To provide premium and efficacious products that have a valid and unique reason for being. Our mission is not to compete but to fill a need that has not been met or to meet a need that has not yet been recognized. Our objective in producing and marketing products is to make life easier for our customers and help lessen stress in their lives. Our view of health is that all departures from wellness have stress at their root. Our approach is proactive on a product-specific basis but is also more broadly focused through our Calm Earth Project which began in 2007 and through Natural Vitality Publishing which produces educational and lifestyle eBooks and our web-based award-winning Calmful Living magazine which is aimed at inspiring calm, creative & conscious living.