From our CEO, Melissa Urban:

Since the inception of Whole30 in 2009, my dream has been that everyone who wants to experience the life-changing benefits of the Whole30 program would have access. To facilitate that, we’ve always made the entirety of the Whole30 program freely available.

However,  learning and growing with our community has taught us that financial inequities are not the only barriers to successfully completing a Whole30, or joining the Whole30 community.

Internally, our diversity, equity, and inclusion (DEI) efforts are a new and more comprehensive means of furthering my original dream. We want to ensure everyone who wants to be a part of the Whole30 community:

  • Feels welcomed, and sees themselves in our community
  • Knows their unique perspective, life experience, and priorities will be recognized and honored
  • Believes they will be treated with kindness, compassion, and respect
  • Feels included and represented in our resources, social presence, and business practices
  • Internalizes the sense of belonging to, and further shaping and fully forming, a community and brand of which they can be proud

On a much larger scale, I hope Whole30 will lead by example and with integrity. I hope we encourage other organizations in our industry to make similar efforts, thereby increasing diversity, equity, and inclusion in the food and wellness industries as a whole.

We’ve got work to do. – Melissa

Our Anti-Racism Commitments for 2020

Black Lives Matter. At Whole30, we are implementing a multi-phase plan to end systemic racism and support the liberation of Black communities, led by Dr. Carrie Kholi-Murchison, our Director of People and Culture. These are our Phase One commitments, to be enacted throughout 2020.

COMMITMENT 1: Financial Support

We commit to $10,000 extended to Black Lives Matter.

We commit that 100% of the sponsorship income from Melissa’s Do The Thing podcast will be extended to Movement for Black Lives.

Melissa commits that 10% of her salary for the remainder of 2020 will be extended to GirlTrek.

COMMITMENT 2: Accompliceship with Whole30 HQ team members

We commit to matching employee financial commitments to approved organizations up to $20,000 for the remainder of 2020.

We commit to providing paid time off to all employees to vote in local, state, and federal elections. National election days are also paid company holidays.

COMMITMENT 3: Advocacy in our Industry

We have invited our Whole30 Approved and brand partners to join the Whole30 Coalition for Change. Together, we’ll engage in thought and action partnership with the intention of lending capacity and momentum in the Black liberation efforts in our country, and specifically those in our industry.

From Our Teams

Whole30 and Whole30 Approved

As a health and wellness company that thrives because of people’s real life commitments to our program and its partners, Whole30 is committed to using our varied forms of communication and engagement to build and advocate for greater awareness around issues of diversity, equity, and inclusion. 

Our Whole30 Approved® label is designed to help you identify products that are 100% compatible with the rules of our Whole30 program. It also lets you know that the product line and company who stands behind it have been vetted by our team. Usually, this only relates to ingredients and Animal Welfare Standards, as created in partnership with the ASPCA. 

Moving forward, we want our community members to be able to trust that seeing a Whole30 Approved® label on a brand means that this inclusion was made with our larger commitment to social justice and food and wellness space impact in mind. 

We are committed to leveraging our current networks in addition to proactively seeking out partners that help further our efforts in creating greater awareness around – and easier access to – the Whole30 program and Whole30 Approved®  products. 

Additionally, as we move forward in partnership development, we will continually audit our categories for Whole30 approval, as well as our overall Whole30 Approved® portfolio, in line with our overall DEI strategy as outlined below. 

Whole30 Coaches

The Whole30 Coaching program is committed to pursuing and empowering coaches and clients of all race, class, gender, sexual orientation, family responsibility or family status, marital status, religious or political conviction, pregnancy, age, body size and/or shape, and ability. 

Through the development of our Community Culture Committee (CCC) and regular mandatory DEI calls and learnings, we intend to cultivate a coaching culture that lends itself to nonviolent, open, inclusive, and collaborative conversation and space in order to drive coach connection,  growth, and overall community development. 

