The PricePlow Podcast

The supplement industry is pushing back. In May 2026, a group of long-tenured ashwagandha producers and regulatory experts launched the Ashwagandha Standards Alliance (ASA), a new coalition dedicated to countering misinformation about ashwagandha leaf safety, defending GMP standards, and responding to what many in the industry see as scientifically unsupported regulatory actions: India’s April 2026 FSSAI/AYUSH leaf advisory and Denmark’s earlier ban.

In Episode #218 of the PricePlow Podcast, Mike and Ben sit down with Blake Ebersole, founding member of the ASA and president of NaturPro Scientific, a B2B quality and regulatory consulting firm. Blake unpacks and rejects the “root good, leaf bad” narrative, explains why in vitro cancer cell studies are being misused to target ashwagandha leaf, and details how lab shopping and supply chain fragmentation quietly erode quality across the botanical category. This episode pairs directly with our companion article on India’s ashwagandha leaf advisory. Together they cover both the regulatory deep-dive and the industry coalition response.

Subscribe to the PricePlow Podcast on your favorite platform and sign up for our ashwagandha news alerts on PricePlow before diving in.

https://blog.priceplow.com/podcast/ashwagandha-standards-alliance-218

Video: The Ashwagandha Standards Alliance Responds to India’s FSSAI Leaf Advisory

https://www.youtube.com/watch?v=GxYGLOcgVIw

Detailed Show Notes: Blake Ebersole on the Ashwagandha Standards Alliance, FSSAI, and Industry GMP

(0:00) – Introductions
(2:45) – What Is the Ashwagandha Standards Alliance?
(4:30) – How ASA Fits the Industry Landscape
(6:15) – Educational, Policy, and Standards Goals
(8:00) – Adverse Events at Scale and Ashwagandha’s Safety Record
(11:15) – Denmark’s Ban and the Hazard-Based Regulatory Model
(15:15) – Withaferin A and the In Vitro Extrapolation Problem
(18:30) – How Competitive Interests Drove the Market Off Track
(21:00) – Label Disclosure, Dilution, and Maltodextrin
(25:00) – The Billion-Dollar Market and Supply Chain Fragmentation
(30:00) – India’s Regulatory Framework: Food, Drug, and No Middle Ground
(32:15) – Farmers, Brokers, and the FSSAI Advisory’s Unintended Consequences
(38:00) – Research Gaps and the Clinical Literature
(41:00) – Extraction Methods: Milk, Solvents, and Withanolide Chemistry
(44:30) – Consumer Education and the Demand for Transparency
(46:30) – Lab Shopping and the Broken Incentive Structure
(52:45) – Branded Ingredients and GMP Supplier Qualification
(55:15) – ASA Founding Members: Sabinsa, Cepham, and Arjuna Natural
(58:00) – Formula Ideas: Sleep, Lifestyle, and Beyond the Basics
(1:00:45) – Anhedonia, Cortisol, and What the Science Says

Where to Follow and Learn More

Connect with Blake Ebersole and the Ashwagandha Standards Alliance

LinkedIn: Blake Ebersole (founding member of the ASA and president of NaturPro Scientific)
Ashwagandha Standards Alliance Website
Ashwagandha Standards Alliance on LinkedIn…