By Sean Moloughney, Editor10.22.24
Year Founded: 1969
Website: www.naturesway.com
Headquarters: Green Bay, WI
Number of Employees: 500 – 1,000
Parent Organization: Dr. Willmar Schwabe GmbH & Co. KG
Key Personnel:
• Cees Talma, Chief Executive Officer
• Laura Chamberlain, Chief Customer Officer
• Andrew Hartshorn, Chief Marketing Officer
• Travis Borchardt, VP of Product Integrity and Compliance
Company Description/Mission: “Nature’s Way believes nature is the ultimate problem solver. For over 50 years, we’ve looked to the natural world for inspiration. We formulate and manufacture highquality vitamins and supplements to help everyone find their way to wellness and reach their full potential. For us, it’s about more than products — it’s about helping others embrace wellness from the inside out. We have a passion for health, both for ourselves and for the people who make our products a part of their life.”
Key Products and Brands:
• Alive!
• Fortify / Pearls
• Sambucus
• Umcka
• Integrative Therapeutics
Nature’s Way was founded in 1969 when founder Tom Murdock turned to herbs to support his family’s health. Acquired in 2003 by Dr. Willmar Schwabe GmbH & Co. KG, Nature’s Way has continued its legacy rooted in high-quality herbs.
Nature’s Way has been committed to creating “nature-inspired products” for over 50 years, boasting one of the most extensive plant-derived portfolios in the dietary supplement industry, noted Laura Chamberlain, chief customer officer at Nature’s Way.
“With over 500 products supporting wellness, our formulas are based on nature and science, incorporating ingredients ranging from botanicals to vitamins identical to those found in nature. Many of our products are also certified USDA Organic, further showcasing our commitment to transparency and quality.”
Nature’s Way was the first company “to create standardization around herbs, and we continue to uphold those unwavering high standards today,” Chamberlain said. “Younger consumers are increasingly engaging with herbal solutions, which gives us a great sense of pride and excitement for the future.”
Chamberlain noted a focus on digestive and gut health, along with increased interest in products aimed at improving mood and calmness, as more people prioritize mental wellness.
“Products targeting mood, stress reduction, alertness, and mental wellbeing are moving to the forefront,” she said. “As Nature’s Way has done for 50 years, we will continue to draw inspiration from the power of nature to create products that support both physical and mental wellbeing.”
The company recently underwent a brand “revitalization,” noted Chamberlain. “We are making it easier for consumers to find the right vitamins and supplements by recategorizing our offerings by need state. Behind the scenes, exciting innovations are in the works, and the brand is exploring various category expansions.”
• Sambucus Zero Sugar Immune Gummies offer high potency vitamins C and D3, zinc, and highly concentrated, premium black elderberry extract;
• Alive! Zero Sugar Women’s Gummy Multivitamin is made with 12 vitamins and minerals for women’s wellness, including vitamins A, B, C, D3, E, zinc, and biotin.
• Alive! Zero Sugar Men’s Gummy Multivitamin is also formulated with vitamins A, B, C, D3, E, biotin, and zinc, as well as a proprietary food-based Orchard Fruits & Garden Veggies powder blend.
The company also introduced three new gummy vitamins:
• Quick Calm Gummy: Formulated with fast-acting L-theanine, the product works within 30-60 minutes to promote relaxation and calm without daytime drowsiness.
• 3-in-1 Probiotic Gummy: Formulated with 2 billion CFU of clinically studied probiotic Unique IS-2 per two-gummy serving, the product supports digestive regularity, promotes vaginal health, and reduces occasional bloating.
• Magnesium Gummy: Formulated with high absorption magnesium citrate to promote a calm, balanced mood, this gummy has customizable dosing options. One gummy supports muscle, heart, and nerve function. Taking three gummies helps promote a sense of calm, support a balanced outlook, and manage stress.
Education and Innovation
Demand for natural health products will continue to grow as consumers become more educated about potential benefits, said Chamberlain.
“Today’s consumers are more informed and engaged than ever before, but ensuring that the information they consume is accurate is critical,” she said. “We believe that consumer education, combined with offering highly trusted products, is essential as more people seek natural alternatives for their health and wellness needs.”
In terms of public health, natural products can play “a complementary role” by providing consumers with options that support preventive care and overall wellbeing, she added.
As technologies like AI advance, Nature’s Way will be able to move faster in the “test-and-learn phase of innovation,” she noted, while gaining additional insights to help determine the right focus and product launch options.
Quality Assurance: The company operates a state-of-the-art facility equipped with industry-leading technology, and all Nature’s Way products have ISO accreditation.
