1 00:00:15,304 --> 00:00:15,824 Speaker 1: Pushkin. 2 00:00:20,344 --> 00:00:22,944 Speaker 2: I'm Carrie Batton, and I wrote is Doctor Bronner is 3 00:00:22,984 --> 00:00:25,624 Speaker 2: the last corporation with the soul for GQ magazine and 4 00:00:25,704 --> 00:00:26,984 Speaker 2: it is the story of the week. 5 00:00:28,824 --> 00:00:30,624 Speaker 1: Okay, tell everyone who you are. 6 00:00:30,704 --> 00:00:33,264 Speaker 3: I've heard that on MPR before. I'm your lovely wife. 7 00:00:34,304 --> 00:00:37,744 Speaker 3: Your name though, Cassandra Berry, and you are your lovely 8 00:00:37,744 --> 00:00:41,904 Speaker 3: wife the luckiest personalies. Yes, so you may remember this, 9 00:00:41,944 --> 00:00:43,824 Speaker 3: but I used to use a certain kind of soap 10 00:00:43,904 --> 00:00:47,624 Speaker 3: in the shower. Oh I remember, Yeah, but I've stopped. Yes, 11 00:00:48,104 --> 00:00:52,304 Speaker 3: you got medical advice. I did from a well respected physician. 12 00:00:52,784 --> 00:00:53,824 Speaker 1: What did she tell you? 13 00:00:53,904 --> 00:00:56,864 Speaker 3: So? I was having recurring uti and your doctor how 14 00:00:56,864 --> 00:00:59,024 Speaker 3: what I thought was a pretty weird request. 15 00:00:59,144 --> 00:01:03,384 Speaker 2: Pretty quickly she mentioned, is your husband washing himself with? 16 00:01:03,504 --> 00:01:07,464 Speaker 3: Doctor Bronner's preferment was And I was like, are you 17 00:01:07,784 --> 00:01:08,944 Speaker 3: sleeping with my husband? 18 00:01:09,744 --> 00:01:12,984 Speaker 2: How would you possibly know that my husband is addicted? 19 00:01:13,304 --> 00:01:15,544 Speaker 3: It was an addicted my soap of choice. 20 00:01:15,744 --> 00:01:19,424 Speaker 2: It was a staple of our shower. Yes, but apparently 21 00:01:19,744 --> 00:01:21,904 Speaker 2: it causes irritation. 22 00:01:22,424 --> 00:01:22,904 Speaker 1: Not for me. 23 00:01:24,744 --> 00:01:24,864 Speaker 4: So. 24 00:01:24,904 --> 00:01:28,784 Speaker 3: But the theory is that just by being on my 25 00:01:28,864 --> 00:01:33,384 Speaker 3: body hours earlier, it's so powerful the peppermint yeah, that 26 00:01:33,464 --> 00:01:37,624 Speaker 3: it could then irritate you indirectly hours later. 27 00:01:37,744 --> 00:01:39,584 Speaker 2: Look, it's the only soap she name checked. 28 00:01:39,904 --> 00:01:42,424 Speaker 1: Well, I haven't used it for like a year. 29 00:01:42,504 --> 00:01:42,664 Speaker 4: Now. 30 00:01:42,664 --> 00:01:45,704 Speaker 3: It's forbidden. It's forbidden in this house, although you are 31 00:01:45,824 --> 00:01:48,104 Speaker 3: actually free to use it on any part of your body, 32 00:01:48,264 --> 00:01:49,184 Speaker 3: just not your penis. 33 00:01:49,224 --> 00:01:57,264 Speaker 1: Oh really, writing is hard. 34 00:01:57,464 --> 00:02:00,784 Speaker 5: Who's got that kind of time when you're already busy 35 00:02:00,864 --> 00:02:02,344 Speaker 5: trying to be jon stanned? 36 00:02:02,584 --> 00:02:03,984 Speaker 1: So it turns on a mic? 37 00:02:04,304 --> 00:02:07,984 Speaker 5: Maybe twiddles Enop calls a journalist Frand has got in 38 00:02:08,144 --> 00:02:13,264 Speaker 5: that jewel John pies single story. Just listen to smart 39 00:02:13,344 --> 00:02:19,904 Speaker 5: people speak, conversation, film and information is the story of. 40 00:02:30,704 --> 00:02:33,304 Speaker 1: All. Too often I find out that some company I 41 00:02:33,424 --> 00:02:37,744 Speaker 1: like is run by people with evil agendas. This time, however, 42 00:02:37,904 --> 00:02:40,664 Speaker 1: I discovered that a product I love is run by 43 00:02:40,864 --> 00:02:46,384 Speaker 1: completely insane people and has been for generations. Carrie Batton 44 00:02:46,504 --> 00:02:49,624 Speaker 1: looked into the crazy history of Doctor Browner soap for 45 00:02:49,744 --> 00:02:54,024 Speaker 1: GQ magazine. Carrie, this might be a personal question, but 46 00:02:54,744 --> 00:02:55,864 Speaker 1: what soap do you use? 47 00:02:57,584 --> 00:03:00,584 Speaker 2: What soap do I use? I use Dove. I have 48 00:03:00,824 --> 00:03:02,944 Speaker 2: historically used Dove Bar soap. 49 00:03:02,984 --> 00:03:05,384 Speaker 1: The most popular soap by far in our country. 50 00:03:05,824 --> 00:03:09,464 Speaker 2: It is true, and yet I will say that since 51 00:03:09,864 --> 00:03:14,304 Speaker 2: I started reporting on the Bronner Family. I have switched 52 00:03:14,344 --> 00:03:17,264 Speaker 2: over to doctor Bronner's Peppermint. 53 00:03:16,704 --> 00:03:19,784 Speaker 1: Soap Wow, which is must be a shocker, right, that's 54 00:03:19,824 --> 00:03:21,344 Speaker 1: a real change in your morning. 55 00:03:22,304 --> 00:03:24,024 Speaker 2: Yes, I think I might want to switch to the 56 00:03:24,024 --> 00:03:26,744 Speaker 2: almond because the peppermint can be a little bit intense. 