‘We create food based on the principles of nutrition science’

‘We create food based on the principles of nutrition science’

By Bhumika Khatri | | 20 January, 2018
The organic food industry in India is at a very nascent stage, though rapidly growing.
Addressing the needs of health-conscious people, Truefarm Foods, an organic food start-up, focuses on selling organic food based on the science of nutrition.

Addressing the needs of health-conscious people, Truefarm Foods, an organic food start-up, focuses on selling organic food based on the science of nutrition. After researching on superfoods and nutrition-based mixing of ingredients, the company is now set to launch its products across the world.

Under the leadership of Ian Marber, Founder, Truefarm Foods, and its founder Ravi Jakhar, the company aims to replace most of the food items in our daily diet with healthier, chemical-free, nutritious and delicious organic alternatives.

Talking about the concept of Truefarm Foods, Marber told Guardian 20, “Truefarm Foods was started with a vision to make people healthy with organic food. I joined Ravi, Manish [COO & founder] and Rupendra [CMO & founder] as part of the founding team last year. The challenges all around us in getting clean air and water inspire us every day to do better in delivering healthier food to people.”

Marber, who is a nutrition therapist himself is also one of the authors and founders of The Food Doctor, a series of books. On Truefarm Foods’ objective, he said, “Our aim is to inspire people to consume food that is free from harmful chemicals and to help them meet their specific nutrition goals. We have products like Protein Plus flour to deliver an exceptional 24.4% protein through a simple bread, chapati or pizza base. We have organic oats with up to 20% more protein, 70% more fibre and 23% less fats. Our idea is to provide such options to consumers to help them get better nutrition and better health.”

With the slowly expanding organic food market in the country, the question is how can Truefarm Foods contribute to this evolving scene. On this, Marber said, “The products are 100% organic, grown without unnecessary chemicals, with only water and sunshine, carefully sourced from specialist farmers. The result is foods that are true to their natural state. In addition, we create food based on the principles of nutrition science, which makes it not just organic but healthier.”

“Some people mistake healthy food for just salads. They are missing out on the fact that they need to switch groceries and their staple food with organic, and also focus on getting holistic nutrition, which can’t come from salads alone.” To get the best out of what we eat, we need to start paying more attention to where we buy our food from.

On the question of making Indians aware of what they eat, Marber said that instead of lecturing, Truefarm Foods wants to help people make conscious choices about what they eat, and educate them as to how their food choices might help them achieve better health and reduce the risk of ailments.

Even though there is growing awareness of organic food, especially in metro cities where people are more health-conscious, misconceptions about this subject are rife.

Marber said, “Some people mistake healthy food for just salads. They are missing out on the fact that they need to switch groceries and their staple food with organic, and also focus on getting holistic nutrition, which can’t come from salads alone.”

To get the best out of what we eat, we need to start paying more attention to where we buy our food from. Marber says, “Superfoods originally came as a marketing term but we believe that it is a useful way of highlighting foods that offer a little more than their counterparts—which might be more fibre and protein or higher levels of vitamins and minerals. Once again we plan to guide the consumers to make choices that deliver better nutrition, not just through superfoods but organic produce too. As far as traditional Indian superfoods like barley and amaranth are concerned, we shall make consumers aware through nutrition facts and communication backed by scientific research.”

Ian Marber, Founder, Truefarm Foods.

The organic food industry in India, he added, is at a very nascent stage. “We believe that with efforts from companies like Truefarm Foods and initiatives from government, the organic food market in India can increase tenfold in five years.”
Such an industry scenario is in the best interests of consumers. “Research shows us time and time again that a diet that has good levels of fibre, is low in saturated fats yet offers essential fats such as Omega 3, together with lean protein, complex carbohydrates and minimal sugar that can help reduce the risk of cardiovascular disease, diabetes, inflammation, including arthritis, and obesity. The right kind of nutrition helps people to keep diseases away, and to stay healthy and fit,” Marber said.

Talking about the benefits of adopting a healthy lifestyle, Marber added, “As people get more aware, we would see a drastic reduction in the use of artificial harmful chemicals in our food and fertilisers in our soil. There is also a good amount of interest already in moving to organic cotton wear and organic carpets. In an ideal world, we will keep all our scientific advances, but eliminate processes that harm the environment and live in a developed world in harmony with nature. That’s Truefarm Foods’ vision of organic living.”

 

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