People have been oversold, over-branded, overhyped, over-promised. And they basically trust a small local operator more than they trust the big corporate entity.

Large corporate entities are more untrusted than trusted. And they've earned that by the way they've done things.

When companies start out, they figure out a better way to do something, and they're very relevant.

What is clear is that consumers know a calorie isn't a calorie. There are good fats and bad fats and good proteins and bad ones.

I often think of myself as the discoverer-in-chief.

Food is not simply nutritional cocaine that I'm injecting in my body. It is about a relationship I have with myself, how I see myself, what I want from myself.

If you can do something to get somebody excited - not everybody - but if you can be the best for somebody, then you can win.