"Food always tells a story."

As a passion project for the past 18 months, Daily Catch can't help but carry a bit of my DNA. That means that my CliftonStrengths* theme of Individualization* shines through. Daily Catch's mission was to hero the producers of the best of our local food. Telling the stories of growers, farmers, makers and artisans was what we LOVE to do. Each is unique, and the food they produce carries some of the people, place, and processes that create it.

"People with strong Individualization talents notice and appreciate the unique characteristics of each person and can customize their approach accordingly."

But it's not just the Daily Catch outcomes that I love seeing uniqueness shine through, it's also in the inputs: The people in the team that have worked together, and the incredible skill sets and passions that have got us to where we are.

"People who are especially talented in the Individualization theme are intrigued with the unique qualities of each person. They have a gift for figuring out how people who are different can work together productively."

I've loved watching 'Peter, Mike and Tom' in my team work together to craft the identity, imagery, and functionality of Daily Catch, each bringing their own view and experience of the world into the product they've built.

"You are impatient with generalizations or "types" because you don't want to obscure what is special and distinct about each person."

Producers and products are presented in Daily Catch with the subtlety, differentiation and nuance of values that makes them unique and special. Frankly, it's also a lot more interesting.

... it's not just 'honey' ... it's those bees gathering from those flowers at that time of year in that place looked after by that beekeeper who works for that company owned by that family with those values and which processes this way in that place on that day to produce that jar of honey which is now boxed up and with the best courier to deliver it to your door. Now that's not a well told story, but it's a story we want to tell well.

“Food can be magic. It is magic. And yet it’s not. It comes from somewhere, and from someplace and someone. Always. Food tells a story. Usually a very personal one.”

– Anthony Bourdain, Chef and author

(With thanks to Celia Bohle of Drawmystrengths for the wonderful artwork;

Mountain Valley Honey for the bee and honey images,

and Daily Catch Limited for the screenshot images.

*Gallup®, CliftonStrengths®, and the 34 CliftonStrengths® theme names are trademarks of Gallup, Inc.)