The PricePlow Podcast

On Episode #156 of the PricePlow Podcast, Mike and Ben welcome Marc Curcio and Laura Valley to discuss the founding of Basic Supplements and its mission to provide high-quality, simplified nutritional products.

In today’s fast-paced supplement industry, consumers are often bombarded with complex products boasting long lists of ingredients and lofty promises. But what if the key to better health and performance lies in simplicity? Recorded in Buffalo, New York at the manufacturing facility (Nutrablend Foods) we dive into this concept with Marc and Laura.

This is a brand born out of a desire to return to the fundamentals of nutrition. With a combined experience of over two decades in the industry, they recognized a gap in the market for high-quality, essential supplements that don’t break the bank. Their mission is clear: provide “affordable excellence” by focusing on core ingredients that deliver results without unnecessary complexity.

Throughout the episode, we explore how Basic Supplements is redefining consumer expectations by prioritizing transparency, simplicity, and education. From partnering with top-tier ingredient suppliers like Glanbia Nutritionals to crafting straightforward product labels, Marc and Laura emphasize the importance of building trust with both retailers and consumers. They also discuss their innovative flavor offerings and commitment to making supplementation accessible to everyone.

Whether you’re a seasoned industry insider or new to the world of supplements, this conversation offers valuable insights into the evolving landscape of sports nutrition. Join us as we uncover how Basic Supplements is challenging industry norms and making a case for getting back to basics. You can watch on YouTube below or any podcast feed of your choice.

https://blog.priceplow.com/podcast/basic-supplements-156

Video: Learn about the Vitamin A Toxicity Epidemic with Dr. Garrett Smith

https://www.youtube.com/watch?v=HwvMw2Rh3Hs

Detailed Show Notes: Introducing Basic Supplements

Where to Follow Basic Supps

Thank you to Laura and Marc for inviting us to New York, and a major thank you to Nutrablend Foods for hosting us and showing us an incredible tour!

Live from the Kyowa Hakko USA booth at Supply Side West 2024 in Las Vegas, Mike and Ben sit down for a functional beverage roundtable featuring Lou Ferrer (MacroCap Labs) and Darin Decker (Applied Nutrition USA).

MacroCap Labs is a dietary supplement manufacturer that has aggressively moved into the canned beverage industry — they’re the ones responsible for canning the wonderful XPO NRG drinks that were on display at the expo. Applied Nutrition needs no introduction in this space, but Darin joined us just before the exclusive AN Performance launch at The Vitamin Shoppe.

This is a follow-up to the previous Kyowa discussion at SupplySide West 2023, #118: Ghost, Glaxon, & Cellucor on Branded Ingredients: Kyowa Panel at SSW 2023.

The conversation highlights the shift in consumer preferences towards products with research-backed benefits, citing the decline in alcohol sales and the trend of more conscious consumption decisions. The panelists emphasize the role of education and access to information in driving this change, with Darin sharing the impact of resources like Ben’s content in educating the market.

The discussion then explores the challenges and trends in beverage manufacturing, with Lou providing insights on the need for simplicity and consistency in formulations. The panel also delves into the strategies for market penetration, with Darin emphasizing the significance of distribution, influencer marketing, and providing acute sensations and benefits to consumers.

Quality control and ingredient stability emerge as crucial factors, as the panelists underscore the importance of ensuring a consistent experience to build long-term consumer loyalty.

https://blog.priceplow.com/podcast/kyowa-hakko-beverage-panel-ssw-2024

Video: Lou Ferrer and Darin Decker Dig Into Functional Beverages

https://www.youtube.com/watch?v=3HY9F5H2lts

Where to Follow Darin and Lou

Thanks to Kyowa Hakko USA for hosting, and to Lou and Darin for joining us in our second annual get-together! You can listen to our conversation from 2023.

Subscribe to the PricePlow Podcast on any platform, and leave us a great review on iTunes and Spotify!

For Episode #154 of the PricePlow Podcast, Mike and Ben sit down with Sandy Almendarez, the Vice President of Content at Informa Markets, to discuss SupplySide West 2024 live from the event. Sandy provides an introduction to her role and responsibilities, overseeing the educational programming and content for the large trade show.

We reached out to the Informa Markets team to talk about the recent rebranding announcement, which brought the following changes:

SupplySide West is one of the biggest events for the industry each year, and the group discussion covers Informa’s reinvention and rebranding. 2024’s event was a massive success, and Sandy gives us the full scoop on what made this year even better than every year before.

A key focus of the discussion centers around the educational content and industry trends covered at SupplySide. Sandy highlights topics like mushrooms, magnesium, and the blurring of lines between supplements, foods, and beverages as being prominent areas of interest. She emphasizes Informa’s commitment to identifying emerging industry trends and helping brands navigate the evolving landscape.

