“If we can get out of the way of our food, it’s possible to have something simple and pure and good.” -Todd Fitts, founder, Improv’eat
Sometimes, we find a new product that offers such promise, we can’t help but immediately start stalking the company via telephone, email, Facebook and Twitter.
This was the case when we first heard about Pure Wraps, a coconut-based wrap that promised a glorious (yet healthy) return to our old-school lunchtime roots.
To our delight, we made ourselves sound important enough to get Improv’eat founder Todd Fitts on the phone. Two days later, our order of The Pure Wraps arrived via USPS. Less than one hour later, we were enjoying an honest-to-goodness sandwich wrap. (No messy lettuce!)
The verdict? Not just yet! First, some background.
From their web site: “Improv’eat is a provider of pure, unadulterated food that acts on the belief that What You Eat Matters™! We hold ourselves, our farmers, and our suppliers to an uncompromising standard to ensure optimal nutrition. Our passion is to serve current and future generations by providing pure, unadulterated food. In order to have clean food we need a clean environment which is why we will not compromise our strict standards.”
In our first telephone call, founder Todd Fitts added, “Our credibility is on the line here. We make products that don’t do harm; products that add to your health, not subtract from it. We are dedicated to being professionals in a business that serves, rather than a business that just sells.“ And The Pure Wraps are a prime example of this business philosophy.
About the Pure Wrap
First, The Pure Wrap’s complete ingredient list:
Coconut Meat, Coconut Water, Himalayan Salt (and in their curry flavor, Organic Curry Powder).
Really? Yep, that’s it. Todd told us, “Everything single ingredient we use is on the product – we include nothing else in the production of Pure Wraps, and make no other product lines in our facility.”
In addition, they package The Pure Wraps in biodegradable non-GMO cellulose. That means there are no plastics with phthalates or dioxins that could potentially leach into the product. Finally, unlike many companies who manufacture coconut products, they do not wash their coconut with chlorine or chlorinated water – the only thing that touches the coconut is pure coconut water.
The Taste Test
So the company and the product looked good on paper, but what about the wraps? Before we put our seal of approval on them, we needed to test them out for ourselves. So for lunch, we made an Asian-inspired chicken salad, rolled ourselves some Original Pure Wraps… and luxuriated in the act of eating a sandwich.
First, the wraps were flexible and pliable – they didn’t crack or tear, even with serious manipulation. The texture was fantastic – like rice paper, only thicker. The flavor was surprisingly mild – in fact, they weren’t at all overtly coconutty. And they held up well, even when stuffed with “wet” ingredients like chicken salad.
The only down sides? First, they’re pretty small – 7.25″ square. Each wrap doesn’t hold much “stuff” – Dallas could have eaten all four chicken salad wraps on his own. Two, they’re pretty expensive, at $6 for a package of four. (However, Todd informed us they will begin offering The Pure Wraps on their new website by the end of September for $4.99 per package)
If we took a poll, we’re betting most of you would say you $5 miss eating sandwich wraps from time to time.
So yeah, they’re a bit of a luxury item, but the price is what it is, if you’re looking at value. Todd told us, “We try to make the price as low as possible, but we won’t lower it by doing something we shouldn’t do or adding something that makes it less healthy. Chemicals will always be cheaper, but they’re stealing your health at the same time.”
Based on our conversations with Todd, our review of the product ingredients and our taste-test…
We are proud to award Improv’eat and The Pure Wraps our official “Whole30 Approved” label.
You can find Pure Wraps by checking out the Improv’eat web site and clicking, “Where to purchase.” (Place your order soon – Todd says they’ve just moved to a 24 hour production schedule to keep up with demand!)
And by the end of September, you can purchase The Pure Wraps directly from Improv’eat or the specially branded The Pure Wraps site. (Per Todd, they are also open to speaking with store managers, so if you want your favorite local market to carry The Pure Wraps, speak up!)
Next week on the 9 Blog, we’ll be posting our recipe for “Asian Chicken Salad in The Pure Wrap” as part of our Steal This Meal series. We’ll also include more information about how to store and use Pure Wraps, and give you a sneak peek at products to come – Todd told us we could give you just a hint.
And that should give you just enough time for your order of Whole30 Approved The Pure Wraps to arrive in your mailbox. You’re welcome.