On my recent trip to Redding, CA I discovered Hemp & Greens, a great new superfood cereal. It’s also available in three other flavors, Acai, Cacao and Chia. Here’s some copy from their package that will give you an idea what it is, what’s in it and the company’s mission.

The company making these cereals is San Francisco based Living Intentions

“At Living Intentions, we strive to produce fun and innovative raw food products that not only satiate your palette, but nourish your body too.  We take great care in each step of our production processes to ensure the best quality of flavor, texture and appearance.  We believe that making healthy food choices should be simple and effortless  without sacrificing the experiences  you love.  We invite you to enjoy the best, and with gratitude, thank you for your support.  ~ LI Team”

Redefining The Standard:

Wake up to something new… Superfood Cereal redefines the standard for healthy breakfast cereals.  Our innovative cereal creations are made from a combination of live sprouted ingredients, an optimal balance of complete proteins, healthy fats, antioxidants and fiber.  Each flavor is light and crunchy, super tasty and enhanced with a unique blend of the most fortified superfoods our planet offers.  We encourage you to energize, harmonize, and activate your morning… Wake Up Raw with Superfood Cereal.

Sprouted Gluten Free, Dairy Free, Nut Free and Raw

OUR INGREDIENTS:  Organic Buckwheat Sprouts, Organic Coconut, Organic Coconut Palm Sugar, Organic Sultana Raisins, Organic Banana, Organic Sunflower Sprouts, Raw Brown Rice Bran & Germ (grain-free),  Organic Sesame Seed, Green Protein Superfood Blend (Organic Hemp Protein, Organic Spinach Powder, Organic Spirulina, Chlorella, Organic Alfalfa Leaf and Organic Dandelion Leaf), Organic Vanilla Extract and Himalayan Crystal Salt.

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I spoke with Living Intentions co-founder Joshua McHugh about his dream child that is now helping educate people about the benefits of raw foods with his line of high-quality products.</em>

NPD: What was the catalyst that got you into health and raw foods.

JM: At the age of 13, I was diagnosed and still live with diabetes and began researching how I could optimize my health. Later on in life, I became a vegetarian, then a vegan and in 2000, I began eating raw foods. At this point, I have found what works for me which is a balanced diet of highly mineralized foods and superfoods.

NPD: Tell me about the origins of Living Intentions

JM: After exploring health and the best foods I could find, I wanted to integrate these natural lifestyle choices with earning a living and started Joshua’sa Raw Cuisine a raw foods catering company that supplied gourmet raw dishes to events and private parties in the San Francisco Bay area. One of my initial inspirations was to take cooked foods and make ten times tastier raw food versions. Two years later, after I kept getting asked where people could buy my dishes, I began thinking about introducing a few products. I met the founder of Blessings Alive and Radiant Foods, the manufacturer of Raweo, a healthy version of Oreo cookies, who told me my products were great and encouraged me to go for it.

NPD: Did you have any experience in the food business?

JM: None. All I had was a degree in psychology and a deep passion for raw foods and that has carried me along on my journey. That and the belief that I could do it and learn what I needed to learn along the way and that’s been exactly what’s happened.

NPD: What was the source of the Living Intentions name?

JM: It actually came in a dream in which I opened a book and I saw the name Raw Intentions. Elizabeth, the other co-founder and myself sat down and looked at the name and wanted to find a word that would not only speak to a larger audience, but that embraced more of the feeling behind our intentions…. we finally chose Living.  Stating intentions and manifesting them was an integral part of my life and life in general when we direct our own energy rather than being pushed around by outer energies.

The name was really a statement about how important it is to listen to your heart no matter what and in food choices to listen to our bodies. What I learned as a diabetic is that no one can tell you better than yourself. No matter what type of food you choose, raw, cooked, vege or not…eating clean food is super important- food that vibrates and is in harmony with your being.

NPD: So what happened next?

JM: I started by going to Kinko’s, printing labels, putting two flavors of raw corn chips in bags and sealing them with my newly purchased sealer. Our first account was the Rainbow Co-op thanks to a very supportive buyer there. Erehwon in Los Angeles was our second account and we presently sell to about 300 stores and climbing. We branched into five and eventually 10 flavors of seasoned nuts under the Gone Nuts label, opened a manufacturing facility and focused on expanding our stores for the next five years. 2 1/2 years ago, we launched our raw cereals at Expo West

NPD: How do you currently distribute your products?

