Scaling with Soul Part 2: 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 2 of this $100M Blueprint episode, hosts Jonathan Ferrari and Neil Cuggy continue their deep-dive conversation with Genevieve Brousseau Provencher, CEO of Dose Juice. Genevieve opens up about the realities of scaling a brand while raising a family, offering honest, tactical advice for entrepreneurs aiming to grow with intention. From perfecting distribution channels to mastering velocity metrics and building a flexible team culture, she shares how sustainable success stems from focus, discipline, and adaptability. This episode is a must-listen for founders navigating growth, parenthood, and the pursuit of $100M—all with a touch of quantum physics inspiration.

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 2 of this $100M Blueprint episode, hosts Jonathan Ferrari and Neil Cuggy continue their deep-dive conversation with Genevieve Brousseau Provencher, CEO of Dose Juice. Genevieve opens up about the realities of scaling a brand while raising a family, offering honest, tactical advice for entrepreneurs aiming to grow with intention. From perfecting distribution channels to mastering velocity metrics and building a flexible team culture, she shares how sustainable success stems from focus, discipline, and adaptability. This episode is a must-listen for founders navigating growth, parenthood, and the pursuit of $100M—all with a touch of quantum physics inspiration.

What you will learn:

How to master distribution channels by perfecting one before expanding to others
The critical importance of velocity metrics in retail success and sustainable growth
Why gross margins and understanding key business levers drive sustainable scaling
How to transition company culture to support work-life harmony
The "Year View" approach to balancing entrepreneurship and family life effectively
Why diversifying your team leads to better productivity and culture
How to maximize productivity by focusing on high-impact activities
The importance of understanding and tracking specific KPIs
Why a relentless focus on core metrics matters more than chasing rapid expansion

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.