Inside the Kosher Industry, The Untold Story of the Industry

Welcome to another episode of positivity. I'm very excited to be here of the hotline mention of the Google drive of zing.com 246 um YouTube, Spotify, Apple and many other platforms obviously as the source of WhatsApp or the telegram the listener app and especially the listeners of the hotline the hotline mention lot of messages. So, but I wanted to say it means a lot to me and and appreciate mentioning the feedback. It it shows me and and it means a lot. So, thank you. So I feel like I know him and master right the head sales guy products was from the little guys that's that's a bunch of companies out there he's going to explain a little bit better but [Music] with the with foodicious web media client that just makes delicious products versus hot zero carbs. many of the products keto friendly but and the only thing is I never found somebody that is willing to come up and talk about food sensitive topic food is is and I didn't know this food is the number one industry in in in America is the number one money making Dogs. Dogs is number two. Food is number one. Google anyone else research of them. Yeah. is the kosher food market. The kosher food industry 10 billion 2022 the total was 26 billion. 26 billion. Wow. 26%. [Laughter] So any to finish the introduction system in the market status and this is the last thing that I want to say in the introduction is that I'm a very strong believer and I believe that says and you told me the impact of it but you see it every time I see and I'm like okay they said the serial was was laser like the paper ads it's I think it's a much stronger way of advertising Meaning you can do a paper ad campaign or you can do one status ad. So I commend you. I I role model what it means and giving out a product and talking about it. So without further ado, welcome and thank you for giving us from your time. It took time to track you down. I got you out of the country. So thank you for being here. Take it away. I appreciate it. Um, and we'll start with that just because a part as part of an introduction I think is very important to understand. If you want to do paper ads, paper ads could be very very beautiful and nice. A beautiful graphic. You pay a lot of money for people to put it together. It catches eye. It's colorful. The labels, the logos, the marketing, you know, everything costs a fortune of money. Yeah. Now, if you have $100,000, a million dollars to spend on paper ads, most probably paper ads does have a better effect than you think. If you read a magazine every single week, Yeah. and you see the ads not even knowing that it doesn't even interest you. You read the articles, but in between every article, there's an ad from a company again and again and again. Subconsciously, it goes in the back of your brain. When you go then to the store, you relate this item without even thinking, without even knowing that he already hooked you way, way before by putting in every single week eight ads in the magazine that you are reading. You think you just read the articles, but this is what paper ads does. It goes into your brain as a subconscious idea, not consciously. You don't even think that it speaks to you. But when you go down to the store, somebody else speaks about it. It becomes something that you just don't even know it's actually becoming in your head. And that's where you go. Now, if you don't have $100,000, you have $2,000 to advertise. $2,000 you put into a paper ad, that's going to be one ad in a paper in one area, two areas for one time. That's it. That means when the guy is by the next uh article that he's reading or the next me the next week, it's already long gone. You already put down $2,000 the money you had for marketing and now you start with basically nothing. If the person read it and actually looked at it and he sees it genuinely the item, okay, I hear you. But if you don't get to that point, you already put down $2,000, $5,000, the whole money you have for marketing. And what now? Another thing, a lot of smaller companies have an issue because they are small. they don't have that amount to be able to constantly do it. So for them to be able to have the power of paper ads is really really tough. So that's where this whole idea of doing social media became very friendly to us. So I can go like you said to a small company and explain to him do you have $50,000 to do advertising pay for the next two months? If you do well that is maybe the way to go but if you only have $5,000 I will not do a paper ad because it's not worth it. What I will try to say is take the $5,000, do two podcasts, do four or five frother videos, make it go round and round and round around. And as you know, you make a podcast 5 months ago, there is somebody watching it today. Absolutely. Which a paper ad, nobody's going to look for a ammy or a baka or a m five months ago. Even two weeks ago, you don't want to look at it. It's done. It's gone. So for that reason, I do believe that social media is a very powerful platform being that it's always once out there. Yeah, it's always there. It's just going to be there. Now, I could watch it right away. There's another thousand people that will watch it 5 years from now. You wouldn't even know. There's videos where I was involved from I think about eight years ago that I still got people nice video and I like what video you talking about. He tells me say like I did this video 5 years ago, but bottom line is it's a dart. That's what he saw. It's on YouTube. So, that's one part the difference between big companies and small companies. And I always ask that question. Can you explain me, Ellie? Tell me. Why in the world is Coca-Cola and Pepsi advertising millions of dollars every single year? Who doesn't know in America Coca-Cola? Why spend millions of dollars when you take this millions, put into your pocket? Yeah. Is it to stay relevant? I'm guessing more than relevant is what I spoke to you earlier that whenever they put out these advertisements right now, everybody knows Coca-Cola and Pepsi is cola. Anything else is something else. Mhm. cola. Ask any person on the street. It's kind of like the paper ads for them. Meaning Super Bowl, I have the the trucks, I have the days, I have money to spend because of subconscious, not not so much about consciousness. And I'll tell you something else that you're going to laugh at me. So what's stronger by the way, conscious or subconscious marketing? I believe subconscious in my opinion. But even the paper has a subconscious. But the same thing is with a video. But the video is differently set. A paper once done goes to the garbage where in a video you have it more. Now I believe that with time video advertising will get more expensive will be the same issue to a certain point and you're going to have to come up with clever new ideas how to get your point across. Right now the big guys don't feel comfortable to come on screen and talk as much there are some but very very few. So right now I use it to my advantages. Correct. I am not going to tell you that this is going to be the way it's going to be ever. And I do believe that eventually marketing on in on a social platform is going to be by far stronger than paper. As you can see, yeah, papers is slowly slowly going down. Yeah. Yeah. You wanted to say even more before you remember what you wanted to say. Um, okay. So interesting. First of all, also I want to give a shout out to Power 7 Group for hosting us with the beautiful fish from Guide Tasting the Fish. Okay. We just talk about it, right? Food is what we say. Oh yeah. Okay. So this is very very interesting because what I found with the social media is that I I do see certain campaigns and I've had many clients already that I and compare a paper ad campaign they do s a paper ad s the social media campaign. I didn't think we'll talk about this but isn't the mention saying about marketing of food and they tell me they tell me kick down results of social media which is a lot a lot cheaper. Social media is 3500 a month. For 3500 a month, all you get is one ad. And the designing and the guy planning and branding and whatever. One more point, Ellie. I want to add because you asked me earlier. I want to make sure that I bring out you said something. I want to ask one more question that I want you to answer on that. Yeah. Why? Whenever you go to any place, you'll always see a Pepsi machine, a vending machine right next to Coca-Cola machine. You ever thought about it? Yeah. Next time you go anywhere, watch. You're always going to see not two different locations, one next to each other. Why? No. So, I'll talk about one of the companies that I bought a market just the concept understand that everything that we do, when I say we, I'm not saying us and me and you as personal. I'm talking about us as people that try to explain what it is that you do. The reality is that when there is Pepsi or Coke, the conversation is which one is a better Coke or which one is a better cola. But the concept is cola is here. Which one do you want? Which one don't you want? So I'm going to tell you a story interesting enough and actually we have that as as one of them to show you an idea is actually this company. So this company is a Meister beverage company and the funny part is I told you I really didn't want to do anything as food because I really don't want to sell anything here. But to bring out the point that I want to discuss I'm when he came out with this product which is basically vitas which is basically a cusher vitamin water. That's the idea. Okay. When we came out the first few months when this came out which was about 18 months ago when this came out the first time it was a struggle. Why? Because a person came into the store saw this product. Oh cost a little bit more what I don't need water is perfectly fine which could be true maybe I don't know but this is reality they said once there was competition out which there is right now two or three competitions out in the market doing the exact same thing. Yeah. Now things changed. Now it's not anymore it's vitamin water against vitavasa. Now there is the non-cooser one. It's if you want it, buy it, drink it, enjoy it. But if you want kosher, there is vitavasa kosher. There is vitus splash kosher. There is this kosher. Which one of the kosher ones is the best all of a sudden because of competition? This more than quadrupled the sales since competition came out. So somebody's going to ask me that question. How is it possible? Right? He took away part of of the market share. Correct? Because we make this product. So back to the conversation that we had earlier about Coke and Pepsi when there is next to each other cola is here. I'm going to do everything for you to buy Pepsi if I'm Pepsi. I'm going to buy Cola Coke if I'm a Coke guy. But the concept cola is here. Everybody else this is what the Velzo competition brings customers. Right. Absolutely. And I want to say a beautiful point on that is that regarding podcast which we're recording now and we are number one podcast but podcast and mention going to mention this but I told the people you know and podcasters I said because it brings more it brings relevancy to the podcast industry. We can argue if it's a good or not whatever extra but meaning