Our Ambitions

Where does the food we consume come from? How is it produced?

These are two questions we feel we need to ask ourselves on a daily basis until we can give honest, straight-forward answers.  Answers that make sense in relation to our own wellbeing as well as the wellbeing of future generations…

As local as we can find,

As “organic” as we can produce,

As sustainable as we can make it.

We operate with these ambitions. We realize that these goals are often in conflict; it’s harder to find local produce in a big city that’s organic, for instance.  So, we’re routinely forced to make compromises; and that’s what we try to highlight in our daily business. When we understand the trade-offs we’re facing, and make conscious choices, we believe that we can significantly reduce the harm we’d otherwise inflict on our bodies and the environment.
Why do we insist on local? Because we’d like to minimize our carbon footprint.  Because we’d like to avoid the use of unknown (or quite well known!) chemicals to preserve our food on a long journey. And because we believe that helping our producers afford to live close by enriches the social fabric of our big city.
We sometimes put organic in quotation marks; that’s because the word has been overused and hollowed out of its intended meaning to some degree. We respect and value the certification process, but at the same time, we’re concerned that it may favor industrial-scale enterprises. That’s why we also choose to work with small producers that adhere to the principles of organic production even if they can’t afford the certification.  But we’re always careful in indicating that distinction in our labeling. Whether or not the word organic appears in front of each ingredient that’s in our end-products, is not a marketing ploy; it’s our attempt at being as transparent on this issue as possible. With or without the organic certification, our goal is always to serve fruits and vegetables that are free from GMOs, chemical fertilisers, chemical pesticides, and chemical preservatives. And of course, we’ve the same princeiples regarding the chickens, eggs, and dairy products that we serve.
Last but not least, we aim for sustainable production and consumption. We realize that we’re very fortunate to have a lot of resources. If we’re smart, those resources should allow countless generations to lead increasingly richer lives on this planet. Of course, we also have the option of wasting our resources, and ruining our chances for a pleasant future. Every day we make hundreds of choices that’ll ultimately determine which path we’re on. Our goal is to show that it’s not so hard to make the right choices.