But scientists are even more worried in 2017. The newest Doomsday Clock was set at 2.5 minutes to midnight—the closest we’ve been to the apocalypse since the early 1980s—partly because of the “rise in strident nationalism worldwide,” the group stated. In particular, scientists cited serious concern about the U.S. presidential election of Donald Trump, who has “made disturbing comments about the use and proliferation of nuclear weapons and expressed disbelief in the overwhelming scientific consensus on climate change.”


Articles on the subject appeared in small-distribution libertarian publications such as The Innovator and Atlantis Quarterly. It was during this period that Robert D. Kephart began publishing Inflation Survival Letter[6] (later renamed Personal Finance). For several years the newsletter included a continuing section on personal preparedness written by Stephens. It promoted expensive seminars around the US on similar cautionary topics. Stephens participated, along with James McKeever and other defensive investing, "hard money" advocates.
Many years ago, while living in Australia, I was bitten by a snake. I’d gone walkabout and wasn’t carrying medical supplies, but I met a few locals who very quickly rustled up a remedy to ease the pain and stop the swelling. That was the first time I realised the importance of thinking ahead, and I’ve prepped in a small way ever since. About 10 years ago I got into prepping seriously. I started to analyse “what-if” scenarios: what if something went wrong near to where I live? What would I do? How would I survive?

I run the BSc psychology course at the University of Central Lancashire. I wrote my doctorate on survival psychology and completed the write-up in LA, on the San Andreas fault. I’m a big sci-fi fan, and obviously tales of the apocalypse creep into every great story in the genre, but I only really started to consider my own preparatory behaviours when I began living in a city that experiences major earthquakes and spending my days writing about people dying horribly in disasters. I remember thinking, wouldn’t it be embarrassing, writing what I was writing, if someone found out I’d never looked into prepping myself?
No one wants to get sick, let alone contract a disease that may go untreated due to the lack of available medical facilities or medical personnel.  One of the best ways to avoid sickness is to maintain good hygeine and to properly dispose of human waste.  This is not as easy as it sounds because traditional waste systems may be inoperable due  to the lack of water and or ruptured sewer lines.
There are a lot of items on the market right now for alternative toilets and instructions on how to build your own septic trench. It is suggested that you look at your own situation and see what would be the best option for yourself and your family. Not all families’ situations are the same so it is best to be prepared for any emergency. Read our article on how to build your own outhouse and be prepared to live off the grid.

“The answer is you probably could,” she said. Though research suggests it might cause a mild depletion of vitamin C and other antioxidant chemicals, she explained, freeze-drying fruits and vegetables doesn’t have any significant impact on their nutritional value; packaged as stand-alone ingredients, they can even make for a healthy alternative to more caloric snack foods.
You should be doing your homework and putting in practice ahead of the fateful day, not counting on whipping out your manual in the middle of a crisis, but knowing how to best deal with any given situation is too good to pass up. In lieu of first-hand experience, a good set of instructions can help carry the day. I really like the Pocket Ref guides for general knowledge and skills, as they are tiny and positively packed with useful info.
But scientists are even more worried in 2017. The newest Doomsday Clock was set at 2.5 minutes to midnight—the closest we’ve been to the apocalypse since the early 1980s—partly because of the “rise in strident nationalism worldwide,” the group stated. In particular, scientists cited serious concern about the U.S. presidential election of Donald Trump, who has “made disturbing comments about the use and proliferation of nuclear weapons and expressed disbelief in the overwhelming scientific consensus on climate change.”
Roll out your dough into squares. You can make these loafs individual sized or sized for a whole family to slice and eat. Put fillings in the center and then fold over to make a pocket or shape however you want. Seal with some water. Cut or poke a few small slits. If you are lucky enough to have an egg you can brush it on the outside of the loaf to get a golden brown crisp crust.
16.  One large jug of Oil. Choose olive oil, coconut oil or some other cooking oil, but definitely get some.  Oil is essential for good health, fueling our energy stores and providing support for fat-soluble vitamins and nutrients as they work their way through our system. Not only that, but a bit of fat in your diet adds flavor and makes you feel satisfied when you are done eating.
The Silo Home in Saranac, New York up in Adirondack Mountains makes another incredible underground shelter that will keep you alive when a nuclear bomb hits the big city. The property costs around $750,000 listed on the Saranac real estate. At the site, you will see a regular, cabin-like home serving as a decoy house. However, the real home lies underneath the closet.

