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Hipster Music Video Warns Food Bloggers 'Eat It, Don't Tweet It'

Hipster Music Video Warns Food Bloggers 'Eat It, Don't Tweet It'

Think twice before you snap a photo of that deconstructed tuna tartare

Key of Awesome (of amazing Lady Gaga parodies) has teamed up with American Hipster for this now viral music video "Eat It Don't Tweet It." They mock food bloggers, tweeters, foodies, TV personalities, and mostly the folks who whip out smartphones to document their everyday meals.

Watch below, as a hipster and his hot girlfriend semi-rap lyrics like "I love soup — don't call me a Nazi/ I'm more like culinary paparazzi/ Or gastronomic Annie Leibovitz." It's got a tragic ending, so these folks really want you all to stop taking photos of your food for Facebook.


Chia Co Takes the Lead in a Global Health-Food Revolution

SITTING IN AN AIRY conference room inside the Chia Co's SoHo offices in New York City, founder John Foss and his chief marketing officer and sister-in-law, April Helliwell, are spooning up some of the four newest flavors of Chia Pod. The healthy breakfast snack comes in eight flavors, including strawberry, lemon and date, dark cacao and coffee, mixed with almond or coconut milk and—of course—chia seeds. The orange-hued, snappily packaged Pods are just one part of the company's expanding range of chia-related products, including heat-and-eat Chia Pod Oats and Chia Pod Bircher Müesli. When faced with the inevitable question about the relationship between his chia products and those kitschy terra-cotta planters known as Chia Pets, Foss shrugs and laughs. "It's fine. If that's how people first found out about chia, we don't care."

Foss, who hails from the Kimberley region of Western Australia, is first and foremost a farmer. It's his agricultural expertise—along with a die-hard belief in the importance of sustainable crops with a high density of nutrients—that has helped make chia a dominant part of the current health-food market. He describes the Chia Co's mission with the vigor of a Sunday-morning preacher: "First, we identify the places that have the right latitude in the chia band—the crop grows best within 15 degrees of the equator, north or south—as well as the right climate, the right access to water and irrigation and the right soil." Using Google Maps, Foss locates farms around the globe, from Nicaragua to Tanzania and Kenya, for potential partnerships. "Then we travel to those farms to meet the farmers and understand their vision," he adds. "We partner with farmers who want to make a difference, who are passionate about growing a crop for the long term."

So what is chia, exactly? Simply put, it's a flowering plant in the mint family. Since its recent identification as a superfood, chia has soared in popularity. But Foss believes that chia has more staying power than paleo diets or the latest juice cleanse. According to nutrition expert Ashley Koff, chia is packed with fiber and omega-3 fatty acids, as well as amino acids and some antioxidants. Koff recommends chia to her clients, but only as part of a balanced diet. "If you add one serving of chia or a whole-food product containing chia at all three meals, you'll do well digestively and see health benefits."

Chia seeds form a gel in liquid, absorbing 16 times their weight in water. The fiber helps clear waste out of the body, and, says Koff, "you can get full by eating less." Not surprisingly, chia is a favorite among fashion models (including Doutzen Kroes, Lara Stone, Miranda Kerr and Karolína Kurková) as well as Gwyneth Paltrow, who has championed the wonders of chia on her website, Goop. That said, Koff warns, "Just because something has chia in it, it's not necessarily good for you." Drizzling chia seeds on your ice cream sundae won't make the calories evaporate.

Chef Seamus Mullen, owner of the restaurant Tertulia in lower Manhattan, swears by the seeds. "They're neutral in flavor and very versatile. They don't represent much more than texture. I've used them in crackers and in vinaigrettes to give an extra dose of good fat." Mullen has battled rheumatoid arthritis, and though he doesn't describe chia as a silver bullet, he believes that adding chia to his diet has helped his overall health immensely. "Hardly a day goes by that I don't eat it myself," Mullen says.


