Natural Products Marketer Podcast

Most people buy probiotics like they buy shampoo: grab the brand they recognize and hope for the best. But probiotics are living microorganisms, and the difference between “works” and “waste of money” often comes down to details most labels don’t make clear like refrigeration, shelf time, and whether a capsule can survive stomach acid long enough to open where it matters.We sit down with Nikita Austin, Senior Director of Global Training and Education at Better Being Co. (home to brands many natural products retailers already know), to unpack what real probiotic quality looks like in the supplement aisle. We get into why innovation is still happening in a category that feels “done,” how evolving microbiome science is expanding the conversation from probiotics and prebiotics to postbiotics, and why human clinical studies are becoming non-negotiable for credible claims.We also tackle the questions retailers hear every day: Should probiotics be refrigerated? When can shelf stable probiotics make sense? What’s the deal with spore-forming strains? Why is Akkermansia suddenly all over TikTok, and what can we responsibly say about weight management and metabolic health? Along the way, we talk about third-party testing, in-house lab verification, finished product testing, and how owning manufacturing changes quality control. Finally, we bring it back to the sales floor with simple ways to build trust, start better conversations, and guide customers to the right formula without overwhelming their supplement stack.If you found this helpful, subscribe, share it with a retailer friend, and leave a review on Apple Podcasts or Spotify so more store teams can find it and use it.Connect with us:FacebookLinkedinEmail: [email protected] Tina MaddockSince 2014, Tina has worked with multiple natural products businesses, discovering how to market their CBD products online, without having their payment processor shut them down, to letting customers talk about their health issues those products have helped them solve. She knows first hand how experts like you offer the best products and a superior customer experience, that is why she is committed to helping you find an easy way to grow your natural product business.

If you sell supplements or natural products and you market online, you can’t assume you’re “too small” for regulators to notice. We sit down with compliance expert Asa Waldstein to map the real enforcement trends we’re seeing, from FDA warning letters to behind-the-scenes demand letters that can escalate into expensive litigation. We also dig into what happens after a warning letter, why the response matters, and how public enforcement can ripple into reputation damage and investor hesitation.We get practical about the everyday situations that trip up independent retailers and brands: ingredient blogs that reference diseases, “educational” clinical study links that quietly turn into illegal disease claims, and the persistent myth that a couple clicks away from the shopping cart keeps you safe. Asa shares a simple way to sanity-check content through a reasonable-consumer lens, plus how old posts, inherited websites, and multi-year social content still count as active marketing in FDA’s eyes.Then we tackle a major modern landmine: reviews and testimonials. Google Business Profile reviews, website review widgets, social comments, and even automated carousels can create compliance risk, especially when your team replies, likes, or reacts to disease-claim testimonials and accidentally “adopts” them as marketing. We also talk regulatory technology and how tools like Apex Compliance can flag trigger words, assign risk levels, and suggest safer wording so you can move faster with more confidence.If you want to grow with better supplement marketing, smarter SEO, and fewer compliance headaches, listen through and share this with someone who touches your website or social media. Subscribe, leave a review, and tell us what claim or scenario you want us to unpack next.Connect with us:FacebookLinkedinEmail: [email protected] Tina MaddockSince 2014, Tina has worked with multiple natural products businesses, discovering how to market their CBD products online, without having their payment processor shut them down, to letting customers talk about their health issues those products have helped them solve. She knows first hand how experts like you offer the best products and a superior customer experience, that is why she is committed to helping you find an easy way to grow your natural product business.

What if the label isn’t telling the whole truth—and your reputation is on the line? In this episode, we sit down with Deleo de Leonardis, Co-founder and CEO of Purity-IQ, to unpack the hard realities of private label and white label, why identity testing isn’t enough, and the practical steps small stores can use to verify what’s in the jar before it ever reaches a shelf.We start with the leverage gap between big chains and independents, then move into the real economics of private label: better margins, stronger loyalty, and much higher liability. From there, we draw a clear line between identity tests (confirming an ingredient is present) and authenticity testing (exposing adulteration, fillers, and undeclared substances). You’ll hear how supply chain shocks, trendy demand spikes, and acquisitions create incentives for drift—plus the red flags that should trigger testing: prices that seem too good, sudden supplier or intermediary changes, and global shortages. We also talk through concrete examples like essential oils and collagen, where testing has uncovered surprising gaps between promise and product.Most importantly, Deleo outlines an approach any independent can use without a big QA team: test at procurement, pay for your own samples, run periodic spot checks, and prioritize high-risk or high-value items—especially anything that carries your name. Then turn verification into a sales edge. Show your work with third-party reports and interactive trust marks that customers can scan on the shelf. That transparency differentiates you from marketplaces where anyone can sell anything and reinforces your role as the community’s gatekeeper for safe, effective products.If you’re ready to protect margin and build loyalty the right way, this conversation gives you the playbook: how to choose between private label and white label, what to ask suppliers, when to test, and how to tell the story so customers keep coming back. Enjoy the episode, and if it sparks ideas, share it with a retailer who’s wrestling with these choices. And don’t forget to subscribe and leave a quick review—your feedback helps us bring more experts to your ears.Connect with us:FacebookLinkedinEmail: [email protected] Tina MaddockSince 2014, Tina has worked with multiple natural products businesses, discovering how to market their CBD products online, without having their payment processor shut them down, to letting customers talk about their health issues those products have helped them solve. She knows first hand how experts like you offer the best products and a superior customer experience, that is why she is committed to helping you find an easy way to grow your natural product business.

