What separates an interesting product from a brand with genuine staying power?
For entrepreneur and business builder Jason Scher, the answer begins with a clear purpose: create something people genuinely love and need, then build win-win partnerships around it.
Jason joins Kate Save and Tobi Skovron on the Hear Me ROAR Podcast for a direct conversation about entrepreneurship, product innovation, people, partnerships and the hard work required to turn an ambitious idea into a scalable business.
As CEO of Brand Hub, Jason operates at the intersection of product development, brand storytelling, distribution and market expansion. His career includes growing Orange and Green into a leading Australian supplier of private-label products, disrupting established categories while leading the Kruger ANZ business, and creating and successfully exiting Voost.
Today, he is helping build the next generation of distinctive food and wellness businesses through Brand Hub, including Destination Italy, Potato Utopia and TUMME.
From a Great Product Idea to a Scalable Brand
Plenty of businesses can create a product. Far fewer can create a brand that earns attention, builds trust and continues growing.
Jason’s experience shows that scale is rarely driven by one clever idea. It comes from aligning several critical parts of the business:
- A product that solves a real consumer need
- A brand story people can understand and remember
- Strong operational and quality systems
- Distribution capable of meeting demand
- Retail partnerships built around shared value
- A team equipped to execute consistently
It is similar to building a championship team. Talent can win a moment, but structure, trust and consistent execution win the season.
For founders, the lesson is clear. Product development cannot operate in isolation. The product, positioning, customer, commercial model and route to market must reinforce each other.
What Jason Scher Has Learned From Building Consumer Brands
Jason has worked across private-label products, large-scale FMCG operations, retail partnerships and founder-led ventures. That breadth gives him a practical view of what makes a brand commercially viable.
At Orange and Green, he helped grow a business that became a significant supplier of private-label products in Australia. During his time leading Kruger ANZ, Jason built powerful partnerships and helped challenge established category expectations.
His work with Voost demonstrated the full entrepreneurial journey. The brand moved from product concept and development through branding, distribution and growth before reaching a successful exit.
That experience matters because every growth stage demands something different from a leader.
Early-stage businesses need conviction, speed and resourcefulness. Growth-stage companies require repeatable systems, sharper commercial discipline and the ability to recruit people who can carry the vision forward. A successful exit requires the business to hold value beyond the founder alone.
Brand Hub: Turning Vision Into Execution
Founded in Melbourne in 2023, Brand Hub brings together experienced FMCG professionals across product development, operations, sales, marketing, quality assurance, finance, and people and culture.
Its role is to close the gap between a promising idea and a brand that can perform in the real world.
That means supporting the full commercial journey, from developing and positioning a product to building the infrastructure, retail relationships and operational capability needed to scale it.
Brand Hub’s portfolio currently includes:
Destination Italy
Destination Italy brings authentic Italian pizza, pasta and gelato into Australian homes. The brand is built around convenience without losing the sense of experience and provenance that makes Italian food distinctive.
Potato Utopia
Potato Utopia creates convenient, premium potato products, including gratins and duck-fat roast potatoes, designed to elevate everyday meals without adding unnecessary complexity.
TUMME
TUMME is a wellness brand centred on natural Sterculia fibre in a convenient capsule format. It reflects Brand Hub’s broader ambition to build products around genuine consumer needs while supporting them with disciplined quality and compliance systems.
Across each business, the strategic principle remains consistent: find a meaningful market opportunity, create a distinctive proposition and execute with enough discipline to earn repeat demand.
Why People Are the Real Competitive Advantage
While product innovation is central to Jason’s work, he believes the real magic in any business lies with its people.
Ideas can be copied. Features can be matched. Competitors can enter a category quickly. A strong team, however, creates an advantage that is much harder to reproduce.
The best teams do more than complete tasks. They identify problems early, challenge assumptions, protect standards and find better ways forward. They turn a founder’s ambition into daily action.
For Jason, investing in good people means giving them support, trust, accountability and a clear understanding of the mission. It also means building partnerships in which every stakeholder can win, rather than chasing one-sided outcomes that rarely last.
