News

The founder of Sunrider International, Dr. Tei-Fu Chen, and the company’s new global CEO, Sunny Beutler, were interviewed by Direct Selling Century Magazine, a prominent news source for the industry based in Taiwan. Below is a translated version of the article, which featured in the October 2021 edition of the publication.

A Hundred Years of Legacy at 40-Year Anniversary Milestone

Global CEO Sunny Beutler, the second generation, has been appointed to lead Sunrider to a better future

Sunrider, founded in the United States in 1982, is about to celebrate its 40th anniversary in 2022. In February of this year, Sunny Beutler, the daughter of the founder, Dr. Tei-Fu Chen, was officially appointed as the global CEO. She will continue to pursue excellence and write another chapter of 40 years of glory!

Combining oriental herbal wisdom and Western cutting-edge technology, Sunrider develops and manufactures more than 400 health care products, skin care products, and cosmetics. Since day one, Sunrider has steadfastly adhered to its principles and exacting standards of quality in its manufacturing processes and products, which stand out in the direct selling industry. Sunrider® products are sold in more than 50 countries around the world.

Relay—Keep the promises and the original beliefs in mind

Speaking about the beliefs he insisted on when he started his business, Dr. Tei-Fu Chen emphasized that health supplement products are for the body to gain balanced nutrition and achieve optimum health. Sunrider does not blindly follow the trends in research and development of popular products on the market. All Sunrider® products are safe to consume. Dr. Tei-Fu Chen says with pride and conviction, "Even if we don't make a profit, we must protect our business owners and the consumers!" 

For nearly 40 years, Sunrider has been positioned as a leader in the global direct selling market. Dr. Tei-Fu Chen has never changed his mind about bringing health and wealth to the world. To pursue sustainability and carry on the spirit of innovation in the company, Sunrider exhibited revitalized energy in 2021, along with dynamic changes. Dr. Tei-Fu Chen handed over to Sunny the enterprise he created and devoted his entire life to.

Appointed as global CEO, Sunny took over in February 2021. She said her life has been indelibly intertwined with Sunrider for as long as her childhood memories go back. Whenever there was a  new product being prepared to launch, Dr. Tei-Fu Chen and Dr. Oi-Lin Chen would let their five children try it first. Their feedback would be treated as consumer testing. Sunny also learned how to field calls in the customer service center when she was as young as 9 years old. 

She still remembers vividly how the excellent customer service staff assisted customers in overcoming various challenges and achieving win-win outcomes. Dr. Tei-Fu Chen groomed her by letting her gain hands-on experience in different departments, so she could have a comprehensive understanding of Sunrider, which would eventually help her to master the operational aspects of the enterprise. This immersive experience also enabled her to form a clear picture of the company structure and develop strategies for updating the blueprint of Sunrider.

Relay—Inherit the concept and break through

"I’ve always believed that Sunrider is the best company, ever since I was young!" As she gets older, Sunny understands that Sunrider has become an exceptional company not only because it develops and self-manufactures its own herbal products, but also through the direct sales model, which has helped countless people improve their lives, support their health, and embrace the goals of wealth and freedom. At this year's global online convention, Sunny told everyone confidently, "This worldwide, growing brand, with its niches and advantages, will surpass itself again!"

Sunny pointed out that even a seasoned enterprise has room for improvement and transformation, because changes can occur at any time within the business environment and companies. Sunny says, “I’ll devote 70% of my time to my internal work, 20% of my time developing new channels, and then 10% of my time discussing work plans with all departments.” Sunrider’s short-, medium-, and long-term development goals have been drafted and will be realized one by one according to the schedule. 

She often exchanges ideas with her parents to ensure that all innovative practices do not deviate from Dr. Chen’s original belief of entrepreneurship, which is an irreplaceable Sunrider value, and which also serves as the compass to guide the company into the next century. 

"We need to apply business plans aligned with current needs for the company to create a new vision." Sunny also emphasized that Taiwan is the homeland of her father and an important market for the company. With the support of the executive team and systematic training, Sunny believes "we will continue to pursue excellence and write another chapter of 40 years of glory!"