Founder & CEO
John W. Roulac is the founder and CEO of Nutiva and a co-founder of GMO Inside. A leading entrepreneur of the organic food movement, John has made it his life mission to revolutionize the way the world eats. In keeping with this mission, Nutiva has brought into the public awareness such organic superfoods as coconut, hemp, chia, and red palm oil.
John is also a philanthropic entrepreneur, having founded five nonprofit ecological groups—including the Nutiva Nourish Foundation. Nutiva donates 1 percent of sales in part through sponsorship and foundation grants to support sustainable agriculture and environmental programs. To date, Nutiva and the Foundation have donated $3 million with a goal of $20 million by 2020.
John started Nutiva in 1999 out of a strongly held intention to challenge the industrial food model and create ways to truly nourish people, communities, and our planet. Through his leadership, Nutiva has become one of the fastest-growing superfoods companies in the world, with an average annual growth rate, since 2004, of 61 percent. For six years in a row it has been named one of Inc. Magazine’s fastest- growing private companies in America. Under John’s leadership, Nutiva’s sales were $18 million in 2011, $38 million in 2012, and $66 million in 2013.
As an advocate of industrial hemp, Nutiva successfully sued the US Drug Enforcement Administration in 2002, paving the way for hemp foods to be sold in the United States. He is a longtime supporter of hemp agriculture, organic farming, GMO labeling, and healthful foods for all. GMO Inside’s most recent accomplishment was convincing General Mills to remove GMOs from Original Cheerios. The group is now focusing its efforts on Starbucks, asking them to stop using milk from cows fed GMO grains.
John serves as an informed and dynamic keynote speaker on many topics, including sustainability, trends in the organic food industry, creating a purpose-driven company, carbon farming and climate change, and the adverse impacts of genetically engineered foods.