Clean Hydration Innovation With Jordan Pilosof of SaltWater

Jordan Pilosof is the Co-founder of SaltWater Co., a functional hydration brand creating clean, mineral-rich water infused with Himalayan salt and free from sugar, calories, and unnecessary additives. Drawing on his background as a high-level athlete and his experience in health and wellness, Jordan helps lead product positioning, retail growth, sampling strategy, and founder-led education around better hydration. His work centers on building a premium beverage brand for everyday performance, recovery, and cleaner hydration.

Here’s a glimpse of what you’ll learn:

[2:04] Jordan Pilosof’s early athletic background and the hydration experiences that shaped his thinking
[5:40] How Jordan views the gap between plain water and traditional sports drinks
[7:19] Building early traction through retail partnerships and in-store presence
[8:49] Why product trial and sampling matter for a new beverage concept
[12:29] Behind-the-scenes challenges in sourcing, production, and finding the right partners
[18:38] Jordan’s approach to standing out in the crowded hydration category
[24:52] What Jordan looks for in other emerging food and beverage brands, plus lessons in scaling with the right team

In this episode…

Hydration is no longer just about drinking more water. Consumers are paying closer attention to labels, function, and whether a product actually supports how they live, train, work, and recover. So how can a beverage brand deliver real hydration benefits without turning water into something overloaded or complicated?

Jordan Pilosof, a health and wellness founder with a background in high-level athletics, sees the opportunity in the middle ground between plain water and traditional sports drinks. His answer is simple: build around function first, keep the ingredient list clean, and make trial a core part of growth because people need to taste the product before they understand it. Jordan points to sodium, mineral sourcing, founder-led education, and retail sampling as key levers for earning trust in the crowded hydration category. Clean beverage innovation is strongest when it removes confusion, solves a real need, and makes the value obvious from the first sip.

In this episode of The Missing Ingredient, CJ Bruce sits down with Jordan Pilosof, Co-founder of SaltWater Co., to discuss clean hydration and functional beverage innovation. Jordan shares how athletics shaped the brand, why sampling drives adoption, and how clean positioning helps products stand out. He also touches on co-packing, AI in CPG, and finding the right partners to scale.

Resources mentioned in this episode:

Quotable Moments:

“Sodium is the most important thing. You need to hydrate, right?”
“I think people really want to make sure what they’re consuming is they know exactly where it’s coming from.”
“We sit right in between that, that kind of benchmark of, I guess, modern hydration.”
“The biggest key messaging again is just meeting people and really just sampling this product.”
“We’re a salt company first, and then we’re water second.”

Action Steps:

Lead with a clear product function: Defining exactly what your product does helps consumers understand its purpose and why it belongs in their daily routine.
Get the product directly into consumers’ hands: Sampling and demos can overcome skepticism, especially when the taste or experience challenges what people expect.
Choose manufacturing partners carefully: Reliable co-packers and suppliers are essential for product consistency, meeting retailer deadlines, and scaling without compromising quality.
Educate consumers through founder-led storytelling: When the founder explains the science, ingredients, and mission behind the brand, the message feels more credible and memorable.
Differentiate with simple, clean positioning: Focusing on functional benefits, clean ingredients, and a no-BS approach helps a brand stand out in the crowded beverage category.

This episode is sponsored by The Missing Ingredient, a food and beverage marketing agency that believes a better future starts with food. They partner with purpose-driven brands to drive growth through smart, results-focused marketing — without the “set it and forget it” approach.

From brand awareness and paid media to content, influencer partnerships, and loyalty programs, they act as true strategic partners invested in your long-term success.

To learn more about how they help food and beverage brands grow with impact, visit themissingingredient.com today.

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Full Transcript

Introduction and Guest Background

Intro: 00:01

Welcome to The Missing Ingredient podcast with CJ Bruce, where food and beverage founders, operators and experts share the real strategies behind building successful brands. Let’s jump into today’s show.

