Shows
Emerging Brands PodcastPulp+WirePulp+Wire is a female-founded creative agency with over 20 years of experience. With 1000+ brand collaborations, Pulp+Wire founder Taja Dockendorf shares the story behind the agency and what makes a brand stand out in the marketplace.
2025-02-1031 min
Brand Alchemist PodcastBeyond Personal Taste: Creating a Consumer-Centric BrandTaja Dockendorf is the Founder, Owner, and Creative Director at Pulp + Wire, a female-founded, award-winning, full-service CPG branding and marketing agency. Pulp + Wire specializes in helping natural and organic foods, cannabis, hemp, and lifestyle brands discover their identities and create websites, packaging, and social media strategies that resonate with their audiences. Taja has built P+W into one of the most in-demand, referred design houses in the Northeast, and her creative approach to a client-centric and holistic business model has consistently earned the company multiple graphic design and advertising awards. She is a regular contributor to Forbes, f...
2024-12-1908 minBrand Alchemist PodcastBest of Brand AlchemistTaja Dockendorf is the Founder, Owner, and Creative Director at Pulp + Wire, a female-founded, award-winning, full-service, CPG branding and marketing agency. Pulp + Wire specializes in helping natural and organic foods, cannabis, hemp, and lifestyle brands discover their identities and create websites, packaging, and social media strategies that resonate with their audiences. Taja has built P+W into one of the most in-demand, referred design houses in the Northeast, and her creative approach to a client-centric and holistic business model has consistently earned the company multiple graphic design and advertising awards. She is a regular contributor to Forbes, f...
2024-12-0510 minBrand Alchemist PodcastThe Alchemy of GEMSara Cullen is the Founder and CEO of GEM, a multivitamin made from real food. After years of struggling with fatigue, inflammation, and digestive issues, she discovered she was nutrient deficient and created a transparent and sustainable solution made with nourishing whole foods. Sara is driven by a passion for sustainable farming and global agriculture. In this episode… The standard American diet falls short of the recommended daily nutrient intake, leading many people to be nutrient-deficient despite eating what they may consider a healthy diet. Modern supplements and vitamins don’t offer much of a solut...
2024-07-2533 minBrand Alchemist PodcastThe Alchemy of Brazi BitesJunea Rocha is the CMO and Co-founder of Brazi Bites, a better-for-you, Latin-inspired, gluten-free frozen foods brand. With a background in civil engineering, she transitioned to the food industry by scaling her family’s recipe for Brazilian cheese bread into a thriving brand with multiple product lines sold in thousands of stores nationwide. Junea also launched the Latino Entrepreneur Accelerator Program, where she empowers emerging entrepreneurs to advance minority representation in the CPG industry. In this episode… The CPG industry is reaching new heights with the ongoing introduction of culturally rich products. However, many consumers aren...
2024-07-1148 minBrand Alchemist PodcastThe Alchemy of Goode HealthMike Glick is the Co-founder and CEO of Goode Health, a health and wellness company specializing in biometric tracking and nutrition products designed to improve overall health. He also leads the Columbus studio for Palm Venture Studios, a private firm for new health and wellness technologies located at Ohio State University. Having spent over 10 years leading adult and pediatric nutrition at Abbott, Mike is dedicated to improving accessibility to nutrition and healthcare. In this episode… In an industry flooded with generic products, nutrition brands must differentiate their offerings through customized solutions. How can you educate con...
2024-06-2039 minBrand Alchemist PodcastThe Alchemy of Tia Lupita FoodsHector Saldivar is the Founder of Tia Lupita Foods, a Mexican-inspired food brand made with clean ingredients. A Mexico City native, he adapted his mother’s renowned hot sauce recipe into a thriving business. With 14 years of CPG experience, Hector began his career as a field representative before working for industry giants like Nestlé and Diamond Foods. In this episode… Starting a new business venture can be a challenge filled with unexpected trials and lessons, especially in the CPG space where creative freedom is valued. How can you harness this creativity to adapt cherished family recip...
2024-06-0647 minBrand Alchemist PodcastThe Alchemy of BlobsMike Schanbacher is Co-founder of Blobs, a candy company with clean ingredients and low sugar content. In his role, he spearheads Blob’s marketing and growth strategies, infusing the brand with the joy and nostalgia of childhood candy. With experience crafting digital marketing and growth strategies, Mike has held roles at numerous prominent companies, including Ogilvy, Partner Commerce, Quip, and USA Today. Nicholas Kheny is Co-founder of Blobs, where he oversees operations, finance, strategy, and R&D, ensuring great-tasting, better-for-you candy. With a background in biochemical and environmental engineering, he transitioned from real estate to candy-making after dis...
2024-05-2340 minBrand Alchemist PodcastThe Alchemy of Brooklyn DehliChitra Agrawal is the Founder of Brooklyn Dehli, an Indian-American condiments brand. She founded Brooklyn Dehli to bridge cultures by connecting consumers to authentic Indian flavors. Chitra is the author of the cookbook Vibrant India: Fresh Vegetarian Recipes from Bangalore to Brooklyn. For over 15 years, she has taught and written about vegetarian food rooted in her Indian heritage. In this episode… People often launch CPG brands after identifying a gap in the market, but others do so to fulfill a personal need. When taking this route, recognizing and connecting with your ideal customer can prove ch...
2024-05-0228 minBrand Alchemist PodcastThe Alchemy of GOOD GOODGardar Stefansson is the CEO and Co-founder of GOOD GOOD, a CPG brand offering all-natural and low-calorie jams, butters, and spreads with no added sugar. In his role, Gardar oversees daily operations and establishes a cross-country network. After noticing most food options were high in sugar or contained artificial sweeteners, he founded the brand to offer tasty and nutritious alternatives. Before launching GOOD GOOD, Gardar co-founded two artisan salt companies. In this episode… With diabetes becoming a global epidemic, people are searching for sugar substitutes and alternatives to sugary foods. However, most of these products are...
