We believe that good nutrition is a critical cornerstone of health, but the nutrition industry has become a complicated, expensive and sometimes misleading mess. All the claims, lengthy labels and ‘miracle foods’ make it hard to include the right things in your diet!
We wanted to bring you a supplement that provides the maximum amount of natural nutrition. Some companies claim benefits of superfoods but do not contain them in high enough quantities or quality. Other companies "spike" their products with synthetics or isolates - meaning, they're not naturally occurring from whole foods. Activated Nutrients supplements are completely non-synthetic and contain nutrients in nutritionally relevant quantities, plus they're vegan, non-GMO, soy-free and gluten-free.
But you're not the only thing we care about. All success should be shared, so we donate a percentage of our profits
to charity. We also believe that we have a responsibility to produce Activated Nutrients sustainably. We built those
concerns into our production, including recycled packaging that uses 40% less energy across the product life cycle,
and responsibly -sourced ingredients.
By collaborating with leading nutritionists, health scientists and business minds, we've developed Daily Superfood for Men, Daily Superfood for Women, Daily Protein and Daily Energiser. Each supplement is carefully formulated to meet your body's needs and help you make the most of every day.
In an age of information overload, companies usually rely on getting customers by selling a dream. We don't have to hide behind dream. All we're selling is the right ingredients in the right quantities, presented with nothing but honesty. We can't wait to share it with you!
Some of the world's most well-known nutrition brands are all about hype rather than health. They draw people in with flashy packaging, huge advertising campaigns and the glamor of highly-paid celebrity endorsements. This combination results in sales, but people buy the product for the façade rather than the science behind it.
Unfortunately, there aren't many regulations around the claims supplement companies can make. One of the main reasons we developed Activated Nutrients was out of concern for the public. People are putting themselves at risk by consuming supplements that aren't transparent about their ingredients.
Dietary nutrients should be food based – that seems obvious, right? Well, we have a scary fact for you: research indicates that 98% of vitamin, herbal and mineral supplement products available to consumers use synthetic and isolated vitamins, which means that other nutrients are removed to isolate one particular vitamin. It costs a lot less to make supplements this way, plus it means that a brand can boast about high concentrations of vitamins in their product. But your body will always benefit the most from food-based vitamins.
Whole foods aren't as nutritious as they used to be. The food chain is under a lot of strain due to broad acre farming, processing, storage techniques, etc. Even if you think you're buying healthy whole foods, they've lost a lot of their nutrients along the way. Activated Nutrients will help you bridge that gap and give your body what it needs.
Our hunter-gatherer ancestors valued sweet foods because it gave them a quick, easy energy boost. But now that we have access to sweet treats any time we like, we have to be careful. Evidence shows that even natural sweeteners like Stevia cause blood sugar to spike and may trigger the neurochemical that causes insulin levels to spike.
In a perfect world, everyone would have the time and money to prepare fresh, nutritious meals from raw produce every day. This world is awesome, but it's not perfect. According to the latest Australian Health Survey, 93.2% of Australians are not eating the recommended servings of vegetables per day and only half are eating the right amount of fruit.
From a young age I was passionate about sport and performance, and naturally, health and nutrition. Part of that passion stemmed from growing up in Australia - a sport obsessed country with great opportunity, and another part of that passion came from my teenage years as a national level track and field athlete, playing football and competing in youth triathlons.
I had seen first-hand how supplementation can assist in health, and in particular, recovery, however the process of taking sports supplements was something of double edged sword - whilst I received the benefit of recovering in the short term, I was not focused on what I was putting into my body and what should have been the long term focus on health and wellbeing.
From the age of 19, I incurred injuries that put a stop to competing and therefore I retired from track and field.
These injuries led me to the next stage of my life where I commenced a career in professional services and financial markets. I worked in a top professional services firm which shifted my view to start thinking of my overall and long term health. As most professionals do, I worked hard - long hours and had little time to look after myself, let alone eat 21 nutritious meals per week.
I found myself skipping breakfast, attending business functions and all the while becoming run down, feeling at times low on energy and spirit. I reconnected with the inner athlete and returned to making time for the gym and sourcing supplements to assist in my overall health and wellbeing.
As a highly analytical person, I spent significant time doing my due diligence and researching the industry and products available - I wanted to understand the difference between hype supplements and supplements that were nutritious and good for the body - I found a drastic disconnect between the raw materials used and the claims made by those in the supplement industry.
In amongst my research I found that most of the supplements products out there were not what they claimed to be, had information which may mislead consumers, had quality defects and manufacturing issues and many failed to provide adequate evidence as to whether the supplement actually assisted in health and well-being at all.
For example, the Therapeutic Goods Administrator conducted a review of supplement products and what they found was alarming - of the products tested, 65% had labels which could mislead consumers and more concerning still was 71% had quality, defects, manufacturing issues.
