FUEL: Jan 2012

FUEL:  Tearing down a BIG barrier in 2012

Long before we decided it was time to venture out on our own in 1998 (Pro-Activity’s first year), we knew that fuel and nutrition was a critical element to our success.  Whether it was that extra bit of energy to finish the game strong or the resilience to get through any number of life’s challenges, it just made sense that you can’t put garbage “in” the tank and expect extraordinary performance to be the resulting “out”; but, after years of baby steps into the area of “FUEL” service (nutrition, food, hydration, etc) and right before we launched the Fuel Good Cafe’ we were cautioned by people that, “healthier fare won’t catch on” and “nobody actually likes healthier food, they just feel like they should”.  

From a business perspective, that’s not exactly something you hope to hear......but for us it was bigger than that.  Sure, we’re a business and therefore only continue to exist if we make enough to pay the bills (and hope to have a little extra leftover), but since our mission is way more to us than financial success; we did what we always do.....we embraced our inner geek, did a bunch of research and then checked it against our principals.  We were reassured with what we found there......hands down, healthier fuel was a critical and undeniable element along life’s journey and so we decided to take the road-less-traveled.....and stick with our mission, to change lives through healthy fuel. 

This gave us the confidence to do what we believed was right, to take another step along our own journey and to bring you an environment devoted to feeling good by fueling good and a menu based on evidence (see sidebar 8 “keys to fuel by”).  

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However, despite the fact that even the fast food chains have begun to realize that consumers are demanding healthier options, several barriers still exist to a life that is properly fueled.  So in 2012, we decided to push it even further and put our money where our mouth is.....literally.  To those who say eating healthier is “just too expensive”, we say: “barrier removed”....so come on in.  Starting January 9th and ending at some point (TBD), we’ve decided to LOWER, that’s right you read it, LOWER our prices, by more than 30% on average.....we’re not sure how long we can afford to do it, but we know that cost can be a barrier, one that we’re willing to help take down.  

We believe that when you’re on to a winner, bet big.....and so we are.  We’re betting that if we can create an environment, menu and pricing that entices you to become a regular, you’ll be so impressed with the way you feel & look, not to mention the changes in your health (if you stick with it) that you’ll pass it on to your friends and family.

Healthy Fuel at a great price? Done.  Bring on the next barrier!

- Lindsay E.