Latest / UNCHAINEDTV'S Truth Files with Jane Velez-Mitchell / What's The Good Card—and Why Everyone's Signing Up!

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What's The Good Card—and Why Everyone's Signing Up! · UNCHAINEDTV'S Truth Files with Jane Velez-Mitchell

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Live from the Unchained TV headquarters in Los Angeles, California, this is Truth Files
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with Jane Velez-Mitchell.
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Get in touch during the show on socials.
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And make sure you don't miss any of Unchained TV's award-winning programs by downloading
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the app to your phone, tablet, or smart TV.
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And now with the headlines.
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It's Jane Velez-Mitchell.
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Welcome to Truth Files.
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So glad that you are here.
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Thank you for joining us.
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We are live on our streaming network, Unchained TV, as well as across social media.
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Comment, share, be a part of it.
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Let's solve the world's problems, why don't we, in the next few minutes.
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Money.
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Well, it makes the world go round, as they say, doesn't it?
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Wouldn't it be nice if we could use our money not to deplete the Earth's resources, but
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to reverse climate change, to save animals from unnecessary suffering, and still get
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everything we need and want?
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Well, guess what?
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There is a new loyalty program that's going to allow us to do exactly that.
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And I'm so delighted and excited that the founder of The Good Card, which is that new
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loyalty program, is here with us today, as well as some of the businesses involved.
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Jill Ettinger, CEO of Ethos, tell us what exactly is The Good Card?
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Well, first, thanks, Jane, for having us here.
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We're really excited to talk to your audience.
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Good Card is kind of what you just said.
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It is a loyalty program that is focused in the LA area right now, and we are bridging
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together businesses and consumers who want to save money and do good.
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So bringing in conscious businesses to offer discounts, whether that's a percent off of
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the total bill, or maybe it's a freebie.
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There's a lot of different ways that businesses can kind of present these offers to consumers.
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And then for members, we know people love loyalty card programs.
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Half of Americans belong to at least one.
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Eighty-four percent say that they're more likely to shop at a business that offers a
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loyalty program.
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So we're bringing all of those together under one roof in LA.
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So these are businesses, restaurants, hotels, supermarkets, you name it.
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And then all you do is flash your card and you get the savings that that business is
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offering.
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Well, we're very excited that we have two members of the loyalty program, Yoga Earth,
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which is an incredible business.
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One of my favorite restaurants on the planet.
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So before we go to Melissa and Andrea, who are with Yoga Earth, let's introduce you a
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little bit to their incredible, absolutely incredible product.
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Hi, my name is Melissa.
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I'm the founder and owner of Yoga Earth.
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It's our 10-year anniversary this weekend.
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Yay.
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And we're celebrating at all four locations.
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We're celebrating at our Glendale store, our Santa Monica store, our Echo Park store,
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and our franchise Granada Hill store.
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Yoga Earth's unique because we make everything in-house that's all organic and vegan.
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We make it with our almond cashew base and it's super delicious.
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My name is Andrea Castillo and I am the owner of the Granada Hills Yoga Earth franchise
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store.
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Very rewarding to get people to come in, not even know that we're vegan and just try out
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our free samples and be like, wow, this is my favorite chocolate or all the kids.
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This is my favorite vanilla that I've ever had.
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Right.
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And then having all these customers just come back again and again and come hang out
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and honestly, you know, have just the time of their lives over some delicious homemade
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ice cream.
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And yes, I have to admit those were my two dogs partaking of that incredible ice cream.
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They can have a little bit of the vanilla.
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Melissa Schulman, founder of Yoga Earth.
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First of all, your product is extraordinary.
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I can testify in a court of law.
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How does the good card help your, how does it help your business thrive?
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Yeah, thanks for having us, Jane.
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And we're excited to be a part of the good card.
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Um, so I mean, we're basically as one of the businesses that signed up, we're going to
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offer some kind of a discount or a deal.
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And then all the other restaurants and places that Jill mentioned will do the same.
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And then hopefully it will get customers to visit these places more because they're going
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to get a deal at our store.
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They're going to get a deal at other stores.
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And so they'll get to get save some money and they'll be able to support the businesses
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that are doing some good in the world that are like eco-friendly, sustainable, vegan
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or, um, you know, are signed up on the good card.
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And so, so we're excited to be a part of it.
