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Author: admin

They Paved Paradise

“They paved paradise and put up a parking lot.” That line has been rattling around in my head for years. I used to think it was about asphalt. I used to think it was a song about a woman looking at a lot where a garden used to be, shaking her head, feeling nostalgic. But […]

What are we, exactly?

BS Weekly #13 That’s the question I keep circling after Mount Vernon. Are we a specialty crop, or are we bait for big ag? Because those are two very different futures, and American elderberry is standing right at the fork. This June the national elderberry community gathered in Mount Vernon, Missouri. The Heartland American Elderberry […]

Slaying the Cyclops

How the Twelve-Eyed Toad Sees What One Eye Cannot A working treatise by Bevin Brooks The Cyclops had one eye. One eye sees flat… no depth, no distance, no second opinion. And that’s every one of us if we’re honest. Every founder, every farmer alone with the thing they know, looking from the one spot […]

Elderberry Curious?

One elderberry plant. One hunch. The hunch was that this plant… American elderberry (Sambucus canadensis, also classified by some authorities as Sambucus nigra subsp. canadensis)… was going to matter. Not just to my humble farm. Not just to my health. To my region. To the way we feed people. To the soil we leave behind. […]

Heartland American Elderberry Collaborative: Rooted in Real Farms

Across America’s heartland, farmers are searching for ways to build healthier soils, strengthen their operations, and leave a lasting legacy for future generations. The Heartland American Elderberry Collaborative was created to support that vision by helping growers discover the remarkable potential of elderberries as a regenerative crop. Elderberries offer more than a harvest. Their deep […]

The Dark Berry

BS Weekly #13 The color is not a coincidence. The dark, almost-black purple of elderberry is not just a visual marker of ripeness. It is a signal of bioactive density. The anthocyanin molecule responsible for that color… cyanidin-3-glucoside, or C3G… is pH-responsive, meaning its molecular structure physically shifts depending on the acidity of its environment […]

Dirty Deeds Done Dirt Cheap… American Heartland Elderberry Collaborative Hits the Road

Farmer Mickey Gallagher, the “Johnny Elderberry Seed” of KC Farmyard, joined by Bevin Brooks of LIONBERRY, are the co-chairs of the American Heartland Elderberry Collaborative… AHECo. They have been touring member farms of their AgriCluster and helping to cultivate the American elderberry across Kansas and Missouri. This week the co-chairs visited Jeremy Fyler of Fyler […]

LionBerry Regenerative™ to Pour at Stems

Overland Park Arboretum & Botanical Gardens • May 16, 2026 LionBerry Regenerative™ will be featured at Stems: A Garden Soirée — A Cause to Celebrate, the signature fundraiser supporting the Arts & Recreation Foundation of Overland Park and the Overland Park Arboretum & Botanical Gardens. Guests will enjoy an all-inclusive evening of food, botanical beverages, […]

Lit From Within: An Upcycled LIONBERRY Bottle

There’s a six-foot bottle of LIONBERRY REGENERATIVE HYDRATION on its way to Kansas from Canada. It used to be a water heater. Dave — the artist behind Theeupcycler Metal Art, based in Wetaskiwin, Alberta — takes things the world throws away and gives them a second life. Old water heaters. Car parts. Scrap steel. With […]

METABOLIC RECOVERY – The Next Phase of the GLP-1 Conversation: Metabolic Recovery

For the last two years, we’ve been talking about GLP-1 drugs. Ozempic. Wegovy. Zepbound. They work. They reduce appetite, improve blood sugar regulation, and are reshaping metabolic health at scale. This is one of the most significant shifts we’ve seen in decades (Wilding et al., 2021). But a quieter question is starting to emerge: What […]

When Words Lose Their Meaning

Lionberry 's Weekly Delusion and Re-illusion Update.

The phrase “food is medicine” has become the wellness world’s version of “thoughts and prayers.” Everyone says it. Everyone feels good saying it. And almost nobody means anything real when they do. That’s the danger—not the phrase itself, but what happens when language gets stretched so far it stops pointing to anything true.

