Our History

founders2-300x220-208x300_2When Kate and Marty Rifkin first conceived of the product that would catapult their small vitamin business into the national stratosphere, they weren’t seeking to dominate the marketplace or obliterate the competition, but simply to fill a need.

Kate had noticed that young children readily share germs. She wanted to give her own young daughter the immunity boost of Echinacea without an epic struggle. From this simple and sincere desire to make nutrition taste good, the L'il Critters® Gummy Bear Vitamin was born.

The health and well-being of children have always been at the heart of the Rifkins’ work. So it was no surprise that when their company rose to undreamed-of prominence within the nutrition industry, their response was to reaffirm their commitment to children and the community in the same quiet and unassuming way they built their business: by filling a need whenever they see the chance to do so.

“By example our parents taught us that caring and deliberate action is what keeps a community well and thriving,” Kate says. “Our goal is to create opportunity at the point of need – a point where we can alter the trajectory of a life.”

The KMR Group Foundation aspires to give disadvantaged children an equal opportunity to grow up educated, purpose-driven and confident. Through the creation and sponsorship of innovative programs and academic scholarships, KMR seeks to promote sound nutrition, good health, and a love of learning in students of all ages. Beneficiaries of KMR’s support are offered ways to remain connected with the foundation, extending help in turn to subsequent recipients.

The Dalai Lama said, “Just as ripples spread out when a single pebble is dropped into the water, the actions of individuals can have far-reaching effects.” KMR’s ultimate hope is that, by nurturing and supporting its own community in a wide variety of ways, a ripple effect will be created from which an ever-widening world community will ultimately benefit.


"Children make up less than 1/3 of our population but they make up 100% of our future."

- Kate Jones