We’re a Nature to Nurture company on a mission to provide elderberry every day for everyone. We’re thrilled to have you play a key part in our journey.
We partner with other farmers and science-based companies to provide plant-based supplements for your Health Journey.
We’re so berry happy you’re here.
Elderberry is a hot health topic right now. More and more people are excited to learn about elderberry as well as other berries such as red and black currants, aronia berries and their immune health benefits. We are excited to have you help spread positive information.
But first, let’s start by running through some technical details.
As a dietary supplement, we must adhere to the regulations established by the Food & Drug Administration (FDA) and the Federal Trade Commission (FTC). This means that the way we talk about our products is monitored by government agencies. But not to worry—we created this guide to make it super easy for you to know how you can communicate to your audience.
FYI: important technicalities.
There are certain phrases we can say, but…
…you must include an asterisk (*) at the end of the phrase, which must refer readers to this Dietary Supplement Health and Education Act (DSHEA) statement at the bottom of your post. We have already included the * in identified phrases within this guide.
WE HIGHLY RECOMMEND POSTING THIS STATEMENT IN THE FOOTER OF YOUR WEBSITE
Include a thin box around the statement and make sure text is in bold to ensure you’re compliant.
Product Do’s + Don’ts
This section covers what you can and cannot say or infer within your custom content, ad copy, voice-overs, social media posts, etc. about Norm’s Farms products. This section includes approved talking points per product to make it super easy for you to know how you can communicate to your audience.
Content Do’s + Don’ts
General
Basic rule of thumb: Norm’s Farms cannot claim to take someone from an unwell state to a well state. We are very supportive, we help, we maintain—we do not cure, prevent, or diagnose.
DO:
Use compliant terminology like:
1. Supports/helps/maintains a healthy immune system response*
2. Helps support your body’s natural immune function.*
3. Naturally helps your body respond to respiratory illnesses.*
Talk about our quality products and processes, the taste of our products, our meaningful partnerships, etc.
DON’T:
Make any health or product claims, like:
1. Cannot refer to COVID, the cold or flu, or immune disorders
2. Cannot diagnose, treat or cure
3. Cannot claim prevent/prevention
4. Cannot refer to any unwell state
Always Norm’s Farms…
Norm’s Farms is a “nature to nurture” company. Norm’s specializes in the American elderberry and the berries are backed by rigorous third party testing. When you see a Norm’s Farms label, you can rest assured you’re getting clean nutrients that provide the best support for a healthy immune system. Norm’s cares for our American black elderberry plants throughout the entire life cycle—from cultivation in the fields to the goods you bring home.
Elderberry has soared in popularity recently, because it’s naturally packed full of immune boosting nutrients. This sudden uptick in demand (coupled with a limited supply of the super fruit) has driven some brands to add fillers, like black rice and blueberry, to their elderberry products.
Always Authentic
Not all elderberries are created equal, which is why all of Norm’s Elderberry supplements are made using a gentle proprietary process to extract the elderberry fruit (no alcohol) and preserve the nutrients (polyphenols and anthocyanins) that give elderberries their immune-boosting properties and naturally provide optimal wellness and resilience.
Always Natural
No artificial colors or flavors. No alcohols, solvents, chemicals, or synthetic additives. Norm’s uses highquality, Non-GMO, Gluten Free, Allergen Free, and Vegan* ingredients.
Always In-House
Norm’s Farms’ parent company, INS, produces our products in their cutting-edge gummy facility. They meet the ever-growing supply chain demands for high-quality, delicious supplements. All of Norm’s Farms products are produced in-house.
*with the exception of honey in our Wellness Syrup.
accessible wellness everyday for everyone
DAILY IMMUNE GUMMIES
IMMUNE+BOOST GUMMIES
Elderberry Extract
Want the power of elderberry without probiotics?
These are for you! Each delicious serving contains 300mg of our powerful ElderMune® Elderberry fruit juice concentrate (no fillers), 110mg of Vitamin C, and 9mg of Zinc for superior immune support.
IMMUNE+CALM GUMMIES
Made with black elderberries, we gently extract the whole fruit through a proprietary water process to produce pure optimum fresh elderberry wellness. Contains no fillers, added sugars, glycerol, alcohol, or artificial anything. Taste and feel the difference!
WS: $10.75, Retail: $19.49
60 gummies, 30 servings
Boost your immunity and body’s metabolism, naturally! Each serving offers 245mg of our scientifically proven ElderMune® Elderberry, 1,000mg of Organic Apple Cider Vinegar with The Mother, and 2.4mcg of Vitamin B12. Everyday wellness just got easier and tastier!
