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2011 Manufacturer Of The Year

by VRM Media | July 1, 2011

WHile Vitamin Retailer is known for celebrating retailers, during each of the past five years, the staff has sought to recognize manufacturers that go above and beyond by bestowing them with the coveted Manufacturer of the Year title. Over the course of the year, we research companies serving the dietary supplement industry, seeking to see how they stand apart in several key areas: quality, leadership in science and innovation, respect for the environment and dedication to retailers and the industry as a whole.

This year, the team feels it picked a company that raises the bar in all that it does—educational efforts, product development, ingredient sourcing, environmental work and improving children’s health. Natural Vitality is a consistent VR Vity winner, award winning magazine publisher, industry supporter and, ultimately, producer of quality natural products.

Beginnings in Health Foods

In the mid-1980s, Peter Gillham’s nutritional research led to the identification of a growing number of magnesium deficiencies as well as a general lack of knowledge of this vital mineral. This resulted in his formulation of the popular water-soluble magnesium supplement now known as Natural Calm®. Gillham founded Natural Vitality in 1995. By the turn of the century, Natural Calm was available in health professional offices across the nation. Soon consumers started requesting Natural Calm at their local health food stores and Natural Vitality entered the natural retail channel.

In 2003, Ken and Susan Whitman, principles of the marketing/advertising agency Whitman-Hall, began working with Natural Vitality as a client. The Whitmans took on roles of greater responsibility and in 2007, they focused their efforts entirely on Natural Vitality, not only becoming president and executive vice president, respectively, but also board members of the company.Since 2007, Natural Vitality has enjoyed excellent growth, allowing Gillham to step down from management concerns and to operate as a consultant for the company. Natural Calm is in its fifth year of being the best-selling magnesium supplement in the natural channel (reference SPINS) and the company also has top-selling products in the categories of calcium formulations, liquid multis and children’s liquid multis.

Environmental Connection

Emerging from the core belief of the executives and staff of Natural Vitality that you can’t be truly healthy in an unhealthy environment, the company launched its Natural Revitalization environmental action initiative (now in its fifth year) along with its multi-award Winning magazine Organic Connections. The magazine and its website provides the company with the opportunity to highlight what others are doing to improve the world. “We find these features both inspiring and empowering. It’s our way of reaching out and being a part of a broader conversation,” said Natural Vitality President Ken Whitman. “Last year, Summit International Awards honored Organic Connections magazine with its Summit Emerging Media Leader Award in the Green Marketing Website category.”

The company’s research reflects its environmental interests. “Research plays an important role for Natural Vitality,” said Whitman. “It was research that resulted in the initial development of Natural Calm as well as the companies other liquid formulations. We don’t confine our research to products only, as we also have a great interest in the role minerals play in agriculture—specifically, getting more natural mineral content into the food we eat daily.”

Whitman said he believes it’s important to keep theoretical research grounded in practical results. “To this end we combine biochemical research with input from qualified health care professionals, retailers and consumers. We’ve also been testing our products with elite competitive athletes with results so positive that we’ve opened up a vertical sports market.”

Taking Things Personally

What is unique about Natural Vitality’s manufacturing process, according to Chief Operating Officer Justin Farmer, is that it has never strived to have an extremely large product line. “Rather, we focus on creating products we think consumers will benefit from and then work to create that product in a form we would like to take it—using many of the same branded ingredients that we personally supplement with,” Farmer said. “We are also huge advocates of organic ingredients and, therefore, we try to incorporate as many organic ingredients into our products as we can. These two simple items alone— using industry-leading raw materials in our manufacturing and organic ingredients when possible—may add significant manufacturing costs, but they pay dividends in product credibility, efficacy and customer loyalty. Another key factor in our manufacturing is that we personally use the products that we create ourselves and, let’s face it, supplementing is always easier when the product is a positive experience. All our products have to meet our high standards before we recommend them to anyone else.”

While Natural Vitality faces many of the same industry challenges in sourcing raw materials as any supplement manufacturer, Farmer said he believes that because the company and products are not driven by the bottom line, it is a bit simpler for them. “The old adage of ‘you get what you pay for’ is also very true in buying raw materials; if we want an industry-leading product, it really does help to start with industryleading Raw materials,” he said. “A perfect example is citric acid, most of which is derived from corn (and that almost guarantees that it is GMO). Our solution was to find a manufacturer that could give us a non GMO derived supply of citric acid, which eventually led us to purchase a citric acid produced using sugar beets.”

Soil Health

The key to Natural Vitality’s Natural Revitalization environmental action initiative is the company’s belief that you can’t be truly healthy in an unhealthy environment, explained Whitman. “This means that we, as a supplement company, must be proactive in helping to bring about a healthier world. This leads us into a broader involvement. We are, of course, very interested in the subject of nutrition.”

As the company’s staff became more aware that soil has become depleted of its mineral content—partially as a natural phenomenon, but largely due to industrial agricultural practices—they became very involved with a group Called Remineralize the Earth (www.remineralize. org) and its offshoot the Real Food Campaign, now called the Bionutrient Food Association. Soil remineralization creates fertile soils by returning the minerals to the soil much the same way the earth does: by weathering of minerals from rocks. Poor soils have been regenerated into highly productive systems through the practice of soil remineralization, according to Whitman.

