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Justin Mares, co-founder of Kettle & Fire, discusses his journey in the food industry and his realization of the problems within the food system. He emphasizes the importance of making healthy choices affordable and accessible, and introduces his latest venture, True Med, which aims to create a payment system that allows people to use their tax-free HSA and FSA dollars for wellness items. Mares believes that improving the incentives and options for healthy living is crucial in addressing the current health crisis.