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Right. So they take your equipment. They're running it. Okay. So you start to see... I mean, Starbucks, huge deal. Sounds like Lance is a, a transformational guy. The business is growing. You're now at, like, it's 2009. You've raised the money. You're getting into 2010, and I, I think that year was a, uh, it was, there... | customer: ... grab and go. But in order to get into Starbucks, we had to have a, a food audit, and our little shared kitchen space with Bobo's wasn't cutting it. And so we had to find a food manufacturer who would overnight take our existing peanut butter-making process and put it into their facility where they have fu... | 4,334.726 | 4,360.646 | agent | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
[laughs] So, so 2010, I'll just set this, to set the stage, we're in Starbucks nationally, right? We're in Whole Foods nationally. We are now getting a lot of conventional retailers like Kroger and Target to notice us. And then Lance, who is my mentor, my hero, and kind of this everywhere-all-at-once guy, is diagnosed ... | agent: Yeah.
customer: They have, uh, uh, employees that are, you know, uh, come in all the time. And so we literally took this whole room and moved it into their facility, and they made a bunch of other food products there. And then they had the, the, the credentials and the licensing and the auditing that Starbucks n... | 4,360.646 | 4,400.666 | customer | eng | en | us | founder | 0 | 0 | 0 | 1 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | Lance, who is my mentor, my hero | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | ||||||
Did you, d- was he ill when you, you started working with him? | customer: They have, uh, uh, employees that are, you know, uh, come in all the time. And so we literally took this whole room and moved it into their facility, and they made a bunch of other food products there. And then they had the, the, the credentials and the licensing and the auditing that Starbucks needed in orde... | 4,400.666 | 4,404.396 | agent | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
No, it was crazy. | agent: Right. So they take your equipment. They're running it. Okay. So you start to see... I mean, Starbucks, huge deal. Sounds like Lance is a, a transformational guy. The business is growing. You're now at, like, it's 2009. You've raised the money. You're getting into 2010, and I, I think that year was a, uh, it was... | 4,404.396 | 4,405.636 | customer | eng | en | unknown | founder | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
So it was just sudden? | customer: [laughs] So, so 2010, I'll just set this, to set the stage, we're in Starbucks nationally, right? We're in Whole Foods nationally. We are now getting a lot of conventional retailers like Kroger and Target to notice us. And then Lance, who is my mentor, my hero, and kind of this everywhere-all-at-once guy, is ... | 4,405.636 | 4,406.756 | agent | eng | nl | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Like, one day he had a headache, and then the headache lasted three days, and then he went to a hospital, and then they did a brain scan- | agent: Did you, d- was he ill when you, you started working with him?
customer: No, it was crazy.
agent: So it was just sudden? | 4,406.756 | 4,415.406 | customer | eng | en | unknown | other | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Wow | customer: No, it was crazy.
agent: So it was just sudden?
customer: Like, one day he had a headache, and then the headache lasted three days, and then he went to a hospital, and then they did a brain scan- | 4,415.406 | 4,415.416 | agent | eng | pl | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
... and they found a tumor, and he had no idea. | agent: So it was just sudden?
customer: Like, one day he had a headache, and then the headache lasted three days, and then he went to a hospital, and then they did a brain scan-
agent: Wow | 4,415.416 | 4,419.125 | customer | eng | en | unknown | other | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Oh. | customer: Like, one day he had a headache, and then the headache lasted three days, and then he went to a hospital, and then they did a brain scan-
agent: Wow
customer: ... and they found a tumor, and he had no idea. | 4,419.126 | 4,419.466 | agent | eng | de | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
So then, you know, at that moment, not only did we have to, to grieve And as a company, there's maybe there's, you know, eight of us, you know, pause what we're doing and really, like, honor someone who was a dear friend of ours and, and be there for his family. And he was a larger-than-life human, and so the whole com... | agent: Wow
customer: ... and they found a tumor, and he had no idea.
agent: Oh. | 4,419.466 | 4,446.344 | customer | eng | en | unknown | other | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Yeah. | customer: ... and they found a tumor, and he had no idea.
agent: Oh.
customer: So then, you know, at that moment, not only did we have to, to grieve And as a company, there's maybe there's, you know, eight of us, you know, pause what we're doing and really, like, honor someone who was a dear friend of ours and, and be ... | 4,446.344 | 4,446.354 | agent | eng | id | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
And, and I had to, and I had to step up into a really, like, powerful leadership role where I had to show empathy and, and courage but also roll up my sleeves and be like, "All right. You know, we've, we've gotta move on because the world isn't gonna wait for us to be ready." And that was a really, really hard moment f... | agent: Oh.
customer: So then, you know, at that moment, not only did we have to, to grieve And as a company, there's maybe there's, you know, eight of us, you know, pause what we're doing and really, like, honor someone who was a dear friend of ours and, and be there for his family. And he was a larger-than-life human,... | 4,446.354 | 4,485.444 | customer | eng | en | unknown | founder | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Right. | customer: So then, you know, at that moment, not only did we have to, to grieve And as a company, there's maybe there's, you know, eight of us, you know, pause what we're doing and really, like, honor someone who was a dear friend of ours and, and be there for his family. And he was a larger-than-life human, and so the... | 4,485.444 | 4,485.444 | agent | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
I was there for five years. And, um, all this stuff's happening all at once. | agent: Yeah.
