In the dark, I play my dreams.

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Welcome to episode for any of the

permaculture pimp cast where pimp stands

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The only pimp cast on this earth that

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Oh yeah, good to be here with y'all.

Oh yeah.

I've told everybody we weren't going to do

a whole lot of broadcasting on YouTube

anymore, but hey,

I wasn't exactly entirely truthful about

that.

Because I know our guest today, Pete,

I can't wait to get into it with

him.

I know that he's not going to say

anything that's going to be offensive to

the YouTube overlords out there who kick

us off for two weeks because we had

a guest talk about an element on the

periodic table.

So anyway,

he's pretty agile in conversation.

I'm sure we're not going to have a

problem.

And I think you guys are going to

be so glad you tuned in.

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All right.

Well, where do I even begin right now,

y'all?

We've got a lot of crazy stuff going

on in this world right now.

One of the latest being this avocado oil

scandal.

And a whole lot of companies out there

caught in the middle of it.

A lot of companies that people trusted.

And turns out, folks,

here's the part that blows my mind more

than anything.

This is why this couldn't be more timely.

Every one of those companies,

I think there were, last count,

I think there were maybe eighteen of them

that didn't have what they said in there.

In fact,

they were using anything other than

avocado oil.

Out of all those companies that were

busted,

only one even bothered to offer a

statement.

And that was Mark Sisson over at,

oh shoot, Primal Kitchen,

I believe the name of it is.

And I used their products as well,

or at least I had in the past,

but

not anymore folks we live in a world

where everywhere black is white and white

is black nothing makes sense anymore and i

can't think of anybody else better to

bring him right now than mr pete strayer

he's the chief marketing officer over at

azure standard pete so good to have you

how you doing buddy thanks billy good man

good to see you again it's been a

while

Yeah, it's been a while, man.

It's a joy to have you on the

other end of this thing, man.

Sorry to kick this thing off with

something like that,

but before we get into some of the

scandal and the other things that are

going on in here and why you guys

don't do things that way,

before we get hopping and popping on that,

every superhero has an origin story.

Pete, why don't you tell us yours?

What brought you to where you are now?

Oh, man.

Yeah, it's a long origin story.

Just in a nutshell, you know,

it's really God's faithfulness and a

willingness to kind of go where the Lord

leads.

And for me,

it was one of three areas.

It was either going to be ministry or

music or marketing.

And God graciously braided all three of

those things together over the course of

my life.

And so I've been pleased to be a

vocational pastor, a worship minister.

I've been really happy to have a career

in music professionally as a songwriter

and as a player.

And then in marketing,

when I wasn't doing either of those

things,

I learned marketing here in Nashville,

which is where we run all of Azure's

marketing out of central Tennessee.

And I just gained a background.

in a way that's unusual for a creative,

that I had enough of my left brain

still surviving from the creative element

to kind of lock in on numbers and

business and things like that.

And over the course of time,

I found myself at Gibson Guitar.

working as their director of public

relations and then eventually their global

director of entertainment relations.

And then eventually over to General

Dynamics,

the huge government conglomerate where I

had a role in their public network

wireless systems division as

communications and finance and QEHS.

and then eventually over to my first CMO

role at a company called OsteoStrong.

And they're a biohacking franchisee with a

proprietary series of machines that help

reverse osteoporosis by triggering the

brain to increase calcium density.

Super cool organization.

and then eventually i i did my own

thing as a consultant and i had about

fifteen businesses that i consulted with

on on the marketing front and with ceos

to make their businesses work well and

typically it would be ceos who would hit

some form of glass ceiling with their

business some kind of growth impediment

and through a mastermind group and

consulting we would help those ceos over

that hump well that brought me to azure

standard about five years ago and

Started consulting with Azure and just had

such an alignment with David Stelzer.

He's the founder and CEO and his family.

And Azure is a family.

I flew out to Portland and then drove

east for about an hour and a half

on the other side of Mount Hood.

which is where Azure is located,

a huge farm there.

And it's David and his eleven kids and

his brother and his ten kids and his

nephew and his eight kids.

It is very much a family operation.

And for as big as Azure is,

I expected some kinds of trappings of

success.

And I got out there and I was

totally incredulous because there was

zero.

It was nothing.

David had a cubicle in the call center.

He drove a dust covered

Tesla,

which I will say the Tesla part's cool,

but if a Tesla could be made into

a farm vehicle,

he made his into a farm vehicle and

just zero ego or attitude.

And so eventually we just hit it off.

And over time, he said, you know, Pete,

we were kind of entering that

that phase with Azure's growth where we

need a CMO.

We need somebody to guide the marketing

side of this because it's been all word

of mouth.

And so going on nearly four years ago,

I got into this chair as the CMO

and Billy, man, you know,

we're at all the homesteading conferences

and health conferences and we've been at

some together with you.

It is just the coolest place and space

to be.

And Azure, you know,

it's just something that resonates with

the mission and vision and you're speaking

about the avocado controversy you know

that boils down to trust and authenticity

and i always tell our audiences that we

have a crisis of those two things in

america right now we're giving

authenticity away because we're ceding our

authority to mechanized or computerized

voices who will think for us who will

plan for us and and we are

At Azure,

we embrace innovation and technology for

sure, but we know where the line is.

You know what I mean?

And so we don't speak to the customer

through AI voices.

We don't communicate marketing through AI

means at all.

And then when customers call into Azure,

they're going to get a person.

They're not going to get a tree or

an artificial thing.

uh...

we're just trying to recover those trust

and authenticity elements when it comes to

our food and everything else but as you

know and highlighted uh...

there's a lot of work to do well

speaking of which i mean there's

I mean,

I got to talk about the elephant in

the room because here in the chat right

now, they're already asking,

does it mean Azure Avocado Oil from Azure

Standard can be trusted?

I mean, obviously,

everybody is going to be asking these

questions.

And, you know,

I remember when I met David,

I was absolutely floored that I didn't

care how obscure the object was that was

on the Azure table.

He knew where it all came from.

It was the fish oil in particular that

blew my mind because he knew it was

like, hey,

Jimmy over here on the dock over in

Iceland or wherever this guy is from,

this is where we did it,

or this is why I asked about other

products and he explained, well,

this is why we don't have it,

is because I can't reliably,

ethically source this thing.

