The founder who let them do their thing

Marie Moody was fired from three jobs in the New York fashion industry. The third time, in 2002, according to a Forbes profile from a decade later, she decided to stop trying. "You know what? Maybe I should try this," she told the CEO.com Podcast. "Because the thing that I really mostly ever cared about, even all growing up really, were dogs."

The dogs were Stella, adopted from a shelter in 1997, and Chewy, a sick pup she brought home shortly after as company for Stella. That much is on the company's website. What the website leaves out is that Chewy was immunocompromised, that Moody had a holistic vet who was ahead of his time, and that when he suggested a raw diet, she had to research it in books because the internet wasn't good for that yet. She made the food herself once a week, froze it in ice cube trays, and traveled for work in between. Chewy recovered, a picture of health, she said, and both dogs thrived on it.

She founded Stella & Chewy's in 2003, in her apartment. The first shipment came by semi. She paid the driver extra to come into Manhattan and help her unload it into industrial freezers she had put in her living room. "I remember thinking, 'This'll either work or I'm going to have dog food for life.' And so really, what's there to lose?"

Retailers on the Upper West Side told her nobody would buy it and, besides, they had no freezers. She went down to the Bowery, bought five used ice cream freezers, and put them in the stores that would let her. Deliveries went by taxi. Forbes describes her hiding boxes of frozen dog food behind parked cars so drivers would stop. Then a minivan, then a white van. The first reorder was two cases of large beef, and she remembers thinking she had made it.

She did not call herself CEO in those years. "CEO of what?"

Revenue climbed from $40,000 to $60,000 to $100,000 to $1 million, and distributors started stopping at her table at trade shows. Her co-packer could make one flavor. When she wanted to put sourcing claims on the label- free-range, humanely raised- he told her she could just say that. "And I was like, 'No, I can't really just say that, unless it truly is.'" So she moved back to Wisconsin and spent a year figuring out how to build a meat plant, which is what a raw pet food plant is. Forbes notes the first plant, opened in 2007, was in Muskego, her hometown. She said she did this earlier than anyone would have advised. Most pet food brands are marketing companies with a co-packer. Buy for a dollar, sell for two. Manufacturing is a different business, and she took it on at a million dollars in revenue because she wanted control of what went into the bag.

The first plant was 13,000 square feet: six people on the floor, a receptionist, and her ex-husband. She thought she would never fill it. The equipment was used, pieced together by phone. The patty maker broke down so often the crew named it Shitty-Shitty-Bang-Bang. Freeze-dryers weren't sold in the United States at any useful scale, and she didn't feel qualified to buy one in Europe with nobody to maintain it, so she found two men in far northern Minnesota who were freeze-drying taxidermy and flowers and asked whether they could build a big one for pet food. They said no problem. It was a problem. The plant opened January 1 with no freeze-dryer. The bank called asking what was going on. The Minnesota men stopped taking her calls and, during hunting season, could not be reached at all, so she started dialing *67 first so her number would not show. The freeze-dryer arrived in May or June.

She got an SBA loan to do all this. Her first banker is still local and still her banker. She has the same attorney and the same accountant she started with. The company grew to 50,000 square feet within a couple of years and now runs more than 600,000, with more than 500 employees and about 60 freeze-dryers, computerized and maintained by engineers. "Everybody's smarter than me, by the way," she said. "Which is exactly what you want."

Then, for 14 years, she was not there.

Her account of this is short. When the company first went private, the investors put in a CEO. She was a single parent. "I just let them do their thing." She stayed on the board and stepped out of the day-to-day.

What she came back to, in May 2024, was a company that had wandered. Marc Hill, CEO since 2017, left, according to a company announcement that named Moody interim CEO and promoted COO David Kapic to president. BizTimes later reported Hill went to Borgman Capital, a Milwaukee private equity firm. Moody's description of what she found, offered without blame, was a brand that had tried to be too many things to too many people and had launched into categories where it did not have permission from its customer. Meanwhile, it had gotten late to direct-to-consumer. At the time of the CEO.com interview, about six months into her interim run, the company had launched D2C one month earlier. "We're late to the game."

She did not say any of this was the fault of the people who ran the company while she let them do their thing. She did not say it wasn't, either. What she said was that the fix was to turn the ship back toward frozen and freeze-dried raw, the two products the company was built on, and that this is what happens when you take your eye off the core.

Being CEO of a 500-person company was new to her. "In my last job that wasn't at Stella and Chewy's, I was fired, so what do I know about being a CEO?" Some days she liked it. Some days: "What am I doing? What did I sign up for? This is a lot harder than I thought it was going to be." The difference from her first run wasn't the work, but the weight of it. People depended on the company now, and she thought about them more than she ever used to.

Her description of the job is not complicated. The bigger the company gets, the more the CEO's role is to inspire teams and get the executive team right, so the executives can drive their own teams. "It seems to me that ideally, as a CEO, you wouldn't have to do much 'cause you would just have a great team, and they would do what they need to do." She spends a lot of her day thinking. Sometimes she takes a week and goes hiking to do it. "A lot of founders, certainly this is true for me; we're not the best executors. We're more like the idea people."

Asked when she knew it was going to work, she said, "I don't even know if it is working." She has never felt like she had arrived. She tries to remind herself to celebrate certain milestones, a hundred million in sales, for instance, and the company is well past that now, but a founder is never done. She compared it to a kid getting into college and then taking time off to go to rehab. "You never stop worrying about them, you're never done parenting."

On the economy, she would not forecast. Groceries seem to get 30 percent more expensive all at once. A sandwich in New York is $25. Pet food, she said, has split in two: value at one end, super-premium at the other, and the buyers at the top still have money. "It's the whole middle that's getting squeezed, and that's a lot of people. That's a lot of people, and that's a lot of dogs." On AI in the plant, not yet.

She never called the interim role permanent, and it was not. On June 30, 2025, the company named Jay Thompson CEO, a finance executive from Generous Brands, Chobani, Utz, and PepsiCo. BizTimes noted he had joined as CFO that February, which suggests the succession was arranged well before it was announced. In the release, Moody said her goal in coming back had been to put the right team in place and restore the focus on premium raw nutrition, and that this remained the company's north star. The episode description still calls her Founder and CEO. She is the founder and a board member. The brand has since pushed further into grocery, including 464 Sprouts Farmers Market stores in December 2025.

Stella and Chewy did not live to see any of that. Moody held up their picture during the interview. Nobody's dogs live long enough, she said.

Every CEO.com Podcast conversation ends with the same question. The chances one gives are just as important as the chances one takes. Who gave you a chance? Moody's answer was a list: the SBA, the banker, the attorney, the accountant, the people in Milwaukee who explained how to build a meat plant, the stores that let her put an ice cream freezer by the register, and the first customers.

"No one person can build a brand. That just doesn't happen," she said. "Everybody has to want to play, or you're not going to have a brand."

00:00:00 Introduction and Marie's Background
00:00:43 The Story Behind the Brand's Inception
00:02:08 Early Challenges and First Steps
00:04:09 Educating Consumers About Raw Pet Food
00:06:01 Scaling the Business and Building a Brand
00:09:10 Moving to Wisconsin and Opening a Plant
00:11:50 Realizing the Business Potential
00:13:57 Changes in Manufacturing Over the Years
00:17:44 Pricing and Selling Strategies
00:21:32 A Typical Day for Marie Moody
00:24:28 Returning as CEO
00:25:31 Economic Environment and Its Impact
00:27:25 Product Development and Innovation
00:28:40 The Role of AI in the Future
00:30:29 Giving and Receiving Chances

WEBVTT

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Marie,<00:00:10.286> thank<00:00:10.447> you<00:00:10.527> so<00:00:10.688> much<00:00:10.864> for<00:00:11.009> coming<00:00:11.265> on<00:00:11.410> the<00:00:11.442> show.

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Sure.

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But<00:03:05.590> anyway,<00:03:06.220> you<00:03:06.253> know,<00:03:06.883> it<00:03:07.045> was<00:03:07.384> exactly<00:03:08.484> when<00:03:08.743> people<00:03:09.066> were<00:03:09.147> starting—<00:03:09.939> I<00:03:10.182> had<00:03:10.360> moved<00:03:10.602> back<00:03:10.829> to<00:03:10.926> New<00:03:10.990> York<00:03:11.184> City<00:03:11.799> and,<00:03:12.607> you<00:03:12.640> know,<00:03:12.850> I<00:03:12.866> noticed<00:03:13.432> that<00:03:13.738> people<00:03:14.237> were—<00:03:15.429> there<00:03:15.525> was<00:03:15.686> this<00:03:16.009> place,<00:03:16.653> actually<00:03:17.055> it<00:03:17.152> still<00:03:17.394> exists,<00:03:18.247> where<00:03:18.344> people<00:03:18.650> would<00:03:18.811> sign<00:03:19.214> up<00:03:19.952> to<00:03:20.337> join<00:03:20.674> so<00:03:20.755> you<00:03:20.899> could<00:03:20.995> go<00:03:21.220> for<00:03:21.396> like<00:03:21.573> a<00:03:21.621> Sunday<00:03:22.118> brunch<00:03:22.503> with<00:03:22.680> jazz<00:03:23.081> with<00:03:23.225> your<00:03:23.386> dog.

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And,<00:03:24.444> you<00:03:24.476> know,<00:03:24.557> it<00:03:24.589> was<00:03:24.765> like<00:03:25.070> all<00:03:25.166> this<00:03:25.407> crazy<00:03:25.808> stuff.

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And<00:03:26.370> I<00:03:26.434> remember<00:03:26.835> thinking<00:03:27.252> like,<00:03:27.878> wow,<00:03:28.455> like<00:03:28.840> people<00:03:29.273> don't<00:03:29.658> understand.

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They<00:03:30.621> really<00:03:31.022> don't<00:03:31.343> understand<00:03:32.065> that<00:03:32.241> the<00:03:32.626> surest<00:03:33.428> way<00:03:33.669> to<00:03:33.894> impact<00:03:34.311> your<00:03:34.551> dog's<00:03:34.936> quality<00:03:35.418> of<00:03:35.514> life,<00:03:35.979> longevity,<00:03:37.102> everything<00:03:38.017> is<00:03:38.161> what<00:03:38.385> you<00:03:38.418> feed<00:03:38.787> it.

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Because<00:03:39.669> I<00:03:39.829> had<00:03:40.311> been<00:03:40.487> feeding,<00:03:41.129> you<00:03:41.193> know,<00:03:41.305> my<00:03:41.674> dogs<00:03:41.995> this<00:03:42.236> way<00:03:42.396> at<00:03:42.492> that<00:03:42.717> point<00:03:42.990> for<00:03:43.134> a<00:03:43.198> couple<00:03:43.519> years.

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And,<00:03:44.418> you<00:03:44.514> know,<00:03:44.658> my<00:03:44.819> dog<00:03:45.043> Chewy,<00:03:45.910> recovered<00:03:46.247> 100%.

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He<00:03:47.869> was<00:03:48.110> like<00:03:48.271> a<00:03:48.415> picture<00:03:48.833> of<00:03:48.978> health<00:03:49.299> from<00:03:49.717> feeding<00:03:50.118> this<00:03:50.423> way.

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And<00:03:51.066> I<00:03:51.146> thought,<00:03:51.821> if<00:03:51.965> people<00:03:52.528> knew<00:03:53.716> and<00:03:53.957> had<00:03:54.279> choices,<00:03:55.580> you<00:03:55.676> know,<00:03:55.965> even<00:03:56.206> though<00:03:56.543> it's<00:03:56.865> more<00:03:57.170> expensive<00:03:57.989> and<00:03:58.086> it<00:03:58.166> was<00:03:58.375> definitely<00:03:59.274> less<00:03:59.596> convenient,<00:04:00.222> 'cause<00:04:00.399> at<00:04:00.479> the<00:04:00.559> time<00:04:00.961> it<00:04:01.041> was<00:04:01.266> just<00:04:01.587> frozen<00:04:02.326> and,<00:04:02.889> you<00:04:02.969> know,<00:04:03.049> we<00:04:03.129> hadn't<00:04:03.531> done<00:04:03.756> freeze-dried<00:04:04.479> yet.

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So<00:04:06.085> I<00:04:06.165> thought,<00:04:06.406> you<00:04:06.439> know,<00:04:06.583> people,<00:04:07.049> we<00:04:07.467> just<00:04:07.691> don't<00:04:07.804> have<00:04:07.884> enough<00:04:08.173> choices<00:04:08.832> in<00:04:08.912> pet<00:04:09.217> foods.

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So<00:04:09.796> that's<00:04:10.101> really<00:04:11.161> how<00:04:11.402> I<00:04:11.482> started<00:04:12.189> it.

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And<00:04:12.687> when<00:04:12.912> I<00:04:12.944> started<00:04:13.555> it,<00:04:15.080> You<00:04:15.176> know,<00:04:15.240> I<00:04:15.256> remember<00:04:15.577> when<00:04:15.721> I<00:04:15.802> got<00:04:15.978> my<00:04:16.203> first<00:04:16.460> shipment<00:04:16.925> of<00:04:17.005> frozen<00:04:17.423> food,<00:04:17.760> it<00:04:17.888> was<00:04:18.065> like<00:04:18.305> the<00:04:18.386> semi<00:04:19.028> pulled<00:04:19.413> up,<00:04:19.734> you<00:04:19.766> know,<00:04:19.894> I<00:04:19.910> had<00:04:20.007> to<00:04:20.135> pay<00:04:20.376> them<00:04:20.617> extra<00:04:20.970> to<00:04:21.098> come<00:04:21.339> into<00:04:21.612> New<00:04:21.756> York<00:04:21.997> City<00:04:22.478> and<00:04:22.623> help<00:04:22.799> me<00:04:22.960> unload<00:04:23.425> it.

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And,<00:04:23.843> you<00:04:24.244> know,<00:04:24.308> I<00:04:24.404> had<00:04:24.709> these<00:04:24.886> like<00:04:25.046> huge<00:04:25.849> industrial<00:04:26.410> freezers<00:04:27.197> in<00:04:27.293> my<00:04:27.534> living<00:04:27.919> room.

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And<00:04:29.123> I<00:04:29.219> remember<00:04:30.022> thinking,<00:04:31.290> you<00:04:31.386> know,<00:04:31.771> this<00:04:31.996> will<00:04:32.253> either<00:04:32.654> work<00:04:33.376> or<00:04:33.633> I'm<00:04:33.954> going<00:04:34.387> to<00:04:34.499> have<00:04:34.756> dog<00:04:34.981> food<00:04:35.238> for<00:04:35.398> life,<00:04:36.185> you<00:04:36.281> know,<00:04:36.682> and<00:04:36.827> like,<00:04:37.003> so<00:04:37.629> really<00:04:37.870> what's<00:04:38.111> there<00:04:38.287> to<00:04:38.367> lose,<00:04:38.929> right?

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So<00:04:40.693> that's<00:04:40.918> how<00:04:41.014> it<00:04:41.110> started.

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And<00:04:42.120> I<00:04:42.216> would,<00:04:43.258> when<00:04:43.402> I<00:04:43.435> first<00:04:43.899> got<00:04:44.204> it,<00:04:44.444> I<00:04:44.460> remember<00:04:45.406> I<00:04:46.144> would<00:04:46.304> go,<00:04:46.849> there<00:04:46.945> were<00:04:47.041> like<00:04:47.747> a<00:04:47.811> handful<00:04:48.308> of<00:04:48.388> stores<00:04:49.253> in<00:04:49.590> the<00:04:49.686> city,<00:04:50.071> in<00:04:50.215> Manhattan,<00:04:51.337> on<00:04:51.434> the<00:04:51.578> Upper<00:04:51.754> West<00:04:52.011> Side<00:04:52.395> that<00:04:52.620> I<00:04:52.636> went<00:04:52.876> to<00:04:53.357> and<00:04:53.822> tried<00:04:54.014> to<00:04:54.095> sell<00:04:54.463> it<00:04:54.624> in.

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And,<00:04:55.746> you<00:04:55.778> know,<00:04:55.922> some<00:04:56.146> people<00:04:56.467> were<00:04:56.515> receptive,<00:04:57.188> but<00:04:57.285> a<00:04:57.349> lot<00:04:57.509> of<00:04:57.605> people<00:04:57.830> were<00:04:57.926> like,<00:04:58.262> it's<00:04:58.888> never<00:04:59.128> gonna<00:04:59.304> sell,<00:04:59.609> nobody<00:04:59.914> wants<00:05:00.250> this.

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And<00:05:01.212> meanwhile,<00:05:01.613> we<00:05:01.709> don't<00:05:01.853> have<00:05:01.997> freezers.

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And<00:05:03.120> like,<00:05:03.360> what<00:05:03.520> are<00:05:03.616> you,<00:05:04.017> you<00:05:04.178> know?

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So<00:05:04.562> I<00:05:04.642> had<00:05:04.755> to<00:05:04.819> go<00:05:05.059> down<00:05:05.620> to<00:05:05.700> the<00:05:05.781> Bowery<00:05:06.486> and<00:05:06.646> I<00:05:06.742> bought<00:05:06.983> like<00:05:07.207> all<00:05:07.303> these<00:05:07.544> like<00:05:07.784> ice<00:05:08.089> cream<00:05:08.426> freezers.

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Well,<00:05:09.500> not,<00:05:09.692> I<00:05:09.772> mean<00:05:10.013> like<00:05:10.173> 5<00:05:10.509> of<00:05:10.590> them<00:05:11.231> and<00:05:11.311> put<00:05:11.535> them<00:05:11.616> in<00:05:11.712> different<00:05:12.017> stores<00:05:12.514> that<00:05:12.675> wanted<00:05:12.980> to<00:05:13.076> try<00:05:13.397> this.

