Mind Pump: Raw Fitness Truth - 687: CaliFlour Foods- Transforming Pizza into a Healthy Food

Starting point is 00:00:00 If you want to pump your body and expand your mind, there's only one place to go. Mite, op, mite, op with your hosts. Salda Stefano, Adam Schaefer, and Justin Andrews. Our homegirls up in Chico came down, hung out with us for the day, talked all about them building their business. Our homegirls. And, uh, man, I absolutely love these pizzas. They have a great product. It's pizza crusts made with an entire head of cauliflower.

Starting point is 00:00:32 There's very minimal ingredients. Unlike other cauliflower pizza crusts where you look on the back and it's like cauliflower, wheat and a bunch of other stuff. Like what's the purpose of doing that if you're gonna put a bunch of other things? This is minimal ingredients. Again, they're delicious. We eat them all the time.

Starting point is 00:00:50 They literally made these with people like me in mind. And they saved my life. And the ladies themselves, or, you know, that we interviewed, are awesome. We love them, in fact. Did you see that we were featured in food and wine with them? Oh, shit, I did. I gotta look at that. We were in a little magazine, shout out to the home, they, I know they arranged that set that up. So that was a pretty cool shout out there.

Starting point is 00:01:11 We also are featured on their YouTube channel right now where the two of you knuckleheads were making a pizza. Yeah, people soon will see the ones that we created. I also like that we got into some of the business talk here. So those of you that are starting up a small business and looking to grow it to a seven eight figure business What these ladies have done in the short of short period of time is very impressive very impressive impressive incredible I know they work now well last time we talked to them. They had a team of nine I mean in the last year and a hat with making moves like what two years less than two years have been in business

Starting point is 00:01:44 They're a fire and exploded and you know why once two years, less than two years have been in business. They're firing out. They're just exploded. And you know why? Once you try the product, you understand right away. And you hear them talk and you hear about what they have behind it and their integrity. We love them. We love these girls.

Starting point is 00:01:57 We love their company. And as you guys know, we don't associate ourselves with companies that are not great. And this company is great. The company is cauliflower foods. That's cally like California, C-A-L-I-F-L-O-U-R foods, F-O-O-D-S. Now if you go to callyflourfluidsfoods.com and you enter the code MindPump without a space, you'll get 20% off all orders of $50 or more.

Starting point is 00:02:26 Now they do have regular cauliflower crust pizza crusts. They have some that are red bell peppers, some that are spicier, and then they have a vegan one because the other ones have a little bit of cheese in them. Do that jalapeno in his bum. Really good. I get the vegan one because I can't have dairy. Great stuff, great for kids, very healthy, low carb,

Starting point is 00:02:45 if you're dieting. For people that have any sort of autoimmune issues. Definitely, there's very low with food intolerances. The people we're talking to, Amy Lacey, who's a CEO and founder of the cauliflower foods, and Rachel O'Rourke, who's a good friend of ours and who leads the PR and events team, we actually did a booth with her at the

Starting point is 00:03:05 LA Fit Expo. Oh, also, we're working with them to give our intuitive guide to their audience. So we're working with them to promote it, to talk about what intuitive eating looks like. And I think we talk a little bit in this episode about that. But when we were down in LA, this was what art, this is how we collaborated, right? that, but when we were down in LA, this was what art, this is how we collaborated, right? So, sound, I flew down to LA, we had the girls, they were set up the ladies, sorry, for those people that get offended by the word girl. The ladies came down, they were with us at the expo, they were actually handing out different

Starting point is 00:03:39 pieces of the pizza, all the types of pizzas, and then sound, and I, we're talking about intuitive eating. So that's really how this collaboration started with them is because we talk a lot about intuitive eating, and we think this is a great source for those people that love pizza but are looking for an alternative that's a healthier choice. That's right. Now, if you aren't interested in the intuitive eating guide, we've made it very inexpensive on purpose because we think everybody should can benefit from reading this guide.

Starting point is 00:04:07 It's $29.00. You can find it on our site mindpumpmedia.com. Without any further ado, here we are talking to cauliflower foods. I want to hear about how you started your company, cauliflower foods. So we're cauliflower foods, like California fresh. And we make cauliflower pizza crust and basically artisan bread. And so I wish it was a funny story.

Starting point is 00:04:37 Maybe you guys can make fun of me. Well, are you basically- Did you create this because you like cauliflower because you like pizza? I absolutely hate cauliflower, actually. Okay, see. That's kind of funny. That's very interesting.

