The Dylan Gemelli Podcast - Episode #51 Featuring Oliver Amdrup, Founder and CEO of PUORI!

Episode Date: September 19, 2025

Episode #51 Featuring Oliver Amdrup, Founder and CEO of PUORI!  The man with the mission to clean up the supplement industry!!  Oliver Amdrup had a vision and a dream to provide everyone with transparency on the supplements they were putting in his body and PUORI was born.  Dylan and Oliver discuss the mission and goal of PUORI, which means "Pure Origin" and ties hand in hand with the goal he has with the company.  The discussion shifts to the role of transparency in the supplement industry and the CLEAN LABEL PROJECT.  Oliver explains the CLEAN LABEL PROJECT and third party testing.  PUORI prides itself on testing every single product that they sell.  Oliver discusses the difficulties in sourcing quality products and how extreme the process that PUORI goes through truly is.  Dylan and Oliver discuss the vision and hope for building trust in the supplement industry and then about the product line that PUORI offers.  Oliver and PUORI are on the path to making the changes in the supplement industry that we all have have hopes for and Dylan is now part of this mission with them as a proud partner, helping build back trust and health for everyone!!     To PURCHASE PUORI products, visit Dylan's landing page and use code DYLAN to save 20% OFF OR COMBINE WITH A SUBSCRIPTION TO SAVE 32% OFF!! USE CODE DYLAN to save https://puori.com/pages/dylangemelli   Follow PUORI on instagram:   https://www.instagram.com/puorilife/     Today's episode is sponsored by TIMELINE   To PURCHASE MITOPURE visit Dylan's landing page and use code DYLAN to save 20% OFF!! https://shop.timeline.com/DYLAN _______________________________________________________________________________ Get the Apollo Neuro for $90 OFF!! USE CODE GEMELLI to save https://apolloneuro.com/gemelli     TONUM supplements for the MIND AND BODY!   USE CODE "DYLAN" to save!!  https://www.tonum.com/DYLAN     THE BREAKTHROUGH MIMIO HEALTH FASTING MIMETIC SUPPLEMENT!  20% OFF with code Gemelli  https://mimiohealth.sjv.io/c/6588260/3323599/30611     TRULY Increase Your NAD LEVELS with WONDERFEEL NMN: https://getwonderfeel.com/?utm_source=DylanGemelli&utm_medium=podcast     MESCREEN: The world's first and only at home mitochondrial efficiency test Save $100 with CODE   DYLAN   https://mescreen.com/cart/47561239626013:1?discount=&ref=DYLAN       HIRE DYLAN ON THE MINNECT APP HERE: expert.minnect.com/@DylanGemelli     Follow Dylan on Instagram, Facebook, Twitter and Tiktok @dylangemelli and PLEASE SUBSCRIBE and leave reviews!!   MAKE SURE TO GO TO DYLAN'S YOUTUBE CHANNEL for MORE video content!!    https://www.youtube.com/@DylanGemelliBiohacking Email Dylan for booking, collaborations and/or to apply for the Dylan Gemelli Podcast [e-mail] Visit Dylan's Homepage https://dylangemelli.com  

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All right, everybody. Welcome back to the Dylan Jameli podcast. So I have an extremely, extremely great guest today. I hit it off with him immediately. I'm going to get into a little bit of the backstory on how I met him and kind of how crazy it is from where I did actually meet him

to where we're at today, but I've got a good backstory on it. But anyway, he has done some things that have caught my attention right off the bat. He's the CEO and founder of Puri, which is a supplement company known for its transparency and commitment to clean ingredients. And you've heard me talk about them already in the past and you're going to hear me talking about him a lot more in the future. It was founded in 2009 and their goal was to create high quality supplements that are going to address common nutritional deficiencies. And so I want to introduce to you today, the man, the founder that is behind Peary, Oliver Amdrop. Hey, thank you, man.

Good to be here. I appreciate it. We're on far different time zones, and we both had to kind of make accommodations for each other, but it's well worth it to have you here to be able to talk with you and converse with you. I really want to get your story out on the company, it can kind of give light to the way that it should be done and it will also show people why I'm so fascinated and why I'm such a big background proponent of Puri.

I appreciate it. And I think, you know, the space, the fruit supplement space is a pretty crazy space, right? So we know that. And I think the position that we've been trying to take from day one is really doing the common supplements uncommonly well. So you think about the omega-3s, for those of you don't know the brand like the protein powder, the magnesium, the divitam, and the cratzen. The stuff that you see in most people's, you know, biohacking toolbox, like the main essential that we've seen backed by science over a long

time, those are the one we're focusing on. And you can say, okay, that's a lot of supplement brands out there, what makes you special. I think that's been trying to pioneer, like, a dataset behind every single product on purity and active ingredients, so that the consumers would never be endowed if when they're consuming a fish oil, is there any heavy metals from the sea? If they're consuming a protein powders, could there be any heavy metals or anything like that? That is always documented for like a different layer of transparency in what we're trying to do with this transparency project and transparency problems that we've created with the Clean Mable Project in the US. Excellent. And we're going to get into all of that.

I want to really quickly go back in time to when I met you and how crazy it is to where we've come today. So I've told the story of when I made the transition from kind of like my bodybuilding and everything that I have been doing and that supplement kind of world and training the, you know, Mr. Olympias and the bodybuilders to biohacking. And the very first convention I went to was eudamonia last year in November. And the very first company that I encountered was period. And it's so wild now that we're still sitting here. we're working together and I'm interviewing you and literally you were the first company that I met at any convention that I had went to and I was you know taken aback immediately by how well your people were there because I met some of your employees first and they said you have to talk to our owner you know

and I waited for the text message to come from him and came specifically to meet with you and it was very clear to me right then like wow this is the kind of guy that I've been looking for that I want to be around. And, you know, I've been jaded. I've been in the supplement industry since 2011. And that's when I started. You feel far back both of us in this history, huh? Oh, yeah. And you're even further back. And, you know, I, unfortunately, but also good because it taught me a lot, saw a lot of the bad and the ugly. Now, I saw some of the good and I was a part of that. But, you know, I fell for some traps and had to learn the hard way on promoting and being a part of companies and businesses. And that's

why I stopped doing it for so long. And you're the first company that I've put my name with or associated with in, I think, six, seven years in terms of this line of brand of supplements. So just I'm very thankful to be here with you and to have met you. And I want to put that out there in terms of like our relationship first before we get into the interview. No, but I, I do appreciate that. And I think it was also, we had a good talk. And I always love when you're like, when you're telling, you know, why we started the company and how we're doing things. And the people on the other side just kind of lights up, you know, and talked about you kind of questioning and asking all the, are you doing this and all that. And that makes us, you know, excited about what they've been doing.

Because, you know, the reason why the brand started back then was, was you were getting recommendations. Like, this is 2008. And we were getting, I was like a gym owner myself and, you know, totally into the health and wellness space. And, you know, everywhere I was looking on, you know, food science or supplementation and so on, you know, there's a lot of looking at the time at omega-3, omega-6 fatty acid imbalances. And when we're looking at that, you know, how do we address that? You know, can we add omega-3 to the diet, not just by eating more fish, but also can we make that simpler with supplementation? You know, fish oil popped up. And then when that popped up, You know, the conversation we got into with the nerds at the time that were really into it.

