For more than 60 years, this family-owned Midwest retailer has been providing high-quality supplements and food to its communities.
Lill Chapman was sick and tired most of the time, experiencing severe anxiety and depression. Doctors couldn’t tell her the reason for her sickness and didn’t offer any solutions.
In the late 1950s, a dentist suggested to Lill the answer was her diet, and suggested she eliminate white flour, white sugar and eat foods grown without chemicals. She was skeptical, but after she and her husband, Herman Chapman, began eating healthier foods they both quickly started feeling better and more energized.
Lill was amazed and continued to learn about healthy foods, adjust her diet and improve her health. She also studied with early natural product pioneers such as Hanna Kroeger and Paul Bragg. Being a teacher, she wanted to share this information with as many people as possible.
In 1961, the Chapmans opened Sunrise Health Foods on Michigan Avenue in Roseland, IL, with the goal of providing the best food they could find to the community. In 1967, the store moved to Lansing, IL, where it remains today. A second store opened in Flossmoor, IL in 2002.
Their son, Dan Chapman, is the current owner of the store, continuing to uphold his parents’ legacy and growing the business.
From 2013-2019, he purchased three additional health food stores called Au Naturel (Valparaiso, IN), Heritage Health Foods (Country Club Hills, IL), and Naturally Yours (Peoria, IL), rebranding all three under Sunrise Health Foods.
Now, Sunrise employs more than 100 people across its five locations and continues to provide its Midwest communities with high-quality supplements, food, juices and smoothies, and natural products.
“In a lot of ways, we are still the same with a desire to serve our communities with healthy food, supplements, etc. and with honest answers to their many questions,” Chapman said. “In the early days we went to great lengths to ensure our produce was not sprayed with pesticides or herbicides considering there was no such thing as ‘organic.’ Today we sell only certified organic produce. We have always been a health food store and have always sold vitamins but in those early days, vitamins were very basic with brewer’s yeast, vitamin C, dolomite, kelp, etc. and essentially no supplement formulas other than a very basic multi.”
A Healthy Upbringing
Growing up in a health-conscious household, Dan Chapman acknowledged many of the foods he was served as a child might be considered “strange” by today’s standards.
These included seaweed in the cookie jar, zucchini pancakes, incredibly hard bread, carob instead of chocolate, apple cider vinegar and honey beverages, tiger milk cookies and cereal which had to be kept in the refrigerator.
“There were no ‘milk’ alternatives like we have today. I would use coconut milk on my cereal and my mom would make ‘milk’ by blending zucchini with water. Sorry mom, we never actually believed that this was milk,” Chapman said.
While his father worked full-time in real estate, his mother was the one focused on finding quality products and spending one-on-one time with customers, and Chapman said he has been working at Sunrise his entire life.
As a young boy, he helped his mother with small tasks, such as sweeping or cleaning up. By age 9 or 10, he helped customers find products and checked them out at the register. In high school, he managed some of the direct lines, orders and stock and went to many trade shows. After college, he was managing the business full-time.
In 1995, Chapman married Val who joined him at the business managing the body care section and taking over marketing. In May 2025, their son, Eli Chapman, graduated college and will join the company, officially making Sunrise a third-generation company.
Mission Statement
According to Brian Bresnahan, inventory manager, Sunrise’s mission statement is simple: “Our mission is YOU, our neighborhood community. To be your healthy choice to shop, learn and live life.”
He explained “community” refers to Sunrise’s family, customers, teammates, local representatives and partner companies. “The healthy choice” refers to the curated selection of healthy, high-quality products. “Learn and live” refers to community outreach and learning from customers.
“Most importantly, providing a welcoming atmosphere in our stores where everyone from a first-time customer to a second- or third-generation customer feels comfortable shopping, asking questions and sometimes just stopping by to say ‘hi’ is always the goal,” he said.
Inside the Store
According to Ken El-Talabani, COO, the stores range from 3,650 square feet to 11,800 square feet. While the layout and size vary, the commitment to offering high-quality products and services remains the same.
The floor space is typically divided as 25 to 35 percent supplements and vitamins, 25 to 40 percent packaged grocery and refrigerated products, 10-15 percent organic produce, 10-15 percent health and beauty, and 5 percent bulk and specialty items. Four of the stores also have juice and smoothie bars and other specialty areas.
