Counterculture is more than a mobile food venture; it’s a love letter to California’s rebellious spirit and boundless creativity. Serving small bites and ounces of fresh California white sturgeon caviar, Counterculture redefines what it means to snack under the open sky. Born from memories of campouts, music festivals, and gatherings where the offerings often lacked a true connection to local roots, we set out to bring something as bold and authentic as the Golden State itself to the table—literally.

When life handed me a double plot twist—two job losses in three months—I stood at a fork in the road. One path led to selling the VW bus I’d just started restoring, a symbol of freedom and possibility. The other was unpaved but gleamed with potential: investing in a vision that reflected my values, quirks, and love of a good challenge. I chose the latter. Together with my best friend, I transformed uncertainty into Counterculture—a celebration of sunshine, salty breezes, and savoring the moment with something extraordinary.

Our caviar is sustainably sourced in Northern California, where the largest production of white sturgeon caviar in the United States quietly thrives—a hidden gem of the region. Every ounce we serve is a nod to the innovation and resourcefulness of our community, proving that luxury doesn’t have to come with a passport.

Counterculture isn’t just a business; it’s a vibe. It’s for festivals, Volkswagen meetups, special events, and markets where people gather not just to consume but to connect. In the spirit of California subculture, we’re here to blur the lines between highbrow and laid-back, offering a taste of something rare in every sense of the word.