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One of the number one things people do,

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especially inspired how we
just pour chili on burgers.

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People just started kind of tagging
us and in and out and Whataburger and

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McDonald’s or Wendy’s we’re like, Hey,

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let’s just get this a contest for
people and get the winner 10,000.

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Well, hello and welcome to another edition
of the E-Commerce Evolution podcast.

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I’m your host, Brett
Curry, CEO of OMG Commerce,

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and today we are going to unpack
a phenomenal success story,

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a top 1% Shopify store,
one of the coolest brands,

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one of the tastiest
brands you’ll encounter.

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We’re going to be looking at
the remarkable success of Fresh

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Chili Company.

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I’ve got Chris Lang on the
show today of Fresh Chili

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Company.

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He also is involved in email marketing
and helps run an organic social agency.

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And we met through Ezra Firestone’s Blue
Ribbon Mastermind and just overall a

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really cool and really smart dude.
And so with that, welcome to the show,

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Chris Lang. And how’s it going man?

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Good man. Yeah, thank you for having me.

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Actually drove up to the mountains today.

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We’re going to go get on a lake and
some paddleboards in a little bit after

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this. Amazing. I had my son.

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What lake? And tell the folks where
you are so everyone can be jealous.

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Yeah, it’s New Mexico is
where we’re at. So Hatch,

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New Mexico is the chili capital of the
world and just think Napa is the wine.

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And so we live in Las Cruces. So
you travel through the desert,

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you travel through White Sands,

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and then you end up in
these mountains and Ruidoso.

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And the name of the lake is Grindstone
Lake and it’s just a good place.

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The paddleboard fish kind
of enjoy the cooler weather.

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It’s already creeped up in the nineties,
so it’s in the seventies right now.

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So we’re just going to try to
take advantage of that today.

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Go enjoy some cool weather. Yeah,

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my stepbrother actually just
vacationed in New Mexico.

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It’s like the second or third year
is done and he said it’s phenomenal.

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We live in Missouri and so I’ll have
to get out there and check it out.

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Now I am a huge hot Sauce fan, chili fan,

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spicy fan.

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Not like the so spicy that you have to
wear gloves or that you pass out or faint

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as a hotness or anything like that,
but I love a little kick. Right.

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So what makes Hatch New Mexico
the chili capital of the

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world? Why is that?

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Yes, I mean that’s a great question.

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So what I love to tell people
is that New Mexico is the untold

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story of America history.
Growing up in America,

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you have a very much a
east coast education level

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of America,

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and a lot of it’s actually here
in New Mexico you had kind of

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the Spanish missionaries
coming up through Mexico and to

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New Mexico. And so the oldest
wine region is in America,

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is.

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There in New Mexico. What
part of New Mexico is that?

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Yeah, so actually the southern
part of New Mexico in 1629.

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Interesting.
The Spanish fry is planted,

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the first grape and the name of
that grape is called Mission.

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So that’s the name of the grape
and it’s just been a fertile

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hotbed for agriculture.

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And so everything from grapes to Lechuga,

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that’s lettuce and Spanish pecans,

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chili cotton.

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So it’s actually the
number one producer of cons

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in the world, our area.

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It’s also the number one or
one of the top two to three

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producer of onions in America.

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It actually produces more onions
than chili actually. And so

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when you think of kind the Mexican
plate and fajitas, you got onions,

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you got peppers, you kind of got it all.

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I mean obviously the oldest cattle drive
existed through New Mexico as well.

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So kind of just a really
great history. History.

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And the Rio Grande that flows
from Texas up into Colorado

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is really kind of the base line
for agriculture in a lot of ways

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throughout history. And so all the
farmlands kind of hug up against the

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riverbed. And the Chile

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was kind of grown by
native Peblo early on and

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then it was adopted by
other kind of farmers.

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And the farmer that we work with now,

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his family’s been doing
it for six generations.

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They came from Italy and into
the area and six generation is

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strong. And it’s just something that,

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I’ll tell you what it
is, it’s addicting. Okay.

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I’m just going to be totally honest
with you. Okay. What is the secret?

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There is something about it that
it’s almost like the crack cocaine,

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and I’m not even joking.

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It’s one of those things that
the official smell of New Mexico

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is the smell of roasted green
chili. That is the official smell.

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I think we’re the only state in America
to have an official smell because it’s

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intoxicating that cap. And

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then the flavor of it
is that you kind of have

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this kind of thick,

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meaty chili pod and then the flavor of it,

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especially when it’s flame roasted,

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it’s like nothing that
anyone has experienced.

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And so the way that Italians
kind of brought tomatoes into a

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Western cuisine,

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I really feel like that’s where we’re at
with American cuisine over the next 20,

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30 years as Hispanics are the number one.

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And I think American taste palettes
are getting a little spicier.

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That’s where they want the flavor.

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And so it actually is
closer to, it’s a fruit,

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it’s closer to a tomato
than most people realize,

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but it’s just think of it as
a more flavorful, spicier.

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Type of tomato. Man.
Sounds absolutely magical.

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I can’t wait to visit some of those
places and see the farm in person.

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But leading up to this,

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of course you hooked me up
and got to order some product.

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From.

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Fresh Chili Company and I’ve been cooking
on a Blackstone for quite some time

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now. Love to cook. Yes, and love
making different types of burritos.

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I love a Cali, be a
California style burrito.

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And so with the fresh tortillas that
you cook on the griddle and then carne

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sada and sometimes fries,

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and then having the hatch
green chilies. Oh my goodness.

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I know that may not be
traditional Cali be, but come on.

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It was awesome. So a few other people
in my family extended family are into

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spice and they were raving about
Hatch green chilies from fresh chili

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company. And so really good stuff, man.

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Kudos to you for creating an amazing
product and telling an amazing story.

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And as people are listening
to this, they’re like, dang,

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this guy tells a good story.

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And so we’re going to get into
storytelling here and how you do that.

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I know you’re all about storytelling,

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community building strategy
to grow great brand.

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And so we’re going to
unpack that as we go,

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but I want to share a couple of stats
about Fresh Chili Company because I think

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this will blow people away.

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It’s top 1% Shopify
over the last 365 years.

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You’re up 58% roas,

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3.74% mer 27% website conversion rate

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4.96%, so pushing 5% on conversion rate,

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which is insane year to
date though so far you’re up

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85%. So the growth rate is
accelerating, which is phenomenal.

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And listen, it’s a great, great
product as we’ve discussed,

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but you’re clearly doing
a lot of things well.

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So can you unpack that
a little bit for us?

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What have been the keys to this
meteoric rise aside from just

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a killer product?

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Yes,

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it’s really about the story and I’ll go
into why and not really just have a cop

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out answer, right? Because
as I kind of told you,

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Chile is a way of life in New
Mexico and throughout the southwest,

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so west Texas through southern California

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and for all the transplants that
moved to Florida from those places.

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And so my partner who

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he and his wife were
cooking this recipe in

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their home for his real estate clients,

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and this was his dad’s recipe again, it
was passed down from another generation.

