SupplySide West 2017

Behind the scenes with personalized nutrition company Care/Of

By Adi Menayang contact

- Last updated on GMT

Interest in personalized nutrition has been climbing steadily since the summer of 2015, according to search queries for the term analyzed by Google Trends, and personalized nutrition brands will have increasing presence at industry trade shows like SupplySide West.

It’s nothing compared to the booming interest on the subject in the mid-2000s​, one of the earliest instances when the phrase was thrown around in a consumer product context.

Since then, more players have come into the field, bringing less lofty concepts and more straightforward consumer experiences.

One such company is Care/Of​, which grabbed the attention of mainstream media as well as investors, securing $12 million in Series A this summer, TechCrunch reported​.

But will a shift in how supplements are retailed to end consumers affect the manufacturer-supplier-customer process?

At this year’s SupplySide West 2017 expo in Las Vegas, we caught up with the company’s VP of Innovation and R&D, Bob Kalill, as well as supply leader Sheila Pinkney. Both are veterans in the industry and have first-hand experience of how it has changed in some aspects, or remained the same in others.

They gave us a glimpse of a day in their shoes at big industry shows like SupplySide West, as well as what they think is the future of the personalized nutrition space.

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