it was just a bad consumer experience it felt bad and it was confusing as well as overwhelming. It felt just a little bit of a manipulative situation. So what we wanted to do was to take a look at how we could do something that was more consumer friendly - giving people the advice that they needed and to ultimately give them the knowledge on what was right for them. For me, my experience in a brick and mortar store, there are thousands of products on the shelves. I didn't know which ones would be right for me and the store clerk who was just being paid above minimum wage - didn't give me great confidence that he/she could provide the right information. So we spent just about over a year working with experts (nutritionists, naturopaths, doctors, academics) who were focused on the space to figure out what ar the different use cases for vitamins and supplements and what the use cases behind them and how do we help people to figure out what is right for them. That's how I, as a consumer who was trying to shop for the prod-
ucts myself, came to this. AM: This is so true. I have been going to places like GNC since I was in highschool as I know the types of vitamins/supplements that I need. Or if I was thinking of something new to try that it was a bit overwhelming to select from the choices. What struck me about your website is that you have a clean interface as well as descriptions of what it is as well as how it is beneficial to your body. How do you guys go about deciding what types of items will be offered for consumers? CE: One of the things that we found and started seeing in our research, we initially found was that we were only going to offer items that had scientific research and strong scientific support. One of the things that we found early on was that some things have scientific support and others don't. There are products like Vitamin D and Folic Acid that doctors have a lot of date and sup-