…It’s incredible how much our perspective can change when we start to see food as a friend, not a foe. Sure, it’s easy to get caught up in trends and rules, but when we strip away the fear and guilt, food becomes what it’s meant to be: nourishing, joyful, and, yes, sometimes indulgent…
Aspart of our series on Women in Wellness, I had the pleasure of interviewing Irene Sataficheva. Irene is a person who has turned her childhood love of natural food into a professional mission to change people’s lives. She grew up in a small town near Kyiv, surrounded by a well-tended family garden filled with the aromas of fresh fruits and vegetables. This was not just a place — it was the source of her deep passion for natural, seasonal products. The Ukrainian agricultural tradition surrounding her since childhood has shaped her values and love for simple but extremely important things: quality food and self-care.
After high school, Irene chose to study economics at one of Ukraine’s leading universities. But her true passion and health always stayed close by. Her youthful travels along the southern coast of Europe opened up a new world of flavors and traditions for her. These were not just culinary discoveries — they were experiences that helped her understand how culture and nutrition shape people’s health and well-being.
Over time, her love for a healthy lifestyle grew into a desire to share it with others. Irene has transformed her heritage, deeply rooted in Ukrainian traditions, into a modern take on nutrition.
Today, Irene is a professional who draws inspiration from the richness of her native culture but always looks at health through the lens of global approaches. Her approach is one of care, knowledge, and unconditional belief that proper nutrition can change the lives of each of us.
Thank you so much for joining us in this interview series! Can you share the most interesting story that happened to you since you started your career? What were the main lessons or takeaways from that story?
Ionce worked with a client terrified of food — not spiders, not public speaking, but food. Many so-called ‘experts’ reinforced this fear by promoting restrictive diets.
When she came to me, she was exhausted, frustrated, and ready to give up. Together we started a new journey: rediscovering the joy of food one bite at a time. I’ll never forget the day she looked at me, her face lit up like she’d just won the lottery, and said, “I’m not afraid of food anymore!” She was beaming with joy. She started embracing life in a way she hadn’t in years. Not only did she improve her physical health, but she also transformed her relationship with food and life.
It’s incredible how much our perspective can change when we start to see food as a friend, not a foe. Sure, it’s easy to get caught up in trends and rules, but when we strip away the fear and guilt, food becomes what it’s meant to be: nourishing, joyful, and, yes, sometimes indulgent. Because, let’s be honest, life without chocolate cake is no life at all.
It has been said that our mistakes can be our greatest teachers. Can you share a story about a mistake you made when you were first starting? Can you tell us what lesson you learned from that?
One of the biggest mistakes I made at the beginning of my career was telling women exactly what they should do. I would say, ‘You need to do this,’ or ‘You have to do that,’ which took away their opportunity to make their own choices and decisions. Sure, I thought I was being helpful, but looking back, I might as well have been handing out unsolicited life advice at a dinner party. It wasn’t empowering. As a young specialist, I didn’t yet understand these nuances. Only after several years and further coaching education did I realize that you can’t just tell people what to do. What I didn’t realize back then was that I was taking away something essential: their freedom to choose. I wasn’t giving them the space to make their own decisions, and honestly, who likes being told what to do? (Spoiler: no one.)
People don’t need a coach barking orders at them; they need someone to help them uncover what they are ready to tackle. I learned to use motivational interviewing and other valuable tools to communicate with clients so that they always choose what they are ready to work on and what they want to change.
That was a game-changer. Instead of me deciding, my clients began steering their own journeys — deciding what they wanted to work on and how they wanted to change. And guess what? We started achieving much more success and victories in nutrition and healthy habits.
Let’s jump to our main focus. When it comes to health and wellness, how is the work you are doing helping to make a bigger impact in the world?
Throughout my career, I’ve worked with hundreds of individuals and spent thousands of hours consulting with clients and companies. At some point, I realized that my desire to share my knowledge about proper nutrition and help people build healthy eating habits was limited by my personal resources. It felt like trying to water a forest with a single garden hose.
That realization led my husband and me to take a bold step: we founded Asta Corp, a company with a mission to make wellness accessible to more people than I could ever reach alone. Our first product is a startup called Eated. Think of it as a “Food coach in your pocket.”
Here’s the thing: in the U.S., so many people struggle with nutrition-related health issues. They don’t have access to health coaches because it’s often unaffordable. We aim to create an app that’s essentially a ‘Food coach in your pocket.’ The app distills everything I’ve learned from thousands of client coaching sessions into a simple experience to help people gain the knowledge they need to live longer, healthier lives.
