← The Dylan Gemelli Podcast
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Today's episode is sponsored by my good friends at Timeline. Timeline is now offering the world's first ever longevity gummies, powered by Might Appear. You've heard me talk about the importance of cellular health and our mitochondria, which is why I have time. As my favorite and most trusted sponsor. These are the only clinically proven urolith and a gummies for strength and healthy aging. We may be living longer lifespans, but are we truly living better lives? What if the key is not just adding years to your life, but life to your years? This all starts at the cellular level. As we age, our mitochondrial health starts to decline. And one of the keys to living longer and healthier is keeping our mitochondria healthy and strong and might appear targets. This for us. Take control of your health now and live the life that you not only desire, but you also deserve. As a gift to all my listeners, you can save 20% off today by going to timeline.combackslash Dylan to get started. That's timeline.combackslash Dylan. I assure you your cells will thank you. All right, everybody, welcome back to the Dylan Gemelli podcast. So I have an extremely, extremely great guest today. I hit it off with him immediately. I'm going to get into a little bit of the backstory on how I met him and kind of how crazy it is from when I did actually meet him to where we're at today. But I've got a good backstory on it. But anyway, he has done some things that have caught my attention right off the bat. He's the CEO and founder of Puri, which is a supplement company known for its transparency and commitment to clean ingredients. And you've heard me talk about them already in the past, and you're going to hear me talk, talking about a lot more in the future. It was founded in 2009 and their goal was to create high quality supplements that are going to address common nutritional deficiencies. And so I want to introduce to you today the man, the founder that is behind Peri, Oliver Amdrup.
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Hey, thank you, man. Good to be here.
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I appreciate it. And we're on far different time zones and we both had to kind of make accommodations for each other. But it's well worth it to have you here to be able to talk with you and converse with you and kind of, I really want to get your story out on the company and it can kind of give light to the way that it should be done. And it'll also show people why I'm so fascinated and why I'm such a big background proponent of Peri.
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No, I appreciate it. And I think, you know, the space, the food supplement space is a pretty crazy space, right? So we know that. And I think the position and that we've been trying to take from, from day one is really doing the common supplements uncommonly well. So you think about the omega threes, for those of you who don't know the brand, like the protein powder, the magnesium, the D vitamin, the creatine, the stuff that you see in most people's, you know, biohacking toolbox, like the. The main essential that we've seen backed by science over a long time. Those are the ones we're focusing on. And you can say, okay, that's a lot of supplement brands out there. What makes you special? I think that's been trying to pioneer, like, a data set behind every single product on purity and active ingredients so that the consumers would never be in doubt if, when they're consuming a fish oil, is there any heavy metals from the sea? If they're consuming a protein powder, could there be any heavy metals or anything like that? That is always documented for, like, a different layer of transparency in what we're trying to do with this transparency project and transparency promise that we've created with the Clean Label project in the U.S. excellent.
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And we're going to get into all of that. I want to really quickly go back in time to when I met you and. And how crazy it is to where we've come today. So I've told the story of when I made the transition from kind of like my bodybuilding and everything that I have been doing and that supplement kind of world and training the, you know, Mr. Olympias and the bodybuilders to biohacking. And the very first convention I went to was Eudaimonia last year in November. And the very first company that I encountered was Peri. And it's so wild now that we're still sitting here, we're working together, and I'm interviewing you, and literally you were the first company that I met at any convention that I had went to. And I was, you know, taken aback immediately by how well your people were there, because I met some of your employees first, and they said, you have to talk to our owner, you know, and I waited for the text message to come from him and came specifically to meet with you. And it was very clear to me right then, like, wow, this is the kind of guy that I've been looking for that I want to be around. And, you know, I'VE been jaded. I've been in the supplement industry since 2011, and that's when I started.
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Far back. Both of us in this industry, huh?
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Oh, yeah. And Europe even further back. And, you know, I unfortunately. But also good, because it taught me a lot. Saw a lot of the bad and the ugly. Now I saw some of the good and I was a part of that. But, you know, I fell for some traps and had to learn the hard way on promoting and being a part of companies and businesses. And that's why I stopped doing it for so long. And you're the first company that I've put my name with or associated with in, I think, six, seven years in terms of this line of brand of supplements. So just, I'm very thankful to be here with you and to have met you, and I want to put that out there in terms of, like, our relationship first before we get into the interview.
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No, but I do appreciate that. And I think it was also we had. We had a good talk. And I always love when you, like, when you're telling, you know, why we started the company and how we're doing things, and the people on the other side just kind of lights up, you know, and talked about you kind of questioning and asking all the, are you doing this? And all that. And that makes us, you know, excited about what we've been doing. Because, you know, the reason why the brand started back then was, was you were getting recommendations like, this is 2008. And we were getting. I was like a gym owner myself and, you know, totally into the health and wellness space. And, you know, everywhere I was looking on, you know, food science or supplementation, so on, you know, there's a lot of look, looking at the time at omega 3, omega 6 fatty acid imbalances. And when we're looking at that, you know, how do we address that? You know, can we add Omega 3 to our. To the diet not just by eating more fish, but also can we make that simpler with supplementation? You know, fish oil popped up. And then when that popped up, you know, the conversation we got into with the nerds at the time that were really into it, and the scientists, they were like, just make sure that when you're consuming a fish oil at, you know, a daily dose or on a regular basis, make sure it's clean and pure. We were like, right, that makes sense. That got to be a data point. Like, that got to be like, purity must be able to be measured by the absence of what you do not want in fish oil. Heavy Metals, dioxins, toxins, whatever it is that you might find. And, and, and the other part is like that it actually have an active ingredient like the omega 3 fatty acids that you're looking for when you're consuming fish oil. And then fresh, you know, that's another measurement. How do you measure that? And when we went around and asked, you know, the brands at the time in stores, you know, going around Copenhagen, but also looking online and so on, it was pretty impossible to find that data set. So he felt that's so interesting in the health and wellness industry. And I think we, we all know that in that industry that there's never one route to the perfect outcome. We are super individual when it comes to, you know, choice of diet, choice of, you know, training protocols and so so on. But when we come to environmental toxins, we're kind of all in the same boat. We all want less heavy metals in our diets. We do not want more heavy. Nobody's saying you need more heavy metals from your fish or you need anything like that. So when people were in consensus on, you know, there's an issue with consuming too much fish, but then when you're buying a supplementation, you have no idea if that fish oil, which is a concentrated product of fish, is that actually harming you or is it doing you the good that it's supposed to? So we felt there must be a reason for brand that want to share, you know, a lab report, not by ourselves, but by a third party who will share that, like, up front and center when there's any risk of contamination. When you look at, like concentrated natural supplements and raw ingredients. So that's how we got going. And when we tell that story and I meet someone like you and I show you, like, hey, look at the QR code we have on the back. Like a little kid. You can scan it and people get equally excited about, wow, can I actually see this documentation? Is this just something you do? You know, like on an occasion, like two, two times a year or whatever? Like certifications? Normally? No. Every single batch of every single product we do has that data set before it's released to the public. That is not mandatory by any laws or anything. Is only mandatory in the puri or now the clean label promise, right, Transparency promise that they've created, which unfortunately we're still the only brand of all the supplement brands that had pledged to like that full transparency, but that's a different story. We can go down that a little further. So, you know, obviously that's, it's always it makes always a good, passionate conversation when people are equally into the details.
