Launching Business Experiments with Landing Pages

Justin Mares is the founder of Kettle and Fire, Perfect Keto, and Surely Non-Alcoholic Wines, and is working on his fourth company: Truemed.  I am super impressed with what Justin has accomplished, and am a big fan of Kettle and Fire.  My wife and I drink their bone broth regularly.  What I am most inspired by is that Justin isn’t in business just to be in business.  He is in business to solve problems that make peoples’ lives better, specifically around their physical and mental health and wellbeing.  As the sickest generation of Americans in history–and it’s not even close–he is on a mission to rescue the food system and transform the industry into something that serves people first, not profits.  Health is foundational to human flourishing – even before shelter.  

We discuss how Justin started Kettle and Fire by testing the idea with a landing page and no actual product to gauge demand.  We discuss the importance of a healthy food system, and the failures of regulatory bodies like the FDA. Justin emphasizes the need for companies to prioritize consumer health and wellness. Our conversation explores the impact of food regulations and the state of health in the US.  Justin highlights the differences between the US and the EU in terms of food regulations, with the US allowing thousands of chemicals in food that are banned in Europe. We also discuss the high rates of chronic diseases and obesity in the US, and the connection between physical and mental health. 

TAKEAWAYS

• The most profitable food products are often the worst for people, highlighting the brokenness of the food system.

• Starting a company that prioritizes consumer health and wellness is important but challenging.

• Bone broth is a nutrient-dense food that can improve gut, skin, and joint health.

• The FDA and other regulatory bodies have failed to protect consumers, leading to high rates of chronic disease.

• The food system needs to be reformed to prioritize healthier and more sustainable options. The US allows thousands of chemicals in food that are banned in Europe, leading to worse health outcomes for Americans.

• The US has high rates of chronic diseases and obesity, with 60% of Americans living with at least one chronic disease and 80% being overweight.

• There is a strong connection between physical and mental health, and addressing physical health through food interventions can improve mental health.

• Food regulations and the food system play a significant role in the overall health of the population.

  
  

CHAPTERS

00:00 Introduction and Sponsor Acknowledgment

01:09 Guest Introduction: Justin Mares

03:25 Starting Kettle and Fire: Testing the Idea

08:16 The Benefits of Bone Broth

11:35 Creating Healthier Food Products

19:11 The Failures of Regulatory Bodies

23:33 Differences in Food Regulations: US vs. EU

30:42 High Rates of Chronic Diseases and Obesity in the US

41:42 The Connection Between Physical and Mental Health

46:24 The Impact of Food Regulations on Health

CONNECT WITH JUSTIN

• Justin’s Substack: The Next | Justin Mares | Substack

• Twitter: Justin Mares (@jwmares) / X

• Kettle and Fire: https://www.kettleandfire.com/

• Surely Non-Alcoholic Wines: https://www.drinksurely.com/

• Perfect Keto: https://perfectketo.com/

• Truemed: https://www.truemed.com/

RECS

Book Rec: Formerly Known as Food

Book Rec: The End of Craving

Book Rec: Gangs of America

CONNECT WITH BUILDING CULTURE

https://www.buildingculture.com/

https://www.instagram.com/buildingculture/

https://twitter.com/build_culture

https://www.facebook.com/BuildCulture/

CONNECT WITH AUSTIN TUNNELL

https://www.instagram.com/austintunnell/

https://www.linkedin.com/in/austin-tunnell-2a41894a/

https://twitter.com/AustinTunnell

https://playbook.buildingculture.com/