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Description: In This Issue: Anticipating Trends, Essential Fatty Acids, Pre- & Probiotics, and Expo East Booth Preview V EX ISIT BO P OT O US H EA AT 5 ST 12 1 Go to nahs for info about this advertiser Go to wakunaga for info about this advertiser d o ou ter Pr or p up S f SEPTEMBER15 TABLEOFCONTENTS VOLUME 22 NUMBER 9 34 40 44 58 Features 34 Anticipating Trends Post Dr. Oz effect consumers are relying on other sources that are creating the latest trends at retail. Cover image provided by Jeff Hammond Hammond Photography. Columns 4 Off the Cuff 30 Retail Fundamentals 52 Supplement Science 56 Product Spotlight 58 Health & Nutrition 62 Natural Medicine 64 Expo East Booth Previews 40 EFA Update Consumers may be asking questions about EFA drugs vs. supplements and a published article excoriating EFA research--here s how to respond. 44 Prebiotics and Probiotics Delivering What Consumers Want People are making educated choices about adding pre- and probiotic supplements to their daily regimen. Copyright 2015. Vitamin Retailer (ISSN 1537-503x & USPS 0019-972) Volume 22 Number 9 September 2015. Vitamin Retailer is published monthly and twice in October by Vitamin Retailer Magazine Inc. 431 Cranbury Road Suite C East Brunswick NJ 08816 USA Phone (732) 432-9600 Fax (732) 432-9288. All rights reserved including the right to reproduce in whole or in part. Not responsible for unsolicited material. Opinions expressed in by-lined articles or advertisements are not necessarily those of Vitamin Retailer or its owners. Publisher is not liable for advertiser product claims or representations. Advertisers assume total responsibility for the contents of their advertisements. Printed in U.S.A. Basic annual subscription rate is 60.00. Periodicals postage paid at East Brunswick NJ 08816 and additional mailing offices. POSTMASTER Send all UAA to CFS. NON-POSTAL AND MILITARY FACILITIES send address corrections to Vitamin Retailer P.O. Box 15186 North Hollywood CA 91615-5186. Subscription Customer Service Vitamin Retailer P.O. Box 15186 North Hollywood CA 91615-5186 USA Phone (818) 286-3168 Fax (800) 869-0040 vrecs 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. Departments 6 Hot Sellers 10 Trending Now 12 Industry News 26 NPA Update 28 Research Update 60 Off The Press 69 New Products 70 Classified Ad 71 Advertiser Index 71 Industry Events 72 Back Talk Visit FreeProductInfo for FREE Product Information or Samples from All Vitamin Retailer Advertisers vitaminretailermagazine Also Sign Up for the FREE E-newsletter 2 VITAMIN RETAILER WWW.VITAMINRETAILER.COM SEPTEMBER 2015 Go to xlear for info about this advertiser OFFTHECUFF Clear Ideas his year s industry scrutiny has been unduly harsh such as the investigation of herbal products led by New York Attorney General Eric Schneiderman and HBO s Real Sports segment on dietary supplements. But in response the natural products industry has been placing more emphasis on transparency and it s been interesting to see what s being done. I had a discussion on how small supplement businesses could provide transparency with Beth Lambert CEO of New Jersey-based Herbalist and Alchemist (H&A) a company with just fewer than 20 employees. From the start H&A was set up to ensure botanical purity she said. The company addresses transparency by using botany to identify ingredients. Long ago we developed a relationship with Rutgers University to do third party identity testing for ingredients in a powdered form and for anything else we have questions on. We have added a commercial lab that has a good reputation for doing knowledgeable work. Botanical identity it is the No. 1 thing that both David [Winston RH (AHG) and H&A president] and I looked at investing in early on making sure that our specifications came from qualified resources. It s expensive to do it right but you have to make sure that you have the right material Lambert noted. H&A increased product prices 4 to 5 percent to cover the cost of testing and regulatory requirements including full microbial testing on all finished products. We have long done heavy metal testing and we ve added that level. Part of the price increase is to cover that issue she said. Lambert added that the company is listing more information about procedures on its website. As far as our price increase we sent a letter out to all of our customers and got wonderful responses back from people who want to support quality. The feedback included a sympathetic T response It must be difficult to deal with these issues wrote one customer. H&A still has the best tinctures on the market as far as I m concerned. Even the price increase elicited a positive response. I will happily pay a little extra for your products. I can be assured of what I am getting. There s no price too high for that another customer wrote. As for suppliers Lambert said H&A encourages small farmers to expand their businesses into the herbal market. And she also questioned the benefit of additional regulatory layers. We want safe consumables and good guidelines but you don t want to overburden people at the same time. You put regulation on when there s a necessity. What is the real balance Some ideas have come from MegaFood which recently released its Big T Transparency