This is my weekly series for subscribers only, where I’ll share things that caught my eye this week in a fun and flirty way (kiss), a sustainable way (marry), or a not-so-good way (kill). And yes, this trendy game is technically “f***, marry, or kill” but we run a family-friendly-ish show around here.

Kiss (things I like right now)

📕 Demon Copperhead, Barbara Kingsolver (←read with my eyes)

If you’ve been following along, you’ll know I have tried to listen to this book THREE TIMES. I even bought it on Audible, convinced I’d love it. But every time I started it, I just… lost interest. The narrator wasn’t my cup of tea, and I don’t know why, because his voice was just fine? On top of that, I just couldn’t get into the story. It was just… monotone? One note? I’d heard this book was “love it or hate it,” so I figured I was in the latter camp.

I don’t know what prompted me to download a sample on my Kindle. (Maybe because my sister said it was one of her favorite books of last year, and I trust her opinion.) But I started reading it one night when Brandon was out of town, and I was immediately hooked in a way the audiobook simply couldn’t.

I devoured it. This book and Demon buried into my heart in such a profound way. (I’m not sure there is a character who has come more alive through a book than Demon.) The depictions of what it’s like to live with addiction were stark, realistic, and painful to witness. Demon’s story, in fact, was hard to witness. Still, at no point did I feel “depressed” while reading. (I’ve heard it described this way by many.) The energy of Demon (and Kingsolver’s brilliant prose) kept me deeply invested, and relentlessly hopeful. I lived inside this book for five straight days, and when it was over, I wished I could wipe my memory and read it with fresh eyes.

I know I’m not alone; it’s a Pulitzer Prize-winning book. But it strongly reinforced that (for me) some books need to be read with my eyeballs, while others fare better in audio format. So if someone you trust tells you, “You’ll love this book,” but you can’t get into it… try a different medium. (You can listen to and read samples on Amazon, then borrow in either format using your library card.)

Also, I’ve since tried getting into other Kingsolver books, and none of them are hitting, in either format. If there is one I should absolutely visit next, let me know in comments.

See it on Amazon

Read more

If you’ve been following me for any length of time, you know my morning routine is sacred. I’m not alone! Google Trends shows searches for “morning routine” have skyrocketed since 2020. On TikTok, “#morningroutine” has billions of views. Media outlets started featuring people’s “5 to 9” (their routine before the workday starts).

At this point, everyone has heard that your morning routine is the foundation for a grounded, productive, energetic day. We talk far less about nighttime routines, though. For me, this is just as important, and highly prioritized.

A nighttime routine signals to your brain and nervous system that it’s time to wind down. The actions you take before bed (and those you don’t) can set you up to fall asleep faster, stay asleep longer, and wake feeling more rested. Your routine can reduce stress, support habit formation, and prevent the slow slide into, “It’s midnight?! What have I been doing for the last two hours?”

There is another important reason to bookend your days with a routine. We’re often forced to flex, adapt, and react on the spot to changing work demands, unexpected events, or childcare needs. For someone who craves routine and stability, that can feel chaotic and stressful. But if I start and end my day with a routine, it gives me the stability and predictability I need to stay healthy.

Finally, while the morning routine sets the tone for the day, your evening routine does the same thing—for the next day. It reminds me that I am a healthy person with healthy habits, preps me for a fantastic night’s sleep, and helps me wake up refreshed, energetic, and ready to tackle my morning.

You should build your nighttime routine based on your time, interests, and needs. Here is mine, in five steps.

Sleep experts say one of the most beneficial things you can do for sleep is go to bed at a consistent time. Ideally, you’d fall asleep each night within a 30-minute window, but even 60 minutes would be a great place to start. I start my nighttime routine around 8:30, so I can be in bed reading by 9:00. (I’m an early riser, waking naturally between 5:30 and 6:00 AM.)

Step 1: Clean the kitchen

Before I head into the bedroom, I completely reset the kitchen. This provides a bit of light activity, and ensures my morning is less stressful. (Nothing winds me up more than a cluttered kitchen.) I do all the dishes, return things on the counter to their home, clean off surfaces, take out trash or recycling, and straighten the bar stools. Brandon calls it my “evening putter,” because I do not want help with these tasks. I love this gentle transition between the active part of my day and settling into bed.

Step 2: Wrap my hair

I brush my hair thoroughly, then wrap it for no-heat overnight curls. I do this first to get it out of the way for my skincare, and it only takes 3 minutes. (Bonus: It also takes 3 minutes to “do” my hair in the morning; I just shake it out and give it a brush.)

Step 3: Skincare

I don’t have a long or complex skincare routine. I’ll wash my face, and follow with a toner or serum. I’ve been using tretinoin for two months now, so I’ll spread a thin layer, then let it absorb during the rest of my routine. (I apply moisturizer at the very end.)

Step 4: Tooth care

My evening tooth-care routine is extensive, but this is a good way to remind myself that I am a healthy person with healthy habits. (Who else flosses every night but very healthy people?) First I floss manually. Then I use a water flosser. You don’t know what you’re missing in terms of gum health! This is my secret weapon. Then I brush with a sonic toothbrush for the full two minutes.

My bedtime routine is more enjoyable (and I’m less likely to rush or skip steps) if I listen to an audiobook. I always have one audiobook and one physical book going for this reason. My husband will often come in to find me holding the phone to my ear so I can hear it over my electric toothbruth.

Step 5: Read

My last step is climbing into bed to read. I’ve been reading every night before bed since I was in grade school. It’s my most beloved and longest-running habit. Reading, especially fiction, is the most reliable way to turn off my brain, and keeps me from picking up my phone “one last time.” (My phone does charge in the bedroom, but it’s on DND and upside-down. I never pick it up once I’m in bed.) I’ll read until my eyes are heavy, pop in my Ozlo Sleepbuds, and fall asleep within two minutes flat.

Craft your own routine

Your nighttime routine may be longer or shorter. It may have more steps or fewer. It will probably include different elements, although I encourage you to try my dental care routine! The point is to create something that works for you, then make it a consistent habit. Completing 10 minutes reliably before bed is far more impactful than completing an aspirational 60-minute routine sporadically.

Here are some other actions readers have sent in as part of their nighttime routine:

• Journaling

• Guided meditations

• “Sleepy-time” podcasts

• Warm shower or bath

• Sleep sounds (like ocean noises or rainfall)

• Drinking tea

One last point: There are nights when I can’t or don’t complete my full routine. Don’t be so precious about it that a hitch in the plan spins you out. Sometimes I leave dishes in the sink, cut my skincare short, skip flossing, or read for just a few minutes before I fall asleep. The key is maintaining the spirit of the routine, if not the letter. If your night is interrupted, don’t abandon the whole routine and scroll in despair! Do the parts you can, know you’re maintaining the habit, and try again the following night.

If you find yourself regularly having to cut your routine short, modify it! Figure out what you can drop, shorten, or leave for the morning in a way that still helps you shift into those relaxing pre-bed vibes.

I hope my routine and these suggestions inspire you to dig into your evening routine. Identify what isn’t serving you (ahem, TikTok in bed), then replace those actions with habits that help you wind down, sleep well, and wake up feeling grounded.

Share your evening routine in comments, or ask for help crafting one!

XO, MU

This is the second recipe in my recipe series, and it’s been on repeat all winter. Jenn Leuke is the queen of healthy, easy, family-friendly dinners. I may have more of her recipes bookmarked than any other home chef. She is so generous with what she shares online, and her Substack offers even more recipes, cooking tips, and meal planning strategies.

This Hidden Veggie Spaghetti (page 273) was an immediate hit. It can be made gluten-free, grain-free, or vegan. It’s naturally dairy-free and nut-free, and can easily be free from added sugar. I’ve included Whole30 modifications below, too.

Let me know whether you want more recipes in the comments! I have so many talented friends, and I’d love to share their favorite meals with you here.

Hidden Veggie Spaghetti with Crispy Kale and Sausage

from Don’t Think About Dinner by Jenn Leuke

I call this recipe Hidden Veggie because the pasta sauce is loaded with different vegetables, and you would never know it once it’s blended up. With its multiple components, this one takes a bit more effort (which is why it landed in this chapter), but I promise it’s worth it. Skip the sausage to make it vegetarian/vegan, but don’t skip the crispy kale to top the pasta—that extra step is what “fancy” is all about! Bonus round: The sauce freezes beautifully. You’ll likely have extra sauce left over from this recipe (I like a lot of sauce), so be sure to save any extras in the freezer for another day.

Makes 4 servings • Prep time: 20 minutes Cook time: 45 minutes

FOR THE CRISPY KALE

• 3 cups shredded curly kale (about 4 1⁄2 ounces)

• 2 tablespoons olive oil

• Kosher salt

FOR THE SPAGHETTI AND SAUCE

• 1 teaspoon garlic powder

• 1 teaspoon dried oregano

• Kosher salt

• 1⁄2 teaspoon ground black pepper

• 1⁄4 teaspoon red pepper flakes (optional)

• 2 tablespoons olive oil, plus more as needed

• 1⁄2 pound ground hot or sweet Italian sausage or chicken sausage, removed from links, casings discarded if necessary

• 2 large carrots, small-diced (about 1 cup)

• 1⁄2 large yellow onion, small-diced (about 3⁄4 cup)

• 1 celery rib, small-diced (about 1⁄2 cup)

• One 28-ounce can crushed tomatoes

• 3⁄4 cup canned full-fat coconut milk (about half a well-shaken 13.5-ounce can)

• 14 ounces brown rice spaghetti, rice-and-corn-based spaghetti, or regular

  spaghetti, cooked and kept warm

1. Make the crispy kale: Preheat the oven to 325°F. Line a sheet pan with parchment paper.

2. In a large bowl, combine the kale, oil, and a few pinches of salt and toss with tongs or your clean hands until the kale is evenly coated. Transfer the kale to the prepared sheet pan.

3. Bake until dry and crispy, 25 to 30 minutes. Set aside.

4. Meanwhile, make the spaghetti and sauce: In a small bowl, combine the garlic powder, oregano, 1 teaspoon salt, the black pepper, and red pepper flakes (if using) and set aside.

5. Line a plate with paper towels and set it near the stove. Heat the oil in a large, deep lidded skillet over medium heat until shimmering. Add the sausage and cook, stirring occasionally to break up any large pieces, until browned, 5 to 6 minutes. Use a slotted spoon to transfer the sausage to the paper towels to drain. Set aside.

6. Heat the same skillet over medium heat, adding a drizzle of oil if the pan is too dry. Add the carrots, onion, and celery and cook, stirring occasionally, until very soft, 8 to 10 minutes. Add the spice mixture and cook, continuing to stir occasionally, until fragrant, 3 to 4 minutes. Stir in the crushed tomatoes. Bring to a simmer and cook until slightly reduced and warm, about 5 minutes. Stir in the coconut milk and cook until heated through, about 1 minute. Cover and set aside.

7. Transfer the cooked vegetables to a blender or food processor and, working in batches if needed, blend (with the steam vent open on the blender top) on high speed until completely smooth, about 1 minute.

8. Mix half of the sauce with the cooked pasta until fully coated. Add more sauce if desired. Stir in the cooked sausage until evenly combined.

9. Spoon the pasta into four bowls and top with the crispy kale.

Don't Think About Dinner

MU’s notes

Here are my tips for making this meal:

• I always double the crispy kale, because kale chips are awesome to have on hand.

• I buy ground chicken sausage, and I double the protein to a pound. You could use any ground meat, however, including vegan offerings.

• You can sub heavy cream for the coconut milk in a 1:1 ratio, if you prefer.

• If you wanted to add even more veggies, you could use diced yellow bell pepper, mushrooms, or diced zucchini.

