Nestled in the heart of Anaheim, CA, a quiet revolution in health and wellness is taking place. At its epicenter is 4POTENTIA, a company whose name has become synonymous with innovation, trust, and the untapped power of nature. Its story is not just one of business success but of a relentless mission to improve lives through the synergy of science and nature. When Jade Beutler took the reins as CEO of 4POTENTIA, he brought with him over 30 years of experience in the natural products industry—a career defined by daring entrepreneurship and visionary leadership. But the story of 4POTENTIA began long before Beutler’s arrival. The company was originally founded more than 25 years ago by brothers Gus and Tim Romero under the name IN Ingredients. The Romeros carved out a niche in the natural health ingredients market, earning a reputation for quality and innovation. As the industry evolved, the company recognized the need for a bold transformation. In 2024, that transformation became a reality. IN Ingredients rebranded as 4POTENTIA, adopting a modern identity that not only met industry standards but aimed to redefine them. Along with the rebranding came expanded infrastructure, new verticals, and a laser focus on providing unparalleled value to its partners. This was more than just a cosmetic change—it was a declaration of intent. The updated look, featuring a modernized forest green color scheme and bold typography, reflects the strength and reliability that define 4POTENTIA. Beutler explains that while the branding carries a certain masculine energy, it also acknowledges the everchanging, dynamic nature of the natural world—an element of femininity that drives the company’s vision forward. A New Chapter Begins 4POTENTIA operates in the business-to-business (B2B) sector, supplying “branded” raw material ingredients to leading dietary supplement brands such as Bluebonnet^® and Orthomolecular Nutrition^®. These partnerships enable the company’s branded ingredients to reach consumers worldwide, from health food stores to online marketplaces. Unlike commodity-based raw materials, branded ingredients undergo rigorous scientific testing and validation. “Our ingredients are unique, novel, patented, or proprietary,” Beutler explains. “This gives our brand partners a competitive edge and ensures consumers receive products they can trust.” One of the key differentiators of 4POTENTIA’s approach is its commitment to evidence-based solutions. The natural products industry has long relied on faith-based assumptions regarding the benefits of various supplements, but Beutler and his team aim to transcend this traditional model. They are determined to provide substantiated health support by rigorously evaluating natural ingredients and ensuring that each product meets the highest standards of efficacy. However, the regulatory landscape presents a significant challenge. Since dietary supplements cannot make explicit disease claims, 4POTENTIA focuses on promoting overall health and wellness rather than positioning its products as treatments. This means that instead of marketing an ingredient as a remedy for arthritis, for example, the company emphasizes its role in supporting healthy joints. The company’s intellectual property portfolio reflects its commitment to innovation, boasting 26 patents and 12 human studies. These credentials are not just badges of honor—they form the foundation on which 4POTENTIA builds trust with its partners and their customers. The Star of the Show: Cinnulin PF Among 4POTENTIA’s portfolio of innovative ingredients, one stands out: Cinnulin PF^®. Derived from cinnamon and standardized for phytochemicals known as Type-A polymers, Cinnulin PF® has become the leading cinnamon-based dietary supplement on the market. Its popularity is no accident. Cinnulin PF^® supports healthy pancreatic function, insulin, and glucose metabolism. These benefits make it a sought-after ingredient for consumers concerned with blood sugar levels or seeking to support healthy body composition.