About Us

Vegan burger joint

our process = unprocessed plants

In 2014, while hiking in Beautiful British Columbia, we had a craving for a satiating burger, fries and shake. Being plant-based, we thought "why can't there be a classic burger joint that is entirely animal free?" Thus began the four-year journey to launch this then-novel concept.

The partnership we had was ideal: Ari is a scrappy entrepreneur, who has founded several concepts (ZOIC, Xoom Juice, Sparkroot, Sidecar, Falora); Kerry is a trained macrobiotic vegan chef. Having worked together on Falora, the moment was ripe to join forces on something deeply meaningful to both of us. Our goal was to break down vegan barriers by creating a delicious menu for eaters of every stripe; to eschew labels, focus on the actual food.

After years of product testing, a food cart, and multiple lease rejections - due to the conceptual twist - the pair found a receptive developer in the Mercado District in Tucson. What started as a conversation about a sole restaurant on the corner, catalyzed the rollout of the MSA Annex. We opened summer 2018 in a shipping container; how appropriate for a concept that was attempting to transport the burger shop concept into the future...

Much has changed in the plantscape since that talk on the trail, the movement has become a seismic shift. We are proud to do our part to move the needle: for the overall health of people, ecosystems, animals. We are humbled by the tremendous response to this once harebrained idea! We have poured much into creating Food You Dig...it is beautiful to see it grow.

Kerry & Ari