Mitch Gould's Evolution of Distribution Model Provides Gateway for Global Health Brands Entering U.S. Market

For more than three decades, Mitch Gould has guided international health and wellness brands into one of the world's most competitive arenas: the U.S. retail market. As founder and CEO of Nutritional Products International (NPI), Gould continues to refine his signature Evolution of Distribution model, a turnkey platform that gives global manufacturers a cost-effective, streamlined pathway to American consumers. Every year, I see companies with fantastic products that struggle when they try to launch in the U.S., said Gould. They often approach this market as if it were just another extension of their home country. The reality is the U.S. has its own consumer mindset, regulatory landscape, and retail culture. That's why NPI exists—to provide brands with a roadmap.

Gould's Evolution of Distribution consolidates the critical components of a successful market entry under one roof. Regulatory expertise forms a cornerstone of the approach, with NPI employing a food scientist with FDA experience to guide brands through compliance challenges. Logistics represents another critical component, with NPI's logistics professionals managing shipping, customs, and warehousing, ensuring products reach the U.S. market without delays. The sales and retail access component leverages decades of relationships across the retail spectrum, with NPI's sales team connecting brands with the country's largest and most influential retailers. Marketing and promotion completes the comprehensive approach, with NPI's sister company, InHealth Media, offering specialized health and wellness marketing campaigns that deliver both consumer awareness and retailer buy-in.

Gould's career has taken him inside the national headquarters of nearly every major U.S. retailer—including Walmart, Costco, Target, CVS, Walgreens, Rite Aid, Home Depot, Lowe's, Sam's Club, Kmart, and 7-Eleven. He also played a pivotal role in helping launch Amazon's health and wellness category in the early 2000s, securing placement for more than 150 brands during the category's formative years. Speed to market and cost-effectiveness are what international brands need most, Gould said. That's what the Evolution of Distribution delivers. It's a one-stop solution built on decades of real-world experience. Nutritional Products International (NPI), founded by retail distribution expert Mitch Gould, specializes in launching and expanding product sales in the U.S. Through its proprietary Evolution of Distribution platform, NPI provides international and domestic manufacturers with a cost-effective, turnkey solution for FDA compliance, logistics, sales, and marketing. NPI has worked with leading global brands, retailers, and sports icons to ensure a smooth path from concept to consumer.