The Good, the Bad and the Ugly

Written by Sara Rocci Denis
December 21, 2021

In my ideal world, I was writing this last post for 2021 next to the Christmas tree, in a silent house, inspired by the scent of hot coffee in my mug.

In the real world? 
I got up with a migraine to find out that today is the day a jackhammer will remodel a pond in our garden.

Toddler and kid are both happily screaming at home due to quarantine in the kindergarten, and our old Dyson in the other room sounds like it’s getting ready to take off.
So long, silence. And the coffee? Well, it got cold before I could open my laptop.

It’s the perfect metaphor for 2021, anyways.
The year we dared to formally create our company. This year we planned to run a crowdfunding campaign in support of our first production run.

And then, like so many of you this year, we had to adjust – to the good, the bad, and the ugly.

The good was the honour to develop a series of meals that will be launched to space next Spring. It fully filled up our capacity, and we speed-aged over the course of 7 months, but our outdoor food is on its way to Houston and for now, that’s enough for us.

The bad was coping with logistics in the second year of the Pandemic. Longer delivery times, quarantines at our suppliers, regulations to gather outdoors for shooting pictures and videos…just thinking about it all, I might head to the garden and use that jackhammer myself!

The ugly was Brexit becoming a reality. We’ve lost a few deliveries coming our way, which will make for a few good stories around a campfire one day, and the way through UK customs from the EU turned out to be as disorienting as navigating in a white-out during a blizzard.

And so, we decided to “stay put”. That is, we postponed the Kickstarter launch of our products. We want to reduce the current uncertainties and be confident that we can deliver to the people that choose to back our project.

2021 is the year we learned what it means to surrender control. Luckily, innovation is one of our core values at EAT freedom, so we are going to be even more creative next year. Watch out 2022, we’ve got a jackhammer and we are coming for you!

From the bottom of my heart, thank you for being here, and Happy Holidays from the whole EAT freedom team!


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