236: James Oliver - Navigating Nutrition Labels, Food Science & Why Atlas Bars Stand Out

James Oliver is the founder & CEO of Atlas Bar. What started as a need to fill a nutritional gap while travelling has grown to over $1 million in sales in the highly competitive protein bar market - and for good reason. Atlas Bars are made only with quality ingredients, and have all the protein you need with nothing that you don’t. 

James and I sat down to discuss the story of how he built Atlas Bar, and this really led into a discussion about the food industry at large. With more ingredients and companies and scientific breakthroughs than ever, layered on top of clever marketing, it’s really tough to know what you’re even buying. Since James runs a food product company, he understands how it all works and really breaks it down for us. 

This is eye opening, because at the end of the day we can all complain about the food system all we want, but we are in charge. You still get to choose what you purchase and what you don’t. And if you want to make a change, that’s the way to do it. James was very helpful in bringing many aspects of the “system” to light, that are certainly helpful for all your nutrition needs. 

The Atlas Bars are also great as an on-the-go protein bar and don’t have a ton of extra stuff in them. Really good bar to have in handy if you find yourself constantly low on protein (almost everyone) and always on the go (also almost everyone). Visit the Atlas Bar website here to purchase and learn more. 

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