hol+ by Dr. Taz

Inside the Clean Medicine Revolution with Genexa CEO David Johnson
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Dr. Taz: [00:00:00] And when your child is sick in the middle of the night, you still need a fever reducer, but it doesn't necessarily have to come with all the other inactive ingredients.

David Johnson: So many of these ingredients TAs aren't allowed in other countries.

Dr. Taz: I know, right?

David Johnson: It's a real challenge to disrupt an industry. And going back to that whole David versus Goliath, like you're dealing with companies that have very deep pockets, but.

Also don't like to be called out and don't want what they're really doing to be shared. Medicine has anywhere from 90 to 95% inactive ingredients,

Dr. Taz: right?

David Johnson: And then it's got five to 10% of the active ingredient, which is the actual drug. And the reason we take it in the first place. So when you take out all of those synthetic binders and fillers and dyes and parabens and everything that come along with it, you realize that you're removing the top commonly found allergens in the world.

Dr. Taz: My next guest and I go way back almost seven years back, and we are both bound together by our mission to really bring a new form of healing and new options. To all of us. I can't wait to introduce [00:01:00] you guys to David Johnson. He's the co-founder and CEO of Genea, the first clean medicine company. He was born and raised in a family of naturopathic practitioners and has been connected to the natural health space and wellness his entire life.

After becoming a father, and he's gonna tell us this amazing story. In 2010, he was surprised to discover all the artificial dyes, flavors, preservatives, and common allergens found in most children's over the counter medications, seeing a need for clean options. He co-founded Genea in 2014 to create medicine made with the same effective, active ingredients as the leading brands.

Without all the unnecessary artificial additives, Genea believes in putting people over everything and is on a mission to revolutionize the medicine aisle by offering clean choices for families everywhere. Welcome to the show, David. David. Super happy to have you here. It's great to be here. We know each other.

We work together on [00:02:00] genea. I am so proud, and I'm gonna be a hundred percent honest here guys, I'm a part of the Genea board and I'm so proud to be there. Genea is one of the first brands, you know, really on the forefront of clean medicine, looking for safe products for our children. I started my career in pediatrics.

I've talked about that many times, but I want my viewers and listeners. To know why you jumped into the space? Yeah. Like what was the motivation, what, you know, what made you get up in the morning one day and just decide to start a clean medicine brand?

David Johnson: Yeah. No test. And it's great to be here because I remember.

The first time we met, it was kind of like an aha moment, and from there we hit it off. Yes. You know, it's to absolutely circle back seven years later and actually sit and talk about, it's been that long. Oh my gosh. I think

Dr. Taz: so. Gosh, these years are going by. But yeah, I mean, I still think, you know, it's been seven years, but it feels like yesterday there's still so much to do.

There is so much to do. But how did you enter into this space? You

David Johnson: know, um, just, it all started as a [00:03:00] dad. Two young kids and going to the medicine aisle and really try and understand why so many things were unpronounceable mm-hmm. On the shelf. And one thing kind of led to the next from there. And it was this moment of, you know, I would say about 10 years ago we saw.

A lot of shift, you know, food and beverage and makeup and everything was kind of shifting towards clean.

Dr. Taz: Right.

David Johnson: And there was nothing happening in this major space. And you know, a space where when our kids are at their lowest point in life, or when we're at the lowest point of our lives, right. Right. You know, you, you turn to it right.

And, um, it's, it, you know, we can't hide the fact that America's is, you know, the, the, the ones that are, are, use the OTC self to, to self-medicate and, and self-treat. And, um, for us it was like this moment of if something could be done to really kind of effectuate change in this space and start looking at the, uh, the ingredients in this space, we, we had to go do it.

Dr. Taz: Were [00:04:00] you noticing with your own children, I mean. Absolutely. When someone's sick, you know, you're not sitting there, you don't have the bandwidth, you know, especially when it's your children to sit there and debate like, okay, there are 10 bottles on the shelf. Which one do I pick? Did you notice with your own children that they were reacting differently to some of these medications or having an issue with it?

David Johnson: Yeah, so Max, my, my co-founder, he always had a reaction when he took medicine and he suffers from pretty, pretty bad seasonal allergies. Mm-hmm. But just allergies in general. And he couldn't understand why, and he would take, you know. Blood tests and just everything and visit the allergist. And finally it was, you know, it was, they realized that it was a lot of the inactive ingredients in medicine.

You know, medicine has, you know, anywhere from 90 to 95% inactive ingredients.

Dr. Taz: Right?

David Johnson: And then it's got, you know, 10, five to 10% of the active ingredient, which is the actual drug. And the reason we, we take it in the first place. So when you. Take out all of those synthetic binders and fillers and dyes and parabens and everything that come [00:05:00] along with it.

Um, you realize that you're remo, you're removing the top commonly found allergens, you know, in, in the world, right? And as you take those out, you now can deliver a product that doesn't have the same reaction and, and gets, you know, to the, to the same place. So, you know, going back to my upbringing, to answer your question right.

I, I'm, I more, you know, came up through the, the nuts and seeds type of household where, you know, Hansen spritzers were the choice of drink. Yep. Friends didn't really want to come over and hang out. So there's nothing in

Dr. Taz: your pantry type that's situation's Yeah. We, we, so my kids say that about mine, like, there's nothing to eat here.

