The Woman Behind The Mission

Summary

Keep It Positive, Sweetie – Episode Summary

Podcast: Keep It Positive, Sweetie (The Black Effect Podcast Network & iHeartPodcasts)
Episode: "The Woman Behind the Mission"
Date: July 12, 2026
Host: Crystal Renee Hayslett
Guest: Jasmine Crowe-Houston (Founder & CEO of Goodr)

---

Episode Overview

This powerful episode centers on the story and vision of Jasmine Crowe-Houston, founder and CEO of Goodr, a social impact company dedicated to eradicating food insecurity and redefining how surplus food is managed. Host Crystal Renee Hayslett creates space for a deep, honest conversation about Jasmine’s journey from cooking meals for people experiencing homelessness on Atlanta’s streets to building a multi-million dollar, mission-driven enterprise now operating in 19 markets. With the release of her first book, Feeding Hope: How to Build a Mission-Driven Enterprise to Create Change, Jasmine reflects on lessons learned, the struggle and joy of building with purpose, and the faith it takes to keep saying yes to your calling—even when the assignment gets heavy.

---

Key Discussion Points & Insights

1. Jasmine's Journey: From Service to Scalable Impact

• Early Roots of Giving

  • Jasmine shared candid stories of growing up, her parents’ sacrifices, and early experiences with giving (Christmas gifts to a family instead of herself, writing in journals about helping others) that hinted at her true purpose.
    • “I wrote in that…I wanted to be known for doing something good 20, 30 years before I would ever start doing anything.” (13:00–13:10, Jasmine)

• Humble Beginnings in Atlanta

  • Jasmine described moving to Atlanta in 2013, motivated to help after witnessing homelessness downtown. She began cooking meals in her own kitchen and distributing them, treating people with dignity and choice.
    • “We had menus and we had options. And if people just had—yes, it was like a little restaurant. It literally was a restaurant.” (10:47–11:02, Jasmine)
  • She did this every weekend for years, running pop-up restaurants in multiple cities, before Goodr even began.

• Transition to Goodr: Blending Heart and Enterprise

  • Jasmine recounted how her grassroots efforts grew into Goodr—a company with the dual mission of rescuing surplus food and providing dignified options for those facing food insecurity.
  • Early goals were simple: “I remember I wanted to provide a million meals and make a million dollars. Like that was the goal.” (14:13–14:20, Jasmine)
  • Now, Goodr approaches 50 million meals and nine figures in revenue, working with major organizations including Delta, the NBA, and Tyler Perry Studios.

---

2. Building a Mission-Driven Business (and Its Hard Lessons)

• Forging a New Path

  • Jasmine spoke on the difficulty of fundraising and the misconception that social good work isn’t "business."
    • “Had it been a nonprofit, maybe…I would have been going really head to head against the food bank…But I don’t think I would be where I am today had I not made it into a business.” (16:30–17:38, Jasmine)

• Failures, Risks, and Realities

  • Jasmine was transparent about setbacks, including people issues, disappointments with employees and investors, fundraising challenges, and unexpected losses ($40k truck accident, $300k legal bills, betrayal by trusted people).
    • “You have to…make decisions without caring about what other people think. That’s something I failed at a lot.” (20:07–21:01, Jasmine)
  • She emphasized the ongoing struggle for sustainability and the personal toll of leadership.

• Faith, Resilience, and Realizations

  • Jasmine acknowledged wrestling with imposter syndrome and the burden of responsibility—knowing hundreds of people rely on Goodr for food daily.
    • “Every day we’re in business, people are eating…It always is a scary part for me because what do I do if I don’t do this?” (27:06–28:46, Jasmine)

---

3. The Pandemic: Proving Strength and Innovation

• Pivoting Under Pressure
  • The pandemic forced Goodr to pivot almost overnight, losing core business customers but within one week opening a fulfillment center, hiring 50 people, and securing major donations to continue serving families.
    • “That was hard…but we were feeding thousands and thousands of people…we just did it within a matter of weeks.” (29:00–30:18, Jasmine)

---

4. Purpose, Faith, and Defining Leadership

• Faith as a Constant

  • Jasmine’s faith is foundational—praying for God to order her steps and believing she is sustained by something greater
    • “God did not bring you here…Look how much further you’ve gone from a million…There’s no way that this could be the end of it.” (58:49–59:04, Jasmine)

• Letting Go of Perfectionism and People-Pleasing

  • Jasmine shared new self-awareness—accepting she can’t be 100% for everyone and needs to care for herself, too.
    • “On no given day will I be 100% my best self for everybody and everything in my life." (45:03–46:01, Jasmine)

• Lessons Learned: Boundaries and Wisdom

  • With 10 years of experience, Jasmine is more guarded about her ideas, more cautious in hiring, and understands not everyone is for her.
    • “I have to realize that I've let a lot of people unlock doors off of my keys…You can't tell everybody your next move.” (51:34–52:09, Jasmine)

---

5. Launching ‘Feeding Hope’: Why Jasmine Wrote Her Book

• Jasmine discusses the importance of documenting her lessons and the mission to inspire others to take action on their ideas, not just talk about them.
  • “The purpose of the book is…the idea is nothing without action.” (63:36–65:13, Jasmine)
  • Feeding Hope will be available everywhere July 21, 2026; pre-orders at Amazon, Barnes & Noble, and Black-owned bookstores.

---

Notable Quotes & Memorable Moments

• On the Heart of Service:

  • “If I’m not meant to do this, why do I have the idea?...Why do I have the name?...It’s a problem.” (40:10–40:58, Jasmine)

• On Leadership in Mission-Driven Work:

  • “People would be like, oh, give them less…And I was like, it does [matter]…It goes back to…treating people how you want to be treated.” (14:21–16:29, Jasmine)

• On Failure and Resilience:

  • “You don’t fail once. You fail often. Like…there’s days at our store…we failed.” (60:24–62:34, Jasmine, on her book)

• On Longevity and Growth:

  • “I've employed myself for a decade…Through that decade, through this journey, I've had kids, I've gotten married, I was single…It's definitely been a God purpose-driven life.” (39:35–40:00, Jasmine)

---

Timestamps for Key Segments

| Segment | Time | |---------------------------------------------------------------------|--------------| | Introduction of Jasmine, Goodr, and the new book | 02:25–03:41 | | Jasmine’s early journey, family & cooking for the community | 07:55–11:17 | | Treating people with dignity & the “restaurant” approach | 10:46–11:02 | | Business challenges: founding, fundraising, people problems | 14:04–21:39 | | Notable failures & wild stories (employee in school, truck mishap) | 26:02–28:46 | | Impact of the pandemic; proof of resilience | 28:53–31:20 | | Impact stories & community feedback | 32:31–33:26 | | On courage, role models, and the drive to help others | 34:08–37:54 | | Faith and the sense of a “calling” | 38:04–40:58 | | Lessons from 10 years: boundaries, wisdom, hiring | 51:22–53:44 | | All about the new book, origin and purpose | 59:59–63:36 | | Where to find the book & how to support Goodr | 65:13–66:27 |

---

How to Support & Connect

• Follow Jasmine Crowe: @JasmineCrowe on Instagram, Threads, and other platforms
• Follow Goodr: @GoodrCo on all platforms
• Visit Goodr’s Atlanta deli and grocery store near the King Center
• Pre-order/Buy “Feeding Hope” (out July 21, 2026): Amazon, Barnes & Noble, and Black-owned bookstores

---

Closing Thought

Crystal wraps with gratitude and acknowledgment for Jasmine’s mission and courage, reminding everyone:

"Purpose isn’t just about having a great idea. It’s about having the courage to keep saying yes, even when the assignment gets heavy." (66:41, Crystal Renee Hayslett)

---

For anyone seeking inspiration, practical wisdom on mission-driven leadership, or an authentic look at the cost and reward of purposeful work—this episode is a must-listen.

Transcript

[Jasmine Crowe]

This is an iHeart podcast.

[Target/Coca Cola Advertiser]

Guaranteed Human Back to school is here and Target has everything families need to help head into the school year feeling confident and ready to do their thing. From school supplies and stylish apparel to accessories kids actually want, Target makes it easy to check every box on your list at a great value. We're talking backpacks starting just $5 and up to 60% off school supplies. Plus, kids can express their style with brands and collabs they love like Love Shack, Fancy Cat and Jack Overtime and customizable Owall bottles with stickers, charms and much more. The prices parents want and the brands kids love all in one place at Target. Have you ever ordered an ice cold Coca Cola Zero Sugar and told yourself, I'm just gonna take one sip while

[Chris Renee Hazlett]

away from my food?

[Target/Coca Cola Advertiser]

But somehow that first sip always turns into a second and before you know it, your meal arrives and you're looking at an empty glass. We've all been there. That's the thing about Coca Cola Zero Sugar. It has the delicious Coca Cola taste you love with zero sugar. Coca Cola Zero Sugar Real Coke taste Zero sugar it's too good to wait.

[Nissan Advertiser]

Peace of mind starts with knowing what supports the journey is steady, grounded and dependable, especially during seasons of change. That's why Nissan engineers push their vehicles to the limit to demonstrate quality, reliability and durability, making those principles a foundation across every vehicle built. That commitment has earned recognition from J.D. power, ranking Nissan number one in new vehicle quality among mainstream brands. Because when trust is built into the foundation, it creates more space to move through life with clarity, confidence and intention, getting the most out of the journey wherever it unfolds. For J.D. power 2025 U.S. initial Quality Study Award information, visit J.D. power.com Awards Awards based on 2025 model year Newer models may be shown

[Lowe's Advertiser]

Milo's money days are here and we're making it rain for rewards members for the first time ever, when you make a purchase of $200 or more through July 12, you'll get up to $30 back in extra Milo's Money Not a member yet? Join for free today because members get more at Lowe's. Milo's Money Award varies based on status. Members in gold get 30, silver get 20 and bronze get 10. Milo's money valid for 30 days, restrictions and more terms@lowe's.com Milo's money days calling

[Chris Renee Hazlett]

all my sweeties to the forefront, I'm your host, Chris Renee Hazlett, and this is the Keep It Positive Sweetie Show. Purpose has a way of asking more from us than we can ever expect. Today's conversation is about the courage to keep saying yes even when the assignment gets heavy. We are sitting with Jasmine Crowe, Houston. Today's guest has reimagined what it looks like to solve one of our country's biggest challenges. Jasmine Crow, Houston is the founder and CEO of Goodr, an innovative company that's recovered millions of pounds of surplus food, built free grocery markets in underserved communities, and helped make food insecurity, sustainability, and dignity part of the same conversation. She has been recognized by Forbes and the New York Times, and now she is sharing her journey in her very first book, Feeding Hope. Kids, Family. Please give a very warm welcome to Jasmine Crow, Houston. How are you doing?