Chia Co Takes the Lead in a Global Health-Food Revolution

SITTING IN AN AIRY conference room inside the Chia Co's SoHo offices in New York City, founder John Foss and his chief marketing officer and sister-in-law, April Helliwell, are spooning up some of the four newest flavors of Chia Pod. The healthy breakfast snack comes in eight flavors, including strawberry, lemon and date, dark cacao and coffee, mixed with almond or coconut milk and—of course—chia seeds. The orange-hued, snappily packaged Pods are just one part of the company's expanding range of chia-related products, including heat-and-eat Chia Pod Oats and Chia Pod Bircher Müesli. When faced with the inevitable question about the relationship between his chia products and those kitschy terra-cotta planters known as Chia Pets, Foss shrugs and laughs. "It's fine. If that's how people first found out about chia, we don't care."

Foss, who hails from the Kimberley region of Western Australia, is first and foremost a farmer. It's his agricultural expertise—along with a die-hard belief in the importance of sustainable crops with a high density of nutrients—that has helped make chia a dominant part of the current health-food market. He describes the Chia Co's mission with the vigor of a Sunday-morning preacher: "First, we identify the places that have the right latitude in the chia band—the crop grows best within 15 degrees of the equator, north or south—as well as the right climate, the right access to water and irrigation and the right soil." Using Google Maps, Foss locates farms around the globe, from Nicaragua to Tanzania and Kenya, for potential partnerships. "Then we travel to those farms to meet the farmers and understand their vision," he adds. "We partner with farmers who want to make a difference, who are passionate about growing a crop for the long term."

So what is chia, exactly? Simply put, it's a flowering plant in the mint family. Since its recent identification as a superfood, chia has soared in popularity. But Foss believes that chia has more staying power than paleo diets or the latest juice cleanse. According to nutrition expert Ashley Koff, chia is packed with fiber and omega-3 fatty acids, as well as amino acids and some antioxidants. Koff recommends chia to her clients, but only as part of a balanced diet. "If you add one serving of chia or a whole-food product containing chia at all three meals, you'll do well digestively and see health benefits."

Chia seeds form a gel in liquid, absorbing 16 times their weight in water. The fiber helps clear waste out of the body, and, says Koff, "you can get full by eating less." Not surprisingly, chia is a favorite among fashion models (including Doutzen Kroes, Lara Stone, Miranda Kerr and Karolína Kurková) as well as Gwyneth Paltrow, who has championed the wonders of chia on her website, Goop. That said, Koff warns, "Just because something has chia in it, it's not necessarily good for you." Drizzling chia seeds on your ice cream sundae won't make the calories evaporate.

Chef Seamus Mullen, owner of the restaurant Tertulia in lower Manhattan, swears by the seeds. "They're neutral in flavor and very versatile. They don't represent much more than texture. I've used them in crackers and in vinaigrettes to give an extra dose of good fat." Mullen has battled rheumatoid arthritis, and though he doesn't describe chia as a silver bullet, he believes that adding chia to his diet has helped his overall health immensely. "Hardly a day goes by that I don't eat it myself," Mullen says.


Chia Co Takes the Lead in a Global Health-Food Revolution

SITTING IN AN AIRY conference room inside the Chia Co's SoHo offices in New York City, founder John Foss and his chief marketing officer and sister-in-law, April Helliwell, are spooning up some of the four newest flavors of Chia Pod. The healthy breakfast snack comes in eight flavors, including strawberry, lemon and date, dark cacao and coffee, mixed with almond or coconut milk and—of course—chia seeds. The orange-hued, snappily packaged Pods are just one part of the company's expanding range of chia-related products, including heat-and-eat Chia Pod Oats and Chia Pod Bircher Müesli. When faced with the inevitable question about the relationship between his chia products and those kitschy terra-cotta planters known as Chia Pets, Foss shrugs and laughs. "It's fine. If that's how people first found out about chia, we don't care."

