Consumer transitions to natural products often represent more of an educational evolution than a revolution. That rings particularly true for whole-food supplements, sometimes called food-based supplements. When NBJ last reported on them, they showed 9.3% growth and rising—enough to clearly outpace sales growth for the supplement industry overall.
Kyle Garner, CEO of New Chapter, whose Brattleboro, Vt.-based company makes solely food-based supplements, attributes
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