How Tarzan can help you Quit Sugar

Posted by on Oct 1, 2013 in Blog | 2 comments

Poster - Tarzan's New York Adventure_02

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An Open Letter to Brennan’s Bread

Posted by on Sep 18, 2013 in Blog, News | 10 comments

An Open Letter to Brennan’s Bread

Dear Mr Brennan

CONGRATULATIONS!!!! on achieving 3rd place in the “Biggest Selling brands in Ireland” groceries ranking!

Brennan’s Bread really is an iconic name in Ireland – I would love to know how you got there? The fact that bread is so cheap to make and really popular must have been a great help, right?

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Big Food is a Sugar Daddy!

Posted by on Sep 10, 2013 in Blog | 0 comments

Just when you thought it couldn’t get any worse… seems that “Big Food” has been outjunked by “Little Food.”

Research conducted into the Nutritional content of infant commercial weaning foods in the UK has revealed that the foods are unfit for purpose i.e they lack the nutrition required by growing infants. Further, the sugar content of baby foods was found to be pretty extreme.

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Flower Powered FLORA not very Haight Ashbury

Posted by on Sep 4, 2013 in Blog, News | 0 comments


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Why you really can afford Grass Fed Meat

Posted by on Sep 1, 2013 in Blog, News | 5 comments




While the benefits of Grass Fed Meat are a given, the affordability factor is often used as an excuse for NOT consuming it. Now this is a Great 8 Fatty Food so I figured it was important to counter these claims in a measured manner. The measure I’m referring to is of course financial – because that seems to be the crux of the matter!

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Is Bill Clinton REALLY a vegan?

Posted by on Aug 28, 2013 in Blog | 1 comment


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Show me the money Sugarpova!

Posted by on Aug 21, 2013 in Blog, News | 0 comments



In 1996 I joined an outstanding company called IMG. The next 3 years were supersonic – the sports marketing behemoth founded by Mark H McCormack would teach me pretty much everything I have ever needed to know about business. McCormack’s ethos was simple

Money matters. People matter. The rest is easy.

Notwithstanding a worldwide circular urging staff to re-use paper clips, in my time at IMG everyone knew that the way to get ahead was to make a shitload of money or lose a shitload of money. McCormack encouraged an entrepreneurial spirit amongst us with the caveat to be mindful of needless expense.

This was the Silicone Valley of sport.

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Seth Godin’s 7 Steps to Weight Loss?

Posted by on Aug 8, 2013 in Blog, News | 0 comments



The war on processed food will not be won with medical facts or an abundance of real food. Sure, they are pieces of the puzzle, but big lies backed by big $ DOLLARS create perceptions that over time manifest as reality – however distorted.

Coke wins because they create the playing field before inviting debate – their turf, their terms.

Now I am a big fan of Seth Godin (marketing genius!).

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Is David McWilliams actually a nutrition expert?

Posted by on Jul 29, 2013 in Blog | 0 comments




David McWilliams is Ireland’s most famous and accessible economist. I, on the other hand, recall a certain Economics professor declaring my first written attempt at the subject as “truly awful.” It didn’t get much better for me, but I do recall talk about macro  (the big stuff) and micro (the small, devil in the detail stuff) economics. Nutrients anyone?

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Posted by on Jun 10, 2013 in Blog, News | 4 comments



  • Does FAT make you FAT?
  • Is sugar TOXIC?
  • Should BREAD be BANNED?
  • What the hell has Cholesterol PARTICLE SIZE got to do with HEART DISEASE?

Cereal Killers is the feature length documentary film with all the answers.

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