Traditional Medicinals, a leader in botanical wellness, celebrates its 50th anniversary, highlighting its dedication to herbal medicine, sustainability, and ethical business practices. Since its founding in 1974, the company has expanded its reach globally, making a significant impact in the health and wellness industry.
“In 1974, Traditional Medicinals was founded with the vision of revitalizing herbalism in North America,” said Jamie Horst, Chief Purpose Officer of Traditional Medicinals. “Now, 50 years later, we continue to lead with sustainability and high-quality herbal products.”
A Legacy of Herbal Medicine and Ethical Sourcing
Traditional Medicinals has led in organic herbal products, becoming the first U.S. manufacturer to market organically grown herbal teas (1980) and to use 100% recycled paperboard for packaging (1982). The company was also one of the first manufacturers to label and market herbal products with FairWild Certified ingredients (2009), reinforcing its commitment to sustainability.”
“Over the last ten years, we’ve invested over $20 million in social and environmental projects, and we are more committed now than ever,” Horst added.
The Origins of Traditional Medicinals
Founded by herbalist Rosemary Gladstar and community organizer Drake Sadler, Traditional Medicinals began as a small herbal shop with a mission to provide natural herbal remedies while supporting fair trade.
“Rosemary was passionate about educating people on the benefits of plants, and Drake was dedicated to social equity,” Horst explained. “Their visit to a supplier community in Guatemala strengthened their resolve to create a company that supports both herbal education and ethical sourcing.”
Today, the company sources from over 35 countries, building long-term, sustainable relationships with farmers and collectors.
Best-Selling Herbal Tea Products
Traditional Medicinals is known for its flagship herbal teas, including Throat Coat®, Smooth Move®, and Mother’s Milk®.
“These teas continue to deliver on quality and efficacy after nearly 50 years,” Horst noted. “Throat Coat, featuring slippery elm bark, is sourced sustainably to protect future generations.”
Smooth Move®, made with Senna, has been used for centuries to relieve occasional constipation, while Mother’s Milk® supports lactation with galactagogues—herbs known to enhance milk production.
“With increasing consumer demand, we are expanding our product line, including the new Stress Ease® line for tension relief and focus,” Horst shared.
Traditional Medicinals’ Commitment to Sustainability
Sustainability is a core focus, with a goal of 80% Fair Trade Certified ingredients by 2030.
“Our business depends on the natural world, making sustainability an essential commitment,” Horst stated. “We work closely with farmers to address climate challenges.”
Recent initiatives include:
- A Natural Capital Impact Assessment to evaluate climate risks
- Solar-powered drying tunnels in Bulgaria
- Regenerative agricultural projects in Paraguay
Social Impact: Investing in Global Communities
Traditional Medicinals has invested over $20 million in global communities, including a mobile healthcare program in the Philippines for abaca farmers.
“These farmers work in remote areas and lack access to healthcare,” Horst explained. “We partnered with the Department of Health to provide cloud-based diagnostic equipment and portable ultrasound machines.”
In November, Traditional Medicinals hosted Filipino doctors at its California headquarters for advanced training. “We are now exploring ways to combat tuberculosis in these farming communities,” she added.
The 50th Anniversary Celebration: ‘50 Years in Bloom’
Traditional Medicinals has launched ‘50 Years in Bloom’, a year-long campaign celebrating its milestone with education, sustainability initiatives, and giveaways.
Key highlights:
- Plant Wisdom Collective: A free online herbal education series launching in May
- Fair for Life Certified Products: New ethical sourcing products arriving in 2025
- Exclusive 50th Anniversary Gift Sets featuring retro packaging
- 50th Anniversary Website: An interactive journey through the company’s history, including an animated Volkswagen bus ride
The Future of Herbal Wellness
As demand for natural products grows, Traditional Medicinals is committed to sustainable growth and fair business practices.
“We aim to increase fair wages, agronomy support, and direct investments in farming communities,” Horst shared. “Advocating for gender parity, education, and water security remains a priority.”
Traditional Medicinals recently became Canada’s No.1 organic tea brand, increasing sales by 25% in the past year.
“We’ve been in the Canadian market since 1984, and all our Canadian teas are produced and sold domestically,” Horst said. “We’re thrilled to see more Canadians embracing herbal wellness.”
