"The jury is in on the shortcomings of the Western diet and the benefits of pre-industrial food; reams have been written about the pressing need to change the way we eat. The moment is ripe. People are hungry to get started, yet no one is doing much about it. The space is still dominated by the same two players. On one side, there are the cynical profiteers of the food industry who have hijacked words like "healthy" and "natural" so they can stick them on the labels of their latest lab creations. On the other side, there are the rigid, alienating food fascists who insist that everything we eat should taste as unpleasant as possible. That doesn’t work for us. We have a different idea - unequivocally delicious food that also happens to be unprocessed and good for you. Is that even possible?"