In one word?  Fundamentals.  Whether you call it the Paleo or the Primal diet, the fundamentals are the same.  We’re big believers in getting the fundamentals right before moving on to “advanced” stuff.  In fact, we’d rather spend all of our time perfecting the basics even if it means we’ll never move to “advanced” levels, because we’ve seen time and again that smoothly executed basics will consistently win out over more complex ideas.

Wait a second, how does that apply to making Paleo cookies?  Well, we’ve been in business a little over 3 years and still only have 4 Paleo Treats: The Brownie Bomb, the Cacao Now, the Mac Attack, and the Mustang Bar.  Why don’t we have more?  Because (we’re almost embarrassed to say it) we’re still working the basics of Paleo cookies.

What are those basics?  For us, anything we make has got to have two things, and two things only: It MUST be totally Paleo; no agave, no preservatives, not even the hint of a “cheat”.  It also HAS to be one of the most bitchin’ things you’ve ever tasted, health food or not.

Now, we know that if you go head to head with no-holds-barred tiramisu or freshly made ice cream you’re going to have to work pretty danged hard to taste better than that, but beyond a few “untouchables” we (and anyone who has tried them) think that our Paleo desserts taste just as good or better than their non-paleo equivalents.

The Brownie?  Let me tell you, we’ve had more people tell us the Brownie is the best brownie they’ve ever tasted than I can count, and for folks who like coconut, the Mac Attack is tops.  If you’re a dark chocolate fan (and Lee is a fan-atic), The Cacao Now ranks up there with any of the chocolate you can find, and that leaves the Mustang Bar.

That’s a hard one to describe, and we’ve found that when we first lay out a spread of Paleo Treats that people, left to their own devices, will try the Mustang last, or only with some prodding.  Once they tried it though, look out!  It goes head to head with the Brownie as our fans’ favorite Treat, and for good reason; we have begun to master the basics of a great Paleo cookie.

Have you tried one yet?

We don’t know all of you sweet-toothed Paleo eaters, but we know you’re out there.

Paleo Treats are cookies and chocolate bars made for followers of the Paleo diet.  Like cage-fighting for your mouth, best enjoyed on the side of a mountain while you watch the thunderheads roll in and prepare for nature to wash you clean of your sins and shiver away your fears, paleo treats are for those who enjoy the intensities of life.

We work hard, we always compete, we don’t have a trophy room but we do have a few good dogs. We like animals and swearing, we naturally chase after fast moving objects, our genetics gravitate us to the realm of fear and unknowing and struggle and victory.

We ally ourselves with nature but are never surprised when that pure and pitiless bitch turns on us with the fury of a midnight hurricane. We take our licks and get back up, knowing that we are only human and can achieve nothing more than intensity of experience.

We love hard, play hard, laugh our goddamn guts out, and sleep easy.

We cook hard, and our kitchen is a raucous maelstrom of cursing laughing striving and mixing. We use the best ingredients we can find. We keep it Paleo and try to stay in the Zone.

We stay away from salt and preservatives, drink a shot-glass of fish oil a day, and we’re waiting for the rest of the world to start eating like paleo-humans not fat plastic processing machines.

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