WEBVTT - Bloomberg Businessweek Weekend - November 3rd, 2023

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<v Speaker 1>This is Bloomberg business Week inside from the reporters and

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<v Speaker 1>editors who bring you America's most trusted business magazine, plus

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<v Speaker 1>global business, finance and tech news. The Bloomberg Business Week

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<v Speaker 1>Podcast with Carol Messer and Tim Stenebeck from Bloomberg Radio.

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<v Speaker 2>Hi, everyone, Welcome to the Bloomberg Business Week Weekend Podcast.

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<v Speaker 2>It was a very busy autumn week for markets that

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<v Speaker 2>saw the latest federal reserve rate decision, with the FOMC

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<v Speaker 2>holding firm for a second straight policy meeting as expected.

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<v Speaker 2>We also got the October government jobs report and quarterly

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<v Speaker 2>earnings from Apple.

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<v Speaker 3>And speaking of earnings, the increasingly high tech agricultural equipment

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<v Speaker 3>maker Agco gave its quarterly update. Coming up this hour,

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<v Speaker 3>the CEO explains how the interest rate environment affects his

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<v Speaker 3>capital intensive business. Then the head of the family owned

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<v Speaker 3>car rental company Enterprise Mobility as it's called now, stops

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<v Speaker 3>by with some key insights into the health of the consumer.

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<v Speaker 3>There is a ton, Carol, that you can learn when

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<v Speaker 3>you analyze the rental car.

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<v Speaker 2>I feel like both of those conversations gave us a

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<v Speaker 2>nice little peek into the economy. And then a bit

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<v Speaker 2>later on the North American CEO of alcoholic beverage Giant

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<v Speaker 2>Perno recard details, key trends, peanut butter, whiskey anyone, Maybe not,

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<v Speaker 2>maybe not, I've heard about this, although there was a

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<v Speaker 2>topic that definitely plays to you. We also talked about

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<v Speaker 2>consolidation driving the global market for premium wines and spirits,

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<v Speaker 2>a sector valued in the area of a quarter trillion dollars.

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<v Speaker 3>All of that to come. We begin with a story

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<v Speaker 3>in the finance section of the latest issue of Bloomberg

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<v Speaker 3>BusinessWeek and what we love to talk about the Fed's

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<v Speaker 3>impact on the treasury yield curve. It turns out there's

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<v Speaker 3>another group of investors that seem to be playing a role.

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<v Speaker 2>Interesting story with more and how hedge funds are driving

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<v Speaker 2>volatility in the creator in US bond market. Bloomberg Market

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<v Speaker 2>Senior editor Mike Reagan and I turned to our colleagues

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<v Speaker 2>Daniza Sikova and Liz McCormick. Guys, so great to have

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<v Speaker 2>you here with us. Denis, let's start with you. I'm

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<v Speaker 2>curious about the conversation in the newsroom. Joel has a

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<v Speaker 2>tendency they'll kind of walk around the newsroom and like

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<v Speaker 2>kind of poke all about stories. How did this story

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<v Speaker 2>come about? What was the conversation or did you know

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<v Speaker 2>one of you say, like, you should see what hedge

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<v Speaker 2>fund guys are up to, So tell us how this

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<v Speaker 2>came to be.

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<v Speaker 4>Yeah, so it came back to that theme. We've talked

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<v Speaker 4>a lot about price sensitive and price incensitive buyers, so

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<v Speaker 4>we wanted to look into who are really those new buyers,

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<v Speaker 4>and hedge fund's a big part of it. And obviously,

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<v Speaker 4>like if you think of just generally trading treasuries and

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<v Speaker 4>think of it as the safest market and kind of

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<v Speaker 4>a little bit slower moving market compared to I don't know,

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<v Speaker 4>compared to equities, currencies, I don't know. So the conversation came,

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<v Speaker 4>how has the day of those people changed? And this

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<v Speaker 4>is what we asked them, so won't tail alpha the

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<v Speaker 4>year's day is very different. You know.

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<v Speaker 5>The first andingcdote is he wakes.

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<v Speaker 4>Up every two two hours to check the prices, and

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<v Speaker 4>you know it's being there on your Bloomberg terminal or whatever.

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<v Speaker 4>You check your prices all the time, and following every

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<v Speaker 4>little move and then every small data release is very

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<v Speaker 4>important and potentially it can make you move things. And obviously,

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<v Speaker 4>like some of those traits are voice trades.

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<v Speaker 6>Sometimes you have.

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<v Speaker 4>To be in the office and look at all those

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<v Speaker 4>releases together decide where you have to make moves.

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<v Speaker 6>And you can imagine this is.

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<v Speaker 4>Very different than I don't know, five years ago, when

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<v Speaker 4>the FED was such a big important buyer and prices

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<v Speaker 4>maybe weren't as sensitive to those things.

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<v Speaker 7>Yeah, this is why I'm not a tail risk hedge.

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<v Speaker 8>From that that.

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<v Speaker 2>Well, I want to bring listen to this conversation, Liz,

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<v Speaker 2>because we talk about the extreme volatility that we see

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<v Speaker 2>in the US bond market this year. So are they

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<v Speaker 2>playing our hedge fund guys and gals, if you will,

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<v Speaker 2>playing a significant role in that volatility?

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<v Speaker 9>Well?

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<v Speaker 6>Yeah, right? Is it circular?

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<v Speaker 10>Right? And they like the volatility, they come in, they

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<v Speaker 10>create more volatility, right, So it kind of feeds on

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<v Speaker 10>itself and then more becomes and I have to do

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<v Speaker 10>a shout out. I know Tracy Allowood at some point

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<v Speaker 10>did a story Treasury is Trading.

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<v Speaker 6>Like a memest, so we have to book that one up.

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<v Speaker 6>But that it becomes like, you know.

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<v Speaker 11>What was it?

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<v Speaker 10>Oh, I think Mike Reagan must have edited one of

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<v Speaker 10>these stories we did where there was other things that

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<v Speaker 10>were like the hot things that was crypto and now

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<v Speaker 10>look at this treasuries even today, look at the yields

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<v Speaker 10>across the curve, it's like down, you know, over fifteen

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<v Speaker 10>bases points.

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<v Speaker 6>It's crazy.

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<v Speaker 10>So I think hedge fund's coming in because there's more

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<v Speaker 10>volatility and trading than that adds to it. But they

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<v Speaker 10>do kind of on the flip side say hey, we're

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<v Speaker 10>adding to the liquidity, we're you know, making markets. And

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<v Speaker 10>Deniza knows. Today we had the refunding today and they

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<v Speaker 10>had their barring committee, which the Treasury always does look

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<v Speaker 10>into different things. One of them was like the demand base,

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<v Speaker 10>and they brought up things that were in our story,

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<v Speaker 10>not that it was from our story, but that the

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<v Speaker 10>buying base has changed. You know, you have less commercial banks,

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<v Speaker 10>foreign central banks, you have more households and hedge funds

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<v Speaker 10>you know, involved in the treasury market. So it's kind

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<v Speaker 10>of interesting that they brought that up today.

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<v Speaker 2>Mike did call it a memestock by the way, early.

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<v Speaker 7>Yeah, I really wanted to take credit for that, but

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<v Speaker 7>of course was Tracy's way ahead me as usual. But Liz,

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<v Speaker 7>you know, one of the sort of standard bread and

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<v Speaker 7>butter hedge fund trades when it comes to the treasury

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<v Speaker 7>market is something known as the basis trade, which basically

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<v Speaker 7>looks to profit between discrepancies in the price of bond

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<v Speaker 7>futures and the actual bonds trading in the cash market.

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<v Speaker 7>That seems to be kicking into high gear this year,

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<v Speaker 7>and there's a bit of a backlash to that from

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<v Speaker 7>the government and some scrutiny about what hedge funds are doing.

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<v Speaker 7>I know it's created its own backlash to the backlash,

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<v Speaker 7>Ken Griffin coming out and saying, why do they care

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<v Speaker 7>about this? This is sort of an innocuous trade that

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<v Speaker 7>actually helps save taxpayers money in the bond market. Walk

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<v Speaker 7>us through the basis trade and why there is scrutiny

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<v Speaker 7>of it right now.

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<v Speaker 10>Yeah, in fact, you're front running another story. I have

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<v Speaker 10>get it out before you do. But yeah, it's been interesting.

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<v Speaker 10>Like you said, we've had the FED the BIS, A

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<v Speaker 10>lot of regulators say, hey, we'll worry the side of

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<v Speaker 10>the size of this basis trade is gotten as jig

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<v Speaker 10>as it was like in March twenty twenty.

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<v Speaker 6>And we know what happened then.

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<v Speaker 10>But yeah, normally this is kind of like you say,

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<v Speaker 10>picking pennies up under steamroller. You're shorting the futures, you're

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<v Speaker 10>buying the cash. If you take it to you know,

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<v Speaker 10>to expiration of the futures, they should converge and where

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<v Speaker 10>they see some discrepancies, some price discrepancies, that's why you'll

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<v Speaker 10>do that trade. Where the risk comes in is that

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<v Speaker 10>most of that is done using leverage, meaning using the

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<v Speaker 10>repo market to finance the treasury side. So you have

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<v Speaker 10>the risk that's what happened in like twenty nineteen, that

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<v Speaker 10>repo rates go crazy for whatever reason and you just

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<v Speaker 10>can't keep funding this trade. On the flip side when

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<v Speaker 10>volatility picks up, as you know in futures, you tend

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<v Speaker 10>to get margin calls. It's just part of the metrics.

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<v Speaker 10>And so if you started getting margin calls on the

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<v Speaker 10>short side, so you know, things can just go awry

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<v Speaker 10>on both sides and all of a sudden, you know

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<v Speaker 10>you just can't keep in this trade. Then there's a

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<v Speaker 10>mass exit. That's the way that there's a problem when

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<v Speaker 10>everyone's running on the same way and no one can

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<v Speaker 10>get out. And remember Mike, in twenty twenty, we had

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<v Speaker 10>people saying, Hey, I had a good trade, I.

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<v Speaker 6>Couldn't even get out of that. There's just no liquidity, right, well, that's.

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<v Speaker 2>What I wanted to ask. Don't we want it to

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<v Speaker 2>be a little bit of a sleepy market that you know,

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<v Speaker 2>foreign central banks and the FED and others you know,

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<v Speaker 2>use and can count on to be kind of trade

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<v Speaker 2>a certain way. I mean, don't we to some extent

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<v Speaker 2>the need to care about the composition of buyers or

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<v Speaker 2>are we just glad that there are buyers in this market?

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<v Speaker 4>We do care about the composition for sure, and obviously,

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<v Speaker 4>like just to give perspective, so those big traditional buyers,

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<v Speaker 4>including the FED, commercial banks, foreign buyers used to count

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<v Speaker 4>for seventy five percent of the ownership of the treasury market.

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<v Speaker 4>That number now is fifty five percent. So this is

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<v Speaker 4>a very big drop. And speaking to different experts who've

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<v Speaker 4>been following this for a year, a lot of people

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<v Speaker 4>saying that in a case where there's a little like

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<v Speaker 4>a slightly bigger shock, probably there will be very sharp

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<v Speaker 4>moves and the market is more fraud to those moves

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<v Speaker 4>that and it was in the past. Because obviously hedge

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<v Speaker 4>funds are a big part, they're very price sensitive, but

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<v Speaker 4>mutual funds are also growing fast. Pension funds are growing fast.

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<v Speaker 4>They're not necessarily moving as fast as hedge funds obviously,

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<v Speaker 4>but are sensitive.

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<v Speaker 5>To macro events.

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<v Speaker 4>So all those different participants are a lot more likely

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<v Speaker 4>to react on who knows the next banking news or

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<v Speaker 4>oil prices or any of those little things.

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<v Speaker 2>But hedge funds have always been a part of this market,

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<v Speaker 2>right it is now there a bigger part we know,

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<v Speaker 2>percentage wise.

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<v Speaker 4>Yeah, they have tripled in the past year. So currently

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<v Speaker 4>they own two point three trillion, which is close to

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<v Speaker 4>ten percent of the treasury market.

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<v Speaker 2>Which makes me wonder if you get sleepy again, Mike,

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<v Speaker 2>do they just run in the other direction right to

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<v Speaker 2>make money?

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<v Speaker 7>Yeah, and it makes me you know, the dirty word

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<v Speaker 7>in macroland is are you a tourist in this market?

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<v Speaker 4>Yeah?

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<v Speaker 8>Now, are you really a macro fund.

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<v Speaker 7>Who's used to this trade and knows what to do?

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<v Speaker 7>Or are you taking rescue yourquity manager? You know, I've

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<v Speaker 7>seen a few headlines out this week Bill Ackman with

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<v Speaker 7>shortening treasuries.

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<v Speaker 8>He's changed his mind, He's.

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<v Speaker 7>Now covering that short Stan Druck and Miller are a

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<v Speaker 7>very wealth known hedge fund manager used to work with

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<v Speaker 7>George Soroz without saying he's very bullish treasuries. So is

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<v Speaker 7>that at least the tourist sort of mentality. Does it

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<v Speaker 7>seem like the consensus is we've seen the peak and yields,

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<v Speaker 7>it's now time to back up the truck and start

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<v Speaker 7>going along the treasury market?

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<v Speaker 8>Do you think?

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<v Speaker 4>I think the peak is for sure, very important, but

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<v Speaker 4>it's also very important that for a very long time

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<v Speaker 4>it was the.

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<v Speaker 6>Direction of trouble was very sure.

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<v Speaker 4>And obviously like the FED is likely to continue rowing

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<v Speaker 4>off its balance sheet, so them being a smaller portion

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<v Speaker 4>of it guarantees more volatility, whether those trades are whether

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<v Speaker 4>short bonds will still be a successful trade. Obviously this

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<v Speaker 4>is going back to the debate where we've seen the peak,

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<v Speaker 4>but the fact that they're more say relative value trades

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<v Speaker 4>or or you know, basis traits or things where you

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<v Speaker 4>can exploit that volatility, uh, stace, no matter whether we've

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<v Speaker 4>reached dot peaks.

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<v Speaker 2>I wondered too, Liz, come on back in. I mean,

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<v Speaker 2>what you make for someoney who's also followed this, you know,

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<v Speaker 2>for a long time in terms of the bond market

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<v Speaker 2>and treasury trade. To see a greater role of hedge funds,

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<v Speaker 2>I do wonder. Listen, they love volatility, right, They want

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<v Speaker 2>things to move that's how you make money and quickly

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<v Speaker 2>for investors. But I do wonder does that potentially, you know,

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<v Speaker 2>or could it spell trouble. We always talk about right

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<v Speaker 2>these changing rate environments, and you know, as the tide

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<v Speaker 2>goes out, like we get to see all the problems

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<v Speaker 2>and we you know, could it create some kind of

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<v Speaker 2>crisis many or otherwise in the future.

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<v Speaker 10>Well, I have to say, and I wouldn't be doing

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<v Speaker 10>a good service. And maybe Treasury Department will still talk

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<v Speaker 10>to me if I do mention that. John Josh Frost

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<v Speaker 10>to the Treasury Department Assistant Secretary for Financial Markets publicly

0:11:00.920 --> 0:11:03.280
<v Speaker 10>in a press conference. Listen, we still have a very

0:11:03.320 --> 0:11:06.440
<v Speaker 10>diverse buyer base. We're not relying on any one type

0:11:06.440 --> 0:11:09.720
<v Speaker 10>of investor or group of investors. So they're saying, hey,

0:11:09.800 --> 0:11:12.360
<v Speaker 10>we're doing fine. But to your point, Carol, I think

0:11:12.559 --> 0:11:14.600
<v Speaker 10>that is why regulators worry, like they're.

0:11:14.440 --> 0:11:15.760
<v Speaker 6>Zoning in on leverage of things.

0:11:15.760 --> 0:11:19.360
<v Speaker 10>But you don't want a massive positioning and with one

0:11:19.400 --> 0:11:21.880
<v Speaker 10>group of investors, who if they go the other way,

0:11:22.320 --> 0:11:25.679
<v Speaker 10>you just create this groundswell of movement and they take

0:11:25.760 --> 0:11:28.640
<v Speaker 10>everyone else out in the process. So I think that's

0:11:28.640 --> 0:11:31.920
<v Speaker 10>the risk when any trade gets too big especially when

0:11:31.960 --> 0:11:32.560
<v Speaker 10>it's leveraged.

0:11:32.640 --> 0:11:35.040
<v Speaker 6>That's a problem. But like I said, Treasury saying.

0:11:34.760 --> 0:11:37.199
<v Speaker 10>We're okay, we're looking at all this, but we still

0:11:37.240 --> 0:11:39.960
<v Speaker 10>have enough folks that want to buy our stuff that

0:11:40.000 --> 0:11:43.000
<v Speaker 10>we're not concerned. But like, who knows, We're going to

0:11:43.040 --> 0:11:44.600
<v Speaker 10>see what happens for now.

0:11:44.640 --> 0:11:47.160
<v Speaker 7>How Yeah, yeah, Well, let's I wonder you know that

0:11:47.160 --> 0:11:50.679
<v Speaker 7>that expression crowded trade comes to mind with a story

0:11:50.760 --> 0:11:53.720
<v Speaker 7>like this. I mean, is there enough diversity in sort

0:11:53.760 --> 0:11:56.880
<v Speaker 7>of the trades going on or is there a risk

0:11:56.920 --> 0:12:00.520
<v Speaker 7>of crowding in certain trades, especially know where you look

0:12:00.559 --> 0:12:04.000
<v Speaker 7>at how the yield curve has really steepened pretty aggressively

0:12:04.400 --> 0:12:06.319
<v Speaker 7>in the last couple of months. You know, is that

0:12:06.520 --> 0:12:09.800
<v Speaker 7>potentially a crowded trade or you know, are there any

0:12:09.880 --> 0:12:12.320
<v Speaker 7>pockets of crowded trades we should think about in this

0:12:12.400 --> 0:12:13.080
<v Speaker 7>market right now?

0:12:13.360 --> 0:12:15.800
<v Speaker 10>Well, I would say I think the biggest one is

0:12:15.800 --> 0:12:18.360
<v Speaker 10>the basis, even though some people argue there's reasons it's

0:12:18.400 --> 0:12:22.600
<v Speaker 10>not as big. But I keep saying, like Denisa says,

0:12:22.200 --> 0:12:25.520
<v Speaker 10>it's this debate have yields peaked and that I think

0:12:25.520 --> 0:12:26.800
<v Speaker 10>people keep getting burned.

0:12:27.000 --> 0:12:28.360
<v Speaker 6>You know, I mean, we've.

0:12:28.240 --> 0:12:30.959
<v Speaker 10>Seen a massive fall today, but that yields have peaked,

0:12:31.040 --> 0:12:33.040
<v Speaker 10>let me just load up, bring up the truck and

0:12:33.080 --> 0:12:33.760
<v Speaker 10>buy them.

0:12:33.640 --> 0:12:36.640
<v Speaker 6>And then yields go up again. And so I think that's.

0:12:36.520 --> 0:12:39.200
<v Speaker 10>Where the risk is that people are trying to just

0:12:39.200 --> 0:12:42.000
<v Speaker 10>can't seem to time this market right, you know. So

0:12:42.120 --> 0:12:45.240
<v Speaker 10>that's creating the extra volatility, not just from the hedge

0:12:45.240 --> 0:12:49.080
<v Speaker 10>funds but just regular macro funds, et cetera, thinking it's

0:12:49.160 --> 0:12:51.600
<v Speaker 10>time now. Maybe they're okay in the long run because

0:12:52.000 --> 0:12:54.040
<v Speaker 10>this will come back. But I think that's the risk

0:12:54.120 --> 0:12:56.280
<v Speaker 10>that people just can't seem to get a clarity for

0:12:56.320 --> 0:12:57.560
<v Speaker 10>sure where rates are going.

0:12:57.800 --> 0:13:01.360
<v Speaker 2>Yeah, right, exactly. The crystal ball is really muddy right now, Deniza.

0:13:01.840 --> 0:13:03.319
<v Speaker 2>Just to bring it back to how you guys kick

0:13:03.320 --> 0:13:06.439
<v Speaker 2>off this story and the founder of long Tail Alpha

0:13:07.120 --> 0:13:09.000
<v Speaker 2>and talking to him, does it feel like it's a

0:13:09.040 --> 0:13:11.440
<v Speaker 2>trade he plans to be in for a long time

0:13:11.559 --> 0:13:13.640
<v Speaker 2>or is it something he's like, yeah, this is maybe

0:13:13.640 --> 0:13:15.400
<v Speaker 2>a one or two year thing, or I don't know.

0:13:15.920 --> 0:13:18.080
<v Speaker 4>Yeah, I think this is not including the story, but

0:13:18.240 --> 0:13:20.679
<v Speaker 4>he actually said that probably the best time for this

0:13:20.760 --> 0:13:23.800
<v Speaker 4>trade is yet to come. As as cliche as that is,

0:13:23.840 --> 0:13:25.720
<v Speaker 4>but this is something we've also heard.

0:13:25.760 --> 0:13:27.040
<v Speaker 6>We talked to people.

0:13:28.360 --> 0:13:31.320
<v Speaker 4>Of course, I mean, what else could he say. But

0:13:31.400 --> 0:13:33.960
<v Speaker 4>we also talk to people like who are selling trading

0:13:34.000 --> 0:13:36.520
<v Speaker 4>algorithms and who are very you know, have a very

0:13:36.559 --> 0:13:39.880
<v Speaker 4>good perception where the basis trade is growing, and they're

0:13:39.880 --> 0:13:42.960
<v Speaker 4>saying that in the past three months they've seen the

0:13:42.960 --> 0:13:46.320
<v Speaker 4>most demand they've seen for these type of things, and

0:13:46.360 --> 0:13:48.960
<v Speaker 4>obviously they have interested in saying that this will continue

0:13:49.000 --> 0:13:51.400
<v Speaker 4>to be strong. But this is this is a thing

0:13:51.440 --> 0:13:55.120
<v Speaker 4>we're saying. So for sure, there are numerous players in

0:13:55.160 --> 0:13:58.280
<v Speaker 4>this space that they're saying that as long as there

0:13:58.320 --> 0:14:01.720
<v Speaker 4>is uncertainty of peak heels, his longest the fit is

0:14:01.760 --> 0:14:02.920
<v Speaker 4>rowing off his bounce.

0:14:02.679 --> 0:14:03.839
<v Speaker 2>She heets haven't heard peak keelty.

0:14:04.960 --> 0:14:07.680
<v Speaker 4>As long as we see that volatility, there may be

0:14:07.720 --> 0:14:09.079
<v Speaker 4>more appetite for those things.

0:14:09.120 --> 0:14:11.720
<v Speaker 2>Feels like we could see some more volatility, guys. Thank

0:14:11.760 --> 0:14:14.360
<v Speaker 2>you so much. Bloomberg News process at reporter Daniza Zakova

0:14:14.600 --> 0:14:18.360
<v Speaker 2>along with Bloomberg News. She correspondent for Global Macromarkets Liz McCormick.

0:14:18.440 --> 0:14:20.920
<v Speaker 2>This story in the new upcoming issue Bloomberg Business Week,

0:14:20.960 --> 0:14:24.680
<v Speaker 2>on newstands tomorrow, already on the Bloomberg and already online

0:14:25.160 --> 0:14:27.120
<v Speaker 2>at Bloomberg dot com.

0:14:27.560 --> 0:14:31.120
<v Speaker 1>You're listening to the Bloomberg Business Week podcast. Catch us

0:14:31.160 --> 0:14:34.480
<v Speaker 1>live weekday afternoons from three to six Eastern Listen on

0:14:34.560 --> 0:14:38.600
<v Speaker 1>Bloomberg dot com, the iHeartRadio app and the Bloomberg Business app,

0:14:38.880 --> 0:14:41.280
<v Speaker 1>or watch us live on YouTube.

0:14:41.560 --> 0:14:43.720
<v Speaker 2>Well shares an ad co. Check it out, everybody. They're

0:14:43.760 --> 0:14:45.200
<v Speaker 2>up for a third day. They're at more than six

0:14:45.240 --> 0:14:48.440
<v Speaker 2>percent in that time. Company reported earnings yesterday morning, of

0:14:48.440 --> 0:14:50.520
<v Speaker 2>which third quarter just at EPs was a big beat.