• If you add more veggies, you might want to increase the sauce, or even double it.

Whole30 modifications

It’s easy to make this delicious spaghetti dish Whole30-compatible! Here are the substitutions or omissions you’d make during elimination:

• Make sure your sausage or chicken sausage are Whole30-compatible, with no added sugar or dairy.

• Use veggie noodles (zucchini, butternut squash, spaghetti squash, sweet potato) in place of spaghetti.

If you wanted to use this recipe for your Whole30 reintroduction, here’s what you could add back in, keeping the other Whole30 modifications from above:

• Use chickpea noodles for Legume day.

• Use rice noodles for Non-Gluten Grain day.

• Use heavy cream instead of coconut milk on Dairy day.

• Top with parmesan, Pecorino Romano, or mozzarella cheese on Dairy day.

• Use whole wheat pasta for Gluten Grain day.

Excerpted from Don’t Think About Dinner By Jenn Leuke. Copyright © 2026 by Jenneatsgood LLC. Used by permission of HarperCollins Publishers, New York, NY. All Right reserved. No part of this excerpt may be reproduced or reprinted without permission in writing from the publisher.

Expo West is the world’s largest trade show for natural and organic foods, beverages, supplements, personal care, and home care products. Every year, I walk the floor with the Whole30 team each year to catch up with our Whole30 Approved partners, evaluate brands for new partnerships, and spot trends for the coming year. After 17 years in health and wellness and a decade at Expo West, it’s become easy to identify the brands, products, ingredients, and trends that are actually going to stick—and what’s just a flash in the ceramic-coated pan.

I also spend a good amount of time researching trends, discoveries, and current events around CPG (consumer packaged goods), food and beverage marketing, the diet industry, and GLP-1s. Over the last year, the one thing all of these sources have in common is an unprecedented focus on protein.

Let’s dig into the what, why, and what’s next for our current macronutrient du jour de l'année.

Protein is everywhere

While walking around Expo in March 2025, I wondered if the “protein in everything” trend was getting out of hand. One year later, the same show proved me right—protein is out of hand. At Expo, we saw (buckle up):

• Protein coffee, protein shakes, protein crispy rice treats, protein noodles, egg white protein chips, protein water (!), protein granola, protein rice, protein coffee milk (??), protein milk-milk (?!), protein cookies, protein bread, protein waffles, protein pancakes, protein pretzels, protein ice cream, protein bagels, protein cereal, protein candy, protein mac & cheese, protein crackers, and protein pasta sauce.

I’m certain I missed a few, and the word “protein” doesn’t even look like a word at this point. But unlike other diet trends, protein isn’t going away anytime soon.

Main character energy

Why is protein still the hottest bombshell in the villa? First and foremost, protein is the only macronutrient that has yet to be demonized. Dietary fat was the villain in the 80s and 90s. When that shifted in the early 2000s, carbs became your new arch nemesis. (Carbs were really the enemy in the mid-2010s, when keto demanded you eat zero while stuffing yourself with fat.) But nobody ever accused protein of making you gain weight. In many people’s eyes, protein is the only “safe” macro left to consume (besides fiber, which I’ll talk about in another article).

GLP-1 use is also a primary driver of the protein trend. GLP-1s are still on the rise. Due to concerns of weight loss reducing lean muscle mass, recommendations for people on these medications always reference protein consumption. GLP-1s also reduce your appetite, so those on the medication need to prioritize protein density. (Density = more protein relative to calories or volume.)

In fact, anyone looking to lose weight—whether or not you’re on a GLP-1—is being steered towards a higher-protein diet. Protein isn’t as calorie-dense as fat, and is a primary driver of satiety (fullness). Protein also helps to slow digestion, keeps blood sugar more stable, and can help preserve muscle mass while in a caloric deficit.

Protein fanfare is also being driven by the increase in menopause-related content and education. We’re talking about menopause far more freely now, and these conversations have given rise to a new and ever-growing sub-culture of wellness. Prioritizing protein during this stage (combined with weight training) can ward off loss of lean muscle and bone mass. Protein is also mentioned in every article about preventing menopause-related weight gain. (That alone would fuel protein’s popularity.)

Bucking the trend

Here’s where things get interesting. Usually with a trend like this, we see the following pattern:

• Small, nimble CPG brands create and validate a trend.

• Consumers adopt it early because it feels new, different, and value-aligned.

• Once the market is proven, legacy CPG (like Nestlé, General Mills, or Kellogg’s) enter the chat.

• By the time they pivot, innovate, and scale, the cultural moment has already sailed by (or is on its way out).

Keto is a great example of this: Quest/Perfect Keto/Bulletproof started the trend, and took it mainstream. By the time legacy CPG like SlimFast and Nestlé launched their “keto-friendly” lines, consumers were already moving away from keto (especially ultra-processed keto foods).

Protein, though, is going to be different. I’ll admit, when I saw Nestlé launch its line of GLP-1 friendly frozen meals in late 2024, I thought, “This is the beginning of the end of the high-protein craze.” It wasn’t, and it’s not going to be. As long as people continue to seek treatment with GLP-1s and keep the menopause conversation front and center, high protein offerings are going to continue to reign supreme. (The effect has already trickled down to consumers who aren’t menopausal or on a GLP-1, but now believe they, too, should be seeking out protein.)

Aside: Some legacy brands are missing the mark—but I’m not sure you’d notice. General Mills launched Protein Cheerios in December 2024, but when it launched, the cereal itself only contains 7g per serving, compared to 3g per serving for the original Cheerios. (I don’t consider 7g per serving “high protein” by any means.) In addition, much of that protein “increase” was due to increasing the serving size. The original Protein Cheerios also contain 12x (!) the added sugar content, compared to the original. (That’s not a typo). The average consumer won’t catch these nuances, and may gravitate to this version simply because it’s marketed as “high protein.” These kinds of marketing games aren’t making anyone healthier.

When it comes to protein, here’s what we will see in 2026-2027:

• Consumers getting burned out of high-protein everything. Much like the keto trend, people are going to start to ask, “Do we need protein in this?” or “Are these ultra-processed foods where I want to get my protein from?” (This will take at least a year to really start to show.)

• Some legacy brands who have expanded their product lines to include trendy high-protein offerings are going to quietly retire them, once people realize they don’t need protein in their popcorn or sweet treats.

• Consumers will start seeking more whole food-based sources of protein, or at least less heavily processed versions. Again, this may take another year. (See specifics below.)

• Some UPFs are going to stick. People will continue to eat David bars because they’re low-fat, low-calorie, and high-protein (despite the ingredients or the taste). Same with processed protein shakes, especially as they’re easy to digest (a benefit for GLP-1 users).

Where we’ll be getting our protein

Dairy is going to reign supreme in 2026-2027. (We can thank MAHA for this, at least in part. Happily, raw milk is not trending anywhere except your local urgent care clinic.) Dairy delivers high-protein in a familiar, accessible format. Primal Kitchen launched a grass-fed, dairy-based line at Expo. Cottage cheese is a social media darling—which tracks, given its protein density. Yogurt sales are on the rise, linked strongly to GLP-1 use. However, the dairy train is not limited to minimally-processed foods like unsweetened Greek yogurt—it also includes Chobani’s (and other brands’) low-fat, moderately-processed, alternatively-sweetened high-protein drinks and yogurts.

Meat sticks also sit perfectly at the intersection of protein + whole food. Jack Link’s (which I’d consider a legacy brand) even debuted a no-added-sugar version of their meat sticks at Expo, as a play to compete with new-kids-on-the-block-turned-CPG-giants Chomps and The New Primal.

Protein bars aren’t going anywhere either, although the camps are certainly split. There’s the ultra-processed David bar, which puts macros first, ingredients… (shrug), and taste dead last. You’ve got RXBAR, with an ultra-short, whole food ingredient list and nature-inspired flavors, but significantly less protein. In the middle, you’ve got the DAILY BAR, which is more processed than RXBAR, has a much “cleaner” ingredient list than David, includes plenty of protein… and flavors inspired by a peanut butter cup. There is room for all three.

Finally, lean proteins (like chicken or ground turkey) will remain bestsellers, and I’m just waiting for the GLP-1 crowd to discover tofu? Protein powder and shakes are also going to stay prevalent, as they’re both protein-packed and easy to digest. Protein in snack-sized packages is also on the rise, as GLP-1 users (and busy people in general) look for smaller, more frequent meals. And if the product has both protein and fiber? Chef’s kiss, that’s the dream—and is already driving the next wave of CPG innovation.

Microtrend: Protein + functional ingredients

I fully expected to see lots of “functional” ingredients on the floor, because every year, it’s something new. A few years ago, there was CBD in everything. Two years ago, it was probiotics in everything. This year (as with last), mushrooms were everywhere, with a big focus in the protein category. There were meat + mushroom blends, mushroom-only protein alternatives (sometimes with added pea protein), and functional mushrooms (like lion’s mane, reishi, and chaga) in much of it.

Interestingly, I expected to see far more creatine on the floor, specifically combined with high-protein foods. Kreatures of Habit launched their DAILY BAR four months ago, with 20 grams of protein, 9-10 grams of fiber, and 3 grams of creatine monohydrate (a legitimately functional dose). I’m never without one these days—and I figured given all the hype around creatine, menopause, and brain health, I’d see a lot more copycats. I did not! I saw plenty of creatine gummies, but there are serious problems with those, and I would never waste my money.

There was just one other creatine + protein bar on the floor, but the protein quality was low, the additives made me skeptical, the use of tallow was a 🤮 from me, and one of the reviews said, “Horrible texture, gives you the runs.” Enough said. Kreatures of Habit is obviously ahead of their time, but I suspect we’ll see more of these creatine + protein bars pop up next year.

Microtrend: Clear protein

Clear protein was also trending at the show, although this isn’t new. So what the hell is clear protein, and is it any better than opaque (???) protein?

Clear protein is just another version of whey, a protein found in dairy. Specifically, it’s a highly-processed whey isolate* mixed with water. (Whey isolate means it’s been processed to remove the milk fats, carbs and lactose.) Clear protein powder can be mixed with liquids (including water) and remains clear and thin, rather than the thicker, milky, chalky texture of traditional whey protein powder.

Clear protein doesn’t offer nutritional benefits beyond whey protein isolate. Both contain the same amount of protein (about 20 grams per serving), and both are virtually free of carbohydrates or fat. The texture and flavor of clear protein, however, may prove more palatable or versatile. Plus, it looks cool.

*Clear protein can also be made from whey protein hydrolysate, a form which is broken down into pre-digested amino acids. However, the versions I saw at Expo were predominantly the isolate form.

Protein tips for the average person

Should you be eating more protein? IDKID (I don’t know, it depends). If you think so, you can see how I eat 120 grams a day, and how I define a “high protein” food. Here’s what I will say, however:

Many consumers will gravitate towards “high protein” marketing and not dig any deeper, which could be problematic. Label-reading is a skill, and label and nutrition literacy is even more challenging. As with the Cheerios example, you may be making a purchase without understanding the true nutritional impact of the food.

Still, more people are label-reading these days, and if you’re reading this, I assume you certainly are. So please look beyond protein grams per serving. I’d also want you to compare that to the serving size, total calories, and other factors, like added sugar. (That “30 grams of protein” ice cream is for the whole pint, not one serving.)

Price is also a factor in this economy. Protein bars and pre-made shakes are convenient, but also comparatively expensive. You can’t go wrong with higher-protein whole foods, like chicken, shrimp, ground turkey, lean beef, egg whites, or tofu.

Also, taste matters. If you’re really focused on hitting your “protein goal,” you may be willing sacrifice taste or even ingredients for macros, to some degree. Just ask yourself, “Is this sustainable? Is this serving the bigger goal—to be healthy and happy?”

