© CEOCFO Magazine -
CEOCFO Magazine, PO Box 340
Palm Harbor, FL 34682-
Lynn Fosse, Senior Editor
Steve Alexander, Associate Editor
Bud Wayne, Marketing
& Production Manager
Christy Rivers -
Paul Archer & Susan Archer
SUPA Naturals LLC
Interview conducted by:
Lynn Fosse, Senior Editor
Published – February 15, 2021
CEOCFO: Paul, what is the overall vision behind SUPA Naturals?
Paul: Susan and I founded SUPA Naturals back in November of 2019. The primary reason for starting the company was a result of a health journey that Susan was going through, which started in 2013. We started with traditional Western medicine but didn’t have much success there leading us towards exploring more holistic and natural approaches. Three years into this journey Susan received a diagnosis of Lyme disease. With no real treatment plan we were essentially left on our own to discover how to minimize symptoms and improve Susan’s quality of life. We discovered CBD products along the way and found they did have a positive impact.
While searching for CBD products we found a lot of inconsistency in quality and efficacy in the marketplace. We thought perhaps we could make better, high quality, consistent CBD products ourselves? After a lot of research, trial, and error we did just that!
CEOCFO: What is the key to a quality CBD product?
Paul: I think there are a few keys, consistency is one of them, of course, and that speaks to having a very high-
We use a supercritical carbon dioxide extraction process that separates the active cannabinoids from the solvents, the resulting oil is very pure. We send all our products to a third-
CEOCFO: What were the hardest pieces to put together?
Paul: The main challenge initially was the creation of the website, researching what products would be good to carry initially while understanding where we wanted to go in the long-
Ultimately, we had to build the website to not only be a vehicle to sell product, but also a source for educational material. Since the CBD marketplace is relatively new, there is still a need to educate people about what CBD is/isn’t, how the products are grown/processed, and how they can be used to improve the quality of our everyday lives.
CEOCFO: Do you find people are recognizing the need for quality and what constitutes quality these days?
Paul: Yes! We see that shift slowly happening, but it is hard for the consumer because of the large number of products available in the marketplace today. For instance, if you type in “CBD oil” into a Google search you will find pages and pages of similar looking products. If you dive into the results a little deeper, you’ll see that the average cost per mg of CBD can range from about $0.03 to $0.15. Factors that affect the quality of the product and hence the price are: quality of the hemp (is it non-
This is part of the education process for us; to explain to the customer how they will get better outcomes by choosing high quality products like we produce at SUPA Naturals.
CEOCFO: Have you found a way to educate? Have you identified something that grabs people so when they read those one or two lines, they will say “oh yes I understand now”?
Paul: I think that is a work in progress. We have been publishing blogs since our inception, typically two per month, so we have built quite a broad library of information. We look at what is happening in the world today, what is trending, and we try to look ahead to see where else we can really improve our educational component. We try our best to anticipate questions that people will want to ask.
The marketplace is evolving, things like water-
CEOCFO: Would you tell us about water-
Paul: It is an interesting area. CBD typically is used in an oil-
For instance, in having a water-
CEOCFO: How do you help your customers decide which products might be best for them?
Paul: We are constrained by FDA regulations about making medical-
On our website we have a quiz that you can take, and it guides you through the process of defining how you are looking to help your body/mind and it will ask you questions such as; if you are looking to help yourself or a pet? If you prefer to take products in a liquid form or something that is topical? It will ask you up to four questions to help guide you towards the product which might be the most useful for you. The quiz is a nice, quick way for a novice CBD user to figure out what product might be the most effective for them. If you have more time available and want to read our blogs, there is plenty of information there for you so that you can understand in more depth, the ways in which different products can be best used.
CEOCFO: Which products get the most traction and what particular products are you surprised do not get the interest they deserve?
Paul: I think all the products get traction. There is different approachability for our SUPA products. For instance, our cooling gel, which is a product that is useful for sports recovery, is one that is very approachable. You put it on and almost instantly you get a cooling effect on your muscles. It has a positive effect on you right away and then the CBD kicks-
The topical products are just more user friendly since people are more amenable to putting CBD products onto their skin rather than taking something orally or in liquid form. Those products are much easier to talk to people about. Our cooling gel and body butter products are both THC-
Our massage oil is one of our favorite products and it is amazing, literally! And who doesn’t love a good massage? Our SUPA oil gives you that familiar massage oil feel, but after the massage is over, the CBD kicks-
Susan: One of the products that we thought would sell well that has not, are the capsule. This is surprising to us because with the capsules, you can be very precise on the dosing and it is convenient to carry with you. It does not have any taste and you can take it with water while on the go.
