1 00:00:01,240 --> 00:00:04,800 Welcome back, pet parent. I am really excited to bring 2 00:00:04,800 --> 00:00:08,119 today's guest to you. Before I introduce him, I do 3 00:00:08,119 --> 00:00:11,280 want to just let you know a little bit about what we're 4 00:00:11,280 --> 00:00:14,840 going to be talking about. You, you know me at this point 5 00:00:15,000 --> 00:00:17,800 if you don't. Hi, my name is Jessica. 6 00:00:17,920 --> 00:00:20,080 If this is the first time you're listening to this podcast, 7 00:00:20,080 --> 00:00:22,920 welcome. I am a certified canine and 8 00:00:22,920 --> 00:00:26,240 feline nutritionist, a pet health coach and positive 9 00:00:26,240 --> 00:00:29,000 reinforcement dog trainer. And on this podcast, we talk 10 00:00:29,000 --> 00:00:32,680 about everything holistic health for your pets because when we 11 00:00:32,680 --> 00:00:35,960 know better, we can do better. So we talk a lot about 12 00:00:35,960 --> 00:00:37,760 nutrition. That's my favorite thing in the 13 00:00:37,760 --> 00:00:41,080 world to talk about. And I love bringing on brands. 14 00:00:41,080 --> 00:00:45,080 You know how particular I am about the guests I bring on. 15 00:00:45,080 --> 00:00:49,720 I love bringing on brands that I feel like I align with, that I 16 00:00:49,720 --> 00:00:53,960 can bring to you to help educate you a little bit more and why we 17 00:00:53,960 --> 00:00:56,960 do the things we do. It's really easy to walk into 18 00:00:57,080 --> 00:00:59,960 hopefully an indie pet store and grab something out of the 19 00:00:59,960 --> 00:01:02,200 freezer and put it in your dog or cat's bowl. 20 00:01:02,480 --> 00:01:08,480 But the why behind what we do is what drives me and what I want 21 00:01:08,720 --> 00:01:13,400 to put out into the world for other people like me to continue 22 00:01:13,400 --> 00:01:16,960 learning. Brad Clenthorne with Steve's 23 00:01:16,960 --> 00:01:21,440 Real Food is here with us today. And Steve's Real Food has been 24 00:01:21,440 --> 00:01:24,960 around since 1998. Is that right, Brad? 25 00:01:25,400 --> 00:01:26,840 That's absolutely right. Yeah. 26 00:01:26,920 --> 00:01:30,320 Steve Brown created, as far as I know, the first commercially 27 00:01:30,320 --> 00:01:32,840 available raw food diet for dogs and cats. 28 00:01:33,600 --> 00:01:38,120 Yeah, and I've actually gotten to meet Steve a couple of times. 29 00:01:38,120 --> 00:01:41,480 I feel like the older he gets, the more intense he gets. 30 00:01:41,640 --> 00:01:43,760 But Brad, thank you so much for being here. 31 00:01:43,760 --> 00:01:46,720 I would love for you to just tell us a little bit how you got 32 00:01:46,720 --> 00:01:50,080 involved with Steve's and what you do for the company. 33 00:01:50,640 --> 00:01:54,120 Yeah, absolutely. So I fell into the pet industry 34 00:01:54,120 --> 00:01:57,320 by accident in 2012. I had been working in the film 35 00:01:57,320 --> 00:02:00,360 industry and I got sick of living out in California. 36 00:02:00,360 --> 00:02:02,160 The rest of my family was home in Michigan. 37 00:02:02,160 --> 00:02:05,400 I was traveling all the time and I just got sick of the industry 38 00:02:05,400 --> 00:02:07,160 too. So I came back to Michigan for a 39 00:02:07,160 --> 00:02:09,160 reset. Started working in a pet store. 40 00:02:09,919 --> 00:02:13,920 I always loved animals. I grew up surrounded by them and 41 00:02:13,920 --> 00:02:17,760 I immediately saw an issue. I saw what everyone is was 42 00:02:17,760 --> 00:02:21,920 dealing, especially 10 years ago was dealing where every single 43 00:02:21,920 --> 00:02:24,040 pet that came into the store had a problem. 44 00:02:24,360 --> 00:02:26,720 My dog is itchy. My dog has allergies. 45 00:02:26,880 --> 00:02:28,880 My dog's allergic to this, My dog's allergic to that. 46 00:02:28,880 --> 00:02:32,000 My cat throws up all the time. My cat has diarrhea. 47 00:02:32,280 --> 00:02:33,840 You know, my cat doesn't want to eat anything. 48 00:02:34,200 --> 00:02:37,720 I just every pet was plagued with these issues and at the 49 00:02:37,720 --> 00:02:40,080 same time, there were 100 brands on our shelves. 50 00:02:40,760 --> 00:02:44,560 And so it's like, why are none of these making a difference? 51 00:02:44,880 --> 00:02:48,080 I started to discover that switching people to different 52 00:02:48,560 --> 00:02:51,520 still it back then I was using processed foods. 53 00:02:51,640 --> 00:02:54,640 Switching people to different foods and up different tiers 54 00:02:55,240 --> 00:02:57,160 made a difference. And it took me a few years 55 00:02:57,160 --> 00:03:00,400 before I realized before I really discovered raw fresh 56 00:03:00,400 --> 00:03:02,640 food. And at that point, I was running 57 00:03:02,640 --> 00:03:07,680 a little store in Ann Arbor, MI, and I started studying real 58 00:03:07,680 --> 00:03:10,440 fresh food because I used to go home every night and I would 59 00:03:10,440 --> 00:03:13,800 study food and study food and study pets and study Physiology 60 00:03:13,800 --> 00:03:15,640 and all this stuff. And there was something that 61 00:03:15,640 --> 00:03:17,720 just wasn't clicking. And it wasn't until I discovered 62 00:03:17,720 --> 00:03:21,560 fresh food that that missing piece was just filled in and I 63 00:03:21,560 --> 00:03:24,520 could stop moving people between different kibbles and things 64 00:03:24,520 --> 00:03:27,320 like that and finding temporary solutions. 65 00:03:27,960 --> 00:03:31,640 And instead, I discovered this whole world of fresh food where 66 00:03:31,640 --> 00:03:35,280 these solutions would stick, where it would really actually 67 00:03:35,280 --> 00:03:39,240 help pets. And so from that point, I was 68 00:03:39,240 --> 00:03:42,200 still in that store, running that store for about 5 years. 69 00:03:43,560 --> 00:03:46,880 And I, I helped hundreds of pets at that during that time. 70 00:03:46,880 --> 00:03:50,880 It was such an amazing feeling. And I just, I absolutely loved 71 00:03:50,880 --> 00:03:53,760 being able to make a difference in their lives just with these 72 00:03:53,760 --> 00:03:56,480 simple ideas. Just feed your pet real fresh 73 00:03:56,480 --> 00:03:59,360 food. And of all the brands that I 74 00:03:59,360 --> 00:04:03,600 carried, Steve's was the one. Steve's was the one that aligned 75 00:04:03,600 --> 00:04:05,720 with my values. I always say you have to look 76 00:04:05,720 --> 00:04:07,960 beyond the bag. It's not just the food in the 77 00:04:07,960 --> 00:04:09,640 bag. It's not just the ingredients on 78 00:04:09,640 --> 00:04:11,520 the label. It's easy to write chicken on 79 00:04:11,520 --> 00:04:15,200 1000 different bags, but what exactly that chicken is where it 80 00:04:15,200 --> 00:04:16,720 comes from. That chicken's journey is 81 00:04:16,720 --> 00:04:20,640 different for every single bag, so you have to look beyond the 82 00:04:20,640 --> 00:04:24,800 bag. And so Steve's just absolutely 83 00:04:24,800 --> 00:04:27,920 aligned with me. But more so, it was the most 84 00:04:27,920 --> 00:04:29,760 successful brand I had in the store. 85 00:04:30,200 --> 00:04:33,200 It was the food where I could switch a pet onto it. 86 00:04:33,360 --> 00:04:36,160 I knew they would do well. I knew they would transition 87 00:04:36,160 --> 00:04:39,680 onto it smoothly and I knew 8 months, 10 months, two years 88 00:04:39,680 --> 00:04:41,480 down the road that pet would be doing great. 89 00:04:41,960 --> 00:04:44,520 And there wasn't any other brand that I could say that about and 90 00:04:44,520 --> 00:04:48,760 at the same time really aligned with, you know, so in 2020 I 91 00:04:48,760 --> 00:04:51,400 reached out to Steve's and I said, hey, I would love to be 92 00:04:51,400 --> 00:04:52,880 able to touch more pets with this. 93 00:04:52,880 --> 00:04:57,160 I have saturated this store. I can every pet here is eating 94 00:04:57,160 --> 00:04:58,920 some form of fresh food. And that's, that's not 95 00:04:58,920 --> 00:05:01,720 completely true, but I had, I felt like I, I wanted a bigger 96 00:05:01,720 --> 00:05:03,880 platform and I wanted to reach more people. 97 00:05:04,680 --> 00:05:06,800 So I got a hold of Steve's and I said, if you ever have an 98 00:05:06,800 --> 00:05:12,160 opening, let me know. And they said no, but then in a 99 00:05:12,160 --> 00:05:13,640 few months later, they got a hold of me. 100 00:05:13,640 --> 00:05:16,040 And so I started working with Steve's in 2021. 101 00:05:16,160 --> 00:05:20,520 At that point I was doing sales. Now I do public outreach. 102 00:05:20,600 --> 00:05:26,840 And so I do everything I can to reach people with the idea of 103 00:05:26,840 --> 00:05:29,760 feeding fresh food and not feeding Steve's, but feeding 104 00:05:29,760 --> 00:05:32,200 fresh food. That's the important thing. 105 00:05:32,200 --> 00:05:34,240 So I help develop the educational programs. 106 00:05:34,240 --> 00:05:37,560 I help with all the wonderful podcasts and, and you know, 107 00:05:38,360 --> 00:05:39,920 interviews and all of that stuff. 108 00:05:40,840 --> 00:05:43,440 I, I just, I, I get to go out and just talk to people about 109 00:05:43,440 --> 00:05:45,400 feeding fresh food. And it's the best thing in the 110 00:05:45,400 --> 00:05:50,080 world because I know that I'm helping pets and that is my, my 111 00:05:50,080 --> 00:05:52,440 mission now. That's my life's work now is 112 00:05:52,760 --> 00:05:56,200 helping people, helping translate that idea, being a 113 00:05:56,200 --> 00:05:59,720 voice for dogs and cats that hey, we need some fresh food. 114 00:05:59,720 --> 00:06:01,840 We need some real stuff. That's amazing. 115 00:06:01,960 --> 00:06:04,760 Resonate without so much, which is why I have this podcast. 116 00:06:04,880 --> 00:06:06,760 Right. Yeah, we had one just like this 117 00:06:06,760 --> 00:06:09,200 over at Steve's, except probably a little less interesting. 118 00:06:09,760 --> 00:06:12,280 No, I'm sure. Well, and I was just looking at 119 00:06:12,520 --> 00:06:17,920 there's a raw university that Steve's has that I am 120 00:06:17,920 --> 00:06:20,120 definitely. That was most of my job was 121 00:06:20,120 --> 00:06:23,920 developing raw you and we are so proud of that. 122 00:06:23,920 --> 00:06:26,360 It is so cool. Thank you for bringing it up 123 00:06:26,360 --> 00:06:28,200 too. We brought in like some some 124 00:06:28,200 --> 00:06:31,480 amazing experts, Dr. Judy Morgan, Dr. Ian Billinghurst, 125 00:06:31,920 --> 00:06:35,680 just some fantastic minds from all across the pet industry and 126 00:06:35,680 --> 00:06:37,360 people who really care about pets. 127 00:06:37,800 --> 00:06:40,520 And they came in and lended us interviews and sound bites as 128 00:06:40,520 --> 00:06:43,880 well to help us build just this beautiful kind of start to 129 00:06:43,880 --> 00:06:46,360 finish. I don't know what to feed to. 130 00:06:46,720 --> 00:06:49,520 I'm one of the smartest nutrition people in my Facebook 131 00:06:49,520 --> 00:06:54,200 group or in my family, you know, So it was so much fun developing 132 00:06:54,200 --> 00:06:56,600 that free video course. Awesome. 133 00:06:57,120 --> 00:07:01,720 So we brought up Steve Brown because he founded this company 134 00:07:01,800 --> 00:07:07,120 and I, I, I, I mean, he's he and Doctor Billinghurst. 