Starting point is 00:04:48 Yeah, it's funny. So as a joke, how many morons are gonna buy my pizza crust? By the way, delicious, like it's really good. It's delicious. Yeah, Rochelle brought us a bunch of pizzas and I almost couldn't get a piece because Adam and Justin almost ate all of it. Like all of it because they're pigs.

Starting point is 00:05:07 I've actually taken the ones that you've given us for free and shipped to us and I've already ordered more too. That's how much we've been eating. Really? Yeah, it's become actually this is kind of our thing now Katrina and I. So Friday nights, forget it for a key. Yeah, that too.

Starting point is 00:05:19 That's after the pizza. So I warm her up with the pizza. So what what we do now be we get our little spread out. We get all the different things because we like to make each one of us have to make our own little concoction, right? So we get all the things that we're going to put on their chicken and bacon and eggs and bell peppers, onions. We got cheese, everything's out there, right?

Starting point is 00:05:39 Avocado. And we make a bunch of pizzas up. And then, and that's kind of like our Friday or Saturday and I enjoy ourselves and have a good time watching whatever movie or fight or whatever's going on. Thank you, sir. So we do that. And then the next morning on the weekends,

Starting point is 00:05:55 I talk about this on the show a lot that I fast a lot on the weekends, just because I don't move very much, especially during football season, Sundays, I could literally sit in the same chair all day long. So I don't need to consume as many calories. So what I'll do is I will fast until two or three in the afternoon, we use all the leftovers that we use for the pizza and then we turn it into this big omelette. So this has become like this little thing that we do now.

Starting point is 00:06:18 This is sophisticated. We started it because of the califower pizza crust. So what's good about that is we had Friday night, family, fun night where we used to eat pizza. So I mean, you're talking about like having your fun time with your girl. So eating califower pizza is light. You're not going to feel all weighted down like regular pizza,

Starting point is 00:06:39 which is good. That's super important. Yeah, because it's only 180 calories for the entire nine inch. And depending on what you put on it, and three net carbs. So you're gonna stay lying. Oh my, you put that in a cup? Is it a cup?

Starting point is 00:06:52 Nine inches? Yeah. Nine inches. Oh god. I see where we're going. I like it. We can start it. You started it.

Starting point is 00:07:01 Although Sound didn't start it with a freaky with my girl. And I don't like to. So I'm very self-conscious when I get below it. And I won't have sex with Katrina. So it is excellent that we have the cauliflower food. I'm bloated, I am like that. You want to, yeah, nobody wants that. So that route when you're all bloated.

Starting point is 00:07:16 I'm bloated. Bloated sex can be fun. You are weird. Yeah, I know. So, so you went back, go back to how you started the company because you guys went on this meter, I mean, you guys took off like, but not from the beginning. There was like a shift.

Starting point is 00:07:29 We were talking about this outside the studio. Yeah, so kind of a sad story though. The way it really got started was I had surgery. A surgery that wouldn't develop a blood clot. I ended up getting a pulmonary embolism. So they went in looking for it, diagnosed me with lupus. So kind of fast forward, I need to change my diet. And we literally did have family fun night Friday night pizza, which my husband never got lucky on Friday night. Because I'm serious, you feel bloated and disgusting,

Starting point is 00:07:58 you don't want to do anything. I'm normal. Football or it. So anyways, I had to alter the way we ate. So I started substituting what we were doing. And the kids love pizza. And you look online for pizza recipes that are healthy and cauliflower pizza crust comes up like four million times I'm not kidding. It's a huge D.Y.I. So I started playing with it. I don't like cauliflower.

Starting point is 00:08:23 It's not a vegetable I I bought it. I love vegetables But I'm not a huge cauliflower fan. I am now. I've learned to love it and We just started making it and then we had friends over and People started loving it and they wanted to have me make it for them and I decided to do a cottage license and sell it at Farmer's Market and it was selling out every farmer's market. So then one step led to the next and we... What's the cottage license?

Starting point is 00:08:53 Would you say cottage license? What is that? What did you sell? That's where you can make it in your house and sell it. It's called a cottage license. A cottage license. You explain that to me. I'm on the other side of your house.

Starting point is 00:09:03 Okay. So can you thank yourself? Do you want to eat? Do you want to eat? You're so hopeful. Ignore this asshole and answer me. I want to know what a cottage license is. Could you explain that to me?