customer: And, and I had to, and I had to step up into a really, like, powerful leadership role where I had to show empathy and, and courage but also roll up my sleeves and be like, "All right. You know, we've, we've gotta move on because the world isn't gonna wait for us to be ready." And that was a reall... | 4,485.444 | 4,490.354 | customer | eng | en | unknown | founder | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
So, I mean, and this becomes your focus, right? And, and without Lance, I mean, were you on your own, or did you have other people that could sort of, you know, that you could lean on and, and rely on for advice? | customer: And, and I had to, and I had to step up into a really, like, powerful leadership role where I had to show empathy and, and courage but also roll up my sleeves and be like, "All right. You know, we've, we've gotta move on because the world isn't gonna wait for us to be ready." And that was a really, really har... | 4,490.354 | 4,504.834 | agent | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Yeah. The, the, the beautiful thing about the Boulder community is I had a lot of great people I could lean on for advice and get, you know, support from. But at that moment, I kind of knew, like, you know, I had a window of opportunity, and it was closing because, you know, people were noticing us. We now had- | agent: Right.
customer: I was there for five years. And, um, all this stuff's happening all at once.
agent: So, I mean, and this becomes your focus, right? And, and without Lance, I mean, were you on your own, or did you have other people that could sort of, you know, that you could lean on and, and rely on for advice? | 4,504.834 | 4,526.114 | customer | eng | en | us | founder | 0 | 0 | 0 | 0 | 0 | 1 | 1 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | I had a lot of great people I could lean on for advice and get, you know, support from | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | ||||||
Yeah | customer: I was there for five years. And, um, all this stuff's happening all at once.
agent: So, I mean, and this becomes your focus, right? And, and without Lance, I mean, were you on your own, or did you have other people that could sort of, you know, that you could lean on and, and rely on for advice?
customer: Yea... | 4,526.114 | 4,526.124 | agent | eng | tr | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
... a national brand, and we were in Starbucks, and people were like, "Okay, this squeeze pack's a real thing." And so now I felt like, "Okay, I need more support. I need an- another adult in the room." And that's when I started to look for, um, institutional capital. | agent: So, I mean, and this becomes your focus, right? And, and without Lance, I mean, were you on your own, or did you have other people that could sort of, you know, that you could lean on and, and rely on for advice?
customer: Yeah. The, the, the beautiful thing about the Boulder community is I had a lot of great pe... | 4,526.124 | 4,540.974 | customer | eng | en | us | founder | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | 0 | The founder is looking for institutional capital, implying a need for support from external institutions. | I need more support. I need an- another adult in the room. And that's when I started to look for, um, institutional capital. | medium | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||
Outside investors, yeah, or bigger, b- more money and, and maybe a private equity or, or somebody like that. | customer: Yeah. The, the, the beautiful thing about the Boulder community is I had a lot of great people I could lean on for advice and get, you know, support from. But at that moment, I kind of knew, like, you know, I had a window of opportunity, and it was closing because, you know, people were noticing us. We now ha... | 4,540.974 | 4,547.394 | agent | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Yeah. | agent: Yeah
customer: ... a national brand, and we were in Starbucks, and people were like, "Okay, this squeeze pack's a real thing." And so now I felt like, "Okay, I need more support. I need an- another adult in the room." And that's when I started to look for, um, institutional capital.
agent: Outside investors, yea... | 4,547.394 | 4,548.414 | customer | eng | id | unknown | other | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
All right. So the, the, the, the packets are working, and you've got the nut butters, and you decide to move into peanut butter cups as, uh, right, a really interesting idea, right? A, an elevated version of Reese's Peanut Butter Cups. But like Reese's Peanut Butter Cups, it's iconic. I imagine it dominates the, the ca... | customer: ... a national brand, and we were in Starbucks, and people were like, "Okay, this squeeze pack's a real thing." And so now I felt like, "Okay, I need more support. I need an- another adult in the room." And that's when I started to look for, um, institutional capital.
agent: Outside investors, yeah, or bigger... | 4,548.414 | 4,581.894 | agent | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Yeah. So th- the idea was if Reese's can't sell a peanut butter cup into Whole Foods or into any natural food store, then someone should. And why can't it be Justin's? We already make the best peanut butter. Uh, uh, Reese's wasn't even a competitor. And where it really caught me by surprise, t- two things. One is the v... | agent: Outside investors, yeah, or bigger, b- more money and, and maybe a private equity or, or somebody like that.
customer: Yeah.
agent: All right. So the, the, the, the packets are working, and you've got the nut butters, and you decide to move into peanut butter cups as, uh, right, a really interesting idea, right?... | 4,581.894 | 4,635.874 | customer | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Okay. So you're, so you've got these out there, but you want, you need to scale and grow, and you know in the back of your mind you're looking for institutional money. Um, what did you have to do to attract a big institutional backer who was gonna put in significant cash to help you guys really scale? 'Cause you're, yo... | customer: Yeah.
