Powered 500 · 2026POWEREDS. 239 of 500
A 2009 blog post co-authored with her husband became Whole30, a 30-day elimination protocol that spawned multiple NYT bestselling books, millions of adherents, and a certified-product ecosystem spanning hundreds of brands and national grocery retailers.
Melissa Hartwig Urban co-founded Whole30 in 2009 with then-husband Dallas Hartwig, growing a single blog post into a 30-day elimination-diet program followed by millions and supported by multiple New York Times bestsellers including It Starts With Food and The Whole30.
The brand has expanded into approved-product certifications, branded products, and retail partnerships. She has built a commercial ecosystem of compliant food brands around the protocol.
Interview · In Pipeline
Sponsored placement
An invitation, extended to Powered readers.
Drive the Continental GT S.
Request a test driveBentley T&Cs apply
