How I Raised Funding for my Food Tech Startup with Larissa Russell, CEO of Pod Foods
The news this is the new school with your host Christine Hot and welcome to a new school where we talk about career paths. You don't normally get to hear about in the classroom every episode. I talked to someone with an interesting life path and learn about how they got to where they are today. My guest today is liber so Russell. Now I love and support all the killer. Lazio's out there but Larissa's especially amazing talk to you because she is such a cool attitude about entrepreneurship and life and staying sane when starting your own business at twenty three. She Co founded a healthy Vegan. Cookie company called Greenlee P cookies but even though customers on the cookies they couldn't get them on major gershon shells because of really high food distributor costs. That's when she and her co founder decided to shut down to cookie company and start pod foods the only food distributor design. I started emerging food brands. Now this company so cool. They're basically trying to modernize a food distribution system which hasn't changed since nineteen forties. Her Company has recently raised three million in seed funding and she and her co founder funeral. Lee were just named on Forbes thirty under thirty first of all. I haven't seen you since flake we met. Maybe Marshall Audition and San Francisco. Yeah I just think it's looks so fine our valley intact not going to have seen you and my news feed a lot like versi starting a business. Oh yeah now I can talk to you because you're a yeah 'cause they remember you got some people from acting class to like D. And you're like Commercial they're explainer video rentals like. She owns her own business. Some bad as yeah. Yeah that was fun. Got a whole bunch of people together and we went into this grocery store and I gave him proof buddy a character and they just stick it to the next level so like have you always been interested in business. No way I mean. What does that even mean? Everything's kind of business. You want it to be for us for me in particular. I wanted to of those very entrepreneurial and I wanted to do my own thing and create something but it wasn't necessarily like I need to start a business. It just evolved into that and so we started with this cookie company which of course that was a business but in a lot of ways it was just a creative outlet in the beginning and then me learn so much about the food industry that made sense to change companies. And do what we're doing now. Okay can you explain a little more about the the cookie company that started for you? Yes I was working at a startup in San Francisco was about a thirty person company in two thousand fourteen right after I graduated from school and I was a data analyst in college no I studied government and economics. I learned the data stuff on the job and just learning what it was like to work in a startup company. What were the different functions and roles because then I graduated? I didn't want to do anymore. I thought I had wanted to go. Be a diplomat and be in the government and all these things which is still interesting to me this different path so it wouldn't do not pursue that first sir. How did you end up as data? Well I didn't want to just start upon this forty year career when I wasn't totally sure and so a lot of the government organizations at least to me I perceived them as a huge long path and I didn't really want to take those steps. I I wanted to invest in learning more about what I liked him so I started looking into to small companies and then most of the start ups are in the bay area. So I'm out for my first job and it was fun. I learned a lot for sure but I didn't really. I wasn't passionate about what the company was doing and a friend of mine who worked in the company also wanted to start this cookie company and he connected me with my current co-founder Fiona and the three of US started the cookie company together. I jumped on the opportunity because they needed an American. They're both from Singapore was it. Were you really interesting cookies or of our business or you just really like the CO founder. Well the cookies were divine. They were green pea. Cookies is based on the Singaporean recipe for Chinese New Year. I stop and try though any left there and my mom's freezer a about four years ago. But basically yeah. They were made out of peas and they were crunchy and divine. But but I really liked about it was all the storytelling that we could do. Because we had different flavors of our cookies and they all had different names and different peas analogy so we just had a lot of people and then it turned out that I wrote blogs in children's books and advice column from Grandma Pearl. The wise old earl grey green peak cookie cartoon. Ps So it was more I mean I look back on it now and I'm thinking what we're doing because it was a cookie company not like an avenue for me to share my thoughts. But that's what I liked about it when we got started and it was Super Fun. So you like this cookie. That'd be fun like make little cartoons and stories for and your friends said. Hey do you wanna work with us on the business? You're like yes. Or what do you do next? What did we do next? I kept my job first of all smart and we just started making the cookies in my apartment by hand the mission district of San Francisco and viewed grind up these roasted peas which ordered online. Because they had to be roasted in a specific way and then we made a very simple recipe five ingredients and we hand rule them and then we went out to Dolores Park and we walked around giving people cookies and asking them what they thought and we had this little survey APP and we said Oh here. Give your feedback on this APP. And then they would say oh. It's too salty gets to sugary. Whatever and they would write their email address. And that's how we got our initial base of people which we used to launch on kickstarter. They feel weird that a stranger scaring giving them free. Cookies