For greater than 60 years, this family-owned Midwest retailer has been offering high-quality dietary supplements and meals to its communities.
Lill Chapman was sick and drained more often than not, experiencing extreme nervousness and despair. Medical doctors couldn’t inform her the explanation for her illness and didn’t provide any options.
Within the late Fifties, a dentist steered to Lill the reply was her weight-reduction plan, and steered she remove white flour, white sugar and eat meals grown with out chemical substances. She was skeptical, however after she and her husband, Herman Chapman, started consuming more healthy meals they each rapidly began feeling higher and extra energized.
Lill was amazed and continued to study wholesome meals, alter her weight-reduction plan and enhance her well being. She additionally studied with early pure product pioneers comparable to Hanna Kroeger and Paul Bragg. Being a trainer, she wished to share this info with as many individuals as attainable.
In 1961, the Chapmans opened Dawn Well being Meals on Michigan Avenue in Roseland, IL, with the objective of offering the very best meals they might discover to the group. In 1967, the shop moved to Lansing, IL, the place it stays at this time. A second retailer opened in Flossmoor, IL in 2002.
Their son, Dan Chapman, is the present proprietor of the shop, persevering with to uphold his dad and mom’ legacy and rising the enterprise.
From 2013-2019, he bought three extra well being meals shops referred to as Au Naturel (Valparaiso, IN), Heritage Well being Meals (Nation Membership Hills, IL), and Naturally Yours (Peoria, IL), rebranding all three underneath Dawn Well being Meals.
Now, Dawn employs greater than 100 folks throughout its 5 places and continues to offer its Midwest communities with high-quality dietary supplements, meals, juices and smoothies, and pure merchandise.
“In plenty of methods, we’re nonetheless the identical with a need to serve our communities with wholesome meals, dietary supplements, and so forth. and with sincere solutions to their many questions,” Chapman stated. “Within the early days we went to nice lengths to make sure our produce was not sprayed with pesticides or herbicides contemplating there was no such factor as ‘natural.’ Right now we promote solely licensed natural produce. We’ve got all the time been a well being meals retailer and have all the time offered nutritional vitamins however in these early days, nutritional vitamins have been very primary with brewer’s yeast, vitamin C, dolomite, kelp, and so forth. and primarily no complement formulation apart from a really primary multi.”
A Wholesome Upbringing
Rising up in a health-conscious family, Dan Chapman acknowledged lots of the meals he was served as a baby is perhaps thought-about “unusual” by at this time’s requirements.
These included seaweed within the cookie jar, zucchini pancakes, extremely exhausting bread, carob as an alternative of chocolate, apple cider vinegar and honey drinks, tiger milk cookies and cereal which needed to be saved within the fridge.
“There have been no ‘milk’ alternate options like we’ve got at this time. I’d use coconut milk on my cereal and my mother would make ‘milk’ by mixing zucchini with water. Sorry mother, we by no means truly believed that this was milk,” Chapman stated.
Whereas his father labored full-time in actual property, his mom was the one targeted on discovering high quality merchandise and spending one-on-one time with clients, and Chapman stated he has been working at Dawn his whole life.
As a younger boy, he helped his mom with small duties, comparable to sweeping or cleansing up. By age 9 or 10, he helped clients discover merchandise and checked them out on the register. In highschool, he managed a few of the direct strains, orders and inventory and went to many commerce exhibits. After faculty, he was managing the enterprise full-time.
In 1995, Chapman married Val who joined him on the enterprise managing the physique care part and taking on advertising and marketing. In Might 2025, their son, Eli Chapman, graduated faculty and can be part of the corporate, formally making Dawn a third-generation firm.
Mission Assertion
In line with Brian Bresnahan, stock supervisor, Dawn’s mission assertion is straightforward: “Our mission is YOU, our neighborhood group. To be your wholesome selection to buy, study and stay life.”
He defined “group” refers to Dawn’s household, clients, teammates, native representatives and companion corporations. “The wholesome selection” refers back to the curated collection of wholesome, high-quality merchandise. “Be taught and stay” refers to group outreach and studying from clients.
“Most significantly, offering a welcoming ambiance in our shops the place everybody from a first-time buyer to a second- or third-generation buyer feels comfy procuring, asking questions and typically simply stopping by to say ‘hello’ is all the time the objective,” he stated.
Contained in the Retailer
In line with Ken El-Talabani, COO, the shops vary from 3,650 sq. ft to 11,800 sq. ft. Whereas the structure and dimension range, the dedication to providing high-quality services and products stays the identical.
The ground area is usually divided as 25 to 35 p.c dietary supplements and nutritional vitamins, 25 to 40 p.c packaged grocery and refrigerated merchandise, 10-15 p.c natural produce, 10-15 p.c well being and wonder, and 5 p.c bulk and specialty gadgets. 4 of the shops even have juice and smoothie bars and different specialty areas.
