Guy Raz

Exactly.

Right.

Okay.

It makes sense.

And it doesn't move?

It's kind of crazy just by moving it from one aisle to a different aisle that it actually has that much of an impact.

Like it just shows you how kind of crazy consumer behavior is, right?

It's the same product that's just moved two aisles down or three aisles down.

And I guess someone who helped you raise money was a guy named Lance Gentry, who you soon brought on to help manage the business, to manage Justin's.

And I guess he had a lot of experience.

I think he'd been a former executive at Izzy Sodas, which was another brand started in Boulder, right?

Yes.

So, all right, a million dollars.

You're proving this out, right?

At this time, you've got UNFI distributing your stuff.

And are the packets also being distributed to 40 stores or are they just in that one Whole Foods?

their minds yeah and they would be like oh my god if this guy remembered me the least I can do is help him yeah and it like it was so important all right so you have this goal to raise money and and you've gotten the nut butters and a lot more Whole Foods and you've got the packs and I'm not you know gonna surprise anybody here you do raise the money I think it took you about probably about a year but you raised a million dollars from angel investors and

So now Lance joins you, right, to help you.

And what does he what you're the CEO, I'm assuming is he does he take an operational role or more of an advisory role or what?

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