Today’s guests are Russell Barnett, CMO My/Mo Mochi Ice Cream and
Angie Thomas, Director of Marketing My/Mo Mochi Ice Cream.

Russell Barnett is a creative marketing executive with deep experience in category-creating food and beverage items. He specializes in providing vision, direction and leadership to entrepreneurially spirited brands.  After a stint in the advertising business, Barnett was asked to open the US Operation and run marketing for an unknown alcohol beverage, mike’s hard lemonade. During his tenure he took the brand from inception to +$150M in just 5 years.

Barnett then headed marketing for gardein, where the brand grew from ~$30M to a run rate of ~$90M annually before being purchased by Pinnacle Foods PF (NYSE). Additionally, Mr. Barnett held CMO tenure at KeVita which was recently sold to PepsiCo PEP (NYSE). Other career highlights include launching the popular snack brand popchips in the US, Canada and the UK while creating the “popped chip” category. He was also just named one of Forbes’ CMO Next 2019: 50 Game-Changing Marketing Leaders and one of Adweek’s 2019 LA Brand Stars.

Angie Thomas is a results-driven, passionate marketing professional with over ten years of experience in the food & beverage industry. She has driven growth of innovative brands such as 5-hour ENERGY, gardein (NYSE: PF), KeVita (NYSE: PEP), JUST water, and most recently, My/Mo Mochi Ice Cream! Prior to CPG, Angie worked for the New York Yankees. Angie graduated magna cum laude from Syracuse University, where she studied Sport Management at David B. Falk School of Sport & Human Dynamics and Public Communications at S.I Newhouse School of Public Communications. During her tenure at SU, she was a 4-year Division I scholarship student-athlete, 4x All-Academic, and 2x Time BIG EAST Softball Champion Pitcher.  Angie was born and raised in New York and currently resides in Los Angeles. 

Read the Full Transcript of This Interview

You may think sushi is the greatest culinary contribution from Japan, but I pose a strong contender. On this week’s podcast, we’re going to hear from purveyors of mochi ice cream, the small, round confections consisting of soft, pounded sticky rice dumplings formed around, you guessed it, ice cream. Today we’re joined by Russell Barnett and Angie Thomas. Welcome.

Russell: Hey, how are you?

Angie: Hi.

Sherri Langburt: Thanks for joining. I’m so… This is such a meaningful interview for me because go way back with lots of funny stories along the way. So thank you both for joining.

Russell: You’re welcome.

Angie: Yes, thank you.

Do you want to tell us a little bit more about what mochi is?

Russell: Sure. So first of all, mochi ice cream is sweet rice dough wrapped around premium ice cream. It’s handheld. Portion control, 110 calories, four bites. Totally transactional and you’re out. What it is not is Japanese.

Sherri Langburt: Maybe I need to change my intro.

Russell: No, no, no, it’s perfect. So mochi ice cream is sort of a combination. And it was actually mochi, which is Japanese, and ice cream, but it was invented in Los Angeles.

Sherri Langburt: Okay.

Russell: So what is uniquely American.

Sherri Langburt: So am I the only person who makes that mistake? Please say no.

Russell: No. What’s amazing is it leads exactly to where we are, which is this sort of hybrid of a variety of things. And so what we’ve done is we’ve taken an item with Asian inspiration and made it available to the masses.

Sherri Langburt: That is amazing. So, you know, thanks for the clarification-

Russell: Absolutely!

Sherri Langburt: -and my apologies. We’re off to a great start. But you know, just so everyone knows, like I’ve kind of… People who know me know I’m a little bit of a stalker and that goes back to my Weight Watcher days. But I have been stocking Russell and Angie, probably for about 10 years now. I guess I’d love to know a little bit… You both have really just been so involved in the food industry and just new brands.

Could you tell us a little bit more about your history working in this space?