[Jasmine Crowe]

I'm doing so well. How are you?

[Chris Renee Hazlett]

I'm wonderful. Thank you so much. I want to start off by saying congratulations. Thank you. You have a new book, Feeding how to Build a Mission Driven Enterprise to Create Change. You've already done so much to create change, and now you are an author. This is so exciting. And you just said that today or yesterday was the first time you actually

[Jasmine Crowe]

got to touch this today. Like, literally before I came here, I was like, your producer was like, can you bring a copy of the book? I said, they just arrived this week. And so I opened it and yes. You're holding the first copy I ever touched.

[Chris Renee Hazlett]

I love it. It feels. I'm a reader, so I love the texture of the COVID already.

[Jasmine Crowe]

Yeah, it feels good.

[Chris Renee Hazlett]

Yeah.

[Jasmine Crowe]

The pages.

[Chris Renee Hazlett]

Yeah. I'm excited to talk.

[Jasmine Crowe]

I'm still a book reader. Like, I haven't got into, like, audible yet. Kindles. Yes.

[Target/Coca Cola Advertiser]

I can't do it.

[Jasmine Crowe]

Yes.

[Chris Renee Hazlett]

Unless I'm in a hurry. Like, I'm trying. I need to read it, like, or speed it up and, like, get something through something. I like to touch the pages. I want to smell it. Kind of reminds me of when I was a kid and I'd read like Beverly Cleary or the Babysitters Club. It's something about the pages.

[Jasmine Crowe]

Sweet Valley High. I have so many stories. Yes.

[Chris Renee Hazlett]

But before we dive in, because I do want to talk more about your

[Target/Coca Cola Advertiser]

book, let's play a quick game.

[Jasmine Crowe]

Okay.

[Chris Renee Hazlett]

The game is called Keep it or give it. Let's see. So I'm going to throw out a few words and you tell me if you're keeping them or you going to give them away.

[Jasmine Crowe]

Okay.

[Chris Renee Hazlett]

I'll tell you mine after this. The first one is group chats.

[Jasmine Crowe]

Keep, Keep.

[Chris Renee Hazlett]

Oh, my God.

[Jasmine Crowe]

My group chats have been very funny lately. Yes. I'm going to keep them Definitely.

[Chris Renee Hazlett]

I love that I have one group chat that I love, but all the other ones I meet you.

[Jasmine Crowe]

Really?

[Chris Renee Hazlett]

Yeah, it drives me crazy.

[Jasmine Crowe]

Yeah, I can imagine.

[Chris Renee Hazlett]

Yeah. Especially when they're like big group chats. I realize.

[Jasmine Crowe]

Yes. Now the big ones I would definitely give away, but the small ones, yeah, I feel like that's important. Yes. Yes.

[Chris Renee Hazlett]

I love that. Early mornings giveaway. You're late.

[Jasmine Crowe]

I'm relate for. I do not like an early morning giveaway.

[Chris Renee Hazlett]

See, I wake up at 5am so I'm an early riser.

[Jasmine Crowe]

Well, when I do get to the gym at 5:30, I feel really good. But it doesn't happen often.

[Chris Renee Hazlett]

Yeah, no, it's a good feeling.

[Jasmine Crowe]

Yes, it's a very good feeling.

[Chris Renee Hazlett]

I love that fear.

[Jasmine Crowe]

That's how I have a. I would say keep it. I have a healthy amount of fear and you know it. I think sometimes it helps you plan for like the worst. So I think you have to keep fear but you can't give in to it. I would say that that's good.

[Chris Renee Hazlett]

I like that.

[Jasmine Crowe]

Rest keep. Yes, yes, absolutely. I hope no one gives that away.

[Chris Renee Hazlett]

Listen, before you got here, I text you, I was like, what's her eta? Cause I was in there napping.

[Jasmine Crowe]

Yes.

[Chris Renee Hazlett]

I love my wrist, honey.

[Jasmine Crowe]

Gotta get it.

[Chris Renee Hazlett]

Cooking, keeping. Yes, for sure.

[Jasmine Crowe]

Yes.

[Chris Renee Hazlett]

What's your favorite dish to cook?

[Jasmine Crowe]

Probably lasagna or I make really good. Everyone says I make really good steak. Like I think that's the thing I've been making the longest that I'm like, apparently steak, lamb chops. Someone called me the other day, the lamb chop God.

[Chris Renee Hazlett]

Ooh.

[Jasmine Crowe]

Yes.

[Chris Renee Hazlett]

Okay.

[Jasmine Crowe]

So you just ate. Yes, like three of my favorite dishes. They told me I was a lamb chop God. I was like, I love.

[Chris Renee Hazlett]

Honey, you let me know when you're cooking.

[Jasmine Crowe]

Yeah.

[Chris Renee Hazlett]

Steak, lasagna and lamb chops.

[Jasmine Crowe]

Yes.

[Chris Renee Hazlett]

Love it.

[Jasmine Crowe]

Yes.

[Chris Renee Hazlett]

So I'm down.

[Jasmine Crowe]

I love it.

[Chris Renee Hazlett]

Silence.

[Jasmine Crowe]

I'm gonna give away silence. I love my music. I'm annoyed. I even fall asleep to the tv, which is probably very. I mean I put my sleep timer on, but I fall asleep to the tv.

[Chris Renee Hazlett]

To the tv. I used to be the same way. I would fall asleep watching Friends. Wake up watching.

[Jasmine Crowe]

Yes. I'm learning. Like I have Modern Family. I have very good feel good shows and then crime shows, like true Crime. So that's like those are my things.

[Chris Renee Hazlett]

I love that. Now I have to sleep completely dark.

[Jasmine Crowe]

Yeah. When you got to. If you wake up at 5:00am yeah. Yeah.

[Chris Renee Hazlett]

Because sometimes like my brain will keep going. So I had to do my magnesium spray and just go to sleep.

[Jasmine Crowe]

Yes. Yeah, the magnesium spray. No, you put it on your feet.

[T-Mobile Advertiser 1]

Feet.

[Jasmine Crowe]

Yes. That's good.

[Chris Renee Hazlett]

Yes. I tell you within five minutes.

[Jasmine Crowe]

I'm like, it's good for you if you're a parent. I sprayed a tiny bit on my kid the other day and it worked. So that's the. I'll give you guys that like a tiny. Like a. Spray it on your hand, rub it on the feet. Yes.

[Chris Renee Hazlett]

I love that. I love that. Jasmine, I'm gonna tell you right now, I was blown away by your journey. Shelly sings your praises. She's like, you gotta meet her. She is. I absolutely love her and she's a good friend because she was really singing your praises and I was excited to get to sit down with you. Yes.

[Jasmine Crowe]

It's been a journey. 10 years. This is a day. I mean, it's. Nothing happens overnight.

[Chris Renee Hazlett]

No, it does not. Let's talk about the journey. Because a lot of people, they've heard Goodr. They don't know the person behind it. So I want to know everything. Like, how did you get to that point and what made you think of that? But let's start from the beginning.

[Jasmine Crowe]

So I moved to Atlanta in 2013. My sister was going to Spelman. When I graduated college, I went to college in North Carolina. My parents, funny story, I wanted to go to Howard Clark, all the places we were living in North Carolina, my parents were like, we want you to be two hours from home. Like, we want you to be driving distance from home. My freshman year, they moved to Portland, Oregon. I always will shame them for this story. They don't hear it every time. So now I hope everyone that's listening hears this about my parents. They left me in North Carolina as a freshman, and so I finished college, stayed through, graduated in my four years. Once they graduated, they hated Portland. They had moved to Phoenix, Arizona, So I moved to Phoenix. My sister was entering high school and I was telling her, like, you need to go to an hbcu. Arizona is very, very non diverse. Like the whole state is probably 3% African American. So got her to go to Spelman. We didn't know anyone here. And I was like, you know, I'll go. So she came in the fall. I came in January of 2013, and I drove through downtown and just saw a lot of people experiencing homelessness. And it was. If you're kind of new to Atlanta now, like the whole downtown Peachtree Pine, like where I used to feed it, is now a hospital.

[Chris Renee Hazlett]

Yeah.

[Jasmine Crowe]

So that should let you Know, like, how much has been built up.

[Chris Renee Hazlett]

Yes.

[Jasmine Crowe]

But there used to be hundreds of people outside of this shelter. And. And so I was like, I wanna do some cooking. And I learned to cook when I was at home in North Carolina by myself. Like the very first Thanksgiving. Me and my friend Chanel, who's with me, we cooked for everyone who couldn't go home for Thanksgiving. I mean, we made so much food, it was like crazy. Like, we. I mean, we was Betty Crocker recipe, you know, printing it out. This is back in the MapQuest days where you had to like, print out where you're going. Printing out recipes, making turkey. Chanel was taking culinary. Had learned how to season a turkey. So we made all this food. And I wanted to do. Started my journey, really started feeding people out of my kitchen on the streets of Atlanta. And so many people used to come out and feed with me. So, like, I'll run into people now. They'll be like, I can't believe you're still. I'm in the grocery store. They're like, you're still the same person. Like, I'm always. I was like couponing, price matching, looking at what Publix had on Bogo, what Kroger had on sale. And that's how I would make the menu. So I started, you know, cooking for people and saw that just the way people are treated, if they are experiencing hunger or homelessness, just anything. Right. I mean, it could spread any cause, domestic violence. So often we don't know what it's like when you're experiencing it. Like, if it's like, you know, you're just donating your cans. You're just putting, you know, donating, checking, giving a dollar at the grocery store, you know, they ask you, do you want to donate to the food banking? You do it. And then on the other side of it, it's always like, here, just take this. You're hungry. It doesn't matter if you're vegan. It doesn't matter if you don't eat dairy. It doesn't matter if you have religious convictions and you don't eat pork or whatever. You never get a choice.

[Chris Renee Hazlett]

No.

[Jasmine Crowe]

And so that's what was so different about us feeding on the streets. We had menus and we had options. And if people just had. Yes, it was like a little restaurant. It literally was a restaurant. So it started there. And I feel like that's where I met Shelly. Just so many people through those that work.

[Target/Coca Cola Advertiser]

Yes.

[Jasmine Crowe]

Doing that.

[Chris Renee Hazlett]

Wow, that is incredible and fascinating.

