We’re tired. And maybe you are too.

Tired of produce stripped of nutrients.
Of vegetables that taste like nothing.
Of supermarkets overflowing with soda and snacks, but no sign of local yellow beets; even though they grow just a few kilometers away.

Tired of reading ingredient lists that sound like chemistry manuals.
Of not knowing if what we’re buying is actually healthy or just marketed that way.
Of being deceived by healthwashing, greenwashing, and empty claims.
Of aisles full of visual noise, loud lights, and stressed-out crowds.

Tired of having too many choices and so little clarity when it comes to eating healthy.
Of being targeted by marketing campaigns that prey on our vulnerabilities.
Tired of carrying home groceries that do not serve us in the long-term.

Of buying too much and wasting more than we’d like to admit.
Of a system that treats us like passive consumers instead of conscious beings.
Of a food culture driven by shelf life—not human, animal, or planetary life.

We believe that we can do better.