Real Food – Real Change

A Real Journey

A Real Journey


Perhaps you’ve noticed that the categories on the site are starting to look a little leaner? It signifies the change that is about to unfold with us and with you on this journey. I’ve probably exhausted that term over the past six months specifically. We’ve been on large learning curves, the road has twisted and turned and I just can’t get with a better metaphor. Even I’m finding it tiresome but it just is what it is. Things are about to change around here. So read up and find out about the silly exciting new service we will have for you from mid-April.
This is a journey that we’ve all been a part of. I hope I’ve shaped your way of relating to food and you sure have shaped me. I’ve written quite a bit of late about how my philosophy on food has broadened and how I think we need to start just focusing on eating real food to shape the Jozi Real Food Revolution.
As much as I’m married to the philosophy of organic agriculture, I have discovered so much more and I want to help simplify and clarify the journey towards relating to food more conscious for others. It’s about more than eating organic food, it’s about transparency in buying, it’s about knowing who grew your food, it’s about your connection to that farmer, it’s about re-prioritising food, it’s about learning how to cook differently, it’s about your knowledge, it’s about your power, it’s about buying locally and eating fresh food, it’s about animals, it’s about soil, it’s about health – yours and the health of all.
We’re going to trim down and expand at the same time. There will be a getting lean process in order to get more efficient and more focused.
The leaning down is the first step and that’s where you’ll see differences in the categories. The categories are going to trim down significantly until all that you see is real food categories show casing the best farms and what they have for you each week. If we are to focus on real food – we shouldn’t have any other categories than ‘fruit, veg and herbs, dairy, beef, lamb, chicken and fish.
That for me means scaling down the catalogue to reflect what you most what from us and most order from us which is Real Farm Food. Anything processed or that I know that you can get from a health store, I’m going to be removing. For the most, I know that this won’t horribly upset you as we’ve looked at what you order. Anything that isn’t selling well and that isn’t part of our core business – which is about getting the freshest, farm food grown organically into your homes and the best pasture raised meat, we will de-catalogue.
The benefits of this are 600 fold…I’ll share a couple..:)
1. It allows me to continue running with a business I believe in shaped by my own journey that is shaped by yours. I don’t have a job. I have a calling and a passion for food and farms that consumes, drives and defines me. I know no other way. I couldn’t pack up and do something else, I couldn’t ever stop caring about food and turn my back on the revolution that I believe is vital. My lenses tell me that things are so queer and have gone so wrong with food and I know there is another way of eating and I know people are getting sick on not only what they are eating but also because of how they are eating. I know that families change when they sit around a table of good food,  I know that there is something better out there for all of us and I have a sense that this is my life’s work. This real food journey is one of the most right things I’ve done. I wouldn’t know how not to follow this, it consumes me. There are days when I feel almost incapacitated by the strength of my belief. I get overwhelmed, I get lost in the swirl sometimes of intense emotion and then I push on and get busy and make progress and this is what you’ve done with me for 3 and a half years now.
2. It allows us to get efficient. Efficient in this context means that this food, this local, organic and fresh food – is accessible. With all the limitations we’ve faced in terms of supply and demand, the one day a week delivery model with a short ordering window has been less than ideal. It’s served its function and time. The irony is that if we turn this business into a real food – real farm – business – I can actually make the delivery service more efficient for you – so that you can order in the morning and receive your delivery in the afternoon or the following morning! We can do this because we will cut out the cumbersome catalogues of non-essential items that tie up resources and make the business administratively heavy.
We’ll be getting farms to delivery regularly – produce will only appear on the site when we have it in hand so the dratty credit system will disappear – and you can order when it is most convenient for you. It will function almost like a live market. I’ll let you know as things come in and out and tidy up my communication with you so that you’re getting short bits of snippets about when new produce has arrived etc. as well as continuing to bring you recipes and relevant debate and chatter.
What do you think?
Farm fare – fresh locally grown food from real farms is what we need to focus on. It’s where the greatest changes occur to the eating system from the inside out –  and it’s the way to get the healthiest food grown sustainably into your homes. I am so passionate about focusing on Real Food from Real Farms that I’m willing to sacrifice much to follow this road to its next fork and I am. I am simply not able to sell anything that I don’t believe in. I know that there are peripheral food ‘products’ that have their place but my resolve is that Organic Emporium only represents real food in its simplest, most whole, freshest guise and that’s off a farm.
Thankfully, I don’t have to deal with a conflict that I’m pushing off in any direction without you – you tell me through what you buy that primarily you need us for fresh real food from farms farming naturally and organically and holistically that you can trust in.
A fundamental shift here is that we are not going to be selling you produce first. I know that’s a strange thing to say but it’s a vital shift. What we’re going to be dealing in primarily – is your connection to a real farm. I will be representing farms and their soil first.
The produce they sell you from their best soil, is secondary to that. It’s a connection from you to them that I’m most passionate about selling.
So the catalogues will get leaner over the next couple of weeks and when we’re back on Monday the 8th of April, we will let you know the date for our start of a 5 day delivery system.
I’d love your thoughts. If there is something that we have taken off the site that you miss, let me know and I can let you know who else is supplying it.
I’m excited to move a pace forward with you again as we further define the Jozi Real Food Revolution.
 
 
 

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