Nutrition Business Journal
Is the future of supplements in whole-food formulations?

Is the future of supplements in whole-food formulations?

Momentum is strong for whole-food supplements in the natural channel, but immature science & a lack of definition may be future barriers to growth.

Pay a visit to a bustling farmer’s market, or a newly expanded local/organic produce section and it becomes apparent: Today’s consumers want to know where their food comes from.

But does the same go for supplements? Absolutely, say purveyors of so-called “whole-food” supplements, which have been enjoying a banner year in 2012.

“It is one of the fastest-growing categories in the supplement space,” says Robert Craven, CEO

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