NutraChampion McGuffin on his commitment to herbs: ‘This is what I do. This is who I am’

McGuffin was named the 2024 NutraChampion during an awards presentation at NutraIngredients-USA's Chicago HQ on July 15.

The award, which is judged by the NutraIngredients-USA editorial team, celebrates those who leave a lasting impact on nutrition and the nutrition industry.

Commenting on this year’s winner, Stephen Daniells, editor-in-chief of NutraIngredients-USA, said: “There cannot be anyone involved in herbs and botanicals who doesn't know, or know of, Michael McGuffin and the American Herbal Products Association. Michael has served as AHPA's president for a quarter of a century, steadfastly advocating on behalf of members and the wider industry to support a safe, robust dietary supplement market.

“The NutraIngredients-USA team is delighted to honor Michael as its 2024 NutraChampion for his leadership, passion and commitment to the herbal industry at all levels.”

In an acceptance speech delivered via video, McGuffin said he is honored to be the 2024 NutraChampion.

“Many of you are familiar with the details of my professional arc in the herbal industry from selling herbs at retail to manufacturing and marketing a line of herbal extracts to serving as AHPA President since 1999. This is what I do. This is who I am,” he said.

McGuffin noted that the NutraChampion Award is dedicated to the celebration of our industry's biggest champions and heroes, those who spend their careers driving new standards and policies, increasing public knowledge and interest in nutrition or pushing for ingredient innovation.

“I hope you will all agree with me that many of these points accurately describe what I do and who I am,” he said. “I'm not being very humble here. Frankly, there will be other times for humility, but today I'm reminded of a colleague who was not at all receptive when I informed him last year that he was going to receive an APHA award. Here's what he said to me: I don't need another bauble to crowd my mantelpiece. But the NutraChampion Award is not a mere bauble. Its recipients make unique contributions. That's what they do, and they are focused on these throughout their careers. That's who they become.

“I hope by receiving the 2024 NutraChampion Award to inspire any of you who would like to achieve this acknowledgement in the future and to encourage you to clarify and define the work that you do to do that work in service to the trade and to the public. And to do so boldly so that we all see that that's who you are. Thanks again to NutraIngredients for this distinct honor.”

Fellow NutraChampion: “Michael has made it his life's work to promote the responsible commerce of herbs”​

Suzanne Shelton from the Shelton Group and the 2020 NutraChampion called McGuffin, the "ultimate industry champion."

“From when we met in the early 1990s when his company McZand Herbal was a client to a conversation we had two weeks ago, his deep knowledge and commitment to the industry are always evident,” she said. “I joined AHPA decades ago because of Michael and have seen first-hand how his leadership has benefited all of us working in the herb trade. Cheers to you, Michael!”

Elan Sudberg, CEO of Alkemist Labs (long-term members of AHPA) and the 2019 NutraChampion, commented: “Early in my career, during the global dispute over Hoodia gordonii​ authenticity, Michael noticed my frustration at not being heard. He whispered in my ear to take my shoe off and bang it against the table. I have been walking around this industry with one shoe off ever since.

“Michael has made it his life's work to promote the responsible commerce of herbs and protect consumer access, and he has done an amazing job.”          

Dr. Rob Wildman, CEO of TYM Athletic Performance and chair of the AHPA Sports Nutrition Committee, told us: “Michael’s leadership of AHPA and the nutrition and dietary supplement industry is simply unparalleled. His commitment to industry ethics is unequaled and extraordinary, and his exceptional knowledge of the dietary supplement industry and regulations from its origins to today is unmatched.  

"Michael is a total industry champion and colleague, professional mentor to so many, as well as a wonderful friend.”