0:14:50.560 --> 0:14:53.440
<v Speaker 2>Third quarter net sales in line with expectations, and the

0:14:53.440 --> 0:14:56.160
<v Speaker 2>maker of tractors and combines also said it still sees

0:14:56.160 --> 0:14:58.840
<v Speaker 2>fiscal year net sales of about fourteen point seven billion,

0:14:59.240 --> 0:15:02.720
<v Speaker 2>slightly above estimates, with fiscal year just ADPs of about

0:15:02.960 --> 0:15:05.760
<v Speaker 2>fifteen dollars seventy five cents a share. That's fifty cents

0:15:05.760 --> 0:15:09.360
<v Speaker 2>above the company's earlier forecast. Three analysts nonetheless cutting their

0:15:09.360 --> 0:15:11.160
<v Speaker 2>price targets on the company by an average of three

0:15:11.200 --> 0:15:14.040
<v Speaker 2>and a half percent since it reported yesterday. So let's

0:15:14.080 --> 0:15:15.720
<v Speaker 2>get to it. We have a great guest. We have

0:15:15.760 --> 0:15:19.440
<v Speaker 2>the CEO, chairman, president and CEO at Aco. He's Eric

0:15:19.560 --> 0:15:25.240
<v Speaker 2>and Eric Hensotia and excuse me, Eric Hensotia, He's on

0:15:25.320 --> 0:15:28.040
<v Speaker 2>Zoom from Duluth Georgia, and he joins, us, forgive me,

0:15:28.080 --> 0:15:29.840
<v Speaker 2>forgive me. I'm trying to race to get to you,

0:15:30.280 --> 0:15:31.479
<v Speaker 2>So I apologize.

0:15:32.080 --> 0:15:32.240
<v Speaker 9>Eric.

0:15:32.520 --> 0:15:33.440
<v Speaker 12>Oh good, no problem.

0:15:33.600 --> 0:15:35.800
<v Speaker 2>Really great to have you here with us. First of all,

0:15:36.160 --> 0:15:37.800
<v Speaker 2>how are you? And I do have to ask you

0:15:37.840 --> 0:15:40.880
<v Speaker 2>about the FED? In an environment where the FED says,

0:15:41.080 --> 0:15:43.200
<v Speaker 2>you know, we could still continue raising rates, we're still

0:15:43.200 --> 0:15:46.480
<v Speaker 2>worried about inflation. Does that kind of mesh with the

0:15:46.480 --> 0:15:47.720
<v Speaker 2>outlook that you see?

0:15:48.160 --> 0:15:50.640
<v Speaker 12>Well, your first question was how am I doing great?

0:15:51.320 --> 0:15:54.440
<v Speaker 13>Just couldn't be happier with the progress that our company

0:15:54.480 --> 0:15:56.440
<v Speaker 13>is having rel into our strategy.

0:15:56.840 --> 0:15:59.000
<v Speaker 12>We're going to have two billion more in sales this year.

0:15:59.000 --> 0:16:02.560
<v Speaker 13>We're going to grow margins significantly relative to the and

0:16:02.840 --> 0:16:05.520
<v Speaker 13>it's all in line with our high tech focus on

0:16:05.640 --> 0:16:08.960
<v Speaker 13>being the industry leader and smart farming machines relatively to

0:16:09.040 --> 0:16:12.680
<v Speaker 13>the FED. You know, interest rates do weigh on farmers' minds.

0:16:12.840 --> 0:16:16.160
<v Speaker 13>These are big as the carry a lot of technology.

0:16:16.160 --> 0:16:19.480
<v Speaker 13>They're expensive machines, many times half a million to a

0:16:19.520 --> 0:16:22.520
<v Speaker 13>million dollars, and so they often finance those machines, and

0:16:22.640 --> 0:16:25.560
<v Speaker 13>higher interest rates are part of the part of the decision.

0:16:26.880 --> 0:16:30.960
<v Speaker 13>I'm expecting that we're you know, at a high plateau,

0:16:31.200 --> 0:16:33.760
<v Speaker 13>and that we're more likely over the coming year to

0:16:33.880 --> 0:16:37.040
<v Speaker 13>have rates go down then up, and that would be

0:16:37.040 --> 0:16:38.880
<v Speaker 13>welcomed by our customers, you.

0:16:38.920 --> 0:16:41.840
<v Speaker 7>Know, Eric, I'm looking at the revenue growth of i

0:16:42.040 --> 0:16:45.160
<v Speaker 7>CO over the years and really some impressive growth there.

0:16:45.200 --> 0:16:48.440
<v Speaker 7>Twenty twenty one is up twenty two percent, twenty twenty

0:16:48.440 --> 0:16:52.680
<v Speaker 7>two up fourteen percent, sixteen percent. This year it does,

0:16:53.080 --> 0:16:55.520
<v Speaker 7>at least according to analyst estimates, look like you might

0:16:55.560 --> 0:16:57.680
<v Speaker 7>be in for a dip in revenue last year, and

0:16:57.720 --> 0:17:00.960
<v Speaker 7>I'm wondering what's the what's driving that? Is that entirely

0:17:01.000 --> 0:17:03.800
<v Speaker 7>an Interra straight story or is there something else going on.

0:17:04.280 --> 0:17:06.720
<v Speaker 12>It's actually very little related to interest rates.

0:17:06.920 --> 0:17:10.800
<v Speaker 13>Agriculture often is not connected, not correlated highly with the

0:17:10.880 --> 0:17:17.120
<v Speaker 13>regular GDP growth. It's more tied to the aggricultural agricultural economy.

0:17:17.200 --> 0:17:18.840
<v Speaker 12>So the price of corn.

0:17:18.600 --> 0:17:22.880
<v Speaker 13>Wheat, soybeans, and that's a function of how much green

0:17:22.920 --> 0:17:24.760
<v Speaker 13>there is in the world. For the last two or

0:17:24.800 --> 0:17:28.560
<v Speaker 13>three years, there's been green shortages and so grain prices

0:17:28.560 --> 0:17:30.840
<v Speaker 13>have been high. That means more profit for our farmers.

0:17:32.160 --> 0:17:34.560
<v Speaker 13>Now they've had a great year this year in terms

0:17:34.560 --> 0:17:37.080
<v Speaker 13>of harvest, and so there's a little bit more stock

0:17:37.240 --> 0:17:40.280
<v Speaker 13>prices have come down a bit, and that's really more

0:17:40.320 --> 0:17:43.240
<v Speaker 13>what drives farmer profitability and in turn their interest to

0:17:43.520 --> 0:17:44.280
<v Speaker 13>purchase equipment.

0:17:44.440 --> 0:17:47.000
<v Speaker 2>Hey, Eric, what I wonder is longer term how you

0:17:47.040 --> 0:17:48.960
<v Speaker 2>guys think about the business, how you plan, because I

0:17:48.960 --> 0:17:53.240
<v Speaker 2>wonder if things like weather, climate change, demographics globally, is

0:17:53.280 --> 0:17:56.240
<v Speaker 2>that more significant in terms of how you think about

0:17:56.240 --> 0:17:59.240
<v Speaker 2>the growth longer term? And if so, what does that

0:17:59.320 --> 0:18:00.359
<v Speaker 2>maybe indicate to you.

0:18:00.920 --> 0:18:02.240
<v Speaker 12>Yeah, that's a great point, Carol.

0:18:02.560 --> 0:18:07.200
<v Speaker 13>So we see three macro tailwinds plus this weather factor.

0:18:07.240 --> 0:18:10.040
<v Speaker 13>So let me touch those real quickly. Number One, we're

0:18:10.080 --> 0:18:13.040
<v Speaker 13>moving from eight billion people to ten billion people between

0:18:13.080 --> 0:18:19.119
<v Speaker 13>now and twenty fifty. Number two, emerging economies are adding

0:18:19.160 --> 0:18:21.320
<v Speaker 13>more meat to their diet as they do that. That's

0:18:21.359 --> 0:18:25.119
<v Speaker 13>a multiplier on the demand for green chicken is a

0:18:25.160 --> 0:18:27.800
<v Speaker 13>two to one multiplier, beef is a ten to one multiplier.

0:18:28.119 --> 0:18:31.480
<v Speaker 13>And then third is renewable fuels, so ethanol in the

0:18:31.560 --> 0:18:35.600
<v Speaker 13>United United States. But now the next one is renewable diesel.

0:18:36.280 --> 0:18:39.440
<v Speaker 13>Ethanol consumes forty percent of the corn crop today. Renewable

0:18:39.480 --> 0:18:41.720
<v Speaker 13>diesel is likely going to grow to that same kind

0:18:41.720 --> 0:18:44.639
<v Speaker 13>of proportion over the next few years. Those are all

0:18:45.320 --> 0:18:50.560
<v Speaker 13>macro tailwinds that cause the farmer to have higher yields,

0:18:51.040 --> 0:18:54.520
<v Speaker 13>more pressure on higher yields, and then weather is another one.

0:18:54.640 --> 0:18:57.840
<v Speaker 13>We're having more severe droughts and more severe floods every

0:18:57.920 --> 0:19:00.160
<v Speaker 13>year that reduces.

0:18:59.880 --> 0:19:03.000
<v Speaker 12>The overall global global ability to produce cream.

0:19:03.440 --> 0:19:06.200
<v Speaker 13>So you add those four factors together and the farmers

0:19:06.200 --> 0:19:09.600
<v Speaker 13>are pushed to have higher yields while using less inputs,

0:19:09.680 --> 0:19:13.040
<v Speaker 13>less fertilizeder, pesticide, chemicals and things like that, and so

0:19:13.080 --> 0:19:17.479
<v Speaker 13>there's a big squeeze for productivity. Using our technology, we're

0:19:17.560 --> 0:19:20.200
<v Speaker 13>using artificial intelligence on our sprayers now to be able

0:19:20.200 --> 0:19:22.560
<v Speaker 13>to use vision systems to identify the difference between a

0:19:22.560 --> 0:19:25.760
<v Speaker 13>weed and a plant as a machine's going through the

0:19:25.760 --> 0:19:28.399
<v Speaker 13>field and spray only the weed, saving like seventy percent

0:19:28.400 --> 0:19:32.480
<v Speaker 13>of the chemical and a lot of automation of features

0:19:32.480 --> 0:19:33.439
<v Speaker 13>throughout all of our products.

0:19:33.520 --> 0:19:35.720
<v Speaker 2>Eric, you say, I'm assuming you've been using AI for

0:19:35.720 --> 0:19:36.920
<v Speaker 2>a long time though, right.

0:19:36.880 --> 0:19:39.119
<v Speaker 12>Yes, we have. Across many of our machines.

0:19:39.160 --> 0:19:42.199
<v Speaker 13>We use AI to understand the variation in soil or

0:19:42.240 --> 0:19:44.679
<v Speaker 13>crop and have the machine learn over time to be

0:19:44.680 --> 0:19:46.840
<v Speaker 13>able to optimize itself real time in the field.

0:19:47.280 --> 0:19:50.640
<v Speaker 7>It's amazing because when you think of AI, the last

0:19:50.640 --> 0:19:53.240
<v Speaker 7>thing I think most people think of is farm labor.

0:19:53.359 --> 0:19:55.320
<v Speaker 2>Do you think of machines though, I think a machine.

0:19:55.359 --> 0:19:57.200
<v Speaker 7>Well, Eric made a great point and I wanted to

0:19:57.200 --> 0:19:59.359
<v Speaker 7>ask them about this. Is right at the beginning, you

0:19:59.400 --> 0:20:03.240
<v Speaker 7>said that technology aspect of your business is so important,

0:20:03.600 --> 0:20:05.800
<v Speaker 7>and again, if you're not really familiar with aco, you

0:20:05.880 --> 0:20:06.240
<v Speaker 7>might not.

0:20:06.320 --> 0:20:07.000
<v Speaker 12>Think about that.

0:20:07.080 --> 0:20:09.639
<v Speaker 7>But one thing I wanted to ask about, Eric, and

0:20:09.920 --> 0:20:12.680
<v Speaker 7>full disclosure, I'm not an expert on tractors. In fact,

0:20:12.840 --> 0:20:14.639
<v Speaker 7>I hire a kid to cut my own grass, so

0:20:15.200 --> 0:20:16.000
<v Speaker 7>I'm really.

0:20:16.320 --> 0:20:18.880
<v Speaker 2>I've driven a tractor, a big one.

0:20:19.200 --> 0:20:19.720
<v Speaker 12>There we go.

0:20:19.960 --> 0:20:23.480
<v Speaker 7>So I'm coming at this from a pure ignorance state

0:20:23.560 --> 0:20:28.080
<v Speaker 7>of mind. But I would think that self driving technology

0:20:28.320 --> 0:20:32.600
<v Speaker 7>would be easier to implement on the farm with a tractor.

0:20:32.960 --> 0:20:36.200
<v Speaker 7>But from my understanding is it's not really I wonder

0:20:36.200 --> 0:20:38.399
<v Speaker 7>if you could talk to us a little about where

0:20:38.440 --> 0:20:41.600
<v Speaker 7>you are with that type of technology. You know, we

0:20:41.600 --> 0:20:43.879
<v Speaker 7>we see it anytime soon, or is it just, for

0:20:43.920 --> 0:20:48.360
<v Speaker 7>whatever reason, too complicated to have self driving tractors.

0:20:48.600 --> 0:20:50.199
<v Speaker 12>Oh, it's a great topic.

0:20:50.880 --> 0:20:54.000
<v Speaker 13>It's at the heart of our strategy is putting technology

0:20:54.040 --> 0:20:56.080
<v Speaker 13>on machines to have the machine be smarter and be

0:20:56.080 --> 0:20:58.240
<v Speaker 13>able to do more things for the customer. I talked

0:20:58.240 --> 0:21:00.800
<v Speaker 13>about the sprayer. We're automating all our functions on all

0:21:00.840 --> 0:21:03.280
<v Speaker 13>of our machines. We've increased our engineering spend by sixty

0:21:03.320 --> 0:21:05.760
<v Speaker 13>percent over the last three or four years since we

0:21:05.800 --> 0:21:06.600
<v Speaker 13>started a strategy.

0:21:06.960 --> 0:21:08.520
<v Speaker 12>We've bought six tech companies.

0:21:08.520 --> 0:21:10.840
<v Speaker 13>We just announced the biggest ag tech deal in history

0:21:11.200 --> 0:21:14.400
<v Speaker 13>with Trimble agg where is over a two billion dollar

0:21:14.440 --> 0:21:17.560
<v Speaker 13>deal to bring those to their technology and our technology together.

0:21:18.200 --> 0:21:21.399
<v Speaker 13>So technology is a big deal. Now let's talk about

0:21:21.480 --> 0:21:25.840
<v Speaker 13>the autonomy question. Already, guidance, which Trimble is one of

0:21:25.840 --> 0:21:29.239
<v Speaker 13>the world leaders in, is used by farmers once they

0:21:29.240 --> 0:21:30.920
<v Speaker 13>get into the field. They get into the field and

0:21:30.960 --> 0:21:34.679
<v Speaker 13>they already turn on auto steer, which is a satellite

0:21:34.760 --> 0:21:37.000
<v Speaker 13>driven guidance. Tip the steering wheel out of the way

0:21:37.040 --> 0:21:40.520
<v Speaker 13>and the machine steers for itself. Now it's still supervised today,

0:21:40.920 --> 0:21:43.679
<v Speaker 13>but most large AGG has is the machine is doing

0:21:44.080 --> 0:21:47.240
<v Speaker 13>the steering for itself. We've committed when we were in

0:21:47.280 --> 0:21:50.800
<v Speaker 13>Wall Street last week last year, we committed that by

0:21:50.840 --> 0:21:53.960
<v Speaker 13>the end of the decade, so twenty thirty, we would

0:21:53.960 --> 0:21:58.600
<v Speaker 13>have the full crop cycle, meaning planting spring, tractors harvesting

0:21:59.200 --> 0:22:02.840
<v Speaker 13>all a ton with no driver in them and by

0:22:02.880 --> 0:22:05.360
<v Speaker 13>twenty twenty five, we'd have a retrofit kit that would

0:22:05.400 --> 0:22:07.480
<v Speaker 13>be able to be put on an existing machine to

0:22:07.560 --> 0:22:11.440
<v Speaker 13>make it autonomous. So it's a more contained environment. There's

0:22:11.800 --> 0:22:14.280
<v Speaker 13>not so much other traffic and other things in the way,

0:22:14.840 --> 0:22:16.720
<v Speaker 13>and you can stop. You don't have a lot of

0:22:16.720 --> 0:22:19.400
<v Speaker 13>other traffic around you, so you can. If it runs

0:22:19.400 --> 0:22:21.840
<v Speaker 13>into a situation that hasn't seen before, the machine will

0:22:21.880 --> 0:22:24.320
<v Speaker 13>just fail. Safe mode is stop, and then you can

0:22:24.359 --> 0:22:26.320
<v Speaker 13>remotely view into it and restart it.

0:22:26.320 --> 0:22:28.240
<v Speaker 2>It's like a boat, right, there's lots of move there's

0:22:28.240 --> 0:22:31.600
<v Speaker 2>a lot of space around you. Autopilots work really really well. Hey,

0:22:31.600 --> 0:22:34.120
<v Speaker 2>in twenty twenty four, what do we expect for your company?

0:22:34.160 --> 0:22:36.720
<v Speaker 2>Do you see higher prices due to inflation continuing?

0:22:37.119 --> 0:22:38.560
<v Speaker 12>Yeah, prices are going to moderate.

0:22:38.760 --> 0:22:41.280
<v Speaker 13>You know, these last couple of years we put a

0:22:41.280 --> 0:22:43.200
<v Speaker 13>lot of pricing into the market, more than our a

0:22:43.240 --> 0:22:45.520
<v Speaker 13>little bit more than our cost. We expect to still

0:22:45.560 --> 0:22:47.840
<v Speaker 13>put more than our cost into the market because of

0:22:47.880 --> 0:22:50.160
<v Speaker 13>all this technology we're bringing in the value it generates.

0:22:50.560 --> 0:22:54.600
<v Speaker 13>But inflation is coming down pretty significantly for us, and

0:22:54.920 --> 0:22:56.080
<v Speaker 13>so we think it'll be.

0:22:56.320 --> 0:22:59.600
<v Speaker 12>Much more normalized. You know, we haven't given guidance.

0:22:59.320 --> 0:23:01.679
<v Speaker 13>But it'll be more in the mid to lowest single

0:23:01.720 --> 0:23:02.840
<v Speaker 13>digits than where.

0:23:02.640 --> 0:23:03.320
<v Speaker 12>We've been before.

0:23:03.440 --> 0:23:05.560
<v Speaker 2>Any any kind of peaked in terms of the ag

0:23:05.600 --> 0:23:07.480
<v Speaker 2>machinery market, do you see any kind of peeking out?

0:23:07.640 --> 0:23:09.840
<v Speaker 13>Well, we've still got strong demand going into next year.

0:23:10.520 --> 0:23:12.880
<v Speaker 13>Our order boards are out six or seven months on large.

0:23:12.920 --> 0:23:15.399
<v Speaker 13>Egg were sold out for our seasonal products were all

0:23:15.440 --> 0:23:17.800
<v Speaker 13>through bodyear twenty four, so we still see twenty four

0:23:17.840 --> 0:23:20.040
<v Speaker 13>as a good year, although getting more normalized.

0:23:20.200 --> 0:23:22.959
<v Speaker 2>All right, love it, listen, come back soon, So appreciate it.

0:23:23.480 --> 0:23:26.879
<v Speaker 2>Eric Hansodia. He is chairman, presidentco at AGCO on Zoom

0:23:26.880 --> 0:23:29.639
<v Speaker 2>from du Luth. George is so appreciate your time.

0:23:34.200 --> 0:23:37.760
<v Speaker 1>You're listening to the Bloomberg Business Week podcast. Catch us

0:23:37.800 --> 0:23:41.920
<v Speaker 1>live weekday afternoons from three to six Eastern on Bloomberg Radio,

0:23:42.000 --> 0:23:45.320
<v Speaker 1>the Bloomberg Business App and YouTube. You can also listen

0:23:45.400 --> 0:23:48.520
<v Speaker 1>live on Amazon Alexa from our flagship New York station,

0:23:48.960 --> 0:23:52.000
<v Speaker 1>Just say Alexa play Bloomberg eleven thirty.

0:23:53.240 --> 0:23:55.840
<v Speaker 3>Well shares of Hurts closing out a record low today,

0:23:55.960 --> 0:23:58.560
<v Speaker 3>This after the company last week mister earnings estimates amid

0:23:58.640 --> 0:24:01.880
<v Speaker 3>Tesla price cuts in the high price of repairs for

0:24:02.000 --> 0:24:04.640
<v Speaker 3>those evs really eager to hear from our next guest

0:24:04.640 --> 0:24:06.640
<v Speaker 3>about all things when it comes to the car rental

0:24:06.680 --> 0:24:09.480
<v Speaker 3>industry here in the US and around the world. Chrissy

0:24:09.480 --> 0:24:12.320
<v Speaker 3>Taylor as President and CEO of Enterprise Mobility. It's the

0:24:12.320 --> 0:24:15.439
<v Speaker 3>company Carol that until recently was known as Enterprise Holdings.

0:24:15.560 --> 0:24:18.040
<v Speaker 2>That's right. They own National car Rental and Alamo. Chrissy,

0:24:18.080 --> 0:24:20.320
<v Speaker 2>by the way, the third generation of the Taylor family

0:24:20.359 --> 0:24:24.480
<v Speaker 2>to run Enterprise. Her grandfather Jack Taylor founded Enterprise back

0:24:24.480 --> 0:24:27.439
<v Speaker 2>in nineteen fifty seven, and his son Andrew was CEO

0:24:27.480 --> 0:24:31.119
<v Speaker 2>before Chrissy, so it really is a family run business. Enterprise,

0:24:31.119 --> 0:24:32.480
<v Speaker 2>by the way, has a fleet of two point three

0:24:32.520 --> 0:24:35.399
<v Speaker 2>million vehicles and ninety thousand employees around the world. And

0:24:35.560 --> 0:24:37.199
<v Speaker 2>we are so delighted to have Chrissy here in our

0:24:37.240 --> 0:24:39.960
<v Speaker 2>Bloomberg studio. Welcome, Welcome, welcome, Thank you so much.

0:24:40.119 --> 0:24:41.960
<v Speaker 14>I'm great, Thank you so much for having us. And

0:24:42.040 --> 0:24:45.480
<v Speaker 14>we're excited about this announcement. Once Enterprise Holdings and now

0:24:45.640 --> 0:24:46.760
<v Speaker 14>Enterprise Mobility.

0:24:46.880 --> 0:24:47.600
<v Speaker 5>Why the change.

0:24:47.680 --> 0:24:50.240
<v Speaker 14>Yeah, we have been moving Enterprise really has been moving

0:24:50.240 --> 0:24:54.639
<v Speaker 14>mobility forward for sixty five years, and we are excited

0:24:54.760 --> 0:24:57.920
<v Speaker 14>because all of our business lines like Daily Rental are

0:24:58.000 --> 0:25:01.159
<v Speaker 14>gigantic and our huge opportunity for for us. And so

0:25:01.280 --> 0:25:04.960
<v Speaker 14>over sixty five years we have involved in terms of geography,

0:25:05.119 --> 0:25:09.159
<v Speaker 14>customer segments, and products and services that we offer. And

0:25:09.240 --> 0:25:12.400
<v Speaker 14>so when my grandfather founded Enterprise as a leasing company,

0:25:12.440 --> 0:25:15.080
<v Speaker 14>we're now known as the world's largest rental car company.

0:25:15.520 --> 0:25:17.800
<v Speaker 11>We now have we have car.

0:25:17.680 --> 0:25:21.040
<v Speaker 14>Sales, a retail car sale operation, We've got car sharing,

0:25:21.080 --> 0:25:24.919
<v Speaker 14>we've got vanpooling and commuting, We've got a truck rental business.

0:25:24.920 --> 0:25:28.240
<v Speaker 14>We have global operations, we have hourly, we have luxury,

0:25:28.400 --> 0:25:31.159
<v Speaker 14>we have a variety of technology solutions with partners, and

0:25:31.200 --> 0:25:35.760
<v Speaker 14>so Enterprise mobility better fully represents who we are and

0:25:35.760 --> 0:25:36.639
<v Speaker 14>what we do today.

0:25:36.680 --> 0:25:38.400
<v Speaker 2>I don't you drones they're going to be doing.

0:25:38.440 --> 0:25:41.000
<v Speaker 14>There aren't drones, but we are definitely leaning into the

0:25:41.040 --> 0:25:42.480
<v Speaker 14>future about what's next.

0:25:42.560 --> 0:25:45.000
<v Speaker 3>So you're prot you're private company, so we don't get

0:25:45.040 --> 0:25:47.480
<v Speaker 3>a good look every quarter. You know, under the hood,

0:25:47.560 --> 0:25:49.640
<v Speaker 3>so to speak of the company. But if you think

0:25:49.640 --> 0:25:52.600
<v Speaker 3>about the whole pie, what portion of that is daily

0:25:52.640 --> 0:25:55.280
<v Speaker 3>rental versus everything else you just mentioned, Because I think

0:25:55.280 --> 0:25:57.000
<v Speaker 3>it's fair to say a lot of consumers no Enterprise

0:25:57.080 --> 0:25:58.600
<v Speaker 3>for its core business.