The original use of the phrase belonged to grandmas, gardeners, and people who still know how to cook and where food comes from. In that world, “food is medicine” meant something simple and grounded. A piece of meat and some vegetables—and fruit when it was in season—was just a regular meal. And then there were the special things you made when someone didn’t feel well: mixtures built from botanicals, herbs, fruits, nuts, grasses, roots, seeds, and whatever the land offered that season. Things pulled straight from soil and pantry because they carried function, flavor, and a purpose. That usage was peaceful, instinctive, and honest.

Then came the influencers, using the same phrase while holding something powdered, flavored, and algorithm-optimized. “Food is medicine” became a caption under a neon shake that tastes like peach sorbet and contains a clinically irrelevant amount of plant dust. They didn’t inherit the meaning—they inherited the hashtag. And hashtags don’t carry wisdom; they carry trend cycles.

Then comes the USDA, NIH, and hospital systems, who use both phrases—but in different ways. “Food Is Medicine” is their broad, public-facing concept, the umbrella idea that nutrition is foundational for health. “Food As Medicine”—capital As—is the technical term for the clinical, billing-coded interventions:

produce prescriptions,

medically tailored meals,

medically tailored groceries.

This version has insurance pathways, reimbursement logic, metrics, screenings, and outcome evaluations. It isn’t a belief system. It’s a healthcare program.

So we end up with two phrases—Food Is Medicine and Food As Medicine—that sound almost identical but function in totally different worlds. And both of them, at their best, once pointed to something we still have right now: real plants growing from real soil, carrying real chemistry that does real things in the human body. Not ancient in the sense of “long ago,” but ancient in the sense of continuity—still alive, still growing, still here.

Once a phrase becomes universal, though, it becomes meaningless.

That’s what’s happening now.

A wellness word printed on plastic.

“Natural” stamped on a bag of potato chips.

“Immune-supporting” slapped on anything that wants to look virtuous.

Marketing fog replacing actual meaning.

It’s Peacekeepers in 1984.

It’s “community” in Big Tech.

And on the Idiocracy side, it’s the fictional Electrolyte Drink Brawndo—marketed so aggressively that the entire population believes “it’s got what plants crave.”

In the film, they irrigate crops with the Electrolyte Drink Brawndo instead of water because advertising has replaced knowledge. Marketing departments tell us what truth is. The soil dies. The crops fail. The land collapses into a dust bowl. That’s what linguistic drift does: it hollows meaning until the absurd becomes normal.

“Food is medicine” used to mean:

eat real plants,

respect soil,

trust the chemistry that grows in the field,

trust the phytonutrients that come from this earth,

food keeps you alive and makes you whole.

Now it means turmeric dust on junk food.

Or a wellness word added so a product can sell for $3 more.

This hollowed-out category is not a comfortable place for real food to sit.

The old category, where LionBerry sits—the one before wellness gloss, before powdered fantasy, before language drift washed the meaning out of the words—still exists. But sitting there is not accidental. People tell me all the time to cheapen it, powder it, plastic-bottle it, isolate it, dilute it, lab-flavor it, margin-boost it, and make it “scalable” by stripping out the thing that makes it real.

I don’t do it.

Not because it’s easy.

But because sometimes the right thing to do is always the hardest thing to do.

LionBerry sits in the old category because I fight for it to sit there.

Real plants.

Real chemistry.

Real soil.

Real function.

Zero powdered fantasy.

LionBerry is exactly what it says it is: a farm-crafted drink made out of actual food.

When I say “the phrase doesn’t need to be fixed,” I mean the phrase “food is medicine.”

We don’t need to invent a new set of buzzwords or rescue the old ones from misuse.

We don’t need to rebuild or replace the language itself.

What needs to change is this:

start making products that mean what the words used to mean.

Start making food products that are just food