AGEIST
The AGEIST podcast is where we rewrite life after 50. Hosted by David Stewart, founder of AGEIST and Super Age, we talk with extraordinary people—scientists, creatives, and thinkers—about living vibrantly in your 50s, 60s, 70s and beyond. From longevity science to emotional well-being, fitness to purpose, we explore the tools and mindsets that help us stay curious, energized, and deeply engaged with life. This isn’t about aging gracefully—it’s about living boldly.
AGEIST
Why Coffee is Your Superfood
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Before Andrew Salisbury became captivated by the biochemistry of coffee, he set a Guinness World Record jumping out of a helicopter tethered to a bungee cord over Cancun, part of a career that has swung between call center software, extreme sports, and now one of the country's fastest-growing coffee companies. In this conversation, the founder of Purity Coffee explains why much of the coffee on the market fails basic testing for mold and heavy metals, and walks through how various factors change how much of coffee's antioxidant benefit actually reaches your cup. He makes the case that coffee's health benefits come from its polyphenols and chlorogenic acids rather than its caffeine, a distinction he says the industry gets backward. Listeners will also hear about his newest venture, a honey partnership with an indigenous community in the Amazon, and why he thinks the choice of what you drink every single day matters more than most supplements.
Bonus: Save 20% on your order at puritycoffee.com with code AGEIST
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Key Moments
- "It's not the caffeine in the coffee that gives you the health benefits."
- "You need to lab test [coffee] to make sure that it's free of mycotoxins."
- "I went from the million dollar sort of systems that we were selling that would take a year, year and a half, to selling 25 dollar bags of coffee."
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Click Here for the full interview transcript.
A lot of people drink coffee, obviously, for the early morning, sort of first cup of coffee, the focus, the energy, that sort of thing. And that comes from the caffeine. It doesn't come from the antioxidants. But the health benefits come from the antioxidants. So the conflation of caffeine with coffee is probably one of the biggest sort of pet peeves I have in the industry, is that people say, you know, coffee is meant to make you live longer or help with heart disease or all these different things. So therefore you should drink more caffeine. Or you can and it you don't get the health benefits from a Red Bull or a monster or you know doing anything. It's not the caffeine that gives you the health benefits. So there's certain areas in dementia Alzheimer's that that's st that's still out where caffeine is a good sort of like a vehicle to sort of transport the antioxidants, but it's not really the caffeine that creates the health benefits of coffee.
SPEAKER_03Welcome back to the Ages Podcast. I'm David Stewart. Today in the show, something almost all of us do every single day and probably don't think nearly enough about it. Coffee. My vitamin C. My guest is Andrew Salisbury. He's the founder and CEO of Purity Coffee. I've got Andrew on the show today because personally I love his product. They sent me some and I tried it. I thought it was like the best coffee I'd ever had. And I started to read about it. I thought, wow, there's a lot more to this that I'd not know about. So we've got Andrew on. We're going to talk coffee. Before coffee, Andrew ran, of all things, a call center software company across Latin America. Before that, yeah, you're going to hear this like crazy story about Bungie jumping out of a helicopter at 9,000 feet. Uh the cord stretched to 3,000 feet? Okay. Um, so that's quite a story. You're going to look forward to that. Then we're going to get into this coffee that he that he makes, which is called Purity. And it's built from the single question does this decision make the coffee healthier? And if that's not the case, then they don't do it. So it's the only coffee I'm aware of out there that's not about taste, it's not about cost, it's health focused. And apparently the taste, which is what I love about it, came along for free. We talk about mold, we talk about mitotoxins in coffee, while your paper filters, and this was shocking to me, might be stripping out the compounds that are good for your liver. What a roast curve is. Yeah, what is a roast curve? Well, we're going to find out. And why Andrew thinks conflating caffeine with coffee is one of the industry's biggest cons. There's so much more to coffee than, you know, pick me up in the morning. Stick with us. This is one of my, I one of the most informative spots we've ever done. Looking forward to sharing it with you. We'll be back after a quick word from our sponsors. Every movement we make starts with energy, and that energy starts inside our cells. As we age, our mitochondria, the little engines that power us, can become less efficient. That affects strength, recovery, resilience, all the things we actually care about. Timeline developed mitopure with urolithin A to support metophagy, the