#BehindTheBiz | Vitality Brands - WellNaturally

The history of Vitality

Managing Director, James Wright, founded Vitality Brands over 12 years ago. At the time, James was a self-professed “corporate road warrior”, tied to a job that kept him travelling internationally from Sunday night to Saturday morning for 7 years.

He was Asia Pacific regional president for a billion dollar, multi-national food company, but his career was taking its toll: on his health, his relationships and his sanity.

Finally, James decided enough was enough. Sitting on a plane one Sunday night, ready to take off for Japan for the third time that month, he decided then and there to quit his high profile job, take a year off and consider his options.

It was during this time of personal reflection that James founded Vitality Brands Worldwide. He wrote the following mission statement on a piece of paper and swore to let it define what Vitality would be from that day forth:

“Vitality Brands Worldwide will be a privately owned, Australian-owned company dedicated to developing wellness products that help people feel healthier and happier, thereby influencing their lives in a positive way”.

While this was happening, James’ close friend and corporate financier Richard Meyrick suffered a near-fatal heart attack, at just 38. Clearly, he had no choice but to prioritise his health and wellness.

A year later, having recovered, Richard decided to join James on the Vitality journey.

In the beginning, and as it is today, “helping people live healthier, happier lives” has been achieved through the sales of the Vitality Brands branded products. These include:

• Well Naturally No Sugar Added, naturally-sweetened snack foods
• Cancer Council sunscreen and cosmetics
• Evodia Australian-made body care products

These better-for-you products make it easier for consumers to be “healthier and happier”, and in this way, Vitality Brands are able to “influence their lives in a positive way”. 

Our team

Vitality Brands Worldwide is a passionate team of over 60 like-minded individuals and growing. The team includes experienced professionals in the fields of skincare, nutrition, marketing, sales, innovation, finance, logistics, IT and analytics.

• A proudly Australian-owned and operated company, Vitality have a strong sense of equality – employing team members from various multicultural backgrounds.
• Vitality encourages work/life balance, in the belief that wellness comes from balancing one’s time between work, family and friends, and personal commitments.
• Vitality has a strong culture of wellness – encouraging nutritious eating and an active lifestyle.
• Vitality offers an education program open to all team members – fostering individual skills and talents for job satisfaction and higher performance.
• Team members are rewarded for their hard work with company social events, recognition of birthdays and anniversaries.

Giving back

In the beginning, and as it is today, “helping people live healthier, happier lives” has been achieved through the sales of Vitality Brands Worldwide branded products.

These better-for-you products make it easier for consumers to be “healthier and happier”, and in this way, Vitality Brands are able to “influence their lives in a positive way”.

Over time, however, Vitality have learned that sales of their products have enabled them to help influence lives in different ways.

By taking profits from their sales and giving them to those living not so healthy lives, Vitality has found they can still make a positive impact.

• Vitality pay royalties to Cancer Council for research, education and patient services. Each Cancer Council product sold helps fund this vital work.

• Take A Break from MND is a program instigated by Vitality Brands. It provides funds to help those living with MND and their families live happier, healthier lives – affording these people something they personally consider important to their wellbeing.