Brands for a Better World (formerly Evolve CPG) – Details, episodes & analysis

In this conversation, Hayley and Stephanie Painter, co-founders of Painterland Sisters, share their journey as fourth-generation organic dairy farmers. They discuss their childhood experiences on the farm, the values instilled in them, and how these experiences shaped their approach to business and agriculture. The sisters emphasize the importance of community, integrity, and creating nutrient-dense products, like their Skyr yogurt. They reflect on the challenges and perceptions faced by farmers and the entrepreneurial spirit that drives their mission to connect consumers with quality food sourced from family farms. In this conversation, Hayley and Stephanie Painter discuss the importance of empowering farmers through education, community connection, and financial incentives. They emphasize the role of mentorship in agriculture, the power of storytelling to connect consumers with their food sources, and the impact of funding on their brand's future. They also share personal insights and advice, culminating in their vision for a better world through sustainable agriculture.

Takeaways:

• Growing up on a farm instills deep-rooted values and work ethic.
• Childhood experiences on the farm shape adult perspectives and business practices.
• Traveling broadens horizons and influences business decisions.
• Farmers are inherently entrepreneurs, learning business from family traditions.
• Integrity in farming leads to better quality products.
• The importance of community and relationships in agriculture.
• Understanding the balance of nature is crucial for sustainable farming.
• Education can challenge traditional farming practices and perceptions.
• Creating nutrient-dense products is a priority.
• The journey of building a business involves learning from failures.
• Farmers are reacting a lot of times and doing the best they can with the situations that they're in.
• It's all about the process and spectrum of betterment for the land.
• There are many programs that provide financial incentives for farmers.
• Our dream is to get all farmers more financially stable.
• Mentorship plays a crucial role in agriculture.
• Storytelling is powerful in connecting consumers to their food.
• Funding helps us build credibility and stability for our brand.
• A better world means diversity in agriculture and food supply chains that are thriving for future generations.
• We need to keep farmers farming to ensure food security.

Sound Bites:

“Farming is literally our roots and our DNA."

"We grew up on hard work and community, love, family, and being connected to nature.”

"Farmers are entrepreneurs. We watched our parents and our grandparents run the farm, which is a business. It's was our first education.“

"We learned business isn't just transactional."

“Our goal is to provide the most nutrient dense product we can. So we choose to keep all those nutrients in there instead of extracting and selling them off as byproducts and replacing them with fillers.

"We like to give the credit back to the farmers.”

“There are a lot of programs with financial incentives out there right now, to help farmers make improvements they  may not be able to financially afford otherwise. These grants have really helped them.”

“We can have all the information we want about regenerative organic agriculture and all these big concepts, but if you don't know how to like make that information digestible and fun, it's not going to hit the way it needs to.”

“A better world is a world with diversity, equity, and parity across the food supply chain.”

"Keep farmers farming first and foremost."

Chapters:

03:00 - Roots of Farming: A Family Legacy

05:59 - Childhood Adventures and Life Lessons on the Farm

09:00 - The Dual Nature of Farm Life: Balancing Tradition and Exploration

14:59 - Pride in Agriculture: Overcoming Societal Perceptions

21:08 - Education and Entrepreneurship: Building a Business from the Ground Up

27:00 - Creating Nutrient-Dense Products: The Journey to Skir Yogurt

32:51 - The Integrity of Farming: Maintaining Quality in Production

39:25 - Empowering Farmers Through Education and Connection

42:48 - Financial Incentives and Sustainable Practices

46:56 - Mentorship and Community in Agriculture

51:02 - The Power of Storytelling in Agriculture

53:53 - Funding and Future Vision for the Brand

57:56 - Personal Insights and Advice

62:59 - A Better World Through Agriculture

In this conversation, Matthew Dillon, co-CEO of the Organic Trade Association, discusses the growth and challenges of the organic industry. He highlights the importance of generational shifts in consumer behavior, particularly among Millennials and Gen Z, who are increasingly committed to organic products. Dillon emphasizes the need for investment in infrastructure to support domestic organic production and the role of advocacy in shaping policies that benefit the organic sector. The conversation also touches on the evolution of organic quality and the economic impact of organic farming on rural communities. In this conversation, Matthew Dillon discusses the Organic Trade Association's (OTA) efforts to drive organic agriculture forward through legislative initiatives, transparency, and community engagement. He emphasizes the importance of collaboration among stakeholders in the organic sector, the need for integrity in growth, and the role of vulnerability in building trust. Dillon also highlights the significance of investing in future generations and the power of community in overcoming challenges and fostering change.