2024-04-0433 minBrand Alchemist PodcastThe Alchemy of Blank Slate KitchenAlex Sorenson is the Founder of Blank Slate Kitchen, which crafts internationally inspired sauces with all-natural, quality ingredients. The brand began as a side project before evolving into a successful venture sold nationwide and featured in major publications. As a New York Times-starred chef, Alex has worked in various fine-dining restaurants throughout New York City, France, Rwanda, and Borneo. In this episode… When you’ve satisfied a market need with a brand built from your personal experiences, it’s natural to execute each step of the process singlehandedly, ensuring everything aligns with your standards. Yet this i...
2024-03-2141 minBrand Alchemist PodcastThe Alchemy of B.T.R. NationAshley Nickelson is the Founder and CEO of B.T.R. Nation, which produces on-the-go, better-for-you snacks that reimagine typical vending machine food. B.T.R. Nation has tens of thousands of customers nationwide and is distributed in over 600 stores. After her parents were diagnosed with cancer, Ashley became their primary caretaker and spent years eating out of hospital vending machines and cafeterias. With a background in biochemistry and food studies, she began making protein-packed plant-based snacks. In this episode… With many consumers becoming more health-conscious, the market is saturated with natural, better-for-you food options. How...
2024-02-2946 min
Beyond Better with Stacy Ennis127. How to build a great brand, with Taja DockendorfBranding can feel overwhelming, especially for authors who are new to this whole “personal branding” thing. That’s why I’m so excited this week to welcome Taja Dockendorf, founder and creative director of Pulp + Wire a 100-percent female-founded and run creative agency.
Taja has consulted, created, and grown hundreds of brands while fostering a culture around growth and intuitive leadership for her female-forward team. Taja and her team have directed creatives for both start-up and national brands, such as Petco, Hasbro, Bob’s Red Mill, and more. In this episode, we discuss:
Taja’s founding story and wh...
2024-02-2148 minBrand Alchemist PodcastThe Alchemy of KiddiwinksJenna Liut is the Chief Commercial Officer and Co-founder of Kiddiwinks, a plant-based prebiotic milk for kids. As a marketing and business development specialist, she has experience in food and agriculture systems, storytelling, consumer behavior, and early-stage startup operations. Before Kiddiwinks, Jenna hosted the Eating Matters podcast and was the VP of Product at Ambrosia, a startup fighting food waste. In this episode… Plant-based milk has been sweeping the market over the past 5-10 years as more consumers develop dairy intolerances. However, options like almond and oat milk lack the vital nutrients present in cow’s mil...
2024-02-0836 minBrand Alchemist PodcastThe Alchemy of Kalamata's KitchenDerek Wallace is Co-founder of Kalamata’s Kitchen, a multimedia platform that encourages children to explore the world through food. Inspired by an episode of Chef’s Table, he creates a curious and compassionate generation of eaters by using food to introduce kids to new experiences and cultures. Derek has experience in marketing, branding, go-to-market strategies, enterprise sales, and community program development. In this episode… Every business starts with a vision, but creating a sustainable company requires executing your idea with a strategic plan and a compelling story. Although vision-oriented entrepreneurs may experience discouragement and rejecti...
2023-12-2144 minBrand Alchemist PodcastThe Alchemy of Ithaca HummusChris Kirby is the Founder and President of Ithaca Hummus, the leading fresh-crafted hummus brand. After launching a lemon garlic hummus made with fresh ingredients, Ithaca became the fastest-growing hummus brand in America, sold at over 8,000 retailers nationwide including Wegmans, Whole Foods, Publix, and Sprouts. Chris started his career in the culinary industry as a professional chef. In this episode… Fresh ingredients are expensive and difficult to mass produce, so some growing CPG brands compromise on product quality to reduce their COGS — but for mission-focused brands, skimping on ingredients is not an option. Learn how to ma...
2023-12-0738 minBrand Alchemist PodcastThe Alchemy of Fruitful BrandsNicole Cardone is the Co-founder and CEO of Fruitful Brands, the umbrella company of SorBabes and Fudgy Pop. SorBabes offers artisanal, flavor-dipped sorbet bars and Fudgy Pop produces rich, dairy-free fudge bars. After working as a financial analyst in the private financial sector, she created disruptive frozen food products focusing on flavor, quality, sustainability, and human and animal welfare. Deborah Gorman is the Co-founder and Owner of Fruitful Brands, SorBabes, and Fudgy Pop, where she focuses on reinventing and innovating classic treats. The brands have been featured in Fortune, Buzzfeed, PopSugar, and more. As an experienced food...
2023-11-1650 min
In the SauceBuilding with a Strategic CreativeTaja Dockendorf is the Founder and Chief Creative Director of Pulp+Wire, an award-winning consumer packaging, branding, and digital agency that's worked with brands like Petco, Magnolia Bakery, Bob’s Red Mill, and Vermont Creamery. On this episode of ITS, Taja breaks down what makes branding, digital content, and packaging both visually compelling and rooted in functionality and effectiveness.In the Sauce is Powered by Simplecast.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
2023-11-0958 minBrand Alchemist PodcastThe Alchemy of Secret Island SalmonDaniel Del Coro is the Head of US Business Development at Secret Island Salmon and its parent company Salmones Austral, which specializes in sustainable seafood. With over 15 years of experience in the food business, he has partnered with award-winning chefs and worked in management, sales, branding, and marketing with startups, mid-market sustainable food brands, and nonprofit organizations like Slow Food New York City and New Amsterdam Market. Daniel studied leadership, crisis management, and survival skills at the National Outdoor Leadership School. In this episode… Seafood is a rapidly-expanding category in the CPG space. However, the co...
