Family-owned Manitoban Food Store Icon Marks a Milestone

Business & Trade Magazine®

—— Special Supplement ——

By Gloria Taylor

Sunday night dinner at the Holtmann house inevitably turns to a conversation about business. This is something that cannot be helped in a third-generation, family-owned

company. Vita Health’s staff, management and family couldn’t be more proud of the business that grew from the first retail store and mail order business in 1936 to the seven stores today.

Vita Health attributes their longevity to their staff and ser-vice. “We strive to meet the needs of our customers and as such, education is a key component at Vita. We have graduated 31 CNPAs, more CNPAs (Certified Natural Product Advisors) than any other retailer,” says General Manager Brenda Comte.

“I have not found a store in Winnipeg with better customer service,” says Brian Simmons. Mr. Simmons holds a masters degree in physiology and biochemistry and often patronizes the Osborne Village store.

“They treat me like gold there,” he says. It’s not just that Vita Health managers hire good people but

they obviously train them well, adds Simmons, who has been shopping at Vita Health for more than 10 years. He enjoys the day-to-day courtesy that he gets from staff and the wide choice of products at the Winnipeg-based health foods retail chain. He rarely fails to read labels on the foods he buys. He is a knowl-edgeable shopper but when more information is needed, he will often ask Vita Health staff to do research for him.

Staff at Vita Health is always ready to accommodate those requests and treat him like the valued customer he is.

Vita Health works hard to maintain those good relation-ships with customers, says Comte, who is convinced that great personal service is a major strength for the private family com-pany. Combined with expertise found at the seven stores that

Vita Health celebrates 75thCanada’s oldest health food store wins with service, shapes $2-billion health foods industry

Vita Health hosted Run for One Planet event and provided a yoga demonstration and a pancake breakfast.

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make up Vita Health today, and the wide range of products, shoppers can find many of the foods and health products they are looking for, along with information and recommendations. The CNPAs stay up to date on ingredients, products and indus-try changes in order to pass on their knowledge to customers.

A major change for the company came when Vita Health converted four of the seven stores to Vita Health Fresh Market stores. That means customers not only get outstanding selec-tion in natural health supplements and personal care items, but they can also pick up fresh organics as well as organic alternatives to conventional grocery items such as meat, pro-duce, dairy and fresh bakery goods at the fresh markets.

The fairly recent development in Vita Health’s 75-year his-tory came about in order to respond to customer demand for organics, says Comte. The fresh markets are convenient for customers, because shoppers can now pick up more of their needs at one store. “You can purchase organic pet food and natural cosmetics along with local organic meat, dairy and produce – that was a huge step for us,” says Comte.

“Customers come to us for many reasons,” she adds. “Whether it’s a new lifestyle choice or a diet restriction or a recently diagnosed allergy – we want to provide a selection of alternatives,” adds Comte, citing as one example a cheese alternative that tastes, melts and stretches like cheese but is

What Vita Health Fresh Market has for YOUWhen it comes to what we put on our shelves, we do the research for you. With over 4,500 top quality products from leading manufacturers, you can trust that you are getting the best product available. We choose local, organic, fair-trade and sustainably produced products whenever possible.

Nutritional Supplements: you will find a wide variety of vitamins, minerals, sports nutrition products, homeopathic medicines and more. We can help with everything from allergies to wrinkles.

Herbs and Herbal Formulas: Whether it is the hottest trend or the age-old classics, we offer a wide selection of herbs for both medicinal use and cooking.

Organic Produce: We offer a fresh selection of organic produce year round. We are always working with farmers to bring you local produce weather permitting.

Organic Dairy and Meat: We care about the animals too! organic, Free range and Natural products offer the best quality, local product in Winnipeg. available fresh and frozen.

Organic and Natural Grocery: We offer a wide range of top natural grocery brands as well as a large selection of local products. We are always expanding our ethnic cuisine and specialty diet product sections.

Bulk Foods: From organic grains, beans and flours to chocolate nuts and fruit, there is something for everyone!

