Jeff Crowther serves as the Executive Director of the Health Products Association - China (HPA-China), a non-profit organization dedicated to advancing the dietary supplement and nutritional ingredient industry in China and beyond. With a career spanning since 1993, Jeff has accumulated extensive experience in both the U.S. and Chinese markets, holding key roles in retail management, international business development, and regulatory advocacy.Jeff's primary mission is to collaborate with industry leaders and government stakeholders to foster a more transparent and accessible regulatory framework for natural health products in China. He is committed to expanding the trade and availability of high-quality products that promote consumer health and well-being. As a recognized authority on China’s natural health product sector, Jeff specializes in market entry strategies, partner identification, product registration, cross-border e-commerce, quality assurance, trade show promotion, industry education, and market research.In addition, Jeff hosts HPA-Global Insights, a video podcast featuring expert discussions on topics such as regulatory developments, digital marketing, probiotics, omega-3s, sports nutrition, and more. He has authored numerous articles on the evolution of China’s supplement industry for leading publications and is a frequent speaker at prominent industry events and conferences. Jeff is deeply passionate about driving growth, innovation, and excellence within the natural health product industry in China and beyond.