Mission, Vision, Values


Faroson believes in a different approach to business: One where people come before profits. Our Mission is to treat our employees like family and believe the fairer they are treated, the more productive they will be. We believe in paying a fair wage to ensure they are able to take care of their families.

We believe the earth is our greatest resource and shouldn’t be taken for granted. If we take care of it, it will take care of us. Hence, we recycle, reuse and reduce wherever possible.

We believe that the most gratifying form of corporate profit is the kind returned to the people and communities that make it possible.

If Faroson can successfully operate according to this philosophy, then maybe every company in the world can too.

The Founder's Vision

The Natural Products Association strives to achieve a broader, more accessible marketplace for natural products that will improve the quality of life for consumers worldwide.

To understand ranchers in view of helping them achieve their goals.

“Become and be recognized as the global leader in wellness products, providing our customers with brands that are loved and trusted by consumers and are winning value-creators in their industry.”

Statement of Values

To be the most valued and respected Nutritional Supplement Company in the world. Not because of our size, but because of our responsiveness to customer needs, innovative solutions and unwavering commitment to quality.

Customer Focus

Every decision we make goes through a Customer Value Filter. If it doesn’t add value to our customers, we don’t do it. We will serve our customers with a passion for excellence in every customer interaction.


We provide innovative solutions to customer needs by listening and responding with a sense of urgency. Innovation also means continued evaluation and improvement of our processes resulting in better products and pricing for our customers.


We are committed to uncompromised quality from product development to finished product release. Quality means going beyond the basic GMP requirements. Every employee is accountable for the quality of their work and the satisfaction of our customers.


At Columbia Nutritional, our customers are assured the highest levels of professionalism, integrity, transparency and confidentiality

Teamwork | We work together

The Nature's Bounty Co.'s supportive culture encourages and rewards collaboration. While aiming to strike a healthy balance between individual and group goals, we are united in a shared vision for our company.

Integrity | We do the right thing

The Nature's Bounty Co. is committed to observing the highest ethical standards whenever we do business, to being open, honest and transparent and ensuring the safety of our products and our Associates.

Accountability | We do what we say we're going to do

Each of us at The Nature's Bounty Co. is responsible for the contributions we make to our company, our customers and the communities in which we live and operate. Our Associates are empowered to take personal ownership of their actions, make decisions and meet their commitments.

Respect | We treat others as we would like to be treated

We at The Nature's Bounty Co. strive to bring out the best in ourselves and others by fostering a spirit of understanding, mutual respect, open communication and active listening at every level. We recognize the benefits of our differences.

Agility | We embrace change and drive speed in everything we do

At The Nature's Bounty Co., our Associates are always learning, questioning, and challenging the status quo in our efforts to be the best.