What happens when mentorship, grit, and a love for community collide? Brian joins us to share how a summer job at a natural products store became a 20‑year journey to ownership—and how that path is shaping a smarter, stronger future for independent retail. From surviving cancer to chairing SENPA’s Emerging Leaders, Brian brings a rare mix of empathy and execution that turns big ideas into daily wins.We dig into the playbook: hire young and train deeply, bring staff to trade shows, and treat education as your edge. Brian explains how to convert TikTok trends into real guidance, why waiting for trustworthy suppliers protects your standards, and how one weekly video can be repurposed across email, TikTok, Instagram, and Facebook for outsized reach. He breaks down practical budgeting—stop printing flyers, boost posts to non‑followers nearby—and shares scripts for pivoting from “we don’t carry that” to “what result are you after?” That shift builds trust, loyalty, and word of mouth.Events take center stage. Brian outlines how in‑person workshops, demos, tastings, and smart merchandising reignite community after COVID. You’ll hear the strategy behind a 30% off “Christmas in July” blowout with Secret Santa giveaways, why the next week’s sales stayed strong, and how limited‑time offers attract new shoppers who stick. We also talk pricing with purpose—aligning to MAP and manufacturer sites instead of chasing Amazon—and using grocery as a basket lift while curated supplements anchor margins.The heart of this conversation is the future: SENPA’s Emerging Leaders. Brian shares a vision for mentorship, targeted training, and real seats at the table so the next generation can lead with courage and creativity. If you’re ready to protect the roots—education, quality, community—and evolve the reach with modern marketing and bold events, this one’s for you. Subscribe, share with a fellow retailer, and leave a review to help more independents grow strong together.Connect with us:FacebookLinkedinEmail: [email protected] Tina MaddockSince 2014, Tina has worked with multiple natural products businesses, discovering how to market their CBD products online, without having their payment processor shut them down, to letting customers talk about their health issues those products have helped them solve. She knows first hand how experts like you offer the best products and a superior customer experience, that is why she is committed to helping you find an easy way to grow your natural product business.

Growth doesn’t always come from bigger budgets; it often comes from better neighbors. We share a step-by-step case study of how a local retailer climbed from a 12% year-over-year decline to a 12% gain by running just two partner-led events per month—and we unpack every piece of the system so you can copy it with confidence.We start where most owners get stuck: finding the right partners and making the ask. You’ll hear how to identify aligned businesses within five to ten miles, what to say on that first call, and how to make a give-give offer that’s hard to refuse: time-bound attendee incentives, cross-promotion, and a full asset kit that removes friction. From there, we detail the marketing engine that drives turnout without draining your week—email templates, social captions, graphics, posters, postcards, Google Business events, and Facebook Events to simplify registration and reminders.You’ll also get the numbers that matter: signups versus seats, the share of new and returning customers, and how a tiny Meta budget—two dollars a day using a customer list and a tight radius—can be enough to fill a room. We walk through smart scheduling right after busy classes, setting capacity to add urgency, what to include in confirmations, and how to split post-event follow-up for attendees and no-shows. Testimonials, shared with both your channels and your partners’, become fuel for the next outreach. With a 90-day plan and a four to six week runway, you can build momentum that feels like an engine instead of a grind.If your store needs energy, awareness, and real foot traffic, this episode lays out a practical playbook for community events, local partnerships, and sustainable growth. Subscribe for more retail marketing strategies, share this with a fellow owner who needs a lift, and leave a review to help us bring on more expert voices.Connect with us:FacebookLinkedinEmail: [email protected] Tina MaddockSince 2014, Tina has worked with multiple natural products businesses, discovering how to market their CBD products online, without having their payment processor shut them down, to letting customers talk about their health issues those products have helped them solve. She knows first hand how experts like you offer the best products and a superior customer experience, that is why she is committed to helping you find an easy way to grow your natural product business.

