Podcast Summary: The Dylan Gemelli Podcast – Episode #51 Featuring Oliver Amdrup (PUORI Founder & CEO)
Date: September 19, 2025
Host: Dylan Gemelli
Guest: Oliver Amdrup (Founder & CEO of PUORI)
Episode Overview
This episode centers on supplement quality, transparency in the supplement industry, and clean-label nutrition. Host Dylan Gemelli interviews Oliver Amdrup, the founder and CEO of PUORI—a company recognized for its commitment to clean ingredients, rigorous third-party testing, and full transparency. Together, they dissect the origins of PUORI, discuss common pitfalls in the supplement industry, highlight the specifics and philosophy behind PUORI’s product line, and amplify why public education on supplement sourcing is crucial for consumer health.
Key Discussion Points & Insights
1. The Origins of PUORI and Commitment to Transparency
- Oliver’s Motivation: As a passionate health and fitness enthusiast and former gym owner, Oliver was disappointed by the lack of clear data and transparency in fish oil supplements, which drove him to found PUORI in 2009.
“Purity must be able to be measured by the absence of what you do not want in fish oil.” (10:41, Oliver)
- Initial Skepticism: Early attempts to source uncontaminated omega-3s revealed a gap—products marketed as “pure” often had no supporting third-party data, propelling Oliver to set higher standards and create an open, batch-tested supplement line.
2. Supplement Industry Challenges & the “Pretty Baby Theory”
- Industry Critique: Both Dylan and Oliver discuss how the supplement world is rife with companies prioritizing profit and using unsubstantiated claims.
- Transparency Promise: PUORI pioneered putting QR codes on every product to provide batch-specific lab results—a step well beyond industry norms.
“Every single batch of every single product we do has that data set before it’s released to the public. That is not mandatory by any laws… It’s only mandatory in the PUORI or now the Clean Label Promise.” (06:21, Oliver)
- Education Hurdles: Oliver underlines the long journey needed to educate both retailers and consumers that not all fish oils (or supplements) are created equal.
3. What is the Clean Label Project?
- Certification Explained: Clean Label Project tests and certifies supplements for contaminants like heavy metals, pesticides, and more, using independent, accredited labs.
“The Clean Label Project certifies the brand... periodically test your products... to make sure that, like what you’re saying, in terms of purity, that’s actually there.” (21:46, Oliver)
- Transparency Promise—Going Deeper: PUORI’s next-tier commitment means each batch report is public, traceable via QR code—an approach Oliver believes should become the industry standard (23:26).
- Costs and Effort: Testing every batch delays distribution, ties up inventory, and increases costs, but Oliver insists it’s the only way to genuinely protect consumers.
4. Sourcing and Production Challenges
- International Operations: PUORI’s headquarters are in Denmark, but they blend products both in the U.S. and Europe to maintain quality and cater to regulatory variances (30:40).
- Sourcing Obstacles:
- Cacao Example – Cacao absorbs heavy metals, so finding consistently clean sources is challenging (34:44).
“Even organic cacao... we had a really hard time seeing consistency in low amounts of cadmium and lead.” (34:44, Oliver)
- Ingredient Testing – Some ingredients (like cacao, rice, sweet potato) are “high risk,” demanding rigorous batch-by-batch testing before blending.
- Cacao Example – Cacao absorbs heavy metals, so finding consistently clean sources is challenging (34:44).
5. PUORI Product Line Philosophy
- “Common Supplements Uncommonly Well”—PUORI focuses on essentials: protein, omega-3s, creatine, magnesium, vitamin D, and a balanced multivitamin. Each is formulated for maximum purity and science-backed efficacy.
- Protein Powder:
- Five simple, recognizable ingredients; pasture-raised whey concentrate (not isolate), organic coconut sugar, and no gums or fillers (44:48).
- Real vanilla seeds and natural European-origin flavors; minimal processing and third-party heavy metal testing.
