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2015 Product Sales Training Manual: NOW Foods


NOW Foods Logo

244 Knollwood Dr., Bloomingdale, IL 60108
Phone: (630) 545-9098; (888) 669-3663
Fax: (630) 790-8019
Email: sales@nowfoods.com
Website: www.nowfoods.com

Empowering People to Lead Healthier Lives

NOW Foods’ values and mission are very much aligned with those of its key customers—independent health food retailers. Although the company, founded in 1968 by Elwood Richard, has grown to become one of the industry’s largest manufacturers, NOW is still owned and run by the Richard family. The family ensures the company fulfills its original mission: to provide value in products and services that empower people to lead healthier lives. Elwood Richard’s core belief, that high-quality health products should not be a luxury available only to the wealthy, still shapes the company’s policies today.

Essential Oils group
Essential Oils group

Products

NOW’s product categories include dietary supplements, herbs, pet supplements, personal care, essential oils, natural foods and an array of natural sweeteners. According to SPINS data (April 2015), NOW is the No. 1 selling amino acid brand in the health food channel, No. 1 in the miscellaneous category (CoQ10, ALA, etc.), No. 2 in the sports nutrition category, and NOW Solutions is No. 1 in Body & Massage Oils.

NOW Foods introduced a new supplement label in March 2015, and will be rolling out the updated label throughout the year. The new label is more user-friendly, contemporary and natural looking. There is a distinct color and image used for each product category, creating a stronger shelf presence and making it easier for consumers to quickly discern the category to which a product belongs and for which condition or body system it’s intended.

NOW is also launching a new line of pet supplements. NOW Pets supplements are made with natural, organic and non-GMO (genetically modified organism) ingredients and formulated under the guidance of renowned holistic veterinarian Dr. Barbara Royal. These high-quality supplements—including Joint Support, Relaxant, Omega-3, Joint/Skin/Coat and Lysine—address today’s most common pet health concerns.

NOW’s essential oils have become very popular in recent years. They offer a large selection of pure essential oils, organic essential oils and essential oil blends, in addition to ultrasonic diffusers. From raw material selection to testing and processing, every care is taken to ensure high-quality oils. Essential oils offer boundless versatility and can be used in a number of ways to enrich the quality of life. From aromatherapy and massage to personal care and household applications, they can serve as wonderful additions to any home or lifestyle. Learn more here: www.nowfoods.com/personal-care/products/aromatherapy/.

Research & Quality

Every phase of the manufacturing process, from the purchase and delivery of raw materials, to the packaging and shipping of products, follows strict procedures overseen by a highly trained, experienced team of experts. NOW’s state-of-the-art manufacturing facilities in Illinois and Nevada feature complete quality assurance and quality control systems and processes, and both locations are GMP (good manufacturing practice)-certified and “A-rated” by the Natural Products Association (NPA). NOW performs more than 16,000 analyses and tests each month. The company tests each of its incoming raw materials and ingredients, in-process ingredients and finished products, and it tests to meet cGMP standards. NOW tests ingredients for these key attributes—identity, purity, potency and composition. Very few natural products manufacturers perform finished product testing in-house due to the exorbitant cost and investment required. This commitment to testing and meticulous quality assurance ensures that NOW products are screened for contaminants and adulterants, labeled accurately and of the highest possible quality.

Merchandising Tips/Materials

NOW offers an online training program designed exclusively for its retail customers, in addition to an array of free tools designed to help them be more successful, including signs, shelf talkers, educational brochures, etc. Visit www.nowfoods.com/retailers to get started.

NOW Solutions offers a free essential oil wood rack display for retailers that holds up to 60 bottles, including testers. Seasonal essential oil recipe tear pads are also available for free.

Dos & Don’ts

Do be familiar with the laws regulating dietary supplements. Dietary supplements are allowed to impact the structure and function of the body, such as “supports joint health” or “supports heart health.”

Don’t make drug or disease claims. Legally, dietary supplements cannot claim to treat, prevent, or cure diseases.

Do be able to explain how the dietary supplements industry is regulated, because the “unregulated” myth appears in the media all the time.

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