No, no. Gushers or fruit. Right. Right. But,

David Johnson: um, you know, so my kids, I raise them, um, very, you know, healthy holistically and Right. You know, I come from two, uh. Health practitioners, chiropractic physicians that, you know, raised me that way. But what I realized growing up and as a dad is, you know, I didn't have that knowledge.

I wasn't a practitioner, I [00:06:00] didn't have the experience, so I really had to teach myself and through these ingredients, um, I would see our kids, you know, react and throw up and do, do different things. And, you know, it really kind of led me to. To understand why they use these ingredients and why these products are out there.

Dr. Taz: Yeah. You know, I think the science has come a long way too in the last seven to 10 years or so. I think in the beginning we were suspicious and had an inclination that some of these ingredients might be doing something. But I think the science has come so far and you know, even what we see in practice is that.

You know, certain children and even adults, you know, have a threshold and they have sort of what I've been calling this toxic load that they're able, we're all biochemically able to only handle so much. That's right. And it's very individual. So you add red dye in, you add, you know, like MSG and you add titanium, high fructose corn, corn syrup, and you add titanium docs, you start adding these things in.

Some kids are gonna be okay. Yeah, no reactions, nothing. But then there's a huge. You know, [00:07:00] ballooning rate of like sensory disorders, you know, children with a DD and A DHD, children with behavioral issues, mood disorders, all these things. And the part that we have to do is. Parents and practitioners both is like, take a step back and be like, okay, what's going on?

Like, what, what is, what's the difference that was not there 20 years ago, 20 years ago, 30 years ago? That type of thing. So I think that this is a, a really important conversation for families and for parents to understand that there are options. How would you define clean? Like so many people have used that word, right?

Yeah. Like, you know, this is clean, there's organic, clean, natural, like there's all this stuff. Yeah. How would you define just the word in general? Clean?

David Johnson: Yeah. So the way that we define it at Genea is really. Medicine made with the same efficacy, but without any of the artificial active inactive ingredients.

Right? So very just focused on removing all things artificial. That's how we define clean in, in medicine. [00:08:00]

Dr. Taz: And are you hyper-focusing or targeting on any specific. Specific ingredients, like we want all of our products.

David Johnson: So we take, you know, like our focus is really that the inactive ingredient side are things that are organic, you know, from Mother Earth, right?

Um, we don't try to use artificial flavoring, you know, artificial dyes. Uh, our preservative systems are. Not propylene, glycols and Right, and, and things like that, right? Titanium dioxide, talc, uh, to, to bind tablets and things like that. So all of that stuff kind of, we just don't, we just don't allow it. It's, you know, we call it our X list, right?

So things that just can't make the product and then, you know. It's, it's really trying to reduce the ingredient and just the overall load. Right? Because like you said, you know, toxic load, it's, it's also just the intake, right. Of, of all this stuff. Totally right. So you try to reduce down and, and make and simplify it and, and help the consumer to understand what they're really giving their kid or giving [00:09:00] themselves.

Um, but you know, so many of these ingredients has, don't. Aren't allowed in other countries. I know, right. So it's, it's, I feel like we're, we've hit a, a movement and a moment in time that it's actually, you know, I remember speaking about gen genetics when we first met. Yep. Then it was like, MIT did an article on an active ingredients.

Mm-hmm. And now you've got, you know, every mom in the country talking about, you know, fighting for it and talking about it. And I think it's, I think it's wonderful because I think

Dr. Taz: it's amazing, but I don't wanna also, you know, skirt around probably what you went through. To get this going, right? Yeah. So you get this idea as a dad, like you decide we need clean medicines.

I mean, there's an entrepreneurial story here too. There's an innovator story here too. You don't have a science background that I remember. I don't, you know, so, you know, it's not like you're going back into the lab and trying to figure out what's gonna work. Like what are your, what are your next steps?

What do you do?

David Johnson: You know, it was, um. I always tell people, if I ever had a background in science or in [00:10:00] pharma, I wouldn't have done it. Mm, right. Think interesting.

Dr. Taz: Why do you say that?

David Johnson: Because I, it's just hard. Yeah, it's hard and it's, uh, it's, it's really, no pun intended, but it's a David and a Sea of Goliaths.

Mm. And it's, it's, it's intimidating. It's intimidating. Yeah. And it's a challenging world. And you're launching onto a shelf where every competitor has huge, huge pocketbooks and, um, you're challenging them. Right. And you're challenging the status quo. Mm-hmm. And you're doing it for the. For the greater good, but they're not seeing it as, as doing it for the greater good.

They're seeing it as, you know, kind of taking, taking profit away. Right, right, right. So I would, you know, going back to the entrepreneurial journey, you know, there were tons of bumps in the road.

Dr. Taz: Yeah.

David Johnson: And I remember when, when Max and I kind of came together on the idea, we, we didn't even, max is your

Dr. Taz: brother by the way, for anyone doesn't Right.

Partner, partner, partner. Yeah. Okay. Got it. Okay.