0:25:58.480 --> 0:26:00.919
<v Speaker 14>They do the world knows us as rental car and

0:26:00.960 --> 0:26:03.320
<v Speaker 14>it is a majority of our business today. However, the

0:26:03.359 --> 0:26:07.040
<v Speaker 14>original business that my grandfather founded, which is today Enterprise

0:26:07.080 --> 0:26:10.480
<v Speaker 14>Fleet Management, has six hundred and seventy five thousand vehicles,

0:26:10.680 --> 0:26:13.760
<v Speaker 14>where daily rental in North America has one point two

0:26:13.800 --> 0:26:17.240
<v Speaker 14>million vehicles. So fleet is half the size of our

0:26:17.440 --> 0:26:20.440
<v Speaker 14>of our rental business. We've got ninety thousand vehicles in

0:26:20.480 --> 0:26:23.560
<v Speaker 14>our Truk rental operation, and we continue to grow our

0:26:23.560 --> 0:26:26.520
<v Speaker 14>footprint with retail car sales with over one hundred and

0:26:26.520 --> 0:26:30.280
<v Speaker 14>fifty dealership locations. So when we look across the enterprise

0:26:30.320 --> 0:26:34.800
<v Speaker 14>mobility portfolio, there is a ton of opportunity, not just

0:26:34.840 --> 0:26:37.800
<v Speaker 14>in rental. We love rental, but we are way more

0:26:37.880 --> 0:26:40.159
<v Speaker 14>than a rental car company. And when we look at

0:26:40.160 --> 0:26:43.080
<v Speaker 14>the future in growth, it really is in a lot

0:26:43.119 --> 0:26:46.520
<v Speaker 14>of these other business lines where people have opportunities to

0:26:46.600 --> 0:26:48.159
<v Speaker 14>develop careers.

0:26:48.119 --> 0:26:49.640
<v Speaker 11>And stay with us for the long haul.

0:26:49.720 --> 0:26:52.000
<v Speaker 2>It's great, Well, what is the most profitable part of

0:26:52.040 --> 0:26:52.560
<v Speaker 2>your business?

0:26:52.920 --> 0:26:55.439
<v Speaker 14>So when we look across our entire business, all of

0:26:55.480 --> 0:26:58.520
<v Speaker 14>our businesses contribute to the bottom line and revenue. And

0:26:58.560 --> 0:27:02.080
<v Speaker 14>so we had a phenomenal fiscal year, a record breaking

0:27:02.160 --> 0:27:05.119
<v Speaker 14>fiscal year, and so we measure that in terms of

0:27:05.280 --> 0:27:10.679
<v Speaker 14>employee engagement has never been higher. Customer satisfaction around the

0:27:10.720 --> 0:27:14.399
<v Speaker 14>globe has never been better, and those two things drive

0:27:14.560 --> 0:27:15.600
<v Speaker 14>business results.

0:27:15.880 --> 0:27:17.280
<v Speaker 11>We look at our internet.

0:27:17.200 --> 0:27:19.320
<v Speaker 2>The economy also drives absolutely.

0:27:19.400 --> 0:27:22.000
<v Speaker 14>The traveler is back on. Yeah, no question, Sorry, I

0:27:22.000 --> 0:27:22.760
<v Speaker 14>didn't mean to cut you off.

0:27:22.800 --> 0:27:24.439
<v Speaker 2>No no no no, no, go go go, But I'm just

0:27:25.200 --> 0:27:27.040
<v Speaker 2>we Tim and I were talking and kind of getting ready,

0:27:27.080 --> 0:27:28.920
<v Speaker 2>like we love companies like this because it does give

0:27:28.920 --> 0:27:31.680
<v Speaker 2>you a great snapshot of the economy at a time

0:27:31.720 --> 0:27:34.399
<v Speaker 2>when we feel like Chrissy. We get such mixed data

0:27:34.440 --> 0:27:36.400
<v Speaker 2>points from day to day, week to week.

0:27:37.080 --> 0:27:39.280
<v Speaker 14>So the traveler is back on, and we see that

0:27:39.400 --> 0:27:41.800
<v Speaker 14>at the airport and they want to travel. The business

0:27:41.800 --> 0:27:45.040
<v Speaker 14>traveler is back only thirty percent when we talk about

0:27:45.080 --> 0:27:49.200
<v Speaker 14>our daily rental business happens at the airport. Seventy percent

0:27:49.240 --> 0:27:51.879
<v Speaker 14>of our business happens in our suburban market.

0:27:52.000 --> 0:27:54.560
<v Speaker 3>Who are the people who are renting in suburban markets.

0:27:54.400 --> 0:27:55.600
<v Speaker 11>Do have leisure customers.

0:27:55.640 --> 0:27:58.280
<v Speaker 14>So when somebody's going away for Thanksgiving, they might drive

0:27:58.280 --> 0:28:00.919
<v Speaker 14>from Saint Louis to Chicago. But a majority of that

0:28:01.000 --> 0:28:04.280
<v Speaker 14>business is long term contracted business. So Bloomberg, when you're

0:28:04.320 --> 0:28:06.840
<v Speaker 14>traveling for business, you go rent a car. We have

0:28:06.920 --> 0:28:10.200
<v Speaker 14>many of those business customers that rent in the home city.

0:28:10.640 --> 0:28:13.560
<v Speaker 14>And then we also have a large part of our business.

0:28:13.680 --> 0:28:17.000
<v Speaker 14>If you unfortunately get an accident, you then your insurance

0:28:17.000 --> 0:28:20.320
<v Speaker 14>company will refer you as the rental as we are

0:28:20.359 --> 0:28:24.480
<v Speaker 14>the replacement vehicle, and so it's long term contracted business

0:28:24.560 --> 0:28:26.960
<v Speaker 14>that we are helping the communities move.

0:28:27.400 --> 0:28:30.040
<v Speaker 3>Let's talk evs. How do evs fit into the future

0:28:30.080 --> 0:28:30.720
<v Speaker 3>of mobility.

0:28:30.840 --> 0:28:34.359
<v Speaker 14>So we absolutely embrace the responsibility and the opportunity to

0:28:34.440 --> 0:28:36.800
<v Speaker 14>transition our fleet, and we want to make sure we

0:28:36.840 --> 0:28:40.480
<v Speaker 14>take a long term perspective on that and strategic look

0:28:40.680 --> 0:28:43.000
<v Speaker 14>and put the customer at the center of everything that

0:28:43.040 --> 0:28:46.080
<v Speaker 14>we do. There are three things when we talk about electrification.

0:28:46.520 --> 0:28:50.040
<v Speaker 14>One customer experience. We want to make a positive difference

0:28:50.080 --> 0:28:52.920
<v Speaker 14>in that experience for the customer because it is new

0:28:52.920 --> 0:28:56.320
<v Speaker 14>technology and they don't understand most people don't understand charging.

0:28:56.760 --> 0:28:59.280
<v Speaker 14>The second thing we focus on is power in our

0:28:59.320 --> 0:29:03.000
<v Speaker 14>communities and infrastructure. So where are you charging in all

0:29:03.040 --> 0:29:05.320
<v Speaker 14>of our local communities, And then we want to make

0:29:05.360 --> 0:29:08.480
<v Speaker 14>sure that that charging its equitable and accessible because we

0:29:08.520 --> 0:29:12.040
<v Speaker 14>have ninety five hundred locations not just at airport, but

0:29:12.160 --> 0:29:15.560
<v Speaker 14>in a variety of communities that people need access and

0:29:15.640 --> 0:29:18.880
<v Speaker 14>so for us, it's not about the numbers we're putting in. Yes,

0:29:18.920 --> 0:29:21.920
<v Speaker 14>we've got electric vehicles in our fleet, but it is

0:29:22.000 --> 0:29:25.640
<v Speaker 14>about making sure the customer has a great experience and

0:29:25.680 --> 0:29:28.200
<v Speaker 14>we are a trusted, valued partner in that transition.

0:29:28.440 --> 0:29:30.520
<v Speaker 2>Are you slowing the other purchase of EV's and we're

0:29:30.560 --> 0:29:33.479
<v Speaker 2>asking because it does feel like there's some momentum behind

0:29:33.560 --> 0:29:35.040
<v Speaker 2>kind of a slow down.

0:29:35.040 --> 0:29:37.200
<v Speaker 3>And talked about it just last week consumers.

0:29:37.280 --> 0:29:40.960
<v Speaker 14>Yeah, we have thousands of vehicles in EV's in our fleet,

0:29:40.960 --> 0:29:43.920
<v Speaker 14>both in Europe and in the US, and our buy

0:29:44.200 --> 0:29:46.800
<v Speaker 14>is a continuous buy and so we will continue to

0:29:46.840 --> 0:29:49.080
<v Speaker 14>add evs, but it will be at the pace of

0:29:49.080 --> 0:29:52.360
<v Speaker 14>our consumer and also our fleet management business.

0:29:52.400 --> 0:29:53.080
<v Speaker 11>It's really important.

0:29:53.120 --> 0:29:55.960
<v Speaker 14>It's not just about adding vehicles into our rental fleet.

0:29:56.320 --> 0:29:58.920
<v Speaker 11>Our fleet management business. We help small to.

0:29:58.920 --> 0:30:03.200
<v Speaker 14>Medium sized businesses with their goals. Domino's Pizza is a

0:30:03.240 --> 0:30:06.160
<v Speaker 14>great example. They are an awesome partner and they are

0:30:06.200 --> 0:30:10.240
<v Speaker 14>electrifying their delivery fleet. We are the fleet management company

0:30:10.280 --> 0:30:12.640
<v Speaker 14>behind that, and we are a trusted advisor and we

0:30:12.760 --> 0:30:15.959
<v Speaker 14>love to play that backseat role to help Dominoes achieve

0:30:16.040 --> 0:30:19.920
<v Speaker 14>their goal of delivery, which is great. So it's about

0:30:20.040 --> 0:30:23.240
<v Speaker 14>buying evs, but it's also about being a partner and

0:30:23.280 --> 0:30:24.120
<v Speaker 14>a trusted advisor.

0:30:24.200 --> 0:30:26.719
<v Speaker 3>Well, how many evs do you guys have the in

0:30:26.760 --> 0:30:29.760
<v Speaker 3>the you know, traditional rental car fleet right now?

0:30:29.880 --> 0:30:30.800
<v Speaker 11>So we have thousands.

0:30:30.800 --> 0:30:33.880
<v Speaker 14>So we have probably about five thousand vehicles in traditional

0:30:33.960 --> 0:30:36.800
<v Speaker 14>rental and we will put them in the We put

0:30:36.840 --> 0:30:39.080
<v Speaker 14>most of them in our suburban market where people live

0:30:39.120 --> 0:30:39.480
<v Speaker 14>and work.

0:30:40.120 --> 0:30:41.640
<v Speaker 3>And do you see that number growing? How do you

0:30:41.680 --> 0:30:42.840
<v Speaker 3>see that number growing over the next.

0:30:42.680 --> 0:30:44.560
<v Speaker 14>Few years as our fleet grows and as the customer

0:30:44.600 --> 0:30:47.520
<v Speaker 14>demand grows, we will continue to add those vehicles into

0:30:47.560 --> 0:30:48.040
<v Speaker 14>our fleet.

0:30:48.120 --> 0:30:50.080
<v Speaker 3>It's just like a start serment twice about it, though,

0:30:50.080 --> 0:30:52.040
<v Speaker 3>after what we saw from Hurtz where they're saying, okay,

0:30:52.080 --> 0:30:55.000
<v Speaker 3>you know the value of teslas have gone down, so

0:30:55.040 --> 0:30:58.320
<v Speaker 3>that's hurt us as a business, and then the repair

0:30:58.360 --> 0:31:00.560
<v Speaker 3>costs are more expensive than we thought. Does that make

0:31:00.560 --> 0:31:01.280
<v Speaker 3>you think differently?

0:31:01.600 --> 0:31:04.520
<v Speaker 11>So when the customer demand, we will continue to move

0:31:04.560 --> 0:31:06.360
<v Speaker 11>at the pace of the customer we get.

0:31:06.520 --> 0:31:10.560
<v Speaker 2>So that's what we're Tipheria is our consumers demanding them less.

0:31:10.800 --> 0:31:14.600
<v Speaker 14>The demand for consumers and evs is very low right now.

0:31:14.920 --> 0:31:18.200
<v Speaker 14>That is why it is important that that customer experience

0:31:18.600 --> 0:31:21.160
<v Speaker 14>is on point. So we have thousands of them. We

0:31:21.240 --> 0:31:24.600
<v Speaker 14>do transactions. People do ask for evs, right, but it's

0:31:24.640 --> 0:31:27.160
<v Speaker 14>not to the point where someone is asking. The difference

0:31:27.160 --> 0:31:30.160
<v Speaker 14>would be or the example would be a suburban rental

0:31:30.240 --> 0:31:33.280
<v Speaker 14>over the holidays. We know everyone wants minivans and suburbans.

0:31:33.280 --> 0:31:36.600
<v Speaker 14>They're loading up the cars, they're going on holiday. Some

0:31:36.640 --> 0:31:39.040
<v Speaker 14>people want an EV. That's not to the point where

0:31:39.040 --> 0:31:42.760
<v Speaker 14>we're at. And so fleet plans are very, very important

0:31:42.800 --> 0:31:44.840
<v Speaker 14>in our business. We look at it every single day.

0:31:45.080 --> 0:31:46.200
<v Speaker 14>We want to make sure that we.

0:31:46.160 --> 0:31:48.120
<v Speaker 11>Have just like I look at the numbers, I look

0:31:48.160 --> 0:31:48.960
<v Speaker 11>at the numbers.

0:31:49.360 --> 0:31:51.880
<v Speaker 14>We want to make sure that our fleet is diverse

0:31:52.040 --> 0:31:56.000
<v Speaker 14>and represents consumer demand so that we can meet their

0:31:56.440 --> 0:31:59.080
<v Speaker 14>expectations and provide a great experience. And we have a

0:31:59.160 --> 0:32:02.400
<v Speaker 14>huge role to play that. So we need to be

0:32:02.680 --> 0:32:05.560
<v Speaker 14>on point when we're renting an EV. It's not only

0:32:05.680 --> 0:32:06.760
<v Speaker 14>just it's electrified.

0:32:07.120 --> 0:32:08.600
<v Speaker 11>These cars. Have you all driven an EV?

0:32:08.880 --> 0:32:09.080
<v Speaker 8>Yeah?

0:32:09.560 --> 0:32:13.520
<v Speaker 14>Their technology is this is a techno culture.

0:32:13.800 --> 0:32:16.560
<v Speaker 3>It's off the hook, very getting and driving it for

0:32:16.600 --> 0:32:17.200
<v Speaker 3>the first time.

0:32:17.240 --> 0:32:20.000
<v Speaker 14>It's a rental, it is very complicated and the average

0:32:20.040 --> 0:32:22.520
<v Speaker 14>age of the vehicle from the road is eleven is

0:32:22.560 --> 0:32:25.680
<v Speaker 14>eleven years. They are fast, there's a lot of technology

0:32:25.760 --> 0:32:28.440
<v Speaker 14>in it, and it's electric and so we need to

0:32:28.480 --> 0:32:31.680
<v Speaker 14>be very mindful and thoughtful of what is the customer experience.

0:32:31.760 --> 0:32:34.280
<v Speaker 14>So I know I'm a broken record, but it is

0:32:34.400 --> 0:32:39.080
<v Speaker 14>really important that customer experience is high and we do

0:32:39.120 --> 0:32:40.600
<v Speaker 14>the right thing by the customer.

0:32:40.240 --> 0:32:42.120
<v Speaker 2>Top of mind. When you look at the next six

0:32:42.160 --> 0:32:45.080
<v Speaker 2>to twelve months, does recession ever come into your mind

0:32:45.160 --> 0:32:45.600
<v Speaker 2>right now?

0:32:45.880 --> 0:32:48.960
<v Speaker 14>We are very optimistic. We do not see travels slowing

0:32:49.000 --> 0:32:51.520
<v Speaker 14>down right now. And in all of our business lines

0:32:51.520 --> 0:32:54.000
<v Speaker 14>with truck rental is a good indicator of the holidays

0:32:54.000 --> 0:32:57.120
<v Speaker 14>because their last mile, they're delivering products and services that

0:32:57.160 --> 0:33:00.600
<v Speaker 14>are coming for the holidays, and that business is doing

0:33:00.720 --> 0:33:03.400
<v Speaker 14>very very well. And we see a strong holiday daily rental.

0:33:03.440 --> 0:33:07.440
<v Speaker 14>We see a strong holiday and throughout the beginning of

0:33:07.480 --> 0:33:11.160
<v Speaker 14>next year. So we are very optimistic about the next

0:33:11.240 --> 0:33:11.880
<v Speaker 14>twelve months.

0:33:12.640 --> 0:33:13.840
<v Speaker 3>Cool come back.

0:33:14.120 --> 0:33:21.080
<v Speaker 2>This was really fun. We can talk so much more. No,

0:33:21.200 --> 0:33:25.000
<v Speaker 2>it's like such a fascinating space and between cars consumers,

0:33:25.040 --> 0:33:26.920
<v Speaker 2>it's a lot of stuff. But we've got to do

0:33:26.960 --> 0:33:29.040
<v Speaker 2>some news. Thank you come back soon, Yes, thank you

0:33:29.160 --> 0:33:29.560
<v Speaker 2>very much.

0:33:29.640 --> 0:33:30.000
<v Speaker 12>Chu ch up.

0:33:30.080 --> 0:33:33.280
<v Speaker 2>Yet we're so delighted Christy Taylor. She's president and chief

0:33:33.280 --> 0:33:37.440
<v Speaker 2>executive officer of Enterprise Mobility. Joining us here in our

0:33:37.480 --> 0:33:38.680
<v Speaker 2>interactive broker studio.

0:33:39.240 --> 0:33:42.840
<v Speaker 1>You're listening to the Bloomberg Business Week Podcast. Catch us

0:33:42.840 --> 0:33:46.320
<v Speaker 1>live weekday afternoons from three to six Eastern Listen on.

0:33:46.280 --> 0:33:50.280
<v Speaker 9>Bloomberg dot com, the iHeartRadio app, and the Bloomberg Business App,

0:33:50.600 --> 0:33:52.400
<v Speaker 9>or watch us live on YouTube.

0:33:53.240 --> 0:33:54.880
<v Speaker 2>So let's get to it. Max Chafkin writes about it

0:33:54.920 --> 0:33:55.920
<v Speaker 2>today's edition of.

0:33:55.760 --> 0:33:58.720
<v Speaker 3>Those were his words, Taylor, I was just reading, right.

0:33:59.120 --> 0:34:01.160
<v Speaker 2>Don't blame me for He's to me at his desk

0:34:01.200 --> 0:34:03.720
<v Speaker 2>and he just chuckles his way through these things. It's

0:34:03.800 --> 0:34:06.360
<v Speaker 2>the BW Daily, the Bloomberg Business Week newsletter. It gives

0:34:06.400 --> 0:34:08.400
<v Speaker 2>you the power Business Week in a handy dandy form.

0:34:08.800 --> 0:34:11.120
<v Speaker 2>Sign up at Bloomberg dot com Slash Newsletters. You can

0:34:11.120 --> 0:34:13.759
<v Speaker 2>also read Max's story on the Bloomberg. He's here in

0:34:13.840 --> 0:34:16.440
<v Speaker 2>our studio. Who ever thought.

0:34:16.400 --> 0:34:19.120
<v Speaker 5>Wikipedia, well, you know, it's one of these.

0:34:19.200 --> 0:34:21.200
<v Speaker 15>It's like a part of the Internet that I think

0:34:21.239 --> 0:34:23.480
<v Speaker 15>we all take for granted that I, you know, have

0:34:23.719 --> 0:34:25.720
<v Speaker 15>I've been only been thinking about this over the last

0:34:25.760 --> 0:34:28.480
<v Speaker 15>week or so because Elon Musk has spent a lot

0:34:28.480 --> 0:34:31.320
<v Speaker 15>of the last week attacking Wikipedia. He's in something of

0:34:31.360 --> 0:34:33.240
<v Speaker 15>a tiff with the founder.

0:34:33.360 --> 0:34:34.680
<v Speaker 2>I just tell you he's ticked off at everything.

0:34:34.760 --> 0:34:36.960
<v Speaker 5>Well he's a tiff prone, we should say.

0:34:37.440 --> 0:34:41.400
<v Speaker 15>But in any case, you know, Wikipedia is super interesting

0:34:41.440 --> 0:34:44.000
<v Speaker 15>because you know, it's been around since two thousand and one.

0:34:44.320 --> 0:34:47.480
<v Speaker 15>People who are about my age, you know, I'm forty one,

0:34:47.760 --> 0:34:52.239
<v Speaker 15>will remember that. You know, college professors, high school librarians

0:34:52.360 --> 0:34:55.120
<v Speaker 15>were very down on Wikipedia when it was launched in

0:34:55.120 --> 0:34:58.680
<v Speaker 15>its early years, but over the years there's been basically

0:34:58.680 --> 0:35:02.760
<v Speaker 15>study after studies showing that it's very accurate or compares

0:35:02.800 --> 0:35:06.440
<v Speaker 15>well to traditional research sources. And I think, really importantly,

0:35:06.760 --> 0:35:09.360
<v Speaker 15>as you said in that intro, tim it's doesn't it

0:35:09.400 --> 0:35:11.040
<v Speaker 15>doesn't do a lot of the stuff that we've come

0:35:11.080 --> 0:35:13.560
<v Speaker 15>to associate with the negative parts of the Internet. There's

0:35:13.600 --> 0:35:16.520
<v Speaker 15>no ads, there's not a lot of rage bait, and

0:35:16.600 --> 0:35:21.479
<v Speaker 15>there's a real care about the truth. And what's super

0:35:21.520 --> 0:35:23.799
<v Speaker 15>interesting when you look at sort of recent research about

0:35:23.880 --> 0:35:27.879
<v Speaker 15>Wikipedia is it's actually gotten less fringy over the years.

0:35:27.880 --> 0:35:31.319
<v Speaker 15>So our normal thought about social media is it sort

0:35:31.360 --> 0:35:34.279
<v Speaker 15>of tends to suck people into these far right or

0:35:34.360 --> 0:35:38.359
<v Speaker 15>far left or just weird and kooky rabbit holes. Wikipedia

0:35:38.400 --> 0:35:42.400
<v Speaker 15>has actually become less like that, which is which is

0:35:42.440 --> 0:35:46.480
<v Speaker 15>super interesting and I think, you know, maybe worthy of acknowledgment,

0:35:46.640 --> 0:35:51.120
<v Speaker 15>if not outright celebration. So the question is is how Yeah,

0:35:51.160 --> 0:35:53.759
<v Speaker 15>So what's a couple of things. I Mean, one one

0:35:54.000 --> 0:35:56.200
<v Speaker 15>big reason I think is the business model. You don't

0:35:56.200 --> 0:36:00.880
<v Speaker 15>have this engagement driven BIS model that depends on getting

0:36:00.880 --> 0:36:02.759
<v Speaker 15>people to stay there for a really long time. So

0:36:02.800 --> 0:36:05.440
<v Speaker 15>if your goal was to like maximize ad spend, what

0:36:05.480 --> 0:36:08.640
<v Speaker 15>you'd probably want to do is have lots of controversial

0:36:08.719 --> 0:36:12.080
<v Speaker 15>articles about you know, about the wildest topics you know,

0:36:12.080 --> 0:36:15.120
<v Speaker 15>so conspiracy theories or just like friends stuff. Wikipedia doesn't

0:36:15.200 --> 0:36:17.920
<v Speaker 15>do that. The other thing is there was a conscious

0:36:18.000 --> 0:36:22.000
<v Speaker 15>choice made by you know moderators, these these people who

0:36:22.000 --> 0:36:26.000
<v Speaker 15>work essentially for free to maintain Wikipedia, to favor you know,

0:36:26.320 --> 0:36:30.560
<v Speaker 15>mainstream news outlets and academic journals over kind of what

0:36:30.600 --> 0:36:32.680
<v Speaker 15>you might think of as the do your own research

0:36:32.719 --> 0:36:37.000
<v Speaker 15>school of a fact finding. And that, of course is

0:36:37.040 --> 0:36:39.640
<v Speaker 15>in marked contrast to the trend that we've seen not

0:36:39.760 --> 0:36:41.680
<v Speaker 15>just from Elon Musk right, who's been in this kind

0:36:41.680 --> 0:36:44.440
<v Speaker 15>of long running battle with the mainstream media as he

0:36:44.480 --> 0:36:47.600
<v Speaker 15>sees it, but also Facebook and all of the other

0:36:47.640 --> 0:36:50.520
<v Speaker 15>social networks, they've all moved away from news. They've all

0:36:50.600 --> 0:36:55.080
<v Speaker 15>moved towards this kind of like favoring influencers essentially over

0:36:55.440 --> 0:36:59.759
<v Speaker 15>you know, academic papers and mainstream news organizations.

