PURE Bar - Veronica’s Blog

When I first created PURE Bars for my daughter I did so by putting deliberate care into the food my family was eating. Although I did not know it at the time, I was a part of what has become a much larger trend. The trend of “purposeful eating.”

The old adage “You are what you eat” is coming full circle. How many times have we heard this and not really thought about what it means. Truly our bodies down to the cellular level have only one source from which to build bones, muscle, brain, organ tissue, and everything else it builds and rebuilds on a daily basis. That source is the food we consume and everyday people are becoming more aware of this important connection.

This is why people are eating with a purpose. Purposeful eating is the act of looking for specific, important nutrients our bodies need within the food we consume. Like knowing Omega 3 fats are good for our heart and brain, and seeking them out in sources like walnuts, flaxseed and salmon. It’s actively looking for high antioxidant foods like wild blueberries and tart cherries and choosing to consume these foods because they serve a purpose for our bodies. This may seem like something that has been around forever – people have been trying to eat healthily and educating themselves on the benefits of certain foods for all of written history.

Purposeful eating, however, represents a further dedication to identifying specific nutrients for specific purposes and deliberately seeking out foods that contain those nutrients to include in our diet. This shift in mentality, this purposeful eating, is changing the landscape of our retail stores. Because we are demanding it, grocers are providing more organic, more real, fresh, nourishing food. Consumers are looking for more than a good taste and colorful package. They want quality that will taste great and also provide their bodies with the essential nutrients necessary to achieve optimal health, energy and life.

And luckily for us we no longer have to give up taste in the quest for superb nutrients. In fact those who have truly embarked on the journey of real, fresh food know that often it tastes better and satisfies our cravings like no processed food is able to. While purposeful eating is certainly health conscious eating, it is also enjoyable eating. We wouldn’t settle for anything less.

Here I am 3 years later. The PURE Bar launched in 2006 and now my kids have something fun and brightly colored to open in their lunch. They also have a delicious way of getting Omega 3 fats, vegan protein, lots of high antioxidant organic fruit and NO refined sugars. I believe so strongly in the PURE Bar and what it stands for. My kids make their own lunches now and they still choose one almost every day. I eat one all the time for breakfast and my husband always has them in his car and golf bag. My friends and their kids eat PURE Bars. My parents and in-laws eat them. My goal is to get a PURE Bar into as many hands as possible. This is why I will NEVER compromise on the ingredients or the nutritional profile. I truly believe The PURE Bar represents the way we should all be eating, as much as possible. And all this stemmed from a 6 year old’s curiosity turned into conviction.

My day to day consists of a lot of running the Pure Bar company, but also continuing to educate myself on good nutrition and of course being a mom and wife, friend and daughter. Trying to do what we all try to do -live a balanced fulfilled life, focus on what’s important and not stress about the little things, (like my husband making half the bed…his half. Who does that??), trying to find joy in whatever I can ( can joy be found in my husband making half the bed? Maybe tomorrow he will make 3/4^th of it?)

All of this is a “one day at a time” thing. And the older I get the more I really try to savor each day and enjoy the little things; like today when Noah (5) said, “Mom I’m glad you have me.” That was cool.