Sheldon Baker09.02.11
Prior to joining Aker BioMarine Antarctic U.S. as vice president of business development, Mr. Norton was chief operating officer of AM Todd Botanical Therapeutics, president and chief operating officer of Sabinsa Corporation. He also spent 15 years in various manufacturing, quality control and purchasing capacities with Nature’s Herbs/Twinlab. A natural products industry veteran with 30-plus years experience, Mr. Norton has been involved in many aspects of dietary supplement and ingredient business activity as well as industry trade association participation.
Health E-Insights: Would you agree the krill market seems to becoming quite competitive?
Mr. Norton: There is no question that a significant increase in visibility of late is generating renewed interest in krill—it is experiencing explosive growth in an already steadily growing omega 3 category. More consumers are experiencing the physical benefits of krill oil’s unique phospholipid omega 3 composition, and smaller capsule dosage and improved stomach tolerance are leading to better compliance. Aker BioMarine is also pleased with our successful NDI and GRAS Notifications from FDA. There are several other reasons why Aker is viewed by many as being the leading krill oil supplier. We are primary in harvesting krill for human consumption. We employ a sophisticated Eco-Harvesting method, which virtually eliminates all unwanted by-catch. We work closely with WWF-Norway in developing and executing best in class operational and environmental practices in our fishery and we are the only krill fishery to have received the globally recognized Gold standard Marine Stewardship Council certification for sustainability in our operations. Aker also continues to commit substantial resources to scientific research leading to new product development and health benefit applications.
Health E-Insights: In 50 words or less, why does a company buy your products?
Mr. Norton: Krill oil’s phospholipid-bound omega 3s offer different benefits than other omega 3 sources. Phospholipids are cell food. Every cell in every living thing is made up of a phospholipid bilayer. Phospholipid omega 3 fatty acids are immediately recognized by the body and are put straight to use in the body’s cells. This is a uniquely efficient delivery system and it is exclusive to krill oil. Greater bio-efficiency goes hand in hand with smaller dosing. Consumers who are used to choking down giant capsules to get their daily dose of omega 3s are thrilled to find that Superba Krill oil capsules are less than half the size of typical omega 3 supplements and are easy to swallow. Krill’s unique phospholipid omegas provide a significant positive impact on blood lipids and mental acuity.
Health E-Insights: Where will the most significant growth occur in the company in the next few years?
Mr. Norton: The phospholipid nature of krill gives us many avenues to pursue in supplements, food and pharma. Plus new indications such as joint health, women’s health and metabolic syndrome will open the door to new offerings not just in natural products, but also in new channels such as food and beverage, companion animals, and nutri-cosmetics, to name a few. Also, new delivery systems such as single-dose supplement shots will offer new opportunities.
Health E-Insights: Do you feel product branding is important in your ingredient arena?
Mr. Norton: Yes, and this is becoming ever more difficult with outliers—i.e., the companies that invest nothing in product development, claims substantiation or market development. These outliers just provide substandard products and claim to have the same product for less. Well it is not the same, and this only impinges on new innovation. Quality marketers want to deliver quality products to consumers. The other challenge is radical marketers. If you are marketing with hyperbole or lies, the whole industry gets hurt when the consumer has a negative experience with a product. Clinically proven and substantiated products rely heavily on brands to help consumers differentiate and build confidence and trust. This is especially true in our domestic regulatory environment with safety and compliance, and internationally where valid evidence can result in specific benefit claims.
Health E-Insights: Seen any good movies lately?
Mr. Norton: Why was it really good? I’ve never been much of a movie guy. But I am looking forward to the release of Happy Feet 2 later this year. They will be introducing two new characters, Krill 1 and Krill 2, played by Matt Damon and Brad Pitt. I’m definitely hitting the theater for this one.
Health E-Insights: Do you sing along while at the traffic light with foolish abandon?
Mr. Norton: Is there any other way? There is nothing like cranking up the classic rock and morphing into REO Speedwagon, Boston, Styx, Journey and the likes to recalibrate once in a while. Ahh, they sure don’t make music like they used to.
