Six $100 Million Dollar Trends

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Joshua Clear
May 15, 2025

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Justin Mares is the $100M+ founder behind Kettle & Fire, the bone broth juggernaut that’s quietly disrupted the food industry with a focus on clean ingredients and radical transparency. He’s a serial entrepreneur, early health trend spotter, and investor with a knack for sniffing out what’s next in wellness, pet health, and personalized optimization. In this episode, he sits down with host Sam Parr to break down the six trends he’s betting will be massive by 2030-and how you can ride the wave.

🎙️ EPISODE SNAPSHOT

Ever wish you had a crystal ball for business trends? Sam Parr sits down with Justin Mares, the founder who turned bone broth into a $100M empire, to reveal the six seismic shifts he believes will shape the next decade. From pet longevity to home health tech, Justin doesn’t just spot trends-he builds them. If you want to future-proof your business or investments, this episode is your cheat code.

💡 KEY TAKEAWAYS

  • Pet health is the new human health: Trends like fresh food, supplements, and longevity treatments for dogs are following the same trajectory as human wellness, with massive market potential as millennials treat pets like family12.

  • Transparency is king: The next wave of consumer trust is coming from companies like Light Labs, which offer real-time, public toxin testing for food brands-think “organic label 2.0” but with receipts1.

  • Personalized health optimization is going mainstream: Affordable biomarker testing (Function Health, Superpower) will let people track and improve their health like pro athletes, spawning a new industry of data-driven wellness services2.

  • Your home is making you sick: Expect a boom in home health assessments (Lightwork) that use AI to detect toxins, EMFs, and air quality issues, turning every house into a “smart health home”2.

  • Gut and skin health are joined at the hip: The next skincare unicorn will combine topical products with gut health solutions (probiotics, diet), targeting root causes instead of just symptoms2.

🛠️ TOOLS, WEBSITES, RESOURCES MENTIONED

  • Light Labs: Modern toxin testing for food brands, providing transparency dashboards and QR codes for consumers to verify product safety in real time1.

  • Function Health & Superpower: Direct-to-consumer biomarker testing platforms that help users track, understand, and optimize their health data2.

  • Lightwork: Startup focused on home health risk assessments, offering solutions for toxins, EMFs, and air quality, with future plans for AI-driven diagnostics2.

  • Kettle & Fire: Justin’s own company, using rigorous supply chain testing and transparency as a competitive edge1.

  • dogagingpro.org: Research and products focused on extending canine lifespan, using learnings that may eventually translate to human longevity1.

💼 BUSINESS IDEAS & OPPORTUNITIES

  • Pet wellness products: Launch high-end water filters, supplements, or fresh food tailored for pets-think “Peloton for Poodles.”

  • Food transparency tech: Build tools or apps that let brands and consumers access real-time toxin reports, riding the wave of ingredient-conscious shoppers.

  • Home health consulting: Offer AI-powered home assessments for toxins and EMFs, then upsell remediation services or products.

  • Personalized health coaching: Use biomarker data to provide subscription-based health optimization plans.

  • Holistic skincare brands: Marry gut health products with topical treatments for a “360-degree” approach to beauty.

🧠 LIFE HACKS

  • Apply human-grade health standards to your pets: Don’t just settle for kibble-use filtered water and fresh food for your furry friends.

  • Demand transparency: Scan QR codes, check lab results, and don’t be afraid to ask brands for proof of purity.

  • Track your health like a CEO: Regular biomarker testing isn’t just for the rich and famous-tools are getting cheaper and easier to use.

💰 BEST MONEY-MAKING IDEAS (FASTEST PATHS)

  • Pet health products: The fastest-growing segment, thanks to millennials spending big on their “fur babies.” Think supplements, premium food, or even pet wellness tech.

  • Food transparency platforms: Brands will pay a premium for certification and dashboards that build consumer trust-recurring SaaS revenue, anyone?

  • Home health assessments: Low competition, high demand, and an upsell pathway to remediation products and services.

  • 1 in 4 dogs will get cancer: A stat that’s driving the boom in pet health products and longevity research1.

  • More dogs than babies: In some U.S. cities, millennials and Gen Z own more dogs than children, fueling the pet wellness market1.

  • Kettle & Fire’s scale: $100M+ in revenue with just 34 employees, showing the power of lean, tech-enabled operations1.

  • Transparency premium: Brands like Kettle & Fire spend up to $500K/year on batch testing-proof that safety sells1.

🔑 ACTIONABLE STRATEGIES

  1. Spot the lag: Watch human health trends, then launch analogous products for pets 2-3 years later.

  2. Build trust with transparency: Implement real-time toxin testing and make results public-use QR codes and dashboards for easy access.

  3. Leverage biomarker data: Offer subscription services that interpret health data and provide actionable recommendations.

  4. Productize home health: Develop a simple assessment tool (app or service) that identifies home toxins, then sell solutions.

  5. Educate, then upsell: Use content marketing to highlight hidden dangers (toxins, EMFs), then offer your product as the fix.

  • No specific books were called out in this episode, but the conversation is peppered with references to research-driven health and wellness resources.

🚀 GROWTH HACKS & CHEAT CODES

  • Lean teams, big impact: Automate workflows with AI to keep headcount low and margins high-Kettle & Fire runs at $100M+ with just 34 people1.

  • Transparency as a moat: Publicly share your testing and sourcing data to build trust and differentiate from legacy brands.

  • Ride the “pet parent” wave: Target millennials and Gen Z who treat pets like kids-premium pricing is easier when you’re selling peace of mind.

