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Well, hello ladies and gents, 
Robert Sykes, keto savage.com. 

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And today I have a special guest
Phillip Meese from Carnivore bar

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on the line. 
So Phillip and I have interacted

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at numerous conferences, we've 
spoken on the entrepreneurship 

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panels together. 
We have similar products in the 

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keto carnivore low carb space 
and we have both kept our 

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operation in house from day one,
bootstrapped from the beginning,

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which I have utmost respect for.
I wanted to bring him on the 

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podcast again, just kind of pick
his brain about some of the 

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trials and tribulations that 
come with owning your own food 

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product business, what he's 
learned in that journey, what 

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he's excited about going 
forward, what he's doing in the 

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space and just really kind of 
hash things out from a business 

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standpoint, from a lifestyle 
standpoint, and just kind of 

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pick his brain, learn more about
his operations. 

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So I've got utmost respect for 
Philip, who he is, what he 

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stands for, his moral code of 
ethics, his integrity. 

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His product itself. 
And I'm excited to just bring on

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the podcast and reveal some of 
that to y'all. 

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So without further delay, sit 
back, relax, enjoy the 

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conversation with my good friend
Phillip. 

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And we are live Phillip. 
How are you brother? 

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I'm good. 
How are you, Robert? 

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I'm good, man. 
I'm good. 

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It's been, it's been a while 
since I've had you on the 

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podcast, man. 
I think we chatted quite a bit 

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last year at the various 
conferences, but I think it's 

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been probably two years or so 
since I've had you on the show. 

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Yeah, it's been a minute time. 
Time has flown by. 

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Time has flown by, but since 
then we have shared the stage on

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a couple entrepreneurship 
panels, which is always fun. 

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I enjoy talking with you because
you I enjoy talking with any 

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company in the space that has 
done something similar to what 

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we have which is simply stayed 
true to their roots, 

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bootstrapped their business kept
production in house because 

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there seems to be a a declining 
demographic of companies that do

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that. 
Everybody just seems to 

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outsource things. 
They go the route of like, you 

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know, massive Co Packers, they 
don't really have full 

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oversight. 
Whereas you with Carnivore Bar 

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has always stayed in house, 
which is what we've done and I 

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really, really respect that man.
Yeah, I remember you. 

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You kind of shouted me out for 
for doing that in the beginning 

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and it was a little bit 
involuntary. 

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So, you know, I just, I needed 
the product, you know, to be 

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really, really clean because we 
serve autoimmune compromised 

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individuals and no one else 
could guarantee that they're 

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going to do it the right way. 
So I kind of was forced into 

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that and I remember you, you 
pointed that out and 

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complimented me on that. 
I was like, way to go, man. 

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You don't don't give in. 
I honestly did not know what I 

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was signing up for. 
Like it is. 

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I get it now. 
It is really, really difficult 

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to do something in house. 
But you know, I I kind of see 

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what you're saying now, 'cause 
it really is this heroic 

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responsibility you're taking on 
yourself to do something like 

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you've done. 
It is. 

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It is. 
But like, there's so much like 

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fulfillment that comes from it, 
man. 

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Like, I love being able to come 
to the compound early in the 

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morning before any of my 
employees show up, crank up the 

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music, get some work done, sweep
the floor if I want to take out 

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the trash. 
Just do the little things that 

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people that you know Copak can 
outsource everything, never 

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really get the opportunity to 
do. 

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It just makes everything so much
more tangible and physical and 

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less abstract. 
And I love that, man. 

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Like, I love being able to see 
the actual physical components 

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and have that 100% oversight. 
And there's pros and cons to 

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everything, but keeping things 
in house like it just it feels 

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like I'm building something much
more tangibly than it would if I

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was to outsource everything. 
And I feel like we only have so 

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much time on this earth anyways.
And I really want to make sure 

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that I'm departing it, having 
left more value than I took from

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it. 
And I feel like if I can see the

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fruits of my labor first hand 
because I've kept everything in 

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house, that becomes more and 
more apparent. 

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Yeah, and there's an intimacy to
it, an intimacy and a 

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transparency that I think is, is
lacking in the Co pack model 

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that you know, has really been 
relevant Tory over the years. 

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In fact, I was on a veteran's 
day podcast and and they were 

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mentioning your product that you
go to all this trouble to make 

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sure that the macros actually 
are what they say they are. 

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And it's like something so 
simple but in the keto space 

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that is really, really important
to us. 

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It's like if you hand it off to 
a Co Packer, you know they have 

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these margin of errors that are 
tolerable. 

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And it's like well our people 
are weighing and measuring every

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gram. 
If our products have like a 20% 

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margin of error, like what kind 
of you know what kind of honesty

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is that? 
It's like it It's really 

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important to get this stuff 
right, and having it in house 

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gives you that accountability so
that you can actually sell what 

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you say you're selling a. 100%, 
man. 

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I mean and like a 20% amnesty up
or down is pretty significant. 

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Like when you look at my 
product, which is 1000 calories,

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there's 200 calories right 
there. 

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I mean, when I'm adjusting 
macros for a prep, I may only be

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adjusting by 50 or 75 calories a
week. 

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So if I was just haphazardly, 
you know, pouring things in and 

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not really giving any any 
thought to the accuracy of it 

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I'm doing myself. 
I'm doing my customers a 

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disservice. 
And I just, I wouldn't be able 

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to sleep at night doing that. 
So I like being able to have, 

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you know, full control. 
And yes, there's a lot of 

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headaches that come with that, 
but I can go to sleep at night 

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knowing that I'm doing my best 
with everything I've got. 

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And yeah, there's going to be 
some inaccuracies. 

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There's going to be some things 
that you just simply can't 

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control for at scale. 
But I've done everything I can 

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possibly do to minimize that and
just to refine Polish and get 

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things truly dialed in. 
Absolutely. 

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It it's, you know, and I I made 
the I crossed the Rubicon. 

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I I have a version of my product
with a little bit of carbs in 

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it. 
And for me, like it becomes even

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more important, like if you're 
trying to be keto and stay, you 

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know they're different 
definitions. 

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But under 50 grams of carbs, 
like you can't, you can't afford

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to be a few grams off. 
Like, you know, our products has

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the one that the honey bar has 
seven grams of carbs coming from

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honey, raw honey, mostly 
fructose. 

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You know, it's debatable how 
much harm that is to you, but 

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people feel very strongly about 
it and I want them to know 

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exactly, you know, you know 
exactly what's in it so they can

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make the choices for themselves.
Like, I think that's the heart 

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of this. 
You know, keto take your health 

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in your own hands. 
Like you got to have that 

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control and being able to offer 
what you say you offer is 

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crucial if for, you know, for 
these athletes and these 

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individuals trying to get a hold
of their health. 100% man, 100%.

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So I want to do a deep dive into
all things business, your 

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company, you know, ups and 
downs. 

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But before we kind of put the 
curtain back on that for anybody

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that has not listened to that 
first podcast that we did, if 

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they have not figured it out 
yet, you are the man behind 

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Carnivore Bar and you got into 
the space because primarily of 

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your military background and 
seeing the need for what you 

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offer, correct? 
Yeah, actually my origin story 

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is I was in Afghanistan. 
I ordered jerky, a really clean 

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jerky. 
It's spoiled. 

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So I was in an anti tank unit. 
Taliban doesn't have any tanks 

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so I was sent to the far end of 
the battle space and had 

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forgotten about. 
So we ate Mres way longer than 

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you should have eaten, took 
antibiotics for malaria and we 

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just we got our guts absolutely 
messed up. 

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So we tried to ship healthy food
to the battlefield, couldn't 

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because it wasn't shelf stable. 
We tried to like we tried to do 

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everything we could. 
We just started end up eating 

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the candy out of our Mres 
because the shelf stable food 

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was so constipated. 
It was just, you know, sorry to 

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be graphic, but it was just, it 
was just terrible. 

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It wasn't food. 
And so it was like, how do we 

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get healthy food to the 
battlefield? 

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So I read and remembered this 
thing called Pemmican, which is 

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a Native American tradition to 
bring high fat food to survivor 

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ship or travel and they broke 
camp. 

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They didn't necessarily know if 
their next hunting spree was 

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going to be successful and and 
their whole, you know, their 

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whole community is riding on 
this. 

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So you know, they had a just in 
case food and that food was 

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pemmican and I was like, well, 
that would make it to 

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Afghanistan. 
Unlike the very clean jerky that

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you ended up, if you can believe
it, molding the condensation, 

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those preservatives are really 
important. 

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The condensation on that bag, 
they heat heat cycles of the 

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desert, you know, get really 
hot, then relatively cold, pulls

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all the moisture out on the one 
side of the bag, molded the 

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whole thing a jerky, turned it 
sour. 

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I'm just like spending my own 
money trying to find health. 

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Nothing but caffeine, 
cigarettes, seed, oils, 

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preservatives, just just wall to
wall anti nutrition, no sleep. 

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And I'm like I originally joined
the service to pay for collagen 

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to to have a job that pay me to 
work out and stay healthy. 

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But the diet and lifestyle 
absolutely wrecked me. 

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So I thought if I came back I 
would make something that was 

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shelf stable, extremely shelf 
stable and that could make it 

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anywhere I needed to go, but 
have all the nutrition I'd need 

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to survive. 
So that's kind of the idea of 

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the carnivore bar is the 
survivor food that's made ultra,

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ultra clean so as not to have 
any junk in it. 

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I love it, man. 
I feel like whenever you make a 

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product as a way to scratch your
own itch, as both you and I have

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done, there's just this 
underlying level of passion 

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behind it which sees us through 
the hard times as entrepreneurs.

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So I love that you built it out 
of your own desire to satisfy 

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and fulfill that need that for 
you and others, because I think 

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it's that's the way to do it. 
Do you think there's ever going 

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to be a massive investment by 
the government to improve the 

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quality of Mr. ES? 
Because they have not changed 

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for the past 50 years. 
That I can tell, and they are 

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pretty horrendous. 
So there's millions and millions

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of dollars invested in MRE 
currently, but most of it is 

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into like the packaging. 
So they'll do like an advanced 

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study of like dropping the MRE 
off a second story building and 

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then dropping it off the back of
a truck in a muddy field and and

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just dragging it through hell 
and to see if the bag pops or 

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not. 
And so the bag is really well 

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engineered and the food is 
designed, as stated by their 

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goals, to accomplish nostalgia. 
And if that's their stated goal,

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like they're kind of, they're 
kind of getting it. 

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Like you're getting lasagna, 
you're getting sloppy joes, 

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you're getting all this peanut 
butter and like pound cake kind 

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of nonsense, but they're trying 
to mimic like a home cooked 

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meal. 
And you have this little bag you

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put in hot water heats it up and
so you get a warm nostalgia 

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filled full of preservatives 
that won't explode if you drop 

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it out of the helicopter. 
And to their stated goal, I 

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think they've achieved that. 
You know, it's very same, same 

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kind of idea with the USDA food 
pyramid with 11 servings of 

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grain. 
Their stated goal is to keep 

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farmers employed, not to keep us
healthy. 

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So if you look at these 
institutions and you and you go 

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back to their their founding 
principles, they're 

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accomplishing them. 
You know the USDA is keeping 

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farmers employed. 
The MRE is creating a sense of 

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nostalgia or longing this for 
home. 

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But for me, I think that's a 
little like taking your rifle 

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and smearing Jelly doughnuts on 
it. 

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You don't need nostalgia in your
war fighting tools. 

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You need clean air, lubricant, 
protect it. 

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You need CLP on your rifle. 
You need keto macros in your 

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food. 
It's designed to do a like to 

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have a function, you know to 
have a purpose. 

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00:13:21,320 --> 00:13:24,560
Food should be about nourishing 
you and making you feel your 

225
00:13:24,560 --> 00:13:27,320
best. 
It shouldn't be about the mouth 

226
00:13:27,400 --> 00:13:29,680
entertainment. 
And I think that's what's 

227
00:13:29,680 --> 00:13:33,800
really, really wrong with the 
MRE and its underlying 

228
00:13:33,800 --> 00:13:36,640
philosophy. 
It's like they're trying to get 

229
00:13:36,640 --> 00:13:43,480
you food to make you miss 
homeless, whereas I think if you

230
00:13:43,480 --> 00:13:47,640
extend that reach towards, how 
about you feel your best, you 

231
00:13:47,640 --> 00:13:50,640
perform your best, you think 
your best, you fight your best, 

232
00:13:50,960 --> 00:13:53,920
you end the war sooner and 
actually get to go. 

233
00:13:54,560 --> 00:13:57,720
Yeah, no, I can totally get 
behind that ladder messaging. 

234
00:13:57,720 --> 00:14:03,040
Much more so than the former. 
I feel like it seems very obtuse

235
00:14:03,040 --> 00:14:08,480
to put our men and women in arms
on the front line to operate and

236
00:14:08,480 --> 00:14:12,560
perform at an at a high level, 
but then run the risk of them 

237
00:14:12,720 --> 00:14:16,120
having to rush off to, you know,
relieve themselves due to 

238
00:14:16,120 --> 00:14:19,440
Constipation or something as a 
result of poor nutrition. 

239
00:14:19,480 --> 00:14:21,360
I'm. 
I'm on a petition right now. 

240
00:14:21,360 --> 00:14:23,040
Put it on record. 
We'll talk to our lobbyists 

241
00:14:23,040 --> 00:14:26,280
about getting all Mr. ES 
outfitted with one bag of 

242
00:14:26,280 --> 00:14:30,200
Carnivore Snacks, Carnivore Bar,
and then a Keto Brick. 

243
00:14:30,200 --> 00:14:32,560
And I have no doubt that the 
performance of our military 

244
00:14:32,560 --> 00:14:37,480
would probably increase by at 
least 57.3%, don't you think? 

245
00:14:39,320 --> 00:14:43,000
Well, you know, it it is an 
interesting thing. 

246
00:14:43,000 --> 00:14:47,720
So as a business person, like I 
really had to kind of dispense 

247
00:14:47,720 --> 00:14:52,920
with some of my naivety and my 
my goals and my dreams because I

248
00:14:52,920 --> 00:14:56,120
really wanted the carnivore bar 
to be really cheap and really 

249
00:14:56,120 --> 00:14:59,720
affordable. 
But, you know, drying meat, 

250
00:14:59,720 --> 00:15:03,360
especially high quality meat, is
really, really expensive. 

251
00:15:04,480 --> 00:15:08,560
And there are certain things 
that, you know, affect the 

252
00:15:08,560 --> 00:15:10,680
shelf's ability, the moisture 
content. 

253
00:15:10,680 --> 00:15:13,960
It is really hard to do. 
I mean, there there are people 

254
00:15:13,960 --> 00:15:17,800
who are trying to emulate it but
aren't doing a very good job 

255
00:15:18,000 --> 00:15:23,040
getting it actually dry. 
And so you have charlatans who 

256
00:15:23,040 --> 00:15:27,000
are willing to sell wet meat for
a cheaper price. 

257
00:15:27,920 --> 00:15:29,480
But you know, that's that's 
water. 

258
00:15:29,480 --> 00:15:33,960
You're paying for the water. 
So it's kind of this devilish 

259
00:15:36,120 --> 00:15:40,400
task of, you know, what 
investment is a soldier's life 

260
00:15:40,400 --> 00:15:44,600
worth and what kind of health 
are they starting from? 

261
00:15:45,560 --> 00:15:51,080
Because if you have an athlete 
who is in pristine health, you 

262
00:15:51,080 --> 00:15:53,160
know, they can get away with a 
little bit of abuse. 

263
00:15:53,160 --> 00:15:57,560
But if you have a population 
that's inherently sick, you know

264
00:15:57,560 --> 00:16:01,040
we may be going to a place 
unfortunately with warfare that 

265
00:16:01,040 --> 00:16:05,200
we use more drones than we do 
people because feeding people 

266
00:16:05,200 --> 00:16:08,320
healthy food is just not 
economical. 

267
00:16:09,360 --> 00:16:13,400
And that is a really like harsh 
thing to say because it it kind 

268
00:16:13,400 --> 00:16:15,920
of flies in the face of why I 
made my product. 

