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While looking into supplements as part of her treatment for breast cancer, Monica Ruffo (BCom鈥�86) realized something was amiss. 鈥淚 couldn鈥檛 actually understand what was written on the labels,鈥� Ruffo says. Further research uncovered a lack of legal framework surrounding the use of the word 鈥渘atural鈥� in Canada and the U.S., and that most supplements labelled so are hardly natural at all. Even worse, the companies aren鈥檛 obligated to say where their ingredients are sourced.

Ruffo knew something had to be done 鈥� so she went back to school, earning a Plant-Based Nutrition Certificate from Cornell University. Recently, she launched , an online organic apothecary that produces small-batch supplements from organic whole foods without fillers, synthetics or soy.