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Description: In This Issue: 2013 Retailer of the Year Immune Health Aspirin Alternatives ww L w. IK fac E eb oo US k.c om ON vi tam inr eta ile rm ag az ine A VRM Inc. Publication August 2013 Also Inside Immune Health Functional Foods Aspirin Alternatives Mobile Technology ww L w. IK fac E eb oo US k.c om ON vi tam inr eta ile rm ag az ine A VRM Inc. Publication August 2013 Also Inside Immune Health Functional Foods Aspirin Alternatives Mobile Technology Circle Reader Service 1 Circle Reader Service 2 Go to for info about this advertiser AUGUST Table of Contents VOLUME 20 NUMBER 8 Features 20 2013 Retailer of the Year Down to Earth Organic & Natural Vitamin Retailer highlights a retailer that honors healthy people animals and environment--Hawaiian style. Photos by Ray Mains Photography Columns 4 Off the Cuff 33 Supplement Science 36 Retail Fundamentals 38 Natural Medicine 40 Product Spotlight 42 Health & Nutrition 44 Healthy Shopper 24 The Immune Boom Once thought of as a winter category consumers are learning the importance of maintaining their immune systems year-round. 29 Palatable Support Options Presenting convenient alternatives to traditional supplements functional food manufacturers innovate offerings in key categories. Departments Copyright 2013. Vitamin Retailer (ISSN 1537-503x & USPS 0019-972) Volume 20 Number 8 August 2013. 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 Back Issues & Single Copies For order information contact (732) 432-9600 or general August issue is 25.00. October November issue is 45.00. All other issues are 8.00 each. 6 Hot Sellers 8 Industry News 17 NPA Update 18 Research Update 45 New Products 47 Advertiser Index 47 Industry Events 5 47 Off the Press 48 Back Talk Like Us On vitaminretailermagazine 2 VITAMIN RETAILER Complete the Reader Service Card mail it back to us and receive FREE Product Info & Samples featured in this issue FREE Subscription (Print Digital or BOTH) Sign up for the FREE E-newsletter WWW.VITAMINRETAILER.COM AUGUST 2013 Circle Reader Service 3 hile I m so excited to highlight our extraordinary Retailer of the Year I can t ignore two recent items that enveloped the industry. First came the media onslaught surrounding Dr. Paul Offit s latest book Do You Believe in Magic The Sense and Nonsense of Alternative Medicine. He hit the promotional circuit hard--making television appearances and writing op-ed pieces of his own while in advance of the book s release independent op-eds reviews and excerpts popped up like pimples from The New York Times and USA Today to The Guardian and Medical Daily. But what one might question is is Offit s purpose strictly to be controversial or does he genuinely seek to create a dialogue In his book he contends that the use of vitamins and supplements trend is ineffective expensive and potentially deadly and paints a picture of an aggressive 34 billion-a-year industry whose key players are skilled at using lawsuits lobbyists and legislation to protect their market. He criticizes that the industry is unregulated cherry picks science and uses the most extreme examples to vilify not only supplements but supplement users. The book s subtitle may suggest that sense and nonsense will get equal play but Offit spends most of his time dismissing nonsense. In fact the sensible treatments he identifies can be summed up in one short paragraph. Noting that there are 51 000 supplements on the market only four get Offit s nod of worth calcium and vitamin D for osteoporosis in postmenopausal women folic acid during pregnancy and omega-3 fatty acids for heart disease. Beyond that the rest have been relegated to his lengthy consume at your own risk list. Offit considers vitamins in doses large and small--the former shows users as inviting harm and the latter users only experiencing anything thanks to the placebo effect. OfftheCuff Sensational Storms W Fish Tales But I wonder if Offit feels fish oil still belongs on his list as he and our readers no doubt saw the explosion of headlines resulting from the recent study suggesting a link between fish oil intake and prostate cancer (see pg. 8). And since his book is riddled with weak wiles perhaps some shocking headlines 4 VITAMIN RETAILER about an observational study (not a causal one) might be enough. As one might expect the immediate reaction to this study--dispelling fear enforcing fact and encouraging consideration of what the study actually is-- came from industry associations and supplement proponents. But one carefully measured response I wanted to share was from Dr. David Katz director of Yale Prevention Research which ran in the Huffington Post When something as fundamental as the direction of a causal pathway is uncertain so too are any conclusions generated by a study. An observational study such as this should only be used to generate hypotheses and raise good questions--not answer them definitively. Does this study raise a legitimate question While we fans of omega-3s might prefer a rush to dismissal and derision the reality is yes it does ... The new study shows an association between higher blood levels of omega3 and prostate cancer incidence nothing more ... Specific assertions about fish oil supplements are products of media distortion a problem that routinely bedevils the delivery of medical news. There s something to be said for sensationalism. It elicits a reaction good or bad and gets people talking. If the fish oil study got customers asking more questions and provided retailers with an opportunity to express benefits and explain the study then that is in fact positive. But where Offit is concerned his goal was to decimate what this industry has to offer and belittle those who have fallen for it. The problem with his part of the conversation and the media whirlwind that followed is that it is deemed credible more by value of his credentials (he is the chief of infectious diseases at Children s Hospital of Philadelphia coinventor of a vaccine prescribed universally in infants for the prevention of rotavirus and a professor of pediatrics at the Perelman School of Medicine at the University of Pennsylvania) than by the strength of his argument. There is one area where I agree with Offit alternatives can be alluring. But seeking these alternatives doesn t make someone na ve and offering them doesn t make an industry--be it manufacturer retailer or practitioner-- the villain. Quite the contrary. President Publisher Daniel McSweeney Editorial Director DanM Associate Russ Fields Publisher RussF Advertising Roy Kieffer Sales Manager RoyK Advertising Gary Pfaff Sales Associate GaryP Editor-in-Chief Kate Quackenbush Managing Editor Janet Poveromo Associate Editor Assistant Editor Art Director Production Manager Shari Barbanel Carolyn Steber Meg Knight KateQ JanetP ShariB CarolynS MegK Assistant Art Director Megan Conway Production Manager MeganC Contributing Writers Mark Becker Gene Bruno MS MHS Michael T. Murray ND David Williams Circulation Yoko McSweeney Manager General Vitamin Retailer Magazine Inc. Phone Fax E-mail Web Site Mission Vitamin Retailer magazine Statement is dedicated to providing 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. 431 Cranbury Road Ste. C East Brunswick NJ 08816 (732) 432-9600 (732) 432-9288 info 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 Back Issues See the Table of Contents page for price and order information. WWW.VITAMINRETAILER.COM AUGUST 2013 Circle Reader Service 4 Go to 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. N O R T H E A S T MORNING DEW NATURAL FOODS GROCERY Bridgton ME VITAMIN MINERAL SUPPLEMENT Vitamin D by Carlson Labs SPECIALTY SUPPLEMENT Garcinia Cambogia by Top Secret Nutrition HERBAL SUPPLEMENT Turmericforce by New Chapter FUNCTIONAL FOOD BEVERAGE GT s Kombucha by Synergy Drinks PERSONAL CARE Castile Soap by Dr. Bronner s HOT PRODUCT OF THE MONTH Herbal Popcorn by Little Lad s S O U T H E A S T SONSHINE NATURAL HEALTH FOOD STORE Campbellsville KY VITAMIN MINERAL SUPPLEMENT Life s Fortune SPECIALTY SUPPLEMENT Black Cherry Concentrate Juice by Tree of Life HERBAL SUPPLEMENT Astragalus by Solaray FUNCTIONAL FOOD BEVERAGE Spiru-Tein by Nature s Plus PERSONAL CARE Detox Purifying Facial Cleanser by Giovanni HOT PRODUCT OF THE MONTH Black Cherry Concentrate Juice by Tree of Life M I D W E S T SUSAN S NATURAL WORLD Cincinnati OH VITAMIN MINERAL SUPPLEMENT Alive Multi-Vitamin by Nature s Way SPECIALTY SUPPLEMENT Optimized Saffron by Life Extension HERBAL SUPPLEMENT Zyflamend by New Chapter FUNCTIONAL FOOD BEVERAGE GT s Kombucha by Synergy Drinks PERSONAL CARE Hyaluronic Acid Day Cream by Derma E HOT PRODUCT OF THE MONTH Green Coffee Bean Extract by Genesis Today W E S T DAVE S HEALTH & NUTRITION Salt Lake City UT VITAMIN MINERAL SUPPLEMENT Bone Strength Take Care by New Chapters SPECIALTY SUPPLEMENT Wholemega by New Chaptere HERBAL SUPPLEMENT Vitex Chaste Berry Extract by Solaray FUNCTIONAL FOOD BEVERAGE Electrolyte Tablets by Nuun PERSONAL CARE Essential Oils by NOW Foods HOT PRODUCT OF THE MONTH Garcinia Cambogia by Genesis Today N O R T H W E S T WINTER RIDGE NATURAL FOODS Sandpoint ID VITAMIN MINERAL SUPPLEMENT Vitamin Code Women 50 by Garden of Life SPECIALTY SUPPLEMENT Super Enzymes by Mount Angel HERBAL SUPPLEMENT Pharma Kava by Herb Pharm FUNCTIONAL FOOD BEVERAGE GT s Kombucha by Synergy Drinks PERSONAL CARE Sports 30 Sunblock by Alba Botanical HOT PRODUCT OF THE MONTH Wart and Skin Tag Remover by Healing Leaf S O U T H W E S T WANDA S HEALTH FOOD SHOPPE Odessa TX VITAMIN MINERAL SUPPLEMENT Alive Once Daily by Nature s Way SPECIALTY SUPPLEMENT DGL by Enzymatic Therapy HERBAL SUPPLEMENT Echinacea (all brands) FUNCTIONAL FOOD BEVERAGE Gluten-Free foods by Kinnikinnick Foods PERSONAL CARE Shampoos and Conditioners by Nature s Gate HOT PRODUCT OF THE MONTH Garcinia Cambogia by Dixie Health Retailers interested in having their stores featured in Hot Sellers can visit click Forms and download the HOT SELLERS form then fill it out and e-mail it to CarolynS or call Carolyn Steber at (732) 432-9600 x105. 6 VITAMIN RETAILER WWW.VITAMINRETAILER.COM AUGUST 2013 Circle Reader Service 5 IndustryNews Got News Send news press releases to Editor Vitamin Retailer 431 Cranbury Road Ste. C East Brunswick NJ 08816 KateQ SELECT Study Links Omega-3s & Prostate Cancer second large prospective study by scientists at Fred Hutchinson Cancer Research Center garnered news headlines in July by reporting a link between high blood concentrations of omega-3 fatty acids and an increased risk of prostate cancer. Published July 11 in the online edition of the Journal of the National Cancer Institute the latest findings indicate that high concentrations of EPA DPA and DHA are associated with a 71 percent increased risk of high-grade prostate cancer. The study also found a 44 percent increase in the risk of low-grade prostate cancer and an overall 43 percent increase in risk for all prostate cancers. According to researchers the findings confirm a 2011 study published by the same scientific team that reported a similar link between high blood concentrations of DHA and a more than doubling of the risk for developing high-grade prostate cancer. The consistency of these findings suggests that these fatty acids are involved in prostate tumorigenesis and recommendations to increase long-chain omega-3 fatty acid intake in particular through supplementation should consider its potential risks the authors wrote. The authors noted that one potentially harmful effect of omega-3 fatty acids is their conversion into compounds that can cause damage to cells and DNA and their role in immunosuppression. The difference in blood concentrations of omega-3s between the lowest and highest risk groups was about 2.5 percentage points (3.2 percent versus 5.7 A percent) which is somewhat larger than the effect of eating salmon twice a week according to researchers. The current study analyzed data and specimens collected from men who participated in the Selenium and Vitamin E Cancer Prevention Trial (SELECT) a large randomized placebo-controlled trial to test whether selenium and vitamin E either alone or combined reduced prostate cancer risk. That study showed no benefit from selenium intake and an increase in prostate cancers in men who took vitamin E. In response to the study s findings industry associations and leaders released statements It s imperative to stress here that correlation does not equal causation and this study only discusses a correlation said Cara Welch PhD Natural Products Association (NPA) senior vice president of scientific and regulatory affairs. Simply put there is nothing in this study that raises any red flags for NPA. We welcome the Journal of the National Cancer Institute to continue publishing research on the health effects of omega3s because we re confident the benefits outweigh risks. Additionally the authors jump to blaming supplements for these results is irresponsible at best when the study didn t include any information about how the omega-3 intake was achieved. Consumers should continue to feel comfortable taking their omega-3 supplements. The numerous benefits of omega-3 fatty acids from foods (like salmon and sardines) and dietary supplements are well-established for men and women in all stages of life--and this new study does not change those recommendations about the importance of this nutrient stated Duffy MacKay ND Council for Responsible Nutrition (CRN) vice president of scientific and regulatory affairs. Hundreds of studies over the past two decades have shown omega-3 fatty acids to have positive effects associated with cardiovascular health perinatal health inflammation cognitive function or cancer. Collectively this body of research serves as the basis for numerous recommendations from respected organizations scientific boards and health care practitioners that Americans get omega-3 fatty acids in their diets. The best thing about this study is that it will stimulate more research into the role of omega-3 fatty acids in prostate health wrote Michael T. Murray ND an authority on natural medicine in an article featured on The worst thing about this study is that it may lead to many men abandoning the use of fish oil supplements. Based upon a large amount of clinical data it makes sense for men to be consuming 1 000 mg of EPA DHA daily for general health. And if they are suffering from one of the over 60 different health conditions shown to [benefit from] fish oil supplementation the dosage should be increased to 3 000 mg of EPA DHA daily. For more information visit en.html or Florida ABT Rescinds Retailers Warnings on Herbal Tinctures T he American Herbal Products Association (AHPA) has been informed that Florida retailers have received letters from the Florida Division of Alcoholic Beverages and Tobacco (ABT) that rescinded notices of noncompliance with the state s alcoholic beverage laws that were issued by the agency in May 2013. The notices of noncompliance alleged that herbal tinctures are alcoholic beverages and therefore subject to the state s alcoholic beverage controls. The notices stated that continued sale of tinctures could result in criminal or civil charges being filed against the retailer and retailers therefore removed these products from their store shelves. The relevant Florida law however defines alcoholic beverages to exclude proprietary and other products that are unfit for beverage purposes. Most herbal tinctures have long been considered under federal alcohol tax rules to be non-beverage products that are unfit for beverage use. In response to these enforcement actions AHPA issued a communication to its members to express its view that the warnings represented a misunderstanding of the relevant Florida law. In addition AHPA counsel contacted Florida ABT to seek clarification that herbal tinctures generally are not suitable for beverage use and should therefore be recognized as exempt from ABT jurisdiction. The charge that ABT made that retailers violated Florida law by selling herbal tinctures without a current valid alcohol beverage license was obviously a misinterpretation of Florida s ABT laws noted AHPA s counsel Tony Young of Kleinfeld Kaplan & Becker LLP. AHPA s prompt response and the Florida ABT s willingness to recognize this misunderstanding and correct it led to rapid resolution of this issue. For more information visit WWW.VITAMINRETAILER.COM AUGUST 2013 8 VITAMIN RETAILER Circle Reader Service 6 Go to for info about this advertiser IndustryNews Non-GMO Project FDA Issues Draft GMPs for Responds to Cosmetic Products he Food and Drug Administration Wheat (FDA) has issued draft guidance on good manufacturing practices Contamination to align international standards on cos(GMPs) for cosmetic products. This doc- T he U.S. Department of Agriculture s (USDA) Animal and Plant Health Inspection Service (APHIS) recently announced that an unapproved variety of genetically engineered (GE) glyphosate-resistant wheat was found in samples taken from a farm in Oregon. The variety detected was the same variety that Monsanto (St. Louis MO) grew in test plots in 16 states from 1998 to 2005. There are no GE wheat varieties currently approved for sale in the United States or any other country. We are taking this situation very seriously and have launched a formal investigation. Our first priority is to as quickly as possible determine the circumstances and extent of the situation and how it happened said Michael Firko acting deputy administrator for APHIS Biotechnology Regulatory Services in a statement. We are collaborating with state industry and trading partners on this situation and are committed to providing timely information about our findings. USDA will put all necessary resources toward this investigation. The Non-GMO Project responded by coordinating a surveillance testing strategy to help assess the extent of the contamination. The testing plan includes sampling wheat products from the national retail market as well as raw plant material directly from Oregon. Our priority right now is to assure the integrity of Non-GMO Project Verified products and to assist in the USDA s investigation said Megan Westgate executive director of the Non-GMO Project. The current situation is yet another reminder of the serious risks posed by open-air field trials of unapproved GMO crops. We remain hopeful that this is an isolated incident but the Non-GMO Project will do whatever it takes to protect the consumer s right to know Westgate added. For more information visit T ument is intended to assist industry and other stakeholders by identifying standards and issues that can affect the quality and safety of cosmetic products. The new draft guidance updates FDA s current Cosmetic Good Manufacturing Guidelines Inspection Checklist. Updates include a new section on definitions which is intended to clarify terms contained in the guidance and one on documentation which notes its role in preventing errors and correcting problems that may occur during manufacture. The guidance also is part of an effort metic manufacturing. FDA participates in this effort through its work with the International Cooperation on Cosmetics Regulation (ICCR). The guidance includes specific recommendations on documentation recordkeeping buildings and facilities equipment personnel raw materials production internal audits laboratory controls handling consumer complaints and reports of adverse events and conducting recalls. For more information visit Cosmetics GuidanceCom plianceRegulatoryInformation Guidance Documents ucm353046.htm. Research Confirms DMAA Absence in Geranium & Pelargonium S cientists at NSF International (Ann Arbor MI) and the U.S. Army Research Institute of Environmental Medicine (USARIEM) have published a research paper confirming that 1 3 dimethylamylamine (DMAA) is not present in geranium and pelargonium species or their essential oils. These findings further support research conducted by other laboratories at the universities of Milan (Italy) Mississippi and Texas at Arlington as well as ElSohly Laboratories Inc. (Oxford MS) and the National Measurement Institute in Australia. This is an important finding as DMAA a substance that acts like a stimulant (e.g. amphetamine) in the body presents a public health concern. Several dietary supplement manufacturers have incorporated DMAA into products by incorrectly classifying the substance as a natural constituent of geranium or pelargonium. And under the Dietary Supplement Health and Education Act (DSHEA) any naturally occurring ingredient including any constituents of geranium can be sold over the counter as a dietary supplement. The New York Times stated