Speaker 1: I remember my dad saying, Martha, you know, save these seeds.
Speaker 1: He said, Remember the Pharaohs, they put seeds in their
Speaker 1: pyramids and their tombs, and seeds don't get old. And
Speaker 1: I love the idea of being able to regrow something
Speaker 1: that has been destroyed. Hello, everybody, this is Martha Stewart
Speaker 1: and it is the Martha Stewart Podcast. Today I have
Speaker 1: the pleasure of speaking rather informally to two friends, two
Speaker 1: friends with whom I have worked for quite a few years.
Speaker 1: They're fun, they are very smart, they are very energetic,
Speaker 1: and they travel the world doing their thing. What is
Speaker 1: their thing? Well, we're going to learn what their thing is.
Speaker 1: Joe Batrillo has spent his entire career in marketing and
Speaker 1: advertising partnerships, on both the ad agency side as well
Speaker 1: as the media side. Joe worked for me for over
Speaker 1: eleven years selling advertising at Martha Stewart Living Omnimedia. He
Speaker 1: is currently the co founder of a new pet startup
Speaker 1: called wolf World. That's wuf. Clint Missimura is also comes
Speaker 1: from marketing and partnership background. He is the co founder
Speaker 1: and CEO of wolf World. Prior to launching wolf he
Speaker 1: helped lead the marketing partnerships for the Grammys. He co
Speaker 1: founded an invitation only dinner series called Storytellers, which was
Speaker 1: attended by some leading business executives and Hollywood influencers. He
Speaker 1: also worked for Mike Milkin at the Milken Institute. Joe
Speaker 1: and Clint are joining me today at Newsstand Studios in
Speaker 1: New York City. Welcome to my podcast, guys. It's really
Speaker 1: nice to see you again. I get to see Joe
Speaker 1: and Clint quite often. Actually during the year, we've worked
Speaker 1: on so many projects together. And let's talk about Wolf,
Speaker 1: because that is what you are, folksocused on now. Just recently,
Speaker 1: Joe and Clint hosted an amazing event in New York City.
Speaker 1: I had no idea when I accepted the invitation to attend.
Speaker 1: I had no idea what a big event it was
Speaker 1: actually going to be. And so tell us about Wolf.
Speaker 2: Wu F Yeah, and the WUF stands for with you Forever.
Speaker 2: And on an abstract level, you know, our animals really
Speaker 2: are with us forever, even after they're gone because of
Speaker 2: the values. And I know you're a huge animal animal lover,
Speaker 2: and they just make so much contributions during the time
Speaker 2: that they're here.
Speaker 3: So Joe and I are really building a.
Speaker 2: Platform to connect the animal lovers across the planet. And yeah,
Speaker 2: we're just getting started. But the event that you came
Speaker 2: to was our efforts to create more pet consciousness in
Speaker 2: corporate America. People are really struggling. And so after the pandemic,
Speaker 2: Joe and I ended up hosting some events in LA
Speaker 2: and we had over twenty thousand people come out with
Speaker 2: no paid marketing, and so one of the things pulling
Speaker 2: our community that we were asking is what do you
Speaker 2: guys want to see? And they were saying, we want
Speaker 2: more pet benefits in corporate America. And so there's twice
Speaker 2: as many pets living in American households than children. Our
Speaker 2: pets save US almost twenty three billion dollars a year
Speaker 2: in annual human health care savings cost. But unlike benefits
Speaker 2: for children, or for spouses or for elderly parents, there's
Speaker 2: really not a lot of traditional benefits for pets. And
Speaker 2: so that's one of the many things that we're in
Speaker 2: the process of doing, getting companies to think beyond whether
Speaker 2: or not they can physically have animals on site.
Speaker 3: That's not the point.
Speaker 2: I think only ten percent of businesses are actually set
Speaker 2: up to physically allow animals on site. But there's a
Speaker 2: range of other things that companies can do to show
Speaker 2: their employees that they value what they value, and so
Speaker 2: that's things like pet insurance, bereavement days, volunteer opportunities, gotcha days,
Speaker 2: and so you know, subsidized nutrition, subsidized daycare, vet care,
Speaker 2: and the list goes on and on. So that's really
Speaker 2: what Joe and ire and for is just building this movement.
Speaker 1: Well, what I think about about wolf comes at a
Speaker 1: really opportune time because of the pandemic YEP. During the pandemic,
Speaker 1: everybody got a pet. The adoption of agencies were pretty
Speaker 1: empty of animals because everybody went to the pound to
Speaker 1: get a dog or to get a cat. And now,
Speaker 1: after the pandemic, guess what problem. We have a major
Speaker 1: problem of too many unwanted pets. So what are you
Speaker 1: doing about that.
Speaker 2: Well, one of the partner organizations we have is called
Speaker 2: Best Friends and the Best Friend's Animal Society, and I
Speaker 2: encourage everyone to go check that out. But they're actually
Speaker 2: turning the whole country no kill by the end of
Speaker 2: twenty twenty five because when these pets are in the shelters,
Speaker 2: a lot of them, unfortunately will get euthanized if they
Speaker 2: don't have a home.