269
00:16:17,200 --> 00:16:21,280
But I think it's probably going 
to be more towards special 

270
00:16:21,280 --> 00:16:23,400
forces. 
It's going to be more towards 

271
00:16:24,080 --> 00:16:29,960
elite non replaceable with 
robots, kind of forces that are 

272
00:16:29,960 --> 00:16:33,520
worth the investment in body 
armor that works, worth the 

273
00:16:33,520 --> 00:16:36,480
investment in food that doesn't 
rot your gut. 

274
00:16:36,720 --> 00:16:45,080
The idea of, you know, fueling 
giant armies on meat, it's 

275
00:16:45,080 --> 00:16:46,880
really kind of gone by the 
wayside. 

276
00:16:46,920 --> 00:16:50,920
Like the last time we really did
that was the Revolutionary War. 

277
00:16:51,440 --> 00:16:56,520
They had a pound of meat per 
soldier per day, which is not a 

278
00:16:56,520 --> 00:17:01,880
lot and it's why the US 
Continental Army spent a lot of 

279
00:17:01,880 --> 00:17:08,440
its time starving to death. 
So it's like man, how do how do 

280
00:17:08,440 --> 00:17:12,760
we feed people a species 
appropriate diet in the 

281
00:17:12,760 --> 00:17:15,839
military? 
And I think it it's a it's a 

282
00:17:15,839 --> 00:17:18,520
question that's fraught with 
challenges in multiple different

283
00:17:18,520 --> 00:17:20,079
vectors. 
It is. 

284
00:17:20,079 --> 00:17:23,319
It is challenging for sure. 
Man, like I've dug deeper and 

285
00:17:23,319 --> 00:17:27,680
deeper into regenerative 
agriculture and sustainable, you

286
00:17:27,680 --> 00:17:30,800
know, food procurement and 
homesteading for my own, you 

287
00:17:30,800 --> 00:17:34,360
know, personal and family needs.
And I've totally switched gears,

288
00:17:34,360 --> 00:17:36,080
man. 
Like, I, there's all this debate

289
00:17:36,080 --> 00:17:39,720
in the space right now about, 
you know, grain fed versus grass

290
00:17:39,720 --> 00:17:43,200
finished, you know, what the 
Omega profiles are like, what 

291
00:17:43,200 --> 00:17:46,720
the fatty acid profiles are 
like, what the micronutrients 

292
00:17:46,720 --> 00:17:49,720
are. 
And like all of that is very 

293
00:17:49,720 --> 00:17:52,720
important. 
But to be honest with you, I've 

294
00:17:52,720 --> 00:17:57,800
veered away from buying all of 
my meat at conventional grocery 

295
00:17:57,800 --> 00:18:01,560
stores simply because I don't 
want to support the model that 

296
00:18:01,560 --> 00:18:06,640
exists because of it. 
Like viewing meat, viewing beef 

297
00:18:06,640 --> 00:18:10,400
as this commodity system, that's
not going to be good for the 

298
00:18:10,400 --> 00:18:11,880
livestock. 
It's not going to be good for 

299
00:18:11,880 --> 00:18:13,120
the farmers. 
It's not going to be good for 

300
00:18:13,120 --> 00:18:15,160
the environment. 
Like, it's just a bad system 

301
00:18:15,160 --> 00:18:18,640
through and through. 
And since then, I mean, I've 

302
00:18:18,640 --> 00:18:22,600
really like, I've found a local 
producer for my chicken, for my 

303
00:18:22,600 --> 00:18:26,960
pig, for my beef, for my lamb. 
I just picked up several lamb 

304
00:18:26,960 --> 00:18:29,200
two days ago from a local 
farmer. 

305
00:18:29,800 --> 00:18:32,920
I'm doing a lot of. 
I'm getting my own lamb to raise

306
00:18:32,920 --> 00:18:34,920
in a couple weeks. 
We've got our own cheese, like 

307
00:18:35,720 --> 00:18:38,640
we're doing everything in house 
with that now, too. 

308
00:18:39,040 --> 00:18:40,680
And I feel so much. 
Better about it. 

309
00:18:40,680 --> 00:18:42,800
Yes, I'm getting the better 
quality nutrition. 

310
00:18:43,040 --> 00:18:46,720
Yes, I'm I'm taking more of an 
active role in the whole life 

311
00:18:46,720 --> 00:18:50,720
cycle process. 
But I'm also not voting with my 

312
00:18:50,720 --> 00:18:55,240
dollar to support the commodity 
food system, which is just 

313
00:18:55,240 --> 00:18:56,960
horrendous. 
And I was listening to a podcast

314
00:18:56,960 --> 00:18:59,520
the other day, I forget which 
one it was. 

315
00:18:59,520 --> 00:19:01,280
It may have been the one with 
Will Harris on Rogan or 

316
00:19:01,280 --> 00:19:02,880
something like that. 
But they're talking about how 

317
00:19:03,440 --> 00:19:10,000
the percentage that we used to 
spend on our groceries was about

318
00:19:10,000 --> 00:19:15,480
25% of our, you know, income as 
a as a American family, for 

319
00:19:15,480 --> 00:19:17,880
instance. 
And that has since dropped down 

320
00:19:17,880 --> 00:19:22,200
to less than 15%, which at first
glance seems like a positive. 

321
00:19:22,480 --> 00:19:26,360
Oh, I'm saving money, but you 
should not be able to go to the 

322
00:19:26,360 --> 00:19:29,080
grocery store and buy a whole 
chicken for $2.00. 

323
00:19:29,080 --> 00:19:32,800
Like that should not happen. 
Because if you are doing, then 

324
00:19:33,360 --> 00:19:37,480
there is, there is a a short 
circuit in the system somewhere 

325
00:19:37,800 --> 00:19:42,120
and it's likely coming at the 
loss of the local farmers, you 

326
00:19:42,120 --> 00:19:45,680
know, ability to support their 
family, the quality of life for 

327
00:19:45,680 --> 00:19:48,880
the animal. 
Like we should be proud to spend

328
00:19:48,880 --> 00:19:52,680
more on quality food knowing 
that it's supporting a better 

329
00:19:52,680 --> 00:19:56,280
system in and of itself. 
And I don't say that to, you 

330
00:19:56,280 --> 00:19:59,760
know, be little or, you know, 
guilt trip people that don't 

331
00:19:59,760 --> 00:20:03,520
have the financial means. 
But at the same time, if you 

332
00:20:03,520 --> 00:20:06,440
have a hard time spending a 
little bit extra for your 

333
00:20:06,440 --> 00:20:10,280
chicken, but you don't bat an 
eye at spending twice that 

334
00:20:10,400 --> 00:20:14,000
amount on shots at the local bar
or a flat screen TV. 

335
00:20:14,360 --> 00:20:17,560
I would say that your priorities
are likely needing to be tweaked

336
00:20:17,560 --> 00:20:20,560
around and adjusted before 
before anything else. 

337
00:20:21,360 --> 00:20:25,520
Exactly, exactly. 
And the conventional beef model 

338
00:20:25,520 --> 00:20:29,680
it, it's a race to the bottom 
like any kind of commodity. 

339
00:20:30,320 --> 00:20:35,760
It it's it's a really 
interesting phenomenon like the 

340
00:20:35,760 --> 00:20:38,960
kind of things that they need to
do in order to make their bottom

341
00:20:38,960 --> 00:20:42,800
line. 
It's it's really eroding the 

342
00:20:42,800 --> 00:20:45,840
very foundations of the business
they're participating in. 

343
00:20:45,840 --> 00:20:49,360
Like the ranchers are really 
losing in this scenario. 

344
00:20:50,280 --> 00:20:53,960
They get less and less for all 
of their hard work creating food

345
00:20:53,960 --> 00:20:58,400
for everybody. 
And so if they're losing, if the

346
00:20:58,400 --> 00:21:02,880
bound, if the foundation of this
system is eroding away and it 

347
00:21:02,880 --> 00:21:06,680
just gets more and more 
exploitative, you know, $2.00 

348
00:21:06,680 --> 00:21:10,680
for a chicken, it's wrong on so 
many different levels. 

349
00:21:11,040 --> 00:21:15,800
But if you take into account 
inflation, that chicken is in 

350
00:21:15,800 --> 00:21:20,640
yesterday's dollars less than a 
buck, You know, So if you start 

351
00:21:20,640 --> 00:21:25,240
to take into effect that our 
dollars are worthless because of

352
00:21:25,240 --> 00:21:30,720
monetary policy, it's like that 
that chicken is almost free, and

353
00:21:30,720 --> 00:21:32,960
it's almost free because it's 
mostly water. 

354
00:21:33,840 --> 00:21:39,920
They're literally pumping water 
into this nutrient devoid source

355
00:21:39,920 --> 00:21:42,200
of protein. 
It doesn't have any of the 

356
00:21:42,200 --> 00:21:44,320
minerals or the vitamins that 
you you need. 

357
00:21:44,640 --> 00:21:47,280
Might have the protein but it's 
going to be extremely low 

358
00:21:47,280 --> 00:21:53,120
quality and so and it's putting 
the it's a it's a bunch of de 

359
00:21:53,160 --> 00:21:58,600
beaked fat sick chickens who you
know are stacked right on top of

360
00:21:58,600 --> 00:22:01,080
each other going to the bathroom
right on top of each other in 

361
00:22:01,080 --> 00:22:04,320
like the the most disgusting way
possible. 

362
00:22:04,680 --> 00:22:08,160
It's like, and the farmer can't 
pay his bills. 

363
00:22:08,520 --> 00:22:11,440
You know, the person raising 
those chickens stacked together 

364
00:22:11,440 --> 00:22:15,760
in a giant warehouse can't, 
can't afford to buy feed. 

365
00:22:16,640 --> 00:22:19,640
They're going out of business in
this horror show that's only 

366
00:22:19,640 --> 00:22:25,280
really benefiting the processor.
The same processor who in a 

367
00:22:25,280 --> 00:22:27,640
moment's notice is closing 
plants. 

368
00:22:29,320 --> 00:22:31,440
I think it was Tyson. 
He just closed like several 

369
00:22:31,440 --> 00:22:35,720
different plants just last year,
some in Missouri. 

370
00:22:36,440 --> 00:22:39,440
And so they're they're closing 
plants because it's not 

371
00:22:40,080 --> 00:22:44,520
economical and they're investing
in plant based meats and bugs. 

372
00:22:45,200 --> 00:22:49,560
So you look at these industry 
wide moves, it's kind of like 

373
00:22:49,560 --> 00:22:54,440
the cigarette companies 
investing in vapes, you know and

374
00:22:54,440 --> 00:22:58,480
so if these processors are 
investing in plant based meats, 

375
00:22:58,840 --> 00:23:03,200
they don't have any faith in the
commodity beef or commodity 

376
00:23:03,200 --> 00:23:05,720
chicken. 
It's like these industries are 

377
00:23:05,720 --> 00:23:08,800
dying. 
They're horrible, they're bad 

378
00:23:08,800 --> 00:23:12,320
for the planet, bad for your 
health, bad for the ranchers and

379
00:23:12,320 --> 00:23:16,080
farmers. 
So it's like it's kind of 

380
00:23:16,080 --> 00:23:19,720
tilting the scales towards this 
regenerative agriculture, you 

381
00:23:19,720 --> 00:23:23,640
know, for not only the people 
but also for your health and 

382
00:23:23,640 --> 00:23:26,160
also for the sustainability of 
the business model. 

383
00:23:26,560 --> 00:23:28,680
Yeah, totally, man. 
And like I said, I don't ever 

384
00:23:28,720 --> 00:23:32,240
want to you know play the 
self-righteous card or come 

385
00:23:32,240 --> 00:23:35,160
across as holier than thou. 
But I mean if you know better, 

386
00:23:35,160 --> 00:23:40,040
do better and vote with your 
dollar and do what you can. 

387
00:23:40,040 --> 00:23:42,400
I don't expect everybody to go 
out and get lambs and their own 

388
00:23:42,400 --> 00:23:46,160
chickens and homestead I I have 
that opportunity because I have 

389
00:23:46,160 --> 00:23:48,680
some land to do that on and I'm 
excited to do it. 

390
00:23:49,080 --> 00:23:52,600
But if you're living in a high 
rise apartment in New York then 

391
00:23:52,600 --> 00:23:55,600
simply order your meat from 
somewhere that is doing things 

392
00:23:55,600 --> 00:23:58,560
the right way. 
Allocate your resources such 

393
00:23:58,560 --> 00:24:02,720
that that's where a reasonable 
percentage of your funds go. 

394
00:24:02,840 --> 00:24:05,560
Because, I mean, you think about
it like what you eat every 

395
00:24:05,560 --> 00:24:07,640
single day compounded over a 
lifetime like that. 

396
00:24:07,640 --> 00:24:10,040
You can't, you can't afford to 
skimp on that. 

397
00:24:10,480 --> 00:24:15,160
And a lot of people just don't 
know what how big of an impact 

398
00:24:15,160 --> 00:24:17,920
what they consume on a daily 
basis has on them until it's too

399
00:24:17,920 --> 00:24:21,040
late. 
But, but it Yeah man, anybody 

400
00:24:21,040 --> 00:24:23,840
listen to this Like I would just
really encourage you to you know

401
00:24:23,840 --> 00:24:26,920
listen to the podcast, read the 
resources, get the books, listen

402
00:24:26,920 --> 00:24:29,600
to the audiobooks that really 
kind of peel the curtain back on

403
00:24:30,120 --> 00:24:33,800
the commodity beef and just 
poultry pork system. 

404
00:24:34,320 --> 00:24:38,800
And then act against it. 
Because that is probably one of 

405
00:24:38,800 --> 00:24:43,200
the single best things anybody 
can do to put the to move the 

406
00:24:43,200 --> 00:24:45,520
needle in the right direction 
for not only their own health 

407
00:24:46,080 --> 00:24:51,840
but the the sustainability of 
the environment and the economy.

408
00:24:52,200 --> 00:24:55,840
Because like that is a system 
that can scale, that can grow 

409
00:24:55,840 --> 00:24:59,280
and that can truly benefit much 
more than just yourself. 

410
00:24:59,280 --> 00:25:01,720
Whereas like if you start, you 
know, spend your money at these 

411
00:25:01,720 --> 00:25:07,120
fast food grocery stores and 
honestly even like all the green

412
00:25:07,120 --> 00:25:11,480
washing that's going on in like 
a lot of these more well known 

413
00:25:11,480 --> 00:25:15,280
and less supposedly bad, you 
know, conventional grocery 

414
00:25:15,280 --> 00:25:18,880
stores like the Kroger's and the
Fred Meyer's and the Walmart's 

415
00:25:18,880 --> 00:25:22,360
and the Natural Grocers and 
Whole Foods to some extent, like

416
00:25:23,160 --> 00:25:26,720
really know where your food 
comes from and make that a 

417
00:25:26,800 --> 00:25:28,920
significant priority in your 
life. 

418
00:25:29,280 --> 00:25:32,160
Like that would be key. 
Well, yeah. 

419
00:25:32,160 --> 00:25:35,880
And it's like your savage Creed.
I mean, I've, I bought your 

420
00:25:35,880 --> 00:25:38,880
shirt or actually, no, you 
wouldn't let me buy it. 

421
00:25:38,920 --> 00:25:42,000
You gave me the shirt. 
But I wanted it because the 

422
00:25:42,000 --> 00:25:46,000
Creed is like it's my 
responsibility to live my life 

423
00:25:46,000 --> 00:25:49,280
to the fullest potential, you 
know, that's the heart and soul 

424
00:25:49,280 --> 00:25:54,160
of that it of that lifestyle. 
And it's like you said, it's all

425
00:25:54,160 --> 00:25:59,840
about those priorities. 
Like you, we've de prioritized 

426
00:25:59,840 --> 00:26:02,960
our health and Wellness to a 
horrible degree. 

