A Real Virtual Reality

May 11, 2020

We’re nearly three months into the COVID-19 crisis and people have made vast adjustments to their personal and professional lifestyles. Many of us are working from home. This will be our new normal until there is widespread treatment or a vaccine. And, it is clear that our world is being permanently changed and altered in ways we cannot fathom.

There are patterns emerging as many of us work in this new culture. We no longer have the ability to connect in person as we’ve entered a world without business travel, events, conferences, and meetings as main business development vehicles.

Here at Trust Transparency Center we’ve taken a look around to find a unique opportunity to drive solid value to our community. We wanted to do something unique and insightful that uses all of our experience and expertise, one that captures current issues, but also takes into account the realities that are likely to emerge months and years out. With this in mind, we are excited to present a virtual conference produced in collaboration with WholeFoods Magazine titled Taking Control of the Immunity & Wellness Marketon June 11 and 12th.

The dietary supplement and natural products marketplace is doing reasonably well relative to many other categories. Consumers seem interested in the chance to take back a bit of control over their personal health and wellness. By far the largest jump in activity is in the immune health area, with sales increases being reported in Vitamins C and D, as well as prebiotics and probiotics, zinc, and elderberry products. As NutraIngredients stated “This is the world’s biggest advertising campaign, bar none. A self-directed advertising campaign is a wonderful thing, but on several occasions my industry friends have asked me “how real is this and what’s after the bump?”

Predictably in this current wave, new entries (and claims) are emerging, some substantiated, others merely hype, and we are seeing product quality across the spectrum; adulteration has increased dramatically, reports indicate. Yet if the patterns we saw a decade ago from 2008 and 2009 prevail the current uptick may be sustained – if we do things properly. We saw during the 2009 recession that as jobs and insurance benefits were lost consumers turned to dietary supplements, leading analysts to label our industry essentially ‘recession-proof’.

Will that occur and for which categories this time? Will it really be immunity? Our plan in this virtual conference series (yes, we envision a series to take us through the months ahead) is to deliver top-level education that provides deep insights into these questions in an engaging environment that can be consumed conveniently.

We know that information without insights and practical takeaways is not particularly helpful, that there are lots of webinars you could attend, and that your time is as valuable as it always has been. This conference is intended to deliver hard-hitting practical information to a very unique audience that combines the reach of WholeFoods Magazine across the spectrum of ingredient to brand to retailer, alongside the community built and nurtured by TTC. 

It’s never been more important to deliver quality leads. We plan to do that.

One industry colleague commented to me last week that his sales reps are having lots of virtual meetings, but with people they already know. There has never been a better time to get out in front of new candidates, especially those that are planning strategically, and our focus in this conference is really on high-value engagement. The conference platform even has a robust scheduling tool where sponsors indicate their availability, and conference attendees can block meeting times, in addition to participating in debate, Q&A, and chat.

This event on immunity and wellness is the first in a series we’re producing with WholeFoods Magazine. The combination of our content and insights teams is stellar, we know how to deliver actionable insights, and hope you’ll join us as we launch this high return series.

These are challenging times, make no mistake. These are also the times when dynamic and sustained market shifts occur, and agile and forward-thinking companies can seize advantage at the same time as cementing relationships, which have never been more important.

Join us on June 11 and 12. Wellness has never been more important, and immunity is top of mind.


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Lori Diez

Lori Diez combines compassion and excellence to lead organizations to their next level. A small-town Texas childhood taught her the value of hard work and relationships, which she uses to foster teamwork that brings results that have transformed cultures and programs to their highest potential. Her successful career in pharmaceutical and nutraceutical sales leadership and event hosting has prepared her to deliver results as the COO of TrustTransparency, where she uses her industry knowledge to ensure that the company’s operations run smoothly as they support nutraceutical companies in their mission to help others. Lori’s passion for charity reflects her belief that individuals working together can change the world, no matter how small their contribution to the effort. This year, she looks forward to continuing over a decade of service at the Houston Livestock Show And Rodeo, where she will be the Chairman of the Livestock Committee.

