How it began
In 2019, a close family friend introduced us to shilajit while guiding us through an Ayurvedic-inspired wellness routine. The dark resin was completely unfamiliar to us. We continued using resin from that source connection as part of our own routines for the next two years, becoming familiar with its earthy, smoky character, naturally bitter taste and temperature-sensitive texture.
In 2021, our friend explained that the Kazakh family business connected to the resin wanted to make Mongolian shilajit more available in the United States. We agreed to help share it here. Metanoia&Co. began offering the resin publicly in 2023.
What began with friendship became a small, founder-run business built around a real source relationship and a product we knew firsthand.
From the Altai Mountains to Asheville
The material comes from remote areas of Mongolia’s Altai Mountains accessed by local people. It is processed into its finished resin form before traveling to us. A small amount of water is added during finishing to achieve the final resin consistency, and the jars are filled and labeled before they reach Asheville.
Once a shipment arrives, we check the jars, labels, seals and condition of the shipment and store a limited amount of inventory at a time. These receiving checks are separate from laboratory testing. Ed manages day-to-day operations and packs each order. Jess manages the business backend, website and creative direction. We both spend time vending at markets, where we can introduce the resin in person and answer questions directly.
We believe sourcing information should be specific, quality language should be supportable and test results should be tied to the batch they represent. Previous batches have been tested, and updated testing for the current batch is pending. We will publish current results only when they can be clearly matched to the product being offered.
Why “Metanoia”
Metanoia describes a meaningful change in perspective. For us, it means staying curious, reconsidering assumptions and choosing a more deliberate way forward.
That philosophy guides how we run the company: value real relationships, communicate plainly, avoid overstated promises and remain open to better information. We respect the traditional context in which shilajit has long been used, while describing our product through what we can responsibly observe and document.
What guides us
Relationships before scale
This business began through friendship. We want growth to remain connected to the people and place behind the resin—not separated from them.
Clear information over big promises
We explain the resin’s origin, form, character, available quantities and care without presenting it as a Cure-all.
Hands-on service
We receive, check, store and pack the product in Asheville. These in-house checks cover the condition of incoming inventory; they are not a substitute for batch-specific laboratory testing. Questions are welcome before or after an order, and customers can reach the people operating the business.