Co founder story: Details matter


 

 

CO-FOUNDER STORY #4: DETAILS MATTER

THE SUPPLEMENT INDUSTRY IS FULL OF HALF TRUTHS WITH INGREDIENTS THAT DON’T DO WHAT THEY’RE SUPPOSED TO DO

When we researched ingredients to support joint health naturally, (see our co-founder story), we found a lot of mis-information. Here’s the detail that we drilled into, to create something better.

Not all ingredients are created equal

While many sources tout the anti-inflammatory benefits of turmeric, research shows that it’s the curcuminoids in turmeric that have the power. Unfortunately, much of the commercially available turmeric has less that 3% curcumin and won’t pass through the stomach to do any good. Research shows that turmeric root standardized to contain 95% curcuminoids is the optimum quantity to promote joint health. To create a powerful product, we sourced turmeric root standardized to contain 95% curcuminoids.

The same principle applies to boswellia serrata. While many sources tout the anti-inflammatory benefits of Boswellia serrata it’s the AKBA that helps to preserve the structural integrity of joint cartilage, inhibit cartilage loss and is a potent anti-inflammatory. Much of the commercially available boswellia serrata can contain as little as 1% AKBA. Research shows that boswellia serrata standardized to contain 25-30% AKBA is the optimum quantity to promote joint health. To create a powerful product, we sourced boswellia serrata standardized to contain 30% AKBA.

Black pepper has the same issue. While sources claim black pepper has anti-inflammatory properties, it’s actually the piperine that does the heavy lifting. Much of the commercially available black pepper fruit has 2-7% piperine. Research shows that black pepper fruit standardized to contain 95% piperine is the optimum quantity to promote joint health. To create a powerful product, we sourced black pepper fruit standardized to contain 95% piperine.

Not all ingredients are what they say they are

With our manufacturing background, it was obvious that we would use independent testing with a USA lab to confirm ingredients meet product specification. The independent testing process would include HPLC and serving size tests. The independent lab would also perform toxicity tests to ensure ingredients pass safety tests. We would not rely solely on the lab results from the supplier. Seems sensible right? Why would anyone do it any other way? You’d be surprised. The first set of results from the supplier came back and guess what? The ingredients were not what we had specified. They were lower grade, cheaper alternatives. Time to look for a new supplier.

Not all ingredients are safe

The independent USA lab also performed toxicity tests to ensure ingredients pass safety tests. Again, we would not rely solely on the lab results from the potential supplier. What came back was a shock. The USA lab report showed toxic levels of lead, arsenic and mercury where none was showing on the potential supplier’s lab report. This exposed a supplement industry secret. A large percentage of cheaper products are created without independent testing of ingredients to confirm serving size or safety. Check your supplement containers, you’ll see what we mean. This information changed the way I purchase all my supplements. I do not buy supplements that have not been independently tested in the USA. This is one of the reasons why we chose lab grade ingredients.

Delivery matters

Please excuse our directness but most supplement ingredients end up getting flushed down the toilet. We all know that right? When a supplement is taken orally, less of it gets into the bloodstream. That’s why many supplement companies put larger doses in the products, knowing where most of it will end up. It seemed wasteful (and rather old fashioned) to accept the status quo.

We began a research project to explore innovative technologies and methods to improve bioavailability and absorption. The project focused on getting our lab grade ingredients where they need to be—into the bloodstream—to work effectively. Our research produced two clear leaders. The first, a patented, time delay, acid resistant capsule. This patented capsule doesn’t open for about 65 minutes (compared to a normal capsule that opens after 5 minutes) and delivers the ingredients into the small intestine for maximum absorption into the bloodstream.

Once the patented capsule delivers the ingredients to the small intestine, our second leader, piperine, enhances absorption into the bloodstream. It does this firstly by increasing the time the ingredients remain in the body prior to elimination. Secondly, piperine stimulates circulation in the body as it increases the flow of blood. A focus on better bioavailability and better absorption create a better product.

It’s in the blend

Our research showed that not many products are packaged optimally to manage joint health naturally. Our focus was to create a product that contained powerful ingredients, at optimum quantities, in an easy to take capsule. Our focus was to enhance these ingredients with bioavailability and absorption methods to transport them where they need to be—into the bloodstream—to work effectively.  All of this works together to create a product blended to support joint health naturally.

That’s why details matter to us

From my family to yours, I wish you…A Brilliant Life

Bek Nelson (Co-founder)

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