By Sean Moloughney, Editor10.22.24
Year Founded: 1982
Website: www.newchapter.com
Headquarters: Brattleboro, VT
Number of Employees: 196
Parent Organization: Procter & Gamble
Key Personnel:
• Blaine Streisand, CEO
Company Description/Mission: “New Chapter is a Vermontbased vitamin and supplement company with a deeply held mission to deliver the wisdom of nature to nourish body, mind, soul, and Mother Earth. Since 1982, they’ve been guided by nature: what we believe is the ultimate source of good health. They take all of Nature’s wisdom and combine it with brilliant combos of the finest ingredients, the strongest science, and time-honored traditions like herbalism and fermentation. The result? Masterfully crafted formulas that work in harmony with your body. Follow Nature’s lead to better health!”
Key Products and Brands:
• Fermented Multivitamins: Every Woman’s One Daily Multivitamin
• Bone-Strengthening Plant Calcium: Bone Strength Take Care
• Supportive Minerals: Magnesium + Ashwagandha
• Gut-Healthy Probiotics and Fiber: All-Flora Probiotic and Organic Fiber Gummies
• Pure & Potent Herbs: Zyflamend
• Heart-Healthy Omegas: Wholemega Wild Alaskan Fish Oil
Founded by Paul and Barbi Schulick in 1982, New Chapter was established as an organic vitamin and supplement company. Procter & Gamble acquired the company in 2012, and two years later New Chapter became the first major vitamin and supplement company to become a certified B Corp, defining success in terms of people, planet, and profit.
The Schulicks left the company in 2018 due to reported differences in vision and strategy. However, New Chapter remains one of the most recognized dietary supplement brands in the natural products marketplace, and has said it’s committed to product quality, sustainability, and regenerative agriculture.
New Chapter is among the first vitamin brands to meet the Upcycled Certified standard. Starting in the spring of 2025, the company’s Wholemega line of fish oil from wild salmon and its once-daily Omega-3 Complex will bear the Upcycled Certified mark, which identifies products that use surplus food or byproducts to create new, high-quality items, thus reducing food waste and promoting sustainable practices.
For all of New Chapter’s fish oils, no extra salmon is caught for the sole purpose of pressing for dietary supplements, the company said. This prevents salmon from being harvested unnecessarily and prevents food waste. “We fresh-press the nutrient-rich trim of Wild Alaskan Salmon that have been caught and fileted for restaurants and food purveyors,” the company said. This “extra virgin process” creates a high-quality fish oil.
1) Reducing packaging-related emissions throughout the supply chain (i.e., reducing use of virgin plastics and using PCR plastic in packaging);
2) Further investing, educating, and advocating for regenerative agriculture; and
3) Identifying and implementing ways to reduce greenhouse gas (GHG) emissions throughout the value chain.
In 2023 the company issued its first “Impact Report.” Through the process of completing life cycle assessments on products, to calculating a Scope 1-3 Greenhouse Gas Inventory, New Chapter was able to quantify its most material impacts on the environment and share publicly areas that it has identified for improvement.
“One of the biggest learnings coming out of that process is to start small,” the company said. “Pick one area, or two, that your company is able to make meaningful change, and focus there first. For New Chapter, that was reducing our Scope 3 emissions through packaging improvements and investments in regenerative agriculture.”
Packaging equates to nearly half of the company’s Scope 3 emissions. So how is the company moving the needle?
“New Chapter has been conducting life cycle assessments on a wide range of our products to study the impact of our packaging types, including glass and post-consumer recycled versions,” the company said. “Packaging makes up roughly 47% of New Chapter’s GHG emissions (2021 baseline), and will remain a large area of focus as we look for ways to reduce our impact.”
To help reduce the emissions created by packaging, New Chapter has set several goals in its Impact Report. “First, we aim to increase the amount of post-consumer recycled (PCR) plastic in our packaging from 11.6% (in 2021) to 60% by 2030. Second, we will explore flexible packaging to replace large pack sizes with the highest GHG emissions. Lastly, where we cannot reduce any remaining plastic, we plan to establish partnerships to remove an equivalent amount of plastic from the environment on an annual basis.”
The company’s commitment to advancing the regenerative agriculture movement by 2025 includes:
• Funding: Double investments (vs. a 2021 baseline) dedicated to regenerative agriculture with focus on building out and expanding the infrastructure;
• Taking Action: 1) Source three Regenerative Organic Certified (ROC) ingredients and include them in at least six products; and 2) Launch a regenerative line of products with at least one fully ROC product.
• Educating: Continue to raise awareness with New Chapter consumers and retailers about the importance of the regenerative agriculture movement.
In September, New Chapter launched its first Regenerative Organic Certified product, Organic Holy Basil Booster Powder. Available exclusively on NewChapter.com, the supplement is produced using the pinnacle of organic agricultural standards, the company said.
