YouSaid · the spoken record

Jeff Braverman

lines on the record: 102
first: 2025-10-27
most recent: 2025-10-27
sittings or episodes: 1
sources: podcast

Every line below is reproduced as it was said and linked to the record it came from. Nothing here is summarised or generated. Directory · Search · Corrections

“By 2010, it's the vast majority. I know the revenue we did when we switched to. At that point, the wholesale business is like 2% or something, 3%.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“Tradition a legacy wholesale business It just kind of stayed the same right because I did put effort into it. And then it was like less effort into it. And then it would just be a slow decline.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“And just kept on, you know, going after it, we're like, I had a friend who had celiac disease and couldn't get gluten-free snacks. I was like, great. And in 30 days, we certified 700 products. Bam, organic. We just kept on expanding. We would take catalogs from our suppliers and you dump them into a keyword tool. So you didn't need to do any research. It just told you what people were searching for. The US is a huge place. Lots and lots of people. So we just went after it super aggressively and suddenly had thousands of products over the next X number of years.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“Coppers, copper, copper, coppers. And, right? I just called. I said, hey, give me your top 40 products, and we're going to sell them all. And that was the beauty. And it was easy then when we had one distribution center.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“And I had some of the most amazing chocolates. And so I called that I had to write a letter. I thought this supplier was huge. I had to write them a letter convincing them to sell to me as a distributor. I knew the Google game. So like these guys invented Dark Chocolate Espresso beans. So I knew how to rank number one for Dark Chocolate Espresso beans. So that one product allowed us to be a distributor for these guys. This was called.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“Correct, but it turns out diabetics do, and that's what they want to chew on at a baseball game, and that became like at the time, like not our top, it could have been our top ten, certainly was our top 10 seller. So found gaps in the assortment. You know, Was a serendipitous moment where my friend wasn't well and I donated blood for him on the upper east side in Manhattan. And instead of drinking the orange juice or apple juice, I went to Dylan's candy bar on the corner”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, like we started with that. We started with this base of. 150 products across nuts and tried fruit and seeds and candies and chocolates and so on. And then some of it was, I would just say to my dad and uncle, we're selling salted sunflower seeds in the shell. Other products we sell unsalted. Why aren't we selling unsalted sunflower seeds in the shell? And it's funny because they would say, no one wants them, right? Nobody wants unsalted.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, yeah. It wasn't out of, yeah. But we just didn't know how to do that. Like, would the customers come? Will they come from scratch? Like, we already were losing more and more customers. It was just something that wasn't in the family vocabulary and it would be super risky. But yeah, but when we moved out, I was terrified. We were now going to have like much more of a real warehouse. So about a 15,000 square foot building. And I was nervous. We had offices in the front. I was about to sublease it, but then something told me not to. And thank God we didn't.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“And Margin, much better margin than wholesale talking retail margins, you sell, you're buying truckload of peanuts and you roast it. Okay, granted, you're selling a pound bag for $1.59 or whatever, $1.79. It's not a lot of gross profit dollars, but there's margin on it. You can't make tons of money, but you can make money.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“Correct. It's obviously sad from the family heritage standpoint. My uncle was probably more sad than my dad, but my dad hated the store. It's no customers and it was hard and people tried to rob you. So not a great thing. I think the biggest emotion was fear.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“We're the laborers, and there might have been some expletive said, but it's like, if you can't take the heat, get out of the kitchen. I told them go home. We got this. Go home.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“But like the retail business was dying anyway. There was nothing doing, so he would be so nervous when it was dead too. So here, right, it just like, it's just like, boom, boom. Suddenly you're talking about it could be a few an hour, right? And he says, shut it off.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“So, my dad I mentioned earlier, but my dad's a creature of habit. And look in this store, when we'll be busy for Christmas just in the store, he'd be so nervous. I loved it. He would just be so nervous. It was busy. But most days it would be dead. Like we'd be sitting there on Saturdays in the summer. And it's like I did the math. I finally said we're shutting down on Saturdays. We were making $2 a person an hour. It was just like there was nothing. There were nobody buys nuts.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“Yes. I mean, that was the launch, the site was better, don't get me wrong and faster and friendlier and easier to use and so on. But then it also then at that point I was able to unlock, you know, unleash, begin to unleash Google.