But it really blew me away.

But Pete,

would you mind addressing some of that

right now?

Why should they trust Azure?

Yeah, well,

this is something that drew me to Azure

again.

Personally,

I had a marketing consulting company with

fifteen clients that I needed to shut down

to come work for David at Azure.

And I was not going to go anywhere

or shut down what I had worked so

hard to develop for a situation that I

couldn't trust and that wasn't living what

they preached.

And so as I got to know David

and the family and the processes around

product acquisition, how they grow it,

how they vet our partner vendors,

and I will say,

ninety-nine point five percent of Azure's

are USA small independently owned

businesses and farms.

We go to those farms.

We vet them personally.

And Azure already by default in our

product standards,

and we publish this on our website,

we ban right away about fifty ingredients.

And that's just the starter list.

In our vitamins and supplements we ban two

hundred ingredients.

So anything that is artificial,

preservative,

anything that isn't healthful or natural

to the plant or helpful to the human

body, we ban.

And as I got deeper into Azure and,

of course, began marketing the brand,

there are challengers to that claim.

They're like, prove it, prove it,

prove it.

And so there's been occasions here and

there where we have, like, okay,

we'll go test it.

We have sophisticated means of testing our

own products for purity and

and potency and because we're into

regenerative organic farming at Azure,

we are very careful about our soil

stewardship and we know what goes on the

ground and what we're doing in terms of

encouraging biodiversity in our plants and

crops and landscapes and things like that.

and all of that contributes to a higher

level of purity and quality and nutrient

density in our products and so we do

check from time to time we actually took

a batch of blueberries because we were

making the case that regenerative organic

is provably scientifically provably more

nutritious than a conventional blueberry

And most nutrition panels that you'll,

you know,

if you're looking at a store and you're

looking at a nutrition panel,

it will list, you know, carbohydrates,

proteins, sugars and things like that.

Well,

it doesn't break down the type of sugars.

And in the case of an organic blueberry,

that's grown in regenerative soil,

you have a mixture of complex sugars that

show up in the blueberry.

Complex sugars are used by the human body

in a much slower way.

It's kind of eased out into your system

over time so you have a consistent energy

gain from burning off that sugar.

Simple sugars, on the other hand,

are quickly metabolized by the body and

that's where you get kind of that high

for eating the simple sugar and then you

kind of crash.

And we found out by that study that

an organic blueberry has significantly

higher complex sugar presence than a

conventionally grown blueberry.

And that's true across the board for

nutrient content, vitamin content,

mineral content, and all of those things.

But with respect to the avocado issue,

there's a few things that we've gotten

into as related to seed oils and oil

processing that most people in the public

don't understand or know about.

Because we have Azure organic potato

chips,

and we fry those in organic sunflower oil.

and you know about the mantra out there

seed oils bad it's just a sentence that

everybody repeats kind of almost

reflexively and in most of the time for

good reason because if you go to your

average grocery store you go into the

middle the store down an aisle you have

a ton of seed oils that have been

processed with chemicals that are not

removed from the final product

and the net result of that is an

inflammatory response in the body.

And this is what practitioners and doctors

are warning about when it comes to seed

oils,

that those things are pro-inflammation.

And we know the connection between

inflammation and chronic disease, right?

Well, with respect to what Azure does,

we use processes, A,

with organic non-GMO seeds and oils.

We cold process it,

and we have it under a methodology that

leaves zero,

because there are no chemicals in our

processing system,

But in the case of conventional

processing, there's hexane.

There's a whole host of chemicals that are

residual that come out actually in the

food product that has used the seed oil.

So what people have come to us and

said, hey, we don't like that.

Could you please process your chips using

avocado oil?

And we're like, well,

we thought about that.

But you should know that doing our type

of processing with avocados would make the

price absolutely cost prohibitive.

We're not going to charge fifteen bucks

for a bag of chips.

But that's what it would take to make

sure that an organic avocado

came through the system and was processed

in a way that had zero residual outcomes

and that it was entirely safe and friendly

to the human body.

So even brands that are out there,

as you pointed out, who have said, hey,

this is avocado-based,

I almost guarantee you,

and the study and the recent controversy

proves that most of those brands,

unfortunately,

have either

not used avocados or it's a blend of

avocados with some other kind of oil,

or they used chemical processing that

leaves residual traces in the food.

For Azure,

we're not down with any of that.

We want to be able to be the

place that people can trust that we've

vetted the food products,

we test the food products,

I'll give you another quick example.

In the case of our cattle farmers.

So Azure sells everything, frozen foods,

chilled foods, meats, frozen meats,

and all that stuff.

So we have a whole host of cattle

ranchers that we get our meats from.

And of course,

there are high standards there as well.

And if you keep up with agriculture,

you know that there's been programs around

vaccinating cattle herds

and they're routinely vaccinated and given

antibiotics and hormones and things like

that.

Well, we're not down with any of that.

And so we have contracted with,

with ranches across the country who will

meet our standards,

which is to say they legally state to

us that they do not participate in any

of those programs.

Even when it comes to grain,

because when some cattle ranchers resisted

the direct vaccination of their cattle

with mRNA,

Um, unfortunately, you know, uh,

another channel for the administration of

that technology was through grains itself.

And I'm not going to comment on the

positives or negatives of that technology,

but I'll just say on our side,

we're trying to do it completely.

a hundred percent organically.

And if you can't trust the meat you're

eating, the avocados you're eating,

the oranges, the wheat, the grains,

the oats, and things like that,

then you're either in for a lifetime of

spending a few hours every time you go

to the store to buy a product to

ensure it's pure,

double checking the company,

double checking the testing,

reading the label,

or in the case of Azure,

coming to a family-owned,

family-run company that takes it very,

very seriously.

And we're really proud of what we've

built.

And when we do come under scrutiny,

we're happy to test our products.

We did it recently with our coconut oil.

We wound up on some list that said

our coconut oil was contaminated.

And when you reach Azure's level of

influence,

you're always going to have enemies and

naysayers.

And we knew it wasn't.

And so we reached out because we're very

relationally driven.

And we were like,

where did you get this?

Because we weren't sure if somebody

substituted something,

if there was a contamination somewhere in

between.

