Justin Mares, a self-described follower of the paleo diet, noticed a trend in his community in 2014.
He was unable to locate any commercially available product, despite the fact that numerous websites
were touting the advantages of “superfood” bone broth.
Mares saw an opportunity and, before he even started sourcing his product, built a straightforward
website and used Bing Ads to drive paid traffic to it to demonstrate his concept.

Mares knew he was onto something when he received orders for his pre-launch product.
Bone broth is experiencing a significant resurgence in popularity: It is one of the healthiest foods
currently in style.
Large corporations mass-produced, commercially processed “food products” are beginning to be
rejected by consumers.
They are becoming increasingly interested in returning to their roots to food that was grown organically
by their grandparents and great-grandparents.

People who care about their health no longer care about buying the cheapest food at the grocery store.
They now wonder how they can make their own broth using slow cookers. They are looking for suppliers
of local bone at farmers markets.
They want to buy from reputable businesses that only use the best ingredients to make broth.
Using a testing and validation process, Kettle and Fire bone broth achieved six-figure sales five months
after its official launch.