NOW Foods’ values and mission are very much aligned with those of its main customers, the independent health food retailer. 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. They ensure 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 stillshapes the company’s policies today. People often ask how NOW can produce quality products at such reasonable prices, and the answer is surprisingly simple: commitment. GMP certified since 2000, 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 an educated, experienced team of Quality Control & Quality Assurance experts. NOW’s modern, 250,000-sq ft facility, one of the industry’s most admired, houses six fully-functional laboratories running the most current and advanced testing equipment. Thorough testing and meticulous quality assurance ensures that NOW products are screened for contaminants, labeled accurately and of the highest possible quality.
NOW’s dedication to the customers who have made their success possible is illustrated by the company’s stellar customer service and enduring commitment to the health food channel.
Key Market Areas
NOW Foods’ main customer is, and always has been, the independent health food retailer. According to SPINS data, NOW is the #1 selling brand in the health food channel. The company’s product categories include dietary supplements, herbs, personal care, natural foods and beverages, and an array of natural sweeteners including a proprietary whole leaf stevia extract in powders and liquids.
Major Products/Service Offerings
With over 1,500 products in its catalog ranging from dietary supplements to personal care products to sports nutrition products to foods such as nuts and grains, NOW remains an anchor of the health food channel. Product categories include:
• Vitamin & Minerals, Amino Acids and Antioxidants
• Cardiovascular, Metabolic, Immune, Digestive Support Supplements
• Super Green Foods, Fiber and Herbs
• Joint, Mobility and Structural Support
• Men’s and Women’s Specialty Supplements
• Sports Nutrition, Weight Management and Protein
• Personal Care, Essential Oils and Anti-Aging
• Mental Fitness and Neural Support
• Omega-3, Nutritional Oils and EFAs
• Natural Foods, Sweeteners, Tea
NOW Food is proud that its main customer is the independent health food retailer, and is absolutely dedicated to the success and growth of natural product stores. The company has tailored many aspects of its business model to serve the needs of those retailers, providing them with a diverse selection of sales tools, including retail and consumer catalogs, banners and displays, window signs, shelf talkers and informative literature for retailers and consumers. NOW offers free telephone and web-based seminars, facility tours, an annual open house and many free e-newsletters. One of NOW’s greatest educational tools is a monthly webinar: Nutritional for Optimal Wellness. The third Monday of each month, NOW University and internationally-acclaimed author and educator Marcia Zimmerman host a 45 minute live presentation designed to teach about health through nutrition and supplementation. Visit Now-University.com to sign up. NOW is also one of the very few natural supplement companies to offer free technical support from Certified Nutritionists.
NOW Foods recently re-launched its premium all-natural personal care collect ion: NOW® Solutions. The line introduces six premium natural beauty formulas, including Antiaging, wrinkle reduction, skin repair and advance AM/PM formulas.
NOW Foods has long been known for its expertise in natural sweeteners, but recently their stevia line has been expanded with the introduction of STEVIA FSE Organic Stevia Extract that is naturally de-bittered; this is a unique and patented formulation. The most popular stevia is the packet form, similar to a traditional sugar packet. A close second to this is the liquid eye-droppers and the 1oz shaker bottles. NOW offers flavored Stevia Extract Liquids, bulk extract powder, Instant tabs and even a blend with inulin and chromium called Stevia Balance.
NOW™ Liquid Shots, relatively new and already popular, are Twist-top Liquid Shots containing guaranteed potencies of allnatural key ingredients in three great-tasting varieties: L-Carnitine 2,000 mg with Acai; B-12 10,000 and Choco Energy™. Innovative NOW Shots are perfect before physical activities, important meetings, big tests, or whenever a powerful nutrient boost is needed.
Published in WholeFoods Magazine, November 2010, updated 11/20/13