that people ask me I say, "What do you mean?" So, it's beautiful that you said, "Can I even make it a little bit deeper?" Yeah. And I Yeah. If not millions of podcast, some of them they're very good. Some of them not so good. Some of them are controversial. Some of them is straight to the point. There's all different kinds. But if you put an effort to have a quality podcast and then someone goes to other people and listens to other podcasts that are not so quality based, don't you think for one second that's only going to drive. Look, I listen to Ellie. I listen to the other guy. I listen to him. I listen to him. Okay, for me those five people are my five favorites. You know why? Because I enjoy the way they talk, the way they behave, the guests that he has on his show. He's this, he's that. My point is by having the opportunity of other people showing whatever they do. Yeah. If the guy is that good, then I can learn from him and I'll know how I become the best podcast out there. If someone is doing things that I wouldn't do because it's below me, it's not my dignity to do that thing, then that guy is going to say, "Okay, Ellie is my guy." And that's where I think is where I think where either way. By the way, I'm noticing that English, but English is fine, by the way, because English mention English. They say, "What do you mean? I I speak English. I don't want to say in the meish." They're like, "Okay, most people that speak Yiddish still speak." So, I'm okay with it. I'm okay with speaking it English because especially because it's food and we're going to talk a lot of so mostly I would tell you is I had that with Frey when we did some videos and I got some phone calls from from his cousin from his listeners from his from his followers. Yeah. Why always speak Yiddish? So the reality is that the way I started and obviously we'll share we'll have this conversation where this all started and how we got into these things is that I am born raised I grew up in Williamsburg it's details but I learned myself basically when I was whatever I was like I think I was 18 whatever that was about that age I literally wanted to know English and obviously I knew the books papers and I learned English on my own. Novels or the news news uh uh essays history history not so much but more what's up I I like I like to know what's happening. I like to have an opinion on things. I wouldn't say that all my opinions is right but I do have I'm pretty strong minded when it comes to certain things. I love to have conversations. I'm very social when a part of what got me into sales is actually the social connection. It's interesting, but I'm sure we'll get to it with with the time. So, right. Um, okay. So, before we go into the story is what is your opinion on on kosher kosher food and Jewish foods? No. In short, it's a store in Florida does not belong to a Jew. Okay. They have some Middle Eastern. So maybe there are some people who are Jewish from where they come from, but I mean nothing to mean they don't keep Shabas. It's not cashes based. And I know one of these customers buys every month 250 cases. It's a product I don't sell, so I'm not trying to sell anything of the gel gilt fish. Wow. You hear me? Okay. That's called non-coosher Julie. Although the fish is kosher food. My point is there are certain things like second a Delhi in Manhattan. I'm sure you heard about it. It's nothing to do with kosher. It's just a like type of food. There is no in that place at all and they have all they don't have pork and they don't have the types of food. these type of things that they sell for the person that it has some background and they connect with food, right? Okay. So, so, so we're narrowing down Mexico. Why? Simple. So actually no way outside world if there's a U on the product. Correct. But you gain so much by simply opening yourself to become part of this $26 billion industry that if somebody only eats kosher if there is no U no star K or no any under the valuable logo they won't touch it. So he's the one convincing goa companies put it up we're just going to come check your plant once the ingredients is get and you'll tap into potentially another 1%. Correct. That's exactly what they are doing. Now obviously if you're going to do a tri item they're just not going to give it to you. You have to follow their their their lead what is good or what is not good. They tell you they have certain items are easier certain I don't people don't know that people think that that that OU or star K are this. It's not true. I think is meaning whether it's a school of mother whatever that is part of it because that's the big question is okay so why don't most people eat okay could be could Okay, as far as I know do eat or you some Lakewood most of them do don't say most because don't as you go yeah don't Obviously because based off the mention was at least in the warning. the point because correct am I right? So point is the concept and again ask your local roof of it. for the clean. Mhm. how things are were when used to be. But but but but the concept is as regulations not necessarily being that it's owe you does not mean in any way N this is the the office. Okay. Whatever. So this is perfect laidback. Um but it happens power seven group. check the company get checks. Okay. of a congregation. So they send you back money. Oh wow. This the business model. Amazing. So yeah. So this anyway. Go ahead. Um yeah it was a um okay I got you at the end of the day if you look at the views mentions that they like this idea meaning just watch mention watch mention anyway but anyway okay the details behind it. So if anybody else I'm sure you can comment on that u okay equipment [Music] which is absolutely a problem If it's so yet again simply don't touch U for that reason they don't know why correct anyway so go for it in a human being who we are. If we know my I trust him. I know who he is. Then I trust that whatever he tells me to do I do and it's on him. If something is not I I question right but this is just for the conversation. So can we talk about that? Touch on that market. How to do tissues which is just as an example starch starch I don't have a trustable source to know what to do likes pressure to on him. My point is Right. Wow. Once that's done, I'll tell you what my mind tells me. Okay. So, fishy fish only because you don't know how and which way it's cut. Now, if you go to the market, if you go to the market and you buy a complete salmon, [Laughter] A side of salmon overall. Yeah. Side of salmon. Most probably because it's fish. Because it's fish. It's a salmon. Atlantic salmon. according to 99% chia seeds, flax seeds, oatmeal, spices, spices, maleens. rules. Okay. Oh wow. If you do it officially. So in my point is food industry there's a minimum but the minimum is days and days butcher butcher They come into the store and they check for it. Wow. This is how simple but not necessarily so comfortable. Wow. Food is is our very second days in Mexico. Yeah. Mexico. Mexico City actually, vegetables, spices, like literally stores. It's called shelf stable milk. mention in products in companies of of prospects, possible prospects down the road, but just mentioned Because at a certain point it kept me really really busy. What it means? So you get a compliment genuinely. You made my day. Now did it actually made my day every single one? Most probably not. gave a compliment. Shouldn't you be the same exact but however what I just said with idea on a daily basis backend sales people warehouse people the people that do the marketing stay in the office the vendors graphic people that work with social media with the companies that I deal with and I got to be with them. So a chance to pick my coffee information needs to be done. However, it's a good it's a good feeling. I'm not saying in a selfish way. He meaning he's now feeling good that he saw me. He feels like it's his lucky day and I'm here to compliment that. And I'm here to compliment that. And so fine, you know, if that's the case, let me help you with that. So I'll say back, hey, okay. So you say you want to do it to that person. No, I'm saying I'm doubling down on what you're saying. I'm saying I'll I'll go even further with making him feel good. He's here to feel good. He Wow. Okay. So, because he's feeling good right now, I'll usually ask a name so that he continues to feel good. That is amazing. That is good. Yeah. Human needs, human wants. Yeah. feel accepted understood they accept if I can give to that compliment means everything to me regardless if it actually means everything to me or doesn't mean everything to me the point effort doesn't actually matter what is the mention I'm sure you had that before I'm certain how about you're the guy. I'm the guy. And I know you. You know me. Where do you know me? You You You have something with coffee. How in the world did that? I don't know. And tell him, "Wow, I love the DNA. I got my wow. You just made my day." Did he make my day? I doubt it. But he's a human being. He took a a time of him. Maybe you're right. Maybe some of them is more themselves. Doesn't mean much me. But I'm still that human person that I would like to do when I let's say Oh, thank you so much. I appreciate Yeah, makes a difference. I think in a certain I think that part of social life, having people um that want to connect for whatever the reason is, not always, it's going to work for you. Yeah. But if you can help a person, make him feel good. Yeah, I'll do it any day of the week. Times I'll sit. I can have uh needles in me. I really got to go. I got to jump. But if I see it makes that much of a difference to a person, I'll rather stuck it out, sit there and take because I can help that guy. I think it matters a lot. And I'll tell you one small story and I'm sure you love that part. So I was in the middle of a meeting was a Zoom meeting. I was driving was actually from Lakewood back to this to my Zoom meeting. My phone rings. Okay. Once not now send back a message, please text me. No response. Two minutes later, rings again. Same number again. Please text me because I'm in the middle of a Zoom meeting. I can't right now four times. Okay. I said to my people, um, let me put you on pause for two minutes because it seems it's pretty urgent. Somebody keeps on calling me. I don't know what the story is. I have no idea. It's not a safe number. Okay. I pick up the phone. I said, listen, I'm in the middle of a meeting of Zoom. I see you called me four times. Obviously, it looks like it's pretty important. Yeah. Can I call you back in 15 20 minutes once I'm done? Yeah, sure. Okay. Okay. No problem. I go back to the meeting. Doesn't go about 5 10 minutes later. The phone rings again. Okay, so obviously I'm human. Stop already. Like what's going on? So as I'm there, I said to the people, okay, it was already going to the end of it. I said, "Okay, you know what? I'm going to get off. Let me try to help this guy. I don't know what it is. Let me try to help the guy." So I call him back and I said to him, "Okay, so what's the question?" So his answer is, I asked him on test before I even called him and he tells me it's not a question. I said, "Okay, give me a minute." Gave him a minute, six clicks. I call him up. I say, "Hello, how are you? what can I help you with? So