In a world of wellness,

millions are quietly left behind, simply because their brains are wired differently.

I’ve been told that a cooking community for mental health is “unsexy business”.

That neurodivergence is “niche”.

To which I say (respectfully), f*ck that.

We’re proud to be the first-ever platform centering mental-health-minded mealtime. We provide first-of-its kind support for folks struggling to stay fed.

Because niche isn’t;

  • 1 in 8 people worldwide

    living with mental health disorders

  • Between 33%-66%

    of the worldwide workforce experiencing burnout

  • Nearly 20%

    of the global population identifying as neurodivergent

  • 1 in 6 people worldwide

    reporting persistent loneliness

  • 43% of millennials

    report feeling anxious or stressed most or ALL of the time

  • Clinicians & researchers

    increasingly flagging perfectionism and achievement culture as key drivers of the mental health crises

That’s millions of people who move through the world differently, and who eat differently, too.

While the global wellness economy is projected to reach $9 trillion by 2028 and we are bombarded daily with wellness hacks and performance supplements, too many of us live too small. Too alone. Too depleted.


The Counter is committed to being a catalyzing force in the world of food & wellness, supporting people who have felt unseen in traditional spaces.

We imagine a world where nourishment feels intuitive, supportive and second-nature.

THIS IS COUNTER CULTURE

THIS IS COUNTER CULTURE

The Counter represents the center of your kitchen; a microcosm for the beautiful mess of daily life in a modern, busy world.

It is where meals are made, mail is thrown, snacks are hoarded and bananas will be forgotten.

It is where you yap, laugh, cry, snack, celebrate and grieve, in equal measure.

Our parents’ homes revolved around the kitchen table. We gather at the kitchen counter.

Sit. Stand. Cook. Chat.

The Counter is where life unfolds.

The Counter is more than just a name.

The Counter is rooted in counter culture; a commitment to disrupting the binary ways the world has historically viewed cooking, mealtime, nutrition and mental health.

We are here to increase awareness about how, inextricably, they go hand-in-hand.

The Counter is both a place and a protest.

Let us break bread

Our Values

Our community is deeply rooted in these values that inform how we show up for ourselves and one another other, through care, curiosity and mutual respect.

Inclusive

Everyone belongs here. Food spaces haven’t always been welcoming (especially for neuro-different folks), but here, all identities and relationships with food are honored. Acceptance has no conditions.

Imperfect

Messy is real, and real is good. We celebrate progress over perfection and know that the best meals and moments are the unplanned, messy ones. Growth happens slowly, when we let go of the need to get it right.

Individual

Your path is your own. This isn’t about quick fixes or answers for one body or brain. We will always center lasting, meaningful change, and what that looks like for you.

Intuitive

Trust yourself. We believe in listening to your body, supporting your needs, and embracing any rhythm that feels right for you. We're all about happy habits that make nourishment feel natural, not overwhelming.

Interwoven

We’re here to learn from each other. This space is built on shared wisdom, mutual support, and the belief that we all have something valuable to bring to the counter. When we all share, we all grow.

Integrative

Food is just one piece of the puzzle. We nourish the whole self: body, mind, and spirit. Because we know that well-being is about so much more than what’s on the plate. Small, intentional shifts bring you back to your inner sanctuary.

The Counter is here to help deep-feeling humans trade food frustration for lasting ease, joy, and self-trust in nourishing themselves—body, mind, and soul.