This is the messy middle

Same same but different

Late nights, working on weekends, signing new clients bringing emerging CPG food brands to market, hiring an admin assistant (for the first time!!!), building new strategic partnerships, streamlining operations, brainstorming the next stage of growth for Emerging Brands Podcast, and preparing for a proper vacation in Spain.

Hi!

I’ve been wanting to share more here but I’ve been in the thick of it all. I’m (working on) giving myself some grace and finding a new groove with my work (and life to be honest). On top of my list has been finding new ways to take care of myself (I’ve started new supplements, Pure Barre 3-4x/week, and have acupuncture every other week) while doing my best to live in a way that feels good to me. Not what I thought it should/could look like (which, let’s be real, can be tough in the era of social media). My life doesn’t always fit into a "normal" mold, and sometimes I get in my head about that. I’m learning to let go of those expectations and embrace the way things are. It’s a privilege to create a life that’s uniquely your own. Even when it’s annoying and stressful at times.

But this is the messy middle—And I’ve been here before as I’ve worked freelance for the past 15+ years (basically my whole career). This is the part where you’re growing, hitting walls, letting go, having hard conversations, and figuring out what comes next. But this is a new stage of growth. I’m in that founder dance of building, paying off things, and trusting in the process (kinda cringe but it’s the truth).

This past weekend I had time alone, traveling around the city for market research for 3 new brands coming to market, eating a slice of pizza, stopping by Central Park and soaking in the energy of the city which always brings me back home. I needed a few days like this to reset.

I’ve been getting back to giving myself space to write down my thoughts, process, and share. I’m writing this (mostly) on Sunday which sipping a Via Carota Craft Cocktail (I’m loving this flavor) to get the creative vibes flowing. (Note: I’m editing this Substack Tuesday late afternoon with Sage Matcha in hand).

Basically this is my ramble for fellow founders who set out to build something unique, different, a life of their own… It’s hard. But that independence over your life and work is so damn worth it.

And speaking of which…

I’m taking a real break (for like the first time like ever!) at the end of the month for a week in Spain with my family—something I’m truly looking forward to. Any recs for Barcelona?

Unboxings

Kif (who’s on the podcast this week). Obsessed. Their cherry flavor is my favorite (which is shocking because I’m not a cherry flavor person but I hear the trick is that they use real cherry juice).

Actual Veggies sent me a haul of their burgers and fries. I’ll report back with any favs. But I will say, I feel like french fries are having a moment. These have added plant-base chickpea protein.

Frankly Good Coffee Cold Brew Blend has me creating the creamiest cold brew from my kitchen.

What I’m cooking at home (kinda)

The irony of building food & beverage brands but finding it hard to stop and eat lunch🙃Current go-to: Leftover salmon with mango corn salsa (made by Nora) over a bed of lettuce topped with gotham greens lemon basil vinaigrette.

Clients making waves

I’m so excited about the upcoming launch of She’s the Sauce (follow on Instagram for updates!), building specialty retail and food service for Frankly Good Coffee, and working with three new brands—a dip, kids meal brand, and pudding brand. I’ve been diving into market research, consulting with my favorite retail buyer, connecting with industry experts, and refining their brand strategies. Love working with founders in the super early stage of their brand.

New podcast episodes

Kif was founded by Caroline Brain, the fermentation fan girl herself—a Midwest native with a tenacious entrepreneurial spirit. Passionate about ethical food systems, holistic health, and gut-friendly living, Caroline blends culinary craft with strategy to make gut health delicious. Born and brewed in Los Angeles, Kif crafts kefir water using only real, natural ingredients, delivering a probiotic-packed, low-sugar, fizzy beverage that gives your gut the love it deserves. Coined ‘Nature’s Soda’. Listen here!

Sababa Foods was founded by Amy Dell, a passionate food entrepreneur with deep roots in Middle Eastern foods. With a background in marketing, hospitality, and customer service, Amy is on a mission to make authentic, high-quality Middle Eastern flavors accessible for modern kitchens. Sababa Foods offers convenient, nutritious options that bring families and food lovers together over delicious meals. Listen here!

Advice

In this solo episode of Emerging Brands Podcast®, I’m taking you behind the scenes of building a brand strategy that can turn an early-stage idea into a standout CPG brand. I share how I help first-time, bootstrapping food & beverage founders create a clear roadmap for success—one that earns shelf space, generates buzz, and connects deeply with consumers. Listen here!

Also, highly recommend taking It’s All Happening upcoming free workshop for emerging CPG food & beverage founders. Sign up here!

Thanks for hanging at home with me! Till next week.

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