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

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.

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.

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

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

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.