David Johnson: And then, um. We and our ex, my brother, he's also in the business as well. Yes. Yeah. That's where I got that from. I'm like, I know I [00:11:00] got that from

Dr. Taz: somewhere. That's right.

David Johnson: So it was, it was, it was this journey of, you know, where do we even go or where do we even start?

And how do you, how do you get a product made without using all these things? And, um. How do you do it for a low cost? Because, you know, the pharmaceutical industry is heavy research and development. It's, it's heavy costs. So we ended up using like, um, our grandmother's, uh, mileage points and flew around the country Oh my gosh.

And tried to convince every manufacturer to work with us. And, uh, everyone said no because they just didn't see. They didn't see it as a possibility. Right? Like, how would we bind this? How would we preserve it? How would we, how would we even get there? Right. Um, so we ended up actually back in LA at the time mm-hmm.

Where we were living mm-hmm. Before we moved here to Atlanta, which we love greatly. Yay. But, um, you know, and, and, and we had a manufacturer that actually committed to the idea of, you know, if this could get done, we'll give you guys a shot. Right. And, uh. We failed every, every [00:12:00] batch, every, every research and development batch we ran and, and then we, we kept going.

What did you start

Dr. Taz: with outta curiosity? What medication?

David Johnson: We started with the, the pain and fever. The liquid pain and fever. Okay. Okay. Um, and it was just, it was so complicated to get it to just. Be form, be a form that came together that delivered on the efficacy, that delivered on FDA requirements to sit on shelf and you know, all the stuff that comes of it because no one's ever done it.

Right? So it was, it was just failure after failure after failure. Finally, it fast forward, I think it took two years, we. We had success, came off the line, got an incredible group of investors who, you know, put, put their money at complete risk and Yeah. And believed in the idea and what we were doing and, uh, you know, then just kind of stuck to it and, you know, a lot of, a lot of ups and downs along the way.

Sure. But I'll say, you know, today we're in, you know, 50,000 stores in America and it's

Dr. Taz: amazing.

David Johnson: It's a, it's a great brand and it's a brand that consumers [00:13:00] are, are loving and are, are, are engaging with. Right. We're, uh. We're we bring, I always like to say like we kind of bring, you know, we're kind of in the middle, the middle of the road of like pharma and then kind of the healthier way of living.

Right. And we're kind of trying to. Bring that together through not being, you know, that pharma type of feel. Right. And really kind of a consumer centric type of feel where consumers can feel part of the, part of the brand and, and be a part of the growth and, and, and kind of, you know, help us make a difference.

Dr. Taz: Definitely. And I think, you know, one of the things I've noticed is that so many people and so many industries or companies, it's like. You're on one side or the other, you're either like all natural, all holistic, all like, you know, whatever words you wanna use. Yeah. Or you're over here and you're all conventional, you know, you want quote unquote, I've heard this word, the good stuff.

Yeah. You know, is kind of what people call it. And I think a part of my [00:14:00] mission in, in the space that I'm in with medicine and the practice of medicine and things like that, is there's a sweet spot. There's an in-between spot where you can still have. Good stuff, like the good stuff, but it doesn't have to be with all these other bells and whistles attached to it that are not really that great for us.

And I think that's where I found a lot of alignment with Genea is that we still need something to reduce fever. You know, when your child is sick in the middle of the night, you know you still need a fever reducer. But it doesn't necessarily have to come with all the other inactive ingredients. Is there any science behind these inactive ingredients?

Beyond what I've seen with like sensory issues and mood and learning and things like that. So there's

David Johnson: a lot. There's a lot when it comes to kind of gut or celiac or you know, those type of things. Okay. Um. And, you know, that was basically found in that MIT uh, research study, which they're about to continue doing.

Um, but a lot of what you've already mentioned is, is [00:15:00] really the focus, you know, around dyes. And that's been probably one of the biggest studies of them all. Okay. Um, but you know. It. It's just the whole digestive track and like synthetic versus non. Right, right. It's like

Dr. Taz: affecting the microbiome. Yeah. And the gut bacteria.

Yeah. Well, red dye just got banned. It did. Right. Which now very late in the game. It was already banned, I think in other countries. In

David Johnson: Virginia. In Virginia it was Virginia or West Virginia just banned All die.

Dr. Taz: Yes. And I'm seeing more of that, more states come out and banning different products. You know, why, why should parents, you know, maybe somebody watching or listening today, why should we be worried about red dyes?

David Johnson: You know, it's a good question, TAs, and, you know, I, I think it goes back to kind of the, you know, the, the conversation around children and, and, and, and, you know, all the developments that we're seeing. Yeah. Um, and it's what it does, the, the hype, you know. I, I more to the medical side. I stay, I stay [00:16:00] away from, in terms, in terms of the conversation of it, but I, I think it's.

We know it affects children. Mm-hmm. And, and I can promise you that affects, it affects hu it affects all humans, right? Yeah. I think if you think just, you know, going back to just sugar and what sugar does to, to a child, you know, red dye is, is it's, you know, it's petroleum based, right? And, you know, it's not, it's completely unnecessary And it's, it's, it's all for color.