“Our multi-million-dollar quality control lab is staffed with experienced chemists and microbiologists who ensure that products maintain consistent quality across each batch,” Chamberlain noted.
“This rigorous quality control is crucial for meeting consumer expectations and ensuring that every formula performs as intended, helping consumers effectively fill their nutritional gaps.”
Safety Standards: Knowing how and where a product is sourced and produced is essential for safety. Therefore, Nature’s Way tests to verify its sources to prevent any variations and to guarantee that products are safe for consumers.
Leadership: “We believe that by setting a high standard for quality and safety, we can inspire industry-wide improvements,” said Chamberlain. “If we do better, others will follow, leading to safer, more reliable products across the market. A collective industry-wide effort will support consumer confidence — they’ll know that the products on store shelves and in their homes are the best for themselves and their families.”
Examples of the company’s “Internal Excellence and Third Party Verified Operations” include:
• FDA Drug & Supplement GMP Inspected
• ISO 17025 Accreditation — Testing and Calibration Laboratories — the company’s internal labs are accredited
• NSF GMP Certification
• USDA Organic Certified
• Non-GMO Project certification
• Gluten Free certification
To maintain transparency in quality control, the company uses written purchasing specification documents as a contract between suppliers and Nature’s Way. These documents specify the exact quality control tests to be conducted, the test methods to be used, and the acceptable and reject limits to maintain. Tests cover identity, bioactive potency, and contaminants such as heavy metals, pesticides, residual solvents, microbes, and aflatoxins, as well as moisture and particle size.
“We were the first branded herbal dietary supplement company to require all herbal ingredient suppliers to provide a representative sample of the whole plant starting material (including the root, stem, flower, and leaves) with each batch of herbal dietary ingredient powder or powdered extract,” said Chamberlain. “We conduct macroscopic and microscopic evaluations of this starting material to ensure the correct genus, species, and plant part are used.”
Website: www.naturesway.com
Headquarters: Green Bay, WI
Number of Employees: 500 – 1,000
Parent Organization: Dr. Willmar Schwabe GmbH & Co. KG
Key Personnel:
• Cees Talma, Chief Executive Officer
• Laura Chamberlain, Chief Customer Officer
• Andrew Hartshorn, Chief Marketing Officer
• Travis Borchardt, VP of Product Integrity and Compliance
Company Description/Mission: “Nature’s Way believes nature is the ultimate problem solver. For over 50 years, we’ve looked to the natural world for inspiration. We formulate and manufacture highquality vitamins and supplements to help everyone find their way to wellness and reach their full potential. For us, it’s about more than products — it’s about helping others embrace wellness from the inside out. We have a passion for health, both for ourselves and for the people who make our products a part of their life.”
Key Products and Brands:
• Alive!
• Fortify / Pearls
• Sambucus
• Umcka
• Integrative Therapeutics
Nature’s Way was founded in 1969 when founder Tom Murdock turned to herbs to support his family’s health. Acquired in 2003 by Dr. Willmar Schwabe GmbH & Co. KG, Nature’s Way has continued its legacy rooted in high-quality herbs.
Nature’s Way has been committed to creating “nature-inspired products” for over 50 years, boasting one of the most extensive plant-derived portfolios in the dietary supplement industry, noted Laura Chamberlain, chief customer officer at Nature’s Way.
“With over 500 products supporting wellness, our formulas are based on nature and science, incorporating ingredients ranging from botanicals to vitamins identical to those found in nature. Many of our products are also certified USDA Organic, further showcasing our commitment to transparency and quality.”
Nature’s Way was the first company “to create standardization around herbs, and we continue to uphold those unwavering high standards today,” Chamberlain said. “Younger consumers are increasingly engaging with herbal solutions, which gives us a great sense of pride and excitement for the future.”
Chamberlain noted a focus on digestive and gut health, along with increased interest in products aimed at improving mood and calmness, as more people prioritize mental wellness.
“Products targeting mood, stress reduction, alertness, and mental wellbeing are moving to the forefront,” she said. “As Nature’s Way has done for 50 years, we will continue to draw inspiration from the power of nature to create products that support both physical and mental wellbeing.”
The company recently underwent a brand “revitalization,” noted Chamberlain. “We are making it easier for consumers to find the right vitamins and supplements by recategorizing our offerings by need state. Behind the scenes, exciting innovations are in the works, and the brand is exploring various category expansions.”