Mike and Ben praise the value of the educational sessions and the insights shared by industry veterans at the event — this is definitely our favorite tradeshow of the year.

We also get to hear why SupplySide West 2024 was held on Halloween, which caused a lot of people with families to leave the show early.

https://blog.priceplow.com/podcast/supplyside-global-informa-markets-sandy-almendarez-154

Video: Sandy Almendarez Explains SupplySide’s Rebrand… and Halloween

https://www.youtube.com/watch?v=WYVTe1KNVws

Thanks for joining us on the podcast, Sandy!

Subscribe to the PricePlow Podcast on any platform, and leave us a great review on iTunes and Spotify!

In Episode 153 of the PricePlow Podcast, we’re joined by Danielle Citrolo, Vice President of Scientific and Regulatory Affairs at Kyowa Hakko USA, to discuss exciting new research on Cognizin Citicoline.

Cognizin, an industry-leading nootropic ingredient known for its benefits in brain health, has long been praised for its ability to support focus, memory, and attention. In this episode, Danielle dives deep into the latest findings, highlighting the cutting-edge science behind how Cognizin impacts gene expression at the cellular level, offering fresh insights into how it supports cognitive function.

Analyzing Cognizin Citicoline at the Genetic Level

Danielle explains how recent studies using a sophisticated triculture model of brain cells revealed new mechanisms of action for citicoline. By examining gene expression and neuronal activity, researchers were able to uncover how Cognizin affects brain structure and function, from enhancing neuronal communication to promoting healthy cholesterol synthesis in the brain. These discoveries take the understanding of Cognizin’s benefits to the next level, offering a deeper look at how this powerful nootropic works beyond just boosting focus and attention.

Throughout the episode, Danielle also touches on the broader implications of this research, particularly in the areas of mitochondrial health and neuroprotection. With ongoing studies into its potential benefits for women’s cognitive health, sleep quality, and mood regulation, Cognizin continues to lead the way in the nootropic industry. Whether you’re a biohacker, a health enthusiast, or simply curious about the latest advancements in brain health, this episode is packed with exciting discoveries.

https://blog.priceplow.com/podcast/danielle-citrolo-cognizin-genetic-research-153

Video: Daneille Citrolo of Kyowa Hakko Talks Cognizin Gene Research

https://www.youtube.com/watch?v=g53Mb2PpEf8

Where to Find Danielle and Kyowa Hakko USA

Thanks for joining us, Daneille! Please subscribe to the PricePlow Podcast on any platform and leave us reviews!

In Episode #152 of the PricePlow Podcast, Mike and Ben are joined by Shawn Wells, Chief Science Officer, and Dustin Elliott, the new Chief Brand Officer at NNB Nutrition, to explore the innovative world of nutraceuticals and the exciting future of the company. Shawn, a returning guest, shares his insights on NNB’s cutting-edge ingredient development, while Dustin discusses his new role and the brand-building strategies he’s implementing to drive demand for their premium ingredients in the U.S. market.

The episode dives deep into NNB’s latest innovations, including the highly anticipated ingredient, Dileucine (DL-185), which is poised to make a significant impact in the world of muscle protein synthesis. The conversation also covers the potential of dihydroberberine (GlucoVantage) as a powerful GLP-1 agonist, providing an accessible alternative to popular pharmaceuticals for blood sugar control and appetite suppression.

Listeners will also get an inside look at NNB’s product development process, including the science behind their hydration formula, ElectroPrime, and the fermentation-based innovation, SalidroPure, which offers a sustainable and potent alternative to traditional Rhodiola extract. The guys also talk about NNB’s involvement in the big XPO NRG collaborative promotional energy drink made for SupplySide West.

The episode then takes a pretty wild twist at the end, with Shawn explaining his psychedelic experiences and how he uses dietary supplements to replete his neurotransmitters.

Packed with fascinating insights from two industry leaders, this episode is a must-listen for anyone interested in the cutting-edge science behind functional ingredients and the growing influence of the nutraceutical industry.

https://blog.priceplow.com/podcast/shawn-wells-dustin-elliott-nnb-nutrition-152

Video: Shawn Wells and Dustin Elliott on NNB Nutrition’s Growth and Future

https://www.youtube.com/watch?v=2bRAYNXNFnk

Detailed Show Notes: Shawn and Dustin Talk GLP-1, MPS, Collab Energy, and… Pyschadelic Supplement Stacks?!

This episode was filmed at Nutramedia’s headquarters in Houston, TX.

