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Description: In This Issue: Pet Health, Big Box Roundtable, Weight Management

www.vitaminretailer.com LI fac KE eb oo k.c US om vi ON tam inr eta ile rm ag az ine Go to vitaminretailer.com nahs for info about this advertiser Go to vitaminretailer.com wakunaga for info about this advertiser d o ou ter Pr or p up S f TABLEOFCONTENTS JANUARY15 VOLUME 22 NUMBER 1 26 32 36 46 Features 26 Weighing The Options When combined with diet and exercise natural supplements can help consumers reach their weight-loss goals. Columns 4 Off the Cuff 24 Retail Fundamentals 40 Supplement Science 42 Healthy Shopper 44 Product Spotlight 46 Health & Nutrition 49 Natural Medicine 32 Keeping Man s Best Friends Healthy As the pet supplementation market continues to grow consumers are discovering the benefits of natural remedies. 36 Thriving in a Big-Box World With competitors such as Whole Foods and big-box retailers like Walmart and Costco hitting home runs in the supplement sales game independent natural products retailers continue to step up to the plate to stay relevant. Copyright 2015. Vitamin Retailer (ISSN 1537-503x & USPS 0019-972) Volume 22 Number 1 January 2015. Vitamin Retailer is published monthly and twice in October by Vitamin Retailer Magazine Inc. 431 Cranbury Road Suite C East Brunswick NJ 08816 USA Phone (732) 432-9600 Fax (732) 432-9288. All rights reserved including the right to reproduce in whole or in part. Not responsible for unsolicited material. Opinions expressed in by-lined articles or advertisements are not necessarily those of Vitamin Retailer or its owners. Publisher is not liable for advertiser product claims or representations. Advertisers assume total responsibility for the contents of their advertisements. Printed in U.S.A. Basic annual subscription rate is 60.00. Periodicals postage paid at East Brunswick NJ 08816 and additional mailing offices. POSTMASTER Send all UAA to CFS. NON-POSTAL AND MILITARY FACILITIES send address corrections to Vitamin Retailer P.O. Box 15186 North Hollywood CA 91615-5186. Subscription Customer Service Vitamin Retailer P.O. Box 15186 North Hollywood CA 91615-5186 USA Phone (818) 286-3168 Fax (800) 869-0040 vrecs magserv.com www.vitaminretailer.com. Back Issues & Single Copies For order information contact (732) 432-9600 or general vitaminretailer.com. August issue is 25.00. October November issue is 45.00. All other issues are 8.00 each. Departments 8 Behind the Counter 10 Trending Now 12 Hot Sellers 14 Industry News 22 NPA Update 51 Research Update 52 New Products 52 Off the Press 55 Advertiser Index 55 Industry Events 56 Back Talk Like Us On www.facebook.com vitaminretailermagazine 2 VITAMIN RETAILER Visit VitaminRetailer.com FreeProductInfo for FREE Product Information or Samples from All Vitamin Retailer Advertisers Also Sign Up for the FREE E-newsletter VitaminRetailer.com WWW.VITAMINRETAILER.COM JANUARY 2015 Go to vitaminretailer.com xlear for info about this advertiser OFFTHECUFF Fighting the Good Fight appy New Year What better way to ring in 2015 than to hear from independent natural products retailers like yourselves regarding the ongoing battle against bigbox retailers who threaten to not only take away market share but also lure away your most loyal of customers. That s the focus of our roundtable discussion (see page 36) in this our first issue of 2015 where we asked a group of retailers to identify and share their experiences frustrations and some of their tricks and strategies for not only keeping up with the big-box retailer down the road but how some of them are even thriving in what many would consider a hostile environment. I encourage you to take the time to read your fellow retailers comments on this important issue one that indeed may help your business get ahead as the industry pushes forward in the New Year. I also wanted to call your attention to a new column called Trending Now appearing for the first time in this issue of VR. Based on conversations with natural products retailers like yourselves our editorial staff has identified product trends in the industry and penned an informative one-page article exploring the product category its health benefits and related products. The goal here is to help you quickly identify what products are hot in the marketplace (and those that are not) and to provide you with relevant information that will allow you to make an educated decision as to whether or not to carry that product on your store shelves. 4 VITAMIN RETAILER 1994 ea t ng 20 Y CelebraEixcellence f o rs 2014 H Our initial Trending Now column (see page 10) takes a look at the fruit-bearing plant Garcina cambogia which continues to garner national attention for its potential weight loss benefits. Is that actually the case or has the hype died down since Dr. Oz first talked about the product on his show back in 2012 (and later appeared on Capitol Hill to defend his promotion of the product) This column is tied closely to this month s feature story on weight management where we take a look at available supplements in the category and sort out the playing field with a scorecard customers can trust when shopping at their favorite natural products retailer. Finally our first issue of 2015 includes a cover story (yes we simply couldn t resist putting man s best friends on the cover) on pet health where natural product retailers and specialty retailers have an opportunity to cash in on this growing market. According to the American Pet Products Association s 2014 estimated sales projections within the U.S. market pet owners were expected to spend upwards of 58.1 billion during 2014. We re truly excited about our initial offering for the New Year and look forward to bringing you 12 more information-packed issues (monthly plus a special 13th issue in October November in our 2016 Buyer s Guide) during 2015. Coupled with our new and expanded website (www.vitaminretailer.com) along with our growing social media presence on Facebook Twitter Linkedin Instagram and Pinterest there s plenty of tools at your disposal to help you make the right decisions for your business. Happy 2015 and I look forward to hearing from you in the months ahead Publisher Daniel McSweeney Editorial Director DanM VRMmedia.com Associate Russ Fields Publisher RussF VRMmedia.com Advertising Roy Kieffer Sales Manager RoyK VRMmedia.com Advertising Gary Pfaff Sales Associate GaryP VRMmedia.com Editor-in-Chief Daniel Breeman DanielB VRMmedia.com JanetP VRMmedia.com Managing Editor Janet Poveromo Associate Shari Barbanel Editor ShariB VRMmedia.com Assistant Cristina Goodwin Editor CristinaG VRMmedia.com Art Director Robert Certo Production Manager RobertC VRMmedia.com Production Assistant Bryan Zak Graphic Designer BryanZ VRMmedia.com Contributing Writers Gene Bruno MS MH Debby Mayhew Michael T. Murray ND Cheryl Myers Circulation Yoko McSweeney Manager General VRMmedia.com 431 Cranbury Road Ste. C East Brunswick NJ 08816 (732) 432-9600 (732) 432-9288 info VRMmedia.com www.vitaminretailer.com Daniel McSweeney DanM VRMmedia.com information for and about the dietary supplement industry in order to foster industry growth and help preserve the rights of dietary supplement suppliers and retailers. VRM Media Phone Fax E-mail Website President Mission Vitamin Retailer magazine Statement is dedicated to providing Subscription Customer Service To order a subscription or manage your account please contact us at Vitamin Retailer P.O. Box 15186 North Hollywood CA 91615-5186 USA Phone (818) 286-3168 Fax (800) 869-0040 vrecs magserv.com www.vitaminretailer.com Back Issues See the Table of Contents page for price and order information. WWW.VITAMINRETAILER.COM JANUARY 2015 Go to vitaminretailer.com reddremedies for info about this advertiser Go to vitaminretailer.com supernutrition for info about this advertiser BEHINDTHECOUNTER Behind the Counter is a monthly column profiling successful natural product retailers. The Gulf Goes Golden GOLDEN ALMOND HEALTH FOOD STORE (FORT WALTON BEACH FL) O n the north shore of Florida s Gulf Coast lies Fort Walton Beach home to Golden Almond Health Food Store the only health food store in town. For more than 30 years Golden Almond has provided locals with healthy foods natural remedies and more. In 2013 Brian X. Mobley became the owner of the familyfriendly shop. I ve been working with the store for several years and have been in the natural health field for over a decade (and love it) he boasts. It s no wonder why Mobley jumped at the opportunity to buy the business when the time came. It seemed like a natural fit for me he said. When Mobley took on the role of owner his mind filled with ideas on how to make Golden Almond Health Food Store bigger and better he recalled. Originally the store was 50 percent supplements and 35 percent certified organic vegan and glutenfree food items leaving 15 percent of the floor space for topical skincare and essential oil products. In addition to the market they house a 100 percent organic caf specializing in juice smoothies freshly prepared soups and salads as well as other light and healthy items. The caf really adds to the overall atmosphere of the store and allows customers to shop while they wait for their food to be prepared he said. However change is right around the corner in a good way. The health food store will soon be undergoing renovations and remodeling in order to expand both floor and shelf space for a larger variety of products for customers. Laying down the blueprint for what the store will look like in the near future Mobley explained that the new Golden Almond will expand its floor space by hundreds of square feet with new floors and wood shelving plus new installation of lighting. Not only is the store expanding the interior it will be debuting a private label line that will include a large selection of supplements essential oils and skincare with a strict focus on organic products. there would be an industry-wide shortage [of the ingredient] for weeks so we couldn t provide customers with the items they re looking for. Needless to say this is frustrating to everyone involved. Granted Mobley appreciates the talk show host s influence on increased awareness regarding health related issues although he would appreciate it if retailers could get a warning before the popular talk show personality mentions an ingredient so that the store can properly stock their shelves to meet the consumers demands. To address the problem Mobley ensured customer satisfaction by offering special orders by mail so that any product found in the store whether in stock or not can be delivered to the comfort of the customer s home. To tackle online customer service Golden Almond Health Food Store offers other outstanding benefits to keep shoppers happy. We have discounts available through our website through our Facebook page and via our Frequent Buyer Program which is a stamp card that can be redeemed for 20 percent off the owner explained. It s no secret social media is one of if not the only successful way to market a small business in today s crazed world built on media and technology. established themselves as the go-to health food store. We have long-standing relationships with our customers who trust us to not only give them accurate advice but also to put items on our shelves that are a cut above what they d find at a more mainstream store. The dedicated and passionate staff jumps to the opportunity to share their knowledge with customers especially those who are dabbling in a health-conscious way of life Mobley added. Taking the time to consult with them about their specific needs as well as maintaining higher quality products to address those needs have been the key to our over three decade longevity serving the community he explained. Promoting Self-help No Comparison Addressing the Wonderful Wisdom From Oz According to Mobley the media has played a large role in Golden Almond s success. Dr. Oz was a blessing and a curse for a long time because he would certainly motivate people who would otherwise not come into a health store to check us out he explained. The downfall is that when he d recommend something 8 VITAMIN RETAILER At the moment Golden Almond Health Food Store has no competitors since they are the only health food store in their surrounding area. Yet that will change come 2016. But Mobley isn t dwelling on their soon-to-be competitor Whole Foods he said because the new store will be located in a neighboring city and although the national chain supermarket will provide customers with extensive retail space and an array of produce Mobley said he is confident we will have discounted prices on virtually all of our items and carry many specialty supplements from niche brands that Whole Foods doesn t. There are many other reasons why customers stay loyal to Golden Almond Health Food Store Mobley said. As a oneof-a-kind in Fort Walton Beach they have Mobley pointed out that Golden Almond s staff can only provide so much information to their customers. Our customer service is second to none and we have a high staff-customer ratio so there is always someone available to consult with about health issues and product recommendations. For extra insight on health-specific topics supplements minerals food personal care etc. customers are encouraged to bury their nose in the stores extensive library. One of those topics genetically modified foods (GMOs) is one of the most concerning issues the health food industry faces according to Mobley. He said he became familiar with this trending matter years ago. The lack of rigorous testing on the safety of GMOs in the food supply as well as the potential health hazards associate with such invasive alteration of nature should be alarming to everyone he added. Golden Almond supports the nonGMO campaign and highlights non-GMO labeling in the store. No matter what side of the debate you re on we think everyone can agree that you should have a right to know what you re eating so you can make more informed choices he said. WWW.VITAMINRETAILER.COM JANUARY 2015 Go to vitaminretailer.com essentialformulas for info about this advertiser TRENDINGNOW Garcina Cambogia BY SHARI BARBANEL body fat loss or weight loss. And according to a systematic review of nine credible human trials (which included a total of 706 participants) published in a 2011 issue of the Journal of Obesity garcinia extracts containing hydroxycitric acid may produce small but significant shortterm weight loss. that except in rare cases studies conducted in experimental animals have not reported increased mortality or significant toxicity. According to Livestrong.com a typical dose of garcinia is 300 to 500 mg taken with water a half-hour before mealtime three times per day. Adverse reactions are typically mild and can include headache nausea dizziness and diarrhea. Further it is recommended to check with a health care professional before taking garcinia as it can interact with prescription medications. Those who are pregnant breastfeeding or have diabetes are also advised not to take garcinia. hen Dr. Mehmet Oz mentions a natural ingredient on his television show it is practically guaranteed the ingredient will suddenly become a hit. Such was the case with Garcina cambogia first mentioned on the show in 2012. Native to India and parts of Asia the fruit of garcinia resembles a miniature pumpkin and its rinds were traditionally used as a flavoring or seasoning agent. Additionally the fruit and its rind are also used for inflammation constipation rheumatism and gastrointestinal issues in ayurveda. However thanks to Dr. Oz garcinia is now best known for weight loss. The rind is rich in hydroxycitric acid (HCA) which according to a 2013 article published in Evidence-Based Complementary and Alternative Medicine may help regulate levels of the hormone serotonin improve fat metabolism and decrease the creation of new fat in the body. According to a 2011 study published in Lipids in Health and Disease researchers found that garcinia helped alleviate the damaging effects of high fat and high-sugar diets fed to rats. Further garcinia also functioned as an antioxidant decreasing oxidative stress in renal tissues. W According to a systematic review of nine credible human trials garcinia extracts containing hydroxycitric acid may produce small but significant short-term weight loss. While the effectiveness of garcinia cambogia is still debatable a 2012 study published in the Critical Reviews of Food Science and Nutrition noted that it is relatively safe in recommended dosages. However there aren t any long-term studies focusing on safety yet. There is still little evidence to support the potential effectiveness and long-term benefits of garcinia extracts the researchers said. With regard to toxicity and safety it is important to note In the Hot Seat Recently a panel of senators on Capitol Hill grilled Dr. Oz about his promotion of weight-loss ingredients--including garcinia as well as green coffee bean extract. The scientific community is almost monolithic against you in terms of the efficacy of the three products you called miracles said Senator Claire McCaskill (D-MO) chairwoman of the Subcommittee on Consumer Protection Product Safety and Insurance who led the panel. I don t get why you need to say this stuff when you know it s not true. When you have this amazing megaphone why would you cheapen your show ... With power comes a great deal of responsibility. Dr. Oz did say that although he used flowery language on his show he feels that his job is to be a cheerleader for the audience and when they don t think they have hope when they don t think they can make it happen I want to look and I do look everywhere including in alternative healing traditions for any evidence that might be supportive to them he said. And while Dr. Oz stressed that he could not be held responsible for what certain companies say online he said he has toned down his language and will publish a list of products he thinks really can help people lose weight. VR A Closer Look While some studies seem promising there are human clinical studies that were found to be inconclusive. In a 1998 study published in the Journal of the American Medical Association researchers measured the effects of a garcinia supplement in overweight men and women. Compared with a placebo garcinia did not stimulate 10 VITAMIN RETAILER WWW.VITAMINRETAILER.COM JANUARY 2015 Go to vitaminretailer.com nowsolutions for info about this advertiser HOTSELLERS Hot Sellers is a monthly what s hot at retail snapshot of six categories of products sold in health food stores across the U.S. by region provided by a rotating Retailer Advisory Board of participating stores. NORTHEAST SOUTHEAST LIFETYHME MARKET New York NY VITAMIN MINERAL SUPPLEMENT Saccharomyces Boulardi MOS by Jarrow Formulas SPECIALTY SUPPLEMENT Melatonin NutraSpray by Source Naturals HERBS BOTANTICALS C&F Support by Woodstock Herbal Products FUNCTIONAL FOOD BEVERAGE 100% Raw Coconut Water by Harmless Harvest PERSONAL CARE Lip Balm by Vitamin Schtick HOT PRODUCT OF THE MONTH Pumpkin & Spice Icelandicstyle skyr by Siggis LIVE NATURALLY VITAMINS & SUPPLEMENTS Albany GA VITAMIN MINERAL SUPPLEMENT B-Right by Jarrow Formulas SPECIALTY SUPPLEMENT Organic Raw Apple Cider Vinegar by Bragg HERBS BOTANTICALS Goldenseal Advanced Digestive Support Organic by Botanipharma FUNCTIONAL FOOD BEVERAGE Organic Millet Sourdough Bread by Sami s Bakery PERSONAL CARE African Black Soap by Nubian Heritage HOT PRODUCT OF THE MONTH Argan Mint Lip Remedy by Andalou Naturals MIDWEST OZARK NATURAL FOODS Fayetteville AR CENTRAL GREENTREE COOPERATIVE GROCERY Mount Pleasant MI VITAMIN MINERAL SUPPLEMENT Magnesium Caps by Twinlab SPECIALTY SUPPLEMENT Super 8 Hi-Potency by Udo s Choice HERBS BOTANTICALS Tumeric Root Powder by Frontier Co-Op FUNCTIONAL FOOD BEVERAGE Organic Refined Coconut Oil by Nutiva PERSONAL CARE Lavender Essential Oil by Ozark Natural Foods HOT PRODUCT OF THE MONTH Organic Refined Coconut Oil by Nutiva VITAMIN MINERAL SUPPLEMENT Kind Organics Multivitamin by Garden of Life SPECIALTY SUPPLEMENT CherryFlex by Brownwood Acres HERBS BOTANTICALS CuraMed by Europharma FUNCTIONAL FOOD BEVERAGE PB 8 Probiotic Acidophilus by Nutrition Now PERSONAL CARE Bar Soap by Soap Works HOT PRODUCT OF THE MONTH Fair Trade Alpaca Knits by Andes Gifts NORTHWEST WEST GRANOLA S NATURAL MARKET Mill Creek WA VITAMIN MINERAL SUPPLEMENT Kind Organics Multivitamin by Garden of Life SPECIALTY SUPPLEMENT Curamin by Terry Naturally HERBS BOTANTICALS Fenugreek by Solaray FUNCTIONAL FOOD BEVERAGE RAW Meal by Garden of Life PERSONAL CARE Pure Rosehip Seed Oil Organic by Life-flo HOT PRODUCT OF THE MONTH Ultimate Flora Critical Care 50 Billion by ReNew Life FREDDIE S NUTRITION Las Vegas NV VITAMIN MINERAL SUPPLEMENT Kind Organics Multivitamin by Garden of Life SPECIALTY SUPPLEMENT CLA 95 by AllMax HERBS BOTANTICALS CytoGREENS by Nova Forme FUNCTIONAL FOOD BEVERAGE Granola by Paleo People PERSONAL CARE Squalene HOT PRODUCT OF THE MONTH Quest Bars by Quest Nutrition Retailers interested in having their stores featured in Hot Sellers can visit vitaminretailer.com hotsellers. 