427
00:26:03,600 --> 00:26:07,960
And whether it's military 
rations or just general person 

428
00:26:07,960 --> 00:26:13,200
living their life, it's like 
everybody has de prioritized the

429
00:26:13,200 --> 00:26:16,760
health and Wellness of the one 
and only body they get to live 

430
00:26:16,880 --> 00:26:21,280
life in. 
It's like you know you are more 

431
00:26:21,280 --> 00:26:24,560
valuable than that. 
You know the systems that 

432
00:26:24,560 --> 00:26:28,360
support real food are more 
valuable that people who are 

433
00:26:28,360 --> 00:26:32,760
trying to make unadulterated on 
the go products like yourself 

434
00:26:32,760 --> 00:26:37,360
and many others are are 
investing in the community who 

435
00:26:37,360 --> 00:26:39,840
want to know what they're 
putting in their bodies. 

436
00:26:40,000 --> 00:26:45,040
It's like you have a 
responsibility to take ownership

437
00:26:45,040 --> 00:26:46,760
of that and to do something 
about it. 

438
00:26:46,760 --> 00:26:50,040
And I think that you know you 
and I are are kind of in 

439
00:26:50,040 --> 00:26:53,920
alignment on that that that's 
why we do what we do. 

440
00:26:53,920 --> 00:26:59,200
We do things the hard right way 
so that we can get results that 

441
00:26:59,200 --> 00:27:03,040
are are not typical, because the
typical results are just this 

442
00:27:03,040 --> 00:27:08,280
soulless, lifeless, slow eroding
of everything that we value. 

443
00:27:09,080 --> 00:27:11,080
Yeah, no, we're totally in 
alignment, man. 

444
00:27:11,080 --> 00:27:11,320
That's. 
Why? 

445
00:27:11,320 --> 00:27:13,560
I was excited to get you back on
the podcast and chat with you. 

446
00:27:14,920 --> 00:27:16,840
So let's peel the curtain back 
on your business. 

447
00:27:17,160 --> 00:27:19,520
And I don't want to disclose any
trade secrets here, so if 

448
00:27:19,560 --> 00:27:21,320
there's anything you don't want 
to talk about, by all means. 

449
00:27:21,320 --> 00:27:23,840
So we'll deflect the question of
the conversation. 

450
00:27:25,000 --> 00:27:30,240
But your bar, So the carnivore 
bar, it's got several different 

451
00:27:30,480 --> 00:27:33,760
iterations of it now. 
The original is just simply beef

452
00:27:34,160 --> 00:27:36,560
and salt and tallow, and then 
you've since come out with the 

453
00:27:36,560 --> 00:27:38,400
one with honey. 
And then I know you've done a 

454
00:27:38,400 --> 00:27:41,240
collab with pluck seasoning as 
well. 

455
00:27:41,240 --> 00:27:43,440
I had him on the podcasting in 
here not too long ago. 

456
00:27:44,200 --> 00:27:46,480
Oh yeah. 
James is great his seasoning, 

457
00:27:46,480 --> 00:27:48,640
which is an organ blend 
seasoning, which is delicious. 

458
00:27:48,680 --> 00:27:52,280
I use it on everything. 
Yeah, it's really, it's really 

459
00:27:52,280 --> 00:27:55,880
convenient and he's done the 
kind of the hard work of the R&D

460
00:27:55,880 --> 00:27:59,960
of getting the spice spices to 
to cover the organ taste. 

461
00:27:59,960 --> 00:28:05,080
So when we were first R&D ING 
the carnivore bar, you know, the

462
00:28:05,080 --> 00:28:09,440
idea is everything you need to 
survive in one single bar. 

463
00:28:09,960 --> 00:28:14,080
You're using the highest quality
protein that we could find, 

464
00:28:14,080 --> 00:28:17,360
grass fed, grass fitness 
regeneratively raised as all the

465
00:28:17,360 --> 00:28:20,600
micronutrients, you know, Omega 
threes, things like that. 

466
00:28:20,680 --> 00:28:25,080
But you know, people were always
saying, well what about organs, 

467
00:28:25,080 --> 00:28:26,720
what about liver, what about 
heart? 

468
00:28:26,720 --> 00:28:30,160
What about, you know, Coq 10 or 
copper or zinc, methionine, 

469
00:28:30,160 --> 00:28:34,880
glycine, you know, all these 
different ratios and if you 

470
00:28:34,880 --> 00:28:38,000
added organs, you know, we'd 
have all our bases covered. 

471
00:28:38,160 --> 00:28:43,320
But when we added it to the 
plain zero carb bar, man, it was

472
00:28:43,320 --> 00:28:46,880
really, really gamey. 
It was, it was gamey even for 

473
00:28:46,880 --> 00:28:54,480
me, like pungent, like wet, wet 
dog soccer shoes kind of smell. 

474
00:28:54,480 --> 00:28:59,600
And it's like when you dry 
something, when you dry meat or 

475
00:28:59,600 --> 00:29:02,880
any kind of animal product, you 
really concentrate the flavor. 

476
00:29:03,280 --> 00:29:07,600
So one of the reasons that we 
went with Joyce Farms in North 

477
00:29:07,600 --> 00:29:10,280
Carolina is because they had a 
program that was big enough to 

478
00:29:10,280 --> 00:29:15,640
scale and they have a genetics, 
the heritage version of the 

479
00:29:15,640 --> 00:29:19,520
Aberdeen Angus that just does so
much better on grass and it 

480
00:29:19,520 --> 00:29:23,000
tastes really, really great even
when dried. 

481
00:29:23,560 --> 00:29:29,600
So everybody that's doing grass,
fed grass finished animals that 

482
00:29:29,600 --> 00:29:33,160
weren't designed to thrive on 
grass, like they're really at a 

483
00:29:33,160 --> 00:29:35,440
disadvantage with that gamey 
flavor. 

484
00:29:35,880 --> 00:29:40,080
So when we added organs, we were
kind of undermining all of that 

485
00:29:40,080 --> 00:29:45,480
work without the flavor to kind 
of be covered with spices. 

486
00:29:45,520 --> 00:29:47,840
But pluck kind of has best of 
both worlds. 

487
00:29:47,840 --> 00:29:51,560
If you can do spices, some of my
customers definitely cannot. 

488
00:29:53,960 --> 00:29:55,640
You know, you don't taste any 
organs at all. 

489
00:29:55,960 --> 00:29:59,840
We have a honey barbecue and a 
zesty garlic and all you really 

490
00:29:59,840 --> 00:30:02,760
taste is zesty garlic and the 
and the BBQ. 

491
00:30:03,400 --> 00:30:06,880
So for us, it was kind of a 
match made in heaven. 

492
00:30:07,640 --> 00:30:11,720
If you're doing spices now, 
you're eating nose to tail, you 

493
00:30:11,720 --> 00:30:15,400
got no concerns. 
And with the honey, we went with

494
00:30:15,680 --> 00:30:19,840
a raw honey. 
It's giant pain in the butt to 

495
00:30:19,840 --> 00:30:23,440
not overheat it and accidentally
cook the honey. 

496
00:30:23,440 --> 00:30:28,400
But it really does taste better 
to have it raw, to have it 

497
00:30:28,400 --> 00:30:31,000
unprocessed, to have it be 
ancestral. 

498
00:30:31,440 --> 00:30:35,080
And so our honey salted is honey
salted bar, which is just our 

499
00:30:35,080 --> 00:30:37,320
regular pemmican with a little 
bit of raw honey. 

500
00:30:37,640 --> 00:30:39,000
It's like one of our best 
sellers. 

501
00:30:39,000 --> 00:30:44,800
It's it's tied between just 
plain and plain plus honey. 

502
00:30:45,720 --> 00:30:49,320
Do y'all. 
This is a tangent here, but I 

503
00:30:49,320 --> 00:30:53,600
used to be a bee farmer when I 
was in middle school, actually 

504
00:30:53,600 --> 00:30:59,040
my brother and I'm kind of by by
design from my dad as a way for 

505
00:30:59,040 --> 00:31:01,280
us to work together and and just
do something unique. 

506
00:31:01,280 --> 00:31:02,400
He's a biologist. 
He's like let's. 

507
00:31:02,400 --> 00:31:05,680
Get some beehives and start, you
know, raising bees. 

508
00:31:05,680 --> 00:31:09,720
So we we did and we had I think 
25 hives at one point. 

509
00:31:09,720 --> 00:31:13,120
We've got much fewer now, but as
I've been getting more into 

510
00:31:13,120 --> 00:31:15,760
homesteading, I'm like I'm going
to bring the bees back and I'm 

511
00:31:15,760 --> 00:31:19,160
going to get some more hives at 
my current location and use that

512
00:31:19,160 --> 00:31:22,480
as a way to populate or 
pollinate rather, you know, all 

513
00:31:22,480 --> 00:31:25,160
the the flora around my. 
Place. 

514
00:31:26,280 --> 00:31:28,440
But I I don't really eat that 
much honey. 

515
00:31:28,440 --> 00:31:33,160
So I've got all this commercial 
equipment for processing honey. 

516
00:31:33,600 --> 00:31:36,800
And I don't consume it, so I 
might just start shipping y'all 

517
00:31:36,800 --> 00:31:38,680
my raw honey if that'd be 
feasible. 

518
00:31:39,640 --> 00:31:42,760
Hey, I mean, we'd be open to it.
I'd love to try it. 

519
00:31:42,880 --> 00:31:44,040
Yeah, yeah. 
That might be. 

520
00:31:44,040 --> 00:31:45,920
That might be something you have
to roll out in the future for 

521
00:31:45,920 --> 00:31:48,720
sure. 
But if you, if you're looking at

522
00:31:48,720 --> 00:31:51,600
things at, you know, from an 
ecology standpoint, it does kind

523
00:31:51,600 --> 00:31:54,120
of make sense. 
If you have a room in it that's 

524
00:31:54,120 --> 00:31:58,320
on the plains and you have all 
this wildflowers and different 

525
00:31:58,320 --> 00:32:02,120
species diversity and perennial 
grasslands actually goes pretty 

526
00:32:02,120 --> 00:32:04,640
well with raising bees. 
Oh, for sure, Yeah. 

527
00:32:04,640 --> 00:32:09,120
I think having bees is one of 
the, you know, a great thing you

528
00:32:09,120 --> 00:32:12,320
can do as a homesteader, as 
someone that's wanting to just 

529
00:32:12,320 --> 00:32:14,840
improve the quality of the land,
the biodiversity, I think it's 

530
00:32:14,840 --> 00:32:18,000
great. 
I just would never consume as 

531
00:32:18,000 --> 00:32:20,120
much honey as I'll have once I. 
Scale that. 

532
00:32:21,560 --> 00:32:24,600
So I need to find a way to to 
offload it and not feel guilty 

533
00:32:24,600 --> 00:32:27,200
about it. 
So yeah, we'll have to touch on 

534
00:32:27,200 --> 00:32:30,000
that at some point in the future
as I get the bees back for sure.

535
00:32:30,640 --> 00:32:33,480
Sure. 
With regards to the businessman,

536
00:32:33,480 --> 00:32:36,600
so you've you've you started out
with a Kickstarter that launched

537
00:32:36,600 --> 00:32:45,360
Win 20/19/2019 and then you got 
the new facility that was what 

538
00:32:45,360 --> 00:32:50,240
two years ago now? 
Yeah, 2021, I guess it's closing

539
00:32:50,240 --> 00:32:51,960
on three. 
Yeah, yeah. 

540
00:32:51,960 --> 00:32:54,840
And the new facility is? 
A game changer for you. 

541
00:32:54,840 --> 00:32:57,800
You got more space to grow. 
You and I kind of both moved 

542
00:32:57,800 --> 00:32:59,600
into our new facilities at about
the same time. 

543
00:32:59,600 --> 00:33:03,320
I think I bought mine in 2020 
and then we had to go through 

544
00:33:03,320 --> 00:33:06,640
this year long renovation 
process and we moved in 2021 as 

545
00:33:06,640 --> 00:33:09,400
well. 
So we both got our facilities up

546
00:33:09,400 --> 00:33:10,800
and running at about the same 
time. 

547
00:33:11,160 --> 00:33:15,040
And when you do things in house 
as we do, there's like, I don't 

548
00:33:15,040 --> 00:33:18,240
know, I just love warehouse 
space, I love commercial kitchen

549
00:33:18,240 --> 00:33:19,960
equipment. 
I love just seeing behind the 

550
00:33:20,040 --> 00:33:22,680
scenes and just figuring out how
things work and how things are 

551
00:33:22,680 --> 00:33:25,800
made, so I definitely got to 
come check out your operation. 

552
00:33:25,800 --> 00:33:27,720
You're obviously more than 
welcome to come check out ours 

553
00:33:27,720 --> 00:33:30,160
at any .0. 
That'd be awesome. 

554
00:33:30,280 --> 00:33:33,800
Yeah man, for sure. 
But with that, like getting a 

555
00:33:33,800 --> 00:33:36,680
new facility, I know from from 
my experience I'm sure same is 

556
00:33:36,680 --> 00:33:38,880
true with you. 
Getting a new facility, getting 

557
00:33:38,880 --> 00:33:43,560
it renovating, getting it up to 
code throughout the 2020-2021 

558
00:33:43,560 --> 00:33:47,360
time frame was likely more 
headaches than you realize you 

559
00:33:47,360 --> 00:33:50,120
signed up for. 
Oh, yeah, it was. 

560
00:33:52,440 --> 00:33:55,080
I'll try not to curse the new 
channel, but it, you know, 

561
00:33:55,680 --> 00:33:58,800
definitely some expletives were 
involved it the supply chain 

562
00:33:58,800 --> 00:34:03,880
stuff was just murder. 
Like, I had pieces of equipment 

563
00:34:03,880 --> 00:34:06,560
that were promised to me that 
were nine months delayed. 

564
00:34:08,520 --> 00:34:12,639
And so, you know, to avoid 
paying rent in two different 

565
00:34:12,639 --> 00:34:16,480
places. 
Yeah, I had a pretty quick move 

566
00:34:16,960 --> 00:34:19,280
and I had to make do with what I
had. 

567
00:34:21,320 --> 00:34:25,560
And so there were a lot of like 
emergency fixes and kind of 

568
00:34:25,560 --> 00:34:30,320
siloing like, OK, well, this 
part of the building is up to 

569
00:34:30,320 --> 00:34:31,760
code. 
Everyone stay out of that part 

570
00:34:31,760 --> 00:34:33,480
of the building. 
We're going to seal that off. 

571
00:34:33,520 --> 00:34:36,440
And it's like this giant 
warehouse. 

572
00:34:38,679 --> 00:34:42,440
I was so lucky to find it. 
It was such a Goldilocks 

573
00:34:42,440 --> 00:34:44,760
facility. 
It had all these freezers 

574
00:34:45,400 --> 00:34:48,120
attached to it. 
They used to do institutional 

575
00:34:48,120 --> 00:34:54,199
food for like nursing homes and 
prisons and stuff like that, 

576
00:34:54,199 --> 00:34:57,520
like contracts. 
So there's this giant hood 

577
00:34:57,520 --> 00:35:02,560
system, there's all this liquid 
propane for cooking, there's 

578
00:35:02,560 --> 00:35:07,160
floor drains and essentially 
what's just a giant metal 

579
00:35:07,160 --> 00:35:11,160
building. 
And so it's like it's got good 

580
00:35:11,160 --> 00:35:13,920
bones. 
It has a lot of the initial 

581
00:35:13,920 --> 00:35:18,920
horrendously expensive upgrades 
I'd need and it has freezer 

582
00:35:18,920 --> 00:35:22,360
space for days. 
And I was like kind of not 

583
00:35:22,360 --> 00:35:25,920
unlike your grocery store, you 
know, it has some of the things 

584
00:35:25,920 --> 00:35:31,280
you actually needed, but like if
you were building from scratch, 

585
00:35:32,000 --> 00:35:35,200
like it would have been millions
and millions of dollars. 

586
00:35:35,200 --> 00:35:40,160
So I I just kind of got really, 
really blessed, really, really 

587
00:35:40,160 --> 00:35:45,520
lucky and put a lot of sweat 
equity into that move and we got

588
00:35:45,520 --> 00:35:47,280
it done. 
I love it, man. 