Additionally, modern broad acre farming techniques together with food processing and food storage, the majority of nutrients even in nutrient foods can be lost.
Whilst we could be doing mostly the right things for our health and wellbeing, including eating many of the right foods - much the nutrition in our produce can be lost.
High quality supplements can greatly assist the modern lifestyle and ensure that we are getting the nutrients we need for long term health and well-being - the major challenge for me was finding the rights products - where I had trust in the quality of the supply chain from planting to harvesting to processing (from growers who natural farming techniques and process extracts at low temperatures to retain phytonutrients, vitamins and minerals, without spiking with synthetic vitamins!) and the manufacturing & testing process (to confirm that the raw materials are present in marketed amounts and free from harmful contaminants).
The barriers for entry into the supplement are low and I found that even companies with the best of intentions (through their marketing messages) had supplements that were not manufactured to a high enough standard, had not invested in research and development, and had poor or in many cases no independent quality assurance and quality control processes.
My job currently involves conducting due diligence, analysis and advising in relation to investment and financial markets. I brought these skills and this method of thinking to the health and supplement market. I had a problem to solve and an industry I could work toward improving.
I strongly believe that there is a strong disconnect between food marketing
and wellness (whilst capitalism is at work) and the notion that there is no connection between the quality of the food you eat, the nutrients you consume and the consequences on your health and is false. This is my passion, to be involved in a socially responsible company, focused on delivering high quality, nutrition dense supplements to improve the health industry and the health of the many Australians just like me, looking to improve their well-being amidst a busy modern lifestyle.
Director of Brand & Customer Experience
Since earning his Master of Marketing from Monash University, Blair has worked as a strategic brand management consultant with clients in the United States, Australia and Europe. He’s lent his expertise to brands ranging from consumer good lines to luxury designer labels, with a focus on helping brand managers understand what their consumer value and refocusing strategy on marketing goals in highly competitive markets.
Alongside marketing consultancy work, Blair works as a professional model. His modelling career has taken him around the world, appearing in campaigns and catwalk for some of the world’s most recognized names in fashion, including Calvin Klein, Abercrombie & Fitch, Giorgio Armani, Ermenegildo Zegna and John Richmond.
Blair’s combined experience as a brand strategist and model gives him a unique insight into the health food industry. As a model, Blair has made nutrition a cornerstone of his lifestyle because he recognizes it as a critical part of maintaining physical appearance. As an experienced brand strategist, he’s instinctive about identifying trends and understanding what customers value most.
Careers aside, health and wellness has been prevalent in Blair’s life since childhood. As the son of a food scientist, Blair was raised with an engrained understanding of nutrition and a passion for healthy eating. That passion has stayed with Blair into adulthood, acting as a main driver in his efforts to increase public awareness about health and wellness as well as give back to the community through outreach programs. With Blair’s help, these tenets have been built into the Health Science Innovation business strategy, ensuring that the company will always have a budget for charitable work and a backbone of social responsibility.
A former professional athlete, as a medal-winning track cyclist on the Australian National Team, Cameron Wise is an experienced operations professional in the property industry and is training to become commissioned as an officer in the Australian Army Reserves.
Prior to co-founding HSI, Cameron was with property firm Jones Lang LaSalle in Melbourne, and applies his operations management and sales development experience to coordinate service providers, supply chain and sales channels for HSI.
Having maintained very strict diet and lifestyle commitments as a professional athlete, and experiencing a period of being out of shape and then returning to peak form through good nutrition and exercise regime while having a full-time corporate job, Cameron has a very powerful and compelling personal story of his journey managing a healthy, balanced lifestyle – starting with eating properly.
Cameron studied Bachelor of Property and Construction at the University of Melbourne.
Dr. Greg Bailey is a co-founder and managing partner of MediqVentures and the Executive Chairman of Portage Biotech Inc. Previously he was a managing partner of Palantir Group, Inc., a merchant bank involved in a number of biotech company startups and financings. Palantir was also involved in acquiring intellectual property assets and founding companies around the IP.
Greg’s passion for health-related sciences combined with having been on the boards of several public companies, and his experience helping a small business grow into a large public company worth billions of dollars, make him a valuable advisor to the HSI board and management team.
Greg was the initial financier and an independent director of Medivation, Inc. (MDVN:NASDAQ), from 2005 to December 2012, and has served on the board of directors of multiple public companies. He was the co-founder of Ascent Healthcare Solutions, VirnetX Inc. (VHC:AMEX), Portage Biotech Inc. (PTGEF: OTCBB) and DuraMedic Inc., and served as the Managing Director and co-Head of Life Sciences at MDB Capital Group LLC from May 2004 to December 2006.