New Products
In 2024, Nature’s Way launched zero-sugar versions of its most popular gummy vitamins featuring plant-based sweeteners like monk fruit extract and stevia extract, with no sugar alcohols.• Sambucus Zero Sugar Immune Gummies offer high potency vitamins C and D3, zinc, and highly concentrated, premium black elderberry extract;
• Alive! Zero Sugar Women’s Gummy Multivitamin is made with 12 vitamins and minerals for women’s wellness, including vitamins A, B, C, D3, E, zinc, and biotin.
• Alive! Zero Sugar Men’s Gummy Multivitamin is also formulated with vitamins A, B, C, D3, E, biotin, and zinc, as well as a proprietary food-based Orchard Fruits & Garden Veggies powder blend.
The company also introduced three new gummy vitamins:
• Quick Calm Gummy: Formulated with fast-acting L-theanine, the product works within 30-60 minutes to promote relaxation and calm without daytime drowsiness.
• 3-in-1 Probiotic Gummy: Formulated with 2 billion CFU of clinically studied probiotic Unique IS-2 per two-gummy serving, the product supports digestive regularity, promotes vaginal health, and reduces occasional bloating.
• Magnesium Gummy: Formulated with high absorption magnesium citrate to promote a calm, balanced mood, this gummy has customizable dosing options. One gummy supports muscle, heart, and nerve function. Taking three gummies helps promote a sense of calm, support a balanced outlook, and manage stress.
Education and Innovation
Demand for natural health products will continue to grow as consumers become more educated about potential benefits, said Chamberlain.
“Today’s consumers are more informed and engaged than ever before, but ensuring that the information they consume is accurate is critical,” she said. “We believe that consumer education, combined with offering highly trusted products, is essential as more people seek natural alternatives for their health and wellness needs.”
In terms of public health, natural products can play “a complementary role” by providing consumers with options that support preventive care and overall wellbeing, she added.
As technologies like AI advance, Nature’s Way will be able to move faster in the “test-and-learn phase of innovation,” she noted, while gaining additional insights to help determine the right focus and product launch options.
Safety & Quality
Key areas of focus at Nature’s Way, include quality, safety, and leadership. “We source the highest quality botanical ingredients from trusted suppliers around the globe. Our commitment goes beyond a single ingredient or certification — it involves meticulous sourcing and stringent manufacturing practices to ensure every batch meets our high standards,” said Chamberlain.Quality Assurance: The company operates a state-of-the-art facility equipped with industry-leading technology, and all Nature’s Way products have ISO accreditation.
“Our multi-million-dollar quality control lab is staffed with experienced chemists and microbiologists who ensure that products maintain consistent quality across each batch,” Chamberlain noted.
“This rigorous quality control is crucial for meeting consumer expectations and ensuring that every formula performs as intended, helping consumers effectively fill their nutritional gaps.”
Safety Standards: Knowing how and where a product is sourced and produced is essential for safety. Therefore, Nature’s Way tests to verify its sources to prevent any variations and to guarantee that products are safe for consumers.
Leadership: “We believe that by setting a high standard for quality and safety, we can inspire industry-wide improvements,” said Chamberlain. “If we do better, others will follow, leading to safer, more reliable products across the market. A collective industry-wide effort will support consumer confidence — they’ll know that the products on store shelves and in their homes are the best for themselves and their families.”
Examples of the company’s “Internal Excellence and Third Party Verified Operations” include:
• FDA Drug & Supplement GMP Inspected
• ISO 17025 Accreditation — Testing and Calibration Laboratories — the company’s internal labs are accredited
• NSF GMP Certification
• USDA Organic Certified
• Non-GMO Project certification
• Gluten Free certification
Transparency & Trust
Transparency is fundamental to Nature’s Way, said Chamberlain, “because it ensures the safety, quality, and trustworthiness of our products. We believe that transparency starts at the source, which is why we guarantee that all botanicals are grown and harvested using Good Agricultural Practices. Our team regularly visits sites where herbs are cultivated, wild harvested, extracted, and processed into finished dietary ingredients to verify adherence to these standards.”To maintain transparency in quality control, the company uses written purchasing specification documents as a contract between suppliers and Nature’s Way. These documents specify the exact quality control tests to be conducted, the test methods to be used, and the acceptable and reject limits to maintain. Tests cover identity, bioactive potency, and contaminants such as heavy metals, pesticides, residual solvents, microbes, and aflatoxins, as well as moisture and particle size.
“We were the first branded herbal dietary supplement company to require all herbal ingredient suppliers to provide a representative sample of the whole plant starting material (including the root, stem, flower, and leaves) with each batch of herbal dietary ingredient powder or powdered extract,” said Chamberlain. “We conduct macroscopic and microscopic evaluations of this starting material to ensure the correct genus, species, and plant part are used.”
