“We were really hearing from both our existing customers, but also customers who we didn’t have a program for, but really resonated with our approach and listening to where were the biggest pain points that we could help solve,” said Irene Liu, co-founder and CEO of Chiyo. “That was why we ended up doing the fertility program and why we work with a number of fertility clinics that had started contacting us before we even had a fertility product—and so that’s like on one side of the house.
“The other side of the house was also knowing that postpartum recovery, in an ideal scenario, you have at least a year, which is not true in the U.S. As a result, we knew that our customer would only be with us for six, max 12 weeks. And actually our whole goal as a company is to help them graduate. We want them to be back on their feet. We don’t want to be their nutrition program for perpetuity of their life. That’s why we take a very stage-based approach. And so our whole concept is how do we support you in the times when it matters most, but in the way that you need.”
Through its research division, FIM Lab, Chiyo is advancing women’s health science while making nutrition accessible and enjoyable. Its evidence-based, food-as-medicine approach focuses on both physical and mental well-being, ensuring complete nutrition across different life stages.
To hear more on Chiyo’s roots, ingredient selection and research underway, listen to the NutraCast.
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