Business View Magazine | May 2019

320 BUSINESS VIEW MAGAZINE MAY 2019 innovation. Two years ago, Natrol worked with a provider who developed a breakthrough product that helps consumers with cognition problems. Backed by multiple human clinical trials, the new product Cognium (cognition + cranium) was shown to help with memory improvement in a high percentage of consumers. “Now that’s innovation,” asserts Houlberg. “Also, consumer interaction plays a huge part in the constant improvement of our products. When we get feedback, we improve the formulation. “The third pillar of our mission is agility. We’re not the largest manufacturer in the vitamin, mineral, and supplement segment; there are other American players bigger than we are. But because of our smaller size, we have greater agility. That agility converts into a better ability for us to work more closely with distributor partners so we are available, promptly, to help them better meet their business goals, build stronger relationships, and establish the trust that we need with them like the big customers Costco, Wal-Mart, and Target, and the smaller and medium customers that make up our portfolio of over 200 different customers. Agility allows us to deliver really exceptional customer service, which I’ve made a priority for our company and now, pretty much reaches 100 percent almost all the time.” Houlberg’s carefully crafted, five-year plan includes doubling the company’s business. “So, we’ve put together the essential building blocks and annual steps that will get us to that point,” he asserts. “The annual steps include improving even more our quality in our existing range of products, which are more than a hundred different formulas that we have commercialized around the world. True to our mission, we will continue improving and tweaking those formulas. We are also committed to adding new products, some of those products are in research now, others are about to be launched.” For instance, Natrol is about to launch a kids’ melatonin product because there is a high demand from parents who are concerned that their children aren’t getting enough sleep. “In today’s society, children are exposed to much natoli.com A Proud Partner of Natrol Natoli Engineering looks forward to many more years of support and mutual success.