[Expo West Series] Culture Meets Modern Food Innovation                                    

The future of food isn’t just about taste anymore; it’s about culture, function, and purpose all colliding in unexpected ways. So what happens when bold innovation meets deeply personal stories on the biggest stage in food and beverage?

From globally inspired flavors like ube making their way into ready-to-drink lattes to heritage recipes turned into modern snack brands, the founders at Expo West are blending tradition with innovation in ways that feel both nostalgic and new. There’s also a strong push toward clean ingredients and functional benefits, whether it’s seed oil-free snacks or alcohol-free cocktails designed for a healthier lifestyle. Underneath it all, these brands are driven by personal journeys, from cultural roots to lifestyle shifts that sparked entirely new product categories.

On this episode of the Firebelly Social Show, Duncan Alney is at the Expo West, where he speaks with founders of emerging food and beverage brands about next-generation innovation. They explore globally inspired products like ube-based drinks, the rise of clean-label snacks, and functional non-alcoholic beverages. Plus, a look at how personal stories and lifestyle shifts are shaping the future of CPG brands.

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

• [1:09] Narra founders share ube latte and Expo West finalist recognition
• [2:31] The family recipe origins behind Althea’s unique pecans
• [4:55] A behind-the-scenes look at Flavor Studio’s culinary masterminds
• [9:16] How an ultramarathoner fuels epic runs with unique snacks
• [10:22] The alcohol-free cocktail bringing fun to every party

About Miggy Reyes, Victoria Reyes, Charlotte Proffitt, Gregory Willis, Cecilia Rios Murrieta:

Miggy Reyes is the Co-founder of Narra, a beverage brand creating culturally inspired, ready-to-drink products like their ube vanilla latte, rooted in Southeast Asian flavors. A chef-trained entrepreneur, he co-launched Narra with his sister to modernize the latte category using tea-based, plant-powered drinks rooted in Southeast Asian traditions. Prior to Narra, he founded Virtual Table, a hands-on culinary experience company, and spent five years as a chef in top San Francisco fine-dining restaurants. Earlier in his career, Miggy worked at companies like Tesla and Intel after earning a master of Science degree from Stanford.

Victoria Reyes is the Co-founder of Narra, a beverage brand creating culturally inspired, ready-to-drink products like their ube vanilla latte, rooted in Southeast Asian flavors. Alongside her brother, she created Narra to introduce Asian-inspired flavors and the Filipino “merienda” experience to a broader audience through clean, modern beverages. She plays a key role in scaling the brand and expanding its retail presence nationwide.

Charlotte Proffitt is the Co-founder of Althea Farms, a snack brand focused on clean-label, heritage-inspired pecans made from a third-generation family recipe. Inspired by her grandmother’s legacy, she transformed a holiday tradition into a modern business focused on clean ingredients and bold flavor profiles. Her brand emphasizes heritage, quality, and transparency, bringing gourmet pecans crafted with care to a wider audience.

Gregory Willis is the Founder and President of Senspire, the company behind Flavor Studio — a cloud-based platform helping food and beverage companies accelerate innovation through tools for recipe development, nutritional analysis, sensory testing, and project management. He is a creative entrepreneur and flavor scientist who has built a career at the intersection of food, technology, and design. Earlier in his career, Gregory served as COO at Treasure8, where he led the development of patented dehydration technologies to reduce food waste and improve access to nutrition. He also authored The Language of Flavor, a book that explores the creative science behind taste.

Cecilia Rios Murrieta is the Co-founder and CEO of JAS, a company crafting alcohol-free functional cocktails designed to bring joy and excitement to the non-alcoholic beverage space. She previously launched La Niña del Mezcal and ŌME Spirits, helping introduce artisanal Mexican spirits like mezcal, bacanora, and sotol to a global audience. Cecilia is also the author of Tequila Made Me Do It and has been recognized as one of the “Most Innovative Women in Food & Drink” by Fortune and Food & Wine.

Resources Mentioned in this episode

• Duncan Alney on LinkedIn
• Firebelly Marketing
• Miggy Reyes on LinkedIn
• Victoria Reyes on LinkedIn
• Narra
• Althea Farms
• Gregory Willis on LinkedIn
• Flavor Studio
• David Delcourt on LinkedIn
• Collin Pollock on LinkedIn
• WheelyQ Barbecue
• Prana Foods
• Eric Martindale on LinkedIn
• Cecilia Rios Murrieta on LinkedIn
• JAS Drinks

Quotable Moments:

• “This one’s special to us because we grew up in Southeast Asia. In the Philippines, where ube is native there, it’s a purple yam made into all the desserts we grew up with.” 
• “You’ve never had a pecan that tastes like these. They are clean. They are crunchy, the flavor profiles are excellent.” 
• “The inspiration behind JAS is really to just create good drinks for when you want to feel good.” 
• “When you’re burning 5000 calories, it doesn’t matter what you eat.” 
• “When I quit drinking, I realized that there was something missing; there was excitement missing, there was the joy of drinking missing.” 

Action Steps: 

1. Incorporate culturally inspired ingredients into product development: Leveraging authentic flavors like ube can create differentiation and emotional connections with consumers.
2. Prioritize clean-label and transparent ingredients: Meeting consumer demand for simple, recognizable ingredients builds trust and strengthens long-term brand loyalty.
3. Turn personal stories into brand narratives: Founders who share authentic journeys can create deeper connections and make their products more memorable.
4. Explore functional and lifestyle-driven products: Developing offerings like non-alcoholic cocktail taps into growing wellness trends and evolving consumer habits.
5. Test and showcase products at industry events: Participating in expos like Expo West provides visibility, feedback, and valuable opportunities for growth.

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