Superlative Foods is not about us but you, you, you. We are passionate about our customers, colleagues, and products. We strive to be the best. We have a strong sense of urgency. We never take ourselves too seriously.

Food must be affordable. Period. Artisan snacks crafted by select Mongolian food artists with silky hair who wrap airflown ingredients in snow-covered leaves from the Himalaya are just not our thing. Neither are the horrendous margins that some (we needed to add that word to avoid getting sued) of our competitors charge. We sell you honest food at honest prices. If only life was always that easy.

We love to rack up frequent flier miles on our weekend trips to the Maldives, everyone here is driving a fat company limousine, our office air conditioning is blasting at freezing point and the cost of our packaging material far exceeds most countries’ budgets. Not.

Heck, we are so environmentally friendly that we even upcycle our directors. In all seriousness: We substitute all our packaging with compostable, plastic-free materials so it is much more gentle on Mother Nature and cheaper for our customers to dispose of it. The ugly brown outer cartons are long gone from our internal supply chain to our retail stores (if you miss them, take a walk to the museum) and made space for plastic containers that can be reused for years. We saved a good few tons of CO2 emissions since we introduced paper bags in our stores.

We are family-owned, and it is our names and (sometimes funny) faces that are on the line. We don’t waste time with PowerPoint deck for venture capitalists, we don’t report to anyone, we don’t burn other people’s money and we are not sacrificing our longer-term business approach in exchange for a kinky headline in the media (listen up, office chair and insurance policies resellers, you know who you are).

What you see is what you get – we are honest and transparent to the bones and do the right thing even when no one is watching. Don’t believe us? Hit us up at sendmeyourbankdetails@superlativefoods.com.

We buy almost all of our ingredients straight from the farms and cooperatives, moving a bunch of middle men and resellers to tears. Many of our suppliers are family-owned and granddaddy’s name still forms part of the company name. Trust us, these people won’t take us for a ride.

We have started shipping our containers with one of the largest fleet owners in the world – tracking containers in real-time is fun to watch. Our shiny new enterprise resource planning system (don’t ask how painful the implementation was!) is enormously helpful to keep our inventory at optimal levels so we replenish regularly and have the freshest ingredients to use in our products.