The Firebelly Social Show

David Abadin is the Founder of DisCo, a company modernizing food distribution by providing transparent, technology-driven solutions for emerging and mission-driven brands. Under his leadership, DisCo helps brands reduce the hidden friction of traditional distribution, retailer relationships, and alternative channels while enabling greater transparency and control through custom pricing and real-time data sharing. David's background includes nearly a decade on the purchasing side of food distribution and a role on the Advisory Board at Sharing Excess. In this episode… For many emerging food and beverage brands, distribution becomes the challenge they didn't fully see coming. The product may be strong, the story may resonate, and the demand may be real, but the path to the shelf can still be expensive, opaque, and hard to control. What would it look like if distribution worked with founders instead of feeling like a necessary evil? A better distribution model starts with transparency, shared data, and incentives that actually support brand growth. David Abadin brings years of purchasing and distribution experience to the conversation, explaining why founders need clearer pricing, fewer hidden costs, and more visibility into where their products go. Rather than treating grocery as the only meaningful channel, David encourages brands to think about offices, gyms, hotels, coworking spaces, and other overlooked places where consumers engage with food. The takeaway is practical: founders can protect margins, brand equity, and momentum by asking better questions, understanding their contracts, and choosing partners who act like an extension of the brand. On this episode of the Firebelly Social Show, Duncan Alney talks with David Abadin, Founder of DisCo, about why food distribution needs more transparency and better incentives. David shares how brands can avoid hidden costs, use data to guide growth, and explore alternative sales channels beyond retail.

Brooks Addington is the CEO of TÖST Beverages, a company renowned for its sophisticated, non-alcoholic sparkling beverages. With over two decades of experience in consumer goods and finance, he has successfully expanded TÖST's distribution to over 10,000 accounts across all 50 US states and eight countries. Under his leadership, TÖST has partnered with major national retailers such as Whole Foods Market, Sprouts, HEB, and Walmart. Additionally, Brooks serves as a board member and founding partner of the Adult Non-Alcoholic Beverage Association (ANBA), contributing to the growth and development of the non-alcoholic beverage sector. In this episode… Celebration does not always need alcohol to feel meaningful. As more people look for ways to raise a glass without compromise, the bigger question becomes: how do you create a beverage that honors the moment instead of imitating what used to be in it? For Brooks Addington, the answer starts with building something that stands on its own. Drawing on his experience leading a premium alcohol-free beverage brand, Brooks explains that TÖST was never meant to be a "mock" version of anything; it was designed to offer sophistication, mouthfeel, depth, aroma, and a sense of occasion without the use of alcohol. That shift matters because it moves the conversation away from what a drink is missing and toward what it can make possible: more inclusive, intentional, and memorable celebrations. On this episode of the Firebelly Social Show, Duncan Alney talks with Brooks Addington, CEO of TÖST Beverages, about rewriting celebration culture. They discuss category confusion in non-alcoholic beverages, building TÖST as an occasion-led brand, scaling into thousands of stores, and why cans are opening up new moments. Brooks also shares advice on using AI to support brand experiences.

David Mesa is the President of We Grow CPG, a boutique sales management agency offering elevated sales partnerships to the CPG industry. The agency's core expertise lies in helping emerging brands expand their distribution by building aggressive and strategic revenue plans from the seed stage to the late stage. With over 20 years of experience in the CPG industry, David has extensive knowledge in developing unique brands that stand out in a competitive marketplace. Additionally, he is the Founder of 4T Mesa Consulting and serves as a Strategic Advisor at both TIG Brands and Pricklee. David is also a US Marine Corps veteran. In this episode… Shelf placement can feel like a big win, but in CPG, that's often where the real work begins. Once a product is in front of shoppers, what actually makes it move? The answer, David Mesa explains, is velocity: the ability to turn shelf placement into actual sales. He explains that brands must think beyond distribution and look at the full picture: pricing, packaging, shelf placement, merchandising, trade spend, and whether the product truly fits the retailer's customer. When brands treat the shelf like the starting line instead of the finish line, they have a much better shot at building lasting growth. On this episode of the Firebelly Social Show, Duncan Alney talks with David Mesa, President of We Grow CPG, about what it really takes to grow in CPG today. They discuss why getting on the shelf is not enough, how merchandising drives sales velocity, and why founders need honest consumer feedback. David also shares advice on choosing the right retail strategy.