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And<00:05:14.938> I'll<00:05:15.082> never<00:05:15.323> forget<00:05:15.628> when<00:05:15.805> I<00:05:15.949> got<00:05:16.206> my<00:05:16.366> first<00:05:16.928> reorder,<00:05:17.474> it<00:05:17.570> was<00:05:17.795> like<00:05:18.036> 2<00:05:18.212> cases<00:05:18.678> of<00:05:18.854> large<00:05:19.175> beef.

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And<00:05:19.817> I<00:05:19.897> was<00:05:20.058> like,<00:05:20.299> ah,<00:05:20.700> I've<00:05:20.941> made<00:05:21.663> it.

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You<00:05:23.204> know,<00:05:23.525> it<00:05:23.653> was<00:05:23.830> just,<00:05:24.969> it<00:05:25.033> was<00:05:25.178> a<00:05:25.419> lot<00:05:25.852> of<00:05:25.916> spending<00:05:26.301> a<00:05:26.398> lot<00:05:26.638> of<00:05:26.719> time<00:05:27.184> trying<00:05:27.377> to<00:05:27.585> educate<00:05:27.987> people<00:05:28.869> about<00:05:29.929> the<00:05:30.089> values<00:05:30.651> and<00:05:30.795> like,<00:05:31.052> you<00:05:31.132> know,<00:05:31.774> the<00:05:31.935> differences<00:05:32.882> in<00:05:33.700> and<00:05:33.941> why<00:05:34.824> raw<00:05:34.984> pet<00:05:35.289> food,<00:05:36.413> you<00:05:36.493> know,<00:05:36.734> makes<00:05:36.910> sense.

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So,<00:05:39.058> so<00:05:39.796> when<00:05:39.956> you<00:05:40.100> have<00:05:40.501> like<00:05:40.741> these,<00:05:41.318> these<00:05:41.559> freezers<00:05:41.959> in<00:05:42.104> your<00:05:42.264> living<00:05:42.520> room<00:05:43.145> and<00:05:43.546> you're<00:05:43.642> getting<00:05:43.883> the<00:05:43.963> food,<00:05:44.508> like<00:05:45.004> how<00:05:45.165> do<00:05:45.309> you<00:05:45.405> figure<00:05:45.790> out<00:05:45.950> to<00:05:46.030> go<00:05:46.190> from<00:05:46.591> there<00:05:47.152> to<00:05:47.248> like<00:05:47.408> the<00:05:47.553> whole<00:05:47.665> supply<00:05:48.210> chain<00:05:48.466> issue<00:05:48.691> to<00:05:48.771> the<00:05:48.915> production<00:05:49.332> issue,<00:05:49.572> to<00:05:49.716> building<00:05:50.069> a<00:05:50.213> brand,<00:05:51.335> to<00:05:51.495> building<00:05:51.880> a<00:05:51.960> way<00:05:52.120> for<00:05:52.281> people<00:05:52.617> to<00:05:52.841> order<00:05:53.098> it?

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Like<00:05:54.220> walk<00:05:54.524> us<00:05:54.701> through<00:05:54.861> that.

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Cause<00:05:55.197> that<00:05:55.342> is<00:05:55.662> particularly<00:05:56.447> pre-internet.

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I<00:05:57.201> don't<00:05:57.425> even<00:05:57.890> like,<00:05:58.082> I<00:05:58.210> can't<00:05:58.387> even,<00:05:58.691> it<00:05:58.787> blows<00:05:59.028> my<00:05:59.124> mind.

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I<00:05:59.428> don't<00:05:59.525> know.

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We<00:05:59.829> actually<00:06:00.070> know<00:06:00.214> how<00:06:00.310> to<00:06:00.390> do<00:06:00.470> that.

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I<00:06:01.191> know.

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I<00:06:01.672> know.

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I<00:06:01.993> don't<00:06:02.137> know<00:06:02.233> how<00:06:02.393> I<00:06:02.474> did<00:06:02.714> it<00:06:02.858> either,<00:06:03.339> actually.

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And<00:06:03.916> I,<00:06:04.236> you<00:06:04.333> know,<00:06:04.381> I<00:06:04.541> always<00:06:04.781> say<00:06:05.038> this<00:06:05.278> though,<00:06:05.503> and<00:06:05.599> this<00:06:05.775> is<00:06:05.919> really<00:06:06.160> the<00:06:06.240> truth,<00:06:07.025> like<00:06:07.426> not—<00:06:08.790> no<00:06:09.111> one<00:06:09.368> person<00:06:09.993> can<00:06:10.170> build<00:06:10.411> a<00:06:10.475> brand.

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That<00:06:11.598> just<00:06:11.855> doesn't<00:06:12.721> happen.

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It's<00:06:13.860> a<00:06:14.165> lot<00:06:14.502> of<00:06:14.647> people<00:06:15.449> that<00:06:15.690> build<00:06:15.882> a<00:06:16.010> brand.

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And<00:06:16.909> so,<00:06:17.711> you<00:06:17.775> know,<00:06:17.888> it's<00:06:18.096> always<00:06:18.433> different<00:06:18.754> challenges<00:06:19.717> and<00:06:19.861> this<00:06:20.102> and<00:06:20.198> that,<00:06:20.664> but<00:06:21.081> it's—<00:06:21.466> it's<00:06:22.445> the<00:06:22.605> bigger<00:06:22.990> you<00:06:23.151> get,<00:06:23.568> the<00:06:23.793> better<00:06:24.114> people<00:06:24.515> you<00:06:24.675> can<00:06:24.836> attract.

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And<00:06:26.216> that's<00:06:26.601> really<00:06:26.922> the<00:06:27.002> key.

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So<00:06:28.141> the<00:06:28.382> business<00:06:29.007> is—<00:06:30.323> the<00:06:30.452> brand<00:06:30.949> is<00:06:31.126> nothing,<00:06:31.655> or<00:06:31.767> the<00:06:31.896> business<00:06:32.297> is<00:06:32.457> nothing<00:06:32.858> like<00:06:33.115> what<00:06:33.292> it<00:06:33.420> was<00:06:33.821> when<00:06:33.934> it<00:06:33.998> was<00:06:34.383> in<00:06:34.479> my<00:06:34.656> apartment.

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For<00:06:35.458> instance,<00:06:36.067> I<00:06:36.083> mean,<00:06:36.708> you<00:06:36.740> know,<00:06:36.965> it<00:06:37.109> was,<00:06:37.927> I<00:06:37.991> guess<00:06:38.103> it<00:06:38.151> was<00:06:38.328> like<00:06:38.488> probably<00:06:39.370> 3<00:06:39.755> years<00:06:40.252> later<00:06:40.957> after<00:06:41.294> all<00:06:41.454> that,<00:06:42.801> that,<00:06:43.779> well,<00:06:43.859> first<00:06:44.196> of<00:06:44.324> all,<00:06:45.062> we<00:06:45.142> started,<00:06:45.783> I<00:06:45.864> started<00:06:46.729> also<00:06:46.922> selling<00:06:47.291> this<00:06:47.531> freeze-dried<00:06:48.413> because<00:06:48.669> my<00:06:48.830> co-packer<00:06:49.391> at<00:06:49.535> the<00:06:49.615> time<00:06:50.337> had<00:06:50.449> a<00:06:50.497> freeze<00:06:50.898> dryer.

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And,<00:06:52.437> you<00:06:52.469> know,<00:06:52.598> because<00:06:52.758> I<00:06:52.838> didn't<00:06:52.983> start<00:06:53.383> out<00:06:53.961> manufacturing<00:06:54.682> it<00:06:54.762> myself.

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I<00:06:55.420> mean,<00:06:55.869> you<00:06:55.917> know,<00:06:56.606> as<00:06:56.766> it<00:06:56.847> was,<00:06:57.151> I<00:06:57.247> started<00:06:57.568> manufacturing<00:06:58.274> way<00:06:58.370> too<00:06:58.931> early,<00:06:59.733> but<00:07:00.454> because<00:07:00.935> manufacturing<00:07:01.657> pet<00:07:01.881> food<00:07:02.074> is<00:07:02.282> really<00:07:02.683> a<00:07:02.923> different<00:07:03.340> business<00:07:03.982> than<00:07:04.367> building<00:07:04.720> a<00:07:04.865> brand<00:07:05.507> in<00:07:05.651> pet<00:07:05.892> food.

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Because<00:07:06.791> a<00:07:06.936> lot<00:07:07.048> of<00:07:07.112> people<00:07:07.273> don't<00:07:07.498> realize<00:07:07.979> that<00:07:08.477> most<00:07:09.183> pet<00:07:09.440> foods<00:07:10.002> really<00:07:10.227> are<00:07:10.323> marketing<00:07:11.110> companies,<00:07:12.234> and<00:07:12.394> they<00:07:12.555> have<00:07:12.796> co-packers,<00:07:13.598> and<00:07:13.935> they<00:07:14.096> put<00:07:14.321> their,<00:07:14.883> you<00:07:14.979> know,<00:07:15.204> labels<00:07:15.605> on<00:07:15.766> it.

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And<00:07:16.119> then,<00:07:16.889> you<00:07:16.922> know,<00:07:17.371> it's<00:07:17.853> a<00:07:17.885> much<00:07:18.254> easier<00:07:18.591> model<00:07:19.635> to,<00:07:20.341> you<00:07:20.373> know,<00:07:20.662> know<00:07:20.903> what<00:07:21.064> you<00:07:21.385> have<00:07:21.626> coming<00:07:21.947> in,<00:07:22.204> and<00:07:22.284> then,<00:07:22.589> you<00:07:22.685> know,<00:07:23.087> buy<00:07:23.311> it<00:07:23.392> for<00:07:23.552> a<00:07:23.568> dollar,<00:07:23.873> you<00:07:23.970> sell<00:07:24.146> it<00:07:24.275> for<00:07:24.371> $2,<00:07:25.013> whatever<00:07:25.334> it<00:07:25.479> is.

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But<00:07:26.442> when<00:07:26.522> you<00:07:26.683> actually<00:07:27.004> take<00:07:27.245> on<00:07:27.341> the<00:07:27.421> manufacturing<00:07:28.385> of<00:07:28.529> it,<00:07:29.171> it's<00:07:29.332> a<00:07:29.412> whole<00:07:29.589> different<00:07:29.974> business.

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And<00:07:32.146> I<00:07:32.307> really,<00:07:33.692> like<00:07:33.917> I<00:07:33.933> said,<00:07:34.497> I<00:07:34.577> definitely<00:07:35.044> did<00:07:35.221> it<00:07:35.318> a<00:07:35.366> little<00:07:35.704> earlier<00:07:36.348> than<00:07:37.556> was<00:07:37.797> recommended.

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But<00:07:40.699> I<00:07:40.943> decided,<00:07:42.396> I<00:07:42.429> guess<00:07:42.886> I'm<00:07:43.310> a<00:07:43.375> little<00:07:43.637> bit<00:07:43.800> of<00:07:43.882> a<00:07:43.947> control<00:07:44.371> freak,<00:07:44.845> like,<00:07:46.936> when<00:07:47.081> it<00:07:47.243> comes<00:07:47.501> to<00:07:47.598> certain<00:07:48.065> things.

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But<00:07:48.775> I<00:07:48.953> had<00:07:50.162> such<00:07:50.404> a<00:07:50.420> sense<00:07:50.888> of<00:07:51.130> like,<00:07:51.695> before,<00:07:52.501> you<00:07:52.533> know,<00:07:52.904> so<00:07:53.066> it<00:07:53.162> started<00:07:53.485> to<00:07:53.614> take<00:07:53.856> off<00:07:54.195> in<00:07:54.340> the<00:07:54.372> city.

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And<00:07:55.844> by<00:07:56.008> takeoff,<00:07:56.485> I<00:07:56.567> mean,<00:07:57.060> you<00:07:57.143> know,<00:07:57.652> it<00:07:57.817> went<00:07:58.064> from<00:07:59.300> $40,000<00:07:59.850> to<00:08:00.030> $60,000<00:08:00.690> to<00:08:00.950> $100,000<00:08:01.850> to<00:08:02.050> like,<00:08:02.450> you<00:08:02.451> know,<00:08:02.710> I'll<00:08:02.770> never<00:08:02.870> forget<00:08:03.250> when<00:08:03.450> I<00:08:03.550> was<00:08:03.710> like<00:08:03.950> at<00:08:04.250> $1<00:08:04.590> million<00:08:04.810> in<00:08:05.370> revenue,<00:08:05.770> right?

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You<00:08:06.450> know,<00:08:06.630> for<00:08:06.810> the<00:08:06.970> year<00:08:07.290> and<00:08:07.430> thinking<00:08:07.750> that<00:08:07.910> that<00:08:08.110> was<00:08:08.250> like<00:08:08.550> the<00:08:08.630> greatest<00:08:09.030> thing<00:08:09.390> ever.

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And,<00:08:10.850> you<00:08:10.851> know,<00:08:10.910> it<00:08:11.090> was<00:08:11.150> at<00:08:11.370> that<00:08:11.630> point<00:08:12.150> that<00:08:13.030> people<00:08:14.010> were<00:08:14.210> starting<00:08:14.410> to<00:08:14.550> pay<00:08:14.710> attention<00:08:15.210> a<00:08:15.490> little<00:08:15.650> bit<00:08:15.890> to<00:08:16.130> it.

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You<00:08:16.510> know,<00:08:16.670> I<00:08:16.690> mean,<00:08:16.830> it<00:08:17.110> was<00:08:17.111> certainly<00:08:17.330> not<00:08:17.830> really<00:08:18.110> on<00:08:18.250> anybody's<00:08:18.850> radar,<00:08:19.130> but,<00:08:19.890> you<00:08:19.930> know,<00:08:20.110> I<00:08:20.410> could<00:08:20.670> see<00:08:21.150> where<00:08:21.570> it<00:08:21.690> was<00:08:21.810> going.

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I<00:08:22.190> was<00:08:22.330> doing<00:08:22.530> trade<00:08:22.950> shows<00:08:23.390> and<00:08:23.550> there<00:08:23.730> were,<00:08:24.170> you<00:08:24.350> know,<00:08:24.690> distributors,<00:08:25.470> the<00:08:25.710> A<00:08:26.250> distributors<00:08:26.450> were<00:08:26.710> coming<00:08:26.970> by<00:08:27.450> and,<00:08:27.890> you<00:08:27.891> know,<00:08:27.892> this<00:08:28.070> was<00:08:28.210> all<00:08:28.530> in<00:08:28.550> Neighborhood<00:08:28.570> Pet<00:08:28.590> and,<00:08:30.482> people<00:08:30.791> were<00:08:31.148> starting<00:08:31.782> to<00:08:31.863> be<00:08:32.172> interested<00:08:33.147> in<00:08:33.326> this<00:08:33.553> kind<00:08:33.797> of<00:08:33.830> feeding.

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And<00:08:35.276> so<00:08:36.007> before<00:08:36.560> I<00:08:36.722> took<00:08:36.982> it<00:08:37.226> nationwide,<00:08:38.010> I<00:08:38.026> wanted<00:08:38.363> to,<00:08:40.275> you<00:08:40.308> know,<00:08:40.774> be<00:08:40.918> able<00:08:41.095> to<00:08:41.175> control<00:08:42.043> the<00:08:42.123> manufacturing<00:08:42.927> of<00:08:43.023> it<00:08:43.264> because<00:08:43.891> at<00:08:43.988> the<00:08:44.068> time<00:08:44.470> my<00:08:45.434> co-packer<00:08:46.302> could<00:08:46.639> really<00:08:46.864> only<00:08:47.025> do<00:08:47.202> one<00:08:47.429> flavor,<00:08:48.400> you<00:08:48.497> know,<00:08:48.967> and<00:08:49.161> I<00:08:49.307> would<00:08:49.485> say,<00:08:49.712> well,<00:08:50.020> it<00:08:50.117> needs<00:08:50.344> to<00:08:50.425> be<00:08:50.522> free<00:08:50.910> range.

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It<00:08:51.477> needs<00:08:51.639> to<00:08:51.736> be<00:08:51.833> humanely<00:08:52.368> raised,<00:08:52.692> blah,<00:08:52.789> blah,<00:08:52.951> blah.

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And<00:08:53.420> he'd<00:08:53.518> be<00:08:53.582> like,<00:08:53.680> yeah,<00:08:54.263> you<00:08:54.392> could<00:08:54.554> say<00:08:54.813> that.

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And<00:08:55.218> I<00:08:55.283> was<00:08:55.380> like,<00:08:56.157> Well,<00:08:56.900> no,<00:08:57.206> I<00:08:57.303> can't<00:08:57.707> really<00:08:57.852> just<00:08:58.272> say<00:08:58.659> that<00:08:59.402> unless<00:08:59.805> it<00:09:00.031> truly<00:09:00.693> is,<00:09:01.000> right?

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And<00:09:02.146> so<00:09:02.695> I<00:09:02.856> decided<00:09:03.438> to<00:09:04.487> move<00:09:04.729> back<00:09:05.020> to<00:09:05.220> Wisconsin,<00:09:07.320> which<00:09:07.416> is<00:09:07.738> where<00:09:07.915> we<00:09:08.060> are<00:09:08.157> now<00:09:08.398> here,<00:09:09.267> and<00:09:10.233> open<00:09:10.797> a<00:09:10.893> manufacturing<00:09:11.859> plant.

