#21 - How To Overcome Guilt or Shame if You have A Sweet Tooth

Hi, I'm Jorge Cruise, number one New York Times bestselling author and celebrity trainer, and I want to welcome you to the all-new Jorge Cruise Podcast. Every week I'll bring you the shortcuts to work better, reduce pain, improve memory, garden more, and even sleep better. It's not just about intermittent fasting or getting a flat belly. My mission is to give you simple ways that will empower you to live as you choose. Welcome to the Jorge Cruise Podcast. Hey everyone, it's Jorge Cruise and welcome to the podcast. I am so thrilled because you guys know last week we were talking about my, my sweet tooth with the man who really is taking the future of stevia further. And sitting with me right to my side is my guest co-host today of the show. I'm so happy. Woman by the name of Carol May. I just can't thank you enough, Carol, to join me here and make time to share a little bit about this. Because I'll tell you, whether it's a celebrity I'm working with, like a Jessica Simpson, or cast members of The Real Housewives of New York, or, you know, or even a politician or a business person, everyone seems to have a sweet tooth. And plant-based sweeteners, thank God, have grown and grown. But I feel like you guys were the innovators. Your company your husband. And I'm just so happy because we're going to talk about how this started, guys. And I think she's going to share with us some really, some really great tips that will allow us to, uh, to overcome any guilt or shame. There is some sweetness. And Carol, please, um, tell everyone what you do. And, and I feel like let's start with this because it is Heart Month. Can you believe it's February already, Carol?

It's amazing, you know.

It's— where did the time go? January disappeared. Period. And you have a little project because for me, heart health is important and sugar kind of plays a role in it because, you know, Valentine's Day is not that far away. And what do we all like, right, Carol? Sweets, right? And that's—

of course.

And then the sweets lead to heart disease. And so maybe lead with that if you want to, but I want them— I want you to share with everyone a little bit of what, what the story is behind Stevia and your husband's work and this legacy he's created, I think, or his legacy and the work ahead. I was so honored to meet your son last week. And so welcome to the show and thank you for being my guest co-host. I am so thrilled.

Well, thank you so much. I'm really privileged to be here. I have the opportunity to be the CEO of Wisdom Natural Brands. We're the makers of Sweet Leaf Stevia sweeteners.

Yes.

And other natural products.

I'm obsessed with your teas, by the way.

Oh, I'm so glad.

Oh, she has the best tea. I've given them as a gift as holiday gifts to all my VIPs. And the one in particular, the one that you suggested months ago, was the yerba mate with hibiscus. And it's so delicious, it's so sweet. And I mean, I, I, maybe we start there because your husband back— I mean, your son shared that he was in 4th grade, but you obviously the mother of all the, these kids and your husband and all that. And, and how did it start? Because you told me a little story that he kind of called you one day and and he says, "Don't cut a check," or what did he say? "Stop writing a check." I think we all have been there. We're like scared to write a check and we're like, "What?" But he actually said that to you, right?

Yes, he did. He'd had the opportunity to be at a party.

At a party, yeah.

And one of the people there was a young man who just returned from the Peace Corps in Paraguay.

Wow.

Came up to my husband and said, "I'm told I should introduce this to you." And he took out of his pocket some leaves, very much like Jack and the Beanstalk.

No kidding!

And I invited my husband to try them, and he said, "No thanks, I work with physicians, that would never go." Yes!

"Can't take anything." No, none of those leaves. Yeah, from South America. What was he giving him, drugs or something, right?

He told him they were leaves from the rainforest. Ah. But eventually, after about 3 hours and several times when this young man tried to get him to try the leaves, he said, "Oh, okay." And he did. He put one of the dried leaves on his tongue and was told, "Don't chew it. Just let it sit there and let the saliva tell you what it has to offer." Wow. And what happened was it just became sweeter sweeter. And he had what he called an epiphany at that moment, in that he could see that, that so many people throughout the world could be blessed by the nutrients and sweet compounds of this little plant, the stevia plant.

Amazing. Yes, because it is a superfood. And I always talk to my clients that it's from South America, but I I mean, he really is credited as being the father of this movement, and not by us Americans, but by the people in that country, right? Share a little bit of how he became kind of a legend, kind of, in Paraguay, right?

