You hear a lot about “superfoods” online and in mommy chat rooms filled with benefits for the human body – but – who has time (and money) to only eat like a healthy king? Eating healthy and adding superfoods to your diet tends to be a lengthy process between research and preparation that not many Americans are willing to go through on a daily basis – and it’s starting to drastically affect our health as a nation. That’s why, we should be grateful for companies like Your Super, who are making conscious and healthy eating, an easier task for the average consumer.
With each mix packed with at least 7 different superfood ingredients – there’s no more excuse as to why you can’t consume superfoods, too. With a personal story of triumph, incredibly delicious and nutritious products that started in a home kitchen, and an amazing way of giving back to the global community and children in need, it’s going to be difficult for you not to fall in love with Your Super at the end of this interview…
You have a rather unique story behind how you started your business. Could you share that with us?
Michael: The story how Your Super started is really personal for me. After a successful tennis career, I was diagnosed with cancer at age 24. My cofounder Kristel had all of these bags in her kitchen cabinets full of superfood powders. After my treatment, she would make all these mixes for me, and I immediately began to feel happier, more energized, clearer. Even though I went through the most unhealthy period of my life, I began to actually feel better than I had ever felt before!
Kristel: Together with my mom and aunt who are orthomolecular nutritionists, I blended 7 different organic superfood and plant protein mixes. During Michael’s chemo treatment I watched Forks Over Knives, and I became vegan the next day. I thought, “Well, that’s something that I can change tomorrow.”
Michael: I realized that you may not be able to control everything in your life, but you can control what you eat.
Kristel: Our friends and family noticed how much easier it was to use our Superfood Mixes and were asking us for more. We realized we had a viable business and investigated supply chain. As we did, we discovered lack of regulations, and our inability to guarantee totally clean ingredients, so we began to work with farmers directly.
Michael: We set up an office in Berlin, German and were direct to consumer for two years before, at the urging of our customers, we came to the states in January 2018.
Your Super does a lot of incredible work giving back to those in need. Can you explain your decision to give your business a social mission? How does it impact your business, both positively and negatively?
Michael: When we were setting up our supply chain, and working with farmers directly, we knew we wanted to give back at the source. As a start-up we were working with set resources, and thus had to be mindful of our time, energy and capital, and so partnered with Action Against Hunger. Similar to Tom’s, Warby Parker or Patagonia we felt a business should be a force of good and positive impact in the world. Therefore we donate a lifesaving meal bar to a malnourished child around the world for every Superfood Mix we sell. The experience has been nothing but positive for us. Our Superfoods only make you healthier, but also help someone who does not have food at all.
For other entrepreneurs out there: what were some unexpected challenges you came across when you started Your Super, and how did you resolve them? What are some accomplishments you’re proud of?
Kristel: Being an entrepreneur comes with unlimited challenges, but within each of them an opportunity. The biggest of course, was learning about supply chain, and overcoming standard practices to source the most potent (and ethical) ingredients.
Being an entrepreneur comes with unlimited challenges…
Michael: Another challenge for us, was when customers were asking us to come to the US, and yet everyone told us we would be unable to raise money there. We heard the phrase, “For 99 no’s there’s 1 yes,” and so continued until we found that one yes. It’s been an amazing experience breaking into the US market, to be so welcomed by our customers and growing community here.
Kristel – do you have any advice specifically for women entrepreneurs who are interested in getting into the food/beverage space?
Kristel: Women have most of the household buying power, they decide what their families eat and often prepare it. I truly believe that we as females have to step up to create better products for ourselves, our friends, families & the environment. Now more than ever, it’s up to us to create products and services, that don’t just make a profit, but contribute to making the world a healthier, happier place. My advice would be to get clear on your goals, and then hit every one of them! I’m proof that anything you believe you can achieve.
What are some good, healthy ways to prepare Thanksgiving dishes this year if you want to be conscious of your diet but also indulge a little?
Customers ask us questions like this all the time, and we always recommend #1 read labels. If the ingredients are real foods (with names you can pronounce) you’re headed in the right direction. We only use foods with 100% whole food ingredients.
A fun, super-healthy, yet easy recipe to try is vegan chocolate mousse (yum!).
- Blend 1 avocado
- 2 tbsp. Your Super Chocolate Lover mix
- 1 tbsp. Peanut Butter
- 1 tbsp. Maple syrup
- 2 tbsp. Coconut Milk
- Pinch of Salt
You can find more of them on our recipe blog – CLICK HERE.
This year, what are you most grateful for?
Michael: We are grateful for our amazing customers that continue to spread the word about our superfood mixes and our company. Without these amazing people we would not be able to do what we love to do…. We are inspired daily by the stories of how our customers changed their lives to eat healthier and inspire the ones around them to do the same.
Learn more about the Your Super story check out the video below AND Use code Michael20 for 20% off on your first order on www.yoursuper.com: