Season 10 of Forktales explored what it takes to build brands that last in a rapidly evolving food and beverage industry. From functional wellness drinks and dairy marketing to restaurant leadership, bold rebranding and Super Bowl creativity, this season’s guests shared lessons on innovation, resilience and the power of understanding consumers.
Pete Olander opened the season with a look at the booming functional beverage space and the rise of sober-curious consumers. Jenny Mehlman explored dairy’s resurgence and why authenticity and everyday moments drive lasting brand connections. Mike DiBeneditto shared the thinking behind Golden Waffles’ bold rebrand and the importance of clarity over tradition.
Madelyn Alfano reflected on five decades of restaurant leadership, servant leadership and hospitality rooted in respect, while Chuck Meehan closed the season with a behind-the-scenes look at Super Bowl advertising, big creative ideas and the relentless pursuit of breakthrough work.
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Forktales is a podcast and video series that feeds the food, beverage, restaurant, and hospitality industries with insights, innovations, and incredibly entertaining stories. Each episode we interview the industry's leaders from veterans to the up and comers, to get a glimpse of trends, trials, tribulations, and more.
Season 10 highlights
Season 10 of Forktales explored what it takes to build brands that last in a rapidly evolving food and beverage industry. From functional wellness drinks and dairy marketing to restaurant leadership, bold rebranding and Super Bowl creativity, this season’s guests shared lessons on innovation, resilience and the power of understanding consumers.
Pete Olander opened the season with a look at the booming functional beverage space and the rise of sober-curious consumers. Jenny Mehlman explored dairy’s resurgence and why authenticity and everyday moments drive lasting brand connections. Mike DiBeneditto shared the thinking behind Golden Waffles’ bold rebrand and the importance of clarity over tradition.
Madelyn Alfano reflected on five decades of restaurant leadership, servant leadership and hospitality rooted in respect, while Chuck Meehan closed the season with a behind-the-scenes look at Super Bowl advertising, big creative ideas and the relentless pursuit of breakthrough work.
Pete Olander – Founder of Happie and innovator in cannabis and functional wellness beverages
From J.P. Morgan to mushroom and cannabis beverages, Pete Olander has taken an unconventional path into one of the fastest-growing spaces in food and beverage. As founder of Happie, Olander has built a vertically integrated wellness beverage company focused on hemp-derived THC drinks and functional mushroom products designed to offer consumers approachable alternatives to alcohol and traditional energy drinks.
In this episode of Forktales, Pete discusses the realities of bootstrapping a cannabis brand, the growing sober-curious movement among younger consumers, and why functional ingredients like lion’s mane and cordyceps are reshaping the beverage industry. He also shares insights on branding, consumer trust and navigating the complex regulations surrounding cannabis beverages.
Jenny Mehlman – Dairy marketing leader and champion of all things cheese and butter
In a category everyone thinks they understand (like dairy and cheese), the real challenge isn’t the product, it’s staying relevant. Jenny Mehlman is Senior Marketing Director at Dairy Farmers of America, a farmer-owned cooperative representing more than 9,500 dairy farmers, bringing a sharp perspective on marketing dairy aisle staples.
In this episode of Forktales, Jenny explores dairy’s resurgence, the role of storytelling in earning attention and why small, everyday moments drive connection. She also shares how authenticity builds trust and how DFA’s farmer-owned model shapes a more long-term approach to innovation.
Mike DiBeneditto – CEO of Golden Waffles and Champion of Bold Brand Reinvention
A nearly century-old brand doesn’t change its name without a clear sense of purpose. Mike DiBeneditto, CEO of Golden Waffles, leads one of the most recognizable waffle programs in foodservice, with distribution in more than 50,000 locations worldwide.
In this episode of Forktales, Mike explains the decision to rebrand from Golden Malted to Golden Waffles and why clarity trumped tradition. He discusses the importance of relentless internal communication, honoring company heritage during change and staying grounded when evaluating trends.
Madelyn Alfano – Restaurateur, hospitality leader and steward of Italian comfort food
Great food lasts, but great hospitality endures. Madelyn Alfano is CEO and owner of Maria’s Italian Kitchen and a lifelong restaurant operator shaped by growing up in her family’s Italian grocery and food business. With more than five decades of brand history behind her, she brings deep expertise in operations, leadership and building community-driven restaurants that stand the test of time.
In this episode of Forktales, Madelyn shares how Maria’s grew from a small takeout kitchen into a multi-location Southern California institution, lessons learned from leading through crises like the Northridge earthquake, and why clear communication and servant leadership matter more than ever.
Chuck Meehan – Super Bowl creative veteran and champion of big ideas
Great creative doesn’t start with execution, it starts with a point of view. Chuck Meehan is Chief Creative Officer of Pavone Group and a veteran creative leader with decades of experience building bold, culture-shaping work for some of the world’s most recognizable brands. A four-time Super Bowl creative, Chuck has a reputation for ideas that break through pressure, complexity and noise.
In this episode of Forktales, Chuck pulls back the curtain on what defines a truly “big idea,” why the Super Bowl is both the most exhilarating and punishing creative arena in advertising, and how protecting an idea is often harder than coming up with it.