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And so they were making this
product out of their home,

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an entrepreneur and had
some success in some other

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industries locally here. And they
reached out to me and was like, Hey,

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we’d like to sell this online. We think
we got something here. And funny enough,

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my wife had actually just bought
a jar around that holiday season

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or found a jar somehow and I tasted it.
And so

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Hatch

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has really done a good job
of branding itself for chili,

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but I saw an opportunity that everyone
was focused on retail and there really

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wasn’t a lot of competition online.

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And I just saw it as an opportunity

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to really tell, not just my partner
story, obviously that’s the foundation,

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but I was like with this

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opportunity of what does
Hash Green Chili do?

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It brings family and friends together
over their favorite recipes around the

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dinner table. It was
bringing people together.

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And so how did I make it the
customer kind of the hero

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kind of really their story too.

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And I would say one of the biggest things
we did is we had a Facebook group and

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it just wasn’t just hash chili everything.

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Obviously we could have grown
that really a lot faster,

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but we kept it around
fresh chili products,

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specifically kind of kept it private,

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a little more exclusive. And then
we started selecting weekly winners,

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recipe of the week winners,

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and then we turned those weekly recipe
of the week when’s into a cookbook.

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And all of a sudden those people have
something tangible to show their family

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and friends, Hey, check out
my recipe, check out my story.

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That is aligned also with the
Fresh Chili story. And so for me,

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that’s probably been the biggest thing
that we’ve done is we’ve really just kind

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of, how do we bring people
together over their favorite meals?

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It’s amazing. It’s amazing. And
that’s really what it’s about. I mean,

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that’s the magic of food.

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We eat food obviously because enjoyable
and we have to have it to survive.

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But the magic of food is the gathering,
right? And the sharing and the, Hey,

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I want you to taste this recipe and I
want you to try these fresh chilies with a

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chip or with the burrito or whatever.
And it’s a magical experience.

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And so you saw an
opportunity to sell online,

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and I think we’ve all had this experience.

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We walked down the aisle
at the local grocery store,

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and even if we’re at a place,

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maybe it’s in the local section or
we’re at a local health food store or

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something and we’ll see
some salsa or some chilies,

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but you don’t know the story.

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You don’t really know what’s behind
this and is it good or is it not good?

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I say, this show is 12 bucks, this
one, six bucks. What’s the difference?

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I don’t know. And so you leaned
into a channel that was leveraged,

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told a great story, and
now it’s really grown.

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And so I know the cool thing about what
you guys are doing is you’re doing a lot

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with organic storytelling, correct?

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You’re also leaning heavily into paid
as every good Shopify brand is to

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a certain degree.

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And so can you talk about the
balance there of organic to

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paid? And again, I know that all
kind of ties back to storytelling.

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Yeah, I mean, I’ve been buying
meta ads since 2011 I think

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in some way or shape or fashion. And I
actually don’t do this for anyone else.

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To me it’s a very,

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I feel like every season of meta,

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I mean I feel like 20 19, 20 20 21,

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I feel like every year it’s
like every season of Meta.

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I like that every season of.

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Meta, a lot of distinct seasons.

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And I remember even last year, January,
February, where it was just like, man,

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what is going on here?

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And so that’s where the foundation of the

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cooking group,

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organic social has really kind
of I would say helped carry us

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through really hard times, especially
when you marry it with retention,

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with some really solid
retention strategies.

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Because I know when meta
is sort of volatile,

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I can lean on my community and I
can lean my retention strategies to

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kind of carry the brand through.

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Obviously if you’ve got some product
drops and those kinds of things,

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that helps. But the thing
that I really do now,

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I really marry the two
strategies together.

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So I actually do a lot of testing
of boosting organic posts,

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and I’m looking for buy
signals and how many

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likes, how many comments, how
many shares, how many engagements.

225
00:13:42,130 –> 00:13:46,810
And I’ve constantly just kind
of always thought of them

226
00:13:49,740 –> 00:13:53,710
as a unified platform, whereas
everyone treats them very separately,

227
00:13:55,060 –> 00:13:57,490
paid is doing paid and
organic, is doing organic,

228
00:13:57,490 –> 00:13:58,900
and they don’t really talk to each other.

229
00:13:59,320 –> 00:14:01,780
But I don’t really believe
in that philosophy.

230
00:14:01,780 –> 00:14:05,710
I believe that once you have
a good strategy for both,

231
00:14:06,130 –> 00:14:10,750
then it really sets you
up for success. Again,

232
00:14:10,930 –> 00:14:15,040
we’re going, I think we completed our
sixth year. This will be our seventh year.

233
00:14:15,520 –> 00:14:20,080
And it’s because we have kind of both

234
00:14:20,740 –> 00:14:22,750
really educating people top of funnel,

235
00:14:23,650 –> 00:14:28,330
but also testing creative that if it’s

236
00:14:28,330 –> 00:14:29,110
working well,

237
00:14:29,110 –> 00:14:34,030
we’ll throw the a SE campaign and sort
of let it run its lifecycle as a winner.

238
00:14:37,000 –> 00:14:39,550
That’s a great man. And so just
to unpack that a little bit,

239
00:14:39,550 –> 00:14:42,940
so you’re making organic post
storytelling post, maybe it’s a recipe,

240
00:14:42,940 –> 00:14:47,770
maybe it’s telling what the founder
is up to cooking or making things.

241
00:14:47,920 –> 00:14:48,340
Exactly.

242
00:14:48,340 –> 00:14:51,710
So you create an organic post, you
boost it, just plain old, boost it,

243
00:14:51,770 –> 00:14:55,460
see how it performs, and
then if it performs well,

244
00:14:55,520 –> 00:14:57,380
you’ll turn that into an A SE ad.

245
00:14:57,860 –> 00:14:59,270
Exactly. Exactly.

246
00:14:59,570 –> 00:15:00,590
Nice, nice.

247
00:15:00,590 –> 00:15:05,100
Are you finding that a lot of your
winning ads are coming from that

248
00:15:05,210 –> 00:15:10,190
pool of ads or do a lot of your
winners come from ads you created

249
00:15:10,190 –> 00:15:11,630
with the intention of it being an ad?

250
00:15:11,840 –> 00:15:14,240
No, I mean, if you look
at our A SC library,

251
00:15:14,240 –> 00:15:17,580
it’s going to be mostly live videos
from the farm or videos that.

252
00:15:17,580 –> 00:15:17,960
We.

253
00:15:17,960 –> 00:15:21,560
Do. People really liked authenticity,

254
00:15:22,520 –> 00:15:27,470
and I know some brands struggle with it.

255
00:15:28,970 –> 00:15:31,790
Well, it’s because you’re a food category.

256
00:15:32,570 –> 00:15:35,480
How many other foods are out there
too competing for the same thing?

257
00:15:35,870 –> 00:15:38,750
I just don’t believe that.

