Smoke & Flame Sells Handcrafted Firewood Bundles for $1,000

CBC Comedy

Founder Jesse Horne hand-cures timber and slows production to replace low-grade gas station fuel with bespoke firewood bundles marketed as storytelling.

AI-assisted summary of Maker Series: Artisanal Firewood | CBC Radio (Comedy/Satire) — original source. Check the original for full context.

Source published: 2015-09-09

Key ideas

Jesse Horne founded Smoke & Flame Firewood Company in 2012, marketing it as North America's only premium, handcrafted firewood outfit in response to low-grade commercial firewood. (0:00)
The Vancouver-based artisanal firewood operation prices bundles of kindling at $1,000, catering to consumers looking for bespoke fuel.
The workshop combines old-world manual techniques with modern technology, intentionally slowing the curing and finishing process until each log meets strict perfection standards. (1:17)
Horne views himself as a storyteller working through wood, contrasting his individualized logs against generic shrink-wrapped fuel sold at gas stations and convenience stores. (1:17)

Detailed notes

## Background Published by CBC Comedy on YouTube on September 9, 2015, this satirical video originates from CBC Radio's program "This Is That." The segment profiles Smoke & Flame, a fictitious Vancouver-based artisanal firewood company known for selling bundles of kindling for $1,000.

## TL;DR Founder Jesse Horne introduces the philosophy behind the Smoke & Flame Firewood Company, which he established in 2012 out of frustration with low-grade commercial firewood. Horne frames timber cutting as a forgotten art form, maintaining strict, uncompromising standards by sourcing only logs that yield the finest firewood in the world. Alongside his apprentice, Carl O'Brien, Horne blends traditional handcrafting techniques with modern precision, refusing to sell any log until it is fully cured and perfected. Viewing himself as a storyteller through the medium of wood, Horne elevates an everyday combustion fuel into a bespoke luxury item.

## Atmosphere & style The piece adopts the deadpan, earnest aesthetic of a serious maker documentary, complete with contemplative voiceovers and reverent reflections on manual craft. It balances the solemn dedication of an artisan workshop with sharp underlying satire, treating the mundane chore of chopping firewood with highbrow pretension. Watching it evokes the subtle comedy of parody presented with complete, unflinching sincerity.

## Bulletin - [00:00](https://www.youtube.com/watch?v=TBb9O-aW4zI&t=0s) Jesse Horne founded Smoke & Flame Firewood Company in 2012, marketing it as North America's only premium, handcrafted firewood outfit in response to low-grade commercial firewood. - The Vancouver-based artisanal firewood operation prices bundles of kindling at $1,000, catering to consumers looking for bespoke fuel. - [01:17](https://www.youtube.com/watch?v=TBb9O-aW4zI&t=77s) The workshop combines old-world manual techniques with modern technology, intentionally slowing the curing and finishing process until each log meets strict perfection standards. - [01:17](https://www.youtube.com/watch?v=TBb9O-aW4zI&t=77s) Horne views himself as a storyteller working through wood, contrasting his individualized logs against generic shrink-wrapped fuel sold at gas stations and convenience stores.

## Key takeaways - [00:00](https://www.youtube.com/watch?v=TBb9O-aW4zI&t=0s) Jesse Horne draws on a lifelong immersion in firewood, wood stoves, and hearths as the emotional and conceptual foundation of his business. - [00:00](https://www.youtube.com/watch?v=TBb9O-aW4zI&t=0s) Frustration with mass-market, poor-quality timber led Horne to launch Smoke & Flame Firewood Company in 2012. - [00:00](https://www.youtube.com/watch?v=TBb9O-aW4zI&t=0s) Smoke & Flame brands itself as North America's sole producer of premium, handcrafted artisanal firewood. - [00:00](https://www.youtube.com/watch?v=TBb9O-aW4zI&t=0s) Horne applies an uncompromising, minimalist selection criteria, choosing only logs that yield the finest firewood in the world. - [00:00](https://www.youtube.com/watch?v=TBb9O-aW4zI&t=0s) Every individual split of wood is treated as an entity with unique character and narrative integrity. - [01:17](https://www.youtube.com/watch?v=TBb9O-aW4zI&t=77s) Apprentice Carl O'Brien trains under Horne, characterizing the founder's approach to timber as that of a true artist. - [01:17](https://www.youtube.com/watch?v=TBb9O-aW4zI&t=77s) Horne refuses to accelerate curing or finishing for commercial turnaround, pledging not to sell wood until it is completely ready. - [01:17](https://www.youtube.com/watch?v=TBb9O-aW4zI&t=77s) The production process deliberately marries traditional old-world manual techniques with modern technological tools. - [01:17](https://www.youtube.com/watch?v=TBb9O-aW4zI&t=77s) Slowing down the firewood creation process is central to ensuring combustive and tactile quality. - [01:17](https://www.youtube.com/watch?v=TBb9O-aW4zI&t=77s) Horne conceptualizes his role not as a merchant, but as a storyteller speaking through the medium of timber. - [01:17](https://www.youtube.com/watch?v=TBb9O-aW4zI&t=77s) The business directly contrasts elevated, artisanal hearth fuel with cheap, neglected firewood bundles sold at gas stations.

