173. Revolutionizing Pet Nutrition: How Steve's Real Food Brought Raw Diets to the Mainstream

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Welcome back, pet parent.
I am really excited to bring

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today's guest to you.
Before I introduce him, I do

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want to just let you know a
little bit about what we're

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going to be talking about.
You, you know me at this point

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if you don't.
Hi, my name is Jessica.

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If this is the first time you're
listening to this podcast,

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welcome.
I am a certified canine and

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feline nutritionist, a pet
health coach and positive

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reinforcement dog trainer.
And on this podcast, we talk

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about everything holistic health
for your pets because when we

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know better, we can do better.
So we talk a lot about

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nutrition.
That's my favorite thing in the

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world to talk about.
And I love bringing on brands.

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You know how particular I am
about the guests I bring on.

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I love bringing on brands that I
feel like I align with, that I

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can bring to you to help educate
you a little bit more and why we

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do the things we do.
It's really easy to walk into

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hopefully an indie pet store and
grab something out of the

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freezer and put it in your dog
or cat's bowl.

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But the why behind what we do is
what drives me and what I want

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to put out into the world for
other people like me to continue

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learning.
Brad Clenthorne with Steve's

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Real Food is here with us today.
And Steve's Real Food has been

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around since 1998.
Is that right, Brad?

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That's absolutely right.
Yeah.

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Steve Brown created, as far as I
know, the first commercially

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available raw food diet for dogs
and cats.

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Yeah, and I've actually gotten
to meet Steve a couple of times.

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I feel like the older he gets,
the more intense he gets.

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But Brad, thank you so much for
being here.

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I would love for you to just
tell us a little bit how you got

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involved with Steve's and what
you do for the company.

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Yeah, absolutely.
So I fell into the pet industry

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by accident in 2012.
I had been working in the film

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industry and I got sick of
living out in California.

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The rest of my family was home
in Michigan.

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I was traveling all the time and
I just got sick of the industry

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too.
So I came back to Michigan for a

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reset.
Started working in a pet store.

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I always loved animals.
I grew up surrounded by them and

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I immediately saw an issue.
I saw what everyone is was

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dealing, especially 10 years ago
was dealing where every single

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pet that came into the store had
a problem.

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My dog is itchy.
My dog has allergies.

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My dog's allergic to this, My
dog's allergic to that.

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My cat throws up all the time.
My cat has diarrhea.

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You know, my cat doesn't want to
eat anything.

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I just every pet was plagued
with these issues and at the

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same time, there were 100 brands
on our shelves.

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And so it's like, why are none
of these making a difference?

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I started to discover that
switching people to different

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still it back then I was using
processed foods.

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Switching people to different
foods and up different tiers

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made a difference.
And it took me a few years

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before I realized before I
really discovered raw fresh

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food.
And at that point, I was running

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a little store in Ann Arbor, MI,
and I started studying real

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fresh food because I used to go
home every night and I would

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study food and study food and
study pets and study Physiology

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and all this stuff.
And there was something that

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just wasn't clicking.
And it wasn't until I discovered

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fresh food that that missing
piece was just filled in and I

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could stop moving people between
different kibbles and things

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like that and finding temporary
solutions.

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And instead, I discovered this
whole world of fresh food where

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these solutions would stick,
where it would really actually

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help pets.
And so from that point, I was

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still in that store, running
that store for about 5 years.

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And I, I helped hundreds of pets
at that during that time.

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It was such an amazing feeling.
And I just, I absolutely loved

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being able to make a difference
in their lives just with these

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simple ideas.
Just feed your pet real fresh

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food.
And of all the brands that I

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carried, Steve's was the one.
Steve's was the one that aligned

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with my values.
I always say you have to look

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beyond the bag.
It's not just the food in the

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bag.
It's not just the ingredients on

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the label.
It's easy to write chicken on

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1000 different bags, but what
exactly that chicken is where it

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comes from.
That chicken's journey is

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different for every single bag,
so you have to look beyond the

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bag.
And so Steve's just absolutely

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aligned with me.
But more so, it was the most

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successful brand I had in the
store.

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It was the food where I could
switch a pet onto it.

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I knew they would do well.
I knew they would transition

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onto it smoothly and I knew 8
months, 10 months, two years

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down the road that pet would be
doing great.

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And there wasn't any other brand
that I could say that about and

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at the same time really aligned
with, you know, so in 2020 I

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reached out to Steve's and I
said, hey, I would love to be

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able to touch more pets with
this.

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I have saturated this store.
I can every pet here is eating

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some form of fresh food.
And that's, that's not

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completely true, but I had, I
felt like I, I wanted a bigger

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platform and I wanted to reach
more people.

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So I got a hold of Steve's and I
said, if you ever have an

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opening, let me know.
And they said no, but then in a

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few months later, they got a
hold of me.

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And so I started working with
Steve's in 2021.

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At that point I was doing sales.
Now I do public outreach.

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And so I do everything I can to
reach people with the idea of

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feeding fresh food and not
feeding Steve's, but feeding

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fresh food.
That's the important thing.

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So I help develop the
educational programs.

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I help with all the wonderful
podcasts and, and you know,

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interviews and all of that
stuff.

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I, I just, I, I get to go out
and just talk to people about

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feeding fresh food.
And it's the best thing in the

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world because I know that I'm
helping pets and that is my, my

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mission now.
That's my life's work now is

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helping people, helping
translate that idea, being a

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voice for dogs and cats that
hey, we need some fresh food.

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We need some real stuff.
That's amazing.

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Resonate without so much, which
is why I have this podcast.

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Right.
Yeah, we had one just like this

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over at Steve's, except probably
a little less interesting.

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No, I'm sure.
Well, and I was just looking at

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there's a raw university that
Steve's has that I am

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definitely.
That was most of my job was

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developing raw you and we are so
proud of that.

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It is so cool.
Thank you for bringing it up

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too.
We brought in like some some

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amazing experts, Dr. Judy
Morgan, Dr. Ian Billinghurst,

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just some fantastic minds from
all across the pet industry and

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people who really care about
pets.

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And they came in and lended us
interviews and sound bites as

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well to help us build just this
beautiful kind of start to

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finish.
I don't know what to feed to.

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I'm one of the smartest
nutrition people in my Facebook

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group or in my family, you know,
So it was so much fun developing

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that free video course.
Awesome.

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So we brought up Steve Brown
because he founded this company

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and I, I, I, I mean, he's he and
Doctor Billinghurst.

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Both, I think are just.
The father and godfather or

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grandfather of Raw.
Yes, absolutely.

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For people who may not be
familiar with Steve and his

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story and the story of how
Steve's real food started, can

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you tell us a little bit about
that?

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So I have heard so many
different versions of this

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story.
Honestly, I'm going to tell you

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my favorite version, why there's
there's several different and

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I'm not Steve, so I can't tell
the real one, but I am pretty

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sure I heard him tell this one
before or he was.

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So he he he was the inventor of
Charlie Bear.

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He's fantastic little training
treats, very low calorie and

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that kind of really got him into
the pen industry.

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They were very successful.
And, you know, he, at the same

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time, was very interested in
formulating and he was brilliant

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when it came to he created the
biggest database at the time of

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nutritional data on ingredients.
He was just so into it.

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And so people would bring him in
to tour their companies.

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You know, they'd bring him in to
tour their dog dog food

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manufacturing facilities.
And one day he's touring a

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facility and he's got his dog,
Zack with him.

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And he pulls some kibble fresh
off the line, and it's still

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hot.
And he offers it to Zack.

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And Zack goes, Nah, that's not
food.

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He goes, wait a minute, why
won't he eat it?

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This is it's dog food.
It's fresh.

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Shouldn't you like it?
And he found out they hadn't

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sprayed on the palatability
spray yet, the spray that makes

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food actually this, you know,
processed food actually taste

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good.
It still probably tasted like

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cardboard or something like
that.

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And Zach was like, no, I don't
want any part of that.

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But they've got Steve thinking,
why are we tricking our pets

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into eating this?
And so he took all of this

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amazing knowledge that he had.
You know, he's an incredibly

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brilliant guy and he still is
today.

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And, and he took this massive,
you know, he built this massive

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nutritional database where he
had more information on

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ingredients than anyone else in
the world at the time.

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And he put all of this together
and spent, I heard it was

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something like four years
developing these fresh raw food

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formulas that are only made from
food, no added synthetic

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vitamins or minerals or anything
like that, just real food.

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And so in 1998, he launched
Steve's Real Food with the hope

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of getting that into more pets
bowls.

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And it's spreading this
education that dogs and cats

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need actual food because as it
stood, you know, 15 years ago,

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dogs were just about the OR dog.
Sorry, dogs and cats were just

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about the only animals on the
planet who were not getting some

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fresh food.
You know, you go to the pet

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store, you get a Guinea pig,
they're going to say, make sure

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to give them some fresh veggies.
Every other animal on the planet

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is eating fresh, real food
except for dogs and cats.

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That's not right.
And so he was an absolute

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pioneer in the food industry.
I think he was the one who made

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the first food designed truly
for these animals.

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Wow.
So many things came to mind when

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you were telling that story.
And so the day we're recording

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this, the day before, so
yesterday there was a huge

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congressional hearing about our
food supply here in the United

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States.
And just see such a correlation

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like we are.
Dr. Ian Billinghurst says that

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we have the most scientific
research on food for humans,

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dogs and cats.
And at the same time, humans,

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dogs and cats are the sickest
animals on the planet.

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So like.
The very worst diets, yeah.

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Yes.
And one of the things I heard

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from the congressional hearing
yesterday, which I would love to

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listen to all of it, it's just
it's too fresh.

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I haven't had a chance yet.
But one of the things that I did

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here was that we have, we have
chemists making our food in

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America.
We don't have farmers making our

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food in America.
And that is what is killing all

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of us.
So it's it to me, it's I guess

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I've been in this so long that
it's like a no brainer.

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Like, obviously we all need to
be eating real food, but that's

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not how our society is set up.
And I know back in my teens and

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20s, I was very much in the
mindset of convenience.

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And this is it.
It's they're selling it to me.

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So it's got to be fine.
And no big, you know, and not

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paying attention to how my body
actually felt and not paying

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attention to the fact that I was
literally spending my entire

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paycheck at the vet's office
every month.

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And.
It's.

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There's such a huge correlation.
So there are two things about

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Steve's real food that I think
are some of the most important

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things for us to kind of shift
our minds around to.

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Thank Fun is that it is actually
made with quality ingredients

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like you would be buying for
yourself or if you were buying

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food for your dog and it's not
made with synthetics.

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So those are like my two big
like some of the biggest issues

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I have with the highly processed
foods that most of America, most

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00:12:21,640 --> 00:12:26,040
of the, you know, first world
feeds are dogs and cats is that

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00:12:26,040 --> 00:12:30,520
I don't think people understand
the actual quality of those in

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00:12:30,520 --> 00:12:32,480
great.
Like it's very easy to watch a

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00:12:32,480 --> 00:12:35,400
commercial.
Like I don't have TVI don't I

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00:12:35,400 --> 00:12:37,680
don't have regular TV, so I
rarely see commercials.

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00:12:37,680 --> 00:12:41,240
So like if I'm in I'm in a hotel
or you know, a doctor's office

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00:12:41,240 --> 00:12:44,120
or something and I happen to see
a commercial, I'm like, what in

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00:12:44,120 --> 00:12:45,840
the world is he trying to tell
us?

