In Episode 85 of The Wendel Forum (originally aired on November 17, 2012, on 960 KNEW AM radio), show moderator Dick Lyons, co-founder of Wendel Rosen’s sustainable business practice group, welcomes Kelly Boyd, founder of My True Nature, a line of natural body care products for children.
Kelly Boyd, founder of My True Nature
After Boyd’s first child was born, a baby nurse introduced her to natural products for kids. Always interested in cooking and in organic foods, Boyd, a corporate securities lawyer and tech company executive, began developing her own formulations for personal care products, including bubble bath, shampoo, lotion and body wash. She gave the products to friends, who tested them for her. One of the things she learned in the process was how sensitive people are to scents. In the process of finding the right formulation with the right scent, Boyd made more than 300 batches of her products.
After her second child was born, Boyd quit her job, and she and her husband financed and launched My True Nature. Using all natural, largely organic ingredients, My True Nature products are manufactured locally in the Bay Area. She describes them as “mainstream green,” meaning they look and feel like comparable mainstream products. For example, the shampoo and body wash suds up and the bubble bath does, in fact, bubble.
Initially, Boyd sold the products to friends, who helped spread the word by putting the products in gift bags at birthday parties. Later, she began selling online, including offering group deals through sites like Groupon. Some of her products are now in “brick & mortar” stores, but the majority of her sales come from the big internet retailers, such as Amazon.com.
Boyd says that it was important that she not have investors in her company. With her experience in the legal and tech company worlds, she knew investors would demand, and rightfully so, that she spend her entire time and energy on building the company. And she knew that she would feel responsible to do so. Instead, without having investors to answer to, she can devote the time and energy she wants to her children. She recognizes that her company will grow more slowly, but the real payoff is that she can be the kind of mom she wants to be.
Boyd believes the rigidity of corporate jobs is contributing to the emergence of a generation of mothers who are starting companies. In fact, Boyd believes there’s no better time than now for a woman to start a business. There are funding sources particularly looking for women entrepreneurs, especially women launching green businesses.
Do you know green mompreneurs like Boyd?
Post Links:
Listen to the interview with Boyd: Episode 85 of The Wendel Forum (27:46 mins; mp3)
My True Nature Website: http://www.mytruenature.net
960 KNEW AM Radio Website: http://www.960KNEW.com
Dick Lyons’s online profile: http://www.wendel.com/rlyons
Episode 82 – Elemental Herbs Brings Good to Body Care — Inside & Out
November 6, 2012
In Episode 82 of The Wendel Forum (originally aired on October 27, 2012, on 960 KNEW AM radio), show moderator Bill Acevedo, chair of Wendel Rosen’s sustainable business practice group, welcomes Caroline Duell, the founder of Elemental Herbs, an organic body care company based on the central coast of California.
With a background in herbal medicine, Duell is a massage therapist and outdoor enthusiast who began making skin care products for her friends and family. Later, after success selling the products at farmers markets, she launched Elemental Herbs, a California certified B Corporation. That certification is to sustainable business what Fair Trade certification is to coffee – it measures a company’s commitment to operating a business responsibly and sustainably.
Caroline Duell, Founder of Elemental Herbs
Duell also runs a farm, from which she harvests some ingredients for her natural healing products such as All Good Goop, a moisturizer and salve. While Duell also gets ingredients from outside suppliers, she only partners with similar-minded businesses. In particular, she examines other companies’ employee benefits, utilities use, social benefits and transparency. Though not certified organic, all Elemental Herbs holistic products and remedies contain organic ingredients and are free of GMOs (genetically modified organisms).
The Elemental Herbs farm also offers a CSA (community supported agriculture) and serves as an education center, including offering courses about sustainable living. As a member of 1% for the Planet, one percent of all Elemental Herbs revenues is dedicated to fighting for social and environmental justice around the world. Organizations it supports include a local marine mammal protection organization, a local trail organization, Save Our Snow, which provides information about how global warming affects the planet’s snowfall, and cityWILD, which brings inner city kids into the mountains.
Do you care about the company policies, as well as the ingredients, of your skin care products?