135 00:07:07,200 --> 00:07:11,200 Both, I think are just. The father and godfather or 136 00:07:11,360 --> 00:07:14,760 grandfather of Raw. Yes, absolutely. 137 00:07:14,760 --> 00:07:18,320 For people who may not be familiar with Steve and his 138 00:07:18,400 --> 00:07:23,000 story and the story of how Steve's real food started, can 139 00:07:23,000 --> 00:07:24,480 you tell us a little bit about that? 140 00:07:25,280 --> 00:07:27,920 So I have heard so many different versions of this 141 00:07:27,920 --> 00:07:30,240 story. Honestly, I'm going to tell you 142 00:07:30,240 --> 00:07:34,240 my favorite version, why there's there's several different and 143 00:07:34,240 --> 00:07:37,560 I'm not Steve, so I can't tell the real one, but I am pretty 144 00:07:37,560 --> 00:07:40,200 sure I heard him tell this one before or he was. 145 00:07:40,960 --> 00:07:46,000 So he he he was the inventor of Charlie Bear. 146 00:07:46,520 --> 00:07:49,520 He's fantastic little training treats, very low calorie and 147 00:07:49,520 --> 00:07:51,280 that kind of really got him into the pen industry. 148 00:07:51,280 --> 00:07:54,760 They were very successful. And, you know, he, at the same 149 00:07:54,760 --> 00:07:58,520 time, was very interested in formulating and he was brilliant 150 00:07:58,520 --> 00:08:03,840 when it came to he created the biggest database at the time of 151 00:08:03,840 --> 00:08:07,880 nutritional data on ingredients. He was just so into it. 152 00:08:08,160 --> 00:08:10,080 And so people would bring him in to tour their companies. 153 00:08:10,120 --> 00:08:13,240 You know, they'd bring him in to tour their dog dog food 154 00:08:13,240 --> 00:08:16,200 manufacturing facilities. And one day he's touring a 155 00:08:16,200 --> 00:08:18,400 facility and he's got his dog, Zack with him. 156 00:08:18,840 --> 00:08:21,560 And he pulls some kibble fresh off the line, and it's still 157 00:08:21,560 --> 00:08:23,520 hot. And he offers it to Zack. 158 00:08:23,960 --> 00:08:26,160 And Zack goes, Nah, that's not food. 159 00:08:26,160 --> 00:08:28,480 He goes, wait a minute, why won't he eat it? 160 00:08:28,760 --> 00:08:30,920 This is it's dog food. It's fresh. 161 00:08:31,080 --> 00:08:33,159 Shouldn't you like it? And he found out they hadn't 162 00:08:33,159 --> 00:08:35,840 sprayed on the palatability spray yet, the spray that makes 163 00:08:35,840 --> 00:08:38,840 food actually this, you know, processed food actually taste 164 00:08:38,840 --> 00:08:41,480 good. It still probably tasted like 165 00:08:41,480 --> 00:08:42,960 cardboard or something like that. 166 00:08:42,960 --> 00:08:44,800 And Zach was like, no, I don't want any part of that. 167 00:08:44,800 --> 00:08:49,720 But they've got Steve thinking, why are we tricking our pets 168 00:08:49,720 --> 00:08:53,000 into eating this? And so he took all of this 169 00:08:53,000 --> 00:08:55,960 amazing knowledge that he had. You know, he's an incredibly 170 00:08:55,960 --> 00:08:58,160 brilliant guy and he still is today. 171 00:08:58,640 --> 00:09:02,080 And, and he took this massive, you know, he built this massive 172 00:09:02,080 --> 00:09:04,480 nutritional database where he had more information on 173 00:09:04,480 --> 00:09:06,480 ingredients than anyone else in the world at the time. 174 00:09:06,800 --> 00:09:09,440 And he put all of this together and spent, I heard it was 175 00:09:09,440 --> 00:09:13,720 something like four years developing these fresh raw food 176 00:09:13,720 --> 00:09:18,120 formulas that are only made from food, no added synthetic 177 00:09:18,120 --> 00:09:22,480 vitamins or minerals or anything like that, just real food. 178 00:09:23,120 --> 00:09:27,680 And so in 1998, he launched Steve's Real Food with the hope 179 00:09:27,680 --> 00:09:29,720 of getting that into more pets bowls. 180 00:09:29,720 --> 00:09:32,960 And it's spreading this education that dogs and cats 181 00:09:32,960 --> 00:09:37,680 need actual food because as it stood, you know, 15 years ago, 182 00:09:38,160 --> 00:09:41,280 dogs were just about the OR dog. Sorry, dogs and cats were just 183 00:09:41,280 --> 00:09:44,800 about the only animals on the planet who were not getting some 184 00:09:44,800 --> 00:09:46,600 fresh food. You know, you go to the pet 185 00:09:46,600 --> 00:09:48,720 store, you get a Guinea pig, they're going to say, make sure 186 00:09:48,720 --> 00:09:52,440 to give them some fresh veggies. Every other animal on the planet 187 00:09:52,640 --> 00:09:56,400 is eating fresh, real food except for dogs and cats. 188 00:09:56,560 --> 00:10:00,200 That's not right. And so he was an absolute 189 00:10:00,200 --> 00:10:03,120 pioneer in the food industry. I think he was the one who made 190 00:10:03,120 --> 00:10:06,800 the first food designed truly for these animals. 191 00:10:07,680 --> 00:10:10,520 Wow. So many things came to mind when 192 00:10:10,520 --> 00:10:14,240 you were telling that story. And so the day we're recording 193 00:10:14,240 --> 00:10:18,480 this, the day before, so yesterday there was a huge 194 00:10:18,480 --> 00:10:23,200 congressional hearing about our food supply here in the United 195 00:10:23,200 --> 00:10:25,640 States. And just see such a correlation 196 00:10:25,640 --> 00:10:31,040 like we are. Dr. Ian Billinghurst says that 197 00:10:31,280 --> 00:10:35,920 we have the most scientific research on food for humans, 198 00:10:35,920 --> 00:10:39,000 dogs and cats. And at the same time, humans, 199 00:10:39,000 --> 00:10:41,120 dogs and cats are the sickest animals on the planet. 200 00:10:41,840 --> 00:10:44,280 So like. The very worst diets, yeah. 201 00:10:44,440 --> 00:10:47,320 Yes. And one of the things I heard 202 00:10:47,320 --> 00:10:50,200 from the congressional hearing yesterday, which I would love to 203 00:10:50,200 --> 00:10:52,680 listen to all of it, it's just it's too fresh. 204 00:10:52,680 --> 00:10:55,160 I haven't had a chance yet. But one of the things that I did 205 00:10:55,160 --> 00:10:59,160 here was that we have, we have chemists making our food in 206 00:10:59,160 --> 00:11:00,840 America. We don't have farmers making our 207 00:11:00,840 --> 00:11:03,720 food in America. And that is what is killing all 208 00:11:03,720 --> 00:11:08,840 of us. So it's it to me, it's I guess 209 00:11:08,840 --> 00:11:11,760 I've been in this so long that it's like a no brainer. 210 00:11:11,760 --> 00:11:16,120 Like, obviously we all need to be eating real food, but that's 211 00:11:16,120 --> 00:11:20,880 not how our society is set up. And I know back in my teens and 212 00:11:20,880 --> 00:11:25,640 20s, I was very much in the mindset of convenience. 213 00:11:25,640 --> 00:11:27,880 And this is it. It's they're selling it to me. 214 00:11:27,880 --> 00:11:31,600 So it's got to be fine. And no big, you know, and not 215 00:11:32,080 --> 00:11:34,960 paying attention to how my body actually felt and not paying 216 00:11:34,960 --> 00:11:37,680 attention to the fact that I was literally spending my entire 217 00:11:37,680 --> 00:11:39,280 paycheck at the vet's office every month. 218 00:11:40,240 --> 00:11:41,440 And. It's. 219 00:11:42,600 --> 00:11:46,040 There's such a huge correlation. So there are two things about 220 00:11:47,440 --> 00:11:51,520 Steve's real food that I think are some of the most important 221 00:11:51,520 --> 00:11:55,080 things for us to kind of shift our minds around to. 222 00:11:55,080 --> 00:12:00,880 Thank Fun is that it is actually made with quality ingredients 223 00:12:00,880 --> 00:12:05,040 like you would be buying for yourself or if you were buying 224 00:12:05,480 --> 00:12:10,320 food for your dog and it's not made with synthetics. 225 00:12:10,320 --> 00:12:16,680 So those are like my two big like some of the biggest issues 226 00:12:16,680 --> 00:12:21,640 I have with the highly processed foods that most of America, most 227 00:12:21,640 --> 00:12:26,040 of the, you know, first world feeds are dogs and cats is that 228 00:12:26,040 --> 00:12:30,520 I don't think people understand the actual quality of those in 229 00:12:30,520 --> 00:12:32,480 great. Like it's very easy to watch a 230 00:12:32,480 --> 00:12:35,400 commercial. Like I don't have TVI don't I 231 00:12:35,400 --> 00:12:37,680 don't have regular TV, so I rarely see commercials. 232 00:12:37,680 --> 00:12:41,240 So like if I'm in I'm in a hotel or you know, a doctor's office 233 00:12:41,240 --> 00:12:44,120 or something and I happen to see a commercial, I'm like, what in 234 00:12:44,120 --> 00:12:45,840 the world is he trying to tell us? 235 00:12:46,400 --> 00:12:49,320 It like boggles my mind. But like I happened to see one 236 00:12:49,320 --> 00:12:52,200 the other day and it was like the first two ingredients are 237 00:12:52,200 --> 00:12:53,680 real chicken. It's like. 238 00:12:54,880 --> 00:12:58,280 What about the rest of them? Every ingredient is important. 239 00:12:58,480 --> 00:13:01,440 So I was, I'm, I've been big on this lately. 240 00:13:02,040 --> 00:13:05,000 So a lot of people used to try to figure out how do I choose a 241 00:13:05,000 --> 00:13:07,200 good food, right? And they'd say, well, look at 242 00:13:07,200 --> 00:13:09,880 the first five ingredients, the first five ingredients, that's 243 00:13:09,880 --> 00:13:13,720 most of what's in the bag. I say look at every ingredient. 244 00:13:14,320 --> 00:13:17,680 OK, the first five absolutely should be meat and organ and 245 00:13:17,680 --> 00:13:19,720 some bone. If it's uncooked, you know, it 246 00:13:19,720 --> 00:13:22,120 should be that stuff that these pets really need. 247 00:13:22,320 --> 00:13:25,920 But everything in there should be doing something for your pet. 248 00:13:26,480 --> 00:13:29,680 You know, a lot of these starchy potatoes, sweet potatoes, rice, 249 00:13:29,680 --> 00:13:32,520 barley, this stuff that they add that's not in there for your 250 00:13:32,520 --> 00:13:34,880 pet, that's there to help it make it through the machine at 251 00:13:34,880 --> 00:13:37,000 the factory. That has nothing to do with your 252 00:13:37,000 --> 00:13:39,720 pet. But look at every ingredient. 253 00:13:40,040 --> 00:13:41,440 And I always like starting at the bottom. 254 00:13:41,960 --> 00:13:44,840 Now that's a lie. I start at the top, of course, 255 00:13:44,840 --> 00:13:47,440 because I want to see, you know, that there's meat in there. 256 00:13:47,880 --> 00:13:51,360 But immediately I go down to the bottom because it is those added 257 00:13:51,360 --> 00:13:54,200 vitamins and minerals that tell you how much confidence the 258 00:13:54,200 --> 00:13:56,200 company has in their ingredients. 259 00:13:56,600 --> 00:13:59,720 That tells you how much they've processed their ingredients. 