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00:12:46,400 --> 00:12:49,320
It like boggles my mind.
But like I happened to see one

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00:12:49,320 --> 00:12:52,200
the other day and it was like
the first two ingredients are

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00:12:52,200 --> 00:12:53,680
real chicken.
It's like.

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00:12:54,880 --> 00:12:58,280
What about the rest of them?
Every ingredient is important.

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00:12:58,480 --> 00:13:01,440
So I was, I'm, I've been big on
this lately.

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00:13:02,040 --> 00:13:05,000
So a lot of people used to try
to figure out how do I choose a

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00:13:05,000 --> 00:13:07,200
good food, right?
And they'd say, well, look at

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00:13:07,200 --> 00:13:09,880
the first five ingredients, the
first five ingredients, that's

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00:13:09,880 --> 00:13:13,720
most of what's in the bag.
I say look at every ingredient.

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00:13:14,320 --> 00:13:17,680
OK, the first five absolutely
should be meat and organ and

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00:13:17,680 --> 00:13:19,720
some bone.
If it's uncooked, you know, it

246
00:13:19,720 --> 00:13:22,120
should be that stuff that these
pets really need.

247
00:13:22,320 --> 00:13:25,920
But everything in there should
be doing something for your pet.

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00:13:26,480 --> 00:13:29,680
You know, a lot of these starchy
potatoes, sweet potatoes, rice,

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00:13:29,680 --> 00:13:32,520
barley, this stuff that they add
that's not in there for your

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00:13:32,520 --> 00:13:34,880
pet, that's there to help it
make it through the machine at

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00:13:34,880 --> 00:13:37,000
the factory.
That has nothing to do with your

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00:13:37,000 --> 00:13:39,720
pet.
But look at every ingredient.

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00:13:40,040 --> 00:13:41,440
And I always like starting at
the bottom.

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00:13:41,960 --> 00:13:44,840
Now that's a lie.
I start at the top, of course,

255
00:13:44,840 --> 00:13:47,440
because I want to see, you know,
that there's meat in there.

256
00:13:47,880 --> 00:13:51,360
But immediately I go down to the
bottom because it is those added

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00:13:51,360 --> 00:13:54,200
vitamins and minerals that tell
you how much confidence the

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00:13:54,200 --> 00:13:56,200
company has in their
ingredients.

259
00:13:56,600 --> 00:13:59,720
That tells you how much they've
processed their ingredients.

260
00:14:00,440 --> 00:14:03,680
If you look at the bottom and
there are 20 or 30 added

261
00:14:03,680 --> 00:14:07,560
vitamins and minerals, that's
pretty much all of the essential

262
00:14:07,560 --> 00:14:09,880
ones.
That means that they think that

263
00:14:09,880 --> 00:14:12,560
the the ingredients that they
put into their food were so

264
00:14:12,560 --> 00:14:18,280
nutritionally defist deficient
that they needed to pretty much

265
00:14:18,280 --> 00:14:21,880
add everything back in.
And when you do that, sure, you

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00:14:21,880 --> 00:14:27,160
get those 20 or 30 necessary
essential nutrients, the ones

267
00:14:27,160 --> 00:14:29,760
that if you don't get, you will
die probably within a year or

268
00:14:29,760 --> 00:14:33,800
two, but you're missing out and
so much more.

269
00:14:33,960 --> 00:14:38,960
There are 20 to 30,000 naturally
occurring compounds in fresh

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00:14:38,960 --> 00:14:42,360
foods.
And when you destroy those with

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00:14:42,360 --> 00:14:45,440
heat and processing and then
more heat and more processing

272
00:14:45,440 --> 00:14:49,480
and storage and heat and
processing, you miss out on all

273
00:14:49,480 --> 00:14:51,320
of them.
You don't get any of those.

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00:14:51,640 --> 00:14:54,080
Some of those have wonderful
effects on our health.

275
00:14:54,600 --> 00:14:56,720
You know, I mean, they say eat
the rainbow, right?

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00:14:56,720 --> 00:14:59,680
Because these different, the
different things that that give

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00:14:59,680 --> 00:15:03,520
color to fruits and vegetables
also have positive effects on

278
00:15:03,520 --> 00:15:06,240
our health.
When again, when you destroy

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00:15:06,240 --> 00:15:09,200
those with heat and with
processing, you're not getting

280
00:15:09,200 --> 00:15:11,080
any of that.
Your dog or your cat, if all

281
00:15:11,080 --> 00:15:17,840
they're eating is processed
fruit, they miss out on 19,980

282
00:15:17,840 --> 00:15:21,360
possible compounds or maybe
10,000 more than that.

283
00:15:22,240 --> 00:15:26,800
You know, it's so I, I always
look at all of the ingredients.

284
00:15:27,240 --> 00:15:30,720
How many nutrients are they
replacing with man made

285
00:15:30,720 --> 00:15:33,120
nutrients?
If they're replacing a lot of

286
00:15:33,120 --> 00:15:36,240
them, it's it's heavily
processed food.

287
00:15:36,360 --> 00:15:39,120
Yeah, that's a big red flag for
me too.

288
00:15:39,120 --> 00:15:41,160
I'm just like, Nope, not doing
that at all.

289
00:15:41,240 --> 00:15:43,480
It is absolutely not on my
approved list.

290
00:15:44,320 --> 00:15:51,360
And there's also a big push
lately that the big pet food is

291
00:15:51,360 --> 00:15:54,880
trying to indoctrinate her
veterinarians with.

292
00:15:55,080 --> 00:15:58,680
They did really, really well
with the grain free like they

293
00:15:58,680 --> 00:16:02,480
did so well that that is still
there, that people are still

294
00:16:02,480 --> 00:16:04,720
passing around this mean.
I know.

295
00:16:05,240 --> 00:16:09,160
But now they're trying to.
I think at least this is what

296
00:16:09,160 --> 00:16:13,080
I'm hearing and understand
they're trying to educate

297
00:16:13,080 --> 00:16:15,840
veterinarians that the
ingredients don't matter at all.

298
00:16:17,040 --> 00:16:21,200
I heard that in the store 10
years ago it the representative

299
00:16:21,200 --> 00:16:23,520
from one of the big companies
came around and in fact I think

300
00:16:23,520 --> 00:16:26,160
they had shirts.
It was something like

301
00:16:26,320 --> 00:16:30,120
ingredients don't matter,
balance matters, ingredients do

302
00:16:30,120 --> 00:16:32,080
matter and balance matters.
They both matter.

303
00:16:32,080 --> 00:16:33,440
Both of those things are
important.

304
00:16:34,120 --> 00:16:37,360
You know, everything you put in
your body and food is the

305
00:16:37,360 --> 00:16:41,160
biggest variable.
You can put all sorts of

306
00:16:41,160 --> 00:16:45,200
different things in your body.
You know, one company years ago,

307
00:16:45,200 --> 00:16:47,800
and I've been throwing this
example around a lot, but I kind

308
00:16:47,800 --> 00:16:49,760
of hate to because it's so
overused.

309
00:16:49,760 --> 00:16:52,200
But at the same time, I, I
haven't heard it for a while.

310
00:16:52,200 --> 00:16:56,600
And Doctor Jeff Grognet,
wonderful veterinarian, he's

311
00:16:56,600 --> 00:16:58,160
doing a bunch of really cool
stuff.

312
00:16:59,520 --> 00:17:02,360
He repeated it to me recently.
And I was like, yes, I'd, I had

313
00:17:02,360 --> 00:17:04,640
forgotten about that.
But there's actually a company

314
00:17:04,640 --> 00:17:08,079
years ago that made a complete
and balanced pet food out of a

315
00:17:08,079 --> 00:17:10,560
leather boot, sawdust and motor
oil.

316
00:17:11,880 --> 00:17:12,599
You can.
You can.

317
00:17:13,040 --> 00:17:14,520
Yeah, absolutely.
And of course, you know, they

318
00:17:14,520 --> 00:17:15,960
added vitamins and minerals to
it.

319
00:17:15,960 --> 00:17:18,240
But it's not what food should be
about.

320
00:17:18,240 --> 00:17:21,119
It shouldn't be about taking
things that aren't really ideal

321
00:17:21,119 --> 00:17:26,079
for this animal and stacking
them in a way that nourishes

322
00:17:26,079 --> 00:17:27,920
that animal.
That's not what food is.

323
00:17:28,440 --> 00:17:33,400
You know, these days we kind of
think as of food as something to

324
00:17:33,400 --> 00:17:37,520
make the hungry go away, right?
I'm hungry, I need to eat to

325
00:17:37,520 --> 00:17:40,240
make that feeling go away so I
can get on with my day.

326
00:17:41,360 --> 00:17:44,360
Food is about so much more than
we have, really.

327
00:17:44,360 --> 00:17:46,360
We've kind of lost our
relationship with food, which is

328
00:17:46,360 --> 00:17:52,000
a little bit sad, obviously, but
I see a huge push nowadays, more

329
00:17:52,000 --> 00:17:55,800
and more people realizing how
important food is, how important

330
00:17:55,800 --> 00:17:59,520
ingredients are, how important
balance is, how it all comes

331
00:17:59,520 --> 00:18:02,640
together and how you just can't
replicate that in a laboratory

332
00:18:03,200 --> 00:18:06,600
on the cheap.
You know, nobody can manufacture

333
00:18:06,600 --> 00:18:09,600
what nature has been creating
for 4 billion years.

334
00:18:09,800 --> 00:18:12,640
What are we, what are we doing?
Even trying or pretending that

335
00:18:12,640 --> 00:18:15,160
we can, We can't and there's no
reason to.

336
00:18:15,160 --> 00:18:17,120
That food still grows naturally
around us.

337
00:18:17,120 --> 00:18:19,760
We haven't destroyed the
environment enough that that

338
00:18:19,760 --> 00:18:22,080
food doesn't surround us
anymore.

339
00:18:22,160 --> 00:18:24,920
We just need to turn to it.
It's there for us right now.

340
00:18:24,920 --> 00:18:25,400
I.
Love.

341
00:18:25,600 --> 00:18:30,520
I love that the optimism that
you have for that.

342
00:18:30,520 --> 00:18:32,440
We do.
We do still have the ability.

343
00:18:32,440 --> 00:18:35,240
We still have time.
To change.

344
00:18:36,080 --> 00:18:38,920
Yeah, yeah.
We believe that is our big thing

345
00:18:38,920 --> 00:18:40,200
at Steve's.
OK.

346
00:18:40,200 --> 00:18:42,360
We believe that the only way
standards will get better

347
00:18:42,360 --> 00:18:45,680
tomorrow is if we support those
who are doing better right now,

348
00:18:46,280 --> 00:18:49,120
which is why we've got our foods
really dialed in.

349
00:18:49,120 --> 00:18:51,000
We've been making these for 26
years.

350
00:18:51,000 --> 00:18:54,560
They're they're perfect.
And we've been able to turn from

351
00:18:54,560 --> 00:18:57,120
the kitchen and look outside.
I shouldn't have used the word

352
00:18:57,120 --> 00:18:58,360
perfect.
They're fantastic.

