Ever wondered how you could support ethical, sustainable businesses? Welcome to a regular series highlighting products, services and organizations that are ‘doing well by doing good’.

We spoke to Living Intentions owner Joshua McHugh about the revolution he is spearheading in giving the world plant-based superfoods.


Please give us an overview of your organization?

Living Intentions, one of the pioneers of raw and sprouted food movement, was founded with the intention of nourishing the world with the most nutritious and delicious, flavor-rich food, without sacrificing the flavors we all love.  Over the past 12 years, we have formulated multiple lines of products, from gourmet sprouted nut and seed blends to superfood cereals, sprouted superfood seasonings, sprouted trail mix, superfood smoothie blends, and more.  Living Intentions also carries a vast selection of unseasoned sprouted items… yielding in total over 60 different sprouted superfood products.

How did you get started with this idea?

A decade has brought this company quite a long way.  In the early days, you could have found me in my home kitchen, sprouting in 5 gallon buckets with scattered dehydrators stacked up throughout the house, drying day and night. At that time, I was formulating and dehydrating with everything I could get my hands on. I am pretty sure my friends and family thought I was out of my mind!

Living Intentions now operates in Point Richmond, CA, in their newly built state-of-the-art processing facility, designed specifically for sprout processing and optimal food production. We strive for the best quality money can buy!

What is the purpose of this organization?

I really wanted to create the healthiest products possible, that the average consumer could eat and feel comfortable with. One of our company’s core goals is to bridge the gap between processed packaged products and fresh raw food products.  Living Intentions really creates that transition between these two worlds.

What are you proudest of?

At Living Intentions, we source the best quality ingredients, without compromise, in order to create the most unique and dazzling flavor combinations. No weird stuff added.  Our low temperature, gentle air-drying process allows for enhanced nutrient integrity and bright, fresh flavors.  Our products are organic, sprouted, minimally processed, gluten free, vegan, paleo, and outrageously delicious.


What do your customers/community say about your organization that makes you happy?

Without question our customers believe that we have the best flavor profiles of any sprouted, minimally processed, superfood product available.  

What difference do you make in people’s lives?

We provide our customers with high integrity products that they can trust.  We are providing access to an Activated lifestyle which to us means access to food at its highest potential that allows our customers to intentionally shift their life into a higher gear by nourishing their bodies with our products.

Where can people go to support your organization? (ie: where to buy product?)

Specifically, New Yorkers can find Living Intentions product in their local Whole Foods markets.

Living Intentions can be found in both bulk and packaged categories.  In 2012, Living Intentions created the sprouted bulk category and rolled this out to over 350 stores.  This effort is still growing!  Living Intentions also has over 25 packaged items that can be found amongst natural food stores nationally.  Living Intentions is currently growing into distribution warehouses across the US in an effort to serve a larger community of natural food lovers’.  

What are your plans for the future?

To continue to innovate and introduce new products to our consumers that are at the pulse of the industry and provide the maximum amount of nutrition available.

Afdhel Aziz is the co-author of  book ‘Good is the New Cool’, a book on brands and social entrepreneurship available on Amazon now.

If you have a suggestion for a business or organization you think should be highlighted, please email him at


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