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B
Absolutely. Well, I'm going to get into specific products, contaminants, things that people have no clue about, they're not aware about. We're going to get into all of that on this episode, but I want to start with a little bit about you, your background and kind of what brought you into the industry that you're in now with supplements. Because, you know, we all have some sort of reason, something that happens, something that draws us to the career path that we pick. But it's always inspiring and insightful to really get into the mind of a founder as to what it was, you know, and people love to hear that because it, it gives them ambition and drive to look within themselves too. And so I always like to get that out of my guests to find out, wow, what, what was the, the light that went off for you that said, let's do this?
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I think it was like, as we were consumers, right? So at the same year, like super into health and fitness. My co founder and I back then, we were, you know, nerdy consumers. We were like, love investigating. We didn't have chat, gbt, all the other tools available today. So was a little bit different, but we were like really consumers. And when we were presented with an issue that this in addition initiated out of the omega 3, omega 6 imbalances and diets and kind of how do we combat that with like food choices and also removing omega 6 from your diet, not just adding other stuff, but when we saw how big that gap was and how few people were actually aware of it, ourself included, that it will have a significant impact on a lot of different health markers. If we adjust, increase omega 3 long chain, omega 3 fatty acino diet, maybe decrease some of the omega 6s, that would have a very positive impact on inflammation markers and another a lot of other things. And when we saw that and when we then found out that, you know, there's actually no actual data, when everybody was pointing to the hey, make sure that when you buy a product and take it every day, it got to be exceeding and sure product and all clean and pure was at that time for us when we were investigating was marketing, you know, when we reached out to the brands, like saying, hey, how much, you know, what's the amount of traces of mercury that you have in this special? Because mercury could be one of the things you're looking for. And you're like, it's fine, it's legal. You know, we're living up to all the standards, you know, but we're like, hey, but there must be a data point behind this. How come so many people are saying to us that be aware of fish that can be contaminated. Again, there's a data point and nobody have a data point to support. We felt at that exact moment, like when we were talking, like we thought that must be a brand out here because it must be others like us that feel that's a little weird. You know, you're getting this recommendation for something that you might end up consuming. You know, I joke about this myself. I would be so polluted if I had been taking a polluted fish oil for the last 20 years, because I've been consuming fish oils now probably for 20 years. And something like that that you're actually adding on as a staple to your diet. If that had, you know, a side effect, that would be absolutely, you know, stupid to certainly. Right. So, and so we felt that there must be that point. And we were like, we honestly didn't know too much about, like, the industry. We, we had, like, business and training backgrounds, but we were passionate about health and wellness for sure. And so we were like, how do we investigate this space? How do we figure out how to make a fish oil so we can actually have that data? And that went, you know, walking backwards in the supply chain, you know, figuring out who, what's the best fish to use, like, where's the highest concentration of omega and the purest fish swimming. So, you know, kind of mapping that out, just walking backwards and keep kind of asking questions. And in the end, we kind of had an idea, okay, we can do this. We, we believe in it. We, we can sell an apartment and, and get a, A, a factory to kind of like where we're living, like, sell the apartment we're living in. Try to see if we could find that, you know, facility, manufacturing facility that would actually produce our official. And we jumped into it so obviously younger before, like kids and families and so on, but, but again, it can be done at any time with like, that. Right. Belief in what you're trying to do is. It's going to make an impact.
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Excellent, man. So what you've done is pretty extraordinary. And it's not something you can really find anywhere. And that was why I was so taken aback by the conversation that I had with you. And upon seeing everything. And I, I'm. I always go into sessions with companies like yours with, like, it's almost like getting grilled by a prosecutor, you know, because of everything that I've went through. And not only the ease in which you answered, but never getting upset, never taking anything the wrong way, having an answer for basically everything and anything and just the delivery. And overall it said to me so much about, wow, this guy, not only does he really, really care, but he believes in everything that he's doing and his motive is actually correct there. I can't stand it when everybody acts like a business is not supposed to make money. That is the most ridiculous thing I've ever hear. I despise that ideology and thinking because everybody works for somebody, everybody has to get paid. However, everybody can win and everybody can benefit off of each other. And that's to me the kind of people that I want to be around. And you struck me immediately as that kind of person.
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I appreciate that. And, and to all the, the people out there, this is never a straight road, right? Like, so for us it was not like, oh, this is gonna work so phenomenally and we're just gonna go out. We, we, they, and we later found out that they call it the pretty baby theory. So the pretty baby business theory is like we then end up creating this product. So the first product was the Omega 3. So a high concentration, like it's big potent dose of omega 3 fatty acids. EPA, DHA, 2000 milligrams, which is a pretty big potent dose. Super fresh low oxidation markers measured in, in, in total oxidation, which is the, the way you can actually measure if this fish oil is super fresh. And you know, at a, we set a decent price point, but at a, at a, at a, at a price point where most people could afford it despite us actually having a really hard time making a profit on. And, and I think, yeah, coming back to that, we were like going into this pretty baby theory with the product in hand and we believe, okay, we can show that this product is just, it's better. It has the data points, that's everything. We're just going to go to the local, like the pharmacies in the stores and wherever they're selling this and we're going to show and they're going to be equally excited with us. You know, like the new parent that's just showing off the pretty baby picture of their own baby and they're so excited about this amazingly beautiful product or a person that they've created. And I think what we found out further on was like, that took so like the storage actually for the consumers to understand, first of all, they had to understand there was a difference in quality of fish oil. Most people say fish oil is Peshawar. What can the difference be in that? Like, that must be the same. So we had to educate and it was a long and winding road and you know, there's ups and downs in that road. But it kind of, it feels like now on the purity side of things at least people are starting to get more educated. And when you then have that data background for that many years where you just built, we build on it. It's been painful at times. It's been like. But we constantly kept the focus and the belief at the core of the brand that you know this type of data when you're consuming something, whether it's like the fish oil, then later on the protein or the collagen or whatever it is that you consume in a potent dose that might have impurities in it. You know, it is so important for us while we are on this health journey for you, for me, my mom, for the young one, for the athlete, you know, you do not want that like potential harmful side effect as like coming maybe tying this into the cleanable projects recent protein powder study. You know, I assuming a lot of people on this podcast, listen, they are using protein powder. When Clean Label project tested America's best selling protein powders this year, you know, they were, they were testing, I think was 83% of what's accessible for Americans. That is a really broad like study. It's not just a few brands. I think it was 107 different protein powders, 47% of them. Like almost half of the brands exceeded Proposition 65 in California set for safety levels for heavy metals, 47%. So it's like flipping a coin basically on your supposedly healthy protein shake actually exceeds Proposition 65 on heavy metals. And it was like, I think lead was the number one that they found in it. So a super serious, you know, heavy metal that really is, it's harmful for our health. And again, people are consuming this to be healthy. Like it's to, to support the health journey. So I like to me that's just such a reason for us to exist and for more brands to follow in that because we unfortunately have a polluted food chain and we're consuming it on a daily basis. Like with the oxygen we're consuming or the water we're consuming, our food chain, the supplements. You know, we got to start by finding the transparency, understanding where is the actual risk. Because another side of this is we do not need to create risk where there's no risk. So there's some products that are not very polluted and other products might be more polluted let's make sure that the ones we call them high risk of contamination in our end, those are the ones where we consume on a daily basis. That's where you pay attention to. And that's what I would want to give you. Give my mom, give my sister, you know, whatever it is around you, anybody, basically, that type of quality in their products. And, and yeah, so that's, that's really what we're out to do.