353
00:18:59,640 --> 00:19:01,960
And we we're now able to turn
from the kitchen and look

354
00:19:01,960 --> 00:19:04,880
outside and and try to figure
out how we can improve things

355
00:19:04,880 --> 00:19:09,040
because every single decision we
make, every move we make has an

356
00:19:09,040 --> 00:19:12,960
impact, sends out ripples.
And so when we buy meat from a

357
00:19:12,960 --> 00:19:15,360
regenerative farmer, from a
farmer who's working on

358
00:19:15,360 --> 00:19:19,520
regenerating the soil and making
it more hospitable for plants

359
00:19:19,520 --> 00:19:22,360
tomorrow, we're voting for that
better tomorrow.

360
00:19:22,600 --> 00:19:25,880
You know, when we're buying
produce, so it's the same grown

361
00:19:25,880 --> 00:19:29,720
by regenerative farmers, we are
voting, we're pushing right now

362
00:19:29,720 --> 00:19:32,960
for that better tomorrow, for
that tomorrow where we rely more

363
00:19:32,960 --> 00:19:35,480
on food.
And we do that with every single

364
00:19:35,480 --> 00:19:38,920
aspect of the business.
You know, are the bags that we

365
00:19:38,920 --> 00:19:41,720
put our food in are even
produced using solar power.

366
00:19:42,200 --> 00:19:44,760
They're, I think they're the 1st
in the industry to be fully

367
00:19:44,760 --> 00:19:47,760
inter sterile, certified
recyclable.

368
00:19:47,840 --> 00:19:52,240
Like every single move we make
this year we actually teamed up

369
00:19:52,240 --> 00:19:54,440
with this awesome company called
4 Ocean.

370
00:19:55,080 --> 00:19:56,520
Yeah, they're global.
Yeah.

371
00:19:56,520 --> 00:19:57,960
They're a global cleanup
company.

372
00:19:57,960 --> 00:20:01,040
They go and they pull plastics
from the ocean, from waterways,

373
00:20:01,040 --> 00:20:05,600
from rivers, from beaches, and
they pull massive tons.

374
00:20:05,600 --> 00:20:09,120
And then how they do it is they?
They set up little groups of

375
00:20:09,120 --> 00:20:12,120
people, you know, in, in these
of locals and they pay them

376
00:20:12,120 --> 00:20:14,840
really fair wages.
So they they help to lift the

377
00:20:14,840 --> 00:20:18,840
local economy at the same time,
but they're just pulling all of

378
00:20:18,840 --> 00:20:21,200
this garbage out of the ocean.
So this year we teamed up with

379
00:20:21,200 --> 00:20:26,440
them. 4000 pets who eat Steves
are plastic neutral this year.

380
00:20:26,960 --> 00:20:29,400
And we're going to keep going
until every single pet who eats

381
00:20:29,400 --> 00:20:32,480
Steves is plastic neutral.
But that's my point is it's not

382
00:20:32,480 --> 00:20:35,720
too late.
We we can make a difference.

383
00:20:35,720 --> 00:20:40,240
You know, the world is not too
late to turn around and we just

384
00:20:40,240 --> 00:20:43,680
need to find those who are doing
it and vote for them and support

385
00:20:43,680 --> 00:20:46,040
them and.
Absolutely.

386
00:20:46,720 --> 00:20:54,200
And so with Steve's before I, I,
I want to talk about HPP, that's

387
00:20:54,200 --> 00:20:58,120
a big, big topic.
But before we talk about that, I

388
00:20:58,120 --> 00:21:02,760
want to just go through what you
actually offer to consumers.

389
00:21:02,760 --> 00:21:08,200
So you have dog food and cat
food, but you have frozen raw,

390
00:21:08,200 --> 00:21:12,440
you have freeze dried.
The cat food is called Quest.

391
00:21:12,760 --> 00:21:16,160
So people are looking for
Steve's that you, you might

392
00:21:16,160 --> 00:21:18,560
actually see Quest for your
cats.

393
00:21:18,560 --> 00:21:21,640
And then there's a prey model
diet that you have.

394
00:21:21,640 --> 00:21:26,640
So can you tell me a little bit
about the product lines and and

395
00:21:27,080 --> 00:21:28,480
the offerings that you have?
Yeah.

396
00:21:28,720 --> 00:21:30,560
Absolutely.
So we're very simple.

397
00:21:30,560 --> 00:21:33,600
We don't want to inundate people
and if food when you come, when

398
00:21:33,600 --> 00:21:35,280
it comes down to a food is
pretty simple.

399
00:21:35,800 --> 00:21:40,280
We don't need 17 different tiers
of you know, gently baked

400
00:21:40,280 --> 00:21:42,920
kibble, heavily baked kibble,
all of this different stuff.

401
00:21:43,080 --> 00:21:45,640
So we're very simple, very
small.

402
00:21:45,640 --> 00:21:48,840
We have 3 lines of food and some
treats.

403
00:21:49,840 --> 00:21:54,200
And so the first line, this were
the original diets or the barf

404
00:21:54,200 --> 00:21:57,600
diets, biologically appropriate
raw foods.

405
00:21:58,400 --> 00:22:02,240
And these are designed both for
dogs and cats, which is a really

406
00:22:02,240 --> 00:22:04,120
cool thing.
These are the ones that Steve

407
00:22:04,120 --> 00:22:06,320
Brown designed years and years
and years ago.

408
00:22:07,360 --> 00:22:10,400
And those are available in
freeze dried or frozen.

409
00:22:10,400 --> 00:22:12,240
They come in seven different
flavors.

410
00:22:12,240 --> 00:22:16,920
They're 80% meat, organ and
bone, 15% awesome produce like

411
00:22:16,920 --> 00:22:19,960
broccoli, romaine lettuce,
watermelon, cantaloupe, you

412
00:22:19,960 --> 00:22:23,080
know, really cool stuff.
A lot of phytonutrients and then

413
00:22:23,080 --> 00:22:26,520
5% natural supplements.
And when I say natural

414
00:22:26,520 --> 00:22:30,000
supplements, we're not adding,
it's not like a supplement like

415
00:22:30,000 --> 00:22:33,240
you think like a pill it.
We're adding goat milk, we're

416
00:22:33,240 --> 00:22:36,800
adding kelp, we're adding chia
seed, all of these wonderful

417
00:22:36,800 --> 00:22:40,120
natural things that help to
balance the formulas.

418
00:22:40,440 --> 00:22:44,000
So those are original diets.
And again, those are for both

419
00:22:44,000 --> 00:22:48,040
dogs and cats, but we recognize
that cats really are prey model

420
00:22:48,040 --> 00:22:49,880
predators.
You know, these are, they do

421
00:22:49,880 --> 00:22:53,800
well on a prey model diet and so
that's where the Quest comes in.

422
00:22:54,040 --> 00:22:58,360
We have Quest in freeze dried
and frozen and that one comes in

423
00:22:58,360 --> 00:23:02,520
four different flavors.
That one is 95% meat, organ and

424
00:23:02,520 --> 00:23:06,640
bone and then 5% the same
supplements, you know, kelp, all

425
00:23:06,640 --> 00:23:10,280
that great stuff.
Then the third line of food we

426
00:23:10,280 --> 00:23:12,800
have is the prey model diet.
Now these are basically the same

427
00:23:12,800 --> 00:23:17,000
formulas as the Quest, they're
just only available in a 20 LB

428
00:23:17,000 --> 00:23:19,120
box of patties of frozen
patties.

429
00:23:19,920 --> 00:23:22,960
Just for those folks, those
those prey model purists who do

430
00:23:22,960 --> 00:23:25,960
want to feed a prey model diet
to their dog or want to include

431
00:23:25,960 --> 00:23:29,280
their own phytonutrients.
They say, you know what, I have

432
00:23:29,280 --> 00:23:32,400
my own fermented blend I love to
add or something like that.

433
00:23:32,640 --> 00:23:36,840
I just want a really good
balanced food that I can then

434
00:23:36,840 --> 00:23:40,480
add some stuff on top.
I really do believe that dogs do

435
00:23:40,480 --> 00:23:43,560
better on that kind of barf diet
with a little bit of the

436
00:23:43,560 --> 00:23:47,040
vegetable component.
They get tons of fantastic

437
00:23:47,080 --> 00:23:51,560
prebiotic fiber and again, you
get those phytonutrients from

438
00:23:51,560 --> 00:23:55,160
those plants.
So that's that's the three food

439
00:23:55,160 --> 00:23:58,400
lines.
And then we also have these

440
00:23:58,400 --> 00:24:03,200
really awesome protein bites.
And these are actually Howard by

441
00:24:03,200 --> 00:24:05,760
Gussie's Gut.
So we were talking about Dr. Ian

442
00:24:05,760 --> 00:24:11,000
Billinghurst before and Dr. Ian
Billinghurst and his partner Rob

443
00:24:11,000 --> 00:24:16,080
Ryan make up Gussie's Gut.
And Gussie's Gut makes this

444
00:24:16,080 --> 00:24:21,280
incredible fermented blend of
super foods for dogs and you can

445
00:24:21,280 --> 00:24:24,760
use it as a Topper.
They made us a special blend to

446
00:24:24,760 --> 00:24:28,320
go into these protein bites.
So these are 80% meat and then

447
00:24:28,320 --> 00:24:32,960
20% fermented extras like
organic green apple, organic

448
00:24:32,960 --> 00:24:36,200
ginger, organic cauliflower,
slippery Elm bark, all of this

449
00:24:36,200 --> 00:24:41,640
really, really cool stuff.
So that that flushes out our

450
00:24:41,640 --> 00:24:44,240
offerings.
It's very simple, it's small.

451
00:24:44,240 --> 00:24:48,680
It's designed to really, really
give your pet a strong, strong

452
00:24:48,680 --> 00:24:51,320
foundation.
And we believe heavily in

453
00:24:51,320 --> 00:24:52,960
rotating.
So all of our diets are very

454
00:24:52,960 --> 00:24:56,280
easy to rotate between as well.
I One of the things that I

455
00:24:56,280 --> 00:25:00,960
really love is that you are
including raw goat's milk in the

456
00:25:00,960 --> 00:25:03,440
recipes.
Every single ingredient, every

457
00:25:03,440 --> 00:25:05,520
single recipe has that raw
goat's milk in there.

458
00:25:05,520 --> 00:25:09,920
Yep.
It is like magic for me.

459
00:25:11,120 --> 00:25:16,280
It is staple in my dog's diet.
I actually she is.

460
00:25:16,280 --> 00:25:20,600
I consider it a modified fast.
She only gets goat's milk for

461
00:25:20,600 --> 00:25:23,400
breakfast and then has her
dinner in the evening.

462
00:25:23,440 --> 00:25:26,720
And I try to get it in my cats
as much as possible, but it

463
00:25:26,720 --> 00:25:30,280
usually does end up more in
their food than just a

464
00:25:30,280 --> 00:25:32,160
standalone like it is for my
dog.

465
00:25:32,520 --> 00:25:37,640
But I just think it's, and I
also, I mean, I, I've had Billy

466
00:25:37,640 --> 00:25:42,640
Hookman on it a number of times
and you know, he talks about how

467
00:25:43,680 --> 00:25:47,360
we don't really even know
everything that's in this.

468
00:25:47,440 --> 00:25:50,440
You know, it's, it's a
reproductive food and it changes

469
00:25:50,440 --> 00:25:53,360
constantly and it's like we
don't even know all of the

470
00:25:53,360 --> 00:25:56,160
nutrients that are in it.
So it's it's just like this

471
00:25:56,160 --> 00:25:58,200
magic superfood to me.
Yeah.

