James Meldrum

James Meldrum is the co-founder of Whole Kids, an Australian-owned food company that specializes in organic, additive-free, and allergen-friendly foods and snacks for children.2 He founded the company in 2005 alongside his wife, Monica Meldrum.12

Background and Career

Before co-founding Whole Kids, James had a 15-year career in the corporate world.1 He completed an MBA in America, where he was exposed to companies like Patagonia and Ben & Jerry's that prioritized customers over shareholders. This experience inspired him to pursue a more purpose-driven approach to business.1

Whole Kids Journey

The idea for Whole Kids came about when James and Monica couldn't find healthy snacks for their nieces and nephews.2 They saw a gap in the market for nutritious, additive-free children's food products. In 2005, they took a significant risk by investing their life savings, originally intended for a house deposit, to manufacture their first run of certified organic products.24

James and Monica officially launched Whole Kids at the first Organic Expo in Sydney in 2005. The overwhelming positive response from parents and children encouraged them to resign from their jobs and fully commit to the business.2

Business Philosophy

Under James's co-leadership, Whole Kids has become known for its commitment to:

1. Using high-quality, natural ingredients without artificial additives or GMOs
2. Creating products with little to no added sugars and salt
3. Supporting important social and environmental issues
4. Challenging the food industry's use of unnecessary additives and misleading advertising12

Current Endeavors

In addition to his role at Whole Kids, James is also the founder of Warp + Weft.3 He continues to be passionate about creating positive change through business, always looking for opportunities to work with awesome businesses, brands, and people to create more good in the world.3

James Meldrum's journey from corporate professional to co-founder of a successful, purpose-driven food company demonstrates his commitment to improving children's health and making a positive impact through ethical business practices.