57 00:03:26,784 --> 00:03:28,984 Speaker 2: I don't know if you have have used it or not, 58 00:03:29,144 --> 00:03:30,104 Speaker 2: but I have. 59 00:03:30,144 --> 00:03:33,424 Speaker 1: And in personal areas it can really wake you up. 60 00:03:33,704 --> 00:03:34,504 Speaker 2: It certainly can. 61 00:03:34,984 --> 00:03:37,504 Speaker 1: Just in case our listeners don't have any hippi friends, 62 00:03:37,784 --> 00:03:39,784 Speaker 1: what is doctor Bronner's soap? 63 00:03:40,384 --> 00:03:42,504 Speaker 2: Well, I don't think you need to have hippie friends 64 00:03:42,584 --> 00:03:44,944 Speaker 2: in order to know what doctor Bronner's soap. In fact, 65 00:03:45,504 --> 00:03:49,824 Speaker 2: Gwyneth Paltrow and Megan Markle are loyal patrons of the brand. 66 00:03:49,904 --> 00:03:54,904 Speaker 2: But Doctor Bronner's is a sort of iconic soap brand 67 00:03:55,344 --> 00:03:59,664 Speaker 2: that dates way back to the nineteen forties, founded by 68 00:03:59,704 --> 00:04:05,504 Speaker 2: doctor Emmanuel Bronner, and the original product was this extremely minty, powerful, 69 00:04:05,824 --> 00:04:09,624 Speaker 2: all natural, all purpose soap that was working on and 70 00:04:10,144 --> 00:04:11,304 Speaker 2: not toxic et cetera. 71 00:04:12,264 --> 00:04:16,144 Speaker 1: So the soap was created by this guy, Immanuel Bronner, 72 00:04:16,824 --> 00:04:17,784 Speaker 1: who was he. 73 00:04:19,184 --> 00:04:25,504 Speaker 2: So Emanuel Bronner is a truly eccentric German American entrepreneur 74 00:04:25,624 --> 00:04:30,384 Speaker 2: who came from a long line of soap makers in Germany, 75 00:04:30,504 --> 00:04:33,104 Speaker 2: and he emigrated to the United States in the late 76 00:04:33,224 --> 00:04:36,264 Speaker 2: nineteen twenties from Nazi Germany. 77 00:04:36,864 --> 00:04:39,184 Speaker 1: It wasn't Nazi Germany yet, right in the nineteen twenties. 78 00:04:39,344 --> 00:04:42,544 Speaker 2: Well no, I mean no, it wasn't. But his parents 79 00:04:42,624 --> 00:04:47,664 Speaker 2: were later killed in concentration camps, and he was very 80 00:04:47,704 --> 00:04:49,504 Speaker 2: impacted by World War Two. 81 00:04:49,584 --> 00:04:51,104 Speaker 1: Wait, so why do you leave? 82 00:04:51,344 --> 00:04:53,864 Speaker 2: I don't think that the family has too much history 83 00:04:53,864 --> 00:04:56,864 Speaker 2: on exactly why he left. He decamped for the United States. 84 00:04:56,904 --> 00:04:59,824 Speaker 2: I think, you know, with the same immigrant dreams that 85 00:04:59,864 --> 00:05:01,744 Speaker 2: a lot of people have of just you know, the 86 00:05:01,784 --> 00:05:02,504 Speaker 2: American dream. 87 00:05:02,704 --> 00:05:05,864 Speaker 1: Does he have dreams of building like a soap empire? 88 00:05:07,304 --> 00:05:07,544 Speaker 5: No? 89 00:05:07,784 --> 00:05:07,864 Speaker 1: Not. 90 00:05:08,024 --> 00:05:10,584 Speaker 2: Initially he came to the United States and he was 91 00:05:10,624 --> 00:05:14,584 Speaker 2: actually institutionalized in Chicago. 92 00:05:14,904 --> 00:05:17,984 Speaker 1: Yes, what could you do in the nineteen thirties that 93 00:05:18,024 --> 00:05:19,544 Speaker 1: could get you institutionalized? 94 00:05:19,864 --> 00:05:23,464 Speaker 2: I don't think that sort of like loudly screaming about 95 00:05:23,504 --> 00:05:27,104 Speaker 2: how you want to unite the human race. Really, it 96 00:05:27,184 --> 00:05:29,824 Speaker 2: must not have gone over too well back then. 97 00:05:30,664 --> 00:05:32,944 Speaker 1: He's like a manic street preachers. 98 00:05:33,024 --> 00:05:35,144 Speaker 2: Yeah, exactly, Uh huh. I think there were there were 99 00:05:35,144 --> 00:05:38,104 Speaker 2: certainly some elements of mania there. And also you know 100 00:05:38,144 --> 00:05:41,224 Speaker 2: he adopted the honorific doctor. He wasn't a real doctor. 101 00:05:41,824 --> 00:05:45,544 Speaker 1: Well, he's the whole doctor. Bronis is built on a lie. 102 00:05:45,584 --> 00:05:47,024 Speaker 1: He does not have a medical degree. 103 00:05:47,384 --> 00:05:48,824 Speaker 2: He does not have a medical degree. 104 00:05:48,864 --> 00:05:50,624 Speaker 1: No, he was why would you call yourself doctor? 105 00:05:51,784 --> 00:05:55,264 Speaker 2: Uh, that that would be what you would have to agree, 106 00:05:55,464 --> 00:06:00,504 Speaker 2: drop acid and ask his ghost why that's real? Reporting, Yeah, exactly, 107 00:06:00,744 --> 00:06:04,544 Speaker 2: And then he escaped the mental institution. He'd literally literally escaped, 108 00:06:04,624 --> 00:06:05,904 Speaker 2: literally escaped. 109 00:06:05,944 --> 00:06:07,824 Speaker 1: Like broke out of a window somewhere. 110 00:06:07,504 --> 00:06:09,784 Speaker 2: And uh yeah, literally escaped. 111 00:06:09,824 --> 00:06:12,024 Speaker 1: And then went back to madic street preaching of Guessie. 