For those lucky enough to have been born healthy, staying healthy is largely a choice.
Average life expectancies have risen but they vary hugely from person to person. In Switzerland, 1 in 9 men die before 65, while 1 in 6 make it beyond 90. For women the same figures are 1 in 14 and 1 in 3 1. Healthy life expectancies vary too. On average, healthy life trails life expectancy by 10 years 2.
In Switzerland, roughly 60% die from heart disease, cancer or type 2 diabetes, three largely preventable diseases 3. Genetics play only small role. Diet and lifestyle are the main drivers. The US National Institute of Health reckons only 5-10% of cancer is genetic, and the World Health Organisation thinks only 20% of cardiovascular disease can’t be prevented.
Poor diets do slow invisible damage that eventually catches up with you. If you don’t smoke, then what you eat and drink largely determines your health future.
While we still have much to learn, following current scientific consensus on diet will add many healthy years to your life.
Certain communities around the world, known as Blue Zones®, are living proof that eating the right foods works.
Packed with nutrition
We pack our cereals full of nutrition so you can be confident you’re getting a sizable chunk of what you body needs every day, without any bad stuff. And they’re fresh, shipped after they’re made.
Healthy diets are high in whole plants and grains and low in processed foods and foods high in saturated fats, which are mainly animal products.
Small communities in Italy, Greece, Japan, Costa Rica and California that live extraordinarily long healthy lives, live on whole-plant rich diets.
The World Health Organisation recommends diets high in whole plants, low in processed foods, and low in foods containing saturated fats.
Making the shift – WHO to trust
Changing your diet can be a step into the unknown.
Contradictory food advice is everywhere, but by choosing to only listen to the most credible evidence and organisations, the picture becomes clear.
The most reliable is probably the World Health Organisation (WHO). In 2003, the sugar lobby went to US Congress demanding an end to WHO funding unless its sugar guidelines were withdrawn. The WHO didn’t back down. Incidents like this demonstrate the organisation’s independence.
In 2013, the head of the WHO, Margaret Chan said: “Today, getting people to lead healthy lifestyles and adopt healthy behaviours faces opposition from forces that are not so friendly. Not at all. Efforts to prevent noncommunicable diseases go against the business interests of powerful economic operators. In my view, this is one of the biggest challenges facing health promotion.”
Below we explain why predominantly whole-plant-based diets are so healthy, with clear references to WHO research and guidelines.
More information on deciding who to trust
High in whole-food fibre
Our eight-metre long intestine was not designed for refined food. High-fibre, whole foods are what it needs to stay clean and healthy.
Fibre helps to slow down digestion, so any sugar is released slowly. Free sugar and refined carbohydrates slip straight into the blood stream causing sugar spikes. This eventually leads to long-term health problems.
100g of our cereal has 9g of fibre, around 30% of the recommended daily amount.
More information on fibre and sugar release.
Low in saturated fat
Saturated fat is associated with high blood cholesterol and heart disease. Plants contain very little of it. The WHO recommends keeping saturated fat under 10% of calories consumed. Our products contain less than 3g of saturated fat per 100g, which comes mainly from highly nutritious nuts.
Scientists haven’t fully explained why, but a few nuts a day are associated with less cancer and heart disease. Some studies associated nuts with lower blood cholesterol and better arterial function, which might explain some of it. Nuts, along with vegetables seem to be two key health features of the Mediterranean diet.
Why does saturated cause so many problems? It seems to be a design issue. Clogged arteries from eating saturated fat, affects only herbivores. Cats and dogs can eat saturated fat to their heart’s content and never develop atherosclerotic plaques.
More information on avoiding saturated fat.
Full of protein
There is an old idea that plant proteins are incomplete, meaning they don’t contain all the amino acids. This is simply untrue. A United Nations database of amino acid analyses shows most plants contain all of them.
100g of our cereal contains close to 12g of protein, around 20% of the recommended daily allowance, including all the amino acids. None are missing.
More information on plant protein.
Low in toxins
Unavoidable toxins in the environment, known as persistent organic pollutants (POPs), are more concentrated in meat, fish, dairy and eggs, because they are higher in the food chain.
According to the WHO, more than 90% of human exposure to dioxins, a group of POPs continuously emitted by industry and other activities, is through food, mainly meat, dairy products, fish and shellfish. Very low levels are found in plants.
Organically grown plants have the additional advantage of avoiding most pesticide residue.
Our products contain only organically grown plants.
More information on avoiding toxins.
Low in free-sugar
The WHO distinguishes between “free sugars” and sugars still in nature’s wrapper. Sugar, corn syrup, honey, agave syrup, maple syrup, date syrup, and fruit juices are all high in free sugar.
Free sugars pass too quickly through our gut wall causing all kinds of slow-burn health problems.
The sugar in fresh and dried fruit is still contained within cell walls the way nature intended, so it doesn’t throw the body into a spin.
The WHO recommends cutting free sugar to less than 6 teaspoons a day. That roughly one 300ml serving of orange juice.
Our cereals have less than one teaspoon of free sugar per serving, which comes from organic maple syrup.
More information on sugar.
Full of essential nutrients
Many diets lack key nutrients. We choose ingredients that help fill butrient gaps. A 100g serving of our cereal provides [50%] of recommended daily allowances of iron, [7%] of calcium, and [8%] of daily folate.
More information on micronutrients.
Plant-rich diets are loaded with vitamins, however those living on plants alone don’t get enough of one vitamin: vitamin B12. Made by the bacteria and algae in the river water we used to drink, water treatment now removes it. We add some so that a single serving of our cereals gives you the recommended daily dose. We also add vitamin D3, the sunshine vitamin, because most of us spend most of our lives inside and don’t get enough.
These small vitamin additions correct for positive changes in our lifestyle: clean water and lower exposure to the sun’s damaging UV radiation.
More information on vitamins.
1 0.83 grams per kg of body weight – source World Health Organisation
Sugar industry threatens to scupper WHO – The Guardian
Dioxins and their effects on human health – World Health Organisation
Amino-acid content of foods and biological data on proteins – United Nations
The science behind sweetness in our diets – World Health Organisation
Healthy diet factsheet – World Health Organisation
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