Russell: Yeah. What I’ll do is I’ll sort of give you my quick rundown and then I’ll let Angie sort of chime in a little bit. And one thing, what you’ll hear in the food business, and I think in everybody’s businesses, you know, the people come first and people matter. And more importantly, when you find people that you work exceptionally well with, you make sure you keep them very, very, very close in your circle. And Angie and I have about a seven- or eight-year history of working together. But I sort of cut my teeth early on in the food business. I got the opportunity at an agency way back when to work on items like Oregon Chai and Garden Burger and you know, way, way old brands, but really innovative stuff.

Russell: And then as I was ready to start my own agency, got a phone call from a Canadian gentleman who had a brand called Mike’s Hard Lemonade. He wanted to bring it to the U.S. And so he and I connected and we sort of retooled this brand that was doing very well in Canada and made it accessible to the U.S. market and went from nothing to, in five years almost, I’ll call it $150, $175 million brand. And still kicking along today, which we love. And from that point, I was able to start Pop Chips. I was the second employee over with the folks from Pop. And took that business, you know, from a little-known better for you chip brand to what it is today. And I was there for about five years and took that business to a little over a hundred million dollars. From that point, moved to Los Angeles. Followed a blonde who’s now my wife. Right?

Russell: And then was able to connect with a gentleman named Yves Potvin. And Yves Potvin was the founder of Gardein, really the first plant-based protein company to go center plate. And he was running a business that was about a $30 million run rate when we came in. And his vision was to bring plant-based protein to the mainstream and really find a way for people to enjoy their food. Period. And if it happened to be plant-based, even better. And so we took that business to about a $90 million run rate and sold that off to what was the old Pinnacle Foods Group. Then I was able to go over to KeVita really quickly, help them with the rebrand before they sold that to PepsiCo. And here we are at My/Mo Mochi Ice Cream. And then I’ll give you a little bit of sort of update of what we’ve been doing there. But that’s my quick food industry history.

Sherri Langburt: So you haven’t been busy at all?

Russell: No, no. I’m really lazy. I am a slacker but I do get involved in really, really fun things and I’ve been very, very, very lucky.

Sherri Langburt: I find it inspiring because, you know, I’m Canadian. To hear that two of the brands… I think both of them right, were Canadian?

Sherri Langburt: Yeah. That’s awesome. Go Canada. Angie, tell us a little bit about yourself.

Angie: I don’t know how I really top that. I started out and had a sports background. I worked for the New York Yankees for a little bit. A couple of boutique sports marketing agencies. Started working at 5-hour ENERGY on their field marketing experiential programs. Ended up meeting Russell and ended up starting with him at Gardein. Also worked with him at KeVita and obviously most recently My/Mo. So I am so lucky and beyond grateful to learn from someone who has been an incredible visionary in the industry and I’m just having so much fun.

Sherri Langburt: That is amazing. You’re like definitely a dynamic duo. Now, so tell me like, I know that when I first started kind of writing to you both and you both knew many years ago what influencers were. Were one of the first people who ever responded.

Do you remember when influencers for you first came onto the scene?

Angie: So good question.

Russell: Yeah. And Angie, why don’t you answer this question?

Angie: I’m sure you’ll have your cake, too. So I think Russell and I will both agree on this. Anyone who kind of guides you towards trying something or convinces you to make a purchase or gets you to share a particular opinion is a quote “influencer,” right? So this idea has been around long before there was an actual term for it. The term was coined more so for the digital domain in recent years, but it’s really been around forever. So when I was younger, like the older girl that lived down the street convinced me that sparkle eyeshadow and butterfly clips was in, right? Or in sports, I wore a number two Jersey because of my favorite athlete. And I mean even Santa Claus can be considered an influencer. So this has been really going on since the beginning of time.

Russell: I would say that, you know, it’s certainly now an easier thing to correlate with the digital domain and the ability to really identify and measure what people’s impact are to your business or the conversation around your business. So I think that for us, you know, we look at influencer marketing as super important for us and we also, with a little bit of jaded, look at the term, say it’s not so new.

