The new food company will allow protein-loving, heavy-lifters to order healthy, fresh meals online and pick them up at their CrossFit boxes (that’s CrossFit for “gyms”). All the more convenient for chowing down post-WOD (“Workout of the Day”).
In many other states, like California, Connecticut, and Massachusetts, Paleo delivery companies have already formed successful partnerships with CrossFit boxes. With the explosion of CrossFit in New York, whose residents are also famously time-strapped, it seems like an especially good fit.
“People are so busy,” says founder Joe Lopez, an Army helicopter pilot turned businessman who is a member of CrossFit Virtuosity in Williamsburg. “They don’t want to go to the gym and then have to find someplace to eat afterwards that’s Paleo-friendly.” (That’s when the closest greasy takeout place starts to beckon.)
Lopez launched Kettlebell Kitchen in January and plans to start serving meals in early April. He’s already signed on four New York boxes (pending menu taste-testing) that will serve as meal pick-up spots.
Lopez discovered the Paleo diet four and a half years ago, and Kettlebell Kitchen’s menu will cater to the nutritional wants and needs of the many CrossFit enthusiasts, like him, that have embraced the dairy-free, grain-free approach.
So for breakfast, Kettlebell Kitchen may serve steak and eggs with collard greens or a veggie omelet. Lunch and dinner options may include grass-fed meatloaf with brussels sprouts or wild salmon with spaghetti squash. Pre- and post-workout snacks like protein energy balls will also be on the menu, as will a few sweets, like sweet potato Paleo brownies. And dishes will come in medium or large serving sizes, or Zone portions (30% fat, 30% protein and 40% carb). Pricing is still being worked out.
Lopez is committed to sourcing grass-fed beef and local produce so everything is as fresh as possible, and meals will be labeled with detailed nutrition facts. “The idea is that you should know what you’re putting in your body,” he says. “I want people to know that they can trust us to deliver high-quality food.”
If it works, we have a feeling the city’s buff CrossFit community may never cook (or cheat with takeout) again. —Lisa Elaine Held
For more information, visit kettlebellkitchen.com