12 VITAMIN RETAILER WWW.VITAMINRETAILER.COM JANUARY 2015 Go to vitaminretailer.com cvc for info about this advertiser INDUSTRYNEWS Got News Send news press releases to Editor Vitamin Retailer 431 Cranbury Road Ste. C East Brunswick NJ 08816 DanielB VRMmedia.com VRM Media Acquires Fitness Trainer Magazine RM Media (East Brunswick NJ www.vrmmedia.com) publisher of Vitamin Retailer and a leading provider of business magazines websites and e-newsletters for the health and natural products industry has announced its acquisition of Fitness Trainer magazine from the Mallarina Sales Corporation. Fitness Trainer (www.fitnesstrainermag.com) founded in 2012 by Robert B. Rose is a digital business magazine for personal trainers and other professionals within the 78 billion global fitness and health club industry. The magazine is distributed on a six-time per year basis to more than 90 000 personal trainers plus bonus distribution to more than 100 000 active fitness consumers including top athletes coaches physical therapists and nutritionists. We are thrilled to welcome Fitness Trainer into the VRM Media family of health and wellness business publications said Daniel McSweeney president of VRM. Fitness Trainer is the No. 1 business magazine for personal trainers and with its focus on health and fitness is a perfect addition V to VRM s existing portfolio which along with Vitamin Retailer also includes Gluten Free Retailer Nutrition Industry Executive and Natural Practitioner. Fitness Trainer is at the forefront of today s publishing industry technology with its digital interface providing a number of unique and beneficial user tools McSweeney added. Also readers and advertisers are able to immediately connect with just a click of a mouse or tap of a finger. VRM announced that Bob Rose would continue to oversee the publication as consulting editor working alongside current editor-inchief Amy Kierce and graphic designer Jesse Radford. The magazine s advertising sales efforts will now be directed by VRM s Roy Kieffer assisted by Russ Fields and Gary Pfaff. Fitness Trainer grew in popularity beyond my imagination in just two years noted Rose. In order for it to reach the next plateau a full staff of professionals was needed and VRM was a perfect fit in every way. I am pleased to join the VRM team and to continue to help produce Fitness Trainer for the benefit of our many loyal readers and advertisers. Fitness Trainer is for trainers by trainers with articles written by world-renowned fitness experts including regular contributions from leading certification and training organizations such as the National Strength and Conditioning Association the National Council for Certified Personal Trainers the International Association of Resistance Trainers and the National Academy of Sports Medicine. For more information visit www.fitnesstrainermag.com Supplement Caucus Co-Chair Rep. Pallone Now on Key House Committee ep. Frank Pallone Jr. (D-NJ) the co-chair of the Congressional Dietary Supplement Caucus narrowly beat out Rep. Anna Eshoo (D-CA) to replace vocal supplement industry critic Rep. Henry Waxman (D-CA) as the ranking Democrat on the House Energy and Commerce Committee reported the American Herbal Products Association (AHPA). Among the committee s broad jurisdiction are several areas that impact the herbal products industry including food drug and supplement safety consumer protection public health research environmental quality and interstate and foreign commerce reported AHPA adding in addition to overseeing the Food and Drug Administration Federal Trade Commission the committee supervises the Departments of Health and Human Services and R Commerce as well as the Department of Energy the Environmental Protection Agency and the Federal Communications Commission. The herbal products industry congratulates Rep. Pallone on his appointment as ranking member of the House Energy and Commerce Committee said Michael McGuffin president AHPA. As the popularity of herbal products continues to grow it is critical that the industry is well represented on this influential committee. AHPA looks forward to working with Rep. Pallone and the rest of the committee to promote the responsible commerce of herbal products. The House Democratic Caucus voted 100-90 for Rep. Pallone to replace Rep. Waxman who is retiring at the end of the year. According to the association Reps. Pallone and Eshoo began vying for the ranking member position on the committee at the end of January when Rep. Waxman announced his plans to retire. Rep. Pallone is currently the No. 3 Democrat on the committee and Rep. Eshoo is number five but was backed by House Minority Leader Rep. Nancy Pelosi (D-CA) who was just re-elected to continue to serve as the top Democrat in the House. The committee will look different when Congress convenes in 2015 as the top two senior Democratic members Reps. Waxman and John Dingell (D-MI) are retiring. In addition senior Republican Rep. Ralph Hall (R-TX) lost his re-election bid in the primaries reported AHPA. For more information visit www.ahpa.org. 14 VITAMIN RETAILER WWW.VITAMINRETAILER.COM JANUARY 2015 President Obama Signs Sunscreen Innovation Act n November 26 President Obama signed the Sunscreen Innovation Act (SIA) into law after it was passed in the House of Representatives on November 14. The bill is designed to address a regulatory backlog that is preventing U.S. consumers from having access to advanced effective sunscreens that are widely available in the rest of the world. The U.S. Senate passed the bill in September. SIA will help the U.S. catch up to other countries in sunscreen technology by expediting the U.S. Food and Drug Administration s (FDA) review process for active ingredients in sunscreens that have long been approved for use in places such as Europe and Canada. Some of these sunscreen ingredients have been safely used overseas for years but have had their applications pending before the FDA for more than a decade. SIA also seeks to shed some light on the FDA s review process by requiring the agency to periodically report to Congress on the progress of this effort. The signing of the Sunscreen Innovation Act by President Barack Obama is the culmination of persistent bipartisan work by Congress and stakeholders to provide Americans with access to the latest sunscreen products to help curb future cases of skin cancer particularly melanoma said Michael Werner Public Access to SunScreens (PASS) Coalition policy advisor. We are confident that the new law will enable Americans to have greater choices when it comes to protecting their skin from the sun s harmful UVA and UVB rays Werner said. Skin cancer is the most common form of cancer diagnosed in the U.S. Each O year there are more new cases of skin cancer -- including melanoma -- than the combined incidence of breast cancer prostate cancer lung cancer and colon cancer. On average one person dies every hour from melanoma the deadliest of the skin cancers because of its ability to move quickly and spread to distant organs in the body and melanoma rates are rising dramatically across demographics. Over the past 40 years melanoma rates have increased 800 percent among young women and 400 percent among young men. The last over-the-counter (OTC) sunscreen ingredient to be approved by FDA was in the 1990s. Since 2002 eight new sunscreen applications have been filed and are still awaiting review 12 years later. With President Obama s approval of the bipartisan SIA FDA must now work with applicants Congress and stakeholders to implement the new law. FDA must render a decision on the eight pending sunscreen application according to statutory timelines created by the legislation with some decisions expected as quickly as six months from enactment. The President s approval of the Sunscreen Innovation Act demonstrates that the White House and Congress agree that FDA should ensure all sunscreens receive a transparent review within a predictable timeframe. With this law Congress has helped answer the U.S. Surgeon General s Call to Action to Prevent Skin Cancer. The PASS Coalition and other stakeholders will now focus on working with FDA to guarantee the new law is implemented as quickly as possible Werner said. UAS Labs Acquires Micropharma and Cardioviva Probiotics AS Laboratories LLC (Wausau WI) has announced the acquisition of certain intellectual property assets of Micropharma Limited Montreal Canada whose researchers have developed the awardwinning probiotic strain Lactobacillus reuteri NCIMB 30242 offered under the mark LRC and protected by two families of registered patents. The LRC strain has been shown to support healthy cholesterol levels and maintain heart health. As part of the agreement UAS Labs also takes ownership of the Cardioviva brand of probiotics formulations offered under the Cardioviva brand can be found at major retailers in the U.S. and Canada. We are extremely proud to have U acquired this superb intellectual property from Micropharma as it furthers our company mission of being the leader in providing probiotic-based health solutions worldwide and for growing the condition-specific health benefits associated with these bacteria said UAS Labs President and CEO Kevin Mehring. UAS Labs and its experienced management team are perfectly positioned to advance not only the commercial success but also the scientific documentation around the LRC strain and the Cardioviva formulations added Micropharma CEO Ryan Jones. For more information visit uaslabs.com. Go to vitaminretailer.com healthplus VITAMIN RETAILER 15 JANUARY 2015 WWW.VITAMINRETAILER.COM INDUSTRYNEWS GGFC to Help Fund World s Largest GMO Safety Study he Global GMO Free Coalition (GGFC) welcomes the launch of the largest ever study on genetically modified organism (GMO) and pesticide safety--Factor GMO. The Organic Consumers Association (OCA) is a member of the coalition and Ronnie Cummins international director OCA and its Mexico affiliate Via Organica and member of the GGFC steering committee said for years consumers have been exposed to Monsanto s Roundup through multiple channels including the pollution of groundwater that results from the planting of millions of acres of Roundup-resistant corn and soy crops. Last year the U.S. Environmental Protection Agency again ruled in favor of Monsanto when the agency approved the allowance of higher levels of glyphosate the key ingredient in Roundup on fruits and vegetables sold for human consumption Cummins said. We fully support this unprecedented study which we believe will provide once and for all irrefutable scientific evidence that Roundup should be banned. Factor GMO will include three arms T carcinogenicity toxicity and multigenerational. These arms will give clear information on the health impacts of the Roundup Ready GM maize variety being studied and the glyphosate herbicide with which it is grown. Glyphosate-based herbicides are the most widely used pesticides in the world. Monsanto s Roundup herbicide is just one of these glyphosate-based herbicides and accounts for 20 percent of Monsanto s net profits every year. Factor GMO will provide a clear idea of what level of harm glyphosate-based herbicides cause to human health and will also identify whether Roundup (which includes glyphosate and other ingredients) is more harmful to human health than glyphosate on its own. The GGFC is urging governments and regulatory authorities worldwide to use the precautionary principle regarding GM crops and glyphosate Roundup until the results of this comprehensive study are released over the next three years. Any other decision by regulatory authorities will leave them open to future accusations of endangering public health based on a lack of comprehensive evidence on the safety of GM crops and their associated pesticides. Factor GMO announced at its launch that it will accept funds from all sources except the biotech industry. It is for this reason that the GGFC is launching a worldwide fundraising campaign until April 2015. The GGFC aims to help Factor GMO raise the required 3 million to include the full multi-generational arm needed to identify whether the GM maize variety studied and or glyphosate and Roundup cause infertility or birth defects. For more information visit www.factor.gmo.com en or www.gmofreeglobal.org. Go to vitaminretailer.com uckele for info about this advertiser MusclePharm Selects Ugam for Monitoring Pricing Intelligence ew York-based Ugam has announced that MusclePharm Corporation (Denver CO) has selected Ugam s Brand Intelligence solution to help protect its margins brand reputation and channel relationships reported the company. Ugam s technology and services enable MusclePharm to deliver a better customer experience by enforcing MAP (minimum advertised price) policy compliance ensuring that all channel partners sell its products at fair and uniform prices according to Ugam. MusclePharm selected Ugam for its pricing intelligence MAP monitoring and operational support capabilities which enable MusclePharm to efficiently monitor channel performance detect pricing violations identify authorized and unauthorized activity and act upon that information reported the company. Ugam s Brand Intelligence solution combines big data with predictive analytics to uncover channel insights and recommend actions to enforce pricing policy prevent revenue loss from unauthorized activity and promote fair competition among brand affiliates and dealer channels. With an expanding distribution footprint growing number of product SKUs and the launch of new products we turned to Ugam because of their unique offering of large-scale realtime price monitoring combined with support services that help us maintain MusclePharm s pricing policy and give our channel partners confidence that the company s MAP policy is creating fair competition said Richard Estalella president MusclePharm. Ugam s Brand Intelligence solution helps channel managers and pricing analysts cope with the increasingly vast quantity of data they need to monitor from retailer ecommerce sites marketplaces and comparison shopping engines and helps them take timely and effective action reported the company. The solution is supported by Ugam s global service team which monitors for unauthorized activity and follows up with authorized channel partners. For more information visit www.musclepharm.com or www.ugamsolutions.com. N 16 VITAMIN RETAILER WWW.VITAMINRETAILER.COM JANUARY 2015 Go to vitaminretailer.com essentialformulas for info about this advertiser INDUSTRYNEWS OTA Gears Up Far-Reaching Strategy to Boost Organic Exports f Taka Yamaguchi has his way athletes competing in the 2020 Summer Olympics in Tokyo will be eating organic--an ambitious plan that more than 100 of Japan s top grocery retailers food importers and distributors learned about at a recent Organic Trade Association (OTA) sponsored seminar in Japan. Yamaguchi executive officer of Organic Japan was part of a roster of agricultural organic and food industry experts and policy officials taking part in two capacity-filled OTA programs that brought industry and government leaders together in Tokyo and Osaka to learn about the range and quality of U.S. organic products get up to speed on a bilateral trade deal that will help feed Japan s growing appetite for organic and sample organic treats of grilled cheese sandwiches vegetable burritos ginger lemonade and more. With a grant for 784 902 from the U.S. Department of Agriculture s (USDA s) Market Access Program (MAP) to I promote U.S. organic products abroad in 2015 OTA is gearing up a far-reaching strategy for next year that will include more organic promotional and education programs in Japan and around the globe. OTA will be showcasing the American organic brand in the largest food shows in the world conducting international seminars on organic regulatory issues hosting trade missions to connect foreign buyers and domestic suppliers helping retailers in the world s biggest markets sell the value of organic and continuing to assist U.S. organic exporters with OTA s online U.S. Organic Export Directory and its Global Organic Trade Guide. Exports are increasingly important to U.S. producers and handlers. The organic industry is invested in building the relationships and U.S. organic brand awareness required for long-term export growth said Laura Batcha CEO and executive director of OTA. The industry is poised to fully utilize the muchwelcomed grant assistance from USDA provided through its Market Access Program. A recent OTA survey of the U.S. organic industry shows a growing number of organic stakeholders involved in the export market--just over 60 percent of respondents surveyed last year said they export all or some of their organic products with an additional 20 percent reporting that they plan to get into the international arena. Many of today s organic exporters are new to the export business with some 50 percent selling their products on the global stage for five years or less and almost 20 percent just two years or less. Demand for organic in the United States has been booming with organic sales in 2013 hitting a new record of 35.1 billion. Demand for organic around the world has been exploding as well and U.S. organic exports in 2013 reached a new high of 537 million up more than 20 percent from the previous year. For more information visit www.ota.com. Vitamin D Council Introduces In-home Vitamin D Test Kit t is estimated that 40 to 75 percent of all Americans are deficient in vitamin D which has been linked to an increased risk to Alzheimer s cancer cardiovascular autoimmune and other diseases. To help bring awareness and to test individual vitamin D levels the Vitamin D Council has announced the release of vitamin D test kits that can be completed from the comfort of home. The kit is the most affordable vitamin D kit on the market and is now available for shipping nationwide. Vitamin D is vitally important and is essential for calcium consumption bone health and virtually all human organs. I Vitamin D deficiencies have been associated with a variety of diseases from cardiovascular disease childhood asthma multiple sclerosis cancer and cognitive impairment in the elderly. Vitamin D deficiency is of more concern during the winter months when people are unable to make as much vitamin D from the sun. Symptoms of vitamin D deficiency include bone pain muscle weakness chronic fatigue and impaired balance among others. Even without symptoms too little vitamin D poses health risks. The Vitamin D Council s mission is to educate the public and health care Go to vitaminretailer.com michelles for info about this advertiser 18 VITAMIN RETAILER providers on the importance of vitamin D and to help reduce the global burden of vitamin D deficiency. The new test kits mark a major leap forward for the Council and provides a servicebased approach to helping combat vitamin D deficiency. It estimated that 40 percent of the American population is deficient in vitamin D said John Cannell MD executive director of Vitamin D Council. This convenient test kit will have a large impact and help reduce the burden of this pandemic. The new test kit is the most affordable test kit of its kind currently available in the United States 50 for a single kit and 180 for a kit for a family of four. Kits can be ordered from www.vitamindcouncil.org testkit. All that is required to test is a few drops of blood on the spot card provided which is then shipped to the Council s partnering lab Iowa-based Heartland Assays. Heartland Assays a company that provides testing for many large academic studies uses the highly accurate LC MS MS technique to determine vitamin D levels. Within one to two weeks results are conveniently uploaded to a secure webpage which can only be accessed by the customer s private account information. For more information visit www.vitamindcouncil.org. WWW.VITAMINRETAILER.COM JANUARY 2015 Go to vitaminretailer.com nutrex for info about this advertiser INDUSTRYNEWS eaVision Holding s (Scottsdale AZ) EyePromise vizual EDGE PRO is being used by professional baseball players to stay at the top of their game according to the company. Running from early October until the championship game in mid-November the Arizona Fall League has seen some of baseball s top stars perform before they were stars. Household names like Derek Jeter Albert Pujols Giancarlo Stanton and Matt Holiday all donned Fall League jerseys at one point in their respected careers reported ZeaVision. Boosting vision and reaction time through nutrition is a relatively new concept said Dave Ellis a sports dietician with over 30 years of experience in the field. Ellis worked with EyePromise during the 2013 and 2014 Arizona Fall League seasons travelling from club house to club house educating some of Z Top Baseball Prospects Using Nutrition to Optimize Vision Reflexes baseball s top minor league prospects on the link between certain nutrients and improved vision processing speed and reaction time. The truth of the matter is that there is a growing body of research that supports the positive role specific nutrients like zeaxanthin have on the way our eyes perform. Launched in 2012 EyePromise vizual EDGE PRO is designed to help athletes see better and react faster by improving vision quality and increasing visual processing speed or the speed at which the eyes and brain communicate. Dr. Dennis Gierhart founder of ZeaVision Holdings and scientist behind the EyePromise brand of eye vitamins said the growing body of research was becoming too great to ignore. EyePromise presented an award to the 2014 Arizona Fall League batting champion and prized Cincinnati Reds prospect Jesse Winker who hit .338 over the course of the season won a close race leading all hitters in batting average going into the championship game reported ZeaVision noting his performance raised funds for Optometry Giving Sight a global fundraising initiative that targets the prevention of blindness and impaired vision due to uncorrected refractive error. Baseball players aren t the only ones utilizing paprika-derived zeaxanthin for improved vision and reaction time according to Gierhart adding adopters range from USA Olympic hockey hopefuls to professional basketball players golfers tennis players and even Olympic skeet and trap shooters. We have had a huge influx of people asking to buy what the pros are taking said Gierhart. For more information call (866) 833-2800 or visit www.eyepromise.com. Topricin s New Floor Display Unit Offers Retailers Flexible Options opical BioMedics Inc. (Rhinebeck NY) announced the introduction of its new Topricin floor display. The four-color unit stands 56 inches high by 13 inches wide by 15 inches deep and is composed of heavy-duty cardboard with flexible shelving for numerous display options of any type and size of the company s safe natural Topricin pain relief and healing cream formulas reported the company. We are pleased to fulfill retailers need for an eye-catching Topricin floor display that has a small footprint but holds multiple combinations of Topricin products for maximum exposure and sales said Lou Paradise president and chief of research Topical BioMedics. Topricin formulas are strong sellers and we anticipate a very enthusiastic T response to the new floor display. The freestanding display which holds Topricin Topricin Foot Therapy Cream and Topricin for Children includes a replaceable 2.00 coupon booklet and product trifold brochure pocket. To order the floor display and Topricin products retailers can select from the premium package deluxe package or economy package and the profit for each option is printed on the order form reported the company. Along with the new display Topical BioMedics now offers TopTrack a new app for on-the-go pain tracking and monitoring which is available free of charge for iPad via the Apple Store and will roll out on additional devices in the coming months. For more information call (845) 871-4900 or visit www.topricin.com. You re Hired Holly E. Johnson PhD has joined the staff of Alkemist Labs (Costa Mesa CA) as senior analytical chemist leading Holly E. Johnson project teams in analytical testing and R&D as well as performing specialized research. Johnson earned her PhD in Pharmacognosy at the College of Pharmacy University of Illinois Chicago under renowned pharmacognosist and researcher Dr. Norman Farnsworth. UAS Laboratories (Wausau WI) has announced the appointment of Michele Rickard to vice president of quality and continuous improvement. Rickard brings UAS Laboratories more than 14 years of experience in the field of quality control. Since joining UAS Labs in May 2013 she has led numerous initiatives to improve efficiency traceability and communication through all processes. 