Speaker 4: And so what was the stat was at seventeen million,
Speaker 4: so in nineteen eighty four, and Julie Castle is their CEO. Martha,
Speaker 4: I would love to have her. She's just a remarkable force.
Speaker 4: And so there is some optimism here that in nineteen
Speaker 4: eighty four there were seventeen million animals euthanize and now
Speaker 4: it's around three hundred and eight, three hundred thousand, so
Speaker 4: not great.
Speaker 1: But we're still eighty thousand animals, are you saying?
Speaker 4: Yes? But we're going in the right direction. And that's
Speaker 4: the thing, like when we talk about these things they
Speaker 4: are sometimes hard to talk about. You find solutions. And
Speaker 4: I like what you said earlier, like where what if
Speaker 4: we had all the young people in the world, like
Speaker 4: your amazing grandkids, just starting to think, like, can elderly
Speaker 4: people who are very lonely volunteer at these filters? Can
Speaker 4: it's really fostering. You're gonna hear a lot more about
Speaker 4: fostering where you may not be able to take on
Speaker 4: another animal. Martha has like too many a count, but
Speaker 4: you know you can foster.
Speaker 1: And I'm adopting two cats on sunday.
Speaker 4: Yah yes, okay, fantastic.
Speaker 3: And you've just got a new puppy and I just
Speaker 3: got a new puppy.
Speaker 1: Yeah, but that was not an adoption. But but the
Speaker 1: cats are adoption.
Speaker 4: Okay, that's awesome, Martha. So and you know what, one
Speaker 4: of your you know who, it's one of our former colleagues,
Speaker 4: is in the space Tusue works for ASPCA, Liz ESTROPI believe.
Speaker 1: Oh, yes, So there's just.
Speaker 4: Amazing, amazing organization ASPCA best friends. We're just as a country,
Speaker 4: like things sometimes look bad and that number is not great,
Speaker 4: but we're moving in the right direction.
Speaker 1: So what's been the results of that gathering that you
Speaker 1: had any.
Speaker 2: Oh, it's been phenomenal. I mean, there were too many
Speaker 2: brand executives to count on this podcast that we're in
Speaker 2: the room. But I think what what for me has
Speaker 2: been really exciting is just the receptivity to it. You know,
Speaker 2: these brand leaders, you know, are always looking at how
Speaker 2: do we attract, engage and retain talent in a competitive
Speaker 2: labor market. So we've had a lot of folks reaching
Speaker 2: out asking us to come and consult for them, you know,
Speaker 2: help them kind of create systems and structures we're rolling
Speaker 2: out very soon in accreditation to actually recognize the companies
Speaker 2: that are doing great work. And so that was one
Speaker 2: event of four we're hosting this year. In two weeks
Speaker 2: will actually be hosting a similar event in Los Angeles,
Speaker 2: and September we'll be hosting an event Nashville and then
Speaker 2: and see it. We'll be in Seattle in October. So
Speaker 2: we're building the movement through events, through curated events, through content,
Speaker 2: through accreditation, and ultimately throughout.
Speaker 1: And what are the major companies involved in your in
Speaker 1: Wolf at the present time.
Speaker 4: Well, I'd love to just the happenstance that we're in
Speaker 4: Rock Center. NBC Universal is doing amazing things for animals.
Speaker 4: And I think you met the Atlas. So remember meeting Atlas.
Speaker 4: He's so so you cannot have dogs inside of thirty Rock,
Speaker 4: and I don't. I think we all agree. It's so
Speaker 4: beautiful that you know, maybe someday they're going to kind
Speaker 4: of build new architecture. But most companies, like QLINT said,
Speaker 4: cannot have pets on site. So what they're chief human
Speaker 4: resources Officer Vicky Williams does is she works with guide
Speaker 4: dogs for the blind, and so Atlas is training to
Speaker 4: be a guide dog. So we just think that's amazing.
Speaker 4: And he makes his rounds to all the employees, so
Speaker 4: that's something like we can't wait to see how we
Speaker 4: can collaborate with them. Oh great.
Speaker 1: I've known Joe, as I said, for nearly twenty years,
Speaker 1: and I have worked with him to create unique marketing projects. Well,
Speaker 1: you helped develop a program for Martha Stewart Living called
Speaker 1: American Maid, which we still think of as one of
Speaker 1: the one of the foremost programs in America because what
Speaker 1: we were doing was highlighting what was created and made
Speaker 1: and developed and promoted in America and mostly young makers,
Speaker 1: people who were entrepreneurial, and this was just an incredible
Speaker 1: opportunity to really focus on things made in America. That's right,
Speaker 1: and that was I love that program so much and
Speaker 1: we still have a seal now you know, a good thing, seal.
Speaker 1: But it really reminds me so much of American Made,
Speaker 1: and we brought it to life in the magazine with
Speaker 1: wonderful articles, and so many friends had been made through
Speaker 1: that program. Well, Clint, tell me a little bit about
Speaker 1: your background and how you met Joe and eventually how.
