WELLNESS TRENDS 2017

Last month, we talked with Jason Wachob of mindbodygreen and his Annual Wellness Report that looks at trends taking place in 2017. We also interviewed those who work in those fields. We took a moment to chat with Craig Elbert, Founder and CEO of Care Of. We talked about how he conceived of the company that focuses on vitamin/supplement personalization, and more! 

Last month, we talked with Jason Wachob of mindbodygreen and his Annual Wellness Report that looks at trends taking place in 2017. We also interviewed those who work in those fields. We took a moment to chat with Craig Elbert, Founder and CEO of Care Of. We talked about how he conceived of the company that focuses on vitamin/supplement personalization, and more! 

CRAIG ELBERT: Prior to Care Of, I worked at Bonobos which is a men's apparel brand here in NY and I had the joy of joining it when they had 10 people and then growing it to over 250 people by the time that I left. One thing that we were really bullish on was how do we grow a great customer experience in a category that was stagnant in the case of that brand, it was men's khaki pants. There was nothing more boring than men's khaki pants but we wanted to make it more interesting.

While there, I had an interesting experience to purchase vitamins and supplements as I was getting them for myself and trying to get things to be healthier and to also purchase pre-natal vitamins for my wife. The experience of going into the vitamin stores it was just a bad consumer experience it felt bad and it was confusing as well as overwhelming. It felt just a little bit of a manipulative situation. So what we wanted to do was to take a look at how we could do something that was more consumer friendly - giving people the advice that they needed and to ultimately give them the knowledge on what was right for them.

For me, my experience in a brick and mortar store, there are thousands of products on the shelves. I didn't know which ones would be right for me and the store clerk who was just being paid above minimum wage - didn't give me great confidence that he/she could provide the right information. So we spent just about over a year working with experts (nutritionists, naturopaths, doctors, academics) who were focused on the space to figure out what are the different use cases for vitamins and supplements and what the use cases behind them and how do we help people to figure out what is right for them. That's how I, as a consumer who was trying to shop for the products myself, came to this.

AM: This is so true. I have been going to places like GNC since I was in highschool as I know the types of vitamins/supplements that I need. Or if I was thinking of something new to try that it was a bit overwhelming to select from the choices. 

What struck me about your website is that you have a clean interface as well as descriptions of what it is as well as how it is beneficial to your body.

How do you guys go about deciding what types of items will be offered for consumers?

CE: One of the things that we found and started seeing in our research, we initially found was that we were only going to offer items that had scientific research and strong scientific support. One of the things that we found early on was that some things have scientific support and others don't. There are products like Vitamin D and Folic Acid that doctors have a lot of date and support that it is good for your body and that you have something like Fish Oil which has good science but there are some studies that show it's a bit of a mix. Then you have probiotics which have a lot of promising research, but it's still early on.

So we realized that there is a spectrum, and that for our product offering we wanted to focus on anything that had at least good science and we basically cut out the things that didn't have great science and started with ones that had good science for traditional usage and that were ones that could be used for common human goals, whether that was for stress, energy or something more long term like heart health and bone health. So we tried to just cover things that people are looking for and cross referenced that with scientific support.

AM: So over the course of the year, whether they met your criteria - will you be adding more supplements/vitamins into the mix?

CE: So we do plan to add more. Our goal right now is that we launched with about 30 products - we'll get up to about 50 with different doses. We never want to have thousands of products as we feel that it is overwhelming and so we do plan to add on products as we have our pre-natal, which we have worked on for a long time which will launch in Feb or early March. We have a probiotic that launched this month and then we have turmeric and elderberry that is also launching this month. So we do plan to continue to introduce products but we don't plan on having thousands of them.

AM: I liked seeing that you are adding in turmeric and elderberry as those are two products that I use in addition to fish oil. Tumeric is on trend this season as a flavor that we will see a lot of as well. What is the process like for someone who is new to the site when they are picking products for their monthly subscription box?

