Abel Butler is CEO of HealthPost Group, a family-owned collective of natural wellness brands across New Zealand and Australia, including HealthPost, Flora & Fauna, and Nourished Life. A second-generation leader, Abel has revived two iconic Australian brands, returned the Group to profitability, and embedded B Corp values across governance, supply chains, and loyalty.
Based in Golden Bay, he co-leads the HealthPost Nature Trust, a 200-hectare restoration project near Farewell Spit. Abel is driving the Group’s “ABC” strategy (AI-first retail, Brand regeneration, and Community-powered growth) while championing ethical ecommerce, biodiversity, and resilient teams.
After BWX collapsed, Flora & Fauna and Nourished Life were nearly lost. Six months later, HealthPost CEO Abel Butler brought them back using lean tech, values-led loyalty, and an AI-curious approach. A must-read for anyone in sustainable ecommerce...