Jim McMahon of Fit Foods: Protein Price Shocks and the Mutant Story | Episode #215

Jim McMahon, Founder and CEO of Fit Foods Ltd., traces his nearly 40-year supplement industry journey from introducing whey protein to Canada in 1993 to building Mutant into a 200,000-square-foot global manufacturing operation, on Episode #215 of the PricePlow Podcast.

Jim McMahon turned 60 in early 2026, and his supplement industry experience now spans nearly four decades. He founded Fit Foods Ltd. (parent of Mutant, PVL, Whey Gourmet, and North Coast Naturals) in 1996 with $13,000 and a newborn at home, and built one of the industry's most disciplined manufacturing operations: 200,000 square feet in Port Coquitlam, BC, roughly 200 employees, and distribution in 70+ countries. This is his first appearance on the PricePlow Podcast, and he doesn't hold back.

In Episode #215 of the PricePlow Podcast, Jim traces the full arc from introducing whey protein to Canada at the 1993 CHFA trade show to signing the Creapure® trademark agreement two days before Prolab. He explains that Mutant's internal testing found creatine gummies at 28 times the allowable impurity limit, predicts whey protein prices will roughly double within six months, and breaks down the Canadian NHP regulatory system from the inside.

Jim also teases a novel pre-workout stimulant nobody has used in sport, Mitchell Hooper's upcoming "Stronger" signature line, and a protein extension partnership with Dr. Daniel Traylor of DePaul University. This is a good one -- subscribe to the PricePlow Podcast on your favorite platform and sign up for Mutant news alerts on PricePlow before diving in.

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https://blog.priceplow.com/podcast/jim-mcmahon-mutant-215

Video: Jim McMahon on 40 Years, Creatine Gummy Quality, and the Whey Protein Avalanche

Podcast: Play in new window | Download (Duration: 1:56:13 — 91.5MB)

Detailed Show Notes: Jim McMahon, Founder and CEO of Fit Foods / Mutant

• 0:00 - Introductions

  Table of Contents

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  Jim opens by thanking Mike and Ben for what they're doing for the industry before launching into his origin story. A self-described "chubby kid" from Port Moody, BC, he discovered weightlifting after watching Pumping Iron around age 12 and the transformation was immediate. By 16, he was training alongside national champions (including Canadian power champion Tom Magee), and describes those Sunday gym sessions as "the most fun day of the whole week".

  Those early years shaped everything that followed. Jim spent much of his 20s working in gyms, then in a fitness equipment shop where customers kept asking not just about machines but about nutrition. "Make protein the anchor tenant of whatever your plan is," he'd tell them. "And I thought everybody knew that." Turns out, they didn't. That realization became the foundation of a 30-year business.

• 3:15 - First to Market: Whey Protein and Creapure in Canada

  In 1993, while working for another company, Jim introduced whey protein to Canada at the Canadian Health Food Association (CHFA) trade show. His boss didn't want to give the keynote in front of 300 people, so Jim, brand new to wholesale, stepped up and made the pitch. He was one of the first to go "through the wall" on what would become the most important protein category in history.

  By 1996, creatine was the next frontier. Jim was already buying Creapure® creatine before it was called Creapure, calling what was then SKW Trostberg (now AlzChem) at 3 AM from Vancouver to place orders. His trademark agreement was signed two days before John Moran's Prolab in 1998, technically making Fit Foods the first Creapure brand ever. He credits Anthony Almada and Ed Byrd of EAS as the creatine pioneers who first established the connection to SKW Trostberg.

• 11:30 - Founding PVL with $13K, a Newborn, and No Room to Fail

  In 1996, Jim's employer sold to a Toronto Stock Exchange public company. Three weeks under the new ownership was enough. He quit his six-figure job, had a direct conversation with his wife (a step he urges every aspiring entrepreneur not to skip), and launched Pure Vita Labs (PVL) with $13,000, a new baby, and a house they'd just bought.

  The early grind was relentless: up at 4 AM, drive 45 minutes to the contract blender, fill jars by hand, hit the road, return to work past midnight, repeat for nearly 400 straight days. First month's revenue: $40,000. By month three: $160,000. Jim says he doesn't remember the first 400 days of running the company -- or the first 400 days of his son's life. The formula was simple: whey protein, meal replacements, creatine, and a weight gainer variant of the popular Metarex style. Just show up, be consistent, and keep the scoops findable in the jar.

