In this episode of The Natural View, hosts Maggie Jaqua and Todd Pauli sit down with Lauren Eisen, Senior Marketing and Business Development Manager at Balchem, to explore the booming women’s health market—specifically innovations in prenatal nutrition. Eisen breaks down the critical differences between folate and folic acid, explaining why bioactive folate forms like Optifolin Plus are essential for expectant mothers and developing babies.

Cypress Minerals and Cepham Inc., in conjunction with The 6AM Agency, are stepping outside of the everyday issues that affect our industry to focus on a new global humanitarian campaign aimed at providing a permanent rescue shelter for child sexual abuse survivors. Because Hope Needs a Home is looking to raise USD $140,000 by August 30 to secure a stable residence for members of the Wings of Hope Rescue Home—a safe haven for girls between the ages of 11-17 (and their children) who are survivors of child assault, in Nairobi, Kenya.   For those looking to help, donations can be made through A Thousand Plus (https://www.athousandplus.org/), a non-profit organization solely created to transfer funds to those in need. 100% of the contributions received will be governed by a board of trustees in order to confirm they go directly to Wings of Hope Rescue Home and the purchase and operation of a new facility. Learn more!

 

In this episode, we talk with Trevor Connor, CEO of The Paleo Diet, and Dr. Griffin McMath, The Paleo Diet’s Head of Content. Tune in to learn about:

- The Paleo Diet's health-advocacy mission - Key research and benefits - Who the new Paleo Diet brand serves - Resources offered on ThePaleoDiet.com - 2025 trends in the nutrition space. - and more!

 

*Content sponsored by The Paleo Diet.

Dr. Jeffrey Burke, Director of Education, Kokora, discusses his 40+ plus years in the natural products industry, sharing his accomplishments, journey, and how he is able to maintain his positivity. Dr. Burke also discusses: *His partnership with Kokora and the regenerative movement. *His cross-country journey educating natural products retailers and consumers, and what's he learned on his travels. *Emerging trends for 2025 and beyond. ...& much more!

 

In this episode of The Natural View, we talk with Kathryn Kelly, Marketing Manager of Lily of the Desert, about leadership and mentorship at Lily of the Desert. Kelly also previews upcoming initiatives and products, success strategies, and a preview of what to look forward to at Natural Products Expo West 2025! *Content sponsored by Lily of the Desert

In this special episode of The Natural View from SupplySide West, Shawn Baier of TSI Group talks with Maggie Jaqua of WholeFoods Magazine and Todd Pauli of 24 Stories Marketing about:

• The shift in recent years from anti-aging to healthy aging and active aging.
• Why muscle health is such an important part of a proactive approach to healthy aging.
• The popularity of GLP-1 receptor agonists for weight management. 
• The science of how myHMB helps counteract muscle loss, including a recent clinical study published in Nutrientslooking at HMB + vitamin D3. 
• Why myHMB is often combined with vitamin D.
• The benefits of innovative FZZR Technology, and how it can help brands meet consumer demands for convenience and efficacy. Content sponsored by TSI Group.

Discover how Stratum Nutrition is helping brands meet the demand with research-backed branded ingredients.

Tune into this special episode of The Natural View from SupplySide West 2024 for insights from Alexis Collins, Director of Product and Brand Strategy at Stratum Nutrition. Collins talks with Maggie Jaqua of WholeFoods Magazine and Todd Pauli of 24 Stories Marketing about the top 5 emerging trends for 2025, and the branded ingredients that can help brands meet consumer demand. Tune in to learn:

• Top trends in nutritional supplements.
• Opportunities for brands to innovate in 2025.
• How Stratum Nutrition is helping brands meet the demand with research-backed branded ingredients.

 

Philip Bromley, co-founder and CEO of Virun, talks with Maggie Jaqua of WholeFoods Magazine and Todd Pauli of 24 Stories Marketing about how innovation has fostered impressive growth, plus the trends on the horizon for delivery formats and flavors, and how Virun can help brands formulate for special dietary needs. Find out what's on the horizon for 2025! 

Tune in to learn:

• The background sets Virun apart.
• How Virun is helping brands formulate with delicious flavor that keeps consumers coming back for more, but without all the sugar and preservatives.
• Trends in consumer demand for sugar-free options.
• What Virun offers on the flavor front, and how it can help brands gain a competitive edge.
• Omegas and Virun innovations that can help with the fishy aftertaste.
• Delivery forms that could be game-changers for brands seeking alternatives to pills and gummies.
• How can Virun’s offerings be tailored to specific dietary needs, like keto, vegan, or allergen-friendly formulations.
• Emerging trends in the natural products space that Virun is responding to for 2025 and beyond?