2023-11-0242 minBrand Alchemist PodcastThe Alchemy of TUYYOStefanie Garcia Turner is the Founder and CEO of TUYYO, a modern line of Hispanic food and beverages made with natural ingredients. With nearly two decades of experience in the natural products industry, she has helped hundreds of brands scale in various roles, including procurement, supplier business development, and sales and distribution management. As an advocate for good food systems, Stefanie has spoken at events like the USDA Know Your Farmer, Know Your Food initiative and is a member of the nonprofit organization Slow Food. In this episode… Innovative CPG brands are paving the way for...
2023-10-1940 minBrand Alchemist PodcastThe Alchemy of Haven’s KitchenAlison Cayne is the Founder of Haven’s Kitchen, which produces globally-inspired fresh-made sauces. After teaching home cooking for over two decades and owning a cooking school and cafe for eight years, she launched a line of fresh sauces in pouches. Alison is the author of the critically-acclaimed book The Haven’s Kitchen Cooking School and has contributed to publications such as the New York Post, Forbes, Architectural Digest, and Food. She also hosts In the Sauce, a podcast about building CPG brands. In this episode… With CPG brands launching versatile products in multiple categories, founde...
2023-10-0551 minBrand Alchemist PodcastThe Alchemy of SaysoAlison Evans and Chloe Bergson are the Co-founders of Sayso, a premium cocktail company offering tea bag cocktails. After meeting at Harvard Business School and bonding over their shared love of food and drink, Alison and Chloe noticed a lack of homemade cocktail options. They began experimenting with all-natural ingredients in tea bags and created delicious cocktails and mocktails. In this episode… When it comes to the CPG beverage space, consumers are always looking for authentic and easily accessible alcoholic or mock drinks. With so many options on the market, how can you innovate to mee...
2023-09-2135 minBrand Alchemist PodcastThe Alchemy of Meet Your StaffCharlie Weisman is the Founder of Staff, which reimagines household items with bold colors, unique materials, and pleasing characters. After being stuck in a tiny New York City apartment during the pandemic, he founded Staff with the mission of bringing joy to the mundane. The disruptive launch of Staff’s first product — a plunger with a smiley face — pays homage to Charlie’s grandfather, who had a lifelong career as a plumber. Charlie is a former Guinness Book of World Records judge and advertising executive. In this episode… The lifestyle space is a broad category, and it’s o...
2023-09-0734 minBrand Alchemist PodcastThe Alchemy of Fresh BelliesSaskia Sorrosa is the Founder and CEO of Fresh Bellies, which produces savory snacks focused on combating childhood obesity. By offering vegetables without added sugar and seasoning with Latin-inspired herbs and spices, Fresh Bellies helps shape nutritional preferences early to encourage healthier choices later in life. In 2019, the company debuted on Shark Tank season 10 and launched with GS Entrepreneur Cohort in 2021. Before founding Fresh Bellies, Saskia was the VP of Marketing for the NBA. In this episode… The food system in America is broken. Prepackaged snacks contain artificial coloring, harmful chemicals, and copious amounts of sal...
2023-08-1726 minBrand Alchemist PodcastThe Alchemy of Pulp PantryKaitlin Mogentale is the Founder and CEO of Pulp Pantry, an upcycled food brand transforming fruit and vegetable juice pulp into nutritious, convenient snacks. With a passion for sustainability, she founded Pulp Pantry to reduce food waste and promote a sustainable future. As a Shark Tank veteran, Kaitlin has been recognized as a next-generation leader by CSQ magazine and named Woman of Entrepreneurship by Comerica Bank. In this episode… With upcycled food becoming a retail and consumer commodity, brands are pioneering sustainable, functional products. In 2022, over 100 brands and 300 products became upcycled certified. Learn how you ca...
2023-08-0346 minBrand Alchemist PodcastThe Alchemy of Adam BrownAdam Brown is the Founder and President of Sircle Media, a social media strategy firm. In his role, he works with CPG, beverage, and spirit brands to help them navigate social media strategies and execution. Adam is also an investor and advisor for several CPG brands including Actual Veggies, RIND Snacks, and Mezcla. With nearly 25 years of experience in digital marketing, he has held various positions on both the client and vendor sides. Adam’s writing has been featured on websites like Social Media Today and The Salesforce Marketing Cloud. In this episode… With so much...
2023-07-1348 minBrand Alchemist PodcastThe Alchemy of Atlantic Sea FarmsBriana Warner is the CEO of Atlantic Sea Farms, which creates innovative products from sustainably-farmed sea greens. In 2022, the brand received the Fast Company Brands That Matter award. As CEO, Briana has forged a path for seaweed aquaculture by working with fishermen to grow and create national demand for kelp as a climate change adaptation strategy. She has received various awards, including the Eating Well Food Hero and SFA Business Leadership awards. Before Atlantic Sea Farms, Briana served several tours as a diplomat in the US Foreign Service and created the first economic development programming suite at the Island...
2023-06-2245 minBrand Alchemist PodcastThe Alchemy of Ashley AlbertAshley Albert is the Founder of The Matzo Project, an artisanal cracker company manufacturing traditional Jewish snacks. As the 10th-best female shuffleboard player in the world, she is also the Founder of The Royal Palms Shuffleboard Club, where she has introduced hundreds of thousands of new shuffleboard players to the 100-year-old game. Ashley is a 25-year veteran of the New York City voiceover industry. In this episode… The creative process is integral to developing all aspects of a pioneering brand. As today’s guest demonstrates, this process is never straightforward, always intricate, and sometimes even beau...
2023-06-0849 min
15 Minutes of Genius15 Minutes of Genius - Episode 159 - Taja Dockendorf of Pulp + Wire
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2023-06-0519 minBrand Alchemist PodcastThe Alchemy of BeansSarah Wallace is the Founder and CEO of The Good Bean, a female-owned business making tasty and nutritious bean protein snacks. Through the acquisition of Beanitos chips, The Good Bean has become one of the largest bean-based brands in the country. Born and raised in India, Sarah is passionate about the diversity of food, culture, and sustainable agriculture. She is also a Founding Member of (Included) CPG, which advances diverse representation in the CPG industry. In this episode… Historically, the CPG industry has competed for consumer attention, with innovation focused on profitability rather than functionality. Wit...
