Who We are
Nucona is making healthier food choices more accessible for everyone
We work to make healthy eating more actionable, and aligned with public health guidance, especially in the everyday food choices people make.
WHY WE EXIST
Healthy eating has become harder than it should be.
People are navigating a food environment shaped by confusing advice, shifting diet trends, and everyday barriers of cost, time, and access. At the same time, diet-related chronic disease continues to affect 6 in 10 Americans (USDA).
Many newer health solutions have helped some people, but too often they require a level of money, time, or effort that makes better health feel out of reach for many. Nucona exists to help change that.
OUR MISSION
To make healthier eating more accessible by supporting better food choices through practical, evidence-based guidance and meaningful incentives.
OUR VISION
We envision a future in which healthier eating is not a privilege, but something people can understand, afford, and sustain in everyday life.
OUR APPROACH
How we think about the problem
Nucona is built around healthy eating patterns, not diet fads. We believe people need clearer support in the food choices they make every day, especially while buying food, rather than more pressure to follow rigid or unrealistic systems.
Grounded in public health guidance
Nucona is informed by established nutrition science, i.e. the Healthy Eating Index and diet quality principles, rather than short-term trends.
Designed for real-life choices
Nucona focuses on food buying decisions people already make, online and in store, where small shifts can be made & add up over time.
Committed to public benefit
Nucona is structured to support healthier choices without promoting products for direct commercial gain.
As a consequence of our structure and mission, Nucona commits to never promote products which either contradict the USDA Dietary Guidelines for Americans (DGA) or result in direct financial gain for its operation.
Our end goal is, and always will be, improving the health of Americans by following the research conducted and published by our revered health institutions.
JOINING HANDS FOR A HEALTHIER AMERICA
We are interested in working with researchers, nonprofit organizations, community partners, and policy-facing institutions that care about improving nutrition and making healthier choices easier to act on.
We believe there is value in exploring how food purchase behavior, nutrition guidance, and incentive-based approaches can support healthier patterns in more practical, real-world settings.