Live beyond the label matters and for us, this began as a simple shift in our own home, reducing our UPF intake and realising just how deeply these products shape our routines, our choices and even our understanding of what “healthy” means. The more we paid attention, the clearer it became that this isn’t just about food. It’s about how we shop, how we’re marketed to, how we make decisions for our families and how disconnected we’ve become from understanding what we are really consuming. That personal wake‑up call sparked something bigger, a space for people who are tired of being fed information that doesn’t stack up and…