David Wolfe (entrepreneur)

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David "Avocado" Wolfe (born August 6, 1970) is an American entrepreneur, author, and product spokesman. He promotes a variety of pseudoscientific ideas such as raw foodism, alternative medicine, and vaccine denialism.

Early life[edit]

Wolfe grew up in San Diego, California, graduated from University of California Santa Barbara, where he studied mechanical and environmental engineering and political science, then earned a law degree at the University of San Diego.[1] According to Wolfe, he became intolerant of dairy when he was 18 and stopped consuming it, which led him to explore various diets and by the time he was 24 he was on an organic, raw food diet.[2] He introduced the diet to Thor Bazler (then known as Stephen Arlin), who had attended the same high school as Wolfe, and this led to the founding of their company “Nature's First Law”.[1]


Thor Bazler and Wolfe co-founded the company, "Nature's First Law" in 1995.[1] The company sold organic food and products related to raw foodism. Wolfe and Bazler started the company selling products out of their car trunks; by 2005 the company had 23 employees and around $6 million in revenue, and had profits of $1.2 million in 2004.[1] The company grew in part by endorsements from celebrities like Steve Jobs, Woody Harrelson, Alicia Silverstone, and Angela Bassett.[1] By 2005 Wolfe had become an evangelist for raw foods, travelling and speaking, while Bazler stayed in San Diego and tended to the Nature's First Law business.[1][3][4] In 2007 Nature's First Law changed its name to "Sunfood Nutrition".[5] The relationship between Wolfe and Sunfood ended at least by 2011, and there was litigation[6][7] involving personality rights.[8] In 2012 Sunfood claimed Wolfe was defaming it.[9]

While affiliated with Sunfood Nutrition, Wolfe also co-founded the company "Sacred Chocolate" in 2006 with Steve Adler, which sells specialized raw chocolate products.[10]

New Horizon Health, Inc. was founded in 2009[11] and runs websites and businesses for which Wolfe is the "celebrity spokesperson": the e-commerce site, "Longevity Warehouse",[12][13][14][15] and the subscription-based longevity web magazine, "The Best Day Ever" that Wolfe says he co-founded.[12][13] New Horizon Health had $7.6M in revenue in 2013.[11]

Wolfe has been the spokesman for NutriBullet since its inception in 2012, and has appeared in several infomercials promoting the product.[16] Wolfe has authored and co-authored several books promoting foods and offering diet advice.[17][18]

Other activities[edit]

Wolfe is president of the Fruit Tree Planting Foundation,[19] which received its IRS nonprofit certification in 2002.[20]

In 2004, Wolfe starred on the reality TV show Mad Mad House regularly as the naturist "alt",[21] alternative lifestyle practitioners who served as hosts and judges for the contestant "guests".[22] In 2004 Wolfe was part of a rock band called "The Healing Waters" that travelled the country in a vegetable-oil powered bus and performed songs including "Raw Food Girl" and "Bye Bye Burger World".[23]


Wolfe has been criticized for promoting pseudoscience.[24][25][26]


  • Arlin, Stephen; Dini, Fouad; Wolfe, David (1996). Nature's first law : the raw-food diet (1st ed.). San Diego, CA: Maul Bros. Pub. ISBN 978-0965353304.
  • Wolfe, David (2007). Eating for beauty : for women and men : introducing a whole new concept of beauty, what it is, and how you can achieve it (3rd ed.). San Diego, CA: Sunfood Pub. ISBN 978-1556437328.
  • Shazzie; Wolfe, David (2010). Naked chocolate. Great Yarmouth: Rawcreation. ISBN 978-0954397715.
  • Good, Nick; Wolfe, David (2008). Amazing grace : the nine principles of living in natural magic : a galactic cliff-hanger. San Diego, Calif.: Sunfood Pub. ISBN 978-1556437304.
  • Wolfe, David (2009). The sunfood diet success system (8th ed.). San Diego, CA: Sunfood Publishing. ISBN 978-1556437496.
  • Wolfe, David (2009). Superfoods : the food and medicine of the future. Berkeley: North Atlantic Books. ISBN 978-1556437762.
  • Wolfe, David (2012). Chaga : king of the medicinal mushrooms. Berkeley, Calif.: NAB. ISBN 978-1583944998.
  • Wolfe, David; Gauthier, R.A. (2013). Longevity now : a comprehensive approach to healthy hormones, detoxification, super immunity, reversing calcification, and total rejuvenation. North Atlantic Books. ISBN 978-1583946145.