589
00:35:47,360 --> 00:35:49,640
It's it's always great when 
things come together, but it's 

590
00:35:49,640 --> 00:35:53,120
never an overnight success and 
it doesn't ever happen without a

591
00:35:53,120 --> 00:35:54,960
ton of headaches and sleepless 
nights. 

592
00:35:54,960 --> 00:35:58,440
I mean, when we moved into ours,
our we didn't want to, you know,

593
00:35:58,440 --> 00:36:01,120
be paying lease on two buildings
as well. 

594
00:36:01,560 --> 00:36:04,880
And we had everything time. 
But I told my renovation 

595
00:36:04,880 --> 00:36:07,320
contractor what time we need to 
be up and running by. 

596
00:36:07,720 --> 00:36:12,240
He went like 50% over budget and
he was several months behind, 

597
00:36:12,520 --> 00:36:15,480
but we'd already moved out of 
our place, so for several months

598
00:36:15,720 --> 00:36:17,840
we couldn't produce any new 
product. 

599
00:36:17,960 --> 00:36:21,120
I've got my employees I'm trying
to continue to pay, you know, so

600
00:36:21,160 --> 00:36:24,160
that their livelihood is met 
because they moved up with me. 

601
00:36:25,280 --> 00:36:29,280
So I'm literally paying them to 
like lay baseboard trim and nail

602
00:36:29,280 --> 00:36:33,120
studs in the wall and do 
contract work while we're trying

603
00:36:33,120 --> 00:36:35,880
to help these contractors get 
things back on schedule. 

604
00:36:37,040 --> 00:36:38,840
So yeah, it was brutal. 
There was, there was sometimes 

605
00:36:38,840 --> 00:36:40,680
during that window where it's 
like, I don't know if we're 

606
00:36:40,680 --> 00:36:44,080
going to be able to make through
it because cash flow is not 

607
00:36:44,080 --> 00:36:48,040
there and expenses are ramped up
higher than ever. 

608
00:36:48,040 --> 00:36:51,320
But we did. 
And I feel like if anybody has a

609
00:36:51,320 --> 00:36:53,600
business that they've 
bootstrapped and grown 

610
00:36:53,600 --> 00:36:56,160
organically and they did 
something crazy like move 

611
00:36:56,160 --> 00:36:59,880
locations during that time 
frame, then you're freaking born

612
00:36:59,880 --> 00:37:02,720
out of the flames and you're 
just hardened, man, battle 

613
00:37:02,720 --> 00:37:05,760
tested. 
Absolutely, absolutely. 

614
00:37:05,760 --> 00:37:10,520
And it it's those creative 
things like playing baseboard, 

615
00:37:10,520 --> 00:37:15,600
it's like you you really, you 
really learn who your employees 

616
00:37:15,600 --> 00:37:19,240
are, your your rock stars and 
and they're worth their weight 

617
00:37:19,240 --> 00:37:24,040
and goal. 
Like for me, that's been a real 

618
00:37:24,800 --> 00:37:29,080
headache, but also a proving 
ground through adversity, 

619
00:37:29,080 --> 00:37:33,560
through, you know, adverse 
conditions, delays, setbacks, 

620
00:37:35,400 --> 00:37:38,080
needing my employees to do 
things that were definitely not 

621
00:37:38,080 --> 00:37:42,920
on the job description and and 
seeing who you know really had 

622
00:37:42,920 --> 00:37:46,600
your back because those 
employees are worth investing 

623
00:37:46,600 --> 00:37:49,840
every penny you have into. 
Yeah, 100%, man. 

624
00:37:49,840 --> 00:37:53,240
I've been blessed with amazing 
employees. 

625
00:37:53,240 --> 00:37:55,600
We've got one that's coming up 
on being with us for five years 

626
00:37:55,600 --> 00:37:57,360
now. 
So he started with us, you know,

627
00:37:57,360 --> 00:38:00,440
not long after we had started, 
which is just awesome. 

628
00:38:00,440 --> 00:38:03,600
I'm super proud to have. 
We've had some that we're not 

629
00:38:03,960 --> 00:38:06,320
worth a darn. 
You kind of learn. 

630
00:38:06,320 --> 00:38:08,720
A lot. 
As a business owner there too 

631
00:38:09,120 --> 00:38:11,640
and it's it's funny man. 
Like when you own the company, 

632
00:38:12,240 --> 00:38:15,080
you know it's always your fault.
Like you can't ever point the 

633
00:38:15,080 --> 00:38:16,600
finger. 
You have to have this jocko 

634
00:38:16,600 --> 00:38:20,560
extreme ownership mentality and 
I've fully and completely 

635
00:38:20,560 --> 00:38:22,720
adopted that. 
I'm always reading leadership 

636
00:38:22,720 --> 00:38:25,360
and business books and self 
development books to try and be 

637
00:38:25,360 --> 00:38:29,400
the best leader I can for my. 
Crew and I take everything. 

638
00:38:30,160 --> 00:38:32,720
Person like if if they don't 
work out, I assume it's my 

639
00:38:32,720 --> 00:38:34,360
fault. 
And one of the hardest things 

640
00:38:34,360 --> 00:38:39,400
that I've learned in business is
to recognize that it is always 

641
00:38:39,400 --> 00:38:43,680
your fault. 
But when it comes to personnel, 

642
00:38:44,320 --> 00:38:46,400
some people you can't help, 
people that don't want to be 

643
00:38:46,400 --> 00:38:48,280
helped. 
And you can't always motivate 

644
00:38:48,280 --> 00:38:52,200
people to be better and have a 
good work ethic and to, you 

645
00:38:52,200 --> 00:38:55,400
know, have a a long term vision 
like some people are just simply

646
00:38:55,400 --> 00:39:00,200
there for the paycheck. 
And that becomes evident 

647
00:39:00,400 --> 00:39:02,520
relatively quick. 
And you can kind of decide if 

648
00:39:02,520 --> 00:39:06,120
you want that type of person in 
your inner circle or not. 

649
00:39:06,160 --> 00:39:09,760
But you know, teasing out what 
you have control over as the 

650
00:39:09,760 --> 00:39:13,360
company owner and leader versus 
what is just simply innate 

651
00:39:13,360 --> 00:39:18,360
personality types that you can't
control, that's been a challenge

652
00:39:18,360 --> 00:39:20,800
for sure. 
Oh, totally. 

653
00:39:20,880 --> 00:39:24,720
I mean this last year has been a
huge year of growth for me. 

654
00:39:24,720 --> 00:39:28,920
I've had to fire a lot of people
and it's it's devastated me 

655
00:39:28,920 --> 00:39:34,240
because this last August I tried
to lower my prices because I 

656
00:39:34,240 --> 00:39:39,200
just felt like they were really 
high but my overhead is is 

657
00:39:39,200 --> 00:39:43,360
catastrophic. 
So I'm not making any money, 

658
00:39:43,360 --> 00:39:46,400
losing money hand over fist to 
make this thing that I love and 

659
00:39:46,400 --> 00:39:50,040
believe in. 
And you know, having people who 

660
00:39:50,040 --> 00:39:55,120
are not really on the team is 
such a life stealing force. 

661
00:39:56,480 --> 00:39:58,440
I just, I just couldn't tolerate
it. 

662
00:39:59,080 --> 00:40:03,520
And the idea that you can't 
save, you know, you can't save 

663
00:40:03,520 --> 00:40:08,960
people it that kind of bucks the
face of, like, why I created the

664
00:40:08,960 --> 00:40:12,560
product I wanted this my, you 
know, the carnivore bar to be. 

665
00:40:13,320 --> 00:40:17,600
Like a cheap, affordable, ultra 
clean, ultra shelf stable, have 

666
00:40:17,600 --> 00:40:20,480
all the bells and whistles and 
you know, be really, really 

667
00:40:20,480 --> 00:40:24,280
affordable. 
But it's like, well, you can't 

668
00:40:24,280 --> 00:40:26,720
have, if you can't have 
everything, you know what's 

669
00:40:26,720 --> 00:40:29,720
really important to you and I. 
It's kind of been that triage 

670
00:40:29,720 --> 00:40:36,680
moment where quality peerless 
quality is my guiding principle 

671
00:40:36,920 --> 00:40:42,520
and I have to charge what covers
the cost of rent and covers the 

672
00:40:42,520 --> 00:40:45,600
cost of this facility that I've 
got myself in. 

673
00:40:45,600 --> 00:40:48,280
Otherwise I can't continue in 
the business. 

674
00:40:49,160 --> 00:40:52,600
And at the same time, those 
people who are willing to grow 

675
00:40:52,600 --> 00:40:57,000
and learn new skills and develop
and and say, hey, you know, I 

676
00:40:57,000 --> 00:41:00,360
see this is a great opportunity.
I want to be a part of it. 

677
00:41:00,360 --> 00:41:07,120
I want to develop myself. 
That person is worth 10 of the, 

678
00:41:07,120 --> 00:41:09,120
you know, I'm just here for the 
paycheck people. 

679
00:41:09,720 --> 00:41:17,520
Because you could, you could go 
out to, you know, go find a PhD 

680
00:41:17,960 --> 00:41:21,560
who's perfectly suited for what 
you're doing, pay them a 

681
00:41:21,560 --> 00:41:26,040
quarter, $1,000,000 a year. 
Or you can find someone who is 

682
00:41:26,040 --> 00:41:27,880
willing to put in the work to 
grow. 

683
00:41:28,600 --> 00:41:32,840
And for our kind of business 
with, you know, honest pricing 

684
00:41:32,840 --> 00:41:38,320
and very thin margins, because 
of that honesty, you really 

685
00:41:38,320 --> 00:41:40,960
can't afford to pay for an 
industry professional. 

686
00:41:42,440 --> 00:41:45,840
You know, you have to kind of 
find someone who knows what 

687
00:41:45,840 --> 00:41:49,680
they're doing, who's honest, 
hard working and open minded so 

688
00:41:49,680 --> 00:41:52,880
that they're they're willing to 
take ownership of their 

689
00:41:52,880 --> 00:41:55,920
mistakes. 
Like ultimately, yeah, it is all

690
00:41:55,920 --> 00:41:58,880
your fault, good, bad, ugly, 
everything in between. 

691
00:41:59,280 --> 00:42:04,200
I believe that Jocko mentality 
to be 100% correct, but 

692
00:42:04,200 --> 00:42:06,560
sometimes that comes down to the
hiring process. 

693
00:42:06,800 --> 00:42:09,360
It's like I should have seen the
warning signs. 

694
00:42:09,400 --> 00:42:13,400
I should have noticed that how 
they responded to this 

695
00:42:13,720 --> 00:42:18,200
corrective feedback was was a 
warning sign and I just ignored 

696
00:42:18,200 --> 00:42:22,960
it because I was too busy or was
distracted or I wasn't taking 

697
00:42:22,960 --> 00:42:26,160
responsibility. 
You know it is my fault, but 

698
00:42:26,160 --> 00:42:30,000
like finding those people who 
want to grow with you and want 

699
00:42:30,000 --> 00:42:36,040
to develop into the PhD level 
quality from a position of maybe

700
00:42:36,040 --> 00:42:39,840
no degree at all like that is 
the diamond and they're off. 

701
00:42:39,840 --> 00:42:42,680
Like that's the that's the Gold 
Star you need. 

702
00:42:42,680 --> 00:42:48,320
You need someone who can become 
more valuable over time as your 

703
00:42:48,320 --> 00:42:52,280
company grows and that person 
you know finding those people 

704
00:42:52,280 --> 00:42:55,200
is, is make or break. 
Yeah, and having the people with

705
00:42:55,200 --> 00:42:57,200
the right, I mean, they might 
have all the skills in the 

706
00:42:57,200 --> 00:42:58,720
world, but they don't. 
If they don't have the right 

707
00:42:58,720 --> 00:43:01,120
attitude, that's that's no good 
either. 

708
00:43:01,120 --> 00:43:04,680
I mean, especially when you've 
got a small team, like we've got

709
00:43:05,840 --> 00:43:08,160
eight of us total, how many is 
on your team? 

710
00:43:09,120 --> 00:43:13,720
So we recently had to downsize 
because of the for mentioned 

711
00:43:13,720 --> 00:43:17,240
pricing snafu, but I think we 
have 5 now. 

712
00:43:17,480 --> 00:43:19,280
Yeah. 
So when you've got a team that's

713
00:43:19,280 --> 00:43:22,680
under 10, people especially like
you and I both have, like if 

714
00:43:22,680 --> 00:43:27,200
you've got one with a rank 
attitude, it's going to fester 

715
00:43:27,200 --> 00:43:29,240
amongst everybody. 
So finding people with the right

716
00:43:29,240 --> 00:43:33,040
attitude, like they may not have
the skills, they may not have 

717
00:43:33,040 --> 00:43:35,040
the the know how, but I can 
teach that. 

718
00:43:35,040 --> 00:43:39,320
I can train that if you've got a
killer attitude that's positive 

719
00:43:39,320 --> 00:43:41,800
and upbeat and you've got a 
student mentality and you're 

720
00:43:42,200 --> 00:43:45,120
easy to get along with and you 
accept responsibility like I'll 

721
00:43:45,120 --> 00:43:48,200
work with that person all day 
long over the industry expert. 

722
00:43:49,080 --> 00:43:51,480
Exactly. 
And you know, the industry 

723
00:43:51,480 --> 00:43:54,120
experts are all trained to 
adulterate the product. 

724
00:43:54,560 --> 00:43:57,440
Yeah, totally. 
So some of the things that 

725
00:43:57,440 --> 00:43:59,760
they're they're wanting to do 
are just bad for you. 

726
00:44:00,440 --> 00:44:04,920
Like I got refused from a 
research and development product

727
00:44:04,920 --> 00:44:09,160
like Pipeline incubator thing 
because my product was too 

728
00:44:09,160 --> 00:44:12,280
functional. 
It's like I'm not willing to add

729
00:44:12,280 --> 00:44:16,760
any chemical crap to it. 
Yeah and so they wouldn't take, 

730
00:44:16,760 --> 00:44:19,520
they didn't take me, all these 
food scientists, they wouldn't 

731
00:44:19,520 --> 00:44:24,760
help me because I I said right 
off the bat it needs to be 

732
00:44:24,760 --> 00:44:29,920
incredibly shelf stable and I'm 
not adding anything to it And 

733
00:44:30,040 --> 00:44:33,880
they're like that's all they do.
You say you make a a great 

734
00:44:33,880 --> 00:44:38,600
muffin with whole quality 
ingredients, locally sourced, 

735
00:44:39,160 --> 00:44:42,200
and they'll they'll give you, 
they'll print out a sheet of 

736
00:44:42,200 --> 00:44:47,040
chemicals that will closely 
approximate the flavor for one 

737
00:44:47,040 --> 00:44:50,520
100th of the cost. 
It's like, that's the game. 

738
00:44:51,840 --> 00:44:55,680
It's like, yuck, gross, That's 
that's not useful. 

739
00:44:55,680 --> 00:44:57,720
To me, yeah, I'm glad we don't 
play that game. 

740
00:44:58,080 --> 00:45:01,280
No. 
So you mentioned overhead and 

741
00:45:01,280 --> 00:45:02,480
margins. 
I kind of want to touch on that 

742
00:45:02,480 --> 00:45:05,480
because I feel like you and I 
both have a lot in common in 

743
00:45:05,480 --> 00:45:08,480
that realm because a lot of 
people that don't, I mean most 

744
00:45:08,480 --> 00:45:11,360
people don't have any 
understanding of, you know, food

745
00:45:11,360 --> 00:45:15,320
manufacturing, prepackaged goods
like that's unless you're in the

746
00:45:15,320 --> 00:45:17,600
industry, you just don't know. 
You go to the grocery store, you

747
00:45:17,600 --> 00:45:19,480
buy something online, you eat 
it, you don't think twice about 

748
00:45:19,480 --> 00:45:23,160
it. 
You and I have a product that is

749
00:45:23,160 --> 00:45:27,080
expensive and that just is what 
it is. 

