Seed To Idea

Amway Corporation

3. Good Health and Well-Being 11. Sustainable Cities and Communities 12. Responsible Consumption and Production 13. Climate Action

Overview

Created by Nutrilite™, "Seed to Supplement" is a revolutionary idea that allows the nutritional value of the botanical to be converted into a vitamin or supplement with no added ingredients. The sustainable practice of using only what the botanical has to offer is changing how the consumer looks at healthy supplements. Good Health and Well-Being, Sustainable Cities and Communities, Responsible Consumption and Production, and Climate Action are the SDGs this Innovation aims for.

Author

Parker Wood

Parker Wood

School

Loyola University Chicago

Loyola University Chicago

Professor

Nancy Landrum

Nancy Landrum

Innovation

Seed to Supplement is the revolutionary practice of using only the nutritional value the botanical has to offer with no added ingredients to the Vitamins and Supplements. Nutrilite™ and its farms dedicate countless hours toward traceability and research to produce the highest quality supplement possible. For the past 80 years, this diligent practice has helped individuals live healthier lives.

Seed To Idea

Inspiration

Today, people are much more focused on their overall health and wellness, and are paying more attention to what they consume. People are also paying more attention to the impact consumption and production are having on the planet. But that hasn’t always been the case, especially back in 1915 when the company was founded, which makes Carl Rehnborg a true visionary. Carl Rehnborg, the founder of Nutrilite™, observed that people living in the cities were not as healthy as people living in the countryside. He compared the two diets and realized that people living in the countryside ate a more plant-based diet. He began to study the relationship between health and nutrition and realized that there were key plant-based substances critical to human health. That research and his passion led him to purchase a small farm in California and use the plants he grew as primary ingredients in his new revolutionary Nutrilite™ Supplement, one of the world’s first multivitamins. The Nutrilite™ tagline ‘Seed to Supplement’ was born out of Carl’s philosophy of starting with seeds and sustaining with rich soil to ensure the earth’s best nutrients were in his supplements.

The founders of Amway, Jay Van Andel and Rich Devos, were already passionate about Nutrilite™ and Carl’s revolutionary ideas. Upon Carl’s passing in 1973, Amway had the opportunity to purchase Nutrilite™, and the rest is history. The marriage of Amway’s vision of ‘helping people live better lives’ and Nutrilite™ philosophy of ‘Seed to Supplement’ has helped fuel Amway’s growth to become the world’s largest direct selling company and Nutrilite™ to become the world’s #1 selling vitamin and dietary supplement brand. Nutrilite™ is the only global vitamin and dietary supplement brand to grow, harvest, and process plants on its own certified organic farms.


Overall impact

Nutrition and health are some of the most important aspects surrounding an individual. Without optimal health, a person cannot truly meet their basic needs for a good life. Carl Rehnborg, the creator of Nutrilite, knew this well and wanted to fix the world's health problems. The Amway Corporation and Nutrilite™ mission is ‘to help people live better lives’ and has created a brand that cares about the consumer as well as the world. With the creation of "Seed to Supplement," Amway and Nutrilite have made health a priority for the American public. This innovative practice has led many to live a better and holistically healthy life.

Business benefit

Amway’s success is centered on delivering quality products that help people live better and healthier lives. People today are skeptical and require proof over promises. Amway’s farming practices and traceability program enable Amway to build credibility by delivering the hard evidence people are looking for. Eight years ago, Amway introduced an innovative traceability process that shows how, where, and by whom the supplements are produced. In the case of the botanical ingredients, Amway can track the plot of land where the botanical ingredient was grown. Audra Davies, Vice President of Nutrition, stated that “one of the strongest business advantages of sustainability and ‘Seed to Supplement’ is it signals to today’s consumers our commitment to quality.” Another benefit Mrs. Davies highlighted was the fact that the company's dedication to this process helps to control costs that result in cost savings in the long run.

Social and environmental benefit

Amway now owns nearly 6,000 acres of organic farmland and the plants being grown on them are incorporated into many Nutrilite™ and Artistry™ skincare products. Amway is still dedicated to replenishing the soil through natural processes versus depleting its nutrients. All Nutrilite™ farms follow a system of enhancing the soil with cover crops, green manure crops, composts, and other naturally mined materials required for crops to thrive. In fact, Darwin Hintz, Technology Manager at Amway’s Trout Lake Farm, said “we add more to the soil in compost and fertility every year than what we take out, and that’s why we make the claim our soils are healthier now than they were 50 years ago.” This commitment is an innovative step towards sustainability and creates business opportunities moving forward.

Amway’s dedication to its advanced farming practices and its traceability program has played a vital role in its overall success. However, the true benefit comes when looking at the societal impact. Nutrilite™ ensures that the farm is a viable operation that will provide economic security and sustainability for the families and communities who depend on it. The Nutrilite™ Farm in Jalisco, Mexico provides 250 jobs for the local community. Nutrilite™ reforestation programs have helped to increase biodiversity and maintain the natural equilibrium of the area. In addition, the Nutrilite™ farm at Rancho El Petacal, Mexico runs a local cultural and educational support center. Through this center, the company provides education on nutrition and ecology, and help for local projects. Each of the interviewees spoke very highly of the Nutrilite™ farms' commitment to local social responsibility. The Nutrilite™ farms play an important role in the communities they are part of, including environmental, economic, educational, and nutritional impacts while building meaningful relationships.

From the beginning, Nutrilite™ and ‘Seed to Supplement’ has been visionary in its approach to nutrition and sustainability. The ongoing dedication to the process and the foresight has been a driving force in the global success of Amway and the Nutrilite™ brand. But the positive impact does not stop there; the environment and the communities surrounding the farms have experienced important benefits as well. The Nutrilite™ approach to sustainable farming and its commitment to social responsibility helps people, communities, and the planet live a better and healthier life.

Interviews

Audra Davies, Vice President of Nutrition

Donald Pusateri, Senior Principle Research Scientist

Darwin Hintz, Technology Manager

Diana Sun, Manager Plant Ingredient & Chassis Development

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Amway Corporation

Amway Corporation

Global Headquarters are in Grand Rapids, Global Headquarters are in Michigan, US

Business Website: www.amway.com - http://www.troutlakefarm.com/our-partner-amwaynutrilite

Year Founded: 1934

Number of Employees: 10000+

Amway Corporation is the world’s largest direct selling company ($8.8B dollars reported sales, 2018). The company manufactures and distributes over 350 nutrition, beauty, personal care, and home products exclusively sold in 100 countries through Amway Independent Business Owners. Many of Amway™ nutrition and beauty products are formulated with plant-based ingredients derived from plants grown and harvested on their Nutrilite™ Farms. These farms occupy nearly 6,000 acres of organic farmland that Amway owns using sustainable, chemical-free methods. This story will focus on Amway’s Nutrilite™ Farms and sustainable practices.