Bruce McMullin founded Sibu in 2003 after series of events led him to Calcutta, India where he crossed paths with an ayurvedic specialist in Chinese plants and herbs. In passing, this expert mentioned a powerful holy fruit, the Sea Buckthorn berry.

From there McMullin's quest took him to new heights, figuratively and literally, as he journeyed to some of the most remote locations of the Himalayas to find the superior source of Sea Buckthorn that is the foundation for all Sibu products.

In addition to being a successful entrepreneur, Bruce has a thirteen-year history of philanthropic efforts worldwide serving as executive chairman of Choice Humanitarian.