Building a Mission-Driven Supplement Brand: Regenerative Farming Meets Clinical Research

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.

In this episode…

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.