2023-05-2549 minBrand Alchemist PodcastAlchemy of Kevin’s Natural FoodsKevin McCray is the Co-founder and COO of Kevin’s Natural Foods, a line of healthy entrées, sauces, and seasoning blends making clean eating taste delicious and align with busy lifestyles. He began as COO of CalChef Foods before forming a partnership with renowned entrepreneur Dan Costa and creating Kevin’s Natural Foods. After battling a severe autoimmune disorder, Kevin cured his condition through the Paleo diet and developed Kevin’s Natural Foods to help others eat clean. In this episode… As natural food and lifestyles become increasingly prevalent, consumers are recognizing that meal prepping...
2023-05-1148 minBrand Alchemist PodcastThe Alchemy of BeforeSteve Thorp is the Co-founder and CEO of Before Self Care Company, which manufactures custom, dentist-approved toothpaste made with clean ingredients and packaged in a 100% recyclable plant-based tube. As a serial entrepreneur, he has founded many influential brands, including Postmark Brewing and Vancouver Urban Winery. Steve’s experience in sales and marketing has provided him with a real-world perspective on developing meaningful brands with a lasting impact on people and the planet. Jamie Collins is the Co-founder and CMO of Before and the Co-founder and Creative Director of Analog Design. For 25 years, he has designed and marketed ic...
2023-04-2751 minBrand Alchemist PodcastThe Alchemy of Actual VeggiesHailey Swartz is the Co-founder and Co-CEO of Actual Veggies, a brand that’s redefining the plant-based protein industry with its line of veggie-only burgers. The quarter-pound, chef-created veggie burger patties are made with fresh vegetables, grains, and a signature spice blend. Each burger variety holds a vibrant color indicative of the vegetables used. In this episode… Plant-based and veggie burgers are garnering widespread acclaim in the CPG space. Yet many of these burgers are mass-produced with preservatives, creating chalky and dry textures. As consumers become increasingly health-conscious, they’re seeking plant-based burgers made with fresh...
2023-04-1335 minBrand Alchemist PodcastThe Alchemy of Made with LocalSheena Russell is the Founder and CEO of Made with Local, a B-Corp Certified snack company. As a social entrepreneur, she creates real food bars and granola mixes with ethically-sourced ingredients to connect people to the planet. Made with Local creates social impact through partnerships with local farmers and food producers. The brand has grown to reach over 3,000 grocery stores across Canada. In this episode… Many natural and organic snack brands are often dry and bland, with minimal variation in texture and flavor. This is because the ingredients are mass-produced in factories with specific product li...
2023-03-3041 minBrand Alchemist PodcastThe Alchemy of Mid-Day SquaresJake Karls is the Co-founder and Rainmaker at Mid-Day Squares, which manufactures functional chocolate bars. Over the past four years, Jake and his team have built a fully-automated chocolate factory to sell Mid-Day’s products in over 4,500 stores across North America. As Rainmaker, he focuses on achieving growth by building relationships with investors, buyers, and journalists. Jake was named one of Forbes 2023 30 Under 30 for food and drink. In this episode… Building a CPG brand is often isolating and daunting. Cultivating a positive mindset is crucial to executing a brand vision. So how can you foster conf...
2023-03-1641 minBrand Alchemist PodcastThe Alchemy of Mason Dixie FoodsAyeshah Abuelhiga is the Founder and CEO of Mason Dixie Foods, the first and only clean-label ready-to-bake line of frozen biscuits focused on providing fresh, fast, and affordable Southern comfort food. In 2017, the brand was named a Top 10 Innovator by The Washington Business Journal. Ayeshah was voted a Top Millennial to Watch in 2014 and the Number 1 Food & Beverage Stunner by Industree DC. With over 12 years of experience in marketing, business development, and project management, she has consulted and managed business development projects for Fortune 500 companies. Ayeshah has also worked in front-of-the-house positions for major fine-dining restaurants and hotels.
2023-03-0238 minBrand Alchemist PodcastThe Alchemy of Building Beverage BrandsJenny Bonchak is a national award-winning barista and the Founder of Slingshot Coffee Company — offering cold brew black coffee — and Bright Side Beverage Club, a sparkling water brand. She is also the Founder of Needs & Wants, a beverage company offering superfruit teas with natural antioxidants and prebiotics. With 15 years of experience crafting specialty coffee, Jenny founded Slingshot in 2012 after selling her car for $5,000. In this episode… When it comes to coffee and other enjoyable beverages, the flavor profiles are often bland. For instance, cold brew coffee may be brewed hot and then diluted with milk and su...
2023-02-2355 minBrand Alchemist PodcastThe Alchemy of BelliWelliKatie Wilson is the Co-founder of BelliWelli, the first gluten-free, probiotic-packed, low FODMAP, vegan snack bar for people suffering from gastrointestinal conditions. As someone who suffers from irritable bowel syndrome, Katie founded the company after years of sorting through food labels and consulting with doctors. In founding BelliWelli, she formed a community for those struggling with these conditions. In this episode… Over 70% of adults suffer from digestive conditions such as irritable bowel syndrome, inflammatory bowel disease, and Crohn’s disease. Many food options on the market aren’t suitable for these disorders, and those affected struggl...
2023-02-1639 minBrand Alchemist PodcastThe Alchemy of The Pharmacy LabSerina Hanlon is the Owner of The Pharmacy Lab, a compounding pharmacy specializing in non-sterile compounds. The Pharmacy Lab creates and helps customers personalize medications not commercially available. As a community pharmacy owner for over a decade, Serina is passionate about helping patients find modern medicine while incorporating natural alternatives and lifestyles to promote overall well-being. In this episode… The traditional healthcare system is restrictive, with pharmacies catering primarily to illnesses. In the health and wellness space, there’s an increased demand for natural and holistic care. Serina Hanlon recognized a need for customized care that...
