There's been a lot of talk over the years about equity, empowerment, parity…as an industry, we’ve known we can do better, and we’ve talked about what it takes to move in the right direction. Now, with the launch of Women in Nutraceuticals (WIN), a plan has been set in place to make a real difference.

WIN's core mission revolves around empowering women to unlock their personal and professional potential in the nutraceutical industry, says Heather Granato, WIN President and Founder of Nutrachievement Inc. “We have finessed the verbiage to ensure that we’re creating an environment that supports this effort—along with delivering tools, networking and more—while working in partnership with all genders. Together, the mission is to increase the number of women in leadership positions across every aspect of business, which we believe will help companies and the industry more broadly address myriad issues including product integrity, sustainability, innovation, and improving human health.”

Talk leads to action

The seed for WIN was planted in late 2021, following Vitafoods Europe and SupplySide West. “At the first event, I hosted a breakfast roundtable discussing the issues of gender equity in science, and the need for more focus on women’s health issues,” recalls Granato. “Julia Wiebe was one of the attendees, and was quite passionate about the topic. Just a week later, I moderated a session for Nutrition Capital Network around the need to invest in female-led businesses and the power of entrepreneurship; Jan Mills, Lynda Doyle, and Lauren Clardy were all part of the discussion, and after the event, we connected about whether we’d reached a tipping point on the issue. Certainly, we’d seen women’s networking events at industry events over the years, but it seemed we’d gather, have the conversation, and then disperse until the next trade show.”

This time, though, they did not let the conversation fade. “Into the start of 2022, we had several online meetings with a passionate core group of supporters, seeking to identify the opportunity at hand,” Granato shares. “By Expo West 2022, we had committed to forming a nonprofit around the cause of gender equality and empowering women to achieve their professional and personal potential. With foundational pillars to see more women in executive leadership, women in science, research in female populations, and funding for women-led and -founded businesses, we brought together our founding board and had our official ‘coming out’ at SupplySide West in 2022.”

Breaking down barriers

The team at WIN—including Granato, Karen Todd, RD, Chairperson; Jan Mills, Vice President; Lynda Doyle, Secretary; Doug Reader, Treasurer; and Directors at Large Karen Howard, Julia Wiebe, Ph.D., Anand Swaroop, Ph.D., and Crystal Webber—started tackling challenges. 

“The biggest barriers women face in the nutraceuticals come from structural and cultural challenges within the industry,” says Todd, Vice President, Global Brand Marketing at Kyowa Hakko USA. “One significant obstacle is access to funding and resources, especially for women who are looking to lead their own companies or bring new ideas to market. There is also a lack of representation at the board level, which limits the voice of women in key decision-making processes. Additionally, traditional gender biases, such as assumptions about women’s leadership capabilities or their role in work-life balance, still exist and can impact career advancement. Finally, networking opportunities for women are still evolving. While we’ve made strides, building connections in this industry has historically been easier for men. Organizations like Women in Nutraceuticals aim to dismantle these barriers by fostering a supportive community of men and women, amplifying women’s achievements, and advocating for equitable access to resources and opportunities.”

Granato is especially proud of WIN's Gender Diversity in Leadership survey. “Published in early 2023, this baseline survey was critical to ensure that we have data that compares our industry against the broader work landscape, as well as other industries. Sponsored by Informa, and conducted by NEXT, the survey gave us important data that substantiated our ‘gut feelings’ about the level of representation of women in leadership in this industry. One of our key initiatives for the next two to three years is a commitment to data and metrics across the organization, and we look forward to launching another survey project in 2025 with the intent to assess change over the three-year period.”

Another key initiative is WIN’s Launching Leaders mentorship program. Doyle, Chief Executive Officer, GRA Nutra Corp, explains, “The emphasis of our mentorship program is on ‘soft skills’ such as critical thinking, creativity, problem-solving, effective communication, interrelationships, empathy, attitude, and finally, how to function and present oneself in such a way that decision makers to see an individual as a natural leader ready to assume an executive position. These skills are not usually taught in books and are typically acquired through wisdom, experience, and positioning. We seek mentors who are industry veterans advanced in their career with significant experience, wisdom, and stature.”  

The pilot mentorship program in 2023/2024 was a success, Doyle says. “I am very excited about the results of the pilot and the impact it has had on our mentees. While it takes time to realize career advancement, we have seen long-term relationships develop between the mentees and their mentors, and we have seen increased self-awareness, self-confidence, and performance. For example, one mentee’s positive experience was validated in her performance review. Some of the mentees from the pilot program have joined the committee and are intimately involved in our second pilot which kicks off November 2024. We plan to expand the program to include mid-level management and are investigating additional programs for industry newcomers.”

