To Top

Hidden Gems: Meet April King of Better Than Provisions

Today we’d like to introduce you to April King.

Hi April, please kick things off for us with an introduction to yourself and your story.
My journey with nutrition began with becoming a health coach after experiencing my own issues with chronic illness and finding my way back to health with a holistic approach. In 2015, I took the next step and completed a three-year program to become a Certified Holistic Nutritionist. Through my education and personal experience, I learned a lot about how food can fuel the healing process, but that didn’t mean my own nutritional challenges were over. I still couldn’t find products on the market that weren’t filled with cheap filler ingredients and tons of sugar. Nothing was convenient, and if I could find something, it never tasted as good as I wanted it to.

Out of necessity, I set out to create a granola that would taste great and also meet my health needs. As I worked on the recipe, I began hearing from so many friends and family that I wasn’t the only one struggling. I started to realize this granola could be something everyone could enjoy and count on. As a Holistic Nutritionist, my passion has always been to help others find natural solutions that help them feel better and live a fuller life. It was thanks to so much positive feedback about the recipe and my passion for serving those who wanted “better than” snack options that Better Than Provisions was born. Now our customers are granola fans of every age and eating style.

My husband Earl and I began Better Than Provisions in 2018. We’ve gone through a couple of changes since then, but our mission has never changed. We’re fortunate to currently serve our local communities in Tucson and Phoenix, Arizona, and all our fans across the country who order from our website. We’re excited to continue to grow, develop even more guilt-free foods, and are very grateful to share our products with people who thought they’d never enjoy snacks like this again.

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?
We’ve bootstrapped this business from the very beginning because we’ve wanted to build a brand that is sustainable and stands the test of time. This hasn’t come without its challenges. Being a team of two with a mission to make a difference in the world, working five farmers’ markets a week, and carrying all the responsibility for the financials and marketing can feel overwhelming at times. Sometimes the challenges are financial, sometimes they are related to time, and often things go wrong or don’t turn out as we want them to. But mostly, we are grateful for the opportunity to build something of our very own. The key for us is being resourceful and recognizing when we need help. We recently hired and worked with a food business consultant to learn more about operating a packaged food business and to rebrand our look and feel. We learned so much working with her, growing ourselves personally as well as in our business. To run a business of your own takes stamina, faith, and a willingness to fail over and over until it works. We’ve learned a lot about what we are made of along this journey.

Appreciate you sharing that. What should we know about Better Than Provisions?
Better Than Provisions is a company dedicated to providing nutrient-packed, delicious snacks you can enjoy guilt-free, no matter your dietary lifestyle. We produce three fun and unique flavors of a 5 Nut Granola that’s gluten-free, grain-free, keto-friendly, vegan-friendly, and has no added sugar.

Our flavors are Cinnamon-Vanilla, Pumpkin Spice-Apple, and Cacao-Cayenne-Goji. We take great care in using as many organic ingredients as possible and we develop our flavors to not only taste great but so they offer the maximum nutritional benefit. We sell our granola direct to our customers at the Heirloom Farmers Markets in Tucson, The Downtown Phoenix Farmers Market, and through our website. We do have wholesale pricing and are proud to be affiliated with Food Conspiracy Coop and Flora’s Market Run in Tucson. We also sell our granola in bulk so it can be served as a menu item at inns, resorts, and restaurants.

Can you talk about how you think about risk?
Without risk, there is no reward. When we started this business, we invested all our financial resources into it. We have both left our jobs so we can be available to work on it and make our business a success. It’s definitely scary to pool all your resources and time into one venture but this journey we are on is making us stronger people. Don’t get us wrong. We have our days where we wake up and go, “what are we doing” but then we remember all the people we are helping, and that soothes our fears. We’re about to take on our first fundraising effort, a crowdfunded loan through an organization called Kiva. This is the first time accepting financial support outside of our own resources and it’s necessary if we want to grow. It’s kind of scary, although we see it as another opportunity to practice faith and build strength.


  • $14 per bag

Contact Info:

Suggest a Story: VoyagePhoenix is built on recommendations from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.

Leave a Reply

Your email address will not be published.

More in Uncategorized

  • Meet Catherine Pettitt of Corbin’s Legacy Charity in Mesa

    Today we’d like to introduce you to Catherine Pettitt. Thanks for sharing your story with us Catherine. So, let’s start at...

    Local StoriesFebruary 20, 2020
  • VoyagePhoenix FAQs

    We’ve prepared this FAQ about VoyagePhoenix in an effort to ensure that anyone who is interested can have a full understanding...

    Local StoriesSeptember 23, 2018