agent: All right. So the, the, the, the packets are working, and you've got the nut butters, and you decide to move into peanut butter cups as, uh, right, a really interesting idea, right? A, an elevated version of Reese's Peanut Butter Cups. But like Reese's Peanut Butter Cups, it's iconic. I imagine i... | 4,635.874 | 4,666.484 | agent | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
So we had a really... You know, we had a fast-growing company in a category that was notoriously stagnant. We had an innovation with the squeeze pack, and so we w- we had a really good brand story. And so we had an opportunity where we could really interview and partner with who we wanted to partner with. And I really ... | agent: All right. So the, the, the, the packets are working, and you've got the nut butters, and you decide to move into peanut butter cups as, uh, right, a really interesting idea, right? A, an elevated version of Reese's Peanut Butter Cups. But like Reese's Peanut Butter Cups, it's iconic. I imagine it dominates the,... | 4,667.554 | 4,724.874 | customer | eng | en | us | founder | 0 | 0 | 0 | 0 | 1 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | I took the best partner that was there that knew how to help me scale | medium | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | ||||||
Right. When you brought in, when VMG, I think they invested about $47 million initially. W- now you've got a big private equity firm behind you, which is great 'cause there's cash, but there's also complications. You've got to... It's a different beast now, and, and they need a return on it. What kinds of challenges di... | customer: Yeah. So th- the idea was if Reese's can't sell a peanut butter cup into Whole Foods or into any natural food store, then someone should. And why can't it be Justin's? We already make the best peanut butter. Uh, uh, Reese's wasn't even a competitor. And where it really caught me by surprise, t- two things. On... | 4,724.874 | 4,757.793 | agent | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Yeah. So we're about a year in, and one of my board members, Peter Burns, who had just left Celestial, was ready for his next thing. And so we w- I was able to recruit him to come and become the CEO And at first I was like, "Hey, let's be co-CEOs." And he's like, "Okay." And then I saw what a, what a really amazing, fu... | agent: Okay. So you're, so you've got these out there, but you want, you need to scale and grow, and you know in the back of your mind you're looking for institutional money. Um, what did you have to do to attract a big institutional backer who was gonna put in significant cash to help you guys really scale? 'Cause you... | 4,757.794 | 4,816.85 | customer | eng | en | us | founder | 0 | 0 | 0 | 0 | 1 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | Peter knows how to set expectations and how to manage, you know, large private equity groups' expectations | medium | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | ||||||
And he... I guess he becomes co-chief executive, and you guys are now working together. And I mean, what were you able to do with that? I mean, I imagine a lot with that infusion of cash. | customer: So we had a really... You know, we had a fast-growing company in a category that was notoriously stagnant. We had an innovation with the squeeze pack, and so we w- we had a really good brand story. And so we had an opportunity where we could really interview and partner with who we wanted to partner with. And... | 4,816.85 | 4,829.29 | agent | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Yeah, so what we did is we hired really intelligent people who had experience working in food companies that were scaling as fast as we were. And so we're developing new products, getting into more stores, and we are trying to grow outside of just groceries. So we're, you know, we're getting into REI, we're... And it's... | agent: Right. When you brought in, when VMG, I think they invested about $47 million initially. W- now you've got a big private equity firm behind you, which is great 'cause there's cash, but there's also complications. You've got to... It's a different beast now, and, and they need a return on it. What kinds of challe... | 4,830.35 | 4,858.67 | customer | eng | en | us | founder | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Did it also drive you to start thinking about selling? | customer: Yeah. So we're about a year in, and one of my board members, Peter Burns, who had just left Celestial, was ready for his next thing. And so we w- I was able to recruit him to come and become the CEO And at first I was like, "Hey, let's be co-CEOs." And he's like, "Okay." And then I saw what a, what a really a... | 4,858.67 | 4,861.59 | agent | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
No, it, it didn't. You know, it, it... I was... Advice I got early on, which was, "You build the best company that you can build, and don't go out and try to sell a business. Have somebody wanna come and buy it." And so I was so head down, all of us, so head down focused. We knew that someday we'd have to take out debt... | agent: And he... I guess he becomes co-chief executive, and you guys are now working together. And I mean, what were you able to do with that? I mean, I imagine a lot with that infusion of cash.
customer: Yeah, so what we did is we hired really intelligent people who had experience working in food companies that were s... | 4,862.67 | 4,919.07 | customer | eng | en | unknown | founder | 0 | 0 | 0 | 1 | 1 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | Advice I got early on, which was, "You build the best company that you can build, and don't go out and try to sell a business. Have somebody wanna come and buy it." | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | ||||||
Mm-hmm. And it was Hormel who, right, they initially came to you, and eventually they, you would, uh, uh, you guys would come to terms and accept an offer. In 2016, they bought, uh, the brand for $280 million, which was certainly a great, um, outcome for, even for the VMG investors who, you know, put in $47, $46 millio... | customer: Yeah, so what we did is we hired really intelligent people who had experience working in food companies that were scaling as fast as we were. And so we're developing new products, getting into more stores, and we are trying to grow outside of just groceries. So we're, you know, we're getting into REI, we're..... | 4,919.07 | 4,947.48 | agent | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Mm-hmm. | agent: Did it also drive you to start thinking about selling?
customer: No, it, it didn't. You know, it, it... I was... Advice I got early on, which was, "You build the best company that you can build, and don't go out and try to sell a business. Have somebody wanna come and buy it." And so I was so head down, all of u... | 4,947.48 | 4,947.71 | customer | eng | vi | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
But before we get, get to that point, I mean, I can imagine it was... It, I mean, 13 years you were doing this. So this was really now a chance for you to, uh... And, and maybe you were able to take some money off the table when, when VMG made an investment. Uh- | customer: No, it, it didn't. You know, it, it... I was... Advice I got early on, which was, "You build the best company that you can build, and don't go out and try to sell a business. Have somebody wanna come and buy it." And so I was so head down, all of us, so head down focused. We knew that someday we'd have to tak... | 4,947.71 | 4,964.01 | agent | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Right | agent: Mm-hmm. And it was Hormel who, right, they initially came to you, and eventually they, you would, uh, uh, you guys would come to terms and accept an offer. In 2016, they bought, uh, the brand for $280 million, which was certainly a great, um, outcome for, even for the VMG investors who, you know, put in $47, $46... | 4,964.01 | 4,964.09 | customer | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
... but now here was a chance for you to really see, like, some, some significant cash from, from 13 years of work. | customer: Mm-hmm.
