vegan-supplements
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iwi life grows its fish-free future in the desert
Fish get their omega-3s from algae. iwi life goes straight to the source, growing a marine crop in desert saltwater and turning it into a business that fits on a supplement shelf.
Will Smelko
Will Smelko is the co-founder and CEO of Ora, an Austin-based maker of organic, plant-based supplements built from real food rather than synthetic chemicals. A UC Berkeley political science grad and former healthcare strategy consultant, he traded the pharma world for the supplement aisle after realizing he had no idea where any of it came from. He launched Ora in 2014 with college friend and chef Ron Chang and partner Erica Bryers, pitched it on Shark Tank in 2017, walked away from Kevin O'Leary's offer, and watched sales jump 400% anyway. Today Ora sells nationwide through Vitamin Shoppe, Amazon and its own site, and even fuels professional pickleball players.
Plant People
Plant People is a plant-based functional wellness brand making science-backed, zero-sugar supplements built around functional mushrooms, adaptogens, and vitamins. Founded by Hudson Gaines-Ross and chef Gabe Kennedy, the company sells a line of 'Wonder' gummies and chews - WonderDay, WonderSleep, WonderFocus, WonderCalm and more - direct-to-consumer and through major retailers including Whole Foods, Sprouts, Target, REI and Amazon. A Certified B Corporation, Plant People grew profitably for roughly seven years before raising a Series A led by Manna Tree Partners in November 2025.