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Business South / November 2013
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Building the brand with Dr Libby Jo Bailey
W
ith multiple books on the bestsellers lists and regular radio and television appearances, leading holistic nutrition specialist and weight loss expert Dr Libby Weaver is in hot demand on both sides of the Tasman. She also has a growing global presence and celebrity fan-base that is likely to extend following her recent appearance alongside American health expert and media personality Dr Oz at one of the world’s largest health conventions in the US. Back home, Dr Libby’s recent Christchurch seminars sold out at rock concert speed. So what it is about this warm and extremely bright woman that makes her message about healthy living stand out above the crowd? And who is the man behind the Dr Libby brand, who used to start his day with a sausage roll and coffee, but these days knows where to seek out the best green smoothies at international airports? Business South met with Dr Libby before one of her recent Christchurch seminars, just one of the vehicles, along with her books, DVDs, online programmes and media appearances through which she aims to “empower and inspire people to make optimum health choices”. “I’m trying to wake people up to the fact that life is special and so are they, and that they should treat themselves accordingly.” In a sector awash with information, Dr Libby’s message about healthy eating and taking care of our bodies seems to resonate strongly with the masses. Her first four books have already sold an astonishing 100,000 copies, with her whole food cookbook, Real Food Chef, the number three bestselling book last Christmas. She believes people are simply sick of feeling sick and tired and looking for answers. “There is definitely a shift in peoples’ thinking. They realise they don’t have to wait for a health crisis before they start to change.” It doesn’t hurt that Dr Libby’s own glowing good health is a great endorsement for her message, one she imparts with genuine warmth and can back with years of scientific research. The girl who grew up in rural Tamworth, New South Wales, achieved a Bachelor of Health Science in Nutrition and Dietetics from the University of Newcastle where she later completed a Ph.D examining biochemical and nutritional factors in children with autism. Possibly her greatest gift is an ability to take complicated bio-chemistry principles and explain them in simple layman’s terms, to enable people to “get back in the driver’s seat” with their health and achieve the outcomes they seek. While there’s no doubt Dr Libby herself is a significant talent, a driving force behind the Dr Libby “brand” is her husband Chris Weaver, a Christchurch-born Kiwi she met while speaking on a week-long health retreat in Australia in 2006. “Chris is very encouraging and has a great big vision. He could see how people valued and appreciated the message I wanted to get out there. “We often joke that without him I’d still be sitting in my favourite organic café writing my first book, not just releasing my fifth.”
Dr Libby Weaver: a growing global presence in the healthy lifestyle market. When Chris Weaver made the decision to go on the health retreat, he had no idea how much his life was about to transform. “Apart from fourth form biology at Shirley Boys High I knew nothing about the body, but when we got to the end of the week I had learned so much from Libby I thought the single best thing I could do for my health was to get her to move in with me.” At the time Weaver was chief executive at Ellerslie Racecourse, where he was instrumental in turning around the fortunes of the flagging business, from the days of “instant coffee in smoky glass cups” into a summer brand that attracted the biggest crowds in 30 years. This followed long stints with Lion Nathan in New Zealand, and jobs in London with Coca Cola, Burger King, and working alongside Sir Richard Branson from his London home office to promote the London Broncos rugby league club. You couldn’t get a much more rugby, racing and beer oriented background, and Weaver admits a cheese toastie, sausage roll and coffee was a fairly standard breakfast back in his Lion Nathan days. Although obviously keen to win Dr Libby over on a personal front, the retreat also revealed her “gift” to him, especially her ease of communicating complex ideas in an “inspiring and uplifting way”. He told her that she had to write a book “immediately”, and his charm offensive wasn’t
I’m trying to wake people up to the fact that life is special and so are they, and that they should treat themselves accordingly.” too shabby either. Within six months, Dr Libby had moved to New Zealand, and the couple was later married. Weaver says the Dr Libby business “started small” to provide an income for Libby in New Zealand. They started their own publishing company and produced her first book, Accidently Overweight which was an instant success. Other titles, Rushing Woman’s Syndrome, Real Food Chef, and Beauty from the Inside Out are also bestsellers and the couple hopes for the same with the latest release, their second whole food cookbook, Real Food Kitchen. “Out of all the brands I’ve been involved with I’ve never had the chance to work with such a passionate group of loyal, core followers. We are very lucky,” says Weaver. Early last year he left Ellerslie to work full time on the Dr Libby business alongside their seven staff. He says the brand is all about “education and inspiration”, and with his extensive experience, is
able to provide the marketing expertise and business support to enable Libby to get on with writing and creating through the various mediums they employ. Weaver says the next stage of growth is to keep pushing the brand globally, something that is “hard work but a lot simpler” with today’s technology.” “Like any New Zealand based business it’s interesting and challenging to try and grow into new markets but I believe Libby’s message needs to be shared with the world.” He sees no reason why they can’t be still running the business in 40 or 50 years. “We’re very much taking a long-term perspective, as it’s so rewarding to help turn the light back on for people.” “Medical systems are going to continue to come under pressure from aging populations. “We believe it is a far better option for people to be proactive, look after their health and prevent illness now, rather than seeking a cure when it’s often too late.”
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