he tells me this. He tells me, "My father has some serious mental issues. He's depressed, doesn't do anything in his life. It's not easy. But every time he listens to your videos of throwing feather with whatever it is, he just becomes alive." And I'm thinking to myself, "Wow, he called me in total of five times. Didn't make sense. I am stressed. I could get wild. Like, why does somebody make make me crazy? And maybe it's for him, maybe it's for his father. I don't know who it was. It doesn't really matter what's the reason for it. That guy called me and explained to me something that he feels about me. Wow. That is the reason why I will always try to be curious to people, very much respectful to people. Now, I'm loud as you can see. I'm not the the most quietest person, but I have an open house. Wow. I have guests coming to me on a weekly basis. Yeah, I spoke to someone. I'm trying to remember. Is she Yumi Sabak? Yep. Yumi Sab has been by me most probably. Yeah. Eight, seven, eight times already. Yeah, that's correct. House open house. Shout out to just got engaged. Yes. Yomi Masto. Yeah. Um, very So I believe I know it's true. So there you go. So yeah, Yomi Miy Brian Rosenberg. I don't know if you know the whole crew. Okay. So that crew. Yeah. Very nice. Um story by the way because you were saying you were driving around. So the story was basically the idea that that person wanted to let me know I'm doing a video to advertise my product. Yeah. That's the reason I did a video with throwing feather right. That's what I did it for. So I did a video for myself and at the same time I helped a person from depression to feel good for just three minutes five minutes as long as the video is I made him feel better. Yeah. story and then you started saying the story. So that was the story where somebody called me so many times that I can get nervous about but at the end of the day you feel like it's wow and that only proves to me that if somebody wants something from you now that doesn't mean you have to be a junkie and anybody that calls you any single time you got to be available 24 hours a day. That's not going to be the case. If somebody calls you after 9:00 p.m. or before 9:00 a.m., then he's most probably, like I said, there's always going to be an abusive personality and you don't want to have to jump with every single abusive personality, but that's the Okay. So, laser, I want to get into how you started this, but commercial break. Okay. So, and people love food, whatever it is. It's not necessarily the food part that I want to so much focus on or rather where we're going to go into a conversation about how I got to where I am today and the company and the history. So based on that I can just first behind no we can talk about this because this is going to basically take us in to what I want to what I want to get to with the idea of the line of business. So let me just like one company here that we talked about is a company Meister Beverages. It's called Meister. What they're trying to do is bring in to the kosher market with a very good supervision every type of drink that is out in the market but kosher and if possible more healthier than what's in the market today the company is called Meister they are the first company that came out with kosher vitamin V which is kosha vitamin water okay that's the first item that is called vitas which is good vitamin water hydro slim as well hydrolim just came out about two months ago which is until now if You wanted like before a tunas. Yeah. You wanted a electrolyte drink. It's hot summer. You go to camp, you want to drink something. People know about Gatorade. Mhm. Gatorade is electrolyte drink, but Gatorade has tons of sugar, tons of color, and tons of other things. So, he came out with a Gatorade. This is a hydration drink. This is made out of coconut water and sea salt that a lot of people are buying before a tunas. You ever saw these expensive drinks before a tunas? very similar to this is this has no added sugar and it has no coloring so you're not going to feel this overly sweet drink but it's the first company that makes a kosher Gatorade that is the Hydras Slim. The next item is I wouldn't say it's the first one that came out kosher but is he came out with an energy drink regular. This is sugar-free and then we have the regular. It's a energy drink. This world fragr is actually healthy because I understood that it's absolutely not healthy. Okay. So that's the thing because I this company is not necessarily said it's a beverage company. However, on this one he made it specially um healthier by the way for different reasons when he start he works on this product that I know for three years. He heard that there are other big companies since he started working on it that someone else will come out with the same product. So instead of being stuck with idea and come out at the same time and then he was afraid what's going to happen he said let me do differently he started figuring out with the companies what are you trying to come out with they told them what they want to come out with so he made a switch the switch that he made is that he wanted to do one without color without sugar because if the other company comes out with it that will have sugar and color that doesn't make it wrong because as I showed you earlier this has also sugar and stuff Right. So my point I'm trying to say with the sugar idea is if he has something unique, something special. Okay. Now you know what that is. But he is not specifically a healthy type of company. Although he has a lot of healthy products. Another item I can show you. Yeah. Yeah. That's a kick. Okay. That's exactly what this is. The next is market. I think it's a multi-million dollar market. It's called Celsius, which is an energy soda. It's a light energy, a lot of vitamins, and it's it's just it's not an energy drink that is full of junk. rather it has a lot of real good vitamins on any of them. Yeah, but amount for caffeine. That's No, no, no, no, no, no. They had zero caffeine. No cheese. I don't think so. I don't say any caffeine to be honest. Let me see if it puts in any caffeine just for you. Look at the ingredients. It probably has Celsius. This does not have caffeine. Maybe from green tea leaves. Okay. Okay. Okay. You see it? Yeah. Caffeine from green tea leaves. But this again green tea is healthy. Look, zero calories, zero fat, zero everything besides 100 over 100% of so barely carbs. Vitam nothing is no carbs. Zero zero carbs. Two two grams. Oh, you Oh, you're talking about the calories. Okay. Carbs has one gram. We see this one. Okay. So, I guess it's a little bit more sweeter. This one has one. Yeah. This one has one. So, you three grand 1%. That's tasting this. beverage companies is the best business, right? Food product like it sells for the most. A successful beverage company sells for 100% or something. But I think there's less money to be made in a beverage than to make a good piece of food that people know what it is because you can ask for more money. How how much can you ask for a drink? The success from a beverage, the the value from a beverage could be but the reason why I'm trying to to bring out the concept is the difference between bigger companies and smaller companies. There are two people in the company, two partners. Someone is learning half a day and the other one takes care of the other way master and the other part is doing with other parts of it and all they do is they open a beverage company because he wants to give he knows how many Gatorades are being sold. some of the items absolutely forget about gosh companies let me you can try to get I don't think will even talk to you but you can try Jake Paul from friends and my point to you is that these big companies to get some business model when we spoke about this like with the company he wanted a regular exactly the same should be colorful should be goodlook should be Sweet. Okay. Then he maneuvered because this works for him. What works for him? He comes up with ideas as of right now hasn't been in the market and he wants to be the one that provides it to the kosher client. Wow. That's what he wants to do. That's his goal. Kosha Mahad obviously everything. And I can tell you they put in a lot of work and the reason I'm saying all these things is and it sounds like I'm in the company. I I just want to bring out a point that it's important for us and for the listeners to understand the reason I'm saying these things is I know the years that these two people have been busy thinking about what could be done, how can I solve a problem, what can I do in the marketing. I'm saying it specifically because I know the work that's been put in and and I dealt with them that it means a lot. They put in so much effort. They're not a big company. They started out by four products to 10 to 15 and now they have over 20 products altogether. You know the product which actually we don't have here. You know what five hour energy is? So that five hour energy I drank. I walked down to over an hour. We walked to Jacobson. Okay. So I said it was I came home was about 4 4:15 we ate the then we went to sleep after the we so That was a conversation that we had on is that we enjoy those those we really want to go and we went and we did it. Yeah. But why why is good but my main point why I I we bought these items is you would know how many hours days and weeks and months this guy has put in to make the product. It's irrelevant if I love the product or I don't love although I think he makes a solid product. I've tasted all of them them and the competitions and stuff. I think he has something really good overall. But my main idea is the passion that when he talks about his products, the effort that he puts in that his product should be the way it is. The labeling you would see how many shapes he made of this before it came with this logo just to show people that when somebody has a product, it's I call it their baby. They work with their product. When they work with their product, they are willing to do whatever it takes. Sometimes these people will give you a much better quality product because they put in a passion into their product rather a company like my label. They actually do something different. They did not take a different company put into their bottles and stick it. Yeah. This is so far my favorite. Okay. Because this is a little bit more to the Swedish side. Depends what is it that you want. Yeah. This makes a lot of sense. No, the andra is like it's good. You have to understand what you want. Do you drink Gatorade at all? Then automatically you won't be able to understand the difference. If you're going to compare this, you can compare this only to energy drinks. You want to compare this, you can compare this to Celsius, but only the sugar-free Celsius. Otherwise, you're not really comparing it apples to apples. Then you comp then you're comparing it apples to oranges. But my main point is most of the companies that I deal with, they have a product because usually it was born at home like to playing around with certain things. Somebody's making good product and the sugar debris that the cousins of them. Wow, you know this is amazing. How about you make it for me as well? And from there, how about you make it for the local store? And