“Our larger stores have room to go deeper in every category, more variety, expanded refrigerated sections, and broader supplement lines. In our smaller stores, we focus on the core essentials, handpicked for quality and customer needs,” El-Talabani said.
Some of the top supplement brands include Natural Factors, Nature’s Way, Fungi Perfecti/Host Defense Mushrooms and Nutraceutical Brands. The store also carries Dan Chapman’s brand Redd Remedies, and a private label line called Sunrise Naturals.
Bresnahan said the benefits of having a private label go beyond offering “a quality product at a fair price.”
“As our industry has grown in visibility and dollars, it has come with some sacrifices. Long-standing herbal products, such as herbal tinctures used for generations, are harder to find because they have been passed over for the latest trending fads,” he explained. “Expansion in this case would include the addition of herbal tinctures to offset the discontinuation of important and worthy products by the larger herb companies. These products continue to hold value for our customers and deserve a place on our shelves.”
El-Talabani explained the product offerings have evolved with both customers and the industry. In the early days, Sunrise did business with pretty much every brand available. Now it’s impossible to stock every brand so the store focuses on brands that are family owned, have truly clean ingredients, real quality control processes and a team that understands their products rather than “those brands that are clearly just marketing companies that sell supplements.”
“As interest in clean eating and natural lifestyles grew, we expanded grocery, organic produce and beauty sections to match. Our standard hasn’t changed, although there are far more details to those standards: no matter the square footage, we aim to stock only what we’d feel good using or eating ourselves,” he said.
Special Events for Kids and Adults
The Sunrise Health Foods staff prioritizes engaging with the community and customers—young and old—through a variety of special events and educational initiatives. According to Monisha Jones, community manager, these interactions are vital for building relationships, sharing knowledge and contributing to the well-being of the community.
“We host insightful in-store consumer lectures to help our customers deepen their understanding of health and wellness. These sessions cover a wide range of topics, from understanding specific nutrients to navigating the broad spectrum of natural remedies,” Jones said. “Many of our customers enjoy these lectures, informing us that they give them inspiration and empowers them to make informed choices for their personal health journeys.”
Sunrise also offers educational tours of the stores to local schools and organizations, providing an immersive experience allowing participants to learn about the benefits of organic produce, understanding product labels and the varieties of natural solutions for healthier life choices. Recently, Sunrise partnered with a local school to provide healthy fruit shakes during its field day, which was a hit with the students.
“Through these varied initiatives, Sunrise Health Foods strives to be more than just a store; we aim to be a vital resource and a committed partner in promoting a healthier, happier community,” Jones said.
Community and Outreach
Sunrise believes in supporting local farmers, but it can be tough to find locally grown produce in the Midwest because of Michigan’s short growing seasons and unpredictable weather.
“That’s why we try to team up with nearby farmers, especially when their crops are plentiful, to provide fresh, organic fruits and vegetables to our customers and share their stories,” El-Talabani said. “When local options aren’t available, we make it a priority to find clean and responsibly grown products, whether they come from nearby, across the country, or even around the world. Supporting local farming is important to us, and we are always exploring new ways to do this throughout the year.”
Sunrise also gives back to the community. It supports local food pantries through a register round-up program and contributes to community events and wellness initiatives throughout the year.
Trade Associations
Sunrise is also invested in the power of collaboration to move the natural products industry forward. It was one of the first independent retailers to join the Independent Natural Food Retailers Association (INFRA).
“Being part of INFRA has given us access to shared resources, stronger purchasing power, and a network of like-minded retailers, while allowing us to stay true to our independent values,” El-Talabani said. “Whether it’s attending regional shows, supporting legislative efforts, or staying ahead of trends and regulations, INFRA and regional organizations help us stay informed and connected.”
Store Atmosphere and Business Culture
Bresnahan described the atmosphere of the stores as “welcoming, warm and laid-back.” Each store has a similar layout and selection, but has subtle differences in personality, reflecting the staff that work there.
He added helping others is oftentimes the joy that brings potential staff members to the store. The business culture is structured with teams in place and specific, defined roles to play.
