Credit to Mark Sisson: Directness That Built Primal Kitchen
I give enormous credit to Mark Sisson, founder of Primal Kitchen, for being direct, forthright, and transparent. These are leaders that we need more of in the CPG world.
In the middle of a wave of questions and speculation around avocado oil, he stepped forward, addressed the issue head-on, and clearly restated the standard Primal Kitchen has held from the beginning: 100% pure avocado oil — never blended with seed oils.
That kind of forthright defense of the brand and the product matters.
All of us notice when a founder is willing to stand in the open, own the standards, and speak plainly instead of letting uncertainty fill the space. I am sure the true leaders of many of these brands will step forward in defense of their brands.
At Puroast Coffee we are fighting for transparency — against companies that say one thing on the label and deliver another in the cup.
Transparency is not optional.
When brands make claims they cannot support, it erodes trust for everyone who is actually doing the work.
Consistency and honesty still count.
A company can defend its IP, Brand, and Science through regulatory and legal avenues. Retail also are agents to help prevent "Food Fraud"
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