• 16:30 - The Mutant Mass Origin Story

  Around 2005, Fit Foods had started doing its own manufacturing. They'd taken a large strawberry protein order for a contract customer -- and the customer didn't pay the bill. The strawberry tasted slightly different, so Jim didn't want to blend it into his existing formula. Then someone said: there's no strawberry flavor in the gainer.

  From that conversation, Mutant Mass was born. Jim designed it with a 20% protein ratio (higher than competing gainers like Serious Mass at 15-16%), MCT oil, waxy maize, and cluster dextrin, and he pushed for a 15-pound bag -- a size that didn't exist in the market. Guys in Sweden and Germany started calling unprompted. Mutant Mass spread to 80 countries almost overnight. "We weren't trying to take on the whole world," Jim says. "We just had a hot hand and held on to the tiger by the tail."

• 19:00 - Rich Piana, Big Ron Partlow, and What Mutant Really Sells

  

  The Rich Piana partnership came through Alex Ardenti, who introduced Jim's then-marketing manager Ryan to Piana. Jim remembers late-night dinners in Port Coquitlam with Rich and Big Ron Partlow, the IFBB Pro who co-owns West Coast Iron in BC and remains a core Mutant athlete today. Rich stood for what he stood for, and Jim respected it even when he disagreed with certain choices.

  When Rich's estate later auctioned off pieces, Mutant bought his famous gold-and-red-velvet throne, keeping it within the industry's camaraderie circle. That word -- camaraderie -- comes up repeatedly throughout this episode. Jim is unambiguous about what Mutant actually sells: not just protein and gainers, but a habit and a community. "I like the respect of earning," he says. The lessons he learned at 16 waiting for his turn on the lifting platform are the same ones that run Fit Foods today.

• 31:00 - COVID Lessons and "Happier Lives Through Healthier Living"

  The COVID period pushed Fit Foods toward the edge of insolvency along with most brick-and-mortar supplement retailers. Jim reconnected with Ron Partlow during that uncertain period for a series of long conversations about purpose, brand identity, and what came next. The mission they landed on became Fit Foods' formal vision: "happier lives through healthier living". When people show up and do the work -- whatever the activity -- they build pride, and that's where happiness comes from.

  "How much WPC-80 do you want?"... "All of it."

  That clarity also sharpened Mutant's operational philosophy. When supply chains collapsed, they stripped to core SKUs: vanilla and chocolate protein, a couple of pre-workout flavors. No pina coladas, no limited-edition runs. "That's just how we handle our own brands." The dairy suppliers, who had excess inventory during COVID and needed cash-ready buyers fast, called Mutant directly. "How much WPC-80 do you want?" Jim's answer: "All of it."

• 33:30 - Why Mutant Won't Make Creatine Gummies Yet

  In Canada, creatine is regulated as a drug, not a food supplement, which means it's subject to a drug monograph with specific impurity thresholds. The key impurity: creatinine (the natural breakdown product of creatine), permitted at 100 parts per million. A second concern is dihydrotriazine, a secondary manufacturing byproduct flagged in quality research by scientists like Ralf Jäger. These standards are the reason Mutant has purchased and tested more than 20 brands of creatine gummies -- and isn't publishing the assays.

  

  Mutant Mind FK (pronounced "Mind Freak") is an epic nootropic-based pre-workout with a huge combination of Nitrosigine, enfinity paraxanthine, 3 grams each of taurine and tyrosine, and more!

  The numbers they've found are, as Jim says, "bloody horrific": some samples tested at 17x, 20x, and 28x the allowable creatinine impurity limit. That problem compounds over shelf life. The NOW Foods creatine gummy testing initiative made some of these potency failures public, and Mutant's internal data focuses on the impurity side. Jim notes that dependable chewable tablet technology (no wet manufacturing, no impurity risk) is more promising for now. He also acknowledges that Glanbia's CreaBev® microencapsulated creatine is a promising approach for gummy-style applications -- currently price-prohibitive, but worth watching.

