WeWork has entered into the superfood business in yet another business venture. Recently, the coworking operator invested in a $32 million private funding round for Laird Superfood, a natural food company co-founded by big-wave surfer Laird Hamilton.
Laird Superfood offers both began and gluten-free food products, including coffee creamer and coconut water. WeWork will soon provide their products to members and employees in some of their New York City locations, as well as sell them in their WeMrkt retail stores.
The health food company is primarily online, but has recently expanded into over 1,000 grocery stores. Co-founder Paul Hodge says the company hopes to provide affordable, tastier alternatives to expensive health food products.
“You’re not going to get somebody who’s consuming high amounts of sugar on a daily basis to go drink some Himalayan lichen that tastes like a bandage,” Hamilton said.