Foss, who hails from the Kimberley region of Western Australia, is first and foremost a farmer. It's his agricultural expertise—along with a die-hard belief in the importance of sustainable crops with a high density of nutrients—that has helped make chia a dominant part of the current health-food market. He describes the Chia Co's mission with the vigor of a Sunday-morning preacher: "First, we identify the places that have the right latitude in the chia band—the crop grows best within 15 degrees of the equator, north or south—as well as the right climate, the right access to water and irrigation and the right soil." Using Google Maps, Foss locates farms around the globe, from Nicaragua to Tanzania and Kenya, for potential partnerships. "Then we travel to those farms to meet the farmers and understand their vision," he adds. "We partner with farmers who want to make a difference, who are passionate about growing a crop for the long term."

So what is chia, exactly? Simply put, it's a flowering plant in the mint family. Since its recent identification as a superfood, chia has soared in popularity. But Foss believes that chia has more staying power than paleo diets or the latest juice cleanse. According to nutrition expert Ashley Koff, chia is packed with fiber and omega-3 fatty acids, as well as amino acids and some antioxidants. Koff recommends chia to her clients, but only as part of a balanced diet. "If you add one serving of chia or a whole-food product containing chia at all three meals, you'll do well digestively and see health benefits."

Chia seeds form a gel in liquid, absorbing 16 times their weight in water. The fiber helps clear waste out of the body, and, says Koff, "you can get full by eating less." Not surprisingly, chia is a favorite among fashion models (including Doutzen Kroes, Lara Stone, Miranda Kerr and Karolína Kurková) as well as Gwyneth Paltrow, who has championed the wonders of chia on her website, Goop. That said, Koff warns, "Just because something has chia in it, it's not necessarily good for you." Drizzling chia seeds on your ice cream sundae won't make the calories evaporate.

Chef Seamus Mullen, owner of the restaurant Tertulia in lower Manhattan, swears by the seeds. "They're neutral in flavor and very versatile. They don't represent much more than texture. I've used them in crackers and in vinaigrettes to give an extra dose of good fat." Mullen has battled rheumatoid arthritis, and though he doesn't describe chia as a silver bullet, he believes that adding chia to his diet has helped his overall health immensely. "Hardly a day goes by that I don't eat it myself," Mullen says.


Chia Co Takes the Lead in a Global Health-Food Revolution

SITTING IN AN AIRY conference room inside the Chia Co's SoHo offices in New York City, founder John Foss and his chief marketing officer and sister-in-law, April Helliwell, are spooning up some of the four newest flavors of Chia Pod. The healthy breakfast snack comes in eight flavors, including strawberry, lemon and date, dark cacao and coffee, mixed with almond or coconut milk and—of course—chia seeds. The orange-hued, snappily packaged Pods are just one part of the company's expanding range of chia-related products, including heat-and-eat Chia Pod Oats and Chia Pod Bircher Müesli. When faced with the inevitable question about the relationship between his chia products and those kitschy terra-cotta planters known as Chia Pets, Foss shrugs and laughs. "It's fine. If that's how people first found out about chia, we don't care."

Foss, who hails from the Kimberley region of Western Australia, is first and foremost a farmer. It's his agricultural expertise—along with a die-hard belief in the importance of sustainable crops with a high density of nutrients—that has helped make chia a dominant part of the current health-food market. He describes the Chia Co's mission with the vigor of a Sunday-morning preacher: "First, we identify the places that have the right latitude in the chia band—the crop grows best within 15 degrees of the equator, north or south—as well as the right climate, the right access to water and irrigation and the right soil." Using Google Maps, Foss locates farms around the globe, from Nicaragua to Tanzania and Kenya, for potential partnerships. "Then we travel to those farms to meet the farmers and understand their vision," he adds. "We partner with farmers who want to make a difference, who are passionate about growing a crop for the long term."

