Brand Compliance
PREMIER PARTNERS
We want to recognize companies that are closely partnering with independent retailers for the long haul. These companies all have strong MAP policies, provide excellent retailer and customer support, have excellent quality products, and are partnering with NPI to further advance our mission and protect this industry.
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In Compliance
Advanced Orthomolecular Research (AOR)
MAP: 20% off MSRP Effective 1/1/18
Ancient Nutrition
MAP: 10% off MSRP
*Multi Collagen now available at select Costco locations.
Bluebonnet
20% off MSRP
Bulletproof
Seems to be sold at MSRP.
Buried Treasure
MAP: 20% off MSRP
Lester Burks, owner of Buried Treasure, is a key manufacturer leading the charge for a renewed focus on independents and MAP.
Carlson Labs
25% off MSRP (effective 9/1/17)
Dr. Mercola
20% off MSRP.
Enzymedica
They have a very well enforced 25% off policy.
Herbs Etc.
MAP is 15% off MSRP
Himalaya
32% off MSRP (effective 12/1/16)
Host Defense
25% off MSRP (effective 1/14/14)
Hyalogic
20% off MSRP.
Irwin Naturals
25% off MSRP
KAL
We have met with numerous high level executives with Nutraceutical. They have a deep commitment to independents and renewing their MAP approach.
*As of Q1 2019, Nutraceutical has begun implementing a 30% MAP policy and is cleaning up their Amazon presence very well.
Life Seasons
15% off MSRP MAP
Megafood
On October 25, 2018 Robert Craven informed the company that they will be moving into the mass market. He stated that the move into mass by companies was “overall a good thing”.
-What we know so far is that the move will be targeted skus.
-They are promising a commitment to fair pricing across all channels.
MegaFood claims their goal is to use mass as a way to tell their story and gain brand exposure and hope people will go to natural retailers to buy the product.
UPDATE: 2/14/2019
So far, it seems that Megafood will only be retailing 6-10 skus in FDM. Even better, the prices seem to be in line with what independents are selling at. It looks that MegaFood is holding to their mission on this thus far.
Their MAP is 25% off MSRP.
Mount Angel Vitamins
20% off MSRP.
Natural Factors
20-30% off MSRP depending on products and line drives (effective 1/1/14)
Met with Kathy McKnight, VP of Sales, at Expo West 2018. Natural Factors is a leading brand at enforcing and supporting fair MAP practices.
Nature's Plus
MAP of 15% off MSRP
Effective 4/7/14
*They are currently trying to improve their enforcement on gummies and liquids as they are harder to keep in compliance for some reason.
Nordic Naturals
MAP of 15% off MSRP
Nutrigold
25% off MSRP (effective 11/27/17)
Met with Andrew Dalton, VP of Sales, at Expo West 2018 and he expressed Nutrigold’s deep passion for independants and seeing lasting change in the industry.
ONNIT Labs
Items seem to be sold at MSRP online.
Paleo Pro
Effective 2/1/19
The Minimum Advertised Price for any PP product shall not be less than 10% below the current Manufacturer’s Suggested Retail Price (MSRP) if sold online when shipping is provided free to the customer and not less than 20% when shipping is customer-paid. For brick and mortar retail locations, the MAP pricing will not be below 25% of the MSRP.
Planetary Formulas
30% off MSRP (effective 12/1/17)
Probulin
25% off MSRP.
Pure Essence
Details coming soon.
Pure Planet
15% Off MSRP.
Quality of Life
Details coming soon.
Redd Remedies
20% off MSRP
They are very committed to brick and mortar and are offering a program called Better than Amazon, where retailers have a supreme advantage over online.
Solaray
We have met with numerous high level executives with Nutraceutical. They have a deep commitment to independents and renewing their MAP approach.
*As of Q1 2019, Nutraceutical has begun implementing a 30% MAP policy and is cleaning up their Amazon presence very well.
Solgar
Update: 3/1/19 their MAP has now been moved to 25% off MSRP.
30% off MSRP Met with April Lowry in 2017. Solgar is very big on cutting off offenders quickly and is committed to lasting changes.
SoTru
20% off MSRP MAP
Source Naturals
30% off MSRP (effective 12/1/17)
Sunwarrior
Met with Jerry Burt at Expo East 2018. Sunwarrior has a 13% MAP and is taking Amazon in house now.
Terry Naturally
20% off MSRP.
Thorne
Practitioner line that doesn’t allow any online discounting.
Vibrant Health
20% off MSRP.
Vital Planet
Brenda Watson, founder, is very passionate about enforcing MAP. She has instituted a MAP of the MSRP price to show maximum support to brick and mortar.
Vital Proteins
*Vital Proteins can now be found in FDM but we have not yet noticed in egregious discounted pricing.
Striving Towards MAP
Amazing Grass
They have a varying MAP policy between 25-29% depending on what product.
Barleans
Update 7/26/19:
Barleans has moved their MAP to 25% off MSRP. Very good sign of continued progress.
Update 6/27/19:
Barleans is improving on Amazon but Vitacost and other online resellers are not being policed. Some items are over 40% off.
30% off MSRP (effective 1/1/17)
Spoke with VP of Sales, Lisa Nielsen, on 5/16/18. She informed me that Barleans is implementing a wholesale cost plus policy for online exclusive businesses to help level the field for brick and mortar retailers. In addition, they are vetting all of these accounts much more strictly. Lisa also went on to sincerely say how hard Barleans is working to make this right and that she is admittedly loyal to the independent channel.
Country Life
Update 8/2/19: Country Life has moved their MAP from 35% to now 25% off MSRP.
Gaia
Gaia has implemented a policy to buy back offending products to track what vendors are selling them so they can then stop selling to those vendors.
