Whole Foods Market: Beyond The Board

Becca Millstein, co-founder and CEO of Fishwife, joins Whole Foods Market CMMO Sonya Gafsi Oblisk on how she disrupted the tin fish aisle.
We cover:
How tapas bars in Spain and a pandemic-era light bulb moment led to the fastest-growing premium tinned fish brand in America
The story behind the name "Fishwife" and the iconic illustrated packaging
Sardine girl summer, Kitchen Couture, and how Fishwife breathed new life into the category
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At a Glance:
0:08 – What is Fishwife?
1:30 – From tapas bars in Spain to a pandemic light bulb moment
9:40 – The name "Fishwife" and reclaiming brash
11:10 – Building the brand with illustrator Danny Miller
14:30 – Sardine girl summer and the tin fish trend cycle
18:50 – Sourcing standards: building a supply chain with Whole Foods
27:00 – Innovation, collabs, and doing two brand partnerships a month
33:00 – The Whole Foods x Fishwife tote bags – designed in 24 hours
39:50 – Lightning Round

Jay Shetty – bestselling author, award-winning host of the On Purpose podcast, and co-founder of Juni adaptogenic sparkling tea – joins host Jason Buechel, Whole Foods Market CEO, for a special live episode.
Jay shares the unlikely path from stocking grocery shelves in London to living as a monk for three years – and why he believes the cure for burnout isn't slowing down, it's reconnecting with purpose. From a practical framework for staying grounded to the childhood memory of sharing tea with his mom that inspired Juni, this conversation unpacks what it means to build a brand rooted in presence and connection.
Enjoyed this episode? Follow Beyond the Board for conversations with the founders, innovators, and thought leaders shaping the future of food – and the stories behind the brands you love.
At a Glance:
1:20 – From grocery store shelves to monk life
5:09 – Three years as a monk: what Jay learned about the mind-body connection
8:00 – Ancient wisdom meets modern science
18:00 – The role of purpose at work (and the Yale study that proves it)
24:00 – TIME: A four-part framework for well-being
30:33 – How food became central to Jay's wellness journey
33:00 – The origin story of Juni: a mother-son tea tradition
35:41 – Building a brand with his wife (and being her guinea pig)
40:50 – Why Whole Foods Market was always the dream
45:51 – Lightning Round

Whole Foods Market CEO Jason Buechel sits with, David Chang, chef and founder of Momofuku Goods, who shares his hacks to making home cooking easy. We also discuss:
Despite being a successful chef, David's kids remain his toughest critics.
David's personal journey becoming a home chef in the pandemic helping to influence Momofuku Goods.
David's life as a young chef in New York.
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In this episode of Beyond the Board, host Sonya Gafsi Oblisk sits down with Rosa Li, founder of wildwonder, to explore how her grandmother's healing tonics — rooted in centuries of traditional Chinese herbal wisdom — inspired her to create one of the fastest-growing functional beverage brands in the country. Rosa shares the deeply personal story of growing up in her grandmother's kitchen in Beijing, where simmering herbs and handcrafted remedies were the answer to everything from digestive health to glowing skin, and how that heritage became the foundation for a brand that bridges two worlds: Eastern herbal wisdom and California's vibrant produce stand culture.
From launching at the height of COVID to landing on Whole Foods Market shelves and appearing on Shark Tank, Rosa opens up about the grit it took to build wildwonder from the ground up. She shares why she refuses to give up taste for health, how she's putting a modern twist on ancient wisdom with flavors like Raspberry Lychee and Pink Pomelo Limeade, and the emotional moment her dad started volunteering to stock wildwonder on Whole Foods shelves in Indiana, proudly telling store managers it was his daughter's product.

In this episode, we're sitting down with Laura Modi, co-founder, CEO, and mother of four, who left a career at Airbnb to revolutionize the infant formula industry with Bobbie. In this deeply personal conversation, Laura shares the late-night pharmacy run that changed everything, why she built a formula that meets European nutritional standards with domestically sourced organic ingredients, and what it means to finally see her "baby" on Whole Foods Market shelves.
From navigating the 2022 formula shortage to launching at Whole Foods Market, Laura's story is one of grit, gut instinct, and an unwavering commitment to feeding the next generation better. She opens up about the stigma surrounding formula feeding, pitching investors while pregnant and why motherhood and founding a company aren't all that different.