DIRTY BRAND SUPPLY CO. — THE FOUNDERS STORY

A Life of Creativity, Innovation & Real-World Grit

Dirty Brand didn’t begin in a boardroom or a lab.
It began in the hands of someone who has been building, designing, experimenting, and creating his whole life.

J.R. “Jim” Wheeler is an artist, inventor, product designer, business-development strategist, author, speaker, father of nine, and grandfather many times over. His life has been spent imagining things, then bringing them into the real world for everyday people — from sleep systems to hydration science to next-generation beverage technology.   Today Dirty Brands is owned by Dunn and Grew Beverage Holdings and the products are distributed Nationwide by Grew Distribution Group.

While the world knows him today as the founder of Dirty Brand Supply Co., Carbon H₂O, and Confetti Water, Jim began his journey decades earlier working with water, wellness, plasma energy, and human performance. He became a leading voice in the wellness and hydration space, eventually publishing 24 books, including the acclaimed Healing Water: Potentialized Water for Life — the foundation stone of his later beverage innovations.

The Technology Behind the Brand

Jim is not just a founder — he’s the one who invented and patented the technology that powers the entire platform.

His Crazarc Plasma Loop system and Bio-Charged water processes integrate:

• Carbon filtration

• Plasma purification

• PEMF frequency programming

• 40 Hz to 4,000 Hz liquid potentialization

• Structured hydration principles

• Mineral optimization

This gave birth to the cleanest, crispest, most energetic water base in the category — a base now used in Dirty Brand Beverages, Carbon H₂O, Carbon H₂O Flavors, Drops, Sprays, Sublingual Strips, and Confetti Water.

Jim’s mission is simple:
Better water → better hydration → better life.

Serving the Whole Community — Not Just One Segment

Jim noticed something the beverage world hadn’t caught up to yet:

People don’t fit into one category.

Some want bold, full-hit, unapologetic flavors — the kind built for hard-working people who sweat, grind, haul, lift, weld, wrench, repair, and show up every day.

Others want light, refreshing, clean botanical flavors.

Some need kids’ products — fun, safe, sugar-free, zero caffeine, and exciting enough that children actually want them.

Others love soft frozen — as a treat, as a float, or as the base of beautiful adult cocktails.

So Jim created a complete beverage ecosystem, not just a brand:

• Dirty Brand — bold flavor, full minerals, real personality

• Carbon H₂O — clean alkaline hydration

• Carbon H₂O Flavors — lightly sparkling botanicals

• Confetti Water — playful, fun, zero-sugar hydration for kids

• Dirty Frozen — silky frozen flavors & float bases

• Drops / Strips / Sprays — fast-absorption hydration & functional formats

If someone drinks water, there’s a product for them.

The Nickname That Became a Movement

And somewhere in the middle of all that innovation…
there was a church retreat, two name tags, and a joke that changed everything.

Years ago, Jim and his father attended a retreat where too many men were named Jim.
To keep them straight, someone said:

“We need nicknames.”

Jim’s father pointed at him and grinned:
“Call him Dirt.”

Then tapped his own chest and said:
“And I guess that makes me Older Than Dirt.”

Everyone laughed. The names stuck for the entire weekend.
And something about Dirt felt right — grounded, real, humble, unpretentious.

Years later, when Jim built a brand for hardworking men and women who show up, get dirty, and keep America running, he knew what the name had to be.

DIRTY
Not messy.
Not negative.
Just honest.

A salute to builders, welders, farmers, mechanics, truckers, first responders, and every person whose hands show their work.

Why Jim Built This Company

Jim’s entire life has been defined by:

• Creativity

• Innovation

• Family

• Service

• Wellness

• Hard work

• And making things better for others

This beverage platform is the fusion of everything he is:

The artist designing labels and mascots.
The inventor building patented hydration technology.
The wellness educator teaching people about water.
The business strategist building a multi-brand ecosystem.
The father and grandfather creating clean drinks for kids.
The builder honoring hard-working Americans.
The author sharing what he’s learned.
The leader who still answers questions with humility and a smile.

Dirty Brand, Carbon H₂O, and Confetti Water weren’t created to chase trends.

They were created to serve real people with real needs, powered by science, craftsmanship, and a lifetime of passion for what water can do when treated with respect.

This is more than a beverage company.
It’s a family legacy, a technological breakthrough, and a love letter to everyone who works hard, plays hard, parents hard, and lives fully.

This is the story.
This is the mission.
This is the brand.