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Well, I am very excited that you're a part of it because I will be going even more often
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to Yoga Earth.
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And honestly, it is an addiction.
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If I'm even within a five mile radius, I find myself being drawn to Yoga Earth.
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Now, um, Andrea Castillo, you are a franchise owner owning the Yoga Earth in Granada Hills.
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So weigh in on how you feel this loyalty program, the good card will help your business.
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Yeah, I think, you know, in very similar ways as Melissa, um, kind of mentioned, but also,
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you know, we opened the store about a year ago.
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We just celebrated our first year, uh, being open on August 3rd.
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So, you know, a lot of the times for us, it's like that newness factor has already
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kind of gone away a little bit.
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And so being part of like a loyalty program like this allows for, um, customers that have
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been maybe just once, you know, cause we've only been around for a year to come back
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and be, um, you know, have a, have a reason to come and visit the store again.
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It's just, you know, another nudge for our customers.
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And then also like new customers, right?
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Like just the discovery factor could be really great for us.
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So, um, I really think with us being like a new location, especially in the Valley, um,
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this is another touch point that I think our customers would be really excited about.
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So how does it work, Jill?
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Um, when I think of a card, maybe I'm old fashioned, but I think of a physical card,
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like something that you hold a piece of plastic, God forbid plastic.
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Right.
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So, so how exactly would I enable myself to take advantage of the good card?
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I'm a little old fashioned too, Jane.
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As part of the reason we did this instead of an app, we felt like everyone was a little
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bit overloaded with apps.
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They need a lot of maintenance.
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Every time I open an app, it seems like I have to update it.
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So we were pretty fond of the plastic card, although we wanted to do it without the plastic.
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So we are launching, uh, next month, we'll have, uh, digital cards that go right into
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your smartphone wallet for both Android and Apple.
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It's pretty simple.
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Once you sign up, um, it just gives you the steps to just go ahead and add your card to
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your digital wallet.
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And then when you're in the stores, uh, you can flash it.
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The business owners can also scan it if they want to verify or double check anything, and
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that will open up your account and shows, um, that you are indeed a member of the program.
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Well, I love this idea because I believe in the vagonomy.
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I don't know if that's something that you're, uh, specifically interested.
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I know you're supporting eco-friendly, uh, companies, but I like to give my money to people
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and, and institutions and companies that I know are on the right side of history.
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And so I would love to see this everywhere, uh, that people are running ethical businesses.
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My question to you is how do you filter, uh, the applications to determine that the businesses
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you're including are truly ethical?
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That's a great question.
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We are working right now, one-on-one with each business.
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A lot of them, I know personally, I've lived in LA since 2009.
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So we are doing outreach to businesses that we know meet this criteria.
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And we're looking for businesses that have a wide range of vegan options to your,
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how did you say it?
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Vagonomy.
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We're also looking at businesses that are supporting, uh, sustainable manufacturing,
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whether that's clothing or home goods.
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We're also tapping into the wellness market.
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We have like-minded studios in Venice, which is a, um, uh, spa and wellness facility.
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So helping people take care of themselves while taking care of the planet.
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We know also that LA has the most minority and women-owned businesses in the U.S.,
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some 244,000.
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So we're really eager to get our members more acclimated and familiar with these businesses
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that are doing good in and throughout the city.
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I just love this idea.
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And one thing I want to just really break down so that we can make sure that everybody
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understands the process.
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So here it says thegoodcard.co, sign up easily, download the good card to your digital wallet,
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start doing good.
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I'll break it down for us one more time.
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I'm holding my phone in my hand and I just really, um, am excited about taking part,
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but sometimes I can get lost in the process.
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Yeah, uh, it's, it's pretty much as simple as the steps there.
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Once we open the membership next month, you'll go in, you'll sign up, you'll create an account.
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There'll be a link to go ahead and download and add the card to your wallet.
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I have things in my wallet right now, like my insurance card, um, my, uh, like Apple cash,
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um, my COVID vaccinations, all of that are kind of in, in the wallet.
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So you can just simply add, uh, the card to your wallet.
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And then, uh, from there you can just go into stores that are participating.
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Um, and the deals will always be live on the site.
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We'll also be doing, uh, regular emails with updates.
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Like for example, Yoga Earth may want to just have a ice cream party on a Tuesday afternoon,
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and we will just ping our members and say, Hey, head over there right now.