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And,<00:09:14.515> you<00:09:14.612> know,<00:09:14.773> I<00:09:14.854> spent<00:09:15.481> a<00:09:15.787> year<00:09:16.769> trying<00:09:16.995> to<00:09:17.140> pull<00:09:17.253> it<00:09:17.400> all<00:09:17.563> together.

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I<00:09:18.165> mean,<00:09:18.474> and<00:09:18.620> again,<00:09:19.043> even<00:09:19.369> there,<00:09:19.857> like<00:09:20.101> it<00:09:20.247> was<00:09:20.914> Milwaukee<00:09:21.712> is<00:09:22.706> you<00:09:22.802> know,<00:09:23.124> there<00:09:23.268> used<00:09:23.381> to<00:09:23.445> be<00:09:23.525> a<00:09:23.670> lot<00:09:23.910> of<00:09:23.942> manufacturing<00:09:24.729> here.

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There's<00:09:25.291> not<00:09:25.516> as<00:09:25.693> much<00:09:25.853> anymore.

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But<00:09:27.363> in<00:09:27.523> general,<00:09:27.941> Wisconsin<00:09:28.599> is<00:09:28.759> a<00:09:28.888> big<00:09:29.129> meatpacking<00:09:30.253> industry.

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There's<00:09:31.136> a<00:09:31.232> big<00:09:31.457> meatpacking<00:09:32.035> industry.

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And<00:09:33.480> what<00:09:33.625> I<00:09:33.721> found<00:09:34.363> is<00:09:34.604> that<00:09:35.246> people<00:09:35.487> were<00:09:35.712> really<00:09:36.033> generous<00:09:36.756> with<00:09:36.868> their<00:09:37.077> time<00:09:38.120> when<00:09:38.843> I<00:09:39.180> would,<00:09:39.646> um,<00:09:40.288> you<00:09:40.320> know,<00:09:40.850> when<00:09:41.011> I<00:09:41.027> would<00:09:41.171> say,<00:09:41.284> well,<00:09:41.653> how<00:09:41.765> do<00:09:41.830> you<00:09:41.990> build<00:09:42.215> a<00:09:42.247> meat<00:09:42.536> plant?

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Because<00:09:42.970> that's<00:09:43.194> basically,<00:09:43.644> that's<00:09:43.837> what<00:09:44.061> a<00:09:44.158> dog<00:09:44.479> food<00:09:45.185> manufacturing<00:09:45.860> facility<00:09:46.550> is.

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You<00:09:47.128> know,<00:09:47.369> it's,<00:09:47.610> it's,<00:09:47.931> it's<00:09:48.556> you<00:09:48.588> know,<00:09:48.893> you're<00:09:49.133> bringing<00:09:49.534> in,<00:09:50.078> I<00:09:50.591> mean,<00:09:50.751> supply<00:09:51.280> chain.

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Now<00:09:51.697> we've<00:09:51.857> got<00:09:52.017> like<00:09:52.177> a<00:09:52.257> team<00:09:53.123> of,<00:09:53.363> you<00:09:53.395> know,<00:09:53.603> people<00:09:54.004> on<00:09:54.100> supply<00:09:54.564> chain<00:09:55.125> and,<00:09:55.366> you<00:09:55.462> know,<00:09:55.622> we've<00:09:55.782> got<00:09:56.199> 500<00:09:56.744> employees<00:09:57.769> and,<00:09:58.169> you<00:09:58.202> know,<00:09:58.410> it's<00:09:58.506> a<00:09:58.570> whole<00:09:58.890> different<00:09:59.291> thing<00:09:59.531> right<00:09:59.772> now.

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And<00:10:00.813> everybody's<00:10:01.246> smarter<00:10:01.710> than<00:10:01.871> me,<00:10:02.191> by<00:10:02.351> the<00:10:02.399> way.

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That<00:10:02.816> means<00:10:03.313> you're<00:10:03.793> doing<00:10:04.114> something<00:10:04.658> right.

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That's<00:10:05.155> great.

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Yeah.

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Which<00:10:06.597> is<00:10:06.693> exactly<00:10:07.302> what<00:10:07.478> you<00:10:07.623> want.

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And<00:10:08.744> I<00:10:09.497> mean,<00:10:09.866> you<00:10:09.962> know,<00:10:10.122> it's<00:10:10.282> taken,<00:10:11.804> well,<00:10:12.029> I<00:10:12.109> guess<00:10:12.670> 21<00:10:13.246> years<00:10:13.727> to<00:10:13.807> get<00:10:13.967> to<00:10:14.112> this<00:10:14.368> point.

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So<00:10:15.089> started<00:10:15.489> manufacturing<00:10:16.355> it<00:10:16.595> in<00:10:21.240> 2007,<00:10:21.757> I<00:10:21.853> believe.

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So<00:10:23.615> yeah,<00:10:24.099> but<00:10:24.325> that<00:10:24.665> too,<00:10:24.988> the<00:10:25.085> first<00:10:26.442> manufacturing<00:10:27.088> plant<00:10:27.331> was<00:10:27.573> 13,000<00:10:28.284> square<00:10:28.542> feet.

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And<00:10:30.399> when<00:10:30.978> I<00:10:31.059> first<00:10:31.461> went<00:10:31.606> into<00:10:31.928> it<00:10:32.025> and<00:10:32.105> we<00:10:32.266> were,<00:10:32.411> you<00:10:32.524> know,<00:10:33.055> I<00:10:33.072> was<00:10:33.184> like<00:10:33.313> calling<00:10:33.796> equipment,<00:10:34.440> like<00:10:34.601> getting<00:10:34.843> all<00:10:34.939> this<00:10:35.229> used<00:10:35.487> equipment<00:10:36.276> and,<00:10:36.437> you<00:10:36.517> know,<00:10:36.614> they<00:10:36.694> were<00:10:36.839> putting<00:10:37.097> it<00:10:37.177> together.

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And<00:10:37.838> I<00:10:37.902> remember<00:10:38.546> thinking<00:10:38.723> like,<00:10:39.094> there<00:10:39.255> is<00:10:39.432> no<00:10:39.825> way<00:10:40.168> that<00:10:40.315> I<00:10:40.348> am<00:10:40.724> ever<00:10:40.969> going<00:10:41.132> to<00:10:41.214> fill<00:10:41.459> up<00:10:41.623> this<00:10:41.803> plant.

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You<00:10:42.538> know,<00:10:42.784> they<00:10:42.865> were<00:10:43.012> like,<00:10:43.496> maybe<00:10:43.672> 6<00:10:44.058> employees,<00:10:44.972> you<00:10:45.052> know,<00:10:45.277> the<00:10:45.357> guys<00:10:45.678> down<00:10:45.935> in<00:10:46.063> the<00:10:46.304> plant.

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And<00:10:46.961> then,<00:10:47.202> you<00:10:47.282> know,<00:10:47.988> I<00:10:48.710> had<00:10:48.887> a<00:10:49.127> receptionist<00:10:50.170> and<00:10:50.812> my<00:10:51.052> ex-husband.

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Anyway,<00:10:54.903> then,<00:10:56.186> then,<00:10:57.085> like,<00:10:57.871> within<00:10:58.128> a<00:10:58.192> couple<00:10:58.449> of<00:10:58.577> years,<00:10:59.074> we<00:10:59.154> moved<00:10:59.475> to<00:10:59.572> like<00:10:59.941> 50,000<00:11:00.679> square<00:11:00.919> feet.

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And<00:11:01.962> now<00:11:02.203> we've<00:11:02.427> got<00:11:02.684> like<00:11:03.069> over<00:11:03.326> like<00:11:03.502> 600,000<00:11:05.042> square<00:11:05.251> feet.

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And<00:11:06.438> yeah,<00:11:07.272> so<00:11:07.513> it's,<00:11:08.059> it's<00:11:08.219> really<00:11:10.315> It's<00:11:10.540> really,<00:11:11.540> it's<00:11:11.765> just<00:11:12.007> been<00:11:12.330> like,<00:11:13.538> I<00:11:13.619> sometimes<00:11:14.086> describe<00:11:14.489> it<00:11:14.651> like<00:11:15.457> you're<00:11:15.634> in<00:11:15.779> a<00:11:15.956> dark<00:11:16.343> room<00:11:16.762> and<00:11:16.843> you're<00:11:17.004> trying<00:11:17.197> to<00:11:17.310> find<00:11:17.568> the<00:11:17.794> door,<00:11:18.535> you<00:11:18.632> know?

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And<00:11:19.261> it's<00:11:19.390> like,<00:11:19.502> there's<00:11:19.728> always<00:11:20.002> a<00:11:20.228> door,<00:11:21.341> you<00:11:21.373> know?

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You<00:11:21.825> just<00:11:22.066> kind<00:11:22.308> of<00:11:22.341> have<00:11:22.566> to<00:11:22.663> like<00:11:23.211> find<00:11:23.598> it.

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And<00:11:24.324> sometimes<00:11:24.808> they're<00:11:24.905> scarier<00:11:25.630> than<00:11:25.872> other<00:11:26.098> times,<00:11:26.598> but<00:11:27.227> definitely<00:11:29.572> the<00:11:29.653> more<00:11:29.993> smart<00:11:30.478> people<00:11:30.882> you<00:11:31.044> can<00:11:31.270> have<00:11:31.448> around<00:11:31.933> you<00:11:32.402> that<00:11:32.516> are<00:11:32.823> like<00:11:33.146> playing<00:11:33.615> on<00:11:33.712> the<00:11:33.793> same<00:11:34.197> team,<00:11:35.193> the<00:11:35.273> further<00:11:35.739> you<00:11:35.835> can<00:11:35.996> get.

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And<00:11:37.988> I<00:11:38.020> mean,<00:11:38.229> I<00:11:38.326> would<00:11:38.470> say<00:11:38.711> that<00:11:39.032> that's<00:11:39.611> probably<00:11:41.362> the<00:11:41.539> most—<00:11:42.262> like,<00:11:43.065> if<00:11:43.226> I<00:11:43.370> could<00:11:43.708> stress<00:11:44.174> anything,<00:11:44.591> it<00:11:44.673> would<00:11:44.824> be<00:11:44.992> that.

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At<00:11:46.917> what<00:11:47.095> point<00:11:47.417> did<00:11:47.594> you<00:11:47.804> realize,<00:11:48.223> hey,<00:11:48.464> this<00:11:48.642> is<00:11:48.787> going<00:11:48.900> to<00:11:49.109> work?

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I<00:11:50.979> don't<00:11:51.188> even<00:11:51.269> know<00:11:51.430> if<00:11:51.543> it<00:11:51.672> is<00:11:51.849> working.

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I<00:11:54.805> love<00:11:55.133> that<00:11:55.298> answer.

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When<00:11:58.329> did<00:11:58.547> I<00:11:58.648> realize<00:11:59.067> this<00:11:59.251> is<00:11:59.402> going<00:11:59.503> to<00:11:59.721> work?

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Gosh,<00:12:01.588> you<00:12:01.620> know,<00:12:01.845> I<00:12:01.925> don't<00:12:02.230> think<00:12:02.406> I—<00:12:02.631> I<00:12:03.513> don't<00:12:03.689> know<00:12:03.850> that<00:12:03.994> I've<00:12:04.251> ever<00:12:04.572> really<00:12:04.876> had<00:12:05.374> like<00:12:06.095> that<00:12:06.496> certainty<00:12:07.619> of<00:12:07.699> feeling<00:12:08.421> of<00:12:08.646> like,<00:12:09.127> because<00:12:10.667> there's<00:12:10.891> always<00:12:11.084> something<00:12:11.693> else,<00:12:12.271> you<00:12:12.367> know,<00:12:12.591> it's<00:12:12.816> always<00:12:13.153> like,<00:12:13.457> okay,<00:12:14.019> for<00:12:14.179> instance,<00:12:14.901> currently<00:12:15.462> right<00:12:15.719> now,<00:12:16.184> you<00:12:16.264> know,<00:12:16.425> we're<00:12:16.521> trying<00:12:16.906> to,<00:12:18.045> you<00:12:18.125> know,<00:12:18.269> people's<00:12:18.686> shopping<00:12:19.392> behaviors<00:12:20.050> have<00:12:20.210> changed<00:12:21.317> and<00:12:21.477> it's<00:12:21.718> gone<00:12:21.974> to<00:12:22.119> a<00:12:22.279> lot<00:12:22.456> more<00:12:22.760> online.

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And<00:12:23.659> people,<00:12:24.364> you<00:12:24.396> know,<00:12:24.942> used<00:12:25.182> to<00:12:25.327> be<00:12:25.487> as<00:12:25.599> a<00:12:25.744> brand,<00:12:26.129> well,<00:12:26.225> there<00:12:26.369> used<00:12:26.610> to<00:12:26.642> not<00:12:26.786> be<00:12:26.931> an<00:12:27.027> internet,<00:12:27.524> so<00:12:27.749> you<00:12:27.893> couldn't<00:12:28.150> be<00:12:28.310> D2C.

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For<00:12:29.112> one<00:12:29.337> thing,<00:12:29.658> you<00:12:29.851> know,<00:12:29.995> direct-to-consumer.

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But<00:12:32.468> now<00:12:32.725> there<00:12:32.949> is.

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And,<00:12:34.089> you<00:12:34.170> know,<00:12:34.266> so<00:12:34.410> for<00:12:34.555> instance,<00:12:34.876> I<00:12:34.972> think<00:12:35.133> we<00:12:35.213> were<00:12:35.293> a<00:12:35.374> little<00:12:35.679> late<00:12:35.855> to<00:12:36.016> the<00:12:36.096> game<00:12:36.417> with<00:12:36.578> that<00:12:36.819> one.

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So<00:12:38.408> it's<00:12:38.970> always<00:12:39.163> something.

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I<00:12:39.725> never<00:12:40.014> feel<00:12:40.190> like,<00:12:40.656> oh,<00:12:40.977> we've<00:12:41.218> arrived.

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Like,<00:12:42.261> this<00:12:42.438> is<00:12:42.598> definitely,<00:12:43.241> you<00:12:43.337> know,<00:12:43.963> I<00:12:44.043> never,<00:12:44.750> ever,<00:12:45.071> ever<00:12:45.312> have<00:12:45.488> that<00:12:45.585> feeling.

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And<00:12:46.114> I<00:12:46.211> wish<00:12:46.436> I<00:12:46.612> did.

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I<00:12:47.479> really<00:12:47.736> wish<00:12:48.041> I<00:12:48.137> did.

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But<00:12:48.956> I<00:12:49.036> never<00:12:49.342> do.

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I<00:12:49.984> don't<00:12:50.289> ever<00:12:50.465> experience<00:12:51.252> this<00:12:51.670> as<00:12:53.275> done<00:12:54.062> or<00:12:54.222> arrived.

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You<00:12:55.298> know,<00:12:56.067> there's<00:12:56.725> been<00:12:56.949> certain<00:12:57.302> moments,<00:12:57.992> I<00:12:58.088> suppose,<00:12:58.649> where<00:12:58.809> I<00:12:59.034> try<00:12:59.210> to<00:12:59.354> remind<00:12:59.611> myself<00:13:00.092> like,<00:13:00.717> all<00:13:00.749> right,<00:13:00.974> this<00:13:01.214> is<00:13:01.375> one<00:13:01.535> of<00:13:01.599> those<00:13:01.840> times,<00:13:02.401> you<00:13:02.481> know,<00:13:02.722> you<00:13:02.818> should<00:13:03.042> celebrate,<00:13:03.700> you<00:13:03.780> know,<00:13:04.101> reaching<00:13:04.469> $100<00:13:04.822> million<00:13:05.127> in<00:13:05.223> sales,<00:13:05.928> you<00:13:05.961> know,<00:13:06.730> or,<00:13:07.147> you<00:13:07.227> know,<00:13:07.291> I<00:13:07.388> mean,<00:13:07.772> we're<00:13:08.831> way<00:13:09.007> north<00:13:09.328> of<00:13:09.456> that<00:13:09.713> now.

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But,<00:13:10.434> you<00:13:10.514> know,<00:13:10.675> like<00:13:10.835> there<00:13:10.995> are<00:13:11.075> moments<00:13:11.540> you<00:13:11.637> should<00:13:11.813> celebrate,<00:13:12.919> but<00:13:13.465> it's<00:13:13.641> hard<00:13:14.058> to<00:13:14.138> celebrate<00:13:15.068> as<00:13:15.308> like<00:13:15.485> a<00:13:15.549> founder<00:13:16.687> because<00:13:17.393> you're<00:13:17.489> never<00:13:17.810> really<00:13:18.291> done,<00:13:19.173> I<00:13:19.253> guess,<00:13:19.814> unless<00:13:20.135> you<00:13:20.279> completely<00:13:21.434> sell<00:13:21.802> the<00:13:21.898> brand.

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But<00:13:22.444> even<00:13:22.764> then,<00:13:23.662> I<00:13:23.743> would<00:13:23.903> still<00:13:24.208> be<00:13:24.368> watching,<00:13:25.411> you<00:13:25.491> know,<00:13:25.908> I<00:13:25.988> would<00:13:26.133> still—<00:13:26.550> it's<00:13:26.710> like,<00:13:27.095> it's<00:13:27.207> like<00:13:27.352> a<00:13:27.432> kid,<00:13:27.993> you<00:13:28.074> know,<00:13:28.314> it's<00:13:28.475> like,<00:13:28.635> okay,<00:13:29.116> you<00:13:29.196> know,<00:13:29.517> my<00:13:29.678> kid<00:13:29.982> got<00:13:30.223> into<00:13:30.400> college<00:13:30.961> and<00:13:31.121> is,<00:13:31.426> you<00:13:31.522> know,<00:13:32.308> oh<00:13:32.469> wait,<00:13:32.790> no,<00:13:33.030> he's<00:13:33.207> taking<00:13:33.511> time<00:13:33.768> off<00:13:33.929> and<00:13:34.009> going<00:13:34.314> to<00:13:34.410> rehab,<00:13:35.116> you<00:13:35.212> know,<00:13:35.324> like<00:13:35.517> you're<00:13:35.597> never<00:13:35.853> done.

