NOW has always remained true to Elwood’s original vision – to meet consumer need for health foods by offering affordable, high quality natural products. Today NOW is still owned by the Richard family and has grown to become one of the natural product industry’s most recognizable brands, providing one of the most extensive lines of natural products available. So he started his own natural products manufacturing company to supply his stores, which afforded him complete control over product cost and quality. Healthy foods wouldn’t last if no one could afford them. Chromium is a mineral that your body uses in a variety of ways, including in digestion of fats, protein, and carbohydrates. Chromium contributes to the maintenance of normal blood glucose levels. Brewer’s yeast should not be confused with nutritional. It is a rich source of B-complex vitamins, protein (providing all essential amino acids), and minerals, including a biologically active form of chromium known as glucose tolerance factor (GTF). The knowledge he acquired during this time left him a firm believer in the benefits of natural products for health and quality of life, and laid the early foundation for his life-long love of nutrition and health foods.Īfter losing customers to a local supermarket due to the high cost of his products, Elwood realized that in order for his health food stores to survive and thrive they needed to offer affordable natural products. Chromium Complex: GTF refers to Glucose Tolerance Factor. Brewer’s yeast is the dried, pulverized cells of Saccharomyces cerevisiae, a type of fungus. ![]() A degreed physical chemist, Elwood’s collegiate research had focused on enhancing physical performance through the use of healthy foods and nutritional supplements. ![]() ![]() “Health foods” were obscure and peculiar, and health food enthusiasts were broadly categorized as hippies and granola-heads.ĭuring these raw and formative early years, entrepreneur Elwood Richard started a small chain of health food stores in the Chicago area called Health House. Back in the early 60’s the health food industry was in its infancy.
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