The power of partnerships: Supply to shelf

The power of partnerships: Supply to shelf [article]

The relationship between ingredient supplier and brand is more important today than ever. Savvy consumers demand greater transparency, and technology provides the means to sleuth it out. This is especially true in the supplement department, where brands fight to win back consumer confidence eroded by bad actors and misleading headlines. “What it really comes down to is trust,” says Shaheen Majeed, president worldwide, Sabinsa. Trust between supplier and brand leads to extraordinary products that grow confidence—and loyalty—between brand and consumer. Here’s a look at two leading Sabinsa ingredients and brand partners who formulate with them that do exactly that.