So we wanted to give them the benefit

of the doubt.

and go, hey,

we're going to take this seriously and

look into it.

But we promise you from our hands to

you, there is no contamination in our oil.

And they never responded.

But we went ahead and ran tests just

to make sure and to prove it on

paper scientifically that this was the

case.

And of course,

it proved itself to be true.

And so we went back to those people

because they published this.

And we said, well,

we think you're obliged to publish our

testing as well.

to clear the air and ultimately never back

from its it's just the kind of thing

where if you're not down with what we're

doing you know you want to destroy it

and we don't wish harm on anybody we

will help everybody prospers and as well

we definitely won't you know stand for

people lying about our product quality

some

Yeah, sadly,

that seems to be the case in so

many different ways.

I personally know of business owners that

just because some person out there just

woke up, like in the Steve Martin movie,

The Jerk,

he just goes to the phone book,

picks this guy, you know what,

I'm going to kill this guy today.

And I think people wake up sometimes,

especially when businesses are based,

certainly the ones that are more

faith-based are going to suffer the slings

and arrows, I think,

more than those that aren't.

But, Pete,

I want to kind of drift into something

else.

I'm kind of going back to this avocado

scandal to a certain extent,

and I'm glad you put it out that

way because I was wondering, okay,

why don't you guys have it?

But it makes perfect – I know a

company right now for chips,

a five-ounce bag of chips.

They want –

I think, thirteen bucks for it.

And I I don't even know if the

Rockefellers would buy that.

I mean, I don't know who's buying this,

but the people I know are not going

to do that.

And like I told my wife,

I was like, well,

I guess we'll just have to get really

good at making our own stuff even better.

I mean,

we we eat everything we make here every

for the most part.

And now it's just going to make me

get another skill in my in my

I never figured myself making tortilla

chips, but hey, I'll get it done here.

I got plenty of fat.

And you got a lot of skills.

I'm about to gather another one here.

That brings me back to the avocado thing.

I don't want to stay on there too

long,

but I do want to say that

It seems to me that once you lose

the trust of your customer out there,

if somebody from one of these places,

and also I need to preface what I'm

saying is,

this was done in Southern California.

There may be a bunch of lunatics there

lying about some of these companies.

So until it's corroborated,

in some kind of way,

I wouldn't be a hundred percent believe

it.

But at the same time,

silence is guilt in court of public

opinion.

The fact that Mark system was the only

one that came out and said anything people

are absolutely.

If you look at some of the comments

on social media, I don't look at it,

but my wife does.

And she says,

these people are losing their ever loving

minds.

Not so much that it happened.

but because it was never addressed.

So that brings me right back to Azure.

Like you were talking about, okay,

you had a complaint,

probably maybe fraudulent,

whatever the case may be.

You went out there,

you did the due diligence, you tested it,

everything's copacetic, everything's fine.

But what would you do in the case

where, let's say it wasn't fine?

What would make you,

how would you handle that differently?

I'm sure you wouldn't do it the way

these other companies are doing right now.

Yeah, yeah.

Well,

we're always policing our own offerings,

to be honest with you.

It's the kind of thing where,

as Azure has grown,

and we've been around nearly forty years,

and with as many vendors as we've had,

and these are personal relationships over

the years,

many directly with David and the Stelzer

family.

We're aware that as those products,

we've carried some of them for decades,

that there may be changes in formulations,

there may be changes in packaging,

different things like that.

And so we go back over our entire

inventory list

And we map out and have systemized every

ingredient of every product that Azure

carries.

We carry sixteen thousand products.

So it's a lot of stuff with a

lot of vendors.

And we're well aware that we need to

protect and demonstrate fidelity to what

we're preaching, right?

We lose our credibility,

we lose trust if people pick up an

Azure product and all of a sudden it's

piled down with harmful ingredients.

so we did a scan even recently and

found that some uh just a handful just

maybe you know uh maybe less than twenty

you know and out of sixteen thousand it's

it's negligible but twenty is enough for

us we we found an ingredient change was

made to those products

And some of these are debatable things,

but for us, the list is extensive.

You know,

there's debates about the use of yeast

extracts and things like that,

and some people claim it's okay and some

people don't.

But it's those types of things we are

on the side of caution in our standards.

And in the case of those products,

we just immediately called the vendors and

we're like, hey, we love you guys.

We're happy to be partnering with you,

but this is violating our product

standards and we're going to cancel this

product.

We just can't carry it.

And so we do that pretty routinely and

it's a good relationship because most of

the time those entities are just trying to

survive.

They have good intentions.

And a lot of times they're not aware

that a certain ingredient, you know,

may be harmful.

Um, and some ingredients, you know, uh,

are more detrimental than others.

And we all know the handful of what

those are.

But in our case,

we find most of the time that our

vendors are very apologetic.

They're ready to go back and reformulate,

make the changes.

And so where we can,

we just encourage positive change.

And then on the side of transparency,

we'll always go out to our audience and

say, hey, look,

you wanted to buy this product.

We found that it didn't meet our product

standards, and so it's been discontinued.

We just take action.

We don't try to cover up and protect

the business and try to just keep

ramrodding through products.

Even if they sell a lot,

it doesn't matter to us.

Our customers' safety and health is

paramount.

And so far, so good.

We've got nothing but positive and good

responses where we've had to do it.

And thankfully, like I said,

it's exceptionally rare where we've had

to.

But some of these really long standing

customers, we just have to,

not that we don't trust them,

but it's the trust and verify.

We just make sure,

and in the case of when we heard

about the cattle vaccination and all that,

we trust our ranchers.

We have great relationships with them,

but we want it documented.

We want it guaranteed that what we're

selling to an Azure customer is proven to

be pure.

So that's kind of how we handle it.

And I will say on the seed oil

issue, again,

just to kind of wrap that up,

Most practitioners and naturopaths,

they'll tell you that if you're doing an

organic cold processed seed oil,

you would literally have to eat an insane

amount in one sitting for it to remotely

contribute to inflammation in your body.

like like fifty pounds of potato chips in

one sitting to get an inflammatory

response for a pure organic non GMO cold

processed seed oil and so we believe in

our chips we stand by and we're not

gonna you know be upset if somebody

chooses not to eat them but we do

want to just make sure people understand

the science behind it

I'm so glad you pointed that out and

made that distinction, Pete.