Do you have questions about protein, thoughts on the trend, or predictions of your own? Is there a topic you’d love me to tackle from an operator’s perspective? Leave a comment!

XO, MU

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This is my weekly series for subscribers only, where I’ll share things that caught my eye this week in a fun and flirty way (kiss), a sustainable way (marry), or a not-so-good way (kill). And yes, this trendy game is technically “f***, marry, or kill” but we run a family-friendly-ish show around here.

Kiss (things I like right now)

🎧 Wild Dark Shore, Charlotte McConaghy' (←listened with my ears)

I’m sure 92% of you have read this already, because everywhere I looked, I saw people raving about this book. But it was in Reese’s Book Club, and while I love her as an actress and business person, we don’t always have the same taste in books. Also, sometimes the more people say “you have to read this,” the less I want to read it? But it came up on Libby, so I gave in.

Dammit, Reese was right. This book is a masterpiece. I love books that hurt, and I haven’t read one in a while. Wild Dark Shore just broke me, in every way possible.

A woman washes up on the shore of a remote island just outside of the Antarctic. The family caretaking the island finds her. Who is she? How did she get here? Why is she here? The family, a father and three kids, have also been broken. Everyone is keeping secrets. Their lives begin to converge in ways that nobody (certainly not the reader) could have imagined.

It’s a bit of a thriller, but that word feels far too light and fluffy for this story. It’s a bit of a romance, but not in the traditional sense. It’s equal parts adventure and retreat; breakdown and resilience; destruction and rebirth. I can’t do it justice, but it will make you cry.

Of note, I was listening to this while reading Endurance. The similarities between both their settings and themes made listening to this even more impactful. Also, the multi-cast narration was glorious, and I only want to listen to Australian accents from here on out.

If you’re one of the 16 people who haven’t read (listened to) this yet, it’s time.

Listen to this, I beg you

Read more

Expo West is the largest natural and organics show in the world, featuring all of your favorite food, drink, personal care, and supplement brands. We walked the show for two days, talked to hundreds of people, and found protein in approximately 1,358 products. (Including Whole30 Approved LaCroix’s newest flavor, Pineapple Coconut!)

Here is my 2026 summary of the best finds. In next week’s XOMU email, I’ll do an even deeper dive into Expo’s biggest 2026 trend—the good, the weird, and the WTF are we even doing here. Don’t miss an email! Subscribe and they’ll go straight to your inbox.

Subscribe now

Expo West: Best finds (in order of my camera roll)

Roots Farm Fresh (fries and more)

We bumped into the Roots Farm Fresh truck within five minutes of setting foot on Expo grounds, and spent the next 30 minutes chatting with their co-founder (Alex) and team. Alex and I had the best conversation, bouncing between seed oils, whether tallow is here to stay (it’s not), tallow sourcing (ugh), and general industry trends.

I already loved their products (I buy them at my local Sprouts), but their new waffle fries really sealed the deal. They taste more potato-y than any other store-bought fries; crisp up deliciously in the air fryer; and have a creamy, fluffy center. They also make fries, potato “toasts” (wide, thin slices), and “croutons,” which are genius.

Ingredients (white potato fries): Organic Potatoes*, Organic Avocado Oil
*Upcycled

You’ll find Roots Farm Fresh new waffle fries at your local Sprouts and on their website in April. (So soon!) Sadly, their products are not Whole30 compatible; some varieties contain corn starch, but all varieties fall under the Pancake Rule. However, in your food freedom, you won’t find a tastier, more convenient fry. Follow Roots Farm Fresh on Instagram.

Geisen Sparkling Brut

This year at Expo, I learned that “dealcoholized” is a word. I also learned that I can, in fact, love non-alcoholic replicas of familiar alcoholic drinks like champagne. Geisen Sparkling Brut is crafted with the finest New Zealand grapes, and is "zero proof,” making it the perfect NA toasting beverage. And it tasted delicious! It’s not too sweet and deliciously crisp, with notes of citrus. It’s also pretty low in sugar, with just 7 grams per serving.

Ingredients: Dealcoholized Grape Wine (98%), Grape Juice (2%), Sulfur Dioxide (Preservative—does contain sulphites)

They share the details of how “dealcoholization” works on their website. Note, they guarantee their product contains no more than 0.5% alcohol by volume. By comparison, this is not meaningfully different from what you might get from certain fruit juices (like orange juice), so don’t let that figure throw you.

Geisen has other varietals too, including Sauv Blanc, Rosé, and a Merlot—all of which are NA. Is it still technically “wine?” They say yes, because they start with fermented grapes, like other wines. Is it Whole30 compatible, is the bigger question… and the answer is, “Maybe?” The word “wine” on the label is the tricky part, given the “no alcohol” rule, but there is no alcohol in final product, in which case I’d be fine with you drinking it during your Whole30. (I still need to talk about it with the team.)

In the meantime, if you’ve got a party, wedding, or regular old Tuesday night where you want to drink something fancy, these are a fantastic choice. Follow Geisen Wines on Instagram.

Joolies Date Sours

These aren’t available until May 2026 (I don’t want to bury the lede), but they were a delight and I cannot wait. To be clear, I am not a date fan; they’re sticky and too sweet. But when I saw sour dates? I was intrigued.

When I was pregnant (more than 13 years ago), I developed intense sour cravings. I started putting straight vinegar on all my salads, and would suck on lemons as much as my tooth enamel would allow. That sour fixation never left, and these new Joolies packed a serious punch. You’d only need one or two for maximum satisfaction, which means a little goes a long way.

Their web shop is down for maintenance, so I’m linking to the press release sharing more about this new offering. I also don’t have the full ingredient panel yet, although the press release says, “no added sugar or sugar alcohols.”

They’ll be available in four flavors: Blue Raspberry, Peachy, Watermelon (my favorite), and Cherry Cola. It was fun watching everyone’s face as they tried these—the sour cheeks were everywhere. Look for these in Sprouts in May, or find a retailer on the Joolies site. Follow Joolies on Instagram.

Tatemada Salsas

Tatemada’s branding is so pretty, and their salsas are next level. Their flavors are so rich and layered, with the perfect level of spice. (The Jalapeño was my favorite, and though that is marked as “max spice” on their label, I found it a solid medium.) We also loved the Molcajete; in fact, I’m eating that right now as I whip up this newsletter.

Ingredients: Roma Tomatoes, Jalapeño & Serrano Peppers, Onions, Pink Himalayan Salt, Non-GMO Fruit Derived Citric Acid

I was delighted to find a good selection at my local Sprouts; you can use their store locator to find Tatemada near you. I also had a fabulous chat with the founder, Sarah. And the best news ever—Tatemada Salsas are Whole30 compatible! I’d love to make them a Whole30 Approved partner, so if you love their salsas too, let them know on Instagram!

Once Upon a Coconut Water

I am not a coconut water fan. Never have been. It’s always tasted manky to me, which is not a word, but slang to describe something that’s dirty, old, and/or funky. While coconut water is fantastic source of energy and potassium, I’ve never found a brand I liked enough to buy—until Expo West, and Once Upon a Coconut!

Once Upon a Coconut uses fresh, never-from-concentrate, young coconuts harvested directly from the tree before they have time to age and drop. The taste is clean, lightly (naturally) sweet, and unlike any coconut water I’ve tried before. Their flavors, like Pineapple, Watermelon, and Blueberry, are delicious, with no added sugar. (All of these, plus the Original, are Whole30 compatible!)

Ingredients: Coconut water, watermelon juice

They also have two fun varieties: A chocolate coconut milk (sweetened), and sparkling coconut water with caffeine (also sweetened). I thought chocolate coconut milk would be gross, but I loved it. This would make the perfect post-workout carb replenishment, and I’m excited to order some for my kid for after his sporting events. They’re at my local Sprouts and Whole Foods; use their store locator to find Once Upon a Coconut near you. Follow Once Upon a Coconut on Instagram.

Veggie Vice Veggie Chips

Who isn’t going to stop when someone in a broccoli hat offers you a veggie chip? Veggie Vice takes the good green stuff (namely, Broccoli and Zucchini) and turns them into insanely crispy, highly addictive snack chips. They’ve currently got freeze-dried Broccoli Sour Cream and Onion chips, and Zucchini chips. The Broccoli chips use dairy, so they’re not Whole30 compatible, but damn were they delicious! I’m not the biggest broccoli fan, but I could easily eat a whole bag of these. The Zucchini Chips are Whole30 compatible, and they’d make a great addition to your next program!

Ingredients: Zucchini, Sea Salt.

I’m hoping they come out with more flavors, but I’ll happily trade off between broccoli and zucchini until they do. They’re available in my local Sprouts, but you can use their store locator to find them near you. Follow Veggie Vice on Instagram.

Expo West 2026 #1 Pick: Wilde Protein Crackers

Y’all, this was my hands-down favorite snack of the whole show, and it was even more delightful that it’s made by one of my favorite companies and founders (Jason Wright, pictured above). Wilde is famous for their high-protein chicken chips, which were so ahead of their time when they launched in 2015. (My son is obsessed with the Buffalo, and I love the Chicken & Waffle.) They’re chips made from real chicken, averaging between 10-12 grams of protein per serving. Wilde also makes mini-bags, perfect to send in your kid’s lunchbox (or your own).

This year, they debuted their newest product… Protein Crackers. At least, that’s what the package says. Y’all, they should be called High-Protein Fancy-Ass Cheez-Its, and let me tell you, I could not get enough. They’re delicious: crunchy, crispy, cheesy, and yes, packed with protein! But unlike so many other Expo products, protein has been baked into their brand ethos since the very beginning. This isn’t a chip adding protein—this is protein in the form of a chip.

They’re not out yet, and I’m desperately trying to find out when and where they will launch, so standby! Stalk Follow Wilde Chips on Instagram.

Expo West 2026 breakout star: Sourmilk

Sourmilk Yogurt made a big splash at Expo. It’s Greek yogurt, low in lactose, high in protein (of course), and insanely creamy. It boasts more probiotics than typical Greek yogurts, contains no added sugar, is made from organic grass-fed dairy, and has been called “the whipped cream of yogurt.” Also, their socials are a WILD RIDE.

The company is women-founded, from two best friends in New York who used to work in VC. I’ve already reached out to say, “If y’all ever do a raise, I’ll be first in line.” I think you’ll see Sourmilk in many retailers this time next year, fingers crossed.

Expo West: Honorable mentions

These were fabulous finds that are worth calling out—and worth you seeking out at your local grocer or online.

Little Lads Spicy Dill Pickle Popcorn

First, to my delight, the pickle-flavored-everything trend is still alive. Next, I’m a huge popcorn fan, but not the bagged stuff. I find it super-dry, lacking depth of flavor, or both. I tried plenty of popcorn at Expo, but walked away disappointed each time. Until Little Lads! This is good popcorn! It wasn’t dry, and the dill pickle flavor was delicious. I didn’t try all of their flavors, but I’m intrigued by Vermont Maple Buttah.

Siete Sourdough Tortillas

Siete never misses, and this Expo was no different. They debuted a new “Sourdough” Tortilla, and it was nothing short of magical. It’s made from cassava, but giving major sourdough vibes. The texture is soft and smooth like flour, the flavor has that mild sourdough tang, but they’re 100% gluten- and grain-free. They’re launching in Texas HEBs this month, with more nationwide retailers to follow in early spring. Follow Siete on Instagram.

Zingha Aromatherapy

Remember a few years ago, I introduced you to Boom Sticks? This year, Zingha also caught my attention. They’re essential oil nasal inhalers (aromatherapy) designed to improve your mood, relax you before bed, clear your sinuses, or relieve stress. (And you can get both nostrils at once, which I love!) I grabbed a sample of the Boost, which is Eucalyptus, Tea Tree, Rosemary, Sweet Orange, Lemon, and Peppermint. I’ve been using it daily; you can get 4 for $20 (and a variety of flavors/scents) on Amazon.

