What Makes Health Food Stores So Different?

While visiting health food stores over the past 20 years, I've noticed many things that set them apart from the mass market-type stores that boast whole food and supplement sections. The following are my observations as to what makes health food retailers who they are.

Value System

Because most health food stores are owner operated, they function on a different business model and value system than larger big box and chain outlets. Quality is a reflection of strong and heartfelt core values that override capitalistic tendencies to compromise.

Last year, I directed a research study that involved 540 (of the 1,500) Canadian health food stores to determine industry trends. The results clearly indicated that health stores are operated by people who are not just in "business" but who also live the life of natural health and have a deeply rooted passion to see people prosper in their natural health decisions. Let's face it, when we experience something great we want to share it with others!

Product Integrity

In a world where processed food and pharmaceutical manufacturers are jumping on the natural health bandwagon, a frenzy has been created. Today you can buy natural health products at your corner grocery store, drugstore, department store or large grocery. According to Deane Parkes, natural health industry consultant, consumers are confused by multiple choices and conflicting recommendations.

This confusion is the result of mixed retailer values. Are large grocers and pharmaceutical giants more concerned about the integrity of their products or about profit margins? If the answer is integrity, why are they in the business of selling dead food that provides no nutritional value?

On the other hand, health food retailers generally decide what products to sell using a value system that states, "If I won't eat it or take it myself, I will not sell it." Last year, I was on a road trip when the person I was travelling with started feeling sick. The next town we drove through had no health food store, so I went to a large grocery to pick up some echinacea and vitamin C. What a revealing experience! First, the salesclerk did not understand what the products I wanted were for. Second, I did not feel comfortable taking his suggestions on quantities in how to administer it to my friend particularly because I had never heard of the manufacturer and couldn't trust the content of the products. The next week, I went to a health food store that I had never been in before, yet the security I felt in buying a quality product from a woman who conducted herself like a professional gave me confidence in my purchase.

Staff Selection

When I shop, I am always amazed at the product knowledge of the staff. Buying from them is like buying hockey equipment for your young son from a person who has played hockey and knows more about it than you do. You value his opinion. Many health food store staff are registered nutritional product advisors (RNPAs) or natural product advisors (NPAs) who see work as a passion rather than as just a job.

A Resource Not Just a Place to Buy

A sick friend recently called me for advice on how to pursue a natural health lifestyle. Because he lived in another town, my best suggestion was to visit the alive Web site (alive.com), find the nearest health food store and develop a relationship with the staff. Health retailer employees often have insights into the best local practitioners, community programs and natural health cooking classes, and can be an important part of your health team.

For these reasons and more, health food stores deserve customer loyalty in the face of increased competition from giant chains who won't make decisions for any other reason than capitalistic gain. Health food stores are more than an investment in your health: They support and preserve integrity for you and your grandchildren to come.