Innate Choice^® was founded by Dr. James Chestnut after over 25 years of research into the human requirements for health and wellness. As the son of a Ph.D. Fisheries Biologist, Dr. Chestnut is a wellness clinician and physiologist who has spent his entire life studying and exploring nature, ecosystems, and the health of the animals, especially humans, that inhabit them. His research and clinical experience have led him to the discovery that humans, like all animals, are genetically programmed to express health when the proper natural raw materials in terms of nutrition, exercise, and positive thoughts and emotions (social environment) are provided.

Tragically, few humans living in industrial society meet the daily requirements of these natural required raw materials for health and the result is a pandemic of preventable human suffering and early death.  Dr. Chestnut’s professional mission is to alleviate this pandemic and to increase the quality of human and other animal life on this planet to the greatest extent possible.  Innate Choice^® is the nutritional manifestation of Dr. Chestnut’s mission and was developed with the purpose of providing practitioners and the public with evidence-based, optimal quality, fad-free, natural nutritional products and accurate information.

Our Mission

Our mission is to save and enrich human and other animal lives through better nutrition. We fulfill this mission by providing wellness practitioners and consumers with the highest quality, purest, most natural product line possible founded on scientific evidence and aimed at 100% consumer satisfaction.

Our Promise

We promise to you that our mission will always guide us. We promise to always provide the best product available based on the best available scientific evidence at the best possible price.  We promise to maintain the highest possible standards in terms of product quality, customer service, and nutritional information. We promise to provide products that are based on nutritional requirement not marketing potential. We promise to always create only such products as we would take ourselves or give to our own families.