Madaus, Europe's leading supplier of natural pharmaceuticals and nutraceuticals, has named James H. Bruce as president and CEO of its North American subsidiary, Madaus, Inc. Bruce will be responsible for developing and implementing a strategic plan to establish Madaus as a significant part of the US natural healthcare industry. He will direct all market development activities in health food, mass market, physician, and pharmaceutical sectors as well as explore growth opportunities through business alliances and acquisitions. Madaus had a 50% interest in Nature's Way which it sold to Schwabe last year.