“That said, in true health food store fashion we all wear many hats. It’s not uncommon to see our COO walk into a store, throw an apron on and begin tidying up a produce department or members of our lead team lending a hand to put up a KeHE delivery. This approach allows us to see firsthand and in real time what our teams need to function at a high level and succeed,” Bresnahan said.
El-Talabani added that the business culture is structured, but not rigid. There are clear expectations, strong systems and a respect for doing things the right way, but people are encouraged to bring their strengths, share ideas and grow personally and professionally.
“We operate as a team—collaborative, mission-driven and customer-focused. Whether you’ve been here two months or 20 years, you’re part of something bigger than retail. We’re here to support health and well-being for our customers, team and community,” he said.
Customer Education and Health
Like most health food stores across the nation, Sunrise Health Foods’ customers struggle with the same health issues—blood sugar imbalances, weight management and related issues, such as low energy and inflammation. With the growing popularity of GLP-1 drugs, many customers are asking about long-term effects, safety and natural alternatives, according to El-Talabani.
“People are looking for real, sustainable solutions, not just quick fixes. They want help understanding how nutrition, supplementation and lifestyle changes can support their goals in a healthy, lasting way,” he said. “We aim to meet those needs with honest education, trusted products, and personal guidance. Whether they need support for metabolic health, weight loss or just feeling better daily, our customers are looking for clarity, care and natural approaches they can trust.”
El-Talabani emphasized education is essential for customers. Many people come not just to shop, but also to learn about supplements and how to support their health naturally.
“We help them navigate their wellness journey with honesty and care. To stay informed, we prioritize ongoing learning through team dinners, online courses, sessions led by our suppliers, and daily discussions,” he said. We share what we learn with our customers through friendly conversations and helpful resources like brochures and signs in our store.”
The Sunrise team also comes from a variety of educational and health backgrounds, reflecting the diverse paths people take toward wellness. Many staff members are self-learners who have gained knowledge through organic, hands-on experience and ongoing research.
“We support their growth through several training methods, including dinner sessions, online courses and on-the-floor aisle training. This mix helps everyone stay informed about products, health trends and best practices in customer care,” El-Talabani said. “We believe continuous learning is key, so we encourage our team to keep exploring, asking questions and sharing what they learn with customers every day.”
Competition and Challenges
Bresnahan said the natural industry has grown tremendously, and the products have become ubiquitous and found at big-box stores, drug stores, national chains and online retailers. El-Talabani added it was tough watching people get drawn in by convenience and price alone.
However, Sunrise offers better pricing and a proven commitment to the community.
“Our people really do make all the difference. From upholding our mission to striving to provide exemplary customer service and meaningful information and education, Sunrise Health Foods is older than most of our customers,” Bresnahan said.
El-Talabani knows Sunrise is not the only place people can buy supplements and organic groceries, but the store isn’t trying to be the biggest, but the best for its customers. Every product is carefully selected and unlike national chains, Sunrise can bring in customer requests, support local suppliers and make decisions based on people, not just profits.
“What sets us apart is personal care and trust. We take time to listen, ask questions, and guide people with knowledge that comes from decades of experience, not just what’s trending,” El-Talabani said. “We believe human connection and relationship is important and this is very true when a person is working to get healthy and live optimal lives. Our staff is trained and passionate, and they are here because we truly believe in what we offer.”
“Doubling down on our mission, responding to the needs of our community, and providing a safe, welcoming place for our customers to get away from the news of the day and get what they need to feel fortified to face the challenges of the day built additional goodwill and our customers stuck by us,” Bresnahan added.
Social Media
Sunrise is also active on social media, particularly Facebook and Instagram.
According to Jones, Facebook excels as a community hub to provide important updates, such as sales flyers, new product arrivals and announcements for in-store events. Instagram is a visual storyteller to give a compelling glimpse into the freshness and quality of offerings through high-quality photos and videos.
“These two platforms allow us to effectively communicate timely information, educate our customers, and, most importantly, give them a genuine sense of the friendly, health-focused store that we are,” Jones said.
Near and Distant Future
According to El-Talabani, Sunrise is currently focused on a three-year plan to strengthen and enhance its business, improve systems, deepen team development, refine customer experience and stay true to its mission and core values. The store is not looking to grow just for the sake of growing.
