Steve Siegel is vice president at Ecuadorian Rainforest. He has contributed to the company since its inception, primarily focusing on marketing and advertising. Mr. Siegel is the driving force behind the company’s evolution. Through his various projects and  aggressive marketing and advertising plans, Ecuadorian Rainforest has grown tremendously. A New Yorker by way of New Jersey, Mr. Siegel is actively involved in many volunteer organizations. For the past eight years Mr. Siegel has been involved in the Big Brother and Big Sister program as a mentor. In addition, as a pet lover, his involvement in the ASPCA comes naturally. In 2011, he launched Ecuadorian’s pet line, Napoleon’s Choice, which is named after his seven year-old miniature poodle. Proceeds from pet ingredients go to various pet related charities. Mr. Siegel spent a year lecturing on business negotiations and meeting tactics at WSB-National Louis University in Poland. He earned a BA in  journalism and advertising at Northeastern University in Boston, MA, and integrated marketing communication, Emerson College, Boston.
  
Health E-Insights: What are the top two metrics to which your company pays the closest attention?
 
Mr. Siegel: The key metrics, among many, that Ecuadorian Rainforest focuses on are client relationships and cost and inventory control. Ecuadorian Rainforest is celebrating its 15th year in business. Since the beginning, the company has always placed a heavy emphasis on supplying quality ingredients that are ethically harvested. In terms of quality, Ecuadorian Rainforest realizes that meeting state and federal food and drug regulations says that you are committed to passing a periodic review to ensure that your business continues to operate. However, when a company creates its own standards and enforces them on a weekly basis, that company is apparently committed to the clients themselves and to the quality of what people put into their bodies. Ecuadorian Rainforest exemplifies the latter scenario. This system of quality allows us to retain clients for years rather than being a one-off supplier of ingredients. The company was founded by a native Ecuadorian. It is through this direct link that not only is the company introducing ingredients from South America and beyond, but also supporting the people behind the ingredients. I believe this ties-in with cost and inventory control. With our direct relationship with our South American and other partners, we are able to negotiate very competitive pricing and pass this along to our clients. In addition, this valuable relationship lends a hand to maintaining a consistent inventory. Not only are we offering competitive pricing, but we are also a reliable source of raw materials
 
Health E-Insights: Where will the most significant growth occur in the company in the next few years?
 
Mr. Siegel: With each year the industry evolves. What’s popular one year may not be so popular the following. Ecuadorian Rainforest is not a company that capitalizes solely on trendy ingredients. For over 15 years, the company has created a strong base of tried and true ingredients that will serve consumers for years. Manufacturers realize this and purchase from Ecuadorian Rainforest year after year. However, those new ingredients will always be in our catalog. It is through the company’s diverse catalog that we will see growth year after year. We’re hiring. Despite the sluggish economy, we’ve continued to see sales grow and have needed more talented individuals to join the Ecuadorian Rainforest family.
 
Health E-Insights: If you could change one thing about the supplement business, what would it be?
 
Mr. Siegel: I do not simply work in the industry, I believe in it too. I believe in natural ingredients and their ability to improve one’s life. That said, as a consumer of natural products, I would want conventional medical training to include a mandatory course on dietary supplements. In my opinion, there is little support from the medical community. There should be more of an alliance between physicians the natural products industry. Patients and consumers alike would all benefit.
 
Health E-Insights: Who has had the biggest influence on your life?
 
Mr. Siegel: It’s hard to pick just one influence on my life. I’d rather say the people I’ve worked with here at Ecuadorian Rainforest. Each individual, from administrative to the warehouse, all play an integral part at making the company successful. Every single one has a unique story that adds perspective to my life. We are each a spoke in the big wheel and without just one, we cannot roll on.
 
Health E-Insights: Is there something about you people would find surprising?
 
Mr. Siegel: Not really. I tend to live my life openly and honestly. As a fan of travel, I do make it a point to work from a city somewhere around the world for one month, so that I can soak up some culture and think of new and exciting ideas for Ecuadorian Rainforest.
 
Sheldon Baker is well-known for creating nutraceutical brand marketing and public relations campaigns. For Health E-Insights interview consideration, contact him at Baker@CentralValleyTalk.com. And follow him on Twitter @NutraInk.