Elmer Heinrich, often referred to as “The Mineral Man” or simply “Mr. H,” is a business executive and author best known for his work in the dietary supplement industry. He is the founder and Chairman of The Rockland Corporation and Exceptional Health Products, companies based in Tulsa, Oklahoma. Heinrich built his later career around the promotion of plant-derived minerals, arguing that modern agricultural soils are depleted of essential nutrients, which he believes is a primary cause of declining human health and disease.
Before his venture into the health and wellness sector, Heinrich reportedly had a diverse entrepreneurial background. He claims to have founded and operated successful companies in multiple countries, including The Hotsy Corporation (known for industrial pressure washers) and the Robo Car Wash Company. His transition to the health industry began in the 1980s when he incorporated Liquid Assets, Inc. and subsequently The Rockland Corporation, which focused on mining and distributing mineral products.
Heinrich is the creator of “Immuno 150,” a nutritional supplement marketed as containing a complete spectrum of minerals and other nutrients. He has heavily promoted this product and his theories through various media, including radio interviews and infomercials. He has also authored books to support his views, most notably The Root of All Disease and The Power of Minerals, in which he expounds on the importance of mineral supplementation for longevity and physical well-being.
Recent marketing materials and commercials from his companies have featured him appearing in his late 80s or early 90s, using his own vitality as a testimonial for his products. He remains a central figure in the marketing of his supplements, often sharing his personal philosophy that a lack of minerals is the underlying cause of most chronic ailments.
Vital Statistics
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Full Name: Elmer G. Heinrich
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Nickname: “The Mineral Man”, “Mr. H”
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Approximate Age: Late 80s or 90s (based on recent marketing materials)
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Place of Residence: Tulsa, Oklahoma, USA (associated with business headquarters)
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Nationality: American
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Occupation: Businessman, Author, Nutritional Formulator
Early Life and Education
Details regarding Elmer Heinrich’s specific date of birth, parents, and siblings are not publicly disclosed in open biographical records. Unlike many public figures who have detailed Wikipedia entries, Heinrich’s early history is largely narrated through the lens of his business achievements rather than public vital records.
Information about his formal education is similarly scarce. However, his career trajectory suggests a strong aptitude for engineering, sales, and business administration. His ability to found and scale companies in disparate industries—from industrial cleaning equipment to nutritional biochemistry—indicates a background of practical, self-taught entrepreneurialism rather than a purely academic path.
Career History
Elmer Heinrich’s career can be divided into two distinct phases: his early work in industrial machinery and his later dedication to the health and wellness sector.
The Entrepreneurial Beginning: Hotsy and Robo
Heinrich often cites his early business ventures as the foundation of his financial success. He claims to have founded The Hotsy Corporation, a company that became synonymous with hot water high-pressure washers. The brand became a staple in the industrial cleaning market, known for its durability and “Red Hotsy” branding.
Following this success, Heinrich was involved in the creation of the Robo Car Wash Company. This venture capitalized on the growing demand for automated car cleaning services. These early successes established Heinrich as a capable businessman with a knack for identifying market needs and creating branded solutions to meet them.
The Shift to Health: Liquid Assets & The Rockland Corporation
In the early 1980s, Heinrich’s focus shifted dramatically. In 1983, he incorporated Liquid Assets, Inc., which would become the parent entity for his future health endeavors. This transition was reportedly sparked by his realization of the critical role minerals play in human health—a realization he claims came after observing the decline in nutritional quality of food.
He founded The Rockland Corporation, based in Tulsa, Oklahoma, to serve as the manufacturing and distribution hub for his new products. Unlike his previous ventures which dealt with machinery, Rockland focused on mining and processing raw materials for health supplements. The company claims to operate its own mineral mine, extracting SenTraMin, a prehistoric plant-derived mineral substance that forms the base of their product line.
“The Mineral Man” and Immuno 150
Heinrich’s most enduring legacy is the creation and promotion of Immuno 150. Marketed as a comprehensive nutritional supplement, Immuno 150 is said to contain 70 plant-derived minerals along with vitamins, amino acids, and enzymes.
As the face of Exceptional Health Products (a division of his corporate structure), Heinrich adopted the persona of “Mr. H.” He became a frequent guest on radio talk shows and starred in his own infomercials. In these appearances, he passionately argues that “You cannot buy health; you must earn it,” positioning his mineral products as the essential tool for earning that health. His marketing often highlights his own longevity, featuring him as an energetic nonagenarian who still runs his companies daily.