So what is chia, exactly? Simply put, it's a flowering plant in the mint family. Since its recent identification as a superfood, chia has soared in popularity. But Foss believes that chia has more staying power than paleo diets or the latest juice cleanse. According to nutrition expert Ashley Koff, chia is packed with fiber and omega-3 fatty acids, as well as amino acids and some antioxidants. Koff recommends chia to her clients, but only as part of a balanced diet. "If you add one serving of chia or a whole-food product containing chia at all three meals, you'll do well digestively and see health benefits."

Chia seeds form a gel in liquid, absorbing 16 times their weight in water. The fiber helps clear waste out of the body, and, says Koff, "you can get full by eating less." Not surprisingly, chia is a favorite among fashion models (including Doutzen Kroes, Lara Stone, Miranda Kerr and Karolína Kurková) as well as Gwyneth Paltrow, who has championed the wonders of chia on her website, Goop. That said, Koff warns, "Just because something has chia in it, it's not necessarily good for you." Drizzling chia seeds on your ice cream sundae won't make the calories evaporate.

Chef Seamus Mullen, owner of the restaurant Tertulia in lower Manhattan, swears by the seeds. "They're neutral in flavor and very versatile. They don't represent much more than texture. I've used them in crackers and in vinaigrettes to give an extra dose of good fat." Mullen has battled rheumatoid arthritis, and though he doesn't describe chia as a silver bullet, he believes that adding chia to his diet has helped his overall health immensely. "Hardly a day goes by that I don't eat it myself," Mullen says.


Chia Co Takes the Lead in a Global Health-Food Revolution

SITTING IN AN AIRY conference room inside the Chia Co's SoHo offices in New York City, founder John Foss and his chief marketing officer and sister-in-law, April Helliwell, are spooning up some of the four newest flavors of Chia Pod. The healthy breakfast snack comes in eight flavors, including strawberry, lemon and date, dark cacao and coffee, mixed with almond or coconut milk and—of course—chia seeds. The orange-hued, snappily packaged Pods are just one part of the company's expanding range of chia-related products, including heat-and-eat Chia Pod Oats and Chia Pod Bircher Müesli. When faced with the inevitable question about the relationship between his chia products and those kitschy terra-cotta planters known as Chia Pets, Foss shrugs and laughs. "It's fine. If that's how people first found out about chia, we don't care."

Foss, who hails from the Kimberley region of Western Australia, is first and foremost a farmer. It's his agricultural expertise—along with a die-hard belief in the importance of sustainable crops with a high density of nutrients—that has helped make chia a dominant part of the current health-food market. He describes the Chia Co's mission with the vigor of a Sunday-morning preacher: "First, we identify the places that have the right latitude in the chia band—the crop grows best within 15 degrees of the equator, north or south—as well as the right climate, the right access to water and irrigation and the right soil." Using Google Maps, Foss locates farms around the globe, from Nicaragua to Tanzania and Kenya, for potential partnerships. "Then we travel to those farms to meet the farmers and understand their vision," he adds. "We partner with farmers who want to make a difference, who are passionate about growing a crop for the long term."

So what is chia, exactly? Simply put, it's a flowering plant in the mint family. Since its recent identification as a superfood, chia has soared in popularity. But Foss believes that chia has more staying power than paleo diets or the latest juice cleanse. According to nutrition expert Ashley Koff, chia is packed with fiber and omega-3 fatty acids, as well as amino acids and some antioxidants. Koff recommends chia to her clients, but only as part of a balanced diet. "If you add one serving of chia or a whole-food product containing chia at all three meals, you'll do well digestively and see health benefits."

Chia seeds form a gel in liquid, absorbing 16 times their weight in water. The fiber helps clear waste out of the body, and, says Koff, "you can get full by eating less." Not surprisingly, chia is a favorite among fashion models (including Doutzen Kroes, Lara Stone, Miranda Kerr and Karolína Kurková) as well as Gwyneth Paltrow, who has championed the wonders of chia on her website, Goop. That said, Koff warns, "Just because something has chia in it, it's not necessarily good for you." Drizzling chia seeds on your ice cream sundae won't make the calories evaporate.