260 00:14:00,440 --> 00:14:03,680 If you look at the bottom and there are 20 or 30 added 261 00:14:03,680 --> 00:14:07,560 vitamins and minerals, that's pretty much all of the essential 262 00:14:07,560 --> 00:14:09,880 ones. That means that they think that 263 00:14:09,880 --> 00:14:12,560 the the ingredients that they put into their food were so 264 00:14:12,560 --> 00:14:18,280 nutritionally defist deficient that they needed to pretty much 265 00:14:18,280 --> 00:14:21,880 add everything back in. And when you do that, sure, you 266 00:14:21,880 --> 00:14:27,160 get those 20 or 30 necessary essential nutrients, the ones 267 00:14:27,160 --> 00:14:29,760 that if you don't get, you will die probably within a year or 268 00:14:29,760 --> 00:14:33,800 two, but you're missing out and so much more. 269 00:14:33,960 --> 00:14:38,960 There are 20 to 30,000 naturally occurring compounds in fresh 270 00:14:38,960 --> 00:14:42,360 foods. And when you destroy those with 271 00:14:42,360 --> 00:14:45,440 heat and processing and then more heat and more processing 272 00:14:45,440 --> 00:14:49,480 and storage and heat and processing, you miss out on all 273 00:14:49,480 --> 00:14:51,320 of them. You don't get any of those. 274 00:14:51,640 --> 00:14:54,080 Some of those have wonderful effects on our health. 275 00:14:54,600 --> 00:14:56,720 You know, I mean, they say eat the rainbow, right? 276 00:14:56,720 --> 00:14:59,680 Because these different, the different things that that give 277 00:14:59,680 --> 00:15:03,520 color to fruits and vegetables also have positive effects on 278 00:15:03,520 --> 00:15:06,240 our health. When again, when you destroy 279 00:15:06,240 --> 00:15:09,200 those with heat and with processing, you're not getting 280 00:15:09,200 --> 00:15:11,080 any of that. Your dog or your cat, if all 281 00:15:11,080 --> 00:15:17,840 they're eating is processed fruit, they miss out on 19,980 282 00:15:17,840 --> 00:15:21,360 possible compounds or maybe 10,000 more than that. 283 00:15:22,240 --> 00:15:26,800 You know, it's so I, I always look at all of the ingredients. 284 00:15:27,240 --> 00:15:30,720 How many nutrients are they replacing with man made 285 00:15:30,720 --> 00:15:33,120 nutrients? If they're replacing a lot of 286 00:15:33,120 --> 00:15:36,240 them, it's it's heavily processed food. 287 00:15:36,360 --> 00:15:39,120 Yeah, that's a big red flag for me too. 288 00:15:39,120 --> 00:15:41,160 I'm just like, Nope, not doing that at all. 289 00:15:41,240 --> 00:15:43,480 It is absolutely not on my approved list. 290 00:15:44,320 --> 00:15:51,360 And there's also a big push lately that the big pet food is 291 00:15:51,360 --> 00:15:54,880 trying to indoctrinate her veterinarians with. 292 00:15:55,080 --> 00:15:58,680 They did really, really well with the grain free like they 293 00:15:58,680 --> 00:16:02,480 did so well that that is still there, that people are still 294 00:16:02,480 --> 00:16:04,720 passing around this mean. I know. 295 00:16:05,240 --> 00:16:09,160 But now they're trying to. I think at least this is what 296 00:16:09,160 --> 00:16:13,080 I'm hearing and understand they're trying to educate 297 00:16:13,080 --> 00:16:15,840 veterinarians that the ingredients don't matter at all. 298 00:16:17,040 --> 00:16:21,200 I heard that in the store 10 years ago it the representative 299 00:16:21,200 --> 00:16:23,520 from one of the big companies came around and in fact I think 300 00:16:23,520 --> 00:16:26,160 they had shirts. It was something like 301 00:16:26,320 --> 00:16:30,120 ingredients don't matter, balance matters, ingredients do 302 00:16:30,120 --> 00:16:32,080 matter and balance matters. They both matter. 303 00:16:32,080 --> 00:16:33,440 Both of those things are important. 304 00:16:34,120 --> 00:16:37,360 You know, everything you put in your body and food is the 305 00:16:37,360 --> 00:16:41,160 biggest variable. You can put all sorts of 306 00:16:41,160 --> 00:16:45,200 different things in your body. You know, one company years ago, 307 00:16:45,200 --> 00:16:47,800 and I've been throwing this example around a lot, but I kind 308 00:16:47,800 --> 00:16:49,760 of hate to because it's so overused. 309 00:16:49,760 --> 00:16:52,200 But at the same time, I, I haven't heard it for a while. 310 00:16:52,200 --> 00:16:56,600 And Doctor Jeff Grognet, wonderful veterinarian, he's 311 00:16:56,600 --> 00:16:58,160 doing a bunch of really cool stuff. 312 00:16:59,520 --> 00:17:02,360 He repeated it to me recently. And I was like, yes, I'd, I had 313 00:17:02,360 --> 00:17:04,640 forgotten about that. But there's actually a company 314 00:17:04,640 --> 00:17:08,079 years ago that made a complete and balanced pet food out of a 315 00:17:08,079 --> 00:17:10,560 leather boot, sawdust and motor oil. 316 00:17:11,880 --> 00:17:12,599 You can. You can. 317 00:17:13,040 --> 00:17:14,520 Yeah, absolutely. And of course, you know, they 318 00:17:14,520 --> 00:17:15,960 added vitamins and minerals to it. 319 00:17:15,960 --> 00:17:18,240 But it's not what food should be about. 320 00:17:18,240 --> 00:17:21,119 It shouldn't be about taking things that aren't really ideal 321 00:17:21,119 --> 00:17:26,079 for this animal and stacking them in a way that nourishes 322 00:17:26,079 --> 00:17:27,920 that animal. That's not what food is. 323 00:17:28,440 --> 00:17:33,400 You know, these days we kind of think as of food as something to 324 00:17:33,400 --> 00:17:37,520 make the hungry go away, right? I'm hungry, I need to eat to 325 00:17:37,520 --> 00:17:40,240 make that feeling go away so I can get on with my day. 326 00:17:41,360 --> 00:17:44,360 Food is about so much more than we have, really. 327 00:17:44,360 --> 00:17:46,360 We've kind of lost our relationship with food, which is 328 00:17:46,360 --> 00:17:52,000 a little bit sad, obviously, but I see a huge push nowadays, more 329 00:17:52,000 --> 00:17:55,800 and more people realizing how important food is, how important 330 00:17:55,800 --> 00:17:59,520 ingredients are, how important balance is, how it all comes 331 00:17:59,520 --> 00:18:02,640 together and how you just can't replicate that in a laboratory 332 00:18:03,200 --> 00:18:06,600 on the cheap. You know, nobody can manufacture 333 00:18:06,600 --> 00:18:09,600 what nature has been creating for 4 billion years. 334 00:18:09,800 --> 00:18:12,640 What are we, what are we doing? Even trying or pretending that 335 00:18:12,640 --> 00:18:15,160 we can, We can't and there's no reason to. 336 00:18:15,160 --> 00:18:17,120 That food still grows naturally around us. 337 00:18:17,120 --> 00:18:19,760 We haven't destroyed the environment enough that that 338 00:18:19,760 --> 00:18:22,080 food doesn't surround us anymore. 339 00:18:22,160 --> 00:18:24,920 We just need to turn to it. It's there for us right now. 340 00:18:24,920 --> 00:18:25,400 I. Love. 341 00:18:25,600 --> 00:18:30,520 I love that the optimism that you have for that. 342 00:18:30,520 --> 00:18:32,440 We do. We do still have the ability. 343 00:18:32,440 --> 00:18:35,240 We still have time. To change. 344 00:18:36,080 --> 00:18:38,920 Yeah, yeah. We believe that is our big thing 345 00:18:38,920 --> 00:18:40,200 at Steve's. OK. 346 00:18:40,200 --> 00:18:42,360 We believe that the only way standards will get better 347 00:18:42,360 --> 00:18:45,680 tomorrow is if we support those who are doing better right now, 348 00:18:46,280 --> 00:18:49,120 which is why we've got our foods really dialed in. 349 00:18:49,120 --> 00:18:51,000 We've been making these for 26 years. 350 00:18:51,000 --> 00:18:54,560 They're they're perfect. And we've been able to turn from 351 00:18:54,560 --> 00:18:57,120 the kitchen and look outside. I shouldn't have used the word 352 00:18:57,120 --> 00:18:58,360 perfect. They're fantastic. 353 00:18:59,640 --> 00:19:01,960 And we we're now able to turn from the kitchen and look 354 00:19:01,960 --> 00:19:04,880 outside and and try to figure out how we can improve things 355 00:19:04,880 --> 00:19:09,040 because every single decision we make, every move we make has an 356 00:19:09,040 --> 00:19:12,960 impact, sends out ripples. And so when we buy meat from a 357 00:19:12,960 --> 00:19:15,360 regenerative farmer, from a farmer who's working on 358 00:19:15,360 --> 00:19:19,520 regenerating the soil and making it more hospitable for plants 359 00:19:19,520 --> 00:19:22,360 tomorrow, we're voting for that better tomorrow. 360 00:19:22,600 --> 00:19:25,880 You know, when we're buying produce, so it's the same grown 361 00:19:25,880 --> 00:19:29,720 by regenerative farmers, we are voting, we're pushing right now 362 00:19:29,720 --> 00:19:32,960 for that better tomorrow, for that tomorrow where we rely more 363 00:19:32,960 --> 00:19:35,480 on food. And we do that with every single 364 00:19:35,480 --> 00:19:38,920 aspect of the business. You know, are the bags that we 365 00:19:38,920 --> 00:19:41,720 put our food in are even produced using solar power. 366 00:19:42,200 --> 00:19:44,760 They're, I think they're the 1st in the industry to be fully 367 00:19:44,760 --> 00:19:47,760 inter sterile, certified recyclable. 368 00:19:47,840 --> 00:19:52,240 Like every single move we make this year we actually teamed up 369 00:19:52,240 --> 00:19:54,440 with this awesome company called 4 Ocean. 370 00:19:55,080 --> 00:19:56,520 Yeah, they're global. Yeah. 371 00:19:56,520 --> 00:19:57,960 They're a global cleanup company. 372 00:19:57,960 --> 00:20:01,040 They go and they pull plastics from the ocean, from waterways, 373 00:20:01,040 --> 00:20:05,600 from rivers, from beaches, and they pull massive tons. 374 00:20:05,600 --> 00:20:09,120 And then how they do it is they? They set up little groups of 375 00:20:09,120 --> 00:20:12,120 people, you know, in, in these of locals and they pay them 376 00:20:12,120 --> 00:20:14,840 really fair wages. So they they help to lift the 377 00:20:14,840 --> 00:20:18,840 local economy at the same time, but they're just pulling all of 378 00:20:18,840 --> 00:20:21,200 this garbage out of the ocean. So this year we teamed up with 379 00:20:21,200 --> 00:20:26,440 them. 4000 pets who eat Steves are plastic neutral this year. 380 00:20:26,960 --> 00:20:29,400 And we're going to keep going until every single pet who eats 381 00:20:29,400 --> 00:20:32,480 Steves is plastic neutral. But that's my point is it's not 382 00:20:32,480 --> 00:20:35,720 too late. We we can make a difference. 383 00:20:35,720 --> 00:20:40,240 You know, the world is not too late to turn around and we just 384 00:20:40,240 --> 00:20:43,680 need to find those who are doing it and vote for them and support 385 00:20:43,680 --> 00:20:46,040 them and. Absolutely. 386 00:20:46,720 --> 00:20:54,200 And so with Steve's before I, I, I want to talk about HPP, that's 387 00:20:54,200 --> 00:20:58,120 a big, big topic. But before we talk about that, I 388 00:20:58,120 --> 00:21:02,760 want to just go through what you actually offer to consumers. 389 00:21:02,760 --> 00:21:08,200 So you have dog food and cat food, but you have frozen raw, 390 00:21:08,200 --> 00:21:12,440 you have freeze dried. The cat food is called Quest. 391 00:21:12,760 --> 00:21:16,160 So people are looking for Steve's that you, you might 392 00:21:16,160 --> 00:21:18,560 actually see Quest for your cats. 393 00:21:18,560 --> 00:21:21,640 And then there's a prey model diet that you have. 394 00:21:21,640 --> 00:21:26,640 So can you tell me a little bit about the product lines and and 395 00:21:27,080 --> 00:21:28,480 the offerings that you have? Yeah. 396 00:21:28,720 --> 00:21:30,560 Absolutely. So we're very simple. 397 00:21:30,560 --> 00:21:33,600 We don't want to inundate people and if food when you come, when 398 00:21:33,600 --> 00:21:35,280 it comes down to a food is pretty simple. 