When Jeff Coleman moved to Park City, Utah in 2002, he was an ‘eat whatever there is’ kind of guy. As he explored hundreds of miles of Park City trails it occurred to him that philly cheesesteaks and martinis were not the best choices for refueling. Jeff wanted to feel more energized and make informed decisions about nutrition. He sought out a well-respected local food coach to help educate him about the nutritional benefits of eating simple, real foods. He learned that good, whole food was integral not only to athletic performance, but also overall health and wellness. Jeff’s cheesesteak days were over!
Soon after, at a health food store in Park City, Jeff tried a locally made energy bar. He was surprised a bar so healthy didn’t taste like flavored cardboard. The bar was truly delicious! In one bite PROBAR® smashed all his preconceived notions of what a sports nutrition bar could taste like. Jeff was convinced he had found his answer. “In this busy world, we are constantly at risk of making unhealthy food choices. PROBAR® is a great tasting, whole food alternative that is convenient and uncompromising in quality.” Within a month he committed to fund and grow the company, eventually going on to buy it outright.
PROBAR® has grown into a nationally recognized brand while remaining true to its roots. The vision that drove PROBAR® in its early days has never wavered and is engendered in PROBAR's employees, partners, vendors, and customers. PROBAR® will continue to focus on its mission:
PROBAR® creates delicious, convenient, healthy, plant-based food products. We strive to become the leading provider of REAL FOOD choices, always maintaining our commitment to quality, sustainability, and fantastic taste.