are long yes. They felt weird and they thought that our cookies had something in them. Because we were in Dolores Park and they were little and green. Oh Okay we said no. Just happiness and peas. That was it and they're free to. I'm sure there's just say home starting a cookie company. If you'd like a free sample the words still come out of my mouth like autopilot. Why did you cookies so much? Just because they were so different from what's usually in America. It was definitely unusual. Were on the rise. They'll kind of are in the industry I guess but they just tasted really good and we made them Vegan and we wanted to create a positive message around better for you or simple products Instead of the five ingredients Harry and a lot of the messaging in these missile at the time just felt very exclusive or something like that we wanted it to be more inclusive and at the and this is the fun product and you don't have to be rigid in your lifestyle to enjoy something better for you so yesterday. Getting straight for your cooking from your kitchen. You're selling little shops sell them. So when did you decide you had to get to the next level when you open the kickstarter stuff? My co-founder Fiona flew in from Singapore. And she came and lived in my apartment until I kicked her out which ended a log. No He's gotten better at it since then but yeah she came and she lived with me and we decided that we were going to start are pretty much right away. And so all of the making cookies and going to the park was in preparation for the kickstarter campaign. Okay and then we went on take starter and then it kick started us that not because we had I mean we did really well On kickstarter from a marketing standpoint. You got all these people really excited about our cookies. But then we had to actually fulfill and we had no idea what we're GONNA do because we exceeded our goal and we didn't. We couldn't handle that many cookies on order so we had to go out and find a co packer and somebody who had that means. Somebody would make the cookies for us. And then we essentially just by resource cookies and pack them all so we did that. We ordered in all of this packaging to my parents house back in Philadelphia because it wasn't going to fit in my apartment and then how many cookies. Oh something like fifty thousand on my God. There's a lot for us at the time for a San Francisco apartment. Yeah so and then that was in the US and then they also did it in Singapore so my job during this time to know. She had just graduated from school and she went. Back and she did the Singapore kickstarter fulfillment. My family all helped me and my neighbors for about four days. Straight just packing kickstarter orders. Because I was going to India for my friend's wedding and I needed to get it done in a certain period of time. Yeah and so we just stayed up all night for many nights and we fulfilled the kickstarter campaign and turns out our packaging. Didn't work and all the cookies had gotten crushed in the mail. So essentially we just mail crumbs to everybody. Who ORDERED FROM US on kickstarter. Did they complain? Yeah but then we learned about PR and you know the importance of good service. And then it ended up that they were dumping the crumbs on their ice cream and in their oatmeal and stuff because they thought it was so good. Oh actually they weren't mad. Okay very supportive okay. And so is. I'm more forgiving community. You think well yes because kickstarter or you're just starting out ideas usually people don't they realized you're not some giant corporation. That's just trying to take advantage or something so we did that. And then afterwards we decided we needed to shape up when it came to production and so we went on. We figured out packaging to sell. The cookies wouldn't break. We found a place to produce our own cookies commercial kitchen instead of having to work with third party. You just Google this suffer. How do you figure it out googling but mostly asking meeting people who have been in the industry? How do you do this or you make your cookies things like that? So you're meeting other Hukou vendors. Yes other cookie vendors or just food producers and then you end up learning a lot based on what other people are doing and then it may or may not make sense for you. We wanted to do a CO packer for a long time. But they have really high minimums like this lady with fifty thousand. That was low for her production. And so but it wasn't going to be maybe wasn't gonNA make sense for us until we really ramped up. Yeah I can't quite visualize what co packer is like. The she ever on manufacturing food factory and yet can make whatever you want based on ingredients and recipe. You give her pretty much okay and then she can package it however you want to. Yes okay so you just send her design. Gotcha Okay Right. But then you have to make sure that everything's working well and the business was hard food like being. A food manufacturer in general is very hard because expires expires and your slaving away late at night in the kitchen. We did that. Yeah so many nights up trying to fulfill orders or maximize our kitchen time. 