How we choose our food

What you eat matters. So does where it comes from.

Behind good food are ingredients, people's work and attention to detail. That is why we want to know more than the name on the label. We value producers who can talk about their food and explain how it is made.

A direct connection with the producer

Products sourced directly from producers and farms are an important part of our range. We aim to develop those relationships so that we can better understand the food we offer you.

Ingredients that matter

We favour products with clear ingredient lists. We care about the raw ingredients, the recipe and what creates the flavour. The word «farm» alone is no substitute for paying attention to the individual product.

Every product has its own character

We appreciate food for its own flavour: its aroma, finish, texture and combinations you want to try again. These are the qualities we look for when selecting the True Food range.

Environmental care through practical action

We want to develop our range with attention to how food is produced and natural resources are used. We are interested in the real practices behind farms' and producers' claims about caring for nature.

Is everything at True Food a farm product?

Our catalogue includes different producers. Many products come directly from producers and farms, but that does not mean the entire range is farm-produced or organic. Each product's origin and characteristics should be considered individually.