Chef Seamus Mullen, owner of the restaurant Tertulia in lower Manhattan, swears by the seeds. "They're neutral in flavor and very versatile. They don't represent much more than texture. I've used them in crackers and in vinaigrettes to give an extra dose of good fat." Mullen has battled rheumatoid arthritis, and though he doesn't describe chia as a silver bullet, he believes that adding chia to his diet has helped his overall health immensely. "Hardly a day goes by that I don't eat it myself," Mullen says.


Chia Co Takes the Lead in a Global Health-Food Revolution

SITTING IN AN AIRY conference room inside the Chia Co's SoHo offices in New York City, founder John Foss and his chief marketing officer and sister-in-law, April Helliwell, are spooning up some of the four newest flavors of Chia Pod. The healthy breakfast snack comes in eight flavors, including strawberry, lemon and date, dark cacao and coffee, mixed with almond or coconut milk and—of course—chia seeds. The orange-hued, snappily packaged Pods are just one part of the company's expanding range of chia-related products, including heat-and-eat Chia Pod Oats and Chia Pod Bircher Müesli. When faced with the inevitable question about the relationship between his chia products and those kitschy terra-cotta planters known as Chia Pets, Foss shrugs and laughs. "It's fine. If that's how people first found out about chia, we don't care."

Foss, who hails from the Kimberley region of Western Australia, is first and foremost a farmer. It's his agricultural expertise—along with a die-hard belief in the importance of sustainable crops with a high density of nutrients—that has helped make chia a dominant part of the current health-food market. He describes the Chia Co's mission with the vigor of a Sunday-morning preacher: "First, we identify the places that have the right latitude in the chia band—the crop grows best within 15 degrees of the equator, north or south—as well as the right climate, the right access to water and irrigation and the right soil." Using Google Maps, Foss locates farms around the globe, from Nicaragua to Tanzania and Kenya, for potential partnerships. "Then we travel to those farms to meet the farmers and understand their vision," he adds. "We partner with farmers who want to make a difference, who are passionate about growing a crop for the long term."

So what is chia, exactly? Simply put, it's a flowering plant in the mint family. Since its recent identification as a superfood, chia has soared in popularity. But Foss believes that chia has more staying power than paleo diets or the latest juice cleanse. According to nutrition expert Ashley Koff, chia is packed with fiber and omega-3 fatty acids, as well as amino acids and some antioxidants. Koff recommends chia to her clients, but only as part of a balanced diet. "If you add one serving of chia or a whole-food product containing chia at all three meals, you'll do well digestively and see health benefits."

Chia seeds form a gel in liquid, absorbing 16 times their weight in water. The fiber helps clear waste out of the body, and, says Koff, "you can get full by eating less." Not surprisingly, chia is a favorite among fashion models (including Doutzen Kroes, Lara Stone, Miranda Kerr and Karolína Kurková) as well as Gwyneth Paltrow, who has championed the wonders of chia on her website, Goop. That said, Koff warns, "Just because something has chia in it, it's not necessarily good for you." Drizzling chia seeds on your ice cream sundae won't make the calories evaporate.

Chef Seamus Mullen, owner of the restaurant Tertulia in lower Manhattan, swears by the seeds. "They're neutral in flavor and very versatile. They don't represent much more than texture. I've used them in crackers and in vinaigrettes to give an extra dose of good fat." Mullen has battled rheumatoid arthritis, and though he doesn't describe chia as a silver bullet, he believes that adding chia to his diet has helped his overall health immensely. "Hardly a day goes by that I don't eat it myself," Mullen says.


Chia Co Takes the Lead in a Global Health-Food Revolution

SITTING IN AN AIRY conference room inside the Chia Co's SoHo offices in New York City, founder John Foss and his chief marketing officer and sister-in-law, April Helliwell, are spooning up some of the four newest flavors of Chia Pod. The healthy breakfast snack comes in eight flavors, including strawberry, lemon and date, dark cacao and coffee, mixed with almond or coconut milk and—of course—chia seeds. The orange-hued, snappily packaged Pods are just one part of the company's expanding range of chia-related products, including heat-and-eat Chia Pod Oats and Chia Pod Bircher Müesli. When faced with the inevitable question about the relationship between his chia products and those kitschy terra-cotta planters known as Chia Pets, Foss shrugs and laughs. "It's fine. If that's how people first found out about chia, we don't care."

