Human Improvement Profile

Human Improvement logo.

Human Improvement is a sustainable nutrition brand; their primary product is an organic, gut-friendly protein powder.

Founders Icon Founder(s): Josh Campbell
Founded in Icon Founded In: 2019
Industry Icon Industry: Food & Beverage
Location Icon Location: Santa Monica, California

Interview With Josh Campbell

Describe your product or service: 

“Sustainable nutrition.”

Describe your company values and mission: 

“Innovation, zeal, and sustainability.”

How are you funded? I.e. venture capital, angel investors, etc. 

“Personal and angel investors.”

How big is your team? Tell us a little about them (I.e. co-founders, freelancers, etc.) 

“Four full-time [members].”

Did you always want to start your own business? What made you want to become an entrepreneur? 

“Yes! I left the world of finance after having a burning desire to build things. There is no more rewarding feeling than seeing someone out in the wild with your product.”

How did you come up with your startup idea? How did you decide to actually act on the idea? What gave you confidence that you were on the right track? 

“In 2019, I was looking at the alternative protein market and was shocked to see how unhealthy and heavily processed many of the 'meat alternatives' were. I asked around, and it turns out that insects are actually the most sustainable and nutrient-dense protein source on the planet — all with minimal processing. I realized quickly the problem was one of branding and marketing, not the science behind the product.”

How did you come up with your company name? Did you have other names you considered? 

“It just felt right. Our role is to move the world towards sustainable nutrition. No one is perfect; we as humans are always improving.”

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What is the greatest challenge you faced in starting your business, and how did you overcome it? 

“Ha! As an entrepreneur, you have to get used to being wrong a lot. Learn quickly and move on. You will make a lot of mistakes, but the key is to learn from them and move as fast as you can.”

Who is your product or service made for? Who is your target market? 

“The millennial consumer”

What's your marketing strategy? 

“Create a ‘best in class’ product that solves problems, partner with tastemakers to tell the story.”

How did you acquire your first 100 customers? 

“Word of mouth”

What are the key customer metrics / unit economics / KPIs you pay attention to to monitor the health of your business? 

“AOV, CAC, and most importantly — return customer rate.”

What's your favorite book on entrepreneurship? 

“‘Losing my Virginity’ by Richard Branson”

What is your favorite startup or business podcast? 

“‘How I Built This.’”

What is something that surprised you about entrepreneurship? 

“It is much harder but also far more rewarding than I could have imagined.”

How do you stay motivated? 

“Exercise and conversing with inspiring people”

Did you have to develop any habits that helped lead you to success? If so, what are they? 

“Ask great questions, and don't be afraid to reach out to people.”

What are you most proud of as an entrepreneur? 

“Seeing the team around me develop.”


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More on Human Improvement

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Insights From the Founder of Food & Beverage Startup Human Improvement

We were fortunate enough to hear some valuable insights during our interview with Josh Campbell of Human Improvement that will inspire, motivate, and teach aspiring and established entrepreneurs alike.

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