quality - Page 1 | WholeFoods Magazine

Lily of the Desert: Setting the Standard for Aloe Vera for More Than 50 Years

In a category where quality can vary dramatically, Lily of the Desert continues to lead by example.

February 26, 2026

WholeFoods Magazine Contributor

Lily of the Desert shares their more than 50 years of aloe expertise.

Natural drug research, Natural organic and scientific extraction in glassware, Alternative green herb medicine.

20 Herbs & Fungi Requiring Extra Scrutiny

Alkemist Labs reports that these botanicals and fungi most frequently failed its identity testing during the first half of 2024.

June 17, 2024

WholeFoods Magazine Staff

"We encourage brands to be especially careful sourcing these materials, and make sure they are tested by the most competent labs,” said Alkemist Labs CEO Elan Sudberg.

Portrait of fit black woman in sportswear holding shaker with whey protein or fresh water, working out at home.

NOW Survey Reveals Consumers' Top 4 Wellness Priorities for 2024

Plus: 6 tips for finding a trusted and quality brand when purchasing supplements.

January 14, 2024

Maggie Jaqua, Content Director

48% of respondents (48%) in a consumer survey commissioned by NOW said they are looking for supplements to boost their energy. Find out what else is in demand.

Natural Products Industry News Briefs: ADM, NutriLeads, Nutriventia, and More!

What's new in the natural products industry? Catch up on all the latest.

December 19, 2023

WholeFoods Magazine Staff

Catch up on the latest news in the natural product industry, from M&As to awards and more.

Medical pills placed on rotating table, shot with white seamless

74% of Americans Take Dietary Supplements, CRN Consumer Survey Finds

Do consumers trust the dietary supplement industry? Get the answer to that question and more.

October 31, 2023

Maggie Jaqua, Content Director

The Council for Responsible Nutrition (CRN) shared findings from its annual survey of U.S. adults, which shows people use supplements to fill nutrition gaps, as well as to support their more active and healthy lifestyles and their aspiration for optimal wellness.

NOW Testing of Bromelain Supplements Purchased on Amazon Reveals "Abysmal" Results

The goal has always been to address bad quality products in the marketplace, but NOW said this latest round of testing shows the problem is getting worse.

April 6, 2023

Maggie Jaqua, Content Director

NOW announced the latest efforts in its award-winning industry self-policing program of testing unfamiliar brands found on Amazon, with this round of testing focused on bromelain.

Finding Value and Trust in Branded Ingredients

March 19, 2020

Scott Steinford

We know the value of consumer trust and we look for ways to build it. Consumers are looking for evidence and information. The marrying of these two concepts is what has evolved into the branded ingredient offering—the ‘Intel inside.’ Branded ingredients were a relatively new concept 20 odd years ago,...

Echinacea Part 1: Wild Crafting | NOW Path to Product Quality

August 22, 2018

WholeFoods Magazine Staff

[vc_row][vc_column][vc_video link="https://www.youtube.com/watch?time_continue=2&v=O4z91hguKsM"][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]Celebrating 50 Years of Quality. From field to finished product, see how we prioritize quality at every step. In this first of three video series, follow NOW echinacea's path to product quality as the herb is wild crafted, cleaned and dried. This video was paid for and provided by NOW...

Water Water Everywhere

March 29, 2018

Simi Summer and Simi Summer, Ph.D.

How many people do you know who drink coffee non-stop or coke and sports drinks all day, but rarely touch a glass of pure water? Health experts agree that proper hydration is essential for good health. Here's why! The Earth is Made of Water Did you know that almost seventy-one...

Love Letter to an Independent

November 20, 2017

Melissa Roberson

After some 30 years, Sobsey’s Produce in Hoboken, NJ, has changed hands. Read one woman’s appreciation to learn what a quality retail relationship feels like to a customer and how it can’t be replicated by a behemoth. I first heard about Sobsey’s in church. My husband and I had just...