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I<00:13:36.399> don't<00:13:36.639> know<00:13:36.672> if<00:13:36.800> you<00:13:36.832> have<00:13:36.976> kids.

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My<00:13:37.714> kids—.

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Yeah,<00:13:38.019> I<00:13:38.099> do.

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Yeah,<00:13:38.917> I<00:13:38.965> have<00:13:39.142> 4<00:13:39.366> kids.

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You<00:13:40.281> know,<00:13:40.489> I'm<00:13:40.585> just<00:13:40.810> using<00:13:41.051> it<00:13:41.163> as<00:13:41.307> an<00:13:41.404> example.

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You<00:13:42.286> know,<00:13:42.526> it's<00:13:42.735> like<00:13:42.895> you<00:13:42.976> never<00:13:43.457> stop<00:13:43.778> worrying<00:13:43.970> about<00:13:44.275> them.

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You're<00:13:44.708> never<00:13:44.997> done<00:13:45.237> parenting.

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I<00:13:46.537> feel<00:13:46.745> like<00:13:46.922> that's<00:13:47.162> kind<00:13:47.403> of<00:13:47.724> like,<00:13:48.125> that's<00:13:48.429> what<00:13:48.526> it<00:13:48.670> feels<00:13:49.007> like<00:13:49.312> building<00:13:49.649> a<00:13:49.729> brand<00:13:50.210> for<00:13:50.354> me.

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For<00:13:50.982> me.

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How<00:13:52.546> has<00:13:53.686> manufacturing<00:13:54.582> changed<00:13:54.940> since<00:13:55.249> you<00:13:55.396> started?

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How<00:13:58.076> has<00:13:58.318> it<00:13:58.399> changed?

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Well,<00:13:59.191> it's<00:13:59.272> just<00:13:59.449> gotten,<00:14:00.177> you<00:14:00.257> know,<00:14:01.065> it's<00:14:01.696> just<00:14:01.890> evolved<00:14:02.584> from<00:14:03.974> the<00:14:04.055> first<00:14:04.443> freeze<00:14:04.718> dryer<00:14:05.348> that<00:14:06.539> I<00:14:07.021> bought.

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Well,<00:14:08.708> you<00:14:08.804> couldn't<00:14:09.029> find<00:14:09.351> freeze<00:14:09.768> dryers.

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Like<00:14:10.475> freeze<00:14:10.716> drying,<00:14:11.038> by<00:14:11.198> the<00:14:11.279> way,<00:14:11.375> is<00:14:11.536> a<00:14:11.600> method<00:14:11.954> of<00:14:12.259> preserving<00:14:12.821> food<00:14:13.078> so<00:14:13.303> that<00:14:13.464> it's<00:14:13.946> shelf<00:14:14.219> stable,<00:14:14.974> but<00:14:15.071> it's<00:14:15.280> still<00:14:15.475> raw.

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And<00:14:17.334> 20<00:14:17.660> years<00:14:17.905> ago<00:14:18.150> when<00:14:18.248> I<00:14:18.313> was<00:14:18.476> looking<00:14:18.720> for<00:14:18.900> a<00:14:18.965> freeze<00:14:19.242> dryer,<00:14:19.946> whatever<00:14:20.203> it<00:14:20.284> was,<00:14:20.910> 18<00:14:21.247> years<00:14:21.488> ago,<00:14:23.336> they<00:14:23.497> were—<00:14:23.722> you<00:14:23.818> couldn't<00:14:24.059> really<00:14:24.300> find<00:14:24.621> them,<00:14:25.408> certainly<00:14:25.746> not<00:14:25.906> in<00:14:25.987> the<00:14:26.131> US.

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And<00:14:26.870> I<00:14:26.951> certainly<00:14:27.352> didn't<00:14:27.593> feel<00:14:27.754> qualified<00:14:28.380> to<00:14:28.477> go<00:14:28.637> and<00:14:28.782> buy<00:14:28.959> them<00:14:29.184> in<00:14:29.441> Europe<00:14:29.842> and<00:14:29.987> then<00:14:30.164> not<00:14:30.389> have<00:14:30.630> anybody<00:14:30.967> that<00:14:31.128> could<00:14:31.288> maintain<00:14:31.754> it.

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So<00:14:32.011> I<00:14:32.091> was<00:14:32.252> calling<00:14:32.654> around<00:14:33.120> and<00:14:33.843> I<00:14:33.923> found<00:14:34.324> these,<00:14:35.063> these<00:14:35.304> guys<00:14:36.011> in<00:14:36.509> the<00:14:37.088> middle<00:14:37.489> of<00:14:38.132> somewhere<00:14:38.517> in<00:14:38.678> Minnesota,<00:14:39.401> like<00:14:39.626> way,<00:14:39.947> way<00:14:40.204> up<00:14:40.365> north.

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And<00:14:41.795> they<00:14:41.891> were<00:14:41.988> freeze<00:14:42.534> drying,<00:14:43.096> they<00:14:43.241> were<00:14:43.321> doing<00:14:43.498> like<00:14:43.723> taxidermy<00:14:45.329> and<00:14:45.490> flowers,<00:14:46.213> freeze<00:14:46.405> drying,<00:14:46.775> like<00:14:46.920> you<00:14:47.048> know,<00:14:47.336> dried<00:14:47.609> flowers<00:14:48.154> or<00:14:48.218> something.

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And<00:14:49.276> I<00:14:49.356> went<00:14:49.516> to<00:14:49.613> them<00:14:49.757> and<00:14:49.837> I<00:14:49.853> said,<00:14:50.142> you<00:14:50.174> know,<00:14:50.382> I<00:14:50.398> like,<00:14:51.200> could<00:14:51.424> you<00:14:51.761> build<00:14:52.001> a<00:14:52.161> really<00:14:52.642> big<00:14:52.803> freeze<00:14:53.203> dryer<00:14:53.668> because<00:14:53.925> I<00:14:53.941> need<00:14:54.165> to,<00:14:54.726> you<00:14:54.822> know,<00:14:54.919> make<00:14:55.832> pet<00:14:56.009> food<00:14:56.249> in<00:14:56.393> it.

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And<00:14:57.371> they<00:14:57.515> were<00:14:57.612> like,<00:14:57.852> yeah,<00:14:58.109> no<00:14:58.397> problem,<00:14:58.798> no<00:14:58.958> problem.

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And<00:15:00.593> I<00:15:00.657> mean,<00:15:00.898> that<00:15:01.202> it<00:15:01.299> was<00:15:01.539> a<00:15:01.603> problem.

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Let<00:15:02.260> me<00:15:02.341> tell<00:15:02.565> you,<00:15:02.821> I<00:15:02.902> mean,<00:15:03.206> it<00:15:03.302> was<00:15:03.543> a<00:15:03.607> problem.

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These<00:15:04.328> guys<00:15:04.649> like<00:15:05.050> they<00:15:05.146> would<00:15:05.290> take<00:15:05.531> off<00:15:05.787> like<00:15:05.947> for<00:15:06.172> the<00:15:06.268> first<00:15:06.508> like<00:15:06.669> if<00:15:06.765> it<00:15:06.813> was<00:15:06.973> hunting<00:15:07.390> season<00:15:08.111> or<00:15:08.272> whatever.

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And<00:15:08.753> that<00:15:08.849> was<00:15:08.993> back<00:15:09.217> when<00:15:09.298> you<00:15:09.458> had<00:15:09.714> like,<00:15:10.179> you<00:15:10.211> know,<00:15:10.340> and<00:15:10.388> I<00:15:10.420> don't<00:15:10.756> know<00:15:10.820> if<00:15:10.981> you<00:15:11.013> remember,<00:15:11.317> like<00:15:11.542> you<00:15:11.638> could<00:15:12.055> star<00:15:12.520> 67<00:15:13.706> or<00:15:13.882> like,<00:15:14.828> you<00:15:14.988> know,<00:15:15.101> like<00:15:15.245> because<00:15:15.549> they<00:15:15.646> stopped<00:15:15.950> taking<00:15:16.126> my<00:15:16.271> calls<00:15:16.479> because<00:15:16.752> I<00:15:16.768> would<00:15:16.928> call<00:15:17.168> every<00:15:17.409> day<00:15:18.050> because<00:15:18.307> my<00:15:18.611> plan<00:15:18.836> Ant<00:15:19.076> opened,<00:15:19.717> um,<00:15:20.214> the,<00:15:20.439> you<00:15:20.471> know,<00:15:20.615> the<00:15:20.695> small<00:15:21.160> one,<00:15:21.497> the<00:15:21.641> 13,000<00:15:22.218> square<00:15:22.442> feet,<00:15:23.164> on<00:15:23.340> January<00:15:24.142> 1st,<00:15:24.606> whatever<00:15:24.751> it<00:15:24.783> was,<00:15:24.943> 2006<00:15:25.584> or<00:15:25.728> 2007,<00:15:26.482> I've<00:15:26.690> blacked<00:15:27.027> it<00:15:27.171> out.

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And,<00:15:28.614> um,<00:15:29.175> no<00:15:29.335> freeze<00:15:29.592> dryer.

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And<00:15:30.874> the<00:15:31.099> bank<00:15:31.355> would<00:15:31.579> call<00:15:31.756> me<00:15:32.076> and<00:15:32.221> they'd<00:15:32.413> say,<00:15:32.718> well,<00:15:33.279> do<00:15:33.343> you<00:15:33.439> know<00:15:33.679> what's<00:15:33.984> going<00:15:34.241> on?

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I'd<00:15:34.962> be<00:15:34.994> like,<00:15:35.138> I<00:15:35.202> don't<00:15:35.459> know.

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I<00:15:36.084> would<00:15:36.228> call<00:15:36.485> these<00:15:36.645> guys<00:15:37.046> and<00:15:37.126> it<00:15:37.270> was<00:15:37.366> like<00:15:37.511> the<00:15:37.671> first<00:15:37.927> day<00:15:38.088> of<00:15:38.168> hunting<00:15:38.585> season.

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You<00:15:39.450> couldn't<00:15:39.755> reach<00:15:40.011> them,<00:15:40.412> right?

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And,<00:15:41.919> and<00:15:41.999> I<00:15:42.015> would<00:15:42.159> be<00:15:42.256> like,<00:15:42.576> guys,<00:15:43.282> where<00:15:43.522> the<00:15:43.618> hell<00:15:43.923> are<00:15:44.099> you?

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And<00:15:44.580> where<00:15:44.901> is<00:15:45.061> my<00:15:45.381> freeze<00:15:45.766> dryer?

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And<00:15:46.744> so<00:15:46.904> they<00:15:47.049> would<00:15:47.225> like,<00:15:47.449> they<00:15:47.546> wouldn't<00:15:47.818> take<00:15:47.930> my<00:15:48.026> calls<00:15:48.507> after<00:15:48.748> a<00:15:48.812> while,<00:15:49.293> but<00:15:49.389> then<00:15:49.549> I<00:15:49.694> would<00:15:49.854> like<00:15:49.966> star,<00:15:50.527> you<00:15:50.720> I<00:15:50.721> think<00:15:51.220> it<00:15:51.221> was<00:15:51.400> Star<00:15:51.600> 69.

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I<00:15:52.140> don't<00:15:52.280> remember<00:15:52.520> which<00:15:52.800> one,<00:15:53.000> or<00:15:53.240> Star<00:15:53.360> 67.

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I<00:15:54.081> think<00:15:54.082> it<00:15:54.180> was<00:15:54.260> Star<00:15:54.540> 69,<00:15:55.080> yeah.

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Actually,<00:15:56.560> I<00:15:56.720> don't<00:15:56.820> know,<00:15:57.240> but<00:15:57.340> I<00:15:58.080> know<00:15:58.260> exactly<00:15:58.500> what<00:15:58.640> you're<00:15:58.800> talking<00:15:58.880> about.

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Yeah,<00:15:59.520> you<00:15:59.800> could<00:15:59.960> dial<00:16:00.260> first<00:16:00.840> and<00:16:01.060> then<00:16:01.400> you<00:16:01.900> wouldn't<00:16:02.120> recognize<00:16:02.600> the<00:16:02.840> incoming<00:16:03.320> number.

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They<00:16:03.960> wouldn't<00:16:04.200> recognize<00:16:04.540> that.

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That<00:16:04.821> was<00:16:04.920> the<00:16:05.040> only<00:16:05.220> way.

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But<00:16:05.740> it<00:16:05.960> was<00:16:06.100> like<00:16:06.400> May<00:16:06.700> or<00:16:06.980> June<00:16:07.480> by<00:16:07.680> the<00:16:07.820> time<00:16:07.980> these<00:16:08.200> guys<00:16:08.420> finished<00:16:08.900> this<00:16:09.340> freeze<00:16:09.560> dryer.

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But<00:16:10.321> anyway,<00:16:11.580> I<00:16:11.600> mean,<00:16:11.780> now<00:16:12.200> obviously<00:16:12.540> we<00:16:12.720> have<00:16:12.920> like,<00:16:13.320> I<00:16:13.380> don't<00:16:13.500> know<00:16:13.600> how<00:16:13.720> many<00:16:13.880> freeze<00:16:14.180> dryers<00:16:14.181> we<00:16:14.360> have.

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Do<00:16:14.920> we<00:16:15.020> have<00:16:15.280> 60?

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Like<00:16:16.460> big<00:16:17.180> freeze<00:16:17.720> dryers,<00:16:18.120> you<00:16:18.240> know?

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Like<00:16:18.660> these<00:16:18.840> are<00:16:19.020> like,<00:16:19.450> they're<00:16:19.600> maintained<00:16:20.420> and<00:16:20.640> they're<00:16:20.700> computerized<00:16:20.720> and<00:16:20.740> there's<00:16:20.760> chips<00:16:22.956> And<00:16:23.132> we've<00:16:23.293> got,<00:16:23.854> you<00:16:24.014> know,<00:16:24.255> people<00:16:24.735> that<00:16:24.976> know<00:16:25.136> what<00:16:25.297> they're<00:16:25.457> doing,<00:16:25.777> engineers.

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And,<00:16:27.060> you<00:16:27.156> know,<00:16:27.781> I<00:16:27.797> mean,<00:16:28.006> I<00:16:28.102> would<00:16:28.246> say<00:16:28.583> that<00:16:29.128> that's—<00:16:30.971> it's<00:16:31.853> evolved<00:16:32.574> from<00:16:33.215> me<00:16:33.456> calling<00:16:33.857> around<00:16:34.338> and<00:16:34.418> trying<00:16:34.674> to<00:16:34.754> get<00:16:34.851> some<00:16:35.075> used<00:16:35.396> equipment<00:16:36.758> to,<00:16:36.902> you<00:16:37.319> know,<00:16:37.560> have,<00:16:38.922> like,<00:16:39.403> you<00:16:39.547> know,<00:16:39.740> our<00:16:39.868> first<00:16:40.189> patty<00:16:41.070> maker<00:16:41.968> was<00:16:42.192> like<00:16:42.385> this<00:16:42.673> used<00:16:42.930> patty<00:16:43.266> maker.

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They<00:16:43.731> used<00:16:43.956> to<00:16:44.052> call<00:16:44.356> it<00:16:44.917> shitty,<00:16:45.270> shitty<00:16:45.735> bang<00:16:46.040> bang<00:16:46.296> because<00:16:46.841> it<00:16:47.017> would<00:16:47.178> break<00:16:47.643> down,<00:16:48.059> you<00:16:48.156> know?

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It<00:16:48.540> would<00:16:48.620> just<00:16:48.925> break<00:16:49.246> down<00:16:49.743> and<00:16:49.887> it<00:16:49.983> would<00:16:50.143> be<00:16:50.288> like,<00:16:50.688> oh<00:16:50.768> my<00:16:50.929> God,<00:16:51.346> you<00:16:51.522> know?

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Then<00:16:51.891> you<00:16:51.923> have<00:16:52.003> to<00:16:52.147> wait<00:16:52.371> for<00:16:52.532> a<00:16:52.548> part.

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Like,<00:16:53.093> I<00:16:53.109> didn't<00:16:53.413> know<00:16:53.590> about,<00:16:54.391> you<00:16:54.455> know,<00:16:54.953> preventative<00:16:55.659> maintenance.

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I<00:16:56.477> mean,<00:16:56.622> it's<00:16:57.119> just<00:16:57.344> evolved<00:16:57.905> because<00:16:58.226> like<00:16:58.483> everything<00:16:59.109> else,<00:16:59.911> the<00:17:00.152> bigger<00:17:00.489> the<00:17:00.633> brand<00:17:00.954> has<00:17:01.131> gotten,<00:17:01.692> the<00:17:01.917> better<00:17:02.174> people<00:17:03.056> that<00:17:03.217> have<00:17:03.442> come<00:17:03.682> to<00:17:03.779> play.

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And,<00:17:05.223> you<00:17:05.303> know,<00:17:06.170> there's<00:17:06.747> many<00:17:07.068> more<00:17:07.309> people<00:17:07.694> involved.