• 40:30 - Canadian Supplement Regulation: The NHP System

  Canadian supplements are overseen by Health Canada. Products within established drug monographs follow a defined path: single-ingredient creatine, for example, comes with prescribed doses of 3-5 grams per day and a 100 parts per million impurity ceiling. Everything outside those monographs enters a class 3 Product License Application (PLA), where an Ottawa reviewer may give you five days to produce new safety data, and outcomes are highly subjective.

  The practical impact hits ingredients like paraxanthine (enfinity®) and dihydroberberine (GlucoVantage®): cleared in the US, not yet approved in Canada. Jim names Shawn Wells and Kylin Liao of NNB Nutrition as suppliers he'd buy more from if regulations allowed. He even admits purchasing MuscleTech EuphoriQ at 3 PM on sales days before Mutant had its own paraxanthine-powered Mutant Mind FK in the lineup. As of the recording date, Ottawa had just refused one of Mutant's class-3 multi-ingredient products -- a refusal Jim disputes, since he addressed the reviewer's methylation concern directly in the formula.

• 49:00 - MPL, FDA Reform, and the Case for a Clear Innovation Pipeline

  Proposed US Mandatory Product Listing (MPL) requirements raise the same concerns Jim lives with daily in Canada. His assessment: there's real value in eliminating the wild west of bad actors, but the decision trees need to be unambiguous. "What does 'change the label' mean? Does that mean six months? Or does that mean stop sale today?" Vague instructions from regulators create liability without clarity.

  

  Ben makes the broader point: US sports nutrition innovation sets global trends. The ingredients that Kylin Liao, Shawn Wells, and researchers like Ralf Jäger develop find their first home in American products and then spread worldwide. An overwhelmed FDA adds friction to a pipeline the rest of the world depends on. Jim uses creatine as evidence -- a 30-year journey from SKW Trostberg's 1992 manufacturing launch to where creatine sits culturally today. "What other things are we currently sitting on?" he asks.

• 53:15 - Ingredient Science, Creatine Impurities, and the Zero-Sum Fallacy

  Jim takes a brief detour on ashwagandha to make a point about epistemology. He uses one branded ingredient in his products simply because it's what he started with -- not because other forms are invalid. The "zero-sum game" mindset (proving one ingredient superior means all others are worthless) is one of his recurring frustrations with supplement discourse. Raw herbs that humans used for thousands of years before branded extracts existed still have their place. Extracts do too. Everything has its rightful context.

  On creatine impurities specifically: NNB Nutrition's Pürest Creatine and brands like AlzChem (maker of Creapure) represent the high end of purity standards -- tracking creatinine, dicyandiamide, and dihydrotriazine levels that most consumers don't know to ask about. Jim also points to Animal's chewable creatine approach as a dependable technology precisely because it bypasses the wet manufacturing process that generates these impurities in the first place. MuscleTech has taken a similar path with their chewable format.

  Mutant has since launched Mutant Creatine Bytz, their chewable creatine.

• 59:15 - EAAs, Intra-Workouts, and the Shawn Clarida Project

  The debate over EAAs vs. BCAs vs. whole protein is one Jim refuses to frame as a zero-sum argument. His position: if you've topped up your daily protein intake, EAAs have a genuine role, especially for athletes training at extreme intensities. He cites four grams of L-leucine during intra-workout as a meaningful muscle-preservation tool in a carb-depleted state. "Everything's got its rightful place," he says. "How about you take 40 years, try it yourself, and talk to people in the gym?"

  

  Shawn Clarida, the two-time 212 Olympia champion, came to Jim with an intra-workout concept built around EAAs and an advanced carb blend. Jim has been developing what he describes as "lightning in a bottle": a blend centered on half-cluster dextrin and advanced EAA ideas that the team at Ron Partlow's gym has been using informally. He also references the late John Meadows' famously well-regarded intra-workout and the NutraBio Leg Day formula as benchmarks of where the category is heading.

• 1:02:15 - Inside Mutant's 200,000-Square-Foot Operation

  Mutant's main facility was purpose-built for a specific challenge: high-volume powder flow at scale. The layout was designed by an engineer who had previously helped design a famous Aurora, Illinois supplement facility (sketched out on the back of a napkin at Expo West, then revised when Jim told him the building was only two floors). Everything is optimized for large batch runs. Mutant thinks in 20,000-unit minimum day rates, not thousands of jars.