Gutzy Prebiotic Pouches

Thanks to (again) GLP-1 use, pouches, smoothies, and other easy-to-digest, nutrient-dense snacks or mini-meals are on the rise. I’ve been eating baby food pouches for years during travel or hikes, but Gutzy pouches are all grown up.

They launched two new protein-added varieties at Expo, featuring 7 grams of pea protein and a touch of monkfruit. All of their pouches (which they call “smoothies”) feature 7-8 grams of fiber per serving, and are packed with prebiotics. Plus, the five non-protein versions are all Whole30 compatible! These are such a fantastic addition to your mini-meal, snack, or on-the-go travel stash, as you can keep it out of the fridge for a whole day (as long as it’s not exposed to extreme heat). Use their store locator to find Gutzy near you, and follow them on Instagram.

Want to know more about anything I’ve shared here? Excited about any (or all) of these products? Leave a comment; they’re open to all today!

XO, MU

Leave a comment

This is my weekly series for subscribers only, where I’ll share things that caught my eye this week in a fun and flirty way (kiss), a sustainable way (marry), or a not-so-good way (kill). And yes, this trendy game is technically “f***, marry, or kill” but we run a family-friendly-ish show around here.

Kiss (things I like right now)

🎧 The Hunting Wives, May Cobb (←listened with my ears)

After all of my non-fiction survival/adventure reads (I’m currently on my third in a row) I needed a little ear candy, and The Hunting Wives did not disappoint, except for the places where it definitely was disappointing. Listen, sometimes you have to suspend all disbelief for a book to work. (See: The Family Game.) This one was no different, in that (a) the “sexy” stuff was actually tremendously problematic (not illegal but HELLO) and (b) the protagonist kept making dumb decision after dumber decision, to a degree that I actually kind of hated her. Her lustful urges overpowered any semblance of executive function at every potential opportunity (bitch, are you a 14-year-old boy?) but that didn’t stop me from waving my hands in the air like I just did not care! I believe this is now a Netflix show, which I will not be watching because I can’t be this annoyed all over again, but the book was nothing but candy, and I did enjoy it far more than I hated it. Say it with me: BEACH READ!

Enjoy these awful women

📖 The Half-Hearted Queen (Shattered King, Book 2) Charlie N. Holmberg (←read with my eyes)

The Shattered King made the Marry section of my Best of 2025 book list. I gave it 7 stars out of 5, and pre-ordered the sequel the moment I finished it. Then I had to wait six months for the release—and it was worth the wait, mostly. First, to be fair, I dove into this between my second and third non-fiction adventure/survival book. It’s hard to go from parasitic infections in the Amazon and clubbing baby seals while stranded in the Antarctic to “a fantasy romance where a country healer and a cursed king have to save the kingdom using magic and love.” It was a record scratch. And though I didn’t notice any of this in the first book, I found myself rolling my eyes in the second with the exhausting “will we, won’t we” star-crossed lovers storyline. (They both need therapy.) BUT I loved it, and the second story delivered in a completely satisfying way, right up through the end. (And yes, it was the end—this is a duology, and I was impressed with how well it completed the series without feeling rushed.)

The Part 2 we've been waiting for

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First, if you aren’t embarrassed, it’s not embarrassing. I live by this credo. As such, I have taken potentially very embarrassing scenarios and decided not to be embarrassed by them.

• A beaded hair extension slid out of my hair and floated to the floor right in front of a man at the gym. He looked horrified, probably assuming I had radiation poisoning.

• That time I moved out of the way on a plane, not realizing there was a little step up to the seats, and fell ass over teakettle into the row. Like, I FELL fell, all the way to the ground, and he had to help me up because of how awkward a position I was in. (Luckily nobody was sitting there yet.)

• Just last week, I forgot the term “memory consolidation” in a podcast interview with a longevity expert. When the words wouldn’t come, I said, “you know—brain stuff.” (If you hear that podcast once it comes out, please laugh along with me.)

However, there are everyday actions I do find embarrassing, so I am very careful when I perform them. Objectively, there is nothing embarrassing about these things. Telling myself that does not help; I don’t make the rules.

1. Walking my dogs when a car is coming towards us

What if my dogs pull me towards the car? What if I trip walking? What if I drop the phone, coffee, or poop bag I am holding? Am I walking okay? (Like, in a straight line, with a normal gait, and good posture?) If a car comes up behind us, I do not care. This is only when the car it coming towards us. Once I dropped both pup cups in the street right in front of a man walking his dog towards us. This was not embarrassing, Had he been in a car, I would have been mortified.

2. Pulling into an automatic car wash

It’s positively diabolical to make me fit my left front tire into your tiny little track. If you really wanted me to nail this, you would have made the approach straight on. Instead, you force my SUV into the tightest possible corner, then immediately expect me to straighten out the wheel while fitting my tire into a guide that has very little clearance. I JUST KNOW the teenage attendant is judging me as he points his finger to the left or right. I pretend I can’t see him once I’m in neutral. I know he can see me.

3. Picking up my dog’s poop

Everybody’s dog poops. Everybody picks up their dog’s poop, because we are good citizens. But if I ever pass someone picking up their dog’s poop, I avert my eyes. It feels too intimate. I would appreciate the same courtesy, especially if I’m trying to balance a tray with an iced decaf and two pup cups while picking up said poop, and you’re in a car coming towards us. (We’ve established this.)

4. Reading a card while the person watches you read it

I don’t care if it’s three words, I would like to read this card in private. This is especially true if it’s a long handwritten message. My face cannot maintain a delighted expression for this long. What if I start to smile, but the message is more serious and I have to fix my face halfway through? I am going to start saying, “I will read this with my back to you, it’s more meaningful that way.” They will be too confused to argue. My son is the only exception, because he is the exception to basically everything.

5. Walking up stairs at the gym

My balance isn’t always great, especially when I’m tired or my concussion symptoms flare. Will holding the banister make me look elderly? Should I be walking up the stairs faster? We are at the gym. Maybe I should be jogging? I could also take them two at a time, because they’re not very tall. But that might look unnecessarily aggressive. Damn it, someone just beat me to the stairs. Now I need to walk very slowly because otherwise I’m looking at their butt. But is someone behind me? I’m definitely holding the banister.

6. Sneezing in public

I recognize sneezing is an involuntary physical reaction, but I will do whatever I can to hide it. If I can suppress it, I will, even if it looks like I’ve had a tiny seizure. Sometimes that doesn’t work, and then it comes out so strangely it draws even more attention, and nobody knows whether to say “bless you” or not. If I have to sneeze-sneeze, I’m horrified. I want to stand up and yell, “I’m NOT SICK someone’s perfume is just VERY INTENSE.” Thank god I’m not a multiple sneezer, I might not ever leave the house.

7. Someone stopping by without calling

Unless my home is immaculate (right down to the dog treat cabinet) and I am dressed for a keynote speaking event, please do not just “stop by.” This happens often, however, because my husband’s friends are always borrowing or returning camera equipment. I try to hide but he always says, “Babe, come meet Matt,” and then I have to accept the fact that his friend thinks I am a “before” in What Not to Wear and my house has been recently robbed, because why else would it look like this? The only upside is that when I see this friend again during a night out or an event, he is stunned by how attractive I actually am (by comparison). Maybe this one isn’t so bad.

8. Using the big shopping cart

I am just one person shopping, therefore I need the half-size cart. If I have a big cart, I’m certain it looks like overkill. Why is she planning to buy so much food? What kind of foods take up that much space? Not vegetables. Those are small. Is it toilet paper? Toilet paper is SO bulky. How much is this person sh*tting? Also, how am I going to fit this cart down the aisles with other big carts? There will have to be these awkward “I’m going to squeeze through,” then I can’t squeeze through, then our carts get stuck together. Smaller carts are like the Porsches of shopping carriages. And even if my small cart is piled to eye-level, it’s still holding less than a half-full big cart. We don’t need to test this theory.

9. Using a shopping cart with a bum wheel

I always test the carts, but sometimes the squeak, shake, or noise doesn’t show up right away. Everyone is looking at me. I can’t even pick the right cart. This was the worst at Target, because I’m already buying shit you know I don’t need. I want to apologize to everyone I pass, even though it’s the store’s responsibility to ensure their cart wheels are aligned and well-greased. This is why I like Trader Joe’s. The only cart is the kid-sized, which I am clearly too tall for (even though it’s the perfect size), so I use my reusable shopping totes to carry my purchases.

10. Jogging/running in normal clothes

I ran an errand not far from my house last week. I had to cross a very busy multi-lane road to get home. There is a crosswalk, but it was a block out of my way. I decided to wait for a break in traffic and walk. I saw the break, started to cross, then noticed another car had pulled into the street. I had to jog to make it safely. I was wearing jeans and sneakers, but I was carrying a purse. I would do anything to not run with a purse. If I’m jogging in street clothes, I want to look athletic. I am a runner. I want you, in the car, to know that jogging across this road feels effortless for me. You cannot be athletic with an oversized navy suede purse. I should have used the crosslight.

What am I missing?

Are there things not on my list that you find terribly embarrassing? Please share so we can either feel better that I’m comfortable with that, or add yet another thing to our own lists.

XO, MU

This is my weekly series for subscribers only, where I’ll share things that caught my eye this week in a fun and flirty way (kiss), a sustainable way (marry), or a not-so-good way (kill). And yes, this trendy game is technically “f***, marry, or kill” but we run a family-friendly-ish show around here.

Kiss (things I like right now)

📖 Endurance: Shackleton’s Incredible Voyage, Alfred Lansing (←read with my eyes)

This book was written in 1959, and is still considered the definitive account of Sir Ernest Shackleton’s ill-fated 1914 expedition to the Antarctic. I have never been so on the edge of my seat. Also, I would never have believed this tale was real, had I not read about Lansing’s meticulous research. (He interviewed many of the surviving crew members, and used their personal diaries to piece together the full account.)

In 1914, Shackleton (an accomplished Antarctic explorer) led a party of 28 men, with a goal of being the first to cross the content of Antarctica. Their ship became stuck in ice floes (and eventually crushed) in the Weddell Sea—about 300 miles off the coast of Antartica, and described as “the most treacherous and dismal region on Earth.”

The book spans the next two years (!) as Shackleton and his men desperately try to survive in the most inhospitable environment you could imagine. I won’t share more, because I need you to read this book for yourself.

I have read some unbelievable tales of adventure and survival: Into Thin Air and Unbroken are two of my favorites. But Endurance tops them all (or at the very least, ties with Krakauer). This has sent me on a trek for more non-fiction historical adventure books; I’ve got at least three in my TBR pile as we speak. (Also, my fiction audiobook is vibing with my non-fiction read again this week! Standby for that review.)

READ THIS I ORDER YOU

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This is the very first recipe I’ve ever shared in my newsletter, and I chose carefully. Kat Ashmore is a dear friend, a force in health and wellness, and a talented home chef. Kat is famous for her “Hungry Lady Salads,” and with this recipe, she proves that a hearty, delicious salad doesn’t need lettuce.

This Spicy Nut Butter-Noodle Salad is one of my favorite recipes from her newest cookbook, BIG BITES: TIME TO EAT! It’s gluten-free, dairy-free, and can easily be made soy-free, grain-free, and free from added sugar. I’ve included Whole30 modifications below, too.

Let me know whether you want more recipes in the comments! I have so many talented friends, and I’d love to share their favorite meals with you here.

