Digital Social Hour - Avoid These Popular 'Health Foods' Packed With Junk | Ross Franklin DSH #752

Starting point is 00:00:00 a little research to uncover it. And the crazy thing is some of these acai bowls, they have over a hundred grams of sugar. Jesus. That's like three Coca-Colas. I mean, it's not a health food. So there's a lot of deception going on in the industry. And so the way we do it, we never cut corners. Everything is done the right way. It's hand crafted. It's blended. It takes longer, but it's a superior product i love that all right guys got ross franklin here founder of pure green which we got right here thanks for coming on man absolutely thank you so much for having me yeah i've been slamming these things awesome good flavor and good packaging man and good ingredients thank you so much i appreciate that yeah absolutely it's important i'm on a big health journey now so i'm very conscious of what

Starting point is 00:00:43 i'm putting in my body and you guys seem to have quality ingredients. So thank you. Yeah. It's all about nutrition. That's what I found. Yeah. Was that the goal when starting this to have really good ingredients? And yeah, that was it. You know, I, um, my background's in fitness and so I used to own my own gym, sold it and then started a consulting company. And so I was known in the fitness industry as the fixer. So I would get the call when the gym owner was struggling and I would go in and get them profitable. Launched many new gym chains, yoga studios, Pilates studios, finally juice bars. And I came to this realization, which is when you look at optimal health, 80% of getting results is nutrition. And so that became the foundation for starting Pure Green.

Starting point is 00:01:26 That's huge. So you were the Hormozy before Hormozy existed. We were doing the same things. Nice. Did you run into him when you were in that space? Never, never ran into him. I think timing was like a little off. Okay. You were probably a little before him. Yeah. That's crazy though. Back in the day.

Starting point is 00:01:39 Yeah. Look at the times now, both of you guys taking off. Yeah. Starting off in gyms. That's right. Are gyms still crushing it? So they are. You know, there's a big shift with you had the big box gyms, which were 40,000, 50,000 square feet.

Starting point is 00:01:53 And then you had the boom of the specialty boutique gyms, kind of like your orange theories and pure bars. And so there was a big shift. Then you had CrossFit. And so gyms or fitness is definitely still here to stay, but there was definitely a shift away from the big box. And, you know, with COVID, everyone got Pelotons and some people working out at home. So it's definitely transformed. CrossFit, you couldn't avoid a few years ago. Everyone was talking about it. It was actually

Starting point is 00:02:19 annoying at a certain point. It couldn't avoid injuries too. Oh my gosh. Crazy. Yeah. That stuff looks intense. Oh yeah. Yeah. Pelotons really taken over though shout out to them yeah for sure that's some of the best marketing i've ever seen yeah covid was like the best thing that that happened to these guys and i think gamifying working out was brilliant yeah because it's so like like treadmills or i can't do treadmills dude but if you put me in a race with other people on a treadmill i might do it that's right people people love it they become obsessed. It was a great concept. And after gyms, you got into acai bowls, right? That's right. Into, uh, into the juice bars. Yeah. And you were basically saying how most of those acai bowl places are actually unhealthy. Yes. So that's, that's a, that's a big thing. It's, uh,

Starting point is 00:02:59 you know, for me, it's like when I realized that optimal health really is nutrition, you know, I realized that when you look at how do you really is nutrition, you know, I realized that when you look at how do you create something scalable, you know, we're talking about these gyms. When I was doing these big box gyms, 40,000, 50,000 square feet, these gyms have massive infrastructure. What I love about the juice bar model is it's scalable. These are small models, right? So 500 square feet to a thousand square feet, small footprint. It's really scalable. It's really duplicatable. But when you look at all the players in the marketplace right now, not everyone's doing it the right way.

Starting point is 00:03:32 There are some out there that are really cutting corners. So when you look at the industry as a whole, it is booming. When you look at the healthy food sector, market size is about 270 billion. And then kind of dialing it in subcategories. Take acai, which you mentioned. So acai is about 6 billion, and it's growing at a CAGR, Compounded Annual Growth Rate, of 11%. Wow. So it's really taken off.