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Maybe they're offering something extra as an incentive to come by.
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So we'll be in regular touch.
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But even if we're, if there's no, you know,
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we don't have to have an email from us to go out and use the card.
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You could stop in to read grocery.
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We've got Pura Vida in West Hollywood on there.
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Uh, like I mentioned, like Minded Studios,
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we're adding more and more businesses every day.
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Go in, flash your card.
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They'll, the discounts or the deals will be live on the site,
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which you can access from your phone as well.
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And then, um, the businesses may say, Oh, actually, while you're here today,
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we're also offering this deal.
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So, um, you can kind of grab those and, and it's a great way for Angeleno's to save money.
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It is a ridiculously expensive city.
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So we're hoping that this will, uh, bring some relief to people who live here,
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as well as the business owners, bringing people through the door.
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And, um, and everybody can kind of, uh, support, support each other.
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So I went on your website, which is thegoodcard.co,
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and there was a place to sign up.
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I put my email in.
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So I'll be one of those notified when it's time to, um, is it,
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do you take a photo of something?
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Cause I know I have my, let's say driver's license,
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but I had to take a photo of that to put it in my Apple wallet.
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Uh, no, you'll just doubt you'll just follow the steps and download it.
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And then it'll just add right in.
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Um, just do it's like one, two, three.
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Yeah.
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You just add it.
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I mean, you could take a photo of it if you want.
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I just want to get it down because I think everybody should go to thegoodcard.co sign up.
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And you know, what's really funny is that, uh, some people feel that let's say going plant-based
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and being involved in a sustainable lifestyle is going to be alienating.
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And they're going to lose their friends.
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Actually, I think we can all attest.
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It's the exact opposite.
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I literally could go out every night of the week if I wanted to, to another
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eco-friendly plant-based sustainable event.
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And, um, it, it really creates community, which when we talk about how and why people change
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community is really the core.
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We like to appeal to people rationally, right?
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You should do this because look at climate change, look at the fires, look at the floods,
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look at the suffering of animals, look at the health consequences of eating bad food,
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all of these reasons.
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But there's a great book that I just finished reading called change.
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That says actually humans are pack animals.
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And the greatest predictor of where, whether they do something is whether other people,
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their neighbors, their friends, their coworkers, people in their community start doing it.
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So the answer is create community.
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And I mean, I think this is creating community.
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Would you like to jump in on that, uh, Melissa?
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I mean, yeah, I, that's what I was getting to as Jill was speaking, that this is all
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about community and, you know, owning yogurt for 10 years now.
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Um, you know, only you, we have a lot of customers that aren't vegan.
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I mean, I would say only 30 to 40% of our customers are vegan and the rest are foodies,
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health conscious people, dessert lovers, ice cream lovers.
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And we want to bring them all in and we want them all to taste it because like Jane said,
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it's really, really good.
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And so like, it's through bringing in the community and it doesn't, whether you're
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vegan or not come in, enjoy the deal from the good card and taste some delicious, you
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know, ice cream, soft serve, frozen yogurt, and enjoy it with your community and then
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learn about it.
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And then, you know, once you find out it's, even if you don't even realize it's vegan,
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the beginning, you eventually realize it and then you're, you're, you're amazed and
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that will get you to want to try more vegan food.
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And so what I love about the good card, like you said, community, it's a community of
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businesses coming together.
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It's a community of customers coming together.
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They're getting something delicious out of it, or, you know, some, something out of a
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hotel or something.
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And the businesses are getting support from the community as well, because we all know
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how hard it is right now, um, to own businesses.
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And so, um, yeah, it's, it's all about community and, and supporting each other.
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I just recently went to your 10th anniversary party at your Santa Monica yogurt.
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It was so fun and I could see events happening regularly in that space.
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So Jill, would that be something, how would you announce that?
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Uh, absolutely.
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Events are a big part of what we're rolling out in the next year.
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We would do that via email.
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We'll also do that via SMS.
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So if people sign up with their phone number, we can send them text blasts if they're interested
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in events.
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We'll also be doing fun giveaways, um, all kinds of, you know, fun access only for good
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card members.
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We are planning to roll out to other cities within the next year as well.
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So, um, lots in store and definitely events.
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Those are my favorite.