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B
So let's go down the line here and just start with Clean Label Project. Let's get a good understanding of what that actually is. Because you've said it, I brought it up before, I've seen it on your labels. But it, it's, it's nice to have a full conceptual breakdown so people know exactly what that is, why, why it's so important and what the consumer is actually getting from that. And I also want to talk about how much effort that takes on your end to actually do and be a part of, because that'll really open up the eyes of why really barely anybody has any association with them. So let's, let's get into that and let's talk about the hopes of everybody one day doing that.
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Yeah, for sure. And I think let's start by. Because I really appreciate, like the consumer organizations like the Cleanable Project, the ewg, the different consumer organizations out there, who's trying to put a, first of all, transparency on certain, let's say, risk groups. And then looking into the American and the European consumers or global consumers, people, basically, because a lot of people are actually looking at these certifications now. So Clean Label Project is one instant where they have focused a lot on the heavy metals, the pesticide glyphosate, you know, a lot of the common BBAs, environmental toxins that are found in our food and kids products, fitness products and so on in supplements. Cleanable Project is certifying brands so they can certify you so you can be a Clean Label product Certified brand. Like you could be organic certified in a food or even a supplement ingredient and so on. So the Clean Label Project certifies the brand. Then that looks to all the different specifications that you need to undergo as a brand. There's a lot of rules underneath that. And then they will, they will periodically test your products, throw them through a chemistry lab to make sure that, like what you're saying, you know, in terms of purity, because that's really what that PAL is focusing on is actually there.
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Right.
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So the Clean Level Project has, you know, they have a purity award that's kind of when they have data sets of a. They have a basic certification, which is great. And I highly encourage any brands, you know, go that route. It's also a good route for consumers to find you because people are actually concerned about this so they can go. And I remember this when I was like walking the food aisles in us buying baby food to my, my, my children are looking at it. I was looking at Enable project certified brands because I know that they do, they do something to really foster that like quality and, and minimize the hair metals. So, so the certification is one side, the second part of the certification. And that's one what we've actually had to pioneer together with the Clean Naval project because unfortunately not everybody is doing this. And we think this has to be the future of food and food supplements and risk of contamination. And that is the transparency promise that they've created. And we're the only supplement brand that have taken the transparency promise. On the Clean Label Project side that means is every single batch of every single product, in our end, there's a QR code on the back of every label. But even without the QR code, you could look up the batch number of that product you have on the clean labels website and they would have done a, I would say from 3 to 1012 page lab report testing for pesticides, testing for residual solvents, testing for heavy metals, testing for a lot of the different things that you do not want to find in your collagen or your protein or your fish oil. And with that dataset, it's that actual batch that you're looking at. So you can really scan a QR code with your phone as easily as flipping it around, looking up that batch number and seeing that. And I think when we have a category in a category like protein powder, so that macro study they did on protein powder, when 83% of America has to, you know, like a big portion of like 47% of that category is polluted. You know, we don't even like it's not enough for Clean Naval even to just do, you know, regular bad. They gotta test every single batch in my opinion. And we have seen this come to baby food now in California. So baby food is now at the point. So when cleanable project started, they were really looking at where's the biggest risk. Who's the most. Yeah, consumers in risk of contamination. Babies are even more than adults because it's Taylor, you know, so baby food should get even more attention. And now baby food has like, there's new rules both in California and Maryland, that you need to document this with data by a third party. You actually have a metal, your heavy metal levels in your product. So, so you can always find that as a consumer. And my firm belief from when we started back then, you know, this was people who said, yeah, maybe that's important, maybe that's not. But from where we are moving today, I think we are five to 10 years out and we will have, we'll see that same kind of, you know, mandatory standard because I think consumers will demand it when they find out and when they get educated on this. That we need, when there's a such a high risk of contamination in a product, we need that to be regulated if we can. Like that would be the goal. So I have a little bit on the Clean Label project and kind of the certifications and again, highly encourage all the brands to look into that transparency promise. You can also see that it means a lot from like our customers are coming back when they're, they're sending us, hey, we, we looked up this lab report. We're getting a lot of like, really nerdy, like cool feedback. Also there's times and then where people ask, hey, why are you not testing for this at the moment? We would love for you, I've looked through all the reports. You're testing all these different pesticides, but I would love for you to test for this. We take that in. Obviously we don't drive the certification, so that's enabled project. They decide what's actually the risk. But we pass that forward and say, hey, consumers are now asking us about, you know, let's say pfas. We were starting to see that as something consumers were asking for. And we start doing periodically testing for PFAS to see is there an issue in this category for PF and so on. So consumers is driving the conversations too, that's for sure.
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So question then, to be a part of the Clean Label project, just on the surface here, so that people get an idea of what it takes from you, how much time and effort goes into each bat and what's kind of the cost for you? Because there's got to be a lot of extra effort and a lot of extra costs. And a lot of these big companies, they like to take as many shortcuts as they can, you know, with their massive budgets, and really take out of account all of the things that need to go in. And all they really care about is their, their profit margin. So kind of get into that process and what the sacrifice is on your end to do it.
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I think to be honest and, and I think for most bigger corporations to get this basic clean label certification is not out of reach, right? Yeah. It require that you have a good product for sure. Like it require you have a good product. But the actual cost of the certification, the testing I think is fair. That's a fair point if you want to go that next layer. And I don't think more than like a few percent of the brands right now, maybe 10% of the best brands out there are considering it to the transparency promise. It has cost to it, that's for sure. Because every single individual bass that we make needs to go through a third pipeline, right. And that lab, you know, might actually be like that product. Let's say it's a. It's a pouch of approaching powder, right. So a pouch of protein powder that might be tested for you know, approaching content in one lab but it might be tested for heavy metals in a different lab and it might be test for pesticides and other place. So you actually have to do multiple, you know, like clean. They will probably have to do all these labs that they are working with on their umbrella. They have to pay for all those lab testing of course that fall back on the brand. Then we. So we pay for all that lab work and we pay for a lot of lab testing. Like it's almost like we should have our own lab. But that doesn't make sense because it has to be third party, right. So it has to be externally validate. But you know, we're testing and testing and testing. So that's a cost for sure. And then on the other end, which I think especially if you're a little into supply chains on for us to be able to. We won't release the product to you or the consumer online before that lab report is uploaded and tested. That means product A here is done at manufacturing. We're done with it is a great product. We have to ship a bag like a random back from the production line that has to go to one of the labs that are testing it. These labs then has to take their turnover time while that product is standing on our shelf and we can't sell it. So we. You have to actually. And I think when you're looking at bigger companies, they would be very worried about that because that's tying up inventory and cash. Right. Which becomes expensive. But I think that's a layer of we're doing everything we can now and to make it as quick as possible like you know, when, when that's needed. But again that's the layer that it requires for us to ensure that the end consumer will always has a third party validated product that has data points on it. And we feel when we do that, we have done everything we could to protect consumers from, you know, contamination on something that they're consuming on a daily basis.
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B
And see, I wanted to bring that up because you said third party testing multiple times so people understand you have to send these out. You don't have your own testing lab. You can't do it yourself. There's no. Is this selected by Clean Label Project? They give you options on where to send it. Okay.
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A
Yeah.
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B
So you just have to go with one of their like standard, we'll call it gold standard.
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A
You know, they have to be accredited in their systems basically. So they have like. Because there's calibrations of machine. There's a lot of different things that goes into that. But there's a, there's a decent amount of labs around the world now. And I think lab industry is definitely something that's growing as we kind of paying more attention to these things. So it's, it's something that they will kind of spread around.
