#this is supposed to be few highs in my many unproductive low and yet it's still so unproductive in my eyes

[jrueships]

NEED comments... need THOUGHTS! REPLIES!! ANYTHIIIING!! asks with ur THOUGHTS!! for me to READ!! I AM TRAPPED!! I AM TRAPPED !!!

[dwellordream]

“...Because if we want to ask “What was life as a woman like in Sparta?” we really need to ask “What was life like as a helot woman?” because they represent c. 85% of all of our women and c. 42.5% of all of our humans. And I want to stress the importance of this question, because there are more helot women in Sparta than there are free humans in Sparta (as from last time, around 15% of Sparta is free – men and women both included – but 42.5% of Sparta consists of enslaved helot women). If we want to say absolutely anything about the condition of life in Sparta, we simply cannot ignore such a large group of human beings living in Sparta.

...The primary economic occupation of helot women was probably in food preparation and textile production. And if I know my students, I know that the moment I start talking about the economic role of women in ancient households, a very specific half of the class dozes off. Wake Up. There is an awful tendency to see this ‘women’s work’ as somehow lesser or optional. These tasks I just listed are not economically marginal, they are not unimportant. Yes, our ancient sources devalue them, but we should not.

First: let’s be clear – women in ancient households (or early modern households, or modern households) were not idle. They had important jobs every bit as important as the farming, which had to get done for the family to survive. I’ve estimated elsewhere that it probably takes a minimum of something like 2,220 hours per year to produce the minimum necessary textile goods for a household of five (that’s 42 hours a week spinning and weaving, every week). Most of that time is spent spinning raw fibers (either plant fibers from flax to make linen, or animal fibers from sheep to make wool). The next step after that is weaving those threads into fabric. Both weaving and spinning are slow, careful and painstaking exercises.

Food preparation is similarly essential, as you might imagine. As late as 1900, food preparation and cleanup consumed some 44 hours per week on average in American households, plus another 14 hours dedicated to laundry and cleaning (Lebergott, Pursuing Happiness (1993)). So even without child rearing – and ask any parent, there is a TON of work in that – a small peasant household (again, five members) is going to require something like 100 hours per week of ‘woman’s work’ merely to sustain itself.

Now, in a normal peasant household, that work will get split up between the women of the house at all ages. Girls will typically learn to spin and weave at very young ages, at first helping out with the simpler tasks before becoming fully proficient (but of course, now add ‘training time’ as a job requirement for their mothers). But at the same time (see Erdkamp, The Grain Market in the Roman Empire (2005) on this) women often also had to engage in agricultural labor during peak demand – sowing, harvesting, etc. That’s a lot of work to go around. Remember, we’re positing a roughly 5 individual household, so those 100 hours may well be split between only two people (one of whom may be either quite old or quite young and thus not as productive).

...Let’s start textiles. Spartiate women do not engage in textile manufacture (Xen. Lac. 1.4) as noted previously, nor do they seem (though the evidence here is weaker) to engage in food preparation. In the syssitia, at least, the meals are cooked and catered by helot slaves (Plut. Lyc. 12.5, 12.7). In the former case, we are told explicitly by Xenophon that it is slave labor (he uses the word doule, “female slave,” which clearly here must mean helot women) which does this.

So helot women now have an additional demand on their time and energy: not only the 2,200 hours for clothing their own household, but even more clothing the spartiate household they are forced to serve. If we want to throw numbers at this, we might idly suppose something like five helot households serving one spartiate household, suggesting something like a 20% increase in the amount of textile work. We are not told, but it seems a safe bet that they were also forced to serve as ‘domestics’ in spartiate households. That’s actually a fairly heavy and onerous imposition of additional labor on these helot women who already have their hands full.

We also know – as discussed last time – that helot households were forced to turn over a significant portion of their produce, perhaps as high as half. I won’t drag you all through the details now – I love agricultural modeling precisely because it lets us peak into the lives of folks who don’t make it into our sources – but I know of no model of ancient agriculture which can tolerate that kind of extraction without bad consequences. And I hear the retort already coming: well, of course it couldn’t have been that bad, because there were still helots, right? Not quite, because that’s not how poor farming populations work. It can be very bad and still leave you with a stable – but miserable – population.

Let’s talk about seasonal mortality. As the primary food-preparers in the helot household, helot women are going to have the job of managing a constrained but variable flow of food through an extended family that may include their husband, children, older relatives, etc. Given the low productivity of ancient farming, this is a tricky operation in systems where rents are extracting 10% or 20% of the farming yield every year, but given the demands of supporting an entirely unproductive class of elites, it becomes even harder. The key task here is stretching one harvest through the next planting to the next harvest, every year. That means carefully measuring out the food consumption of the household against the available reserves, making sure there is enough to last over the winter. If too much food is extracted by the elites, or the harvest fails or (likely) some combination, the family will run into shortage.

