Emirates Man
We discuss nutrition, scaling a business and not cutting corners with founder of Nourishing, Jeffery Zorn.
What pillars is Nourishing built on?
Nourishing was built on the belief that food is medicine. Our core pillars are nutrient density, ingredient integrity, and deep personalisation. We focus on ancestral nutrition – prioritising meats, organ cuts, wild seafood, and seasonal produce – while being 100% free from gluten, dairy, and industrial seed oils. We don’t follow trends. We follow truth.
The depth of knowledge you have in nutrition is vast. How has your business adapted as your knowledge has grown since Nourishing was founded in 2014?
In 2014, we were considered radical for removing gluten and dairy – back then, few even knew what seed oils were. Now, it’s almost mainstream. What’s evolved is how targeted we’ve become – refining our protocols to support autoimmune conditions, metabolic health, and fertility. As the science deepens, so does our menu. We’ve gone from simply removing inflammatory foods to actively using ingredients that help the body repair, regenerate, and thrive.
Are all meals gluten & dairy and industrial seed oil free nutritional powerhouses?
Yes – without exception. Every meal is built from scratch with anti-inflammatory fats, grass-fed meats, and produce chosen for function as well as flavour. There are no synthetic fillers, preservatives, or shortcuts. We serve meals that foster clarity, energy, and recovery. They’re delicious, but more importantly, they support long-term wellbeing.
What challenges have you faced to date?
Educating the market. For years, people associated “healthy” with low-calorie or plant-based. We had to reframe that narrative – showing that healing requires nourishment, not deprivation. Operationally, scaling without compromising quality has been our biggest hurdle. But we’d rather grow slowly with integrity than quickly with compromise. People sometimes look for quick fixes – what would be your suggestion to those wanting to change habits when their hit their goal, so they do not slip back? Build systems, not motivation. Once the goal is hit, the excitement fades – but habits remain. Anchor your routine to your identity, not your weight. Say: “I’m someone who prioritises health” rather than “I’m on a diet.” That mental shift makes consistency automatic.
How important is diversity to clients when it comes to meal plans, and do you see this differ across genders?
It’s very important. Our female clients often crave variety and flavour – while men tend to focus on performance and portion size. We design for both: rotating menus, textures, and options like meat and nuts breakfasts or hormone-friendly meals for women. Variety prevents boredom and supports goals – be it muscle gain, reducing excess fat, promoting
fertility, or autoimmune support.
Can you give us an example of some hero dishes that are popular on Nourishing and how do you cater to those with a sweet tooth?
Our gluten and dairy free paleo lasagna is a client favourite – flavourful, satisfying, and low-inflammatory. For the sweet tooth, we focus on gradual lifestyle changes that retrain the palate – reducing sugar cravings and helping clients rediscover the natural sweetness in real food. We offer a line of meatless breakfasts that includes lemon zest crêpes, pumpkin spiced waffles and a variety of smoothie bowls. They feel indulgent but are blood-sugar friendly and loaded with real ingredients.
What is your advice on nutrition when travelling?
I’ve found you never need to compromise on exciting food while travelling – and that’s one of the reasons I love it. Prioritise protein and good fats, and don’t fall into the trap of “vacation eating” if it doesn’t serve you. I always scout restaurants with simple, real food and get recommendations from locals. On my last trip to London, the cheesemonger at Borough Market shared some phenomenal, under- the-radar restaurant tips.
How do you see Nourishing expanding?
We’re building a tech-enabled ecosystem that brings healing food to more people across the GCC. Beyond the UAE, we’re preparing to enter Saudi Arabia. The vision is to make optimal nourishment the norm, not the exception – whether at home, work, or travelling.
If you could give one piece of advice to those wanting to overhaul their nutrition and diet, what would it be?
Remove processed foods. That one act – cutting out gluten, seed oils, sugar, and artificial ingredients – will unlock clarity, energy, and a stable mood. From there, add in high quality meats, bone broth, and seasonal produce. Simplicity works. Your body knows how to heal when you stop interrupting it.
Your ingredients and meats come from optimal sources – how challenging is it to balance building a scalable business while delivering the best quality and do you find this is a very different practice to other subscription models?
We built the business backwards: first, define what optimal looks like – then scale with that as the nonnegotiable. Most companies do the reverse: scale fast, then figure out quality later. That’s why we source from the same farms year after year, make everything in-house, and only serve what we’d feed our own families. It’s slower – but far more sustainable.
