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Robert F. Kennedy Jr.
We try to make healthy choices, but the fat cats hide the information we need to make them big. Insurance companies and hospital executives have been empowered over patients and families. That's not a system, that's a trap. We can't make America healthy again without seeing up front the price of every X ray, every doctor's visit, every pill, and every hospital bill. That's why President Trump and Secretary Kennedy are restoring trust by demanding transparency in every part of American health care. Transparency is key. Demand.
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Dr. Nicole Safire
Are you kidding me?
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for the show comes from Public, the investing platform for those who take it seriously. On Public, you can build a multi asset portfolio of stocks, bonds, options, crypto and now generated assets which allow you to turn any idea into an investable index with AI. It all starts with your prompt. From renewable energy companies with high free cash flow to semiconductor suppliers growing revenue over 20% year over year, you can literally type any prompt and put the AI to work. It screens thousands of stocks, builds a one of a kind index and lets you back test against the S&P 500. Then you can invest in a few clicks. Generated assets are like ETFs with infinite possibilities, completely customizable and based on your thesis, not someone else's. Go to public.com podcast and earn an uncapped 1% bonus when you transfer your portfolio. That's public.com podcast paid for by Public Investing Brokerage Services by Open to the Public Investing Inc. Member FINRA and SIPC Advisory Services by Public Advisors llc. SEC Registered Advisor Generated Assets is an interactive analysis tool. Output is for informational purposes only and is not an investment recommendation or advice. Complete disclosures available@public.com disclosures.
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Dr. Nicole Safire
Welcome to Wellness Unmass. I'm Dr. Nicole Safire. And today we're pulling back the curtain on something that affects every American family. Mine, yours, all of us, the food on our plates. For decades, we were told Big Tobacco was the villain. And it took us decades to kind of get rid of them. Well, we didn't really get rid of them. They're still around. What if I told you the same corporate playbook, the same executives, the same manipulation tactics, the same addiction science quietly migrated from Big Tobacco into Big food. My guests today, Patrick and Ashley Sullivan, expose exactly how Big Tobacco helped engineer modern big food. Designing ultra processed products to hijack our brain chemistry, distort public policy and keep consumers hooked up. Now, this isn't about personal willpower. It's about corporate strategy, regulatory capture, and the health crisis unfolding in plain sight. Let's talk about it. We have a beautiful couple, Patrick and Ashley Sullivan. They are the Maha inspired filmmakers behind a brand new documentary called Breaking Big Food, now streaming on Apple TV and Amazon Prime. And I am so excited for this conversation because you guys uncovered a lot in this documentary, right?
Ashley Sullivan
We sure did. It was a very eye opening experience for us. Right, Patrick?
Patrick Sullivan
Yeah. I mean, the full title, Breaking Big how the American Food System Went Rotten and How It's Being Revived.
Dr. Nicole Safire
So tell me a little bit about it. First of all, your background, what even made you want to do this?
Patrick Sullivan
Well, in 2014, I got a thyroid cancer diagnosis and decided to go at that time the traditional route of getting a thyroidectomy, having the cancer removed. And quite frankly, Nicole, it was so stressful hearing the words, you have cancer, that after the surgery, Ashley and I really kind of buried that for a while. And you know, frankly, I think we just didn't know enough about food labels and ingredients and about the environmental toxins that were out there that when we began to research this film and really the inspiration came from hearing Callie Means speak at a conference in the summer of 2024. He and his sister, Dr. Casey Means, had just published the book Good Energy. And Ashley and I felt like that's it, like it really hit home for us, the pieces of how we got here in the first place. And as a result, we felt like we wanted to help amplify that message and that turned into pitching them the idea of this documentary. And Callie was like, do it. I'm all in.
Dr. Nicole Safire
That's great. So when you started the documentary, tell me some about the big things that you uncovered.
Ashley Sullivan
I think the biggest shocking thing that we uncovered was really the fact that the cigarette companies purchased the food companies. Patrick, what are the stats on that?
Patrick Sullivan
Well, Callie, as a former lobbyist, goes through a number of different examples. Starting in 1985 when R.J. reynolds, the makers of Camel cigarettes, purchased Nabisco for 5 billion doll. In 1988, Philip Morris, the maker of Marlboro cigarettes, they purchased Kraft for $13 billion. And these were just some of the transactions of big tobacco buying up big food. And by the mid-1990s, the cigarette industry controlled about 40% of the American food supply.
Ashley Sullivan
What could go wrong? Right, right.
