Values & Ethos

Full-Length Articulation

Slow, Not Fast

Matthew embodies a deliberate and observant approach. He takes his time to learn, often toils to find words, and is unhurried to chime in. However, he insists we can better understand the world around us with care and attention to observation.

Nicola flourishes in a bustling environment. Her day is brimming with lists of tasks, and she finds it essential to stay occupied. This organised approach enables her to create time to concentrate on making, crafting, and creating.

Within these moments—preparing fermented drinks, tending to a simmering bone broth, crafting ambience, writing in calligraphy, and the thoughtful seasoning process—Nicola finds excellent relaxation and calm.

While their approaches differ, Matthew and Nicola understand that observing slowly and considerately helps one learn the most about life. Better decision-making, deeper understanding, more precise writing, and more sustainable growth are found within slow, not fast.

We have learned that taking our time results in more profound connections with others and more fulfilling experiences. Our shared ethos of slowness permeates everything we do, whether it's the meticulous crafting of a meal or the thoughtful way we bring people together.

To invite reflection, what small changes could you make in your daily routine or mindset to incorporate moments of slowness and reflection into your busy life?

Embracing the value of intentional living can lead to better decision-making, enhanced relationships, and a more fulfilling existence.

Throughout our journey, we've met many people who share our belief in taking things slow. These experiences have brought us closer and helped us understand the value of a deliberate and thoughtful approach.

Slow is faster. Being slow is smooth, and through this gradual meandering, we've built a business, a lifestyle, and an approach that may resonate with you as well.

Smooth is faster. Just look at water—it reflects the power and grace of embracing a slower, more deliberate pace.

Go Hungry, Get Cold, Feel the Ground

In a world that often prioritises comfort and convenience, willingly going hungry, subjecting oneself to the discomfort of cold temperatures, and grounding—being in direct contact with the Earth—may seem counterintuitive. Yet, there is profound wisdom in embracing these experiences as pathways to excellent health, resilience, and self-awareness.

Intermittent fasting has become essential to our lifestyle, providing various health benefits such as weight management, improved metabolic function, and enhanced overall well-being. It also enhances cognitive function, boosts the immune system, and may extend lifespan. Embracing hunger allows us to take control of our relationship with food and unlock the body's potential for vibrant health and vitality.

Practitioners of cold water exposure, inspired by figures such as Wim Hof and rooted in ancient traditions such as Taoist philosophy, understand the transformative power of embracing the cold. Cold exposure activates the body's natural mechanisms for thermoregulation, boosting circulation, enhancing immune function, and promoting the release of endorphins—nature's mood enhancers. Beyond the physical benefits, cold exposure fosters mental resilience, cultivates a sense of inner strength, and deepens our connection to the natural world.

Walking barefoot on the ground lets us connect directly with the Earth's surface and absorb its negative electrons. This practice, known as grounding or earthing, has been shown to have various benefits, such as reducing inflammation, improving sleep, enhancing mood, and lowering stress levels. By feeling the ground beneath our feet, we reconnect with the natural world and tap into a powerful physical and emotional well-being source.

In Taoist philosophy, the concept of "wu wei"—or effortless action—teaches us to align with the natural rhythms of life rather than resisting them. In embracing the principles of "Go Hungry, Get Cold, Feel the Ground," we challenge the notion that comfort is synonymous with well-being. We acknowledge that discomfort can drive growth, healing, and self-discovery. 

By embracing hunger, the cold, and grounding, we reconnect with our primal nature, unlock the body's innate wisdom, and journey towards optimal health and vitality.

Take Pride

We take pride in craftsmanship, stewardship, and doing things right, even when no one is watching. We know that every detail matters and every effort counts.

Our pride stems from a deep-seated respect for our craft. Whether it's the precision of a finely sharpened knife slicing through a garden-fresh tomato or the meticulous care taken in fermenting a batch of sauerkraut, we honour the traditions and skills passed down through generations.

