The world is misusing food, and unfortunately one of the main reasons is that many people don’t know how bad the situation is, i.e. to what extent we are misusing food. As a natural consequence of not knowing enough about the problem, most people don’t know how to live their lives to be part of the solution. In other words, the lack of access to information that is easy to act on is an important reason for why the world is misusing food.

30-50% of the world’s food production ends up as waste every year according to the Institution of Mechanical Engineers (IME). This means that close to half of all food produced gets thrown away in a world where one in nine, or about 800 million people, suffer from chronic undernourishment according to the UN Food and Agriculture Organization. This is something that causes close to 50% of deaths in children under five years old, more than 3 million children each year. In the other end of the spectrum worldwide obesity has more than doubled since 1980 with more than 1.9 billion adults 18+ being overweight and 600 million of them obese in 2014 according to WHO. 42 million children under the age of 5 were overweight or obese in 2013.

Looking at the food that gets produced, according to OECD global meat consumption is projected to increase more than 4 percent per person over the next 10 years. Today the average american consumed 90 kg meat in 2014, where the global average is 34 kg. Carnivorous (meat based) diets add extra pressure as it takes 20-50 times the amount of water to produce 1 kilogramme of meat than 1kg of vegetables according to IME.

Looking at the positive side of things, the food challenge has caught the eye of more and more innovators and entrepreneurs. Consequently we have started to see more and more disruptive innovation in food coming, with everything from underwater farming of algaes, strides into making insects with high protein and low fat tasty, and using connected plants to optimize the way we farm our existing food.

With the challenges of misusing food on the one hand, and innovating rapidly on the other, there needs to be more simplification efforts done so that every individual on the planet knows how to relate to food. Many people live busy lives, and a million recipes online will not help solve the challenge. Simplification needs to be at the core of any effort to drive behavioral change if we are to create a long-term sustainable way of relating to food and ensure that food makes us awesome. We have to, and we will.


We want to democratize great food

We believe that what people eat should make them happy, alert, healthy and awesome! We believe it should be super easy for everyone to understand what makes great food. Food should be great for you, your health, your tastebuds, your time. It should also be great for the environment and society at large. There are many companies trying to benefit financially from people’s insecurity around health, and wish to lose weight, by using non-scientific methods. There are also many companies trying to promote either straight out unhealthy food, or masquerade unhealthy food as healthy. Our commitment to you is that we will continuously monitor all real evidence-based research and innovation in food from all around the world from universities, companies and other organizations. We will summarize it and make it super easy for you to always know how far science is in this field. We will never be done and we will never be perfect. That said, we will always aim to be helpful and keep it simple so that everyone can have great food. Great food for all!

Where it starts – 30 recipes

The core of our efforts is centered around a list of 30 recipes that are continuously updated as research and innovation progresses. The recipes are created based on the following criteria:

  • Great taste – This is subjective, we know, but they taste great, we believe
  • Healthy – Based on latest research on what is actually healthy
  • Environmentally sustainable – Many of the recipes are vegetarian as today’s meat alternatives are often less sustainable
  • Fairly produced – Everyone involved in producing the ingredients from the cradle to the grave should have a decent living
  • Simple – All recipes should be easy to cook

So join us and let us help us become better. Remember to think BIG, keep it simple and have fun!