Dr. Nicole Safire
So while all of the anti cigarette campaigns were going, big tobacco is like, oh no, we're starting to lose money because cigarettes cause cancer and a lot of other things. What they did now they have taken over the food supply. And were there you know, demonstrable changes that they made to the food supply at this time once they took over?
Patrick Sullivan
Well, the amount of grass chemicals. And I'm not talking about like the grass that you have in your front lawn. I'm talking about FDA's generally recognized as safe. That is a term that has been going around in the media and it's effectively the food company, their own ability to self approve ingredients that they feel are, quote, generally recognized as safe. And currently in America, there's almost 10,000 chemicals, I believe, that are allowed in our food supply but are not allowed in European countries. They're banned in Canada. And that's why you've maybe seen online examples. Food Babe has posted a lot of these. Like, here's what Froot Loops look like in America and they're bright and colorful. And here's what they look like in the restaurant of the world. And the ingredients are about half of the amount of ingredients.
Ashley Sullivan
Yeah. And people will say like, oh, but I grew up eating this and I'm fine. Well, actually, if you look at the food label of the exact same product from back in the early 80s, 70s and earlier to what they are today, they're completely different ingredient labels.
Dr. Nicole Safire
Well, and also one important thing to remember is here in the United States, we kind of have generally approved as safe or recognized as safe. So you have to prove that it is unsafe to remove it. Whereas Europe and other countries, they say, well, you have to prove it is safe before you can put it in there. Why we have such lax standards? I think one can only guess. And it is the lobby powerhouse, which is the big food industry.
Patrick Sullivan
Yes, unfortunately, that seems to be the case. And throughout the film, Callie really does a great job of explaining things like, you know, processed food was not even a thing until after World War II when Europe was decimated and American farmers went to work to basically feed the world that had been decimated by war. So innovation and need to preserve the food as it was traveling by large ships kind of created a, okay, well, we have to make this preserve. And so they began to experiment with seed oils and, and stuff like that. Well, the road to hell is oftentimes paved with good intentions.
Dr. Nicole Safire
Yeah. And I think confounding that is women also going more into the work environment, not home as much, and really requiring a well stocked pantry to feed their family instead of, you know, daily trips to the grocery store. Listen, I'm culpable of this myself. Full time working female with three kids. And it's really hard to make sure that you're constantly having all the freshest ingredients. So, you know, it's a price to pay for convenience. It just happens to be cheaper food. But that price of what it's actually causing to our bodies from a metabolic standpoint and potentially cancer and others, I mean, it's quite the detriment.
Patrick Sullivan
Well, one of the things we hoped to show in the documentary was the, the second part of the subtitle. How it's being revived is from the ground up. In areas like the Phoenix community where we live, there's a number of local farmers, local markets working together to make more convenient options for busy moms like yourself. And that's part of what led us to creating Firefly Organic Coffee and Market. We wanted something in our community that one scratched our own afternoon latte habit, but also provided us and our community with a way to get raw milk, farm fresh eggs, seed oil free chips, seed oil free ingredients or sourdough.
Ashley Sullivan
Yeah, right.
Patrick Sullivan
And we're very hopeful that from the top down, RFK is I think, making some massive changes that are much needed, but really from the ground up. It starts with consumers voting with their wallets. And what we're finding here in the Scottsdale area is that consumers, when they find Firefly, are so ecstatic that it's like, oh my gosh, this is on my way home. This is on my way to work. I can pick up these staples that are cleaner, fresher, better, organic, not that much more expensive. And it is better than the, the choices that I have at a typical grocery store.
Dr. Nicole Safire
So I'm actually born and raised in Scottsdale. I just am one of the few people who leave Scottsdale to come to the East. I don't quite understand that, but you're right. So I love this. But one of the things about Scottsdale is a higher socioeconomic community, which is one of the things that we talk about a lot, that have access to healthier foods. You know, it tends to be more expensive. So. Yeah. What do you see as some of the ways that we can make sure that this healthier options are actually making their way into lower socioeconomic neighborhoods?
