Business View Magazine | May 2019

319 BUSINESS VIEW MAGAZINE MAY 2019 things,” Houlberg explains. “One is finding the right distributor partner, and by that I mean they must have a deep knowledge of their market. Two, they must have an established infrastructure to be able to sell nutraceuticals. And three, they are highly motivated to want to be successful in their market. When we get that right, we’re extremely successful in the international markets.” “In the United States, we’re by far the number one leader in melatonin and 5-HTP sales. But outside the country, it’s much more varied. For example, in Chile, we’re the number two multi- vitamin brand in the country because we have a highly motivated, knowledgeable distributor partner who has the powerful infrastructure in that country. So, we formulate to their demands. We also sell into Russia, China, and the Middle East through distributor partners.” Houlberg adds that Natrol also has an increasingly powerful online presence overseas via American- based online retailers. “In fact, that’s an area of tremendous growth,” he notes. “I refer to them as ‘onliners.’ American-based onliners ship all over the world. So, as Natrol only has a formal relationship in 60 countries, U.S.-based onliners actually sell to more than 160 countries in the world.” In a highly competitive arena, Houlberg believes Natrol has distinct advantages. “Elliott founded the company based on delivering premium, quality products, and that continues to be central to our mission today. Quality is one of the three key components of our mission,” he remarks. Natrol is NSF-certified (National Sanitation Foundation); GMP-certified (Good Manufacturing Practices); an FDA-accredited facility; and it is, presently, pursuing USP (United States Pharmacopeia) certification for several of its products. “All of that guarantees an ever-improving quality component. Consumers can trust that what’s on the label is what they get, and is the freshest product available on the shelf,” Houlberg adds. A second component of the Natrol mission is Elk Packaging has been providing packaging solutions for the food, cosmetics and pharmaceutical industries for over 30 years. We design and produce custom packaging in a variety of formats, from folding cartons and stand-up pouches, to roll stock film and corrugated displays. We are dedicated to quality, service, innovation and sustainability. In addition, Elk is proud to be an industry leader in bringing fully compostable flexible film structures to the market with a team dedicated to helping brands elevate from conventional to sustainable packaging. Connect with us today. www.ElkPackaging.com 8723 Washington Blvd. Culver City, CA 90232 310.391.6200 sales@elkpackaging.com Folding Cartons • Labels • Corrugated Boxes • Flexible Packaging • Displays • Stand-Up Pouches • Roll Stock Film Competitive Speed and Service... Locally NATROL LLC