0
0

Category: BUSINESS SECRETS WEEKLY

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 […]

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 […]

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 […]

BUSINESS SECRETS WEEKLY

LionBerry’s Weekly Delusion & Re-Illusion Update Lion’s Mane Mushroom Powder in Your Coffee Isn’t Lifting Your Brain Fog. Welcome to Health Food Washing 101: Where Marketing Is the Science and the Label Is the Proof. If It’s on the Label, It Must Be True??? THE BOTTOM LINE — FOR THOSE WHO DON’T READ THE WHOLE […]

Presentation at the Great Plains Growers Conference

Heartland Elderberry Collaborative (Heartland ECo) “Instead of asking each farm to grow bigger, we’re building shared capacity so farms can stay viable at their current scale while accessing value-added markets.” An AgriCluster Pilot for Shared Infrastructure and Value-Added Market AccessEastern Kansas / Western Missouri PROBLEM CONTEXT Small and mid-sized farms face persistent structural barriers to […]

Elderberry’s Reputation Problem Doing It Right So It Actually Works

Elderberry has a reputation problem. People try it and they say it kind of works. Sometimes. Maybe a little. That is not the berry’s fault. That is what got done to the berry long before it ever reached the bottle. So let me start with what this berry can actually do when it is done […]

When Words Lose Their Meaning

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 […]

Fortifying the Heartland: My Christmas Wish for Hy-Vee.

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 […]

Fortifying the Heartland: My Christmas Wish for Hy-Vee.

Lionberry 's Weekly Delusion and Re-illusion Update.

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:

  • fuel shortages
  • war
  • trucking strikes
  • geopolitics
  • water shortages
  • drought or dust-bowl conditions
  • port disruptions
  • cyber hits
  • natural disasters

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?

  • local barbecue sauces
  • local fruit like blueberries
  • corn tortillas, tomato sauces, and beans
  • wheat pastas and breads
  • value-added soaps made from beef tallow
  • local meat, dairy, and eggs
  • elderberry drinks

And soccer tourists staying in AirBnB’s need actual essentials:

  • dish soap
  • cleaning agents
  • body soap and hygiene products
  • breakfast foods
  • snacks
  • drinks
  • basics
  • dinners

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:

  • fuel shortages
  • war
  • trucking strikes
  • geopolitics
  • water shortages
  • drought or dust-bowl conditions
  • port disruptions
  • cyber hits
  • natural disasters

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?

  • local barbecue sauces
  • local fruit like blueberries
  • corn tortillas, tomato sauces, and beans
  • wheat pastas and breads
  • value-added soaps made from beef tallow
  • local meat, dairy, and eggs
  • elderberry drinks

And soccer tourists staying in Airbnbs need actual essentials:

  • dish soap
  • cleaning agents
  • body soap and hygiene products
  • breakfast foods
  • snacks
  • drinks
  • basics
  • dinners

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.