Patrick Sullivan
Yeah, that's a question that we get asked a lot. And I think that the answer is the supply and demand. You know, the example of essentially innovation starting on the high end. You think about a big screen TV 20 years ago was $15,000 and now it's like $500. So innovation creates sort of supply, or rather innovation creates demand, and then supply rushes to fill the vacuum. One of the things, like a great example would be from the documentary Inspire Farms, Tiffany Lilly, AKA the chicken lady, that a lot of people talk to us about after watching the film. She started with her teenage daughter as a homeschooling project, raising a chicken in their backyard. And now she has about 40 chickens. And she started a little market and she supplies eggs, quite a few, dozens of eggs to her local community as a business. She makes a profit on it. But the good news is she used to be allergic to eggs. She was actually allergic to the soy and the corn that those chickens were eating. And so once she had her own chickens and could control their diet, give them a more natural backyard pasture to grow up in, she wasn't allergic to eggs anymore. That kind of innovation, whether you're a consumer or potentially a producer, you know, people raising chickens in their backyard is not that far fetched. And I think it's how we solve the problem at a local level. And by increasing supply, we hopefully lower cost as well.
Dr. Nicole Safire
I also, I actually have backyard chickens. I am a huge fan of them. I love my chickens. I think it would be a tremendous idea if there's a way to, you know, subsidize some of these neighborhoods to have backyard chickens and actually have some gardens to feed their community. I think that's a great idea.
Ashley Sullivan
One of the things that Tiffany actually does is she helps people get started if they want to raise their own chickens. She calls it we inspire one backyard at a time.
Patrick Sullivan
Yeah, we inspire farms one backyard at a time.
Dr. Nicole Safire
That's great. That's wonderful. You know, I wanted to touch on one thing that you talk about, because I am an avid coffee drinker, I drink coffee all day long. I have a cup of coffee sitting next to me right now. There are health benefits, but I also just really like coffee, the taste of it. But you talk a lot about how not all coffee is created equal.
Ashley Sullivan
That's right. Actually, it was pretty eye opening around the time that we started to film this documentary. Um, I had been doing a series of health tests for myself and I did a mycotoxin test to see what kind of toxins were in my environment. And actually four different types of mold showed up on that test, which I was totally shocked by. It said they were likely from food sources. And I mean, I don't even even eat like blue cheese. So I was like, where could this be coming from? So, of course, I dived down the rabbit hole and figure out, wow, coffee's actually one of the biggest offenders of this. And I am an avid coffee drinker. I mean, probably four cups a day, including an afternoon latte habit that we developed because we like to get out of the house and go and like, take a break from our work day. But then realizing there aren't any, like, organic or anyone talking about mold free coffee anywhere in this town. As a matter of fact, this seems like a pretty big hole in the, in the market for, like, someone to be talking about. There are a couple of clean brands out there, but not that many. So that was the inspiration for Firefly.
Dr. Nicole Safire
So how does mold, like, get on coffee? So if you're going to Starbucks, for instance, like, would you expect to find mold on their coffee? Are you talking about people's old coffee just sitting in the pantry?
Patrick Sullivan
Well, it's more during the production and storage of the green beans, the raw beans before they're roasted. Most coffee, in fact, pretty much all of it is grown around the equator. The equator, of course, is very humid often. And so the storage that the coffee sits in when it's waiting to get to roasters is often when the mold is grown. During roasting, they're often able to burn off the mold, but not necessarily the mycotoxin. And the mycotoxin is really where the problems can be for humans. The EU recently did a test, and almost half of the coffee that they tested had detectable levels of mycotoxins. So if you're drinking four to six cups of coffee a day, it's the cumulative buildup that you really kind of worry about. One of the things that we were able to do, and in fact it's kind of part of the journey of the documentary was our search for a mold free coffee that we really liked the taste of. And spoiler alert, we found one working with a local roaster. They've been working with this small family farm in Honduras for 30 years and it's a registered organic bean. When we tasted it, we loved the taste. And then we did the step that most companies I don't think do, which is to send in the finished product to a third party lab for testing. And we had four pages of test results looking at, of course, mycotoxins, molds, but also heavy metals and PFAs and glyphosates and other pesticides. And thankfully the coffee came back squeaky clean.
Dr. Nicole Safire
You know, interesting you mentioned glycophase. There is the Trump administration. The White House just put out something that kind of was not in line with some of the Maha talking points on glycofase and trying to get some of that out of our produce. Being a pesticide that is being loosely linked to medical illness, specifically cancers, what do you make of that?