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“We launch the ad campaigns immediately on. And it's like the floodgates completely open. It goes up 10x immediately. But if we were doing three orders a day, suddenly it's 30.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“So we were spending very small amounts of money advertising. And the shift was just still not to spend out much more, but it was going from $3 a day to $100 a day”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“Bottom line is I said, hey, I don't like this wholesale bulk stuff, this concession supply stuff. I don't like selling. I like more building and engineering and being behind the scenes. Let's go all in. Let's take advantage of this early mover advantage and just run faster than. This is stodgy industry. Let's move faster than anyone else in our space. We probably had, let's say, call it 150 or so products. I started adding some more products at the time, but nothing aggressive. And let's really utilize the power of Google AdWords”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“Maybe a little more than that, and we charge shipping then. I don't remember what it was back then, but it could be a little bit more. I don't remember, to be honest, back then.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“We don't work to get anymore, but a friend of mine sent me the PDF. I didn't even pay for it. So we were one of the first, not the first nut guy online. There was a couple other people, but we're in that freshman class, right, of people online. So there was some distinct first mover kind of competitive advantage. And kind of I looked at it similar earlier on. It's like, well, We can sell one order to one customer in every state of day That's 50 orders a day.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, I saw the potential with Google certainly in 2003 once I joined the business. I started seeing it. A book came out. I don't remember exactly when it was one of the first books about how to use Google AdWords. And at some point, I just hired the guy.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“Why don't we just send them the raw cash shoes, pay them just a toll at just to roast it? And that would suddenly save us $10,000. That's like mana from heaven, right? So AI start winning proof points with my Dynamanco because that's like real money for a business that's not making any money. And then the other thing I did was, well, there's a couple of things. One of the things I did was I visited our wholesale customers and just said, what more can we do for you? Mind you, I'm a shy kid. I don't like selling at all. And I didn't love that we were selling sometimes commodities in a 25 pound box. It wasn't a point of differentiation there. So we had, for example, the specialty supermarket said, I really want you to package the product for us. My dad and my uncle said, No, too much labor. I showed them the math”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, so I just rolled up my sleeves and dug in and just looked at, like, let's just study this business, try to see where the opportunities are. So some would be simple as, hey, Sell raw cashes in the store and roasted cashews. I know what we pay for raw cashews. We're buying from our friend the roasted cashews because he was a roaster. That spread is pretty big”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, and it wasn't even with the internet. I didn't know the internet was going to be the big thing. So, what I did was I said, okay, right, I understood the value of equity. This business was worth nothing. I said, hey, I want 10% of the business. I want 50% of the upside of profit. There wasn't much profit. And I need a draw. Because I need some money to, I was still living in Manhattan, so I took a $28,000 draw against my profit share.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“Even more. Yeah, I was making about $105,000 or exactly $105,000. Yeah, I can't. When I told my dad and my uncle, I actually met them back in Edison, New Jersey, where they were still living, I went with them for a walk. I remember exactly where I was because I said I want to join the family business. This is before quitting. They set verbatim, you're nuts. You can't make this up. Classic for my family, of course, but because they're a cast of characters, but I was making more money than they were. Was really They hated my dad more so than my uncle, but they hated what they did, you know, and what my dad, though, said to me at that point was it wasn't necessarily carte blanche, but I made it clear, look, I need the keys to the store. And I'm going to deliver and”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“I want to say this with humility, but I felt there was something special about me that I can do good things in life. So it was just like these confluence of things. And when I met with that uncle, that colleague's uncle, I was like, well, should I just wait after the one year? Because I'm sure you get this question from people all the time. Like, when is the right time? And he's like What, you get a stub bonus in December? Like, because he was like now. I was like, well, I get a stuff bonus in five weeks He said, just leave as soon as you can.