And the scientists, they were like, just make sure that when you're consuming a fish oil at, you know, a daily dose or on a regular basis, make sure it's clean and pure. We were like, right. That makes sense. That got to be a data point. Like, that got to be, like, purity must be able to be measured by the absence of what you do not want in fish oil, heavy metals, dioxins, toxins, whatever it is that you might find. And the other part is like that it actually has an active ingredient.

like the omega-3 fatty acids that you're looking for when you're consuming fish oil. And then fresh, you know, that's another measurement. How do you measure that? And when we went around and asked, you know, the brands at the time in stores, you know, going around Copenhagen, but also looking online and so on, it was pretty impossible to fight that data set. So we felt that's so interesting in the health and wellness industry. And I think we all know that in that industry, that there's never one route to the perfect

outcome. We are super individual when it comes to, you know, choice of diet, choice of, you know, training protocols and so on. But when we come to environmental toxins, we're kind of all in the same boat. We all want less heavy metals in our diets. We do not want more heavy. Nobody's saying you need more heavy metals from your fish or you need anything like that. So when people were in consensus on, you know, there's an issue with consuming too much fish. But then when you're buying a supplementation, you have no idea if that fish which is a concentrated product of fish,

is that actually harming you or is it doing you the good that it's supposed to? So we felt there must be a reason for brand that want to share a lab report, not by ourselves, but by a third party, who will share that like up front and center when there's any risk of contamination when you look at like concentrated natural supplements

and raw ingredients. So that's how we got going. And when we tell that story and I meet someone like you and I show you like, hey, look at the QR code we have on the back, kit, you can scan it, and people get equally excited about, wow, can I actually see this documentation? Is this just something you do, you know, like on an occasion, like two times a year or whatever, like certifications normally?

No. Every single batch of every single product we do has that dataset before it's released to the public. That is not mandatory by any laws or anything. It's only mandatory in the purity or now the clean label promise, right? Transparency promise that they've created, which unfortunately, we're still the only brand of all the supplement brands that had pledged to, like that full transparency, but that's a different story. We can go down that little further in. So, you know, obviously that's, it's always, it makes always a good, passionate conversation when people

are equally into the details. Absolutely. Well, I'm going to get into specific products, contaminants, things that people have no clue about, they're not aware about. We're going to get to all of that on this episode. But I want to start with a little bit about you, your background, and kind of what brought you into the industry that you're in now with supplements, because we all have some sort of reason, something that happened, something that draws us to the career path that we pick. But it's always inspiring and insightful to really get into the mind of a founder as to what it was. You know, And people love to hear that because it gives them ambition and drive to look within themselves too.

And so I always like to get that out of my guess to find out, wow, what was the light that went off for you that said, let's do this? I think it was like, we were consumers, right? So at the same, we were like super into health and fitness. My co-founder and I back then, we were, you know, nerdy consumers. We were like, love investigating. We didn't have chat, GBT, all the other tools available today. was a little bit different, but we were like really consumers. And when we were presented with an issue that this initiated out of the omega-3-Omega-6 imbalances and diets, and kind of how do we

combat that with like food choices and also removing omega-6 from your diet, not just adding other stuff, but when we saw how big that gap was and how few people were actually aware of it, ourselves included, that it will have a significant impact on a lot of different health markers if we adjust, increase omega-3, long chain, omega-3 fatty acidate diets, maybe decrease some of the omega-6s, that would have a very positive impact on inflammation markers and a lot of other things. And when we saw that and when we then found out that, you know, there's actually no actual data when everybody was pointing to it, hey, make sure that when you buy a product and

take it every day, it got to be a clean and pure product. And all clean and pure was at that time for us when we were investigating was marketing. You know, when we reached out to the brands, like saying, hey, how much, you know, what's the amount of traces of mercury that you have in this fish all? Because mercury could be one the things you're looking for. And you're like, it's fine. It's legal. You know, we're living up to all the standards, you know, but we're like, hey, but there must be a data point behind this. How come so many people is saying to us that be aware of fish, they can be contaminated? Again, there's a data point. And nobody has a data point to support. We felt at that exact moment

like when we were like, there must be a brand out here because there must be others like us that feels that's a little weird. You know, you're getting this recommendation for something that you might end up consuming. You know,

I joke about this myself. I would be so polluted if I had been taking a polluted fish oil for the last 20 years because I've been consuming fish oils now probably for 20 years and something like that that you're actually adding on

as a staple to your diet if that had, you know, a side effect that would be absolutely stupid to certain these, right? So we felt that there must be that point. And we were like, we honestly didn't know too much about like the industry. We had like business and training backgrounds, but you're passionate about health and wellness,

for sure. And so we're like, how do we investigate the space? How do we figure out how to make a fish oil so we can actually have that data? And that went, you know, walking backwards in the supply chain, you know, figuring out who, what's the best fish to use? Where's the highest concentration of Omega and the purest fish swimming? So, you know, kind of mapping that out, just walking backwards and keep kind of asking questions. And in the end, we kind of had an idea, okay, we can do this.

We believe in it. We can sell an apartment and get a factory to kind of like where we're living, like sell the apartment we're living in. Try to see if we could find that, you know, facility, manufacturing facility that would actually produce our fish. And we jumped into it. So obviously younger before like kids and families. so on. But again, it can be done at any time with like that right belief in what you're trying to do is it's going to make an impact. Excellent, man. So what you've done is pretty extraordinary and it's not something you can really find anywhere. And that was why I was so taken aback by

the conversation that I had with you and upon seeing everything. And I always go into sessions with companies like yours with like, it's almost like getting grilled by a prosecutor, you know, because of everything that I went through. And not only the ease in which you answered, but never getting upset, never taken anything the wrong way, having an answer for basically everything and anything. And just the delivery and overall, it's said to me so much about, wow, this guy, not only does he really, really care, but he believes in everything that he's doing. his motive is actually correct. I can't stand it when everybody acts like a business is not supposed to make money.

That is the most ridiculous thing I've ever heard. I despise that ideology and thinking because everybody works for somebody. Everybody has to get paid. However, everybody can win and everybody can benefit off of each other. And that's, to me, the kind of people that I want to be around. And you struck me immediately as that kind of person. I appreciate that. And to all the people out there, this is never a straight road. So for us, it was not like, oh, this is going to work so phenomenally. And we're just going to go out.

And we later found out that they call it the pretty baby theory. So the pretty baby business theory is like we then end up creating this product. So the first product was the omega-3. So a high concentration, like it's big potent dose of omega-3 fatty acids, EPA, DHA, 2,000 milligrams, which is a pretty big. a potent dose. Super fresh, low oxidation markers measured in total oxidation, which is the way you can actually measure if this fish all is super fresh. And, you know, at a, we said a decent price point, but at a price point where most people could afford it, despite us actually having really hard time making a profit on.

And I think, yeah, coming back to that, we were like going into this pretty baby theory with the point. product in hand and we believe, okay, we can show that this product is just, it's better, it has the data points, that's everything. We're just going to go to the local, like, the pharmacies and the stores and wherever they're selling this, and we're going to show them, and they're going to be equally excited with us, you know, like the new parent that's just showing off the pretty baby picture of their own baby, and they're so excited about this amazingly beautiful product or a person that they've created.

And I think what we found out further on was like, that took so, like the storage, actually for the consumers to understand. First of all of that, to understand, there was a difference in all the official. Most people say, Eshal is Peshaw, what can the difference be in that? Like, that must be the same. So we had to educate. And it was a long and winding road and, you know, those ups and downs in that road. But it kind of, it feels like now on the purity side of things, at least, people are starting

to get more educated. And when you then have that data background for that many years, where you just built, we build on it, it's been painful at times. it's been like, but we constantly kept the focus and the belief at the core of the brand that, you know, this type of data when you're consuming something, whether it's like the fish oil, then later on the protein or the collagen or whatever it is that you consume in a potent dose that might have impurities in it, you know, it is so important for us while we are on this health journey.