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Well, I have to say the first couple of businesses that you've created here happen to be my favorite,
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pretty much my favorite places to go.
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So, uh, along with Yoga Earth, which is founded by Melissa, you see there, there is another
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business that is so amazing called Pura Vita in West Hollywood, authentic Italian cuisine,
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a hundred percent plant-based, Unshamed TV, recently profiled them in our kale cruise
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series.
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Check it out.
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We are in West Hollywood, one of the trendiest neighborhoods in Southern California.
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They have amazing food here and we're going to go to probably my favorite Italian restaurant.
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Let's go to Pura Vita.
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So,
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oh my God, look at all the delicious food.
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It's our, uh, cashew it's cashew and tofu half and half.
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So the, the cashew provides the fattiness of the, of the cheese.
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The tofu kind of lightens it up for the correct texture of the ripota and also makes it really
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high in protein and nutritious.
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And, um, our grilled ciabatta bread, which just have a little olive oil and garlic on
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it.
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Super simple dish, but it's definitely wins the hearts of everyone.
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Hey, I know you talk a little bit about this in your forthcoming book.
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This is why this is like my favorite Italian restaurant, but I have to ask you Tara.
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I mean, I think the greater challenge for Carbonara is the egginess.
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How did you achieve that sort of emulsification that really brings the richness of Carbonara
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to this plate?
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They were using avocado in the sauce to replace the egg.
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Wow.
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So I love my culture and I really always wanted to hold on to my culture.
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It is such an incredible restaurant.
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And I mean, I could go on all day first Pura Vita for dinner, then for dessert yogurt.
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But, um, also notice that Tara Punzone, who was the one who created, uh, Pura Vita has
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come out with a book.
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How might you Jill coordinate that as well?
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Is it, is it only standalone places like physical places you visit, or can you incorporate
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products?
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And for example, the Korean vegan just launched a whole new product line of vegan K-beauty.
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I see such potential here.
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Just take it away.
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Um, yeah, Pura Vita is, is the best.
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It's so good.
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I'm so hungry just watching that.
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Um, right now we could do fun, some fun giveaways with the books and that would be a great, uh,
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option.
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Uh, the plan is down the line to have this work online as well.
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Uh, we felt that the, the bigger urgency was brick and mortar locations throughout LA.
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So that is kind of where we're putting our focus right now.
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Um, but we would love to do, um, if, if Tara's watching and wants to give away a book to
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our audience, let's do it.
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Uh, we'd love to do the K-beauty as well.
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Um, there are certainly a lot of different directions that we're taking this.
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Uh, it's, it's a really big, uh, a big plan and we have to go kind of baby steps and,
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and we're starting right now with the, uh, the businesses, but absolutely.
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So I think this is extremely important right now, uh, not to be a downer, but veganism has
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been under attack.
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We know the meat industry has launched a multimillion dollar campaign of things like
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masters and beef advocacies, trying to get social media, thousands of social media, people
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out there actively promoting eating animals.
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Um, so we are, I think, as a community coming together and saying, we have to do something
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about this.
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Veg Media Watch recently started up that holds journalists to account.
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And now we have this proactive, let's support vegan businesses.
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So let me do a round robin and ask everybody, where are we right now?
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Because nothing ever goes straight up.
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I mean, when Beyond Meat had its IPO in 2019, it was the most successful IPO in well over
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a decade.
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People were just, and then the attack started and now, uh, we're regrouping and coming up
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again.
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So, so what are your thoughts on that, Melissa, as a founder of, uh, a business that's now
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got four locations?
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Yeah.
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Um, I mean, I can tell you that the bias is still out there and it's been out there the
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whole 10 years we've been doing this.
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Like I train, um, our team members, like don't immediately say everything's vegan when they
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come in or everything's gluten free or all these terms that turn some people off.
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Um, not everyone, but some people that we really want them to taste the ice cream soft
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serve before, you know, before we dive into anything.
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And so we just very gently mentioned that everything's made in house.
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It's all organic with an almond cashew base because we want to make sure if they have
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an allergy that, you know, that we catch it early on.
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Um, but we don't want to, we don't personally, I have found it's better over the 10 years
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as a restaurant owner, um, of a vegan establishment to, to not, um, hit people overhead with it
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to be, um, it's in the store.
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It's a very clearly labeled on the store that it's vegan and we're very proud of it.
