Vitality Works: Growing National Success While Investing Locally in Albuquerque

Now in the midst of another significant expansion, Vitality Works is poised to further capitalize on market growth, with help from the City of Albuquerque and the State of New Mexico. The company’s current expansion is supported through Local Economic Development Act (LEDA) funding, a key tool in helping homegrown businesses scale and compete nationally.

“It’s been phenomenal working with the state and the city,” says Coven. “I saw that support in action when Economic Development Director Max Gruner came to City Council and spoke on our behalf.” Coven enthusiastically recommends that other businesses take advantage of New Mexico’s incentives and services. “It’s far better to get attention and care in a smaller city than be just another company in a larger state that doesn’t offer the same level of contact and support.”

Vitality Works has successfully utilized both LEDA funding and Industrial Revenue Bonds (IRBs) to fuel its growth. Coven, who is active in national trade associations, is a vocal advocate for New Mexico’s business climate, often encouraging companies to consider relocating or expanding here. “I tell folks to educate themselves about the incentives available in New Mexico,” he says. “For manufacturing, there’s no state income tax, that’s a major advantage.”

Despite the company’s national reach, supplying over 1,000 brands with more than 1,300 products and producing over 50,000 bottles a day, Vitality Works is deeply committed to supporting the local economy. The company makes a point to source from local vendors wherever possible. For example, the corrugated materials used for shipping Vitality Works’ products come from a local supplier, keeping dollars circulating in the community.

One particularly meaningful shift involved bringing herb sourcing closer to home. Vitality Works now contracts with Tesuque Pueblo and Abiquiu Farms to grow key herbs, decreasing the need from a supplier in India and strengthening New Mexico’s agricultural economy.

Environmental stewardship is another core value. Vitality Works operates as a certified organic and non-GMO facility with robust green and sustainable practices. The company generates much of its power through an on-site solar array, installed by a local solar company, and recycles spent herbs for compost. Non-VOC paints, eco-friendly cleaning products, and a parking lot designed to capture and reuse rainwater and to grow over 30 native Cottonwoods trees for shade further reflect their environmental commitment.

Employee well-being is also central to the company’s philosophy. The Vitality Works campus features a workout room, lounge, outdoor basketball court, walking paths with gardens, a horseshoe pit, and even foosball tables, all designed to foster a positive work-life balance. Coven regularly consults employees to learn what amenities would enhance their experience. “We plan for rainy days and reinvest heavily in the business,” says Coven. “One of the biggest mistakes I see is when companies don’t reinvest. Fancy cars and vacation homes don’t drive me. Building a great company does.”

The results speak for themselves. Many of the top herbal supplement brands consumers trust likely trace back to Vitality Works’ Albuquerque facility. Coven’s leadership has earned him national recognition, including an Industry Hero award, and he maintains strong relationships with both local regulators and legislators to keep the state’s business climate competitive.

In addition to mentoring employees on advanced manufacturing processes, Coven is committed to helping New Mexico’s broader economy thrive. He regularly meets with companies considering relocation to New Mexico, most recently offering guidance to Maxeon, and shares his positive experiences with the state’s incentives and support ecosystem.

“Thank God I never wrote a business plan, because it wouldn’t have been this good,” says Coven, reflecting on the unexpected and gratifying success of Vitality Works.

By playing the long game, focusing on quality, sustainability, and local investment, Vitality Works has built a model for how a company can achieve national prominence while staying grounded in and giving back to its community.