MRE stands for Meals Ready to Eat and they are essentially military food. This is the type of food soldiers are provided with when they aren’t near a facility or camp that has a mess hall. MREs come in cases of 12 and each waterproof foil bag contains one three-course meal. When you get MREs, you can choose from so many options that the variety is pretty decent. There are even vegetarian meals available. Brands of MREs include:
Do you mean clean it so you can drink it or clean it if the electricity goes out and the pump isn't working? If you want to drink the pool water, the best option I know of is to distill it yourself. I just had a reader send me this same question, and she mentioned checking around marine sites to see if there's a product available to remove salt from sea water in an open water emergency. I do know that the Berkey filters will NOT remove the salt. If possible, you're better off storing several 55 gallon drums filled with tap water and several cases of bottled water. I also reuse 2-liter soda bottles by cleaning them, refilling with water, and then storing them under beds and in closets.
I don’t have high blood pressure, but am extremely salt sensitive. If I eat a Chinese meal (which I love!), I have to remember to take a couple of potassium tablets afterward, or I will puff up and look like I’ve been on a bender for the last two days! Swollen eyelids, fingers and even toes. Something not working well with my kidneys? Maybe. Hasn’t shown up in any blood work, and the potassium does the trick. So, we have to figure our own bodies out. Let’s be glad we all don’t have to fool around to do that! Good health is a blessing.
I think the point of the quicky foods like the ravioli is actually good thinking. You may not have access to water right away, or run out. The other foods require water to cook. I have thought about that issue myself. what if you don’t want the whole neighborhood coming to your house when they smell the food. Precooked canned food can be eaten cold. No smells in the air to give you away. Think about that one. Please.
Another best practice is to store a variety of foods in a single bucket.  So, for example, instead of creating a bucket filled with a single food type, create a bucket that include a variety of foods plus appropriate condiments.  If you are ever forced to use your food storage, you can pull a single bucket with everything you need to get by instead of riffling through a dozen or more buckets to gather what you need for meal-preparation.
Communication: Our preferred portable radio is the BeoFeng BF-F8HP 8-watt two-way radio. You don’t need a Ham license to listen to local emergency services and broadcast when SHTF — see our beginners guide to amateur radio. We like this signal mirror instead of the cheap acrylic ones that scratch and fade quickly. Also, try these tiny whistles and signal flare kit.
Grains. Grains are good for making flour or meal. Wheat and corn are the most common. Bear in mind that you will need a grain mill to process these, and I recommend a good hand mill in case power is an issue. By storing whole grains instead of flour or meal you drastically increase storage life. Again you can buy these in ore-sealed buckets, or repackage bulk purchases yourself to save money. If you want to increase the shelf life even more, you can turn them into flour and then into Hardtacks.
Sigh, yet another ‘prepper’ website with zero to little factual or useful information. I’m convinced none of you fools have a clue. You have no practical experience, no thoughtful knowledge, no real advice. You don’t even know what the MRE consists of or what the heater chemicals were (and it matters, as there is a ton of useful applications here). And your website royally sucks. Girls in bikinis? End of the World advertisements? Celebrity pictures? You’re just like every other reseller out there trying to promote the fear card. No thanks. I’ll shop elsewhere where the propaganda isn’t so incessant… Read more »
I’m a grandfather now and I’m a positive person, but being a prepper can be tough. It’s difficult to get others on board, for most it’s a no-go subject. A lot of my friends think I’m barking mad. It’s taken me three years to convince my daughter and her family to take more of an interest and, before she eventually became a full-blown enthusiast, my partner used to humour me politely.
Using resinous woods (such as pine) for interior heating and cooking fires a very bad idea. As smoke cools on its way up a chimney, flammable resins accumulate in chimney flue(s). Eventually, months or years later. when someone builds another fire (say, during a cold Winter night), those resins ignite, and you have an upside-down solid-fuel rocket engine. Flame may gush sideways out of cracks in chimneys, igniting an entire abode.

I run the BSc psychology course at the University of Central Lancashire. I wrote my doctorate on survival psychology and completed the write-up in LA, on the San Andreas fault. I’m a big sci-fi fan, and obviously tales of the apocalypse creep into every great story in the genre, but I only really started to consider my own preparatory behaviours when I began living in a city that experiences major earthquakes and spending my days writing about people dying horribly in disasters. I remember thinking, wouldn’t it be embarrassing, writing what I was writing, if someone found out I’d never looked into prepping myself?