agent: But before we get, get to that point, I mean, I can imagine it was... It, I mean, 13 years you were doing this. So this was really now a chance for you to, uh... And, and maybe you were able to take some money off the table when, when VMG made an investment. Uh-
customer: Right | 4,964.09 | 4,972.43 | agent | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Yeah. Yeah. It was, it was overwhelming, and it was, uh, it, it was complicated, right? So it was the most joyous moment of my life to realize this great opportunity to set yourself free financially, and everyone in the business was an owner. Every single person had an equity stake. So we changed everyone's life in a m... | agent: But before we get, get to that point, I mean, I can imagine it was... It, I mean, 13 years you were doing this. So this was really now a chance for you to, uh... And, and maybe you were able to take some money off the table when, when VMG made an investment. Uh-
customer: Right
agent: ... but now here was a chan... | 4,972.43 | 5,037.31 | customer | eng | en | unknown | founder | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Mm-hmm | customer: Right
agent: ... but now here was a chance for you to really see, like, some, some significant cash from, from 13 years of work.
customer: Yeah. Yeah. It was, it was overwhelming, and it was, uh, it, it was complicated, right? So it was the most joyous moment of my life to realize this great opportunity to se... | 5,037.31 | 5,037.49 | agent | eng | de | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
... so I can maybe either do it again or help other companies achieve that. So I was really excited to stick around and to learn anyway. | agent: ... but now here was a chance for you to really see, like, some, some significant cash from, from 13 years of work.
customer: Yeah. Yeah. It was, it was overwhelming, and it was, uh, it, it was complicated, right? So it was the most joyous moment of my life to realize this great opportunity to set yourself free ... | 5,037.49 | 5,044.17 | customer | eng | en | unknown | founder | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
And were you gonna be the CEO, or, or, or what was the role you were gonna play? | customer: Yeah. Yeah. It was, it was overwhelming, and it was, uh, it, it was complicated, right? So it was the most joyous moment of my life to realize this great opportunity to set yourself free financially, and everyone in the business was an owner. Every single person had an equity stake. So we changed everyone's l... | 5,044.17 | 5,048.269 | agent | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
[laughs] That wasn't even an option. I was gonna be, um, you know, kind of the founder on the sidelines. | agent: Mm-hmm
customer: ... so I can maybe either do it again or help other companies achieve that. So I was really excited to stick around and to learn anyway.
agent: And were you gonna be the CEO, or, or, or what was the role you were gonna play? | 5,048.269 | 5,054.58 | customer | eng | en | unknown | other | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Right. | customer: ... so I can maybe either do it again or help other companies achieve that. So I was really excited to stick around and to learn anyway.
agent: And were you gonna be the CEO, or, or, or what was the role you were gonna play?
customer: [laughs] That wasn't even an option. I was gonna be, um, you know, kind of ... | 5,054.58 | 5,054.61 | agent | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
But I, I would, I would input with, with innovation and with purpose and with mission and culture and things. | agent: And were you gonna be the CEO, or, or, or what was the role you were gonna play?
customer: [laughs] That wasn't even an option. I was gonna be, um, you know, kind of the founder on the sidelines.
agent: Right. | 5,054.61 | 5,060.089 | customer | eng | en | unknown | other | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Got it. All right, you ended up staying with Justin's under Hormel until 2021, and then you took a, a, a, a position at Rudi's Organic Bakery that, uh, makes, uh, gluten-free bread and organic bread. But I'm curious about what happened, in your view, to Justin's maybe after you left or even as you were leaving, because... | customer: [laughs] That wasn't even an option. I was gonna be, um, you know, kind of the founder on the sidelines.
agent: Right.
customer: But I, I would, I would input with, with innovation and with purpose and with mission and culture and things. | 5,060.09 | 5,096.57 | agent | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
I think t- to, to Hormel's credit, they're a, I don't know, a $6 billion company. They've been around for 110 years. Like, they clearly know what they're doing. They're good people who run that organization. And Justin's was such a small company that they just didn't know how to run a company of that size. And then whe... | agent: Right.
customer: But I, I would, I would input with, with innovation and with purpose and with mission and culture and things.
agent: Got it. All right, you ended up staying with Justin's under Hormel until 2021, and then you took a, a, a, a position at Rudi's Organic Bakery that, uh, makes, uh, gluten-free brea... | 5,097.71 | 5,159.138 | customer | eng | en | unknown | founder | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Hmm. | customer: But I, I would, I would input with, with innovation and with purpose and with mission and culture and things.
agent: Got it. All right, you ended up staying with Justin's under Hormel until 2021, and then you took a, a, a, a position at Rudi's Organic Bakery that, uh, makes, uh, gluten-free bread and organic ... | 5,159.138 | 5,159.478 | agent | eng | sv | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
And so it just didn't make sense to continue to stay there, especially when, you know, a company like Rudi's really could, could use some help and use support. | agent: Got it. All right, you ended up staying with Justin's under Hormel until 2021, and then you took a, a, a, a position at Rudi's Organic Bakery that, uh, makes, uh, gluten-free bread and organic bread. But I'm curious about what happened, in your view, to Justin's maybe after you left or even as you were leaving, ... | 5,159.478 | 5,167.958 | customer | eng | en | unknown | founder | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
All right. So you are kind of... You, you sort of move out of Justin's. And I guess, I mean, you're now at Rudi's and, um, you know, working on this new project, helping them as a, a, kind of advising them. Um, and I'm assuming you thought that was kind of your, your life with Justin's Nut Butter was done. Like, that w... | customer: I think t- to, to Hormel's credit, they're a, I don't know, a $6 billion company. They've been around for 110 years. Like, they clearly know what they're doing. They're good people who run that organization. And Justin's was such a small company that they just didn't know how to run a company of that size. An... | 5,169.038 | 5,192.398 | agent | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
It's interesting. So yes and no. So w- when I first left Justin's, I was pretty upset. It was like a bad breakup, right? | agent: Hmm.