Starting point is 00:09:13 So you know what it's like when people bring potlucks. And you're like, oh, I wonder what their kitchen looks like. Yeah, is there cats all over? Is it she the cat lady? Is she the cat lady? Is this gross? Yeah, it's gross, right? Is the cat lady make meatballs Is she the cat lady? Yeah, it's gross, right? Is the cat lady make meatballs?

Starting point is 00:09:26 Gross. Nobody wants to eat the cat lady's meatballs. What? Oh, that's weird. Oh, yeah. Yeah. I'm going to agree, man, I guess. Sorry, get back to your cottage.

Starting point is 00:09:35 You have a cottage license. So you have to, now, is it hard to get this? Can I go get a cottage license and start doing that? Or do you use that? It depends on your kitchen. OK, how many cats you have. No, but seriously, you get investigated. It's actually harder to get a license to develop and create and sell a healthy product

Starting point is 00:09:54 with no preservatives than it is to, well, my last business was getting lasers, medical lasers into another country. It was easier to do that to get the license because there were no preservatives in it. And the rationale is no preservatives. And the rationale behind that is no preservatives, therefore they think it could spoil and, you know, cause problems. Clean, foreclean ingredients, cauliflower, cheese, eggs, and spices, and then we have a dairy free option too.

Starting point is 00:10:20 That's the one that I, that I, so you had, you didn't have experience in the food industry. have experience in the food industry No experience in the food industry. Wow, so you're like a real like you're an entrepreneur like a real You're like my mom pizza's we had no fucking cool. We're doing we started this mic thing It's not no idea. We still don't I hate talking you know how this happened So yeah, so the first year we launched March of 2016 farmers market we ended that year as you know starting a business takes a lot of funding and So we ended that year as my accountant just

Starting point is 00:10:54 reconciled 2016 negative $269,000 wow so end of 2016 you're in the hole so we're in two stores We're selling out in farmers market and we're selling maybe a thousand units online. But you're negative. You've got more debt than you. And so at this point, is it still out of your house or have you built, do you have a kitchen somewhere? So at this point, I've started in like mid-summer of last year, I decided that it was getting to be pretty intense to do it in my house. And we kind of formulated a process, which I really can't talk about because it's pending. It's patent pending.

Starting point is 00:11:33 Oh, awesome. Yeah, that is awesome. I hope it goes through. Mm-hmm. Anyway, so we switched to a co-packer. We started by renting a commercial kitchen, and then we hired a co-packer to help us manufacture it. What now, what changed? Because you went from negative to 280,000 to you guys are killing it right now. The power of social media.

Starting point is 00:11:55 Yeah. And there was one thing in particular you told me about. Yeah, one thing in particular. So we had this friend of mine that decided she was going to start eating the pizzas to lose weight. Now, she was going to start eating the pizza to lose weight. Now, she was doing some other things as well, probably some things that you guys have argued about, some fasting, some just cutting out all carbs. Exercise, all of that.

Starting point is 00:12:15 Yeah, a little bit of exercise. She lost 169 pounds, but the one thing that she did consistently for seven months was eat our pizza every single day. I was just sending them to her for free. So we threw her up on Facebook. We did an ad just kind of playing around, New Year, New Year, New Year. And it wasn't that we were promoting the pizza as a diet.

Starting point is 00:12:36 We were just saying this is one of the things that she changed. She called it her lean and green. This is one of the things she changed, and she lost 169 pounds. And we launched that January 3rd that out on Facebook. I happened to be in New Zealand, which is where I had the medical laser. So I was out there. Oh, you were doing that still? I had sold it. Okay. That's what funded this business, but I was out there visiting family. We have family in New Zealand and I have

Starting point is 00:13:02 a girl that worked for me. There was just me and this other girl that worked for me and she calls me and she's like Have you looked online like we're selling heck out of this and I said no, you know, because it's January 3rd I've just been celebrating New Year's and so I jumped on and sure enough we had sold more the first week of January then we had All of December which December was a pretty good month. The end of January, we just on this one Facebook ad, we basically had sold $102,000 worth of pizza. Holy shit, yeah, wow. So that was nice.