then it goes and then maybe I can bring in okay let me call this laser. Let me speak to them. Maybe we can do something. And then all of a sudden it starts going going. And now I can tell you Staples that everyone knows about that I was the one who pulled out the first box from that person's kitchen. No jokes to get it on the shelf. Right. You ever heard of the company Baker's Choice? Yeah. I was the one who delivered the first piece. Wow. Devash, I was the first one to deliver the first piece. Now there's a lot of things into distributing and sales and details and and we learn like you said, I think um what's his name? Bud, they had him the salesperson. A lot of things you guys discussed there is very interesting. He's a smart boy. 22 years old, 400 clients. Hello. I could have been his father. Yeah. You would not believe it, but yes. Wow. Wow. I already have an Oh, wow. Just so you know. Wow. So um one last question before we start with your story is how how do you ta sell this meaning passion of the ve shelf what what's what next video boom people buy it all the stores how so how do you make sure as mentioned and they take this product again so let me be very clear there is for sure items that for whatever the reason is because I cannot click with that product I will sell the product but because let's I give an example I hate olives with a passion tell you stories about it I just can't handle it not the smell not the taste so I will never make a video on olives even though it's a product that I sell and I know it's quality and I could most probably come up with quality if I do a video on a product I see something either I see the passion in that person I know that okay this if not this there's something else coming tomorrow that person has a mind of its own he's really into his product or if I see a product that actually solves a problem right I'll do a video about it I'll give you an example I made with with with him the video on the cereals I made first one video with with pillowit just overall as a company video on the items then I specifically went with him and I did another video on a particular cereal which was the fiber not fibon called by It's called brand sticks cuz 501 is trademarked. Couldn't do it with their name. So we did it we did it with idea of fiber. Why did I do that video? Okay. Because people ask questions and I always listen to the messages coming from fro from and from these old people same with you. You have comments let me know. I'm here to try to explain as much as I possibly can. This is what I'm trying to do. So I went with him because people didn't first of all the name did not click. Fiber one. This is called brand sticks. They wasn't sure. Then I get from some people that the look the fiber one looks much more appetite like it's better the the color is better and different. So that's when I explained the video that I did with with Frey for that exact reason. And Fran asked me that question. I think that's why I did actually a live promo uh people to see the differences and I showed it on the box. You look at fiber one, you look at the ingredients. There's about five ingredients that you would know what it is. You would never ever take anything out. And fiber one is a healthy product. People pay $9 $10 eat but they don't eat yan. Hello, you don't eat yoshon and you eat fiber one. How? Well, you you eat healthy but you take in some starches and stuff that you will never allow your body if you know what that is and you think that is healthy. So, how do companies get away with it? How does a company like Coca-Cola exist when we know that that drink is really simply unhealthy? It is unhealthy and the reason they go away because it's good. 40 grams of sugars because it's good. Let me ask you a question. Why do you think Fiber One is making think the world is a fake? If 90% of the foods are just pure garbage that and we know what bad foods does for for a person. You seem health conscious and you look Yes, I lost I I have been bigger in my in my years. I'll show it to you later. But no, you have I'm saying like how is it are most people just really not conscious and McKenzie I told you earlier about subconscious and conscious you can put that into that boat. Now people don't really understand. They don't even know when they see fiber one beautiful healthy start your day nine vitamin whatever veget they know they have paid millions of dollars to make that scratching your head that this is the healthy cereal when in fact it's far from it. Now the reality is and that's good to know people don't know this details. It might change now because RFK came in although he's a crazy guy but he is now the health whatever he is in Europe they have a lot more harsh rules what you're allowed to give to your kids or what you're allowed to sell as a candy even a candy that you get from Europe and a candy you get from America the candy from Europe is going to be at least 30% less junk than American candies. Oh wow. That is the reason why the morning cheer cereal that that we spoke about is wick approved. Even the sweet cereals, never before was such a thing. Only thing that was ever uh wick approved in in in in New York and New Jersey were the fiber one were the cornflakes Chris Price and regular Cheerios. That's it. Wow. Wow. The cereals and morning cheese, even the honey nut Cheerios, even the honey nut cornflakes, the chocolate corn flakes, the chocolate balls, sweet cereals is wick approved because in America, they allow you to put in I think 12 gram of sugar, whatever that is. But being mine is from Europe, the maximum they allow you to do is nine. So 9 g sugar in a box of cereal against 12 grams of sugar, 12 is already over the 11 threshold. So the nine is approved and the 12 is not. So, a person that really wants to eat healthy and you have an option, that's why you're here. So, this is now I'm solving a problem. I'm giving it to you. But fiber one looks much nicer. I agree. I can make mine nicer, too. But how do you think they make it nicer? There's a process. You'll find out the process they do is very unhealthy where this process not. So, yeah, the color is not color is blinding. You know, colors can buy off anyone if you know how to do it. That's what marketing is all about. story. It's all fascinating. Um, I'll tell you why I know kosher foods and it was just very interesting and I said you know what like I feel like so I I would love to hear your story so long so this is the story but I think it's it's pretty fascinating overall how it started so obviously that business yeah Um I started working this company was September of 2005 company Masterco at that time it was called Nman wholesale. Wow you came a long way. A long way. Wow. Now tell you even more than that I have done in this business every single job that someone can only have. Was this your first job by the way? Like others? I did I did small tiny job. The I started out my career after I got married. I did um fencing. Okay. It was fencing first and then air conditioning first season. So it was fencing, air conditioning. I think this were the two I did for less than a year and less than a year. Okay. As it wasn't the thing that I really enjoyed and my main reason why I didn't enjoy the air conditioning thing I think although they were all good people is I felt I can do anything. I put my mind to it but I need to understand what I'm doing. I can just not be a person where do it because I told you to. Yeah, I can't. In the construction, the way it goes in, you come in, you know, right? You're a manager, you don't know anything. You have a manager tell you do this, do this. If you start asking questions, so why do I do it this way? Right? I had example, I did a job once, whatever that was, and he tells me, shows me, and I do it. The manager is not there for most of the day. It's after five hours non-stop work. After five hours of non-stop work, I'm done. He comes in turn on the light though. That's not from here. That's most from the inside of the room. Yeah. Okay. Okay. So, um um so he comes in after four or five hours working my alone. I did it on my by myself. He tells me, "Oh, I don't like it this way. Turn it other way around." So, basically, I had to open the whole thing that I worked for four or five hours and just change it a different way. Now, I didn't mind. You're my manager. You tell me to do it. I listen. I do. Uh but when I asked him but why why did he tell me first to do it this way and I telling me this way you're not here when I do it when if you would have told me three hours ago I could have said you feel like my work doesn't really do he felt that I'm challenging his authority I said I'm not ch not your authority I really want to understand so the next time around I can make that choice even if you're not here knowing this is the right way and this is the wrong way but he didn't feel that way so I said listen if this is the situation I'm going to find something Then I went out to work for a fancy company but that fancy company was a different story. It was interesting how it went all along. It's a different story maybe for another day. So that was basically the first two years. Then that year September fencing is when I joined this company. I joined this company. You knew that sales. I did not become a salesp person at all. This is one of the things I want to tell you about you spoke with Bor later down the the situation. No, when I came in, I was actually a truck driver. I drove to deliver. This company was a small, tiny company. It's called Nimon Wholesale. Uh the boss of the company, his name was Kim Alton Nimon. He died about a year and a half ago. So now his kid is in the business. Mhm. A doll of a person that you'll ever find in your life. Legit. They are not very few. They are very few people like him. Okay. Like him. Anyway, um I came in there. So, basically how the business was at that time, we did half shipping like pick up and deliveries and then we did a little bit of food at that time when I came in 2005. We started out a little bit. He used to have a truck. He used to pedal off his truck at that time. All these items were not on the shelf. There was no such thing as coco with sprinkles in our store. So, he used to go into the store, put in little literally two pieces. Yeah. Two pieces chocolate sprinkles, two pieces colored sprinkles. for those who want to start. At that time, it wasn't normal to find these things in the commercial market. It was new. It was new concepts and new ideas. We had tuna, he had some coffee, he had some clients naturals, he had a lot of different things. But at a certain point before I came in, he made that choice that he can't do everywhere. He's a small tiny person. He's going to more or less go to my Monroe. Mony mainly, Monroe a little bit. That was his concept. So when I came in and then obviously we did pickups and shipping and delivery. So we had swur all the swur and all stores in mimi monro used to send me go pick up by this company boxes by this company boxes but then I used to go around with a van and I used to pick up all the stuff from these stores I used to go to the stores and deliver it to them that day. So I picked up and delivered and I had some other private deliveries. People were coming people were going that was gone for