As for the ‘sword’ discussion below: fact that Iesous (his real Greek moniker) told his disciples that, if they didn’t already own a sword, they should even sell an outer garment (if necessary) so as to buy one. He wasn’t simply ensuring that a sword would be at hand at Gethsemane, but providing for a future in which he wouldn’t be available to protect Christians and their friends.

David Dawson is a retired security specialist with over 20 years of experience. He worked for a secret manufacturing facilities and hospitals in Illinois. David's responsibility was to protect people in case of any disaster or cataclysm that might occur. Now he keeps on doing it through teaching others about how to prepare and survive flood, earthquake or even war.
There is one important aspect of planning your freeze dried food storage:  try some sample meals before you invest in a six month or one year supply of one particular brand.  I have my own preferences that you are welcome to use as a guideline (check out Mountain House or Legacy Foods) but there are others.  Also keep in mind that some kits are chock full of sugary drinks and other fillers. Yes, you will need some beverages but they should not comprise 40% of your daily caloric intake.

The other thing we never have to forget is that these weapons also create a very powerful EMP blast that is going to fry all electronic devices that are not kept inside a Faraday cage (as that pulse has a much longer range than the rest of the nuke effects and, depending on its yield and the altitude of the blast, it can wipe out all the electronics from a big country with a single bomb). To have one of these cages is a very unlikely possibility (unless you’re at home at the time of the blast and you are a serious prepper) and nearly certain that your radio and mobile is going directly into the scrap heap (and even with the mobile in a cage, all transmission towers would be down). In that case, even a humble whistle or a mirror can do more for communication as we would be back to the stone age after such a calamity…

Over the years we have had a number of weevil infestations in our pantry. I finally had the county entomologist share with me that they tend to be in most commercially packed grains and that all you can do is to go through what you buy fast enough to keep from having a full weevil life cycle get out and into your pantry. I have heard of your suggestion to freeze flower and have been told that this only delayed the start of the insect life cycle to when you took it out of the freezer. (The implication was that your freezer couldn’t get cold enough to kill them but only make they go dormant.) I am looking for information about generating CO2 to replace the air in your packing containers and this would either kill them or keep them dormant the entire time you ore storing them. I have seen one description of using a coin size piece of dry-ice inside the mylar bags before final sealing. The dry-ice idea would not be available after the event. There has to be a simple lime-stone and acid in a mason jar with a piece of aquarium tubing????? (Looking for details on this!???)


Let’s face it, practical and usable space quickly becomes a valuable commodity when you are going to spend a significant amount of time in the shelter before venturing topside, and that environment should be comfortable, healthy and space efficient. You are going to be stressed enough if you are in there, and the last thing you need is the additional stress of a cramped, unfriendly environment.
Many years ago, while living in Australia, I was bitten by a snake. I’d gone walkabout and wasn’t carrying medical supplies, but I met a few locals who very quickly rustled up a remedy to ease the pain and stop the swelling. That was the first time I realised the importance of thinking ahead, and I’ve prepped in a small way ever since. About 10 years ago I got into prepping seriously. I started to analyse “what-if” scenarios: what if something went wrong near to where I live? What would I do? How would I survive?
I have been prepping and studying almost daily, prepping topics for three years and find this article to be the most comprehensive, reasonable and thorough list with detailed explanations I’ve ever found. My personal prepping checklist and bug out bag inventory stocks are typed up with quantities of each items and expiration dates of all medications and food supplies. The lists are specific to each bug out bag or duffel bag locations for easy of finding, when I need them quickly. Having spent thousands of dollars in my bug out bags and packs! I appreciate your effort and thought in designing this very creative list for prepper’s needing guidance. Remember folks … It’s always up to you!!! Don’t be standing there with a dumb look on your face when your family and friend look to you for help.

Label everything with the date of purchase.  Sharpie pens were created for this purpose.  However you choose to keep track,  rotate your stored food items the best you can without getting paranoid about it.  Many of the “use by” and “best by” dates on canned and packaged goods are put there by the manufacturer but relate more to taste and texture than actual spoilage.  See the next item.


