In a matter of weeks I went from a packed suitcase ready for Expo West to working at home (indefinitely) while my soon-to-be 3-year-old daughter was running circles around my 7-month-old son, and my wife was lesson-planning to teach high school students remotely. 
 
Following the news evolve at breakneck speed, it seemed like everything was coming to a screeching halt, including financial markets. This felt like wartime. 
 
As we went to press in mid-March, there were just over 8,000 deaths from COVID-19 around the world and more than 200,000 cases. As this issue was posted online there were over 90,000 reported deaths globally.  
 
It’s hard to know what impact the containment measures implemented now will do to slow spread of the coronavirus, and if they can buy time for healthcare workers to treat patients and scientists to find an off-ramp. 
 
Whatever the situation is as you read this, wherever you are, I imagine life is not what it was just a few weeks ago. Whether it’s health concerns for you and loved ones, economic upheaval, or important business decisions you’ve made, and will need to make in the near future, this pandemic will be personal for everyone.  
 
Given the nature of nutritional products, this industry will be in a unique position to deliver essential goods and services that consumers want and need to stay healthy. At the same time, as a market that has been thriving for many years, businesses and investors can make a difference to get the economy back on track. 
 
No one wants to seem like they are trying to profit off a disaster, so the messages companies convey will need to be considered thoughtfully, especially when it comes to marketing immune-support products. At the same time, we know there are bad actors who have been trying to make money off misfortune, and that reflects poorly on the industry at large. 
 
There will surely be new challenges ahead, alongside familiar ones—from supply chain management and integrity, testing and validation, weeding out the criminal opportunists, supporting innovation, and most importantly, delivering safe and effective health products to consumers around the world. 
 
Health comes first. We can figure the rest out together.