process that helps clear out damaged mitochondria so our cells can work better. I think of it as working closer to the source. Timeline's clinically proven formula is now available at a new, lower price. MITAPU now starts at $79 when you go to Timeline.com slash AGIST. That's Timeline.com slash AGIS. This season I've been paying more attention to the energy curve. Coffee can be useful, but too much of it and I end up wired than flat. Element Lemonade Iced Tea has been a better afternoon move. It uses full black tea extract with electrolytes, so the caffeine feels steadier and there's no sugar, artificial colors, or dodgy ingredients. Sharp and clear is the goal, especially when it's hot out and hydration matters. Get a free eight-count sample pack of Element's most popular drink mix flavors with any purchase at drinkelement.com slash aegis. Find your favorite flavor or share with a friend. That's D R-I-N-K-L-M-N-T.com slash AGIST. A quick favor before we get going, if you get something out of this show, and I hope you do, tell a friend about your favorite episode and maybe even leave us a five-star review. We read every single review. One more thing. Find the one thing you're already doing every single day, and just do that in the best version you can, right? So you don't have to like, you know, optimize and go through every single thing in your life. What's one thing that you do every day and see if you can do it better? That's basically the whole philosophy behind the Super Age games. Small, testable habits stacked up over time. You want to know more about the first ever longevity competition coming to New York City November 7th? Visit games.superage.com and join Team Superage today. Okay. Time to get to it. Let's give Andrew a call right now. Andrew, great to meet you. You too, likewise. Some context here. Your company sent me some of your product, which is a special coffee, and we're gonna talk about that in a second. And I just want to say I went through the first bag and then I went out and bought like another bunch of bags because it is my new drink of choice. Because of that, I wanted to have you on as the person behind this, and I can't say enough about your product. But we're gonna we're gonna get into that in a second. But first, before we do this, a little background. Andrew, where where does this podcast find you today? I'm in Atlanta, Georgia. But you don't sound like an Atlantan. A little further east than Atlanta, originally from England, Cambridge. Oh, very nice. Very nice. All right, before we get into coffee, I gotta know about the bungee jump. So there's something about this Guinness World Record. You d do I have this correct? You jump- did you jump out of a helicopter?
SPEAKER_00Yeah, yeah, in Cancun, in Mexico. It was uh yeah. Special program for Televisa, the television company.
SPEAKER_03Uh-huh. Yeah. Please watch me. Well I I gotta know a couple of things here. All right. So first, like, what was your mental health at the time?
SPEAKER_00Not great, probably, but didn't play a huge part.
SPEAKER_01But uh the sort of background is that of this is that I actually started up the second uh commercial bungee jumping company in the US, and there was then Tower Cranes in the US, and then effectively moved to Mexico and had the first bungee jumping company in Mexico. Long story, but eventually did the world record with Televisa, which was uh the television company there with Oscar Cadena, which was sort of like a half hour half an hour program about cataloging world records and stuff, so it's very interesting.
SPEAKER_03All right. I have done some bungee jumping and I have witnessed some very dangerous illegal jump bungee jumping from places I don't want to talk about because I don't want to go to prison. Right. But tell me, you're in a helicopter 9,000 feet in the air. Yeah. Now you jump out, okay, and now you're dangling from the helicopter at 9,000 feet.
SPEAKER_01Now, how are you retrieved? So the big thing is this the um the helicopter's about 9,000 feet, the bungee cord stretched to 3,157 feet, and then really Oh my god!
SPEAKER_03Wait, wait, wait, wait. The bungee cord stretched to three thousand feet. How much cord is slack?
SPEAKER_01So like a thousand feet of that? So it's about cord is about was about 400 feet long, which are naked rubber bungee cords or rubber cord, and so it stretched you know four times as late. Then we had a static line underneath the helicopter, which was about 500 feet, to uh to make sure that when we released the bungee cord, it wouldn't release up to the helicopter. There was a complicated thing. There was drone parachutes on the bottom of the bungee cord, and then also like 500 feet of static line so that you know the bungee cord wouldn't rebound up and hit the helicopter.
SPEAKER_03Okay. All right. I really want to get the coffee, but this is like I gotta understand this. You jump out, you stretch down 3,000 feet of this thing, and then you're gonna, of course, bungee up, and there's gonna be a lot of sort of up and down until things stabilize. Yeah. And now you are hanging a helicopter 9,000 feet in the air. Now, how you either get to the ground or are you retrieved up into the helicopter? How does this happen?
