Latest / Success Story with Scott Clary / Ilan Sobel - CEO BioHarvest Sciences | The Supplement That Reverses Aging Through Blood Flow

Transcript

Ilan Sobel - CEO BioHarvest Sciences | The Supplement That Reverses Aging Through Blood Flow · Success Story with Scott Clary

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  The most important phyto medicinal compounds in plants are found in such small levels
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  that literally it's just not economically viable. You have to grow so many plants and extraction
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  and by the time you have your final compounds in scale, it's just ridiculously expensive.
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  From driving a Pepsi truck to leading a biotech revolution, Elon Sobel is the CEO of Bioharvest
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  Sciences, the company behind Botanical Synthesis, a patented tech that grows plant-based compounds
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  without growing the plant. I'm a very spiritual person, I like to say I have a gift from God
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  because we as a company invested $100 million in a technology platform called Botanical Synthesis,
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  increasing blood flow affects every single system within the total body system. When you have
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  more blood flow and you have more oxygen, you have more physical energy. Today, who doesn't need
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  more physical energy? That's why we like to say better blood flow means better life.
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  Under his leadership, Bioharvest launched Vinnie generating $50 million plus in DTC revenue
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  with 50,000 plus active subscribers. Previously, Elon spent 18 years in global leadership at Coca-Cola
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  and later helped scale vice-berger, acquired by ABN Bev. This episode unpacks how Elon blends
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  big brand experience with biotech innovation to shape the future of health and sustainability.
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  The supplement industry is a huge industry. Every American household spends hundreds of dollars
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  every single month on supplements. We were focused on driving differentiation on our product
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  by education. Three questions you need to be asking of the supplement company that you're
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  utilizing every single day. One,
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  how would you describe what you do for a living? Wow, I think,
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  first of all, I think I have the best job in the world, but I also think I have the world on my
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  shoulders, and I'll explain more about that in a few minutes. How would I describe my job?
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  I would call it, I'm a representative of the plant kingdom,
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  and representing 500,000 plants that are out there, and every one of those plants has unique
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  phytomedicinal compounds or phytonutions that are so, so critical for our overall functioning
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  from a health and wellness perspective. In many respects, mankind, human beings,
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  have walked away from the plant kingdom, and they've walked away because ultimately,
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  if you think about it, big farmer, they started with the plant kingdom,
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  and then they walked away because there were three major challenges. The first challenge is when
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  you're dealing with phytonutions or phytomedicinal compounds from plants, they are found in such
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  inconsistent means because they operate plants growing an ecosystem, and it's impossible
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  to be able to have consistency. Secondly, the most important phytomedicinal compounds in plants
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  are found in such small levels that literally it's just not economic viable. You have to grow so
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  many plants in extraction, and by the time you have your final compounds in scale, it's just
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  ridiculously expensive. And thirdly, there's no patents. You can't patent nature. So if you look at
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  the last 70 years, Scott, let's say industry in many respects from an overall health and wellness
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  perspective, they've walked away from the amazing plant kingdom, and at the same time we as human beings,
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  we've been harming the environment that this kingdom grows in, and we're seeing massive
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  extinction of plants that are literally have treasure that ultimately are waiting for human beings
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  to unlock the secrets that exist within the plant kingdom as it relates to our overall health
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  and wellness. So I see myself here in front of you as a representative, as the chief executive
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  officer of the plant kingdom, ultimately who has in his hands, I like to say I'm a very spiritual
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  person, I like to say I have a gift from God because we as a company, but I have a sciences,
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  we've worked for 17 years and invested $100 million in a technology platform called botanical
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  synthesis that is able to unlock those secrets that exist within the plant kingdom by leveraging
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  the power of our botanical synthesis platform technology, and we're able to bring to the world
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  those critical fighter nutrients, fighter medicinal compounds consistently with predictability,
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  with economic viability so we can democratize the power of those compounds to
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  tens of millions, hopefully hundreds of millions of people, and yes we're also able to do it with
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  patents. So as we go down this path and make this significant investment, it's all about
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  democratizing and having the RP there to make it worthwhile obviously the significant effort.
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  So ultimately I call myself a CEO of the plant kingdom, but I'm actually what I'll invent a new
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  title called the chief human utility officer, human utility value officer. What does that mean?
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  What is great question? So what does human utility value mean? Human utility value,
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  I define as the ability to drive transformational positive changes in people's
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  human beings overall health and wellness, and as a company, Bahaver Sciences is
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  maniacally focused first on driving human utility value, and when you drive human utility value first
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  shareholder value follows very, very quickly after that. I think that's first of all very wise,
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  if you do want to be successful, the more people you help, that's an easy path to becoming successful,
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  that's the answer, that's the unlock. People always try and hack success or hack entrepreneurship,
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  just help more people, and when you help enough people, the company does very well. You know,
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  you mentioned something that's actually very interesting, how traditional health and wellness
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  has sort of moved away from plants, and I think that people understand that plants have benefit,
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  I mean if you even look at traditional Chinese medicine, which is a very popular,
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  sort of a segue that people take into plant medicine, but to your point there's not enough money
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  and that there's no patents in it traditionally, and that means that farmer moves away from it,
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  but I don't think the people really believe that farmer has all their best interests in mind
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  all the time, and I think it's sad that people move away from plants, but they don't know what's good
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  because with lack of regulatory clarity, they don't know what's good, what's bad, what's helpful,
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  with harmful, what's legit, what's be at, it's very hard for people to navigate.
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  If somebody has only ever sort of subscribed to the Western medical ideology of
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  pharma, and in my opinion, not even healthcare, but like sick care, very, you know, you get sick,
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  and then they try and cure you with pills and drugs, and listen, there's a lot of benefit to
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  Western medicine as well, but I think that if you're going to tell somebody something about why it's
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  important to look elsewhere, what they should look for, what they should stay away from,
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  when they navigate solutions that their GP is not going to talk to them about in the doctor's office.
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  That's the first idea that I want to dive into because that idea alone,
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  enough people are exploring it right now, but I think they're exploring the idea of seeking
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  alternative healthcare without true guidance. Look, the whole world of what I like to call
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  Integrative Medicine is a world that's growing significantly. They say in the US today,
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  roughly 30 million people actually seek the counsel of Integrative Medicine Specialists,
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  and often what you find the best Integrative Medicine Specialists are those people that are
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  hardcore clinically trained, right, have amazing experience within the medical system,
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  and then similar to how you describe it, they start to look for alternative solutions because
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  the current solutions that exist to deal with specific indications out there, or just preventative
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  on the preventative side, are not optimal in ideal, and these people understand that there
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  exist significant solutions out there in the planned kingdom. The challenge, as I mentioned earlier,
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  is that prior to our technology coming to the global stage, you were not able to produce these
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  phytonutrients, or phyton medicinal compounds consistently, and consistency is king. Secondly,
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  the economic viability is critical, and because our technology is able to magnify the levels of
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  the critical phytonutrients, and we'll talk more about that I'm sure when I explain the technology
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  itself, and also explain what a phytonutrient is, just because I think that just the definitions
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  matter so people can understand it. So ultimately, you know, plants and normally happens when a plant
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  basically is in a stressful situation, the plant actually to protect itself, it produces either
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  polyphenols or antioxidants, and these polyphenols or antioxidants or saponins, these are critical
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  for our overall health awareness for multiple different aspects of holistic health. So for these
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  phytonutrients, it's critical that for you to be able to scale that in any meaningful way,
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  and similarly, to be able to bring science together with nature to go into clinical trials,
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  and to be able to replicate the outcomes, you've got to be able to produce with unique consistency,
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  you've got to have predictability, and you've got to ultimately be able to do it in an economically
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  viable way to be able to commercialize something to the marketplace where ultimately consumers
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  can afford this. And if you think about all the benefits that we can get from plants,
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  why in particular, why did you choose to focus on this particular sort of subset of all the
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  different plant benefits that somebody can get? I mean, there's a million that I think people
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  are even mentioned like antioxidants as well, and everybody is sort of exploring how to
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  ingest more of this, but I think that you chose to focus on a very specific subset of superfoods
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  or plant extracts that obviously are very specifically benefit. Why did you choose to focus on this
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  when you built a bioharvest? It's a platform technology, so it's congruent for pretty much
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  most of the plants in the plant kingdom, where we take the plant once, just once,
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  and our PhD plants are biologists. They know exactly where in the plant to take the cells
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  that produce the critical phytonutrients or phyton medicinal compounds. And we take those cells
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  and we grow those cells in petriutious. And like a science experience, we do thousands of science
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  experiments where we change the food that we feed the cells, we change the lighting, we change the
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  temperature and a number of other variables that let's just say we'll keep them in the black box.
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  And at this stage, we get these cells from the plant to do two things. One, we get the cells to
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  actually produce the exact same actual mirror of the phytonutrients that the plant produces.