20 VITAMIN RETAILER WWW.VITAMINRETAILER.COM JANUARY 2015 Go to vitaminretailer.com scandinavian for info about this advertiser NPAUPDATE Leading Industry Association Speaks Directly to Vitamin Retailer s Readers T Natural Products Day 2015 and new leaders on our issues are identified. The afternoon session of Natural Products Day offers an invaluable opportunity to accomplish this goal. The schedule will be packed with prearranged appointments with congressional members and staff during which conference participants will have the opportunity to address pertinent issues affecting the natural products industry and their businesses with lawmakers from their home states. The day will conclude with the celebratory Congressional Champions Awards Reception for members legislative staff and lobby day participants at which several members of Congress will receive recognition for their outstanding leadership on behalf of the natural products industry. The reception provides yet another opportunity for members to mix and mingle with officeholders and staff. Additionally the Natural Products Association Political Action Committee (NPA PAC) traditionally hosts an evening reception the night before the conference. The PAC allows members a channel to organize a united voice for effective political action. By investing in NPA PAC members demonstrate their commitment to achieving better government through political action thereby ensuring a prosperous and healthy future for the natural products industry. The PAC can show Congress that the industry is politically aware and active and cannot be ignored. We are a force to be reckoned with. he Natural Products Association (NPA) is pleased to announce the 18th Annual Natural Products Day advocacy conference has been scheduled for March 24 2015 in Washington D.C. NPA members and other representatives from the natural products industry will gather on Capitol Hill to educate members of Congress and legislative staff about the important role natural products play in keeping Americans healthy and the overwhelming public benefits of preventive care. Last year s Natural Products Day was one of the most well-attended lobby day events with retailers all across the country participating and we re planning to make this the best one yet. Mark your calendars now--you won t want to miss this. Natural Products Day offers the opportunity for individuals in the industry to take a more active role in governmental advocacy and education and greatly enhance the profile and visibility of the natural products industry on Capitol Hill. It s also a fun and effective way for NPA members to develop and strengthen relationships with congressional leaders and members as well as provide useful information on the issues affecting their businesses. This year s day-long event will feature a Welcome to Washington breakfast followed by an Advocacy 101 Workshop hosted by political insiders. Attendees will be provided with the information needed to lobby legislators on policy relevant to the industry and strategic insight on how to make their voices heard above the crowd--notably important when bringing your issues to Capitol Hill. The legislative focus in the House and Senate will likely be centered on bills affecting food quality and safety access to dietary supplements and promoting preventive care. The House and Senate will also have many new faces this year making Natural Products Day 2015 that much more important for our industry. With the retirement of some of the industry s leading advocates it is imperative new friendships are formed with members of Congress 22 VITAMIN RETAILER Dedicated Retailers Each day retailers dedicate their time energy and resources to ensuring every ingredient and every product their customers depend on for their health and well-being is worthy of their purchase. For many retailers natural products are not simply an industry they are a livelihood and a way of life. NPA created Natural Products Day 18 years ago to provide the passionate people in our industry with the opportunity to meet face-to-face and have frank conversations with the legislators who make decisions that affect their daily operations. And it is because of this passion that the event continues to grow in popularity with hundreds of retailers suppliers manufacturers and friends of the industry participating. With a new Congress in session and the new realities of politics apathy is not an option. Every year thousands of retailers and manufacturers have no problem opening up their wallets to attend tradeshows yet attendance at NPA s lobby day remains in the hundreds. We just spent the past year celebrating the political wills that enabled this industry to grow to a 35 billion dollar a year industry. Yet most have no problem taking time away to attend multiple tradeshows but can t make the time to get to D.C. once a year to educate Congress on the industry and advocate for your livelihood our priorities seem to be out of order. While we all have to do what we have to do what s the better investment in your business another awkward client dinner at a tradeshow or meeting with members of Congress and their staff to let them know that you re aware of the issues you create jobs and you vote so you want their support Look at your profit and loss and you can see the direct impact to your bottom line by connecting with the lawmakers that control your ability to do business and influence the laws created since they directly affect the daily operations and revenue earned by your business. Don t just sit by and let others do the work for you. It is vital that the industry especially retailers take an active role in educating lawmakers about the issues influencing the natural products industry. Dan Fabricant PhD Executive Director and CEO Natural Products Association WWW.VITAMINRETAILER.COM JANUARY 2015 Go to vitaminretailer.com ajinomoto for info about this advertiser RETAILFUNDAMENTALS Setting Up Your Store for Success By Debby Swoboda Mayhew on t let the title of this article fool you. It may sound like it s targeting new store openings but the truth is the topics discussed here can be beneficial to well-established businesses as well as those just starting out. When asked what makes their particular store stand out in a crowd of choices most retailers would respond great customer service. What does great customer service mean to customers What really keeps them coming back to your business How you satisfy customers might be resolved by asking yourself some basic questions What first impression is our store making when a customer enters Do we have what the customer is looking for--product education and value Has our staff been trained to offer assistance provide a positive experience and ask the customer to return So let s take these questions and discover ways to turn them into solutions for success your success The opportunities might look something like this D First Impressions Share your commitment values with the customer--tell your story visually with displays signage and a welcome feel. Look at your front door--ensure your customer can see in--don t block 24 VITAMIN RETAILER their view with Sale or Help Wanted signs. Cleanliness--Whatever the customer can see tells how much you care o Outside parking lots sidewalks windows and doors o Inside shelving under front counters restrooms view into stockrooms right down to refrigeration gaskets Signage--keep neat uniform and easy to read. No tape on either windows or shelving Displays--stocked and faced show that you are excited about the product o Don t let end caps become empty ... share display with either an education shelf or companion product when you need to consolidate near the end of a promotion. o Don t keep a high traffic end cap the same for more than 30 days o When an end cap promotion is over move the display to a secondary area and reduce savings if applicable. This creates a buy now message for your featured end caps. Staff body language--attentive and engaged staff--not distracted by assigned tasks or personal activities TIP - Many times an owner or manager enters through the back door of their business. Try entering through the front door frequently to see your store through the customers eyes. Take your team on this walkthrough occasionally and let them share improvement ideas of their own. Product Availability Education Perceived Value Product Availability o Know what s hot and what s trending--is it on your shelf Follow trade journals and health celebrities (in print and online). Be aware of items featured in complimentary hand-out magazines. o Train staff to know what stocked products can be substituted if the requested customer brand is not carried. Education Resources o Create an information area. A simple way to do this is to incorporate an education shelf into an end cap. Here you can share information about store events featured books articles hot topics and even staff picks. Keep it organized and updated o Host local wellness practitioners and or service providers to talk at your store. Make sure that you find out how they are planning on promoting your business and products as part of their presentation. Having a speaker application form available is a great tool for WWW.VITAMINRETAILER.COM JANUARY 2015 booking events. Insert additional product brochures and upcoming store events into your complimentary hand-out magazines--always ask if the literature is wanted. Perceived Value o Offer a value priced item within each of your top selling food and supplement categories to provide a perceived value for customers looking for savings. o Have Unadvertised or Manager Specials on slow moving items or create a BOGO (buy one get one) on discontinued items to move inventory. TIP - Consider shelf talkers as information billboards. These might include what s new how to shop your store featured categories or everyday values. Staff Training - Customer Relations First Contact o Greetings--make it personal show real care--no canned responses. o Find out if this is the customer s first visit--if it is share how to shop your store. o Read customer body language to determine what level of support to offer. Is the individual perplexed and searching--assistance required They are in a hurry know what they are after--no assistance needed. During Store Experience o Listen to the customer s questions needs. How much does the customer want to know Don t overwhelm them with too much information. o Bring a basket when a customer has more than a few products in their hands--this shows you care and it will also encourage additional shopping. o After resolving the initial request the staff member should politely attempt to determine if there are any other items that the customer may need assistance with. Leave a Lasting Impression o Every sale should end with an invitation to return and or stay connected by providing. Information about upcoming events Website Blog Facebook Twitter LinkedIn and other social mediums o Customers should leave having had a pleasurable shopping experience. o Thank them for their business make them feel appreciated. TIP - A great way for management to witness the end of the shopping experience is to help bag at checkout and hear conversations between customers and your staff. It s a good opportunity to ask questions that might help you serve them better. Don t just do the canned Did you find everything ok Consider asking an open-ended question such as We re looking to bring in some new items do you have any suggestions Great customer service takes work by all staff members to ensure that the customer s first impression is a positive one they find what they need and leave having had a positive shopping experience. For the store to be successful the entire staff s job is to keep customers coming back. VR Debby Swoboda Mayhew is founder of BrandingToppers.com and an industry consultant since 1988. THE GO TO RESOURCE FOR HEALTH AND NATURAL PRODUCT RETAILERS LIKE US ON VR s Upcoming Issue Highlights February March 1 8 15 ad closing 1 28 15 ad closing Company Profiles Free profile for all full and half page advertisers. Expo West Show Issue Bonus distribution at the show. Our 2015 Media Planner Is Now Available At VitaminRetailer.com 2015-Media-Planner Contact One of Our Ad Specialists Today Russ Fields at 732-432-9600 ext. 102 e-Mail RussF VRMmedia.com Roy Kieffer at 719-358-9838 e-Mail RoyK VRMmedia.com Gary Pfaff at 732-432-9600 ext. 107 e-Mail GaryP VRMmedia.com JANUARY 2015 WWW.VITAMINRETAILER.COM VITAMIN RETAILER 25 Weighing The Options M When combined with diet and exercise natural supplements can help consumers reach their weight-loss goals. B Y C R I S T I N A G O O D W I N overweight and obesity by body mass index (BMI) which uses weight and height. You are considered overweight if your BMI is 25 or higher and obese if your BMI is 30 or higher. graduated to full-blown obesity she explained. MacDonald backs up her statements after finding recent studies proving that overweight children and adolescents are more likely to become obese as adults further weighing down the health care system with concomitant concerns of type 2 diabetes hypertension hypercholesterolemia and more. Obesity is a complex condition involving environmental psychological and biochemical factors that all play a part in its development MacDonald said. Today there is evidence in animals and humans that certain genes can contribute to this disease condition. That being said she believes that twins adopted children and family WWW.VITAMINRETAILER.COM JANUARY 2015 aintaining a healthy weight is easier said than done especially in an age where our intake of food is usually greater than the calories burned. Instead of walking we rely on cars and technology provides more convenience. Being overweight is not so much about appearance than it is overall health especially when one is considered obese. According to the Centers for Disease Control and Prevention (CDC) obesity is a common serious and costly health problem. In 2008 these costs totaled about 147 billion. More efforts are needed to change our communities into places that strongly support healthy eating and active living the CDC noted. The agency measures 26 VITAMIN RETAILER Back to Basics Successful weight loss and healthy weight management depends on sensible goals expectations and most importantly exercise healthy well-balanced diet and will power said Trisha Sugarek MacDonald director of research and development and national educator of Texas-based Bluebonnet Nutrition Corporation. In fact twothirds of U.S. adults are officially overweight and about half of those have Go to vitaminretailer.com lifeextension for info about this advertiser Weighing The Options ed research Bluebonnet s Diet Chrome-Care Vcaps provide a synergistic blend of natural ingredients including SuperCitriMax that promotes beta-oxidations (transforming fat into energy) maintains healthy glucose levels and enhances the body s fuel (ATP) production to support a healthy weight-management program that includes a balanced diet and exercise MacDonald explained. Illinois-based Redd Remedies Crave Stop is a supplement to help manage sugar cravings and support a healthy appetite by way of chromium a mineral that helps increase metabolism. Dr. Gregory Jantz eating disorder specialist and best-selling author noted At the core of Crave Stop are chromium and vanadium two ingredients that are designed to promote the body s healthy use of insulin. It helps balance the metabolic system by providing the necessary nutrients for the body to curb cravings. It helps maintain low-stress levels and an overall well-being. We ve all heard the buzz and according to Carmela Wolf wellness manager at Hawaii s Down to Earth health food store their top-selling and most requested diet and energy product is Garcinia cambogia. A fruit plant found in India Southeast Asia and Africa garcinia is and has been used in traditional Indian cooking and in ayurvedic medicine as a digestive aid. Hydroxycitric acid (HCA) is the active ingredient that has been known to be helpful for weight management. Garcinia is known to reduce appetite and cravings which can always give someone an edge that is already exercising and eating healthy but perhaps too big of portions Wolf explained. Also it may improve exercise endurance by increasing lipid oxidation and decreasing carbohydrate metabolism as noted in The Journal of Obesity. Another study on the popular ingredient published in Physiology & Behavior enrolled 89 mildly overweight females to evaluate HCA on weight-loss and appetite suppression. The participants were randomly divided into two groups. The first group was given 2.4 grams of Garcinia cambogia (1.2 grams of HCA) and the second group took a placebo. It was to be taken every day for 12 weeks in addition to a low-calorie diet. Researchers found that the group given HCA lost a significant amount of weight compared to the placebo group. Looking at other botanical offerings for weight loss California-based InterHealth s vice president of research and development James Lugo PhD pointed to Meratrim an herbal blend of East Indian globe thistle and the rind of the purple mangosteen. The two pair nicely for helping to manage one s weight he said. The herbal blend may reduce the body s accumulation of fatty cells and also may assist in fat-burning. We re not saying Meratrim is a magic bullet but we believe it can help people achieve a lifestyle that includes healthy weight exercise and a good diet. Utah-based Twinlab Corporation s Metabolife Ultra contains both Garcinia cambogia and Meratrim as well as ChromeMate a niacin-bound form of chromium. After conducting a variety of studies people who took Metabolife Ultra lost three times more weight in eight weeks than diet and exercise alone reduced their waist and hip size in as little as two weeks and decreased their BMI three times more than diet and exercise alone. history are all linked to the development of obesity. Basic health support normal blood sugar balance support energy and adrenal support and even support to help customers get the most out of their workouts are all part of helping a customer understand that weight support is not a magic bullet answer but a whole body and lifestyle process that involves every person s day-to-day decisions said Ramona Billingslea marketing manager with Texas-based Betsy s Health Foods. When customers ask her about which weightloss supplements work the best Billingslea starts off by asking the customer a series of questions What is your typical