Now, the clever helot woman knows this – peasants, male and female, are canny survivors, not idiots, and they plan for these things (seriously, far too many of my students seem to instinctively fall into the trap of assuming serfs, peasants, etc. are idiots who don’t know what they are doing. These people have survived for generations with very few resources, often in situations of significant volatility and violence; they’re not stupid, they’re poor, and there is a difference!) – so she will have strategies to stretch out that food to try to keep herself and her family alive.

But that in turn often means inflicting a degree of malnutrition on the family unit, in order to avoid outright starvation – stretching the food out. It also probably means a lot of related strategies too: keeping up horizontal ties with other farming households so that there is someone to help you out in a shortage, for instance. Canny survivors. That said – especially in a situation where shortages hit everyone at once – a shortfall in food is often unavoidable.

But, we need to note two things here: first: humans of different ages and conditions react to malnutrition differently. Robust adults can tolerate and recover from periods of malnutrition relatively easily. For pregnant women, malnutrition increases all sorts of bad complications which will probably kill the child and may kill the mother. For the elderly and very young children, malnutrition dramatically increases mortality (read: lots of dead children and grandparents), as compromised immune systems (weakened by malnutrition) lead to diseases that the less robust old and young cannot fight off.

Second – and this is the sad and brutal part – feeding the agricultural workers, meaning the adult males (and to a lesser extent, adult females), has to come first, because they need to make it to the planting with sufficient strength to manage the backbreaking labor of the next crop. If it’s a choice between the survival of the family unit, and taking a chance that you lose Tiny Tim, our helot mother knows she has to risk Tiny Tim.

So in a good year, there is food enough for the entire household. Families expand, children grow up, the elderly part of the family makes it through another winter, imparting wisdom and comfort. But the bad years carry off the very young and the very old (and the as-yet unborn). For children who make it out of infancy, a series of bad years in early childhood – quite a common thing – are likely to leave them physically stunted. It was very likely that most helots were actually physically smaller and weaker than their better nourished spartiate masters for this reason (this is a pattern visible archaeologically over a wide range of pre-modern societies).

The population doesn’t contract, because the mortality isn’t hitting adults of child-bearing age nearly as hard, meaning that in future good years, there will be new children. In fact, societies stuck in this sad equilibrium tend to ‘bounce back’ demographically fairly quickly, because massive external mortality (say from war or plague) frees up land and agricultural surplus which leads to better nutrition which leads to less infant mortality which leads to rapid recovery.

...And so helot women must have spent a lot of time worrying about food scarcity, worrying if their sick and malnourished children or parents would make it through winter. Grieving for the lost child, the lost pregnancy, the parent taken too quickly. Probably all while being forced to do domestic labor for the spartiates, who were both the cause of her misery and at the same time did no labor at all themselves and yet were better fed than her family would ever be. Because peasant labor of any kind is so precariously balanced, we can really say that every garment woven for the spartiates, every bushel turned over, represented in some real sense an increase in that grief. Subsistence farming is always hard – but the Spartan system seems tailor made to push these subsistence farmers deeper and deeper into misery.

The instances of brutality against the helots – the murders and humiliations – which our sources preserve are directed at helot men, but it seems an unavoidable assumption that helot women were also treated poorly. Spartiate women were, after all, products of the same society which trained young men to ambush and murder helot men at night for no reason at all – it strikes me as an enormous and unsubstantiated leap to assume they were, for some reason, kind to their own female domestic servants.

In fact, the one thing we do know about spartiates – men and women alike – is that they seem to have held all manual laborers in contempt, regarding farming, weaving and crafting as tasks unbefitting of free people. I keep returning to it, but I want to again mention the spartiate woman who attempts to shame an Ionian woman because the latter is good at weaving, which in the mind of the spartiate, was labor unbecoming of a free person (Plut. Mor. 241d, note Xen. Lac. 1.4). The same attitude comes out of a spartiate man who, on seeing an Athenian convicted for idleness in court, praised the man, saying he had only been convicted of being free (Plut. Mor. 221c). This is a society that actively despises anyone who has to work for a living – even free people. Why wouldn’t that extend to its treatment of helot women?

To this, of course, we must add now the krypteia and incidents like the 2,000 murdered helots recounted by Thucydides (Thuc. 4.80). While the murdered are men, we need to also think of the survivors: the widowed wives, orphaned daughters, grieving mothers. This must have been part of the pattern of life for helot women as well – the husband or brother or cousin or father or son who went out to the fields one day and didn’t come back. The beautiful boy who was too beautiful and was thus murdered by the spartiates because – as we are told – they expressly targeted the fittest seeming helots in an effort at reverse-eugenics (Plut. Lyc. 28.3).