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B
So. And that's where I was going to go next before we get into the product line. So your headquarters is in Denmark. Correct. So what are the challenges that you have? Because you're very well known in the United States market. I mean, and I'm, I, I don't know the European market nearly as well, but I'm. My assumption is you're probably doing pretty damn well over there as well. So talk about some of the challenges because you, you travel to the US you go to events, you go, you know, right out there and, and get your products out at all these big conventions and everything. I know you don't do it all, you know, every month, but you do have to travel a lot and make that effort. So is it difficult for you to have distribution in the US to travel all that time to get all the certifications back and forth to production? Is that because that's a. I don't think people understand how much goes into this and what it takes.
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A
No, and we actually, there's a lot of things going, so we actually decided we're making, we are, we call ourselves the raw material nerds. Right. So we're really good at like finding, hey, this is the best way we've seen, you know, the data specs are amazing. You know, cows are in a nice place. You know, everything is like going into, let's say it's a way protein. But we try everything we do to actually blend the products locally. So it's like blended in US and blended in Denmark or a European country so that like whatever co manufacture we kind of, we source the ingredients and make the formulations. But like we actually try to do that in US and in Europe that means we also have to split testing on those batches out again that's more batch testing but so on to get it out. But then in US we, we distribute like through online websites. You know our own Puritan website is, is by far the biggest and then Amazon but we focus on that. We rather want to have like the direct relationship with our customers as well as we're building in Europe slightly different. So we, we've been in Europe for a longer time. That's where the brand founded obviously. But we, so we sell a little bit differently. We sell through also some of like the big retail chains where we can actually have like a nice positioning and we're seeing that starting to do better and better and well. So it's, it's not like we have like, like that exact fixed business model. It actually varies a little bit from Europe to US but and yeah I think we love going to, to come back to your shows and part. Like we love traveling and getting out there and we do have a team in us too. So we have people working from us. We have like yeah, I, I, I took several years actually living in U S as well to kind of build up like the, the brand and start to get some connections and talk about what we're doing, you know, getting it out there as much as possible. And then we see ourselves as a, as a, as a kind of European and US Brand at the same time.
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B
So it's right.
- [32:34]
A
We definitely have Danish roots and we want to keep that but I think we equally an American company almost in, in ways that we think and that's interesting. A little fun story here to, to connect it into. Again there's a lot of like similarity in mindset of like in some of the Danish thought processes like to a lot of like let's say Californian design and Danish design or whatever it is in America where you have like minimalist and good like focus on quality, simple ingredients and so on. I think you see a lot of similarities in that and a lot of passion across both US and Europe for that. So a lot of similarities. And I just also want to tie one more thing to the name on that because Puri it's, it sounds almost like an old Scandinavian name and it's like, it's hard to pronounce for people and so on, but it's just a contraction of pure origin. So every kind of raw ingredient that we are working with, it has to come from a pure origin. And at the end of the day, if we find the purest, let's say, whey protein in America, we would do everything we could to use that. Also in Denmark, if that's actually the purest. Right. And, and that's how we kind of are looking at it. We want to do everything we can to just find that, you know, purest origin, least amount of environmental toxins, highest quality ingredients we can, and that's what we're going to put into the products.
- [33:54]
B
Awesome, man. I appreciate the breakdown. I want to talk about something you and I talked about because we were both were discussing our love for cacao and the flavoring and, and that. And you brought to my attention how bad that it was in terms of, you know, it not testing very well when you go in and things that you had to overcome and how big of a bummer it is. So can you talk about just how difficult it is to get like a good quality chocolate protein and what exactly that it takes? Because I don't think anybody would have any sort of clue. You completely caught me off guard and I was like, whoa, really? You know, and you started throwing out numbers and data points to me and I was sitting there just bike, oh, man, this sucks. You know, but then you, you know, I got hope with your product, but talk about that a little bit.
- [34:45]
A
And, and I'm like, you know, I, I'm only. I have a, a team behind us that has all the hard work and, and hassle with this. Right. Because that, like, they've been struggling and fighting because just when you're sourcing. So cacao. Cacao is a. First of all, I think cacao as an ingredient is a great ingredient. Like, it's a full of, like, different good things for your body as well. So it's not just like cacao tend to also absorb more, you know, heavy metals from the ground, but it is a really nice ingredient. So I would love to flavor things with cacao and cacao beans. So what we saw was when we were using cacao, that even though we were using, like the highest quality organic cacao beans from different areas around the world, we had a really hard time seeing consistency in low amounts of cadmium and lead, which are kind of the key environmental toxins you see in cacao. And it was at a point, I think, Our team here went through, I'm guessing around 10 different cacao farms where we get to batch, like we buy a sample of their raw ingredients, which is just raw, like high quality cacao. And then we sent that to our lab that we work like any of the labs that we're working with and we get the data points on and we were like, God damn it, this doesn't hit the quality specs we want either. And got that one neither and this one either. So. So we actually, at the end of the day we wanted to use more cacao and the serving of protein powder that we had. So we went to creating two things. One thing is in our end, which is not as interesting or, or sexy, but the other thing was in the consumer facing it. First of all, we had to actually decrease the amount total cacao we were putting into it. So which is a sad thing when you like the kind of added benefits of cacao as an ingredient. Anyway, the second part of it was now every time before we blend, so normally when you blend these material you like, when you find your ingredients, you find the farm, the, the salsa, you can kind of blend it on it. And again, because it would probably not be contaminated on a second batch or third batch, but when we took a car, what we saw was even coming from like in the same areas we saw. Suddenly we had to test the raw beans before we started blending it because otherwise you would have contaminated our way as well. So you're kind of heading to split ingredients out on a risk basis. And that's where we see there are certain ingredients that obviously are higher in our risk skill and it's much harder to solve. And I know, I think it's really bummer because, you know, I would love to get this to dark chocolate as well. And I think I say that every single time I get the opportunity because I love dark chocolate. Like, I love having a good pieces of like 85% quality dark chocolate night like with a cup of green tea or anything. I really appreciate that from its magnesium content from like all, you know, it's just, it tastes good and, and I'm as, I'm as equally not sophisticated right now. When I'm buying cow chocolate bars, I'm like, I just have to buy on variation. I'm buying different brands to not just buy from one brand die every single time. Because I have no data on how much, you know, heavy metals is actually in these different chocolate bars or like pure chocolate bars. Even if it says USDA organic or you know, European organic Certificate, you have no idea. Because organic doesn't mean testing for heavy metals, right? Unfortunately, in clean naval project study, they actually saw the organic products had a high amount of heavy metals. Personally, again, I would always pick an organic product over a conventional product if I could, and I would pick a local from someone I knew over an organic product if I could. So if I knew the farm over here, you know, but they didn't have a certification, and I know what they've been doing for a long time, I would pick that. But at the end of the day, what I would really want to pick above is the one that had a transparency code that I could scan so I could see a test. Because then, honestly, I wouldn't be too worried about if it was organic or. Or not. I would look into the background of the brand and the farmers and the people behind it. Like, that's super important of how they treat the world and the plant. But. But if I. If we had that data point, you know, maybe there's origins around the world that has much pure chocolate that I would maybe not pick because it sounded like a bad origin or, you know, because I was not basing my choices on data, but basing my choices on, you know, opinions or maybe things I've heard or, you know, anything. Rumors or whatever it could be. Right. So I think, again, when we have these products and there's a few more products that I would love to get somebody in that industry to kind of look into, like rice, chocolate, you know, sweet potatoes, you know, a few of these things where we know there's potentially higher risk of contamination. Let's see if there's not some brands out there that want to kind of create that same QR code, transparency, so that you and I, we can feel comfortable about consuming something.