Um. You know, it was originally taken out of, of, of our competitors because it used to stain, you know, parents' clothing mm-hmm. When kids used to actually mm-hmm. Spit it up 'cause they didn't enjoy it. But, you know, I, I, I think it just, overall it's, um, it shouldn't be in the food system. Right. And it shouldn't be going into the bodies of our, of our kids.

Dr. Taz: I agree. Are there any other ingredients that you feel. Strongly about that maybe parents are getting, or families are getting exposed to today.

David Johnson: Yeah.

Dr. Taz: That, you know, [00:17:00] something to, for them to be aware of. They're standing in front of that grocery aisle and they're getting confused. Is there something else, like you would be very specific.

Like, Hey, these are things that are banned in Europe. Be aware of it. Yeah. You know, ideally you're not giving your children this.

David Johnson: Yeah. So I would say it's all dyes. Okay. I would say it's titanium dioxides. Mm-hmm. I would say it's the artificial sweeteners. Right. So artificial sweeteners now are, you know, anything like orbitals and all those mm-hmm.

Different type of. Sucralose type, you know. Yeah. Products. Yeah. Um, are really ones I would stay away from. And then, you know, the, the talcs have started to be reduced for, I'm speaking specific to medicine. Right. Um, if you want to get into f more food, food, it's, it's, it's probably more the, the dyes and the sweeteners.

Mm-hmm. Um, but all of the binders and the, the parabens and, um. The, the really, the, the talcs and the titanium dioxides and the propylene glycols and

Dr. Taz: are the ones to be aware of. Correct. And to stay away from For sure. [00:18:00] So as you continue to build Genea and grow genea over the years, you know, did you get pushback from the industry?

I'm curious what happened there.

David Johnson: Yeah, we have, it's been, it's been tough. Right. Uh, it's, um, going back to that whole David versus Goliath, like you're, you're dealing with, with companies that have, uh, very deep pockets, but also, um, don't like to be, you know, called out. Right. And don't, don't, don't want what they're really doing to be shared and, um, and looked at in, in a, in a bad light.

And it's, uh, it's a real challenge to. To disrupt an industry and to, to come into an industry when you're constantly facing, you know, that, that level of, um, scrutiny. Yeah.

Dr. Taz: Has most of it been from your competitors or has some of it even been from the medical community or from Yeah. Scientists or, we actually

David Johnson: haven't, we haven't gotten any, you know, the medical community actually has been so supportive.[00:19:00]

Um, we go to the big pediatric event and I would say that, you know, everyone. Everyone from the people that are leading the event to, you know, top pediatricians in the country, they're coming over to the booth and they're just like, guys, you're really changing the game. Yeah. And we're, we, we've noticed that using your product is different and just keep going.

Right. If you can get. The ibuprofen's into the market, if you can get, you know, this cetirizine into the market. Right. That's a big one actually. Yeah. Those, those, those are, those are really where we need your help. Um, because we, we see more in, in the, in the allergy community, we see a lot of the inactive ingredients just really affecting the kids that we're, that we're dealing with.

So, you know, just kind of leaning more into. We'll support you, like go after, go after more products and so on. But it hasn't, it hasn't come from the medical profession at all. No. No. Okay. So mainly I'd say it's competitors.

Dr. Taz: It's the competitors. Do you feel like, I mean, what, what do competitors say? Like what?

What's the issue?

David Johnson: [00:20:00] So. I mean to, without getting into like complete details around, right. I think it's just like, generally it's, it's competitive marketing, right? It's like why, why say that we use this, right? Mm-hmm. Well, 'cause you use it right? And that's all we're trying to, to show. We're not trying to, we're not trying to scare, it's not a scare tactic.

We're not trying to, um, you know, attack your brand. We're just saying, you know, a consumer should have a choice to, to choose clean and, and, and have the option to do it, and then let the consumer choose. Yeah. Right. Um, we're driving the same efficacy here, guys, but you know, why was Vitta cheese able to be taken over by, by Annie's, right, right, right.

You know, the consumer. He's a lot more aware. That's what I say, so, so let us point it out.

Dr. Taz: Totally. And I say that too all the time. It's the consumer is driving the desire for a new medicine, for new products, for better food, for better makeup, for better body care, for all of it. For sure. And I feel

David Johnson: like te, it's finally actually driving.

I [00:21:00] know. So

Dr. Taz: I was, I was actually my next question, like what is going on? Like there seems to be this moment in culture and history where everything is coming together. In terms of almost an imminent collapse of medicine as we knew it. Yeah. Drugs as we knew it. You know, food, food as we knew it, you know.

Talk to me a little bit about what your sense is of like, what's, what's swirling, why, why is this moment happening now versus five years ago, or five years from now? Like, what's going on?

David Johnson: So I think, you know, I think we've gotten to a place where there's a lot more illness. Right. And you know, you've seen it.

I've seen it. Mm-hmm. And it's unfortunate. And the, the systems are, are, are getting, you know, overrun when it comes to, to, to the medical side of it. And I think that more than ever now, Taz, it's people like yourself. It's people like myself, it's people like my wife. It's people like [00:22:00] all these moms and dads that you see speaking up that are just, they're, they're sick of it.