Finally, we need to talk about the rape. We are not told that spartiate men rape helot women, but it takes wilful ignorance to deny that this happened. First of all, this is a society which sends armed men at night into the unarmed and defenseless countryside (Hdt. 4.146.2; Plut. Lyc. 28.2; Plato, Laws 633). These young men were almost certainly under the normal age of marriage and even if they weren’t, their sexual access to their actual spouse was restricted.

Moreover (as we’ll see in a moment) there were clearly no rules against the sexual exploitation of helot women, just like there were no laws of any kind against the murder of helot men. To believe that these young men – under no direction, constrained by no military law, facing no social censure – did not engage in sexual violence requires disbelieving functionally the entire body of evidence about sexual violence in combat zones from all of human history. Anthropologically speaking, we can be absolutely sure this happened and we can be quite confident (and ought to be more than quite horrified) that it happened frequently.

But we don’t need to guess or rely on comparative evidence, because this rape was happening frequently enough that it produced an identifiable social class. The one secure passage we have to this effect is from Xenophon, who notes that the Spartan army marching to war included a group he calls the nothoi – the bastards (Xen. Hell. 5.3.9). The phrase typically means – and here clearly means – boys born to slave mothers. There is a strong reason to believe that these are the same as the mothakes or mothones which begin appearing with greater frequently in our sources. Several of these mothakes end up being fairly significant figures, most notably Lysander (note Plut. Lys. 2.1-4, where Plutarch politely sidesteps the question of why Lysander was raised in poverty and seemed unusually subservient and also the question of who his mother was).”

- Bret Devereaux, “This. Isn’t. Sparta. Part III: Spartan Women.”

[sparklyafterdark]

[08202019 Helping pissed off CEO Chris] 

You know that look all too well. His face is fixed in an expressionless mask, not frowning or scowling but just blank, and even underneath his suit you can tell how tensed his shoulders are.

This is why you hate these emergency meetings so early in the morning. The day just started and your CEO Chris is already so pissed. He probably hasn't even had his coffee yet when the damn meeting started.

Normally, watching your bosses and higher-ups fighting and spitting venom disguised in niceties and corporate bullshit in front of you would be amusing. This time, you notice how fuming Chris is. Sure, he looks calm and collected to everyone else. But working closely with him for so long, you know his body language better than everyone else in the room, you know the hidden meaning behind his words, and only you can pick up on how he doesn't slam his fingers on the keyboard of his laptop but you can tell from the slightly crunchier sound of the clicks alone that he has a lot of steam to blow. 

It was so hard to focus on the already senseless meeting when all you can think of is how good his hands will look digging into your hips and gripping you hard as he-

No. 

You can't let your mind go there. Seriously? Fantasizing about your hot boss while you're supposed to be working? You're probably even more stressed than him for having wet dreams in broad daylight. 

You watch him intently as you pretend to be busy typing things on your laptop. Your mind just can't help but wander with his newly dyed dark silver hair, sharp eyes that look so intense even when he's not glaring, and strong, solid arms.

Much to your relief, the meeting ended earlier than expected. Maybe they eventually realized how unproductive it actually is with so many things not ironed out before they began. Anyway, Chris is still pissed. He leaned back in his seat, his jaw tensed in a way only you can notice, and ordered everyone out of the room. 

"Need a coffee, Sir?" You stand up and start to unplug and turn off the speakers and TV used for the conference call, ready to head out. Even though you've been working together for quite some time now and you're one of the very few people who can actually approach him when he's mad, you're still very careful not to step on his toes and aggravate his mood. You know that during these situations it would be best to just leave him to cool down alone. After you get him his coffee, that is.

"I do, but there's something else I need more right now," He runs his fingers through his hair in frustration once then goes back to his cool facade.

"Alright then, let me get it for you?" 

He laughs softly, a smirk forming on his face. "Come here,"

You're confused by his request but you put down your laptop and tumbler, walking hesitantly to his end of the long rectangular conference table and grabbing a chair, pushing it closer to him. 

"You won't be needing that," Your brows furrowed in confusion when he grabbed your hand that's still gripping the backrest of the chair. His grip is soft and undemanding like he's giving you a chance to pull away but his eyes tell an entirely different story. "You have the best seat in the house,"

Chris pats his lap and lifts your hand from the chair, grabbing it gently like he's asking for your hand in a dance, but you know it's something else he wants. You're not sure if you're only hallucinating but his warm hands and hypnotizing eyes right in front of you pull you back to reality. Your feet have no control anymore and you give in to his wishes.

With a firm pull on your arm you find yourself sitting sideways on his lap. He licks his lips and looks up at you with a sly smile, reaching up to tuck your hair behind your ears.

"I guess you now know what I want, baby girl," He hums in a low voice, cupping your chin in his fingers. 

Is this even real? Your heart is racing at the thought of your wet dreams coming true. You couldn't count how many times you've fantasized about this moment, how many times you've gotten off at the thought of him, the man who you thought was totally unreachable now underneath you.