112 00:06:12,264 --> 00:06:15,624 Speaker 2: He went to southern California, where his ideas seemingly were 113 00:06:15,664 --> 00:06:19,144 Speaker 2: a little bit better received. He didn't want to have 114 00:06:19,224 --> 00:06:21,384 Speaker 2: a soap brand so much as he wanted to kind 115 00:06:21,384 --> 00:06:25,944 Speaker 2: of profess this idea about uniting the human race. So 116 00:06:25,984 --> 00:06:28,864 Speaker 2: he was like, Okay, I'll start making soap and then 117 00:06:28,904 --> 00:06:31,304 Speaker 2: I will print a label with all of my ideas 118 00:06:31,304 --> 00:06:32,704 Speaker 2: that people will be forced to read. 119 00:06:33,184 --> 00:06:36,224 Speaker 1: We have a clip of Emmanuel later in his life. 120 00:06:36,224 --> 00:06:41,304 Speaker 1: It's from this documentary Doctor Browner's Magic Soapbox. So he's 121 00:06:41,304 --> 00:06:44,864 Speaker 1: sitting shirtless by the pool in Florida. He looks like 122 00:06:45,064 --> 00:06:48,704 Speaker 1: he weighs eighty pounds and has never left the sun 123 00:06:49,184 --> 00:06:51,024 Speaker 1: in his life. Do you want to listen to that 124 00:06:51,064 --> 00:06:51,264 Speaker 1: with me? 125 00:06:51,864 --> 00:06:53,424 Speaker 2: Yeah? Absolutely, I would love to hear that. 126 00:06:54,264 --> 00:06:58,184 Speaker 4: I'm so mega master Chemists, Doctor Emmanuel H. Pranam. What 127 00:06:58,384 --> 00:07:01,064 Speaker 4: causes all the trouble and deserves the past two thousand 128 00:07:01,184 --> 00:07:04,984 Speaker 4: years is a lack of rabbis, a fight year of 129 00:07:05,064 --> 00:07:09,784 Speaker 4: rabbis to teach every twelve year old boy on God, Spice, Ship, Earth, Moral, ABC, 130 00:07:10,704 --> 00:07:14,184 Speaker 4: the outage, none, so life free. 131 00:07:14,304 --> 00:07:14,944 Speaker 1: I'm not sold. 132 00:07:17,024 --> 00:07:19,064 Speaker 2: You're not sold on the ideas or that doesn't make 133 00:07:19,064 --> 00:07:19,864 Speaker 2: you want to buy soap. 134 00:07:20,424 --> 00:07:22,864 Speaker 1: I might buy soap maybe, but I'm definitely not. Like 135 00:07:22,984 --> 00:07:25,024 Speaker 1: he's not gonna be my guru. I'm not going to 136 00:07:25,104 --> 00:07:25,824 Speaker 1: join that religion. 137 00:07:26,664 --> 00:07:29,264 Speaker 2: Right. People were skeptical of it, so they wouldn't. He 138 00:07:29,464 --> 00:07:33,144 Speaker 2: was giving away bottles of soap for free if they 139 00:07:33,184 --> 00:07:36,664 Speaker 2: came and watched him lecture in various auditoriums, and a 140 00:07:36,664 --> 00:07:38,864 Speaker 2: lot of people were showing up and taking their free 141 00:07:38,904 --> 00:07:42,424 Speaker 2: soap and leaving because they liked the soap better than 142 00:07:42,464 --> 00:07:43,984 Speaker 2: they liked what he was saying. 143 00:07:44,464 --> 00:07:47,544 Speaker 1: Can you explain what his religion or beliefs are. 144 00:07:49,064 --> 00:07:51,224 Speaker 2: At the end of the day, it sounds really convoluted 145 00:07:51,304 --> 00:07:55,664 Speaker 2: and complex, but if you boil it all down, it's extremely, 146 00:07:55,824 --> 00:07:59,464 Speaker 2: almost childlike in its simplicity, which is just that we 147 00:07:59,504 --> 00:08:02,824 Speaker 2: are all one human race and we're better together than 148 00:08:02,864 --> 00:08:04,104 Speaker 2: a part et cetera, et cetera. 149 00:08:04,384 --> 00:08:07,784 Speaker 1: Yeah, so all this stuff is written in tiny print 150 00:08:08,024 --> 00:08:11,904 Speaker 1: on every soap. Everyone seems to ignore the insanity on 151 00:08:11,984 --> 00:08:15,264 Speaker 1: the label and just pretend it's some kind of graphic design. 152 00:08:15,824 --> 00:08:18,104 Speaker 1: But the label that I read always talks about the 153 00:08:18,104 --> 00:08:21,384 Speaker 1: moral abcs, and because the designs so insane, I can't 154 00:08:21,424 --> 00:08:22,064 Speaker 1: figuret what they are. 155 00:08:23,144 --> 00:08:25,184 Speaker 2: Yeah, you know, I'm actually going to grab my bottle. 156 00:08:25,344 --> 00:08:28,184 Speaker 2: I haven't actually read the moral abcs in a while. 157 00:08:28,544 --> 00:08:31,184 Speaker 2: Now I'm realizing the moral abcs are not actually ABC's, 158 00:08:31,224 --> 00:08:33,864 Speaker 2: that it is a numbered list. For example, number. 159 00:08:33,824 --> 00:08:36,104 Speaker 1: The moral ABC's are not a B and C. 160 00:08:37,104 --> 00:08:39,344 Speaker 2: No, it's you know, it's a numbered list. 161 00:08:39,464 --> 00:08:41,344 Speaker 1: Why wouldn't it be the moral one? Two threes? 162 00:08:41,864 --> 00:08:44,264 Speaker 2: These are the tough questions that I could not get 163 00:08:44,304 --> 00:08:50,024 Speaker 2: to and in my reporting. But no, but number one 164 00:08:50,184 --> 00:08:52,784 Speaker 2: is if I'm not for me, who am I nobody? 165 00:08:53,624 --> 00:08:53,904 Speaker 1: Oh? 166 00:08:54,144 --> 00:08:56,464 Speaker 2: Number two yet, if I'm only for me? What am 167 00:08:56,544 --> 00:09:01,384 Speaker 2: I nothing? If not now then when once more, unless 168 00:09:01,624 --> 00:09:06,304 Speaker 2: constructive selfish, I work hard, perfecting first me. Absolutely nothing 169 00:09:06,344 --> 00:09:09,344 Speaker 2: can help perfect me. So you can see how it's 170 00:09:09,384 --> 00:09:11,064 Speaker 2: a little bit difficult to parse. 171 00:09:11,024 --> 00:09:13,944 Speaker 1: God even in the shower where you've got free times. 