472
00:25:58,200 --> 00:26:01,400
I love I heard him say once that
it's it's one of the only things

473
00:26:01,400 --> 00:26:03,440
in nature that was designed to
be food.

474
00:26:04,040 --> 00:26:06,480
Yeah.
It's truly made to be food.

475
00:26:06,480 --> 00:26:08,560
Whereas, you know, animals,
plants and stuff like that, they

476
00:26:08,560 --> 00:26:10,840
don't really want to be, you
know, eaten that much.

477
00:26:11,280 --> 00:26:13,840
But this is designed to be
eaten.

478
00:26:14,000 --> 00:26:17,680
Yeah.
Yeah, so we have these amazing

479
00:26:17,720 --> 00:26:22,360
recipes and the the frozen
recipes mimic the freeze dried

480
00:26:22,360 --> 00:26:24,400
recipes, right?
There's no recipe change.

481
00:26:24,680 --> 00:26:27,760
It's the exact same thing.
We take some of the Nuggets that

482
00:26:27,760 --> 00:26:30,520
are frozen and ready to be
packaged and we just roll them

483
00:26:30,520 --> 00:26:32,480
over to the freeze dryers and
shove them in there.

484
00:26:32,760 --> 00:26:34,440
Easy as that.
Got it.

485
00:26:35,320 --> 00:26:40,840
So I would love to talk to you a
little bit about HPP or high

486
00:26:40,840 --> 00:26:47,480
pressure processing is something
that I think the raw feeding

487
00:26:47,480 --> 00:26:52,640
community specifically gets a
little their, their britches are

488
00:26:52,640 --> 00:26:54,160
a little big.
Yeah.

489
00:26:55,040 --> 00:26:58,280
I hate to say that.
It's a controversial topic, and

490
00:26:58,880 --> 00:27:00,800
I think a lot of that
controversy is based off of

491
00:27:00,840 --> 00:27:04,560
older information.
Yeah, so there are definitely

492
00:27:04,560 --> 00:27:07,760
some purists out there who are
like, absolutely not.

493
00:27:07,760 --> 00:27:11,440
I never, ever, ever want to
recommend a food that is HPP,

494
00:27:11,440 --> 00:27:14,640
that's not truly raw.
And then there are other people

495
00:27:14,640 --> 00:27:18,560
that say, you know, it's totally
fine.

496
00:27:18,720 --> 00:27:22,600
You know, you're killing the big
three, the salmonella, listeria,

497
00:27:22,600 --> 00:27:24,600
E coli.
Like, you know, we're making

498
00:27:24,600 --> 00:27:27,640
this food safe.
We're making it accessible so

499
00:27:27,680 --> 00:27:31,160
pet owners don't freak out and
go, Oh no, they had a recall.

500
00:27:31,160 --> 00:27:33,000
I can't feed my pet fresh food
anymore.

501
00:27:33,240 --> 00:27:35,320
Yeah, it's there for the Peace
of Mind, right?

502
00:27:35,640 --> 00:27:38,480
Yeah.
So that's kind of where I land

503
00:27:38,480 --> 00:27:43,600
with it, is that I will look at
an individual animal and see how

504
00:27:43,600 --> 00:27:46,640
they do on the food.
And if they do well on the food,

505
00:27:46,640 --> 00:27:49,520
then what's the problem?
Yeah, and that's what drew me to

506
00:27:49,520 --> 00:27:53,840
Steve's so long ago because I I
carried like 50, like probably

507
00:27:53,840 --> 00:27:56,800
12 different raw brands and I
tried with all of them because I

508
00:27:56,800 --> 00:27:58,240
handpicked everything in the
store.

509
00:27:58,720 --> 00:28:01,360
So I wanted it to succeed or
else I would look like a fool.

510
00:28:01,560 --> 00:28:06,800
So I think one of the arguments
is that the pressure is so

511
00:28:06,800 --> 00:28:09,600
great, it's greater than the
pressure of the Mariana Trench

512
00:28:09,600 --> 00:28:11,760
is what keeps getting thrown
around.

513
00:28:11,760 --> 00:28:13,880
I'm assuming that's accurate.
That's what I learned.

514
00:28:13,880 --> 00:28:16,160
I was telling you before we we
hit record.

515
00:28:16,160 --> 00:28:21,400
I I listened to a presentation
at AFCO about HPP and that's

516
00:28:21,400 --> 00:28:25,040
what she was saying as well.
The argument with that is that

517
00:28:25,040 --> 00:28:29,440
it denatures the food so it's
technically not raw.

518
00:28:30,400 --> 00:28:35,560
At the same time, if you want to
be a purist then freezing also

519
00:28:36,120 --> 00:28:39,240
breaks the cell.
Like where do you draw the line

520
00:28:39,240 --> 00:28:41,560
and what is safe?
What is not safe?

521
00:28:41,560 --> 00:28:43,880
Is it still providing the same
nutrients?

522
00:28:43,880 --> 00:28:46,320
Is it not like that's?
Right.

523
00:28:46,320 --> 00:28:49,400
I mean, a leaf of lettuce has
has grown less nutritious 2

524
00:28:49,400 --> 00:28:53,200
hours after you harvest it.
Like it's when we really start

525
00:28:53,200 --> 00:28:55,680
splitting hairs.
But the denaturing thing, you

526
00:28:55,680 --> 00:29:00,720
know, you can absolutely, I
believe apply enough pressure

527
00:29:00,720 --> 00:29:03,760
and then hold you hold it for
enough time to ABS to totally

528
00:29:03,760 --> 00:29:06,560
denature the food.
I think you can transform it.

529
00:29:06,640 --> 00:29:09,760
You know, the thing a lot of
folks don't realize is that high

530
00:29:09,760 --> 00:29:12,160
pressure processing is a very
variable thing.

531
00:29:12,160 --> 00:29:15,480
You can change a lot of a lot of
the variables.

532
00:29:15,480 --> 00:29:17,480
You can change the time that
it's under pressure.

533
00:29:17,840 --> 00:29:20,880
You can change the time the, the
pressure that you're using.

534
00:29:21,240 --> 00:29:23,640
You can control the temperature
in that vessel.

535
00:29:23,640 --> 00:29:29,360
Because when, when when HPP was
first used for raw pet foods, it

536
00:29:29,360 --> 00:29:32,320
was not really dialed in at all,
not nearly.

537
00:29:32,760 --> 00:29:36,800
And it would leave the food kind
of gummy and it would

538
00:29:36,840 --> 00:29:39,040
undoubtedly destroy some of the
nutrients.

539
00:29:39,520 --> 00:29:43,080
And it would, you know, you're
pretty much sterilizing the food

540
00:29:43,080 --> 00:29:46,120
and you're partially cooking it.
And, you know, undoubtedly

541
00:29:46,120 --> 00:29:48,760
you're losing a bunch of very
sensitive compounds.

542
00:29:48,760 --> 00:29:51,120
I talk all the time about all
those different compounds and

543
00:29:51,120 --> 00:29:53,440
food.
Well, if you heat it up a little

544
00:29:53,440 --> 00:29:59,760
bit, I mean, you lose some
terpenes at 105°, you know, so

545
00:29:59,760 --> 00:30:01,720
you have some very sensitive
things in there.

546
00:30:02,520 --> 00:30:06,320
However, so a lot of people may
remember Steve's back in the

547
00:30:06,320 --> 00:30:10,360
day, up until about 2014
probably we were very anti HPV.

548
00:30:10,520 --> 00:30:12,920
We were in that camp as well.
No, you cannot.

549
00:30:13,080 --> 00:30:16,920
You're going to totally ruin.
But then we realized that we

550
00:30:16,920 --> 00:30:19,600
wanted people to, we wanted to
reach more pets.

551
00:30:19,600 --> 00:30:22,080
We wanted to make this
accessible to people so they

552
00:30:22,080 --> 00:30:25,280
could feel safe coming on to it.
We don't necessarily believe the

553
00:30:25,280 --> 00:30:29,880
dogs or cats need, but we want
people to feel safe feeding it

554
00:30:29,880 --> 00:30:33,400
so that more pets can get this,
so that more pets can eat

555
00:30:33,600 --> 00:30:36,080
healthier and feel healthier and
live better lives.

556
00:30:36,240 --> 00:30:39,440
So we spent over two years, we
teamed up with a company called

557
00:30:39,440 --> 00:30:44,040
Hyperbaric and we spent over two
years doing research and testing

558
00:30:44,040 --> 00:30:45,880
and tweaking.
And at the same time we were

559
00:30:45,880 --> 00:30:49,040
testing every other method, food
safety out there under the sun.

560
00:30:49,040 --> 00:30:51,560
We tested fermentation, we
tested all sorts of different

561
00:30:51,560 --> 00:30:56,280
stuff because we just wanted the
best and we didn't want, you

562
00:30:56,280 --> 00:30:59,120
know, we didn't set our heart on
one way of doing it.

563
00:30:59,120 --> 00:31:02,440
We just wanted the best.
So we spent over two years

564
00:31:02,440 --> 00:31:05,640
working directly, directly with
hyperbaric testing, tweaking,

565
00:31:05,640 --> 00:31:08,360
testing, tweaking.
When we arrived at this process

566
00:31:08,360 --> 00:31:12,240
that I like to call gentle HPP,
which is a lower hold time, low

567
00:31:12,240 --> 00:31:14,280
pressure.
It's in there for less than two

568
00:31:14,280 --> 00:31:16,800
minutes.
It does destroy your big three,

569
00:31:17,120 --> 00:31:20,240
your salmonella, listeria, E
coli.

570
00:31:20,240 --> 00:31:22,920
They are more sensitive to
pressure than a lot of other

571
00:31:22,920 --> 00:31:25,400
bacteria.
It does not destroy the

572
00:31:25,400 --> 00:31:27,720
probiotic content.
You know, a lot of the the

573
00:31:27,720 --> 00:31:30,000
probiotics and goat milk are
actually very resistant to

574
00:31:30,000 --> 00:31:33,000
pressure, but a lot of other,
you know, bacteria as well.

575
00:31:33,480 --> 00:31:35,960
Is he surprisingly resistant to
the amount of pressure that

576
00:31:35,960 --> 00:31:38,000
we're using?
And so we really did not

577
00:31:38,000 --> 00:31:40,400
decrease the probiotic content
by that much.

578
00:31:40,400 --> 00:31:42,600
And I used to have a figure, but
I don't remember what it is.

579
00:31:42,600 --> 00:31:46,120
No, but it wasn't that much.
It surprised me when I read

580
00:31:46,120 --> 00:31:48,720
about it because I was working
in store at the time and my

581
00:31:48,720 --> 00:31:53,800
staff was like, Steve's just
started HPP ING they're done

582
00:31:53,800 --> 00:31:55,480
here.
I was like, well, hold on, I

583
00:31:55,480 --> 00:31:57,840
trust these guys.
Let's look at, let's see if they

584
00:31:57,840 --> 00:32:00,240
wrote something about it.
And they did, they actually

585
00:32:00,240 --> 00:32:02,480
published all these results and
you can still find them on the

586
00:32:02,480 --> 00:32:06,080
website.
You can go on and you can see a

587
00:32:06,080 --> 00:32:09,800
batch of food before and after
it's been HPP.

