Case Study: Importing Zeaxanthin Successfully from China

In 2022, BrightVision Supplements, a mid-sized health and wellness company based in Denver, Colorado, faced a critical crossroads. For years, they'd built a loyal customer base with their line of natural supplements, but their latest project—a premium eye health supplement—was stuck before it even launched. The star ingredient? Zeaxanthin , a carotenoid known for its role in supporting macular health, paired with its cousin lutein to create a powerful duo for eye protection. But finding a reliable, high-quality source of zeaxanthin at a price that wouldn't price out consumers was proving harder than they'd anticipated.

"We started by reaching out to local suppliers in the U.S. and Europe," recalls Maya Patel, BrightVision's Supply Chain Manager. "The problem? Either the quotes were sky-high—we're talking 30-40% more than our budget—or the quality was inconsistent. One sample we tested had less than 80% of the advertised zeaxanthin content. For a supplement claiming to support eye health, that's not just bad business; it's misleading our customers."

BrightVision's goal was clear: create a supplement that combined lutein and zeaxanthin in the optimal 5:1 ratio recommended by eye health experts, sourced from a supplier who could guarantee purity, potency, and scalability. With deadlines looming and competitors already launching similar products, the team knew they needed to think outside the box. That's when they turned their gaze east—to China.

To understand why BrightVision looked abroad, it helps to unpack the challenges they faced with domestic and European suppliers. First, cost. Zeaxanthin is extracted from marigold petals, and while marigolds grow in many regions, the specialized extraction process—requiring precision to preserve the carotenoid's integrity—is labor-intensive. In the U.S., labor and production costs drove up the price, making it nearly impossible for BrightVision to hit their target retail price without sacrificing margins.

Second, consistency. "We needed bulk quantities—at least 500kg per quarter—to keep up with projected demand," Maya explains. "Local suppliers couldn't commit to that volume year-round. One even admitted they'd have to source from third parties during peak seasons, which meant we'd have no control over quality." For a supplement where zeaxanthin benefits (like filtering harmful blue light and reducing oxidative stress in the eyes) depend entirely on dosage accuracy, inconsistency was a non-starter.

Finally, formulation flexibility. BrightVision wanted to differentiate their product by adding a small amount of vitamin E and zinc to their lutein-zeaxanthin blend. Most local suppliers offered only pre-made blends or refused to customize, limiting their ability to create a unique selling point. "We weren't just looking for a supplier—we needed a partner who could work with us to refine the formula," Maya says.

By mid-2022, the team realized: if they wanted to launch a high-quality, affordable eye health supplement, they'd need to explore global sourcing. And when it came to bulk botanical extracts and carotenoids, China kept popping up as a leader.

Let's be honest: When many Western companies hear "sourcing from China," they picture horror stories of counterfeit products or shoddy manufacturing. But BrightVision's team approached it with an open mind—armed with research. What they found surprised them.

"China is the world's largest producer of marigold extracts, which is where zeaxanthin comes from," explains Rajiv Mehta, BrightVision's R&D Director. "The country has decades of experience in botanical extraction, with specialized factories that focus solely on carotenoids like lutein and zeaxanthin. Plus, their scale means they can produce in bulk at a lower cost without cutting corners—if you find the right supplier."

The data backed this up. According to industry reports, China accounts for over 60% of the global zeaxanthin supply, with many manufacturers holding certifications like ISO 9001, GMP, and even organic certifications for raw materials. "It wasn't about 'cheap' sourcing," Rajiv clarifies. "It was about value. A Chinese supplier could offer us pharmaceutical-grade zeaxanthin at a 25% lower cost than U.S. suppliers, with the same—if not better—quality controls."

Still, the team knew due diligence was non-negotiable. "We weren't going to blindly import from the first company we found on Alibaba," Maya laughs. "This was about building a long-term relationship, not a one-off transaction."

BrightVision's supplier search kicked off in early 2023. They started by filtering Alibaba and Global Sources for "zeaxanthin manufacturers" with at least 10 years of experience, ISO/GMP certifications, and a track record of exporting to North America. From an initial list of 50, they narrowed it down to 10 based on response time, transparency, and willingness to share documentation.

"The first red flag we looked for was evasiveness," Maya says. "If a supplier hesitated to send their COA (Certificate of Analysis) or refused to video-call their factory, we crossed them off immediately." They also prioritized suppliers who specialized in carotenoids, not general "botanical extracts"—focus equals expertise.

After weeks of back-and-forth, three finalists emerged. The top contender? GreenLeaf Biotech, a family-owned manufacturer based in Shandong Province with 15 years of experience in lutein and zeaxanthin production. "What set GreenLeaf apart was their transparency," Maya recalls. "They sent us detailed factory photos, let us schedule a virtual tour, and even connected us with two of their existing U.S. clients for references. One of those clients, a supplement company in California, had been working with them for five years and raved about their consistency."

But virtual tours only go so far. In March 2023, Maya and Rajiv flew to China to audit GreenLeaf's factory in person. "Walking the floor was a game-changer," Rajiv says. "We saw their extraction process—from marigold petals arriving in sealed, temperature-controlled containers to the final powder being packaged in nitrogen-flushed bags to prevent oxidation. They had a dedicated QA lab on-site with HPLC machines to test every batch for purity. We even got to meet the team—their quality control manager, Mr. Li, had a PhD in food science and could talk for hours about zeaxanthin stability. That level of expertise? You don't fake that."

