By: Brent Green, Brent Green & Associates

Guest Blog

Half the Dutch will be over age 50 in 2019. This shift in the nation's age composition has triggered a number of innovations. What's happening in Holland today has implications for what will happen in the U.S. tomorrow. The consumer wellness market, for example, is evolving.

Most consumers probably don't associate Holland with advances in treatment of the maladies that come with aging. However, one Dutch company has become that nation's top-selling supplement to mitigate the painful symptoms of osteoarthritis and joint inflammation, a product clinically proven to be more effective than glucosamine and chondroitin, the typical supplements being consumed by Boomers and seniors today (with debatable effectiveness).

Dutch Ingenuity longevity market opportunities

Capitalizing on its success in Holland and Europe, Synofit is entering the U.S. nutraceutica Market to capture its share of the $128 billion a year spent on joint comfort products according to the Arthritis Foundation.

The company is owned and operated by Dutch Baby Boomers, creating a compelling story of aging and entrepreneurship. Dr. William Cortvriendt, a Boomer and Synofit USA medical officer, is author of the thought-leading book, Living a Century or More.

“Holland is setting the pace in Europe for high-tech and organic products, and now in supplements,” said Dr. Cortvriendt. “With so many 50+ Americans taking blood thinners and facing knee and hip surgeries, it’s time for something that works, with none of the harmful side effects, to replace ineffective supplements, dangerous surgeries and opioids.”

When Americans think of Holland, they conjure images of some of the most innovative people in the world.

Characteristic Dutch ingenuity is now engaged in the future of active and successful aging.

When Americans think of Holland, they conjure images of some of the most innovative people in the world. Holland's success with managing coastal flooding and storm surge will become the salvation of U.S. coastal cities as Dutch engineering experts help the nation plan and prepare for inevitable consequences of climate change. This small country is the second largest agricultural sector exporter in the world, second only to the U.S.

Characteristic Dutch ingenuity is now engaged in the future of active and successful aging: an innovative nutraceutical that brings together the three most powerful and natural anti-inflammatory ingredients known to nutrition science: green-lipped mussel, curcumin, and blackcurrant leaf. Synofit's entry into the U.S. is being handled by two Colorado marketing veterans. Brent Green, author of two business books about marketing to Baby Boomers and founder in 1986 of a multi-award winning marketing consultancy, has joined forces with PR veteran John Metzger, founder of Boulder-based Metzger Associates, in 1991.