Four Values That Shape Jason’s Leadership
Jason’s approach to business is grounded in four direct values:
Keep It Real
Clear communication and commercial honesty create stronger decisions. Leaders need the truth about what is working, what is not and what the business requires next.
Can Do, Will Do
Ambition only matters when it is matched by ownership. This value reflects a bias towards action, follow-through and finding a path through challenges.
Stronger Together
Sustainable businesses are built through alignment. Colleagues, retailers, suppliers, investors and other stakeholders perform better when success is shared.
Raise the Bar
Growth requires standards to keep moving. What built the business yesterday may not be enough for its next chapter. Strong teams remain curious, improve the details and refuse to become comfortable with average.
Together, these principles provide a useful operating system for founders and leaders. They are simple enough to remember and demanding enough to shape behaviour.
The Power of Retail and Distribution Partnerships
A strong product does not create impact if customers cannot find it.
For food, wellness and FMCG brands, distribution is not simply a back-end function. It is a central part of the growth strategy. Founders must understand where their customers shop, how retailers assess opportunities, what margins make a partnership viable and how the product will stand out in a crowded category.
Jason’s focus on win-win partnerships is especially relevant here. The strongest can be ambitious while still solving a real problem for its retail partners. The best relationships align consumer demand, retailer value and the brand’s long-term economics.
This is where sharp execution separates brands that briefly attract attention from those that build repeatable growth.
Building a Business Without Losing What Matters
Jason’s life is not measured only through companies, categories and exits.
His number one priority is his three children. When he is not working on brands or meeting fellow business leaders over coffee, he is often driving between football, basketball, netball and soccer.
That reality gives the conversation another layer. Entrepreneurship can demand enormous energy, but success means little if the people closest to you receive whatever is left over.
The challenge is not finding a perfect balance every day. It is remaining clear about the scoreboard that matters across a lifetime.
Key Lessons for Founders and Business Leaders
Jason Scher’s journey offers several practical lessons for anyone building a company or consumer brand:
- Start with a genuine need. A brand is stronger when its product earns a place in the customer’s life.
- Build the commercial pathway early. Product, positioning, pricing, distribution and retail strategy must work together.
- Create value for every stakeholder. Sustainable partnerships outperform short-term wins.
- Invest in great people. The team turns the idea into a business capable of scaling.
- Make values operational. Values matter when they influence decisions, standards and behaviour.
- Prepare the business to grow beyond the founder. Repeatable systems and capable leaders create enterprise value.
- Keep raising the standard. Strong businesses continue evolving even when the current model is working.
Listen to Jason Scher on the Hear Me ROAR Podcast
This episode is for founders, operators, brand builders and business leaders who want an honest look at how consumer businesses are created, scaled and strengthened.
Kate Save and Tobi Skovron speak with Jason about the thinking behind great products, the partnerships required to reach the market, the people who make growth possible and the lessons that only come from building businesses in the real world.
Watch or listen to the full episode of the Hear Me ROAR Podcast and discover how Jason approaches brand building, leadership and creating businesses with global potential.
FAQs
Who is Jason Scher?
Jason Scher is an Australian entrepreneur, business builder and the CEO of Brand Hub. His experience spans product innovation, private-label supply, FMCG, retail partnerships, brand development and domestic and international market expansion.
What is Brand Hub?
Brand Hub is a Melbourne-based team of FMCG professionals that builds and supports distinctive food and wellness brands. Its capabilities include operations, sales, marketing, quality assurance, finance, and people and culture.
Which brands is Jason Scher currently building?
Jason is currently focused on Destination Italy, Potato Utopia and TUMME through Brand Hub.
What business did Jason Scher successfully exit?
Jason created and successfully exited Voost, demonstrating his ability to take a consumer product from development and branding through distribution, growth and commercial success.
What are Jason Scher’s business values?
Jason’s four core business values are Keep It Real, Can Do Will Do, Stronger Together and Raise the Bar.
What does Jason believe makes a business successful?
Jason believes people are the real magic inside a business. He focuses on investing in strong teams, supporting colleagues and building win-win relationships with partners and stakeholders.
Get ready to ROAR, Enjoy the Pod 🎧