Post Links:
Listen to the interview with Duell: Episode 82 of The Wendel Forum (26:47 mins; mp3)
Elemental Herbs website: http://elementalherbs.com
B Corporation website: http://www.bcorporation.net/
1% for the Planet website: http://onepercentfortheplanet.org/en/
960 KNEW AM Radio website: http://www.960KNEW.com
Bill Acevedo’s online profile: http://www.wendel.com/wacevedo
In Episode 78 of The Wendel Forum (originally aired on September 29, 2012, on 960 KNEW AM radio), show moderator Dick Lyons, co-founder of Wendel Rosen’s sustainable business practice group, welcomes Scott Potter, managing partner of San Francisco Equity Partners, a private equity firm that specializes in consumer products growth companies.
Scott Potter, San Francisco Equity Partners, in The Wendel Forum studio
Potter’s firm partners with companies that have demonstrated a proven demand for their products. So while there’s no consumer adoption risk, the companies are usually facing operational and scale challenges to reach the next level. Typically, they are $5-10 million companies poised to scale their businesses, often to north of $100 million.
Identifying these optimal risk-reward companies is more science than art. San Francisco Equity Partners is particularly focused on its companies’ channel strategy. That is, a given beauty product can’t successfully be sold at both Sephora and Wal-Mart. Channels include food (Safeway), drug (Walgreens), mass (Wal-Mart), club (Costco), prestige (specialty retailers and department stores) and direct-to-consumer (online and direct-response TV). Determining the right channel for products is often a company’s key to success.
A growing channel is the so-called natural channel, as epitomized by Whole Foods, which is separate from the traditional grocery channel. But Potter’s firm specializes in natural products that are targeted for the mass channel. Companies targeting this channel should not ask consumers to pay more for an inferior product “just to save the fish,” Potter says. Rather, the product’s value proposition has to work in and of itself outside of sustainability and natural missions. The prime example is Method products.
When San Francisco Equity Partners first invested in Method, it was producing just hand and cleaning products. It has evolved to include bathroom and specialty products and even successfully launched into the competitive laundry space. Early on, Method knew it would never have the marketing budget of Proctor & Gamble. So it chose to overinvest in packaging, focusing on the point of sale: when product is on the shelf. Method’s in-house design team devised a distinctive look, including the bottle molds, and focused on the aesthetic and the user-experience (such as the one-hand laundry detergent dispensing system). With the “design baked into the products,” Method aspired to be like Apple.
At what kind of store are you most likely to purchase natural products?
Post Links:
Listen to the interview with Scott Potter: Episode 78 of The Wendel Forum (27:48 mins; mp3)
San Francisco Equity Partners Website: http://www.sfequitypartners.com
Method Products Website: http://methodhome.com
960 KNEW AM Radio website: http://www.960KNEW.com
Dick Lyons’s online profile: http://www.wendel.com/rylons
In Episode 77 of The Wendel Forum (originally aired on September 22, 2012, on 960 KNEW AM radio), show moderator Dick Lyons, co-founder of Wendel Rosen’s sustainable business practice group, welcomes Dr. Jay Udani founder and CEO of Medicus Research, a contract research organization for the natural health products industry, including botanical drugs, dietary supplements and functional foods.
Dr. Jay Udani of Medicus Research
Dietary supplements give people choices in their health care. Whenever manufacturers of dietary supplements make formal claims – such as “supports healthy joints” – the supplements must undergo clinical trials and testing, akin to pharmaceutical testing. Dick and Dr. Udani discuss how both enforcement of and consumer interest in clinical trials for dietary supplements is increasing. Even major food manufacturers, such as yogurt manufacturer Dannon, have received letters from the FDA about their formal health claims.
Whereas pharmaceuticals are chemicals that interact with the body by targeting a pathway or organ, dietary supplements assist the body in better performing normal, healthy functions. As a result, clinical trials of supplements must be done on healthy people. Supplements can take longer than drugs to show effects so the best way to test the efficacy of supplements is for the individuals in the clinical trials to track how they’re feeling over time. Udani’s research program uses iPods to monitor individuals, whose responses may be both subjective and objectively measurable. When evaluating a clinical trial, consumers should examine how the supplement was tested, the population used and the measuring tools.
When taking dietary supplements, does clinical testing matter to you?
