LivWell Nutrition – One Part Protein, Two Parts Trust.

LivWell Nutrition – One Part Protein, Two Parts Trust.

Three years ago, Joshua Gimble was in his apartment in Philly, surrounded by bowls, scales, and whisks.

He had a list—of nutritional points he wanted to hit.

He had the ingredients—which he’d carefully scoured online.

He had a motivation: Lab results had just come back. The protein powder he’d been adding to his smoothies showed traces of lead and the toxin hexane, which (if you need to know more) is a byproduct of gasoline production.

So much for trying to be healthy.

Except Joshua isn’t like the average consumer—in that he’s of the mind to send on-the-market protein powder off to a lab. He’s not someone who passively follows health trends. He isn’t a ‘health nut’ either. He’s a guy who cares about the products he puts in his body. He’s a guy who wants to know for himself.

The experiment was on. Joshua the senior marketing manager (not a food scientist) committed to a trial-and-error method. He took market powders he trusted and reverse engineered them. Eventually, he mastered the concentration levels of his powder. What’s harder: He made it taste good.

And it did taste good—according to the people he met at wellness festivals and fitness festivals and vegan festivals. His side project received resounding affirmation. He saw the potential for a scalable business and joined forces with his sister Marissa, a photographer and content specialist here in Winston-Salem. They took ‘LivWell Nutrition’ to where it is today: An eco-friendly company that ships artisan cold-crafted protein worldwide.

Protein Powder: It’s Not What You Think.

Now forget about what you know about protein powder.

Particularly if you’re imagining a product just for gym rats.

LivWell’s consumers form an interesting cross section: some committed vegans, some conscious new moms, and lots of average smoothie-lovers. (The LivWell instagram is choc-full of recipes. Pancakes. Bliss balls. Homemade bars. Today it’s ‘Coconut Cashew Chocolate Chip Banana Bread Baked Oats,’ made with LivWell’s coconut protein powder.)

But what is protein powder, exactly? And why do all these people use it?

Joshua explains, using pea protein:

There are three key parts to a well-rounded meal: carbs, fats, and protein. If you’re going to make a smoothie for breakfast, you’d select your fruits and veggies (good carbs). You’d do even better idea to add fats—an avocado or a nut butter. All you’d be missing is protein, which is slightly harder to grab off the counter and throw into a blender. To get the recommended amount (without, say, pureeing chicken), protein is best incorporated in its concentrated form. Hence, powder.

Any protein powder on the market is, in fact, made from actual peas. The ‘wheat’ of healthy protein powders gets separated from the toxin-exposed ‘chaff’ in the choice of what happens next: Use chemicals to break down and separate the protein (cheaper, faster, more common) or cold-press (more expensive, slower, less common). LivWell chooses the latter option—the one that doesn’t change the nutritional value of the proteins in the process.

An additional note on protein powder as a food choice:

Joshua is clear that LivWell is not a supplement. It’s never meant as a meal replacement; it’s for meal fulfillment. For people who are busy, active, and want to feel good—but can only manage a quick blender breakfast or lunch before heading back out the door—protein powder is a go-to, valuable product. As Joshua says, “It’s hard to think of another well-rounded meal you can make in 10 minutes.”

Food of the Future

Joshua and Marissa are all about staying at the health foods forefront.

As New Ventures comes to a close, they’re scouting out ideal warehouse locations in the Winston-Salem area—which Joshua was first drawn to for both the operations opportunities (lower costs here) and the supportive system of entrepreneurs. (“They’re more focused on the vision, more than just the individual products here.”)

What does ‘the forefront’ look like for health foods, specifically?

Healthy ‘quick consumption’ used to be a contradiction. With products like LivWell’s, health- and eco-conscious consumers don’t have to compromise their values to get fast food. “We want to help make those decisions for people easier, while providing them with only amazing quality products,” Joshua says.

Meanwhile, LivWell is well aware: The way we live our lives is changing—from how we do our retail shopping to how we select and prepare food. Joshua has his mind on innovative future products that continue to enhance ease without sacrificing nutritional value.

But there’s an even more pressing matter for LivWell—a hope for the brand that harkens back to Joshua with his lab results, wielding scales and whisks.

People want to be healthy. But in the torrent of contradictory information and never-ending rise and fall of trends, what they need is someone to trust.

That’s who LivWell intends to be, whether it’s customizing your order to reflect seasonal flavors or tucking some educational literature into the package, too.

“We want to provide transparency so they don’t have to wonder,” Joshua says.

“We want to be the brand for that.”


To learn more about LivWell Nutrition, visit And follow along on Instagram: @livwell_nutrition.