For you, for me, for my mom, for the young one, for the athlete, you know, you do not want that like potential harmful side effect as like coming. maybe tying this into the Clean Naval Project's recent protein powder study. You know, I'm assuming a lot of people on this podcast listening to using protein powder. When Clean Naval Project tested America's best selling protein powders this year, you know, they were testing, I think it was 83% of what's accessible for Americans. That is a really broad, like, study. It's not just a few brands.

I think it was 107 different protein powders, 47% of them. like almost half of the brands exceeded Proposition 65 in California set for safety levels for heavy metals. 47%. So it's like flipping a coin basically on your supposedly healthy protein shaking actually exceeds Proposition 65 on heavy metals. And it was like, I think lead was the number one that they found in it. So a super serious, you know, heavy metal that really is, it's harmful for a hell. And again, people are consuming this to be healthy. Like, it's to support the health journey. So, like, to me, there's just such a reason for us to exist and for more brands to follow in that

because we unfortunately have a polluted food chain. And we're consuming it on a daily basis, like with the oxygen we're consuming or the water we're consuming, our food chain, the supplements. You know, we got to start by finding the transparency, understanding where is the actual risk. because another side of this is would you not need to create risk where there's no risk? So there's some products that are not very polluted and other products might be more polluted.

Let's make sure that the ones, we call them high risk of contamination in our end, those are the ones where we're consuming on a daily basis. That's where you pay attention to. And that's what I would want to give you, give my mom, give my sister, you know, whatever it is around you, anybody, basically, that type of quality in their products.

And yeah, so that's really what we're out to do. So let's go down the line here and just start with Clean Label project. Let's get a good understanding of what that actually is because you've said it. I brought it up before. I've seen it on your labels, but it's nice to have a full conceptual breakdown so people know exactly what that is, why it's so important and what the consumer is actually getting from that. And I also want to talk about how much effort that takes on your end,

actually do and be a part of because that'll really open up the eyes of why really barely anybody has any association with them. So let's get into that and let's talk about the hopes of everybody one day doing that. Yeah, for sure. And I think let's start by because I really appreciate like the consumer organizations like the Clean Label project, the EWG, the different consumer organizations out there who's trying to put it first of all transparency on certain, let's say risk groups, and then looking into the American and the European consumers or global consumers, people basically, because a lot of people are actually looking at these certifications now. So Klingnebable Project is one instant where they have focused a lot on the heavy metals,

the pesticide, glyphosate, you know, a lot of the common BBAs, environmental toxins that are found in our food and kids products, fitness products, and so on. In supplements, Clean Naval Project is certifying brands, so they can certify you, so you can be a Clean Naval Project certified brand, like you could be organic certified in a food or even a supplement ingredient and so on. So the Clean Label Project certifies the brand. Then that looks to all the different specifications that you need to undergo as a brand. There's a lot of rules underneath that. And then they will periodically test your products, throw them through a chemistry lab to make sure that like what you're saying, you know, in terms of purity, because that's really what that

part is focusing on, is actually there. Right. So the Clean Level project has, you know, they have a purity award. That's kind of when they have data sets of a basic certification, which is great. And I highly encourage any brands to know, build that route. It's also a good route for consumers to find you because people are actually concerned about this. So they can go.

And I remember this when I was like walking the food aisles in U.S. buying baby food to my children and looking at it. I was looking at the Naval Project certified brands because I know that they do something to really foster that quality and minimize the hair milk.

So the certification is one side. The second part of the certification, and that's one, what we've actually had to pioneer together with the Clean Naval Project because unfortunately, not everybody is doing this, and we think this has to be

the future of food and food shops. and risk of contamination. And that is the transparency promise that they've created. And we're the only supplement brand that have taken the transparency promise on the Clean Label project side. That means this every single batch of every single product. In our end, there's a QR code on the back of every label. But even without the QR code, you could look up the batch number of that product you have

on the Clean Label's website. And they would have done a, I'll say, from 3 to 10, 12 page lab report, testing for pesticides, testing for residual solvents, testing for heavy metals, testing for a lot of the different things that you do not want to find in your collagen or your protein or your facial. And with that data set, it's that actual batch that you're looking at. So you can really scan a QR code with your phone as easily as flipping it around, looking up that batch number, and seeing that. And I think when we have a category and a category like protein powder, so that macro study they did on protein powder, when 83% of America,

America has to, you know, like a big portion of like 47% of that category is polluted. You know, we don't even, like, it's not enough for Clean Naval even to just do, you know, regular bat. They got to test every single batch, in my opinion. And we have seen this come to Baby Food now in California. So baby food is now at the point. So when Think Naval Project started, they were really looking at where's the biggest risk, who's the most, yeah, consumers in risk of contamination.

babies are even more than adults because it's regular, you know. So baby food should get even more attention. And now baby food has like, there's new rules both in California and Maryland that you need to document this with data by a third party. You actually have a heavy metal levels in your product. So you can always find that as consumer. And my firm belief from when we started back then, you know, this was people who say, yeah, maybe that's important, maybe that's not.

But from where we're moving today, I think we're five to 10 years out and we will have, we'll see that same kind of, you know, mandatory standard because I think consumers will demand it when they find out and when they get educated on this, that we need, when there's such a high risk of contamination in a product, we need that to be regulated if we can. Like, that would be the goal. So I have a little bit on the Clean Naval project and kind of their certifications. And again, highly encourage all the brands. to look into that transparency promise.

You can also see that it means a lot from like our customers are coming back. When they're sending us, hey, we looked up this lab report. We're getting a lot of like really nerdy, like cool feedback. Also, there's times and then where people ask, hey, why are you not testing for this? At the moment, we would love for you. I've looked through all the reports. You're testing all these different pesticides, but I would love for you to test for this. We take that in.

Obviously, we don't drive the certification. So that's in the label project. They decide what's actually the risk. But we pass that forward and say, hey, consumers are now asking us about, let's say, PFS. We were starting to see that as something consumers were asking for. And we start doing periodically testing for PFS to see, is there an issue in this category for PFA and so on. So consumers is driving the conversations too, that's for sure. So question then, to be a part of the Clean Label project, just on the surface here,

so that people get an idea of what it takes from you, how much time and effort goes into each bat and what's kind of the cost for you because there's got to be a lot of extra effort and a lot of extra costs. And a lot of these big companies, they like to take as many shortcuts as they can, you know, with their massive budgets

and really take out of account all of the things that need to go in and all they really carry about is their profit margin. So to kind of get into that process and what the sacrifices on your end to do it. I think, yeah, to be honest, and I think for most bigger corporations to get this basic clean label certification

is not out of reach. Right. Yeah, it require that you have a good product for sure. Like, it require you have a good product, but the actual cost of the certification and testing, I think is fair. That's a fair point. If you want to go that next layer,

and I don't think more than like a few percent of the brands right now, maybe 10% of the best brands out there are considering it to the transparency promise, it has cost to it. That's for sure. Because every single individual baths that we make needs to go through a third pipe lab, right? And that lab, you know, might actually be like that product, let's say it's a pouch of protein powder, right? So a pouch of protein powder, that might be tested for, you know, protein content in one lab,

but it might be tested for heavy metals in a different lab. And it might be tested for pesticides and another place. So you actually have to do multiple, you know, like Clean Naval Party, have to do all these labs that they are working with on their umbrella. They have to pay for all those lab testing, of course, that fall back on the brand. Then we say we pay for all that lab work,