“This is very exciting because it involves farmers teaching farmers techniques of growing nutrient-dense produce,” he said. “The results of applying biological farming methods are fruits and vegetables higher in nutrient content, more pest resistant, healthier and, importantly, much tastier. We believe it’s important to pursue this so that these nutrient-dense foods become broadly available to consumers. We’ve tasted them and it’s some of the best organic food you’ll ever eat.”

While some of the Natural Revitalization nonprofits change from year to year, Whitman said the cornerstone of the company’s charitable focus is Remineralize the Earth. “We are one of the major and few (if not only) longtime sponsors of nutrientdense agriculture,” he explained. “At the end of the day, we’re passionate. We love our industry and we believe that sound nutrition is the remedy for most of what ails man. This is a time for change. The old chemical-industrial society is giving way to a world where we use our knowledge to live in harmony with nature. It’s a very exciting time and we’re happy to work alongside others to help realize our natural potential as a civilization.”

Children’s Health

Along with Remineralize the Earth, Natural Vitality has offered its support to several other non-profit organizations, including Center for Food Safety, American Forests Global ReLeaf Program, Slow Food USA, Organic Farming Research Foundation, Frontera Farmer Foundation and Conservation International. The company is also a founding supporter of Farm Forward. In the past, the company sponsored Marathon Kids, which helps nearly 200,000 children in nine cities become more physically active and aware of what they eat and how to grow food.

“Children’s health is one of the most serious issues we face,” said Whitman, noting that the epidemic not only of obesity and diabetes, but also of allergies is something that we as a culture must address. “With this in mind, we launched a website, Natural Vitality Kids (www.naturalvitalitykids.com), which is devoted to children. We cover health issues along with positive and empowering features to help parents understand the issues, and benefit from good products and services that are available.”

Working for Natural Vitality

Rick Hand recently joined Natural Vitality as vice president of sales after Serving as associate publisher for 11 years with New Hope media company.

“I am honored and privileged to be working for one of the industry’s leading manufacturers of health and nutrition products,” said Hand. “Natural Vitality’s passion for retail and consumer education, and its purpose-driven philosophy align with my strict core values and business ethics. The phenomenal success of the company and its products speak to its deep commitment to provide unique, effective solutions while prioritizing the needs of their customers. Natural Vitality is a great role model for our industry to emulate.”

Noting the parallels in his personal life, Hand added, “As the father of two beautiful girls, I have learned to listen first, offer help when and where necessary, and always be a role model in what you say and do.”

Retail Connection

Natural Vitality reaches out to retailers with an active program of distributing consumer educational literature both in stores and online. The company is also involved in continual sampling and demo programs to support retailers. “Beyond this, we believe that education goes further than our products,” said Whitman. “To this end, we put a lot of effort into making people aware of issues, both positive and negative, that impact Them. We do this through our publishing efforts with Organic Connections, and the website with its weekly web features as well as through naturalvitalitykids.com and naturalvitalitysports.com.”

Going forward, the company will progress as it has grown: thoughtfully. “We will introduce new products when there is a need and when we believe we have something unique to offer,” Whitman predicted. “We will continue to concentrate in providing premium support to our retailers and are putting even more resources into this area. We will continue to support the industry and do whatever we can in all of the areas of our involvement to help bring about the new natural civilization that we and our children deserve.”

“The first Natural Vitality product I ever used was Natural Calm. I had suffered with insomnia for years, and Calm totally handled it. I started putting my patients on Calm for several different problems and they got fantastic results. When Natural Vitality developed new products, I would personally try each one. I experienced how they worked on my and saw what they did for my family and patients.

“What makes Natural Vitality an important addition to the natural products industry first is its products work. Second, because it offers what I like to call “broad spectrum products.” Look at Natural Calm as an example: it is pure magnesium citrate and everybody needs magnesium for over 350 different functions. Taking Calm supports all of those functions, as opposed to lets say a liver detox product, which may be good, but it is primarily only addressing one body function. I like to use broad-spectrum products. I give them to my patient and let their body use them where it needs it.

“My practice is in two parts. At my clinic,we see people that fly to us from Europe, Asia and across the U.S. They have serious neurological issues like strokes, MS and severe, unrelenting pain. The second part of my practice is helping athletes compete to the best of their ability. For example, 43 of the athletes that I worked with in 2007 and 2008 competed in the Beijing Summer Games. They won 20 medals (10 Gold, five Silver and five Bronze).With that type of practice, I need nutritional products that really work, and work fast. I stake my patient’s health,my athlete’s performance and my reputation on Natural Vitality’s products.”

— Dr. David Pascal, DC, Director of the Health Institute of North Carolina, Consultant and Spokesperson for Natural Vitality

“I have been a spokesperson for Natural Vitality for three years. I have used their products for patients and myself for more than eight years.

“I believe that the company is committed to creating the highest quality products,which means delivering results and is sustainably produced … healthy for you, healthy for the environment.”

“The product Natural Calm just worked better than anything I had tried for my patients and myself. I’ve gotten to know the company; their mission, how they produce the products and their commitment to health for all at no cost to anyone or the environment is admirable. They raise the bar for what quality and health mean.”

— Ashley Koff, RD, Celebrity Dietitian and Spokesperson for Natural Vitality

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