Sheldon Baker wants to interview you. For more information contact Sheldon at Sbaker@BakerDillon.com. And visit his website at www.BakerDillon.com.
Health E-Insights: Would you agree the krill market seems to becoming quite competitive?
Mr. Norton: There is no question that a significant increase in visibility of late is generating renewed interest in krill—it is experiencing explosive growth in an already steadily growing omega 3 category. More consumers are experiencing the physical benefits of krill oil’s unique phospholipid omega 3 composition, and smaller capsule dosage and improved stomach tolerance are leading to better compliance. Aker BioMarine is also pleased with our successful NDI and GRAS Notifications from FDA. There are several other reasons why Aker is viewed by many as being the leading krill oil supplier. We are primary in harvesting krill for human consumption. We employ a sophisticated Eco-Harvesting method, which virtually eliminates all unwanted by-catch. We work closely with WWF-Norway in developing and executing best in class operational and environmental practices in our fishery and we are the only krill fishery to have received the globally recognized Gold standard Marine Stewardship Council certification for sustainability in our operations. Aker also continues to commit substantial resources to scientific research leading to new product development and health benefit applications.
Health E-Insights: In 50 words or less, why does a company buy your products?
Mr. Norton: Krill oil’s phospholipid-bound omega 3s offer different benefits than other omega 3 sources. Phospholipids are cell food. Every cell in every living thing is made up of a phospholipid bilayer. Phospholipid omega 3 fatty acids are immediately recognized by the body and are put straight to use in the body’s cells. This is a uniquely efficient delivery system and it is exclusive to krill oil. Greater bio-efficiency goes hand in hand with smaller dosing. Consumers who are used to choking down giant capsules to get their daily dose of omega 3s are thrilled to find that Superba Krill oil capsules are less than half the size of typical omega 3 supplements and are easy to swallow. Krill’s unique phospholipid omegas provide a significant positive impact on blood lipids and mental acuity.
Health E-Insights: Where will the most significant growth occur in the company in the next few years?
Mr. Norton: The phospholipid nature of krill gives us many avenues to pursue in supplements, food and pharma. Plus new indications such as joint health, women’s health and metabolic syndrome will open the door to new offerings not just in natural products, but also in new channels such as food and beverage, companion animals, and nutri-cosmetics, to name a few. Also, new delivery systems such as single-dose supplement shots will offer new opportunities.
Health E-Insights: Do you feel product branding is important in your ingredient arena?
Mr. Norton: Yes, and this is becoming ever more difficult with outliers—i.e., the companies that invest nothing in product development, claims substantiation or market development. These outliers just provide substandard products and claim to have the same product for less. Well it is not the same, and this only impinges on new innovation. Quality marketers want to deliver quality products to consumers. The other challenge is radical marketers. If you are marketing with hyperbole or lies, the whole industry gets hurt when the consumer has a negative experience with a product. Clinically proven and substantiated products rely heavily on brands to help consumers differentiate and build confidence and trust. This is especially true in our domestic regulatory environment with safety and compliance, and internationally where valid evidence can result in specific benefit claims.
Health E-Insights: Seen any good movies lately?
Mr. Norton: Why was it really good? I’ve never been much of a movie guy. But I am looking forward to the release of Happy Feet 2 later this year. They will be introducing two new characters, Krill 1 and Krill 2, played by Matt Damon and Brad Pitt. I’m definitely hitting the theater for this one.
Health E-Insights: Do you sing along while at the traffic light with foolish abandon?
Mr. Norton: Is there any other way? There is nothing like cranking up the classic rock and morphing into REO Speedwagon, Boston, Styx, Journey and the likes to recalibrate once in a while. Ahh, they sure don’t make music like they used to.
Sheldon Baker wants to interview you. For more information contact Sheldon at Sbaker@BakerDillon.com. And visit his website at www.BakerDillon.com.