172 00:09:14,464 --> 00:09:15,264 Speaker 1: That's a tough reed. 173 00:09:15,624 --> 00:09:16,824 Speaker 2: It is a bit of a tough reed. 174 00:09:17,064 --> 00:09:21,424 Speaker 1: Yeah, but it becomes this incredibly successful number one natural 175 00:09:21,504 --> 00:09:23,224 Speaker 1: soap in America. How does that happen? 176 00:09:24,384 --> 00:09:28,344 Speaker 2: Yeah, it took off in the sixties in southern California 177 00:09:28,984 --> 00:09:31,144 Speaker 2: and on the East Coast as well. But like you know, 178 00:09:31,224 --> 00:09:35,424 Speaker 2: something about doctor Barner's messaging really resonated in that kind 179 00:09:35,424 --> 00:09:38,704 Speaker 2: of countercultural moment. And that was a time when there were, like, 180 00:09:38,744 --> 00:09:42,024 Speaker 2: you know, Trader Joe's was becoming a thing, Doctor Bragg's 181 00:09:42,064 --> 00:09:45,064 Speaker 2: apple cider vinegar was becoming popular. It was like the 182 00:09:45,184 --> 00:09:48,104 Speaker 2: natural health food boom, and I think doctor Barner's kind 183 00:09:48,104 --> 00:09:52,664 Speaker 2: of got lumped into that wave. It didn't quite explode 184 00:09:52,784 --> 00:09:57,184 Speaker 2: until Minuel Broner's two sons, and a few years later 185 00:09:57,224 --> 00:09:58,904 Speaker 2: his grandsons took over the company. 186 00:09:59,064 --> 00:10:03,064 Speaker 1: I'm realizing what a bad business plan selling soap to 187 00:10:03,224 --> 00:10:06,344 Speaker 1: hippies is. It's like selling Beard trimmers to hippies. 188 00:10:06,504 --> 00:10:08,184 Speaker 2: I totally agree with you. In the short term, it's 189 00:10:08,264 --> 00:10:10,584 Speaker 2: a very stupid, but I think in the long term 190 00:10:10,664 --> 00:10:14,104 Speaker 2: it actually was really smart because the hippies eventually kind 191 00:10:14,104 --> 00:10:16,864 Speaker 2: of grew up and they sort of went back into 192 00:10:17,064 --> 00:10:21,504 Speaker 2: normy culture, and you know, doctor Bronner's was the relic 193 00:10:21,944 --> 00:10:22,944 Speaker 2: from their hippie time. 194 00:10:23,264 --> 00:10:25,864 Speaker 1: Yeah, so tell me a little more about this second 195 00:10:25,864 --> 00:10:29,464 Speaker 1: generation of Bronner's after Emmanuel. Who are they? 196 00:10:29,904 --> 00:10:33,704 Speaker 2: Yeah, the second generation of Bronner's are Jim Bronner and 197 00:10:33,784 --> 00:10:38,304 Speaker 2: Ralph Bronner. Ralph was sort of the kooky marketing mind. 198 00:10:38,504 --> 00:10:41,464 Speaker 2: He would go around and just hand out, you know, 199 00:10:41,504 --> 00:10:43,224 Speaker 2: bottles of soap to people in the same way that 200 00:10:43,304 --> 00:10:45,984 Speaker 2: his father did. And then Jim was kind of the 201 00:10:46,104 --> 00:10:48,904 Speaker 2: rigorous chemist, mad scientist. 202 00:10:49,264 --> 00:10:52,064 Speaker 1: And did they believe in the ABC religion. 203 00:10:53,664 --> 00:10:56,024 Speaker 2: I think Ralph probably did more than Jim. I think 204 00:10:56,064 --> 00:10:58,624 Speaker 2: they were both wrestling with a lot of the bitterness 205 00:10:58,664 --> 00:11:01,624 Speaker 2: they were feeling towards their own childhood, you know, in 206 00:11:01,744 --> 00:11:05,984 Speaker 2: sort of proselytizing and spreading this message around the country 207 00:11:06,024 --> 00:11:09,744 Speaker 2: and developing the soap company. He abandoned his children when 208 00:11:09,744 --> 00:11:12,144 Speaker 2: they were young. They were all in the foster system. 209 00:11:12,624 --> 00:11:15,784 Speaker 2: It seems like they had some some serious blocks against 210 00:11:16,144 --> 00:11:18,864 Speaker 2: the ABC's and the messages on the label. 211 00:11:19,664 --> 00:11:21,344 Speaker 1: Have they passed away or are they still around? 212 00:11:21,344 --> 00:11:24,024 Speaker 2: Those two brothers, Yeah, they've both passed away. Jim died 213 00:11:24,064 --> 00:11:27,504 Speaker 2: in the late nineties of cancer and then that's when 214 00:11:27,504 --> 00:11:29,224 Speaker 2: his sons came in and took over. 215 00:11:31,264 --> 00:11:34,064 Speaker 1: When we come back, we'll go into the headquarters of 216 00:11:34,104 --> 00:11:37,664 Speaker 1: Doctor Browner Soap and find out it's gotten even weirder 217 00:11:37,704 --> 00:11:41,104 Speaker 1: than it first started. But first, our sales team is 218 00:11:41,144 --> 00:11:44,544 Speaker 1: going to sell you some concentrated cranberry juice pills for 219 00:11:44,624 --> 00:11:55,544 Speaker 1: your UTF. So, who's running Doctor Bronner's now? It's in 220 00:11:55,624 --> 00:11:56,784 Speaker 1: its third generation. 221 00:11:57,264 --> 00:12:01,344 Speaker 2: Yes, it's in its third generation. So the CEO of 222 00:12:01,384 --> 00:12:05,104 Speaker 2: the company is David Browner, who is the eldest grandson 223 00:12:05,344 --> 00:12:10,624 Speaker 2: of Emmanuel Browner. And then his young brother Michael is 224 00:12:10,664 --> 00:12:14,104 Speaker 2: also at the executive level, and their mother, Trudy is 225 00:12:14,224 --> 00:12:16,664 Speaker 2: the CFO. It's a real family affair. 