Starting point is 00:13:37 Now did you have the foresight when you did this, or was there a little bit of dumb luck here? Did you know to... Total throw it against the wall did not, do now even the timing though like I mean January 3rd to put a weight loss advertisement out. I mean that's pretty brilliant. I mean yeah, right so that that was our naysayers said to me well That's because it's January and everybody's trying to lose weight and look at gym parking lots. They're full and that's gonna change and and look at gym parking lots, they're full, and that's gonna change. And no, we have learned who our demographic is for Facebook,

Starting point is 00:14:08 and then we also our Instagram, we started at the end of March, we're now at 36,000 people following us. So we know what that demographic is, and we've really spent a lot of time studying it. We're now eight women. We've hired eight of us now. That's why you guys don't hire men.

Starting point is 00:14:25 No. But not allowed. That's not true. I'm not exactly that. We would hire all of you guys. It's okay, they're dumb. We're not sure. We would.

Starting point is 00:14:34 It's a good strategy. We'd love to work with you. We'll fire Adam soon anyway. Come on, we made pizzas for you guys. No, seriously though, it started out as just kind of throwing things against the wall to see what worked. And we started getting them following. And then we really started studying our audience.

Starting point is 00:14:54 And we made customer service our number one priority. So we really, I mean our customers are our family. I still do. I still try to, but I used to write every single person that was buying our crust, a letter, a handwritten letter. I try to write the top 50 people every month, and we just really connect with them. It's interesting because we have so many people on Rachel talk, so many people call in and write in that this product's changed their life, which sounds

Starting point is 00:15:25 funny, but you know, I mean, it's the business itself. It's cool. She have a lot of celebrities that are eating it now, and it's like exciting as you meet like, you know, like a lot of really cool people that love the craft. I mean, you guys love the craft. Like my mom, right? Yeah, right? You get to eat this.

Starting point is 00:15:40 You get to eat this. We're the e-list. But you get these people that, I mean, we have this little kid, just like five, his name's Gavin, he's going through cancer treatment and loves pizza. I might even cry just telling the story and couldn't eat pizza because he had to change his diet because of his cancer treatment. They send in this video of him eating pizza and that kind of stuff. You're like, this really is life-changing for some people.

Starting point is 00:16:03 I mean, a lot of people Amy created it because she has an autoimmune disease. I mean, that, I mean, there's just, and kind of forgotten about demographic of people that you don't even really think about. Yeah, people lose weight because it has low carbs and it only has four ingredients, it's awesome. But like this is like a game changer.

Starting point is 00:16:21 You're giving people more options, right? And you guys have actually been able to take some of these crusts and bring them to like actual piece of joints, right? They're buying them and giving people more options to come in. That's great. We're in restaurants. We're in a lot of grocery stores.

Starting point is 00:16:34 We just got in our first biggest chain. But primarily, most of our sales is still e-commerce. And it's been- Well, that's the way business is now. I mean, I really, I really, we've now met through doing this podcast, businesses, very successful that that's all, almost all of their business is through e-commerce.

Starting point is 00:16:53 It's really changing. Business is changing quite a bit. But on the autoimmune topic, you know, it's this, there's this growing epidemic in modern societies in American particular where you have this explosion of autoimmune diseases. It's not really being talked about a lot, but if you look at charts of autoimmune diseases and you look at how fast they've gone up in terms of percentage of the population, it

Starting point is 00:17:19 has literally exploded and it seems to be exponential in growth. All autoimmune issues, and we're not even counting the mild, you know, irritable bowel syndrome type stuff. I'm talking about the main ones like, like you said, like lupus or crones, where it's just exploding. And although it's not recognized yet by Western medicine, many people in this field,

Starting point is 00:17:42 naturopaths, experts who work in this field and people who suffer from these disorders will tell you that One of the worst things they can eat when they have this these types of issues are our wheat-based type foods gluten and that eliminates a shit ton of food it eliminates all your whole category of foods eat like I'm I'm a child the best ones it is and look I'm a Italian like I don't eat gluten and I also have autoimmune issues and I can't eat gluten. It just they just it just caused me to have more problems which means I can't eat

Starting point is 00:18:13 most of the foods that we serve you know past as they have options now like made with like organic corn and rice and stuff and it's it's not bad but pizza I've not had any well I think you should clarify can and can't too, because it's not that you can't. You can, you could, but you feel like shit afterwards. Absolutely garbage.

