Honing their expertise in leading-edge vitamins, supplements, natural foods and organic hair and skin care products, Vital Choice Health Store provides an educational experience for anyone looking to boost their wellness.

their father’s belief that your peak health begins with sound nutrition.

“As a surgeon, our dad was ahead of his time, always researching studies on alternative medicine and its impact on the body’s well-being,” says Michael. “His dedication is the inspiration to make our business education-based. Every member of our team follows an ongoing professional education program to be at the forefront of vitamin and supplement knowledge.”

Supplementing is more important today than it was 50 years ago. Michael reports that due to soil degradation, over-farming and mass production, our food does not contain the same rich level of nutrients it used to. Vitamins and supplements fill the gap between where we are and where we should be.

He feels the supplement industry has become more mainstream, with our major health systems adding integrative medicine departments. Vital Choice’s physician referral program allows them to interface with local medical practitioners—and the practitioners feel comfortable sending patients to them.

Not all supplements are created equally.

Michael likens product integrity to an apple falling from a tree. If you pick it up and eat it right away, you’ll be ingesting the premium level of nutrients. But if you pick up another apple that fell off the tree a long time ago and is rotten, eating it won’t produce the same benefits.

“There’s a lot of misinformation and poor quality—even counterfeit— products lurking on the internet,” he explains. “With counsel from our naturopathic doctor and registered dietician on staff, as well as exploring peer-reviewed research, we hand-pick the most effective, scientifically validated lines of products that we stand by whole- heartedly.”

Michael notes that over the years, the processing techniques have advanced and paved the way for more affordable and bioavailable supplements that are derived from whole foods. They procure only the best quality from suppliers around the world.

“There will always be specific supplements that people are interested in—from CBD and hemp to collagen, probiotics, magnesium and hyaluronic acid,” he says. “We separate the facts from the hype, making sure our customers are educated about their expectations. We want them to live healthier, happier lives—naturally.”

Vital Choice has expanded its personal care products to include everything from natural hair color to skin care and body care.

“We listen to our customers intently,” he says. “And more of them are interested in organic, chemical-free products. People are realizing they need to pay as much attention to what they put on their body as they put in their body.”

In terms of effectiveness, he says studies show plant-based skin care products can work just as well as chemical-based ones when it comes to reducing the appearance of wrinkles and fine lines.