customer: And so it just didn't make sense to continue to stay there, especially when, you know, a company like Rudi's really could, could use some help and use support.
agent: All right. So you are kind of... You, you sort of move out of Justin's. And I guess, I mean, you're now at Rudi's and, um, you know... | 5,193.638 | 5,201.258 | customer | eng | en | unknown | founder | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
You were upset because you felt you were kind of marginalized during COVID? | customer: And so it just didn't make sense to continue to stay there, especially when, you know, a company like Rudi's really could, could use some help and use support.
agent: All right. So you are kind of... You, you sort of move out of Justin's. And I guess, I mean, you're now at Rudi's and, um, you know, working on... | 5,201.258 | 5,205.498 | agent | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Yes. | agent: All right. So you are kind of... You, you sort of move out of Justin's. And I guess, I mean, you're now at Rudi's and, um, you know, working on this new project, helping them as a, a, kind of advising them. Um, and I'm assuming you thought that was kind of your, your life with Justin's Nut Butter was done. Like,... | 5,205.498 | 5,206.318 | customer | eng | fr | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
You left in a bad way? | customer: It's interesting. So yes and no. So w- when I first left Justin's, I was pretty upset. It was like a bad breakup, right?
agent: You were upset because you felt you were kind of marginalized during COVID?
customer: Yes. | 5,206.318 | 5,207.758 | agent | eng | so | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Not in a bad way. I was let go from the organization. They, they- | agent: You were upset because you felt you were kind of marginalized during COVID?
customer: Yes.
agent: You left in a bad way? | 5,207.758 | 5,210.768 | customer | eng | en | unknown | other | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
They didn't need you anymore. They- | customer: Yes.
agent: You left in a bad way?
customer: Not in a bad way. I was let go from the organization. They, they- | 5,210.768 | 5,211.938 | agent | eng | en | unknown | other | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Yes. I was a- | agent: You left in a bad way?
customer: Not in a bad way. I was let go from the organization. They, they-
agent: They didn't need you anymore. They- | 5,211.938 | 5,212.748 | customer | eng | en | unknown | other | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
And you felt... Okay. | customer: Not in a bad way. I was let go from the organization. They, they-
agent: They didn't need you anymore. They-
customer: Yes. I was a- | 5,212.748 | 5,213.398 | agent | eng | tr | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
I was a line item that wasn't adding value, and so I was crossed off. And I was like, "Oh, my gosh." Like, "What do you mean you're, you're firing me? Like, I didn't do anything to get fired." And I'm like... So a- and it was just bizarre. It was just so bizarre to me, and I was angry, and I was resentful. And then I, ... | agent: They didn't need you anymore. They-
customer: Yes. I was a-
agent: And you felt... Okay. | 5,213.398 | 5,246.338 | customer | eng | en | unknown | other | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Yeah. All right. So you, you go away, and you're working on other things. And Justin's in the rear view mirror sort of, but I, I imagine people still were coming up to you all the time and saying, "Hey, man, I just bought your nut butter. I just bought... I, I buy your nut butter every week." And people probably still ... | customer: Yes. I was a-
agent: And you felt... Okay.
customer: I was a line item that wasn't adding value, and so I was crossed off. And I was like, "Oh, my gosh." Like, "What do you mean you're, you're firing me? Like, I didn't do anything to get fired." And I'm like... So a- and it was just bizarre. It was just so bi... | 5,246.338 | 5,273.258 | agent | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Wow, yeah. I would, I would oftentimes lie. If someone who was, like, a peripheral friend was like, "Oh, hey, man, how's business?" You know, I'd be like, "Great." 'Cause it, you know, the, the, the 20 minutes it would take to explain what happened and what I was doing wasn't worth it. And so I would just, "It's great,... | agent: And you felt... Okay.
customer: I was a line item that wasn't adding value, and so I was crossed off. And I was like, "Oh, my gosh." Like, "What do you mean you're, you're firing me? Like, I didn't do anything to get fired." And I'm like... So a- and it was just bizarre. It was just so bizarre to me, and I was a... | 5,273.258 | 5,292.758 | customer | eng | en | unknown | other | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Yeah | customer: I was a line item that wasn't adding value, and so I was crossed off. And I was like, "Oh, my gosh." Like, "What do you mean you're, you're firing me? Like, I didn't do anything to get fired." And I'm like... So a- and it was just bizarre. It was just so bizarre to me, and I was angry, and I was resentful. An... | 5,292.758 | 5,292.918 | agent | eng | tr | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
... move, move on. But then, you know, like, I just accepted it and was really proud of what we accomplished and what we did and the disruption we created and proud to still see it on the, on the shelves. | agent: Yeah. All right. So you, you go away, and you're working on other things. And Justin's in the rear view mirror sort of, but I, I imagine people still were coming up to you all the time and saying, "Hey, man, I just bought your nut butter. I just bought... I, I buy your nut butter every week." And people probably... | 5,292.918 | 5,305.778 | customer | eng | en | unknown | founder | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Okay. So Justin's is in the rear view mirror, right? And, and then it's not anymore because you would eventually get approached to come back to the company. This happened fairly recently. Uh, and I guess now you're back involved with it again. Can you... Tell me the story. Like, how, how did that happen? | customer: Wow, yeah. I would, I would oftentimes lie. If someone who was, like, a peripheral friend was like, "Oh, hey, man, how's business?" You know, I'd be like, "Great." 'Cause it, you know, the, the, the 20 minutes it would take to explain what happened and what I was doing wasn't worth it. And so I would just, "I... | 5,305.778 | 5,325.778 | agent | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
You know, it's kind of a every entrepreneur's dream when their company isn't living up to its fullest potential. And usually what happens is a company falls off a cliff and is barely salvageable, and the, and the founder comes back and buys it for, you know, pennies on the dollar. But by then it's, it's, it's too late.... | agent: Yeah
customer: ... move, move on. But then, you know, like, I just accepted it and was really proud of what we accomplished and what we did and the disruption we created and proud to still see it on the, on the shelves.
