Sarah Burden has been working in the natural foods industry for over two decades, starting in the vitamin aisles in downtown Chicago. Since the early 2000s, Burden said the consumer demographic and educational expectations have shifted drastically.
“When I applied for my first job working in a vitamin department, the first question they asked me was, what university did you get your degree in nutrition from? And today, if you went to work in a vitamin department–even at the most prestigious health food store–you're not going to get grilled about where your credentials are from, they just want to know if you can provide great customer service and help people out.
“And then today, of course, everyone can wander into a vitamin store or vitamin department. Maybe you've seen something on social media, maybe your kid’s soccer coach mentioned something.”
Today, she works as VP of sales at Radicle Science, a platform that offers affordable, AI-powered clinical trials.
Burden emphasized how brands need to be compliant in their marketing strategies to maintain credibility and trust, with clinical trials such as those conducted at Radicle Science being key in developing product claims that align with regulations.
“The folks at some of these companies who've been brought in because of their scientific background may not have had exposure to the regulatory landscape of dietary supplements,” said Burden.
“I've had too many conversations with people who are deep in the benchwork of science who are just having their minds blown, like, ‘but wait, if this product really lowers cholesterol, you mean we can't tell people?’ and I'm like, I know. Do you know about the DSHEA Act? And sometimes they don't.”
