- by changing the conversation about food and health;
- by supporting the small businesses and free-from bloggers creating innovative new foods that more of us can eat and helping brands of all sizes to channel their resources and their reach to be part of the solution;
- by making it easier to find others who "get it" and can help you figure out how to follow the diet your body needs;
- by providing a platform where we can all share what works - so we can each stop reinventing the wheel; and
- by making sure every custom eater has a voice, no matter how you eat and no matter what the reasons behind it.