In this special episode of The Natural View from SupplySide West 2024, Tess and Patrik Barr of Bright Pharma Caps, Inc., talk with Maggie Jaqua of WholeFoods Magazine and Todd Pauli of 24 Stories Marketing about:

• The world’s first NOP certified organic vegetable capsules.
• What it takes to be truly organic in compliance with the USDA.
• The issue of organic fraud.
• Questions brands should be asking to ensure that they are compliant.
• Common challenges brands face when switching to organic capsules.
• Consumer demand for organic and vegetable capsules increasing.
• What brands should know about the impact of organic certification on market positioning & consumer trust.
• How sustainability and transparency can give a brand a competitive edge. 

n the July 2024 print and digital issue of WholeFoods Magazine, we spotlight leading companies in the natural products industry, including NJ Labs. And in this episode of The Natural View, we talk with Sandra Lee, CEO of NJ Labs, to learn more about the company, get updated on recent developments, and explore what's on the horizon.

In this episode of The Natural View, board certified naturopathic physician Dr. Darrin Starkey, Director of Education at Trace, discusses magnesium shortfalls and the benefits of ConcenTrace mineral drops. Tune in to learn: How common are magnesium shortfalls? What are the most common signs of magnesium deficiency? Who can benefit from supplementing with magnesium? And more! Content sponsored by Trace.

In this episode, we talk with Dr. Michael Crabtree, a naturopathic doctor who is passionate about cutting-edge science and innovation. As the Director of Scientific Affairs and Product Development at Bioenergy Life Science, he leads the company’s innovation efforts. Tune in for his insights on NAD. What is it, and why is it beneficial to increase it? Dr. Crabtree also discusses the branded ingredient RiaGev, with a focus on how it supports healthy aging. *Content sponsored by Bioenergy Life Science, Inc.

In the July 2025 print and digital issue of WholeFoods Magazine, we spotlight leading companies in the natural products industry, including J.R.LIGGETT’S. And in this episode of The Natural View, we talk with James R. Liggett, founder and CEO of of J.R.LIGGETT’S, to learn more about the legacy brand. Content sponsored by J.R.LIGGETT’S.

In this conversation with Ridgecrest Herbals CEO, Matt Warnock, he discusses his journey to becoming an "accidental herbalist". Founded by his father Paul Warnock and Clyde St. Clair, Warnock describes the history of the company and their mission to help individuals lead a healthier lifestyle while also supporting the planet.

In this episode of The Natural View, featuring Gretchen Powers, Vice President, Marketing & Member Experience for the Council for Responsible Nutrition (CRN), we get the scoop on CRN’s upcoming event, Convergence 24, which is taking place in October in Salt Lake City.

The microbiome market is continuing to grow and evolve. Recent reports have estimated the market to be worth $1.7B by 2029. In this episode, Nutrileads CEO Joana Carneiro-Wakefield, CEO, and Sue Mckay, Nutrition and Health Manager, explain the benefits of Benicaros, consumer awareness of gut heath, and the influence gut health has on overall health. Tune in to learn: _What are prebiotics and how do they work to support gut health? ​_Why is Benicaros considered a “precision prebiotic" and how do these prebiotics differ from general prebiotics on the market? _What is the significance of the science supporting Benicaros as a precision prebiotic with immune-supporting properties? ...and more! *Content sponsored by NutriLeads.

In the July 2024 print and digital issue of WholeFoods Magazine, we spotlight leading companies in the natural products industry, including Nammex. And in this episode of The Natural View, we talk with Bill Chioffi, COO, to learn more about the company, and get updated on some of the recent developments.

Occasional heartburn is one of the most common digestive complaints in the U.S., with an estimated 60 million Americans experiencing occasional heartburn at least once a month, and 20% suffering at least once a week. While prevention is key, many are making the right lifestyle choices yet can’t seem to find the right solution. In this episode, Todd Pauli of 24 Stories Marketing and Maggie Jaqua of WholeFoods Magazine talk with Julia Craven, VP Education & Innovation at Enzymedica, to learn:

Why occasional heartburn so prevalent in America.

Why common over the counter medications may not be the best choice for long term use.

How to reclaim comfort and balance in managing occasional heartburn with a safe and holistic approach. There's more to know on Occasional Heartburn!

This video was sponsored by Enzymedica.