0:36:59.800 --> 0:37:01.560
<v Speaker 5>And I think that's had a.

0:37:01.480 --> 0:37:04.440
<v Speaker 15>Negative impact on the sort of truthfulness of what you

0:37:04.480 --> 0:37:05.280
<v Speaker 15>find on the Internet.

0:37:05.400 --> 0:37:06.799
<v Speaker 2>Not going to name names, but I think it's fair

0:37:06.800 --> 0:37:09.040
<v Speaker 2>to say that people in the media business, maybe a

0:37:09.080 --> 0:37:12.480
<v Speaker 2>few on air, you know, anchors and talent, occasionally are like, oh, Wikipedia,

0:37:12.480 --> 0:37:14.120
<v Speaker 2>I've just been jammed a story, like, let me quickly

0:37:14.360 --> 0:37:18.040
<v Speaker 2>look there. Having said that, is it accurate? Is it reliable?

0:37:18.200 --> 0:37:19.840
<v Speaker 15>So and when you talk to people who have studied this,

0:37:20.120 --> 0:37:24.160
<v Speaker 15>the answer broadly is yes. It compares well to you know,

0:37:24.239 --> 0:37:28.440
<v Speaker 15>traditional news and information sources. That said, it kind of

0:37:28.440 --> 0:37:33.800
<v Speaker 15>depends what you're looking at. So well trafficked Wikipedia entries

0:37:33.840 --> 0:37:37.040
<v Speaker 15>are extremely accurate. I talked to an academic, Amy Bruckman

0:37:37.200 --> 0:37:40.600
<v Speaker 15>at Georgia Tech, who said it's the most accurate information

0:37:40.800 --> 0:37:44.319
<v Speaker 15>source ever created in human history for topics that are

0:37:44.320 --> 0:37:47.759
<v Speaker 15>sort of well trafficked, and that includes controversial topics. So

0:37:47.760 --> 0:37:51.040
<v Speaker 15>if you look at the page for like the war

0:37:51.080 --> 0:37:55.120
<v Speaker 15>in Israel right now, you will see a you know,

0:37:55.280 --> 0:38:01.280
<v Speaker 15>a thorough, fair minded, very fact filled entry for stuff

0:38:01.320 --> 0:38:03.239
<v Speaker 15>that's more niche, where you maybe only have one or

0:38:03.280 --> 0:38:05.320
<v Speaker 15>two editors, mean it's a lot less reliable.

0:38:05.360 --> 0:38:06.719
<v Speaker 3>I don't even have I don't even think I have

0:38:06.800 --> 0:38:09.200
<v Speaker 3>a wik vie. Well, either you're gonna have to change that.

0:38:09.239 --> 0:38:11.720
<v Speaker 3>Maybe someone one of these you know, tens of thousands

0:38:11.719 --> 0:38:13.880
<v Speaker 3>of editors can go and do that. But but it

0:38:13.920 --> 0:38:16.000
<v Speaker 3>actually brings up a good point, Carol, brings up a

0:38:16.000 --> 0:38:18.920
<v Speaker 3>good point, Max, is what happens when maybe a previously

0:38:19.040 --> 0:38:24.000
<v Speaker 3>unknown presidential candidate wants to jump into the spotlight and uh,

0:38:24.239 --> 0:38:26.960
<v Speaker 3>you know, hires some interns to go and try to

0:38:27.200 --> 0:38:30.080
<v Speaker 3>you know, kind of edit the Wikipedia entry a little bit.

0:38:30.200 --> 0:38:35.480
<v Speaker 15>Yeah, you know, Vivik Ramaswami got caught out essentially hiring somebody.

0:38:35.520 --> 0:38:37.960
<v Speaker 15>This was actually disclosed on the Wikipedia page. I love

0:38:38.400 --> 0:38:41.040
<v Speaker 15>so totally above board. But but I think this is

0:38:41.080 --> 0:38:44.120
<v Speaker 15>a good example because he was called out number one

0:38:44.239 --> 0:38:47.640
<v Speaker 15>and number two it essentially called attention to the thing

0:38:47.680 --> 0:38:50.440
<v Speaker 15>that that he was interested in, you know, kind of

0:38:50.480 --> 0:38:53.520
<v Speaker 15>affecting the Wikipedia entry on which which was this fellowship

0:38:53.520 --> 0:38:57.919
<v Speaker 15>he had received from a Soros connected uh nonprofit. And

0:38:57.920 --> 0:38:59.799
<v Speaker 15>and I think this is this tends to happen a lot.

0:39:00.000 --> 0:39:03.520
<v Speaker 15>People will actually get caught trying to manipulate Wikipedia, and

0:39:03.560 --> 0:39:05.480
<v Speaker 15>it sort of does a Striisand thing where where it

0:39:05.560 --> 0:39:08.239
<v Speaker 15>essentially calls attention to the ways that the truth is.

0:39:08.280 --> 0:39:10.000
<v Speaker 3>Being manipulate effective.

0:39:10.239 --> 0:39:12.480
<v Speaker 15>Yeah, and that's the idea that when you deny something

0:39:12.880 --> 0:39:14.239
<v Speaker 15>or you try to cover it up, but it only

0:39:14.280 --> 0:39:15.360
<v Speaker 15>calls more attention.

0:39:15.480 --> 0:39:17.560
<v Speaker 3>Barbara Streisand try to do it with one of our homes,

0:39:17.680 --> 0:39:19.759
<v Speaker 3>you know, years ago, and then everybody was like, oh,

0:39:19.760 --> 0:39:21.399
<v Speaker 3>barbar Streisand's home, let's go find it.

0:39:21.440 --> 0:39:24.200
<v Speaker 15>And so yeah, so rich guys and powerful people are

0:39:24.280 --> 0:39:27.359
<v Speaker 15>constantly stepping in it, either trying to edit their own

0:39:27.400 --> 0:39:30.960
<v Speaker 15>Wikipedia pages that's like kind of amateur hour, or like

0:39:31.080 --> 0:39:33.520
<v Speaker 15>hiring someone to do it, which is the case that

0:39:33.560 --> 0:39:36.239
<v Speaker 15>happened here. And again I should say this was disclosed

0:39:36.560 --> 0:39:39.560
<v Speaker 15>and that's part of why we found out about it.

0:39:39.600 --> 0:39:43.040
<v Speaker 15>But Wikipedia has a very transparent system for showing you

0:39:43.400 --> 0:39:47.279
<v Speaker 15>how stuff is edited. So one thing that's great is

0:39:47.280 --> 0:39:51.840
<v Speaker 15>that if some false fact or conspiracy theories shows up

0:39:51.840 --> 0:39:54.719
<v Speaker 15>on Wikipedia, it'll be taking care of. It'll be disappeared

0:39:54.880 --> 0:39:58.160
<v Speaker 15>very quickly. That's the opposite of social media, right where

0:39:58.160 --> 0:40:01.680
<v Speaker 15>you see these kind of engagement. Eight headlines and so

0:40:01.760 --> 0:40:05.360
<v Speaker 15>on just circulate widely, even after they've been debunked on Wikipedia.

0:40:05.480 --> 0:40:08.319
<v Speaker 5>They go away and you have this paper.

0:40:08.040 --> 0:40:10.360
<v Speaker 15>Trail essentially where you can go back and see what happens,

0:40:10.360 --> 0:40:12.759
<v Speaker 15>so you can see was it deleted appropriately? What is

0:40:12.800 --> 0:40:14.920
<v Speaker 15>the truth of it? And so when you get into

0:40:15.440 --> 0:40:20.600
<v Speaker 15>you know, well trafficked topics such as presidential candidates, you're

0:40:20.640 --> 0:40:24.640
<v Speaker 15>not necessarily gonna get the most the best written article,

0:40:24.920 --> 0:40:27.239
<v Speaker 15>but you're going to get something that is likely to

0:40:27.800 --> 0:40:33.040
<v Speaker 15>be mostly factually true, relatively fair and balanced, and importantly

0:40:33.040 --> 0:40:35.000
<v Speaker 15>something that you can kind of audit yourself. Right, they're

0:40:35.040 --> 0:40:37.919
<v Speaker 15>these citations. You can go through it, you can decide, hey,

0:40:38.040 --> 0:40:39.880
<v Speaker 15>how true is this? How much do I trust them?

0:40:39.960 --> 0:40:42.080
<v Speaker 2>It's like amazing, right in this kind of mess of

0:40:42.160 --> 0:40:44.719
<v Speaker 2>policing when it comes to social media that there's kind

0:40:44.760 --> 0:40:47.240
<v Speaker 2>of the spuritans or API.

0:40:47.239 --> 0:40:48.319
<v Speaker 5>I don't know if that's the right, right.

0:40:48.320 --> 0:40:51.080
<v Speaker 15>I know it non paid, very idealistic. Yes, it's a

0:40:51.120 --> 0:40:52.920
<v Speaker 15>throwback to the to the way the Internet was in.

0:40:52.960 --> 0:40:56.560
<v Speaker 3>Surly Max doesn't have a Wikipedia page, but he cited

0:40:56.560 --> 0:40:59.520
<v Speaker 3>many times on Peter Thiel's Wikipedia page. How if you

0:40:59.560 --> 0:40:59.959
<v Speaker 3>knew that.

0:41:00.160 --> 0:41:02.239
<v Speaker 15>Not notworthy enough, and that's a whole that's another big

0:41:02.239 --> 0:41:03.759
<v Speaker 15>debate that happens on.

0:41:03.880 --> 0:41:06.919
<v Speaker 3>In our minds. You're noteworthy enough. That means we also

0:41:06.920 --> 0:41:07.920
<v Speaker 3>read his book about Peter.

0:41:07.840 --> 0:41:10.480
<v Speaker 2>Tele's good, we could write. What all I'm going to

0:41:10.520 --> 0:41:12.400
<v Speaker 2>tell you is you also have to check out his story.

0:41:12.760 --> 0:41:15.360
<v Speaker 2>Either go to ex or Twitter or at Chafkin, or

0:41:15.400 --> 0:41:17.879
<v Speaker 2>go to the Bloomberg or Bloomberg dot com because there's

0:41:17.960 --> 0:41:20.359
<v Speaker 2>just one thing in there, because this is a family show,

0:41:20.400 --> 0:41:22.240
<v Speaker 2>but about Elon offering a billion dollars.

0:41:22.280 --> 0:41:23.120
<v Speaker 11>But there was a name.

0:41:23.040 --> 0:41:24.960
<v Speaker 2>Changed what it would be called. So we're going to

0:41:25.040 --> 0:41:26.359
<v Speaker 2>leave that on the table, shall we.

0:41:27.400 --> 0:41:29.200
<v Speaker 5>Sounds good, it'll make you chuckle though.

0:41:29.360 --> 0:41:31.239
<v Speaker 2>All right, we're going to run nex chef in Yes,

0:41:31.320 --> 0:41:33.480
<v Speaker 2>you deserve a Wikipedia page and so much more. He

0:41:33.560 --> 0:41:35.560
<v Speaker 2>is calumnist for Bloomberg Business Week, also.

0:41:35.400 --> 0:41:37.840
<v Speaker 3>The author of the Contrarian Peter Teale and Silicon Valleys

0:41:37.880 --> 0:41:38.840
<v Speaker 3>Pursuit of Power.

0:41:43.400 --> 0:41:46.960
<v Speaker 1>You're listening to the Bloomberg Business Week podcast. Catch us

0:41:47.000 --> 0:41:51.120
<v Speaker 1>live weekday afternoons from three to six Easter on Bloomberg Radio,

0:41:51.200 --> 0:41:54.480
<v Speaker 1>the Bloomberg Business app and YouTube. You can also listen

0:41:54.600 --> 0:41:57.720
<v Speaker 1>live on Amazon Alexa from our flagship New York station

0:41:58.160 --> 0:42:01.279
<v Speaker 1>Just say Alexa play Bloomberg eleven thirty.

0:42:02.760 --> 0:42:04.680
<v Speaker 2>Plenty ahead in our second hour of the weekend edition

0:42:04.719 --> 0:42:08.520
<v Speaker 2>of Bloomberg Business Week, including an exploration of America's culture

0:42:08.560 --> 0:42:11.759
<v Speaker 2>wars from our team at the magazine, specifically when it

0:42:11.800 --> 0:42:15.440
<v Speaker 2>comes to schools, brands, and political candidates.

0:42:15.120 --> 0:42:18.000
<v Speaker 3>Plus the digital fundraising tool that helps kids raise money

0:42:18.000 --> 0:42:20.799
<v Speaker 3>for school athletics clubs, and more. We speak with the

0:42:20.840 --> 0:42:22.200
<v Speaker 3>CEO of Snap.

0:42:21.920 --> 0:42:24.160
<v Speaker 2>Mobile first up this hour. We've got a woman with

0:42:24.239 --> 0:42:27.720
<v Speaker 2>some serious credentials in the consumer good space, including stints

0:42:27.719 --> 0:42:31.120
<v Speaker 2>in management with the likes of craft Foods, PepsiCo and

0:42:31.320 --> 0:42:32.560
<v Speaker 2>sc Johnson.

0:42:32.320 --> 0:42:35.720
<v Speaker 3>And mccurjee now serves as CEO of Pernoul Ricard North America,

0:42:35.760 --> 0:42:37.719
<v Speaker 3>and this week she sat down with Carol and Bloomberg

0:42:37.760 --> 0:42:40.680
<v Speaker 3>Market Senior editor Mike Reagan to offer her insights on

0:42:40.680 --> 0:42:43.759
<v Speaker 3>the consumer trends driving a global spirits industry worth well

0:42:43.840 --> 0:42:45.280
<v Speaker 3>over two hundred billion dollars.

0:42:45.640 --> 0:42:48.120
<v Speaker 2>Well, I want to start big. Broadly, the global luxury

0:42:48.160 --> 0:42:50.480
<v Speaker 2>wines and spirits market is driven by factors such as

0:42:50.520 --> 0:42:53.440
<v Speaker 2>the growth and interest in premium and unique products, the

0:42:53.520 --> 0:42:56.239
<v Speaker 2>rise in demand for organic and sustainable products, and the

0:42:56.280 --> 0:42:59.760
<v Speaker 2>popularity of experiential, and it generated more than two hundred

0:42:59.760 --> 0:43:02.400
<v Speaker 2>and twenty nine billion in twenty twenty one, anticipated to

0:43:02.440 --> 0:43:05.960
<v Speaker 2>generate nearly four hundred and fifteen billion by twenty thirty one,

0:43:06.080 --> 0:43:08.560
<v Speaker 2>a compound annual growth rate of about six point two

0:43:08.560 --> 0:43:12.640
<v Speaker 2>percent from that tier time period, or from twenty twenty

0:43:12.680 --> 0:43:15.360
<v Speaker 2>two to twenty twenty thirty one. That's from Allied Market Research,

0:43:15.400 --> 0:43:18.000
<v Speaker 2>So big market. We know we all drank a lot

0:43:18.080 --> 0:43:20.319
<v Speaker 2>during the pandemic. We're still kind of figuring out what

0:43:20.400 --> 0:43:23.239
<v Speaker 2>normal is post pandemic. So let's get to it, because

0:43:23.239 --> 0:43:24.880
<v Speaker 2>we have a perfect guest who is a front seat

0:43:24.920 --> 0:43:28.279
<v Speaker 2>to this industry, delighted to have with us, Anne Mckergey.

0:43:28.360 --> 0:43:31.120
<v Speaker 2>She is CEO of Preno Ricard North America and as

0:43:31.120 --> 0:43:34.160
<v Speaker 2>I said, joining us here in studio, welcome, welcome, Welcome,

0:43:34.480 --> 0:43:37.840
<v Speaker 2>great to be here, Carol. I love your background. I

0:43:37.880 --> 0:43:42.000
<v Speaker 2>didn't even know this term FMCG fast Moving consumer good space.

0:43:42.480 --> 0:43:46.480
<v Speaker 2>So you've worked at Craft Foods, Sales Marketing, General Management,

0:43:46.560 --> 0:43:52.200
<v Speaker 2>PepsiCo SGSC Johnson. Excuse me, really, Senior Roles, Global Chief

0:43:52.200 --> 0:43:55.000
<v Speaker 2>Marketing Officer, Global Chief Commercial Officer at s C. Johnson,

0:43:55.120 --> 0:43:58.759
<v Speaker 2>present Global Snacks and Global insides of PepsiCo. What the

0:43:58.800 --> 0:44:01.920
<v Speaker 2>heck makes some a fast moving consumer? Like I get

0:44:01.960 --> 0:44:05.359
<v Speaker 2>it with alcohol, babet, but what makes it that?

0:44:05.640 --> 0:44:08.360
<v Speaker 5>Well, what's interesting is alcohol is actually not at MCG.

0:44:08.640 --> 0:44:12.440
<v Speaker 5>It's just CpG. Fast is like stuff that just flies

0:44:12.520 --> 0:44:15.279
<v Speaker 5>off in a grocery store, like lazed potato chips. A

0:44:15.360 --> 0:44:18.000
<v Speaker 5>thousand units per store per week. That's fast.

0:44:18.239 --> 0:44:21.040
<v Speaker 2>Oh my god. So it's how do you then think

0:44:21.040 --> 0:44:24.000
<v Speaker 2>about like something marketing sales that kind of a good?

0:44:24.080 --> 0:44:26.120
<v Speaker 2>Or do you even have to because it just moves

0:44:26.120 --> 0:44:26.560
<v Speaker 2>so quickly.

0:44:26.560 --> 0:44:29.759
<v Speaker 5>It would just move so quickly, yeah, whereas it in

0:44:29.800 --> 0:44:32.799
<v Speaker 5>spirits we don't move a thousand units for store per week.

0:44:32.960 --> 0:44:35.880
<v Speaker 5>But you know, but we have very high price points.

0:44:36.400 --> 0:44:39.120
<v Speaker 5>So even we might move not that fast, we make

0:44:39.160 --> 0:44:39.760
<v Speaker 5>a lot of money.

0:44:40.120 --> 0:44:42.040
<v Speaker 7>Yeah, and I got to cut right to the chase.

0:44:42.120 --> 0:44:45.839
<v Speaker 7>Ye screwball whiskey, I'm fascinated with you. For those who

0:44:45.840 --> 0:44:49.760
<v Speaker 7>are unfamiliar, it's peanut butter flavored whiskey. I picture commercial.

0:44:49.800 --> 0:44:52.520
<v Speaker 7>You know you've got whiskey in my peanut butter? You

0:44:52.600 --> 0:44:56.080
<v Speaker 7>got peanut butter. Now, I know you guys acquired the brand.

0:44:57.360 --> 0:45:00.440
<v Speaker 7>I can't help but think though, if R and D

0:45:00.560 --> 0:45:03.560
<v Speaker 7>person in your company had come up with that what

0:45:03.600 --> 0:45:06.040
<v Speaker 7>your reaction would because it doesn't sound like something that

0:45:06.080 --> 0:45:09.000
<v Speaker 7>would be a success, kind of a surprising success exactly.

0:45:09.040 --> 0:45:12.120
<v Speaker 5>It's like nobody thought people needed wheels on suitcases, but

0:45:12.160 --> 0:45:14.600
<v Speaker 5>here we are, we're all using them. So you know,

0:45:14.680 --> 0:45:17.839
<v Speaker 5>Screwball whiskey. First of all, it's what an incredible gem, right,

0:45:17.920 --> 0:45:21.400
<v Speaker 5>it was before we bought it the third fastest growing

0:45:21.440 --> 0:45:27.280
<v Speaker 5>independent brand behind Tito's and Casa Zul. That's it's amazing.

0:45:27.480 --> 0:45:27.840
<v Speaker 2>Yeah.

0:45:27.880 --> 0:45:31.959
<v Speaker 5>And the founders, who are amazing people, right, They gave

0:45:32.000 --> 0:45:35.840
<v Speaker 5>their heart and soul into that brand. And the reason

0:45:36.520 --> 0:45:41.000
<v Speaker 5>that the brand even existed was the founder Steve. He

0:45:41.360 --> 0:45:45.359
<v Speaker 5>is from Cambodia and came through refugee camps, etcetera. I'm

0:45:45.360 --> 0:45:46.319
<v Speaker 5>gonna make a long story short.

0:45:46.480 --> 0:45:49.560
<v Speaker 2>No, No, it's a really funny thing touched.

0:45:49.280 --> 0:45:52.080
<v Speaker 5>Into it because God is some beautiful story. So it

0:45:52.160 --> 0:45:55.840
<v Speaker 5>comes from Cambodia. He has polio. His parents do everything

0:45:55.920 --> 0:45:58.920
<v Speaker 5>to get him here. They live in refuge refugee camps.

0:45:58.960 --> 0:46:02.879
<v Speaker 5>Finally they come to Houston and the very first thing

0:46:02.920 --> 0:46:05.920
<v Speaker 5>they give him is a peanut butter sandwich. It and

0:46:06.000 --> 0:46:10.960
<v Speaker 5>for him, peanut butter represents freedom and so he has

0:46:11.000 --> 0:46:14.040
<v Speaker 5>this passion about peanut butter, and you know, then he

0:46:14.040 --> 0:46:16.680
<v Speaker 5>gets into the restaurant business and he just he takes

0:46:16.800 --> 0:46:21.440
<v Speaker 5>jamison coincidentally and takes peanut butter and like puts the

0:46:21.440 --> 0:46:25.120
<v Speaker 5>two together and creates screwball. And this thing is it's

0:46:25.200 --> 0:46:28.799
<v Speaker 5>it's electric. It went on fire and if and the

0:46:28.880 --> 0:46:33.560
<v Speaker 5>reason why is because the United States consumer a loves

0:46:33.600 --> 0:46:36.600
<v Speaker 5>flavored whiskey number one, number two. We have a very

0:46:36.640 --> 0:46:38.560
<v Speaker 5>sweet palette versus the rest of the world.

0:46:38.719 --> 0:46:39.000
<v Speaker 2>Agree.

0:46:39.120 --> 0:46:42.080
<v Speaker 5>So when people drink peanut butter whiskey with screwball, they're

0:46:42.120 --> 0:46:44.640
<v Speaker 5>like and then they put in their mouth and they go,

0:46:44.719 --> 0:46:45.840
<v Speaker 5>oh my god, that's amazing.

0:46:46.280 --> 0:46:47.000
<v Speaker 12>That was my action.

0:46:47.320 --> 0:46:48.960
<v Speaker 7>You hear about it and you're like, wait what and

0:46:49.000 --> 0:46:51.280
<v Speaker 7>then you try it and it's like, oh, we had.

0:46:53.000 --> 0:46:55.080
<v Speaker 2>We have the founders that have Duke and Dame salted

0:46:55.160 --> 0:46:58.200
<v Speaker 2>caramel whiskey and the same thing. We're like, I don't

0:46:58.200 --> 0:47:00.200
<v Speaker 2>get it. They actually brought us some liquor. I'm just

0:47:00.239 --> 0:47:02.719
<v Speaker 2>going to put it out there. No, no, no, but

0:47:02.760 --> 0:47:05.160
<v Speaker 2>it was really interesting. I taste it like no, no,

0:47:05.160 --> 0:47:10.480
<v Speaker 2>no, no no. I don't like whiskey. I like bourbon, but

0:47:10.760 --> 0:47:13.759
<v Speaker 2>I don't like whiskey. And like that just what it

0:47:13.800 --> 0:47:15.520
<v Speaker 2>did to the tone in it. That's exactly what you

0:47:15.560 --> 0:47:18.520
<v Speaker 2>are talking about. So people are playing is it easier

0:47:18.560 --> 0:47:22.439
<v Speaker 2>to acquire versus play around in a lab?

0:47:22.840 --> 0:47:26.120
<v Speaker 5>You know, we do both, right because the other you know,

0:47:26.160 --> 0:47:28.920
<v Speaker 5>flavored whiskey that's been a huge success for us has

0:47:28.920 --> 0:47:32.920
<v Speaker 5>been Jamison orange and this whole trend around old fashions

0:47:32.960 --> 0:47:37.640
<v Speaker 5>and citrus and whiskey, and unlike other kind of flavored whiskeys,

0:47:37.719 --> 0:47:41.160
<v Speaker 5>Jamison is very whiskey forward. But when you smell it,

0:47:41.200 --> 0:47:44.440
<v Speaker 5>you smell the rind of the orange put in your mouth.

