WEBVTT

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>> TWO INDIANAPOLIS DADS HAVE

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LAUNCHED A COMPANY THEY SAY

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HELPS PARENTS OVERCOME THE

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UNIVERSAL STRUGGLE OF GETTING

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KIDS TO TAKE THEIR VITAMINS.

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BUSINESS OF HEALTH REPORTER

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KYLIE VELETA HAS MORE.

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KYLIE.

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>> THANK YOU, GERRY.

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CALLED BETTER FAMILY, THE YOUNG

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COMPANY INITIALLY FOCUSED ON

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FIGURING OUT HOW TO GET KIDS ON

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BOARD WITH TAKING VITAMINS, BUT

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THEIR BUSINESS MODEL SOON

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EXPANDED TO THE ENTIRE FAMILY.

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BETTER FAMILY SAYS ABOUT 100

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HOOSIER HOUSEHOLDS ARE NOW USING

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ITS MULTIVITAMIN PRODUCT: WHICH

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IS ONE LIQUID DESIGNED FOR THE

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ENTIRE FAMILY.

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DADS AND CO-FOUNDERS MATT

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HASBROOK AND PHIL ENCK JOIN ME

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NOW TO TELL US MORE.

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THANK YOU FOR COMING TO THE

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SHOW.

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>> THANK YOU FOR HAVING US.

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>> WE LOVE HAVING DADS ON.

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TYPICALLY IT'S MOMS.

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WELCOME DADS.

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YOU ARE HEALTH NUTS, VITAMIN

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JUNKIES.

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>> I HAVE BEEN A VITAMIN AND

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NUTRITION JUNKIE MY WHOLE LIFE,

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ACTUALLY CREATED A VITAMIN

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MEDSPA IN CARMEL THAT DOES

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INTRAVENOUS VITAMIN THERAPY.

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I WAS AT THE POOL ONE DAY

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TALKING TO PHIL, HE IS ALSO A

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VITAMIN OFFICIAL -- WE PULLED

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OUT A BUCKET OF DIFFERENT

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SUPPLEMENTS, TRYING TO GET OUR

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KIDS TO TAKE.

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MAN, THIS IS REALLY A CHALLENGE,

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HOW DO WE MAKE THIS BETTER.

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THEN WE FOUND THIS PHARMACIST

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NATUROPATHIC GENIUS PARTNER WHO

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HAS ALL THE SCIENTIFIC

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BACKGROUND.

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HE BROUGHT IT.

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THE THREE OF US GOT TOGETHER

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ABOUT A YEAR-AND-A-HALF AGO, OR

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SO, AND HAD THIS IDEA TO

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SIMPLIFY BUSY PARENTS' LIVES AND

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ALLEVIATE SOME OF THE CHALLENGES

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IT TAKES TO GET YOUR KIDS THE

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DAILY NUTRITION THEY NEED.

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>> YOU FAILED TO MENTION YOUR

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PHARMACIST IS IN ZIONSVILLE.

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HE'S LOCAL.

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>> YES.

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>> PHIL, SIMPLICITY IS A MAJOR

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SELLING POINT, ONE LIQUID,

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ENTIRE FAMILY, ADJUST THE

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DOSAGE.

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EXPLAIN WHY YOU WANTED TO GO THE

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LIQUID ROUTE?

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>> WELL, THE PHARMACISTS WE'RE

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TALKING ABOUT, HE TAUGHT US A

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LOT OF GREAT THINGS EARLY ON,

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THE MAJORITY OF THINGS ARE IN

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PILLS AND TABLETS.

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WE COULD HAVE GONE THAT ROUTE.

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THE REALITY IS LIQUID IS MORE

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ABSORBABLE.

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WE WENT THAT ROUTE WITH THE IDEA

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WE WERE GOING TO GET MORE OF THE

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ACTUAL INGREDIENTS INTO THE

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BODY.

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IF YOU LOOK AT PILLS AND

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CAPSULES, YOUR BODY HAS TO BREAK

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THEM DOWN, GO THROUGH A PROCESS

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TO TURN INTO A LIQUID TO GET

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INTO YOUR BLOODSTREAM.

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LIQUID IS IMMEDIATE AND GOES

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RIGHT IN.

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>> THINK THE WORLD OF AMAZON.

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ONE OF YOU SAID IT IS THE WILD,

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WILD WEST OF VITAMINS.

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THERE ARE SO MANY MILLIONS OF

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PRODUCTS OUT THERE.

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WHAT MAKES YOURS UNIQUE AND

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STAND OUT IN THE CROWD?

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>> I THINK LIQUID IS ONE.