Aromatherapy can be more than a pretty scent—it can be a reliable wellness tool and a powerful retail differentiator. We sat down with Pranarōm’s national educator, Liza Dawkins, to unpack how safety, sourcing, and smart training turn essential oils into solutions customers can trust. From countering social media hype to using batch testing and Certificates of Analysis, we share practical steps to elevate credibility without slipping into fear or elitism.We explore the tug‑of‑war between online convenience and in‑store experience, then show how to win on both fronts. Teach your team to ask outcome‑based questions and offer cross‑department solutions that pair aromatherapy with herbs, supplements, and grocery staples. Learn why diffusion still counts as systemic exposure, how oxidation undermines safety, and when a smaller bottle is actually the better buy. You’ll hear specific ways to position therapeutic blends next to sinus, stress, and sleep sets, and how to use subtle, high‑quality scent to anchor memory and comfort inside your store.Seasonal marketing comes alive here: meet customers where they are with timely content and micro‑workshops that translate to real‑world results. We also talk transparency—organic standards, constituent profiles, ethical sourcing—and how to honor local makers who do the work even if they can’t afford every seal. If you want to build trust over trends, keep your staff longer, and create a store that people choose for guidance as much as goods, this conversation gives you tactics to start tomorrow.Enjoyed this conversation? Follow, rate, and share the show so more natural retailers can build smarter, safer, and more connected communities. Got a question or a challenge we should tackle next? Email us at [email protected] with us:FacebookLinkedinEmail: [email protected] Tina MaddockSince 2014, Tina has worked with multiple natural products businesses, discovering how to market their CBD products online, without having their payment processor shut them down, to letting customers talk about their health issues those products have helped them solve. She knows first hand how experts like you offer the best products and a superior customer experience, that is why she is committed to helping you find an easy way to grow your natural product business.

Search is slipping, social buries links, and great employees aren’t browsing job boards. That’s the new reality for natural products retailers, and it’s exactly why we’re leaning into programmatic ads and geofencing to reach both customers and potential hires where they actually are—on their phones, inside apps, and in connected TV.Dan Kraus of Shift Advertising walks through how precise geofences around health fairs, yoga studios, natural grocers, and even training programs can build an anonymized audience of motivated people without creeping on identities. Then we get practical: dayparting to hit after‑hours crews, CPMs you can plan for, and why a two‑week display burst can move the needle when you stay narrow on one category your store already dominates. You’ll hear examples from staffing a clean‑room manufacturer to recruiting for stretch studios, plus the reporting that matters: actions, store visits inside conversion zones, and 60‑ to 90‑day lift instead of last‑click myths.We also cover the conversion chain most teams miss. If ads perform but sales stall, check the landing page, train staff on the exact offers running, and make sure shelves and scripts match the message. Warm audiences win fastest, so upload your email list and loyalty members, retarget recent site visitors, and use ads to boost email opens with “check your inbox” creative. In a softer economy, highlight essentials customers still buy—coffee, toothpaste, shampoo—and keep your brand top of mind so paused routines don’t become lost customers.Whether you need a pipeline of service‑minded floor staff or you want profitable store traffic without wasting spend, this playbook shows how to target smarter and measure what matters. Subscribe, share with a fellow retailer, and leave a quick review so we can bring more expert strategies to your feed.Connect with us:FacebookLinkedinEmail: [email protected] Tina MaddockSince 2014, Tina has worked with multiple natural products businesses, discovering how to market their CBD products online, without having their payment processor shut them down, to letting customers talk about their health issues those products have helped them solve. She knows first hand how experts like you offer the best products and a superior customer experience, that is why she is committed to helping you find an easy way to grow your natural product business.

Mass channels can cut price, but they can’t replace trust. We sat down with a veteran of 36 years in natural products to unpack how independent retailers win by returning to the industry’s roots: education, transparency, and community. From the Soho stage to day-to-day floor conversations, we trace what actually moves the needle—reading labels with intent, demanding real third-party testing, and training staff to ask smarter, open-ended questions that turn brand requests into problem solving.You’ll hear how “read the label” becomes a strategy, not a slogan. We break down clinically studied ingredients, effective doses, and why vague “third-party tested” claims aren’t enough without naming the lab, the scope, and the frequency. We dive into proof—batch-by-batch verification for probiotics, rigorous mushroom identity testing, and a zero-citation FDA audit that signals robust quality systems. Then we tackle pricing head-on: the danger of perpetual discounts, how inflated “40% off” programs distort value, and a saner path that keeps Amazon at MSRP while helping brick-and-mortar stay competitive.If your floor team sells what they’re trained on, make the training count. We share quick scripts that open conversations—“What brought you in today?”—and show how to pair needs with high-impact supports like K2 for bone and heart health. You’ll get practical ways to make value visible with simple comparison charts, non-GMO and organic standards, and electrolyte formulas that meet performance shoppers’ expectations without fillers. Finally, we talk community: why being present locally, stating your store standards out loud, and highlighting everyday essentials can pull trips from big-box back to your door.Want the manufacturer checklist we mention in the episode? ​Shoot me a note at [email protected], and I'll send it your way. If this resonated, subscribe, share with a fellow retailer, and leave a quick review. Got a question or a challenge you want us to tackle on the show? Email [email protected] and we’ll bring the right expert to the mic.Connect with us:FacebookLinkedinEmail: [email protected] Tina MaddockSince 2014, Tina has worked with multiple natural products businesses, discovering how to market their CBD products online, without having their payment processor shut them down, to letting customers talk about their health issues those products have helped them solve. She knows first hand how experts like you offer the best products and a superior customer experience, that is why she is committed to helping you find an easy way to grow your natural product business.