Mm-hmm. Right. And we finally have brought our voices to, to the forefront versus allowing, you know, the bigger companies and, and just the world to kind of run it right and make the decisions for us. So I think it's just kind of been, you know. We've, we've gotten older and, and things have started to change and Louder Grum, and Louder and grumpier.

Right. It's like, you know, look, when, when you, when you and I were growing up, Taz, like Whole Foods was a new thing. Yeah,

Dr. Taz: right? Totally. We never shopped at Whole Foods. Walmart never shopped at Whole Foods.

David Johnson: And then Sprouts jumps up and then Walmart's the number one cell of organic product, right? Mm-hmm. So it's like everything has changed, right?

And the consumer is so much more aware and. We're wondering why everyone's sick and why our kids are having more allergies. It's like one in four kids now versus like one in 30 from 20 years ago [00:23:00] that have allergies and, and, and, and prob you know, are growing up with, with childhood issues. I don't have to tell you this, you know, way more.

Dr. Taz: Yeah. But I think it's this collective consciousness around something's not working. Something's not right. Our children are, you know, it's one thing when we get sick. Yeah. But it's another thing when we see. Children, I think sicker than they've ever been before, but in a different way. You know, the children are no longer dying of infectious disease or like, you know, those type of things, but they're having severe neurological, inflammatory, gut-based Yeah.

Conditions, you know, for which. There aren't a lot of answers, you know? And so I think, you know, I think parents and practitioners alike are like kind of coming together and saying, no, there's gotta be a better way. There's gotta be a different way of doing these things, you know? And so I think, um, I'm excited.

I. To see what happens next.

David Johnson: We'll see, there's been a lot of quick changes and yeah, we'll have to see how it all plays out.

Dr. Taz: And also remember there's always [00:24:00] this surge of resistance before things actually collapse. Yeah. So I think we're gonna see a lot of like tension and fighting amongst industries and things like that until finally it all collapses.

And then this is the new standard of manufacturing. This is the new standard for food. This is the new standard for medical care. But I, I still. I don't know what the timeline is on that.

David Johnson: Yeah. And, and we, and we, we don't know, but we have to stay pushing forward. Yeah, right. And pushing for better. And, um, you know, the challenge is these companies have been around for a very long time and they.

Are, are, are just well-funded businesses and you know, if you make fruit, fruit, fruit loops, you know, it's, it's, it's been around for forever long time. Right. But they, they finally, you know, got, got challenged and, uh, you know, it, it happened. Right. And Red Die went out the window. Right, right. So [00:25:00] at some point, I just believe so much in, in, in the consumer.

And them speaking because I've seen it Right. Since we started the business. Right. They're just, they're loud.

Dr. Taz: So this will organically take place.

David Johnson: I think so. Um, it's gonna take government, right? It's gonna take, it's gonna take certain areas of government to allow for it. Right. For example, going back to what I said earlier about, you know, the Europe, the European Union.

Outlaws so many ingredients that we allow. Yeah. So it has to kind of start from that. But the more they get pushed, you know, they made a change. Yeah. Right. And then if you have, if you have states that actually will take it on where, you know. The movement starts pushing states, you know, it doesn't really, it needs, it will happen at the, it will, it will happen at the, you know, the top of the government no matter what,

Dr. Taz: if all the states are following suit.

So I have a question, and I, I truly don't know the answer. What does it look like globally? Like, what does it look like in China or India or the Middle [00:26:00] East or Africa? Like, do they have regulation on these things? Where, where are they with all of those?

David Johnson: So, you know, I don't, I don't, I don't know. Like all of those places.

Right. But I can tell you Europe, you know, China, like China restricts certain, certain things. Um. You know, I would say more like areas like Australia and, you know, they have, Australia has a certain level of manufacturing that, you know, US manufacturers try to get, right? Yeah. It's called, I think TGA. Mm-hmm.

And it's like a whole nother level of what comes into the, to the system, how it gets processed, you know, from everything from water to, you know, the, the goods that go into it. I, I would say that we're our system, you know. You see a lot of comparisons online of like McDonald's in the US to McDonald's, right.

In India. Totally right. Or you know, however, and it's drastically different, right? And it's because those countries restrict it, but it's also because their health systems are different, right? [00:27:00] So, you know, you think of like Europe health systems or Canada health systems, right? And you don't, you don't find the same product in grocery stores.

You don't find. You know, fast food restaurants on every corner. Right. It's, it's just a different, it's a different way of, of, of, you know, just consumer intake around all things food and, and, and medicine.

Dr. Taz: Are we one of the unhealthiest countries when it comes to that?

David Johnson: I think we are. Ugh,

Dr. Taz: that's not good.

David Johnson: I think we are, but I think, I think we're heading in the right direction.

Dr. Taz: So it's interesting 'cause, you know, as our voices come together and as consumers come together. You know, many of us, myself, you others, you know, we've taken on initiatives because of something that happened to us. If somebody is listening to us talk today and they have an idea in mind or a way of, you know, sort of joining this movement or there's something that they wanna change, right?

And I've seen it across every sector, whether it's, you know, a drink [00:28:00] or a personal care product, or you know, a makeup product or whatever else, you know. Talk a little bit about what they should plan for and what to expect as they go about building, you know, a company, a brand from scratch. Yeah. And a brand.

