Pleasure, people and planet. Is that the tagline for a new line of eco-friendly 18-30 holidays?
Not exactly. Pleasure, people and planet comprise the driving mission behind Superfoodio, the wife-and-husband founded ethical plant-based treats company.
In this episode of the Karmic Capitalist, I talk to Jag and Nirali about their journey from seeing quite how close the Quechua get to the land and food, to producing peanut-butter buttons and chocolate bars without the nasties.
About how pretty much every food company today actually tries to keep you as far away from the source of the food as possible – nutritionally by injecting every additive known to man, and geographically by sourcing from the other side of Neptune.
“You’re not eating chocolate. You’re eating sugar”.
And we talk about how it’s possible to make delicious food another way.
I loved how their initial lack of knowledge and experience about the industry when they had their vision ended up being a real strength. It allowed them to ask really basic questions that needed asking, rather than taking for granted the layer upon layer of complexity that the industry has created to all of our detriment.
We talk about the importance of the pleasure of eating. How “just” being ethical may make you feel warm and fuzzy, but unless you’ve got a chocolate bar that tastes good, it’ll never take off.
I really enjoyed this episode with Nirali and Jag – they’ve got a lovely backstory and a really human approach to the company they’re building.
And the chocolate IS delicious. I managed to get my paid order in before their offer to send me one for free 🙂
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