Mark Simon's journey into cancer research began in 2004, rooted in a deep conviction that natural, nontoxic alternatives to surgery, radiation, and chemotherapy can play a transformative role in cancer care. His foundational studies in plant-based nutrition, holistic health, and natural medicine — which began in 1982 — informed the development of the NORI Protocol, a science and evidence-based system targeting universal vulnerabilities within cancer cells. In 2011, Mark established the Nutritional Oncology Research Institute to give cancer patients worldwide a set of powerful, affordable tools to support their recovery and long-term management. Under his leadership, NORI has supported patients with brain, breast, prostate, thyroid, and advanced cancers, achieving an estimated response rate of over 90% for several cancer types.