The art of intentional retail: Good + Natural’s Leane Janz shares the philosophy shaping three decades of success
By Vibha Shukla
The natural health community in Steinbach, Manitoba, is no stranger to Good + Natural, which the Schroeder family has owned for the past 25 years of its 30 years of business. Their tenure has been one of steady and intentional growth rather than rapid expansion.
CNHR sat down with Leane Janz, owner and CEO of Good + Natural, to talk about the evolution and their longevity.
Purpose over pace
Over the past 30 years, the natural health industry has transformed. What started as a niche market largely made up of independent retailers is now a mainstream industry. And the entry of multinational brands, e-commerce, changing regulations, and growing consumer awareness have moulded the industry into what it is today.
In the face of these changes, Good + Natural has done more than adapt; it has embraced each one as an opportunity to strengthen its position in the community. And every improvement has been driven by one question: “How can we better serve our customers?”
“We have been at our current location for the past 20 years and have completed three major expansions, as opportunities became available.” However, Leane notes that the expansions have been to “strengthen the business rather than simply make it bigger.”
Embracing change
Good + Natural understands that change is the only constant in the natural health industry. “One thing the past 30 years have taught us is that business is never static,” notes Leane. “The environment around us is constantly changing.”
From the introduction of Natural Health Product Regulations in 2003 to the recent COVID-19 pandemic, shifts have come from every direction. “Our success has never come from trying to predict every change. Rather, it has come from recognizing those changes, evaluating them thoughtfully, and adapting where necessary while staying true to our core values.”
This adaptability has sustained Good + Natural for three decades. “The 2003 Natural Health Product Regulations have brought greater accountability and more evidence-based product claims, helping strengthen consumer confidence in our industry. The rise of the internet and e-commerce fundamentally changed how customers research products, communicate, and shop. It also created entirely new opportunities for retailers willing to embrace technology,” Leane points out.
Industry growth has attracted attention from large corporations. Many independent natural retailers see this entry and the consequent acquisition of existing brands as hostile.
However, Leane believes opportunities are found in healthy competition. “Every challenge has also created an opportunity to learn, improve, and better understand the changing needs of our customers. That willingness to keep learning has probably been one of our greatest competitive advantages. Throughout all of these changes, we have tried to remain students of the industry.”
Strategic evolution
With this shifting landscape of the industry, Good+ Natural had to be tactful with their business strategies. “Over time, many of the trusted natural health brands that formed the foundation of our business were acquired by large multinational corporations, fundamentally changing the supply chain and competitive landscape for independent retailers. Like many independent stores, we had to rethink how we operated,” explains Leane.
Instead of competing on price or size, Good + Natural doubled down on what makes them unique. “We became much more intentional in how we ran our business.” Good + Natural invested in better analytics, became more disciplined in evaluating brands and product performance, and focused on products that created value for both the customers and the business. “These changes also reshaped our marketing philosophy. We realized that our greatest strength wasn’t simply the products we sold; it was the trust we had built within our community,” says Leane.
Thoughtful service
No matter how the industry evolves, Good + Natural knows that their role as an independent retailer allows them to make choices big box stores can’t. They can prioritize what feels right for their customers rather than focusing solely on numbers. “We have never measured success simply by how much we’ve grown, but by how intentionally we’ve grown ,” Leane says.
While most of their business decisions have been intentional, finding their niche came organically. “We have never tried to be different simply for the sake of being different. We are passionate about the customer experience because we believe it extends far beyond the products on our shelves. It includes the knowledge and attitude of our team, the way our store is merchandized, the environment we create, and the trust customers place in our recommendations. Products matter, but people matter more.”
Culture of learning
For the past thirty years, the Good + Natural team has worked tirelessly to position the store as “a trusted retailer that helps customers make informed decisions, provides exceptional service, and carefully curates products that deliver real value.”
To better meet the needs of customers, Good + Natural places the highest priority on continuous in-house learning.
Leane says, “In addition to the excellent education provided by many of our supplier partners, we have developed our own product advisor training program. We encourage and invest in education for every member of our team—not just those serving customers directly.”
This commitment shows in how every customer is treated; informed and well-trained staff members can engage customers credibly and provide more suitable product recommendations. Strong education doesn’t just bolster in-store trust: “We hope that the knowledge our team gains contributes positively to the broader community.”