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“Great quote. And for me, like seeing, I was sad. I'm a pretty empathetic person. And let's say, you know, I'm in the office early on a Saturday morning and I see the partner there making. Millions and millions. I don't know if it's tens of millions, but millions and millions of dollars. And it was really sad to see this grown man who's not spending time with his kids, not with his wife. And it was just sad. And for me, you know, I just wanted better. And I felt like, look, I felt there was something.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“Working 100 hour weeks and, you know, said, Hey, I'm better than this. And he left and went on to entrepreneurial pursuits. So, you know, and I mentioned that point about working for the man. I did have an entrepreneur management professor who said the greatest risk in life is working for the man. So I have these seeds in my head.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“What was I going to do? Maybe through the World of Finance, I would buy a business or do something like that. I don't think it was going to be in strictly finance. And I think there were a couple of kind of random kind of epiphanous moments for me. One is I had to, I think they said I couldn't take off for Thanksgiving. And then I just did anyway. My sister was in Spain. And I visited her and she wasn't really making any money, but her life was beautiful. I was like, hmm, okay. And then I went to a Blackstone-sponsored event. They were very involved. The chairman was involved in the council of foreign relations. And so I went to an event and I happened to have met one of my colleagues' uncles who was an entrepreneur. So not finance, but an engineer. He was at GE working for the man.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“So, I was going to go into finance. I've read the books back then. I read a book called Monkey Business, where I was like, oh, investment banking stinks. But I still kind of went into it. It's just hard to go against the herd. So I just went along with everyone else, but no expectations of going to the family business to me. I always had this entrepreneurial bug.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“And then the amount. And then you would do We didn't even have product labels at that point in time. This is really rudimentary. We would type in the UPS or FedEx shipping label ourselves. We would then have to type the tracking number back into the customer. But the order would come out. They would go take bags at the time. They weren't great because there wasn't much else out there, but clear sello bags. Would fill them scoop right from the counter, have a foot pedal to seal them, and you put them in a box and then UPS comes later on and picks it up.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“A few years later, like, I could do that really fast, so I would do that for holiday. I would type my fingers really fast.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“One of my friends, he was a year older happened to have had a roommate who was building websites. So it's one of these as simple as that. If not for that, I have no idea because it was harder and it would have been a lot more money. So that's also why I built it for like $3,000 or so. But we would get a few orders trickling here or there. Could it be one a day, one every two days? But for my dad amongst the most exciting thing in the world. My dad would scream out, we had this little office above the store and he would scream out, we got an order. He would be so excited. And then we had this little thing I made as a boy with like a clothespin type thing and he would lower the string down out of the office window. He would still use that to drop the order down. But then they would, we had a credit card machine. Nothing was automated then, so you have to type in the credit card number. So we get the number, nothing's encrypted, right? You see the number passes across. You type it into the credit card machine. Where I remember as we got going.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“It's a great question. Don't know if it was, hey, going to do something big, but certainly it was just this familial pull. Now that goes back generations that just going to do whatever it takes to help. So I think it was just that pull, just wanting to help. Not much more than that.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“I don't think they knew. I didn't have any huge promises at that point in time. They also recognized that we have to figure something out. The business keeps on declining. I think it was just more they had just confidence in me and let's give this kid a shot.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“Put this way nuts online.com was my seventh choice for a domain name at the time. Got it. I couldn't get the other six because they were.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“So, this was no, they still had some, it wasn't like the business was destitute. It wasn't a super profitable business, but like when they did the catalog test, I'm sure it costs more than that, just a perspective.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“Yes, yes. Not 100% that comes a couple years into the business. But yes, so they gave me a budget of like just made up thing, like $700. Those days, it was really hard to build a website for $700.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“Correct. I started calling it stockbroker. I said, Why are you recommending these? Whatever. I got into it. But then I put together a plan for my dad, how he could retire and what he needs to do.