Starting point is 00:03:57 But here's the thing. There's a lot of deception going on that people don't even realize. If you go into a juice bar and you watch them make an acai bowl, you're going to see one of two things. You're going to see one, they're going to scoop it out of a bucket. And it's a sorbet. It's a compromised product. Or you'll see them do it on a frozen yogurt machine. And the problem with that is it's full of additives, emulsifiers, gums, guars, and high amounts of sugar. A lot of these juice bars, they have their nutrition facts buried on their website. So you have to do a little research to uncover it.

Starting point is 00:04:32 And the crazy thing is some of these acai bowls, they have over 100 grams of sugar. Jesus. That's so much. That's like three Coca-Colas. Holy crap. It's not a health food. So there's a lot of deception going on in the industry. And so the way we do it, we never cut corners.

Starting point is 00:04:47 Everything is done the right way. It's handcrafted. It's blended. It takes longer, but it's a superior product. I love that. Dude, I went to a Froyo place the other day. They didn't even have the nutrition facts on any of the flavors because I wanted to see how much sugar I was eating.

Starting point is 00:05:00 It was a little cheat meal, you know? And I couldn't even find it online. It was crazy. I can't believe they could do that. It's crazy. I mean, a lot of, when you reach a certain scale, they make you put the calories on the menu boards and you have to have it somewhere, but you have to dig on these sites to find where they have nutrition, where they have the ingredients. And then what's happening right now though, is you have like these influencers, like the food baby. Have you heard of the food? Yeah. I've seen her. She's calling out like these big brands and big brands used to be able to get away with

Starting point is 00:05:29 it because they spend so many dollars on marketing and they're really educating the public on kind of their products. Right. And now you have just this boom of all of these influencers, like the food babe who are calling out these massive brands like Subway, like Chipotle, and they're making them change their practices, which is, it's really remarkable. There's been no time in our nation's history where it's like this. Yeah.

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Starting point is 00:06:54 ...individuals just calling out these massive brands and making them change their practices. I love it. A lot of people were calling out Whole Foods Hot Bar for the seed oils, and now they're starting to remove them. That's right. Which is incredible. The people're starting to remove them, which is incredible. The people are really causing a change, which is remarkable. Never happened before in the big food space. That's right. And now Brian Johnson's calling out Athletic Greens.

Starting point is 00:07:13 Oh, I saw that. Yeah, he was kind of like, he kind of was up until recently, he didn't really talk about it. But now that he came out with his own products, I just ordered it, by the way. I already been taking it. How is it? So I like it other than the fact that there's natural flavors in it. I wish he would just have the pure powder. Which one did you order? I ordered like the whole kit because I want to try every single one of them. So in both powders, there's natural flavors, which I'm not a fan of. I'd love to hear your opinion on natural flavors. Yeah, no, I agree. It's like there's a

Starting point is 00:07:41 lot of hidden junk in there. It could be anything. So I was surprised someone like him would put that in his stuff. But maybe there's a reasoning. You know, when he had his, he listed all the ingredients, all the supplements he was taking. Yeah. I went through them all really carefully. And I found that just a lot of the supplements he was taking, it wasn't the best. There was a lot of fillers in there. There were seed oils as fillers in a lot of those supplements.

Starting point is 00:08:05 So even the ones he was taking wasn't the best. I think his focus is he's prioritizing the science. He has this whole team of dietitians that are supporting his blueprint program. And so I think his focus is more on the clinical studies, but less away from just the quality of the ingredients. And for me, the quality of the ingredients is And for me, like the quality of the ingredients is one of the most important things. Same.

Starting point is 00:08:27 I think he was just moving so fast. I don't know if he was third-party testing the supplements, but I don't buy any supplements unless you're third-party tested. That's right. Because of heavy metals, because of contaminants, who knows what else is in them. Oh yeah, you'd be so surprised.