Foss, who hails from the Kimberley region of Western Australia, is first and foremost a farmer. It's his agricultural expertise—along with a die-hard belief in the importance of sustainable crops with a high density of nutrients—that has helped make chia a dominant part of the current health-food market. He describes the Chia Co's mission with the vigor of a Sunday-morning preacher: "First, we identify the places that have the right latitude in the chia band—the crop grows best within 15 degrees of the equator, north or south—as well as the right climate, the right access to water and irrigation and the right soil." Using Google Maps, Foss locates farms around the globe, from Nicaragua to Tanzania and Kenya, for potential partnerships. "Then we travel to those farms to meet the farmers and understand their vision," he adds. "We partner with farmers who want to make a difference, who are passionate about growing a crop for the long term."

So what is chia, exactly? Simply put, it's a flowering plant in the mint family. Since its recent identification as a superfood, chia has soared in popularity. But Foss believes that chia has more staying power than paleo diets or the latest juice cleanse. According to nutrition expert Ashley Koff, chia is packed with fiber and omega-3 fatty acids, as well as amino acids and some antioxidants. Koff recommends chia to her clients, but only as part of a balanced diet. "If you add one serving of chia or a whole-food product containing chia at all three meals, you'll do well digestively and see health benefits."

Chia seeds form a gel in liquid, absorbing 16 times their weight in water. The fiber helps clear waste out of the body, and, says Koff, "you can get full by eating less." Not surprisingly, chia is a favorite among fashion models (including Doutzen Kroes, Lara Stone, Miranda Kerr and Karolína Kurková) as well as Gwyneth Paltrow, who has championed the wonders of chia on her website, Goop. That said, Koff warns, "Just because something has chia in it, it's not necessarily good for you." Drizzling chia seeds on your ice cream sundae won't make the calories evaporate.

Chef Seamus Mullen, owner of the restaurant Tertulia in lower Manhattan, swears by the seeds. "They're neutral in flavor and very versatile. They don't represent much more than texture. I've used them in crackers and in vinaigrettes to give an extra dose of good fat." Mullen has battled rheumatoid arthritis, and though he doesn't describe chia as a silver bullet, he believes that adding chia to his diet has helped his overall health immensely. "Hardly a day goes by that I don't eat it myself," Mullen says.


Chia Co Takes the Lead in a Global Health-Food Revolution

SITTING IN AN AIRY conference room inside the Chia Co's SoHo offices in New York City, founder John Foss and his chief marketing officer and sister-in-law, April Helliwell, are spooning up some of the four newest flavors of Chia Pod. The healthy breakfast snack comes in eight flavors, including strawberry, lemon and date, dark cacao and coffee, mixed with almond or coconut milk and—of course—chia seeds. The orange-hued, snappily packaged Pods are just one part of the company's expanding range of chia-related products, including heat-and-eat Chia Pod Oats and Chia Pod Bircher Müesli. When faced with the inevitable question about the relationship between his chia products and those kitschy terra-cotta planters known as Chia Pets, Foss shrugs and laughs. "It's fine. If that's how people first found out about chia, we don't care."

Foss, who hails from the Kimberley region of Western Australia, is first and foremost a farmer. It's his agricultural expertise—along with a die-hard belief in the importance of sustainable crops with a high density of nutrients—that has helped make chia a dominant part of the current health-food market. He describes the Chia Co's mission with the vigor of a Sunday-morning preacher: "First, we identify the places that have the right latitude in the chia band—the crop grows best within 15 degrees of the equator, north or south—as well as the right climate, the right access to water and irrigation and the right soil." Using Google Maps, Foss locates farms around the globe, from Nicaragua to Tanzania and Kenya, for potential partnerships. "Then we travel to those farms to meet the farmers and understand their vision," he adds. "We partner with farmers who want to make a difference, who are passionate about growing a crop for the long term."