Values-Based Action

Recruitment and Hiring

Overt inclusion in our hiring practices is not only critical to our justice commitment, but to our organization’s and  larger community’s survival as a whole. It directly impacts our ability to adapt to rapidly changing social and digital landscapes, and allows for a variety of fresh takes given perspectives, experiences, culture, gender, and age, which ultimately helps the company perform better overall.


  • Create and model active support of the coaching rules of engagement and promote diversity and inclusion in Whole30 HQ.
  • Develop effective strategies to recruit and attract a more diverse applicant pool for position vacancies. 
  • Develop, improve and/or modify digital platforms and promotional materials so that they are culturally inclusive, sensitive, and accessible to all necessary groups. 
  • Actively work to create a productive work and digital environment, free of harassment and bullying.
  • Assess whether current policies, practices, and procedures are inclusive and sensitive to the various cultures
  • Promote policies, practices, and procedures that are inclusive and sensitive to various cultures.

Internal Awareness

Gaining cultural competence is a lifelong process of increasing self-awareness, developing social skills and behaviors around diversity, and gaining the ability to advocate for others. It goes beyond tolerance, which implies that one is simply willing to overlook differences. Instead, it includes recognizing and respecting diversity through our words and actions in all contexts.

According to James Beard, “Food is our common ground, a universal experience.” And although Whole30 considers the Whole30 Program and Food Freedom as means of providing access to control over the food we eat, instead of food controlling us, we understand that our internal notions of freedom – particularly when it comes to access and availability of fresh, whole, foods for all – are not universal.

It is our intention to ensure the larger Whole30 community is able to contextualize our community goals alongside and in partnership with larger community efforts around pressures that prevent access to healthy, nutritious, and culturally appropriate foods.


  • Enhance understanding of broad-scale diversity, equity, and inclusion issues. 
  • Develop an understanding of Whole30 participation and Food Freedom Forever language and culture in relationship to (affecting and affected by) larger social justice issues and implications.
  • Establish and enhance awareness of Whole30 and Whole30 Approved brands and partners in historically-marginalized communities

External Impact

Whole30 is a leader within the food and wellness industry and its larger community. Within both, there is a slow but steady movement toward greater accessibility and diverse community inclusion. Whole30 would like to expedite this movement, as well as respect and contribute to the larger food justice movement through our efforts to educate ourselves and assess our impact within multiple food spaces.


  • Enhance understanding of diversity, equity, and inclusion issues, particularly as related to the food and wellness industry.
  • Enhance access for historically-marginalized community members to become Whole30 Coaches.
  • Enhance access for brands owned by historically-marginalized community members to become Whole30 Approved partners.
  • Enhance access to Whole30 Approved partners in historically-marginalized communities.
  • Create and participate in activities and events that increase access to Whole30 coaches and Whole30 Approved brands for historically-marginalized communities.

Ongoing Assessment and Implementation

Active Listening

In order for Whole30 to remain present and responsive to our current and future community members, we commit to cultivating a culture that values active community listening, nonviolent communication, and forthcoming, direct, compassionate, and timely response.

Data Collection and Analysis

In order to better facilitate a practice of active community listening and relationship-building, Whole30 commits to regularly facilitating:

  • Whole30 HQ DEI trainings + assessments
  • Whole30 Coaching DEI trainings + assessments
  • Whole30 Community listening sessions + surveys
  • All-brand quarterly comment and DM audits
  • All-brand quarterly website audits

As each new Whole30 business opportunity emerges, we commit to completing a full DEI audit asking questions including, but not limited to the following:

  • For whom is the opportunity designed?
  • To whom does the opportunity appeal?
  • To what internal values and/or goals does the opportunity match and/or extend?
  • Who’s not included in the opportunity? Additionally, why? How might we expand this opportunity to meet the needs of those it does not currently?

In addition to Whole30 community audits, we commit to creating and implementing ongoing all-staff (individual and team) internal reviews and support systems for DEI efforts, inclusive of, but not limited to the following:

  • Participation efforts
  • Thought partnership efforts
  • Implementation efforts
  • Implementation results