- [39:34]
B
Yes. So I want to get into your product line here. The first two things that I got from you. And most of the time, a lot of supplement companies or companies that provide this sort of service, the first thing everybody looks to generally, and, and, okay, I'll. I'll be fair with that. Over time, it's changed a little bit. But let's be honest, most people look at the protein powders first. That's kind of what draws people in. And then it's everything. El and I worked with a lot of companies that don't make any margin on their protein powder or very little to get people there to get their other products. And so that's, you know, a hit that you may take. But the protein powders are what people probably consume the most of and look towards the most. Now with yours, one of the things that I absolutely love because I'm a big studier. I've been a nutritionist for 15 years, but I've been studying nutrition since I was 11 years old. I've talked about this. So the nutrition side of thing to me, and I preach this, when you break down results and you've got diet training, supplements, the diet is 70 to 75% of all of what you're going to get, if not more. And it's the most difficult for anybody to really stay consistent with or overcome struggles. And why I bring this up is with your protein. Not only is it grass fed, because I've seen the term grass fed a lot and we'll get into that, but yours is also pasture raised. And I want to ask one, how difficult is it to get it to be pasture raised instead of just grass fed? What's the difference? And you know, for me, everything I have is pasture raised in my diet. Everything, my eggs, my chicken, my beef. I mean, I get the most expensive. But what I'm putting in my body, I sacrifice other things in my life that aren't important to spend money on. And I get the best. Talk about what separates your protein powder, what's pasture raised over grass fed and what's the difference with yours as opposed to others?
- [41:41]
A
I can give you a little bit of it and maybe there's some of the nuances that our science team would know even better when it comes to the difference also between Europe and us. So I'll, I'll try my best. But again, in general, like, obviously when you see something that's past your race as well, it is something that also has, you know, you know, enough sunlight, it gets outside, it moves around differently and so on. And again, that might be. I don't think pasture race necessarily is like a particularly. You can say there's like certain rules. Exactly. That you need to mandatory live by. And I'm, I'm sure that a lot of people that are, you know, let's call it massaging those words a lot to fit their, you know, packaging and label claims. What they want to hit, whether it's come from grass fed and where, like they're looking at consumer trends more than what's actually behind the scenes of the product. And if we want to look at what's behind the scenes, what we're looking to is obviously, you know, high quality protein content with right amino acids, like no pesticide glyphosate or anything in there. Doesn't have to be organic in our end doesn't have to have an organic certification because we know if we can get information on the farm where it's living and the, the, the cows are grassing outside and so on, we know kind of the area of the world we can get the third party validation from a lab report that shows there's absolutely no pesticides or antibiotics or anything that you might see in this product. Then at the end of the day we see that is even more important. Sometimes we are using organic farmers. Right. But at the end of the day that is more important for us. Like when we source that end product that, that batch result that you can scan again to come back to that one more time, you know, it will actually show you if it was antibiotics in it. It will show you if it was really it was truly pesticide free because they would be testing for it. And I think you know, that's like for us the idea is to get like the closer to you get, let's call it people also throwing out the term regenerating farming I love now. Like right. But how can we get close to you know, the healthiest animal, the healthiest outdoor, the healthiest product quality? Like that's, that's at the end of the day you can see that almost you can see that in the data too. But you know that's really what we're, we're aiming for. So it's not like in our team we say it has to be this but again has to live up to that spec we have on the background with the data and, and our dream is to get actually further down that. But now I'm like, I'm giving my team gray hair but the dream is really to get further down and literally know the cows. Right. Like if we can kind of go that far. But unfortunately that's how that supply chain is not set up and we're not big enough yet to be able to demand that. So I look forward to we can get to that and I think a few of the team members do too here. So to really get something that is living outside and us just being fed grass inside. Right. Like, right. And think there's also something about percentage that varies a little bit from country to country of how much, you know, non grass food you can give it and still call it grass fed, which you'd probably be surprised that that I, I, I'm assuming without knowing for sure that that percentage is quite high before you can actually have to label it grass.
- [44:49]
B
So, so one of the things that I love about this particular protein is the ingredient makeup. Now oftentimes you get a thing of protein. You don't. A lot of people just say, oh, it's 1999 at Walmart, I'm gonna buy it. And they think all proteins, all protein. And that is literally one of the furthest things from the truth. And I've been educating people on this since the beginning of time that I knew about protein powders, that I understood them. Yours five ingredients, which is extremely, extremely rare to ever see anywhere. I've actually, I've never seen that at all. And so it's very. A simple breakdown. I, I kind of want to go over each ingredient because it's not going to take that long because you don't have 5,000 to go over. But I want to know the premise for them. So we got whey protein concentrate. And you know, it's funny because over the years it was always thought that isolate was the best. And I, I feel like it was more gimmicky than anything now that we have a better understanding of, of the difference between concentrate and isolate. So we'll get into that. But then you have no sucralose, no, none of this other, you know, garbage that you see in xanthan gums, these fillers. You've got organic coconut sugar, you've got vanilla seeds or cocoa powder and natural flavors. Now I, I want to expound on a couple things here. The organic coconut sugar and the natural flavors, talk about those. And then also what we, what we were talking about in terms of the concentrate versus the isolate. Because I will argue, yeah, I will argue one thing. I understand that there are some people that can't do way because of the lactose. There's always going to be people like that. But I will argue that some of those people that have bad experience, it's not that they're lactose, it's all of the other that's actually in the powder.
- [46:39]
A
We totally agree. And we've seen that with so many of customers as well coming to us and say where we said you can. Like I never been able to do dairy protein powder filled. My stomach gets upset and be like, okay, if you can do, if you're not totally like lactose intolerant, like if you, if you actually don't believe that you're that far, try it out. Like just try it out. And if you feel like it will refund you whatever it is.
- [47:01]
B
Well, of course.
- [47:02]
A
And we see so many people coming back and saying, you know, I don't feel anything. This Feels great. And I agree with you on that side. When we come back to, like, the different ingredient. So the whey protein concentrate, you know, many people say it has to be isolated, has higher protein content per grams and so on. No, but for us, like, the concentrate is much closer to the real food source. Like, yes, more of the peptides. You know, a lot of the different things that we see in there. You know, just a more balanced protein, basically, as so. So that's one side of it, and it's less processed than the isolate. So once we can keep it close. The second part is organic coconut sugar. And we use that because, first off, and people, oh, you shouldn't put sugar in. Like it's a protein supplement. And. And it. It still is a protein supplement because if you're looking at a daily serving and it gives you 21 grams of protein, it gives you 5 gram of carbs, and three of them comes from sugar, which is less than a bite of a banana. So just trying to put it in perspective, you know, it's so little. It's like, you know, probably half a date, the US Size date, the amount of sugar that they eat. But that organic coconut sugar has a lower, you know, glymic spike than in others. But again, when it's so little, it gives such a powerful flavor to the vanilla. And when you use real vanilla, that actually end up being a really nice, almost creme brulee, actually flavor to that vanilla because it really rounds it off and like the burntness in the coconut. And now we go into tasting, which is obviously in like, more like individual in terms of preference. But I think just the. The thought process of these things coming together and how it works is just amazing when. When we then look at the natural flavor that we. We use. You know, natural flavor is very different in Europe and especially demo coming from us. So natural flavor in the US Is like an umbrella term that can cover a lot of bad stuff in there. In ours, it's basically just, you know, in. In Europe, it has to come from a natural origin. So it's like natural concentrated ingredient. So, so. So that's the other side of that. What's the natural flavor? The vanilla powder and the vanilla seeds that. That we have in, you know, the vanilla powder, we do actually use like a gum Arabic, as you know, but that is actually to spread out the vanilla seeds in the back so they don't live in the bottom. That's one size. The other side, gum arabic is actually something that's good for your gut so you can Even buy gum arabic supplements. It's a plant that has the ability. So you're not using any artificial way of mixing the powder so you don't have everything coming to the bottom. But you're actually using something that's natural, like a natural growing plant which is fairly good. Like it's a prebiotic basically. So it's pretty similar. It's a fiber and you're using small dose of that to, to kind of to round it up. So that means that you get like that feeling of vanilla, real vanilla seeds, which is real vanilla seeds in there when you make every scoop of it. So it comes, it's, it's just a taste experience at the same time. And I, I, I like that it's sweetened that way over like the heavy monk fruit or stevia. It makes a difference. You can use stevia. I think it's great as a sweetener as well. That has to be in super small amount to run.