We believe in stewardship beyond our surroundings, taking responsibility for the legacy we leave. When cultivating the land, we aim to leave it richer. Our ingredient sourcing respects the earth and its bounty, reflecting our commitment to interconnectedness.

In our world, no effort is too small. The extra minutes spent perfecting a recipe, the thoughtful arrangement of a table setting, and the genuine smile extended to a guest are the details that collectively shape an Ethicurean Life experience. We believe that true craftsmanship lies in these small, often unnoticed moments.

Embrace Oddness

Normal is overrated. We celebrate the weird, the wonderful, and the unconventional—true innovation springs from embracing our oddness and daring to be different.

At Ethicurean Life, we revel in the offbeat and the extraordinary. We see beauty in the quirky, the unconventional, and the downright odd. It's in the asymmetrical heirloom tomatoes, each a unique masterpiece of nature's artistry. It's in the wild fermentation experiments that yield unexpected and delightful flavours.

Our embrace of oddness celebrates individuality. We recognise that the most remarkable innovations often arise from the willingness to defy norms and venture into uncharted territory. We encourage our community to explore the unusual, ask questions, and see the world differently. This curiosity and openness to the unexpected are the seeds of creativity and progress.

In our kitchens and gardens, we play with flavours, techniques, and ideas that others might overlook or dismiss. We mix the ancient with the modern and the local with the global, creating tastes and experiences that reflect the richness of diversity. By celebrating our oddness, we invite others to enjoy the unexpected and embrace their unique contributions to the world.

Preeminence

We always strive for excellence in everything we do. We never settle for mediocrity and always aim to be the best. Our goal is to set high standards and exceed them.

Excellence is not a destination but a journey. At Ethicurean Life, we are pursuing the next moment of deliciousness, whether refining a recipe, enhancing our sustainability practices, or deepening our understanding of the land.

This commitment to excellence is evident in every facet of our work. It's in the carefully curated ingredients we choose, the innovative techniques we employ, and the thoughtful way we engage with our community. We hold ourselves to the highest standards, knowing that excellence reflects our values and vision.

We recognise that achieving excellence demands both passion and discipline. It involves pushing boundaries, taking risks, and learning from successes and setbacks. We strive to think critically, innovate constantly, and inspire others to appreciate the nourishment provided by food.

We Can Learn from Water

Water is a teacher, a mirror, and a metaphor for life. It teaches us the power of adaptability, the wisdom of persistence, and the beauty of flow. We look to water for inspiration, knowing that its lessons run deep.

In its simplicity and profundity, water holds invaluable lessons for us all. It embodies adaptability, flowing effortlessly around obstacles, finding its path gracefully and quickly.

At Ethicurean Life, we strive to embody this fluidity, adapting to the ever-changing landscape of our environment and our community's needs. We embrace change as an opportunity for growth and innovation, allowing us to remain dynamic and responsive.

Water's persistence is a testament to its quiet strength. It carves out canyons, shapes landscapes, and nourishes life, all through steady, relentless effort. We take inspiration from this perseverance, knowing that outstanding achievements are often the result of many small, consistent actions over time. We commit to our goals with unwavering dedication, trusting that our efforts will create a lasting impact.

The beauty of water lies in its harmony with nature. It reflects the world around it, mirrors the sky, and carries with it the essence of life. We seek to mirror this harmony in our practices, aligning ourselves with the natural rhythms and cycles of the earth. 

By learning from water, we cultivate a deeper connection to nature and ourselves, finding wisdom in its quiet lessons.

Providing Value

Our North Star is value — value for our guests, value for our community, and value for the planet. We believe in giving more than we take and leaving every interaction richer than we found. Value goes beyond mere transactions for us. It's about enriching lives, creating meaningful experiences, and fostering a sense of connection and purpose. 

We measure our success not by profit margins but by our positive impact on the people and the planet. This ethos guides every decision we make, from the ingredients we source to the stories we share.