Speaker 3: You met me. Yeah.
Speaker 2: Well, first of all, it's great to be here, Martha,
Speaker 2: so thank you for having us. Let's see, I grew
Speaker 2: up in Indiana, in a small town, and I went
Speaker 2: to I did my undergraduate at Pretty University, and when
Speaker 2: I graduated, I wasn't really sure what I wanted to do.
Speaker 2: And I had met my senior year of college, i'd
Speaker 2: met a gentleman who turned out to become one of
Speaker 2: my best friends. And he was from Australia, and he
Speaker 2: told me about these programs I have in Commonwealth countries
Speaker 2: called gap year. And I hadn't done a lot of
Speaker 2: traveling up to that time, but I wasn't sure what
Speaker 2: I wanted to do, and so I took kind of
Speaker 2: a gap decade in my twenties, a gap decade, and
Speaker 2: I was working, though I was working, and I was studying,
Speaker 2: and I went back to school for to do my
Speaker 2: master's in geopolitics and economics. But I learned so many
Speaker 2: different things while I was traveling, and I really just
Speaker 2: learned that we're all all after the same things, and
Speaker 2: we're all all united and connected, and so it's inspired
Speaker 2: me to launch my own business. I was actually living
Speaker 2: in Siberia. I don't know if you've been to Siberia,
Speaker 2: but I moved from Siberia to Los Angeles and so yeah,
Speaker 2: over that span, you know, I'd traveled probably around one
Speaker 2: hundred country He's on a shoe string budget, and I
Speaker 2: learned a lot about myself and about you know, what
Speaker 2: I valued and and so yeah, I ended up moving
Speaker 2: out to l A twelve years ago and took a
Speaker 2: job for Mike Milkin at the Milk and Institute.
Speaker 1: And what did you do for Mike?
Speaker 3: So we he had the Global Conference? Had you have you?
Speaker 2: Yeah, yeah, it's quite an affair, yea. It's one of
Speaker 2: the largest conveniences of capital on the planet. And so
Speaker 2: I helped put on the Global Conference. I also helped
Speaker 2: introduce a new program. I'd spent a lot of time
Speaker 2: in Africa, and so we hadn't had any you know,
Speaker 2: African programming or anything in depth. So I started and
Speaker 2: ran the African programming for the Milk and Institute.
Speaker 1: That's that's impressive.
Speaker 3: Yeah, it was a it was.
Speaker 2: A great time, and I'm still living in LA I
Speaker 2: kind of switched industries and ended up, as you said,
Speaker 2: going into entertainment and was at the Grammys.
Speaker 1: Did you have a lot of one on one with Mike?
Speaker 2: I had some you know, he was, as you can imagine,
Speaker 2: a very busy guy. And he's you know, always always traveling.
Speaker 2: And but I have to tell you, like he was
Speaker 2: always the smartest guy in them for sure.
Speaker 1: Well, yeah, he's Mike Milkan was known as the junk
Speaker 1: bond King, and he worked very feverishly and well in
Speaker 1: the finance world in New York City until he was
Speaker 1: accused of something and imprisoned for And I always thought,
Speaker 1: what an unfair sentence for a genius like Mike Milkin.
Speaker 2: I mean, he.
Speaker 1: Is known as a financial genius. I thought, why couldn't
Speaker 1: they just set him, give him a job of solving
Speaker 1: the Third world debt? Wouldn't that have been a good
Speaker 1: job for a great job for him, And instead of
Speaker 1: wasting those years of his life in a stupid jail,
Speaker 1: put him put him to work solving debt. Yeah, that's
Speaker 1: his expertise. Yeah, I mean, raising capital, solving solving problems,
Speaker 1: real serious problems.
Speaker 2: Yeah, and he's very good at it. In fact, anything
Speaker 2: he does he's been very good at. I don't know
Speaker 2: if you know this, but he's also the I believe
Speaker 2: the largest private financierer of prospers at cancer research.
Speaker 1: Oh, I worked for that organization with him. He always
Speaker 1: had his conference, his annual conferences coming up in Las Vegas.
Speaker 1: It was always in Las Vegas, and I was asked
Speaker 1: by Mike to come to Las Vegas and to take
Speaker 1: care of the wives of all the men attendees. So
Speaker 1: I created all kinds of fabulous programs with Hannah Millman
Speaker 1: and our craft department at Martha Stewart Living, and we
Speaker 1: did We showed them how to do everything, how to
Speaker 1: make flower arrangements, how to do this, how to do that,
Speaker 1: everything the Living magazine. No, it was so much fun.
Speaker 1: We had a lot of fun.
