PR for APOrtha: Making Micronutrient Expertise Visible

APOrtha Deutschland GmbH, based in Ahrensburg near Hamburg, develops and sells food supplements, from amino acids and collagen peptides to coenzyme Q10, and advises customers through its own in-house specialist team. Building on a PR analysis, a strategy workshop and a PR roadmap, we have been establishing the brand in consumer and health media for the first time since late summer 2026.

The supplement market is growing, while consumer protection bodies, authorities and newsrooms are taking an increasingly critical view of the industry. Despite a loyal customer base, APOrtha had virtually no media presence. The task was therefore not reputation repair but a first introduction – with credible, evidence-based communication within the tight limits of the EU Health Claims Regulation and without overstated promises.

In a joint workshop we defined a messaging house, target groups and spokespeople, and positioned APOrtha as the “unknown expert”: not on the evergreen topics everyone talks about, but on subjects that need explaining and on which few can speak with authority. This resulted in a topic plan with a PR activity every month.

Press topics include the menstrual cycle and PMS, amino acids as an alternative to protein shakes, ubiquinol, vitamin D and “sun protection from within”. For each topic we prepare briefings with the specialist team, translate research and ingredient know-how into accessible stories, and offer journalists expertise rather than advertising messages.

The partnership is still at an early stage. Positioning, boilerplate and topic plan have been agreed, the first press topics are in circulation, and a first editorial placement on protein intake has appeared on Willya.