Peter Wilkes, founder and president of New Roots Herbal, is no newcomer to the natural health industry. In 1977, Wilkes founded Community Natural Foods; two years later, he launched a second company, Christmas Natural Foods, in Richmond, British Columbia..
Peter Wilkes, founder and president of New Roots Herbal, is no newcomer to the natural health industry. In 1977, Wilkes founded Community Natural Foods; two years later, he launched a second company, Christmas Natural Foods, in Richmond, British Columbia.
For his next venture, Wilkes started New Roots Herbal in Vaudreuil-Dorion, just outside of Montreal. With a focus on top-quality formulations, the company grew quickly through word-of-mouth advertising in the natural health community.
This grassroots strategy proved to be a winning one, and within a few years, Wilkes had sold his share of the first two companies to focus exclusively on developing New Roots. Today the company boasts 35 employees and an impressive product line, with more than 350 formulations that include vitamins, probiotics, herbals, botanicals, and condition-specific products.
An International Reputation
New Roots distributes its well-respected line of natural health products internationally through health food retailers and naturopathic physicians. In Europe, more than a thousand practising naturopaths recommend New Roots products to their patients.
All New Roots products are formulated beyond basic requirements for maximum efficiency. For example, Multi-Max-a multivitamin made from certified non-genetically modified (non-GMO) vegetable sources-also contains lycopene, greens powder, royal jelly, green tea extract, and a range of active enzymes to help the body's absorption of the full B-vitamin spectrum.
New Roots has also earned a reputation for listening to its customers. In response to customer concerns about capsules made from animal gelatine, the company recently switched to non-GMO vegetable capsules made from plant cellulose. Its line of botanicals is harvested ethically and ecologically, with a growing number of products certified organically grown.
Building the Best
"We approach every new formulation with a single focus," says Wilkes, "and that focus is on creating something that will work. Quite simply, we build the best."
All raw materials are brought in-house and tested for quality and strength before they are developed into new products. In addition, all new products are reviewed by two practising naturopathic physicians, who must approve each new formulation before it can be manufactured and distributed.
An Active Participant
New Roots is active in the natural health community in a number of important ways. The company maintains a strong presence at industry trade shows and regularly sponsors Canadian Health Food Association lectures for natural health professionals.
New Roots also publishes an informative newsletter to keep retailers and naturopathic physicians informed about new products and health discoveries. The company's website at www.newrootsherbal.com provides a wealth of information about their products and natural health issues, including extensive references to scientific research.
"With the explosion of nutraceutical research in the last few years, it's an exciting time for everyone in the industry," says Wilkes. "Suddenly, the magic is in the food again."