Not only in Paraguay, but actually throughout South America and then throughout the world. Wow. He was called the father of stevia, and certainly here in the United States as well.

Wow.

So, um, It was an amazing journey. He decided he needed to go down to Paraguay, where stevia is indigenous, and look into bringing stevia to the rest of the world. Wow.

And then back to that story, that phone call. So what happened? Why did you— why couldn't you write a check?

He was down there 2 days and then called me and said, uh, Carol, uh, don't write any checks.

Whoa.

And I said, were you robbed?

Yeah, yeah, yeah.

And, uh, and he said, um, I've spent all our money. Ah, what? I had 5 young children.

Oh my God, um, all the money? I mean, literally, he said that's 10 bucks, baby. Wow.

And, um, uh, I said, um 'When will you be back?' Oh gosh, he said, 'About another day or so.' And I said, 'I think we need to talk.' Oh my God, definitely.

Like, holy moly. I mean, were you a little— I mean, I'd be terrified. Were you anxious at least, or scared?

Or— I was concerned because you weren't working.

You were a full-time mom, right? 5 kids. Yes, that's— I have 2 sons, and that's— I have them half the time, and it's a lot of work half the time. You have 5 full-time?

Yes. Oh. But he came back and he told me how important he felt this was, that he really felt an inner direction to doing this, to help people around the world to have greater health, and that this little stevia plant would be the beginning of that. And so he told me that he had planned out how we would get started with it and that indeed it would require selling our assets. Wow.

Down to everything, literally.

And I said, "Well, there are just a couple of things I would require." Wow. And we'd already paid off our home. Okay, so the home was safe in Violet.

Yes.

And, uh, and I said, and I have 5 small children, I need a vehicle. So we had— we kept one car. Wow. And, uh, and then, uh, we, um, sold off everything else.

Wow. To buy the leaves and to start your business.

To get started. Yes. Wow.

This is like— and literally, if I remember right, um, your son mentioned this after we spoke, it started in the home garage.

Uh, that's correct. We started in, in our garage in Scottsdale, Arizona.

Wow, Scottsdale!

Yes, and also in the family room because the kids wanted to have a TV while they helped put herbs in boxes.

Were they— everyone was working?

Yes.

Wow, it's just like a Bill Gates or Steve Jobs story. I've seen those movies and you see people, you know, starting empires in their garage, and it's doable. I mean, we have to talk later about how you did that because I think anyone listening would want to know you got through that shock of like not having anything and then having to work your way up. But tell me—

and we earned nothing for 4 years.

4 years of patience.

Yes, that's right.

Whoa, I mean, that takes some faith there. But you had that faith and passion. He had that. So, so from then to today, it's 2020, which I can't believe it's been 38 years if I do my math right since you guys started officially, or unofficially maybe more. But what would you say right now is, and obviously it's Heart Health Month, and you know how many folks listening are struggling, and they tune into my podcast for shortcuts, easy solutions to get healthy, not just weight loss, but a lot of people have to work now until their 60s and 70s, and they wanna feel less chronic pain, and they wanna just have the ability to choose what to do with their life and not lose that freedom. You know, and I feel like your husband was innovative. I feel like he's a kindred spirit of mine because he really knew that people needed this. And now, I mean, that was almost 40 years ago.

That's right.

Unfortunately, we're more unhealthy now. I mean, I have my two teenage sons, and you have grandkids and all that. They're the first generation to be— to have a lower mortality rate than all the other generations. We always grew with mortality, and this is declining. I feel like more than ever we need the Sweet Leaf, you know, the, the stevia. And your innovations, I mean, I, I've introduced them to so many of my celebrity friends and clients, and everyone loves what you guys have done. And you've taken it from one— was it one, one product originally? Tell us the origins of that. And now, how proud must you be? Because I don't know how big it is, but tell us a little bit of like the first product to today, would you? Like, how does that— because that's a big jump.

The very first product was stevia. Yeah. And we would now call it the dark concentrate.

Yes, oh, I've tried this one, yeah.

It was not refined.

Yep, yep.

And it has many uses, both topical as well as inner uses. But we also had herbal teas from the rainforest and began that way. Amazing. And then it was line upon line, we learned how to refine stevia and what its abilities as a sweetener really were.

