In this Q&A, you’ll hear from Josh Broun, co-founder of Impact Kitchen, a healthy cafe chain born in Toronto. Josh shares the brand’s nutrient-dense food philosophy, how gathering for meals improves health, and why it’s aligning with regenerative farming partners across the US and Canada.
Tell us about Impact Kitchen.
Josh Broun: Impact Kitchen has always been a passion project at its core. Long before we opened our doors, my co-founder, Frank Toskan, and I shared a belief in real food, genuine hospitality, and the power of bringing people together. We weren’t trained restaurateurs — we were two people obsessed with nutrition, high-quality ingredients, and creating a space where healthy eating could feel easy, inviting, and social.
When we finally launched the brand, it was as grassroots as it gets: No website, no Instagram, no big marketing push. Those early days were full of learning, listening, and refining — a commitment to making the best product we possibly could and staying deeply connected to the people who walked in. Before long, word started to spread, and the spot we opened in Toronto’s Corktown had lines out the door.
More than physical nourishment, food is one of the most powerful connectors we have. When people gather, share a meal, and feel part of something, it contributes to a deeper sense of belonging, and that kind of social connection is one of the biggest contributors to longevity.
Today, Impact Kitchen is an all-day restaurant and cafe serving breakfast, brunch, lunch, and dinner. But, at its heart, it’s still the same mission we started with: High-quality, nutrient-dense food, served with hospitality, in a place built to bring people together.
That combination of nutrition, community, and connection is what has carried us from day one, and it’s still what drives us forward.
What’s inspired your food philosophy?
JB: In my years as a fitness and nutrition coach, I saw just how overwhelming food could feel for people. With so many diets and trends—paleo, vegan, keto, etc.—I wanted a framework that made eating feel simple and supportive, no matter your style.
What began as a personal rule of eating minimally processed, nutrient-dense food eventually evolved into Impact’s full food philosophy: Eat real, be plant powered, prioritize high-quality protein, embrace healthy fats, be sweet to yourself, and drink to your health.
Those principles have shaped our menu from day one. They’re the reason we landed on a menu that is gluten-free, seed oil-free, and refined sugar-free while choosing ingredients like grass-fed beef, pasture-raised eggs, and 100% organic cold-pressed juices.
Our philosophy also guides who we work with. It has led us to partners who care about quality and sustainability at the same level we do, and it’s why our newest focus is on regenerative farms — people who are rebuilding soil health, protecting ecosystems, and raising food in a way that supports long-term environmental and human health.
The menu is really a reflection of that partnership mindset: If an ingredient doesn’t align with our philosophy, it doesn’t make it onto the plate.
How does supporting regenerative farming support overall growth?
JB: I’ve known about regenerative farming and its environmental benefits for several years, but what really resonated was hearing Mark Hyman speak to the nutrient density compared to conventional farming.
It made me and the team realize that Impact Kitchen needed to go all in — not just as a sourcing choice but as a way to actively make a positive impact on the planet while upholding the standard for the food we serve our customers.
Now, regenerative farming is one of the most exciting parts of our growth trajectory. Working with partners in Canada like The New Farm Centre and VG Meats has been inspiring, and as we expand in the US, we’re connecting with regenerative farms like Joyce Farms and others who share our values. These relationships are shaping the way we think about our menu and our mission, and we’re motivated to continue building connections with the farmers leading this movement.
How has its US debut accelerated the brand?
JB: The response to entering the US market has been overwhelmingly positive. Seeing a community form around Impact in NYC brings back memories from that first year in Toronto.
Our early adopters, especially those in the health and wellness space, have really embraced the brand, and the growth has felt organic, driven by word of mouth and grassroots moments.
Watching the community start to expand beyond those early groups has been incredibly energizing, and we have a lot of runway ahead. NYC is a city full of inspiring people who care about how they fuel their day, and we’re still in the early stages of reaching them.
We see huge potential in expanding the partnerships that have worked in Toronto, such as supporting professional athletes and teams, working within the entertainment industry, and growing our catering business. With new brick-and-mortar locations on the horizon, it feels like we’re just getting started in the city.
What’s on the roadmap?
JB: Next year, we’re grateful to continue growing both in Toronto and NYC, and the connection between the two has been heartwarming.
Our approach remains the same as it always has been: one customer at a time. In NYC, that means focusing on building the brand and connecting with the community in a variety of ways, like Strong New York, pop-ups at local fitness studios, and hosting gatherings in our NoMad mezzanine.
At the same time, we’re staying committed to our core, continually innovating and improving in the areas that matter most: community, our team, regenerative farming, and our locations.
To us, growth is about showing up consistently, building relationships, and ensuring that every experience at Impact reflects the principles we started with.
If you’re interested in having your company featured in our Q&A series, send an email to team@fitt.co.
