Challenging ourselves to bring new and original ways of thinking

Our Mission

Trust Transparency Center drives enterprise value through organizational culture improvement. Trust Transparency Center transforms organizations from surviving to thriving utilizing proven strategies surrounding trust and transparency.

Our Team

A recognized industry analyst and thought leader, Len Monheit has over 20 years experience in the natural products and dietary supplement industry, with over 15 years background in digital media. Monheit has participated in dozens of speaking engagements across four continents, talking about best business practices, industry trends across the health and wellness industries, and success factors for international business development.

With a background in Biopharma and biotechnology, and as General Manager of a contract research and analytical lab, Monheit, in 1999, co-founded NPIcenter, which grew over the subsequent 8 years, to be the largest online media enterprise in the North American Natural Products industry. Selling that to Penton Media’s New Hope Natural Media in 2006, Monheit joined Penton/New Hope as digital media director, ingredient portfolio manager, market leader and ultimately Executive Director of Strategic Business Development.

Taking on the role of General Manager, US, with UK-based William Reed Business Media, Monheit, over three years, introduced two new annual conferences to the US (Food Vision and Probiota) and was responsible for a tradeshow launch (The Healthy & Natural Show) in Chicago in May of 2016. Monheit had responsibility for all of William Reed’s activities in the Americas, including FoodNavigator-USA, NutraIngredients-USA, as well as Pharma and Cosmetics publications, in addition to international partnerships and growth projects.


Traci has more than 16 years of public relations and marketing experience, specializing in the nutraceutical and consumer packaged goods industries. Traci focuses on developing strategic traditional and non-traditional media relations programs that directly impact her clients’ business objectives. Traci has provided senior counsel for consumer brands like Nature Made, Nutrex Hawaii, Wellesse, Zarbee’s, OLAY Vitamins, PUREbar, SOYJOY, Jacuzzi, MillerCoors and Next Pharmaceuticals. She’s also led broad reaching social media initiatives that directly improved consumer engagement. Specific expertise includes media relations, strategic planning, and leveraging social media and influencer partnerships.

With only a four week lead time, Traci led the effort to launch OLAY Vitamins at an on-time and under-budget New York media event that Procter & Gamble named one of their top five press events. She has driven top tier national media coverage in outlets like Good Morning America, E! News, Shape, Self, Prevention, Real Simple, Family Circle, Clean Eating, Better Nutrition, the New York Times and many others.

Traci is adept and building relationships with bloggers and influencers to create social media campaigns that build buzz and awareness in a natural, organic way and creating compelling, creative news hooks to maximize PR success and position companies and brands as media resources. She has extensive experience managing experts and celebrity spokespeople.

Traci earned her Bachelor of Science degree from California State University, Northridge. She is a fitness enthusiast and is a Certified Health Coach, Certified Personal Trainer and Group Fitness Instructor. She lives in Wheaton, Ill. with her husband, two children and two dogs and is an active community volunteer.


Carla Ooyen is an independent market research consultant focusing on the natural products industry, including natural and organic food and personal care, supplements, functional food, and pet products. She has also conducted research in the nascent cannabis and hemp industries. Prior to founding Ooyen Research, LLC in 2014, Carla spent six years honing her market research skills with Nutrition Business Journal and New Hope Natural Media. Carla has worked with suppliers, manufacturers, retailers, investors, and everyone else involved in the value chain to determine market potential and future strategy based on quantitative and qualitative inputs.

Carla holds an MBA from the University of Colorado’s Leeds School of Business. Before becoming a market researcher, she still analyzed data and trends as an architectural engineer.

Scott Steinford is a certified M&A expert with proven executive-level success. From starting companies to facilitating their acquisition, Steinford has an extensive and award-winning track record encompassing the pharmaceutical and nutrition industries.

Trust Transparency Center was founded in 2007 and has been the cornerstone for industry coaching and strategic counseling. Steinford has given keynote addresses and written or contributed to dozens of articles, firmly establishing his commitment to both organization and industry leadership.

Steinford has held CEO or President roles in for-profit organizations such as ZMC-USA and Doctor’s Best as well as Executive Director and President roles in not for profit organizations. He has been an active supporter of United Natural Products Association and serves as an Editorial Advisor to Nutrition Business Journal and Nutraceutical World.

Steinford is known for his role with the ingredient CoQ10. He has passionately contributed to the 15 year 20% CAGR of CoQ10 (39Mt global market in 2000 to over 700Mts in 2015). Steinford remains an authority on the CoQ10 ingredient market through leadership positions in ingredient supply, retail brand and trade association levels.

Steinford is a New Hope Ambassador, providing NBJ reports and data for a comprehensive and targeted industry view at your location.

Steinford has a Pre-Law from the University of Texas at Arlington and a Master’s of Science Degree in Law from Champlain College.



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