750
00:45:27,080 --> 00:45:29,520
Like, you and I are not 
conducting this interview 

751
00:45:29,520 --> 00:45:31,200
sitting on private yachts 
somewhere. 

752
00:45:32,600 --> 00:45:36,280
And you know my product, the 
brick, it's 12 bucks for a 

753
00:45:36,280 --> 00:45:38,720
single brick, which is a lot 
more than a quest bar. 

754
00:45:40,040 --> 00:45:42,880
Now if you break that down, cost
per calorie, ours is actually 

755
00:45:43,320 --> 00:45:45,920
really cost effective because 
it's so high in calories. 

756
00:45:46,560 --> 00:45:49,520
But your product also is not a 
cheap product. 

757
00:45:49,520 --> 00:45:52,960
And there's ways that you and I 
both have integrated like buying

758
00:45:52,960 --> 00:45:54,880
in volume to kind of make the 
numbers work. 

759
00:45:55,160 --> 00:45:58,440
But somebody that is not in the 
know, they just immediately look

760
00:45:58,440 --> 00:46:02,000
at the price tag, the number of,
you know, the single price item 

761
00:46:02,280 --> 00:46:06,320
and then compare that to, you 
know, a Snickers bar or a Quest 

762
00:46:06,320 --> 00:46:11,320
bar or just some generic jerky 
at a gas station they're having.

763
00:46:11,320 --> 00:46:15,600
They have no idea. 
They they just assume that we're

764
00:46:15,600 --> 00:46:17,680
shovelling in this massive 
amount of profit. 

765
00:46:17,680 --> 00:46:23,600
But the the cost of your and my,
I'm assuming my my biggest cost 

766
00:46:23,600 --> 00:46:27,040
is 100% ingredients and then 
followed by payroll cost. 

767
00:46:27,040 --> 00:46:30,960
So those are my two biggest line
items on the balance sheet for 

768
00:46:30,960 --> 00:46:31,920
sure. 
I'm assuming the same is 

769
00:46:31,920 --> 00:46:36,720
probably true with you, but 
ingredients for quality products

770
00:46:37,200 --> 00:46:41,200
are not cheap at all. 
And if you want to have a 

771
00:46:41,200 --> 00:46:45,600
quality nutrition that's in a 
prepackaged formula, if you want

772
00:46:45,600 --> 00:46:47,960
to have quality nutrition, 
whether you're sourcing it from 

773
00:46:47,960 --> 00:46:49,880
a local farm, getting from a 
grocery store or buying it 

774
00:46:49,880 --> 00:46:51,640
online, it's just simply going 
to cost more. 

775
00:46:52,160 --> 00:46:54,280
And that's just the reality of 
it. 

776
00:46:54,280 --> 00:46:56,000
But again, kind of going back to
what we were saying earlier, 

777
00:46:56,000 --> 00:46:57,680
what are you willing to 
prioritize? 

778
00:46:58,080 --> 00:47:02,520
And when you look at what we're 
putting in the product, when we,

779
00:47:02,520 --> 00:47:06,360
when you look at what we're 
spending in these payroll costs,

780
00:47:06,360 --> 00:47:09,640
in these ingredient costs, in 
the overhead costs, you know the

781
00:47:09,640 --> 00:47:14,000
insurance, the facilities 
upkeep, just everything involved

782
00:47:14,000 --> 00:47:19,200
from a a cost standpoint like 
you and I are not making hardly 

783
00:47:19,200 --> 00:47:21,840
anything from margins. 
Like if we were wanting to get 

784
00:47:21,840 --> 00:47:23,920
into this business to make a lot
of money, we would not be doing 

785
00:47:23,920 --> 00:47:26,000
what we're doing now. 
Exactly. 

786
00:47:26,040 --> 00:47:32,440
And there's this horrible, you 
know, kind of distance from 

787
00:47:32,440 --> 00:47:35,520
reality that people have about 
capitalism in general. 

788
00:47:36,760 --> 00:47:39,920
They they don't realize who 
their friends are. 

789
00:47:40,480 --> 00:47:42,320
They don't realize who's 
providing value. 

790
00:47:42,720 --> 00:47:48,160
Like, the Carnivore bar is 
similarly priced for half the 

791
00:47:48,160 --> 00:47:54,160
volume of a keto brick, So you 
know you're providing twice as 

792
00:47:54,160 --> 00:47:58,520
much product for about the same 
price, but you're using really, 

793
00:47:58,520 --> 00:48:03,360
really quality cacao. 
You're using really great 

794
00:48:03,360 --> 00:48:09,200
ingredients, especially with 
the, you know, the nootropics 

795
00:48:09,200 --> 00:48:15,320
with Mark's Steak Shake. 
Like all the different like 

796
00:48:15,760 --> 00:48:19,720
partnership branding, Co 
branding, it's like you're using

797
00:48:19,720 --> 00:48:22,320
like premium ingredients to make
your bricks. 

798
00:48:22,520 --> 00:48:25,960
It's like, so there's there's 
like no margin. 

799
00:48:25,960 --> 00:48:29,000
If not, I'm sure that during 
some of these transitions you 

800
00:48:29,000 --> 00:48:31,120
had negative margins, same as I 
did. 

801
00:48:31,120 --> 00:48:35,200
Yeah, we're losing money. 
You're losing money to provide a

802
00:48:35,200 --> 00:48:39,680
a something that you heartfelt. 
You know you have a belief in 

803
00:48:40,040 --> 00:48:43,680
that you think is going to add 
benefit to people's lives and 

804
00:48:43,680 --> 00:48:45,480
the same is true for the 
carnivore part. 

805
00:48:45,560 --> 00:48:53,440
Like I got funded with my 
Kickstarter $83,000 out of about

806
00:48:53,520 --> 00:48:54,880
10 million. 
I need it. 

807
00:48:57,320 --> 00:49:03,480
So like we have a long way to go
USDA meat plants. 

808
00:49:03,480 --> 00:49:08,720
Like the red tape for meat is, 
you know, at least twice as hard

809
00:49:08,720 --> 00:49:12,680
and at least twice as burdensome
for a small start up company 

810
00:49:13,320 --> 00:49:20,600
like JBS just put in a meat 
plant in my town for $200 

811
00:49:20,600 --> 00:49:27,560
million. 
So like you know that that's the

812
00:49:27,560 --> 00:49:30,960
kind of scale we're talking 
about that little small 

813
00:49:30,960 --> 00:49:32,800
Kickstarter is trying to compete
with. 

814
00:49:32,800 --> 00:49:36,560
It's like, well, I either need 
an investor who's going to drop 

815
00:49:36,560 --> 00:49:40,320
millions and millions of dollars
on a product that, you know, 

816
00:49:40,400 --> 00:49:45,000
hardcore carnivores believe in 
or I kind of have to bake some 

817
00:49:45,000 --> 00:49:49,000
of that like infrastructure 
expense into the cost. 

818
00:49:49,560 --> 00:49:53,240
So as I get bigger, I'll lower 
my cost, you know. 

819
00:49:53,960 --> 00:49:57,160
But there's only going to be so,
so much it's ever, ever going to

820
00:49:57,160 --> 00:49:59,480
lower because of the quality 
ingredients. 

821
00:49:59,480 --> 00:50:03,000
Like, you know, that I'm sure 
the rent on a $10 million 

822
00:50:03,000 --> 00:50:07,040
facility is more than the I'm 
paying now with my can do 

823
00:50:07,040 --> 00:50:12,680
attitude and sweat equity. 
So that's kind of the rub. 

824
00:50:12,680 --> 00:50:16,080
It's like if you want real 
things that have quality, 

825
00:50:16,880 --> 00:50:21,440
understand that you're competing
against adulterated sawdust. 

826
00:50:22,040 --> 00:50:27,560
You know, olive oil, that's 
canola oil with pepper flavor 

827
00:50:27,560 --> 00:50:30,560
added because people can't tell 
the difference. 

828
00:50:30,560 --> 00:50:33,560
It's like you're you're 
competing with lies, 

829
00:50:33,560 --> 00:50:37,080
adulteration, and this 
cheapening of the actual 

830
00:50:37,080 --> 00:50:39,520
materials that everything around
you is made. 

831
00:50:40,000 --> 00:50:43,480
It's like everything's on 
Amazon, everything's ultra 

832
00:50:43,480 --> 00:50:46,240
cheap, You know, don't worry 
about the quality. 

833
00:50:46,240 --> 00:50:50,080
But if you look at the lifetime 
value of how many times you're 

834
00:50:50,080 --> 00:50:54,160
replacing everything that you 
buy it, it's just like there's 

835
00:50:54,160 --> 00:50:59,280
this slow erosion of value. 
And so people really need to 

836
00:50:59,280 --> 00:51:03,960
take seriously the value 
proposition, especially when it 

837
00:51:03,960 --> 00:51:08,520
comes to food you you don't have
replacement parts for the human 

838
00:51:08,520 --> 00:51:10,200
body. 
And I. 

839
00:51:10,200 --> 00:51:11,920
Think so? 
Why wreck it? 

840
00:51:12,240 --> 00:51:15,920
Yeah, 100% man. 
And I think the more transparent

841
00:51:16,200 --> 00:51:17,680
we are with our customers, the 
better. 

842
00:51:17,680 --> 00:51:21,680
Like I, I I can. 
I just feel incredibly grateful.

843
00:51:21,760 --> 00:51:24,840
For the level of. 
Loyalty and respect and 

844
00:51:24,840 --> 00:51:28,880
appreciation that my customer 
base has for the bricks. 

845
00:51:28,880 --> 00:51:31,000
And I'm sure the same is true 
with your customer base for the 

846
00:51:31,320 --> 00:51:35,040
Carnivore Bar, because we've 
we've increased prices twice now

847
00:51:35,040 --> 00:51:38,800
since we launched. 
And it's scary, man. 

848
00:51:38,800 --> 00:51:42,800
Like it's scary to have payroll,
to have overhead, to have cost 

849
00:51:42,800 --> 00:51:46,920
and know that you're about about
to increase cost and not 100% 

850
00:51:46,920 --> 00:51:48,560
guarantee whether people are 
going to keep supporting the 

851
00:51:48,560 --> 00:51:51,920
product or not. 
And both times, I've just been 

852
00:51:51,960 --> 00:51:55,320
incredibly honest and 
transparent and have gotten 

853
00:51:55,320 --> 00:51:59,120
hardly any negative pushback 
whatsoever because people trust 

854
00:51:59,120 --> 00:52:00,600
me. 
They trust you. 

855
00:52:00,600 --> 00:52:02,520
They know that we're not doing 
it for the wrong reasons and it 

856
00:52:02,520 --> 00:52:06,800
just is what it is. 
And it's like you either 

857
00:52:07,160 --> 00:52:11,800
increase cost to make ends meet 
and continue to offer that as an

858
00:52:11,800 --> 00:52:13,960
option for people or you go out 
of business. 

859
00:52:13,960 --> 00:52:15,920
It's literally. 
Very simple, yeah. 

860
00:52:16,360 --> 00:52:19,840
And yeah. 
And it's, it's 100%, it's, it's 

861
00:52:19,840 --> 00:52:22,720
this moment leap of faith when 
you're raising your prices. 

862
00:52:22,720 --> 00:52:26,240
So what we did is we raised our 
prices last year when we're 

863
00:52:26,240 --> 00:52:30,800
selling out chronically and 
we're like, man, I just cannot, 

864
00:52:31,680 --> 00:52:34,960
I can't get the money to get the
equipment to make this product 

865
00:52:34,960 --> 00:52:38,200
at the volume. 
It's going out the door and I'm 

866
00:52:38,200 --> 00:52:41,560
also losing money doing it. 
Got to change something really 

867
00:52:41,560 --> 00:52:44,400
quick. 
We raised our prices and this 

868
00:52:44,400 --> 00:52:47,640
year I felt like we could kind 
of we could go back to where 

869
00:52:47,640 --> 00:52:50,400
they were, but we didn't mean 
our volume. 

870
00:52:51,440 --> 00:52:55,480
So the environment changes, the 
economy changes your marketing 

871
00:52:55,480 --> 00:53:00,320
cycle, it's like so then we had 
to revert back to our prices and

872
00:53:01,360 --> 00:53:06,000
which for me trying to be 
somewhat of integrity, I I 

873
00:53:06,000 --> 00:53:10,440
foolishly did an opt in to my 
subscribers instead of an opt 

874
00:53:10,440 --> 00:53:14,560
out like. 
So, you know, we ended up 

875
00:53:14,560 --> 00:53:17,200
canceling a lot of our 
subscriptions and it hurt. 

876
00:53:17,480 --> 00:53:20,680
It hurt a lot. 
But you know, if we can't meet 

877
00:53:20,680 --> 00:53:25,520
the volume to support an even 
thinner margin, you know, we 

878
00:53:25,520 --> 00:53:29,880
have to just be realistic that, 
you know, maybe we have fewer 

879
00:53:29,880 --> 00:53:33,800
customers, but the people we do 
have really want this product 

880
00:53:33,800 --> 00:53:37,040
and are with us. 
So I agree 100%. 

881
00:53:37,040 --> 00:53:42,840
It is this mixture of like 
horrible frustration and anxiety

882
00:53:43,480 --> 00:53:47,600
and like immense, overwhelming 
gratitude that makes you that 

883
00:53:47,600 --> 00:53:50,920
brings you to tears. 
So it's it's a confusing like, 

884
00:53:50,920 --> 00:53:52,760
well, what do I put out to the 
public? 

885
00:53:53,120 --> 00:53:58,800
I'm feeling chaos, you know. 
But, you know, I think you have 

886
00:53:58,800 --> 00:54:03,440
to lead with the most mature of 
emotion you're feeling and kind 

887
00:54:03,440 --> 00:54:09,360
of lead with that gratitude, 
humility, respect, and and to 

888
00:54:09,360 --> 00:54:11,040
honor them with that 
transparency. 

889
00:54:11,040 --> 00:54:12,760
I think those are the good two 
moves. 

890
00:54:12,920 --> 00:54:14,440
Yeah, you can't go wrong with 
that. 

891
00:54:14,440 --> 00:54:17,440
I mean, if you're if you're 
fully transparent and you're not

892
00:54:17,440 --> 00:54:20,480
how to how to mask? 
Like people see through the 

893
00:54:20,480 --> 00:54:23,920
masks easily and there's so many
companies that are dishonest out

894
00:54:23,920 --> 00:54:26,360
there. 
And if you just simply do what's

895
00:54:26,360 --> 00:54:29,280
right, like we could go out of 
business tomorrow and I would 

896
00:54:29,280 --> 00:54:33,200
hate that, but if we did, I 
would feel very good about 

897
00:54:33,200 --> 00:54:35,520
everything that I've done as a 
business owner. 

898
00:54:35,520 --> 00:54:37,640
Yes, I've made mistakes, yes, 
I've learned things the hard 

899
00:54:37,640 --> 00:54:40,240
way. 
But at the end of the day, I can

900
00:54:40,240 --> 00:54:42,560
go to sleep at night knowing 
that I've maintained my 

901
00:54:42,560 --> 00:54:44,880
integrity throughout this entire
journey. 

902
00:54:44,880 --> 00:54:49,400
And I think you cannot put a 
price on that And I just want to

903
00:54:49,600 --> 00:54:51,640
continue that man. 
Like I don't have any desire to 

904
00:54:51,640 --> 00:54:54,160
deviate from that. 
Like, I would rather live on the

905
00:54:54,160 --> 00:54:58,320
streets again or live in. 
I mean, Crystal and I lived in a

906
00:54:58,320 --> 00:55:00,280
warehouse for three years like 
we were while we were building 

907
00:55:00,280 --> 00:55:03,840
this business up. 
Like, like, I I don't mind going

908
00:55:03,840 --> 00:55:05,560
without. 
I don't mind the sacrifice. 

909
00:55:05,560 --> 00:55:08,920
I fully embrace it. 
But if I ever had to do 

910
00:55:08,920 --> 00:55:11,160
something that would tarnish my 
integrity, I wouldn't do it. 

911
00:55:11,520 --> 00:55:14,640
And like that's just the the 
code that I'm going to live by. 

