Paul nurtured his fledgling business until 1960 when his son, Elwood Richard, inherited part ownership in Fearn Soya. Elwood adopted his father’s ideals on health and wellness, including his vision of making quality supplements and natural foods available to the public at affordable prices. Elwood opened the first of the many Fruitful Yield retail stores, which are now in the Chicago area and devoted to natural products. As time passed, both Fearn-Soya and the company’s retail chain grew and prospered under Elwood’s leadership.
As the industry continued to evolve, Elwood was surprised to find Fearn products in a local supermarket sold at prices lower than his own store. He realized that he must change his business strategy to compete with the larger retail chains. Elwood vowed that high prices would never again drive customers from health food stores. It was time for a health food store committed to courteous service, in-depth knowledge of natural products, and better nutritional value at affordable prices.
Elwood began manufacturing his own supplements to increase savings that he could then pass along to the consumer. These products were labeled under the NOW® brand, which today stands for Nutrition for Optimal Wellness. NOW’s values define the original vision of Paul Richard, and hold true to this day. This commitment is reflected in NOW’s mission; to provide value in products and services that empower people to lead healthier lives.
From these humble beginnings, NOW has grown from a budding regional brand, to one of the most successful and respected manufacturers within the Natural Products Industry. Today, NOW manufacturers and distributes over 1,600 products, including nutritional supplements, natural foods, sports nutrition, personal care, herbal extracts, essential oils, natural sweeteners, literature, and retail supplies.
NOW is, and always has been, loyal to the health channel. In this vast, highly competitive marketplace, it is more important than ever that quality nutritional products be sold by those with a comprehensive knowledge and understanding of natural vitamins, herbs, and functional foods. Retailers, health practitioners, and their staff are knowledgeable about dietary supplements and have the resources to offer personalized service to help consumers realize health through supplementation. Their genuine concern for health and well-being closely mirrors our own, and this mutual vision has been vital in the relationships that we have established over the years.
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