Geoff Straub, executive chef for Parkhurst Dining, is making transparency his mission at UPMC Lemieux Sports Complex—the hockey facility where the Pittsburgh Penguins practice and eat most of their meals. According to Technomic’s 2016 Healthy Eating Consumer Trend Report, 42% of consumers say their definition of health has changed over the past two years, with a majority—54%—now calling for more menu transparency, and 47% saying they are more concerned about additives in their food.
While the training table menu is Straub’s main responsibility, he’s also in charge of the complex’s concessions and cafes frequented by fans and the many youth hockey teams that play on the ice. When Straub came on board this fall, he literally cleaned up the menu, eliminating all processed foods and making everything from scratch—including the ketchup. Here’s how he’s winning the healthy eating game.