Our story
Our food philosophy -
keeping it REAL
What does “healthy” mean to you? Chances are it’s a confusing mess of conflicting advice or buzzwords you’ve seen on processed food labels.
For us, we believe it’s pretty simple: let’s get back to the way humans are supposed to eat. The way we ate before the rise of big industrial food companies and marketing departments. The way where food energizes, heals, and powers a long and fulfilling life – not the other way around.
Here are our guiding principles:
Take a pass on processed “food.”
If you don’t recognize an ingredient, chances are your body won’t either. #checkyourlabels
Here's what you will and won't find in our Meals & Grocery:
What we do
100% grass-fed, grass-finished beef
Wild-caught fish & seafood
Pesticide-free produce
Our cooking oil? Extra virgin olive oil or coconut oil
Grass-fed, organic, full-fat dairy
USDA organic coffee and tea
Nitrate/additive-free bacon
Condiments / dressings made fresh in-house daily
Real-food sweeteners like honey or fruits
What we don’t do
No GMO, ever (including our animals’ diets)
No gluten or wheat
No industrial seed or “vegetable” oils
No refined starches
No artificial preservatives
No soy
No refined sugars or conventional / chemical sweeteners
No industrial lecithins, gums, dextrins, or other "thickeners"
No wines with high added sugar or sulphites
No fruit juice concentrates
Our supplier standards:
We spend a lot of time, and take a lot of pride, in sourcing each and every ingredient that makes its way into our kitchen or onto our Grocery. Most of the time, we visit our suppliers’ farms and facilities in person to get to know them and their practices so we can share them with you.
And just to be sure, we also regularly and randomly send our food off to a lab to test for the harmful stuff (the most recent reports can be found here).
Silverfern Farms in New Zealand, where we source much of our pasture-raised beef.
Why do we do this?
There are more corporate tricks & games in the food industry than just about anywhere else.
Misleading labelling, slippery definitions, low-to-no accountability standards, and sneaky industry
practices are everywhere you look. A few quick examples:
Misleading labelling, slippery definitions, low-to-no accountability standards, and sneaky industry
practices are everywhere you look. A few quick examples:
Fishing waters off the coast of Alaska, where our salmon are from (look for the MSC certification to know the fish are wild-caught and sustainably fished).
We could go on (chicken, coffee, dairy…), but you get the idea. And this is before we even discuss the marketing machine built by big-food companies to sell people (and regulators!) on how “healthy” all those processed foods are. That’s a blog post for another day.
So yes – we spend a lot of time looking for great, honest sources for everything that we bring into the kitchen or sell on our grocery. If we don’t eat it ourselves, you won’t find it for sale. Simple as that.
This means we say no to potential products much more often than we say yes. It also means we get excited when we’re able to bring a new product or a seasonal treat to our customers, so you’ll probably hear about it if you’re on our email list or our social media, so keep an eye out.