By Victoria Jun, 19, 2020 Business

Naturade partners Kareem Cook and Claude Tellis would be bringing the plant-based revolution to those who are in dare need of the products. These include the urban communities and food deserts that are underserved by the natural products industry. 

The big deal came when Naturade announced the step they have taken to make this a reality. They have partnered with Earvin “Magic” Johnson Jr. and Grant Hill—NBA superstars and businessmen.

“Magic Johnson has been tracking us and watching what we’ve been doing for a few years and he decided to become a significant equity owner,” says Cook.

In terms of how this new development fits the company's goal, Cook says, “There are 86 million prediabetics in the country according to the American Diabetes Association. The health supplement industry is a $13 billion industry and growing. Prediabetic numbers are growing as well. How can those two things exist at the same time—how can that paradox exist?”

Cook stated that the major problem of the company is that the natural space isn't targeting the consumer who is in dire need of the product. He states that “It’s because they don’t think that people who are less mindful of health will buy their products. The goal for most companies is to make money; they want to sell to the Whole Foods of the world—they want to sell to the premium stores where they can sell a product for a high price and people will buy it. And that’s a great business model but it doesn’t solve the problem.”

Cooks shares, “I grew up in the Bronx. Why should people in my family have to get on a bus and a train to get to Whole Foods to buy these products when they should be able to go downstairs to a local store and have the same access? We’re talking about access. Magic understands that from his own business dealings. He proved people wrong so many times before, and this is an opportunity to prove people wrong again, and to make a successful business doing it.”

In terms of the partnership, Magic Johnson said, “I’ve followed Kareem and Claude’s journey for some time and their mission aligns well with my own passion to live a healthy lifestyle. I strongly believe in exercise and being intentional about what I eat and drink. Therefore joining Naturade was an easy decision. Together we are proving that if you offer people healthy products that taste good and can positively impact their well-being, they will make the changes necessary to improve their lives.”

• Also pointing to the big picture, Cook says, “You’re spreading health and education. For instance, the silent killer in our community is diabetes and that’s because it’s cultural to eat a lot of products that have sugar in them. But people don’t realize there’s sugar in things like rice and bread. So the educational component is part of this business—not only just selling products that help people get healthy and lose weight…but also educating people on why they should make changes.”

Tags: Magic Johnson NBA BLM

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