One of the mentees who has now joined WIN's mentorship committee is Sara Rosário, Co-Founder of Rosapharma Consulting in Portugal. “I first learned about WIN early in its establishment through social media and news in the industry,” Rosário shares. “I recognized it as a wonderful initiative aimed at empowering women and addressing the existing gender gap. When I discovered that WIN would be offering a mentorship program, I promptly signed up as a WIN member and applied for the mentorship...As part of my entrepreneurial journey and in managing my consultancy, I understood the need to expand my network across different regions and improve my communication skills. Additionally, brainstorming with other CEOs and business owners would provide me with fresh perspectives. With clear goals in mind, I joined WIN’s program in November 2023. After six months of collaboration with my exceptional mentor, Pelin Thorogood, Co-Founder of Radicle Science, I successfully engaged internationally, attending events such as Vitafoods Asia and SupplySide West in the U.S. I also expanded my team and I was able to increase the number of clients in Rosapharma’s portfolio.”

Dr. Swaroop, President of Cepham, also spotlights the mentorship program as a point of pride, noting, “The mentorship program is aimed to address the gender gap in leadership roles within the nutraceuticals industry, where currently only 37% of leadership roles are filled by women, with even lower representation in C-suite (25%) and board-level (22%) positions.” He outlines 10 key ways this initiative is shaping women in the natural products industry:

1. Skill development: The six-month mentorship program focuses on improving soft skills crucial for leadership roles and advancement.
2. Career advancement: The program is designed to support senior-level women interested in advancing to C-suite and board positions. This helps create a pipeline of female leaders in the industry.
3. Self-awareness and confidence: The personal growth mentees gain is essential for career progression.
4. Industry-specific guidance: Mentors offer significant experience and understanding of the nutraceutical industry, giving mentees valuable insights specific to their field.
5. Networking opportunities: The program expands mentees’ networks and connects them with people who can help open doors.
6. Authentic self-marketing: Mentees gain insights into how to market themselves authentically for success in the executive world.
7. Reality check: The program provides a clear understanding of expectations, rewards, benefits, and realities of C-Suite leadership.
8. Diverse perspectives: By connecting mentees with experienced industry professionals, the program exposes them to new business practices and mindsets.
9. Support system: The initiative creates a community of leaders, providing ongoing support and guidance for women in the industry.
10. Inspiration and motivation: Mentors share their experiences and encourage mentees to speak up, ask questions, and take chances.

Partnering for success

Another effort Dr. Swaroop is especially proud of: “We launched WIN in India during Nutrify Today C-Suite Summit in 2023. The nutrition industry is rapidly growing in India with a rising number of women in the workforce. We hope to help shine light on women in the supply chain (from first mile harvest processing) to young entrepreneurs to rising professionals in the nutrition industry.” 

That launch is a shining example of the collaborative nature of WIN. “We all go further together than alone, and we’ve been quite fortunate to bring on many nutraceutical industry associations and nonprofits as our partners,” says Granato. “They amplify our messaging, share our vision, and have integrated the topic of gender equality into their own organizations. We’ve also identified organizations from other industries, including the food and chemical spaces, where there is potential to share learnings and showcase opportunities for career development and advancement. There is so much overlap among our industries that we should reach out, not only to the ones in the United States, but all around the globe. Gillian Fish, who is on our Advisory Council, also serves as a special officer to the board exploring geographic extension for WIN, and has given great insights on cultural sensitivities and the importance of measured expansion. Certainly, we have been fortunate in that respect to have Rajat Shah as our WIN India lead, and are seeing incremental interest in that fast-growing nutraceutical hub.”

All are welcome

WIN isn’t just about women—it’s about the collective success of this industry, and everyone has the opportunity to be on board with that. “I’d be remiss not to mention the multiple online and in-person networking events, which have brought together men and women in the industry to facilitate professional introductions and development—all with people who share our values around the power of gender equality to transform the industry,” Granato says.

Dr. Swaroop makes the case for why it is important for men to be involved:

Men often hold positions of power and influence in organizations. Their involvement and support are critical for driving meaningful change in policies, practices, and culture. As most leadership positions are still held by men, their active participation can accelerate progress towards gender equity.

Gender equity is not just a “women’s issue.” It benefits everyone in the workplace. When men participate, it signals that equity is an organization-wide priority, not a niche concern. This helps create buy-ins across the organization.

Men’s involvement leads to greater overall progress on gender equity initiatives. Studies show that gender diversity efforts are three times more successful when men are actively engaged.

It allows men to gain awareness of the challenges and barriers women face in the workplace. This increased understanding can help men become better allies and advocates.

Men can use their privilege and networks to create opportunities and open doors for talented women colleagues. This includes providing challenging assignments, constructive feedback, and access to influential connections.

It helps challenge assumptions and unconscious biases that may be limiting women’s advancement. Men can push back on stereotypes or unfair practices they observe.

Engaging men helps reduce potential backlash or resistance to equity initiatives. When men are involved as partners rather than feeling targeted, they are more likely to support change efforts.

It creates opportunities for men to model inclusive behaviors and serve as visible allies, which can influence other men to get involved.

“Your involvement can make a significant difference,” Dr. Swaroop adds. “By taking an active role in promoting gender equity, you have the power to create positive change not only in your workplace but also in society at large.” 

