Karena K. Dillon has served as president of the Consultants Association for the Natural Products Industry (CANI) for over 10 years, guiding the organization through an expansion to better meet the needs of the industry as it matures. CANI is a not-for-profit membership association that offers specialized professional services to help ingredient and retail products manufacturers, distributors, retailers and industry organizations thrive in the natural products marketplace. She also is president of the Baker Dillon Group, a California-based total involvement marketing consulting firm that creates, produces and directs brand marketing strategies aimed at developing awareness, building image, enhancing credibility and generating greater sales opportunities for its clients. Karena can be reached at [email protected]. The website is www.CANI-Consultants.org.

Health E-Insights: Do supplement industry companies embrace the use of consultants?

Ms. Dillon: Most companies have used consultants at some point in their efforts to enhance and develop their business. Regretfully many corporate decision makers select a consultant who is not qualified or does not have the expertise to meet their needs. For a successful relationship between the company and consultant to occur, it is imperative to seek experienced and vetted professionals from a reputable source. The Consultants Association has provided qualified experts to the natural products, nutraceutical, personal care and food industries for 20 years.

Health E-Insights: How does CANI assist industry companies?

Ms. Dillon: CANI members offer specialized professional services to help manufacturers, distributors, retailers and industry organizations thrive in the nutraceutical marketplace. As a non-profit association comprised of numerous consulting firms, the Consultants Association provides the expertise and capabilities to help companies make the decisions that will grow their business and achieve success.

Health E-Insights: Do you think virtual trade shows may make traditional shows obsolete?

Ms. Dillon: Virtual or online trade shows can enhance and expand the value of the traditional trade show venue by providing access to larger and more diversified audiences. Use of the Internet to provide greater interaction between attendees and exhibitors can only be a win-win situation for all participants. The value added benefit is the continuous availability through the virtual trade show to allow participants ongoing access to companies and services throughout the year via archived content.

Health E-Insights: What’s your fantasy job?

Ms. Dillon: To someday own a Pilates studio.

Health E-Insights: I understand you like to dance?

Ms. Dillon: Yes. Dancing is laughter for the soul. It provides an emotional and physical outlet to express yourself in an alternative dimension from everyday life.

For more information and interview consideration, contact Sheldon Baker at [email protected] or visit his website at www.BakerDillon.com. And check out his blog at www.NutraInk.com.