912
00:55:15,320 --> 00:55:17,680
You're definitely someone I look
up to in the space. 

913
00:55:17,680 --> 00:55:21,800
I I don't know how you did all 
that, especially not at the body

914
00:55:21,800 --> 00:55:25,840
fat percentage that you're at. 
Like, it's just insane, Robert. 

915
00:55:26,640 --> 00:55:28,200
I appreciate it, man, that. 
That's why I like I. 

916
00:55:28,200 --> 00:55:31,560
Love like it's another 
interesting topic or tangent we 

917
00:55:31,560 --> 00:55:34,840
can go on to. 
There's a lot of people that 

918
00:55:34,840 --> 00:55:39,280
have gotten into making a 
product, both digital products, 

919
00:55:39,280 --> 00:55:43,520
coaching products, consumer 
products, food products, and 

920
00:55:43,520 --> 00:55:46,120
they don't stand the test time 
because they get into it for the

921
00:55:46,120 --> 00:55:49,880
wrong reasons. 
You know, like you've been here,

922
00:55:49,880 --> 00:55:52,720
we've been here, we we started 
at about the same time. 

923
00:55:53,120 --> 00:55:56,320
And I just have utmost respect 
for you, what you've done, what 

924
00:55:56,320 --> 00:55:59,840
you're creating. 
And I'm excited to have that 

925
00:55:59,840 --> 00:56:02,280
sense of camaraderie amongst 
people that are doing it right. 

926
00:56:02,280 --> 00:56:05,680
Like, there's this scarcity 
mentality that a lot of people 

927
00:56:05,680 --> 00:56:09,640
that are starting coaching or 
starting, you know, business 

928
00:56:09,640 --> 00:56:14,080
have in which they try to 
belittle other companies or 

929
00:56:14,360 --> 00:56:17,040
throw shade. 
I just don't have time for that.

930
00:56:17,040 --> 00:56:19,840
Like, if you're doing things the
right way, I want to build you 

931
00:56:19,840 --> 00:56:23,440
up because there is 8 billion 
people on this planet and most 

932
00:56:23,440 --> 00:56:26,200
of them are unhealthy. 
So the more people like you and 

933
00:56:26,200 --> 00:56:28,360
I are that are offering a 
quality product for the right 

934
00:56:28,360 --> 00:56:30,920
reasons, like, I want to welcome
you into the space. 

935
00:56:30,920 --> 00:56:32,440
I don't want to have a scarcity 
mindset. 

936
00:56:32,440 --> 00:56:35,200
I want to have one of abundance.
And if there's anything I can do

937
00:56:35,200 --> 00:56:38,120
to help you, I want to do it. 
And that's why I really like 

938
00:56:38,120 --> 00:56:40,640
doing these collaborations like 
I've done with Keto Brains and 

939
00:56:40,640 --> 00:56:45,440
the nootropic icing brick, like 
I've done with Steak Shake and 

940
00:56:45,440 --> 00:56:47,280
Mark Bell's brand, like I've 
known with a few different 

941
00:56:47,280 --> 00:56:49,200
brands. 
And I want to find opportunities

942
00:56:49,200 --> 00:56:52,040
to interact and collaborate with
other companies that are doing 

943
00:56:52,040 --> 00:56:55,920
it right, so that I can have 
this sense of abundance and just

944
00:56:55,920 --> 00:56:57,840
build people up. 
That's what it's all about, man.

945
00:56:58,560 --> 00:57:01,880
I totally agree. 
And and you can kind of like do 

946
00:57:01,880 --> 00:57:03,560
a gut check. 
Like any time there's a new 

947
00:57:03,560 --> 00:57:07,680
product, it's like, man, 
competition just got a little 

948
00:57:07,680 --> 00:57:09,640
harder. 
I'm losing market share. 

949
00:57:10,200 --> 00:57:13,520
But that abundance mindset is 
such a power move. 

950
00:57:14,000 --> 00:57:17,480
Like when you reach out and 
kindness to others in 

951
00:57:17,480 --> 00:57:20,760
encouragement, you're the 
people. 

952
00:57:21,400 --> 00:57:23,760
It really means the world to 
those people. 

953
00:57:24,280 --> 00:57:26,200
And you know you did that for 
me. 

954
00:57:26,200 --> 00:57:29,960
You definitely, you know you had
the kido brick before I had the 

955
00:57:29,960 --> 00:57:36,240
carnivore bar and you know you 
recommended like the Unifiller, 

956
00:57:36,280 --> 00:57:40,160
like the the different ways like
you can handle all this fat and 

957
00:57:40,160 --> 00:57:45,520
like doing it the right way. 
And for me like now we finally 

958
00:57:45,520 --> 00:57:48,800
got it working. 
Like for us putting meat in it 

959
00:57:48,800 --> 00:57:52,640
was was really difficult like it
was constantly clogging. 

960
00:57:52,640 --> 00:57:59,640
But now like that has like a 60%
efficiency Like had you not 

961
00:57:59,640 --> 00:58:05,480
mentioned that, had you not, you
know LED with that, I don't 

962
00:58:05,480 --> 00:58:08,440
think that we would have we 
would have ever fixed our margin

963
00:58:08,560 --> 00:58:12,320
amidst the you know exponential 
increase of cost of meat. 

964
00:58:12,320 --> 00:58:17,000
It's like we needed to find 
better ways to get more 

965
00:58:17,000 --> 00:58:19,880
efficient and like you really 
helped with that. 

966
00:58:19,880 --> 00:58:22,960
So I mean, thank you. 
Yeah, My pleasure, man. 

967
00:58:22,960 --> 00:58:24,960
My pleasure. 
I mean, that's what that's what 

968
00:58:24,960 --> 00:58:26,440
I want to do. 
That's what I I mean, there's 

969
00:58:26,480 --> 00:58:29,160
been so many people that I've 
because people have helped me, 

970
00:58:29,160 --> 00:58:32,120
like like Ross and Cara from F 
Bomb. 

971
00:58:32,120 --> 00:58:37,440
Like, I met them at the first 
Ketocon and I learned about the 

972
00:58:37,440 --> 00:58:40,520
packaging components from him. 
I learned about some of the 

973
00:58:40,520 --> 00:58:42,920
branding from him. 
Like, he totally helped me out. 

974
00:58:43,520 --> 00:58:46,960
And you know, I was able to 
sidestep a bunch of headaches 

975
00:58:46,960 --> 00:58:49,160
because of him because he'd 
already had those headaches. 

976
00:58:49,440 --> 00:58:51,760
So if I can pay it forward and 
do the same thing with you and 

977
00:58:51,760 --> 00:58:53,400
others, that's what I want to 
do. 

978
00:58:53,480 --> 00:58:56,520
I mean, and it's so cool to talk
with you now. 

979
00:58:56,520 --> 00:58:59,280
Hearing that that unifiler 
recommendation was, was a 

980
00:58:59,280 --> 00:59:02,000
positive thing for you because 
it's like it took me no time to 

981
00:59:02,000 --> 00:59:03,920
recommend that. 
Like, I've I had so many 

982
00:59:04,160 --> 00:59:06,040
headaches and sleepless nights 
trying to figure out that 

983
00:59:06,040 --> 00:59:08,000
solution and then it just 
worked. 

984
00:59:08,360 --> 00:59:11,760
So if I can save you the same 
headaches and you can scale up 

985
00:59:11,760 --> 00:59:14,160
more efficiently than freaking, 
rock on, brother. 

986
00:59:14,800 --> 00:59:19,880
Well also too like now with the 
the Bell's brownie batter like 

987
00:59:20,320 --> 00:59:24,040
with the steak shake you got 
organs in that you have really 

988
00:59:24,040 --> 00:59:27,440
high quality protein. 
Us carnivores, you know we're a 

989
00:59:27,440 --> 00:59:31,880
little bit of a protein snob 
family pea protein was was not 

990
00:59:31,880 --> 00:59:35,640
going to work for us but like 
now there's a brick that's 

991
00:59:35,640 --> 00:59:40,600
pretty damn carnivore. 
Like it's completely compliant 

992
00:59:40,600 --> 00:59:45,080
and I can eat it and I do and I 
have no adverse reactions to it 

993
00:59:45,080 --> 00:59:49,680
whatsoever. 
It's extremely high quality 

994
00:59:49,840 --> 00:59:54,120
cacao, which has even more 
stearic acid, which is the most 

995
00:59:54,120 --> 00:59:57,320
saturated fatty acid we talked 
about last podcast that I was 

996
00:59:57,320 --> 01:00:01,400
excited about And the protein 
has zero reaction and I'm 

997
01:00:01,400 --> 01:00:03,880
getting organs all on a all on a
brick. 

998
01:00:05,360 --> 01:00:07,120
Yeah, that's what I want to be 
able to offer man. 

999
01:00:07,120 --> 01:00:10,480
We got some more exciting 
products, exciting flavors in 

1000
01:00:10,480 --> 01:00:15,400
the in the pipeline it's. 
Killer I I like it so you know 

1001
01:00:15,400 --> 01:00:18,840
it is more affordable than the 
carnivore bar and and I'm eating

1002
01:00:18,840 --> 01:00:25,360
it because you know for me like 
it's really if you have cravings

1003
01:00:25,360 --> 01:00:31,080
for non non meat based foods, 
sometimes a lot of carnivores 

1004
01:00:31,080 --> 01:00:33,560
fall into this trap of eating 
too much cheese. 

1005
01:00:33,600 --> 01:00:35,960
Yeah. 
And I'm guilty of that. 

1006
01:00:35,960 --> 01:00:40,720
And cheese just kind of. 
I don't know whether it's mucus 

1007
01:00:40,720 --> 01:00:44,880
or digestibility or the 
pasteurization. 

1008
01:00:44,880 --> 01:00:47,360
Something about cheese just 
doesn't sit well with me. 

1009
01:00:47,960 --> 01:00:50,600
But a brick does. 
Like if I can get off cheese 

1010
01:00:50,600 --> 01:00:55,320
which is more animal based and 
eat a brick with steak shake in 

1011
01:00:55,320 --> 01:00:59,360
it, like I have the best of both
worlds and I'm eating zero carb.

1012
01:01:00,240 --> 01:01:03,480
So it's like it's a really, it's
a really awesome tool and I 

1013
01:01:03,480 --> 01:01:07,680
think the more that we cross 
promote and and help people find

1014
01:01:07,680 --> 01:01:10,240
the solutions that really meet 
them where they are like 

1015
01:01:10,840 --> 01:01:13,480
carnivore. 
Plus Brick is working great for 

1016
01:01:13,480 --> 01:01:15,600
me. 
Yeah, it's pretty much what I've

1017
01:01:15,600 --> 01:01:17,800
done since I invented the 
bricks, man. 

1018
01:01:17,800 --> 01:01:21,400
And it's just it's foolproof. 
Like I eat one full brick a day 

1019
01:01:21,920 --> 01:01:24,520
and a bunch of meat and it hits 
my macros perfectly. 

1020
01:01:24,520 --> 01:01:28,800
I have zero GI issues. 
I got down to sub 4% body fat 

1021
01:01:28,880 --> 01:01:33,320
with a full brick a day. 
I mean like it obviously works 

1022
01:01:33,600 --> 01:01:36,360
and I mean the carnivore diet is
amazing. 

1023
01:01:36,360 --> 01:01:38,920
Like, I've got so many success 
stories from clients that do 

1024
01:01:38,920 --> 01:01:41,760
that my my prep protocol could 
be done with a carnivore 

1025
01:01:41,760 --> 01:01:44,560
approach, no questions asked. 
But a lot of people want a 

1026
01:01:44,560 --> 01:01:48,800
little bit more variety in the 
food texture and flavor and if 

1027
01:01:49,120 --> 01:01:52,120
they're able to achieve that 
with the brick, then more power 

1028
01:01:52,120 --> 01:01:53,960
to it. 
Like, I will never suggest that 

1029
01:01:53,960 --> 01:01:57,280
the brick should be your only 
source of nutrition or is 

1030
01:01:57,280 --> 01:01:58,880
superior to animal based 
products. 

1031
01:01:58,880 --> 01:02:02,000
Like that's just not in my 
that's just not in my wheel. 

1032
01:02:02,000 --> 01:02:06,040
That's not true. 
But in tandem you can kind of 

1033
01:02:06,040 --> 01:02:10,280
get the best of all worlds and 
not have any GI issues and then 

1034
01:02:10,280 --> 01:02:12,560
rock'n'roll with that. 
Like I said, that's what I've 

1035
01:02:12,560 --> 01:02:15,480
been doing for the past six 
years now, so. 

1036
01:02:15,840 --> 01:02:18,520
Absolutely. 
If you're if you're gone a few 

1037
01:02:18,520 --> 01:02:22,040
days, I feel like the carnivore 
bar has an advantage. 

1038
01:02:22,840 --> 01:02:25,360
But if you're trying to lose 
weight, I think honestly if 

1039
01:02:25,360 --> 01:02:27,440
we're being honest, most of us 
are trying to lose weight. 

1040
01:02:27,440 --> 01:02:29,880
I think the brick has an 
advantage in the fatty acid 

1041
01:02:29,880 --> 01:02:37,040
profile 'cause I really like 
this hyper lipid kind of 

1042
01:02:37,040 --> 01:02:41,520
hypothesis to obesity. 
Doctor Michael EADS did a 

1043
01:02:41,520 --> 01:02:45,720
presentation on it, basically 
presenting hyper lipids. 

1044
01:02:45,720 --> 01:02:49,920
It's a blog. 
Their theory that the the 

1045
01:02:49,920 --> 01:02:55,840
stearic acid has that reverse 
oxygen pathway that kind of 

1046
01:02:56,000 --> 01:03:00,600
promotes localized insulin 
resistance. 

1047
01:03:00,680 --> 01:03:02,560
Yeah. 
In the SO itself, yeah. 

1048
01:03:03,040 --> 01:03:08,720
Exactly so the fat cell says 
when you get stearic acid, it 

1049
01:03:08,720 --> 01:03:12,080
says it's done, it's done 
getting fatter, which is exactly

1050
01:03:12,080 --> 01:03:16,720
the key to to unlocking your 
energy so you can use it and 

1051
01:03:16,720 --> 01:03:19,960
stop storing it. 
So the carnivore bar, which has 

1052
01:03:19,960 --> 01:03:24,040
grass finished beef, has more 
stearic acid than grain finished

1053
01:03:24,040 --> 01:03:29,000
beef, but cacao has about twice 
as much stearic acid. 

1054
01:03:29,440 --> 01:03:33,880
So for weight loss specifically 
and and staying lean, I think 

1055
01:03:33,880 --> 01:03:38,080
the brick has that advantage. 
I don't think I'd want to be on 

1056
01:03:38,080 --> 01:03:41,920
a desert island with only 
bricks, but if I could have half

1057
01:03:41,920 --> 01:03:44,120
brick, half carnivore bar I 
think I'd be. 

1058
01:03:44,600 --> 01:03:46,880
I think I'd be in heaven. 
Yeah, 100%, man. 

1059
01:03:46,880 --> 01:03:48,600
I mean, meat and bricks is the 
way to go. 

1060
01:03:48,600 --> 01:03:50,560
And I freaking love the 
carnival. 

1061
01:03:50,560 --> 01:03:54,480
I had one the other day. 
I've had one in my pantry just 

1062
01:03:54,480 --> 01:03:55,960
looking at me throughout my 
whole prep. 

1063
01:03:56,120 --> 01:03:59,240
And then that prep's over. 
I tore into that bad boy and ate

1064
01:03:59,240 --> 01:04:00,920
it. 
And man, it was good. 

1065
01:04:01,880 --> 01:04:03,280
It is good. 
It is good. 

1066
01:04:03,520 --> 01:04:05,400
It, you know and I've been 
really. 

1067
01:04:05,520 --> 01:04:07,080
There's one other brick I've 
tried. 

1068
01:04:08,680 --> 01:04:13,080
I I've done the I can do the way
variants, the way variants. 