To your closing, I’d like to add something that Solomon said in the book of Proverbs: “The prudent man sees danger and takes refuge, but the simple keep going and suffer for it.” So, we all should work, as Claude said, to keep making our personal situations stronger, and safer. God gave us incredible minds. Lets put them to good use. I like to do something every day; no matter how small it may be. Because, when you add up the little things, it turns into a great accomplishment.


When I point out that her reasons for getting into survivalism sound far off from the “every man for himself” mentality of the macho prepper stereotype, Chymiy mentions a paper by a team of social psychologists from UCLA, published in Psychological Review, about the differences in how men and women react to physical and social stressors. “The traditional fight-or-flight response is apparently based on research done only on men, so when they finally researched women under extreme stress, their response instead of fight or flight was more tend and befriend, apparently,” she explains. “Instead of running away or punching you in the face if you try to mug us, we’ll try to talk you down or try to make a social connection so you know the stressful situation can be diffused. And in neighborhood settings, we try to come together and help each other.”
To ease your mind from the rising tension between nuclear-capable countries and worries of a civil unrest, investing a decent amount of money for this underground survival shelter may serve as one of your best life-saving decisions. At a price of $200,000, you get a Radius Engineering Survival Shelter with fiberglass shells that outlasts steel shells and concrete shells. Apart from the extremely tough walls, Radius also build their bunkers with air purifiers with a UV-radiation sterilization system too.

This was an informative article, but I would like to see a bunker industry comparison of bunkers. Perhaps this has been done, but I just haven’t run across it yet. If anyone knows of any credible and objective comparisons, I’d be interested in knowing the link to that info. Right now, I’m considering Rising S, Vivos, or Bombardo. I don’t need an underground city, nor do I like communal life (been there, done that in military). I just want a functional bunker for 4 to 6 people that is reasonably priced and will last for a long time.
Personal hygiene is even more important in emergency situations than during everyday life. We have so many conveniences at our disposal in our society. Yet many people don’t realize the challenges when those conveniences are no longer available. Personal hygiene is really about keeping clean and avoiding unsanitary conditions that can lead to illness.

6.  Preparedness Apps (cost: free) – If you’re interested in domestic and international events of significance such military actions, economic concerns, and impending disasters then you should check out the Omega Survival Supply app. The app offers news on current events that preppers would be interested in. There’s also an option to get news updates through text messages.