agent: Okay. So Justin's is in the rear view mirror, right? And, and then it's not anymore be... | 5,326.818 | 5,395.858 | customer | eng | en | unknown | founder | 0 | 0 | 0 | 0 | 1 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | this one investment group out of Connecticut, um, Forward, their founder is a, a young, super intelligent, way smarter than me guy, this kid Matt Leeds | medium | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | ||||||
Hmm | customer: ... move, move on. But then, you know, like, I just accepted it and was really proud of what we accomplished and what we did and the disruption we created and proud to still see it on the, on the shelves.
agent: Okay. So Justin's is in the rear view mirror, right? And, and then it's not anymore because you wo... | 5,395.858 | 5,396.358 | agent | eng | da | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
... he's a kid. He grew up with the brand. And he's like... So at one day he calls me up, and he's like, "Hey, I, I've been trying to pull the Justin's brand out of Hormel. What do you think about coming back and being a part of it?" And it's like- | agent: Okay. So Justin's is in the rear view mirror, right? And, and then it's not anymore because you would eventually get approached to come back to the company. This happened fairly recently. Uh, and I guess now you're back involved with it again. Can you... Tell me the story. Like, how, how did that happen?
custome... | 5,396.358 | 5,408.338 | customer | eng | en | us | founder | 0 | 0 | 0 | 0 | 1 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | he calls me up, and he's like, 'Hey, I, I've been trying to pull the Justin's brand out of Hormel. What do you think about coming back and being a part of it?' | medium | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | ||||||
All right | customer: You know, it's kind of a every entrepreneur's dream when their company isn't living up to its fullest potential. And usually what happens is a company falls off a cliff and is barely salvageable, and the, and the founder comes back and buys it for, you know, pennies on the dollar. But by then it's, it's, it's... | 5,408.338 | 5,408.678 | agent | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
... "Okay, here we go." | agent: Hmm
customer: ... he's a kid. He grew up with the brand. And he's like... So at one day he calls me up, and he's like, "Hey, I, I've been trying to pull the Justin's brand out of Hormel. What do you think about coming back and being a part of it?" And it's like-
agent: All right | 5,408.678 | 5,410.438 | customer | eng | so | unknown | other | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
So they acquired a part of, of Justin's. Hormel still owns, I think- | customer: ... he's a kid. He grew up with the brand. And he's like... So at one day he calls me up, and he's like, "Hey, I, I've been trying to pull the Justin's brand out of Hormel. What do you think about coming back and being a part of it?" And it's like-
agent: All right
customer: ... "Okay, here we go." | 5,410.438 | 5,416.438 | agent | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Oh, correct | agent: All right
customer: ... "Okay, here we go."
agent: So they acquired a part of, of Justin's. Hormel still owns, I think- | 5,416.438 | 5,416.598 | customer | eng | en | unknown | other | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
... half, a little over half of it. Um, and so this group, Forward Consumer Products, bought about, uh, 49%. And brought- | customer: ... "Okay, here we go."
agent: So they acquired a part of, of Justin's. Hormel still owns, I think-
customer: Oh, correct | 5,416.598 | 5,424.398 | agent | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
They bought 51%, right. | agent: So they acquired a part of, of Justin's. Hormel still owns, I think-
customer: Oh, correct
agent: ... half, a little over half of it. Um, and so this group, Forward Consumer Products, bought about, uh, 49%. And brought- | 5,424.398 | 5,425.678 | customer | eng | en | unknown | other | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
51%, okay. Sorry. | customer: Oh, correct
agent: ... half, a little over half of it. Um, and so this group, Forward Consumer Products, bought about, uh, 49%. And brought-
customer: They bought 51%, right. | 5,425.678 | 5,426.498 | agent | eng | tl | unknown | other | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Controlling interest, right. | agent: ... half, a little over half of it. Um, and so this group, Forward Consumer Products, bought about, uh, 49%. And brought-
customer: They bought 51%, right.
agent: 51%, okay. Sorry. | 5,426.498 | 5,427.368 | customer | eng | en | unknown | other | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
And, controlling interest. And they brought you in as part of this investment? | customer: They bought 51%, right.
agent: 51%, okay. Sorry.
customer: Controlling interest, right. | 5,427.368 | 5,431.418 | agent | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Yeah. So I'm a, I'm a, I'm an owner, and I'm also a board member. But I'm not a board member. I'm a founder. And so- | agent: 51%, okay. Sorry.
customer: Controlling interest, right.
agent: And, controlling interest. And they brought you in as part of this investment? | 5,431.418 | 5,438.418 | customer | eng | en | unknown | founder | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Yeah | customer: Controlling interest, right.
agent: And, controlling interest. And they brought you in as part of this investment?
