NOW Foods is an American natural products company founded in 1968 by Elwood Richard. From the beginning, the company’s philosophy has centred on making high-quality natural products more accessible and affordable.

Today, NOW offers an extensive range of nutritional supplements, herbs, sports nutrition, natural foods and personal-care products. The company places a strong emphasis on quality control. Its in-house analytical and microbiological laboratories test ingredients and finished products. In addition, independent manufacturing certifications support its quality standards.

More than five decades later, the Richard family remains closely connected to the company. In 2026, NOW also introduced an Employee Stock Ownership Plan. Through this plan, employees gained a 30% ownership interest in the business.

Why Organic Choice Chooses NOW Foods

At Organic Choice, we value NOW Foods for its ingredient transparency, extensive quality testing, manufacturing experience and accessible pricing.

In particular, we appreciate the company’s investment in laboratory testing and quality control. However, a trusted brand name alone does not determine which products we stock. We assess each NOW Foods supplement individually and look closely at its ingredients and formulation.

Ultimately, we believe the formulation inside each product matters just as much as the company behind it.

That balance of quality, transparency and value is why NOW Foods has earned a place on our shelves.

Did You Know?

NOW Foods partly grew from its founder’s determination to make natural products more affordable.

Elwood Richard noticed customers leaving his health-food store to find lower-priced alternatives. Therefore, he decided to take greater control of manufacturing. This approach helped him pursue two goals at the same time: good quality and better value.

What started with that simple idea in 1968 eventually grew into the NOW Foods range available around the world today.