Natural Beauty Care: it does matter what you put on the outside. We got the whole family covered from head to toe with our full range of organic body care, skin care, hair care, cosmetics and more.

Natural Baby Care: Enjoy our wide variety of supplements, skin care, diapers and more for your little treasures.

Eco Lifestyle Products: a wide variety of household and personal products to help you live green.

Organic Pet Food: We want your furry loved ones to be healthy too.

Knowledgeable Staff: We pride ourselves on our friendly personal service with Certified Natural Products advisors on staff. our goal is to help you find the information and products you are looking for.

Source: Vita Health

“We are always ahead of the curve – looking for the next new alternative. Health food stores pave the way before mass market stores pick up products.”– Vice President Mathew Holtmann

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actually made from a pea protein making it safe for vegans and celiacs.

Customers will also fi nd like foods grouped together for the sake of shopping convenience such as gluten-free products. Gluten is a common allergen that a growing number of people who suffer from food allergies avoid.

“The health foods industry has always been a pioneering industry,” remarks Vice President Mathew Holtmann, son of John Holtmann, who worked for the company’s founder Gerhard Seier from 1970 to 1997. In 1997, Seier sold Vita Health, which consisted of a manufacturing business (vita-mins, minerals and herbs) and seven retail stores, to Leiner Health Products of California.

The retail stores came back into family hands less than a year later, when John Holtmann purchased the stores back from Leiner in 1998. The pared down company operated as Vita Health Natural Food Stores of Manitoba, selling both sup-plements and natural foods.

After a distinguished career, John Holtmann recently turned over the day-to-day operations of the stores to his son Mathew but stays involved as a shareholder and advisor.

The company routinely pioneers new products in the marketplace, some of which are eventually adopted by high-volume-buying food chains. One such example is soy milk. Once specialty products are picked up the large grocery chains, it may be diffi cult for Vita Health to compete on price alone, says Mathew, but superior personalized service continues to build the customer base. Holtmann says, “We are always ahead of the curve – looking for the next new alternative. Health

food stores pave the way before mass market stores pick up products.”

“Service is our main competitive advantage,” says Mathew. “It’s something we can do better than our competition, we always strive to provide the best services and continually eval-uate our training programs.”

Rose Castro is the store manager of Vita Health’s Garden City location and is someone that customers can talk to with confi dence. A pharmacist in her native Philippines, Castro also holds her CNPA credential, making her a valuable resource for her customers.

Castro maintains that a nice family-friendly atmosphere encourages top employees like her to stay with Vita Health. After she came to Canada in 1993, Castro says she applied for a credit card in 1998 and was supported in her efforts by then president, John Holtmann. He encouraged her to use her credit card wisely, which she took to heart and appreciated. She also enjoys dealing with the customers who come into the store and she genuinely cares about them, often knowing most on a fi rst name basis.

For his part, Mathew enjoys working with young, dynamic managers like Castro. But he is not one to gloss over the tra-ditional ties that have made Vita Health strong. He’s proud of his grandfather’s early values and skills which he says set the

1936Opened Fort Street store front to sell herb mixtures in tea forms. Processed mail order sales on behalf of Hagen Import Co. until fi re destroyed the building in spring of 1940.

1940Moved to Curry Building, 227 Portage Ave., and changed the name to The Vita Health Company. Opened a vegetarian restaurant in addition to the retail store, the fi rst of its kind in Western Canada.

1946Purchased 296 Kennedy St. building for more space.

1968Bought building at 102-104 Osborne St., the second retail outlet.

1970John Holtmann started working at Vita Health Co.

1971Bought building at 108 Osborne St. and opened Garden of Eden vegetarian restaurant, rented out top fl oors and had offi ce and mail orders in basement.

1974Bought NoCo. Drug Company business in Selkirk for the business, equipment and staff. No longer had to hand fi ll capsules but were able to compress into tablets.

1978G.W. Seier retires selling seven retail stores and manufacturing plant to his children.