CJ Bruce: 00:15

Hey, I’m CJ Bruce and welcome to the show. This is the podcast where founders and leaders of high impact food and beverage brands who are serious about scaling. Each episode, I sit down with the people who power the food and beverage industry, brand operators, agencies, vendors, creators, and retailers to uncomplicate the strategies that take brands from early traction to serious scale.

This episode is sponsored by The Missing Ingredient, a food and beverage marketing agency with over a decade in the industry. We take a different approach, starting with your business goals, looking at the full picture and building a marketing strategy that actually ties back to growth. From content performance marketing to influencer partnerships and AI powered workflows. We’re an extension of your team, not just another vendor. Learn more at themissingingredient.com.

Now for today’s guest. Jordan Pilosof is the Co-founder of SaltWater, a fast rising functional hydration brand he launched about three years ago with a clear mission to help people hydrate better without all the unnecessary additives found in traditional sports drinks. Coming from a background as a high level athlete, Jordan saw firsthand how most hydration options were loaded with sugar and designed more for flavor than performance. He recognized a gap in the market products that claimed electrolytes for taste but not truly for function. That led to SaltWater Co., a clean, simple, functional water designed to actually support hydration without compromising on what people expect from water itself. Welcome to the show, Jordan.

Jordan Pilosof: 01:37

Thank you CJ. Appreciate the intro. Excited to be here man.

From High-Level Sports to Hydration Innovation

CJ Bruce: 01:41

Yeah excited to have you here. So let’s dive right into the athlete athlete background. So you competed D1 level in wrestling. Obviously lots of, you know, goes into hydration and making weight and all of that. Can you, can you go back to, you know, the moment where you had that hydration experience that really made you feel like something needs to be different here.

Jordan Pilosof: 02:04

Yeah, totally. Yeah. I mean, been, you know, I’ve been involved in high level sports all my life. Started competing early days when I was five in tennis, played super high level tennis growing up until about 14. And then kind of got to the point where honestly got burnt out from the sport.

Was living in Florida at the time, was at IMG Academy. And yeah, just kind of felt that I fell out of love with tennis, fell in love out of competing. Took a little break and then moved back to Toronto, which is where I’m from. And then I always had that kind of kind of in my nature. I loved one on one sports.

I never really played group sports or team sports, played a bit of rugby, soccer, stuff like that. But yeah, then kind of found wrestling through a buddy of mine, got intro to the sport there and honestly started late but got into it Competitive in high school, did well at the provincial and national level. And then that kind of ended up me going to Rutgers for a little bit of time. Yeah. Walked on there.

Super good experience. You know, we were talking about cutting weight and cutting weight is obviously a huge part of wrestling. Back then, I was cutting about, you know, anywhere from 10 to £15 for, for a meet or for a tournament. So yeah, I had 111 meet that had to cut just over £10 in under 48 hours and was yeah, you essentially just you, you put yourself on a suit, you go into a sauna, you’re on a, you’re on a bike, you’re going to practice. You’re obviously not eating, not drinking any water for a two day time frame and ended up making weight, which was, which was an insane experience, felt obviously awful.

But yeah, right after weigh ins, we have a little window where we can rehydrate. And yeah, I felt myself chugging Pedialyte, Gatorade. You know, you’re kind of more old school hydration drinks that that are on the market. And for something like that, you need something that’s a little less saturated, something that’s not really going to mess up. Obviously your stomach as well.

So yeah, I mean, like when went through a ton of that when I was competing and yeah, launched SaltWater a few years ago was a Covid project, been involved in health and wellness for the last ten years. Went to school for exercise science and yeah, really felt that there was a bit of a gap in the market with hydration. We’re not reinventing anything here at all, but wanted to really create a clean and functional water that tasted like water, but offers all the benefits that a hydration beverage would.

Finding the Middle Ground Between Plain Water and Sports Drinks

CJ Bruce: 04:59

Nice. interesting and digging like. Yeah, the water piece, I think you’ve talked about this idea. Heavily filtered water is essentially dead water, I think is what you’ve called it. And how can you tell us a little bit about what that means?

And, you know, maybe how that came into the wanting to build SaltWater.

Jordan Pilosof: 05:20

You mean how like in terms of plain water versus other BEVs?