Takeaways:

• The OTA serves the organic sector from seed to shelf.
• Organic industry growth is driven by generational shifts in consumer preferences.
• Millennials and Gen Z are more committed to organic products than older generations.
• Success in agriculture should be measured in succession, not just immediate returns.
• The quality of organic products has significantly improved over the years.
• Domestic organic production faces challenges due to reliance on imports.
• Investment in infrastructure is crucial for the growth of the organic sector.
• Organic farming can positively impact rural economies and biodiversity.
• Advocacy for organic standards and funding is essential for the sector's future.
• The return on investment for organic programs is significant for the economy. OTA is focused on driving organic agriculture forward through legislative efforts.
• Transparency and trust are crucial for the organic sector's integrity.
• Integrity in growth requires balancing desirability with feasibility.
• Cultivating a culture of collaboration is essential for the organic movement.
• Community and advocacy play a vital role in the success of organic businesses.
• Investing in future generations is a responsibility of the organic sector.
• Hopelessness can be transformed into action through community support.
• Vulnerability is necessary for building trust in brands.
• Continuous improvement is key to maintaining the integrity of organic standards.
• The organic movement is about more than just farming; it's about creating a better world.
   

Sound Bites:

"Organic food in the U.S. grew to a $71.6 billion market in 2024."

"90 % of Millennials and Gen Z are either committed or highly aspirational organic consumers"

"Success has to be measured in succession."

"OTA is helping drive organic forward."

“If you're not at the table, you're on the menu.”

"Integrity requires vulnerability."

“That continuous improvement in integrity is essential to that consumer trust.”

“He said, it's time for us as an industry to re-embrace the movement. We didn't tell him to say it, but we were like, yes!That's the value of joining OTA. Come be part of a movement.”

“Every $1 invested in USDA National Organic Program staff and operations yields over $3,000 in retail value for the U.S. economy.”

"Raise the soil for all farms."

"Planting trees for future generations."

“A society grows great when old men plant trees whose shade they know they shall never sit in.”

"Community is the engine for transformation."

"Hope is not a good strategy on its own."

Links:

Matthew Dillon on LinkedIn - https://www.linkedin.com/in/sustainmdillon/

Organic Trade Association (OTA) - https://ota.com/

Organic Trade Association (OTA) on Facebook - https://www.facebook.com/OrganicTrade

Organic Trade Association (OTA) on Instagram - https://www.instagram.com/organictrade/

Organic Trade Association (OTA) on X - https://x.com/organictrade

Organic Trade Association (OTA) on YouTube - https://www.youtube.com/@OrganicTradeAssoc

Organic Trade Association (OTA) on LinkedIn - https://www.linkedin.com/company/organic-trade-association/

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OTA’s Organic Market Report 2025 - https://ota.com/OrganicMarketReport

TOPP Impact Report 2024 - https://www.organictransition.org/impact-report/

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Brands for a Better World Episode Archive - http://brandsforabetterworld.com/

Brands for a Better World on LinkedIn - https://www.linkedin.com/company/brand-for-a-better-world/

Modern Species - https://modernspecies.com/

Modern Species on LinkedIn - https://www.linkedin.com/company/modern-species/

Gage Mitchell on LinkedIn - https://www.linkedin.com/in/gagemitchell/

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Print Magazine Design Podcasts - https://www.printmag.com/categories/printcast/

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Heritage Radio Network - https://heritageradionetwork.org/

Heritage Radio Network on LinkedIn - https://www.linkedin.com/company/heritage-radio-network/posts/

Heritage Radio Network on Facebook - https://www.facebook.com/HeritageRadioNetwork