Spicy Nut Butter-Noodle Salad

from BIG BITES: TIME TO EAT! by Kat Ashmore

Here are spicy, luscious, slurpable takeout-style noodles you can make at home, and preferably eat them on your lap while watching a Netflix movie. The cucumber and roasted nuts are added here for crunch and freshness (which also means it qualifies as a salad, right?).

I use a mandoline to get paper-thin slices of cucumber, but feel free to use a sharp knife. Do slice the cucumber into rounds rather than dice it, so the cucumber can be picked up along with the noodles for each bite; that works better than watching the diced cucumber sink to the bottom of the bowl.

Makes 6 servings • Cook time: 4-10 minutes

SPICY DRESSING

• 2 tablespoons toasted sesame oil

• ¼ cup smooth almond or peanut butter

• ¼ cup soy sauce

• 2 tablespoons rice wine vinegar

• Zest and juice of 1 lime

• 1 tablespoon honey

• 2 to 3 teaspoons sriracha (or chile-garlic paste)

• 1 garlic clove, grated

NOODLE SALAD

• 1 pound dried rice noodles (with spaghetti thickness)

• 1 medium English cucumber, very thinly sliced on a mandoline

• 2 large carrots, grated

• 2 scallions (white and green parts), thinly sliced

• ¼ cup chopped roasted cashews

• Kosher salt

To make the dressing: In a large bowl, combine the toasted sesame oil, almond butter, soy sauce, rice wine vinegar, lime zest and juice, honey, sriracha, and garlic. Whisk until smooth and well combined. Set aside.

To make the salad: Bring a large pot of salted water to a boil over high heat. Cook the noodles according to package instructions (mine are usually 4 minutes). Drain and rinse under cold water, shaking off any excess.

Transfer the noodles to the bowl with the dressing. Toss the noodles immediately with the dressing to prevent them from sticking to each other. Then add the cucumber, carrots, scallions, and cashews, and toss to combine once more. Season with salt to taste and serve.

Buy BIG BITES: TIME TO EAT!

MU’s notes

Here are my tips for making this salad:

• A mandoline gets your cucumber slices uniformly slim. Here’s the one I have. It’s adjustable in terms of the thickness of your chop, and it has built-in safety features so you don’t shred your knuckles.

• If you need to make this nut-free, you can use sunflower seed butter in the dressing and sub sunflower seeds for the cashews.

• I add protein to this salad to make a complete meal. I love it with shrimp, shredded or chopped chicken, or ground turkey. Cook your protein separately (or buy it pre-cooked), then mix it with the veggies before you dress with the sauce so it all gets coated in that nutty goodness.

• If you wanted to add even more veggies, you could use julienned red bell pepper, mung bean sprouts, sugar snap or snow peas (cut on the bias), or shredded red cabbage.

• Double the sauce, trust. You may want more if you’re adding protein, but it also makes a delicious dip for raw veggies. Store extra dressing in an air-tight container in the fridge for 7-10 days.

Whole30 modifications

It’s easy to make this delicious noodle salad Whole30-compatible! Here are the substitutions or omissions you’d make during elimination:

• Use unsweetened almond butter in the dressing

• Use coconut aminos in place of soy sauce in the dressing

• Omit the honey in the dressing

• Ensure your sriracha or chile-garlic paste (in the dressing) is Whole30-compatible

• Use veggie noodles (zucchini, butternut squash, spaghetti squash, sweet potato) in place of rice noodles

If you wanted to use this recipe for your Whole30 reintroduction, here’s what you could add back in, keeping the other Whole30 modifications from above:

• Use sweetened almond sunflower seed butter and honey for Added Sugar day

• Use unsweetened peanut butter and soy sauce for Legume day (you could even add pan-fried tofu, steamed edamame, or roasted chickpeas)

• Use rice noodles for Non-Gluten Grain day

• Use whole wheat pasta for Gluten Grain day

Excerpted from BIG BITES: TIME TO EAT! By Kat Ashmore. Copyright © 2026 by Kat Ashmore. Used by permission of Rodale Books, an imprint of Random House, a division of Penguin Random House LLC, New York. All Right reserved. No part of this excerpt may be reproduced or reprinted without permission in writing from the publisher.

This is my weekly series for subscribers only, where I’ll share things that caught my eye this week in a fun and flirty way (kiss), a sustainable way (marry), or a not-so-good way (kill). And yes, this trendy game is technically “f***, marry, or kill” but we run a family-friendly-ish show around here.

Kiss (things I like right now)

📖 The Wondrous Life and Loves of Nella Carter, Brionni Nwosu (←read with my eyes)

UGH I LOVED THIS ONE SO MUCH. Nella was born enslaved in the 1700s, but during a near-death moment, is offered the chance to continue living… forever. The catch is, she has to prove to Death himself that humans are inherently good, and there is enough true beauty in the world to save them all. Thus unravels a tale across centuries, cultures, and literal lifetimes. Nella discovers the joy and pain of loving and losing over and over again, as she and Death become more entwined. (The evolution of Death as a human-like character spools out brilliantly.)

This one has the same vibes as A Short Walk Through a Wide World and especially The Invisible Life of Addie Larue, two of my favorite books of all time. This tale, however, is unique in that it creates, “a world of magical realism that incorporates an African-American historical perspective.” (I am always looking to diversify my bookshelf.) I cannot believe this is a debut novel??? To call it “lyrical” is under-selling it—this story, and Nella herself, are downright magical.

I don’t want to give too much away, but of course in the end, it all comes down to love. Will Nella ever keep hold of the love she so deeply craves, or will Death’s pessimism destroy them all?

See it on Amazon

😴 Lost Range CBD + CBN sleep gummies

During the period when Henry and Brandon were snoring (and before I discovered Ozlo Sleepbuds), I was trying everything to help me sleep better. I’m not convinced long-term melatonin use is safe or healthy, even if I’m generally in good health. (Plus, the dose of melatonin gummies is often way higher than you really need.) I was already taking magnesium in the evening. So I turned to the world of CBD sleep gummies.

I’ve messed with CBD here and there, but sometimes it leaves me agitated. (Nobody can explain it, but I’ve repeated the experience enough to know it’s true.) However, many brands of sleep gummies now contain small amounts of CBN (cannabinol, a mildly psychoactive compound with potential sleep aid/sedative effects), and tiny doses of hemp-derived THC (the psychoactive component of cannabis that gets you high).

Obviously, as someone in recovery, I am deeply averse to using THC. However, these gummies contain less than 0.3% active THC by weight, which is federally legally per the 2018 Farm Bill. (Note, some states vary in terms of THC allowance, so please check your state’s regulations.) It’s also such a tiny amount that one gummy should not give you any psychoactive effects—but can help you relax and fall asleep.

I tried three different brands over the course of a few months, with varied success:

Feals Sleep Gummies: Contains CBD, CBN, and 1.5 mg THC. I tried these for about two weeks, with one major issue—they varied tremendously in terms of how I felt. I’d take 1 gummy, and sometimes not notice anything at all. But one night, 1 gummy sent me over the moon. (Like, I felt high.) I am wicked sensitive to THC, so this may not be a normal experience, but I hated it. After that experience, I abandoned them.

Sunday Scaries: Contains CBD, CBN, 2.5 mg THC, and other relaxing ingredients like L-theanine, magnesium, and melatonin (just 1 mg). However, I didn’t want melatonin, so that was a negative for me. Also, my first bottle arrived and all the gummies were clumped together in one messy brick. Apparently, they’re very heat sensitive, and in a plastic bottle, they melted before I even opened the bottle. They were cool about it and sent me a new bottle, but the texture was still a pain, and they didn’t do anything for me.

Lost Range: Contains CBD, CBN, 1.45 mg THC. This dosage was about the same as Feals, but never once did I have an inconsistent experience in terms of effect. I started taking 1/2 a gummy to be safe, then went up to a full gummy about a half-hour before bed. I slept better! They really do relax me. They have no negative effects whatsoever, they don’t make me feel weird, and I love that the ingredients are clear and simple. I’ve had these on subscription for three months now, and highly recommend you start here.

While the Ozlo were the real MVP in terms of my sleep quality, I’ve kept Lost Range in my repertoire because I really do notice when I forget to take them. Plus, the company is Colorado-based, I’ve known them for years, and they’re really good people. (I love giving money to small businesses run by people who share my values.)

Use the code WHOLE30 and save 30% on your Lost Range CBD purchase.

Note: Lost Range is a Whole30 Approved partner for many of their CBD products. (Gummies don’t fit, as they contain added sugar.) However, I have bought every bag with my own money, and this article is not sponsored. In fact, they didn’t even know I was writing it before I sent it to them for an accuracy review. (Hi, Matt and Given!) For a deep dive into CBD, CBN, CBG, and THG, see this comprehensive FAQ.

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Dear MU,

Having sex when my mental health is off is a real challenge; at that point, sex is the last thing I’m craving. (Honestly, sometimes sex can be a challenge even when my mental health is good!) I’m curious if the drive comes naturally to you during these times? If not, do you have to tackle it like the gym, or give yourself a pep talk that this is a good thing to check off your wellness list? — Not in the mood

In Part 1 of this 2-part series, I talked about the difference between desire and arousal, the two different Desire Types, and the five different Arousal Types. I also gave you some homework to help you learn what makes you feel sexy, gets you in the mood, and helps you feel aroused. (If you haven’t read that yet, please go back—you’ll need it for this part.)

Today, I’ll share more about the Responsive desire type, and how you can take matters into your own hands (sometimes literally) to help you “prime the pump” for sex with your partner.

Review: desire vs. arousal

Sexual desire: Also known as libido; having an interest in engaging in sexual activity. A mental process; how often you think about or want sex.

Sexual arousal: How excited or turned on you get when you anticipate sex or engage in it. A physical process, as evidenced by the changes that occur in your body and genitals.

Review: Arousal Type

According to Petra Zebroff, PhD:

Sensualist: You’re into erotic touch, sight, smell, sound, and taste. Making out, your partner’s touch, a musky candle, a sexy song, dirty talk, flavored massage oil, or the feel of silky sheets all turn you on.

Behavioralist: You have specific tastes and know what you like, and it often requires imagination and thinking about the act of sex. You may be into sex toys, porn, spicy books, erotic podcasts, role playing, and trying new things in the bedroom.

Intimate: You need to feel close to your partner—a deep emotional connection is what really turns you on. Long conversations, undivided attention, and sharing vulnerably gets you in the mood to connect physically too.

Attractor: You get turned on when you’re turning your partner on, and you like to feel pursued. You’re into sexy lingerie, a little teasing, taking the lead, making them wait—the more excited they get, the more aroused you get.

Equalist: You might be a mix of all four! Maybe different moods call for different forms of stimulation, or you just like exploring all aspects of sensuality.

Also note that different sex educators categorize arousal types differently. For example, Doctor of Human Sexuality Emily Morse adds an “Adventure” type to her list. The more time you spend on what actually turns you on, the easier it will be to translate that knowledge into action.

You might want to open a private internet browser for this next part.

Clear is kind

If you’re a Responsive desire type, remember, you’ll have to get into the act before you can really get into the act. Asking your partner for more foreplay, kissing, touching, and romance (whatever that looks like for you)—and being specific—is the first step in syncing up rhythms. In relaxed moments outside of the bedroom, continue the conversation you started a few weeks ago. Tell them the things they do that really get you in the mood. Tell them the things you do that really get you in the mood.

Everyday activities like a long hug from behind, an appreciative compliment spoken softly into your ear, a longer-than-usual goodbye kiss, or close-to-rated-R snuggle session on the couch can definitely put sex on your radar, but the key is taking the pressure of sex out of the equation in the moment. If every time your spouse grabs your butt, it only means “I want sex now,” it can quickly pump the brakes on your arousal.