Sherri Langburt: No, I get it. So when you talk like that, you know, are you seeing that more of your focus is going toward influencers now or is it scaling back?

Are you growing the influencer portion of your marketing plan?

Russell: Yeah, I think that it certainly… You know, we fire on a couple of sort of key pillars in the marketing group. You know, we fire in the digital domain, obviously. We fire on PR and we fire on experientials. Sort of putting My/Mo Mochi Ice Cream balls in people’s hands and mouths. And so when you think about digital and you think about PR influencer, is a part of both of those elements for us. So yes, we will continue to use it. And actually we continue to lean further and further into it as we do our work. Over the years we’ve been able to allocate more time and energy. But what we’ve also been able to do is really come up with a strategy that works well for us.

Russell: So, you know, we get the question quite a bit, which is, “Oh, I’m just starting out. I should leverage influencers. How much money should we put aside to it? Oh my God, this is going to cost us so much money.” And we kind of take the exact opposite approach, which is really, dip your toe in lightly and find ways to create natural affinity between the brand and the influencer. And then find ways to sort of funnel them down into a place that sort of makes sense. Angie’s put together a great strategy about how she goes about doing that. Angie, why don’t you give them a little bit of insight?

Angie: Sure. So our strategy is a three-tiered approach. The first one is what we call always on. So we do year- long surprise and delight outreach where we kind of organically invite influencers to take a more active role with My/Mo. And then these folks self-select in a way and some of them end up being funneled down to like our second tier and we call that amplification. So this is where we would then potentially contract a select group of influencers to create content, participate in some of our larger partnerships or event opportunities. And then we kind of continue to notice who shows up in a big way and continues to. And then we then give them the opportunity to get even more involved, which is kind of our ambassador program, which is our third tier. So a very, very select few will come on board to create content on an annual basis throughout the year.

Sherri Langburt: And so when you’re doing this whole strategy, and thank you for sharing, because I don’t know if every one would be open to doing that. So it’s definitely helpful. You know, are you using tools?

Are you finding these influencers just because they’re engaging with you on platforms? Is there a PR firm involved? How do you find the influencers?

Russell: It’s all of the above. Angie, you can jump in.

Angie: It’s a good question. I think that for us there are so many tools, so many influencer platforms that can get a little bit noisy. I think for us, what we’ve really loved about BabelBoxx is… And we found such value not only with My/Mo, but we’ve worked with BabbleBoxx for three different brands that we’ve been a part of. And so we like how you kind of curate the best influencers. You connect the online and the offline really well through actual events and the BabbleBoxxes. We love like the box, the [Maddox 00:11:47], which helps kind of integrate the brand storytelling. So we have found that that creates the most affinity, the best experience for the influencers. And so I would say that that has been a big part of our influencer marketing strategy.

Sherri Langburt: Good to know. I had no idea, but thank you.

Angie: Of course.

Sherri Langburt: So when you’re selecting influencers, is there, you know… I know you talk about the strategy, but are there verticals you’re looking at? Are there locations? Like is there any specific criteria, like an engagement percentage, anything like that?

Russell: I think for us it’s a couple things. You know, our criteria is first of all, we fire on a couple of things. Our lifestyle platforms, our food, as you can imagine. Fashion, which is the great correlation between food, fashion, color and experience, which we love. And then last, sort of art and design. So those are sort of the three pillars. So we look for folks in those sort of arenas and they’re pretty wide by design. The other thing that we look at is, you know, we look at who their audience is, obviously. And so we have some tools that allow us to sort of get into that space. And we look at their content quite a bit because we want to make sure the content style… We don’t want to put anybody in a position where they’ve got to create a piece of content in a style that isn’t theirs, because it’s disingenuous.