Post Links:
Listen to the interview with Dr. Udani: Episode 77 of The Wendel Forum (27:52 mins; mp3)
Medicus Research Website: http://www.medicusresearch.com
960 KNEW AM Radio website: http://www.960KNEW.com
Dick Lyons’s online profile: http://www.wendel.com/rylons
Episode 76 – Ben Lee Shares CircleUp’s Crowd Funding Model
October 9, 2012
In Episode 76 of The Wendel Forum (originally aired on September 15, 2012, on 960 KNEW AM radio), show moderator Dick Lyons, co-founder of Wendel Rosen’s sustainable business practice group, welcomes Ben Lee, director of business development at San Francisco-based CircleUp, a crowd funding platform founded in April.
Ben Lee of CircleUp
CircleUp provides an online mechanism for consumer products companies and retailers to reach out to a broad network of potential investors, who may fund the companies in exchange for equity. CircleUp, which affiliated with WR Hambrecht, takes a commission.
So far, they’ve received 600 applications; they’ve selected 10 companies and four – including a baby skin care brand and an organic food brand – have been successfully funded. CircleUp’s team serves as a curator for the investors. In evaluating companies, they look for businesses with $1 million to $10 million in annual revenue. Usually these companies are seeking to raise $500,000 to $2 million to launch new products and achieve the next stage of growth. The typical investment is $5,000 to $25,000 (while each company’s offer is different, these are generally in the form of preferred stock shares); CircleUp assists with larger transactions offline.
While CircleUp streamlines what can otherwise be a year-long funding process, raising money through the platform can still take several months. Although CircleUp selects companies and presents opportunities, investors must do their own due diligence. Like any private company investment, crowd funding is risky and the investment horizon may be three to seven years.
Lee says CircleUp’s goals include enhancing the ecosystem around consumer products, helping as many small consumer brands get financing as possible, and making sure CircleUp’s platform is a great experience for investors and companies.
Have you participated in crowd funding? What do you see as the biggest opportunities and challenges to this form of financing?
Post Links:
Listen to the interview with Lee: Episode 76 of The Wendel Forum (27:56 mins; mp3)
Circle Up Website: https://circleup.com
960 KNEW AM Radio website: http://www.960KNEW.com
Dick Lyons’s online profile: http://www.wendel.com/rlyons
In Episode 59 of The Wendel Forum (originally aired on April 14, 2012, on 960 KNEW AM radio), show host Dick Lyons welcomes Morris Shriftman, a brand strategist for natural foods and green products, and CEO of Mozart, Inc. (A classical music fan, Morris’ company name carries the name of the great composer and is a double entendre on his name: “Mo’s Art.”) He also serves on the board of the American Botanical Council, which provides consumers with credible information about plants and herbs used in natural medicine.
Morris Shriftman of Mozart Inc. visits The Wendel Forum studio
A marketing expert, Morris has been focused on the natural food and alternative medicine industry since 1970. He began as brand consultant in New York. In the 70’s, he met the founders of Tree of Life and was hired as vice president of marketing, where, he says, he gained a “360 degree perspective” on the wellness industry, handling product creation, development, manufacturing, packaging, distribution, marketing and retail partnerships.
Tree of Life became both a major national distributor of natural products and had its own line of branded natural products. Among other things, Morris designed the well-known “Tree of Life” logo. In 1985, when Tree of Life was sold, he founded Mozart, Inc., which “creates products and builds brands for companies doing the right thing, including using healthy ingredients, removing objectionable ingredients and having the courage to be transparent.”
Dick and Morris discuss how natural products companies can communicate their message to retailers and consumers, a particular challenge for smaller, undercapitalized companies that can’t afford the marketing practices of larger companies, such as product placements, public relations, trade advertising, events marketing or consumer advertising. Those companies have to be inventive, Morris says.
Fortunately, social network marketing is an inexpensive way to reach a narrow audience of people who share similar values, what Morris calls “narrowcasting” (as opposed to broadcasting). Better than a new logo or slogan, narrowcasting permits a small company to convey its mission directly to communities that will be drawn to the mission. That happened for Avalon Natural Products where Morris was brought in as senior vice president of marketing.
He led the company to eliminate allergens and artificial and petroleum-based ingredients, including parabens, a preservative implicated in breast cancer. Avalon’s “consciousness in cosmetics” mission resonated with The Breast Cancer Fund, an organization that informs women about the environmental causes of breast cancer. Collaborating with The Breast Cancer Fund and networking with other women’s health organizations and green scientists became a major driver in Avalon’s marketing. That kind of work, Morris explains, can distinguish a company and create empathy with consumers.