In this episode of The Natural View, Todd Pauli of 24 Stories Marketing and Maggie Jaqua of WholeFoods Magazine sit down with Kyle Turk, Director of Government Affairs at the Natural Products Association (NPA). Turk offers an update on one of the most pressing issues facing the industry right now: efforts to put age restrictions on certain supplements in the sports nutrition and weight loss categories. In New York, NPA filed litigation asserting that the state's dietary supplement prohibition is unconstitutional. Discussing the lawsuit, Turk stressed, "This is a critical lawsuit for us because if we don't win this we're gonna see places like California, New Jersey, Maryland, and some of these other more progressive states follow suit." Get the full story on the push to age-restrict certain supplements, plus:

The negative implications for the industry and consumers.

The importance of advocacy, and what role it is playing in this current fight.

Specific calls to action for industry.

On this episode of The Natural View, Todd Pauli of 24 Stories Marketing and Maggie Jaqua of WholeFoods Magazine sit down with Agostina Riganti, Protective Health Strategy Lead at Novozymes OneHealth, to discuss postbiotics and exciting new developments related to digestive health. Tune in to learn: _What are postbiotics, and how do they differ from probiotics and prebiotics? _How has the demand for protective health products evolved in recent past few years? _With the rising concern about antibiotic or antimicrobial resistance and the complexity of H. pylori treatment, how might postbiotics address the market need for alternative options? _What is unique about Pylopass, and how does it contribute to the world of postbiotic products? *Content sponsored by Novozymes One Health.

 

Maggie Jaqua and Heather Wainer from Wholefoods Magazine catch-up with CRN CEO Steve Mister to discuss the supplement industry and the issues CRN is currently addressing. 

In this episode of The Natural View, Todd Pauli of 24 Stories Marketing and Maggie Jaqua of WholeFoods Magazine sit down with Shaheen Majeed, CEO, BGG Americas, Algae Health Sciences, HB Natural Ingredients. Majeed discusses science-backed branded ingredients, including one that is generating a lot of buzz lately: astaxanthin.

In this episode of The Natural View, Todd Pauli of 24 Stories Marketing and Maggie Jaqua of WholeFoods Magazine sit down with Daniel Fabricant, Ph.D., President and CEO of the Natural Products Association (NPA). Dr. Fabricant discusses: The most pressing issues facing the industry right now, and how is NPA working on behalf of the industry on these issues. The importance of advocacy, and positive outcomes that have stemmed from the industry's collective efforts. How NPA helps make it easier for industry members to get involved and play an active role in the future of the industry. Bright spots...and areas of concern...for 2024.

Ramsey Atallah, Chief Science and R&D Officer at Botanic Tonics, discusses what makes the company's products unique. Tune in to learn about kava and kratom, including how these two botanical ingredients work together, supporting science, and safety standards. Content sponsored by Botanic Tonics. *Disclaimer: Consume responsibly. Adults 21 years of age and older only. To learn more, visit Botanic Tonics' Consumer Education page: https://botanictonics.com/pages/consu....

William J. Rowe, Co-Founder, President, and CEO of Nutrasource, reflects on the company’s growth, and looks ahead to the future. For more insights from Will, enjoy this leadership profile: https://www.wholefoodsmagazine.com/ar... *Sponsored content.

Bonnie Shershow, founder of this women-owned business, shares the mindset that fuels success and uplifts fellow female entrepreneurs. For more from Bonnie, read her leadership profile: https://www.wholefoodsmagazine.com/ar...

*Sponsored content

In this episode of The Natural View, Todd Pauli of 24 Stories Marketing and Maggie Jaqua of WholeFoods Magazine sit down with Shawn Baier, VP of Business Development, Innovative Product Division at TSI Group, to discuss healthy aging and science-backed support that can help us live our best lives. Why is muscle health such an important part of a proactive approach to healthy aging? Why is HMB is important to everyday exercisers and the aging population? What is the threat of oxidative stress as we age? What is Hobamine, and where does it fit into the healthy aging conversation? Get the answers to these questions and more.

In this episode, Heather Wainer and Maggie Jaqua, of WholeFoods Magazine, talk with Julia Craven, VP Education & Innovation at Enzymedica, to learn about a supplement that is trending right now: Berberine. Find out about the latest science, mechanisms of action, bioavailability, sustainability, and more. This video was sponsored by Enzymedica.

