SuperFeast Emails

SuperFeast

AU · superfeast.com.au

Mason is back as CEO

SuperFeast returns to its essence

This email was sent

June 1, 2026 6:00pm EDT

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Matte tone:

Hi -,

It's Mason,

I'm the founder, for those who don't know; started this thing in 2011. I've just recently taken back over as CEO (I honestly can't stand these silly titles, let's call it... Ringleader from now on). A few years ago I wanted to step back a little from the day-to-day while I had little kids, and it has been super lovely to do so.

However! Although I was still around the office and headed the product stuff and kept tight with our relationships with the herbs and mushroom farmers etc... I have learnt that there are just some things I will never be able to outsource if I don't want to feel mortified about how SuperFeast changes from its essence.

Let's get into it...

Back to our roots

Top of the list is writing emails to you all. The first thing I did when I took over was to fire the external agency people curating the emails.

Since 2011, the thing I'd always say to anyone in my business was to communicate respectfully with all the legends that give us their time, eyes and ears, and just talk normally, like, be colloquial and write in a way that you'd write if it was to a friend or your mum or a colleague you really respected, and just write stuff that's actually valuable and communicates your point.

To be honest, that's been lost long before this agency arrived... I can see now that it's actually a hard skill for someone who isn't a founder, and I fell into that trap of thinking I didn't have time to do it all those years ago when other team members took that over from me.

But recently, especially, I've been disappointed with how the emails have been speaking to you all, and hopefully as I now step back in, start writing these myself and basically do it however I bloody want (away from the opinions of external "marketing experts") you'll find these easier to open and read if you happen to do so.

It's not like we've had heaps of complaints or anything (definitely a few though from folks who were with us for 10 years and didn't appreciate the genericness!) but I know the SuperFeast emails might have become those that you just don't open, and I'm sure many legends have unsubscribed.

I also fired the people that do our ads...lol

I'm sorry if you were hectically targeted over the last couple of years with heaps of hectic ads that are all like "pew pew pew buy now!" and *insert generic sales ad that has typical CTAs (call to actions). I've immediately pulled that back, but if you do get hit with anything that you don't find to be particularly SuperFeasty please feel free to send it to us and we'll get our Ad-Busters outfits on and go investigate.

There's probably a few of you here who are new and have no idea what I'm talking about or who I am hahaha, but regardless, thanks for being here anyway.

And to you legends who have been here for years, let's ensure we make these emails (and the socials and website) a place that has some original, quality, Taoist-drenched educational and entertaining information that is useful to us all as we cultivate the treasure of who we are, take heaps of epic tonic herbs, align with nature and...

...spend our years weaving towards some expression of being an absolute legend when we're elders.

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All-Human, No Robots.

To talk to a real, flesh-and-blood member of our team, call 1300 769 500 or flick us an email by hitting reply and we’ll get back to you asap.

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