EP 32 - How Transparency and Quality Control Are Changing the Natural Products Industry - Élan Sudberg

Élan M. Sudberg is CEO of Alkemist Labs, a passionately committed contract testing laboratory specializing in plant and fungal authentication and quantitative analytical services to the food & beverage, nutraceutical, companion animal and psychedelic industries. He holds a degree in chemistry from California State University Long Beach, and has authored numerous articles on phytochemistry and analytical techniques for the natural products industry. Elan is on the AHPA board, was founding chair of the Cannabis Committee, and now chairs the Psychedelic Plants & Fungi Committee. Other boards he serves on include the United Natural Products Association (UNPA) Executive Advisory Committee. He is a Pharmacognosy and Natural Products Chemistry Advisor to the American Herbal Pharmacopoeia. The industry has honored Elan and his company in 2019 with NutraIngredients-USA NutraChampion award for advocacy of best testing practices, and the Nutrition Business Journal (NBJ) award for Efforts on Behalf of Industry in 2022.  ----  Élan M. Sudberg shares his 30-year journey in botanical testing, the importance of quality control, and how transparency can revolutionize the industry. Discover insights on testing methods, building a company culture, and enhancing consumer confidence in natural products.  Chapters  00:00 Roots of Passion: A Natural Upbringing  03:08 The Birth of Alkemist Labs: From Garage to Industry Leader  05:55 Navigating Challenges: The David vs. Goliath of Labs  09:06 Expertise and Innovation: What Sets Alkemist Labs Apart  11:55 Understanding Testing: Identity, Potency, and Contamination  14:55 Building Consumer Confidence: The Importance of Transparency  17:47 Outcomes Assured: Marketing Quality in the Industry  22:02 Testing and Quality Assurance in the Industry  25:21 Company Culture and Leadership Values  31:43 The Importance of Work-Life Balance  32:00 Passion for Quality and Integrity  37:44 Health, Wellness, and Personal Life  38:24 The Need for Transparency in the Industry    Élan Sudberg: https://www.linkedin.com/in/elan-sudberg-62b7774/  https://www.alkemist.com/  Contact Liesl Bernard:  liesl@leadingforwellness.com  https://www.linkedin.com/in/lieslbernard/   www.leadingforwellness.com