You may need to say this out loud. “When you kiss me like that, it’s a super turn-on. Can you do that more outside of sex? Like on a random Tuesday when we’re just passing by in the kitchen?” Those moments add up, and after a few days of conscientiousness, sex may feel easier to initiate.

Bonus: See if they’re up for the experiment of a week-long sex moratorium, with the intention of doing anything and everything but. This can mean anything you want, from “all clothes stay on” to “everything but penetration.” Trust me when I tell you this can be a GAME-CHANGER, ahem.

If your arousal type is Intimate or Attractor, explain what that means, and use examples of experiences you’ve had together that really worked for you. Because of the way our society portrays “arousal,” they’ll likely immediately get it if you said, “I need more kissing/rubbing/fingering,” but you may have to explain that long, deep conversations; emotionally charged conversations; adrenaline-fueled activities; or watching them get turned on turns you on.

Frame these conversations as, “I’d like to have more sex, and I think you would too. These are the things I’m actively learning and pursuing to make that happen.” It’s sexy when your partner takes responsibility for their own needs, feelings, and pleasure! Perhaps you’ll inspire your partner to do the same kind of “research,” or at the very least, keep talking with you about it.

Prime your own pump

There are certainly things my husband does that get me in the mood, but I often start the process myself, because then I get to choose my own adventure. I’m a Behaviorist, so I find it highly effective to use my own imagination, toys, or smutty books or videos to get things started, then jump my Spontaneous desire husband when my engine is already revved. (Then, anything he adds to the mix with touch, talk, or his desire is just icing.

Here’s a long but not at all comprehensive list for all of the Arousal types:

Keep a stash of smutty books on your Kindle • Flip through a graphic comic book • Don your headphones for a spicy podcast while you meal prep or commute home • Watch a sexy movie • Discover some categories of porn that really do it for you—without judgment. (Research says that 97% of fantasies fall into the same broad categories: multipartner sex; rough sex; novelty and adventure; voyeurism and fetishes; non-monogamous sex; deeper emotional connection; and gender fluidity. If any of this rocks your boat, that’s totally normal.) • Or start with ethical porn, where everything is consensual, diversity is celebrated, women are treated respectfully, and the pleasure is real.

Buy some sexy lingerie, satin sheets, a delicious-smelling lotion or body oil, or a luxurious foaming bubble bath. • Put on a sexy playlist (I made one called “Let’s Make Out” on Spotify.) • Take a sensual dance class. • Sext with your spouse (consensually) while they’re grocery shopping or at work. • Leave a sexy note in their work bag • Fantasize or reminisce about sexy experiences. • Start experimenting with different sex toys. (I have a stash—maybe another article?) • Masturbate—even if you’re not totally in the mood, because it’ll get you in the mood.

All of these work especially well if you’ve got a sex plan on the horizon. Our “code” is, “Hey, can we have sex...” Not very code-ish, but it lets me know it’s on his mind, then I’m thinking, “How/where/when can I get in the mood?”

Also, do a little groundwork. If your bedroom is cluttered and messy, that might not feel sexy. If you’ve been silently seething about that thing he forgot to do, clear the air. If the dog is maintaining full eye contact, put him outside. If you’re always too busy, block it on the calendar. For real.

Bonus: Schedule a recurring sex date. I know, it sounds "corporate,” but sex educators say making time for something you both want sends a strong message to your partner, and blocking out 60 full minutes on your calendar to do nothing but spend time together naked gives you aaaall the time in the world to get responsive.

Let’s talk about sex

One of the things I’ve found in my own life is that the more I talk about sex, read about sex, learn more about my body and sex, figure out what I like sexually, and share these conversations and learnings with my husband, the more I want to have sex—the hot kind, not the obligatory kind—and the better the sex is.

What has this series sparked for you? What do you want to talk more about? Share any and all thoughts in the comments, because this is a judgment-free zone and somebody out there must want to know more about butt plugs.

Leave a comment

This is my weekly series for subscribers only, where I’ll share things that caught my eye this week in a fun and flirty way (kiss), a sustainable way (marry), or a not-so-good way (kill). And yes, this trendy game is technically “f***, marry, or kill” but we run a family-friendly-ish show around here.

*Sorry for the sleep teaser I shared in the email subject line! That’s coming up soon I promise ❤️

Kiss (things I like right now)

🎧 The Family Game, Catherine Steadman (←listened with my ears)

What a delightful thriller!!! Can you sort of kind of guess where it’s going? Probably. Did that diminish the adventure? Not one bit. This was one of those, “How would I handle this?” stories. (I’m very brave sitting safely at home, let me tell you.) Truth is, I’d probably have done exactly what the protagonist did, although probably not as cleverly. The plot was unique, elements of books and authorship are always a draw for me, and this family is both uber-rich and UNHINGED... I like it!

A few things: The author narrates her own books, which (again) is usually a red flag, but her narration and crisp British accent are impeccable. Also, I came to this book from another one of hers, Something in the Water. This one was also very good, but you have to overlook all of the tremendously stupid things the protagonist does. Like, I was screaming at the book, “DO NOT (do that thing) because EVERYONE KNOWS (this is what happens).” However, the story was good enough that I let it slide, and maybe there are one or two people who do not know these things?

I had no such feelings about The Family Game, however, which is why that’s the one I’m sharing here. And I have another one of hers in my Libby queue, because she’s two for two, and I love a good audio thriller snack when my paper book is meaty.

Preview it on Audible

5️⃣ 5 Healthyish Things

I’ve been friends with Derek Flanzraich for a decade. We spoke on a panel together at SXSW in 2018. He founded Greatist, where I was named #19 in their Most Influential People in Health and Fitness list. (He sold Greatist to Healthline in 2019.) He also founded Ness, the credit card that gave you points for healthy spending. (I miss that card!) Basically, he’s a legacy force in health and wellness, and a wildly successful serial entrepreneur.

His newsletter, 5HT (5 Healthyish Things) is one of the few I read top to bottom, every single issue—and I reply back to at least half of them. Sometimes we agree, sometimes we do not, but what I love the most about Derek is we always have spirited discussions where we both end up learning something. He knows so much about cutting-edge supplements, technology, longevity research, entrepreneurship, and a bazillion other things… and I am his Boundary Phone-a-Friend.

So when he reached out last month and proposed a residency for the month of March, I was like, SAY LESS. Starting next Thursday, I’ll be answering one boundary question a week for his subscribers, and you can read my responses (and get all of his newsletter goodness) at the same time.

Subscribe to 5HT here, and look for my first boundary column next week! Also, read the counterpoint to last week’s AI Health Data Privacy in this week’s issue. (As a person with a uterus, I replied back to him making these same points. I love that he took that collective feedback and shared it with everyone.)

See you at 5HT next week—and let me know if you nailed the answer to my first boundary question. (I suspect some of you might, but a boundary refresher is always helpful.) And as always, if YOU have a boundary question, send it to me at hello@melissau.com. I read every single one of your emails.

Subscribe to 5HT

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I’m a founder and a woman, so it’s no coincidence that the Whole30 team has historically been driven by women. We’ve also partners with dozens of woman-founded and run Whole30 Approved brands since our partner program first launched in 2011.

Today, we’ve rounded up some of the women leading our Whole30 Approved partner brands to share their best piece of wisdom with you. There is something here for founders, women in male-dominated fields, women building their careers, or women entering the job market. (And if you’re a man, you’d benefit too!)

Q: What is one piece of advice or guidance you would give to women in business?

Madeline Haydon, founder of nutpods

My professional network is one of my most valuable assets. I’m not talking about random connections via LinkedIn; I’m talking about cultivating and building a network to help you learn, grow, be curious, and be inspired. While AI can serve up information, it cannot open relationship doors for you. A network allows access to people, internships, information, and interviews. And along the way, you’ll find some of your network connections becoming friends, advisors, or colleagues. As James Bond reminds us in Skyfall, “Sometimes the old ways are the best ways.”

My professional network is one of my most valuable assets. AI cannot open relationship doors for you.

Floritza Gomez, founder of Floritza’s Flavor

Break the barrier before you’re invited through it. Too many women wait to be chosen, funded, approved, or validated. I haven’t had perfect conditions, capital, or guarantees. But I had a vision, discipline, and conviction. That’s what builds my company. You don’t need permission to build something powerful. You need persistence, courage, and the willingness to keep going when it’s uncomfortable. The women who change industries are not the most resourced. They’re the most relentless.

Amylu Kurzawski, founder of Amylu

I began my career in the meat industry in 1975. It was primarily a male-dominated industry. Fortunately I had a strong role model—my grandmother “Tillie.” She was the backbone of our family sausage business, and instilled the values I have followed throughout my career:

• Take one day at a time, and reflect on what you can do better the next day

• Set your standards high, keep raising the bar, and learn something new every day

• Take ownership

• Surround yourself with good people, and shut out the negative noise

• Acknowledge what you do not know, and admit your mistakes

Thirty-one years ago, I launched Amylu Chicken Sausage. It seems like yesterday! I was fortunate to take the advice from a dear friend and mentor, whose words of wisdom still ring true for me: “Even if you are not the first, remember to be the BEST in everything you do.”

Kerry Song, founder and CEO of Abbot’s

You don’t have to harden to succeed. Some of the most powerful leadership traits I’ve developed came from staying soft, intuitive, and deeply human. Empathy, discernment, and the ability to truly listen are not weaknesses in business, they’re strategic advantages. You can be decisive and kind, ambitious and grounded, all at the same time.

Riyana Rupani, founder of Everiday Foods

The advice I wish someone had given me is this: Stop waiting until you feel ready, because you probably won’t. Confidence doesn’t come before the leap. It comes from taking it. Start before you have all the answers. Ask for help without apology. Build something that actually reflects who you are instead of what you think it should look like. The world doesn’t need another version of what already exists. It needs you.

Alex Snodgrass, founder of SideDish

You don’t have to do everything on your own to prove you’re capable. Ask for help. Hire help when you can. Surround yourself with people who are smarter than you in their lanes. Collaboration isn’t a shortcut—it’s actually one of your greatest strengths.

Gabriela Salazar, founder of Saucy Lips

Start before you feel ready. When I created Saucy Lips, it didn’t begin in stores. It began at a farmer’s market with a simple table and a big vision. I didn’t know exactly how I was going to grow it. I didn’t have every answer. But I could see it—my products on shelves, reaching people, becoming something bigger. And that vision was enough to take the first step.

You don’t need the perfect plan. You don’t need every detail figured out. If you wait until everything feels ready, you may never begin. Start small. Figure it out as you go. Believe your ideas are worthy. Jump on the opportunity. I’m still building toward the full vision I have for this brand, but I’m further along today because I chose to start.

Mayra Luz Colón, founder of Healthy Rican

Often, we listen to everyone except ourselves. While people may have good intentions, sometimes the advice comes from a place of fear or past personal experience. However, that is their own experience, their journey. Each of us has a unique path, shaped by our interests, experiences, and the things we love to do. When I started my business, I had fears and uncertainty. But I chose to follow my heart and do what felt right and aligned with me. I learned to walk in faith, and never look back.

Jaime Foster, founder and CEO of Georgia Grinder

When I started Georgia Grinders, I learned by doing, asking questions, making mistakes, and sitting at tables where I was often the only woman in the room. The key wasn’t knowing everything; it was deciding I belonged there.

Advocate for yourself early. Negotiate. Ask for feedback. Seek mentors. Confidence isn’t something you wait to feel, it’s something you build through action and community. Don’t wait until you’re perfectly prepared to raise your hand, ask for more, or start the thing. You belong in the room, and the sooner you decide that for yourself, the faster everything changes.

