A Conversation with Rob Mitchell, Founder of Mitchells Nutrition

What started with a snowboard injury, an idea, and a few traditional ingredients has grown into something truly special. In celebration of Made in NZ Day, we sat down with ex-pro snowboarder and founder of Mitchells Nutrition, Rob Mitchell as he shares his story and the inspiration behind the brand.

Hi Rob, great to have you on the other end of the mic! As you know, our Mitchells community has grown significantly over the past year. We thought it was the perfect time to sit down with you for a proper introduction to both you and Mitchells. To start, can you share the inspiration behind starting Mitchells Nutrition?

I spent nearly 10 years travelling back and forth between Northern and Southern Hemisphere winters, dedicating almost all my time to pursuing my passion for the mountains and riding boards. While it was an epic experience, it put a lot of stress on my body. In the later years of my career, as my body stopped bouncing back as quickly as it did in my early 20s, I began paying more attention to healing products and ideas that were taking shape in North America. As with most trends that gain traction in the US, they often flow on to Australia and eventually New Zealand. Although I had little interest in business at the time, I would often think to myself, "One day, I’ll have an idea, and when I do, I’ll dive in 110%." Fast forward a couple years and Mitchells Nutrition bone broth was born.

"One day, I’ll have an idea, and when I do, I’ll dive in 110%."

Let’s go into that. Why was Bone Broth the first product?

Bone broth first came onto my radar when I wanted to support my body’s healing process from a serious snowboard injury using a more holistic approach. I had snapped my humerus—the second-largest bone in the body, located in the upper arm—and cracked my pelvis. I was prescribed heavy meds, which were definitely necessary for the initial trauma and pain. However, as I moved into recovery mode, I was determined to give my body all the nutrition it needed from high-quality food. This is when my bone broth-making journey began—which, I’ll admit, is extremely hard to do with one arm in a cast and sling. I had seen and tried bone broth in the USA, where it was becoming a big trend in the market. Maybe this was the idea I had been waiting for? I experienced an incredible recovery, using bone broth as the main source of my nutrition. I was back on the snow much sooner than expected by both the health professionals and myself. I continued snowboarding but couldn’t shake the idea from the back of my mind, so the R&D began.

“If I could take this time-tested traditional method of extracting all the goodness from raw materials and put it into a more convenient form, I might really have something here!”

And that’s essentially what I’ve done. This is how our original tagline (one we still use today) was born ‘Traditional Nutrition for Modern Life.’

You mention ‘Traditional Nutrition for Modern Life’, can you tell us a bit about what this means to you and the Mitchells Nutrition story and range?

This is our original tagline, its meaning centred around bringing time-tested traditional nutrition to the modern, fast-paced world. Our original bone broth recipe has been passed down for generations within the Mitchell family, and now I am putting my mark on it.

There’s a lot of noise in the nutrition space, what do you believe sets Mitchells Nutrition apart?

We are seeing a real shift in consumers seeking a more holistic approach to nutrition and returning to the foods our ancestors once consumed. Mitchells Nutrition embraces the idea that our ancestors got it right—eating the right foods and being in tune with their bodies. We’re simply making those eating habits more convenient for the modern lifestyle. I believe Mitchells is positioned very well with a product range that doesn’t cut corners on quality. We are transparent and have a strong story of origin. Every decision made in the business reflects our commitment to both people and the planet as we continue to release premium products free from unrecognisable ingredients.

The Mitchells Nutrition mission is to elevate the standard of mental and physical wellbeing of individuals so they can keep doing the things they love for as long as possible. Can you tell us a bit more about this and how it’s woven into what you do at Mitchells?

I have always liked the analogy: if you put bad fuel into a car, it will run poorly or not at all and eventually break down altogether. I truly believe that your body works in a similar way, and the best way to get the most out of life— to keep doing the things you love for as long as possible—starts with good quality nutrition.

"I really enjoy collaborating with like-minded brands on social activations. Mitchells has leveraged much bigger brands in the past using this technique to help grow and educate our audience, and now collaborating with smaller brands to help them gain traction is a great feeling."

I’m very grateful for our Ambassador crew, made up of TV personalities, sports stars, fitness coaches, and healthcare practitioners. We are proud to work closely with people who we feel are genuinely aligned with the ethos and core values of Mitchells Nutrition.

It’s also amazing to see the feedback we get from our wholesale partners, many of whom are health professionals themselves, who help spread the word about the Mitchells range to their clients and customers.

As you said, Mitchells extends its impact beyond the products themselves into content collaborations with practitioners, wellbeing projects and initiatives, and more. What do you enjoy about collaborating and connecting in these ways?

Connecting with the community has happened quite organically and is a true testament to the quality of our product range and the supporting content our team puts together. I really enjoy that this has connected us with a bunch of like-minded businesses and practitioners, enabling us to support awesome community initiatives far beyond just selling products.

What’s your favourite Mitchells Nutrition product and way of preparing it?

I really enjoy salted caramel protein powder in a smoothie with whole milk, banana, and peanut butter. This, paired with beef liver capsules, sets me up for the day. Another favourite of mine is using our traditional bone broth powder as the base for a ramen bowl or having it on its own as a sipping broth.

What do you love most about what you do and do you have any stand out moments from the year thus far?

Working with a bunch of great people and receiving genuine daily positive feedback from our customers is incredibly motivating, especially with the many challenges that come with running a business.

Launching Protein SPORT and getting it ranged in Rebel Sport has been a great achievement, but the standout moment has to be hosting two Mitchells events in support of Stefan Ozich. Stefan is currently running the length of New Zealand twice (6,000 km) via the Te Araroa trail to raise funds for the Last Chance Project. As I write this, Stefan is 50 days into his mission and almost at Bluff, where he’ll turn around and run all the way back to Cape Reinga. A feat that’s never been done before.

Please visit www.stefanozich.com to support this incredible man and his inspiring mission.

"2024 has been a big year for us, and 2025 is looking even bigger, so let's go!"

What’s ahead for you, and Mitchells Nutrition?

Continue to listen to our customers on what they want and what they love about Mitchells Nutrition. Work hard and play hard and keep doing the thing I love for as long as possible.

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A Conversation with Rob Mitchell, Founder of Mitchells Nutrition