226 00:12:17,064 --> 00:12:19,104 Speaker 1: The CEO David Bronner. 227 00:12:19,264 --> 00:12:22,504 Speaker 2: What's he like, Yeah, so he's about fifty. I think 228 00:12:22,704 --> 00:12:26,624 Speaker 2: you'll understand a lot about him by learning that CEO 229 00:12:26,744 --> 00:12:30,024 Speaker 2: does not stand for in his case, chief executive officer. 230 00:12:30,144 --> 00:12:32,384 Speaker 2: It is cosmic Engagement officer. 231 00:12:33,104 --> 00:12:35,304 Speaker 1: Is that literally on his IRS filings, like he has 232 00:12:35,344 --> 00:12:38,184 Speaker 1: to yes, yes, yes, yes, they must love that. 233 00:12:38,624 --> 00:12:42,544 Speaker 2: Yeah. David Bronner is a mad genius. He is a 234 00:12:43,024 --> 00:12:47,784 Speaker 2: enthusiast when it comes to psychedelic drugs and psychedelic experiences. 235 00:12:48,064 --> 00:12:50,544 Speaker 2: I would classify him as a hippie. He had like 236 00:12:50,584 --> 00:12:53,144 Speaker 2: a psychedelic awakening while he was a student at Harvard, 237 00:12:54,904 --> 00:12:57,144 Speaker 2: you know, started to learn all about drug reform and 238 00:12:57,224 --> 00:12:58,104 Speaker 2: criminal justice. 239 00:12:58,384 --> 00:13:00,704 Speaker 1: So this is some guy you you definitely knew while 240 00:13:00,704 --> 00:13:01,544 Speaker 1: you were in college. 241 00:13:01,744 --> 00:13:05,264 Speaker 2: Oh yeah, totally, totally. I knew many of these guys, 242 00:13:05,864 --> 00:13:08,784 Speaker 2: and it's always like you do you do anything with them, 243 00:13:09,144 --> 00:13:10,904 Speaker 2: hang out with them, and then like eventually you're just 244 00:13:10,984 --> 00:13:14,144 Speaker 2: kind of waiting for the conversation to circle back to 245 00:13:14,224 --> 00:13:18,224 Speaker 2: psychedelics and to be like, well, should we trip now, 246 00:13:18,264 --> 00:13:20,984 Speaker 2: And you're like, no, I have class in five minutes. 247 00:13:21,504 --> 00:13:23,744 Speaker 2: That's a little bit what David Bronner's is. But to 248 00:13:23,744 --> 00:13:26,904 Speaker 2: give him a little bit of credit, he did transform 249 00:13:26,984 --> 00:13:30,304 Speaker 2: his own interest in taking psychedelics and tripping. He did 250 00:13:30,344 --> 00:13:33,544 Speaker 2: the work of researching them, doing a lot of work 251 00:13:33,704 --> 00:13:37,824 Speaker 2: with veterans groups and with psychiatric groups about like their 252 00:13:37,904 --> 00:13:42,704 Speaker 2: therapeutic benefits and lobbying for them politically, which is a 253 00:13:42,784 --> 00:13:44,664 Speaker 2: huge part of doctor Bronner's today. 254 00:13:45,384 --> 00:13:49,064 Speaker 1: I remembers like ten years ago, the New York Times 255 00:13:49,104 --> 00:13:52,224 Speaker 1: had a picture on the front page which was David 256 00:13:52,264 --> 00:13:55,584 Speaker 1: Bronner in a cage in front of the White House 257 00:13:56,264 --> 00:13:59,304 Speaker 1: and he was protesting. I think it was just legalization 258 00:13:59,304 --> 00:14:02,264 Speaker 1: in marijuana. But the cops were like cutting the bars 259 00:14:02,264 --> 00:14:03,664 Speaker 1: of the cage to take him out of the rest 260 00:14:03,664 --> 00:14:03,944 Speaker 1: of them. 261 00:14:04,224 --> 00:14:07,344 Speaker 2: Yeah, he still does that, still does what. He still 262 00:14:07,344 --> 00:14:11,464 Speaker 2: protests the DEA for various precedd injustices. You know, I 263 00:14:11,464 --> 00:14:14,344 Speaker 2: think he would even admit that it's a little bit 264 00:14:14,384 --> 00:14:17,104 Speaker 2: of stunt marketing for doctor Bronner's. 265 00:14:17,384 --> 00:14:21,104 Speaker 1: And you said they are a pretty ethical company. Does 266 00:14:21,144 --> 00:14:23,224 Speaker 1: that apply to like how much they pay their workers 267 00:14:23,264 --> 00:14:23,624 Speaker 1: as well? 268 00:14:24,944 --> 00:14:28,304 Speaker 2: Yeah. So one really important thing they do that almost 269 00:14:28,424 --> 00:14:32,744 Speaker 2: no American corporations do is they have an executive salary cap. 270 00:14:32,984 --> 00:14:38,144 Speaker 2: Each executive can only make, I believe, at maximum five 271 00:14:38,264 --> 00:14:41,864 Speaker 2: times the amount that the lowest paid employee makes, so 272 00:14:41,904 --> 00:14:45,424 Speaker 2: it's it's capped at three hundred thousand dollars, which means 273 00:14:45,424 --> 00:14:49,024 Speaker 2: that the minimum lowest paid salary is sixty thousand dollars annually. 274 00:14:49,184 --> 00:14:53,104 Speaker 2: Plus really really really good healthcare and I think maybe 275 00:14:53,144 --> 00:14:56,624 Speaker 2: even some childcare benefits, really really good paid sick leave, 276 00:14:56,744 --> 00:15:00,824 Speaker 2: paid time off, free access to various types of therapy, 277 00:15:00,904 --> 00:15:05,184 Speaker 2: including ketamine therapy. You know, there's just like it is 278 00:15:05,344 --> 00:15:11,304 Speaker 2: very like modern tech corporation benefits and but for very 279 00:15:11,304 --> 00:15:13,744 Speaker 2: physical manufacturing jobs. 280 00:15:13,984 --> 00:15:16,024 Speaker 1: And one thing that I loved in your story was 281 00:15:16,064 --> 00:15:19,744 Speaker 1: that they fund a hotline for people to call if 282 00:15:19,744 --> 00:15:22,904 Speaker 1: they're having a bad trip. I didn't know that existed. 