JM: We have a small distributor in Northern California who is user friendly and manages direct store delivery and a broker in California. We like that model which is simple and plan to grow region by region. We are in most of the Whole Foods on the west coast with other natural food retailers in Texas, Arizona and some southern states. We sell to Wegman’s and other independent natural foods stores in the east.

NPD: How were the early years of introducing raw foods?

JM: When I first heard about them in 2000, no one knew anything about raw foods. There was Living Intentions, Blessings, Lydias, and Go Raw and a few other small companies. We were the raw foods industry at that point. So we would go into stores on the west coast and no one had a clue what we were talking about. Slowly, the idea took off and at this point the movement is pretty much national and every 6 months the awareness grows. We have accounts across the U.S. now.

During the past 12 months we have grown 200% thanks to the great reception we have found for our cereals, trail mixes and salad toppings. We just doubled our manufacturing plant to meet the growing demand.

NPD: What values drive your business?

JM: Quality Ingredients,  Integrity, a Clean Pure Eco Friendly Space and Balance. These values support our mission to bring the average American into the awareness of how raw food can help them optimize their health.

NPD: What lessons have you learned that you would you like to share with our readers and the world?

JM: I believe its essential to honor what comes from your heart, tap into your intuition and creativity, love and live in the moment and have faith that you’ll get through the challenges and in the end, something bigger and better will appear that you might not have imagined.

NPD: How do you go about reaching people in the mainstream?

JM: We want to reach everyone we can so we’re developing super healthy transitional foods that are processed and dehydrated and help move people into a healthier lifestyle, making the transition to raw or vegetarian or vegan less severe.

NPD: How many members of your team are there?

JM: We have ten employees at the moment mostly production and a few that work in the office. I am committed to co-creating an employee friendly environment that everyone will enjoy and want to be part of.  Fun is a key piece of our team spirit. I’d like to see our work environment become a micro version of the Google’s campus.

NPD: How have you funded the business?

JM: Living Intentions was initially funded from pocket change and money from friends and family.my entire bank account at the time and we have continued to grow with internally generated funds. Friends and family have lent the company money along the way. In a year or so, we will look at bringing in a financial partner who can provide us with the wisdom of their experience to compliment my passion and strengthen any weak areas of the business.

NPD: Tell me about your website.

JM: I actually built our website with no experience and it will be getting a new look soon as part of our re-branding efforts.   It accounts for about 10% of our sales and traffic growth has mirrored our sales growth.

NPD: What’s your greatest challenge in growing Living Intentions?

JM: To keep our price points as low as possible while keeping quality at the highest level so we can reach the Safeway shopper.  As any industry grows, it attracts those who are in it to capitalize on the trend and to make as much money as possible and are willing to purchase lower quality ingredients and occasionally mislabel them. In each business decision I make, I always ask myself am I cutting corners and compromising our product  integrity and although it may be a harder and more costly way to go, ultimately I believe potential customers will respect what our brand stands for and continue purchasing our products whereas when they discover a competitor’s lack of ethics, they may choose to switch to Living Intentions because that’s exactly what we always strive to do: live our highest intentions.

NPD: Can you share your vision for Living Intentions?

JM:  We originally developed Living Intentions as a food company that delivers great new products with the vision of becoming a wellness and lifestyle company. That is still my vision and always will be. In the immediate future,  I see us getting into multiple food categories and expanding our distribution. We’re building a foundation in food and long term, we will expand into other products and services that are integral parts of the natural lifestyle our customers are living.  I am 100% committed to the realization of that vision.

NPD: Thank you for sharing your inspiring story with us JOSHUA.

JM: Thank you Jeff. I’ve enjoyed it.

Matt Monarch is a leader in the raw food movement. Here he is with his partner Angela Stokes in an episode from their new animated series.

