GT Dave

Killed is the thing that, honestly, Rick, if there's just one thing that I just hope and pray people still recognize when they're on their, call it their health and wellness journey, is do not underestimate the importance of living versus dead.

That's why like early on, it just came to me.

It wasn't like a cute slogan, but my first slogan was living food for the living body.

Like if you want to have vitality, if you want to live long and thrive, ask yourself, what are you putting into your body to support that objective or that journey?

That's my greatest fear right now is that people are overlooking how the product's made in exchange for like, again, how much sugar's in it.

Convenience.

Yeah.

It's wild.

So the next step was now West Coast.

So at the time, Whole Foods was still a very, very small company, but they were the premier health and wellness natural food store.

So I used them as kind of almost like a direction of where I should go next.

And I'd marry that with

what I believe was the demographics and psychographics of the country, right?

So I knew like, you know, West Coast typically is a little bit more advanced when it comes to health and wellness because I think we have more nature.

So that's why like the Pacific Northwest immediately became like, I need to go there, the Rockies.

And so I basically went to the, I went to the Rockies first

and sold to Whole Foods there and other natural food stores.

Yeah, where the co-ops were.

I mean, the co-ops, as you know, those are the diehard stores.

They were like the early days of Erewhon.