283 00:15:22,944 --> 00:15:23,744 Speaker 1: That's tremendous. 284 00:15:24,704 --> 00:15:27,464 Speaker 2: Yeah, no, they do. And they also I believe they 285 00:15:27,464 --> 00:15:29,264 Speaker 2: have a you know how in burning Man. I guess 286 00:15:29,304 --> 00:15:31,544 Speaker 2: there's like all these tents and kind of spaces you 287 00:15:31,584 --> 00:15:33,504 Speaker 2: can go to if you're having a bad experience. I 288 00:15:33,544 --> 00:15:36,424 Speaker 2: think they're involved with a lot of those too. They're 289 00:15:36,504 --> 00:15:41,344 Speaker 2: really invested in making sure people have have good psychedelic experiences. 290 00:15:42,544 --> 00:15:45,384 Speaker 1: I'm confused on their politics because they're also or their 291 00:15:45,464 --> 00:15:50,344 Speaker 1: mom is like a Christian kind of conservative, Reaganite kind 292 00:15:50,384 --> 00:15:51,384 Speaker 1: of person. 293 00:15:52,184 --> 00:15:55,264 Speaker 2: Yeah. Not only is their mom a Christian Conservative, their 294 00:15:55,344 --> 00:15:59,304 Speaker 2: brother in law Michael Milam, who is CEO, he is 295 00:15:59,344 --> 00:16:03,744 Speaker 2: also a Christian Conservative. And their grandfather, doctor Emanuel Browner, 296 00:16:03,784 --> 00:16:06,824 Speaker 2: was a Zionist. He was Jewish. But I think in 297 00:16:06,864 --> 00:16:11,304 Speaker 2: their minds, all of these kind of disparate impulses make 298 00:16:11,384 --> 00:16:14,984 Speaker 2: them sort of stronger and more humanistic because they're able 299 00:16:15,064 --> 00:16:20,024 Speaker 2: to reconcile all of them in the name of, you know, 300 00:16:20,624 --> 00:16:21,864 Speaker 2: their various causes. 301 00:16:22,424 --> 00:16:26,344 Speaker 1: So you went to their headquarters, which are like near 302 00:16:26,384 --> 00:16:28,384 Speaker 1: San Diego, right, Yeah. 303 00:16:28,144 --> 00:16:30,784 Speaker 2: They're in a town called Vista, California, which is about 304 00:16:31,704 --> 00:16:33,384 Speaker 2: twenty five minutes from San Diego. 305 00:16:33,744 --> 00:16:34,864 Speaker 1: What's what's the place like? 306 00:16:35,544 --> 00:16:37,984 Speaker 2: I don't know if you've ever seen a suburban corporate 307 00:16:38,024 --> 00:16:40,984 Speaker 2: office park, it's just like literally the most generic possible 308 00:16:41,024 --> 00:16:43,344 Speaker 2: thing you can imagine. And I was like, man, this 309 00:16:43,424 --> 00:16:45,824 Speaker 2: is so disappointing, like this is where, this is where 310 00:16:45,824 --> 00:16:48,464 Speaker 2: doctor Brown's is. But then I kind of as I 311 00:16:48,464 --> 00:16:51,424 Speaker 2: got closer and closer, I was like, oh, like, here's 312 00:16:51,544 --> 00:16:55,664 Speaker 2: this solar paneled parking lot with a zillion electric car chargers. 313 00:16:56,224 --> 00:16:59,184 Speaker 2: And then I heard music blasting and it was like 314 00:16:59,264 --> 00:17:02,424 Speaker 2: disco and funk coming from this fire truck. And there 315 00:17:02,464 --> 00:17:04,864 Speaker 2: was a group of maybe twelve or fifteen people in 316 00:17:04,984 --> 00:17:09,264 Speaker 2: kind of like overalls and kooky hats and blowing bubble 317 00:17:09,464 --> 00:17:12,864 Speaker 2: and smiling and waving at anyone who came through the 318 00:17:12,904 --> 00:17:14,784 Speaker 2: front door, and I was like, okay, so here, I 319 00:17:14,784 --> 00:17:18,024 Speaker 2: think I'm at the right place. So Doctor Browners has 320 00:17:18,104 --> 00:17:22,344 Speaker 2: a division called the Magic Film Experience, and so this 321 00:17:22,504 --> 00:17:25,304 Speaker 2: team of people are kind of they ride this fire 322 00:17:25,344 --> 00:17:28,184 Speaker 2: truck which is equipped with foam. They foam people at 323 00:17:28,224 --> 00:17:30,864 Speaker 2: pride parades, and they go to burning. 324 00:17:30,584 --> 00:17:31,664 Speaker 1: Man Or did you get phoned? 325 00:17:31,864 --> 00:17:32,024 Speaker 4: Ah? 326 00:17:32,104 --> 00:17:34,544 Speaker 2: Yes, I did more than getting phoned. I did a 327 00:17:34,544 --> 00:17:36,944 Speaker 2: lot of foaming, and I would I think I'd prefer 328 00:17:36,984 --> 00:17:39,304 Speaker 2: to foam other people than to be foamed. It's a 329 00:17:39,424 --> 00:17:40,464 Speaker 2: very powerful feeling. 330 00:17:40,984 --> 00:17:42,784 Speaker 1: Wow, you should talk to your therapist about that. 331 00:17:43,344 --> 00:17:46,864 Speaker 2: Yeah, right, right, there's some Freudian dynamics there. 332 00:17:46,904 --> 00:17:50,744 Speaker 1: But were they out there to greet you or are 333 00:17:50,744 --> 00:17:51,784 Speaker 1: they just normally out there? 