Novak Djokovic, a prominent figure in professional tennis with an impressive 428 weeks at the top of the ATP rankings, is now venturing into the snack market. On November 1, he co-founded Cob Foods with serial entrepreneur Jessica Davidoff, a company dedicated to producing snacks and pantry staples using sorghum. This initiative was sparked by Davidoff's attempt to find a popcorn alternative for her son, who developed a severe corn allergy.
Djokovic's move into the superfood snack business is a natural progression given his public emphasis on nutrition. His personal health journey, which involved addressing gluten allergy and leaky gut syndrome in 2009 by eliminating gluten, dairy, and refined sugar, profoundly impacted his athletic capabilities. He observed significant improvements in his performance and recovery, leading him to fully embrace these dietary changes as a cornerstone of his success.
In a discussion about his new venture, Djokovic highlighted his preference for whole, nourishing foods that contribute to his well-being, both during intense training and in his daily life. He advocates for treating the body like a high-performance vehicle, fueling it with the right type of sustenance. On match days, he relies on Medjool dates for energy and his own electrolyte brand, Sila, for hydration. Off the court, he enjoys vegan, refined sugar-free dark chocolate for his sweet cravings and Cob Foods' sorghum snacks for a savory option, appreciating their simple, wholesome ingredients. His kitchen is stocked with essentials like extra virgin olive oil, quality sea salt, and fresh produce, which he uses to prepare nutritious meals and smoothies for his family.
Djokovic's commitment to optimal nutrition transcends personal boundaries, advocating for a lifestyle that prioritizes health and well-being through conscious food choices. His journey from overcoming health issues to achieving athletic greatness, underpinned by a disciplined diet, serves as an inspiring example. This expansion into the food industry reflects a broader vision to share the benefits of his nutritional philosophy, empowering others to make informed decisions about what they consume. His dedication to wholesome eating reinforces the idea that what we fuel our bodies with directly impacts our vitality and potential, echoing a positive message about embracing natural and beneficial foods for a healthier, more energetic life.