COMPANY SNAPSHOT
FLORA HEALTH Founded: (North American operations) 1965 U.S. Headquarters: Lynden, Washington Categories - Iron, De-Stress, Detox, Probiotics, Brain Health, Digestive support, Immunity Number of SKUS: More than 400 Number of Employees: About 200 Phone Number: 800.498.3610 Email: sales@florahealth.com
He said that an 8.5-oz. bottle of the liquid iron product is priced at $15.99. Greither said he sees a natural tie-in with pharmacies as more consumers seek products to help them with various ailments. “We see this as a great opportunity for the pharmacist to interact with the consumer and help build sales of our products,” he said. “For example, iron deficiency is a conventional and common problem. A lot of consumers are looking for answers on how to use these items. The pharmacist can certainly help. There are a lot of natural synergies between our products and what the pharmacist does.” Both Flora Health officials point out that products like FlorEssence and Sambu Guard Elderberry+ formula should quickly become part of a successful mix at mass retail. “Our Flor-Essence product is the No. 1 detox formula in the country,” Hicks said. “Everyone knows detoxing is important and this formula is super easy. It works for people on the go. Another example is our Sambu Guard Elderberry+ formula. Now, there are too many elderberry products on the market, and many will be gone in a year’s time. But our product will be around. It’s an amazing formula, with no added sugar and certified organic.” Hicks also said that it is important that retailers do what they can to both educate consumers and make it easy for them to find these products. “Of course, every brand wants a brand block, including us,” he said. “But retailers are building more issue-focused sets now. An example is the new ‘immune sets.’ My preference would be to work into sets by category.” Flora Health officials said they want to do their part as well.
Both Greither and Hicks emphasized that the company offers a wide range of merchandisers to help consumers understand their products and purchase them. Hicks said the company offers full graphic display cases and promotions to motivate trial with consumers, and uses influencers and social media to build awareness. Educating retailers about the products and what they do is also a big part of the process. “Our job is to find the right person in each store to share the education/message with,” Hicks said. “Ferritin+ requires that education. We train our sales staff extensively to be educators.” Flora Health has always been a pioneer in the industry and has strived to provide the most efficacious and innovative products in the market, while utilizing environmentally conscious packaging and manufacturing processes. In 1988, the company opened a manufacturing plant in Lynden and acquired several acres of farmland in the area to grow its own organic herbs. In 1992, it began distributing Flor-Essence, an herbal formula that company officials said is designed to deal with a host of chronic conditions. The company also launched Udo’s Choice, a line of health products, including the first age-specific probiotics and vegetarian DHA. “I think our message to retailers is that we are constantly innovating our product line to make sure we have the right products for our customers,” Greither said. “We are extremely excited about opening up in the mass retail world and giving more and more consumers the opportunity to try Flora Health’s many products. I think this is going to help retailers better connect with their shoppers and help shoppers find products that help them with certain issues. It is a win for everyone.” dsn
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