Building a business carries plenty of risk – but one of them shouldn’t be wondering, when it’s finally time to sell, whether all that hard work is about to implode.

Morgan Zanotti, the co-founder of condiment company Primal Kitchen, didn’t want to see that happen, even when the company became a symbol of entrepreneurial success when it sold to Kraft Heinz for $200 million less than four years after its founding.

Zanotti, who stayed on board and led the business for another five years after its sale to Kraft, will take the main stage this year at Nosh Live 2025, taking place Dec. 4-5 in Marina del Rey, Calif., to share her insights on how to both build a brand that’s both successful and meaningful enough to sell to a strategic – and how to negotiate the deal to make sure the business, brand, and team remain intact.

As she moves on to launch sparkling protein water brand Waay, Zanotti will remain an advisor to Primal Kitchen, which has maintained the majority of its original team in the years since it sold to Kraft Heinz.

During this conversation, Zanotti will detail Primal Kitchen’s origins and growth, and discuss how even as a relatively new brand, the company had been built to maintain “invisible fences” between the company and its acquirer. She’ll explain how she was able to work with company executives while maintaining a hard stance on brand values, and will share insights from the negotiation process that now, five years later, have proven to be fruitful for both parties: even as Kraft Heinz faces a breakup, Primal remains a bright spot within the conglomerate’s portfolio.

This will be an essential case study for any business operators planning for the longevity of their brand – and will shine light into one of the most successful food industry deals in recent years.

Early registration pricing ends this Friday (Oct. 24)!

Register for Nosh Live 2025 >>

About Nosh Live

Nosh Live, taking place December 4–5, 2025, in Marina del Rey, CA, is the flagship CPG food event from BevNET CPG Media. Known for its highly curated programming and loyal community, Nosh Live brings together founders, investors, buyers, and service providers in a setting that sparks real partnerships and lasting momentum for food brands.

Attendees consistently describe Nosh Live as “unlike any other conference… the intimate setting gives you the chance to truly connect” and as “hands down the best event I’ve attended for both learning and networking.” It’s an event where sampling reveals what’s coming down the pipeline, conversations with industry leaders feel authentic, and connections with investors, retailers, and influencers translate directly into collaboration and growth.