Dean Brennan says a weight loss program of beer, pizza, and quick meals led to his ulcerative colitis. His docs identified it years in the past in his twenties and instructed him he’d want drugs for all times. However Brennan determined in any other case.
“I didn’t need to take lifelong remedy,” he instructed me. “It sparked my ardour for well being and led me to need to assist others.”
Quick ahead to 2024, and Brennan is the CEO of Coronary heart & Soil, a dietary complement firm doing $50 million in annual income.
In our current dialog, he addressed his journey to Coronary heart & Soil, key complement elements, provide chain challenges, and extra. All the audio is embedded under. The transcript is edited for readability and size.
Eric Bandholz: Give us a rundown of what you do.
Dean Brennan: I’m the CEO of Coronary heart & Soil, a dietary dietary supplements firm. I entered ecommerce in 2020 with no expertise, coming from a background in filmmaking.
I received concerned with the corporate from my private well being journey. In my twenties, I used to be identified with ulcerative colitis, and docs instructed me I’d want remedy for all times. I grew up consuming home-cooked, pure meals, though in faculty I consumed plenty of beer, pizza, and quick meals.
I didn’t need to take lifelong remedy. It sparked my ardour for well being and led me to need to assist others who are suffering from situations like psoriasis, Crohn’s illness, and eczema.
Coronary heart & Soil presents dietary supplements containing nature-based multivitamins comprised of bovine organs sourced from regenerative farms, initially in New Zealand and now additionally from the U.S.
Bandholz: How did you get linked with Coronary heart & Soil?
Brennan: I used to be conscious of Paul Saladino, our founder, however not the corporate. He’s a board-certified doctor and a diet specialist. I adopted him on social media whereas experimenting with a carnivore weight loss program. I admired his skill to simplify complicated well being ideas and share them in a fascinating means.
In 2020, I met Paul by likelihood, together with two staff who are actually our chief analysis officer and head of operations. On the time, the corporate hadn’t launched, and I provided suggestions on its prototype product. Initially, I wasn’t in search of a place within the firm, however I used to be enthusiastic about their mission.
Later that yr, after my persistence, Paul introduced me on board the day the corporate launched. I printed transport labels and ready the orders. Inside three months, I had labored my means into a much bigger function.
The workforce was small then — Paul, me, and three others. We labored out of a rental home in west Austin, packing and transport dietary supplements ourselves. We grew rapidly. Paul realized his experience was podcasting and researching, not operations. He assigned these tasks to me in January 2021.
Bandholz: How did you earn Paul’s belief so rapidly?
Brennan: It was a gradual transition. Paul left for a visit to Africa. Then there was a large ice storm in Austin, and he couldn’t return. Finally, he went to Costa Rica and determined to remain there, leaving me to run the enterprise. I believe he trusted me as a result of I confirmed up on daily basis, labored onerous, and didn’t ask for something.
The transition was straightforward. I used to be nervous about how the workforce would react, however they had been all on board. We’ve labored properly collectively ever since.
Bandholz: How do you unfold consciousness past Paul’s podcast viewers?
Brennan: Solely about 30% of our prospects come from Paul’s viewers, with the identical share coming via phrase of mouth. Our product works, and we’ve acquired tons of of buyer success tales. One among our strengths is customized customer support. Our workforce of well being guides presents one-on-one help, which has led to word-of-mouth referrals. Folks typically inform others about us, even when they haven’t bought our merchandise themselves.
We additionally began one other podcast known as Radical Well being Radio, and we’re producing movies for YouTube. Our documentary on seed oils might be launched subsequent month.
Bandholz: What’s your provide chain like?
Brennan: Our long-term objective is to construct a U.S.-based provide chain to supply all of the organs wanted for our dietary supplements. In 2020, nothing like this existed within the U.S., so we sourced from New Zealand, the place regenerative farming is frequent. However we’ve labored onerous during the last 4 years to develop U.S. suppliers, supporting American farmers.
There’s an enormous schooling hole within the U.S. concerning organ consumption. Around the globe, most cultures eat organs frequently. We hope that educating customers can drive demand for higher merchandise and elements.
When customers ask for more healthy alternate options, massive firms should reply. This motion isn’t nearly our merchandise however about supporting sustainable farming practices and enhancing public well being.
Bandholz: The place can folks purchase your dietary supplements and observe you?
Brennan: Our ecommerce web site is Heartandsoil.co. You possibly can observe me on X and LinkedIn.