SPEAKER_01Neither would be very safe. So we used a three-ring release, which is sort of like in skydiving. You basically pull something on your leg and then you skydive down, and I landed on the beach.
SPEAKER_02Okay, Andrew.
SPEAKER_03So this gets even better. You really need a mental health professional, I'm just telling you. Now, is the harness attached to your chest or your ankle? Ankles. Even better. Yeah, you went for the full thrill. Okay. So you're this thing is gonna take a while. There's only 3,000 feet. That's a lot of cable. So there's a lot of bouncing up and down, and now you are up in the air, and the helicopter, there's probably a lot of wind because of the helicopter. Yeah. And now you're hanging by your ankle, and then somebody gives you the word, like, okay, time to fly, and you let go, and then you free fall with a parachute. Yeah. And then you do that. And are you an experienced parachutist?
SPEAKER_01No, I've got about a 186 skydives. That's not, I mean, that in the grand scheme of things, that's enough to be sort of dangerous, but not a lot.
SPEAKER_03Wow. If you ever invite me on an adventure, the word is no. I'm just telling you from the get-go. A lot of fun. Sign of a misspent youth, as they say. You know, we had Laird Hamilton on a few weeks ago. Wow. And uh That's serious stuff. You you and Laird have sort of the same amygdala, like not functioning, is what it is.
SPEAKER_00That's great. No, he's uh he's uh real professional. That's amazing.
SPEAKER_03We're gonna pause there for a moment. When we come back, Andrew gets into mold mycoto mycotoxins. What is a mycotoxin? And why almost no other coffee bothers testing for either one? Stick around. Most of us think about muscle health in terms of lifting weights and consuming protein, but there is a deeper layer underneath all of it, and that is cellular energy. Your muscle cells are packed with mitochondria because muscle takes a lot of energy to do its job. As we age, mitochondrial function naturally declines, and that can show up as lower energy, less strength, slower recovery, and a little less bounce back than we used to have. Timeline has spent more than 15 years researching mitochondrial health and developed mitopure, which contains urolithin A. Urolithin A supports metophagy, the body's process for clearing out damaged mitochondria and recycling cellular components. In one study, participants saw a 12% improvement in muscle strength in four months with no change in exercise. That gets my attention. For me, healthy aging means protecting capacity, the ability to move, train, recover, and keep showing up for the life I want. Supporting the cellular machinery underneath strength and energy feels like a very smart place to start. Timeline's clinically proven formula is now available at a new, lower price. Midopure now starts at $79 when you go to Timeline.com slash agist. I used to think the afternoon fade was a caffeine problem. Have another coffee, push through, keep going. But caffeine mostly mutes the signal that tells you you're tired. The fatigue is still there, building underneath, and when it wears off, you feel the drop. What I like about Element Lemonade Iced tea is that it takes a different approach. It uses full black tea extract. So the caffeine comes with L-theanine and polyphenols, the way it exists in the plant. Then it adds a meaningful dose of electrolytes, sodium, potassium, and magnesium, the same foundation as Elements Core Hydration Mix. For me, that makes sense in the summer. Heat, training, travel, long work days, all of that asks more from the system. I reach for lemonade iced tea when I want something that feels clean, steady, and actually refreshing, with no sugar, artificial colors, or strange ingredients. Get a free eight count sample pack of Elements most popular drink mix flavors with any purchase at drinkelement.com slash AGIST. Find your favorite flavor or share with a friend. Once again, that's D-R-I-N-K-L-M-N-T.com slash AGIS. Let's get to what I really want to talk about here. Yeah, which is coffee. So I know I drink coffee, but let's talk about the health values of drinking coffee because there's a lot of studies on this. Walk us through this.
SPEAKER_01So the big thing is this that most people don't understand if they're a coffee drinker, they're probably getting their source of antioxidants from their coffee drinking. And not just because coffee is actually very high in antioxidants, but it also is because you do it every single day. So the frequency matters a lot. So the antioxidants mean that the polyphenols in coffee, which are sort of like created by the by the plant, reduce inflammation in your body. And so the value of doing that is that you drink a lot of good quality coffee, it reduces inflammation, and that's one of the reasons why there's a lot of health benefits from coffee that range from things like liver disease, prevention of type D, diabetes, heart disease, dementia, Alzheimer. The reason it's so prolific in so many areas in the body is because it reduces inflammation. And that's basically because of the CGAs and chlorogenic acids in the coffee.
