Ancient Nutrition’s co-founders Dr. Josh Axe and Jordan Rubin talk about what makes Ancient Nutrition tick and why it's such a unique company in the wellness and nutrition place.
Here’s what they had to say about their mission and hopes for sparking a positive change in the world:
Q: What is the mission of Ancient Nutrition?
A: Our mission has always been to provide people with ancient nutrients in a modern, convenient form. This gives them the tools they need to power their bodies and minds, while restoring their health, strength and vitality.
In a nutshell, we want to help people to maintain the health and energy of our ancient ancestors, in a way that’s simple enough for everyday use.
Q: How does that relate to Ancient Nutrition's average consumer?
A: Let’s face it, the typical Western diet is lacking in key nutrients that are critical for optimal health. So many of us are missing out on what’s needed to sustain a healthy body and mind. It’s our personal goal to share nutrient-rich, health-promoting products with who we think of as our Ancient Nutrition family, and beyond.
Q: Can you discuss Ancient Nutrition’s foundation as it relates to traditions like Ayurveda and Traditional Chinese Herbalism?
A: Our product formulas are based on the wisdom and principles of Ayurveda and Traditional Chinese Herbalism. These health methods have survived generations and their uses are well supported by science. Our focus is to make traditional formulas more functional for the modern consumer.
Take bone broth, for example. It’s one of the most nutritious foods that was consumed in Chinese Herbalism over 2,500 years ago. It is, however, time-consuming and tedious to prepare, so compliance is an issue. This is what sparked our idea to formulate a bone broth protein powder that allows the modern adults who are busy or on the go to easily add this nourishing food to their diets.
Q: What are some highlights of Ancient Nutrition’s sustainability efforts?
A: Sustainability is the utmost importance at Ancient Nutrition. We are dedicated to using sustainable and responsible methods, and we care deeply about animal welfare.
For our Ancient Origins line, for example, we utilize the practices of New Zealand, where most livestock spends all year grazing lush, green pastures and have been kept and cared for by the same farming families for generations. These shared values come through in our products, most notably in our grass-fed collagen.
The minimally invasive, natural solutions we use to create these products can have a positive impact on our environment and will hopefully become commonplace in the future.
Q: Consumers are more concerned about how and where their ingredients are sourced ("ethical ingredient sourcing") than ever before — how does Ancient Nutrition convey this transparency to them?
A: We are fully committed to using only the highest quality, real food ingredients in our products. We focus on ethical ingredient sourcing by rigorously testing for purity, including performing tests for pesticides and herbicides, heavy metals and more.
We’re making these products for ourselves and our families, too, so you won’t see any weird chemicals or artificial ingredients, sweeteners and flavors in our formulas. We also value transparency and provide a certificate of analysis for many of our products so that you can see for yourself the quality standards that we’ve worked so hard to achieve.
Q: How do bioavailability and nutrient absorption figure into Ancient Nutrition’s product formulation?
A: Increasing bioavailability and nutrient absorption is a major factor in our formulation methods. To support nutrient absorption, we leverage traditional preparation methods, including fermentation — a process that creates completely new compounds and supports bioavailability.
We also combine herbs that work together to pack a stronger punch. For instance, take turmeric root and combine it with warming spices like black pepper, long pepper and ginger. This is the traditional method, and it has shown to support nutrient absorption and bioavailability.
Q: How is Ancient Nutrition sparking a positive change in the world?
A: Our dream has always been to see more families, including children, parents and grandparents, using these nourishing, nutrient-filled products to achieve optimal health.
These traditional methods of healing have guided our ancestors and we’ve worked to modernize the form, but continue to provide the same formulas that can support optimal health and well-being.