Sheldon Baker06.04.10
Michael Chernyak is the founder of CK Nutritional Ingredients (CKNI), a Toronto, Canada-based marketer of innovative science-based raw materials to the natural health products industry. Michael (and CKNI) help Canadian manufacturers and marketers of NHP's and functional foods/beverages to tap market opportunities by leveraging unique evidence-based ingredients, including gaining product license approvals and optimizing health claims.
Health E-Insights: As an ingredients importer and distributor in Canada, how easy is it to work with US-based companies?
Mr. Chernyak: It is very easy, provided the U.S.-based supplier understands and appreciates the value of a Canadian partner. Canada is a unique market that requires specialized knowledge, intense focus and unwavering commitment. Once a U.S.-based supplier realizes that it can attain substantially better results in Canada with far less effort by aligning itself with an established Canadian importer/distributor, subsequent execution generally unfolds with ease.
Health E-Insights: Do you consider the FDA a friend or foe?
Mr. Chernyak: More foe than friend. For instance, U.S.-based ingredient suppliers are surprised to learn that what flies in the U.S. does not necessarily fly in Canada since our natural health product regulations are more stringent. One example is a dietary supplement requires pre-market approval in Canada whereas no such approval is required south of the border. This, at times, can make it challenging for us to drive home the point that Canada is a longer and tougher road (not necessarily a bad thing as it limits the impact of the "bad actors" in the business, for one). However, more recent enforcement efforts by the FDA such as crackdowns on those making unsubstantiated health claims are serving to help level the playing field, so that our U.S. partners now get it when we describe the regulatory challenges we face in Canada. With that said, those challenges can be converted to opportunities with proper strategic planning.
Health E-Insights: In your opinion, what’s the hottest new ingredient in the supplement marketplace today?
Mr. Chernyak: That's a tough one. There are some outstanding ingredients with compelling health benefits and strong scientific backing. One that we find is gaining significant traction is D-Ribose. Although not a new ingredient per se, it has emerged from relative obscurity to become a leading component of formulations that target fatigue. As baby boomers age, they are looking for real energy without stimulants, and D-Ribose delivers this. D-Ribose leader Bioenergy Life Science has done a fantastic job both in marketing and science. Some other hot new ingredients from our perspective are NEM, a clinically-proven joint health ingredient made from natural eggshell membrane, Ganeden BC30, a highly stable probiotic that can be baked, boiled and frozen and BLIS K-12, a novel probiotic that targets oral health.
Health E-Insights: What is the worst business mistake you’ve made that you learned from?
Mr. Chernyak: I haven't made a mistake yet...just kidding. I've made my share, however the one that stands out the most was a decision to hire a very average salesperson for a very important position because I could get him on the cheap. He ended up being very costly in the end because he did not have the high-level skills that were required for the position, and therefore could not get the job done. I learned from that mistake by eventually replacing him with a seasoned executive who was far more expensive up-front, but delivered outstanding results that made him seem like a bargain when it was all said and done.
Health E-Insights: If you had the opportunity, what famous person would you like to have coffee with?
Mr. Chernyak: Steve Jobs of Apple Computer—a man far ahead of his time.
For more information and interview consideration, contact Sheldon Baker at sbaker@bakerdillon.com or visit his website at www.bakerdillon.com.
For more information and interview consideration, contact Sheldon Baker at sbaker@bakerdillon.com or visit his website at www.bakerdillon.com.
