Country Focus
January 2010
Timely reminder from Herbalife that poor nutrition can be improved
TWENTY years of ‘solid business and continuous growth’ in Spain has seen Herbalife established as a leading player in a market where demand for nutritional supplements is rising - 2009 saw growth of 12 per cent over the previous year.
With obesity on the increase, said to be one of the worst health risks this century, the company’s aim of providing nutrition to support a healthy lifestyle is a timely reminder for people who want to improve their health and their circumstances.
Herbalife products are sold through a network of independent Distributors, based on an assessment of customers’ personal needs. Ongoing motivation and guidance to maintain good diet and exercise requires regular contact. Relationships are strengthened as a result in a way not always associated with every direct selling company.
new products but the principles and values of the organisation. Nobel Laureate Professor Louis Ignarro is a member of the Nutritional Advisory Board, and the company funds a selection of clinical research studies around the world.
One local initiative is an agreement with the Council of Health in Madrid to study the nutritional habits of the Complutense University of Madrid. The aim is to better understand the nutritional status of young students and take measures to avoid future food disorders.
Promotional activities ensure the company’s profi le is maintained. Examples include the sponsorship of basketball player Sergio Rodriguez in the United States’ national league and, more recently, the signing of a collaboration agreement with CF Valencia, one of the leading soccer teams in the Spanish Primera Liga.
At the neighbourhood level, Distributors are having great success with a new way of sharing information and promoting both the business and the products. Called Nutrition Clubs, these events are a place where customers and potential new customers can taste the products, meet others and enjoy leisure and sporting activities. Fundraising activities support a charity organisation called Aldeas Infantiles which works to improve childhood nutrition.
Country Director Gerardo Vallejo said there was much to celebrate, despite the diffi cult economic situation. “We have managed to keep the same level of growth as in previous years and remain in the top three or four best-selling Herbalife markets in Europe,” he said.
“Our priority for 2010 is to continue our work with universities and health authorities to support the development of new products to reduce obesity and nutrition disorders in our country. At the same time, if direct selling is to be considered the globally acceptable business we all know it to be, upholding the standards of quality and ethical practice will be vital, both internally as a company and externally as an industry.”
