If you eat your greens and swizzle superfood smoothies, you may think you're getting your nutritional needs met. You could be right, but it turns out 90 percent of us are falling short of our recommended daily dose of key vitamins and minerals. Certain types, like D, are almost impossible to get in high quantities through diet alone, and the benefits of adaptogenic herbals and botanicals, as well as probiotics, are most powerful when harnessed in high-concentrate capsules.
All this points to the importance of supplements, but Craig Elbert, CEO of Care/of, a bespoke supplement subscription service launching today, says in an unregulated industry, it can be difficult to discern the fresh, pure, and potent from the hocus pocus. "There's broken trust," he says. "What we saw when we looked at the vitamin market was confusion around the products available and, frankly, a lot of bad actors." Elbert's start-up aims to supercharge healthy diets with the right combination of vitamins, minerals, and botanicals personalized to each client.