Hey, for anybody in the chat,

if you have questions,

please put them in capital letters.

I love these blue light blockers and what

they do for me, but they, you know,

I need big, big letters,

not just because I'm getting older,

but also it makes it a little bit

easier for me to see it.

Let me just go to some of those

questions right quick, Pete.

One of them being a longtime customer.

I guess it kind of drifts into what

I was going to ask you anyway.

I mean,

there's a whole lot of words like clean,

natural, sustainable, healthy,

all these things out there.

And Glynnis is asking, yeah,

organic doesn't mean organic anymore.

Would you mind addressing that?

Yeah.

Yeah.

It depends who the certifier is.

There are some confusions around terms

like regenerative and organic.

And I can say just as a rule

of thumb,

people should understand that organic

really refers to what is not in your

food.

a certified organic product will have been

inspected and proven to have been free

from certain contaminants, pesticides,

anything that's genetically engineered or

modified

And some companies do tread the legal line

where there may be a caveat or flexible

wiggle room in there around the legal

definition of organic.

And that's where Glynnis in this case is

pointing out that wiggle room.

And it's sad to say that it's,

you know, commercially exploited,

you know.

But when Azure says organic,

I can tell you that we mean,

and we have a standard that really goes

beyond organic for what we're doing.

And we're actually thinking of developing

our own certification because we go way

beyond your typical USDA certification for

organic.

And most of our products are certified

USDA organic.

But even the inspectors for USDA know that

we go like ten steps beyond that at

Azure.

So we're thinking about developing our own

certification here in the coming years and

having that have some teeth that the

consumer and health conscious shopper can

keep in mind.

So the other part of this is in

regenerative agriculture,

and your listeners are probably familiar

with that,

There are various camps and debates about

even what that term means.

When Azure refers to regenerative,

it's regenerative organic.

And there are some people that call

themselves regenerative who do not believe

that you need to be entirely organic in

your inputs.

And so for us, we do mean that.

And then the regenerative side is that we

are very much interested in stewarding the

health of the soil.

And David and the family,

and we've got a whole crew of agronomists

who are

experts in just living this stuff

generationally.

And so they built up an awful lot

of knowledge about soil health and soil

stewardship.

But they do look at it as being

a husbandman, they call it.

The biblical term,

husbandman for the land,

which means you're nurturing and blessing

the land versus this model today where

you're kind of like a miner.

You're stripping the land,

you're pulling things out of it,

but you're not blessing it in return.

And over the last hundred years,

we've seen tremendous soil degradation

across the country in areas that used to

be highly fertile,

highly nutrient dense soil through either

erosion or contamination of one kind or

another.

And the whole regenerative thing gives us

hope and kind of what you're doing with

the permaculture concept of just kind of

saying, look,

we can bless the earth and the earth

can bless us back.

But we have to be good stewards.

And when you're good stewards,

what you get out of the earth is

a product in the case of those blueberries

or in the case of a tomato or

in the case of wheat.

You get a far more nutrient dense offering

like in the case of wheat.

Wheat is a tremendously nutrient dense

product when grown organically and

regeneratively.

using heirloom seeds.

It's got all the protein, amino acids,

and you know more than I do about

how that affects the human body.

And when those chains are broken down or

compromised through genetic modification

or pesticides or you name it,

the body doesn't even recognize it.

And so you have an inflammatory response.

And people interpret that as a wheat

allergy.

Many times it isn't.

And in my case,

I was a diagnosed celiac.

uh...

level two not uniting eleven one i was

on my way to level three so that's

right in the middle of the the spectrum

and when i got as your david said

you know what pete i'd love to see

you try to eat uh...

some heirloom non-gmo organic wheat grown

by azure

and cold milled.

We have a unique milling process called

unifine milling.

And there's only two mills like this in

the country where we break up the grain

through centrifugal force and cold

processing.

So it loses no nutrient value.

So we whipped up some bread at my

house.

I brought a grain miller desktop.

It grinds up the kernels.

And man,

we were so stoked because I was like,

you know, we did this with coffee.

We ground up the beans and we became

coffee snobs.

And I'm like, oh no,

we're going to do this with wheat and

we're going to become like total wheat

snobs.

And sure enough, doggone it,

we became wheat snobs and I ate bread

for the first time and I didn't blow

up like a balloon.

I didn't have a stomach ache and body

aches for days.

And it's been no looking back ever since.

And so

When you're asking these questions,

I really applaud your listener because it

is important to say,

what kind of organic is this?

What kind of certification?

What kind of product values and standards

does this company have?

And on top of it,

is it a regenerative environment?

Then you're going to get the very highest

quality.

And that's kind of what Azure is staking

its claim on.

High quality, pure food,

safe for everybody, food you can trust,

and it's a win-win for everybody.

I'm glad you addressed that, Pete,

and took it further than I,

because honestly,

you answered a number of questions right

there in the chat for all you people

that are asking.

Yes, I mean,

there are a whole lot of people out

there that are doing it better,

and I can attest to this.

We're one of them.

We do it better than organic.

I am not going to pay Uncle Sam

to come in here and give me a

stamp of approval to a lesser quality,

because we are light years better.

In fact,

I did a video this morning where

where we were out there moving the sheep

and we were doing what we do and

i'm literally taking peaches right off the

tree the good lord put it out there

for me i'm taking these peaches that are

at ripe peak freshness and nutritional

quality what people don't realize is most

not peaches i'm sorry it was a pear

most of these things are picked for

example apples and pears and stuff most of

them have been picked a year prior

Most people have no idea what fresh

actually means.

And, you know, you can smell a pear.

When I say smell a pear,

most people have no idea what I'm talking

about.

But Pete kind of addressed that in a

big, big way.

And I'm so glad you did because everybody

is hung up.

And folks in the chat,

I'm not talking down to you.

If you think the organic standards is end

all, be all, it is not.

There are standards, I think,

and Pete addressed it very well.

Mm-hmm.

they're not going to spend a million

bucks.

Am I right on that?

I mean,

there are people out there that are

producing better quality that just simply

will not pay the government for that

certification.

I see them every single,

every time I go to a farmer's market,

I see that very same thing.

And that's how you guys operate.