Update 4/18/19: Gaia is still trying to find ways to implement a successful MAP pricing policy.
Garden of Life
30% off MSRP (effective 1/1/18)
-Flash sales do not apply
-Wobenzym N may be sold at 40% off
*As of Q2 2018, Garden of Life introduced an FDM exclusive line that is a knock on their commitment to the independent channel. Kent Keyser, GOL VP of Sales has stated that GOL is committed to making this right. Read more here.
*As of Q4 2018, GOL’s MAP is now in danger due to FDM sku demand forcing pricing down on their other items.
Kyolic
Spoke with them at Expo West. They are implementing a unilateral price policy. The policy will require all vendors to agree to terms to sale online. Map will be 25%
Life Extension
Life Extensions is currently trying to find third party companies that can effectively handle their needs. Check back for updates.
Natren
20% off MSRP (effective 8/1/17).
Per Q4 Amazon check in 2018, Natren is struggling to enforce their MAP at the moment. NPI is reaching out to Natren.
Nature's Way & Enzymedic Therapy
UPDATE: Effective 3/1/19, Nature’s Way will be implementing a MAP of 25% off MSRP. They are partnering with MAP Protected to ensure this happens effectively.
Per email correspondence in August 2018, Nature’s Way does not enforce a MAP policy at all.
Neocell
MAP: 25% off of MSRP
4/18/19: Met with company representatives that informed they are currently fine tuning their approach and taking care of distribution challenges that lead to some issues.
Plant Fusion
MAP isn’t currently a set percentage. They are striving towards having a 20% MAP across the board.
Rainbow Light
MAP: 30% off of MSRP
4/18/19: Met with company representatives that informed they are currently fine tuning their approach and taking care of distribution challenges that lead to some issues.
Renew Life
MAP: 30% off of MSRP
4/18/19: Met with company representatives that informed they are currently fine tuning their approach and taking care of distribution challenges that lead to some issues.
Ridgecrest Herbals
MAP 25% off MSRP effective 8/23/17
Discussed MAP with them in April 2018. They expressed that they have a strong desire to support independents and enforce a MAP. Being they work with a number of distributors there are a few more obstacles they currently need to go through.
Vega
Details coming soon.
Vitalogic
We have met with numerous high level executives with Nutraceutical. They have a deep commitment to independents and renewing their MAP approach.
*As of Q4 2018, Nutraceutical has begun reducing their authorized resellers to less than 10 from 400. A MAP policy has been promised to be coming soon after.
Wiley's Fish Oil
Details coming soon.
ZHOU
*Update 8/19/19: ZHOU (Nutraceutical) has released a ‘flex’ MAP for ZHOU basically saying that their MAP can flex for specials and holidays to meet the demands on Amazon.
ZHOU, is a brand that began as a direct to consumer brand and was acquired by Nutracuetical. They are a new breed of brand that views MSRP as being dead (which NPI agrees with). Therefore they do sell online at their MAP price and we recommend retailers that carry them to follow suit. Work with Nutracuetical to make sure you get the margin you need to make this work for your company.
Not in Compliance
Doctor's Best
They do not have a MAP.
Jarrow
Spoke with Rory in February 2018 and was informed that only a number of Jarrow items are MAP compliant and the company has no desire to change this. Furthermore, Jarrow is focusing on competing with Swanson Vitamins. Their main advice to retailers: Increase EDLP’s and get BOGO’s. Also, they do not recommend adhereing to MSRP.
MRM
Update 2019: Quote from Rocky Palamara with MRM
MRM has stopped selling to Amazon directly in an attempt to further clean up the MAP pricing issues. We have also engaged with a new Third Party company that is in the process of further identifying rogue sellers. As a matter of fact, 2 accounts were identified today and MRM will be shutting down their accounts today. We have also just recently closed another large on line account that choose not to adhere to MAP.Our third party company believes that we should be in much better shape as it pertains to MAP by the end of Q1 or very early Q2 2019
2018:
Met with Rocky at Expo West 2018 and was informed that MRM is moving forward with a new MAP inforcment agency. Changes are expected to be visable Q3 2018.
Natrol
Per email correspondence in August 2018, Natrol does not enforce a MAP policy at all.
Nature's Sources
Products from this company like Absorbaid and Kolorex are discounted very highly online. Most every item is over 40% off!
Natural Vitality
MAP of 40% off Effective 2/8/17
4/18/19: Met with company representatives that informed they are currently fine tuning their approach and taking care of distribution challenges that lead to some issues.
New Chapter
A majority of items have a MAP of 40% off MSRP. Realizing that this is essentially worthless, New Chapter is making all new items have a MAP of 30% off MSRP.
Now Foods
As of 01/01/19
NOW will select a few retailers to control their Amazon pricing on Essential Oils ONLY. Speaking with Dan Richard, there is a strong potential that this will move to an expanded part of the line in Q2 2019. However, no MAP has been discussed yet.
-Spoke with Dan Richard (VP of Global Sales and Marketing) in late 2017. Now Foods is not interested in a MAP at this time. The company does not believe in enforcing a policy that could involve lawsuits over what pricing people should resale goods at. It was also mentioned that, to them, MAP may not be in NOW’s best interest.
Nutricology
Details coming soon.
Paradise Herbs
Details coming soon.
Shen Min
Details coming soon.
Trace Minerals Research
Details coming soon.
UP4
Details coming soon.
Disclaimer: These findings are from our report that you can view here. Please note that the companies listed as in compliance have an efforced MAP of 30% or better, per NPI’s standards. If you are a company and feel we have you in the wrong category, please contact us immediately. Over time, we will begin adding the specifics of each company’s policies along with correspondence updates in the additional info field.
