363 - Creating a Category Leader: The Absorption Company's Rise to Erewhon's #1 Functional Health Brand

In this episode of DTC POD, Blaine Bolus interviews Zeke Bronfman, co-founder and CEO of The Absorption Company, about building a direct-to-consumer supplement brand focused on bioavailability and absorption. Zeke shares the company's origin story, emphasizing the importance of supplement absorption, their unique community-building strategy using a private Instagram page, and their approach to sales channels, focusing on DTC subscriptions, Amazon, TikTok Shop, and strategic retail partnerships. He also discusses the challenges and learnings in scaling the business, including supply chain management, fulfillment, and leveraging celebrity co-founders, while teasing upcoming product innovations.