Patrick Sullivan
I think it's a bad move. Recently, Darkhorse podcast, Brett and Heather went through a whole hour and a half episode talking about a paper on glyphosate, the supposed safety of glyphosate, that was published in the early thousands. And that paper was recently retracted. That paper was really the foundation of the glyphosate is safe. And just to boil down their whole episode, it was pulled. The paper was pulled for a couple of different reasons, the biggest of which was Monsanto helped to write the paper, but they were not declared as author authors. Number two, the paper was not a new study or like new scientific research. It was a review paper of all the other research that had been done, but it failed to review several articles, several papers that actually showed danger for glyphosate. So they kind of cherry picked the studies that they looked at. So the retraction of that paper, quite frankly, is I think, monumental. Glyphosate, AKA Roundup, has been used so much in our food. And you think, okay, well, you know, it's like bad for the bug, you know, keeps the bugs away. Yeah. If the bugs don't want to eat it, maybe we shouldn't be eating it either.
Dr. Nicole Safire
Yeah. They try to say that some of the ingredients in there, it's only targeted to disrupt the membranes in insects. It's like, okay, I understand that maybe we don't have those same membranes, but they love to say, you know, correlation doesn't equal causation. Well, we do a lot less in human medicine for a lot of correlates. So there does seem to be some strong corporate support to keeping this alive.
Patrick Sullivan
Well, yeah, Glyphosate is a multi, multi billion dollar product. RFK was a part of the legal team that awarded, I think about 10 years ago, maybe less, maybe five years ago, one of the largest judgments in a glyphosate injury case in California, something like $250 million awarded to a, essentially a landscaper for, I think University of California. If I recall, he developed non Hodgkin's lymphoma directly connected to, at least agreed upon by a jury and in a court of law, directly connected to glyphosate exposure. So I just feel like it's a big mistake to, to not be basically focusing on getting glyphosate out of the, out of the food supply. And in fact, it's one of the ingredients that we talk about and the dirty dozen ingredients to avoid. A little cheat sheet that we made to help people get started when they're feeling kind of overwhelmed. Like, there's so many ingredients, there's so many things I have to avoid. Well, if you go to ingredientsnobs.com, there's a free download. It's a one page PDF and it lists sort of, here's the ingredients to avoid. And when you start on this path, each ingredient that you start avoiding is like a new superpower that you picked up.
Dr. Nicole Safire
What are, I mean, that's excellent resources to have that downloadable sheet. More coming up on Wellness unmasked with Dr. Nicole Safire.
Robert F. Kennedy Jr.
We try to make healthy choices, but the fat cats hide the information we need to make them big. Insurance companies and hospital executives have been empowered over patients and families. That's not a system, that's a trap. We can't make America healthy again without saying up front, at the price of every X ray, every doctor's visit, every pill, and every hospital bill. That's why President Trump and Secretary Kennedy are restoring trust by demanding transparency in every part of American health care. Transparency is key. Demand it.
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Dr. Nicole Safire
for people who listen, what's probably like the three tips, the easiest things for them to do to Try and remove some of these toxins and maybe what are a couple things they'd be surprised about. Like you already mentioned coffee and the mold. But when they're going to the grocery store, what should they be on the lookout for?
Ashley Sullivan
I would say just healthy foods. Well, supposedly healthy foods, right? Foods that are kind of imposters where, you know, you're going to look at the back of. If you look at the hummus, you're going to look at the ingredients and you're going to see 95% or more of hummus that you buy in the store has a seed oil in it. Same thing with salad dressings. Ready to drink protein shakes, things like that that are, you know, marketed as being healthy but truly are not pro health at all. And unless you understand how to read a label or some things to look out for, you can easily be duped into thinking that you're supporting your body in the best way but not realizing that actually it's causing inflammation and some gut disruption and microbiome disruption.
Patrick Sullivan
So, yeah, salad dressing is another great terrible example of oh, you know, I'm going to eat a salad. So let me put all this ranch dressing on it. We made a video, what's really inside of ranch dressing that got like 5 million views on TikTok. It's kind of recreating it and showing all the junk. Especially huge amount of seed oil, huge amount of artificial coloring and flavoring. It's not the hidden valley that we think of on that beautiful label. That you know, kind of animated graphic that created. It is industrial garbage.
Dr. Nicole Safire
Garbage. I was just gonna say that Patrick and Ashley, this has been wonderful. I have not watched the documentary, but I'm going to tell you, I am going to. I didn't realize Kelly Means was in it or even involved in it. Kelly being one of the White House advisors and one of the big, big reasons that the Maha movement is what it is today. So, really interested in watching this. Tell us again the name of the documentary, how people can watch it.