Correct.

Very exciting to see what's happened.

I mean, you must be so proud, and you know he's smiling above from heaven, but I feel like, wow, how big is it now? Like, how many— because it was 2 or 3 products in the initial, or was it truly just the darker stevia, the one product, or was there a few on launch? Do you recall way back?

We had stevia as a tea.

As a tea.

Ah, and that has marvelous properties in it.

And it has chlorophyll in it, correct?

Right.

Yes, the drops. The drops.

Yeah. Well, I'm not talking drops. Oh, you're talking about the dark concentrate.

The one you introduced me to, yeah.

But the tea itself, the leaves of course, have chlorophyll. But we had other rainforest herbs as well, including yerba mate. And he introduced stevia and yerba mate to the United States. And then to the world. Amazing. And then we developed other products and, uh, and other ingredients to go with them, to complement them. And today we have about 60 products.

60? Oh my goodness, I mean, that's a long list. Um, yes, I'm sure you—

and about another 20 to 25 to come out next year.

Oh my gosh, you have a lot of growth here. I mean, that's a quality problem because I think there's a demand for health right now. And, but here's the thing, and I think what you guys have done brilliantly is you've made it enjoyable to be healthy. You know what I mean?

That's what our products are. They're tools to support people's, uh, good-for-you choices.

I like—

oh, good for you— and to improve their own health by the choices they make.

Absolutely.

And, and to improve their futures and the futures of their families.

Well, yes.

It's a wonderful, wonderful opportunity for us all to remember that we can make a difference in our own future.

I mean—

And that of those we love.

You know, and it starts with that. I mean, I remember meeting Oprah years ago in 1998, and, you know, she taught me over the years this difference between being selfish and selfless. Less, and we have to take care of ourselves for the family. So it's part of self-care is understanding your health and avoiding sugar. I mean, I don't have to tell you that sugar causes everything from belly fat to teeth falling out to disease, diabetes, bad heart health. I mean, and if you can get the sugar out and just do that, that's a miracle. But most people can't just cut it out without a replacement. You've now given them over— is it 60? Did you say about 60 plus, we'll say?

Yes.

Products that will give them the same joy that comes from that, but with health, right?

And that's right.

Hi, this is Jorge Cruise, and I wanted to interrupt the show just for a minute because I want to make sure that you're on my VIP mailing list for future podcasts and for insights and shortcuts on how to improve your health, from everything on intermittent fasting to yoga to 8-minute workouts to how to just work better and how to have less stress stress, and also how to manage pain. I mean, you name it, all my best shortcuts come out every Monday and it's totally free. You heard it right. So I'm gonna encourage you right now to take a second and jump onto your laptop and go to JorgeCruise.com, or you can do it on your mobile device, obviously, and sign up for the Jorge Cruise Report. And it's totally free. Tell your loved ones about it, join it. It's over a quarter of a million people that are getting this email., and it's going out every Monday, and I want you to be a part of it so you know what's coming up next every week. All right, guys, let's get back to the show.

The research today is irrefutable. Yeah. That sugars are difficult for the body to metabolize, and as such, so many systems of the body have a difficulty.

Yeah.

Working with sugar. Not the naturally occurring sugars in milk and vegetables and fruits, but the added sugars that are just a big part of our diet that we don't even know how much sugar that has been added by manufacturers to all kinds of processed products, but also how much we add by the spoon. And it isn't just granulated white sugar. No, all kinds of sugars.

And even agave nectar. All these, they have sugar. Honey. I mean, they all raise insulin.

Maple syrup.

Yeah, natural. And, you know, a couple little drops every now and then are fine, but that's not what America does right now. And I feel like what— and you reminded me of this not that long ago, that we met when I released on the phone, I think it was, in 2009, 2010, The Belly Fat Cure, which was my first big series that was really about avoiding sugar, you know. And I think we spoke on the phone, maybe— was it about 10 or so years ago? Do you remember?

Yes.

