Focus On: Flora Health brings its natural products to the mass market
Officials at Flora Health are relying on the company’s history, experience and reputation to take it into the complicated, yet lucrative, world of mass retailing.
The Lynden, Wash.-based company, which started in 1916 in Germany and 1965 in North America, is using its well-earned reputation in health stores to build a strategy to take the company into the mass retail arena over the next few years.
The push starts now. The company — run by Thomas Greither, the third-generation family member to lead the operation — has made a big commitment to get its products into various mass retail stores, including drug stores. The strategy simply is to make both retailers and consumers know what Flora Health has accomplished over the last century and how its products can benefit them, as well as take advantage of the pharmacist-patient relationship to build awareness of the product lines.
“We have a great history of offering products that consumers need and want,” Greither said. “We think that by moving into the mass retail space, we are giving a greater audience an opportunity to try our products. We think they will be very happy with what they get.”
In fact, Mark Hicks, the company’s vice president of sales, said that Flora Health is all set to release a bevy of products for mass this month and in February, as well as two iron products coming in March.
“Consumers are wanting to stay healthy,” Hicks said. “But who can you trust? This industry is full of claims and there is an understandable mistrust. But Flora is a legacy brand, and has been in the USA for decades. We have the highest standards that people trust.”
“The natural products we have chosen for the drug channel fall under a few categories, including iron, bone health, beneficial oils, stress relief, detox, probiotics, brain health, digestive support and, of course, immune,” Hicks said. “The two big products — and a large reason for this channel focus — is our new revolutionary iron supplements. We feel that, compared to the competition, these will be the best capsule and liquid iron supplements on the market.”
Hicks also said that the new Ferritin+ iron capsules will be released to the mass market in early spring. “We have a lot of SKUs. But we have chosen these items because of their broad appeal with baby boomers to millennials, who are all looking for lifestyle products for being better for you, or treating a condition.”
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 Flor-Essence 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.”