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While it’s logical for wellness-oriented brands to capitalize on the vacuum left by the FDA, opportunism does not necessarily entail longevity. How each brand answers questions about growth, scale and supply chain should harmonize with its value system. If a company seeks to become the next million-dollar beverage brand, it will have to reject small-batch production to raise capital and expand operations quickly. Other brands that want to grow thoughtfully and with purpose are better suited to staying small.

Because consumers will respond differently to brands based on their respective value systems—someone who makes their own kombucha will likely favor small-batch production and natural ingredients, as opposed to an early-adopter consumer who is more likely to embrace tech-driven brands—wellness-oriented companies need to fine-tune a manufacturing and growth strategy congruous with brand identity and values.

This section of Wild, Wild Wellness, is accompanied by the following sections:

Visit the Wellness Report homepage to explore how wellness-oriented brands can achieve a clean bill of health by employing transparency, as well as mission-guided growth and scale to build trust with consumers and survive in the long term.

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