In a world overwhelmed by wellness influencers, plastic-packaged meal plans, and overpriced supplements, Dr Amelia Harray is carving a different path. Backed by science and shaped by her own lived experience, her venture Eat Sustainably is evolving into something far more practical: a prescriptive nutrition program that doesn’t just tell people what to eat — it makes it easier for them to do it.
“I want to help people feel better, have more energy, and waste less time stressing about what’s healthy,” Amelia says. “Everyone eats, and everyone’s confused. I want to fix that.”
From lunchboxes to a PhD: A life devoted to nutrition
For Amelia, this mission is a lifelong one. “I was packing my own school lunchboxes at four years old,” she laughs. That early passion led her to study nutrition and dietetics, eventually earning a PhD in the field. Along the way, she balanced research with clinical practice, driven by one clear frustration: there’s too much nutrition misinformation and not enough clear, trusted guidance.
Her startup Eat Sustainably was originally focused on the intersection of health and the environment — helping people shift toward more whole foods and fewer plastics for both personal and planetary wellbeing. “But through my customer interviews, I realised that health was the primary motivator for most people,” she says. “Sustainability matters, but what really moves the needle is how people feel.”
This insight sparked a major pivot. Amelia is launching a personally-branded prescriptive nutrition program to help busy professionals eat better, not just in terms of what they eat, but how. That includes everything from avoiding plastic-packaged foods and chemical-laden cookware to embracing shared meals and mindful eating habits. “I simplify the science and give people the tools to actually change behaviour,” she explains.
Why B2B, not B2C?
Though many would expect a wellness startup to head straight to consumers, Amelia chose a business-to-business (B2B) model. “I realised I could have a bigger impact by working with organisations,” she says. “If I can change the eating behaviours of 100 staff in one workplace, that’s far more effective than reaching one person at a time.”
The business case is strong: poor nutrition contributes to absenteeism, presenteeism, burnout, and chronic illness — issues that cost employers millions. And in a world where employee wellbeing is increasingly tied to ESG goals and talent retention, companies are more receptive than ever to programs that combine science, scale, and credibility.
Still, Amelia hasn’t ruled out the B2C market. “So many people tell me, ‘Just tell me what to eat. I’ll pay for that.” She plans to make her program available online to individual consumers within six months, but only once the corporate offering is humming. “One of the biggest lessons from Curtin Accelerate was that I can’t be everything to everyone,” she says.
For now, she’s focused on her core audience: educated, professional women aged 35–50. “They’re the ones juggling careers, families, and health — and they’re the ones most overwhelmed by nutrition noise,” Amelia explains. “They don’t want another meal plan. They want clarity, convenience, and trust.”
The next 12 months: From MVP to market
In the coming months, Amelia will launch her minimum viable product (MVP): a curated PDF-based nutrition program tailored to the individual. It’s not what she imagined when she began — she originally envisioned a slick digital platform — but real-world feedback shifted her thinking. “I kept hearing that people just wanted a simple guide they could touch and feel,” she says. “So that’s what I’m starting with.”
Her first customers are already lining up, with one corporate client preparing to roll out the program across its workforce. From there, Amelia plans to grow by delivering highly personalised, evidence-based nutrition programs for employees, and doing it better than anyone else.
The most innovative part of her model? A concept she’s calling the Nutritionist in Residence. Think of it like a pop-up clinic inside the office. “Once a month, I’ll be on-site at a company, with a private room where employees can book 15-minute consults,” she explains. “They can ask anything — protein powders, coeliac diagnoses, how to meal prep. It’s low-pressure, confidential, and massively effective.”
The idea is already resonating with potential clients. It humanises health advice, makes behaviour change more likely, and fits seamlessly into the rhythm of office life. “It’s like those mobile mole scan clinics,” she says. “Quick, practical, and accessible. Only this time, it’s about food.”
She’s also offering catering reviews, advising on internal menus, and working with company caterers to swap out ultra-processed snacks for real whole foods. “When your work fridge and your work canteen are aligned with your health goals, you don’t have to think twice,” Amelia says. “It’s about creating an environment that supports better choices.”
Curtin Accelerate: A mindset shift
Amelia credits much of her evolution as a founder to the Curtin Accelerate program. “Before Accelerate, I thought success meant having a flashy, scalable tech product,” she says. “Now I know that success is solving a real problem in a way people actually want.”
One of her biggest takeaways came from a session with HealthEngine co-founder Adam Yap, who told her bluntly: “If people want a PDF, sell them a PDF.” It was a lightbulb moment. “I needed someone to give me permission to keep it simple,” she admits. “And it turns out simple is exactly what people want.”
Beyond business strategy, the program also helped her reframe how she works. “As a founder, you’re like a high-performance athlete — you need support teams around you, boundaries, routines,” she says. That’s especially relevant for Amelia, who’s building her company while also raising a family. “I might not work nine to five, but I work school hours, then 7:30 to midnight and love it. Flexibility makes me more productive.”
She’s also become a quiet advocate for other women entering the startup space, particularly mothers. “There’s this idea that you have to go all-in, full-time, or not at all,” she says. “But part-time female founders with focus, passion, and support can be incredibly effective.”
Redefining nutrition, Redefining success
Dr Amelia Harray isn’t building a flashy health-tech empire. She’s building trust, one meal at a time. Her approach is practical, personal, and refreshingly human, rooted in science but driven by empathy.
With her Nutritionist in Residence program about to launch, corporate wellbeing in WA might be about to get a whole lot healthier — and a whole lot simpler.