Since selling Aveda to Estee Lauder, founder Horst Rechelbacher has recently turned his attention to reinventing Aveda’s sister company, Intelligent Nutrients Inc., by changing the product focus and relying on a multichannel distribution strategy.
“Before, it was basically a food supplement company,” recalled Rechelbacher, chairman and CEO of the Minneapolis-based business. Today, Intelligent Nutrients is positioned as a biodynamic, organic-based functional foods and
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