Rob Fried, CEO of ChromaDex and Founder of Tru Niagen®

ChromaDex has achieved significant success. What do you believe has been the driving force behind that? Could you discuss the strategies or approaches that have contributed most significantly?

The core reason behind ChromaDex’s success lies in our underlying philosophy. Our commitment to truth and integrity is at the heart of everything we do. We believe that the most effective way to establish trust with our stakeholders is by consistently being a trustworthy company. While it is easy to claim trustworthiness, it is far more challenging to embody it. This requires a long-term investment of time, resources, and people, rather than opting for short-term opportunities that may appear more immediately rewarding. It necessitates a steadfast belief that operating with consistency and integrity will, over time, earn us the trust of others—much like the development of personal relationships.

From a tactical perspective, our focus is on being the gold standard in what we refer to as the NAD space. NAD, or nicotinamide adenine dinucleotide, is a coenzyme present in every living cell and is essential for critical metabolic functions within the cell. The more we understand about NAD, the more we recognize its importance to human health, particularly as we age. Our approach involves not only learning about NAD but also understanding how to elevate, measure, and control it across various tissues and organs. We have invested countless years into researching NAD and its precursors, assembling a team of world-class experts to support our efforts. As a result, we are well-positioned to leverage the growth of NAD not only in the dietary supplement sector but also in a variety of other commercial areas. We don’t consider ourselves just a dietary supplement company; we are an NAD company, dedicated to advancing knowledge and applications of NAD for the betterment of human health, particularly in the context of aging and metabolic stress.

Could you provide a more detailed explanation of what sets ChromaDex apart in the market, particularly in terms of your NAD precursor services?

Increasingly, the research community, influential figures, and the media are recognizing the crucial role NAD plays in energy metabolism and cellular repair. Aging, in essence, is the result of accumulated molecular damage and the diminished ability of our cells to repair that damage. While damage begins the moment we are born—such as the skin cells affected by sun exposure—it is only when we age that our ability to repair this damage diminishes. NAD plays a central role in this process. When cells are damaged, NAD levels decrease as the body directs this vital resource toward repairing or mitigating the damage. NAD is also essential for mitochondrial function, energy metabolism, and the overall functioning of various organs.

As such, NAD is profoundly impactful, not just for humans but for animals as well. We believe that by safely elevating NAD levels, particularly during periods of physiological stress or as we age, we can significantly enhance the body’s ability to heal and age gracefully. This creates vast opportunities across numerous sectors. Our focus is on ensuring that we are the most trusted, knowledgeable, and capable provider of NAD precursors, with the best understanding of how to elevate NAD and its various applications. We are not merely a dietary supplement company; we are an NAD company, with a vision to impact a broad range of industries, including pharmaceuticals and skincare.

How would you describe ChromaDex’s core offerings, and what differentiates them in the competitive landscape?

The growing awareness of NAD’s significance in energy metabolism and cellular repair has propelled both the scientific and consumer interest in this field. As we age, the body becomes less efficient at repairing molecular damage, and NAD plays a pivotal role in this process. The challenge, therefore, is to elevate NAD levels in the body to aid in cellular repair and energy production. We are committed to being at the forefront of research into NAD and its precursors, particularly nicotinamide riboside chloride, or Niagen. Niagen is the most effective NAD precursor in the world, and we offer it primarily through our consumer product, True Niagen, which is sold online, with some limited retail presence, particularly in Asia.

Additionally, we have expanded into a new business vertical: offering Niagen via intravenous (IV) infusion and injection through healthcare providers and age-management clinics. This new offering, which has taken years to develop, is pharmaceutical-grade and has undergone rigorous studies to ensure its safety and efficacy. This marks a significant step forward in our mission to enhance human health through the elevation of NAD. We also foresee opportunities for expansion into pharmaceuticals and skincare, where we believe NAD plays a critical role.

In light of the rapidly evolving dietary supplement market, how do you perceive the competitive environment, and what distinguishes ChromaDex from other market players?

The dietary supplement industry has grown considerably over the past three decades, but much of this growth has been driven by lowered barriers to entry rather than innovation. With the rise of online retail, virtually anyone can start a supplement business, often circumventing the stringent regulatory requirements that ensure product safety and efficacy. This has led to an influx of companies making misleading claims and selling substandard products. The reality is that many companies do not meet the standards set by the FDA, which makes it difficult for consumers to discern which products are safe and effective.

ChromaDex differentiates itself by strictly adhering to regulatory standards and investing in scientific research. We have an extensive portfolio of peer-reviewed clinical studies that demonstrate the safety and efficacy of our products. While the industry is crowded with opportunistic companies that often cut corners, we focus on innovation and long-term trust. Our strength lies in our commitment to quality, research, and science, which positions us as the most trusted brand in the NAD space.

What are the primary advantages that ChromaDex holds in the marketplace, and how do you navigate the challenges presented by competition?

Our greatest advantage is our ability to innovate. While many companies in the dietary supplement space have focused on the basics, ChromaDex has invested heavily in understanding the science behind NAD. We continue to build on this foundation by developing new products that improve lives and maintain the integrity of our brand. Over time, as consumers become increasingly aware of the benefits of Niagen and the trustworthiness of the True Niagen brand, we are confident that early adopters will continue to propel our growth.

Looking forward, where do you see the greatest potential for growth in ChromaDex’s development strategy?

Our future strategy revolves around building a trusted and loyal brand, one that customers can rely on for quality and efficacy. We see the expansion of our business into areas like pharmaceuticals and skincare as complementary to our existing product lines. Each vertical supports the others, contributing to the overall growth of the Niagen and True Niagen brands.

How does ChromaDex approach the acquisition of new partners, and what is your strategy for maintaining these important relationships?

We approach our partnerships with the same philosophy we use for our customers: trust. Our partners know that we are committed to their success, and we will always go the extra mile to ensure that they succeed. We understand that businesses evolve, and when market dynamics change, we adapt to support our partners. However, when we encounter partners who fail to uphold their responsibilities, we are prepared to take action to protect our intellectual property and shareholder interests. We are proud to work with some of the most reputable companies in the industry, including Sinopharm, Nestlé, and Watson’s, and we take great care in selecting the partners we collaborate with.

As a final thought, Rob, what message would you like to convey to the community and your readers about ChromaDex?

I encourage everyone to learn more about NAD and its critical role in supporting cellular health, particularly as we age or face metabolic stress. It is vital to make informed decisions about the products you use, and to choose companies that are transparent about their research and production processes. ChromaDex is committed to providing safe, effective products backed by rigorous science, and we are confident that as consumers become more educated, they will continue to trust us as a leader in the NAD space.

I urge everyone to consider trying True Niagen for themselves. It is not a product that merely passes through your system; it is designed to enhance your body’s performance, particularly during times of stress or as you age. If you value your health—and the health of your loved ones—this is a product worth considering.