a few years and then on Wednesday he used to go do the sales all week when I was doing the pickups and deliveries. He used to do the sales in Monroe and then on Wednesday, one day a week I used to go deliver it. Five bucks there, 10 bucks there. That was basically what I did. I think it was in 2009. [Music] I think it was 2008 or I'm trying to remember when it was exactly when I think it was my brother that got me the job if I remember well originally. Yeah. And he asked me a question. He asked um would you mind you know that my okay your boss lives in my he does the sales and you do everything. Would you mind on Sunday before you drive in, right, you would go to some stores in Monro where you live? I used to I lived in Monro at the time. Okay. Uh and you would try to do some sales extra. You get a bonus. You get your paycheck, whatever that is. You get another 2%. What is there to lose? Amazing stuff. I said, "Listen, I never did sales in my life, but I don't mind. No, I have to go. I'll try. We'll see what happens." That's where my sales career started. Wow. I went into Monroe, started to going into items, trying my luck. It took about a year to two when my boss says, "I don't know what to tell you, but your sales in Monroe has beaten me by any measurement I can only give you." Would you mind also taking over the sales in Muny? Wow. This is what he told me. And I said to him, if this is what you want, I'll do whatever you want me to do. I'll work on it. bought I explained it to them at that time of the shipping thing is good meanwhile however there's also another story with the shipping thing I used to do shipping I told you earlier on the for the sum stores so there was somebody that used to live in bar park and he used to work in my malamut wherever it was so all the one day he said I go every day anyway so he went to the local uh bookstores I used to charge I remember $5 a box to deliver a box pick up and delivery $5 he came and said listen I got to go to my anyway local you deliver how about he called up a store Monty and he asked him, "Listen, how much do you pay for a box delivery?" He says, " $5." So he says, "How about they deliver for free to my house, to my porch, and then the next morning I'll bring it with me when I come to my anyway? Pay me only $3. Is that a deal?" Yeah. And that store made a calculation. You know, at the end of the year, you're talking about a nice few thousand boxes, $2 a box. Yeah. I mean, it could be 10 $20,000 easy. Yeah. So, it didn't even bother me at a certain point. It just bothered that idea. You know, I am here for business. I do pick up for business. That person just as a by the way it's like anybody coming in like Tom Shabas coming in front of evergreen anybody that walks in why you going to buy okay you know here you go no I mean you want to be shabas find out who needs it send it quiet don't go front of a shoe store say oh yo you I don't have shoes let me give you shoes don't do it in front of that store that is the concept that that that felt but it's it's just an aside so that's when um um um that's when I started head of sales. That's no that's not a guy of sales. That's when I started doing alone sales. I was the only salesperson. I did my and Monroe and then I think it was 201 12 when I took over the the complete sales department and after I don't remember the exact time it's a year two three I hired my no it's a little bit it's a little bit later down the road was I did the sales myself for most probably good five six years and then I hired my first salesperson to help me being that I can't why is because I wanted somebody to take over Mono which I have worked hard to establish um my sales and learn on it and I learned a lot and I can tell you stories pretty interesting stories but once I hired him I could go to Williamsburg and then to Barpark and then to Queens and to five towns Monty Monroe the cat skulls and slowly slowly right we have been we've been expanding expanding expanding and right now we are a team of 10 salespeople wow can I going everywhere wow wow wow okay so and yet bestow but involved maybe just sales no sounds like you're involved in production of the product not necessarily the production itself where I deal with the companies direct. So when they need advice on something on a label to decide, I deal with all my vendors because what I try to give for my vendors is something they'll never be able to get anywhere else. When you are by a big company, it doesn't matter who the big company is. You're just a number. You're one between thousands and thousands of products. If they going to be busy with you all day, every day for every little thing that you have, they can't do it. That's not the way the setup of the big companies is. The reality is when a person come up with a product, puts in a lot of effort on a product, sometimes he just wants to cry. He has a bad day, sometimes he wants to little tiny things, issues has nothing to do with you, right? But they need a listening, right? I give it to them, right? So I basically have to go through a distribution company. Correct. anti grocery and hey ne man. Are they even going to listen to me? Maybe he's like in the front for free. Maybe if he likes you, he might do you the favor. But you ask me if you're going to be able to succeed that way, you won't because how how many groceries can you cover and also produce the product and also build the product. Get your money, get your products on the shelf and make sure it's staying nice. You produce the product. I don't produce and talk about the if you have a product. You're asking me if you make a product. N okay. Now let's say I do produce it. Distribution can What do I mean? Who produces the product also? You think? Yeah. So, when are you going to produce it? When will you sell it? When will you pick up your money? When will you make sure it's on the shelf? When will we be Williamsburg? When in Bark, when in Flatwoods, when in Cronage, when in Lakewood, when in Toms River, when in Deal, when in Muny, when a manga, when in the Cascals, when in Florida, when in California, right? So, just talking. So, that's why you deal with a distribution company. So, that's why I do the part of distributing. So, they have to be busy with producing products, coming up with products like you see all these different products. Yeah. And then I come you another example right there's so many different products but just give you an idea there's a company Melman mayonnaise okay first of all I the reason why I like about it is because when he came to me first and if you get to meet anyone I don't know if you know who it doesn't matter but when you would ask him the question why I asked him when he came to me twice as them please no I have mayonnaise I have the company Balabusta that has different unique products with the check beans another thing we can go into later if you want but I they have already mayonnaise so I wasn't was interested in the men. But this guy kept on calling. I heard crazy regards on you. I need you. I said, "I hear you, but I I can't." So he kept on nudging me. Why did he want you? Because he wanted you to put you into the stores. Because No, because the effort because you bring sales. I bring sales. And the way I take a product, how do you bring sales? Just because of the video or you also videos is just part of what I do. You bring the sales because you talk to the groceries. You talk to the groceries and you convince them why. Talk to people. I have no issue stopping anyone at a grosser and asking them. No, ask them to try it. I always say to people, I will ask you only once to try my product. If it's a second time around, I will not ask you again to buy it. You know why? Because I have no interest in you buying a product that is not made for you. What I do want is that if you give it a try, if you see a product that piques your interest, right, don't hesitate. Try it out. You'll find out. If you don't like it, you like something else, go for it. Okay. So, he came the reason he came to me three, four times, called me a lot of times and I said, "No, no, no." Mhm. About the fifth time, whatever it was, I said to him, he kept on, you know, when people I'll tell you stories about sales, you understand where I know it. So, if somebody doesn't stop, okay, I told him the next time I met him, he said, "You know what? The next time I see you, bring me a sample. Let me at least try. But do me a favor. Please bring it with crackers because I can't eat some plain mayo." He came up to wherever the meeting was. He brings me this bag of mayo, a packle of of of Melba toast. Brings it up and the first I take is a piece of Melba toast and I put on some mayo and I bite into it just to feel the difference. For the first bite, it took me a second. Then all of a sudden, this is different. This is not the same of the other ones. Yeah. So then I took away the cracker, just take a spoon, filled it up with mayo, and started like licking it to feel if there's something what's different. Yeah. Guess what? Regular mayo, uh, commercial mayo is a heavy duty mayo just like this one, but the taste is more vinegary. You ever eat mayonnaise in your life? You know what I'm talking about? The vinegary part of mayo. Very into it. Okay. No, but I'm sure you use it in in in tuna, you would know that it's more like it has like a vinegary aftertaste. Okay. You ever had himo ever in your life? No. Never. Okay. I did. So, people who know the difference between commercial and homemade mayo. Homemade you make more Okay. Usually pis a lot of people do it. Even people that don't do it all year. Mayo is more lemony, less vinegary, more lemony, more like a a homemade texture taste concept. And that's I felt the difference. Then it clicked. Okay, there is mayo and then there is mayo, right? And that's when I said, you know what? I'm going to try and gave it to people to taste. Before the item came out, I had a big bucket that he sent me. I took containers. I put in like a few spoons of small, you know, these 4 oz containers. Closed it down. take took care of my car. I started calling up my people friends. Yeah. Would you be willing to try a mayonnaise for Shabas? I want to give you to try. I want to hear your feedback. Honest feedback. I did not get one complaint. Everyone said he produced the product once you decided that you'll take him in. He produced the packaging and all. He produces everything. He ships it to me. I buy and I sell. And before that he had to do it himself, I guess. Correct. Go to which is almost impossible which you can do it locally in a few stores. You're never going to be able to sell. Is there other distribution companies? Of course there is. Okay. Do you make do you make a percent on every product that you sell? I buy and I sell. Yes, of course you make a percent, but it's I buy and sell. If I buy it for a dollar, yeah, I will sell it for 135. So distribution company adds approximately some put more. Some put a few items could be less. Let's say the grocery adds another 30%. That's correct. Well, that's how it goes. That's very normal. The question is if you go overboard, obviously they are. And I'll tell you even more. They are companies who put no issue putting up 60 80% markups because they can. That is a little bit of a hit. That's