Content Provider for Newsweek
Rob Robillard

Rob Robillard

CEO
Country Life
03 February 2025

What brought you to Country Life, and how has your experience been so far?

I joined Country Life in April 2024, so I’ve been here for about eight months now. What attracted me was the incredible growth and consumer interest in wellness, coupled with the unique positioning of Country Life's three powerful brands. It felt like the perfect opportunity to drive growth for a company with a 53-year history, a solid foundation, and immense potential.

My enthusiasm has only grown since I started. Everything I hoped for in this role has proven true—I'm deeply inspired by the upward trajectory of the wellness category, the strength of our brands, and the team we’ve built at Country Life. I’m confident that we’re set for significant growth and continued success.

How does Country Life balance innovation with a commitment to high-quality, clean ingredients?

Innovation plays a critical role, but in the natural wellness space, the approach is more deliberate than in industries like beauty, where I’ve worked before. Consumers demand trust and credibility, especially when it comes to ingestible products like supplements. At Country Life, we’ve built a portfolio of 300 exceptional SKUs, and much of our focus has been on maximizing the impact of these existing products.

That said, we’re also exploring meaningful innovations. For instance, we recently re-launched a line of USDA-certified organic Realfood Organic multivitamins, which is a step toward offering supplements entirely derived from organic food sources. This is a market differentiator that aligns with our commitment to transparency and quality. While we’re cautious about introducing too many new products too quickly, we aim to deliver innovations that consumers can truly trust and benefit from.

What trends in wellness and supplements are you focusing on as part of Country Life's strategy?

One major trend is the growing importance of e-commerce and platforms like Amazon. Consumers now expect supplements to be available when and where they want them, often with two-day delivery. While the natural channel remains essential for education and customer acquisition, e-commerce complements this by offering unparalleled convenience.

In terms of product trends, gut health is a standout. Our Gut Connection line has been a market leader, leveraging proprietary technology to address gut health across all ages. Weight management is another key focus, with an emphasis on balanced lifestyles supported by essential vitamins, minerals, and supplements. Additionally, the demand for USDA-certified organic products reflects a growing consumer desire for transparency and high standards in what they consume.

How has the acquisition by Lion Equity Partners shaped Country Life's strategy and future?

Lion Equity Partners’ acquisition of Country Life was transformative, providing the resources and independence needed to unlock our full potential. As part of the Kikkoman conglomerate, we were a stable, heritage brand, but becoming a standalone entity has given us the flexibility to innovate and grow.

With Lion Equity Partners’ support, we’ve gained capital for expansion, expertise in navigating the transition, and a long-term vision for scaling the business. Their backing also opens the door for strategic acquisitions, allowing us to broaden our brand portfolio beyond Country Life, Biochem, and Desert Essence. This positions us to strengthen our presence in new segments while leveraging our existing infrastructure and expertise.

How does Country Life maintain its high standards of quality while scaling to meet demand?

Owning our own manufacturing facility on Long Island has been key to maintaining quality. From the beginning, quality has been a core value for Country Life, and this commitment remains steadfast as we expand. For instance, while we’re currently operating on one shift, we have plans to scale up by adding additional shifts and capacity while ensuring no compromises on our stringent standards.

We’ve retained all the certifications that have defined our reputation, such as NSF GMP certification, and approach every expansion with quality at the forefront. Our guiding principle is simple: stay true to the values that have earned us the trust of our consumers.

What is your long-term vision for Country Life, and how do your core values guide that vision?

The ideal future for Country Life is one where we remain deeply connected to our core value: trust. Our Pledge of Integrity ensures that every product we deliver meets the highest standards of quality, consistency, and transparency. We aim to expand our distribution and enter new segments while staying true to our heritage of producing naturally derived, high-quality products.

Growth will come not only from reaching more consumers but also from innovating in form factors and categories that align with their needs. Whether it’s through organic supplements, clean beauty products, or premium proteins, our focus will always be on delivering products that consumers can rely on time and time again.

How do you address the issue of trust in a crowded supplement market with so many competitors?

Trust is built through transparency, education, and consistent quality.

In the natural channel, we partner with retailers like Whole Foods, Sprouts, and independent stores where staff are trained to educate consumers about our products. These retailers set high standards for what they carry, ensuring that customers receive guidance and access to trustworthy brands like Country Life.

We also encourage consumers to consult their physicians before starting any supplement regimen. Supplements can have a significant impact on health, and it’s important that individuals understand their specific needs. By fostering informed decision-making and offering products backed by decades of integrity, we ensure our customers feel confident in choosing Country Life.

How does Country Life approach the growing demand for protein and its role in wellness?

Protein is another area where trust and quality matter. Not all protein is created equal, and many products on the market prioritize quantity over quality. At Country Life, we focus on premium whey protein isolate, which offers superior quality compared to cheaper alternatives. We emphasize educating consumers about what’s in their products, from protein content to sugar levels and flavoring sources, so they can make informed decisions.

The natural channel plays a critical role here as well, setting standards for products and helping customers navigate the complexities of the protein market. By aligning with these standards, we reinforce our commitment to quality and consumer trust.

How do you see Country Life evolving in the wellness space over the next 20-30 years?

The future of Country Life lies in staying true to our core values while growing in a way that meets the evolving needs of consumers. This means delivering high-quality, naturally derived products across more segments and distribution channels. It also means continuing to innovate, whether through organic certifications, new delivery formats, or sustainable practices.

Our Pledge of Integrity will always be the foundation of our business. By staying focused on what consumers want—products they can trust, backed by transparency and consistency—we aim to lead the wellness space for decades to come.