that products containing DMAA have been linked to 86 reported health problems and at least five deaths. As a result the U.S. Food and Drug Administration (FDA) has issued several warning letters to manufacturers who have formulated their products with DMAA and are urging people not to consume these products. Products that are linked to illness and death have no place in the dietary supplement industry. NSF International and the U.S. Army research reveals that the DMAA found in these harmful products is a synthetic pharmaceutical and should be removed from over the counter products to avoid further harm to consumers said Ed Wyszumiala general manager of NSF International s Dietary Supplement Certification programs. Further the NSF Certified for Sport program takes the NSF Dietary Supplement Certification program a step further by screening dietary supplements for more than 170 athleticbanned substances. NSF International s Dietary Supplement and Certified for Sport certification programs help consumers and athletes make more informed decisions knowing that what is on the label matches what is in the bottle and they are not consuming any unintended substances like DMAA said Wyszumiala. For more information visit pubmed 23704 033 dopt abstract . WWW.VITAMINRETAILER.COM AUGUST 2013 10 VITAMIN RETAILER Circle Reader Service 7 IndustryNews AMA Announces Policy Changes on Energy Drinks D uring the American Medical Association s (AMA) annual meeting in Chicago IL held June 15-19 the organization passed policies concerning energy drinks. Stimulant drinks have surged in popularity in recent years especially among high school and college students and health advocates are concerned about the use of these drinks among adolescents due to excessive amounts of caffeine. The U.S. Food and Drug Administration (FDA) is continuing to investigate reports of illness injury or death of people who drank products marketed as energy drinks or energy shots. Now the AMA adopted policy supporting a ban on the marketing of high stimulant caffeine drinks to adoles- cents under the age of 18. Energy drinks contain massive and excessive amounts of caffeine that may lead to a host of health problems in young people including heart problems and banning companies from marketing these products to adolescents is a common sense action that we can take to protect the health of American kids said AMA Board Member Alexander Ding. In response to the AMA s decision Senator Richard Blumenthal (D-CT) released the following statement Teenagers are aggressively targeted by energy drink companies despite a growing body of scientific evidence that raises serious questions about the safety of these products. I am pleased by the American Medical Association s strong finding that ending energy drink marketing to children and teenagers could protect our kids from heart problems and other health issues associated with energy drink consumption. I have worked with Senator Durbin and Congressman Markey to shine a spotlight on energy drink marketing practices and I look forward to continuing to address this issue as a member of the Senate Commerce Committee. For more information visit ama. NIH Launches Dietary Supplement Label Database esearchers as well as health care providers consumers and retailers can now see the ingredients listed on the labels of about 17 000 dietary supplements by looking them up on a website. The Dietary Supplement Label Database is free of charge is hosted by the National Institutes of Health (NIH) and is available at The database provides product information in one place that can be searched and organized as desired. This database will be of great value to many diverse groups of people including nutrition researchers health R care providers consumers and others said Paul M. Coates PhD director of the NIH Office of Dietary Supplements (ODS). For example research scientists might use the Dietary Supplement Label Database to determine total nutrient intakes from food and supplements in populations they study. By law any product labeled as a dietary supplement must carry a supplement facts panel that lists its contents and other added ingredients (such as fillers binders and flavorings). The Dietary Supplement Label Database includes this information and much more--such as directions for use health-related claims and any cautions--from the label. Hundreds of new dietary supplements are added to the marketplace each year while some are removed. Product formulations are frequently adjusted as is the information on labels. The Dietary Supplement Label Database will be updated regularly to incorporate most of the more than 55 000 dietary supplement products in the U.S. marketplace said Steven Phillips MD director of the National Library of Medicine s Division of Specialized Information Services. For more information visit Carlson Celebrates Facility Grand Opening n June 14 2013 Carlson Laboratories (Arlington Heights IL) held a grand opening celebration of its brand new facility. In attendance at the ribbon cutting were many business partners and guests including the Mayor of Arlington Heights Thomas Hayes as well as other Village officials. Carlson Laboratories was founded in 1965 by John and Susan Carlson and passed on to their daughters Carilyn and Kirsten in 2010. In order to expand its operations and to accommodate business growth Carlson Laboratories moved a half-mile away from the previous location to a new facility which nearly doubled their capacity. O After nearly 50 years in business we were very excited to show our guests the unique features of our new building that were specially designed to streamline production and order fulfillment so we can better service all of our customers said Carlson President Carilyn Anderson. We also added an employee dedication wall which showcases many employees who have been with the company for more than 20 years. I am truly grateful for all of our dedicated employees who have made Carlson Laboratories so successful. For more information call (888) 2345656 or visit 12 VITAMIN RETAILER WWW.VITAMINRETAILER.COM AUGUST 2013 Circle Reader Service 8 Go to for info about this advertiser IndustryNews FDA Proposes Action Level for Arsenic in Apple Juice T he U.S. Food and Drug Administration (FDA) recently proposed an action level of 10 parts per billion (ppb) for inorganic arsenic in apple juice. This is the same level set by the U.S. Environmental Protection Agency (EPA) for arsenic in drinking water. The FDA is committed to ensuring the safety of the American food supply and to doing what is necessary to protect public health said FDA Commissioner Margaret A. Hamburg MD. We have been studying this issue comprehensively and based on the agency s data and analytical work the FDA is confident in the overall safety of apple juice for children and adults. While the levels of arsenic in apple juice are very low the FDA is proposing an action level to help prevent public exposure to the occasional lots of apple juice with arsenic levels above those permitted in drinking water added Michael R. Taylor FDA s deputy commissioner for foods and veterinary medicine. FDA is establishing this threshold to provide guidance to industry. The agency takes the action level into account when considering an enforcement action if it finds a food product exceeds the threshold. OTA actively supports a regulatory risk assessment process and encourages future research to mitigate the levels of arsenic present in the food supply as well as to better understand its actual health impact said Christine Bushway OTA (Organic Trade Association) executive director and CEO. We will continue to offer assistance and collaboration as regulators address this issue. Inorganic arsenic may be found in foods because it is present in the environment both as a naturally occurring mineral and because of activity such as past use of arsenic-containing pesticides. A known carcinogen inorganic arsenic also has been associated with skin lesions developmental effects cardiovascular disease neurotoxicity and diabetes. Organic has always prohibited the use of arsenic-laden pesticides and animal feed additives long before chemical agriculture began to move away from their use said Bushway. OTA urges consumers to seek the organic label as part of the solution to reducing continued application of pesticides to the environment. For more information visit or Life Extension Announces Supplements for Life Sweepstakes ife Extension (Fort Lauderdale FL) has announced that its second Supplements for Life Sweepstakes will run through October 23. One grand prizewinner will be awarded 1 000 of Life Extension dietary supplements each year for up to 20 years worth a total of 20 000. Second prize will include five years of Life Extension Supplements (valued at 5 000) while five winners will be awarded the third prize receiving supplements valued at 1 000. Addi-tionally there will be 1 183 daily instant prizes including credits good toward L the winners choice of Life Extension products in amounts from 25 to 500. I was first stunned and then thrilled to learn I was the winner said Ronald Cox from Mississippi winner of the first Life Extension Supplements for Life Sweepstakes. I have been an avid Life Extension member for years but never have won anything anywhere so it was a wonderful revelation to realize I was the grand prize winner. And I feel great The Supplements for Life Sweepstakes was a natural extension of our mission to help people achieve longer healthier lives and it introduces them to Life Extension s wealth of amazing health promoting information products and services said Paul Gilner Life Extension CEO. To enter visit forlife and complete the required information on the registration form and submit by 11 59 p.m. ET on October 23 2013. For more information call (800) 5444440 or visit forlife. Retailers Needed for National Bulk Foods Week he Bulk is Green Council (BIG) is seeking retail partners for its annual National Bulk Foods Week. Now in its third year it will take place October 13-19 at grocery stores and coops across the country. This year BIG hopes to draw attention to the role buying from the bulk bins can play in helping to reduce consumer food waste. The U.S. Department of Agriculture (USDA) and the U.S. Environ mental Protection Agency (EPA) recently reported that approximately 30 to 40 percent of the food supply in the U.S. goes to waste. The EPA also reports that more food goes into landfills nationwide than any other single material in municipal solid waste and in 2010 alone Americans generated more than 34 million tons of food waste. T However according to a recent study conducted by the Portland State University Food Industry Leadership Center (FILC) the main reason consumers shop the bulk foods aisle is for the ability to buy the exact quantity needed. As a result consumers said bulk items were less likely than packaged items to be thrown away which results in less food waste. Pre-packaged foods tend to create high amounts of food waste and many consumers are already aware that they can cut down on that waste by buying smaller quantities in the bulk section of their grocery store said Todd Kluger vice president of sales and marketing at Lundberg Family Farms (Richvale CA) a founding BIG member. With our third annual National Bulk Foods Week we are looking to partner with retailers to raise even more awareness around this important benefit. During National Bulk Foods Week the companies that comprise BIG offer special discounts on select natural and organic bulk foods to retailers that can then be passed along to consumers. Participating food retailers are also provided complimentary promotional signage and other materials to promote the benefits of foods from bulk bins and attract new bulk foods shoppers. In addition participating stores will be entered in the running for BIG s annual industry recognition--the 2013 Bulk Foods Retailer of the Year. In 2012 more than 800 retailers joined BIG in celebrating National Bulk Foods Week. For more information visit WWW.VITAMINRETAILER.COM AUGUST 2013 14 VITAMIN RETAILER NuCentury Herbs to Aid CO Wildfire Victims A s a part of its ongoing SHARE THE AIR commitment to community and education Nu Century Herbs (Michigan City IN) recently donated hundreds of packets of its herbal respiratory supplement AirAide to the Pikes Peak American Red Cross in Colorado. Donations were sent directly from the manufacturer as well as through a local retailer. Colorado Springs business owners have also stepped up to help the firefighters and victims by donating supplies. With the fire under control things appear to be back to business as usual. But some have lost loved ones homes and pets said Julie Good owner of Mountain Mama Natural Foods in Colorado Springs CO. My heart goes out to all who have been affected. After experiencing heavy smoke in the air from the surrounding fires many have a feeling of burning in the throat a persistent cough irritated sinuses and general lethargy. To volunteer or make a donation contact The Pikes Peak Chapter of the American Red Cross at 1040 S. 8th St. 200 Colorado Springs CO 80905 or (719) 632-3563. For more information visit You reHired Amy Kirtland joins Nature s Best (Brea CA) as vice president of sales. Within this role Kirtland will be responsible for leading the company s sales team AMY KIRTLAND and executing its strategic growth plans. Essential Formulas Incorporated (Irving TX) has announced the promotion of Alexandra Charles to director of education. In her new role Charles responsibilities include product education and training of brokers retail managers and salespeople providing sales support through original materials and the latest research attending tradeshows and conferences conducting store trainings and lectures and staying abreast of new advances in probiotic health and Dr. Ohhira s formulations. Colorado-based Boulder Brands hired Jason Berry as its new vice president general manager sales natural and specialty. In his new role Berry will lead the natural sales team and oversee customer distributor and broker relationships in the natural channel. Extracts and Ingredients Ltd. a division of MORRE-TEC Industries Inc. has added Jacklyn H. Kim and Jenna L. Jelinski to its technical sales staff. Kim was appointed West Coast accounts manager and will be located in the Los Angeles area while Jelinski was named East Coast accounts manager and will be located at the company s headquarters in Union NJ. Haley Chitty has joined the American Herbal Products Association (AHPA) as its new HALEY CHITTY director of com- Klean Athlete Introduces Klean Oath K lean Athlete a line of NSF Certified for Sport nutritional supplements designed to support the healthy lifestyle and promote peak performance of the athlete in all of us has announced the launch of the new Klean Oath a community of athletes who have come together to pledge their commitment to live train and compete clean. Athletes can visit to take the oath. We created the Klean Oath as a way for all athletes from the weekend warrior to the amateur and professional competitor to share their promise to train clean and connect with others who adhere to this lifestyle said Timothy Monk senior vice president of sales and marketing for Douglas Laboratories (Pittsburgh PA). This oath serves as reinforcement of our team s personal mission to provide athletes with supplements that support rather than enhance peak performance. First introduced at Klean Athlete s hometown Pittsburgh Marathon in May the Klean Oath states I am an athlete. I am committed to peak performance. I believe in smart training healthy living and optimal nutrition. My results are mine and mine alone. I am not just an athlete. I am a Klean Athlete To take the oath and join the community athletes simply submit their name and sport(s) with the option of sharing the story of what makes them a Klean Athlete. Fore more information call (855) 25 KLEAN (255-5326) or visit munications. In this position Chitty will manage AHPA s public relations and marketing initiatives. Frank Lampe has joined the United Natural Products Alliance (UNPA) as its vice president of communications and industry relations. In this newly created position Lampe is responsible for media and marketing. Herbalist & Alchemist (Washington NJ) has named Alice Masotes national sale manager. Masotes 30 years in the health food industry include working for retailers distributors and manufacturers as well ALICE MASOTES as nine years as an independent sales representative. Jurlique (Santa Monica CA) has announced the appointment of Connie Lim to technical manager of global product development. In her new role Lim will drive innovative formula development provide technical support and monitor performance and key milestones in global new product development efforts. Chef Suzy Singh FOX s MasterChef season two finalist has joined NOW Foods (Bloomingdale IL) as R&D corporate chef to help drive NOW Real Food development. Singh will help bring natural product awareness to the broader wellness-seeking SUZY SINGH consumer community as well as develop recipes and new product concepts for the company s allergy-friendly and gluten-free line of grains flours and baking products. VITAMIN RETAILER 15 AUGUST 2013 WWW.VITAMINRETAILER.COM LIKE US ON THE GO TO RESOURCE FOR HEALTH AND NATURAL PRODUCT RETAILERS COMING IN VR OCTOBER 2013... ISSUE Highlight 2013 Media Planner Available Ask about our unique advertising opportunities WOMEN S HEALTH Covering breast and prenatal health to menopause support VR highlights the products and methods to help retailers serve their female clientele. FEATURES COLUMNS Memory & Cognition Inflammation AD CLOSING 8-26-2013 Delivering your print ad to over 15 000 readers each month Supplement Science Amino Acids Health & Nutrition Respiratory Health Product Spotlight Green Foods Healthy Shopper Milk Thistle Retail Fundamentals Legal Matters Vitamin Retailer Averaging over 11 600 visits per month and over 4 650 hits per day Sent bi-weekly to over 8 000 health and natural food industry members e-Newsletter Contact One of Our Ad Specialists Today Russ Fields at 732-432-9600 ext. 102 or e-Mail RussF Roy Kieffer at 719-358-9838 or e-Mail RoyK Gary Pfaff at 732-432-9600 ext. 107 or e-Mail GaryP NPAUpdate Leading Industry Association Speaks Directly to Vitamin Retailer s Readers Don t Forget to Cast Your Vote this August A t the Natural Products Association (NPA) there is nothing we value more than the opinions of our members. This is an association devoted to the wants and needs of the hard-working retailers in every facet of the industry. We aim to serve you in a variety of ways whether it s fighting for your interests on Capitol Hill providing you with valuable resources to save money and run an effective business or standing up for natural products in the mainstream press. While NPA staff carries out the dayto-day activities that go into running and growing the association it s our members who make the big decisions. It s you who will decide what new directions we take the association in this year. That s why it s critical that you make the time to vote on the proposed membership bylaw amendments this month. If you haven t already you ll soon be receiving a ballot in the mail that lays out the six membership bylaw amendments that are up for vote this year. At issue is whether to Allow for an electronic voting process. Currently the bylaws require that any member communications surrounding the voting process as well as the ballots only be mailed out to members. Change the definition of a retail member to remove the restriction of a self-contained store--this prevents Internet retailers from becoming members--and the restriction that 75 percent of a retailer s sales come from natural products. All members would have to adhere to the newly updated stricter code of ethics. Change the terms for board members to allow three consecutive board terms instead of the current limit of two terms. Note Each term is two years long. Change voting and board terms so they happen at a fixed time annually instead of being linked to NPA s trade show which was suspended this year and annual business meeting which was moved to September. Clarify determination of winner of elections in certain circumstances where more than the required number of candidates gets a majority of the vote. Clarify intent of the bylaws to specifically state that the NPA president must be off the board for one year before being eligible to run again. In addition retailers will vote for two seats on the board of directors and suppliers will vote for five. These bylaw amendments