If you want to know more about Keith Ayoob, just turn on any TV or open any consumer magazine. Often sought for his analysis of tough issues, he’s been a trusted food and nutrition go-to source for 20 years.

Keith-Thomas Ayoob is one of my favorite nutrition experts. I covered diet and nutrition for USA TODAY for more than 30 years, and during that time, Keith was one of my regular go-to sources for stories. I really admire the way Keith can take complex science and distill it into practical, user-friendly information, and I also appreciate that he thoroughly researches topics before he offers insights on them. He’s clever, smart and delightful to work with.

Simply put: He’s the best.

I have worked with Dr. Ayoob in many capacities over the past 20 years – media spokesperson, corporate consultant, scientific advisory board member and more.  One of his greatest contributions has always been his ability to use his decades of nutrition science expertise to filter new information and translate it into real-people speak without mincing words.  For this reason, his new website could not be more aptly named.

The combination of Keith’s passion for the science underlying food and nutrition issues, along with his ability to assess their practical implications and then communicate to consumers in ways that are engaging and useful make him one-of-a-kind in our profession. He is a joy to work alongside!