How is magnesium able to address sleep, mood & anxiety issues? In this episode, Todd Pauli of 24 Stories Marketing, and Maggie Jaqua of WholeFoods Magazine, talk with Dr. Heather Hausenblas, CEO of health behavior research company Wellness Discovery Labs, about how magnesium can offer support, and research showing how the branded ingredient Magtein can help with mental and physical performance. This video was sponsored by AIDP. Plus, find The Natural View on Apple Podcasts and Spotify.

Todd Pauli of 24 Stories Marketing and Maggie Jaqua of WholeFoods Magazine talk with George Kokkinis, Pharmako Biotechnologies’ Technical Director and Co-founder. Kokkinis coordinates all technical aspects of Pharmako with focus on new delivery technologies and advanced manufacturing methods. In this episode of The Natural View, he discusses the latest science and innovation.

Tune in to learn:

What are the benefits of liposome-based encapsulation and delivery? Is liposome technology a fit for all supplements?

What are the opportunities for brands? Podcast sponsored by Gencor.

Learn more at https://www.gencorpacific.com and https://www.pharmako.com.au.

Todd Pauli of 24 Stories Marketing and Maggie Jaqua of WholeFoods Magazine talk with Brendan Kesler, R&D Innovation Director for Van Drunen Farms and FutureCeuticals. Learn about the role of dietary fiber, bound polyphenols, and gut health.

This podcast is sponsored by FutureCeuticals.

Learn more at https://www.futureceuticals.com/natur....

Special Episode: NutraViews

This episode of NutraViews by Nutrasource explores issues surrounding marketing, messaging, product positioning, and merchandising, to help companies in the natural products industry reach target customers. Host Maggie Jaqua, Content Director of WholeFoods Magazine, is joined by Michele Arent of the Arnold School of Public Health at the University of South Carolina, Traci Kantowski of Industry Transparency Center, and Ruth Rodrigues of Nutrasource.

This podcast is sponsored by Nutrasource: https://www.nutrasource.ca

Dr. Barrie Tan, founder of American River Nutrition and author of The Truth About Vitamin E: The Secret to Thriving with Annatto Tocotrienols, is well known for championing the benefits of tocotrienols to the nutrition industry. In this episode of The Natural View, Dr. Tan educates natural products industry members on another supplement, called GG.

This podcast is sponsored by American River Nutrition.

Learn more at https://americanrivernutrition.com.

In this special leadership series, we're getting to know industry veterans and changemakers. Alkemist Labs Co-founder and CEO shares the mission and thoughtful actions that help lift up not only his company, but the industry as a whole. Learn more! https://wholefoodsmagazine.com/column...

 

This content is sponsored by Alkemist Labs. Visit their website https://www.alkemist.com/

In the July 2025 print and digital issue of WholeFoods Magazine, we spotlight leading companies in the natural products industry, including RIBUS. And in this episode of The Natural View, we talk with Alicia Peirce Kasch, Vice President of RIBUS, to learn more about the third-generation family business. For more insights from RIBUS, enjoy this leadership profile: https://www.wholefoodsmagazine.com/ar... *Content sponsored by RIBUS.

In this special leadership series, we're getting to know industry veterans and changemakers.Greg Arabatzis, Vice President Practitioner Division, discusses what sets ChromaDex apart from the competition. Learn more! https://wholefoodsmagazine.com/column...

 

This content is sponsored by Chromadex. Visit their website https://www.chromadex.com/

In this special leadership series, we're getting to know industry veterans and changemakers. The Natural Products Industry veteran shares the leadership approach that helps the company achieve its goals of bettering the health of both people and the planet. Learn more! https://wholefoodsmagazine.com/column...

 

This content is sponsored by Enzymedica. Visit their website https://enzymedica.com/

In this special leadership series, we're getting to know industry veterans and changemakers. Cynthia Kelly, CEO of the Gluten Intolerance Group (GIG), and Channon Quinn, COO of GIG and Executive Director of GIG Cares share the organization’s mission, milestones, and more! Learn more! https://wholefoodsmagazine.com/column...

 

This content is sponsored by GIG. Visit their website https://gluten.org/

In this special leadership series, we're getting to know industry veterans and changemakers. The experts at IFF Health talk about the company’s long history, the latest developments, and the focus that drives success. Learn more! https://wholefoodsmagazine.com/column...

 

This content is sponsored by IFF. Visit their website https://www.iff.com/

In this special leadership series, we're getting to know industry veterans and changemakers. NOW’s CEO outlines the leadership tenets that make this independent, family-owned business an industry standout. Learn more! https://wholefoodsmagazine.com/column...

