Breaking into the crowded food and beverage industry can feel overwhelming for founders trying to stand out while remaining true to their roots. From navigating ingredient transparency to scaling production with integrity, today’s innovators face immense pressure to stay original, sustainable, and competitive. So, how are emerging brands crafting products that win awards and hearts without losing sight of their mission?

Dror Sharon, Alexandre Bennet, Joanne Montz, Tobe Armendariz, Mayasari Effendi, Matt Alvord, and Daniel Scharff offer diverse strategies to address these challenges. Dror emphasizes the value of creating storytelling-driven products with distinctive flavor profiles. Alexandre shares how honoring a centuries-old family recipe and involving loved ones elevates product and purpose. Joanne highlights ingredient purity and family heritage as differentiators in a crowded market. Tobe brings old-world authenticity through regenerative techniques and character-based branding. Mayasari blends sustainability with cultural preservation by sourcing soy locally and funding education in Indonesia. Matt recommends gradual scaling while staying committed to organic principles, and Daniel focuses on community building to help founders grow intelligently and more connected.

On this episode of the Firebelly Social Show, Duncan Alney interviews Dror Sharon, Alexandre Bennet, Joanne Montz, Tobe Armendariz, Mayasari Effendi, Matt Alvord, and Daniel Scharff, founders of renowned food brands, on how they’re redefining what it means to build impactful snack brands. They discuss heritage-inspired innovation, winning products, and ingredient transparency. They also touch on go-to-market tips, cultural storytelling, and mission-driven growth.

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

• [1:19] Dror Sharon discusses Belle’s Gourmet Popcorn and how it integrates storytelling into every flavor
• [4:42] Alexandre Bennet reveals the 300-year-old Iranian family recipe behind Joon Pistachios
• [7:11] Joanne Montz explains why Carson’s Caramels are made with only four premium ingredients
• [9:39] Tobe Armendariz introduces El Nacho’s regenerative corn and ancient Aztec technique 
• [15:14] Mayasari Effendi discusses launching Mayasari Tempeh chips and the story of Soya Maya
• [18:51] Matt Alvord shares the family journey behind founding Foods Alive and crafting sprouted crisps
• [22:23] Daniel Scharff on building Startup CPG into a 30,000-member community supporting emerging brands

About Dror Sharon, Alexandre Bennet, Joanne Montz, Tobe Armendariz, Mayasari Effendi, Matt Alvord, Daniel Scharff :

Dror Sharon is the Co-founder and CEO of Belle’s Gourmet Popcorn, a Dallas-based company known for its handcrafted, small-batch popcorn made with high-quality ingredients. Originally from Israel, he brings a rich culinary background to the brand, having progressed from cook to kitchen manager in the hospitality industry. Dror’s passion for flavor innovation has led Belle’s to create unique popcorn varieties, such as matcha latte and Dubai chocolate, earning accolades like Best in Show at the 2025 Sweets & Snacks Expo. Under his leadership, Belle’s has grown from a local venture into a nationally recognized brand celebrated for its creativity and commitment to quality.

Alexandre Bennet is the Co-founder of Joon Pistachios, a premium snack brand rooted in a 300-year-old family recipe. Raised in New York, he was inspired by the bold, flavorful pistachios from his family’s farms overseas and sought to introduce them to the US market. Alexandre launched Joon to offer pistachios free from seed oils and artificial flavors, emphasizing clean ingredients and a unique cooking process. Under his leadership, Joon has gained national recognition for its innovative approach to traditional snacking.

Joanne Montz is the Co-founder of Carson’s Caramels, a handcrafted confectionery brand known for its rich, soft caramels made with just four premium ingredients and no preservatives. Alongside her son Carson, she has introduced distinctive flavors like Salty Danish Licorice, incorporating a special syrup sourced from Denmark, and has garnered national acclaim. Beyond her entrepreneurial pursuits, Joanne serves as the Regional Business Enablement Lead, America’s Sales DX at Adobe, bringing over 25 years of experience in sales and technology. 

