Recently, just before the Taarifs struck, I observed a troubling trend among customers in the medicinal mushroom sector: the relentless quest for “cheap” raw materials. Although no one explicitly asks for “low quality at a low price,” the implication is clear—and concerning. When it comes to nutritional supplements, particularly those that affect health and well-being, prioritizing price over quality can have significant repercussions.

It’s tempting to dismiss this as simply “the way business works” or to repeat the notion that “price is king.” However, in our industry, this mindset can lead to real-world consequences. The market is saturated with inferior raw materials offered at rock-bottom prices. Many of these products provide minimal or no health benefits and, in some cases, may even be harmful.

Additionally, a concerning marketing trend is emerging: one that overlooks scientific rigor and employs language that is poor. Instead of emphasizing measurable active ingredients and established standards, we are witnessing narratives focused on branding and vague promises. The result? Products that boast impressive labels but deliver little in terms of efficacy.

A Lesson from Olive Oil

Years ago, I worked in the olive oil industry, where counterfeiting—especially during periods of low yield—was rampant. The counterfeits became so sophisticated that many could pass basic tests. However, something remarkable occurred: the industry united to combat this issue.

Farmers, marketers, and regulators came together to:

• Implement traceability systems for varieties and growing methods

• Publish data on yields and expected prices

• Raise consumer awareness

As a result, counterfeiters found fewer places to hide, and consumers became more informed. While the problem hasn’t entirely disappeared, it is now easier to identify and access trustworthy, high-quality olive oil.

What Should the Supplement Industry Learn?

Chasing lower prices at the expense of quality is undermining the foundations of our industry. By catering to price demands without defending standards, we are eroding trust, efficacy, and long-term viability—creating an autoimmune disorder within our sector.

Five-Point Plan for Real Change

1. Educate Relentlessly

Could you share studies, data, and analyses?. Promote testing methods and establish a common language for raw material quality.

2. Champion Transparency

Discuss growing costs, extraction techniques, and the value of various cultivation methods openly. Help buyers understand why some materials cost more—and why they should.

3. Empower the Customer

Encourage consumers to ask better questions: What active compounds are present? What extraction method was used? Is there clinical data to support these claims?

4. Support Independent Testing

Promote third-party testing and share results—illuminate discrepancies between marketing claims and scientific facts.

5. Take Responsibility as Industry Stewards

We are not just suppliers or marketers; we are part of the healthcare ecosystem. Our mission comes with the responsibility to prioritize quality, safety, and impact over short-term profits.

Final Thoughts

If this message makes you uncomfortable, that’s a positive sign. It means we care—and if we care, we can initiate change. The future of the supplement industry belongs to those who compete based on value, transparency, and trust—not only on price.

Let’s start the conversation:

What are you observing in your corner of the industry?

Where do we go from here?

Share your thoughts below. Together, let’s build an industry that stands for quality, safety, and genuine health outcomes.