#192: Shawn Wells and Dustin Elliott #2: NNB Nutrition's Pure, Potent, Precise Revolution

We’re back at SupplySide Global 2025 as Shawn Wells and Dustin Elliott from NNB Nutrition return for Episode #192 of the PricePlow Podcast. Since Episode #152, NNB has undergone a dramatic transformation, fully committing to precision fermentation and launching their Pure Potent Precise campaign that’s reshaping how the supplement industry thinks about ingredient quality, potency, and manufacturing. Filmed directly from NNB’s stunning new booth at SupplySide Global, this conversation explores the company’s evolution from novel ingredient supplier to industry thought leader driving pharmaceutical-grade supplement innovation. Shawn and Dustin detail their strategic shift toward 99%+ pure compounds, fermentation-based manufacturing, and microdosing strategies that deliver unprecedented efficacy while solving sustainability challenges. The episode showcases NNB’s OnSwitch concept beverage, discusses their Pürest Creatine and Pürest Collagen launches, and dives deep into why isolated compounds often outperform whole herbs for modern formulation. We also tackle the controversial question of whether commodity creatine quality is declining as demand skyrockets, explore microplastic contamination in supplements, and preview three mystery ingredients launching with exclusive brand partners. Subscribe to the PricePlow Podcast on your favorite platform and sign up for NNB Nutrition news alerts on PricePlow before diving in. https://blog.priceplow.com/podcast/nnb-nutrition-pure-potent-precise-192 Video: NNB Nutrition’s Precision Fermentation Revolution with Shawn Wells & Dustin Elliott https://www.youtube.com/watch?v=aFSQpMdQyXI Detailed Show Notes: Pure, Potent, Precise – NNB’s Industry Evolution (0:00) – Introduction and Mike’s Party Foul (1:15) – SupplySide Global 2025 and Industry Growth (3:45) – The NNB Party: Validation and Networking (6:45) – Building the NNB Dream Team (9:45) – OnSwitch: The Mind-Body Resilience Formula (12:15) – The Birth of Pure Potent Precise (15:45) – Potency: Reaching New Performance Levels (18:00) – Precision: Eliminating the Noise (21:45) – 6-Paradol vs Whole Grains of Paradise (24:30) – The SalidroPure Success Story (27:30) – Strategic Phase-Out of Non-Pure Compounds (29:00) – MitoBurn and Ergothioneine: Proof of Cost Efficiency (30:45) – The Spaceship Booth: Differentiation and Brand (33:00) – The Podcast Room and Booth Functionality (35:15) – Location Strategy: Learning and Evolving (37:45) – Cold Approaches from Major Retailers (38:30) – Pürest Creatine: Disrupting a Commodity Market (40:45) – The Safety Question: Yesterday’s Data vs Tomorrow’s Quality (43:15) – The Dose and Exposure Argument (45:30) – Third-Party Testing Proposal (48:30) – Total Toxin Exposure Philosophy (50:00) – Fermentation: The Clean Manufacturing… Read more on the PricePlow Blog