2023-02-0932 minBrand Alchemist PodcastThe Brand Alchemist Capsule Series: The Past & Future State of CPG With Bob BurkeBob Burke is the Principal of Natural Products Consulting, a consulting firm specializing in bringing natural, organic, and specialty products to market across all channels. The firm has worked with companies such as Annie’s, Oregon Chai, Kraft, and many others. He is also the co-author and co-publisher of the Natural Products Field Manual. Bob serves on multiple advisory boards for companies, including Wildgood, Fancypants Bakery, and the Nutrition Business Journal. As an expert in marketing natural, organic, and specialty products, he was named one of the “Top 25 Business Builders of the Natural Products Industry for the last...
2023-02-0249 minBrand Alchemist PodcastThe Brand Alchemist Capsule Series: The Past & Future State of CPG—Part 4Andrea Popova is the Co-founder and CEO of the Consumer Packaged Goods Directory, a hub for emerging consumer brands and the resources to build them. In her role, she builds product-driven solutions to help brands grow. As a chief growth officer, advisor, and investor in CPG brands, Andrea has experience leading cross-functional projects at high-growth startups, including Jet, Walmart, Prose, and Facebook. She is also a Product Growth Analyst at Meta, a Limited Partner at Rose Street Capital, and an Advisor at Buoy. Jessica Deseo is a Partner at Dieline, the leading bespoke media brand for consumer p...
2023-01-2645 minBrand Alchemist PodcastThe Brand Alchemist Capsule Series: The Past & Future State of CPG—Part 3Amrit Richmond is the Founder of Indie CPG, which supports sustainable indie brands through community, content, and connections. She is also the Founder of Supermercato, where she consults with brands, VCs, and technology companies on CPG insights and market research. Amrit has 15 years of experience in advertising, media, technology, and VC leading marketing, partnerships, co-investor relations, and founder support programs. Before Indie CPG and Supermercato, she was a brand strategist for advertising agencies and media companies, where she collaborated on global marketing campaigns. Sue Hanson is the Program Manager at Maine Center for Entrepreneurs, a private nonprofit f...
2023-01-1955 minBrand Alchemist PodcastThe Brand Alchemist Capsule Series: The Past & Future State of CPG—Part 2Jess Caven is the Co-founder and Principal of Generation CPG, an agency that helps launch the next generation of CPG products in food, beverage, and wellness. In her role, she helps emerging, early-stage, and established CPG brands launch new products and optimize product management operations. Jess has over a decade of operations, supply chain, and brand-building experience with various food and personal care brands and has consulted with more than 40 brands across multiple categories. Luke Penney is the Co-founder and Principal of Generation CPG. He has consulted with over 30 brands across the food, beverage, and wellness space o...
2023-01-121h 11Brand Alchemist PodcastThe Brand Alchemist Capsule Series: The Past & Future State of CPGZach DeAngelo is the Founder, CEO, and Investor at Rodeo CPG, a product and services firm designed to help innovative brands in the CPG space scale effectively. Rodeo’s tools and top-notch team allow CPG innovation leaders to build, scale, and sell their products with better productivity. Zach builds an action-based ecosystem to solve the largest structural problems in the CPG industry. Before founding Rodeo, he was the CEO of P&L, Finance, Operations, and Sales at Kalot Superfood. Jessi Freitag is the Podcast Host and Producer at Startup CPG, a launchpad and community for emerging brands pr...
2023-01-0551 minBrand Alchemist PodcastThe Alchemy of Genius JuiceAlex Bayer is the Co-founder and CEO of Genius Juice, the world’s first all-organic plant-based smoothie made from coconuts. After a friend offered him an organic coconut smoothie, he founded Genius Juice in 2014 with the goal of helping people reach higher levels of health and happiness. Before co-founding the smoothie brand, Alex served as the director of marketing and social media for VirginRaw Foods and the director and fundraising manager for nonprofit Karaoke For a Cure. In this episode… In a volatile economy, CPG brands face challenges scaling, generating profits, and boosting product visibility. So...
2022-12-1540 minBrand Alchemist PodcastThe Alchemy of JoydaysAmy Cohn has a hybrid of experience building new businesses and growth for global brands and hyperlocal high-growth startups. She has run online product innovation teams and digital strategy at Disney, Oprah, and Sony and was a marketing and growth executive in healthcare (Heal) as well as blockchain (Dapper Labs). After being diagnosed with colon cancer in 2020, Amy is now focused on creating accessible solutions for people with chronic conditions. In this episode… The CPG space is volatile, with rapid changes and frequent challenges. So, how can you navigate product-to-market, distribution, and awareness challenges to la...
2022-12-0849 minBrand Alchemist PodcastThe Alchemy of Atomic Coffee RoastersLogan Mahoney is the Director of Business Development and Strategic Partnerships at Atomic Coffee Roasters, a North Shore-based coffee roaster, wholesaler, and retailer. In his role, he manages grocery, office, and contract manufacturing. With a passion for business management, Logan began working in customer service before becoming a Business Development Manager for both Atomic Coffee Roasters and Cold Craft Juicery. He holds a BS in business management from Bentley University. Spencer Mahoney is the VP of Operations and Marketing at Atomic Coffee Roasters, where he oversees and coordinates numerous selling channels, hundreds of product variants, manufacturing, and m...
