We had the pleasure of getting to know Michael and Kristel Kuech, co-founders of Your Super. What an loving and inspiring couple they are!
EREWHON: Tell us how Your Super began.
Michael: I grew in Germany, on a meat and potatoes kind of diet. As an athlete in high school, college and on the semi-pro tennis circuit, I was trained to get my protein from animal sources, and eat heavy carbs before matches. All that changed when I was diagnosed with cancer at age 24. During my chemo, I realized that we may not be able to control everything in our lives, but we can control what we eat. Kristel was the health nut in my life with all these bags and boxes of superfoods in her cabinet like wheatgrass, barley grass and moringa that she would mix up for me to help boost my immunity. I felt so much healthier and happier.
Kristel: I came from a family of orthomolecular nutritionists, together with my mom and my aunt we created 7 individual mixes formulated to function. I went on to study nutrition at eCornell University, the Institute for Integrative Nutrition and receive my 200 hour yoga certification.
Michael: When I started taking these mixes, our friends and family started to really notice a difference in me, and they wanted to feel the same. We learned that supply chain can be contaminated and so made the decision to work with farmers directly.
Kristel: We also have a 1:1 give back model like Tom’s Shoes and Warby Parker, for every mix sold a lifesaving meal bar goes to a malnourished child around the world through our partnership with Action Against Hunger.
EREWHON: Did you face any obstacles along the way?
Michael: In a start-up every day is filled with obstacles but we like to call them opportunities! One big one was obviously creating a clean and transparent supply chain. The second, would be raising capital. Everyone told us the US was too big of a market, that was already saturated with superfood, but our customers kept asking us to come to the US. We kept at it, and one day we received an investment that enabled us to start out office here in Los Angeles, and service the customers here who had wanted us to come. They always say, it takes 99 no’s to get to a yes. In our case it was maybe 101 no’s, but then we got a big yes!
EREWHON: What an amazing story! Is there anything else you would like to share?
Kristel: I just want people to know that that there are simple ways you can start to get healthy today. We were surprised to learn that many of our customers, are not only in Los Angeles, New York, San Francisco and similar, but in food deserts, where it can be challenging, and in some cases expensive to eat well, and make changes to your diet. We hear success stories every single day of people make some, positive steps until their whole lives are different. I would just say, believe in yourself that you can make a change, and you can.