Announcing Just Fare!
March 17th, 2021
Announcing Just Fare!
OUR NEW BRAND NAME
Just Fare is our new brand name!
We’ve made this switch to more accurately reflect two things we feel strongly about - food and justice. This coincides with our first direct-to-consumer product offering: Just Fare Delivery. (Update: Delivery is closed, for now.)
You may know that we started as a food and farm consultancy in 2009 and in 2016 we made the leap to make food for high schoolers, tech companies and special events goers. Our constant throughout has been a desire to make great food from local and organic ingredients and create high quality jobs in the food and hospitality industry. Over the last five years we have made a slow yet deliberate change to focus our brand on the product itself — food and all the good things that can go with that.
Food quite literally saved my life when I was in high school. I was deep in despair and found culinary school as a means to change my attitude, skills, relationship to food, and subsequently life. It taught me how to provide, care for and appreciate ingredients and the act of caring for others by feeding them, leading me to eventually create this company in 2009.
Every single one of us has close and intimate personal memories of food. Whether it’s a best-meal-ever or a time when we didn’t have the means to acquire a meal. We remember people that have grown, procured, cooked and/or hosted us for an experience around food. It touches all of the senses, is nostalgic, deeply practical and transformative. Food has the ability to create jobs that provide life sustaining wages to ensure that all staff, not just management, can buy themselves and their family quality food.
The production of food reinforces practices, principles and pathways that touch everyone and every place, since forever. It’s an issue within most of our global systems - economic, political, health, climate, cultural and social fabrics. Food can provide and protect - offering profound security, sustenance, nourishment and life force. It also can have the opposite effect - it can break and divide us. It has caused an immense health epidemic, has led to the destruction of the environment and massive economic inequities.
I have a profound appreciation for the people and organisms within the food ecosystem that take care of us: dishwashers, farmers, food justice activists, food pantries, delivery drivers, pollinators, soil microbes, roots, shoots, flowers and seeds, entrepreneurs, prep and line cooks, KM’s, EC’s and Sous Chefs, stockers, picklers, preservers, confection makers, bakers and beverage crafters. The list goes on and on. These are my heroes. These are the people feeding the world. Humbly, often without praise, doing the dirty work to ensure that when we pick up a beverage from the grocery store or sit down for a meal at home that we have nourishment and an experience unlike any we’ve maybe had before. Or perhaps exactly like we’ve had many times already.
Food can take care of so many things for us. At the end of the day, it’s just fare, but it should also be Just Fare.