Operating in the health food space, a market where trends frequently come and go, both Ella and Matthew are used to a rapid pace of change. Because of this, they’ve become accustomed to staying focused on the brand’s core purpose. “We try to keep away from trends as much as we can,” said Matthew. “It’s easy to think in too short-term a way, but for our brand and planning purposes, we try to have a clear, long-term set of guidelines that we adhere to. As a family business, and a business that wants to be around for a very long