Sean Klimson is the Owner of Klimson Logistics Solutions (KLS), a third-party logistics (3PL) provider specializing in nationwide LTL and FTL trucking and transportation services. Under his leadership, KLS has earned a strong reputation for customer service while building a growing client base, particularly within the food, beverage, and CPG space. Sean has also built a strong personal brand, with over 21,000 LinkedIn followers, and is the creator of Together Talks, a platform that features more than 235 founders and industry leaders, sharing authentic stories and fostering meaningful connections within the entrepreneurial community. In this episode… Connection starts when people feel safe enough to tell the truth. In a world full of polished content and quick takes, what happens when the focus shifts back to real stories? For Sean Klimson, the answer is simple: sharing stories gives people a way to be seen, supported, and understood. Drawing from his experience creating a platform for founder conversations, Sean explains that the most powerful moments often come when people step back, reflect on where they started, and realize how far they've come. That kind of honesty does more than build content; it builds trust, community, and meaningful relationships. On this episode of the Firebelly Social Show, Duncan Alney talks with Sean Klimson, Owner of Klimson Logistics Solutions (KLS), about sharing authentic stories through Together Talks. They explore why founder stories matter, how safe conversations create connection, and why giving without expecting a return can lead to lasting relationships. Sean also shares advice on supporting others by speaking up, commenting, and making referrals.

Elizabeth Corbett is the President of Enterprise Sales at AE Global, a custom packaging design and supply chain solutions provider. With over two decades of experience, she has developed sustainable packaging solutions for prominent brands such as Starbucks, Tiffany & Co., and Estée Lauder. Specializing in the cannabis sector for the past eight years, Elizabeth is passionate about creating environmentally responsible and sustainable packaging solutions. David Mesa is the President of We Grow CPG, a boutique sales management agency offering elevated sales partnerships to the CPG industry. The agency's core expertise lies in helping emerging brands expand their distribution by building aggressive and strategic revenue plans from the seed stage to the late stage. Additionally, David is the Founder of 4T Mesa Consulting and serves as a Strategic Advisor at both TIG Brands and Pricklee. Patrick O'Sullivan is the CEO of Promise Gluten Free, a company dedicated to producing high-quality, great-tasting gluten-free baked goods for consumers worldwide. He brings over 30 years of global experience in the consumer goods industry, with expertise in food manufacturing, brand building, and sales across multiple continents. Under Patrick's leadership, Promise Gluten Free has expanded internationally, earning rave reviews and positioning itself to become the leading gluten-free bread brand in the US by 2029. 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. His commitment to environmental stewardship and quality has positioned the Clear Alaskan Glacial as a respected name in the fine water industry. In this episode… It becomes clear that the future of CPG isn't just about what's on the shelf — it's about the people behind the brands, the ideas shaping them, and the perspectives driving the industry forward. So what happens when community, creativity, and real-world insight come together in one place? At Expo West, packaging expert Elizabeth Corbett emphasizes the importance of thoughtful design and premium presentation in differentiating products, while also questioning overused trends such as protein fortification and GLP-1 positioning. Growth strategist David Mesa emphasizes a people-first approach, focusing on building strong relationships, supporting brands, and fostering community as a core driver of success. Patrick O'Sullivan, a leader in gluten-free innovation, stresses the importance of product quality, superior nutrition, and meeting real consumer needs to create loyal advocates. Meanwhile, marketing leader Jason Woodward points out the gap between hype and true product value, reinforcing that authentic sourcing and quality should lead brand storytelling. On this episode of the Firebelly Social Show, Duncan Alney is live from Expo West, talking with founders, marketers, and industry leaders who are shaping the next wave of CPG. From conversations about community building and brand growth to insights on emerging trends, product innovation, and what actually resonates with consumers, this episode captures the energy, ideas, and perspectives that are pushing the industry ahead.