And we never met in person, so to be here seated with you, I just feel so excited for all of you listening. Because I'll tell you, from my heart to your heart, guys, please, everyone listening to me, stevia is truly, I think, one of the greatest gifts to the world that, um, that I think God made, because I don't think man— it's not man-made. I don't know if it was from another magical place, but it is here. And I feel like your husband was able to have the insight and the guidance, right, to select this as his core product, and many other products as well. But, and boy, to this day, I mean, I couldn't do my flat belly meals for my celebrity clients without your products, because we all— as much as I like a chia seed, it doesn't taste the same without the right flavor, you know, or if I do a smoothie for my clients, whether they're fasting or not, your products don't break the fast. So whether you're fasting or not, it fills you up. It makes water to chia seed pudding delicious without the guilt. And I have one client in New York City, she's one of the world's famous dentists. She's amazing. She works with everyone from Justin Bieber to his wife, and she works with Alec Baldwin and just famous who's who. Her name is Dr. Victoria, so shout out to Dr. Victoria. I introduced her to these drops But she's now going to lose 10 pounds with me. And, you know, she's my dentist. She does my brightening and my teeth and all that in New York City. And she kind of played with your caramel flavor, which tastes amazing, like caramel. You know the one?

It is.

And she added a little salt to it, real sea salt, and made it into a chia meal or chia smoothie. Addicted to them. And, you know, without that, it's just water with chia seeds, which is too healthy for me, even me, you know. But you add these, a couple drops of your, of your caramel, and for anyone listening, they may think this is like magic we're talking about, but it really does work. And just for a moment, whatever, from your layman's approach or your, your way to, to share with everyone listening, how does the stevia, how does it do this? Did you ever, do you explain it to certain people in a simple way? What would you— I mean, obviously it's a miraculous plant. I mean, it really is, and it has these properties without sugar. I mean, I wish Hershey's would have known about this back in the Victorian time period, right? Because I feel like we had all these good intentions. And I talk about people like Harvey Kellogg creating Corn Flakes, and he coined the term breaking the fast because it was two words, breakfast. And he created this industry that I think has been a disservice to us. Breakfast didn't exist before 1905. And I feel like— I'm sure Mr., um, you know, Hershey's didn't mean to make us all addicted to M&M's and candy and sugar, but boy, that stuff can really get you addicted. It's like a drug. How— what would you tell anyone that's scared to try stevia right now? Give them some reassurance that this plant really does the trick, if you know what I mean, because they'll be thinking, oh gosh, it probably is healthy sugar, but from my perspective, it tastes like caramel, or it tastes like whatever. What would you share to someone who's hesitant, shall we say about trying something new?

What I would say is that number one, all stevia is not the same.

Oh, that's good.

It really does matter.

Yes.

How it's processed, how it's grown, how it's processed. Yeah. And into what products it's made, what ingredient, other ingredients are used.

Yes.

And, and into what other ingredients might be used in another manufacturer's product.

Yeah.

Stevia is an amazing, amazing plant. The leaves have over 100 verified nutrients, and now we know that there are over 60 different sweet compounds that interact together to affect sweetness and taste. What we do is we know how to make it taste great.

Oh, you do?

And not all stevia producers or product makers have that secret and ability as yet.

You said it right. Yeah, some people think it's bitter, and that— that there's some that are. I mean, we can't deny that because they don't know what they're doing.

That's exactly right. They don't know how to use stevia in the most productive ways. And we're fortunate enough to have great, uh, great scientists here.

You do? You actually have— I met two of them, but you have three, is that right? Yes, in-house. So I mean, you take your science seriously. I mean, I've never met anyone like that.

And we keep up on all the latest science in plant science and in medical science.

Yes.

And we really, really care to have the highest premium, highest quality products. And even our competitors say we do.

Oh my gosh. Well, that's a compliment, I guess, right? Even from them.

Yes, it is. We're grateful for that trust. Ours are not medical products, but indeed people can use them to make a better health future for themselves and their loved ones. And that's what we're about, is giving them that support to make healthy choices.

Well, I think that's so critical, and your, your passion and your husband's passion for this is so genuine. I feel like my goal in 2020 is to make sure that my listeners and my fans and my clients understand his legacy, you know, and to understand that he really did something that was so innovative. I'm sure back then people thought he was a bit of a, of a maverick of sorts, right? And I mean, you may have even thought that, right? You're like, what did I do marrying this Man, and you had that talk. How did the talk go? Obviously it was okay. He let you keep the car and the house and whatever the deal was, right?

