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Continuing coverage of the Health & Wellness @Retail 2013 Conference

BY Jason Owen

For continuing coverage and the latest headlines of the Health & Wellness @Retail 2013 Conference, please see our special section.

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Former Trader Joe’s president shares secrets to creating a business culture

BY Antoinette Alexander

Focus on culture, and then build a strategy. That was a key message that Doug Rauch, former president of Trader Joe’s, had for attendees Friday morning.

“This to me is the secret and basically the [one thing that can’t be copied] — culture. Culture is the DNA of a company,” Rauch told attendees during his keynote address titled, “Creating the right cultural and strategic framework for delivering a true health-and-wellness destination in the store.”

During his presentation, sponsored by the American Heart Association, Rauch reflected on his 31 years spent with Trader Joe’s, the last 14 years as president, and growing the business from a small nine-store chain in Southern California to a nationally acclaimed retailer with more than 340 stores in 30 states.

Rauch began at the chain’s inception, sharing with attendees what is probably a little known fact: Trader Joe’s owes its existence to the convenience store chain 7-Eleven.

“So how did this company that literally started as a chain of convenience stores in 1958 as a knock-off 7-Eleven, which wasn’t in California at the time, how did this company come to be the one that ends up on the front page of Fortune magazine a couple of years arguably as the hottest and most secretive retailer in America?” Rauch said. Rauch said that all good businesses have a clear sense of why they exist. Who would miss a company if it disappeared, and why?

“So, one of the things we did at Trader Joe’s is we wanted to deliver outstanding values and products that we think our customers would want that actually benefit their wellbeing. So, we had to do that by reinventing buying,” he said. Reinventing buying involved buying direct, private label, limited SKUs and viewing manufacturers as partners. The company also focused on creating destination products and creating a corporate culture that promotes the sharing of values, not rules.

“As you are looking at growing health and wellness, make certain you are focused. Make certain you know, ‘Who am I, and what am I doing in this marketplace for the customer?’” Rauch said.

“Only from scar tissue and experience do we start to learn that we really ought to focus on our culture to make sure it is ready to absorb and accept any changes in strategic shifts, he said. “Because try to put a strategy on a culture that is not ready for it, and you will get an automatic rejection and culture will win every time.”

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Muscle Warfare brand to hit GNC store shelves in June

BY Jason Owen

 WELLINGTON, Fla. — Embark Holdings, Inc. announced through its wholly owned subsidiary, Muscle Warfare, Inc., the launch of its elite sports nutrition brands at select GNC stores throughout the nation.

Muscle Warfare announced the 40-store launch rollout. "There have been many opportunities for Muscle Warfare to distribute its brands and we are excited to have this opportunity to develop a relationship with GNC Holdings. We feel it will blossom throughout the year and will add strong distribution and growth opportunities for the Muscle Warfare brands," said Daniel Amato, CEO/president.

In addition, Mr. Amato states, "With GNC’s close support and their extremely talented sports nutrition team, we anticipate rapid growth of sales for Muscle Warfare brands throughout the GNC distribution network. Also, it’s exciting to showcase our new packaging and marketing plans with this launch because we believe it will achieve strong success and propel Muscle Warfare toward its calculated domestic and worldwide expansion."

Muscle Warfare has already begun shipments of product to the various store locations. The full line is also available on www.GNC.com and is anticipated to begin and finish being placed on shelves throughout the month of May and lead into a strong coordinated launch in June.


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