Behind the scenes with personalized nutrition company Care/Of

It’s nothing compared to the booming interest on the subject in the mid-2000s, one of the earliest instances when the phrase was thrown around in a consumer product context.

Since then, more players have come into the field, bringing less lofty concepts and more straightforward consumer experiences.

One such company is Care/Of​​, which grabbed the attention of mainstream media as well as investors, securing $12 million in Series A this summer, TechCrunch reported​​.

But will a shift in how supplements are retailed to end consumers affect the manufacturer-supplier-customer process?

At this year’s SupplySide West 2017 expo in Las Vegas, we caught up with the company’s VP of Innovation and R&D, Bob Kalill, as well as supply leader Sheila Pinkney. Both are veterans in the industry and have first-hand experience of how it has changed in some aspects, or remained the same in others.

They gave us a glimpse of a day in their shoes at big industry shows like SupplySide West, as well as what they think is the future of the personalized nutrition space.