Rooted in community
Thanks to their longevity and relationships-first approach, Good + Natural has become deeply integrated within their community.
“Many of our customers have been with us for decades. We’ve had the privilege of serving multiple generations of the same families, which is both humbling and rewarding,” notes Leane. “Our relationships have deepened through everyday interactions, genuine conversations, and a shared interest in living healthier lives.”
This relationship is symbiotic. Strong businesses uplift communities, and strong communities build thriving businesses. “Beyond the store, our family and staff have always been actively involved in the community through local organizations, educational events, charitable initiatives, and everyday volunteerism.”
People first
As Leane can attest, any community is defined by the people in it. Employees, sales reps, and suppliers have been central to Good + Natural’s success from the very beginning. “These long-term relationships are among the most valuable assets a business can have.”
When the Schroeders first entered the industry more than 25 years ago, they had limited experience. “It’s remarkable how many people chose to invest in us before we had earned our place in the industry,” reflects Leane. This early experience shaped Good + Natural’s approach to business and reinforced the importance of emphasizing relationships over transactions.
And with these relationships, integrity serves as Good + Natural’s “operational compass,” guiding ethical and consistent decision-making on behalf of customers, employees, suppliers, and the business itself. Leane says that “trust is something that takes years to build and only moments to lose. We believe integrity strengthens trust, and trust strengthens relationships.” This ethos has helped Good + Natural earn the confidence of its customers and partners for three decades.
Sharing success
The cooperative nature of the industry has been a major asset to Good + Natural. “One of the things we have appreciated most about the natural health industry is the willingness of people to share their knowledge and support one another,” Leane notes.
Good + Natural has experienced this firsthand. Leane recalls how, early on, Barrie Carlsen from Enerex Botanicals spent countless hours in the store training staff and helping the Schroeder family understand the industry. “His generosity with both his knowledge and his time had a lasting impact,” says Leane.
Now, Good + Natural continues to be thoughtful with their partnerships, seeking organizations that share their values. Their longstanding partnership with Natural Factors is one example, with Leane highlighting that they share a “commitment to education, supporting independent retailers, and building relationships based on trust.” She continues, explaining that “it has helped shape our understanding of the industry and reinforced the importance of working together to strengthen independent natural health retail.”
Good + Natural has also been a member of CHFA almost as long as they’ve been in business. Through this connection, they’ve built meaningful relationships with retailers, suppliers, manufacturers, and industry leaders across Canada.
Growing as servant leaders
The Schroeder family’s leadership philosophy has evolved over the years into what Leane describes as servant leadership. “We try to lead by serving, supporting, and developing the people around us. We believe our role as leaders is to remove obstacles, provide opportunities for growth, and help our team become the best version of themselves.”
Leane continues, “Whether we’re managing people, finances, inventory, or opportunities, we believe those resources have been entrusted to us, and we have a responsibility to manage them wisely for both today’s needs and future generations.”
This approach has allowed their family to grow to include their staff, too. Leane shares that Good + Natural has been fortunate to have staff members, both past and present, “who have cared for customers and embraced [the company’s] mission as though it were their own. Their commitment has played a tremendous role in shaping the culture of Good + Natural.”
Future forward
What began as a small family business has grown into a trusted destination for health and wellness. “This year marks another exciting milestone as we become a three-generation family business, bringing together decades of experience with fresh ideas, new perspectives, and a shared commitment to our mission.”
While the business continues to evolve, Leane emphasizes that their purpose remains unchanged: “to educate, inspire, and empower people to pursue healthier lives.” This commitment continues to guide every decision the company makes, from expanding its offerings to investing in the customer experience and staff education. “We believe the best business strategies are those where customers receive good value, employees find meaningful work, suppliers build sustainable partnerships, and the business earns a fair return on its investment.”
Looking ahead, the Schroeders are excited to unveil a new, larger retail destination, while also making crucial behind-the-scenes changes to inventory management, staff development, marketing, technology, manufacturing, and customer experience. While their commitment to their values and intentional approach, above all, Leane credits the people who made the journey possible: from dedicated employees and passionate suppliers to mentors and loyal customers who placed their trust in the business year after year.