customer: Yeah. So I'm a, I'm a, I'm an owner, and I'm also a board member. But I'm not a board member. I'm a founder. And so- | 5,438.418 | 5,438.818 | agent | eng | tr | unknown | other | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
... I don't just go to board meetings. I'm there for all the big calls. I'm there at the office almost every day. And I'm a, I'm a big part of the team. But I'm not running the team, which is, you know, which is a blessing for me. | agent: And, controlling interest. And they brought you in as part of this investment?
customer: Yeah. So I'm a, I'm a, I'm an owner, and I'm also a board member. But I'm not a board member. I'm a founder. And so-
agent: Yeah | 5,438.818 | 5,452.118 | customer | eng | en | unknown | founder | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
So what is the prospect now? I mean, now that it's, uh, uh, partially owned by Hormel, partial... and, and the majority stake is by this, um, group Forward, what... Like, how do they then turn it, you know, turn it into a return f- I mean, is it, is it then eventually one day gonna be sold again? I mean, what's the, th... | customer: Yeah. So I'm a, I'm a, I'm an owner, and I'm also a board member. But I'm not a board member. I'm a founder. And so-
agent: Yeah
customer: ... I don't just go to board meetings. I'm there for all the big calls. I'm there at the office almost every day. And I'm a, I'm a big part of the team. But I'm not runnin... | 5,452.118 | 5,474.878 | agent | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Yeah. So it's to do what should've been done in the first place. It's to grow the company to its, reach its full potential. We really think that we can double, triple, quadruple the size of this business. And then once we build the business and get it to a size that is larger, I could go anywhere. You know? I think tha... | agent: Yeah
customer: ... I don't just go to board meetings. I'm there for all the big calls. I'm there at the office almost every day. And I'm a, I'm a big part of the team. But I'm not running the team, which is, you know, which is a blessing for me.
agent: So what is the prospect now? I mean, now that it's, uh, uh, ... | 5,476.078 | 5,520.11 | customer | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Um, when, Justin, when you think about, you know, the journey you took, and it was, you know, thir- from, really from experimenting in a kitchen to selling it, it was about 13 years, and, you know, the outcome was really great for you, and then of course you had the, the difficult departure, but now you're back to this... | customer: ... I don't just go to board meetings. I'm there for all the big calls. I'm there at the office almost every day. And I'm a, I'm a big part of the team. But I'm not running the team, which is, you know, which is a blessing for me.
agent: So what is the prospect now? I mean, now that it's, uh, uh, partially ow... | 5,520.11 | 5,554.67 | agent | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
It's probably 50/50. I think that I don't take no for an answer. I worked hard when most people were, you know, partying and traveling the world at a young age. But if I wasn't in Boulder, Colorado, if I didn't, if Lance didn't find me, and I didn't find Lance in a, a moment in his life when he was hungry and ready to ... | agent: So what is the prospect now? I mean, now that it's, uh, uh, partially owned by Hormel, partial... and, and the majority stake is by this, um, group Forward, what... Like, how do they then turn it, you know, turn it into a return f- I mean, is it, is it then eventually one day gonna be sold again? I mean, what's ... | 5,554.67 | 5,611.59 | customer | eng | en | us | founder | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
That's Justin Gold, founder of Justins. And by the way, if you're wondering what might be next for the brand... | customer: Yeah. So it's to do what should've been done in the first place. It's to grow the company to its, reach its full potential. We really think that we can double, triple, quadruple the size of this business. And then once we build the business and get it to a size that is larger, I could go anywhere. You know? I... | 5,613.57 | 5,620.99 | agent | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
I like to joke that, you know, we're gonna go into skincare, and we're gonna come out with, you know, peanut butter deodorant and peanut butter shampoo and conditioner, some ex- you know, crunchy for exfoliation. So, you know, the, the sky's the limit. But at the end of the day, protein snacking is really kind of what'... | agent: Um, when, Justin, when you think about, you know, the journey you took, and it was, you know, thir- from, really from experimenting in a kitchen to selling it, it was about 13 years, and, you know, the outcome was really great for you, and then of course you had the, the difficult departure, but now you're back ... | 5,620.99 | 5,638.37 | customer | eng | en | us | founder | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Yes | customer: It's probably 50/50. I think that I don't take no for an answer. I worked hard when most people were, you know, partying and traveling the world at a young age. But if I wasn't in Boulder, Colorado, if I didn't, if Lance didn't find me, and I didn't find Lance in a, a moment in his life when he was hungry and... | 5,638.37 | 5,638.59 | agent | eng | tr | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
... not gonna go away. | agent: That's Justin Gold, founder of Justins. And by the way, if you're wondering what might be next for the brand...
customer: I like to joke that, you know, we're gonna go into skincare, and we're gonna come out with, you know, peanut butter deodorant and peanut butter shampoo and conditioner, some ex- you know, cru... | 5,638.59 | 5,639.73 | customer | eng | tl | unknown | other | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
That's where the opportunities are. | customer: I like to joke that, you know, we're gonna go into skincare, and we're gonna come out with, you know, peanut butter deodorant and peanut butter shampoo and conditioner, some ex- you know, crunchy for exfoliation. So, you know, the, the sky's the limit. But at the end of the day, protein snacking is really kin... | 5,639.73 | 5,642.51 | agent | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Yeah, I mean, we c- I mean, sparkling peanut water. I mean, how refreshing does that sound? | agent: Yes
customer: ... not gonna go away.
