Over the last 20 years, running two very different companies, I learned something crucial: success doesn’t come from being one of many in a sea of mediocrity. I found that my best path forward was to serve people like myself—those looking for the best product in a given category, not just what’s popular or trendy.
That mindset shaped the way I ran my skydiving retail and mail-order company. It was also how I approached the family business, where we sold high-end antiques and jewelry—pieces that weren’t meant for mass appeal, but for a discerning customer who appreciated rarity and quality. I always believed in serving a specific audience with high standards and a deep appreciation for value and authenticity.
When it came to nutrition, I wanted the same: food that was unprocessed, unrefined, and traveled the shortest possible distance from farm to table. I wanted transparency, realness, and integrity in every ingredient. That philosophy shaped my personal diet, and it shapes the products I sell today.
I became vegan not because it was trendy—but because I immersed myself in the science and saw overwhelming evidence supporting plant-based nutrition. That said, I’ve never been interested in pushing a lifestyle on others. I present the facts, I make a case, and then I let people decide for themselves—no pressure, no guilt.
Every product I sell, especially in the supplement category, must meet an uncompromising standard: it must be transparent, plant-based, and traceable to the highest quality sources. That’s non-negotiable.
And yes—I take my own supplements. Why? Because no matter how healthy I eat, I still live in an imperfect world. Stress happens. Sleep gets interrupted. Environmental exposures are real. And sometimes, we face the unexpected—like a global virus. So I use supplements to stay strong, centered, and balanced.
Currently, I sell just one supplement—a 100% plant-based multivitamin, formulated with premium ingredients sourced from a trusted European supplement vendor. It’s a simple, powerful formula that reflects my personal philosophy: do it clean, or don’t do it at all.
I believe there’s no need to include animal-based ingredients in supplements—period. Every essential nutrient, from omega-3s to collagen support compounds, can be sourced from plants. When animal-based ingredients enter the picture, things get messy—ethically, chemically, and biologically. Contamination risk increases. So does inflammation and the potential for disruption of your body’s natural chemistry.
I’ve invested deeply in understanding manufacturing practices. I know how my products are processed, stored, and handled. That level of quality control is important to me—and to my family. I expect the very best for myself and for anyone who trusts my brand.
If you knew me from Juice Press, you know how seriously I took operations. I approached store management like a naval officer running a fleet. Kitchens were all stainless steel, staff wore chef coats and mouth protection, and sanitation was sacred. I helped set the standard in our 20,000-square-foot production facility, where quality, safety, and team morale were paramount.
That same commitment now drives me at goodsugar.
Our probiotic, for example, comes from Bulgaria—a region long known as one of the finest sources of high-quality probiotics on the planet. Our manufacturing partners in Bulgaria produce strains with unmatched consistency and potency. Our product has even been reviewed by Harvard, which published highly positive findings after an independent evaluation.
There may be one or two other producers globally with similar quality, but their prices are 25 times higher, and their ingredient transparency doesn’t hold up under scrutiny. We've tested them under microscopes. We know what’s inside. And frankly, we believe the pricing is pure gouging.
At goodsugar, we do things differently. We’re transparent. We’re ethical. And we’re committed to helping you improve your health—without compromising your values or your wallet.
Whether you're a seasoned vegan or just starting to make better choices, I’m here to offer guidance, good information, and products that actually live up to the promise.
Thanks for reading, and thanks for being part of the goodsugar journey.