Cr.01™ Has a North American Home. Meet Osage Food Products.
When it comes to bringing Cr.01 to North America, we didn't want just a distributor. We wanted a partner who understood food, believed in quality over commodity, and had the kind of customer-first culture that would make brands actually want to pick up the phone.
We found all of that in Bill Dickinson and the team at Osage Food Products.
Today, we're excited to introduce Bill (CEO and President of Osage Food Products) as the person leading Cr.01's distribution across the United States and North America.
Who is Osage Food Products?
Osage Food Products has been a trusted name in the US food and ingredient industry for over 25 years. Based in Washington, Missouri, they've built their reputation primarily in the protein space; you may already know their in-house ingredients, Dairy Pro and Solve Pro, or their growing line of branded flavours and colours. They're an authorised North American reseller for Fonterra, and they've spent decades building deep, lasting relationships across sport nutrition, bakery, confectionery, ice cream, and snack categories.
Bill himself has over 30 years in the whey protein business, starting out sending faxes to dairies around the globe in the early 90s in search of whey protein sources. Eventually, he founded Osage in 1999 with a vision to expand beyond proteins and become a solutions provider. That kind of depth doesn't just build knowledge. It builds the instincts to know a good opportunity when one walks through the door.
How the Partnership Came Together
The connection between Osage and Jenerise started at the Sports and Active Nutrition Summit in San Diego in 2025, where West Bergkoetter (a colleague of Bill's) attended a presentation by Steve Jennings, Rachael's father and co-founder of Jenerise. West called Bill almost immediately. The message was simple: we need to talk about this creatine supplier.
From that first conversation, things moved with real purpose. What could have been a straightforward supplier transaction became something much more meaningful, a long-term exclusive distribution partnership built on shared values, mutual respect, and a joint belief that the creatine opportunity in North America is only just getting started.
Why Osage, Why Now
For Bill and the Osage team, the decision came down to one thing before anything else: quality. Osage has never been in the business of finding the cheapest ingredient on the market. They position themselves as a solutions provider, and that means showing up with products their customers can actually believe in.
Cr.01, as a precision-grade branded ingredient rather than a commodity powder, fits that brief exactly. But what sealed it was the bigger picture. Bill and his team could see what Jenerise was seeing: creatine is following in protein's footsteps. It's already moving beyond the traditional sports nutrition tub and into bakery, snacks, functional foods, ice cream, and confectionery; exactly the markets where Osage's flavours and colours business already has a strong foothold. Adding Cr.01 to their portfolio isn't a leap. It's a natural next step.
Shared Vision
One of the things that made Osage the obvious choice for Jenerise wasn't just their market reach; it was their values. Jenerise is a family business. It's Rachael and her dad, Steve, building something they care deeply about. And when they looked at Osage, they saw the same thing reflected back: a company that answers its own phones, treats customers like people, and takes pride in the relationships it builds.
That's not nothing. When you're handing over exclusive North American distribution rights for your first ingredient launch, you need to trust who's holding the other end of it.
Bill put it well: "We can add value to your business. If I can't add value to somebody's business, maybe it's transactional, but we can add value. That's what's really exciting."
The goal from Jenerise's side is equally clear: to turn the Osage team into true creatine experts, so they can commercialise Cr.01 in the US with the depth of knowledge and care the ingredient deserves.
What It's Like to Work With Osage
Osage brings more to the table than distribution. With in-house formulation support and expertise across flavouring, they can help brands at multiple stages of the development process, whether you're just exploring how to incorporate creatine into a product or you're ready to move fast.
And if you're wondering what the day-to-day experience is like? Bill says it best: when you call Osage, a real person answers.
Reach out to Osage Food Products at osagefood.com or call the office directly to speak with the team.
Cr.01 is available in the US and North America now, exclusively through Osage Food Products. As Bill signed off: "To the moon and beyond. Let's go."
We couldn't agree more.
We all rise together,
Rachael Jennings | Co-Founder + CBO, Jenerise
