In his thought-provoking Substack post, Carter Williams introduces the concept of System C—a bold reimagining of our food future that blends the nutrition of System A with the scalability of System B. At PLANTSTRONG, this vision doesn’t just resonate—it reflects the very mission we’ve been pursuing for years.
The Promise—and Pitfalls—of the Current System
Today’s $1.7T food industry overwhelmingly prioritizes shelf life, convenience, and cheap calories, leading to staggering downstream healthcare costs exceeding $1.9T annually due to chronic disease driven by poor nutrition . As Carter so aptly puts it, we’ve traded famine for chronic disease, and swapped scarcity for a surplus of ultra-processed, nutrient-devoid products.
PLANTSTRONG: A System C Brand, Built from the Ground Up
PLANTSTRONG was founded to prove that it’s possible—and profitable—to make food that is:
Nutrient-dense: Every product we make is rooted in real, whole plants—free from oil, refined sugar, and excessive sodium.
Tasty and Familiar: From our hearty stews and bold burgers to date-sweetened granolas and creamy broths, we make eating whole foods not just easy—but enjoyable.
Satiating: We lean into the power of fiber, volume, and flavor—not fat, salt, and sugar—to leave people satisfied.
Scalable and Shelf-Stable: Our products are ready-to-eat or quick-assemble and can be distributed nationwide without refrigeration, making them ideal for food service, retail, and even medically tailored meal programs.
Affordable: Our pantry bundles and meal kits are designed to deliver more servings per dollar, while qualifying for FSA/HSA spending—a practical strategy to offset chronic disease costs.
Real Food, Real Results
While many companies press the “easy button” with ultra-processed plant-based options, PLANTSTRONG is raising the bar. We’re showing that it’s possible to deliver convenience without compromise. And we’re not alone—evidence continues to mount that dietary patterns built on whole plant foods dramatically reduce risk for heart disease, diabetes, and obesity .
We’re inviting others to join us. System C is already in motion—but it needs leaders willing to resist the siren song of short-term profits and instead invest in long-term health.
Let’s build a food system that not only feeds the world—but heals it.
🔎 Nutrition Drives Down Healthcare Costs:
$1.9T in healthcare costs tied to poor nutrition:
→ CDC Chronic Disease Facts
🌿 Whole Food, Plant-Based Diet Improves Health:
WFPB diets reduce risk of heart disease, diabetes, and obesity:
→ JACC, 2019 – Plant-Based Diets and Cardiovascular Health
🍽️ Satiety and Satisfaction with Plants:
Fiber-rich foods promote satiety and reduce overeating:
→ American Journal of Clinical Nutrition, 2005
💰 Total Cost of Food + Healthcare:
True cost of food includes chronic disease burden:
→ Tufts Food is Medicine Cost Analysis