Post Links:
Listen to the interview with Morris Shriftman: Episode 59 of The Wendel Forum (27:31 mins; mp3)
Mozart, Inc. website: http://www.mozartinc.com/
American Botanical Council website: http://abc.herbalgram.org/site/PageServer
Tree of Life website: http://www.kehe.com/treeoflife/Home.aspx
Avalon Natural Products website: http://www.avalonorganics.com/
The Breast Cancer Fund website: http://www.breastcancerfund.org/
960 KNEW AM Radio website: http://www.960KNEW.com
Dick Lyons’s online profile: http://www.wendel.com/rlyons
I scream, you scream, we all scream for (organic, fair trade, unique, delicious) ice cream!
In Episode 58 of The Wendel Forum (originally aired on April 14, 2012, on 960 KNEW AM radio), show host Bill Acevedo welcomes Neal Gottlieb of Three Twins Ice Cream.
Neal discusses the life path that led him from corporate finance to ice cream, with a stint in the Peace Corps along the way. When he founded Three Twins, he was determined to build a company that honored his values, as well as offering him a reasonable living.
Neal Gottlieb of Three Twins Ice Cream visits The Wendel Forum
According to Neal, organic ice cream has been done before, but not well. The early attempts from some of the bigger names on the ice cream scene typically made organic varieties in boring flavors (vanilla, chocolate or strawberry) and saw it as an opportunity to sell smaller containers while charging more money than for their conventional flavors.
By contrast, the Three Twins model puts organic at the core of the product, rather than as an afterthought. In addition to using basic organic ingredients, Three Twins concentrates on building up multiple flavor layers in its ice creams for surprising twists on classics. An increasing number of Three Twins’ flavors are using certified Fair Trade products as well.
Bill and Neal discuss what it means for a business like Three Twins to obtain USDA Certified Organic and Fair Trade certified designations. They also discuss the company’s corporate giving initiatives, which include membership in 1% for the Planet and their new giving initiative “Ice Cream for Acres.” Through the Ice Cream for Acres program, Three Twins makes a donation to Global Wildlife Conservation, an environmental nonprofit that buys large tracks of land to protect habitat for endangered species. For each one pint purchase, Three Twins donates enough money to buy at least six square feet of land. To date, the company has underwritten the purchase of 100 square acres and they expect they’ll be able to facilitate the purchase of thousands of acres in the next few years with their anticipated growth.
Where can you find these delicious sweet treats? On the East Coast you can find them in Whole Foods (except in New York and New Jersey) and Fresh markets. On the West Coast, they currently have a larger footprint in Whole Foods, neighborhood corner bodegas, and some conventional grocery stores. But perhaps the most fun you’ll have is if you’re lucky enough to encounter the “pimped out” ice cream truck (which is really a refurbished school bus) known affectionately as “Carl.”
Carl the Three Twins Ice Cream Bus
Post Links:
Listen to the interview with Neal Gottlieb: Episode 58 of The Wendel Forum (27:20 mins; mp3)
Three Twins Ice Cream website : www.threetwinsiceream.com
Global Wildlife Conservation website: http://globalwildlife.org/
1% for the Planet website: http://onepercentfortheplanet.org/en/
960 KNEW AM Radio website: http://www.960KNEW.com
Bill Acevedo’s online profile: http://www.wendel.com/wacevedo
Episode 57 – Interview with Christopher Angell of Jungell
April 24, 2012
In (originally aired on April 7, 2012, on 960 KNEW AM radio) show host Bill Acevedo talks to Christopher Angell, co-founder and president of Jungell, makers of Angell organic candy bars and GlucoLift all natural glucose tablets.
Co-founded with his wife, Suzanne, Jungell Inc. makes better versions of products the couple
Christopher Angell, Founder of Jungell
feels passionate about. The two grew up loving candy bars, but realized as adults that they would have to stop eating them after reading the labels. You’ve probably seen organic or fair trade chocolate bars in your favorite health food stores, but Angell’s line of products are the first true organic and fair trade candy bars on the market. They make a point to bring their own flavors to products and not just make an organic copy of what’s already on the market.
Why make candy that’s both organic and fair trade? Christopher believes if your interest in organic goes beyond your own health benefits to include the health of the environment (for example, the overall environmental and human health impacts of pesticides in farming), you’ll realize that the two go hand in hand.
