Brand marketers must consider multiple important factors when bringing a product to the forefront. One of the key elements in providing superior food supplements is finding the right manufacturer. Gabe Rivera shares information about cost analyses, transparency, warning signs, and much more to ensure a smooth partnership.
While some food supplement brands handle everything around their products from formulation and ingredient sourcing through production and distribution, many more seek out contract manufacturers and private label firms to support their ideation and go-to-market strategy. For these firms, selecting the right partner is essential for success. Whether it's compliance, quality control, good response time, certification, safety, or transparency, strong partnerships with proven manufacturers help keep supply chains intact. Matevz Ambrozic, the marketing director for PharmaLinea, knows this all too well. Responses to inquiries are crucial in terms of responsiveness, speed, and professionalism. Thus, an important question to ask yourself is—will the supplier be there to offer you support when issues arise? “The way you are treated is an immediately good indicator of how the relationship will go moving forward,” he says. “So, for example, if they don't respond right away, that's typically not a good sign.” He also advises brand owners to not solely look at cost when choosing a manufacturing partner. “You have to look at what's beneficial in the long run,” Ambrozic adds. “If you hire a manufacturing partner for a cheap cost, and later you find a recall situation, it will cost you more in the long-term. … The entire relationship must be based on education and information regarding the science behind the product, the formulation, the clinical trials and stability studies.” In Ambrozic's experience, solid information and proactive delivery to the brand owner builds long-lasting relationships because it helps the brand owner reap successful promotions. Ambrozic also warns to be aware of other red flags. For instance, he states: “If you're only getting the product handed over without any education, and if 'it's just product and no service, that's a red flag because the brand owner will have to do all the digging themselves.”
It’s important to note how important it is to look for manufacturers with established partnerships with raw material suppliers. Here are some questions to consider:
Though no one is immune to supply chain problems, you can minimise risks by partnering with proven manufacturers that have done their homework. In addition, communication transparency is extremely important. For instance, always look out for an overpromising company—when unrealistic timelines are set, that should be an immediate red flag. At times, there could be manufacturers that promise to deliver in weeks. But can the manufacturer deliver a product you can confidently offer your customers in weeks? Will that have given time to fully conduct lab and QC testing? Brands must be cognizant of whether suppliers can take the time to do the testing and provide the paperwork. Eric Van Velsen from Sports Ingredients shares the perspective, and offers some practical advice: “If you feel that your manufacturing company is guiding you towards your ultimate goal of good transparency, and can advise you on effective formulations, that's a good sign. … When a manufacturer is on top of current trends and is visible in the industry, then that could also be a good indicator. [And] if a manufacturer can help finance the stock, that’s a big bonus.”