Patrick Sullivan
Yeah, I think you're going to really enjoy it, Nicole. Breaking Big Food can be found now on Apple TV or Amazon Prime Video. It's available for rent. If you want to find out more about it, you can go to breakingbigfood.com to see the list of the cast, to watch a trailer and really it's a 75 minute film that we really aimed to be inspirational to. Not necessarily create an exact blueprint of how we're going to fix everything, but really to show how we got here in the first place and how it can be revived because I really believe we can make America healthy again. The name of your book was absolutely perfect and obviously has become a big rallying cry for many of us. Let's make America healthy again.
Dr. Nicole Safire
Yeah, I appreciate it. Well, it took us decades to tackle big tobacco and now it's again we're tackling them again just under the guise of big food. So hopefully it doesn't take us another several decades and. But people like you, Callie means, RFK Jr. Who are really speaking out. Hopefully we'll get there. Thanks so much for joining us.
Ashley Sullivan
Thank you for having us.
Patrick Sullivan
Thanks, Nicole.
Dr. Nicole Safire
This conversation is not about fear. It's all about awareness. You don't have to be afraid to drink coffee because you're worried about the toxins in the mold. Well, maybe you should be a little bit afraid, but just be selective in the coffee. Look into it. Do your due diligence. I'm certainly not going to stop drinking coffee because I'm afraid of it, but I am going to start looking for cleaner coffees. And we also have to make sure cleaner is also affordable because it's not right. If only the wealthy can afford to eat clean. When you understand how the industries engineer products to override our biology, you stop blaming ourselves and start demanding accountability. Patrick and Ashley's documentary is going to be a reminder that real health reform doesn't just happen in hospitals and Congress. It happens all around board rooms, policy rooms, and yes, at your dinner table. You have some control over this. Thank you so much for listening to Wellness on Mass. I'm Dr. Nicole Safire. Be sure to listen to Wellness on Mass on iHeartRadio, Apple Podcasts or anywhere you get your podcast. We'll see you next time.
Robert F. Kennedy Jr.
We try to make healthy choices, but the fat cats hide the information we need to make them big. Insurance companies and hospital executives have been empowered over patients and families. That's not a system, that's a trap. We can't make America healthy again without seeing up front the price of every X ray, every doctor's visit, every pill, and every hospital bill. That's why President Trump and Secretary Kennedy are restoring trust by demanding transparency in every part of American health care. Transparency is key.
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Dr. Nicole Safire
Are you kidding me?
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The Clay Travis and Buck Sexton Show (Guest Host: Dr. Nicole Saphier)
Original Air Date: February 24, 2026
Guests: Patrick and Ashley Sullivan, Filmmakers of "Breaking Big Food"
In this episode of "Wellness Unmasked" (a segment of The Clay Travis and Buck Sexton Show), Dr. Nicole Saphier welcomes filmmakers Patrick and Ashley Sullivan to discuss their documentary, Breaking Big Food: How the American Food System Went Rotten and How It's Being Revived. The conversation dives deep into how Big Tobacco’s strategies—and even its executives—transformed Big Food, leading to the current American health crisis. They expose corporate and regulatory maneuvers that keep families dependent on ultra-processed, unhealthy foods and offer actionable strategies for reclaiming healthy eating, focusing on grassroots solutions and consumer empowerment.
“The same corporate playbook, the same executives, the same manipulation tactics, the same addiction science quietly migrated from Big Tobacco into Big Food.”
—Dr. Nicole Saphire (02:37)
“The food company, their own ability to self approve ingredients that they feel are, quote, generally recognized as safe...there's almost 10,000 chemicals...allowed in our food supply but are not allowed in European countries.”
—Patrick Sullivan (06:31)
“Each ingredient that you start avoiding is like a new superpower that you picked up.”
—Patrick Sullivan (19:58)
“Not necessarily create an exact blueprint...but really to show how we got here in the first place and how it can be revived because I really believe we can make America healthy again.”
—Patrick Sullivan (25:16)
This episode exposes the hidden connections between Big Tobacco and Big Food, unpacks the regulatory failures enabling ingredient manipulation, and articulates both the top-down and grassroots efforts needed to revive America's food system. The Sullivans leave listeners with practical advice: read ingredients, avoid harmful additives, and support local producers whenever possible. The movement to restore American health begins not in Congress or hospitals, but in everyday choices and community action.
Recommended Viewing:
Breaking Big Food – Available on Apple TV and Amazon Prime.
Resource:
Free “Dirty Dozen” additive cheat sheet at ingredientsnobs.com
“When you understand how the industries engineer products to override our biology, you stop blaming ourselves and start demanding accountability.”
—Dr. Nicole Saphire (26:20)