Yeah, that's true.

Shout out to a buddy of mine.

You know, we met, we were up at,

you know, Joel Salatin.

We were over at Polyface Farm last

weekend,

hanging out with Joel and the gang over

there.

And shout out to my friend at Captain

Soup.

A guy named Brian has got a fantastic

story.

Former military guy.

Healed himself through healthy, organic,

nutrient-dense soups.

Tremendous story.

When he was still in the service,

he had them shipped on pallets.

These soups he would make and freeze and

would be sent to him.

And he was in the booth next to

us at Polyface.

And Azure, man,

we're relational way before we're

transactional.

And I mean,

that is an honest to God core business

approach for us.

And if we can't get to know you

as a friend and develop some trust and

actual camaraderie around things that we

care about,

then we're not interested in

commercializing the relationship.

And so we got to know Brian and

his family at Captain Soup.

And he is one of those guys that

grows things on his own farm by his

own standards,

far exceeding the organic labels.

And I asked him, hey,

are you certified organic by USDA?

And he's like, you know, Pete, I'm not.

And there's a lot of reasons,

independent and small farms don't do it,

partially because of the cost and hassle

to do it, but partially because,

like your listener suggested,

it's losing its teeth,

that type of certification.

And so that's kind of why we're kind

of coming into the mix now.

and going, look,

maybe we need to do a certification that

clarifies on the regenerative aspect of

this thing,

the importance of the soil and soil

health,

and then the nutrient density of it all.

Because when a consumer goes, man,

I just want to eat well,

And then again,

whether it's chips or things with the

avocado oil,

and all of a sudden they learn.

And, you know,

you heard in Florida where they did

testing on about, what,

a couple dozen breads,

some of which were organic.

They tested it for glyphosate.

And they come to find out that every

one of those,

I think only one tested totally clean.

I don't think any of them did, Pete.

Oh, really?

It was all of them?

I don't think any of them did, no.

And in fact,

some of the most highly touted as being

organic were some of the worst.

Right.

Well, and you got to wonder, you know,

you can't cast dispersions.

A lot of times supply chain breakdown and,

you know, things like that can happen.

And the onus is on the company to

clarify, like we've been saying,

get out there in front of your customers,

explain to them your supply chain,

the protection of your ingredients and

claims, and then go forward and prosper.

But if you're trying to hide it,

at least conventional bakeries aren't even

trying to hide it.

They know.

And it's up to the consumer to find

out and make an informed decision one way

or another whether you want to eat that

kind of thing.

And I know you're a living example and

I am too with my family.

When you don't eat those kinds of things

and you choose to eat clean,

organic foods,

your body has a tremendous capacity,

not only to smell the smell of a

pear, like you're saying,

but to actually feel the energetic

one-to-one relationship of when you have a

meal and bam, you're nourished.

We've lost that sensation in America.

A lot of times we eat and we

become tired.

We become overloaded because the body is

struggling to recognize what you put in

it.

And the body is extremely intelligent

because it's designed by the Lord to be

that way,

to detect things that are not good for

it.

And so whether it's, you know,

people eating just something simple like a

potato chip,

which nobody says has a ton of nutrition

in it,

or something highly nutritious like a pear

or an apple,

Once you try it and you get used

to it, you will not go back.

It is that much better qualitatively.

You know, I also noticed too, Pete,

when I was making this transition to

myself, is that satiety is much, much,

much better, obviously,

the more nutrient-dense the food.

I was realizing that I didn't need a

fraction.

I mean,

there was a time where I weighed –

you know,

I was walking around at maybe two hundred

and forty-five pounds, and right now,

as I talk to you,

I'm a hundred and sixty-eight.

So, I mean –

When I was starting to really find out

what really great food tastes,

and that was honestly one of the biggest

impetus for me to become a farmer,

is that at the time for me to

afford to eat this way,

I had to grow it because there was

no way I could afford to buy it.

And in some cases,

you can't buy it when it comes to,

for example,

the hair sheaf that I grow out here.

I don't know where you can even buy

this kind of meat of this quality and

everything else.

So if I'm going to be something of

a food snob here, which, you know,

Hey, I guess that's what I am.

I just like good food.

I would rather... You know what?

I would rather fast,

which isn't a bad idea at all for

a lot of us out here.

I would rather fast than ever eat at

a fast food place.

So it's... I mean,

the stuff you're talking about here really

hits near and dear to me because this

nutrient density... For example,

there's this question,

and I'm not Hoosier.

I'm not coming down on you, but...

You're asking about the eight and a half

percent shipping fee,

and they're asking whether or not you

could just include it with the price

online instead of doing that.

But my point is I will pay and

you can ask my wife.

I will attest to this.

I will pay anything necessary to get the

right stuff.

I don't care what discounts they're

offering on anything else.

I'm just simply not going to give them

my business.

But Azure,

knowing the painstaking things they go

through to try to,

there's going to be things that slip

through the cracks from time to time.

Everybody should be given a little bit of

grace on that.

But if historically,

like in that avocado test,

if you tested a bag from let's say

now and then six months from now and

then six months from then,

and then we can start to emerge or

at least see emerging a pattern of

behavior.

Yeah.

Or like you said,

it could have just been a one-off.

We don't know.

But in that case, Pete, um, man, I,

I, man, I pulled so many strings here.

I don't know which one I was at,

but anyway, I guess I'll ask you,

at least one of them anyway.

Um,

the shipping fees,

is there any way that that could be

included online?

I'm not sure that's your department, but.

Well,

so for those of you who aren't aren't

familiar with Azure,

we were an e-commerce store online.

And so you go on there,

you buy your products

the most common way that we get products

from us to you and it comes direct

from us there's no middleman because we

own the entirety of the chain we own

the trucking company we own the

distribution we own the farm and we own

the relationships with the independent

moms and pops and businesses out there so

in that whole experience you could buy a

product

and have it delivered to anyone of four

thousand five hundred community drop

points across the country so that means it

comes out of our distribution center into

a box with your name on it label

sealed put on a pallet driven to that

drop point and then given to you what

we've done with this model is through

efficiency

we've been able to pack tractor trailer

trucks full of food for multiple drops and

have all of the buyers basically split the

burden of that shipping cost.

