We’ve got a wave of new customers at the moment that are just bringing great energy. It’s a very solid type of customer, they don’t want extremes, they aren’t here to obsessively exercise control over their food and they’re not here for philosophy or dogma. You just want real food and I’m super excited by this, I’m excited by the fact that being healthy has evolved away from extreme reactions to eating, it’s not about miserably tolerating swirly green drinks or attempting to find rapture through your meal anymore. Rather it has become a more real need for a more solid connection to what is real. The new ‘healthy’ has an air of realism about it that probably has to do with us finding the balance and middle road somewhere as the pendulum swings so elegantly to her centre. Since the industrial revolution specifically where we stopped eating off [...]
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