Speaker 2: And then yeah, I met Joe in twenty seventeen. I
Speaker 2: was curating a dinner series in La called Storytellers, as
Speaker 2: you mentioned, and it was really interviewing individuals who were
Speaker 2: driving change or inspiring culture. You've actually met me me
Speaker 2: Kim because she was at the Seed Ball and now
Speaker 2: we're going to talk about that. But she was generous
Speaker 2: enough to open up her home, which was the Charles
Speaker 2: Tooberman Estate in La He's the same guy that built
Speaker 2: Hollywood Bowl and Chinese Theater, and so yeah, we would
Speaker 2: interview people like David Lynch and you know, Jane Fonda
Speaker 2: and Moby and I mean we just had at dinners
Speaker 2: at dinners, and each dinner we would have a call
Speaker 2: to action. And the dinner that Joe came to, we
Speaker 2: were interviewing Marie Haga, who runs the Global Seed Vault,
Speaker 2: which I know we're going to talk about.
Speaker 1: Well, let's talk about that now, because that's when I
Speaker 1: really got to know what you guys were up to
Speaker 1: the Seed Vault. Tell us Joe, what the Seed Vault is.
Speaker 4: Well, it's a fascinating place in the farthest Clint helped
Speaker 4: me out. I'm the four hundred miles south of the
Speaker 4: North Ball, yes, and.
Speaker 1: That was the closest I got to Siberia was the
Speaker 1: Seed Vault in Salbard, Norway.
Speaker 4: Yeah, which is a really special place. It's beautiful and
Speaker 4: if you go on Google and type in the Global
Speaker 4: Seed Vault, I mean, it's really architecturally stunning. It looks
Speaker 4: like a shard coming out of the snow, and so
Speaker 4: very few people have gotten to go inside, and so
Speaker 4: I had just recently recently even been a of it.
Speaker 4: And it's one of these things in life like once
Speaker 4: something's on your radar, you'd even know your passionate about seeds,
Speaker 4: and so all of a sudden, I'm like, this is
Speaker 4: cool because it's we love food. Obviously you're a big
Speaker 4: food lover. And to know that the whole world, pretty
Speaker 4: much even North Korea, thinks that this seed Vault is
Speaker 4: a good idea.
Speaker 2: But the one fact that Marie had shared at dinner
Speaker 2: and I think inspired the whole trip and definitely inspired
Speaker 2: the Vault, because you also know Carrie Fowler.
Speaker 3: Oh yes, yeah, but it was that ninety three percent.
Speaker 2: Of our crops have gone of our crop diversity has
Speaker 2: gone extinct in the last hundred years. It's this sort
Speaker 2: of epidemic that no one's talking to.
Speaker 1: So the Seed Vault actually every country that wants to
Speaker 1: can give the essential seeds of that country's crops. So
Speaker 1: say Nigeria grows corn and rice, and they give the
Speaker 1: essential different varieties of seed to the Seed Vault to
Speaker 1: protect those from extinction. And then if there's there is
Speaker 1: something of natural disaster and Nigeria's flooded, say, and the
Speaker 1: seeds are all destroyed in Nigeria, then when this floods receed,
Speaker 1: they can go to the Seed Vault and get their
Speaker 1: same seeds out of the vault and replant.
Speaker 4: That's the whole idea of the seed vault. And it's
Speaker 4: so deep because it's called the crop trust. So there
Speaker 4: is a trust. It's no different like you trust that
Speaker 4: the that they're secure. You're trusting the other countries that
Speaker 4: are storing the seeds. There's safe, it's safe, it's it's deep.
Speaker 4: It's something out of a James Bond.
Speaker 1: Well, they also figured that these seeds have to be
Speaker 1: in a place where they will stay cold. That's right,
Speaker 1: they will. It's almost it is a refrigerator basically, or
Speaker 1: a freezer, and they will be protected from the elements
Speaker 1: and nothing can ever happen to them. And seeds last
Speaker 1: for millions of years. Actually they can if they're well,
Speaker 1: if they're well stored. So that was the whole idea
Speaker 1: of the seed vault. I remember my dad saying, Martha,
Speaker 1: you know, save these seeds. He said, remember the Pharaohs,
Speaker 1: they put seeds in their and their pyramids and their tombs,
Speaker 1: and seeds don't get old.
Speaker 4: That's right, you know.
Speaker 1: And and I love the idea of being able to
Speaker 1: regrow something that has been destroyed.
Speaker 4: Absolutely, And that's what if I could suggest your listeners,
Speaker 4: if you go on. There's a YouTube that go pro did.
Speaker 4: That's the video that Marie showed at your dinner. In
Speaker 4: that and Martha knows, I'm not afraid to a mote
Speaker 4: and have a tier. I was teared up because I
Speaker 4: wasn't present to just what's going on when you think
Speaker 4: in our country all the Martha, when you think of
Speaker 4: how many more apples there should be here, all the
Speaker 4: varieties that aren't. Just as someone who loves food, it's
Speaker 4: just curious, right. But the good news is they find
Speaker 4: some of these that they thought. They're seed hunters out
Speaker 4: there that find the seeds and then you could be
Speaker 4: eating lettuce from like the eighteen hundreds that we thought
Speaker 4: was extinct. So it's very exciting.
Speaker 1: Oh it is. It's very exciting. So that's one program
Speaker 1: that you got very involved with it. We had how
Speaker 1: many people came on that train.
