Mar 18, 2025
For years, the morning caffeine ritual reigned supreme — a parade of lattes, cappuccinos and double-shot Americanos. But lately, another warm beverage has been making its way into the hands of wellness-conscious consumers: bone broth. And yet, for those craving a convenient, shelf-stable version, the options were scarce until brothers Nick and Justin Mares decided to change that in 2015.
With slow-cooked precision — 14 to 20 hours — Kettle & Fire transformed bone broth from a niche health trend into a grocery store staple, sourcing grass-fed beef and adhering to strict quality standards. Today, their once-humble broth business has expanded to 22,000 stores nationwide, redefining the soup aisle along the way.
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“It’s hard and unglamorous and non-sexy work. No one cares to this level of detail,” Justin Mares recently told Forbes. As Mares himself explains, the company’s mission is not just to provide consumers with what they deem a healthier option; they aim to help people find better ways of living and eating in general.
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And while their revenue has moved past the $100 million mark, the Mares brothers are in no rush to sell out. Instead, as Justin explained to Forbes, they’re keeping the company private, scaling on their own terms.
Slow and steady wins the race
Kettle & Fire has built such a dedicated following that they can’t produce enough to keep up with demand. The brothers are so deeply involved in every detail of the business that they sourced a new supplier for natural flavoring after discovering their previous one used small amounts of canola oil. This level of detail is something that they may not be able to control if the company was publicly traded. Public companies live and die by the market’s demands, and under constant investor scrutiny, management may chase profits at the expense of the very quality that made their products special.
“Traditional IPO … has become so bloated and labor-intensive over the past two decades that only the largest companies can justify going public,” Vlad Tenev, co-founder and chief executive of broker Robinhood, recently wrote in a Washington Post Opinion piece.
So while the company could profit from going public, the Mares took another route of getting investors that align with their vision and can help scale the business, without compromising on the integrity of their products.
“The hardest thing to do is to have the big vision and then to maintain conviction over long periods of time. That’s where [Kettle & Fire] has a unique superpower,” Sam McBride, the former COO of Rx Bar, told Forbes.
And that’s a lesson that extends beyond business. Chasing quick returns — whether in the stock market or generally building wealth — often comes at the cost of stability. It might be worth asking yourself, are you making a decision based on short-term market trends or are you investing in assets and businesses that can grow over time?
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Don’t let the passion die
Following your passion sounds like a surefire path to success — but reality isn’t always that simple. Building a meaningful career requires more than enthusiasm; it demands persistence, adaptability and the willingness to push through challenges. But there’s a reason passion is such a powerful driving force as it can fuel resilience and encourage innovation.
That commitment to a deeper purpose is what set the brothers apart from the beginning. Instead of cutting corners, they prioritized ethical sourcing, ensuring their beef and chicken bones came from animals that had grazed on grass their entire lives. Their dedication to integrity over convenience helped them carve out a loyal customer base and a sustainable business model.
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“The consumer is starting to realize that you can't really divorce nutrient density from quality,” Mares says. It’s that insight — and interest — Brian Hack, Kettle & Fire’s CEO, says has contributed to his success.
“Justin is a very big picture thinker,” Hack told Forbes of his predecessor. “His awareness of where the consumer is going is really helpful for being a forward-thinking organization.”
That same logic applies to careers — when people are invested in what they do and understand it well, the results speak for themselves. According to a 2023 article from Harvard professor Jon M. Jachimowicz, employees who are passionate about their work don’t just clock in and out — they go the extra mile, bringing more creativity and drive to their roles.
While not every job is a dream job, finding a purpose in your work — whether it’s growth, financial stability or making an impact — can make all the difference.
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Victoria Vesovski is a Toronto-based staff reporter at Moneywise covering personal finance, lifestyle and trending news. She holds degrees from the University of Toronto and New York University, and her work has appeared on platforms including Yahoo Finance, MSN Money and Apple News.
