Naturkost, a health supplement company, embodies a true rags-to-riches tale showcasing the power of a great idea, belief, and hard work. The journey commences with Sverre Rui, a farm boy from Sem in Vestfold, born in 1931. Sverre’s youth was marked by WWII memories, manual labor, and a knack for fixing cars. In 1956, he purchased ‘Frukthuset,’ a small shop in Moss, evolving from fruit and tobacco to health products.

By the 1970s, health products gained traction. Sverre sensed the industry’s growth potential, founding Naturkost S. Rui AS in 1977. He imported ‘Herbal Tea’ from Switzerland. Growth prompted a new building in Moss by 1983. A breakthrough came with ‘Longo Vital’ in 1984, later losing its Danish partnership. Undeterred, strong customer connections and innovative products sustained growth. Ester C acquisition marked a pivotal investment.

In the 1990s, Naturkost soared. Collaborations expanded their presence. Sverre retired in 1996, succeeded by Bjørn Frøland, who led Naturkost’s glory decade. The 2000s brought changes – struggles in wholesaling, new products, a monumental partnership with MCN, and refocused efforts. Today, Naturkost’s legacy lives on through enduring brands like Ester C, Kyolic, Ruis Selolje, and more.