Joshua Rosenthal

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Joshua Rosenthal
Joshua Rosenthal.jpg
Toronto, Ontario, Canada
TitleFounder and Director of Institute for Integrative Nutrition

Joshua Rosenthal is the founder and director of the Institute for Integrative Nutrition, a holistic nutrition school based in New York City.


Rosenthal has a Master's of Science degree in education, specializing in counseling, from Duquesne University.[1][2]

Integrative Nutrition[edit]

In 1992, Rosenthal founded the Institute for Integrative Nutrition (IIN),[3] a program that offers a health coach training program. It began as a cooking class in a rented kitchen in NYC[2] and has grown into the world's largest nutrition school. The school has more than 100,000 students in 123 countries and growing[2][4] and students learn topics that range from holistic nutrition and coaching to business and marketing[5]

Rosenthal is currently the director and primary instructor for the Institute for Integrative Nutrition,[5] teaching alongside other nutrition and wellness experts, including Andrew Weil, Deepak Chopra and Barry Sears, among others.[6] Rosenthal has more than 30 years of experience in curriculum development, personal coaching, and nutritional counseling.[1] He speaks every year at IIN's annual conference at Lincoln Center in New York City.[3]

Rosenthal coined the term primary food, which refers to anything that provides nourishment to a person's body. This includes relationships, career, physical activity, and spirituality. Secondary food is the food people eat.[7] He also developed the term bio-individuality, which means a diet that works well for one person will not always benefit another.[8] These theories, along with Rosenthal's concept creation of a health coach,[9][10] are the result of his time studying macrobiotics at the Kushi Institute and searching for more knowledge of food and health.[11]

In 2006, Rosenthal lobbied the city of New York to be the first major U.S. city to ban trans fats.[12]

In 2016, he worked closely with elected officials in Washington D.C. to declare a National Health Coach Week in January to generate awareness for health and wellness.[13]

The Institute for Integrative Nutrition has received extensive criticism from Quackwatch on a variety of issues.[14]


Rosenthal authored books that include, Integrative Nutrition: Feed Your Hunger for Health and Happiness,”[1] Integrative Nutrition: The Future of Nutrition,[15] The Integrative Nutrition Cookbook: Simple recipes for health and happiness,[16] and The Power of Primary Food: Nourishment Beyond The Plate.[17]


  1. ^ a b c "Launch Your Dream Book Course". Retrieved 28 January 2017.
  2. ^ a b c "About Us". Retrieved 28 January 2017.
  3. ^ a b "Author Biography-Joshua Rosenthal". Retrieved 28 January 2017.
  4. ^ "Integrative Nutrition Announces Congressional Recognition of National Health and Wellness Coach Week". Retrieved 28 January 2017.
  5. ^ a b "Joshua Rosenthal". Retrieved 28 January 2017.
  6. ^ "Joshua Rosenthal". Retrieved 28 January 2017.
  7. ^ "Integrative Nutrition Daily Journal". Retrieved 28 January 2017.
  8. ^ "Bio-individuality: The new and simpler health philosophy". Retrieved 28 January 2017.
  9. ^ "What's a Health Coach?". Retrieved 28 January 2017.
  10. ^ "THE COMING OF THE HEALTH COACH REVOLUTION". Retrieved 28 January 2017.
  12. ^ "Advocacy Group to Rally in Support of Trans Fat Ban in New York City Restaurants on October 30". Retrieved 28 January 2017.
  13. ^ "The quiet revolution of health and wellness coaches". Retrieved 28 January 2017.
  14. ^ Barrett, Steven. "A Skeptical Look at the Institute for Integrative Nutrition". Quackwatch.or. Retrieved 26 October 2022.
  15. ^ "Integrative Nutrition: The Future of Nutrition,". Retrieved 28 January 2017.
  16. ^ "The Integrative Nutrition Cookbook: Simple recipes for health and happiness". Retrieved 28 January 2017.
  17. ^ "The Power of Primary Food: Nourishment Beyond The Plate". Retrieved 28 January 2017.