What does it take to grow a legacy brand, stay profitable, and keep your people thriving—without ever issuing a single layoff?
In a recent episode of The Conscious Capitalists podcast, hosts Timothy Henry and Raj Sisodia sat down with Melanie Dulbecco, CEO of Torani, to explore exactly that.
Under Melanie’s leadership, Torani transformed from an 8-person, family-run syrup company into a $500M global brand—all while maintaining a culture rooted in purpose, trust, and shared success. For CEOs looking to scale responsibly and lead consciously, her story offers a masterclass in values-driven growth.
Here are key takeaways from their conversation:
1. Growth Begins With People—Not Just Strategy
Torani has averaged 20% growth for over three decades. But according to Melanie, the real engine behind that growth is not just business strategy—it’s investing in people. From frontline factory workers to executive leaders, every team member is treated as a contributor to the company’s evolution.
She mentions that they look at financials as the trailing indicator of success. The leading indicator is how much their team is learning, growing, and developing.
2. Contribution Management: A New Model for Performance and Development
Tired of rigid, top-down performance reviews, Melanie introduced contribution management. The process reframes team members as active contributors, not passive employees. Managers become coaches, not evaluators.
Each conversation covers:
- Individual goals and alignment
- Real-time feedback and shared accountability
- A significant focus on personal and professional development
It’s a simple yet transformative shift that promotes autonomy, trust, and mutual respect and allows employees to feel seen and their opinions respected.
3. Values Aren’t Just Posters—They’re Operational Tools
Torani’s core values are foundational to the very core of the business. They’re used to hire, promote, resolve conflict, and even onboard new team members (a process Melanie personally leads). This level of consistency has helped the company navigate everything from recessions to hypergrowth without compromising its culture.
4. Scaling Conscious Leadership Through Growth Milestones
Melanie emphasized that conscious leadership isn’t static—it must evolve. At every major growth milestone ($50M, $100M, $250M, etc.), she had to reinvent her leadership style and bring in new voices to help scale culture, systems, and strategy.
For other CEOs, the message is clear: You can’t scale your business without scaling your own thinking.
5. Retention as a Strategic Advantage
With U.S. manufacturing turnover rates averaging 19–29%, Torani’s people-first model is a strategic edge. They’ve created a culture where frontline team members are paid above-market wages, given development opportunities, and—soon—offered ownership in the company.
Melanie calls this a “mindful investment” in people, rather than a passive acceptance of churn.
For CEOs navigating complex growth, cultural pressures, and post-pandemic workplace shifts, this episode is a timely reminder that scaling up doesn’t mean selling out.
Instead, conscious leadership—when done with consistency and intention—can fuel growth that’s both sustainable and soul-affirming.
🎧 Listen to the full episode of The Conscious Capitalists featuring Melanie Dulbecco here → https://go.consciouscapitalism.org/podcast/melanie-dulbecco