This product launch reflects New Chapter’s dedication to advancing regenerative practices and setting a standard in the vitamin and supplement industry, the company said.
ROC builds on USDA Organic certification by incorporating holistic practices that prioritize soil health, animal welfare, and social fairness.
“From our earliest days, we’ve been dedicated to nurturing both people and the planet, and sourcing ingredients through regenerative agriculture is a natural, powerful extension of that mission,” New Chapter CEO Blaine Streisand said in a statement. “Regenerative practices are essential to address climate change and soil degradation, ensuring that we leave the planet better for future generations. This approach aligns perfectly with our vision of holistic wellness — one that cares for the environment, supports farmers, and delivers the highest quality supplements to our customers.”
Delivering the whole, pure herb, New Chapter’s Organic Holy Basil Booster Powder is just one ingredient: 1,200 mg of smallbatch harvested ROC Holy Basil (also known as Tulsi). Grown in and harvested from an organic farm in India, its key product feature lies in the healthy soil it’s sourced from, the company said.
“Holy Basil is a remarkable herb that offers a variety of benefits including stress relief, cognitive function, and immune support,” said New Chapter Formulator Taylor Burt in a product announcement. “People can feel good about reaching for this superfood botanical supplement, which helps replenish the soil as it grows on the farm we source it from. Because when there’s better soil, there are better herbs.”
New Chapter has supported research and advocacy and incorporated regeneratively grown supercritical extracts into other products like its Turmeric Force and Ginger Force supplements, the company noted. It also said it plans to fund more research and education through partnerships with nonprofits, including The Rodale Institute, and embed these practices more deeply into its supply chain.
While advanced technologies like AI are shiny new tools, the company said it will continue to innovate based on its core formulation principles:
• As nature intended: Acknowledging tradition, taking a whole herb approach and using extraction methods that don’t require the use of harsh chemicals;
• Formulated like food: Using fermented ingredients, wherever possible, and nutrients that the body can truly absorb;
• Sourced with a purpose: Using sustainable, non-GMO, organic ingredients as much as possible that are scientifically validated by third-party certifications.
Website: www.newchapter.com
Headquarters: Brattleboro, VT
Number of Employees: 196
Parent Organization: Procter & Gamble
Key Personnel:
• Blaine Streisand, CEO
Company Description/Mission: “New Chapter is a Vermontbased vitamin and supplement company with a deeply held mission to deliver the wisdom of nature to nourish body, mind, soul, and Mother Earth. Since 1982, they’ve been guided by nature: what we believe is the ultimate source of good health. They take all of Nature’s wisdom and combine it with brilliant combos of the finest ingredients, the strongest science, and time-honored traditions like herbalism and fermentation. The result? Masterfully crafted formulas that work in harmony with your body. Follow Nature’s lead to better health!”
Key Products and Brands:
• Fermented Multivitamins: Every Woman’s One Daily Multivitamin
• Bone-Strengthening Plant Calcium: Bone Strength Take Care
• Supportive Minerals: Magnesium + Ashwagandha
• Gut-Healthy Probiotics and Fiber: All-Flora Probiotic and Organic Fiber Gummies
• Pure & Potent Herbs: Zyflamend
• Heart-Healthy Omegas: Wholemega Wild Alaskan Fish Oil
Founded by Paul and Barbi Schulick in 1982, New Chapter was established as an organic vitamin and supplement company. Procter & Gamble acquired the company in 2012, and two years later New Chapter became the first major vitamin and supplement company to become a certified B Corp, defining success in terms of people, planet, and profit.
The Schulicks left the company in 2018 due to reported differences in vision and strategy. However, New Chapter remains one of the most recognized dietary supplement brands in the natural products marketplace, and has said it’s committed to product quality, sustainability, and regenerative agriculture.
New Chapter is among the first vitamin brands to meet the Upcycled Certified standard. Starting in the spring of 2025, the company’s Wholemega line of fish oil from wild salmon and its once-daily Omega-3 Complex will bear the Upcycled Certified mark, which identifies products that use surplus food or byproducts to create new, high-quality items, thus reducing food waste and promoting sustainable practices.
For all of New Chapter’s fish oils, no extra salmon is caught for the sole purpose of pressing for dietary supplements, the company said. This prevents salmon from being harvested unnecessarily and prevents food waste. “We fresh-press the nutrient-rich trim of Wild Alaskan Salmon that have been caught and fileted for restaurants and food purveyors,” the company said. This “extra virgin process” creates a high-quality fish oil.