David Johnson: Yeah. I, I, I mean, the thing I always say when asked that question is, do something that you're passionate about to start. Mm-hmm. Because if you don't have the passion that's gonna drive you day in and day out, you just, you, you won't get there. And, um, this was. For Max and I, it was such a, a passion project because it was our kids and it was like, well, why, when we type these ingredients online, does it bring up all this stuff?

And obviously it's, you know, more of an intake, right? It's like, almost like if you're, you know, taking more than just, you know, a couple, a couple teaspoons of medication. But over time it builds, right? And it's like, well, why? Um, [00:29:00] so, you know. If you, if you don't have the passion, you, you start to, you know, your flame starts to, starts to burn out, right?

Mm-hmm. And then, you know, once you have that, I would just say like, believe in, in what? In. Once you believe in what you wanna do, you know, just start taking, um, the steps to go get it done and just sell off the belief that you have in, in the product. And you know, it, it won't necessarily work out right, but, but you know.

Uh, you, you have to understand that, that in life there's so many other bumps in the road that you get over, right? Um, whether it's, you know, family or school or just, just, you know, dating, marriage, whatever it is. And it's like this whole idea of, of developing a brand and a product that can make a difference.

Was just at the forefront of like everything we were doing right. And it was, it was to do that and do it, you know, [00:30:00] trying to put it ahead of you. Right. So it's like at the end of the day, we're all, you know, leave something behind, right? And like, what, what can it do to, to change, you know, society and, and, and what you're leaving behind.

So, you know, long, long-winded answer, but. It comes back to passion. Passion. And don't just do it because you think it's a good idea. Right.

Dr. Taz: I think there, like if we went back and calculated like the number of hours that we spend there, I always tell my children this too. There's no amount of money that.

Like reimburses you for the amount of time you spend when you passionately love something and you just wanna see it come into fruition. Yeah, and I think that is, that is a key ingredient, but there are always lows, right? In any entrepreneurial journey, there are always lows. You, you know, found a manufacturer, you found investors.

Were there any big lows after that?

David Johnson: Yeah. You know, you, you, I I, I have to say, [00:31:00] being a little bit vulnerable for a second, Taz Yeah. I'm a very trusting person. Yeah. Right. And as an entrepreneur, you trust, and as you start to trust, you realize that, you know, not everyone can be trusted. Right, right. That comes around you and, uh, you want everyone to be good and you want to, you want to, you wanna go along.

I think you're on the same team. You think you're on the same team. Yeah. Yeah. But it's, um. It's a, it's a challenge, but again, I think that's where the passion can pull you through. Right. Like if you're really just passionate about it, you know, this company has been going out for eight years. Mm-hmm. And the year it started, my daughter was born and I would say that I spent of the first year of her life.

Minimal time with her. Mm-hmm. And, and it, and it crushed me. Yeah. Right. Yeah. And I've been, you know, over the past three years, just so focused on them and being a part of their lives. Right. And that, how that ties into Genea

Dr. Taz: [00:32:00] mm-hmm.

David Johnson: Is. Is now they understand why, you know, I had the passion to do genea, right?

Yeah. So, you know, just bringing it full circle, it's, it's, um, the bumps are worth it. I would the thing, you see what I'm saying? Like the, the tough things are worth it, but, um, don't forget to, you know,

Dr. Taz: have some fun along the way. Have some fun along the way. Yeah, I mean, I think I would, I would say the same thing.

I think there were some lows mainly around people and would they. Did and did not do, or said they would do and it didn't happen, or whatever. You know, those are stories of the past, but you're right. It's like the passion, the mission. And then I do think there's one muscle that if I was advising, you know, younger business folks or somebody who had an idea is, is really developing resilience because I think you're gonna get knocked down.

Yeah. You're gonna get knocked down at home, you're gonna get knocked down in, in your business. But your ability to [00:33:00] take the lesson and then to walk out of that situation a little bit stronger and wiser, but not bitter and negative. That's right. I think that's like a really important line. 'cause I've met plenty of people who get really bitter and really negative, really distrusting, like, don't go to that extreme because I don't think that's helpful either.

Yeah. But, but like, just come out a little bit stronger, a little bit wiser, a little bit. More aware, you know? And I think that's a part of the journey, you know? Yeah. So, yeah.

David Johnson: Yeah. And kind of like, just go back to the heart, right? Yes. Go back. I like that. And try, try to get outta the head and go back to the heart.

So

Dr. Taz: do you have any, like, just from a self-care standpoint as an entrepreneur, you know, 'cause there are all kinds of piece people that listen to our show in different walks of life. You know, if you're in this, when do you call it? Like, and it's time to go to bed and it's time to wake up. It's time to eat.

Yeah. Some of those things, how do you take care of yourself?

David Johnson: Yeah. So the one thing that I've done over the past year is put my phone down. Ooh. When it's bedtime. [00:34:00] Yeah, right. For the kids. And it's been huge for me because I was the one that like. Emo came in, text came in, yeah. React to it. Yep. And like I knew that it was like, and sometimes it would be a bad one, right?