Starting point is 00:18:29 And I think a lot of people didn't, and I was somebody who didn't really connect this till later on. I was just sharing with the boys like, man, if I have something like that, I'm very connected now to how my body feels afterwards. And who doesn't love eating pizza? I mean, eating pizza is fantastic, but God, I tell you what, the next day, I am paying for it all day long and I still would put myself through that

Starting point is 00:18:50 because of how much I like pizza. So to be able to enjoy to get some of that craving or that love for pizza that I have, to be able to do that and not feel that way afterwards. And I mean, that to me is everything. And it's made with not just a replacement, but a really good ingredient. So cauliflower, part of the cruciferous family, very high in compounds that are being studied right now for their effects on cancer.

Starting point is 00:19:16 Sulfurifane is one of them. Indul 3 carbonyls is another one in particular that directly has been shown to fight hormone sensitive cancers in particular breast cancers. And there's lots of science going into them. And so to get getting people to eat more of these cruciferous vegetables, it's a freaking great thing, you know. So win all the way around. It's a win-win and a couple things I want to say, western medicine, that's interesting

Starting point is 00:19:41 because when I was having rashes all over my body, didn't realize what was going on. This is prior to being diagnosed. They were treating it as poison oak, poison ivy. I was getting shots of steroids, which heavy doses of steroids, mask, lupus, the effects of lupus. So that's interesting that you said that. Actually, Rob Wolfe, I don't know if you're familiar. Yeah, we're friends with him. Okay. We were with him on Monday. So he had created a gym in Chico, the first CrossFit gym.

Starting point is 00:20:14 And he was him and his wife, Nikki, we're one of our trainers. And he actually sat me down and said, look, I think you have Lupus. I think you have an autoimmune deficiency and you need to cut out all your gluten. He's the one that told you that. He is the first person to bring it to my attention before getting diagnosed. Once they ran the tests on me, you have to have positive blood work plus active symptoms and I had both. Then they put me on this horrible drug called Placwanelle, which you have to have your eyes

Starting point is 00:20:42 checked regularly. Is it immune suppressing drug? Yes. Okay. So quickly I got off of that by altering the way I eat. And I can tell immediately when I eat gluten because I swell up, and I feel arthritic. And a lot of these disorders start in the gut, and that's what the problem. So the prevailing theory is that you develop inflammation in the gut and certain compounds,

Starting point is 00:21:09 the body tends to have more of an affinity to recognize as a foreign invader, gluten being one of them. And so, and so it's not necessarily that it's not like gluten is evil, but if you have inflammation, your body's more likely to recognize gluten as a foreign invader. You develop antibodies against it and then you can get the systemic immune response that can manifest in different ways. In your particular way, it was lupus. So you're off medication because you changed the way you eat. What are the foods have you had to eliminate? Pretty much anything white. And that's why we've created the hashtag,

Starting point is 00:21:48 the new white flower, because we're coming out with some other products using cauliflower as a flower base. Can you talk about those or no? They're secret, I actually just... You guys are so damn secret, we couldn't get into that. The lab, we can't find out what's going to happen. We're also in advance.

Starting point is 00:22:06 I want you to come to the facility. I know. Well, this morning I was with one of the guys that helps me create products. And we've got something really exciting coming out. I'll just give you a little tease. It's going to have some collagen in it. So I'm excited.

Starting point is 00:22:21 But we like to keep things really clean and simple. So just simple ingredients, clean. I think people really want to know where the ingredients are coming from. So we're using organic cauliflower now. And... Oh, fantastic. So now they're all organic. The crust themselves are not all organic yet. We're working on it.

Starting point is 00:22:40 Excellent. But the cauliflower, which would have a lot of pesticides on it, is organic. So I think people want to know where they want to be able to read the back of the ingredients and it doesn't have some funky words on it that they can't pronounce. And then they also want to know where their ingredients are coming from. That's really important. It is. And the market is starting to shift in that direction. We partner with a thrive market, for example, which is a company that sells all organic non-JMO products, but they're super transparent, too, in terms of making sure that where they source their products, that the workers work in good conditions, and that they are very environmentally sound,

Starting point is 00:23:20 and that they donate and a membership to a family and need, And it's like, the consumer is now demanding all of these things. Well, we're just talking about this on a podcast yesterday, getting interviewed and saying that this is the future of business period. Like, you know, 30 years ago, you didn't have to, we didn't know, like nobody knows, like you say Pepsi, Coke, like you don't have a name or a person that comes to mind when you think of these companies, but the future of business will be that way. You'll say a company and that you'll need to have a name or a person that comes to mind when you think of these companies, but the future of business will be that way. You'll say a company and that you'll need to have a face or a brand or some sort of reputation behind that because of social media because we can connect to each other so quick and so easily.