We strive to provide value in every interaction. For our community, it means creating opportunities for learning, sharing, and growing together. For the planet, it means committing to sustainable practices that honour and protect the earth's resources.

Our dedication to value is a promise to give more than we take. It's about making choices that benefit the greater good, about creating a legacy of positive change. 

By providing genuine value, we build trust, inspire loyalty, and create a ripple effect of goodness far beyond our immediate reach.

People & Planet

We are stewards of both people and the planet. We believe in business as a force for good, where success is measured not just in profit but in the well-being of our communities and the health of our planet.

Our commitment to stewardship is rooted in a deep respect for the interconnectedness of all life. We recognise that our actions have far-reaching consequences and strive to make choices honouring our responsibility to people and the planet. This holistic approach is the foundation of our ethos and the guiding principle behind Ethicurean Life.

Our positive impact on the world measures true success. It also means engaging meaningfully with our community and building partnerships that uplift and empower. Additionally, it means adopting sustainable and regenerative practices to ensure we leave the earth better than we found it.

Our vision for the future is one in which business acts as a catalyst for positive change. We see a world where profit and purpose coexist, and companies are held accountable for their impact on society and the environment.

By leading with our values and striving for excellence in everything we do, we aim to set an example for others to follow, proving that it is possible to succeed while doing good.

Epicurus

We have long been fascinated by the ideas and writings of the Greek philosopher Epicurus (341–270 BCE), whose wisdom still resonates an incredible 2292 years later. Historical records depict Epicurus residing in a lush garden, cultivating deep friendships centred around simple pleasures such as food and seeking tranquillity amidst life's chaos.

Epicurus astutely observed humanity's obsession with luxury, realising that material wealth alone does not guarantee happiness. Instead, he advocated for a more spartan, more mindful existence focused on three fundamental principles:

Firstly, he extolled the importance of genuine human connections, advocating for regular, meaningful interactions with friends—a sentiment echoed in the warmth of shared moments around a kitchen table.

Secondly, Epicurus championed "downshifting," encouraging individuals to prioritise personal growth and self-sufficiency through practical skills like cooking, gardening, and craftsmanship.

Lastly, he recognised the intrinsic value of inner peace, emphasising the power of solitude and introspection as pathways to true contentment.

Epicurus' philosophy spread widely across the Mediterranean, inspiring countless individuals to embrace a harmonious way of life in tune with nature.At its peak, around 400,000 people lived in Epicurean communes from France to Palestine. These communities thrived on friendship, self-sufficiency, and inner peace.

However, in the 5th century, the Christian Church began to take over these Epicurean communes. While the Church respectfully preserved its essence, these communities became what we now know as monasteries.

Monasteries are, in essence, the stone relics of Epicurus' vision. They maintained gardens, herb beds, medicinal plants, and communal dining tables, continuing the Epicurean tradition of living in harmony with nature.

Just as Epicurus found solace in his garden retreat, we, too, find fulfilment in cultivating connections, nurturing the land, and savouring life's simple pleasures. Ethicurean Life is not just a business—it's a testament to Epicurus's enduring wisdom and our commitment to living in harmony with nature.

Hold on to Curiosity

At first glance, the phrase "curiosity killed the cat" may seem like sound advice: "Don't look in there or climb up that." It implies that nothing good can come from taking risks.

However, upon closer examination, this sentiment is just a warning that pessimism can be found everywhere. This phrase does not offer sound or beneficial advice—quite the opposite.

If you were to take this phrase as advice, you would soon become fearful of risk, never striving to better yourself, and scared of the world. Instead of imagining the sensation of being held by the tree's boughs as they bend in the wind and the view from the top, you would only imagine the potential dangers and missed opportunities.

While we haven't yet finalised a phrase that might stick like "curiosity killed the cat," we believe:

Curiosity Creates Life

Life strives to survive.

