Excited to introduce our 2024 August Trailblazer, Karen Howard! As the CEO of the Organic & Natural Health Association since 2014, Karen has led pivotal discussions and actions, championing causes like defining “natural” and promoting sustainable practices. With four decades of healthcare policy experience, Karen’s unwavering commitment has elevated the association to a top industry position.
If you could change one thing about our industry, what would it be, and why?
We need to change our definition of success. It is rate-limiting. Our current reliance on sales forecasts for specific products and ingredients to measure growth is solely reliant on sales data for the predominantly white and female market we serve. Sustainable growth thrives with meaningful outcomes, which can only occur if we set an intention to address the health disparities in minority and underserved populations; disparities that are directly correlated to limited access to healthy foods and dietary supplementation. This is true for pregnant women of color who suffer from substantially higher rates of pre-term birth, and dramatically low vitamin D levels. It is also true for the overall category of women’s health. Despite the fact the primary purchasers of supplements are women, we spend far less money and time on women’s health and research. Such an approach demands that we actively utilize measurement tools and outcomes-based research that will once and for all negate unsubstantiated claims that supplementation has minimal impact on health status.
Describe a project or initiative you’re currently working on that you’re particularly passionate about. What makes it stand out?
Being a part of the founding Board of Directors for Women In Nutraceuticals (WIN) is an extraordinary privilege and opportunity. In the early 90s I had the honor of being elected to the board of Women in Government Relations, which was founded in 1975. I am astonished it has taken until now for WIN to exist, which speaks to the enthusiasm for this new organization. I love using my long history in non-profit work to support WIN and my female colleagues who want a place to learn, collaborate, partner, and excel, personally and financially, in the industry we all care so deeply about. Our efforts to institutionalize mentoring, create programs to advance opportunities in the C-suite, expand available capital for investment in women-owned businesses, and take action to expand scientific research….it’s a beautiful thing. What makes this work stand out is that we are honoring seven generations. The three generations that pioneered our industry, the one in which we currently stand, and the three generations to come, many of whom we will never know.
In your opinion, what emerging technology or trend will have the most significant impact on our industry in the next three to five years?
“Katie bar the door!” The quiet infiltration of synthetic biology into the nutraceutical industry could become our Achilles’ heel. We lost the war on this subject when it was declared that only products that contained DNA from genetically modified organisms require a label declaring it contained bioengineered ingredients. You’ll see this on many airline snacks. Finding that DNA is a challenge, though one we at the Organic & Natural Health Association believe we can accomplish. Thus far, the financial success of these products is minimal (no company in this area is publicly traded). However, we do know that these products contain dozens of unidentified proteins. The government’s willingness to declare GRAS status for these products could subject consumers to the risk of unknown allergens, or worse. Do we really need synthetically derived astaxanthin, or cannabis? At a minimum, disclosure must happen to ensure the integrity of our supply chain and the trust of consumers.
For more insights about Karen Howard, check out her book, “Upset is Optional: Say Goodbye to Unnecessary Suffering” (March 2024). insights.