. >> reporter: anja was once a vegetarian. then -- >> i had a radical experience. low fat, no fat, '90s lifestyle to moving to southern italy and eating a ton of pork fat and lost weight and got healthier. >> reporter: now she's all about the meat. not just any meat. raw meat. fatty meat. she's making it her business to get the rest of us to eat like she does. >> that was delicious. right here. uruguay is the land of meat. this is where it all starts. so this is our santa monica butcher shop. >> reporter: back home in california she's building a meat empire with a string of butcher shops and restaurants. bell campo meats. >> everything from guinea fowl and quail and squaub to classic beef and pork. >> reporter: and she's assembled an army of true believers who work there. >> i grew up on fish sticks and hot dogs folded into mac and cheese. like a lot of people. i didn't know what food could taste like. >> i had an eyeball in crete. and that was pretty adventuresome. >> it was a big goat roast. >> reporter: they don't insist you eat eyeballs but they say meat is mor