 

This content is sponsored by NOW. Visit their website https://www.nowfoods.com/

In this special leadership series, we're getting to know industry veterans and changemakers. Stratum Nutrition’s CEO reflects on the company’s history, and shares the strategies that have helped ensure success. Learn more! https://wholefoodsmagazine.com/column...

 

This content is sponsored by Stratum. Visit their website https://www.stratumnutrition.com

In this special leadership series, we're getting to know industry veterans and changemakers. Sabinsa’s founder shares the focus on science, integrity, and compassion that makes the positive difference. Learn more! https://wholefoodsmagazine.com/column...

 

This content is sponsored by Sabinsa. Visit their website https://sabinsa.com/

In this special leadership series, we're getting to know industry veterans and changemakers. President and CEO Mr. Kazuhiko Nomura, and Chief Commercial Officer Michael Modjeski, discuss what drives the success of this family-owned health and wellness company as they celebrate 50 years in business. Learn more! https://wholefoodsmagazine.com/column...

 

This content is sponsored by Wakunaga. Visit their website https://kyolic.com/

Todd Pauli of 24 Stories Marketing and Maggie Jaqua of WholeFoods Magazine talk with Jeff Lind, National Director of B2B Sales for Novozymes One Health.

 

Learn about:

-the different forms of vitamin K

-sources of K2 and how they differ

-the connection between vitamin K2 and calcium

-impacts of K2 deficiency

-science supporting the MenaquinGold branded ingredient ...and more.

Todd Pauli of 24 Stories Marketing and Maggie Jaqua of WholeFoods Magazine talk with Dr. Anurag Pande, Vice President of Scientific Affairs at Sabinsa. Learn about new innovations coming out of Sabinsa, including the newest branded ingredient, CurCousin, for metabolic health. This branded nutritional ingredient containing the bioactive Calebin A (analog of Curcumin) has proven health benefits for managing:

• metabolic syndrome
• obesity
• inflammation
• arthritis
• osteoporosis
• liver health

Learn about the clinical trials, formulation opportunities, and more.

In this episode of The Natural View, discover a new supplement company that is positioning itself at the nexus of nature and science. Our guest is Dia Schwarz, Founder of NØØT. Tune in to learn about:

• Schwarz's background in neuroscience and alternative medicine, and what led her to launch a supplement company.
• The origin of the name NØØT.
• The role education plays in reorienting consumers to a proactive rather than a reactive approach to daily well-being.
• How Schwarz conceived of the NØØT product line.
• How Schwarz personally embodies the NØØT philosophy in her daily life.
• How to identify clean vs. potentially harmful products.
• The danger of overpromising in the supplement world, and the best practices NØØT follows to build trust.

Content sponsored by NØØT.

In this episode of The Natural View, WholeFoods Magazine VP of Media Heather Wainer talks with Kyle Turk, Director of Government Affairs at the Natural Products Association (NPA), about legislation that would place age restrictions on nutritional supplements. NPA is spearheading grassroots campaigns across the country against these bills—in Rhode Island, California, New Jersey, Missouri, New York, and Massachusetts. The campaigns—as well as how you can contribute—can be found in NPA’s Action Center: https://www.votervoice.net/NPA/Campai...

Todd Pauli of 24 Stories Marketing and Maggie Jaqua of WholeFoods Magazine talk with Greg Arabatzis, VP of Healthcare Pracitioner Sales with ChromaDex, about industry trends, fostering powerful connections, working with influencers, and the benefits of Tru Niagen for sports nutrition.

Todd Pauli of 24 Stories Marketing and Maggie Jaqua of WholeFoods Magazine talk with Danielle Citrolo, PharmD Vice President of Scientific and Regulatory Affairs Kyowa Hakko U.S.A., Inc., about a branded form of glutathione that can help to maintain optimal glutathione levels and overall good health, supporting healthy aging, a healthy immune system, and detoxification. Get the scoop on this ingredient, which has a key place in many of the most in-demand categories today, including immune support, sports nutrition, and nutri-beauty.

Todd Pauli of 24 Stories Marketing (https://www.24storiesmarketing.com/) and Maggie Jaqua of WholeFoods Magazine talk with Naji Abumrad, MD, FACS, Professor of Surgery at the Vanderbilt University School of Medicine and Chairman of Nirvana Water Sciences Scientific Advisory Board. Tune in to learn about the science behind HMB (β-hydroxy β-methylbutyrate) for muscle wellness, and about the first-ever water soluble formula of HMB.

This podcast is sponsored by Nirvana Water Sciences.

Learn more about them here: https://www.nirvanawatersciences.com/