Melissa Urban, founder and CEO of Whole30

I’ve worked with some of the biggest brands in health, wellness, and retail. Brands valued at billions of dollars. You know what I’ve learned? Nobody has their shit fully together. Nobody has it all figured out. Nobody knows what they are doing 24/7. Any time I’m feeling insecure or uncertain of my talents or experience, I remind myself that somewhere at Whole Foods there’s a man in the C-suite who just f***ed up and isn’t sure what to do next. It’s not, “Fake it until you make it,” it’s, “Who you are right now is more than qualified to do what you want to do.”

It’s International Women’s Day every day around here

I’m always thrilled to celebrate the fierce women leading the way in health and fitness. Do you want to shout out a female founder making a difference? Share in comments!

XO, MU

This is my weekly series for subscribers only, where I’ll share things that caught my eye this week in a fun and flirty way (kiss), a sustainable way (marry), or a not-so-good way (kill). And yes, this trendy game is technically “f***, marry, or kill” but we run a family-friendly-ish show around here.

Kiss (things I like right now)

📚 The People’s Library, Veronica G. Henry (←read with my eyes)

I can’t remember where I first saw this book, but I love books about books, so it seemed a natural choice. This one was so inventive. It explored where AI could be headed, the conflict many of us feel about the technology, and what counts as “real?” In a highly integrated world of AI, a librarian named Echo moves to The People’s Library, where “readers” can check out virtual people to have a conversation. You can talk with Mozart, Anne Frank, Copernicus, or Madame Curie! How exciting! But powerful men have much bigger plans for the Library, and Echo is caught in the middle. I found the premise fascinating, the characters so richly developed, and the moral and ethical dilemmas presented incredibly relatable. It’s scary to think we’re not that far off, and even more unsettling that I was asking myself… what would I have done?

See it on Amazon

🎧 Eleanor Oliphant is Completely Fine, Gail Honeyman (←listened with my ears)

This is an older book (2017), and I thought I’d read it. When it came up on Libby, I realized I had not, and borrowed it on audiobook. I wasn’t sure if I’d stick with it, as the first hour was a little… unexciting? And odd? But I’m SO glad I did. Eleanor is an unusual and particular woman who struggles with social cues, empathy, and tact. I found her abrasive and annoying at the start—then one small event completely changes the trajectory of her life. As we get to know Eleanor better, I found her nothing short of endearing—and realized there is so much more to her story. The author unfolds her story so beautifully and with such care. I like books that hurt a little, and Eleanor Oliphant does so in a most tender manner. She is now one of my favorite characters of all time (seriously), and I will recommend this book to anyone who needs a heartwarming story right now. (Which is all of us, right?)

ALSO, when I was in the middle of both of these books, I thought it interesting that both protagonists were portrayed as standoffish, cold, and tactless in the real world, while the reader is allowed to see their vulnerabilities, doubts, and fears. Then I realized that The People’s Library also features a character with the last name Oliphant! (It’s not a common last name.) It felt like a nudge from the universe that my instincts on the link between these two was spot-on.

Also you MUST get this in audio format. It’s one of the best narrations I’ve heard.

It's worth the Audible credit

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I love a good full-circle moment.

I’ve been building Whole30 since 2009. Over the last 17 years, we’ve grown an enormous, fiercely loyal community, and helped Whole30 Approved partner brands like Primal Kitchen, nutpods, Waterloo, and Chomps become household names.

I’ve done a lot through Whole30, but I’ve also been thinking about what’s next for me. Around the holidays, I told my husband, “I want to do something on my own, not through Whole30. I want to find a way to help other founders have the same kind of impact that we’ve had.”

This is when the universe said, “Hold my LaCroix.”

From 2016 → 2026

Nick Gradinger and I met in 2016, when he founded Vessel Kitchen and reached out to talk about their menu. They opened their first restaurant as a Whole30 Approved partner, and Nick went on to scale the business to ten locations, including one in the SLC airport. We’ve been friends and colleagues ever since.

When Nick called a few months ago asking if I’d be an advisor for Pave Health Ventures, his new VC fund, it was like a shove from the universe. I remember saying to my husband, “You know how I’ve been wanting to build on my own work, outside of Whole30? I just got the perfect opportunity—with Nick, no less.”

The most important ingredient

Pave Health Ventures invests early in founders building long-term health solutions for their communities. Their mission is to support better health across every stage of life. They back companies that treat health as a continuous journey and meet people where they are.

For me, this is personal. My life’s work has been empowering people to change their own lives—and to do that, you need trust. Too often, I’ve watched people fall prey to hype cycles, misinformation, and false promises. Through my work at Pave, I can help shape what gets funded, identify founders who deserve your attention, and help move health and wellness in the right direction.

After a month of conversations about expectations, time commitment, and goals, I said yes. Today, I’m proud to announce my role as Advisor in Nutrition, Lifestyle, and Health at Pave Health Ventures.

Learn more about Pave

But what does an advisor do, specifically? Y’all love to peek inside my job, so here’s what this advisory role means for my day-to-day.

Rabbit holes and crystal balls

Pave isn’t my first advisory role. I’m currently an advisor for a few established CPG (Consumer Packaged Goods) brands, and I’ve been involved with VC (venture capital) in one capacity or another for the better part of a decade. Here’s what my role has already entailed, and what I’ll be doing in the future:

Evaluate and report on consumer trends

Through my work at Whole30, I’m at the intersection of food innovation, health trends, and consumer behavior. I’m good at spotting trends before they blow up, often reading between the lines based on what I’m seeing from my community. I see just as much pseudo-science as I do credible scientific research, and through my connections, can help Pave differentiate between the two. In my advisory role, I’ll guide Pave towards science-backed trends with real staying power, and away from those which are not well supported or destined to flame out.

How this looks: We’ve already had a long conversation about GLP-1s, the impact on consumers’ food choices and buying habits, and where I think CPG is going in response. This can help Pave view potential CPG partners through this lens. GLP-1s aren’t going anywhere, and though large brands are trying to evolve, they’re doing it slowly, and often inadequately. There is a real opportunity for smaller brands to capture a much bigger market share here.

Evaluate brands and products

Pave has already sent me brands of interest and asked for my input. First, I’ll research the brand, founders—their story, their mission, and the science behind it (where applicable). I’ll review their social presence and community to see what their customers are saying, and how the brand responds.

I’ll look at the brand or product as part of the larger health, food, or wellness landscape. Who else is in their category? What risks are present in the category? What opportunities exist? Where could this product and brand go in the future? What are the persuasive marketing angles, and what are they missing?

I’ll also reach out to knowledgeable contacts in my network to get their thoughts on the product formulation, ingredients, or current research. Ideally, I’ll also test the product for myself.

How this looks: Last week I evaluated a new “functional” product. (I can’t say which, though!) I was able to provide Pave with feedback on the product itself, the competitive space, consumer and expert sentiments around this category, areas of opportunity, and the specific ways this brand could potentially rise above the noise. I also tapped a food scientist at another company to advise me on one of this brand’s key functional ingredients, and passed that knowledge along to Pave.

Scout brands and products

Through Whole30, I see a lot of new brands and products. Some aren’t yet on the market, some are just launching, and others are looking to innovate or grow. I’ll be evaluating these brands through both a Whole30 lens and a Pave Health lens going forward. Are their products a fit for the Whole30 community? Are they a fit for Pave? I’ll reach out to founders to learn more, and preview my finds with the team at Pave. Ideally, I’d like to find at least one brand that is a great fit for Whole30 and Pave. If I can both invest in a brand and have a hand in their success, that is a huge win-win-win for all of us.

How this looks: I’ll be at Expo West in Anaheim in two weeks. Expo West is the world’s largest trade show for the natural, organic, and healthy products industry. Though it features home, personal care, and supplements, I’m there for the food and drink. This is a prime opportunity to network, scout new brands and products, and spot trends. (Fun fact, I first shared about a new brand called Siete at Expo West, back when they were selling their almond flour tortillas locally in Austin!)

Advise current Pave brands

I’ll also be a resource for Pave’s portfolio companies. I’ll use my experience and connections to offer guidance on everything from new product innovation to marketing, community building, establishing a competitive advantage, and navigating challenges. My goal is to help Pave’s investment brands grow and succeed in a sustainable way, so they can have a lasting positive impact. (I haven’t done this yet, as my advisor role is new, but I’m looking forward to it!)

A day in the life

I’ve been on board for a few months now. Here is the first phase of one specific CPG product they wanted to get on my radar.

• Texts from Nick: “Can I send you this product? Want your input.”

• An hour-plus down the research rabbit hole.

• A week of testing this product for myself.

• An email to a food scientist in my network: “I’ve seen the research on this ingredient, but how much is too much?”

• A quick gaze into my crystal ball. (Sadly, this does not exist, but I am thinking about what I’m seeing now, and what I think we’ll see next.)

• A Google doc for Pave, with my detailed review, research, links, and recommendations for next steps.

To be clear, I’m not running the fund. I’m not making final investment decisions. I’m not sitting in a boardroom giving speeches. I’m doing what I’ve always done: connecting with people, discerning what’s real and what’s noise, and finding people who are building a brand worth trusting.

Let’s talk at Expo West

If you’ll be in Anaheim in early March for Expo West (or know a brand who is) and want to talk more about Pave Health Ventures, drop a comment or send me a DM on Instagram! This year, I’ll be scouting the show through both a Whole30 and Pave Health lens.

If you want to hear more about what an advisor does, how it works, or how this fits into my work at Whole30, you can ask those questions too. I’m always happy to share more behind-the-scenes of my day-to-day. Learn more about Pave Health Ventures here.

If you care about where the future of health and wellness is headed, Pave is a fund worth paying attention to. I’m really proud of this role, and I can’t wait to share what I’m seeing.

XO, MU

This is my weekly series for subscribers only, where I’ll share things that caught my eye this week in a fun and flirty way (kiss), a sustainable way (marry), or a not-so-good way (kill). And yes, this trendy game is technically “f***, marry, or kill” but we run a family-friendly-ish show around here.

Kiss (things I like right now)

📚 So Very Lucky, Caitlin Devlin (←Kindle First Reads)

First Reads are always a crapshoot. There aren’t usually many (or any) reviews, so you’re just going on the description and vibes. This one sounded very Daisy Jones in a candy-pop way. A T-Swift-level famous pop star has an accident during a concert. Her fans fear the worst, but she pops up a few days later on social media—bruised, shaken, but otherwise optimistic.

Her ex-girlfriend, Stevie, has been haunted by their relationship since they broke up a decade ago. She’s never gotten over their young love, and watching Calista skyrocket to fame from a distance leaves her depressed and more than a little obsessed. So when Calista reaches out to reconnect post-accident, Stevie blows her whole life up to rush to her side. (I won’t say more, because IMO the the official synopsis says too much. Trust me, just jump in.)

Stevie is painted far more deeply than I expected. All the characters are, in fact, thanks to a combination of diary entries, reflections, and nicely done show-don’t-tell scenes. Stevie is, in a word, a mess. Are you sympathetic? Sometimes. Are you disturbed? Often. But might you make the same choices, to reclaim a love imprinted as strongly as theirs was? This is what makes this book so good. Because you might. I might. It might even be easy, and if that makes you pause, it really should, and that’s what makes you think about a book long after you’ve turned the last page.

It's $1.99 on Amazon

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In my first new job after rehab, I was an assistant in a small office. The business was in a niche corner of lending for specific types of commercial real estate.

This small capital company was owned and run by a husband/wife team, and only had two or three other people on staff (including me). My job was to handle incoming calls, manage prospective and current customer files, produce correspondence, and file deal paperwork.

I liked the job and the people I worked with. After a few months, I was “promoted” to assist the Vice President in charge of closing the deals (loans). In this role, I’d research post office locations, gather necessary information from the clients, and keep them apprised of their loan process.

