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Hey Pies -
Spring is doing what it needs to do; shaking off the dust, revealing the cracks, and making room for fresh energy. Now May is here; not whispering, but urging us forward with clarity, creativity, and real follow-through. This is the season where sharper pivots meet sharper narratives, and we don’t just react — we reframe.
We’re seeing it everywhere. New York City voters want municipal grocery stores that help curb food prices, not corporate markups. Japan took dairy and made it its own, layering Western ingredients into centuries-old textures. Even brands like Chef Boyardee and KIND are making moves — selling, rebranding, and doubling down on values. And while Khloé’s protein popcorn hits the cloud theme, consumers are asking: does clever design beat real flavor?
Behind it all, AI is letting small teams scale faster than ever; policy is shifting; packaging is evolving. These signals aren’t just trends — they’re strategy cues. This May, lean into the remix. Let’s build with purpose, speak with precision, and move like we mean it.
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1. Food Policy Gets Aggressive
Helena Bottemiller Evich notes the FDA is now using words like “toxic” and “poisonous” to describe food dyes — signaling a major shift in how food safety is communicated and enforced. We’re entering a new era where the language around food is more charged, political, and urgent.
2. Chef Boyardee Gets a Modern Playbook
Chef Boyardee was just sold for $600M — not bad for a brand from the 1920s. It's a reminder that legacy food brands can still move major capital when positioned correctly, even in today’s health-conscious market.
3. Khloé Kardashian’s ‘Khloud’ Popcorn ReviewGreat branding, clever metaphor (“clouds”), and an emotional founder fit — but the product didn’t deliver. The bigger question it raises: in an era of protein-in-everything, do consumers really want protein popcorn?
4. KIND Bars Drops Plastic
KIND is ditching its iconic plastic window in favor of paper — a bold sustainability move that could reshape packaging expectations across snack aisles. This is a bet on values-based design over shelf visibility.
5. Tiny Teams, Big Impact (Gamma x AI)
The startup Gamma scaled to 50 million users with just 28 employees, thanks to AI. The takeaway: lean teams leveraging intelligent systems are redefining what startup productivity looks like.
According to new polling from Data for Progress (March 2025):
63% say these stores will offer lower grocery prices for low- to middle-income families and should be prioritized in food desert neighborhoods.
This isn't a fringe idea — it’s mainstream, with bipartisan support.
Municipal grocery stores = simple, local, anti-corporate, pro-community policy.
Want to win back the working class? Talk about lowering prices and expanding access with influencers. Go dynamic pricing to curb waste and drive traffic.
From Occupation to Obsession: The Wafu-ing of Milk
1. Foreign Origins, Local Flavor
Dairy wasn’t native to Japan — Buddhism discouraged meat and dairy, and cows were historically rare. But during the U.S. postwar occupation, milk became more visible through American products, reshaping Japan’s idea of "creaminess."
2. Creaminess Already Had Roots
Though new to cow’s milk, the Japanese palate already celebrated creamy textures — think tofu, egg custards (chawanmushi), and rice porridge. Words like fuwa fuwa (cloudlike lightness) and toro toro (melting smoothness) show how deeply texture is valued.
3. Adaptation through Wafu
Japan didn't just adopt dairy — it Japanized it. Matcha became matcha lattes. Milky candies and mochi ice cream became hits. This cultural remix is called wafu(Japanese in style): not just new ingredients, but new pairings that balance local tastes with global ideas.
Takeaway:
Japan’s dairy evolution is a masterclass in culinary diplomacy — where adaptation isn’t assimilation, but innovation.
1. The Light We Carry — Michelle Obama
Big May energy: resilience, self-trust, and staying steady when life throws curveballs.
2. Tomorrow, and Tomorrow, and Tomorrow — Gabrielle Zevin
Creativity, partnerships, ambition, and heartbreak. Perfect for honoring growth without forcing it.
3. Steal Like an Artist — Austin Kleon
Quick, punchy — a reminder that nothing is original and May is for making bold moves anyway.
4. Big Magic — Elizabeth Gilbert
A call for radical creativity without fear. Essential if you’re plotting bold new projects this month.
5. The Coming Wave — Mustafa Suleyman
For the builders: AI, biotech, supply chains. May is about understanding what's coming, not just reacting.
Stories to Watch:
1. Goode Foods Family
A real-deal underdog story of the Goode Family in 24 seconds.
➡️ Dad got tired of being passed over and launched Goode Foods.
➡️ Early wins: Chicago government food contracts.
➡️ Pandemic pivot: Beans blew up as grocery shelves emptied.
➡️ Retail strategy evolved fast after city WIC sales collapsed (pivoting to Jewel-Osco, Mariano’s, Walmart).
Takeaway: Resilience isn’t about waiting. It’s about moving faster than the market changes.
2. US vs China Trade Maps (2001 vs 2023)
➡️ In 2001, US was the dominant trading partner almost everywhere.
➡️ By 2023, China flipped the script: 145 countries trade more with China now.
Takeaway: Supply chains and influence are shifting east — and it’s not slowing down. Good to know if you’re thinking global.
3. Imports Reality Check
➡️ Toasters? 99%+ from China.
➡️ Can openers, chef’s knives, pots, pans — mostly Chinese-made.
➡️ New tariffs = everyday essentials getting pricier.
Takeaway: Build local. If you’re in CPG, food, or hardware, sourcing from the US (or friendly nearshore) is a brand flex now.
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Eat well.
Water needs a buddy.
It’s actually tier 3 hydrator on it's own.
Tier 1 with minerals — electrolytes (in hacked coconuts) magnesium, potassium, sodium.
Tier 2 with hydrating foods — cucumber, watermelon.
Water alone doesn’t replenish — it just passes through unless it has something to hold on to.