“Our bigger shops have room to go deeper in each class, extra selection, expanded refrigerated sections, and broader complement strains. In our smaller shops, we give attention to the core necessities, handpicked for high quality and buyer wants,” El-Talabani stated.
A few of the high complement manufacturers embody Pure Components, Nature’s Manner, Fungi Perfecti/Host Protection Mushrooms and Nutraceutical Manufacturers. The shop additionally carries Dan Chapman’s model Redd Treatments, and a non-public label line referred to as Dawn Naturals.
Bresnahan stated the advantages of getting a non-public label transcend providing “a top quality product at a good worth.”
“As our business has grown in visibility and {dollars}, it has include some sacrifices. Lengthy-standing natural merchandise, comparable to natural tinctures used for generations, are tougher to search out as a result of they’ve been handed over for the most recent trending fads,” he defined. “Growth on this case would come with the addition of natural tinctures to offset the discontinuation of vital and worthy merchandise by the bigger herb corporations. These merchandise proceed to carry worth for our clients and deserve a spot on our cabinets.”
El-Talabani defined the product choices have advanced with each clients and the business. Within the early days, Dawn did enterprise with just about each model accessible. Now it’s inconceivable to inventory each model so the shop focuses on manufacturers which might be household owned, have really clear components, actual high quality management processes and a staff that understands their merchandise reasonably than “these manufacturers which might be clearly simply advertising and marketing corporations that promote dietary supplements.”
“As curiosity in clear consuming and pure existence grew, we expanded grocery, natural produce and wonder sections to match. Our commonplace hasn’t modified, though there are way more particulars to these requirements: irrespective of the sq. footage, we goal to inventory solely what we’d really feel good utilizing or consuming ourselves,” he stated.
Particular Occasions for Children and Adults
The Dawn Well being Meals employees prioritizes participating with the group and clients—younger and outdated—via a wide range of particular occasions and academic initiatives. In line with Monisha Jones, group supervisor, these interactions are very important for constructing relationships, sharing information and contributing to the well-being of the group.
“We host insightful in-store shopper lectures to assist our clients deepen their understanding of well being and wellness. These classes cowl a variety of matters, from understanding particular vitamins to navigating the broad spectrum of pure treatments,” Jones stated. “A lot of our clients get pleasure from these lectures, informing us that they provide them inspiration and empowers them to make knowledgeable decisions for his or her private well being journeys.”
Dawn additionally presents instructional excursions of the shops to native faculties and organizations, offering an immersive expertise permitting contributors to study the advantages of natural produce, understanding product labels and the sorts of pure options for more healthy life decisions. Just lately, Dawn partnered with an area college to offer wholesome fruit shakes throughout its area day, which was a success with the scholars.
“By way of these different initiatives, Dawn Well being Meals strives to be greater than only a retailer; we goal to be a significant useful resource and a dedicated companion in selling a more healthy, happier group,” Jones stated.
Neighborhood and Outreach
Dawn believes in supporting native farmers, however it may be robust to search out domestically grown produce within the Midwest due to Michigan’s quick rising seasons and unpredictable climate.
“That’s why we attempt to staff up with close by farmers, particularly when their crops are plentiful, to offer recent, natural vegatables and fruits to our clients and share their tales,” El-Talabani stated. “When native choices aren’t accessible, we make it a precedence to search out clear and responsibly grown merchandise, whether or not they come from close by, throughout the nation, and even around the globe. Supporting native farming is vital to us, and we’re all the time exploring new methods to do that all year long.”
Dawn additionally provides again to the group. It helps native meals pantries via a register round-up program and contributes to group occasions and wellness initiatives all year long.
Commerce Associations
Dawn can be invested within the energy of collaboration to maneuver the pure merchandise business ahead. It was one of many first impartial retailers to affix the Impartial Pure Meals Retailers Affiliation (INFRA).
“Being a part of INFRA has given us entry to shared sources, stronger buying energy, and a community of like-minded retailers, whereas permitting us to remain true to our impartial values,” El-Talabani stated. “Whether or not it’s attending regional exhibits, supporting legislative efforts, or staying forward of developments and rules, INFRA and regional organizations assist us keep knowledgeable and related.”
Retailer Environment and Enterprise Tradition
Bresnahan described the ambiance of the shops as “welcoming, heat and laid-back.” Every retailer has an analogous structure and choice, however has delicate variations in persona, reflecting the employees that work there.
He added serving to others is oftentimes the enjoyment that brings potential employees members to the shop. The enterprise tradition is structured with groups in place and particular, outlined roles to play.
