Frank Jaksch
Analyst · Harburn Enterprises. Your line is open
So, I will highlight two of them. That's a very good question, actually, because education is – most of the time it is hard to sell product at retail because if the bottle is just sitting there, staring at you at the face, it doesn't tell you anything, right? So, we're going to be relying on, in particular I would say in that regard, Thorne Research from a -- who sells direct to physician. They sell through the physicians' channel, so a physician can tell the story, okay? And if you take BPI, though, if we go to retail, BPI and the first product from Specialty Nutrition Group are the best examples because both of those companies are preparing a lot of educational material. In the case of the GNC product, Greg Horn's group at SNG have pulled together very technical briefs that are used to then train the staff at GNC so they can then push that information to customers. But, again, that's a very new – that program has only been in place really since December. But there is – it is a very education-driven model that SNG has with their first product, the NIAGEN product they have at GNC. BPI, a slightly different twist because they are not going to be able to have that, call it, training that you could do at the GNC chain if you have a product on the shelf at Wal-Mart or Walgreens. They're going to relying more on educational materials in terms of videos, YouTube videos, social media, advertising, and various other things that are going to come into play with the type of style that they are going to use in terms of educating or drawing customers to the value of nicotinamide riboside with the benefits of their products. And, again, those are two very new examples of that, but -- and then, there is a third piece. ChromaDex also is in the process of trying to garner some media attention to the science. Science drives media attention, media attention brings consumer awareness, and that's a very important element of what we have to do as a company to drive awareness toward the benefit of our ingredient nicotinamide riboside. So, those are the – at least an update on that aspect of it, but education is a huge piece of it, no doubt about it.