Everything was going well until one day, the VP asked me to brush off a client. For some reason, my boss hadn’t yet “locked” the loan, but the customer assumed we had. The VP asked me to tell the client it wasn’t yet done for specific reasons (that may or may not have been true—I wasn’t well-versed enough in the process to know).

When someone is buying real estate, the lender can lock the interest rate for a specific period of time (often 30, 45, or 60 days). A rate lock says, “No matter what happens to interest rates between now and closing, this is your rate.”

Until the rate is locked, the interest rate can go up or down—and it does, sometimes multiple times a day based on the broader financial markets. Small changes can have a big impact over a 15–30 year loan. A 0.5% increase in interest rate can mean hundreds more per month and tens of thousands more over the life of the loan.

TL;DR locking the rate was an important step in the lending process, and timing really matters.

I did communicate this to the client, and of course he was disappointed, and concerned that rates would go up. I reassured him we were working as fast as we could, which seemed to mollify him. I didn’t like having to relay this news, but hey, stuff happens. I was glad I could reassure him.

The escalation to icky

This began happening more often. It seemed like my boss had a strategy that didn’t always line up with what the client wanted to do. But, I figured, we had the experience here. We knew how these loans and the market worked. I assumed we were holding the line because that was best for the deal, and therefore the customer.

Until one day, when my boss asked me to flat-out lie to a client. This time, from what I had gathered, the VP was delaying the lock deliberately, assuming the rates would tick up the next day based on market conditions and predictions. My boss wanted to wait, because a slightly higher interest rate meant more money for the lender. (That was us.)

I did it. I lied to this customer, who trusted us to handle their business with competence and integrity. The person asking was my boss, and I needed this job. I wasn’t long out of rehab, I had tons of credit card debt (managing my credit score wasn’t high on my priorities when I was actively using), and I was living literally paycheck to paycheck. So I did as I was asked, and didn’t make a fuss.

But I didn’t feel good about it. At all. I understand how capitalism works. I know this person’s role was to generate profits. But doing so at the expense of a trusting client was taking things a giant step too far.

Had that been the only time, I might have let it slide. But that wasn’t the only time. Granted, this was a long time ago, but from what I remember from that time period, my boss started asking me to lie a lot. I don’t know if they were under pressure from the owners, if they were just unscrupulous, or maybe just disorganized, but it seemed like many loans weren’t being locked promptly, and clients were starting to get upset.

I went from enjoying this job to hating it. I went from being a great assistant to openly defying my boss, then being reprimanded by them and the owners. I didn’t want to tell the owners exactly what was happening, because what if they knew? And if they didn’t know, did I want to narc like that? What kind of retaliation might I experience if the owners took my boss’s side? I had virtually zero business experience at this point. I didn’t trust my own judgment.

5 valuable lessons

For a variety of reasons, I did not last much longer in that job. But despite this happening 28 years ago, I still remember the lessons I took from that role:

1. Listen to your gut. If it feels gross, it probably is gross.

2. Trust is hard-earned and incredibly quick to burn. Treat it as one of your most precious resources.

3. If profits are your only metric of success, you’ll feel pressure to step outside of your integrity to “succeed.”

4. Any boss who asks you to lie for them deserves to be narced on.

5. If your boss (or their boss) doesn’t have your back, this isn’t the right place for you.

Though that job was a million years ago and short-lived (compared to the roles I’d hold in the future), it clearly brought me to the values I hold today, as the CEO of Whole30. Though that job still leaves a bad taste in my mouth, I’m profoundly grateful I learned these lessons when I did, in someone else’s company. (The alternative is learning them the hard way, and burning my own brand.)

Have you ever been asked to lie by your boss? What kind of icky behaviors have you experienced? Did they help you craft a list of “non-negotiables” for roles going forward? Share in comments.

XO, MU

This is my weekly series for subscribers only, where I’ll share things that caught my eye this week in a fun and flirty way (kiss), a sustainable way (marry), or a not-so-good way (kill). And yes, this trendy game is technically “f***, marry, or kill” but we run a family-friendly-ish show around here.

Kiss (things I like right now MAYBE???)

The Last House on Needless Street, Catriona Ward (←audiobook)

This is not a new book (2021), and it’s been on zillions of “best horror books” TikToks, but for some reason I always passed it over. Then it came up as available on Libby and without even reading the summary, I thought, “What the hell.”

WHAT THE HELL INDEED. Nothing could have prepared me for this book. If you are going to dive in, here’s what you need to know, with zero spoilers because I would not cheat you out of one moment of this virtual acid trip:

• The story is whackadoodle. It’s going to feel like you’re taking crazy pills for quite some time. Just go with it; you’re not meant to understand yet.

• It comes together in a perfectly paced, utterly unhinged manner. But like, it’s genius? Like you’ve been huffing really good paint, but only a little at a time.

• Just when you start to understand—OPE, no you do not.

• It speeds up at the end like that time five of us took a taxi in Tijuana after drinking Micheladas all day. You will think you know where you are going and still you really will not.

Did I like it? Y….es? But also super duper no, because it was really f***ed up, and NOT in a fun Library at Mount Char way. I feel like I’m doing something wrong in recommending it but zero judgement if you’re like, “Girl, the more messed up, the better.”

Don't say I didn't warn you

Read more

Last weekend, I was catching up with my sister. She mentioned browsing in a new store downtown when a gorgeous, super soft-looking sweater caught her eye. “It was heaven in a shirt. I would have snuggled it every day,” she told me. “So did you buy it?” I asked her. “Um, NO,” she said. “It was way too expensive. Yes, it was cashmere, but it was $400! I did not $400 like that sweater. I maybe $80 liked that sweater.”

This is a phrase that we’ve been using for as long as I can remember to help us make good decisions around purchases. It’s especially helpful for impulse buys, but it can also help you with “needs” like a new dishwasher or garage door. (Seriously, I used this trick when our garage door broke over the summer.)

It’s kind of like asking yourself, “Is it worth it?” when evaluating a food feedom choice, but it puts the decision in concrete terms, using a language we can all understand—money.

Do I $100 like it?

Here’s how it works: Imagine I’m out shopping at my local mall. (Note, it’s not as easy to do this online, but it can still work; I’ll explain.) I’m at the store and see a sweater I like. I’ll pick it up, look it over, then state my perceived value: “I $50 like this sweater.”

Then I look at the price tag.

If it’s $30, BOOM, that’s a steal! That doesn’t mean I buy it, but it does mean it meets my expectations of value. It also reaffirms that I’m not going to throw money at just anything. I then try it on, figure out where or how I’d wear it, and evaluate whether I already have something similar in my closet. (Spoiler: I do.) Then and only then do I make a decision about purchasing.

Now if the price tag comes up $100, it’s an automatic pass—do not hesitate, and do not doubt your own expert assessment. I’ve already set my expectations. I know how much value I’ve assigned to this sweater. I’m the expert on me! Seeing that someone else values it a great deal more doesn’t change how I feel about it. This sweater is not worth $100. It’s worth $50 (to me). Therefore this is not a good deal, and I’m walking out sweater-less.

But Melissa, what if it’s close… like $55 or $60? Then I have some thinking to do. Is it enough of a good value to consider purchasing? Am I willing to cough up an extra $5 or $10? Do I like it that much? At this point, I’d try it on, run through all of the other evaluations, and see where I landed. And if I did buy it, I will always remember that in my head, I overpaid a bit… so I’d better get my money’s worth and wear that thing a lot.

This works for bigger purchases too

The “do I $50 like it” concept works with a lot of purchases, not just clothes or shoes. When I was working on our new house, my designer submitted a number of throw pillows for my assessment. I found a set of pillows I really liked, and casually stuck a price tag to them in my head. “These pillows are maybe $40 apiece?” Imagine my shock when they turned out to be over $200 each! I immediately searched Homegoods and World Market for close-enough versions, and scored them for under $40 apiece.

You can also make this work for big purchases too. Our garage door broke over the summer; the spring snapped and the door was stuck in the closed position. The installer came over and went through our options. Finish, color, windows or no windows, some insulation or extra insulation, multiple cameras or one camera… We talked options and pricing, and at each discussion point, I asked myself, “Do I $600 need multiple cameras? Do I $1,000 need two windows?” (No and no.) We spent $5,000 because owning a home is stupid, but I only paid for the features I knew I’d appreciate, and I could not be happier with a significantly warmer garage and quiet, smooth rollers.

God, I’m old.

My best tips for this budgeting hack

Have you heard about the negotiation strategy of “anchoring?” It’s actually a cognitive bias where the first number shared (the "anchor") sets a reference point that heavily influences the rest of the negotiation. We assign a lot of weight to the first number presented—which is exactly how a price tag works. In the negotiation of, “Do I want to spend this amount on this product,” the price tag anchors your perception of how much you should be willing to spend.

My “do I $50 like it” strategy works because the price tag isn’t telling you how much it’s worth to you—you are. It’s a great way to keep yourself from overspending or buying things on impulse because everyone is wearing it. (I’m looking at you, $400 Kujten bandana scarf.)

However, there are a few things to keep in mind when you apply this hack:

Online shopping

It’s harder to practice this shopping online, because the price tag is right there, and you can’t physically handle the item to check for quality or fit. So in the case of online shopping, I’ll run through the process in reverse. I’ll buy something that I think will be worth the price, then play the “do I $50 like it” game when I get it home. It requires purposefully tossing out the significance of that anchor, which is hard, but gets easier with practice. If I spend $50, then try it on and feel like I only $25 like it, I return it.

I will also phone-a-friend (someone I trust to give it to me straight) with online purchases. I’ll order jeans online, then try the item on. If I’m on the fence about whether I $100 like them, I’ll send my sister a photo. “How much do you like these jeans?” Sometimes, she’ll say, “I’d pay $150 for them,” which tells me they could be a home run. Sometimes she’ll ask questions about the fit, comfort, and whether or not I really need another pair of jeans, then make her proclamation. Also, if if she says,
”they’re only $50 jeans” and I fight her on it, that tells me I really do $100 like them!

Unrealistic expectations with unfamiliar purchases

I experienced this with my pillows and curtains when I was designing our house. I figured, “How much could drapes for a sliding glass door cost?” Turns out, a lot, and there was no way I was going to find the kind of drapes I wanted for the price I had in mind.

For items you don’t buy regularly, this practice may not be the best way to vet your purchases, as the disparity could be huge. However, you can still price-compare, or try to find something close to ideal for less money, like I did for my pillows. With my drapes, I split the difference, buying a far less expensive pair at West Elm. I spent more than I originally imagined, but far less than my designer suggested, and I was happy with the final look.

Accountability and self-awareness

I’m a rule follower (and a Gretchen Rubin Upholder). If I tell myself, “I only $50 like them,” I don’t often struggle with trying to justify a $75 price tag. If you have a habit of negotiating with yourself in the name of instant gratification, however, you’re going to have to hold yourself to this practice. If you tell yourself, “I $40 like this sweater,” and find out it’s $100, you cannot spend the next three minutes trying to talk yourself into finding $60 more value in the thing. Remind yourself that you determine the value, not the price tag.

This is an excellent opportunity practice sitting in whatever emotion is coming up for you when your brain pitches a tantrum in Aritzia: “But I waaaaant it.” Why do you want to spend more money than you know this thing is worth? What emotion is underneath what suddenly feels like an immediate need? How can you hold your boundary around this purchase and practice in a way that feels like self-care and not punishment? (Am I even still talking about sweaters?)

Beyond budgeting…

This really isn’t about the sweater, although sticking to your budget and not over-consuming are huge wins. Holding yourself accountable is an important exercise that carries over into other areas of your life. Every time you employ this “do I $50 love it” practice, you remind yourself that you are the ultimate authority on you, and that you can trust yourself to make the choices that support you best.

XO, MU