The EMP/grid down threat has been our biggest concern and the primary focus of our preparedness plan. Learning to live without electricity, or at least practicing from time to time exposes the weaknesses in planning. We get our water from a well, so we plan to use an Emergency Well Tube (www.emergencywelltube.com) if we lose electrical service. We also have manual kitchen appliances and other hand tools to fill-in for the corded ones should the need arise.
Not to mention the “year without a summer” that happened after the eruption of Mt. Tambora in the Dutch East Indies in 1815. The resulting ash and smoke plume blocked the sun enough to lower the average temperatures only by a few degrees. It was enough to trigger famines in North America and Europe for several years until temperatures gradually normalized. If the Yellowstone caldera erupts the smoke and ash would block the sun much as would a nuclear winter and would trigger even worse famines and suffering from people trying to cope with minimum if any infrastructure for heat, water, medical, etc. just for the simple reason that we’ve got way more people now and more of us live in urban areas.
One of the biggest issues with GMO food is the allergy cross-over. Because genes from nuts, fish, soy and other highly allergenic plants/animals are used in the to give the need seed the desired characteristics, they can trigger serious allergic reactions in people who had no way of knowing the food was dangerous or even which food it was that caused it! If that wasn't bad enough already, it will certainly only be worse in a grid-down situation where medical care is limited at best.
Bunkers are either 1,590 or 2,120 square feet, at a cost of $25,000 to lease for 99 years, plus $1,000 annually, and the cost is the same no matter how many residents wind up using the space. One reason the price is so low is because each space is a blank canvas: Each leaseholder is responsible for installing all services and amenities, including plumbing, electricity, air filtration, and exhaust.
I don’t get paranoid about what I put back but if God gives me more than I want, and I can’t give it away, I do what I can to save it. I figure there is a reason for it. I know what hunger is and it’s not pretty. I’ve learned to forage and raise most of what we need. When the time comes, we’ll be ok and being elders, we might not be able to have access to things when it all falls apart. No one can prepare for every scenio, just prepare for what you can and pray you’ll never need it.
I’ve always thought the UK was sheltered from major natural disaster. But when I returned from LA I reconsidered, and I started to identify situations for which prepping might give me a bit of an advantage. It’s basic stuff: having a first aid kit in my car, storing extra food, carrying a power bank for my mobile phone – things a lot of us do naturally. Think of mothers with young kids: they’ve all packed a first aid kid, some water, some food. That’s a go-bag.
I hope this makes sense to you. It sounds like you have already figured out that with a growing teen and two additional children in the household, this will be a good start but that more will be needed over time. By doubling these quantities my guess is that you will be better prepared, food wise, than 90% of the population. And even without doubling the quantities, you will be better prepared.
Over the years we have had a number of weevil infestations in our pantry. I finally had the county entomologist share with me that they tend to be in most commercially packed grains and that all you can do is to go through what you buy fast enough to keep from having a full weevil life cycle get out and into your pantry. I have heard of your suggestion to freeze flower and have been told that this only delayed the start of the insect life cycle to when you took it out of the freezer. (The implication was that your freezer couldn’t get cold enough to kill them but only make they go dormant.) I am looking for information about generating CO2 to replace the air in your packing containers and this would either kill them or keep them dormant the entire time you ore storing them. I have seen one description of using a coin size piece of dry-ice inside the mylar bags before final sealing. The dry-ice idea would not be available after the event. There has to be a simple lime-stone and acid in a mason jar with a piece of aquarium tubing????? (Looking for details on this!???)
I’ve just explained why EMP wouldn’t be as destructive as a full-scale nuclear war, but it would still be devastating – and it’s a lot more likely than a Cold War-style missile exchange. There are two reasons for that. Firstly, it’s a lot more survivable for the aggressor; our government might hesitate to launch a retaliatory strike on a country, killing millions of its people, because its leaders exploded a nuclear warhead in space. Secondly there are more countries who are capable of doing it right now or could be there in a matter of months.
Owning a cabin in a resort town gives the well to do an upper hand. When things get uncomfortable (too hot days in Florida for example) they head out for cooler places like Oregon or Washington). Sometimes younger grown children live year round at these second homes while attending out of State University or they may just have young family’s and parents who gave them huge down payments or the like. Such arrangements benefit all. If you think and act as the wealthy do, you don’t have to think like a bug. I have seen poor people spend thousands of dollars on weddings, even birthday’s, they could ill afford; when they might have provided their children and themselves a place to go for vacation, or, for other reasons.

