Literally Eating His Own Dog Food 

I'm a little sick just watching this.

Dogfooding” is a term widely used in software development, and it refers to a company uses its own work heavily to help ensure a high level of quality. Last month, Mitch Felderhoff did some very literal dogfooding. He’s the president of dog food brand Muenster Milling Company, and he spent 30 days eating nothing but his own dog food.