and we pay for a lot of lab testing. It's almost like we should have our own lap, but that doesn't make sense because it has to be third party, right? So it has to be externally validated. But, you know, we're testing and testing and testing. So that's a cost for sure. And then on the other end, which I think, especially if you're a little,

into supply chains and so on. For us to be able to, we won't release the product to you or the consumer online before that lab report is uploaded and tested. That means product A here is done at manufacturing. We're done with it. It's a great product. We have to ship a bag, like a random bag

from the production line that has to go to one of the labs that are testing it. These labs then has to take their turnover time while that product is standing on our shelf and we can't sell it. So you have to actually, and I think when you're looking at bigger companies, they'll be very worried about that because that's tying up inventory and cash,

which becomes expensive. But I think that's the layer of, we're doing everything we can in our end to make it as quick as possible, like, you know, when that's needed. But again, that's the layer that it requires for us to ensure that the end consumer will always have a third-party validated product that has data points on it. And we feel when we do that, we have done everything we could to protect consumers from contamination on something that they're consuming on a daily base. And see, I wanted to bring that up because you said third-party testing multiple times so people understand you have to send these out.

You don't have your own testing lab. You can't do it yourself. No. Is this selected by Clean Label Project that give you options by where to send it? Okay. So you just have to go with one of their like standard, we'll call it gold standard, you know, people. They have to be accredited in their systems, basically. have like because there's calibrations of machine there's a lot of different things that goes

into that but there's a there's a decent amount of labs around the world now and I think lab industry is definitely something that's growing as we're kind of paying more attention to these things so it's it's something that they will kind of spread around so and that's where I was going to go next before we get into the product line so your headquarters is in Denmark correct so what are the challenges that you have because you're very well known in the United States market. I mean, and I don't know the European market nearly as well, but my assumption is you're probably doing pretty damn well over there as well. So talk about some of the challenges because you travel to the U.S., you go to events, you go, you know, right out there and get your products

out at all of these big conventions and everything. I know you don't do it all, you know, every month, but you do have to travel a lot and make that effort. So is it difficult for you to have distribution in the U.S. to travel all that time to get all the certifications back and forth to production. I don't think people understand how much goes into this and what it takes. You know, and we actually,

there's a lot of things going to. We actually decided we're making, we call the raw material nerds, right? So we're really good at like finding, hey, this is the best way we've seen, you know, the data specs are amazing, you know, cows are in a nice place, you know, everything is like going into

let's say it's a way protein. But we try everything we do to actually blend the products locally. So it's like blended in U.S. and blended in Denmark or a European country. So that like whatever co-man, in fact, we kind of resource the ingredients and make the formulations, but like we actually try to do that in U.S. and in Europe. That means we also have to split testing on those batches out again. That's more batch testing or so on to get it out. But then in U.S. we distribute like through online websites, you know,

our own purry.com website is by far the biggest and then Amazon. But we focus on that. We rather want to have like the direct relationship with our customers as well as we build it. In Europe, slightly different. So we've been in Europe for a longer time. That's where the brand founded obviously. But we sell a little bit differently. We sell through also some of like the big retail chains where we can actually have like a nice

positioning and we're seeing that starting to do better and veteran well. So it's not like we have that like that exact fixed business model. It actually varies a little bit from Europe to US. But I think we love going to to come back to your shows and part. We love traveling and getting out there. And we do have the team in US too. So we have people working from US with like, yeah, I took several years actually living in US as well to kind of build up like the brand and start to get some connections and talk about what we're doing, you know, getting it out there as much as possible. And then we see ourselves as a like kind of European and U.S. brand at the same time.

So it's like we definitely have Danish roots and we want to keep that. But I think we're equally an American company almost in ways that we think. And that's interesting, a little fun story here to connect it into. Again, there's a lot of like similarity in mindset of like in some of the Danish thought processes like to a lot of like, let's say, Californian design and Danish design or whenever it is in America where you have like minimalist and good like focus on quality, simple ingredients and so on. I think we see a lot of similarities in that and a lot of passion across both U.S. and Europe for that. So a lot of similarities. And I just also want to tie one more thing to the name on that because Puri, it's,

it's sound almost like an old Scandinavian name and it's like it's hard to pronounce for people and so on. But it's just a contraction of pure origin. So every kind of raw ingredient that we are working with, it has to come from a pure origin. And at the end of the day, if we find the purest, let's say, way protein in America, we would do everything we could to use that also in Denmark, if that's actually the purest, right? And that's how we kind of are looking at it. We want to do everything we can to just find that, you know, purest origin, at least amount of environmental toxins, highest quality ingredients we can't. And that's what we're going to put into the products.

Awesome, man. I appreciate this. breakdown. I want to talk about something you and I talked about because we were both were discussing our love for cacao and the flavoring and that. And you brought to my attention how bad that it was in terms of, you know, it not testing very well when you go in and things that you had to overcome and how big of a bummer it is. So can you talk about just how difficult it is to get like a good quality chocolate protein and what exactly that it takes because I don't think anybody would have any sort of clue you completely caught me off guard and I was like whoa really you know and you started throwing out numbers and data points to me

and I was sitting there just like oh man this sucks you know but then you know I got hope with your product but talk about that a little bit and and I'm like you know I I'm only I have a team behind yours that has all the hard work and hassle with this, right? Because they've been struggling and fighting because just when you're sourcing so cacao, cacao is a, first of all, I think cacao as an ingredient is a great ingredient. Like it's a full of different good things for your body as well. So it's not just like cacao tend to also absorb more heavy metals from the ground. But it is a really nice ingredient.

So I would love to flavor things with cacao and cacao beans. So what we saw was when we were using cacao, that even though we were using like highest quality organic cacao beans from different areas around the world, we had a really hard time seeing consistency in low amounts of cadmium and lead, which are kind of the key environmental toxins you see in cacao. And it was at a point I think our team here went through, I'm guessing around 10 different cacao farms, but we get to batch, like we buy it. a sample of their raw ingredients, which is just raw, like high-quality cacao. And then we sent that to our lab that we worked, like any of the labs that we're working with and we get the data points on. And we were like, God, damn it, this doesn't hit the quality specs we wanted either. And got that.

This one neither and this one either. So we actually, at the end of the day, we wanted to use more cacao and asserting a protein powder that we had. So we went to creating two things. One thing is in our end, which is not as interesting or sexy. The other thing was in the consumer facing it. First of all, we had to actually decrease the amount of total cacao we were putting into it. So which is a sad thing when you like the kind of added benefits of cacao as an ingredient.

Anyway, the second part of it was now every time before we blend, so normally when you blend these material, you're like when you find your ingredients, you find the farm, the salsa, you can kind of blend it on it again because it would probably not be contaminated on a second batch or third batch. But when we took a car, what we saw was even coming from like in the same areas, we saw suddenly we had to test the raw beans before we started to blending it because otherwise you would have contaminated our way as well. So you're kind of adding to split ingredients out on a risk basis. And that's where we see there are certain ingredients that obviously are higher in our risk scale and it's much harder to salts. And I think it's really bummer because, you know,

I would love to get this to dark chocolate as well. And I think I say that every single time, I get the opportunity because I love bad chocolate. I love having a good piece of like 85% quality dark chocolate night, like with a cup of green tea or anything. I really appreciate that from its magnesium content, from like all the, you know, it's just it tastes good. And I'm as equally not sophisticated right now when I'm buying cow chocolate bars. I'm like, I just have to buy on very eight.