The retail landscape for natural products has changed dramatically, especially since the pandemic pushed more consumers toward Amazon and online shopping. How can independent health food stores not just survive but thrive in this environment? Jake Kivico, representing the third generation of family ownership at Nature's Finest in Phoenix, Arizona, reveals their strategic approach to building customer loyalty despite digital competition. After joining the family business full-time in 2021, Jake quickly realized that competing with Amazon on its terms wasn't viable. Instead, Nature's Finest developed a multi-faceted strategy centered around carefully selected brand partnerships and an innovative approach to private labeling.What makes their approach unique is the creation of multiple private label brands through different manufacturing partners. Unlike most retailers who develop a single house brand, Nature's Finest operates several distinct private labels, addressing the misconception some customers have about house brand quality while ensuring customers can only purchase these products at their stores. Since most shoppers ask for specific supplements rather than brands, this strategy creates genuine loyalty by offering exclusive products that can't be found on Amazon.Listen as Jake shares how they began this journey, the manufacturers they partner with, and how they've expanded their private label offerings over time. Whether you're a retailer looking for new competitive strategies or a brand wanting to understand the retailer perspective, this conversation offers valuable insights into building lasting customer relationships in the age of Amazon. Ready to rethink your approach to product exclusivity and customer loyalty?Connect with us:FacebookLinkedinEmail: [email protected] Tina MaddockSince 2014, Tina has worked with multiple natural products businesses, discovering how to market their CBD products online, without having their payment processor shut them down, to letting customers talk about their health issues those products have helped them solve. She knows first hand how experts like you offer the best products and a superior customer experience, that is why she is committed to helping you find an easy way to grow your natural product business.

A personal tragedy transformed Kristina Hall's life when her father was diagnosed with stage four prostate cancer during her senior year of college. This devastating news sparked a journey into the world of nutrition and supplements as Kristina witnessed how dramatically food choices and targeted supplementation could improve quality of life during cancer treatment. This awakening led Kristina and her husband Brian to eventually launch True Grace, a supplement company built on uncompromising principles.What makes True Grace unique isn't just their commitment to "meaningful ingredients at effective doses," but their remarkable timing—quitting secure jobs to launch a business just weeks before the pandemic changed everything. Yet this apparent misfortune became their advantage, forcing methodical development while providing unprecedented access to industry veterans who were suddenly accessible by phone. Their persistence through supply chain challenges demonstrated the unwavering commitment to values that defines their brand today.Kristina's experience as a new mother revealed a critical gap in the supplement market. Standing bewildered in the children's vitamin aisle, she realized this overwhelming experience mirrored how most consumers felt about supplements generally. This insight drove True Grace to pioneer innovative children's products, including the only Kids Multi containing clinically studied Lutamax for blue light protection and focus—addressing modern parents' screen time concerns while delivering essential nutrients. Their ingenious probiotic+D3 stick packs solved "gummy fatigue" by combining two crucial supplements in one easy-to-administer format.Beyond product innovation, True Grace exemplifies environmental leadership through regenerative agriculture partnerships and sustainable packaging. They've helped certify Wisconsin's first ROC farm and removed over 13,000 pounds of plastic from Indonesian waters. For retailers seeking to attract younger demographics, especially mothers, Kristina's social media strategies and staff education approach offer a blueprint for success in natural retail. The True Grace story demonstrates that principled business practices can create both exceptional products and meaningful environmental impact—proving that doing good and doing well remain perfectly compatible goals.Connect with us:FacebookLinkedinEmail: [email protected] Tina MaddockSince 2014, Tina has worked with multiple natural products businesses, discovering how to market their CBD products online, without having their payment processor shut them down, to letting customers talk about their health issues those products have helped them solve. She knows first hand how experts like you offer the best products and a superior customer experience, that is why she is committed to helping you find an easy way to grow your natural product business.