George’s mission is to promote the safe and efficacious use of probiotics throughout the world while being “The Global Voice of Probiotics ®” As a probiotics expert and strategist he has developed international outreach programs for regulators and education platforms for healthcare providers and consumers. Since his designation as executive director, he has grown the association from 40 to over 100 companies worldwide; hosted numerous international probiotics conferences; published extensive probiotic papers and articles and collaborated with fellow probiotics associations to further knowledge on probiotics effectiveness and safety.