Swanson Health Products (SHP) is a natural health catalog and Internet marketing company headquartered in Fargo, North Dakota. The company sells natural health and wellness products, including health foods, dietary supplements such as vitamins, minerals, herbs, as well as natural personal care products direct to consumers through mail-order catalogs and an e-commerce website. Swanson Health Products is The United States' largest privately held vitamin catalog retailer and is one of Fargo’s major employers with an estimated workforce of 500 employees. Swanson Health Products was started in 1969 in Fargo by Leland Swanson Sr. A self-taught natural health enthusiast, Swanson was heavily influenced by Dr. Linus Pauling, Dr. Irwin Stone, Dr. Roger J. Williams, Paul Bragg, and Adelle Davis, all pioneers in the natural health and nutraceutical movement. Swanson’s personal supplementation regimen began with vitamin E, which he ordered from one of the first health supplement outlets in the country, Sturdee Health Products, the nation’s oldest mail order vitamin supplier at the time. By 1968 he was a regular user of several vitamins and supplements and began ordering them in bulk to maintain his own supply. Not long after he decided to test the market himself and ordered 5,000 vitamin E capsules from a manufacturer in Ohio, purchased an advertisement in Capper’s Weekly Magazine and began selling supplements through the mail. Shortly thereafter, he was putting together small catalogs of his own to mail out to potential customers.