#125: Michael Alfaro - The Master of Functional Foods at Master Foods Lab

Feb 14, 2024

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In Episode #125 of the PricePlow Podcast, Ben and Mike welcome Michael Alfaro, the founder and CEO of Master Foods Lab, a specialty contract manufacturer in the supplement industry that focuses on functional foods and high-protein snacks.

The focus of the podcast is on functional foods, specifically baked goods, which we delve into after a tour of the Master Foods facility and some flavor tastings. But first, we get into Michael’s business background, which started in CrossFit, and eventually learn why he’s called the “Head Rhino”.

This is a long episode, so we dive heavily into a lot of ingredient science. It will explain a lot of common questions that brands have when attempting to create a new functional food. For instance, Michael answers why you can’t just easily make a collagen protein bar that has 100% collagen protein.

Things also get spun when Michael asks Ben and Mike a question that takes the podcast into a different direction regarding the success of supplement businesses and the role of influencers.

It’s an all-around great episode, and more content will be coming out, so make sure you subscribe to PricePlow’s Master Foods Lab news alerts at the end so you don’t miss out on the other parts!

https://blog.priceplow.com/podcast/michael-alfaro-master-foods-lab-125

Video: Michael Alfaro of Master Foods Lab in Miami, FL

https://www.youtube.com/watch?v=LZ1tWGp4A7o

Detailed Show Notes: Michael Alfaro, Master Foods Lab

(0:00) – Introductions
(9:30) – Transition to functional foods
(16:30) – The launch of Master Foods Lab
(25:30) – Manufacturing challenges
(36:45) – Innovation as a core driver
(43:15) – Experimentation and brand alignment
(49:30) – Ingredient science
(58:30) – Ethics and liability in food manufacturing
(1:03:30) – A forward-looking approach to functional foods
(1:13:45) – Trends
(1:19:15) – Collagen and plant-based alternatives
(1:24:15) – Research and development
(1:30:15) – Testing, uniqueness, and brand protection
(1:38:45) – Betting on brands
(1:49:30) – The influence of TikTok
(1:59:45) – Engaging content
(2:10:00) – Elements of brand success
(2:20:45) – Wrap Up

Where to Follow Michael and Master Foods Lab

Michael Alfaro on Instagram: @HeadRhino
Michael Alfaro on LinkedIn
Master Foods Lab Website: https://masterfoodslab.com/
Master Foods Lab on Instagram: @MasterFoodsLab

And of course, sign up for Master Foods Lab news alerts on PricePlow – we have a whole lot more coming, including a plant tour, tasting panel, rapid-fire Q&A series, and a cool product ideation and creation session in the lab!

And if anyone wants some support making functional foods, hit us up for unique ideas — we’ll give our opinions and help you beta-test.

Thanks to Michael for having us, this trip was a total blast!

As always, subscribe to the…