With a passion for children’s health and a background in clinical nutrition, Bay of Plenty-based Gina Urlich has built a career around one powerful mission: helping parents nourish their children in the most natural, meaningful way. A mother of four and founder of Odi Nutrition, Gina blends evidence-based expertise with real-life parenting insight to create wholefood nutrition solutions that support babies’ Optimal Daily Intake. Even while undergoing treatment for Stage 4 cancer, her purpose hasn’t wavered. For this week’s Friday Muse, we spoke with Urlich about resilience, reimagining baby food, and the deeper drive behind everything she creates.
In conversation with Gina Urlich
Let’s get up to speed. Please tell us a bit about you and your career to date.
I began my career as a nurse and later transitioned into clinical nutrition, working in private practice with a special focus on women’s health and infant nutrition. Over time, I became deeply passionate about addressing one of the most pressing social issues of our time, improving the health of the next generation. This led me to create Odi Nutrition, a brand dedicated to supporting families through evidence-based, nourishing food solutions.
You launched Odi from your kitchen table, with your own children as taste testers. What inspired you to create this brand?
Cooking has always been my love language; it’s how I care, connect, and show up for the people I love most. From the earliest days of motherhood, I found myself in the kitchen trying to pour all my intentions into every meal. Food became more than just fuel; it was a way to nurture growing bodies and lay the foundation for lifelong health.
With four children, my kitchen has been a constant hive of chaos, curiosity, and honest feedback. They’ve been my taste testers from day one. Some early creations were met with raised eyebrows (especially anything too green or too “earthy”), and others were devoured with sticky fingers and big “yums”. I learned quickly what worked and what didn’t, and more importantly, I learned how to sneak liver into a meatball without anyone noticing.
But as I searched for convenient options on the supermarket shelves, I was struck by how few products actually supported children’s nutritional needs. The children’s food space is largely unregulated, and it was clear that many brands were prioritising profit over health. Despite the clever marketing, most products lacked the integrity or ingredients I’d ever feel good about giving to my own kids.
That’s what lit the fire for Odi.
I wanted to create something different, something that honoured both the science and the soul of nutrition. A product line rooted in clinical knowledge, but also shaped by the lived experience from my kitchen. Real food, made with real purpose. Products that reflect the same care and intention I bring to my own family’s table.
Your cancer diagnosis came at a time when the brand was gaining momentum. What has it meant to continue working on Odi while navigating your own health journey?
When I was diagnosed, I made the conscious decision to step back and focus on my healing. Now, I’m in a really good place to continue building Odi with renewed energy and purpose. My medical and nutritional background has been instrumental in supporting my recovery, and it’s only deepened my passion for this work.
What’s been the most rewarding moment so far in building Odi whether a breakthrough product, a message from a parent, or something more personal?
When a parent reaches out and says, “This helped my child,” it stops me in my tracks, every time. That’s the heart of why I started. Those moments remind me that this isn’t just a business, it’s real families, real lives, and real change. It means everything.
Sometimes I’ll be walking through the supermarket with my kids, and I’ll catch a glimpse of our products on the shelves. I still get that little jolt, part wonder, part disbelief. What began as a quiet idea, a deep knowing in my heart, somehow turned into something tangible, something reaching homes all over the country. And I think to myself: We did that. It’s humbling, it’s surreal, and it’s one of the greatest privileges to work on something I’m so passionate about.
Who or what is inspiring you creatively at the moment?
My four children are my greatest inspiration. The way they face new challenges with such boldness and wonder reminds me to lead with the same courage and curiosity in my own work, to stay open, keep learning, and never lose sight of the “why” behind it all.
Dr. Libby is also a huge inspiration to me. Her ability to elevate the conversation around health in our country, and her unwavering passion for education and empowerment, continues to influence me both professionally and personally.
Do you have a go-to ritual or activity that helps you recharge and de-stress?
Vedic meditation is my anchor, it gives me the space to reconnect with myself, reset, and come back to what really matters. As a working mum, it’s not a luxury, it’s a lifeline. I’ve come to deeply believe in the power of mindset and visualisation, not just for creating the life we dream of, but for nurturing our health from the inside out. Our nervous system is at the heart of it all, so I make a conscious effort to care for mine. Whether it’s a quiet walk in nature, journaling in the early morning, or simply letting myself be still for a few moments, it’s these little rituals that keep me grounded and well.
How would you describe your personal style, and what influences it the most?
I’m definitely a jeans and cozy knit kind of girl, comfort is always my starting point but that doesn’t mean compromising on style. I love feeling good in what I wear, not just physically, but emotionally too. I’m naturally drawn to beautiful, lived-in textures, soft linen, chunky knits, and natural fibres that feel like a second skin. My style leans towards a relaxed, boho-inspired aesthetic, but always with a touch of polish. It’s where ease meets elegance. I love that quiet confidence that comes from wearing pieces that truly reflect how you want to feel.
My dream everyday outfit – A chunky Marle knit layered over Muse denim, finished with a pair of Moochi boots. These pieces strike that perfect balance of effortless, elevated, and endlessly wearable.
Quick-fire questions
The next item on my wardrobe wishlist is…A Caitlin Crisp woollen jacket that looks gorgeous but feels like a warm hug.
My favourite place to dine…Craggy Range for fancy or Lot2 for really good chai & wholefoods.
My next holiday destination… Fiji.
My guilty pleasure is… Mushroom coffee with organic cream every single day!
My style icon is… Sienna Miller. Effortlessly blends boho with modern minimalism.
Three beauty products I can’t live without… Aleph Foundation, Mukti Queen of the Night Cream, and James Eye Masks.