Starting point is 00:08:39 It's not regulated. Not regulated at all. And when a lot of these independents have called out, especially when you look at like plant protein, a lot of these brands are contaminated with high amounts of heavy metals. And so that's why I wouldn't like with my company, Pure Green, like we make them provide like third party testing. We scrutinize that to make sure it doesn't contain any heavy metals. But it's like read something where it's like nine out of 10 plant-based proteins have high amounts of heavy metals in it. Dude, I'm not surprised. I just saw a pasta. I

Starting point is 00:09:08 used to eat Bonza. It's made out of chickpeas. Yeah. It has like PFAs in it. Yeah. They just got called out. That's crazy. Yeah. And it's supposed to be healthy. And I really feel just these, these influencers calling out these brands, like it's really good for the benefit of everyone because they're causing them to change and do the right thing. Right. I think margin gets in the way and they don't want a third-party test because it's expensive, right? That's right. I think when you run a company, everyone's trying to just monetize.

Starting point is 00:09:38 I mean, it's a business. And so they're using inferior ingredients because it's a lot less expensive. And it's a tough game because these have a shelf life, right? So these companies want to extend that so they make more money. But the problem with that is the ingredients, right? Exactly. I'll give you the cold-pressed juice that you're drinking. So if you look at previously, like let's say a Tropicana, it's pasteurized.

Starting point is 00:10:00 So that juice is heated to the point where it's completely devoid of all nutrition. Wow. And so they have to infuse it with, with inferior nutrients to show the nutrition levels. And so what we do is when you cold press it, we use, uh, these hydraulic presses that retain all the vitamins, minerals, and live enzymes from the fresh fruits and vegetables. Then we do this process called HPP, which is water pressure. And so we use equalized pressure, 87,000 pounds of pressure per square inch. And what it does is it kills the harmful microorganisms, locks into nutrition and safely gives it an extended shelf life. So there is a right way to do it. That's incredible. And I'm really upset about Tropicana. I drank that

Starting point is 00:10:41 growing up. Yeah. That's so upsetting. Holy crap. Holy crap. I thought it was pure orange juice. Right. So why are they heating it up? So the pasteurization, same thing with milk. They heat it up, like we were talking about before, just so the companies can make more money. It lasts longer. Yeah. If it's in its raw form, it's not going to last more than a couple of weeks.

Starting point is 00:11:02 With juice, it's not good for more than three days. So this only lasts three days? So when it's not HPP. So when I first started Pure Green, we started cold pressing it and we'd had all the equipment, machines in the back. And when we were selling it, there was a couple, two problems. One problem is that when we sold it, we couldn't predict how much was going to sell. So wastage was 25, 30%, which is crazy for business. My bigger issue was that when we clocked the nutrition, so right when it's made, we clocked the nutrition. Nutrition's amazing. But then on day three, when we clocked nutrition, it's a fraction of the level. Because of oxidation, the nutrition

Starting point is 00:11:40 degrades. And so I couldn't ethically sell that. I don't want to sell it on its third day. That's crazy. So then I discovered this HPP process, which locks in that nutrition, slows down the oxidation process. And so the juice is good for 60 plus days. Holy crap. From the point it's manufactured. 60 days? That's right. That's incredible. Yeah. So it was a real game changer for us. And that's how we were able to start our wholesale

Starting point is 00:12:03 business. And so now we work with over 80 professional sports teams, 30 college teams, even SpaceX is a client. Incredible. So this is in Elon's office right now? I can't confirm or deny. I love that. Are you in retail, like Whole Foods and stuff yet? So we're in some of the bigger markets. A thought process with the wholesale side of the business was to start with the most sought after and hard to get accounts. We even have some U.S. military divisions drinking it.

Starting point is 00:12:30 Nice. We developed a nutritional advisory board with four top tier dietitians, three from professional sports teams and one for the U.S. military. And they back up everything that we do with peer reviewed scientific research. And so we're one of the only brands that do this. And so the professional sports teams, they will not like travel without it. Really? Yeah.

Starting point is 00:12:51 It's that good? Yeah, so the dieticians, the coaching staff, they notice a huge difference in the recovery of the players, huge difference in their performance. And so they have it with them at all the time. Holy crap, you might have to email Mark Cuban. That's nuts, man. Absolutely. That's incredible.