8fl oz., 48 Adult Servings
WS: $11.00, Retail: $19.99
60 gummies, 30 servings
Talking points:
• The Norm’s Farms flagship formula
• Every day supplement promoting a healthy immune system response*
Take charge of your day with our unique, delicious & powerful blend of ElderMune® Elderberry, KSM-66 Ashwagandha, and Suntheanine ® L-Theanine. Taken daily, each serving naturally supports immunity, cognitive focus, and a sense of calm throughout the day.*
WS: $13.50, Retail: $23.99
60 gummies, 30 servings
ELDERBERRY EXTRACT
• Made with black elderberries, and a small amount of natural preservative (malic acid)
• Non-GMO, Vegan, & Gluten free
• Made without harsh alcohol
• No added sugars or fillers
Made from farm-fresh elderberries, we gently extract the whole fruit through a proprietary water process to produce pure optimum fresh elderberry wellness. Contains no fillers, added sugars, glycerol, alcohol, or artificial anything. Taste and feel the difference!
• 3rd party tested
WS: $10.00, Retail: $20.99
8fl oz., 48 Adult servings
ELDERBERRY WELLNESS
Made from our pure honey, a dash of analgesic your throat and bring seasonal distress.
WS: $10.00, Retail: 8fl oz., 48 Adult
ORGANIC ELDERBERRY GUMMIES
The first organic Elderberry Gummies with Probiotics are now produced at in Mt. Vernon, MO. Each delicious gummy is made with organic ingredients, ElderMune® Elderberry fruit juice concentrate (no fillers), 22mg of Vitamin C, the whole family can enjoy for superior immune support. Adult dosage is two dosage is one per day.
WS: $12.50, Retail: $22.49
60 gummies, 30 servings
metabolism, our Elderberry, with B12.
IMMUNE+CALM GUMMIES
IMMUNE+SLEEP GUMMIES
Elderberry Wellness Syrup
Take charge of your day with our unique, delicious & powerful blend of ElderMune® Elderberry, KSM-66 Ashwagandha, and Suntheanine ® L-Theanine. Taken daily, each serving naturally supports immunity, cognitive focus, and a sense of calm throughout the day.*
WS: $13.50, Retail: $23.99
60 gummies, 30 servings
Made from our pure Elderberry Extract, we add soothing honey, a dash of analgesic cloves & cinnamon to lightly coat your throat and bring natural calming relief for everyday and seasonal distress.
8fl oz., 48 Adult Servings
Go to bed feeling calm & relaxed and wake up refreshed & revitalized. This perfect blend of ElderMune® Elderberry, Suntheanine® L-Theanine & Melatonin helps support immunity and the body’s sleep cycle, naturally.*
WS: $11.00, Retail: $19.99
60 gummies, 30 servings
Talking points:
• Soothing supplement promoting a healthy immune system response*
• Made from our own pure Elderberry Extract
• Sweetened with honey
• Flavored with cloves and cinnamon
ELDERBERRY WELLNESS SYRUP
• Makes a comforting hot tea
• Gluten Free
• No added fillers
Made from our pure fresh Elderberry Extract, we add soothing honey, a dash of analgesic cloves & cinnamon to lightly coat your throat and bring natural calming relief for everyday and seasonal distress.
organic Elderberry Gummies with Probiotics are now produced at our own state-of-the-art gummy facility Vernon, MO. Each delicious gummy is made with organic ingredients, packed with 150mg of pure powerful ® Elderberry fruit juice concentrate (no fillers), 22mg of Vitamin C, 3.8mg of Zinc, and 5mg of LactoSpore® family can enjoy for superior immune support. Adult dosage is two gummies per day and the ElderKids™ one per day. $12.50,
Aronia Berry Juice Extract
We only use the best and most potent sources of Aronia Berries to create our Power Antioxidant extract. We make a point to keep the processing at a minimum to allow its benefits to be the maximum. Just like any other Norm’s Farms product you won’t find any added alcohol, sugars, artificial sweeteners or ingredients in our Aronia Berry Juice Extract so that it contains the higher levels of antioxidants and immunity boosting power.
8fl oz., 47 Adult Servings
Talking points:
• Every day antioxident supplement promoting a healthy immune system response*
• Made with extracted Nebraska Aronia berry juice
• Non-GMO, Vegan, & Gluten free
• Made without harsh alcohol
• No added sugars or fillers
• berries are rigorously tested by a third party
DAILY IMMUNE GUMMIES
Want the power of elderberry without probiotics?
These are for you! Each delicious serving contains 300mg of our powerful ElderMune®
Elderberry fruit juice concentrate (no fillers), 110mg of Vitamin C, and 9mg of Zinc for superior immune support.
Daily Immune
WS: $10.75, Retail: $19.49
60 gummies, 30 servings
IMMUNE+BOOST GUMMIES
Boost your immunity and body’s metabolism, naturally! Each serving offers 245mg of our scientifically proven ElderMune® Elderberry, 1,000mg of Organic Apple Cider Vinegar with The Mother, and 2.4mcg of Vitamin B12. Everyday wellness just got easier and tastier!
