Black-owned Naturade brand lands in Costco – video

Every natural products brand wants to hit it big. Here’s the story of one brand that just gained entrée to the big (box) time.

Todd Runestad, Content Director,

January 28, 2021

BIPOC brand Naturade targets diabesity with plant-based powders. The company had been laser-focused on the Black population. With high-quality ingredients and GMP-certified production, this on-point brand was able to get a shot at the best big box retailer in the country. Watch CEO Claude Tellis and CMO Kareem Cook sit down with senior editor Todd Runestad as they discuss the challenges and sweet smell of success:

  • The shocking indignities they experienced along the way of being a Black-owned company.

  • What sweet success looks like now—sales figures, time horizons, new demographic markets opened, and flying over the hurdle of Costco’s No. 1 concern.

  • How hoops legends Magic Johnson and Grant Hill—along with strong assists from a pair of women on the back end—have helped this company earn the spotlight.

Click here to listen to this video as a podcast. 

About the Author(s)

Todd Runestad

Content Director,, Natural Products Insider

Todd Runestad has been writing on nutrition science news since 1997. He is content director for and Natural Products Insider digital magazines. Other incarnations: supplements editor for, Delicious Living!, and Natural Foods Merchandiser. Former editor-in-chief of Functional Ingredients magazine and still covers raw material innovations and ingredient science.

Connect with me here on LinkedIn.


Todd writes about nutrition science news such as this story on mitochondrial nutrients, innovative ingredients such as this story about 12 trendy new ingredient launches from SupplySide West 2023, and is a judge for the NEXTY awards honoring innovation, integrity and inspiration in natural products including his specialty — dietary supplements. He extensively covered the rise and rise and rise and fall of cannabis hemp CBD. He helps produce in-person events at SupplySide West and SupplySide East trade shows and conferences, including the wildly popular Ingredient Idol game show, as well as Natural Products Expo West and Natural Products Expo East and the NBJ Summit. He was a board member for the Hemp Industries Association.

Education / Past Lives

In previous lives Todd was on the other side of nature from natural products — natural history — as managing editor at the Denver Museum of Nature & Science. He's sojourned to Burning Man and Mount Everest. He graduated many moons ago from the State University of New York College at Oneonta.


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