[Jasmine Crowe]

Yes. It's crazy to Think about it. And that was 13 years ago. Like, and I did that for four or five years before I ever even started. Goodr. So I was doing that every weekend for years.

[Chris Renee Hazlett]

Wow.

[Jasmine Crowe]

For years. Traveling. I took one to Essence Fest one year. I mean, I did one in D.C. so I would take the whole experience and just go do a pop up restaurant in another city to feed people that were homeless. It was. It was that.

[Chris Renee Hazlett]

That is awesome. That is amazing. Have you always had a heart to see the overlooked?

[Jasmine Crowe]

You know, my dad recently told me, he called me the other day, he was like, chubby, which is my nickname. And he was like, you remember that Christmas when we decided not to get you something for Christmas and we brought gifts for this mom and her six kids? He's like, you remember that? He was like, you were so happy. I did not even remember that story. So I guess at some point I even went without Christmas gifts so that another family and kids could have it. And my dad always tells, like, little antidotes about your life that you just don't remember. Like, oh, I remember one time in D.C. you were asking why people were homeless. Like, I don't remember remember any of these stories. But apparently, yes, I had that notebook by Ilanya Van Zandt. It was like something. It was like, oh, my God, what was it called? It was like a yellow little journal all the girls had was like, keeping staying true to yourself. It was like a little workbook. And I found it recently, so I still have it. And my handwriting was terrible. And I was talking like, you know, it makes me mad when people hate on me and my friends. So I was a teenager definitely, like in high school or middle school. But I wrote in that that I wanted to be known for doing something good 20, 30 years before I would ever start doing anything. So I must have always had good. And I have that to this day. Wrote that terrible handwriting very young. And it had like, little prompts like, what's something that makes you feel bad? And that's when I was like, when people hate on me and my friends. And then, you know, what do you want to be known for doing something good? Like, that was what I wrote. And so it was. It was kind of, I guess, foreshadowing, if you will.

[Chris Renee Hazlett]

Absolutely, yeah. So crazy to think about that is crazy. I love that. And I love that your dad reminded you of a memory that you had probably forgotten, but it was a core of who you are. Yes.

[Jasmine Crowe]

So many of those. I think there's a lot that we don't know because if you don't sit back and sit in your past, you're always on go. We just were talking about that, right? You're always on go. I don't think I reflected, but I never remembered having. And I feel bad. He was like. And we went over there and you watched them open all the presents. Like he has very vivid memories. Cause he's an adult and it's probably like a big thing for him. I don't remember.

[Chris Renee Hazlett]

And you're like, I don't remember.

[Jasmine Crowe]

I don't remember birthdays. Like, you know, people like you throw the birthday parties. Your kids don't remember it. I could kind of see that. Yeah. But we also didn't have all we have now. Like, you know, now if something like that happened, I probably have pictures to show my kids. Yeah, but you know, we didn't have that.

[Target/Coca Cola Advertiser]

Right.

[Chris Renee Hazlett]

Absolutely. So your heart turned into a full business. Yes, your heart, posture did. What has been the navigation of that when it. You really like saw a needle. But then it turns into this full blown business.

[Jasmine Crowe]

It is. I used to be into being Mary Jane. That used to be my show.

[Chris Renee Hazlett]

It just started coming back on or maybe it hasn't, but I was watching TV one day and it popped up and I was watching for like hours.

[Jasmine Crowe]

Hours. She used to write little post its on her. So I was doing that on my mirror when I was living, you know, in Atlanta first starting this business 10 years ago. Literally probably 10 years ago to the day. And when I was thinking about Goodr, I remember I wanted to provide a million meals and make a million dollars. Like that was the goal. And now, you know, probably like next year Goodr will have seen probably nine figures in lifetime revenue and provided 50 million plus meals to people. And it's like to know like I wrote that on a post. It like 1 million meals be worth the company be worth a million dollars. I have always led with my heart with this company and I write about that a lot in the book. I have failed in a lot of ways. Whether it's been fundraising, like building a right team, you know, there's all kind of things that have not been great along the journey. But at the end of the day, I cannot, when it's all said and done. Cause a lot of times I'm like, man, even in my book I was like, listen, by the time you read this, my company may not be here. I don't know. Cause you know, it was like in 2025, there was a lot happening last year, especially for black women in business. So I was like, I don't know. And that's when I was writing this, you know, going through it. But I know that I have always done it for the right reasons. Like, you know, I was doing it when I had nothing, right? I was feeding people, wondering, like, dang, like, I should have made myself a little plate when I would get home, you know. So to start a business that has employed hundreds of people, fed millions of people, worked with everybody, you know, from Delta to the NBA. I mean, we have had a lot of highs and there's definitely been a lot of lows, but my heart posture has never been to give people less. And you know what I mean? People would be like, oh, give them less. Or I remember one time one of my friends was like, oh, well, they're homeless, you know, so it doesn't matter. And I was like, it does. Like, you know, it definitely does. Like, you can't just give people anything. And it goes back to, I think what we should have all learned in kindergarten, like treating people how you want to be treated. And we always don't do that. I mean, we, in a lot of times in our day to day lives, we want to be treated a certain way, but it's like, how often are we really treating people the way we want to be treated? And in the service industry, it does not happen. And when I say service, like this kind of nonprofit giving social impact space.

[Chris Renee Hazlett]

No, for sure.

[Jasmine Crowe]

It's just like, check the box.

[Chris Renee Hazlett]

Yeah, no, absolutely.

[Jasmine Crowe]

I'm really proud of that. Like, I can say that with all my heart on all my kids, on everything in my life. I've always wanted the best for people in the business. And so for investors and, you know, I've raised capital and stuff. That's not been the thing because it's like, oh, they don't care about feeding people, they care about money. So it was really hard to kind of blend the two. And in hindsight, you know, it's hard to think about it now, but maybe I should have said good her up as a nonprofit. And instead I thought, well, businesses are paying to throw away perfectly good food. And you know, why would we be free if I'm going to like hire a driver and get this food delivered? And you know, we work with Tyler Perry Studios, we do all the food on all the sets. Like, nothing goes to waste from any of the studios. It's like, those are dreams that I had and I didn't make it as a business. Had it been a nonprofit, maybe it could have been, you know, like I would have then been going really head to head against the food bank, which I still ended up doing, or Feeding Americas and the bigger organizations. But I think it would. I don't think I would be where I am today had I not made it into a business.

[Chris Renee Hazlett]

Right. So let's talk about some of the. The losses or failures and the roadblocks that you hit along the way building this, because we see what you've built.

[Jasmine Crowe]

Yeah.

[Chris Renee Hazlett]

But can you share some of the lessons and some of the moments where you feel like this is a really low moment?

[Jasmine Crowe]

Yes. I mean, I think in 2023, it's funny, I saw on social media someone's like, what's the year that you made it through, you know, that you're glad they write about? And I was like, it's a few, like, 2016. And then 2023 was a really tough one. I was pregnant with my second child. Very difficult pregnancy. Like, very. I don't even think I told close friends, family, like, real, real close, close people. Probably until, like, second trimester, you know, like, literally, probably at least five or six months pregnant. Before I told anyone, never told. No one at my company. No one. Like, literally. I just, I posted on social media one day, like, I want to introduce y' all to my baby. Like, you know what I mean? Like, literally the day. Yeah, like, it's my birthday. Here's my baby. And I think people, afterwards, people were like, you know, when I saw you, I thought, you know, I wondered if you was a little pregnant. Like, you know, they were saying things like that. But at the time, no one said anything. But I was just going through so much in my company, and I think the biggest thing was, like, people. And what I would try and do was I was such a giver in that I realized I was a people pleaser. I was like, oh, I'm going to give all of my employees $250 a month for, you know, for mental health or for veterinary services, like, whatever they want to do for yoga, whatever. I still do that. But I was doing it and expecting that they would not so much be loyal to me, but more so, like, see that I was really trying to be a good leader. I gave everybody the first Friday of the month off. I always, you know, try to do team retreats and take us to nice places, like two times a year. Bring your spouses. Like, I was like, giving so much of myself showing up. I want it to be this humility based leader that I would clean the bathroom. I mean, every office we opened, everything I was painting the windows. Doing, you know, painting the window. Still, like, being involved. I remember one time I was cleaning the window with Windex, and I were like, our receptionist at the time, she was like, give it to me. Like, stop. And I was like, you know, but that was who I was. So I think a lot of failure on team, A lot of failure on just, like, trying to, you know, fundraise. Like, that was a real tough one. I remember meeting with so many investors and, you know, people just telling me it would never work, and they didn't believe in it. And so then when there were hard times, I was like, oh, my God, they're right. I'm pretty sure they're gonna, like, be so happy that they didn't invest in.

[Chris Renee Hazlett]

In me.

[Jasmine Crowe]

And, you know, I think those have been the biggest too. Definitely building teams because it's been, you know, you're. You're good with an employee, and then when it's not, it doesn't go the way. You're, like, the worst person. So I think that that's, like, one of those things that had happened a lot of times and just, you know, trying to not lose focus of the mission, even when investors and people were like, I don't think you should concentrate on that. Don't do grocery stores. You should focus on just food waste. And I was like, no, we could do both. You know, we could be a business that. That does both things. Like, how many different lines of business does Amazon have? Why do I only have to do one thing? Amazon has grocery stores and this. Media. Yeah, media. They have a TV network. They have the deliveries. They have medical. You know, like, why do I have to just only do this? And so just being able to make decisions without caring about what other people think was something that I failed at a lot.

[Chris Renee Hazlett]

Yeah.

[Jasmine Crowe]

And then, you know, just the actual, like, getting the right people. And when you spend thousands and thousands of dollars on employees and it doesn't work out, and it's, like, a lot of money down the drain. And at this point in my business, you know, I've spent millions. Yeah, millions. I'm, like, employing people, hiring lawyers, just, like, all the things. All the things. And you start to think, like, was that a waste of time? Waste of time and money, man. And I would. If I had that back now, like, if I had the. The money I spent on this trip or this perk or this, this and this. Like, you know, in hard times, you're like, did I make the right decisions then? But all you can ever do is

[Chris Renee Hazlett]

keep going and continue to be you and be true to who you are. Yes, you know that is your heart, posture and being kind and wanting to be giving is who you naturally are.

[Target/Coca Cola Advertiser]

You know those moments when you're out with friends. Everyone's catching up. Your food hasn't made it to the table yet, but your ice cold Coca Cola Zero Sugar arrives. First you tell yourself, I'm just going to enjoy one sip while I wait. Then the conversation gets going, somebody tells a funny story and you take another sip here and there and before you know it, your food shows up and you're thinking, wait, where did my drink go?

