Balchem teams up with New York Jets on VitaCholine ingredient

Ingredient supplier Balchem has partnered with the New York Jets around its ingredient VitaCholine. The pairing will help Balchem publicize the ingredient, particularly within the U.K.

Hank Schultz, Senior Editor

May 3, 2024

2 Min Read

At a Glance

  • Balchem has teamed with the New York Jets in a unique partnership.
  • The pairing is centered around the use of Balchem’s VitaCholine ingredient.
  • In recent years, the need states for choline have extended beyond pregnancy into cognition and energy.

Balchem has announced a new partnership with the New York Jets that was unveiled as part of a strong earnings report.

The partnership was a first for both organizations. It was the first such tie-in featuring VitaCholine, while on the Jets’ side it was the first time the NFL team had entered into a relationship based on a nutritional ingredient.

The partnership was announced yesterday both via a press release and as a line item in Balchem’s first quarter 2024 earnings report.

Vibrant earnings report

Balchem, based in Montvale, New Jersey, reported $239.7 million in overall revenue, which was a 3.1% increase from the year before. The nutritional side of the business accounted for $152.7 million of that total, and sales in that sector were up more than 15% compared to the first quarter of 2023.

Those gains helped balance out steep drops in the company’s animal nutrition and specialty products divisions.

“This is a pivotal moment for both choline and particularly VitaCholine, as awareness of the many health benefits of the essential nutrient continues to expand,” said Dominik Mattern, VP of marketing, business development and science at Balchem. "Choline's crucial role in pregnancy has been well established by experts. Now, with emerging clinical evidence showcasing its positive effects on adult mental performance and physical wellness, it's an ideal time to embark on this dynamic partnership with the New York Jets."

Jeff Fernandez, VP of business development and ventures at the New York Jets said, “This exciting new partnership with VitaCholine is unlike any other brand collaboration that we have ever conducted. There is a renewed awareness of nutrition and self-care emerging all around us, and VitaCholine, along with its parent company Balchem, are committed to making the world a healthier place. It is rare to have the opportunity to align with such an innovative company.”

International reach

The Jets partnership could be particularly significant for Balchem as it seeks to expand the message for the ingredient into foreign markets. The NFL — which is actively trying to expand its worldwide fan base — has a program in which teams bid for exclusive rights to foreign markets. Starting in 2022, the Jets secured rights to the U.K. market, which is also by happy coincidence one of the easier overseas markets for U.S.-sourced supplement ingredients.

About the Author(s)

Hank Schultz

Senior Editor, Informa

Hank Schultz has been the senior editor of Natural Products Insider since early 2023. He can be reached at [email protected]

Prior to joining the Informa team, he was an editor at NutraIngredients-USA, a William Reed Business Media publication.

His approach to industry journalism was formed via a long career in the daily newspaper field. After graduating from the University of Wisconsin with degrees in journalism and German, Hank was an editor at the Tempe Daily News in Arizona. He followed that with a long stint working at the Rocky Mountain News, a now defunct daily newspaper in Denver, where he rose to be one of the city editors. The newspaper won two Pulitzer Prizes during his time there.

The changing landscape of the newspaper industry led him to explore other career paths. He began his career in the natural products industry more than a decade ago at New Hope Natural Media, which was then part of Penton and now is an Informa brand. Hank formed friendships and partnerships within the industry that still inform his work to this day, which helps him to bring an insider’s perspective, tempered with an objective journalist’s sensibility, to his in-depth reporting.

Harkening back to his newspaper days, Hank considers the readers to be the primary stakeholders whose needs must be met. Report the news quickly, comprehensively and above all, fairly, and readership and sponsorships will follow.

In 2015, Hank was recognized by the American Herbal Products Association with a Special Award for Journalistic Excellence.

When he’s not reporting on the supplement industry, Hank enjoys many outside pursuits. Those include long distance bicycle touring, mountain climbing, sailing, kayaking and fishing. Less strenuous pastimes include travel, reading (novels and nonfiction), studying German, noodling on a harmonica, sketching and a daily dose of word puzzles in The New York Times.

Last but far from least, Hank is a lifelong fan and part owner of the Green Bay Packers.

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