Flavor and Product Ideation

Our flavor selection process started with Brian’s favorite cuisines, such as Italian, Mexican, Indian, and Thai. Input from our Beta community showed that Italian and Mexican were the most popular. We also identified the top flavors as taco seasoning, ketchup, and teriyaki. We actively seek and implement real-time feedback because we value our customers' opinions. Sampling and conducting customer polls allow us to refine our ideas to make sure it’s something everyone will love.

Chef Suhan’s Inspiration

Suhan’s culinary style is shaped by his upbringing in Queens, NY, where he had access to authentic global cuisines. He cooked extensively from culinary "bibles" like Marcella Hazan’s Essentials of Classic Italian Cooking and Diana Kennedy’s Essential Cuisines of Mexico. He loves exploring food history, especially how ingredients were used before modern influences—like how curries or kimchi were made before chilies. Fun fact: Chilies were actually introduced from the New World!

Recipe Development

Suhan begins by identifying the major flavors in a dish. For ingredients not compliant with the Autoimmune Protocol (AIP) diet, Suhan evaluates their essential characteristics (e.g., cumin’s earthiness) and substitutes by layering flavors instead of simple swaps. Suhan refined recipes through taste tests with family, friends, and neighbors, taking detailed notes and exact measurements to ensure consistency and scalability.

Finding the Right Partnerships

Initially, we searched for a co-manufacturer offering hot-fill, allergen-free, turn-key services (meaning they would source ingredients for us) and a relatively low minimum order quantity (MoQ). However, finding a partner to source a large variety of organic ingredients proved challenging. We pivoted to sourcing organic ingredients ourselves and leveraging our team’s existing network. We also searched online organic ingredient databases, conducted extensive outreach, and hired consultants to help us source ingredients and secure suppliers.

Packaging and Production

We partnered with a co-manufacturer that is organic-certified, allergen-free, environmentally-conscious, and woman-owned. Their values align with ours. Both owners manage chronic diseases through diet, and their facility is certified organic, kosher, allergen-free, gluten-free, and vegan.


We chose glass jars for health reasons, avoiding endocrine-disrupting plastics and reactive biodegradable pouches. For box design, we use recyclable corrugated boxes with biodegradable soy ink, ensuring a sustainable, premium unboxing experience.