1982Built 50,000-square-foot plant on Beghin Avenue and later in 1993, expanded plant to 100,000 square feet.

75–YEAR TIMELINE

Opposite: Rose Castro, the store manager of Vita Health’s Garden City location.

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Fall 1997Vita Health Company sold to US manufacturer Leiner Health Products.

March 1998The Vita Health Stores were bought back from the US company and became Manitoba owned and operated by the family once again. Retail offi ce moved to Scott Street then to 106 Osborne where it remains today.

Fall 1999Founded United Health Merchants Ltd. (later renamed Health First Network), a marketing and buying group of independent retailers across Canada. There are 114 member stores.

October 2001Started retailing organic produce at the Osborne Village store, paving the way for the new Vita Health Fresh Market format.

September 2003Our fi rst class of 10 graduates successfully completes the Certifi ed Natural Products Advisor course. Since then, 25 more staff graduate and more employees enroll each year.

March 2007St. Vital Square moves into new unit to quadruple in size and become the fi rst store under the new brand Vita Health Fresh Market.

March 2010Osborne Village moves into what is now the largest store to date, boasting over 4,200 square feet of beautifully merchandised produce, meat, dairy, deli along with vitamins, supplements, herbals, cosmetics and personal care items. This is the fourth Vita Health Fresh Market of our seven retail stores.

August 2010John Holtmann retires and Mathew Holtmann becomes Vice-President.

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tone for growing Vita Health and credits Seier with the kind of vision that has helped to shape the industry as a whole.

Seier, one of the industry’s pioneers, was responsible for many fi rsts. He provided a mail order service in 1936, opened a juice bar in 1940 and created a health newsletter in 1951. He was the fi rst in Canada to open vegetarian restaurant in 1940 and started Vita Health’s very successful manufacturing business in 1974 with his sons Lorne & Mark Seier and his son-in-law John Holtmann. The manufacturing side produced a range of vitamin and mineral supplements and herbs.

Seier stayed involved with the company until 1978 when he sold the business to his children.

“Our initial growth had everything to do with my grand-father,” says Mathew. “He had a vision for a business that was relatively obscure at the time, but one that has grown into a vibrant industry with consistent growth. His work ethic and passion for the industry was what got the business off to a great start. One of his talents was attracting young motivated people to come and work with him, which was how my father, his son-in-law, started working with him,” he offers.

Seier also set the passion for good customer service that marks the company today. “He always said that you have to provide the best service possible, so he was always very proud to answer when people made a request,” says John Holtmann. “He would answer letters the same day they came in, and like-wise, when people came into the store and needed help, he would always give them an explanation. That was a tradition that he put forward – the European tradition of giving service, which is carried forward today.”

Company founder Gerhard Seier (pictured above as a young man and in his later years) was a food industry pioneer. He was responsible for many fi rsts: • began a mail order service in 1936• opened a juice bar in 1940 • created a health newsletter in 1951• launched a vegetarian restaurant in 1940• started Vita Health’s manufacturing business in 1974

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• Wholesaler that distributes to health food stores, restaurants, gourmet and specialty food stores across Canada

• Certifi ed as a re-packager and distributor of organic food products by Pro-Cert Organic Systems

• A member of the Canadian Health Food Association since 1995

• Offering an exclusive private labeling service

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Congratulations to Vita Health on 75 Years of Success

Above: John Holtmann, who worked for the company’s founder Gerhard Seier from 1970 to 1997. He recently turned over the day-to-day operations of the stores to his son Mathew but stays involved as a shareholder and advisor.

Left: Vita Health — all seven locations embrace what John Holtmann called “the European tradition of giving service, which is carried forward today.”

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John Holtmann was only 21 when he joined Seier and was tasked with creating the natural food distributor and vitamin manufacturer in Winnipeg. Holtmann, along with some other family mem-bers, helped to found the Vita Health manufacturing plant, which grew into “quite a large business,” according to the president.

