Interview - Darcy and Jess - Raised Nutrition

Performance nutrition is crowded, but few brands are built from the mats up. In this interview, Darcy, co-founder of Raised, shares how a devastating business loss, a deep commitment to Brazilian Jiu-Jitsu, and a refusal to accept generic sports snacks led to the creation of Raised collagen bars. Grounded in recovery, longevity, and real ingredients, Raised is quickly earning attention from gyms, specialty retailers, and performance-focused consumers across Australia.

FFW: Who is behind Raised, and what inspired you to launch the brand?

RAISED: Raised was started by me, Darcy, and my wife, Jess. We both train Brazilian Jiu-Jitsu and we’ve always been into quality food. I used to run a health food business and café, and Jess is an amazing home cook who’s worked in some great cafés and restaurants here in Australia. So between us, we’ve always cared about what goes into food and how it actually makes you feel.

The brand came directly from training. We were on the mats a lot, trying to look after our bodies, and there just wasn’t a snack that felt built for what we were doing. Most bars felt generic or loaded with stuff we didn’t really want, and they weren’t geared towards helping active people stay active and recover properly. So we started making our own, brought them to training, and pretty quickly realised people genuinely wanted them.

FFW: Many in the industry will remember The Bircher Bar. How did the 2017 Lismore floods impact your previous business, and what led you to rebuild with Raised?

RAISED: The 2017 floods were simply devastating for me and almost everyone I knew in Lismore at the time. The entire town went underwater, and thousands of people lost everything. I had my business at the time, The Bircher Bar, go under completely, but very luckily wasn’t living in the flood area, so got off lightly compared to many others.

That said, the town really suffered and it was hard for many business owners, me included, to come back and keep trading. We stuck in there for a while after but ultimately couldn’t make it work.

I always knew I wanted to be back in business and building something special, but I wasn’t sure what it looked like until Jess and I struck on Raised. It’s the perfect intersection of our skills and interests with what we think is a real gap in the market.

FFW: The name “Raised” feels symbolic. What does it represent for you personally and professionally?

RAISED: We definitely threw around quite a few ideas before landing on Raised. After much deliberation, we chose it because it speaks to raising standards, and raising the bar, if you will. That felt aligned with what we’re about.

Jiu-jitsu is very much about staying consistent, always improving and working towards better. Those are the values we wanted the brand to embody as well.

FFW: You are both passionate grapplers and deeply involved in the Brazilian Jiu-Jitsu community. How has your commitment to BJJ influenced the development of Raised collagen bars?

RAISED: Training has definitely shaped the product from day one. When you’re on the mats multiple times a week, you feel pretty quickly what works and what doesn’t. We wanted something that supported joints, recovery and steady energy, because that’s what grappling demands. It’s long sessions, high intensity, repeated efforts and a lot of wear and tear.

That’s why collagen became a big part of the formula, along with ingredients that support muscle function and sustained energy. We weren’t trying to build a generic protein bar. We were trying to build something that actually made sense for people who train often in any sport and want to keep training for a long time.

FFW: Why do you think the Brazilian Jiu-Jitsu community values a healthy snack option before or after training?

RAISED: Jiu-jitsu attracts people who care about self-improvement. Most people who train consistently are already thinking about recovery, longevity and how to keep showing up. It’s a demanding sport physically and mentally, so you feel pretty quickly when you’re under-supported.

At the same time, a lot of training happens early mornings or late at night, and people are heading straight to work or straight home. Convenience matters. Having a clean, reliable option you can grab straight after training just makes it easier to stay consistent with good habits.

We’re also realising those same values and life circumstances apply to runners, hikers, swimmers, HYROX athletes, CrossFitters, older athletes and busy parents who are just trying to stay fit and healthy.

FFW: Are Raised bars designed specifically for Brazilian Jiu-Jitsu athletes, or do they appeal to a broader performance and fitness audience?

RAISED: Raised was born out of Brazilian Jiu-Jitsu, so that community will always be at the centre of what we do. The demands of grappling shaped the product, especially around joint support, recovery and steady energy. 

The reality is though, anyone who trains often and wants to recover properly can benefit from the same approach. We’re seeing runners, CrossFitters, HYROX athletes and everyday active people getting behind it. It’s built with jiu-jitsu in mind, but it makes just as much sense for anyone who wants to stay active and keep doing what they love for the long term.

