Herbs, Etc.

Herbs Etc. is a Santa Fe, New Mexico-based herbal medicine company with roots dating back to 1969, when esteemed herbalist Michael Moore founded what began as a small apothecary. Over five decades later, the company has grown into a trusted name in the herbalism industry, now guided by Daniel Gagnon (MS, RH), a former student of Moore. The company crafts a range of herbal formulas designed to support physical, mental, and emotional wellness, drawing on both ancient herbal traditions and modern scientific methods.

The product line includes herbal supplements targeting sleep support (such as the Deep Sleep formula), allergy relief (Allertonic), energy and recovery, and adaptogenic support. These are sold primarily direct-to-consumer through their website, with shipping available across the United States. Products are also offered in bundles and subscription formats, allowing customers to maintain consistent herbal regimens.

A defining characteristic of the company's manufacturing philosophy is its use of fresh plants whenever possible, particularly for aerial parts such as leaves and flowers. Fresh herbs are overnighted directly to the facility and extracted within 24 hours of harvest to preserve maximum potency and active constituents. For formulas requiring stable, concentrated compounds, the company uses whole dried herbs that are ground in-house on demand, ensuring the freshest possible dried powder at time of production.

The company employs a proprietary cryogenic grinding process that avoids heat degradation and preserves the integrity of plant constituents. Extraction methods include alcohol, water, and kinetic maceration — a technique the company credits with boosting extract potency by up to 50% compared to conventional methods. All products are crafted in small batches with an emphasis on purity and therapeutic efficacy, using whole plants rather than powders to maintain the full spectrum of each plant's beneficial properties.

Herbs Etc. prioritizes sourcing North American herbs, working closely with organic, family-run farms and experienced wildharvesters who practice ethical, ecosystem-aware harvesting. This supply chain philosophy reflects a commitment to regional plant medicine traditions and responsible land stewardship. The company recently completed a brand visual refresh after more than 50 years, updating packaging design while keeping all existing formulas unchanged. The rebrand is intended to honor the company's Santa Fe heritage while reaching a new generation of herbal wellness consumers.