Massiel Villanueva is the Founder and CEO of YÜJ Granola, a health-focused snack company based in Orlando, Florida. The brand offers vegan, gluten-free, soy-free, and low-glycemic granola products, including bars, bites, and cereals. Combining her culinary background and yoga practice, Massiel built YÜJ Granola to promote unity, mindfulness, and nourishment through food. Beyond providing healthy snacks, YÜJ Granola is committed to social responsibility, donating 10% of its proceeds to children's and environmental charities.

Launching a food brand in today’s crowded and competitive market is no small feat, especially for founders balancing family, financial pressures, and personal wellness. With thousands of options already on shelves, how do you introduce a unique product while staying true to your mission and identity?

Massiel Villanueva, a culinary professional and yoga instructor, shares how personal adversity shaped her vision for a softer, cleaner granola alternative. When her son was diagnosed with an immune deficiency, she couldn’t find nourishing snacks that met his needs, so she created her own. Massiel emphasizes staying lean in the early stages, testing the market before scaling, and expressing authenticity through storytelling, community, and sound healing to differentiate your brand in retail. Her insights reveal that bootstrapping, mindfulness, and a strong support system are essential to startup success.

On this episode of the Firebelly Social Show, Duncan Alney talks with Massiel Villanueva, Founder of YÜJ Granola, about redefining what healthy snacking can look like. Massiel discusses the inspiration behind her product, how yoga influences her business philosophy, and her immigrant journey. She also touches on raising four kids while scaling her brand, the importance of soft-baked granola, and pitching to Walmart with courage and authenticity.

Aidan Mehigan is the Founder and CEO of Natterjack Irish Whiskey, a company dedicated to crafting unique Irish whiskey by blending traditional Irish and American aging techniques. In less than five years, he transformed Natterjack from a startup into an internationally recognized brand, now available in 16 US states and 13 global markets. The brand's excellence was acknowledged when it was named Best Irish Whiskey 2024 in The Whiskey Bible. Before venturing into the whiskey industry, Aidan had a successful career as a hedge fund trader in London.

Many emerging spirits brands struggle to stand out in a saturated market dominated by tradition, legacy names, and generic storytelling. With consumers increasingly seeking authenticity and connection, how can a new whiskey brand capture attention and create community without compromising originality or flavor?

Aidan Mehigan, a former London-based trader turned whiskey entrepreneur, shares how he embraced disruption in the industry by crafting an Irish whiskey with an American twist. Drawing from his background in food and beverage, he explains the power of rejecting tired branding tropes — like surnames and regional references — in favor of a bold mascot and unique voice. He emphasizes building a story-first brand rooted in fun, rebellion, and connection. Aidan also recommends that founders lean into distinctive experiences, creative risk-taking, and honest mistakes to deepen engagement and build lasting loyalty.

In this episode of the Firebelly Social Show, Duncan Alney talks with Aidan Mehigan, Founder and CEO of Natterjack Irish Whiskey, about building a bold spirits brand from scratch. Aidan shares how personality-driven branding fuels growth, his process for crafting a distinctive whiskey profile, and the importance of real-life community-building. The conversation also touches on market disruption, creative marketing, and the value of optimism.

Grant Hemingway is the CEO and Co-founder of Libby Non-Alcoholic Wines, a brand redefining modern moderation with its sparkling non-alcoholic wines, gaining remarkable traction in the inclusive beverage market. He is a seasoned winemaker and entrepreneur with over 18 years of experience spanning vineyard management, winemaking, and executive leadership in the wine and beverage industry.

A graduate of UC Davis in Viticulture and Enology, Grant has held key positions at Far Niente, Mason Cellars, and Molson Coors. Driven by a mission to modernize and democratize the wine experience, he aims to offer inclusive, high-quality alternatives that align with contemporary wellness and lifestyle trends.

As the sober-curious movement grows and wellness-driven lifestyles gain traction, more consumers are questioning their relationship with alcohol. Yet finding non-alcoholic options that match the flavor, complexity, and celebratory nature of traditional wine remains a challenge. So, how can brands craft sophisticated non-alcoholic beverages that satisfy modern drinkers?

Grant Hemingway, a seasoned winemaker, shares how to address this gap through a relentless focus on quality and authenticity. He explains the importance of maintaining wine’s aromatic complexity and structure — even without alcohol — by carefully selecting grapes, using thoughtful fermentation techniques, and refining the alcohol-removal process. He also emphasizes the need for brands to align with consumers' values around health, sustainability, and inclusive social experiences, encouraging a no-compromise approach to crafting non-alcoholic wines that delight and endure.

In this episode of the Firebelly Social Show, Duncan Alney talks with Grant Hemingway, Co-Founder of Libby Wines, about creating exceptional non-alcoholic wines that elevate social occasions. Grant discusses the cultural shift in drinking habits, the rigorous R&D behind product development, and the role of storytelling in building trust with mindful consumers. He also shares branding decisions, functional beverage trends, and future innovations in the NA wine space.