258
00:15:39,260 –> 00:15:44,240
I know that we as founders are
showing up every day and every week

259
00:15:44,240 –> 00:15:47,930
for our customers, and I think
our customers see that. And

260
00:15:49,490 –> 00:15:54,080
a lot of people treat metal. I
kind of like it to a casino now,

261
00:15:54,500 –> 00:15:56,420
and it almost feels like
a money slot machine.

262
00:15:56,540 –> 00:16:01,160
And if you just want to go in and put in
a quarter and try to get 50 cents back,

263
00:16:01,160 –> 00:16:04,160
I mean you’re just playing the wrong game.

264
00:16:05,870 –> 00:16:07,190
You really got to tell a story.

265
00:16:08,630 –> 00:16:09,800
Yeah, totally agree. I mean,

266
00:16:09,800 –> 00:16:14,030
if you look at what has good marketing
been from the beginning of time,

267
00:16:14,030 –> 00:16:15,020
it’s good storytelling.

268
00:16:15,020 –> 00:16:19,820
It’s storytelling to the right
audience in the right way with a clear

269
00:16:19,820 –> 00:16:22,490
offer attached to it.
And that’s really it.

270
00:16:22,490 –> 00:16:26,030
And I’m a firm believer that every brand
is in the business of whatever they

271
00:16:26,030 –> 00:16:28,160
sell,
Plus they’re a media company.

272
00:16:28,340 –> 00:16:32,210
They’re in the business of getting and
keeping attention and then moving people

273
00:16:32,210 –> 00:16:32,990
to take action.

274
00:16:32,990 –> 00:16:37,520
And so that really begins with a good
story and the ability to tell great

275
00:16:37,520 –> 00:16:40,880
stories. And so let’s
unpack that a little bit.

276
00:16:40,880 –> 00:16:44,030
So you say some of your
best content is on the farm,

277
00:16:44,090 –> 00:16:45,950
showing people where
the chilies are grown.

278
00:16:46,370 –> 00:16:49,310
Is it a combination of that
plus seeing the product?

279
00:16:49,400 –> 00:16:52,520
I saw a post just recently and
it was like a taco or something,

280
00:16:52,520 –> 00:16:54,830
dipping it in the chili sauce.
I was like, oh my goodness,

281
00:16:54,830 –> 00:16:55,700
I’m so hungry right now.

282
00:16:57,020 –> 00:17:01,970
But talk about what does the creative
mix look like, what’s working,

283
00:17:02,360 –> 00:17:05,720
and then maybe unpack a little bit
of your creative testing philosophy.

284
00:17:06,230 –> 00:17:09,680
Yeah, I’ll kind of start
from the back there.

285
00:17:09,680 –> 00:17:14,630
So I have a philosophy on meta
where I’m posting up to seven

286
00:17:14,630 –> 00:17:18,830
times a day on Facebook and people
are like, well, that’s too much.

287
00:17:19,640 –> 00:17:23,180
Not really. I mean, people are
just thumb scrolling nonstop.

288
00:17:24,020 –> 00:17:28,820
And I also have the stats to prove that
it’s working. So I’m not concerned,

289
00:17:28,820 –> 00:17:30,170
I don’t know if every brand can do that,

290
00:17:30,170 –> 00:17:31,670
but we’re at a place where we can do that.

291
00:17:33,110 –> 00:17:37,910
But the philosophy behind that is
think of your Shopify product display

292
00:17:37,910 –> 00:17:42,740
page. You got your carousel
images, you got your hero product.

293
00:17:43,010 –> 00:17:45,500
Then what do you have? You
might have a testimonial,

294
00:17:46,190 –> 00:17:49,800
you might have a money back guarantee,
you might have an evergreen photo.

295
00:17:50,220 –> 00:17:51,810
You might also have

296
00:17:53,550 –> 00:17:57,780
ingredients or how it’s made materials.

297
00:17:58,800 –> 00:17:59,633
And then also

298
00:18:01,260 –> 00:18:06,150
one of the other ones would
be how to use the product,

299
00:18:06,150 –> 00:18:08,010
the best case,

300
00:18:08,520 –> 00:18:11,790
and then marry that.
The last seventh one would be

301
00:18:13,110 –> 00:18:14,790
a reel, a video reel,

302
00:18:15,090 –> 00:18:18,120
some kind of how you’re using the product.

303
00:18:18,990 –> 00:18:21,750
And so when you think of, Hey,

304
00:18:21,750 –> 00:18:25,830
I don’t know what to post every day,
go to your product display pages,

305
00:18:26,370 –> 00:18:27,630
there’s your game plan.

306
00:18:28,080 –> 00:18:31,740
And that’s basically what we’re
focusing on and we’re really focusing on

307
00:18:31,830 –> 00:18:35,880
educating people every day.

308
00:18:36,300 –> 00:18:39,720
And then so we rotate all those
posts through the entire catalog.

309
00:18:39,720 –> 00:18:43,020
We have over 50 plus
products, and so we rotate.

310
00:18:43,770 –> 00:18:44,820
We have all that line,

311
00:18:44,850 –> 00:18:47,700
we have all those seven benefits lined
up for every one of the products,

312
00:18:47,700 –> 00:18:50,010
and we rotate that messaging out.

313
00:18:50,010 –> 00:18:53,940
And I guess one thing I didn’t mention
was behind the scenes farm stuff

314
00:18:55,140 –> 00:18:59,520
that is our foundation. So most
people don’t have a foundation.

315
00:19:01,590 –> 00:19:03,090
We only focus on creative.

316
00:19:04,140 –> 00:19:04,350
So.

317
00:19:04,350 –> 00:19:06,900
They’re like, okay, we’ve got to be
creative. We’ve got the ad what it is,

318
00:19:07,170 –> 00:19:10,260
and you’re just sort of like,
okay, build a foundation.

319
00:19:10,740 –> 00:19:15,090
It’s a very simple process.
It’s about education now,

320
00:19:15,090 –> 00:19:18,540
then when we go to the
farm, that’s the creativity.

321
00:19:18,930 –> 00:19:23,100
That’s the stuff that’s going to move
the needle for us from an ad perspective.

322
00:19:23,100 –> 00:19:24,060
But guess what?

323
00:19:24,960 –> 00:19:29,670
When we go out to the farm and
we have say a jalapeno mustard,

324
00:19:30,480 –> 00:19:34,620
you know what, I saw that jalapeno
mustard a couple weeks ago.

325
00:19:36,810 –> 00:19:41,220
We got to really think about how
customers consideration cycles one day,

326
00:19:41,220 –> 00:19:42,840
seven day, whatever you want to call it.

327
00:19:43,470 –> 00:19:47,610
But we don’t really spend enough time
trying to educate them through the entire

328
00:19:47,610 –> 00:19:51,540
process because I was a guy
who 30 day marketing plans,

329
00:19:51,600 –> 00:19:55,590
90 day marketing plans, six
months annual. I’ve done it all.

330
00:19:56,600 –> 00:20:00,900
But what was missing is now I don’t
have to do any of that because I’m just

331
00:20:00,900 –> 00:20:02,760
rotating through all my products.