Christopher and Bill discuss the organic and fair trade certifications and what goes into receiving those designations, including buying component ingredients from certified farms, inspections from certifying agencies and restrictions on genetically modified organisms (GMO’s) in food products, as well as the fertilizers and pesticides used in many farming operations that typically supply the candy industry.
A relatively new company (launched in 2010), Angell generated significant interest in the marketplace and recently announced the sale of the candy bar operations to Betty Lou’s, another organic snack manufacturer that was a contract manufacturer of the bars.
With the transfer of the candy bar business, Jungell is now focusing on its other major product, GlucoLift, which is an all natural glucose tablet designed to help raise blood sugar in a safe and quick way. Christopher, who has diabetes, saw a need in the glucose tablet market and put his product creator hat on to come up with a better solution.
As he had discovered in the candy bar industry, most of the glucose products available to those managing diabetes and hypoglycemia were filled with additives, artificial ingredients and questionable GMO components. Christopher thought he could do better. The result of his work was GlucoLift, the first all-natural glucose tablet on the market. And while he was at it, he made them palatable, in a series of fruit flavors and in packaging that made it easy for someone experiencing the symptoms of low-blood sugar to manipulate.
What’s next for Jungell? As the company wraps up the sale and transition of Angell Bars to the new owners, Jungell will continue to focus on GlucoLift. And Christopher and Suzanne will look for the next need in the marketplace where they can make a difference.
Post Links:
Interview with Christopher Angell: Episode 57 of The Wendel Forum(27:53 mins; mp3)
Jungell website: www.jungell.com
Betty Lou’s website press release: http://bettylousinc.com/news_detail.php?id=38
960 KNEW AM radio website: www.960knew.com
Bill Acevedo’s online profile: www.wendel.com/wacevedo
In Episode 54 of The Wendel Forum (originally aired on March 17, 2012, on 960 KNEW AM radio), show host Dick Lyons continues his conversations with attendees of Natural Products Expo West 2012 in Anaheim. The show sees nearly 60,000 attendees and more than 2,000 exhibitors showcasing their products, including a wide range of natural living products, specialty foods, natural ingredients, supplements, and health and beauty aids. In addition there are numerous seminars and presentation, as well as informal discussions on topics from fair trade and supply chain issues to organic labeling and greenwashing.
Arran Stephens, President & Founder of Nature's Path, talks GMOs
In this episode, Dick talks with Arran Stephens, President and Founder of Nature’s Path, an organic cereal manufacturer in North America. The two discuss Genetically Modified Organisms, or GMOs, and their impact on our ecosystem and food supplies. In California, there is currently a signature campaign to put a proposition on the ballot that, if passed, would require product labeling so consumers will know whether their food has been made with genetically modified organisms.
What’s a GMO?
To genetically modify plants, bacterial DNA is spliced into the DNA of the plant. The bacterial DNA then may make the plant produce its own bacterial pesticide, thereby reducing the need for chemical pesticides (at least in theory), or make it more resistant to herbicide. The modified plant becomes a transgenic organism because it has had the genes of another organism spliced into its genome.
Whether humans consume GMOs directly by eating transgenic plants or indirectly through animals that have been fed GMO feed, GMOs are common in our supermarkets. In fact, Arran claims that about 85% of all foods consumed from our supermarkets contain GMO ingredients. There is little known about whether there may be long term consequences.
Since labeling is not currently required in the U.S. or Canada, it’s hard for consumers to know whether their food contains GMOs. Around 50 other countries in the world currently require labeling, from Japan to Germany and Brazil to Saudi Arabia.
How can you avoid GMOs?
U.S. consumers can avoid eating transgenic food by choosing to eat certified organic food. If a food wears the USDA Organic Seal, the product can be traced back to the source. However, even that doesn’t account for “drift” in our agricultural system. A field of corn or soy that is grown organically may still get some amount of background or trace contamination from naturally occurring cross-pollination with neighboring fields that have been planted with GMO plants.
Nature’s Path and many other concerned food manufacturers participate in a voluntary program, the Non-GMO Project, which was started in 2005. It’s a non-profit organization that puts products through lab testing to determine if there are trace amounts of GMOs. The testing is expensive, but many food producers, especially those who operate on a high-volume scale, find that it is worth the expense.
