My Dirty Jobs, a company creating a line of heavy-duty cleaning products inspired by the Discovery Channel series Dirty Jobs staring Mike Rowe, is the first reality-based brand to enter the household-cleaning aisle.

Company co-founders Adam Lerner and Christian Darby created the idea. Less than 18 months ago the duo embarked on an uphill battle to convince both Rowe and Discovery Communications to take a chance on their start-up. Their vision became reality and the product line debuted at Walmart last month.

Both Lerner and Tracy VanBibber, national sales director of My Dirty Jobs, spoke with aNb Media about the brand’s launch and strategy.