have the potential to greatly influence how the association evolves over the next several months and even years. We all have the pleasure of working in an industry experiencing double-digit growth in many successive years--and these changes will allow us to continue along that path of welcoming new stores as members and showcasing new products to consumers. Some of the amendments seem minor but all six will have a significant impact on how we operate. For example allowing for electronic voting may not seem like a big issue but it will simplify the process of submitting votes--and save paper. If you re not already a member join NPA and unite in the effort to protect natural and healthy living. For more on what NPA membership can do for you visit join. John Shaw Executive Director and CEO Natural Products Association (NPA) Circle Reader Service 10 VITAMIN RETAILER 17 AUGUST 2013 WWW.VITAMINRETAILER.COM ResearchUpdate Omega-3 Fatty Acids May Help Heal a Broken Heart P rocedures such as angioplasty stenting and bypass surgery may save lives but they also cause excessive inflammation and scarring which ultimately can lead to permanent disability and even death. A new research report appearing in The FASEB Journal shows that naturally derived compounds from polyunsaturated fatty acids (omega-3s) may reduce the inflammation associated with these procedures to help arteries more fully and completely heal. Our study suggests that biologically active naturally occurring compounds derived from omega-3 PUFAs reduce inflammation and improve the healing of blood vessels after injury said Michael S. Conte MD a researcher involved in the work from Division of Vascular and Endovascular Surgery and the Heart and Vascular Center at the University of California (San Francisco CA). They suggest a new opportunity to improve the long-term results of cardiovascular procedures such as bypass surgery and angioplasty by the therapeutic application of this class of agents or their dietary precursors. To make this discovery Conte and colleagues studied the effects of the compounds (resolvin or RvD) first in cultured vascular cells taken from patients who had undergone bypass operations and then in rabbits which were treated with a balloon angioplasty procedure in the arteries of the hind limb. In the human cells treatment with RvD dramatically reduced features that are associated with the typical vascular injury response-- inflammation cell migration and cell growth in vascular smooth muscle cells. The potency of these compounds corresponds to concentrations that have been measured in the blood of human subjects taking high-dose fish oil supplements for short periods of time. In rabbits researchers treated the artery with RvD at the time of the balloon angioplasty procedure by infusing the drug directly into the vessel and found that this one-time treatment reduced inflammation and subsequent scarring of the vessel after one month. For more information visit Vitamin C May Help Exercise-Induced Bronchoconstriction V itamin C may substantially reduce bronchoconstriction caused by exercise said Dr. Harri Hemila from the University of Helsinki Finland. Hemila s meta-analysis Vitamin C may alleviate exerciseinduced bronchoconstriction was published in the journal BMJ Open. Exercise-induced bronchoconstriction (EIB) means the transient narrowing of the airways that occurs during or after exercise. It can cause symptoms such as cough wheezing and the shortness of breath. Formerly this condition was called exercise-induced asthma. Usually the diagnosis of EIB is based on a 10 percent or greater decline in forced expiratory volume in 1 second (FEV1) caused by exercise. About 10 percent of the general population suffers from EIB but among some fields of competitive winter sports the prevalence can be up to 50 percent. Previously vitamin C was found to halve the incidence of common cold episodes in people enduring heavy short-term physical stress which indicated that vitamin C might also have other effects on people under heavy physical exertion. The new systematic review focused on the effect of vitamin C on bronchoconstriction caused by exercise and identified three relevant randomized placebo-controlled trials. Each of the three identified trials found that vitamin C halved the FEV1 decline caused by exercise challenge test. The pooled estimate of vitamin C effect indicated a 48 percent reduction in the FEV1 decline caused by exercise. Hemila concluded that given the low cost and safety of vitamin C and the consistency of positive findings in three randomized trials on EIB it seems reasonable for physically active people to test vitamin C on an individual basis if they have respiratory symptoms such as cough associated with exercise. For more information visit university index.html. Calcium Linked to Longer Life Spans in Women T aking a calcium supplement of up to 1 000 mg daily can help women live longer according to a recent study accepted for publication in The Endocrine Society s Journal of Clinical Endocrinology & Metabolism. Calcium an essential nutrient for bone health is commonly found in dairy products as well as vitamins. Although calcium is an essential nutrient for bone health past studies have linked calcium supplements to heart disease risk. Researchers analyzing data from the large-scale Canadian Multicentre Osteoporosis Study (CaMos) sought to clarify this issue and found moder18 VITAMIN RETAILER ate doses of calcium supplements had a beneficial effect in women. Our study found daily use of calcium supplements was associated with a lower risk of death among women said the study s lead author David Goltzman MD of McGill University (Montreal QC Canada). The benefit was seen for women who took doses of up to 1 000 mg per day regardless of whether the supplement contained vitamin D. The longitudinal cohort study monitored the health of 9 033 Canadians between 1995 and 2007. During that period 1 160 participants died. Although the data showed women who took calcium supplements had a lower mortality risk there was no statistical benefit for men. The study found no conclusive evidence that vitamin D had an impact on mortality. Higher amounts of calcium were potentially linked to longer life spans in women regardless of the source of the calcium Goltzman said. That is the same benefits were seen when the calcium came from dairy foods non-dairy foods or supplements. For more information visit WWW.VITAMINRETAILER.COM AUGUST 2013 2 0 1 3 R e t a i l e r o f t h e Ye a r Down to Earth Organic & Natural Retailer honors healthy people animals and environment--Hawaiian style. By Janet Poveromo Earth Organic & Natural envisions a Hawaii where all people cherish the land and live in health and harmony (E Mlama I Ka ina E Ola Pono). These Hawaiian language messages are an important part of our culture and reflect Down to Earth s values explained Mark Fergusson the store s Chief Organic Officer and CEO CFO. Those lofty values had humble beginnings conceived in 1977 a group of like-minded friends in Wailuku Maui turned their enthusiasm and passion for 20 VITAMIN RETAILER I nspired by Hawaii s state motto The life of the land is perpetuated in righteousness (Ua Mau ke Ea o ka ina i ka Pono) the staff at Down to organic and natural foods--and their vegetarian values--into a small retail store. It had concrete blocks and wooden planks for shelves beaten-up old second-hand equipment low ceilings and painted concrete floors Fergusson explained. Since then Down to Earth has grown and flourished to become an important part of Hawaii s community with five stores throughout the Aloha State Honolulu Kailua Pearlridge and Kapolei on the island of Oahu and a newly renovated and expanded store in Kahului on Maui. Renewal & Expansion Over the 36 years since the store s growth has been ongoing and impres- Above photo (L to R) Cliff Hillier General Manager Carmela Wolf Wellness Manager Mark Fergusson CEO CFO & Chief Organic Officer WWW.VITAMINRETAILER.COM AUGUST 2013 i (1977) Wailuku Mau iginal store in The or Kahului open ing celebratio n Photos courtesy of Ray Mains Photography sive. We started with a small store in Wailuku Maui in 1977 which we closed in 1997 when we opened at our Kahului location said Fergusson. That same year the owners opened a 600-square-foot store in Honolulu Oahu which gradually expanded. Over time it took up the whole ground floor (5 850 square feet) of the building in which it is still located. Eventually it utilized parts of the parking lot and took over the building next door. We renovated the store in 2008 and today the store uses a total of about 8 000 square feet he added. The remodeled Honolulu store reflects the needs and tastes of its customers who are well-informed health-conscious and busy Fergusson noted. The renovations provide a more comfortable shopping experience and the chill frozen produce and deli sections were expanded to accommodate a lot of great new products. All the elements of the interior design were selected to complement our recently updated logo which brought our company s story to life Fergusson explained. AUGUST 2013 WWW.VITAMINRETAILER.COM The image of the Diamond Head crater and a local farm scene convey our local Hawaii roots. Crates of produce reflect the store s long-standing ties with local farmers and growers and emphasize its local and fresh message. This year marked another major expansion milestone for Down to Earth. Our store in Kahului Maui opened in 1997 with 6 000 square feet Fergusson said. In June this year we completed a major renovation and expansion that converted 3 000 square feet of storage space into retail space for a total store size of 9 000 square feet. The bigger and renovated store has many new products and allows us to offer our customers a substantially wider range of local fresh organic and natural products. We more than doubled the chill and frozen department nearly doubled the bulk food department greatly improved our deli and expanded the wellness grocery and produce departments. The upstairs dining area was remodeled and also better accommodates customers attending the store s frequent cooking classes. Along with a fully renovated exterior there is also a new outdoor dining area better parking and new signage. To improve energy efficiency the new store has state-of-the-art air conditioning refrigeration and LED lighting systems. In 2000 the owners opened two additional stores on Oahu. One was recently remodeled and includes an expanded vegetarian deli new chill and frozen items widened aisles and also features a new line of all-natural smoothies. And 2011 was another a big year for Down to Earth Organic & Natural as it opened its newest store in Oahu in Kapolei. At 10 000 square feet it is the largest location and the first that was custom built. The Kapolei store has the new look of the company s remodeled stores in Honolulu and Kailua Fergusson explained. The graphics feature our new logo which emphasizes our local Hawaii roots and our universally appealing slogan Love Life Eat Healthy Be Happy The d cor also includes the prominent VITAMIN RETAILER 21 2 0 1 3 R e t a i l e r o f t h e Ye a r display of a message the store staff developed with help from University of Hawaii Hawaiian language experts--E Mlama I Ka ina E Ola Pono translated as Cherish the Land Live in Health and Harmony. Another message encourages Down to Earth customers to consider that The single most important thing an individual can do for their health for the environment and for the sake of the innocent animals is to adopt a vegetarian diet Fergusson noted. arrival of Whole Foods to Hawaii in 2008 posed significant challenges for the local natural foods stores he admitted. They have opened three stores in the same market areas as Down to Earth s stores. But in this case competition brought out the best in the local retailer. Down to Earth is an independent local natural he added first and foremost the credit goes to our team members. They are professional very knowledgeable and friendly always eager to help. Another factor is that we sell what people want. We have been serving residents of Hawaii for more than 35 years so we well understand the local market and our customers preferences. One example of addressing customers needs--the store s website is offered in the Japanese language as well as in English. Store Culture Sales Floor Breakdown From the start Down to Earth Organic & Natural sold supplements however Fergusson said the store s differentiation lies in its food offerings. Depending on Wellness depa the definition used we ve never rtment really been a health food store we ve always been an organic and natural foods store. We are unique because we ve always been an all-vegetarian store as well. The percentages vary from time to time and by store but in general the sales floor space is distributed this way 15 percent natural and organic body care products including a complete range of natural vitamins supplements herbs and homeopathic remedies 10 to 15 percent fresh produce locally grown and organic where possible 60 percent organic and natural packaged grocery items including an extensive range of vegetarian vegan glutenfree and raw food items dairy and refrigerated and frozen products truly green household items and bulk foods which and organic foods store while Whole include a wide variety of beans grains Foods is more of a gourmet store that and flours cereals candies as well as also carries organic products they have other goodies done a great job of execution 10 to 15 percent deli featuring a hot Fergusson pointed out. Having them table with delicious entrees an enter the Hawaii marketplace has helped acclaimed salad bar fresh juices and us to do a better job in all aspects of our smoothies a made-to-order sandwich menu fresh grab-and-go options and a operation. We work hard to satisfy our wide variety of mouth-watering desserts customers needs and offer good service made daily. while ensuring we have the products While Fergusson maintains that sales they come to us for. are good and the stores are busy the What keeps customers coming back 22 VITAMIN RETAILER In a land where Aloha Friday means even government officials and company executives show up to work in boldly colored Aloha shirts Down to Earth stores also keep it sartorial casual. Our stores have a local casual feel to them and our team members are very friendly Fergusson said. Instead of uniforms they wear their own clothing safety shoes (team member safety is a huge concern of ours) and a Down to Earth logo apron or T-shirt. Quite a few of our team are college educated and or have specialized training particularly in our Wellness Departments. In an effort to attract and keep high-quality staff members the store offers a range of benefits including a bonus program and health care. Though the store s atmosphere is laid back intelligent customers make education a high priority. It s very important to our customers as many of them prefer organic and natural products based on information they have learned on their own Fergusson said. Some of them have made the choice for health reasons others for environmental philosophical or ethical reasons. Regardless of the reason our customers are well informed and are constantly looking for more information to help them make better decisions about what they eat and what they feed their families. This is why Down to Earth places so much emphasis on education he WWW.VITAMINRETAILER.COM AUGUST 2013 Organic signage updated daily newly renovated store in Kahului Maui Down to Earth installed green state-ofthe-art air conditioning refrigeration and LED lighting systems. We have undertaken similar initiatives at our other locations. We decided to use LED lighting at the Kahului store after having had excellent results when we installed it at our Kapolei store two years ago said Fergusson. Our lighting supplier refers to the LED lighting system at our Kahului store as a pioneer flagship operation. Most other retail stores in Hawaii use fluorescents for the main ambient lighting. Green Initiatives Down to Earth s prime environmental To improve energy efficiency at the work however is by the products it sells. The store has a 30-year history of supporting long with its commitment to vegetarianism local farmers and each another example of Down to Earth s environyear purchases nearly mental commitment is the work it has done to 2.5 million in products promote the labeling of foods containing genetically from 400 local vendors modified organisms (GMOs). including 172 farmers Fergusson said the store believes in providing foods and growers. According as nature intended them--foods that are good for you to its website the store and the environment. In our view GMOs pose health and environmental risks he added. As we move strongly supports local toward our long-term goal of being all organic and farmers through its policy GMO-free we are gradually eliminating and avoid of purchasing virtually all adding products that may contain GMOs. the produce the farmers Other non-GMO goals are to are able to sell--even if Give preference to products that are organic or are it s only a crate full. Non-GMO Project Verified We focus on local Support labeling of foods containing GMOs organic and natural Not sell single ingredient GMO foods including foods and are also papaya corn soy canola or sugar unique in that we are a Require any products with ingredients containing vegetarian company GMOs to be labeled as such by 2018 Down to Earth proactively advocates GMO labeling by Fergusson added. Submitting written and in-person testimony at the Organic foods grown legislature in support of GMO labeling sustainably are good for Speaking at community educational panel discussions the environment. on Oahu and Maui in support of GMO labeling Adopting a vegetarian Representing the consumer s right to know on local diet is one of the single TV and radio shows most important things And the store provides GMO education online an individual can do to On it s website label-gmos reduce their environ On Facebook labelgmoshawaii mental footprint. It is In addition Down to Earth is a founding member of also good for health Label It Hawaii a grassroots community organization dedicated to promoting GMO labeling. and of course good for added. The store s website ( offers a great resource for customers and the Love Life Community Outreach Team conducts vegetarian cooking classes and nutritional and health seminars in all the stores and in the community at local hospitals and schools. They also participate in health fairs and other events throughout the year. One recent cooking class topic was on tacos--meat-free of course. the innocent animals. More than 10 billion animals are cruelly slaughtered each year in the U.S. alone they live their lives in extremely unnatural and suffering conditions. Supplements The Wellness Department at Down to Earth is known for having the most complete range of all-vegetarian and natural vitamins supplements herbs and homeopathic remedies available in Hawaii. According to the Honolulu store s Wellness Manager Carmela Wolf the retailer s top brands and products include New Chapter--Bone Strength Take Care and Every Woman s One Daily Multi Garden of Life--Raw Protein and Raw Meal Vibrant Health--Green Vibrance Nutrex--BioAstin Supreme and Spirulina Pacifica Nature s Way--Primadophilus Optima Coconut Oil Alive Multivitamin Source Naturals--Wellness Formula and Wellness Herbal Resistance Amerifit Nutrition--Ovega-3 Spectrum Essentials--Chia Seeds All of these companies are great partners because they regularly participate in our monthly sale flyer program and provide us with great discounts that we pass on to our customers Wolf explained. Most of them (first five) also offer ongoing everyday low prices (EDLPs) with daily discounted prices. This makes them much more affordable for our customers here in Hawaii where most things are more expensive than on the mainland mainly due to shipping costs. Good quality products speak for themselves too as customers keep coming back for more because they feel the difference. Hawaii residents have the highest healthy life expectancy at age 65 in the country according to the results of a Policy on GMOs A (Continued on page 35) VITAMIN RETAILER 23 AUGUST 2013 WWW.VITAMINRETAILER.COM BOOM Once thought of as a winter category consumers are learning the importance of maintaining their immune systems year-round. I n the United States cold and flu season typically begins in the fall and peaks in the winter months of January or February. According to five to 20 percent of U.S. residents get the flu each year while