Where to Find Dustin, Shawn, and NNB Nutrition

Read more on the PricePlow Blog

In Episode 151 of the PricePlow Podcast, Mike and Ben sit down with Bill Russell, CEO of Magnum Nutraceuticals, for an insightful discussion on building a premium supplement brand in an increasingly crowded market. Bill, who acquired Magnum Nutraceuticals two years ago, shares his unique journey from a customer of the brand to its leader. With a background in bodybuilding, health, and private equity, Bill was perfectly positioned to take Magnum to new heights, both in Canada and beyond. This episode delves into how Bill has strategically transformed Magnum, positioning it as a global player in the supplement industry while maintaining its commitment to high-quality, science-backed products.

Bill starts by discussing the significant changes he made upon acquiring the company, including some key logistics improvements. As the conversation progresses, Bill dives into the science behind Magnum’s product development, specifically their flagship Quattro protein and its standout digestibility. Mike drinks a Vanilla Cherry Whip flavored Limitless X16 pre-workout throughout, which makes for some fun conversation as well.

From co-manufacturing processes to international expansion, Bill discusses the complexities of scaling a premium brand while ensuring consistent product quality. He shares his strategic vision for Magnum’s global reach, highlighting how the brand has tapped into various international markets with customized product offerings tailored to regional preferences.

Bill ensures that Magnum is committed to long-term growth driven by science and premium formulations. Tune in to hear Bill’s actionable insights on brand building, product development, and scaling success in the highly competitive supplement industry.

https://blog.priceplow.com/podcast/bill-russell-magnum-nutraceuticals-151

Video: Magnum Goes Global with Bill Russell at the Helm

https://www.youtube.com/watch?v=Hcg0hXiZjVQ

Where to Follow Magnum Nutraceuticals

Thank you very much to Bill for getting us up to speed on Magnum and teaching us a thing or two about the international game. We look forward to trying the new products coming out!

Dr. Garrett Smith, known as the Nutrition Detective, joins the PricePlow Podcast to discuss his journey into the world of vitamin A toxicity and its connection to numerous health issues. This is an impactful episode, as we’re learning how damaging this fat-soluble class of molecules is — especially when consumed in excess over time — and how difficult it is to remove from the body.

Dr. Smith is having tremendous success in supporting those who begin restricting and detoxifying vitamin A, relieving numerous health maladies from basic joint pain and skin conditions to reversing kidney, liver, and thyroid diseases. Followers of his program are also having great success in areas of fertility.

Dr. Smith also shares his views on vitamin D supplementation and its potential negative effects, which is how Mike started to follow him in the first place, having noticed that vitamin D3 (cholecalciferol) supplements were contributing to his joint pain. At the end of the episode, Mike explains that he’s been restricting vitamin A and D since January 2023, with incredible success.

Vitamin A: An extremely toxic family of molecules in excess

The conversation explores the pathway of vitamin A in the body, from its sources in plants to its conversion into retinaldehyde, retinol, and retinoic acids, and the toxicity of all of these molecules. Dr. Smith also explains the liver’s role in filtering toxins and producing bile, as well as the importance of bile in detoxification.

Sadly, there’s no commercially-available lab test to determine vitamin A toxicity, since retinol is kept in a tight homeostatic range in the blood and the rest is kept in the liver, but the men discuss ways to determine that you may be having some subclinical issues without getting a dangerous liver biopsy.

Introducing Toxic Bile Theory

The concept of toxic bile theory is introduced, which is a new paradigm/framework on health and disease that explains how countless diseases are caused when toxic bile damages the liver and leaks into the bloodstream.

Low Vitamin A Diet

The low vitamin A diet includes avoiding organ meats, pork, dairy, eggs, and high vitamin A plant foods. Animal protein sources like red meat and poultry are preferred. The diet also includes white or light-colored plant foods, cooked beans, whole grains like oats and barley, and select fruits like bananas, apples, green grapes, and pears.

In the final part of the conversation, Mike and Dr. Garrett Smith discuss their personal experiences and perspectives on nutrition and supplementation. They touch on finding balance, the role of minerals in the body, and the benefits of removing toxins from the body rather than adding more supplements.

Dr. Smith also shares information about his Love Your Liver Program and the testing and consultation services he offers, and he sells an incredible mineral supplement called Keystone Minerals that Mike gives to his family, as well as a very popular topical magnesium lotion.

https://blog.priceplow.com/podcast/dr-garrett-smith-vitamin-a-toxicity-150

Video: Learn about the Vitamin A Toxicity Epidemic with Dr. Garrett Smith

https://www.youtube.com/watch?v=RuKRr-ZjOsk

&…

Read more on the PricePlow Blog

Welcome to Episode #149 of the PricePlow Podcast! In this special episode, Mike and Ben take you on a journey to Salt Lake City, where they visited the cutting-edge facilities of Sensapure Flavors. After spending 36 immersive hours learning the intricacies of flavor science, they sit down with two industry experts: Scott Zimmerman, a seasoned flavor chemist with nearly 40 years of experience, and Derek Greer, an expert in food technology who leads Sensapure’s application labs.