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And,<00:17:09.138> you<00:17:09.170> know,<00:17:09.395> I<00:17:09.411> don't—<00:17:10.117> that's<00:17:10.278> the<00:17:10.358> other<00:17:10.518> thing<00:17:10.679> too,<00:17:11.080> is<00:17:11.321> while<00:17:11.561> I<00:17:11.642> feel<00:17:11.882> like,<00:17:12.508> you<00:17:12.540> know,<00:17:13.022> I<00:17:13.230> get<00:17:13.872> that<00:17:14.771> I<00:17:14.851> founded<00:17:15.477> it<00:17:15.958> and,<00:17:16.279> you<00:17:16.375> know,<00:17:16.472> it's<00:17:16.680> like<00:17:16.841> having<00:17:17.114> a<00:17:17.162> child<00:17:17.515> again<00:17:17.884> too,<00:17:18.221> like<00:17:18.526> that.

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But<00:17:18.782> that<00:17:18.927> child<00:17:19.135> goes<00:17:19.328> off<00:17:19.489> into<00:17:19.665> the<00:17:19.745> world<00:17:20.371> and<00:17:20.467> that<00:17:20.628> child<00:17:20.869> is<00:17:20.949> no<00:17:21.045> longer<00:17:21.494> yours.

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Right?

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So<00:17:23.436> I<00:17:23.452> think<00:17:23.741> that<00:17:23.902> that's,<00:17:24.479> that's<00:17:25.105> how<00:17:25.426> it's<00:17:25.587> changed.

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It's<00:17:26.309> just<00:17:26.550> there's<00:17:26.807> many<00:17:27.063> smarter<00:17:27.609> people<00:17:27.994> around<00:17:28.395> that<00:17:28.508> are,<00:17:29.134> that<00:17:29.294> are<00:17:29.840> able<00:17:30.337> to<00:17:31.076> say,<00:17:31.541> okay,<00:17:32.006> you<00:17:32.087> know,<00:17:32.263> now<00:17:32.648> we<00:17:32.761> need,<00:17:33.772> um,<00:17:34.911> you<00:17:35.008> know,<00:17:35.216> I<00:17:35.313> don't<00:17:35.473> know,<00:17:35.698> just<00:17:35.938> name<00:17:36.179> the<00:17:36.276> piece<00:17:36.532> of<00:17:36.661> equipment,<00:17:37.383> you<00:17:37.463> know,<00:17:37.640> now<00:17:37.864> we<00:17:37.961> need<00:17:38.266> this,<00:17:38.603> like,<00:17:38.827> you<00:17:38.924> know,<00:17:39.020> now<00:17:39.229> you<00:17:39.325> need<00:17:39.485> to,<00:17:40.191> yeah,<00:17:40.769> this<00:17:41.235> packaging<00:17:41.668> machines.

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I<00:17:42.390> mean,<00:17:42.599> it's<00:17:43.016> completely<00:17:43.562> different.

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I<00:17:44.798> assume<00:17:45.327> like<00:17:45.809> a<00:17:45.889> lot<00:17:46.082> of<00:17:46.130> your<00:17:46.226> businesses<00:17:46.707> direct<00:17:47.044> to<00:17:47.189> consumer<00:17:48.376> Um,<00:17:48.633> at<00:17:48.729> this<00:17:48.873> point,<00:17:49.098> but,<00:17:49.595> or,<00:17:49.755> but,<00:17:50.140> or<00:17:50.237> maybe<00:17:50.477> not,<00:17:50.718> but<00:17:50.798> tell<00:17:50.974> me<00:17:51.119> how<00:17:51.423> you,<00:17:51.840> what<00:17:51.952> did<00:17:52.065> you,<00:17:52.145> who<00:17:52.257> did<00:17:52.401> you<00:17:52.482> start<00:17:52.658> selling<00:17:53.107> to<00:17:53.508> and<00:17:54.149> how<00:17:54.198> did<00:17:54.390> you<00:17:54.486> know<00:17:54.743> to<00:17:54.823> start<00:17:55.064> selling<00:17:55.448> and<00:17:55.593> how<00:17:55.689> did<00:17:55.849> you<00:17:55.913> know,<00:17:55.962> like<00:17:56.234> pricing?

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I<00:17:56.699> had<00:17:56.828> a<00:17:56.876> friend,<00:17:57.517> I<00:17:57.533> have<00:17:57.694> a<00:17:57.758> friend<00:17:58.640> who,<00:17:59.041> uh,<00:17:59.762> launched<00:18:00.163> an<00:18:00.324> incredible<00:18:01.222> consumer<00:18:01.687> product<00:18:02.023> company<00:18:02.408> called<00:18:02.585> Freshly<00:18:03.050> Picked.

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It's<00:18:03.531> like<00:18:03.771> these,<00:18:04.092> um,<00:18:04.269> really<00:18:04.509> interesting<00:18:05.070> diaper<00:18:05.391> bag<00:18:05.632> type<00:18:05.936> things.

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Anyways,<00:18:06.931> it's<00:18:07.043> a<00:18:07.139> huge<00:18:07.380> company<00:18:07.700> now,<00:18:07.877> but<00:18:07.957> she,<00:18:08.278> she<00:18:08.502> used<00:18:08.663> to<00:18:08.759> tell<00:18:08.935> me<00:18:09.080> like<00:18:09.304> she<00:18:09.400> would<00:18:09.625> do,<00:18:10.266> uh,<00:18:10.747> she<00:18:10.828> would<00:18:10.924> sew<00:18:11.245> these<00:18:11.549> in<00:18:11.581> her<00:18:11.790> living<00:18:12.111> room.

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Right.

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And<00:18:14.051> she's<00:18:14.275> like,<00:18:14.404> I'm<00:18:14.532> going<00:18:14.628> to<00:18:14.692> sell<00:18:14.869> them<00:18:14.933> for<00:18:15.157> $20.

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And<00:18:15.959> then<00:18:16.056> after<00:18:16.360> a<00:18:16.376> while<00:18:16.841> she<00:18:16.905> was<00:18:17.098> like,<00:18:17.643> ah,<00:18:18.301> I<00:18:18.381> don't,<00:18:18.670> It's<00:18:18.970> not<00:18:19.110> worth<00:18:19.310> $20.

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I'm<00:18:19.950> going<00:18:20.010> to<00:18:20.030> raise<00:18:20.290> it<00:18:20.410> to<00:18:20.590> $40.

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And<00:18:21.590> so<00:18:21.710> she<00:18:21.790> raised<00:18:21.970> it<00:18:22.130> to<00:18:22.190> $40<00:18:22.350> and<00:18:22.490> then<00:18:22.630> she's<00:18:22.850> like,<00:18:23.030> it's<00:18:23.170> not,<00:18:23.690> I<00:18:23.750> don't<00:18:24.110> want<00:18:24.270> to<00:18:24.390> do<00:18:24.510> it<00:18:24.670> for<00:18:24.750> only<00:18:24.950> $40.

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And<00:18:25.330> she<00:18:25.390> raises,<00:18:25.930> like,<00:18:26.090> that<00:18:26.310> was<00:18:26.470> how<00:18:26.630> she<00:18:26.810> did<00:18:26.930> her<00:18:27.070> pricing<00:18:27.330> model.

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By<00:18:27.630> the<00:18:27.750> way,<00:18:27.810> this<00:18:27.910> is<00:18:28.150> a<00:18:28.410> super<00:18:28.690> successful<00:18:29.130> company.

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No,<00:18:30.050> that's<00:18:30.250> how<00:18:30.390> we<00:18:30.530> all<00:18:30.730> start.

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And<00:18:31.210> I<00:18:31.410> was<00:18:31.550> going<00:18:31.750> to<00:18:31.890> say<00:18:32.010> something<00:18:32.310> about<00:18:32.610> that,<00:18:33.070> which<00:18:33.071> is<00:18:33.330> that<00:18:33.850> oftentimes<00:18:34.470> women<00:18:35.190> underestimate,<00:18:36.690> you<00:18:36.730> know,<00:18:37.230> like<00:18:37.330> the<00:18:37.830> pricing.

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And<00:18:39.690> we<00:18:39.810> don't<00:18:39.950> want<00:18:40.130> to<00:18:40.270> raise<00:18:40.510> the<00:18:40.750> prices<00:18:41.170> because<00:18:41.810> we're<00:18:42.250> afraid<00:18:42.610> to<00:18:42.790> raise<00:18:42.950> the<00:18:43.130> prices.

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So<00:18:43.590> your<00:18:43.710> friend<00:18:44.010> was,<00:18:44.670> you<00:18:44.710> know,<00:18:44.950> it<00:18:44.990> sounded<00:18:45.170> like<00:18:45.390> that's<00:18:45.590> when<00:18:45.710> she<00:18:45.830> was<00:18:46.010> small<00:18:46.350> and<00:18:46.550> she<00:18:46.670> was<00:18:46.830> in<00:18:46.890> her<00:18:47.010> living<00:18:47.270> room.

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But<00:18:47.666> she<00:18:47.827> was<00:18:47.923> still<00:18:48.148> a<00:18:48.244> little<00:18:48.469> ahead<00:18:48.661> of<00:18:48.725> her<00:18:48.870> time<00:18:50.089> because<00:18:50.314> she<00:18:50.426> was<00:18:50.571> able<00:18:50.812> to<00:18:50.892> do<00:18:51.052> that.

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And<00:18:52.256> I<00:18:52.336> would<00:18:52.480> say<00:18:52.801> that<00:18:53.042> I<00:18:53.138> was<00:18:53.363> coming<00:18:53.684> out<00:18:53.780> of<00:18:53.844> the<00:18:53.925> fashion<00:18:54.326> industry,<00:18:54.743> so<00:18:55.048> I<00:18:55.144> was<00:18:55.610> already<00:18:56.091> used<00:18:56.428> to<00:18:57.295> that<00:18:57.535> there<00:18:57.696> would<00:18:57.872> be,<00:18:58.354> you<00:18:58.450> know,<00:18:58.675> there's<00:18:58.980> your<00:18:59.140> cost<00:18:59.894> and<00:19:00.039> then<00:19:00.279> there's<00:19:00.520> your<00:19:00.681> wholesale.

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And<00:19:01.788> then,<00:19:02.350> you<00:19:02.382> know,<00:19:02.542> so<00:19:02.751> I<00:19:02.847> was<00:19:03.152> used<00:19:03.553> to<00:19:04.596> thinking<00:19:04.869> about,<00:19:06.377> you<00:19:06.474> know,<00:19:06.618> pricing<00:19:07.501> like<00:19:07.741> that.

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I<00:19:08.303> knew<00:19:08.480> that<00:19:08.785> there<00:19:08.929> was<00:19:09.202> a<00:19:09.330> cost<00:19:09.828> and<00:19:09.972> then<00:19:10.068> you<00:19:10.149> had<00:19:10.229> to<00:19:10.309> make<00:19:10.534> money<00:19:10.855> on<00:19:11.015> that.

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And<00:19:11.513> then,<00:19:11.753> you<00:19:12.138> know,<00:19:12.299> in<00:19:12.475> pet<00:19:12.716> food,<00:19:13.021> you<00:19:13.101> sell<00:19:13.358> to<00:19:13.519> a<00:19:13.583> distributor.

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At<00:19:15.126> first,<00:19:15.432> I<00:19:15.513> was<00:19:15.867> selling<00:19:16.399> all<00:19:16.802> direct<00:19:17.237> to<00:19:17.366> stores,<00:19:18.510> but<00:19:18.655> then<00:19:18.816> as<00:19:18.929> it<00:19:18.993> got<00:19:19.235> bigger<00:19:19.880> and<00:19:20.041> I<00:19:20.122> would<00:19:20.267> deliver<00:19:21.169> it<00:19:21.653> in<00:19:22.781> my<00:19:23.586> little<00:19:23.828> minivan,<00:19:24.473> actually.

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Well,<00:19:25.875> first<00:19:26.100> it<00:19:26.165> was<00:19:26.310> in<00:19:26.390> taxis<00:19:26.793> and<00:19:26.874> then<00:19:26.986> it<00:19:27.051> went<00:19:27.212> to<00:19:27.293> minivan<00:19:28.985> and<00:19:29.065> then<00:19:29.210> it<00:19:29.291> went<00:19:29.387> to<00:19:29.855> a<00:19:29.935> regular<00:19:30.354> white<00:19:30.660> van.

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But<00:19:33.776> yeah,<00:19:34.056> so<00:19:35.522> what<00:19:35.670> was<00:19:35.768> the<00:19:35.834> question?

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Just<00:19:37.344> like<00:19:37.833> how<00:19:37.980> you<00:19:38.404> determine<00:19:39.219> pricing<00:19:40.018> and<00:19:40.100> also<00:19:41.256> who<00:19:41.433> to<00:19:41.513> sell<00:19:41.753> it<00:19:41.833> to,<00:19:41.994> whether<00:19:42.218> to<00:19:42.314> go<00:19:42.539> directly<00:19:42.939> to<00:19:43.036> consumers,<00:19:43.597> whether<00:19:43.757> to<00:19:43.917> go<00:19:44.158> wholesale?

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It<00:19:45.440> was<00:19:45.600> very<00:19:45.921> easy<00:19:46.178> for<00:19:46.370> me<00:19:46.562> because<00:19:46.883> there<00:19:47.043> was<00:19:47.284> no<00:19:47.444> direct-to-consumer<00:19:48.726> and<00:19:49.191> there,<00:19:49.384> you<00:19:49.608> know,<00:19:49.993> and,<00:19:50.393> and<00:19:50.746> like,<00:19:51.371> you<00:19:51.467> know,<00:19:51.916> this<00:19:52.093> was<00:19:52.269> a<00:19:52.333> type<00:19:52.590> of<00:19:52.718> product<00:19:53.760> that<00:19:54.000> you<00:19:54.096> couldn't,<00:19:54.722> you<00:19:54.834> know,<00:19:55.042> Petco<00:19:55.619> or<00:19:55.699> somebody<00:19:56.100> like<00:19:56.261> that<00:19:56.581> wasn't<00:19:56.822> gonna<00:19:57.062> take<00:19:57.286> this<00:19:57.527> product<00:19:58.024> in.

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You<00:19:58.441> know,<00:19:58.729> that<00:19:58.825> was<00:19:59.050> the<00:19:59.130> thing.

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This<00:19:59.787> was<00:20:00.188> years<00:20:00.749> and<00:20:01.134> years<00:20:01.647> of<00:20:01.775> having<00:20:02.256> to<00:20:02.496> like<00:20:02.849> explain<00:20:04.099> like<00:20:04.660> why<00:20:05.398> a<00:20:05.622> raw<00:20:05.879> food<00:20:06.279> diet<00:20:06.680> is<00:20:06.921> better<00:20:07.626> and<00:20:07.802> handing<00:20:08.267> out<00:20:08.427> samples.

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And,<00:20:10.030> you<00:20:10.062> know,<00:20:10.303> so<00:20:10.511> it's<00:20:10.752> really<00:20:11.088> just<00:20:11.393> started<00:20:11.890> with<00:20:12.114> these<00:20:12.435> like,<00:20:12.996> mom<00:20:13.252> and<00:20:13.397> dad<00:20:13.653> boutiques.

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And<00:20:15.513> it's<00:20:15.721> very<00:20:15.978> similar.

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I<00:20:16.539> mean,<00:20:16.779> because<00:20:17.020> again,<00:20:17.404> I'm<00:20:17.885> referencing<00:20:18.607> my<00:20:19.119> career<00:20:20.065> in<00:20:20.290> fashion<00:20:21.107> and<00:20:21.187> that's<00:20:21.508> like,<00:20:22.069> I<00:20:22.085> mean,<00:20:23.111> we<00:20:23.207> sold<00:20:23.576> to<00:20:23.736> like,<00:20:23.896> they<00:20:23.993> weren't<00:20:24.153> called<00:20:24.554> neighborhood<00:20:25.035> pets,<00:20:25.596> but<00:20:25.756> like<00:20:25.932> sort<00:20:26.157> of<00:20:26.317> like<00:20:27.824> boutiques<00:20:28.946> and<00:20:29.988> before<00:20:30.469> we<00:20:30.565> went<00:20:30.725> into<00:20:31.367> department<00:20:31.831> stores<00:20:32.729> or<00:20:33.306> so<00:20:33.691> I<00:20:33.771> think<00:20:34.012> it<00:20:34.092> was,<00:20:34.557> I<00:20:35.534> knew<00:20:35.919> that<00:20:36.993> I<00:20:37.202> couldn't<00:20:37.458> supply<00:20:38.163> big<00:20:38.644> stores<00:20:39.317> at<00:20:39.398> the<00:20:39.526> time,<00:20:40.103> do<00:20:40.167> you<00:20:40.199> know?

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So<00:20:40.744> it<00:20:40.824> just,<00:20:41.065> it<00:20:41.225> built<00:20:41.466> like<00:20:41.786> that.

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And<00:20:43.533> again,<00:20:45.954> And<00:20:46.194> we're<00:20:46.306> not<00:20:46.530> that<00:20:46.723> much<00:20:46.915> D2C<00:20:47.460> right<00:20:47.636> now.

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Actually,<00:20:48.902> you<00:20:48.982> said,<00:20:49.191> I'm<00:20:49.303> sure<00:20:49.479> a<00:20:49.559> big<00:20:49.800> part<00:20:49.976> of<00:20:50.024> your<00:20:50.184> business<00:20:50.585> is.

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Actually,<00:20:51.578> it's<00:20:51.947> not.

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We<00:20:53.710> just<00:20:54.126> launched<00:20:54.591> that<00:20:54.848> like<00:20:55.088> just<00:20:55.312> like<00:20:55.489> a<00:20:55.505> month<00:20:55.873> ago.