## Detailed walkthrough ### [00:00](https://www.youtube.com/watch?v=TBb9O-aW4zI&t=0s) The Origins and Philosophy of Smoke & Flame Firewood

Jesse Horne introduces his artisanal enterprise by reflecting on his lifelong relationship with wood and hearths. Recalling an upbringing immersed in firewood, wood-burning stoves, and fireplaces, Horne explains that timber feels embedded in his blood. In 2012, driven by frustration over the deluge of low-grade timber saturating the consumer market, he established the Smoke & Flame Firewood Company, styling it as North America’s sole premium, handcrafted firewood manufacturer. His mission centers on revitalizing the forgotten art and craftsmanship of timber cutting and curing.

Horne maintains an uncompromising, minimalist standard when selecting raw materials for his production line. Rather than focusing on volume, he concentrates exclusively on finding logs capable of yielding the absolute finest firewood on Earth. He views every single split of wood as an individual entity endowed with unique character and narrative integrity that must be honored during production. As Horne states: “My criteria for sourcing logs is simple: I only source logs that will give me the best firewood in the world.”

- **Company Profile**: Smoke & Flame Firewood Company, founded in 2012 by Jesse Horne as a premium handcrafted firewood outfit. - **Founding Motivation**: Dissatisfaction with poor-quality commercial firewood flooding retail markets. - **Sourcing Standard**: Selecting only premium-grade logs that guarantee world-class burning quality, treating each piece as an individual with its own story.

[01:17](https://www.youtube.com/watch?v=TBb9O-aW4zI&t=77s) Apprenticeship, Craftsmanship, and Storytelling in Wood

The artisanal workshop operates under strict standards of perfection overseen by Horne and his apprentice, Carl O'Brien. O'Brien describes the profound experience of training under Horne, unhesitatingly characterizing the founder as a true artist. Horne refuses to compromise his standard for commercial speed, insisting that no log leaves the shop until it has achieved total readiness, regardless of how long the curing and finishing process might demand. As Horne makes clear: “I will not sell a single piece of firewood until it is absolutely ready.”

