Brian Upton is Co-founder and Chief Revenue Officer of Elevate Organic, a wellness brand focused on regenerative agriculture and science-backed organic supplements. He helps lead the company's commercial strategy and brings products with clinically studied ingredients like organic Shatavari and regenerative Ashwagandha to market. With over a century of combined natural products industry experience behind the company's founders, Brian has been instrumental in applying industry insight to building a sustainable brand that combines clinical research with regenerative sourcing.

Hank Ramsey is Co-founder and General Manager of Elevate Organic. He oversees operations and strategic execution and champions combining evidence-based nutrition with regenerative agriculture to create supplements that support both human vitality and planetary health. Prior to Elevate Organic, Hank built extensive experience in the natural products and wellness industry through senior sales and leadership roles at brands including Ancient Nutrition, Garden of Life, Gaia Herbs, and Arizona Nutritional Supplements, where he led retail strategy and key account growth across major channels.

Most supplement brands compete on trends, claims, and crowded shelves. But what does it take to build a mission-driven CPG brand that stands out in a mature category while staying rooted in science and integrity? And how do experienced operators turn conviction into a differentiated, scalable business?

The answers lie in pairing deep industry experience with disciplined brand execution. Drawing from decades of scaling major natural products brands, Brian Upton, a revenue leader shaped by digestive health transformation, and Hank Ramsey, a veteran sales and operations executive, share how a proven playbook can be applied to launch a purpose-driven supplement company. They explore how to identify white space in a crowded category without becoming overly dependent on data dashboards. Brian explains why experience and long-term category insight often outperform short-term trend chasing, while Hank emphasizes that clinically studied ingredients are critical for premium positioning and lasting consumer trust. Together, they frame regenerative sourcing not as a marketing tactic, but as a defensible, long-term brand moat. Their advice includes putting people first, protecting product efficacy at all costs, and building a culture resilient enough to withstand startup volatility.

In this episode of the Brand Alchemist Podcast, Taja Dockendorf sits down with Brian Upton and Hank Ramsey, Co-founders of Elevate Organic, to discuss building a regenerative supplement brand in a competitive CPG market. They explore brand differentiation through clinical science, scaling with a proven playbook, and raising category standards with innovative protein, probiotic, and detox formulations. Brian and Hank also share startup lessons and their long-term vision for industry leadership.

Adam Deremo is the Co-founder and CEO of AWAKE Chocolate, a brand pioneering the fusion of delicious chocolate and functional benefits. With a strong background in CPG, Adam has played a pivotal role in growing the brand, and AWAKE Chocolate is now one of the leading functional chocolate brands in North America, with products now carried in thousands of retail locations. Before launching AWAKE Chocolate, Adam spent over a decade working with industry giants Kraft Heinz and PepsiCo, where he honed his expertise in business strategy, product development, and financial management.

Building a successful brand in a crowded market is challenging, especially when trying to bring something truly innovative to the table. But what makes some entrepreneurs stand out from the rest? What allows them to overcome obstacles and disrupt industries that have been around for decades?

With an extensive background in consumer packaged goods, Adam Deremo notes that the key to success lies in identifying gaps and creating solutions that address unmet consumer needs. He emphasizes the importance of moving quickly, especially when scaling a new business, and how taking calculated risks without over-analyzing decisions can lead to faster growth. Additionally, Adam highlights the significance of staying focused on quality and consumer feedback as the brand grows, rather than getting distracted by shiny new opportunities.

In this episode of the Brand Alchemist Podcast, Taja Dockendorf sits down with Adam Deremo, Co-founder and CEO of AWAKE Chocolate, to discuss how he launched a brand that blends innovation with taste. Adam talks about scaling a business in a competitive market, insights on functional foods, and lessons learned from navigating the challenges of the pandemic. He also shares advice on product trial strategies and hiring the right team.

Jane Wong is the Co-founder, CEO, and Creative Director of NOON, a cognitive wellness brand where neuroscience meets nature. She leads NOON's brand strategy, product vision, and innovative design — blending Eastern plant wisdom with modern neuroscience to create functional, science-inspired tools for focus, calm, and sleep. Jane's expertise spans creative direction, design, immersive environments, and wellness innovation with a focus on holistic, health-driven experiences.

Dr. Julie Hwang is the Co-founder and COO of NOON and a licensed Naturopathic Doctor. With over 15 years in functional medicine, herbalism, clinical nutrition, and mind-body health, she guides NOON's clinical strategy and product efficacy. Dr. Hwang also directs Aurum Medicine & Wellness Clinic, helping individuals and organizations optimize resilience, performance, and well-being.

Modern wellness is shifting beyond physical health into the way we support focus, mood, and resilience in everyday life. More founders are exploring how science and nature can work together to create tools that are both effective and enjoyable. What does it take to build a cognitive wellness product that people actually want to use consistently?

Jane Wong and Dr. Julie Hwang answer this by drawing on their expertise in design innovation and integrative clinical medicine to explain how cognitive care must be both science-backed and emotionally engaging. They share insights on why functional mushrooms and adaptogens can support stress regulation over time, and how delivery systems like dual-layer gummies can improve both absorption and the user experience. Jane and Dr. Hwang's approach highlights the importance of blending efficacy, accessibility, and habit-building rituals into wellness routines.

In this episode of the Brand Alchemist Podcast, host Taja Dockendorf sits down with Jane Wong and Dr. Julie Hwang, Co-founders of NOON, to discuss cognitive wellness innovation. Jane and Dr. Hwang discuss their burnout-inspired brand origins, functional mushroom formulation, dual-layer gummy efficacy, and NOON's growth strategy. They also touch on NOON's marketing challenges and what's next for the brand.