So it was a natural when Perry Fink, Southwest Whole Body Associate Coordinator for Whole Foods Market^®--America's largest retailer of natural and organic foods and products--called Indigo Wild's fragrant headquarters in Kansas City, Missouri in mid-January with an idea. He wanted to incorporate a centuries-old elixir, dragon's blood resin, into a viable product to relieve dry skin.

The ingredient with skin-soothing and moisturizing properties--dragon's blood--sounds like a magic potion straight from a medieval storybook. The dark red resin, dragon's blood, is extracted from trees indigenous to the Canary Islands, Morocco and Indonesia. Dragon's blood oil has been used for various remedies for hundreds of years. "At Whole Foods Market we sell dragon's blood resin to burn incense," says Fink. "My interest was piqued after Dr. Oz recommended dragon's blood lotion to his viewers. He proclaimed that the dragon's blood helped dry, cracked skin and people had called Whole Foods Market in search of the perfect product. It was then I knew there was a customer demand for a high-quality lotion using dragon's blood resin."

With dragon's blood on his mind, Fink picked up the phone and called Voth. "When I asked Emily if Indigo Wild could produce a dragon's blood lotion, she laughed," says Fink. "She just happened to have dragon's blood sitting on her desk." And this was the birth of Indigo Wild's new product, Dragon's Blood Zum Rub.

Voth, whose company's products have been sold in Whole Foods Market stores across the country since 1996, says it was serendipitous to receive Fink's request. "Our trademark at Indigo Wild is to dabble with cutting-edge natural ingredients and spin them into great quality products," says Voth. "Dragon's Blood Zum Rub is the perfect example of how we create solutions that are relevant. Dragon's blood resin provides the ideal recipe to help scaly skin, split cuticles and cracked heels."

Into Indigo Wild's test kitchen they went and within a week developed Dragon's Blood Zum Rub, an innovative solid moisturizer packaged in a compact 2.5-ounce tin designed for on-the-go lifestyles. In addition to dragon's blood infused organic sunflower oil, the greaseless rub contains grapeseed oil, coconut oil, natural beeswax, carnauba wax, organic shea butter, pure essential oils and vitamin E. Dragon's Blood Zum Rub is made without the use of parabens, mineral oil or fragrance oil. Two samples of the dragon's blood prototype product were expedited to Fink's Dallas office.

"It's truly a wonderful product," says Fink. Whole Foods Market ordered a shipment of the Dragon's Blood Zum Rub from Indigo Wild, which is flying off shelves in its Southwest Region stores in Texas, Oklahoma, Arkansas and Louisiana.

Dragon's Blood Zum Rub will also be available on Indigo Wild's Web site mid-February (http://www.indigowild.com/products/natural-moisturizer/dragons-blood-zum-rub/). Voth says other stores across the country are ordering the Dragon's Blood Zum Rub every day.

Voth and Fink are pleased with their collaborative effort and creative partnership that resulted in a quality and effective product to soothe the masses, Dragon's Blood Zum Rub.

"More than that, I never thought I'd be rubbing dragon's blood on my hands," says Fink.

And true to Indigo Wild's animal-free testing pledge, the only thing tested in the creation Dragon's Blood Rub was dry, cracked skin.