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.

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

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

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.

Behind discovery is delivery.

People really do want simpler, cleaner food, but this isn't about marketing, it's about delivering.

I would suggest that gluten tends to be tied to carbs. And I try to balance my carbs and my proteins and my fats.