What Food Matters does

Food Matters is an Australian wellness education company founded in 2008 by James Colquhoun and Laurentine ten Bosch, headquartered in Mooloolaba, Queensland. The company operates a digital wellness platform anchored by an internationally accredited Nutrition Certification Course, a portfolio of shorter guided health programs (21-Day Hormone & Stress Reset, Food As Medicine, Clean Eating, Juice Detox, Total Transformation Package), a documentary film library (Food Matters, Hungry for Change, Transcendence 1&2, Love Over Money), a weekly podcast, a recipe library, a cookbook, and a small e-commerce shop for juicers. Distribution runs through the DTC website, Gaia streaming, Amazon Prime Video, Vimeo On Demand, and book retail channels.

The core technology is a self-serve online course delivery platform with module-based video/audio content, quizzes, lifetime access, and multi-channel student support (live chat, email, WhatsApp, Facebook community). Curriculum draws on 50+ expert contributors and is delivered in a 10-module structure that graduates can complete in approximately 12 weeks. The business model is predominantly B2C with multiple revenue streams: the flagship certification at $3,990 (one-time) or $439/month for 10 months; shorter programs sold as one-time purchases; documentary films at $7.99-$24.99 for lifetime streaming; cookbook and juicer e-commerce; and a 30%-commission affiliate program that drives the majority of mid-funnel acquisition. The customer base is global (accredited in 35+ countries via IICT, IARC, and NBHWC), with primary segments being aspiring and existing health coaches, health-conscious individuals, wellness entrepreneurs, and allied health professionals. The company is bootstrapped, founder-owned, and operates with a small team (11-50 employees) under Food Matters International Pty Ltd with a wholly-owned education subsidiary, Food Matters Institute Ltd.

Name

Food Matters

Legal name

Food Matters International Pty Ltd

Website

https://foodmatters.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Food Matters is an Australian wellness education company offering an internationally accredited Nutrition Certification Course, guided health programs, and documentary films, primarily serving aspiring health coaches and health-conscious individuals across 35+ countries.

Ownership category

akta.pro rank

Product category

Online Wellness Education

NAICS

Diet and Weight Reducing Centers (812191)

akta.pro primary industry

Nutrition & Diet Education (Meal Planning, Macros, Healthy Cooking) (EDAAAHAA)

akta.pro secondary industries

Chronic Condition Lifestyle Education (Diabetes, Heart Health, Pain Management) (EDAAAHAJ), General Nutrition Coaching (HSADAFAA)

Keywords

• Nutrition certification
• Wellness education
• Holistic health courses
• Online health programs
• Documentary health films

Headquarters

HQ city

Mooloolaba

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Others

Revenue model

1. Nutrition Certification Course: Flagship 10-module online certification program offered at $3,990 one-time payment or $439/month for 10 months. Provides lifetime access to course content, bonuses, and future updates. Includes over $6,900 in exclusive bonuses.
2. Guided Health Programs: Shorter programs including 21-Day Hormone & Stress Reset Program, Food As Medicine Program, Clean Eating Program, Juice Detox Program, and Total Transformation Package.
3. Affiliate Commission: 30% commission payout to affiliates for each student enrollment in the Nutrition Certification Course via their referral link.
4. Documentary Films: Documentary films including Food Matters, Hungry for Change, Transcendence 1 & 2, and Love Over Money available for streaming purchase ($7.99-$24.99 lifetime access).
5. E-commerce Shop: Online store selling physical products including the Food Matters Cookbook and juicer products shipped from partner facilities.
6. Annual Wellness Summit Events: Free virtual events like the Total Wellness Summit (March 2025) used for brand building and customer acquisition.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels9 records

Core offering

Food Matters sells an internationally accredited 10-module online Nutrition Certification Course, supported by a suite of guided wellness programs (21-Day Hormone & Stress Reset, Food As Medicine, Clean Eating, Juice Detox, Gluten-Free Challenge, Total Transformation Package) and a Wellness Business Course. The company also produces and distributes documentary films (Food Matters, Hungry for Change, Transcendence 1 & 2, Love Over Money), a wellness podcast, a cookbook, and a recipe library, delivering holistic nutrition education to individual consumers and aspiring health coaches globally.

Product overview

Food Matters is a wellness education company offering a multi-product platform centered on nutrition, health, and transformation. The core offerings include an internationally accredited Nutrition Certification Course, multiple guided health programs (21-Day Hormone Reset, Clean Eating, Juice Detox, Gluten-Free Challenge), wellness business training, and a collection of documentary films (Food Matters, Hungry for Change, Transcendence 1 & 2, Love Over Money). The company also operates a podcast, publishes a cookbook, and maintains a recipe library. Products are distributed through affiliated platforms including Food Matters Institute, Wellcademy, and partnerships with Gaia streaming. The ecosystem is designed to take users from personal health improvement through certification and into business creation in the wellness space.