So if you were to go on Amazon

and try to order twenty five pounds of

you know Bob's Red Mill all-purpose

organic flour and have Amazon ship that to

your house

you're going to pay a pretty good,

pretty steep fee.

I mean,

it may add twenty five percent on top

of the cost of the product.

That's right.

So Azure, we looked at all the products,

we looked at our efficiency in terms of

shipping weights,

and we determined that on average,

if

If we generically charge an eight percent

shipping cost that is split across

everybody participating in that community

drop,

then that's going to end up better for

everybody.

So it ends up saving the customer money

even though on paper in your mind when

you're not doing it,

it feels like that seems to be high.

But when you just AB it with other

methods where you're buying bulk products,

it ends up costing less on average.

Now,

if you're just going to buy a tube

of toothpaste, which we do sell,

things like that bed and bath stuff,

there are organic toothpastes out there.

or just a can of Azure market green

beans,

you can have those sent straight to your

house.

We ship standard shipping methods,

and you wouldn't have to go to a

drop.

It would just come straight to you from

us.

So on things that are lighter like that,

that may be the most cost-efficient thing

for you to do.

But if you're a typical family and you're

buying, you know,

five hundred dollars worth of your

groceries through Azure,

if you added the weight of all those

groceries up and kind of said,

how much would this cost to ship from

a Walmart or an Amazon or a,

you know what I mean?

Another vendor you're going to typically

save with Azure.

I'm glad you made,

I'm glad you made that case, Pete,

because honestly it's,

It's right on the money.

I mean,

you are going to pay a fortune trying

to get this stuff,

especially all the shipping costs are

going up.

I mean, if nobody's noticed,

diesel ain't exactly cheap right now.

So what you're doing is honestly the best

way to go about it.

Hey, once again, folks,

if you're in the chat,

please put it in all capital letters so

I can actually see it.

We got Jill, I think,

if I'm seeing your name right,

or maybe it's Jim.

It's hard for me to tell from here.

Anyway, it says,

I can't get my food from anywhere else.

I mean,

I think this is an amen to what

you just said.

I will pay the shipping in central

Minnesota.

I've been with Azure since they had a

six-page catalog.

Thank you.

Thank you for being a customer out there.

Yeah, so anybody out there,

please put your questions all in caps out

there,

and then I'll try to swing back to

them.

Pete,

there's a whole lot in the space right

now regarding greenwashing and things like

that.

Yeah.

And, folks, that's not a detergent, okay?

It's a thing.

There are people that are almost militant

about this.

And they're wondering, you know,

is there any chance Azure or has Azure

fallen into the trap of greenwashing and

what prevents you from,

I think it's almost a rhetorical question,

but I'll ask it anyway.

I mean,

what's going to keep you from going down

the greenwashing trail?

Yeah, man, it's real.

And, you know,

I can't tell you the number of brands

and entities out there on the market that

are honest to God fabrications for the

sake of marketing.

And in the case of Azure,

I can tell you from personal experience

because I'm not one of the Stelzers.

I mean,

there's only two of us in senior

leadership that aren't the family.

Like they are family owned, family run,

multi-generational, no plans to sell out,

succession plans laid in stone.

That's just the way they do it.

And when I got out there and I

saw the farm and I saw the processes

and I saw the lifestyle and I stayed

with David in his house and ate his

mid-afternoon, you know,

farmers tend to eat

A little earlier in the day, way earlier.

And he's like, Pete, dinner's at two.

So, you know, you're well, come on,

let's go.

So you've got twenty people coming into

this beautiful, healthy, organic spread.

And you're seeing that this family lives

what they advocate for.

And then I go to now Azure is

massive.

You know, we're all fifty states,

millions of customers, all these drops.

So there is an industrial element to it.

So you go to one of our distribution

centers and warehouses and you see a

massive, massive facility.

But you see even there a facility where

they're mindful of how they treat the

earth.

They're mindful of their waste.

They're mindful of the culture that Azure

is very strongly dedicated to.

And we have core values that are published

on our website.

The first of which is to inspire healthy

and abundant living.

But people typically are shocked when they

see the operations.

And last year we had our first ever

Azure

like Homestead Conference.

We call it the Azure Harvest Fest.

So we had three thousand people coming out

to the farm,

basically in David's backyard.

And I'm like,

how many guys doing what David's doing

would just say, hey,

just come to my house,

three thousand people.

We're going to hang out for a few

days.

And we heard comment after comment after

comment from people who came who said the

exact phrase,

we thought you guys were greenwashed.

And we are stunned and pleasantly

surprised that it is anything but the

truth,

that you guys are living what you're

preaching,

that your crops and your farm and all

these things,

you're truly living an organic,

healthy lifestyle.

And for me, again,

leaving what I left to come to Azure,

my radar for falsehood and deception was

on high right up to the moment I

met David.

And once I met David, I was like,

this is a guy with integrity.

You can trust this guy.

He doesn't have a mercenary bone in his

body.

He has no ego.

But he's encyclopedic in his knowledge.

He is absolutely driven and committed to

bless families with affordable,

healthy food.

And he lives it.

You know,

you're talking about diesel prices?

Yeah.

I mean,

the entire food industry a few years ago,

when there was a conflict overseas,

raised prices thirty percent because the

gas went up thirty percent.

Well, in the case of Azure, David's like,

well,

we're absorbing a pretty good hit here,

but we're not going to raise the prices

thirty percent.

We're going to go out to our customers

and we're going to tell them we're going

to have to raise prices five percent just

to offset a little bit of that additional

cost on our side.

But as soon as this crisis is over

and prices come down,

I'm going to get in the system and

lower the cost back to where it was.

Now, most CEOs and companies would say,

no, baby, keep the profit going.

Keep that margin.

Nobody's going to notice.

Well, David notices.

And he's a guy that, again,

for a farmer,

he gets into the systems at Azure.

And he knows how to get into the

pricing controls of our entire system.

And I've seen him do it.

Go in there,

pull up the price of thousands of

products, and go, you know,

mark this down.

We're going down by five percent on all

this.

Bam, hit go.

He doesn't care.

He really honestly wants to see the

consumer benefit.

And as Azure's grown,

We understandably are in a stronger

position to negotiate with our vendors.

And most companies will negotiate those

deals to their profit and advantage.