- [50:08]
B
Yeah, I agree.
- [50:09]
A
Like it's a palatable thing. It's, it shouldn't be the lean driver of getting like sweetness to your, to your palate. So that comes actually from, from the concentrate and from the coconut sugar and then the other stuff is used to round it off and in again. Back to. Some people would say, you know, avoid anything with natural flavor on. You know, it might have all these different things in it. You know, residual solvents or you know, anything like that. Yeah, that's again why first of all we don't use that in Europe in them. So that's one side. But the second part, that's why the transparent part, you can scan and see the actual amount of procedural solvents in your protein powder. So if there was anything coming from that or coming from the blending facility anywhere else that could be cross contaminated in you know, the manufacturing of your, of your product. You know, that's, that's why again that layer of, of safety data is, is there as the end. So I think that's the, that covers like the key ingredients in the, yeah. In the product and you know, it tastes good. I think most people will actually agree no taste is individual. I think it has like real vanilla taste to it.
- [51:15]
B
I'm, I'm going to be making a video. I tested this actually and I was going to tell you about this. I tested it Friday. So I, every four days about, I take a big thing of Greek yogurt and I have a like glass bowl I mix it in and then what I do is I put a couple packets of sweet leaf Stevie in There and protein powder. And so I tested it with the, the Bourbon Vanilla way and it is so good. And so I'm gonna do a video and show people what I do. And then I just put a little bit of fruit in there and I have a serving and a half every day. And you get, and if you do the math, if you put you know like three scoops of protein in there, you've already got 17 grams from the yogurt and then you're getting another 12 to 13 based upon the breakdown on the division of the map and how many scoops you put in. Dude, you're getting like 30 grams of protein that quick, quick. And people that always. But people that complain about it's hard. It's not if you get tricky and, and you, you know, overcome those things. And I'm going to start teaching people how to do it. And when it tastes as good as the, the way that you have it makes it like something I look forward to every morning because I'm not a big breakfast guy. But you want protein in the morning. One of the key things with diet is get a good amount of protein early in the morning. I'm not saying eat a heavy breakfast. I'm not a big proponent of that myself, but that's one of my keys and my secret weapons. And that's how I do it is with the protein powder and the yogurt right in the morning. And it's light, it doesn't, it's not heavy on your stomach, you know.
- [52:47]
A
No, it's, yeah, but we love that as well at home. And I'm like, we, we're seeing more people doing it like adding some blueberries on top or whatever you want, like, you know, make it your own little thing. But I think just a scoop in, you know, I've, I've, I'm, I've, I've told my, my, my mother like my mother in law is now doing it and so on and they were like, I can actually make like a nice little like snack on the go with 30 grams of protein and it's so easy and it's like yes, it doesn't have to be that hard. So that's the beauty of a protein powder because I'm a total big believer in real food, like as much as you can. But you know, me too inside of, of that, it's just, you know, it's incredible and it tastes good. So, you know, yeah, I, I, I look forward to, to watching that, that video. Maybe I'll get some inspiration and upgrading my Own so I look forward to. I use it e. As like a, as a. We have small kids so we eat fairly early. But again, trying to hit my own protein goals. I, I tend to want something maybe around not too late, not too late being too early, too close to bedtime, but maybe like three or two hours, three hours ahead of bedtime. Anyway, that's my go to when I'm like also in the mood of something sweet like you know, Greek yogurt, protein powder in it, something on like it's, it's the best. And 30 grams of protein right there. Yeah.
- [54:05]
B
Well, I do it in my, my coffee too and I take my little frother and mix in the protein powder in my coffee in the morning. And you know, I've always been like an, an animal based kind of way protein person. But I switched back to whey once I started using this because I got so deterred from it because of, you know, I wasn't feeling great on it and I never, I felt so good since I switched over to this since you brought it into my, my presence. And I'm very thankful for it. Now I want to bring up something here. So one of the things that I talk about a lot that has really taken over, I'd say, I'd say the past two or three years more so prevalently amongst everybody, not just bodybuilders because we're like when I was in high school, every, you know, creatine was like the only thing we could take. Right. But it's been marketed or viewed as something for the bros and like the guys in the gym and everything. And I think especially the past two to three years, it's really taken over and people are understanding the multitude of benefits from people from their teens into their 80s. Everybody could be taken if there's. Aside from your essentials, your magnesium, which we'll get into. If there's one supplement that I would say everybody should be taking unless you have like a severe, severe, severe, maybe possible kidney problem, then I'd say okay, maybe not. Is creatine. Now creatine is like a dime a dozen anymore, right? I mean it, it's. Everybody's selling it. But yours stands out to me for two reasons. One, the obvious, which you've already discussed, Clean Label Project, right? But you also put 400 milligrams of taurine, which I've never really seen and I've been around the block quite a long time. So we've got Clean Label Project, we've got taurine in here and it's 60 servings in here, which is great because you actually put 5 grams into each serving, which I've seen quite a few people try to cut corners and get tricky and only put two or two and a half in there and get sneaky on people. Right. And I catch all of that. But aside from the obvious with the clean label because we don't know what the hell we're getting in a lot of these creatines that are five and ten dollars a jar. There's a reason for that. So we know that you've done the way over the extra mile on that. But why the taurine and. And what benefit is that going to have? Explain that to people too. And why it goes hand in hand so well with creatine.
- [56:31]
A
Yeah, I think so. There's. Since I'm out of it and l here I gotta like there's a little bit less I can say on taurine from a regulation perspective and understood. Interesting note because. And even on creatin like the Danish food food authorities and, and food supplement authorities are very strict when it comes to marketing. So there we're not allowed to market or talk about and especially not me as a brand owner about anything about like potentially giving and doing X, Y, Z for you. We can only kind of based on some facts and then what is approved EFSA claims, which is the European food safety claims anyway. So there's not enough yet on those two ingredients to talk a lot about this anyway. But I could say that what we've seen studies on and what I think is really interesting is like creatine is really two things that we're seeing. Like it's flowing towards it is brain health and it's, it's muscle health generally.
- [57:31]
B
Right.