Differentiator

Problem solved

Functional benefit

Brands

• Food Matters Institute: Online nutrition certification and wellness education platform offering accredited courses including the Nutrition Certification Course, Food as Medicine Program, and Wellness Business Course through Wellcademy
• Food Matters Podcast
• 21-Day Hormone & Stress Reset Program
• Clean Eating Program
• Juice Detox Program
• Total Wellness Summit
• Get Off The Gluten Challenge
• Food Matters Cookbook
• Food Matters Films

Products and services

• Nutrition Certification Course 10-module online certification program teaching holistic nutrition, healing, and wellness, with curriculum covering dietary theory, gut health, hormones, detoxification, chronic disease, and plant-based medicine from 50+ world-class expert teachers. Graduates earn an internationally accredited certificate qualifying them for membership and insurance through IICT for practice in 35+ countries.
• 21-Day Hormone & Stress Reset Program 21-day guided program using 9 hormone principles to calm cortisol, end cravings, and restore hormonal balance through nutrition and lifestyle, without dietary restriction.
• Food As Medicine Program 5-module online course teaching the principles of whole food nutrition, meal planning, and using food for healing and disease prevention, averaging 4-6 weeks of self-paced study.
• Wellness Business Course 10-week course via the Wellcademy platform teaching skills to create and grow an online wellness business, including customer attraction and financial freedom strategies, serving aspiring wellness entrepreneurs.
• Clean Eating Program Wholefood-based program with 21-day meal plans, shopping lists, and recipes (winter, summer, classic, vegetarian and vegan options) to help individuals transition to a healthier lifestyle.
• Juice Detox Program 7-day guided juice detox program designed to support weight loss, increase energy, and reboot the body from the inside out, with meal plans, shopping lists, and daily guided meditations.
• Total Transformation Package Comprehensive wellness bundle featuring 8 days of expert interviews, wellness classes, cliffs notes, and transcripts from the Food Matters Total Wellness Summit, designed for stress reduction, sleep improvement, hormone balancing, and sustainable weight loss.
• Get Off The Gluten Challenge Free 21-day guided gluten-free challenge with daily recipes, health tips, and a private Facebook group to help participants eliminate gluten, improve digestion, and upgrade eating habits.
• Food Matters Podcast Weekly wellness podcast featuring expert interviews on evidence-based health insights covering gut health, hormones, and wellness trends, hosted by co-founder Laurentine ten Bosch.
• Food Matters Documentary Film Award-winning documentary film exposing the trillion-dollar sickness industry and presenting scientifically verifiable solutions for overcoming illness naturally through nutrition and lifestyle changes; available for lifetime streaming access.
• Hungry For Change Film Documentary film exposing deceptive strategies in the diet and food industries, revealing how viewers can escape diet traps and achieve health goals; available for lifetime streaming access.
• Transcendence Season 1 5-episode docu-series exploring physical, emotional, and mental health, featuring interviews with 26 world-renowned experts including Novak Djokovic, Jim Kwik, and Mark Hyman; available for lifetime streaming access.
• Transcendence Season 2 Second season of the Transcendence docu-series focusing on breaking destructive habits, negative beliefs, and past conditioning with experts in mind-body science and emotional healing.
• Love Over Money Film Documentary film featuring John Robbins' story of walking away from the Baskin-Robbins empire to pursue a mission for healthier, sustainable food choices; available for lifetime streaming on Food Matters, Amazon Prime, and Vimeo On Demand.
• Food Matters Cookbook Physical cookbook featuring gluten-free, dairy-free recipes built on the 10 key Food Matters nutrition principles, with access to a free Recipe eBook Library and Online Cooking Masterclass; distributed via Amazon, Barnes & Noble, Booktopia, Bookshop, and Indigo.

Quantifiable outcome

• 14-day money-back guarantee demonstrates confidence in program satisfaction
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature5 records

Partnerships

Twelve partnerships are on record, tiered core, flagship and minor.