CE: We wanted to keep it simple. We have them take a little personalization quiz, where we ask about their goals, their diet, their lifestyle and their values. Based on that we cross reference it with the research that we have done as their recommendation. They are able to see that and then adjust to their pack as they wish. They can take something out, add in or leave it as it is. Then they place their order and each month in that box, will be 30 daily packets all personalized for that individual with their name on it and the products inside. We try to make it easy as well as a bit of fun. The survey takes about 3-5 minutes and it helps to guide all the recommendations. 

AM: What drew me is that the packets have the person's name on them which I think is so cute and in an age of emailing and faceless activity it was a nice touch. With people who are busy or who travel a lot you can just see something that reminds you of home and you can seamlessly add it into your daily life.

CE: Yeah, one thing that we talk a lot about in personalization is the combination of technology as well as human empathy. We are building a brand that is focusing on using technology to make things easier so having the human touch factor is key. From having your name on it to having our customer experience team led by Amy here who is awesome in terms of responding to customers and ensuring that we have a good dialogue that feels humanly and not just a scientific laboratory. We wanted it to feel human, warm and empathetic, which is important for the brand.

AM: What are things you're looking to do as Care Of grows in 2017?

CE: We are definitely looking to build an app this year and are a little tight-lipped on what that will be in terms of features. Down the road, our goals are to focus on the business of personalized health. That could be vitamins and supplements and then additional products. We want to wade through the information that is out there and to make it easy for our customers for personalization which is a nice broad growth opportunity for us over time.

Right now we recognize that we are a new brand and we have to be able to execute and connect with customers on these first products that we have with these vitamins and supplements. So far it has been a lot of fun!

AM: Why do you feel that personalization in this field as well as in general is such a major trend that a lot of brands across various categories are looking to implement as we continue into 2017?

CE: As people, we're all very different and I think that we like to have this recognized. Realistically, we can live healthier if we focus on our individual needs. What's fun right now is that technology is making that possible. We're looking to unlock that technology to be able to build something that people always want to recognize that difference and being special and to have something that is unique for them which we can do for them with the technology that we have. 

Nutrition is an ongoing trend that we see from year to year. We caught up with Amanda Bacon of Moon Juice to learn about how she helps people's body and skin from the inside out. This was initiated by her own journey in food as a chef, food journalist and finding her way to her best self through her diet.

ATHLEISURE MAG: Can you tell us about your background?

AMANDA BACON: I traveled a lot through Europe and South America - living in Italy, then Uruguay for a while. These experiences stirred a love not only for the preparation of food, but in tracing ingredients back to their purest forms. When I came back to the states, I went to study at the New England Culinary Institute in Vermont, working at local bakeries and dairies. When I landed in California, I was fortunate to cook under Suzanne Goin at Lucques for a number of years. I truly found a mentor in her. I then moved into food journalism, reporting for LA Times Magazine when it launched. 

In 2006, I began studying the power of raw, medicinal foods to heal the hypothyroid condition I had had since I was a teen, in addition to my severe allergies to wheat, sugar, and cow dairy. Although I was still working as a chef in fine dining, at this juncture my whole diet changed. I ate primarily vegetables and legumes from the farmer’s market, and foods that would serve as hormonal adaptogens. Within a few months, I noticed a radical shift. My next round of blood work revealed that my thyroid hormone levels were back to normal.

Working in fine dining was amazing, but my own transformative experience – backed up by extensive blood tests, the scrutiny of several physicians, renewed feelings of vitality, and a shift in my personality, immunity, appearance, and thought – inspired me to create Moon Juice. These live, medicinal foods changed me from the inside out.

AM: Why do you like sharing about the power of medicinal foods that could work for you from the inside out?

AB: Food can be powerful medicine and no one has experienced its effects more dramatically than I have. Before I began to cook and eat in a way that allowed me to thrive cosmically, my thyroid was slow, allergies were rampant and I had the general feeling that I wasn’t optimizing this life and the body I was traveling in. There’s nothing I love more than talking to people about the ways that they can use food as medicine. The Moon Juice Cookbook is one of the ways I can help people.