588
00:32:09,880 --> 00:32:12,720
And you can see the 95 different
nutrients that we were testing

589
00:32:12,720 --> 00:32:16,320
for across the board.
Most of them actually increased

590
00:32:16,320 --> 00:32:18,560
a little bit.
Some of them decreased a little

591
00:32:18,560 --> 00:32:20,240
bit.
And then four of them decreased

592
00:32:20,280 --> 00:32:23,520
to a level that was more than
10%, probably less than 20%.

593
00:32:23,520 --> 00:32:27,120
And we're still above AFCO, but
we wanted, we wanted it where it

594
00:32:27,120 --> 00:32:29,560
was.
And so we reduced the bone

595
00:32:29,560 --> 00:32:31,720
content a little bit.
We would do we increase the

596
00:32:31,720 --> 00:32:33,520
organ meat and we increase the
muscle meat.

597
00:32:33,720 --> 00:32:37,120
And those little changes were
enough to completely rebalance

598
00:32:37,120 --> 00:32:39,600
it right where we want it.
And then we, we looked at the

599
00:32:39,600 --> 00:32:41,520
enzymes.
The enzymes were still active

600
00:32:41,520 --> 00:32:43,640
and still in the food.
What am I missing?

601
00:32:43,800 --> 00:32:46,400
Feel like there's some other
thing that that we look at a lot

602
00:32:46,400 --> 00:32:50,520
when it comes to because we want
to produce a safe but living

603
00:32:50,520 --> 00:32:53,640
food.
We want it to still be fresh raw

604
00:32:53,640 --> 00:32:57,160
food by anyone's measure by any
way that we can measure it right

605
00:32:57,160 --> 00:33:00,920
now.
And I kind of got off track

606
00:33:00,920 --> 00:33:02,600
there, no?
No, it's.

607
00:33:03,640 --> 00:33:04,640
Good.
I, I kind of got off track

608
00:33:04,640 --> 00:33:08,840
because I wanted to, you know,
connect that to a lot of the

609
00:33:08,840 --> 00:33:11,640
older research and a lot of the
older stuff and the older

610
00:33:11,640 --> 00:33:13,880
methods of doing it.
And there are a lot of companies

611
00:33:13,880 --> 00:33:15,840
now that I think that still use
it very aggressively.

612
00:33:16,000 --> 00:33:18,120
You do see companies that
sterilize their food.

613
00:33:18,920 --> 00:33:21,640
You do see companies that want
to eliminate all of that probiot

614
00:33:21,640 --> 00:33:24,160
or all of, you know, the the
bacterial content, all the

615
00:33:24,160 --> 00:33:27,120
microbial content.
And then they'll go and add some

616
00:33:27,120 --> 00:33:30,520
probiotics back into it.
And then they'll add some

617
00:33:30,520 --> 00:33:32,760
vitamins and minerals back into
it because they've been

618
00:33:32,760 --> 00:33:36,240
destroyed by that pressure.
That's completely against who we

619
00:33:36,240 --> 00:33:38,000
are.
Yeah.

620
00:33:38,040 --> 00:33:42,040
And I think that because there
isn't really that

621
00:33:42,040 --> 00:33:46,920
standardization, that's why
possibly why so many people in

622
00:33:46,920 --> 00:33:53,400
industry are still and.
That's a great point, yeah,

623
00:33:53,400 --> 00:33:55,760
Because I, I think even the, the
people who are using it very

624
00:33:55,760 --> 00:33:57,920
aggressively, I think I've
gotten a lot better at it

625
00:33:58,360 --> 00:33:59,720
before.
We they, they don't think they

626
00:33:59,720 --> 00:34:01,480
were controlling temperature as
much.

627
00:34:01,920 --> 00:34:04,040
And when you put things under
pressure, the temperature is

628
00:34:04,040 --> 00:34:06,240
going to rise.
And so it would really kind of

629
00:34:06,240 --> 00:34:07,920
change, mess up the texture and
all of that.

630
00:34:07,920 --> 00:34:09,480
Whereas now they have that
dialed in.

631
00:34:09,880 --> 00:34:12,120
But that's a great point that
there are a lot of companies who

632
00:34:12,120 --> 00:34:16,239
are probably using it more
aggressively, and that may be

633
00:34:16,239 --> 00:34:18,520
what's just kind of giving the
whole thing a bad name.

634
00:34:19,199 --> 00:34:26,159
I think so also, you know, any
change is difficult for people

635
00:34:26,159 --> 00:34:27,600
in general, like people don't
take.

636
00:34:28,000 --> 00:34:29,400
We don't.
Like to change.

637
00:34:30,480 --> 00:34:35,239
So even when we have new
information or relatively new

638
00:34:35,239 --> 00:34:40,679
information like the before and
after studies on the nutrients

639
00:34:40,679 --> 00:34:46,840
and being able to adjust the
formulation so that the after

640
00:34:46,840 --> 00:34:48,880
still meets what you want it to
be.

641
00:34:48,880 --> 00:34:53,239
It's just I think takes people
time to start to accept it and

642
00:34:53,239 --> 00:34:57,280
understand it and and and.
And watching that process from

643
00:34:57,280 --> 00:35:01,720
within, there was a lot more
resistance 10 years ago or five

644
00:35:01,720 --> 00:35:04,080
years ago.
Yeah, more and more people are

645
00:35:04,080 --> 00:35:06,080
coming around.
I will say that at the pet store

646
00:35:06,080 --> 00:35:09,600
level, when you're talking
directly with consumers, they

647
00:35:09,600 --> 00:35:12,000
loved hearing that, that there
was a safety step.

648
00:35:12,480 --> 00:35:14,760
Not only were we doing that, but
we were testing and holding

649
00:35:14,760 --> 00:35:17,560
every batch until we got the
results back from a third party

650
00:35:17,560 --> 00:35:19,720
lab.
They loved hearing that stuff

651
00:35:19,720 --> 00:35:22,960
because they care about these
animals a lot, you know, and

652
00:35:22,960 --> 00:35:24,000
they want to make sure they're
safe.

653
00:35:24,000 --> 00:35:27,120
And you have people who are
coming off of kibbles and coming

654
00:35:27,120 --> 00:35:29,960
off of canned foods, and they've
been hearing these horror

655
00:35:29,960 --> 00:35:33,720
stories about raw food, you
know, and we wanted to be

656
00:35:33,720 --> 00:35:37,440
accessible and easy for that
starter person who's just still

657
00:35:37,440 --> 00:35:39,040
holding their breath a little
bit.

658
00:35:40,040 --> 00:35:42,760
I'm a little nervous about this,
but we'll check, we'll try it,

659
00:35:42,760 --> 00:35:46,320
see what happens.
But at the store level, a lot of

660
00:35:46,320 --> 00:35:48,680
people were really it gave them
a lot of Peace of Mind.

661
00:35:48,720 --> 00:35:51,720
Yeah, that's good to hear.
And I do think it does like as

662
00:35:51,720 --> 00:35:55,520
you were saying, that's one of
my, my bigger things And I, I

663
00:35:55,520 --> 00:35:58,800
have had clients because I still
I do one-on-one consultations

664
00:35:58,800 --> 00:36:02,200
and I definitely have had
clients that were just like no,

665
00:36:02,200 --> 00:36:05,560
I can't, I can't feed raw.
I can't feed raw and I'm like,

666
00:36:05,600 --> 00:36:09,760
OK, well, what if we try this
HPPD food and explain to them,

667
00:36:10,000 --> 00:36:14,400
you know, the kill step and what
it does and they're like, OK, I

668
00:36:14,400 --> 00:36:17,360
could try that, you know, like
it it, it can be a selling point

669
00:36:17,360 --> 00:36:18,880
for some people.
Makes it accessible.

670
00:36:18,920 --> 00:36:21,960
It just be it's it makes it a
slightly smaller step to climb

671
00:36:21,960 --> 00:36:25,480
on to some people who don't want
to step as high can still get up

672
00:36:25,480 --> 00:36:27,840
here and their pets can still
eat really good food.

673
00:36:28,520 --> 00:36:32,360
And when I fed it, you know, I
mean, I hit so many dogs at the

674
00:36:32,360 --> 00:36:35,880
store level when I fed it
against other brands that were

675
00:36:35,880 --> 00:36:39,160
using other methods of safety
control, there was no

676
00:36:39,160 --> 00:36:42,040
discernible difference.
I could see, again, the pets who

677
00:36:42,040 --> 00:36:45,520
were eating the Steves did so
well for such a long time that

678
00:36:45,520 --> 00:36:49,200
that's what drew me to the
company was wild performing so

679
00:36:49,200 --> 00:36:50,800
well.
I want to be involved with this.

680
00:36:51,440 --> 00:36:57,280
Yeah, I mean, I'm just one of
those people that I feed such a

681
00:36:57,280 --> 00:37:01,320
huge variety to my dogs and cats
that like one day they may be

682
00:37:01,320 --> 00:37:04,040
eating an HPP food and the next
day they may be eating a

683
00:37:04,040 --> 00:37:06,760
fermented food in the next.
Day, that's the way to do it.

684
00:37:06,760 --> 00:37:09,160
That's awesome right there.
Yeah, absolutely.

685
00:37:09,160 --> 00:37:12,400
I always say, you know, find a
few that you trust, really do

686
00:37:12,400 --> 00:37:14,440
your homework, look into them,
get to know them.

687
00:37:14,440 --> 00:37:17,920
You only have to do it once.
Find a few that you trust and

688
00:37:17,920 --> 00:37:20,320
rotate between.
You know, I usually have my rock

689
00:37:21,360 --> 00:37:23,960
and that makes up the bulk of
their diet, and then I'll rotate

690
00:37:23,960 --> 00:37:26,840
around with other stuff and add
other things in and they get

691
00:37:26,840 --> 00:37:29,800
fresh eggs from my chickens all
the time and all sorts of fun

692
00:37:29,800 --> 00:37:31,280
stuff.
Absolutely.

693
00:37:31,320 --> 00:37:32,400
Food.
It's not a prescription.

694
00:37:33,320 --> 00:37:37,040
Yes, so that kind of brings up
another.

695
00:37:37,400 --> 00:37:40,400
Well, actually earlier you were
talking about you only have

696
00:37:41,120 --> 00:37:44,880
these, you know, the, the
frozen, the freeze dried, the

697
00:37:45,040 --> 00:37:47,240
prey model.
If and if you don't want to

698
00:37:47,280 --> 00:37:49,800
answer this, that is OK too.
I can always edit one of the

699
00:37:49,800 --> 00:37:52,560
things that people tend to get
stuck on, especially when

700
00:37:52,560 --> 00:37:56,000
they're coming from a big box
store or even a veterinarian's

701
00:37:56,000 --> 00:37:59,400
office, buying food from the
veterinarian's office on to

702
00:37:59,480 --> 00:38:05,920
interested in a fresh food diet.
They are trapped in this mindset

703
00:38:05,920 --> 00:38:09,480
of needing to feed different
foods to different breeds or to

704
00:38:09,480 --> 00:38:11,200
different sized dogs or to
different.

705
00:38:11,440 --> 00:38:16,640
So being so intentional about
making it so simple, can you

706
00:38:16,640 --> 00:38:18,800
talk to that at all?
Yes.

707
00:38:19,080 --> 00:38:22,240
When you go back to basics, all
of these animals would be eating

708
00:38:22,240 --> 00:38:25,680
the same thing, OK, Dogs and
cats, they'd be eating slightly

709
00:38:25,680 --> 00:38:28,200
different amounts of the same
things.

