Courtesy of True Body Products Janice Shade: “I want my business to grow.”
True Body Products of Richmond, Vt., makes all-natural, affordable, and — for now — unscented soaps. True Body president Janice Shade co-founded the company in 2007 and is its sole employee. The soaps, which are sold at Whole Foods’ 45 stores in the North Atlantic and Northeast regions, Fred Meyer in the Northwest, household product marketplace alice.com, and at independent cooperatives and natural food stores, are made under contract with a Vermont manufacturer. True Body began shipping in September, 2008, and had 2009 sales of about $45,000.
The Challenge: Should True Body, which has built a reputation as a seller of unscented soaps, add a line of scented products?
The Background: Last summer, True Body’s Whole Foods buyer started pushing for a scented product. She said it