SPEAKER_03There are considerable studies out there about how actually how many years of life it adds by drinking coffee. But not all coffee is the same. Yeah. So d tell us a little bit about that.
SPEAKER_01I think that's the thing. I mean, the way we started Purity, the initial source of focus on our company is we we wanted to avoid the bad stuff and maximize the good stuff. It was simple but not easy. It's very simple to understand what the bad stuff is, and that would be sort of pesticides, heavy metal, mold, mycotoxins, any of the sort of things that we want to avoid in our diet. That's actually relatively easy to source for that. And maximizing the good stuff is the chlorogenic acids, the antioxidants, the polyphenols in the coffee. And that could be, you know, the chlorogenic acids, caffestol, cowol, trigonaline, we know what the positive compounds are. So creating a sort of like a system that maximizes the good stuff and makes sure we minimize the bad stuff, and that's what we look for in coffee, is to try to how do we improve the antioxidants in the coffee and how do we make sure that the coffee is clean and has no issues.
SPEAKER_03And I I know that like cacao has a r a lot of issues with heavy metals. Is that is that the same with coffee?
SPEAKER_01I don't think it has the same problem that cacao does, and I love cacao, that's fantastic. Is a plant medicine fantastic. Heavy metal is as not as prevalent, but the problem that we've got is one of these things that if you're sensitive to those things, we need to test for them. And it's again one of these easy things to avoid. We can source for, so make sure that the coffee is cleaned of heavy metals and uh pesticide residue and all the things that you want to avoid. Is this why your coffee tastes so good? I think it's a mixture of things. I mean, I I think a few things are unknowable. It's a bit like this. I mean, like the law of unintended consequences. When we first started the company, we decided we want to do every decision based on health. That was our North Star. And we sourced coffee that was, you know, high in antioxidants, that was grown organic, organically, regeneratively farmed, designed a roast curve to keep the antioxidants in the coffee. But the end result was that the coffee tasted great. And we always used to think that it's sort of like uh an organic strawberry or something that's grown in its natural environment. It's going to taste better, but we didn't solve for that. Taste was wasn't the primary driver of purity coffee. Our primary driver was health. And then taste sort of came on as a added benefit, which is, you know, amazing taste in coffee.
SPEAKER_03What I do is I grind your beans and I do a pour over. Yeah. My wife isn't an espresso person.
SPEAKER_02Yeah.
SPEAKER_03Is there a are there different health benefits? Like does the methodology impact the polyphenols?
SPEAKER_01Definitely. The extraction method you use either traps certain compounds or improves that. So espresso is very good for chlorogenic acids because you're under pressure, hot water, and you're extracting a lot of chlorogenic acids, antioxidants in the espresso. If you're doing a pour over, for example, if you're using a paper filter, that will trap the lipids, the oils on the coffee, like caffistol and carriol. So if you're concerned about cholesterol particles and that sort of thing, then you should use a paper filter. But then there's all sort of science around that the caffistol and carriol is very good for liver health. So if you're actually using or drinking your coffee to maximize the liver health benefits, then you actually want to use, you don't want to trap it with a paper filter. You want to use a metal filter. So I mean, otherwise, you know, there's boil over coffee. There's lots of different processes for coffee that extract in different ways, and we've got some of that information.
SPEAKER_03So you just I I I never knew this. So the the the paper filter, if you're doing pour over, removes the lipids, the fats. But it's also removing some other of the good things that we want here. And the metal filter does not?
SPEAKER_01Yeah, so so the two primary things are caffistol and cowol, and they're just two lipids, the sort of fat molecules in the coffee. And the paper filter traps those molecules, and the metal filter does not. And so you might see a jump or an slight increase in cholesterol levels with caffistol and cowol if you you're not using a paper filter, but on the other hand, it's very good for liver health.
SPEAKER_02Well, okay. Fascinating.
SPEAKER_03So one of the things that I've heard some about is this idea of mold. Yeah. Talk to me about mold and coffee. How does how does that happen?