domination. That is domination. Now, sometimes everybody do does whatever they do, it's fine. But where do I know that that is the case? When you see a product from all the products that I've already distributed in the market, when you see that product and you see one price for years and then all of a sudden there's a competition coming up with that same product with $3 cheaper. Yeah. And then all of a sudden everybody's coming down. Yeah. If the price to come down where you made the line to come down is good enough for you to make profit, then why did you charge me for the last three years that price? Oh, because you can. Okay. Now, does the customer know that? Right. So, to continue this conversation in a story because sometimes the story tells the story. Yeah. I was in Evergreen and Monsty New York. I'm constantly in the grocerers because that's what I do. I go to this sales, this sales person, this grocery, this groceryer, working with him, working with him, doing whatever I possibly can to help my situation. And as I'm in the aisle three there with the mayonnaise, aisle two, where the mayonnaise is, I see young man comes in. He's on the phone on his uh on his Bluetooth, whatever it is, the Apple Pods, and he walks right by me and he takes one of the brand names of the man is. And I stop him cuz sales, you know what did he say last time around? It's not always comfortable. You do what you got to do. And I asked himself, I just want to understand, I just saw you walk by me. You took this item without looking, without thinking. Would you mind trying a different mayonnaise? And he says, no. Why do you want? So I showed him. At that time it was the Balaboo to it. It wasn't even this one. It was Balaboo to Mayo at the time. And I showed it to him. I said, "Listen, it's a new company. I'm trying to push it a little bit. Would you mind trying it? And if you like it, you like it. If I meet you again and you didn't like it, I I promise you I will not ask you to buy it again." Yeah, sure. He takes it. He runs. Few weeks later, I'm in the same aisle in the same guy comes by again, takes one of the brand names and walks. At that moment, I went and I stopped him. And I said, "I'm not stopping you to change your mind again." Yeah. But I would love to know. Yeah. When last time I told you about this new mayonnaise and you sounded very happy, you took it. How was it? Was it good? Was it bad? You like better the other one? And that's why we went back. And he tells me, "I'll be honest with you." No, it was actually very, very good. It was delicious. I loved it. Then if I may ask, why back to that? So I said, "Because when I came in there last time, I looked at the prices. When you spoke to me, you thought that you're telling me something because of a product. I looked at prices and I saw that yours is $3.99. The others were $6.99." I said, "Well, that's why I took your that's what he told me." Okay. So I said, "And now what is it?" I see that the other company came down with the price. Now it's $5.99. Okay. But mine is still $3.99. And you liked it. For $2, I'll take the brand name. This is what he told me which is something people always ask me. Think about it for a moment. I want you think for a second what I'm trying to explain to you here. A person took something we talked about earlier about subconscious conscious and subcon. You don't even understand. So as long as it was $6.99 you felt that that was a better idea. Once it came out to 599 you made a choice that for $5.99 you're going to take the brand name. Yeah. Let's say you're right. That's the way to go. Let me ask a question. So there is a small company that is charging $3.99 because he wants to come into the market. He's doing everything he possibly can to talk to the people. I can save you some money. Buy me if you like it. Why not? You can save some money. You know, mayonnaise go a lot in Jewish house. I don't have to tell you. I'm sure the average house goes at one, two, three bottles mayonnaise a week. You could save, you know, two, four, six, $8, $10 a week. The end of the year, you got a look, it's $600. Just one item. Just proving a point. Yeah. Then when they came down from $6.99 to $5.99 and what is the reason they came down? Because the competition. Because there's competition. You make a choice that for $2 more, you're willing to do the brand name. What do you think is going to happen to this small-minded company that went to $3.99 after the customer who could save $2 says that for $2 he's going to take a a a a the brand name. Now, if the product itself is better, then I'm all for it. I always say I have no issue with any brand any company at any time. If you like the product, buy it. But if the product is no different, it's just the brand name in a food product, which a lot of these product are being made by the same factory, same company. Like somebody tells me, oh, I don't buy uh GEN, I buy Glicks as an example. They both the same company. So my point I'm trying to just in the idea is people need to make conscious decisions, not subconscious decisions. Conscious decision means think, help yourself. So what's going to happen with the small company? They're going to get out of business. And what do you think is going to happen a day after one day after that company closed out? What do you think the prices of mayonnaise will be? $6.99. Who is going to suffer? The person. So technically you are here up against the big companies. No like what's your mission? My mission is to make awareness right now. I feel like you are representing the new companies, the new ideas. The little guy, correct? Representing him. Representing anyone which is an underdog. The little guy, the guy that needs that pep talk, the guy that deserves either because he has a better a chance a chance actually a better product because doing things the small way is much more quality control than these big huge companies. And I can prove it to you on tastes, on textures, on on different types of product that a lot of companies try doing big and small. The smaller one is by far a superior product, a quality, superior, delicious product, which the big guys can't they can't make it. It's just impossible. You got to have that passion for your product that you're really good at. Yeah, you look at any product in the market big and small, you'll always recognize that the smaller companies put in more passion into their particular products than the big guys. And that is the point I always say. So you ask me what I try to do is exactly that. I'm giving a voice to the underdog. Those people that people would not know about them by me doing what I do like you said right paper advertising is the way to go. But they don't even have the money to put it into paper advertising. So what I will try to do at that time is do what I do. The idea of speaking to you, speaking to Fro, speaking to K, speaking to to Ari, speaking to all these people. Yeah. Is I'm I have a busy schedule from day to night. The reason I choose to do it, I feel your listeners deserve to know the truth. What power they have. I set them matters. I know how much in galata are struggling and suffering financially. And I'm sure you know plenty of stories for yourself. Yeah. You could save on a grocery order $50. I'm talking about a family normally. I'm talking about if you buy a $400 $500 order every week. I'm talking about normal families. Four, five kids. I'm talking about a normal family for shabas order. You could save 304 $50 $60 a week. Yeah. Now take the calculation. $50 a week. That's $5,000 a year. And it's a full-fledged vacation for you and your wife. Why? because you think you have to or you don't think subconsciously whatever they wanted you to know you know. So I try to use your platform for your listeners Fre's platform for his listeners and so on and so forth for every single person. All I'm asking don't buy my products obviously buy it if you can but it's not buying my product. All I'm asking is read the labels. Yeah. Check prices. Check quality. Find a product you like. You don't you it's okay for you to spend more money if you think that the product is a better product no matter what. Just like I'll give you an example. You have a mic, right? I can go in a store and Walmart buy for $10 a mic, but I will never tell you how do it. Why? Because you are professional. You need to have good quality mics so everybody can listen to you. So, you're going to pay $500,000 a mic because you know the value. Yeah. You can buy a drone for your kid to play. You can buy a drone for $25. It's going to crash the next minute on the roof and then they're going to call fire department to take it down for you. Or you can buy the real ones and pay $1,200 and it works. Now, I'm not going to tell you to go buy it right now, but for the idea of explaining what is it that I'm trying to do, that's exactly what I'm trying to do. Smaller companies deserve a chance for them and for you, for you yourself alone. By helping the smallminded people, the small tiny companies, you are helping yourself a lot more than you can think now. Because we live in this life today where everything is the short term. We only think short term. We forget that most of the things happen in the long term. That's one of the things that I wanted to reply on on what Borak says when we talked about a salesperson. When to when not to be pushy depends how you look at it. If everything is about the short term, all you want to do is get that sale, get a sale, get that sale. But if that sale is only going to be a one sale, like you say, a roof and that's done. You keep on running after one person, one little thing. What does it really do? If you go the different angle, right? Now it changes. That's right. I think every salesperson needs to have the the mindset long-term. People ask me, "So, did business bring you relationships?" I said, "No, relationships bought me business." Right? So when I go into a store, the first thing I'm trying to do actually get to know the guy on a personal level. I truly genuinely enjoy the relationship that I have with people. Doesn't matter if I make the sale or I don't make the sale. I appreciate the time, the the the wisdom. Every single person has something to share with me. that is the people from sitting in the table the other side that have the power or the person that called me earlier saying that I'm I'm help helping his father there is something to learn from each and everyone and that's what I'm trying to do as I do what I do and that's what I'm trying to teach to people in the same way so beautiful wow laser wow wow wow um I do have one more question in mind before we can still either chat or finish up um first of all on everything that you said I think it is beautiful and That's happens to be my passion with the social media is directly the I I feel like we share a a common uh space because when what we do with the social media is we we do the same thing. We bring the product to the customer so that when they go into the grocery they're aware of it instead of trying our luck by putting a product onto the shelf and he should guess that this is the new mayonnaise that he needs by showing them some Instagram videos and the women watch it and they usually shop and make the decisions. They go and they find that product