Heritage Radio Network on X - https://x.com/Heritage_Radio

Heritage Radio Network on Instagram - https://www.instagram.com/heritage_radio/

Heritage Radio Network on Youtube - https://www.youtube.com/@heritage_radio

Chapters:

03:00 - Introduction to the Organic Trade Association (OTA)

05:26 - Growth of the Organic Industry

09:39 - Generational Shifts in Consumer Behavior

13:11 - The Evolution of Organic Quality

17:52 - Challenges and Opportunities in Domestic Organic Production

22:35 - Infrastructure Needs for Organic Growth

27:22 - The Role of Investment in Organic Infrastructure

31:20 - The Future of Organic Advocacy and Policy

34:29 - Driving Organic Forward: Legislative Efforts and Challenges

39:54 - The Importance of Transparency and Trust in Organic

44:13 - Integrity in Growth: Balancing Desirability and Feasibility

49:31 - Cultivating a Culture of Collaboration in Organic

55:34 - The Value of Community and Advocacy in Organic

61:38 - Investing in the Future: Intergenerational Responsibility

01:01:05 - Harnessing Hopelessness: Community as a Catalyst for Change

While many businesses and individuals are answering the call to be more impact-driven and sustainably conscious, few understand just how damaging their digital footprint is to their endeavors. Today we are joined by Avril Tomlin-Hood, the Founder and CEO of boa - a Vancouver, BC-based media buying agency focused on elevating sustainably-conscious brands. Avril is here to speak about our digital carbon footprints, particularly regarding media and advertising, and how we can band together to decarbonize our online world. We discover how our online exploits impact the real world, how small and simple adjustments can make a big difference, the platforms and campaign styles that promote a low digital footprint, and the importance of being B Corp certified if sustainability is one of your priorities. Be sure to tune in to discover how Avril and her team at boa are making big strides in decarbonizing our media, and how she has made it her personal mission to create a better world for all.

Key Points From This Episode:

• How what we do online impacts the real world; finding the carbon footprint of digital media. 
• The smaller things that impact digital footprints (file size, page brightness, auto-refresh, etc.).
• How making invisible systems, visible will lead to better decisions on sustainability. 
• What Avril means by “decarbonize media”, and how she and her team go about it. 
• Why it’s important to pay attention to where and how your ads are targeted. 
• A closer look at how boa audits its clients to determine the work that needs to be done. 
• Simple adjustments that make a big difference. 
• Avril details all the good things that are happening in sustainable, impact-driven marketing. 
• Understanding how consumers rank sustainability on their list of priorities. 
• Effective platforms and campaign styles for reducing your digital footprint. 
• How Avril developed her passion for sustainability, and how she integrated it into her career. 
• The modern importance of a B Corp certification.
• Ad Net Zero, Purpose Disruptors, Poshmark, Value Village, Solitaire Townsend, and more! 
• Avril’s vision for a better world. 

Links Mentioned in Today’s Episode:

Avril Tomlin-Hood on LinkedIn

Avril Tomlin-Hood on Instagram

boa

In With the New 

Makeena

Worldie Unboxed 

Ad Net Zero

Purpose Disruptors 

Poshmark 

Value Village 

Clean Creatives 

MyBacon | MyForest Foods 

Solitaire Townsend on LinkedIn

Modern Species 

Gage Mitchell on LinkedIn

Gage Mitchell on X

Brands for a Better World Website

Brands for a Better World on YouTube

Brands for a Better World email

Impact Driven Community

In this episode, we're joined by Tim Richards, founder, and CEO of Philosopher Foods, to talk about the challenges of running a premium food product company, and the benefits of raw, sprouted, and generatively grown foods.

Philosopher Foods is a nut butter company, currently, focused on creating the most delicious, nutritious, ethical, and ecological nut butters that we can possibly produce. Find more: https://philosopherfoods.com/

Find more about Modern Species: https://modernspecies.com/

Join our FREE community for CPG leaders: https://community.evolvecpg.com/

Follow us on LinkedIn: https://www.linkedin.com/company/evolve-cpg/

As an ever-evolving show, we also love feedback. Send us your thoughts or ideas for who we should talk to next to evolve@modernspecies.com

Today, we speak with Moji Igun, founder of Blue Daisi Consulting, about the importance of figuring out what sustainability means to you and how she's helping companies find their path to zero waste.

