Why "What if..."
The question serves as a reminder to always assess the status quo. The question is imaginative, it begs us to envision a better version of what the status quo is. It is about unraveling the laws that define our current systems, challenge them and breaking the rules in doing so in order to create a better future of food. Our logo "WhatIF" and the question mark is meant to spark this internal conversation in each of us and to invite ourselves on a thought-provoking journey.
Our story also started with asking ourselves "What if".
We were looking at the way the industry produced instant noodles, which is a hearty, familial convenience food that is consumed in billions of portions every year. We were surprised at how unhealthy they are – they are deep fried. That is billions of portions of instant noodles with poor nutritional values consumed every year. And so, we asked ourselves: What if?
First, it was: "What if we could find a way to make instant noodles healthy?" Then, the question became: "What if eating noodles were healthy and good for the planet?" That is still not good enough. We asked ourselves again: "What if noodles could do all of these things, and uplift farming communities?"
At every step of our journey, asking ourselves what if has led us to a better vision of what the future of food could be. And so, by asking what if at every corner, not only are our instant noodles today healthier for you, they are also good for the planet, and they uplift farming communities.
And it wouldn’t be the last time we ask ourselves this question.
Asking "what if" ensures that we will always evaluate where we are, only to create a better vision of where we can be. For example, we are currently looking to improve our packaging. Although our packaging has been created to be completely recyclable, it can be improved. We are looking to explore alternative materials to improve its ecological footprint. And we cannot wait to do this as soon as possible.
We hope to expand this circle of questioning to our consumers as well, and for them to also ask themselves "what if".
This is the reason we have chosen "WhatIF" as our brand name, and the question mark as our logo: to have a conversation with you.