Viridian’s global wellness journey

Managing Director Holly Thallon-Steenson shares her export experiences for Family Business Week.

Viridian Nutrition’s export journey began almost by accident.

“A friend of the family ran a health store in South Africa and wanted to try our products,” recalls Managing Director Holly Thallon-Steenson. “It grew from there into a full distribution partnership and they’re still with us today, with her daughter now running the business.”  

That early connection set the course for an ethical British brand that now sells in about 30 countries worldwide. After launching from their home in Daventry, Northamptonshire, Viridian has built an international reputation for additive-free supplements, oils and nutritional formulas that combine quality with conscience.  

Ethical foundations

Viridian was founded in 1999 by Holly’s mother Cheryl Thallon, a former health-food journalist who believed supplements could be made differently. From the outset, her ambition was to combine nutritional science with an ethical approach that is kind to people, animals and the planet. Cheryl has now moved onto the board and remains a mentor to Holly today.  

“Everything we do comes back to those original values,” says Holly. “My mum wanted to make supplements that people could trust, no fillers, no artificial additives and full traceability. That ethos hasn’t changed in 25 years.  

“We didn’t have a grand export plan,” Holly explains. “It started organically thanks to people who understood what we were trying to achieve and who wanted to get involved.  

“Growth should never come at the cost of your principles. Values can cross borders just as easily as products and doing the right thing resonates in every language.”  

Some of Viridian’s most loyal distributors are based in Central and Eastern Europe. “Places like Slovenia, Lithuania and the Czech Republic have really embraced what we do,” Holly explains. “They might not be the biggest populations, but their interest in nutrition is phenomenal.”  

Exports already account for about a third of Viridian’s total turnover and since Holly has become Managing Director they have now increased their International team by three people to help with the increased demand and evolving global strategy.  

“For us discovering a new distributor takes time. It’s a partnership and it’s about finding the right people to join the Viridian family. We want a continuation of our values and our message into their market” Holly explains. The company is small when compared with multinational brands, but its ethical stance has helped it stand out in a crowded market.  

“When we started, most people thought of supplements as vitamin C and cod liver oil. Now there’s a wild-west of vitamins online which customers are confused by, this confusion plays into Viridian’s strengths of trust and education. “With our in-house team of Nutritionists we are able to guide and advise based on the latest research. Supporting customers in their health journey.”  

Viridian’s range of more than 220 products is non-GMO, palm-oil-free, cruelty-free and made in the UK using recyclable packaging. Many are certified organic by the Soil Association. The company’s guiding motto, Effective | Ethical | Pure, sums up its purpose: to create products that are scientifically sound, socially responsible and environmentally sustainable.  

In 2023, those efforts were recognised when Viridian received the King’s Award for Enterprise in International Trade, celebrating a 390% increase in export sales over six years. “That was a proud moment for everyone here,” says Holly. “It recognised not only our growth but the way we’ve achieved it, by sticking to our values.  

Growth with purpose

Viridian’s export strategy centres on building strong, long-term relationships.

“We’re very selective about who we work with,” says Holly. “The best results come when our distributors really understand what we’re about. They’re not just selling a product, they’re representing an ethos.”  

That philosophy mirrors the company’s approach at home, where it continues to supply hundreds of independent health stores across the UK. “We’ve always worked closely with independents,” Holly says. “They’re the backbone of our industry and the same applies overseas.”  

To support those partners, Viridian provides training, educational resources and marketing materials that help tell the brand’s story consistently across different markets. Despite its global ambitions, Viridian remains true to its roots as a family business.  

“We’re a small, close-knit team, and we can make decisions quickly,” says Holly. “There’s a real sense of trust and shared purpose. That’s what allows us to stay true to ourselves as we grow.”  

The company still operates from Daventry, where it has expanded from Cheryl’s original home set-up into five adjoining industrial units. Solar panels line the roofs, reflecting the firm’s commitment to sustainable growth. “Everything we do, we try to do responsibly,” says Holly.