• International Institute for Complementary Therapists (IICT)coreStrategic or Co-development PartnerIICT provides accreditation for the Nutrition Certification Course, enabling graduates to qualify for membership and insurance under the Nutrition Consultant modality for practice in 35+ countries including USA, Australia, Canada, and UK.
• International Approval and Registration Centre (IARC)coreStrategic or Co-development PartnerIARC recognizes Food Matters Institute for quality excellence in education, providing international credibility to the certification program.
• National Board for Health and Wellness Coaching (NBHWC)coreStrategic or Co-development PartnerNBHWC has approved the Food Matters Nutrition Certification Course as a health & wellness coach training program [CEA-000477-1] for continuing education credits.
• GaiaflagshipChannel Partner/ Reseller/ DistributorGaia (merged with FMTV) hosts streaming access to Food Matters documentary films. James Colquhoun serves as active board member of Gaia. Gaia is the world's largest transformational streaming channel.
• Amazon Prime VideominorChannel Partner/ Reseller/ DistributorLove Over Money film available for streaming on Amazon Prime Video platform.
• Vimeo On DemandminorChannel Partner/ Reseller/ DistributorLove Over Money available for rental/purchase through Vimeo On Demand.
• The Gabriel Method (Jon Gabriel)minorGTM or Marketing PartnerJon Gabriel, author of The Gabriel Method, promotes Food Matters events to his audience. Reported EPC of over $3 per click.
• Hay HouseminorGTM or Marketing PartnerHay House, led by Reid Tracy, has promoted Food Matters events. Earned over $31,000 in commission and prize money from one promotion.
• Goodness Lover (Sarah Otto)minorGTM or Marketing PartnerGoodness Lover promotes Food Matters Institute programs to their wellness-focused audience, citing alignment of values around quality education.
• Awakened Collective & The Human Longevity Project (Jason Prall)minorGTM or Marketing PartnerJason Prall and his Awakened Collective and Human Longevity Project promote Food Matters events, achieving $2.61 EPC on first promotion.
• The Art of Anti-AgingminorGTM or Marketing PartnerWellness organization promoting Food Matters events to their audience of health-conscious consumers.
• Food Revolution Network (John Robbins & Ocean Robbins)minorStrategic or Co-development PartnerFeatured expert in Love Over Money film. John Robbins co-founded Food Revolution Network and authored 9 best-selling books. Ocean Robbins co-hosts annual Food Revolution Summit.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• MindBodyGreen: MindBodyGreen is a wellness media and education platform that combines editorial content, courses, and community in a similar content-to-certification funnel. It is comparable as a content-driven wellness education brand that increasingly overlaps with Food Matters' audience and educational offerings.
• Nutritious Life: Nutritious Life, founded by Keri Glassman, offers online nutrition education programs and a certification track aimed at health enthusiasts and aspiring nutritionists. It targets a closely overlapping audience of health-conscious consumers and emerging nutrition coaches.
• Wellness Mama: Wellness Mama is a content-led wellness brand offering recipes, articles, and educational programs for health-conscious families. It overlaps with Food Matters' blog, recipe, and free-program top-of-funnel strategy targeting the same health-conscious persona.

Others

• Dr. Mark Hyman / The UltraWellness Center: Dr. Mark Hyman's platforms offer functional medicine education, books, and programs heavily overlapping with Food Matters' curriculum themes (gut health, hormones, inflammation). Both share expert audiences and a 'food as medicine' philosophy, making Hyman a thematically adjacent — and a recurring contributor — peer.
• Gaia: Gaia is the world's largest transformational streaming platform and a distribution partner for Food Matters' documentary films. It is comparable as a complementary wellness media ecosystem and as a strategic distribution ally where co-founder James Colquhoun holds a board seat.

Direct peers

• Precision Nutrition: Precision Nutrition offers premium online nutrition coaching certifications (L1 and L2) widely used by personal trainers and health professionals. It directly competes with Food Matters in the certification-for-aspiring-coaches category with a comparable premium pricing model and global reach.
• Wellcoaches: Wellcoaches provides NBHWC-aligned health and wellness coach certification and continuing education. It is a direct comparable given Food Matters' NBHWC approval and shared focus on certifying coaches who blend nutrition and lifestyle coaching.
• Institute for Integrative Nutrition: IIN is one of the largest nutrition health coach certification programs globally, with a self-paced online curriculum, global graduate community, and recurring live lecture series. It is the closest direct competitor to Food Matters' flagship Nutrition Certification Course in target student, price band, and 'food as medicine' positioning.
• American Fitness Professionals & Associates (AFPA): AFPA offers a range of fitness and holistic nutrition coach certifications delivered online to a similar aspiring-wellness-professional audience. It is comparable as a multi-program certification provider competing for the same SMB/freelance health coach cohort.

Broad incumbents

• National Academy of Sports Medicine (NASM): NASM is a large, established fitness and wellness certification body offering nutrition, personal training, and wellness coaching credentials. It overlaps with Food Matters on the nutrition coaching certification axis but operates at much broader scale and across multiple adjacent verticals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/foodmatters
• Facebookfacebook.com/foodmatters
• LinkedInlinkedin.com/company/food-matters-permacology-productions-pty-ltd-
• Instagraminstagram.com/foodmatters
• Xx.com/foodmattersfilm

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Food Matters