Old Guard, New Win: A 57-Year-Old Brand’s Blueprint for Modern Success

SANTA FE, N.M. – June 11, 2026 – In an industry often defined by fleeting trends and aggressive marketing, a 57-year-old herbal supplement company just proved that steadfast integrity is a powerful engine for innovation. Herbs, Etc., a practitioner-founded firm from Santa Fe, has won the 2026 Mindful Award for Superfood Product of the Year. The winning product, ChlorOxygen® Lemonade Powder, beat out more than 2,500 nominations nationwide, earning recognition from the independent CPG awards program less than six months after its launch.

The win is more than a trophy; it’s a validation of a business model that has remained largely unchanged for nearly six decades. While competitors chase viral ingredients and flashy labels, Herbs, Etc. has focused on a quieter, more deliberate path: sourcing fresh plants, employing proprietary extraction methods, and formulating products with a depth that can only be earned over time. This award signals that in a market saturated with noise, consumers and industry experts are increasingly rewarding authenticity.

A Legacy of Integrity in a Crowded Market

Founded in 1969, Herbs, Etc. has built its reputation far from the hype cycles of the modern wellness industry. The company’s philosophy is a direct reflection of its roots in Santa Fe, a region with a rich heritage of herbal medicine. It operates on a principle of “fresh plants, honest formulas, no shortcuts,” a mantra that stands in stark contrast to the market’s trend-driven landscape.

“This recognition means something to us because of what it's based on,” said Dan Coyle, President of Herbs, Etc. “We didn't win this because of a marketing campaign. We won it because we've been committed to doing things right for 57 years.”

This commitment is evident in their operational choices. The company sources its botanicals from a network of organic family farms and eco-conscious wild harvesters, prioritizing the vitality of fresh, whole plants. These ingredients are then processed in small batches at their Santa Fe facility using proprietary methods, such as cryogenic grinding, designed to preserve the full spectrum of the plant's compounds. This meticulous approach is central to the company’s identity and its competitive edge.

In a supplement market projected to swell into a multi-trillion-dollar industry, such dedication is rare. “The natural products industry is full of products that look good on a label,” noted Sara Steinbeck, Director of Sales and Marketing at Herbs, Etc. “What's harder to find is a brand with the sourcing practices, the extraction expertise, and the track record to back it up.”

The Science and Strategy of "Wellness-on-the-Go"

The award-winning ChlorOxygen® Lemonade Powder is a masterclass in adapting a legacy product to a modern audience. It builds on the success of the company's flagship ChlorOxygen® liquid chlorophyll, one of the top-selling chlorophyll supplements in the natural products channel. The new powder format directly addresses a powerful consumer trend: the demand for convenient, portable wellness solutions.

The global chlorophyll supplement market, valued at over $300 million in 2023, is projected to nearly double by 2031, fueled by health-conscious millennials and Gen Z consumers seeking plant-based, functional products. Herbs, Etc. has tapped into this by packaging its trusted formula into single-serve stick packs. Each serving delivers 50mg of chlorophyll and 3 grams of dietary fiber with no sugar and 100% vegan ingredients, creating a simple, on-the-go ritual for consumers seeking natural energy and daily cleansing support.

While social media has amplified claims about chlorophyll’s benefits—from acting as an “internal deodorant” to improving skin health—the scientific community remains cautious, noting that many benefits are anecdotal and require more rigorous study. Most supplements contain chlorophyllin, a water-soluble derivative that is more easily absorbed by the body. Experts generally agree on its antioxidant properties but often recommend whole green vegetables as the primary source of nutrients. Nonetheless, the positive consumer experience is undeniable, with users widely reporting increased energy, improved digestion, and clearer skin.

Herbs, Etc. has strategically positioned its product not as a miracle cure, but as a trustworthy component of a healthy lifestyle—a message that resonates in a market where consumers are growing more discerning.

The Currency of Credibility

For a consumer navigating the dizzying aisles of the natural products sector, third-party validation is invaluable. The Mindful Awards program, now in its eighth year, aims to provide just that. It evaluates products on criteria including ingredient transparency, innovation, and sustainable sourcing. Its judging panel consists of independent industry experts, and its roster of past winners—including heavyweights like Chobani, Bob's Red Mill, and Oatly—lends it significant credibility.

Winning this award provides Herbs, Etc. with a powerful tool to cut through the marketing clutter. “Consumers are getting smarter about what they're buying, and we think recognition like this helps them see the difference,” Steinbeck explained.

This external validation reinforces the company’s internal narrative of quality and trust. By securing placement in key natural product gatekeepers like Whole Foods and Sprouts, alongside major online platforms like Amazon and iHerb, Herbs, Etc. has ensured its time-tested formulas are accessible to the modern consumer. The success of ChlorOxygen® Lemonade Powder demonstrates that a 57-year-old commitment to doing things the right way isn't just a nostalgic story—it's a potent and highly relevant business strategy.