more than 200 000 people are hospitalized for flu-related conditions. Further the Centers for Disease Control and Prevention (CDC) reported that annually almost 22 million school days are lost due to the common cold and that the number of people who die from flu-related causes in the U.S. ranges anywhere from 3 000 to 49 000. Maintaining a healthy immune system can help prevent a person from catching a cold or the flu. A balanced network of cells organs and tissues that work together to protect the body it is the immune system s mission to find and destroy any pathogens that try to invade the body. And while many consumers believe that they only need to be concerned about immune health during the winter months the immune system goes far beyond just protecting the body from catching a cold. It also works to shield the body from a num24 VITAMIN RETAILER ber of other issues including allergies and autoimmune diseases. The immune system as you know is the foundation of health said Stacy Wick co-owner of Living Green Natural Food and Apothecary in Langley WA. It seems that there are more colds to catch in the winter and that is when people want a boost. Yet spring and summer are good times too due to seasonal allergies. A Year-Round Concern While it is ideal to keep the immune system in tip-top shape year-round for many Americans this is easier said than done. Today the standard American diet is full of processed foods that lack the nutrients that are required to fuel the body. Further many are not getting enough exercise or sleep while stress is affecting a large number of the population. According to the Anxiety and Depression Association of America (ADAA) seven out of 10 adults in the U.S. say they experience stress or anxiety daily. These factors can greatly affect the immune system s function. As the population continues to age the demand for immune support sup- plements should strengthen even more. But the aging population is not the only factor contributing to an increased demand said Nena Dockery technical services manager for Missouri-based Membrell exclusive distributor of Allera Health Products Inc. in Florida. We live stressful lives board crowded flights to travel around the world for work or pleasure we spend too much time indoors and not enough time outside in the fresh air we eat too many overly processed foods and overuse medications such as antacids and antibiotics. These factors can deplete the immune system so most of us regardless of age are interested in ways to restore immune system health. According to Ramona Billingslea marketing manager for Betsy s Health Foods in Houston TX in the past customer interest in immune health was predominantly seasonal but consumer interest in immune health as a yearround concern is widening as it is garnering more attention from the media. Most recently with shows like Dr. Oz and commercials about probiotics in the mainstream that talk more specifically WWW.VITAMINRETAILER.COM AUGUST 2013 By Shari Barbanel about immunity in the body customers are beginning to show more interest in this aspect of their health she said. And while it is positive that this information is reaching a larger number of people some natural products retailers have developed a love-hate relationship with Dr. Oz types because although they are educating the masses and introducing them to preventative and alternative care options their recommendations can be unexpected. Our biggest challenge is keeping up with the recommendations of Dr. Oz He seems to recommend a lot of the odd products and sometimes they are hard to find said Trent Hurley owner of No Name Nutrition Market West with two locations in Omaha NE. The immune category seems to change constantly. New combinations come out every day claiming to be the latest and greatest. We try to keep abreast of them but sometimes we fail. As consumers are learning that maintaining a healthy immune system should be a daily concern the market for immune health products is booming. The category appeals to everyone and with health care costs rising AUGUST 2013 WWW.VITAMINRETAILER.COM Americans are looking for effective alternatives. Additionally they are searching for natural options for their families according to Angela Butler director of New York-based Erba Vita USA. Erba Vita recently entered the U.S. market as consumers here are starting to think more like Europeans in terms of health and wellness she said. More U.S. consumers are seeking natural preventative medicines for health ailments similar to how Europeans visit the apothecary for suggestions on chemical-free supplements. The number of colds in the U.S. is estimated to be more than one billion annually. According to a 2009 Gallup Study 72 percent of American adults took a supplement to help fight infection added Ron Antriasian vice president of sales and business develop- ment for Florida-based Life Extension. Given the annual U.S. market for supplements is estimated to be about 30 billion and growing at an eight to 10 percent annual clip the market for immune health supplements will continue to grow accordingly and perhaps exponentially given demand for such products is no longer just a winter seasonal event. The Crowded Shelf Because maintaining a healthy immune system is fundamental to living a healthy life there is a laundry list of vitamins and minerals that are utilized singularly or in combination formulas to aid in that task. Some such as echinacea omega-3s and zinc as well as vitamins A C D and E are among the long-standing ingredients that have VITAMIN RETAILER 25 BOOM these dietary antioxidants not only ameliorate airway inflammatory antioxidant stress but also (probably more importantly in the immunopathogenesis of asthma) may play a more fundamental role by influencing T helper cell differentiation said Jolie Root the company s nutritionist and educator. And while these long-standing ingredients are staples in the category research has afforded opportunities for newer ingredients to display what benefits they can offer to the immune system. For instance probiotics which are mainstays in the digestive health market are becoming more popular in the immune health category as consumers are learning that 70 percent of the immune system is located in the been used for years and are trusted by a number of consumers. Illinois-based Carlson Laboratories offers a number of products that can help improve the immune system including ACES a multiple antioxidant that also provides levels of betacarotene vitamin C vitamin E and selenium--the building blocks needed for the natural production of glutathione peroxidase which supports immune function according to the company. Ahead of its time the nutrients ACES provides are now known to protect individuals who have asthma as Vitamin D Levels are Highest in August Lowest in February U niversity of California Irvine (UC Irvine) and Mayo Clinic researchers have found that vitamin D levels in the U.S. population peak in August and bottom out in February. Low levels of vitamin D are believed to impair innate immunity (i.e. the body s first line of defense against pathogens). To further study this link good estimates of the cyclicality of the vitamin are necessary. Solar exposure--a timely topic since June 21 marks the first day of summer--is the most important way people acquire vitamin D. But certain foods including egg yolks and oil-rich fish like mackerel salmon sardines and herring contain the nutrient. In addition milk and cereal are often enriched with vitamin D. Even with food fortification vitamin D levels in the population show a high level of seasonality due to the influence of sunlight said Amy Kasahara a UC Irvine graduate student in public health and first author on the paper which was published in the journal PLOS ONE. The exact biochemical pathways from UVB rays to vitamin D were discovered in the 1970s. In this study we have shown that vitamin D levels lag the solar cycle peaking in August and troughing in February. Researchers measured the level of 25-hydroxyvitamin D in 3.4 million blood samples collected weekly in the U.S. between July 2006 and December 2011. The study looked at population averages so people shouldn t make assumptions about their own levels of vitamin D based on the calendar. Health care providers can perform individual blood tests to measure vitamin D directly and supplements are available for those who cannot or do not receive enough exposure to sunlight. What we have been able to do is put a lot more precision on the estimates of vitamin D seasonality said Andrew Noymer associate professor of public health and senior author of the article. Our analysis combined with other data will help contribute to understanding the role of vitamin D in all seasonal diseases where the simple winter spring summer fall categories are not sufficient. For more information visit or digestive tract. Reishi mushrooms are also garnering attention for their immune health benefits. Reishi mushroom has been traditionally used to boost immune system vitality explained Jeff Taylor executive director of product development for Life Extension. Its broad-spectrum benefits have been demonstrated in thousands of studies.1 An advanced extraction technology has resulted in a new reishi extract that make its active compounds even more bioavailable. Additionally Life Extension now offers Immune Modulator with Tinofend a botanical extract that has been shown to support a normal modulated immune response.2-11 According to the company Tinospora cordifolia is a plant that has a long tradition of use in ayurvedic medicine.12 13 Tinofend is a standardized extract of active compounds that work synergistically5 11 to provide immune-modulatory support.2-11 Immune Modulator with Tinofend provides the versatile Tinospora compounds shown to help maintain the balanced cellular responsiveness sensitivity and strength of an optimized and properly-modulated immune response2-11 explained Antriasian. Another up-and-coming ingredient in regard to immune health is propolis a resin-like material that is collected by honeybees from tree buds sap flowers and other plants. Propolis has been used for hundreds of years in natural medicine and is just starting to catch on in the U.S. explained Butler. A resinous material collected by honeybees from tree buds and other plant sources propolis is used to protect the beehive from disease and infection. Erba Vita uses a patented extraction process to collect the propolis from the hive which improves the quality and efficacy of its propolis products Butler explained. Erba Vita s Propolis does not break down in the stomach which allows it to reach the digestive tract. Studies have shown that it inhibits the growth of H. Pylori bacteria and helps aid in digestive health an important part of a healthy immune system according to the company. Erba Vita also offers Immun Act a unique formulation of ingredients known to be immunostimulants and WWW.VITAMINRETAILER.COM AUGUST 2013 26 VITAMIN RETAILER Circle Reader Service 11 Go to for info about this advertiser BOOM Roybal West regional manager with Missouri-based Membrell noted that highlighting the immune health section and making it stand out is important in garnering customer attention. Adding signage that highlights its immune modulating qualities is one way to generate attention said Roybal. Our floor displays are also a great way to bring awareness and encourage self education of the product. And Billingslea said that manufacturers are also assisting retailers by simply updating their labels. In the past year or so manufacturers across the board are redesigning product labels that offer more information about the actual product. These labels help us tremendously as we try to explain products to customers. Retailers may also consider offering seminars and other events to keep their customers in the know as well. No Name Nutrition s Hurley explained that the store brings in expert speakers such as Jordan Rubin Terry Lemerond and Dr. Michael Murray in addition to offering customers an educated staff. We have an excellent staff that is very knowledgeable. We have more than 300 combined years of experience working between our two stores said Hurley. We also have a vast library and access to the internet. Offering information and suggesting an appropriate supplement may be part of what retailers do to help keep their shoppers healthy but encouraging shoppers to eat balanced meals exercise and get enough sleep in conjunction with taking an immune health supplement gives them the best shot at keeping the immune system in fighting shape. One challenge with immune health is to convince the customer that any supplement is just that--an additional support to an overall lifestyle plan of better eating rest exercise and healthy habits that may help with antioxidant properties among other active principals to maintain immune health including cat s claw pau d arco echinacea angustifolia andrographis grapefruit extract and papaya. The Greeks first documented the health benefits of pinecone extract in 500 A.D. Today the extract is used in Japan where it has been associated with an increase in health and longevity. Allera s Immune Extra contains Proligna pinecone extract which originated in Japan but is now produced in the U.S. Immune Extra can help provide longterm health and wellness benefits according to Frank Tufaro CEO of Allera in Florida. In fact many people don t feel different after taking it except they note that they stay healthy. Some people actually do feel better almost immediately because of the immune-balancing effect of the product he said noting that scientists have learned that the immune system can be unbalanced or not optimized for disease fighting and many new drugs attempt to alter this immune balance. We believe that the pinecone extract in Immune Extra is a gentle and natural compound that can help to keep the immune system optimized. improve a person s overall health concluded Billingslea. We would all love that magic bullet pill that would let us eat fried food and sugar be couch potatoes and never have a health problem but that pill just doesn t exist. Customers buying an immune health product need to understand that the supplement is not a license to eat more greasy fries VR References 1 Front Pharmacol. 2012 3 51. 2 Int J Ayurveda Res. 2010 Apr 1(2) 112-21. 3 Basic Clin Pharmacol Toxicol. 2009 Nov 105(5) 301-6. 4 Int Immunopharmacol. 2007 Oct 7(10) 1375-86. 5 Indian J Exp Biol. 2012 Sep 50(9) 612-7. 6 Int Immunopharmacol. 2006 Dec 5 6(12) 1815-24. 7 Indian J Gastroenterol. 1993 Jan 12(1) 5-8. 8 Indian J Med Sci. 2007 61(6) 347-55. 9 J Vector Borne Dis. 2005 Mar 42(1) 36-8. 10 J Ethnopharmacol. 2005(96) 445-9. 11 J Ethnopharmacol. 2012 Jun 14 141(3) 918-26. 12 Ayu. 2012 Jan-Mar 33(1) 38-43. 13 BMC Complement Altern Med. 2011 11 5. Support System While consumers may have garnered some knowledge through their own research and television experts they will often look to their local natural products retailer for advice to help them sort out fact from fiction. And it is imperative that retailers take advantage of the literature training opportunities and other promotional educational materials that manufacturers offer. While Erba Vita provides its retail partners literature sample packets staff trainings and in-store demos Ron 28 VITAMIN RETAILER Extra Extra Visit to read about how the month you were born in can impact the immune system s development. i For More Information Carlson Laboratories (847) 2551600 Erba Vita USA (646) 738-8991 Life Extension (800) 544-4440 Membrell LLC Allera (800) 7491291 WWW.VITAMINRETAILER.COM AUGUST 2013 By Kate Quackenbush ccording to the American Dietetic Association (ADA) functional foods are enhanced or enriched to offer health benefits as part of a healthy balanced diet. Functional foods generally demonstrate physiological benefits for consumers and they are bioactive in that they are not only nutritious but also reduce the risk of disease. The world market for functional foods and drinks is expected to reach 130 billion by 2015 according to research from Global Industry Analysts with the United States European Union (E.U.) and Japan as the leading regional markets in the global functional food and drinks industry. And product innovation and increasingly health-conscious consumers with higher disposable incomes are fuelling market growth. A With heart disease and other chronic illnesses affecting an ever-expanding percentage of the population consumers are more aware of health issues and preventative measures they can take to lessen their chances of falling ill. Functional foods are particularly popular for their heart-health benefits with cholesterol-lowering products topping shopping lists. Additionally snack foods containing antioxidants and energyboosting ingredients are performing well in markets across the E.U. North America and Southeast Asia according to Global Industry Analysts. There are several factors driving the development of functional foods but the key ones boil down to consumer interest and convenience. Depletion of nutrition in naturalgrown whole foods inaccessibility to wholefood nutrition and the fast pace of today s world has driven consumers to seek out quick and easy alternatives like supplements and bars to help them get the nutrients they need said Carol Castelli director of marketing with California-based Amazing Grass. If you can get your dietary supplements from the foods you normally eat it saves time and is more convenient. These are the qualities that have driven product improvements and innovations since time began added Bob Green president of New Jersey-based Nutratech Inc. We started seeing functional foods and beverages creep onto the scene about 20 years ago. But they ve really been coming on strong for the last decade. Functional foods may not be a new term but it has evolved in its profile and status over the years. VITAMIN RETAILER 29 AUGUST 2013 WWW.VITAMINRETAILER.COM Weight & Sports Nutrition Green expressed that functional foods offer unique solutions to particular populations that want to know there s a function to the foods they eat. For example Millennials (people age 30 and under) are coming of age in a world in which healthy diet and exercise are a part of everyday life. This generation is known for its short attention span and the fact that they want the products they buy to do a lot with little effort on their part he said. Meanwhile Baby Boomers who have driven every significant cultural and marketing trend for almost 60 years are forcing natural products marketers back to the drawing board to rethink ways to reach graying customers Green explained. They want their foods and beverages to address the issues they re currently facing like slowing metabolism weight gain and loss of muscle tone--all of which are underlying risk factors for other health issues from high blood pressure and diabetes to sleep disorders and osteoarthritis. Nutratech introduced its thermogenic ingredient Advantra Z a patented bitter orange extract in 1996. Green pointed out that products that feature the ingredient on the label draw both of these consumers. Ingredients like Advantra Z that increase energy and help manage weight are a natural fit in functional foods for the Millenial demographic he said. Boomers also know that many of the health conditions they re concerned about are avoidable through preventative measures. So there s little doubt that this generation will demand functional ingredients like [ours] which increase metabolism support weight loss increase energy and build lean muscle in their foods and beverages. Twenty years ago Advantra Z was developed specifically for use in functional foods and beverages. But Green has observed that interest is now gaining considerable momentum as the function30 VITAMIN RETAILER al foods and beverages category grows. With functional foods and beverages there are of course taste issues that aren t a concern with dietary supplements. And with many functional foods and beverages there s a need for miscibility and water solubility in order to properly mix in the ingredient. With Advantra Z we continue to address and refine these qualities said Green. More than a decade ago the first product to hit the market featuring AdvantraZ was SpeedStack by ABB Performance. Today the company also uses the ingredient in other ready-to-drink beverages Adrenalyn Stack Ripped Force and SpeedShot. The most recent product introduction is Stim-Force Chewables from Labrada Nutrition. It may be the first pre-workout supplement that comes in a fruit-flavored chew rather than a powdered drink mix said