Health E-Insights: Why do manufacturers buy your branded ingredients?
Mr. Patel: Verdure’s branded ingredients portfolio is comprised of botanical-based extracts that are traceable to the farm level. In addition, our branded offerings, with the aid of cutting edge technologies, deliver molecular actives to target tissues promoting optimal health. Our branded ingredients provide clinical substantiation for healthy support in a variety of areas, including oral, brain, joint, cardiovascular, skin, immune and gut health.
Health E-Insights: Where will the most significant company growth occur in the next few years?
Mr. Patel: There are various areas we expect to see growth in the coming years. From a brand positioning and awareness standpoint, our flagship brands LongVida-optimized curcumin, and Pomella pomegranate extract are poised to excel in the category of brain/neuro, sports recovery and gut health. If you consider markets for future growth, we see a potential surge in demand in the Asian and Far East countries. We also expect continued growth by leveraging and applying our patented dose delivery technologies.
Health E-Insights: What is your company’s competitive advantage?
Mr. Patel: It begins with our ability to provide our customers a traceable chain of control starting at the farm, to the manufacturing level, and through to delivery at their dock. In our 18 years of business, Verdure Sciences has invested heavily in establishing key agricultural and manufacturing networks, coupled with leveraging our strong research network resulting in the innovation of proprietary ingredients and delivery forms that target critical areas of health. Our deliverables to customers begin with understanding their needs and meeting them with our unparalleled customer support.
Health E-Insights: As president/CEO, what keeps you up at night?
Mr. Patel: Verdure Sciences’ core business is based on its ability to source high quality botanicals, which are both traceable and sustainable. This means we’re dependent heavily on Mother Nature and, in light of our increasing demand, it is imperative that we’re able to source sufficient raw materials to keep up with growth. Of course, we do have contingencies in place. However, having a unique supply chain with enhanced traceability and quality initiatives does limit where we source our botanicals. All of this is in place while Verdure focuses on sustainable initiatives.
Health E-Insights: What is the biggest challenge facing industry business leaders today?
Mr. Patel: It is clear that the dietary supplement industry is under a lot of scrutiny from the regulatory bodies, resulting in negative press and thus impacting consumer confidence in our supplements. As company owners and key decision makers, it is our responsibility to strive for continuous improvement by ensuring that supplements have proven identity, are safe and meet label claims. Adulteration is a growing concern as a result of poor manufacturing controls, which can be reduced by establishing traceability programs at the ingredient, sourcing and manufacturing level, and further testing raw materials using validated testing methods at reputable laboratories. In addition to focusing on sound quality control practices and traceability, we must create supplements that deliver clinically efficacious doses of active compounds. This certainly requires a huge investment for conducting safety and clinical trials, however, the long-term success of our industry is largely dependent on these investments.
Health E-Insights: What one thing do you want to accomplish by the end of 2015?
Mr. Patel: Verdure Sciences, in collaboration with our network in the scientific community, would like to create an education platform as an initiative to help promote science-backed supplements in critical areas of health.
Health E-Insights: What motivates you?
Mr. Patel: Innovation, positive customer feedback and working with dedicated, motivated and enthusiastic co-workers while delivering efficacious ingredients with proven benefits.
Health E-Insights: What is your favorite weekend activity?
Mr. Patel: Since I’m quite busy with work, which includes a lot of travel, it’s nice to be able to spend quality time with my wife and kids over the weekend. My family enjoys outdoors activities, and nightly walks. And it’s always better if I can fit a round of golf into my schedule.
Sheldon Baker is well-known for creating nutraceutical brand marketing and public relations campaigns. He serves as vice president strategic engagement for the American Herbal Products Association. For Health E-Insights interview consideration, contact him at Sheldon@NutraInk.com. And follow him on Twitter @NutraInk.