FFW: Why did you choose to develop an energy bar format rather than protein balls or other snack options?

RAISED: It really came down to simplicity. When you finish training, you’re usually tired, sweaty and ready to get home. A bar just makes sense. You can throw it in your bag, it holds its shape, and you can eat it in the car or walking out of the gym without thinking too much about it.

We also wanted something that felt solid and properly portioned. A bar lets us control the balance of ingredients and make sure each one delivers what it’s supposed to. It felt like the most practical format.

FFW: What functional ingredients feature in Raised collagen bars, and what benefits do they offer active consumers?

RAISED: We use Australian grass-fed collagen as the hero ingredient, mainly for its support around joints, tendons and connective tissue. That’s a big one when you’re training consistently. We combine that with pumpkin seed protein and sprouted brown rice protein to create a more complete amino acid profile, along with naturally occurring minerals like magnesium and zinc that support muscle recovery and nervous system regulation.

We also include MCT powder for mental energy, Australian pink lake salt to support hydration, and quality nut butters and clean dried fruits for natural carbohydrates and flavour. Everything has a purpose. It’s functional, but it’s still built around real, recognisable ingredients.

FFW: Jess, with your French culinary background and years spent baking and working in leading cafés, how did flavour and texture shape the final product?

RAISED: Flavour and texture were non-negotiable from the start. We needed to make sure it was something we were excited to eat. I personally spent a lot of time refining the texture to make sure the bars were soft, satisfying and not overly sweet.

We wanted them to taste like real food, not like some strange supplement. That meant working carefully with ingredients, adjusting ratios and keeping things clean. The end result had to be something you’d genuinely look forward to eating after training, not something you just tolerate because it’s good for you.

FFW: Darcy, having previously owned a health food business and café, how has that experience influenced your approach to product positioning and retail partnerships?

RAISED: Owning a health food business taught me pretty quickly that shelf space is earned. Retailers need products that move, make sense to their customers and are backed by a real story. So from the start with Raised, I’ve been conscious of building something that isn’t just another bar, but something with a clear purpose and audience.

It also gave me an appreciation for margins, packaging, relationships and consistency. Retail is tough. You need to support your stockists properly and make sure the product stands up on its own. That experience has definitely shaped how we approach partnerships now.

FFW: What makes Raised collagen bars different from other protein or energy bars currently available in the market?

RAISED: The biggest difference I think is that we didn’t start with “let’s make a bar”. We started with “what do people who train hard actually need?”. That led us to Australian grass-fed collagen as the primary protein, supported by pumpkin seed and sprouted brown rice protein for a more complete amino profile and key minerals like magnesium and zinc. It’s built around recovery and longevity, not just hitting a protein number on the label.

We’ve also deliberately avoided the ultra-processed, sugar-heavy approach you see in a lot of the market. Quality nut butters, clean dried fruits, MCT powder and Australian pink lake salt. Everything has a purpose and there’s nothing unrecognisable. It’s functional, but it still tastes like real food. That balance was actually quite hard to hit, but we are proud of what we’ve made!

FFW: Beyond Brazilian Jiu-Jitsu practitioners, what types of consumers are purchasing Raised bars?

RAISED: We’re actually seeing a very broad mix. Runners, CrossFitters, HYROX athletes, swimmers and strength gyms have all been getting behind it. But it’s also busy parents, people training before work, people trying to stay active as they get older. It’s not just competitors.

The common thread seems to be that they care about what they’re eating, they train regularly, and they want something simple they can rely on. A lot of people just want a clean bar that they know isn’t full of junk and fits into real life without overthinking it.

FFW: Where are Raised bars manufactured, and what quality or food safety standards are in place?

RAISED: Raised bars are manufactured here in Australia at a specialised health manufacturing facility in New South Wales. Keeping production as local as we could was important to us as it allows for much better communication and confidence in the end product.

The facility operates under HACCP-certified food safety systems with strict quality control processes and full traceability of ingredients. We are lucky that Australia has very high food safety standards, and we’ve made sure our manufacturing partner reflects that.

FFW: What is the shelf life, and how should retailers store the bars?

