Most companies set goals they know they can hit. We prefer to aim for targets that seem delusional. These are the three Impossible Goals that drive every decision we make. Will we reach them? Maybe not. But we’d rather fail while aiming for perfection than succeed at being mediocre.
Our three impossible goals.
We’re not here just to sell burritos. We’re here to change the way business is done.
A Michelin Star ⭐
Does the Michelin Guide even review microwave burritos? Not yet. But we aren’t cooking for the freezer; we’re cooking for the plate. Quality is usually a compromise. You choose between convenience, price, and excellence. We refuse that choice.
Our goal isn’t to make the best frozen burrito; our goal is to make the best burrito, period. We source ingredients with the rigor of a fine dining restaurant and execute recipes with utmost care. We believe that freezing is a method of preservation, not an excuse for mediocrity. Striving for a star demands that we treat every single ingredient, technique, and finished product as if a critic is sitting at the table.
The best workplace on Earth.
We believe the quality of the food cannot exceed the quality of life of the people who make it. If we want to make great food, we have to take care of our people.
In an industry defined by efficiency and exhaustion, we are choosing a different path. We are building an environment where prosperity is shared, labor is dignified, and people are valued as highly as the product.
Nourish Earth’s ecosystems.
Sustainability usually means doing less harm, neutralizing a negative footprint. But neutrality is not enough. We want every burrito we sell to leave the soil richer, the air cleaner, and the local ecosystem wilder than it was before we started.
We support regenerative agriculture that fights climate change rather than just minimizing it. We don’t want to just feed the world; we want to nourish the planet that feeds us. Our business model is based on the radical idea that we can heal the Earth through the way we farm and eat.