Where we are, and where we’re heading

“When I first entered the nutraceuticals industry, the landscape for women was more challenging in terms of visibility and leadership opportunities,” shares Todd. “At the time, it was rare to see women in executive roles, and there was limited support for mentorship and professional development geared toward women. However, over the years, I’ve seen a small shift. Women are now represented not only in executive positions but also in science, marketing, and other crucial roles across our industry. Although this is shifting in the right direction, we still have a long way to go. Organizations like Women in Nutraceuticals are pivotal in advocating for gender equality and in creating pathways for women to advance their careers, providing the support, mentorship, and visibility that were previously lacking. I’m optimistic that the future will bring even more female-led innovation and leadership. As our industry recognizes the importance of diverse perspectives, I believe we’ll continue to see growth in opportunities and a stronger commitment to equitable workplace practices.”

Dr. Swaroop says the industry-wide support WIN has received demonstrates progress, and notes that there’s growing recognition that diversity can drive innovation, improve decision-making, and positively impact financial performance.

Granato is especially pleased to see the dialogue and investment in women’s health research and product development. “Certainly, there is growing awareness globally on the importance of addressing perimenopause and menopause, and as women seek natural solutions, the industry is bringing products to market that have a positive impact on women’s health. There is a lot more dialogue around the importance of investing in people’s rights more generally across the supply chain. The topic of sustainability is quite broad, but one of the UN SDGs is focused on gender equality, and there are some tremendous stories of companies throughout the supply chain that are investing in supporting girls and women from field to production.”

That said, we aren’t where we need to be yet. Dr. Swaroop points out that women hold fewer than three out of 10 leadership positions in the industry, and fewer than two out of 10 CEOs are women. There are also concerns of pay gaps and lack of promotion. “Companies often fail to promote women to executive positions, creating a ‘broken rung’ at the first step up from entry level,” he explains. “Pay gaps still exist at middle management levels.” 

Add in pipeline challenges (Dr. Swaroop notes that not enough women are being cultivated into career paths that track for leadership roles); intersectionality issues (women of color face additional challenges, he reports, with 70% of women at board and senior leadership levels being white); insufficient data collection (the industry needs to improve the collection of demographic and diversity information to track women’s roles more accurately, he stresses); and work-life balance issues (lack of flexible work schedules and family-friendly policies can hinder women’s advancement, he says), and it’s clear to see we still have far to go. Indeed, he stresses, “We need to address future projects to address women in the supply chain across the world. Most of the work done by these incredible workforce is not getting the recognition and compensation it deserves.”

Granato raises another point of concern: “Interestingly, the most recent Women in the Workplace report from McKinsey found that companies are actually investing less in gender equity programs—everything from networks to mentorship. This is the time to accelerate the investment, to continue to support employees and build more inclusive teams. The data certainly shows that more inclusive, diverse teams have better financial performance and are more innovative. We’re seeking organizations that are doing unique things within their teams and companies to share those best practices so WIN can support the industry in this way. It’s also important to have the dialogue around the value of gender equality. One of our core values is that we believe that we will be stronger as an industry if all genders are actively engaged in respectful dialogue; WIN is a goal-oriented organization that is open to everyone, and it’s important that we build a welcoming environment for men and women to collaborate.”

Long-term, Granato says, WIN’s mission speaks to these goals, including:

• Supporting women to unlock their potential and achieve  career success—however they define that; 
• Increasing the number of women in leadership across every segment of business;
• Exerting a meaningful impact on long-term issues like health equality and sustainability. 

“We must invest to develop the tools and resources that support companies and individuals alike in creating a future of economic and social equality,” Granato says. “And our commitment to data and metrics will help us in identifying what else we need to provide to truly move the needle.” 

Ultimately, Granato adds, the goal is for WIN to be the voice of gender equality from the nutraceutical industry to the broader market. With the gains WIN has made in just two years, the positive spiral to generate even greater change is already in motion.  

Words of Wisdom

What advice would WIN leaders give to women entering the field today? “First, nutraceuticals is an evolving, wonderful industry with infinite opportunities,” says Doyle. “I’ve been fortunate to have wandered into this industry in 1989 and have spent 35 years learning and evolving with the industry because of some great mentors and long-term friendships. That being said, embrace the industry and don’t be afraid to be yourself. Seek out mentors early on, and be open in approaching them. Mentors will come from different walks of life and experiences, and you will have a variety of mentors throughout your career. And enjoy the industry and the relationships you build!”

Granato seconds that: “I’d probably give the same advice to anyone at any stage, which is to say ‘yes’ to opportunities and to be willing to ask for help. Both of these things can be intimidating, because it can be natural to not want to extend yourself or fail, or feel that you’re infringing on someone’s time or expertise. But, nothing ventured, nothing gained. I’ve been fortunate myself in the past few years of change to have had a whole community to support me, and when I’ve said yes to opportunities and asked for help, it’s been a great response.”

Read on for Dr. Swaroop’s list as a starting point to creating change.