Natural Foods Merchandiser

40 Under 40: Ludovic Rassat

Ludovic Rassat
President and CEO, Boiron
Newton Square, Pa.
Age: 38

Homeopathy is not exactly mainstream in the U.S. Even in the naturals industry, the healing modality is often misunderstood. So the U.S. president of the world's largest homeopathic manufacturer has his work cut out for him. But since his appointment in 2006, Ludovic Rassat has risen to the challenge.

Under his leadership, the U.S. Boiron office (the company is headquartered in Lyon, France) has launched several educational programs for the medical community on homeopathic medicines. An ambitious outreach program to plastic surgeons has resulted in a 20 percent to 30 percent penetration rate in adopting Boiron's Arnicare line to help patients heal after surgery.

Boiron actively refers physicians to the Center for Education and Development of Clinical Homeopathy. This certification program is now graduating more than 100 M.D.s per year and the demand for continuing education credits in homeopathy has expanded it into a national program. Rassat is an active member of both the Homeopathic Pharmacopoeia Convention of the United States and the American Association of Homeopathic Pharmacists.

What do you enjoy most about what you do? It is very rewarding working with a team that strives to improve health care by providing a more compassionate, ecological and comprehensive approach to medicine. I often hear from doctors who have been recently trained in the practice of using homeopathic medicines that they are now able to treat patients who did not respond to any treatments before. We also receive a lot of great testimonials from our consumers. It's great to be able to make such a difference in people's lives.

If you had one piece of advice for natural products retailers, what would it be? I think retailers have an opportunity to develop the health and beauty care aisle into the concept of the European natural pharmacies. By making homeopathic medicines a focal point through bright lights and signage, and because of their safety and ability to address a wide range of conditions with consumer-friendly packaging, the HBC aisle could be a destination category rather than a side business to food products.

What is your next step? To position homeopathic medicine as the first line of care.

Natural Foods Merchandiser volume XXVIII/number 8/p. 32

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