399 00:21:35,800 --> 00:21:40,280 We don't need 17 different tiers of you know, gently baked 400 00:21:40,280 --> 00:21:42,920 kibble, heavily baked kibble, all of this different stuff. 401 00:21:43,080 --> 00:21:45,640 So we're very simple, very small. 402 00:21:45,640 --> 00:21:48,840 We have 3 lines of food and some treats. 403 00:21:49,840 --> 00:21:54,200 And so the first line, this were the original diets or the barf 404 00:21:54,200 --> 00:21:57,600 diets, biologically appropriate raw foods. 405 00:21:58,400 --> 00:22:02,240 And these are designed both for dogs and cats, which is a really 406 00:22:02,240 --> 00:22:04,120 cool thing. These are the ones that Steve 407 00:22:04,120 --> 00:22:06,320 Brown designed years and years and years ago. 408 00:22:07,360 --> 00:22:10,400 And those are available in freeze dried or frozen. 409 00:22:10,400 --> 00:22:12,240 They come in seven different flavors. 410 00:22:12,240 --> 00:22:16,920 They're 80% meat, organ and bone, 15% awesome produce like 411 00:22:16,920 --> 00:22:19,960 broccoli, romaine lettuce, watermelon, cantaloupe, you 412 00:22:19,960 --> 00:22:23,080 know, really cool stuff. A lot of phytonutrients and then 413 00:22:23,080 --> 00:22:26,520 5% natural supplements. And when I say natural 414 00:22:26,520 --> 00:22:30,000 supplements, we're not adding, it's not like a supplement like 415 00:22:30,000 --> 00:22:33,240 you think like a pill it. We're adding goat milk, we're 416 00:22:33,240 --> 00:22:36,800 adding kelp, we're adding chia seed, all of these wonderful 417 00:22:36,800 --> 00:22:40,120 natural things that help to balance the formulas. 418 00:22:40,440 --> 00:22:44,000 So those are original diets. And again, those are for both 419 00:22:44,000 --> 00:22:48,040 dogs and cats, but we recognize that cats really are prey model 420 00:22:48,040 --> 00:22:49,880 predators. You know, these are, they do 421 00:22:49,880 --> 00:22:53,800 well on a prey model diet and so that's where the Quest comes in. 422 00:22:54,040 --> 00:22:58,360 We have Quest in freeze dried and frozen and that one comes in 423 00:22:58,360 --> 00:23:02,520 four different flavors. That one is 95% meat, organ and 424 00:23:02,520 --> 00:23:06,640 bone and then 5% the same supplements, you know, kelp, all 425 00:23:06,640 --> 00:23:10,280 that great stuff. Then the third line of food we 426 00:23:10,280 --> 00:23:12,800 have is the prey model diet. Now these are basically the same 427 00:23:12,800 --> 00:23:17,000 formulas as the Quest, they're just only available in a 20 LB 428 00:23:17,000 --> 00:23:19,120 box of patties of frozen patties. 429 00:23:19,920 --> 00:23:22,960 Just for those folks, those those prey model purists who do 430 00:23:22,960 --> 00:23:25,960 want to feed a prey model diet to their dog or want to include 431 00:23:25,960 --> 00:23:29,280 their own phytonutrients. They say, you know what, I have 432 00:23:29,280 --> 00:23:32,400 my own fermented blend I love to add or something like that. 433 00:23:32,640 --> 00:23:36,840 I just want a really good balanced food that I can then 434 00:23:36,840 --> 00:23:40,480 add some stuff on top. I really do believe that dogs do 435 00:23:40,480 --> 00:23:43,560 better on that kind of barf diet with a little bit of the 436 00:23:43,560 --> 00:23:47,040 vegetable component. They get tons of fantastic 437 00:23:47,080 --> 00:23:51,560 prebiotic fiber and again, you get those phytonutrients from 438 00:23:51,560 --> 00:23:55,160 those plants. So that's that's the three food 439 00:23:55,160 --> 00:23:58,400 lines. And then we also have these 440 00:23:58,400 --> 00:24:03,200 really awesome protein bites. And these are actually Howard by 441 00:24:03,200 --> 00:24:05,760 Gussie's Gut. So we were talking about Dr. Ian 442 00:24:05,760 --> 00:24:11,000 Billinghurst before and Dr. Ian Billinghurst and his partner Rob 443 00:24:11,000 --> 00:24:16,080 Ryan make up Gussie's Gut. And Gussie's Gut makes this 444 00:24:16,080 --> 00:24:21,280 incredible fermented blend of super foods for dogs and you can 445 00:24:21,280 --> 00:24:24,760 use it as a Topper. They made us a special blend to 446 00:24:24,760 --> 00:24:28,320 go into these protein bites. So these are 80% meat and then 447 00:24:28,320 --> 00:24:32,960 20% fermented extras like organic green apple, organic 448 00:24:32,960 --> 00:24:36,200 ginger, organic cauliflower, slippery Elm bark, all of this 449 00:24:36,200 --> 00:24:41,640 really, really cool stuff. So that that flushes out our 450 00:24:41,640 --> 00:24:44,240 offerings. It's very simple, it's small. 451 00:24:44,240 --> 00:24:48,680 It's designed to really, really give your pet a strong, strong 452 00:24:48,680 --> 00:24:51,320 foundation. And we believe heavily in 453 00:24:51,320 --> 00:24:52,960 rotating. So all of our diets are very 454 00:24:52,960 --> 00:24:56,280 easy to rotate between as well. I One of the things that I 455 00:24:56,280 --> 00:25:00,960 really love is that you are including raw goat's milk in the 456 00:25:00,960 --> 00:25:03,440 recipes. Every single ingredient, every 457 00:25:03,440 --> 00:25:05,520 single recipe has that raw goat's milk in there. 458 00:25:05,520 --> 00:25:09,920 Yep. It is like magic for me. 459 00:25:11,120 --> 00:25:16,280 It is staple in my dog's diet. I actually she is. 460 00:25:16,280 --> 00:25:20,600 I consider it a modified fast. She only gets goat's milk for 461 00:25:20,600 --> 00:25:23,400 breakfast and then has her dinner in the evening. 462 00:25:23,440 --> 00:25:26,720 And I try to get it in my cats as much as possible, but it 463 00:25:26,720 --> 00:25:30,280 usually does end up more in their food than just a 464 00:25:30,280 --> 00:25:32,160 standalone like it is for my dog. 465 00:25:32,520 --> 00:25:37,640 But I just think it's, and I also, I mean, I, I've had Billy 466 00:25:37,640 --> 00:25:42,640 Hookman on it a number of times and you know, he talks about how 467 00:25:43,680 --> 00:25:47,360 we don't really even know everything that's in this. 468 00:25:47,440 --> 00:25:50,440 You know, it's, it's a reproductive food and it changes 469 00:25:50,440 --> 00:25:53,360 constantly and it's like we don't even know all of the 470 00:25:53,360 --> 00:25:56,160 nutrients that are in it. So it's it's just like this 471 00:25:56,160 --> 00:25:58,200 magic superfood to me. Yeah. 472 00:25:58,200 --> 00:26:01,400 I love I heard him say once that it's it's one of the only things 473 00:26:01,400 --> 00:26:03,440 in nature that was designed to be food. 474 00:26:04,040 --> 00:26:06,480 Yeah. It's truly made to be food. 475 00:26:06,480 --> 00:26:08,560 Whereas, you know, animals, plants and stuff like that, they 476 00:26:08,560 --> 00:26:10,840 don't really want to be, you know, eaten that much. 477 00:26:11,280 --> 00:26:13,840 But this is designed to be eaten. 478 00:26:14,000 --> 00:26:17,680 Yeah. Yeah, so we have these amazing 479 00:26:17,720 --> 00:26:22,360 recipes and the the frozen recipes mimic the freeze dried 480 00:26:22,360 --> 00:26:24,400 recipes, right? There's no recipe change. 481 00:26:24,680 --> 00:26:27,760 It's the exact same thing. We take some of the Nuggets that 482 00:26:27,760 --> 00:26:30,520 are frozen and ready to be packaged and we just roll them 483 00:26:30,520 --> 00:26:32,480 over to the freeze dryers and shove them in there. 484 00:26:32,760 --> 00:26:34,440 Easy as that. Got it. 485 00:26:35,320 --> 00:26:40,840 So I would love to talk to you a little bit about HPP or high 486 00:26:40,840 --> 00:26:47,480 pressure processing is something that I think the raw feeding 487 00:26:47,480 --> 00:26:52,640 community specifically gets a little their, their britches are 488 00:26:52,640 --> 00:26:54,160 a little big. Yeah. 489 00:26:55,040 --> 00:26:58,280 I hate to say that. It's a controversial topic, and 490 00:26:58,880 --> 00:27:00,800 I think a lot of that controversy is based off of 491 00:27:00,840 --> 00:27:04,560 older information. Yeah, so there are definitely 492 00:27:04,560 --> 00:27:07,760 some purists out there who are like, absolutely not. 493 00:27:07,760 --> 00:27:11,440 I never, ever, ever want to recommend a food that is HPP, 494 00:27:11,440 --> 00:27:14,640 that's not truly raw. And then there are other people 495 00:27:14,640 --> 00:27:18,560 that say, you know, it's totally fine. 496 00:27:18,720 --> 00:27:22,600 You know, you're killing the big three, the salmonella, listeria, 497 00:27:22,600 --> 00:27:24,600 E coli. Like, you know, we're making 498 00:27:24,600 --> 00:27:27,640 this food safe. We're making it accessible so 499 00:27:27,680 --> 00:27:31,160 pet owners don't freak out and go, Oh no, they had a recall. 500 00:27:31,160 --> 00:27:33,000 I can't feed my pet fresh food anymore. 501 00:27:33,240 --> 00:27:35,320 Yeah, it's there for the Peace of Mind, right? 502 00:27:35,640 --> 00:27:38,480 Yeah. So that's kind of where I land 503 00:27:38,480 --> 00:27:43,600 with it, is that I will look at an individual animal and see how 504 00:27:43,600 --> 00:27:46,640 they do on the food. And if they do well on the food, 505 00:27:46,640 --> 00:27:49,520 then what's the problem? Yeah, and that's what drew me to 506 00:27:49,520 --> 00:27:53,840 Steve's so long ago because I I carried like 50, like probably 507 00:27:53,840 --> 00:27:56,800 12 different raw brands and I tried with all of them because I 508 00:27:56,800 --> 00:27:58,240 handpicked everything in the store. 509 00:27:58,720 --> 00:28:01,360 So I wanted it to succeed or else I would look like a fool. 510 00:28:01,560 --> 00:28:06,800 So I think one of the arguments is that the pressure is so 511 00:28:06,800 --> 00:28:09,600 great, it's greater than the pressure of the Mariana Trench 512 00:28:09,600 --> 00:28:11,760 is what keeps getting thrown around. 513 00:28:11,760 --> 00:28:13,880 I'm assuming that's accurate. That's what I learned. 514 00:28:13,880 --> 00:28:16,160 I was telling you before we we hit record. 515 00:28:16,160 --> 00:28:21,400 I I listened to a presentation at AFCO about HPP and that's 516 00:28:21,400 --> 00:28:25,040 what she was saying as well. The argument with that is that 517 00:28:25,040 --> 00:28:29,440 it denatures the food so it's technically not raw. 518 00:28:30,400 --> 00:28:35,560 At the same time, if you want to be a purist then freezing also 519 00:28:36,120 --> 00:28:39,240 breaks the cell. Like where do you draw the line 520 00:28:39,240 --> 00:28:41,560 and what is safe? What is not safe? 521 00:28:41,560 --> 00:28:43,880 Is it still providing the same nutrients? 522 00:28:43,880 --> 00:28:46,320 Is it not like that's? Right. 523 00:28:46,320 --> 00:28:49,400 I mean, a leaf of lettuce has has grown less nutritious 2 524 00:28:49,400 --> 00:28:53,200 hours after you harvest it. Like it's when we really start 525 00:28:53,200 --> 00:28:55,680 splitting hairs. But the denaturing thing, you 526 00:28:55,680 --> 00:29:00,720 know, you can absolutely, I believe apply enough pressure 527 00:29:00,720 --> 00:29:03,760 and then hold you hold it for enough time to ABS to totally 528 00:29:03,760 --> 00:29:06,560 denature the food. I think you can transform it. 529 00:29:06,640 --> 00:29:09,760 You know, the thing a lot of folks don't realize is that high 530 00:29:09,760 --> 00:29:12,160 pressure processing is a very variable thing. 