NOW Foods
Comprehensive Brand Analysis
Fast Facts
Company History & Milestones
• 1968: Elwood Richard establishes NOW Foods to offer affordable natural products, operating out of 4,500 sq. ft. within Fearn Soya
• 1985–1993: Rapid growth – sales hit record highs (Max EPA launch in 1983) and international division "HealthCo" launches
• 2000: Achieves GMP certification (NPA 'A' rating) and certified organic manufacturer status
• 2005: Founder Elwood Richard retires; Al Powers becomes President/CEO
• 2012: Opens new corporate HQ in Bloomingdale, IL and a 130,000 sq. ft. West Coast plant in Nevada
• 2023: Marks 55 years in business with record sales – over $800 million estimated revenue – and ~1,500 employees
Product & Manufacturing Profile
Core Products
Extensive line of ~1,500 items including dietary supplements, vitamins, sports nutrition, essential oils, natural foods, and personal care. Flagship categories include vitamin C, omega-3 fish oils, protein powders, and herbal extracts.
Manufacturing Model
Primarily in-house production at NSF GMP-certified facilities in Illinois and Nevada. NOW invested in advanced labs (e.g. ICP-MS for heavy metals in 2007) to ensure quality control.
Quality Certifications
GMP certified since 2000 (by NPA); ISO/IEC 17025 accredited in-house laboratories for analytical and microbiological testing. Many products are certified organic, and facilities have earned LEED Silver for sustainability.
Third-Party Testing
Maintains robust internal labs and also utilizes independent labs like Eurofins for verification when needed. Every batch undergoes extensive testing for purity and potency.
Trust Score
NOW Foods enjoys an excellent reputation for quality and transparency. The company invests heavily in testing (even attaining ISO-17025 lab accreditation) and has led industry self-policing efforts. Minor past issues (e.g. isolated contamination recalls) were handled swiftly and proactively, and its ongoing publication of test results and sustainability initiatives reinforce a culture of accountability. With its consistent GMP compliance and consumer-first ethos, NOW sets a high bar for trust in the supplement sector.
Sources
- Nutraceuticals World. (2024). NOW – Company Profile – Revenue and key personnel
- Runestad, T. (2017). Industry remembers NOW Foods founder Elwood Richard. New Hope Network
- NOW Foods. (n.d.). Historical Milestones – About NOW
- Lelah, M. (2005). NOW® Responds to FDA Warning Letter. SupplySide Journal
- FDA. (2018). Now Health Group Inc. Recalls Zesty Sprouting Mix (Press Release)
- FDA. (2020). NOW Health Group Voluntarily Recalls Macadamia Nuts (Press Release)
- Burg Simpson Law. (2013). Woman Sues Supplement Company (Now Foods) for Alleged Overdose
- Long, J. (2020). FDA warns about hangover supplements (mentions NOW's testing program). (SupplySide Regulatory)
Featured Ingredients
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