Food is the way.
We're a whole food brand (lower case "w").
Which, oddly enough, is quite a rare thing in health, today.
Because for every nutritious food company (by food we mean something that needs a pan, some fat and a plate – not just a wrapper) there are hundreds of juice, shot, sachet, powder and supplement brands.
We've all been conned into believing that pills are for health.
And whole foods are for fuel.
But it's not true.
Nutrients are better used by our bodies when they come in a form our bodies actually recognise.
So how have we got here?
And what's so special about nutritious whole foods?
Terminology matters here.
If you spend enough time listening to Huberman, Johnson or Asprey you'll hear them talk about "protocols", "stacks" or "regimes" to detail their supplement use.
Whereas whole food comes as "breakfast", "lunch" and "dinner".
It's simply less exciting language and it feels less like you're doing something scientific and precise.
Which is how people can get away with selling "testosterone stacks" or "immunity protocols" – but no one's going to invite their friends over for a testosterone lunch (even though a couple of Oath burgers, served outside in the sun, is exactly that).
It's also the case that every supplement bottle you ever pick up will tell you all about the exciting micro-nutrients within.
We don't do that with food, but if we did the numbers would be through the roof.
It's just something worth bearing in mind in this world of social media and marketing.
Food has more context.
Every meal you make has a whole world of context that supplements and shots and sachets just can't replace.
Food has the environment in which it was grown encoded within it which – if you eat locally and seasonally – creates harmony between you and the world around you.
Synthetic supplements can never have this.
And then, perhaps most importantly, you have the human context of food, shared.
The company, the love, the laughter – all powerful signals to our body that you miss out on if you're hunched over the sink swallowing 12 different pills.
This isn't to say supplements are bad.
They can be a wonderful addition to a healthy life.
But we believe it's time to redress the imbalance between the stuff "health brands" sell us and a boring old whole food approach.
Speak soon,
R, J & N
