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DIRT named Best New Concept

Originally appeared in STARCHEFS


Jeff Latulippe has a passion for healthful, nourishing, clean food. But he hasn’t always. Several years and 60 pounds ago, Latulippe was a student at the University of Pennsylvania’s Wharton School of Business. He was focused on international studies and business, and studied abroad in Barcelona. Before graduating in 2007, Latulippe also completed an internship at the Executive Office of the President at The White House. As an ambitious post-grad, Latulippe worked as an investment banking analyst on Wall Street for three years and then spent five years rising to senior associate at Harren Equity Partners in Fort Lauderdale, Florida. 

Then a shift occurred (or maybe more of a drop). Call it enthusiasm, fanaticism, obsession … Latulippe discovered healthy living, lost 60 pounds, and wanted to share the benefits of his new-found lifestyle with anyone with an appetite. Latulippe wanted South Florida diners to have delicious, intriguing, healthy options every day and at a reasonable price. It was also important to him that this type of cuisine be backed up by a fresh, local, sustainable ethos and infrastructure. 

Latulippe’s physically fit brainchild was born: DIRT. The simple, convenient, nutritious concept serves fast fine food from early morning until 9pm, very day because healthy living doesn’t get a day off. DIRT, as it adds stores across the region, strives to support local farmers and to make South Florida a more healthful place to eat.