About True Purpose Brands

True Purpose Brands Mission

The True Purpose Brands team is dedicated to curating products
that are clean, safe, and sustainably formulated using proprietary science.

Our True Purpose is to instill confidence that our products
perform to
a new standard of safe and clean. From our family to yours.

True Purpose Brands Founders

Cynthia A. Phillips, PhD, Chief Strategy and  Sustainability Officer

Cynthia A. Phillips, Co-Founder & Managing Partner of True Purpose Brands, is an economist/agricultural economist as well as a business consultant to for-profit and social enterprises with over 25 years of experience in the areas of risk management, strategic planning, marketing, branding, analytics, big data, business development, sustainability and global expansion. A Former Director of International Marketing & Risk Management at American Express. She consults with technology companies and start-ups such as Cisco Systems and Riverbed. She is the Chief Strategy and Marketing Officer for Vessl, Inc. a disruptive packaging company. She serves as a senior advisor to CEOs of disruptive companies like PlugnPlay Tech Center, Immunicom, BioLargo, Turnkey Group, and NimbusT. Phillips sits on several nonprofit boards such as Davis College|Akilah. Phillips is a champion of the 17 UN SDGs and supports nonprofit organizations as well as companies of any scale to integrate the SDGs into their business planning, Business Intelligence, ESG and CSR. She is the founder of GlobalShiftTV, The Disruptive Factory, and The Disruptive Factory Media & Creative Group. 

Cynthia Phillip's LinkedIn profile can be viewed here >


Deb Luster, Chief Purpose Officer

Deb Luster, Co-Founder and Managing Partner of True Purpose Brands, has been in the natural product industry since 1990, loves launching new companies and product lines and has established several companies including two publishing companies, a food packaging technology company, a food consultant company and two nationwide food companies--CAN DO KID, Inc. which created all natural snacks and empowering products for kids and a pasta food company – Annie’s Homegrown Inc. Deb started Annie’s Homegrown Inc. in 1990 with the two primary founders and helped build the company from the ground up.  Deb served as President of Annie’s from 1991-1997 and served on the board of Annie’s as Vice Chairman until 1999 and was an owner until it was sold in 2002.

Ms. Luster co-founded Can Do Kid, Inc. focusing on children empowerment with a line of products including nutrition bars and books sold in every state and over 4,000 retail outlets. The two children’s book called I Can Do Anything! and I Am Happy Just The Way I Am! can still be found in book stores and on Amazon.   Luster co-founded Churchill Brands advising emerging provocative consumer product companies in all aspects from branding and marketing to retail and business strategy.  Over the past thirty years, Ms. Luster has served on the boards and advisory boards of over a twenty companies mostly in the natural food space, as well as many non-profits, colleges and dozens of Executive boards in her community.  She has been featured over the years in numerous articles including Working Women, Inc., Enterprising Women Magazine, Forbes, Business Ethics Magazine, Newsweek and Success magazine and has been on NBC, CBS and ABC News spots.

Deb Luster's LinkedIn profile can be viewed here >


True Purpose Brands Team

Timothy Lyvers, Chief Operating Officer

Tim Lyvers is an active entrepreneur and family man. Tim started his career in the security industry as a technician, eventually working his way up through the ranks to a  sales executive for a large international integrator. In 2007 Tim co-founded Advanced Digital Solutions, where he helped design and install complex integrated security solutions across the US and abroad for both commercial and government entities. Tim was featured on the cover  of SDM magazine in 2014 and ADS was selected as Integrator of the Year by Hanwha Techwin America in 2015. In 2017 Tim sold ADS to a venture capital group and shortly after took on the role of COO for an emerging, vertically integrated hemp company, Green Remedy, LLC. It was here where Tim focused on the intricacies of manufacturing and distribution and operating within the retail space. Tim still maintains a small integration and consulting company focused on training and software development to maximize security operations. When Tim isn’t working, he is usually spending time with his wife and three children either attending one of their sporting events or spending time on a nearby lake throwing someone off a tube.

Timothy Lyvers' LinkedIn profile can be viewed here >


Paulette DesCouteaux, SVP Business Development & Change Management

Paulette DesCoteaux has over 25 years helping companies maximize their use of technology to increase revenue and profits.  

As an EARTH ADVOCATE, Paulette is newly focused on sustainability initiatives – helping companies find new ways to deliver environmental and social change while improving profitability.

Paulette is a technology veteran with deep experience across industries and technology solutions — leading and directing enterprise technology teams for Tier 1 companies such as Oracle and Salesforce in addition to evangelizing bleeding edge technology and concepts for early-stage companies such as Lattice Engines, Deliv and ShipperBee. 

Paulette holds a track record of producing exceptional results in new business development, problem analysis & resolution, process improvement and strategic marketing. Paulette has expansive market expertise in sales & marketing optimization, CRM, big data, predictive analytics, artificial intelligence, supply chain management & stochastic optimization, manufacturing and warehouse management (process & discrete), logistics, enterprise resource planning, distribution & transportation.

Paulette DesCoteaux's LinkedIn profile can be viewed here >


Joanna Elliott, VP of Social Impact

For over 25 years, Joanna Elliott has partnered with socially-responsible corporate leaders, high net-worth individuals, organizations, and non-profit boards and executives to design and execute initiatives addressing critical social issues while expanding brand awareness and profitability. As a result, Ms. Elliott is an  in-demand expert who creates innovative initiatives to strengthen clients’ bottom lines, making sure they do well while doing good.

