My husband JJ and I founded Clean Simple Eats over a decade ago with the intention of helping others feel their best by fueling their bodies with delicious, protein-packed, whole-food ingredients. We didn’t plan on starting a wellness revolution, but here we are.
Let me take you back to where it all started. We were young parents working long hours with busy schedules and a growing family. Following the birth of our third child, I was struggling with postpartum depression. We were living off of freezer food and cereal and not making much time for our own wellness. We were in survival mode. We knew that a radical change was needed, so we threw out the packaged food and started swapping in fresh, clean ingredients.
I realized it was more important than ever to prioritize my own health so that I could take care of my family and be my best self. I started to feel healthier as I put better foods in my body and started strength training, which made me feel more confident. I quickly realized that I could have a positive impact on others who were going through similar experiences with the same simple tools I had used. At the time, I didn’t realize this would impact people far beyond our close circle of family and friends.
Leading a wellness revolution
With my newfound passion, I decided to get certified as a health and wellness coach and began working with clients in person. Simultaneously, I experimented with healthier ingredients in my own kitchen, cooked for my family and shared the recipes on Instagram. I then compiled delicious, protein-packed recipes into easy-to-use seasonal meal plans that my clients could use to achieve great results that would last a lifetime. We decided to launch these same meal plans along with a health and fitness challenge to our online community. These quickly became a hit, and the transformational stories started rolling in.
Our presence on social media showcased a clean-eating lifestyle and was growing rapidly, which caused our Clean Simple Eats meal plans and challenges to catch fire. Everyone loved what we were building, but it didn’t come without a sacrifice. JJ and I operated like “ships passing in the night” for two years as working parents with three young children. JJ worked his day job, and I built the Clean Simple Eats empire by night.
The brand began to take off, and that’s when we realized it was going to be more than just a side hustle. We were determined to grow our community and help as many people as we could on their journey to better health. JJ officially joined the team full-time in 2016 to support operations, develop fitness programs and manage the finances. He was very instrumental in Clean Simple Eats entering the supplement space in 2018 and formulating all of the incredible products you see on the market today. He is the business mind, science geek and strategic thinker. I am the brand visionary, community builder and creative thinker.
One of our favorite parts of running a business together has always been new product innovation. There’s something very special about watching an idea turn into a tangible product sold on store shelves!
From debt to success
We are proud to say that alongside our team, we have built something bigger and more impactful than we could have ever dreamt possible. This journey has forced us to step out of our comfort zone.
We went from $30K in personal debt to running a multi-million dollar company. For the first few years, we sold only digital meal plans. We were able to pay off all our debt with the money we brought in. Once our debt was paid, we put all of the profits back into the business without taking a set salary. By the time we launched our first protein powders in 2018, the company had enough cash flow to make prepayments on our first-ever manufactured goods.
Clean Simple Eats grew exponentially from a healthy meal planning program into an award-winning wellness brand nationally known for having a wide range of protein powders, greens mixes, collagen powders, flavored nut butters, and our latest innovation — clear protein drinks — available nationwide. In our products, we only use clean, natural, quality-sourced ingredients and never use artificial sweeteners, flavors, colors or added sugars. From day one, we have always believed in setting superior standards. We take pride in offering some of the cleanest products on the market that taste amazing.
We’re proud to have nearly 50 employees and have almost doubled in size each year, with no signs of slowing down. Working side by side with my husband has been a riveting journey. We work great as a team, lead where our strengths are, and support each other 100 percent as we navigate the growth of the business together. We encourage autonomy company-wide and trust that our employees are the best at what they do. They are trailblazers driven by passion and creativity, willing to do the work in the daily trenches. When given the tools they need, we have seen that they surpass expectations and put out incredible work.
As the CEO, I am challenged every day. I have my hands in a little bit of everything — from recipe creation and design to social media, product development and business strategy. Running a successful business is all about having a great team both at work and at home. My biggest motivation for leading a health and wellness brand, despite the hurdles and competition, is my family. Navigating the working mom world as CEO has been difficult to balance at times, but it’s been a truly incredible experience that I wouldn’t trade for the world.
Retail breakthroughs and new products
Over the last decade, the majority of our revenue has come through e-commerce on our own website, but this past year, our retail presence has skyrocketed! In October 2023, we were able to land our products in 700 Vitamin Shoppes nationwide, thanks to our very strategic and persistent team that pursued this partnership for years. This expansion has been a huge win for our brand.
In September 2022, we decided to take a risk and expand our product offerings. We set a goal to launch a ready-to-drink protein in a can made with only clean ingredients. We couldn’t wait to bring this new concept to market, but it was a challenge to find the right manufacturing partner and product team.
In the summer of 2023, we hired a killer team made up of experts in formulation, ingredient sourcing, manufacturing relations and quality control. They connected us with the perfect manufacturing partners who helped bring Clean Simple Eats clear protein to life. Our design and marketing team beautified the packaging to really make a splash. It was a true labor of love and effort, and the entire team worked tirelessly to get the project over the finish line in time to launch at Expo West 2023, a well-known natural products trade show.
It proved to be a major success, and we are so thrilled with the final product (which sold out in only 13 hours on launch day!). We launched our clear protein drink in four mouthwatering flavors, and each one is juicy, light and refreshing. It’s unlike any other protein drink out there. We could never have done it without the hard work and expertise of our incredible team members.
At Clean Simple Eats, our goal has always been to help people elevate their lives and build healthy habits they can sustain. The best part has been watching people take control of their narrative, reach their goals and transform their lives. In a constantly evolving world, I am pleased to say we have not only kept pace with — but are also setting new standards for — the wellness industry.
A word of encouragement
We’re privileged to be based in our hometown of Salt Lake City, Utah. JJ and I both grew up, met, fell in love and got married here. We love raising our kids and growing our business in this beautiful state. We are so proud to be doing business in Utah with so many other amazing local brands and entrepreneurs who are trailblazing right alongside us.
To all other entrepreneurs out there, trust your gut and remain true to yourself. That is what others will fall in love with. Keep your blinders on, your head down and your chin up! Growing a business is extremely challenging, but if you stick with it long enough, the reward will come. Hire good people. We’ve learned along the way that your team is everything, and there is nothing better than winning together.
Follow along on social media to see what’s coming up for Clean Simple Eats. We hope the world is ready for all that’s to come from our brand!