Starting point is 00:13:06 15% juice, filtered water, agave, ginger. Yeah. Everything's all natural, right? That's right. So we have some juices. Most of it is just a hundred percent juice. We have a few flavors that we developed just for the professional sports teams. We added probiotics in there for gut health, over 4 billion flora probiotics. We added a little lemon in there for electrolytes. And so we have some that are not 100% juice, but they're amazing for sports performance. I love it. How do you feel about all this microplastic craze right now? Are you keeping an eye on that?

Starting point is 00:13:34 Oh yeah, yeah, it's a big issue. For us, when we HPP the juice, you can't do it in glass bottles. It won't survive the HPP process. But our juice, it's in 100% recyclable PET bottles. Because the juice is in there for such a short time, just a couple of months, and it's kept cold all the way through, so it's constantly refrigerated, we've tested it for microplastics, and it does not have any. Oh, wow. So it must be when it gets too hot then. It's more like when you, when you deal with like bottled water, for example, you know, that, that, and the transportation process that gets heated, it's going through States where it's a very hot climate. Right. And so that heat is melting the plastic into the water. That's where it really becomes a big issue.

Starting point is 00:14:18 I stopped drinking bottled water, dude. Yeah. I only drink glass. I I'm same. I do mountain Valley glass bottles. Good old mountain Valley. You got the five gallon at home. Yes. I only drink glass. I'm same. I do mountain Valley glass bottles. Good old mountain Valley. You got the five gallon at home. Yes. I love it. You live out here. Um, so I live in, uh, in Boca Raton, Florida. Oh, nice. Yeah. No state tax there either. So no, I love it. Uh, how many locations you guys have now? So right now we have 50 locations open 50 in construction, 20 in site selection. Wow. So we'll have 100 locations open by Q2 of 2025. Holy crap. So you're growing quick. We're growing very quickly. And is that because of franchising? It's all because of franchising. Nice. And so our franchisees, they're all so

Starting point is 00:14:56 passionate for health and wellness. And they're all so great at embracing their local communities. So they really are driving force behind our growth. Yeah, and you caused some great timing because there's a huge health craze right now. That's right. It is really booming right now. And in the space right now, I don't know if you heard, but Tropical Smoothie Cafe was just bought out by Blackstone for $2 billion.

Starting point is 00:15:20 Holy crap. And so they're watching all the trends as well. In the venture world, a lot of people follow Blackstone. They're getting into the space for, for a reason. Yeah. And those smoothie places, I'm not trying to call anyone out, but like I would go to them and feel like shit after drinking them. That's right. Cause I think they add sugar or something to their smoothies. Yeah. There's a lot of low cost competitors out there and they don't place the same premium on ingredients that, that we do. So like, for example, we don't just use whey protein. Our whey protein is sourced from pasture

Starting point is 00:15:49 raised grass fed cows. Wow. That's the level of curation that's reflective for all our ingredients. I love that. Yeah. Cause if you're using regular whey protein, those cows are injected with who knows what, right? Yeah. Yeah. I'm the same way with chickens. Like I only eat pasteurized eggs. That's awesome. With beef, only grass fed, even grass finished if I can. I'm the same. I mean, we get our, uh, our produce from a local farm. Nice. That's how it should be. Yeah. Right. You said you visited Ty Lopez's farm recently. That's right. Yeah. Where was that at? So he's in, uh, he's got a farm out in Virginia. So he took me all around there and, um, he had some animals on there and, uh, yeah, good, good experience. That's a life goal of mine to have a little farm,

Starting point is 00:16:26 a little animal sanctuary. That's awesome. Yeah, when you know exactly where your food comes from and by growing it yourself, I mean, that's the next level. Can't beat that. That's unbelievable. Yeah, I mean, I look at what I ate growing up and it's disgusting looking back at it.

Starting point is 00:16:41 Same thing for me. It's like, wow, I ate bacon and eggs that weren't pasteurized and chicken that wasn't organic. Same thing for me. It's like, wow. I ate bacon and like eggs that weren't pasteurized and chicken that wasn't organic. Same thing for me, even worse. Like all the processed foods. I grew up on fruity pebbles, cocoa puffs, all that stuff. Right. What a 360. Now there's heavy metals in those. You see, you saw that new study. Yep. Crazy. It's, it's insane. Yeah. And that was normal. You know, I was taught growing up breakfast, most important meal of the day, eat cereal with dairy milk. Now I only drink raw dairy milk if I can. That's crazy. Yeah. And that was normal. I was taught growing up, breakfast, most important meal of the day, eat cereal with dairy milk. Now I only drink raw dairy milk if I can. That's crazy. Yeah.