[Jasmine Crowe]

We've all been there.

[Target/Coca Cola Advertiser]

It's one of those little moments that just seems to happen when you're enjoying good food and even better company. Coca Cola Zero Sugar has the real Coca Cola taste you love. With zero sugar. It's one of those drinks that's hard to resist whether you're catching up with friends, grabbing lunch, or sitting down to dinner. And since it's zero Sugar, you can always order another when you're ready. That's exactly why it's just too good to wait. Try it for yourself. Coca Cola Zero Sugar Real Coke Taste Zero Sugar it's too good to Wait

[Chris Renee Hazlett]

Back to School shopping is about more

[Target/Coca Cola Advertiser]

than just checking off a list. It's about helping kids feel confident walking into a new school year.

[Chris Renee Hazlett]

Whether it's a favorite notebook, a cool

[Target/Coca Cola Advertiser]

backpack, or the perfect pair of shoes, Target is there to make a big difference. Target is showing up for families this

[Chris Renee Hazlett]

back to school season with a huge

[Target/Coca Cola Advertiser]

variety of school supplies, apparel and accessories that help kids do their thing and

[Chris Renee Hazlett]

express their personal style.

[Target/Coca Cola Advertiser]

And with low prices all season long, parents can feel good about getting everything

[Chris Renee Hazlett]

they need at a great value.

[Target/Coca Cola Advertiser]

Think backpacks starting at just $5 and save up to 60% on school supplies. Plus, Target has the brands and collaborations

[Chris Renee Hazlett]

kids are excited about, including Love Shack,

[Target/Coca Cola Advertiser]

Fancy Cat and Jack Overtime, and even personalized Oala bottles with stickers, charms and more. With the prices parents want and the brands kids love, Target has everything you

[Chris Renee Hazlett]

need for back to school shopping all in one place. Because when kids feel confident heading into the school year, parents feel good too.

[Jasmine Crowe]

Awkward time to ask this, but hey,

[T-Mobile Advertiser 1]

did you download the trail map?

[T-Mobile Advertiser 2]

Yeah, no, I don't need to.

[T-Mobile Advertiser 1]

I don't understand. You're trusting your signal out here.

[T-Mobile Advertiser 2]

I'm trusting T Mobile. They have the best network and if we end up in bumtots nowhere, well, we've got T Satellite for backup.

[Jasmine Crowe]

Whoa.

[T-Mobile Advertiser 1]

I don't trust my carrier.

[T-Mobile Advertiser 2]

That much. We'll just use your phone as a flashlight.

[Lowe's Advertiser]

With America's Best Network and T Satellite, we're keeping you connected in places you never thought possible. And if you switch today, you get free phones for zero down and only 25 bucks a month per line line for four lines. Find out more@t mobile.com or visit your local store.

[T-Mobile Advertiser 1]

Best Mobile Network Based on analysis by Ooklib speed test intelligence data 2h 2025 with 24 monthly bill credits and 4 eligible port ins on essentials for well qualified customers with auto pay plus taxes, fees and 35 connection charge per line. Credit's ending balance due if you pay off earlier. Cancel Contact Us Finance Agreement example 299.99 Moto Edge 5G required T Satellite available with compatible device in most outdoor areas in the US where you can see the sky included with experience earnings be under $10 a month. However, news monthly cancel anytime.

[Boost Mobile Advertiser]

Visit t mobile.com this is Tony Ayo from the Real Report with Tony Ayo and Uncle Murder. You ever notice how everything keeps going up? Rents going up? Streaming services are going up? Even your favorite burrito spot suddenly thinks salsa should cost extra. But with Boost Mobile, you and your phone bill don't have to play the Willis go up soon game. Because Boost Mobile has an unlimited talk, text and data plan at a price that'll never go up. It's the same price you'll pay for life, meaning you're set to never worry about your bill increasing again for as long as you're on the plan. While the world keeps finding new ways to nickel and dime you, Boost Mobile gives you unlimited wireless at one set price for life. Imagine something in your budget actually staying the same. You'll pay the same for unlimited wireless when you're posting mirror selfies in your 20s. And when you're posting mirror selfies in retirement, some things never change. Switch now for unlimited wireless at a price that'll never go up. Only at boost mobile. After 30 gigabytes, customers may experience slower speeds. Customers will pay $25 a month as long as they remain active on the Boost Unlimited plan.

[Chris Renee Hazlett]

I think sometimes when things like that happen where it doesn't work out or you feel taken for granted, you start to question like, yeah, am I doing the right thing? Or should I just keep the main thing? The main thing? Because like, you look when you look back you're like, I spent all this money and they need even appreciate it.

[Jasmine Crowe]

Yeah. Didn't even appreciate it.

[Chris Renee Hazlett]

Yeah.

[Jasmine Crowe]

And I think the other thing is like a little imposter syndrome. Not so much like when you've been doing it for 10 years and having this company. I thought about it the other day. I've. I've. I've done so much. I mean, I've spoken like the president of Egypt flew me out. I spoke at like a Youth serum. Yes. I've been to Egypt. I've been to Cannes Lions. I've. And I've done commercials. I've done TED talks. I've done. I mean, just so much that I've done with this company, which is like, sometimes you have to sit back and think about it. Like, a lot has happened.

[T-Mobile Advertiser 2]

Good.

[Jasmine Crowe]

A lot of bad. I mean, a lot of bad, too. I remember one time I had the Atlanta Public School district. My friends know this story. This is a funny one. Atlanta Public School District had let Gooder have a school to take over during the pandemic. We were feeding families and I got a call one morning at like 4am and it was the police. And they were like, listen, like, we're here. Some of your employees are in here. And they're like, they're living in the school. Like, it was just so crazy. I mean, people are calling me, like, did you know so and so is living in the school? I'm like, no. Like, just like the amount of. Yes. And then like, you like, come on, y'.

[Boost Mobile Advertiser]

All.

[Jasmine Crowe]

Yes. Like, y' all are about to ruin everything. Like the whole relationship with the school. I mean, just so many things. So you have to, like, apologize and. You know the cop that I was on the phone with me at 4:00 in the morning, I'm pregnant with my first child. At the time, he was like, but I've been. I seen y' all on the news and I know what y' all are doing. You know, I'mma just tell them to get out of here and it's not going to be an issue. But, like, just, you know, I remember one time, one of my drivers, my truck driver, went through like a low median and tore the whole box truck off. $40,000? Yes. Insurance company was like, they wouldn't cover it. They don't cover negligence. And that's literally what they said. They're like, it had. It says like a median. There's a lower thing he drove through. I mean, the picture was. I mean, you've never seen it. It was like a box truck. The scale of the box truck, the whole covering was gone. Like, just so many things. Like 40,000. Can you imagine that? Like, just like just the month, the bills, it has been crazy. $300,000 lawyer bills. Like, you just a lot of. Yeah, they don't see that. So lots of good, lots of bad. Kind of like the ebbs and the flows. But the biggest piece is like, every day we're in business, people are eating. Like, come on. Yeah. So I mean, like. And so it always is a scary part for me because what do I do if I don't do this? Like, we can't. If we shut down. Like, there's so many people, seniors, people who eat every single day. Like, we open a grocery store in a deli on Edgewood near the King center. And I was in it the other day and I heard a man say, like, I appreciate y' all being here. Like, thank you for being here. Like a senior. Because he could get a $5 meal at our grocery store every day. Like, you can't do that at any other grocery store. And so you're not getting nothing for $5. Nothing. Nothing. So it's like, we have to be alive, but it's hard. It's hard to keep it going.

[Chris Renee Hazlett]

Yeah. Speaking of hard, when did you realize that you, you could do hard things? What was the moment were you like, okay, I can do this? Yeah.

[Jasmine Crowe]

I think during the pandemic, I think 2020 was very telling. You know, on one day, my business was we were working heavily on getting the excess food from businesses and getting it out to non profits. And the day that we went in quarantine, all everybody, like, stopped service. Like, so literally everybody. Because there's like, hey, we're going home. Yeah, we're gonna cut it off. So I'm knowing that we're not going to get paid. Like, we didn't, we didn't get a PPP loan, like, all of that stuff. We were too small of a company at the time. But within a matter of a week, we had set up this whole fulfillment center at a school, hired 50 employees, started getting donations from like Quality Control Music, Spanx. Sarah Blakely gave us $100,000. United Way gave us money to feed families. And we did it in like a week. Like, I was waking up at 5. This is when I was an early morning girl waking up at 5am going to walk, buying like 20 baskets of groceries, going to this school, putting them in boxes, having all these employees come and deliver them to the doors of people with mask on. And like, you know, all this, like, we had to get. I think we had to print out these things that we were like essential workers to keep in our dashboards to be out like, that's how serious it was. And that was hard. I mean, but we were feeding thousands and thousands of people, and it was like. And we just did it within a matter of weeks. It was just, like, almost like panic. We got to think it was six years ago. It seems so long ago when that happened. Yeah. When that happened, we were like, what's happening here? Like, people are dying. Yeah.

[T-Mobile Advertiser 2]

Yeah.

[Jasmine Crowe]

That was a friend of mine when I went to New York a week ago, she said to me, she was like, you remember in New York, we used to have the refrigerated trucks with all the bodies? I was like, what? I didn't know.

[Chris Renee Hazlett]

Back in. Oh, really?

[Jasmine Crowe]

In New York, like, during the pandemic, there was no.

[Chris Renee Hazlett]

There was no.

[Target/Coca Cola Advertiser]

I remember that.

[Jasmine Crowe]

She was like. They had refreshed, refrigerated trucks. You would see them going up and like this with bodies inside of them. I can't even believe I didn't know that.

[Chris Renee Hazlett]

Yes. Because the families couldn't come. Yeah.

[T-Mobile Advertiser 2]

Yeah.

[Jasmine Crowe]

No one could. Climbing. It was. It was crazy. Yeah, it was crazy. So that's when I knew, like. And when I did that, I was like, okay. Yeah, I could do it all.

[Chris Renee Hazlett]

You're built for.

[Jasmine Crowe]

Yeah, I feel I was built for it.

[Chris Renee Hazlett]

My goodness. I didn't realize it has been six years.

[Jasmine Crowe]

Yeah, a little. I mean, and this was, like, six years around this time was like, the thick of it. Because it was in March on that. It was March 8, 2020. I remember the day. I was like. And I remember us thinking it was gonna be two weeks.

