Or Biba is the founder and VP of business development at EcoSupp, an Israeli company that provides nutritional supplements.
When you were a student of naturopathy at Reidman College in Tel Aviv and the lecturer said that you needed to order active B12 from abroad, what went through your mind?
There was a moment of clear understanding. I was exposed to the gap between the knowledge that already exists in the world and what is accessible to people in their daily lives. It was a professional turning point: If there is a better solution for health, it needs to be accessible, accurate, and respectful. That's where the vision of EcoSupp began.
What is liposomal technology, and why is it a game changer in your opinion?
The technology was born in the world of pharmaceuticals, but its meaning is much broader. It allows active ingredients to reach the cells instead of getting lost along the way. In my opinion, it is a profound change in the perception of health: No longer ‘How much did I take?’ but ‘How much the body really received.’ This is the DNA of EcoSupp: precision, wisdom, and listening to the body.
What is an example of a product born from listening to women and life itself?
The beadlets capsules are an excellent example. We started with liquid supplements with a science-based understanding of the benefits of absorption; but from the field, requests emerged from customers for ease of use and an alternative that is not dependent on taste. That is why we developed liposomal capsules with gradual release. The first of their kind in Israel, they combine convenience, technology, and high bioavailability without compromise.
How does the value of sustainability fit into your vision?
For me, sustainability is a natural continuation of health. If we take care of our body, we must also take care of the environment in which it lives. That is why all of our products come in glass bottles, biodegradable packaging, and are shipped in reusable cloth bags. These are not marketing decisions, they are a worldview.
How do you encourage conscious consumption and not the pursuit of more supplements?
I believe that health is not built from excess but from precision. Our service center is staffed by certified naturopaths who really listen, and we have dedicated packages that simplify the choice. The goal is peace, clarity, and a sense of security, not burden.
Where are you taking smart wellness and longevity?
My vision is that smart wellness will become a language: a combination of science, technology, and a deep understanding of life itself. In the field of longevity, we focus not only on longevity but also on its quality of vitality, balance, and the ability to feel good over time. To do this, we develop smart solutions that connect product, habits, and technology. This includes developments such as smart corks that encourage perseverance and awareness.
Why establish a subsidiary to distribute Israeli brands?
I saw potential that was not being given a platform. There are wonderful brands in Israel with values similar to ours, but they need the right packaging. SuperSupp allows them to reach the shelf in a precise, professional, and responsible manner. This is my way of creating a broader impact not only through EcoSupp but also by strengthening an entire healthy ecosystem.
This article was written in cooperation with EcoSupp