Green. INBalance started with food bars and currently offers four flavors (Chocolate Fudge Strawberry Banana Chocolate Mint and Cherry Chocolate). All of the bars are 100 percent natural but they also include Morucel and trademark ingredient formulated from mulberry extract. This is a known Blood Sugar Type 2 diabetes is a growing concern in the United States as well as around the world with more than 25 million suffering from the disease in the U.S. and another 50 million considered pre-diabetic. Bob Serulla and his partners at Michigan-based INBalance Health Corporation launched their first line of products at Natural Products Expo East 2012 with the goal of providing a muchneeded alternative to this large market. Currently there aren t a lot of options for type 2 diabetics when it comes to food and drink items at least all-natural foods with no preservatives additives or chemicals said CEO Serulla. inhibitor for sugar spiking. So even with 10 g of protein and 10 g of fiber we only have 4 g of sugar and all of the sugar comes from the natural flavors and monk fruit extract explained Don Verhulst MD vice president. Because these bars were formulated for diabetics we found out quickly that they also cater to allergen- and glutenfree [shoppers] as well as vegans. The bars expanded into a larger audience than expected. Shortly after the launch the company introduced three out of seven supplements again formulated specifically for type 2 diabetics INSupport Weight Management INSupport Multi-Vitamin and INSupport Glucose Management products. The INSupport Glucose Management product also has the mulberry leaf extract as its main ingredient and has been shown that when taken before meals will help stabilize sugar spikes according to Verhulst. Further it has been proven that sugar spikes though serious for type 2 diabetics can cause heart disease as these spikes cause the heart to over exert itself. WWW.VITAMINRETAILER.COM AUGUST 2013 INBalance is planning two more flavors of its bars by the end of this year in addition to several other supplements to cover circulation nerve and vision health--all issues related to type 2 diabetics. Additionally we are looking at cereal products drinks and other food items to be introduced within the next 12 months said Serulla. A Retailer s Perspective or 20 years Betsy s Health Foods Store has been serving the Houston TX area with a single store but it has plans to widen its reach opening a second location by the end of 2013. With 999 square feet this supplement-focused store carries a surprising variety of products according to Marketing Manager Ramona Billingslea who noted that products are broken into nearly 50 categories for buying and training purposes. She views functional foods as items people eat as opposed to taking a pill items that people see as something they can consume that has additional benefits than just calories or their basic vitamins and minerals. Some items that I consider functional foods like aloe vera drinks Bragg s Apple Cider Vinegar goat yogurt protein powders and flax meal we have been carrying since our store first opened said Billingslea. In the last six years or so ever since the mangosteen explosion we have seen this category of product offerings grow. As customer demand grew along with product offerings we were able to bring in more of these exciting products. Customers who purchase functional foods at Betsy s are looking for a wide variety of benefits and supports including heart health energy digestion blood sugar management normal cholesterol support breast health (flax) anti-aging weight management and even alkalizing support Billingslea explained. Based on what we carry like flax meal chia coconut oil a ai berries goji berries greens and protein powders most of our customers interest in functional foods is more along the lines of something to add to smoothies or juices. Our food bars are of interest as finished products and we do carry the gluten-free and higher-fiber breads that are finished products. Since Betsy s is a supplement store first and foremost functional foods are considered a complement and placement is important. The products are spread throughout the store along with the supplements but Betsy s also has several functional food items placed in its small food section. The functional foods placed with supplements tend to have a fairly strong reputation for supporting similar areas as the supplements they sit beside said Billingslea. Some of the top functional food sellers at Betsy s are Nature s Way Coconut Oil-- This popular food from a company with high standards has a wide variety of uses for our customers from F Digestion Activia advertisements may have made probiotics a household name but Utah-based Probiotix Foods maker of Active D Lites offers consumers the sweetest possible way to get their healthy bacteria. Chocolate is one of the single largest consumed products on the planet and we have the most functional chocolate on the planet said Founder Gerry Morrison. Active D Lites were specifically formulated to go beyond the benefits of a sugar-free and lowcarb treat. The company has exclusivity for DuPont s Howaru Restore probiotic strain in sugarfree chocolates which are naturally sweetened with stevia. Available in five flavors including Chocolate Caramel Chocolate Almond Chocolate Peanut Butter Chocolate Crisp and Chocolate each bar delivers 7 g of fiber with just 100 calories and contains both prebiotics and probiotics--a symbiotic combination to promote and sustain digestive health. But the company only markets the probiotic function because consumers understand it better according to Morrison. This took years of R&D and we are functional for many reasons. The product is low cal low carb stevia sweetened no sugar added an excellent source of fiber and most important it tastes great he said noting that its suggested that retailers can merchandise the product in three in-store locations digestive sets diet sets and [blood sugar] sets. Beyond having multiple place- Betsy s Health Foods Store s Manager Ofilia Rodriguez (L) and Khlo Bryan who Billingslea describes as one of our outstanding salespeople cooking and eating straight to using as a moisturizer on skin and hair said Billingslea. Bob s Red Mill Organic Flax-- This is a clean reliable product that is popular for many of our customers because breast health is a very high concern in our area she said. Trace Minerals Mangosteen-- Customers like the flavor the cleanness of the product and the many potential benefits that mangosteen provides. Betsy s Basics (store brand) Super Greens-- This powder from our private label has a good flavor provides the kind of greens mix people are looking for and also works well in smoothies and juices for our customers. Country Life s Real Food Inner Filet 100% Aloe Vera-- This is also popular because it is an aloe vera people can drink every day to get the polysaccharide and other benefits of aloe without the laxative effect of the whole leaf. Bragg Apple Cider Vinegar-- This is popular wherever it is sold because it has cornered the market on a product that has been popular for more than 50 years for a variety of reasons. Mostly the products that are popular in our store sell well because they are the ones we walk to when customers express needs that functional foods will best fit Billingslea explained. We often find ourselves walking to products in this category for the growing number of people who are tired of swallowing pills and turning more to juices and powders. AUGUST 2013 WWW.VITAMINRETAILER.COM VITAMIN RETAILER 31 ment opportunities Probiotix takes retailers needs and concerns into consideration. Not only does it offer shelfsaving vertical boxes and wrappers but also the packaging itself was thoughtfully crafted to help educate consumers. Further the company is in the process of doing a major social media campaign that will involve bloggers and social media specialists to help speak with the brand directly to those looking for and talking about our specific functional highlights said Morrison. chocolate and coffee and natural caffeine equal to a cup of coffee. The company also introduced a new flavor to its Green SuperFood line Pineapple Lemongrass which contains a synergistic blend of 15 vitamins and minerals with concentrated coconut water and packed with alkalizing greens and antioxidant-rich fruits. We are finding that consumers are looking for flavor function protein and convenience when it comes to plantbased nutrition. As a company that focuses on offering the best of these attributes we pride ourselves on being able to offer a variety of ways for consumers to get their daily greens in an easier and tastier version than ever before said Castelli. We re making it easier than ever to make sure optimum nutrition is achievable anytime anywhere. Overall Nutrition Amazing Grass Castelli has observed that it has become extremely difficult for consumers to eat enough fruits vegetables proteins and other whole foods needed to get the recommended levels of vitamins and minerals so they are seeking out convenient alternatives. More than ever consumers are choosing functional foods and supplements to help them achieve optimal nutrition thanks to advancements in product efficacy and convenience she said adding that those with vegan lifestyles can too often miss out on essential proteins and various B vitamins. To that end Amazing Grass products enable consumers to supplement a healthy diet with powerful easy-to-consume delicious beverage powders and bars. For example its Amazing Meal is a line of USDA-certified three-in-one dietary supplements that contain a blend of organic plantbased proteins antioxidant fruits and phytonutrient vegetables creating a 100 percent wholefood nutrition mix in each scoop. It is available in five great flavors consumers love said Castelli. And we just added Caf Mocha to our Amazing Meal line which offers a healthy mix of organic green superfoods 10 g of complete plant-based protein the tasty combination of 32 VITAMIN RETAILER Retailer Support Aside from offering a convenient way for consumers to get the nutrients they so desperately need functional foods offer a key advantage to retailers taste tests. According to Lowell Johannsen vice president of INBalance Health Corporation it s proven the best sales tool for the company s bars. The expression on people s faces after trying our bar is sheer surprise and enjoyment. They typically are expecting the dull-tasting bars they are used to. We have found that when retailers perform in-store demos the products get sold quickly he said. Amazing Grass also knows that being able to offer shoppers a taste of its products goes a long way toward retailers making a sale so the company s green team works on the retail floor demoing the product and educating the consumer. But its most fun in-store experience is its SuperFood Spot according to Castelli. It is an organically made nine-foot by 15-foot store within a store. For a short period of time our green team mixes up some amazing drinks shares recipes and offers great information on plant-based nutrition. It s a festive time with our blenders going music playing and people enjoying delicious yet convenient nutrition. But if taste isn t enough INBalance offers ample support materials for retailers to use in stores or to send home with customers. The company currently offers three brochures--one for the bars which outlines the function and ingredients as well as a bar comparison on the back of the brochure for all of the other bars on the market today Johannsen explained. It also has a brochure for the supplements again outlining the function and ingredients. The final brochure is called the Ideal Body System which incorporates the bars and supplements as well as living a healthy lifestyle. Further the company will be launching a book at this year s Expo East specific to type 2 diabetics. Additionally Dr. Don [Verhulst] provides a weekly blog on our website which also has a number a videos of him talking about the various aspects of type 2 diabetes Johannsen added. And having open access to information is an important part of the equation whether a shopper is looking for a functional food or a dietary supplement according to Nutratech s Green whose company maintains all of the pertinent research on Advantra Z and bitter orange on its website ( advz advz.php p 2). With a branded ingredient like Advantra Z having this information accessible to consumers is essential since Advantra Z is featured in the supplement fact box and often on the product s label. We want to make sure anyone can read it and feel confident in Advantra Z s safety and efficacy said Green. Consumers who want functional foods and beverages definitely expect efficacy and safety. That s the whole point of a functional food to do more. VR Extra Extra Visit to learn about a partnership putting a powerhouse immune health ingredient in a freezer section product. i For More Information Amazing Grass (866) 472-7711 INBalance Health Corporation (269) 792-1977 Nutratech Inc. (973) 882-7773 Probiotix Foods (435) 890-9492 WWW.VITAMINRETAILER.COM AUGUST 2013 SupplementScience F cusing on Brain Nutrients A Scientific & Regulatory Review By Gene Bruno MS MHS n writing an article on brain nutrients the choices of potential nutraceuticals for inclusion are almost endless. A partial list includes (in alphabetical order) acetyl-L-carnitine alpha-GPC Bacopa monnieri citicoline DHA DMAE Ginkgo biloba gotu kola huperzine A L-glutamine phosphatidylcholine phosphatidylserine vinpocetine vitamin B12 and others. So how to choose which of them to write about In order to do justice to the topic I decided to write about one amino acid one herb and one vitamin. In this case phosphatidylserine ginkgo biloba and vitamin B12. I Phosphatidylserine The phospholipid phosphatidylserine (PS) is active at cell membranes (including synaptic membrane zones) and is a major building block for nerve cells. A significant amount of published clinical research has demonstrated that PS supplementation supports various cognitive parameters.1 An example is a double-blind randomized controlled study2 to investigate the effects of PS on the cognitive functions of elderly Japanese subjects with memory complaints. Seventy-eight 33 VITAMIN RETAILER elderly people with mild cognitive impairment (50-69 years old) were randomly assigned to take PS (100 mg or 300 mg day) or placebo for six months. In the subjects with a relatively low score at baseline the memory scores in the PS-treated groups were significantly increased compared to the baseline while those of the placebo group remained unchanged. The memory improvements in the PS-treated groups were mostly attributed to the increase in delayed verbal recall a memory ability attenuated in the earliest stage of dementia. Another double-blind placebo controlled study3 assessed the influence of PS on memory and mood in patients aged 60-80 years and who reported some memory difficulties that were verified by a score of at least 25 out of 30 on the Mini Mental State Test which screens for cognitive impairment. Seventy-two subjects randomly assigned to placebo and therapy groups were treated for three months with 300 mg PS daily. Results showed a large and statistically significant positive influence of treatment on both memory and mood whereas influence of placebo was small and non-significant. Components of memory and cognition that were most improved by the treatment included memorizing information visual memory and memorizing numbers. Mood was also influenced. Winter mood changes ( winter blues ) did develop in the placebo group but were entirely blocked in those treated with PS. A 12-week placebo-controlled clinical trial4 conducted on 50 patients (mean age of 60.5 52 percent female) with age-related cognitive decline examined the effects of 300 mg of soy derived PS daily. Learning and memory were assessed at three six nine and 12 weeks using a clinically relevant computerized neuropsychological test battery. Comparisons with PS and placebo are shown below. Other controlled trials were also conducted on PS. In each case the results showed significant improvements in cognitive performance over placebo in patients with cognitive performance issues (300 mg day) 5 Alzheimer s (300700 mg day)6-8 and senile dementia (300 mg day).9 In addition research with PS supplementation has also shown improvements in cognitive function in both patients with mild cognitive impairment10 and mild dementia.11 WWW.VITAMINRETAILER.COM AUGUST 2013 SupplementScience that that ginkgo had modest effects on improving Remembering names one hour the symptoms of dementia after introduction and cerebral insufficiency. Furthermore they indicated that the improvement 40% was equivalent to therapy 30% with ergoloid mesylates PS 20% (hydergine). Placebo A meta-analysis19 includ10% ed four studies (with a total 0% of 212 subjects in the 12 Weeks placebo and ginkgo groups) that met inclusion criteria for adequate cliniLearning & remembering written cal design for examining information ginkgo s effects on objective measures of cognitive function in patients with 40% Alzheimer s disease. The 30% results were that a signifiPS cant overall effect in the 20% Placebo gingko groups was demon10% strated that was compara0% ble with the benefits of 12 Weeks donepezil (Aricept). Likewise a review20 of studIn laboratory tests on serum samples ies on ginkgo that lasted at least six of patients treated with PS significant months in duration concluded that ginkreductions in uric acid and SGPT levels go extract was equally effective in mild were noted (which may be considered to moderate Alzheimer s dementia in beneficial) and all other serum paramecomparison to second-generation ters were unaffected.12 In addition PS cholinesterase inhibitors. Other research has a favorable benefit-to-risk profile reviews on the use of ginkgo in treating since according to researchers its dementia have shown similar beneficial benefits are often remarkable adverse results to those previously discussed.21 effects from its use are virtually never In a controlled trial of ginkgo extract seen and its compatibility with most LeBars et al. (1997) treated 309 patients common drugs is established. 13 Most with mild to moderately severe forms of of the research on PS in the treatment dementia of the Alzheimer type (DAT) of dementias and cognitive dysfunctions or multi-infarct dementia (MID) using indicated an effective daily dosage 120 mg day or placebo. The evaluation range of 300-400 mg.14 of patients took place periodically up through 52 weeks of therapy. The results indicated that ginkgo extract was Ginkgo biloba Extract capable of stabilizing cognitive performThe research on Ginkgo biloba extract ance and social functioning in patients in treating dementias and other cogniwith dementia. These changes were tive functions is vast. As a matter of objectively quantifiable and noticeable fact there are hundreds of published by caregivers despite the fact that they clinical studies on ginkgo.15 Consewere classified as modest. quently with the exception of a discussion on one clinical trial it was necessary to limit my presentation of the data Vitamin B12 to reviews and meta-analyses on the Vitamin B12 deficiency is frequently topic. It should be noted that ginkgo is associated with neurological problems used as a standardized preparation con- including memory loss and dementia.22 taining 24 percent ginkgo flavonoid gly- Individuals with Alzheimer s disease cosides and six percent terpene lacoften have low levels of vitamin B12 in tones in a typical range of 120-240 mg the blood and or low cerebrospinal daily taken in two to three doses.16 fluid.23 In fact vitamin B12 deficiency To begin with eight randomized affects 10-15 percent of adults over the double-blind placebo-controlled studage of 60.24 According to some ies on ginkgo extract were systematicalresearchers many cases of Alzheimer s ly reviewed.17 18 The reviewers concluded dementia are actually missed B12 defi34 VITAMIN RETAILER ciency cases and repletion of the vitamin has positive results regardless of other risk factors.25 In one clinician s experience replenishment of vitamin B12 can reverse 75 percent of B12 deficiency dementias when discovered early enough.26 Other research also suggests that dementia caused by vitamin B12 deficiency can be reversed by vitamin treatment but reversibility seems to be dependent upon the duration of the associated neurologic complications.27 In an initial randomized controlled study28 on elderly subjects with increased dementia risk (mild cognitive impairment) researchers showed that treatment with 500 mcg vitamin B12 combined with 800 mcg folic and 20 mg vitamin B6 slowed shrinkage of the whole brain volume by 50 percent over two years. In a follow up study29 the same researchers found that the vitamin B12 combination reduced by as much as seven fold the cerebral atrophy in those gray matter (GM) regions specifically vulnerable to the Alzheimer s disease process including the medial temporal lobe. A note on vitamin B12 absorption The intestinal absorption of B12 is dependent upon its binding with the glycoprotein intrinsic factor (IF) secreted from the parietal cells of the stomach. If the gastric juices of a person lacks IF then there is little uptake of the vitamin (as little as one percent).30 This issue can be addressed through the use of a vitamin B12 lozenge which can be absorbed via the sublingual plexus and buccal cavity thereby bypassing the issue with IF entirely. The result is a 90 percent increase in serum B12.31 Conclusion Although there are many nutraceuticals that support brain health PS ginkgo and B12 are three very good ones with a history of safe and effective use. VR References 1 Kidd PM. A review of nutrients and botanicals in the integrative management of cognitive dysfunction. Altern Med Rev. 1999 4(3) 144-61. 