The Power of Tradition
From the snow-capped mountains of his professional snowboarding days to the bustling production lines of his nutrition company, Rob Mitchell’s journey is a testament to a deep belief in the power of traditional foods.

‘It all started with a family recipe for bone broth … a few iterations later with a modern twist, and that’s where we started.’ Rob Mitchell reflects on his flagship product, Bone Broth.
Rob Mitchell’s path to entrepreneurship began in his twenties, when a serious snowboarding injury forced him to rethink his approach to recovery. ‘I was searching for more natural, holistic ways to help my body heal,’ Rob recalls. Drawing on a family recipe, he began making bone broth from scratch, discovering first-hand its remarkable benefits for healing and recovery. ‘Bone broth has all of the collagen and all the proteins your body is looking for to heal itself,’ he explains. ‘What you put into your body is the fuel to get it performing, or back to performing at the highest levels.’
‘I was searching for more natural, holistic ways to help my body heal.’
The success of his own recovery sparked an idea: how could he make this nourishing food more convenient, without sacrificing its integrity? A question that became the foundation of his business, Mitchells Nutrition, in 2020.
Rob’s vision was clear – to create products that deliver the healing properties of traditional foods in a modern, accessible form. Working with formulation experts and nutritionists, he developed a range of products that honour the wisdom of the past while embracing the needs of today’s consumers and maintaining quality.
Wanting to utilise what we have on our back doorstep, he has collaborated with local abattoirs and meat processors to deliver the benefits of the whole animal. ‘We have great produce here in New Zealand – grass-fed, grass-finished beef that is free from antibiotics and hormones, it is all there. We take the raw materials that are packed with natural collagen and proteins, and deliver it in a way that is useable to families and individuals.’
The company’s flagship products – bone broth powders, protein powders, and freeze-dried organ supplements – are designed to support holistic health, and be seamlessly integrated into daily consumption.

A time-honoured cooking fat, beef tallow is a versatile, nutrient-rich replacement for butter, lard or vegetable oil, adding depth of flavour and crispness while being a natural source of fat-soluble vitamins.
Bone broth is celebrated for its soothing effects on the stomach, its role in joint and tissue repair, and its ability to support gut health. ‘Our traditional sipping bone broth is great as a hot drink but can also be added into your favourite recipes as a stock to add depth of flavour,’ explains Rob. ‘It is a traditional way of getting all the nutrition from ingredients into your body, including a complete amino acid profile and an abundance of collagen.
‘As we see people turn away from synthetic-made vitamins back to natural whole foods, organ supplements, such as beef heart and liver capsules, are a great alternative as organ meats are packed with essential vitamins and minerals to support everything from overall energy, bone and heart health, hormonal balance, and the list goes on.’
Rob believes that the shift towards holistic eating is more than a trend, it is a return to the practices of previous generations who valued whole, minimally processed foods. ‘It’s just switching back to how it used to be,’ he says. ‘And I’m here for it.’