So what is chia, exactly? Simply put, it's a flowering plant in the mint family. Since its recent identification as a superfood, chia has soared in popularity. But Foss believes that chia has more staying power than paleo diets or the latest juice cleanse. According to nutrition expert Ashley Koff, chia is packed with fiber and omega-3 fatty acids, as well as amino acids and some antioxidants. Koff recommends chia to her clients, but only as part of a balanced diet. "If you add one serving of chia or a whole-food product containing chia at all three meals, you'll do well digestively and see health benefits."

Chia seeds form a gel in liquid, absorbing 16 times their weight in water. The fiber helps clear waste out of the body, and, says Koff, "you can get full by eating less." Not surprisingly, chia is a favorite among fashion models (including Doutzen Kroes, Lara Stone, Miranda Kerr and Karolína Kurková) as well as Gwyneth Paltrow, who has championed the wonders of chia on her website, Goop. That said, Koff warns, "Just because something has chia in it, it's not necessarily good for you." Drizzling chia seeds on your ice cream sundae won't make the calories evaporate.

Chef Seamus Mullen, owner of the restaurant Tertulia in lower Manhattan, swears by the seeds. "They're neutral in flavor and very versatile. They don't represent much more than texture. I've used them in crackers and in vinaigrettes to give an extra dose of good fat." Mullen has battled rheumatoid arthritis, and though he doesn't describe chia as a silver bullet, he believes that adding chia to his diet has helped his overall health immensely. "Hardly a day goes by that I don't eat it myself," Mullen says.


Chia Co Takes the Lead in a Global Health-Food Revolution

SITTING IN AN AIRY conference room inside the Chia Co's SoHo offices in New York City, founder John Foss and his chief marketing officer and sister-in-law, April Helliwell, are spooning up some of the four newest flavors of Chia Pod. The healthy breakfast snack comes in eight flavors, including strawberry, lemon and date, dark cacao and coffee, mixed with almond or coconut milk and—of course—chia seeds. The orange-hued, snappily packaged Pods are just one part of the company's expanding range of chia-related products, including heat-and-eat Chia Pod Oats and Chia Pod Bircher Müesli. When faced with the inevitable question about the relationship between his chia products and those kitschy terra-cotta planters known as Chia Pets, Foss shrugs and laughs. "It's fine. If that's how people first found out about chia, we don't care."

Foss, who hails from the Kimberley region of Western Australia, is first and foremost a farmer. It's his agricultural expertise—along with a die-hard belief in the importance of sustainable crops with a high density of nutrients—that has helped make chia a dominant part of the current health-food market. He describes the Chia Co's mission with the vigor of a Sunday-morning preacher: "First, we identify the places that have the right latitude in the chia band—the crop grows best within 15 degrees of the equator, north or south—as well as the right climate, the right access to water and irrigation and the right soil." Using Google Maps, Foss locates farms around the globe, from Nicaragua to Tanzania and Kenya, for potential partnerships. "Then we travel to those farms to meet the farmers and understand their vision," he adds. "We partner with farmers who want to make a difference, who are passionate about growing a crop for the long term."

So what is chia, exactly? Simply put, it's a flowering plant in the mint family. Since its recent identification as a superfood, chia has soared in popularity. But Foss believes that chia has more staying power than paleo diets or the latest juice cleanse. According to nutrition expert Ashley Koff, chia is packed with fiber and omega-3 fatty acids, as well as amino acids and some antioxidants. Koff recommends chia to her clients, but only as part of a balanced diet. "If you add one serving of chia or a whole-food product containing chia at all three meals, you'll do well digestively and see health benefits."

