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"Can we maybe as an industry, and I guess the FDA, agree not to overcomplicate the NDI process in the sense that it's actually pretty easy to navigate the process and understand what you have," says Frank Jaksch, Chromadex co-founder and executive chairman. "I want to encourage companies to do the right thing," says Mark LeDoux, founder, CEO and chairman of Natural Alternatives Internationa. "Our firm spent millions of dollars and went through the front door of the FDA. … This is not a difficult process to do the right thing."