332
00:20:04,650 –> 00:20:09,570
And that’s really helped us with just

333
00:20:09,900 –> 00:20:12,690
educating and also on conversion.

334
00:20:13,110 –> 00:20:15,780
And then going back to the farm thing,

335
00:20:17,310 –> 00:20:19,710
what set us kind of different
was we always went to the farm.

336
00:20:20,850 –> 00:20:25,290
My partner always did a great job of
making sure we get to the farm and we do

337
00:20:25,290 –> 00:20:28,920
some videos and we kind of
just talked about the product,

338
00:20:29,040 –> 00:20:31,470
or maybe the farmer was there
and we talked to the farmer,

339
00:20:32,190 –> 00:20:34,650
but one day we were driving
to the farm and I was like,

340
00:20:34,650 –> 00:20:38,370
you know what we should do? He’s
like, what’s that? And I was like,

341
00:20:38,430 –> 00:20:43,230
let’s grab a cheeseburger and let’s
just pull down the gate of the pickup

342
00:20:43,230 –> 00:20:46,230
truck and then let’s just pour
our chili on it and eat it.

343
00:20:47,230 –> 00:20:49,300
And then if you see my partner, he’s like,

344
00:20:49,420 –> 00:20:54,080
Sam Elliot meets Morgan Freeman
is he? He’s got the voice,

345
00:20:54,310 –> 00:20:57,490
he’s got the look. I mean, he looks
like an old Hollywood Western star.

346
00:20:57,490 –> 00:21:01,570
So I mean, obviously that helps
a lot. I’ve done videos too,

347
00:21:04,090 –> 00:21:08,260
but the reality of it is when
we did that winlock something

348
00:21:09,100 –> 00:21:12,940
that was crazy because these cheeseburger,

349
00:21:13,360 –> 00:21:16,360
there’s more people that watch these
cheeseburger videos than watch an NBA game

350
00:21:16,360 –> 00:21:20,790
now, which is really weird to
think about. It’s such a weird.

351
00:21:20,980 –> 00:21:25,180
It’s crazy. Part of that, the NBA
ratings are down. I still am an NBA fan,

352
00:21:25,180 –> 00:21:26,860
but part of that is, man,

353
00:21:26,860 –> 00:21:30,310
we want authentic content
and we love our food,

354
00:21:30,310 –> 00:21:34,120
and it’s just something really,
really special. So yeah, that’s.

355
00:21:34,360 –> 00:21:38,140
Crazy. Kudos to you guys. Just really
kind of marry that connection of like, oh,

356
00:21:38,500 –> 00:21:41,590
this has to be the freshest
product because they’re
literally standing in front

357
00:21:41,590 –> 00:21:45,820
of the farm eating with it. And so that.

358
00:21:45,820 –> 00:21:48,460
Was just, I love how you talk about
that. You start with a strategy.

359
00:21:48,460 –> 00:21:50,770
You start with a platform.
Don’t begin with a,

360
00:21:51,130 –> 00:21:54,640
I need to create an ad.
You start with a, Hey, what is our story?

361
00:21:54,640 –> 00:21:59,620
Our story is these are fresh chilies
from the farm or real farm in hash

362
00:21:59,620 –> 00:22:03,910
New Mexico, the chili capital of the
world. And these are family recipes.

363
00:22:03,910 –> 00:22:08,110
And we’ve got Sam Elliott, not literally,
but your co-founders like Sam Elliott,

364
00:22:08,110 –> 00:22:12,130
he’s the farmer. And so we’re
going to start with that.

365
00:22:12,610 –> 00:22:14,170
We’ll rotate through our products.

366
00:22:14,170 –> 00:22:16,000
We’ll try to tell these
stories in a unique way.

367
00:22:16,330 –> 00:22:19,510
We’ll do fun stuff like pop
open the tailgate, eat a burger,

368
00:22:19,510 –> 00:22:23,230
put some chilies on it. And so
you’re starting with a foundation,

369
00:22:23,230 –> 00:22:23,980
you’re starting with strategy,

370
00:22:23,980 –> 00:22:27,730
then you’re expanding from there
really makes a lot of sense.

371
00:22:28,330 –> 00:22:32,590
And again, just sort of, everyone
has it backwards. They do paid,

372
00:22:32,590 –> 00:22:36,100
they do retention, and then they’re
thinking about what creative they need.

373
00:22:36,100 –> 00:22:40,990
And it’s like now you need a foundation
first. And that’s really, I mean,

374
00:22:41,140 –> 00:22:45,700
again, you and I know some really
savvy Shopify entrepreneurs.

375
00:22:46,090 –> 00:22:50,050
I’ll go and look at their organic social
and there’s nothing there. I’m like,

376
00:22:50,860 –> 00:22:55,180
you’re leaving money on the table or
you’re leaving growth on the table or

377
00:22:55,180 –> 00:22:58,000
lifetime value on the table. I
mean, whatever you want to call it.

378
00:23:00,790 –> 00:23:03,610
Does it take work? Yes, it takes work.

379
00:23:04,030 –> 00:23:05,890
And we also do a little bit more.

380
00:23:05,890 –> 00:23:07,000
Anything worth doing does.

381
00:23:07,300 –> 00:23:08,133
Right? Right.

382
00:23:08,230 –> 00:23:12,760
And we also do a little bit more
systematic where we like and comment on

383
00:23:12,760 –> 00:23:17,350
posts on Instagram. We go on the
explore page, we go on the reels page,

384
00:23:17,380 –> 00:23:19,450
we go on the search, we look for terms,

385
00:23:20,020 –> 00:23:25,000
we engage with posts and stories
and dms and we’ll DM influencers.

386
00:23:25,000 –> 00:23:29,920
So again, it is a strategy. It is not
as just simple as just creating content,

387
00:23:29,920 –> 00:23:33,790
posting it. But again,

388
00:23:34,060 –> 00:23:38,980
I wouldn’t say that it’s taking more
than an hour or two a day for us to

389
00:23:38,980 –> 00:23:42,040
do this for ourselves. And so again,

390
00:23:42,100 –> 00:23:44,110
I think a lot of people just
don’t know where to start.

391
00:23:44,110 –> 00:23:47,750
And I think maybe that’s a disconnect
because there probably hasn’t been a lot

392
00:23:47,750 –> 00:23:51,410
of course boys on Twitter
selling this kind of information.

393
00:23:51,410 –> 00:23:54,950
So that’s probably why it
doesn’t exist. It’s maybe not.

394
00:23:54,950 –> 00:23:56,360
As flashy, not as sexy,

395
00:23:56,360 –> 00:23:59,930
not as enticing or not as
throw a switch and get results.

396
00:24:00,440 –> 00:24:04,190
The number one thing people are like,
well most return on results. It’s like,

397
00:24:05,720 –> 00:24:09,170
I mean, meta holds that close to the
chest because they want the attribution,

398
00:24:09,560 –> 00:24:13,850
right? But when you
marry it with the paid,

399
00:24:15,110 –> 00:24:18,590
then you see the results because the ads
are performing better because there’s

400
00:24:18,590 –> 00:24:19,910
already a little bit of social proof.