I'm buying different brands to not just buy from. one brand DM every single time. Because I have no data on how much heavy metals there's actually in these different chocolate bars or like pure chocolate bars. Even if it says USDA organic or European organic certificate,

you have no idea because organic doesn't mean testing for heavy metals. Unfortunately, in Clean Naval Project study, they actually saw the organic products had a high amount of heavy metals. Personally, again, I would always pick an organic product over a conventional product if I could, and I would pick

a local from someone I knew over an organic product if I could. So if I knew the farm over here, you know, but they didn't have a certification and I know what they've been doing for a long time, I'll pick that. But at the end of the day, what I would really want to pick above is the one that had a transparency code that I could scan. So I could see a test. Because then honestly, I wouldn't be too worried about it if it was organic or not. I would look into the background of the brand and the farmers and the people behind it. Like, that's super important of how they treat the world in the plant, but if we had that data point, you know, maybe there's origins around the world that has much pure chocolate that I would maybe not pick because it sounded like a bad origin

or, you know, because I was not basing my choices on data, but basing my choices on, you know, opinions or maybe things I've heard or, you know, anything, rumors or whatever it could be, right? So I think, again, when we have these products and there's a few more products that I would love to get somebody in that industry to kind of look into like rice, chocolate, you know, sweet potatoes. You know, a few of these things where we know there's potentially higher risk of contamination. Let's see if there's not some brands out there that want to kind of create that same QR code transparency so that you and I, we can feel comfortable about consuming something. Yes.

So I want to get into your product line here. the first two things that I got from you, and most of the time, a lot of supplement companies are companies that provide this sort of service. The first thing everybody looks to generally, and okay, I'll be fair with that. Over time, it's changed a little bit, but let's be honest, most people look at the protein powders first. That's kind of what draws people in, and then it's everything else. And I work with a lot of companies that don't make any margin on their protein powder are very little to get people there to get their other products. And so that's, you know, a hit that you may take. But the protein powders are what people probably consume the most of and

look towards the most. Now, with yours, one of the things that I absolutely love, because I'm a big studier. I've been a nutritionist for 15 years, but I've been studying nutrition since I was 11 years old. I've talked about this. So the nutrition side of thing to me, and I preach this, when you break down results and you've got diet training supplements, the diet is 70 to 75% of all of what you're going to get, if not more. And it's the most difficult for anybody to really stay consistent with or overcome struggles.

And why I bring this up is with your protein, not only is it grass fed, because I've seen the term grass fed a lot. and we'll get into that. But yours is also pasture raised. And I want to ask, one, how difficult is it to get it to be pasture raised instead of just grass fed? What's the difference? And, you know, for me, everything I have is pasture raised in my diet, everything, my eggs, my chicken, my beef. I mean, I get the most expensive, but what I'm putting in my body, I sacrifice other things in my life that aren't important to spend money on, and I get the best.

talk about what separates your protein powder, what's pasture raised over grass fed, and what's the difference with yours as opposed to others? I can give you a little bit of it, and maybe there's some of the nuances that our science team would know even better when it comes to the difference, also between Europe and the U.S.,

so I'll try to pass. But again, in general, like obviously, when you see something that's pasture raised as well, it is something that also has, you know, enough sunlight. It gets outside. It moves around differently and so on. And again, that might bear, I don't think pasture race necessarily is like a particularly, you can say there's like certain rules exactly that you need to mandatory live by. And I'm sure that a lot of people that are, you know, let's call it massaging those words a lot to fit their, you know, packaging and label claims,

what they want to hit, whether it's come from Grassford and where, like, they're looking at consumer more than what's actually behind the scenes of the product. And if we want to look at what's behind the scenes, what we're looking to is obviously, you know, high-quality protein content with right amino acids, like no pesticide, glyphosate or anything in there, doesn't have to be organic in our end, doesn't have to have an organic certification,

because we know if we can get information on the farm where it's living and the cows are grassing outside and so on. We know kind of the area of the world. We can get the third-party validation from our lab report, that shows there's absolutely no pesticides or antibiotics or anything that you might see in this product, then at the end of the day, we see that is even more important. Sometimes we are using organic farmers, right? But at the end of the day, that is more important for us, like when we source that end product,

that that bats result that you can scan again to come back to that one more time, you know, it will actually show you if it was antibiotics. It will show you if it was really, it was truly pesticide-free because they would be testing for it. And I think, you know, that's like, for us, the idea is to get, like, the closer to you can get, let's call it, people also throwing out the term regenerating farming right now. Right. But how can we get close to, you know, the healthiest animal, the healthiest outdoor, the healthiest product quality? Like, that's, that's at the end of the day, you can see that, almost you can see that in the data too. But, you know, that's really what we're aiming for.

So it's not like in our team we say it has to be this. But again, it has to live up to that spec we have on the background with the data. And our dream is to get actually further down that. But now I'm like, I'm giving my team gray hair. But the dream is really to get further down and literally know the cows, right? Like if we can kind of go that far. But unfortunately, that's how that supply chain is not set up. And we're not big enough yet to be able to demand that.

So I look forward to we can get to that. And I think if you have the team members do too here, So to really get something that is living outside, and not just being fed grass inside. Right. And I think there's also something about percentage that varies a little bit from country to country of how much non-grass food you can give it

and still call it grass fat, which you'd probably be surprised that I'm assuming without knowing for sure that that percentage is quite high before you can actually have to label it grass food. So one of the things that I love about this particular protein is the ingredient makeup. Now, oftentimes you get a thing of protein. A lot of people just say, oh, it's 1999 at Walmart. I'm going to buy it. And they think all

protein is all protein. And that is literally one of the furthest things from the truth. And I've been educating people on this since the beginning of time that I knew about protein powders, that I understood them. Yours five ingredient, which is extremely, extremely rare to ever see anywhere. I've actually never seen that at all. And so it's very a simple breakdown. I kind of want to go over each ingredient because it's not going to take that long because you don't have 5,000 to go over, but I want to know the premise for them. So we got way protein concentrate. And, you know, it's funny because over the years it was always thought that isolate was the best. And I feel like it was more gimmicky than anything now that we have a better understanding

of the difference between concentrate and isolate. So we'll get into that. But then you have no sucralose, no, none of this other, you know, garbage that you see and I'm sandth and gums, these fillers, you've got organic coconut sugar, you've got vanilla seeds or cocoa powder and natural flavors. Now, I want to expound on a couple of things. things here. The organic coconut sugar and the natural flavors, talk

about those and then also what we were talking about in terms of the concentrate versus the isolate. Because I will argue. Yeah, I will argue one thing. I understand that there are some people that can't do way because of the lactose. There's always going to be people like that. But I will argue that

some of those people that have bad experience, it's not that they're lactose. It's all of the other bullshit that's actually in the powder. We totally agree. And we've seen that with so many of customers as well coming to us and say, where we said, you can, like, I've never been able to do dairy protein powder feel my stomach gets upset. And you're like, okay, if you can do, if you're not totally like lactose intolerant,

like if you actually don't believe that you're that far, try it out. Like, just try it out. And if you feel like it will refund you, whatever it is. Well, of course, and we've seen so many people coming back and saying, you know, I don't feel anything. This feels great. And I agree with you on that side. When we come back to like the different ingredient, this.

So the way protein concentrate, you know, many people say it has to be isolated, has higher protein content, programs, and so on. But for us, like, the concentrate is much closer to the real food stalls.

Like, more of the peptides, you know, a lot of the different things that we see in there, you know, just a more balanced protein, basically.