CEOCFO: How do you decide which products to add or what to take out and what type of inventory do you need to maintain?
Paul: We add products based on customer feedback and by what is going on in the marketplace. Water soluble products became more popular last year, next year it may be CBG. We try to keep up with, or ahead of the latest trends.
So far, we have not taken any products out of our lineup that we launched with. As Susan mentioned, the capsules were more disappointing in terms of sales and I think we will try the usual things and have a clearance sale and try to educate people more on the capsules. If it has an impact, then great! But if not, then it probably means we will take them out of the product lineup at some point.
Susan: We have been seeing a lot of excitement around gummies recently! We have a citrus flavored one which has been doing great and just added a strawberry flavor! They are both delicious and we are excited because they are great gifts for Valentine’s Day coming up! The strawberry gummies are pink, so it goes along with the Valentine’s theme nicely. It is quite possible that we add some other flavors of gummies in the future. Our gummies are an approachable product that people feel less intimidated by when new to CBD and the fact that they taste like candy are vegan and completely natural is something we are happy about!
CEOCFO: What type of inventory do you maintain?
Paul: It varies by product because we try to predict based on what we think it is going to do well. We typically have on-
CEOCFO: Do you deal with retail stores, sell wholesale, strictly onsite?
Paul: Our website is our main storefront and that is where we put our energy in terms of advertising, marketing, and education. We do also have wholesale customers. We have been spending a lot of time recently working with spas around the country, trying to get them to carry the massage oil, cooling gel and the body butters, which are very popular so that has been a good wholesale area for us to concentrate on.
We also have affiliate sales, and we work with other retailers out there to sell our products directly. We do quite a bit of local retailing too. We work with spas, coffee shops, and similar businesses. We also are interested in pet stores; as we have a pet tincture called “Bailey’s Best”, so we are looking at this area as another retail opportunity. This line was created in honor of our Bernese Mountain dog, Bailey.
CEOCFO: Do you find that people are drawn to Susan’s personal story; does that help in gaining interest for your products?
Paul: Certainly! There are a lot of CBD companies out there and it can be hard to differentiate oneself. But I do feel that having Susan’s journey detailed on the website is important because it helps to personalize the company and a lot of people are able to connect with Susan’s story, based on struggles they might be experiencing in their own lives. Susan and I both feel deeply passionate about continuing to bring our CBD products to people and helping them live “A SUPA Life”, as our mission states.
CEOCFO: How is business?
Paul: 2020 was an interesting, non-
Some of the things that have been good for us as a small business is that some of the tradeshows that are typically held throughout the country have become available to us. Before COVID, they would be hard for us to attend because we would have to leave home for a few days, bring plenty of product for our booth, and of course, finding childcare for our kids while we would be gone. So, a lot of the shows have actually converted to a virtual format this year. That has been fantastic for us because we can stay home and put a video together. We can interact with people on Zoom calls and it allows us to showcase our products in a more intimate setting, in a way that we could not have done probably last year or even next year. That has been a great advantage for us.
The disadvantages are things like local retailing, where we would go in and talk with potential clients and interact with people on a personal basis, which is now a lot little harder to do. People are a little wary about having others around them, understandably so. Small business owners in general are hurting, so they are less willing to take risks on new product lines, so that has been a negative.
Overall, the company performance for last year has been like we had expected, but also not as expected because things have changed all around us. We have a balance where some things have been positive, and some things have been negative, but for SUPA Naturals, 2020 overall, has been a good year!
CEOCFO: Why choose SUPA Naturals LLC when there are so many products available?
Paul: We have an outstanding product line. We have products for your pets, for you and your family, for older and younger generations. We have topical products, edible products, and we have oil; all of which can improve your everyday standard of living. We also have very potent, high-
You can see from our website and testimonials that the products work very well for people in many different circumstances. We stand out because of that; we also stand out because we take the time to educate people and give them enough information so that they can make good positive decisions for their health as well as those they care about. We are in this business to really make a difference and our goal is to truly help people live their best SUPA lives.
SUPA Naturals LLC, Paul Archer and Susan Archer, CBD Oil Producers, Water Soluble CBD Oil, Starting with Non-
“Susan and I both feel deeply passionate about continuing to bring our CBD products to people and helping them live “A SUPA Life”, as our mission states.”