Speaker 2: We had I think around forty people. It was Leading
Speaker 2: Eggs executive's talent.
Speaker 4: And Sophia Bush, Minka Kelly, Yeah, and great.
Speaker 3: Time it was.
Speaker 2: So what was your first impression going into the vault?
Speaker 2: Was it what you were expecting?
Speaker 1: Well, it's just like a gigantic security vault where you
Speaker 1: would keep your diamonds, but instead there were seeds, which
Speaker 1: are even more a lot more important than diamonds. That's true,
Speaker 1: but that's what that was. So and now with global warming,
Speaker 1: I hear that they are thinking of even moving the
Speaker 1: vault further north.
Speaker 3: Well, they had some melting issues.
Speaker 2: Few, Yeah, no one was expecting the climate to heat
Speaker 2: this quickly when they built it.
Speaker 1: Anyways, Well, anyways, so it's an extraordinary undertaking and so
Speaker 1: great that you have popularized it.
Speaker 2: So why do well out of that trip? And Martha,
Speaker 2: once you said yes, we were able to really accelerate.
Speaker 2: Joe and I put that together in probably two months,
Speaker 2: so it happened very quickly. But they raised and got
Speaker 2: some grants and raised a lot of money to support
Speaker 2: their important efforts.
Speaker 4: Out of that trip, do your fans are out.
Speaker 1: We're in a glass in shoe box in Rocket Pillar
Speaker 1: Center and people are walking by taking pictures and screaming.
Speaker 1: So what other brands have you worked with and promoted
Speaker 1: in such an important way?
Speaker 4: Remember when we don't have that crazy space downtown anymore.
Speaker 4: But you visit us in LA when the Super Bowl
Speaker 4: was going on, and we hosted a Super Bowl brunch
Speaker 4: and Martha was a referee, and we had a sandwich
Speaker 4: making competition, and so the Kroger Corporation sponsored that. And
Speaker 4: here's a stat that I don't know if you remember this,
Speaker 4: but Martha there there's more money spent on food during
Speaker 4: Super Bowl than Thanksgiving. Did I get that right? We're
Speaker 4: almost right. So we're like, it's a national holiday that
Speaker 4: we all love and celebrate. You go to the Super
Speaker 4: Bowl every year, and we're just thinking, how can we
Speaker 4: do something fun and raise awareness because you know, in
Speaker 4: Los Angeles we have you know, the in house that
Speaker 4: we want to take care of, and so out of
Speaker 4: that runch, I think we raise one hundred fifty thousand dollars.
Speaker 1: So that's so great. And so your your commitment of
Speaker 1: environmental and educational values, how do you translate that into
Speaker 1: a real business. How do you guys make a living?
Speaker 2: Well? Yeah, I mean Joe and I like to say
Speaker 2: that we're at the intersection of impact, storytelling and hospitality. So,
Speaker 2: you know, I think it's just finding something that the
Speaker 2: market size is big enough that you know you can
Speaker 2: you can have a number of different paths to financial outcomes.
Speaker 2: The pet category is for us just been exceptional because
Speaker 2: it's now about a half. It's going to be about
Speaker 2: a half a trillion dollar market and we're approaching it
Speaker 2: really from the human health and well being standpoint. So
Speaker 2: that's really when we're thinking about opportunities. We just look
Speaker 2: for the market size, and we also look for what
Speaker 2: we're passionate about.
Speaker 1: I see. And so now, how does Tito's, for example,
Speaker 1: come into this.
Speaker 4: That's a great question, and it kind of is how
Speaker 4: we love to work because there's a Martha element to it.
Speaker 4: Do you remember when I called you and said, hey,
Speaker 4: Tito's has a really fun idea. And actually the chief
Speaker 4: marketing officer's brother works for us at Wolf and so
Speaker 4: we were because they have this amazing program called Vodka
Speaker 4: for Dog People. Okay, so they would come to our events.
Speaker 4: We actually built a speakeasy and I don't think you
Speaker 4: have to see our bark easy. We had a in
Speaker 4: that crazy loss and all the dogs knew a secret
Speaker 4: bar that became kind of legendary in Los Angeles.
Speaker 1: And are you in touch with Sketchers?
Speaker 4: Well, you get us. We love them so much more so.
Speaker 1: Have you've been down to their often beach, Yes?
Speaker 4: Yeah, and their founders.
Speaker 1: Headquarters there for their pet for their pet business.
Speaker 4: We are huge fans, huge fans, so we'd love.
Speaker 1: You have to get them involved with your with your wolf.
Speaker 2: Well, we want to do we want to do community
Speaker 2: dog walks. So imagine Sketchers being involved in that.
Speaker 1: Oh yeah, right there in Manhattan Beach, the whole boardwalk there.
Speaker 4: What a fun partnership that is with you. Like, that's
Speaker 4: another thing. It's fun to kind of hear. What when
Speaker 4: people know that we work with you? What they say?
Speaker 4: And they say Sketchers a lot. And not only are
Speaker 4: the ads fun, but people love the product.
