Michael McGuffin


Michael McGuffin is the president of the American Herbal Products Association (AHPA) and has been active in the herbal industry since 1975. He has owned and managed both retail and manufacturing businesses in this field.
Michael also serves on the boards of the American Herbal Pharmacopoeia and United Plant Savers, and on the Advisory Board of the USC School of Pharmacy Regulatory Science Master’s Degree Program. In addition, he is the managing editor of AHPA’s Botanical Safety Handbook, first (1997) and second (2013) editions, and of Herbs of Commerce, 2nd edition (2000).
Michael was presented the Cliff Adler “Heart in Business” award in 1994 and the Nutrition Business Journal Award for Efforts on Behalf of Industry in 2004 and in 2011. He was inducted into New Hope Natural Media’s “Hall of Legends” in March 2013.


July 19, 2017

10:10 AM  -  10:50 AM

Palos Verdes Ballroom 4&5

Storytelling: Applying What We Learned to Crafting a New Industry Story

Mary Kincaid will demonstrate the power of storytelling by leading an interactive workshop focused on revealing the dietary supplement industry’s storytelling archetype, enemy and hero’s journey story, based on pre-conference work conducted with industry leaders.

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