2 Kato-Kataoka A Sakai M Ebina R Nonaka C Asano T Miyamori T. Soybean-Derived Phosphatidylserine Improves Memory Function of the Elderly Japanese Subjects with Memory Complaints. J Clin Biochem Nutr. 2010 47 246 255. 3 Gindin J Novikov M Dedar D Walter- Ginzburg A Naor S Levi S. The effect of plant phosphatidylserine on age-associated memory impairment and mood in the functioning elderly. The Geriatric Institute for Education and Research and Department of Geriatrics Kaplan Hospital Rehovot Israel. Unpublished report 2009. 4 Crook TH. Treatment of Age-Related Cognitive Decline Effects of Phosphatidylserine. In Klatz RM (ed). Anti-Aging Medical Therapeutics Vol II. Chicago Health WWW.VITAMINRETAILER.COM AUGUST 2013 Anti-Aging Medical Therapeutics Vol II. Chicago Health Quest Publications 1998 20-29. 5 Cenacchi T Bertoldin T Farina C Fiori MG Crepaldi G et al. Cognitive decline in the elderly A double-blind placebo-controlled multicenter study on efficacy of phosphatidyiserine administration. Aging Clin Exp Res. 1993 5 123-133. 6 Engel RR Satzger W Gunther W Kathmann N Bove D Gerke S Munch U Hippius H. Double-blind cross-over study of phosphatidylserine vs. placebo in patients with early dementia of the Alzheimer type. European Neuropsychopharmacology. 1992 2(2) 149-55. 7 Funfgeld EW Baggen M Nedwidek P Richstein B Mistlberger G. Double-blind study with phosphatidylserine (PS) in parkinsonian patients with senile dementia of Alzheimer s type (SDAT). Progress in Clinical and Biological Research. 1989 317 1235-46. 8 Rabboni M Maggioni FS Giannelli A Beinat L. Neuroendocrine and behavioural effects of phosphatidylserine in elderly patients with abiotrophic or vascular dementia or mild depression. A preliminary trial. Clin Trials J. 1990 27(3) 230-240. 9 Delwaide PJ Gyselynck-Mambourg AM Hurlet A Ylieff M. Double-blind randomized controlled study of phosphatidylserine in senile demented patients. Acta Neurologica Scandinavica. 1986 73(2) 136-40. 10 Sinforiani E Agostinis C Merlo P Gualteri S Mauri M Mancuso A. Cognitive decline in ageing brain. Therapeutic approach with phosphatidylserine. Clin Trials J. 1987 24(1) 115-124. 11 Puca FM Savarese MA Minervini MG. Exploratory trial of phosphatidylserine efficacy in mildly demented patients. Clin Trials J. 1987 24(1) 94-98. 12 Cenacchi T Baggio C Palin E. Human tolerability of oral phosphatidylserine assessed through laboratory examinations. Clin Trials J. 1987 24(1) 125-130. 13 Kidd PM. A review of nutrients and botanicals in the integrative management of cognitive dysfunction. Altern Med Rev. 1999 4(3) 144-61. 14 Phosphadidylserine. Altern Med Rev. 1999 4(2) 115-17. 15 Sierpina VS Wollschlaeger B Blumenthal M. Ginkgo biloba. American Family Physician. 2003 68(5) 923-6. 16 Sierpina VS Wollschlaeger B Blumenthal M. Ginkgo biloba. American Family Physician. 2003 68(5) 923-6. 17 Kleijnen J Knipschild P. Ginkgo biloba for cerebral insufficiency. Br J Clin Pharmacol. 1992 34 352-8. 18 Kleijnen J Knipschild P. Ginkgo biloba. Lancet.1992 340 1136 1139. 19 Oken BS Storzbach DM Kaye JA. The efficacy of Ginkgo biloba on cognitive function in Alzheimer disease. Arch Neurol. 1998 55 1409-15. 20 Wettstein A. Cholinesterase inhibitors and Ginkgo extracts -- are they comparable in the treatment of dementia Comparison of published placebo-controlled efficacy studies of at least six months duration. Phytomedicine. 2000 6 393-401. 21 Sierpina VS Wollschlaeger B Blumenthal M. Ginkgo biloba. American Family Physician. 2003 68(5) 923-6. 22 Healton EB Savage DG Brust JC Garrett TJ Lindenbaum J. Neurologic aspects of cobalamin deficiency. Medicine (Baltimore). 1991 70(4) 229-245. 23 Nourhashemi F Gillette-Guyonnet S Andrieu S et al. Alzheimer disease protective factors. Am J Clin Nutr. 2000 71(2) 643S-649S. 24 Baik HW Russell RM. Vitamin B12 deficiency in the elderly. Annu Rev Nutr. 1999 19 357-377. 25 Hattersley JG. High-dose vitamin B12 in the treatment of dementia. Nexus. 2007 Oct.-Nov. 25-28 79. 26 Dommisse JV. Subtle vitamin-B12 deficiency and psychiatry An often unnoticed but devastating relationship. Med Hypotheses. 1991 34(2) 131-140. 27 Food and Nutrition Board Institute of Medicine. Vitamin B12. Dietary reference intakes for thiamin riboflavin niacin vitamin B6 vitamin B12 pantothenic acid biotin and choline. Washington D.C. National Academy Press 1998 306-356. 28 Smith AD Smith SM de Jager CA Whitbread P Johnston C et al. Homocysteine-Lowering by B Vitamins Slows the Rate of Accelerated Brain Atrophy in Mild Cognitive Impairment A Randomized Controlled Trial. PLoS ONE. 2010 5(9) e12244. 29 Douauda G Refsum H de Jager CA Jacoby R Nichols TE Smith SM Smith AD. Preventing Alzheimer s disease-related gray matter atrophy by B-vitamin treatment. PNAS. 2013 Published online before print May 20 2013 doi 10.1073 pnas.1301816110. 30 Whitney EN Cataldo CB Rolfes SR Understanding Normal and Clinical Nutrition. Belmont CA Wadsworth Thompson Learning 2002. 31 Libby AF Starling CR Josefson FH Ward SA. The Junk Food Connection A Study Reveals Alcohol and Drug Life Styles Adversely Affect Metabolism and Behavior. Orthomolecular Psychiatry 1982 11(2) 116-127. 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 peer-reviewed publications. 2 0 1 3 R e t a i l e r o f t h e Ye a r (Continued from page 23) study released in July by the Centers for Disease Control and Prevention (CDC) which noted that Aloha State residents 65 years old can expect another 16.2 years of healthy living. But even Hawaiians have their share of health issues. Our customers have a lot of the usual needs for a good multivitamin bone support immune support digestion (fiber probiotics enzymes) and omega-3s said Wolf. Unfortunately as people throughout our nation have reduced healthy lifestyles and gained weight we see a lot of new customers coming in looking for products that can help support healthier blood pressure cholesterol blood sugar and weight loss. And with the modern lifestyle comes a need for stress and mood support as well as energy and sleep aids. Many customers want to try a natural approach and avoid going on medications if possible. We show them what is available to support their body s needs she added. We always remind them that these are lifestyle-driven health AUGUST 2013 WWW.VITAMINRETAILER.COM Wellness Manager Carmela Wolf issues. Eating a healthy diet exercising regularly and managing their stress are truly the foundations to good health. We show them what we have that can support or supplement a healthy lifestyle and offer the best options. ing new stores in under-served parts of the state Down to Earth has also had to address major workplace safety issues and workers compensation problems. We dealt with this by introducing a team member safety program that has been very successful Fergusson said. And being located in Hawaii brings geographic obstacles. We are challenged by shipping problems as getting our orders takes 10 days from order to receipt. It makes it more difficult to receive orders in a timely way and increases our out-of-stocks he added. Despite the challenges Fergusson said there s more work to be done at Down to Earth. We will grow and expand opening more stores in Hawaii and one day possibly the mainland or even internationally. VR Island Issues While Whole Foods Market s arrival to Hawaii posed a steep challenge one that the store meets with store renovations customer service and by introduc- Extra Extra Visit to learn about Down To Earth s workplace Safety Program. VITAMIN RETAILER 35 RetailFundamentals Mobile Technology & RETAIL By David Williams COO of Living Naturally Inc. hen I start talking about the old ways of advertising a retail store I feel like it needs to start with Once upon a time ... be-cause in fairytales there s no limit to the possibilities of what can happen. It wasn t long ago that the idea of having a phone that does most of your thinking for you seemed like something meant for an Epcot ride. After all just a few years back what we now call traditional media used to be plain old media. Back then a retailer advertised in newspapers and magazines and on TV or billboards if they could afford it. Coupons went in a weekly circular and the customers just came in seemingly unprompted. Oh and I bet this hypothetical store we re talking about was the only game in town. 36 VITAMIN RETAILER W You don t need an e-mail update to know that this mythical store no longer exists. I ve got a theory on when and where the change took place and it hones in on one famous television character many of us (of a certain age) know and love. Remember the great Maxwell Smart Here was a guy who had mobile technology down to a science starting in 1965. (Mind you the cell phone wasn t invented until 1973 and they weren t commercially available until 1983. And we re still talking years before the release of the iPhone in 2007.) This was a man before his time and I d venture to say that compliment is a small homage to the man who first kept a phone inside his shoe. If the writers on Get Smart knew just how correct they were in assuming that someone would need constant access to a telephone they d probably demand royalties. Now phones are growing in intelligence to the point where most shoppers no longer tabulate their shopping lists with pen and paper because there is an app (application) for that. Beyond that smart shoppers are using their mobile phones to locate the best prices also by using an app. Get Smart(phone) Customers But even a skilled secret agent might have a hard time dipping his toe into a territory as unfamiliar as mobile. If you don t have a mobile app it s completely worth considering. Think about the exposure you d get if you had the chance to contact your customers in a place where they re always looking. Television newspapers and billboards can t accomplish half of what you could do by using a mobile app. And with more stores in the industry comWWW.VITAMINRETAILER.COM AUGUST 2013 mitting to mobile having an app is crucial in staying competitive. Before you think your customers don t use smartphones reconsider. About 90 percent of Americans own a cell phone and more than half of those phones are smartphones and that percentage continues to grow within each demographic. About a quarter of U.S. households were mobile-only in 2010 meaning there were no hard-wired landlines in these homes--just cell phones. On top of that users are downloading retailer apps and using coupons. Don t let anyone convince you having an app is too difficult and not worth the stress. I ve seen stores turn around their entire marketing efforts based on mobile couponing and app notifications. Here are a few tricks to getting started Make sure your app is designed and branded for your store--nothing generic no confusion. Get your employees involved in the process--let them be the first to test the app and see how it works. Generate a buzz in your store around the app--make sure that customers know that they ll have a first look at coupons discounts and store specials if they download. Offer a giveaway or initial offer for downloading--try offering a coupon simply for downloading and enter each person who does into a drawing. Include compelling content-- healthy tips and recipes make your app a destination rather than simply a spot for coupons. staying on top of it you can actually offer real-time marketing to your customers right in the palms of their hands. So encourage their behavior and give them an incentive to use your app. After all folks that use digital coupons are far more likely to spend more cash at checkout so you re bound to increase your margin through this simple form of marketing. A recent survey found that digital coupon users spend 42 percent more than their paper coupon counterparts and that amounts to roughly 1 000 more in sales per customer each year. Imagine adding those sales to your bottom line. There s no better way to provide digital coupons than with a mobile app. The average consumer sees more than 3 000 marketing messages each day. There needs to be a way for a store to stand out from the crowd. Here s my little cheat sheet for enhancing your customer relationships with your mobile app Stay up-to-date by offering promotions and discounts on a regular basis. You can save by offering supplier-subsidized offers. Tie your customer loyalty program into your app then target specific offers to customers based on their purchase history and shopping schedule. Be sure that the offers you re sharing are actually appealing to your customers. This could really make your app ideal to your best customers. Keep a What s New page on your app to let your customers know about special sales and store events. And I fully understand that technology is intimidating. I just had an intern suggest that I start a Twitter page to help promote a book that I ll be publishing in September and some college students have given me a crash course on social media. I too have a love hate relationship with technology and I ve fallen victim to the confusion and stress that comes with it. That being said I m happy to advocate that technology is the best thing to happen to retail marketing. A mobile app will allow retailers to position their stores in whatever way they wish. By providing an unlimited opportunity to spread a message storeowners are really the ones who win. After all the things that are most worth doing are the things that scare us the most. I know that sounds like Karate Kid advice but if you can experience and embrace mobile technology you ll be able to see your customers in ways that were nearly impossible before. Building a relationship where your customer feels valued will keep them coming through your doors even if you have to raise prices a tiny bit. It ll turn cherry-picking shoppers to folks who come in and heed your product suggestions--even if the item isn t on sale. If you can successfully create satisfied customers then I d say mobile is your one-way ticket to happily ever after. VR Missing Mobile ... By That Much Even retailers who already have apps can miss the mark on mobile ... by that much. Developing a mobile app that s branded to one s own store is the most obvious way to leverage the smartphone phenomenon in a retail environment. But there is so much more to making an app successful than by simply having one. Imagine if you could make money just by letting your store merely exist. You couldn t. Your stock would go bad your shelves would get dusty and eventually your customers would just stop coming in altogether. The same rules apply to your mobile app--by AUGUST 2013 WWW.VITAMINRETAILER.COM What s Stopping You Marketing is so easy with mobile. Imagine being able to create an offer that s designed for a specific type of customer. Then track that offer instantly to test your results. You won t waste time and money by running an ad that gets no attention. Instead you ll cultivate a deeper relationship with your customers. Doesn t that sound like something that only existed in the olden days of retail Mobile lets you get really personal with your customers in a way that mimics types of relationships that existed in the small-town stores of yesteryear. David Williams is the chief operating officer at Living Naturally Inc. a company that provides solutions for retailers and brands to help them buy better and sell smarter. An expert in the fields of mobile marketing and customer loyalty Williams has authored the book Loyalty Marketing Works Just Don t Expect Loyal Customers which is slated for release in September. You can find him on Twitter at RetailDave or e-mail him at dwilliams VITAMIN RETAILER 37 NaturalMedicine with Dr. Michael Murray Obesity The Major Cause of Immune Suppression in North America T hroughout history the biggest contributors to disease and suffering have been hunger starvation and malnutrition. That includes causes of impaired immune function and increased susceptibility to infection. However since the dawn of the 21st century obesity is now a bigger health crisis globally than hunger and the leading cause of disease and illness around the world. Obesity is also now the biggest contributor to low immune function. Currently it is estimated that eight out of 10 adults over the age of 25 are overweight and about 38 percent of the adult population meet the clinical criteria to be classified as obese. It is estimated by 2020--now just seven years away--that 60 percent of adults over the age of 40 will be obese and 50 percent of this population in the United States will suffer from type 2 diabetes. With these statistics let s examine how this clear crisis is linked to immune suppression in North America. Obesity & Immune Function Many different types of investigations have demonstrated the link between obesity and decreased immune function. For example several recent reports demonstrated a greater severity of illness in obese patients who devel38 VITAMIN RETAILER oped influenza during the 2009 H1N1 pandemic. These reports have led to several review articles in medical journals highlighting that obesity results in a compromised immune system. On a very basic level obesity is associated with a reduced ability of white blood cells to destroy bacteria viruses and other microorganisms. As a result obesity is associated with higher infection rates. It is also associated with an increased risk for certain cancers. Further obesity increases the risk of asthma and autoimmune diseases by inducing decreased immunological tolerance as a consequence of changes in immune functions caused by hormones known as adipokines and cytokines secreted by fat cells. Obesity is associated with both an increased morbidity (sickness) and mortality with viral infections. There are several central changes in human function that lead to this association. For example obesity is linked to altered response to vaccinations to influenza and other viruses. A recent study published in the February 26 2013 issue of the International Journal of Obesity showed that this altered response is the result in changes in human dendritic cell number and function. Dendritic cells are key immune system sentinels linking the innate (non-specific) and specific (T-cell and antibody mediated) immune response. Dendritic cells recognize when an infection is taking place and effectively mounts the response. The number of circulating dendritic cells is significantly decreased in obese individuals compared to those that are of normal body weight. And following immune stimulation there is a significant decrease in immune responses that fight viral infections. Blood Sugar Lipids & Immune Function Elevations in blood sugar are associated with impaired immune function and increased susceptibility to infection. Elevations in blood sugar levels virtually paralyze white blood cells and keep them from doing their important jobs in fighting infections. These elevations can occur after consumption of high glycemic foods and chronically as the result of increased body weight especially abdominal obesity. In addition another factor that comes into play in obese individuals is that obesity is also associated with elevations in blood cholesterol free fatty acids triglycerides and or bile acids. An elevation in any one of these factors can inhibit various immune functions including Formation of new white blood cells Response to infectious agents Antibody response Movement of white blood cells to areas of infection WWW.VITAMINRETAILER.COM AUGUST 2013 Phagocytosis (the ability of white blood cells to engulf and destroy organisms) Optimal immune function therefore depends on control of these serum components. Interestingly carnitine even at minimal concentrations has been shown to neutralize lipid-induced immunosuppression. This effect is probably due to carnitine s role as a rate-limiting factor in the removal of fatty substances from the blood. Individuals with elevations in blood lipids experiencing frequent infections may want to supplement with carnitine (900-1 500 mg per day) to boost immune function Products to Overcome Obstacles The ability of carnitine to improve immune function associated with elevations in blood lipids may be the result of improved mitochondrial function. Mitochondria are the energy factories of the cell as they are responsible for producing 97 percent of the body s ATP (adenosine-5 -triphosphate) or chemical energy. Mitochondria also play an essential role in other cellular processes including immune function. In addition to low immune function there is a growing list of health conditions thought to be the result of impaired mitochondrial function including accelerated aging due to increased free radical damage Alzheimer s disease Parkinson s disease chronic fatigue syndrome cardiovascular disease diabetes and migraine headaches. To optimize cellular function in general it is critical to promote proper mitochondrial function and maintain production of ATP. To accomplish this goal a three-part strategy is recommended 1. Provide nutrients needed for optimal mitochondrial function by taking a high potency multiple vitamin and mineral formula. 