Horne defines his creative method as a synthesis of old-world manual techniques and modern technological tools. By decelerating the entire operation, the company invests meticulous labor into perfecting the tactile and combustive qualities of the fuel. Horne reflects on his broader identity as an artisan, expressing that he views himself as a storyteller whose vocabulary is expressed strictly through wood. He notes that consumers, long conditioned to accept haphazard piles of neglected logs bundled outside convenience stores and gas stations, are thrilled by this elevated approach. As Horne remarks: “Now, it's like, 'Wow, someone's actually taking the care into the wood we're going to burn.'”

```mermaid flowchart LR accTitle: Smoke & Flame Artisanal Firewood Process accDescr: Flow diagram showing the artisanal firewood creation process from sourcing to storytelling combustion. subgraph Sourcing ["1. Material Selection"] A["Selective Log Sourcing"] --> B["Individual Character Assessment"] end subgraph Craft ["2. Artisanal Processing"] B --> C["Old-World Handcrafting"] C --> D["Modern Precision Monitoring"] D --> E["Extended Maturation"] end subgraph Delivery ["3. Final Presentation"] E --> F["Storytelling Fuel for Consumers"] end ```

- **Workshop Roles**: Jesse Horne serves as founder and master woodcrafter; Carl O'Brien works as the firm's apprentice. - **Production Ethos**: Melding traditional old-world techniques with modern technology while intentionally slowing production down to prioritize meticulous care. - **Market Reception**: Contrasting bespoke, handcrafted firewood against generic, shrink-wrapped fuel sold at gas stations.

## Mentioned CBC Radio, This Is That, Smoke & Flame Firewood Company, Jesse Horne, Carl O'Brien, Vancouver

## Video description This Is That profiles Smoke & Flame, a Vancouver artisanal firewood company that is selling bundles of kindling for $1000.

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Maker Series: Artisanal Firewood | CBC Radio https://www.youtube.com/user/CBCTV

[Source](https://www.youtube.com/watch?v=TBb9O-aW4zI)

中文简报

Smoke & Flame 以每捆1000美元售卖手工柴火创始人 Jesse Horne 采用手工熟化木材并放慢生产节奏，以具有故事性宣传的定制柴火捆替代加油站的低档燃料。创始人 Jesse Horne 介绍了 Smoke & Flame 柴火公司背后的理念，他因不满低档商业柴火而于2012年创立了该公司。Horne 将木材采伐视为一门被遗忘的艺术形式，坚持严苛且毫不妥协的标准，仅采购能产出全球顶级柴火的原木。Horne 与其学徒 Carl O'Brien 一起，将传统手工工艺与现代精准技术相结合，坚决不出售任何未完全熟化和完善的原木。Horne 将自己视为以木材为媒介的叙事者，将日常燃烧燃料提升为定制奢侈品。 Jesse Horne 于2012年创立了 Smoke & Flame 柴火公司，针对低档商业柴火，将其宣传为北美唯一的高端手工柴火作坊。 (0:00) 这家总部位于温哥华的手工柴火工坊将引火柴捆定价为1000美元，面向寻求定制燃料的消费者。该作坊将传统手工技术与现代工艺相结合，特意放慢熟化和精加工过程，直至每根原木均符合严苛的完美标准。 (1:17) Horne 认为自己是以木材为媒介的叙事者，将其个性化原木与加油站及便利店出售的普通塑封包装燃料区分开来。 (1:17)

Reading summary