“Yours—five ingredients, which is extremely, extremely rare... You don’t have 5,000 [ingredients] to go over.” (44:48, Dylan)
- Creatine with Taurine:
- PUORI’s creatine stands out with Clean Label certification, a full 5 g serving, and the addition of 400 mg taurine (rare in the market).
- Creatine and taurine support both muscle and cognitive health—gaining traction in the longevity and wellness spaces (57:31).
- Magnesium & Vitamin D3:
- Chosen for their public health importance; most people are deficient or suboptimal.
- PUORI’s multivitamin includes essentials often missing from other brands, like iodine, selenium, copper, and choline (66:36).
“We have a fairly narrow, heavy evidence-based portfolio of the core. If you go around and listen to any kind of longevity, health podcasters… it’s going to be hard to get around protein in your diet, creatine, magnesium, vitamin D and omega-3.” (61:12, Oliver)
6. Education & Consumer Empowerment
- Data-Driven Decisions: Consumers are urged to scan PUORI’s codes, read reports, and ask questions; education is central, not just marketing (68:50).
- Community Feedback Cycles: PUORI adapts by listening to customers’ needs via regular surveys and by partnering with experts and educators.
Notable Quotes & Memorable Moments
-
On Lack of Transparency:
“When we saw that... there’s actually no actual data… we felt at that exact moment… there must be a brand out here because it must be others like us that feel that’s a little weird.” (10:41, Oliver)
-
On Clean Label Project Testing:
“Every single individual batch that we make needs to go through a third pipeline... while that product is standing on our shelf and we can’t sell it.” (26:35, Oliver)
-
On Cacao Sourcing Challenges:
“We saw was even coming from like in the same areas we saw. Suddenly we had to test the raw beans before we started blending it because otherwise you would have contaminated our way…” (34:44, Oliver)
-
On Protein Simplicity:
“Yours—five ingredients, which is extremely, extremely rare to ever see anywhere. I’ve actually, I’ve never seen that at all.” (44:48, Dylan)
-
On Industry Aspirations:
“We have a sincere dream and belief that we will play a pivotal role of getting, you know, mandatory lab testing on the products that are high risk of contamination, such as protein powders…” (73:02, Oliver)
Timestamps for Important Segments
- 03:16 – 09:46: Oliver recounts the founding of PUORI and the need for measurable product purity.
- 14:02 – 19:46: Dylan and Oliver discuss industry challenges, the “pretty baby theory,” and the need for relentless education.
- 19:46 – 23:26: Explainer on Clean Label Project and the unique transparency promise.
- 26:35 – 32:33: Batching, third-party lab testing, and cross-Atlantic supply chain hurdles.
- 34:44 – 39:34: Cacao as a case study for contamination risk and ingredient sourcing.
- 41:41 – 52:47: Ingredient philosophy behind PUORI proteins and practical nutrition hacks.
- 54:04 – 59:44: Creatine with taurine; the crossover of cognitive and physical benefits.
- 61:12 – 68:50: Rationale for PUORI’s essential supplements and product selection process.
- 73:02 – 74:56: Oliver and Dylan’s shared vision for the future of safe, transparent supplementation.
Final Thoughts & Where to Follow
- Host Recommendations: Dylan encourages listeners to research what’s in their supplements, leverage PUORI’s full transparency, and take advantage of the discount code “DYLAN” for 20% off.
- Where to Find PUORI and Oliver:
- Instagram: @puorilife
- Personal: @oliveramdrup
- Website: puori.com/dylan
- Newsletter: Carefully curated; sign up at PUORI’s website for updates and product education.
Conclusion
This episode is a masterclass on supplement transparency, providing both consumers and practitioners with the knowledge to discern supplement quality and demand greater accountability from brands. Oliver and Dylan reinforce that clean, data-supported supplementation isn’t an industry luxury—it’s the emerging standard for health. Ultimately, they invite every listener to make informed, empowered choices for their wellbeing.
Summary by The Dylan Gemelli Podcast Summarizer. For educational health and supplement advice, always consult trusted professionals and verify your products for safety and transparency.