📝 EXECUTIVE SUMMARY

If you want to know what the future smells like (besides bone broth), listen to Justin Mares. This episode is a masterclass in spotting trends before they go mainstream-from the rise of pet health and food transparency tech to the untapped market of home health optimization. Justin’s playbook is simple: take what’s working in human wellness, apply it to pets and homes, and use radical transparency as your secret weapon. The result? Businesses that not only make money but actually make people (and their dogs) healthier. The common thread: empower the consumer with data, trust, and better products-and the market will follow.

🏷️ BUSINESSES MENTIONED & CONTEXT

  • Kettle & Fire: Justin’s $100M+ bone broth company, used as a case study for transparency and lean operations1.

  • Light Labs: Founded by Justin’s brother, focused on toxin testing and transparency for food brands1.

  • Function Health, Superpower: Biomarker testing startups democratizing personalized health optimization2.

  • Lightwork: Startup for home health assessments, with a vision for AI-driven diagnostics2.

  • dogagingpro.org: Dog longevity research and supplements, showing how pet health can lead human trends1.

🌐 COMMON THEME

The recurring motif? Radical transparency and personalization are the new currency of trust. Whether you’re selling bone broth, pet supplements, or home health services, the winners will be those who empower consumers with data, clean ingredients, and actionable insights-before the big legacy brands even know what hit them.

Ready to build the next $100M business? Take a page from Justin Mares: spot the lag, build with trust, and never underestimate the buying power of a millennial with a dog.

🌎 External Factors

Economic:

  • Rising consumer spending on health and wellness is fueling opportunities in both human and pet sectors. Millennials and Gen Z are driving premiumization, especially in pet care, as they spend more on “pet children” than previous generations.

  • Capital efficiency is critical: Many legacy CPG giants are bloated, while new entrants like Kettle & Fire thrive with lean teams and tech-driven operations.

Regulatory:

  • Food safety and transparency standards are tightening, but there’s still a gap. This opens the door for third-party toxin testing (e.g., Light Labs), which could become the “organic label 2.0” as consumers and regulators demand more proof and less marketing fluff.

Consumer Behavior:

  • Transparency and trust are the new buying triggers. Shoppers want to see lab results, not just labels, and are willing to pay a premium for brands that provide it.

  • Pet humanization: Millennials and Gen Z treat pets like family, driving demand for higher-quality food, supplements, and even longevity treatments for animals.

Competitive:

  • Legacy brands are slow to adapt. They’re often stuck in old habits, large teams, and outdated tech, giving nimble startups a major edge.

  • Tech adoption (AI, automation): Modern brands are using AI to run lean, automate workflows, and outcompete incumbents on both cost and innovation.

📈 Business Metrics

  • Kettle & Fire:

    • $100M+ in annual revenue (confirmed in Forbes, and on the pod)

    • 34 employees – incredibly lean for their scale

    • Profitable: Operating in the black, with a focus on capital efficiency (only $10M raised in primary capital since inception)

    • $500K/year spent on batch testing for toxins-demonstrates a major operational commitment to transparency and safety

  • Farmers Dog:

    • Referenced as a fresh dog food delivery company now doing $100-200M+ in revenue-showing the explosive growth in pet wellness

  • Pet health lags human health by 2-3 years: Innovations in human wellness (fresh food, supplements, longevity) quickly migrate to the pet sector.

  • Transparency as a differentiator: Brands that provide real-time, public lab results (e.g., via QR codes) are winning trust and loyalty.

  • Personalized health optimization: Direct-to-consumer biomarker testing is democratizing health data, making “pro athlete-level” tracking available to everyone.

  • Home health awareness: Consumers are becoming aware of toxins, EMFs, and air quality in their homes, creating new markets for assessment and remediation.

  • Lean, tech-driven operations: Modern brands are running at massive scale with tiny teams, thanks to automation and AI.

🚀 Business Initiatives

  • AI and automation: Kettle & Fire is actively using AI to automate workflows, keep headcount low, and improve operational efficiency.

  • Radical transparency: Investing heavily in toxin testing and public dashboards (via Light Labs) to build consumer trust.

  • Pet health innovation: Exploring new products like filtered water, supplements, and nutrient-rich foods for pets, mirroring human health trends.

  • Home health diagnostics: New ventures (e.g., Lightwork) are developing AI-powered home toxin and EMF assessment tools.

  • Capital efficiency: Focused on growing revenue and profitability without excessive fundraising or team bloat.

🔮 Forward-Looking Statements

  • Goal to be “the best operating e-commerce company in America”: Justin Mares wants Kettle & Fire to set the standard for efficiency, transparency, and innovation.

  • Prediction: Pet health and longevity will explode as a category, with more products and services mirroring human health trends.

  • Vision for transparency: Consumer demand for real-time, public lab results will become the new normal, pushing the entire industry toward cleaner supply chains.

  • Expansion into home health: Expect a surge in startups and products that help consumers identify and fix health hazards in their living spaces.

  • Market outlook: Even if only a small percentage of consumers demand transparency, it’s enough to force brands and supply chains to adapt.

📬 TL;DR

Kettle & Fire’s playbook is clear: Leverage external shifts in consumer trust, regulatory gaps, and tech adoption to run a lean, transparent, and innovative company. The biggest opportunities? Pet health, food transparency, and home health diagnostics-all riding the wave of consumer demand for proof, not promises. With $100M+ in revenue, a tiny team, and a relentless focus on transparency, they’re not just predicting the future-they’re building it.

Let me know if you want this in a different format or need a deeper dive into any section!