Wharton alumni develop online vitamin service
Wharton graduates Craig Elbert and Akash Shah launched a service last month aimed at guiding customers to purchase the right vitamins, according to Philadelphia Magazine.
Care/of, the graduates’ business, presents users with an online quiz that assesses their goals and purpose for taking vitamins. It then selects the supplements according to customers’ preferences and delivers monthly portions.
The most remarkable aspect of the Care/of, however, is its dedication to transparency and honesty. The priority on informing customers of the products' ingredients and the amount of research behind the various vitamins stand in stark contrast to the muddled information provided by most vitamin and supplement distributors.
“What’s changed is, increasingly, consumers are demanding to know more about what we’re putting into our bodies and we want to understand how everything is made,” Elbert told Philadelphia Magazine.
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