WS: $11.00, Retail: $19.99
60 gummies, 30 servings
IMMUNE+CALM GUMMIES
Take charge of your day with our & powerful blend of ElderMune KSM-66 Ashwagandha, and L-Theanine. Taken daily, each supports immunity, cognitive of calm throughout the day.*
WS: $13.50, Retail: $23.99
Organic Antioxidant Elderberry Gummies
60 gummies, 30 servings
Each delicious serving (2 gummies per adults) is made with organic elderberries, packed with 300mg of pure powerful Elderberry fruit juice concentrate (no fillers), 90mg of Vitamin C, 5.5mg of Zinc, and 10mg of DE-111® (Bacillus subtilis) the whole family can enjoy for superior immune support. Adult dosage is two gummies per day and the kids dosage is one per day.
ELDERBERRY EXTRACT
60 gummies, 30 Adult Servings
Made from farm-fresh elderberries, we gently extract the whole fruit through a proprietary water process to produce pure optimum fresh elderberry wellness. Contains no fillers, added sugars, glycerol, alcohol, or artificial anything. Taste and feel the difference!
Talking points:
WS: $10.00, Retail: $20.99
• Every day supplement promoting a healthy immune system and digestive health
8fl oz., 48 Adult servings
• Simple, easy, convenient
• Made with 100% organic elderberries
• Non-GMO, Probiotic, Vegan, & Gluten Free
• Made with DE-111® clinically proven probiotic
• No added fillers
ORGANIC ELDERBERRY
• 3rd party tested DE-111® is a probiotic that supports:
• Immune function
• Digestion & Regularity
• Body composition
• Children’s Health
• Exercise Recovery
GUMMIES
The first organic Elderberry Gummies with Probiotics in Mt. Vernon, MO. Each delicious gummy is made ElderMune® Elderberry fruit juice concentrate (no the whole family can enjoy for superior immune support. dosage is one per day.
WS: $12.50, Retail: $22.49
60 gummies, 30 servings
Daily Refresh Antioxidant Gummies
This proprietary blend is formulated with MitoHeal®—a unique combination of red currant and black currants—which makes it a cut above the competition by offering clinically significant results to ignite your inner beauty with a product that really works.
45 gummies, 45 Adult Servings
Talking points:
• Just one gummy with 500mg of MitoHeal, once a day, is all that is needed for healthier skin, hair, and nails, and improved overall well-being.
• Simple, easy, convenient
• Non-GMO, Vegan, & Gluten Free
• 3rd party tested
• Naturally flavored with no added coloring or artificial sweeteners.
% of Participants Reporting Improvement in Hair, Skin + Nails
% of Participants Reporting Improvement in Hair, Skin + Nails
Norm’s Farms Brand Styleguide
These are the tools and rules you need to joyfully express our brand!
Norm’s Farms is all about offering people an honest, genuine and friendly experience. Our brand and its’ positioning has been designed to communicate the benefits of elderberry for the lifestyle of health-minded people.
Our Promise
Norm’s Farms is on a mission to help you harness your everyday health through the power that nature provides.
Our Positioning
• We believe in the power of elderberries.
• We believe in the sustainable production of healing foods made with natural, simple ingredients.
• We strive to be your go-to-source for all things elderberries, including this amazing berry’s history, uses, and potential for sustainable cultivation in North America.
Nature Centric
Norm’s Farms recognizes the interconnectedness of all living beings, plants and animals and the critical role that nature plays in our well-being. We embrace a nature centric approach and strive to create products that not only benefit humans but also prioritize the preservation and protection of our natural environment.
Our brand conveys our commitment to quality and purity in everything we do from our labor in the fields to our finished goods in the fridge. And our visual language always has a nod to Mother Nature.
The primary logo to be used in marketing materials will be the Norm’s ‘Stacked’ logo. It is the most recognizable and the most versatile for most mediums. It consists of the logotype and elderberries with with rounded non-connecting lines to create a visual ‘closure’ of a circle.
PMS = 7652 C
RGB = 98, 38, 81
CMYK = 60, 93, 40, 31
HEX = 602651
The secondary logo to be used in marketing materials will be the Norm’s ‘horizontal’ logo. It will be used on occasions where we need a horizontal representation of the primary logo. It consists of the logotype and elderberries with the words set side by side and the elderberries to the left of the logotype.
Brand Typography
In order to keep a solid visual brand both Norm’s Farms will stick to two primary type families. New Spirit for headlines and Montserrat for subheads and body copy.
Our Jenny persona is a typical customer profile While every Norm’s Farms customer has their own unique journey and story, we start with the premise that they also have things in common that unite them.
Our Jenny Persona is in her thirties and a working, on the go Mom.
Jenny has a school age child. She is busy and cannot afford for her or her family to get sick or stay sick for long. Gummies are easy for her kids to take. Extracts and Wellness syrup are easy to keep and use as needed and she is happy that the ingredients are natural and pure. Jenny is trying to keep her family healthy to live their best lives and thrive.
