I recently went one-on-one with Jason Bronstad, CEO of MALK.
Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks, or challenges have been most instrumental to your growth?
Jason: It’s a long journey, but I grew up in Texas and studied finance in school. I thought my path was headed for a career in investment banking, but pretty early on, I realized that wasn’t the path for me. I found myself pulled into the CPG world, with a journey that included Sara Lee, Mike’s Hard Lemonade, to startups and major frozen brands. These roles were seeded in sales backgrounds but found a passion for leadership and gaining experience across operations and marketing responsibilities. This diverse journey then led to the opportunity here at MALK Organics.
What’s interesting is that my personal health journey really started around the same time I joined MALK. I have two incredible kids – a daughter and a son- and there was a point where I realized I wasn’t really showing up for them the way I wanted to. I wasn’t prioritizing my health. I wasn’t working out or paying attention to what I was eating, and it hit me: if I wanted to teach my kids what it means to take care of yourself, I had to actually live that for myself.
That was a turning point. I committed to making serious changes. Once I made that shift, it changed everything. Being a parent who’s actively working to lead by example has been one of the most powerful and meaningful changes in my life.
I have now been with MALK approaching 5 years. It is a brand that I am proud to lead. MALK is known for its clean-label, organic plant-based milks, but it goes beyond that. We’ve always been committed to doing things the right way and being completely transparent about our ingredients and our purpose and that kind of authenticity matters more than ever. It’s at the core of who we are and everything we do.
Adam: In your experience, what are the key steps to growing and scaling your business?
Jason: One of the biggest lessons we’ve learned while growing the business is the importance of having the right people in the right roles—and then trusting them to do what they do best. When you have a team that believes in the product as much as you do, it makes all the difference. We know we have something special, but it takes a group of passionate, committed people to bring that vision to life every day.
We also believe in failing fast and often. Mistakes are part of the process. What matters most is what you take away from them. That’s where real growth happens.
Adam: What do you believe are the defining qualities of an effective leader?
Jason: At MALK, we live by five core values: accountability, drive, collaboration, integrity, and growth. These aren’t just words on a wall – they’re how we show up every day. We challenge each other to never be satisfied with the status quo, operate with honesty, challenge, support, and embrace each other, and relentlessly pursue what matters most.
For me, leadership is about living those values out loud. An effective leader teaches these values and trusts in their team to uphold. When you work with a team you know and respect, the day-to-day becomes something you genuinely look forward to and love.
As a leader, I lead with the mindset of being a family man who runs a business, not a businessman trying to squeeze in family. This is the principal mindset behind a group that I’m proud to be associated with, Front Row Dads. That perspective has made all the difference.
Adam: How can leaders and aspiring leaders take their leadership skills to the next level?
Jason: At MALK, we believe in ownership—not just from leaders, but from everyone across the team. It’s not about titles or org charts. It’s about showing up, owning your lane, and stepping in when someone else needs support. That mindset keeps us moving forward together.
We’ve taken inspiration from leadership frameworks like the one developed by Echelon Front, which emphasize taking full responsibility for what’s in your control. I truly believe that this system empowers leaders to become the best that they can be. It has been a game-changer for how we lead and work together….but what’s important to us is how that thinking translates into real, everyday action for everyone who touches the business. Ownership shows up in big decisions and small moments alike.
When ownership is part of the culture, it builds trust, accountability, and progress. And more than anything, it reminds us that leadership isn’t a solo act—it’s something we all have a hand in.
Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?
Jason: Fail early, fail often.
Take ownership.
Listen to your consumer and your team.
Adam: What is your best advice on building, leading, and managing teams?
Jason: The best advice I can give is to start with trust. It’s about putting the right people in the right seats and then giving them the space to run. When folks feel ownership over their work—and know they’re trusted to do it their way—they show up differently. Micromanaging just slows everything down and destroys culture. When people feel trusted, supported, and aligned with a shared mission, they’ll bring their best every day.
Beyond the work, it’s about connection. I really believe in knowing the people you work with and what drives them, what they’re building toward, including outside of work. When you care about someone’s dreams outside the day-to-day, you show up for them. And when you win, you’re not just hitting a business milestone—you’re celebrating as a team, together.
Leadership, to me, is about creating a space where people can succeed together, both personally and professionally. Be open. Celebrate wins often. And make it a point to genuinely care about the folks around you. That’s when a team really becomes something special.
Adam: What are your best tips on the topics of sales, marketing, and branding?
Jason: When it comes to sales, marketing, and branding, the most important thing is staying true to who you are. When your brand is built from real values and the product delivers on that promise, you don’t need to manufacture talking points—you just amplify what’s already true. That kind of authenticity is what customers connect with and makes the connection that much stronger.
At MALK, our commitment to clean ingredients and transparency drives everything…from how we sell to how we show up on the shelf. Sales is about relationships and trust. People want to know you’ll follow through and be consistent over time.
Marketing should be clear and grounded in what makes you different. No fluff, just real value. And branding? It only works if it lines up with how you operate behind the scenes. A strong brand is one people believe in because it reflects the real experience.
At the end of the day, all three—sales, marketing, branding—are just different ways of building trust and showing people who you really are.
Adam: What is the single best piece of advice you have ever received?
Jason: One of the best pieces of advice I’ve ever received came from my dad, Tom Bronstad, during a campfire conversation with my brother and a few close friends when I was a teenager. He told me: ‘It doesn’t matter what widget you’re dealing with—whether it’s investment banking, car sales, or consumer packaged goods—the widgets don’t matter. You’re in the people business.’
That stuck with me. No matter the industry, success always comes down to how you show up for people—your team, your partners, your customers. That mindset has shaped the way I lead and how we approach building something meaningful at MALK.
Adam: Is there anything else you would like to share?
Jason: Jason: Find your tribe. Find the people—whether it’s a team, community, or spiritual group—who allow you to show up as your full, authentic self and are willing to challenge you to grow. For me, that’s Front Row Dads. I joined in March 2020. Front Row Dads push me, embrace me, and show up in big ways – not just for me, but for my family as well.
Running a business is a real challenge. That old saying, ‘Leadership is lonely,’ is such a true statement. There are tough challenges in each season of work, and having a group that embraces that and helps you navigate those highs and lows is critical.
But here’s the thing—it can’t be just about business. It’s a zero-sum game, in my view, if you only show up fully at work or only show up fully at home. The goal is to lead in both spaces, and the right tribe helps you do just that.