- [57:32]
A
That's the two main things we're seeing in. And brain health is the newer, newer kid on the block. Like. But like as creatine is an energy source and it is really important for like muscles and brain, you. You're starting to see a lot of promising studies on everything from also disease studying from Parkinson's, Alzheimer, but also just generally cognitive, you know, clarity. Yeah, I, I've, I had recently a concussion and some of the concussion experts that I had Len was talking about was all recommending me a larger dose of creatine as part of my, you know, supplement regimen or improving my concussion. And there's been a lot of studies on concussions as well and creatine. So more and more is going on that. So I'll say that's the main like the creatine is just again, clean. You want a clean product. The clean label as we talked about based on data, when you're consuming five, some people are consuming even more because some of their brain claims or claims. That's probably too much for me to say yet here. But some of the brain studies that are showing different things on. On. On brain is as a might be an even higher dose. But I, I'll let the dose nerds and the podcast for that really talk about that in details. And the, the taurine on the other side is also closely related to those two functions of your body, which is interesting. So you know, the synergy of taurine reassigned to see more and more on brain health as well on taurine. And the same goes for, for like physical performance that's probably a little bit more on the endurance side and like the, the, like the strength that we are seeing and you know, explosiveness of the creatine side. But we felt that those two compounds go so well together because they kind of support those two part of the boiling system. And in like the longevity community, we're starting to see more and more focus on, on hitting some touring goals as well. So that's, that's kind of the main reason for, for adding, you know, like a compound in there as well. And again, so science team would be much more specific on like, you know, this is exactly why we made this dosage and you know, all of these details. But from an overall, like consumer perspective, I think, you know, that's why it makes a lot of sense synergistically.
- [59:44]
B
Okay, so I've got the website up here, even though I know the products by heart now, so you don't have an overabundance, but you have essentials in here that I would argue are very, very, very important. And I love the fact that you're providing these to people because having that clean label behind them and knowing exactly what you're getting. I want to touch on a couple here. Here you touched on the Omega 3s already. So I want to talk about magnesium and vitamin D3 now. I just recently did a podcast with Dr. Barb Weger on magnesium and we really got into how vital and important magnesium is. And it is, I don't think a lot of people do realize like how vital it is to your life. And so I think that by you picking that as one of the products here says a lot about your understanding and grasp and actual care. Because a lot of supplement companies, they, they, they really don't offer this at all. And then vitamin D3 as well. And I mentioned to you that I would love to see K2 involved at some point with that because I feel like they go hand in hand. But you're really covering some of the most important aspects of health here. Why, why pick these, you know, amongst you? Because you could, you could go to try to make more money and pick other bodybuilding options or things of that nature that I'm sure would make you a lot more money, but you didn't do that. Now why pick these?
- [61:12]
A
I think I'll come back to that in saying I'll just address the K2 because I, I definitely get what you're saying. We, we have like a multivitamin that we do have, has a decent dose of K2 in it. So you realize that was actually when we, when our science team formulated that, they were like, hey, people are taking a multi and they're taking a D. It makes sense. With this, I think there could be room for, for there's customers out there who's not consuming that multi, which then might need the K2 with it. So I'll, I'll circle back to that. But, but yeah, to come back to kind of what we see is the essential. It's really based on, like, for us is really based on macro data. And then the customers that we do have, that's how we develop products right now. So macro data, what does that really mean? So when we see, you know, compounds where there is a heavy base of evidence that they have impact, like magnesium, it's like, it's, you see that from so many different, you know, studies that, thousands of studies going on on magnesium in the body and, and what it does. So, so for us that means that's an essential, the second part of it, it's harder to get through diet. So if we did some more research on it, I'm sure that we would see a larger population being fairly deficient or at least not being optimal in the levels. Again, highly individual and, you know, you want to individualize as much as possible. But when we make the brands without that, like make the products without that knowledge of consumers, we look at macro data and we would say, let's say anonymous, is this very broad stroke view of it, right? So there's definitely independent that can be much more nuanced that I think the future holds for us anyway. But the broad stroke is, I would say, let's say 75 to 80% of the population would benefit from vitamin D, magnesium and omega 3 creatine properly in their diet, like straight out the bat without me knowing them or what they're doing because that's how either hard it is to get through diet, how like little they're getting through their lifestyle or you know, to, to really make an impact. So like the products are really based on that. That's how we start out. Then we do have a few products that, that go a little bit more specific. But that's when we say okay, when we have a product where there's let's say protein powder, where there is really a risk of contamination, our customers, every quarter we send out a survey pretty much to our customers and with thousands of people replying back and they say like hey, what we're asking them for their pain points too. So we get an idea of like what are they trying to, what are they looking at, what are they trying to buy? And when we see this opportunity we go in and say we can, we, can we use let's say our strategy and toolbox. Can we take that over let's say a protein powder and say okay, can we make it pure based on data? Is there a need for it? Like is there a purity impurity potential issue in that category? Right. Can we do the like this common product uncommonly well and do our customers really want this product? That's kind of like what we're looking at. So that's, you know, that's why we have a fairly narrow, heavy evidence based portfolio of like the core in. If you go around and listen to any kind of longevity health podcasters out there, you know, it's, it's gonna be hard to get around, you know, protein in your diet. Creatine, magnesium, vitamin D and Omega 3. I think those are, you know, by far the ones that I would call the most important baseline before you start to play. And I think there's room and there should be play. Like there's certain in, in interesting new ingredients and products like Timelines, Urolithin A, you know, there's a really interesting product there, but it's a different approach. It's more, it's, it's where like the brand behind is doing a lot of science on that actual ingredient themselves. That's not our brand. Like our brand is doing the common ingredients that we are consuming or not getting enough of in diet uncommonly well. So I think there's definitely room for some of these more nerdy longevity substances and optimizations out there. But again I would always get my baseline intact first and before supplements and I'll, I'll make sure I just tie a Loop on this. But before supplements is nutrition that we talked about. Yeah, has to move movement, you know, what type of movement are you, what are you doing? Sleep. And then I think supplements comes in handy. And I, I think there's some, yeah. Some real gains to be benefited from from, from adding these base essentials. And when you get further down, let's talk about the super but nerdy audience out there that's looking into it. It is personalized. Like it's based on your own blood work, your own urine, your own levels of, you know, minerals or proteins or omega 3 fatty acids in your body. Because that's definitely something we can measure. It's still a little complicated. It's not like in a real time picture. But when we work, we're working with a lot of. Not a lot, but we're working with a few different testers out there that are testing and what they're seeing is, you know, low omega 3 index. Yeah, it's a low D vitamin, it's low B vitamins. We also have a B vitamin. We see a lot of them in low and B vitamin, B12, you know, but we, that's what they see on those blood panel works. And you know, you know, we should, you know, help and, and get to the future point where we're optimizing our own individual bodies based on that data right now that's not readily available for everyone or cost efficient necessarily. But I, I sincerely believe like 10 years from now that will be very, very different as well. So.
- [66:37]
B
Yeah, I agree. And a lot of people are, I, I see it because I, you know, people hire me just to analyze blood panels and fix their lives. And I see, I have people run intricate, detailed micronutrient panels, test for heavy metals and things like that. And I always see a common theme. It's low omega 3s, low D, you know, things that people aren't really aware of and they go buy, they go buy multivitamins. They don't know what's in it. They don't look at the label and they don't really understand. They just think they're taking a multivitamin. I wanted to point out a couple things you have in yours that are so important that I see people lacking in iodine, selenium, the copper choline. A lot of these you don't commonly see in a lot of like the shitty multivitamins you can buy for 20 bucks at the store. And you just think you're getting everything you need. And a lot of those are like, they'll give you like 800,000% of vitamin C that you're just peeing out and it's pointless. That makes no sense. Like, and some of the numbers I see, you have a nice balance that you've put together here. You're not overloading people on things they don't need with a thousand percent of things. And there's things in there that I don't often see incorporated into most multivitamins. And so I think it's important that you know, the education is provided on what you actually need, what you're getting and a lot of other ones and the differentiation. And so it's important for us to have these discussions to talk about it and to educate people so they grasp why. What am I taking people? People tend to not know what they're taking. They just pick stuff up and buy it. And I'm, you know, I, I'm trying on my platform to educate people, think, you know, ask questions, learn about what you're putting in your body. And so you're, I want to point out that your website is very nice at explaining things and it gets into more broader detail and explains importance, why, what, how. We just got to get people to take the time to do it, you know, and, and, and, and educate. So what goes into that thought process for you on the website? You, you really do well with your education. You have a newsletter, you do a lot of things. You guys really, you go so far past the norm to educate people.