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Statin Q10 Effect Case Study

Statin Q10 Effect Case Study

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Glynnda Steinford

Glynnda Steinford, Trust Transparency Consulting’s Director of Customer Relations, brings over four decades of healthcare experience to her vital role in client engagement and relationship building. Her diverse background spans from administering medical groups to impactful stints in pharmaceutical and nutraceutical sales, all underlined by her degree in Healthcare Administration.

At the heart of Glynnda’s work is her talent for nurturing long-term connections, a skill she leverages to enhance client experiences and partnerships within the consultancy. Beyond her professional commitments, she enjoys life’s simple pleasures, whether it’s her love for cats and cooking or her ventures into golf, always prioritizing cherished moments with family and friends. Her personal interests echo the dedication and warmth she extends in her professional network, making her an invaluable asset to the team.

Caiti Dowden

Caiti Dowden stands as a crucial pillar at Trust Transparency Consulting, bringing invaluable insight and expertise to her role as Senior Executive Assistant’ since her start in 2018. With an academic background from Sam Houston University and a career shift from education to the nutraceutical sphere in 2010, Caiti has cultivated a sharp acumen for dissecting industry trends and bolstering strategic decision-making.

Her transition from Data Analyst reflects her growth and deep understanding of the business landscape. Caiti’s commitment goes beyond professional excellence; she thrives on balance, drawing from her rich life outside of work to enhance her organizational contributions. Whether it’s family time, volunteering, or rooting for Houston’s sports teams, she believes in embracing experiences to fuel her professional creativity and insight.

In her current role, Caiti’s dedication to dynamic business analysis and operational support proves her to be an irreplaceable asset to our team, embodying the synergy of personal enrichment and professional success.

Pam Hilpert

Pam Hilpert, Chief of Staff at Trust Transparency Consulting, has been instrumental in the firm since its inception, leveraging her 17 years of accounting experience, including a significant tenure in the nutrition sector. Her collaboration with Scott Steinford spans various successful ventures, emphasizing her integral role in the company’s financial and strategic initiatives.

An alumnus of Sam Houston State University, Pam holds degrees in both Business Administration and Accounting, as well as an MBA, adding academic heft to her practical industry insights. Beyond her professional prowess, Pam is passionate about family, enjoys live music, delves into quilting, and volunteers at her church, reflecting her well-rounded life.

Her multifaceted expertise and longstanding dedication make Pam a cornerstone of Trust Transparency Consulting’s operational strength and team unity.

Scott Steinford

Scott Steinford, a trailblazer in strategic leadership, boasts a certified M&A background, having navigated companies from their genesis to industry prominence. His brainchild, Trust Transparency Consulting, born in 2007, stands as a testament to his dedication to ethical business practices and strategic foresight, offering industry stakeholders invaluable guidance.

Beyond founding and steering companies, Scott has enriched the business landscape with his insightful keynotes and prolific written contributions, emphasizing his commitment to elevating industry standards. His executive tenure shines in roles as CEO or President of for-profits like ZMC-USA and Doctor’s Best, extending to significant contributions in non-profit sectors.

Notably, Scott’s influence is a driving force in the CoQ10 market, where his leadership has significantly bolstered the ingredient’s global presence. His roles in various capacities, including as a New Hope Ambassador, keep the community informed, providing in-depth industry reports and insights.

An active advocate within professional associations and an Editorial Advisor for leading industry publications, Scott’s expertise is both recognized and sought after. With academic roots in Pre-Law and a Master’s in Law, his journey transcends textbooks, embodying real-world business acumen and transformative leadership.

Scott Steinford merges visionary entrepreneurship with principled leadership, creating a legacy of innovation, growth, and unwavering commitment to industry excellence.