However, this is just the beginning — wellness is a broad topic. In the future, we want to address stress management, physical activity, and sleep issues. With Eated, we’re just getting started. Through this vision, I hope to change the world by helping as many people as possible to be healthier and live their happiest lives.
When I think about health, it resembles a wheel composed of these four elements. If even one element is underdeveloped, the wheel won’t function properly. My goal is to help people achieve this holistic balance, ensuring everyone can live healthier and happier lives.
Can you share your top five “lifestyle tweaks” that you believe will help support people’s journey towards better wellbeing? Please give an example or story for each.
1 . Daily fruits and veggies. I’ve had a long habit of eating fruits, vegetables, and berries every day — at least five servings. For me, a fridge without veggies or berries isn’t just “low on groceries” — I consider it empty and will rush to the store with my husband to restock. Eating at least five servings of fruits, vegetables, and berries daily — a habit that has become part of my daily life and helps keep me healthy.
2 . Whole grains. I ensure that I have at least one serving of whole grains daily — whether it’s oatmeal, quinoa, or a hearty slice of whole-grain bread, which I also encourage in my kids and family. This has been crucial for maintaining healthy skin, and my cosmetologist always compliments my skin’s glow, which has also reduced cellulite. Who knew grains could do all that, right?
3 . Quality sleep. Gone are the days of burning the midnight oil. These days, I prioritize sleep and have changed my lifestyle to ensure I get proper rest. Instead of staying up late to finish tasks, you’ll find me in bed by 9 or 10 PM. I respect it. This has given me energy for balanced eating, family time, and work. Good sleep truly is the foundation of good health.”
4 . Gut health. My gut is basically my wellness headquarters. I always include foods that support my microbiome in my diet. The gut-brain axis plays a crucial role in my mood, hormones, immunity, and overall health. Fermented foods like yogurt, sauerkraut, and kimchi are staples for me. Keeping my gut healthy ensures I feel good inside and out!
5 . Physical activity. The gym isn’t just “me time” for me — it’s “us time” with my husband. My husband and I go to the gym at least three times a week, and it’s something we do together, making it more fun and motivating. Working out as a couple not only strengthens our bond but also keeps us healthy and active. We also love biking, rollerblading, and skating as a family. This active lifestyle brings us closer and adds new shared hobbies.”
If you could start a movement that would bring the most amount of wellness to the most amount of people, what would that be?
If I could start a movement to bring wellness to as many people as possible, I’d be doing exactly what I’m doing right now. And the best part? That movement is already in motion. I’ve already started this movement by creating a community where I, along with other women, learn and support each other in building healthy eating habits. But I didn’t stop there. That’s why I created our product, Eated. I believe this app will help bring better wellness to as many people as possible in the future, no matter where they are or their circumstances.
What are your “5 Things I Wish Someone Told Me Before I Started” and why?
- Balance is key. I wish I had known earlier that you can eat anything as long as you maintain balance. This would have made my approach to food much more relaxed and enjoyable.
- Exercise freedom. I wish I had known that you don’t have to stick to the gym to feel good. Finding any physical activity you love is the key to consistency and enjoyment.
- No ‘One Size Fits All’. I wish I had known that there isn’t a single correct way to eat that applies to everyone. With over 8 billion people, finding what works for you individually is crucial.
- Flexible meals. I wish I had known that breakfast and dinner foods can be interchangeable. This would have simplified my life, especially during my student years.
- Pregnancy nutrition impact. I wish I had known that what I eat from day one of pregnancy affects my children’s health and immunity. Knowing this would have changed many of my past choices.
Sustainability, veganism, mental health, and environmental changes are big topics at the moment. Which one of these causes is dearest to you, and why?
For me, sustainability and mental health are the most important causes I’m currently working on. The way we eat and care for ourselves has never been more important, especially in a world where so many people feel disconnected from their own hunger, fullness, and overall well-being. Many people today struggle with eating habits, often not feeling hungry or full due to excessive fast food and sugar consumption, coupled with a lack of reliable scientific information. This uncertainty can lead to stress and negatively impact mental health. As someone from a country experiencing war, focusing on what and how we eat, as well as our self-care and recovery, is crucial. These aren’t just causes for me; they’re personal.
What is the best way for our readers to further follow your work online?
You can follow me online to stay updated on healthy eating tips, nutrition advice, and insights into balanced living. I’m active on X @IAstaficeva and @EatedApp where I share nutrition insights and Eated updates. You can also find me on LinkedIn and welcome to our website www.eated.io. I’m open to connecting and keeping this journey toward better health going together.
Thank you for these fantastic insights! We wish you continued success and good health.