“It was a good industry at the right time with good people who were com-mitted to growing this and seeing how far they could take it,” comments John, who’s convinced that a committed family, along with loyal staff, helped Vita Health meet the various business challenges it has encountered over the years.

In 1998, John Holtmann bought back the retail stores from the California firm that had purchased both the manufactur-ing operations and the retail stores the previous year. “I had a long history with the company, and it was a chance to carry on the family legacy,” says Holtmann.

John Holtmann continued to shape the industry as Seier had done. “When the manufacturing business was sold, and my father bought the retail stores, it was an opportunity for the business to go back to its roots and we got to re-grow the busi-ness all over again,” comments Mathew, convinced that family involvement and loyalty provided a strong foundation for further growth.

Fresh market conceptJohn Holtmann oversaw a number of key developments that helped Vita Health be the kind of successful company that it is today. This included the establishment of the Fresh Market concept.

Mathew says that the decision to con-vert to stores that sold organic produce in addition to the usual supplements car-ried some risk because it involved setting up much larger stores with new systems and staff to support them, and new mer-chandising and marketing plans had to be developed.

The first store to be converted to a fresh market was the Osborne Street store where the headquarters are located today. Unlike some of the fresh markets that were established later and took off quickly, the Osborne Street store did not generate quick sales, but they grew steadily, says Comte. “It took some time for everyone to realize what we had done,

Puresource wishes John Holtmann and Vita Health Staff all the best on your

The new Osborne Village location next to Stella’s enabled growth and provided parking for the flagship store.

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Above: Today, the company boasts 74 of Winnipeg’s finest retail staff, and growing!

Left: The Vita Health Kennedy Street location in 1940s.

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Congratulations Vita Health on your 75th Anniversary!

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but we knew to stay the course based on customer feedback.”

Converting Osborne to a Fresh Market store, we quickly realized a few things: 2,000 square feet did not allow enough space for a good shopping experience and parking was essential. When we opened our next two fresh markets, we leased much larger space that also included parking. This eventually led us to relocat-ing our Osborne store to a larger location beside Stella’s.

Although organic prices are typically different from conventional, Comte said that customers are willing to pay a bit more for quality fruits and vegetables grown organically, which often just hap-pened to taste better. “You taste an organic strawberry and an ordinary strawberry, and hands-down the organic strawberry wins,” she says.

Mathew says his dad was also there to support key decisions through the years such as hiring youthful managers to run

the business. “We’re a young dynamic team as a result,” says Mathew. “We all live in communities surrounding our stores and have direct input into each store’s operations to tailor offerings to each unique community.”

Mathew Holtmann joined his father in the family business after earning a Bachelor of Arts Degree at the University of Manitoba and having worked in the business in various capacities since childhood.

After university, he obtained a Business Administration Diploma from Red River College, where he also discovered that he enjoyed operating a business. While in college, Mathew ran a franchise for College Pro, a business that put students to work on painting and other jobs.

“I actually enjoyed it. I enjoyed it more than I enjoyed school,” recounts Mathew, of his fi rst foray into running his own company. He joined Vita Health full time in 2006, a decision he has never regretted.

“The interesting thing is that this is a very contagious industry. I think it’s impossible to work in this industry and not fall in love with it. It’s all about pro-moting healthy living and lifestyles. I’m lucky in the sense that I get satisfaction from running a successful business but also from the work that our business is doing educating and helping people.”

John Holtmann has stepped back from the day to day operations but remains involved in corporate planning. “I’m close to him and we are both passionate about the business, and we talk about it quite frequently,” sums up Mathew.

In 2010, John Holtmann was inducted into the Canadian Health Food Hall of Fame to recognize his many contribu-tions to the industry as had Seier before him. Through the years, there have been numerous awards for both the business and the family. They include the CHFA Spotlight Environmental Award for Vita Health Fresh Market from the Canadian Health Food Association; several Knights of Columbus awards; Best Health Food Store from Winnipeg Uptown Magazine and Readers Choice Award from Winnipeg Parent Magazine.

