Why now? Introducing the Collagen Stewardship Alliance

May 4, 2020

Collagen is the most abundant protein in our body. It’s everywhere. 

But as the science behind collagen consumption continues to gain traction, and consumer interest spikes, the need for quality assurance and transparency in the category has never been more important. 

Everyone is talking about collagen. But many remain confused at what it is and what it does. And even those who seem to be ‘in the know’ get confused by the different forms and sources.  

The collagen market has witnessed strong growth in recent years as the latest trend for nutricosmetics takes hold, and other applications in sports and healthy aging gain more data and become more important.  

According to Nutrition Business Journal, in 2020 consumers in the United States are expected to spend $293 million on collagen supplements, up from just $50 million in 2014. That’s 486% growth! 

Globally, as collagen makes its way into more foods and beverages, topicals, and even the operating room, the market is projected to reach $6.5 billion by 2025. 

However, with great growth comes great responsibility, and as with any area that sees rapid growth, there is potential for exploitation and for new players with inferior quality to exploit and undermine the category before it is established. 

Sustainable and responsible growth 

While collagen has been around as an ingredient for a very long time, its rapid growth and evolving status as a major category within the industry means that there is potential for it to become a bit of a Wild West. I’m sure we can all think of examples of where that has happened in a category. 

The mission of the Collagen Stewardship Alliance, led by Trust Transparency Center, is to work with multiple stakeholders across the collagen market to promote collagen worldwide and steward responsible, sustainable growth of the category. 

Our goal is to bring together responsible stakeholders who want to help drive the agenda and build a sustainable and quality-led category.  

We plan to do this by: 

  • Creating a central point of contact and ‘community hub’ for everything collagen 
  • Engage and educate consumers, media, and other stakeholders on collagen – providing a unified front and megaphone for good science and the best ingredients and products  
  • Encourage responsible and sustainable growth, ensuring responsible companies are celebrated and those who seek to exploit are not rewarded 

What’s the point? 

Think about some of the biggest ingredient categories in recent years – the ones that have really seen massive growth, that have captured the attention of the consumer and the B2B press. Maybe you’re thinking about omega-3? Perhaps probiotics? Maybe even prebiotics in recent years? 

What do these sorts of categories have in common? They all pull together under the banner of the category, the players within the space are organized, and stewarded by an association or other group.  

This makes sense, because by coming together, companies can build something greater than any individual could. Instead of fighting for market share of a relatively small pie, these players decided to work together to grow the overall pie – knowing that this would have an even bigger impact on their business objectives.  

Groups like GOED, IPA and GPA have shown what great work can be done in a single ingredient category. They demonstrate how unified approaches and centralized media strategies and outreach campaigns have a wider reach (and are more trusted by media and consumers) than multiple campaigns by any single company. They also show how it is possible to get rival companies to sit down together and discuss important issues relating to product quality standards and the attribution of science.  

These things can be done. We know they help.  

We know they can help amplify the growth of a category. We also know they can help ensure that growth is sustainable and responsible. 

Right now, collagen is seeing huge growth. The potential for further growth is massive. But that growth needs to be done responsibly and together. That is what the Collagen Stewardship Alliance is for. 

To find out more about joining our quest, please get in touch

Anthony Reyes
Author: Anthony Reyes

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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, 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.

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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.

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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.

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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.