[Target/Coca Cola Advertiser]

Weeks.

[Jasmine Crowe]

Like, very. Like. Oh, you know, 14 days. Let's just buckle down and do this. And it was at least almost two years before we really started getting out again.

[Chris Renee Hazlett]

Literally. Yeah.

[Jasmine Crowe]

I think Essence came back in 2022 or 2023. So it was, like, a couple years. Yeah.

[Chris Renee Hazlett]

Yeah.

[Jasmine Crowe]

And we all had it. You know, you had Covid a couple days. Like, it just was a lot. My godmother's husband died during COVID It was. Yes. Because, you know, they used to send you home from the emergency room, and he went with, like, saying something was wrong with his head. And then they sent him home, and he died of an aneurysm. So it's just like. Yeah. Like, he. So. So, I mean, just, like, it was tough. It was a real tough, tough thing. Not gonna. What we don't have. We listen to science and, you know.

[Chris Renee Hazlett]

Yeah.

[Jasmine Crowe]

Do all the things. But that was a hard time to build a business during, like, one of the hardest times when also when people were out of work, everybody. Yeah, I. I've had flight attendants, nurses that were, like, working for plastic surgeons, so, you know, all the elective surgeries and stuff were canceled, who were like, they'll stop me and be like, when I was a flight attendant, I was struggling, and I heard about your food drive, and I remember going and being like, I got fish. And I never forget, like, the fact that they got good food when they were in their darkest times. Like, people have stopped me till this day. That's why I love Atlanta.

[Chris Renee Hazlett]

Yeah.

[Jasmine Crowe]

Like. Cause I'll just. I'll be out looking crazy, and they'll be like, I thought that was you. I'm like, who you thought I was? Because I look crazy. I love it on a date day.

[Chris Renee Hazlett]

How does it feel when people come up to you and let you know the impact that you're making?

[Jasmine Crowe]

I never forget it. You know, I still remember getting an email in September of 2021 from a lady named Bertha, who I assume was a senior, and she was like, thank you for giving me meat that wasn't brown. And I'll never forget that. Like, that. And that's why I was like, that's what we do. What we do for. Yeah. And I remember sending that to the team, and I was like, I want y' all to read this. Like, this is. Look at this. Like, people are so, so used to getting seconds. The clearance sticker meets the stuff that's, you know, used by today. Or freeze. Like, that's the. The name of the game, and that's the stuff. Like, if we don't sell something at our store today, we. And it says user freeze by tomorrow, we take it out. We freeze it, put it out, and give it away for free. Like, you know, like, it's just. And I know it's good. Like, we aren't making someone, like, feel less than. But we still have hundreds of people that come through our doors to shop for free, and they don't even have to shop for that.

[Chris Renee Hazlett]

Yeah.

[Jasmine Crowe]

You know, I'm still giving that away on top of whatever we give, you know, so that makes me feel really good because that's what we exist for. And what makes me upset about it is it's like, that is so hard to fight for.

[Chris Renee Hazlett]

Yes.

[Jasmine Crowe]

Like, it's so hard, like, you know, to. To just fight for people to have good food. Like, it's like, oh, you don't. There's no funding for it. There's no. People don't see the value in feeding people good food.

[Chris Renee Hazlett]

No, you're absolutely right.

[Jasmine Crowe]

Yeah, it's a scary way to think, you know, for sure. Honestly, it's tough.

[Chris Renee Hazlett]

Wow. What you have done takes a lot of courage. So I want to know who was your role model that instilled courage in you, or has life been the best teacher in that space?

[Jasmine Crowe]

Yeah, I mean, definitely, I'm gonna have to say my dad. Like, when I was building the company, I was struggling. You know, my dad always talks about, like, every time he would get paid, he would send me $300 towards my rent. Like, you know, just like, all of those things. Just like, someone to still believe. Like, he comes now. He, like, will come and work in the grocery store, and he'll come. He's like, jasmine, chubby is someone I want you to take a picture with. It's just like a random person. Like, this is like, you know, whoever it is, but it's just like being. Having someone that's just proud of you no matter if you fell or not. Like, you know, so I think definitely my dad. But my parents. My parents were hard workers, you know, and I grew up. My parents were really poor until they got to, like their 30, mid-30s. You know, they were high school school sweethearts. They've been together since 14, 15. They had me at 19 and 20. And I remember my mom telling me, like, her dream was like, to live in a double wide trailer. So, like, I remember, like, just growing up and just not having a ton. You know, like, in hindsight, I'm like, oh, wow. Like, we were struggling. And then I watched my mom go to school at University of Phoenix part time, working full time, going to school at night, going back and getting her master's. Like, literally, like, she retired as a CEO of a hospital. And I watched her, like, start from, you know, not like, literally drop out of college because they got pregnant with me and follow my dad in the Air Force. And so just like, seeing how hard they work and still struggled. Yeah, like, I just. I am always baffled by that. And so I have a real, I guess, affinity to making sure that people who are doing their best have the resources that they need. Because I watch people around me struggling. I still watch that today. I know a lot of people who. I'm like, God, they're always working, but they still are struggling because everything keeps going. The needle keeps moving. Like, you know, you get here and now the goalpost is here. The rent has went up, or the, you know, the power bill is 600, because now it's hot. And I mean, you just can't keep your breath. And you're never, you're never not running.

[Chris Renee Hazlett]

Yeah.

[Jasmine Crowe]

And so like, I want to make sure that those people are good.

[Chris Renee Hazlett]

I love that. I love that. Did you always, we talk about vision. Did you always know that you were going to do something so extraordinary? What was your initial vision for yourself?

[Jasmine Crowe]

I mean, I wanted to be a teacher. So I had originally went to North Carolina Central for teaching and I did the summer before I went, I had like my own little summer camp and it was like a scholarship, I think. You worked this summer ski camp. You got like a three thousand dollar scholarship. And it was great. I mean, I had, I had like the radio come out from my camp. I had a party, I got pizza. Sponsored. I was like, I was gonna be one of those teachers. And then I really love sports and so wanted to do broadcast journalism. So I switched to communications. I mean, intern with Radio 1. I mean, I did all the things, started doing PR. So I don't think I knew I wanted to be like extraordinary. I felt like I wanted to help other people be extraordinary, especially in those early, like PR days. But I did know I wanted to help people. And that, that has been something that's been probably very early on. People that have known me for a long time would say, yeah, she was helping people or she was doing stuff. I mean, so someone described me the other day, I started Future, the Rapper Futures foundation years ago here in Atlanta. And someone, Bobby, who works with him came into my store. Hey, Bobby, a great, great guy. And he was like, yeah, yes, we love Bobby. Yes, Bobby's so great. He's like, yeah, you know, she, she the nonprofit chick. Like, she didn't start all the non profit. I'm like, you know what, that's kind of how they think of it. I'm like, non profit, Lamb chop guy. You know, I got a lot of titles, but a lot of people know me from like nonprofits feeding people, just doing that. So. And, and honestly, I love that you said extraordinary because I probably what I do now is extraordinary, but I probably would never use that as an adjective to describe it. So I should rethink, rethink, you know. Yeah, yeah, that's okay. I would just be like, I feed people and like, you know, give people. I don't think I would describe extraordinary at all. Extraordinary.

[Chris Renee Hazlett]

Yes. No, it really is. Yes, exactly, exactly. Do you think that God was building the courage before you really understood your assignment?

[Jasmine Crowe]

Oh, yes, yes. Like, I remember I used to practice like pitching my business so much. Like so, so much. And I would. It's probably like, you know this, right? Like, remember memorizing the lines? And I would, I would get to like the last minute and get something wrong and then like make myself start over again. So when I would go into pitch competitions, which is how I funded Goodr for like the first year, I think I won maybe $200,000 in prize money. I was just like, anywhere there's a pitch competition, like, let me, let me try and win this money because I didn't have anything to start it, but I just felt like God just had his hands on my life because I would just go in and I would just win, you know, like, it was just so. And I always knew, like, if anyone had practiced more than me, then they were crazy, because I thought I was crazy. I was like practicing day and night, having everything. Everybody listened to it. Everyone just like pitching, pitching, pitching. But I do know just in a lot of moments, like to be here 10 years, God's gotta have a big part in it. Yeah. Because most black owned women businesses, starting with a solo founder at that, don't make it three years, don't make it five, don't make it seven. So like, I keep, and I keep on telling myself, I gotta see January 2027. I gotta see it. I don't care if I'm the last important boy you standing. I will see January and we will officially have been 10. I've been working on it for 10 years. But if I can make it to January 2027, it will have been a real business for 20. Yes, for 10 years. Which is crazy. Yeah. And like a business that like has employee. Like a real business, you know, like a real business, like pay taxes and all the things.

[Chris Renee Hazlett]

Come on.

[Jasmine Crowe]

And all the things that.

[Chris Renee Hazlett]

That's real.

[Jasmine Crowe]

Yes. Like employed a lot of. I'm mean, yes. And fed me. Like, I think that's the biggest piece too. Like I've employed myself for a decade.

[Chris Renee Hazlett]

Wow.

[Jasmine Crowe]

Which is, you know, and through that decade, through this journey, I've had kids, I've gotten married, I was single, like sleeping in my friend's apartment, like room. Like I was, you know, I started from nothing. And so it's definitely been a God purpose driven life for sure.

[Chris Renee Hazlett]

I love that talk about God purpose driven life. I want to know when did you know that Gooder was an assignment on your life, that this was like something that God had placed on you and it was your responsibility?

[Jasmine Crowe]

I would say the very first day that I ever pitched it, you know, like, it was like, I remember I got this little T shirt Made. It was, like, stretched. You know, the. The logo wasn't centered, so theater was, like, all the way across here. It was, like, very. You know, I was so proud. And I still had this picture. Yes. And I was just like, you know, like, this is what I'm going to do. And. And. And by that time, so many people had told me it didn't make sense. Like, you know, you wouldn't do that. No one's ever going to pay for that. And, you know, all of that. Like, so I think I was like, this is. If I'm not meant to do this, why do I have the idea? Why do I have the. Why do I have the name? Why do I know? You know, it's a problem. Like, I think just the day one, like, day one, really thinking, like. And again, my vision at the time was so small, in hindsight, like a million meals. We probably did that probably the first month or so during the pandemic alone.

[Chris Renee Hazlett]

Oh, my goodness. Yeah. No, for sure.

