For 20 years, North Royalton’s Vital Choice Health Store has been leading the way in keeping our community healthy
By Mimi Vanderhaven
David and Mike Ventresca grew up in Strongsville, the sons of a health-conscientious oral surgeon who helped teach other physicians about natural health. So, it’s no surprise the two brothers both developed a passion for health and education, which they put into practice 20 years ago with their opening of Vital Choice Health Store.
The brothers practice what they preach; well into their forties, they are both fit, trim, bright-eyed and alert.
Mike, who writes a monthly health column for Mimi, admits that the supplement industry is ripe with unproven claims and ineffective magic pills. That’s why education is at the heart of his company’s culture.
“We’re all about informative health shopping,” Mike says.
“We use the acronym UURR to refer to the information we provide; it must be useful, usable, relevant and reliable. The more you know about supplements, the smarter choices you can make and the more your health will improve.”
Company Values
Reliable information is a part of a set of values that has allowed Vital Choice to thrive for 20 years. Those values are: helpfulness, enthusiasm, thoroughness, integrity, teamwork and fun, and one way these values manifest themselves in the store’s culture is how the staff is paid.
“No one on our team is on commission,” Mike explains.
“We’re here to help you solve an issue. Unlike corporate chains, we don’t push certain products and we don’t have agendas or sales goals. Sometimes a client asks one question that demands seven others. We may spend 30 minutes with someone and if they leave without buying anything, that’s okay.”
Vital Choice has an on-staff dietitian who also serves as a trainer.
“Every Vital Choice employee goes through a professional education program that deep dives into a variety of health concerns,” Mike says. “Our dietitian trains, but she’s is also on the floor several days a week. As a result, we have a highly educated team.”
Scientifically-proven Products
When it comes to product lines, Mike is driven to carry the most effective, scientifically-validated products he can find.
“Not all herbal products are the same,” he cautions.
“The quality varies greatly based on which herb, where it comes from and when it was picked. We’re an independent company so we aren’t married to certain brands. We do a lot of research and offer the top-quality products. As with any business, we have to merge what our customers want with what we think is best. That’s why much of our selection features good, better and best. There is so much junk out there making wild promises and people are wasting their money. Our integrity is all we have. In fact, we offer a 60-day purchase guarantee even if the product is opened.”
Competitive Pricing & Innovation
In terms of pricing, Vital Choice is 30-40% off retail on many leading national brands, which is consistent with Amazon. Plus, the Vital Choice brand can also save you a lot of money.
Over the past 20 years, Vital Choice has kept itself on the cutting-edge because of a commitment to innovation, particularly in customer service. The store now has an e-commerce site where you can shop online (VChoice.com) or the staff will shop for you and have your order bagged and ready to go curbside.
Plus, their Vital Choice Rewards program allows you to earn discounts, see your purchase history, scan products, place orders and check pricing and availability. You can even pay for your order with your thumbprint. Every Tuesday, you can earn double points.
The store’s monthly e-newsletter features original content, including articles and YouTube videos.
“Our goal is to stay true to ourselves, but also offer 21st Century conveniences that our clients expect,” Mike adds.
Vital Choice has also formalized its vendor training program.
“We’re telling vendors that they have to meet our standards for training and education. It’s just too important. We’re constantly bringing in speakers and industry experts to train and we expect our vendors to know what they are talking about.”
Vital Choice Health Store is located at 9243 Sprague Road in North Royalton’s Timber Ridge Plaza. Please call 440-885-9505 or visit VChoice.com.