Tobe Armendariz is the Co-founder of El Nacho Tortilla Chips, a Waltham, Massachusetts-based brand known for its bold flavors and commitment to authentic, sustainable snack-making. At El Nacho, he oversees the creation of chef-crafted chips made from regeneratively grown white corn and cooked in avocado oil, embodying a fusion of tradition and innovation. Drawing on his experience as a production manager at Tortilleria Mi Niña, where he utilized traditional nixtamalization techniques and volcanic stone grinding, Tobe brings a deep respect for heritage methods to his work. His dedication to quality and sustainability has helped position El Nacho as a standout in the natural snack industry.

Mayasari Effendi is the Co-founder of Mayasari Tempeh and Mayasari Indonesian Grill, bringing the rich flavors of her Indonesian heritage to Greensburg, Indiana. After immigrating to the US in 2002 to study at Purdue University, she opened the region’s only Indonesian restaurant in 2012, which became the foundation for her tempeh business. Collaborating with local farmers and the Indiana Soybean Alliance, Mayasari developed high-protein, non-GMO soybeans to produce fresh tempeh and Soya Maya Protein Tempeh Chips, now distributed across the Midwest and internationally. Her commitment to sustainability and community is evident in her donation of a portion of each sale to support children’s education in Indonesia.

Matt Alvord is the Co-founder and President of Foods Alive, a family-owned company dedicated to producing organic, non-GMO, vegan, gluten-free, and kosher food products. Since its inception in 1999, Foods Alive has expanded its offerings to include sprouted crisps, cold-pressed oils, superfood dressings, and various nutrient-rich snacks. Under Matt’s leadership, the company has grown from a home-based operation to a large-scale manufacturer to accommodate increasing demand and product innovation. Committed to quality and sustainability, he continues to drive Foods Alive’s mission of crafting healthful foods that nourish the body, mind, and soul.

Daniel Scharff is the Founder and CEO of Startup CPG, the largest community for emerging consumer packaged goods brands, offering resources, events, and a popular podcast to support early-stage entrepreneurs. With a background in strategy roles at Eat Just, Mars Chocolate, and Deloitte, he brings extensive industry experience to his work. Daniel also served as the founding CEO of Machu Picchu Energy, an organic beverage brand with a social mission. He holds an MBA from the Wharton School and an MA in international studies from the Lauder Institute.

Resources Mentioned in this episode

• Duncan Alney on LinkedIn
• Firebelly Marketing
• Dror Sharon on LinkedIn
• Belle’s Gourmet Popcorn
• Alexandre Bennet on LinkedIn
• Joon Pistachios
• Joanne Montz on LinkedIn
• Carson’s Caramels
• Tobe Armendariz on LinkedIn
• El Nacho
• Mayasari Effendi on LinkedIn
• Mayasari Tempeh
• Matt Alvord on LinkedIn
• Foods Alive
• Daniel Scharff on LinkedIn
• Startup CPG
• Sweets and Snacks Expo

Quotable Moments:

• “Every popcorn we make, everything we do, we put a lot of heart and soul.”
• “It’s a light touch cooking process that highlights creamy, crunchy, salty — all of the above.”
• “We use only heavy whipping cream, pure brown sugar, light brown sugar, pure butter.”
• “We fry our chips in avocado oil, and every single flavor we use is natural.”
• “This Soya Maya is a movement — giving five cents for every bag we sell to children’s education.”

Action Steps: 

1. Build your brand story through product personality: Creating characters or narratives for each product makes your offerings more memorable and differentiates your brand in a crowded market.
2. Use high-quality, minimal ingredients: Consumers seek transparency and purity, so using simple, premium ingredients builds trust and a clean-label reputation.
3. Infuse cultural heritage into your brand: Drawing from authentic traditions adds depth and uniqueness that helps customers connect with your story and flavors.
4. Prioritize sustainable production methods: Techniques like regenerative agriculture and local sourcing reduce environmental impact and appeal to eco-conscious consumers.
5. Invest in community building: Engaging with founder networks and peer communities accelerates learning, opens doors, and fosters long-term support.