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Um, but we really want them to taste it.
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Um, that's, that's where the magic is.
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And so I really think for as far as restaurants go for them to survive, you really have to
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appeal to everyone.
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And I don't, I think it is very challenging if you're just appealing to the vegan community.
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Um, and I think you have to appeal to everyone.
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We're very fortunate that yogurt just tastes very delicious and it is for everyone.
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And a lot of vegan food does, um, definitely Pure Vita.
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And I mean, I've, there's a million great, um, vegan places in LA, but I think that's
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really something, uh, that's important to keep in mind.
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And yeah, for us, we're just more subtle with it.
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We're super proud of it, but we're just more subtle about it.
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We're, we really wanted to create a healthier frozen yogurt soft serve that, um, that's
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better for your health, better for the animals, better for the planet and a very sustainable,
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sustainable, eco-friendly business.
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So we kind of focus on that and we, that's what everyone kind of needs to focus on, um,
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as you know, with what we're dealing with in the world today.
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So, um, that's, I hope that answers your questions that that's kind of, we're, we're
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just kind of focusing on getting people in to taste our frozen yogurt and to build in
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community because from the beginning, we really wanted to be a community spot too.
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So build community, get people in to enjoy the ice cream and, and then, and also, honestly,
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I want to get into schools and show kids how we make the soft serve because we make it
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in such a cool way.
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We hand almond milk.
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So for me, that's been a few times this year so far.
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And it's one of the things that I want to do in the future.
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Introduce them young so they're not scared of it.
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Absolutely.
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Andrea.
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Yeah.
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So it's kind of a tough question.
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So I've personally been vegan for almost 10 years and I've definitely seen from a consumer
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standpoint, um, a shift, right?
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It was like super hot to be vegan.
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And then now it's kind of, you know, the stigma is still there.
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I think like Melissa was alluding to, but I do, I am very optimistic because I do see
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more, uh, vegan plant-based options, like at the grocery store and, you know, even at
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restaurants that are non-vegan.
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So clearly there is a demand for it.
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It's just like Melissa was saying, like, how do we get people to not be so afraid of
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it and just walk into, um, you know, these businesses and, um, you know, like it for,
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for what it is for, for, for the taste.
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And then, um, you know, get educated with, with, with our businesses once, um, once they
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like learn to love it.
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And we have a question here from Karen LaCava as a vegan realtor who uses stages that will
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do, she does vegan staging at her open houses.
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Let me know if there's any way for me to get my business involved.
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What do you think?
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Yeah.
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Email me jill at the good card.co.
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I'm happy to discuss.
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So from what I see now, it seems like this could grow exponentially.
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It could expand to products.
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It could expand to books.
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It could expand to realtors.
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Now I run a 501c3 nonprofit.
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We don't try to make money.
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Au contraire, we offer everything for free.
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Would there be a possibility of an organization such as Unchained TV getting involved in some
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way?
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That's a great question.
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Absolutely.
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It could be a partnership with a business that maybe wants to donate a portion of sales
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that month.
25:46
We could do a different spotlights through our newsletter.
25:50
Lots of, lots of opportunities.
25:52
Yeah.
25:53
So how are you going to expand this to other cities around the country, Jill?
26:00
Same way.
26:01
I'm heading to New York in a few weeks.
26:04
We'll be talking with businesses there.
26:06
I already have a few meetings set up, getting them excited about it.
26:10
And then, and then onward from there, I think we're going to focus on LA and New York for
26:15
2025, 2026.
26:17
You had mentioned that when you, when people sign up to these, there's an increase in visitors.
26:26
In other words, if a company, a store or restaurant has a loyalty program, that then it increases
26:34
the foot traffic?
26:36
Yeah, I have some data here.
26:38
Half of all Americans belong to at least one loyalty program.
26:41
84% say that when they belong to a loyalty program or if a store offers it, they're more
26:48
likely to shop there.
26:50
73% are more likely to spend more if a store offers a loyalty program.
26:56
For context, Target has a hundred million loyalty members.
27:00
That's a third of the US population.
27:03
Starbucks has 40 million.
27:05
And then the stat that I really love is 47% of consumers say that loyalty programs help
27:12
reduce stress when shopping.
27:13
I think it takes a little bit of load off of the costs.
