Interview with Joshua, Founder of Living Intentions
This week we spoke with Joshua McHugh, founder of Living Intentions, a raw food company based in California. We wanted to learn more and find out what they’re up to. In case you aren’t familiar with them, Living Intentions were among the early pioneers of the modern sprouted food movement. Over a decade ago Joshua began offering sprouted, activated foods under his Living Intentions brand. He has stayed true to his name, in both his intent to offer clean, nutrient-rich, excellent tasting nuts and seeds and to assure his customers are getting living foods via their sprouting/activation techniques.
What inspired you to start the company?
Many things! I really wanted to start a food company creating innovative snacks that were healthier than the alternative out there. This really kept me on the forefront of sourcing high-quality unique ingredients and herbal extracts from other functional foods.
What are the main benefits of a raw food diet? Would you encourage everyone to try it?
I would recommend anybody try it as part of a balanced lifestyle, I really preach the 80/20 rule: 80% raw, 20% cooked. It’s all about the enzymes. Enzymes create a pathway for the body to rejuvenate and heal.
What product can you not live without?
Two items, Sprouted Pumpkin Seeds and our new Superfood Popcorn.
Tell us how you do what you do in an environmentally friendly fashion.
Well first off, 99% of the ingredients we source are organic. We also source "transitional almonds". "Transitional" is the process from conventional to organic and all farming is done in accordance to organic methods. We have helped a handful of farms move from a conventional crop to an organic crop over the last 15 years.
What’s been the biggest challenge you have faced since you launched the company?
Business is a roller coaster, and things are coming at you from all angles. I'm not sure if there is one specific challenge, however, you just have to take it as it comes and work your way through the process of learning.
Who (or what) inspires you?
I am inspired by innovation. Whether it’s food music or anything else I feel like being at the forefront of any movement takes a lot of courage, strength and perseverance. That's what inspires me.
What’s the best piece of advice you can give to someone that wants to make healthy food choices?
The best advice is actually really simple but under utilized in today’s crazy world. Feel your food! Feel what you're putting in your body, as it knows what's good for you and if you can learn to listen to it, you will be a super healthy person. -- “We’ve been selling Living Intentions since Zebra Organics was founded in 2007. I first tried them an Erewhon Natural Foods in LA, when they first came out over 10 years ago, and fell in love with the flavors and quality" - Randy Olsen, founder of Zebra Organics. “I admire that Joshua and his company always have, and continue to, strive to educate people on the value of sprouted / activated / raw / living foods and the nutrient / health value of such foods.” View our favourite products by Living Intentions here. Learn more about sprouted foods.