CJ Bruce: 05:24

Yeah, like heavily filtered water. Like it’s stripped of minerals that your body needs. So you have plain water. And then kind of on the other end of the spectrum, you’ve got these, you know, hydration links like Pedialyte, Gatorade that you mentioned. Right.

And so what’s, you know, where are you sitting in the middle of that, I guess, and how do you think about that?

Jordan Pilosof: 05:40

Yeah, yeah. I mean, I’d say SaltWater fits, right? Like right in the middle. Like we’re a functional water with. So we use Himalayan salt as our main ingredient, our hero ingredient.

It’s milled down to dust. So there’s no sediment. There’s no aftertaste of salt as well. Like obviously the biggest question we get asked when we, you know, we’re doing demos, we’re doing events is does it taste like water? Does it taste like ocean water?

And, you know, when people try it, they’re pleasantly surprised. Yeah, we, we sit right in between that, that kind of benchmark of, I guess, modern hydration, which is, I think, becoming more and more popular now. You know, I think people are definitely more cautious of what they’re putting into their body. Yeah. Our product is completely additive free besides the Himalayan salt that’s in it.

And yeah, zero sugar, zero cal. And sodium is the most important thing. You need to hydrate, right? It’s more important than magnesium, more important than potassium. So yeah, Himalayan salt has 84 plus trace minerals in it.

It’s a really good way to rehydrate. It’s a good way to just honestly stay functional, and hydrate throughout the day. So yeah, we, we’re right in between the two, but we sit right in that kind of better for you water category. So.

SaltWater’s Product Lineup and Retail Growth

CJ Bruce: 06:59

Nice. And maybe you can want to go to some, you know, some specifics about like growing the brand and, you know, challenges and wins within that. Before we get there, can you tell, tell listeners a little bit about, you know, where is the brand today and, you know, product lineup and distribution? What do things look like today?

Jordan Pilosof: 07:19

Yeah. Yeah, totally. Yeah. So started launching the brand end of 2022. You know, it was a bit of a Covid project where we were kind of looking at different salts.

What, what kind of, I guess what sodium we should be intaking. And yeah, started it initially online and then slowly got a distributor here in Canada. We’re with an awesome group now called John, Luke and Neil. They specialize in organic food and Bev. So yeah, currently listed in in Whole Foods here in Canada, which they’ve been an awesome retailer partner.

Summerhill Market Healthy planet. They have about 80 stores now here in Canada. 140 is another awesome retail partner for us. And yeah, the biggest thing for a product like this has just been getting cans in hands, right. With I think such a like a unique name and hydration being such a big trend now.

The biggest thing for us is cans and hands.

Overcoming Consumer Misconceptions Through Sampling

CJ Bruce: 08:22

Yeah, it makes total sense. People got to taste it. The so we just, you know, in getting people on board with the brand, like what’s. Is there any misconceptions you have to overcome to get people to. You know, I mean, you mentioned a little bit like salt water and then you don’t taste the salt.

Like there’s the name in the brand, like one example. Are there any other things that you found and just communicating, like the brand and the brand promise that have been, you know, challenges or that have worked?

Jordan Pilosof: 08:49

Yeah. Yeah. I mean, look like the name itself, I think will either catch someone off guard or it’s going to turn their head, you know, when you see it on the shelf and they’re going to want to try it. So that’s why for us, you know, demoing and doing a ton of sampling and being a part of a number of events across the city is so crucial. I think the biggest challenge we’ve had is, is honestly, we just need to get more people trying it.

Like we just need more. It’s just volume, right? So I think, you know, especially we’re a small team. It’s myself and a couple other partners and a couple other guys that are involved. But yeah, we, we need to just get, you know, keep driving this brand.

There’s tons of waters out there. But I think that we have a unique product here where it tastes amazing. When the first time you try it, there’s always, you know, you see a customer try it and they’re pleasantly surprised. So yeah, the biggest thing is just getting more people to try it because once they do, they fall in love with it.