And it's like,

Dr. Taz: right

David Johnson: God, I can't even get this outta my head. So then I'd find myself lying in bed and my daughter was talking to me and I don't remember any of the conversation. And it was kind of like this aha moment of, you know what? The evenings with the kids are gonna be sacred. Sacred. Yeah. And, and I can come back online and, and, and I do.

Right. Um, so that was one thing. Mm-hmm. Which I think helps from like mindfulness and just being present. Yeah. Um,

Dr. Taz: well we were never meant to be like connected 24 7 and it's awful. And it's terrible's terrible brain. Now kids, our kids, you know, our kids are

David Johnson: being affected by it. Yeah. But, um. And then I, I, I try to, um, I try to get out and walk early in the morning.

Mm-hmm. Um, take in, uh, well this beautiful spring here in Atlanta right now, but yes.

Dr. Taz: As long as you don't have allergies, yeah. [00:35:00] It's awful. Yeah, right.

David Johnson: But, but just, you know, trying to, to, to meditate and, you know, just be in and be in nature and, um, being a lot more. At peace with like, anything can happen, which it does take time and Yeah.

You know, obviously in the beginning of, of the business, there was just no way I, I could have done that, but Right. Just accepting what is,

Dr. Taz: is there, you know, I, I meet so many people, so many different entrepreneurs, and sometimes these journeys take a toll on our health. Is did you experience that at all where Yes, there was a health.

Issue and, and the reason I'm bringing this up is because I think as you build a brand and as you follow your mission, it's easy to also turn off. Your own personal needs that are physical and medical and emotional and kind of wake up 10 years later or 15 years later being like, wait, I have what? Yeah.

Like what do you mean? Or what are you talking about now? I always say it was fortunate for [00:36:00] me that this happened when I was younger. And I had a little bit of like, okay, I need to take care of myself as I went into this leg of my journey. Yeah. But I still get completely absorbed with what I'm doing. I think I remember it.

Yeah. You know, and forget to take my stuff or don't take care of myself or things like that. Was there a moment where you were like, okay, this is now affecting my health, and what did you change?

David Johnson: So it was, it was actually twofold. I, in the beginning, about the third year into Gena. I lost my dad. Mm-hmm.

Right. And he was young, 70 years old. And it was, it was a real aha moment. Right. But at the same time, I was so into this, and like I said, with, with my little, my little girl, I was like, so not there. Right. Yeah. Um, but I also like developed major gut issues. Mm-hmm. Right. Okay. And I, and I, and I believe a lot of it was from stress.

Mm-hmm. And just the whole build of the business. Right. But. Uh, that whole episode of losing [00:37:00] dad and my, my kid being born and you know, it just, what are we, like, what are we doing, right? Mm-hmm. And it was like an aha moment of, you know, I gotta correct this right? And I corrected it through food. Um, and just, you know, staying away from the things that would really, you know.

Inflame me. Mm-hmm. And everyone has, you know, different, different, different things that can, you know, that get them or, or bother them. But that, that whole time in, in my life was like a real, a real dark

Dr. Taz: chapter. Dark

David Johnson: chapter. And, you know, things happened within the business and, um, you know, there were people around the business and just, just a lot of things that really brought me to a moment of, um.

Deep, deep reflection.

Dr. Taz: Hmm. And I think that's so important to have like a self-care routine of some kind. Yeah. Have some breaks in place when you're on a journey like this and trying to build, so what are, what are you hoping will happen with Genea as we [00:38:00] look into the future? What like, are there new?

First of all, maybe tell our audience like what some of your main products are. Are you guys innovating more products? Are you, you thinking about adults as well? Yeah. And you know, kind of what is the future look like?

David Johnson: So we, right now we're in kind of pediatric analgesics, right? So more like the pain and fevers for, for infant and, and, and, and kids.

We've now moved into adult. Kind of analgesics as well. Mm-hmm. And, and then we're, we've shifted also to, to children's cough, cold and children's allergy. And the, the pipeline is robust and it's, uh, it's really trying to create a clean option across the whole medicine aisle. So, so a consumer has an option to choose clean and, you know, regarding the first question about like, what's in store?

Yeah, I think. You know, Taz, we've, we've definitely grown from day one and it's become a, you know, a, a much bigger business and, and one that, um. I want it to be here to stay. Mm. [00:39:00] Right. And I want it to affect change for, for health into the future. So I think when I get asked the question, I kind of go internal and kind of say to myself, well, will we stay?

Right? Yeah. Like, great, we can sell the business and everyone can, you know, realize the reward. Right? Right. But. But will we stay into the future? Yeah. Because it's a, it's a game changer on shelf and it's a game changer for the industry. And the industry is very much aware of, of Genea now. And we want them to become more and more aware.

And at the end of the day, if they start changing their products, it's win. It's a win. It's a win. It's a win. There's, there's, there's space for more than one and be way far beyond that, that, that would really drive. Everlasting change, and it's a win for consumers and people.

Dr. Taz: So it's always a win when you sort of like affect change in other, in the rest of your industry.

Yeah. By, by [00:40:00] what you do. I, I definitely agree with that. What are you the most excited about? What's next for you?

