This week on the Gooder Podcast I had the pleasure of talking with Danielle Laubenstein, The Director of Global Marketing for Mauna Loa. Danielle is overseeing the future and legacy of the company's direction into becoming Hawaii's wellness brand. She believes product development and holistic marketing looks at beauty as a combination of qualities of paradise, creating brand culture and products that empower the mind, nourishes the body, spirit, and evokes emotional health. Join us as we take a deep dive into the health and wellness industry and explore how brands should strive to serve their customers with healthy products.
“If you're Hawaii brand, then you're a brand from Hawaii.” -Danielle Laubenstein
In this episode we learn:
- About creating a brand community and how to make it be authentic.
- The difference between a Hawaiian brand and a Hawaii brand or Hawaii owned brand.
- How Mauna Loa is leading the naturals industry in staying true to its purpose of caring for everyone's needs.
- The concept of giving back and social responsibility or reciprocal responsibilities, where that comes from, and how it affects Danielle’s leadership style.
- About how Danielle is mentoring women, especially women of color, and why it’s important for her.
- What the word Kuleana means and the importance it has within the Hawaiian culture.
About Danielle Laubenstein:
Danielle has worked in CPG Health and Wellness, as well as in the global travel luxury confectionery space for over a decade for companies such as Chocolove, Godiva and DFS.
Guests Social Media Links:
LinkedIn:https://www.linkedin.com/in/daniellelaubenstein/
Website: https://www.maunaloa.com/
Show Resources:
Chocolove is a chocolate manufacturer with headquarters and a manufacturing facility in Boulder, Colorado, founded in 1995 by entrepreneur Timothy Moley. The company produces all- natural and organic chocolate bars. Chocolove imports chocolate and cocoa butter from Belgium to produce its chocolate.
Godiva Chocolatier is a Turkish-owned chocolate maker that is jointly owned by Turkish conglomerate Yıldız Holding and MBK Partners. Founded in 1926, it was purchased by the Turkish Yıldız Holding in November 2007; then MBK Partners bought a stake in 2019.
DFS Group is part of the world’s largest luxury conglomerate, Moet Hennessy Louis Vuitton (LVMH), and a pioneer in luxury travel retail.
Hawaiian Host is the original chocolate-covered macadamia. Hawaiian Host is also the largest manufacturer of chocolate-covered macadamias in the world, as millions of boxes of our treats are shared all over the globe.
The Hershey Company, commonly known as Hershey's, is an American multinational company and one of the largest chocolate manufacturers in the world.
Project Potluck is a professional community founded by People of Color with a singular mission: to help people of color build successful companies and careers.
Lei Day is a state-wide celebration in Hawaii. The celebration begins in the morning of May first every year and continues into the next day. Lei day was established as a holiday in 1929. Each Hawaiian island has a different type of lei for its people to wear in the celebration.
Siete is a Mexican-American food brand, rooted in family that makes delicious grain-free products.
Books Mentioned:
The Hero with a Thousand Faces by Joseph Campbell
The Paleo Solution by Robb Wolf
Learning to Love Good Fats featuring Suzie Yorke, Love Good Fats
Chocolate for Change featuring Jean Joyce Thompson, Seattle Chocolate Company
Coming Together to Create Change featuring Seleyn DeYarus, Regenerative Rising
Empowering Women Entrepreneurs featuring Natasha Case, Coolhaus & The Urgent Company
Honest, Elevated, Better-For-You Booze featuring Alexi Cashen, Elenteny Imports and St. Hildie’s Spiked Tincture Tonics
Healthier Food for the Masses featuring Erin Baker, Erin Baker’s Wholesome Baked Goods
Empowering Women Presenters featuring Andrea Heuston
The Radically Fun and Environmentally Friendly Water Brand featuring Amy Friedlander Hoffman
A Year in Review
From Commodity Ingredient to Millennial Brand featuring Amanda Sains
Kombucha Like You’ve Never Seen featuring Holly Lyman
Natural Flavoring — The Real Deal featuring Maria Littlefield
Re-Think Your Energy Drink featuring Kristin Schroeder
Innovation Comes From You — Not Your Degree featuring Fumi James (Watanabe)
Eliminating Food Waste With Delicious Products featuring Jenny Costa
Chasin’ Better-For-You Dreams featuring Sydney Chasin
Investing From Soil to Shelf featuring Robyn O’Brien
Whole Food Nutrition for Long-Term Cognitive Health featuring Erika Lepczyk
Food for a Bigger Cause featuring Regina Anderson
Using Your Passion to Drive Your Company’s Mission featuring Liz Myslik
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