Speaker 1: Yeah. Indeed, so you and I have worked with Cheeto's,
Speaker 1: We have worked with that went viral dry January.
Speaker 4: Wasn't that great?
Speaker 3: Hysterically everyone has to see that check that video.
Speaker 1: And uh and yet and this is the This is
Speaker 1: a family owned.
Speaker 4: Company, yes, one one shareholder.
Speaker 1: Vodka made out of corn. And it's a strange thing
Speaker 1: that I think is the only popular vodka made out
Speaker 1: of corn. Everything else made. Amazing company.
Speaker 3: Amazing company.
Speaker 4: If you if we go to Austin together, it would
Speaker 4: be fun to go to visit them. This isn't Tito's
Speaker 4: last name Beverette.
Speaker 1: It is.
Speaker 4: Yeah, I mean someday we'd love to meet him by that.
Speaker 1: So my favorite, if I can choose a favorite of
Speaker 1: all my commitments so with with you is Pretty Litter.
Speaker 4: Oh my gosh, that's a good one.
Speaker 1: Yeah.
Speaker 4: What a great founder, right, Oh yes, Daniel Rotman.
Speaker 1: Daniel Rotman founded this amazing company called Pretty Litter, which
Speaker 1: manufactures a litter that is lightweight, It is odorless, it
Speaker 1: is dust free. It uh it actually stains with the
Speaker 1: dogs urine different colors. If there is a problem with
Speaker 1: with this, an illness in the dog, acid or alkaline.
Speaker 4: Me he should do something for dogs because some dogs
Speaker 4: can be literature.
Speaker 1: Well, he's probably doing pepe pads.
Speaker 4: That's a great idea.
Speaker 1: But he's recently sold his business to Mars.
Speaker 3: We do a lot of stuff with Mars.
Speaker 1: Yeah.
Speaker 4: Great, such a good guy.
Speaker 1: Well, he's a very big entrepreneurial, thoughtful creator of business.
Speaker 4: And it's like the thing what's interesting is not that
Speaker 4: long ago he was a scrappy start up with a
Speaker 4: handful of employees and he came on my radar and
Speaker 4: I just wanted to visit him because he had he
Speaker 4: allowed cats in the office. He might have been the
Speaker 4: first company that allowed cats in the office.
Speaker 1: Yeah. Well, the whole program with Pretty Litter was really,
Speaker 1: really good.
Speaker 4: Well, they are very happy. I don't remember the stats,
Speaker 4: but what's interesting about digital advertising is they know what
Speaker 4: units work, and so they saw such a difference in
Speaker 4: sales when Martha was aligned with Pretty Litter to a
Speaker 4: I mean extraordinary amount that they keep working with you
Speaker 4: as it works.
Speaker 1: Right. Another crazy product, which I just I just didn't
Speaker 1: understand it at all when you first brought it to me,
Speaker 1: was a product called liquid desks.
Speaker 4: We are obsessed with it, which is and water.
Speaker 1: In a can, not in not in a plastic bottle
Speaker 1: in a can, which is recyclable. Plastic plastic. You know,
Speaker 1: I've been reading all the new stats on plastic plastic
Speaker 1: is not recycled, never will be, no matter what anybody
Speaker 1: tells you, forget it. You can throw all your plastic
Speaker 1: bottles into the recycle the plastic recycle bin, and those
Speaker 1: plastic bottles will not be recycled.
Speaker 4: That's right. We just have to hope there's new technology.
Speaker 4: We hear things about mushrooms being able to digest it,
Speaker 4: but right now, you're absolutely right, there's no type of
Speaker 4: plastic that's recyclable.
Speaker 1: No, so so for liquid deaths to come out with
Speaker 1: water in a can. It was hysterical and the commercial
Speaker 1: was ridiculous, ridiculous and silly, but it worked. It was
Speaker 1: viral that that company is now is really a valuable company.
Speaker 4: Very very yeah company and yeah you know, and they
Speaker 4: are such a great case study if Clinton. I love
Speaker 4: that podcast How I Built This, and I believe it
Speaker 4: was on that podcast, but hearing Mike's story about never
Speaker 4: giving up, because I think sometimes you see the success
Speaker 4: and you don't see the struggles. I mean, he really
Speaker 4: struggled to get that off the ground. No one people
Speaker 4: thought he was really crazy.
Speaker 1: Well because of the name.
Speaker 4: Yeah, Well, so I first showed it to your death.
Speaker 4: I showed it to you at that Super Bowl party,
Speaker 4: and I I liked it because I thought it was
Speaker 4: just so out there and they approached their business like
Speaker 4: an entertainment company and they just want to create like
Speaker 4: content that people laugh and I thought it was funny.
Speaker 4: I like Clinton, it was like, I like, really inappropriate humor.
Speaker 4: And so when I showed you the can, you made
Speaker 4: a face because it is it's it's it's edgy, but
Speaker 4: sometimes it's that's the thing that people are going to
Speaker 4: know something about that people.
