Trust Transparency Center’s 2019 Hot/Not List

January 8, 2019

It’s the new year and of course that means we need to take out our crystal ball and share our insights into what will be hot or not in 2019. Our list includes 17 hot/not items (though we thought about going for 19 in ’19—anything we missed that you think should be on this list?). Today, we’re just providing a brief overview of what we see coming; we’ll be doing a deep dive on these topics throughout the year and end the year with a reflection piece on how we did with our predictions.

So, without further ado…The TTC 2019 Hot/Not List:


Some highlights from the list:

You can’t walk 5 feet at an industry tradeshow these days without hearing people discussing transparency. Gone by the wayside are the days of proprietary hidden ingredients and non-disclosure. On that note, consumers are demanding this and want to know the when, where and what behind their products. Transparency is not going away.

Collagen is hot, hot, hot across food, beverage and supplements and that’s no surprise as it provides benefits consumers can feel and has the science to back it up. Also, on the “on fire list” are CBD-containing extracts, especially after the farm bill legislation at the end of the year. Companies that had been sitting on the category fence are now taking a closer look, with a few applying decades of botanical expertise to get it right. Beware of releasing products in this category with substandard ingredients or egregious and unsubstantiated claims.

The “flavor of the month” trend of a few years ago is fading due to the rise of ancient wisdom for new audiences. This includes ingredients with thousand-year histories, finally targeted to dovetail into current consumers and lifestyles. Americans (and really people across the globe) have never been more stressed and are seeking ways to naturally reduce that stress and boost their focus and brain power, but with all the bad press and lack of effectiveness, weight management supplements are seeing a decline.

On the technology side, blockchain is going to have a significant impact on how businesses run from supply chain to contracts, and that’s a good thing for our sector. Amazon entered the blockchain game late last year and we’ll be watching that closely as we do with all Amazon initiatives. Speaking of Amazon, they’re definitely hot on supplements right now with five in-house brands and a handful of others that are exclusively sold on Amazon (we actually have an article about this that will appear in the February issue of WholeFoods Magazine and will be producing regular content for them on this topic).

Brands like Ritual are using novel customer compliance strategies and making supplements “fun”—very refreshing compared to the old days of unsolicited reorders that are near impossible to get out of.

The sun may be setting on probiotics, even as it’s shining brightly on the microbiome, prebiotics and synbiotics.

What does all this mean? Well, these are trends we believe you should watch. Some may be obvious and intuitive, others less so. They may be categories you want to enter or avoid and industry influences that can impact how you do your business. As we take a deep dive into these topics, we’ll certainly include an analysis of how it could impact you. Any requests for what we tackle first?

And again, if you have further predictions, we’d love to finalize our list as the top 19 trends in ’19 so feel free to send thoughts our way at


Len, Scott & Traci

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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.