SPEAKER_01Is that prevalent? The the thing is this, it's one of these sort of falls in the category of the easy stuff. The problem in the industry is that that coffee is grown in sort of humid climates, it's on the equator, and mold can develop in a lot of places, and they're also the mycotoxin eats the mold. And effectively, you know, that's invisible. So you wouldn't see it with a naked eye. It's not like you would see coffee that's furry or whatever. And so you need a lab test to make sure that it's free of mycotoxins. So the good news is it's very easy to do. Like every coffee company in the world should lab test for mycotoxins because then it improved the standards downstream. And so the people who are actually sort of growing the coffee won't shortcut in the ways that could create mycotoxins. So, for example, there's lots of ways that could create mycotoxins in the in the processing of coffee and also the storage of coffee and that sort of thing, stored in humid conditions. But the good news is, I mean, it costs us, I think it's about $200, maybe $300 our container to test that there's no mycotoxins or mold in the coffee. You can test on the on the when it's in the green coffee before it's shipped, you can test afterwards, and you can reject those orders that have mycotoxins or mold in any part of the system. It's not expensive. It should be a low bar. Well, I'm saying it's important to sort for that, to make sure your coffee is tested to be free of mycotoxins. It's very easy to do, and everybody from standard coffee to every coffee in the world that you drink should be tested for those things. It's just a minimum anti table stakes.
SPEAKER_03I I'm not an expert on coffee, clearly, but I'm not aware of anybody else who does this.
SPEAKER_01Who who tests for these sort of things?
SPEAKER_03Yeah.
SPEAKER_01Yeah, I think I think there's probably three categories. There's the people who who test to avoid the bad stuff, which is, you know, one category of coffee, and then there's uh the other people who buy good quality coffee or or various standards of coffee, and then add things to coffee. So they they they don't represent or show that the coffee could be a superfood by itself. What they're doing is they're adding L-theanine or creatine or other things to their coffee. And then what we do is we focus, and I believe we're the only company right now that's focusing on this, which is focusing on making sure we don't have any of the bad stuff, but maximizing the good stuff is where it gets much more complex. It's much more complicated to make sure that the soil conditions are maximizing the antioxidants in the coffee and then designing a roast curve to keep the antioxidants in the coffee so you don't roast it away through the roast curve.
SPEAKER_03Okay, let's get into the roast curve. So we are really, this is down a deep rabbit hole. What is a roast curve?
SPEAKER_01Yeah. So imagine so when you take the green coffee, most coffee companies' job is to take green coffee and turn it brown and make it taste good, right? Uh the number one filter is the taste of the coffee. A filter is we want to maximize and keep in the antioxidants in the coffee and make sure that the coffee is good for you. So the very the way to sort of like visualize this on a roast curve is you have the most amount of antioxidants in the coffee when it's in the green beans. And as you roast the coffee darker and darker, you roast away the antioxidants. So in the early stage, and without geeking out too much, in the early stage of the roasting, you have a thing called acrylamide, which you get from any sort of like golden food, toast French fries have acrylamide. That's that's negative, a negative compound. You want to minimize the amount of acrylamide in your coffee. So as you roast the coffee, you roast away the acrylamide. But as you roast away the acrylamide, you also can create a thing called polycyclic aromatic hydrocarbons on the latter PAHs on the latter end of the road. And that's from any burnt food. So you want to sort of like find a sweet spot which the most amount of antioxidants, very little acrylamide. And no PAHs, and that's sort of the sweet spot of the coffee. If you wanted to maximize antioxidants, you could roast the coffee really light, but it would have levels of acrylamide that you wouldn't want. And if you want a coffee that's sort of like what most people are used to as terms of coffee, is a very dark roasted coffee, then you would roast the coffee very darkly. But the problem is you would roast away a lot of the antioxidants. So what we have to do is design a roast curve where we take samples, we send them to the lab all the way along the roasting of the coffee so we can make sure we understand what's happening to that particular harvest of coffee with the antioxidants. Because it varies from crop to crop, harvest to harvest. So you have to design a roast curve for that harvest, not just a generic one. The minutiae of knowledge that you have on coffee.
SPEAKER_03It's a little complicated.
SPEAKER_01Do you come from a biochemistry background? Not really. No, I I come uh no no I'm an entrepreneur at hearts. I I like I like sort of challenges and and starting businesses that I think solve a problem.