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But mothers like Nygaard, Luther, and Bogwalker probably don’t need to a sociologist to remind them of that: They’re busy taking care of the kids, cooking, cleaning, running their own business, and doing their best to ensure that everyone around them has everything they need. It can be hard to draw the line between being a mom who is a survivalist and simply being a mom who lives her life with an eye to the future, but maybe that’s kind of the point: In giving traditional “women’s work” a name — like prepping or homesteading — they’re simply making that work more visible.
4. Weather Radios ($35 – $80, alerts are free) or Weather Warning Apps (free) – Weather radios have channels to the National Oceanic and Atmospheric Administration (NOAA). The NOAA provide coverage to government-designated weather channels 24 hours a day, 7 days a week. Weather radios can be programmed to beep loudly when extreme weather is expected. They can report on multiple counties or just one county. There are also multiple options for the sound alert. Internet and cell service might be interrupted during extreme weather so a battery operated weather radio is a great option.  Click here to learn more about how to get weather warnings from a radio.
At $40 for a case of 12, Soylent does a great job replacing solid meals with pre-mixed drinks that can extend your survival food stores by a few days. Each bottle is 400 calories and contains 20% of your daily nutritional needs. Drink five bottles and you’ve got a full day’s worth. They’re also vegan and nut- and lactose-free, with very clear nutritional info.
I feel like a lot of people worry about stockpiling food because if their house floods, a tornado, or some other major disaster their food would be gone with it. I feel like stockpiling is important to help with some less “threatening” emergencies… such as loss of job. My dad was without a job for 11 months, and with 8 kids my parents lived off our food storage during that time. I didn’t even realize that’s what we were doing because we kept eating the same food we always had. When stockpiling it is important to buy what you will use on a daily basis… then it will save you money to!
I’m a Christian and I’ve had Christian friends question why I put things by, as my grandma used to say. They say they just trust in the Lord to provide. They go to the store every day or two to get what they want. I follow my parents way of thinking. They said that if you have a grape vineyard and you get 5 bushel of grapes but only need two, you don’t throw the others away as next year you might not get any. And it’s true. God provides what is needed but we’Re not to just sit at the table and wait to be served, but to help provide for ourselves.
The Oppidum is located in Czech Republic, a region surrounded by mountains. The place was never targeted as a subject for aggression. Geographically, any possible conflict will most likely stay away from Czech Republic or invaders may likely reach it at a later stage. By that time, residents and the owner of The Oppidum will arrive and have plenty of time to prepare.
Also, include a good supply of the spices you like to cook with. These flavorings and spices allow you to do many creative things with your grains and beans. Without them you are severely limited. One of the best suggestions I can give you is buy a good food storage cookbook. Go through it and see what your family would really eat. Notice the ingredients as you do it. This will help you more than anything else to know what items to store.
I just downloaded your lists and I find them to be VERY valuable. So much so that I’ll be having my stay at home wife/co-prepper go through all of our supplies this coming week and populate all of the lists. We already had one for our BOB’s but it makes me realize we need good ones for food beyond just going through the pantry every 6 months and replacing. We need additional for security (ammo, firearms), fuel (white gas for coleman, kindling for BioLite, hardwood for indoor stove), water (we only store about 5 cases of bottled but it does need to rotate. We store so little b/c of space constraints in the big city and we have no less than a homemade Berkey, coffee filters by the 1000’s for pre-filtering the REAL crud out, MSR backpackable and of course a handful of lifestraw’s. We have access to a 120,000 gallon swimming pool and can distill that or we have access to what we firmly believe is a spring fed creek below us, that runs 365 days a year, rain or not. Anyway, thanks for the sheets. We will take the premise and expand on it. I plan to combine them all into one giant workbook kept up to date on a USB key and kept protected in my Faraday. I will be able to use them via PC, laptop, Android phone and tablet that way.
Editor’s Note: This article was generously contributed by Clarence Mason and in it he compares and contrasts two different survival bunker designs. Each have their advantages, but if you are considering building your own survival retreat option in the future, it makes sense to consider what is the best bunker design before you get too far down the planning road.

In 2014 there was a major outbreak of Ebola hemorrhagic fever in West Africa. This was far larger than all earlier outbreaks combined, because people are getting more mobile and the disease reached larger towns and cities. Horrifyingly, it also managed to reach out across the Atlantic and infect four people in the USA. We were lucky; all the cases were caught before they could spread further. We might not be lucky next time – and the virus is still out there in Africa. All it takes is one sick person to get on a plane and we could be facing a major epidemic.
Yes, that is true. Many years ago I was all into reading tarot cards, reading palms and crap like that. I relied mostly on my wit & street smarts, mainly because I have always been a loner most of my adult life, just me & the animals. About 10 or so years ago, I started praying, sporadically at first, then everyday, just because I could see that I was no longer in control of things, even though I worked like mad to ‘fix’ my environment/job/health life, etc…. I was trying to ‘will’ things to happen, just by sheer determination, but I just couldn’t do it alone anymore….. It is still hard, some days. You try to do the right thing, speak “up” speak “out”, protect the weak, old, infirm, nurture the environment and all it’s beautiful creatures, & and at the same time keep your ego in check….
Few people get beyond storing the four basic items, but it is extremely important that you do so. Never put all your eggs in one basket. Store dehydrated and/or freeze-dried foods as well as home canned and store-bought canned goods. Make sure you add cooking oil, shortening, baking powder, soda, yeast and powdered eggs. You can’t cook even the most basic recipes without these items. Because of limited space I won’t list all the items that should be included in a well-balanced storage program. They are all included in the The New Cookin’ With Home Storage cookbook, as well as information on how much to store, and where to purchase it.
Still, these extraterrestrial-looking foodstuffs seem to be having something of a moment: For the past four years, Costco has been selling pallets of shriveled vegetables, fruits, grains, and meats that promise to feed a single family for up to a year—and if you’re not a member, you can purchase similar survival kits, many of which boast a 20- to 30-year shelf life, at Walmart and Target. One top seller, Wise Company, saw its sales nearly double over the past four years, reaching around $75 million, according to a Bloomberg Businessweek cover story last November. The company’s CEO, Jack Shields, told me he estimates the industry as a whole generates between $400 and $450 million annually in retail.
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