AM: Why did you create Moon Juice?

AB: I created Moon Juice for people interested in a new way of living. Not a way where you have to erase your past, but a way fueled by excitement to help yourself live better. Our only intention is to add goodness and beauty to your life.

AM: What are the benefits that one may feel by including this in their dietary regimen?

AB: Being so clean on the inside that it shows in your skin. Having a complete makeover on your life outlook. Being a part of a movement that is changing the way food is produced and consumed. And no dishes! 

High functioning, bioavailable, potent, medicinal whole foods are packed with exceptionally high levels of vitamins, minerals, antioxidants, and enzymes turning them into tools we can use to tone, nourish and empower our bodies. These foods heal your cells, protect against oxidation, slow the aging process and support your immune system by stimulating and supplementing your bodies disease and infection fighting properties.

AM: We always enjoy a great drink and towards the end of last year we were introduced to Farmer Willie's, which is an alcoholic ginger beer drink that's not only refreshing but will definitely be a great beverage to enjoy during the summer!

We talked with the Co-Founders Nico and Max of this brand. What was your background and how did that lead you to working with one another, and what's the story behind creating Farmer Willie's.

NICO ENRIQUEZ: I first met Willie Fenichel 11 years ago on a beach in Cape Cod. I was this little kid who saw a makeshift beach volleyball game down the beach and asked to join. Turns out that the league of volleyball misfits was an every day thing. Little did I know that after that first game I would be hooked to a degree that I would literally try and spend every hour of sunlight during the summer playing with this crazy group. 

Willie's sister was the unofficial official league commissioner (she started the tradition and is in charge of bringing the net and ball to this day). I started eating dinner at their farm every day after games. Soon the Fenichel family became my second family. 

After getting to know Willie over several years he began sharing his home-brewed ginger beer recipe with me. It was amazing. I was always an entrepreneurial kid, I was trying to figure out ways to live the Cape life with the Fenichels all summer and not have my parents disown me as a beach bum, so I began dreaming, and told him we had to try bringing the ginger beer to the farmer's market in Ptown and see if we could make a living off it. Willie was in. 

Fast forward several years, I was about to turn 21 and I was sitting in my best friend's dorm room at Brown University. I started telling him about my dream to sell this alcoholic ginger beer with Willie. Max Easton (my best friend & business partner) had grown up working in the restaurant industry in London because his mom ran several bars and restaurants. He was an adventurous soul and I was an overly enthusiastic salesman, so he joined the cause without ever trying the ginger beer.

MAX EASTON: I spent most of my life on the other side of the pond in London, England, and grew up working in the restaurant industry as my mother started & managed several pub & bar companies in the UK. I was interested in coming to the US for college as I had no idea what I wanted to study & the UK university system really makes you focus on one major from the beginning. I had heard amazing things about Brown because of its reputation as a great academic school but partnered with a much cooler, less intense student body. I applied early, fortunately got accepted & headed to Brown after taking a gap year.

Nico and I met because he lived around the corner from my ex-girlfriend and I loved hanging out with him because he was always so happy & optimistic, and I found our times together hilarious (and still do) because we have polar opposite personalities. To characterize, I am the buttoned-up Brit and he's permanently got sand in his hair. 

We became closer & closer friends and one Spring night Sophomore year we were chilling in my room chatting about things we were doing or interested in. We both loved the idea of starting our own thing as both our parents were entrepreneurs, and so we started throwing out ideas. This was the moment when Nico mentioned Willie and his legendary ginger beer: as far as I remember, his words were: "I know this guy named Willie, who lives out on the Cape and he makes this amazing alcoholic ginger beer. I always thought it could be something. What do you think?" To be honest, I had no idea what to think, but after I said why not, Nico applied to this small Brown accelerator program to get us some funding & mentoring. We pitched the idea (without me having tried the product or met Willie) and we were accepted. That was definitely the start, but it only kept going because it was all hilarious and we enjoyed learning the steps you took to starting a business. We had both planned to start our own businesses some day, so why not learn about it while doing something fun? There was just no downside to us giving it a shot, so we kept taking small steps until it ended up being something pretty legit.