Her expertise helps clients recognize areas of need and connects them with socially-relevant sponsorship options and alliances to enhance brand awareness that creates win-win opportunities for both parties.

Joanna Elliott's LinkedIn profile can be viewed here >


Connie Nelson

Connie Nelson is Partner at The Disruptive Factory. Connie approaches projects with energy. She is an enthusiastic, strategic thinker with an ability and strong track record of successfully implementing change and developing new programs. She has over 8 years of experience working with non-profit healthcare agencies.  Her involvement in for-profit groups includes being a team member in startups and in facilitating in-market learning initiatives in various international markets to be integrated into executive development programs and leadership summits. She has a BS degree in Nutritional Sciences from the University of Arizona. 

Connie Nelson's LinkedIn profile can be viewed here >


Allyson Foerster, Social Marketing & Outreach

Allyson Foerster is a versatile professional consultant who works primarily with brands and companies seeking to apply their products and services with the goal of giving back. Allyson offers a range of skills from operations, administration, organization, logistics, event management, marketing, graphic design, web design, project management and social/community building and outreach. She is a responsible, adaptable, and energetic individual, with initiative and strong interpersonal and communication skills. With proven success in mobilizing human resources, logistics, organizing, and producing multifaceted projects, she is resourceful, highly organized, and an award-winning female executive. Throughout her life she has enjoyed working and living in diverse international and intercultural settings, including the UK, Belgium, and Austria, obtained a Bachelor’s Degree from University of Minnesota in Cultural Studies & Comparative Literature, and since 2002 has called San Francisco, CA her home.

Allyson Foerster's LinkedIn profile can be viewed here >


True Purpose Brands Advisors

Marie Studer

Marie Studer is a Partner at The Disruptive Factory championing the UN Sustainable Development Goals (SDGs) for our work with partners. She engages people with scientific and sustainability endeavors and helps mission-oriented organizations run professionally and smoothly. She is a scientist with a passion for connecting people with meaningful and creative explorations of the world that are relevant to them and our future. Her career has focused on public accessibility and understanding of science through government and public policy positions, to scientific and education leadership for international citizen science projects, to engaging formal and informal educators and youth in biodiversity learning using hands-on and online resources and tools. She is especially interested in creating awareness and action around the United Nations Sustainable Development Goals.

Marie has executive leadership experience in non-profit organizations and multi-institutional consortiums, with a proven record in strategic planning, strategic partnership development, organizational management and development, budgeting, fiscal control, staff development, stakeholder relations, and fundraising. As a collaborative leader, she listens and finds common ground, while ensuring vision and mission guide decisions. She enjoys networking and connecting people, ideas and projects to deliver outcomes and impact. She works with the Planetary Health Alliance and has held positions as the Staff Scientist for the Massachusetts Bays National Estuary Program, Chief Scientist for Earthwatch Institute, and as Director of Learning + Education for the Encyclopedia of Life (EOL). She serves on several boards and committees for organizations working to support sustainable communities and environments.

Marie Studer's LinkedIn profile can be viewed here >


Patricia Donohoe

Patricia Donohoe is a recognized healthcare leader with 40+ years of distinguished experience in organic growth, geographic expansion, product line development, team development and financial profitability in the healthcare staffing industry. She is co-founder of two successful healthcare organizations: Medical Staffing Network Holdings, Inc. and Accountable Healthcare Staffing. During her time at Accountable Healthcare Staffing, Patricia served as co-founder and Chief Nursing executive.  She was responsible for establishing standards of practice in alignment with Joint Commission Certification program guidelines. Patricia worked alongside the executive team in setting strategic goals for growth and was a key member of the acquisition team. She helped to facilitate the growth of the company from $19M in 2012 to over $140M in 2017. She supported the transition and integration of 10 acquisitions and the opening of 20 locations. Patricia served in various roles as a co-founder of Medical Staffing Network, including Chief Operating Officer and Chief Nursing Officer. Patricia was instrumental in establishing high industry standards. She established and chaired on an advisory group of nursing leaders that developed best practices, which was later used by The Joint Commission to create standards for certification in healthcare staffing. She oversaw all revenue producing operations including as many as 180 branch locations, travel nursing, and allied services for a public company with annualized sales of $538 million.  Patricia sat on the Board of Directors for the Akilah Institute for Women. She was awarded Carlow University’s Laureate Award in 2012 for her contributions in nursing profession and support for young women’s health and education. She currently serves as a Trustee at Carlow University in Pittsburg, PA.


Denise Pines, MBA
CEO, Author, Speaker, Filmmaker, Health Advocate

A longtime community health advocate and media pioneer, Denise Pines is president of the Medical Board of California and serves on the Martin Luther King Community Hospital Foundation board and the admissions committee for the California University of Science and Medicine (CUSM) School of Medicine. She’s a trusted resource for women as they pursue midlife wellness. She’s the founder of WisePause Lifestyle Summit, a health and educational platform and the FemAging 2020 HealthTech, a report introducing a new industry sector (FemAging tech), which is defined as health innovations developed specifically for women ages 40+. She’s also is an award-winning filmmaker production 11 documentaries including the award-winning film “PUSHOUT: The Criminalization of Black Girls in Schools” her next documentary, “Anthony Fauci” will air on PBS Spring 2020. She’s a graduate of San Francisco State University (BS), John F. Kenney University (MBA) and Stanford University (MBA).

Denise Pines LinkedIn Profile can be viewed here >