401
00:24:20,930 –> 00:24:22,760
Totally. Totally makes sense. Well,

402
00:24:22,760 –> 00:24:26,420
I want to unpack a couple of other
things that you mentioned are working.

403
00:24:27,290 –> 00:24:29,900
One of them is search visibility.

404
00:24:29,900 –> 00:24:32,990
And this is interesting from
a couple perspectives. One,

405
00:24:33,200 –> 00:24:34,640
I’ve been a Google guy for a long time.

406
00:24:35,150 –> 00:24:38,720
I’m really a fan of just any marketing
that works. So that’s my foundation.

407
00:24:38,720 –> 00:24:41,690
I love great brands. I love great
storytelling, I love marketing that works.

408
00:24:42,200 –> 00:24:46,010
But I’ve been doing Google forever and
did SEO back in the early two thousands.

409
00:24:46,010 –> 00:24:47,600
So I’ve always loved search.

410
00:24:48,410 –> 00:24:52,370
But you said organic Google is up 76%

411
00:24:53,210 –> 00:24:55,340
and now some chat GPT queries are up.

412
00:24:55,520 –> 00:24:56,353
Yeah.

413
00:24:56,390 –> 00:24:57,380
But can you talk about that a little bit?

414
00:24:57,380 –> 00:25:02,030
What is driving that Google
growth and chat GPT growth?

415
00:25:02,030 –> 00:25:04,010
What’s making that happen?
You’re talking about.

416
00:25:04,010 –> 00:25:06,080
My biggest pain point I’m
going through right now.

417
00:25:07,070 –> 00:25:11,630
I’m trying to get to number one
on Google for the term Hatch green

418
00:25:11,630 –> 00:25:14,510
chili, and I’m number two.

419
00:25:15,470 –> 00:25:18,980
That’s amazing. It’s amazing.
But the difference in traffic,

420
00:25:18,980 –> 00:25:22,760
as we well know from one two is pretty
significant. But kudos to you, man,

421
00:25:22,760 –> 00:25:25,940
being number two in a highly competitive,

422
00:25:25,940 –> 00:25:29,210
highly contested term that is
no small feat. So kudos to you.

423
00:25:29,540 –> 00:25:30,350
Nah, I appreciate it.

424
00:25:30,350 –> 00:25:33,740
But we could just lower
customer acquisition costs
down if we could just get to

425
00:25:33,830 –> 00:25:34,663
number one.

426
00:25:36,810 –> 00:25:41,270
And so it’s something that’s interesting
right now and you’ll be able to talk to

427
00:25:41,270 –> 00:25:46,010
more brevity in this use case.

428
00:25:46,010 –> 00:25:50,600
But what’s interesting is a lot of our
social media videos that we do from

429
00:25:50,600 –> 00:25:52,850
Facebook are actually
showing up in Google’s feed.

430
00:25:54,920 –> 00:25:58,880
A lot of social content is really
starting to influence searches.

431
00:25:59,510 –> 00:26:04,070
And then chat GT again,
they’re opening up the

432
00:26:07,070 –> 00:26:10,490
Shopify brand listing. If you want
to list your product on chat gt,

433
00:26:10,880 –> 00:26:14,090
there’s a submission process right
now that they’re going through,

434
00:26:16,370 –> 00:26:21,350
but also they are pulling up information
from us and from our top competitor

435
00:26:21,350 –> 00:26:22,183
on Google.

436
00:26:22,640 –> 00:26:26,780
And it’s something where

437
00:26:26,990 –> 00:26:30,350
recipes are obviously going to
be a big factor in what we do.

438
00:26:30,620 –> 00:26:32,930
And Backlinking,

439
00:26:33,260 –> 00:26:37,880
I think is probably the hardest thing
that it’s been the hardest thing to do for

440
00:26:37,880 –> 00:26:40,430
us. It probably is going to
be the noodle the most for us.

441
00:26:42,500 –> 00:26:45,060
We’re actually working
with a firm right now that

442
00:26:47,160 –> 00:26:49,320
is trying to help us to get to number one.

443
00:26:49,440 –> 00:26:52,500
And the reality of it is

444
00:26:54,990 –> 00:26:58,830
that timeline looks like it might
be August. But at the same time,

445
00:26:58,920 –> 00:27:00,900
I think the influence of chat right now,

446
00:27:01,680 –> 00:27:05,310
it’s really quite compelling and
not in addition to YouTube search.

447
00:27:07,320 –> 00:27:10,800
And so we’re asking the process of
going through all our hard drives,

448
00:27:11,520 –> 00:27:12,750
terabytes of footage,

449
00:27:13,410 –> 00:27:18,240
and just making clips that we can
just upload to YouTube and TikTok

450
00:27:19,620 –> 00:27:21,960
kind of search and intent volume.

451
00:27:23,580 –> 00:27:25,770
It’s such a smart idea because one,

452
00:27:26,250 –> 00:27:30,570
YouTube is the second largest search
engine on the planet behind Google.

453
00:27:30,570 –> 00:27:35,250
And especially for things like
recipes and cooking a lot of other

454
00:27:35,250 –> 00:27:35,880
categories,

455
00:27:35,880 –> 00:27:40,410
a lot of the how-to categories that
it really crushes on TikTok search

456
00:27:40,440 –> 00:27:44,730
is exploding. So both of
those make a ton of sense.

457
00:27:44,790 –> 00:27:49,560
And I’m really glad you brought
this up because I think there’s a

458
00:27:49,560 –> 00:27:51,480
narrative that says, Hey,

459
00:27:51,750 –> 00:27:56,730
Google is going to get eaten
by chat GT or Perplexity

460
00:27:56,730 –> 00:27:59,250
or TikTok search. And listen,

461
00:27:59,400 –> 00:28:04,200
I think there are some existential threats
to Google out there without question.

462
00:28:04,860 –> 00:28:07,140
But you mentioned something,
and I’ve actually seen this.

463
00:28:07,410 –> 00:28:09,480
Google’s earnings are
up quarter over quarter.

464
00:28:09,840 –> 00:28:14,430
There’s more searches conducted
on Google now than a quarter

465
00:28:14,520 –> 00:28:14,970
ago.

466
00:28:14,970 –> 00:28:19,440
And so they’re still in good position if
they play the game right To be viable.

467
00:28:19,440 –> 00:28:20,280
But regardless,

468
00:28:20,610 –> 00:28:24,930
there’s still some opportunities for
you right now to lean into search.

469
00:28:24,930 –> 00:28:29,640
And so there’s some SEO pieces
that help with traditional

470
00:28:29,640 –> 00:28:30,120
search.

471
00:28:30,120 –> 00:28:34,950
I know you’re talking about
the AI SEO or whatever,

472
00:28:35,130 –> 00:28:38,310
AI optimization. I think that’s
really important as well.