334 00:17:53,144 --> 00:17:55,984 Speaker 2: So that the day that I went was the day 335 00:17:56,024 --> 00:17:59,264 Speaker 2: of a new employee onboarding, so they were there to 336 00:17:59,384 --> 00:18:00,944 Speaker 2: greet all of the new employees. 337 00:18:01,264 --> 00:18:04,224 Speaker 1: What is it like to be a new employee at 338 00:18:04,224 --> 00:18:05,384 Speaker 1: Doctor Browner's. 339 00:18:06,624 --> 00:18:10,424 Speaker 2: Most of these new employees they were like packaging specialists 340 00:18:10,464 --> 00:18:14,464 Speaker 2: and shipping and sales, and they were coming in and 341 00:18:14,504 --> 00:18:17,984 Speaker 2: being kind of sold this lifestyle. I have to imagine 342 00:18:18,064 --> 00:18:20,864 Speaker 2: it's a little bit of a trip for them to 343 00:18:20,944 --> 00:18:21,664 Speaker 2: get into that. 344 00:18:22,584 --> 00:18:25,064 Speaker 1: Right, because They're not like burning man people. They're people 345 00:18:25,104 --> 00:18:27,704 Speaker 1: that work at a factory. What are the people who 346 00:18:27,704 --> 00:18:28,184 Speaker 1: work there? 347 00:18:28,224 --> 00:18:32,224 Speaker 2: Like, Yeah, I mean San Diego has a large Catholic 348 00:18:32,584 --> 00:18:36,544 Speaker 2: Mexican American population, of course, so that's who most of 349 00:18:36,624 --> 00:18:37,624 Speaker 2: the new employees were. 350 00:18:38,184 --> 00:18:42,264 Speaker 1: So you're there on employee orientation day and who greeted 351 00:18:42,264 --> 00:18:44,624 Speaker 1: the employees? Like, who's running orientation? 352 00:18:45,904 --> 00:18:49,544 Speaker 2: The foamy homies? Who are the employees who make up 353 00:18:49,584 --> 00:18:50,904 Speaker 2: the Magic Foam Experience? 354 00:18:51,024 --> 00:18:51,984 Speaker 1: That's their full time job. 355 00:18:52,464 --> 00:18:56,944 Speaker 2: Yeah, as their full time job. They are vibe creators. 356 00:18:58,064 --> 00:19:01,384 Speaker 1: Wow, So they're blasted with foam And do they then 357 00:19:01,544 --> 00:19:04,024 Speaker 1: have like a normal first day experience or what's the 358 00:19:04,024 --> 00:19:04,984 Speaker 1: rest of their day? 359 00:19:05,064 --> 00:19:05,144 Speaker 3: Like? 360 00:19:06,184 --> 00:19:09,344 Speaker 2: Well, so it's several hours of initiation where in this 361 00:19:09,424 --> 00:19:13,144 Speaker 2: conference room with quotes from Emmanuel Bronner painted on the walls, 362 00:19:13,584 --> 00:19:17,584 Speaker 2: they get told the entire family history by David and 363 00:19:17,624 --> 00:19:21,704 Speaker 2: Michael Bronner and Trudy Bronner, their mom, and then they 364 00:19:21,784 --> 00:19:25,104 Speaker 2: are prompted to, you know, tell the group about themselves. 365 00:19:25,184 --> 00:19:28,744 Speaker 2: They performed their favorite dance and they were like talking 366 00:19:28,784 --> 00:19:31,504 Speaker 2: about their favorite sports and their you know, just just 367 00:19:31,544 --> 00:19:35,304 Speaker 2: sort of like this Kumbaya sharing circle. I was certainly 368 00:19:35,344 --> 00:19:38,264 Speaker 2: like good God, I really hope they do not make 369 00:19:38,384 --> 00:19:40,784 Speaker 2: me participated in these games. 370 00:19:40,784 --> 00:19:42,384 Speaker 1: You didn't have to do your favorite dance? 371 00:19:43,224 --> 00:19:45,024 Speaker 2: No, I don't. I think I would have left if 372 00:19:45,064 --> 00:19:46,424 Speaker 2: they if they had asked me to do that. 373 00:19:46,624 --> 00:19:47,744 Speaker 1: Do you have a favorite dance? 374 00:19:48,624 --> 00:19:51,064 Speaker 2: No, no, they don't. I don't think so. 375 00:19:51,384 --> 00:19:52,864 Speaker 1: Mine is one hundred percent of the Running Man. I 376 00:19:52,864 --> 00:19:54,424 Speaker 1: would have definitely broke out Running Man. 377 00:19:54,664 --> 00:19:58,304 Speaker 2: Okay, there was some running Man going on. People were 378 00:19:58,304 --> 00:20:01,464 Speaker 2: doing like the lawnmower or the sprinkler, the macarena. 379 00:20:01,624 --> 00:20:05,544 Speaker 1: Like you know, if you have a cosmic engagement officer 380 00:20:05,664 --> 00:20:08,544 Speaker 1: who's caging himself in front of the White House and 381 00:20:08,584 --> 00:20:12,424 Speaker 1: working out legalizing ketamine, how is this business so successful? 382 00:20:12,464 --> 00:20:15,584 Speaker 2: I think, like a all of this stuff is great marketing. 383 00:20:15,944 --> 00:20:18,864 Speaker 2: It has kept this level of kind of bemused attention 384 00:20:19,064 --> 00:20:22,024 Speaker 2: on Doctor Bronner's the company for a really long time. 385 00:20:22,624 --> 00:20:26,264 Speaker 2: And then everybody wants to seem like an ethical company 386 00:20:26,304 --> 00:20:29,224 Speaker 2: these days, and I think Doctor Bronner's was already so 387 00:20:29,304 --> 00:20:32,624 Speaker 2: far ahead in these ideas of what an ethical company 388 00:20:32,784 --> 00:20:35,864 Speaker 2: is that they were sort of there to catch that wave. 389 00:20:36,264 --> 00:20:38,784 Speaker 1: Did reporting the story give you hope for the future 390 00:20:38,784 --> 00:20:40,544 Speaker 1: of capitalism? 