CJ Bruce: 09:52

Yeah, that makes sense. And you think you’re doing sampling demos too, to achieve that I’m curious. I know you’ve done some with, you know, like affiliate marketing, right? Or working with influencers online and having that we call it like a virtual tasting where you see somebody taste it and then it maybe makes you inspired to taste it. Have you had any luck there?

How have you, have you approached that or how has that changed?

Jordan Pilosof: 10:17

Yeah. So we’ve done, yeah, done a bit of influencer marketing done, done mostly just kind of organic marketing. So just events and then kind of real, real time reaction stuff like that. Haven’t touched too much on influencer marketing just yet. I mean, talk to my team all the time, but especially nowadays with what’s happening on TikTok shop, you know, I think that’s an incredible way for us to further do things like create our content influencer marketing and create a bit more of a buzz.

But yeah, like right now, the biggest thing for us is just organic growth and then organic reactions too.

Balancing DTC With Retail Expansion

CJ Bruce: 10:58

Yep. Makes sense. And thinking about channel strategy. So you talked about direct to consumer retail. How are you thinking about that you know mix today?

Is it more focused on retail given like the relationships you talked about? Are you thinking about that?

Jordan Pilosof: 11:15

Yeah. Yeah, it’s a good question. I mean, I think for us, DTC is somewhere where we can obviously control some of our messaging. It’s it’s a place where we can eventually create scale, which is such a crucial thing when you’re when you’re looking at building a water brand. But yeah, the biggest thing for us right now is, is working on, yeah, just, just building retail.

So continue to build out to build out our retail channels. I think DTC is, is an incredible way for brands to grow. I’ve seen so many brands kill it online on Shopify and different channels like that. But I think I think that’ll come. I think right now the focus is has been retail and we’re doubling down now on retail and and in-store demos and things like that, which have been successful.

CJ Bruce: 12:08

Awesome. And then curious about, you know, just challenges in scaling, you know, as you’ve gotten, I mean, talk about going retail, but also just, you know, the, the sourcing, manufacturing production side of, you know, as you’ve been kind of growing in that anything you could share around challenges or things you’ve overcome so far?

Jordan Pilosof: 12:29

Yeah. Yeah, we can, yeah, I can, I can talk about production and, and, you know, again, the right manufacturer at first, that’s, that’s definitely been a yeah, it’s been a challenge, you know, finding a good co-pack partner, someone that can not only create a product, you know, a product that is consistent tastes great. And the, and the taste profile with the product like ours is so crucial. So yeah, we’ve had a couple different manufacturing partners that we’ve used. Our water comes from Quebec, so we partner with a great group there.

It’s from a spring. And then our water is distilled right down to H2O. So we essentially strip all the minerals out, and then we remineralize it with Himalayan salt. And we’re partners with a really great artisanal mining group, and the Himalayas and Pakistan. So created a bit of a relationship with them.

And we know we’re getting authentic and the highest grade pink Himalayan salt possible. So through that. Yeah. Trying to build partners like that has been crucial. And then obviously, you know, there’s, there’s groups that just don’t work for us just based on Mo cuz like we’re, we’re starting to, to build this thing.

But yeah, I mean, it’s just finding partners that we can trust and that are willing to work with us and honestly grow with us. Yeah. I’d say the biggest thing is meeting, you know, a co-packer that can, you know, just willingness to work with you because they may have a ton of other partners. And, you know, as you know, if you miss deadlines for retailers, then you’re in a lot of trouble.

Communicating Functional Benefits and Founder-Led Education

CJ Bruce: 14:13

Yeah, that’s appreciate digging in there. Yeah. Like their initial reactions, like, yeah, there’s, there’s a lot to talk about in that side of it. I’m curious with, you know, the product like this and how you think about, you know, scientific functional benefits versus the kind of how it makes you feel, obviously, taste is a big factor. And just in thinking about, you know, communicating that from the brand level, like how do you, how do you balance those things?

Or how does that come up for you in communicating the brand?

Jordan Pilosof: 14:46

Like in terms of the educational side of things.