[Jasmine Crowe]

It's crazy to think about. Everyone used to say we had a good. Or box. Like, we used to give people, like, a box of food that would get them through, like, 10 days. Like, it was so much food, and people were just blown away. Yeah, that was good. You know, and they. They would tell it. I mean, we'd have stickers on the box, like, low sugar, diabetic, no pork. So every box was literally, like, tailored to what those families were eating. And so it's. Yeah, that was nothing too, like, a

[Chris Renee Hazlett]

lot of thought put into it, because, like, you say a lot of times when you have the food banks, they're just putting food in there, and they're

[Jasmine Crowe]

like, take it and go here.

[Chris Renee Hazlett]

Yeah. But I love that you tell it, because there's a lot of things that we don't eat or our bodies can't take, you know, for whether it's our blood type or allergies and different things. So I love that you took the time to do that. That's amazing. You kind of started this before it was a thing, you know, what did it feel like carrying something that a lot of people weren't carrying yet?

[Jasmine Crowe]

Yeah.

[Chris Renee Hazlett]

You know, How'd that feel?

[Jasmine Crowe]

I think, you know, a lot of times you felt like, just, do I make sense to anybody?

[Chris Renee Hazlett]

Right.

[Jasmine Crowe]

Like, you know, because, I mean. And that's how I feel. Like, every entrepreneur starts. Like, it's a dream. Like, you know, first you may. Your. Your mom, your dad, and your auntie might be your first customers. You know, I couldn't. I didn't have that here. Like, I wasn't selling a product. I was selling, like, a service. And, like, a service to businesses, right? So at first I was like, maybe I am really crazy. Like, maybe this doesn't make sense. And I remember my dad used to send me so many jobs. Like, after the first, like, year I was pitching, trying to fundraise, nothing was coming from it. And my dad was, like, sending me ng jobs, and he was like, you got to keep your lights on, you know? And I was like, God, I'm gonna have to get a job, you know? So I felt like, a little bit like, maybe out of place, especially in those early days, like, going and talking to investors. I remember I told someone I was like a HBCU alumna, and he was like, where's that at? Like, you know, like, a lot of times you're just talking to people that just don't understand hunger, never have been hungry, don't understand the walk that you're in. So I definitely felt, like, out of place a lot of times. But then there would be moments where it would be very reaffirming, like, one of my investors. Like, I grew up poor. I grew up hungry. Like, I want to invest in you. What do I need to do? So, like, those moments would happen, too. But I felt very much like maybe I'm crazy. I'm pretty. I would say, like, probably, like, how. You know, even, like, think of, like, Tyler Perry. So many entrepreneurs, like, at first, it's just you, and you're just saying, this is what. This is, the vision, and a lot of people don't believe in it, and then they kick themselves later. Right. And so you have to believe in it.

[Chris Renee Hazlett]

Yeah.

[Jasmine Crowe]

And that's, like, the most important. Like, you know, others did it. A lot of others didn't. I had definitely friends and family that I think my dad. I won't say he didn't believe in me when he was sending me jobs, but he was like, you got to still be. If it doesn't work, you. You got to still be able to eat, you know, feed yourself and do all the things. But you will ultimately be the only person that will believe and has to continue to reaffirm yourself when other people are telling you you're crazy, it's not going to work. You should shut it down. Wind down. Like, you know, this is. I can't tell you. My accountant is like, I think some. I remember last year, she was like, I feel like we should shut the company down. Like, let's just pay off. Like, just like, very much just hard conversations. And I'm like, no, like, something's going to happen. And. And so many big things would happen. Like, we'd get big donations, we'd get. Just stuff would just happen that. It's like, that's nothing. But, God, like, what. How does. I mean, how does that happen? He'll do that. I mean, it had. Things have happened and I've had moments. Like, look at my phone. Look who emailed.

[Nissan Advertiser]

Look at.

[Jasmine Crowe]

Like, this is. It happens. There's a lot of stuff. And it only happens if you don't quit, you know, because there. If I had quit, like, when my accountant told me that I would have got that email and someone wants to give me a large donation and you're like, oh, the company's closed. I don't even need to donate. Like, you know, what do you do then? Like, you know, so it's like, you have to figure it out. Even if it's just, like, hard.

[Target/Coca Cola Advertiser]

It is.

[Chris Renee Hazlett]

It is hard. And with you being a pioneer in this space, do you ever get permission to be tired? Because I hear doing it alone, like, yeah, yeah. Like, when you have time to say, okay, I'm actually tired right now. But you're also a mom.

[Jasmine Crowe]

Yeah. Why you're doing it all, like, everything. You really don't. I feel like it's. I mean, it's been really hard for me. What I've been very comfortable realizing lately. And this is just, you know, 2026 realization. Jasmine, on no given day will I be 100% my best self for everybody and everything in my life. Like, some days my kids aren't gonna get the best Jasmine. Some days my friends ain't gonna get it. My business aren't my husband. Like, some days it's just gonna be like, I'm not gonna be 100% perfect every day, but I just need to show up every day and, you know, get through the day and try and like, be better. But I think at one point you try so hard to, like, do everything right and like, miss everything, you know, I remember one time my daughter was telling my husband, like, yeah, I was the last person picked up. Like, you know, like, just like, you know what I'm saying? Like, he's like, yeah, Journey said she was the last one picked up at daycare. Like, you know, like, listen, I was late. Like, you know, it's Atlanta traffic trying to make it happen. She got picked up. This Atlanta traffic, you know, she got picked up at 6:30.

[Chris Renee Hazlett]

She's safe.

[Jasmine Crowe]

I was there at 6:30. One, you know, like, I got there, but, like, she might have been the last one, but you know that I wasn't 100% for her that day. You know, I wasn't early, but she got picked up, she had dinner, you know, like, and we went through the next day. There was a time when I'd be like, oh, man, like, you know what I'm saying? I got to be a better mom. I need to show up more. Like, you know, you're telling yourself the things that we tell ourselves we have to really watch. And I think that's just real recent realization for me is like, listen. And Jasmine, you're telling yourself a lot of things that are negative, or you're telling yourself, you know, I got to keep it positive, keep it positive. I need to be a little bit more positive. Like, that's why I need to start telling myself in the car, like, jasmine, keep it positive. Because I am like, okay, maybe I need to shut it down. Maybe it's not going to work. Why are these? You know, and it's like, you're going to have the negative thoughts too, but you have to redirect and that's. And sometimes I don't do that. So I need to do better.

[Chris Renee Hazlett]

I'm happy for you that you're working on that, you know, because I know just as women, period, we carry a lot and we are harder on ourselves than anybody else.

[Jasmine Crowe]

Yeah, we are.

[Chris Renee Hazlett]

Yeah.

[Jasmine Crowe]

And people are harder on us. You know what I mean? This is like one of those things that the fish rods from the head, like, it's coming from somewhere. So, like, we have a lot to carry. So it's like, if everyone's hard on you and you're hard on yourself, like, when do you get a chance to kind of rest from that? So that's. It's a hard thing to do. And I'm still learning very much so.

[Chris Renee Hazlett]

No, I feel you on that 100%.

[Target/Coca Cola Advertiser]

You know those moments when you're out with friends, everyone's catching up, your food hasn't made it to the table yet, but your ice cold Coca Cola, zero sugar arrives. First you tell yourself, I'm just going to enjoy one sip while I wait. Then the conversation gets going. Somebody tells a funny story, and you take another sip here and there, and before you know it, your food shows up and you're thinking, wait, where did my drink go?

[Jasmine Crowe]

We've all been there.

[Target/Coca Cola Advertiser]

It's one of those little moments that just seems to happen when you're enjoying good food and even better company, Coca Cola Zero Sugar has the real Coca Cola taste you love. With zero sugar, it's one of those drinks that's hard to resist, whether you're catching up with friends, grabbing lunch, or sitting down to dinner. And since it's zero Sugar, you can always order another when you're ready. That's exactly why it's just too good to wait. Try it for yourself. Coca Cola Zero Sugar Real Coke Taste Zero Sugar it's too good to wait

[Chris Renee Hazlett]

Back to School shopping is about more

[Target/Coca Cola Advertiser]

than just checking off a list. It's about helping kids feel confident walking into a new school year.

[Chris Renee Hazlett]

Whether it's a favorite notebook, a cool

[Target/Coca Cola Advertiser]

backpack, or the perfect pair of shoes, Target is there to make a big difference. Target is showing up for families this

[Chris Renee Hazlett]

back to school season with a huge

[Target/Coca Cola Advertiser]

variety of school supplies, apparel and accessories that help kids do their thing and

[Chris Renee Hazlett]

express their personal style.

[Target/Coca Cola Advertiser]

And with low prices all season long, parents can feel good about getting everything

[Chris Renee Hazlett]

they need at a great value.

[Target/Coca Cola Advertiser]

Think backpacks start in just $5 and save up to 60% on school supplies. Plus, Target has the brands and collaborations kids are excited about, including Love Shack, Fancy Cat and Jack Overtime, and even personalized Oala bottles with stickers, charms and more. With the prices parents want and the brands kids love, Target has everything you

[Chris Renee Hazlett]

need for back to school shopping all in one place. Because when kids feel confident heading into the school year, parents feel good too.

[Jasmine Crowe]

Awkward time to ask this, but hey,

[T-Mobile Advertiser 1]

did you download the trail map?

[T-Mobile Advertiser 2]

Yeah, no, I don't need to.

[Jasmine Crowe]

I don't understand.

[T-Mobile Advertiser 1]

You're trusting your signal out here.

[T-Mobile Advertiser 2]

I'm trusting T Mobile. They have the best network and if we end up in bumtots nowhere, well, we've got T satellite for backup.

[T-Mobile Advertiser 1]

Whoa, I don't trust my carrier that much.

[T-Mobile Advertiser 2]

We'll just use your phone as a flashlight.

[Lowe's Advertiser]

With America's Best network and T Satellite, we're keeping you connected in places you never thought possible. And if you switch today, you get free phones for zero down and only 25 bucks a month per line for four lines. Find out more@t mobile.com or visit your local store.

[T-Mobile Advertiser 1]

Best Mobile Network Based on analysis by Ooklev speed test intelligence data 2 edge 2025 with 24 monthly bill credits and 4 eligible port ins on essentials for well qualified customers with autopay plus taxes, fees and $35 connection charge per line credits and imbalance due if you pay off earlier. Cancel Contact Us Finance Agreement example $299.99 MotoEdge 5G required T Satellite available with compatible Device in most outdoor areas in the US where you can see the sky included with experience beyond or $10 a month. However, news monthly. Cancel anytime.

