From Soil to Science: A Legacy Brand's Modern Health Mission

PALMYRA, WI – February 27, 2026 – As public health data reveals a deepening crisis rooted in modern dietary habits, a 97-year-old nutritional supplement company is undertaking a significant brand evolution to re-emphasize a message it has championed for nearly a century: whole food is the foundation of health. Standard Process, a family-owned company based in rural Wisconsin, has launched a bold initiative to elevate the conversation around whole food nutrition, aiming to bring renewed visibility to its foundational role in an era dominated by ultra-processed products.

The move comes at a critical time. Recent studies paint a stark picture of the American diet, particularly for the youngest generation. Research published in the Journal of the American Medical Association found that ultra-processed foods now account for over 60% of daily calories consumed by children and adolescents, an increase over the past two decades. Simultaneously, CDC reports indicate that fewer than 13% of American adults meet the recommended daily fruit intake, while only 10% meet vegetable guidelines. This widespread nutritional gap is directly linked by a vast body of scientific evidence to a higher risk of obesity, type 2 diabetes, cardiovascular disease, and other chronic health conditions.

“Restoring nutritional integrity as the foundation of health has been a guiding principle of Standard Process since 1929,” said Charlie DuBois, the company's President and CEO, in a statement. “Our understanding of whole food nutrition continues to advance. There has never been a more important time to empower people in changing their lives.”

A Response to a Growing Public Health Crisis

Standard Process is positioning its renewed focus as a direct answer to these alarming trends. The company’s philosophy argues that the nutrient deficiencies created by modern diets require targeted, whole food-based solutions. Rather than isolated synthetic vitamins, their approach emphasizes supplements that provide a complex array of phytonutrients, enzymes, and cofactors as they exist in nature.

To address specific nutritional gaps, the company highlights products like its SP Children's® ProSynbiotic, which offers a prebiotic and fiber blend designed to support the microbiome and digestive health in children, whose diets are often saturated with processed foods. For adults, products like SP® Red Food, a whole food astaxanthin supplement, are formulated with a mix of phytonutrients aimed at supporting cardiovascular and muscle health—areas of concern for a population largely deficient in fruit and vegetable intake.

This focus on whole food solutions is a deliberate counterpoint to the hyper-palatable, nutrient-poor products that dominate the food supply. Experts note that ultra-processed foods are engineered for overconsumption and are associated with negative impacts on nearly every organ system, posing a significant threat to global public health. By offering concentrated whole food nutrition, Standard Process aims to provide a tool for practitioners and patients to help bridge the gap between a typical modern diet and optimal health.

From Soil to Science: A Vertically Integrated Approach

What truly distinguishes Standard Process in the crowded and competitive supplement market is its deep-rooted commitment to controlling its supply chain, a philosophy encapsulated in the phrase "from soil to supplement." More than 80% of the raw plant ingredients in its products are grown on the company's own 1,200-acre USDA-certified organic farm in Palmyra, Wisconsin.

“Understanding the origin of your ingredients is essential,” noted Simone DuBois, Senior Director of Business Development. “When they are grown on our certified organic farm or intentionally sourced, we can confidently stand behind their quality, purity, and nutrient density.”

The company doesn't just practice organic farming; it employs regenerative agricultural techniques aimed at actively improving the land. This includes applying over 500,000 pounds of its own organic compost annually and conducting regular soil testing to ensure mineral and nutrient integrity. Research from institutions like the Rodale Institute and the University of Washington has validated this approach, showing that regenerative farming can significantly increase soil organic matter, improve water retention, and, crucially, boost the nutrient density of crops. Studies have found that regeneratively grown foods can contain higher levels of key vitamins like B1, E, and K, as well as essential minerals such as magnesium, calcium, and zinc, compared to their conventionally grown counterparts.

This agricultural commitment is paired with a unique investment in scientific validation. The company operates the Nutrition Innovation Center (NIC) in Kannapolis, North Carolina—the industry’s only research center dedicated exclusively to whole food nutrition. The NIC integrates agricultural science with discovery labs and clinical research to explore the mechanisms of whole foods, identify bioactive compounds, and develop new formulas. This allows the company to not only grow nutrient-dense crops but also to scientifically validate their effects, bridging the gap between traditional farming wisdom and modern evidence-based medicine.

Empowering Practitioners in a Competitive Market

While many supplement brands like Garden of Life and MegaFood market directly to consumers with an emphasis on organic and non-GMO credentials, Standard Process has historically adhered to a practitioner-centric model. Its products are primarily distributed through healthcare professionals, including chiropractors, naturopathic doctors, and acupuncturists. The new brand evolution is designed to further empower this network.

This strategy positions the company as a trusted partner for integrative health professionals, providing them with not only high-quality supplements but also the clinical education to use them effectively. The company's rollout of its new brand experience includes prominent participation in professional events like Parker Vegas and its own Cultivate Symposium series. At these gatherings, practitioners receive resources like a clinical booklet featuring over 100 whole food-based protocols tailored to specific patient needs.

By focusing on professional education, Standard Process carves out a defensible niche. It operates on the principle that nutritional intervention is most effective when guided by a knowledgeable practitioner who can assess a patient’s individual health status. This B2B approach fosters loyalty and ensures its complex, systems-based products are used appropriately for better patient outcomes. The brand refresh, coupled with its unique farm-to-lab-to-clinic pipeline, aims to solidify its leadership position within the integrative health community as it continues to advocate for a food-first approach to wellness. The company plans to continue rolling out elements of its brand evolution throughout 2026, signaling a long-term commitment to its mission.