Blue Daisi Consulting is a sustainability consulting company that focuses on zero waste. Find more: https://bluedaisi.com/

Find more about Modern Species: https://modernspecies.com/

Join our FREE community for CPG leaders: https://community.evolvecpg.com/

Follow us on LinkedIn: https://www.linkedin.com/company/evolve-cpg/

As an ever-evolving show, we also love feedback. Send us your thoughts or ideas for who we should talk to next to evolve@modernspecies.com

Today we’re speaking with Kaitlin Mogentale, founder of Pulp Pantry, about identifying a problem to solve, asking for help along the way, and leaning into opportunities even if they're intimidating.

Pulp Pantry transforms scraps into snacks by utilizing overlooked resources in our food system, or upcycled ingredients. They are made more sustainable, and are, of course, better for you. Find more: https://pulppantry.com/

Find more about Modern Species: https://modernspecies.com/

Join our FREE community for CPG leaders: https://community.evolvecpg.com/

Follow us on LinkedIn: https://www.linkedin.com/company/evolve-cpg/

As an ever-evolving show, we also love feedback. Send us your thoughts or ideas for who we should talk to next to evolve@modernspecies.com

This week we are joined by Kate Fosson, Co-Founder, and CEO of Brand Pollinators, about the experiences and knowledge we collect during a long journey, and how she's using her unique combination of skill sets to help brands scale sustainably.

Brand Pollinators tells your brand story, connects you with more customers, and helps you scale sustainably. Learn more: https://brandpollinators.com/

Find more about Modern Species: https://modernspecies.com/

Join our FREE community for CPG leaders: https://community.evolvecpg.com/

Follow us on LinkedIn: https://www.linkedin.com/company/evolve-cpg/

As an ever-evolving show, we also love feedback. Send us your thoughts or ideas for who we should talk to next to evolve@modernspecies.com

In this week’s episode, we're speaking with Matt D’Amour and Linwood Paul, Founders of Subtle Distinctions, about how the process of lifestyle design can help us achieve our dreams and therefore live our best lives.

Subtle Distinctions cultivate thoughtful leaders from the inside out. Direct your destiny here: https://subtledistinctions.com/

Find more about Modern Species: https://modernspecies.com/

Join our FREE community for CPG leaders: https://community.evolvecpg.com/

Follow us on LinkedIn: https://www.linkedin.com/company/evolve-cpg/

As an ever-evolving show, we also love feedback. Send us your thoughts or ideas for who we should talk to next to evolve@modernspecies.com

In today’s episode, we speak with Allyson Bartlett, Director of Brand and Marketing for 1% for the Planet, about why and how companies and individuals are formalizing their commitment to the planet in ways that does good, feels good, and makes good sense.

1% for the Planet is a global organization that certifies environmental giving. Find more: https://www.onepercentfortheplanet.org/

Find more about Modern Species: https://modernspecies.com/

Join our FREE community for CPG leaders: https://community.evolvecpg.com/

Follow us on LinkedIn: https://www.linkedin.com/company/evolve-cpg/

As an ever-evolving show, we also love feedback. Send us your thoughts or ideas for who we should talk to next to evolve@modernspecies.com

Today, we welcome Radhika Manwani, Associate at Sieo, to talk about their hybrid venture studio and marketing agency model. Also, we dive into the lessons learned while developing, launching, and growing a new product brand during the COVID-19 pandemic.

Sieo builds and grows impactful companies. Learn more: https://www.sieo.io/

Find more about Modern Species: https://modernspecies.com/

Join our FREE community for CPG leaders: https://community.evolvecpg.com/

Follow us on LinkedIn: https://www.linkedin.com/company/evolve-cpg/

As an ever-evolving show, we also love feedback. Send us your thoughts or ideas for who we should talk to next to evolve@modernspecies.com