We Are a Family On a Mission
Jackson’s Honest: A Manifesto for Nutrient Dense Food
The dominant narrative of the food system for the last century has been industrialization and commodification; consumers and food companies have sacrificed nutrient density at the altar of convenience and price. The bitter irony is that market forces have worked precisely how theory would predict: the United States now has the largest caloric surplus of any civilization in the history of mankind. But these are largely empty calories devoid of many of the most nourishing and important nutrients that humans have relied on for thousands of years of our evolution and derived from a small handful of homogenized monocrop sources. We believe the strains of this commodification process have reached a critical threshold. The manner in which we produce, distribute and consume food is unsustainable in the extreme; for the soil, the farmer, the livestock and the human race.
But this narrative is rapidly changing with nothing less than a set of cultural norms is being fundamentally rewritten. The knowledge, values and behaviors that consumers associate with food production, distribution and sale are drastically altering how, why, where, when and what we eat. Driven by a unique combination of economics, demographics and technology, consumers are forcing change on an industry that has become stagnant and homogenized. They are ushering in one of the most profound cycles of experimentation and innovation the food chain has seen since it was first industrialized at the turn of the 19th century. We believe the center of gravity for these changes will revolve around a critically important factor: nutrient density.
Small independent consumer brands focused on delivering nutrient density in simple, convenient and approachable ways will have the opportunity to disrupt huge segments of the food chain and disintermediate the established brands whose businesses are optimized for profitability rather than innovation. Over the course of the next two decades, the food chain’s de-commodification will re-align the basic tenants of what food brands stand for, how they operate, and what they deliver to their most important stakeholder: consumers. These sets of companies, of which Jackson’s Honest is one, will reorient the food chain around nutrient density, bringing sustainability back to one of the largest and most important industries in the world.
Jackson’s Honest Charitable Foundation
We started the Jackson’s Honest Charitable Foundation with the mission to help re-orient the food chain around traditional fats and the concept of nutrient density by working with and educating manufacturers, distributors, retailers, and consumers on the role that nutrient-dense traditional fats can play in a healthy and balanced diet. We want to increase access to products across all types of consumers and empower them with the knowledge that fats can be an essential element of a balanced diet.
For consumers: our mission is to encourage self-discovery by providing educational and information resources that empower them with knowledge about traditional fats, nutritional density, and the provenance of the food they purchase and how those purchasing choices affect the entire supply chain.
For manufacturers: we want to help them reconfigure their manufacturing processes to focus on traditional fats and nutritional density rather than convenience, shelf life and profit margin by, for example, assisting them in including traditional fats in their products, providing support for organic and Non-GMO certification designations, and aiding in developing markets and demand for their products.
For retailers: we want to support retailers’ own burgeoning efforts to incorporate novel, difficult-to-manufacture packaged goods on their shelves that incorporate traditional fats and that are optimized for various factors, including nutritional density, genetic heritage, and sustainability.