Sheldon Baker04.08.11
Anthony Almada began his career in the natural products industry in 1975. He has a BSc in Physiology and an MSc in Nutritional/Exercise Biochemistry. In 1992 he co-founded EAS, which pioneered creatine monohydrate and evidence-based sports nutrition. He has collaborated on more than 95 nutrition intervention clinical trials, and conceived/introduced the “thermogenic” category of dietary supplements. He is CEO of GENr8, Inc., an evidence-based performance nutrition company, and Fein Innovations, LLC, innovators and marketers of caffeine-centric food products. He is also the president and CSO of IMAGINutrition, Inc., a nutritional technology consulting and innovation company.
Health E-Insights: If you could change one thing about the supplement business, what would it be?
Mr. Almada: I would transplant the religious zealot-like superiority that brand champions and execs/employees have for their brand and products (which invariably LACK an evidence base) with a biomedical research zealot-like quest for evidence and knowledge, for the aim of CREATING an evidence base for a brand and its products
Health E-Insights: What new competition might the supplement industry face five years from now?
Mr. Almada: Ahhh…I get to prognosticate. I foresee two competitive vectors emerging. Medical foods will mount a real competitive threat, providing food form delivery vehicles of disease- and condition-modifying natural bioactives. Accordingly, the regulations, and their enforcement for medical foods, will be more thoroughly articulated. Secondly, active pharmaceutical ingredient + dietary ingredient and natural bioactive compositions—real nutraceuticals will present as the ultimate emblem of consumer confidence, bearing a strong natural twist. It is likely such compositions would be innovated and marketed by pharma companies but it is very conceivable that dietary ingredient companies based in India and China could deftly pursue this class of goods.
Health E-Insights: Where do great ideas come from in your organization?
Mr. Almada: Not necessarily in this order: 1-Observing and talking with my friends, science colleagues and secret agents about the natural products industry; 2-Reading and watching basic and clinical research, both in progress and completed; 3-reading and watching patent applications, especially those outside U.S. And last but not least, putting an idea to the test in a clinical trial and interpreting the results and praying for results that are very positive.
Health E-Insights: Name one thing about yourself that most people don't know.
Mr. Almada: All of my grandparents were born and raised in Mexico, and Spanish was my first language. I’m not Italian, yet I love Italians, Italy, and Italian food and goods.
Health E-Insights: How do you keep in shape? Do you practice what you preach?
Mr. Almada: I do resistance training 4-5 times a week, about 20-30 minute sessions, and surfing as much as possible. I eat fresh, organic, low fat, medium-high fiber, higher carb, higher protein every day, and allow dietary transgressions as the desires arise. I continue to practice with zeal but I am far less preachy than I used to be. I have learned to allow others to do or eat (or not do or eat) whatever they want to and not raise my eyebrows or evangelize to them.
Health E-Insights: If you were a Star Trek character, who would it be?
Mr. Almada: I have never watched an entire episode, of any of the Star Trek series. But I do recall being enchanted by Dr. Spock’s intelligence and Vulcan hand sign.
Health E-Insights: What makes you laugh?
Mr. Almada: Watching my surfing buddies get worked by waves and seeing their bodies get thrown around like rag dolls. My daughter playing drama queen and stage diva. Reruns of Seinfeld (still). Will Ferrell movies. Nutrition and fitness product infomercials.
For more information and interview consideration, contact Sheldon Baker at sbaker@bakerdillon.com or visit his website at www.bakerdillon.com. And check out his blog at www.NutraInk.com.
Health E-Insights: If you could change one thing about the supplement business, what would it be?
Mr. Almada: I would transplant the religious zealot-like superiority that brand champions and execs/employees have for their brand and products (which invariably LACK an evidence base) with a biomedical research zealot-like quest for evidence and knowledge, for the aim of CREATING an evidence base for a brand and its products
Health E-Insights: What new competition might the supplement industry face five years from now?
Mr. Almada: Ahhh…I get to prognosticate. I foresee two competitive vectors emerging. Medical foods will mount a real competitive threat, providing food form delivery vehicles of disease- and condition-modifying natural bioactives. Accordingly, the regulations, and their enforcement for medical foods, will be more thoroughly articulated. Secondly, active pharmaceutical ingredient + dietary ingredient and natural bioactive compositions—real nutraceuticals will present as the ultimate emblem of consumer confidence, bearing a strong natural twist. It is likely such compositions would be innovated and marketed by pharma companies but it is very conceivable that dietary ingredient companies based in India and China could deftly pursue this class of goods.
Health E-Insights: Where do great ideas come from in your organization?
Mr. Almada: Not necessarily in this order: 1-Observing and talking with my friends, science colleagues and secret agents about the natural products industry; 2-Reading and watching basic and clinical research, both in progress and completed; 3-reading and watching patent applications, especially those outside U.S. And last but not least, putting an idea to the test in a clinical trial and interpreting the results and praying for results that are very positive.
Health E-Insights: Name one thing about yourself that most people don't know.
Mr. Almada: All of my grandparents were born and raised in Mexico, and Spanish was my first language. I’m not Italian, yet I love Italians, Italy, and Italian food and goods.
Health E-Insights: How do you keep in shape? Do you practice what you preach?
Mr. Almada: I do resistance training 4-5 times a week, about 20-30 minute sessions, and surfing as much as possible. I eat fresh, organic, low fat, medium-high fiber, higher carb, higher protein every day, and allow dietary transgressions as the desires arise. I continue to practice with zeal but I am far less preachy than I used to be. I have learned to allow others to do or eat (or not do or eat) whatever they want to and not raise my eyebrows or evangelize to them.
Health E-Insights: If you were a Star Trek character, who would it be?
Mr. Almada: I have never watched an entire episode, of any of the Star Trek series. But I do recall being enchanted by Dr. Spock’s intelligence and Vulcan hand sign.
Health E-Insights: What makes you laugh?
Mr. Almada: Watching my surfing buddies get worked by waves and seeing their bodies get thrown around like rag dolls. My daughter playing drama queen and stage diva. Reruns of Seinfeld (still). Will Ferrell movies. Nutrition and fitness product infomercials.
For more information and interview consideration, contact Sheldon Baker at sbaker@bakerdillon.com or visit his website at www.bakerdillon.com. And check out his blog at www.NutraInk.com.