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  We call this mirroring. So what you've done is you've literally recreated the conditions
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  in a controlled environment. The ultimate conditions in a controlled environment to get those
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  cells to produce exactly what they were producing in the plant. But I don't grow the plant. I just
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  grow the cells. And then so we call this mirroring. And then what we figure out is how we could,
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  how we can optimize and today we use a lot of AI in this, how we can optimize those conditions
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  so that we focus on one hero molecule that we want to magnify by an order of magnitude.
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  And we call this magnification. So for example, in our vineyard, red grape cell, superfood,
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  blood circulation, superfood, we focused on mirroring the phytonutrients. So we have
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  cation, coercedine and farsinins and tannins. Our cells produce all the same phytonutrients as the
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  plant. But then we realized that the hero was a compound called a molecule. I should say called
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  pice-eed resveratrol. Now it's important that the audience, I'm sure many of your audience have
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  heard of resveratrol. But unlike human beings, resveratrol is not created equal. Pice-eed resveratrol
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  is the gold standard. It's like the rose rice of resveratrol because it's 25 times more water
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  soluble. And it lasts in the body much longer than regular resveratrol. Our studies show that our
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  pice-eed resveratrol lasts in the body for at least 12 hours with a peak after 1 hour and a peak
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  after 5 hours. And then it's out the button compared to regular resveratrol that's out the body
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  in 3 to 4 hours. So what we figured out that this hero molecule called pice-eed resveratrol was so
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  critical that we focused on magnifying it 100 times at this level. And then we lock the cell bank.
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  So we never have to go back to the plant. And we create this cell bank that we haven't you know
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  we did this back in 2014. We haven't gone literally we've never had to go back to the plant.
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  And today we just utilize our cell bank. So that's the mirroring and the magnifying. But then
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  we had to climb Mount Everest and back to figure out how do you take a cell from a petri dish
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  and grow that cell in an industrial scale bioreactor with thousands of liters in liquid media.
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  So you're taking it from solid media in a petri dish to liquid media in large scale industrial
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  bioreactors with shear forces. Now plant cells are like human cells. They have memories
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  and we figured out over time how to almost condition strengthen these cells so that we could take
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  them from a petri dish and put them into these large scale bioreactors where in an 18 to 21 day
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  they multiply and they grow. And because we're controlling the environment that elicit
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  those critical phyto-nutrients or phyto- medicinal compounds. And we then harvest the cells.
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  So we drain all the water out of the bioreactors and we left with a final end product which is highly
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  soluble, highly efficacious and bi-available. And we dry that product, simply dry that product.
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  So there's no insecticides, there's no fungicide, there's no herbicides, there's an aseptic
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  environment in these bioreactors and we simply dry the material and that's what today you have,
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  for example, in our... That's what we have in there.
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  ...circulation superfood. You have in each capsule the same amount of pasey resveratrol as a thousand
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  red grapes or one bottle of red wine with no sugar, no calories and of course no alcohol. And that's
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  because going back to the technology where we mirror, magnify and multiply the cells in this process
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  bringing this consistency, going back to the beginning of this discussion, this unique consistency
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  and it's economically viable because today we sell this product in the market at roughly a dollar
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  a day for a capsule. All these benefits that you get for a dollar a day and obviously anchored in
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  our clinical trials where today we are the king of blood flow because this product from our clinical
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  trials after consuming one capsule of our vineyard every day for 90 days, we're able to significantly
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  increase the dilation of your arteries and more dilation of arteries means blood flow and I think
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  today people are discovering that blood flow is such a critical part of the body's operating
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  mechanism. To say the least, but this is this enters my question as to why you chose to focus
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  because this technology could be replicated for a variety. So Scott, it's important to understand
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  that with our botanical synthesis process, the platform itself and the compounds that we produce
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  from the platform technology, they are all non-GMO. So we do not in any way change the actual
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  molecular composition of the compound. So in the case of vineyard, the molecular composition of
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  the compound is exactly the same as what it is in the plant. All we're doing is optimizing the
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  conditions, the outside conditions for that cell to be able to elicit the critical phyto
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  nutrients at the magnified levels. So it's changing the food we feed, the cells, the lighting,
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  the temperature and a number of other critical variables that we don't like to talk about because
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  they're in our black IP box. But ultimately, the technology is non-GMO and that's really,
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  really important because the world today is demanding non-GMO compounds from plants.
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  The other competitors that you have, are they GMO? Is that like a problem?
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  So when you think about it, you have something called you have chemical synthesis,
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  right? That's chemically synthesizing. Then you have what they call biological synthesis.
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  Biological synthesis is when they use yeast and mold. So they use like host plants,
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  like yeast and mold to be able to grow different compounds. And those different compounds,
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  basically are always one molecule. So you can't synthesize with chemical synthesis and biological
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  synthesis. We could talk about this actually. It's kind of interesting. Are you filming still?
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  Yeah, yeah. Okay. So what's interesting is, without technology of botanical synthesis,
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  is that because of our ability to mirror and magnify the critical phyto medicinal compounds
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  in the production of the cells versus the plant. So we're literally mirroring the same
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  production of the phyto nutrients in our cells that are in the plants. And then we magnify the
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  levels. And what's important is that we're leveraging the power of the plant in the way that really
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  God made the plants because inside plants, it's always not just one molecule. It's multiple
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  molecules working together in in synergy. So in the case of our vineyard, red grape cell
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  circulation, superfood, you have pathogens, you have anthocyanins,
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  keratin and tanin. These are all really important antioxidants working together with our hero,
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  polyphenol, paxiide, resveratol. It's almost like an orchestra that works together to give you
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  that critical synergistic effect. And it's that synergistic effect that our cells are able to
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  produce because the cells are producing the same mirror of phyto nutrients as the plant.
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  We're just magnifying our hero polyphenol in the case of paxiide resveratol. So you're able to
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  get the power of the synergistic effect. This is very unique with our technology because if you take
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  other technologies out there, if you look at what pharmaceutical companies do with chemical
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  synthesis, they're always synthesizing one molecule. They choose one molecule from a plant that
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  they decide to synthesize in a laboratory. They can do it very cost effectively, very consistently,
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  and with patents. And then you have also biological synthesis where basically companies use yeast
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  or mold as hosts in order to grow a molecule, but it's always a single molecule. It's not the
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  power of multiple molecules coming together to really create a compound. And the reason why
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  they would do that is just a cost. It's more the nature of the technology. The technology
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  is not able to. So they miss out on a massive amount of benefit. We miss out on the synergistic
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  effect, right? And I think very much today, scientists are understanding the impact of the synergistic
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  effect of all the molecules, all the in the case of the plant, all the fighter nutrients working
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  together. In some cases, they call it the entourage effect, right? Or the synergistic effect. And
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  people are really understanding that it's the way that these polyphenols all work together in
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  harmony, which is ultimately providing the best overall outcomes and efficacy inside our human
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  bodies. You can't just strip out one because when you strip out one, it doesn't work as well when
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  it doesn't have the synergistic effects of the others. It's funny how we always try and recreate
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  nature and play God. Sometimes we just have to realize that basically the way nature is is the
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  best possible way. And then it's our responsibility to use science to basically leverage the power of
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  nature and be able to really democratize it in a way that we can industrialize it in the way that
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  the world can utilize it in a way that's economical and in a way that also doesn't affect
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  the ultimately the natural ecosystems out there. One thing that's always bugged me about the
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  health and wellness space is how unregulated a lot of it is. And people put out pills and supplements
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  and whatnot. And I used to be very into sports. And I used to be in the bodybuilding. And I know that
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  Canada, U.S., I don't think there's much of a difference. The majority of supplements, they can just
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  kind of like say whatever they want on the label. And then they don't. But so you actually went
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  through clinical trials. I think it's important to clarify. In the case of the U.S., the FDA is
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  very clear guidelines. And the FTC is very, very clear guidelines as well. From an FDA perspective,
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  every time a company, a supplement company makes what they call structure function claims.
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  It has to be done according to FDA guidelines. Those claims have to be lodged with the FDA.
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  And then ultimately, the onus is on the company to make sure that they have the clinical evidence
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  to be able to back up those claims. And that also would be how the FTC would look at this kind of
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  situation. So I don't want to comment on other companies. The reason why I'm saying that is because
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  so many companies, I don't think do clinical research. And you don't have to comment on other
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  companies. This is just an observation that I've made. I've sat down with other supplement founders
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  before. And I don't think I've ever heard of somebody putting up the cash, which is very expensive.
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  I know this because there was a point in my life when I actually tried to build a supplement
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  company. And then it did not work out and killed that idea. But it's very expensive. If you are
• 24:53
  listen, if you are going to be talking to the FDA, you're going to be talking, well, I don't know if
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  you talked to the FTC, but I'm pretty sure this makes sure you stay compliant. But the FDA sometimes
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  you do have to talk to them. And you put these claims and you put these trials together. And if
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  they know that you're putting a trial together, like I don't think people understand the monument
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  task of putting a trial together and making sure that it runs properly and all the guidelines
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  you have to adhere to, it's a lot. It's a lot. It's a very important investment and very,
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  very critical when you're bringing science to consumers. And I think what we when we entered into
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  the US in May 2021, people said to me, you know, how are you going to differentiate your PICI
• 25:36
  Resvertral? Because every other company out there, they're utilizing Resvertral from Polygonum.