CJ Bruce: 14:49

Like education and things that get people interested and excited about the brand? I mean, you said like the brand name itself is interesting and turns people’s heads and then the, the functional kind of education side where you’re talking about how much sodium do you actually need? You’re like the most important minerals. Like that’s pretty scientific and kind of get in the weeds. So how do you think about those kind of key messages and where they come up for you?

Jordan Pilosof: 15:12

Right. Yeah, yeah. I mean, I think key messaging for us, you know, we can do a lot of that on socials like we do, we’re active on our Instagram page. We’ve done a lot there. I think we can control a bit of that.

And then the biggest key messaging again, is just meeting people and really just sampling this product, like our sparkling water currently has been doing. It’s doing really well here in Canada. I think it’s, it’s selling about like a 2 to 1 compared to where still we have two SKUs. We have just a still water and a sparkling. And I think that people find that it’s a little more unique.

Our carbonation level is a little different paired with the high minerality of the product too. It’s really, really awesome. So yeah, I think in, you know, the educational side of things, we can do that through things like Instagram and, and working with different people online or, you know, influencers. But I mean, the biggest part is, you know, it has to come from the founder. I think people are going to listen to that the most, you know, so yeah.

CJ Bruce: 16:17

Yeah, yeah, that makes sense. I think we’ve seen, you know, as the different channels grow, I think about where, where do we communicate? What aspects like once you’ve tasted it, then you can get into maybe some of the deeper, either scientific or kind of brand storytelling pieces, which I didn’t want to touch on, you know, like the cause, the cause marketing side. I know you guys are like 1% for the planet and how, how does that integrate into what you do? And how do you think about the kind of giving back piece as a part of your brand?

Jordan Pilosof: 16:48

Yeah. So I mean, that’s, I mean, look, we actually started the brand with a square bottle. It was a pet bottle. So, so when we first launched SaltWater. We wanted to.

I mean, we wanted to mimic high end brands. We, you know, we I see this brand as a is a high end premium product. And, and that’s where, and that’s where we position it. So initially we were a square bottle similar to what Fiji is. And we moved away from that in the last year and a half or so, moving to the sleek 355 ML cans and then partnering with 1% for the planet.

So every percent of our revenue goes to ocean cleanups and preservatives. Like that’s super important that we’re giving back and making sure that we’re doing our part there. But I think the shift of going, yeah, initially from the Pet bottle, the 500 ML to our current aluminum cans have been also just it’s an easier way to convey this to the consumer as well. I think people nowadays, obviously, they’re super careful about what they’re putting in their body. No one wants to be drinking a, a product that is, you know, has the potential of there being, you know, microplastics or leaching or things like that.

Right. So yeah, that was a big shift for us. And I think it definitely evolved the brand and allowed us to go in a lot of different and better directions too.

Differentiating SaltWater in a Crowded Hydration Market

CJ Bruce: 18:14

Yeah. That’s great. And the, I’m curious, I guess just talking about touch on competitors in this space a little bit. It’s definitely, there’s a lot going on in this space, a crowded space and both from, you know, legacy players as well as, you know, startups. And so you talk a little bit about that, just like being in a space that’s that competitive and how you think about differentiating and, and cutting through.

Jordan Pilosof: 18:38

Yeah. I mean, I think our products, you know, kind of speaks for itself. Like we have, we use 100mg of Himalayan salt per can. And I’ve seen, you know, I look at a lot of the other competitors, you know, if I can, you know, just to name a couple different brands that people would know, you think of like Essentia or Smartwater, which are obviously those are, you know, those are huge brands that are now owned by billion dollar companies like Coca-Cola and Nestle, etc., that they the way they market their brand, they have electrolytes for taste, whereas our brand is electrolytes for function. You know, they have anywhere from 5 to 10mg of sodium in their products, whereas we remineralize it and we add 100mg, which is like a perfect amount to, to hydrate, whether it’s after a workout, you know, just first thing in the morning, once you’ve woken up when you need to rehydrate.

And one of the most important times. So I think we set ourselves apart a bit by that by, you know, really making sure that we’re, we’re a salt company first and then we’re water second, right. I think that’s what we’ve kind of always talked about is, you know, we’re the biggest thing is that where we get our minerals from also having 84 plus trace minerals in Himalayan salt, I think it’s super crucial that you’re using something like this on a daily basis. You know, I think people obviously get now that plain water just doesn’t cut. It doesn’t hydrate you enough.

