Guest Blogger: MATT AMSDEN CEO and author of RAWvolution: Gourmet Living Cuisine
Just say "YES!" to raw foods. Cher, Carol Alt, Alicia Silverstone, Susan Sarandon, and David Wolfe have! Celebrated raw food chef, Matt Amsden says that eating your food in the raw, doesn't mean you need to give up your favorite dishes. Using natural ingredients, he's enabled others to eat his signature "Big Matt with Cheese," and other traditional type foods in the comfort of their own homes. Every week Matt creates delicious raw dishes, including soups, main entrees, sides, and desserts--all deliverable to your door. With a storefront in Los Angeles and a kitchen in New York City, he's busy, but still keeps up with the latest trends in the raw food world.
MATT AMSDEN--
To whom it may concern,
I discovered your products while visiting your booth at The Natural Products Expo in Anaheim. As a 10 year + raw-fooder, I am pleased to see that companies creating raw food products are beginning to proliferate and succeed as folks continue to discover the benefits of live foods.
I am equally discomforted, however, by companies that would take advantage of the recent popularity of raw foods by advertising their mostly cooked products as "totally raw."
Though I choose to eat raw foods exclusively, I am certainly not a raw food heretic and realize there is room for everyone's dietary choices and equal room for every company and their products. That said, I believe that customers should know what they're purchasing and companies should be honest about what they're selling.
Raw almonds are nearly impossible to acquire and are legally required to be pasteurized for use in packaged food products; raw cashews are equally difficult to acquire, and brown rice protein and lemon juice concentrate are simply not raw in any circumstance.
It is also highly unlikely that the agave nectar, apples and other fruit in your bars are not low-temperature processed (under 105 degrees), but not impossible, so I will give you the benefit of the doubt where they are concerned.
Merriam-Webster defines the term "totally" as "in a total manner: to a total or complete degree: wholly, entirely." Why then, when most of your ingredients are cooked, do you advertise your 'Pure Bars' as "totally raw"? Is it to capitalize on a burgeoning market?
In the interest of honesty and full disclosure, please consider changing your ingredients to be "totally raw" as you advertise them on your website and posters or by changing your website and posters to read "includes raw ingredients."
You describe the benefits of raw foods on your website. If you truly believe in the power and importance of raw foods, please help to ensure its integrity by adhering to its principles.
Thank you.
Sincerely,
Matt Amsden
CEO RAWvolution| Los Angeles | New York
Author of 'RAWvolution: Gourmet Living Cuisine'
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