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  We call that we call that naked Resvertral. So as I explained earlier, PICI is the gold standard
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  because it has 25 times more solubility. And much better by availability at last in our PICI based
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  on our clinical trial, demonstrated ability to stay in the body for 12 hours with a peak after
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  one hour, a peak after five hours, regular Resvertral, transresvertral in and out the body three to four
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  hours. What's important to understand is that when it comes to the PICI Resvertral, it's so unique
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  because it has an extra molecule attached to it called a glycoside. And that glycoside that's
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  attached to the Resvertral molecule basically gives it the better solubility and by availability.
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  And this comes back to your initial point earlier around the supplement industry is a huge industry.
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  And Americans spend average American households spends hundreds of dollars every single month on
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  supplements. And when we came into the marketplace in the US, we were focused on driving
• 26:48
  differentiation on our product by education because we felt that as a company, we had to change
• 26:55
  the narrative and not talk about how much you have a one ingredient versus another ingredient,
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  no, it's about changing the narrative and educating consumers. And there's education around
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  three areas. And I always say to people out there that are on multiple different supplements,
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  you need to make sure you're focusing on three things. And three questions you need to be asking
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  of the supplement company that you're utilizing every single day. One, is it soluble?
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  Okay, solubility is critical. You have to make sure that the supplement that you're taking
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  is going to be solubilized in your intestinal tract. I internal trials demonstrate that
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  literally 82% of our paracetal is solubilized in the intestinal tract.
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  Two is bioavailability. Bioavailability is how it gets into your bloodstream, your blood plasma,
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  and how it works. From in the case of our vineyard, red grapes, our superfood, we know it takes 20
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  minutes and we validated 20 minutes to go from the intestinal tract through the membrane into the
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  blood plasma. And as I said, there we lost for 12 hours with two peaks. And these peaks are
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  really important because this is how we're able to get that consistent energy for consumers.
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  You have two peaks of the resverter after one hour and after five hours. So second question is,
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  make sure that the product is bioavailable. So one is solubility. Two is bioavailability. And then
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  the third question is, do you understand efficacy? Are there, is there clinical trials?
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  Is there scientific research about the ingredients, about the product? And obviously it has a
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  company we invested millions of dollars in our clinical, we have multiple scientific studies,
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  we have in vitro, we have in vivo, and then we have actual clinical studies or published in
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  peer-reviewed scientific journals or presented at national symposiums, like the American Diabetes
• 28:54
  Association, Symposiums. And it's critical that consumers out there go through those three
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  checkpoints, solubility, bioavailability, and efficacy. And there are companies out there
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  that basically fit and you can tick the box. But there are also a lot of companies out there that
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  don't. And that's really for us, we felt that as a company, that's a science-based company
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  that was important for us to change the narrative and to educate consumers. And obviously,
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  we educate consumers by talking about our product and demonstrating the solubility,
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  bioavailability, and efficacy of our product. I think it's very smart. And I think that's the
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  way that you have to take a product and market that's science-based. People are so focused on
• 29:39
  their health and longevity and living longer and living not just longer, but living longer with
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  more energy, which we're going to talk about why blood flow is so important for any of that.
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  But when people are so interested in living longer and living with more energy,
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  people take advantage of that sometimes. And that's what I really want to highlight how much I
• 29:59
  respect, how much effort and energy you put into the studies. I know this is because I've been
• 30:06
  in this industry before, and I think people have to understand that that is not always the norm.
• 30:11
  Not every company spends millions of dollars doing their own studies and just sort of hats off
• 30:17
  to you for doing that. I want to talk about the actual health benefits. So you've mentioned blood flow,
• 30:24
  arterial dilation. So your clinical trials that you've run, they show a 70% increase in arterial
• 30:31
  dilation after 90 days. So, baseline. So explain if somebody does not understand the
• 30:41
  benefits of blood flow. What does that actually mean? So let's, let's, let's dimensionize it because
• 30:48
  it's a big statement to be able to say that, you know, blood flow is such a critical part of your
• 30:53
  body's operating mechanism. And, and it all stems from the fact that, you know, we all go through
• 30:59
  an aging process. And as we age, our levels, the bodies levels of flow mediated dilation,
• 31:06
  dilation of arteries, gets reduced over time. Between the age of starts pretty much the age of
• 31:11
  30, and all the way through to, you know, 70, 80 years old, there's a decline in the, in the FMD.
• 31:18
  So basically with, with our product, vinegar, increasing flow mediated dilation of arteries,
• 31:23
  we're increasing blood flow. Now, increasing blood flow affects every single system within the
• 31:33
  total body system. And you can break it down in a few different ways. So let's first talk on a
• 31:37
  basic level. More blood flow means more oxygen and more nutrients flowing to the body, the tissue,
• 31:45
  the cells, and the organs. And when you have more blood flow and you have more oxygen,
• 31:50
  you have more physical energy. And Scott, today, who doesn't need more physical energy?
• 31:57
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• 34:55
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• 35:02
  15% discount in your bonus gift. Prolonlife.com slash clary. Well, I would assume that like
• 35:09
  the average person with a bad diet who isn't focused on their health, even if they're trying to go
• 35:15
  to the gym, it's like they just I don't think people are very healthy today. I feel like their health
• 35:20
  isn't optimized, right? So I think that blood flow is like one of the most important things
• 35:24
  they could focus on. But like when when somebody goes through their day, I think most people just
• 35:31
  take their low energy levels for granted. They just think this is this is how life is.
• 35:35
  And obviously there are multiple ways to improve your your physical energy. You know, when you
• 35:41
  think about it, just exercise when you're exercising, you're utilizing, there's more blood flow.
• 35:45
  When there's more blood flow, there's more oxygen. So this is how it all comes together. And ultimately
• 35:52
  that increasing blood flow is not just the physical energy, but more blood flow to the brain.
• 36:00
  Think about this. The brain represents 2% of our physical body mass. But it utilizes 15% of the body's
• 36:12
  blood flow. There are literally 400 miles of capillaries inside that literally inside your brain.
• 36:22
  There are 60,000 miles of arteries, veins and capillaries inside the human body. And we want
• 36:30
  those arteries, veins and capillaries to be operating like a four-lane highway, not like a little
• 36:35
  slip road. So going back to the brain, when you have 400 miles of these capillaries, you want to
• 36:41
  make sure that you've got more blood flow because more blood flow to the brain means more oxygen.
• 36:48
  More oxygen to the brain allows us to be able to have that better mental alertness specifically
• 36:57
  because when you have more blood flow, you're also able to remove the cellular toxins because,
• 37:02
  you know, the cells in our brain that produce oxygen, they're also, they're like factories.
• 37:07
  They're also producing toxins and you want to get those toxins out of the actual brain.
• 37:12
  So what Vinnie is able to do is we're able to actually get below the blood brain barrier.
• 37:19
  What is the blood brain barrier? When when human beings were created, whether you believe in
• 37:25
  God's creation or other, other four processes there, there's a barrier that protects our brain.
• 37:31
  It's amazing. And so our placid was veritable is able to get below that blood brain barrier and
• 37:37
  is able to improve the blood flow. And as a result of that increased blood flow, you have more
• 37:43
  oxygen, you have the removal of cellular toxins, more mental alertness, goodbye brain fog. Okay,
• 37:49
  brain fog affects literally one in three Americans waking up in the morning and they're just not as sharp
• 37:56
  as they were, you know, 12 hours before and it takes three, four hours when, you know, I love the
• 38:01
  fact when people talk about being on Vinnie and that Vinnie effect when you wake up in the morning
• 38:06
  because you've got that increased blood flow, you're on, you're on, you have that mental alertness.
• 38:11
  Well, it would be some of the other benefits of this increased blood flow. So I think that people
• 38:16
  when people think instead of go down this longevity rabbit hole, they think, okay, I want to have
• 38:23
  more energy. I want to be, I want to increase my, my mental alertness, my mental awareness.
