Growing Roots RUTH CRAWFORD AT HOME
PASSION FOR PLANTS As a young kid, Jim Louro was raised on eating organic and healthy foods. His parents, especially his father, taught his family from an early age a passion for natural living which later inspired Jim’s interest in organic gardening. It wasn’t until his mother fell ill that his curiosity turned into something deeper. Her illness sent him into the healing world of plants, and he dove in headfirst. What began as a backyard interest soon evolved into a thriving greenhouse operation. That’s how VitaLife Herbs was born. Louro’s drive to get organically certified wasn’t just about labels, but rather it was about turning his passion into purpose. He wanted to not only support his own budding family’s journey toward natural healing, but also support others. He started selling his plants to local establishments like Nature’s Corner and Smith’s Farm Market. After his mom passed, Louro continued growing VitaLife, eventually seeing his plants reach shelves at Whole Foods.
even stronger than initially expected. The company name serendipitously has the same initials as his late mother, Vicki Louro. This realization not only felt like a sign from his mom, but also inspired Louro to keep his passion of health in lifestyle and mentality strong for himself, his family, and the company itself. VitaLife Herbs became a way for him to dedicate something to his mom, while continuing the cycle of healthy living that his dad had started with their family. A TIME OF TRANSITION As Jim and Jen’s family continued to grow, they were faced with a difficult decision. Ultimately, Jim’s ability to run VitaLife Herb while simultaneously building his construction company, Louro Development Group, became unsustainable. “I loved what I was doing with VitaLife but that future had so many uncertainties and areas I was unfamiliar about. With my own growing family I knew that committing to one was ultimately what I had to do. I was spread too thin trying to do both well.” MISSION TO EDUCATE While VitaLife was put on hold, Jim never lost his passion for healthy
living and gardening. Louro’s passion recently found a new outlet through his work with Faherty at Sun & Waves Café in Spring Lake. Long inspired by the farm-to-table movement, he saw a beautiful alignment between his passion and the café’s mission. That’s where the idea for a children’s gardening workshop took root. This past spring, Jim and Jen hosted a seed to sprout styled workshop, inviting children of all ages to learn the art and benefits of planting seeds. Louro describes what he hopes the children will take away from the workshops, “It is always great for the next generation to learn something new they haven’t tried before and bring it home. It is even better when a workshop such as this is cross generational so it is something children can do with their parents. I’m also always looking for ways to engage kids and improve their health.” LOOKING TO THE FUTURE Louro enjoys meeting with like minded people to not only expand his own knowledge on natural living, but also help to educate others. He continues to connect with others, eager to learn, share, and spark change.
A FAMILY LEGACY During the development of the
company’s logo, Jim and his wife, Jen, realized that the connection between VitaLife Herbs and Louro’s mom was
ADVICE FOR BEGINNERS Curious about starting a garden? Louro says the first step is simple: plant a seed. “Pick up a few pots or try a mini greenhouse,” he encourages. “It’s amazing how quickly your confidence will grow.” There are endless resources to guide you, no matter your space or goals. The key is just to begin. “My goal,” Louro says, “is to keep listening, keep learning, and keep teaching. The more stories
He urges people to understand the importance of growing their own food. “Glyphosate is one of the major reasons for health issues today,” Jim explains. The damages the food industry has made to people’s health drives Louro to educate and spread the word of healthy living. This motivation he hopes will shine throughout the workshops, giving children the experience of growing plants and nurture their health from the ground up.
we share, the more people we reach. And that’s how we shift the system.” Keep your eyes peeled for future workshops with Jim at Sun & Waves by following @sunandwaves and @strollspringlake on Instagram and Facebook!
20 June 2025
Stroll Spring Lake 21
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