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Philosophy: The Root of All Disease
Elmer Heinrich’s business is built upon a specific health philosophy which he details in his writings and speeches. His core thesis is that soil depletion is the root cause of modern disease.
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The Soil Depletion Theory: Heinrich argues that aggressive farming techniques and chemical fertilizers have stripped the earth’s soil of essential trace minerals. As a result, fruits and vegetables grown today contain a fraction of the nutrients they did a century ago.
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Plant vs. Metallic Minerals: A key tenant of his philosophy is the distinction between “metallic” (hydrophobic) minerals and “plant-derived” (hydrophilic) minerals. He contends that the human body cannot efficiently absorb metallic minerals found in pills and rock-based supplements. Instead, he promotes plant-derived minerals—which have been processed through a plant’s root system—as being 100% absorbable and bioavailable.
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The “Pica” Connection: He often cites the condition of Pica (where animals or humans eat dirt) as an instinctual drive to acquire missing minerals, further validating the need for liquid mineral supplementation.
Published Works
Elmer Heinrich has authored books to educate the public on his theories and promote his products. His writing style is direct and persuasive, aiming to simplify complex nutritional concepts for the layperson.
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“The Root of All Disease” (2000): This is his most well-known book. In it, he expands on the theory that a lack of minerals is the underlying cause of most chronic ailments, including diabetes, heart disease, and fatigue. He uses the book to advocate for the necessity of supplementation in the modern diet.
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“The Power of Minerals” (1998): A predecessor to his later work, this book focuses on the specific biological functions of various trace minerals and why the “complete spectrum” found in nature is superior to isolated mineral supplements.
Personal Life
Wife and Family
Elmer Heinrich is married to Shirley Heinrich. In company media and interviews (such as on the “Livin’ the Good Life Show”), Shirley is frequently mentioned as a principal in the business alongside her husband. The couple appears to work closely together in the management of Exceptional Health Products.
While there are public records of other individuals named Elmer Heinrich with children named David, Carolyn, Roger, and Bruce, it is not definitively confirmed in public biographies if these are the children of “The Mineral Man” Elmer Heinrich. Due to the commonality of the name, specific details about his children are often kept private or not publicly disclosed in connection with his business profile.
Net Worth
Elmer Heinrich’s exact net worth is not publicly disclosed. However, his financial standing is presumed to be substantial given his history of founding multiple successful companies.
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The Hotsy Corporation and Robo Car Wash were successful industrial ventures that likely provided significant initial capital.
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The Rockland Corporation is a major player in the supplement manufacturing space, with international distribution of products like Immuno 150.
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He claims to own the mineral mine in Utah from which his products are sourced, which would be a valuable asset.
Conclusion
Elmer Heinrich stands as a unique figure in the American wellness landscape. Part industrial tycoon, part health evangelist, he has spent the latter half of his life arguing that the secret to health lies in the dirt beneath our feet. Through The Rockland Corporation and Exceptional Health Products, he has built a business empire on the premise that minerals are the missing link in modern nutrition. Whether viewed as a savvy marketer or a nutritional pioneer, “Mr. H” has undeniably influenced how thousands of people approach dietary supplementation.
FAQs
How old is Elmer Heinrich?
Elmer Heinrich appears in recent marketing materials where he is described as being in his late 80s or 90s. His exact birth date is not publicly listed in his business bios.
What is Elmer Heinrich’s most famous product?
His flagship product is Immuno 150, a liquid nutritional supplement that boasts a full spectrum of 70 plant-derived minerals.
Who is Elmer Heinrich’s wife?
His wife is Shirley Heinrich. She is often mentioned as a principal in his companies and appears alongside him in business contexts.
Did Elmer Heinrich found the Hotsy Corporation?
Yes, Heinrich claims to be the founder of The Hotsy Corporation, a famous manufacturer of industrial hot water pressure washers.
Where does Elmer Heinrich live?
He is based in Tulsa, Oklahoma, where the headquarters of The Rockland Corporation and Exceptional Health Products are located.
Is Elmer Heinrich a doctor?
No, Elmer Heinrich is a businessman and nutritional researcher. He is often referred to as “Mr. H” or “The Mineral Man,” but he does not claim to be a medical doctor (MD).
What is the difference between plant minerals and metallic minerals?
According to Heinrich, metallic minerals are rocks that the body struggles to digest (low absorption), whereas plant minerals have been pre-digested by plants, making them 100% absorbable by humans.
Does Elmer Heinrich own a mine?
Yes, his company, The Rockland Corporation, claims to own a mineral mine in Utah where they extract the SenTraMin mineral substance used in their products.