'cause you're paying and and then you go to the farmer's market and somebody walks by and they try the cookie and chewing it in your face and it's pretty good you know and you're behind things thing you better like it. Were you selling it at farmer's markets every week yeah. We did a lot of that okay. We're also saw what we sold to tech companies in bulk. Oh that's so smart for their free snacks. Yes yeah that's really smart. Actually yeah and then after that we wanted to get into retail because on our online store everybody was saying. Where can I buy these without having to pay for shipping? I want to get them at the store. The store so we went out and we tried to. Hustle are cookies into the stores and we met we met with a lot of pushback and then even when we went into the stores. It was a pain driving around the city for twenty dollars at a time to follow up on orders and keep the product on a shelf. Kes- Does you would just walk stores and be like. Hey can you buy my like Salman Cookie and tried to convince some process to walk in the store and save by my cookies. And then sometimes they'd say yes and eventually they would say yes and then they would be buying it directly from us because we didn't have a distributor yes. Local stores are like chain stores. Local to start okay. Chains typically would wanNA work with a distributor but it varies because distributors. The middlemen buy and sell a product. They can't work with a lot of the brands. That consumers are looking for so chain. Stores will work with you directly. But it's a longer process zone near I. Starting we would go just directly into the independence and say can you order these directly from me and then if you think about it. A grocery store has tend to fifty thousand individual skews products in it and they can be ordering that from ten to fifty thousand different individual sprints. Yeah because I was also wondering how could they trust you because you weren't a big name yet so how they know you would fill the orders or like the cookies are safe or or the FDA approved? I've I don't know the process. Yeah there's some paperwork sometimes about the insurance and things like that you have to have insurance. You have to be producing in a commercial kitchen but as for being able to produce. That's a risk that comes with working with smaller manufacturers. Your facility might just burn down or maybe you run out of money or there are so many different things for these small businesses that are wildcards but people will take the risk anyway because that's where the trend is all the consumers. Want okay. Well not all you know no. It's like driving the business. People get what they capitalism. Okay so you are trying to hit these stories in the cellular cookies and you said it was very frustrating. Yes because the conversation would always pretty much go. The same way where they wanted us to with a distributor because that consolidates their process And then they can receive everything in one order everything in one and it actually. It would have been good for us because we could just sell the stuff. But then we started looking into distribution and we weren't satisfied with any of the options that existed in a long term for us to grow the business in particular the national distribution system is pretty consolidated. So there are two players that are really running it for natural food and we didn't. WanNa work with them because it wasn't a very transparent process that we had heard of and we felt that it just wasn't optimized for emerging brands or brands. Want to grow fast or even a locally so we wanted to grow and be local regional and national and the path to get. There was not appealing to us. Okay so we decided that it was time to create a change because we weren't alone at all we learn about distribution from all of these other manufacturers who had gone before in. What did you not like besides a lack of transparency? Well if you're not careful. The lack of transparency can really put you out of business as a small manufacturer because you're met with a lot of unauthorized deductions or other deductions on your payments. And then there are also mandatory marketing fees and promotions and lots of things that as a small manufacturer. You wouldn't understand going into it so you don't necessarily know what to look out for you. Can't what percentage of your revenue? Am taking at the end. Oh that's a hard question. I mean they take a margin markup so they'll buy your product and then depending on where they're selling it they could mark it up anywhere from eight to thirty five percent or so but that is covering logistics costs and then beyond that you have a lot of other expenses setup fees and promotions and things like that water these figures even right. They're more like fixed expenses that you can't necessarily get around and you don't know how to accommodate those in your product price. And by the time you figure out how to do that. Your product is so expensive on the shelf. Then the consumer can't afford it. No this happens. I want to buy organic food items. And then I'm like this is like thirty dollars for bread. Economics drives consumers. Yeah so you're fresh air the manufacturers and he didn't WANNA go the top. So what did you think to do next the distributors? And it's not even just that we didn't want to go with them they wouldn't have paid attention to. Us talking to one of them for their early stage brands program. So I guess you know we could. There was a path forward but in general distributors prefer to work with brands. That are a bit more established because they're taking a risk bringing on a brand when they're buying and selling that product it's one of the reasons why the business model is pretty much misaligned when it comes to incentives in the changing grocery landscape because they are profiting from high volume only and now the industry is moving towards lower volumes. Really People WanNa have friends. That are smaller emerging brands. Small to mid sized brands are driving. Seventy eight percent of the growth in the industry awesome. Yeah and so. There's this huge shift because these brands tend to represent cleaner labels and better for you. Products or food drives whatever and they're more nimble and responsive to the changes but when it comes to distribution the they can't necessarily drive all of the Prophet that the distributors are looking for as a one off brands. What advantage is when did you Decided to quit the cookie business and pivot that transition happen. Well it's two thousand. Seventeen and my co-founder Fiona and I. We were trying to make a decision about whether to go. Forward and pursue distribution or not and at the same time we had met unshackled unshackled ventures and we had been having a lot of conversations with them that we're learning a lot from and ultimately we decided that there was a much bigger opportunity to pursue