Mark Simon's journey into cancer research began in 2004, building on a lifelong passion for plant-based nutrition, holistic health, and natural medicine that started in 1982. Driven by a firm conviction that there are effective, nontoxic alternatives to surgery, radiation, and chemotherapy, Mark founded NORI in 2011 to provide cancer patients with powerful, evidence-based tools for recovery. Under his leadership, NORI has developed the NORI Protocol—a personalized nutritional and nutraceutical program targeting cancer cell vulnerabilities—and has supported patients worldwide, including those in Edmonton and across Canada, achieving remarkable outcomes across a wide range of cancer types and stages.