0:47:44.480 --> 0:47:47.120
<v Speaker 5>You taste that whiskey and that orange after to it's

0:47:47.200 --> 0:47:51.600
<v Speaker 5>just heaven. So there's becoming more kind of I would say, artisan,

0:47:51.880 --> 0:47:55.360
<v Speaker 5>more invention around flavored whiskey. So we do both.

0:47:55.680 --> 0:47:58.240
<v Speaker 2>What's the premium on acquisitions right now? Because I feel

0:47:58.239 --> 0:48:01.560
<v Speaker 2>like these specialty liqueurs and people who are experimenting coming

0:48:01.600 --> 0:48:04.960
<v Speaker 2>up with something different they're in People want them, Companies

0:48:04.960 --> 0:48:05.480
<v Speaker 2>want them.

0:48:05.360 --> 0:48:06.839
<v Speaker 5>They really do. And I will tell you it's kind

0:48:06.840 --> 0:48:08.560
<v Speaker 5>of all over the board. And I would tell you

0:48:08.600 --> 0:48:12.160
<v Speaker 5>because Tequilas have exploded some of the recent.

0:48:11.920 --> 0:48:15.040
<v Speaker 2>Acquisitions, am I it's too much no offense. Celebrities love

0:48:15.040 --> 0:48:17.080
<v Speaker 2>you George Clooney loved you. But I mean it feels

0:48:17.120 --> 0:48:18.600
<v Speaker 2>like everybody's creating a tequila.

0:48:18.719 --> 0:48:21.960
<v Speaker 5>They are, and what's really matters is quality tequila. That's

0:48:21.960 --> 0:48:23.520
<v Speaker 5>where we are now, right, That's what's going to win

0:48:23.560 --> 0:48:26.200
<v Speaker 5>in the end. So we just bought Codigo, which is

0:48:26.280 --> 0:48:29.600
<v Speaker 5>a very high end, super premium. It's got this rose

0:48:30.080 --> 0:48:32.360
<v Speaker 5>believe it or not Rose tequila. Oh wait till you

0:48:32.400 --> 0:48:34.960
<v Speaker 5>put it in your mouth. So it's it's now about.

0:48:34.960 --> 0:48:36.200
<v Speaker 2>It doesn't have to go to margarita.

0:48:36.760 --> 0:48:39.360
<v Speaker 5>No, it does not. Actually, I'll tell you about what

0:48:39.400 --> 0:48:41.520
<v Speaker 5>could go into a margarita that you wouldn't expect. But

0:48:41.560 --> 0:48:44.759
<v Speaker 5>I'll come to that in a second. Peanut butter, No, No,

0:48:45.040 --> 0:48:48.759
<v Speaker 5>it's mescal. Oh dell mgay mescal, which is the number

0:48:48.760 --> 0:48:52.239
<v Speaker 5>one moscal capazaars. But you make a margarita with it

0:48:52.280 --> 0:48:55.400
<v Speaker 5>and it's got that little extra smoke. It's unbelievable.

0:48:55.400 --> 0:48:56.560
<v Speaker 2>I have to get it from my brother. He's a

0:48:56.560 --> 0:48:57.640
<v Speaker 2>great margarita make.

0:48:57.560 --> 0:49:01.040
<v Speaker 5>Oh thiscility listening, yes, and so so I will tell

0:49:01.080 --> 0:49:03.680
<v Speaker 5>you now is the time for I mean, people just

0:49:03.920 --> 0:49:06.759
<v Speaker 5>love to experiment. I agree that's post COVID right, because

0:49:06.800 --> 0:49:09.680
<v Speaker 5>people like they were, you know, making areas at all experiential.

0:49:09.719 --> 0:49:13.400
<v Speaker 5>It's all about the experience, and so having that right portfolio,

0:49:13.920 --> 0:49:16.040
<v Speaker 5>making sure you're on the trend of all the things

0:49:16.040 --> 0:49:18.360
<v Speaker 5>that are growing is really really critical, you know.

0:49:18.440 --> 0:49:21.680
<v Speaker 7>And over the years, consolidation has been such a big

0:49:21.719 --> 0:49:23.959
<v Speaker 7>theme in the beverage industry. You know, all the beer

0:49:24.000 --> 0:49:28.680
<v Speaker 7>companies getting rolled up until we have two majors. I'm

0:49:28.840 --> 0:49:31.080
<v Speaker 7>kind of surprised to see this Brown Foreman news today.

0:49:31.120 --> 0:49:33.880
<v Speaker 7>They're selling the Finlandia vodka brand.

0:49:34.719 --> 0:49:35.319
<v Speaker 2>How do you want it?

0:49:35.360 --> 0:49:36.200
<v Speaker 11>Would you want it to know?

0:49:36.239 --> 0:49:38.120
<v Speaker 2>Okay, we have absolutely no.

0:49:39.440 --> 0:49:42.400
<v Speaker 7>I'm just going to say, but are the big is

0:49:42.440 --> 0:49:46.560
<v Speaker 7>the big deal making in this space? Has it run

0:49:46.600 --> 0:49:48.880
<v Speaker 7>its course? Have all the big deals that can be

0:49:48.920 --> 0:49:51.320
<v Speaker 7>done have they been done? And now it's it's looking

0:49:51.360 --> 0:49:54.400
<v Speaker 7>for these new growth, small batch type of things.

0:49:54.480 --> 0:49:55.799
<v Speaker 5>Well, no, I think you're going to see it in

0:49:55.840 --> 0:49:58.840
<v Speaker 5>both areas. So it did not surprise me about the

0:49:59.840 --> 0:50:02.680
<v Speaker 5>de today with Coke. You have to understand both Coke

0:50:02.719 --> 0:50:05.719
<v Speaker 5>and Pepsi, right, having worked at PepsiCo, you know, these

0:50:05.760 --> 0:50:10.040
<v Speaker 5>are much narrower margin businesses. A lot of the carbonated

0:50:10.040 --> 0:50:12.839
<v Speaker 5>soft drinks business is declining, so these people are looking

0:50:12.840 --> 0:50:15.640
<v Speaker 5>for new profit pools so you're seeing a lot of

0:50:15.640 --> 0:50:19.080
<v Speaker 5>these companies try to get into the alcohol business. And

0:50:19.280 --> 0:50:22.319
<v Speaker 5>you know, Coke went early with Tapa Chico and you know,

0:50:22.400 --> 0:50:25.640
<v Speaker 5>and so Pepsi's gone with Mountain Dew and so there.

0:50:25.480 --> 0:50:27.920
<v Speaker 7>Now it makes sense to you to bold on liquor

0:50:27.960 --> 0:50:29.880
<v Speaker 7>onto a soft drink company.

0:50:29.960 --> 0:50:33.320
<v Speaker 5>So Lin put it this way. I love competition. Okay,

0:50:33.800 --> 0:50:38.320
<v Speaker 5>We're about to do absolute Ready to Drink with Ocean Spray.

0:50:38.640 --> 0:50:40.520
<v Speaker 5>Like it's it's like the biggest thing every retail I

0:50:40.560 --> 0:50:41.399
<v Speaker 5>want Ready to Drink.

0:50:41.760 --> 0:50:42.960
<v Speaker 2>I want to talk about that when we go back.

0:50:43.480 --> 0:50:45.640
<v Speaker 5>But here's the thing. The reason they're getting into it

0:50:45.680 --> 0:50:47.800
<v Speaker 5>is because they need more profit, they need more margin.

0:50:48.360 --> 0:50:50.720
<v Speaker 5>And what's interesting about vodka right now in the industry

0:50:50.800 --> 0:50:53.040
<v Speaker 5>is it's declining. The only thing that's growing as teams,

0:50:53.280 --> 0:50:57.120
<v Speaker 5>it's declining. Anything that's white is declining. Jin vodka, rum

0:50:57.200 --> 0:51:00.680
<v Speaker 5>all declining, okay, And so what's happening is you've got

0:51:00.680 --> 0:51:02.239
<v Speaker 5>the Spirit company saying, oh, I don't want to be

0:51:02.239 --> 0:51:04.279
<v Speaker 5>in there, and so but you got these these you know,

0:51:04.280 --> 0:51:06.239
<v Speaker 5>software companies are like, I want to get in right.

0:51:06.760 --> 0:51:08.560
<v Speaker 5>What I would say, because I am about to take

0:51:08.600 --> 0:51:10.960
<v Speaker 5>over as chairman of Discus, which is the Trade Association,

0:51:11.400 --> 0:51:13.160
<v Speaker 5>and I've said this to some of my friends of PepsiCo.

0:51:13.320 --> 0:51:18.600
<v Speaker 5>Do it responsibly. I cannot tolerate, under any circumstances brands

0:51:18.640 --> 0:51:24.200
<v Speaker 5>coming in, you know, and using kid packaging, advertising in

0:51:24.239 --> 0:51:27.759
<v Speaker 5>the kids aisle. It's unacceptable. And you know, we have

0:51:27.800 --> 0:51:29.000
<v Speaker 5>a responsibility as an industry.

0:51:29.040 --> 0:51:31.360
<v Speaker 2>We've seen it with electronic cigarettes. Right, come on, folks

0:51:31.480 --> 0:51:34.040
<v Speaker 2>like own it app do the responsible thing. Talking with

0:51:34.040 --> 0:51:37.960
<v Speaker 2>Anne mccergey, she is CEO Pronovcard North America. She's in

0:51:37.960 --> 0:51:41.319
<v Speaker 2>our Bloomberg Interactive Brokers studio, and I was thinking about,

0:51:41.360 --> 0:51:42.360
<v Speaker 2>I mean, your brands.

0:51:42.400 --> 0:51:42.879
<v Speaker 15>I had a.

0:51:42.880 --> 0:51:44.480
<v Speaker 2>List here and I should just have you do it.

0:51:44.600 --> 0:51:48.640
<v Speaker 2>Absolute Jamison, Koalua, hard liquor, Spirits, Champagne. I mean, I'm

0:51:48.680 --> 0:51:50.480
<v Speaker 2>leaving out a lot. I think there's two hundred and

0:51:50.520 --> 0:51:55.120
<v Speaker 2>forty brands overall. We just talked about Screwball, super premium

0:51:55.120 --> 0:51:58.440
<v Speaker 2>peanut butter flavored American whiskey. How do you think about

0:51:59.000 --> 0:52:03.440
<v Speaker 2>changes to the port folio and whether it's expansions, getting

0:52:03.520 --> 0:52:04.680
<v Speaker 2>rid of how do you think about it?

0:52:04.840 --> 0:52:08.080
<v Speaker 5>So you know what's great about our portfolio is it's

0:52:08.160 --> 0:52:11.399
<v Speaker 5>very premium and we have and you want to keep

0:52:11.400 --> 0:52:13.279
<v Speaker 5>that and we want to really keep that because if

0:52:13.320 --> 0:52:17.120
<v Speaker 5>you look at two backcheck no, well you know good

0:52:17.120 --> 0:52:19.040
<v Speaker 5>for trade jos. Okay, So, but what I tell you

0:52:19.160 --> 0:52:23.000
<v Speaker 5>is when you think about consumption of alcohol, right, we

0:52:23.080 --> 0:52:25.320
<v Speaker 5>all don't drink the same thing every time we drink.

0:52:25.600 --> 0:52:28.239
<v Speaker 5>When we want to celebrate, we want to drink champagne. Right,

0:52:28.440 --> 0:52:30.719
<v Speaker 5>we want to just relax and unwind. We might want

0:52:30.719 --> 0:52:31.400
<v Speaker 5>a glass a bourbon.

0:52:31.520 --> 0:52:31.640
<v Speaker 16>Right.

0:52:31.840 --> 0:52:33.600
<v Speaker 5>When we want to impress somebody, we might want to

0:52:33.640 --> 0:52:35.240
<v Speaker 5>take out a very high end cognac.

0:52:35.320 --> 0:52:35.480
<v Speaker 10>Right.

0:52:35.880 --> 0:52:38.880
<v Speaker 5>Nobody drinks the same thing. Why they drink is the

0:52:38.960 --> 0:52:41.680
<v Speaker 5>context in which they're in. So when you have the

0:52:41.800 --> 0:52:45.920
<v Speaker 5>right premium portfolio that goes across all these different occasions,

0:52:46.480 --> 0:52:49.640
<v Speaker 5>you actually have an advantage. And our strategy for no

0:52:49.800 --> 0:52:53.960
<v Speaker 5>recard is literally to activate more brands than our competition

0:52:54.000 --> 0:52:56.839
<v Speaker 5>with the same cost to serve. So, but you have

0:52:56.920 --> 0:52:59.360
<v Speaker 5>to do that if you know the science behind the demand,

0:52:59.480 --> 0:53:03.240
<v Speaker 5>which brand belongs in which occasion, so you don't cannibalize yourself.

0:53:03.680 --> 0:53:05.319
<v Speaker 5>So that is certain.

0:53:05.040 --> 0:53:07.120
<v Speaker 2>Brands are really out front and center at certain times

0:53:07.160 --> 0:53:08.160
<v Speaker 2>of the year, if you will.

0:53:08.680 --> 0:53:12.600
<v Speaker 5>So, for instance, during Saint Patrick's Day, it's Jamison. Right

0:53:12.880 --> 0:53:16.640
<v Speaker 5>in the summer, you're drinking Malibu, right. So there are seasons,

0:53:16.640 --> 0:53:19.919
<v Speaker 5>there are occasions. Sometimes some occasions are year long, right.

0:53:20.040 --> 0:53:23.520
<v Speaker 5>So you have to then devise a portfolio, and that's

0:53:23.560 --> 0:53:26.160
<v Speaker 5>how you decide which brands you buy and which ones

0:53:26.200 --> 0:53:26.560
<v Speaker 5>you sell.

0:53:27.239 --> 0:53:29.640
<v Speaker 7>Your business model. It's like that Chumbawamba song. You know

0:53:29.760 --> 0:53:34.960
<v Speaker 7>you got a whiskey, drink avoca, drink us my freaking

0:53:36.000 --> 0:53:38.520
<v Speaker 7>But at the same time, you know, we all do

0:53:38.640 --> 0:53:42.000
<v Speaker 7>drink different drinks at different times for different occasions, but

0:53:42.040 --> 0:53:45.280
<v Speaker 7>also just in general. I get the impression that liquor

0:53:45.640 --> 0:53:48.839
<v Speaker 7>consumers are a fickle group. You know, one year it's

0:53:48.880 --> 0:53:53.040
<v Speaker 7>craft Beers the hot thing, the next year it's Seltzers,

0:53:53.360 --> 0:53:54.600
<v Speaker 7>the next year it's fine whine.

0:53:54.960 --> 0:53:57.680
<v Speaker 8>So how do you get ahead of that as an executive.

0:53:57.200 --> 0:53:57.880
<v Speaker 7>In this industry.

0:53:57.960 --> 0:54:00.880
<v Speaker 5>So we actually monitor the trends around how people are

0:54:00.960 --> 0:54:04.719
<v Speaker 5>drinking in segments. So on average, in any given month,

0:54:05.080 --> 0:54:07.520
<v Speaker 5>a consumer will drink about forty five drinks. Okay, that

0:54:07.840 --> 0:54:11.120
<v Speaker 5>includes everything. Okay a month a month, right.

0:54:11.160 --> 0:54:15.600
<v Speaker 2>So now I am mega No, I'm a mega lightweight.

0:54:15.880 --> 0:54:18.840
<v Speaker 5>Go ahead, But what we've seen this is on average, right,

0:54:18.880 --> 0:54:21.160
<v Speaker 5>some people drink wait less. So what you see on

0:54:21.200 --> 0:54:24.200
<v Speaker 5>average is before the pandemic, forty five of those drinks

0:54:24.280 --> 0:54:27.320
<v Speaker 5>were twenty of them were beer. Okay, after the pandemic,

0:54:27.360 --> 0:54:30.960
<v Speaker 5>they've lost two whole drinks. There's only eighteen of them

0:54:30.960 --> 0:54:35.160
<v Speaker 5>now for beer. And what gained was your spirit RTDs,

0:54:36.160 --> 0:54:38.439
<v Speaker 5>spirits themselves, wine also longs.

0:54:38.480 --> 0:54:39.120
<v Speaker 2>Ready to drink.

0:54:39.320 --> 0:54:42.080
<v Speaker 5>Yeah, it's on fire. It's on fire because people are

0:54:42.120 --> 0:54:44.720
<v Speaker 5>walking away from beer. Then they went to malted RTDs.

0:54:44.760 --> 0:54:46.439
<v Speaker 5>But they're like, eh, taste isn't so great.

0:54:46.440 --> 0:54:48.960
<v Speaker 2>How much is that growing the rtd Oh my god,

0:54:49.239 --> 0:54:51.839
<v Speaker 2>for you guys, for us, it's it's exponential growth.

0:54:51.840 --> 0:54:53.040
<v Speaker 5>It's like fifty percent like it.

0:54:53.280 --> 0:54:54.319
<v Speaker 2>It's huge over a year.

0:54:54.440 --> 0:54:56.840
<v Speaker 5>Yeah, it's huge, but off a small base, off a

0:54:56.880 --> 0:54:59.520
<v Speaker 5>small base, small base, Okay, could it be a bigger base?

0:55:00.239 --> 0:55:02.200
<v Speaker 5>Very much, a bigger base. I mean, we have RTDs

0:55:02.239 --> 0:55:06.640
<v Speaker 5>and Absolute. We have it in Malibu, Jamison and an Absolute.

0:55:06.719 --> 0:55:08.480
<v Speaker 5>We're just about to launch are ready to drink with

0:55:08.560 --> 0:55:10.880
<v Speaker 5>Ocean spray? You know, So you think about you know,

0:55:10.960 --> 0:55:14.080
<v Speaker 5>we were talking about the you know, the wonderful cocktail

0:55:14.200 --> 0:55:16.080
<v Speaker 5>that you're all used to, which is the Cosmo. And

0:55:16.160 --> 0:55:22.400
<v Speaker 5>so it's here's the big thing consumers post pandemic want

0:55:22.640 --> 0:55:25.040
<v Speaker 5>cocktails conveniently period. That's what it is.

0:55:25.160 --> 0:55:26.520
<v Speaker 2>Yeah, I'm not a good I know people who are

0:55:26.520 --> 0:55:27.919
<v Speaker 2>really into it and they get the gear and they're

0:55:27.960 --> 0:55:29.920
<v Speaker 2>like love it. I'm like, just give me the bottle,

0:55:30.000 --> 0:55:31.040
<v Speaker 2>let me throw it over some ice.

0:55:31.520 --> 0:55:33.920
<v Speaker 5>I'll tell you a great example. So this helps you

0:55:34.000 --> 0:55:37.279
<v Speaker 5>understand the occasion. Women will get together, call it once

0:55:37.280 --> 0:55:39.560
<v Speaker 5>a week, they'll have book club whatever, They'll drink their

0:55:39.600 --> 0:55:41.879
<v Speaker 5>glass of Chardenay. And that's fine because it's easy to pour.

0:55:42.760 --> 0:55:45.120
<v Speaker 5>You know, after week, after a week of Shardina, you're like,

0:55:45.320 --> 0:55:48.560
<v Speaker 5>I really want a cocktail, but nobody wants to make

0:55:48.600 --> 0:55:52.160
<v Speaker 5>a cocktail. So we launched Ready to Drink Altos margarita

0:55:52.800 --> 0:55:54.840
<v Speaker 5>and literally all you do is pour it like you

0:55:54.880 --> 0:55:57.920
<v Speaker 5>would wine, and it's an instant margarita. And I'm telling you,

0:55:58.080 --> 0:56:01.360
<v Speaker 5>this thing is bar quality. And so now we're sourcing

0:56:01.800 --> 0:56:04.440
<v Speaker 5>from wine as a as a tequila.

0:56:04.480 --> 0:56:06.640
<v Speaker 2>It's pretty wild, Like you just get your head around it.

0:56:06.680 --> 0:56:10.319
<v Speaker 2>But I've I sampled some over this summer and was

0:56:10.360 --> 0:56:13.280
<v Speaker 2>really surprised at how good they were. Listen, we'd be remiss,

0:56:13.320 --> 0:56:17.560
<v Speaker 2>We're Bloomberg Booze. Great leading indicator, especially because you play

0:56:17.560 --> 0:56:19.480
<v Speaker 2>into the premium side. Of things of how the luxury

0:56:19.520 --> 0:56:21.960
<v Speaker 2>market is going right now, how are the numbers in

0:56:22.080 --> 0:56:24.960
<v Speaker 2>terms of this economy, and then going into next year,

0:56:25.000 --> 0:56:26.680
<v Speaker 2>how would you describe it? How are you seeing it?

0:56:26.840 --> 0:56:30.880
<v Speaker 5>Yeah, so you know, well we're getting past COVID, right,

0:56:30.920 --> 0:56:33.120
<v Speaker 5>and COVID was a big boom. People were stocking up,

0:56:33.160 --> 0:56:36.640
<v Speaker 5>et cetera, et cetera. The economy has been tough. We're

0:56:36.680 --> 0:56:40.520
<v Speaker 5>seeing retailers actually bring down their inventories a bit because

0:56:40.600 --> 0:56:42.759
<v Speaker 5>it's the cost of capital with interest rates is really

0:56:42.760 --> 0:56:43.280
<v Speaker 5>really hard.

0:56:43.480 --> 0:56:44.080
<v Speaker 2>That's interesting.

0:56:44.440 --> 0:56:46.840
<v Speaker 5>We have the whole we have that whole global supply

0:56:46.920 --> 0:56:50.400
<v Speaker 5>chain crisis. Now that's over. So what's what's happening is

0:56:50.440 --> 0:56:54.200
<v Speaker 5>we're seeing resiliency in consumers drinking so you know, to

0:56:54.239 --> 0:56:57.000
<v Speaker 5>sell out and what people are consuming. But now the

0:56:57.000 --> 0:57:01.040
<v Speaker 5>inventory situation is kind of you know, kind of settling out.

0:57:01.560 --> 0:57:03.719
<v Speaker 5>So when you look at the numbers, you know, from

0:57:03.760 --> 0:57:06.920
<v Speaker 5>a net sales or a shipment's perspective, it's lower than

0:57:06.960 --> 0:57:08.960
<v Speaker 5>actually what people are buying because there's a little bit

0:57:09.000 --> 0:57:11.640
<v Speaker 5>of over inventory in the industry. But if you ask

0:57:11.760 --> 0:57:13.880
<v Speaker 5>me long term, you said, those numbers in the beginning

0:57:13.880 --> 0:57:16.240
<v Speaker 5>of the program like about six percent Kagger right, right,

0:57:16.600 --> 0:57:19.040
<v Speaker 5>pre pandemic. That's we were going four or five percent

0:57:19.280 --> 0:57:22.560
<v Speaker 5>every year. In the pandemic, it was double digits.

0:57:22.640 --> 0:57:22.800
<v Speaker 1>Right.

0:57:23.800 --> 0:57:26.240
<v Speaker 5>This is now the post COVID kind of shakeout, and

0:57:26.280 --> 0:57:28.120
<v Speaker 5>I think as you move forward, you're going to go

0:57:28.240 --> 0:57:29.520
<v Speaker 5>right back to that forty five percent.

0:57:29.600 --> 0:57:31.440
<v Speaker 2>I love hearing about this. You've given us a snapshot

0:57:31.480 --> 0:57:33.760
<v Speaker 2>on the economy. You and I and Mike. We're talking

0:57:33.760 --> 0:57:36.880
<v Speaker 2>the break about drinking responsibly. You guys have a campaign.

0:57:36.880 --> 0:57:38.960
<v Speaker 2>We have about forty five to fifty seconds left here.

0:57:39.280 --> 0:57:40.160
<v Speaker 2>Just talk to us about that.

0:57:40.320 --> 0:57:40.560
<v Speaker 4>Yeah.

0:57:40.640 --> 0:57:42.440
<v Speaker 2>So I feel like you can't do one without the other.

0:57:42.640 --> 0:57:42.840
<v Speaker 3>Yeah.

0:57:42.880 --> 0:57:45.480
<v Speaker 5>So we believe on return on responsibility as much as

0:57:45.520 --> 0:57:49.200
<v Speaker 5>return on investment. Everything from working with the government to

0:57:49.240 --> 0:57:51.200
<v Speaker 5>get the Halt Right Act, to get breath lizers in

0:57:51.280 --> 0:57:53.960
<v Speaker 5>cars so you cannot drive if you are drunk. We

0:57:54.040 --> 0:57:57.240
<v Speaker 5>do a safe Night's program. We actually donated something called

0:57:57.280 --> 0:58:02.160
<v Speaker 5>Engage Responsibly to stop hate online. And you know, we're

0:58:02.200 --> 0:58:04.880
<v Speaker 5>trying to do everything that we can to be responsible.

