Our Mission and Purpose
From its conception, our company has been driven by one overarching mission: to reverse the burden of modern disease by providing premium, convenient real food, in alignment with humanity’s design.
Currently, the vast majority of death and illness in the developed world results from a mismatch between the environment humanity is suited for, and the environment we inhabit. This mismatch is painfully clear when it comes to diet. Industrial processing methods, inflammatory ingredients, high omega-6 vegetable oils, refined sugars and starches, artificial additives, and common allergens all dominate our food system—a far cry from the whole, nutrient-dense plant and animal foods that supported human health for eons.
In fact, science shows the modern diet is a major contributor to our global pandemic of cardiovascular disease, type 2 diabetes, metabolic syndrome, obesity, cancer, autoimmune disease, food intolerances, neurodegenerative disorders, and other conditions collectively known as “diseases of civilization”.[1] [2]
A System Out of Alignment
Although a movement back to real food seems simple in theory, a number of hurdles exist in practice. Aggressive food industry marketing, conflicting nutrition advice from experts, and a “pill mentality” culture that profits from treatment over prevention can leave people feeling confused about what to believe—and what to eat.
What’s more, processed food-like products tend to be more convenient, affordable, and readily available than real foods. For many people, this adds practical difficulties to eating an ancestrally-aligned diet.
Where We Come In
Our goal is to help remove the barriers that stand in the way of wellness—something we consider not just a privilege, but a birthright. Every day, we work towards this goal by:
- Offering real-food products that are convenient and ready to eat, giving delicious alternatives to the “fast food” that quickly becomes the default in a busy day. This means you won’t need to choose convenience at the expense of your health.
- Upholding rigorous standards for every ingredient we use, resulting in a line of natural foods that support human health rather than harm it. Our products are crafted to be fully aligned with what the body needs to thrive, helping combat chronic disease from the inside out.
- Using only the highest quality grass-fed, free-range, antibiotic-free, and hormone-free animal products. This is integral to our quest to support not only human health, but also animal welfare and regenerative agriculture.
- Committing to full transparency in our labeling—never listing vague terms like “natural flavor” or “spices,” but rather, spelling out ingredients one by one, so that you always know what you’re putting into your body.
- Sharing useful, clear information on diet and wellness topics that dig deep into the roots of human health. While our food products may be our most tangible offering, we also strive to raise awareness around all elements of health, helping everyone make informed decisions for their well-being.
Service
We view service as foundational for the health of humanity, and consider it both a moral duty and an honor to devote our efforts to bettering the world. As a company, we’re committed to keeping service at the helm of our actions, decisions, and vision.
We raise consciousness around nutrition and lifestyle choices, to promote alignment with humanity’s design. A better-aligned lifestyle improves vitality, empowering individuals to be of greater service.
Food Freedom
A core component of our mission is “Food Freedom”—a concept focused on restoring a sense of sovereignty and empowerment to the way we relate to food.
For this reason, our products are designed with freedom in mind. We steer clear of ingredients that manipulate your hunger signals and trick you into eating more than you truly want. We avoid artificial flavors or sweeteners that cause a mismatch between what your body thinks it’s getting, and what it actually receives. We use simple, natural ingredients that satisfy your cravings rather than inciting more of them.
At the same time, we don’t believe shame has a place at the table. Rather than assigning moral judgments to our food choices, attaching our sense of worth to our diet, or beating ourselves up when we “fall off the wagon,” we view food as a vehicle towards vitality. We respect that every person’s journey is unique to them, and what may be the most health-aligned decision for one person might be different for another. Food never needs to be the enemy.
We also reject “diet culture” and its fixation on weight, which is often to the detriment of physical and mental well-being.
Above all, we believe the journey towards wellness should be a pleasure unto itself. No matter where you started or where you’re going, we’re committed to helping you find the joy and ease in living healthfully.