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So<00:20:56.450> we're<00:20:56.594> like<00:20:56.995> late<00:20:57.235> to<00:20:57.348> the<00:20:57.412> game,<00:20:58.053> you<00:20:58.149> know,<00:20:58.437> but<00:20:59.495> we<00:20:59.655> really<00:21:00.040> grew<00:21:00.360> up<00:21:00.697> in<00:21:00.857> neighborhood<00:21:01.338> pet<00:21:02.043> and,<00:21:02.844> you<00:21:02.924> know,<00:21:03.021> but<00:21:03.245> like<00:21:03.405> that's<00:21:03.613> not—<00:21:04.222> people<00:21:04.543> want<00:21:04.687> to<00:21:04.767> shop,<00:21:05.184> people<00:21:05.424> want,<00:21:05.969> you<00:21:06.049> know,<00:21:07.748> different<00:21:07.988> options<00:21:08.629> now.

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And<00:21:09.190> like,<00:21:09.495> you<00:21:09.591> know,<00:21:09.751> a<00:21:09.815> lot<00:21:09.976> of<00:21:10.008> people<00:21:10.472> don't<00:21:10.713> want<00:21:10.857> to<00:21:10.889> spend<00:21:11.193> their<00:21:11.338> Saturday<00:21:11.899> running<00:21:12.219> errands.

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They<00:21:12.956> want<00:21:13.149> to<00:21:13.261> just<00:21:13.597> order<00:21:13.838> it<00:21:13.982> online.

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And<00:21:15.120> so<00:21:15.424> you<00:21:15.584> just<00:21:15.761> kind<00:21:15.985> of,<00:21:16.290> It's<00:21:16.467> like,<00:21:16.870> you<00:21:16.902> know,<00:21:17.289> I<00:21:17.434> think<00:21:17.596> it's<00:21:17.757> just<00:21:18.079> really<00:21:18.821> evolved<00:21:19.692> over<00:21:19.869> time.

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And<00:21:20.675> maybe<00:21:20.917> it<00:21:20.998> was<00:21:21.385> easier<00:21:22.126> 20<00:21:22.449> years<00:21:22.755> ago<00:21:22.932> because<00:21:23.239> there<00:21:23.400> just<00:21:23.577> weren't<00:21:23.803> that<00:21:23.964> many<00:21:24.110> choices,<00:21:24.949> of<00:21:25.175> course.

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You<00:21:26.483> know,<00:21:27.517> what<00:21:27.646> does<00:21:27.791> a<00:21:27.920> typical<00:21:28.324> day<00:21:28.485> look<00:21:28.647> like<00:21:28.824> for<00:21:28.986> you<00:21:29.083> now?

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Um,<00:21:32.573> well,<00:21:32.815> it<00:21:32.896> really<00:21:33.089> depends<00:21:33.558> on<00:21:33.703> the<00:21:33.800> day.

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Um,<00:21:35.641> I<00:21:35.738> stepped<00:21:36.126> back<00:21:36.449> in<00:21:36.772> as<00:21:37.031> CEO<00:21:38.064> not<00:21:38.307> that<00:21:38.484> long<00:21:38.727> ago,<00:21:39.130> like<00:21:39.373> maybe,<00:21:40.277> I<00:21:40.310> don't<00:21:40.613> know,<00:21:40.950> 6<00:21:41.421> months<00:21:41.691> ago.

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For<00:21:42.381> instance.

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But,<00:21:43.484> um,<00:21:43.922> of<00:21:44.051> course,<00:21:44.311> I—<00:21:44.554> when<00:21:44.716> I<00:21:45.040> founded<00:21:45.430> it,<00:21:45.754> you<00:21:45.786> know,<00:21:46.337> I<00:21:46.419> guess<00:21:46.564> you<00:21:46.662> could—<00:21:47.148> I<00:21:47.229> never<00:21:47.391> called<00:21:47.635> myself<00:21:47.975> a<00:21:48.024> CEO<00:21:48.526> because<00:21:49.159> CEO<00:21:49.580> of<00:21:49.742> what?

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Um,<00:21:51.307> um,<00:21:52.423> but,<00:21:53.069> um,<00:21:56.384> oh<00:21:56.481> gosh,<00:21:56.902> I'm<00:21:57.047> sorry,<00:21:57.451> you're<00:21:57.516> gonna<00:21:57.613> have<00:21:57.759> to<00:21:57.856> edit<00:21:58.017> that<00:21:58.179> part<00:21:58.405> because<00:21:58.583> I<00:21:58.648> already<00:21:58.890> forgot<00:21:59.149> the<00:21:59.214> question.

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What<00:21:59.861> was<00:22:00.038> it?

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No,<00:22:00.604> no,<00:22:00.830> just<00:22:01.072> like,<00:22:01.314> what<00:22:01.492> is<00:22:01.653> your—<00:22:01.896> what<00:22:01.992> does<00:22:02.073> a<00:22:02.138> typical<00:22:02.541> day<00:22:02.767> look<00:22:02.929> like<00:22:03.171> for<00:22:03.235> you?

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Oh,<00:22:03.397> a<00:22:03.429> typical<00:22:03.817> day.

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God,<00:22:05.189> a<00:22:05.270> typical<00:22:05.593> day<00:22:05.996> could<00:22:06.158> be<00:22:06.335> anything.

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Um,<00:22:07.288> a<00:22:07.368> typical<00:22:07.707> day<00:22:09.187> Really<00:22:09.363> depends<00:22:09.764> on<00:22:09.908> what's<00:22:10.084> going<00:22:10.389> on.

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I<00:22:10.565> don't<00:22:10.805> really<00:22:11.030> have—<00:22:11.591> oh,<00:22:12.232> I<00:22:12.328> was<00:22:12.440> saying<00:22:12.729> I<00:22:12.809> stepped<00:22:13.193> back<00:22:13.514> in<00:22:13.770> as<00:22:13.866> CEO<00:22:15.357> recently<00:22:16.479> after<00:22:16.895> not<00:22:17.376> having<00:22:17.857> been<00:22:18.177> involved<00:22:18.658> in<00:22:18.738> the<00:22:18.882> day-to-day<00:22:19.780> of<00:22:19.924> the<00:22:20.020> business<00:22:20.645> for<00:22:20.822> like<00:22:21.222> 14<00:22:21.927> years,<00:22:22.488> actually.

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I<00:22:23.482> stepped<00:22:23.851> aside<00:22:24.492> because<00:22:24.812> when<00:22:24.908> we<00:22:25.068> first<00:22:25.469> brought<00:22:25.694> in<00:22:25.790> private<00:22:26.110> equity,<00:22:27.536> they<00:22:27.713> put<00:22:28.017> in<00:22:28.354> a<00:22:28.370> CEO.

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And<00:22:30.101> I<00:22:30.277> was<00:22:30.581> a<00:22:30.597> single<00:22:30.982> parent.

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I<00:22:33.081> just<00:22:33.386> let<00:22:33.562> them<00:22:34.043> do<00:22:34.187> their<00:22:34.283> thing.

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And<00:22:36.062> so<00:22:36.223> stepping<00:22:36.671> back<00:22:36.992> in<00:22:37.473> as<00:22:37.713> the<00:22:37.793> CEO<00:22:38.915> has<00:22:39.155> been<00:22:39.492> really<00:22:40.614> an<00:22:40.774> interesting<00:22:41.672> experience.

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It's<00:22:42.843> very<00:22:43.179> different<00:22:43.804> than<00:22:43.917> it<00:22:44.045> was<00:22:44.446> obviously<00:22:44.863> last<00:22:45.103> time<00:22:45.343> I<00:22:45.424> was<00:22:45.504> CEO<00:22:45.969> because<00:22:46.690> there's<00:22:47.347> teams<00:22:47.844> of<00:22:47.973> people<00:22:48.774> and<00:22:49.816> in<00:22:49.896> some<00:22:50.137> ways<00:22:50.393> it's<00:22:50.538> a<00:22:50.634> lot<00:22:51.195> easier.

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I<00:22:51.836> would<00:22:51.933> say<00:22:52.157> in<00:22:52.237> most<00:22:52.638> ways<00:22:53.039> it's<00:22:53.199> a<00:22:53.263> lot<00:22:53.520> easier<00:22:55.427> because<00:22:57.191> it<00:22:57.351> used<00:22:57.528> to<00:22:57.688> be<00:22:57.993> like<00:22:58.233> I<00:22:58.249> would<00:22:58.473> think<00:22:58.650> like,<00:22:59.115> oh,<00:22:59.451> be<00:22:59.612> so<00:22:59.868> nice<00:23:00.317> to<00:23:00.477> have,<00:23:01.135> you<00:23:01.231> know,<00:23:01.455> a<00:23:01.471> campaign<00:23:02.241> like<00:23:02.481> this.

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But<00:23:03.684> to<00:23:04.165> actually<00:23:04.582> get<00:23:04.822> to<00:23:04.982> that<00:23:05.207> point,<00:23:05.688> you<00:23:05.720> need<00:23:06.008> people<00:23:06.489> to<00:23:06.746> execute.

00:23:08.012 --> 00:23:14.305
And<00:23:08.253> I<00:23:08.285> think<00:23:08.509> a<00:23:08.670> lot<00:23:08.894> of<00:23:08.926> founders<00:23:10.124> certainly<00:23:10.514> this<00:23:10.693> is<00:23:10.839> true<00:23:11.149> myself,<00:23:12.206> we're<00:23:12.304> not<00:23:12.629> the<00:23:12.938> best<00:23:13.507> executors.

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We're<00:23:14.565> more<00:23:14.907> like<00:23:15.151> the<00:23:15.297> idea<00:23:15.801> people.

00:23:16.824 --> 00:23:21.098
So<00:23:17.338> I<00:23:17.370> spent<00:23:17.659> a<00:23:17.756> lot<00:23:17.997> of<00:23:18.029> my<00:23:18.238> day<00:23:18.334> thinking,<00:23:19.668> you<00:23:19.700> know,<00:23:19.925> I<00:23:20.070> just<00:23:20.311> think<00:23:20.665> a<00:23:20.793> lot.

00:23:21.356 --> 00:23:28.221
And,<00:23:21.950> you<00:23:22.031> know,<00:23:24.007> recently<00:23:25.132> I've<00:23:25.309> been<00:23:25.711> in<00:23:25.855> the<00:23:26.016> office<00:23:26.419> more,<00:23:26.982> but,<00:23:27.320> you<00:23:27.481> know,<00:23:27.658> it<00:23:27.706> really<00:23:27.883> depends.

00:23:28.286 --> 00:23:32.149
I<00:23:28.302> mean,<00:23:28.463> sometimes<00:23:29.558> I<00:23:29.654> do<00:23:29.815> my<00:23:29.976> best<00:23:30.282> thinking<00:23:30.604> really<00:23:30.878> like<00:23:31.489> out<00:23:31.650> on<00:23:31.747> a<00:23:31.827> hike.

00:23:32.375 --> 00:23:35.015
And<00:23:32.648> so<00:23:33.051> I'll,<00:23:33.501> you<00:23:33.534> know,<00:23:33.743> take<00:23:33.936> a<00:23:34.000> week<00:23:34.242> and<00:23:34.322> go<00:23:34.483> hiking.

00:23:35.127 --> 00:23:36.808
And<00:23:35.304> it's<00:23:35.707> not<00:23:35.820> that<00:23:35.918> I'm<00:23:36.017> not<00:23:36.347> working.

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I'm<00:23:37.154> probably<00:23:37.483> working<00:23:37.812> harder<00:23:38.158> than<00:23:38.389> ever.

00:23:38.982 --> 00:23:44.128
You<00:23:39.062> know,<00:23:39.238> it's<00:23:39.447> just<00:23:39.703> that<00:23:40.248> it's<00:23:40.505> just,<00:23:40.890> you<00:23:40.970> know,<00:23:41.210> like,<00:23:41.707> like<00:23:41.868> anything,<00:23:42.589> you<00:23:42.669> know,<00:23:42.813> you<00:23:42.990> do<00:23:43.134> what<00:23:43.214> you<00:23:43.310> have<00:23:43.471> to<00:23:43.615> do,<00:23:43.855> right?

00:23:44.593 --> 00:23:49.771
I<00:23:44.609> mean,<00:23:44.833> no<00:23:44.929> longer<00:23:45.394> down<00:23:45.779> having<00:23:46.020> to<00:23:46.100> go<00:23:46.356> down<00:23:46.597> to<00:23:46.741> the<00:23:46.837> plant<00:23:47.398> and<00:23:47.863> help,<00:23:48.264> you<00:23:48.360> know,<00:23:48.585> pack<00:23:48.905> up<00:23:49.146> orders<00:23:49.498> or<00:23:49.563> something.

00:23:49.867 --> 00:23:50.973
But<00:23:50.027> I<00:23:50.059> mean,<00:23:50.268> I've<00:23:50.444> done<00:23:50.669> that.

00:23:51.150 --> 00:23:52.095
I've<00:23:51.326> delivered<00:23:51.807> orders.

00:23:52.192 --> 00:24:09.409
I've,<00:23:52.608> you<00:23:52.705> know,<00:23:53.474> now<00:23:53.731> it's<00:23:53.971> more<00:23:54.131> about,<00:23:54.532> I<00:23:54.676> guess,<00:23:55.815> the<00:23:55.959> bigger<00:23:56.151> the<00:23:56.280> company<00:23:56.761> has<00:23:56.937> gotten,<00:23:57.562> I<00:23:57.658> think<00:23:57.963> the<00:23:58.059> more<00:23:59.406> like<00:23:59.566> a<00:23:59.598> CEO<00:24:00.223> role<00:24:00.624> is<00:24:00.784> about<00:24:01.249> inspiring,<00:24:02.532> you<00:24:02.612> know,<00:24:02.868> teams<00:24:03.510> and<00:24:03.670> making<00:24:03.910> sure<00:24:04.151> that<00:24:04.375> you<00:24:04.536> have<00:24:05.353> the<00:24:05.514> right<00:24:05.754> people<00:24:06.475> on<00:24:06.556> the<00:24:06.700> executive<00:24:07.341> team<00:24:07.854> so<00:24:08.079> they<00:24:08.239> can<00:24:08.399> drive<00:24:08.800> their<00:24:09.105> team.

00:24:09.842 --> 00:24:15.713
And<00:24:10.099> it<00:24:10.484> seems<00:24:10.869> to<00:24:11.045> me<00:24:11.350> like,<00:24:12.232> ideally,<00:24:13.114> as<00:24:13.226> a<00:24:13.275> CEO,<00:24:13.916> you<00:24:14.012> wouldn't<00:24:14.157> have<00:24:14.333> to<00:24:14.478> do<00:24:14.574> much,<00:24:15.376> right?

00:24:15.889 --> 00:24:19.081
Because<00:24:16.162> you<00:24:16.242> would<00:24:16.322> just<00:24:16.499> have<00:24:16.579> a<00:24:16.643> great<00:24:16.932> team,<00:24:17.525> and<00:24:17.621> they<00:24:17.766> would<00:24:18.183> do<00:24:18.343> what<00:24:18.487> they<00:24:18.520> need<00:24:18.744> to<00:24:18.824> do.

00:24:19.867 --> 00:24:23.299
And<00:24:20.011> I<00:24:20.188> think<00:24:20.428> that<00:24:20.589> that<00:24:21.054> should<00:24:21.310> probably<00:24:21.631> be<00:24:21.711> the<00:24:21.856> goal<00:24:22.353> of<00:24:22.433> any<00:24:22.594> good<00:24:22.770> CEO.

00:24:23.796 --> 00:24:27.774
How<00:24:24.101> are<00:24:24.342> you<00:24:24.438> liking<00:24:24.839> being<00:24:24.999> back<00:24:25.336> in<00:24:25.481> the<00:24:25.577> CEO<00:24:26.042> chair<00:24:26.908> these<00:24:27.085> past<00:24:27.309> 6<00:24:27.550> months?

00:24:29.170 --> 00:24:30.629
Some<00:24:29.410> days<00:24:29.651> are<00:24:29.795> great,<00:24:30.116> and<00:24:30.196> I<00:24:30.292> like<00:24:30.549> it.

00:24:30.677 --> 00:24:32.827
And<00:24:30.726> some<00:24:30.934> days,<00:24:31.159> I'm<00:24:31.656> like,<00:24:31.977> what<00:24:32.121> am<00:24:32.217> I<00:24:32.378> doing?

00:24:32.923 --> 00:24:34.222
What<00:24:33.051> did<00:24:33.244> I<00:24:33.340> sign<00:24:33.677> up<00:24:33.982> for?

00:24:34.623 --> 00:24:36.949
This<00:24:34.783> is<00:24:34.944> a<00:24:35.024> lot<00:24:35.329> harder<00:24:35.762> than<00:24:35.970> I<00:24:36.067> thought<00:24:36.291> it<00:24:36.323> was<00:24:36.468> going<00:24:36.612> to<00:24:36.708> be.

00:24:38.234 --> 00:24:46.785
You<00:24:38.315> know,<00:24:38.785> and<00:24:39.044> I'm<00:24:39.432> learning<00:24:40.080> because,<00:24:41.457> because<00:24:42.769> I<00:24:42.850> never<00:24:43.481> was<00:24:43.838> a<00:24:43.902> CEO<00:24:44.696> before<00:24:45.182> of<00:24:45.279> like<00:24:45.765> a<00:24:46.154> large<00:24:46.332> company.

00:24:46.979 --> 00:24:47.302
Right.

00:24:47.528 --> 00:24:48.935
And,<00:24:48.175> you<00:24:48.224> know,<00:24:48.288> I<00:24:48.304> mean,<00:24:48.515> think<00:24:48.612> about<00:24:48.903> it.

