The Feed: Custom Nutrition in a Box

The Boulder, Colo., company specializes in providing custom nutrition boxes for endurance athletes.

As endurance athletes, having a sound nutrition and hydration plan is critical to avoid bonking during races and on those long weekend runs.

Many of us, however, struggle to solve these two crucial pieces of the training and racing puzzle.

Enter The Feed, a company that packs a bunch of nutrition and hydration products into a box and mails it directly to your home.

And seriously, who doesn’t like getting packages?

The Feed sent me a Pro Box, which is essentially a starter box. Mine contained a variety of drink mixes, bars and a few other goodies that I put to good use on some training runs and rides. I particularly loved the Pro Bar and the Rip Van Wafel (similar to a Honey Stinger Waffle).

But I’m not here to break down the pros and cons of each item the company shipped me. Not everyone has the same likes and dislikes—and that’s where The Feed comes in. The company encourages you to try everything in your first box to see what works for you, keep some notes and then contact one of The Feed’s nutrition coaches, who will help you figure out what your nutritional needs are moving forward. Your customized box of goodies can then be arranged to show up on your doorstep every four weeks.

I was impressed with a few personal touches that came with my box: A handwritten letter from a nutrition coach on the inside flap, a handwritten recipe for a recovery smoothie and a follow up e-mail a few days after the box was delivered.

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“Our goal is to make sure that when you reach into your pocket in the middle of a workout, you pull out something that you’re actually looking forward to eating,” said Tally Latcham, head of Customer Care and one of the company’s nutrition advisors.

One of the main benefits to using The Feed, Latcham said, is the personal service customers receive from the knowledgable staff regarding all facets of nutrition.

“Sure you can walk into your local grocery store and grab a handful of bars, but chances are the guy stocking the shelves isn’t going to be able to tell you exactly when during your Ironman you should switch from bars to chews,” Latcham said. “He can’t diagnose your cramping issues, or give you meal suggestions to increase your sodium intake before your next big event.

“We share our knowledge and experience working with top athletes and sports scientists, team doctors and nutritionists, to make sure that our customers not only have delicious food, but that they actually understand how each item is going to affect their performance.”

The Feed opened for business in 2013 and was founded by Garmin-Sharp Pro Cycling Team president Matt Johnson and former professional cyclist Bryan Smith. There are several boxes from which to choose, ranging from the aforementioned Pro Box to the Strength and Conditioning Box and the Best of Colorado Box (the company’s office is in Boulder, Colo.). And there’s also the Josh Cox Box, which contains products the American runner has used during record-breaking endurance runs.

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But having the ability to order a custom box seems to be where The Feed really shines. You can set it up so you automatically receive the box every month without having to re-order it every time.

The Feed works with 88 brands and offers almost 1,000 different individual products, so there’s plenty to choose from when putting together your custom box of race and/or training fuel.

“We set out to create a complete online source for sports nutrition and healthy eating,” Latcham said. “Having your workout fuel show up at your door each month is a new concept to most but it’s a convenience that you’ll quickly begin to appreciate.”