From The December 2001 Issue of Natural Foods Merchandiser
LifeTime/Nutritional Specialties recently celebrated its 13-year anniversary, but the industry experience of the partners in the company dates back even further. Harry Shippy, president, has served in a variety of sales, sales management and executive positions in the natural foods industry for 30 years. Charlie Ung, chemist and vice president of technical services, has 22 years of experience in the industry, and also is the owner of Best Formulations Inc., which manufactures the majority of LifeTime/Nutritional Specialties' products. Tom Krech, vice president of sales and marketing, has been a part of the industry for 27 years, and is a former retail health foods-store owner. Dale Stauch, also a vice president, has 25 years of experience in the industry in sales and sales management positions. Before founding LifeTime/Nutritional Specialties in 1988, the four partners worked at RichLife Vitamin Co. when that company was the leader in the dietary supplements industry.
Retailers will benefit from LifeTime/Nutritional Specialties' dedication to independent retailers. "We market exclusively to retail health foods stores, and do not market to pharmacies or to large, mass market stores," Shippy says. "We feel that there is enormous potential with independent health foods stores, and that has been our short- and long-term strategy."
A significant means by which LifeTime/Nutritional Specialties supports independent retailers is by offering product specials such as "Twin Paks," in which consumers essentially buy one bottle and receive a second one free. "Twin Paks fit our strategy of supporting the retailer, because it offers independent retailers an opportunity to better compete with the discounters," Shippy says. The company often advertises the Twin Pak promotion in consumer magazines to help provide marketing and promotional support. Finally, in part because of a minimal corporate staff and because the company ships products directly to retailers rather than going through distributors, prices of LifeTime products stay comparatively low.
While lower pricing of products for retailers is a goal of LifeTime/Nutritional Specialties, the company emphasizes quality as well. All products are manufactured to meet all state and federal GMPs. The philosophy of LifeTime/Nutritional Specialties, a participant in the NNFA Tru Label Program, is to focus on meaningful formulas with quality ingredients at affordable prices—an approach well expressed in the company's advertising slogan, which is to provide retailers with "Purity, Potency and Price."
1456 E. Katella Ave.
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