Editor’s Note: Wild Nutrition was founded with a desire to create products with purpose, based by science, and using ingredients of exceptional quality. As she started the company, Henrietta Norton BSc Dip NT sought to create Food-Grown® supplements that would support a holistic approach to health and affect tangible change in the wellness industry. In this Q&A, Norton talks about the decision to partner with Ixoreal Biomed.
Q. Can you give us some background on why you believed offering supplements with ashwagandha was a fit for today’s consumers?
A. My passion for ashwagandha, known botanically as Withania somnifera, started when I met an Ayurvedic doctor in Sri Lanka. The praise he gave this traditional herb inspired me to start using it myself. Ashwagandha is an exceptional Indian botanic that has been used in the traditional Ayurvedic system of medicine as a ‘rejuvenative’ tonic for over 5,000 years. Indeed, it is purported to support many a symptom; but, its most impressive is its ability to support resilience to stress, both physiological and psychological. Both the clinical trials on this magnificent plant to date, coupled with my experience in clinical practice, have meant that this has become my ‘adaptogen’ of choice when it comes to supporting a return to balance—whether that imbalance has been caused by external stresses or from internal changes such as inflammation or hormonal fluctuations.
Q. Why did you select KSM-66® Ashwagandha for your product line?
A. The provenance of any herb, botanical or nutrient that is used in our formulas is deeply important to me. This is why I chose this incredible form of organically certified ashwagandha—KSM-66®. It is grown and ethically harvested from an organic farm in the southern region of India. Each plant has been planted, tended to, harvested and concentrated by same people in southern India. No middleman, which means total traceability. The extraction process is unique too, using a pioneering ‘green extraction process’ without the use of solvents or alcohol and maintaining a high-quality full spectrum of actives within the plant.
In addition, KSM-66 is backed by several randomised, double-blind, placebo controlled human clinical trials. Research has shown that KSM-66 Ashwagandha exerts the following benefits:
- Helps promote a healthy response to everyday stress, over-work and fatigue.
- Helps support normal levels of mental clarity, concentration and alertness.
- Helps support normal levels of vigor and performance.
- Helps enhance sports performance.
Finally, for us to feel confident with bringing a product into our range, we have to be sure of its quality and therapeutic value, but we also need to know that our suppliers can work as partners. Ixoreal Biomed has been just that—partners with us through the growth of demand and increasing awareness to consumers. We feel very fortunate to be able to sell this excellent product.
Q. Were there any specific considerations that you had to address in terms of marketing and formulation to sell the product in the EU?
A. For us the main communication we were leading with was in elevating the difference of KSM-66 to standard ashwagandha powder. To do this, we led with the research and the sourcing, that is, a traceable supply chain, sustainable farming practices and the unique extraction process. There is a significant increase in awareness and demand for ashwagandha in the last year. This has both driven sales but also made it even more vital to illustrate the superiority of the KSM-66 form.
Q. What has consumer reaction been to the KSM-66 product line?
A. The customer feedback has been unprecedentedly positive for us. This is some of the feedback we have had on the product:
"A great product. I have found this food-grown KSM-66 Ashwagandha Plus much more effective than other makes of ashwagandha I have taken before. Also, my body has found it easy to tolerate whereas in the past I have felt my body has struggled with other makes of ashwagandha. I believe it has had positive effects on my well-being and energy levels, therefore, I take it regularly.”
"Amazing product! I have the entire family on it! My clients comment on how good it is all the time.”
“The customer advice is amazing. After sending an email outlining the way I was feeling I got a lovely email back explaining what I could try and how it could assist me. All the products I got were amazing and although I spent quite a bit of money, I can definitely say these are the only supplements I have ever taken where I have actually seen and felt a difference."
Q. What does the future hold for Wild Nutrition and KSM-66 Ashwagandha?
A. KSM Ashwagandha remains one of our most successful product launches. Demand for the product has been huge and continues to grow as word has spread about the health benefits. Certainly, during these challenging times, sales on this product specifically have increased by 30% and general sales have almost doubled as people’s perception of the importance of preventive health has shifted. Ultimately, there are plenty of brands selling ashwagandha but no other source matches the superior quality of KSM-66 and this is illustrated in our returning customers and excellent customer feedback.