  Today, 200 people work at the Port Coquitlam HQ. The facility is all powder, all in-house. Capsules go to a small trusted group of three to four contract manufacturers. The facility holds BSCG (Banned Substance Control Group) and Informed Choice status, achieved a first-in-Canada dairy site license (requiring navigation through international dairy treaties with Europe, China, and Australia), and runs fill rates consistently above 97%. Jim notes the facility was custom-engineered specifically because one of its top-selling products -- the 15-pound Mutant Mass bag -- is "one of the stupidest things you should ever have to manufacture."

• 1:06:30 - The 2009 MusclePharm Near-Insolvency and Why Mutant Went Inward

  In 2009, Fit Foods was handling 100% of MusclePharm's global manufacturing: powder into bags and jars, shipped to GNC, Bodybuilding.com, and international distributors worldwide. When that relationship collapsed -- Jim confirmed a lawsuit in Colorado but kept the details private -- Fit Foods was nearly insolvent. A simultaneous internal breach of trust compounded the damage. "We were almost dead", Jim says plainly.

  The recovery forced a hard strategic reset: no more third-party contract manufacturing beyond a small group of trusted, long-tenured clients. Mutant, PVL, Whey Gourmet, and North Coast Naturals would be the focus. Jim's reasoning: "A lot of brand owners are nuts, and I ought to know because I am one. It was just simpler to deal with one crazy person." He also frames the quality rationale -- when you control inbound ingredients, you control purity standards. Taking in a client brand's raw materials means you're vouching for a supply chain you don't own.

• 1:11:00 - Supply Chain Discipline: 97% Fill Rates and a Distribution-First Model

  

  Mutant's primary customer isn't a Shopify consumer -- it's Popeye's Supplements Canada, major international distributors, and retail chains that need large quantities on short notice. Jim describes walking Popeye's buyers through the warehouse and pointing to entire walls of bulk totes: "That's yours." When Popeye's runs a national promotion, Mutant is already stocked for it.

  That reliability flows from intentional decisions: committing to large dairy supply contracts months in advance, skipping the "flavor of the week" trap, and holding deep core-SKU inventory at all times. The boring strategy of vanilla, chocolate, and a couple of standard pre-workout flavors turns out to be the strategy that earns you a preferred position with global distribution partners. Jim's framing: "I'd rather still be in business. I've got a responsibility to my 200 teammates." Fill rates above 97%, consistently, across 70+ countries. That's not an accident.

• 1:17:00 - Quality Over Trends: The Mutant Philosophy on Innovation

  The raspberry ketone era is Jim's favorite case study in trend-chasing. When Dr. Oz made them famous, retailers were calling daily. Jim said no -- not because there was no sales potential, but because there wasn't enough "stickiness" to build a brand on. He applies the same filter to creatine gummies, limited-edition flavor drops, and any product that requires cutting a corner somewhere in manufacturing to hit a market window.

  He sees a "frenetic race" over the past several years across the industry and believes some brands are moving faster than their quality systems can support. He's not naming names, but the logic is familiar: when you're running 20,000-unit minimum batches, every SKU addition has real supply chain consequences. The brands with the longest track records -- Animal, MuscleTech, Mutant -- generally share one trait: they stayed in their lane when the trends called them elsewhere.

• 1:18:30 - The Whey Protein Price Avalanche

  Jim's clearest prediction of the episode: whey protein prices will roughly double from 2024 levels within about six months (forecast made in March 2026). The drivers aren't just RTD beverage growth or the clear whey trend... they're the hot foam coffee category at major coffee chains (heating protein past denaturation thresholds and consuming massive volumes in the process) and acid-treated whey in the yogurt industry. Baby formula is also the largest single driver. The sports nutrition industry is a relatively small piece of a global whey market now bidding against categories with far higher per-serving price tolerance.

  

  Mutant Big Greens packs 1000mg of organic spirulina (double most competitors) plus 40+ superfoods into flavors that actually taste great. KSM-66 ashwagandha, probiotics, and stackable with protein shakes.

