The judgment comes from having done the work, not just advised on it.
Oren Epstein is a brand and business advisor working with founders and operators across New York, Los Angeles, Miami, Toronto, Texas, and beyond. He founded BIO RAW at 23, a certified organic, B Corp certified, nationally distributed food brand sold through Whole Foods, Sobeys, Loblaws, Fortinos, and Shoppers Drug Mart, and the official food partner of Greenhouse Juice Co. The company operated out of one of the world's first zero waste, green powered production facilities. That business was built from scratch, launched into competitive retail, and operated at scale. The hard lessons from that experience are the reason he is useful to founders and operators building something real.
Before that, early advisory work with Mid Day Squares, Simply Protein, Tonica Kombucha, and Well Juice. Across that work, the pattern was consistent: the brands that got clearer faster, moved faster. The ones that did not spent money finding out why.
The range is deliberate. I work across categories because the skill is judgment, not a vertical. A supplement brand and a members club and a medspa all face the same core questions: who are we for, what do we actually offer, and how do we build a business behind it that holds under pressure.
What I bring that most advisors do not: I know what best-in-class looks like. I have spent enough time inside high-performing consumer brands, wellness operations, and hospitality concepts to know the difference between a business that says the right things and one that actually delivers at a level where the most discerning evaluator in the category, whether that is a Forbes star rater, a Whole Foods buyer, or a guest who has been everywhere, walks away impressed. That gap between claim and delivery is where most of the work lives.
I lead brand strategy, diagnosis, and pressure-testing. When execution requires designers, architects, accountants, PR agencies, or digital partners, I bring in the right people from a network built across a decade of operating and advising. I am not building an execution shop. The advisory platform is The Better Advisors.
The businesses I work best with are capitalized, serious about what they are building, and ready to move when the clarity arrives. They are not looking for validation. They want someone who will find the gap, call it clearly, and help them close it.
What I do