John Holtmann was also a board member of the Canadian Health Foods Association for several years and the chairman for four years.

“The interesting thing is that this is a very contagious industry. I think it’s impossible to work in this industry and not fall in love with it. It’s all about promoting healthy living and lifestyles. I’m lucky in the sense that I get satisfaction from running a successful business but also from the work that our business is doing educating and helping people.”– Vice President Mathew Holtmann

“ Live the Healthy Life”

Congratulations to our long-time friends and business associates at Vita Health

on your 75th Anniversarywww.prairienaturals.ca

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Lasting success

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PwC congratulates Vita Health on an impressive 75 years of continuing service and success in the Canadian business community. We are proud to be considered a valued partner, and look forward to sharing in many more years of excellence.

© 2010 PricewaterhouseCoopers LLP. All rights reserved. In this document,

“PwC” refers to PricewaterhouseCoopers LLP, a Delaware limited liability

partnership which is a member firm of PricewaterhouseCoopers International

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Selling high-quality supplements has enabled Vita Health stores to better compete in the health food market.

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There have been numerous chal-lenges throughout the years, according to John. When one of the early stores was expanded from 800 square feet to 3,200 square feet, it was a challenge to simply get enough product to fill the expanded space, he says. It was also challenging to stay competitive as an independent and obtain products on the same terms as the multinational firms. Today, that trend has reversed, and buyers seem to be favoring local independent retailers again, says Holtmann.

Meantime, the family is proud to be a founding member of a buying group, which enables its independent health food store-members to leverage group buying power in order to compete with the mass-market chains. The buying group is Health First Network, which has 114 member-stores across Canada. In addition to volume buying, members take advantage of group marketing pro-grams and share “best practices” with each other.

“If we competed, it wouldn’t work, but since we don’t compete, owners are open to sharing information with each

St Mary Avenue at Hargrave Street cityplacewinnipeg.com

Congratulations to Vita Health for 75 years

of providing us with a fresh approach to

healthier living.

Top Left: Ashley Chornopyski – Purchasing Coordinator

Top Middle: Mathew Holtmann – Vice President

Top Right: Kendra Delichte – Marketing Manager

Front Left: Donna Waller – Office Manager

Front Right: Brenda Comte – General Manager

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CONGRATULATIONS ON 75 YEARS VITA HEALTH! It is with a great deal of admiration and pride that the Canadian Health Food Association (CHFA) Board of Directors, staff and members convey to Vita Health the most heartfelt congratulations on the occasion of their 75th anniversary. As a company, Vita Health has been a long, valued, active and contributing member of the CHFA. John Holtmann has personally made numerous contributions to the CHFA and our industry and was the recent recipient of the CHFA Hall of Fame Award. Vita Health understands their customers' needs and the importance of their goals for better health. Perhaps most important of all, Vita Health has remained true to the practices of it’s found, G.W. Seier and has remained a family business dedicated to the natural health industry. A 75th Anniversary is a tremendous achievement. Congratulations to John, Mathew, Brenda and all the team at Vita Health from all of us at CHFA. Sincerely,

Helen Sherrard Acting President

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Congratulations to Vita Health on your 75th anniversary!

other,” says Mathew. “We get together a few times a year as a group and share best practices and talk about the indus-try and how we can improve each other’s businesses.”

A key success of the group was the creation of the Health First brand of sup-plements. This high-quality, unique line has enabled stores to better compete in their markets. It remains today as a prom-inent brand in all Vita Health stores.

One great program that has evolved from the best practices’ sharing is Vita Health’s Go Green bag program. Every time a customer comes in with his or her own bag, Vita Health donates fi ve cents to a local charity. Mathew says that over $6,000 has gone to a combined number of local charities in the last two years as a result, in addition to saving over 100,000 bags from the landfi ll.

Vita Health loves to support local ini-tiatives that share similar goals and foster a strong community. As a local busi-ness, they honor their responsibility to give back. Donations take many forms

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Congratulations to Vita Health on its 75th Anniversary!

