How it Started
Inventing New:
Challenging Old
At IndulgeRx Brands, Inc. (IRX), we're pioneering a new era in nutrition technologies and applied food sciences. Tired of empty promises from "Super Foods" and undefined "Functional Foods," we're driven by a mission to create real purpose and personal relevance in nutrition.
Fueling a Family Fight:
Against Cancer
Our journey began in 2008 when Sarah's father Bob faced esophageal cancer. We embarked on a journey of trial and error to find foods that could help him overcome nutritional challenges and treatment side effects. Sarah's mother Judy asked for help in finding something Bob could eat or would eat, and her dedication, combined with Bob's will to live, inspired us all.
A Family's Unwavering Support:
All for One
Meanwhile, John's mother Gerry has been a beacon of resilience, fighting Stage 4 breast cancer for over three decades with unwavering faith and courage, supported by her family. Witnessing these battles ignited a passion within us to help others facing similar challenges. We saw firsthand how cancer affects families and communities, and we wanted more than just survival for our loved ones; we wanted to empower them with real tools to fight back.
From Concept to Reality:
Building New Opportunities
Initially, our idea was "CanSurvive," but we envisioned more than just survival—we wanted to fuel a real fight. We saw natural foods as functional fuels for the mind, body, and spirit. As more people learned about our mission, they sought lifestyle suggestions and access to food research that could aid in their fight.
The Birth:
IRX & Fightback Foods
In 2017, John and Sarah Hastings founded IRX, driven by a vision to create bio-smart, eco-friendly, and sustainable foods that promote wellness through targeted nutrition. Our FIGHTBACK FOODS brand was born to address the unique nutritional needs of cancer patients, providing additive-free and relevant nutrition.
A Story:
Love & Resilience
Our journey is one of love, resilience, and the unwavering belief in the power of faith and purposeful nutrition to support the fight against cancer or any disease. We're grateful for the inspiration of our parents, the memories of our fathers, and the ongoing love and support from our mothers. Healthy Life is a Fight … Feed the Fight!
Join our Mission:
Help Us, Help Others
Thank you for joining us in this battle against cancer. Together, let's empower anyone fighting cancer and make a difference in the lives of those who need it most. We have helped friends, families and total strangers fight cancer, and feel better beacause of it.​
​Personally, we also believe in supporting causes and have donated to St. Jude’s Children's Research Hospital as a family for three decades to give children a fight for life, so we ask you to help fight cancer and Support a Fight!
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​As IndulgeRx Brands Inc., we have supported our local Bountiful UT Food Pantry to help families from all walks of life, health and need, by providing FIGHTBACK premium organic foods to people and families, who don’t always have a healthy choice about what they eat.
EAT FRESH, THEN FIGHTBACK!
John & Sarah Hastings