[Boost Mobile Advertiser]

Visit t mobile.com this is Tony Ayo from the Real Report with Tony Ayo and Uncle Murder. You ever notice how everything keeps going up? Rent's going up, Streaming services are going up. Even your favorite burrito spot suddenly thinks salsa should cost extra. But with Boost Mobile, you and your phone bill don't have to play the Willis go up soon game. Because Boost Mobile has an unlimited talk, text and data plan at a price that'll never go up. It's the same price you'll pay for life, meaning you're set to never worry about your bill increasing again for as long as you're on the plan. While the world keeps finding new ways to nickel and dime you, Boost Mobile gives you unlimited wireless at one set price for life. Imagine something in your budget actually staying the same. You'll pay the same for unlimited wireless when you're posting mirror selfies in your 20s. And when you're posting mirror selfies in retirement. Some things never change. Switch now for unlimited wireless at a price that'll never go up. Only at boost mobile, after 30 gigabytes, customers may experience slower speeds. Customers will pay $25 a month as long as they remain active on the Boost Unlimited plan.

[Chris Renee Hazlett]

I want to ask you. We're almost at 10 years. January. January will make 10 years. What is something that year one Jasmine believes that year 10 Jasmine does not

[Jasmine Crowe]

believe anymore that, you know, everybody's on my side and, like, we're all like a family. And, you know, I don't believe that anymore. Like, you know, I. I really have to watch for the snakes and the grass. And I have to realize that I've let a lot of people unlock doors off of my keys, you know, off of my intellectual property. And you can't tell everybody your ideas. You can't tell everybody your next move. You can't. You know, I don't make a lot of announcements now. I think year 10 years ago, I'm speaking here, I'm doing this. This great thing just happened. Like, you know, now it's like, even though I'm saying a lot, I'm not saying a lot.

[Chris Renee Hazlett]

Come on.

[Jasmine Crowe]

Because, you know, I've learned and I've had a lot of, you know, I've had a lot of lessons. So, you know, that is a big thing. I think I h. Friends, I hired family. I mean, I did a lot of that. And those would be things I would Say, I shouldn't have hired friends. Like, you know, I hired, like, my first business development person was like, a friend that didn't know how to develop business. And it's like other employees were like, saying, like, yo, like, you got to get some better people around you. But I was like, oh, this is my friend. Like, you know, like, yeah, we trying to grow together. There's certain friends that, you know, like, you can't do that. You gotta. You gotta make everybody go through the application and the interview process. Like, you know, and I didn't do that a lot. And that's, like, something that you have to. Everybody's just not your friend. And that really sucks to say. When you're, like, a people pleaser and you love people and you're in a business of service. You just gotta watch. You gotta watch. So year 10 Jasmine is like, guards up a little bit, you know, because I think you've been through the battle. And so now it's like, when I go into year 10, it's like, I gotta win the war. Like, you know, I've been through it. So it's like, now it's like, what do I want to do with this business? How big do I want to see it go? How do I. What do I need to do to make those things happen?

[Chris Renee Hazlett]

That's so true.

[Jasmine Crowe]

And who needs to be around me in this next phase, too?

[Chris Renee Hazlett]

That too.

[Jasmine Crowe]

And who doesn't need to be around me? So it's a lot of that.

[Chris Renee Hazlett]

And it comes with wisdom. It comes with learning lessons and life.

[Jasmine Crowe]

I mean, I grew up with this company, you know, like, I moved to Atlanta. I was, like, 28, 29, like, I was a young one, and then started getting into the business. So, like, you know, I grew up, like, building a whole business and all the things that happen in life, you just. You're gonna gain wisdom with time.

[Chris Renee Hazlett]

Yes.

[Jasmine Crowe]

And I remember, like, you know, your parents used to be like, you know, you may be. You're not as wise as me. And, like, you know that. That is so true. Like, you know, you may be faster, you may be younger, but you're not as wise. And wisdom comes with time and a lot of hard lessons and a lot of hard moments, you know?

[Chris Renee Hazlett]

Yes, you are absolutely right about that. I think anyone who. Who has had the guts to go into being an entrepreneur has had to learn that. It's a lot of hard lessons that come with it, because a lot of times you're learning on the job, you know, and you're figuring it out.

[Jasmine Crowe]

I read About a girl recently. I'm gonna read more into this story that, like, she, like, one of her friends, she gave her access to her accounts and then she drained the account. It was like million dollar business, like a fitness life. It was like a big TikTok story. And then, like, the business went out of business. Like, she. And she was afraid to tell this story because people were like, what do you mean you gave? But it's like, if you're just like building something, you're a D2C consumer, like, entrepreneur. And you're like, this is my friend. This is my homegirl. Like, that's a crazy story. This is recent. Like, this is out now. Like, and she lost multi million dollar business. Million dollars in the account, couldn't pay anybody. And then, like, is like trying to, like, sue the girl. Yeah, but you gave her access to your account.

[Chris Renee Hazlett]

So what?

[Jasmine Crowe]

You. Yeah, what can you do?

[Chris Renee Hazlett]

You don't have a dog in the fight.

[Target/Coca Cola Advertiser]

Yes.

[Jasmine Crowe]

You don't have any. I mean, like, there are some stories out here, not even just my stories, but just for entrepreneurs, period. So it's. It's tough. Yeah, it's tough.

[Chris Renee Hazlett]

It really is. And you have to for. It's one thing that Tyler did. Oh, he's taught me a lot of things. But when it comes to business, even, like, making sure that you know where your money's going, like, writing the checks, approving everything. Like, nothing leaves the account until I approve it. I look at the invoices. What is this?

[Jasmine Crowe]

They say Oprah dice.

[Chris Renee Hazlett]

She taught him that.

[Jasmine Crowe]

Yeah, he always talks to Oprah. He's like, I asked Oprah? Yeah, that's his friend. Yes. Yeah, he does. But she does that. She said she used to sign even when she had her show. Like, everyone's check.

[Chris Renee Hazlett]

Yeah.

[Jasmine Crowe]

You know, you probably had. She probably had a studio staff of 150, 200 people, you know, like. But can you just imagine, like, you got to do it, because you will

[Chris Renee Hazlett]

wake up and be like, where is this?

[Target/Coca Cola Advertiser]

Where is that?

[Chris Renee Hazlett]

I'm always asking questions. I look at it. I don't just approve the number. I look at the invoice. I'm looking at dates.

[Jasmine Crowe]

What is this? Listen, me and my accountant be texting. I had sent her. I got an email on July 4th. It was like, boom. Like, it's a. You know, it's a Saturday. And she responded because, like, you know, we gotta be having conversations. But you gotta watch your money for sure. Cause it comes and it goes.

[Chris Renee Hazlett]

It does and it.

[Jasmine Crowe]

You know, there'll be days like, you know, you'll see $100,000 come. And then next day, you got payroll and invoice. I mean, and then. And you're like, oh, what happens next? Like, it's just, like, you know, it just is a tough thing.

[Chris Renee Hazlett]

Wait a minute.

[Jasmine Crowe]

And you got to imagine, like, just think of, like, someone like Tyler Perry, like, how much he has to see even. Just, like, seeing the studio and how big it is, and just, like, you know, like, can you imagine? It's like such a. It's a production, and it's like, it is. And it only. God willing, as an entrepreneur, it only gets bigger and it only gets greater. And so it's only more invoices and more things. You got to pay for more.

[Chris Renee Hazlett]

I mean, it comes with it.

[Jasmine Crowe]

Yeah, it comes. If it's. How big do you want to get?

[Chris Renee Hazlett]

Yeah.

[Jasmine Crowe]

You know, exactly.

[Chris Renee Hazlett]

Yeah. And understand, I think how you steward over it when it's small is going to show you how to steward over as it gets bigger, you know, and it also shows.

[Jasmine Crowe]

I love that you said that, because a lot of times I think that's where we have gotten bigger, is just being like, you know, my goal in the beginning was like, a million dollars, a million meals. And so then every time it's bigger than that, you're like, gosh, so finding, like, gratitude. Even when it's been really, really hard for me, and I've had some hard years and some hard times in building the business. Like, I just find gratitude in, like, all that we've done. And so sometimes, like, even if I have to shut down tomorrow, you know, I've done this. I've done this. I've opened all these grocery stores. I fed all these people. Like, there's. And what I'm learning now is being okay with however it turns out. And I think that's what has gotten in my way before is, like, kind of caring about, like, what are people gonna think? Like. But no one knows how hard it is as an entrepreneur. Entrepreneur. So if I have to do it. Yeah. Like, I gotta shut down, because no one knows that. It's like, I'm, you know, moving money and I'm saving money. Like, you know, I'm investing my money.

[Chris Renee Hazlett]

Get out of my business.

[Jasmine Crowe]

I'm gonna get out of your business. Yes. I'm not doing it. I mean. I mean, shut it down. I'm one of those people who open bank accounts at, like, places that I'm never. I'm, like, there. I'm not even going there. And then I gotta go in there, you Know, like, just, like, dang, like, I gotta. So it's. It's been a lot that have happened, but I know it'll. I know it'll come back to me. And it has so many. I mean, just all the experiences, being able to write a book, being able to, you know, have experiences, like, being here with you. Like, it never would have happened had I not got started and had I not kept going.

[Chris Renee Hazlett]

For sure. Kept going. How does your faith carry you through?

[Jasmine Crowe]

I mean, I feel like faith, definitely. I. I am often asking God to, like, order my steps. Like, whatever. It's gonna be. Like, that's it. And that's why I'm like, well, if he ain't shut it down today, you know, like, he must want me to keep going because, like, that's my. My constant prayer is like, you know, and I. And I do wish I could really have, like, those moments where God is like, this. What we gonna do? Like, you know, like, that's kind of the thing, like, make it very, very clear. But I definitely just have to, like, pray and believe.

[Chris Renee Hazlett]

Yes.

[Jasmine Crowe]

And I always say to myself. The one thing I say to myself when I have a lot of hard moments is like, jasmine, God did not bring you here. He didn't bring you this far to leave you. Like, look how much further you've gone from a million. Like, just look from. From that vision. Like, there's no way that this could be the end of it.

[Chris Renee Hazlett]

And even times, like, have you had moments where, like, you think about just throwing in the towel and then you look at that moment and then you see how far he's brought you from that moment.

[Jasmine Crowe]

You're ready to give it up. Oh, yeah.

[Chris Renee Hazlett]

I was like, all right.