00:24:49.000 --> 00:24:53.672
I<00:24:49.080> just<00:24:49.323> told<00:24:49.630> you<00:24:49.727> my<00:24:50.034> last<00:24:50.374> job<00:24:50.924> that<00:24:51.101> wasn't<00:24:51.829> at<00:24:51.926> Stella<00:24:52.298> and<00:24:52.379> Chewy's,<00:24:52.783> I<00:24:52.864> was<00:24:53.025> fired<00:24:53.430> from.

00:24:53.769 --> 00:24:54.707
So<00:24:54.157> what<00:24:54.254> do<00:24:54.416> I<00:24:54.513> know?

00:24:58.976 --> 00:25:00.306
How<00:24:59.219> am<00:24:59.365> I<00:24:59.462> finding<00:25:00.112> it?

00:25:03.519 --> 00:25:04.298
It's<00:25:03.747> challenging.

00:25:04.782 --> 00:25:14.395
You<00:25:04.879> know,<00:25:05.200> it's<00:25:05.409> challenging<00:25:06.132> and<00:25:06.229> it's<00:25:06.454> different<00:25:06.775> now<00:25:06.968> because<00:25:07.579> like<00:25:08.061> having<00:25:08.623> 500+<00:25:09.764> employees,<00:25:10.632> like<00:25:10.809> there<00:25:10.969> are<00:25:11.194> people<00:25:11.612> that,<00:25:12.335> you<00:25:12.416> know,<00:25:12.721> like<00:25:13.139> are<00:25:13.283> depending<00:25:13.927> on<00:25:14.105> this.

00:25:14.735 --> 00:25:22.438
And<00:25:16.366> it's,<00:25:18.611> you<00:25:18.643> know,<00:25:18.788> I<00:25:18.869> think<00:25:19.047> about<00:25:19.579> other<00:25:19.822> people<00:25:20.145> a<00:25:20.161> lot<00:25:20.548> more<00:25:20.871> probably<00:25:21.598> than<00:25:21.776> I<00:25:21.921> ever<00:25:22.099> used<00:25:22.390> to.

00:25:23.299 --> 00:25:30.428
And<00:25:23.786> when<00:25:23.949> I<00:25:24.046> think<00:25:24.273> about<00:25:24.533> the<00:25:24.614> business,<00:25:25.345> it's,<00:25:28.577> it<00:25:28.739> means,<00:25:29.243> it<00:25:29.405> means<00:25:29.730> probably<00:25:30.055> even<00:25:30.298> more.

00:25:30.822 --> 00:25:31.191
I<00:25:30.902> guess.

00:25:31.608 --> 00:25:31.849
Hmm.

00:25:33.213 --> 00:25:34.239
Yeah,<00:25:33.485> that's<00:25:33.710> interesting.

00:25:34.833 --> 00:25:38.379
How<00:25:35.074> has,<00:25:35.603> how<00:25:35.715> do<00:25:35.779> you<00:25:35.876> think<00:25:36.116> about<00:25:36.437> like<00:25:36.919> economic<00:25:37.496> environment?

00:25:38.844 --> 00:25:45.518
Like,<00:25:39.469> you<00:25:39.502> know,<00:25:39.710> recently<00:25:40.191> that<00:25:41.154> inflation's<00:25:42.052> probably<00:25:42.309> still<00:25:42.550> affecting<00:25:42.935> you<00:25:43.320> in<00:25:43.416> some<00:25:43.721> respects<00:25:44.700> and<00:25:44.860> things<00:25:45.085> like<00:25:45.245> that.

00:25:45.646 --> 00:25:52.898
And<00:25:46.208> as<00:25:46.368> we're<00:25:46.464> going<00:25:46.721> into<00:25:46.866> 2025<00:25:47.812> with<00:25:47.973> a<00:25:48.053> whole<00:25:48.293> new<00:25:48.534> kind<00:25:48.711> of<00:25:48.935> economic<00:25:49.737> team<00:25:50.154> going<00:25:50.267> to<00:25:50.379> be<00:25:50.475> in<00:25:50.636> place<00:25:50.957> and<00:25:51.037> all<00:25:51.117> that<00:25:51.277> type<00:25:51.454> of<00:25:51.502> stuff,<00:25:52.064> how<00:25:52.144> do<00:25:52.224> you<00:25:52.320> forecast<00:25:52.834> that?

00:25:52.962 --> 00:25:54.005
And<00:25:53.122> how<00:25:53.219> do<00:25:53.267> you<00:25:53.508> think<00:25:53.668> about<00:25:53.925> that?

00:25:54.951 --> 00:25:55.770
I<00:25:55.032> have<00:25:55.192> no<00:25:55.369> idea.

00:25:56.010 --> 00:25:56.379
I<00:25:56.171> don't.

00:25:56.812 --> 00:26:04.749
Because<00:25:57.678> I'm<00:25:58.351> as<00:25:58.496> surprised<00:25:59.057> as<00:25:59.201> the<00:25:59.233> next<00:25:59.618> person<00:26:00.259> when,<00:26:00.644> you<00:26:00.740> know,<00:26:01.125> all<00:26:01.157> of<00:26:01.221> a<00:26:01.237> sudden<00:26:01.462> groceries—<00:26:02.119> it<00:26:02.328> feels<00:26:02.648> like<00:26:02.825> things<00:26:04.027> happen<00:26:04.364> suddenly.

00:26:04.813 --> 00:26:10.569
And<00:26:04.925> I<00:26:04.941> don't<00:26:05.149> know<00:26:05.294> if<00:26:05.390> it's<00:26:05.486> because<00:26:05.775> I'm<00:26:05.951> older,<00:26:06.753> you<00:26:06.849> know,<00:26:07.073> where<00:26:07.234> it's<00:26:07.378> like<00:26:07.779> all<00:26:07.891> of<00:26:07.955> a<00:26:07.971> sudden<00:26:08.420> groceries<00:26:08.837> are<00:26:09.013> 30%<00:26:09.719> more<00:26:09.879> expensive.

00:26:10.745 --> 00:26:14.994
And,<00:26:10.985> you<00:26:11.018> know,<00:26:11.242> like<00:26:11.787> I'm<00:26:11.899> in<00:26:11.947> New<00:26:12.108> York<00:26:12.348> sometimes<00:26:12.765> and<00:26:12.829> I'm<00:26:12.909> like,<00:26:13.086> when<00:26:13.326> did<00:26:13.422> sandwiches<00:26:14.112> become<00:26:14.368> $25?

00:26:15.635 --> 00:26:20.509
You<00:26:15.731> know,<00:26:17.319> who<00:26:17.495> can<00:26:17.671> afford<00:26:18.056> a<00:26:18.216> $30<00:26:18.778> salad,<00:26:19.723> you<00:26:19.820> know,<00:26:19.980> for<00:26:20.140> lunch?

00:26:21.022 --> 00:26:23.363
You<00:26:21.102> know,<00:26:21.567> I<00:26:21.583> mean,<00:26:22.770> I<00:26:22.866> don't<00:26:23.106> know.

00:26:23.924 --> 00:26:28.704
If<00:26:24.133> I<00:26:24.229> could<00:26:24.373> tell<00:26:24.533> you<00:26:24.774> how<00:26:26.057> how<00:26:26.314> I<00:26:26.394> think<00:26:26.699> about<00:26:27.036> it,<00:26:27.180> I<00:26:27.340> just,<00:26:27.661> I<00:26:27.822> really<00:26:28.175> don't<00:26:28.464> know.

00:26:29.025 --> 00:26:31.977
I<00:26:29.105> mean,<00:26:29.908> I'm<00:26:30.309> as<00:26:30.565> concerned<00:26:31.047> as<00:26:31.207> the<00:26:31.287> next<00:26:31.608> person.

00:26:32.491 --> 00:26:38.876
You<00:26:32.571> know,<00:26:33.052> I<00:26:33.133> think<00:26:33.534> that,<00:26:34.480> you<00:26:34.512> know,<00:26:34.721> you<00:26:34.897> could,<00:26:36.101> in<00:26:36.245> pet<00:26:36.502> food,<00:26:36.743> they<00:26:36.839> say<00:26:37.160> it's<00:26:37.304> very<00:26:37.609> bifurcated,<00:26:38.491> right?

00:26:39.935 --> 00:26:57.061
It's<00:26:40.337> the<00:26:40.978> people<00:26:41.235> are<00:26:41.716> looking<00:26:41.957> for<00:26:42.053> more<00:26:42.358> value<00:26:43.080> now,<00:26:43.802> but<00:26:43.963> then<00:26:44.123> the<00:26:44.284> really<00:26:44.524> high-end<00:26:45.166> premium<00:26:45.728> pet<00:26:45.968> food,<00:26:46.835> you<00:26:46.867> know,<00:26:47.011> like<00:26:47.188> the<00:26:47.316> freeze-dried<00:26:48.680> and,<00:26:48.920> you<00:26:48.952> know,<00:26:49.097> some<00:26:49.322> of<00:26:49.370> these<00:26:49.578> other<00:26:49.819> brands<00:26:50.220> that<00:26:50.316> are<00:26:50.766> D2C<00:26:51.504> that<00:26:51.664> are<00:26:51.808> like<00:26:52.049> gently<00:26:52.386> cooked<00:26:52.948> and,<00:26:53.509> you<00:26:53.573> know,<00:26:54.796> they<00:26:54.958> would<00:26:55.120> be<00:26:55.265> considered<00:26:55.589> super,<00:26:55.912> super<00:26:56.171> premium.

00:26:57.206 --> 00:27:06.301
And,<00:26:58.031> you<00:26:58.193> know,<00:26:58.614> apparently<00:26:59.147> at<00:26:59.244> the<00:26:59.633> top,<00:27:00.458> you<00:27:00.539> know,<00:27:00.862> it's<00:27:01.412> those<00:27:01.590> people<00:27:01.865> still<00:27:02.140> have<00:27:02.318> money,<00:27:03.046> but<00:27:03.207> it's<00:27:03.693> the<00:27:03.774> whole<00:27:04.098> middle<00:27:04.989> that's<00:27:05.232> getting<00:27:05.540> squeezed.

00:27:06.512 --> 00:27:07.954
And<00:27:06.998> that's<00:27:07.192> a<00:27:07.322> lot<00:27:07.500> of<00:27:07.581> people.

00:27:08.634 --> 00:27:09.654
That's<00:27:08.780> a<00:27:08.796> lot<00:27:09.023> of<00:27:09.347> people.

00:27:09.768 --> 00:27:10.789
And<00:27:09.914> that's<00:27:10.076> a<00:27:10.173> lot<00:27:10.351> of<00:27:10.416> dogs.

00:27:11.480 --> 00:27:16.220
So<00:27:11.913> I<00:27:11.994> don't,<00:27:12.379> I<00:27:12.395> don't,<00:27:12.958> if<00:27:13.102> I<00:27:13.199> had<00:27:13.359> an<00:27:13.504> answer,<00:27:14.163> I<00:27:14.388> probably<00:27:14.565> wouldn't<00:27:14.789> be<00:27:14.886> selling<00:27:15.207> dog<00:27:15.914> food.

00:27:16.477 --> 00:27:19.288
Right?

00:27:19.610 --> 00:27:22.052
How<00:27:19.770> do<00:27:19.851> you<00:27:19.947> decide,<00:27:20.365> like,<00:27:20.815> do<00:27:20.895> you<00:27:21.059> launch<00:27:21.340> new<00:27:21.489> products?

00:27:22.234 --> 00:27:23.824
How,<00:27:22.632> what<00:27:22.731> does<00:27:22.897> product<00:27:23.228> development<00:27:23.708> look<00:27:23.757> like?

00:27:25.173 --> 00:27:27.458
Product<00:27:25.575> development,<00:27:26.138> we<00:27:26.283> have<00:27:26.444> an<00:27:26.605> innovation<00:27:27.168> team.

00:27:28.133 --> 00:27:35.248
And<00:27:29.179> I<00:27:30.821> would<00:27:30.966> say,<00:27:31.754> you<00:27:31.786> know,<00:27:32.398> it's,<00:27:33.283> you<00:27:33.379> know,<00:27:33.460> we<00:27:33.927> do<00:27:34.088> consumer<00:27:34.572> research.

00:27:35.313 --> 00:27:38.391
I<00:27:35.394> mean,<00:27:35.474> now<00:27:35.635> there's<00:27:35.877> like<00:27:36.199> this<00:27:36.441> whole,<00:27:37.150> you<00:27:37.183> know,<00:27:37.392> there's<00:27:37.650> like,<00:27:37.892> what<00:27:37.956> do<00:27:38.037> they<00:27:38.134> call<00:27:38.359> it?

00:27:38.456 --> 00:27:39.310
Stage<00:27:38.923> gating.

00:27:39.487 --> 00:27:41.454
You<00:27:39.520> know,<00:27:39.649> you<00:27:39.713> have<00:27:39.810> to<00:27:39.890> stage<00:27:40.471> gate<00:27:40.696> it,<00:27:41.196> right?

00:27:41.518 --> 00:27:42.502
So<00:27:41.696> you<00:27:41.905> call<00:27:41.986> it<00:27:42.034> stage<00:27:42.405> gate.

00:27:42.954 --> 00:27:43.115
Yeah.

00:27:44.003 --> 00:27:48.215
Where<00:27:44.342> it's<00:27:44.487> like<00:27:44.729> you<00:27:44.826> might<00:27:44.987> have<00:27:45.213> an<00:27:45.294> idea<00:27:46.182> and<00:27:46.359> then<00:27:46.585> it's<00:27:46.746> like,<00:27:47.069> okay,<00:27:47.473> but<00:27:47.715> does<00:27:47.892> it<00:27:48.037> cut?

00:27:48.844 --> 00:27:51.265
Do<00:27:48.941> we<00:27:49.086> have<00:27:49.248> permission<00:27:50.394> from<00:27:50.732> our<00:27:50.878> consumer?

00:27:51.656 --> 00:27:52.281
To<00:27:51.768> make<00:27:52.073> this.

00:27:52.939 --> 00:28:05.256
And<00:27:53.051> I<00:27:53.196> think<00:27:53.436> that<00:27:53.596> we've<00:27:53.837> made<00:27:54.158> mistakes<00:27:55.842> as<00:27:55.938> a<00:27:56.002> company<00:27:56.724> that<00:27:56.948> way,<00:27:57.686> where<00:27:58.472> we've<00:27:58.712> kind<00:27:59.033> of<00:27:59.675> jumped<00:27:59.995> a<00:28:00.076> little<00:28:00.316> bit<00:28:00.477> ahead<00:28:01.278> or<00:28:01.776> thought<00:28:02.016> we<00:28:02.160> had<00:28:02.337> permission<00:28:03.043> in<00:28:03.123> places<00:28:03.620> we<00:28:03.780> really<00:28:04.181> didn't<00:28:04.486> have<00:28:04.727> permission.

00:28:05.625 --> 00:28:18.407
And,<00:28:06.410> you<00:28:06.443> know,<00:28:06.587> there<00:28:06.667> were<00:28:07.068> times<00:28:07.533> I<00:28:07.549> think<00:28:07.709> we've<00:28:07.886> tried<00:28:08.126> to<00:28:08.207> be<00:28:08.896> too<00:28:09.073> many<00:28:09.393> things<00:28:09.859> to<00:28:10.019> too<00:28:10.195> many<00:28:10.436> people<00:28:11.077> when,<00:28:12.024> you<00:28:12.056> know,<00:28:12.505> I<00:28:12.585> mean,<00:28:13.467> and<00:28:13.563> then<00:28:13.724> we<00:28:13.804> forget<00:28:14.141> about<00:28:14.301> our<00:28:14.509> core<00:28:15.568> products,<00:28:16.113> which<00:28:16.225> is<00:28:16.370> really<00:28:16.610> the<00:28:16.691> frozen<00:28:17.332> and<00:28:17.412> the<00:28:17.557> freeze-dried<00:28:18.198> raw.

00:28:19.080 --> 00:28:20.716
And<00:28:19.240> then<00:28:19.561> we're<00:28:19.722> too<00:28:19.898> focused<00:28:20.315> over<00:28:20.523> here.

00:28:20.780 --> 00:28:25.866
So<00:28:20.924> then<00:28:21.005> you<00:28:21.101> got<00:28:21.181> to<00:28:21.261> like<00:28:21.823> turn<00:28:22.144> the<00:28:22.224> ship<00:28:22.545> around<00:28:22.946> and<00:28:23.090> say,<00:28:23.267> no,<00:28:23.748> now,<00:28:24.149> you<00:28:24.229> know,<00:28:24.711> the<00:28:24.791> focus<00:28:25.128> has<00:28:25.336> to<00:28:25.433> be<00:28:25.513> here.

00:28:26.058 --> 00:28:32.492
We<00:28:26.155> can't,<00:28:26.620> you<00:28:26.652> know,<00:28:26.893> so<00:28:27.133> it's,<00:28:27.438> it's,<00:28:28.240> it's,<00:28:29.845> it's,<00:28:30.390> it's<00:28:30.952> ever-evolving,<00:28:31.995> I<00:28:32.075> would<00:28:32.187> say.

00:28:33.936 --> 00:28:35.973
How<00:28:34.578> do<00:28:34.642> you<00:28:34.818> think<00:28:34.995> about<00:28:35.364> AI<00:28:35.845> at<00:28:35.925> all?

00:28:36.102 --> 00:28:38.155
Is<00:28:36.246> AI<00:28:36.487> helping<00:28:36.904> in<00:28:36.968> the<00:28:37.048> manufacturing<00:28:37.947> thing?