1069
01:04:13,560 --> 01:04:16,600
I don't feel quite as good as 
the Steak Shake, but the way 

1070
01:04:16,600 --> 01:04:18,640
variants. 
I really like your seasonal 1, 

1071
01:04:18,640 --> 01:04:20,400
the peppermint. 
Yeah, yeah. 

1072
01:04:21,080 --> 01:04:23,720
That was awesome. 
Very Christmassy, 'cause there's

1073
01:04:23,720 --> 01:04:26,400
no way I'm eating any of the 
crap that my family was eating. 

1074
01:04:26,680 --> 01:04:29,120
Yeah, 100%, man. 
I mean, honestly, I think, you 

1075
01:04:29,120 --> 01:04:33,000
know, so many people that get 
the bricks, like they just want 

1076
01:04:33,000 --> 01:04:35,640
to have that as an option for 
quality nutrition that's on the 

1077
01:04:35,640 --> 01:04:39,360
go easy. 
And like a lot of them will use 

1078
01:04:39,360 --> 01:04:43,840
as a way to kind of bypass or 
sidestep all the junk that's out

1079
01:04:43,840 --> 01:04:47,200
there because you get something 
that tastes, you know, like it. 

1080
01:04:47,360 --> 01:04:48,560
Like the Chocolate Peanut 
Buttercup. 

1081
01:04:48,560 --> 01:04:51,160
Brick is our top seller. 
It does not taste like a Reese's

1082
01:04:51,160 --> 01:04:54,520
Peanut Buttercup, but it tastes 
pretty darn close if your 

1083
01:04:54,520 --> 01:04:56,400
palates adjusted to being on the
phone. 

1084
01:04:56,640 --> 01:04:57,800
Adapted diet. 
I mean it. 

1085
01:04:57,800 --> 01:05:01,320
Like, I just had one a few hours
ago as my brick for the day. 

1086
01:05:01,320 --> 01:05:05,120
And I'm like, man, this thing. 
Like, I don't need to have a 

1087
01:05:05,120 --> 01:05:07,800
Reese's Peanut Buttercup in my 
life because I've got this. 

1088
01:05:09,120 --> 01:05:11,040
As a carnivore, it kind of blew 
me away. 

1089
01:05:11,040 --> 01:05:14,360
Like at first the stevia is a 
little bitter, like 'cause I 

1090
01:05:14,360 --> 01:05:16,400
don't do artificial sweeteners 
either. 

1091
01:05:16,760 --> 01:05:22,600
But like once I got over like 
the first couple bites of the 

1092
01:05:22,600 --> 01:05:24,800
stevia, like it tastes like 
candy to me. 

1093
01:05:24,840 --> 01:05:28,680
Like I'm completely, I haven't 
eaten candy in forever. 

1094
01:05:29,200 --> 01:05:33,120
So you know, being carnivore and
going from carnivore to trying a

1095
01:05:33,200 --> 01:05:37,640
a brick with animal protein in 
it, I'm just like it. 

1096
01:05:37,640 --> 01:05:41,480
It might as well be a Snickers 
because I don't remember what a 

1097
01:05:41,480 --> 01:05:44,880
Snickers taste like and it's 
really, really tasty. 

1098
01:05:44,880 --> 01:05:47,400
And so if you're having cravings
and you're having a hard time 

1099
01:05:47,400 --> 01:05:52,600
staying on the on the boat like,
or eating too much cheese, it's 

1100
01:05:52,600 --> 01:05:54,960
just like this is a great 
solution. 

1101
01:05:55,280 --> 01:05:57,560
Yeah, but you don't get the 
blood sugar response that you 

1102
01:05:57,560 --> 01:06:02,120
would or the continued cravings 
of, like the sweet treats would 

1103
01:06:02,120 --> 01:06:03,920
provide, you know, so. 
Oh no. 

1104
01:06:03,920 --> 01:06:06,360
They wrecked me when I was 
eating trash like that. 

1105
01:06:06,360 --> 01:06:10,000
Like there there'd be little 
like binge cycles. 

1106
01:06:10,800 --> 01:06:14,200
They're just so unhelpful from 
coming back from Afghanistan. 

1107
01:06:14,200 --> 01:06:18,080
Like I'd try to eat healthy and 
then, like, fall off the boat. 

1108
01:06:18,080 --> 01:06:20,800
I'd do paleo before I found 
Keto. 

1109
01:06:20,800 --> 01:06:26,280
Like, I just couldn't, like, hit
my satiation signals correctly. 

1110
01:06:27,480 --> 01:06:30,600
And I think that's where the 
high fat on the go products 

1111
01:06:30,600 --> 01:06:35,160
really shine is like, you know, 
you, you only have so much 

1112
01:06:35,160 --> 01:06:39,840
willpower and if you spend it 
on, you know, trying to walk 

1113
01:06:39,840 --> 01:06:43,560
past, you know, sugary crap that
is going to wreck you. 

1114
01:06:44,120 --> 01:06:46,800
Then when it comes down to, you 
know, doing what you need to do 

1115
01:06:46,800 --> 01:06:48,240
for the day, you're kind of 
spent. 

1116
01:06:48,520 --> 01:06:52,000
It's like you need something 
easy that just hits that signal.

1117
01:06:52,080 --> 01:06:54,520
Then it becomes not a measure of
willpower. 

1118
01:06:54,520 --> 01:06:59,520
It just comes a measure of 
proper planning A. 100% Speaking

1119
01:06:59,520 --> 01:07:04,080
of High Fat Man, there has been 
this big push for like 

1120
01:07:04,080 --> 01:07:08,120
incredibly high protein and low 
fat amongst people in the low 

1121
01:07:08,120 --> 01:07:10,960
carb space, which I find pretty 
interesting. 

1122
01:07:12,040 --> 01:07:14,480
But you and I both have a 
product that has quite a bit of 

1123
01:07:14,480 --> 01:07:17,000
dietary fat. 
And yeah, it's interesting 

1124
01:07:17,000 --> 01:07:20,520
because I see all these people 
that are in our space now 

1125
01:07:20,520 --> 01:07:23,480
advocating for minimal dietary 
fat. 

1126
01:07:23,960 --> 01:07:27,120
And it's like I've done the 
whole high protein, low fat 

1127
01:07:27,120 --> 01:07:28,400
thing. 
Like before I got into Keto, 

1128
01:07:28,400 --> 01:07:29,960
that's what I was doing as a 
bodybuilder. 

1129
01:07:29,960 --> 01:07:33,920
It was super high protein, low 
carb at times, low fat 

1130
01:07:33,920 --> 01:07:36,360
throughout, and it's like if 
you're going the fat adapted 

1131
01:07:36,360 --> 01:07:39,600
approach and you're keto adapted
and you're using fat as your 

1132
01:07:39,600 --> 01:07:43,040
primary fuel source, the last 
thing you want to do is strip 

1133
01:07:43,040 --> 01:07:45,880
your body of all dietary fat. 
Now yes, there is certainly a 

1134
01:07:45,880 --> 01:07:47,880
point at which you can be 
overdoing the fat and the 

1135
01:07:47,880 --> 01:07:51,720
calories, but it's interesting 
to see this this push towards 

1136
01:07:52,200 --> 01:07:55,360
lower fat. 
So I'm glad that you're not 

1137
01:07:55,360 --> 01:07:58,040
making like a 0 fat Carnivore 
bar. 

1138
01:07:59,080 --> 01:08:01,760
Well, yeah, I mean to me that 
was the whole point like if 

1139
01:08:01,760 --> 01:08:03,120
you're going to survive off 
this. 

1140
01:08:03,120 --> 01:08:10,600
So you know my whole thesis is 
Afghanistan day in, day out. 

1141
01:08:10,600 --> 01:08:15,440
I'm eating an MRE and so I need 
to have all the energy 

1142
01:08:15,440 --> 01:08:17,880
requirements, all the vitamin 
requirements, all the fatty 

1143
01:08:17,880 --> 01:08:22,840
acids and keto, you know, fat is
a better fuel. 

1144
01:08:23,399 --> 01:08:28,680
So if I'm if I'm getting you 
know, at least you know my 

1145
01:08:28,680 --> 01:08:34,279
protein requirements, you know 
up into like 3 to 4000 calories 

1146
01:08:34,279 --> 01:08:36,920
a day for a soldier who's being 
very active. 

1147
01:08:39,240 --> 01:08:41,000
You know I need the energy 
component too. 

1148
01:08:41,000 --> 01:08:44,120
Otherwise it's not going to you 
know, I have to marry those two 

1149
01:08:44,120 --> 01:08:47,040
objectives together with an 
energy source. 

1150
01:08:47,560 --> 01:08:50,920
So if you're doing all that 
caloric work and ruck marching, 

1151
01:08:51,160 --> 01:08:55,840
walking around with bullets on 
your back like it is 

1152
01:08:55,840 --> 01:09:00,600
unbelievably heavy, you have 
like 80 lbs of armor on and a 

1153
01:09:00,600 --> 01:09:05,040
backpack full of bullets. 
The AG, the assistant gunner, 

1154
01:09:05,040 --> 01:09:08,240
sits next to the machine gun. 
The guy with the machine gun has

1155
01:09:08,240 --> 01:09:14,080
this ridiculously sized you know
240 that he he's fashioned a a 

1156
01:09:14,080 --> 01:09:18,720
makeshift strap around around 
the and so he's just carrying 

1157
01:09:18,720 --> 01:09:22,080
this unbelievably big gun and 
the other person just has this 

1158
01:09:22,640 --> 01:09:26,760
backpack full of solid metal 
banging around on top of his 

1159
01:09:26,760 --> 01:09:29,200
armor. 
It's like that person is burning

1160
01:09:29,279 --> 01:09:32,640
a lot of calories. 
If if they're not going to be 

1161
01:09:32,640 --> 01:09:36,080
carved, fair enough, they got to
have their energy component from

1162
01:09:36,080 --> 01:09:37,399
somewhere. 
Otherwise they're going to bonk 

1163
01:09:37,399 --> 01:09:38,680
and they're just going to fall 
down. 

1164
01:09:39,200 --> 01:09:41,439
Yeah. 
And protein is not a great 

1165
01:09:41,439 --> 01:09:43,319
source of energy. 
So it's like you're either doing

1166
01:09:43,319 --> 01:09:46,000
carbs or you're doing fat. 
And if you're operating at a 

1167
01:09:46,000 --> 01:09:48,640
lead level, you need to be 
consuming ample dietary fat, and

1168
01:09:48,640 --> 01:09:50,720
that's just allergic to it. 
Absolutely. 

1169
01:09:50,720 --> 01:09:54,400
And the gluconeogenesis, the the
the sugar that your body can 

1170
01:09:54,400 --> 01:09:58,000
make is like 1600 calories a 
day. 

1171
01:09:58,560 --> 01:10:02,560
So that's enough to keep your 
eyes, which are obligate glucose

1172
01:10:02,760 --> 01:10:06,200
and your erythrocytes, your red 
blood cells, you know, on board 

1173
01:10:06,200 --> 01:10:10,360
and going strong because people 
don't realize, like, you know, 

1174
01:10:10,360 --> 01:10:11,960
different cells have different 
roles. 

1175
01:10:12,040 --> 01:10:18,160
If your if your blood cells used
the oxygen that they're 

1176
01:10:18,160 --> 01:10:22,280
transporting, they would deliver
less oxygen, you know, and 

1177
01:10:22,280 --> 01:10:24,520
that's what uses the oxygen. 
It's burning. 

1178
01:10:24,520 --> 01:10:28,320
It's beta oxidation, it's 
burning that fat that your body 

1179
01:10:28,320 --> 01:10:31,560
is designed to burn, all except 
for your red blood cells. 

1180
01:10:32,240 --> 01:10:36,200
They need the glucose because 
they're saving the oxygen for 

1181
01:10:36,200 --> 01:10:38,080
the whole journey. 
They want it. 

1182
01:10:38,080 --> 01:10:41,720
You want your oxygen to make it 
to the very furthest capillaries

1183
01:10:41,720 --> 01:10:45,800
in your body. 
If the erythrocyte was using up 

1184
01:10:45,800 --> 01:10:50,280
that oxygen, it wouldn't make it
and you would you know, we'd 

1185
01:10:50,280 --> 01:10:55,480
have to be a lot more compact. 
So it it's just the biological 

1186
01:10:55,480 --> 01:11:00,400
mechanisms really favor beta 
oxidation through fatty acids. 

1187
01:11:02,240 --> 01:11:06,360
The more saturated, the more 
energy, the more efficient, the 

1188
01:11:06,360 --> 01:11:10,480
more ATP, and the better 
molecular signaling you can get 

1189
01:11:10,480 --> 01:11:14,360
for insulin going where it needs
to go and not where it doesn't. 

1190
01:11:14,840 --> 01:11:21,120
So there's just a lot of reasons
why being fat adapted are are 

1191
01:11:21,120 --> 01:11:25,400
the way forward and and honestly
you are the single like greatest

1192
01:11:25,400 --> 01:11:29,840
example of this success that 
I've that I've seen like the 

1193
01:11:29,840 --> 01:11:35,240
level of performance that you're
able to do while being so low 

1194
01:11:35,680 --> 01:11:40,160
body fat it it clearly shows 
like the metabolic flexibility 

1195
01:11:40,160 --> 01:11:46,400
and fitness there to be able to 
utilize all of those fatty acids

1196
01:11:46,480 --> 01:11:48,880
to to you know productive 
effect. 

1197
01:11:49,360 --> 01:11:52,360
It's not just, you know, who can
be lean. 

1198
01:11:52,360 --> 01:11:56,920
It's like who can be lean and 
functional and kick butt and 

1199
01:11:56,920 --> 01:12:01,880
then like I think that trifecta 
is really, really important and 

1200
01:12:01,880 --> 01:12:05,920
I think that you are kind of an 
example in the entire space for 

1201
01:12:06,040 --> 01:12:08,520
how you can do that. 
I appreciate that, man. 

1202
01:12:08,520 --> 01:12:13,400
Like, this prep has been the the
most successful prep I've ever 

1203
01:12:13,400 --> 01:12:16,160
done, without question. 
Like, I've gotten leaner than 

1204
01:12:16,160 --> 01:12:19,080
I've ever gotten. 
But beyond that, like I've 

1205
01:12:19,200 --> 01:12:21,360
functioned better than I've ever
functioned. 

1206
01:12:21,360 --> 01:12:25,920
Like my mental acuity was on 
point the whole time, My mood 

1207
01:12:26,200 --> 01:12:30,160
and personality was solid, and I
maintained all of my 

1208
01:12:30,160 --> 01:12:32,840
responsibilities in all 
components of my life. 

1209
01:12:32,840 --> 01:12:36,520
Like as a family man, as a 
business owner, all all these 

1210
01:12:36,520 --> 01:12:38,960
different things, like why you 
just had a kid? 

1211
01:12:38,960 --> 01:12:42,600
Yeah, I would not have been able
to do that had I been sucking 

1212
01:12:42,600 --> 01:12:46,360
down rice cakes, high 
carbohydrate crap food, and not 

1213
01:12:46,360 --> 01:12:49,880
ample quality dietary fat. 
Like, like that's just a no 

1214
01:12:49,880 --> 01:12:53,080
brainer. 
So yeah, I I mean, This is why 

1215
01:12:53,080 --> 01:12:55,760
you and I do what we do. 
This is why you and I have a 

1216
01:12:55,800 --> 01:12:59,720
product that has the highest 
quality ingredients in it with 

1217
01:12:59,800 --> 01:13:02,680
ample dietary fat. 
This is why I'm not making a low

1218
01:13:03,000 --> 01:13:06,240
fat keto brick, and why you're 
not making a low fat carnivore 

1219
01:13:06,240 --> 01:13:07,960
bar. 
Yeah. 

1220
01:13:07,960 --> 01:13:10,520
For me, I come from the other 
end of the spectrum. 

1221
01:13:10,520 --> 01:13:15,760
I was terribly, terribly sick. 
But thanks to this way of 

1222
01:13:15,760 --> 01:13:19,520
eating, I can be exponentially 
less sick, you know? 

