The Industry’s Best-Kept Secret: Why Supplement Brands Must Start Marketing Their Quality

In this episode of Supplement Source, Jeff Ventura, VP of Communications at CRN, sits down with Elan Sudberg, CEO of Alkemist Labs, for a bold conversation about the supplement industry’s opportunity to capitalize on its strongest asset—its safety record. From testing labs to public trust, Sudberg argues that the data already exists to reshape the public narrative around supplements, but industry leaders aren’t using it. Tune in as they discuss marketing blind spots, missed ROI, and how repositioning quality as a brand asset—not just a compliance cost—could redefine consumer confidence. 

About the Council for Responsible Nutrition (CRN) 
The Council for Responsible Nutrition (CRN), founded in 1973 and based in Washington, D.C., is the leading trade association representing the dietary supplement and functional food industry. Bringing together manufacturers, ingredient suppliers, and service providers, CRN unites its member companies around a shared commitment to science, transparency, and responsible business practices—advancing a strong, credible marketplace that supports consumer health and industry growth.

In an increasingly complex regulatory and media environment, CRN serves as the industry’s front line—shaping science-based policy, defending market access, and countering misinformation. Through strategic advocacy, self-regulatory leadership, voluntary guidelines, and evidence-based communications, CRN ensures that responsible companies are recognized, protected, and positioned to innovate and compete. Learn more at crnusa.org and follow @CRN_Supplements on X and LinkedIn.