Musings from Vitafoods Europe 2018

May 29, 2018

I’m pretty sure that’s 14 or perhaps even 15 Vitafoods Europe in the books for me. In those attendances over 18 years, the world has become noticeably different, as have the marketplaces we serve. Years ago, nutrigenomics was simply a potentially viable theory, botanicals and sports products defined much of prospective market growth, and when thinking about ‘transparency’, along the supply chain let alone amongst the overall relationships between companies involved, was just not in the cards in such an opaque environment where secrecy was often the greatest ally.

Heading into Vitafoods, I was prepared to spend a lot of time digging into current perceptions on the state of supply chain transparency, where we’ve progressed, where we’ve not, and what’s in store. I was also ready for support and challenges on the single ingredient trade association concept, especially within the categories of Vitamin K2, Curcumin and Prebiotics.

Onto my musings….

Hemp and cannabis has truly entered the conversation, with show floor dialogue occurring each day at Vitafoods. While not pervasive like CBD was at Expo West, the dialogue about its agricultural and commercial opportunities, the health benefits, along with global supply chain considerations got people’s attention. And since some of the most recent compelling industry science involves the potential of CBD and related compounds, expect this activity to continue.

At some point over the years, the conversation about Nutrigenomics evolved into personalized nutrition. Is the microbiome where the proverbial rubber hits the road. Numerous companies are betting this way. Whether the economics or practicalities support broad impact n=1 personalized products, it’s increasingly evident that one size fits all doesn’t work well any more.

Sports supplements continue to remain, well – ‘active’. Active nutrition increasingly is a catchall that covers some of the more traditional performance nutrition themes yet broadens the prospective audience to include young and older alike. In fact, anyone seeking to outperform their peers can fall into this group, and performance also includes focus and acuity which are increasingly tied to performance.

Over a dozen years ago, industry first heard the term ‘beauty from within’ and many an investment and JV went down the rabbit hole, including New Hope’s efforts to try to put together workshops and conferences both in North America and Asia. Many thought there was  a decent premise, Nutrition Business Journal quantified the opportunity in the first ever Nutribeauty report many years ago, but the science, market and economics never aligned. With a much more thorough understanding of cellular dynamics and chemistry, the concept of ‘nutribeauty’ finally seems just about there.

Over the past few years, where one once saw the glorious hyped introduction of new ingredient after now ingredient, there has been a steady short towards the more ‘inglorious’ evolution of ingredient delivery forms and technologies. While this truly challenges the market, it is the outcome of better systems analysis, better understanding of mechanisms of action and metabolic fate of ingredients. Combine this with technologies, some migrating from the pharma realm, that enhance or optimize stability, and we see a subtle and solid shift occurring. This new science combining with the science and herbal knowledge of decades will provide new opportunities in the years to come.

One of the categories we’ve been watching for some time involves prebiotics. We’ve seen the continued growth of probiotics, even in Europe which even lacks a convenient regulatory category. In the space around probiotics, yet following a frequently divergent path, an enhanced understanding of the microbiome and benefits of microbial diversity is consistently leading to a highlighting of the potential of prebiotics. The Vitafoods show floor featured several newly introduced or approved prebiotics, including those based on human milk oligosaccharides (HMOs).

So, what’s this thing about transparency?

I was struck by the fact that there’s a naïve movement that seems to be indicating that ‘all is well, since we’re now forced to be transparent. First of all, all is NOT well, and while there are drivers towards enhanced transparency, we have a long way to go and were some common industry practices and behaviors to come to light, it would lead to decidedly unpleasant, negative outcomes. Focusing on the positive—relationships are changing, transparent behavior is being rewarded, new technologies like blockchain appear to have merit in driving and supporting transparent and secure processes… and perhaps best of all, enough folks are getting frustrated and agitated at the status quo. Yet why do we still see the amount of adulteration we do?

Maybe this emerging generation of consumers is the one that forces total transparency and eliminates adulteration? maybe it’s the new business owners entering the market as acquisitions continue to change the makeup of the industry? Maybe it’s the next technology that makes it absolutely impossible to cheat? And maybe it’s simply the next expose?

Next stop Miami for Probiota Americas…


Anthony Reyes
Author: Anthony Reyes

Unlock the Power of Transparency: Schedule a Meeting Now

Ready to Illuminate Your Path?
Partner with Trust Transparency Today.

Get inTouch

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.

Conference Handouts

Conference Handouts

CoQ10 Statin Associated Myaglia Meta Study Barry Tan 0618 Case Study

CoQ10 Statin Associated Myaglia Meta Study Barry Tan 0618 (1)

Statin Q10 Effect Case Study

Statin Q10 Effect Case Study

Schedule Consultation with Trust Transparency

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.