Vital Earth

What Vital Earth does

Vital Earth Minerals is a privately held, bootstrapped direct-to-consumer supplement company founded in 2000 by Rhonda Ahrens and headquartered in Grand Junction, Colorado. The company specializes in fulvic and humic plant-based mineral supplements derived from a single freshwater humate deposit in the American Southwest, more than 25 feet below the surface. Its core proprietary technology is a water-only (alkaline) extraction method performed at ambient temperature — without acid solvents, heat, or pressure extrusion — that preserves fulvic acid in its natural pH 7.0–9.0 form, in contrast to industry-standard acid extraction at pH 2–4. The product portfolio spans Mineral Blend (fulvic + humic), Fulvic Minerals, Humic Minerals, Super Strength Humic Minerals, Super Multi (a liquid multivitamin with methylated B vitamins targeting MTHFR-variant consumers), Cal-Mag (with D3 and K2 as MK-7), Vital Joint, an Animal Fulvic formula for pets, a topical Fulvic Mineral Mist, accessory SKUs (pump, measuring glass), and curated bundles. Products are cGMP-certified, third-party batch tested, packaged in BPA-free HDPE, and supported by a peer-reviewed research portfolio referenced through an in-house Research Library.

The company operates a multi-channel go-to-market built around its Shopify-based direct e-commerce storefront (vitalearthminerals.com), with a Subscribe & Save subscription program offering 20% recurring discounts, bulk-purchase incentives (10% off orders of 6+ units), and free shipping at $60+. A wholesale program serves retailers and wellness practitioners with bundled free educational materials, and international reach is achieved via channel partnerships with iHerb (global) and Na'vi Organics (UK). Pricing on core 32 oz liquid SKUs ranges from $31.29 (Cal-Mag) to $43.49 (Vital Joint), with subscription pricing 20% below one-time purchase. Customer segments are horizontal across health-conscious adults, families, pet owners, and wholesale buyers; demand generation relies on organic social (Facebook, Instagram, YouTube, TikTok), content marketing (Learn Hub, research library, blog, product quiz), email newsletters, and the Vital Rewards loyalty program. The company employs 5 people, has not raised external funding, and has operated continuously for 25+ years under founder ownership.

Name

Vital Earth

Legal name

Vital Earth Minerals LLC

Website

https://vitalearth.org

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

Vital Earth Minerals is a bootstrapped, founder-owned DTC supplement company (founded 2000, 5 employees, Grand Junction, CO) that sells plant-derived fulvic and humic liquid mineral supplements via its own e-commerce site, a wholesale program, and channel partners iHerb and Na'vi Organics, with a Subscribe & Save subscription model and an MTHFR-friendly liquid multivitamin line.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191), Ground or Treated Mineral and Earth Manufacturing (327992)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Humic & Fulvic Substances (Humates) (AFABADAC)

akta.pro secondary industry

Minerals & Trace Elements (Calcium, Magnesium, Zinc, Iron; Chelated Minerals) (AFAJAKAB)

Keywords

• Liquid mineral supplements
• Fulvic acid supplements
• Humic mineral extracts
• Plant-based minerals
• Dietary supplements

Headquarters

HQ city

Grand Junction

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct E-Commerce Sales: One-time and subscription purchases through vitalearthminerals.com. Products sold at retail pricing with 20% discount for subscribers. Free shipping on orders $60+. Bulk discount of 10% for orders of 6 or more units.
2. Subscription / Subscribe & Save: Recurring subscription model with 20% savings across all products. Customers choose delivery frequency (monthly to every 6 months). Auto-renews, cancellable anytime.
3. Wholesale Program: Wholesale channel for retailers and practitioners. Free wholesale informational materials (pamphlets, postcards, trackers) with orders. Bulk pricing.
4. International Retail Distribution: Products available through iHerb (global) and Na'vi Organics (UK). Revenue through retail distributors.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

Vital Earth Minerals manufactures and sells liquid fulvic and humic plant-based mineral dietary supplements derived from a single freshwater humate deposit in the American Southwest, using a proprietary water-only extraction method at ambient temperature with no acid, heat, or pressure. The product portfolio includes fulvic, humic, multi-mineral, calcium-magnesium, and joint-health liquid supplements for humans and pets, sold primarily direct-to-consumer via e-commerce with a Subscribe & Save subscription model and through a wholesale program for retailers.

Product overview

Vital Earth Minerals is a direct-to-consumer and wholesale supplement brand specializing in fulvic and humic plant-based minerals. The core product portfolio centers on liquid mineral supplements derived from a single plant-derived freshwater source in the American Southwest. The main product lines include: Mineral Blend (fulvic + humic combined), Fulvic Minerals (cellular focus), Humic Minerals (gut focus), Super Strength Humic Minerals (enhanced gut support), Super Multi (whole food liquid multivitamin with methylated B vitamins), Cal-Mag Liquid (calcium/magnesium with D3/K2), Vital Joint (joint health), and Animal Fulvic Minerals (pet/animal formula). The company also offers topical (Fulvic Mineral Mist Spray) and accessory products (measuring glass, pump), plus curated wellness bundles. Wholesale customers receive free informational materials including pamphlets, postcards, and trackers. All products are 100% plant-based, GMP certified, naturally alkaline, and third-party tested.

