whether there is a sustainable element to the business ,” says Grubbs . “ We ask if the business model is rooted in an idea that is meaningful and important for consumers but is also financially viable . We ’ re looking for companies who are akin to the spirit of ‘ performance with a purpose .’
As consumers are bombarded with information from media , bloggers , family and friends , the health and wellness trend is firmly at the forefront of the consumer psyche . People are on the lookout for healthier and nutritious foods – and they ’ re willing to pay for it . Grubbs predicts that this will continue to remain a key trend in the future . “ Whether it ’ s food or beverage , a snack or a meal , I think we will see the continual evolution of more nutrient density in the market ,” predicts Grubbs . “ It ’ s not just about the calories ,
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