Why is our kraut & kimchi better than the rest..?

Now, we're not saying we're going to be the best sauerkraut or kimchi brand out there for you specifically. We'd never claim to know you so well that we know your heart's every need and desire. BUT we do get asked sometimes to clarify why we're a good brand to choose. So we thought we'd make it simple by highlighting some of our best features and comparing them to other widely available brands in the UK. And we've even popped in into this attractive-looking table for ya! 👇 We've all got our strengths and weaknesses, but at least this way you can easily compare us.

We started our business on the foundation that we'd try and do some good in the world. Trying our best not to contribute to the climate crisis, supporting charities and organisations who're also trying to do right by the most vulnerable in our society and marketing our ferments ethically.

When we did our research into the brands available back in 2019 when we started The Crafty Pickle Co., as nutritionists we realised that most brands push the evidence of the health benefits of these foods way past where the evidence base actually is. And we thought (and still think) that it's sneaky and underhand to suggest that eating fermented foods can do specific things like "naturally detoxify" or "support better mood". This is because we just don't know that they can for sure and some of these claims (looking at you "detoxification") don't even make biological sense. Yes, eating fermented foods is good for you in the context of other health behaviours. But it's not cool to suggest that simply adding fermented foods into your diet is gonna fix X, Y and Z. Because life just isn't that simple.

We committed to showcasing what we really do have good evidence for when it comes to fermented foods. And that's the preservation power of fermentation - making fresh produce last way, way longer than it otherwise would - the flavour-enhancing superpower it has (you don't get flavours like you do with fermentation any other way!) and the nutrition-enhancing ability. We've got lots of good research showing how microbial metabolism acts to 'pre-digest' nutrients during fermentation, making them more available to us and also increasing the content of certain micronutrients (largely B vitamins and vitamin K - although we don't know for sure whether this is in clinically significant amounts).

We've all got our own choices to make, but we do hope you'll stick around and support our lil' family-run fermenting business. Because in all honesty it's the best job both myself and Arthur have ever had! We love running it, even though at times it's extremely stressful, and we love connecting with likeminded folk like you who enjoy ferments just as much as we do!

If you're interested in starting your own fermentation journey at home check out our online courses and in-person workshops!