710
00:38:28,680 --> 00:38:31,960
Food is so much more simple than
we're making it nowadays.

711
00:38:32,240 --> 00:38:36,440
Marketing has made us think that
I need this kibble for my Golden

712
00:38:36,640 --> 00:38:40,920
retriever and I need this kibble
for my German Shepherd and I

713
00:38:40,920 --> 00:38:45,280
need this kibble for my 7 year
old Golden and this for my 3

714
00:38:45,280 --> 00:38:48,040
year old Golden.
And it's it's brilliant the

715
00:38:48,040 --> 00:38:50,760
marketing that they've done
because that puts you in a box

716
00:38:51,040 --> 00:38:54,480
that makes you feel like you
have to go with this brand that

717
00:38:54,480 --> 00:38:57,080
has a food specifically made for
your DAW.

718
00:38:57,800 --> 00:39:00,680
You know, this one says that
it's for a middle-aged golden

719
00:39:00,680 --> 00:39:03,440
retriever named Chuck.
I have to buy it.

720
00:39:03,440 --> 00:39:05,640
It's the only one on the market
that says that.

721
00:39:06,160 --> 00:39:11,320
And so really, a lot of that is
just marketing designed to aim

722
00:39:11,320 --> 00:39:16,640
directly at a category of folks.
Food is so much simpler than

723
00:39:17,320 --> 00:39:19,840
look outside.
Look at look at your garden or

724
00:39:19,840 --> 00:39:21,720
your neighbor's garden.
If you don't have a garden or

725
00:39:21,720 --> 00:39:23,920
their neighbor's garden.
If your neighbor doesn't have a

726
00:39:23,920 --> 00:39:28,560
garden, you know, go go to your
local farm that is food.

727
00:39:28,680 --> 00:39:32,400
It's so simple and it's so easy
and it's not nearly as

728
00:39:32,400 --> 00:39:36,240
complicated as a lot of these
companies would have you

729
00:39:36,240 --> 00:39:38,680
believe.
Honestly, I would be an advocate

730
00:39:38,680 --> 00:39:40,880
for everyone just making their
own pet food.

731
00:39:41,440 --> 00:39:44,720
But it's a full time job.
You know, it takes a lot.

732
00:39:44,720 --> 00:39:46,720
Of time.
And so, yeah.

733
00:39:47,640 --> 00:39:51,280
And so we're just here to make
it easy to to and, and I want to

734
00:39:51,280 --> 00:39:54,480
make a point here too.
It's not all or nothing.

735
00:39:55,200 --> 00:39:59,200
You can absolutely feed that
golden retriever medium breed

736
00:39:59,400 --> 00:40:03,520
food to your dog and then throw
on a few Nuggets of some great

737
00:40:03,520 --> 00:40:06,840
fresh raw food.
It's so easy to do that.

738
00:40:06,840 --> 00:40:09,160
And I had so many folks who were
doing that, you know, at the

739
00:40:09,160 --> 00:40:11,920
store there were many folks who
said, oh, it's just cost

740
00:40:11,920 --> 00:40:13,600
prohibitive.
I can't do all raw.

741
00:40:13,600 --> 00:40:16,080
You don't have to.
You don't have to transition

742
00:40:16,080 --> 00:40:19,000
fully onto anything.
You can feed some of this and

743
00:40:19,000 --> 00:40:21,400
some of that and that's OK.
Yeah, I appreciate you bringing

744
00:40:21,400 --> 00:40:24,040
that up.
That is a big especially now in

745
00:40:24,040 --> 00:40:27,680
today's economy.
I saw huge differences in my

746
00:40:27,680 --> 00:40:30,880
dog, in my golden retriever.
He was four years old when I

747
00:40:30,880 --> 00:40:34,600
started doing this and I was
just giving him 20% of his diet

748
00:40:34,600 --> 00:40:37,640
and fresh food.
That's it, 20% of it.

749
00:40:37,640 --> 00:40:41,960
He'd get 11 Steve's Patty a day
and then the rest was in kibble.

750
00:40:43,000 --> 00:40:48,200
I still saw huge changes within
a month and that's what really

751
00:40:48,200 --> 00:40:51,120
won me over and blew my mind.
I was like, wow, I believe in

752
00:40:51,120 --> 00:40:52,600
this stuff.
I am gung ho.

753
00:40:52,600 --> 00:40:56,320
This is this is it because I've
tried all the supplements on the

754
00:40:56,320 --> 00:40:57,560
shelf.
Trust me, I was running the

755
00:40:57,560 --> 00:41:01,880
store I had I had access to all
of them and I tried everything

756
00:41:02,480 --> 00:41:05,720
and there was nothing like just
feeding some fresh food, just

757
00:41:05,720 --> 00:41:09,280
believing in nature.
And I fall for the same thing

758
00:41:09,280 --> 00:41:10,200
sometimes.
I'll sit there.

759
00:41:10,200 --> 00:41:12,280
I'll be eating my, my oven
pizza.

760
00:41:12,920 --> 00:41:16,560
You know, I'll be like, man, I
feel kind of sluggish and low.

761
00:41:16,760 --> 00:41:18,800
Maybe there's some great
supplement out there that will

762
00:41:18,800 --> 00:41:21,640
give me more energy and make me
feel more focused and fill in

763
00:41:21,640 --> 00:41:24,000
the blanks in my diet.
And I'm like, what am I doing?

764
00:41:24,320 --> 00:41:28,200
Just eat more fresh food.
Yeah, switch out for a salad.

765
00:41:28,360 --> 00:41:34,680
I I will say I am not big on
eating organs myself, so I do

766
00:41:34,680 --> 00:41:37,800
supplement desiccated organs.
I I do do that.

767
00:41:37,880 --> 00:41:40,800
But outside of that my
supplements are pretty pretty.

768
00:41:40,880 --> 00:41:43,600
My supplements are all really
whole food based.

769
00:41:43,920 --> 00:41:50,280
And then I take CBD because the
full spectrum CBD, Yeah, but so

770
00:41:50,280 --> 00:41:54,680
does my dog and so do my cats.
Like, but that's yeah, I I have

771
00:41:55,360 --> 00:41:58,360
definitely been on a kick,
especially since I became a pet

772
00:41:58,360 --> 00:42:01,440
health coach.
I'm just so very focused on

773
00:42:01,560 --> 00:42:04,840
because so many people, they
just want to, they ask whatever

774
00:42:04,920 --> 00:42:08,280
the problem is, what can I give
my pet for next?

775
00:42:09,200 --> 00:42:11,800
My first question is always what
are they eating?

776
00:42:14,400 --> 00:42:16,920
Nutrition is the foundation of
health.

777
00:42:17,520 --> 00:42:20,400
OK, If you if you have a house
that's sinking into the ground

778
00:42:20,400 --> 00:42:23,960
and starting to crack apart in
places you wouldn't think, oh,

779
00:42:23,960 --> 00:42:26,200
man, what kind of paint is going
to cover this up?

780
00:42:26,920 --> 00:42:29,360
You'd be thinking, we need to
address the foundation.

781
00:42:29,360 --> 00:42:31,040
We need to get this thing
stable.

782
00:42:31,520 --> 00:42:33,160
And it's the same for every
animal.

783
00:42:33,320 --> 00:42:37,720
You have to give them that found
that strong foundation and then

784
00:42:37,720 --> 00:42:39,920
you can start working on other
stuff.

785
00:42:40,240 --> 00:42:41,600
But the body wants to be
healthy.

786
00:42:41,600 --> 00:42:43,480
You know, all of these pets have
health issues.

787
00:42:43,680 --> 00:42:46,680
The body wants to be healthy.
You just have to give it what it

788
00:42:46,680 --> 00:42:48,800
needs to use all of its cool
tools.

789
00:42:49,160 --> 00:42:52,560
You know, it's full of amazing
tools to help move you toward

790
00:42:52,560 --> 00:42:54,880
health.
We get focused a lot on on

791
00:42:54,880 --> 00:42:57,160
health, right?
When it comes to pets and food,

792
00:42:57,160 --> 00:42:59,280
we get focused a lot on that.
And sometimes I have to reel

793
00:42:59,280 --> 00:43:03,760
myself back in because not only,
you know, yes, we want them to

794
00:43:03,760 --> 00:43:05,440
be healthy.
We want to feed great diets so

795
00:43:05,440 --> 00:43:07,480
they feel healthy, so they live
a long time.

796
00:43:07,480 --> 00:43:10,440
It's not just about how long you
live, but it's about how alive

797
00:43:10,440 --> 00:43:12,200
you feel.
And food helps get you there.

798
00:43:13,680 --> 00:43:16,680
But these are animals who love
food, you know, but they love

799
00:43:16,680 --> 00:43:19,280
flavors.
They their, their sense of smell

800
00:43:19,280 --> 00:43:20,880
is so much more powerful than
us.

801
00:43:20,880 --> 00:43:23,360
They may be able to enjoy food
on a level that we can't even

802
00:43:23,360 --> 00:43:25,720
imagine because a big part of
flavor is scent.

803
00:43:26,600 --> 00:43:30,680
And so to relegate them to
eating, you know, the same

804
00:43:30,880 --> 00:43:34,160
crunchy stuff all the time, or
even just the same diet all the

805
00:43:34,160 --> 00:43:37,960
time, give them some variety,
give them some real fresh food.

806
00:43:38,400 --> 00:43:39,760
I'm sorry, I went off on a
tangent there.

807
00:43:39,760 --> 00:43:41,400
I don't.
Know it's totally fine.

808
00:43:41,400 --> 00:43:45,400
It's totally fine.
So I want to circle back around

809
00:43:45,400 --> 00:43:55,360
to RAW University, Steve's Raw U
that's set up for pet parents.

810
00:43:56,080 --> 00:43:58,080
That is absolutely set up for
pet parents.

811
00:43:58,080 --> 00:44:01,120
Yep.
It's if you're completely new to

812
00:44:01,120 --> 00:44:04,400
raw or completely new to pet
food, you're going to learn a

813
00:44:04,400 --> 00:44:05,680
lot and you're going to have a
good time.

814
00:44:06,080 --> 00:44:10,960
If you are a veteran, if you've
been feeding raw for 10 years,

815
00:44:11,160 --> 00:44:13,360
you're still going to learn some
cool stuff and you're going to

816
00:44:13,360 --> 00:44:15,760
have a good time.
So I would definitely recommend

817
00:44:15,800 --> 00:44:19,280
anyone check it out.
Jump around to the episodes that

818
00:44:19,280 --> 00:44:22,200
interest you.
You know the episode 3 is my

819
00:44:22,200 --> 00:44:25,360
personal favorite, but episode 1
is a great place to start.

820
00:44:25,920 --> 00:44:29,160
OK, I'm, I'm going to go
through, I'm, I'm one of those

821
00:44:29,160 --> 00:44:30,760
people.
And what's really interesting

822
00:44:30,760 --> 00:44:32,240
and I don't know how woo woo you
are.

823
00:44:32,880 --> 00:44:37,280
Most men in general tend not to
be very woo woo, but I, I had my

824
00:44:37,320 --> 00:44:42,040
birth chart read this morning
and I, she was like, yeah, you

825
00:44:42,040 --> 00:44:45,840
definitely like you are, you
feel like yourself when you're

826
00:44:45,840 --> 00:44:47,000
learning.
You always want to learn.

