Paul Dijkstra joined InterHealth Nutraceuticals in September 2005 as executive vice president and was promoted to CEO in January 2007. Paul leads both the domestic and international sales and marketing teams and is charged with the responsibility of corporate planning and development along with the management of day-to-day operations of the company. A veteran in the healthcare industry, his talents and wealth of experience are valuable assets to InterHealth. Paul received his MBA from the University of Groningen in the Netherlands. He is an avid walker, plays tennis and golf regularly and lives on Russian Hill in San Francisco. In the winter, he enjoys skiing with his kids and friends.
Health E-Insights: What is your company’s competitive advantage?
Mr. Dijkstra: Through our IP and well-designed research studies, InterHealth’s customers benefit from patent protection, unique claims, vast efficacy and a strong safety profile. Even in these tough economic times, InterHealth never loses sight of these factors. InterHealth’s brands add value to products in every market category. While consumers may be cutting back or re-evaluating the products they buy, they are also willing to pay more for quality. In today’s economic environment, offering a higher-value product at the right price point is critical for success. We also continue to invest in our products, therefore adding new research on a continuous basis.
Health E-Insights: CitriMax appears to still be going strong after all these years?
Mr. Dijkstra: Super CitriMax is present in many leading weight management dietary supplement and food and beverage products worldwide, representing a fair share within each of those markets. The number of products containing Super CitriMax, in particular functional beverages, continues to increase in the U.S. as well as overseas. Super CitriMax is known among manufacturers and retailers alike for the extensive, peer-reviewed scientific research that substantiates the safety and efficacy of the ingredient. In addition, unique product features, strong intellectual property protection and proprietary product claims provide InterHealth’s customers with a unique opportunity to formulate great tasting functional products and highly efficacious dietary supplements. Proprietary product claims are key for manufacturers to develop unique product positioning and help differentiate their products on the shelves and in the market. Also, the strong brand recognition and continuous research has created trust and customer acceptance.
Health E-Insights: CitriMax launched the industry brand development movement in the early 1990s. Do you feel ingredient branding is still important?
Mr. Dijkstra: Branding remains a key strategy for us. It helps to differentiate our products in a crowded environment. InterHealth’s key brands are backed by strong clinical research that support unique and value-added product claims. Lack of science in a tough market like this can be detrimental, especially in an environment of rising regulation. I’ve seen many brands introduced into the market without the adequate efficacy or safety data necessary to support long-term success. When a manufacturer uses one of our branded ingredients in their products they can rest assured that we have the safety and efficacy research, product claim substantiation, intellectual property protection, quality control and documentation needed to support their product. They can also leverage the brand that has achieved strong recognition toward a large consumer base.
Health E-Insights: As the CEO of the company how accessible are you to your customers?
Mr. Dijkstra: I am very accessible and welcome customer calls and meetings any time. I believe most customers like to have access to the CEO and my continuing communication with our customers provides me as well as InterHealth with an ongoing understanding of our customers’ needs and interests. I use this information to assure that the company’s future activities are aligned with key customers. I have several key accounts that I keep in contact with and I travel extensively to further strengthen relationships with our overseas partners.
Health E-Insights: Do you have a favorite cocktail?
Mr. Dijkstra: Negroni. The bitters are excellent for your liver; the gin is bad for you. So they balance each other out.