diet Do you crave more sugar or salt Do you take a probiotic daily for immune health Where are you in life--college years perimenopause menopause postmenopause andropause post-surgery etc Do you sleep well or is stress affecting your daily life It s no secret that those who are seeking to manage their weight are susceptible to diets and marketing slogans urging them to purchase products without an explanation on why we gain weight in the first place. Any reputable manufacturer knows that there is no way a dietary supplement will help consumers shed pounds if they don t watch what they eat and exercise several times a week Billingslea said. Unfortunately for consumers seeking that magic pill changing diet is a critical component in weight management. Eliminating sugars watching overall caloric intake and balancing fat consumption are all keys. Green Coffee Bean While many fad diet products ultimately prove to be more hype than truth green coffee bean extract (GCBE) is not one of them said Neil E. Levin CCN DANLA Illinois-based NOW Foods nutrition education manager. He added that GCBE helps maintain a healthy body composition while supporting healthy glucose levels. According to WebMD green coffee beans are unroasted coffee beans that contain a large amount of chlorogenic acid (CGA) which is thought to have health benefits for heart disease diabetes weight loss and more. Roasting the coffee beans reduces the amount of chlorogenic acid. According to Levin scientific studies suggest that chlorogenic acids and other GCBE constituents may help to promote normal Weight-loss Naturals MacDonald added As part of our commitment to the truth --one of the five powers of Bluebonnet--we always stress that no dietary supplement is the magic bullet. Known for its extensive line of products which are backed up by dedicat28 VITAMIN RETAILER WWW.VITAMINRETAILER.COM JANUARY 2015 Go to vitaminretailer.com naturesplus for info about this advertiser Weighing The Options weight and improve insulin sensitivity. She pointed to a study from the Journal of Nutrition where animals consumed a high-fat diet for nine weeks then switched to a diet containing either moderate or high amounts of whey. The researchers found that the high protein intake may have been a factor to why the animals had reduced their body fat. Tracy Kreider ND board-certified naturopathic doctor with New York-based Country Life said she believes the company offers one of the best complete protein powders available to maximize a healthy lifestyle. The brand s most up-to-date whey powder BioChem 100% Whey Protein powder contains 20 grams of protein from grass-fed cows free of artificial hormones such as rBST and rBGH is free of GMOs soy gluten yeast and wheat and is 99 percent lactose-free. Wendy Lucas chief sales and marketing officer for Country Life added that the company s goal was to maintain the taste and continuously improve the 15year-old formula to make it a healthier more digestible source of protein. metabolism and digestion. Life Extension s CalReduce Selective Fat Binder chewable mint tablets key ingredient is Alphacyclodextrin a patented superfiber to absorb fat molecules from food before it enters the bloodstream. The fiber absorbs nine times its weight in dietary fat without undesirable gastrointestinal side effects. Life Extension s senior health scientist Michael A. Smith MD says if all your daily meals are high in fat chewing two tablets of CalReduce Selective Fat Binder with each meal three-times a day may help to reduce caloric intake up to 500 calories per day. glucose management and to support pancreatic health. NOW s GCBE comes from the fruit of Coffea arabica a tree species native to Yemin and certain areas of Africa believed to be the first species of coffee tree cultivated for human consumption Levin said. Green coffee beans from C. arabica have a large amount of naturally occurring CGA found in plants and the most prominent components of GCBE. The dietary supplement contains green coffee bean extract with a minimum of 50 percent CGA also known to be powerful free radical scavengers. It also contains 12 mg of naturally occurring caffeine. The suggested dose is one capsule one to two times a day approximately 30 minutes prior to a meal. Florida-based Garden of Life s FucoTHIN is another natural option containing green coffee been extract and blended with Xanthign which contains fucoxanthin from seaweed and pomegranate oil. In addition California-based Rainbow Light s ThinBerry Satiety also incorporates green coffee bean extract to control appetite and support a healthy metabolism. Offered in a vegetarian capsule the product helps people feel full longer with Slendesta and green coffee bean extract. According to Michele McRae a certified nutritionist and Rainbow Light s senior director of product development There is compelling clinical research indicating that Slendesta a proprietary extract of U.S.-grown nonGMO russet potatoes increases satiety to help stave off food cravings through the day. Keeping it Off Despite decades of research the reason some people gain weight more easily than others and also have greater trouble losing excess weight is still a mystery MacDonald said. As you can see there are many natural options to help loseweight and maintain a healthy energy balance between intake and outtake. All too often people embark on a particular diet or are drawn by marketing hype to a special diet product that never addresses the specific reasons they gain weight (1) more calories are consumed than burned (2) metabolism slows down with age (3) inability to breakdown stored fat MacDonald said. Specialty diets and exercise regimens can help shed the pounds quickly but maintaining your weight is another story and that is where natural products and dietary supplements come into play. VR Additions for Weight Management As listed these natural weightmanagement products are well known and continuing to be researched. There are other entries to the market that also show promise Utah-based RightWay Nutrition s Thermotrol is a super thermogenic with Sinetrol XPUR a clinically studied blend composed of citrus polyphenols derived from the Mediterranean citrus species orange red-orange and grapefruit. Illinois-based North American Herb & Spice s BetaSlim also contains fruit oils and extracts such as red palm oil. According to the company studies show the West African oil reduces cholesterol by 20 percent supports a healthy liver and gall bladder and contains essential vitamins as well as spice oils fatty acids and cranberry and raspberry seed oils. BetaSlim supports healthy Visit www.vitaminretailer.com for information about the latest news on weight-loss and fitness apps. Extra Extra i For More Information Bluebonnet (281) 240-3332 Garden of Life (800) 622-8986 Life Extension (800) 544-4440 North American Herb and Spice (800) 243-5242 NOW Foods (888) 669-3663 Rainbow Light (800) 635-1233 Redd Remedies (888) 453-5058 RightWay Nutrition (888) 424-7528 Twinlab (800) 645-5626 Protein and Appetite Dr. Kira Schmid associate director of scientific affairs with Florida-based Life Extension said High-protein diets have been found to reduce body 30 VITAMIN RETAILER WWW.VITAMINRETAILER.COM JANUARY 2015 Go to vitaminretailer.com pharmachem for info about this advertiser As the pet supplementation market continues to grow consumers are discovering the benefits of natural remedies. B Y D A N I E L B R E E M A N t s no secret that pet owners will do almost anything to keep their favorite furry friends happy and healthy. In fact most consider them to be part of the family and tend to them with the same loving care and compassion as any other family member. And the statistics appear to back this up. According to the American Pet Products Association s (APPA) 2014 estimated sales projections within the U.S. market pet owners were expected to spend 58.51 billion on man s best friends during the calendar year up from the 55.72 billion spent in 2013. In fact APPA numbers have shown that spending has increased every year since 1994 when consumers spent only 17 billion.1 32 VITAMIN RETAILER I A closer look at the 2014 breakdown projects that while the majority ( 22.62 billion) would be spent on food another 15.25 billion was expected to be spent on veterinary care. Supplies and over-the-counter (OTC) medicine accounted for 13.72 billion while pet services (grooming and boarding) came in a 4.73 billion and live animal purchases totaled 2.19 billion. The 2013-14 APPA National Pet Owners Survey reveals that a whopping 68 percent of U.S. households own a pet which equates to 82.5 million homes nationwide. That is up considerably from 1988 the first year the survey was conducted when 56 percent of U.S. households were determined as owning a pet. Dogs and cats of course continue to dominate the pet arena. According to the survey 56.7 million U.S. households own dogs while 45.3 million households were cat owners. Freshwater fish were a distant third at 14.3 million owners. The survey also revealed that pet owners spared no income in caring for their dogs and cats with both routine and surgical veterinary visits topping the list along with food and boarding. One growth area was in vitamins where consumers spent 77 million on cats and 64 million on K9s. It is definitely important to give both dogs and cats a daily vitamin supplement because most pet diets are very limited in variety and low in WWW.VITAMINRETAILER.COM JANUARY 2015 quality said Marty Grosjean founder and CEO Only Natural Pets which works with a holistic veterinarian in formulating many of its products. Supplements are as effective for cats as they are for dogs and are as effective for both as they are for humans. The pet health market is growing but in reality the supplement category is just holding its own said Florida-based ArkNaturals president Susan Weiss. It s all about problem solving--natural flea and tick dental products herbal calming products omega-3 and omega-5 skin issues and of course glucosamine which I would categorize as a remedy product not a supplement. Opportunities Abound With the pet industry projected to grow 4 percent annually through 2018 and the number of households owning pets expected to continue to increase along with discretionary income according to the IBIS World Industry Report Pet Stores in the U.S.2 many pet-specialty and natural retailers are presented with an opportunity to cash in on this emerging marketplace. According to the report the demand for premium products foods and pet services is projected to climb as is the demand for natural products to keep pets healthy including supplements. The pet supplementation market has exploded in recent years said healthy pet coach Jodi Ziskin a consultant to California-based Nordic Naturals which offers a line of omega-3 pet products. As people have discovered the health benefits of certain supplements for themselves they have become more interested in providing the same benefits for their dog or cat. We live in a very fastpaced society. The more convenient it is to find the best supplements for pets the better. I personally think that health food stores are a great place to purchase supplements for pets. Most people who own or work for these stores are passionate about health and nutrition and quite knowledgeable about the products the store carries. In an effort to further educate retailers Nordic Naturals offers an online training program called 3point5 (www.nordicnaturals.com- onlinetraining) to help retail staff become experts in omega-3 pet nutrition. The 24 7 learning tool is designed to help retailers provide customers with expert advice while earning free products. Omega-3 fatty acids are purposely avoided in the production of commercial pet and animal foods as they may go rancid limiting the shelf life of these products according to Andres Koch marketing director for Washingtonbased Barlean s which offers Flax Oil For Animals. The company has taken the extra steps needed to preserve the integrity of flaxseed oil stated Koch providing pets with the valuable omega-3 fatty acids they require for optimal health. Retailers can be on the front lines in educating customers about the importance of pet nutrition and supplementation including omega-3s with as many as a third of U.S. dogs and cats already taking vitamins or supplements and that number is expected to continue trending upward according to a recent WebMD article.3 Of course being able to educate customers demands a staff that is also well educated in pet nutritional needs and product choices. Retailer education is probably even more important in the pet market than in the human market because supplements are a newer concept for pets said Grosjean. Sadly most pet retailers are very poorly trained--or in most cases not trained at all--on supplements. Even natural grocery stores with very strong human supplement departments usually know very little about pet supplements. Which is obviously something that needs to change if natural product retailers are going to move forward in their quest to become the go-to source for their customers regarding pet health and products. Some retailers have addressed this issue and made staff education a priority. The biggest challenge is educating customers why they should be giving their pets supplements said Tabitha Cromer marketing manager at specialty pet retailer Tomlyn in Fort Worth TX. Also how to educate them about superior products. We look for natural ingredients that are effective with products that address specific needs such as joint health behavior high calorie nutritional supplements and multivitamins. Pet owners are bombarded with conflicting and confusing information about medications and supplements added Sara Phillips strategic brand manager Verti-Science and Retail Divisions Pet Naturals of Vermont maker of Scoot Bars for dogs which supports fecal volume and healthy anal gland function. A well-read industryinvolved retailer can easily step into the role of trusted educator. Pet owners are looking to move their pets from disease management to wellness management. A well-educated retailer can help guide pet owners on a path to optimal health. Because of the rapid growth in the pet supplement industry many products are not professional grade or therapeutically correct. Therefore it is important for the pet retailer to be well-educated about both biology and the best formulas. Diet and Supplements But is there really a need for supplementation be it vitamins omega-3s probiotics or other remedies with our pets Not unlike their human owners following a balanced diet and getting plenty of regular exercise are paramount to staying healthy. But also like humans these regimens are not always followed. This is where pets can benefit from supplements that are specifically formulated to need their needs. The most important rule of thumb is to remember that just as each individual has different dietary and supplement needs so does each pet said Susan Blake Davis CCN and pet nutritionist founder of Ariel Rescue a public charity dedicated to saving the lives of shelter dogs in impoverished communities and advocate of using whole natural foods to nourish and strengthen a pet s overall health. Where we tend to see a lot of problems is when pet owners take the one food for all approach with their pets as many times pet owners have different ages breeds and health VITAMIN RETAILER 33 JANUARY 2015 WWW.VITAMINRETAILER.COM concerns for their pets. Taking this one step further some pets are eating prescription diets which are specially formulated diets to address a specific health concern. For convenience the pet owner will feed all of their pets the same food. I have seen cases where a pet owners may have a senior dog and a young dog where both are eating the senior dog s prescription food and because of this the young dog is developing health issues as a result of nutritional deficiencies. Davis added that the optimal diet for most pets is a combination of high quality fatty acids vegetables and lean protein and warned that there are many pet junk foods just as there are people junk foods. There is no substitute for a healthy balanced diet and regular activity for pets said Ajay Srivastava DVM PhD director of technical services and clinical research at Vets Plus Inc. which offers the PetsPrefer line of soft chews and tablets for dogs and cats. An active lifestyle and nutritious diet are essential for overall well-being yet sometimes a pet still needs extra support in the form of supplements or pharmaceuticals. Many conditions including but not limited to metabolic and joint can be successfully managed through an active lifestyle. There are changes in the animal s nutritional needs throughout its life due to aging or illnesses so targeted supplements may be beneficial at different times. A balanced diet and active lifestyle are the best foundation for the health of pets. Pet Problems Some of the top supplements available for pets include multivitamins probiotics omega-3s SAM-e digestive enzymes coenzyme Q10 and glucosamine. These supplements can help support a wide range of health issues including joint support bladder and urinary tract issues immune support digestive health allergies anxiety and itchy skin according to Only Natural Pets Grosjean. The benefits of supplements for pets are exactly the same as they are for people--they are a way to maintain a healthy body and to treat health issues from a nutritional perspective Grosjean said. All the same vitamins minerals and herbs that work for people generally work Go to vitaminretailer.com americanlaboratories very similarly for pets with some exceptions. Ziskin stressed the importance of omega-3s for pets which she said offers head-totoe benefits for the furry members of our families and supports the health of skin and coat joints cell formation heart and kidney health healthy aging and cognition and immune function. In addition she strongly recommended probiotics and digestive enzymes for digestive health support as well as vitamins minerals and antioxidant support. While supplements can support a wide range of healthrelated issues it is recommended that pet owners speak with a health care professional before starting their pet on any supplement. The range of condition-specific or whole-body support supplements is vast multivitamins antioxidants or immune support probiotics stress and calming supplements and joint support are some of our most popular categories for animal health said Pet Naturals Phillips. Each offers important benefits but it s valuable to speak to a veterinarian about how to establish the right regimen for each individual pet. Some pets might do well with just a joint support chews and multivitamin while others who experience stress and anxiety might need to add in digestive support and calming. Healthy joint support can come in the form of glucosamine and chondroitin found in supplements such as NeoCell s ArthroPet designed for pets battling arthritis hip dysplasia or simply feeling the effects of aging. Davis recommended starting large breed dogs on joint support early before arthritis sets in. Using a jointsupport supplement containing glucosamine MSM and other herbal nutrients can provide necessary support to minimize the need for pain medication and anti-inflammatory drugs she stressed. Always needed Customers may be somewhat skeptical at first about giving their pets supplements wondering if they really do support the many health conditions that mirror those in humans. The answer may depend largely on the age and 34 VITAMIN RETAILER WWW.VITAMINRETAILER.COM JANUARY 2015 overall health of the pet and whether they may need targeted supplement support or the type of general health support a multivitamin can provide. As long as your pets are eating a healthy well-balanced diet they may not need supplements said Srivastava. However it is important to recognize that the nutritional requirements will change throughout your pet s life. Young senior and ill pets have unique nutritional needs and for those groups supplements can be particularly beneficial. While Ziskin contends that just about every cat and dog can benefit from daily supplementation she also warns that results are not always the same from animal to animal. As with supplements for humans the effectiveness of supplements for pets can vary added Ziskin. I m a big fan of food-based supplements as the body can better recognize digest and assimilate them. I also believe that it s important to offer supplements from humangrade ingredients and formulated specifically for pets. This is important since many supplements for people contain flavorings and preservatives that are not well-researched for pets. Pets need fresh nutrients fiber and enzymes from vegetables quality protein source and omega-3 fatty acids added Davis. Commercially prepared raw frozen diets are rich in these nutrients but most pet foods sold are often deficient. Including a quality omega-3 and probiotic in a pet s food is a good source of nutrition. Depending on other health conditions a pet may face additional supplements would be beneficial. Supplements are only as effective as the quality of the ingredients. She also warns that is a pet has a history of pancreatitis pet owners should consult with the veterinarian before using omega-3s. form of treats. For nutritional supplements the best are whole-food based said Dr. Patricia Jordan veterinarian quality assurance research and development at