2022-12-0148 minBrand Alchemist PodcastThe Alchemy of Hiyo Social TonicsCygne Cooper is the Co-founder and Chief Brand Officer at hiyo, a brand producing stress-relieving social tonics crafted with natural adaptogens, nootropics, and functional botanicals. As a creative director and brand strategist, she has experience building thoughtful and impactful brands and creative assets for the media, entertainment, lifestyle, and fashion industries. Cygne has worked with notable brands, including The Miss Universe Organization, New York Fashion Week, and Pure Foods. Evan Quinn is the Co-founder and CEO of hiyo. After a family member was hospitalized for alcoholism, he noticed a lack of non-alcoholic beverages with fun, flavor, and s...
2022-11-1755 minBrand Alchemist PodcastThe Alchemy of Brides, Intimate Wellness, and NormalizationBrittany Lo is the Founder and CEO of Beia, a beauty wellness brand that empowers women to indulge in self-care through a diverse line of clean beauty and wellness products. She founded Beia with the intention of encouraging women to feel and look their best while dismantling the stigma of indulgence. Brittany is also the Founder and CEO of Beautini, which provides hair and makeup services for weddings and events while addressing women’s intimate needs and personal skincare concerns. In this episode… When establishing a beauty brand, it’s important to evaluate consumer demands to hone...
2022-11-1046 minBrand Alchemist PodcastThe Alchemy of Seitan, Pizza, Wings, and Self-ManufacturingEmanuel Storch is the CEO of Blackbird Foods, a plant-based food company producing wholesale and retail seitan, frozen pizza, and plant-based meat. His passion for social entrepreneurship, animal welfare, the environment, and public health inspired Emanuel to found Blackbird. As one of the first team members at Simply Gum, he played an integral role in transforming the small, natural chewing gum startup into a top-selling brand. In this episode… As a CPG brand in a competitive market, it’s often challenging to appeal to consumers and differentiate yourself from your competition. So, how can you bring...
2022-11-0349 minBrand Alchemist PodcastThe Alchemy of Soup Dumplings, Traditions, and D2CJennifer Liao is the Co-founder of Xiao Chi Jie (XCJ), a direct-to-consumer food company specializing in authentic Chinese street food. As a second-generation Asian American, she founded the brand with her husband to connect with family history and create new and genuine representations of their experiences as multicultural individuals. XCJ’s mission is to create widespread awareness for the inclusion of Chinese food and culture in America and to empower other Asian Americans to explore their identities. In this episode… Direct-to-consumer (DTC) marketing as a CPG brand can be profitable, as it encourages customer connection and...
2022-10-2738 minBrand Alchemist PodcastThe Alchemy of Expo East 2022Taja Dockendorf is the Founder, Owner, and Creative Director at Pulp + Wire, a female-founded, award-winning, full-service, CPG branding and marketing agency. Pulp + Wire specializes in helping natural and organic foods, cannabis, hemp, and lifestyle brands discover their identities and create websites, packaging, and social media strategies that resonate with their audiences. Taja has built P+W into one of the most in-demand, referred design houses in the Northeast, and her creative approach to a client-centric and holistic business model has consistently earned the company multiple graphic design and advertising awards. She is a regular contributor to Forbes, f...
2022-10-2045 minBrand Alchemist PodcastThe Alchemy of Alchemical SkincareNick Grossenbacher is the Founder and Chief Product Formulator at REÅLEA Skincare, which delivers potent, topical solutions rooted in global traditions of medicinal alchemy. He has studied herbalism and traditional healing with regional experts worldwide and trained as an academic historian of pre-modern science and traditional medicine at the Spagyricus School of Alchemy under esteemed alchemist Robert Bartlett. Nick’s studies have brought him to India, the Middle East, the Balkans, Guatemala, and Scotland. In this episode… Consumer interest in health and wellness is rising, with a particular focus on naturopathic food and medicine. One pr...
2022-10-1356 minBrand Alchemist PodcastThe Alchemy of Tech, Spices, and AyurvedaRaina Kumra is the Founder of Spicewell, the world’s first nutrient-dense, Ayurvedic line of pantry essentials. As an operational leader, investor, and advisor, she is a Partner at The Fund — where she leads healthcare and consumer deals — the former CEO of Juggernaut, and the former Co-founder of the app engagement platform Mavin. Raina served on the Biden-Harris transition team overseeing the US Global Media tech strategy and previously served as Co-director of Innovation at the BBG, where she advanced the organization’s mission to reach global audiences and protect journalists under the Obama Administration. She has worked wi...
2022-10-0644 minBrand Alchemist PodcastThe Alchemy of Seafood, Family, and Salmon BurgersNina Damato is the Managing Partner at Blue Circle Foods, a company that provides consumers with clean, nutritious, 100% traceable seafood using best sustainability practices. Her mother, father, and uncle founded the brand in 2005 with the goal of delivering organic seafood through transparent processes. Nina has held a variety of roles at Blue Circle, including product and supply chain manager. Before joining the company, she was a Special Events Coordinator at the Museum of Modern Art, a Graphics Manager at Studley, and a Development Assistant at Public Art Fund. Nina earned a bachelor’s degree in integrated design curriculum from Pa...
2022-09-2941 minBrand Alchemist PodcastThe Alchemy of Sauces, Community, and Universe AlignmentHawa Hassan is the CEO and Founder of Basbaas Foods, an authentic, packaged line of Somalian hot sauces and chutneys. The brand has been featured in Forbes, The New York Times, Eater, and many other notable publications. As a dynamic chef, recipe developer, and entrepreneur, Hawa is the author of In Bibi’s Kitchen, where she shares recipes and stories from grandmothers in eight African countries bordering the Indian Ocean. In this episode… As a pioneer of authentic products in the CPG space, it’s crucial to position your brand as an industry leader. So, what d...
2022-09-2237 min
Sustainable Packaging with Cory Connors presented by Atlantic PackagingTaja Dockendorf / Founder / Pulp and Wirehttps://pulpandwire.com/Wow! what a great conversation with Taja Dockendorf, the founder and owner of the Pulp and Wire marketing agency. So many opportunities to improve the way we portray our message. What are you saying with your packaging? What does sustainable really mean to you? Is sustainable a fad? https://anewearthproject.com/collections/new-earth-approvedhttps://www.linkedin.com/in/cory-connors/I'm here to help you make your packaging more sustainable! Reach out today and I'll get back to you asap. This podcast is an i...
