Increased transparency is great for every supplement industry stakeholder, right? Ask any key leader within the supplement industry and they will mention that there’s a clear connection between increased transparency and consumer trust. As more consumers add supplements into their daily routine, it’s imperative every player within the value-chain embrace a greater level of transparency to ensure that only high-quality supplements enter the market in order to reduce risk to consumers. While transparency is an evolutionary standard, the brand side of the supplement industry has mostly obliged with this consumer demand for more information. That being said, supplement brands will start demanding more from the supplyside (ie. ingredient suppliers, flavor companies, and contract manufacturers) that eventually turns transparency into full blown traceability. Without a doubt, the supplyside will respond and eventually provide “full traceability”, but what happens next might catch them those supplyside companies off guard!