Sophie and Liza are passionate about high-quality meat, personal health, and the environment. Liza Johnson worked as a sustainability and climate change consultant, supporting large food and agriculture companies to meet their sustainability and decarbonization goals. After seeing some of the major problems with large agriculture, how large a role meat played in this, the issues these companies had with moving away from meat and how slow change can be, she was inspired to start from the ground up to create a sustainable product that made it easy to capture the health benefits of meat without losing the connection to meat that we know and love.

Sophie is a seasoned brand strategist who has helped emerging and established companies define their voice and build loyal communities. With a strong interest in food, wellness, and sustainable living, she partnered with Liza to bring this vision to life — shaping not only how the brand looks and feels, but also how it connects with people who want to eat better without compromise. Her expertise ensures that the mission isn’t just impactful — it’s accessible, inspiring, and craveable.

Liza and Sophie are close friends who have travelled the world together, and have always bonded over our passions for food, surfing, wellness, and exploration.