RAISED: Raised bars have a shelf life of 12 months from production. They’re designed to be stable at room temperature, so there’s no need for refrigeration under normal retail conditions.

We recommend storing them in a cool, dry place away from direct sunlight. Like most products made with real ingredients and nut butters, extreme heat isn’t ideal, but they’re built to sit comfortably on shelf in gyms, health food stores and specialty retail environments.

FFW: Do you ship Australia-wide, and what does the wholesale ordering process look like for new stockists?

RAISED: Yep, we ship Australia-wide. We’re set up to service gyms, health food stores, specialty retailers and foodservice operators all across the country.

For new stockists, the process is straightforward. They can reach out to us directly, we’ll provide wholesale pricing and product information, and once approved, orders are placed directly through our website. We’ve kept it simple and in-house on purpose because we want it to be easy to get started with us so we can work with and support our partners for the long term. 

FFW: What is the minimum order quantity for wholesale customers?

RAISED: We don’t have any minimum order quantity. We’ve tried to keep it simple and accessible for retailers who want to trial the product without a big upfront commitment.

We do offer free shipping on wholesale orders over $99, which works out to roughly a box of each flavour. That tends to be a natural starting point for most stockists and makes it easy to get the range on shelf without overcomplicating things.

FFW: What kind of retail margins can stockists expect?

RAISED: Retailers can expect a solid 40 per cent margin. We’ve structured pricing to make sure there’s enough room for stockists to make it worthwhile while keeping the product positioned as a premium offering.

It’s important to us that our partners feel confident backing the brand, so the margin reflects that. We want it to be commercially sensible for gyms and retailers, not just a passion product sitting on shelf.

FFW: Do you provide samples for prospective retailers considering adding Raised to their range?

RAISED: Yes, we do. We’re confident in the product, so we’re always happy to get bars into people’s hands. If a retailer is seriously considering stocking Raised, we can organise samples so they can try them themselves and share them with staff.

We think it’s important that stockists genuinely like what they’re selling. Once people taste the bars and understand what they’re about, the conversations tend to become pretty straightforward.

FFW: Are point-of-sale materials or in-store support available to help retailers drive sell-through?

RAISED: Yes, we provide point-of-sale support to help retailers tell the story properly. That includes counter cards, simple product information and materials that explains what makes Raised different without overwhelming customers.

We’re happy to support with samples, social content and community engagement where we can. We want the product to move as much as you do, not just sit on shelf, so we back our stockists however we can.

FFW: Raised is positioned as a premium, clean-label product. How do you communicate the value behind that pricing to retailers and consumers?

RAISED: We’re upfront about what’s in it and why. Australian grass-fed collagen, quality plant proteins, nut butters, clean fruits and pink lake salt. Those ingredients cost more, but they’re there for a reason. We’re not trying to be the cheapest bar on the shelf; we’re trying to be the best choice for the right people.

For our retailers, it’s about alignment. The customer who trains consistently and cares about what they’re eating understands the difference between a cheap bar and a well-formulated one. We position Raised as a product for people who value quality and are willing to back that with their purchasing decisions.

FFW: Looking ahead, how do you see Raised evolving as a brand within the performance nutrition space?

RAISED: We see Raised growing from strength to strength but staying true to its roots. The focus will always be on people who care about what they eat and want to stay active long term. We already have new products in development that build on that same philosophy, but we’re careful about what we bring out. It has to make sense and genuinely support our community.

We’re not interested in chasing trends or pumping out products for the sake of it. The aim is to build a brand with strong foundations, a loyal customer base and a tight range of products that people trust and actually use.

FFW: Is there anything else retailers, gyms or foodservice operators should know about partnering with Raised?

RAISED: We’re in this for the long haul. We’re not just trying to get product on shelf and move on. We want to work with retailers and gyms who genuinely care about what they’re putting in front of their members and customers. 

Raised has grown out of a real training community, and that’s still how we operate. We’re approachable, easy to deal with and committed to building something solid over time. If that aligns, we’re keen to work together.

FFW: For retailers, gyms, and foodservice operators seeking a premium, clean-label bar backed by strong margins and genuine community roots, Raised is a brand worth exploring. Reach out via the contact form or details below and be sure to let them know that you heard about them via the Fine Food Wholesalers Directory!