In CBC Comedy's satirical profile, Jesse Horne presents his venture, the Smoke & Flame Firewood Company, as an artisanal endeavor aimed at elevating firewood from a neglected commodity into a premium, handcrafted craft. Reimagining Timber Sourcing as Handcrafted Art (0:00) Jesse Horne founded the Smoke & Flame Firewood Company in 2012 out of frustration with the low-grade commercial timber saturating retail markets. Styling the business as North America’s only premium, handcrafted firewood manufacturer, Horne focuses on reviving traditional cutting and curing methods rather than chasing production volume. Horne applies an exacting standard to his raw materials, sourcing only logs he believes can yield the finest firewood in the world. He views each split of timber as an individual entity possessing unique character and narrative integrity that must be preserved throughout production. Deliberate Craftsmanship, Apprenticeship, and Storytelling Fuel (1:17) The company's workshop operates under an intentionally decelerated production schedule run by Horne and his apprentice, Carl O'Brien, who characterizes Horne as a true artist. Horne refuses commercial shortcuts, maintaining that no firewood is sold until it has undergone thorough curing and preparation, regardless of the time required. By combining old-world manual techniques with modern tools, Horne shapes both the tactile and combustive qualities of the fuel. Framing himself as a storyteller who expresses narratives through wood, Horne contrasts his bespoke product with the generic, shrink-wrapped wood bundles commonly sold outside gas stations and convenience stores. The profile showcases Horne's elevation of ordinary firewood into a luxury artisanal good, framing meticulous curing and curation as a necessary corrective to mass-market convenience.

精炼阅读摘要

本节目通过记录杰西·霍恩（Jesse Horne）及其创办的“烟与火柴火公司”（Smoke & Flame Firewood Company），展现了其将日常柴火升格为手工艺术品与叙事载体的尝试，借此呈现出小众工匠文化对传统消耗品生产方式的重新定义与幽默戏仿。品牌源起与原木筛选准则 (0:00) 霍恩自述自幼在柴火与壁炉环境中长大，深感木材已融入自身血脉。因对零售市场上充斥的低劣木材感到不满，他于2012年创立了“烟与火柴火公司”，自称为北美唯一的优质手工柴火制造商，旨在重振被遗忘的原木切割与风干熟成工艺。在选材方面，霍恩宣称坚持极简且严苛的标准，彻底放弃追求规模产出，仅挑选能够产出顶级品质的原木，并将每一段木料视为具有独特个性和叙事完整性的个体对待。工匠学徒制与减速生产流程 (1:17) 工坊由霍恩及其学徒卡尔·奥布赖恩（Carl O'Brien）共同运营，维持着极为严格的工艺要求，奥布赖恩亦将霍恩视为真正的艺术家。霍恩强调绝不为追求商业化速度而妥协，明确表示在木材完全达到理想状态之前绝不出售。生产流程融合了传统的手工技巧与现代技术工具，工坊通过刻意放慢工序节奏，将繁复工时投入到打磨燃料的触感与燃烧表现上。木料叙事与对抗大众商品化 (1:17) 霍恩将自身角色定位为借助木料进行表达的“叙事者”，试图打破消费者对柴火的传统认知。他指出，大众长期以来习惯在加油站和便利店购买随意堆叠、毫无质感的打包木柴，而工坊的精细化路线则让消费者意识到柴火同样可以被倾注关怀。该工坊正是通过这种讲究手艺与故事的高端定位，与粗放式的大众商品化燃料形成了鲜明反差。该节目的核心在于通过放大对日常燃料近乎极致的精雕细琢，勾勒出工匠作坊对传统粗放物品的再造与赋能；但节目内容主要建立在创始人及其学徒的高度个人化表达上，带有鲜明的戏仿与讽刺色彩，并未展示其工艺流程的客观量化标准或商业规模化的可持续性。

Detailed notes — zh

## Background 该视频由加拿大广播公司喜剧频道（CBC Comedy）于 2015 年 9 月 9 日发布在 YouTube 上。根据页面简介，这是讽刺广播节目《This Is That》对温哥华一家名为 Smoke & Flame 的手工柴火公司所做的专题报道，讲述其如何以高达 1000 美元捆绑销售手工引火柴。 ## TL;DR 视频讲述了杰西·霍恩（Jesse Horne）因厌恶市场上粗制滥造的廉价木料，于 2012 年创立北美独家高端手工柴火品牌 Smoke & Flame 的经历。他将每块木头视为有生命的个体，坚持融合传统工艺与现代技术，并立下不达完美绝对不售卖的严苛品质标准。在学徒卡尔·奥布莱恩（Carl O'Brien）眼中，杰西并非普通伐木工，而是一位用木头讲故事的艺术家，其产品彻底颠覆了大众对加油站廉价木柴的刻板印象。 ## Atmosphere & style 全片伴随着舒缓悠扬的民谣吉他弹奏，散发着典型高端工匠纪录片那种深沉、庄重且充满诗意的氛围。受访者神情肃穆、语气极其笃定，以近乎宗教般的虔诚姿态大谈劈柴选材的哲学，这种一本正经的严肃表达与荒诞不经的讽刺内核形成了极具喜感的反差萌。整段观看体验宛如在欣赏一部精致温润的小众独立短片，让人在忍俊不禁的同时，又沉浸于其微妙而精巧的冷幽默质感中。 ## Bulletin - [00:00](https://www.youtube.com/watch?v=TBb9O-aW4zI&t=0s) 杰西·霍恩（Jesse Horne）于2012年创立了Smoke & Flame，旨在通过极致的匠心彻底重塑柴火这一传统市场的行业标准。 - [00:00](https://www.youtube.com/watch?v=TBb9O-aW4zI&t=0s) 该公司将自己定位为北美唯一的全手工高端柴火制造商品牌，其产品不仅是燃料，更被视作充满仪式感与叙事性的艺术品。 - [01:17](https://www.youtube.com/watch?v=TBb9O-aW4zI&t=77s) 制作工艺的核心逻辑是“慢工出细活”，即拒绝任何工业化批量生产，确保每一块木料在流入市场前都达到完美状态。 - [01:17](https://www.youtube.com/watch?v=TBb9O-aW4zI&t=77s) 消费者对该品牌的高端产品反应热烈，这种叙事式营销成功打破了大众对加油站廉价木柴包的刻板印象。 ## Key takeaways - [00:00](https://www.youtube.com/watch?v=TBb9O-aW4zI&t=0s) Smoke & Flame 的创始人杰西·霍恩将对木材的热爱视为生命核心，因为他自幼就在壁炉和柴火堆的氛围中成长。 - [00:00](https://www.youtube.com/watch?v=TBb9O-aW4zI&t=0s) 公司成立于2012年，创立初衷是杰西对当时市场上劣质柴火的极度不满，他决定引入匠人精神来优化这一产品类别。 - [00:00](https://www.youtube.com/watch?v=TBb9O-aW4zI&t=0s) 杰西在选材上有着极高且苛刻的标准，他仅选择能够产出世界顶级柴火的原木。 - [00:00](https://www.youtube.com/watch?v=TBb9O-aW4zI&t=0s) 在杰西眼中，每一块木头都是一个独特的生命体，拥有属于自己的个性，匠人需对其抱以敬畏之心。 - [01:17](https://www.youtube.com/watch?v=TBb9O-aW4zI&t=77s) 制作工艺强调旧世界传统技艺与现代新技术的巧妙结合，以此来提升产品的核心品质。 - [01:17](https://www.youtube.com/watch?v=TBb9O-aW4zI&t=77s) 学徒卡尔·奥布莱恩将杰西定义为“艺术家”，而非传统的伐木工人，体现了品牌在制作过程中注入了高度的创作热情。 - [01:17](https://www.youtube.com/watch?v=TBb9O-aW4zI&t=77s) 杰西坚持“完全就绪”原则，即任何不达标的木材都不会流入市场，不论需要耗费多少制作时间。 - [01:17](https://www.youtube.com/watch?v=TBb9O-aW4zI&t=77s) 品牌通过赋予木材“故事感”来改变其作为燃料的单一价值，使其升华为富有情感连接的文化产品。 - [01:17](https://www.youtube.com/watch?v=TBb9O-aW4zI&t=77s) 市场调研显示，消费者对高端手工柴火的市场认知已从单纯的“生活必需品”转变为具有品质感的“仪式性享受”。 ## Detailed walkthrough ### [00:00](https://www.youtube.com/watch?v=TBb9O-aW4zI&t=0s) 创立 Smoke & Flame 与手作柴火的执念伴随着悠扬舒缓的吉他弹奏，杰西·霍恩（Jesse Horne）回忆起自己的成长经历。他坦言自己从小就是在柴火堆、燃木炉灶和壁炉的陪伴下长大的，木头仿佛早已流淌在他的血液之中。正是出于这份深入骨髓的情结，杰西创立了“Smoke and Flame”（烟与焰）柴火公司，并自豪地将其定义为北美唯一一家生产高端、纯手工制作柴火的制造商。谈及创业初衷，杰西表示自己在 2012 年看到市场上充斥着大量劣质柴火，内心感到极度沮丧与厌烦，因此下定决心要将真正的手工匠人精神重新带回柴火制造行业。他在挑选原木时的标准极其苛刻且纯粹，杰西·霍恩表示：“My criteria for sourcing logs is simple: I only source logs that will give me the best firewood in the world.”（“我挑选原木的标准很简单：我只挑选能够为我带来世界上最好柴火的木料，仅此而已。”）在他眼中，每一块柴火都是独一无二的生命体，拥有属于自己的个性并诉说着独特的故事，而作为匠人，必须对它们抱以绝对的敬畏与尊重。 ```mermaid flowchart TD accTitle: Smoke & Flame 手工柴火理念流程图 accDescr: 展示从挑选原木、融合传统与现代工艺到制作高端柴火的过程。 subgraph Selection["原木选材"] A["拒绝市场劣质柴火"] --> B["只选取全球顶级原木"] end subgraph Craftsmanship["匠人打磨"] B --> C["尊重每块木头的个性与故事"] C --> D["结合旧世界传统与现代技术"] end subgraph FinalProduct["成品交付"] D --> E["耗时打磨直至彻底就绪"] E --> F["摆脱加油站粗制木柴形象"] end ``` - **创立时间**：Smoke & Flame 成立于 2012 年。 - **品牌定位**：北美唯一一家高端手工定制柴火生产商。 - **选材哲学**：只选用能够产出世界顶级柴火的原木，坚决抵制市场上廉价低质的批量木料。 --- ### [01:17](https://www.youtube.com/watch?v=TBb9O-aW4zI&t=77s) 学徒眼中的艺术家与“慢工出细活”的木语故事在 Smoke and Flame 担任学徒的卡尔·奥布莱恩（Carl O'Brien）由衷地表达了对导师的崇敬。他深吸了一口气，感叹道与杰西一起共事的感觉非常奇妙，因为在卡尔看来，杰西根本不是一个普通的伐木工人，而是一位真正的“艺术家”。杰西对待品质有着近乎偏执的坚持，他斩钉截铁地强调：“I will not sell a single piece of firewood until it is absolutely ready.”（“在它完全准备就绪之前，我绝不会卖出一块柴火，我根本不在乎这需要耗费多长时间。”）杰西将自己的制作哲学概括为旧世界传统手艺与现代新技术的融合。这种结合的核心在于主动放慢节奏，投入充裕的时间与极致的匠心，只为打造出一款真正高品质的产品。他将自己形容为一名讲故事的人，只不过他用来表达的“词汇”不是文字，而是木头本身。面对这种高端手作柴火，消费者的反馈极为热烈与惊喜。杰西感慨道，长期以来大众对柴火的认知仅仅停留在加油站旁随意堆放的廉价木头墩子，如今看到有人真正用心去对待他们即将点燃的木柴，大家都惊叹不已且由衷喜爱。 - **学徒视角**：学徒卡尔·奥布莱恩视杰西·霍恩为纯粹的艺术家，而非普通木材加工商。 - **品质底线**：木料必须自然成熟并经过精心制作，不达完美标准绝不流入市场。 - **市场反响**：彻底颠覆了加油站廉价木柴包的传统形象，使柴火升华为富有温度与仪式感的高端手工艺术品。 ## Mentioned Smoke & Flame, Jesse Horne, Carl O'Brien, CBC Radio, CBC Comedy, This Is That ## Video description This Is That profiles Smoke & Flame, a Vancouver artisanal firewood company that is selling bundles of kindling for $1000. Subscribe for more comedy: http://bit.ly/subscribeCBCcomedy About CBC RADIO: Canada's national public radio broadcaster. Stay Connected: Visit CBC Radio: http://bit.ly/CBCOfficialRadio Twitter: http://bit.ly/CBCRadioTwitter Facebook: http://bit.ly/CBCRadioFB About CBC: Welcome to the official YouTube channel for CBC, Canada’s public broadcaster. CBC is dedicated to creating content with original voices that inspire and entertain. Watch sneak peeks and trailers, behind the scenes footage, original web series, digital-exclusives and more. Connect with CBC Online: Twitter: http://bit.ly/CBCTwitter Facebook: http://bit.ly/CBCFacebook Instagram: http://bit.ly/CBCInstagram Maker Series: Artisanal Firewood | CBC Radio https://www.youtube.com/user/CBCTV [Source](https://www.youtube.com/watch?v=TBb9O-aW4zI)

Original transcript

[0:00] ♪ [gentle guitar] [0:12] You know, I feel like I grew up around firewood. [0:15] Grew up around wood, I grew up around wood burning stoves, [0:19] fireplaces. [0:21] I feel like it's kind of in my blood. [0:24] My name is Jesse Horne, and I am the founder [0:26] of Smoke and Flame Firewood Company. [0:29] North America's only premium [0:31] hand crafted firewood manufacturer. [0:34] ♪ ♪ [0:43] ♪ [cheery] [0:46] I started Smoke and Flame in 2012 [0:48] after growing frutstrated by seeing poor quality firewood [0:51] flooding the market. [0:52] I wanted to bring craftsmanship back to firewood production. [0:57] My criteria for sourcing logs is simple: [1:00] I only source logs that will give me [1:03] the best firewood in the world. [1:05] That's it. [1:07] Each piece of firewood is unique; [1:09] it has its own personality. [1:12] It tells a story. [1:14] Which is something we definitely want to respect. [1:17] My name is Carl O'Brien, [1:21] and I'm an apprentice here at Smoke and Flame Firewood. [1:26] [exhales] Working with Jesse is... [1:30] he's an artist. [1:32] Jesse: I will not sell a single piece of firewood [1:35] until it is abosulely ready. [1:37] And I don't care how long that takes. [1:39] [blows] [1:41] The way I look at it is, I wanted to encorporate [1:44] a lot of the stuff they did in the old world [1:47] with a lot of new and modern technology. [1:51] Combining those two worlds: basically slowing down, [1:56] putting in the time and craftsmanship [1:58] into making a quality, quality product. [2:03] I consider myself a bit of a storyteller, [2:07] but my words are wood. [2:10] ♪ ♪ [2:11] People just can't believe it's finally happening, you know? [2:14] For so long, it's just been pile of wood [2:18] at a gas station. [2:19] Now, it's like, "Wow, someone's actually taking the care [2:22] "into the wood we're going to burn." [2:24] TThey love it. [2:26] ♪ ♪ [2:31] My name's Jesse Horne, and I make firewood. [2:35] ♪ ♪