Our Aspiration

Aspiration Vision Mission


  • Nutrition information is often confusing or biased. This site seeks to demystify healthy eating choices and remain transparent.
  • Through many voices, we wish to show that the core “real food” values are shared.
  • We aim for this site will become a trusted, valued source of accessible information.
  • Our aspiration is to encourage healthy eating practices the whole family can take on board.


  • Our responsibility and commitment to our readers include accessibility and clarity.
  • We will show how “real food” is a core tenet, though the implementation can differ per individual.
  • We are not aiming for nutrition perfection –> we are aiming for continuous improvement.
  • The culture of the site is to provide helpful, practical information delivered in a fairly light-hearted style.

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