Words are totally lost on you and you could only nod in response. Instantly, Chris crashes his lips into yours and you melt under his touch. One of his hands finds its way to your thighs, stroking higher and higher until he reaches inside your skirt, while the unbuttons your shirt, and your hands pull him closer by the hair. Your soft sighs and your hips unconsciously grinding against his thighs in an attempt to get more friction make him kiss you even hungrier, swiping his tongue across your bottom lip and asking for entrance. 

You moan into the kiss when you feel him undoing your bra and slipping off your panties, throwing both pieces of underwear under the table. His kisses grow more desperate, pretty much shoving his tongue down your throat as he fondles your breasts, until he moves down your jaw to your chest, sucking angry purple bruises in the areas hidden by your shirt.

"S-Sir, I- I need-" You were shut up by his lips returning to yours, biting down on your bottom lip and making you whimper in pain and pleasure as he pries your thighs apart and pushes two fingers into your dripping wetness with no warning. You keen at the sudden pleasure, moaning a bit too loudly, your voice echoing through the soundproof walls.

"You don't get to tell me what to do baby girl…" He pulls away from your lips to look at the faces you make as he's finger-fucking you, curling his fingers to brush past your weak spot. "Look how wet you are for me… You've always wanted this, don't you? Do you think I don't notice how you look at me? Do you think I don't know how much you want me to use your tight little pussy? Hmm?" 

He asks but doesn't let you answer. He pulls his fingers out to let you suck on them instead just as your climax bubbles in your core, letting you taste yourself, the satisfied grin on his face growing wider as you feel his cock grow harder underneath you. 

"On your knees," Chris stands up to unbuckle his belt and pull his pants down and you watch the entire time, kneeling down on the carpet in front of him. "Let's put that pretty mouth to good use, will you? Will you let Sir fuck your mouth, baby girl?"

"Yes Sir, use me," Your voice is small and weak and you're surprised how you can still even make any sounds that aren't moans and whimpers. He guides his tip to your lips and you open up right away, lapping up the leaking pre-cum before he shoves his entire length into your mouth until his tip hits the back of your throat. You grow even wetter at the sound of his grunts and heavy breathing, his thrusts getting harder everytime you swallow around him and lick the base of his cock.

"That's it baby, fuck, so good," He loves it especially when you gag on his length and your eyes prickle with tears, a smirk forming on his lips as he admires your fucked out face. A few more rough thrusts of his hips and he pulls out, hissing and groaning as he tightly squeezes the base of his cock so he won't cum yet. Once he's fully sure he won't explode with another touch, he pulls you up by both arms and shrugs off his jacket, rolls up his sleeves and opens the buttons on his shirt revealing his perfectly sculpted abs, and kicks off his pants entirely. 

You swallow hard at the sight before you and you're probably already drooling. You've seen him shirtless before during past company trips but this is a whole new level of hot. Seeing him so feral and disheveled is a welcome change to his usually polished exterior. You've always known he had a wild streak but to actually experience it? Fuck, it felt like a dream. The veins on his arms look angrier than normal as he pushes you face down on the table and lifts your skirt, slamming his length into you and pounding hard without letting you adjust to his size. One hand gripping your waist so tight it's going to leave bruises and the other hand pulling on your hair, his pace is merciless the moment he entered, leaving you screaming his name in ways you never thought was possible. 

You truly are lucky. Chris is so, so good, you can only imagine how many girls are dying to have a taste of him wherever he goes yet here you are bent over on his conference room table, seeing stars everytime he sinks into you.

Soon enough his thrusts get even more relentless, filling the room with wet slapping sounds and the most obscene moans, the pressure building in your gut until you clench hard around him, your senses clouded in bliss as he pulls out and turns you around to release in your mouth. Trembling hands tilt your chin up so he can watch you choke on his cum. He watches you in delight as you swallow every last drop, swiping his thumb at the corner of your mouth to catch any drips. 

Still shaking from your high and looking like an absolute mess, you reach under the table to find your underwear but Chris pulls you back, pinning you down on the carpet. He hasn't gotten dressed yet, his crisp white shirt that was perfectly ironed barely an hour ago now hanging open and crumpled on his torso. 

"Where do you think you're going?" He positions himself between your legs and strokes his cock as it starts to stiffen again. 

"I thought you still needed coffee?" You chuckle as you completely unbutton your top. Chris laughs with you and reaches up the table to get your phone and hands it to you. 

"Fuck coffee, cancel my meeting at 10, tell them I have an emergency appointment."

[goodvibesatpeace]

Evolution Of Love

The experience of love flows through us all, but depending on what aspect of our self is dominating us is how we will perceive it. Real universal love exists in our higher selves and cannot help but be a part of us, for it is part of All That Is. It pervades us at the highest level, and all the way down through our lowest body, the sub-self, which is where real love is least felt and understood.