in changing distribution. So I know it seems like a big change from cookie company to software business but it wasn't all that bad because we knew exactly what we wanted to build me went and we talked to all of these manufacturers. We made a documentary film. Internally Ages just interviews. We would wake up at six. Am to call buyers for few weeks because buyers are usually around in the mornings and so we would call and say. Oh student at Berkeley. I would just doing some research and trying to learn about their main challenges and feel the need to hide Well buyers her. It was just one of our strategies. Buyers are really busy and so sometimes we would call and say mookie company. How do I get in your store? And we tried different ways of asking and then they would respond to the best of their ability about what they spent the most time on and what was challenging for them and it became apparent to us that there was just no distributor for emerging brands. There was just no solution. So we thought well if we're GONNA replace distribution or create a distribution solution for this new category of emerging. Then we need to have an end to end system so that includes everything from discovery through the actual receiving the reorder Which means logistics so initially. When we started the company we did all his research and we knew what we were going to do. And then we said okay. Let's do it so we went and we put together a very quick version online store browns and we talked to a whole bunch of manufacturers that we had known for cookie days right and said that we were collaborating with a few other vendors to try something new that did they want to be involved and they did so the joined us and we posted their products online with all of the different specifications that we thought a grocery buyer would be looking for and then we went and we took that initial catalogue of brands to stores and we said. Oh look at all these things you can buy from US. And then they did and then after that we just started to grow and a lot of the processes that we were doing manually because we we hadn't built anything yet everything that we were doing manually. We started to record and Organiz entities workflows. Them we later built into the software. Gotcha other sons really hard just like so much work. When did you quit your job to your day job because you had a balance that beginning? Oh I quit the day job pretty early on in the cookie company. You're making money by them. No I just quit. Sat tutoring and acting stuff. And I supported myself in other ways and so yeah. That was really hard. I mean it was scary more just hard. I felt like I was gonNA always be okay. You get a job again later. You Yeah but suffering is glorified hear these stories and everyone says a high lived in my garage terrible. I mean your friends are out there pursuing awesome careers and living their lives and seeing each other and visiting places. And you're not but it's all a trade off because even though it was hard I never really thought. Oh I'm not GonNa do this and I would much rather be doing that other thing. When the to the size you it's time to talk to investors Do you need it to survive? So there is that. But somehow he'd been making it work but then we also need to invest in the actual business to grow and so we were in this cycle where we could just maintain what we were doing but if we wanted to get it to the next level whether that meant entering distribution or investing in online marketing or whatever we were going to need to start to grow and so we are raising money for that. How does how do you raise money? Figure it out. Oh no well. Unshackled is unique because at the time they would read every single application that came through their cold four and so we got in touch with them through their online form and Funen I made it video introducing ourselves which was funny and so then we started talking to them and then ultimately later on like about six months later. They invested in pod foods not in the cookie company and they helped us with semi initial introductions but fundraising is all about creating a strong network of people and at the same time growing your actual business so luckily view in an IRA good do. Oh you can't just focus on fundraising because then you're not actually growing any right so you really only want to fundraise. When it's the last I mean you're always kind of fundraising but you really want to focus on it. When it's the last hurdle to actually growing so I started to focus more on the fundraising side while Fiona would be working with the team building our product and so in that way we balance each other out for a long time still do okay so how did fundraising work on your and I know you applied and then what else is there and the process with unshackled different. We applied we had some meetings and we were just talking to each other for a long time. And then when we eventually had pod foods invested a small some and that's how we got started with them since then they've been following on but other investment we. We raised some other money from angel investors early on. And it's just about meeting people. I guess there's really no one way that it happened. And if somebody invests then maybe they're inclined to make another introduction or something like that. How much money did you for the priests eat like? Did you know exactly? How much do you want to raise for the precede less? So because there's a lot of discovery need figure out what you're building and then go build it and learn and test a lot of things and so it's really about buying time that point versus later on when you can get the money and then say okay. I'M GONNA spend this amount of money and I know that this amount will come back like if you're spending online ads or something you know how to measure those results but for precede you just need time to figure it out. Yeah was that a tricky. I Dunno doing like feel it felt like we had. We were horses with blinders on. Because now you're asking me and