Starting point is 00:23:55 So now the consumers demand that there's so much it's so competitive everybody can have a good product now it's like okay now I care about your message where you're sourcing it from, all these other things. So that's an important piece. Now, have you found through your different social media platforms that you have different demographics and audiences? And we're just getting into this now for our business. And you talked a little bit about this R. Do you see that? Where you see like, okay, here, you know, in this particular platform, we have younger kids.

Starting point is 00:24:22 And here we have, you know, you know, moms. And over, we have younger kids, and here we have, you know, moms, and over here we've got people who have autoimmune issues. Yeah, definitely. Rachel and I have spent a lot of time going over social media and really studying the demographics of each one. And right now, we're using the platforms,

Starting point is 00:24:40 Instagram and Facebook. That's our two main. We do a little bit of Twitter and we have Pinterest. We're definitely going to start doing podcasts now that we've spent time with you guys. But Rachel, why don't you tell them a little bit about the differences between Instagram and Instagram? Well, Instagram seems to definitely be the younger crowd. I mean, they're much more visually inclined with the photos. If you look at our Instagram, it's kind of started a trend where people kind of compete against each other

Starting point is 00:25:08 to create these beautiful cauliflower pizza crusts. And so we see a lot of the millennials on there with Facebook. It's definitely like 35 and above. So we've tested our Facebook ads and targeted with the exact same ad, like the 20 to 35-age range. And they do not, I mean, a fraction of the success that we get from the 35 to 60, mainly targeting women.

Starting point is 00:25:30 I mean, women are the decisions. Yes. Decision makers. They're the buyers, that's very true. And the product is easy. It's really easy. And so I'm a mom of three kids. I have a 14 year old, 13 year old, nine year old.

Starting point is 00:25:43 So I'm really busy. Running a company, now eight women that we've hired, plus my husband's super busy. So I wanted to make something that was simple and easy. And I mean, you can whip these out of the freezer and throw them in the oven and have a meal in 10 minutes. That's the big difference. I mean, I've made these before, before the company was created. And they're really tricky to make. They fall apart, they're time consuming, trying to get the liquid out of the califower takes fricking forever.

Starting point is 00:26:16 So when we see people, Nasey's comment online will say, oh my gosh, you can just make this yourself. Like, yeah, go ahead and do it. Well, I gotta chime in on that, because we've tried multiple times, like my wife and I to introduce, like a different option for pizza,

Starting point is 00:26:31 especially for the kids, because they just love pizza. And we've tried to make cauliflower and like mash it up and like do the entire, like labor-intensive process. And it's like an all day event. And then by the time you get it, it like falls apart in your hands hands when you go to eat it.

Starting point is 00:26:48 And then the whole thing just crumbles and says, yeah, that was a cool idea. And then we just moved on. So, yeah. Did you're canceling it? They did. They ate it, but it was one of those things where it didn't really fill them up either.

Starting point is 00:27:01 Because by the time you have all that cauliflower, you have to mash up, it was this really thin crust. And so anyway, it didn't really fill them up either, because by the time you have all that cauliflower, you have to mash up. It was this really thin crust and so anyway. It didn't work out. So this is definitely one of those products. We've attempted and failed ourselves too, because we use cauliflower. We use it in replace of mashed potatoes

Starting point is 00:27:15 and what else this Katrina, we've used it in a quite a few recipes. And we always fail on trying to make it as a bread, like trying to make it as a bread and keep it to solidify it. It's a bind well. Yeah, it's definitely challenging. Much easier to order it in your guys.

Starting point is 00:27:29 It's shit to my house. You can make sandwiches out of ours. We show this. Lasagna, Pratata for the next day with your extra ingredients. See you know the next morning. Make a Pratata. Where do we get these? These are all on your website.

Starting point is 00:27:43 Where we get all these recipes. They're on the, yes. Okay, okay, cool. Then when you get these, these all, these are on your website, where we get all these recipes? They're on the, yes. Okay, okay, cool. Then when you order it, you also get a recipe in your box. Okay, cool. But we're gonna come up with a cookbook soon. We are. Yeah, launching my box.