Climate Action and Impact
New Chapter has invested in life cycle assessments for its products, measuring impact on the environment. Following this analysis, the company said it has identified several areas to help reduce its carbon footprint:1) Reducing packaging-related emissions throughout the supply chain (i.e., reducing use of virgin plastics and using PCR plastic in packaging);
2) Further investing, educating, and advocating for regenerative agriculture; and
3) Identifying and implementing ways to reduce greenhouse gas (GHG) emissions throughout the value chain.
In 2023 the company issued its first “Impact Report.” Through the process of completing life cycle assessments on products, to calculating a Scope 1-3 Greenhouse Gas Inventory, New Chapter was able to quantify its most material impacts on the environment and share publicly areas that it has identified for improvement.
“One of the biggest learnings coming out of that process is to start small,” the company said. “Pick one area, or two, that your company is able to make meaningful change, and focus there first. For New Chapter, that was reducing our Scope 3 emissions through packaging improvements and investments in regenerative agriculture.”
Packaging equates to nearly half of the company’s Scope 3 emissions. So how is the company moving the needle?
“New Chapter has been conducting life cycle assessments on a wide range of our products to study the impact of our packaging types, including glass and post-consumer recycled versions,” the company said. “Packaging makes up roughly 47% of New Chapter’s GHG emissions (2021 baseline), and will remain a large area of focus as we look for ways to reduce our impact.”
To help reduce the emissions created by packaging, New Chapter has set several goals in its Impact Report. “First, we aim to increase the amount of post-consumer recycled (PCR) plastic in our packaging from 11.6% (in 2021) to 60% by 2030. Second, we will explore flexible packaging to replace large pack sizes with the highest GHG emissions. Lastly, where we cannot reduce any remaining plastic, we plan to establish partnerships to remove an equivalent amount of plastic from the environment on an annual basis.”
Regenerative Agriculture
New Chapter said it’s committed to crafting whole-food, herbal supplements that benefit human health, and to supporting organic farming practices that are considered better than conventional farming in reducing atmospheric carbon and contributing to carbon sequestration. “We believe regenerative agriculture is the world’s best available farming strategy for responding to climate change,” the company said.The company’s commitment to advancing the regenerative agriculture movement by 2025 includes:
• Funding: Double investments (vs. a 2021 baseline) dedicated to regenerative agriculture with focus on building out and expanding the infrastructure;
• Taking Action: 1) Source three Regenerative Organic Certified (ROC) ingredients and include them in at least six products; and 2) Launch a regenerative line of products with at least one fully ROC product.
• Educating: Continue to raise awareness with New Chapter consumers and retailers about the importance of the regenerative agriculture movement.
In September, New Chapter launched its first Regenerative Organic Certified product, Organic Holy Basil Booster Powder. Available exclusively on NewChapter.com, the supplement is produced using the pinnacle of organic agricultural standards, the company said.
This product launch reflects New Chapter’s dedication to advancing regenerative practices and setting a standard in the vitamin and supplement industry, the company said.
ROC builds on USDA Organic certification by incorporating holistic practices that prioritize soil health, animal welfare, and social fairness.
“From our earliest days, we’ve been dedicated to nurturing both people and the planet, and sourcing ingredients through regenerative agriculture is a natural, powerful extension of that mission,” New Chapter CEO Blaine Streisand said in a statement. “Regenerative practices are essential to address climate change and soil degradation, ensuring that we leave the planet better for future generations. This approach aligns perfectly with our vision of holistic wellness — one that cares for the environment, supports farmers, and delivers the highest quality supplements to our customers.”
Delivering the whole, pure herb, New Chapter’s Organic Holy Basil Booster Powder is just one ingredient: 1,200 mg of smallbatch harvested ROC Holy Basil (also known as Tulsi). Grown in and harvested from an organic farm in India, its key product feature lies in the healthy soil it’s sourced from, the company said.
“Holy Basil is a remarkable herb that offers a variety of benefits including stress relief, cognitive function, and immune support,” said New Chapter Formulator Taylor Burt in a product announcement. “People can feel good about reaching for this superfood botanical supplement, which helps replenish the soil as it grows on the farm we source it from. Because when there’s better soil, there are better herbs.”
New Chapter has supported research and advocacy and incorporated regeneratively grown supercritical extracts into other products like its Turmeric Force and Ginger Force supplements, the company noted. It also said it plans to fund more research and education through partnerships with nonprofits, including The Rodale Institute, and embed these practices more deeply into its supply chain.
While advanced technologies like AI are shiny new tools, the company said it will continue to innovate based on its core formulation principles:
• As nature intended: Acknowledging tradition, taking a whole herb approach and using extraction methods that don’t require the use of harsh chemicals;
• Formulated like food: Using fermented ingredients, wherever possible, and nutrients that the body can truly absorb;
• Sourced with a purpose: Using sustainable, non-GMO, organic ingredients as much as possible that are scientifically validated by third-party certifications.