Speaker 1: Paid attention, and I see it more and more. It's
Speaker 1: it's in the roadside stops, you know, in the seven
Speaker 1: eleven's and every place now, and it's the thing you
Speaker 1: pick up because it's weird.
Speaker 3: It's very, very big. With the big demo for them
Speaker 3: is you know, the youth.
Speaker 4: They have a very big and love to acknowledge him
Speaker 4: because it's the environmental thing, Martha. But it's also better
Speaker 4: to drink that type of ridge than energy drinks. Right,
Speaker 4: these young kids that are in elementary school having caffeine
Speaker 4: amounts that are really.
Speaker 1: Off the charge should and water water water.
Speaker 4: That's right. So so a lot of these things are like, like,
Speaker 4: we know you believe in those amazing water filter systems
Speaker 4: because you take the water taste good, the texture is good.
Speaker 4: But we live in a modern era of convenience, and
Speaker 4: so Mike's like, let's let me do the best thing
Speaker 4: that is convenient without ruining the environment. The environment without
Speaker 4: sugar and without caffeine. Yeah, and he was right, he's amazing.
Speaker 2: Yes.
Speaker 4: The one that we're really excited about is Hope in
Speaker 4: the Water. It's not a company, but that's a collaboration
Speaker 4: that our friend Jen Bushman, we met her at Sundance,
Speaker 4: and she just told us this simple fact about you know,
Speaker 4: our oceans, we hear all the trouble they're in, and
Speaker 4: it's not not not being present to that. But there
Speaker 4: are so many things we could do, those of us
Speaker 4: who love food, Like right now in California, Martha, if
Speaker 4: we eat more sea urchins, that's going to actually help
Speaker 4: the ocean. Right now, there's like too many se because
Speaker 4: the water. But I don't even have We were so busy.
Speaker 4: You did that shoot, so we don't even know what
Speaker 4: you filmed. Oh, but you're in good company with other talent.
Speaker 1: Well we can we can talk about that a little bit.
Speaker 1: But David Kelly and Andrew Zimmern produced a series that
Speaker 1: it's going to be aired on PBS Public Television in June,
Speaker 1: and I just got the dates. I think it's June.
Speaker 1: My segment will be on June twenty fourth. I think
Speaker 1: it's called Hope in the Water, And what it's really
Speaker 1: about is sustainability or sustainably grown foods from the ocean harvests.
Speaker 1: So I did the scallops and who knew. I didn't
Speaker 1: know at the time that most of the scallops that
Speaker 1: we eat, but that we buy it the fishmonger. Are
Speaker 1: scallops that are actually farmed in the ocean, and the
Speaker 1: Japanese are by far the leaders in manufacturing really growing
Speaker 1: in the ocean. You drill this shell. It's time consuming,
Speaker 1: it is unbelievably tedious, and I don't know how it happens,
Speaker 1: but millions and millions of scallops can be grown by
Speaker 1: just hanging the shells, the scallop shells as they grow,
Speaker 1: like one year old shells on strings and hang them
Speaker 1: in a deep ocean.
Speaker 4: Wow, it's incredible off.
Speaker 1: Buoys, you know, in the ocean, and within two years
Speaker 1: or three years, you're eating a scallop and they are delicious.
Speaker 1: Of course they are fresh sea grown scallops. I couldn't
Speaker 1: believe how fabulous. And there's two entrepreneurial young guys up
Speaker 1: in Maine in a great big bay in Maine are
Speaker 1: doing that kind of farming. So and then they're going,
Speaker 1: of course to salmon fisheries and shrimp fisheries. Most of
Speaker 1: our shrimp comes from Vietnam, grown in the ocean, and
Speaker 1: those are the best shrimp. Not you know, you think
Speaker 1: you're gonna you know, the frozen shrimps that you get
Speaker 1: in the supermarket, not necessarily really the best shrimp, not
Speaker 1: the most tasty, the most succulent. Lots of them just
Speaker 1: say sort of like cardboard, but some of them are
Speaker 1: so good and and they're pointing out who does the best.
Speaker 1: This is kind of forming, so I think, and how
Speaker 1: did you get involved with that? Though?
Speaker 2: And we met Jennifer at Sundance and you know we
Speaker 2: do we do the annual event at Sundance every year.
Speaker 2: So it's just a great time to bring people together.
Speaker 2: And again it's something where we combine impact in film
Speaker 2: and storytelling. So yeah, so Jen came in and shares
Speaker 2: her vision with us and immediately thought you would be
Speaker 2: great for the.
Speaker 1: Great I just have one segment, but it was, but
Speaker 1: I must say it was really big.
Speaker 3: Shyleene Woodley's got a segment on.
Speaker 4: Woodley jo and I believe. Yes, yeah, so what a
Speaker 4: remarkable that's like the New Avengers.
Speaker 1: Yeah, I think people will sit up and pay attention. Well,
Speaker 1: the oceans are I mean, as our earth is defiled
Speaker 1: by the pollution and by the drought and famine and
Speaker 1: it's hugely warm climate, the oceans are still very very
Speaker 1: fertile for for growing things.
