Kristel de Groot

Kristel de Groot is the Co-Founder of Your Super, a next-gen industry leader in plant-based living, transparent supply chain, and 1:1 giving. The company was created when de Groot’s partner and Co-Founder Michael Kuech was diagnosed with cancer at age 24 and together with her Orthomolecular Nutritionist Mom and Aunt she developed superfood and plant protein mixes to help boost Michael’s immunity and overall health. The direct-to-consumer business was founded in Berlin but quickly spread to 6 continents and in 2018 the headquarters were moved to Venice, California.

Your Super’s plant-based Superfood and Protein mixes contain 5-6 naturally dried superfoods. Every ingredient is grown, harvested, 3rd party tested, and packaged 100% sustainably. The ingredients are certified organic, Non-GMO certified, Glyphosate-Free, plant-based and gluten-free. You’ll never find any sweeteners, stevia, artificial flavors, fillers, preservatives or additives.

Kristel is responsible for developing the formulas, all packaging and branding, and currently acts as Chief Marketing Officer. Kristel was recently named one of Forbes 30 Under 30, and Inc Magazine’s 30 Under 30. She has been featured in InStyle, WellGood, Thrive Magazine, and Good Day LA. De Groot holds a BBA in finance and accounting from Valdosta State University, and an MSC in Management from Cass Business School, London. Kristel received her certification in plant based nutrition from eCornell University, graduated from INN as a plant-based health coach, has completed her 200 hour yoga teaching training, and is a former tennis pro.

In 2020, Your Super raised $10 million in Series B funding via Power Plant Ventures (Beyond Meat, Thrive Market, Veggie Grill). You can catch Kristel and Michael on their podcast, #BeSexyEatPlants which highlights vegan athletes, doctors, entrepreneurs and change-makers.