If we were to start from the bottom up, the sub-self is the basest component of the love perception. It is highly filtered and animal in nature. If words were to be likened to this level of perception it would be: possessive, dominant, sexual, protection, and a "few versus many" potential for expressing it. We are attracted to the opposite sex (or same sex) who unleash the sub-self sexual energy within. This can lead to sexual obsession and a fanatical belief that this is love.

As we move away from the sub-self body, we enter the emotional body and our experience and perception of love is wracked with the highs and lows that come with this body. We can be moody and jealous, and our personal self worth is dependant on how the object of our love is treating us at the time. We are high with their acceptance and approval, and low with their rejection and scorn. The combination of the emotional and sub-self bodies are what most of society operates under as their pretext of "love."

As a person evolves into the mental body, or self, they aren't so focused on the physical side of love. They are more objective in their approach, but still can suffer the thrills and tragedy of the emotional body. These are often the great poets, who transcend the physical side of love into more of an ethereal view of it. However, when scorned, the mental perspective can be associated with judgment, criticism, guarded, and become too analytical. Walls can be built that block off both the emotional body and the higher self. The mental mind can have its own critical agenda of what a person should be before love is bestowed on them.

But alas, the soul's perception of love evolves into the higher self, a perfect state. Here the person is farthest away from the sub-self and traits of that body are negligible, or non-existent. They are not riddled with roller coaster feelings of the emotional body because their love extends to all and is without conditions. Ịt doesn't matter if the love is returned, for that would be a condition. While the love of the higher self has the components of the analytical mind, no walls are formed if rejected, nor is compassion and love reserved only for the supposed worthy. The close reminder of this in our society is what a good parent may feel towards their child. As far as a mate, it is so rare that two people can reach this state at the same time, that witnessing this on this plane of existence is seldom.

We can know where we are at in this evolution by our actions. Are we jealous and clingy? Do we have walls that inhibit the flow of love from the higher self? Are we chasing an inappropriate mate based on their looks and sex appeal?

To love people unconditionally does not mean that you agree with their behavior. Nor does it mean that you have to respect their decisions. This is entirely separate. Unconditional love is accepting them regardless of their poor decisions or unproductive behavior. When you start to love unconditionally, you will know it. You will exist in a stream of pure energy that extends to all those around you. You will be unfettered with cloying emotions, yet can partake in them if you like. You can enjoy a partner sexually, but the perception of love during that experience will be unfiltered and from the highest source.

To me, unconditional love, when viewed from the higher self, is total freedom.

Stay Safe And Take Care

Much Love To All... Go In Peace My Beautiful Friends❤❤❤

[magzoso-tech]

New Post has been published on https://magzoso.com/tech/diet-autopilot-thistle-raises-5m-for-health-food-subscriptions/

Diet autopilot Thistle raises $5M for health food subscriptions

What if it was easier to eat salad than junk food? Most diet routines take a ton of time, whether you’re cooking from scratch, making a meal kit, or seeking out a nutritious restaurant. But on-demand prepared food delivery companies like Sprig that tried to eliminate that work have gone bankrupt from poor unit economics.

Thistle is a different type of food startup. It delivers thrice-weekly cooler bags customized with meat-optional, plant-based breakfasts, lunches, dinners, snacks, sides, and juices. By batching deliveries in the less-congested early morning hours and optimizing routes to its subscribers, or by mailing weekly boxes beyond its own geographies, Thistle makes sure you already have your food the moment you’re hungry. Whether you heat them up or eat them straight out of the fridge, you’re actually dining faster than you could even place an Uber Eats order.

The food on Thistle’s constantly rotating men is downright tasty. You might get a sunrise chia parfait for breakfast, a chicken tropical mango salad for lunch, a microwaveable bulgogi noodle bowl for dinner, with beet hummus and kale-cucumber juice for snacks. Thistle’s not cheap, with meals averaging about $14 each. But compared to competitors’ on-demand delivery markups and service fees, wasting ingredients from the grocer, and the hours of cooking for yourself, it can be a good deal for busy people.

“We see Thistle as part of a movement to make health convenient rather than a high will power chore” CEO Ashwin Cheriyan tells me. What Peloton did to shave time off getting a great workout, Thistle does for eating a nourishing meal. It makes the right choice the easiest choice.

Thistle COO Shiri Avneri and CEO Ashwin Cheriyan with their daughter

The idea of button you can push to make you healthier has attracted a new $5.65 million Series A round for Thistle led by its first institutional investor, PowerPlant Ventures. Bringing the startup to $15 million in funding, the cash will expand Thistle’s delivery domain. Dan Gluck of PowerPlant, which has also funded food break-outs like Beyond Meat, Thrive Market, and Rebbl, will join the board.

