Grace and I gave up building our dream home to fund our first health store — and it didn’t pay off overnight. There were many lean years, and plenty of moments where it would have been easier to give up.
This week’s Founder Friday, Dynamic Business sat down with Frank Caruso, founder of the iconic Australian supplements brand Caruso’s Natural Health.
From a life-changing moment at 101kg to building Australia’s 6th largest vitamin brand in pharmacy, Frank’s 45-year journey is one of transformation, sacrifice, and unwavering passion for natural health.
From rock bottom to life-changing revelation
Frank’s story begins in 1979, when he was struggling with his weight and health. At 101 kilos on a 5’3″ frame, he was tired, unhealthy, and battling low self-esteem. The turning point came at a gym, in what Frank describes as one of his most memorable early visits.
“I walked in with a burger in one hand and a can of cola in the other!” Frank recalls with a laugh. It was then that gym owner George delivered words that would change everything: “Frank, it’s great you’re training, but if you don’t change your diet, you won’t live a long, healthy life. What you eat today is what you are tomorrow.”
George recommended a book that would become the catalyst for Frank’s transformation: The Miracle of Fasting by Paul Bragg. “I’ll be honest, I was sceptical. But I bought the book, read it in three days, and it completely turned my world around,” Frank explains. This marked the beginning of his voracious appetite for learning about natural health and healing.
The ultimate career pivot
I said to my wife, Grace, ‘I don’t want to just live this lifestyle, I want to work in this space full-time
Two years into his health journey, Frank faced a pivotal moment. As an Automotive Engineer with a stable career, he and his wife Grace had just put a deposit on land to build their dream home. But Frank’s passion for natural health was calling him toward a different path.
The conversation with Grace that followed would define their future: “I said to my wife, Grace, ‘I don’t want to just live this lifestyle, I want to work in this space full-time,'” Frank recounts. When faced with the choice, he posed the question that would change everything: “Grace, do we build a new home, or do we open a health food store?”
Grace’s response still moves Frank to tears decades later: “It’s your passion, let’s open a health food store. We can build the house another day!” It would take another 15 years before Grace finally got her new house, a sacrifice that Frank never takes for granted. “I’ve always had Grace’s support. She is my rock!”
Building an empire, one customer at a time
On November 1st, 1982, Frank’s 28th birthday, he opened his first health food store. “It was one of the happiest days of my life,” he reflects. “Every morning, I couldn’t wait for the sun to rise so I could get to the store and start talking to my customers. I absolutely loved what I was doing.”
Alongside the store, Frank launched Health News, a publication dedicated to educating Australians about natural living. The publication became a phenomenal success, printing over 30 million copies in just six years.
After 13 years in retail, Frank recognized a gap in the market. “It became clear to me that many companies in the health industry didn’t share the same passion for natural living,” he explains. This realization led to the birth of Caruso’s Natural Health in June 1995.
The Caruso’s philosophy: quality over shortcuts
I never put anything in my product I wouldn’t take myself or give to my family
Today, Caruso’s Natural Health boasts over 130 products and holds the position as the 6th largest vitamin brand in Australian pharmacy. Frank attributes this success to several key principles that have guided the company from day one.
“From sales to manufacturing, we do everything right here in Australia. It’s more expensive, but it’s worth it. We create local jobs, maintain strict quality control, and earn the trust of Australian families,” Frank explains, emphasizing their commitment to local production.
When it comes to product development, Frank is adamant about purpose-driven innovation: “We don’t just release new products for the sake of it. Every product we launch fills a real need.” The company constantly studies research, journals, and clinical trials to ensure their solutions actually work.
Perhaps most telling is Frank’s personal promise: “I never put anything in my product I wouldn’t take myself or give to my family!”
Overcoming the inevitable challenges
The journey hasn’t been without its obstacles. “Starting out, our biggest hurdle was money,” Frank admits. “Grace and I gave up building our dream home to fund our first health store, and it didn’t pay off overnight. There were many lean years, and plenty of moments where it would have been easier to give up. But I didn’t.”
Beyond financial challenges, Frank faced the uphill battle of public awareness. “Natural health wasn’t trendy back then. People weren’t talking about ‘wellness’ like they are now,” he explains. This is precisely why Health News was so crucial in educating Australians and spreading the message.
Wisdom for the next generation
After 45 years in the industry, Frank has distilled his experience into key advice for aspiring entrepreneurs: “If you don’t believe in yourself, how can you expect anyone else to? Passion, belief, and persistence kept me moving forward,” he emphasizes when discussing the importance of self-belief.
On continuous learning: “Don’t pretend you know everything. The most successful people I know are always learning.”
Frank also stresses the importance of environment: “Success breeds success. Whether it’s health, business, or personal growth, the people you surround yourself with will shape your journey.”
His practical advice includes writing down goals and reviewing them quarterly, stepping outside comfort zones for growth, and maintaining an unmatched work ethic: “Tools, tech, are great. But nothing replaces good old-fashioned hard work and knowing every part of your business inside and out.”
Perhaps most importantly, Frank advocates for courage over fear: “Starting a business is scary. But if your passion and desire outweigh your fear, you’ll find a way to make it work.”
Even in his 70s, Frank shows no signs of slowing down. “We have many exciting new innovations coming in 2025 as we continue towards our ultimate goal, to become the number one supplement brand in Australian pharmacy,” he reveals.
What drives him forward after all these years? “I’m just as passionate in helping Australians live longer, more vibrant and healthier lives today as I was 45 years ago when it all began.”
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