agent: That's where the opportunities are. | 5,642.51 | 5,646.59 | customer | eng | en | unknown | other | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
[laughs] Hey, thanks so much for listening to the show this week. Please make sure to click the follow button on your podcast app so you never miss a new episode of the show. And if you're interested in insights, ideas, and lessons from some of the world's greatest entrepreneurs, please do sign up for my newsletter at ... | customer: ... not gonna go away.
agent: That's where the opportunities are.
customer: Yeah, I mean, we c- I mean, sparkling peanut water. I mean, how refreshing does that sound? | 5,646.59 | 5,689.19 | agent | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
This message is brought to you by Apple Card. For a limited time, when you get a new Apple Card and purchase AirPods Pro 3 at Apple, you can earn back the cost, up to 250 Daily Cash. New AirPods Pro and up to $250 bonus Daily Cash back? Now, that's music to my ears. Subject to credit approval. Limitations and spend req... | 0.22 | 177.12 | agent | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | ||||||||
Yeah. | agent: This message is brought to you by Apple Card. For a limited time, when you get a new Apple Card and purchase AirPods Pro 3 at Apple, you can earn back the cost, up to 250 Daily Cash. New AirPods Pro and up to $250 bonus Daily Cash back? Now, that's music to my ears. Subject to credit approval. Limitations and sp... | 177.12 | 177.269 | customer | eng | id | unknown | other | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
And, and I'm trying to even imagine, like, quarterly earning calls in 2007- | agent: This message is brought to you by Apple Card. For a limited time, when you get a new Apple Card and purchase AirPods Pro 3 at Apple, you can earn back the cost, up to 250 Daily Cash. New AirPods Pro and up to $250 bonus Daily Cash back? Now, that's music to my ears. Subject to credit approval. Limitations and sp... | 177.269 | 181.57 | agent | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Yeah | agent: This message is brought to you by Apple Card. For a limited time, when you get a new Apple Card and purchase AirPods Pro 3 at Apple, you can earn back the cost, up to 250 Daily Cash. New AirPods Pro and up to $250 bonus Daily Cash back? Now, that's music to my ears. Subject to credit approval. Limitations and sp... | 181.57 | 181.57 | customer | eng | tr | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
... when your stock price is in the toilet, and you're putting all this money- | customer: Yeah.
agent: And, and I'm trying to even imagine, like, quarterly earning calls in 2007-
customer: Yeah | 181.57 | 183.85 | agent | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
And Guy, I gotta tell you, it's embarrassing. It was embarrassing. It was humiliating. Your employees are probably embarrassed for you. In fact, you know, right now it, it is really quite hard for me to resurface those feelings, and the reason for that is b- I spend all of my time, all of my life trying to forget yeste... | agent: And, and I'm trying to even imagine, like, quarterly earning calls in 2007-
customer: Yeah
agent: ... when your stock price is in the toilet, and you're putting all this money- | 183.85 | 202.56 | customer | eng | en | unknown | other | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Right. | customer: Yeah
agent: ... when your stock price is in the toilet, and you're putting all this money-
customer: And Guy, I gotta tell you, it's embarrassing. It was embarrassing. It was humiliating. Your employees are probably embarrassed for you. In fact, you know, right now it, it is really quite hard for me to resurf... | 202.56 | 203.5 | agent | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
What do they teach athletes? Forget the last point. | agent: ... when your stock price is in the toilet, and you're putting all this money-
customer: And Guy, I gotta tell you, it's embarrassing. It was embarrassing. It was humiliating. Your employees are probably embarrassed for you. In fact, you know, right now it, it is really quite hard for me to resurface those feeli... | 203.5 | 206.22 | customer | eng | en | unknown | other | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Yeah. | customer: And Guy, I gotta tell you, it's embarrassing. It was embarrassing. It was humiliating. Your employees are probably embarrassed for you. In fact, you know, right now it, it is really quite hard for me to resurface those feelings, and the reason for that is b- I spend all of my time, all of my life trying to fo... | 206.22 | 208 | agent | eng | id | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
It's about forgetting. [upbeat music] | agent: Right.
customer: What do they teach athletes? Forget the last point.
agent: Yeah. | 208 | 217.269 | customer | eng | en | unknown | other | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Welcome to How I Built This, a show about innovators, entrepreneurs, idealists, and the stories behind the movements they built. I'm Guy Raz, and on the show today, how Jensen Huang went from making graphics chips for gamers to powering the AI revolution and building the biggest company in the world. [gentle music] If ... | customer: What do they teach athletes? Forget the last point.
agent: Yeah.
customer: It's about forgetting. [upbeat music] | 217.269 | 487.568 | agent | eng | en | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
And there weren't that many boarding schools in America that would take international students, but, uh, somehow Oneida Baptist Institute in Kentucky, Clay County, Kentucky, little tiny town, no stoplight. | agent: Yeah.
customer: It's about forgetting. [upbeat music]
agent: Welcome to How I Built This, a show about innovators, entrepreneurs, idealists, and the stories behind the movements they built. I'm Guy Raz, and on the show today, how Jensen Huang went from making graphics chips for gamers to powering the AI revoluti... | 488.628 | 501.108 | customer | eng | en | unknown | other | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct | |||||||
Hmm. | customer: It's about forgetting. [upbeat music]
agent: Welcome to How I Built This, a show about innovators, entrepreneurs, idealists, and the stories behind the movements they built. I'm Guy Raz, and on the show today, how Jensen Huang went from making graphics chips for gamers to powering the AI revolution and buildi... | 501.108 | 502.207 | agent | eng | sv | unknown | host | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | high | Llama-3.3-70B-Instruct_20260713T143033Z | meta-llama/Llama-3.3-70B-Instruct |
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