• 38:30
  I want to also make sure that in the long term, my heart health is optimized and my brain health
• 38:36
  is optimized because really what, how do people, how do people pass, right? It's, it's heart,
• 38:41
  it could be stroke or it could be Alzheimer's. Yeah, I want to, I want to focus really on the aging
• 38:47
  process and how you optimize the aging process. Yes, exactly. And so, so basically the more blood flow
• 38:52
  you have, the more physical energy as we talked about, the more mental alertness. This is the new
• 38:58
  Maslow's hierarchy today, okay? We have shelter, we have food, we have most cases, relationships
• 39:04
  and other things. The new Maslow's hierarchy is physical energy and mental alertness, which is so
• 39:08
  critical. That's why we like to say better blood flow means better life because you're able to get
• 39:13
  more out of your life with more physical energy, more mental alertness. In addition, when you have
• 39:17
  more blood flow, we've been able to demonstrate that vinyar is able to support blood pressure within
• 39:24
  normal ranges, okay? And obviously, this is critical as people get older to maintain their blood
• 39:29
  pressure within normal ranges. Also, what we've been able to demonstrate is to be able to help
• 39:35
  reduce the oxidation of LDL cholesterol, reduce oxidative damage to your cells. As you get older,
• 39:41
  your cells have oxidative damage and as a result of increased blood flow and the benefits of this,
• 39:48
  you're able to reduce that level of oxidative damage. These are all aspects of making sure that
• 39:56
  you're obviously we can't change time, right? But we can change the quality of time, right? And
• 40:05
  that's what we're trying to do by providing people out there with better blood flow with our unique
• 40:13
  vinyar rate gripe cells, superfood molecule. Obviously, tons of benefits to vinyar. And when you start
• 40:20
  to take this, you start to notice these benefits. But what is actually going on in your body?
• 40:25
  Because I think everybody has heard about drinking red wine before, but I mean, it's not very
• 40:32
  practical. People are completely drinking a bottle of red wine every single day. This is a great
• 40:36
  alternative. But when somebody takes this pill, what's actually happening? Without going too deep
• 40:42
  into a biology class yet, those 60,000 miles of arteries, capillaries, and veins are all aligned
• 40:49
  with what we call endothelial cells. And what lands up happening is when the
• 40:56
  Pisces resveratrol and the other polyphenols get solubilized into the blood plasma and they start to
• 41:06
  go towards those critical endothelial cells. The endothelial cells basically take on board those
• 41:16
  critical fighter nutrients and they start to produce more nitric oxide and less endothelial one.
• 41:26
  Now, why is this important? As you get older, your body produces less nitric oxide. Nitric oxide
• 41:34
  is a vasodilator. And I'm sure many of your audience are aware of this. At the same time, your
• 41:40
  body produces more of ET1. ET1 is a vasoconstrictor. So what we call the mechanism of action on how
• 41:49
  viniar works. And we validated this in in vitro research is that the endothelial cells start to
• 41:58
  produce more of the good stuff, which is nitric oxide, that gets reduced literally over time, our
• 42:05
  body produces less of. And we reduce the production of the bad stuff, which is ET1. And as a result of
• 42:14
  increasing the good stuff, the nitric oxide, and reducing the ET1, the bad stuff, you get this
• 42:20
  increase in dilation of arteries. What, when somebody starts to take viniar, you say 90 days is
• 42:28
  kind of the benchmark that you say this is what it is. Our clinical trial is based on 90 days. So
• 42:33
  we always say that, you know, for best results, take the product for 90 days. But for some,
• 42:38
  sometimes people will feel the effect and it all depends on basically your DNA, it depends on
• 42:46
  your genetics and multiple factors. So sometimes you find like a normal distribution curve,
• 42:52
  you sometimes you'll find that people will often feel the effect in the first 46 weeks. And there
• 42:59
  are some people that need up to 10 to 12 weeks to feel the effect, which is why we recommend 12
• 43:05
  weeks of taking the product for best results. And when you say feel the effect, how does their life
• 43:10
  change? Like what would you say is the marker of, ah, now I get it. So it's a great question.
• 43:17
  And I would say to the people out there listening, the best way to understand that is to go onto
• 43:23
  our website viniar.com. You'll see we now have more than 9,000 verified reviews with a verified
• 43:30
  rating of 4.8 out of 5. And read what people tell you are the changes, the fundamental changes
• 43:38
  that it has on people's lives. And to be honest, Scott, this is what I live on. This is the
• 43:45
  customer reviews. I as CEO, um, I made it like a mandate that every review comes into my inbox
• 43:53
  and I read every single customer review that comes in. It's normally 40 to 50 reviews a day. And
• 43:59
  wow, it's, it's my source of strength in in in scaling this business, um, because you understand
• 44:07
  the magnitude of change that we drive in people's lives through better blood flow. So, you know,
• 44:11
  you have people from, you know, vastly different, ah, ages, you have, you know, people who are
• 44:19
  40, well, when we look at our best way to describe, when we look at our consumer segmentation,
• 44:26
  we have what we call super active consumers. And they pretty much people like you, all right.
• 44:32
  I'm going to guess, you know, 35 to 45, right, focused on building their professional life,
• 44:40
  also balancing challenges and family life, but also looking to look after themselves,
• 44:46
  from an overall health and wellness perspective. These people, when they take vina, they seeing the
• 44:52
  benefits of more vascularity in their lives, right. So, when they go through the gym, they feel like
• 44:56
  they can work out a little bit longer and a little bit harder. They feel like they've got more
• 45:01
  energy during the day. And at work, they've got more alertness to deliver what they need to deliver.
• 45:07
  Then you take, we'll go up and before we come back, we'll go up to super seniors, right. Basically,
• 45:13
  the super seniors are people that are at a stage in their life where time is important and they
• 45:19
  want to maximize every bit of time in their lives. They want to be able to keep up with their
• 45:23
  grandchildren, right. Many people today, and it's amazing. I've seen so many reviews where you have
• 45:28
  people 65, 70, 75, they're still working full time and they need that energy to work full time.
• 45:34
  So it's amazing when our product is helping to give them that physical energy to literally
• 45:39
  continue to be in full-time employment because financially, they need to work full time.
• 45:44
  So they have the energy, they have the mental alertness, they can work.
• 45:47
  Right. And so, you know, basically these benefits from physical energy, mental alertness,
• 45:54
  and it's a game changer as far as the overall quality of life that you need.
• 46:01
  One of the things that's the hardest to do as an entrepreneur is change somebody's habits,
• 46:04
  change somebody's routines. That is why when you're bringing a product to market,
• 46:08
  sometimes it's easier to be a copycat of something that already exists as opposed to creating
• 46:15
  something new and novel. So you haven't just created something new and novel. You found ways to
• 46:19
  bring it into somebody's routine. So I want to understand why you chose to do all these different
• 46:24
  variants of the product, but also from an entrepreneur's perspective for somebody listening that
• 46:29
  would say, okay, so I like this supplement idea. I'm trying to get into health and wellness.
• 46:35
  Should I do a coffee? Should I do a tea? Should I do a pill? How do you think through these
• 46:40
  problems in terms of commercializing the product? So firstly, I always start by thinking consumer first.
• 46:50
  And that's probably from 18 years of training being part of the Coca-Cola company. And so,
• 46:58
  when you go back to the consumer first and you look at consumer segmentation, you have super
• 47:04
  active super seekers, super seniors, right? The super seniors are happy with the capsule,
• 47:10
  right? This is their normal way of life. Now, we've differentiated with our segment,
• 47:16
  with the fact that we're bringing the roles, Royce of Resveratrol, Paisi Resveratrol, with all the
• 47:21
  benefits we've talked about for the last 20 minutes. When you then start to look at other age groups,
• 47:26
  and you understand the consumer behavior of those age groups, those super seekers and then the
• 47:32
  super actors. Super seekers are also people of 45 to 55. That's that longevity, hardcore focus.
• 47:40
  These consumers are looking at every category out there and are thinking about,
• 47:47
  I want more health and wellness in everything that I consume. And therefore, we decided to go into
• 47:55
  multi-billion dollar categories where there had been minimal disruptive differentiation,
• 48:04
  where consumers were seeking more than ever to have better for you health and wellness in
• 48:13
  everything that they consumed. And we're willing to pay a premium for it.
• 48:18
  So, we started with multi-billion dollar categories called Functional Coffee. And so, when you
• 48:27
  think about Functional Coffee, or Coffee in general, America runs on coffee, right? And this is also
• 48:35
  when we found that the consumer behavior was perfect for the proposition that we could bring
• 48:42
  to consumers to be able to give them amazing utility value. So, let's take coffee. People normally
• 48:49
  drink coffee. It's not just once a day. It's three to four coffees a day. When you understand the
• 48:54
  the behavior of the average American coffee consumer, it's at least three coffees per day.