Jason Woodward is the Owner of Clear Alaskan Glacial, a premium bottled water brand sourced from Alaska’s Eklutna Glacier. Under his leadership, the company emphasizes sustainability, offering naturally alkaline water with a high pH and minimal processing. Jason is also a retired U.S. Navy Commander, Admiral of the Alaska Naval Militia, and a serial entrepreneur, having co-founded the successful Sudsy Salmon Car Wash chain before moving into the beverage industry. His commitment to environmental stewardship and quality has positioned the Clear Alaskan Glacial as a respected name in the fine water industry.​

Building a successful consumer brand in a saturated market is tough, especially when working with a commodity like water. How do you break through the noise, leverage authenticity, and build consumer trust when logistics, production challenges, and fierce competition stack the odds against you?

Jason Woodward, an entrepreneur with a background as a US Navy Commander and real estate professional, shares how he tackled these challenges head-on. He highlights the importance of spotting white space opportunities, building a strong partner team with complementary strengths, and leveraging regional authenticity to stand out. He recommends that entrepreneurs remain vulnerable, ask better questions, and surround themselves with industry experts to navigate complex sales and distribution channels. Jason also stresses the power of using naturally occurring product advantages to differentiate in crowded categories.

In this episode of the Firebelly Social Show, Duncan Alney talks with Jason Woodward, Owner of Clear Alaskan Glacial, about building a mission-driven premium bottled water brand. Jason discusses the power of authentic regional branding, overcoming logistics challenges in Alaska, and why a strong internal team and asking the right questions are critical to success. He also shares rebranding strategies, breaking into CPG markets, and the importance of trusted partnerships.

Matt Oscamou is the Chief Operating Officer at Three Trees, a company known for its organic, plant-based nut milk crafted from simple, clean ingredients. Before joining Three Trees, he co-founded Weller, a leading CBD beverage brand, and previously founded Frontier Snacks, scaling it to over 2,500 retail locations nationwide. With a background in chemistry and a passion for food innovation, Matt brings deep operational expertise and a founder's mindset to the mission-driven food and beverage space. He is committed to delivering high-quality, sustainable products while fostering a lean, collaborative team culture at Three Trees.

In the rapidly growing plant-based milk market, distinguishing oneself without sacrificing product quality presents a significant challenge. Many brands rely on shortcuts like additives, oils, and flashy marketing, which can undermine quality and trust. How can brands prioritize purity and innovation while scaling sustainably in a competitive landscape?

Matt Oscamou, a seasoned food and beverage entrepreneur, shares how real ingredients and a mission-driven approach can create lasting differentiation. He emphasizes the importance of staying lean, listening to loyal customers, and resisting trends that compromise quality. Matt discusses crafting premium plant-based milk with clean labels, oil-free formulations, and nutrient-rich profiles. He also highlights how a small, passionate team and a focus on performance, both in product and people, can drive smart growth while maintaining authenticity.

In this episode of the Firebelly Social Show, Duncan Alney talks with Matt Oscamou, COO of Three Trees, about scaling a clean-label, plant-based milk brand. Matt shares his insights on ingredient integrity, the power of staying nimble and leading with values. He also discusses innovation in barista-grade products, nurturing team culture, and supporting independent retailers.

Angela Marturano is the Founder and President of Orchid Holistic Search, a boutique executive search firm specializing in the natural products industry. With a sales and business marketing background from Western Michigan University, she transitioned from automotive recruiting to mission-driven talent acquisition, focusing on aligning values-based companies with culturally attuned leaders. Angela also serves as Vice President of Growth & Culture at Blanco y Negro, a woman-led regenerative farm, and hosts wellness retreats that emphasize sustainability, leadership, and community. A lifelong advocate for holistic health and mindful living, she is also a certified yoga instructor and wellness enthusiast.

Hiring the right person for your mission-driven company can feel like navigating a maze — especially when you want someone who aligns with your values, supports your long-term vision, and fits your company culture. Traditional recruiting often falls short in industries that value authenticity, sustainability, and community. So, how do you build a conscious, connected team without compromising quality or integrity?

Angela Marturano, an executive recruiter with deep roots in the natural CPG and wellness industries, shares how she and her team take a holistic, values-based approach to hiring. She emphasizes working only with companies whose products and people she genuinely believes in. She ensures long-term alignment by limiting the number of searches they take on and immersing themselves in the company culture and the candidate's journey. Angela also draws on her background in regenerative agriculture and community building to highlight how interconnectedness and intentionality can reshape business leadership, hiring practices, and how we live.

In this episode of the Firebelly Social Show, Duncan Alney talks with Angela Marturano, Founder and President of Orchid Holistic Search, about building conscious teams in the natural products space. Angela discusses how a values-aligned hiring process transforms company culture and shares insights on regenerative farming, hosting women's retreats, and rethinking leadership through a holistic lens.