  Mutant runs a dairy supply forecasting program that costs roughly $100,000 per year and gives them early visibility that most brands don't have. Jim's analogy: "We had a Lamborghini of protein at a Chevy price for 33 years." That's over. Whey is still exceptional: highest EAA load, gut-friendly, 30% more EAAs than pea protein... but the price is going Lamborghini now too. He predicts a thinning of the herd among protein brands, followed by a period of genuine innovation as the industry scrambles to extend protein's effectiveness. Post-recording note: Additional whey price pressure has compounded since the March 2026 recording date due to oil and gas market volatility following geopolitical events in the Middle East. The timeline Jim forecast may be even worse now!

• 1:28:45 - The Investor Deal: Protecting 200 Teammates and Planning for Continuity

  Jim is 60. He knows he won't run Fit Foods forever, and he's direct about it: "You can't take it with you." The investor deal announced around the time of recording wasn't about a payday -- it was about building a continuation plan before circumstances force one. He watched IOVATE (parent of MuscleTech, home of Paul Gardner's Hydroxycut legacy) end up in creditor protection after an ownership transition. "We just don't want to be in that position ourselves."

  He kept a significant equity stake and stayed as CEO. The deal was long in the making and nearly went sideways, as one bidder went bankrupt mid-process. Jim is clear about his motivations: he can't look a co-worker in the eye if he sold and ran. His 1996 goal was to make $7,200 per month and be self-employed. "I never designed to go create a company or even a brand. I just wanted to be a plumber." The investor deal is an extension of that same philosophy: not about the Lamborghini or the boat in the harbor, but about showing up and staying.

• 1:37:45 - Title Sponsor for Eight Years: The Arnold Classic and the Camaraderie Mission

  Mutant has been the title sponsor of the Arnold Classic for eight consecutive years. Jim doesn't frame it as ROI. He frames it as celebration. "How is it that this little brand called Mutant is the title sponsor for eight years in a row?" His answer: because the iron game saved his life when he was a chubby 12-year-old, and he wants everyone to be able to celebrate that.

  

  His advice to anyone who hasn't been: get to Columbus. Go see the Animal Cage. Buy a ticket to the Strongman. Arnold is 78. The window is finite for all of them. What Jim cares about is the same thing that got him through the 2009 near-insolvency and the COVID shutdown: a community of people who show up, earn it, and look out for each other. "Don't forget everybody," he says, paraphrasing Arnold. "Have fun."

• 1:39:45 - What Does PVL Stand For? (And Teasing What's Next)

  Mike asks what PVL actually stands for. The answer: Pure Vita Labs. Jim couldn't get his first-choice company name in 1996 and went with Pure Vita Labs instead. He owns pvl.com. He went to buy purevitalabs.com and found it belonged to a cannabis company. He decided to leave that one alone.

  From there, the conversation turns to what's coming for Mutant. The pre-workout category is "unboring" soon. Jim has been sitting on an ingredient for a couple of years -- a bench-top sample went to four or five beta testers, and four of five came back with clear positive feedback. Health Canada approval is expected to take another year to 18 months, so the product is likely in the 2027 range. He declines to name the ingredient but describes it as "a second cousin removed from some of your favorite stimulants of all time" -- used in other categories, never in sport.

• 1:42:30 - Mitchell Hooper's "Stronger" Signature Line

  At the Arnold Classic, Mutant placed a promotional sheet on every table at the Hyatt bar. That sheet announced Mitchell "The Moose" Hooper's partnership with Mutant and the "Stronger" signature line. Spelled without the final "e" (as "STRONGR"), the line involves three product categories co-developed with Hooper and his coach, Laurence "Big Loz" Shahlaei, with a strongman and powerlifting focus.

  Jim traveled to Birmingham for the Mutant World Deadlift Championships, where an injured Hooper stepped aside at the last minute and Hafþór "Thor" Björnsson stepped in to pull a world-record 510 kilograms (over 1,100 lbs). Five weeks after pulling 505kg in training. Jim and Hooper had dinner in Birmingham with Big Loz, talking through macros and what a Hooper-specific product line would look like. A "Stronger" protein is the anchor category, with two additional SKUs to follow. Post-recording update: On April 26-27, 2026 in Myrtle Beach, Hooper won his second World's Strongest Man title -- exactly the result Jim was hoping for during this recording. He's also now a four-time Arnold Strongman Classic champion (2023-2026).