Speaker 4: Absolutely and David David E. Kelly. We didn't know this
Speaker 4: until Jennifer showed he's the largest trout farmer farmer on
Speaker 4: a brand called Rivers right. Beautiful, Yeah, gorgeous, beautiful product.
Speaker 1: That's incredible.
Speaker 4: Oh, look a whole all of our whole bands, school.
Speaker 1: Grow going through the this. This is a very busy
Speaker 1: it's a very very busy.
Speaker 4: I think Rockefeller Center. I was telling you cl if
Speaker 4: you ever want to mood boost, come here and be
Speaker 4: optimistic about America. Like, this is a special place.
Speaker 1: This is a center for tourism in New York City
Speaker 1: and it's awesome and and there's great restaurant.
Speaker 4: Did that amazing renovation? Like I have been here ice skating?
Speaker 1: Yeah, the Today Show has its has its turn.
Speaker 4: That outdoor area into a dog park. To think of
Speaker 4: how symbolic your podcast studio used to be. It was
Speaker 4: a new stand in a new stand. So it is
Speaker 4: print dead.
Speaker 1: Huh. Our newest fresson Martha Stewart Living has a new
Speaker 1: garden and everyone is so excited. Oh the special issue.
Speaker 1: It's on the new stands right now and it is
Speaker 1: a beautiful congratulation.
Speaker 4: You know how many people have said like they miss
Speaker 4: it so badly. There was that young woman and you
Speaker 4: guys have to meet, but she's collected almost all your issues.
Speaker 4: Remember that. Just I just saw that on your on
Speaker 4: your feed mark that like all the Martha Stuart Living issues,
Speaker 4: people know which ones they have in which ones they don't.
Speaker 4: Isn't that amazing?
Speaker 1: Yes, that's so interesting. And I have three sets of
Speaker 1: my of my issues, and no one is allowed to touch them,
Speaker 1: to go and hear them.
Speaker 4: What about the Smithsonian? Would they be allowed to have them?
Speaker 4: Of course? Okay, of course let's call them.
Speaker 3: We should call them.
Speaker 1: But it's but I wish you guys well with your business.
Speaker 1: I think Wolf has real future and I think there's
Speaker 1: so many things to do with Wolf and you might
Speaker 1: have to start MEW too, because.
Speaker 4: Well they're part of it.
Speaker 1: Part of it is.
Speaker 4: MEW is a big business and with best pet workplaces
Speaker 4: like we hear more cat stories honestly than dogs. And
Speaker 4: we have a little gift for you. You know, it's
Speaker 4: building a business. Mark like things. Sometimes you have to
Speaker 4: test things that we're not ready to sell yet. But
Speaker 4: we have a prototype for you and we would love
Speaker 4: your feedback.
Speaker 1: Show me what this prototype is.
Speaker 2: And we've also got to line out as of this
Speaker 2: week and pet Co, which is very exciting.
Speaker 4: They got a little scuffed up Martha.
Speaker 1: These are slides shoe slides and on one is Han
Speaker 1: He's the most beautiful dog.
Speaker 4: Hurt. All of Martha's animals are.
Speaker 1: The other one is Chin and for his chin.
Speaker 4: So they're with you forever, right.
Speaker 1: These are lovely.
Speaker 4: So we're testing how can we do something real. This
Speaker 4: is American Maid, all American Maid and downtown Los Angeles
Speaker 4: and we're trying to get these at an affordable price
Speaker 4: using American craftsmanship with the customization. So this is that
Speaker 4: you got. You got pair number one, so so yeah,
Speaker 4: you're so welcome.
Speaker 1: But people can send in their their their.
Speaker 4: Photos so tag us like follow us on Instagram and
Speaker 4: be patient with that. Woof dot world okay, wolf w
Speaker 4: uf dot World.
Speaker 1: Okay.
Speaker 2: We do have a We do have a line out
Speaker 2: as of this week at the Union Square Petco as
Speaker 2: part of our Saturday Dog Club brand. Yeah, so people
Speaker 2: can go down to Peco. We're right at the front
Speaker 2: of the store. They gave us like the best placements.
Speaker 2: They've been giving a very really positive feedback. So it's
Speaker 2: right at the front of the store. Have you been
Speaker 2: to that store?
Speaker 4: And yes, it's allergentastic.
Speaker 1: Yeah yeah, it's a really good store. And they have
Speaker 1: a grooming sick and.
Speaker 4: It looks like a little barber shops, dog trains, that's
Speaker 4: the appeal.
Speaker 3: Yeah. Well, thank you.
Speaker 2: We've learned an awful lot from you, so we just
Speaker 2: want to thank you as well.
Speaker 1: Good luck with this.
Speaker 3: Thank you so much.
Speaker 1: Well, thanks for joining me today.
Speaker 3: It's a pleasure and.
Speaker 1: There's so much more to talk about. Come back next
Speaker 1: year and tell me the progress you've made.
Speaker 3: Okay, you'll get the status up there.
Speaker 1: I want them regularly.
Speaker 4: Thank you so much, Martha.
Speaker 3: Thanks