531 00:29:12,160 --> 00:29:15,480 You can change a lot of a lot of the variables. 532 00:29:15,480 --> 00:29:17,480 You can change the time that it's under pressure. 533 00:29:17,840 --> 00:29:20,880 You can change the time the, the pressure that you're using. 534 00:29:21,240 --> 00:29:23,640 You can control the temperature in that vessel. 535 00:29:23,640 --> 00:29:29,360 Because when, when when HPP was first used for raw pet foods, it 536 00:29:29,360 --> 00:29:32,320 was not really dialed in at all, not nearly. 537 00:29:32,760 --> 00:29:36,800 And it would leave the food kind of gummy and it would 538 00:29:36,840 --> 00:29:39,040 undoubtedly destroy some of the nutrients. 539 00:29:39,520 --> 00:29:43,080 And it would, you know, you're pretty much sterilizing the food 540 00:29:43,080 --> 00:29:46,120 and you're partially cooking it. And, you know, undoubtedly 541 00:29:46,120 --> 00:29:48,760 you're losing a bunch of very sensitive compounds. 542 00:29:48,760 --> 00:29:51,120 I talk all the time about all those different compounds and 543 00:29:51,120 --> 00:29:53,440 food. Well, if you heat it up a little 544 00:29:53,440 --> 00:29:59,760 bit, I mean, you lose some terpenes at 105°, you know, so 545 00:29:59,760 --> 00:30:01,720 you have some very sensitive things in there. 546 00:30:02,520 --> 00:30:06,320 However, so a lot of people may remember Steve's back in the 547 00:30:06,320 --> 00:30:10,360 day, up until about 2014 probably we were very anti HPV. 548 00:30:10,520 --> 00:30:12,920 We were in that camp as well. No, you cannot. 549 00:30:13,080 --> 00:30:16,920 You're going to totally ruin. But then we realized that we 550 00:30:16,920 --> 00:30:19,600 wanted people to, we wanted to reach more pets. 551 00:30:19,600 --> 00:30:22,080 We wanted to make this accessible to people so they 552 00:30:22,080 --> 00:30:25,280 could feel safe coming on to it. We don't necessarily believe the 553 00:30:25,280 --> 00:30:29,880 dogs or cats need, but we want people to feel safe feeding it 554 00:30:29,880 --> 00:30:33,400 so that more pets can get this, so that more pets can eat 555 00:30:33,600 --> 00:30:36,080 healthier and feel healthier and live better lives. 556 00:30:36,240 --> 00:30:39,440 So we spent over two years, we teamed up with a company called 557 00:30:39,440 --> 00:30:44,040 Hyperbaric and we spent over two years doing research and testing 558 00:30:44,040 --> 00:30:45,880 and tweaking. And at the same time we were 559 00:30:45,880 --> 00:30:49,040 testing every other method, food safety out there under the sun. 560 00:30:49,040 --> 00:30:51,560 We tested fermentation, we tested all sorts of different 561 00:30:51,560 --> 00:30:56,280 stuff because we just wanted the best and we didn't want, you 562 00:30:56,280 --> 00:30:59,120 know, we didn't set our heart on one way of doing it. 563 00:30:59,120 --> 00:31:02,440 We just wanted the best. So we spent over two years 564 00:31:02,440 --> 00:31:05,640 working directly, directly with hyperbaric testing, tweaking, 565 00:31:05,640 --> 00:31:08,360 testing, tweaking. When we arrived at this process 566 00:31:08,360 --> 00:31:12,240 that I like to call gentle HPP, which is a lower hold time, low 567 00:31:12,240 --> 00:31:14,280 pressure. It's in there for less than two 568 00:31:14,280 --> 00:31:16,800 minutes. It does destroy your big three, 569 00:31:17,120 --> 00:31:20,240 your salmonella, listeria, E coli. 570 00:31:20,240 --> 00:31:22,920 They are more sensitive to pressure than a lot of other 571 00:31:22,920 --> 00:31:25,400 bacteria. It does not destroy the 572 00:31:25,400 --> 00:31:27,720 probiotic content. You know, a lot of the the 573 00:31:27,720 --> 00:31:30,000 probiotics and goat milk are actually very resistant to 574 00:31:30,000 --> 00:31:33,000 pressure, but a lot of other, you know, bacteria as well. 575 00:31:33,480 --> 00:31:35,960 Is he surprisingly resistant to the amount of pressure that 576 00:31:35,960 --> 00:31:38,000 we're using? And so we really did not 577 00:31:38,000 --> 00:31:40,400 decrease the probiotic content by that much. 578 00:31:40,400 --> 00:31:42,600 And I used to have a figure, but I don't remember what it is. 579 00:31:42,600 --> 00:31:46,120 No, but it wasn't that much. It surprised me when I read 580 00:31:46,120 --> 00:31:48,720 about it because I was working in store at the time and my 581 00:31:48,720 --> 00:31:53,800 staff was like, Steve's just started HPP ING they're done 582 00:31:53,800 --> 00:31:55,480 here. I was like, well, hold on, I 583 00:31:55,480 --> 00:31:57,840 trust these guys. Let's look at, let's see if they 584 00:31:57,840 --> 00:32:00,240 wrote something about it. And they did, they actually 585 00:32:00,240 --> 00:32:02,480 published all these results and you can still find them on the 586 00:32:02,480 --> 00:32:06,080 website. You can go on and you can see a 587 00:32:06,080 --> 00:32:09,800 batch of food before and after it's been HPP. 588 00:32:09,880 --> 00:32:12,720 And you can see the 95 different nutrients that we were testing 589 00:32:12,720 --> 00:32:16,320 for across the board. Most of them actually increased 590 00:32:16,320 --> 00:32:18,560 a little bit. Some of them decreased a little 591 00:32:18,560 --> 00:32:20,240 bit. And then four of them decreased 592 00:32:20,280 --> 00:32:23,520 to a level that was more than 10%, probably less than 20%. 593 00:32:23,520 --> 00:32:27,120 And we're still above AFCO, but we wanted, we wanted it where it 594 00:32:27,120 --> 00:32:29,560 was. And so we reduced the bone 595 00:32:29,560 --> 00:32:31,720 content a little bit. We would do we increase the 596 00:32:31,720 --> 00:32:33,520 organ meat and we increase the muscle meat. 597 00:32:33,720 --> 00:32:37,120 And those little changes were enough to completely rebalance 598 00:32:37,120 --> 00:32:39,600 it right where we want it. And then we, we looked at the 599 00:32:39,600 --> 00:32:41,520 enzymes. The enzymes were still active 600 00:32:41,520 --> 00:32:43,640 and still in the food. What am I missing? 601 00:32:43,800 --> 00:32:46,400 Feel like there's some other thing that that we look at a lot 602 00:32:46,400 --> 00:32:50,520 when it comes to because we want to produce a safe but living 603 00:32:50,520 --> 00:32:53,640 food. We want it to still be fresh raw 604 00:32:53,640 --> 00:32:57,160 food by anyone's measure by any way that we can measure it right 605 00:32:57,160 --> 00:33:00,920 now. And I kind of got off track 606 00:33:00,920 --> 00:33:02,600 there, no? No, it's. 607 00:33:03,640 --> 00:33:04,640 Good. I, I kind of got off track 608 00:33:04,640 --> 00:33:08,840 because I wanted to, you know, connect that to a lot of the 609 00:33:08,840 --> 00:33:11,640 older research and a lot of the older stuff and the older 610 00:33:11,640 --> 00:33:13,880 methods of doing it. And there are a lot of companies 611 00:33:13,880 --> 00:33:15,840 now that I think that still use it very aggressively. 612 00:33:16,000 --> 00:33:18,120 You do see companies that sterilize their food. 613 00:33:18,920 --> 00:33:21,640 You do see companies that want to eliminate all of that probiot 614 00:33:21,640 --> 00:33:24,160 or all of, you know, the the bacterial content, all the 615 00:33:24,160 --> 00:33:27,120 microbial content. And then they'll go and add some 616 00:33:27,120 --> 00:33:30,520 probiotics back into it. And then they'll add some 617 00:33:30,520 --> 00:33:32,760 vitamins and minerals back into it because they've been 618 00:33:32,760 --> 00:33:36,240 destroyed by that pressure. That's completely against who we 619 00:33:36,240 --> 00:33:38,000 are. Yeah. 620 00:33:38,040 --> 00:33:42,040 And I think that because there isn't really that 621 00:33:42,040 --> 00:33:46,920 standardization, that's why possibly why so many people in 622 00:33:46,920 --> 00:33:53,400 industry are still and. That's a great point, yeah, 623 00:33:53,400 --> 00:33:55,760 Because I, I think even the, the people who are using it very 624 00:33:55,760 --> 00:33:57,920 aggressively, I think I've gotten a lot better at it 625 00:33:58,360 --> 00:33:59,720 before. We they, they don't think they 626 00:33:59,720 --> 00:34:01,480 were controlling temperature as much. 627 00:34:01,920 --> 00:34:04,040 And when you put things under pressure, the temperature is 628 00:34:04,040 --> 00:34:06,240 going to rise. And so it would really kind of 629 00:34:06,240 --> 00:34:07,920 change, mess up the texture and all of that. 630 00:34:07,920 --> 00:34:09,480 Whereas now they have that dialed in. 631 00:34:09,880 --> 00:34:12,120 But that's a great point that there are a lot of companies who 632 00:34:12,120 --> 00:34:16,239 are probably using it more aggressively, and that may be 633 00:34:16,239 --> 00:34:18,520 what's just kind of giving the whole thing a bad name. 634 00:34:19,199 --> 00:34:26,159 I think so also, you know, any change is difficult for people 635 00:34:26,159 --> 00:34:27,600 in general, like people don't take. 636 00:34:28,000 --> 00:34:29,400 We don't. Like to change. 637 00:34:30,480 --> 00:34:35,239 So even when we have new information or relatively new 638 00:34:35,239 --> 00:34:40,679 information like the before and after studies on the nutrients 639 00:34:40,679 --> 00:34:46,840 and being able to adjust the formulation so that the after 640 00:34:46,840 --> 00:34:48,880 still meets what you want it to be. 641 00:34:48,880 --> 00:34:53,239 It's just I think takes people time to start to accept it and 642 00:34:53,239 --> 00:34:57,280 understand it and and and. And watching that process from 643 00:34:57,280 --> 00:35:01,720 within, there was a lot more resistance 10 years ago or five 644 00:35:01,720 --> 00:35:04,080 years ago. Yeah, more and more people are 645 00:35:04,080 --> 00:35:06,080 coming around. I will say that at the pet store 646 00:35:06,080 --> 00:35:09,600 level, when you're talking directly with consumers, they 647 00:35:09,600 --> 00:35:12,000 loved hearing that, that there was a safety step. 648 00:35:12,480 --> 00:35:14,760 Not only were we doing that, but we were testing and holding 649 00:35:14,760 --> 00:35:17,560 every batch until we got the results back from a third party 650 00:35:17,560 --> 00:35:19,720 lab. They loved hearing that stuff 651 00:35:19,720 --> 00:35:22,960 because they care about these animals a lot, you know, and 652 00:35:22,960 --> 00:35:24,000 they want to make sure they're safe. 653 00:35:24,000 --> 00:35:27,120 And you have people who are coming off of kibbles and coming 654 00:35:27,120 --> 00:35:29,960 off of canned foods, and they've been hearing these horror 655 00:35:29,960 --> 00:35:33,720 stories about raw food, you know, and we wanted to be 656 00:35:33,720 --> 00:35:37,440 accessible and easy for that starter person who's just still 657 00:35:37,440 --> 00:35:39,040 holding their breath a little bit. 658 00:35:40,040 --> 00:35:42,760 I'm a little nervous about this, but we'll check, we'll try it, 659 00:35:42,760 --> 00:35:46,320 see what happens. But at the store level, a lot of 660 00:35:46,320 --> 00:35:48,680 people were really it gave them a lot of Peace of Mind. 661 00:35:48,720 --> 00:35:51,720 Yeah, that's good to hear. And I do think it does like as 662 00:35:51,720 --> 00:35:55,520 you were saying, that's one of my, my bigger things And I, I 663 00:35:55,520 --> 00:35:58,800 have had clients because I still I do one-on-one consultations 664 00:35:58,800 --> 00:36:02,200 and I definitely have had clients that were just like no, 665 00:36:02,200 --> 00:36:05,560 I can't, I can't feed raw. I can't feed raw and I'm like, 666 00:36:05,600 --> 00:36:09,760 OK, well, what if we try this HPPD food and explain to them, 667 00:36:10,000 --> 00:36:14,400 you know, the kill step and what it does and they're like, OK, I 668 00:36:14,400 --> 00:36:17,360 could try that, you know, like it it, it can be a selling point 669 00:36:17,360 --> 00:36:18,880 for some people. Makes it accessible. 