• 1:47:30 - The Protein Extension Project: Shawn Clarida, Dr. Daniel Traylor, and What Comes After the Avalanche

  

  The whey protein price avalanche isn't just a problem, it's forcing a useful question: how do you make protein work harder? Jim has been developing a "protein extension" concept since early 2025, building on his early recovery stack work with Roberto Luongo and the Vancouver Canucks (EAAs, heavy L-glutamine, carbs, and vitamin C), and conversations with Rich Piana years before that about making macros matter more rather than just consuming more of them.

  Mike McCandless's Scivation Xtend and Marc Lobliner's early intra-workout advocacy already laid the foundational beachheads for this kind of thinking. Dr. Traylor's lab at DePaul University has accumulated 12 to 13 university studies on the blend in development, and Mutant is joining a new study cohort. Shawn Clarida also came to Jim with a complementary intra-workout concept. Jim's framing on the protein extension work: it won't promise 600% improvement, but it will move the needle in a direction that matters when the protein Lamborghini starts carrying a Lamborghini price tag. He suggests Dr. Traylor may be a future PricePlow Podcast guest.

  Long story short - great story, great episode, great predictions, and lots more to come.

Where to Follow and Learn More

Connect with Jim McMahon and Mutant / Fit Foods

• LinkedIn: Jim McMahon
• Instagram: @mutantceo - Jim's personal account ("where I get to say what I really think")
• Instagram: @mutantnation - Mutant's official account
• Mutant Website
• LinkedIn: Fit Foods Ltd.
• Mutant on PricePlow - Sign up for news and price alerts

Resources Mentioned

• Mutant Mind FK: Nootropic Powered MIND FREAK Pre-Workout - Mutant's paraxanthin + Nitrosigine® pre-workout
• Creatine Gummy FAIL: 46% of Brands Failed NOW Foods' Testing - Public potency testing data Jim references
• Paraxanthine: Caffeine's Major Metabolite for Laser-Targeted Energy - Why Health Canada's paraxanthin review has been slow for Mutant
• GlucoVantage: Dihydroberberine for Superior Insulin Sensitivity - Another NNB Nutrition ingredient Jim wants to use but can't yet in Canada
• Creatine Gummies vs. Creatine Chews: Animal Takes a Stance - Why chewable tablets sidestep the impurity problem
• NNB Nutrition Launches Pürest Creatine: Industry's Lowest Impurity Levels - On creatinine, dicyandiamide, and dihydrotriazine impurity standards
• Mike McCandless: How to Sell a Supplement Brand | Episode #106 - Scivation Xtend as a beachhead for the protein extension concept
• Marc Lobliner on PricePlow | Episode #186 - Mentioned alongside McCandless as an intra-workout pioneer
• Mitchell Hooper Joins Team Mutant (Press Release, October 2024)
• Mitchell Hooper Wins 2026 World's Strongest Man (Muscle Insider)
• Big Ron Partlow on Instagram: @rep300 - IFBB Pro, Mutant athlete, West Coast Iron co-owner

Products Discussed

• Mutant Mass
• Mutant Madness Pre-Workout
• Mutant Mind FK - Paraxanthine + Nitrosigine® pre-workout
• Mutant Creatine Bytz - The new chewable creatine
• Mutant Pump
• Mutant Rehab
• Mutant Multi
• Mutant Big Greens - 40+ superfoods, 1g spirulina, KSM-66®, part of the Mutant functional nutrition lineup

Closing and Thank You Jim!

Darren Thompson, co-founder of PerfectShaker, joins Ben and Spencer at the 2026 Arnold Sports Festival to break down shaker bottle manufacturing, DC/Marvel licensing, laser etching, and the future of custom shakers on Episode #209 of the PricePlow Podcast.

Jim McMahon wraps up with the same advice he's carried since he was 16: make it fun. Deadlift day was the best day of the week. Leg day is the best day of the week. Whatever you're doing in business or in life, if you make it fun, you'll keep showing up -- and showing up is the whole game.

A huge thank you to Jim for one of the most candid, information-dense conversations in the PricePlow Podcast catalog. Thirty years of supplement industry knowledge, zero promotional fluff. And a big thank you to PerfectShaker for their continued support of the podcast. Check out their shaker cups at PerfectShaker.com -- or read about Darren Thompson and the Inside PerfectShaker story from Episode #209.

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