that works. Correct. And we did it with Carbalicious, you know, a zero carb company and their products are flying over the shelf and they're getting wholesale item or whatever. We did it with Dla Chocolate who sold out 55,000 bags and kosher groceries. Who tried paper ads for a year and it didn't work. We did it with uh Skinny Coded and many other companies where just by posting videos on social media, true they're increasing sales like that. U my question to you is how do you tack and make a sale? You come into a grocery, is it by now that they already know you? So when you bring a new product, they're like, "Oh, laser, no problem. You brought a product." Or is it a convincing process? Do you have Do you sometimes have push back from the owner or from the store manager where he's telling you, "No, I don't want to take in the product." A lot of push back. Okay. Why? And and we'll get to the why. We'll get to the why a little bit later, but first idea. Um and again, I'll go back to what Bur had this conversation with you a little bit because I think it's important. Um, one of the questions that I think you proposed to him and I don't think or at least what I heard the explanation from him was very good but I think one point was a little bit okay where I felt like I want to just add a little tiny bit. I don't think at least 99% of the buyers are really good people. Mhm. Like he he said a point that nobody wakes up in the morning with intention to hurt your feelings. Correct. The reality is that when the buyer is the buyer and you are the salesperson, he has the advant he has the edge. Not no not that not the advantage. He is your customer and there's two rules in business. Customer is always right. Yeah. And rule number two is if the customer is not right, go back to rule one. The reason I'm saying that I don't believe in that by the way. And you're right. It's not always if somebody abuses you Yeah. then stay away. Toxic relationships is never good, right? From any angle. why I'm saying what I'm saying. No, also in my business, I'm the one helping you. So, I'm providing for you social media service. Like, when it comes to you, you should send meas and not in an egotistical, not nice way. I understand. Our clients love me. They want So, so what when what when I'm asking you the question, that's why I asked you, do you have push back or not? And I'm saying it because somehow you're here in a sense helping people. You're you're bringing both for the companies and for the people, you're bringing them the new ideas that are sometimes a lot cheaper. So the the buyers should be throwing themselves at you. So let's go on that one. They should be calling you laser. What's the new product that you which they do they they do in a point but I'm sure you have a lot that do that. Absolutely. So at the same point you have to understand you know the old the old word venosi goes back and forth. Yeah. So it works both ways. So you have to understand also there's limited amount of space in a groceryer. Every single week there's hundreds of items coming out and at the same time hundreds of items falling off. That's the business that I didn't know by the way. Yes. otherwise impossible. Think about it. Every single week you see ads and new products coming out. Products that don't succeed don't. So, one of the things that I do with my customers is I'm very open with them. And you've probably had that with hundreds of product. Of course, I've had it. Of course, I've had it. And I will try everything in my power. I have no issues standing in a store and speaking to people, talking to people. goes off. They just if the customer doesn't buy the product for whatever the reason either because the product is not the way it's supposed to be or whatever the reason is that that that didn't go there not the only thing I can do is take your product put it on the shelf let's do some advertising some marketing that works which we came up with idea of talking to people and the platforms that brings so much value even Trump president also said um when he spoke about it one of the things that he felt he won was because his son Baron told him about the podcast now I I I I was never into podcast. I mean it's the whole thing is pretty new but clearly having a dialogue having a conversation with you and then obviously what you mean I mean you and your listeners all at the same time and people will tell me you know even when I speak to Fro and I get a lot of feedback one time I put in my cell phone number you don't know I got blown up to the next level but I I heard back from a lot of C a lot of them I'm talking about hundreds details on certain thing people honestly don't know like I told you when I started this conversation people react subconsciously they don't react conscious the Second the person starts thinking see you know what right there's actually truth that maybe I should look a little bit why am I complaining so much but I don't do anything to help myself in that round right so you're sitting down with a buyer and what happens so under normal circumstances there's a relationship so you're talking about now someone has done it for so many years so it's a little bit of a different story can have a conversation first of all I have to believe the product so you're going to ask me a question so what if you don't believe in a product that you sell I am sure there is more and less but I will always find something really good about the product and when I find that good part in the product no you can sell that's what I'm selling another thing a salesperson you as a question also a few weeks ago a salesperson does not sell a product wow a salesperson sells himself wow the product is a po of being a salesperson that's not it I am not selling you this I am not selling you this. I'm not selling you this. I'm selling myself. So why do you think this is better than whatever? Sometimes it's going to be a regular canned tuna, but no, I am not better than the other company tuna. I still want to be on the shelf. Would you give me my space? Obviously, if I have a relationship, he would say yes. I'll give you a chance. If it doesn't move, I will take it back from you. That's another way I do business. What do you do then? What do you mean? Listen, if I can get to another store, only if I need to take it back after 3 months. So, you have two options. Don't do it and don't get in or do it get it and hope that it will take off. And if it takes off, you're good. And if it doesn't, you do something else. But because you took back whatever didn't go, he will gladly take another chance on another product because maybe that will hit. So now I have four products from a company that I tried. Two picked up, two didn't, but at least those two got into the store. Otherwise, these two would only be in the store. Now you have minus four. So what is the point that idea but I want to bring out the point that I said earlier buyers don't like to scream on sales people. I'm talking about overall there's always going to be a a idiot of a salesperson that people just cannot stand and when that happens it happens like in any industry I don't have to tell you however I think most of these people are really good people u but to explain what what ends up happening he's the buyer day in day out sits with people all day every day this morning this day his wife screamed that was nervous his son didn't get to school, whatever it was, and he walks into the store and hey, you are who are you? You're trying to sell me something. Do you know what I had? No, I can't say that. Can I now tell this guy my issues? So, no. What am I doing? Just going to say no. Reject them. Yeah. I'm venting rejection. How you going to react to that? Now, if you know how to deal with it, different story, right? So, now I'll tell you another story. You'll get to that point. Sometime maybe too many stories, but it's stories that I feel that when you tell a story, the point gets across a lot clearer than the other way around. So, at that time, I still lived in in Monroe and I wake up in the morning. It's 8:00 a.m. and my phone I have five missed calls. Yeah. By 8:00 a.m. 8:00 a.m. Five missed calls on one customer. That is not a good sign for two reasons. First of all, even if something is crazy good, I don't think there's one person that will call me five time before 8:00 a.m. to give me a compliment. He might try once maybe. Like I said, I've heard it but very little. Yeah. But he might try once. That's it. So um um before I did anything, I have a shitta. If somebody has an issue with me, somebody has a any kind type of issue, I like to face it face to face. Another thing, if sales people ask me that question, I will tell them I will face the music right in front of that person. Why? Very uncomfortable. to give you into you for whatever the reason is because I had a bad day it doesn't really matter why I don't think it comes from a bad space but it happens the reality is that if that comes up that I feel somebody has an issue I will go and approach that person and try to hammer it out right in front of both of us because a lot of times miscommunication misunderstanding didn't mean this didn't mean that okay I drive from Monroe to my so now I found a ticket my doesn't really matter but it's irrelevant okay and I make a stop in my warehouse house as well. I walk in and I say to my boss, I like good morning. How are you? How's everything? I just want to say something before I go. I got I have an issue. Someone called me uh five times before 8 a.m. So, I'm imagining that the guy has something is bothering him. So, I want to thank you. My boss looks at me like, "What the hell is wrong with you?" Yeah. What do you mean thank me for what? So, you know, people pay $200 an hour to go to a therapist. I'm going to take therapy now for free, right? I don't have to pay. It's going to happen, but I'm going to do it. And he asked me what's going on. So, I told him missed missed calls, gone story. So, I I'm just assuming, maybe assuming it's not always the right thing, but I've been doing it for a while. I have a little idea. So, before I told him that, before I left, I said, I want my boss tells me, I want to tell you something, a word that I ever heard once it might help you. He said, "We are same every single day. If you try just to say the simple word, listen to my screaming. You know all the hidden things. Do you understand evening what is being said here? Listen to my begging. Listen to my screaming because you know all the hidden things. If you are screaming at me, you're begging at me. What do you mean hidden? You can't be more clear and open-minded to me. What do you mean hidden? Right. Okay. The answer is it goes just with a break in the middle. So you would think that what I'm begging and what I'm crying for is the thing that bothers me. You know the real truth. You know what's bothering me. Wow. So I went with these words. It literally took me. I got these chills a little bit. I don't have to explain it. I went out to that customer and first thing I said, "Good morning. Good morning. How are I I receive I have a few mis calls. So I imagine something is going on. What is the story? Right? Opens up my mouth, starts screaming his tails off and I couldn't even get to a point like what is really