Rainbow Light Bolsters Executive Management Team to Champion New Sales Initiatives
Leading Women’s Nutritional Company Transforms Brand through Improved Business Structure, Packaging and Product Offering
SANTA CRUZ, Calif. (July 11, 2013)—As a pioneer in the natural women’s, prenatal, and men’s supplements, Rainbow Light today announced the appointment of two senior-level officials to help champion new sales and marketing initiatives. Michael Galef, Vice President of Marketing, and Jim Ford, Vice President of Sales, will spearhead the launch of the company’s new sales distribution model, introduce new packaging design and prepare for the debut of a groundbreaking product offering as part of Rainbow Light’s brand evolution. These business strategies are intended to increase sales, engage consumers and continue to grow the natural supplement category.
“I am honored to join Rainbow Light, a company that has seen remarkable success while maintaining its values,” said Galef. “I look forward to helping grow the brand through strategies that add value to both our stakeholders and customers, are a catalyst for positive change, and deliver results that ignite sales.
With expansive experience in the health, food and nutrition arena with companies such as Gardein Protein International, Dr. Sears Family Essentials and Alacer Corp. (makers of Emergen-C), Galef has been instrumental in launching brands that define how functional foods and supplements are fundamental to keeping people healthy and motivated to stay fit. At Rainbow Light, he plays an important role in communicating benefits of the brand to both retailers and customers.
Ford joins the company with 20 years of experience in the natural industry and a solid international background of creating and driving successful programs that spur operational growth and profitability at companies including Explorers Bounty and Tree of Life.
At Rainbow Light, Ford and the executive team have been instrumental in implementing a first-of-its-kind sales model that has doubled the company’s sales force, combining a broker network, internal sales and education team. The new model provides accessibility, improved communication and service in every region nationwide.
“This unique sales model is the best of both worlds,” Ford shared. “It offers customers direct engagement and an in-depth knowledge of the benefits of Rainbow Light’s first-class product, while reaching a mass audience with skilled representatives.”
Rainbow Light will introduce a new logo and fresh packaging that brings the brand to life. The innovative bottle design is a sleek tube suitable for all sales channels that offers a more contemporary look and magnetic shelf presence. The new circular logo more colorfully embodies Rainbow Light’s positioning as encompassing complete wellness solutions throughout each stage of life, in support of women as the health-care decision makers for their entire family-communities. The new packaging debuts in early fall of 2013.
“We’re proud of the trust women place in us for themselves and their families and friends, as a health ally from pregnancy through menopause and beyond. With our new leadership team and initiatives, we’re expanding that reach in exciting ways, while retaining our heritage and core values,” offers Linda Kahler, President of Rainbow Light for more than 25 years.
To complement its brand transformation, Rainbow Light is planning for the September launch of a cutting-edge vitamin with unique offerings that will revolutionize the supplements category.
For more information on Rainbow Light and its products, visit rainbowlight.com
About Rainbow Light
Founded in 1981 in Santa Cruz, Calif., Rainbow Light® is a pioneer of the natural industry’s number one-selling women’s and prenatal multivitamins. Rainbow Light understands that women are the CEOs of their families’ health. Its customized wellness solutions give every woman the edge she needs to nurture herself and those within her circle of influence. Rainbow Light’s best-in class formulating experts have created a superior line of food-based supplements that deliver uncompromised performance through therapeutic, clinically-researched potencies and combinations. Formulated with enzymes, botanicals, probiotics and superfood concentrates, these supplements deliver meaningful health benefits and optimal nutrients that transform well-being and empower every woman to take charge of her family’s health. With a long history of environmental stewardship, Rainbow Light is committed to operating sustainably by becoming the first vitamin brand to convert to EcoGuard™ bottles - made from 100-percent post-consumer recycled material which are BPA-free, FDA approved and 100 percent recyclable. Rainbow Light products are available at natural retailers and specialty stores throughout the U.S., including Whole Foods Markets, Super Supplements, MOM’s Markets, Mrs. Greens, Pharmaca, Vitamin Shoppe and Earth Fare, and online at the company’s website. For more information, visit rainbowlight.com, facebook and twitter