So that's one side of it. And it's less processed than the isolate. So for once, we can keep it closer. The second part is organic coconut sugar. And we use that because, first off,

and people, oh, you shouldn't put sugar in, like it's a protein supplement. And it still is a protein supplement because if you're looking at a daily serving and it gives you 21 grams of protein, it gives you 5 gram of carbs. And three of them comes from sugar, which is less than a bite of a banana. So just trying to put it in perspective, you know, it's so little. It's like, you know, probably half a date, the U.S. size date, the amount of sugar that's doing.

But that organic coconut sugar has a lower, you know, glycemic spike than in others. But again, when it's so little, it gives such a powerful flavor to the vanilla. And when you use real vanilla, that actually end up being a really nice, almost creme boule, actually flavor through that vanilla because it really rounds it off. And like the burntness in the coconut, and now we go into tasting, which is obviously more like individual in terms of preference. But I think just the thought process of these things coming together and how it works is just amazing.

When we then look at the natural flavor that we use, you know, natural flavor is very different in Europe and especially them are coming from US. So natural flavor in the US is like an umbrella term that can cover a lot of bad stuff in there. In ours, it's basically just, you know, in Europe it has to come from a natural origin. So it's like a actual concentrated ingredient. So that's the other side of that. What's the natural flavor?

The vanilla powder and the vanilla seeds that we have in, you know, the vanilla powder, we do actually use like a gum arabic as you know but that is actually to spread out the vanilla seeds in the back so they don't live in the bottom. That's one side. The other side, gum arabic is actually something that's good for your gut. So you can even buy gumurabic supplements. It's a plant that has the ability.

So you're not using any artificial way of mixing the powder so you don't have everything coming to the bottom, but you're actually using something that's natural, like in a natural growing plant, which is fairly good. Like it's a prebiotic, basically. So it's pretty similar. It's a fiber.

And you're using a small dose of that to kind of to round it up. So that means you get like that feeling of real vanilla seeds, which is real vanilla seeds in there when you make every scoop of it. So it comes, it's just a taste experience at the same time. And I like that it's Sweden that way over like the heavy monk fruit of stevia. Yeah, it makes it different. You can use stevia, I think, is great as a sweetener as well. That has to be in super small amount to round it off.

Yeah, I agree. Like, it's a palable thing. It shouldn't be the lean driver of getting like sweetness to your, to your palate. So that comes actually from the concentrate and from the coconut chival. And then the other stuff is used to round it off. And again, back to some people would say, you know, avoid anything with natural flavor on, you know, it might have all these different things in it, you know, residual solvents or, you know, anything like that. Yeah.

That's again why. first of all, we don't use that in Europe in them, so that's one side, but the second part that's why the transparent product, you can scan and see the actual amount of residual solvents in your protein power. So if there was anything coming from that or coming from the blending facility, anywhere else that could be cross-contaminated in the manufacturing of your product, you know, that's why, again, that layer of safety data is there as the end. So I think that's the, that covers like the key ingredients in the product.

And, you know, it tastes good. I think most people will actually agree no taste as individual. I think it has like real vanilla taste too. I'm going to be making a video. I tested this actually. And I was going to tell you about this. I tested it Friday. So I, every four days about I take a big thing of Greek yogurt.

and I have a glass bowl I mix it in. And then what I do is I put a couple packets of sweet leaf stevia in there and protein powder. And so I tested it with the bourbon vanilla way and it is so good. And so I'm going to do a video and show people what I do. And then I just put a little bit of fruit in there and I have a serving and a half every day. And you get, and if you do the math, if you put, you know, like three scoops of protein in there, you've already got 17 grams from the yogurt and then you're getting another 12 to 13

based upon the breakdown on the division of the map and how many scoops you put in. You're getting like 30 grams of protein that quick and people that always, but people that complain about it's hard. It's not if you get tricky and you, you know, overcome those things. And I'm going to start teaching people how to do it. And when it tastes as good as the way that you have,

it makes it like something I look forward to every morning because I'm not a big breakfast guy, but you want protein in the morning. One of the key things with diet is get a good amount of protein early in the morning. I'm not saying eat a heavy breakfast. I'm not a big proponent of that myself. But that's one of my keys and my secret weapons. And that's how I do it is with the protein powder and the yogurt right in the morning.

And it's light. It's not heavy on your stomach, you know? No, it's, yeah. But we love that as well at home. And I'm like, we're seeing more people doing it, like adding some blueberries on top or whatever you want. like, you know, make it your own little thing. But I think just a scoop in, you know, I've, I've told my mother-in-law is now doing it and so on. And they were like, I can actually make like a nice little like snack on the go with 30 grams of protein.

And it's so easy. I was like, yes, it doesn't have to be that hard. So that's the beauty of a protein powder because I'm a total big believer in real food, like as much as you can. But you know, me too. inside of that is just, you know, it's incredible and it tastes good. So, you know, yeah, I look forward to watching that video. Maybe I'll get some inspiration on upgrading my own. So I look forward to, I use it as like a, as I, we have small kids. So we eat fairly early. But again, trying to have my own protein goals, I tend to want something maybe around.

Not too late, not too late, not too late, be too early, too close to bedtime. But maybe like three or two hours, three hours ahead of bedtime. Anyway, that's my go-to when I'm like also in the mood of something sweet, like, you know, Greek yogurt, protein powder in it, something on. Like, it's the best. And 30 grams of protein right there. Yeah. Well, I do it in my coffee too. And I take my little frother and mix in the protein powder in my coffee in the morning.

And, you know, I've always been like an animal-based kind of protein person. But I switched back to weigh once I started using this because I got so deterred from it because of, you know, I wasn't feeling great on it. And I never, I felt so good since I switched over to this since you brought it into my, my presence. And I'm very thankful for it. Now, I want to bring up something here. So one of the things that I talk about a lot that has really taken over, I'd say the past two or three years more so prevalently amongst everybody, not just bodybuilders. Because when I was in high school, creatine was like the only thing we could take, right?

But it's been marketed or viewed as something for the bros and like the guys in the gym and everything. And I think especially the past two to three years, it's really taken over and people are understanding the multitude of benefits from people from their teens into their 80s. Everybody could be taken. If there's aside from your essentials, your magnesiums which we'll get into,

if there's one supplement that I would say, everybody should be taking unless you have like a severe severe severe maybe possible kidney problem then i'd say okay maybe not is creotine now creatine is like a dime a dozen anymore right i mean it it's everybody's selling it but yours stands out to me for two reasons one the obvious which you've already discussed clean label project right but you also put 400 milligrams of torine which i've never really seen and I've been around the block quite a long time. Um, so we've got clean label project. We've got Torin in here and it's 60 servings in here, which is great because you actually put five grams into each serving, which I've seen quite a few people try to cut corners and get tricky

and only put two or two and a half in there and get sneaky on people, right? Um, and I catch all of that. But aside from the obvious with the clean label, because we don't know what the hell we're getting and a lot of these creatines that are five and ten dollars a jar. There's a reason for that. So we know that you've done the way over the extra mile on that. But why the torrine and what benefit is that going to have? Explain that to people too and why it goes hand in hand so well with creatine. Yeah, I think, yeah.

So since I'm out of Denmark here, I got a, like there's a little bit less I can say on Torin from a regulation perspective. And that's an interesting note because, and even on creatine, like, the Danish food authorities and food supplement authorities are very strict when it comes to marketing. So we're not allowed to market or talk about, and especially not me as a brand owner, about anything about potentially giving and doing XYC for you. We can only kind of base on some facts and then what is approved EFSA claims, which is the European food safety claim.

