Alright – so today we’ve got the honor of introducing you to Alina Hornfeldt. We think you’ll enjoy our conversation, we’ve shared it below.

Alina, appreciate you joining us today. We’d love to start by getting your thoughts on what you are seeing as some the biggest trends emerging in your industry

We are seeing TikTok blow up trends faster than ever before. In the past, Oprah might have mentioned something like neti pots, and the customers would come pouring in looking for them. These days, social media is a double-edged sword. On one hand it makes information so accessible and appealing, we are seeing new customers coming in looking for their first supplement or product they saw online. On the other hand, for example, in the case of chlorophyll or Celtic sea salt, the demand surges, and the companies that make the products are caught unprepared, and it may take months for them to manufacture more products. By that point, people have moved on. We try to stay abreast of the trends and stock up as we see interest increasing, and sometimes, we have to know when to let one pass by. But it has kept interest in the wellness industry strong and put us in a good place to be a resource for our community and a place of trust that cuts through the hype and will let our customers know which fads are genuinely a good fit for their lifestyle and which ones not to waste money or time on.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Mastel’s Health Foods was founded in 1968 in Saint Paul, Minesota by John Mastel after suffering with many years of chronic illness that doctors were unable to help him with. He got his hands on some books about natural remedies and was able to find relief at last. This sparked an intense passion for natural health and wellness, and the store was born. At one time, pre-internet, the store contained thousands of books on vitamins, minerals, herbs, traditional Chinese medicine, Ayurveda, etc. John complemented these resources by selling the recommended supplements. John retired from daily store activities in the year 2000. The store has continued to be a community hub drawing in people for hundreds of miles to find unique supplements and expert knowledge and service from the employees. In March of 2023, longtime store managers Alina Hornfeldt and Lauren Gaffney purchased the store from John. They bring a new level of passion and vitality to the strong bedrock founded 56 years ago. Alina works with the social media, marketing, communication, HR, office management, and merchandising aspects of the store, and Lauren is excellent at managing the accounting, purchasing, troubleshooting, and IT. Along with their staff of 13, they have been the ideal team to carry on a true legacy small business that supports people in their health journey.

Can you talk to us about your experience with buying businesses?

Any advice for growing your clientele? What’s been most effective for you?

Word of mouth is the first and most important way we grow our customer base. Nothing compares to a doctor, nurse, practitioner, friend, or family member telling someone “hey, you really need to go to Mastel’s- they’ll help you out.” But the strategy we have been implementing lately that has been bringing in new customers effectively and consistently is using store locators on the company websites of our products. We try to make sure to carry trending new and cutting-edge products, and often, these are already being marketed to our customer base through social media. We bring in the products setting up a direct account or using a distributer, and then always follow up with the brand itself to make sure we are on the store locator on their website. Sometimes, we are the only place in the Midwest outside of Chicago to carry a new product. We have heard from customers that after checking online, they have driven hours to the store to buy a product they can’t find elsewhere. Closer to home, it’s a fantastic way to introduce new customers to the store. It’s amazing to see how our first-timers come in for something very specific, but then are exposed to our awesome selection, and exceptional customer service. The impression leaves a lasting mark, and we know they will make the trip back whenever they have questions about supplements, even if it’s just the basics like vitamins and minerals. This loops back to the first point about word of mouth. Those new customers then go out excited to tell their friends and family about this great supplement store they found, and the cycle continues.

Contact Info:

• Website: https://www.mastels.com/
• Instagram: https://www.instagram.com/mastelshealthfoods/
• Facebook: https://www.facebook.com/mastelshealthfoods
• Linkedin: https://www.linkedin.com/in/alina-hornfeldt-0b62a4140/
• Yelp: https://www.yelp.com/biz/mastels-health-foods-saint-paul