Starting point is 00:17:09 But that's banned. In a lot of states, it is. Yeah. Crazy, right? Yeah. And even the way they get around it in places like Sprouts, they have raw kefir, but they market it for pets, not for human consumption. So that's kind of a workaround, but it's really kind of like, if you know, you know, it's for humans. That's good to know though. Cause I try to find it at Whole Foods and Sprouts cause I shop there and I can never find it. Yeah. Most states like they won't let you do it. Other than Cali though,

Starting point is 00:17:36 when I go to Erewhon, they have raw milk there. Yep. So that's the one good thing about Cali. Yes, it is. Can't name any other good things, but maybe the weather. Yes. Dude, what's next for this? I know you're scaling. Any other plans? So for us, we believe that when you look at the United States, that for Pure Green, we believe the US can support 1,000 units. So we're just on a path to build healthier communities around the globe. Wow. 1,000 units. That's like 40 in every state. That's incredible, man. Yep. Going international after that. And so eventually that's, that's the goal. We would love, we'd love to be a global company. Is it just you running this? You got partners? So just me on the franchise side of it. I have a partner on the, on the

Starting point is 00:18:20 wholesale side of it. Wow. You're running the whole franchising by yourself, dude. Yep. That's impressive. We have a great team. I really believe that, uh, any successful company, like it's a team sport. And so our goal is just to hire a plus players for every single position. I love it. And so we have a lean team right now, but it's growing fast. Any other health things, biohacking things you're into? Um, I mean, I've been, you know, back in the day, you know, I have to be careful now because we have this nutritional advisory board, and they're not fond of the word biohacker. Okay.

Starting point is 00:18:54 But, you know, in the past, I know on a personal level, a lot of the OG biohackers have done some business together, and I've done a lot of you know experimenting with it myself and it's fun it works right for sure I feel amazing infrared I'm doing PMF mats right now I'm doing oxygen chambers what do you find the most successful out of all the modalities what's the most successful one I'd say sauna really yeah, that to me is just, I feel amazing. What about you? For me, I would say I was really big into testing my blood.

Starting point is 00:19:30 Okay. So at one point I would get my blood tested every six months. Holy crap. To the point where my doctor, he was like, Ross, you have the cleanest blood I've ever seen. He's like, you do not need to do this. But I want to make sure, not quite the level that Brian Johnson is doing it,

Starting point is 00:19:44 but I want to try to get in the optimal zone for every single nutrient, every single vitamin, every single mineral. But it becomes obsessive. I feel that. I do it once a year and it's definitely important. I used to be scared of it. I didn't do one for maybe seven years, but it's so important because I had some massive deficiencies when I got mine from Gary Brekka last year. And now I do it every year since. Have you noticed a difference in your performance just through correcting those deficiencies? Oh, so massive night and day. I used to wake up groggy and I thought that was normal. Now I wake up pumped. I jump out of bed now. That's awesome. And what do you attribute that to? Like which nutritional deficiencies did you correct? I fixed magnesium, vitamin D, vitamin C,

Starting point is 00:20:22 testosterone was a bit low. So I'd say those four were the big ones. And then I had some other minuscule ones. It's so interesting. Those are like the basics. Yeah. So it's so interesting by just correcting the basics, you notice such a substantial boost in your performance. Yeah, but a lot of people are deficient in those. Yeah.

Starting point is 00:20:37 Especially vitamin D. That's what I've heard. I've heard some percentages, like 70% of people are deficient in vitamin D. That's insane. I just saw a stat, 91% of people have digestive issues or something, which is insane. Wow. Because of all the processed food. 70% of the diet's not processed in America.

Starting point is 00:20:54 It's so crazy. It's disturbing. And the obesity epidemic in this country is nuts. It's nuts. You ever done a juice fast or water fast? Oh, yeah. We sell juice cleanses. Oh, yeah?

Starting point is 00:21:04 So, yeah, big advocate of that. How many days, what's the most you've done? Most I've, I've done a five day cleanse. Okay. That's pretty intense. Yeah. For us, we usually recommend one to three days. I've done one. Okay. No, two, maybe two days is my max. Two days is nice. I want to hit three. Cause that's when I heard you start killing off bad cells. Have you done water or juice? Just water. Okay. You should try a juice cleanse because you're getting more calories with it just from the juice. But what you're also doing is you're flooding your body with vitamins, minerals, and live enzymes. And so kind of the difference there, we're talking about just correcting deficiencies. When you have

Starting point is 00:21:38 a cold pressed juice, it's so rich and so many nutrients. A lot of times it just corrects nutritional deficiencies. And that's where that burst of energy comes from. So when you do a juice cleanse, it's a little different than a water cleanse. So maybe something to check out. Yeah, I'm sure if it was juice, I could probably do three days because water was tough and I had a basketball game

Starting point is 00:21:57 and I felt terrible during it. Oh yeah, you gotta be careful with sports when you're cleansing. Do you see that video of Gary Brekka talking about juices, orange juice? I don't know if I saw that particular one. I've seen a lot of his videos. He said drinking orange juice was worse for you than eating an orange.

Starting point is 00:22:14 You know, I heard something like that where he's hating on also like when you blend up the fruits and vegetables. When you blend it, yeah. Yeah, I did hear that. What was your opinion on that? A lot of the guys who are really respected in the scientific community are kind of debunking that. Okay. What's interesting is he really doesn't provide any science for saying that. He just kind of like spit it out and didn't back it up with anything. It doesn't make any sense. Yeah, that to me scared me, honestly. But then I saw people debunking it. I actually gave

Starting point is 00:22:43 up smoothies because of that video, but then I think lane debunked it and a couple other guys yeah so i'm gonna start drinking them again yeah that makes zero sense yeah well it's when you see someone like that say it you know for the common person that holds a lot of weight yeah for sure i mean i have a lot of respect for for what he's doing i mean he's really and what he did with dana white is remarkable dana white so many other people too. Stephen A. Smith, Steve Harvey, changing people's lives. So I have a lot of respect for what he's doing and how he's getting the word out. But there are certain things that he says that a lot of people are pushing back on. Yeah. Yeah. The health space is a tricky one to make bold claims in because there's always a study

Starting point is 00:23:22 for and against everything. That's right. And you're going to, if you say the wrong thing, like everyone's going to call you out. Yeah. I'm happy. I'm not in your space, man. Is that why you're kind of quiet on your Instagram? Yeah. I have to be, I have to be very careful just cause also when you're in the franchise world, it's like, I can't say anything controversial because we have people that put their life savings into, into pure green. Wow. And so if I go on a public platform and I say the wrong thing, it could affect the brand and it could hurt our franchise partners. That makes sense. And they're the lifeblood of our company.

Starting point is 00:23:53 Is it public how much you charge for a franchise? It is. So we have in the franchise world, what's called an FDD, franchise disclosure document. So we're only able to say certain things, but for us, we can give a range. We can give ranges and averages. Depends on the state and the cost of the building and everything. So that makes sense. Exactly. A lot of variable factors. Okay.

Starting point is 00:24:12 What's like the range though, if someone wants to start one watching this? Yeah. So all in capital to open a pure green franchise can range from $177,000 all the way to $443,000. Okay. Given how big the store is, where it is, a lot of times the landlord is contributing to part of the build. So a lot of different factors there. Got it. That makes sense, man. Where can people find out more about this and find out more about you? Yeah. So the website for Pure Green,

Starting point is 00:24:37 PureGreenFranchise.com. And I'm most active on Instagram. But as you mentioned, not too active. I need to do a better job of that. But on Instagram, I'm Ross F. Franklin. Awesome. We'll link below. Thanks for coming on, man. Thank you so much for having me. Yeah. Thanks for watching, guys. Check out Pure Green. If there's one near you, definitely try them. See you guys tomorrow.

Digital Social Hour - Avoid These Popular 'Health Foods' Packed With Junk | Ross Franklin DSH #752

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