In addition to its brick-and-mortar stores, Manitoba’s Vita Health has more than 260,000 square feet of manufacturing, packaging and distribution facilities that make it one of the province’s major exporters
BY SABRINA CARNEVALE
FOR nearly 90 years, Vita Health has been a cornerstone of the Manitoba community, known for its organic groceries, supplements, herbs, natural beauty products and eco.friendly household items. The company has built a strong reputation for promoting health and wellness.
“The pandemic was challenging, but we’ve come out stronger than ever,” says Mathew Holtmann, president of Vita Health Fresh Market. Vita Health currently operates six Fresh Market locations in Winnipeg, employing approximately 150 people. The most recent store opened during the pandemic.
“We opened a new location on Route 90 during the pandemic, and we recently renovated our Portage location. This year, we’re planning to update our Osborne store, especially with all the renewal happening in the Village,” Holtmann explains. “We actually have fewer [stores] than we used to, but more square footage than we’ve ever had.”
The Holtmann family has deep roots in the health industry. In 1936, G.W. Seier — Holtmann’s grandfather joined Vita Health and later acquired the retail stores in 1998, rebranding them as Vita Health Natural Food Stores of Manitoba, known today as Vita Health Fresh Market. Seier eventually established his own manufacturing facility in St. Boniface, which supplied vitamins and supplements not only to his local retail chain but also to stores across the country.
In 1997, the manufacturing division was sold and continues to operate in the city as Vita Health Products Inc., a leading private label over-the-counter (OTC) pharmaceutical manufacturer. Since then, the company has changed ownership several times and is now owned by a major private equity firm. Mathew Holtmann joined the family business in 2000 and, now representing the third generation, has served as president since 2011.
He credits the success of Vita Health to growing consumer awareness, with people becoming more mindful of their food choices and increasingly conscious of the need to protect the environment. “Some people are looking to pay more for organic food. Some people are looking to supplement or do a vegan diet or a pescatarian diet — there’s a million health philosophies out there,” says Holtmann.
“We’re not here to tell anybody, ‘You should be doing this, or you shouldn’t be doing that.’ We’re here to be that place where people can get information so they can make educated decisions that are right for them.” Holtmann recognizes that inflation has been a significant concern in recent years, and opting for organic products or adding supplements to one’s diet often comes with an additional cost. “That was a huge concern for us,” he says.
However, research indicates that in the post-pandemic era, people are increasingly prioritizing health and wellness. A report commissioned by Canadian wellness platform Dialogue Health Technologies Inc., and conducted by Canadian market research firm Environics Research, shows that 71 per cent of working Canadians have become more health-conscious over the past few years.
“Research is showing that people are putting greater emphasis on health and wellness post-pandemic. It seems to be one of the last priorities they’re willing to sacrifice,” Holtmann says. “Whether it’s quality food, gym memberships, activities. If anything, the importance of these choices has only become more entrenched.”
“Some people are looking to pay more for organic food. Some people are looking to supplement or do a vegan diet or a pescatarian diet — there’s a million health philosophies out there. We’re not here to tell anybody, ‘You should be doing this, or you shouldn’t be doing that.’ We’re here to be that place where people can get information so they can make educated decisions that are right for them.”
Vita Health president Mathew Holtmann joined the family business in 2000 and credits its success to growing consumer awareness Vital Health’s training centre is located at their Osborne Village head office. The trend toward balanced health was gaining momentum even before the pandemic, but the lockdown period sparked an increased emphasis on well-being. Now that life has returned to a sense of normalcy, Canadians are refocusing on proactive health measures.
According to Ipsos FIVE consumption tracking, over one-third (33 per cent) of daily decisions are motivated by the demand for healthy and nutritious foods and beverages. Holtmann says that while Vita Health cannot prescribe treatments as they’re not healthcare practitioners, the company provides information to help people make informed decisions. They also operate a training center at their Osborne Village head office, where team members regularly receive training on various products. “We have certified natural product advisors who study and do coursework,” he explains. Recently, Vita Health also revamped their website, which has resonated well with customers. People can now check product availability, order same-day delivery and track their driver, similar to popular food delivery apps. Holtmann says that this technological advancement has been a game-changer. “An independent local retailer like myself wouldn’t be able to develop an app at that level, but now those tools exist.” Additionally, while curbside pickup was introduced during COVID, many customers still opt for in-store pickup, valuing the personal interaction with staff. The shift to digital has been a major effort, Holtmann adds, but it’s allowed Vita Health to compete with larger retailers, creating a more level playing field in the market. The executive management team outside of the Westwood store: Ryan Labonte, Mathew Holtmann, David Forde and Kelly Lyons.
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- 150 Beghin Avenue Winnipeg, MB. R2J 3W2 204-661-8386 (General Inquiries); 877-637-7557 (Customer Service)
