Marketing a transparent supply chain is the icing on the cake of achieving knowledge of a brand’s sourcing, but 24 Stories’ Todd Pauli notes a company must speak to consumers in engaging terms.

Sandy Almendarez, VP of Content

June 11, 2019

After a food or supplement brand does the hard work of cleaning up and truly understanding its supply chain, it’s eager to get the work out to its consumers, who are increasingly interested is spending money on products they can trust. But that story may be too technical and complex for a distracted consumer. The key is finding the right information and for each marketing channel, according to Todd Pauli, founder and managing partner, 24 Stories.

In this podcast with Sandy Almendarez, editor in chief, INSIDER, Pauli covers:

  • How brands can “act like journalists” to discover the compelling stories in their supply chains.

  • Why investing in relationships with consumer influencers can reap better ROI (return on investment)

  • Why brands should save technical information for their websites, and use user-friendly terms on social media.

Links and resources:

This podcast was recorded at SupplySide East in April 2019 in Secaucus, New Jersey. Got feedback? Email Sandy at [email protected], or tweet to @NatProdINSIDER using the hashtag #INSIDERPodcast.

About the Author(s)

Sandy Almendarez

VP of Content, Informa


• Well-known subject matter expert within the health & nutrition industry with more than 15 years’ experience reporting on natural products.

• She cares a lot about how healthy products are made, where their ingredients are sourced and how they affect human health.

• She knows that it’s the people behind the businesses — their motivations, feelings and emotions — drive industry growth, so that’s where she looks for content opportunities.

Sandy Almendarez is VP of Content for SupplySide and an award-winning journalist. She oversees the editorial and content marketing teams for the B2B media brands Natural Products Insider and Food and Beverage Insider, the education programming for the health and nutrition trade shows SupplySide East and SupplySide West, and community engagement across the SupplySide portfolio. She is a seasoned content strategist with a passion for health, good nutrition, sustainability and inclusion. With over 15 years of experience in the health and nutrition industry, Sandy brings a wealth of knowledge to her role as a content-focused business leader. With specialization in topics ranging from product development to content engagement, creative marketing and c-suite decision making, her work is known for its engaging style and its relevance for business leaders in the health and nutrition industry.

In her free time, Sandy loves running, drinking hot tea and watching her two kids grow up. She brews her own “Sandbucha” homemade kombucha; she’s happy to share if you’re ever in Phoenix!


Speaker credentials

Resides in

  • Phoenix, AZ


  • Arizona State University


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