Food is a difficult category to make a dent in for the simple reason that it is cluttered. Not only are there a lot of players, but a lot of them are also saying fairly similar things. In such a cluttered category with undifferentiated messaging, it is really tough to break out of the pack and build a strong brand.  And yet that’s what a 28-month-old brand is on the way to achieve. It's breaking traditional brand building methods while crafting a strong brand building playbook for the modern era.   On this episode, The Whole Truth Foods’ founder, Shashank Mehta, describes the origins of the company’s purpose, his approach to branding, and the pros and cons of being the voice of the brand.