Andy HniloFounder & CEO of Alitura Naturals

💰It’s NOT All Cost | The Alitura Difference💯

20 Jul 2023

Watch on YouTube

YouTube video featuring Andy Hnilo in a conversation about product formulation, manufacturing pricing strategies, and consumer education. Andy criticizes industry practice of designing products around target price points set in corporate boardrooms rather than starting with formulation; he describes entering the industry without that mindset, focusing on making the product first and learning from manufacturers. The discussion highlights tension between cost-driven manufacturing decisions and product/health-focused formulation choices.

I think it takes education of consumers to really start changing it. So it's.
It's all cost, and it's ridiculous. It all comes down to cost. When I was formulating these products, I remember meeting with manufacturers and they're like, well, what do you want the price point to be? I'm like, I know, let's just make the product and then we'll figure it out. Like, I didn't. That's. That's not how it goes. You have. It's all built down from a boardroom and get perfect profit numbers already. I didn't know. Luckily, I'm so glad I came into it as ignorant as I did or not knowing as much as I did, because, I mean, I'm still working with a lot of the same manufacturers, but they respect the heck out of how I went into it. But it's completely different than how any other formulator or any other company that they've worked with. I mean, it just makes complete sense to me if you're trying to heal yourself.