In this enlightening conversation, you’ll discover the art and science behind flavor formulation, especially within dietary supplements and functional foods. The team delves deep into how flavors are crafted to work around challenging base ingredients, the complexities of masking bitterness, and the innovative processes involved in creating both traditional and “fantasy” flavors.

Whether it’s the technicalities of reverse-engineering popular tastes, the importance of acids and sweeteners, or the future trends in flavoring, this episode is packed with insights that will change the way you think about the flavors you enjoy every day.

Don’t miss this one — listen as we explore how Sensapure Flavors balances creativity, science, and market demands to produce flavors that not only taste amazing but also enhance the overall consumer experience. If you’ve ever wondered what goes into making your favorite supplement taste just right, this episode is a must-listen!

https://blog.priceplow.com/podcast/scott-zimmerman-derek-greer-sensapure-flavors-149

Video: Learn about Flavor Systems from the Professionals at Sensapure

https://www.youtube.com/watch?v=pnGCtUdMF78

Where to Follow Sensapure Flavors

Thank you very much to the team at Sensapure for bringing us into your beautiful facility and teaching us a ton about flavoring. We look forward to building more Sensapure Flavors content — sign up for our Sensapure news alerts so that you don’t miss out on the latest flavor technology updates!

On Episode #148 of the PricePlow Podcast, Mike and Ben welcome Elias Chiatalas, CEO of SEE Nutrition, to discuss aXivite, a supplement ingredient known for fat loss and sports performance benefits.

Elias shares his journey, starting as an athlete and pursuing a degree in physical therapy, before moving into strength and conditioning. His passion for nutrition was reignited while working with professional athletes, leading him to establish SEE Nutrition.

aXivite: A Weight Loss Ingredient That Also Improves Performance

aXivite is a dietary supplement ingredient consisting of phenylcapsaicin, which is manufactured by a company named Axichem. Phenylcapsaicin is used for several purposes, but SEE Nutrition is the partner who sells it into the North American dietary supplement market as aXivite.

In this podcast, we learn of some of the many uses of aXivite, which goes beyond weight loss: the ingredient also has incredible performance and gut health potential. Through this, we learn of some of phenylcapsaicin’s other uses, such as protecting the gut health of chickens through its use in chicken feed!

At the end of the conversation, we go through some general diet discussion, and Elias provides a few very useful tips that can be used, especially with clients who like to drink too much soda!

https://blog.priceplow.com/podcast/elias-chiatalas-axivite-see-nutrition-148

Video: Burn Fat and Increase Performance with aXivite

https://www.youtube.com/watch?v=Fr5ILARV_88

How to Follow Elias and SEE Nutrition

You can follow SEE Nutrition in the links below:

Thank you to Elias for coming on and telling your story – aXivite is an incredible ingredient we’ve definitely enjoyed using.

Subscribe to the PricePlow Podcast and leave us a great review on iTunes, Spotify, YouTube, and everywhere else!

On Episode #147 of the PricePlow Podcast, Mike and Ben are joined by Eric Withee, the Director of Ingredient Innovation at Freemen Nutra. The top of conversation is a new dietary supplement ingredient named Digexin, which is a combination of ashwagandha and okra extracts designed to support gut health.

Freemen Nutra is traditionally a distributor of commodity ingredients, but is now beginning to focus on branded, research-backed ingredients to stay ahead in the industry, and they’ve got a star in Digexin. This ingredient promotes peristalsis — contraction of smooth muscle in the gut, helping to facilitate the movement of food.

This ultimately leads to dramatically improved bowel movements, but as the data shows, so much more.

Digexin: The First Ingredient to Support the Gut-Brain Axis

The trio get into the gut-brain axis, an emerging field of research that we’re only beginning to understand, but hasn’t been properly targeted by the dietary supplement industry — until the development of Digexin.

https://blog.priceplow.com/podcast/eric-withee-freemen-nutra-digexin-147

Video: Digexin and the Gut Brain Axis with Freemen Nutra’s Eric Withee

https://www.youtube.com/watch?v=7_sn2B6WrhY

Thank you to Eric for joining us, and to everyone for listening and following along!

Sign up for our Freemen Nutra news alerts and subscribe to The PricePlow Podcast on your preferred platform. Don’t forget to leave us a review on iTunes and Spotify!