2. Supplement with the key mitochondrial nutrients Carnitine 900-1 500 mg daily Coenzyme Q10 100-200 mg daily Alpha-lipoic acid 200-400 mg daily One of the following flavonoid-rich extracts grape seed pine bark or green tea extract at a daily dosage of 100-300 mg 3. Reduce exposure to factors that damage mitochondria such as cigarette smoke and elevated blood sugar levels. The Take-Away Messages One of the primary goals in naturopathic medicine is removing obstacles to a WWW.VITAMINRETAILER.COM AUGUST 2013 cure. I wanted to bring up this issue of obesity and immune function to place attention where it needs to be. Yes there are phenomenal natural products that impact the immune system. But obesity is likely an obstacle impairing the ability of many of these gifts from nature from fully impacting the immune system to their full effect. Furthermore the immune system is a complex integration of parts that are continuously protecting the body from microbial and cancerous attack. There really isn t any single magic bullet that can immediately restore proper immune function. The immune system is truly wholistic as evidenced by the close association of psychological neurological nutritional environmental and hormonal factors with immune function. Supporting the immune system is critical to good health. Conversely good health is critical to supporting the immune system. The best approach to supporting immune function is a comprehensive plan involving lifestyle stress management exercise diet and proper nutritional supplementation. In regard to supporting the immune system with proper nutritional supplementation it is important to point out that the deficiency of any single essential vitamin or mineral can lead to significantly reduced immune response. Given the widespread problem of multiple marginal (subclinical) nutrient deficiencies in Americans based upon data from National Health and Nutrition Examination Surveys it can be concluded that many people are suffering from impaired immunity that is entirely amenable to proper nutritional supplementation. This statement is particularly true in the elderly. Almost all elderly Americans are deficient in at least one nutrient and most are deficient in several. Likewise numerous studies show that taking a multivitamin and mineral supplement enhances immune function in elderly subjects (whether they suffer from overt nutritional deficiency or not). These findings have considerable public health significance and once again attest to the important role the natural products industry plays in working to help improve health. 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 Circle Reader Service 12 VITAMIN RETAILER 39 ProductSpotlight Alternatives for Aches spirin is a non-steroidal antiinflammatory drug (NSAID) similar to ibuprofen. Acetylsalicylic acid (aspirin) is a derivative of salicylate which can be found in plants such as willow trees and myrtle according to The benefits of willow were first discovered in 3 000 B.C. in Mesopotamia. In the following centuries willow bark was continuously recommended for pain relief throughout the world. According to more than 40 000 metric tons of the drug are consumed annually. Aspirin is typically used to relieve minor aches and pains to reduce fever and as an anti-inflammatory drug. It is also commonly used for cardiac health as an antiplatelet to prevent blood clot for- A B Y C A R O LY N S T E B E R mation in people at risk for or who have just had a heart attack or stroke. Some side effects of aspirin include stomach bleeding and severe asthma attacks according to Jacob Teitelbaum MD director of the Fatigue and Fibromyalgia Practitioners Network. Unfortunately the side effects from aspirin and NSAIDS have been found to be daunting said Teitelbaum. NSAIDS cause more than 30 000 deaths a year 16 000 from bleeding ulcer deaths and a doubling to tripling of heart attack and stroke risk. Fortunately there are many natural alternatives that are far more effective he said. One such remedy is a mix of a highly absorbable form of curcumin (called BCM 95) plus boswellia. This mixture was found to be more effective than Celebrex in treating arthritis in a recent head-on study according to Teitelbaum. And going back to the original source willow bark has been shown in comparison studies with Motrin to be more effective and also gentler on the stomach. Another natural remedy is the herb feverfew which has been used to prevent migraine headaches. Feverfew leaves contain chemicals such as parthenolide that may help decrease factors in the body that might cause migraine headaches according to Other natural topical pain relievers include camphor eucalyptus and peppermint as they are known for their cooling properties. Below is a list of aspirin alternatives available on the market today Relief from Migraines Migraine Relief from RidgeCrest Herbals (Salt Lake City UT) is an all-natural herbal and homeopathic formula that addresses all major types of headaches including tension migraine cluster hormonal sinus ocular and medication or substance-induced the company stated. The ingredients in Migraine Relief (MSRP 31.99 60 capsules) such as Chinese skullcap root are designed to focus on symptoms linked to each of these types of headaches and also help provide optimal relief from related pain and discomfort. For more information call (800) 242-4649 or visit Roll-on Pain Relief Dakota Muscle Relief from LaShe Naturals (Fargo ND) provides natural pain relief in minutes with lab-tested pure essential oils. Dakota Muscle Relief (MSRP 9.75 2-oz. 24.95 8oz. 14.60 3-oz. roll-on) is a topical natural product that provides temporary relief of muscle and joint pain associated with simple backache arthritis bruises and sprains the company stated. This formula is non-greasy has a soothing aroma and contains camphor clove bud emu oil eucalyptus peppermint SD alcohol and purified water. For more information call (701) 361-1698 or visit Support Blood Flow Bricker Labs (Chandler AZ) offers OptiFlow to support healthy blood flow. Bricker Labs established a major new product category in heart health which has been consistently demonstrated in eight clinical trials the company stated. OptiFlow (MSRP 23.99 30 capsules) is formulated with the ingredient FruitFlow which works to support blood flow by keeping blood platelets in a smooth form. The effects take place within 90 minutes and when taken as a single dose the effects will last for 12 hours. For more information call (800) BRICKER or visit Soothe Muscle Pain Curamin from EuroPharma s (Green Bay WI) Terry Naturally brand works as an effective pain reliever. The product contains a superabsorption curcumin called BCM-95 that can be up to 10 times stronger than plain curcumin products according to the company. Known for its ability to balance the body s natural inflammation response BCM-95 has been proven in published clinical studies to provide consistent and long-lasting effects. Curamin also contains the enzyme nattokinase that not only boosts healthy circulation but has a direct impact on muscle pain via its ability to balance fibrinogen levels in the body. This statement has not been evaluated by the Food and Drug Administration. This product is not intended to diagnose treat cure or prevent any disease. Improve Blood Vessel Tone Nature s Way (Lehi UT) Feverfew Extract is standardized to 0.7 percent parthenolide. Parthenolide is the herb s key active in Feverfew Extract ( 9.49 60 capsules) and has been clinically studied the company stated. Feverfew has been traditionally used to support blood vessel tone. Also available are Feverfew Leaves (Tanacetum parthenium MSRP 11.99 100 capsules) that are harvested at peak potency. Additionally the product is certified to contain 380 mg feverfew leaves. This statement has not been evaluated by the Food & Drug Administration. This product is not intended to diagnose treat cure or prevent any disease. For more information call (800) 9-NATURE or visit 40 VITAMIN RETAILER For more information call (866) 598-5487 or visit WWW.VITAMINRETAILER.COM AUGUST 2013 Circle Reader Service 13 Go to for info about this advertiser HealthandNutrition The Liver By Mark Becker here are certain critical internal body parts that provide constant reminders that they are working in your best interests. For example we often feel our heart beat and our lungs expand and contract. However we often overlook one of our largest internal organs the liver. In fact the liver is the largest internal organ in the body and is responsible for approximately 500 bodily functions. This vital organ processes almost everything we consume breathe in or absorb through the skin. The liver is the ultimate multi-tasker--nearly all the blood that leaves the stomach and intestines passes through the liver for processing while it is simultaneously involved in a myriad of body functions including Producing clotting factors blood proteins bile and more than 1 000 enzymes Utilizing cholesterol in the blood Storing energy from food to provide fuel for muscles Regulating blood sugar levels and hormones in the body Removing a wide range of toxic material from the body For this article I will focus on the last bullet point--the liver s role in detoxify42 VITAMIN RETAILER A Super Hero in the Fight Against Toxins T ing the body. In this chemical age we live in the liver s detoxification systems are easily overloaded. Thousands of chemicals are added to food and more than 700 have been identified in drinking water. Plants are sprayed with toxic chemicals animals are injected with potent hormones and antibiotics and a significant amount of our food is genetically engineered processed refined frozen and cooked. All this can wipe out any semblance of vitamins and minerals which are needed for the detoxification pathways in the liver. The liver must try to cope with every toxic chemical in our environment as well as unhealthy fats that are present in processed and fried foods. Retailers will go a long way to earning a life-long customer if they are able to counsel about the importance of detoxifying the body and about the role detoxification has in liver health. Thankfully retailers can easily recommend basic activities to their customers that will dramatically help their livers. My favorites include Exercise We all know that exercise has profound health benefits. That said one of the most important benefits is that exercise makes you sweat. This basic function allows the body to eliminate toxins through the pores lowering the detoxification burden on the liver. Drink truly clean water Replace soda juice or coffee with water that is truly chemical-free. Consuming adequate amounts of water daily is vital for detoxification. Increase intake of fiber-rich foods These foods include fresh fruits and vegetables whole grain breads brown rice and cereals. A high-fiber diet is especially helpful in keeping the liver healthy. Increase consumption of cruciferous vegetables (a.k.a. brassica vegetables) Vegetables in general have many health benefits but cruciferous vegetables have more than most. These vegetables help to detoxify the liver. According to many health professionals the sulphur compounds in cruciferous vegetables enhance the liver s detoxification pathways and help the liver break down and eliminate fat through the bile ducts. Cruciferous vegetables also contain glucosinolates which may play a part in preventing cancer cell growth. Some of the more popular cruciferous vegetables include brussels sprouts broccoli and cauliflower among WWW.VITAMINRETAILER.COM AUGUST 2013 others. Interestingly there are many compelling broccoli supplements offered in health food stores. That said one probably won t get the same benefits from taking a broccoli supplement. Broccoli supplements have been processed in a way that removes the enzyme necessary for converting glucosinolates into cancer-protective isothiocyanates. Therefore the benefits are reduced. However for those customers who do not like the taste of broccoli (and there are many) steer them to this section of your store. Supplemental Options I have always been a proponent of taking supplements particularly in this day and age of processed foods. There are efficacious supplements for every major health condition and liver health is no different. Four of my favorites that can always be found in health food stores are Artichoke A member of the milk thistle family artichoke helps control blood sugar levels. Artichoke is a fibrous green vegetable that contains cynarin a phenolic acid compound that is responsible for its cholagogue and choleretic properties. Cholagogue is a medicinal agent that promotes the discharge of bile from the system which aids the detoxification process. Choleretic is a substance that stimulates the production of bile in the liver. These two functions are vital to liver health. If the bile is not transported sufficiently to the gallbladder the liver has an increased risk of being damaged. Artichoke also prevents the reabsorption of cholesterol as well as the synthesis of new cholesterol in the liver. In fact according to a study published in the June 2010 edition of Biological Trace Element Research researchers from Turkey found that artichoke leaf extract decreased fat and cholesterol levels in the liver. Glutathione A super-antioxidant that plays an important protective role in every cell in your body glutathione is also critical to liver function as it is involved in the processing and excretion of toxins. According to glutathione is central to liver detoxification and it also helps to protect the liver from oxidative damage that occurs as the liver detoxifies the rest of the body. Many chronic disAUGUST 2013 WWW.VITAMINRETAILER.COM eases can actually lower glutathione levels and cause poor liver function. Milk Thistle One of the most widely used herbal supplements used to detoxify and heal the liver milk thistle is rich in silymarins which have many beneficial effects on the liver. Silymarins are also powerful antioxidants that can help to prevent oxidative damage in the liver. According to milk thistle has been shown to inhibit lipid peroxidation and prevent glutathione depletion induced by alcohol and other liver toxins even increasing total glutathione levels in the liver by 35 percent over controls. Early studies show that silymarin has the ability to stimulate protein synthesis resulting in production of new liver cells to replace older damaged cells. Studies also demonstrate the benefits of silymarin for protection from numerous toxic chemicals. SAMe A methylation agent is necessary for the synthesis of glutathione. Studies have shown that SAMe (Sadenosyl-L-methionine) has beneficial antioxidant effects on the liver and other tissues. SAMe decreases the production of liver collagen which leads to the formation of fibrous tissue. SAMe is found naturally in every cell of the body. offering the previously mentioned natural supplements that promote liver health. Prominently feature your liver supplements section in your store with accompanying educational material. In a nutshell there is no other organ like the liver. And your customers should be aware of this vital organ and its profound impact on health. VR References K kgergin C. Aydin A. F. zdemirler-erata G. Mehmet ik G. Ko ak-toker N. & Uysal M. (2010). Effect of artichoke leaf extract on hepatic and cardiac oxidative stress in rats fed on high cholesterol diet. Biological Trace Element Research 135(1-3) 264-74. Rainone F. (2005). Milk thistle. American Family Physician 72(7) 1285. Mark Becker has worked as a natural products sales and marketing executive for 15 years and is currently an account manager for Vivion a raw materials distributor based in Vernon CA. For almost 30 years he has participated in numerous endurance events including more than 150 triathlons of Olympic distance or longer 100 marathons and numerous other events including ultramarathons and rough water swims from Alcatraz to the mainland. Becker has relied on a comprehensive dietary supplement and homeopathic regimen to support his athletic professional and personal endeavors. He has written more than 300 articles and has hosted or been a guest on more than 500 radio shows. Follow Becker on Facebook at marklbecker on Twitter at becker_mark or visit Conclusion The liver is a major organ in the body and is responsible for a wide range of bodily functions. A key function of the liver is that it acts as a filter to clean toxins out of the body. Most people struggle with overburdened livers due to a toxic diet and lifestyle. This means their bodies are ineffective on many different levels. Retailers can grow sales by Circle Reader Service 14 VITAMIN RETAILER 43 HealthyShopper Liquid Gold B Y C A R O LY N S T E B E R Argan Oil 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. AUGUST 2013 WWW.VITAMINRETAILER.COM VITAMIN RETAILER 44 Answers 1.) b 2.) a 3.) a 4.) b rgan oil comes from the argan trees that grow exclusively in southwestern Morocco. The area s Berber women have traditionally obtained the oil through a process that involves hand pressing the kernels found inside the tree nuts. Three days of kneading and cold pressing the kernels will produce only one liter of oil according to Because of this time-consuming process argan oil is often referred to as liquid gold. Berber women have used the oil for hundreds of years in cooking recipes as well as on their hair skin and nails to protect themselves from sun and sand. Argan oil also called Moroccan oil is now valued the world over for its therapeutic properties. The oil is produced commercially in Europe but Berber women have continued their own production in fair-trade cooperatives. In terms of its uses for beauty argan oil has traditionally been used for its anti-aging moisturizing anti-acne and anti-sebum properties. It is added to many commercial beauty products such as facial serums shampoos and conditioners according to Argan oil can also be used as a hydrating facial toner brightening facemask overnight hair treatment or as a bath oil. It is also often used to tame frizzy hair and for this purpose is usually marketed as Moroccan argan oil according to The oil is moisturizing due to its high levels of poly-unsaturated fatty acids and tocopherols which are similar to vitamin E according to Even though it is moisturizing the oil has been found to be helpful in controlling facial oiliness. A 2007 study showed the oil s anti-sebum effects on twenty volunteers between the ages of 17 and 50 who were experiencing oily skin. An argan oil-containing cream was applied twice daily for four weeks and revealed significant anti-sebum activity (less greasiness and improved appear- A ance of oily facial skin) according to The consumption of argan oil has been shown to 1.) Argan oil contains high levels of tocopherols which are reduce the risk of similar to cardiovascular disease. A 2004 study a.) Vitamin C b.) Vitamin E published in the c.) Fatty Acids d.) Vitamin