06/23/2026
Everything we buy these days goes through a screen first.
You tap a button and it’s on your porch a couple days later. Which is totally amazing in a lot of ways but I think we’ve lost the plot along the way here.
And put so many unnecessary layers between ourselves and our life.
I’ve spent a lot of my life trying to peel those layers off. When I was younger it was the several years in the skydiving world. When you’re falling out of a plane, that’s all you can think about.
Or when I worked at a natural burial place. No funeral home fluff, it was just the person, their family, some shovels and the ground.
Or when my wife gave birth to 2 of our kids at home. Just the real thing happening directly.
Turns out, groceries are no different.
Somewhere along the way we slid a barcode, a brand, and a layer of packaging between people and their food.
So we took it back off. You bring a jar or grab a paper bag, you fill it with exactly what you want. You can see it and smell it. Nothing in between.
People are saying analog is making a comeback. Vinyl records, film, paper books, handwriting, gardening, etc. I don’t think it’s nostalgia. I think people are tired of so much being digital and convenient and want something real back in their hands.
That’s the whole bet here.
Analog groceries in a very digital world.