It doesn’t do enough for you. And I mean, look, you can have up to 2000mg of salt a day. So like a product like this, that’s just, you know, the way we talk about it is it’s like putting in premium, full premium fuel in your car. You know, you’re always, you know, you’re staying hydrated that way instead of putting shitty fuel in your car, right? So it’s, it’s like you’re getting the most out of it in that sense.

Everyday Use Cases for Functional Hydration

CJ Bruce: 20:28

Yeah. That’s great. And then think about brings up another question for me around just consumer segmentation. Like there’s also within this space, right? There are people focusing very much on, on the athlete side or, you know, there’s like everyday hydration or you said something that’s just a tasty drink and I know it’s early for you, but have you seen any, you know, different either use cases or customer segments that seem to be resonating more with the product at this stage?

Jordan Pilosof: 20:58

For for use case. You mean like like.

CJ Bruce: 21:01

Yeah, like time of day or like people, you know, using it post workout or like that kind of everyday hydration or, or market segments, like, again, like you think about something like use a big brand like Gatorade of, you know, you see the athletes that are the most famous athletes drinking the product and trying to make an association around that. But then a lot of other hydration that could be coming in in different ways. And have you seen anything around that yet?

Jordan Pilosof: 21:26

Yeah, yeah, I think, I mean, yeah, like we, we position our, our product is that it’s, it’s functional, right? Like you, you can have this throughout the day in terms of use cases. I mean, you know, it’s easy to say you should have this first thing in the morning, midday and then before you go to bed. Right. But I think there’s a lot of other use cases because there’s zero sugar, there’s there’s zero.

There’s no anti-caking agents in our product too. Right? So it’s, it’s ultra clean and it just tastes like water. It tastes like clean water. You know, the way that it’s the way that we formulated it as well is that you can really have this all day and you’re, and you’re, and you’re just, you’re remineralising your you’re rehydrating yourself because people don’t even think about it.

You don’t have to go to a workout class to, to be drinking something like a Gatorade or a, or a hydration beverage like you, you need something all throughout the day. So if you’re at the office, like this is a perfect thing to be having and sipping on, right? So there’s, there’s many use cases with, with SaltWater. I think that’s why, you know, I think it is such a effective and, and great product as well.

AI, Creative Testing, and Beverage Brand Efficiency

CJ Bruce: 22:34

Awesome. I wanted to shift a little bit and talk about AI. So AI obviously is, you know, affecting many aspects of business, both internally and also how consumers are consuming content or finding new brands and products. And so just curious kind of open question for you and how, how is AI impacted or affected the business or how you guys thinking about it or utilizing it.

Jordan Pilosof: 22:57

Yeah. I mean, yeah, it’s interesting. I mean, look, I think AI is it’s becoming more utilized with, with, I think any business now, any sector. You know, beyond CPG. But I think, you know, in consumer packaged brands specifically, I think we’re going to see a big shift with, you know, with how they’re also utilizing it for things like with influencers, right?

You know, I think that’s going to be an area where it’s cut out as well. They’re utilizing a lot of areas that you can just use AI for influencers, content, content creation. I think there’s going to be a lot of it to do with faster creative testing as well. Things are just going to get more automated too, right? So I think things are going to become more and more efficient.

So on the other side of things where we’re looking at tracking and inventory and more on the operational and honestly boring side of the business, I think AI is going to be a huge player in that too. But yeah, I mean, we, we’re still kind of sticking to, I guess, more of the old school guerilla marketing and, you know, getting cans in hands. But AI is going to be a huge tool. And I think, I think it’s, I think it’s a good thing for beverage brands as well.

CJ Bruce: 24:11

Nice. Yeah, I think it’s an interesting mix. You touched on where the cans in hand, I think is going to go away, that people ultimately will be consuming the product they need to try the product. And we even started to see things where it’s, you know, going more in that direction of, you know, in real life experiences that people can have and know are, you know, real human experiences. And obviously actually consuming tasting the product is a piece of that.

