Brian Craig promoted to Chief Executive Officer

Posted On: December 20, 2017
Categories:Press Release,


Nov 16, 2017

Brian Craig

Dallas, Texas; November 16, 2017 – Essential Formulas Incorporated (EFI), the sole U.S. distributor of Dr. Ohhira’s award-winning probiotic formulations and the newly introduced REG’ACTIV brand, recently promoted Brian Craig to Chief Executive Officer.

Mr. Craig previously served in the role of Director of Strategic Development at the company where he led initiatives including rebranding Dr. Ohhira’s Probiotics, which will be debuting next month, new product development, implementation of a Minimum Advertised Pricing (MAP) policy and instigating innovative communication avenues with brokers and key accounts.

His new position as CEO will include making major corporate decisions, managing the company’s overall resources and operations, and communicating with the board of directors, management team, and setting a course for company strategy.

“As our industry changes and becomes more competitive, it is imperative that we evolve in a way that continues to educate and engage all levels of our business – suppliers, retailers, brokers, and consumers,” said William Schoor, President of Essential Formulas. “Brian has proven to be an invaluable resource in building a growth strategy for the Dr. Ohhira and Reg’Activ brands while providing inspired leadership and creating an environment that promotes great performance and positive morale.”

Mr. Craig joined Essential Formulas with 35 years of experience in sales and marketing management for the supplement and natural health industry, serving in executive positions most of his career. He earned his Bachelor’s of Science in Business Management from Brigham Young University.

“I am honored and extremely enthusiastic to be asked to serve as CEO of Essential Formulas, a company with a proven track-record of dedication to scientifically proven probiotic products and commitment to product transparency, political activism and retailer and consumer education,” said Mr. Craig. “Michael Schoor, founder of EFI, was remarkably forward-thinking when he introduced Dr. Ohhira’s to the United States over 17 years ago, and the entire natural product industry benefits from a company with such a high level of integrity and foresight.”

Michael Schoor who served as the previous CEO will be remaining as Chairman of the Board to continue to contribute his vision, experience, and depth of product knowledge.


Essential Formulas Incorporated

Essential Formulas Incorporated (EFI) was established in 2000 as the sole U.S. distributor of world-renowned microbiologist Dr. Iichiroh Ohhira’s award-winning probiotic dietary supplements and skin care products. Always an innovator EFI introduced REG’ACTIV in 2015. Containing ME-3, a probiotic catalyst that produces the “Master’” Oxidant Glutathione inside the body’s own cells. A family-owned and operated business, EFI was founded on the philosophy of providing high-quality preventative, supportive and comprehensive pro-health products for the entire family.

Pledging to provide premium all natural supplements and exceptional customer care, EFI continually strives to lead the industry in customer and retailer education in the use and efficacy of their innovative products, which include: Dr. Ohhira’s Probiotics, Dr. Ohhira’s Propolis PLUS, Dr. Ohhira’s Essential Living Oils (Vegan Certified), Dr. Ohhira’s Probiotic Kampuku Beauty Bar and Magoroku Skin Lotion and newly introduced REG’ACTIV, containing ME-3, a probiotic catalyst that has been proven to boost glutathione, the’ Master Antioxidant’. Essential Formulas supplements continue to garner consumer, health care professional and industry accolades for its convenient packaging and powerful health- promoting benefits.

EFI continues to flourish and grow through strong company and product integrity and the knowledge that they’re providing scientifically proven products that positively impact the health and well being of their customers.