Good-Natured Nutrition
Good-Natured Nutrition
We can support our competitors! Its ok to cheer each other on!!!
I’m hard wired for this, but I should take more time to explain why…
Because if your niche is tiny, you don’t need to “win the market,” you need to grow the market.
A niche doesn’t get big because one company dominates it.
A niche gets big because multiple companies prove the category exists, educate consumers, normalize the product, and make the market safer, easier, and more familiar to enter.
Cheering your competitors on is not charity.
It’s category creation.
When your competitor gets press, or distribution, or a rave review — they’re not “stealing your customers.” They’re doing free education, building demand, and making it easier for the next person in that buyer’s journey to understand exactly what your product is.
You don’t need a bigger slice of the pie.
You need a bigger pie.
Or a Rising Tide that raises all boats!!! (Yey! I caught a fish!)
This week’s delusion is pretending our grocery stores don’t have a weak point.
This week’s re-illusion is remembering that strength comes from building on what already works, not acting like we’re starting from scratch.
Hy-Vee does a really good job bringing in local barbecue sauces, jams, honey, and other value-added foods from the Heartland.
We’re not starting from zero.
But we are starting from small.
So I handed Santa a LionBerry and gave him my Christmas list:
A fortified Hy-Vee — one that expands the Heartland section that already exists into a full, accessible, stocked-every-day aisle for local foods.
Not to replace the global or national imports like Florida oranges, California almonds, Mexico avocados, pineapple juice from Thailand, or coastal produce —
but to stand beside them, so the region isn’t left vulnerable the next time anything shakes the system:
Any one of these can break a supply chain.
A fortified regional shelf — built from the farms around Kansas, Missouri, and Nebraska — keeps us fed.
The World Cup is coming to Kansas City.
Soccer tourists from Germany, Brazil, Japan, everywhere — living in Airbnbs for three to six weeks, shopping at Hy-Vee for everything from breakfast to body soap.
If we went to Germany, we’d want Wienerschnitzel.
If we went to Brazil, we’d want feijoada.
If we went to Japan, we’d want ramen or sushi that actually tastes like Japan.
So when they come to the Heartland, they don’t want a New York hot dog or a California cheeseburger.
They want us — the real Midwest.
What do we grow and make here?
And soccer tourists staying in AirBnB’s need actual essentials:
This is exactly why a stronger Heartland aisle matters — not just for crisis, but for culture, tourism, and everyday life.
This week’s delusion is pretending our grocery stores don’t have a weak point.
This week’s re-illusion is remembering that strength comes from building on what already works, not acting like we’re starting from scratch.
Hy-Vee does a really good job bringing in local barbecue sauces, jams, honey, and other value-added foods from the Heartland.
We’re not starting from zero.
But we are starting from small.
So I handed Santa a LionBerry and gave him my Christmas list:
A fortified Hy-Vee — one that expands the Heartland section that already exists into a full, accessible, stocked-every-day aisle for local foods.
Not to replace the global or national imports like Florida oranges, California almonds, Mexico avocados, pineapple juice from Thailand, or coastal produce —
but to stand beside them, so the region isn’t left vulnerable the next time anything shakes the system:
Any one of these can break a supply chain.
A fortified regional shelf — built from the farms around Kansas, Missouri, and Nebraska — keeps us fed.
The World Cup is coming to Kansas City.
Soccer tourists from Germany, Brazil, Japan, everywhere — living in Airbnbs for three to six weeks, shopping at Hy-Vee for everything from breakfast to body soap.
If we went to Germany, we’d want Wienerschnitzel.
If we went to Brazil, we’d want feijoada.
If we went to Japan, we’d want ramen or sushi that actually tastes like Japan.
So when they come to the Heartland, they don’t want a New York hot dog or a California cheeseburger.
They want us — the real Midwest.
What do we grow and make here?
And soccer tourists staying in Airbnbs need actual essentials:
This is exactly why a stronger Heartland aisle matters — not just for crisis, but for culture, tourism, and everyday life.
A shared warehouse, a shared distributor, and a unified block of local makers would let regional foods move with the same efficiency as national brands — while staying rooted right here.
Tourists will buy it.
Locals will keep it.
And if anything ever shakes the world, a fortified Hy-Vee keeps the Heartland standing.
That’s what I told Santa.
That’s my wish this year.
And that’s exactly what LionBerry is built to help do — bottle by bottle, aisle by aisle.