In an industry that is experiencing explosive growth, and with new manufacturing and marketing companies seemingly starting up every other day, it can be dizzying for retailers trying to decide which manufacturer to turn to for dietary supplement products. One of the best bets when deciding who to order products from is to go with a company that is successfully established in the dietary supplement industry, and which has experienced and knowledgeable personnel. One such manufacturer that fits the bill is LifeTime Nutritional Specialties.

LifeTime Nutritional Specialties recently celebrated its 10-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 29 years. Charlie Ung, chemist and vice president of technical services, has 21 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 26 years, and is a former retail health food store owner. Dale Stauch, also a vice president of sales and marketing, has 24 years of experience in the industry in sales and sales management positions. Before founding LifeTime Nutritional Specialties in 1988, the four partners all worked at RichLife Vitamin Co. during a period of time when that company was the leader in the dietary supplement industry.

Retailers also will benefit from LifeTime Nutritional Specialties' dedication to independent retailers. “We market exclusively to retail health food stores, and do not market to pharmacies or to large mass market stores,” said Harry Shippy. “We feel that there is enormous potential with independent health food 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 fits our strategy of supporting the retailer, because it offers independent retailers an opportunity to better compete with the discounters,” said Shippy. The company also often advertises the Twin Pak promotions in consumer magazines to help provide marketing and promotional support. Finally, prices of LifeTime products stay comparatively low, because the company ships product directly to retailers rather than going through distributors.

While lower pricing of products for retailers is a goal of LifeTime Nutritional Specialties, the company emphasizes quality, as well. The philosophy of LifeTime Nutritional Specialties, which participates 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 to provide retailers with “Purity, Potency and Price.”

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