Many founder stories begin in a garage, but few start in a Volkswagen Microbus.
In 1974, when Drake Sadler co-founded Traditional Medicinals with renowned herbalist Rosemary Gladstar, the world was a different place. Bell-bottoms were in, disco was just added to the Billboard charts and the concept of “wellness” was more likely to conjure images of aerobics classes than organic herbal teas.
Yet, from the exurbs of Sonoma County, the pair set out to do something truly revolutionary: bring herbal medicine to the mainstream while embedding sustainability and social good into the DNA of their business.
Fast-forward 50 years, and Traditional Medicinals is the second-largest tea company in the United States, a Certified B Corporation and a global leader in herbal wellness. But for Sadler, it’s never just been about the tea.
“We weren’t chasing trends or trying to create the latest flavors,” Sadler reflects. “Instead, we were responding to genuine needs. From day one, our guiding principle has been right livelihood—conducting business in a way that helps people and does no harm, whether to the environment, each other or the community.”
Global Footprint, SoCo Roots
Sadler credits much of the company’s longevity to its unflinching commitment to purpose over profit. In its earliest days, Traditional Medicinals was simply an extension of Gladstar’s herb shop by the Russian River, where her remedies addressed common ailments with the wisdom of generations. Their first product line featured nine teas targeting specific needs like sore throats, sleep issues and digestive troubles. Today, the company boasts over 60 products, from teas to lozenges and capsules, but the ethos remains the same.
“People think we’re a tea company, but that’s just the delivery system,” Sadler says. “Our real work is uplifting supply communities and educating people about herbal medicine.”
Though Traditional Medicinals has a global reach, its heart remains in Sonoma County. The company is celebrating its milestone anniversary by sponsoring Sebastopol’s Apple Blossom Festival, with employees parading as the brand’s most iconic botanicals—a fitting tribute to its beginnings in the “flower power” era.
“It’s wonderful to show up for the community where we live and work,” Sadler shares. “This year’s theme, ‘Flower Power,’ resonates with our mission to share the healing strength of plants.”
Milestones in Mission-Driven Growth
From prioritizing certified organic products in the late 1980s to pioneering fair trade practices, Sadler and his team have often been ahead of their time. But the company’s true legacy lies in its partnerships with rural and Indigenous communities worldwide, who supply the herbs at the heart of its products.
“When we first visited our source communities, we found children working in fields instead of attending school,” Sadler recalls. “Our initial response was to bring books in their native languages and hire teachers for evening classes. Today, we’ve scaled that impact dramatically. In Rajasthan, India, we now have five schools where 2,000 kids are educated daily.”
Traditional Medicinals’ commitment to ethical sourcing extends to biodiversity, exemplified by its panda-friendly certification for schisandra harvesting. In partnership with the World Wildlife Fund and Chinese officials, the company created a wild cooperative that supports both local farmers and the habitat of the giant panda.
“Environmental conservation and herbal sourcing should be in harmony,” Sadler asserts. “Our work with panda-friendly certification demonstrates how business can protect rare ecosystems while bringing wellness to people’s lives.”
Balancing ancient herbal wisdom with modern science has always been at the core of Traditional Medicinals’ success. Gladstar’s early formulations drew from generations of knowledge, while Sadler ensured the company met rigorous scientific standards.
“By staying true to traditional herbal practices and enhancing them with science, we were able to provide products people could trust,” Sadler explains. “That dual focus on authenticity and efficacy remains our guiding principle today.”
This approach is bolstered by a growing team of herbalists—more than 30 now work across the company, ensuring the highest quality in every product.
Challenges of Scaling Sustainability
As a Certified B Corporation, Traditional Medicinals is held to some of the most rigorous standards of social and environmental responsibility. One of its recent challenges has been transitioning to compostable packaging, a complex endeavor requiring innovation and collaboration.
“Balancing sustainability with product quality has been an exciting but challenging journey,” Sadler admits. “Every step forward reduces our environmental impact while maintaining the efficacy of our herbal products.”
The company has also aligned its goals with the Science Based Targets Initiative, pledging to reduce Scope 1 and 2 emissions by 42% by 2030 and achieve net zero by 2050.
“It’s a commitment to our customers and future generations,” Sadler says, “to keep doing business in a way that supports both people and the planet.”
A Legacy of Impact
Over five decades, public perception of herbal wellness has undergone a sea change. Once dismissed as fringe, herbal remedies are now embraced by a new generation of consumers who demand transparency, authenticity and sustainability.
“This shift aligns perfectly with our longstanding commitment to quality and transparency,” Sadler notes. “A recent example is our Stress Ease line of teas, developed to help consumers manage everyday stress naturally. We listen to what people need, and that feedback shapes our approach.”
As Traditional Medicinals looks ahead to the next 50 years, Sadler hopes to preserve the principles that have guided the company since its inception. With a new CEO, Joe Stanziano, at the helm, the mission remains clear: Expand the company’s impact while staying true to its roots.
“We’re creating structures to ensure these principles remain embedded in the company’s DNA,” Sadler says. “It’s not just about products; it’s about preserving traditional wisdom, supporting communities and protecting the environment.”
For Sadler, the journey has been as much personal as professional. “Seeing our teas become a trusted part of people’s lives is incredibly meaningful,” he reflects. “It reinforces the power of plant medicine and our responsibility to uphold our standards.”
Looking to the Future
Asked what advice he’d offer to the next generation of mission-driven entrepreneurs, Sadler emphasizes the importance of purpose and patience.
“Take time to reflect deeply on your purpose,” he advises. “There’s tremendous value in being intentional and purposeful. Remember, business can be a powerful platform for social change, but it requires integrity and a long-term vision that goes beyond profit.”
With half a century of impact behind it, Traditional Medicinals shows no signs of slowing down. Whether through advancing sustainable farming practices, reducing its carbon footprint or empowering consumers with knowledge about herbal wellness, the company is poised to continue leading the industry it helped define.
“We’re just getting started,” Sadler says. “The next 50 years will be about expanding our impact while staying true to our founding principles of right livelihood.” He adds, “It’s an exciting time for herbal wellness and for the world.”