SPEAKER_03You make a lot of different versions of coffee. The the one that I am like utterly addicted to is the one that's two-thirds decaf and one-third calf, which I find is just sort of the perfect sweet spot for my nervous system. Yeah. And when when we're talking about decaf, how does that happen? And does that impact any of the chemicals we've talked about?
SPEAKER_01It can a lot, because the problem is that there's four different ways of decaffeinating coffee, and two of them use chemical solvents like methyl acetate, um ethyl acetate. Um and and the process we use is natural, it's spring water or mountain water, which we use water to decaffeinate the coffee. So the so the real problem with decaffeinating coffee is you strip away the antioxidants in the first two methods using chemicals. And the antioxidants are where the health benefits come from. Water processing does not, and neither does critical to CO2, which they use in Germany or whatever, and that's also a very good way of decaffeinating coffee, but it's easier for us to do that method, Swiss water process in the US. And that maintains all the antioxidants in the coffee, and the only thing it strips away is the caffeine.
SPEAKER_02Yeah.
SPEAKER_03Of this. Until we had this conversation. I didn't know this. I was just like, wow, this is really great. I need to talk to this guy.
SPEAKER_01And I felt the same thing. Ten years ago when I started this, I actually this started because my wife was drinking a lot of coffee. She was having health issues, but now that everything is fine. But but I I met two professors at the Institute of Coffee Studies in Vanderbilt, and I wanted to sort of like prove to the Wait, wait, wait, wait.
SPEAKER_03There is an institute of coffee studies at Vanderbilt?
SPEAKER_00There is. There is. Yeah. And you guys.
SPEAKER_01Ted Fisher, Dr. Ted Fisher and But but basically the same sort of decision, uh, the same sort of relation came to me where they would give me like a shopping list of the health benefits of coffee, and I was just blown away that if this was true, if coffee was so good, why was nobody doing it? Why was no one focusing on something that we do every single day based on health? And there really wasn't any company that was focusing on health. They were just focusing on either avoiding the bad stuff or adding stuff to coffee.
SPEAKER_02Yeah. Yeah, I have not seen anyone do this.
SPEAKER_03So thank you. I I also understand that Purity Coffee is a B Corp.
SPEAKER_01Yeah. So t tell me about that. I mean, I think that the most important thing. Well, uh tell you what I liked about the B Corp in the first place. It's about I like the standards, that there's a scoring system, a point system, a way of reaching that criteria, and it made us look at every facet of the company and make sure that we were rising to the level that we needed to in terms of not just being uh having a good product, but being a company that's also sort of paying attention to the environment. There's a long story in here, but I mean, what we started to recognize, and this is about four years ago, is that coffee that was grown in its natural conditions, closest to the way it would naturally grow in the environment, was higher in chlorogenic acids and antioxidants. And so there was a coffee that was grown in a way that's good for the planet is also good for health. And so that's one of the reasons why we started pursuing B-Corps, because we wanted to sort of like be in the same company of like-minded companies who were focused on measuring the impact that their product makes to the consumers and the people who were stakeholders in this.
SPEAKER_03I just want to touch on you for a second, because we're sort of talking around this business that you've created. And you mentioned earlier on that you're a serial entrepreneur. Just a few minutes. Tell me, what other businesses have you been in?
SPEAKER_01Quite a few. I mean, the last business was a company called Corsidian, which was call center software in Latin America. So, I mean, it couldn't have been more different. Call center software, a million-dollar sort of system. We would sell to the largest contact centers in Latin America, started in Mexico, ended up having offices in five countries with installations in 13 different countries in Latin America and sold that company back to the manufacturer who we worked with initially. But basically, it was all of I mean it couldn't have been more different. I went from million-dollar sort of systems that we were selling that would take a year, year and a half to close, to, you know, $25 bags of coffee. I mean, it just couldn't have been more different.
SPEAKER_03Yeah, I agree. So tell me about what, like, what what else are you interested in now? The span of your curiosity is uh impressive.
SPEAKER_01Honestly, the one thing I am really interested in right now, the thing that sort of like got most of my attention is honey. Honey. So we're doing that as a way of contributing. There's a there's a group in the in the Amazon called the Iwanawa, and they're a community of indigenous tribes that basically is looking for different sort of layers of income so we can maximize their layers of income. And so the idea of producing honey and giving them a fast start to get into business so they can produce their own honey that is produced by stingless bees in the Amazon, which is a it's it's got some huge health benefits, but it's very complicated as a business to start up and sort of create a sort of a fast path to capital. And it's not it's not quick. It'll take three to five years in order to get that fast start, but it's one of these worthy things that when you start that progress, it's something that we can scale to other other sort of communities and tribes in the Amazon, and I think could have a real impact. So I mean, I'm particularly interested in that. So Wow.