Russell: So what we want to make sure is that our styles and our aesthetics and our language really, really marry up super well. And then what we also like to do is we then provide the opportunity for folks to connect with us. And then what we do is we watch what the engagement looks like, not just a sheer numbers game of how many people liked it, how many people clicked to the website, whatever it may be. But we look at the style of the content. So if we send somebody who’s a fashion person some information about My/Mo and they go out and do this great post, and it’s this beautiful picture of what we deem food porn and it’s mochi balls on top of mochi balls and it looks gorgeous. And she’s standing there, or he’s standing there, and someone comments about their shoes, that’s a miss.

Russell: So what that shows us is that those folks who are their fans and followers are more interested in them, the influencer, as opposed to what they’re talking about. The content of their posts. And so that’s where we really get into a lot of the nuance of what works and what doesn’t work. How do we identify, how don’t we identify? I mean, I think we’ve all done some great things where we think an influencer is going to work and we’ve spent some money against them. A little bit. And we’re completely like, “Wow, that went really sideways.” Where, you know, we hired a great influencer who is so on brand and we love her. I won’t name names here.

Angie: Russell!

Russell: And she’s on national television for major brands and is phenomenal. But the work that was done with us and the engagement around her wasn’t the marry-up that we anticipated. And while it wasn’t a failure by any means, it certainly wasn’t a moment where we were so collectively had this love affair. On the other side, we’ve had these great sort of moments where we’ve been so surprised by what has happened. And this one I can talk about. We have a gentleman named Foody Fetish and he’s out of Miami. And, he-

Angie: Wait. If you don’t follow him, you have to.

Russell: If you don’t follow, [crosstalk 00:15:40] you have to follow Foody Fetish.

Angie: Right now.

Sherri Langburt: Okay. We’re on it.

Angie: I’m sorry, Russell.

Russell: No, we’re going to definitely give him a shout out. But Foody was somebody that we started and we just invited him to it. We sent him some surprise and delights and he had a natural affinity to what we were doing. And we had a natural affinity to the type of style of content he created and we got into. And then we started bringing him to some events and he started just creating content. We’ve created a really nice personal relationship as well. And now he is one of our core influencers who stays with the brand on a regular basis. And we’re so close to him that, you know, by the way, we only communicate via DMs. I don’t [inaudible 00:16:27], which is phenomenal. He’s now sort of coming up on, I don’t know, 3.5, 3.6 million followers. And he’s become one of these guys that, you know…

Russell: For example, I was in South Florida a couple of months ago and I landed that morning and I sent him a quick DM and I said, “Hey, look, I need a place to eat tonight.” You know, because why not ask one of your favorite influencers?

Sherri Langburt: Well, it was Foody Fetish. Yeah, it makes sense.

Russell: Right? And I’m hungry. But what was great was he came and joined me for dinner. And it was not on a paid piece. It was not because, you know, I was in town and he felt an obligation. It was because we just really, really get along. And he had as many questions about how to build his business from our perspective as we had about how do we really create this great content collectively together. And that’s where this stuff really works.

Sherri Langburt: Yeah, no. I mean, look, we have a lot of companies. It’s just so interesting. Sometimes you see so much buzz around an influencer and every brand’s like, “Oh we want to work with that influencer.” And we’d had something similar. Like recently a brand was super, super picky with the influencers and no one was good and they wanted this. And then the last final two, they let us just say, you know… We said could we just make our recommendations for the last two? And those were the… It’s not to say that we know better, but sometimes it’s like brands are just kind of going toward that person that everyone thinks is going to get them the best results. And it’s those under-the- radar, really unique up-and-coming people that could resonate better.

Russell: Yeah. And again, for us, we don’t see fails in any of the things we’re doing. But what we say is, wow, that was an interesting lesson for us in how we really hone the strategy that Angie was articulating earlier. I mean it really… After that moment, that’s when the strategy came together. Before we were kind of like, well we think we have a way of getting at this thing. And it was very loose. And the moment this all came together it became really, really easy for us to graphically represent this funnel in a way that we could easily articulate it to ourselves and anybody we were talking to.

