Building 9, (Sports Hub)

University of Wollongong

Wollonong, NSW 2522

Tel: +61 4 2236 9633

Fax: +612 9475 1038

© 2018 by Purely Plants


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Specialising in


Transitioning to a healthy vegetarian/vegan lifestyle
Plant-based sports nutrition

Immune optimisiation using plant-based nutrition
Weight gain
Weight loss

Optimising current vegetarian-based dietary patterns
Children & infant plant-based nutrition
Disease management using plant-based nutrition

Purely Plants


Purely Plants is a dietetic practice which exclusively advocates a ‘plant-based’ approach to eating. 


Drawing on the most recent scientific literature, we provide services to empower individuals to confidently adopt or refine a healthy, well balanced, plant-based diet. We use a plant-based diet as a vehicle to not only optimise health and prevent disease, but in some cases reverse it. 


Founder - Joel Craddock


After completing his first degree and teaching Health and Physical Education in schools across Australia and the United Kingdom, he realised he had a greater passion for science. Joel enrolled in, and completed a degree in Medical Biotechnology.

He was awarded a scholarship to work at the Children’s Medical Research Institute (CMRI) working on a protein responsible for endocytosis, which has relevance to stopping cancerous cells spreading. During this time Joel did his own research into disease and contemplated why society seemed to be getting sicker, despite all the research and advancement in pharmaceuticals and medical technology.

To obtain a formal qualification, Joel headed back to university and obtained a Masters degree in Nutrition and Dietetics. After working as a dietitian in an assortment of hospitals across the Illawarra region, he then  enrolled in a doctorate degree exploring vegetarian-based diets and their relationships with immune function and the inflammatory response. Joel is currently the lead NSW dietitian for the registered health charity 'Doctors For Nutrition'.

Outside of work and study, Joel has a passion for keeping active and enjoying time with his family. In 2011 he ran from Melbourne to Sydney raising over $58,000 for the McGrath Foundation. In 2013 he attempted to run from Sydney to Brisbane semi-supported. Recently he has turned his athletic focus to triathlon competing in Ironman distance triathlon. 


PhD Candidate (Nutrition and Dietetics)

Masters of Nutrition and Dietetics 

Strength and conditioning coach

Bachelor of Science (Medical Biotechnology)

Certificate in fitness (Cert IV)

Bachelor of Education (Physical Development and Health)