“That stated, in true well being meals retailer vogue all of us put on many hats. It’s not unusual to see our COO stroll right into a retailer, throw an apron on and start tidying up a produce division or members of our lead staff lending a hand to place up a KeHE supply. This method permits us to see firsthand and in actual time what our groups have to perform at a excessive degree and succeed,” Bresnahan stated.
El-Talabani added that the enterprise tradition is structured, however not inflexible. There are clear expectations, robust programs and a respect for doing issues the appropriate method, however persons are inspired to deliver their strengths, share concepts and develop personally and professionally.
“We function as a staff—collaborative, mission-driven and customer-focused. Whether or not you’ve been right here two months or 20 years, you’re a part of one thing larger than retail. We’re right here to help well being and well-being for our clients, staff and group,” he stated.
Buyer Schooling and Well being
Like most well being meals shops throughout the nation, Dawn Well being Meals’ clients battle with the identical well being points—blood sugar imbalances, weight administration and associated points, comparable to low power and irritation. With the rising reputation of GLP-1 medication, many shoppers are asking about long-term results, security and pure alternate options, in accordance with El-Talabani.
“Individuals are searching for actual, sustainable options, not simply fast fixes. They need assist understanding how vitamin, supplementation and way of life modifications can help their targets in a wholesome, lasting method,” he stated. “We goal to fulfill these wants with sincere training, trusted merchandise, and private steering. Whether or not they want help for metabolic well being, weight reduction or simply feeling higher day by day, our clients are searching for readability, care and pure approaches they will belief.”
El-Talabani emphasised training is important for purchasers. Many individuals come not simply to buy, but in addition to study dietary supplements and learn how to help their well being naturally.
“We assist them navigate their wellness journey with honesty and care. To remain knowledgeable, we prioritize ongoing studying via staff dinners, on-line programs, classes led by our suppliers, and day by day discussions,” he stated. We share what we study with our clients via pleasant conversations and useful sources like brochures and indicators in our retailer.”
The Dawn staff additionally comes from a wide range of instructional and well being backgrounds, reflecting the varied paths folks take towards wellness. Many employees members are self-learners who’ve gained information via natural, hands-on expertise and ongoing analysis.
“We help their development via a number of coaching strategies, together with dinner classes, on-line programs and on-the-floor aisle coaching. This combine helps everybody keep knowledgeable about merchandise, well being developments and finest practices in buyer care,” El-Talabani stated. “We consider steady studying is essential, so we encourage our staff to maintain exploring, asking questions and sharing what they study with clients daily.”
Competitors and Challenges
Bresnahan stated the pure business has grown tremendously, and the merchandise have develop into ubiquitous and located at big-box shops, drug shops, nationwide chains and on-line retailers. El-Talabani added it was robust watching folks get drawn in by comfort and worth alone.
Nonetheless, Dawn presents higher pricing and a confirmed dedication to the group.
“Our folks actually do make all of the distinction. From upholding our mission to striving to offer exemplary customer support and significant info and training, Dawn Well being Meals is older than most of our clients,” Bresnahan stated.
El-Talabani is aware of Dawn is just not the one place folks should purchase dietary supplements and natural groceries, however the retailer isn’t attempting to be the most important, however the very best for its clients. Each product is fastidiously chosen and in contrast to nationwide chains, Dawn can usher in buyer requests, help native suppliers and make selections based mostly on folks, not simply earnings.
“What units us aside is private care and belief. We take time to hear, ask questions, and information folks with information that comes from a long time of expertise, not simply what’s trending,” El-Talabani stated. “We consider human connection and relationship is vital and that is very true when an individual is working to get wholesome and stay optimum lives. Our employees is educated and passionate, and they’re right here as a result of we really consider in what we provide.”
“Doubling down on our mission, responding to the wants of our group, and offering a secure, welcoming place for our clients to get away from the information of the day and get what they should really feel fortified to face the challenges of the day constructed extra goodwill and our clients caught by us,” Bresnahan added.
Social Media
Dawn can be lively on social media, significantly Fb and Instagram.
In line with Jones, Fb excels as a group hub to offer vital updates, comparable to gross sales flyers, new product arrivals and bulletins for in-store occasions. Instagram is a visible storyteller to provide a compelling glimpse into the freshness and high quality of choices via high-quality photographs and movies.
“These two platforms permit us to successfully talk well timed info, educate our clients, and, most significantly, give them a real sense of the pleasant, health-focused retailer that we’re,” Jones stated.
Close to and Distant Future
In line with El-Talabani, Dawn is presently targeted on a three-year plan to strengthen and improve its enterprise, enhance programs, deepen staff improvement, refine buyer expertise and keep true to its mission and core values. The shop is just not trying to develop only for the sake of rising.