Anyway, so there's not enough yet on those two. ingredients to talk a lot about this. Anyway, but I could say that what we've seen studies on and what I think is really interesting is like, creatin is really two things that we're seeing like it's flowing towards. It is brain health and it's muscle health generally. That's the two main things we're seeing it. And brain health is the newer new kid on the block, but like as creatin is an energy source and it is really important for like muscles and brain, you're starting to see a lot of promising studies on everything from, also deceased studying from Parkinson's Alzheimer, but also just generally cognitive, you know, clarity. I've, I had recently a concussion

and some of the concussion experts that I had that was talking about was all recommending me a larger dose of creatin as part of my, you know, supplement regimen or improving my concussion. And there's been a lot of studies on concussions as well and creatin. So more and more is going on that. So I'll say that's the main, like the creatine is just, again, you want a clean product, the clean label, as we talked about, based on data when you're consuming five. Some people are consuming even more because some of their brain claims, or claims, that's probably too much for me to say yet here, but some of the brain studies that are showing different things on brain is, it might be an even higher dose, but I'll let the dose nerds and the podcast for that

really talk about that in detail. And the, the Tori, on the other side is also closely related to those two functions of your body, which is interesting. So, you know, the synergy of touring, we are starting to see more and more on brain health as well on Torin, and the same goes for like physical performance. That's probably a little bit more on the endurance side and like the strength that we are seeing in, you know, explosiveness of the kreotin side. But we felt that those two compounds go so well together because they kind of support those two parts of the body of the system. And in the longevity community,

we're starting to see more and more focus on on hitting some touring goals as well. So that's kind of the main reason for adding, you know, like a compound in there as well. And again, so science team would be much more specific on like, you know, this is exactly why we made this dosage and, you know, all of these details. But from an overall, like, consumer perspective,

I think, you know, that's why it makes a lot of sense some justically. Okay, so I've got the website up here, even though I know the products by heart now. So you don't have an overabundance, but you have essentials in here that I would argue are very, very, very important. And I love the fact that you're providing these to people because having that clean label behind them and knowing exactly what you're getting. I want to touch on a couple here.

You touched on the omega-3s already. So I want to talk about magnesium and vitamin D3. Now, I just recently did a podcast with Dr. Barb, Weiger, on magnesium. And we really got into how vital and important magnesium is. And it is, I don't think a lot of people do realize, like, how vital it is to your life. And so I think that by you picking that as one of the products here says a lot about your understanding and grasp and actual care, because a lot of supplement companies, they really don't offer this at all. And then vitamin D3 as well.

And I mentioned to you that I would love to see K2 involved at some point with that because I feel like they go hand in hand. But you're really covering some of the most important aspects of health here. Why pick these, you know, amongst you? Because you could go to try to make more money and pick other bodybuilding options or things of that nature that I'm sure would make you a lot more money. but you didn't do that. Now, why pick these?

I think, I'll come back to that and say, and I'll just address the K2 because I definitely get what you're saying. We have, like, a multivitamin that we do have has a decent dose of K2 in it. So you were like, that was when our science team formally that, they're like, hey, people are taking a multi and they're taking a D. It makes sense with this. I think there could be room for, for, there's customers out there who's not consuming that multi, which then might need the K2 with it.

So I'll circle back to that. But yeah, to come back to kind of what we see is the essential. It's really based on, like, for us, it's really based on macro data. And then the customers would you have. That's how we develop products right now. So macro data, what does that really mean? So when we see, you know, compounds where there is a heavy base of evidence that they have impact, like magnesium.

It's like, you see that from so many different studies, thousands of studies going on on magnesium in the body. and what it does. So for us, that means that's an essential. The second part of it, it's harder to get through diet. So if we did some more research on it, I'm sure that we would see a larger population being fairly deficient, or at least not being optimal in the levels.

Again, highly individual, and you want to individualize as much as possible, but when we make the brands without that, like make the products without that knowledge of consumers, we look at macro data. And we would say, let's say, anonymous is this very broad stroke, view of it, right? So there's definitely independent that can be much more nuanced that I think

the future holds for us anyway. But the broad stroke is, I would say, let's say 75 to 80% of the population would benefit from vitamin D, magnesium and omega-3, creatin probably in their diet, like straight out the bat without me knowing them or what they're doing. Because that's how either hard it is to get through diet, how little they're getting through their lifestyle or, you know, to really make an impact. So, like, the products are really based on that. That's how we start out. Then we do have a few products that go a little bit more specific,

but that's when we say, okay, when we have a product where there's, let's say, protein powder, where there is really a risk of contamination, our customers, every quarter we send out a survey, pretty much, to our customers, and we have thousands of people replying back and they say, like, hey, we're asking them for their pain points, too. So we get an idea of like, what are they trying to, what are they looking at, what are they trying to buy? And when we see those opportunities, we go in and say, can we, can we use, let's say, our strategy and toolbox?

Can we take that over, let's say a protein powder and say, okay, can we make it pure based on data? Is there a need for it? Like, is there a purity, impurity potential issue in that category, right? Can we do this common product uncommonly well and do our customers really want this product? That's kind of like what we're looking at. So that's why we have a fairly narrow, heavy evident-based portfolio of like the core in. If you go around and listen to any kind of longevity health podcasters out there, you know, it's going to be hard to get around, you know, protein in your diet, creatine, magnesium, vitamin D, and omega-3.

I think those are, you know, by far the ones that I would call the most important baseline before you start to play. I think there's room and there should be play. Like, there's certain interesting new ingredients and products like timelines, Eurolith an A, you know, there's a really interesting product there. But it's a different approach. It's more, it's where the brand behind is doing a lot of science on that actual ingredient themselves. That's not our brand.

Like, our brand is doing the common ingredients that we are consuming or not getting enough of in diet uncommonly well. So I think there's definitely room for some of these more nerdy, longevityous substances and optimizations out there. But again, I would always get my baseline intact first and before supplements. And I'll make sure I just tie a loop on this. But before supplements is nutrition that we talked about. Yeah, it has to.

Movement, you know, what type of movement are you doing? Sleep. And then I think supplements comes in handy. And I think there's some real gains to be benefited from. from adding these base essentials. And when you get further down, let's talk about the supermerty audience out there that's looking into it.

It is personalized. Like it's based on your own blood work, your own levels of, you know, minerals or proteins or omega-3 fatty acids in your body because that's definitely something we can measure. It's still a little complicated. It's not like in a real-time picture. But when we are working with a lot of,

I'm not a lot, but we're working with a few different testers out there that are testing patients. And what they're seeing is, you know, low omega-3 index. Yeah, it's low D vitamin. It's low B vitamin. So we also have a B-Litamin. We see a lot of them in low in B-12, you know. But that's what they see on those block panel works.

And, you know, we should, you know, help and get to the future point where we're optimizing our own individual bodies based on that data. Right now, that's not readily available for everyone or cost efficient necessarily, but I sincerely believe like 10 years from now that would be very, very different as well. Yeah, I agree. And a lot of people are, I see it because I, you know, people hire me just to analyze blood panels and fix their lives. And I see I have people run intricate detailed micronutrient panels, test for heavy metals

and things like that. And I always see a common theme. It's low omega-3s, low-D, things that people aren't really aware of and they go buy they go buy multivitamins they don't know what's in it they don't look at the label and they don't really understand they just think they're taking a multivitamin i wanted to point out a couple things you have in yours that are so important that i see people lacking in iodine selenium the copper coline a lot of these you don't commonly see and a lot of like the shitty multivitamins you can buy for 20 bucks at the store and you just think

you're getting everything you need. And a lot of those are like, they'll give you like 800,000 percent of vitamin C that you're just peeing out. And it's pointless. It makes no sense. Like in some of the numbers I see, you have a nice balance that you've put together here.

