
S8E8 - Afif Ghannoum | Building Trust in the World of Supplements
In this episode of Real Returns, Andrew sits down with Afif Ghannoum, founder and CEO of CPG Radar, a platform that uses big data and AI to help consumer brands accelerate innovation in the supplement space. Afif pulls back the curtain on how the supplement industry actually works, from the brands getting it right to the ones cutting dangerous corners, and explains why the data behind what you put in your body matters more than most people realize. He and Andrew also dig into the 85/15 principle, the hidden challenge of AI hallucinations in CPG data, and where the science on ingredients like peptides and creatine gummies actually stands. Timestamps: 00:00 - Intro: Real Returns Season 8 01:07 - Meet Afif Ghannoum 01:30 - Supplement industry boom: $72.9B and growing 03:35 - What impact really means in CPG 05:00 - The 85/15 principle explained 06:29 - Omega-3s, fish oil, and the AI data normalization problem 09:32 - Quality, purity, and what's really in your supplements 14:02 - How to spot a trustworthy brand 16:55 - The rise of TikTok brands and ingredient shortcuts 18:13 - Peptides, postbiotics, and the science vs. hype gap 20:20 - Creatine gummies: consumer demand vs. real efficacy 23:28 - How to reach Afif "Many supplements are not cheap, but I will tell you, there is really something about you kind of get what you pay for. That's why anytime you see whether it's a private label product or like a super value brand...if you're seeing everyone else is like $30, $40 and these guys are $9.99...you got to do the math." — Afif Ghannoum Connect with Afif: LinkedIn: https://www.linkedin.com/in/afifghannoum/ Website: cpgradar.com — For more insights on purposeful investing, subscribe to Real Returns on Apple Podcasts, Spotify, or YouTube. Apple Podcasts: https://podcasts.apple.com/us/podcast/real-returns/id1642761377 Spotify: https://open.spotify.com/show/5tx0jOW8J1h3xsEWLuVPzm YouTube: youtube.com/@realreturns — Subscribe to our NEW monthly newsletter: http://www.realreturnspodcast.com Want to see your question answered on the show? Submit a question via our Q&A form: https://forms.gle/Fy9E6H7BTpzhGPueA