“That stated, we do consider Dawn has robust potential for future enlargement. As our group continues to embrace well being and pure dwelling, we see alternatives to deliver Dawn to new areas that share our values,” El-Talabani stated. “Once we develop, it will likely be with intention, guaranteeing each retailer displays the identical care, high quality and connection we’ve constructed since 1961. Our future is targeted, purpose-driven and rooted in the identical ardour that began all of it.”VR
Aspect-bar 1 begin*
Ken El-Talabani: Specializing in the Retailer Mission
Ken El-Talabani is the COO of Dawn Well being Meals and has labored on the retailer for 27 years. He considers it greater than only a job, however a mission: “to assist others discover hope and therapeutic via higher meals and pure merchandise.”
“A long time later, that mission nonetheless drives the whole lot we do. We’ve grown to 5 shops, providing natural produce, high quality dietary supplements, wholesome groceries, recent natural juices and smoothies, and extra. However what actually units Dawn aside is the center behind it,” he stated. “Lill and Herm prayed earlier than they open the primary retailer that God would bless it, and he positive has. We care deeply about our clients and their well-being, and it exhibits in each dialog, suggestion and smile.”
El-Talabani stated Dawn has come a good distance since its opening in 1961. It began off as a small retailer with an enormous objective, providing pure meals and dietary supplements at a time when there was little to no understanding of “natural” and “gluten free.” It was all about training, belief and one-on-one connections.
Over time, Dawn has expanded to 5 shops, added full natural produce departments, recent juice and smoothie bars and a big selection of unpolluted, pure merchandise, comparable to groceries and skincare. Nonetheless, El-Talabani defined, the shop nonetheless believes in “private service, sincere info and serving to folks stay more healthy lives,” a mission that solely grows stronger.
“Know-how and developments have modified, however our roots, high quality, care and group stay as stable as ever,” El-Talabani stated. “I bear in mind after we put in our first POS system. We had clients that didn’t need their meals handed over the scanner on the register. This sounds loopy to us at this time, however you could perceive we served some very sick clients that wanted to be strict about the whole lot they put in or on their physique.”
Aspect-bar 1 finish*
Aspect-bar 2 begin*
Dan Chapman on Retail Enterprise Operations
Dan Chapman is the proprietor of Dawn Well being Meals and continues to supervise the retail enterprise based by his dad and mom, Lill and Herman Chapman.
In 2005, he turned the founder and CEO of Redd Treatments, a complement producer based mostly in Bradley, IL. Since beginning his enterprise, he has step by step lowered his day-to-day work at Dawn however continues to help the shop and join with the staff at any time when he can.
VR: Please describe your enterprise technique because the proprietor of the shop.
Chapman: I’d wish to assume we’ve got a superb enterprise technique, however it is extremely easy actually. We give attention to caring for folks. Wholesome meals, high quality dietary supplements, clear physique care and family cleaners supplied in a pleasant setting that we invite our group into. We’re a neighborhood wholesome grocery. Sufficiently big to get most belongings you want; sufficiently small to be recognized by title. We maintain our staff members, who maintain our clients. Because it has associated to rising the variety of shops we’ve got the final three shops we added by acquisition. In all three instances the earlier house owners referred to as me to see if I used to be excited by buying their shops and I’m grateful to say that every of those shops has been an actual blessing to us at Dawn.
VR: What’s Dawn Well being Meals’ most vital energy?
Chapman: I believe certainly one of our strengths moreover merely loving what we do, is knowing our enterprise. On the retailer degree, we give attention to managing our payroll versus gross sales, value of products and our basket dimension. If we do job managing these issues, the shop will do nicely. I believe our energy is managing these ‘numbers’ nicely with out dropping sight of our objective. What I imply by that is that whereas the numbers are vital, they can not develop into extra vital than folks.
VR: What plans does Dawn Well being Meals have transferring ahead?
Chapman: Our plans for the rest of this yr and into 2026 are to develop the 5 shops we’ve got. We consider we are able to develop by strengthening our juice bars/recent division, bettering a few of our retailer degree processes, and easily doing a greater job with native promoting.
VR: What recommendation do you will have for different retailers within the business?
Chapman: 1. Make your retailer what YOU need it to be. Be taught from others, however don’t attempt to be like them. 2. Don’t do it alone. Make buddies with different enterprise house owners each out and in of our business that you would be able to each share your expertise with and study from. 3. All the time be a scholar. There’s all the time one thing new to study which I consider is what fuels pleasure for the long run.
VR: Redd Treatments is celebrating its twentieth anniversary this yr. Will the corporate be doing something particular?
Chapman: I’m extremely grateful for the numerous retailers that help our model. We’re doing particular gross sales every month this yr, our grasp herbalist and I are each doing plenty of seminars to help our retail companions, and I’m excited to announce my first ebook will probably be accessible in October referred to as The Gout Lie.
Aspect-bar 2 finish*
