Innovation is when novelty meets tradition – video

Sam Kressler, owner, Stir Innovation, previews his upcoming SupplySide West/FiNA presentation that will cover revolutionizing the natural food and beverage industry with thoughtful products. In this video, he chats with Sandy Almendarez, vice president of content, SupplySide, about what to expect.

Sandy Almendarez, VP of Content

October 19, 2022

Innovation must be shroud in familiarity, so a consumer doesn’t have take a huge leap to try a product. Sam Kressler, owner, Stir Innovation, who offers product development and innovation consulting, coaches his clients to either offer a new concept with familiar flavors or use unfamiliar flavors with a new concept. Think of Udi’s Sweet Potato Crust Barbecue Style Chicken Pizza or Cappello’s almond flour pasta (both companies are Stir Innovation clients).

In this video interview with Sandy Almendarez, vice president of content, SupplySide, Kressler digs into how he works with brands to bring innovation to the forefront.

They also discuss:

  • The top three questions Kressler asks all his clients

  • How a hypnosis session led to Kressler entering the natural products industry.

  • The strength of the natural product community, as Kressler puts it, “This is industry is awesome, and it’s full of people I want to hang out with.”

This video was recorded onsite at Natural Products Expo East in Philadelphia.

Kressler will be presenting more about innovation in natural foods and beverages at the SupplySide West/Food ingredients North America session “Basics of food & beverage product development,” on Thursday, Nov. 3, 9-11 a.m. Click here to register. This session is underwritten by Shanghai Freemen and Ottera.

About the Author(s)

Sandy Almendarez

VP of Content, Informa


• Well-known subject matter expert within the health & nutrition industry with more than 15 years’ experience reporting on natural products.

• She cares a lot about how healthy products are made, where their ingredients are sourced and how they affect human health.

• She knows that it’s the people behind the businesses — their motivations, feelings and emotions — drive industry growth, so that’s where she looks for content opportunities.

Sandy Almendarez is VP of Content for SupplySide and an award-winning journalist. She oversees the editorial and content marketing teams for the B2B media brands Natural Products Insider and Food and Beverage Insider, the education programming for the health and nutrition trade shows SupplySide East and SupplySide West, and community engagement across the SupplySide portfolio. She is a seasoned content strategist with a passion for health, good nutrition, sustainability and inclusion. With over 15 years of experience in the health and nutrition industry, Sandy brings a wealth of knowledge to her role as a content-focused business leader. With specialization in topics ranging from product development to content engagement, creative marketing and c-suite decision making, her work is known for its engaging style and its relevance for business leaders in the health and nutrition industry.

In her free time, Sandy loves running, drinking hot tea and watching her two kids grow up. She brews her own “Sandbucha” homemade kombucha; she’s happy to share if you’re ever in Phoenix!


Speaker credentials

Resides in

  • Phoenix, AZ


  • Arizona State University


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