00:28:38.252 --> 00:28:39.728
Is<00:28:38.348> that<00:28:38.508> changing<00:28:38.990> anything<00:28:39.311> so<00:28:39.535> far?

00:28:40.193 --> 00:28:41.364
Yeah,<00:28:40.738> not<00:28:41.059> yet.

00:28:42.744 --> 00:28:43.562
Well,<00:28:42.840> not<00:28:43.001> that<00:28:43.145> I<00:28:43.241> know<00:28:43.482> of.

00:28:43.867 --> 00:28:49.593
For<00:28:44.027> all<00:28:44.124> I<00:28:44.204> know,<00:28:44.509> like,<00:28:44.749> you<00:28:44.846> know,<00:28:45.327> it<00:28:45.471> is,<00:28:46.193> they're<00:28:46.370> using<00:28:46.691> some<00:28:47.092> pieces<00:28:47.573> of<00:28:47.669> it<00:28:47.797> maybe,<00:28:48.519> but<00:28:48.775> not<00:28:49.016> that<00:28:49.112> I<00:28:49.192> know<00:28:49.481> of.

00:28:49.673 --> 00:28:55.798
Not,<00:28:50.042> not,<00:28:51.181> not<00:28:51.726> that<00:28:51.822> I<00:28:51.966> can<00:28:52.127> see,<00:28:52.543> and<00:28:52.784> not<00:28:53.008> that<00:28:53.169> I'm<00:28:53.345> using,<00:28:54.452> um,<00:28:55.045> certainly<00:28:55.574> yet.

00:28:56.456 --> 00:28:58.540
Um,<00:28:57.258> but<00:28:57.771> I<00:28:57.835> look<00:28:57.995> forward<00:28:58.300> to<00:28:58.396> that.

00:28:59.502 --> 00:29:01.763
Yeah,<00:28:59.679> when<00:28:59.823> it's<00:28:59.983> all<00:29:00.160> robots<00:29:00.962> in<00:29:01.106> your—.

00:29:01.763 --> 00:29:05.307
Yeah,<00:29:03.190> when<00:29:03.351> somebody<00:29:03.607> could<00:29:03.687> just<00:29:03.912> read<00:29:04.152> your<00:29:04.233> mind,<00:29:05.034> right?

00:29:05.692 --> 00:29:06.862
And<00:29:05.772> then<00:29:05.916> you<00:29:06.077> don't<00:29:06.285> do<00:29:06.397> anything.

00:29:06.975 --> 00:29:24.526
Or<00:29:07.071> like,<00:29:07.520> for<00:29:07.632> instance,<00:29:08.001> I<00:29:08.017> imagine<00:29:08.578> that<00:29:08.802> there<00:29:08.899> could<00:29:09.059> be<00:29:09.219> like<00:29:09.540> places<00:29:10.085> where<00:29:10.165> you<00:29:10.262> could<00:29:10.406> just<00:29:10.582> pull<00:29:10.967> up<00:29:11.143> and<00:29:11.288> like<00:29:11.705> they<00:29:11.849> could<00:29:12.025> rewire<00:29:12.747> your<00:29:12.907> brain<00:29:13.468> and<00:29:13.613> you'd<00:29:13.789> feel<00:29:14.030> better,<00:29:14.575> and<00:29:14.671> then<00:29:15.072> pull<00:29:15.313> away<00:29:15.778> and<00:29:15.875> go<00:29:16.035> about<00:29:16.276> your<00:29:16.436> day<00:29:16.918> and<00:29:17.062> you'd<00:29:17.223> be<00:29:17.399> like,<00:29:17.881> I<00:29:17.913> don't<00:29:18.057> know,<00:29:18.282> 50<00:29:19.004> IQ<00:29:20.770> points<00:29:21.155> smarter<00:29:21.653> and<00:29:21.877> like<00:29:22.375> no<00:29:22.455> longer<00:29:22.921> depressed<00:29:23.579> or<00:29:23.884> whatever,<00:29:24.365> you<00:29:24.461> know.

00:29:24.943 --> 00:29:26.468
Yeah,<00:29:25.489> that<00:29:25.745> sounds<00:29:25.986> incredible.

00:29:26.564 --> 00:29:29.276
I<00:29:26.580> don't<00:29:26.692> know<00:29:26.853> what's<00:29:27.045> ahead<00:29:27.286> of<00:29:27.431> us,<00:29:27.752> but<00:29:27.992> I<00:29:28.073> suppose<00:29:28.458> our<00:29:28.618> kids<00:29:28.875> will<00:29:28.955> see.

00:29:29.902 --> 00:29:31.652
How<00:29:29.999> old<00:29:30.079> are<00:29:30.159> your<00:29:30.464> kids?

00:29:31.828 --> 00:29:38.457
I<00:29:31.925> have<00:29:32.470> a<00:29:32.807> 19-year-old,<00:29:33.915> a<00:29:34.107> 16-year-old,<00:29:35.440> a<00:29:35.712> 13-year-old,<00:29:36.419> and<00:29:36.563> I<00:29:36.643> have<00:29:36.836> a<00:29:37.317> 7-year-old.

00:29:38.971 --> 00:29:39.275
Oh<00:29:39.003> my<00:29:39.227> God.

00:29:39.388 --> 00:29:40.479
So<00:29:39.532> we're<00:29:40.014> in<00:29:40.046> the<00:29:40.190> thick<00:29:40.367> of<00:29:40.447> it.

00:29:41.061 --> 00:29:42.357
Oh,<00:29:41.159> you<00:29:41.547> really<00:29:42.114> are.

00:29:42.454 --> 00:29:42.907
That's<00:29:42.713> interesting.

00:29:42.956 --> 00:29:45.271
I<00:29:43.004> have<00:29:43.118> a<00:29:43.166> 19-year-old,<00:29:44.251> so<00:29:45.045> yeah.

00:29:45.773 --> 00:29:46.421
Yeah,<00:29:46.162> yeah.

00:29:46.567 --> 00:29:47.668
That<00:29:46.890> could<00:29:46.988> be<00:29:47.085> the<00:29:47.214> hardest<00:29:47.554> one.

00:29:49.198 --> 00:29:50.339
Yeah,<00:29:50.242> yeah.

00:29:51.223 --> 00:29:54.405
Hey,<00:29:51.850> was<00:29:52.267> Stella<00:29:52.509> and<00:29:52.653> Chewy—<00:29:53.376> those<00:29:53.553> the<00:29:53.634> names<00:29:53.810> of<00:29:53.875> your<00:29:54.035> dogs?

00:29:54.839 --> 00:29:55.514
Yes,<00:29:55.321> yes.

00:29:56.430 --> 00:29:57.748
That<00:29:56.543> was<00:29:57.009> Stella<00:29:57.346> and<00:29:57.620> Chewy.

00:29:57.828 --> 00:30:00.320
In<00:29:57.877> fact,<00:29:59.163> this<00:29:59.339> picture<00:29:59.645> of<00:29:59.677> Stella.

00:30:00.465 --> 00:30:01.108
Well,<00:30:01.027> here.

00:30:03.197 --> 00:30:04.692
Here<00:30:03.358> they<00:30:03.583> are,<00:30:03.856> Stella<00:30:04.242> and<00:30:04.387> Chewy.

00:30:05.190 --> 00:30:06.187
Oh,<00:30:05.512> that's<00:30:05.689> incredible.

00:30:07.709 --> 00:30:08.206
Yeah.

00:30:08.351 --> 00:30:08.736
That's<00:30:08.511> so<00:30:08.591> cool.

00:30:09.634 --> 00:30:11.478
Yeah,<00:30:09.890> they<00:30:10.051> don't<00:30:10.211> live<00:30:10.452> long<00:30:10.692> enough,<00:30:11.158> you<00:30:11.190> know?

00:30:11.719 --> 00:30:13.034
Nobody's<00:30:12.072> dogs<00:30:12.377> live<00:30:12.617> long<00:30:12.858> enough.

00:30:13.243 --> 00:30:13.419
I<00:30:13.259> know.

00:30:13.580 --> 00:30:14.510
That's<00:30:14.125> the<00:30:14.382> thing.

00:30:14.943 --> 00:30:15.954
But<00:30:15.039> they<00:30:15.168> teach<00:30:15.424> us<00:30:15.585> a<00:30:15.649> lot.

00:30:16.371 --> 00:30:17.975
You<00:30:16.403> know,<00:30:16.611> they<00:30:16.707> teach<00:30:17.012> the<00:30:17.092> kids<00:30:17.301> a<00:30:17.429> lot,<00:30:17.814> right?

00:30:18.777 --> 00:30:19.691
Oh,<00:30:18.873> they're<00:30:19.033> the<00:30:19.194> very<00:30:19.434> best.

00:30:19.755 --> 00:30:23.300
I<00:30:19.819> have<00:30:19.996> a<00:30:20.076> golden<00:30:20.461> retriever<00:30:21.038> that<00:30:21.199> just<00:30:22.145> protects<00:30:22.562> the<00:30:22.722> kids.

00:30:23.364 --> 00:30:25.112
It's<00:30:24.567> unbelievable.

00:30:25.353 --> 00:30:26.219
It's<00:30:25.594> the<00:30:25.690> greatest<00:30:26.091> thing.

00:30:26.396 --> 00:30:28.096
Kids<00:30:26.957> and<00:30:27.053> dogs<00:30:27.454> go<00:30:27.615> together.

00:30:28.240 --> 00:30:29.058
That<00:30:28.433> is<00:30:28.641> for<00:30:28.802> sure.

00:30:29.379 --> 00:30:29.572
Yes.

00:30:30.085 --> 00:30:30.999
Yeah,<00:30:30.261> I<00:30:30.406> totally<00:30:30.807> agree.

00:30:32.170 --> 00:30:34.207
Finally,<00:30:32.587> we<00:30:32.892> end<00:30:33.052> every<00:30:33.229> interview<00:30:33.453> with<00:30:33.550> the<00:30:33.630> same<00:30:33.870> question.

00:30:34.496 --> 00:30:40.078
And<00:30:34.593> that<00:30:34.818> is<00:30:35.075> at<00:30:35.220> CEO.com,<00:30:36.121> we<00:30:36.282> believe<00:30:36.587> the<00:30:36.668> chances<00:30:37.167> one<00:30:37.472> gives<00:30:38.035> is<00:30:38.132> just<00:30:38.260> as<00:30:38.453> important<00:30:38.775> as<00:30:38.920> the<00:30:39.016> chances<00:30:39.418> one<00:30:39.644> takes.

00:30:40.769 --> 00:30:43.633
When<00:30:40.930> you<00:30:41.107> hear<00:30:41.332> that,<00:30:41.574> who<00:30:41.670> gave<00:30:41.912> you<00:30:42.056> a<00:30:42.137> chance<00:30:42.539> to<00:30:42.651> get<00:30:42.796> you<00:30:42.893> to<00:30:42.957> where<00:30:43.182> you<00:30:43.359> are<00:30:43.504> today?

00:30:44.880 --> 00:30:47.083
Oh<00:30:44.912> my<00:30:45.155> God,<00:30:45.981> so<00:30:46.451> many<00:30:46.759> people.

00:30:47.164 --> 00:31:11.468
I<00:30:47.261> feel<00:30:47.585> like,<00:30:47.893> I<00:30:47.925> feel<00:30:48.136> like<00:30:48.314> that<00:30:48.476> was<00:30:48.719> one<00:30:48.946> great<00:30:49.221> thing<00:30:49.464> about<00:30:49.804> moving<00:30:51.972> back<00:30:52.278> to<00:30:52.439> open<00:30:52.632> a<00:30:52.664> manufacturing<00:30:53.500> plant<00:30:54.063> in<00:30:54.224> Milwaukee<00:30:55.415> is<00:30:55.752> that<00:30:55.913> people<00:30:56.187> were<00:30:56.299> so<00:30:56.541> generous<00:30:57.200> with<00:30:57.425> their<00:30:57.522> knowledge<00:30:58.310> and,<00:30:59.034> you<00:30:59.066> know,<00:31:01.252> I<00:31:01.285> started<00:31:01.737> out<00:31:01.834> with<00:31:01.996> an<00:31:02.158> SBA<00:31:02.788> loan,<00:31:03.192> so<00:31:03.677> I<00:31:03.758> had<00:31:03.936> to<00:31:04.017> convince,<00:31:05.472> you<00:31:05.553> know,<00:31:05.779> the<00:31:05.957> SBA<00:31:06.830> and<00:31:07.412> my<00:31:07.574> first<00:31:07.897> banker<00:31:09.892> who's<00:31:10.214> still<00:31:10.793> local<00:31:11.178> here.

00:31:12.062 --> 00:31:16.386
And<00:31:12.818> I<00:31:12.866> remember<00:31:13.348> I<00:31:13.428> still<00:31:13.670> have<00:31:13.766> my<00:31:13.927> same<00:31:14.425> attorney,<00:31:15.132> my<00:31:15.229> same<00:31:15.598> first<00:31:15.936> attorney.

00:31:16.643 --> 00:31:25.757
And,<00:31:16.900> you<00:31:16.981> know,<00:31:17.190> the<00:31:17.222> first—<00:31:17.949> my<00:31:18.094> first—<00:31:18.741> those<00:31:18.983> are<00:31:19.015> the<00:31:19.161> people<00:31:19.484> that<00:31:19.646> first<00:31:20.114> believed<00:31:20.680> in<00:31:21.003> like,<00:31:21.407> oh,<00:31:21.811> you<00:31:21.989> want<00:31:22.134> to—<00:31:22.538> you<00:31:22.635> want<00:31:22.796> to,<00:31:23.524> you<00:31:23.604> know,<00:31:23.911> you<00:31:24.008> want<00:31:24.412> to<00:31:24.897> build<00:31:25.204> this<00:31:25.382> business.

00:31:25.871 --> 00:31:28.803
Okay,<00:31:26.506> here's,<00:31:27.093> you<00:31:27.174> know,<00:31:27.418> here's<00:31:27.744> what<00:31:27.907> that<00:31:28.086> would<00:31:28.233> look<00:31:28.461> like.

00:31:28.966 --> 00:31:36.745
And,<00:31:29.227> and<00:31:29.390> I<00:31:29.455> would<00:31:29.569> say<00:31:29.699> that<00:31:32.221> And<00:31:33.126> the<00:31:33.595> stores<00:31:34.079> that<00:31:34.257> we<00:31:34.338> first<00:31:34.806> sold<00:31:35.146> into<00:31:35.792> gave<00:31:36.034> us<00:31:36.196> a<00:31:36.261> chance.

00:31:37.149 --> 00:31:40.268
And<00:31:38.135> the<00:31:38.216> first<00:31:38.539> customers,<00:31:39.104> I<00:31:39.121> mean,<00:31:39.282> there<00:31:39.363> were<00:31:39.428> so<00:31:39.670> many<00:31:39.993> people.

00:31:40.316 --> 00:31:43.510
Again,<00:31:40.656> it<00:31:40.785> goes<00:31:40.963> back<00:31:41.839> to,<00:31:42.163> you<00:31:42.261> can't<00:31:42.504> build<00:31:42.682> a<00:31:42.747> brand<00:31:42.991> by<00:31:43.136> yourself.

00:31:44.045 --> 00:31:48.035
It's<00:31:44.207> like<00:31:44.515> everybody<00:31:44.807> has<00:31:45.407> to<00:31:45.505> want<00:31:45.748> to<00:31:45.813> play<00:31:46.624> or<00:31:47.029> you're<00:31:47.110> not<00:31:47.273> going<00:31:47.370> to<00:31:47.435> have<00:31:47.613> a<00:31:47.694> brand.

00:31:49.490 --> 00:31:50.405
Yeah.

00:31:50.486 --> 00:31:51.016
That's<00:31:50.727> interesting.

00:31:51.594 --> 00:31:52.654
Marie,<00:31:51.915> thank<00:31:52.156> you<00:31:52.188> so<00:31:52.397> much.

00:31:52.799 --> 00:31:54.438
Man,<00:31:53.056> it<00:31:53.120> was<00:31:53.217> incredible<00:31:53.779> to<00:31:53.859> talk<00:31:54.180> to<00:31:54.261> you.

00:31:54.582 --> 00:31:57.088
Well<00:31:54.823> done<00:31:55.144> on<00:31:55.305> everything<00:31:55.707> you've<00:31:55.932> built<00:31:56.414> and<00:31:56.590> created.

00:31:57.136 --> 00:31:59.161
It's<00:31:57.313> cool<00:31:57.554> to<00:31:57.634> see<00:31:57.859> you<00:31:57.956> back<00:31:58.213> in<00:31:58.293> the<00:31:58.373> CEO<00:31:58.839> chair.

00:32:00.558 --> 00:32:04.873
I<00:32:00.638> hope<00:32:00.815> you<00:32:00.959> enjoy<00:32:01.296> it,<00:32:01.536> and<00:32:01.761> I'm<00:32:01.921> sure<00:32:01.986> we'll<00:32:02.178> talk<00:32:02.483> again<00:32:02.755> at<00:32:02.836> some<00:32:03.124> point,<00:32:03.461> but<00:32:03.622> really,<00:32:03.926> really<00:32:04.119> appreciate<00:32:04.440> you<00:32:04.504> coming<00:32:04.744> on.

00:32:05.450 --> 00:32:06.332
Oh,<00:32:05.546> it<00:32:05.611> was<00:32:05.771> my<00:32:05.947> pleasure.

00:32:06.413 --> 00:32:06.974
Thank<00:32:06.733> you.

00:32:07.150 --> 00:32:07.920
Thank<00:32:07.375> you<00:32:07.407> so<00:32:07.616> much.