SPEAKER_03Okay. What I'm guessing is in two or three years, uh I'm gonna have you on, and you're gonna go through all the the biochemical benefits of this very specific honey that you found in Amazon.
SPEAKER_01Absolutely. It's very interesting. It's a very interesting subject because I mean, I'm a big believer in food as medicine. I'm sure you are as well. I mean, it's just one of these things where I think the more people pay attention to the food they put in their bodies, the better the health is going to be overall. And so we need to we need to sort of raise our standards when it comes to uh the quality of food that we eat. I agree with that.
SPEAKER_03And I also think, in particular, uh to this conversation we we've just been having, is that providing people with the knowledge for what that is. Until we've had this conversation, I was unaware of all of this with it was just like, wow, I love this. This is great. Yeah. So being able to have like proper consumer product education about what what this is and and and why you want X versus Y. Because as we've just discussed, all coffee, there's coffee and then there's coffee. They're different, this is different, different things.
SPEAKER_01And that's a bit of the problem. We don't give education enough time. I mean, if we're going to give sort of like a scrolling Instagram sort of post whatever, 10 seconds, five seconds, or whatever, it takes a lot longer to learn about why this is worthy and why you need to pay attention to this. And what I encourage people to do is is look around, you know, what did what do they do every single day and focus on that? I mean, what is the thing they're automatically doing, which is a high leverage point. I mean, it doesn't require a new habit. I mean, ice baths could be great for you, wheatgrass could be great for you, but if you're not doing it today, every single day, find the thing that you're doing every single day and get the very best. And pay attention to that category.
SPEAKER_02That that makes a lot of sense. Yeah. Amazing.
SPEAKER_03Do you have any more uh aerial adventures planned?
SPEAKER_01No. Oh, I haven't. In fact, my daughter who's 19 was was saying to me, I haven't done any skydiving or bungee jumping or anything for really for 20 odd years.
SPEAKER_00I think that that's a chapter that's behind me in in the sense that it's just the risk reward is not there anymore, maybe when I was younger.
SPEAKER_03Just as a side note, I'm I'm in Park City, Utah today, and there's a there's a town north of Europe called Ogden, and they have a skydive training facility where you don't use an airplane. It's a gigantic fan in this. And so I had never done anything like this before, and it was one of the most disorienting and sort of freeing experiences I've ever had. Like, because you like gravity is not the main thing anymore. It's wind and how you move your, you just like little moves, your hand, or your and yeah, you can suddenly be 50 feet up in the air, and then you move your hand a little bit and you're like back down.
SPEAKER_01I haven't tried that. I've never tried that before. I've never tried the wind turbines that sort of I know that there's a lot of and the the latest thing as well is VR goggles for base jumping. And that seems incredible.
SPEAKER_03Wow. Yeah. I'm gonna talk about this sort of abstractly, but I knew a group of somewhat adventuresome fellows.
SPEAKER_02Yeah.
SPEAKER_03I was living in New York, who would take advantage of some of the buildings in Manhattan to practice base jumping from, or some of the bridges to practice under jumping from.
SPEAKER_01That's incredible. That's an area. I've done that before, but it's it's an area that is like, I mean, these people really just have no fear. I mean, it just to me is like, I mean, the sort of life expectancy of base jumpers is not the same as the average bear.
SPEAKER_03Yeah, these gentlemen were Golf War One vets from all from the same sniper sort of gang. And what gets them excited, like gets them like even feeling awake. Yeah. Amazing. Yeah. Yeah. I just want to touch on one last thing, caffeine. Yeah. The thing that I like about the one-third, two-thirds mix is because the the caffeine mix is sort of at the right level. If I if I over-index, then things sort of lock up on me and I get I I just get sort of it doesn't work. So caffeine, I I believe is the world's most popular neurotropic. Sure. Yeah. That would make sense. Talk to me about like caffeine and how that all fits in with this.