473
00:28:38,310 –> 00:28:42,120
And it even ties into Google with
Gemini and AI mode and things like that.

474
00:28:42,120 –> 00:28:46,860
And so love that you’re still leaning
into trying to get good quality

475
00:28:46,860 –> 00:28:50,010
back links. That’s something that I
think a lot of people have abandoned.

476
00:28:50,100 –> 00:28:51,390
It’s still relevant,

477
00:28:51,450 –> 00:28:54,510
even though Google tried to say a few
years ago and I wouldn’t really pay

478
00:28:54,510 –> 00:28:57,570
attention to the backlinks they
do. That was the core of Google.

479
00:28:57,570 –> 00:29:01,980
Google’s original innovation was looking
at backlinks because those are third

480
00:29:01,980 –> 00:29:05,820
party votes on what content
to trust, they still matter.

481
00:29:06,150 –> 00:29:10,800
So backlinking leaning into traditional
SEO into AI optimization as well.

482
00:29:10,800 –> 00:29:15,780
And so what all you guys doing there
from a content standpoint that’s helping

483
00:29:16,230 –> 00:29:18,210
with SEO?

484
00:29:20,670 –> 00:29:24,960
I think we’ve kind of
done it in two stages.

485
00:29:24,960 –> 00:29:29,100
The first SEO firm we worked with
really just helped with getting a lot of

486
00:29:29,100 –> 00:29:31,380
technical aspects
together. I didn’t realize

487
00:29:34,050 –> 00:29:35,430
your website had to be,

488
00:29:38,310 –> 00:29:42,070
it was mind blowing. The amount of
detail that you have pay attention to.

489
00:29:42,430 –> 00:29:44,410
From a crawlability
standpoint, a speed standpoint,

490
00:29:45,160 –> 00:29:49,030
the algorithm making sense of it or the
crawlers making perfect sense of it,

491
00:29:49,030 –> 00:29:52,330
that sort of thing. So yeah, the technical
aspect of SEO does make a difference.

492
00:29:53,380 –> 00:29:58,000
And then we were doing recipes and we
kind of got away from that a little

493
00:29:58,000 –> 00:30:02,050
bit, but we’re launching
a new YouTube channel.

494
00:30:02,530 –> 00:30:06,970
And I think it’s more
in my thought process is

495
00:30:08,110 –> 00:30:12,700
we kind of got the website foundation
sort of done and now we’re ranking on

496
00:30:12,790 –> 00:30:16,030
number two. Again, I
think the back linking,

497
00:30:16,240 –> 00:30:19,270
I think some more kind of current
information obviously can help.

498
00:30:20,260 –> 00:30:22,420
Really we’re trying to be the
authority for hatch green chilies.

499
00:30:22,420 –> 00:30:25,630
So what does that mean? It means you
just don’t come to us for sauces.

500
00:30:26,110 –> 00:30:27,940
It means you come to us fresh peppers,

501
00:30:28,300 –> 00:30:32,650
frozen freeze dried powders, spices.

502
00:30:32,950 –> 00:30:36,730
So we have to be hatch green
chilies equals fresh chili company.

503
00:30:36,880 –> 00:30:38,350
That’s what you’re trying to create.

504
00:30:39,220 –> 00:30:42,970
Exactly. And I think too,

505
00:30:43,450 –> 00:30:48,070
also not discounting hot
honey, spicy ketchup.

506
00:30:50,290 –> 00:30:52,600
Both those products are
having a moment right now.

507
00:30:52,600 –> 00:30:57,370
I just started seeing some local pizzerias
that are doing hot honey serve with

508
00:30:57,370 –> 00:31:01,660
your pizza and lemme tell you something
that will blow your mind and we’ll

509
00:31:01,660 –> 00:31:02,950
change the game for pizza.

510
00:31:02,950 –> 00:31:07,060
It’s so good. And we make
an excellent hot honey.

511
00:31:07,060 –> 00:31:09,910
And so there’s definitely
those factors to consider too.

512
00:31:10,690 –> 00:31:12,190
But really where I see

513
00:31:14,500 –> 00:31:18,070
moving is we got to show up on YouTube

514
00:31:19,000 –> 00:31:20,320
consistently every day.

515
00:31:20,440 –> 00:31:22,990
And that’s really the strategy
that I’m implementing right now.

516
00:31:23,710 –> 00:31:28,420
And it’s so powerful because not
only are people searching directly on

517
00:31:28,480 –> 00:31:28,870
YouTube,

518
00:31:28,870 –> 00:31:31,990
but this is something that
Google announced during
Google Marketing Live just

519
00:31:32,410 –> 00:31:34,840
about a week ago, is that
there’s going to be more,

520
00:31:34,840 –> 00:31:35,860
and you kind of alluded to this,

521
00:31:35,860 –> 00:31:40,450
there’s going to be more
visibility of video content in

522
00:31:40,540 –> 00:31:43,600
search results. And Google’s
been testing this for a while,

523
00:31:43,600 –> 00:31:47,740
but if I ask a question of Google
and we’re now seeing with Gemini,

524
00:31:48,070 –> 00:31:51,640
the queries of five words
or more have exploded.

525
00:31:51,640 –> 00:31:54,820
They’re up like 150% this
year versus last year.

526
00:31:54,820 –> 00:31:57,910
So more people are searching with voice
more people are searching with kind of

527
00:31:57,910 –> 00:32:02,470
an AI mindset rather than a
traditional SEO 10 blue links

528
00:32:02,470 –> 00:32:05,860
mindset. And so Google’s
then weaving in like, Hey,

529
00:32:05,860 –> 00:32:09,610
here’s a clip from this YouTube
video that answers your question,

530
00:32:09,880 –> 00:32:10,713
so check it out.

531
00:32:10,840 –> 00:32:15,520
And so I think there’s just immense
value to a brand like yours consistently

532
00:32:15,520 –> 00:32:19,930
cranking out great content. You’ll
get the YouTube search traffic,

533
00:32:19,930 –> 00:32:23,380
you’ll start getting your videos
showing up in Google search,

534
00:32:24,520 –> 00:32:27,130
and then of course you
can take that audience,

535
00:32:27,130 –> 00:32:30,520
that audience you’re building on YouTube,
monetize it with YouTube ads as well.

536
00:32:30,520 –> 00:32:33,100
And so just tons and
tons of benefits there.

537
00:32:33,940 –> 00:32:35,320
And that’s where it is. I mean,

538
00:32:35,320 –> 00:32:39,350
what’s funny is I have all
these numbers up year over year,

539
00:32:41,120 –> 00:32:45,920
and I’ll be completely transparent
with where I’m at now is I’m

540
00:32:45,920 –> 00:32:50,360
not really happy with the business numbers

541
00:32:51,170 –> 00:32:53,960
from a profitability standpoint. Got it.

542
00:32:54,890 –> 00:32:57,710
Because meta just eats so much.

543
00:32:58,820 –> 00:33:02,540
And really within the last two weeks,

544
00:33:02,720 –> 00:33:05,450
I’m started to pull back
on meta a little bit.