0:58:04.960 --> 0:58:07.720
<v Speaker 5>And you know, this call out to all my other competitors.

0:58:07.800 --> 0:58:10.240
<v Speaker 5>Let's we're working together. Let's work together. Let's make it

0:58:10.280 --> 0:58:11.000
<v Speaker 5>the right thing. I love it.

0:58:11.040 --> 0:58:13.920
<v Speaker 2>So cars are going to be equipped you cannot start

0:58:13.960 --> 0:58:16.520
<v Speaker 2>your car if you have alcohol. When do we get this?

0:58:16.960 --> 0:58:19.240
<v Speaker 5>It's a law and now the car companies are trying

0:58:19.240 --> 0:58:19.720
<v Speaker 5>to figure out.

0:58:19.760 --> 0:58:22.680
<v Speaker 2>Come on, get it done exactly. Got the uaw out

0:58:22.680 --> 0:58:24.960
<v Speaker 2>of the way, Let's get this together. I know that

0:58:24.960 --> 0:58:27.760
<v Speaker 2>that is a very important issue for you, and we

0:58:27.840 --> 0:58:30.640
<v Speaker 2>so appreciate you coming in. This was fine.

0:58:30.760 --> 0:58:31.400
<v Speaker 5>Thank you.

0:58:31.560 --> 0:58:34.800
<v Speaker 2>Come back so I promise with champagne or you got it.

0:58:34.800 --> 0:58:38.120
<v Speaker 5>Next time will be I'm kidding, I'm kidding.

0:58:38.800 --> 0:58:40.640
<v Speaker 2>This was a great way to wrap up in you guys.

0:58:40.720 --> 0:58:43.840
<v Speaker 2>It's been so far a pretty crazy week. A mckerzy.

0:58:43.840 --> 0:58:47.000
<v Speaker 2>She is ceopronover Card North America in our Bloomberg Interactive

0:58:47.000 --> 0:58:50.360
<v Speaker 2>Brokers studio, Carol Master, Mike Reagan, this is Bloomberg.

0:58:54.680 --> 0:58:58.240
<v Speaker 1>You're listening to the Bloomberg Business Week podcast. Catch us

0:58:58.280 --> 0:59:01.760
<v Speaker 1>live weekday afternoons from read a six Eastern Listen.

0:59:01.560 --> 0:59:05.000
<v Speaker 9>On Bloomberg dot com, the iHeartRadio app and the Bloomberg

0:59:05.040 --> 0:59:19.000
<v Speaker 9>Business App, or wants us live on YouTube.

0:59:19.760 --> 0:59:19.920
<v Speaker 7>Well.

0:59:19.960 --> 0:59:23.120
<v Speaker 2>Recent years have seen an explosion of boycotts and pressure

0:59:23.160 --> 0:59:27.360
<v Speaker 2>campaigns aimed at everything from consumer companies think Disney, target

0:59:27.520 --> 0:59:30.640
<v Speaker 2>bud Light. That's a little hint, everybody. Two Tech giants

0:59:30.640 --> 0:59:33.840
<v Speaker 2>including Google, Facebook, and X to big banks and money managers,

0:59:33.880 --> 0:59:36.720
<v Speaker 2>Black Rock, JP, Morgan City Group, a lot of targets.

0:59:36.760 --> 0:59:38.680
<v Speaker 3>Yeah, it's actually kind of hard to keep up. There

0:59:38.680 --> 0:59:40.959
<v Speaker 3>are so many boycotts and pressure campaigns. It's what Josh

0:59:40.960 --> 0:59:44.000
<v Speaker 3>Green writes about when it comes to the polarizing cultural

0:59:44.040 --> 0:59:47.400
<v Speaker 3>fights that dominate American public life. Also how they've poured

0:59:47.480 --> 0:59:51.040
<v Speaker 3>into the consumer world, turning corporate America into a new

0:59:51.040 --> 0:59:54.240
<v Speaker 3>battlefield when it comes to US politics. Check out his story.

0:59:54.280 --> 0:59:56.360
<v Speaker 3>It's can be found on the Bloomberg terminal at Bloomberg

0:59:56.400 --> 0:59:59.160
<v Speaker 3>dot com Slash business Week. Josh as national correspondent for

0:59:59.200 --> 1:00:02.240
<v Speaker 3>Bloomberg Business. He's also the author of Devil's Bargain, Steve

1:00:02.280 --> 1:00:04.960
<v Speaker 3>Mann and Donald Trump and the Storming of the Presidency.

1:00:05.160 --> 1:00:07.320
<v Speaker 3>He joins us on the phone from Washington, DC. Also

1:00:07.400 --> 1:00:10.080
<v Speaker 3>here is Joel Weber, the editor of the magazine. He's

1:00:10.080 --> 1:00:13.480
<v Speaker 3>in our Bloomberg Interactive Broker's studio back in New York. Joel,

1:00:13.600 --> 1:00:16.120
<v Speaker 3>there's a man who's got a company helping to navigate

1:00:16.120 --> 1:00:19.439
<v Speaker 3>the culture wars, and he's got an interesting past. Didn't

1:00:19.520 --> 1:00:23.200
<v Speaker 3>start the artist? Yeah, President Donald Trump's first presidential campaign. Yeah,

1:00:23.760 --> 1:00:26.680
<v Speaker 3>didn't he saw the twenty sixteen election coming.

1:00:27.080 --> 1:00:30.000
<v Speaker 17>Well, he was, as Josh writes, and this is part

1:00:30.040 --> 1:00:32.760
<v Speaker 17>of this culture Wars package that we've been working on

1:00:32.840 --> 1:00:35.800
<v Speaker 17>this week. And I thought from the minute Josh started

1:00:35.840 --> 1:00:37.880
<v Speaker 17>talking about this that this was sort of a maybe

1:00:37.880 --> 1:00:42.520
<v Speaker 17>the most important story in the package, because it showed that,

1:00:42.840 --> 1:00:45.720
<v Speaker 17>you know, this person who is a top data scientist

1:00:45.800 --> 1:00:49.480
<v Speaker 17>for Donald Trump in twenty sixteen took those lessons from

1:00:50.200 --> 1:00:54.560
<v Speaker 17>what he saw and why the public underestimate or the

1:00:54.600 --> 1:00:57.880
<v Speaker 17>press especially underestimated Donald Trump, and then turn that into

1:00:57.920 --> 1:01:01.640
<v Speaker 17>something that he could talk to companies about. And so

1:01:01.680 --> 1:01:04.240
<v Speaker 17>I was just really curious about what that looks like,

1:01:04.320 --> 1:01:08.200
<v Speaker 17>because you're right you mentioned but light there earlier target

1:01:08.320 --> 1:01:11.200
<v Speaker 17>like all of these the culture wars have come to

1:01:11.320 --> 1:01:16.000
<v Speaker 17>corporate America, and yet there was someone who saw what

1:01:16.640 --> 1:01:18.400
<v Speaker 17>it was all about before anybody else. And I just

1:01:18.400 --> 1:01:22.120
<v Speaker 17>thought that was a really interesting insight. And those insights

1:01:22.160 --> 1:01:24.520
<v Speaker 17>are actually incredibly valuable and something that I want to

1:01:24.520 --> 1:01:29.440
<v Speaker 17>talk to Josh about. So Josh shy Trumpers who found them.

1:01:30.200 --> 1:01:32.720
<v Speaker 16>So the guy we're talking about here is a data

1:01:32.720 --> 1:01:35.760
<v Speaker 16>signer Republican data sign is named mattis Kowski, who has

1:01:35.920 --> 1:01:39.760
<v Speaker 16>actually appeared in BusinessWeek magazine before in twenty sixteen, because

1:01:40.720 --> 1:01:43.920
<v Speaker 16>longtime readers will remember that I was deeply embedded with

1:01:43.960 --> 1:01:47.120
<v Speaker 16>the Trump campaign and during the twenty sixteen race, in

1:01:47.160 --> 1:01:50.760
<v Speaker 16>a few weeks before the election, everybody expected Trump to lose.

1:01:51.520 --> 1:01:53.760
<v Speaker 16>Me and a colleague got invited down with the only

1:01:53.840 --> 1:01:58.120
<v Speaker 16>reporters allowed inside Trump's big data headquarters in San Antonio

1:01:58.280 --> 1:02:00.680
<v Speaker 16>where he was doing all his kind of you know,

1:02:00.720 --> 1:02:03.080
<v Speaker 16>Facebook data cooking and all that kind of stuff. And

1:02:03.160 --> 1:02:05.760
<v Speaker 16>I met Matt Oshkowski on that trip. He was the

1:02:05.800 --> 1:02:08.560
<v Speaker 16>head of Trump's data team, and he was the guy

1:02:08.600 --> 1:02:11.560
<v Speaker 16>who was pushing the idea that was really laughed at

1:02:11.680 --> 1:02:14.600
<v Speaker 16>at the time that there was a hidden tribe of

1:02:14.640 --> 1:02:17.400
<v Speaker 16>Trump voters. You know, some people call them shy Trumpers

1:02:17.520 --> 1:02:21.360
<v Speaker 16>or hidden Trumpers. But Matt, in his data was seeing

1:02:21.440 --> 1:02:23.760
<v Speaker 16>that there were a lot of people who didn't ordinarily

1:02:23.840 --> 1:02:27.560
<v Speaker 16>vote Republican who were really turned on by Donald Trump.

1:02:27.600 --> 1:02:31.920
<v Speaker 16>They didn't care about taxes and you know, financial deregulation,

1:02:32.000 --> 1:02:35.560
<v Speaker 16>they cared about immigration, wages, law and order. They tended

1:02:35.600 --> 1:02:38.120
<v Speaker 16>to be rural, they tended to be older, and they

1:02:38.120 --> 1:02:40.840
<v Speaker 16>were very, very angry and loyal to Donald Trump. And

1:02:41.520 --> 1:02:44.360
<v Speaker 16>on the night the Trump won that election, me and

1:02:44.440 --> 1:02:46.520
<v Speaker 16>my colleague pulled an all night or We got Matt

1:02:46.560 --> 1:02:48.760
<v Speaker 16>on the phone at two am on election night and

1:02:48.800 --> 1:02:51.240
<v Speaker 16>he sort of explained this all to us. Became a

1:02:51.280 --> 1:02:55.160
<v Speaker 16>Business Week cover story the next day, and basically what

1:02:55.160 --> 1:02:56.560
<v Speaker 16>I did in the story is kind of pick up

1:02:56.560 --> 1:02:59.400
<v Speaker 16>the thread because Matt had a fascinating career since then.

1:03:00.240 --> 1:03:03.000
<v Speaker 16>In the week after the election, obviously everybody wanted to

1:03:03.000 --> 1:03:05.760
<v Speaker 16>know in politics, how did you guys do this? But

1:03:05.880 --> 1:03:08.120
<v Speaker 16>his phone started blowing up, he told me at the time,

1:03:08.240 --> 1:03:11.440
<v Speaker 16>not so much from political people, but from corporate brands

1:03:11.480 --> 1:03:15.560
<v Speaker 16>and ad agencies and even professional sports teams. You know.

1:03:15.760 --> 1:03:16.360
<v Speaker 2>He spent the.

1:03:16.280 --> 1:03:19.320
<v Speaker 16>Next few months sort of circling the globe giving these

1:03:19.400 --> 1:03:21.800
<v Speaker 16>talks about how it was he'd sort of identified this

1:03:21.880 --> 1:03:25.120
<v Speaker 16>group of people and whether or not the kind of

1:03:25.160 --> 1:03:28.320
<v Speaker 16>insights that he'd had about what he called voters cultural

1:03:28.360 --> 1:03:31.800
<v Speaker 16>consciousness could be applied to the corporate space. And Matt

1:03:31.800 --> 1:03:34.880
<v Speaker 16>thought it could and started this company that we write

1:03:34.920 --> 1:03:37.280
<v Speaker 16>about in the issue at this time, taking those same

1:03:37.320 --> 1:03:41.920
<v Speaker 16>insights and explaining how they kind of manifest themselves in

1:03:41.960 --> 1:03:46.440
<v Speaker 16>the consumer arena, especially lately, and especially in terms of

1:03:46.480 --> 1:03:49.480
<v Speaker 16>these kind of culture war boycotts we've seen around brands

1:03:49.520 --> 1:03:51.320
<v Speaker 16>like Target and bud Light.

1:03:51.560 --> 1:03:55.000
<v Speaker 17>Okay, so that's the thing that as you write, we

1:03:55.040 --> 1:03:59.320
<v Speaker 17>saw what Trump was able to accomplish in the political realm,

1:03:59.400 --> 1:04:02.160
<v Speaker 17>and even during his presidency we started to see it

1:04:02.400 --> 1:04:07.160
<v Speaker 17>trickle over into into the corporate realm. What we've seen

1:04:07.720 --> 1:04:11.400
<v Speaker 17>post Trump presidency is that has gone to eleven and

1:04:11.960 --> 1:04:14.320
<v Speaker 17>if you're a business leader in this country, it just

1:04:14.360 --> 1:04:19.600
<v Speaker 17>feels like you and your company could end up, you know,

1:04:19.840 --> 1:04:22.320
<v Speaker 17>stepping in it again and again and again. So where

1:04:22.320 --> 1:04:26.440
<v Speaker 17>does how does Oskowski help corporations?

1:04:26.480 --> 1:04:26.640
<v Speaker 9>Now?

1:04:26.960 --> 1:04:30.040
<v Speaker 16>Well, you know, his big insight with Trump and the

1:04:30.040 --> 1:04:34.280
<v Speaker 16>motivations of voters was that what like normy political consultants

1:04:34.280 --> 1:04:38.320
<v Speaker 16>didn't understand Republican and Democrat, was that it's really kind

1:04:38.360 --> 1:04:42.240
<v Speaker 16>of values and morals driving people's behavior, kind of cultural

1:04:42.360 --> 1:04:45.640
<v Speaker 16>consciousness that people just kind of come to the decisions

1:04:45.680 --> 1:04:48.000
<v Speaker 16>in their lives through the lens of politics. And it's

1:04:48.040 --> 1:04:50.560
<v Speaker 16>not just political decisions that they bring that lens to,

1:04:50.680 --> 1:04:53.680
<v Speaker 16>it's also increasingly kind of consumer ones. So what he

1:04:53.800 --> 1:04:56.240
<v Speaker 16>told me at the time was he's going around talking

1:04:56.320 --> 1:04:59.120
<v Speaker 16>to these companies and ironically, one of the companies he

1:04:59.200 --> 1:05:01.800
<v Speaker 16>talked to is Anhigh Bush, which which makes bud Light,

1:05:02.160 --> 1:05:04.000
<v Speaker 16>But what he was trying to tell them was that, look,

1:05:04.000 --> 1:05:06.760
<v Speaker 16>you your customers are kind of coming at the marketplace

1:05:06.760 --> 1:05:08.479
<v Speaker 16>in a different way than maybe they did of before.

1:05:08.520 --> 1:05:11.400
<v Speaker 16>This is something you should pay attention to. So I

1:05:11.440 --> 1:05:15.520
<v Speaker 16>think his insight this year has has proven itself over

1:05:15.560 --> 1:05:18.840
<v Speaker 16>and over. You know, back in March, bud Light launched

1:05:18.840 --> 1:05:23.680
<v Speaker 16>this very controversial ad campaign with a transgender influencer. I mean,

1:05:23.720 --> 1:05:26.000
<v Speaker 16>I remember talking to Matt at the time saying, you know,

1:05:26.280 --> 1:05:28.200
<v Speaker 16>this doesn't make any sense because if you look at

1:05:28.200 --> 1:05:30.200
<v Speaker 16>who bud Light's consumers are, and this is the sort

1:05:30.200 --> 1:05:33.480
<v Speaker 16>of thing he studies, you know, they are a lot

1:05:33.520 --> 1:05:38.080
<v Speaker 16>of them are you know, white male football sports fans.

1:05:38.200 --> 1:05:40.400
<v Speaker 16>You know, the furthest thing you could get from the

1:05:40.440 --> 1:05:45.400
<v Speaker 16>type of people who'd be positively influenced by a transgender

1:05:45.440 --> 1:05:48.800
<v Speaker 16>Instagram influencer. And sure enough, you know, it blew up

1:05:48.840 --> 1:05:51.800
<v Speaker 16>in right wing circles. It became viral on social media

1:05:51.920 --> 1:05:54.600
<v Speaker 16>of you know, angry kind of trumpers going in and

1:05:54.640 --> 1:05:57.680
<v Speaker 16>smashing up displays of bud Light and bud Light sales

1:05:57.680 --> 1:06:00.400
<v Speaker 16>cell fairly precipitously kind of in the week's half for that.

1:06:01.160 --> 1:06:05.320
<v Speaker 16>So I think it goes to highlight this sort of

1:06:05.440 --> 1:06:12.960
<v Speaker 16>factor that he studies consumer's corporate sorry, consumers cultural consciousness

1:06:13.080 --> 1:06:15.520
<v Speaker 16>and how that applies itself to different brands. And it's

1:06:15.520 --> 1:06:19.280
<v Speaker 16>important to point out this isn't just Republicans. A lot

1:06:19.440 --> 1:06:23.120
<v Speaker 16>of the boycott activity, and especially the political boycott activity,

1:06:23.480 --> 1:06:27.640
<v Speaker 16>emanated on the right long before bud Light, and ironically enough,

1:06:27.720 --> 1:06:30.880
<v Speaker 16>the real catalyst for that was Askowski's old boss, Donald Trump, who,

1:06:30.920 --> 1:06:34.360
<v Speaker 16>once he got elected president, as we all remember, drove

1:06:34.480 --> 1:06:40.120
<v Speaker 16>all kinds of corporate boycott's, you know, liberals pressuring companies

1:06:40.160 --> 1:06:43.040
<v Speaker 16>to denounce Trump and really kind of upended the way

1:06:43.080 --> 1:06:45.520
<v Speaker 16>that corporate brands deal with the political space.

1:06:45.840 --> 1:06:51.320
<v Speaker 17>So josh Oskowski launches data intelligence company Human Behavior Now,

1:06:51.480 --> 1:06:54.600
<v Speaker 17>and that's the main vehicle that he's using to like

1:06:55.080 --> 1:06:59.160
<v Speaker 17>look out at corporate trends and consumer behavior.

1:06:59.240 --> 1:06:59.400
<v Speaker 1>Right.

1:06:59.800 --> 1:07:03.200
<v Speaker 17>And I'm curious, like when one thing that you read

1:07:03.240 --> 1:07:06.920
<v Speaker 17>about here is that there are obviously the two extremes

1:07:06.960 --> 1:07:09.760
<v Speaker 17>on both the left and the right, but actually the

1:07:09.800 --> 1:07:12.800
<v Speaker 17>thing that drives change is that moderate middle talk to

1:07:12.880 --> 1:07:14.520
<v Speaker 17>us about what he's observed there.

1:07:15.320 --> 1:07:16.840
<v Speaker 16>Yeah, I mean, one of the things we had him

1:07:16.920 --> 1:07:18.640
<v Speaker 16>do for this piece was to kind of go out

1:07:18.680 --> 1:07:22.439
<v Speaker 16>and give us like a deck like survey research. Okay,

1:07:22.480 --> 1:07:25.200
<v Speaker 16>who are the people actually boycotting? Like, who are they,

1:07:25.240 --> 1:07:27.200
<v Speaker 16>where do they live, what are their motivations, and what

1:07:27.240 --> 1:07:29.360
<v Speaker 16>effect are they having? And he came back with some

1:07:29.480 --> 1:07:33.400
<v Speaker 16>really interesting information. First of all, the people boycotting and

1:07:33.400 --> 1:07:36.320
<v Speaker 16>the conservatives are not necessarily all the kind of Trump

1:07:36.360 --> 1:07:39.800
<v Speaker 16>supporters we remember from the campaign. By and large, they're

1:07:39.840 --> 1:07:43.800
<v Speaker 16>not rural the way Trump supporters were. They're suburbanites, and

1:07:44.160 --> 1:07:47.280
<v Speaker 16>the liberals are tend to kind of cluster in cities

1:07:47.280 --> 1:07:49.560
<v Speaker 16>as you might expect. The other thing was, and this

1:07:49.680 --> 1:07:51.520
<v Speaker 16>reminded me of kind of social media. There have been

1:07:51.560 --> 1:07:55.520
<v Speaker 16>studies showing that the political content on Twitter is mainly

1:07:55.640 --> 1:07:58.480
<v Speaker 16>produced like ninety percent of it is produced by people

1:07:58.480 --> 1:08:00.600
<v Speaker 16>on the far right and the far left. Everybody else

1:08:00.680 --> 1:08:02.560
<v Speaker 16>just kind of, you know, get gets hit with it

1:08:02.600 --> 1:08:05.240
<v Speaker 16>when they log on. Very much the same thing with

1:08:05.280 --> 1:08:08.160
<v Speaker 16>these consumer boycotts, that it's really driven by activists on

1:08:08.200 --> 1:08:10.760
<v Speaker 16>the left and the right. But there was this large

1:08:10.840 --> 1:08:15.240
<v Speaker 16>what he called movable middle of people who don't really

1:08:15.560 --> 1:08:18.479
<v Speaker 16>care initially, you know, whether they're soap or their beer,

1:08:18.600 --> 1:08:20.679
<v Speaker 16>has a political view on this or that, but eventually

1:08:20.720 --> 1:08:22.800
<v Speaker 16>end up getting pulled in once this stuff gets picked

1:08:22.840 --> 1:08:24.560
<v Speaker 16>up by the media. And we have a guy in

1:08:24.600 --> 1:08:27.599
<v Speaker 16>the piece of FedEx driver who I talked to, big

1:08:27.600 --> 1:08:30.679
<v Speaker 16>bud Light drinker, really hadn't been involved in politics, really

1:08:30.680 --> 1:08:33.759
<v Speaker 16>hadn't cared about some of the fights like Target and Disney.

1:08:34.600 --> 1:08:37.639
<v Speaker 16>But when the bud Light transgender influencer thing came out,

1:08:37.680 --> 1:08:39.760
<v Speaker 16>he said, you know, that was the last straw, and

1:08:39.800 --> 1:08:41.559
<v Speaker 16>he quit drinking bud Light. And I think that's a

1:08:41.600 --> 1:08:45.160
<v Speaker 16>good example of kind of what's happening nationally. You know,

1:08:45.240 --> 1:08:47.320
<v Speaker 16>a lot of people aren't waking up in the morning

1:08:48.520 --> 1:08:52.120
<v Speaker 16>wanting to think hard about, you know, what political stances

1:08:52.160 --> 1:08:56.000
<v Speaker 16>their brands are taking, and yet it's become enough of

1:08:56.040 --> 1:08:59.080
<v Speaker 16>a hot button issue, especially in the political arena, especially

1:08:59.120 --> 1:09:02.240
<v Speaker 16>in the Republican press eventual race, that people are noticing

1:09:02.320 --> 1:09:04.360
<v Speaker 16>and we're having more and more evidence now that they're

1:09:04.400 --> 1:09:05.160
<v Speaker 16>responding to it.

1:09:05.400 --> 1:09:07.360
<v Speaker 2>What I love about this story is Josh, and it's

1:09:07.439 --> 1:09:09.160
<v Speaker 2>in the piece too, is it's like, when the heck

1:09:09.200 --> 1:09:12.040
<v Speaker 2>did Republicans get so angry with business? You thought they

1:09:12.040 --> 1:09:14.040
<v Speaker 2>were so kind of hand in hand. So it's really

1:09:14.280 --> 1:09:15.960
<v Speaker 2>if you think about a kind of big picture in

1:09:16.040 --> 1:09:18.519
<v Speaker 2>terms of what's happening, it's like what the heck happened?

1:09:18.720 --> 1:09:21.160
<v Speaker 2>So spin it forward for us, or take it forward

1:09:21.160 --> 1:09:23.519
<v Speaker 2>for us, because it does make you wonder about what

1:09:23.640 --> 1:09:25.840
<v Speaker 2>does come next? And I know you, you know, he

1:09:26.439 --> 1:09:30.680
<v Speaker 2>this individual talks specifically about a parallel economy, so I'm

1:09:30.720 --> 1:09:31.680
<v Speaker 2>curious about some of that.

1:09:32.000 --> 1:09:34.599
<v Speaker 16>Yeah, well, the idea of a parallel economy is that

1:09:35.080 --> 1:09:38.440
<v Speaker 16>it's the idea that you know, just as American politics

1:09:38.439 --> 1:09:42.519
<v Speaker 16>has kind of polarized between liberals and conservatives, so too

1:09:42.800 --> 1:09:46.639
<v Speaker 16>will the kind of conservative or sorry, will a consumer's sphere.