Yes, but there were concerns. But I then found my own passion about the good that this little herb could do. And have been grateful to be part of the journey.

Oh my gosh.

And there's just so much good that has happened for those who have chosen to make this journey with us.

Oh my gosh. I feel like I'm honored to unofficially be on this journey because I'm a fan beyond to your products. And I feel like every celebrity I deal with at whatever level, um, they all have a sweet tooth. I don't think this is rare. I think you're— he knew about that too. And I feel like the first thing I do if they have that is I introduce them to your drops or to whatever product that will help them. And their flavors and the varieties are deep. I mean, over 60 or 60 products and 25 coming out this year. Wow. So, well, let's do this. End on a note. Share with me some, some ideas for anyone out there that think you're an overnight success, because so many people, whether it comes to business, their health, their relationships, they want it to happen like that. And patience is something I've learned over time. It's complicated to take a breath and relax. And I feel like you, you're living patience. What would be your tip for anyone out there? Uh, we'll end with this maybe, where they have an obstacle of some sort, right? And it just seems like it could take a year to get through it, or just you don't know, and you have to have faith. I know, but what is your, what is your recipe that you could share? A brief one, one or two steps, maybe three, of what people can do to overcome an obstacle that— whether, whatever the obstacles, we'll keep it open-ended. But because I feel like you have done that— you're a mother, you've got 5 kids, you've a wife, a businesswoman, now CEO. I mean, you're a rare, a rare woman, and I feel like you're so genuine with what I've learned and, and the legacy of your husband. I wanted to see it continue. I hope to spread his message in some of my future books, because I feel like I didn't know that he was the father of stevia and the story of how he brought this to America. I feel like people need to know about this. But he, he had this, this drive. What, how do you— what would you share with someone listening on how to get that kind of a spark in them? Because I feel like it could help people with their weight could help people with any obstacle, you know. And I feel like we lose that spark in today's world. People lose hope, you know. They feel like it's— whatever the obstacle is, it's too high, too big. And you've been through some big ones. So if you can share with us something positive that you could, you could share with everyone listening from, from your perspective that is important that maybe we forget— is, you know, I forget a lot of things sometimes.

I think it's important to focus on something that we truly believe in. And then to gain as much education as we can along the journey and how to make that center of our passion actually come to reality. And how to build build hope and help people achieve what they're looking to achieve and to be part of that journey with them. Yeah, as well. And not to give up.

Oh, you hit the nail on the head. How do we not give up? Do you have a— I mean, it's faith. Is that what it is?

Faith is part of it.

Right.

And an understanding that if we put the work in, the education in, and the focus in, that whatever our backgrounds, we can achieve what we're looking toward.

Ah, I love that. The way you say it, you make it sound easy, Carol, which I guess if you have patience and you do everything you just said, It happens, right? It really does. I mean, I look around where you were at here at your office and I feel like, wow, I mean, you've created this incredible place that is, uh, is changing the, the health of the world, you know. And what would, uh, what would you think, uh, you're knowing that your husband's passed now— was it 3 or 4 years ago now?

About 3 years ago.

Yeah. And what is your vision for anyone listening that they can help to, to spread the word on Stevia and Jim your husband, May, and in his work, because I feel like if they go to your website— your son shared that with us— sweetleaf.com, they can learn more of his story and what he did. But he has a book too I wanted to mention that he wrote a few years back. But tell us about that, because, you know, I'm an author and I love reading, and a lot of the people on this podcast like to read books. But share a little bit about that. And I feel like you and I may need to write a book on this follow-up, you know, to his. But talk about his book and And anything you want to end on, because I feel like this is the best podcast I've had this year that really comes from a place of, of experience and insight. And, you know, you're changing the world, and I like hanging out with, uh, with people that can do that because a lot of people give up on that, you know, like you said, they lose that, that, that vision. But he had a vision for the book. And what— for anyone listening, if they want to get the book, tell us a little bit about it and what the title is.

The book was entitled The Miracle of Stevia. It was written in 2003, and so it's in some ways it's outdated, but it actually came out of his heart.

Wow.

And his vision for what stevia could do to help people throughout the world, and much has happened. In the 17 years since its publication. And indeed, we do need to write an update to that book.