1223
01:13:19,520 --> 01:13:24,920
And I think that that's OK too. 
It it's about fulfilling your 

1224
01:13:24,920 --> 01:13:29,080
potential, you know? 
And if you were meant to be an 

1225
01:13:29,080 --> 01:13:33,000
Olympian or or trendsetter and 
change the world, it's like, 

1226
01:13:33,960 --> 01:13:36,760
let's unlock that potential. 
Let's get you the fuel that you 

1227
01:13:36,760 --> 01:13:38,720
need for the life that you were 
meant to live. 

1228
01:13:39,720 --> 01:13:41,440
Amen to that, ma'am. 
Well, what? 

1229
01:13:41,440 --> 01:13:44,320
What's in the pipeline for 2024 
for Carnivore bar, man? 

1230
01:13:44,320 --> 01:13:47,480
I mean, this is time. 
This recording is January 4th. 

1231
01:13:47,480 --> 01:13:49,120
We have turned a leaf on a new 
year. 

1232
01:13:49,680 --> 01:13:52,120
As a businessman, I always get 
super excited about that. 

1233
01:13:52,120 --> 01:13:55,040
I don't really do resolutions, 
but I get like all my office 

1234
01:13:55,040 --> 01:13:57,240
space organized. 
My warehouse is all clean right 

1235
01:13:57,240 --> 01:13:58,680
now. 
I've got whiteboards full of 

1236
01:13:58,680 --> 01:14:01,800
planes for the future, and I'm 
freaking stoked for this year. 

1237
01:14:01,800 --> 01:14:03,040
So what's in the pipeline for 
you? 

1238
01:14:04,680 --> 01:14:06,960
So I think this year it's all 
about efficiency. 

1239
01:14:07,400 --> 01:14:12,080
You know we, I really want to 
get the business in a healthy 

1240
01:14:12,080 --> 01:14:15,200
space. 
We've been kind of expanding 

1241
01:14:15,640 --> 01:14:19,800
somewhat recklessly trying to 
like meet demand, meet demand, 

1242
01:14:19,800 --> 01:14:24,520
meet demand, make more bars. 
And now I think we've finally 

1243
01:14:24,520 --> 01:14:27,240
reached that goal. 
We've gotten more efficient with

1244
01:14:27,240 --> 01:14:30,680
the unifiller, we've gotten more
established with our facility. 

1245
01:14:30,880 --> 01:14:36,440
We've made some serious upgrades
space along the year, onboarded 

1246
01:14:36,440 --> 01:14:42,640
the pluck flavors and so now 
it's about really developing our

1247
01:14:42,640 --> 01:14:48,640
catalogue, streamlining that, 
creating SO PS like info 

1248
01:14:48,680 --> 01:14:51,640
infographics for our team, 
really kind of getting that 

1249
01:14:51,640 --> 01:14:53,640
nailed down into a healthy 
business. 

1250
01:14:54,160 --> 01:14:58,520
You know, transitioning fully 
from Kickstarter, like, Oh my 

1251
01:14:58,520 --> 01:15:03,440
gosh, we need to make a lot, lot
more of these time now as 

1252
01:15:04,200 --> 01:15:09,400
cheaply as possible to OK, we 
made it through the pandemic. 

1253
01:15:10,760 --> 01:15:15,880
We've expanded rapidly. 
How do we make this business a 

1254
01:15:15,880 --> 01:15:19,880
healthy, sustainable, like part 
of the future? 

1255
01:15:20,040 --> 01:15:24,480
And I think that's really our 
next chapter is thinking about 

1256
01:15:24,480 --> 01:15:30,040
being good steward of our time, 
our energy, our space and just 

1257
01:15:30,040 --> 01:15:33,680
really dialing in that value 
proposition and develop 

1258
01:15:33,760 --> 01:15:38,720
delivering, excuse me, 
delivering that high value 

1259
01:15:39,320 --> 01:15:42,520
consistently across time. 
Like that's what I want the 

1260
01:15:42,520 --> 01:15:46,000
business to become. 
I want it to be this like gold 

1261
01:15:46,000 --> 01:15:52,480
standard of of quality in in the
carnivore low carb space. 

1262
01:15:53,000 --> 01:15:56,600
I love it, man. 
It's pretty similar to my my 

1263
01:15:56,600 --> 01:16:00,680
theme for the Year my My 
manifesto is 2024. 

1264
01:16:01,080 --> 01:16:06,000
The Revolution, Reflect, 
recalibrate, re engage, and just

1265
01:16:06,000 --> 01:16:09,320
get things super refined, 
polished and just functioning at

1266
01:16:09,320 --> 01:16:13,000
a high, high level. 
So yeah, we're on the same page 

1267
01:16:13,000 --> 01:16:16,120
there and I can already tell 
like y'all y'all are killing it 

1268
01:16:16,120 --> 01:16:19,120
on the social media and the 
newsletter front. 

1269
01:16:19,120 --> 01:16:22,040
Like I get yells newsletters. 
They're all very clean and 

1270
01:16:22,040 --> 01:16:25,200
crisp. 
All of your Instagram posts are 

1271
01:16:25,200 --> 01:16:28,000
very they. 
They follow a similar structure.

1272
01:16:28,000 --> 01:16:29,720
They look great. 
They offer value. 

1273
01:16:29,720 --> 01:16:32,440
They're like, insightful. 
Oh, thanks. 

1274
01:16:32,440 --> 01:16:34,240
Yeah, you're you're you're doing
way better than me on the 

1275
01:16:34,240 --> 01:16:36,560
Instagram. 
I I am not good at Instagram. 

1276
01:16:36,560 --> 01:16:40,800
Like my Instagram has not grown 
much at all, whereas y'all's has

1277
01:16:40,800 --> 01:16:44,240
totally skyrocketed because you 
got a good system in place 

1278
01:16:44,240 --> 01:16:46,320
there, man. 
Well, we've been working with 

1279
01:16:46,320 --> 01:16:50,680
the guys from Meat Mafia. 
They've been really helpful, you

1280
01:16:50,680 --> 01:16:53,720
know, so massive credit to them 
and their hard work and their 

1281
01:16:53,720 --> 01:16:58,480
team they're developing. 
So they they came out and 

1282
01:16:58,480 --> 01:17:01,720
visited the facility and we you 
know this whole last year we've 

1283
01:17:01,720 --> 01:17:05,240
been working with them 
developing that and on on 

1284
01:17:05,240 --> 01:17:09,480
Twitter. 
And so it it's really it's 

1285
01:17:09,480 --> 01:17:13,760
really challenging sometimes to 
find copyright copywriters who 

1286
01:17:13,760 --> 01:17:15,960
understand your brand, 
understand the mission. 

1287
01:17:16,560 --> 01:17:21,440
You know it is so unique and 
singular finding people who do 

1288
01:17:21,440 --> 01:17:24,960
this in house, who want to do it
the right way, who understand 

1289
01:17:24,960 --> 01:17:28,080
what's at stake and understand 
how many people are suffering 

1290
01:17:28,080 --> 01:17:31,920
out there because they, you know
they don't have time to meal 

1291
01:17:31,920 --> 01:17:36,560
prep or they don't have time to 
do all the research and and 

1292
01:17:36,560 --> 01:17:38,080
start a business on their own 
That. 

1293
01:17:38,680 --> 01:17:42,760
But they have come to depend on 
the carnivore way of life or the

1294
01:17:42,760 --> 01:17:48,080
keto way of life and enabling 
them a a travel shelf stable 

1295
01:17:48,080 --> 01:17:51,760
food in order to do that is 
really an impactful mission. 

1296
01:17:51,760 --> 01:17:55,320
We hear letters every day. 
I'm sure you guys do too that 

1297
01:17:55,960 --> 01:17:58,240
you know. 
Hey, I'm an airline pilot. 

1298
01:17:58,240 --> 01:18:01,720
I eat carnivore bars and I can 
say carnivore, you know, hey, 

1299
01:18:01,720 --> 01:18:05,200
I'm on this trip or, hey, I was 
doing this advanced individual 

1300
01:18:05,200 --> 01:18:08,000
training as a soldier and I used
your bar. 

1301
01:18:08,000 --> 01:18:12,160
It's like those messages really 
keep you going because it really

1302
01:18:12,160 --> 01:18:16,680
makes a difference in people's 
ability to take their their 

1303
01:18:16,680 --> 01:18:20,640
health in their own hands, to 
have an option where they can 

1304
01:18:20,640 --> 01:18:24,720
take this healthy food into, you
know, hostile territory. 

1305
01:18:25,240 --> 01:18:27,840
Those messages keep me going, 
man. 

1306
01:18:27,840 --> 01:18:32,600
Like, those are my 100%. 
There's been, there's been two 

1307
01:18:32,600 --> 01:18:37,120
times where I literally had to 
throw away two $25,000 due to a 

1308
01:18:37,120 --> 01:18:38,600
malfunction with our 
manufacturing. 

1309
01:18:38,600 --> 01:18:41,160
It literally just threw away 
$25,000 of bricks. 

1310
01:18:41,160 --> 01:18:44,280
It's happened twice. 
There's been numerous times 

1311
01:18:44,520 --> 01:18:48,920
where there'd be an issue with, 
you know, an employee 

1312
01:18:48,920 --> 01:18:53,760
frustration or equipment 
malfunction or this unforeseen 

1313
01:18:53,760 --> 01:18:57,040
cost or something that I had to 
change with the website and redo

1314
01:18:57,040 --> 01:18:59,080
a bunch of stuff and it had 
downstream effects. 

1315
01:18:59,480 --> 01:19:02,480
Like there's been so many times 
where I'm like, what is going 

1316
01:19:02,480 --> 01:19:04,720
on? 
Am I in the right industry? 

1317
01:19:05,080 --> 01:19:08,720
Is this where my life is going? 
And then I'll get an e-mail from

1318
01:19:08,720 --> 01:19:12,080
somebody that says something 
along those lines of, hey, you 

1319
01:19:12,080 --> 01:19:15,840
know, I I was suffering from XY 
or Z and now I'm not because of 

1320
01:19:16,200 --> 01:19:18,600
something you said on a podcast 
or the bricks that I'm consuming

1321
01:19:18,600 --> 01:19:21,080
daily or whatever the case may 
be. 

1322
01:19:21,240 --> 01:19:27,160
And those emails are what give 
me life to keep waking up and 

1323
01:19:27,160 --> 01:19:29,200
doing what I do. 
So without those emails, there 

1324
01:19:29,200 --> 01:19:32,080
would be no keto brick, there 
would be no keto sabotage, There

1325
01:19:32,080 --> 01:19:34,760
would be nothing like those 
emails are my lifeblood. 

1326
01:19:34,760 --> 01:19:38,160
So I can totally. 
Relate with you there. 100% and 

1327
01:19:38,160 --> 01:19:41,400
it and it's it's so devastating 
throwing away product like you 

1328
01:19:41,400 --> 01:19:43,680
were mentioning. 
It's like those gut check 

1329
01:19:43,680 --> 01:19:45,920
moments. 
I had a moment like that where I

1330
01:19:45,920 --> 01:19:51,920
freezer burned a bunch of meat 
and it's just like I can't serve

1331
01:19:51,920 --> 01:19:52,800
this. 
Yeah. 

1332
01:19:53,560 --> 01:19:56,440
And you look at it like you look
at it again and you're like, Are

1333
01:19:56,440 --> 01:19:59,120
you sure, Like, do you know how 
much money that is? 

1334
01:19:59,120 --> 01:20:01,800
It's like, yeah, well, it 
doesn't meet my standards. 

1335
01:20:01,800 --> 01:20:06,280
So, yeah, Yep. 
Those are those moments that you

1336
01:20:06,280 --> 01:20:10,280
know, end up really defining you
as a brand and as a as a man. 

1337
01:20:10,640 --> 01:20:12,720
Totally, ma'am. 
That's why I've got so much 

1338
01:20:12,720 --> 01:20:14,920
respect for you because I know 
you and I share similar values 

1339
01:20:14,920 --> 01:20:18,600
when it comes to that stuff. 
So by all means man, keep doing 

1340
01:20:18,600 --> 01:20:22,960
things as you are, keep being 
the light that you are and keep 

1341
01:20:22,960 --> 01:20:25,200
making waves. 
I'm excited for what the the 

1342
01:20:25,200 --> 01:20:29,000
future holds for you, for 
carnivore bar and for us man, 

1343
01:20:29,000 --> 01:20:31,080
like I'm excited to keep 
interact with you. 

1344
01:20:31,080 --> 01:20:33,160
We should definitely do some 
form of collaboration in the 

1345
01:20:33,160 --> 01:20:34,440
future. 
I think there's something in the

1346
01:20:34,440 --> 01:20:37,320
pipeline there for sure. 
Absolutely. 

1347
01:20:37,360 --> 01:20:39,280
Yeah, I would. 
I would love to see your 

1348
01:20:39,280 --> 01:20:41,600
facility and you're obviously 
welcome to see mine too. 

1349
01:20:42,000 --> 01:20:43,080
We should definitely make that 
happen. 

1350
01:20:43,200 --> 01:20:45,640
Yeah, man, I'm in Missouri is 
not that far from me at all. 

1351
01:20:45,640 --> 01:20:48,320
Like I I feel bad that I haven't
already come up there and 

1352
01:20:48,320 --> 01:20:49,840
checked it out. 
Oh no, no worries. 

1353
01:20:51,240 --> 01:20:53,840
It's been a crazy, crazy few 
years, so. 

1354
01:20:54,120 --> 01:20:56,160
It has. 
Well, this year, let's make that

1355
01:20:56,160 --> 01:20:57,760
happen. 
And you hunt too, right? 

1356
01:20:58,920 --> 01:21:01,840
So I don't, but I really ought 
to. 

1357
01:21:02,400 --> 01:21:05,200
We should totally put it on the 
calendar. 

1358
01:21:05,680 --> 01:21:08,000
I didn't do near as much hunting
as I normally do this past year 

1359
01:21:08,000 --> 01:21:10,880
because of the competitions, but
this year I'm going to hunt 

1360
01:21:10,880 --> 01:21:13,600
quite a bit more. 
So we should definitely meet up 

1361
01:21:13,600 --> 01:21:17,560
somewhere in the middle, go on 
an extended backpacking cross 

1362
01:21:17,560 --> 01:21:21,160
country hunt trip, bring some 
bricks, bring some carnivore bar

1363
01:21:21,480 --> 01:21:24,720
and then consider it a business 
trip so that we can get some 

1364
01:21:24,720 --> 01:21:28,680
awesome footage and just battle 
test these products out in the 

1365
01:21:28,680 --> 01:21:30,880
wilderness. 
Oh, that would be amazing. 

1366
01:21:32,040 --> 01:21:33,480
So let's plan on that for sure, 
man. 

1367
01:21:34,480 --> 01:21:36,680
Cool. 
Well Phillip, where do people go

1368
01:21:36,680 --> 01:21:40,040
to get some carnivore bars, 
learn more about you, and just 

1369
01:21:40,040 --> 01:21:44,120
dive deeper into your world? 
It's just carnivorebar.com. 

1370
01:21:45,000 --> 01:21:46,600
Awesome, man. 
It's a carnivore bar and social 

1371
01:21:46,600 --> 01:21:47,720
too. 
I'll link out to everything. 

1372
01:21:48,240 --> 01:21:50,480
Yep. 
Well, always a pleasure man. 

1373
01:21:50,800 --> 01:21:53,640
Best of luck with everything. 
Like I said, I respect you 

1374
01:21:53,640 --> 01:21:55,600
immensely. 
I thoroughly enjoyed this 

1375
01:21:55,600 --> 01:21:58,320
conversation and I've got no 
doubt people will take something

1376
01:21:58,320 --> 01:22:00,760
from it. 
So keep being you, man, and we 

1377
01:22:00,760 --> 01:22:03,920
will talk soon. 
Oh yeah, Respect is mutual. 

1378
01:22:04,040 --> 01:22:06,920
I think you're killing it. 
Likewise, brother. 

1379
01:22:07,000 --> 01:22:08,720
Until next time, man. 
Have a good one, Phillip. 

1380
01:22:09,160 --> 01:22:09,960
You too. 
Bye.