1:09:47.080 --> 1:09:49.160
<v Speaker 16>And you know, a little bit of evidence that this

1:09:49.200 --> 1:09:51.920
<v Speaker 16>is happening. There's a you know company went public a

1:09:51.920 --> 1:09:55.360
<v Speaker 16>few years ago called Black Rifle Coffee, which presents itself

1:09:55.400 --> 1:09:58.960
<v Speaker 16>as kind of a conservative alternative to Starbucks. You know,

1:09:59.040 --> 1:10:01.920
<v Speaker 16>BusinessWeek we've written about like Razor because there's a conservative

1:10:01.960 --> 1:10:06.160
<v Speaker 16>Razor company. I've written about conservative exchange traded funds that

1:10:06.240 --> 1:10:08.799
<v Speaker 16>are anti EESG. So there's a little bit of basis

1:10:08.800 --> 1:10:11.879
<v Speaker 16>for thinking that I personally have a hard time believing

1:10:11.920 --> 1:10:15.760
<v Speaker 16>it because you know, we don't have any big conservative

1:10:15.800 --> 1:10:19.720
<v Speaker 16>brands that are you know, Disney clones or you know

1:10:19.880 --> 1:10:24.040
<v Speaker 16>ge clones, or even like a bud Light clone. Frankly,

1:10:24.640 --> 1:10:29.280
<v Speaker 16>but what seems indisputable is that politics has inspected the

1:10:29.360 --> 1:10:32.920
<v Speaker 16>corporate consumer sphere in a way that it's really hard

1:10:32.920 --> 1:10:35.400
<v Speaker 16>to kind of untangle from. And the real catalyst there,

1:10:35.400 --> 1:10:38.880
<v Speaker 16>I think was George Floyd's death in twenty twenty, where

1:10:38.920 --> 1:10:41.200
<v Speaker 16>a lot of brands, almost every brand, kind of came

1:10:41.240 --> 1:10:45.439
<v Speaker 16>out and made these statements about social justice that aligned

1:10:45.560 --> 1:10:48.400
<v Speaker 16>very much with Democrats, and that caused a lot of

1:10:48.400 --> 1:10:51.679
<v Speaker 16>pressure on those brands, both from the left to continue

1:10:51.720 --> 1:10:54.960
<v Speaker 16>speaking out about political issues, and also a backlash from

1:10:55.000 --> 1:10:58.560
<v Speaker 16>the right. We've now seen risen up with these campaigns

1:10:58.600 --> 1:11:01.639
<v Speaker 16>against Target and against Light for taking you know, quote

1:11:01.720 --> 1:11:05.280
<v Speaker 16>unquote woke positions on a lot of these issues. And

1:11:05.320 --> 1:11:08.919
<v Speaker 16>it's also become a vehicle for presdential candidates like Florida

1:11:08.960 --> 1:11:12.559
<v Speaker 16>Governor Ron DeSantis, who didn't really want to take on

1:11:12.680 --> 1:11:15.760
<v Speaker 16>Donald Trump directly, so what he did was to start

1:11:15.800 --> 1:11:18.639
<v Speaker 16>a lot of big cultural fights with companies like Disney

1:11:19.200 --> 1:11:22.280
<v Speaker 16>and to try and have these culture war debates that

1:11:22.360 --> 1:11:25.600
<v Speaker 16>would raise his profile as a presidential candidate. So I

1:11:25.600 --> 1:11:30.120
<v Speaker 16>think activists on both sides, but especially on the Republican side,

1:11:30.360 --> 1:11:35.000
<v Speaker 16>have realized that there is utility in politicizing the consumer

1:11:35.120 --> 1:11:37.320
<v Speaker 16>space and that's why we're seeing more and more of this.

1:11:37.439 --> 1:11:39.680
<v Speaker 3>I mean, is this something that ends after the primaries

1:11:39.800 --> 1:11:41.799
<v Speaker 3>or is this something that goes into the general election

1:11:41.840 --> 1:11:44.800
<v Speaker 3>where we have you know, whoever the nominee is continuing

1:11:44.800 --> 1:11:48.400
<v Speaker 3>with this idea of attacks on corporate companies in the

1:11:48.520 --> 1:11:49.599
<v Speaker 3>context of a culture war.

1:11:49.720 --> 1:11:51.599
<v Speaker 16>You know, it's a great question. I spoke to Professor

1:11:51.680 --> 1:11:54.799
<v Speaker 16>and the Piece who works with business leaders and surveys

1:11:54.840 --> 1:11:58.120
<v Speaker 16>the min issues of politics, and the answer seems to

1:11:58.120 --> 1:12:00.479
<v Speaker 16>be that a lot of CEOs have become a broiled

1:12:00.520 --> 1:12:02.960
<v Speaker 16>in politics and now are having second thoughts about it,

1:12:03.000 --> 1:12:05.400
<v Speaker 16>like maybe we don't want to be in the crosshairs,

1:12:05.439 --> 1:12:07.280
<v Speaker 16>maybe we don't want to be subject to kind of

1:12:07.280 --> 1:12:09.800
<v Speaker 16>these boycotts. But once you've gotten in, it's tough to

1:12:09.840 --> 1:12:11.839
<v Speaker 16>get out. And one example of that is the pressure

1:12:11.920 --> 1:12:15.000
<v Speaker 16>that a lot of these companies feel themselves to be

1:12:15.120 --> 1:12:18.799
<v Speaker 16>under to speak out about the October seventh Hamas attacks

1:12:18.800 --> 1:12:21.800
<v Speaker 16>on Israel. Not something that a lot of people want

1:12:21.800 --> 1:12:23.760
<v Speaker 16>to do, and yet it's hard. It's hard not to

1:12:23.840 --> 1:12:24.200
<v Speaker 16>weigh in.

1:12:24.600 --> 1:12:29.320
<v Speaker 2>We got to run. Josh and Joel, thank you.

1:12:29.320 --> 1:12:32.880
<v Speaker 1>You're listening to the Bloomberg Business Week podcast. Catch us

1:12:32.920 --> 1:12:36.880
<v Speaker 1>Live weekday afternoons from three to six Eastern on Bloomberg Radio,

1:12:37.120 --> 1:12:40.400
<v Speaker 1>the Bloomberg Business App, and YouTube. You can also listen

1:12:40.520 --> 1:12:43.639
<v Speaker 1>live on Amazon Alexa from our flagship New York station,

1:12:44.080 --> 1:12:46.840
<v Speaker 1>Just Say Alexa play Bloomberg eleven thirty.

1:12:48.439 --> 1:12:48.639
<v Speaker 9>Well.

1:12:48.680 --> 1:12:51.479
<v Speaker 2>As conservative politicians bring the rhetoric and beliefs of the

1:12:52.080 --> 1:12:58.559
<v Speaker 2>evangelical right into mainstream classrooms, reshaping American public education, liberal

1:12:58.600 --> 1:13:02.360
<v Speaker 2>families are using the rights hard won homeschooling protections to

1:13:02.360 --> 1:13:06.080
<v Speaker 2>give their children a secular education in kitchens and living

1:13:06.160 --> 1:13:08.920
<v Speaker 2>rooms across the country. This is from a story from

1:13:09.000 --> 1:13:10.479
<v Speaker 2>the Bloomberg BusinessWeek team.

1:13:10.320 --> 1:13:12.120
<v Speaker 3>Yeah with more on how culture wars here in the

1:13:12.200 --> 1:13:15.080
<v Speaker 3>US are leading to another deep blow to public education.

1:13:15.520 --> 1:13:18.360
<v Speaker 3>With us right now is Charlie Locke. She's Bloomberg BusinessWeek

1:13:18.360 --> 1:13:21.280
<v Speaker 3>freelance contributor joining us on zoom from Portland, Oregon. Her

1:13:21.320 --> 1:13:23.240
<v Speaker 3>story can be found on the Bloomberg terminal and at

1:13:23.280 --> 1:13:27.080
<v Speaker 3>Bloomberg dot com Slash BusinessWeek. Also here with us in

1:13:27.120 --> 1:13:30.880
<v Speaker 3>the Bloomberg Studio, the editor of Bloomberg Business Week, Joel Webber. Joel,

1:13:31.800 --> 1:13:33.479
<v Speaker 3>good to have you with us, Charlie, good to have

1:13:33.560 --> 1:13:36.160
<v Speaker 3>you with us. I love this story because when you

1:13:36.200 --> 1:13:39.840
<v Speaker 3>think homeschooling. There's this image of who the typical homeschooler

1:13:39.920 --> 1:13:43.519
<v Speaker 3>and homeschooling is in the US, and this is sort

1:13:43.560 --> 1:13:46.200
<v Speaker 3>of up, you know, puts that entire theory or image

1:13:46.200 --> 1:13:46.639
<v Speaker 3>on its head.

1:13:46.680 --> 1:13:49.160
<v Speaker 17>Story is kind of changing a little bit. So we

1:13:49.160 --> 1:13:52.840
<v Speaker 17>were working on this package of stories around America and

1:13:52.960 --> 1:13:56.840
<v Speaker 17>culture Wars, and this idea of homeschooling came up. Homeschooling

1:13:57.080 --> 1:14:00.759
<v Speaker 17>has long been a thing that conservatives have fun for mainly.

1:14:00.960 --> 1:14:05.439
<v Speaker 17>What we're seeing though, is as the politics, especially around education,

1:14:05.520 --> 1:14:10.559
<v Speaker 17>have begun to change in conservative strongholds, We've seen a

1:14:10.720 --> 1:14:16.639
<v Speaker 17>stronger intervention in classrooms to even change curriculum in states

1:14:16.680 --> 1:14:20.839
<v Speaker 17>that how our conservative, we're seeing mostly liberal leaning parents

1:14:20.840 --> 1:14:25.320
<v Speaker 17>begin to take advantage of the homeschooling kind of push

1:14:25.400 --> 1:14:30.720
<v Speaker 17>that was championed by especially evangelicals. So, Charlie, bring us,

1:14:31.000 --> 1:14:33.840
<v Speaker 17>bring you in here, tell us how this story came

1:14:33.880 --> 1:14:34.040
<v Speaker 17>to you.

1:14:34.560 --> 1:14:34.800
<v Speaker 6>Yeah.

1:14:34.840 --> 1:14:37.560
<v Speaker 18>So I write about kids and education a lot for

1:14:37.600 --> 1:14:41.680
<v Speaker 18>a number of different outlooks outlets, including Bloomberg, and I

1:14:41.720 --> 1:14:43.680
<v Speaker 18>have noticed over the past few years just more and

1:14:43.720 --> 1:14:46.360
<v Speaker 18>more families that I have talked to in the course

1:14:46.360 --> 1:14:50.640
<v Speaker 18>of my everyday reporting. We're considering homeschooling, particularly families in

1:14:51.280 --> 1:14:57.160
<v Speaker 18>Red states where there is this increasingly conservative politicization of

1:14:57.320 --> 1:15:02.559
<v Speaker 18>public education, whether that is in terms of what it's

1:15:02.680 --> 1:15:06.040
<v Speaker 18>like for kids of color or trans or gay kids

1:15:06.080 --> 1:15:09.640
<v Speaker 18>to go to public school, or in terms of curriculum

1:15:09.680 --> 1:15:13.240
<v Speaker 18>and how kids are learning about American history or what

1:15:13.320 --> 1:15:15.760
<v Speaker 18>they're not learning. And I've just talked to more and

1:15:15.840 --> 1:15:18.400
<v Speaker 18>more parents who were kind of at their wits end

1:15:18.400 --> 1:15:21.320
<v Speaker 18>about what to do, and it made me really curious about, Okay,

1:15:21.400 --> 1:15:24.479
<v Speaker 18>is there this movement of is it really changing what

1:15:24.520 --> 1:15:27.559
<v Speaker 18>it means to homeschool your kids and who's taking advantage

1:15:27.600 --> 1:15:31.280
<v Speaker 18>of that, particularly because, as you mentioned, the history of

1:15:31.320 --> 1:15:33.920
<v Speaker 18>homeschooling in the past thirty or forty years has really

1:15:34.000 --> 1:15:37.400
<v Speaker 18>been built around the evangelical right, who have pushed really

1:15:37.439 --> 1:15:41.759
<v Speaker 18>hard for the rights of homeschoolers, and particularly a certain

1:15:41.760 --> 1:15:44.439
<v Speaker 18>type of homeschooling that really leaves it all in the

1:15:44.439 --> 1:15:46.599
<v Speaker 18>hands of the parent without a lot of oversight, and

1:15:46.640 --> 1:15:51.320
<v Speaker 18>so in in states with big evangelical communities like Florida,

1:15:51.320 --> 1:15:54.360
<v Speaker 18>which I focus on in the story, there are a

1:15:54.400 --> 1:15:57.440
<v Speaker 18>lot of rights and a lot of resources for homeschoolers

1:15:57.439 --> 1:16:00.959
<v Speaker 18>because it's been pushed for from this particular graphic background,

1:16:01.000 --> 1:16:03.920
<v Speaker 18>but now because of how public schools are changing and

1:16:03.960 --> 1:16:08.280
<v Speaker 18>how politicians in conservative places are kind of adopting the

1:16:08.439 --> 1:16:13.439
<v Speaker 18>rhetoric around a parental bill of rights or kind of

1:16:13.479 --> 1:16:16.160
<v Speaker 18>a run school choice, picking up all this rhetoric that

1:16:16.200 --> 1:16:18.280
<v Speaker 18>the home the far right homeschooling movement has used for

1:16:18.280 --> 1:16:21.519
<v Speaker 18>a long time, it's pushing liberal families out of public schools.

1:16:21.520 --> 1:16:23.080
<v Speaker 3>Well, Charlie, can you talk a little bit about some

1:16:23.160 --> 1:16:25.400
<v Speaker 3>of the most I don't want to use the term egregious,

1:16:25.560 --> 1:16:28.280
<v Speaker 3>but the anecdotes that you found were kind of what

1:16:28.439 --> 1:16:31.200
<v Speaker 3>pushed these parents over the edge. You said, what they're

1:16:31.240 --> 1:16:32.960
<v Speaker 3>teaching or what they're not teaching when it comes to

1:16:32.960 --> 1:16:35.320
<v Speaker 3>American history. I was so surprised to reading your story

1:16:36.280 --> 1:16:38.600
<v Speaker 3>some of the things that did motivate these parents to

1:16:38.960 --> 1:16:40.400
<v Speaker 3>move them to homeschool their kids.

1:16:40.760 --> 1:16:43.280
<v Speaker 18>Yeah. Absolutely. I mean, one that was really striking to

1:16:43.320 --> 1:16:45.959
<v Speaker 18>me is one mom that I talked to in Florida

1:16:46.040 --> 1:16:49.320
<v Speaker 18>whose twins were in sixth grade in public school in

1:16:49.360 --> 1:16:54.120
<v Speaker 18>Florida last year, and their history teacher taught them that

1:16:55.439 --> 1:16:59.559
<v Speaker 18>manifest Destiny referred to Native Americans who decided to move

1:16:59.600 --> 1:17:02.599
<v Speaker 18>west because they wanted to try somewhere else and have

1:17:02.680 --> 1:17:06.520
<v Speaker 18>more space, and she the mom looked at the curriculum

1:17:06.520 --> 1:17:08.559
<v Speaker 18>and looked at the slides from that day's class. She

1:17:08.840 --> 1:17:11.760
<v Speaker 18>really thought maybe her kids had misunderstood the lesson and

1:17:12.160 --> 1:17:14.559
<v Speaker 18>the slides had nothing about the trail of tears, you know,

1:17:14.640 --> 1:17:20.000
<v Speaker 18>really presented manifest destiny as this happy choice that Native

1:17:20.000 --> 1:17:23.320
<v Speaker 18>people in the southeast made. I mean, there are other parents.

1:17:23.400 --> 1:17:26.920
<v Speaker 18>I had talked to one mom who's all of the

1:17:26.920 --> 1:17:30.840
<v Speaker 18>books were removed from her kids elementary school, in classrooms

1:17:30.880 --> 1:17:33.400
<v Speaker 18>and in the school library, and for I think six

1:17:33.439 --> 1:17:35.360
<v Speaker 18>months last year, there were just no books at school

1:17:35.360 --> 1:17:37.679
<v Speaker 18>and kids weren't allowed to bring them because books hadn't

1:17:37.720 --> 1:17:41.000
<v Speaker 18>gone through the Florida approval system yet. And she felt like,

1:17:41.560 --> 1:17:43.439
<v Speaker 18>I can't send my kid to a school that isn't

1:17:43.439 --> 1:17:46.400
<v Speaker 18>allowed to have any books in it. I mean, pretty egregious.

1:17:47.479 --> 1:17:51.599
<v Speaker 2>Yeah, this is America today. What's interesting, too, is I

1:17:51.640 --> 1:17:54.680
<v Speaker 2>feel like I wonder about the people Tim and I

1:17:54.680 --> 1:17:56.960
<v Speaker 2>were talking about this actually before we got going, is

1:17:57.200 --> 1:18:00.559
<v Speaker 2>these people were they nervous about talking to you? And

1:18:00.600 --> 1:18:03.240
<v Speaker 2>we're curious about how you've found them. Was it difficult

1:18:03.960 --> 1:18:04.639
<v Speaker 2>to find them?

1:18:05.120 --> 1:18:07.719
<v Speaker 18>Yeah, a lot of the families were quite nervous about

1:18:07.720 --> 1:18:11.160
<v Speaker 18>talking to me, and we do grant anonymity to a

1:18:11.240 --> 1:18:14.879
<v Speaker 18>number of the parents in this article. I mean there's

1:18:14.920 --> 1:18:16.800
<v Speaker 18>a real risk. I think that for a lot of

1:18:16.800 --> 1:18:19.840
<v Speaker 18>these families, there's a real risk both that you know,

1:18:19.960 --> 1:18:23.640
<v Speaker 18>in their communities that they would be ostracized because of

1:18:23.680 --> 1:18:26.160
<v Speaker 18>some of the choices that they're making, and also in

1:18:26.240 --> 1:18:29.080
<v Speaker 18>terms of the support that they're getting. States like Florida

1:18:29.280 --> 1:18:33.600
<v Speaker 18>actually give money to homeschooling families to support them and

1:18:33.640 --> 1:18:37.400
<v Speaker 18>support homeschooling, and some of the moms in particular in

1:18:37.439 --> 1:18:41.200
<v Speaker 18>the story talked about how they really feel this tension

1:18:41.240 --> 1:18:45.479
<v Speaker 18>between wanting those finances from the state of Florida or

1:18:45.560 --> 1:18:49.040
<v Speaker 18>other states to be able to support their kids' education,

1:18:49.240 --> 1:18:52.080
<v Speaker 18>but also not wanting to take away money from public schools,

1:18:52.120 --> 1:18:53.400
<v Speaker 18>and so they don't want to have their name in

1:18:53.439 --> 1:18:57.000
<v Speaker 18>there to jeopardize the funding that's enabling their kids to

1:18:57.080 --> 1:18:59.639
<v Speaker 18>learn at home. But you know a lot of how

1:19:00.360 --> 1:19:02.320
<v Speaker 18>you know, building a story like this takes a really

1:19:02.360 --> 1:19:05.840
<v Speaker 18>long time, and I spent about six months building relationships

1:19:05.880 --> 1:19:09.240
<v Speaker 18>with people who run communities like the Sea Homeschoolers group

1:19:09.680 --> 1:19:12.320
<v Speaker 18>on Facebook and kind of building community with people who

1:19:12.560 --> 1:19:14.600
<v Speaker 18>who are educators of homeschoolers and then a lot of

1:19:14.600 --> 1:19:16.880
<v Speaker 18>it is word of mouth, talking to one mom who

1:19:16.880 --> 1:19:18.840
<v Speaker 18>connects me to her local group, who connects me to

1:19:18.920 --> 1:19:19.639
<v Speaker 18>someone else will.

1:19:19.520 --> 1:19:19.880
<v Speaker 12>Talk to me.

1:19:20.960 --> 1:19:21.240
<v Speaker 1>Charlie.

1:19:21.280 --> 1:19:24.639
<v Speaker 17>I'm interested from the especially from the mothers. You talked

1:19:24.640 --> 1:19:26.280
<v Speaker 17>to you and you made it. I thought a very

1:19:26.400 --> 1:19:29.439
<v Speaker 17>clear point in the story about how mom centric all

1:19:29.479 --> 1:19:32.479
<v Speaker 17>of this is. I am curious, like, does this feel

1:19:32.600 --> 1:19:36.639
<v Speaker 17>just like a permanent shift for them or are they

1:19:36.760 --> 1:19:38.360
<v Speaker 17>contemplating moving because of this?

1:19:38.560 --> 1:19:40.200
<v Speaker 19>Like what's the what.

1:19:40.600 --> 1:19:43.160
<v Speaker 17>Are the long term implications that you get a sense

1:19:43.200 --> 1:19:44.000
<v Speaker 17>of from here reporting.

1:19:45.080 --> 1:19:47.439
<v Speaker 18>Yeah, it's a really good question, and I think it's

1:19:47.439 --> 1:19:50.679
<v Speaker 18>a very family to family question. I think a lot

1:19:50.720 --> 1:19:54.360
<v Speaker 18>of these parents this is not an ideal solution for

1:19:54.439 --> 1:19:56.400
<v Speaker 18>them and for their kids. There's a lot that they're

1:19:56.439 --> 1:20:01.080
<v Speaker 18>having to sacrifice. Particularly so many moms who we're working

1:20:01.080 --> 1:20:03.800
<v Speaker 18>in professional workplaces before this and felt like their only

1:20:03.840 --> 1:20:06.679
<v Speaker 18>option was to step back and full time homeschool their kids.

1:20:07.000 --> 1:20:09.880
<v Speaker 18>But it's not very sustainable financially for their family. It's

1:20:09.880 --> 1:20:12.120
<v Speaker 18>not really what they want in terms of their careers

1:20:12.160 --> 1:20:15.639
<v Speaker 18>and time. And some families are trying to figure out

1:20:15.640 --> 1:20:17.200
<v Speaker 18>how to move out of state. I mean, it's hard

1:20:17.240 --> 1:20:20.120
<v Speaker 18>to uproot your life and do that right, and other

1:20:20.200 --> 1:20:22.439
<v Speaker 18>families who are kind of hoping that things will get

1:20:22.439 --> 1:20:24.280
<v Speaker 18>better and hope that by the time their kids are

1:20:24.320 --> 1:20:27.160
<v Speaker 18>in high school they'll be able to send their kids

1:20:27.200 --> 1:20:30.400
<v Speaker 18>back to public school. But it's kind of trying to

1:20:30.439 --> 1:20:33.679
<v Speaker 18>make the least bad decision for a lot of these families.

1:20:33.800 --> 1:20:33.960
<v Speaker 1>You know.

1:20:34.000 --> 1:20:39.200
<v Speaker 17>The other thing that your story explores is as people

1:20:39.439 --> 1:20:44.599
<v Speaker 17>leave public schools, that creates this downward spiral. And since

1:20:45.200 --> 1:20:48.840
<v Speaker 17>twenty you signed one point two million k through twelve

1:20:48.880 --> 1:20:52.040
<v Speaker 17>students have left public education in the US, the same

1:20:52.080 --> 1:20:56.040
<v Speaker 17>people who once celebrated the institutions. Once they leave like this,

1:20:56.160 --> 1:20:58.679
<v Speaker 17>it means that the schools end up taking a tax

1:20:58.800 --> 1:20:59.599
<v Speaker 17>hit too, right.

1:21:00.960 --> 1:21:04.679
<v Speaker 18>Yeah, yeah, it means pretty substantial and honestly pretty scary

1:21:04.760 --> 1:21:08.559
<v Speaker 18>hits for public school both because public schools are mostly

1:21:08.600 --> 1:21:15.240
<v Speaker 18>funded by taxes within communities and by allocations federally based

1:21:15.280 --> 1:21:18.559
<v Speaker 18>on how many students are enrolled in public school, and

1:21:18.600 --> 1:21:21.360
<v Speaker 18>so when a bunch of families pull their kids from

1:21:21.360 --> 1:21:25.320
<v Speaker 18>public school, it means the schools get less money federally

1:21:25.439 --> 1:21:27.479
<v Speaker 18>because they have less students enrolled there, and it also

1:21:27.640 --> 1:21:31.120
<v Speaker 18>means that they get less money locally because there's less

1:21:31.160 --> 1:21:33.639
<v Speaker 18>support for taxes. If you're not sending your own kids

1:21:33.720 --> 1:21:37.560
<v Speaker 18>to the public school, you don't care as much about

1:21:37.640 --> 1:21:40.160
<v Speaker 18>about supporting those financially through your taxes. And then there

1:21:40.160 --> 1:21:44.320
<v Speaker 18>are also all of these kind of softer effects too,

1:21:44.479 --> 1:21:46.360
<v Speaker 18>or a lot of these parents, the parents who are

1:21:46.400 --> 1:21:50.280
<v Speaker 18>able to step back from work full time and homeschool

1:21:50.280 --> 1:21:53.160
<v Speaker 18>their kids are also parents who previously were really involved

1:21:53.160 --> 1:21:54.640
<v Speaker 18>at the public school in terms of being on the

1:21:54.640 --> 1:21:58.240
<v Speaker 18>pta or running fundraising drives or leading field trips, and

1:21:58.280 --> 1:22:00.840
<v Speaker 18>so there's a lot of kind of the ways that

1:22:02.000 --> 1:22:05.479
<v Speaker 18>public schools provide a lot of social services for families

1:22:05.560 --> 1:22:08.120
<v Speaker 18>to need them. They will be less and less able

1:22:08.160 --> 1:22:09.840
<v Speaker 18>to do that as more and more families who can

1:22:09.960 --> 1:22:10.439
<v Speaker 18>opt out.

