Garden of Life Tests its Brand Equity in Organic Food

The Garden of Life brand was built on Jordan Rubin’s personal story of healing from chronic bowel disease. He chronicled his odyssey in the book “Patient Heal Thyself,” and his company’s original topselling digestive product Primal Defense was formulated with an obscure microorganism that Rubin credited for his healing, and later trademarked as Homeostatic Soil Organisms.

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