Our Vision of the Future
Although bringing humanity back into a state of alignment is an ambitious goal, we believe it’s one within reach. All change starts with the individual—bite by bite, choice by choice, day by day.
By reducing the global chronic disease burden, health care resources can be redirected towards conditions that aren’t solved with lifestyle, technological advancements can flourish in new ways, and economic and societal health can grow. As an interconnected web of humanity, every individual step towards wellness is ultimately in service to the whole.
We’re excited to do our part in transforming the world into its healthiest, most liberated potential. And we’re even more excited to have you join us.
Product Standards
True Primal is devoted to bringing you convenient, real-food products that meet rigorous standards of quality and taste—all while being in alignment with humanity’s design. In fact, delivering such products is the very essence of our mission as a company, and has been since day one.
Here’s a look at what our standards mean to us—and, consequently, for you!
Primal Ingredients
“Primal” means first or fundamental. Along with “ancestral,” “primal” has become a popular description for living in a way that’s in line with how humans are designed to thrive. This means embracing exercise, fresh air, sufficient sleep, and stress reduction along with nutrition to achieve optimal health.
As it refers to diet, “primal” encompasses foods that are nutrient-dense and well tolerated by most people, typically with a long (think: thousands of years) track record for supporting human health.
Similar terms like “paleo diet” and “caveman diet” are sometimes used here as well, but we want to avoid fixating on a specific era of time (the Paleolithic period), since this can lead to counterproductive arguments about exactly what each tribe of people was doing and when. We don’t want to recreate the past—just apply the wisdom of alignment to the modern day.
All of our products support a primal framework by utilizing nutrient-dense, minimally processed plant and animal foods chosen for their congruence with human health. This also means avoiding synthetic ingredients, grains, and other common allergens that many people find problematic. In so doing, we aim to create the optimal conditions for the body to thrive.
Premium Protein
We use superior animal products from high-welfare livestock—not only for the sake of human health, but also for the health of animals and the planet itself. To achieve this, we utilize programs like the Global Animal Partnership to constantly improve all of our farm and ranch sourcing, choosing meat suppliers that are as committed to quality as we are.
Our animal-based ingredients currently include:
- 100% grass-fed, free-range, antibiotic-free beef (including certified GAP-4 beef in our chili), which has superior micronutrient and fatty acid profiles.[1]
- Fully pasture-raised, antibiotic-free GAP-4 chicken meat from slow-growth heritage breeds, which produces meat higher in collagen, zinc, iron, protein, and omega-3 fats.[2][3]
- Gelatin and beef broth from grass-fed, pasture-raised cattle.
- Chicken broth from free-range birds.
We support agricultural practices that create harmony among humans, livestock, and the land—leading to deeply nourishing and health-promoting products. To join us on this mission, learn more about our commitment to Animal Welfare and Regenerative Agriculture.
Organic Vegetables
Meat isn’t the only food that suffers at the hands of our modern agricultural practices. Conventionally grown fruit and vegetables have been shown to be lower in nutritional quality, lower in antioxidants, lower in phytonutrients, higher in heavy metals, higher in pesticide residue, and greater carriers of antibiotic-resistant bacteria than their organically grown counterparts.[4][5][6][7]
Likewise, industrial farming methods like tilling, monocrops, and the use of chemicals and synthetic fertilizers can be damaging to the ecosystem—causing a loss of soil biodiversity, polluting local air and water, and increasing greenhouse gas emissions.[8][9][10]
For these reasons, we source organic vegetables, herbs, and spices wherever possible, and support farmers who employ holistic farming methods. This allows us to create products packed with flavor and nutrition, without the potentially health-harming byproducts of industrial farming.
Natural Sweeteners
For our sweetened products, we use only natural, whole-food ingredients—particularly honey and maple syrup, which are both teeming with beneficial phytonutrients and prebiotic compounds.[11][12][13][14] You can learn more about the health-promoting properties of these sweeteners in our articles:
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