AM: When did Farmer Willie's launch?

NE: We launched May 22nd of 2015 at the Farmer's Market in Provincetown- a little under 2 years ago. We spent the 1.5 years before that day preparing, interviewing, working canning lines, filing legal papers, raising money, etc.

ME: The moment Nico mentioned Willie & his ginger beer in my dorm room was Spring Semester of Sophomore year. We kept working on it our Sophomore & Junior years - we brewed small-scale test batches, worked out where we could produce, sorted out the legal framework of the company, designed our logo & can, did more start-up competitions, talked to people in the industry etc. - and we had everything set by the end of our Junior Year so we decided to start selling it commercially. As Nico described, we started selling at the Provincetown farmers' market after our Junior year finals & lived out on the Cape at Nico's grandma's house for three months self-distributing cases to around 50 bars, restaurants & liquor stores. So, in terms of proper selling, we have been selling for just over a year and a half, but we have been working on Farmer Willie's for almost three years now. Many small steps!

AM: Ginger is an ingredient that has not only been on trend as a flavor for a number of years, but is definitely a core one when you think about wellness, what was the thought behind combining it with alcohol?

NE: Willie started brewing his ginger beer because he was bored in the winter living on the Cape and his mom was making beach plum wine, so he decided to try something different. He loved ginger and began seeing what would happen when he grated fresh ginger and added lemon juice, cane sugar, and yeast (to ferment it and add carbonation). Needless to say, the home-brew was spectacular. Fresh, simple ingredients go a long way. 

ME: We didn't! It's was all Willie. But the ginger trends were definitely one of the things that got us excited when we first looked into whether we could make Willie's ginger beer into something. It's exploding in bars & restaurants with cocktails such as Moscow Mules & Dark n' Stormies, juice bars & farm-to-table restaurants. So the idea that we could create a fresh, dry & seasonable alcoholic ginger beer that you can drink straight out of the can just seemed awesome. We drink it all the time and it's like nothing else in the ginger beer space.

AM: What are the health benefits that one can enjoy while consuming Farmer Willie's and how is it different than other beverages that are in its category or related categories?

NE: We can't ever say our beverage is healthy because it still contains alcohol and the FDA would do terrible things to us. That being said, what sets this ginger beer apart is that we use real ginger and it isn't so damn sweet. 

If you look at the mass produced ginger beer everyone drinks or even the specialty supermarket versions those ginger beers have anywhere between 30-60g of high fructose corn syrup which is 3X-6X more sugar than ours (and we use cane sugar). This means that other ginger beers have 170-200 calories in their cans - all from sugar. We have 150 calories in our can - 110 which come from the 4.5% ABV. So basically you can have a real fresh, dry ginger beer with alcohol and still consume less sugar than your average non-alcoholic ginger beer. To us, it's a no brainer (unless you are under 21, of course!).

We use simply prepared, real ingredients, such as cold pressed ginger, lemon, nutmeg, molasses. None of the "natural flavoring" crap. Ginger is a superfood, lemon gives you vitamin C. I don't know what nutmeg does for you but its a spice. Molasses doesn't do much but it sounds good haha.

ME: You grow a ginger beard. But seriously, we can't say that there are health benefits as we will get into trouble, but compared to other ginger beers, there is no comparison. As Nico said, there is a reason we are a much fresher, much more refreshing ginger beer.

But, in general, we're a fresh, low sugar, gluten-free alternative to beer. You are drinking something that lifts you up and you can drink it straight out of the can so you can bring it anywhere without an issue.

AM: Tell us about how you came upon the design of the can, as well as the logo as we love how distinctive it is.

NE: The can was designed by a legendary girl named Juliette Weiss. She is our head of design. We met because when we were studying at Brown, Juliette was down the hill, studying at RISD (Rhode Island School of Design). Our entrepreneurship professor Danny Warshay introduced us. We told her we wanted a clean, but quirky can to reflect our weird story and real ingredients. 

