Elan Sudberg: Reflections on the 2025 SupplySide Global Trade Show

I hit the road at dawn to make it to the all-day American Herbal Products Association (AHPA) Board of Trustees meeting, where I had the privilege of contributing to real, positive change within the botanical sector of our industry. That early start set the tone for another incredible SupplySide experience.

The next morning began with our biannual early breakfast with my longtime friend Stephen Daniels, followed by the UNPA members meeting and then the honor of joining the Unfiltered: Politics, Policy, and Profit in the Future of Supplements, Foods, and Beverages panel on the Innovation Stage, moderated by the amazing Sandy Almendarez. The discussion was lively—at times heated—but Blake and I played nice, and I stayed centered on what truly matters: the growing progress toward a healthier, more transparent America under Secretary Robert F. Kennedy Jr. and the Make America Healthy Again (MAHA) movement.

While some get caught up in the noise or politics, I wanted to highlight the real momentum that’s building. People are waking up, asking sharper questions, and realizing their collective power—especially in how they choose to spend and support. I’m proud to have represented that message on stage, standing for integrity, logic, and better health for all.

As if that wasn’t enough, the week was packed: meetings with potential strategic partners, more AHPA sessions, and the always-energizing AHPA reception. The following morning brought breakfast with the legendary Shawn Wells, who continues to pioneer the supplement industry with unfiltered thought and novel formulations, an on-camera interview at the booth, and a few rounds of mini golf at the What’s Up With Supps party. We wrapped the evening with our traditional Bouchon dinner alongside my amazing sales team—a perfect close.

Then, in true Elan fashion, I was up at dawn again, driving home just in time for the Alkemist Labs Halloween party and a night of trick-or-treating with my kids.

It was a whirlwind, but I wouldn’t have it any other way. Industry progress, connection, and family—life is good.