North Carolina-based King Bio maker of the Natural Pet line of homeopathic medicines for pets. Chemicals synthetics and excipients are not as bioavailable as whole foods. For overcoming health challenges homeopathy offers a desirable system just as optimal nutrition is much more desirable than nutritionally deficient diets. The pet industry is moving away from capsules and tablets and moving more toward soft chews said ArkNaturals Weiss. It s not that it s a better product it is an easier delivery method for humans. Having a choice in delivery methods is important said Phillips. Compliance is a big factor in health. If the product is easy to administer the pet parent will do so more often and the animal is more likely to receive the supplement on a regular schedule. serves them best natural foods and natural medicine. VR Resources 1 www.americanpetproducts.org 2 http www.ibisworld.com industry default.aspx indid 1103 3 http pets.webmd.com dogs guide dog-vitaminsand-supplements Visit www.vitaminretailer.com to find out about a new supplement that helps relieve canine arthritis. Extra Extra i For More Information Ark Naturals Products for Pets (800) 926-5100 Ask Ariel www.askariel.com Barlean s (800) 445-3529 King Bio (800) 543-3245 NeoCell (800) 346-2922 Nordic Naturals (800) 662-2544 Only Natural Pets (888) 937-6677 Pet Naturals of Vermont (888) 340-1995 Vets Plus Inc. (800) 468-3877 Conclusion Keeping our best friends healthy and happy means helping consumers make sense of the pet-supplement playing field. Whether it s a multivitamin for general health or a condition-specific supplement that targets a certain health-related issue retailers need to keep upto-date on the latest product-related information in order to help their customers make smart choices. Pets give us so much we need to give them the best too said Dr. Frank King president of King Bio. Natural always VITAMIN RETAILER 35 Special Delivery As is the case for nearly all supplements those for pets come in a variety of forms including capsules tablets and soft gels (great for traveling) to powders and liquids. Foodbased supplements are also a big seller as well as those offered in the JANUARY 2015 WWW.VITAMINRETAILER.COM Big-Box World Thriving in a With competitors such as Whole Foods and big-box retailers like Walmart and Costco hitting home runs in the supplement sales game independent natural products retailers continue to step up to the plate to stay relevant. BY SHARI BARBANEL V itamin Retailer (VR) asked independent natural products retailers to weigh in on the changing industry and how they not only survive but also thrive in the shadow of the big boxes. The participants are Ramona Billingslea Marketing Manager Betsy s Health Foods Two stores in Houston TX www.betsyhealth.com Michael Kanter Chief Visionary Officer & Co-owner Cambridge Naturals One store in Cambridge MA Ken El-Talabani COO Sunrise Health Foods Three stores in Lansing IL Flossmoor IL & Valparaiso IN 36 VITAMIN RETAILER VR How long has your store been operational How did you come to choose to run a health food supplement store Billingslea The first Betsy s Health Foods opened in February 1993. Our second location opened August 2014. Betsy Billingslea was originally an RN who became very ill. In her effort to make herself and her family healthier she found supplements. For the first 12 years or so of her involvement in the industry she worked in and then managed several independent health food stores. In the early 90s with the encouragement and backing of her husband Richard and son John she decided to take the plunge and open her own health food store. She named it Betsy s because she already had a WWW.VITAMINRETAILER.COM JANUARY 2015 customer base in the area who recognized that the Betsy name meant knowledgeable quality service and great products. Kanter We opened in January of 1974. I was brought up in a family that was involved in numerous causes that supported creating a fair society and a healthier environment. Organic and local were part of my upbringing as long as I can remember. On top of that I needed to earn a living especially with a growing family. My wife Elizabeth Stagl and I (partners from the beginning) realized early on that we could combine our desires to work for a better planet a healthier community and strong local economies along with running an ethical business. El-Talabani Our company was founded in 1961 we have three stores ranging from 53 years Lansingstore Flossmoor [which opened in] 2002 and Valparaiso IN [which opened] one year ago. I choose to get into the industry from a tragedy that happened to a friend s father who passed away way too early from diabetes. I knew that there had to be a better way to look at our health. VR What are some of the strategies you ve implemented or have considered implementing as an independent retailer to compete with big-box retailers Billingslea Even before the big-box retailers came into play we have always been in a competitive market so our key strategies have always been to offer the best in customer service and to have the knowledge that gets customers the right products they need. In addition early on we gathered mailing lists of customers by offering a drawing for a free product each month to encourage people to sign up. Our mail list was and remains private. At first we mailed a full newsletter to our customers each month. Besides articles the newsletter included a coupon and sales items. Eventually the newsletter became too expensive to mail so we still print them to hand out to customers in the store. Instead we mail a postcard each month which offers customers extra savings on product. We have more than a 30 percent return on these postcards. When we knew the big-box stores were on their way within the next few years John began a business model that he specifically designed to make us competitive with the big- box stores on price. Even though we couldn t match the big box we could come close on enough important items. The key to John s plan was the knowledge and customer service that makes our independent store unique so that people prefer to stick with us rather than taking their business to the big-box stores. Besides buying smartly this plan means we emphasize time and resources on educating our employees on product and service techniques. Kanter We communicate in various ways our connection to the community our intention to remain as a locally-owned and independent store and our support of numerous local nonprofits. We seek out as many locally made products as we can. We are in involved in the local movement founders of Cambridge Local First and deeply connected to helping to build strong local economies. Though we carry many national brands we also seek out brands and products that are more unique (direct orders) and those that will not be found everywhere We carefully search for companies that produce outstanding products that are ethically sourced. As more than one customer has put it recently I like the way you curate your product selection. We have become over the years quite the expert at using social media to communicate our values and our contributions to the community. We also make sure all staff are aware of our significance and our participation in the local movement. El-Talabani We run a program called Healthy Perks that is our frequent shopper program. We are currently looking to use the data to talk to our customer directly and entice them to shop in areas around the store where that don t currently shop also offering them a reward to bring a friend to join our Health Perks program. we work hard every day to develop true relationships with our customers that the big-box retailer usually cannot accomplish. We greet customers by name remember what we last talked to that customer about take time to really listen to not only customer questions but also make small talk. We may even be able to point out new products we know a customer will be interested in because of our past discussions with that customer. This community of retailer and consumer is largely made possible by our ability to have low employee turnover. Customers get to see the same staff week after week rather than seeing a new face every other time they come into the store. Low employee turnover also means that manufacturers are eager to train our staff because they know that the employees they are teaching will still be at the store passing on that information to customers the next time the manufacturer comes back to our store. Finally as an independent retailer we are able to be more flexible in our product offerings than many big-box stores. We don t have a corporate office in another state dictating what we will carry each month or what our sales will be. We are a part of the community we serve and we can respond to their ever-changing needs with alacrity the big-box stores lack. Kanter Independent retailers can generally offer more one-on-one customer service. We can cheerfully accommodate special orders we can stock items that are not always best sellers and we can usually be more directly involved in supporting local non-profits. El-Talabani One strength that we use to our advantage is their ability to be flexible and adapt more quickly than the chains. Personal service I currently visit bigger box stores and find that they offer a lot but have no one available to help unless you ask for assistance. VR What can an independent retailer offer customers that a big-box retailer cannot Billingslea Service knowledge service. As an independent retailer VR How important is providing education both for your staff and for your customers on products trends etc. Do you see this as a differentiation Billingslea As I have mentioned our education program is one thing that we hope differentiates us from not only the big-box competitors but also other independents in our area. VITAMIN RETAILER 37 JANUARY 2015 WWW.VITAMINRETAILER.COM Big-Box World We have regular trainings from our manufacturer reps our own training program that is taught on a mentoring basis and special training group sessions that we also implement. We also have a staff that is highly motivated about learning product because they love helping people and also love this industry. Kanter Educating our staff is critical to our continuing success We have very frequent staff training sessions sometimes several times a week. Our customers expect us to have a great deal of knowledge about our products particularly but not limited to our supplements and body care items. That knowledge (when combined with superior customer service) is part of what makes us stand out from the competition. Beyond that our customers can come into Cambridge Naturals and be assured we will try to help them get the best information and the most-valuable products to help them in their health journeys. El-Talabani Education is still what drives our stores. The difficulties I see is that consumers are coming in with their smart phones with a Google page open asking if we carry a product. Many times we do but often we find the product to be a product that is just trying to make a quick sale and has no efficacy to it. That is where the education comes in. Staffs have to know how to direct a customer to the correct product that will work for them. Thriving in a appointments with their health care providers when their questions are outside of the DSHEA guidelines. Besides our in-store newsletter we offer literature provided to us by manufacturers about product. We also have a website blog Facebook and monthly email where we share health and product information. Kanter Most customers have questions We work with them one-on-one and will very often bring in other staff who have better knowledge of conditions or products depending on the subject. Of course we never diagnose or prescribe and we regularly remind all staff of that absolute rule. As well we have a book section focusing on useful topics and we will research topics for our customers on line as needed. El-Talabani We have used a lot of third-party literature that we give the customer and also use a program called Aisle7. At this time we have not offered seminars for a while but we are looking to have one or two big events a year to bring in educators to the customers. prefer to purchase them from us. El-Talabani Yes and no. No competition has brought those items in because they are good sellers discontinuing items would only drive our customers back to our competitors to purchase their favorite items. Yes we are looking for more local privatelabel and other products that the larger stores can t stock and that many don t find financially rewarding. VR How do you and your staff advise customers with questions Do you have resources available to them Do you offer seminars Billingslea We provide product information according to DSHEA (Dietary Supplement Health and Education Act of 1994) guidelines. We do as much as we can from what we know. When we are in doubt we have reference books in the store that we can look at. We also encourage customers to ask their pharmacists about potential interactions or make 38 VITAMIN RETAILER VR Does your inventory change due to competition from the big-box stores Billingslea In the past several years we have definitely reduced the products we carry of lines that have chosen to enter the mass market choosing instead to emphasize lines that support the health-foods industry. As far as big-box stores that are actually part of our industry we are staying aware of what brands seem to be most popular in those stores and seeing if we want to carry a different line that offers the same benefits instead. We try to match prices as closely as we can especially for big movers. One of our biggest moves in the last several years brand-wise has probably been to bring in our own private label in order to increase customer loyalty as we knew that the big-box stores were getting closer to coming to our area. Kanter We seek out more unique and higher quality items than the bigbox stores. That search is an ongoing exercise Yet we are careful to carry some of the now more mainstream items that though customers can get them elsewhere they clearly would VR Do you see competition from the likes of Whole Foods and Sprouts in the industry increasing in the coming years Billingslea Sprouts and Whole Foods have literally arrived at our back door this past year and we are definitely feeling the hit. Even though we are largely a supplement store we are seeing fewer customers a day since these stores opened. Our prices compete and are even better in many cases with these giants but the convenience of getting groceries and supplements in one spot has definitely cost us some business this year. If the Sprouts and Whole Foods of the market squeeze out the independents my concern is that the level of product education that independents are able to provide to consumers will be ultimately felt in reduced use of supplements overall because consumers won t have the knowledge to make the smartest choices. Kanter Of course No end of competition. We cannot rest on our laurels (but neither can they). On the one hand competition helps keep us focused on ramping up our best practices and on communicating our mission and value to the community. But truth be told it can get exhausting. It helps to know that our customers still appreciate us and continue to support us in spite of all the opportunities to purchase many of our products elsewhere. But there is no rest for the weary. Don t go into retail if you think it s not going to be intense That said locally owned retail offers an incredible opportunity to be very creative in marketing and store esthetics. VR How do you best position yourself in the industry now for what lies ahead five years from now Billingslea For our stores the plan is to make ourselves as convenient as WWW.VITAMINRETAILER.COM JANUARY 2015 possible which means looking at our locations versus our customer base looking at expanding into even more locations and still providing the customer service and knowledge that set us apart from the big-box stores. Kanter Trying to predict the future especially five years out is risky. That said we will continue to work on our strengths and especially our customer service and our product selection. I have often said that having a business like ours is like having a baby that never grows up--it always needs attention and always needs to be changed. And one thing has changed. There is now a significant force in the natural products industry that champions very effectively the benefits of locally owned organic and natural foods retailers. Becoming a member of the Independent Natural Food Retailer Association (INFRA) has been huge for us it offers us tremendous advantages that we did not have before. We have experienced benefits both in buying opportunities (better margins) and in the availability of enhanced product sales information that is critical to our success. And we are further encouraged with the networking that such a community provides. INFRA is well run and a strong force for the independent retailer. El-Talabani Honestly we are spending a lot of resources on this. Sunrise can differentiate itself from the counterparts by offering specialty highquality products but just as important we need to effectively communicate the difference to customers. VR Is social media a big part of your future marketing plans How can you best utilize it vs. the large retailers Billingslea As I mentioned we already use Facebook a website a blog and monthly email campaigns to reach out to our customers over the internet. Since we don t sell our products online our main focus is to get people interested enough in what Betsy s has to offer when they find us on the web that they actually want to come into our store. Since we are completely local our social media is inherently local. We can more immediately speak to local issues or events and hopefully we have a better handle on what our fans want to hear about than a nationallyrun social campaign might. Kanter Social media has been a big part of our recent past and it certainly will continue to be. We have to stay current on best ways to communicate and combine that with our continued superior product selection. It is good to have some younger people particularly our daughter Emily Kanter who is our marketing director keep up with the movement of social media. El-Talabani Social media needs to be a part big part but honestly we are trying to figure out what that looks like. VR Visit www.vitaminretailer.com to read the rest of the roundtable discussion. Extra Extra JANUARY 2015 WWW.VITAMINRETAILER.COM VITAMIN RETAILER 39 SUPPLEMENTSCIENCE Women s Sexual Health By Gene Bruno MS MHS RH(AHG) Dean of Academics Huntington College of Health Sciences exual dysfunction in men and women are relatively common with research indicating that 40-45 percent of adult women and 20-30 percent of adult men have at least one sexual dysfunction (e.g. erectile dysfunction hypogonadism low T low estradiol and sexual dissatisfaction) the prevalence of which increases with age.1 Other research2 shows that sexual dysfunction is also more likely among men and women with poor physical and emotional health and is associated with negative experiences in sexual relationships and overall well-being. Furthermore studies3 have found a high prevalence of low sexual desire (43 percent) among women. This article addresses the sexual health of women and nutraceuticals that may be beneficial for this purpose (I will address the sexual health of men in the March 2015 issue of Vitamin Retailer). S twice daily over two menstrual cycles (starting in follicular phase). The results of validated questionnaires showed a significant increase in scores for sexual functioning in those participants in the Libifem group including increases in sexual cognition fantasy sexual arousal sexual experience orgasm and sexual drive relationship. The placebo group showed no difference except for a significant increase in sexual drive relationship at week 8 of treatment. After eight weeks the Libifem group also experienced a significant increase in estradiol (an estrogen) compared to the placebo group (p 0.05). DHEA Produced in the adrenal glands and testes dehydroepiandrosterone or dehydroepiandrostenedione (DHEA) is a prohormone which is transformed into testosterone and or estrogens.5 In females adrenal-derived testosterone is important in maintaining normal pubic and axillary hair and after the menopause DHEA may also be an important source of estradiol once converted peripherally. However plasma DHEA decreases about 80 percent between ages 25 to 75 6 and DHEA secretion has already decreased by a mean of 60 percent at time of menopause.7 DHEA-S is the blood Libifem Libifem is a fenugreek seed extract standardized to 50 percent Fenuside a proprietary term used to describe phytochemical constituents which include furostanol saponins and steroidal saponins. In a double-blind randomized placebo-controlled study 4 80 healthy women (aged 21 to 49) in stable relationships received 300 mg Libifem 40 VITAMIN RETAILER marker for measuring DHEA. In a double-blind placebo-controlled study 8 280 healthy women and men (60-79 years old) were given 50 mg DHEA or placebo daily for a year. Besides the reestablishment of a young concentration of DHEA-S women also experienced a small increase in testosterone and estradiol. Furthermore there was a significant increase in most libido parameters was in women 70 years old. In a randomized double-blind placebo-controlled study 9 24 women with adrenal insufficiency received 50 mg DHEA or placebo daily for four months. Treatment with DHEA corrected the initially low serum concentrations of DHEA DHEA-S androstenedione and testosterone. Furthermore DHEA significantly increased the frequency of sexual thoughts (P 0.006) sexual interest (P 0.002) and satisfaction with both mental and physical aspects of sexuality (P 0.009 and P 0.02 respectively). DHEA also significantly improved overall well-being as well as scores for depression and anxiety. L-arginine Yohimbine L-arginine is a semi-essential amino acid 10 which is converted into nitric oxide (NO) in the body. NO causes blood vessel vasodilation 11 which WWW.VITAMINRETAILER.COM JANUARY 2015 promotes circulation. Consequently through its role as an NO precursor L-arginine offers many benefits for cardiovascular health as well as for sexual function due to increased circulation to the genital region.12 The bark of the yohimbe tree (Pausinystalia johimbe syn. Pausinystalia yohimbe) has a history of use as an aphrodisiac in West Africa.13 It is the alkaloid yohimbine typically derived from yohimbe bark which provides the predominant pharmacological activity and has been used for about 90 years as a treatment for male and female sexual difficulties.14 In a randomized double-blind placebo-controlled three-way cross-over study 15 24 postmenopausal women with Female Sexual Arousal Disorder received treatment with either L-arginine glutamate (6 g) plus yohimbine HCl (6 mg) yohimbine alone (6 mg) or placebo. Sexual responses to erotic stimuli were measured approximately 30 60 and 90 minutes following treatment and resulted in substantially increased vaginal-pulse amplitude responses to the erotic film at 60 minutes post administration compared with placebo. etc.) than the placebo group. Vitex has other benefits for the female reproductive system. Research has shown that women with menorrhagia (i.e. heavy menstrual flow) have elevated levels of the hormone prolactin.20 Vitex may therefore be valuable in cases of menorrhagia as it has been shown decreasing elevated prolactin levels.21 It has certainly been shown to be helpful in other menstrual-related situations such as breast pain and amenorrhoea or scanty irregular periods.22 Vitex however is not a fast-acting herb. Consequently it may need to be used continuously for three to six menstrual cycles before results are forthcoming. Other current and evidence based uses for vitex include but are not limited to insufficient lactation infertility (due to decreased progesterone levels or hyperprolactinemia) and teenage acne.24 25 A good daily dose of vitex is 40 mg standardized 0.5 percent agnuside. Conclusion There is no single nutraceutical that will work well for every woman with a sexual dysfunction. Nevertheless the nutraceuticals presented in this article are likely to offer some level of benefit to many women with sexual dysfunctions. VR 1 Lewis RW Fugl-Meyer KS Bosch R Fugl-Meyer AR Laumann EO Lizza E Martin-Morales A. Epidemiology Risk Factors of Sexual Dysfunction. J Sex Med. 2004 1(1) 34-9. 