D British Journal of Nutrition revealed 2.) When consumed argan oil may reduce risk of cardiothat rats fed a diet vascular disease due to its containing argan oil a.) Unsaturated fatty acids b.) Saturated fatty acids had significantly c.) Trans fat d.) Lack of fat lower blood pressure than those that were not. This effect 3.) True or False Argan oil is moisturizing but also may decrease facial oiliness. is due to the oil s a.) True b.) False unsaturated fatty acids which aid in 4.) True or false Argan oil does not contain antioxidants. the regulation of blood cholesterol. a.) True b.) False The oil has also been shown to decrease the rate of cell division in oil enhanced the cellular response to prostate cancer. A 2006 study published low doses of insulin a process that is in Cancer Investigation revealed that disrupted in diabetes. A 2009 study components of argan oil were able to published in Metabolism showed that slow the growth of several types of consumption of argan oil reversed the prostate cancer cells. Further exposure to metabolic changes associated with these components was able to reverse consuming a high-sugar diet. the cancerous effect of carcinogens on There are no known toxicity levels for prostate cells. And since the oil is high in argan oil. Dosing to prevent metabolic antioxidants it may be beneficial for disease ranges from 15-30 g (1-2 tableother forms of cancer as well. spoons) of uncooked argan oil daily Argan oil is commonly used in the with maintenance dosing of 3-6 g daily treatment of diabetes due to studies according to showing it decreases insulin resistance. One study demonstrated its effectiveness in animals. An oral glucose tolerance test was performed on healthy and Resources diabetic rats. Intraperitoneal publication of argan oil 30 minutes before glutions 16 3 275.pdf cose loading induced significant blood article 98565-bensugar reduction that lasted for three efits-argan-oil hours according to 0-6826 10And according to Simple-Beauty-Uses-for-Organicanother 2006 study reported that argan Argan-Oil.html Test Your Knowledge of Argan Oil VRNewProducts VR s New Products section is a FREE service to industry members. Send new product press releases and photos to Editor Vitamin Retailer 431 Cranbury Road Ste. C East Brunswick NJ 08816 Or e-mail to CarolynS Collagen Chews IRVINE CA--NeoCell s new Beauty Bursts collagen chews are specially formulated to nourish the body with nutrients to fight the effects of aging and enhance beauty from the inside out the company stated. Two servings of Beauty Bursts (MSRP 19.95 60-ct. bag) contain 2 000 mg of NeoCell s Super Collagen types 1 & 3 to strengthen skin hair and nails 20 mg of hyaluronic acid to help skin stay hydrated and 20 mg of vitamin C to help boost collagen in the skin. Reader service 20 or call (714) 352-0000 Systemic Enzymes TEMPE AZ--HCP Formulas has launched Fibrenza a blend of 14 systemic enzymes formulated to supplement the body s ability to dissolve fibrin cleanse the blood detoxify and maintain a healthy inflammation response. Fribrenza (MSRP 39.99 60 capsules 129.99 240 capsules) contains Seaprose-S Nattokinase NSK-SD serrapeptase chymotrypsin and superoxide dismutase in a new capsule technology that allows for maximum effectiveness at low doses. Reader service 24 or call (800) 710-2585 Relieve Tension Reduce Signs of Skin Aging BLOOMINGDALE IL--NOW Solutions has introduced the Clarify and Illuminate Age Transformation Line a comprehensive skincare system that helps to transform and reduce visible signs of aging the company stated. The skincare line (MSRP 14.99 each for 8-oz. cleanser and toner 24.99 for 8-oz. moisturizer) is a three-step system that includes Clarify & Illuminated Age Transformation Cleanser with marine collagen Clarify & Illuminate Age Transformation Toner with a a berry and Clarify & Illuminate Age Transformation Moisturizer with vitamin C and sea buckthorn. Reader service 21 or Call (888) 669-3663 AMERICAN FORK UT--Alvita Herbal Teas now offers Passionflower Herbal Supplement. The passionflower herb is primarily used to ease occasional nervous system tension and to support restful sleep. Alvita Passionflower Tea (MSRP 7.49 per box 24 bags per box) is made with premium-quality organic passionflower and has a pleasantly smoky aroma and flavor. These statements have not been evaluated by the Food and Drug Administration. These products are not intended to diagnose treat cure or prevent any disease. Reader service 25 or call (800) 645-5626 Improve Cell Health MONTCLAIR NJ--CellHealth Institute now offers everycell a natural cell health formula developed by PhD and MD scientists at CellHealth Institute. The supplement delivers more than 90 phytonutrients vitamins and minerals in seven proprietary complexes designed to support DNA repair cell regulation stem cell maintenance telomere maintenance free radical scavenging calorie restriction and digestion. everycell (MSRP 99 120 tablets) is an awake and asleep formula that supports different cellular functions of the day and night the company stated. Reader service 26 or call (973) 842-4148 Allergy Relief POUGHKEEPSIE NY-- Rootology now offers nondrowsy rapid-acting allnatural support for eyes and nasal health. Rootology Support for Nasal Health (MRSP 14.99 40 capsules) protects against the effects of pollen pet dander dust mold pollution and other allergens and environmental ingredients. It contains a proprietary blend of 14 natural herbal ingredients as well as a daily dose of vitamin C and D. Reader service 22 or call (347) 560-4770 Whole Grain Snack Bars NEW YORK NY--KIND Healthy Snacks launched a new category of snacks with KIND Healthy Grain Bars a line of chewy granola bars made from five super grains. The bars (MSRP 3.99- 4.29 box of five bars in single flavors) are mixed with ingredients including pumpkin seeds toasted coconut flakes and dark chocolate chunks. Each bar offers a full serving of whole grains as well as fiber and protein. Reader service 27 or call (212) 616-3006 Vegan Detox Cleanse PALO ALTO CA--Kaeng Raeng has released the Kaeng Raeng Vegan Cleanse. The cleanse is a gluten-free all-natural way to detox and is designed to help with weight loss skin appearance toxin removal and the immune system. Kaeng Raeng (MSRP 69.99 three-day beginner cleanse) also improves digestive health and is available in the beginner three-day cleanse as well as a six-day cleanse. Reader service 23 or call (650) 646-5474 AUGUST 2013 WWW.VITAMINRETAILER.COM Fat-burning Supplement AUSTIN TX--Gold Star Nutritionals has released PowerThin Phase II an all-natural weight-loss supplement scientifically formulated to increase calorie burning mobilize stored body fat and help boost energy the company stated. PowerThin (MSRP 24.99 60 caplets 39.99 120 caplets) helps burn fat more efficiently the company stated. Reader service 28 or call (800) 284-3116 VITAMIN RETAILER 45 VRNewProducts Liver Detox POMONA CA--CEV LLC has launched the new C.E.V. 7 Day Liver Detox. The first step of the detox (MSRP 35 sevenday kit) purges toxins from the liver. On days two through seven two trio straw packs are consumed containing super greens prebiotics probiotics digestive enzymes and vitamins to replenish vital nutrients and restore intestinal flora. Reader service 29 or call (310) 220-4701 Vitamins Fish Oil ARLINGTON HEIGHTS IL--Carlson Laboratories has launched Right 1 Daily a once-daily supplement including vitamins minerals and omega-3 rich fish oil. Right 1 Daily (MSRP 14.90 30 soft gels 29.90 60 soft gels) contains 500 mg of fish oil concentrate per soft gel and is high in the omega-3 DHA to support brain and eye health the company said. It also provides extra vitamin K and iron. Reader service 34 or call (888) 234-5656 High-Absorption Omega-3 BLACK MOUNTAIN NC-- ALP Life Sciences announced the release of the new omega-3 fish oil ALP High 3. ALP High 3 (MRSP 35.95 60 soft gels) is formulated for maximum absorption and bioavailabilty due to a combination of more than 600 mg of enteric coated natural triglyceride per soft gel the company stated. Reader service 30 or call (828) 357-4301 Hatch Green Chile Snack Mix ROYAL OAKS CA--New from SunRidge Farms is the All Natural Hatch Green Chile Fiesta Mix. Sold in bulk this mix (MSRP 9.99 lb.) contains all-natural dry roasted cashews almonds sesame sticks garden veggie chips and pretzels seasoned with Hatch green chile seasoning. This crunchy spicy mix makes for an ideal summer snack. Reader service 35 or Call (831) 786-7000 Age-Defying Skincare SANTA MONICA CA--Jurlique offers the new Jurlique Herbal Recovery Advanced Serum. This serum ( 54 3.3-fl.-oz.) contains a potent blend of fortifying youth-defending herbal extracts each selected for its ability to help rebalance condition soften soothe and hydrate skin. The expansion of the Herbal Recovery line is powered by Jurlique s proprietary BioIntrinsicTM process an artisanal approach that draws out the most effective elements and isolates intensifies and reformulates them to deliver benefits more powerful than the sum of their parts the company said. Reader service 31 or call (800) 854-1110 Relief From Dry Eyes GREEN BAY WI--EuroPharma has launched Omega7 Eye Relief to support healthy eye moisture and comfort the company stated. Omega7 Eye Relief (MSRP 39.95 60 soft gels) has been shown in clinical studies to support this relief. One serving contains 150 mg of omega-7 from clinically studied SBA 24 Sea Buckthorn oil as well as phytosterols tocopherols tocotrienols and carotenoids. Reader service 36 or call (866) 598-5487 Gluten-Free Tortillas CORONA CA--Food for Life now offers Gluten-Free Black Rice Tortillas a 100 percent vegan and gluten-free option for those with dietary restrictions. The tortillas (MSRP 3.69 package of six) are made with black rice a super grain containing natural fiber vitamins minerals and antioxidants. The Black Rice Tortillas are free of conditioners additives artificial flavors colors and preservatives. Each tortilla contains 4 g of protein 2 g of fiber and no sugar. Reader service 37 or call (951) 279-5090 Coconut Water With Thai Chili WALNUT CA--Taste Nirvana s Real Coconut Water with Thai Chili Extract is the first of its kind and is made with Thailand-originated chilies and young coconuts the company stated. This authentic all-natural beverage (MSRP 2.19 9.5oz.) is refreshing and flavored with a hint of spice. It will join the company s line of all-natural coconut waters. Reader service 32 or call (909) 598-4300 Advanced Joint Support CARSON CITY NV--Coral LLC has launched Coral Joint & Collagen Support an advanced formula to help maintain healthy bones and joint flexibility. The supplement (MSRP 49.95 120 vegetarian capsules) contains above-the-sea EcoSafe coral minerals vitamins D3 K1 and K2 to support healthy bones GreenGrow a vegetable source glucosamine PUREFLEX Chondroitin and MSM to support joints Undenatured Bio-Collagen UC-II for immune response and more. Reader service 33 or call (800) 882-9577 46 VITAMIN RETAILER Nopal Cactus for Pain Relief PHOENIX AZ--NopaVera from Essential Source is a sublingual supplement that naturally provides effective pain and inflammation relief. NopaVera (MSRP 39.95 2-fl.-oz.) contains aloe vera as well as a highly concentrated ratio (48 1) of Nopal Cactus Extract. This extract provides a very rare and powerful class of antioxidants called bioflavonoids which have been shown to help the body detoxify improve inflammation and reduce toxicity caused by free radicals according to the company. Reader service 38 or call (877) 879-9966 WWW.VITAMINRETAILER.COM AUGUST 2013 OffthePress Book Publishers--Submit new books to Kate Quackenbush Vitamin Retailer 431 Cranbury Road Ste. C East Brunswick NJ 08816 KateQ EcoMind Changing the Way We Think to Create the World We Want In 1971 Frances Moore Lapp published the international bestseller Diet for a Small Planet which transformed how people thought about food. And now 40 years later Lapp s latest book EcoMind will help shape the understanding of the roots of the environmental and economic crises. From deadly drought and melting glaciers to financial crises and widespread hunger EcoMind describes a planet in peril. Drawing on the latest research in climate studies anthropology and neuroscience Lapp explores seven widely disseminated messages that undermine our culture s response to the global environmental crisis. In each case she challenges their limiting thought traps and offers instead thought leaps that unleash our hidden power. According to the book this internal transformation marks the creation of our eco-mind. Authors Frances Moore Lapp Pages 288 Price 16.99 Publisher Nation Books Contact (212) 340-8107 Kombucha Rediscovered The fermented tea known as kombucha has been used as a cure-all in many parts of the world including China Germany and South Africa. Kombucha s popularity is beginning to grow in North America not only due to its contribution to wellness but also because of its great taste. In Kombucha Rediscovered holistic health consultant Klaus Kaufman discusses kombucha s historical and modern uses and its numerous health benefits including its ability to aid digestion eliminate toxins support the immune system and boost energy. He also provides clear step-by-step instructions and troubleshooting tips for making kombucha tea at home. This completely revised and updated edition includes the latest information on current brews and fermenting techniques to help one enjoy this fermented beverage. Author Klaus Kaufmann DSc Pages 85 Price 12.95 Publisher Books Alive Contact (931) 964-3571 Let Me Tell You a Story Inspirational Stories for Health Happiness and a Sexy Waist James O Keefe a cardiologist and director of the Charles and Barbara Duboc Cardio Health & Wellness Center and his wife Joan O Keefe a registered dietician are the authors of the new book Let Me Tell You a Story. The book it features stories to help readers comprehend and implement the best practices to promote a healthy and vibrant state of being. The O Keefes focus on the power of a Mediterranean diet reveal many common food myths discuss the truth about vitamins and the benefits of essential nutrients and even suggest ways to boost HDL (good cholesterol). This accessible common sense presentation of healthy lifestyle strategies including nutritional exercise and behavioral information serves as a conduit to revolutionize attitudes and actions towards longevity and happiness. Author James O Keefe MD with Joan O Keefe RD Pages 306 Price 19.99 Publisher Andrews McMeel Publishing LLC Contact (800) 851-8923 ADVERTISER Advertiser Index PAGE RS C4 5 3 27 17 7 43 C2 C3 9 39 41 11 1 13 16 4 3 11 10 5 14 1 15 6 12 13 7 2 8 PHONE WEB (281) 240-3332 (800) 421-6175 (888) 379-4552 (800) 874-9444 (909) 627-9293 (877) 354-6512 (800) 939-3199 (800) 243-5242 (888) 669-3663 (888) 669-3663 (800) 600-4634 (201) 246-1000 (888) 453-5058 (949) 855-2776 (949) 855-2776 personalcare Bluebonnet Nutrition Corp. Continental Vitamin Company Dr. Willard s Foodscience of Vermont Health Plus Inc. Life Extension Foundation Michelle s Miracle North American Herb & Spice NOW Foods (Personal Care) NOW Foods Pinnacle Labs Int l Inc. Proprietary Nutritionals Redd Remedies Wakunaga of America Wakunaga of America Industry Events September 18-21 CRN Annual Conference Montage Deer Valley Park City UT (202) 204-7700 September 25-28 Natural Products Expo East Baltimore Convention Center Baltimore MD (866) 458-4935 October 18-20 NPA Northwest Washington Convention Center Seattle WA (360) 385-1186 AUGUST 2013 WWW.VITAMINRETAILER.COM VITAMIN RETAILER 47 For 39 years Steven Foster has photographed and researched herbs from the Amazon rain forest to the highlands of Vietnam. He serves as Chairman of the Board of Trustees of the American Botanical Council (ABC) and associate editor of the organization s journal HerbalGram. Foster is the author or co-author of 17 books including National Geographic s Complete Guide to Medicinal Herbs (2010) and A Desk Reference to Nature s Medicine (2006 with Rebecca Johnson) awarded a 2007 New York Public Library Best of Reference. Back Talk Answer While with the Maine Shakers one of my jobs was to shadow visiting photographers--some of the world s great photographers. I learned photography from watching them work. Photos from my first roll of film from my first camera were published in a book on Shaker furniture. inal herbs best advance in the U.S. In a word science. However we must stay true to centuries-old herbal traditions enhanced with modern scientific tools particularly analytical chemistry. The science is moving forward faster than our ability to understand and assimilate it. It s important to remember that to understand nature you have to spend time in nature. Answer Question Where have you travelled to find herbs to photograph Is there an ephemeral (or other type of plant) you have yet to find I ve photographed herbs and medicinal plants on every continent except Antarctica. Really all plants are ephemeral when it comes to capturing their beauty. It s a matter of being in the right time at the right place. My list of plants to shoot or reshoot numbers in the thousands. Question Recently you visited the former Yugoslavia to help determine possible herbal markets. What did you find there What kinds of opportunities for commercialization of herbs exist there or in other struggling economies About 80 percent of European herbs on the market are wild-harvested in Europe particularly Eastern Europe. They have deep knowledge of herbs and herb use but sometimes struggle to understand modern market concepts. On top of a pristine wild mountain in the Balkans one herb trader asked Who can say these herbs are not organic I replied That s not the question. The question is Who can say they are organic That is why you need third-party verification. Answer Answer Question You have lectured and writSteven Foster Author photographer herbalist President Steven Foster Group Inc. P Box 191 .O. Eureka Springs AR 72632 (479) 253-2629 sfoster ten on herbal adulteration. What problems are you seeing What plants or herbs are most vulnerable I have written four review articles on adulteration issues for HerbalGram. Most current adulteration problems originate in high-value ingredient extracts imported from China. The problem of adulteration is as old as commerce itself. Answer Question At age 17 you began your work as an herbalist with a Shaker community. Please describe that experience. I went to the Sabbathday Lake Maine Shaker Community in the fall of 1974 in my senior year of high school at that point interested in going into the museum field. On my first day on the job a Shaker sister asked me to dig burdock root. Within a few weeks I worked in the Herb Department full-time from 1974-78. Everything I do now I started doing while I was there. I put in three acres of herb gardens and got a good deal of experience growing harvesting drying and processing herbs while studying historical herbal use in America. How did your photography of plants begin 48 VITAMIN RETAILER Question What are you working on next Continue doing what I ve done for 40 years--follow my passion to learn new things about herbs and medicinal plants each day. I m working on more books for example a third edition of A Field Guide to Medicinal Plants and Herbs Eastern and Central North America with Jim Duke (Peterson Field Guides Houghton Mifflin Harcourt). I m also working on herb adulteration projects for the ABC I believe it s increasingly important to present credible information and knowledge in the evolving media available to us today from books to hand-held devices--bridging the need for reporting on new information and understanding of herb use while at the same time embracing our traditional and historic herbal roots. WWW.VITAMINRETAILER.COM AUGUST 2013 Question What should natural product retailers be aware of regarding supplements and herbal adulteration Implementation of DSHEA (Dietary Supplement Health and Education Act) good manufacturing practices (GMPs) requires proper identification of ingredients. Standard common names on herb products should follow the American Herbal Products Association s (AHPA) Herbs of Commerce (2nd ed. 2002). For example there is no such thing as Chinese black cohosh. Chinese relatives of black cohosh should be labeled Chinese cimicifuga. Price points can be an important red flag. If something seems too good to be true it probably is not true. Embrace common sense. Answer Answer Answer Question Question How can the uses of medic- Circle Reader Service 15 Go to for info about this advertiser Circle Reader Service 16 Go to for info about this advertiser