Elliott founded Natrol, Inc and served as President and CEO for 25 years and Chairman for 27 years. He led the company through dramatic growth and success over the years with numerous acquisitions, unique product introductions, multi-industry distribution, a successful public IPO in 1998, and the sale of the company to Plethico Pharmaceuticals in 2007.
Elliott has been actively involved in many industry trade and nonprofit groups including: the Natural Products Association (NPA); the American Herbal Products Association (AHPA); the American Botanical Council (ABC); and the American Herbal Pharmacopoeia (AHP). In 2001, Elliott led a coalition of nutraceutical industry stakeholders to form a new nonprofit organization called the Dietary Supplement Education Alliance (DSEA) and served as its president.
Elliott was recognized in 2006 for his industry leadership at the Newport Summit with a “Lifetime Achievement Award” and again in 2008 with the Vanguard Award for industry leadership at Virgo Publishing’s senior executive retreat Focus on the Future.
“I became involved [with Vitamin Angels] because I wanted to help make a difference in the world, [and] I believed that Vitamin Angels was the best possible “cause” to champion the benefits of dietary supplements to the world.”