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“Yeah. So I put together a little business plan. I met them at the local diner in Edison, New Jersey. This could have been their first or one of a few business meetings they've ever really had. And they were excited by the idea. And I said, okay, well, I need a budget. Look, I think they had confidence in me. And I also had a unique relationship with my dad where I've been in high school I started managing his money. So a unique set of circumstances.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“I see this new thing called the internet taking off. I was like, well, maybe the whole country could be our, you know, we could sell to the whole country. We had my dad and my uncle because of his was struggling so much. They did try, you know, when I was in high school to do some type of catalog. But it didn't bring that much in. So like I was already thinking of, I already had some exposure, just the seed of other channels and ways to go to market. But for me, I was like, wow, the internet's taking off. Let's try it. Let's go sell nuts online.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“Because of just my stock investing in high school, I was just very attuned to what was going on in that world. I mean, most people knew about the inner thing, but like I'm the kid who, based on Peter Lynch's philosophy, I bought AOL stock maybe in 1995 before everyone thought I was going to go bankrupt. And I was like, no way. So I was like more, I was closer to this than most seeing what was happening. And to be clear, then anyone could make money picking stocks in that go-go era of the internet. You know, I just looked at our little store.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“Not at all. You know, I was always going to help in whatever capacity I could, but my dad hated it. It was terrible. All right. He worked really hard, didn't make a lot of money. It was super stressful. We almost lost the house over this thing. So like, Were no expectations placed on me, and I didn't place any expectations on myself, I didn't think I was going to go into the business.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, 100%. I mean, back then, when we would get, so our claim to fame was the freshly roasted peanuts in the shell, so we would get a truckload in maybe then it was every two months or so. And the truck comes in with a hundred pound burlap sacks. They're floor loaded.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“For wholesale It would be a specialty supermarket. The one thing that I learned from my grandfather and my uncle is, hey, give the customer what you want to eat, you know, kind of like the golden rule. Treat others as you want to be treated. So we actually had great quality stuff. So there was like this specialty supermarket in more southern Jersey that just appreciated it. But we would just sell them most customers. We would just sell them, which to me wasn't that interesting, but we would sell them bulk cases. They would get 25 pound cases of whether it was going to be mental dates or freshly roasted peanuts and so on. It was not packaged at all.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, it wasn't great though, and they obviously had to work super hard. I mean, this is, you know, most of the time they're just scooping a quarter pound of cashews and doing work like that. But they did have to evolve and go more into wholesale just because the retail kept on declining.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“So I would go a lot. Certainly when I was little, and one nice thing that my dad did me was just I was empowered. Maybe we had no choice. But at seven years old, I loved doing the cash register, which is pretty cool for a seven-year-old to do. But yeah, so like, you know, summers I would work in the store, you know, as I got older, then I would go in on Saturdays for sure. Because my grandfather passed when I was about 15.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“Just two blocks away But then the customers were scared to come. But like, so like I remember when the alarm would go off as a kid, sometimes I would just go in with my dad and uncle. They would have to go in and check. And I would be in the car. I think I don't know when first he had car phones came out. So maybe I don't think I was six years old. Maybe I was 12 or 13. I don't remember, but I remember having 911 pressed ready to hit it as they went into the store to check what caused the alarm to go off.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“Again, the old store, because I was only four or five. I don't remember that much about that, but when we moved, yeah, like we had code words, if someone was going to rob us. Because you didn't move that.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“About a, I don't know, like an old country Western store, what you would see on TV. There were just barrels of product. And they would be more in the back and so on. And they would custom would have to know what they wanted.”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT
“Of his way or the highway. You do what you're told. My dad, you know, he tried, my dad would try to do some forms of innovation or make some changes in the business. And my grandfather would often say no. At one point, I remember my dad telling me the story where he wanted to put display cases. I mean, this is like crazy talk, but like you couldn't see the product in the old store. And my dad said, well, let's make display cases. How much more could you imagine how much more you could sell if the customers could see the product?”
2025-10-27 · How I Built This with Guy Raz · Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse · IDENTIFIED FROM THE TRANSCRIPT