looking back on it. I agree with you. Like what were we doing? How did this happen but at the time it just seemed there was only one logical. Step forward each time and so and it was always just to keep going and it never really goes the way you want it to go but it's going so it's forward momentum always something new and with the precede reclosed some amount and we learned about the whole legal process and the money that we got was enough to hire a few key people. Okay so what? Were your first hires. We also when you say legal reply back well actually. We priced the company for our precede. So when you raise money could either. Just get a template offline basically and say here sign this document and then give me the money a shark template. Okay Yeah. Let's say for a convertible note or something. We didn't do that at that time. We actually priced company with lawyers. And so that means that you are setting the value of the company at that point in time and you're selling actual equity only how to even find those lawyers trust so hard yeah we through referrals from our investors okay and then learn about all of that process when the stakes were lower because precede around and then that was that our first hire was Khloe. Yes khloe came on to do something totally different than what she's doing now and she was just helping bring on brands. At the time. How many brands you happen to time? Maybe about one hundred is. That's a Lotta relationships. Yes khloe it was doing a lot of that and then we would go out and sell the products into stores. There is just I feel like such a self starter really hard things sounds very should i? Did you have any doubts on the way you're like? What am I doing and like twenty for like? I've never done this before. Why should anyone take me seriously? Like did you ever want to give up I never wanted to give up but yes it was definitely terrible sometimes especially on the fundraising side. It's a nasty world out there and you know it's hard for everybody but definitely being a first time founder. When Donna and I previously only had a cookie company now trying to take on the grocery supply chain and build a tech solution and so we were met with a lot of doubt which that happens to everybody because venture capitals always risky endeavor so I won't compare are experienced anyone else's but it was definitely difficult and you take it to heart. I mean everything that you're doing is your life. There's not it's not your job in your life it's the whole thing and so I look at it differently. Now I view it as a very indulgent practice to be an entrepreneur because you learn so much about yourself and you have this huge opportunity to grow all the time because a lot of times everything is really hard and so funding was really hard and building. The company with very little resources was hard also but it was more about how it would affect the way we viewed ourselves and then until we could really prove to ourselves that we were doing something that we believed in not only. Was it. This vision that we had that we could actually execute on it until we can start to prove that then. It takes a lot to be able to stay grounded with not only the lack of extra validation but a lot of external degradation. Almost you know people are coming at you saying no no knows. It's never gonNA work all the time in so many words or you're not good enough to do this or loved the idea and not sure about the founders and things like that they can really get to you so you just need to learn to validate yourself having six summer time so I mean obviously secure twenty four seven. Why do you? Why did you like the P. Cookie so much? Why do you care distribution rows of the P. Cookies? I don't know why I liked them so much. It just was energizing to me and I have always at least in my short adult life tried to follow what excites me. Even if they don't know why. Just what's intriguing? What's exciting so that's what the cookies were for me. Pod foods is also that way but I can see more rationally. Why really care about this because the industry is going through this shift and it said all parts of it? It's not just packaged food. That's just our little piece but there are so many tens or more brands of thousands of brands out there creating products that consumers actually want and consumer demand is in this direction of something. That's better for the planet better for health. It's awesome everybody wants to vendor up. Yeah but then they're the system is set up for a totally different era of consumer preference World War. Two era packaged convenience ridiculous. And so that made sense then. We just need to ship spam everywhere. But now it doesn't make sense for the new era of consumer preferences and we have the infrastructure needed to meet that. Meet those preferences. It's just that we need to apply existing technologies to the industry beginning what you want to build it and how to fix the problem or what did you take it. And we knew that it was going to have to be an end to end distribution solution. So that means that the grocery store needed to able to order online or with US however they want and they need to order and the need to receive so and they needed to order from a variety of different brands. So when we started we tested the idea just making an online store catalog. Just very easy to do. Anybody can make online store and then when the grocery store would order a whole bunch of products then we had to figure out what happened downstream so that they could receive everything in one. It's very complex. Because brands have a whole variety of production schedules shelf-life how the product is stored. How it needs to be transported. I mean there are all of these different nuances on the brand side but then also on the store side and so we started to figure all of these things out and then as we grew we built more and more of our product so promotions and recommendations features and a lot that we can do with the information. We're collecting about what's trending