A special edition of the topline report for retailers from the Council for Responsible Nutrition (CRN), the leading trade association for the dietary supplement and functional food industry


Supplement OWL one-year anniversary marked by significant growth

This month marks the one-year anniversary of the launch of the Supplement OWL (Online Wellness Library) dietary supplement product registry—an industry-wide, self-regulatory initiative designed to help provide a robust and more complete picture of the marketplace for regulators, retailers, and industry stakeholders. Since its public launch on  April 27, 2017, the Supplement OWL has grown to include more than 10,000 labels from approximately 86 brand names and continues to build on the momentum. Are the brands you sell in the OWL?  Are your store brand labels in yet? For more information, contact Gisele Atkinson, VP, Quality & Technical Affairs, CRN  ( / 202-204-7671).



Leadership for sustained growth

In October 2017, the Supplement OWL formed an Advisory Board to build on successes and find new ways to optimize user and participant experience. Click here for more on the Advisory Board.

Supplement OWL underscores accountability to consumers

ConsumerSafety_0.jpg“The Supplement OWL is a clear demonstration of what can happen when industry chooses to collaborate and speak with a united voice,” said Steve Mister, president & CEO, Council for Responsible Nutrition (CRN), the leading trade association for the dietary supplement industry. “We all have the same goal: consumer safety. Working together to bring the OWL to fruition, we are helping regulators keep bad actors off the market, giving retailers a new tool to curate their product offerings, and underscoring our industry’s accountability to consumers. Responsible companies recognize the importance of registry participation and understand what the absence of labels suggests. If a company is not willing to be transparent, it’s only natural to wonder what they’re hiding. I’m confident that as the OWL enters its second year, soon the majority of responsible industry will be represented.”

Year of the OWL

ads_0.jpgCRN launched a six-month industry-wide ad campaign in January 2017, to build awareness of the Supplement OWL—garnering 2 million+ impressions. In addition to the ad campaign, CRN brought the Supplement OWL to life with a costumed owl mascot and falconer at trade shows and events across the country, garnering increased exposure and recognition. 


The bird is the word

Since its launch, the Supplement OWL appeared in:

  • 100 articles published in industry trade press, reaching more than 1.4 million viewers
  • 17 presentations and demonstrations to lawmakers, regulators, retailers, and 
  • other industry stakeholders
  • 6 industry-wide webinars

Industry-wide support

These groups publicly stated their support for the Supplement OWL in the months following its launch:

  • American Botanical Council (ABC)
  • Consumer Healthcare Products Association (CHPA)
  • Natural Products Association (NPA)
  • NSF International
  • Tom Aarts, founder and co-chair of the NBJ Summit
  • United Natural Products Alliance (UNPA)
  • American Herbal Products Association (AHPA)

Leadership for sustained growth

In October 2017, the Supplement OWL formed an Advisory Board to build on successes and find new ways to optimize user and participant experience. The Supplement OWL Advisory Board brings together stakeholders from all corners of the dietary supplement industry:

Jeff Brams
Garden of Life

Michael Cleary, Ph.D.

Mike Devereux
Nature’s Way

Randy King
New Chapter, Inc.

Carlotta Mast
New Hope Natural Media

Steve Mister

Guru Ramanathan, Ph.D.

Pam Walker


Duffy MacKay, N.D.

Alec Miller

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