About the founder

Food has always been a passion of mine. Growing up in Israel I had access to amazing fresh produce and the choice of a healthier lifestyle was somehow easier. Excited in my new London chapter I was surprised how difficult it was to continue my healthy, vegetable rich, low sugar diet (Mediterranean diet).

This struggle made me observe and research the reasons. I found that getting sugar free or low-fat products, for an instant, is expensive and difficult to find. Also, vegetable deliveries are mostly organic and awfully expensive while the range in the supermarkets can be restricted. On the other hand, candy, crisps, white flour based bread are easy to find and the prices are amazingly low.

After a long career in television I have dedicated myself to the mission of solving these issues.

Any questions? drop me a line!