827
00:44:47,000 --> 00:44:48,840
I'm like, I absolutely always
want to learn.

828
00:44:49,040 --> 00:44:52,360
So it doesn't matter what all
the certifications, blah, blah,

829
00:44:52,360 --> 00:44:54,160
blah, whatever.
I have literally like a

830
00:44:54,160 --> 00:44:56,760
checklist.
It sits on my desk, but I'm like

831
00:44:56,960 --> 00:44:59,400
this is this is the one that I'm
going to go through next, and

832
00:44:59,400 --> 00:45:01,480
this is the one that I'm.
Going to program, right?

833
00:45:01,600 --> 00:45:03,160
Yeah, it's the way to do it,
though.

834
00:45:03,160 --> 00:45:05,920
You just keep learning you.
It's honestly, you have to do it

835
00:45:05,920 --> 00:45:08,400
to keep up nowadays.
But yeah, I agree.

836
00:45:08,400 --> 00:45:12,680
I'm I'm a lifetime learner.
I love the the old classic.

837
00:45:12,680 --> 00:45:15,800
I love books.
I think you learn more from a

838
00:45:15,800 --> 00:45:20,360
book than you can learn from.
You know, you just can't fit

839
00:45:20,360 --> 00:45:22,840
nearly as much information in a
lot of the other media that we

840
00:45:22,840 --> 00:45:25,040
consume.
You think about.

841
00:45:25,040 --> 00:45:28,800
Listening to a book on tape, I
could read a book in a couple

842
00:45:28,800 --> 00:45:30,400
days because I'm a pretty fast
reader.

843
00:45:30,400 --> 00:45:34,400
If I tried to listen to that on
tape, that would be hours and

844
00:45:34,400 --> 00:45:36,240
hours and hours and hours and
hours.

845
00:45:36,800 --> 00:45:44,560
It I know, I think the forever
dog book I so just my lifestyle.

846
00:45:44,560 --> 00:45:48,600
I used to read paper books and
it's my favorite thing to do,

847
00:45:49,160 --> 00:45:50,960
but my lifestyle right now just
does.

848
00:45:51,000 --> 00:45:53,960
I don't I don't have the time.
So I listen.

849
00:45:54,000 --> 00:45:57,320
I do listen.
I listen on to audio books, but

850
00:45:57,320 --> 00:46:00,680
when I read the forever dog or I
listened to the forever dog,

851
00:46:00,680 --> 00:46:04,040
what I would do was the hunk,
the hour or whatever that I

852
00:46:04,040 --> 00:46:06,960
listened.
After I was done with that hour,

853
00:46:06,960 --> 00:46:10,200
I would go back into the book
and like highlight the things

854
00:46:10,200 --> 00:46:12,560
that I'm like I remember.
I want to go back to that or

855
00:46:12,560 --> 00:46:16,320
like dog ear different pages,
you know, whatever and it did, I

856
00:46:16,320 --> 00:46:19,880
wanted that was one of the
longer audiobooks that I want to

857
00:46:19,880 --> 00:46:21,480
say was like 20 hours or
something.

858
00:46:22,680 --> 00:46:24,920
Absolutely.
Yeah, I used to, because I had

859
00:46:24,920 --> 00:46:27,520
an hour commute to work and an
hour back when I was working in

860
00:46:27,520 --> 00:46:28,920
store.
So I used to listen to

861
00:46:28,920 --> 00:46:31,000
audiobooks all the time because
I didn't have nearly as much

862
00:46:31,000 --> 00:46:32,240
time for reading.
Yeah.

863
00:46:32,800 --> 00:46:34,720
But then when I did have time
for reading, I was like, Oh my

864
00:46:34,720 --> 00:46:37,680
God, I get so much more done.
I can fit so much more into this

865
00:46:37,680 --> 00:46:38,640
short time.
Yeah.

866
00:46:38,960 --> 00:46:41,400
I'm not hating on audiobooks.
I love audiobooks.

867
00:46:41,400 --> 00:46:44,760
If you have a good narrator,
it's like this feels knives.

868
00:46:45,120 --> 00:46:47,480
You know, it does make all the
difference in the world.

869
00:46:47,480 --> 00:46:51,680
Oh my gosh, I'm in a a book club
and sometimes we will sometimes

870
00:46:51,680 --> 00:46:55,000
somebody, we rotate who's who's
picking the book and sometimes

871
00:46:55,000 --> 00:46:58,040
somebody will pick a book and
the, you know, just not knowing,

872
00:46:58,040 --> 00:47:00,160
you don't know who the narrator
is going to be before you.

873
00:47:00,160 --> 00:47:03,200
You just take down the book and
it's like, man, that was so hard

874
00:47:03,200 --> 00:47:04,480
because the narrator was so
much.

875
00:47:07,560 --> 00:47:10,640
Right Feeding Dogs by Doctor
Connor Brady.

876
00:47:10,760 --> 00:47:13,080
You read it.
Yes, I have started it but there

877
00:47:13,080 --> 00:47:16,200
is no audiobook so.
You have to do it old school.

878
00:47:16,200 --> 00:47:19,160
Yeah, yeah.
It's it's a hard book to get all

879
00:47:19,160 --> 00:47:22,440
the way through because it's
like you read a page and you're

880
00:47:22,440 --> 00:47:25,920
like, wow, I have to go think
for 15 minutes.

881
00:47:25,920 --> 00:47:28,640
That blew my mind.
And then you read the next page

882
00:47:28,640 --> 00:47:30,480
and you're like, there goes
another 15 minutes.

883
00:47:30,480 --> 00:47:33,680
I have to go think like it, it,
it, it.

884
00:47:34,040 --> 00:47:35,960
I loved that book.
It was fantastic.

885
00:47:36,520 --> 00:47:40,920
Yeah, I'm, I'm I, I need a
petition to get him to do an eye

886
00:47:40,960 --> 00:47:44,960
on the person.
Oh right, and read it himself

887
00:47:45,080 --> 00:47:46,400
please.
That Irish broke.

888
00:47:46,440 --> 00:47:51,440
Wow. 100% yes.
My goodness, yes, I am in that

889
00:47:51,440 --> 00:47:58,400
camp.
So OK, feeding at least 20% we

890
00:47:58,400 --> 00:47:59,920
don't, it doesn't have to be all
or nothing.

891
00:47:59,920 --> 00:48:04,560
And and I very much appreciate
that even though you are here

892
00:48:04,560 --> 00:48:08,000
representing Steve's and is a
wonderful food, it is balanced

893
00:48:08,000 --> 00:48:13,240
with Whole Foods for not using
synthetics, which is one of I

894
00:48:13,240 --> 00:48:16,320
don't even I don't even like, I
don't care how many times people

895
00:48:16,320 --> 00:48:18,120
are like, I need you to
recommend me a kibble.

896
00:48:18,120 --> 00:48:22,480
I cannot do it.
I'm sorry, I cannot do it, but

897
00:48:22,480 --> 00:48:25,480
when I'm looking at other foods,
fresh foods, that is the first

898
00:48:25,480 --> 00:48:28,320
thing I look at is what?
What are we balancing this with?

899
00:48:28,320 --> 00:48:30,440
Are we balancing it with food?
Are we balancing it with

900
00:48:30,440 --> 00:48:33,040
synthetics?
We're balancing it with like one

901
00:48:33,040 --> 00:48:37,800
or two, you know?
OK, I understand AFCO is hard.

902
00:48:38,160 --> 00:48:41,440
Yeah, absolutely.
But if there's a whole

903
00:48:41,440 --> 00:48:43,520
paragraph, no, I'm sorry, I'm
not doing it.

904
00:48:43,520 --> 00:48:48,200
I'm not not falling in line.
So, but even just doing 20% in

905
00:48:48,200 --> 00:48:53,200
the bowl, it is a huge, huge
improvement for our pets.

906
00:48:53,360 --> 00:48:58,720
And I know that cats can be more
difficult to transition to

907
00:48:58,720 --> 00:49:03,520
foods, but I think do you have
any recommendations there?

908
00:49:03,520 --> 00:49:05,720
Have you ever?
Well, yeah, you were in a pet

909
00:49:05,720 --> 00:49:07,120
store.
So what are your recommendations

910
00:49:07,120 --> 00:49:08,880
for?
Yeah, and absolutely.

911
00:49:09,240 --> 00:49:11,320
Actually in Raw U, we have a
whole section about

912
00:49:11,320 --> 00:49:15,520
transitioning cats.
I've made several videos for the

913
00:49:15,520 --> 00:49:18,640
webs for the Steve's Real Food
page about transitioning cats,

914
00:49:18,640 --> 00:49:20,760
and I actually brought the two
crazy cat ladies on their own

915
00:49:20,760 --> 00:49:23,880
show, and a big chunk of that
was to talk about transitioning

916
00:49:23,880 --> 00:49:26,640
cats.
And every time we probably

917
00:49:26,640 --> 00:49:29,880
covered new information and new
tips and new ideas because

918
00:49:29,880 --> 00:49:32,840
they're tricky, but it's
possible.

919
00:49:32,960 --> 00:49:36,160
It's possible, it's doable.
If your kid was eating Snickers

920
00:49:36,160 --> 00:49:39,720
bars every day for breakfast, he
wouldn't want to change either.

921
00:49:40,160 --> 00:49:43,480
But you have to stick with it.
You know it's better for them.

922
00:49:43,880 --> 00:49:45,720
So that's what all it comes down
to for me.

923
00:49:46,320 --> 00:49:50,560
Patience and persistence.
You want to play with the three

924
00:49:50,560 --> 00:49:57,520
TS to begin with.
Texture, temperature, and forgot

925
00:49:57,520 --> 00:50:00,200
what the other one is.
So we're going to say taste.

926
00:50:00,400 --> 00:50:04,920
It may not be the right flavor
for your cat necessarily, but I

927
00:50:04,920 --> 00:50:06,680
always recommend people start
slow.

928
00:50:07,200 --> 00:50:09,440
Take a few of those thawed
Nuggets.

929
00:50:09,440 --> 00:50:13,520
And when I say you, you know,
there are several thousand of

930
00:50:13,520 --> 00:50:16,320
these in a bag, probably.
It's about this big.

931
00:50:16,320 --> 00:50:17,840
It's very tiny.
Yeah.

932
00:50:17,920 --> 00:50:20,880
Just take two of those and set
them either on the side of your

933
00:50:20,880 --> 00:50:24,520
cat full or underneath his food.
And don't mix it in and make him

934
00:50:24,520 --> 00:50:28,040
work for it and make him go, oh,
this is such a pain to eat now.

935
00:50:28,040 --> 00:50:31,160
Thanks a lot.
I have negative association with

936
00:50:31,160 --> 00:50:33,720
this food.
Make it easy on him.

937
00:50:33,720 --> 00:50:37,320
Make it easy on yourself, you
know, buy yourself a really nice

938
00:50:37,320 --> 00:50:39,640
bottle of whiskey and set it up
on top of the fridge and tell

939
00:50:39,640 --> 00:50:42,440
yourself once that cat's
transitioned, I get that.

940
00:50:43,520 --> 00:50:45,640
Be patient.
Give yourself a reward like

941
00:50:45,640 --> 00:50:48,320
that.
Yes, Put a couple Nuggets just

942
00:50:48,320 --> 00:50:51,200
on the side of the bowl.
Let them leave it there for two

943
00:50:51,200 --> 00:50:53,360
weeks.
It's not the same Nuggets,

944
00:50:53,440 --> 00:50:56,640
obviously, but just do it every
day for two weeks.

945
00:50:56,640 --> 00:51:00,680
You're not going to waste food.
It's fine if your cat still

946
00:51:00,680 --> 00:51:02,800
hasn't tried it.
What you can do is take some of

947
00:51:02,800 --> 00:51:06,240
your cat's kibble and smash it
up into little bits and roll the

948
00:51:06,240 --> 00:51:09,320
Nuggets around in there and coat
them in that kibble and then set

949
00:51:09,320 --> 00:51:11,760
them on the side.
OK, Now it's a little bit more

950
00:51:11,760 --> 00:51:14,200
like something that you that
you're familiar with.

951
00:51:14,200 --> 00:51:16,520
You know, cats are imprint
animals.

952
00:51:16,520 --> 00:51:19,080
This is biological programming
that's designed to keep them

953
00:51:19,080 --> 00:51:21,640
alive where they came from in
Africa.

954
00:51:21,920 --> 00:51:25,080
It is so awesome because
they're, you know, they want to

955
00:51:25,080 --> 00:51:28,720
hunt 10 to 20 times a day.
And if they had to learn by

956
00:51:28,720 --> 00:51:31,400
trial and error, we wouldn't
have cats, They'd be dead.

957
00:51:31,920 --> 00:51:34,200
Every one of them would jump on
a scorpion or a snake or

958
00:51:34,200 --> 00:51:38,200
something that you can't eat and
they wouldn't have made it.

959
00:51:38,760 --> 00:51:40,960
So this programming is very
strong for them.

960
00:51:41,560 --> 00:51:45,040
And it it, it really gets them
stuck on one type of food or

961
00:51:45,040 --> 00:51:47,160
whatever food they were
introduced to when they were

962
00:51:47,160 --> 00:51:49,520
young.
But you can overcome it with

963
00:51:49,520 --> 00:51:52,320
patience and persistence and
sometimes little creativity.

964
00:51:52,320 --> 00:51:53,800
You might have to turn it into a
game.

965
00:51:54,320 --> 00:51:56,000
You might have to trick them
into eating it.

966
00:51:56,000 --> 00:51:58,240
You might have to smear a little
on their paw and make them lick

967
00:51:58,240 --> 00:52:00,560
it off on their own and go, Oh,
this isn't poison.

968
00:52:00,560 --> 00:52:04,440
It tastes delicious actually.
But that's my biggest tip is

969
00:52:04,720 --> 00:52:08,800
patience and persistence.
There's a lot more that we could

970
00:52:08,800 --> 00:52:11,880
talk about when it comes to
converting cats.

971
00:52:12,080 --> 00:52:14,840
The two crazy cat ladies are a
fantastic resource.

972
00:52:14,960 --> 00:52:17,280
And so I would, you know, if
you're, if you have a cat and

973
00:52:17,280 --> 00:52:22,120
you're struggling to transition
or if you're unsure if you want

974
00:52:22,120 --> 00:52:25,680
to start, he's eating this now.
I don't want to rock the boat.

975
00:52:26,080 --> 00:52:28,440
You know, if that's a position
you're in, go check out some of

976
00:52:28,440 --> 00:52:31,640
their resources and some of
their videos and they'll help

977
00:52:31,640 --> 00:52:34,800
you, help walk you through it.
Yeah.

978
00:52:35,040 --> 00:52:37,560
Just be patient, be persistent,
and never starve your gut.

979
00:52:37,640 --> 00:52:39,200
Thank you for throwing that in
at the end.

980
00:52:39,240 --> 00:52:40,440
I appreciate that very much.
Yes.

981
00:52:40,600 --> 00:52:43,760
Yes, just a few days of not
eating can take him right to the

982
00:52:43,760 --> 00:52:45,320
vet's office.
Absolutely.

983
00:52:45,440 --> 00:52:48,240
Yes, you don't.
It's OK to use a little bit of

984
00:52:48,240 --> 00:52:52,600
hunger, you know, if all your
cats used to that all day

985
00:52:52,600 --> 00:52:55,160
buffet, if he's used to having
the food out all the time,

986
00:52:55,400 --> 00:52:58,360
switching to mealtimes goes a
long way.

987
00:52:59,080 --> 00:53:02,840
One easy way to stop the all day
buffet is I'm stealing that from

988
00:53:02,840 --> 00:53:06,240
the two crazy cat ladies is to
pick up the bowl at night.

989
00:53:07,160 --> 00:53:10,880
And that way in the morning he's
hungry but he's not starving.

990
00:53:11,440 --> 00:53:13,720
And you're not going to fight
him over breakfast, right?

991
00:53:13,720 --> 00:53:16,520
You're going to set down his new
breakfast or some of the new

992
00:53:16,520 --> 00:53:19,120
stuff that you want him to try,
but you're also going to let him

993
00:53:19,120 --> 00:53:21,720
eat his regular food if that's
really what he wants.

994
00:53:23,560 --> 00:53:27,440
Be a little creativity the way
the the key.

995
00:53:28,000 --> 00:53:33,040
Yeah.
So to learn more about raw food,

996
00:53:33,440 --> 00:53:38,080
real food, fresh food and
transitioning cuts, it's learn

997
00:53:38,080 --> 00:53:42,120
about raw.com and that will also
be on in the show notes.

998
00:53:43,000 --> 00:53:46,560
So when you check, you can check
out the show notes and get there

999
00:53:46,560 --> 00:53:48,240
as well.
All the links will be there.

1000
00:53:48,240 --> 00:53:53,160
So with Steve's real food, this
is just an indie pet or how can

1001
00:53:53,160 --> 00:53:55,680
people find it?
So yeah, it in almost, I

1002
00:53:55,680 --> 00:53:57,560
wouldn't say all of your
independent pet stores, but a

1003
00:53:57,560 --> 00:54:01,200
huge chunk of them, we are
either there or the store

1004
00:54:01,200 --> 00:54:03,600
manager can order them, order us
for you.

1005
00:54:04,960 --> 00:54:06,360
I did.
You know, again, I ran pet

1006
00:54:06,360 --> 00:54:08,720
stores for a long time.
Those special orders were the

1007
00:54:08,720 --> 00:54:10,640
name of the game.
It's not an inconvenience.

1008
00:54:10,640 --> 00:54:14,160
It's not a pain in the butt,
it's that store manager or that

1009
00:54:14,160 --> 00:54:17,440
owner is happy to have you
coming in and supporting the

1010
00:54:17,440 --> 00:54:20,320
local community.
So that's the I would 100%

1011
00:54:20,320 --> 00:54:21,920
recommend trying to find it
locally.

1012
00:54:21,920 --> 00:54:24,360
Even if you walk it in, walk in
and you don't see it on the

1013
00:54:24,360 --> 00:54:26,800
shelves.
It's available all over the

1014
00:54:26,800 --> 00:54:28,840
country.
Most stores should be able to

1015
00:54:28,840 --> 00:54:31,840
order it for you at no
additional cost and that helps

1016
00:54:31,840 --> 00:54:34,400
support that local community and
helps build that relationship

1017
00:54:34,400 --> 00:54:37,520
with that retailer.
You can also find us and order

1018
00:54:37,520 --> 00:54:41,560
it directly from us at a site
called Raw petfood.com.

1019
00:54:42,840 --> 00:54:44,880
So that's another way to do it.
That way you can just have it

1020
00:54:44,880 --> 00:54:47,120
delivered to your house.
Awesome.

1021
00:54:47,480 --> 00:54:51,280
Well, Brad, I appreciate all of
the information, all of the

1022
00:54:51,280 --> 00:54:55,600
knowledge and the extra little
tidbit in there about HPP.

1023
00:54:55,600 --> 00:54:58,480
We can never.
I don't know what it is about my

1024
00:54:58,480 --> 00:55:00,840
audience, but they just eat it
up.

1025
00:55:01,000 --> 00:55:02,040
It's a.
Controversial topic.

1026
00:55:02,240 --> 00:55:04,480
It's a controversial topic.
If you guys have questions about

1027
00:55:04,480 --> 00:55:07,760
it, reach out to us.
You know, I'm not saying don't

1028
00:55:07,760 --> 00:55:10,760
talk to Jessica, I just mean
you're welcome to reach out to

1029
00:55:10,760 --> 00:55:13,440
us if you have questions about
it, we're here to answer them.

1030
00:55:14,400 --> 00:55:17,640
And when you contact our
customer service team, you get

1031
00:55:17,640 --> 00:55:21,160
one of us who works for Steve's,
you know, you get me, you get

1032
00:55:21,160 --> 00:55:23,720
one of my colleagues.
There's a young lady who does it

1033
00:55:23,720 --> 00:55:25,680
most of the time.
She's far more brilliant than I

1034
00:55:25,680 --> 00:55:29,760
am.
So you get a real person who

1035
00:55:29,760 --> 00:55:32,520
works for Steve's and you can
ask us questions if you have

1036
00:55:32,520 --> 00:55:34,720
questions or concerns.
I love that.

1037
00:55:34,800 --> 00:55:37,080
That is so important.
The transparency, the

1038
00:55:37,080 --> 00:55:39,760
connection, the being able to
call and get your questions

1039
00:55:39,760 --> 00:55:42,840
answered.
Yes, yeah, so important.

1040
00:55:42,840 --> 00:55:45,000
So many pet parents do not do
that.

1041
00:55:46,520 --> 00:55:47,680
I guess a lot of.
People who call and they're

1042
00:55:47,680 --> 00:55:49,080
surprised that somebody picks
up.

1043
00:55:49,360 --> 00:55:52,880
Yeah, I've called four other
brands and I can't get a call

1044
00:55:52,880 --> 00:55:54,160
back.
It's been weeks.

1045
00:55:55,280 --> 00:55:58,800
Isn't that crazy?
But yeah, we've been conditioned

1046
00:55:58,800 --> 00:56:01,720
for that, I guess.
All right, thank you.

1047
00:56:01,720 --> 00:56:07,400
I thank you again, Brad.
And guys, I absolutely love

1048
00:56:07,400 --> 00:56:09,560
bringing this kind of
information to you.

1049
00:56:09,560 --> 00:56:13,280
If you have any questions, if
you want to reach out to Brad at

1050
00:56:13,280 --> 00:56:16,080
Steve's, you absolutely can.
If you want to reach out to me

1051
00:56:16,080 --> 00:56:20,000
with more questions, I can get
them answered for you as well.

1052
00:56:20,000 --> 00:56:22,520
Please check us out.
Check out the go to the pet

1053
00:56:22,520 --> 00:56:25,920
parentingreset.com, get all of
Brad's contact info, follow

1054
00:56:25,920 --> 00:56:28,800
Steve's on all the socials and
absolutely if you have any

1055
00:56:28,800 --> 00:56:31,440
questions, DM me on Instagram.
I love to hear from you.

1056
00:56:31,960 --> 00:56:35,920
And with that, I am going to say
thank you again Brad and

1057
00:56:35,920 --> 00:56:38,280
everybody have a fabulous rest
of your week.

1058
00:56:38,280 --> 00:56:41,840
Please give your pets some extra
love from me and Brad this week.

1059
00:56:41,840 --> 00:56:44,600
So until next week.
Bye guys.

1060
00:56:44,600 --> 00:56:45,760
It's trying to stop.