545
00:33:06,320 –> 00:33:08,750
We’re about to get into chili
season in July and August,

546
00:33:08,750 –> 00:33:11,750
so I think I can take
this gamble a little bit.

547
00:33:12,110 –> 00:33:15,020
And if we finish up 40% or 20%,

548
00:33:16,040 –> 00:33:17,660
what matters is it’s profitability,

549
00:33:17,660 –> 00:33:20,750
obviously not the vanity
me of top line revenue.

550
00:33:21,290 –> 00:33:25,700
And I’m actually restructuring
everything to be more content

551
00:33:25,700 –> 00:33:29,600
focused. And we’re going
to focus on the creative,

552
00:33:29,600 –> 00:33:32,720
we’re going to focus on the content,
and we’re really going to treat,

553
00:33:33,380 –> 00:33:35,330
we’re going to make sure our
websites getting updated daily.

554
00:33:35,330 –> 00:33:37,520
We’re going to make sure our
YouTube gets updated daily.

555
00:33:38,090 –> 00:33:41,990
We’re going to really try to do that for
the rest of the year and see where we

556
00:33:41,990 –> 00:33:42,500
end up.

557
00:33:42,500 –> 00:33:46,490
So kind of an interesting approach and
interesting conversation right now.

558
00:33:48,290 –> 00:33:49,070
Yeah, it’s so interesting.

559
00:33:49,070 –> 00:33:52,430
But as you look at how as a
brand do we differentiate,

560
00:33:52,520 –> 00:33:55,010
how do we differentiate
versus the competition?

561
00:33:55,370 –> 00:33:57,650
How do we build total enterprise value,

562
00:33:57,650 –> 00:34:02,360
whether we just hope to capitalize on
that and take distributions and enjoy

563
00:34:02,360 –> 00:34:05,810
those profits for a long time,
or if we decide to have an exit,

564
00:34:06,650 –> 00:34:07,550
having a community,

565
00:34:07,880 –> 00:34:12,320
having a consistent content
engine so hard to duplicate,

566
00:34:12,320 –> 00:34:16,100
it’s so hard to match when you
do that really, really well.

567
00:34:16,790 –> 00:34:19,460
Most other competitors, most
other brands just can’t.

568
00:34:19,520 –> 00:34:21,380
And so love that you’re doing that.

569
00:34:21,380 –> 00:34:23,630
Love that you’re leaning
into SEO to YouTube content,

570
00:34:23,630 –> 00:34:25,490
to organic social and paid social.

571
00:34:26,990 –> 00:34:29,600
And we’re coming towards
the end of our time,

572
00:34:29,600 –> 00:34:33,590
but you also talked about what’s
working is the owned channel growth,

573
00:34:33,830 –> 00:34:38,630
and this really ties into
storytelling and being

574
00:34:38,630 –> 00:34:41,600
intentional with your marketing,
but you got a great email list.

575
00:34:41,930 –> 00:34:45,260
You just put out great content. Can
you talk a little bit about that?

576
00:34:45,320 –> 00:34:47,810
How have you built that own media.

577
00:34:48,290 –> 00:34:48,470
And.

578
00:34:48,470 –> 00:34:53,210
Then any powerful lessons from
email and SMS that have helped

579
00:34:53,210 –> 00:34:55,640
fuel that stable growth for fresh chilies?

580
00:34:57,140 –> 00:34:57,973
Yeah.

581
00:35:00,500 –> 00:35:03,080
What’s good is we have a pretty
high repeat purchase rate.

582
00:35:03,980 –> 00:35:07,400
So it’s not a product that you sort
of buy and you’re like, oh, okay,

583
00:35:07,400 –> 00:35:10,490
that was cool. Oh, that was
great. Lemme try it again.

584
00:35:10,820 –> 00:35:12,620
And so I think

585
00:35:14,480 –> 00:35:19,430
one of the things that we do kind
of differently to kind of help

586
00:35:19,430 –> 00:35:24,320
is, again, I’m an agency
guy. I’m a designer.

587
00:35:25,400 –> 00:35:30,140
I mean, I’ve worked
with Virgin Galactic and

588
00:35:32,330 –> 00:35:34,520
done stuff for ESPN and Discovery Channel.

589
00:35:34,520 –> 00:35:38,160
And so I get design, I get

590
00:35:39,870 –> 00:35:43,830
how much brand matters.
But I tell you, man,

591
00:35:43,830 –> 00:35:47,970
when you just write an email from the
heart and sign your name at the bottom,

592
00:35:48,420 –> 00:35:51,030
and it’s just text only. I mean,

593
00:35:51,030 –> 00:35:54,210
people just feel like they’re right
there with you kind of growing along you,

594
00:35:55,760 –> 00:35:56,790
it truly feels like a one-to-one.

595
00:35:56,790 –> 00:35:57,623
Communication.

596
00:35:58,770 –> 00:36:00,240
And I think that’s been

597
00:36:02,070 –> 00:36:04,020
one of the most helpful things that we do.

598
00:36:04,590 –> 00:36:09,090
And the other thing that we kind of do
is we really lean into product drops and

599
00:36:09,090 –> 00:36:12,930
development and small batch.
So they sell out. I mean,

600
00:36:12,930 –> 00:36:14,820
I think we’re going into
the season sold out of,

601
00:36:15,090 –> 00:36:18,510
I was actually going to try to do this
for the next update next week of how many

602
00:36:18,510 –> 00:36:22,350
products we’ve actually sold out
of going into this season because

603
00:36:24,840 –> 00:36:27,360
it’s a fine line where
we’re trying to forecast,

604
00:36:27,360 –> 00:36:31,980
but also be a small batch in a
way that people feel like it is

605
00:36:31,980 –> 00:36:36,540
exclusive, that you just can’t get
a retail setting. And so I think.

606
00:36:36,540 –> 00:36:40,620
That, and selling out a little bit’s
kind of cool. It really creates urgency,

607
00:36:40,620 –> 00:36:44,700
authentic urgency to buy the next
drop because you’re going to sell out.

608
00:36:45,390 –> 00:36:50,130
And so I think just people know the
email list is where you’re going to find

609
00:36:50,130 –> 00:36:54,540
those opportunities is something I
think that kind of helps people engaged.

610
00:36:56,160 –> 00:37:00,990
Yeah, that’s great. Well, last thing I
want to chat about as we wrap up here.

611
00:37:01,530 –> 00:37:06,360
You talked about the Hatch
chili challenge. What is that?

612
00:37:06,630 –> 00:37:08,460
How did you execute that
and how’s that working?

613
00:37:09,690 –> 00:37:14,670
Yeah, so we did a sweepstakes
giveaway that did really well

614
00:37:14,670 –> 00:37:19,620
for us that we won last year and just kind

615
00:37:19,620 –> 00:37:20,820
of got the ball rolling.