David Johnson: You know, I, I'm excited that. The, the years of sweat and, and, and, and drive and, you know, gray hair and Wait, were you

Dr. Taz: gray seven years ago? I care. No. Okay. I couldn't remember. I had beautiful brown, brown hair ta.

That's right, that's right.

David Johnson: But you know, I think notice I'm not gray fy Yeah, I know. Maybe artificial. Anyways, um, the, the. You know, I think it's just, I'm excited. I'm excited where the business is. I'm excited to see where it's, it's, it's continuing to go. Um, and I'm, I'm excited that we can finally be part of the bigger impact story, right?

Mm-hmm. We can now, as a business, we've gotten to the place where we can challenge the status quo. Mm. I love that. And love, we can, we can be supportive of everyone that wants [00:41:00] change, right? And we can lead that from a, from a. A competitor perspective, um, versus, you know, just an influencer perspective. Right?

Right. We can lead it on shelf, we can lead it, you know, with capital we can, you know, it's, so we're, we're, we're in a place where it's really, um, now continuing to build mode and continuing to, to bring, uh, a lot of that, that influence of, of new products to market and, and, um. Being a voice,

Dr. Taz: do you think in our lifetime that we will have policies around.

Definition of what's clean, what's organic, what's natural? Like clear standard. Yeah.

David Johnson: So I think, you know, I think the USDA from an organic standpoint does a, does a decent, yeah, a decent job. They actually have one. That's true. I think the, I think natural's kind of gone

Dr. Taz: vague and gone and

David Johnson: gone and I think people don't, don't get it as much, um, anymore.

I think [00:42:00] clean kind of got a definition in beauty. Um, you know, you saw, you know. You saw the government really start to, to remove some things that could be in makeup products and, and, and lipstick, you know, just all products that, that, that, that were being used. I, I'm gonna push for it. Mm-hmm. You know, that's kind of where I.

You know, going back to your last question, it's really where I would love to focus going forward. I

Dr. Taz: think you'll be in po That's where I was going. Do you think you'll be in policy more or like, I, you

David Johnson: know, I definitely wanna, I don't wanna be in politics. Yeah. Right. But, but I, I, I wanna push policy. Yeah.

And, um, you know, there's a lot of conversations happening and a lot of people coming together and, you know, I wanna, I really want to influence it. I wanna be, I wanna be a part of it because again, it's not for the benefit of Genea. Right, right, right. Because it benefits everyone. It benefits. Every, every food product, every medicine product, but it benefits the consumer at the end of the day.

Well, I

Dr. Taz: just feel like there's so much confusion, right? Lots like, okay, is this one okay? It says it's clean. This [00:43:00] one says it's organic. This one says it's a lot of whitewashing. You know, it's just like, uh, which one is the one to pick? So I feel like if there were clear standards. Then the consumers would know, like then you make a choice.

Right?

David Johnson: Or just a, a complete policy about what can be used in the country or

Dr. Taz: that Yes. Which

David Johnson: would be, that would be even more powerful. It'd be game changing. Yeah. Yeah.

Dr. Taz: It would be very powerful. Well, it's so exciting. I can't wait to see sort of what happens next, uh, both with Genea and with you. I do think, you know, when we ever, whenever we're trying to push against the status quo, it does take passion and resilience.

But I also wanna remind everybody it takes having the tools to take care of yourself and then, you know, really. Take care of your family. I mean, some of my regrets are the kids were little and walking home at nine and 10 o'clock at night and, you know, missing out on some of that stuff. 'cause I was so new and I didn't know what I was doing.

And that's the amount of time it would take to like, get things done, you know? So it's [00:44:00] just having some of those guardrails in place I think is, is so important in an entrepreneur's journey, in an executive's journey. You know, no matter what you set out for, you know, in life, you know, and, um. I, I'm excited to see where everything heads.

No, it does. You know, so, but I've gotta ask you this question 'cause I ask everybody this question. Yep. Um, what makes you whole?

David Johnson: What makes me whole? Yeah. Um, my family,

Dr. Taz: every, we get that. Everyone answers. Usually, I think 95% of our guests have answered with family. Yeah. You know, and I think it grounds us, it gives us a sense of identity and purpose.

Makes us wanna leave a legacy for sure.

David Johnson: Yep. And they'll be there for you. Right. And uh, and the highs and lows. Yep. Circle gets smaller and smaller and family's always in it.

Dr. Taz: Yes, for sure. Well, thank you so much for taking time out today. No, thanks for having me. To, if people wanna find out more information about you or Jena, what's the best way for them to,

David Johnson: they can go to [00:45:00] jena.com or you know, we sell Walmart, CVS everywhere.

Everywhere. So it's

Dr. Taz: amazing. Wasn't like that seven years ago. It's not. No. Well, thank you so much for being here today. I appreciate it. For everyone else watching and listening, thank you again. I'll see you guys soon. Thank you so much for listening and watching today's episode of Whole Plus, be sure to share this episode with your friends and family.

And if you haven't already, please take a moment to subscribe to this podcast on YouTube, or click the follow button on Apple, Spotify, or wherever it is that you get your podcast. Don't forget to follow me on all social channels at Dr. Taz md. Until next time, stay healthy and stay whole.