Why the Wellness Industry Is Starting to Look Beyond Supplements and Back at Food
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Walk through any upscale grocery store today and the shift is impossible to miss. Packaging no longer focuses only on calories or protein totals. Consumers are now seeing words like regenerative, nutrient dense, traceable, grass fed, and ethically sourced placed front and center beside the nutrition label.
According to Force of Nature CEO and co-founder Robby Sansom, that change reflects a larger movement happening across wellness culture itself.
"All of a sudden new claims started showing up on the package, new brands and new stories," Sansom said. "It became less about the price and a little bit more about the values and the people behind it."
As conversations around peptides, metabolic health, recovery, and longevity continue dominating the wellness industry, Sansom believes many consumers are also beginning to question whether modern nutrition has become overly complicated. Rather than constantly chasing the next optimization trend, some are shifting their attention back toward simpler, whole foods with stronger sourcing standards.
That philosophy sits at the center of Force of Nature's "I Am A Force" campaign, which positions regenerative protein as more than just another wellness product. The brand frames food quality as something directly tied to performance, recovery, and long term health.
"The research is showing that how the animal is raised changes the nutrition," Sansom said. "Pasture finished beef has 4x more omega 3s and over 3x more vitamin E than grain finished beef, and that's just the tip of the iceberg."
"When you choose meat, you're not just choosing protein," he continued. "You're choosing the nutrient density in every bite: the compounds that help your body perform, recover, and really live."
The "I Am A Force" campaign also emphasizes regenerative agriculture's connection to both personal health and environmental sustainability, positioning food quality as something that begins long before products reach store shelves.
"What starts in the soil impacts the world," the campaign states.
Sansom also believes consumers are becoming more connected to the systems behind the food they buy, especially as trust and transparency become increasingly important in the health space.
"When you're exposed to a company like Force of Nature, you get to understand the people and the systems," Sansom said. "That authenticity and genuine human connection historically hasn't existed in food, especially meat."
For brands operating in the wellness and performance space, the future conversation may no longer revolve solely around how much protein people consume, but where that protein actually comes from.
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This story was originally published May 26, 2026 at 8:02 PM.