2 Laumann EO Paik A Rosen RC. Sexual Dysfunction in the United States Prevalence and Predictors. JAMA. 1999 281 537-544. 3 Kingsberg SA Rezaee RL. Hypoactive sexual desire in women. Menopause. 2013 Dec 20(12) 1284-300. 4 Rao A Steels E Beccaria G Vitetta L. Influence of Libifem a specialized extract of Trigonella foenum-graecum (Fenugreek) on sexual function hormones and metabolism is healthy menstruating women in a randomized placebo controlled study. Gencor Pacific Pty. Ltd. Unpublished. 2013 18 pgs. 5 Labrie F. Luu-The V. B langer A. Lin SX. Simard J. Pelletier G. and Labrie C. Is dehydroepiandrosterone a hormone J Endocrinol 2005 187 169-96. 6 Weiss E.P. Villareal D.T. Fontana L. Han D-H. and Holloszy J.O. Dehydroepiandrosterone (DHEA) replacement decreases insulin resistance and lowers inflammatory cytokines in aging humans. Aging 2011 3 533-542. 7 Labrie F. DHEA important source of sex steroids in men and even more in women. Prog Brain Res 2010 182 97-148. 8 Baulieu E.E. Thomas G. Legrain S. Lahlou N. Roger M. Debuire B. Faucounau V. Girard L. Hervy M.P. Latour F. Leaud M.C. Mokrane A. Pitti-Ferrandi H. Trivalle C. de Lacharri re O. Nouveau S. RakotoArison B. Souberbielle J.C. Raison J. Le Bouc Y. Raynaud A. Girerd X. Forette F. Dehydroepiandrosterone (DHEA) DHEA sulfate and aging contribution of the DHEAge Study to a sociobiomedical issue. Proc Natl Acad Sci USA 2000 97 4279-84. 9 Arlt W. Callies F. van Vlijmen J.C. Koehler I. Reincke M. Bidlingmaier M. Huebler D. Oettel M. Vitex Agnus Castus Menstrual irregularities and imbalances in certain hormones can also have a negative effect on sexual health in women. That s where the herb Vitex agnus castus (aka chaste berry chaste tree) can help. It has been clinically established that vitex increases luteinizing hormone (LH) and progesterone production through its activity on the neurotransmitter dopamine.16 Vitex also decreases elevated prolactin levels.17 The net result is helping re-establish normal balance of estrogen and progesterone during the menstrual cycle. Hormone balance is important because some women suffer from PMS and other menstrual irregularities due to underproduction of the hormone progesterone during the second half of their cycle. Studies have shown that using vitex once in the morning over a period of several months helps normalize hormone balance and alleviate the symptoms of PMS.18 In another placebo-controlled clinical study women with PMS were given vitex or a placebo.19 By the end of the study women taking the vitex had a significantly greater reduction in overall PMS symptoms (including irritability headache breast tenderness References Ernst M. Schulte H.M. and Allolio B. Dehydroepiandrosterone replacement in women with adrenal insufficiency. N Eng J Med 1999 341 1013 1020. 10 Castillo L. Chapman T.E. Sanchez M. Yu Y.M. Burke J.F. Ajami A.M. Vogt J. Young V.R. Plasma arginine and citrulline kinetics in adults given adequate and arginine-free diets. Proc Natl Acad Sci USA 1993 90 77497753. 11 Appleton J. Arginine Clinical potential of a semiessential amino. Altern Med Rev 2002 7(6) 512-22. 12 Wang R. Ghahary A. Shen Y.J. Scott P.G. Tredget E.E. Human dermal fibroblasts produce nitric oxide and express both constitutive and inducible nitric oxide synthase isoforms. J Invest Dermatol 1996 106 419-27. 13 Betz J.M. White K.D. and der Marderosian A.H. Gas chromatographic determination of yohimbine in commercial yohimbe products. J AOAC Int 1995 78 1189-94. 14 Riley A.J. Yohimbine in the treatment of erectile disorder. Br J Clin Pract 1994 48 133-6. 15 Meston CM Worcel M. The effects of yohimbine plus L-arginine glutamate on sexual arousal in postmenopausal women with sexual arousal disorder. Arch Sex Behav 2002 31 323-32. 16 Wutke W et al in Loew Dand Rietbrock N eds Phytopharmaka in Forschung und Klinischer Anwendung 1995. Steinkopff Darmstadt. 17 Milewicz A Gejdel E Sworen H Sienkiewicz K et al. [Vitex agnus castus extract in the treatment of luteal phase defects due to latent hyperprolactinemia. Results of a randomized placebo-controlled double-blind study]. Arzneimittelforschung 1993 43(7) 752-6. 18 Dittmar FW B hnert KJ et al. Premenstrual syndrome Treatment with a phytopharmaceutical. Therapiwoche Gyn kol 1992 5 60-68. 19 Schellenberg R. Treatment of the premenstrual syndrome with agnus castus fruit extract prospective randomized placebo controlled study. BMJ 2001 332 134-7. 20 Ballinger CB Browning MCK Smith AHW. Hormone profiles and psychological symptoms in perimenopausal women. Maturitas 1987 9(3) 235-51. 21 Milewicz A Gejdel E Sworen H Sienkiewicz K et al. [Vitex agnus castus extract in the treatment of luteal phase defects due to latent hyperprolactinemia. Results of a randomized placebo-controlled double-blind study]. Arzneimittelforschung 1993 43(7) 752-6. 22 Halaska M Beles P Gorkow C Sieder C. Treatment of cyclical mastalgia with a solution containing Vitex agnus extract results of a placebo-controlled doubleblind study. The Breast 1999 8 175-81. 23 Veal L. Complementary therapy and infertility an Icelandic perspective. Complement Ther Nurs Midwifery 1998 4(1) 3-6. 24 Kuhn MA Winston D. Herbal Therapy & Supplements A Scientific & Traditional Approach. Philadelphia Lippincott 2000. 25 Presser A. Pharmacist s Guide to Medicinal Herbs. Petaluma California Smart Publications 2000 Gene Bruno MS MHS the dean of academics for Huntington College of Health Sciences is a nutritionist herbalist writer and educator. For more than 30 years he has educated and trained natural product retailers and health care professionals has researched and formulated natural products for dozens of dietary supplement companies and has written articles on nutrition herbal medicine nutraceuticals and integrative health issues for trade consumer magazines and peerreviewed publications. VITAMIN RETAILER 41 JANUARY 2015 WWW.VITAMINRETAILER.COM HEALTHYSHOPPER Reishi Mushroom The Mushroom of Immortality B Y S H A R I B A R B A N E L Retailers Healthy Shopper has been designed to help you educate customers about dietary supplements. Attach your store s business card here and photocopy for your customers. Healthy Shopper is reprinted with permission from Vitamin Retailer magazine and is provided for educational purposes only by your local retailer. No part of this article is intended as medical advice. Always consult your health care provider for any medical problems. 42 VITAMIN RETAILER WWW.VITAMINRETAILER.COM JANUARY 2015 Answers 1.) d 2.) b 3.) b 4.) d 5.) a lso known as the mushroom of immortality the reishi mushroom (Ganoderma lucidum) is a type of fungus that is native to Asia and is found in forests in China and Japan growing on the trunks of trees. Reishi mushrooms have been used in traditional medicine for thousands of years and were once a highly regarded treatment that was reserved for the royal family and high-ranking government officials. In the book Medicinal Mushrooms Ancient Remedies for Modern Ailments the authors explained that the reshi mushroom was called ling zi or spirit plant while the late Professor Hiroshi Hikino of the University of Tohoku in Japan who was a premier authority on Eastern medicinal plants once called reishi one of the most important elixirs in the Orient. Further in the book Adaptogens Herbs for Strength Stamina and Stress Relief the authors noted that the Shennong Herbal mentions six types of reishi each with their unique qualities. According to Livestrong.com reishi has analgesic antifungal antiviral antiparasetic cardiovascular and antidiabetic effects. Reishi mushrooms contain phytochemicals which are antioxidant compounds found in plants that are thought to prevent disease in humans. The primary active ingredients in reishi are two phytochemicals known as beta-glucan polysaccharides and triterpenes which help prevent free radical-induced damage to the body reduce allergy symptoms treat and prevent hypertension and stimulate the production of immune-supporting antibodies. This amazing mushroom also has been effective for improving cardiovascular function wrote the authors of Adaptogens. Regular levels of LDL and VLDL cholesterol and triglycerides inhibits clumping of platelets mildly lowers blood pressure and in clinical A studies has been Test Your Knowledge of Reishi Mushrooms shown to reduce car1.) Reishi mushroom is also known as ______. diac pain (angina) a.) Ling zi b.) The mushroom of immortality and arrhythmia and to help prevent artec.) Ganoderma d.) All of the above riosclerosis. In addition to 2.) Where do reishi mushrooms grow immune health and b.) Tree trunks cardiovascular bene- a.) Ocean floor c.) Both a & b d.) None of the above fits animal and invitro studies have shown that reishi has 3.) The Shennong Herbal mentions seven types of reishi each both blood sugarwith their unique qualities. balancing and antia.) True b.) False inflammatory effects as well as its anti4.) According to Livestrong.com reishi mushrooms have which of the cancer potential following effects according to a.) Cardiovascular b.) Antidiabetic Memorial Sloan Kettering Cancer c.) Antiviral d.) All of the above Center. Reishi also is touted as an adaptogen 5.) Those taking blood-thinning medications should not take reishi. a.) True b.) False a substance thought to reduce the effects of mental physical and emotional altitude sickness was studied in stress. According to Adaptogens reishi Chinese mountain climbers that can be used for people with anxiety ascended mountains as tall as 17 000 insomnia and poor memory. It can also feet with minimal reaction. It is recombe used for fatigue weakness shortmended that daily use of reishi should ness of breath and dizziness. start 10 to 14 days prior. Research has also show that reishi Those with a mushroom allergy are may be beneficial to those with lower advised to avoid reishi. Memorial Sloan urinary tract symptoms (LUTS) which is Kettering Cancer Center also recomcommon in older men. According to a mends that those on blood-thinning randomized placebo-controlled clinical medication chemotherapy or immunostudy published in 2008 in the Asian suppressants should not take reishi. Journal of Andrology 88 men with slight-to-moderate LUTS were given a reishi extract (6 mg daily) or placebo Resources for 12 weeks. The results showed that Halpern Georges M. and Andrew H. Miller. Medicinal Mushrooms Ancient Remedies for Modern reishi extracts more greatly improved Ailments. New York M. Evans 2002. Print. LUTS than the placebo with no severe Livestrong.com adverse effects reported. Mskcc.org But one of the most unique uses of Stengler Mark. The Health Benefits of Medicinal reishi is for altitude sickness. Mushrooms. North Bergen Basic Health Publications According to The Health Benefits of 2005. Print. Medicinal Mushrooms reishi appears Winston David and Steven Maimes. Adaptogens to reduce altitude sickness by oxyHerbs for Strength Stamina and Stress Relief. Rochester Healing Arts Press 2007. Print. genating the blood. Using reishi for Go to vitaminretailer.com naturalvitality for info about this advertiser PRODUCTSPOTLIGHT Liquid Assets BY ANGELA SANTORIELLO A drop in your drink can make a dramatic difference. Absorbed faster than pills liquid supplements and herbal extracts offer the body needed nourishment when it is not found in food. Anxiety Assistance Natural Vitality s Natural Calm (Austin TX) is the award-winning solution to restoring healthy magnesium levels and balancing calcium intake according to the company. With daily usage it can gradually reduce accumulated calcium giving relief to many symptoms of magnesium depletion according to the company. Natural Calm (MSRP 23.95 8-oz. 40.95 16-oz.) is available in five different organic flavors original raspberry-lemon orange sweet lemon and cherry and is gluten free vegan and certified non-GMO. For more information call (800) 446-7462 or visit www.naturalvitality.com. Liquid Blend NOW Foods (Bloomingdale IN) offers Fresh Green Black Walnut Wormwood Complex as an herbal dietary supplement. Take one half to two droppers full two to three times daily in juice or water before meals and or at bedtime. This product is best used by gradually-increasing dosage over a two-week period with a one-week break before repeating. The product (MSRP 16.99 2oz.) is a proprietary blend of fresh green black walnut hulls (Juglans species) wormwood herb (Artemisia absinthium) and clove buds (Carophyllus). 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The product also contains a full-spectrum prebiotic complex an energizing and cleansing green whole food blend strength and endurance white whole-food blend defense and repair yellow whole-food blend brain support blue whole-food blend anti-aging red whole-food blend enzyme-rich whole-food blend and 1250 ORAC antioxidant units of activity For more information call (800) 525-0200 or visit www.naturesplus.com. Norwegian Cod Liver Oil Carlson s (Arlington Heights IL) Norwegian Cod Liver Oil Natural Fruit Splash from the deep unpolluted waters near Norway contains the finest cod liver oil naturally rich in vitamins A and D3 and EPA and DHA. Only cod fish caught during the winter and early spring are used as the liver oil content is highest at this time of year. The oil (MSRP 32.90 250-ml.) is separated from the liver tissues without the use of chemicals. To ensure freshness of Carlson Norwegian Cod Liver Oil the air inside the glass bottle has been replaced with nitrogen. For more information call (847) 255-1600 or visit www.carlsonlabs.com. Iron Spatone (North Andover MA) pur-Absorb Apple is a liquid iron supplement with 100 percent natural apple concentrate plus vitamin C. Just like the original pur-Absorb Iron purAbsorb Apple (MSRP 9.95 14-day supply 19.95 28-day supply) fulfills the body s daily iron needs with a gentle dose so side effects are less likely. And with added vitamin C iron absorption is enhanced. For more information call (978) 988-3833 or visit www.purabsorb.com. Digestion Trace Minerals (Ogden UT) Ionic Fulvic Acid is a rich concentrated liquid dietary supplement that provides 250 mg of fulvic acid per serving. Fulvic acid may help support and maintain healthy functions in the body including the following digestion pH balance energy production hydration cellular integrity enzyme activity muscle endurance and stamina. The metered dropper allows for these recommendations to be followed where a normal tablet or capsule does not (MSRP 18.49 2-oz.). For more information call (800) 624-7145 or visit www.traceminerals.com 44 VITAMIN RETAILER WWW.VITAMINRETAILER.COM JANUARY 2015 Go to vitaminretailer.com barleans for info about this advertiser HEALTHANDNUTRITION Modern Medicine Ancient Ayurveda By Cheryl Myers W hile the Egyptians can claim the oldest surviving medical text in the world the Kahun Gynaecological Papyrus from 1800 BCE (making it almost 4 000 years old) most historians agree that the oldest surviving system of medicine is ayurveda originating in India. The word ayurveda contains the Sanskrit words ayur (life) and veda (science or knowledge). Combined it means The complete knowledge for long life. Though ayurveda can be documented to be at least 3 000 years old most experts push that date to closer to 6 000 years of continuous practice taking into account the millennia of medical knowledge handed down by word of mouth prior to being written in texts. Some of the key concepts in ayurvedic medicine surround the interconnectedness of people health and the universe which are indivisible one from the other. The body s constitution (prakriti) and life forces (dosha) are similarly interconnected. In my opinion one of the reasons ayurveda is still 46 VITAMIN RETAILER in successful practice today is because it is not only effective it is a truly holistic practice with individualized treatments that incorporate natural medicines diet exercise and lifestyle changes. An ayurvedic practitioner from hundreds of years ago might find him or herself quite at home in a modern holistic integrative medical practice of today. There are eight branches of ayurveda including pediatrics surgery health and longevity and toxicology and three theories pancha mahabhuta (five elements) tri-dosha (three body humors) and sapta-dhatu (seven body tissues). Perfect balance yields perfect health and illness is caused by imbalance. Health is considered the natural state and illness is created by anything that disrupts our natural state. An important precept of ayurveda is that people make choices and when poor choices are made imbalance occurs resulting in sickness. Ayurveda at its best is a way of life-- of choosing healthy practices in both body and spirit to attain ongoing balance. Unlike Western medicine it is not a one-time intervention to fight a single disease but rather life-long changes that return the patient to vibrant physical and emotional health. That said many of the medicines used in ayurveda are dually powerful offering both excellent prevention of disease and intervention should disease occur. Validation India s current population is 1.26 billion people the second most populous country in the world. That is nearly four times the population of the United States. In India ayurveda is considered a legitimate health-care system and both practitioners and schools of ayurveda are licensed by the state. Upwards of 70 percent of the rural population rely on ayurveda as primary health care. It is not considered alternative or complementary. It is mainstream medicine and has been for a long time. However the majority of people in the United States are neither familiar with nor using ayurveda. In fact the National Center for Complementary and Alternative Medicine (NCCAM) WWW.VITAMINRETAILER.COM JANUARY 2015 reports that in a 2007 survey only about 200 000 Americans stated they had used ayurvedic medicine in the previous year. This government organization stated Most clinical trials of ayurvedic approaches have been small had problems with research designs or lacked appropriate control groups potentially affecting research results. This difference in perspective--almost universal acceptance as mainstream medicine in India vs. caution and declarations of not enough clinical validation in the opinion of Western medicine--is not conducive to enlightened exchanges of ideas and best practices. According to noted botanical