“That said, we do believe Sunrise has strong potential for future expansion. As our community continues to embrace health and natural living, we see opportunities to bring Sunrise to new areas that share our values,” El-Talabani said. “When we grow, it will be with intention, ensuring every store reflects the same care, quality and connection we’ve built since 1961. Our future is focused, purpose-driven and rooted in the same passion that started it all.”VR
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Ken El-Talabani: Focusing on the Store Mission
Ken El-Talabani is the COO of Sunrise Health Foods and has worked at the store for 27 years. He considers it more than just a job, but a mission: “to help others find hope and healing through better food and natural products.”
“Decades later, that mission still drives everything we do. We’ve grown to five stores, offering organic produce, quality supplements, healthy groceries, fresh organic juices and smoothies, and more. But what really sets Sunrise apart is the heart behind it,” he said. “Lill and Herm prayed before they open the first store that God would bless it, and he sure has. We care deeply about our customers and their well-being, and it shows in every conversation, recommendation and smile.”
El-Talabani said Sunrise has come a long way since its opening in 1961. It started off as a small store with a big purpose, offering natural foods and supplements at a time when there was little to no understanding of “organic” and “gluten free.” It was all about education, trust and one-on-one connections.
Over the years, Sunrise has expanded to five stores, added full organic produce departments, fresh juice and smoothie bars and a wide selection of clean, natural products, such as groceries and skin care. However, El-Talabani explained, the store still believes in “personal service, honest information and helping people live healthier lives,” a mission that only grows stronger.
“Technology and trends have changed, but our roots, quality, care and community remain as solid as ever,” El-Talabani said. “I remember when we installed our first POS system. We had customers that did not want their food passed over the scanner at the register. This sounds crazy to us today, but you must understand we served some very sick customers that needed to be strict about everything they put in or on their body.”
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Dan Chapman on Retail Business Operations
Dan Chapman is the owner of Sunrise Health Foods and continues to oversee the retail business founded by his parents, Lill and Herman Chapman.
In 2005, he became the founder and CEO of Redd Remedies, a supplement manufacturer based in Bradley, IL. Since starting his business, he has gradually reduced his day-to-day work at Sunrise but continues to support the store and connect with the team whenever he can.
VR: Please describe your business strategy as the owner of the store.
Chapman: I’d like to think we have a brilliant business strategy, but it is very simple really. We focus on caring for people. Healthy food, quality supplements, clean body care and household cleaners offered in a friendly setting that we invite our community into. We are a neighborhood healthy grocery. Big enough to get most things you need; small enough to be known by name. We take care of our team members, who take care of our customers. As it has related to growing the number of stores we have the last three stores we added by acquisition. In all three cases the previous owners called me to see if I was interested in purchasing their stores and I’m grateful to say that each of these stores has been a real blessing to us at Sunrise.
VR: What is Sunrise Health Foods’ most important strength?
Chapman: I think one of our strengths besides simply loving what we do, is understanding our business. At the store level, we focus on managing our payroll versus sales, cost of goods and our basket size. If we do a good job managing those things, the store will do well. I think our strength is managing these ‘numbers’ well without losing sight of our purpose. What I mean by this is that while the numbers are important, they cannot become more important than people.
VR: What plans does Sunrise Health Foods have moving forward?
Chapman: Our plans for the remainder of this year and into 2026 are to grow the five stores we have. We believe we can grow by strengthening our juice bars/fresh department, improving some of our store level processes, and simply doing a better job with local advertising.
VR: What advice do you have for other retailers in the industry?
Chapman: 1. Make your store what YOU want it to be. Learn from others, but do not try to be like them. 2. Don’t do it alone. Make friends with other business owners both in and out of our industry that you can both share your experience with and learn from. 3. Always be a student. There is always something new to learn which I believe is what fuels excitement for the future.
VR: Redd Remedies is celebrating its 20th anniversary this year. Will the company be doing anything special?
Chapman: I’m incredibly grateful for the many retailers that support our brand. We are doing special sales each month this year, our master herbalist and I are both doing a lot of seminars to support our retail partners, and I’m excited to announce my first book will be available in October called The Gout Lie.
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