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“I think it really came through my personal journey. And I realized, I want to help people, I want to help people make the right choices, and I want to help millions of people that maybe just don’t know better like me. I didn’t know better, and I educated myself, and I’m still educating myself on all the various things in how nutrition plays a role.”

Michael Kuech is the co-founder and CEO of Your Super, which creates superfood mixes for extra energy, immunity, antioxidants and vegan protein. Your Super is a certified B corp committed to improving people’s health with the power of plants.

The following is a summary of Episode 113 of the Real Leaders Podcast, a conversation with Your Super CEO, Michael Kuech. Watch, read, or listen to the full conversation below.

Listen to Episode 113 on Spotify, Anchor, Crowdcast, and Apple Podcasts

Superfoods to Recovery

After overcoming cancer at age 24, Kuech turned to superfoods. They helped rebuild his immune system and forever changed his view on nutrition. Your Super became a way to share the benefits of healthy eating with others.

“I realized I can’t control everything in my life, but I can control what I eat. And the more I researched about why people are getting sick, and why people are experiencing diseases, is to a certain extent about lifestyle choices and what you eat. It’s not everything, there’s a puzzle, a big puzzle. But one big piece of the puzzle, how I can prevent from getting ever sick again, is the way I eat.”

Bootstrapping to Big Business

Without a budget for marketing, Your Super took a nontraditional route and focused solely on influencer marketing through social media.

“That was our earliest marketing strategy. Can we get big on Instagram and Facebook and get our audience engaged that way? And that really propelled our international brand exposure. Because social media is not bound by boundaries from any country.”

Kuech’s role has changed as the company continues to grow along with demand:

“I have to remind myself every day still to not do everything by myself. We did every job in the beginning. I packed boxes, for years I packed boxes, and called the customers. I’m making that step also now as a leader to let people do their own thing. I think that’s a huge learning call for any CEO. It’s not easy to let go.”

Impact on All Sides

Your Super is dedicated to a responsibility to its supply chain, paying fair wages and maintaining an income for farmers who are now living better lives with a stable revenue.

“I think impact for me is leaving something more positively, or having a positive influence on something. So having an impact on the way we source means we are having a positive influence on communities where we source.”

The end product superfood mixes are also created with impact in mind:

“We really are transforming people’s lives with our products. We have a massive impact there because people who have not had the chance and didn’t know anything about healthy food, they can come to us and we can actually teach them.”

Transcript

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Find out more at: https://yoursuper.com/