Creating an ethical community is very important to us at As we shared in our values, we believe it’s important to create an honest, authentic place that’s filled with integrity. Here’s what that means to us:'s ethics statement and beliefs

Our Ethics: Honesty

Honesty is a value that’s in short supply these days, especially when it comes to food. Certainly food companies have set a very low bar when it comes to transparency and telling the truth. For us, that doesn’t mean we need to play the game that way. We have very high standards for our site, and we refuse to sling lies or partial truths. So even if it makes us less popular among some food advocates, we will resist the temptation to overstate issues or make unreasonable, unsubstantiated, or inflammatory statements.

One way to bring this value to life is in the broader context of processed foods. Oftentimes you’ll hear bloggers say some product will kill you or tell you an ingredient is “toxic.” While these claims may be true on occasion, for the vast majority of processed foods and ingredients the issue isn’t one of “it’s killing us.” Rather it’s more accurate to describe them as being unhealthy.

While food safety issues, allergic reactions, and specific dangerous ingredients can be exceptions to this view, we don’t believe exaggerating the impact of processed foods does the food movement any good over the long term. In fact, in many ways, it’s detrimental since it’s easy for people unfamiliar with the movement to dismiss these claims as ludicrous and unfounded. After all, the vast majority of people have been eating processed food, and it hasn’t killed them. What’s much more accurate is to point out that regular, long-term consumption of processed food often leads to an unhealthy body weight, Type II diabetes, and a variety of other negative health consequences.

Our Ethics: Authenticity

Along with being honest, authenticity is also very important to us. Hopefully, our collective voice on this website will bring that to life, and you will come to learn we truly believe in this quest for a happier, healthier life. That said, we don’t live perfect lives. Rather, we simply try to do our best. So hopefully you’ll never hear us advocate perfection as the goal. Furthermore, since we’re all imperfect, we believe being kind to yourself and others is extremely important.

While we’re confident we will make mistakes along the way, we hope you know they are rooted in human frailty versus an attempt to mislead.

Finally, we genuinely believe in the goodness of people, and that we’re all just doing out best to live a good life. Yes, corporate and personal greed has exacted a huge toll in the food world (and the world in general), but only by being authentic and transparent in our actions and beliefs can we hope to counter it.

Our Ethics: Integrity

Integrity is another value that’s in decline in our society. At the end of the day, we believe our integrity is one of our most valuable possessions. If you can’t trust us, then what have we got?

While first and foremost believes in creating a community that advocates for a happier, healthier life, we also realize that running a successful, meaningful website costs money. To be successful over the long-term we acknowledge the importance of earning revenue via advertising, affiliate marketing, and sponsored content, just to name a few. Please know that we don’t take the privilege of being part of your life lightly. Therefore, we will only accept sponsorships for or recommend products we feel good about and that we would use in our homes.

Finally, some processed food companies and individuals have criticized independent REAL food bloggers for selling ads and other content on their sites. This seems a bit disingenuous to us for a couple reasons. First, these same companies often advertise their processed foods on blogs. Second, why do these companies and individuals expect those who run a website shouldn’t be paid for their work? When is the last time those same companies and people have given away their products or services? So why should our website be held to a different standard? We all work to earn a living, and running a website takes a whole lot of time and costs real money.

Despite the poor example big food companies have set on the integrity front, you can expect us to always adhere to the following:

  • To avoid any potential conflicts of interest, and always err on the side of disclosure
  • To live up to our values
  • To follow not only the letter but also the spirit of the law

Thank you for your continued support.



P.S. If you’re looking legal disclosures regarding the use of this site, please read our terms of use and privacy policy, permissions policy, and commenting policy.'s ethics statement and beliefs

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