Starting point is 00:27:55 Yeah, I was just gonna ask, what's in the future right now? Where are you guys putting, I know, obviously we know what it's like to be growing a business and I'm sure there's a million things going on and pulling you in different directions But what are you most excited about in the next you know six months to a year? What's in front of you guys? So I really want to appeal back to our customer base and we have this following I have this little subgroup on Facebook that I interact with personally

Starting point is 00:28:22 We I want to offer them something more than Jess Pizza and our other products are coming out. By the way, we have more than just what I mentioned. We have a couple that are going to be coming out by January. I want to be able to offer them some tangible advice, working with some people like yourselves, like minded people that can give them exercise tips, ways to just make life easier for moms, busy moms and just in general, anybody, doesn't have to be a busy mom. That's just, that's who I relate to.

Starting point is 00:28:53 Also, when we get real personal, I went through menopause, Lupus causes menopause to happen early. So I went through at the age of 40 and 48, definitely see the effects of going through menopause. So I'd love to offer women that are in that age range, some hope on some ways to just feel better. So what's cool is the cruciferous vegetables

Starting point is 00:29:18 when you consume them in adult-three carbonyl. I believe gets converted to something called DIM, which can convert estrogen to a form that is more beneficial to women who go through menopause. In fact, you can buy it as a supplement, but one of the best ways to get it is naturally. So should help. Yes. Okay, cool.

Starting point is 00:29:39 Very cool. I take no hormone pills. Excellent. I see a lot of pizza. That's a good commercial right? Yeah, I just say that's an advertised, they don't advertise it. I'm so impressed with how much you know, by the way,

Starting point is 00:29:54 he's a smart one. Yeah, he's the ass of Jesus the great. Yeah, it's all random information. It's, it was, it's useful now that I have a podcast. Otherwise it was useful whatsoever. So very cool. So looking ahead, you've got these new products. You guys, 2017 have exploded.

Starting point is 00:30:16 Yes, I think I told you we ended the year negative in 2016. This year to date so far, we're a little over 3 million in sales on just e-commerce. That doesn't include grocery or restaurant. Congratulations. Yeah, so I had to learn quickly what that meant and how to grow fast. That's fantastic. Yeah, how much of were you scrambling when you grew that fast because I would imagine you're used to-

Starting point is 00:30:44 That's all the problems right there. Right, right away. It's interesting because I had somebody come to me at a food show that wanted to invest in our company and I was really excited. I thought this is the answer. This person's gonna help me. But they wanted to change the integrity of the product.

Starting point is 00:30:59 They didn't want to make it handcrafted anymore. They wanted me to add some fillers, which there are other cauliflower pizza crusts out there, by the way. And I wasn't willing to do that, so that investment opportunity didn't happen, but I feel like if we stay true to who we are, we stay clean, we know where our ingredients come from, we don't compromise to make a buck as far as, you can make it a lot cheaper when you add fillers.

Starting point is 00:31:28 It's more automated. I think our customers will stay loyal to us and they'll realize the quality of the product. We get a lot of diabetics type one and type two. I definitely want to you spend 2018 working with diabetics more. It's amazing that there are kids with diabetes now. 10 years ago, there were no kids that had Type 2 diabetes.

Starting point is 00:31:51 When we went through personal training certification, when we first became trainers years ago, they didn't call it. They called it adult onset diabetes. It wasn't called Type 2 because kids didn't have it. So something crazy is going on. There's a lot of stuff that's going on right now, but you've got kids who are just, so something needs to change.

Starting point is 00:32:11 Yeah, and I mean, we see an increase in all kinds of things, hyperactive disorders and all kinds of things that kids are being treated for. And I really believe the source of it is our food. Yeah, you wouldn't get any disagreement from us. We talk about this all the time on the podcast. So excellent. Well, very cool, exciting to see you guys.

Starting point is 00:32:30 How did you guys meet? How did you guys? Oh my goodness, how did we meet? So we were both actually health coaches a couple of years ago. And we kind of partnered together on a few things. We had an office inside of a gym. And when I moved to Portland, we kind of separated a few things. We had an office inside of a gym, and when I moved to Portland,

Starting point is 00:32:45 we kind of separated a little bit, and when she decided to launch this company, I was working at 24-hour fitness as a general manager, and I knew that this was gonna be huge. As somebody who is trying to make the damn crusts, and they're such a pain in the ass to make, I was like, this is gonna be amazing, and my husband was like, you need to get involved in this. And I reached out to Amy as a, hey, you need me help. And