On our second meeting, Juliette came in with the idea that we make the front of the can into Willie's ginger beard so people could get the beard while they drink and post photos online. Obviously we had to do it. Especially because everyone knows puns and hipster-ass beards are the key to a Brown student's heart. Juliette absolutely killed it on the design and we ended up winning a prestigious package design award the next year. 

ME: The legend, Juliette Weiss. She's a beautiful, wonderful, pain in the ass - and we are so lucky to have her on the team. 

AM: Where is Farmer Willie's sold and where would you like to see it?

NE: Farmer Willie's is sold in MA and RI. Specifically in MA, we are sold on the North Shore, Boston, South Shore, Cape, and Islands. There are a ton of places that we would absolutely love to see Farmer Willie's sold. We love the sea and the ginger and lemon kill it with seafood and clean fresh ingredients so obviously the Matunuck Oyster Bar in RI, the Beachcomber in Wellfleet (out on the Cape), Branchline in Watertown (that place is literally fire), and The Poynt in Newburyport. Also, it's light and refreshing as hell straight out of the can so the spots, where we dance like idiots in Boston like Middlesex Lounge or Middle-east would be absolutely primo. Regardless, if you do not see Farmer Willie's in your local liquor store or bar and want it there, please ask them to ask for it because that truly helps us build this.  

AM: Will Farmer Willie's have any brand extensions into other categories, flavors etc?

NE: We are working on some absolutely awesome flavors to compliment our approach of fresh ginger and low sugar. I can't say what specific flavor twists yet though... 

AM: How is Farmer Willie's aligned to Athleisure Culture?

NE: We believe in having a damn good time but taking care of yourself at the same time. Basically real ingredients, low hassle, adventures for days. Also, the only thing that keeps us sane as we work 80 hour weeks building this thing are the mind-clearing runs.

AM: Will Farmer Willie's be involved in events, tradeshows, promotions etc that will take place this spring/summer?

NE: Absolutely, we are planning some speakeasy parties around Boston this Spring for people who follow us on social media each month. We are trying to organize some beach volleyball games outside the Beachcomber this summer.
Also we will be doing plenty of brewfests and tastings every Friday and Saturday night... anyone can send me an email nico@thefarmerwillies.com to ask which tastings/fest may be in your area if you want to meet anyone on the team.

AM: As co-founders when you're not running the brand, how do you take time for yourselves?

NE: We both dance like fools whenever possible. 

Sundays, I go for a hike or super long bike ride to explore the area around Boston. I find the air clears the head and slows down your thinking and there isn't the impact of running so I can give my knees and ankles a rest. Last adventure I found a crazy 200 ft rock quarry and got kicked out then lucked on some old WW2 forts on the north shore. Sunday night I go home to my parents house and chill with the fam, read the Sunday paper and eat the home cooking... Not gonna lie I bring my laundry home. 

Max loves running as well, nice food, bit of whiskey & chilling with his girlfriend. He also loves building up his music playlists & finding new music, which is awesome for me. He's the kind of man who takes over the music at a party, but honestly it is always for the better because people tend to dance a bit more. He knows how to read a party for sure. 

ME: It really depends on my mood, but I really do love running to shake off any stress or clear my mind. Got that from my mum & Nico. But if I have more time, I love finding new music, going for an awesome meal or going for a great walk with someone chill. Anything where you can come back feeling refreshed. 

AM: Nico, we heard that you run marathons, how did you prepare for it, what was the training like and when is your next one?

NE: I grew up just off Heartbreak Hill so I always wanted to do the marathon. The year I turned 19, I ran it but it was the bombing year and I was on the final stretch of Boylston when the bombs went off so I felt I really had to do it again. 

I run 5-7 miles every day and don't really have time for more so my training was just that. I had super slow times and the two days after the races were always painful and I was so stiff that I had to walk down stair backwards, but it was always more about proving it to myself then anything else. The next one is definitely on my radar- I want to do NY and others, but no idea when I will have the time or the stupidity to forget the pain of haphazard marathons of the past. 

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