Shilajit

As you said, you've just listed two.

Shilajit was a massive one.

Everyone pumped it.

And then suddenly more research came out and it wasn't as good.

So he take, he rattles, he will take 15 pills a day to try to combat those sorts of things because he is diabetic.

And something like this would help someone and actually that lifestyle, because he works every day, extremely busy and struggles to keep to a certain routine, something like that.

I can definitely see the fit with those people who you advertise towards finding that balance with their lifestyle instead of, you know, seeing a fad, seeing Shilajit and then going, okay, let's try this.

But then instead of having, almost having someone else say, this is the right structure for you.

I made it in my kitchen.

My doctor told me to take Shilajit because I was trying to get on T. I was going to get on testosterone.

My doctor was not the doctor that you guys have where they're pumping you.

to quit.

to the gills my doctor was like stop smoking weed stop drinking start lifting weights take these supplements he was like then come back and let's check your testosterone in six months and if you're still low then we'll go and sure enough I did all those things and my testosterone went up like 250 points really yeah it

Yeah, yeah.

Right? So, I mean, we found there's an ingredient in our belly vitality for men called Shilajit.

It wasn't very well known, but there's all these product lines out there now.

Never heard of it.

We reached for things like the highest quality regeneratively raised organ capsules, liver, heart, kidney, for example.

We can talk about real mineral complexes like what you would get in a high-quality Shilajit tar, for example, and adding that to your water as a natural source of minerals.

We also use food in this area, like eating the seafood, eating the organic fruits and vegetables.

What about things like fermented foods, which are so important? These really nourishing foods.

So

I was just thinking like Shilajit, they get that from in the rocks, but that's literally just like freaking ancient biomass, isn't it?

Yeah, it's basically like decomposed plant matter.

So Shilajit, the minerals in Shilajit are organic because it comes from...

I wonder what Gandalf was saying there about the tallow.

I wonder if it isn't the minerals from... tallow does tallow contain a mineral content oh yeah it might be

This is like the L.A. Erewhon adjacent side of me that I immediately wanted this story.

But Shilajit is being marketed as kind of a cure-all.

You can, of course, put it in your smoothie at Erewhon.

You can also buy it as like a erectile dysfunction pill at the gas station.

And the fact that it's tied to really ancient sediment that's been rotting and decaying and becoming something new, that was kind of interesting to me.

Yeah, totally.

Have you tried Shilajit? Yes.

What do you think? I didn't

They kind of just try not to have that discussion with their customers.

What we're doing is like for one of our products, we see that like even when it comes to the sample that they have for referencing of like like real but we taste of her but it's inaccurate right it's contaminated with another form of like a similar product so we're working with our suppliers in thailand who have a connection to the um university that holds that sample to like update that sample to make it accurate so you kind of got to get a little bit gorilla with it but for the most part like look at coas right look at contamination have transparency with your supply chain and quite frankly like i think people need to understand this is a competitive advantage a majority of our creatives that we run, a majority of our positioning, like, yes, we talk about the product, but Shilajit, for example, right? It's become so ubiquitous.

It's had its rush.

We were kind of one of the first people to do Shilajit.

But now you go on Amazon when they're selling Shilajit for $9 that barely has any Shilajit in it.

So, like, if we're running meta ads, promoting Shilajit and someone's like, Shilajit sounds good.

I'm going to go on Amazon and buy it.

Why would they buy our product for $28 when that's $9? We have to educate them and say, hey, let's look at the COAs.