670 00:36:18,920 --> 00:36:21,960 It just be it's it makes it a slightly smaller step to climb 671 00:36:21,960 --> 00:36:25,480 on to some people who don't want to step as high can still get up 672 00:36:25,480 --> 00:36:27,840 here and their pets can still eat really good food. 673 00:36:28,520 --> 00:36:32,360 And when I fed it, you know, I mean, I hit so many dogs at the 674 00:36:32,360 --> 00:36:35,880 store level when I fed it against other brands that were 675 00:36:35,880 --> 00:36:39,160 using other methods of safety control, there was no 676 00:36:39,160 --> 00:36:42,040 discernible difference. I could see, again, the pets who 677 00:36:42,040 --> 00:36:45,520 were eating the Steves did so well for such a long time that 678 00:36:45,520 --> 00:36:49,200 that's what drew me to the company was wild performing so 679 00:36:49,200 --> 00:36:50,800 well. I want to be involved with this. 680 00:36:51,440 --> 00:36:57,280 Yeah, I mean, I'm just one of those people that I feed such a 681 00:36:57,280 --> 00:37:01,320 huge variety to my dogs and cats that like one day they may be 682 00:37:01,320 --> 00:37:04,040 eating an HPP food and the next day they may be eating a 683 00:37:04,040 --> 00:37:06,760 fermented food in the next. Day, that's the way to do it. 684 00:37:06,760 --> 00:37:09,160 That's awesome right there. Yeah, absolutely. 685 00:37:09,160 --> 00:37:12,400 I always say, you know, find a few that you trust, really do 686 00:37:12,400 --> 00:37:14,440 your homework, look into them, get to know them. 687 00:37:14,440 --> 00:37:17,920 You only have to do it once. Find a few that you trust and 688 00:37:17,920 --> 00:37:20,320 rotate between. You know, I usually have my rock 689 00:37:21,360 --> 00:37:23,960 and that makes up the bulk of their diet, and then I'll rotate 690 00:37:23,960 --> 00:37:26,840 around with other stuff and add other things in and they get 691 00:37:26,840 --> 00:37:29,800 fresh eggs from my chickens all the time and all sorts of fun 692 00:37:29,800 --> 00:37:31,280 stuff. Absolutely. 693 00:37:31,320 --> 00:37:32,400 Food. It's not a prescription. 694 00:37:33,320 --> 00:37:37,040 Yes, so that kind of brings up another. 695 00:37:37,400 --> 00:37:40,400 Well, actually earlier you were talking about you only have 696 00:37:41,120 --> 00:37:44,880 these, you know, the, the frozen, the freeze dried, the 697 00:37:45,040 --> 00:37:47,240 prey model. If and if you don't want to 698 00:37:47,280 --> 00:37:49,800 answer this, that is OK too. I can always edit one of the 699 00:37:49,800 --> 00:37:52,560 things that people tend to get stuck on, especially when 700 00:37:52,560 --> 00:37:56,000 they're coming from a big box store or even a veterinarian's 701 00:37:56,000 --> 00:37:59,400 office, buying food from the veterinarian's office on to 702 00:37:59,480 --> 00:38:05,920 interested in a fresh food diet. They are trapped in this mindset 703 00:38:05,920 --> 00:38:09,480 of needing to feed different foods to different breeds or to 704 00:38:09,480 --> 00:38:11,200 different sized dogs or to different. 705 00:38:11,440 --> 00:38:16,640 So being so intentional about making it so simple, can you 706 00:38:16,640 --> 00:38:18,800 talk to that at all? Yes. 707 00:38:19,080 --> 00:38:22,240 When you go back to basics, all of these animals would be eating 708 00:38:22,240 --> 00:38:25,680 the same thing, OK, Dogs and cats, they'd be eating slightly 709 00:38:25,680 --> 00:38:28,200 different amounts of the same things. 710 00:38:28,680 --> 00:38:31,960 Food is so much more simple than we're making it nowadays. 711 00:38:32,240 --> 00:38:36,440 Marketing has made us think that I need this kibble for my Golden 712 00:38:36,640 --> 00:38:40,920 retriever and I need this kibble for my German Shepherd and I 713 00:38:40,920 --> 00:38:45,280 need this kibble for my 7 year old Golden and this for my 3 714 00:38:45,280 --> 00:38:48,040 year old Golden. And it's it's brilliant the 715 00:38:48,040 --> 00:38:50,760 marketing that they've done because that puts you in a box 716 00:38:51,040 --> 00:38:54,480 that makes you feel like you have to go with this brand that 717 00:38:54,480 --> 00:38:57,080 has a food specifically made for your DAW. 718 00:38:57,800 --> 00:39:00,680 You know, this one says that it's for a middle-aged golden 719 00:39:00,680 --> 00:39:03,440 retriever named Chuck. I have to buy it. 720 00:39:03,440 --> 00:39:05,640 It's the only one on the market that says that. 721 00:39:06,160 --> 00:39:11,320 And so really, a lot of that is just marketing designed to aim 722 00:39:11,320 --> 00:39:16,640 directly at a category of folks. Food is so much simpler than 723 00:39:17,320 --> 00:39:19,840 look outside. Look at look at your garden or 724 00:39:19,840 --> 00:39:21,720 your neighbor's garden. If you don't have a garden or 725 00:39:21,720 --> 00:39:23,920 their neighbor's garden. If your neighbor doesn't have a 726 00:39:23,920 --> 00:39:28,560 garden, you know, go go to your local farm that is food. 727 00:39:28,680 --> 00:39:32,400 It's so simple and it's so easy and it's not nearly as 728 00:39:32,400 --> 00:39:36,240 complicated as a lot of these companies would have you 729 00:39:36,240 --> 00:39:38,680 believe. Honestly, I would be an advocate 730 00:39:38,680 --> 00:39:40,880 for everyone just making their own pet food. 731 00:39:41,440 --> 00:39:44,720 But it's a full time job. You know, it takes a lot. 732 00:39:44,720 --> 00:39:46,720 Of time. And so, yeah. 733 00:39:47,640 --> 00:39:51,280 And so we're just here to make it easy to to and, and I want to 734 00:39:51,280 --> 00:39:54,480 make a point here too. It's not all or nothing. 735 00:39:55,200 --> 00:39:59,200 You can absolutely feed that golden retriever medium breed 736 00:39:59,400 --> 00:40:03,520 food to your dog and then throw on a few Nuggets of some great 737 00:40:03,520 --> 00:40:06,840 fresh raw food. It's so easy to do that. 738 00:40:06,840 --> 00:40:09,160 And I had so many folks who were doing that, you know, at the 739 00:40:09,160 --> 00:40:11,920 store there were many folks who said, oh, it's just cost 740 00:40:11,920 --> 00:40:13,600 prohibitive. I can't do all raw. 741 00:40:13,600 --> 00:40:16,080 You don't have to. You don't have to transition 742 00:40:16,080 --> 00:40:19,000 fully onto anything. You can feed some of this and 743 00:40:19,000 --> 00:40:21,400 some of that and that's OK. Yeah, I appreciate you bringing 744 00:40:21,400 --> 00:40:24,040 that up. That is a big especially now in 745 00:40:24,040 --> 00:40:27,680 today's economy. I saw huge differences in my 746 00:40:27,680 --> 00:40:30,880 dog, in my golden retriever. He was four years old when I 747 00:40:30,880 --> 00:40:34,600 started doing this and I was just giving him 20% of his diet 748 00:40:34,600 --> 00:40:37,640 and fresh food. That's it, 20% of it. 749 00:40:37,640 --> 00:40:41,960 He'd get 11 Steve's Patty a day and then the rest was in kibble. 750 00:40:43,000 --> 00:40:48,200 I still saw huge changes within a month and that's what really 751 00:40:48,200 --> 00:40:51,120 won me over and blew my mind. I was like, wow, I believe in 752 00:40:51,120 --> 00:40:52,600 this stuff. I am gung ho. 753 00:40:52,600 --> 00:40:56,320 This is this is it because I've tried all the supplements on the 754 00:40:56,320 --> 00:40:57,560 shelf. Trust me, I was running the 755 00:40:57,560 --> 00:41:01,880 store I had I had access to all of them and I tried everything 756 00:41:02,480 --> 00:41:05,720 and there was nothing like just feeding some fresh food, just 757 00:41:05,720 --> 00:41:09,280 believing in nature. And I fall for the same thing 758 00:41:09,280 --> 00:41:10,200 sometimes. I'll sit there. 759 00:41:10,200 --> 00:41:12,280 I'll be eating my, my oven pizza. 760 00:41:12,920 --> 00:41:16,560 You know, I'll be like, man, I feel kind of sluggish and low. 761 00:41:16,760 --> 00:41:18,800 Maybe there's some great supplement out there that will 762 00:41:18,800 --> 00:41:21,640 give me more energy and make me feel more focused and fill in 763 00:41:21,640 --> 00:41:24,000 the blanks in my diet. And I'm like, what am I doing? 764 00:41:24,320 --> 00:41:28,200 Just eat more fresh food. Yeah, switch out for a salad. 765 00:41:28,360 --> 00:41:34,680 I I will say I am not big on eating organs myself, so I do 766 00:41:34,680 --> 00:41:37,800 supplement desiccated organs. I I do do that. 767 00:41:37,880 --> 00:41:40,800 But outside of that my supplements are pretty pretty. 768 00:41:40,880 --> 00:41:43,600 My supplements are all really whole food based. 769 00:41:43,920 --> 00:41:50,280 And then I take CBD because the full spectrum CBD, Yeah, but so 770 00:41:50,280 --> 00:41:54,680 does my dog and so do my cats. Like, but that's yeah, I I have 771 00:41:55,360 --> 00:41:58,360 definitely been on a kick, especially since I became a pet 772 00:41:58,360 --> 00:42:01,440 health coach. I'm just so very focused on 773 00:42:01,560 --> 00:42:04,840 because so many people, they just want to, they ask whatever 774 00:42:04,920 --> 00:42:08,280 the problem is, what can I give my pet for next? 775 00:42:09,200 --> 00:42:11,800 My first question is always what are they eating? 776 00:42:14,400 --> 00:42:16,920 Nutrition is the foundation of health. 777 00:42:17,520 --> 00:42:20,400 OK, If you if you have a house that's sinking into the ground 778 00:42:20,400 --> 00:42:23,960 and starting to crack apart in places you wouldn't think, oh, 779 00:42:23,960 --> 00:42:26,200 man, what kind of paint is going to cover this up? 780 00:42:26,920 --> 00:42:29,360 You'd be thinking, we need to address the foundation. 781 00:42:29,360 --> 00:42:31,040 We need to get this thing stable. 782 00:42:31,520 --> 00:42:33,160 And it's the same for every animal. 783 00:42:33,320 --> 00:42:37,720 You have to give them that found that strong foundation and then 784 00:42:37,720 --> 00:42:39,920 you can start working on other stuff. 785 00:42:40,240 --> 00:42:41,600 But the body wants to be healthy. 786 00:42:41,600 --> 00:42:43,480 You know, all of these pets have health issues. 787 00:42:43,680 --> 00:42:46,680 The body wants to be healthy. You just have to give it what it 788 00:42:46,680 --> 00:42:48,800 needs to use all of its cool tools. 789 00:42:49,160 --> 00:42:52,560 You know, it's full of amazing tools to help move you toward 790 00:42:52,560 --> 00:42:54,880 health. We get focused a lot on on 791 00:42:54,880 --> 00:42:57,160 health, right? When it comes to pets and food, 792 00:42:57,160 --> 00:42:59,280 we get focused a lot on that. And sometimes I have to reel 793 00:42:59,280 --> 00:43:03,760 myself back in because not only, you know, yes, we want them to 794 00:43:03,760 --> 00:43:05,440 be healthy. We want to feed great diets so 795 00:43:05,440 --> 00:43:07,480 they feel healthy, so they live a long time. 796 00:43:07,480 --> 00:43:10,440 It's not just about how long you live, but it's about how alive 797 00:43:10,440 --> 00:43:12,200 you feel. And food helps get you there. 