Let Collaboration Fuel your Narrative

March 19, 2019

Trust Transparency Center is participating in New Hope Network’s Inside the Bottle program for the second year in a row for a reason.

The Inside the Bottle initiative unites companies from across the supplement supply chain to advocate for a transparent industry and empower consumers to take control of their health. The program’s objectives include:

  • Develop consistent, cohesive messaging
  • Support quality and transparency
  • Cultivate trust in supplements

We at Trust Transparency Center are proud to support this initiative because it celebrates what is best about this industry and creates a positive impression of the dietary supplement industry. During Expo West, I had the opportunity to participate in the Inside the Bottle education session and discuss cohesive and collaborative messaging throughout the supply chain. This was a dream because it brought my passion for this industry and expertise in communications together.

To tell a story effectively in our space, you must collaborate with your entire supply chain clearly and consistently. What that means is engaging in regular dialogue with partners, meeting, sharing information and taking a deep dive into how they operate and then using that information to shape your narrative. To help shape the Inside the Bottle narrative, the NEXT team ran a TURF analysis  (TURF is the acronym for “Total Unduplicated Reach and Frequency” which is a useful analysis for estimating which message(s) will resonate with the greatest number of stakeholders) to identify the combination of themes which maximized unduplicated reach and found that when messaging is focused on empowerment, convenience and proactivity, there is an 87% reach. That messaging cannot be succinctly and appropriately delivered without complete supply chain participation and engagement.

What does that really mean in our marketplace? Take a look at a ‘simplified’ supply chain below. Depending on what the business is, a company’s supply chain could be double, triple or quadruple what’s shown, but regardless of the size, there are many ways that messaging to become distorted and fundamental inconsistencies appear if there’s not collaboration and transparency.   

If you’re a brand, you need to trace your supply chain all the way back to the grower to shape your narrative—find out what their story is, their challenge, their solution, what makes their growing process special, etc. Talk to your contract manufacturer to understand what their sourcing practices and quality controls are and especially audit them yourself. We write about that a lot—take a look at this recent post Trust Transparency Managing Partner Scott Steinford.

Gaia’s Meet Your Herbs program does a good job of shaping their narrative using collaboration throughout their entire supply chain. Consumers can search by herb ID to find out country of origin, lot specific information, tracking and more.

Amazon Elements was one of the first to call out country of origin and enable QR code scanning to learn about ingredients, testing and manufacturing processes.

Natural Factors calls out their story on their homepage and discusses how they choose and grow their raw materials.

On the manufacturing side, Sabinsa is one to watch for regularly delivering transparency and collaborating throughout its supply chain. They were the recipient of New Hope Network’s Supply Chain Transparency Award for creating a vertically integrated system—beginning with its farmers in India—to control the quality of its turmeric, Coleus forskohlii, black pepper and other ingredients.

Brands and organizations that communicate clearly and cohesively are winning. The bottom line? Nourish your narrative and your organization will grow.


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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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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.