27:18
When they know that they're getting something back for their spend, it really reduces stress
27:23
while shopping.
27:25
Well, also you've gotten a nice write-up in Veg News.
27:30
It says, exclusive Los Angeles gets its first ever eco-minded loyalty program.
27:37
A loyalty program is about to launch in LA, giving members access to discounts, rewards
27:41
and exclusive deals at eco-minded and plant forward restaurants and shops across the city.
27:47
Now, you know what I say?
27:48
This feels like a club.
27:51
Everybody in the world wants to join a club.
27:55
It's true, it's true.
27:57
Yeah, it's the human condition, right?
28:01
In a way, it is kind of like being part of a club and the requirement for membership
28:07
is compassion.
28:09
You know, I'll say nobody likes to be the first person on the dance floor has been my
28:14
experience.
28:15
And so we felt like not only are we building the dance floor, but we're getting out there
28:19
and bringing all of our friends, these amazing businesses, and we hope Angelinos will join
28:24
us.
28:26
Well, what I love about The Good Card, and I signed up, I urge everybody to sign up.
28:31
It is so darn easy.
28:34
You literally go to thegoodcard.co and you just scroll down and put your email in.
28:41
And the next thing you know, you're going to be invited to be part of this club.
28:45
But what I really liked about it is that I'm learning about new businesses.
28:49
So I had no idea something called RE existed.
28:54
Where have I been?
28:56
RE is a supermarket, I think, that makes it easier and more affordable to shop sustainably,
29:02
to do better than recycling, to say no to plastics altogether.
29:06
And they said since their launch in 2020, they have diverted over half a million items
29:13
of packaging from landfill.
29:16
So right there, I feel like, wow, I would love to go to that place.
29:23
And I never even knew, Jill, that it existed until just now.
29:26
Oh, it's great.
29:27
There's one right down the street from us here in Studio City.
29:31
They have a lovely location in Highland Park.
29:33
And then another one closer to you in Mar Vista.
29:36
And it's all bulk, no packaging, no plastic packaging.
29:41
You can buy as little or as much as you want.
29:43
They have grains, beans, all kinds of treats and snacks, oils, shampoos, soy sauce, soap.
29:51
They even sell tofu in bulk.
29:52
It's one of my favorite places to go.
29:55
And kids love it.
29:56
My daughter loves to go.
29:57
And you can weigh your containers on the scale so that you tear that weight when you're shopping.
30:02
And she loves to do the scooping.
30:03
So super fun way to take your kids and save some money and keep some plastic out of circulation.
30:12
Well, I just have to say, I think this is a brilliant idea.
30:18
Congratulations on coming up with it.
30:20
Again, people, The Good Card, it is so simple.
30:25
And it's going to go coast to coast.
30:27
But right now it's in Los Angeles.
30:29
You just go to thegoodcard.co and you sign up.
30:33
And we're happy to say we got a couple of signups already.
30:36
We have Nilo Farr has signed up.
30:38
Emmy Liu.
30:40
And I know that Michelle signed up.
30:43
And I've signed up.
30:45
And we've got a couple more here.
30:48
Tiffany says sign me up.
30:50
You sign yourself up, lady.
30:53
And yeah, Karen just signed up.
30:56
So we're on our way.
30:57
I just want to congratulate you for a brilliant idea.
31:00
A long time coming.
31:01
And I hope that thousands of companies that are compassionate take part in this.
31:10
And I just say bravo because this is the kind of forward thinking we need,
31:17
solutionary thinking we need to save the planet.
31:20
The clock is ticking.
31:23
Meanwhile, I urge everybody, of course, to download Unchained TV.
31:28
We are the world's only free non-profit streaming television network.
31:32
And you can watch us online as well as on your TV, on your phone.
31:36
Just go online, for example, to unchained.tv.
31:38
So it's a vegan Netflix.
31:40
Okay, that's the craziest thing I've ever heard.
31:42
I love Unchained TV.
31:43
Unchained. Unchained TV.
31:46
Your life will change. It's just that easy.
31:48
Unchained TV has all sorts of content for everybody.
31:51
Unchained TV changed my life.
31:54
Unchained TV is crushing it.
31:57
I love Unchained TV.
31:58
Unchained TV is my go-to.
32:01
Unchained TV.
32:02
Who knew?
32:03
Unchained, baby! Yay!