2017
The Conception
I started snowboarding at age 14 and made a career out of it for 10 years (22-32). Over this time, I pushed my body to its limits, needing serious help to recover. I found myself in and out of doctors' offices, relying on pain relief and anti -inflammatories, but soon began to question what I could do to fuel my body and mind for long-term health and healing.
During this time I was reminded of the power of bone broth, but also its time-consuming preparation. That's when Mitchells Nutrition was born—repackaging this traditional food as medicine into a clean, convenient form for modern life.
2018
The Homemade Goods
Established in 2018, Mitchells began in my garage. To put it straight, there was no strategy. Coming from a construction background I had no previous product business experience. I knew I had a good product and with the mentality of ‘build it and they will come’, I learnt very fast that this is not a strategy and does not work. It was very much a side project as I continued to work in construction.
2019
Getting The Word Out
Before social media was the marketing machine it is today, in 2019 we got the word out about Mitchells elsewhere. We made our mark by hitting the food show circuit in Tauranga and Auckland.
Our first wholesalers were local Tauranga stores, who played a huge role in getting us started—we still stock all of them today. From there, we built more wholesale connections, with Instagram becoming our main point of contact in the early days. But the most powerful marketing of all? Word of mouth. When you have a great product, people talk.
2020
The Mitchells HQ
By 2020, I reached a crossroads, it was time to go all in or walk away. Just like with my snowboarding career, I chose to go all in—because I’m no quitter. Mitchells was growing, and I moved from working in my garage with orders dispatched from a 3PL to what is now Mitchells HQ.
2021
The First Of It’s Kind
In 2021, we launched Bone Broth Protein Powder—the first of its kind in New Zealand. Since then, Chocolate has remained our best-seller. Driven by customer requests and inspiration, we’ve expanded the range to five flavours—with more to come!
2022
A Little Help From Our Friends
We teamed up with local business Pepper & Me for a product collaboration featuring one of their hero products, Man Grind. It added a whole new depth of flavour to our traditional sipping bone broth! It was super fun getting in the kitchen with Cherie and creating some recipe content together.
By the end of 2022, we expanded further with our Botanical Tea Blends, Digest Soothe and Digest Well. Formulated by our in-house naturopath, these teas were a natural next step in supporting gut health and digestion.
2024
New Members
2024 was a huge year for growth in the Mitchells Nutrition range. Staying true to our sustainable, nose-to-tail, whole-food approach to nutrition, we added the following to our Mitchells family:
In February we launched our Organ Supplement Range, designed to harness nature’s nutrient density in a simple, functional way. A nose-to-tail approach that supports health, honours the animal, and promotes sustainability by reducing waste. The feedback has been incredible, with customer results sparking regular in-house celebrations.
Next came Protein SPORT—born from our best-selling Bone Broth Protein and supercharged with functional mushrooms. Lion’s Mane and Cordyceps fuel brain function, performance, and recovery.
Then finally, Beef Tallow—the rightful return of a classic. A nutrient-dense, all-natural cooking oil, and a byproduct of our bone broth process, reducing waste and making the most of the whole animal. Tallow spuds are now a staple in my kitchen.
"New product development takes time. From sourcing the best ingredients to independent testing, formulation, and re-formulation based on feedback from our community and team. It would be much easier to launch products faster if we didn’t actually care about whether they truly help people...but that’s never been our way." - Rob Mitchell
2025
Greens The Word
Our latest launch, Daily Greens, hit the shelves in February 2025! Fermentation is about as traditional as it gets—this organic, fermented superfood powder boosts nutrient availability while delivering natural enzymes, probiotics, and postbiotics to support gut health.
We also expanded into the unit next door this year, and it’s already filling up fast!
2026
Loading...
With a growing community of loyal customers and steady growth over the years, it’s been amazing to welcome new members to the Mitchells team. Everyone brings a unique skill set, and together, we make it all happen. As the founder, it’s also been great to juggle a little less and focus more on what’s ahead.
I want to take a moment to thank everyone who has been part of Mitchells over the last seven years, our team, wholesale partners, customers, ambassadors, and every brand and event space we’ve collaborated with. This journey wouldn’t be possible without you.
We’re just getting started... cheers to 7 years!