SPEAKER_01Yeah, I I think the big thing, the big distinction is obviously coffee contains caffeine, but it's not caffeine. In other words, it's it's it's a series of a thousand different compounds, and one of those compounds is caffeine, and you can minimize the caffeine that you take, which has a certain side effect. A lot of people drink coffee, obviously, for the early morning sort of first cup of coffee, the focus, the energy, that sort of thing, then that comes from the caffeine. It doesn't come from the antioxidants, but the health benefits come from the antioxidants. So the conflation of caffeine with coffee is probably one of the biggest sort of pet peeves I have in the industry, is that people say, no, coffee is meant to make you live longer or help with heart disease or all these different things. So therefore you should drink more caffeine, or you can and it you don't get the health benefits from a Red Bull or a monster or you know, doing anything. It's not the caffeine that gives you the health benefits. So there's certain areas in dementia Alzheimer's that that's st that's still out where caffeine is a good sort of like a vehicle to sort of transport the antioxidants, but it's not really the caffeine that creates the health benefits of coffee. So that's a little bit of the pet peeve. You can play around with the caffeination, decaffeination of coffee, but you want to make sure that the coffee is decaffeinated in a way that's natural, like Swiss water or critical CO2, and pay attention to the antioxidants.
SPEAKER_03This is fascinating. Uh Andrew, I'm going to give you a chance to pitch your company. Tell me about it.
SPEAKER_01Purity Coffee. Um, company is purelycoffee.com. It talks a little bit about the law of unexpected consequences. I mean, we've been now, I think six times on August 11th, we were allowed to announce that we've been in six times in the Inc. 5000 fastest growth companies in the U.S. And that's really just a representation of the fact that people feel differently. So, I mean, that's the one thing that I would say probably proudest of is that you know we have around 65,000 testimonials on our site at a 4.9 star rating. There's no coffee company in the world who's got that many testimonials at a 4.9 star rating or anywhere close. So that's the one thing I would say is like this is a worthy thing to pay attention to. And if it's not our coffee, look for another coffee. Look for another thing that that works well for you because it just your choice in coffee is actually pretty important if you do it every single day.
SPEAKER_03That's right. Very well said. Andrew, thank you for your time today. Thank you for my pleasure. Educating me on what I call my favorite vitamin C.
SPEAKER_00That's right.
SPEAKER_01That's great. And if you think of more questions, you know, I'm happy to answer any of the come up. It's uh it's a very deep subject. I mean, Hildi, who's uh head of science, has just written this book, which is about a 500-page book about the difference of where co specialty coffee stops and where uh where health great. What's that? Show me the cover of that. What was this? I don't know if you can see that.
SPEAKER_03The coffee guide to better health. This is uh the product of an obsessive mind. Yes, that's right. That's right. Lack of sleep, I think. I I love a good obsessive. Yeah, that's right. It's great. Andrew, thank you so much for your time today. I know you're a big guy. I just really would just wanted to have you on because I'm just really taken with your coffee. I think it's wonderful.
SPEAKER_00That's great. I really appreciate it. Thank thanks for having me on.
SPEAKER_03Absolutely. Have a wonderful day. You too. That was Andrew Salisbury. And I'll be honest, I drink this coffee daily. Here, there's a cup of it. I have it every day. I love it. So I was pretty easy sell walking in here. What I do every morning is I make their favorite one that they make, is they make one that's two-thirds decaf and one-third calf. And that just works like perfectly for my nervous system. What I do is I'll have a few sips of that before I go out on my morning walk, and then I come back, I have my breakfast, and I finish up the coffee. Sometimes I'll have another one, maybe around 11, not often, but I really enjoy that first oil. I think truthfully, it's like the best coffee I've ever had. Um, so anyway, that's what I like about it. And now, now that I know I'm speaking to Andrew, I get so much more out of coffee rather than just it tastes good and my brain works a little better. It's a win-win. Reflecting back on this conversation, what I really like about what Andrew was saying was these high leverage points. The the quest to find the one thing you already do every day and make the best version of it. Instead of trying to overhaul everything at once. Let's start looking at our own daily non-negotiables the same way. Coffee's apparently already handled for me. So that's something. Thanks again to Andrew for coming on. And they was they were so nice. If you want to try his beans yourself, and please do, because they're great, it's puritycoffee.com. And if you use the code AGIST, you get 20% off at checkout. Thank you, Andrew, for that. That's it for this week. Stay strong, stay vibrant. We'll see you next time.