Sage Against the Machine
Sage Against the Machine is a podcast for people who crave honest, unfiltered conversations. Hosted by Joseph Heraldo (a Certified EOS Implementer and Master PQ Coach); It’s a space where real stories and raw insights challenge the status quo, not with noise, but with vulnerability and deep listening.
This isn’t about performance. It’s about connection. Each episode offers a candid look at what it means to grow, lead, and live with intention. No fluff. Just real people, real talk, and the kind of dialogue that makes a difference.
Sage Against the Machine
05 - Vision in a Bag: How Cedar Valley went national by saying "No."
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Ameen Fadel started Cedar Valley with $3,000 and a bottle of his mom’s legendary fattoush dressing. What began as a side hustle in high school has since evolved into a fast-growing national brand; and not by accident.
In this episode, Joe and Ameen dive into the mindset shifts, family dynamics, and gut-check moments that led to Cedar Valley’s pivot from salad dressings to pita chip dominance.
They explore what it means to scale with focus, why comparison is the thief of joy, and how Ameen’s partnership with his mom (both in business and in values) is the secret ingredient behind their success. Whether you're a founder, a dreamer, or someone in the middle of a tough decision, this is the kind of conversation that gets under the surface.