Chia seeds form a gel in liquid, absorbing 16 times their weight in water. The fiber helps clear waste out of the body, and, says Koff, "you can get full by eating less." Not surprisingly, chia is a favorite among fashion models (including Doutzen Kroes, Lara Stone, Miranda Kerr and Karolína Kurková) as well as Gwyneth Paltrow, who has championed the wonders of chia on her website, Goop. That said, Koff warns, "Just because something has chia in it, it's not necessarily good for you." Drizzling chia seeds on your ice cream sundae won't make the calories evaporate.

Chef Seamus Mullen, owner of the restaurant Tertulia in lower Manhattan, swears by the seeds. "They're neutral in flavor and very versatile. They don't represent much more than texture. I've used them in crackers and in vinaigrettes to give an extra dose of good fat." Mullen has battled rheumatoid arthritis, and though he doesn't describe chia as a silver bullet, he believes that adding chia to his diet has helped his overall health immensely. "Hardly a day goes by that I don't eat it myself," Mullen says.


Chia Co Takes the Lead in a Global Health-Food Revolution

SITTING IN AN AIRY conference room inside the Chia Co's SoHo offices in New York City, founder John Foss and his chief marketing officer and sister-in-law, April Helliwell, are spooning up some of the four newest flavors of Chia Pod. The healthy breakfast snack comes in eight flavors, including strawberry, lemon and date, dark cacao and coffee, mixed with almond or coconut milk and—of course—chia seeds. The orange-hued, snappily packaged Pods are just one part of the company's expanding range of chia-related products, including heat-and-eat Chia Pod Oats and Chia Pod Bircher Müesli. When faced with the inevitable question about the relationship between his chia products and those kitschy terra-cotta planters known as Chia Pets, Foss shrugs and laughs. "It's fine. If that's how people first found out about chia, we don't care."

Foss, who hails from the Kimberley region of Western Australia, is first and foremost a farmer. It's his agricultural expertise—along with a die-hard belief in the importance of sustainable crops with a high density of nutrients—that has helped make chia a dominant part of the current health-food market. He describes the Chia Co's mission with the vigor of a Sunday-morning preacher: "First, we identify the places that have the right latitude in the chia band—the crop grows best within 15 degrees of the equator, north or south—as well as the right climate, the right access to water and irrigation and the right soil." Using Google Maps, Foss locates farms around the globe, from Nicaragua to Tanzania and Kenya, for potential partnerships. "Then we travel to those farms to meet the farmers and understand their vision," he adds. "We partner with farmers who want to make a difference, who are passionate about growing a crop for the long term."

So what is chia, exactly? Simply put, it's a flowering plant in the mint family. Since its recent identification as a superfood, chia has soared in popularity. But Foss believes that chia has more staying power than paleo diets or the latest juice cleanse. According to nutrition expert Ashley Koff, chia is packed with fiber and omega-3 fatty acids, as well as amino acids and some antioxidants. Koff recommends chia to her clients, but only as part of a balanced diet. "If you add one serving of chia or a whole-food product containing chia at all three meals, you'll do well digestively and see health benefits."

Chia seeds form a gel in liquid, absorbing 16 times their weight in water. The fiber helps clear waste out of the body, and, says Koff, "you can get full by eating less." Not surprisingly, chia is a favorite among fashion models (including Doutzen Kroes, Lara Stone, Miranda Kerr and Karolína Kurková) as well as Gwyneth Paltrow, who has championed the wonders of chia on her website, Goop. That said, Koff warns, "Just because something has chia in it, it's not necessarily good for you." Drizzling chia seeds on your ice cream sundae won't make the calories evaporate.

Chef Seamus Mullen, owner of the restaurant Tertulia in lower Manhattan, swears by the seeds. "They're neutral in flavor and very versatile. They don't represent much more than texture. I've used them in crackers and in vinaigrettes to give an extra dose of good fat." Mullen has battled rheumatoid arthritis, and though he doesn't describe chia as a silver bullet, he believes that adding chia to his diet has helped his overall health immensely. "Hardly a day goes by that I don't eat it myself," Mullen says.