It’s a breezy evening and three young professionals are catching up for a quick cuppa at a popular outdoor café after work. The conversation ranges from the weather (excellent) and new places in town (the new, large microbrewery in the city’s northern parts) to music (Bob Dylan’s new album) and, of course, family and work (largely boring). When it’s time to order food, there is instant consensus – everyone is hunting for the healthiest options on the café’s menu. Multigrain bruschetta, perhaps? Salad? Yogurt parfait? Anything that doesn’t have sugar or carbohydrates will do.

Over the past five years, a whole host of health food start-ups have taken root in the country. And in just a short span of time, this ecosystem has already evolved to cater to—seemingly—every single conceivable health food need and fad.

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