about I don't know what it is. Like what did I what did I do? Yeah. And after like five minutes, six minutes of like just giving him my all. Um so I'm here to fix it. Can you please tell me a little bit more what happened? What is the story? What's going on? So the guy tells me um explain to me something about delivery. Basically nothing with me. Wow. Meaning with my company small tiny thing he wanted to get something at a certain time the truck pure tiny nada. So once he finished saying that um um um once he told me whatever was bound to him and I see it's nothing. I said to him, "Before I came, I went to my boss and I told him that you called me a few times. I imagine there's an issue. I don't know what the issue is. I'm going to go and my boss told me." I finish in saying to him, "The guy broke out in a laughter that you have never I don't find himself in mirror or he recognized that his acting was actually for that reason." And why do I'm really screaming at this? Besides the point I think people need to know, no human deserves to be screamed at. No, because everybody has feelings. There's no reason even if you are above someone to make that person feel below you. I don't think that is the way to go. Bottom line is that day, that order in that place was my biggest order with that customer today. Meaning that day was the biggest order I made with that customer after this little episode that I have. Wow. So now you understand the point. when you hear somebody upset. So, it's two things. Don't ever shove someone down. It's never ever a good thing. Yeah, that's number one. Number two is the second part of it. When somebody does it to you, understand where it's coming from. It's not you. No, that person is going through something and you are the one person that he can tell it to which you should look at as a compliment that on you he will do. He will not do it to someone else. Obviously on the street he has a name. He's a classy guy. With you, he knows he can because you work together or you need him or whatever the story is. Yeah. And I'll just mix one little tiny story into this. I had a person that's a little bit edgy to a certain point. And once I took the gut and I asked him, I say, "Why are you doing this? Why? I mean, I can handle myself. I can walk away. It's all good. Do you feel good when you raise your voice to sales people? Because I saw a few people." And he tell me, "I'll be honest with you." with a smirk in his face. He say at home I'm quiet in sh I'm quiet here is the only place I can open my mouth want me to shut up here too. Wow. So point is how do you look at it? So if you are the one doing it don't do it. It's not nice. If you're the why the recip you're the guy the recipient of getting it understand where the guy's coming from. You think with those two things in mind who else can piss you off? All of a sudden you're a winner. You're good. You feel good about yourself. Confident in that builds, the more you understand that no one is here to hurt you. Nobody's here to get you. Nobody wants anything from you. All they want is be listened to, being heard, being understood. And as a salesperson, if you can manage to do that, unbelievable. Bingo. Wow. I just I'm just telling you the way I see it. Beautiful. I love it. And see how I see it. So I would sit here. It's almost two hours device. No, don't tell me cuz I would tell you. No, Ellie, because I would love you. Almost two hours. I would love you to ask any questions. Yeah, I would do want to do five minutes questions. Fire burn. I was thinking you want to do that rapid fire. First of all, why is this mayonnaise not like this? And why is it like this? One of the main reasons is most mayonnaise is in a big bottle and when you finish the last 3 4 ounces of the bottle, you can't even get to. Okay? Because you got to put it in your hands and get dirty. And the spoon is not too big. There are special mayers. You can pay $5 for special spoon. But am I leaving it in my fridge? Aoy? Yes. And I'll tell you something else. You want to see something very cool? Now, why not? I thought you so. Yeah, you can leave it like this. Okay. You want to see something very cool? Also based on customer reviews. If you think that your views makes no difference. They want it like this. That's the way it is. Yeah. Because the idea is it's a squeeze bottle. So, it comes design of the bottle. I'll show you something that was done only based on customer basis. Okay. No way. says a brighter days meaning all you got to do squeeze sandwich beautiful done different because people told me that the hole is either too small either too big that's why what's your favorite food product you're going to laugh at me skirt steak nice I do it my own way skirt steak I really think that I am a very good chef personally I didn't know that yes I am actually thinking about doing a podcast I love do it at home. I do I did sometime I did the flow and feather. I did once a video on a fruit jam. I have a fruit jam from the company called Passion Ruth which is the only company in the I think in the world. I wouldn't say in the world but at least as far as I could see. Even culture non-culture 100% fruit jam. Wow. Nothing. No sugar, no nothing. Just fruit. It's similar to perfection. And I use that a lot. Not necessarily for peanut butter and jelly, but people use it. Good steak. I use it for flat. Wow. I did a flank recipe. So simple. All you got to have is the simple spice that everybody else salt, pepper, whatever you have these kind of things. Um I mix up a bottle of I you like to use plum jam because it's not overly sweet. Where if you use apple or peach or pier is more sweeter. I like a little bit less sweeter. So cherry or plum which has a little tanginess to it. I use that. Mix it up with two cups of wine. That's it. Jam and wine. The spice the the the flant in a bed of onions and garlic. Pour this on top. Close it tightly. Put it in for 260. Yeah. Four hours. You will have flunking. Yeah. Out of the world. To level it. Do you still go to the grocery shopping or you just go to the truck and you take stuff? And I go to the grocery shopping. I even tell my wife I want her to buy products that I sell because you're supporting it. Supporting it. More than supporting it. I want to feel it. I want to be feel the concept idea the ideas. Wow. I'm going to try to I will do whatever I possibly can. Nice. Wow. Laser. I feel like there's so much more that we can talk about, but I have a good feeling that he would be open to be back for power two with other items because this is a benefit to all these companies and it's a benefit for us the listeners. We enjoy hearing about uh food. So my last question for real this time is I'm good. Do you want to name a few? I would love to do maybe a rapid fire for an hour. I have no issue with that. Again, I might not remember every little tiny detail. Yeah. And a lot of times it can come in a story as you know by now. Yeah. But overall, people love stories, but tell me, I want to just hear a list of the companies that Masterco works with so that people know that one is going to have to remember. Like I said, I have 45 companies that I sell today. Give us the top 10 or the biggest. I'm just going to shoot out names. So, I just spoke about Passion Ruth, which came out very unique, interesting products more to the home style, the homemade type style idea concept. Like I said about the jams, they have a delicious type of corn, different types of deal. They come out different. They came out with yellow fin tuna, which there are other companies out there, but literally if I have the price. So there's like a it's it's a level that you got to play around. We have obviously the Melman, the mayonnaise, we have the Meister, the Coy that is a company. We have Musen, we have Grain Brain, we have Milsteins, we have Egoys, we have Natural Earth, I have Clearly Elegant, I have um uh let me think quick. I have Simply Gourmet, I have Man Appetite, I have Atlas, I have um Jelly Belly, I have um a set above which is plastic dishes, paper dishes, whatever you spoke about that I got to that point. Um I have a lot of different things that maybe is not something you want to like go into details of different kind of stuff that we have. Um I have gel interesting item basically gel for the product, not just food products. No, anything that grocery sell doesn't really matter what is I have kishka the only or the first kosher part of a kishka you ask me so what is the difference my kishka is the only kishka in the market the only kishka in the market that is really made to take the meat kishka which is officially kishka in the texture but which is almost impossible to find everything else today became a little it's like more like han kishka is delicious but it's more like a cake it's flour it's paprika it's oil sugar that's all it is where mine has carrots celeries, onions, that kind of stuff. So, people who want actually eat something real good, that is that type of item. By the way, LZ, you'll be happy to know the only other podcast that went this long was the one with leapish melted. I hope that your listeners are not going to get upset at me. No, no. I felt like food in like we're not doing a healing podcast food different stories different. is very interesting and and it just clank before you end is I truly believe that all the listeners from all the platforms that you deal with. Yeah. I'm talking to you. I'm basically all I'm trying basically to do is open the eyes and the minds and understand it's always good to learn. Yeah. There's a lot of things that I have learned from people that I would never ever think I would learn from them. Wow. Wow. You could learn from every single person and I will never push away a person regardless if he's older than me, younger than me, smarter than me, more dumb than me. Yeah. I will try to give them my time, my ear. I try to do what I have to do and I ask for the same back. No, I'm trying to do the same thing. All I'm trying to do is do whatever I can in any way to make awareness and who knows it can help us both. So I I I was fascinated really very interesting. Thank you, Laser. And uh thank you all the listeners. Thank you for being here. Thank you for liking the podcast, commenting. I always say if there's enough comments and likes and enough questions, then I'll be happy and I believe Liza will also be happy to come back do a part two, discuss more about food, show more food products. Um so leave a comment, give positive feedback. Um if he if there's a way to reach out to them, email number, whatever that is, um I'll leave it also in the description. Um, remember to share it with a friend, subscribe to the channel, or um, subscribe wherever you are. Remember to support our sponsors. There's so many sponsors that we have. And um, also remember that you can uh, subscribe to the membership, which is $10 a month. It helps us cover the cost. And from every podcast, we release a few minutes extra bonus content, which I'm going to do also here with Laser Record another few minutes of us talking after the podcast is done. And that you can watch over there if you are subscribed to the membership. Um, that being said, thank you so much for listening and have a wonderful day or evening wherever you are. Thank you. Thank you.