Dr. Bailey had practiced emergency medicine for 10 years before entering finance. He received his medical degree from the University of Western Ontario.
Dr. Jaroslav Boublik is a consultant to the nutrition R&D sector and a board member of several companies in nutritional medicine, complementary medical research and development and water – related technologies. He was Lead OHSE Auditor for Australia’s peak scientific and industrial research organization, CSIRO.
Jaroslav has been active in product research and development and has created successful products in the nutritional supplement, beverage, functional food and skincare and transdermal categories; he has published widely on the subjects of performance nutrition, hydration and water quality. He has a passion for understanding the nutritional requirements for building optimal wellness and maximizing performance, vitality and longevity.
He is an Associate Member of the Australian College for Nutritional and Environmental Medicine, a Member of the Royal Australian Chemical Institute, and a Chartered Chemist. He has held a Fulbright Postdoctoral Fellowship, a Neil Hamilton Fairley Postdoctoral Fellowship, and was an R. Douglas Wright Fellow.
Dr. Boublik has conducted research at Prince Henry's Hospital Medical Research Centre, The Shanghai Institute of Biochemistry in China, The Salk Institute, La Jolla USA, and the Baker Medical Research Institute in Melbourne, Australia. He has been an honorary lecturer at Monash University's Department of Chemistry, published over 30 peer reviewed and invited articles in scientific journals, and has presented almost 40 scientific papers at research symposia.
Dr. Boublik [B.Sc. (Hons) Ph.D. (Med), AACNEM, MRACI, C.Chem.] earned a B.Sc. (Hons) from the Department of Chemistry, Monash University, in 1981 and a Ph.D.(Med) from the Department of Medicine, Monash University, in 1985.
Jo Power specializes in good old-fashioned copywriting as well as all forms of digital content. The years of experience she brings to the team have shaped her into a well-rounded creative who fits perfectly into the role of Head of Digital Content, Communications and Social Media.
Her background includes copywriting for two of Australia's largest e-commerce groups, e-commerce best practice consulting, food and lifestyle features and social media management.
While some of her previous work had a health and fitness focus, Jo has always taken a personal interest in the area as well. She's been known to spend countless hours experimenting with healthy baking projects and blog about her perfected recipes.
Nick Bracks is an entrepreneur and public figure in Australia, with more than 40,000 followers on both Instagram and Twitter. Nick has been featured in numerous publications, radio and television programs, including Dancing with the Stars. He is a regular public speaker on behalf of non-profit organisations such as Headspace, Beyond Blue and Movember
Nick has founded and managed successful start-ups in the food/hospitality services as well as online and in-store FMCG businesses. His portfolio includes having launched and sold a bar/restaurant and creating his own apparel business, underBRACKS, which is sold in Myer department stores (major Australian retailer).
He holds a bachelor’s degree in business with a major in entrepreneurship, from the Royal Melbourne Institute of Technology (RMIT).
Nick’s strong network of media contacts, his public persona and understanding of building and promoting online and in-store FMCG businesses through social media and sales channels helps enable HSI products to gain exposure in the market more quickly and cost-effectively.
Whit Pepper is the managing partner for a commercial management advisory and venture development firm based in the US and London.
He is both an American and Australia dual-citizen and has been in management and leadership roles since 1997, including being Head of Client Development as a Principal at PwC until late 2012. For the past twenty years he has been actively developing competitive effectiveness and profitable growth in businesses around the world.
Whit is a board director of companies in the United Kingdom, Hong Kong, Australia and the United States. In addition to his corporate board responsibilities, he is also a board member of a national non-profit dedicated to finding missing persons in the United States.
He is a graduate of Davidson College with an MBA from Melbourne Business School, as well as executive development programs at the Australian Graduate School of Management and Harvard Business School.
The name Activated Nutrients was inspired by the definition of the word activated, which is to make active. Instead of choosing ingredients based on price points and accessibility, we create our supplements with nutrients in their most active form. In other words, we only use the good stuff, no matter how rare or hard to get it is.
This is a philosophy that we carry throughout everything we do. We never compromise on quality and we're passionate about bringing our premium products to you. We honestly hope that by sharing this passion we can help get more people ACTIVATED!
The team behind Activated Nutrients and Health Science Innovation (HSI) take healthy living very seriously. Our five founding members have worked across the areas of entrepreneurship, corporate management, elite sport and entertainment and all have a passion for living the most healthy lifestyle possible. Activated Nutrients is the result of that passion. We channelled all of our knowledge, commitment and energy into it and it's exactly what we wanted it to be.
Not only are we proud of our product, we're also very proud of our core company values. We don't pay for endorsements because we refuse to line the pockets of people who will say anything for a price. Instead, we put our money into making industry-leading products and donate a percentage of profits to charity.