• Heather Hellenga

Laura Crawford, Inc. Announces New Partnership


Natural Products Sales Agency founder Laura Crawford hires Heather Hellenga as President


Madison, Wisconsin


Laura Crawford, Inc. is pleased to announce that Heather Hellenga has joined Laura Crawford as a partner and President of Laura Crawford, Inc.


Heather first joined the company as an executive assistant for Laura and has been working as the company’s general manager. She holds a Bachelor of Business Administration and a Bachelor of Arts in Economics from the University of Wisconsin – Madison. She is excited to grow the business’ sales and make a positive impact on the natural product industry’s lifestyle options by promoting Laura Crawford, Inc.’s curated collection.

“I am delighted to be stepping into such an important role in a company with so much potential waiting to be unleashed. Each of the lines we represent has a unique and amazing story, and I want to help them tell it. Laura Crawford is an excellent and dedicated sales manager with a lot of experience in natural grocery – it has been great to work alongside her so far, and I know that together we can create phenomenal growth in Laura Crawford, Inc.”

-Heather Hellenga


Laura is also excited about stepping back into sales management. She plans to focus on sales and service with the goal of increasing the company’s reach throughout the U.S.


“I am thrilled to have brought on Heather as my business partner. Heather brings a high-level attention to detail, excellence, and has a great eye for organization and effectiveness.”

-Laura Crawford


Laura Crawford, Inc. is a natural products sales agency that represents over 30 eco-friendly and socially conscious lines to natural grocery retailers nationwide. This announcement comes on the back of another strong year in which the company sales grew more than 27%. Laura Crawford, Inc. represents a wide variety of lines, from jewelry to housewares, and strives to be a one stop shop for the lifestyle category, bringing lines like Blue Hill by Hand, Ethics Supply Co., Rising Tide and Tey-Art to the natural grocery marketplace.


About Laura Crawford, Inc.

Founded in 2009, Laura Crawford, Inc. is the leading lifestyle product category provider to natural grocery retailers nationwide. The company strives to create opportunity for its employees, provide all its customers a great experience, and share its knowledge with vendors who create eco-friendly or socially conscious products in order to launch their products into the natural grocery marketplace.


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Laura Crawford Inc

1 Langdon Street | Suite A

Madison WI 53703

(608)230-5254