• 49:01
  Well, with Venea and the fact that you're getting your physical energy from blood flow,
• 49:05
  we wanted to change that behavior. And we found that coffee was a perfect delivery mechanism
• 49:11
  because you're getting the benefits of your caffeine kick from the coffee. And in our case,
• 49:17
  we're using top-class 100% aerobica coffee beans to the great tasting product that we've done
• 49:24
  quantitative testing to make sure that all of our products are at least parity, if not better,
• 49:31
  to market leaders before it goes out of the bar harvest or the Venea stable. And so,
• 49:36
  now when you take the equivalent of one capsule of Venea and you combine it together with this
• 49:43
  great tasting coffee in a cake-up, compatible cake-up or compatible Nespresso pod, you're now
• 49:53
  basically giving an amazing proposition where for the consumer, they get their great tasting coffee,
• 49:59
  they'll get their caffeine kick, and then because of blood flow, once you're on the product,
• 50:04
  because of the benefits of blood flow, you're getting that physical energy, that mental
• 50:08
  alertness, the benefits of blood flow all through the day. So, maybe you don't need to take
• 50:14
  through your four coffees a day. Maybe just one Venea superfruit coffee is going to be good
• 50:20
  enough for you to have that physical energy and mental alertness that you need. So, you can see
• 50:25
  how the two created unique value for the consumer, right? Disruptive innovation,
• 50:31
  more health and wellness, convenience, because you have supplement and coffee altogether,
• 50:36
  but in a meaningful way, and providing it in a great tasting way. So, there's absolutely no taste
• 50:42
  compromised, which is why today we've sold nearly $3 million of coffee, direct to consumer,
• 50:49
  where probably the most premium coffee out there in the marketplace, but consumers are willing
• 50:56
  to pay because of the functionality, and we highlight the strategy, we call it superior science,
• 51:03
  superior efficacy, and superior taste. And then we did it again with our decaf. So, when you think
• 51:11
  about decaf, think about it, right? Decaf consumers, why did they drink decaf? They like to taste
• 51:16
  the coffee. They like to taste the coffee, and they drink decaf because they don't want the
• 51:20
  jitters and the crash, right? From caffeine. But now, voila, they can enjoy the taste of coffee,
• 51:28
  but get the physical energy, but not from caffeine, but from better blood flow. So, there's no more crash.
• 51:34
  Right. So, you're giving them that extra functionality, but giving them physical energy, mental
• 51:40
  alertness, through better blood flow, and there's no jitters, and there's no crash. And in the case of our
• 51:46
  coffee, decaf version, we went one step further, and we used Swiss water decaffeinated coffee,
• 51:54
  which is very important. Many of you will listen as may not know, but in a number of decaffeinated
• 52:00
  coffee brands, they use chemicals to actually extract the caffeine. Now, with Swiss, the Swiss water
• 52:06
  company, they use a very unique process, where there are no chemicals utilized to actually take
• 52:12
  the caffeine out. It's all done through a unique water process. So, we use amazing, great tasting
• 52:19
  Swiss water coffee together with our vignette. You're really hitting that sweet spot of the decaf
• 52:24
  coffee consumer, which is why decaf is a significant part of our sales, because we have a winning
• 52:30
  unique, better for you proposition, which brings superior science, efficacy, and taste to the consumer,
• 52:39
  giving them ultimately a really, really strong value proposition. I'm so curious. Why do more
• 52:45
  supplement companies not leverage existing habits? Like, when you say it, it sounds like such a
• 52:52
  common sense thing, but I would have loved a coffee that has a multivitamin in it. So, you start
• 52:59
  to see now that the whole area of functional coffees and functional teas are growing significantly,
• 53:07
  but it's challenging. There's a lot of R&D that's required. You've got to make sure that what
• 53:11
  you're putting in, you're getting out, that the stability of the actual ingredients are there
• 53:18
  after they've gone through the extraction process, and we spent literally hundreds of hours
• 53:23
  making sure that everything was in place to be able to guarantee the consumer that ultimately,
• 53:28
  when they've got that fun or cup of coffee, in their hand, they're getting the same amount of
• 53:32
  pice-eat resveratrol, those back to the same amount of pice-eat resveratrol, that's in one capsule
• 53:38
  of vineyard. It's just a lot of work. I would say, going back to the theme, we've never taken the
• 53:45
  easy path as a company, and it goes back to my job description as Chief Human Utility Value
• 53:52
  Officer of the Plant Kingdom. We believe in what we're building a movement of change,
• 53:59
  that movement of change goes from supplements all the way through to in our CDMO business,
• 54:06
  taking on board other opportunities to really develop life-changing compounds from plants,
• 54:13
  which are going to be for the supplement industry, the nutrition industry, the cosmetic industry,
• 54:18
  and of course in the pharmaceutical space. I just want to come back to, we talk coffee,
• 54:24
  we then move to teas. Yes. And so the teas came along because consumers basically set us,
• 54:33
  wow, it's amazing what you've done in coffee. Why don't I have this in tea? And then I literally,
• 54:38
  I looked at the numbers, literally 160 million Americans drink tea every single day. It's crazy.
• 54:46
  Some of that is iced tea, but a lot of hot tea, and specifically for those younger demographics,
• 54:51
  the coffee and the tea are really important ways for them to be able to have that additional
• 54:56
  supplementation. So again, we went and we, back to the consumer, the consumer was looking for
• 55:01
  organic teas, we have organic teas. The consumer was looking for sustainability. Sustainability is
• 55:07
  so important in everything that we do, and it's at the core of our technology. So we needed to make
• 55:12
  sure that we were really had best-in-class sustainability from a sourcing perspective on the tea
• 55:17
  side, and everything that we have is rainforest alliance certified. So basically is going through
• 55:23
  the best sustainability practices. And then again, making sure that we had that one
• 55:29
  equivalent of one capsule of vineyard together with the teas. We have an English breakfast tea,
• 55:34
  a signature green tea, a matcha green tea, which is a growing segment. And then for those people
• 55:38
  that don't want any caffeine, we have a cranberry harbiscuit tea, which is actually our best
• 55:45
  cellar after our variety pack, which is a combination of all of them. So that's the coffees,
• 55:51
  that's the teas. And I guess the one we're going to be launching in the market very, very shortly
• 55:57
  is our 2x formula 2. And this came from those super active consumers where we have a younger consumer
• 56:04
  base. Many of those people are athletes, right? And we started to do some work with athletes,
• 56:09
  and we saw that with athletes, one capsule of vineyard, obviously the benefit of blood flow
• 56:17
  was great, but we saw anecdotally improved overall their ability to deliver the results that
• 56:28
  they wanted to deliver. They saw an improvement with 2 capsules of vineyard.
• 56:33
  Well, I was actually just going to ask for certain populations, is there a compounding effect,
• 56:37
  or is there diminishing returns if you take three or four?
• 56:40
  Well, just speak because, because you're, so firstly, everybody's different.
• 56:46
  Yes. And so our clinical trial is based on one capsule of vineyard every day for 90 days,
• 56:52
  right? But some people, based on their differences, they may require up to two capsules a day.
• 57:01
  That's what we found specifically consumers that are slightly on the younger spectrum.
• 57:06
  So we developed for those super active and we're talking specifically more, also athletes,
• 57:12
  a chew product, which we call our 2x formula, which has two capsules of vineyard inside every single
• 57:19
  chew. And this is informed sport certified. So it's third party certified by informed sport,
• 57:25
  to make sure that we're passing that. Yeah, look, we're very serious about, you know, for athletes
• 57:32
  giving them a solution because anti-doping laws are very serious for athletes, whether it's NFL,
• 57:37
  NCAA, NBA, we need to make sure that if they're taking our product to, to help improve,
• 57:43
  increase the nitric oxide and to improve blood flow, that it's not going to get them into any
• 57:48
  problems. So we are third party certified by informed sport. Every single batch has to be tested
• 57:54
  and certified that it does not contain any ingredients, which would, which would violate any of
• 57:59
  the anti-doping regulation. So that's, that's the portfolio that we have in the world of red
• 58:05
  grape cell. And I'm very excited to share with you that we are going to be launching a second
• 58:12
  super compound next year anchored in olive cells, which goes back to the power of the Mediterranean
• 58:19
  diet. And our, our olive cells, we go back to mirror and magnify. And I have some actually,
• 58:26
  I brought some cells for you for the podcast. These are some of our olive cells. You can actually
• 58:31
  open it and smell the olive cells. And so we're now growing this in industrial scale. Yeah.
• 58:38
  So these are, these are from the Petri dish. This, no, in fact, these are grown in large-scale
• 58:42
  bioreactors. We're now fully, you know, we've, we've scaled it. We're now going through all the
• 58:48
  appropriate clinical trial program. And then what would be the compound? The compound. So this,
• 58:53
  what we've done, go back to mirror and magnifying, we magnified a molecule called Viboscuside.
• 58:59
  And Viboscuside is one of the most potent polyphenols from the olives. And in each 100 milligram
• 59:09
  of this material, it's the same amount of Viboscuside as approximately two liters of olive oil.
• 59:16
  Importantly, we're focused on liver health. So we've done our, our first set of in vitro trials,
• 59:24
  which we actually announced to the market about six weeks ago, where we demonstrated in human
• 59:30
  liver cells the ability to significantly reduce the fat levels. Now NARFLD is a very big,
• 59:39
  non-alcoholic fatty liver disease is a, is a very big challenge for, you know, today more than
• 59:45
  a hundred million Americans. And so we're now going down the path with this particular compound
• 59:51
  to work through the next stages. And then we will figure out how we bring this to market. But we're
• 59:57
  really focused on liver health. We see this as a very, very big opportunity to improve the overall
• 1:00:04
  health and wellness. So really being able to support a healthy liver as people again go through
• 1:00:10
  that aging lifestyle, a part of the life cycle is going to be very important.
