Anthony Almada

Background

About Anthony Almada

I have worked in the natural products industry since 1975, in all facets of the value chain: from retail health food store to co-founder and co-leader of multinational brands. I was the co-founder and past-president of EAS (formerly known as Experimental and Applied Sciences—architects of the creatine “category” AND evidence-based sports nutrition). I have a BS in Physiology/self-designed minor in Nutritional Biochemistry from CSU Long Beach and a Master of Science from Berkeley with a research focus on Nutritional/Exercise Biochemistry. I have co-designed and collaborated on over 50 university-based clinical trials, ranging from HIV/AIDS-related muscle wasting to muscular diseases to osteoarthritis to weight/body composition change, many with a brand/ROI-centric thrust. My early corporate experience with Metagenics (before being named Metagenics), through its formative first five years (mid-late 1980s), infected me with a passion for EVIDENCE (vs. evangelism) I approach "marketing", positioning, innovation, and demand creation in a unique,"dual-headed" way. I excel at CREATING categories (not just DISRUPTING), translating Science into Sales, IP into Profits, and Storytelling (In Person, Online, On Air, On Label, On Demand, At Event) that resonates across age, bias, continent, and education. Marketing and Messaging always win; adding in the right Evidence and Kevlar®-wrapped IP can transform a win into a World Cup victory. I have led IMAGINutrition, Inc, a nutritional technology think tank consultancy, since 1997. Our focus has been on innovation, technology transfer, IP strategy, assessment, and enforcement, strategic and consumer/corporate/patient-relevant clinical trial design & orchestration, and evidence-driven demand creation activities (marketing, advertising, branding, messaging, and public relations). We have worked with concept stage to multinational businesses in the dietary supplement, food, beverage, personal care/cosmetic, & pet food industries.