Sherri Langburt: We might have to create a diagram of the funnel and pass it around.

Angie: Oh, we’ve got that.

Russell: We have lots of diagrams, we have lots of charts and graphs. And we have lots of formulas for creative. Believe it or not, I love that stuff.

Angie: Russell’s favorite shape is a triangle. So I prefer circle, but his favorite shape is a triangle. So we are happy to share that.

Sherri Langburt: Thank you. Thank you. Well I’m going to… This next one’s for you, Angie. So we could go back about you cooking on a roof for an event we did. You are literally everywhere. I mean you go to every single event and every time I’m writing you, you’re somewhere else. So could you just tell us about how the event experiential side comes into play, particularly with influencers?

What do you do when you’re going to a Coachella and a Fashion Week when there’s so much clutter, how do you curate an experience around influencers that has them excited?

Angie: Experiential is our jam. We’re a digitally native brand and the in-person experience is so important. We love thinking about how to bring the My/Mo brand to life in real life. And when you have a product that people are unfamiliar with, there are some people who still haven’t heard of mochi or have tried it before. That experience in trial is key. As Russell mentioned, our lifestyle pillars are fashion, food and art. So everything that we do from an event perspective, from influencer, from content perspective, hits on one of those three pillars. So we have field marketing teams that are activating anywhere from 30 to 40 specially curated, high-impact events per month. And then we have certain tent pole events that we activate throughout the year. So we really love doing things that you don’t really expect, but make perfect sense. So My/Mo on and off the runway, or the red carpet at New York Fashion Week. Desert poolside at Coachella. The wrap parties at Sundance. Makeup and mochi ice cream.

Angie: So one that I think would be awesome for us to talk about is our National Ice Cream Day Uniqlo partnership. We teamed up to celebrate color, play, food and fashion for National Ice Cream Day, which is the third Sunday every July. It’s kind of like our Super Bowl. So we created this pop-up My/Mo experience in select Uniqlo stores across the country in major media markets. So it’s very much consumer-focused. But then we also tapped into our network of food, fashion, and lifestyle influencers for them to create and share content leading up to the big day, as well as on-site in each market to drive additional awareness and engagement. And so we brought in about 150 influencers, most of which were organic. Only a very small percentage were at all contracted. And the results included, I mean, more than half a billion earned media impressions.

Sherri Langburt: That’s amazing.

Angie: About 200 pieces of social conscience.

Russell: Six hundred million.

Sherri Langburt: That is amazing.

Angie: Six hundred million.

Sherri Langburt: That’s awesome.

Angie: Thank you, Russell.

Russell: Yeah, sorry.

Angie: That’s an amazing way to… You’re creating ultimately… You know, Uniqlo is bath retail, fashion. It’s food. But you would never necessarily put them together. And then as soon as you hear that it’s this really happy marriage of color and play and fun and fashion. So they’re an amazing partner and we were able to create this really fun experience and I’m so excited for what happens next National Ice Cream Day. We cannot wait to top it.

Sherri Langburt: Yeah, no, I mean it’s brilliant because they also have the stores where you could kind of bring in your ice cream and the foot traffic. So it’s a brilliant marriage.

Angie: And another example, I don’t think we’ve touched on it yet. Another example is a partnership that we did that we brought to life with NYX, with L’Oreal and their NYX professional makeup brand. This all started with a surprise and delight gifting. NYX had tried My/Mo. They were so inspired by the color and like that pillowy, soft texture. We ended up partnering to create a custom Love You So Mochi makeup line. So the product launch hit on PR, on social, on influencer and on consumer resulted in about a hundred million media impressions. And we had the ability to create some really amazing consumer and influencer experiences both nationally, and we brought in global influencers from around the world. We also partnered with Uber Eats to create this hashtag #MochiMonday campaign and we offered custom My/Mo in NYX care packages delivered right to influencers and consumer stores.

