Dr. Ibrahim (aka 'dad') Colorado State University Emeritus Professor and Ph.D., Environmental Health Science has been an accomplished writer and professor for over 30 years, and began challenging government agencies to strengthen food safety procedures after receiving contaminated seafood at his local grocery store. I'm a natural products/food industry veteran, marketer and passionat foodie. In the early days as the demo manager and editor of Alfalfa's Markets monthly magazine, "Healthy Choices," I began my food and retail marketing career writing about sustainable agriculture and food safety issues (Food, not Phood) over 15 years ago.

About 2 1/2 years ago, dad was diagnosed with prostate and bladder cancer. I had just had my youngest son and felt as though the ground had fallen beneath me. My dad has always been my rock. But, thanks to early detection and a diet filled with clean fruit, vegetables and lean protein, he continues to inspire us all. That's what sparked the fire. Life is uncertain and everyday, we make decisions. Eat Cleaner was a natural way for us to help others that care about their families take a small step towards improving their health.

When it comes to health, we all want to do the right thing but half-truths and inconclusive information can clutter an otherwise logical vision. Our EAT CLEANER mission is to set the record straight on what's on our plates and help everyone take matters into their own hands.

It goes beyond a product. It's a way of life.