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"You're not eating chocolate. You're eating sugar" - Nirali and Jag, founders of Superfoodio
Manage episode 331216842 series 2928005
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Pleasure, people and planet. Tagline for a new line of eco-friendly 18-30 holidays?
Not exactly.
Pleasure, people and planet make up the driving mission behind Superfoodio, the wife-and-husband founded ethical plant-based treats company.
And in this fun episode of the Karmic Capitalist, I talk to Jag and Nirali about their journey from South America - where they saw how close the Quechua get to the land and to the food they eat - to now setting up a company to produce peanut-butter buttons and chocolate bars without the nasties.
We talk about how pretty much every major 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 - which, full disclosure, hasn't happened!
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I host a weekly online workshop with CEOs of SMEs (10 to 100 employees approx) about scaling up, allowing them to step back and do more strategic work, and doing it in line with their values. Max 6 per session so we can have a real conversation.
If you'd like to join me, find a date that works for you here. They aren't charged for - you and I will both get value from the conversation.
Only CEOs / MDs apply - strictly peer-level conversation.
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