NOW | WholeFoods Magazine

Counterfeit Products Sold on Amazon Impersonating Prominent Brands

NOW reported that multiple supplements being sold on Amazon are impersonating the NOW brand as well as another prominent industry brand.

April 17, 2023

Maggie Jaqua

Multiple supplements sold on Amazon are impersonating the NOW brand, as well as another prominent industry supplement brand.

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

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.

NOW Celebrates 55 Years

The company is focused on reaching new milestones in sustainability & transparency.

February 27, 2023

Maggie Jaqua

NOW is marking a major milestone: 55 years since in business. NOW is celebrating by keeping with the company’s long-standing mission to reduce environmental impact while reaching new milestones in sustainability and transparency.

2022 Person of the Year: The Amazon.com Quality Activists

November 29, 2022

Maggie Jaqua

“Every step we take to represent consumer and independent retailer interests is rewarding.” —Karen Howard Each year, WholeFoods Magazine recognizes an individual or a group that has made a significant impact on our industry. In 2022, we are shining a light on those who have taken a stand to...

Lighting the Way on Social and Environmental Sustainability

August 23, 2022

Maggie Jaqua

WholeFoods Magazine invited companies in the natural products industry to showcase how they are going above and beyond with their environmental and social sustainability efforts. Read on for the latest efforts from companies throughout the supply chain (listed in alphabetical order), and get a glimpse at their goals for a...

NOW Honored as One of Chicago’s Best & Brightest Companies to Work For

July 28, 2022

Maggie Jaqua

Bloomingdale, IL—For the 15th consecutive year, NOW has been recognized as one of Chicago’s Best & Brightest Companies to Work For. This year, NOW is being honored as an Elite Winner in the Employee Achievement and Recognition category for the first time. This national program celebrates companies that are making better business, creating...

The Natural View: NOW Leadership Spotlight

July 26, 2022

Maggie Jaqua

NOW CEO Jim Emme shares his path to the natural products industry, and outlines the leadership tenets that make this independent, family-owned business an industry standout. For more from Jim, enjoy this leadership special. And explore all the latest news from NOW, including articles detailing NOW's industry self-policing program of testing unfamiliar...

NOW Alerts Amazon to Misleading Dietary Supplement “Quality Documentation”

June 28, 2022

WholeFoods Magazine Staff

Bloomingdale, IL—For years, NOW has been alerting Amazon that bad actors featured on the site are misleading consumers. NOW has conducted testing on brands that sell: ALA phosphatidyl serine CoQ10 SAMe quercetin curcumin NOW uncovered brands that have misrepresented ingredients and dosage. NOW's latest efforts at self-policing lesser-known dietary supplement brands...

Jim Emme, NOW

June 24, 2022

NOW Foods

NOW Founder Elwood Richard’s high standards for quality and science-based products are key guideposts for our company today. We believe in the ethos of Honesty, Integrity, and Respect in all we do as a company. —Jim Emme ...

NOW Testing of CoQ10, Quercetin in Brands Sold on Amazon Reveals "Deceptive Labeling Tricks"

May 11, 2022

WholeFoods Magazine Staff

Bloomingdale, IL—In 2017, NOW spearheaded an industry self-policing program of testing unfamiliar brands found on Amazon. Using both internal and external labs including Eurofins, researchers compare results to the packaging claims on supplement and vitamin bottles. NOW has previously tested ALA, phosphatidyl serine, CoQ10, SAMe, and curcumin. In the most recent round...