• 1:00:15
  You can tell me what you're allowed to tell me, but have you thought with this technology
• 1:00:20
  and this process and the way that you figured this out, have you thought about future health
• 1:00:27
  needs that you could be solving? So we, everything goes back to the North Star of the company.
• 1:00:34
  And my job description we talked about before, the North Star of the company that we live and
• 1:00:40
  breathe by is to discover, develop, manufacture and democratize life-changing compounds from plants
• 1:00:55
  that change the lives from a health and wellness perspective of hundreds of millions of people
• 1:01:01
  improving the health and wellness of hundreds of millions of people. But importantly doing this
• 1:01:06
  in a way that protects the environment, the planet for generations to come.
• 1:01:15
  So we made a big decision. Everything as a company, everything we've spoken about up until now,
• 1:01:22
  everything related to our vineyard, superfood and olives that are coming in the future
• 1:01:26
  is related to our direct to consumer business. We don't sell through any retailers,
• 1:01:32
  after 18 years of coke, I had enough of retailers running a large company in the US. I used to be on
• 1:01:39
  a plane every quarter going to see all the major retailers. This time I want to build a direct to
• 1:01:43
  consumer business and it was a gift because today we have more than 50,000 active subscribers on
• 1:01:49
  vineyard and having that direct relationship with the consumer to gift because of the feedback you
• 1:01:55
  get on how the product is really changing their lives. But we realized we were not as a company
• 1:02:02
  going to be able to deliver on the North Star of the company of positively impacting the
• 1:02:09
  health and wellness of hundreds of millions of people by our direct to consumer business.
• 1:02:13
  Even if we scale that across, we'll continue to scale this business on going into more markets.
• 1:02:19
  Our next, we're regulated, obviously in the US, in Israel, we have a regulatory approval
• 1:02:24
  already in Canada as well. Next market will probably be Japan, but we're not going to get to the
• 1:02:30
  numbers and we live by changing the world. We're building a movement of change with this technology
• 1:02:35
  to really change the world. And so we decided to open up the technology to be able to partner
• 1:02:45
  with other giants of industry to be able to utilize the power of our technology.
• 1:02:52
  And we developed early, first quarter last year, we started a CDMO business. What does CDMO
• 1:03:00
  stand for? Contract development and manufacturing organization. So Scott, what this means is that
• 1:03:06
  today we're working with some of the giants of industry. We're talking about pharmaceutical companies
• 1:03:13
  because many companies, nutraceutical and nutrition companies. And we have a process whereby you
• 1:03:23
  go from plant to final compound. It's a two year R&D process. It costs anywhere between two and a
• 1:03:32
  half to four million dollars in a milestone way. We talked about mirror magnifying multiply. We
• 1:03:39
  do the tissue culture work first. There's a fee for that tissue culture work. Once we show them
• 1:03:46
  the customer, the final composition, they lock it. We move to a phase two where we grow the cells
• 1:03:52
  in small bioreactors and then a phase three where we grow the cells in the large industrial scale
• 1:03:57
  bioreactors. And today we grow plant cells in the largest scale in the world. We have bioreactors
• 1:04:05
  of north of 1200 liters and we continue to scale higher and higher. And so that process is normally
• 1:04:11
  a two year process to go from the plant to the final compound out partners, i.e. our customers.
• 1:04:19
  They have all the IP rights to the composition. We obviously own all the IP to the technology and
• 1:04:26
  the manufacturing and the process. And we produce for them under a royalty based relationship
• 1:04:34
  from a scaling and manufacturing perspective. So we have two significant deals already
• 1:04:41
  that we I'm allowed to talk publicly about. One is with a NASDAQ listed pharmaceutical company
• 1:04:49
  where we're producing for them an enzyme which is for them is a very important, it's an enzyme
• 1:04:57
  obviously from a plant which is a very important part of a drug that they have.
• 1:05:02
  This particular enzyme is very challenged from a supply chain perspective, consistency,
• 1:05:09
  geopolitical, you name it, everything that you can be challenged in supply chain. So they came
• 1:05:14
  to us and said, look, we want to control our supply chain. We want to control our destiny.
• 1:05:19
  We understand what your technology can do and therefore we're now in stage one with this
• 1:05:26
  particular company and we're hoping to move to the next stage shortly with them. And then we have
• 1:05:34
  announced in December a major strategic partnership with the biggest sweetener company in the world,
• 1:05:42
  Tate and Lyle. And they're an amazing company that had identified a number of plants out there
• 1:05:50
  that they felt could be the next generation of non-nutrative natural sweetness.
• 1:05:56
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• 1:06:00
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  with freshbooks today. That's freshbooks.com slash pricing dash offer for 60% off. How do you think
• 1:08:09
  when you start to create things that really focus on healthcare? Do you ever think about
• 1:08:15
  when you really really get big how traditional pharma and drugs are going to react when you start
• 1:08:22
  to create things that can delete. If you keep going, some of the stuff that you create is going to
• 1:08:29
  replace the need for some of the drugs that are out there. No, I don't think like this. You don't.
• 1:08:33
  I think about partnership model. You think? It's all partnership model. Look at the end of the day.
• 1:08:40
  There are amazing existing solutions out there, right? As it relates to key indications.
• 1:08:48
  Yes. We want to be the best partner for pharma. Literally, in the case of this, the one
• 1:08:58
  deal that I spoke about earlier, it's critical because ultimately you're utilizing
• 1:09:04
  a enzyme from a plant. You've got to have consistency. You've got to have consistency of supply.
• 1:09:10
  The world is changing. Every single day with the environmental change of climate challenges,
• 1:09:16
  it's impossible to get that consistency. Our technology is able to harness that consistency.
• 1:09:24
  Companies need consistency of supply. They can't have pressing changes all the time.
• 1:09:31
  They need to own their IP as well. This is where we play a very critical role. We believe
• 1:09:37
  that it's almost like going back to the future. We believe that chemical synthesis,
• 1:09:42
  that pharma, because ultimately pharma walked away from the plant kingdom, pharmaceutical companies
• 1:09:47
  walked away from the plant kingdom because they felt that with chemical synthesis, they didn't have
• 1:09:53
  to deal with the issues on consistency and economic viability where we started this discussion.
• 1:09:57
  But through chemical synthesis, they could take the most critical molecule and synthesize it
• 1:10:04
  in a lab cost effectively so they could get the economics right and they could own the patents.
• 1:10:10
  That has taken the world so far. There's amazing, amazing developments that in modern human
• 1:10:19
  lifestyles that have come from that process. Then you have biologics, the last 25 years.
• 1:10:27
  Thank God for biologics. There's some amazing biological therapeutic solutions out there in the
• 1:10:33
  market which are game changing and helping improve people's overall lives. But at some stage,
• 1:10:41
  you start to understand that the opportunities that you haven't been able to
• 1:10:49
  generate with chemical synthesis and with biological synthesis, because in some cases,
• 1:10:56
  you can't chemically synthesize certain molecules from plants. You have to go back to the
• 1:11:03
  plant kingdom. You have to go back to the future. That's why our technology today, with a critical
• 1:11:12
  bridge, we want to be the critical partner. When farmer do need to go back to the plants because
• 1:11:21
  the solutions ultimately are many often indications, as well as major indications that are not
• 1:11:29
  optimized. The solutions may very well lie in the plant kingdom, but there needs to be a
• 1:11:36
  technology. This is when you bring science and nature together. There needs to be a technology
• 1:11:41
  that's able to take and unlock the secrets of the plant kingdom using cellular biology to be
• 1:11:48
  able to produce with unique consistency, economic viability and patents so that we can be a critical
• 1:11:56
  partner to farmer for them to go and spend the millions of dollars as they need to do in clinical
• 1:12:02
  trials, going through the right regulatory processes, but we can have the right biological material
• 1:12:08
  that ultimately can deliver those critical next generation science-based therapeutic solutions.
• 1:12:16
  Where in the last 40-50 years, the plant kingdom hasn't really had the opportunity to have the
• 1:12:23
  large shine on it. We are shining the torch. Remember, I'm the CEO of the plant kingdom. We're
• 1:12:31
  shining the torch on the plant kingdom and we're also saying, look, we've got to be careful
• 1:12:37
  because as human beings, we're destroying that kingdom. Every single day, Q Gardens,
• 1:12:43
  who is the Botanical Gardens in London, Q Gardens published a 24 months ago where they talked
• 1:12:49
  about how many plant species are becoming extinct every day. What it means for the future
• 1:12:55
  of the next generation of therapeutic solutions, we've got a technology that can harness,
• 1:13:02
  can build cell banks of those critical phytomedicinal compounds of phytonutrients and so that they
• 1:13:09
  can be used in the future if God forbid they become extinct. There's multiple applications.
