A simple act of love. That was the inspiration for the creation of FedUp Foods, shares company CEO David Gray. That act coupled with nourishment inspired mothers Sarah Mullins and Jeannine Buscher in 2008 when they began brewing kombucha in a small Asheville, N.C., kitchen to deliver their kids a healthy alternative. 

Yet, that act became something bigger, Gray notes.

“They shared these home-brewed batches with friends, family and neighbors, which led to local farmers markets, overflowing countertops, and soon, the birth of Buchi,” he explains. 

As demand grew, so did the company’s operations and services with it expanding into private label manufacturing. Today, the company operates three facilities with more 160 team members and is rooted in the belief “that good food and good work nourish both the body and spirit,” Gray says. 

In its facilities the company produces a variety of organic, functional and fermented beverages, including kombucha, kombucha spritzers, tepache, prebiotic sodas, functional energy drinks and water kefir sodas, Gray notes. Late last year, FedUp Foods launched its private label multi-serve cold brew coffee line, which achieved Regenerative Organic Certified (ROC) status.

Beyond its capabilities in product development, FedUp Foods built a workplace that values its people as much as products, fostering personal growth and allowing time to savor life’s precious moments, Gray explains. 

That all became too real when Hurricane Helene hit the western North Carolina region in late September 2024.

“We were incredibly relieved to confirm that every one of our team members was safe, knowing that many others in the community weren’t as fortunate,” Gray says. “Our priority has been their well-being: checking in on safety, assessing damages, and providing essential support where needed.

“Many employees faced difficult challenges, from property damage and fuel shortages to major disruptions in daily life,” he continues. “Essentials like water, power, and internet became scarce, and for many, these issues still aren’t fully resolved. With local schools and daycares closed or damaged, childcare became another hurdle for our team members with families. Stabilizing homes and ensuring family well-being made it hard for many to immediately return to work.”

The company emphasized open communication so employees could feel comfortable sharing their experiences and also promoted flexible schedules so they could tend to important matters without the additional worry of job security.

“Recognizing the mental toll, we prioritized mental health support, offering counseling and financial wellness resources to help everyone cope with the stress and uncertainty,” Gray says. “Our internal support surveys show the widespread impact — waves of emotional stress and deep concern for Appalachia’s future — mixed with immense gratitude and a strong sense of community. 

“While we’ve made strides in providing support, we know there’s still a long journey ahead before everyone feels a true sense of stability again,” he continues. “We’re committed to rebuilding a stronger, more resilient community where our team members can thrive once more. This will take time, but we’re in it for the long haul, standing beside our people every step of the way.”

The impact of Hurricane Helene also affected the company’s operations.

“After power and water outages forced us to temporarily close our Marshall and Erwin facilities, halting production, we were committed to protecting our brews and keeping the spirit of FedUp Foods alive,” Gray says. “Thanks to our backup generator, we managed to maintain the ideal conditions for our fermented products, even amidst the storm.

“Rebuilding has required a remarkable amount of teamwork and determination,” he continues. “While power was restored within days, unstable water and sewer systems forced us to think creatively. We partnered with the town of Marshall, arranged for tanker trucks, and even set up shower and laundry facilities for our team. Our priority wasn’t just reopening; it was about ensuring the safety and support of our team. Our leadership team took the initiative to go door-to-door, checking on every team member to ensure they knew we were there for them.”

Despite these challenges, Gray notes that the team’s strength shone through as the company not only rebuilt it operations, but has supported its neighbors and aided in the community’s recovery.

“The storm reminded us of our purpose: to nourish people, starting with our team and extending to the community we are proud to call home. For us, this mission is deeply personal,” he says.

The company also has contributed to cleanup and rebuilding efforts throughout Madison County and beyond, Gray notes. 

“We’ve provided kombucha, water, tools, supplies, and more than 40 pallets of essentials like baby food and snacks to families in affected areas,” Gray says. “Our co-founder, Zane Adams, who also serves as Chairman of the Board for Mountain BizWorks, is working hard to secure grants and loans for small businesses across the 26 impacted counties, supporting long-term economic relief in Appalachia.

“We’ve established a donation page to help raise critical funds for our team members and the wider community,” he continues. “Contributions will provide housing assistance, support property repairs, and replace essential items so our team can regain stability. Additional funds will go to local organizations dedicated to rebuilding Marshall and helping our town thrive again. While we’re doing all we can, we know it takes a collective effort, and we’re grateful for the support pouring in from those near and far.”

Although Hurricane Helene exposed the region’s infrastructure vulnerabilities as well as the impact climate change has had on the Appalachian Mountains, Gray notes that it also highlighted the resiliency and bonds within the community.

“For FedUp Foods, this disaster has reaffirmed our commitment to putting people first,” Gray says. “Our team has stepped up in incredible ways — providing financial and essential support, as well as mental health initiatives, and embodying compassion at every turn. Together, they volunteered to clear out buildings, aid affected families, and support neighboring businesses, demonstrating that our dedication to the Marshall community goes far beyond our own operations.

“In the end, Hurricane Helene has reminded us of the strength, resilience, and interconnectedness that define our community,” he continues. “As we work together toward recovery, this shared commitment fuels our hope for a brighter and stronger future.”