Right? Or revise it or something.

Because much has happened. He had hoped to write that revision, but he passed on before that opportunity came to him. But we can do that. And this legacy that he began is not his alone. It's the legacy of all those who have given stevia and other plant-based answers to our current earthly problems.

Oh, we have a lot of them.

And we have a lot.

We are sick, unfortunately, right? Yeah.

They've given what God created a chance to help them and to bless their lives.

Yes, oh yes.

And so it's marvelous to have the privilege of being part of this journey.

Oh my gosh, and hopefully the journey's— I hate to ask, but it's probably just beginning, don't you think, Carol? There's more to come.

Indeed.

So, and 25 new products this year, guys. So I'm excited. Put me in the front line, please. I want to taste everything that's coming out of this place because it's the best. And you guys can find the products at sweetleaf.com. They're available worldwide. I mean, in the US, tell them some of your favorite spots to buy your products. Where did— where can people go to get Sweet Leaf? Everywhere, right? Well, online, everything.

Most— yes, indeed. And the most accessible might be Amazon.

Sure.

Um, we indeed will be having our own ecommerce site starting now. And, and, but they're, they're available in, in both natural and conventional retailers and in, in a variety of, of, of places.

Sure.

Around, all around the United States, but also around the world in about 35 countries.

Amazing. Well, I will— my goal is to help in any way I can. So, you know, I'm here as a, as a, as an advocate and a supporter, and hopefully you you guys will as well. Come check out their products, check them out on Amazon, um, and use this. It really does the trick. It takes away that, that need and the desire for sweetness with a positive solution that not only helps you fast longer without breaking it, but it just makes everything taste better. And no negative, you know, because whether you're scared of belly fat or aging or inflammation, you won't have any of that your products. It's a superfood. So check out stevia, guys. Check out Sweet Leaf. They're incredible. The teas are called— tell them the tea's name again.

The Wisdom of the Ancients. The one that you enjoy the most is hibiscus with yerba mate and stevia.

It's like delicious. And I gave that away for the New Year to a lot of friends, and I would recommend you guys give yourself the gift of stevia and all these products.

I would just mention that it has been named the editor's pick by Progressive Grocer. Oh wow. That hibiscus, and it's one of 36 awards that we've won for taste and innovation, which is more than all of our sweetener competitors combined. Wow. All of those companies together.

I feel honored to be with the queen of sweet here. I feel like you're gonna keep me sweet without the sugar, so thank you. And all our listeners, I know they're thanking you for carrying your husband's work, and I'm excited for 2020. So thank you, Carol, for your time and for your, your, your hard work, because I know this takes effort. And thank you, I can't thank you enough. And guys, check them out at sweetleaf.com, and we'll We'll be back. I'll be back next week, guys. Have a beautiful rest of your week and great Monday. Peace and purpose, everyone. Take good care.

Bye-bye.

God bless. Bye, guys. Well, I really do hope you enjoyed the podcast today. I know I love doing it every week for you, and if you would be able to give us a 5-star review, we would sure appreciate it. Whatever podcast you're listening on, hopefully it's Apple, just Give us 5 stars and give us a comment. We'd love to know what you loved about it. Encourage others to listen to this. And if you can, please share today's podcast with your loved ones. Share it on Facebook, on Twitter, on Instagram. Share it with your loved ones. Text it, copy it, paste it. Let's make the Jorge Cruise revolution happen. And it's all about shortcuts. And you guys know you can sign up for my newsletter as well. I've already interrupted the show, but I want to remind you, if you haven't sign up for Jorge Cruise Report. Comes out every Monday with a link to the newest podcast, but you also get all my insights, my shortcuts on how to be exercising smarter, how to eat healthier, how to do intermittent fasting with cheating the fast, which is important so that way you never feel hungry. And you get to eat great things that are delicious, you know, because I love cheesecake, I love chocolate chip cookies, all those things. I'll teach you how to do that through the newsletter. And again, it's totally free. The website is simple, just go to JorgeCruise.com. It's J-O-R-G-E-C-R-U-I-S-E.com. And please tell your friends to join the newsletter as well. Comes out every Monday and it's called The Jorge Cruise Report. You'll love it. All right guys, I look forward to seeing you there. Peace and purpose. Take good care.