WHY I REFUSE TO CUT CORNERS - EVEN WHEN IT HURTS

In a world where shortcuts are celebrated and profit is king, my stubbornness chooses a different path. It’s harder. It’s more expensive. And some days, it feels like swimming against the current and seeing my life savings disappear. But I didn’t start this business to play the game—I started it to change it.

At the heart of everything we do is one non-negotiable belief: people deserve better. Better food, better care, better choices. And not just when it’s convenient or profitable, but always.

We use 100% organic ingredients—without compromise. We don’t hide preservatives under “natural flavors” or use cheaper products because no one’s looking.  We source ethically, and we pay our team as fairly as we can. Not because it’s trendy. Because we are all connected, and when the team wins, we all win.

There have been moments when I was told to change my standards to be profitable, to be able to scale. To compromise on organic, to compromise on not making things from scratch. To cull our expensive management team. To water things down—literally and figuratively. Each time, I’ve said no.

Because this business isn’t about what we can get away with. It’s about what we can stand behind.

My faith in running a profitable and transparently healthy business is waning, but I need to prove the industry wrong.  When your mission is to heal, nourish, and uplift—your practices need to match. Otherwise, it’s just marketing.

Yes, running a truly healthy business cost more. It takes longer. It doesn’t always scale on command. But you know what else it does? 

It feeds our community.

It feeds people in a way that goes beyond calories.

It creates real change, from the soil to the soul.

So, if you’re someone who chooses quality over convenience, who believes that food should be medicine and business should be ethical—thank you. You inspire all of us to keep doing this.

And if you're a fellow founder trying to do it the right way in a world that rewards shortcuts, let this be your reminder: You’re not alone. Integrity is a long game, but it’s one worth playing.  I'm telling this to myself, too, to help me keep the faith!