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IF YOU LOOK AT IT, AMAZON IS

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ABOUT HOW MANY THINGS CAN THEY

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SELL YOU, AND YOU GET FIVE

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THINGS AND THINK YOU'VE SOLVED

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YOUR PROBLEM AND YOU GET SIX

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MORE, THAT WAS MATT AND I.

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>> WE LOOKED AT AMAZON, AMAZON

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IS OBVIOUSLY THE BEST WAY TO

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SELL E-COMMERCE.

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BUT THEY OWN THE CUSTOMER AND IT

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IS VERY EXPENSIVE AND THEY TAKE

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A LOT OF PERCENTAGE OF YOUR

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SALES.

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WE SAID HOW ARE WE GOING TO

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COMPETE.

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IT WAS A CHALLENGE TO COMPETE IN

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THE BIG BLUE OCEAN.

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WE FIGURED OUT NOBODY HAS

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FIGURED OUT HOW TO MAKE A LIQUID

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THAT TASTE GOOD ENOUGH THAT A

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KID WOULD WANT TO TAKE IT.

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SO BESIDES THE LIQUID, IT'S THE

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FLAVOR THAT'S PALATABLE ENOUGH

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THAT A KID WOULD WANT TO TAKE

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IT.

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>> YOUR BUSINESS MODEL IS

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UNIQUE.

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YOU HAVE A SUBSCRIPTION

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REPLENISHMENT MODEL.

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EXPLAIN.

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>> SURE.

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WE WANT PEOPLE TO WANT TO TAKE

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IT.

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SO WE DON'T WANT PEOPLE TO

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STOCKPILE PRODUCT, WE -- YOU CAN

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PAUSE AND CANCEL AT ANY TIME.

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WE WANT TO SHOW UP AT YOUR DOOR

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AT THE PRECISE MOMENT WHEN YOUR

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FAMILY RUNS OUT.

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IF YOU'RE A FAMILY OF FIVE, YOU

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MAY GET THE PRODUCT EVERY 35

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DAYS.

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A FAMILY OF 6, 30 DAYS,

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ET CETERA.

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BASED ON AN ALGORITHM BUILT

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AROUND YOUR FAMILY.

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AND YOU BUILD THAT HOUSE HOLD

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AND ADJUST IT AND PAUSE AT ANY

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TIME.

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>> LAUNCHED IN THE THICK OF A

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PANDEMIC ABOUT SIX MONTHS AGO TO

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YOUR CUSTOMERS.

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YOU'VE BEEN DEALING WITH

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CUSTOMERS ABOUT SIX MONTHS NOW,

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PHIL, AN UPDATE.

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HOW IS IT GOING?

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>> GOING REALLY WELL.

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WE SIGNED UP 100 PEOPLE WHEN WE

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LAUNCHED INITIALLY.

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WE'VE BEEN PILING ON A FEW NEW

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ONES EACH DAY.

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IT'S BEEN VERY STICKY.

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WE HAVEN'T LOST MANY PEOPLE.

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VERY FEW CANCELLATIONS.

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I THINK PEOPLE LIKE THE

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SIMPLICITY OF IT.

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I THINK YOU'VE GOT SOMETHING

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THEY CAN PUT A DROPPER ON YOUR

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TONGUE RATHER THAN TEN PILLS.

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I GOT A CALL FROM MY DAD, 84

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YEARS OLD, HE WANTED TO RAMBLE

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HOW MUCH HE LIKED VITAMINS, SEND

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HIM MORE VITAMINS.

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>> DAD IS A BIG SUPPORTER.

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>> BASICALLY IT IS EASIER TO

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STICK THIS UNDER MY TONGUE, I

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DON'T LIKE SWALLOWING MY PILLS.

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>> MATT, HAVE YOU A STRONG

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SPORTS BACKGROUND, YOU ARE KIND

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OF LIKE RUDY.

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>> YES.

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NOTRE DAME WAS ONE OF FOUR

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PROGRAMS THAT HAD A FULL-TIME

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NUTRITIONIST.

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I WAS LESS TALENTED, SO I HAD TO

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WORK OFF ON THE NUTRITION SIDE.

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THAT'S WHERE I GOT THE BUG.

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THIS HAS BEEN A LABOR OF LOVE

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FOR PROBABLY SINCE I WAS A

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TEENAGER BETWEEN WRESTLING AND

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FOOTBALL, EXTREME NUTRITION TO

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ADVANCE MY ATHLETIC PERFORMANCE.

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>> STARTED AS A PASSION PROJECT

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FOR BOTH OF YOU.

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>> AND THEN WE SAW AN

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OPPORTUNITY AND A NEED BECAUSE

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OF OUR KIDS, AND THE NUTRITIONAL

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GAPS IN MOST FAMILY'S DIETS U

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DIET, HARD TO GET YOUR KIDS TO

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EAT FRUITS AND VEGETABLES LET