Who Founded Ancient Nutrition and Why?
The story of Ancient Nutrition begins with its two co-founders, Jordan Rubin and Dr. Josh Axe, who brought their individual health philosophies and entrepreneurial backgrounds together to create a distinctive brand in the health and wellness industry. Both men were driven by personal health struggles and a desire to fill a void in the market for clean, whole-food-based supplements. Their mission was to reconnect modern consumers with the traditional nutritional principles of our ancestors, emphasizing superfoods and sustainable practices.
Meet the Co-Founders
Jordan Rubin
Jordan Rubin is a recognized and respected health expert and eco-entrepreneur with a long history in the natural products industry.
- Health Journey: Rubin's journey into natural health was sparked by his own severe health crisis involving Crohn's and colitis in his younger years. He chronicled his path to recovery through dietary changes and alternative therapies in his bestselling book, The Maker's Diet.
- Entrepreneurial Background: Before Ancient Nutrition, Rubin founded Garden of Life, another major supplement brand that was later acquired by Nestlé. His experience building and scaling a successful wellness brand was crucial for Ancient Nutrition's rapid growth.
- Commitment to Regeneration: Rubin's passion extends to regenerative agriculture. He is directly involved in farming operations at Heal the Planet Farms, which supplies many of the ingredients for Ancient Nutrition's products.
Dr. Josh Axe
Dr. Josh Axe is a certified doctor of natural medicine, doctor of chiropractic, and clinical nutritionist who is widely known for his popular health website, DrAxe.com.
- Media Presence: DrAxe.com became one of the top natural health websites in the world, amassing millions of monthly visitors and establishing Dr. Axe as a leading health influencer.
- Author and Educator: He is a bestselling author of numerous books, including KETO DIET and Ancient Remedies, which showcase his philosophy of using nutrition and natural medicine to support health.
- Shared Vision: Dr. Axe's media platform and clinical expertise perfectly complemented Rubin's product development and business acumen, allowing the duo to reach a massive audience with their message.
The Birth of Ancient Nutrition in 2016
Rubin and Dr. Axe officially launched Ancient Nutrition in 2016. Their initial breakthrough came with the introduction of the first-ever Bone Broth Protein powder, a product that delivered the benefits of traditional bone broth in a convenient, modern form. This product's success propelled the company into the natural products spotlight, attracting significant investor interest.
Key milestones since the company's inception include:
- 2018: The company secured $103 million in funding from over 100 investors, fueling its expansion and cementing its position in the supplement market.
- 2019: The leadership team expanded with the appointment of Greg Shearson as CEO, allowing Rubin and Dr. Axe to focus on their founding roles and vision for the company.
- 2022: Ancient Nutrition partnered with the Rodale Institute, a leading organization in regenerative agriculture, to further its commitment to sustainable farming practices.
- 2025: The company was acquired by Wellful, a wellness company with a growing portfolio of health brands, strengthening Ancient Nutrition's market presence.
A Comparative Look: Traditional Supplements vs. Ancient Nutrition
This table highlights the differences between the traditional supplement market and Ancient Nutrition's approach:
| Feature | Traditional Supplements | Ancient Nutrition's Approach |
|---|---|---|
| Ingredient Sourcing | Often relies on conventional farming, synthetic ingredients, and isolated nutrients. | Focuses on whole-food sources, superfoods, and ingredients from regenerative organic certified farms. |
| Philosophy | Aims to fill specific nutritional gaps with synthesized or mass-produced ingredients. | Merges modern science with ancient nutritional wisdom and holistic health practices. |
| Product Basis | Can feature a wide range of vitamins, minerals, and other compounds. | Pioneered bone broth protein and emphasizes collagen, probiotics, and greens. |
| Environmental Impact | Can have a higher environmental footprint due to industrial farming and processing. | Dedicates 1% of revenue to regenerative agriculture and sustainable farming practices to heal the planet. |
| Marketing Focus | Often relies on scientific claims and targeted health benefits. | Emphasizes transparency, integrity, and the connection between human health and the planet's health. |
The Founders' Vision Beyond Supplements
While the company is known for its product line, the founders' vision extends well beyond supplements. Their collective efforts focus on a holistic approach to health that includes both personal wellness and planetary health. This is most evident in their robust initiatives centered around regenerative agriculture.
Regenerative Agriculture and the R.A.N.C.H. Project
A cornerstone of the founders' philosophy is their dedication to regenerative agriculture. This commitment is formalized through their R.A.N.C.H. (Regenerative Agriculture, Nutrition, Climate Health) Project, which receives 1% of the company's annual revenue. The project aims to reduce greenhouse gasses and improve soil health through sustainable farming methods. These methods include no-till farming, animal rotation, and cover cropping.
- Farming Operations: The company directly owns and operates thousands of acres of Regenerative Organic Certified® farmland across Tennessee and Missouri.
- Ethical Sourcing: This direct involvement allows Ancient Nutrition to ensure the quality and purity of many of its ingredients, from herbs to dairy, while supporting ethical and sustainable practices.
Conclusion: The Legacy of the Founders
The question, "who is the founder of Ancient Nutrition?" has a two-part answer: Jordan Rubin and Dr. Josh Axe. Their combined experience, personal health journeys, and shared vision created a company that stands out in the crowded wellness market. By prioritizing whole foods, ancient traditions, and regenerative agriculture, they have built more than a supplement company—they have fostered a movement focused on healing both the body and the planet. Their legacy is one of innovation and integrity, shaping the industry by proving that a business can be both profitable and purpose-driven. The founders' initial dedication to quality and transparency continues to be a defining characteristic of the Ancient Nutrition brand, even after its acquisition by Wellful in 2025.