You're not overloading people on things they don't need with a thousand percent of things. And there's things in there that I don't often see incorporated into most multivitamin. And so I think it's important that, you know, the education is provided on what you actually need. what you're getting in a lot of other ones and the differentiation. And so it's important for us to have these discussions to talk about it and to educate people. So they grasp, why?

What am I taking? People tend to not know what they're taken. They just pick stuff up and buy it. And I'm, you know, I'm trying on my platform to educate people. Think, you know, ask questions, learn about what you're putting in your body. And so you're, I want to point out that your website is very, nice at explaining things and it gets into more broader detail and explains importance why, what, how. We just got to get people to take the time to do it, you know, and educate.

So what goes into that thought process for you on the website, you really do well with your education. You have a newsletter. You do a lot of things. You guys really, you go so far past the norm to educate people. I think, yeah, our marketing and product team are sitting here next to each other, right? So, like, they're actually sitting in, you know, ping ponging back and forth and they're consumers like us, right? So they're into it. They're all health nerds. They're all injure this kind of journey themselves. So I think that goes a long way for them to actually make something. I think there's always with this stuff things we can do more off and do deeper and do better. And our team would say that, oh, we wish we could actually go one step deeper

and do this and so on. But it's also like, when you're still a smaller brand, it's resource allocation is one of the key things, right? To really, like, product quality is the number one thing we do here. And we joke about here that our supply team and so on, they're the most expensive team on earth because the raw ingredients that sourcing are so goddamn, you know, pricey because they're high quality often. So that's where you spend our money. And then it trickle down to how can we educate elsewhere.

And I want to say that one of the other benefits that we're definitely seeing is like working with people who educates. living, like yourself, like the Dr. Lyon, like the different ambassadors out there that we're working with that really is good at communicating a message and explaining and as like a deep route with their audience. And that's what we're trying to do more of as well because they will help understand and unfold the brand, how they're using it and how they can be applied. But that's, that's really a key part of it, I think. And I think it's incredibly important to be surrounded with very trusted and people that we really know and like who cares about it.

And I think the passion and care that we've seen from the people we work with is extraordinary. And, you know, honestly, I also feel very luckily and blessed to be part of something like that. Because like, really, it's a group of people who want to make, you know, they want to make themselves healthier and better, but they also want to help other people's, like, on that journey as well. So, yeah, it's, I think the preventive health movement journey is just, such a rewarding part to be on, even though it can be hard to, you know, explain as equally, like, if you do this, you will get a better outcome on that, but I still think it's just such a rewarding their path to be part of. And I, I believe we're just getting started. We still

have a health crisis. Oh, yeah. In the Western world. So, well, you know, for me, and it's not that I think I'm something special at all. I'm just very picky and particular and very careful about who I'll associate myself with. I learned some hard lessons early on about taking money and doing this and also having bait and switches done to me and being put in bad situations. And I have become so selective because my audience trusts me and I want them to and I want them to know when they come to me. I'm not just pushing everything. You see people with 5,000 on discount codes. I've talked to you about this and I don't do that. And I'm, I could and it'd be very easy and I won't. I just won't because I, of course, we all have to make money like I said,

but I'm only going to do it with the right people. And that's why, you know, I can tell people and I've put this out there that I've, you know, partnered with you guys now after an, I mean, a long time, you know. And that was something for us both to be comfortable with. But I have such supreme belief and confidence in what you do. And I can gladly put my name behind it as somebody that uses it every day, believes in it knows that I'm educating and helping people to take things that I trust and that I believe in and I really know are going to be beneficial for them. So I guess my point here is that

you're very appreciated. You're not like a lot of CEOs and owners that are real jerks and think they're better than anybody or they're hard to get to or explain or they get defensive or you know, you don't do any of that. And that's one of the things that drew me to you. Your team is incredible, they're like family to me so quick. And the way that you treat people and your whole team, it's a group thing. And I just, I want to express my gratitude for what you've been providing and what I know you're going to continue to do. And I'm going to help you do it, you know, and I'm proud to be able to do that. I truly appreciate that. That's a, it's big words. And it means a lot. And it also makes us, we're just getting started. I'd like, we're building, you know,

we're building it's right. We have a sincere dream and belief that we will play a pivotal role of getting mandatory lab testing on the products that are high risk of contamination, such as protein powders, you know, part of what will protect European and American consumers in the long run, because you should not, and I'll say that you should not be able to walk into a fancy store and buy an expensive organic protein powder or regular protein powder and get twice or four times the amount of lead that you're allowed to have in California in Proposition 65. It does not make any sense.

And I think we need to, when we have issues like that, we need to address them. And we're not perfect in any way, but we're trying to lead the path by showing how we're doing it with the transparency project. And we sincerely believe what we've seen in baby food can come to protein powder. and then other products in our category as well.

And, you know, that's the goal. And, you know, when we were younger and we were going for this, I was in three to four years, you know, we'll all be doing this and every brand around the world. You know, I've found out that things take a little longer time to get out there and really get hope. But we are here now on year 617-ish, right? And we're going to be here in many years from now

and we're going to push the same. And, you know, hopefully maybe five, 10 years from now, you know, we'll see this type of regulation that will protect consumers in U.S. and Europe and all around the world. So we are the frontrunners. We should do us as good as we can. And again, yeah, we will make mistakes, but we'll learn and we'll adapt. And any feedback that we get from people like you, our customers and everything, it's like it's so appreciated. Absolutely, man. Well, it's been a pleasure as always. I always love talking to you. And we always talk for a long time and it goes by really fast every time. And so, you know, I, I appreciate that.

I know we both had to kind of do things different. You late, me early, but it's well worth it to me to be able to do this. And I'll always make that time for you however I can. Let's tell people, I'm going to tell people, you can use my discount, Dylan, on the website at Peary and you can get 20% off and you can combine it with your subscription and get like 35% off. And so take advantage of that. I link it in all my descriptions, but that's a very good way to get started and get these products in your hands.

Oliver, tell people where they can follow you online and kind of check you out. Yeah, so I think these ways go through Pure Life Instagram account and then they can find me, Oliver, Andrew. It's hard to spell Andrew. I'm not going to even try here in Danish and what does it sound like when you're saying

in Danish word like that. But Oliver Andrew on Instagram, you can find me there as well. I'll say much of what I do is really around health longevity, my personal journey and the journey with this amazing team that I'm fortunate enough to be part of growing with every day. So, yeah, we are on journey. You can see behind the scenes on the Puri Life account as well.

And then I think that's probably the best place. And then sign up for our newsletter. We don't send a lot of newsletters out. So when we send it, it's really something that's curated for you. And yeah, and check us out. Go to Dylan's landing page, right? It's period.com slash Dylan, right? And you can, yeah, you can get to learn more.

And again, it's just going to be the beginning. So, you know, make sure you shoot us some questions. So we are up for the next round. Absolutely. And I am really proud to be a part of this with you and to help you grow. And I'm thankful for it. And I just want people to know that there are some really good people out there that are trying to do some really good things.

You just have to be careful, but when you find them, you stick with them. And that's why I pick Fury, and that's why I've got Oliver here. So, all right, everybody. That wraps up another one. I hope that everybody enjoyed this and that you learned a lot from it. And I really hope this helps you get started or, you know, make changes to the journeys that you're on. So that being said, stay tuned for plenty more to come. Dylan Jameli and Oliver Amdrup, signing off.