Starting point is 00:33:09 and here I am now. I started off part time and you manage all the like social media marketing stuff or what is your role? So I am the events and PR coordinators. So we do a lot of different events and ranging from like, you know, pre-party at the Emmys to food shows to trade shows We're doing a pizza party next month for the cast of Hamilton And so I plan all of those and do a lot of our peer work There is so much work. She does a lot of everything. I do a lot of everything. She was amazing I put her in the gym because I knew that she would be more appealing She was working. She was at that time. I mean, she was doing bodybuilding contests

Starting point is 00:33:47 and a mom of four, four kids. She took second place. She took second place. She took second place. Keep on. And I was- Was this a figure of- No, it's bikini.

Starting point is 00:33:59 Also, very cool. It was awesome years ago. Like, you need to be in my gym office. Yeah. And then when she left, I'm like, I know we're gonna work together again someday. Very cool. What a great story.

Starting point is 00:34:11 Yeah, feel good story. I like to see successful companies like yours with just the right message. I like how you try to stay true to your brand. I also think it's a smart business decision. In the past, it would have been, you know, people would have said, well, that was dumb, you should have just gone with the, but today, like Adam's saying, with transparency, I think if you don't stay

Starting point is 00:34:33 true to your message, and you don't really stay true to your core, especially your core base, you're setting yourself up for the flash in the pan success and failure, you know, later on, we've seen this happen now and fitness is starting to happen Quite a bit. So let that be a lesson if you're yeah, if you're an entrepreneur like Be honest be true because the days of fooling people are are kind of over I agree. Yeah people read I mean the internet People are looking things up all the time googling by the way we're in Google now Okay, so we're in Google now, these are our crusts, but yeah,

Starting point is 00:35:06 just throw that out there. But yeah, people are smart now, they're reading labels, they care. I mean, excellent. Where can they now, where can they find your product? Give yourself a plug here. So go to www.cali, like California, C-A-L-I, flower, like the new white flower.

Starting point is 00:35:26 F-L-O-U-R foods.com. Ordered online right now. We're having a tremendous special that includes this cool pizza pan, $5 across free shipping. And then also we're in, I couldn't even name all the stores, because most of them are mom and pop specialty stores. In the Bay Area, we're at Molly Stones, we're at United, we're at... I think the easiest place is online.

Starting point is 00:35:53 I mean, we actually went back and forth on whether or not we were even going to stores. Is that even worth it for us? So many of our customers wanted to be able to have a place to purchase it. But I think the easiest way is online. We actually have a special discount code for your guys This listeners you get 20% off by just typing in mine pump. Oh beautiful awesome. Thank you very much Look at you guys up. Yeah, I think what'll probably happen is you guys will just keep blowing up through e-commerce And then you're gonna have the chains probably come to you and be like we want a carrier and then oh pro ask you on and yeah the chains probably come to you and be like we want to carry and then Obrace you on and yeah.

Starting point is 00:36:25 Sobrace should, yeah, should eat this. We'll put it in a good word. By then, my pump will be as big as Obrace is when we might ask. It's like six points on Weight Watchers. Is it really? Yeah, she endorses Weight Watchers at six points. But the entire nine ends. There you go.

Starting point is 00:36:40 There's that nine ends. Yeah, we'll end on that. We'll check it out. Go to YouTube, go to Mind Pump TV. We post There's like nine in zero. Yeah, well, we've done that. We'll end on that. We'll check it out. Go to YouTube, go to Mind Pump TV. We post a new video every single day, so subscribe now. We also offer 30 days of coaching for free for everybody. Just go to Mind Pump Media.com and subscribe. Thank you for listening to Mind Pump.

Starting point is 00:36:59 If your goal is to build and shape your body, dramatically improve your health and energy, and maximize your overall performance, check out our discounted RGB Superbumble at MindPumpMedia.com. The RGB Superbumble includes maps on the ball, maps performance, and maps aesthetic. Nine months of phased, expert exercise programming designed by Sal, Adam, and Justin to systematically transform the way your body looks, feels and performs. With detailed workout nutrients in over 200 videos, the RGB Superbundle is like having Sal Adam and Justin as your own personal trainers, but at a fraction of the price. The RGB Superbundle has a 430-day money-back guarantee, and you can get it now plus other valuable free

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Mind Pump: Raw Fitness Truth - 687: CaliFlour Foods- Transforming Pizza into a Healthy Food

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