[Jasmine Crowe]

So many. I mean, like, a lot of times. And I mean. And I always know that something is still going to come. Like, I don't know what it's going to be, but I'm like, because we're doing. We're doing good work. I feel like we're doing the Lord's work. Like, you know, and I always tell people, like, at the end of my life, I didn't get in it to, like, become a millionaire and make all this money. Like, that wasn't my goal. I was already feeding people when I had nothing. So it was more so to, like, do good. Do something good and, like, you know, make a life for it. But I always say, like, at the end of my life, like, I really will be able to stand before God and be like, listen, your people were hungry, and I fed them you know, like it's.

[Chris Renee Hazlett]

Come on.

[Jasmine Crowe]

Yes. Future's mom one time she told me, Mr. J, she was like, jasmine, I know one thing about it, baby, you gonna go to heaven. So I know that.

[Chris Renee Hazlett]

I love that. I love that. I wanna get into your book. You are now an author and I wanna know what inspired you to write this book. And let's talk about that process.

[Jasmine Crowe]

You know, I gave my first ted talk in 2019. And so at that point, like, a lot of people were reaching out about, like, you know, would you wanna turn it into a book? But I didn't have a lot of lessons yet. Like, you know, I had at that point only been to able in business for two years.

[Chris Renee Hazlett]

Right.

[Jasmine Crowe]

So fast forward to 2024. The opportunity presented itself again and I was like, you know What? Yeah, like 2023 was so hard that 2024, I was like, yeah, I got something to write about. I have something to talk about. And I started kind of laying like, you know, my favorite chapter in the book is. Is about failure. And it's. And it talks about failing a lot. Like, not. Not once, because you don't fail once. You fail often. Like, you fell. I mean, there's days at our store like, you know what? We failed. Like, like, okay, so I'm gonna go leave a bad review on you. You know, it's like, well, sorry you had a bad experience. Like, you know, you know, that happens. So that's a failure, right? If they don't have a good experience, that's a failure on your business on that day. Like, you know, you try, but you could have done things better, right? So I think just the experiences that I had had felt like I was really like a thought leader in this space. And just all that I was realizing and all that I was, was seeing. So I think that's what made me want to write it and really just to inspire others. And so not so much if everyone will go out and feed somebody, but if you have an idea, could you go after it? Because I will. I would probably have a million dollars in the bank if I had a dollar for everyone who was like, I thought about that. I think, you know, I used to wonder what was happening to food. And I thought about, I mean, just so many people I thought about doing a deli like that. I mean, just all of that. And you thought it, that's it. It's just the execution. And that's the biggest difference between the successful people and the people that it's just who's executing on it every single Day and just to, like, give people those tips has been. And just. I mean, writing the book, there was, like, so many stories that I was just like, whoa. Like, this has been. I'm gonna. Actually. When this is all said and done, that's the book. Next is gonna be, like, the screenplay or something. I gotta figure out a way to, like, write. This is like, an insecure text person. Because, like, I was living life, building this business, and a lot was happening, like, just a lot of crazy stories. So, you know, I just needed to put it on paper and, like, get it out there, and now it'll be there for forever. And I think that's pretty cool. Even if the company's not there. Like, the story of how I built this company and where it came from is there. And I'll always be able to, like, turn to it and, like, you know, point to it and teach about it

[Chris Renee Hazlett]

one day, and it can become other things. Like a show. Like, I love that.

[Jasmine Crowe]

Yeah. Like, it really should be, because it's just. I mean, people just want to believe it. And you. I think now we're hearing more stories of people opening up about how hard it's been on entrepreneurial journeys. Like, I think of, like, Ami Kolay, who shut down her makeup brand, or People are talking about these things now where a lot of times it was very taboo. I have a lot of. I'm in a group of women founders, all black women, who have raised over a million dollars. I think there's like 200 of us. So a new website just came out, like, archives as we raise capital. And so we're in this group called Visible Figures. And it's been a lot of companies who are shut down. And, like, people are like, I'm shutting down. We're getting acquired. We're doing. I mean, it's just a lot of it. But we don't often talk about our failures out loud. And this is, like, me talking about, like, hey, this is what I got right. This is what I'm working on. This is what I got wrong. And this is what I. Now it's your turn to go out and, like, you know, learn from my mistakes. But if you have a vision for something, you know, it's really up to you to execute on it. That's the big thing. Purpose of the book is, like, the idea is nothing without action.

[Chris Renee Hazlett]

Yeah.

[Jasmine Crowe]

You know, it's not. I mean, I was sitting down, drawing. I was in a hackathon as a team of one. Like, you know. Yes. Like, it's just gonna be me that's where. That's where Shelly met me. I was a team of one. And Shelly can attest to that. I walked in there, I'm like, who is this, your team? It's me. Like, this is it. The idea is just. This is about to be just Jasmine. And this is, you know, I'm getting up, I'm pitching, and I'm talking about this vision and how it was going to work and going and, you know, picking up food myself. I used to have, like, a Hyundai Sonata, and it smelled so bad because I had picked up so much food, dropped down and spilled black beans. And just like, all this stuff, like, black beans smell really bad after a day or two. Like, it smells like death. You know, that car, when it was done, it was smelling like food at all times. And so I did it all. Like, I was the one going out and picking up the food and trying to do all of the things and if I could do it, you know, I don't come from money. I don't come from. I didn't have, like, someone write me a check, just go out and test this out. And. And even though the investment piece, which I talk about a lot in the book, was a big source of kind of contention for me, right, Because I wanted to feed people, investors wanted me to make money, and I believe that we could do both. I. I cherish people that put money into my vision. And so a lot of times you. I had, like, conflicting. Like, well, maybe I do do this. Maybe I can cut costs by giving people this. Or, like. And it was like, I just kept going back to, like, I have to give people choices. Like, it has to happen. And then I don't know how it's gonna happen every single month, but ultimately it has to happen. And so it's. I think it'll be a really good book for entrepreneurs across the board.

[Chris Renee Hazlett]

And where can we find this book?

[Jasmine Crowe]

Everywhere. So it's on Amazon now. So it officially comes out on July 2021 of 2026, but you can pre order it, Barnes and Noble, all the places, black bookstores. Please support. And I'm just really grateful for it. It just looks so good.

[Chris Renee Hazlett]

It is so good.

[Jasmine Crowe]

Like, the little eggs are matching your dress. It's like all the curtain. It's like all. It was. It was. It was so divine.

[Chris Renee Hazlett]

Yeah, it looks really good. I love it. Well, we are proud of you and all the work that you have done, not just for this city, but the impact that you're making worldwide. I'm very proud of you. And inspired as well. Yes. Is there anything else that our audience can do to support you? Where can we follow you?

[Jasmine Crowe]

Let us know, please. Guys, I'm Jasmine Crow on everything. Instagram threads. I'm really. Yes. And then my company Gooder is Gooder Co on everything. And we would just love for you guys to support us if you're ever in Atlanta. We have a deli, a grocery store on Edgewood near the the historic King center. And we just want to feed people. We want to feed you and we want to be able to, like, go to other cities. We're in 19 markets now, but we should be everywhere. There's nowhere that good or shouldn't be. Like, we're trying to feed people and feed people good. Yeah, that's. That's where good or came from.

[Chris Renee Hazlett]

Jasmine, thank you so much. I thoroughly enjoyed this conversation.

[Target/Coca Cola Advertiser]

Yes.

[Chris Renee Hazlett]

I can't wait. I'm glad you got the book right on time.

[Jasmine Crowe]

I'm so excited. Thank you, guys.

[Chris Renee Hazlett]

Thank you,

[Target/Coca Cola Advertiser]

Jasmine.

[Chris Renee Hazlett]

Thank you for reminding us that purpose isn't just about having a great idea. It's about having the courage to keep saying yes, even when the assignment gets heavy. Congratulations on your new book, Feeding Hope. And thank you for continuing to serve communities with both compassion and action. And thank you for listening. If this conversation encouraged you, please share it with someone who is discovering or rediscovering their purpose. And don't forget to join the Sweetie Social Club. We are now open. Follow us on Instagram at Sweetie Social Club for everything that we have going on. In the meantime, in between time, you already know what to do. Keep it positive, Sweeties.

[Jasmine Crowe]

Get the book.

[Chris Renee Hazlett]

Go get it.

[Target/Coca Cola Advertiser]

Back to school is here. And Target has everything families need to help head into the school year feeling confident and ready to do their thing. From school supplies and stylish apparel to accessories kids actually want, Target makes it easy to check every box on your list at a great value. We're talking backpacks starting at just $5 and up to 60% off school supplies. Plus, kids can express their style with brands and collabs they love, like Love Shack, Fancy Cat and Jack Overtime. And customizable Owalla bottles with stickers charms.

[T-Mobile Advertiser 2]

More.

[Target/Coca Cola Advertiser]

The prices parents want and the brands kids love all in one place at Target.

[Boost Mobile Advertiser]

This is Tony Ayo from the Real Report with Tony Ayo and Uncle Murder. You ever notice how everything keeps going up? Rent, streaming, even extra Sosa at your favorite burrito spot. But with Boost Mobile, you don't have to play the Willis Go up Soon game. Boost Mobile offers an unlimited talk, text and data plan at a price that'll never go up. It's the same price you'll pay for life. Switch now for unlimited wireless at a price that'll never go up. Only at boost mobile. After 30 gigabytes, customers may experience slower speeds. Customers will pay $25 a month as long as they remain active on the Boost Unlimited plan.

[Jasmine Crowe]

Maintenance Fee Overdraft Fee Minimum Balance fee Maximum Balance fee Banking fees are just

[Chris Renee Hazlett]

a part of modern life.

[T-Mobile Advertiser 2]

Or are they?

[Jasmine Crowe]

They're not at Ally Bank.

[Nissan Advertiser]

At Ally bank, there are no tricks,

[Jasmine Crowe]

no hidden fine print or jumping through hoops for better rates. They just want to help you save automatically while you spend with spending accounts and savings tools with great rates. No tricks, no hidden fees. Banking built for life today. Learn [e-mail] Ally Bank Member FDIC this

[Bobcat Advertiser]

episode is brought to you by Bobcat. They started the compact equipment industry through grit, determination, and a whole lot of think we can't do that. Watch us. They set standards, broke records, empowered people to build bigger and higher, to dig deeper, to make the impossible possible. We've all been there with doubters telling us what we can't do. Who cares what they think? We don't need their permission or forgiveness. We just get things done. So go ahead and doubt me, judge me, challenge me. But when the time comes, watch me.

[Jasmine Crowe]

Bobcat Cat this is an iHeart podcast.

[Target/Coca Cola Advertiser]

Guaranteed Human.