With an extensive history in the dietary supplement industry and a passion for nutrition, Pewaukee resident Kristie Hall decided to start her own business.
Hall founded True Grace, a new supplement brand with a mission to improve the health of people and the planet through nutrient-dense products. Her husband, Brian, serves as the company’s chief executive officer, while Sara Newmark works as the chief operating officer.
Together, they have more than 70 years of combined dietary supplement industry experience. Kristie Hall also gained experience in the health and wellness industry as the editor-in-chief of Delicious Living.
“We were well rounded in our careers and wore many hats along the way in the supplement space and of course the publishing space,” she said. “We decided we really wanted to jump in and do it on our own. We had made so many amazing connections and started to reach out to people, network and kind of pick people’s brains on what it took to start a company.”
True Grace sells probiotics, multivitamins and Omega-3 fish oil that supports regenerative agriculture and fights plastic pollution. According to Kristie, regenerative agriculture is a system of holistic farming that rehabilitates the entire ecosystem and enhances natural resources rather than depleting them.
“We set out to start a company that, of course, focused on healing people, but also to have a huge focus on the planet at the same time,” Kristie Hall said. “My husband and I are very passionate about preserving the planet for future generations. We have been a big part of the regenerative agriculture movement. That’s been at the heart of starting True Grace.”
The company began selling products in October 2021. It is located at N22 W27847 Edgewater Drive, Pewaukee.
“I grew up in Pewaukee and went to grade school in Pewaukee,” Hall said. “We live in Pewaukee, so I just felt it was a great place to start the company.”
True Grace is also focused on choosing meaningful ingredients for its supplements.
“We did this knowing the soil today is so depleted compared to 50 years ago,” Hall said. “Which means food just isn’t nutrient-dense as it was 50 to 60 years ago. We wanted to partner with growers and other suppliers that had nutrient-dense ingredients to put in our products.”
True Grace has a philanthropic arm of the company that works toward supporting the community and farmers transitioning from a conventional approach to regenerative agriculture.
“One of the biggest challenges was packaging,” Hall said. “When we were looking at packaging, there are not a lot of great choices. We looked high and low, and because it was during COVID it also was hard to get certain packaging. We really stuck to our guns on that, and we have these beautiful custom-made bottles. … No virgin plastic is in our bottles.”
The company offers customers the chance to purchase supplements in pouches, as opposed to bottles, that are made from sustainably sourced sugarcane that can be recycled at designated facilities, reducing consumers’ overall use of plastic.
“They can keep ordering the pouch and keep refilling their bottle, which is a much less carbon footprint and also less plastic going into recycle or trash,” Hall said. “It’s very unique and different from anything that many other supplement companies are doing right now.”
True Grace products can be found online at truegracehealth.com and Amazon.com and are also found in stores like Good Harvest Market in Pewaukee, all the Fresh Thyme stores, Health Hut in Brookfield and more throughout the country.
“We feel so fortunate to have made so many great friends and connections over the years,” Hall said. “It made it so much easier than if we were just starting from scratch.”