Sherri Langburt: When did this all happen?

Russell: Well you know, maybe I’ll jump in here.

Angie: Just this past year.

Russell: Yeah.

Sherri Langburt: We need to speak more because I had no idea about this cosmetic line.

Russell: So, maybe we should take a minute and kind of frame up what we’ve been up to for the past three years. Because we’re quietly under the radar creating a category. As we mentioned, mochi ice cream was invented in Los Angeles in 1992. It was a woman named Frances Hashimoto and she was fourth-generation Japanese bakery company here in the U.S. And they created mochi ice cream. They were selling things in like Trader Joe’s and especially in Asian channel stores and all of that stuff. And so unfortunately she passed away in 2012, and the family decided they were going to get out of the business. And so we acquired the business in 2015 with the investment thesis of Bring Mochi to the Masses.

Russell: And people said, “Mochi to the Masses? Never heard of it.” And our point of view was, “Exactly.” And so what we went about was retooling a business and creating a brand to fire on all the affinities in the marketplace. And so what we did was we dissected this thing and we said, “Hmm.” And I love conflict in brand. And I talk a lot about that. But when we looked at what we have, we have dough and we have ice cream, which collectively is effing amazing, but it’s also really weird. So we said keep the weird. Keep this idea of chewing your ice cream. And let’s then go about and take away all the other problems, because consumers can only deal with one step change.

Russell: And so what we did was we got rid of Japanese influence. We gave it an ode to Asian inspiration. I didn’t grow up with yuzu and red bean and black sesame, but I do know vanilla, chocolate and strawberry. And if I have to get exotic, I can get to green tea and I can get to mango. That was our baseline. Then it was… Food business at the time was all about the negative. It was the white space. And so you had Kashi boxes that had no color, no vibrancy. It was just raw and boring and it was void of. And we were so… We felt that there should be nothing void here. And it was already a colorful, playful product. So lean into this. So, we gave it bright, vibrant colors and gave it a name people could pronounce. And then the last thing of it was we looked at consumers and what they were doing and how they acted.

Russell: And we realized that the Holy Grail is not ice cream. The Holy Grail is snacking. And because we’re handheld, portion control, four bites, fully transactional, we were a snack that happened to be frozen. And once we figured that all out, we ran like hell. So we launched the My/Mo brand in January of 2017, so not even three years ago. We’re now available in almost 20000 retailers around the country, from a Wegmans to a Target, and everything in between. The mochi ice cream category in frozen novelty has grown five X. We’re almost 2% of all ice cream novelty sales now, the mochi ice cream category. And My/Mo owns about 90% of that category. So last brand to be measured in and now the leading brand to be sold. So think about it as there is no category without My/Mo. There is no mochi ice cream without… A category without My/Mo.

Russell: So very much like what Chobani had done with Greek yogurt. It didn’t necessarily invent Greek yogurt, but it was [inaudible 00:27:39] to bring it to the masses. KIND bars. What they were able to do to the bar category. And so that’s the space… What vitaminwater was able to do and the like. So that was the space that we knew that we wanted to be in. We knew we wanted to create a category. And now what we’re doing is really as a category creator and leader of really acting in a responsible way to ensure that this category continues to grow and flourish.

Are you going to go beyond this product line? Are there new products in the pipeline?

Russell: Heck, yeah! This whole idea of texture is really the wonderful moment. This pillowy rice dough combined with creamy something is really magical and sort of this play for your mouth moment.

Russell: So you know, we’ve been innovating since day one. We came out with the My/Mo brand, which is dairy-based. We knew quickly that folks would want to have a non-dairy or vegan option. So we have a line of non-dairy and vegan items. We then also knew that there was people who were snackers, but they like to eat ice cream. An ice cream eating occasion. So we came out with an ice cream with mochi bits in it. So think about a reverse engineer.

