STORES Magazine - January 2010 - (Page 20)

EXECUTIVE SUITE / MARKETING Fruit of the Earth A berry launched Sibu Beauty – and a blessing has sustained it BY SANDY SMITH W hile on a family vacation to Calcutta, Bruce McMullin detoured into a Tibetan adventure in pursuit of a small berry. It turned out to be a savvy business decision that has improved the lives of people in one of the world’s harshest environments — and captured the attention of the Dalai Lama. Call it kismet, but that’s how Sibu Beauty was born. The antioxidant power of the sea buckthorn berry has built a thriving business, but the boost came through a story that only reinforces its complementary goals: beautiful people, beautiful earth. Every new business has mountains to climb, but Sibu’s beginnings literally required scaling the Himalayas. While in India, McMullin met Ayurveda specialist Nico Khanna, who told of a magical fruit that could endure the harshest conditions but offered amazing physical results. (Ayurveda is a system of traditional medicine native to the Indian subcontinent.) McMullin and his family flew to Tibet, spent a day acclimating to the al20 STORES / JANUARY 2010 titude (12,500 ft. above sea level) and began their search for the sea buckthorn berry. Driving over a mountain pass at 18,300 ft., a valley revealed what McMullin refers to as “the sea buckthorn kingdom.” Sea buckthorn may not be familiar to Western audiences, but its medicinal uses were first documented by a Tibetan healer some 13 centuries ago. Ancient Greeks used it to give their horses a lustrous coat, and the fruit helped to sustain Genghis Khan’s troops. More recent studies have cited the berry’s abundance of the antioxidants Omega 3, 6 and 9 and the elusive Omega 7, which aids in collagen production. The hearty berry thrives in the harshest conditions, growing in sandy soil at altitudes of 4,000 to 14,000 ft. McMullin spent months investigating other regions, including Russia, Armenia and China: Convinced that Tibet offered the best crop, McMullin — a lifelong entrepreneur — opened factories, purchased processing facilities and immediately tripled the price that the Tibetans WWW.STORES.ORG http://WWW.STORES.ORG

Table of Contents for the Digital Edition of STORES Magazine - January 2010

STORES Magazine - January 2010
Editor's Page
President’s Page
Retail People
CEO Profile
20 Ideas Worth Stealing
Digital Coupons
Customer Loyalty
Labor Scheduling
Data Management
Human Resources
Retail Fraud
Loeb Retail Letter
ARTS Update
NRF News
Point of View
Retail Industry Calendar
End Cap
Global Powers of Retailing

STORES Magazine - January 2010