  1. ^ a b c d e f Skidmore, Sarah (June 14, 2005). "Raw-food fervor starting to sprout". San Diego Union-Tribune. Archived from the original on March 22, 2016.
  2. ^ Goldstein, Myrna Chandler; Goldstein, Mark A. (2009). Food and nutrition controversies today a reference guide. Westport, Conn: Greenwood Press. p. 200. ISBN 9780313354038.
  3. ^ Beckett, Fiona (August 10, 2002). "Take the heat out of eating". The Telegraph. Retrieved 21 June 2016.
  4. ^ Russo, Ruthann (2010). The raw food lifestyle the philosophy and nutrition behind raw and live foods. Berkeley, CA: North Atlantic Books. ISBN 9781556439490.
  5. ^ "Press Release: Organic Raw Foods Pioneer Changes Name to Sunfood Nutrition". Via New Hope Network. 8 February 2007.
  6. ^ "David Wolfe Vs. Earle Douglas Harbison Case Number: 37-2011-00066729-Cu-Co-Ctl". Superior Court of California, County of San Diego. March 24, 2011.
  7. ^ Billings, Thomas E. "Investigating raw vegan and other diet gurus: Can you trust them?". www.beyondveg.com. Beyond Vegetarianism. Retrieved 17 October 2016.
  8. ^ "Publicity Rights Damages". Nevium Intellectual Property Solutions. Retrieved 17 October 2016.
  9. ^ "Press Release: Sunfood Defends Attacks on Corporate Integrity". Sunfood. August 16, 2012.
  10. ^ Barba, Elizabeth (Spring 2012). "Organic Indulgence" (PDF). Certified Organic. pp. 22–26. Archived (PDF) from the original on 2015-09-05.
  11. ^ a b "New Horizon Health: Number 519 on the 2014 Inc. 5000". Inc.com. Retrieved 16 October 2016.
  12. ^ a b "About Me". davidwolfe.com. Retrieved May 20, 2016.
  13. ^ a b "Does David Wolfe's Bio On Wikipedia Hint He's Too Strange?". Superfoodly. June 1, 2016.
  14. ^ "Site Disclaimer". Longevity Warehouse.
  15. ^ "Longevitywarehouse.com website. David Wolfe & Longevity Warehouse | Superfoods, Superherbs, and more". Milonic. Retrieved 16 October 2016.
  16. ^ a b c d Anderson, L.V. (June 28, 2015). "Everblasting Life". Slate. Retrieved May 20, 2016.
  17. ^ Shriver, Jerry (April 26, 2002). "Healthful, raw-food trend is picking up steam". USA Today. Retrieved March 26, 2016.
  18. ^ "How To ... Use chocolate for your skin". Seattle Post-Intelligencer. April 15, 2008. Retrieved March 26, 2016.
  19. ^ Schneider, Pat (February 8, 2010). "Advocates envision free fruit and nuts for Madison parks". The Capital Times (Madison WI).
  20. ^ "Profile: Fruit Tree Planting Foundation". GuideStar. Retrieved 16 October 2016.
  21. ^ Keveney, Bill (January 8, 2004). "Sci Fi's 'Mad House': Pretty scary". USA Today. Retrieved June 12, 2016.
  22. ^ Fries, Laura (March 2, 2004). "Review: 'Mad Mad House'". Variety. Retrieved June 12, 2016.
  23. ^ Stumpe, Joe (April. 21, 2004). "The raw truth? Decide for yourself". The Wichita Eagle.
  24. ^ Orac (2015-05-28). "How is it that I've never heard of David Avocado Wolfe before?". Respectful Insolence. Retrieved 2016-03-11.
  25. ^ Rexroad, James (15 July 2001). "To be eaten raw". The Guardian.
  26. ^ a b LeMieux, Julianna (May 23, 2017). "'Super-Food' Blogger, Known as 'Avocado,' Acts Like a Nut | American Council on Science and Health". American Council on Science and Health Blog.
  27. ^ a b O'Leary, Cathy (28 February 2017). "Call to stop anti-vaxxer's Perth talk". The West Australian.
  28. ^ Babuschkin, David (11 August 2016). "Beyond the Woo – Why David Wolfe & Co. Are Detrimental to Society". The Unapologists.
  29. ^ Senapathy, Kavin. "A New Year's Resolution For Science Advocates: Don't Cry Wolfe". Forbes. Retrieved 21 June 2016.
  30. ^ Engber, Daniel (10 August 2015). "That *#^% Sugar Film". Slate.
  31. ^ ""Conspiracy Theorists" Are Vindicated: U.S. Senate Reports Chemtrails Are Real and Are Killing Us! - DavidWolfe.com". DavidWolfe.com. 16 December 2015. Archived from the original on April 14, 2016.

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