616
00:37:20,820 –> 00:37:25,410
We did just another 10,000 giveaway
two that my partner’s flying out

617
00:37:25,410 –> 00:37:29,730
to give a check to the winner in person,

618
00:37:30,030 –> 00:37:34,110
the person’s in Georgia, so it’s going
to fly out there this Friday and do that.

619
00:37:36,210 –> 00:37:38,850
And we just got to thinking,
okay, what else can we do?

620
00:37:39,120 –> 00:37:43,890
And so we’re going to
give $10,000 away to,

621
00:37:44,040 –> 00:37:47,880
it’s a contest, but basically one
of the number one things people do,

622
00:37:47,880 –> 00:37:52,020
especially inspired how we
just pour chili on burgers.

623
00:37:52,470 –> 00:37:56,310
People just started kind of tagging
us and in and out and Whataburger and

624
00:37:56,310 –> 00:37:59,490
McDonald’s or Wendy’s, we were like, Hey,

625
00:37:59,490 –> 00:38:01,950
let’s just make this a contest for
people and get the winner 10,000.

626
00:38:01,950 –> 00:38:06,690
And so we just launched it and people
are already kind of excited and

627
00:38:06,690 –> 00:38:08,160
already kind of posting about it.

628
00:38:08,160 –> 00:38:12,150
And I think it’s something too that it’s
just helped builds network effects and

629
00:38:13,740 –> 00:38:14,400
what are you eating?

630
00:38:14,400 –> 00:38:17,070
And I think that’s what we kind
of want to do is we want to create

631
00:38:18,590 –> 00:38:20,460
a burger revolution in America.

632
00:38:20,700 –> 00:38:22,380
I think that’s something
that we can have fun with. I.

633
00:38:22,910 –> 00:38:24,070
Love it, man. I love it.

634
00:38:24,720 –> 00:38:28,740
That is a noble cause right there
at the Burger Revolution. I like it.

635
00:38:28,950 –> 00:38:31,830
Chat around with it and
have fun with it. Cool.

636
00:38:31,830 –> 00:38:34,290
And so then you’re building social proof.

637
00:38:34,290 –> 00:38:36,490
You’re building community
network effect. You’re also,

638
00:38:36,970 –> 00:38:39,340
you can use some of that content for ads.

639
00:38:39,640 –> 00:38:44,080
And so it’s just a brilliant
way to build community,

640
00:38:44,080 –> 00:38:47,740
leverage that for storytelling
and ad growth as well.

641
00:38:47,740 –> 00:38:52,720
And so Chris, man, keep up with the good
work. As I said, I’m a huge, huge fan.

642
00:38:52,720 –> 00:38:54,640
I’m a customer. I love the product.

643
00:38:55,180 –> 00:38:57,460
As I’ve introduced it to people
in my family and to my community,

644
00:38:57,520 –> 00:39:00,790
they love it as well. And so
I keep up with the good work.

645
00:39:00,790 –> 00:39:05,380
And now I didn’t want to visit in person
and see the farms and see what you guys

646
00:39:05,380 –> 00:39:07,450
are up to anytime I have
to make that happen.

647
00:39:08,080 –> 00:39:09,580
But for those that are
listening that’re like, man,

648
00:39:09,580 –> 00:39:14,080
I got to try some of this stuff as well,
how can they try some of your products?

649
00:39:14,740 –> 00:39:19,330
Go to fresh chili co.com or
you can find us on social at

650
00:39:19,390 –> 00:39:20,890
the Fresh Chili Co.

651
00:39:21,580 –> 00:39:26,200
And then I’m a sucker if
you want to follow me at

652
00:39:26,200 –> 00:39:30,160
Crystalling Social and DM me, I might
send you a gift card. We’ll see.

653
00:39:31,750 –> 00:39:36,700
He’s a good man as far as that’s
concerned in all other areas. And hey,

654
00:39:36,700 –> 00:39:40,090
you are a really good follow
on LinkedIn. Thank you.

655
00:39:40,090 –> 00:39:42,580
You talk about storytelling,
you host a podcast as well.

656
00:39:42,580 –> 00:39:45,490
You share amazing clips. And so one,

657
00:39:45,490 –> 00:39:47,830
you got to go and just
buy some fresh chilies,

658
00:39:48,100 –> 00:39:50,560
but also check out Chris’s content,

659
00:39:51,460 –> 00:39:54,220
get on the newsletter, the email list,

660
00:39:54,220 –> 00:39:58,120
you’ll get to see the marketing in action.
That’s a great way to learn as well,

661
00:39:58,600 –> 00:40:01,450
to check him out on
LinkedIn. And then actually,

662
00:40:01,480 –> 00:40:03,010
do you want to plug your podcast, Chris,

663
00:40:03,040 –> 00:40:05,800
because you actually create some
great content with your podcast.

664
00:40:06,040 –> 00:40:08,830
Yeah, no, I appreciate it. We
just launched Share Your Story.

665
00:40:08,830 –> 00:40:10,120
It’s sponsored by SendLink,

666
00:40:10,360 –> 00:40:14,830
and it’s something that’s
just about 40 days old,

667
00:40:14,830 –> 00:40:18,670
45 days old, and there’s response again,

668
00:40:18,670 –> 00:40:21,340
I’m sort of new to it,
but as you kind of see,

669
00:40:21,490 –> 00:40:25,690
we’re doing some things outside
the studio. I do have studio,

670
00:40:25,690 –> 00:40:29,920
but today we were in Washington
Park and New York City,

671
00:40:29,980 –> 00:40:31,690
and we were interviewing

672
00:40:33,190 –> 00:40:35,980
the street style interview
kind of ads. Yep, yep, yep.

673
00:40:36,490 –> 00:40:37,390
In on the street type thing.

674
00:40:37,570 –> 00:40:42,010
Yeah. So this 21-year-old kid,
his office is a park bench.

675
00:40:42,730 –> 00:40:47,080
And just to see the enthusiasm
and the rawness of a 21-year-old

676
00:40:47,140 –> 00:40:50,320
entrepreneur, just really inspiring.

677
00:40:50,320 –> 00:40:54,580
So we’re trying to just kind of share
stories of how other people are kind of

678
00:40:54,580 –> 00:40:55,540
building in the space.

679
00:40:56,590 –> 00:40:58,450
It’s amazing. We’ll link
to that in the show notes.

680
00:40:58,480 –> 00:41:03,460
Check out Chris Lang on LinkedIn
and all the socials and Fresh

681
00:41:03,520 –> 00:41:07,870
Chili Co as well. With that, Chris,
thanks so much, man. This was awesome.

682
00:41:07,870 –> 00:41:12,400
Thanks for taking the time. Yeah,
thank you. Absolutely. And as always,

683
00:41:12,400 –> 00:41:15,730
appreciate you tuning in. We’d
love to hear more from you.

684
00:41:15,730 –> 00:41:19,750
If you found this show inspiring, share
with a friend, share with your network,

685
00:41:19,750 –> 00:41:22,690
that would mean the world to us.
And with that, until next time,

686
00:41:22,690 –> 00:41:23,560
thank you for listening.