2022-09-2123 minBrand Alchemist PodcastThe Alchemy of Kombucha, Vermont, and EntrepreneurshipJeff Weaber is the Owner of Aqua ViTea, a Vermont-based brand that brews authentic kombucha. Previously, he was a Brewer at Lucky Labrador Brew Pub, where he gained experience in fermentation and helped the brewery scale to meet increasing demands. After moving from Oregon to Vermont, Jeff launched Aqua ViTea in 2007 with a mission to provide consumers with naturopathic principles of vitality and wellness. In this episode… When developing a CPG brand, pioneering an original product can be profitable yet challenging. With so many factors to consider — such as competition, manufacturing, and design — how can you mai...
2022-09-1543 minBrand Alchemist PodcastThe Alchemy of Mafia Movies, Manifestation, and Building Strong TeamsNabeel Alamgir was born in Bangladesh and moved to Kuwait seven years later, then to Queens, New York, seven years after that. He began his career as the first busboy at the Bareburger flagship store in Astoria and spent his free time devising marketing objectives for the CEO. In 2019, Nabeel founded Lunchbox, the modern ordering system for restaurants to grow their online revenue, which was built out of the frustration of trying to build his own digital ordering system at Bareburger. Lunchbox has empowered over 2500 restaurant locations across the country, including Bareburger, Clean Juice, Fuku, Little Sesame, Papa Gino’s...
2022-09-0848 minBrand Alchemist PodcastThe Alchemy of Ketchup, Veggies, and PerseveranceAbraham Kamarck is the Founder and CEO of True Made Foods, a brand that reinvents America’s favorite condiments using real fruits and vegetables instead of sugar. Before founding True Made Foods, Abraham served as a Naval aviator for eight years, where he ran operations and deployments around the world and worked in counter-terrorism. He also lived and worked as an entrepreneur in emerging and frontier markets, including China, Egypt, and Lebanon. Abraham launched multiple businesses in difficult environments and helped raise debt and equity capital in Africa and China. In this episode… As a cont...
2022-09-011h 07Brand Alchemist PodcastThe Alchemy of Tahini, Family and InnovationAmy Zitelman is the CEO of Soom Foods, a supplier of globally-inspired pantry foods. The company has been featured in publications such as the New York Times, Washington Post, Food & Wine, and Cooking Light. As Soom’s strategic leader, Amy utilizes interpersonal communication skills to develop and maintain relationships with key stakeholders, manage sales and marketing strategy development, and oversee finance, operations, and logistics. She is the author of The Tahini Table cookbook and, in 2018, was a recipient of Forbes 30 Under 30 for the food and beverage category. In this episode… As a CPG brand, it’s centr...
2022-08-2554 minBrand Alchemist PodcastThe Alchemy of Birds, Innovation, and PersimmonsMatt Weiss is the Founder and CEO of RIND Snacks, a healthy snack brand focused on whole fruit nutrition. Their mission is to help consumers snack better by eating the whole fruit, maximizing nutritional value, and minimizing food waste. Matt launched RIND Snacks in 2017 — prior to that, he spent 20 years in investment research at Baron Capital where he covered consumer growth stocks. Today, Matt lives in New York City with his wife and three children. In this episode… What makes a successful brand? What can you do as an entrepreneur to create a viable business idea...
2022-08-1856 minBrand Alchemist PodcastThe Alchemy of Reinvention, Gratitude, and DragonsRamon Vela is the Founder of CommerceFocused Media, which produces The Story of a Brand, a podcast that features DTC, CPG, and omnichannel brands. The podcast has more than 950 episodes, over 700 interviews with brand founders, and tens of thousands of listeners. As The Story of a Brand’s host, Ramon covers various business categories including fashion, health and wellness, personal care, and more. He explores brand stories and introduces consumers to products worth buying and brands worth supporting. In this episode… Bankruptcy and other business-related setbacks are difficult to cope with, and many entrepreneurs struggle to g...
2022-08-1155 minBrand Alchemist PodcastThe Alchemy of CPG Branding, Life/Work Balance and KoalasLaureen Moyal is a Founding Partner and Creative Director at Paperwhite Studio, a multi-disciplinary design consultancy. Paperwhite collaborates with clients to build identities and grow them into full-blown experiences and digital spaces. Laureen has experience developing integrated branding solutions and creating web experiences in the food and hospitality industries. She served as a visiting critic at Parsons School of Design and taught branding, design, and typography at the Maryland Institute College of Art. In this episode… When it comes to the consumer packaged goods (CPG) industry, customers are perceptive regarding trends, product designs, and quality. So...
2022-08-0446 minBrand Alchemist PodcastThe Alchemy of Cookies, Partnership and Safe Spaces for ConversationLuis Gramajo is a Co-Founder and Partner of Wunderkeks, a consumer-packaged cookie brand. He is responsible for the company’s product development, sales, and customer relationship management. With a background in trade marketing and PR, Luis has experience in the CPG space running supermarket brands in the skincare and food industries across Central America. Hans Schrei is a Co-Founder and Partner of Wunderkeks and has been baking since he was four years old. At Wunderkeks, he is the direct-to-consumer operator and chief marketer, working to develop the brand’s online presence through paid social media campaigns, email, and S...
2022-07-2852 min
Architecture, Design & PhotographyEp: 067 - Taja Dockendorf of Pulp+WireTaja, a graphic designer by education, has built Pulp+Wire into one of the fastest-growing, 100% woman-owned consumer packaging firms, with a focus on natural and organic CPG brands, in the U.S. Her accessible creative style and intuitive marketing instincts have made her a natural fit for organic and natural foods, lifestyle, and cannabis CPG brands seeking to launch new businesses or accelerate current growth. The collaborative workflow she administers within the walls of Pulp+Wire from strategic brand ideation, to packaging, to digital marketing and revenue growth is scaled to meet each client’s unique needs, wit...