A lot of times because they're publicly

held and they're accountable to

stakeholders and shareholders who want to

see more money.

Well, Azure has none of that,

we're family owned.

And whenever we negotiate stronger terms,

we typically simply pass it on to the

customer.

We mark things down.

Like for example, this month,

we have a thousand and ten, I think,

products on sale today, right now.

And that's the kind of thing David

routinely does.

And I just have never experienced a

company like this, Billy.

And it's the coolest thing.

And again,

for people who are a little incredulous,

maybe they're hearing me say this and

they're going,

there's no way he can be saying the

truth.

I guarantee you it's true.

And if you come to our festival,

you'll see it.

But it's the kind of thing that Azure

is honestly food.

We say it all the time,

it's food you can trust.

And that's because the family lives what

they preach.

Do you ever foresee an Azure grocery store

per se, like a regular brick and mortars?

Is it always going to be on the

wheels?

Because I think, I mean,

like in permaculture,

we do demonstration sites.

So John Q.

Citizen can actually get boots on the

ground and say, oh,

that's what a food forest should look

like, or that's what a swale looks like,

or this is how your ponds integrate into

your landscape and all these other things.

is there any chance that we're ever going

to see like a,

I personally would love to see it.

I mean,

even if it were nothing more than a

museum,

I would love to see a place that

was just an Azure grocery store.

Are we ever going to see a brick

and mortars of anything like that?

You know what?

At the risk of being anticlimactic.

Yes.

Yes, we are.

We already have currently three brick and

mortars in

Two are called FarmStand.

And these have been owned and operated by

David's kids.

But they're Azure products.

They're independent.

You can walk in and walk out with

products.

And then in the little town of Dufer,

Oregon,

uh... just about a uh...

forty five minutes east of mount hood in

north central oregon uh...

we have a little thing called a do

for market that also is a brick and

mortar but what we're going to do with

those things billy is we're going to

rebrand those

They're going to be called Azure Market.

And over the next, you know,

three to five years,

we have some really interesting

initiatives.

You may know about our church program.

So we have a church program called Azure

Around the Table where we reach out to

churches and because they have parking

lots that they don't use, you know,

six days of the week a lot of

times,

we ask them to become an Azure Drop.

And in return,

we bless them with a cut

of the sales so that they can develop

charity outreach soup kitchens ministry

themselves and over the course of doing

this mayors from small towns across the

united states are reaching out to us we're

having conversations they're going hey

azure how can you come into my small

town and do an event about my small

town's health

We can do it at a church.

We can set this up.

It could be a full health day.

And so we're in the process of lining

up what I'm starting to call is Azure

small town outreach.

And what these small town outreaches are

going to culminate in, Billy,

is probably an Azure market location where

we go into a town we're not

coming in to dominate,

we're coming in to facilitate.

We're coming in to facilitate health,

revitalize the local economy,

and to have those market locations

actually connect with and be an outlet for

local farmers who adhere to the Azure

standard of, you know, agriculture.

So it's going to be this super cool

thing over the next few years.

I'm probably letting the cat out of the

bag, but doggone it,

your listeners should get some kind of

blessing for,

for listening to this whole podcast.

But I,

I couldn't be more excited about our

church program and then this small town

outreach.

And I'm expecting, honestly, Billy, uh,

probably two to three hundred of these

stores here in the not too distant future

I I'd said it before if you did

have a store because I mean think about

okay I am by nature a very very

efficient person I like to go through I'm

like I shop very differently if I know

what I'm after I know I'm getting that

thing that I'm after and then I'm going

to leave and

And I'm not in there to shop.

How cool would it be for a person?

And this is not the first time I've

said it.

I mean,

I just have the opportunity to say it

to you out loud.

I've said before,

it would take the brain work out of

me in so many different ways when I

have to go to the regular brick and

mortar store because I read labels.

I do.

And if I see something in there that's

deleterious to my health,

I'm not going to buy it.

I don't care what it is.

I will walk out without that item before

I buy it.

But how cool would it be to go

to a place

And you know that no matter what you

get off that shelf,

the due diligence has been done on your

behalf.

And because of the ethics that you guys

operate with, which I,

in my view has got to be light

years beyond anything else out there to

know that, Hey, okay, I'm get this soup.

I know it's good.

I'm going to get these beans.

I know it's good.

I'm going to get these other things.

That's why I think if you guys,

if the brick and mortar thing happens in,

um,

I think you're going to dominate the

entire towns,

especially where I live in Western North

Carolina.

If you were to set one of those

up right now,

Everybody else is out of business

overnight.

I know that's not what you're shooting

for,

but I think when people realize I can

walk in here and everything from the

shampoo to the beans I use is something

I'm okay eating and having my kids eat.

I think that's a winner if ever there

was one.

I'm cool if it stays the way it

is,

but I would love to see an Azure

store because I'm going to be like, okay.

I think that would be the mark that

we've actually arrived and people are no

longer buying the things that are going to

kill them or make them sick.

Yeah, well, I appreciate that sentiment.

We agree.

There are entities out there showing up in

small towns purporting to save people

dollars.

I won't mention which ones,

but they typically have horrible product

quality.

They have storefronts that are

disrespectful of the community, I think.

I think a community deserves a brand that

appreciates beauty and aesthetics along

with purity and safety and quality of

products.

And along with this store idea,

we already are moving our products through

hundreds of independent mom and pops.

We have a really talented wholesale team

at Azure.

And we're not going to go out through

major chains.

We still want this to be something,

because we're a distributor,

that we kind of keep close to our

vest,

but we're willing to put some products out

into retail chains like Buy Mart and we've

got some products in Albertsons and other

chains,

but as an introduction to the brand so

people just know, hey,

there is a company that does this.

Hey, I can get their foods.

And if a mom and pop near me

isn't selling them,

I can look forward to the day that

Azure directly has a market

And man,

what a foundation for community too,

because we drive to all these events.

Azure does a bunch of events across the

country.

And typically senior leadership goes to

those events because we believe that

leadership and the family should go and

meet people face to face.

So I go almost every weekend and I

meet hundreds of people.

across the country and we talk and we

tell stories and we resonate on things and

we get angry by other things.

And it's just,

Azure is the makings of a movement,

the likes of the, you know,

the country's never seen,

to be honest with you.

