About Us

My name is Dan Beck, and I started a brand called Midwest Meals based in Eau Claire, WI. Growing up, I was always active between sports and working out. I am from a small rural northern Wisconsin town, but I had the opportunity to live in Southern California and study the health and fitness culture on the coast.

When I returned to Wisconsin in 2015, I had the realization that (at the time) there were no meal prep services in a 100-mile range. As I finished my degree from the University of Wisconsin – Eau Claire, I decided to launch Midwest Meals out of a shared commercial kitchen. Week after week, our first clients told their friends…and they told theirs…and as they say, the rest is history.

Fast forward, we built a brand new, state-of-the-art facility in Eau Claire, WI in the spring of 2017 and began working on franchising, where we currently serve the Eau Claire region as well as train our franchisees. The name changed from Midwest Meals to Simple Plan Foods to better encompass our vision of the future!


We were frustrated with fad diets, gimmick supplements and Instagram gurus promoting misinformation. We just wanted an option that just made sense. We don't believe in secret foods or magic diets.

Instead, we believe in having GOALS, CONSISTENCY, and HARD WORK. We are health and fitness enthusiasts trying to lead a healthy lifestyle, just like you!

Our meals are based on a rounded macronutrient intake, aiming for approximately 30% protein, 30% fats and 40% carbs. However, we try to keep our meals as versatile as possible to accomodate specific dietary guidelines or goals.

We are a very science first company and actively look at the new and existing research around nutrition and what works!


We are always operating from our core values, which is what we refer to when making any decision. Those core values are:

Help others. Take initiative. Work as a team. Anti fad dieting. Be a good person. Extreme ownership. Nutrition education. Believe in the mission.


Our goal is to end metabolic disease in the United States. With fad diets promoting a quick-fix, our psychological relationship with food has been messed up for some time. We want to help re-create a healthy relationship with food that encourages flexibility and longevity.

We achieve this by working within our local communities to make a BIG impact!