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| Danny Wells |
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Introduced into the business working at his parent's health food store in 1960,
Danny Wells is a natural products industry veteran of over 40 years. The former owner of some of the most
successful natural food stores in the country, his stores generated annual sales in excess of $1,000 per
square foot—three times the industry average. His after-tax net of over $100 per square foot was also among
the highest in the industry.
In addition to his retailing success, he has several years of industry manufacturing and distribution experience.
Active in the industry's trade association, Danny has served on the board of directors for both the national
NNFA and NORCAL. Under his chairmanship, the NNFA Standards Committee began the first testing and reporting
procedures for natural foods and supplements industry.
A former recipient of the NNFA Retailer of the Year Award, Danny is currently president of Danny Wells and Associates,
a consulting firm specializing in natural product industry services. Through his seminars, workbooks, audio programs,
and private consultation service he has helped more than a thousand retailers and suppliers to increase sales and profits.
In his work analyzing business operations, he brings best-practice intelligence from other industries to natural products
businesses and provides crucial benchmarking data to his clients.
Over 10,000 industry members in the U.S., Australia, Canada, England, Holland and New Zealand have attended his
highly-acclaimed seminars. He has authored over 200 published articles in the following industry publications, Whole Foods
Magazine, Vitamin Retailer Magazine, Health Supplement Retailer, NNFA Today, Natural Foods Merchandiser, Natural Products
News (United Kingdom.) and Natural Health Products Report (Canada).
He is in high demand internationally as a keynote speaker to provide insight, impressions and trend analysis for the
$150 billion global nutrition industry and its components, including the vitamin/supplement and the natural and organic
food industries.
Thirteen of his most popular seminars have been published in audio programs and syllabus handbooks. Publications he has
authored include: The Employee’s Guide To Natural Products Retailing, The Natural Products Retailing Operations Manual,
A How to Appraise and Buy or Sell a Natural Product Business, and A Complete Guide to Opening and Operating a Natural
Products Business.
Danny served as a member of the NNFA Task Force Committee, and Chairman of the Board of Living Naturally, a technology
and web services provider for the natural products industry. He has appraised and facilitated in the merger,
acquisition or sale of over 200 natural products businesses.
Danny and his wife, Lonnie, are parents of five children and enjoy nine grandchildren. Recipient of the Boy Scouts of
America District Award of Merit, he is active in the Boy Scout and church youth programs and is an avid organic
gardener.
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