In 1948, with the natural food and supplement industry in its infancy, an entrepreneur named Paul Richard bought Fearn-Soya Foods, a manufacturer of grain and legume-based products in the Chicago area, for $900. Thus began a six-decade legacy of supplying consumers nationwide with high-quality, affordable nutritional products. Paul carefully nurtured his fledgling business until 1960, when his son, Elwood Richard, inherited part ownership in Fearn and became the company’s president. Elwood adopted his father’s ideals concerning health and well being, including his vision of making quality supplements and natural foods available to the public at prices they could afford. Elwood opened the first of many Fruitful Yield retail stores in the Chicago area devoted to natural products, and, as time passed, both Fearn-Soya and the company’s retail chain grew and prospered under Elwood’s leadership. As the industry grew, 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 stands for Nutrition for Optimal Wellness; values that define the original vision of Paul Richard, and hold true to this day. From these humble beginnings, NOW Foods has grown from a fledgling regional brand to a leader in the natural food and supplement industry with an inventory of over 1,800 products, including nutritional supplements, natural foods, supporting literature and retail supplies. Today, it is more important than ever that nutritional products be sold by specialized retailers with comprehensive knowledge of the many different vitamins, herbs and functional foods flooding the marketplace. Independent health food store owners and their staff are knowledgeable about dietary supplements and have the resources to offer personalized service to help consumers realize health through supplementation.