1:22:10.560 --> 1:22:11.160
<v Speaker 12>The side doots.

1:22:11.320 --> 1:22:13.320
<v Speaker 2>So many aspects of this story just you know, the

1:22:13.360 --> 1:22:17.519
<v Speaker 2>trend and parental rights, the implications for moms and working women,

1:22:18.320 --> 1:22:20.840
<v Speaker 2>and what it means, you know, Joel, for public school

1:22:20.880 --> 1:22:22.559
<v Speaker 2>systems going forward does not.

1:22:22.560 --> 1:22:26.720
<v Speaker 17>Look good, but you know, there's there's What I think

1:22:26.800 --> 1:22:30.360
<v Speaker 17>it shows is the commitment of families, right and the

1:22:30.400 --> 1:22:33.000
<v Speaker 17>fact that they saw what was happening and tried to

1:22:33.040 --> 1:22:33.760
<v Speaker 17>do something about it.

1:22:33.960 --> 1:22:36.839
<v Speaker 2>Incredible story that, of course is the editor of BusinessWeek,

1:22:36.880 --> 1:22:39.839
<v Speaker 2>Jil Weber and Charlie Locke wrote the story Bloomberg BusinessWeek

1:22:39.840 --> 1:22:43.719
<v Speaker 2>Freelance contributor. You can find it on the Bloomberg terminal,

1:22:43.760 --> 1:22:47.080
<v Speaker 2>of course, at Bloomberg dot com slash BusinessWeek.

1:22:47.280 --> 1:22:50.840
<v Speaker 1>You're listening to the Bloomberg Business Week podcast. Catch us

1:22:50.880 --> 1:22:54.240
<v Speaker 1>Live weekday afternoons from three to six Eastern Listen on

1:22:54.280 --> 1:22:58.320
<v Speaker 1>Bloomberg dot com, the iHeartRadio app and the Bloomberg Business app,

1:22:58.600 --> 1:23:01.280
<v Speaker 1>or watch us Live on you.

1:23:01.400 --> 1:23:03.439
<v Speaker 3>When I was a kid, Carol, Yes, and I needed

1:23:03.439 --> 1:23:06.040
<v Speaker 3>to raise money for you know something at school. We

1:23:06.080 --> 1:23:08.559
<v Speaker 3>did walk a thon's for charity. We did school trips.

1:23:09.040 --> 1:23:10.800
<v Speaker 3>I did it the old fashioned way. Okay, this was

1:23:10.840 --> 1:23:13.280
<v Speaker 3>the nineties. Keep that in mind. Okay, yep. I went

1:23:13.320 --> 1:23:16.240
<v Speaker 3>door to door with a clipboard. I ranked doorbells. Actually

1:23:16.479 --> 1:23:20.559
<v Speaker 3>wore rollerblades so I could do it quicker. It's nineteen nineties,

1:23:20.720 --> 1:23:24.320
<v Speaker 3>so southern California, nineteen nineties. I should have skateboarded. Actually, well,

1:23:24.360 --> 1:23:26.680
<v Speaker 3>it was, of course, before smartphones. Kids these days have

1:23:26.800 --> 1:23:30.200
<v Speaker 3>other options, such as the one developed by our next guest,

1:23:30.240 --> 1:23:32.800
<v Speaker 3>Cole Morgan, the founder and CEO of Snap Mobile. It's

1:23:32.800 --> 1:23:35.320
<v Speaker 3>a digital fundraising tool that high schoolers can use. To

1:23:35.360 --> 1:23:38.960
<v Speaker 3>raise money for schools, teams, clubs and more cols here

1:23:38.960 --> 1:23:41.240
<v Speaker 3>with us in the Bloomberg studio. Cole, good to have

1:23:41.280 --> 1:23:43.960
<v Speaker 3>you with us this afternoon. I should note you raised

1:23:44.000 --> 1:23:48.679
<v Speaker 3>seven hundred million dollars for one hundred thousand plus groups

1:23:48.840 --> 1:23:49.439
<v Speaker 3>and teams.

1:23:49.439 --> 1:23:51.599
<v Speaker 2>It's a lot, it's a lot of money.

1:23:51.680 --> 1:23:54.000
<v Speaker 3>Yeah, we're talking about some serious money here. Talk to

1:23:54.040 --> 1:23:57.040
<v Speaker 3>us a little bit about the platform and also I'm

1:23:57.040 --> 1:23:59.679
<v Speaker 3>interested in the business model here and then take great.

1:24:00.200 --> 1:24:02.280
<v Speaker 19>Yeah, so we uh so, I would just say thank

1:24:02.320 --> 1:24:05.360
<v Speaker 19>you for having me. When I called my mom and

1:24:05.360 --> 1:24:07.000
<v Speaker 19>told her the idea for the business, I told her

1:24:07.000 --> 1:24:09.120
<v Speaker 19>we were going to raise a million dollars for schools.

1:24:09.880 --> 1:24:10.559
<v Speaker 2>How old were you?

1:24:11.040 --> 1:24:14.840
<v Speaker 19>I was twenty eight at the time, thirty eight now

1:24:16.479 --> 1:24:19.760
<v Speaker 19>and now and I we're actually approaching about eight hundred

1:24:19.760 --> 1:24:21.400
<v Speaker 19>million dollars giving back to school so far.

1:24:21.600 --> 1:24:21.920
<v Speaker 8>Wow.

1:24:22.720 --> 1:24:23.160
<v Speaker 12>So yeah.

1:24:23.200 --> 1:24:25.920
<v Speaker 19>So we've we started a few years, started ten years ago.

1:24:25.960 --> 1:24:27.839
<v Speaker 19>We're in about half the schools in the United States.

1:24:28.800 --> 1:24:33.400
<v Speaker 19>We focus on financial transparency in schools and helping groups

1:24:33.400 --> 1:24:36.760
<v Speaker 19>of people raise money for a common cause, where a

1:24:36.760 --> 1:24:41.280
<v Speaker 19>lot of the crowdfunding platforms online focus on individuals raising money.

1:24:41.320 --> 1:24:44.599
<v Speaker 19>Come in quickly sign up, We help groups of people

1:24:44.840 --> 1:24:49.440
<v Speaker 19>with that require oversight. So the school, you're a club organization,

1:24:50.640 --> 1:24:53.520
<v Speaker 19>you know, where somebody actually needs to oversee the financials

1:24:53.560 --> 1:24:56.080
<v Speaker 19>of the of the group. We help that group raise

1:24:56.120 --> 1:24:59.280
<v Speaker 19>money and so the money goes directly to the organization

1:24:59.400 --> 1:25:01.400
<v Speaker 19>or to the school, to the nonprofit or whatever it is,

1:25:01.479 --> 1:25:02.560
<v Speaker 19>rather than the individual.

1:25:02.640 --> 1:25:04.000
<v Speaker 2>So how does it work?

1:25:04.840 --> 1:25:08.439
<v Speaker 19>Kids log in, they send send out emails, text message,

1:25:08.520 --> 1:25:11.920
<v Speaker 19>social media. January first, we're launching mobile apps. We'll have

1:25:11.960 --> 1:25:15.240
<v Speaker 19>over a million kids download our mobile app next year.

1:25:15.400 --> 1:25:16.800
<v Speaker 3>So there's no mobile app up to now.

1:25:16.960 --> 1:25:19.160
<v Speaker 19>No, it's all been a web app. Wow, because a

1:25:19.200 --> 1:25:23.160
<v Speaker 19>web apps really, a web app was faster a web

1:25:23.160 --> 1:25:24.840
<v Speaker 19>But we had we actually had a mobile app and

1:25:24.880 --> 1:25:28.240
<v Speaker 19>we very first started. But it would show up. You'd

1:25:28.240 --> 1:25:30.519
<v Speaker 19>try to get all these kids to download a mobile app.

1:25:30.520 --> 1:25:32.840
<v Speaker 19>It would take too long. But that was ten years ago,

1:25:32.920 --> 1:25:34.040
<v Speaker 19>and kids weren't.

1:25:33.800 --> 1:25:35.640
<v Speaker 3>They kept thinking they were down Snapchat.

1:25:36.479 --> 1:25:40.240
<v Speaker 19>That had happened. That's happened. Yes, yeah, so they so

1:25:40.320 --> 1:25:42.800
<v Speaker 19>they now they log in, they download the mobile app,

1:25:42.800 --> 1:25:45.080
<v Speaker 19>and they go through the flow. You know, they send

1:25:45.120 --> 1:25:47.040
<v Speaker 19>out their emails to friends and family. I'm sure you

1:25:47.040 --> 1:25:49.880
<v Speaker 19>guys have actually probably gotten an email from a niece

1:25:49.960 --> 1:25:54.920
<v Speaker 19>or nephew to donate to a but it's a Finity program. No, nope.

1:25:55.040 --> 1:25:57.479
<v Speaker 3>So it'll take you to a site that shows you

1:25:57.560 --> 1:25:58.719
<v Speaker 3>that it is Snap Mobile.

1:25:59.040 --> 1:26:01.240
<v Speaker 19>It's yeah, we'll show you so that that part of

1:26:01.280 --> 1:26:04.320
<v Speaker 19>the platform is called Snap Raise, and it'll take you

1:26:04.360 --> 1:26:08.160
<v Speaker 19>to that. It'll actually take you to that kid's fundraising page,

1:26:08.200 --> 1:26:10.679
<v Speaker 19>because what we know is that people want to support

1:26:10.760 --> 1:26:13.519
<v Speaker 19>kids and the causes that the kids care about. So

1:26:13.560 --> 1:26:16.479
<v Speaker 19>it's not about supporting the actual football team directly, it's

1:26:16.479 --> 1:26:19.559
<v Speaker 19>about supporting the kid who's a part of the football team.

1:26:20.080 --> 1:26:22.040
<v Speaker 19>So it actually will take you to when my son

1:26:22.120 --> 1:26:25.360
<v Speaker 19>starts using the platform, he's only two, it'll take you

1:26:25.400 --> 1:26:30.080
<v Speaker 19>to Luke Preston Morgan's you know, football page, and you'll

1:26:30.200 --> 1:26:32.040
<v Speaker 19>Luke will have a goal and then the team will

1:26:32.080 --> 1:26:35.520
<v Speaker 19>have a goal above that. So it's a hierarchical structure

1:26:36.320 --> 1:26:38.200
<v Speaker 19>that allows the team to raise money. So all one

1:26:38.240 --> 1:26:40.160
<v Speaker 19>hundred kids on the football team are raising money at

1:26:40.160 --> 1:26:41.639
<v Speaker 19>the same time for the same cost.

1:26:41.760 --> 1:26:43.519
<v Speaker 3>You do live in Texas. You're already thinking about football

1:26:43.520 --> 1:26:44.360
<v Speaker 3>and your kids only two?

1:26:44.479 --> 1:26:47.919
<v Speaker 19>Yeah, yeah, well I played football. We live in Texas.

1:26:48.040 --> 1:26:51.360
<v Speaker 19>This is the whole company is surrounded by it, it.

1:26:51.400 --> 1:26:55.320
<v Speaker 2>Seems so logical. Yes, So what was it that? What

1:26:55.439 --> 1:26:57.920
<v Speaker 2>was the idea initially that you said, Okay, this, this,

1:26:58.360 --> 1:26:59.320
<v Speaker 2>We've got something here.

1:26:59.520 --> 1:27:03.160
<v Speaker 19>Yes, it is very simple ideas. It looks more simple

1:27:03.200 --> 1:27:05.280
<v Speaker 19>on the surface than it actually is underneath. So we

1:27:05.360 --> 1:27:10.720
<v Speaker 19>have an entire organizational database that connects school administration all

1:27:10.720 --> 1:27:13.760
<v Speaker 19>the way to the communities in which they live and

1:27:13.800 --> 1:27:16.520
<v Speaker 19>that support them. So there's a lot of data and infrastructure,

1:27:16.640 --> 1:27:20.880
<v Speaker 19>financial transparency, oversight, security compliance, right, But on the surface,

1:27:20.920 --> 1:27:23.439
<v Speaker 19>it was really simple. I was selling discount cards and

1:27:23.439 --> 1:27:26.799
<v Speaker 19>cookie dough in schools after I got done playing football,

1:27:27.240 --> 1:27:29.719
<v Speaker 19>and a coach said to me, we love that you're here,

1:27:29.760 --> 1:27:32.320
<v Speaker 19>but we hate why you're here. So there's got to

1:27:32.320 --> 1:27:34.400
<v Speaker 19>be a better way. This is the honest to goodness story.

1:27:34.439 --> 1:27:37.639
<v Speaker 19>It's on our website. I said, what do you mean,

1:27:37.760 --> 1:27:40.040
<v Speaker 19>He said, our kids. You know we need help, We

1:27:40.080 --> 1:27:42.600
<v Speaker 19>need to raise money, but we don't want to do

1:27:42.640 --> 1:27:44.679
<v Speaker 19>the things that you're making us do, which is sell

1:27:44.680 --> 1:27:47.280
<v Speaker 19>these things. The school doesn't like that we take cash.

1:27:47.880 --> 1:27:49.559
<v Speaker 19>The kids don't want to sell things. The parents don't

1:27:49.600 --> 1:27:52.000
<v Speaker 19>want to buy things. They just want to support. So

1:27:52.080 --> 1:27:54.439
<v Speaker 19>I said, okay, just like my whole life, I've taken coaching.

1:27:55.160 --> 1:27:56.800
<v Speaker 19>It's like what do I do? So I looked around

1:27:56.840 --> 1:27:58.840
<v Speaker 19>the school and I saw every kid on their phone,

1:27:58.880 --> 1:28:01.160
<v Speaker 19>and I started asking friends and family and people at

1:28:01.240 --> 1:28:03.519
<v Speaker 19>bars and restaurants. I said, do you care about supporting kids?

1:28:03.560 --> 1:28:05.639
<v Speaker 19>And they would say yes. And then I would say

1:28:05.640 --> 1:28:07.160
<v Speaker 19>do you have cash in your wallet? And they would

1:28:07.160 --> 1:28:09.120
<v Speaker 19>say no. And I would say do you have your phone?

1:28:09.120 --> 1:28:10.439
<v Speaker 19>And they would say yes, And I would say you

1:28:10.479 --> 1:28:12.559
<v Speaker 19>have your credit card? They would say yes. And so

1:28:12.600 --> 1:28:15.240
<v Speaker 19>I just put together the idea of the phone, the

1:28:15.240 --> 1:28:19.759
<v Speaker 19>credit card, and kids asking politely for community and family support.

1:28:20.040 --> 1:28:21.120
<v Speaker 3>So what's your take rate?

1:28:21.680 --> 1:28:23.240
<v Speaker 19>Our take rate is twenty percent?

1:28:24.040 --> 1:28:26.880
<v Speaker 3>Wow, Yeah, that's very high. That's much higher than I

1:28:26.880 --> 1:28:29.800
<v Speaker 3>thought it would be. So of every dollar that is donated, Yeah,

1:28:29.840 --> 1:28:32.799
<v Speaker 3>your platform takes twenty percent. Yeah, yeah, I was expecting

1:28:32.800 --> 1:28:33.599
<v Speaker 3>two or three percent.

1:28:33.760 --> 1:28:35.800
<v Speaker 19>Yeah, it's a it's a high take rate for what

1:28:35.840 --> 1:28:39.120
<v Speaker 19>we for. You know, what you think of in the

1:28:39.160 --> 1:28:41.880
<v Speaker 19>world of crowdfunding, But if you look at, you know,

1:28:41.880 --> 1:28:44.560
<v Speaker 19>some of the other individual platforms, they just tacking on

1:28:44.640 --> 1:28:48.400
<v Speaker 19>in a different way. We don't do that. There's a

1:28:48.640 --> 1:28:52.000
<v Speaker 19>service based model for us. So we help organize, coordinate, promote,

1:28:52.040 --> 1:28:57.320
<v Speaker 19>maintain and manage the entire online fundraising event. So we're

1:28:57.400 --> 1:29:00.479
<v Speaker 19>not the cheapest thing in fundraising, but we are the

1:29:00.600 --> 1:29:03.120
<v Speaker 19>cheapest thing in school based fundraising, which is a very

1:29:03.160 --> 1:29:05.679
<v Speaker 19>different thing because when you sell discount cards and cookies,

1:29:06.040 --> 1:29:07.479
<v Speaker 19>you're only making fifty percent.

1:29:07.640 --> 1:29:09.240
<v Speaker 3>That's one hundred and sixty million. I was just doing

1:29:09.280 --> 1:29:11.439
<v Speaker 3>some calculations here. One hundred and sixty million dollars.

1:29:11.520 --> 1:29:14.200
<v Speaker 2>But that's a big difference because you think about yeah,

1:29:14.280 --> 1:29:16.599
<v Speaker 2>you know, whether it's Girl Scout cookies or what have you.

1:29:16.600 --> 1:29:18.640
<v Speaker 2>You're saying that the kids only get fifty.

1:29:18.360 --> 1:29:21.360
<v Speaker 19>Percent, Yeah, sometimes less, sometimes less?

1:29:21.439 --> 1:29:21.639
<v Speaker 1>Yeah?

1:29:21.840 --> 1:29:23.360
<v Speaker 3>Are you because there's a product involved?

1:29:24.439 --> 1:29:27.120
<v Speaker 19>Sometimes yeah, but you can hide behind the you can

1:29:27.200 --> 1:29:29.280
<v Speaker 19>hide behind the fact that the product is there.

1:29:29.320 --> 1:29:30.960
<v Speaker 2>But I'll be honest with you, having done that for

1:29:31.320 --> 1:29:34.600
<v Speaker 2>nieces and nephews and buying wrapping paper and stuff that

1:29:34.640 --> 1:29:37.320
<v Speaker 2>I really don't want, I'd rather have just given them money.

1:29:37.840 --> 1:29:39.640
<v Speaker 2>That's not the way it was set up. Are you

1:29:39.680 --> 1:29:42.200
<v Speaker 2>going to only stay with schools, I don't mean only, but.

1:29:42.520 --> 1:29:45.040
<v Speaker 19>No, we were, I mean we are the largest, you know,

1:29:45.120 --> 1:29:48.639
<v Speaker 19>youth organization fundraising platform as well. Yeah, it's just our

1:29:48.680 --> 1:29:52.080
<v Speaker 19>main focus is schools, but we grow into the we

1:29:52.160 --> 1:29:54.080
<v Speaker 19>grow into the youth side as well. Yeah, one of

1:29:54.080 --> 1:29:57.920
<v Speaker 19>the other things that we provide for the twenty percent

1:29:58.280 --> 1:30:02.920
<v Speaker 19>take rate is f financial oversight and compliance for every

1:30:03.000 --> 1:30:06.519
<v Speaker 19>dollar that comes into your school. So there's a school

1:30:06.520 --> 1:30:10.680
<v Speaker 19>actually locally that an athletic secretary absconded with some of

1:30:10.720 --> 1:30:14.400
<v Speaker 19>the money, and because they were a SNAP client, this

1:30:14.600 --> 1:30:17.040
<v Speaker 19>just happened a few weeks ago. Because they were a

1:30:17.080 --> 1:30:19.200
<v Speaker 19>SNAP client, they were actually going and have a full

1:30:19.240 --> 1:30:22.280
<v Speaker 19>audit trail of every one of the donations and the

1:30:22.360 --> 1:30:25.400
<v Speaker 19>dollars that came in, and they were able to help

1:30:25.479 --> 1:30:28.840
<v Speaker 19>find out that what that athletic secretary.

1:30:28.360 --> 1:30:30.880
<v Speaker 3>Had done, what happened. Are you profitable?

1:30:31.560 --> 1:30:31.960
<v Speaker 19>We are not.

1:30:32.880 --> 1:30:34.720
<v Speaker 3>Where are you spending all the money you've raised eight

1:30:34.760 --> 1:30:38.759
<v Speaker 3>hundred million If eight hundred million dollars has gone to schools,

1:30:38.760 --> 1:30:40.559
<v Speaker 3>which means one hundred and sixty million dollars has come

1:30:40.600 --> 1:30:43.599
<v Speaker 3>to you, guys. If we're geting twenty percent, where's the money.

1:30:43.360 --> 1:30:47.519
<v Speaker 19>Going investment into the technology. We've acquired a couple companies

1:30:47.560 --> 1:30:53.120
<v Speaker 19>as well. We've acquired three businesses so far. We've also

1:30:53.200 --> 1:30:54.400
<v Speaker 19>raised capital.

1:30:54.000 --> 1:30:57.800
<v Speaker 3>As well, ninety million dollars in a series b led

1:30:57.840 --> 1:31:00.280
<v Speaker 3>by the investment group that owns the LA Dodgers. Yes,

1:31:00.400 --> 1:31:02.960
<v Speaker 3>Aldrige twenty twenty one. Yep, yep.

1:31:03.320 --> 1:31:07.840
<v Speaker 19>Yeah, So we've hired, we invest in hiring outside salespeople.

1:31:08.960 --> 1:31:12.000
<v Speaker 19>So our salesforce we have one hundred and fifty boots

1:31:12.040 --> 1:31:14.559
<v Speaker 19>on the ground that actually serve the communities in which

1:31:15.080 --> 1:31:15.479
<v Speaker 19>they live.

1:31:16.000 --> 1:31:18.680
<v Speaker 2>Is such your highest overhead or is it that in technology?

1:31:19.000 --> 1:31:21.800
<v Speaker 19>It's that in technologies. We've also scaled up our technology

1:31:21.800 --> 1:31:22.439
<v Speaker 19>team as well.

1:31:22.760 --> 1:31:25.439
<v Speaker 2>Thirty seconds left here. What's the endgame? Is it to

1:31:25.439 --> 1:31:26.000
<v Speaker 2>go public?

1:31:27.080 --> 1:31:31.360
<v Speaker 19>The endgame is to build the transformative platform that supports

1:31:32.120 --> 1:31:36.080
<v Speaker 19>teachers and students. It's teachers and athletic directors and coaches

1:31:36.160 --> 1:31:39.400
<v Speaker 19>the way that they support their kids. You know football

1:31:39.439 --> 1:31:42.360
<v Speaker 19>background with me, so I focus on the process. If

1:31:42.400 --> 1:31:44.560
<v Speaker 19>we build a great company that serves the needs of

1:31:44.600 --> 1:31:48.519
<v Speaker 19>all of our customers, then who knows what happens, But.

1:31:48.439 --> 1:31:51.439
<v Speaker 2>You're going to stay within like helping for the most part,

1:31:51.479 --> 1:31:53.640
<v Speaker 2>schools or ken it expand.

1:31:53.360 --> 1:31:57.559
<v Speaker 19>Schools, youth organizations, colleges. Yep, Yeah, it can grow quite

1:31:57.560 --> 1:31:57.720
<v Speaker 19>a bit.

1:31:57.760 --> 1:31:59.240
<v Speaker 2>There's a little bit of a growth runway there.

1:32:00.040 --> 1:32:03.639
<v Speaker 3>Big market and imagine a mode too with getting the

1:32:03.680 --> 1:32:05.240
<v Speaker 3>schools signed on. That's a hard part.

1:32:05.520 --> 1:32:07.479
<v Speaker 19>Yeah, it's incredibly hard, and it's one of the reasons

1:32:07.479 --> 1:32:09.439
<v Speaker 19>you have to invest the way that we're investing.

1:32:10.040 --> 1:32:11.599
<v Speaker 2>Come back and let us know how things are going.

1:32:11.680 --> 1:32:15.040
<v Speaker 2>I promise really interesting Cole Morgan, founder and CEO Snapmobile,

1:32:15.680 --> 1:32:17.840
<v Speaker 2>joining us here in our Bloomberger studio. Good luck, We'll

1:32:17.840 --> 1:32:18.479
<v Speaker 2>talk to you soon again.

1:32:18.520 --> 1:32:18.800
<v Speaker 12>Thank you.

1:32:20.120 --> 1:32:23.320
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