Today we’d like to introduce you to Nate Higgins.
Hi Nate, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
I started Kure over 15 years ago with a simple idea: healthy food shouldn’t feel like a compromise. At the time, there weren’t many places where you could grab something that was genuinely nutritious, made from real ingredients, and still tasted indulgent. I wanted to change that.
Like most small businesses, the early years were anything but glamorous. I wore every hat imaginable, from making smoothies and working the register, to cleaning equipment, hiring, marketing, and figuring things out one mistake at a time. There were plenty of setbacks, but each one forced us to get a little better.
Today, Kure has grown to four Portland locations, licensed locations at Portland International Airport. Throughout that growth, our mission has stayed the same: make highly nutritious smoothies, bowls, and other superfood-focused meals as fun, exciting, and accessible as possible.
What I’m most proud of isn’t just that we’ve been around for over 15 years. It’s that we’ve continued to evolve while staying true to who we are. Every menu change, every new location, and every decision we make is centered around creating a better experience for our customers and a stronger, more sustainable business for the long term.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Not at all. If anything, the biggest lesson has been that building a business is really just becoming better at solving increasingly difficult problems.
We’ve navigated recessions, COVID, labor shortages, supply chain disruptions, inflation, and changing consumer habits. On top of that, the restaurant industry has incredibly thin margins, so even small mistakes can have a big impact.
Beyond the external challenges, some of the hardest lessons have been internal. As we’ve grown, I’ve realized that complexity is the enemy. Every new menu item, process, or initiative adds operational burden, so we’ve become much more intentional about simplifying the business and focusing on what we do best.
Looking back, every challenge has made Kure stronger. The struggles forced us to become more disciplined, build better systems, and stay focused on our mission instead of chasing every new trend. Those lessons have ultimately put us in a much better position for the next stage of growth.
As you know, we’re big fans of Kure Superfoods. For our readers who might not be as familiar what can you tell them about the brand?
Kure exists to make healthy eating something people genuinely look forward to. We believe that nutrient-dense food shouldn’t feel restrictive or intimidating. It should be delicious, beautiful, and easy to fit into everyday life.
We’re best known for our superfood smoothies and açaí bowls, but our menu has expanded to include protein shakes, toast, and hot bowls, all made with high-quality ingredients and a focus on both nutrition and flavor. We want someone to walk into Kure because the food looks incredible, then keep coming back because it makes them feel incredible.
What sets us apart is that we don’t see nutrition and indulgence as opposites. We spend an enormous amount of time developing products that are packed with functional ingredients while still delivering an experience people crave. We’re just as obsessed with presentation, hospitality, and creating memorable moments as we are with ingredient quality.
Brand-wise, I’m most proud that Kure has remained authentic. We’ve never tried to be everything to everyone. Instead, we’ve stayed focused on our mission while continuing to evolve with our customers. Fifteen years later, we’re still independently founder-led, still innovating, and now beginning to prepare for expansion into new markets.
More than anything, I want people to know that Kure is about making healthy living feel accessible. Whether you’re an athlete, a busy parent, or someone simply looking for a better breakfast or lunch, we want Kure to be the place that proves eating well can be one of the best parts of your day.
Can you talk to us a bit about happiness and what makes you happy?
The things that make me happiest are pretty simple: spending time with my wife and daughters, building something meaningful, and challenging myself to keep growing.
Being a husband and dad is what keeps everything in perspective. No matter what kind of day I’ve had at work, coming home to my family resets what’s important.
I also genuinely enjoy building businesses. I love the process of solving problems, creating new products, improving systems, and watching an idea become something that positively impacts other people’s lives. It’s incredibly rewarding to see customers make Kure part of their daily routine and to create opportunities for the people who work with us.
Outside of work, I enjoy staying active through Brazilian Jiu-Jitsu, strength training, and spending time outdoors. Those things challenge me, keep me healthy, and remind me that progress usually comes from showing up consistently rather than looking for shortcuts.
At the end of the day, what brings me the most fulfillment is knowing I’m building something that serves people well while creating a life that allows me to be present for the people I care about most.
Contact Info:
- Website: https://www.kuresuperfoods.com
- Instagram: https://www.instagram.com/kuresuperfoods/?hl=en
- Facebook: https://www.facebook.com/kurepdx/
- LinkedIn: https://www.linkedin.com/in/nate-higgins/
