Written by Christine Day, Luvo CEO
People often ask me about my journey from Starbucks and lululemon to Luvo and why I chose such a small company to run and why frozen food? There are three reasons.
The first is I have to be passionate about my work and that comes from the purpose and mission of the company. The second is the growth is all in front of us with the opportunity to disrupt an industry that is ripe for change. The third is to use what I have learned in my journey in business to make a difference in the lives of others.
My passion comes from a deeply personal space. My family has seen the devastating effects of Type II diabetes. I found myself standing in the grocery aisle looking for food that my father could easily make for my mother. Due to an illness in her early 50’s, my mother’s pancreas was damaged which affected her ability to produce insulin. The result was Type II diabetes. The effect of living with Type II diabetes 20+ years later is kidney failure, vision loss and limb loss. I could not find any food that both my parents would eat that also met the dietary requirements. The truth is the dietary requirements could be easily met, but no one was making food that met the criteria.
So I began to research the options and became a label reader. At the same time an entrepreneur who asked me to invest in his small company approached me. I realized that this company was the opportunity to create what was needed – convenient food that tastes great, could be made sustainably, with an accessible price point and could be based on sound but simple nutrition principles.
Here at Luvo we are out to prove that the food industry can create nutritious, simply made and delicious meals at an accessible price point. The average price of a fast food restaurant is now over $6.00. The Standard American Diet (SAD) today means that 80% of people do not eat enough vegetables, 90% don’t eat enough fruit, 100% don’t eat enough whole grains and fiber, and 100% eat too much sodium and sugar. The cost to us as a society is $3 trillion in healthcare dollars with 75% of these funds being spent on preventable conditions.
The real cost is to our families and loved ones and our quality of life. When I look at the increase in obesity and the number of children with TYPE II diabetes onset in their early teens and then go forward 20 years from now, I see an overwhelmed hospital care system and significant personal loss. So I get up every day determined to change a food system that is not providing the nourishment we need. While I am a big supporter of environmentally sustainable practices, I also believe our food has to have nutritional value and address the empty calories, the insulin spikes that come from too much added sugars and artificial ingredients in our processed foods. Frozen 3.0 is about bringing great taste, simply made and nutrition together. Our busy lives demand convenience, but the cost should not be our health. So I am ready to start a food fight. Luvo, food for the greater good. I hope you join me and my cause – building a Nutrition Nation. Let’s get real food that nourishes us on the shelf.