Differentiator

Problem solved

Functional benefit

Products and services

• Mineral Blend Liquid Supplement, 32 Oz. Foundational daily liquid mineral formula combining fulvic and humic minerals from a single plant-derived freshwater source, supporting cellular energy and gut microbiome health for adult consumers.
• Mineral Blend Liquid, 14 Single-Serve Packs/Box Convenient single-serve packaging of the Mineral Blend formula for on-the-go consumption by adult consumers seeking travel or portable mineral supplementation.
• Fulvic Minerals Liquid, 32 Oz. Concentrated fulvic mineral supplement delivering over 70 naturally occurring ionic trace minerals from a plant-derived freshwater source, supporting cellular energy, nutrient absorption, and gut microbiome health for adult consumers.
• Humic Minerals Liquid Supplement, 32 Oz. Humic mineral supplement working primarily in the digestive tract to support gut microbiome balance, gut barrier integrity, and short-chain fatty acid production for adult consumers.
• Super Strength Humic Minerals Liquid, 32 Oz. Higher-concentration humic mineral supplement for enhanced gut support and digestive system benefits for adult consumers seeking intensified digestive wellness.
• Super Multi Liquid Multivitamin, 32 Oz. Whole-food-based liquid multivitamin with methylated B vitamins (methylfolate, methylcobalamin, P-5-P), fulvic minerals as cellular absorption co-factor, and no synthetic isolates; MTHFR-friendly formula for adult consumers.
• Cal-Mag Liquid Supplement, 32 Oz. Calcium and magnesium supplement with D3, K2 as MK-7, and fulvic minerals, using three complementary calcium forms to support bone mineralization and direct calcium to bone rather than soft tissue for adult consumers.
• Vital Joint Liquid Supplement, 32 Oz. Joint health supplement supporting bone, muscle, and structural wellness with targeted ingredients for adult consumers.
• Fulvic Mineral Mist Spray, 3.4 Oz. Topical fulvic mineral spray for skin application and external use by adult consumers seeking skin radiance and clarity benefits.
• Animal Fulvic Minerals Liquid, 16 Oz. Fulvic mineral supplement formulated for animal use, suitable for pets including dogs, cats, and horses with species-specific dosing for pet owners.
• The Ultimate Daily Wellness System (Bundle) Comprehensive curated bundle designed to support whole-body vitality, strengthen the structural system, and optimize nutrient absorption for adult consumers.
• The Vital Reset Starter Pack - 3 Essentials (Bundle) Detox and re-mineralization bundle designed for a clean start, helping the body function at its best for new adult consumers seeking an entry point to the product line.
• Reusable 1.5 oz Measuring Glass Reusable 1.5 oz measuring glass for measuring and consuming liquid supplements, sold as a branded accessory to adult consumers.
• Pump for 32 oz. Bottle Convenient dispensing pump accessory for 32 oz supplement bottles, sold to consumers for easier handling and dosing of liquid supplements.

Quantifiable outcome

• Alkaline fulvic acid stimulated Lactobacillus bacteria up to 600% more than acidic preparations in a 2026 Nature Scientific Reports study (Rudnicka et al.)
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature4 records

Partnerships

Two partnerships are on record, tiered core and regional.

• iHerbcoreChannel Partner/ Reseller/ DistributoriHerb is a global international retailer offering Vital Earth Minerals products to customers worldwide. This distribution partnership extends Vital Earth's reach beyond its direct e-commerce channel to a global audience of health-conscious consumers.
• Na'vi Organics (UK)regionalChannel Partner/ Reseller/ DistributorNa'vi Organics is a UK-based organic health retailer offering Vital Earth Minerals products to customers in the United Kingdom through naviorganics.uk. Provides regional distribution coverage in the UK market.

Scale indicators4 records

Recent moves6 records

Expansion highlights7 records

Broad incumbents

• Thorne: Large, well-capitalized supplement brand with a broad product portfolio across vitamins, minerals, and sports nutrition. Targets the same practitioner and health-conscious consumer but with vastly greater resources and channel breadth.
• Designs for Health: Practitioner-channel supplement brand with broad mineral, vitamin, and condition-specific formulations. Comparable to Vital Earth's practitioner/wholesale ambitions but with a much larger product portfolio and established healthcare distribution.
• Pure Encapsulations: Premium hypoallergenic supplement brand sold primarily through practitioners and health professionals. Competes for the same quality-conscious supplement consumer but with a much broader catalog and established clinical channel.

Emerging players

• Sovereign Silver: DTC silver hydrosol brand serving the natural wellness consumer. Comparable in its DTC + retail distribution model and natural-product positioning, though in a different mineral category (silver vs. fulvic/humic).
• BIOptimizers: Specialty supplement brand with mineral and digestive enzyme products sold DTC. Overlaps with Vital Earth on mineral supplementation and gut health positioning, though BIOptimizers has a broader enzyme/probiotic portfolio.
• Seeking Health: DTC supplement brand with strong focus on MTHFR-related formulations and methylation support. Directly overlaps with Vital Earth's MTHFR-friendly Super Multi positioning and serves the same DNA-conscious consumer.
• Ancestral Supplements: Niche supplement brand focused on whole-food and traditional nutrient products sold DTC. Comparable to Vital Earth in its raw-material-traceability story and small-team DTC plus wholesale distribution.

Direct peers

• Trace Minerals Research: A leading US liquid mineral supplement brand selling ionic trace mineral drops and electrolyte products. Most direct comparable to Vital Earth's fulvic and humic mineral liquid supplements serving the same health-conscious consumer base.
• Cymbiotika: Premium liquid supplement brand offering liposomal vitamins, minerals, and wellness shots via DTC subscription. Targets the same high-end wellness consumer with liquid-format supplements and a similar e-commerce + subscription model.
• Quinton: Sells liquid mineral and electrolyte supplements sourced from sea plasma. Competes with Vital Earth for the natural liquid mineral supplement customer with a similar premium, science-backed positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@VitalEarthMinerals
• Facebookfacebook.com/Vital-Earth-Minerals-481536730646
• LinkedInlinkedin.com/company/vital-earth
• Instagraminstagram.com/vital_earth_minerals

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Vital Earth