Yeah. Awesome. I wanted to ask if you have any other brands, so outside of your brand that you feel like are doing great work in, in food and beverage that you think deserves some more attention?

Jordan Pilosof: 24:52

Yeah. I mean, there’s so many, right? Like, I mean, yeah, there’s a brand that I think is doing an awesome job right now called Cadence. They’re, they’re doing incredible things on the hydration side and more so on the modern hydration side too. They’re a little more on the, you know, they focus on the running community and marathon runners and stuff like that.

But yeah, they’re, they’re really a really interesting and, and great brand that have, that have done a good job marketing and building their, their message as well. So it’s great for brands like SaltWater because they definitely touch on the benefits of salt. I mean, a brand that people will know that I think is interesting too. Is. David Protein right?

With their clean ingredients, higher protein levels, I think that that’s another brand that’s, you know, blowing up and more and more people are looking at labels these days, right? So I think people really want to make sure what they’re consuming is they know exactly where it’s coming from. And I think the more brands that have like a no BS approach, I think, I think the more consumers can resonate with it and then they’re going to end up picking it up off the shelf, right?

CJ Bruce: 26:05

Yeah. Yeah. Those are two, I don’t know, Cadence. I’ll have to check them out after this. Yeah.

Jordan Pilosof: 26:11

Yeah.

CJ Bruce: 26:11

So cool. I, I’ve got one last question before I, before I go there, I want to just point people to where they can learn more. So point people to your website at drinksaltwater.co. And is there anywhere else that you want to point people to connect with the brand or connect with you?

Jordan Pilosof: 26:29

Yeah, yeah. Check us out on Instagram. @drink.saltwater. We’re active there. Yeah.

For anyone that’s, you know, that might be in the Toronto area, we’re, we’re taking part in a bunch of events this summer. We partnered with an awesome group called Unbounded. So they specialize in biohacking and cold plunge therapy, obviously sauna, cold plunge. So that’s another huge area that we Collab with with, with awesome groups in Toronto. So yeah, if you, if you know, if you see us in stores, like I said, whole Foods healthy Planet, you know, means a lot to support the brand.

Buy a can. Feel free to reach out on Instagram too to just connect with me as well. And if you want to learn more, yeah, that’s, that’s the best way to do it.

CJ Bruce: 27:15

Awesome. Thanks. So my, my last question was just about, you know, it takes a lot to build a brand, obviously over time. And I’m curious if there’s any, you know, any person or partner or resource that really has helped you grow that you, you know, want to give a shout out to, and it could be a mentor, it could be a group. Yeah.

Who’s really helped you get to this stage?

Jordan Pilosof: 27:35

Yeah, yeah. I mean, look, I’ve, we’ve got new partners now as well actually. So yeah, my new partner is George Scorsese. He’s been a huge help on the off side and helping things, you know, smoothen out on, on that front. And then my other partner, Brad Pyatt, you know, he’s a vet in the business.

He launched TRUBAR, launched MusclePharm, which is an awesome supplement company. So yeah, they’ve I think the biggest thing, you know, I’m, I’m new to this, this industry, I’m new to this game and it’s yeah, finding good partners mentors is so crucial. So yeah, you know, definitely feel like I’m at that point now where, you know, finding the right people to work with is, is key in scaling a business like SaltWater Co. So yeah, yeah, I’d say those are two guys that definitely want to shut up.

CJ Bruce: 28:27

Awesome. Appreciate it.

CJ Bruce: 28:28

All right. We’ve been talking to Jordan, Co-founder of SaltWater Co. Please be sure to check him out at saltwater.co and also follow him on Instagram. And Jordan, thanks so much for being on the show.

Jordan Pilosof: 28:40

Thank you so much, CJ. Appreciate it.

Outro: 28:43

Thanks for listening to The Missing Ingredient podcast. We’ll see you again next time. And be sure to click subscribe to get future episodes.

Redefining Hydration and Clean Beverage Innovation With Jordan Pilosof