Jim Chao serves as the CEO of Confidence USA, Inc., a company that has become a leading force in the nutraceutical industry since its founding in 2008. Based in Port Washington, NY, Confidence USA is known for its commitment to blending traditional Eastern herbal wisdom with modern Western scientific research. Jim Chao has been instrumental in steering the company toward global recognition, bringing a deep passion for natural health and a clear vision for the future. Under his leadership, Confidence USA emphasizes innovation, product efficacy, and environmental sustainability, all while remaining rooted in the company’s mission to improve lives through natural wellness.
What first sparked your interest in natural health and wellness?
It was a combination of my upbringing and my exposure to both Eastern and Western health philosophies. Growing up, I was surrounded by traditional herbal remedies—my family would turn to natural solutions for everything from digestion to immune support. But as I got older and was exposed to Western medicine, I saw the benefits of scientific rigor and research. The turning point for me was realizing that these two approaches don’t have to be in conflict. Instead, they can complement each other beautifully. That’s what drives me to this day: finding ways to bring these two worlds together in a way that makes sense and delivers real results.
How does your background influence your leadership at Confidence USA?
My background has always been about merging different perspectives, and that’s exactly how I lead Confidence USA. I’m constantly balancing tradition with innovation. I take the wisdom and knowledge of ancient herbal practices seriously, but I’m also a firm believer in data, research, and modern technology. This dual perspective helps me make decisions that honor our roots while keeping us forward-thinking. It also makes me a more adaptable leader, one who can pivot when necessary but always stays true to our core mission of health and wellness.
What has been the most rewarding moment for you as CEO of Confidence USA?
One of the most rewarding moments for me was when we received overwhelming positive feedback from a major international market. We had recently expanded, and the response to our products exceeded expectations. It’s one thing to succeed in your home country, but to see our vision resonate with people around the world—that’s deeply fulfilling. It was a validation of our hard work and our commitment to quality. But beyond that, the individual stories from customers who have experienced health transformations thanks to our supplements always keep me motivated.
What are some of the biggest misconceptions about natural supplements, and how do you work to dispel them?
There’s still a significant misconception that natural supplements aren’t as effective as synthetic drugs. People think that if it’s natural, it must be weaker or less potent. But in reality, nature provides some of the most powerful solutions out there. The challenge is in harnessing those solutions in a scientifically validated way. At Confidence USA, we’re meticulous about ingredient sourcing, formulation, and testing. We make it a priority to educate our customers through transparent communication and by sharing the science behind our products. It’s all about building trust and showing that natural doesn’t mean ineffective—it means harnessing the best of what the Earth has to offer.
How do you decide which ingredients and herbs to include in your supplements?
We start with a deep respect for traditional knowledge. Many of the herbs we use have centuries of history behind them, but that’s only the first step. From there, we apply rigorous scientific testing to make sure these ingredients are not only safe but also effective in the way we intend. We look at existing research, conduct our own studies when necessary, and consider the bioavailability of each component. It’s a collaborative effort between traditional herbalists, modern scientists, and medical professionals. Ultimately, the goal is to create formulas that deliver real, measurable benefits.
What role does research and development play at Confidence USA?
R&D is at the heart of everything we do. We’re constantly investing in new research and staying ahead of emerging health trends. Our R&D team is made up of scientists, nutritionists, and herbalists who are passionate about exploring the latest discoveries in health and wellness. We’re not interested in releasing a product just because it’s trendy; we want to ensure it’s backed by solid research. Sometimes, that means spending years perfecting a formula before it ever hits the market. This commitment to excellence has been a cornerstone of our reputation and one of the reasons our customers trust us.
How does Confidence USA stay ahead of industry trends?
We stay curious. It’s as simple as that. Our team is always attending conferences, reading the latest scientific studies, and talking to experts in various health fields. But we also look inward. We gather a lot of feedback from our customers, and that helps us anticipate their needs. In addition, we’re keeping a close eye on advancements in technology, like AI and machine learning, to understand how they can be leveraged to personalize our products even further. It’s all about staying adaptable while remaining committed to our core principles of quality and natural wellness.
What excites you most about the future of the nutraceutical industry?
I’m incredibly excited about the integration of technology with natural health solutions. Personalized nutrition is on the rise, and it has the potential to revolutionize the way we think about supplements. Imagine being able to create a supplement tailored to someone’s unique genetic profile or microbiome—that’s where the future is headed. The more we learn about the gut-brain axis, the role of the microbiome, and the impact of diet on gene expression, the more targeted and effective our products can become. The industry is evolving rapidly, and I’m thrilled to be part of that change.
How does Confidence USA incorporate sustainability into its operations?
Sustainability is non-negotiable for us. We make conscious choices in everything we do, from sourcing our raw materials responsibly to minimizing waste in our production processes. We’ve partnered with suppliers who use regenerative farming methods, and we’re always exploring new ways to reduce our carbon footprint. We also use eco-friendly packaging whenever possible. Our goal is to not only promote human health but also protect the health of our planet. After all, our business is built on the gifts that nature provides, and it’s our duty to give back and take care of the environment.
What advice would you give to your younger self or someone just starting out in the health and wellness industry?
I would tell my younger self to be patient. In the beginning, I was so eager to see immediate results that I sometimes lost sight of the long-term vision. Building something meaningful takes time. For anyone entering the industry, my advice is to stay true to your values. Don’t cut corners for the sake of quick success. This field is about trust, and that trust is earned through integrity, quality, and a genuine commitment to improving people’s lives. Also, never stop learning. The science of health is always evolving, and staying curious will set you apart.
How do you handle setbacks or failures, both personally and professionally?
I’ve learned to view setbacks as opportunities for growth. In business, it’s easy to get discouraged when something doesn’t go as planned, but I try to approach these moments with curiosity rather than frustration. I ask, “What can we learn from this?” and then make sure those lessons are applied in the future. On a personal level, I find that practicing mindfulness and staying grounded through meditation or time in nature helps me maintain perspective. Failures are part of the journey, but they don’t define you. It’s how you respond that truly matters.
What keeps you inspired and energized in your role as CEO?
The people. Whether it’s our team members who are passionate about our mission or the customers who share their health success stories with us, that human connection is incredibly energizing. I also find inspiration in the natural world. Every time I learn something new about an herb or a nutrient and how it can benefit human health, I’m reminded of why I do what I do. There’s so much we still don’t know about nature’s potential, and that mystery keeps me excited to come to work every day.
What legacy do you hope to leave behind with Confidence USA?
I hope to leave a legacy of trust, quality, and innovation. I want people to remember Confidence USA as a company that truly cared about its customers and the planet. A company that didn’t just follow trends but set new standards in the industry through rigorous science and a respect for tradition. More than anything, I want our work to continue impacting lives positively long after I’m gone. If we can change the way people think about health and inspire them to live more balanced, natural lifestyles, then I’ll feel I’ve accomplished something meaningful.