medicine investigator author and ethnobotanist Chris Kilham often called The Medicine Hunter The five-thousandyear-old system of ayurveda which is not only the oldest articulated system of health care in the world but also highly sophisticated employing herbs foods cleansing regimes physical therapies yoga and meditation to restore harmony and well-being. Ayurveda is comprehensive and truly holistic. It works. Medicinal Herbs Originating from Ayurveda Though acceptance of ayurvedic medical practice may not be full-scale in the United States certain herbs that are mainstays of ayurveda are beginning to be recognized as powerful natural medicines. Ashwagandha (Withania somnifera) is a highly valued herb originating in ayurveda. Its name means smells like a horse but it is also sometimes called Indian Ginseng because of its profound adaptogenic properties. Adaptogens are rare medicines that move the body toward health. That means they somehow adjust to the specific needs of the body and can raise or lower certain physical parameters accordingly. For example in a person with low adrenal function this valuable clinically studied herb can improve energy and stamina but in a person with a great deal of stress and excessive cortisol release from the gland ashwagandha lowers cortisol and helps a person calm down and relax. There are 688 studies listed on the National Institutes of Health (NIH) electronic PubMed (www.PubMed.gov) on ashwagandha for a wide array of illnesses including cancer database called neurodegenerative disease kidney damage associated with diabetes pain gout abnormal blood clots anxiety depression and even healthy sexual function. In my opinion ashwagandha makes you stronger more resistant to both physical and psychological stressors and greatly improves both energy and endurance probably because of its impact on adrenal function. Not all ashwagandha is created equal. It is important to know the standardization of withanolides (key compounds in the plant and should be at least 5 percent) and purity. Because of extreme variations in raw materials it is better to choose a form with published human clinical studies so benefits are more predictable and safety is better assured. Boswellia is another effective medicine from ayurvedic practice. On the NIH study database there are 346 studies on boswellia sometimes called frankincense. Boswellia is made from the gum resin of the Boswellia serrata tree and has been shown to have a FAMILY OF PUBLICATIONS www.VitaminRetailer.com www.GlutenFreeRetailer.com Branch Out and Join VRM Media s 1995 20 Y ars Celebratingellence e of Exc 2015 www.NaturalPractitionerMag.com www.NIEmagazine.com www.FitnessTrainerMag.com Contact One of Our Ad Specialists Today Russ Fields at 732-432-9600 ext. 102 or e-Mail RussF VRMmedia.com Roy Kieffer at 719-358-9838 or e-Mail RoyK VRMmedia.com Gary Pfaff at 732-432-9600 ext. 107 or e-Mail GaryP VRMmedia.com JANUARY 2015 WWW.VITAMINRETAILER.COM VITAMIN RETAILER 47 HEALTHANDNUTRITION unique and powerful property it can modulate an inflammatory pathway in the body that no drug touches except for steroids. Called the 5-lipoxegenase (5-LOX) pathway this type of inflammation does not respond to aspirin ibuprofen naproxen sodium or prescription drugs like celecoxib (Celebrex) or diclofenac sodium (Voltaren) all of which target a kind of inflammation called COX-2. There are many 5-LOX inflammatory diseases that are difficult to treat including asthma chronic obstructive pulmonary disease (COPD) emphysema and chronic bronchitis where boswellia may be an excellent choice. Arthritis gout inflammatory bowel Crohn s and ulcerative colitis are also partially mediated by 5-LOX so boswellia is useful in combination with other herbs in these instances as well. The best boswellia is standardized to a minimum of 10 percent of a very active anti-inflammatory compound called acetyl-11-keto-beta-boswellic acid (AKBA). Unstandardized boswellia can have as little as 1 percent. Also boswellia contains a problematic compound that actually causes inflammation so it should be purified to remove beta boswellic acid (BBA) to less than 5 percent for the highest benefits. Clinically studied and standardized boswellia is more powerful and specific to inflammatory targets than unstandardized varieties. These are just two herbs with an impressive history of effectiveness but there are many more health treasures used in this holistic medical system. If you are interested in the practice of ayurveda one organization that provides direction is the National Ayurvedic Medical Association (www.ayurvedanama.org) which lists information and referrals on their website. Though it is more a resource for ayurvedic practitioners the Association of Ayurvedic Professionals of North America Inc. (http aapna.org) offers a number of articles and information on learning more about ayurveda. VR Introduction. http nccam.nih.gov health ayurveda introduction.htm Ayurveda modern medicine interface A critical appraisal of studies of Ayurvedic medicines to treat osteoarthritis and rheumatoid arthritis. Arvind Chopra Manjit Saluja and Girish Tillu. J ayurveda Integr Med. 2010 Jul-Sep 1(3) 190 198. IndiaStat. Available at http www.indiastat.com searchresult.aspx National Bureau of Statistics China. Available at http data.stats.gov.cn PBS ayurveda 101. Available at http www.pbs.org frontlineworld stories india701 interviews ayurveda101.html National Ayurvedic Medical Association. Available at http www.ayurvedanama.org Chris Kilham. Private communication (email) on November 20th 2014. Cheryl Myers is an integrative health practitioner author and an expert on natural medicine. Additionally she has a degree in psychology and worked for several years in psychiatric care. She is a nationally recognized speaker who has been interviewed by the New York Times Wall Street Journal and Prevention Magazine. Myers is the head of Scientific Affairs and Education for EuroPharma Inc. (www.europharmausa.com). References Ancient History Encyclopedia Medicine. Available at http www.ancient.eu medicine NIH National Center for Complementary and Alternative Medicine (NCCAM). Ayurvedic Medicine An 48 VITAMIN RETAILER WWW.VITAMINRETAILER.COM JANUARY 2015 NATURALMEDICINE with Dr. Michael Murray Dealing with Depression A Natural Perspective B Y M I C H A E L T. M U R R A Y N D A pproximately 30 million Americans take antidepressant drugs. That is a mind-blowing statistic. The obvious question is Why are so many people depressed There are a lot of theories but the way a person feels at any point in time is determined by the interplay between two primary factors 1. Internal focus and attitude Images held up before the mind s eye Self-talk habitual questions and explanatory style (optimist vs. pessimist) 2. Physiology Breathing pattern posture muscular tension and other physical factors (e.g. pain) Hormonal nutritional and chemical factors Obviously to truly impact the way a person feels a comprehensive approach is required that takes into consideration both of these areas and all that they entail. That said many people are a bit stuck and natural products can provide the necessary boost in mood to help make important changes in diet and lifestyle easier to accomplish. A Quick Look at Antidepressant Drugs Since the introduction of Prozac in 1987 antidepressants known as selective serotonin reuptake inhibitors (SSRIs) are now among the world s most widely prescribed medications with sales in the U.S. alone of about 20 billion per year. These antidepres- sants also include brands like Zoloft Paxil Luvox Celexa and Lexapro. In recent years the side effects of these drugs from weight gain and sexual dysfunction to suicidal behavior have been better defined. In addition there is growing evidence that in most studies there is really no difference in efficacy between the placebo and the drug in all but the most severe cases. The presence of unwanted side effects coupled with little real benefit makes these drugs less than an ideal approach. Approximately 20 percent of patients experience nausea 20 percent headaches 15 percent anxiety and nervousness 14 percent insomnia 12 percent drowsiness 12 percent diarrhea 9.5 percent dry mouth 9 percent loss of appetite 8 percent sweating and tremor and 3 percent rash. SSRIs also definitely inhibit sexual function. In studies where sexual side effects were thoroughly evaluated 43 percent of men and women taking SSRIs reported loss of libido or diminished sexual response. A recent study published in the official journal of the European College of Neuropsychopharmacology raises a new issue with long-term antidepressant use adding another reason for consumers to seek alternatives. The study conducted by researchers at the University of Pisa Italy found that antidepressant drugs adversely affected feelings of commitment and attachment towards their partners in both men and women. In other words the drugs made subjects alienated from their partners. This new study raises another question on the real value of antidepressant drugs on quality of life issues. Boosting Serotonin Naturally SSRI antidepressant drugs are thought to work by specifically inhibiting the reuptake of serotonin at the nerve endings in the brain. As a result more serotonin is likely to bind to receptor sites on brain cells and transmit the serotonin signal. Serotonin is a very important neurotransmitter derived from the amino acid tryptophan. It is the brain s own natural antidepressant and tranquilizer. A decrease in serotonin function is thought to be a major cause of depression anxiety and insomnia. Serotonin is not only important in controlling your mood and behavior it also acts as a kind of chemical traffic cop that regulates the activity of many other neurotransmitters. The level of serotonin present in your brain can have a tremendous impact on how you think feel and behave. Natural Mood Enhancers Besides the beneficial effects noted in clinical studies with healthier dietary choices and key nutritional supplements there are also several natural products that have been shown in double-blind studies to promote a happier state. The better-researched choices are St. John s wort extract SAMe 5-HTP and saffron extract. VITAMIN RETAILER 49 JANUARY 2015 WWW.VITAMINRETAILER.COM NATURALMEDICINE with Dr. Michael Murray St. John s wort extract (SJWE) is the most thoroughly researched natural antidepressant. SJWE was once the brightest star in herbal medicine but a dubious 2002 study funded by the drug company giant Pfizer led to a crushing 97 percent drop in its popularity that year and it has never recovered. Pfizer s drug Zoloft was the number one selling antidepressant at the time. Many experts felt that the researchers stacked the deck against SJW especially since several double-blind studies afterwards showed that SJW is more effective and has fewer side effects than Zoloft and other antidepressant drugs. A 2008 Cochrane Database Review concluded after reviewing the results from more than 30 double-blind studies with SJWE a) is superior to placebo in patients with major depression b) is similarly effective as standard antidepressants and c) has fewer side effects than standard antidepressants. Typical dosage levels for SJWE ranges from 900 to 1800 mg daily. S-Adenosylmethionine (SAMe) is involved in the methylation of important brain chemicals including neurotransmitters and phospholipids like phosphatidylcholine and phosphatidylserine. Normally the brain manufactures all the SAMe it needs from the amino acid methionine. However SAMe synthesis is impaired in depressed patients. Supplementing the diet with SAMe in depressed patients results in increased levels of neurotransmitters as well as improved binding to receptor sites. The results of a number of clinical studies suggest that SAMe is one of the most effective natural antidepressants. Overall in the double-blind studies comparing SAMe to antidepressant drugs 76 percent of the SAMe group showed significant improvements in mood compared to only 61 percent in the drug group. Typical starting dosage is 200 mg twice daily. 5-Hydroxytryptophan (5-HTP) is the direct precursor to serotonin that is able to cross the blood brain barrier and raise brain serotonin levels. As a result supplementing the diet with 5-HTP has been shown to produce significant benefits in conditions linked to low serotonin including depression carbohydrate cravings headaches and fibromyalgia. The typical dosage is 50 to 100 mg three-times per day. Be sure to point customers to use 5HTP in enteric-coated capsules or tablets (pills prepared in a manner so that they will not dissolve in the stomach) significantly reduce the likelihood of nausea-- a very common side effect with nonenteric coated 5-HTP. Saffron (Crocus sativus) is the world s most expensive spice because the stigma (the portion of the flower used for cooking) must be hand picked off the flower. To obtain one pound of saffron a minimum of 50 000 flowers are needed. In Persian traditional medicine saffron is used for depression. Modern clinical studies now show that saffron extracts are safe and effective for mild to moderate depression including a study showing efficacy equal to Prozac. The typical dosage for saffron extract is 30 mg per day. empowering questions and find ways to inject humor and laughter into their lives. It is not an easy task but it is much easier to accomplish when you eliminate the noise caused by unhealthy lifestyle and dietary choices as well as insufficient levels of key nutrients. In regard to weaning off prescription antidepressants customers must be encouraged to work with their physician. In general discontinuing any drug for these conditions has to be done gradually. Stopping an SSRI too quickly is associated with symptoms such as dizziness loss of coordination fatigue tingling burning blurred vision insomnia and vivid dreams. Less often there may be nausea or diarrhea flu-like symptoms irritability anxiety and crying spells. To provide support when weaning off of SSRIs SAMe can be used without concern. Patients are often advised to avoid 5-HTP and other natural products that may impact serotonin levels out of fear of producing what is referred to as the serotonin syndrome characterized by confusion fever shivering sweating diarrhea and muscle spasms. Although it is theoretically possible that combining these natural products with standard antidepressant drugs could produce this syndrome to my knowledge no one has actually experienced this syndrome with the simultaneous use of 5-HTP and an SSRI especially at the dosage levels recommended for 5HTP (50 to 100 mg three times daily). My general recommendations for helping wean patients off SSRIs is to reduce the dosage of the SSRI by 50 percent and take 50 mg of 5-HTP three times daily and or 200 mg SAMe daily. After two weeks reduce the dosage of the SSRI by half again or take the previous dosage every other day. Stay on this dosage for a month before finally discontinuing the SSRI. If needed the dosage of 5-HTP can be increased to 100 mg three times daily and the dosage of SAMe can be increased to 400 mg twice daily. VR Michael T. Murray ND is widely regarded as one of the world s leading authorities on natural medicine. He is a graduate former faculty member and serves on the Board of Regents of Bastyr University in Seattle WA. The author of more than 30 books on health nutrition Murray is also director of product development and education for Natural Factors Nutritional Products. For more information visit www.doctormurray.com. Non-drug approaches to depression Psychological therapy has been shown to be as effective as antidepressant drugs in treating moderate depression. It is important to rule out the simple organic factors which are known to contribute to low serotonin levels i.e. nutrient deficiency or excess drugs (prescription illicit alcohol caffeine nicotine etc.) hypoglycemia consumption hormonal derangement allergy and environmental factors. Depression is often a first or early manifestation of low thyroid function. Thyroid hormone appears to be necessary in the conversion of tryptophan to serotonin. Elimination of sugar and caffeine has been shown to produce significant benefits in clinical trials in patients with depression. This effect is due to improving the conversion of tryptophan to serotonin as well as other mechanisms. Increased participation in exercise sports and physical activities is strongly associated with decreased symptoms of anxiety depression and malaise indicating an association with higher serotonin levels. Low levels of magnesium and vitamins B6 and D3 are among the nutritional causes of depression. Correcting these nutrient deficiencies can result in significant improvement in mood. An insufficiency of the long chain omega-3 fatty acids eicosapentaenoic acid (EPA) and docoshexaenoic acid (DHA) has been linked to depression. Recommended dosage is 3 000 mg EPA DHA for clinical benefits to be noted. 50 VITAMIN RETAILER Final Comments Individuals with depression often need to learn how to set goals use positive self-talk and affirmations identify self- WWW.VITAMINRETAILER.COM JANUARY 2015 RESEARCHUPDATE Mushroom Extract AHCC Helpful in Treating HPV J apanese mushroom extract appears to be effective for the eradication of human papillomavirus (HPV) according to a pilot clinical trial at The University of Texas Health Science Center at Houston (UTHealth) Medical School. The results were presented at the 11th International Conference of the Society for Integrative Oncology in Houston by principal investigator Judith A. Smith PharmD associate professor in the Department of Obstetrics Gynecology and Reproductive Sciences at the UTHealth Medical School. Ten HPV-positive women were treated orally with the extract AHCC (active hexose correlated compound) once daily for up to six months. Five achieved a negative HPV test result-- three with confirmed eradication after stopping AHCC--with the remaining two responders continuing on the study. Currently there is no effective medicine or supplement to treat HPV which is associated with more than 99 percent of cervical cancer cases. According to the Centers for Disease Control and Prevention (CDC) several other cancers are related to HPV including 95 percent of anal cancer 60 percent of oropharyngeal 65 percent of vaginal cancer 50 percent of vulvar cancer and 35 percent of penile cancer. AHCC is a readily available nutritional supplement that works to improve the innate immune system. Human and preclinical studies have shown that AHCC increases the number and or activity of natural killer (NK) cells dendritic cells and cytokines which help the body fight off infections and block tumor growth. The results are very encouraging Smith said. We were able to determine that at least three months of treatment is necessary but some need to extend that to six months. Since AHCC is a nutritional supplement with no side effects and other immune modulating benefits we will be planning on using six months of treatment in our phase II clinical study to have consistent study treatment plan. This confirms our earlier preclinical research. Smith is director of UTHealth s Women s Health Integrative Medicine Research Team which focuses on the safe and effective use of nutritional and herbal supplements with pharmacologic modalities as it relates to women s health and cancer. This research is proceeding to a randomized double-blind placebo-controlled phase II clinical trial which has just begun at UTHealth Smith said. For more information visit http go.uth.edu judithresearch. Tea Citrus Products Could Lower Ovarian Cancer Risk Research Finds ea citrus fruits and juices are associated with a lower risk of developing ovarian cancer according to new research from the University of East Anglia (UEA). The research reveals that women who consume foods containing flavonols and flavanones (both subclasses of dietary flavonoids) significantly decrease their risk of developing epithelial ovarian cancer the fifth-leading cause of cancer death among women. The research team studied the dietary habits of 171 940 women aged between 25 and 55 for more than three decades. The team found that those who consumed food and drinks high in flavonols (found in tea red wine apples and grapes) and flavanones (found in citrus fruit and juices) were less T likely to develop the disease. Ovarian cancer affects more than 6 500 women in the U.K. each year. In the United States about 20 000 women are diagnosed with ovarian cancer each year. Professor Aedin Cassidy from the Department of Nutrition at UEA s Norwich Medical School led the study. This is the first largescale study looking into whether habitual intake of different flavonoids can reduce the risk of epithelial ovarian cancer she said. We found that women who consume foods high in two sub-groups of powerful substances called flavonoids--flavonols and flavanones--had a significantly lower risk of developing epithelial ovarian cancer. The main sources of these com- pounds include tea and citrus fruits and juices which are readily incorporated into the diet suggesting that simple changes in food intake could have an impact on reducing ovarian cancer risk Cassidy continued. In particular just a couple of cups of black tea every day was associated with a 31 percent reduction in risk. For more information visit www.uea.ac.uk. JANUARY 2015 WWW.VITAMINRETAILER.COM VITAMIN RETAILER 51 NEWPRODUCTS VR s New Products section is a FREE service