Currently Thistle delivers in-person to the Bay Area, LA metro, San Diego, and Sacramento while shipping to most of Washington, Oregon, Utah, Idaho, Nevada, and Arizona. Thistle actually held off on raising more since launching in 2013 to make sure it hammered out unit economics to prevent an implosion. It’s also planning broader meal options, additional product lines, and fresh distribution strategies like getting stocked in office smart kitchens or subsidized by wellness plans.

“The reasons that so many food delivery companies have failed likely fall into two buckets: one, a lack of focus on margins and unit economics, and two, premature geographic expansion before proving out the business model” says Cheriyan. “Thistle makes money similar to how a well run restaurant would make money – by having strong gross margins, efficient customer acquisition costs, and solid customer retention / lifetime metrics. We currently deliver tens of thousands of meals on a weekly basis to customers on the West Coast and our annual average growth rate since launch has been 100%+.”

It’s nice that Thistle hasn’t gone out of business because I’ve been eating its salads 6X a week for three years. It’s been the most efficient way for me to get healthier and lose weight after a half-decade of ordering takeout sandwiches and then feeling sluggish all day. I legitimately look forward to each one since they often have 20+ ingredients and only repeat every few months so they’re never boring.

It’s helped me keep my work-from-home lunches to about 20 minutes so I have more time for writing. Thistle is one of the few startups I consistently recommend to people. When asked how I lost 25lbs before my wedding, I point to Peloton cycling, Future remote personal training, and Thistle salads — none of which require me to leave the house.

Cheriyan tells me “We wanted the better-for-you and better-for-planet choice to be the default choice.”

Growing Out Of On-Demand

Thistle has already pivoted past the business model burning tons of cash across the startup world. The company started as an on-demand cold pressed juice delivery service, sending hipster glass bottles of watermelon and charcoal extract to doors around San Francisco. It was 2013, yoga was booming, and people were paying crazily high prices for liquified lemongrass. Health made simple seemed like a sure bet to the founding team of Alap Shah, Naman Shah, Sheel Mohnot, and Johnny Hwin, some of whom run Studio Management, a family office and startup incubator. [Disclosure: Hwin and Shah are friends of mine but didn’t pitch or discuss this article with me.]

Thistle eventually straightened things out with a shift to subscriptions and batched delivery under the leadership of the hired executives, Cheriyan and his wife and COO Shiri Avnery. “I came from a family of physicians – both my parents, brother, and enough aunts, uncles, and cousins are doctors that they could start a small hospital” Cheriyan, a former corporate attorney in M&A tells me. “A common point of frustration was about patients suffering from diet related illnesses who were unable to make a lifestyle change because it was too hard.”

Avenery, a PhD in air pollution and climate change’s impact on agriculture, had become exasperated with the slow pace of policy change and the inaction of governments and corporations. The two quit their jobs, moved to San Francisco, and searched for a point of leverage for positively influencing people diets and interaction with the environment. They teamed up with the founders and launched Thistle v1.

A lack of experience in logistics led to the initial detour into on-demand. But rather than trying to fix the problem with VC money, Thistle stayed lean and discovered the opportunity nestled between UberEats and BlueApron: sending people food they don’t have to eat now, but that takes low or no time to prepare when they’re peckish. Through its app, users can customize their meal plans, ban their allergens, pause deliveries, and see what they’ll eat next.

A sample of Thistle 8 meal plans

“The unit economics problem most heavily plagued the early on-demand food companies. Food / labor waste and inefficient deliveries were likely the biggest reasons why the economics were unsustainable without venture life support. We know this personally as Thistle started our delivery service as an on-demand company before quickly realizing that the unit economics couldn’t sustain a healthy business” Cheriyan explains, regarding companies like Sprig, DoorDash, and Grubhub. Beyond unsold food, “the margins very likely did not support ordering a $12-$15 single meal for immediate delivery when average hourly driver wages reached $18-20.”

Meal kits were supposed to make dining healtheir and cheaper, but they proved too much of a chore and led customers to boxes of ingredients piling up unused. Munchery and Nomiku went out of business while giants like Blue Apron have incinerated hundreds of millions of dollars and seen their share prices sink.

“The meal kit companies fared a little better from a gross margin perspective (due to preorders and more efficient deliveries) but suffer most from an easy-to-copy business model. This led to a rise in copycats, and, as a result, heavily rising customer acquisition costs, low switching costs and poor retention” Cheriyan tells me. “Fundamentally the meal kit companies face another challenge, which is that people have less and less time to cook and are increasingly looking for ready-to-eat options.”

Push-Button Health

A slower, steadier approach with less overhead, more convenience, and fewer direct competitors has helped Thistle grow to 400 employees from culinary to engineering to logistics.

Still, it’s vulnerable. It may still be too expensive for some markets and demographics. Logistics experts like Amazon and Whole Foods could try to barge into the market. Cloud kitchens without dining rooms are making restaurant food more affordable for delivery. And another startup could always take the gamble on raising a ton of cash and subsidizing prices to steal market share, especially where Thistle doesn’t operate yet.

