ingredients and unique processes to create standout products. Eric Martindale reinforces the idea that service providers should prioritize existing relationships and brand presence over hard selling. Taysia Stein demonstrates how combining strong product innovation with a clear social purpose can create both impact and consumer loyalty.

On this episode of the Firebelly Social Show, Duncan Alney talks with founders, operators, and industry insiders about what’s actually driving growth in today’s CPG landscape. From flavor trends and product development to the importance of relationships and community, this episode offers a closer look at the forces shaping how modern food brands are built.

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

• [1:05] Gian Facenda on global flavors and increasing demand for fiber-forward products
• [2:52] Hardbite president on product quality: small-batch process and flavor innovation
• [5:19] Eric Martindale on prioritizing client relationships over aggressive selling
• [7:30] Taysia Stein introduces pi00a and a globally inspired frozen pizza concept

About Gian Facenda, Kirk Homenick, Eric Martindale, Taysia Stein:

Gian Facenda is the Founder of Root2Sales, a company that helps emerging food and beverage brands scale their sales and retail presence. With deep experience in CPG, he works closely with brands to navigate distribution, broker relationships, and go-to-market strategy.

Kirk Homenick is the President of Hardbite, a premium snack brand known for crafting small-batch kettle chips with bold flavors and high-quality ingredients. Under his leadership, the company has focused on product innovation, including unique cooking methods like beef tallow and carefully sourced potatoes.

Eric Martindale is the Founder and CEO of Elite Commerce Group, a full-service agency specializing in Amazon and retail media. Under his leadership, the company has driven over half a billion dollars in retail sales for clients, maintaining a strong focus on testing and innovation to stay at the forefront of digital marketing.

Taysia Stein is the Co-founder of pi00a, a frozen pizza brand creating globally inspired Neapolitan-style pizzas made with imported Italian double-zero flour. The company combines bold, international flavors with a mission to create job opportunities for the deaf community.

Resources Mentioned in this episode

• Duncan Alney on LinkedIn
• Firebelly Marketing
• Gian Facenda on LinkedIn
• Root2Sales
• Jason Woodward on LinkedIn
• Kirk Homenick on LinkedIn
• Hardbite
• Eric Martindale on LinkedIn
• Elite Commerce Group
• Taysia Stein on LinkedIn
• pi00a

Quotable Moments:

• “A lot of international flavors this year. Yeah. Flavors and fiber. Fiber is also big.”
• “The secret? Small batch.”
• “If you’re here to sell, you’re kind of missing the big opportunity; the biggest opportunity is to visit your clients.”
• “Our mission is to create job opportunities for the deaf community. So all of our employees are deaf.”
• “Currently, 55% of deaf individuals are unemployed compared to the hearing population’s at 4%.”

Action Steps: 

1. Focus on strengthening existing relationships: Prioritizing current clients and partners builds trust and drives long-term growth over short-term wins.
2. Bring global inspiration into product development: Incorporating international flavors can differentiate your brand and resonate with evolving consumer preferences.
3. Invest in product craftsmanship and process: Refining ingredients, techniques, and production methods leads to higher quality and stronger brand credibility.
4. Lead with purpose in your business model: Building a mission-driven company can create meaningful impact while fostering deeper connections with customers and teams.
5. Show up to be known, not just to sell: Establishing presence and credibility in your industry helps attract opportunities and build lasting brand recognition.

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