where things like that. What were your other hires? And how big is your to know now team Miss. Twenty people and that's across all functions really but mostly sales operations and engineering and before we hired another salesperson because chloe had moved into operations role so we hired actually to more sales people pretty soon after that they're selling to the grocery store or they're pitching grocery store or to the food brands or both. We had one of each at the time of how the. How old are you twenty? Seven twenty-seven feel like managing all these people and have their like lately happens in your hands on my own. No well it feels great. There's just so much trust on our team and positive vibes so we bring on really great people and then they manage themselves in a way. We're all kind of managing something in the company. Driving that thing forward so our company culture is the most important thing to us and we work in a very specific communicative and trusting way light hearted way but that's also very intense. So are Y'all base in San Francisco. No WE'VE GOT CHICAGO SAN FRANCISCO VIETNAM. A couple people here in La and also like twenty five seventy S. Something like that once. You like favorite enemy question now. Oh I don't have an answer for that. I guess often we will ask somebody to explain something that they understand. Really well and you can learn a lot about someone by the way the explain something to you because we're too young female founders. We're too young. Female founders and people need to be able to accept that when joining the company that we are the founders of this company Was An issue when you'RE RAISING MONEY TO I. I'm sure it was. I mean we never. Yeah I'm I'm sure that it was but I tried not to read into what was going on because it would only harm me and the company in the end for me to advance the company forward. It's not productive to become a victim or even to focus on it even if it's true only way to even fight back or whatever is to go and succeed and so you're not GonNa do that by focusing on how unfair it is. What do you see next for yourself? Well we're expanding now so we disclosed our seed round pretty recently in the spring. Yes thanks and so. We can use that to actually invest in the company for a long time. You're just hanging on in a way. What can what little incremental can we do right but now we know how to spend the money in a way that can grow the business so we expanded the team and we're growing out of Chicago in the bay area and then this year. We're also GONNA luncheon a couple of new regions white Chicago neck so there's a huge opportunity in Chicago because people are out there wanting the same better for you. Clean label farmers market local or regional growing brands but the access even less manages on the coast. Starting because if you go to if you're in San Francisco or la people will pay the premiums for those products and stores right. People are willing to spend more in California for a help your product right and it's not necessarily the same in the middle of the country men that doesn't mean they don't want it right so the competitive landscape is a bit different for us. They're huge opportunity. Also logistically was part of the decision because Chicago is a hub for logistics for the whole United States. Says yes that's a good place for us to have a central location biggest mistake? You've made also years mistake. I mean so many mistakes but it always leads to something so if you learn from it's good yeah right and usually the mistake or things that I could have lived without comeback to not trusting your instinct or your or your intuition. Whatever would eating is the smartest you've done for your just going with it. You know I think the smartest thing are the best thing that I've done for myself is not wasting any time just deciding. Okay well I wanNA live my life and it's GonNa be wild and great and we'll see what happens and so lucky that I've been able to just go start pursuing it from the beginning Do you have any advice for someone who wants to start their own business and of the three Industry Whoa I would say I need to figure out what the need is and your your small piece or big piece. Whatever and and have that vision of the future and then come back to the now and look at your small piece and is there a fit for this little seed that will then grow cooks for basically yeah. I think that a lot of people really want to do a business or start their own thing. But I think it's important to actually focus on the thing itself the problem you're solving right instead of the beanbag chairs or like the lifestyle is overrated. Really I mean it can pay off but you don't WanNa be sitting around in a beanbag chair do physical office yes we have an office in Chicago. Sf and which one thought I do. We have one beanbag chair. We got it as a joke. Yes sometimes legit beanbag chair in our private actor giving thirty seconds promote yourself. Anything you want. Oh sure well if you have a food brand. And you're looking out for a better distribution should check out pod. Foods DOT CO pod. Food Co. And you can sign up online and somebody will be in touch because then you can get better distribution in Chicago Bay area and more regions to come if you're a grocery store owner. I doubt you're listening to this podcast. But you're more than welcome to sign up online as well. What about consumers anything they can do? Support you guys. Yeah this you go by all of the awesome brands in stores and let us know if there's anything in particular that you wish to see in a certain store feedback on your website. No good all right guys. That was my interview with the incredibly humble and down to Earth Larussa Russell. I hope you learned a lot. And you enjoy the show. Please support us by subscribing to just show rating us. And if you're feeling particularly generous leave a review if any comments or questions for me or any guests. Please reach out on the new school. Podcasts DOT COM HAVE AGREE GUYS. Try something new today.