William Li presents a new way to think about treating cancer and other diseases: anti-angiogenesis, preventing the growth of blood vessels that feed a tumor. The crucial first (and best) step: Eating cancer-fighting foods that cut off the supply lines and beat cancer at its own game.

by Swami Beyondananda

A Revolutionary No-Rinse Sprouting Method Produces Massive Amounts of Fresh Foods and Healing Living Oils Quickly and Effortlessly!

Dear Friends:

At a time when a billion people in the underdeveloped world can scarcely find enough food to eat each day, and those of us in the over-developed world are feeling the pinch as well, there is now a simple system for sprouting food and creating “live oils” that can benefit all of us, rich or poor.

Given how important local food independence is in these times when we must build an economy based on real value, I urge you to read this entire email — and order this DVD!

A Revolutionary Way to Grow (and Nourish) the Butterfly Organism

I first learned about the Seeds of Sustainability over a year ago, and have watched my friends and associates at the Interdependent Project build their community and produce their video learning program. It’s ready for prime time now, and not a minute too soon. Imagine a system so easy that it can be used to grow food in any environment, even where there is a shortage of fresh water. And imagine having a way to enhance your own diet with healthy, delicious, nutritious live foods — an abundance of food with a minimum of work and no rinsing.

The Seeds of Sustainability DVD teaches you an excellent way to sustain yourself, and your family, with a method that can work for any situation, whether you are looking to add delicious gourmet super-foods to your diet or are trying to feed hundreds of people fresh healthy living food. This information is truly the modern equivalent of multiplying loaves and fishes for the masses, or as Swami puts it, “Feeding two (or in this case, millions of) birds with one scone.”

Proceeds Support Sustainable Communities

Not only is the team at project SOS donating 10% of their revenue to sustainable communities across the globe, but those very communities and charitable organizations in developing countries will be provided this information free of charge to further their missions and to feed those in need the freshest, most nutrient-dense foods available anywhere on the planet. Learn these simple principles, and you can eat the freshest living foods on the planet, even fresher than organic produce, for a little over the cost of seed. No matter where you live or what time of year it is, you can have fresh, living sprouted vegetables in just a few days, with no daily rinsing.

In addition to the revolutionary no-rinse sprouting method, the Seeds of Sustainability DVD also shows you how to replicate another natural process, the ripening process, to create Living Oils, unlike anything you have ever seen (or tasted!) until now. Learn how to make these beautiful nut butters or oils yourself, or subscribe to be notified when these living oils are available for sale.

Again, 10% of all proceeds go to the Green Fire Foundation, to provide extremely needed infrastructure grants for the existing sustainable communities around the globe who are pioneering the technologies that will herald in the age of the Butterfly; the organism we know as humanity, living together in peace, abundance and harmony with each other and the Earth. By purchasing the educational DVD, you will be supporting yourself, your family, and the very people all over the planet who are building the new infrastructure to catch us all as the caterpillar crumbles.

If you know anyone who is struggling to sustain themselves, consider gifting them a copy of the Seeds of Sustainability DVD. In this cash strapped economy, give a gift that REALLY keeps on giving by planting some Seeds of Sustainability today. The educational video is available as a physical DVD, or as an instant download (even more environmentally friendly).

As you know, it is not often that the Swami puts his Seal of Approval on other people’s goods and services, but in this case I have gladly made an exception. I am passing this on to you because this is a practical program that will begin changing the world for the better NOW. I can personally attest to the high quality of the foods produced using these methods. Give yourself or someone you care about the gift of Self Sustainability. You will be glad you did.

http://www.seedsofsustainability.org

“Real N’ Raw” is a solutions based feature film about reclaiming our health and well-being. The Director, Matthew Wilson was diagnosed with Ulcerative Colitis at age 5 after being symptomatic for two years. At age 12, he was told if he did not have his bowel removed and replaced with a colostomy bag he would have cancer by age 19 and not live to see 30. Today he is 35 and is a picture of health. This is a story that gives hope to us in understanding that disease is not a mystery. Health is here if you want it.

The films includes interviews with some of the leading lights of the raw food movement including David Wolfe, Mike Adams and Juliano.

NPD subscribers can view the film free by clicking here. If you enjoy the film, consider purchasing a copy for yourself or as a gift to anyone you know who has a health challenge or perhaps you might consider having a local screening for friends or the community. Profits go to the trust: Food for Our Children.