GreenLeaf also impressed with their flexibility. When BrightVision mentioned they wanted to blend zeaxanthin with lutein in a 5:1 ratio, GreenLeaf didn't just agree—they offered to create a custom pre-mixed powder, saving BrightVision time and money on in-house blending. "That's the kind of partnership we needed," Maya says.

With GreenLeaf selected as their supplier, the next hurdle was logistics. Importing pharmaceutical-grade ingredients involves more than just shipping a box—it requires navigating customs, FDA regulations, and ensuring compliance with U.S. dietary supplement laws (DSHEA).

"We started by hiring a customs broker specializing in health supplements," Maya explains. "They helped us classify the zeaxanthin-lutein blend under the correct HS code, prepare the necessary paperwork (like the FDA's Prior Notice), and ensure GreenLeaf's COA matched our specifications—including heavy metal testing, microbial limits, and residual solvent checks."

Shipping was another consideration. Air freight was faster but costly; sea freight was cheaper but took 6-8 weeks. BrightVision opted for sea freight for the first bulk order (1,000kg) to keep costs low, with a smaller air freight shipment (200kg) to kickstart production while they waited. "We didn't want to delay the launch, so we split the order," Maya says. "It added a bit of complexity, but it was worth it to get the product to market on time."

Then there was the issue of payment terms. GreenLeaf requested a 30% deposit upfront, 70% upon shipment—a standard practice in China, but nerve-wracking for first-time importers. "To mitigate risk, we used a letter of credit through our bank," Maya notes. "That way, GreenLeaf only got paid once the goods were shipped and the documents were verified. It gave both sides peace of mind."

Even with GreenLeaf's rigorous in-house testing, BrightVision wasn't taking any chances. When the first shipment arrived in Denver, they sent samples to an independent third-party lab (Eurofins) for testing. The results? "We were blown away," Rajiv says. "The zeaxanthin content was 99.2% of what was advertised, and the lutein-zeaxanthin ratio was exactly 5:1. Heavy metals were undetectable, and microbial counts were well below FDA limits. It was better than we'd hoped for."

This commitment to quality control paid off when BrightVision launched their supplement, named "Eyeshield Ultra," in late 2023. The product's label proudly stated: "Pharmaceutical-grade zeaxanthin and lutein, sourced from certified Chinese manufacturers." Customers noticed the difference.

"Within the first month, we started getting reviews like, 'My optometrist noticed a difference in my macular pigment density!' or 'Finally, a supplement that doesn't give me stomach upset—must be the high quality,'" Rajiv says. "That's when we knew we'd made the right call."

Fast forward to mid-2024, and Eyeshield Ultra has become BrightVision's top-selling supplement, with monthly sales exceeding 15,000 units. The numbers speak for themselves:
"The cost savings alone allowed us to price Eyeshield Ultra at $29.99, which is competitive with similar products that use lower-quality ingredients," Maya says. "And because we could scale production with GreenLeaf, we've been able to expand into new markets—Canada and Australia—without worrying about supply shortages."

Perhaps the biggest win? Customer trust. "Our customers don't care where the ingredient comes from—they care that it works," Rajiv says. "By being transparent about our sourcing and sharing GreenLeaf's certifications on our website, we've built credibility. We even had a customer email us to say they'd switched from a best lutein zeaxanthin supplement they'd been taking for years, because Eyeshield Ultra gave them better results. That's the ultimate validation."

BrightVision's journey wasn't without hiccups—there were miscommunications (thanks to language barriers), delays in customs, and even a last-minute change to GreenLeaf's packaging when they realized the original bags weren't moisture-proof enough. But through it all, they learned valuable lessons that other companies can apply when sourcing from China:

1. Do your homework—then do more homework. "Don't rely on supplier websites alone," Maya advises. "Ask for references, verify certifications with the issuing bodies, and if possible, visit the factory. A virtual tour is better than nothing, but an in-person visit builds trust."

2. Invest in quality control—on both ends. "Even if a supplier has great certifications, test every batch," Rajiv says. "Third-party labs are worth the cost to avoid costly recalls or damaged reputations."

3. Build relationships, not transactions. "GreenLeaf isn't just a supplier—they're a partner," Maya says. "We've visited their factory twice now, and they've sent their team to our facility in Denver. That level of collaboration makes problem-solving easier when issues arise."

4. Be clear about your specs—down to the details. "We provided GreenLeaf with a 10-page document outlining everything from particle size to packaging materials," Maya notes. "The more specific you are, the less room for error."

BrightVision's success story is a testament to the power of strategic global sourcing. By looking beyond local suppliers and partnering with a reputable Chinese manufacturer, they turned a sourcing challenge into a competitive advantage—delivering a zeaxanthin -rich supplement that's affordable, effective, and beloved by customers.

Today, Eyeshield Ultra is stocked in major retailers across the U.S., with plans to expand into Europe in 2025. And BrightVision and GreenLeaf? They're already collaborating on a new project: a children's eye health gummy with a lower-dose lutein-zeaxanthin blend.

"At the end of the day, it's all about the customer," Rajiv says. "They trust us to provide supplements that support their health, and we trust GreenLeaf to provide the ingredients that make that possible. That's a partnership worth investing in."

For companies considering importing zeaxanthin or other botanical extracts from China, BrightVision's message is clear: With the right supplier, the right planning, and a commitment to quality, the benefits—for your business and your customers—are more than worth the effort.