Born on Stonyfield Farm and raised by organic food entrepreneurs, Ethan has had both food and business in his blood since Day 1.

A long-time user and proponent of apple cider vinegar, his first products were our line of apple cider vinegar shots. Seeking to solve the problem that he – and many others – faced with daily apple cider vinegar use, he simply sought to make the potent elixir taste better. Doing all the R&D from his kitchen and design from his laptop, he created his brand and launched the first products in July 2017.

It didn't take long before friends and family were raving about the convenience of our shots and requested more products that would support their personal health journeys. Ethan recruited his childhood friend Sebastian to help him make more products and the two have launched over 15 shots since, ranging from Immunity to Energy functions.

Bound by our internal guidelines, every product we make follows a strict set of criteria. Owing to his parents’ original mission, everything is 100% organic and in non-toxic glass packaging. Ethan always says we'll never make anything he wouldn’t give to his mom, a 3-time breast-cancer survivor.

Ethan loves hearing from you. If you have questions, ideas, or just want to say hi – please reach out directly. Our shots are made for you, so let us know what you think.