Sherri Langburt: Right. The cookie dough ice cream. Yeah.

Russell: Deconstructed mochi ice cream. And then of course there’s a whole series of other avenues that we can go into. When I said the investment thesis was Bring Mochi to the Masses, it was not bring Mochi Ice Cream to the Masses. So mochi ice cream is our proof of concept. And so now we’re involved in iterating in a lot of refrigerated and/or ambient solutions that are really snackable and then can also be ingredient- based. So look for more in 2020. There’s a lot of surprises on the horizon.

Sherri Langburt: I can’t wait, especially when you get to the savory category.

Russell: Yeah. Well what we’ve also done, what’s interesting is, you know, to sort of cover some of that off is one of the things that we also came out with last year was our triple layer. And so what we were able to do was, you know, traditional mochi ice cream that you would see that we created was the dough wrapped around the ice cream. Well, we found a way to put a core in the center of that. So we came up with a number of iterations of that. And our favorite being our s’more flavor. And that’s a chocolate-flavored mochi dough with a graham cracker ice cream and the fines of the graham cracker in the ice cream. And then it has a marshmallow center. So when you take a bite, your whole mouth just explodes. And not just a flavor, but this sort of textural overload and sensation. And so that’s where our sort of sweet spot is. So we’re going to always iterate in how do we make your mouth super happy?

Sherri Langburt: Okay. So your favorite is this flavor. Angie, is that your favorite flavor, the s’more, or do you have a different one?

Angie: Mine changes depending on the day. I’m not that helpful when it comes to favorite flavor. When I first started, ripe strawberry was one of my all-time favorites. It is one of the most popular ones in our line. Now I would say I’m a big dolce de leche fan, which is also one of our most recent flavors.

Sherri Langburt: Very interesting to know. I’m going to have to figure out what mine is. Thank you. Well I have to say the reason I love you both is because your energy and your passion. Like you just… It’s not just the color, it’s just I just want to go create. So I thank you so much for joining today and I think it’s so inspiring for everyone listening in. I’m going to just ask one last question, which I have to ask, which is my key question.

Is there an influencer you love to follow but hate to admit that you follow?

Russell: I’ll jump in because I got the boring one and then I’ll let Angie sort of close this out. So I’m really bad. There’s nobody that I can think of that I’m going, “Ugh.” But I follow weird things. So first of all, my love-hate is, if you don’t know what mukbang is-

Angie: No! That’s mine, too!

Russell: Oh, fantastic. Well, all right, well then I just stole her thunder. But mine is mukbang. It’s just awful to look at. And if you don’t know what it is, it’s people who are eating very close up and they have the sound on so you can hear every-

Sherri Langburt: Oh God.

Russell: -and every sound associated with eating and chewing your food at very close-up angles. And it’s crazy weird and it’s addicting. And then personally, if there’s a plane, a fish, or an animal, I’m following them.

Sherri Langburt: Okay. Yeah. Angie, did he steal yours entirely?

Angie: He did. So I don’t even know, though, if I love to follow the hashtag mukbang, but I can’t stop. So I would say that. If I had to pick another one, I would probably say I think I follow more animals than I do people, especially on Instagram. And I think that Walter Jeffrey is a favorite of mine that everybody is not so pleased when the posts come on. So, that’s all I’ll say. You’ll have to follow Walter Jeffrey to know what I mean.

Sherri Langburt: Okay, well now I’m going to be turning on to watching people eat their food. So thank you both for enlightening me with that. But thank you again. So special to be talking with you and I just, continue the success and we’re watching and cheering you on.

Russell: Very good.

Sherri Langburt: Bye, everyone.

Angie: Thank you so much. We had a blast.

Russell: Thank you.

Angie: Bye.

Sherri Langburt: Thank you. Bye.

Russell: Okay. Bye-bye.

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