798 00:43:13,680 --> 00:43:16,680 But these are animals who love food, you know, but they love 799 00:43:16,680 --> 00:43:19,280 flavors. They their, their sense of smell 800 00:43:19,280 --> 00:43:20,880 is so much more powerful than us. 801 00:43:20,880 --> 00:43:23,360 They may be able to enjoy food on a level that we can't even 802 00:43:23,360 --> 00:43:25,720 imagine because a big part of flavor is scent. 803 00:43:26,600 --> 00:43:30,680 And so to relegate them to eating, you know, the same 804 00:43:30,880 --> 00:43:34,160 crunchy stuff all the time, or even just the same diet all the 805 00:43:34,160 --> 00:43:37,960 time, give them some variety, give them some real fresh food. 806 00:43:38,400 --> 00:43:39,760 I'm sorry, I went off on a tangent there. 807 00:43:39,760 --> 00:43:41,400 I don't. Know it's totally fine. 808 00:43:41,400 --> 00:43:45,400 It's totally fine. So I want to circle back around 809 00:43:45,400 --> 00:43:55,360 to RAW University, Steve's Raw U that's set up for pet parents. 810 00:43:56,080 --> 00:43:58,080 That is absolutely set up for pet parents. 811 00:43:58,080 --> 00:44:01,120 Yep. It's if you're completely new to 812 00:44:01,120 --> 00:44:04,400 raw or completely new to pet food, you're going to learn a 813 00:44:04,400 --> 00:44:05,680 lot and you're going to have a good time. 814 00:44:06,080 --> 00:44:10,960 If you are a veteran, if you've been feeding raw for 10 years, 815 00:44:11,160 --> 00:44:13,360 you're still going to learn some cool stuff and you're going to 816 00:44:13,360 --> 00:44:15,760 have a good time. So I would definitely recommend 817 00:44:15,800 --> 00:44:19,280 anyone check it out. Jump around to the episodes that 818 00:44:19,280 --> 00:44:22,200 interest you. You know the episode 3 is my 819 00:44:22,200 --> 00:44:25,360 personal favorite, but episode 1 is a great place to start. 820 00:44:25,920 --> 00:44:29,160 OK, I'm, I'm going to go through, I'm, I'm one of those 821 00:44:29,160 --> 00:44:30,760 people. And what's really interesting 822 00:44:30,760 --> 00:44:32,240 and I don't know how woo woo you are. 823 00:44:32,880 --> 00:44:37,280 Most men in general tend not to be very woo woo, but I, I had my 824 00:44:37,320 --> 00:44:42,040 birth chart read this morning and I, she was like, yeah, you 825 00:44:42,040 --> 00:44:45,840 definitely like you are, you feel like yourself when you're 826 00:44:45,840 --> 00:44:47,000 learning. You always want to learn. 827 00:44:47,000 --> 00:44:48,840 I'm like, I absolutely always want to learn. 828 00:44:49,040 --> 00:44:52,360 So it doesn't matter what all the certifications, blah, blah, 829 00:44:52,360 --> 00:44:54,160 blah, whatever. I have literally like a 830 00:44:54,160 --> 00:44:56,760 checklist. It sits on my desk, but I'm like 831 00:44:56,960 --> 00:44:59,400 this is this is the one that I'm going to go through next, and 832 00:44:59,400 --> 00:45:01,480 this is the one that I'm. Going to program, right? 833 00:45:01,600 --> 00:45:03,160 Yeah, it's the way to do it, though. 834 00:45:03,160 --> 00:45:05,920 You just keep learning you. It's honestly, you have to do it 835 00:45:05,920 --> 00:45:08,400 to keep up nowadays. But yeah, I agree. 836 00:45:08,400 --> 00:45:12,680 I'm I'm a lifetime learner. I love the the old classic. 837 00:45:12,680 --> 00:45:15,800 I love books. I think you learn more from a 838 00:45:15,800 --> 00:45:20,360 book than you can learn from. You know, you just can't fit 839 00:45:20,360 --> 00:45:22,840 nearly as much information in a lot of the other media that we 840 00:45:22,840 --> 00:45:25,040 consume. You think about. 841 00:45:25,040 --> 00:45:28,800 Listening to a book on tape, I could read a book in a couple 842 00:45:28,800 --> 00:45:30,400 days because I'm a pretty fast reader. 843 00:45:30,400 --> 00:45:34,400 If I tried to listen to that on tape, that would be hours and 844 00:45:34,400 --> 00:45:36,240 hours and hours and hours and hours. 845 00:45:36,800 --> 00:45:44,560 It I know, I think the forever dog book I so just my lifestyle. 846 00:45:44,560 --> 00:45:48,600 I used to read paper books and it's my favorite thing to do, 847 00:45:49,160 --> 00:45:50,960 but my lifestyle right now just does. 848 00:45:51,000 --> 00:45:53,960 I don't I don't have the time. So I listen. 849 00:45:54,000 --> 00:45:57,320 I do listen. I listen on to audio books, but 850 00:45:57,320 --> 00:46:00,680 when I read the forever dog or I listened to the forever dog, 851 00:46:00,680 --> 00:46:04,040 what I would do was the hunk, the hour or whatever that I 852 00:46:04,040 --> 00:46:06,960 listened. After I was done with that hour, 853 00:46:06,960 --> 00:46:10,200 I would go back into the book and like highlight the things 854 00:46:10,200 --> 00:46:12,560 that I'm like I remember. I want to go back to that or 855 00:46:12,560 --> 00:46:16,320 like dog ear different pages, you know, whatever and it did, I 856 00:46:16,320 --> 00:46:19,880 wanted that was one of the longer audiobooks that I want to 857 00:46:19,880 --> 00:46:21,480 say was like 20 hours or something. 858 00:46:22,680 --> 00:46:24,920 Absolutely. Yeah, I used to, because I had 859 00:46:24,920 --> 00:46:27,520 an hour commute to work and an hour back when I was working in 860 00:46:27,520 --> 00:46:28,920 store. So I used to listen to 861 00:46:28,920 --> 00:46:31,000 audiobooks all the time because I didn't have nearly as much 862 00:46:31,000 --> 00:46:32,240 time for reading. Yeah. 863 00:46:32,800 --> 00:46:34,720 But then when I did have time for reading, I was like, Oh my 864 00:46:34,720 --> 00:46:37,680 God, I get so much more done. I can fit so much more into this 865 00:46:37,680 --> 00:46:38,640 short time. Yeah. 866 00:46:38,960 --> 00:46:41,400 I'm not hating on audiobooks. I love audiobooks. 867 00:46:41,400 --> 00:46:44,760 If you have a good narrator, it's like this feels knives. 868 00:46:45,120 --> 00:46:47,480 You know, it does make all the difference in the world. 869 00:46:47,480 --> 00:46:51,680 Oh my gosh, I'm in a a book club and sometimes we will sometimes 870 00:46:51,680 --> 00:46:55,000 somebody, we rotate who's who's picking the book and sometimes 871 00:46:55,000 --> 00:46:58,040 somebody will pick a book and the, you know, just not knowing, 872 00:46:58,040 --> 00:47:00,160 you don't know who the narrator is going to be before you. 873 00:47:00,160 --> 00:47:03,200 You just take down the book and it's like, man, that was so hard 874 00:47:03,200 --> 00:47:04,480 because the narrator was so much. 875 00:47:07,560 --> 00:47:10,640 Right Feeding Dogs by Doctor Connor Brady. 876 00:47:10,760 --> 00:47:13,080 You read it. Yes, I have started it but there 877 00:47:13,080 --> 00:47:16,200 is no audiobook so. You have to do it old school. 878 00:47:16,200 --> 00:47:19,160 Yeah, yeah. It's it's a hard book to get all 879 00:47:19,160 --> 00:47:22,440 the way through because it's like you read a page and you're 880 00:47:22,440 --> 00:47:25,920 like, wow, I have to go think for 15 minutes. 881 00:47:25,920 --> 00:47:28,640 That blew my mind. And then you read the next page 882 00:47:28,640 --> 00:47:30,480 and you're like, there goes another 15 minutes. 883 00:47:30,480 --> 00:47:33,680 I have to go think like it, it, it, it. 884 00:47:34,040 --> 00:47:35,960 I loved that book. It was fantastic. 885 00:47:36,520 --> 00:47:40,920 Yeah, I'm, I'm I, I need a petition to get him to do an eye 886 00:47:40,960 --> 00:47:44,960 on the person. Oh right, and read it himself 887 00:47:45,080 --> 00:47:46,400 please. That Irish broke. 888 00:47:46,440 --> 00:47:51,440 Wow. 100% yes. My goodness, yes, I am in that 889 00:47:51,440 --> 00:47:58,400 camp. So OK, feeding at least 20% we 890 00:47:58,400 --> 00:47:59,920 don't, it doesn't have to be all or nothing. 891 00:47:59,920 --> 00:48:04,560 And and I very much appreciate that even though you are here 892 00:48:04,560 --> 00:48:08,000 representing Steve's and is a wonderful food, it is balanced 893 00:48:08,000 --> 00:48:13,240 with Whole Foods for not using synthetics, which is one of I 894 00:48:13,240 --> 00:48:16,320 don't even I don't even like, I don't care how many times people 895 00:48:16,320 --> 00:48:18,120 are like, I need you to recommend me a kibble. 896 00:48:18,120 --> 00:48:22,480 I cannot do it. I'm sorry, I cannot do it, but 897 00:48:22,480 --> 00:48:25,480 when I'm looking at other foods, fresh foods, that is the first 898 00:48:25,480 --> 00:48:28,320 thing I look at is what? What are we balancing this with? 899 00:48:28,320 --> 00:48:30,440 Are we balancing it with food? Are we balancing it with 900 00:48:30,440 --> 00:48:33,040 synthetics? We're balancing it with like one 901 00:48:33,040 --> 00:48:37,800 or two, you know? OK, I understand AFCO is hard. 902 00:48:38,160 --> 00:48:41,440 Yeah, absolutely. But if there's a whole 903 00:48:41,440 --> 00:48:43,520 paragraph, no, I'm sorry, I'm not doing it. 904 00:48:43,520 --> 00:48:48,200 I'm not not falling in line. So, but even just doing 20% in 905 00:48:48,200 --> 00:48:53,200 the bowl, it is a huge, huge improvement for our pets. 906 00:48:53,360 --> 00:48:58,720 And I know that cats can be more difficult to transition to 907 00:48:58,720 --> 00:49:03,520 foods, but I think do you have any recommendations there? 908 00:49:03,520 --> 00:49:05,720 Have you ever? Well, yeah, you were in a pet 909 00:49:05,720 --> 00:49:07,120 store. So what are your recommendations 910 00:49:07,120 --> 00:49:08,880 for? Yeah, and absolutely. 911 00:49:09,240 --> 00:49:11,320 Actually in Raw U, we have a whole section about 912 00:49:11,320 --> 00:49:15,520 transitioning cats. I've made several videos for the 913 00:49:15,520 --> 00:49:18,640 webs for the Steve's Real Food page about transitioning cats, 914 00:49:18,640 --> 00:49:20,760 and I actually brought the two crazy cat ladies on their own 915 00:49:20,760 --> 00:49:23,880 show, and a big chunk of that was to talk about transitioning 916 00:49:23,880 --> 00:49:26,640 cats. And every time we probably 917 00:49:26,640 --> 00:49:29,880 covered new information and new tips and new ideas because 918 00:49:29,880 --> 00:49:32,840 they're tricky, but it's possible. 919 00:49:32,960 --> 00:49:36,160 It's possible, it's doable. If your kid was eating Snickers 920 00:49:36,160 --> 00:49:39,720 bars every day for breakfast, he wouldn't want to change either. 921 00:49:40,160 --> 00:49:43,480 But you have to stick with it. You know it's better for them. 922 00:49:43,880 --> 00:49:45,720 So that's what all it comes down to for me. 923 00:49:46,320 --> 00:49:50,560 Patience and persistence. You want to play with the three 924 00:49:50,560 --> 00:49:57,520 TS to begin with. Texture, temperature, and forgot 925 00:49:57,520 --> 00:50:00,200 what the other one is. So we're going to say taste. 926 00:50:00,400 --> 00:50:04,920 It may not be the right flavor for your cat necessarily, but I 927 00:50:04,920 --> 00:50:06,680 always recommend people start slow. 928 00:50:07,200 --> 00:50:09,440 Take a few of those thawed Nuggets. 