2022-06-241h 20
The Progressive Agency PodcastBuilding an Building an Agency as a Creative Entrepreneur, with Taja DockendorfAgency as a Creative Entrepreneur, with Taja Dockendorf This week on the Progressive Agency podcast, I welcome Taja Dockendorf to the show. She’s built her agency, Pulp and Wire, into one of the fastest-growing, 100% woman-owned consumer packaging firms. Taja shares how to start and grow an agency as a creative rather than an entrepreneur, and the importance of fostering client relationships. Hear insights about: Why it’s essential that creatives are directly involved in the process with clients How to own a room and secure clients by putting yourself out there and being authentic Why not carrying debt is the most important financial lesson that Taja...
2022-06-1520 min
Brand Alchemist PodcastThe Alchemy of Giving Back, Creating Change, and Cheetahs with Guest Cole Riley Founder of WellfareJoin Taja Dockendorf, Founder and Creative Director of Pulp+Wire and host of The Brand Alchemist Podcast as she sits down with the founder of Wellfare, Cole Riley. In today's episode, you will learn about how Wellfare was born from the largest private food relief effort in New York City at the peak of the pandemic, as well as its social and economic mission to lessen food insecurity in food deserts starting with New York City. All this and more on today's Brand Alchemist Podcast. Connect With Cole Riley and Wellfare: Instagram: @WellfareOrg / @Colerileywf
2022-06-0847 min
Brand Alchemist PodcastThe Alchemy of Sprouted Nuts, Mental Health and Blue Whales with Guest Laurel Orley Founder of Daily CrunchJoin Taja Dockendorf, Founder and Creative Director of Pulp+Wire and host of The Brand Alchemist Podcast as she sits down with the founder of Daily Crunch, Laurel Orley. In today's episode, you will learn about the amazing career Laurel had before coming to her personal crossroads, about Laurel's Aunt (who is the heart behind daily crunch), why mental health is so important to the brand, and how they choose to give back to their mental health mission. All this and more on today's Brand Alchemist Podcast. Connect With Laurel Orley and Daily Crunch: Instagram...
2022-06-0142 min
Brand Alchemist PodcastThe Alchemy of Coffee, Supporting Women and Giraffes with Guest Tara Pate Founder of DaysieJoin Taja Dockendorf, Founder and Creative Director of Pulp+Wire and host of The Brand Alchemist Podcast as she sits down with the founder of Daysie, Tara Pate. In today's episode, you will learn about how important a coffee experience is to Tara and how it sparked the idea for Daysie, the superpower that propels Tara in continuously supporting other women entrepreneurs, and the animal that guides Tara in life and business. All this and more on today's Brand Alchemist Podcast. Connect With Tara Pate and Daysie: Instagram: @EnjoyDaysie / @Tara.C.Pate LinkedIn...
2022-05-2539 min
Brand Alchemist PodcastThe Alchemy of Olives, Data and Frogs with Guest Nikki Seaman Founder of Freestyle SnacksJoin Taja Dockendorf, Founder and Creative Director of Pulp+Wire and host of The Brand Alchemist Podcast as she sits down with the founder of Freestyle Snacks, Nikki Seaman. In today's episode, you will learn about how Freestyle Snacks was born, the superpower that propels Nikki in everyday entrepreneurship, and gain a peek inside the mind of a data and analytical maven. Connect With Nikki Seaman: Instagram: @Freestylesnacking LinkedIn: Freestyle Snacks Website: www.freestylesnacking.com Amazon Prime: Freestyle Snacks
2022-05-1828 min
The Wider Lens: Powered by Focus on WomenS10 E98 Taja Dockendorf - Pulp+Wire Founder & Creative DirectorTune into our chat with Taja Dockendorf. She is the founder and creative director of Pulp+Wire a 100% female-founded and run CPG strategic brand, packaging, and digital launch agency in Portland, Maine. Taja has consulted, created, and grown over 400 brands while fostering a culture around growth and intuitive leadership for her female-forward team. Taja is also an investor in emerging brands, a mentor to other female founders, and a writer for national publications focused on creative leadership and she knows the balance between life and work with her family who resides in Maine. Our sponsor this season...
2022-05-1248 min
Brand Alchemist PodcastThe Alchemy of Brand Building, Problem Solving and Creativity with Host Taja DockendorfJoin Taja Dockendorf, Founder and Creative Director of Pulp+Wire and host of The Brand Alchemist Podcast as she sits down with Pulp+Wire Brand Storyteller and Podcast Producer, Caili Elwell. In today's episode, you will learn about Taja's career path, how Pulp+Wire earned their big break into the better-for-you CPG space, what makes Taja tick, trip, and triumph, and great advice on how you can find your true north in any career. All this and more on our first episode of The Brand Alchemist Podcast. Connect With Taja: Clifton Strengths Te...
2022-05-1132 min
Brand Alchemist PodcastIntro to the Brand Alchemist PodcastWelcome to The Brand Alchemist Podcast where host, Taja Dockendorf will interview the world's most sought-after brands and dive deep into what makes them tick, trip, and triumph. Join Taja, Founder and Creative Director of the CPG branding, marketing, and launch agency, Pulp+Wire, as she interviews the top brand owners forging the path forward and making magic along the way.
2022-05-1100 min
The Community CastTurning Creativity into Opportunity with Taja DockendorfIn this episode, Dottie Chalmers Cutter interviews Taja Dockendorf, Owner + Creative Conduit at Pulp + Wire in Portland, ME. They discuss why direct communication is especially important as women in business, creativity boosters, and why she cares deeply about improving the lives of disadvantaged children.
2021-09-2126 min