Doing Herbs the Right Way
Braden Rawls • September 2026
Last week I spent a few days in the mountains of Western North Carolina with the Sustainable Herbs Initiative (SHI), a community of herb companies, farmers, herbalists, and scientists working together to build a more transparent and sustainable botanical supply chain.
Vital Plan is a proud member of SHI, and this trip was a chance to see what that work looks like on the ground, close to home.
I came home inspired, a little humbled, and more committed than ever to what we do.
The people leading the way
At NC State's Mountain Horticultural Crops Research and Extension Center, researchers are doing the careful work that helps farmers understand how to grow medicinal herbs successfully and responsibly.
At Gaia Herbs, I saw what it looks like when a company builds its operation around regenerative organic practices.
At Kestrel Herb Farm, a family is growing herbs in close relationship with the land and the community around them. Some of what they grow ends up in cups of Asheville Tea Company tea. Asheville Tea Company partners with small regional farms using sustainable and regenerative practices, then blends and produces its teas right in Asheville.
It's a beautiful example of what happens when companies and growers build real relationships: better ingredients, stronger local farms, and a supply chain you can actually trace.
A story of resilience
Our visit fell almost exactly two years after Hurricane Helene devastated Western North Carolina. Homes, farms, roads, and businesses across the region were destroyed. Asheville Tea Company's facility was washed away entirely.
Two years later, they're not just rebuilding. They're coming back stronger. Asheville Tea Company is moving into a beautiful new space near downtown Asheville, and there was a real sense of new life taking root.
Hearing their story on a panel that day, what struck me most was that they didn't do it alone. Neighbors, customers, farmers, and fellow business owners showed up for one another. The whole region is still healing, but in many places, it's also beginning to blossom again.
That spirit of resilience stayed with me. The growers and business owners we met understand deeply how connected their livelihoods are to the land, and how important it is to care for the systems that sustain them.
I couldn't help thinking of our Vital Plan community. Many of you know what it's like to have life change unexpectedly because of your health. Recovery rarely happens overnight, and it rarely happens alone. The people I met in Western North Carolina were a powerful reminder of what can happen when people rebuild one step at a time, with support around them and hope for what comes next.
What I brought home
One idea from SHI keeps coming back to me: our health is connected to the health of the planet.
The quality of an herb in a bottle reflects the care that went into growing, harvesting, and processing it. You can't really separate the two.
That idea has been at the heart of Vital Plan since the beginning. For us, doing things the right way means a commitment to people, plants, and the planet. We source ingredients that meet our rigorous quality and testing standards, and we think carefully about our supply chain and the ripple effects of the choices we make.
It also means being honest about what we don't yet know and continuing to learn from people who know more than we do. This trip was a reminder of just how much there is to learn.
Grateful to be part of this
As more people turn to herbs for their health, the responsibility of the herbal industry grows with it. More demand can create more pressure on plants, farmers, and wild places.
The people I met in Western North Carolina are helping demonstrate a better path forward: one built on relationships, transparency, stewardship, and respect for the plants themselves.
Being an SHI member means Vital Plan gets to learn alongside companies, growers, researchers, and herbalists who share our belief that how herbs are sourced matters just as much as what goes into the bottle.
I'm proud to be part of that work, and especially proud that so much of it is happening here in North Carolina.
When you choose Vital Plan, you're supporting our commitment to do this work thoughtfully and responsibly. Thank you for trusting us with your health. We don't take that lightly.
Want to learn more about sustainable herbs? Visit the Sustainable Herbs Initiative. And if you're looking for a great cup of tea, try Asheville Tea Company.