to industry members. Send new product press releases and photos to Daniel Breeman Vitamin Retailer 431 Cranbury Road Ste. C East Brunswick NJ 08816 or email to info VRMmedia.com LO Fruit Beverage CAMARILLO CA--LO Fruit Beverages is a healthy and delicious low-glycemic real-fruit beverage containing the same amount of calories carbs and sugars as in one whole fruit. It is kosher vegan and gluten free and made from organic blue agave nectar sap and sweetened with stevia. In addition it contains ActiVin a patented all-natural red grape seed extract rich in polyphenols. LO Fruit Beverages are available in Pomegranate Mango Mojito Pomegranate Mojita and Acai-Blue and come in a 4-pack for 11.99 and a 12-pack for 35.88. For more information call (877) 244-6711 or visit www.lofruitbeverage.com as well as Original and Raspberry-Lemon the only two flavors available in individual travel packs. The suggested retail price is 23.95 for an 8-oz bottle or 40.95 for a 16-oz bottle. For more information call (800) 466-7462 or visit www.naturalvitality.com. Coconut Water for Hair MACDON GA--Camille Rose Naturals debuts its new Coconut Water Leave-In Treatment (MSRP 14) and Coconut Water Penetrating Hair Treatment (MSRP 20). The most decadent desserts resulting in a natural vegan beauty line inspire all hair and body products. Specifically the coconut water adds a silky texture and nourishes hair with natural oils for maximum moisture and shine. For more information call (888) 384-0003 or visit www.camillerosenaturals.com Argan Oil BB Cream AZUSA CA--Argan Wear Ultra-Nourishing Argan Oil BB Cream by Physicians Formula is a tinted BB formula with 100 percent argan oil. The SPF 30 cream foundation renews brightens and promotes a youthful glow while the oil transforms your skin and promotes extra moisture for hydrated skin. The weight-less blend which comes in light and light-medium evens skin town and covers flaws and impurities. The newly-released Argan Wear skincare product works with all skin types even the most sensitive without clogging pores. The natural cover-up is hypoallergenic paraben free gluten free non-comedogenic and dermatologist approved (MSRP 14.95 1.2-fl oz.). For more information call (800) 227-0333 or visit www.physiciansformula.com. Pure Focus DUBAI--P rblack Live Resin is a unique healing superfood for the body to reach its maximum potential. Backed up by traditional medicine and modern science this new product calms the mind speeds up healing time from over exertion of bodily tissue due to workouts and injury aids insomnia enhances mental and physical performance and neutralizes premature aging stressors. For more information call (323) 982-8685 or visit www.pureblack.com. Big Boulder Bottle BOULDER CO--Eco Vessel has released the new patented Boulder Triple Insulated water bottle (MSRP 26.95 25-oz) for a Vacuum Insulated stainless steel canister TriMa triple insulation technology keeps water cold for up to 36 hours and hot water for up to eight hours. The bottle comes with a tightly screwed on top and removable strainer making it perfect to create your own fruit flavor tea or ice dam. For more information call (800) 969-2962 or visit www.ecovessel.com. Even Brighter NORTH HAMPTON MA--Suki s new EvenTone Brightening Serum from their Rescue Skin Crisis Intervention line solves facial issues such as skin tone variations spots scars vein appearance and redness. The formula includes high-potency rose concentrate which delivers their proprietary complexion brightening complex deep within the skin as well as their patented TLC vitamin C. The high-performance serum ( 50.95 .5-fl oz.) helps even spots redness and discoloration hyper-pigmentation circles scars and uneven skin tone. For more information call (888) 858-7854 or visit www.sukiskincare.com. Dead Sea Osmoter Concentrate MONTREAL QC CANADA--The mineral-based personal care line AHAVA has announced its new Dead Sea Osmoter Concentrate a universal skinoptimizing serum with polymer technology with three times the concentration of Osmoter the brands unique extract of Dead Sea Water enriched with magnesium calcium potassium and bromine. The moisturizing and radiant-boosting gel activates the skin s biological osmotic pump and has been clinically tested and biologically researched. In addition to AHAVA s Osmoter Concetrate the cell-renewing serum also includes argan oil and laminaria digital (MSRP 60 .5-oz). For more information call (800) 366-7254 or visit www.ahavaus.com. WWW.VITAMINRETAILER.COM JANUARY 2015 Flavored Liquid Magnesium AUSTIN TX--Natural Calm is Natural Vitality s award-winning mineral supplement to promote healthy magnesium levels with absorbable watersoluble magnesium and a balanced calcium intake providing relief to magnesium-depletion symptoms. The gluten-free vegan and certified nonGMO blend comes in a variety of organic flavors which include Orange Sweet Lemon and Cherry 52 VITAMIN RETAILER No More Lactose SEBASTOPOL CA--Green Valley Organics introduces its first ever dairy lactose-free cream cheese with a suggested retail price of 3.49. The cream cheese is made in a solar-powered creamery with minimally processed milk from a certified-organic family farm in California s Sonoma County. This creamy spread is available in four delicious flavors pure organic cream sea salt lactase enzyme and live active cultures and is made with Flourish the company s own blend of 10 probiotics. The lactose-free dairy product is certified organic and humane as well as gluten free. For more information call (707) 823-8250 or visit www.greenvalleylactosefree.com. able plant is known to have the highest source of vitamin B12. Traditionally called Palmyra Jaggery the sweetener replacement contains 15 other vitamins and minerals including calcium iron magnesium zinc sodium and phosphorus. SugaVida has no added preservatives or chemicals and is perfect for vegans and vegetarians (MSRP 13.50 8.8-oz). For more information call (877) 409-5363 or visit www.sugavida.com. CocoaVia Reinvented GERMANTOWN MD--CocoaVia has reinvented their cocoa extract supplement line with a new look heart health focus and formula backed by the most recent research and science. The updated product contains 375 mg of cocoa flavanols in every serving in order to support healthy blood flow. With brand new packaging and logo CocoaVia is available in both capsules and stick packs and comes in three flavors Unsweetened Dark Chocolate Sweetened Dark Chocolate and Cran-Raspberry. The capsules are available for 29.99 for 60-ct and 44.99 for 90-ct and the stick packs are sold for 14.99 for a box of 10 and 44.99 for a box of 30. For more information call (877) 842-0802 or visit www.cocoavia.com. Nothing to Hide BENSON AZ--Twenty-one-year-old nursing student Jordan Austin first created this antiacne product for himself and is now offering it for retail sales. Nothing to Hide by Plexy Labs is an all-natural acne cream made with highgrade 3 percent liquid beta-sitosterol an organic plant-based sterol. Beta-sitosterol can be found in fruits vegetables nuts and seeds and helps nourish the skin and visibly reduce redness and blemishes by calming the sebaceous glands--the tiny glands that produce oil-causing skin disorders such as acne vulgaris sebaceous hyperplasia seborrheic dermatitis milia and steatoma. Along with beta-sitosterol Nothing to Hide s other key ingredients include niaciminid (vitamin B3) zinc oxide and allantoin (MSRP 15 3-fl oz). For more information visit www.plexylabs.com. Bee New OAKLAND CA--Burt s Bees introduces their Burt s Bees Renewal Smoothing Eye Cream from their new Renewal Collection. The line incorporates their powerful Hibiscus Apple Rejuvenating complex to help lock in moisture and tighten the skin s surface. The smoothing eye cream includes extracts of Baobab Fruit Watermelon and Lentils to help reduce the appearance of fine lines and wrinkles crow s feet and dark circles bags and under-eye puffiness as well as promote firm and smooth skin. The product is dermatologist-tested non-comedogenic and when put to the test 86 percent of women had proven results in only eight weeks (MSRP 19.99 .58-oz). For more information call (800) 849-7112 or visit www.burtsbees.com. WOODSBORO MD--Rosebud Perfume Co. has launched a new line to Dr. Smith s Rosebud Salve products formally called Balsam of Rosebuds. The worldfamous Rosebud Salve tin is the No. 1selling all-purpose salve that can also be used to treat minor skin irritations such as scrapes minor burns and chapped lips face and hands. Recently the company expanded their collection by offering two of the most popular fragrances in tubes in addition to the tin which include Rose & Mandarin with a red-orange tint and Menthol and Eucalyptus Smith s best skin preparation with a cooling and soothing sensation (MSRP 6.00 .5-oz tube). For more information call (301) 845-8788 or visit www.rosebudperfume.com. Fragrant Salve Probiotic Tonics Sugar For Diabetics LONDON ENGLAND--Conscious Food recently announced the American debut of SugaVida a natural certified-organic substitute that offers a healthy alternative to sugar high fructose corn syrup stevia and agave. It s derived from the sap of the Palmyra palm tree (Borassus flabellifer) found in Southeast India and is known as the sugar for diabetics in ayurvedic medicine due to its low-glycemic index of 40. The bioavailJANUARY 2015 WWW.VITAMINRETAILER.COM VENTURA COUNTY CA--KeVita s Sparkling Probiotic Drinks which contains kale red beet tumeric ginger and cinnamon has launched the KeVita Cleansing Probiotic Tonic line to promote healthy cleansing. Made with a high dose of apple-cider vinegar (30 g) the new beverage maintains the brand s signature formula of four probiotic strains (4 billion CFUs) as well as 100 percent of the recommended daily intake of vitamin C. Available in four flavors Kale Lemon Red Beet Turmeric Ginger and Cinnamon KeVita Cleansing Probiotic Tonics are low in calories USDA Organic gluten free vegan and non-GMO Project Verified (MSRP 3.50 15.2-oz). For more information call (888) 310-6106 or visit www.kevita.com. VITAMIN RETAILER 53 NEWPRODUCTS Leave-in Hair Milk HAYWARD CA--John Masters Organics recently launched Rose & Apricot Hair Milk (MSRP 26 4-fl oz.) to its certified-organic and cruelty-free hair care collection. This light leave-in hair milk nourishes hair and doubles as a light-holding product for an added boost of moisture and shine. The product is gluten free and formulated with rose flower oil apricot oil rosehip seed oil and borage oil. It also contains moringa seed extract to detangle defrizz volumize and support healthy and manageable hair and can be applied to damp or dry hair. For more information call (844) 324-2233 or visit www.johnmasters.com. New machinery created by the company s trade secret technology wraps the wicks around a zinc core to ensure longer burn time. For more information call (856) 358-7750 or visit www.acheerfulgiver.com. Go Green CANAAN CT--Vibrant Health added VIBRANCE to their product line. The essential daily green food adds color probiotics fiber antioxidants digestive enzymes and more. The dietary supplement is available in Citrus Cucumber and Orange Pineapple. It is packed with 2.5 billion probiotics 6 g of organic greens nine fruits and vegetables and 10 antioxidants in order to support a healthy digestion pH balance and energy improved nutrition and enhanced immunity (MSRP 29.95 9.2-oz). For more information call (860) 824-4040 or visit www.vibranthealth.us Cheerful Memories ELMER NJ--A Cheerful Giver s Keepers of the Light collection added their newly-scented Memories. The odored collection comes in a 34-oz Papa Jar for 24 22-oz Mama Jar for 20 6-oz Baby Jar for 9 and a pair of 1.5-oz for 3. The company s high-quality food-grade paraffin mottling wax offers a cleaner burn and a delightful scent. Memories blends together juniper cypress fir balsam cedar cooling lavender and eucalyptus as well as pimento clove and cinnamon bark for an added hint of spice. Soothing Lips GREEN BAY WI--Recently launched by EuroPharma Inc. Herpetino Soothing Lip Cream helps reduce the appearance of blemishes for smooth lips. EuroPharma s clinically-studied GH2002 propolis extract acts like a resin which bees use to maintain and repair their hives. The soothing lip cream contains no wax so that it does not block absorption. It includes vitamins and natural lip conditioners such as shea butter chamomile and almond and jojoba oils for moisture and protection (MSRP 12.95 .34-oz). For more information call (920) 406-6500 or visit www.europharma.com. Yummy Pops RAMSEY NJ--As seen on the Rachael Ray Show and called the best lollipop I ve ever tasted from Phil Lempert food editor for the Today Show YumEarth Organic Pops are a sweet treat made with real fruit and contains a daily dose of vitamin C. The assorted 4.20-oz pack of 20 pops retails for 3.50 and offers mouthwatering flavors of Pomegranate Pucker Wet-Face Watermelon Strawberry Smash and Perfectly Peach. Not only are they organic but the YumEarth lollipops are gluten free fat free nut free dairy free and are 100 percent vegan. For more information call (201) 857 8489 or visit www.yummyearth.com. 54 VITAMIN RETAILER WWW.VITAMINRETAILER.COM JANUARY 2015 OFFTHEPRESS Book Publishers--Submit new books to Daniel Breeman Vitamin Retailer 431 Cranbury Road Ste. C East Brunswick NJ 08816 DanielB vitaminretailer.com The Healing Power of Trauma Comfrey The Healing Power of Trauma Comfrey is written by Holly Lucille ND RN a nationally recognized naturopathic doctor television and radio host who is noted for her expertise in the field of integrative medicine. According to Dr. Lucille comfrey is an undeniable healing agent once used by millions for millennia as medicine and food but has been largely forgotten in the last half-century. With the Industrial Revolution and the discovery of antibiotics herbal medicine fell out of use as doctors and patients turned to quick-acting pharmaceuticals according to Dr. Lucille who noted that many are just beginning to understand the limitations expenses and side-effects of pharmaceuticals and are re-examining the profound healing properties of the natural herb comfrey. Broken down into six chapters the book addresses how the herb is helpful for healing sprains strains and bruises as well as back joint and muscle pain. In the volume Dr. Lucille sites the randomized double-blind study Wound-Healing Effects of a Symphytum Herb Extract Cream in Children to support her suggestion that comfrey ointment is good for young growing bodies as well as for older bodies that get a few hard knocks. Author Holy Lucille ND RN Pages 76 Price 8.95 Publisher To Your Health Books Contact (323) 658-9151 www.drhollylucille.com ADVERTISERINDEX ADVERTISER Ajinomoto North American American Laboratories Inc. Barlean s Organic Oils Bluebonnet Nutrition Corp. Continental Vitamin Company Essential Formulas Essential Formulas Health Plus Inc. Life Extension Foundation Michelle s Miracle Natural Vitality Natures Plus North American Herb & Spice NOW Foods NOW Foods (Personal Care) Nutrex Hawaii Pharmachem Labs (Phase 2) Redd Remedies Scandinavian Formulas Inc. SuperNutrition Uckele Health & Nutrition Wakunaga of America Co. Ltd. Xlear Inc. PAGE 23 34 45 C4 13 9 17 15 27 18 43 29 C2 C3 11 19 31 5 21 6-7 16 1 3 PHONE (201) 292-3200 (402) 240-3332 (800) 445-3529 (281) 240-3332 (800) 421-6175 (972) 255-3918 (972) 255-3918 (800) 822-6225 (877) 354-6512 (800) 939-3199 (800) 446-7462 (800) 645-9500 (800) 243-5242 (888) 669-3663 (888) 669-3663 (800) 453-1187 (800) 526-0609 (888) 453-5058 (800) 688-2276 (800) 871-2116 (800) 248-0330 (949) 855-2776 (877) 599-5327 WEB vitaminretailer.com ajinomoto vitaminretailer.com americanlaboratories vitaminretailer.com barleans vitaminretailer.com bluebonnet vitaminretailer.com cvc vitaminretailer.com essentialformulas vitaminretailer.com essentialformulas vitaminretailer.com healthplus vitaminretailer.com lifeextension vitaminretailer.com michelles vitaminretailer.com naturalvitality vitaminretailer.com naturesplus vitaminretailer.com nahs vitaminretailer.com nowfoods vitaminretailer.com nowsolutions vitaminretailer.com nutrex vitaminretailer.com pharmachem vitaminretailer.com reddremedies vitaminretailer.com scandinavian vitaminretailer.com supernutrition vitaminretailer.com uckele vitaminretailer.com wakunaga vitaminretailer.com xlear INDUSTRYEVENTS March 5-7 Natural Products Expo West Anaheim Convention Center Anaheim CA www.expowest.com JANUARY 2015 WWW.VITAMINRETAILER.COM VITAMIN RETAILER 55 Back Talk Hasan A. Ansari Pres. CEO Eli Nutrition Inc. (609) 977-5360 hasan tummyzen.com THIS MONTH Hasan Ansari is co-founder of Eli Nutrition Inc. and serves as its president and chief executive officer. Ansari has a background in product commercialization go-to-market management and strategy consulting. He attended the University of Pennsylvania and received an MBA from Yale School of Management. He partnered with Professor John Geibel MD DSc of Yale School of Medicine to commercialize his new patented solution for heartburn. ing and ingredient selection and customers are beginning to realize this fact. Question Why did you partner with Dr. John Geibel at Yale to create Eli Nutrition Answer I ll admit it. I m a fooda- Question Where do you currently see the natural product supplement industry Where is it headed Answer In 2013 sales of dietary supplements in the U.S. totaled more than 12.5 billion so if sales are a metric of success then the American consumer is speaking with his her wallet and demonstrating a growing preference for dietary supplements. Customer adoption of these products is vindicating what many of us have known for ages that using dietary supplements can improve overall well-being and provide relief from common health issues without the serious side effects associated with most drugs. This has really changed the industry to one where customers and retailers are much better informed about various natural alternatives to over-the-counter (OTC) drugs and where the internet has provided perfect information for customers to choose superior products. The reality is that most reputable supplement manufacturers are backed by proven research and use the highest standards of manufactur56 VITAMIN RETAILER holic and I don t get as much exercise as I should. This cycle of abuse led to a struggle with heartburn where I went through the cycle of trying various prescription and OTC drugs hoping that one of them would work. This struggle is what first drew me to the work that Vice Chair of Surgery and Medical School Professor at Yale University Dr. John Geibel had been focusing on for the past few decades to determine the causes of and remedies for heartburn. As a Yale MBA and a fellow of their technology commercialization program I was given the opportunity to spend significant time with Dr. Geibel and to really understand what his revolutionary new findings could do for millions of Americans like me who are struggling with heartburn. studies as well as two human clinical studies to prove the relief that our product can provide. If you ve got a fantastic product you re going to have to prove it before you can get market traction. This means significant dedication of time money and human resources to the pre-work before you even get to market. Secondly know your customers. We worked directly with our retail partners to do various in-store demos online surveys and customer talk-back sessions before we finalized the launch of Tummyzen. Question What are the benefits of a natural remedy to relieve heartburn Answer Today people with heart- Question What advice can you give other young entrepreneurs looking to enter this industry Answer I have met a number of aspiring entrepreneurs both from the scientific and the business communities who are eager to enter the dietary supplement space due to a perceived lack of barriers to entry. I have two pieces of advice for them. First if you think it s easy you re dead wrong. Dietary supplements might not have the same hurdles that the prescription space has but that just means that there is an even greater need to prove that your product is efficacious safe and beneficial. Before we launched Tummyzen we underwent a number of animal and in-vitro burn have three options. First they can take OTC antacids like the gooey liquids and the chalky tablets you probably have in your medicine cabinet. All these products do is neutralize the acid that is already in your stomach without doing anything to stop the production of excess acid. This will give you about 15 minutes of relief which is really insufficient for anyone who doesn t just have very occasional mild heartburn. The second option is to take natural alternatives some of which might not be backed by proven and published science. The last option which a majority of Americans turn to is to purchase the OTC or prescription drugs that most people take every single day for the rest of their lives. The most popular form of these drugs proton pump inhibitors go to the source of the problem and start permanently inhibiting individual acid producing cells but this takes at least 24-36 hours before any relief starts to occur. As you can imagine this can lead to very wide range of side effects that have been widely covered in the media and have even led to an FDA investigation. WWW.VITAMINRETAILER.COM JANUARY 2015 Go to vitaminretailer.com nowfoods for info about this advertiser Go to vitaminretailer.com bluebonnet for info about this advertiser