For Arran and others in the non-GMO movement, the first big battle is to require labeling that will allow consumers to freely choose.
Post Links:
Listen to the interview with Arran Stephens: Episode 54 of The Wendel Forum (27:51 mins; mp3)
Nature’s Path website: www.naturespath.com
Non-GMO Project website: www.nongmoproject.org
Natural Products Expo West 2012 website: http://www.expowest.com/ew12/public/enter.aspx
960 KNEW AM Radio website: http://www.960KNEW.com
Dick Lyons’ online profile: http://www.wendel.com/rlyons
In Episode 53 of The Wendel Forum (originally aired on March 10, 2012, on 960 KNEW AM radio), show host Dick Lyons visits Natural Products Expo West 2012 in Anaheim. The show sees 60,000 attendees and more than 2,000 exhibitors showcasing their products including a wide range of natural living products, specialty foods, natural ingredients, supplements, and health and beauty aids. In addition there are numerous seminars and presentation, as well as informal discussions on topics from fair trade and supply chain issues to organic labeling and greenwashing.
While attending the Expo, Dick had the opportunity to speak with Sarah Roquemore, Outreach Coordinator with the Union of Concerned Scientists (UCS), on the topic of palm oil, a product that appears in nearly 50% of the food on your grocer’s shelves and in products as diverse as toothpaste and laundry detergent.
Although palm oil is a widely-used product, most people have no idea how prevalent it is in our food stream. Nor do they realize the environmental impact its cultivation has on our planet. In recent years, the high demand for palm oil has contributed to the deforestation of many tropical regions. UCS claims that 15% of emissions that cause global warming come from tropical deforestation (more than all cars, planes, trucks and ships combined). The connection between deforestation and emissions is not obvious. However, trees can be viewed as big carbon storage devices. They absorb carbon dioxide out of the air as they grow. When trees are cut down and burned or left to rot, the carbon they have stored is released back into the atmosphere. In addition, deforestation has destroyed habitat for numerous animals and leads to loss of biodiversity.
Of course balancing the needs of the supply chain, the environment and local economies in (often) poor regions of the world is a challenging proposition. But there are some bright spots. Sarah suggests that there is movement on multiple fronts to address this problem, including promoting changes to the way we grow and produce vegetable oil, local jurisdictional controls on farming practices, and consumer campaigns that have changed the practices of companies who use the oil.
A relatively recent example of a successful consumer-driven corporate shift on palm oil sourcing happened in 2010 with Nestlé. After being targeted for their use of palm oil from sources of deforestation in a public campaign, led largely by Greenpeace, Nestle has adopted Responsible Sourcing Guidelines. The company has committed to “ensuring that its products do not have a deforestation footprint,” according to its website.
The Roundtable on Sustainable Palm Oil is another growing resource in the fight to produce palm oil in a more responsible way. This group actively looks to improve the sourcing options, simplify the distribution channels and verify the supply chain for palm oil. But it’s a complex problem, and some feel that the group has not gone far enough in establishing guidelines and certifications.
In the meantime, the Union of Concerned Scientists will continue their program to publicize the issue, taking knowledge to product manufacturers and the public.
Post Links:
Listen to the interview with Sarah Roquemore: Episode 53 of The Wendel Forum(27:53 mins; mp3)
UCS Report “Recipes for Success: Solutions for Deforestation-Free Vegetable Oils”: http://www.ucsusa.org/global_warming/solutions/forest_solutions/deforestation-free-vegetable-oils.html
Roundtable on Sustainable Palm Oil website: http://www.rspo.org/
Greenpeace follow up story on Nestle campaign (dated 5/23/2011): http://www.greenpeace.org/international/en/news/features/One-year-after-Nestle-committed-to-giving-rainforests-a-break–what-has-been-achieved/
Nestlé Responsible Souring Guidelines: http://www.nestle.com/Common/NestleDocuments/Documents/Media/Statements/2011-Nestle_Responsible_Sourcing_Guidelines.pdf
Natural Products Expo West 2012 website: http://www.expowest.com/ew12/public/enter.aspx
960 KNEW AM Radio website: http://www.960KNEW.com
Dick Lyons’ online profile: http://www.wendel.com/rlyons
Dick Lyons
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Bill Acevedo