929 00:50:09,440 --> 00:50:13,520 And when I say you, you know, there are several thousand of 930 00:50:13,520 --> 00:50:16,320 these in a bag, probably. It's about this big. 931 00:50:16,320 --> 00:50:17,840 It's very tiny. Yeah. 932 00:50:17,920 --> 00:50:20,880 Just take two of those and set them either on the side of your 933 00:50:20,880 --> 00:50:24,520 cat full or underneath his food. And don't mix it in and make him 934 00:50:24,520 --> 00:50:28,040 work for it and make him go, oh, this is such a pain to eat now. 935 00:50:28,040 --> 00:50:31,160 Thanks a lot. I have negative association with 936 00:50:31,160 --> 00:50:33,720 this food. Make it easy on him. 937 00:50:33,720 --> 00:50:37,320 Make it easy on yourself, you know, buy yourself a really nice 938 00:50:37,320 --> 00:50:39,640 bottle of whiskey and set it up on top of the fridge and tell 939 00:50:39,640 --> 00:50:42,440 yourself once that cat's transitioned, I get that. 940 00:50:43,520 --> 00:50:45,640 Be patient. Give yourself a reward like 941 00:50:45,640 --> 00:50:48,320 that. Yes, Put a couple Nuggets just 942 00:50:48,320 --> 00:50:51,200 on the side of the bowl. Let them leave it there for two 943 00:50:51,200 --> 00:50:53,360 weeks. It's not the same Nuggets, 944 00:50:53,440 --> 00:50:56,640 obviously, but just do it every day for two weeks. 945 00:50:56,640 --> 00:51:00,680 You're not going to waste food. It's fine if your cat still 946 00:51:00,680 --> 00:51:02,800 hasn't tried it. What you can do is take some of 947 00:51:02,800 --> 00:51:06,240 your cat's kibble and smash it up into little bits and roll the 948 00:51:06,240 --> 00:51:09,320 Nuggets around in there and coat them in that kibble and then set 949 00:51:09,320 --> 00:51:11,760 them on the side. OK, Now it's a little bit more 950 00:51:11,760 --> 00:51:14,200 like something that you that you're familiar with. 951 00:51:14,200 --> 00:51:16,520 You know, cats are imprint animals. 952 00:51:16,520 --> 00:51:19,080 This is biological programming that's designed to keep them 953 00:51:19,080 --> 00:51:21,640 alive where they came from in Africa. 954 00:51:21,920 --> 00:51:25,080 It is so awesome because they're, you know, they want to 955 00:51:25,080 --> 00:51:28,720 hunt 10 to 20 times a day. And if they had to learn by 956 00:51:28,720 --> 00:51:31,400 trial and error, we wouldn't have cats, They'd be dead. 957 00:51:31,920 --> 00:51:34,200 Every one of them would jump on a scorpion or a snake or 958 00:51:34,200 --> 00:51:38,200 something that you can't eat and they wouldn't have made it. 959 00:51:38,760 --> 00:51:40,960 So this programming is very strong for them. 960 00:51:41,560 --> 00:51:45,040 And it it, it really gets them stuck on one type of food or 961 00:51:45,040 --> 00:51:47,160 whatever food they were introduced to when they were 962 00:51:47,160 --> 00:51:49,520 young. But you can overcome it with 963 00:51:49,520 --> 00:51:52,320 patience and persistence and sometimes little creativity. 964 00:51:52,320 --> 00:51:53,800 You might have to turn it into a game. 965 00:51:54,320 --> 00:51:56,000 You might have to trick them into eating it. 966 00:51:56,000 --> 00:51:58,240 You might have to smear a little on their paw and make them lick 967 00:51:58,240 --> 00:52:00,560 it off on their own and go, Oh, this isn't poison. 968 00:52:00,560 --> 00:52:04,440 It tastes delicious actually. But that's my biggest tip is 969 00:52:04,720 --> 00:52:08,800 patience and persistence. There's a lot more that we could 970 00:52:08,800 --> 00:52:11,880 talk about when it comes to converting cats. 971 00:52:12,080 --> 00:52:14,840 The two crazy cat ladies are a fantastic resource. 972 00:52:14,960 --> 00:52:17,280 And so I would, you know, if you're, if you have a cat and 973 00:52:17,280 --> 00:52:22,120 you're struggling to transition or if you're unsure if you want 974 00:52:22,120 --> 00:52:25,680 to start, he's eating this now. I don't want to rock the boat. 975 00:52:26,080 --> 00:52:28,440 You know, if that's a position you're in, go check out some of 976 00:52:28,440 --> 00:52:31,640 their resources and some of their videos and they'll help 977 00:52:31,640 --> 00:52:34,800 you, help walk you through it. Yeah. 978 00:52:35,040 --> 00:52:37,560 Just be patient, be persistent, and never starve your gut. 979 00:52:37,640 --> 00:52:39,200 Thank you for throwing that in at the end. 980 00:52:39,240 --> 00:52:40,440 I appreciate that very much. Yes. 981 00:52:40,600 --> 00:52:43,760 Yes, just a few days of not eating can take him right to the 982 00:52:43,760 --> 00:52:45,320 vet's office. Absolutely. 983 00:52:45,440 --> 00:52:48,240 Yes, you don't. It's OK to use a little bit of 984 00:52:48,240 --> 00:52:52,600 hunger, you know, if all your cats used to that all day 985 00:52:52,600 --> 00:52:55,160 buffet, if he's used to having the food out all the time, 986 00:52:55,400 --> 00:52:58,360 switching to mealtimes goes a long way. 987 00:52:59,080 --> 00:53:02,840 One easy way to stop the all day buffet is I'm stealing that from 988 00:53:02,840 --> 00:53:06,240 the two crazy cat ladies is to pick up the bowl at night. 989 00:53:07,160 --> 00:53:10,880 And that way in the morning he's hungry but he's not starving. 990 00:53:11,440 --> 00:53:13,720 And you're not going to fight him over breakfast, right? 991 00:53:13,720 --> 00:53:16,520 You're going to set down his new breakfast or some of the new 992 00:53:16,520 --> 00:53:19,120 stuff that you want him to try, but you're also going to let him 993 00:53:19,120 --> 00:53:21,720 eat his regular food if that's really what he wants. 994 00:53:23,560 --> 00:53:27,440 Be a little creativity the way the the key. 995 00:53:28,000 --> 00:53:33,040 Yeah. So to learn more about raw food, 996 00:53:33,440 --> 00:53:38,080 real food, fresh food and transitioning cuts, it's learn 997 00:53:38,080 --> 00:53:42,120 about raw.com and that will also be on in the show notes. 998 00:53:43,000 --> 00:53:46,560 So when you check, you can check out the show notes and get there 999 00:53:46,560 --> 00:53:48,240 as well. All the links will be there. 1000 00:53:48,240 --> 00:53:53,160 So with Steve's real food, this is just an indie pet or how can 1001 00:53:53,160 --> 00:53:55,680 people find it? So yeah, it in almost, I 1002 00:53:55,680 --> 00:53:57,560 wouldn't say all of your independent pet stores, but a 1003 00:53:57,560 --> 00:54:01,200 huge chunk of them, we are either there or the store 1004 00:54:01,200 --> 00:54:03,600 manager can order them, order us for you. 1005 00:54:04,960 --> 00:54:06,360 I did. You know, again, I ran pet 1006 00:54:06,360 --> 00:54:08,720 stores for a long time. Those special orders were the 1007 00:54:08,720 --> 00:54:10,640 name of the game. It's not an inconvenience. 1008 00:54:10,640 --> 00:54:14,160 It's not a pain in the butt, it's that store manager or that 1009 00:54:14,160 --> 00:54:17,440 owner is happy to have you coming in and supporting the 1010 00:54:17,440 --> 00:54:20,320 local community. So that's the I would 100% 1011 00:54:20,320 --> 00:54:21,920 recommend trying to find it locally. 1012 00:54:21,920 --> 00:54:24,360 Even if you walk it in, walk in and you don't see it on the 1013 00:54:24,360 --> 00:54:26,800 shelves. It's available all over the 1014 00:54:26,800 --> 00:54:28,840 country. Most stores should be able to 1015 00:54:28,840 --> 00:54:31,840 order it for you at no additional cost and that helps 1016 00:54:31,840 --> 00:54:34,400 support that local community and helps build that relationship 1017 00:54:34,400 --> 00:54:37,520 with that retailer. You can also find us and order 1018 00:54:37,520 --> 00:54:41,560 it directly from us at a site called Raw petfood.com. 1019 00:54:42,840 --> 00:54:44,880 So that's another way to do it. That way you can just have it 1020 00:54:44,880 --> 00:54:47,120 delivered to your house. Awesome. 1021 00:54:47,480 --> 00:54:51,280 Well, Brad, I appreciate all of the information, all of the 1022 00:54:51,280 --> 00:54:55,600 knowledge and the extra little tidbit in there about HPP. 1023 00:54:55,600 --> 00:54:58,480 We can never. I don't know what it is about my 1024 00:54:58,480 --> 00:55:00,840 audience, but they just eat it up. 1025 00:55:01,000 --> 00:55:02,040 It's a. Controversial topic. 1026 00:55:02,240 --> 00:55:04,480 It's a controversial topic. If you guys have questions about 1027 00:55:04,480 --> 00:55:07,760 it, reach out to us. You know, I'm not saying don't 1028 00:55:07,760 --> 00:55:10,760 talk to Jessica, I just mean you're welcome to reach out to 1029 00:55:10,760 --> 00:55:13,440 us if you have questions about it, we're here to answer them. 1030 00:55:14,400 --> 00:55:17,640 And when you contact our customer service team, you get 1031 00:55:17,640 --> 00:55:21,160 one of us who works for Steve's, you know, you get me, you get 1032 00:55:21,160 --> 00:55:23,720 one of my colleagues. There's a young lady who does it 1033 00:55:23,720 --> 00:55:25,680 most of the time. She's far more brilliant than I 1034 00:55:25,680 --> 00:55:29,760 am. So you get a real person who 1035 00:55:29,760 --> 00:55:32,520 works for Steve's and you can ask us questions if you have 1036 00:55:32,520 --> 00:55:34,720 questions or concerns. I love that. 1037 00:55:34,800 --> 00:55:37,080 That is so important. The transparency, the 1038 00:55:37,080 --> 00:55:39,760 connection, the being able to call and get your questions 1039 00:55:39,760 --> 00:55:42,840 answered. Yes, yeah, so important. 1040 00:55:42,840 --> 00:55:45,000 So many pet parents do not do that. 1041 00:55:46,520 --> 00:55:47,680 I guess a lot of. People who call and they're 1042 00:55:47,680 --> 00:55:49,080 surprised that somebody picks up. 1043 00:55:49,360 --> 00:55:52,880 Yeah, I've called four other brands and I can't get a call 1044 00:55:52,880 --> 00:55:54,160 back. It's been weeks. 1045 00:55:55,280 --> 00:55:58,800 Isn't that crazy? But yeah, we've been conditioned 1046 00:55:58,800 --> 00:56:01,720 for that, I guess. All right, thank you. 1047 00:56:01,720 --> 00:56:07,400 I thank you again, Brad. And guys, I absolutely love 1048 00:56:07,400 --> 00:56:09,560 bringing this kind of information to you. 1049 00:56:09,560 --> 00:56:13,280 If you have any questions, if you want to reach out to Brad at 1050 00:56:13,280 --> 00:56:16,080 Steve's, you absolutely can. If you want to reach out to me 1051 00:56:16,080 --> 00:56:20,000 with more questions, I can get them answered for you as well. 1052 00:56:20,000 --> 00:56:22,520 Please check us out. Check out the go to the pet 1053 00:56:22,520 --> 00:56:25,920 parentingreset.com, get all of Brad's contact info, follow 1054 00:56:25,920 --> 00:56:28,800 Steve's on all the socials and absolutely if you have any 1055 00:56:28,800 --> 00:56:31,440 questions, DM me on Instagram. I love to hear from you. 1056 00:56:31,960 --> 00:56:35,920 And with that, I am going to say thank you again Brad and 1057 00:56:35,920 --> 00:56:38,280 everybody have a fabulous rest of your week. 1058 00:56:38,280 --> 00:56:41,840 Please give your pets some extra love from me and Brad this week. 1059 00:56:41,840 --> 00:56:44,600 So until next week. Bye guys. 1060 00:56:44,600 --> 00:56:45,760 It's trying to stop.