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Many algal extracts/preparations have been used in nutritional supplements and cosmetics for many decades, notably Dunaliella, Spirulina, Chlorella, Haematococcus, and numerous kelp species. However, the road to acceptance and use of preparations from new species is long, and there are many barriers to overcome. This article outlines what is needed to achieve acceptance from the perspective of a large marketer and manufacturer of a wide variety of consumer products. Real-life applications are used to show the required and desired information that must flow between the raw material supplier and the manufacturer to effectively bring a new material to the marketplace. The viewpoints of many different levels of the organization are considered including: product formulators with their focus on efficacy (of special interest are results from human clinical trials), mechanisms of action and performance of the ingredient in their formulations; quality assurance that looks for consistency and reliability of the ingredient; regulatory personnel that require assurance and documentation that an ingredient is acceptable in markets around the world; and procurement that requires adequacy of supply to fulfill market demand along with competitive pricing and reliable customer service. [ABSTRACT FROM AUTHOR]