Thistle could counter these threats would be further eliminating delivery costs by selling through partners like office smart fridges where employees pay on the spot, or equipping gym lobbies with more than just Muscle Milk.

“One opportunity we’re excited to test is attended and unattended retail – it would be great to be able to pick up Thistle products at your local grocery store, gym, or coffee shop” Cheriyan says. As for offices, “Today’s corporate lunchtime solutions often require a tradeoff between health and convenience: either wait in line for 30+ minutes at your favorite salad spot for a healthy option, or opt into catered restaurant meals that leave you feeling sluggish and unproductive.” Thistle could help employers prevent the 3pm energy lull.

The startup’s focus on plant-forward meals also centers it in the path of another megatrend: the shift to environmentally-conscious diets. Almost 60% of of Americans are trying to eat less meat and 50% are eating meat-alternatives like Impossible Burgers. That stems both from interest in the humane treatment of animals and how 15% of green house emissions come from livestock. But 45% of Americans say they hate to cook. That’s why Thistle makes pre-made meals where meat and egg are optional, but the food is healthy and delicious without them.

In the age of Uber, we’ve acclimated to an effortless life. The new wave of ‘push-button health’ startups like Thistle could finally take the hassle out of aligning your actions in the gym or kitchen with you intentions.

[sheminecrafts]

Diet autopilot Thistle raises $5M for health food subscriptions

What if it was easier to eat salad than junk food? Most diet routines take a ton of time, whether you’re cooking from scratch, making a meal kit, or seeking out a nutritious restaurant. But on-demand prepared food delivery companies like Sprig that tried to eliminate that work have gone bankrupt from poor unit economics.

Thistle is a different type of food startup. It delivers thrice-weekly cooler bags customized with meat-optional, plant-based breakfasts, lunches, dinners, snacks, sides, and juices. By batching deliveries in the less-congested early morning hours and optimizing routes to its subscribers, or by mailing weekly boxes beyond its own geographies, Thistle makes sure you already have your food the moment you’re hungry. Whether you heat them up or eat them straight out of the fridge, you’re actually dining faster than you could even place an Uber Eats order.

The food on Thistle’s constantly rotating men is downright tasty. You might get a sunrise chia parfait for breakfast, a chicken tropical mango salad for lunch, a microwaveable bulgogi noodle bowl for dinner, with beet hummus and kale-cucumber juice for snacks. Thistle’s not cheap, with meals averaging about $14 each. But compared to competitors’ on-demand delivery markups and service fees, wasting ingredients from the grocer, and the hours of cooking for yourself, it can be a good deal for busy people.

“We see Thistle as part of a movement to make health convenient rather than a high will power chore” CEO Ashwin Cheriyan tells me. What Peloton did to shave time off getting a great workout, Thistle does for eating a nourishing meal. It makes the right choice the easiest choice.

Thistle COO Shiri Avneri and CEO Ashwin Cheriyan with their daughter

The idea of button you can push to make you healthier has attracted a new $5.65 million Series A round for Thistle led by its first institutional investor, PowerPlant Ventures . Bringing the startup to $15 million in funding, the cash will expand Thistle’s delivery domain. Dan Gluck of PowerPlant, which has also funded food break-outs like Beyond Meat, Thrive Market, and Rebbl, will join the board.

Currently Thistle delivers in-person to the Bay Area, LA metro, San Diego, and Sacramento while shipping to most of Washington, Oregon, Utah, Idaho, Nevada, and Arizona. Thistle actually held off on raising more since launching in 2013 to make sure it hammered out unit economics to prevent an implosion. It’s also planning broader meal options, additional product lines, and fresh distribution strategies like getting stocked in office smart kitchens or subsidized by wellness plans.

“The reasons that so many food delivery companies have failed likely fall into two buckets: one, a lack of focus on margins and unit economics, and two, premature geographic expansion before proving out the business model” says Cheriyan. “Thistle makes money similar to how a well run restaurant would make money – by having strong gross margins, efficient customer acquisition costs, and solid customer retention / lifetime metrics. We currently deliver tens of thousands of meals on a weekly basis to customers on the West Coast and our annual average growth rate since launch has been 100%+.”

It’s nice that Thistle hasn’t gone out of business because I’ve been eating its salads 6X a week for three years. It’s been the most efficient way for me to get healthier and lose weight after a half-decade of ordering takeout sandwiches and then feeling sluggish all day. I legitimately look forward to each one since they often have 20+ ingredients and only repeat every few months so they’re never boring.

It’s helped me keep my work-from-home lunches to about 20 minutes so I have more time for writing. Thistle is one of the few startups I consistently recommend to people. When asked how I lost 25lbs before my wedding, I point to Peloton cycling, Future remote personal training, and Thistle salads — none of which require me to leave the house.

