Salus: Health product range for the specialist trade

Health is a perennial topic. More and more people are discovering the power of nature to prevent illness, to give strength and for self-medication. Salus is one of the leading companies in the field of over-the-counter natural remedies and food supplements, and it offers a huge range of products. The company operates in 50 countries. After restructuring its sales concept, Salus now intends to concentrate its attention on the French market with the help of the wholesaler Pur Aliment (Pural).

Founded in 1916, the company Salus can look back over 95 years. The product range that it has created since it was founded by Dr. Otto Greither – the father of the current owner Otto Greither – is impressive. It consists of 1,500 articles connected with health, of which 300 are teas. Since 1968, medicinal, herbal and spice teas, culinary herbs, over-the-counter medicines and remedies, herbal sweets, food supplements and diet foods have been produced at the company’s headquarters in Bruckmühl in Bavaria. The company has 260 employees at this location, and the Salus Group employs 500 people in total. (Picture: Managing director Otto Greither sets great store by competence and fairness)
 

As well as Salus Haus (Bruckmühl), the Salus Group comprises other specialised companies like Schoenenberger (fresh plant juices) and Duopharm, that since 1978 has produced natural remedies exclusively for chemist shops (Germany). Since 1979, the firm Herbaria has also belonged to the Salus Group. That company’s teas, herbs and spices are standard stock in many specialist wholefood stores. The Salus Group has a turnover of about 100 million euros and in recent years has recorded continuous growth. (Picture: Modern bottling plant guarantees very high product standards)
 

Exporting has long been an important part of the business. The top 5 destinations for exports in Europe are great Britain and Ireland, Sweden, Benelux, Italy and Spain. In collaboration with the wholesaler Pur Aliment, the company now wants to concentrate on the French market, because developments in the organic market in France are very promising. In 2009, it grew by 10 – 15 %, and in 2008 growth as high as 25 % was recorded. The market for food supplements, diet foods and natural cosmetics is around 1.4 billion euros (a little under 50 % of turnover attributable to organic food). So it’s an attractive market. (Picture: Salus product range in the German specialist trade)
 

A large number of measures are planned for the current year to support the specialist trade in France. For example, retail customers are being trained in situ by practitioners of alternative medicine, and a French homepage is being created. Twice a year, the magazine “NaturEllement” deals with themes relating to Salus and Salus products (teas, fresh plant juices, tonics and tablets) for shops and for the end user. In addition, the products are promoted consistently in stores by marketing measures, like offers alternating twice a month, product leaflets, samples and displays. Also, brand recognition is promoted by regular adverts in the best known organic magazines. Salus will be represented with a stand at “Les Rencontres de Natexpo” at the beginning of June in Lyon. Shop owners have visited Salus in Bruckmühl and got to know the company on its home ground. (Picture: Pur Aliment - a reliable partner with great expertise in the French organic market)
 

Advising customers is extremely important for the Salus product range. Expertise is created and assured by training, and nine training sessions given locally by a practitioner of alternative medicine were planned. The first event took place at the end of March in Strasbourg and was well received, with great interest being shown in the products.
 

Back to the company. An important issue for the owner of Salus, Otto Greither, is fair partnership. Ecological responsibility is also integral to the convictions and philosophy of the firm.  Mr Greither was eco-manager of the year in 2003, and he was awarded the Bavarian Order of Merit in 2008. The ecological commitment of the firm is reflected in the use of 82 % organic herbal raw materials and also in the comprehensive environmental programme of the Salus Group. For over 20 years, the company has focused on organic raw materials, of which 30 – 40 % are sourced from the Salus farm in Chile, where it has created about 100 jobs for the local population. The company also operates a number of projects for special crops like devil’s claw and rooibos. Some of the ingredients for the fresh plant juices are grown close to where they are processed in Magstadt near Stuttgart. In total, Salus processes about 1,000 tons of herbs a year. (Picture: The Salus farm in Chile supplies between 30 and 40 % of organic raw materials)
 

Salus’s eco-balance benefits not only from the high proportion of organics but also from its sustainable operations elsewhere in the company. In the summer of 2008, a photovoltaic installation started to produce electricity - 10,000 kWh a year, with the rest of their consumption being eco-electricity from the Schönau power company. Two solar installations help to heat the water and the buildings, and 90 % of the organic waste is fed into a biogas plant. Further energy savings are scheduled in the company’s environment programme up to 2011. A core department for environmental protection is responsible for the sustainability report and the information it provides. Further projects are the Auwald biotope (educational trail and museum) opposite the firm’s site in Bruckmühl that since 2000 has demonstrated the rich biodiversity of local flora and fauna. Salus is a partner in the 20,000 m² biodiversity project Alb-Gold-Krauterwelt (the world of herbs) in the Swabian Alb. (Picture: Sustainability and protection of the environment are priorities)
 

Company facts and figures:

Area: over 33,000 m²
Employees: 500
Customers: Health food stores, chemists, specialist wholefood stores
Own organic agriculture in Germany and Chile
Exports: 50 countries worldwide; top 5 in EU: Great Britain and Ireland, Sweden, Benelux, Italy and Spain
Non-EU: USA, Canada, Norway, Switzerland and Australia
Total turnover of the Salus Group: ca.100 million euros