Our approach
We want each choice to have a clear basis.
These are the questions that guide our approach to products.
Know the ingredient before the product.
A precise ingredient name tells us more than a vague promise of rarity.
Origin and sourcing information are a starting point for understanding an ingredient.
Clear information should accompany every product.
We look for clear ingredients, format, shelf life and relevant instructions.
We consider the producer, applicable qualifications and relevant product documentation.
A choice should feel at home in everyday life.
Usage, storage and relevant suitability information should be easy to understand.
Describe the product itself, without exaggeration or treatment claims for food.
For product questions or a thought to share, we would like to hear from you.