Cheriyan tells me “We wanted the better-for-you and better-for-planet choice to be the default choice.”

Growing Out Of On-Demand

Thistle has already pivoted past the business model burning tons of cash across the startup world. The company started as an on-demand cold pressed juice delivery service, sending hipster glass bottles of watermelon and charcoal extract to doors around San Francisco. It was 2013, yoga was booming, and people were paying crazily high prices for liquified lemongrass. Health made simple seemed like a sure bet to the founding team of Alap Shah, Naman Shah, Sheel Mohnot, and Johnny Hwin, some of whom run Studio Management, a family office and startup incubator. [Disclosure: Hwin and Shah are friends of mine but didn’t pitch or discuss this article with me.]

Thistle eventually straightened things out with a shift to subscriptions and batched delivery under the leadership of the hired executives, Cheriyan and his wife and COO Shiri Avnery. “I came from a family of physicians – both my parents, brother, and enough aunts, uncles, and cousins are doctors that they could start a small hospital” Cheriyan, a former corporate attorney in M&A tells me. “A common point of frustration was about patients suffering from diet related illnesses who were unable to make a lifestyle change because it was too hard.”

Avenery, a PhD in air pollution and climate change’s impact on agriculture, had become exasperated with the slow pace of policy change and the inaction of governments and corporations. The two quit their jobs, moved to San Francisco, and searched for a point of leverage for positively influencing people diets and interaction with the environment. They teamed up with the founders and launched Thistle v1.

A lack of experience in logistics led to the initial detour into on-demand. But rather than trying to fix the problem with VC money, Thistle stayed lean and discovered the opportunity nestled between UberEats and BlueApron: sending people food they don’t have to eat now, but that takes low or no time to prepare when they’re peckish. Through its app, users can customize their meal plans, ban their allergens, pause deliveries, and see what they’ll eat next.

A sample of Thistle 8 meal plans

“The unit economics problem most heavily plagued the early on-demand food companies. Food / labor waste and inefficient deliveries were likely the biggest reasons why the economics were unsustainable without venture life support. We know this personally as Thistle started our delivery service as an on-demand company before quickly realizing that the unit economics couldn’t sustain a healthy business” Cheriyan explains, regarding companies like Sprig, DoorDash, and Grubhub. Beyond unsold food, “the margins very likely did not support ordering a $12-$15 single meal for immediate delivery when average hourly driver wages reached $18-20.”

Meal kits were supposed to make dining healtheir and cheaper, but they proved too much of a chore and led customers to boxes of ingredients piling up unused. Munchery and Nomiku went out of business while giants like Blue Apron have incinerated hundreds of millions of dollars and seen their share prices sink.

“The meal kit companies fared a little better from a gross margin perspective (due to preorders and more efficient deliveries) but suffer most from an easy-to-copy business model. This led to a rise in copycats, and, as a result, heavily rising customer acquisition costs, low switching costs and poor retention” Cheriyan tells me. “Fundamentally the meal kit companies face another challenge, which is that people have less and less time to cook and are increasingly looking for ready-to-eat options.”

Push-Button Health

A slower, steadier approach with less overhead, more convenience, and fewer direct competitors has helped Thistle grow to 400 employees from culinary to engineering to logistics.

Still, it’s vulnerable. It may still be too expensive for some markets and demographics. Logistics experts like Amazon and Whole Foods could try to barge into the market. Cloud kitchens without dining rooms are making restaurant food more affordable for delivery. And another startup could always take the gamble on raising a ton of cash and subsidizing prices to steal market share, especially where Thistle doesn’t operate yet.

Thistle could counter these threats would be further eliminating delivery costs by selling through partners like office smart fridges where employees pay on the spot, or equipping gym lobbies with more than just Muscle Milk.

“One opportunity we’re excited to test is attended and unattended retail – it would be great to be able to pick up Thistle products at your local grocery store, gym, or coffee shop” Cheriyan says. As for offices, “Today’s corporate lunchtime solutions often require a tradeoff between health and convenience: either wait in line for 30+ minutes at your favorite salad spot for a healthy option, or opt into catered restaurant meals that leave you feeling sluggish and unproductive.” Thistle could help employers prevent the 3pm energy lull.

The startup’s focus on plant-forward meals also centers it in the path of another megatrend: the shift to environmentally-conscious diets. Almost 60% of of Americans are trying to eat less meat and 50% are eating meat-alternatives like Impossible Burgers. That stems both from interest in the humane treatment of animals and how 15% of green house emissions come from livestock. But 45% of Americans say they hate to cook. That’s why Thistle makes pre-made meals where meat and egg are optional, but the food is healthy and delicious without them.

In the age of Uber, we’ve acclimated to an effortless life. The new wave of ‘push-button health’ startups like Thistle could finally take the hassle out of aligning your actions in the gym or kitchen with you intentions.

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