Images from Vita Health’s historic past.

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Congratulations to Vita Health on your

75th Anniversary!

The largest Vita Health store to date – Osborne Village Fresh Market at 4,268 sq ft.

including event sponsorship, media support and innovative solutions such as the “Go Green” program.

“We believe the key to growing a healthy future is build-ing healthy communities today,” says Marketing Manager Kendra Delichte. “We actively participate in getting into the community and spreading the word about healthy lifestyles. You can fi nd us at various local health and wellness events, trade shows, and we even host our own health seminars in-store.”

As for the future, the family and employees agree that Vita Health will continue to be as healthy as some of its customers.

“There is more awareness of the benefi ts of natural health products these days,” says Comte. “It’s not just older customers looking for alternatives to prescription drugs, it’s young families looking to adopt healthier lifestyles. They want to eat healthy and raise healthy children so it’s no wonder that sales of conve-nient, organic meals have increased,” she says.

“A lot of people are getting back to basics, especially those with some health concerns. You can come to the store and fi nd so many choices. Customers are always so surprised at our offerings – they never knew such a place existed here in Winnipeg,” says Comte of new customers.

What does the future hold for this Winnipeg icon?“We’re going to keep fi nding unique items to support the many

different lifestyle choices while continually improving our service and investing in our stores,” promises Mathew. As for the answer to whether there are any more stores on the horizon, “Time will tell,” he replies.

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Head Office Suite 200 – 106 Osborne St. Winnipeg, MB R3L 1Y5 Phone: 204-984-9599 Fax 204-984-9566

For Orders or Inquiries (204) 984-9558 (888) 592-4093 info@vitahealthstores.ca

Osborne Village FRESH MARKET 1 – 166 Osborne St. Phone: 204-984-9551 Monday – Friday 9:00-8:00 Saturday 9:00 – 6:00 Sunday 12:00 – 5:00 store11@vitahealthstores.ca

St. Vital Square FRESH MARKET 19 – 845 Dakota St. Phone: 204-984-9554 Monday-Friday 9:30 – 8:00 Saturday 9:30 – 6:00 Sunday 12:00 – 5:00 store14@vitahealthstores.ca

Garden City FRESH MARKET 2211 McPhillips St. Phone: 984-9555 Monday – Friday 9:30 – 8:00 Saturday 9:30 – 6:00 Sunday 12:00 – 5:00 store15@vitahealthstores.ca

Tuxedo Park FRESH MARKET 180 – 2025 Corydon Ave. Phone: 984-9552 Monday-Friday 9:30 – 8:00 Saturday 9:30 – 6:00 Sunday 12:00 – 5:00 store12@vitahealthstores.ca

City Place 234 Donald St. Phone: 984-9556 Monday-Friday 10:00 – 6:00 Saturday 10:00 – 6:00 Closed Sunday store16@vitahealthstores.ca

Lindenridge 1765 Kenaston Blvd. Phone: 984-9558 Monday – Wednesday 9:30 – 6:00 Thursday, Friday 9:30 – 8:00 Saturday 9:30 – 6:00 Sunday 12:00 – 5:00 store18@vitahealthstores.ca

Reenders Square 46 – 11 Reenders Dr. Phone: 984-9553 Monday-Wednesday 9:30 – 6:00 Thursday, Friday 9:30 – 8:00 Saturday 9:30 – 6:00 Sunday 12:00 – 5:00 store13@vitahealthstores.ca

quite a bunchWe are proud to to have served Manitoba for 75 years. At Vita Health, we want to continue to empower you to make healthy lifestyle choices. We have educated staff, tools and plenty of health food products to help you make informed choices. We can’t wait to meet you in one of our seven locations and build a healthier, stronger you.

our missionVita Health is an established Manitoba family-owned company, founded to provide alternative health choices based on the European tradition of natural therapy.

Vita Health is committed to promoting optimum health through sharing knowledge of natural health products, empowering our customers to make informed choices, and providing products and services of the highest quality.

myvita.ca