As Michael Pollan perfectly puts it in his Netflix special, "  ", Eat real food- that is unprocessed, unrefined foods in their natural state.... Mostly plants - because of the positive impact it has on human health and the health of the environment.... And not too much - Because we tend to eat more than we need to and by controlling what we eat, we stay healthier and thinner. 

Eating a diet rich in plant-based foods does two important things; It has a profound impact on one’s life, creating greater health and wellness, higher levels of energy and increased mental clarity. It’s been widely scientifically documented that a plant-based, whole foods diet reduces the risks of a wide variety of illness and disease- including cancer, heart disease, strokes and diabetes.

Founder Frank Steffen says that the company’s name really shapes everything. “We believe the ideal diet looks like this: Consume pure, plant-based foods in forms as close to their natural state as possible (hence “whole” foods). Eat a variety of vegetables, fruits, raw nuts and seeds, beans and legumes, and whole grains. Avoid heavily processed foods and animal products, and stay away from added salt, refined oils and sugar.” Nearly every dish seeks to incorporate a variety of these ingredients delivering the healthiest dishes possible.

People who participated in Pure and Whole's 90 day and 30 day vegan challenges felt the effects of going plant-based first hand. People reported weight loss, reduction in headaches, clarity of mind and better focus, overall energy improvements with more drive for fitness, and immunity boosts (less colds).

Steffen also comments on one of the core reasons he founded Pure and Whole 6+ years ago- to do something profoundly beneficial to the planet. “More and more people are looking beyond themselves and wanting to do something for the greater good, especially when it comes to the environment, given the challenge we face. Eliminating animal products from your diet is one of the most important moves you can make to positively impact the health of our planet, saving precious resources and cleaning up our environment.”

When we think about threats to the environment, we tend to picture cars and smokestacks, not dinner. But the truth is, our need for food poses one of the biggest dangers to the planet and is one of the largest contributor to the global warming. The livestock industry is among the greatest contributors to global warming, emitting more greenhouse gases than all our cars, trucks, trains and planes combined on a yearly basis.

Steffen sees people moving to a more plant based diet as an important mega-trend that is just beginning. “As more people realize the positive impact how they eat can seriously impact their own health and the health of the planet, the more change will happen”. And Pure and Whole is a pioneer in making this happen.