- [68:50]
A
I think, yeah, marketing and product team are sitting here next to each other, right? So like they're actually sitting in, you know, ping ponging back and forth and they're, and they're consumers like us, right? So they're into it. They're all health nerds, they're all into this kind of journey themselves. So I think that goes a long way for them to actually make something. There's, I think there's always with this stuff, things we can do more often, do deeper and do better. And our team would say that, oh, we wish we could actually go one step deeper and do this and so on. But it's also a guy like when you're still a smaller brand, it's resource allocation is one of the key things right to it's really. And like product quality is the number one thing we do here. And we call, we joke about here that our like our supply team and so on, they're the most expensive team on earth because like the raw ingredients they're sourcing is so goddamn, you know, pricey because they're High quality often. So that's where you spend our money. And then it trickled down to how can we educate elsewhere? And I want to say that one of the other benefits that we're definitely seeing is like working with people who educate for a living, like yourself, like the Dr. Lion, like the different ambassadors out there that we're working with, that really is good at communicating a message and explaining and as like a deep root with their audience. And that's what we're trying to do more of as well, because they will help understand and unfold the brand, how they're using it and how they can be applied. But that's, that's really a key part of it, I think. And I think it's, it's incredibly important to be surrounded with very trusted people that we really know and like, who cares about it? And I think the passion and care that we've seen from the people we work with is extraordinary. And you know, as, honestly, I also feel very lucky and blessed to be part of something like that because, like, really it's a group of people who want to make, you know, they want to make themselves healthier and better, but they also want to help other people's like, on that journey as well. So, yeah, it's, I think the preventive health movement journey is just such a rewarding part to be on, even though it can be hard to, you know, explain as equally like if you do this, you will get a better outcome than that. But I still think it's just such a rewarding path to be part of. And I, I believe we're just getting started. We, we still have a health crisis.
- [71:04]
B
Oh, yeah.
- [71:04]
A
In the Western world. So.
- [71:06]
B
Well, you know, for me, and it's not that I think I'm something special at all. I'm just very picky and particular and very careful about who I'll associate myself with. I learned some hard lessons early on about taking money and doing this and, and also having bait and switches done to me and being put in bad situations. And I have become so selective because I, my, my audience trusts me and I want them to, and I want them to know when they come to me, I'm not just pushing every thing. You see people with 5,000 on discount codes and I've talked to you about this and I don't do that. And I'm, I, I could and it'd be very easy and I won't, I just won't because I, I, of course we all have to make money, like I said, but I'm Only going to do it with the right people. And that's why, you know, I can tell people, and I put this out there, that I've, you know, partnered with you guys now after an ex. I mean, a long time, you know, and that was something for us both to be comfortable with. But I have such supreme belief and confidence in what you do, and I can gladly put my name behind it as somebody that uses it every day, believes in it, knows that I'm educating and helping people to take things that I trust and that I believe in and I really know are going to be beneficial for them. So I guess my point here is that you're very appreciated. You're not like a lot of CEOs and owners that are real jerks and think they're better than anybody or they're hard to get to or explain or they get defensive or, you know, you don't do any of that. And that's one of the things that drew me to your team is incredible that they're like family to me. So quick. And the way that you treat people and your whole team, it's a group thing. And I just. I want to express my gratitude for what you've been providing and what I know you're going to continue to do, and I'm going to help you do it, you know, and. And I'm proud to be able to do that.
- [73:03]
A
I truly appreciate that. That's. It's big words and it means a lot, and it also makes us. We're just getting started. I'd like. We, yeah, we're building, you know, we're building it right. We have a sincere dream and belief that we will play a pivotal role of getting, you know, mandatory lab testing on the products that are high risk of contamination, such as protein powders. You know, part of what will protect European and American consumers in the long run. Because you should not. And I'll say that you should not be able to walk into a fancy store and buy an expensive organic protein powder or a regular protein powder and get, you know, twice or four times the amount of lead that you're allowed to have in California in Proposition 65. It does not make any sense. And I think we need to. When we have issues like that, we need to address them. And we are not perfect in any way, but we're trying to lead the path by showing how we're doing it with a transparency project. And we, yeah, we sincerely believe, like, what we've seen in baby food can come to protein powder and then other products in our category as well. And you know, that's, that's the goal. And you know, when I was, when we were younger and we were going for this, I was in three to four years, you know, we'll all be doing this and every brand around the world. You know, I've found out that things take a little longer time to get out there and really get hope. But we, we are here now on year six. 17ish. Right. And we're going to be here in many years from now and we're going to push the same and you know, hopefully maybe five, ten years from now, you know, we'll, we'll see this type of regulation that will protect consumers in US and Europe and, and all around the world. So we are the front runners. We should, we should do as, as good as we can. And in the. Again, yeah, we will make mistakes, but we'll, we'll learn and we'll adapt. And any feedback that we get from people like you, our customers and everything, it's like, it's so appreciated. So.
- [74:56]
B
Absolutely, man. Well, it's been a pleasure as always. I always love talking to you and we always talk for a long time and it goes by really fast every time. And so, you know, I, I appreciate that. I know we both had to kind of do things different. You late me early, but it's well worth it to me to be able to do this and I always make that time for you however I can. Let's tell people. I'm going to tell people. You can use my discount Dylan on the website at Peri and you can get 20% off and you can combine it with your subscription and get like 35% off. And so take advantage of that. I link it in all my descriptions, but that's a very good way to get started and get these products in your hands. Oliver, tell people where they can follow you online and kind of check you out.
- [75:47]
A
Yeah, so they, I think the easiest way is go through our Pure Life Instagram account and then they can find me Oliver Andrew. It's hard to spell Andrew. I'm not gonna even try here in, in Danish. And what does it sound like, like when you're saying a Danish word like that, but Oliver Andrew on Instagram, you can find me there as well. I'll say much of what I do is really, you know, around like health, longevity, my personal journey and the journey with this amazing team that I'm fortunate enough to be part of growing with every day. So yeah, we are on a journey. You can see behind the scenes on the Puri Life account as well. And then I think that's. That's probably the best place. And then sign up for our newsletter. And we don't send a lot of newsletters out, so when we send it, it's really something that's curated for you.
- [76:29]
B
And.
- [76:30]
A
Yeah, and check us out. Go to Dylan's landing page. Right. It's pure.com Dylan. Right. And you can. Yeah, you can get to. Get to learn more. And again, it's just going to be the beginning, so, you know, make sure you shoot us some questions. So we up for the next round?
- [76:44]
B
Absolutely. And I am really proud to be a part of this with you and to help you grow, and I'm thankful for it. And I just want people to know that there are some really good people out there that are trying to do some really good things. Things you just have to be careful, but when you find them, you stick with them. And that's why I picked Fury, and that's why I've got Oliver here, so. All right, everybody, that wraps up another one. I hope that everybody enjoyed this and that you learned a lot from it, and I really hope this helps you get started or, you know, make changes to the journeys that you're on. So that being said, stay tuned for plenty more to come. Dylan Gelli and Oliver Amdrup signing off.