99.9% of all lifeforms before us are extinct.

Every living thing is the 0.1% that still survives.

Think about that. ↑ 

Doesn't it put things into perspective? 

I bet every one of those living life forms is curious. So are you.

Relish curiosity

In rare parts of the world, even in the UK, at the top of Sallow and Oak trees, there is a chance to witness the last survival attempts of a near-extinct insect, the magnificent Emperor Butterfly. Without curiosity about the world around you, you are unlikely to branch out and make a trip to witness this spectacle while you might be able to.

Our ventures to the Knepp Rewilding Estate epitomise the potency of curiosity.

We began with the simple joy of preparing a 'more than adequate' packed lunch, a task that felt like a ritual. The journey led us to a serene spot where we could sit patiently, listening only to the whispering breeze. This quiet time allowed us to reflect and slow our thoughts, setting the perfect stage for our awaited encounter.

As we immersed ourselves in the environment, we learned to identify the unique textures of Sallow and Oak trees. This skill deepened our appreciation for the landscape. Then, as if on cue, we finally glimpsed the vivid blue tones on the wings of the Emperor Butterfly. The sight was breathtaking, and capturing it in a photograph felt like a triumph.

It was a delightful surprise to realise that our rind-washed cheese had attracted this magnificent insect—a creature more fond of decomposing foods than flowers.

It was a moment of connection, followed by a long, satisfying exhale.

At that moment, a thought dawned upon us:

"Rare insects need a healthy habitat to survive."

This realisation reinforced our understanding that we are part of nature, not separate from it. Nature resides within us all.

And with this understanding comes a responsibility:

'Protect nature'.

We Learn Throughout Life

Following on nicely, curiosity is a lifelong thing.

If you choose, you'll always have things to be curious about, and by design, you'll always continue learning.

At Ethicurean Life, we, Matthew and Nicola, believe that you can learn every conceivable subject from within the kitchen and garden. With unstoppable curiosity, we've dedicated ourselves to unravelling the mysteries of food and its profound connection to our lives. Our mission is to solve the problems many of you face daily by offering practical, engaging, and meaningful ways to transform your relationship with food and nature.

We can help you break free by teaching you how to prepare wholesome, delicious meals from well-sourced, seasonal ingredients. Through our community tutorials, recipes, and workshops, you'll learn that cooking from scratch is healthier, incredibly rewarding, and relaxing.

Are you feeling disconnected from nature? Join us in discovering the joys of foraging, gardening, and spending time outdoors. We'll guide you in identifying edible plants, growing your produce, and understanding the seasonal rhythms that bring harmony to our lives. The connection to the land and its bounty is a profound source of well-being.

Are you interested in improving your health through better eating habits? Join us to explore the science of fermentation. Discover how simple ingredients transform into nutrient-rich foods that support gut health and overall wellness. Learn to create sauerkraut and kefir for yourself and your family.

Are you searching for activities that foster joy and connection?

Our community revolves around the principles of the slow food movement. We emphasise sustainability, mindfulness, and the pleasure of sharing meals. By embracing these values, you'll find greater satisfaction in everyday life and build stronger connections with those around you.

Are you curious about the more profound significance of what you eat? We delve into the history and culture behind culinary traditions.

Each recipe is a journey through time, offering insights into the diverse cultures and stories that have shaped our world. Understanding this heritage enriches your cooking and dining experiences.

Ready to embark on this journey with us?

Join Ethicurean Life today. Subscribe to our recipe club, 'Sæson' and community for exclusive monthly content and tips on living a more intentional, connected life. 

Join us for an in-person workshop and meet like-minded individuals who share your passion for real food and thoughtful living. Follow us on social media to stay inspired and engaged with food, our health & the natural world.

Together, let's transform the way we interact with food and nature.

Embrace the slow, deliberate, and enriching approach we champion at Ethicurean Life.

Your journey towards a more fulfilling, healthy, and connected lifestyle starts here.