We are gathering so many customers every

month

uh... tens of thousands monthly uh...

that when you add it all up and

you go fifty states and you look at

being in potentially twelve thousand

churches in the next five years with

fifteen thousand drop points with stores

with small-town outreach

Azure's becoming much more of a force

culturally,

and not because we endeavor to do that.

We're just trying to be true to good

food, you know what I mean,

healthy living, an abundant mindset,

a faith-based perspective.

But God has just opened those doors up

to us, and we want to be faithful.

And if it never materializes,

if somebody else steps into that gap and

can wave that flag,

uh... we hope others will and uh...

there's more than enough people out there

who need to eat healthy that asher you

know in our wildest dreams will never be

able to feed the entire country we'd love

to but we need help we want farms

to pop up all over and to begin

to transition from conventional ag to

regenerative ag to begin to you know

adhere to some of the principles that

you're so good at educating on the

permaculture uh...

natural inputs you know minimal waste

things like that to steward the land

And I think it's one of those things

that's just inevitable.

If we keep doing what we're doing,

people are going to wake up to the

difference that healthy food and abundant

living can make.

And we're just going to see all kinds

of positive things.

And again,

I know you hear these because you're a

talented speaker.

You go to these events just like we

do.

And when you hear the face-to-face stories

of how food saved somebody's life,

and in your case,

you had tremendous weight loss.

Now, I used to be known...

in my musician days as Mr. Big Eat,

because I could put away some food.

And I'm a taller person, you know,

so just in terms of my physical size,

that makes sense.

But I can tell you,

since I've started eating clean,

and our family had a journey with Lyme

disease that really precipitated us having

to go absolutely cold turkey,

a hundred percent clean, healthy,

organic eating.

And after I did that,

I felt so good and I feel like

you're saying satiety, right?

So when your body's satisfied and

nourished, you don't get hungry.

Today,

I can go a day and eat one

meal,

one solid meal and not be hungry the

entire rest of the day.

And for somebody, again,

who used to be called Mr. Big Eat,

my friends would go, no, no, no,

you used to do nothing but eat.

And now you're saying one meal does it.

And I'm like, yeah,

I just don't get hungry.

Yeah,

that's what happens when you get good

stuff.

Folks,

Azure is our top sponsor out there at

that Sovereign Health Summit.

We're going to want to see you all

there.

And folks, I mean,

when I met these guys,

I had the joy of meeting Pete and

his wife and also some of the other

folks in the Azure crew and as David

as well.

And, folks,

you just know when you're in the presence

of people that are more polished than spit

and more glitter than grit.

Okay?

And these ain't that.

These are the real deal.

These are the folks that are absolutely

walking the talk.

We use their products.

Otherwise,

I wouldn't be telling you about them.

We have been for some time.

And I'm encouraging everybody else out

there, look,

even let's say you're already on board.

Well,

maybe you tell somebody down the street.

Maybe they don't even know that it exists

because that's how I found out about it.

It was because other folks were using them

and they brought up the name.

I was like, whoa, what is that?

Where do you go?

And I'm thinking, okay, what is this,

a multi-level marketing thing?

What is it?

And then as I got to learn more

and more and I'm thinking, okay, okay.

Sometimes I feel like I'm the only

Christian in Western North Carolina.

Sometimes when you go to Asheville,

you definitely get that vibe.

And then I find out, okay,

this is faith-based.

Man,

these guys are really doing what they do.

Okay, man,

I think I want to spend money with

these guys.

And we do.

And I couldn't be more pleased about it.

Pete,

if people want to learn more about Azure

or about what you do,

where would you direct them to go?

Yeah, thanks, Billy.

Just visit our website.

That's probably the easiest thing to do at

azure, A-Z-U-R-E, standard.com.

No space in there.

But we've got channels on all the socials,

YouTube, Pinterest, Facebook,

all of those.

We're present on Instagram.

And you can get to know us a

little bit through our social presence to

kind of see what we're about.

But I will throw in another plug for

this event, the Sovereign Health Summit.

event that we're having and we're going to

be a we're proud to sponsor this because

the lineup that's been put together the

education that's going to be there the

community that's going to be there these

things are rare and there are homestead

events and things like that across the

country but not any really like this in

the southeast United States and certainly

not in South Carolina

or North Carolina or Georgia or Tennessee

or Florida.

And so I think you're gonna get people

coming from all of those states to this

event.

And if you haven't made plans to go,

I really encourage you.

I'm gonna be there,

David's gonna be there,

our whole team's gonna be there.

You're gonna have a chance to meet and

get to know us and talk to us

and again, share stories and resonate.

And this is a rare one because usually

these types of events are just a day

or two.

And this event is multiple days.

with multiple quality in speakers.

So even if you can't be there for

the whole time, man, come for one day,

pick a day, be there.

It's just gonna be that valuable to you,

if only for the inspiration you get and

the camaraderie and community that you

plug into.

So we look forward to seeing you guys.

And again, visit us at azurestandard.com.

We are happy to answer questions.

We have a tremendous customer service team

who are, again,

individuals who answer the phone

and talk to you and they'll help you

place your order.

We're one of the only e-commerce companies

that'll let you place an order on paper

and pay with a check.

Wow.

It's that nuts.

But we know that we have a huge

community of Amish people.

who love Azure standard.

They love pure food.

They typically don't go online.

So we have catalogs with order forms,

paper order forms.

And I think we're one of the last

major companies standing that will do

that,

that will take an order or let you

call us and verbally place the order if

you're elderly or if you're visually

impaired.

And actually we can talk you through your

order.

So we try to do the little things

that make a difference.

Wow.

For all of you folks out there still

with those retro rotary phones, man,

there's still hope for you out there.

Who knew?

That's right.

Well, Pete,

thank you so much for coming on, man.

It's been a joy to have you.

Can't wait to see you and David and

everybody else.

All right, y'all.

I want to thank everybody out there for

checking this out.

He knocked it out of the park.

Until next time, stay alert.

Bye.

Stay alive.

Listen to the earth, they've got us.

Red seeds of change, watch the world spin.

From the smallest sprout,

the harmony begins.

In the cycle of life,

where the magic's alive.

Turn it to the beat,

feel the fire and thrive.