Scaling with Soul Part 1: Building a Purpose-Driven Brand That Wins with Genevieve Brousseau Provencher

Welcome to the $100M Blueprint, your go-to podcast for real-world business lessons and entrepreneurial insights. Hosted by Goodfood founders Jonathan Ferrari and Neil Cuggy, it offers behind-the-scenes stories of scaling their company to $150M and beyond. Each episode features candid conversations with top entrepreneurs who’ve built $100M+ companies, delivering honest advice, leadership strategies, and hard-learned lessons for ambitious business owners. In part one of a two-part episode of $100M Blueprint, hosts Jonathan Ferrari and Neil Cuggy sit down with Genevieve Brousseau Provencher, co-founder and CEO of Dose Juice, for a deep dive into scaling a mission-driven brand without compromising authenticity. From humble beginnings in her kitchen to building a nationally recognized wellness brand, Genevieve shares raw stories of sacrifice, resilience, and growth. She reveals key lessons on profitability, product focus, and navigating market expansion while staying true to her values. A must-listen for entrepreneurs looking to balance purpose with performance in the high-stakes world of scaling a modern CPG brand.

Welcome to the $100M Blueprint, your go-to podcast for real-world business lessons and entrepreneurial insights. Hosted by Goodfood founders Jonathan Ferrari and Neil Cuggy, it offers behind-the-scenes stories of scaling their company to $150M and beyond. Each episode features candid conversations with top entrepreneurs who’ve built $100M+ companies, delivering honest advice, leadership strategies, and hard-learned lessons for ambitious business owners.

In part one of a two-part episode of $100M Blueprint, hosts Jonathan Ferrari and Neil Cuggy sit down with Genevieve Brousseau Provencher, co-founder and CEO of Dose Juice, for a deep dive into scaling a mission-driven brand without compromising authenticity. From humble beginnings in her kitchen to building a nationally recognized wellness brand, Genevieve shares raw stories of sacrifice, resilience, and growth. She reveals key lessons on profitability, product focus, and navigating market expansion while staying true to her values. A must-listen for entrepreneurs looking to balance purpose with performance in the high-stakes world of scaling a modern CPG brand.

What you will learn:

How to embrace entrepreneurial pain as a sign of growth rather than failure
Why focusing on one key metric (EBITDA margin) can drive better decision-making
The power of minimal viable products in discovering unexpected growth opportunities
How to balance profitability with maintaining product quality and brand values
Why retail and D2C strategies should complement rather than compete
The "Less is More" principle for achieving sustainable growth through product focus
The importance of supply chain optimization
How to transition from startup survival mode to sustainable business leadership

Genevieve Brousseau Provencher is the co-founder and CEO of Dose Juice, a leading Canadian cold-pressed juice and wellness shot brand that has successfully expanded into the US market. With a background in finance, she transformed a small Montreal operation into a thriving beverage manufacturing company with 51 employees across two production facilities. Under her leadership, Dose has evolved from a direct-to-consumer juice company into a profitable omnichannel brand, mainly known for their high-quality wellness shots featuring premium organic ingredients sourced directly from global suppliers.