Let's face it, most people still think of farmer's markets and 1960's hippies when they hear "natural nutrition". We know. And when it comes to sports and performance products, "natural" is often regarded with some serious skepticism. But not long ago, when someone mentioned electric cars, images of boring body styles, made for commuters and suburban parents came to mind. Now that has changed, hasn't it? Super fast, powerful, high-tech, jaw-drop worthy, and futuristic looking cars come to mind when mentioning electric. It took re-imagining and innovation to change not only the product itself but also the public's perception of what it is and can be moving forward. That's exactly what we think is possible in the world of sports nutrition.

When Tammo, co-founder of ATAQ, started working with a cycling coach and nutritionist in 2014, he had a similar epiphany. His coach had encouraged him to move away from synthetic supplements, and instead use fresh, natural foods to fuel his workouts, races, and recovery.