• 1:13:16
  Is that an exercise you're going through now? If there are certain plants out there
• 1:13:26
  that are so critical to the next generation of therapeutic solutions, this is a very real
• 1:13:33
  use case of our technology because once we create the cell banks, we never have to go back to the
• 1:13:39
  plants. So it's a very, very important use case or in some cases you have very critical plants out
• 1:13:46
  there which are grown in a very scarce, very expensive and ultimately go back to our North Star.
• 1:13:55
  We wanted to democratize all about democratization. I want to just pull out some last ideas
• 1:14:02
  for entrepreneurs that are listening that look at you and they're just thinking, this is an
• 1:14:08
  incredibly disruptive business, like hats off to you for taking this challenge on.
• 1:14:14
  If you were going to, if you were going to give some words of wisdom, if you were trying to do
• 1:14:18
  something that's never been done before, how should an entrepreneur approach a problem as big as
• 1:14:24
  this? I mean, I know you didn't start the company but now you've grown it and scaled it and you
• 1:14:29
  bet on it when you invested in it. Yeah, look, it's interesting because as I explained earlier,
• 1:14:35
  I found a company that was a gold mine of R&D. They just didn't know how to extract the gold
• 1:14:41
  and bring it to the market. So my experience 18 years ago, six years building together with
• 1:14:49
  two partners, a big data IoT and software company which we sold to ABMBF, that experience helped me
• 1:14:56
  in basically the commercialization, the bringing of the gold to the marketplace. But a couple of
• 1:15:03
  things when I stepped back and I looked at it with perspective. Firstly, as an entrepreneur when I
• 1:15:08
  came in, I just found the most amazing people and also going from high tech to biotech, it was like
• 1:15:17
  a massive cultural change for me. Okay, the DNA of people in biotech, I always said to my wife,
• 1:15:23
  I wish I would have done this 20 years ago because I have the privilege of working and the founders
• 1:15:30
  of the company and the people that have built the company are a group of probably the most
• 1:15:35
  tenacious of Israeli female biologists that just have dedicated a good portion of their lives
• 1:15:45
  to changing the world. And every day they come to work and no matter how tall the order of the
• 1:15:51
  biological challenge or scientific challenge, they've been able to figure it out. And I realized
• 1:15:57
  coming into this that wow, surrounding myself with such amazing people with such strong conviction
• 1:16:05
  on what they do every single day, it's infectious. You can see my passion is that passion is derived
• 1:16:13
  from them plus all the customers out there who see such a big impact and I get this through the
• 1:16:20
  reviews on utilizing our products. So this is the first thing, make sure you're going into a company
• 1:16:25
  where you really believe in the people and the people have just unique conviction.
• 1:16:29
  And then the second factor, and that's something that I've held in my career in every job,
• 1:16:34
  which has basically allowed me to have, thank God, good success in a career that I've been able to
• 1:16:45
  look back and be proud of is I call it end to end. You have to understand the business end to end.
• 1:16:53
  And often entrepreneurs, they choose one end or they choose the other end or they choose a swim
• 1:17:00
  lane. No, you have to understand every job in the company. And in the last five years, right,
• 1:17:10
  I have spent enough time in every sections of the company where I can maybe not understand
• 1:17:17
  everything, but Scott, I can appreciate the jobs. I understand the roles. I understand the
• 1:17:25
  critical parameters. I can have the dialogue with one of my team members in our biological facility.
• 1:17:33
  I can have this dialogue. I can talk to him about the critical elements that he or she is doing
• 1:17:38
  in their role all the way through to be able to dialogue and challenge the top PhD plan cell
• 1:17:43
  biologists. And that end to end, it's a it's a compromise because it takes a lot out of you,
• 1:17:52
  but I don't think there's any chance for entrepreneurs to be successful without all the luck you need.
• 1:18:02
  And, you know, luck and and muzzle is equal in every respect. You have to have that end to end
• 1:18:09
  deep, deep knowledge and appreciation. And that then helps you also engender the commitment
• 1:18:18
  of people. One thing that I've noticed about you in particular is you're so passionate about
• 1:18:24
  what you do as a CEO. I think that's also something that I don't know if you're aware of how I've
• 1:18:30
  not a lot of CEOs. I think that you live end to end because I can tell how into the weeds and into
• 1:18:38
  the science you are. Not every CEO is as into the science as you are, but we're talking before
• 1:18:44
  press record about how not I don't know if it's open sourcing, but also it's like what was it?
• 1:18:51
  How do you describe the acronym that you mentioned? CDMO, CDMO and the CDMO.
• 1:18:55
  And you open up the technology to other companies. It reminds me a lot of what Elon Musk did with his
• 1:19:00
  electric cars and how he open sourced all the plans to anybody who wanted to build electric
• 1:19:05
  cars because he had a big mission. So you have big mission, but you also evangelize that mission
• 1:19:11
  because and similar to Elon Musk, he's a he's a big evangelist of his own mission. But also
• 1:19:18
  he can have educated conversations with anybody in his company about
• 1:19:24
  them building that rocket or them building those solar panels or them building that color. He
• 1:19:29
  gets into the weeds and he can have those educated conversations. So he's not only passionate.
• 1:19:34
  He not only cares about a big mission, but he also he's also able to have these conversations
• 1:19:40
  in depth with the people that work around him. And I see a lot of those similar traits.
• 1:19:44
  I'm very humbled by the comparison. We have a similar name. We're both born in South Africa,
• 1:19:50
  but the comparisons that you've drawn. I'm truly thank you. I'm truly humbled.
• 1:19:55
  But I recognize that. And I'm starting to see why that makes you
• 1:19:58
  why you're successful. I think that those are ultimately like if you look at Elon's done like
• 1:20:03
  everything he's doing is building movement of changes. And I think it's all driven by changing
• 1:20:09
  the world and leaving the world in a better place for generations to come. And ultimately you know
• 1:20:15
  I felt when I came into this company at the age of 46, I'm now 51. And I think I'll do this
• 1:20:21
  for as long as I can possibly do this because I love what I'm doing. We're building a movement
• 1:20:26
  of change. We're trying to change the world and leave a legacy. Leave a legacy. You know I have a
• 1:20:32
  19 year old, a 16 year old, two boys and a daughter of 13. And I often say to my wife like
• 1:20:39
  if I was like you know 20, 28, 29 all over again, would I want to bring three kids into this world?
• 1:20:45
  And this world today is a very, very challenging world for many, many aspects.
• 1:20:50
  Politically, yep, you know, just look at it on a basic level. You have 8 billion, 9 billion
• 1:20:56
  people, soon 10 billion people in the next 20 years. How are we going to feed ourselves?
• 1:21:01
  So if we're not leveraging the power of these kind of technologies, same way Elon's thinking
• 1:21:06
  about this in the context of he's world, if we're not thinking about it now, how are we going to feed
• 1:21:10
  ourselves? How are we going to make sure that where we have all the required phytonutrients?
• 1:21:17
  Are we healthy? And in order to have better health and wellness, as it relates to what we consume,
• 1:21:23
  as it relates to the next generation of therapeutic solutions, how do we make sure we do this in a
• 1:21:29
  way that's sustainable? I mean in each one of our bioreactors, every time we produce our red
• 1:21:34
  grape cells, each bioreactor is basically producing the same amount of pice-eat resveratol as about
• 1:21:41
  7 to 8 acres of land in a three-week period. So we're utilizing a micro-fraction of the land,
• 1:21:48
  we're utilizing a fraction of the water and the fraction of the energy. We have to, as human beings
• 1:21:54
  today, we have to leverage our knowledge of science with nature to be able to optimize the scarce
• 1:22:02
  resources that we have and protect those resources. Because if we don't do it, what's going to happen
• 1:22:09
  to our children? What's going to happen to our grandchildren? And I don't think enough people today
• 1:22:14
  are living outside of the now. And I understand that because it's not easy to function in this world,
• 1:22:20
  you're always thinking about now, but we have to be thinking about generations to come. And governments
• 1:22:25
  have to be thinking about generations to come. But you know, we all know that that's pretty challenging
• 1:22:30
  right now. They move slow, they move slow. So entrepreneurs, you know, like the Elon Musk and
• 1:22:36
  the little entrepreneurs, like me, you know, this is why we're all trying to drive these movements
• 1:22:41
  of change. But the world's different today because in our movement of change, every single one of our,
• 1:22:47
  you know, in the case of the US, 50,000 active subscribers on VINIA and growing 1,000 every month,
• 1:22:53
  they're members of that movement of change. They're building that movement of change. Every time they
• 1:22:58
  talk about what the product does to them, bringing new people, we're building this movement of change,
• 1:23:03
  one customer at a time, our retail investors are helping us build the movement of change. The
• 1:23:09
  world is changing. And this is what we've got to do. We've got to build these movements of change
• 1:23:14
  that impact people's lives so significantly because we've got to leave legacies, ultimately
• 1:23:20
  it's about leaving a legacy so that we leave the world in a better place for generations to come.
