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4657291933_5e1f2f1218_nCan Lyfe Kitchens make brussel sprouts the new fries?

Its founder, Mike Roberts, former McDonald’s President and COO, made McDonald’s the largest distributor of apples in America when he developed McDonald’s Apple Dipper in 2009.

Now, he and a crew of other ex McD’s bigwigs have set out to transform American fast food (and the organic produce supply chain).

Lyfe’s goals are lofty “We strive to be a model company for the world. We are our harshest critics and we want to continually improve what we do, and how we do it.”

Lyfe Kitchen’s cookies will be dairy-free, the beef from grass-fed, humanely raised cows. Lyfe Kitchen will use no white sugar, white flour, high-fructose corn syrup, butter, cream, GMSs, additives or trans fats. Every dish will be under 600 calories.

Don’t worry! There will still be plenty of burgers, along with kegs of organic beer and carafes of biodynamic wine.

Roberts has been thinking about this for a long time, and he plans take organic food producers and Lyfe Kitchens to financial success. “We’re really, really early,” Roberts says. “There are 80 million people who have become much more aware of the food they eat. And that’s going to continue as far out as we can see.”

Right now, Lyfe Kitchen (which is an acronym for “Love Your Food Everyday”) has just one location in Palo Alto, CA, but the plan is to open hundreds of them across the U.S. within five years.

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