248. Why I Built a Food Company with Anthony Gustin
Mar 27, 2024
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Anthony Gustin, founder of Lineage Provisions, discusses the devaluation of food preparation, supply chain issues affecting food quality, challenges in raising pork and chicken on ancestral diets, misconceptions about 'grass-finished' beef, concerns about seafood cleanliness, testing for PFAs, and the ethos behind creating a radically transparent food company.
Lineage Provisions prioritizes transparency and quality in sourcing regeneratively raised beef for their meat sticks.
The unique five-day air-drying process at controlled temperature distinguishes Lineage Provisions' meat sticks from others on the market.
The company focuses on surpassing organic standards in sourcing practices and maintaining high-quality standards.
Maintaining affordability without compromising on quality is a key focus for Lineage Provisions' meat sticks.
Future product lines will be driven by customer feedback, emphasizing unique and nourishing offerings.
Deep dives
Emphasis on Quality Ingredients and Regenerative Farming Practices
The meat sticks are made from 100% grass-fed, grass-finished, regeneratively raised beef with heart and liver. Vinegar is used for preservation instead of synthetic preservatives. The sourcing includes farms in Australia and the US known for regenerative practices.
Complexity of Production and High Standards
The process involved two years and 50 trials to perfect the product. The team faced challenges in creating consistency and ensuring the best quality. They innovated with a new air-drying technique to avoid curing or cooking methods, focusing on simplicity and natural preservation.
Commitment to Transparency and Quality Testing
Despite facing sourcing complexities and challenges in production, they prioritized transparency and quality. They conducted accelerated testing up to 12 months to ensure the meat sticks don't spoil, maintaining high nutritional value and microbiological safety.
Innovation in Air-Drying Technique for Premium Results
The unique five-day air-drying process at a controlled temperature of 78 degrees Fahrenheit distinguishes these meat sticks from others on the market. This proprietary approach preserves the structural integrity of the meat, retains critical enzymes, and optimizes stability without the need for excess preservatives.
Quality Standards and Transparency
The product aims to set a new standard by focusing on quality, surpassing organic standards, and utilizing sourcing beyond organic practices. Despite not being labeled organic, the farms supplying the meat adhere to high-level farming practices, meeting and surpassing organic standards.
Price Competitiveness and Retail Strategy
Despite being competitively priced in comparison to similar modern meat snack brands, the product is not intended to reach extremely low price points like mainstream snacks due to the challenges in maintaining quality. The focus is on affordability without compromising on sourcing and quality standards. The company's retail strategy emphasizes direct sales to maintain quality and pricing integrity.
Restocking and Scaling Challenges
The product's frequent sell-outs during restocking highlight the commitment to maintaining high quality and small-batch production to avoid compromising quality. Scaling up while upholding strict sourcing standards poses challenges, leading to periodic stock shortages. The company aims to restock regularly and expand production to meet increasing demand.
Future Product Development and Customer Feedback
Future product lines will be driven by customer feedback, with an emphasis on meeting diverse needs and preferences. Feedback on desired products like protein butter and protein options guides the development of unique and nourishing offerings. Upcoming releases are kept under wraps, promising exciting and distinct product launches based on consumer input.
Pride in Product and Mission
Despite facing critiques, the team takes pride in the product they've created, stemming from a deep commitment to quality and transparency. Transparently sharing the product journey, the team reflects on the challenging process of bringing a unique, high-quality offering to market. Loyalty to their mission of providing nourishing, high-quality products shines through every aspect of the product development process.
While the food industry continues to follow its convenience, profit, addiction business model Paul and Anthony explain the ethos behind and process of creating Lineage Provisions, a radically transparent food company determined to play their part in elevating and celebrating food quality.
Check out Lineage Meat Sticks here: lineageprovisions.com/psmdyt
*Produced by Mountain Valley Media
00:00:00 Podcast begins
00:03:00 The devaluation of food preparation in modern society
00:09:00 how supply chain issues contribute to poor food quality
00:17:50 Why it’s so hard to raise pork and chicken on their ancestral diet
00:28:47 Ads
00:45:21 Why most “grass-finished” beef isn’t what you think it is
01:05:09 Lineage Ad
01:13:21 Paul’s beef with seafood
01:21:20 Testing for PFAs
01:25:17 What to expect from Lineage Provisions
01:28:45 Answering FAQs about Lineage Provision’s meat sticks
Buy Lineage Beef Sticks: https://lineageprovisions.com/products/classic-meat-sticks
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