• 1:23:25
  What's the legacy you want to leave? Look, I go to bed at night with this technology, you know,
• 1:23:36
  a CEO, well, the CEO of BarHav has answers or chief human utility value of the plant kingdom.
• 1:23:44
  I go to bed at night saying, don't mess this up. You've got a gift from God, a real gift,
• 1:23:51
  17 years of amazing females, scientists, Israeli tenacity that has got us here,
• 1:24:00
  don't mess this up. You've got to make sure that you scale this technology. You've got to make
• 1:24:04
  sure that you give this technology to major companies out there to be able to develop those
• 1:24:09
  life changing plant compounds out there. And one piece that we work so hard at is the economics.
• 1:24:18
  You know, our facility today in Israel, it's a facility that costs us five million dollars
• 1:24:24
  to build this facility. This facility can produce 25 tons of our vineyard red grape cell powder.
• 1:24:32
  Based on what we sell it today in the marketplace and our major package, which is 99 dollars
• 1:24:37
  for a three month subscription, that gets us to about a revenue of about 65, 70 million dollars.
• 1:24:44
  And you're on a five million dollar one time capex. That's software economics in biotech,
• 1:24:53
  which is why I like to call ourselves fast. In America, you say fast, where I come from, it's fast,
• 1:24:59
  but fast biotech. And what this allows me to do, go back to what I live in bed at night,
• 1:25:06
  thinking about is ultimately we spent the last 18 months digitizing our facility, digitizing
• 1:25:13
  every single biological metric of all of our, you know, 130, 440 plus biorectors that we have
• 1:25:20
  on the floor at any time. There's no other facility that's growing plant cells at such an industrial
• 1:25:26
  scale in the world. And I know that by building the digital blueprint, we can copy paste. We can
• 1:25:34
  scale this. We can scale this to have bio manufacturing plans in every continent and then in every
• 1:25:41
  single country because that's the challenge. This is amazing technology out there. Many companies
• 1:25:46
  have amazing technology, but the numbers are the other way around. It's like 65 million dollars
• 1:25:51
  in capex. And at your first year, you're making five million revenue and maybe it takes you five
• 1:25:56
  years to get your pay back. No, our technology, the technology that we've developed allows us to go
• 1:26:02
  back to the North Star, allows us to democratize, democratize these plant compounds. And that's
• 1:26:10
  the legacy that I want to leave. The legacy is to develop whether it's five or ten life-changing
• 1:26:18
  compounds from plants that affects the lives of hundreds of millions of people. And doing this in
• 1:26:25
  a way that we leave the planet in a better place for generations to come. Where can people
• 1:26:33
  find out more, where can people purchase, subscribe, follow, see all the new things that you're
• 1:26:38
  eventually going to put into the market? So if people are interested in vina, I encourage them
• 1:26:43
  go and look at vina.com, go and read out more than 9,000 verified reviews. It's just vina.com.
• 1:26:49
  Also, if people are crazy at Amazon, you can go and buy us on Amazon. You know, we have a really
• 1:26:54
  good presence on Amazon and you can buy our coffees on Amazon as well as our teas similar on our
• 1:26:59
  website. So that's in the case of vina. In the case of understanding more about BiHARV as
• 1:27:04
  sciences, we're listed on NASDAQ. Our ticker is b-h-s-t, b-h-s-t. And you can go to BiHARVS.com.
• 1:27:15
  You can also reach out to me, elanadbahavis.com. If you're interested, I have a service level
• 1:27:20
  agreement with all my, all our customers and investors of a 48-hour turnaround in response.
• 1:27:26
  That's pretty good. Again, we're building a movement of change. So people bother to reach out to
• 1:27:31
  you. You want these people to come onboard the movement of change. It's only respect to respond
• 1:27:37
  like this. I do my best. Sometimes things slip through the cracks. I'm only human. Or you can contact
• 1:27:44
  Justin, J-U-S-T-I-N at BiHARVS.com. He heads up our investor relations.
• 1:27:50
  I want just to close this out. You've given over so much. I think there's a lot of people to understand
• 1:27:57
  if they have not really thought about the health benefits of what this can do for them and how
• 1:28:02
  it can change their life. But if you want to just leave the audience, the audience loves obviously
• 1:28:09
  health, wellness, innovation. This is what you're speaking to. It's like right up your alley.
• 1:28:15
  Some last words of wisdom. So talk to them about what they should focus on in the future of their
• 1:28:21
  health, but also maybe just tie in for the entrepreneurs some final words of wisdom about some of the
• 1:28:28
  innovation. They should be excited about or that they should even think about building themselves.
• 1:28:33
  Like, what does the world need to think about in terms of health and wellness and innovation
• 1:28:37
  from somebody who lives this every single day? Well, that's a big question. It's a very big question.
• 1:28:44
  So let me first go back to people in the context of health and wellness. The most important thing is
• 1:28:51
  know. Today the world is so open and your access to information is so much easier.
• 1:28:59
  And I would say to you that you need to know and understand what different health and wellness
• 1:29:09
  solutions you're using and consuming. So we talked a lot today about solubility. Is it going back
• 1:29:15
  to? Is it soluble? Is it bioavailable? Are there clinical trials behind it?
• 1:29:21
  Their world is so open you have access to so much information. So I think it's really,
• 1:29:26
  really critical. Ultimately, we're all trying to do the best in order to optimize the time that we
• 1:29:32
  have on this planet. And in that context, it's so important to put the time into learning about
• 1:29:40
  the companies, put the time to learning about the technologies. And if it works for you,
• 1:29:46
  because the companies are doing all the right things as it relates to ensuring that they are
• 1:29:52
  really delivering life-changing compounds to you, become a partner in their journey,
• 1:29:59
  help them build a movement of change because those companies that are trying to build things
• 1:30:04
  the right way, wow, it's a heavy lift, right? It's a heavy lift. And you know, I appreciate you
• 1:30:11
  you're saying you're seeing the passion that I have, but I have the passion because I have the
• 1:30:14
  conviction and I have the passion because I've seen the impact of this technology and therefore
• 1:30:20
  it becomes infectious, right? It becomes in a way as sickness because you realize that you have
• 1:30:26
  the ability to drive such a magnitude of impact on people's lives. So how can you walk away from
• 1:30:33
  that, right? And then as entrepreneurs, look like nothing's easy. And I always say like honestly,
• 1:30:41
  every day I kind of count how many times I had to climb up Mount Everest in the back. And some
• 1:30:48
  days you kind of get to like base camp and you have to climb to base camp sometimes, you have to
• 1:30:52
  feel like you're really climbing to the top. And it's hard to build amazing people around you,
• 1:30:59
  like I'm so lucky in this company that I've been able to build a dream team from the two co-founders,
• 1:31:06
  Dr. Jochichagai, Dr. Zakirakib, just amazing people with great maturity, great professionalism.
• 1:31:12
  I'm surrounded by, you know, in biotech or as I call fast biotech, age is everything.
• 1:31:18
  Age is everything. I mean, I have some technicians that are in the early 70s. I'm begging, I'm like,
• 1:31:25
  you're not retiring. You have a job here until, until whatever, right? You have a job here because
• 1:31:31
  the skills and the knowledge, knowledge and experience is everything. And coming from high
• 1:31:36
  tech at the age of 45, I was the oldest guy in the company. But I felt like a babysitter,
• 1:31:42
  babysitting all the, you know, the engineers, the computer engineers. And so, you know,
• 1:31:50
  surrounding yourself with experience, quality people that have souls that I have such great
• 1:31:58
  conviction to do what you're doing. And then making sure that everything you do every day,
• 1:32:04
  you try and do things the right way. Do things the right way from a moral compass perspective.
• 1:32:11
  I think you have the best chance of success. It's not guaranteed, but you have the best chance of
• 1:32:17
  success. But don't underestimate those things because those are the building blocks. I think they're
• 1:32:23
  the building blocks of great people, great teams. And ultimately, hopefully, what will be legacy
• 1:32:32
  companies that have really leave a grandstand of a mark on the world by making the world a better place.
• 1:32:41
  And ultimately, driving transformational human utility value. First, before she'll hold a value.
• 1:32:53
  All right. And that, I believe, if you really believe in that order, that sequence, I think,
• 1:32:59
  and you surround yourself with the right people. And you believe in the power of experience.
• 1:33:06
  I think we have a much better chance of success knowing that success is like climbing
• 1:33:12
  Mount Everest and back. And you're driving movements of change, you know, I don't know, it's probably
• 1:33:17
  a hundred times. And you can't ever get tired, right? So you have to have the virtual cycle. We're so
• 1:33:24
  blessed in our company. Honestly, there are days where I lie in bed and it's been a horrible day,
• 1:33:31
  tough day, but I lie in bed and I read the customer reviews. And I have the energy to get up in the
• 1:33:39
  morning and to just do it again and figure out a solution.