For more than three decades, Mitch Gould has guided international health and wellness brands into the competitive U.S. retail market through Nutritional Products International (NPI). Gould's Evolution of Distribution model offers global manufacturers a turnkey platform that provides a streamlined pathway to American consumers. Many companies with excellent products struggle when attempting to launch in the U.S. because they approach the market as an extension of their home country rather than recognizing its unique consumer mindset, regulatory landscape, and retail culture.
The Evolution of Distribution consolidates critical market entry components under one roof, including regulatory expertise through an FDA-experienced food scientist who guides brands through compliance challenges. Logistics professionals manage shipping, customs, and warehousing to ensure products reach the U.S. market without delays. NPI's sales team leverages decades of relationships across the retail spectrum to connect brands with the country's largest and most influential retailers. Through its sister company, InHealth Media, NPI offers specialized health and wellness marketing campaigns that deliver both consumer awareness and retailer buy-in.
Gould's extensive career has taken him inside the national headquarters of nearly every major U.S. retailer, including Walmart, Costco, Target, CVS, Walgreens, Rite Aid, Home Depot, Lowe's, Sam's Club, Kmart, and 7-Eleven. He also played a pivotal role in helping launch Amazon's health and wellness category in the early 2000s, securing placement for more than 150 brands during the category's formative years. This experience directly informs the Evolution of Distribution model, which addresses the speed to market and cost-effectiveness that international brands need most.
The importance of this approach lies in its ability to overcome significant barriers that prevent otherwise viable products from reaching American consumers. The U.S. market presents unique challenges in FDA compliance, distribution logistics, and retail relationships that can overwhelm international companies attempting to navigate these systems independently. By providing a comprehensive solution built on decades of real-world experience, NPI's model reduces the financial risk and time investment required for successful market entry. This matters because it enables more international health and wellness innovations to reach American consumers while providing retailers with vetted products that have proper regulatory compliance and marketing support already in place.
The Evolution of Distribution represents a significant shift in how global brands approach the U.S. market, moving from fragmented, piecemeal strategies to integrated solutions that address all aspects of market entry simultaneously. This comprehensive approach not only benefits manufacturers by reducing costs and accelerating timelines but also serves American consumers by bringing diverse, high-quality health products to market more efficiently. As global interest in health and wellness continues to grow, platforms like NPI's become increasingly important for connecting international innovation with the world's largest consumer market while ensuring proper regulatory oversight and retail integration.