391 00:20:40,824 --> 00:20:42,504 Speaker 2: I mean it didn't give me hope for the future 392 00:20:42,504 --> 00:20:44,624 Speaker 2: of capitalism. But it did sort of open my eyes 393 00:20:44,664 --> 00:20:48,864 Speaker 2: to like, Okay, this is possible. You don't have to 394 00:20:48,944 --> 00:20:53,384 Speaker 2: have like corporate bonuses in excess of hundreds of millions 395 00:20:53,384 --> 00:20:55,584 Speaker 2: of dollars a year. Like people can like live really 396 00:20:55,624 --> 00:21:00,784 Speaker 2: well off of a fairly moderate income and actually free 397 00:21:00,904 --> 00:21:03,984 Speaker 2: up so much money for their employees to be happy 398 00:21:04,064 --> 00:21:05,424 Speaker 2: and make a good product. 399 00:21:05,264 --> 00:21:08,064 Speaker 1: Until the price of ketamine skyrockets, at which point David 400 00:21:08,104 --> 00:21:11,944 Speaker 1: rethinks this whole thing. Yeah right, Carrie Baton, you wrote 401 00:21:12,304 --> 00:21:15,944 Speaker 1: is Doctor Bronner's the Last Corporation with the soul for GQ, 402 00:21:16,224 --> 00:21:19,064 Speaker 1: and it's the story of the week. Thanks for coming on. 403 00:21:19,424 --> 00:21:21,064 Speaker 2: Thank you, Joel. I appreciate you. 404 00:21:21,424 --> 00:21:23,704 Speaker 1: Oh my god, did you learn that from Doctor Bronner's. 405 00:21:23,744 --> 00:21:24,504 Speaker 1: That's so great. 406 00:21:25,184 --> 00:21:25,424 Speaker 2: I know. 407 00:21:26,904 --> 00:21:31,544 Speaker 1: I appreciate you too. I've read James Joyce's Ulysses, I've 408 00:21:31,544 --> 00:21:35,504 Speaker 1: read Emmanuel cons a prolegoma to any future metaphysics, But 409 00:21:35,584 --> 00:21:39,424 Speaker 1: I've never read something as hard to understand as the 410 00:21:39,504 --> 00:21:43,864 Speaker 1: label on Doctor Bronner's eighteen and one Hemp peppermint pure 411 00:21:43,904 --> 00:21:47,304 Speaker 1: castile soap. First, let me inform you that the label 412 00:21:47,424 --> 00:21:52,944 Speaker 1: clearly lists ten, not eighteen uses really ten. It name 413 00:21:53,024 --> 00:22:01,144 Speaker 1: checks Jesus, Hallel, Mohammed, Confucius, spaceships, and many many times 414 00:22:01,624 --> 00:22:06,304 Speaker 1: Thomas Paine. It also espouses a really unique form of 415 00:22:06,344 --> 00:22:10,464 Speaker 1: birth control which apparently works like this, and I quote 416 00:22:11,464 --> 00:22:17,544 Speaker 1: apply vasoline, oil, butter or cream, insert teaspoon, juicy lemon 417 00:22:17,624 --> 00:22:21,864 Speaker 1: pulp pH two. God's Law prevents conception one hundred percent 418 00:22:21,984 --> 00:22:27,144 Speaker 1: below pH three. Next day douche with court soapy water, 419 00:22:27,904 --> 00:22:34,024 Speaker 1: pH eight restoring pH five balance God made we officially 420 00:22:34,064 --> 00:22:37,464 Speaker 1: at the podcast recommend using a condom. Oh and one 421 00:22:37,544 --> 00:22:41,064 Speaker 1: other part that seems crucially important is covered by large 422 00:22:41,184 --> 00:22:45,744 Speaker 1: texts that says thirty two fluid ounces nine hundred and 423 00:22:45,744 --> 00:22:49,824 Speaker 1: forty six mili liters and yes, the whole time I've 424 00:22:49,824 --> 00:22:52,384 Speaker 1: been reading this, I've been completely naked. 425 00:22:55,184 --> 00:22:58,384 Speaker 5: At the end of the show, what's next for joel Stein? 426 00:22:58,544 --> 00:23:01,664 Speaker 5: Maybe you'll take a naper poker round online. 427 00:23:02,264 --> 00:23:05,424 Speaker 1: Our show Today was produced by Joey fish Ground, Kate 428 00:23:05,504 --> 00:23:10,104 Speaker 1: McAuliffe and Nishavenkat. It was edited by Lydia g Our 429 00:23:10,144 --> 00:23:13,984 Speaker 1: engineer is a Manda ky Wang and our executive producer 430 00:23:14,104 --> 00:23:17,784 Speaker 1: is Catherine Shira Dau And our theme song was written 431 00:23:17,784 --> 00:23:21,104 Speaker 1: and performed by Jonathan Colton and a special thanks to 432 00:23:21,144 --> 00:23:25,464 Speaker 1: my voice coach Vicky Merrick and my consulting producer Laurence Alasnik. 433 00:23:25,864 --> 00:23:29,384 Speaker 1: To find more Pushkin podcasts, listen on the iHeartRadio app, 434 00:23:29,664 --> 00:23:33,464 Speaker 1: Apple Podcasts, or wherever you listen to your podcasts. I'm 435 00:23:33,544 --> 00:23:35,824 Speaker 1: Joel Stein and this is the story of the week. 436 00:23:36,584 --> 00:23:39,424 Speaker 2: Doesn't that peppermint soap seem like it's killing germs? 437 00:23:40,784 --> 00:23:43,664 Speaker 1: It's killing more than germs. My wife's ob gyn told 438 00:23:43,664 --> 00:23:45,064 Speaker 1: me I had to stop using it because it could 439 00:23:45,104 --> 00:23:45,824 Speaker 1: cause you t eyes. 440 00:23:47,784 --> 00:23:49,184 Speaker 2: That's good to know. I didn't know that. 441 00:23:49,424 --> 00:23:51,504 Speaker 1: I don't know if that's true, but that's what she said. 442 00:23:51,824 --> 00:23:54,024 Speaker 2: Maybe your wife's ob gyn is in the pocket of 443 00:23:54,064 --> 00:23:54,584 Speaker 2: Big Dove.