Founder StoryGenesee Nutrition HQFilmed May 20260 views

Founder Will Carr on Why Bison

Name: Founder Will Carr on Why Bison
Uploaded: 2026-06-01
Duration: 248 s
Description: Will Carr sits down for a 4-minute unscripted conversation about the NJCAA locker room problem that started Genesee Nutrition, why bison outperforms beef in sports nutrition macros, and what regenerative sourcing actually means for athletes. If you've ever wondered why we didn't just make another chicken protein bar, this is the answer.

The story behind a protein bar category no one else was building

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Will Carr sits down for a 4-minute unscripted conversation about the NJCAA locker room problem that started Genesee Nutrition, why bison outperforms beef in sports nutrition macros, and what regenerative sourcing actually means for athletes. If you've ever wondered why we didn't just make another chicken protein bar, this is the answer.

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Will Carr

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[Placeholder transcript — operator to replace after filming] 00:00 — Will Carr opens: 'I was a strength coach. I saw what athletes were eating.' 00:30 — NJCAA locker room story: 'Every protein bar was the same. Synthetic. Hollow.' 01:10 — Why bison: omega-3 profile, lower saturated fat, heme iron for endurance 02:00 — Regenerative agriculture connection: what 'grass-fed open range' actually means 02:45 — The founding decision: 'I wasn't going to ship a product I wouldn't give my own athletes.' 03:20 — Current SKUs: Bison Original, Smoked Salt, Dark Chocolate — 'three flavors, done right' 03:50 — Closing: what's next for Genesee