The real reason most people aren’t as healthy as they want to be is that they're not eating enough fat. If that sounds bonkers, you’ve come to the right place.
Fat is your friend. Real fat. Not seed oils, not margarine, not some weird spreadable thing that's 20-30% rapeseed oil pretending to be butter. Real animal fat. Beef fat, butter, tallow. That's what your body actually wants.
For about 2 million years, humans ate meat and fat. That was the deal. Then, around 50 years ago, a few researchers pointed the finger at saturated fat for heart disease. Sugar was a booming industry, and you can’t have facts get in the way of cash money.
After an impressive lobbying effort carbs and sugar became the guideline and we swapped fat for sugar, refined carbs, and cheap oils.
The sugar and processed food industries are enormous. Billions of pounds a year.
Fat didn't make us unhealthy. The stuff that replaced it did.
You can't overeat fat (but you can definitely overeat carbs)
Think about the last time you ate a proper fatty steak. You felt full. Satisfied. Done. You didn't reach for another one twenty minutes later.
Now think about bread. Crisps. Biscuits. You can eat those until the bag is empty and still want more. That's not a willpower problem. That's just how those foods work. They don't switch off your appetite.
Fat, especially with protein, fills you up and keeps you there. You eat what you need and you stop. Most people don't realise this, but your body can only absorb so much fat at a time. It needs bile to break fat down before it can enter your bloodstream, and your body only produces a limited amount. Anything beyond what it can process just passes straight through. You don't store it. You flush it.
Your body is a really intelligent piece of machinery. Feed it the right things and it's going to look and perform the way it's meant to. Lean, strong, energetic. That's how you're supposed to feel. And when you eat mostly animal fat and protein, that's how you do feel.
When you eat carbs, most of it goes to your bloodstream and once it’s there, it has to go somewhere: store it or use it. And no amount of working out needs that much energy right now. So it goes to your fat stores.
The real danger isn't butter
Butter is actually great for you but that’s because it’s real fat.
Seed oils, fake dairy, ultra-processed ready meals with ingredient lists you can't pronounce. These aren't just "not great for you." They're genuinely harmful. Rapeseed oil, sunflower oil, palm oil, soy oil. Your body did not evolve to process any of them. Get rid of them completely.
And check your butter. If the label says rapeseed oil or sunflower oil, it's not real butter. It's pretending to be.
We're not saying we live on butter (even though we've been known to snack on it). We love a good burger, croquetas, fish and chips. Life is awesome. But the base should always be real food. Most of what you eat, most of the time, should be real animal fat. Beef fat, butter, tallow. The stuff humans have been eating since before we had a word for it.
What to actually do
Cook with real butter or beef tallow. Eat the fat on your steak. Don't trim it off. If you're trimming the fat off your food, you're basically starving yourself of what your body needs most. And if you starve on any way of eating, you're going to feel terrible. Hair falls out, hormones go sideways. That's not the food's fault. That's not eating enough of it.
Four or more eggs cooked in butter is one of the best meals you can eat. Simple, filling, and exactly what your body wants.
That's actually why we started making pemmican bars. We wanted a snack that's just beef, fat, and nothing else. Dried meat snacks done properly. No seed oils, no additives, no nonsense. They taste great and they're still made with real ingredients only.
Get rid of seed oils completely. All of them. Rapeseed, sunflower, palm, soy. They're in everything and they're doing real damage.
The real test
Spend 30 days eating real animal fat, cutting out sugar, and see how you feel.
You'll probably notice you're less tired by 3pm. Less foggy. Less hungry between meals. Your sleep will improve. Your skin will clear up.
But don't take our word for it. Try it.
We run a free 30-Day Reset every month. No sugar, real food, and a community of people doing it with you. Not to punish yourself. To find out what sugar and processed food were actually doing to you.
This is part of the True North series, where the core concept is to point the direction of what real human health looks like. Getting there doesn’t have to suck. Do what works for your life. Everyone goes through seasons.
But if you’re not getting the results you want, come back to this.