Initiative. The company announced that it would be granting deeper access to its production processes from ingredient sourcing to development testing and auditing to help build consumer trust. You can read more about this in a Q&A interview with MegaFood CEO Robert Craven on page 72. In other news I am sad to report the natural products industry lost a true leader--industry attorney Robert Ullman who passed away in August. Since the 1960s Ullman litigated in many of the industry s major battles. Bob s contributions to the natural products and dietary supplement industries cannot be overstated said Michael McGuffin president of the American Herbal Products Association. The benefits to consumers and much of the success that companies in these markets enjoy today can be attributed to his efforts. Bob s legacy will always be seen in the access enjoyed today to a wide array of products that promote health and well-being and in the prosperity of these industries. You can read more about Ullman s life and work on page 12. Publisher Editorial Director Associate Publisher Daniel McSweeney DanM Russ Fields RussF Advertising Roy Kieffer Sales Manager RoyK Advertising Gary Pfaff Sales Associate GaryP Editor-in-Chief Janet Poveromo JanetP Managing Editor Shari Barbanel ShariB Assistant Corinne Anderson Editor CorinneA Art Director Robert Certo Production Manager RobertC Production Assistant Bryan Zak Graphic Designer BryanZ Contributing Writers Gene Bruno MS MHS Jackie Fishman Michael T. Murray ND Cheryl Myers Lisa Schofield Steven Shapiro Esq. Cara Waters Circulation Rosie Brodsky Manager Rosie VRM Media Phone Fax E-mail Website President 431 Cranbury Road Ste. C East Brunswick NJ 08816 (732) 432-9600 (732) 432-9288 info Daniel McSweeney DanM 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. 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 Mission Vitamin Retailer magazine Statement is dedicated to providing Connect With Us Back Issues See the Table of Contents page for price and order information. vitaminretailer vitaminretailermagazine company vrm-media vitaminretailermagazine vrm_media 4 VITAMIN RETAILER WWW.VITAMINRETAILER.COM SEPTEMBER 2015 Go to reddremedies 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 Retailer Advisory Board of participating stores. It s organic non-GMO (genetically modified organism) fair trade and vegan. It s great for a cooking alternative to butter and it is great for hair and skincare-- very moisturizing. Our customers care about quality so this is an easy sell. --Lyndsay Grawey manager at Food Fantasies Naturally Springfield IL about Dr. Bronners Coconut Oil NORTHEAST SOUTHEAST THE GREEN GROCER Portsmouth RI VITAMIN MINERAL SUPPLEMENT Bromelain by NOW SPECIALTY SUPPLEMENT Stops Leg Cramps by Caleb Treeze HERBS BOTANTICALS Rhodiola Rosea by Gaia Herbs FUNCTIONAL FOOD BEVERAGE Raw Organic Coconut Water by Waterhill Naturals PERSONAL CARE Sun Care Products by Badger HOT PRODUCT OF THE MONTH Rescue Remedy by Bach JUICES WILD Buford GA VITAMIN MINERAL SUPPLEMENT Source of Life Gold Tablet by Nature s Plus SPECIALTY SUPPLEMENT CLA by Barlean s HERBS BOTANTICALS Tom Kat by Ron Teeguarden s Dragong Herbs FUNCTIONAL FOOD BEVERAGE Synergy Divine Grape by GT s PERSONAL CARE Elite Diatomaceous Earth by Elite Alchemy HOT PRODUCT OF THE MONTH Ultimate Monolaurin by Inspired Nutrition MIDWEST CENTRAL MAIN STREET MARKET Rapid City SD VITAMIN MINERAL SUPPLEMENT Vitamin D3 2000 IU by NOW SPECIALTY SUPPLEMENT Garcinia Cambogia Extreme by Innovavue HERBS BOTANTICALS Tart Cherry 1200 MG by Nature s Life FUNCTIONAL FOOD BEVERAGE ALK88 Alkaline Water Gallons PERSONAL CARE Lavender Oil by NOW HOT PRODUCT OF THE MONTH Buzz Away Extreme by Quantum Health FOOD FANTASIES NATURALLY Springfield IL VITAMIN MINERAL SUPPLEMENT Natural Calm by Natural Vitality SPECIALTY SUPPLEMENT Raw Probiotics by Garden of Life HERBS BOTANTICALS Turmeric Root Extract by Solaray FUNCTIONAL FOOD BEVERAGE Master Brew Kombucha & Tonics by KeVita PERSONAL CARE 100% Pure Jojoba Oil HOT PRODUCT OF THE MONTH Coconut Oil by Dr. Bronner s NORTHWEST WEST GOOD HEALTH EMPORIUM Sheridan WY VITAMIN MINERAL SUPPLEMENT Vitamin Code Raw Prenatal by Garden of Life SPECIALTY SUPPLEMENT Curamin Extra Strength by Terry Naturally HERBS BOTANTICALS Tumeric Standardize by Nature s Way FUNCTIONAL FOOD BEVERAGE Synergy Gingerberry Kombucha by GT s PERSONAL CARE Progesta-Care by Life Flo HOT PRODUCT OF THE MONTH Tri-Iodine by Terry Naturally TURTLE BACK OASIS MARKET-- THE NATURAL HEALTH SHOPPE Truth or Consequence NM VITAMIN MINERAL SUPPLEMENT Enhanced Energy by Kal SPECIALTY SUPPLEMENT Milk Thistle by Solaray HERBS BOTANTICALS Mullein by Solaray FUNCTIONAL FOOD BEVERAGE Kombucha Ginger by GT s PERSONAL CARE Andalou Naturals Line HOT PRODUCT OF THE MONTH Bulk Spices Retailers interested in having their stores featured in Hot Sellers can visit hotsellers. 6 VITAMIN RETAILER WWW.VITAMINRETAILER.COM SEPTEMBER 2015 Go to nordicnaturals for info about this advertiser Go to evalar for info about this advertiser TRENDINGNOW Olive Leaf Revelations The Unexpected Benefits of this Medicinal Plant Draw Consumer Interest live Leaf has been used for centuries as a medicinal plant dating back to ancient Egypt. While most people are familiar with the benefits of olive oil not everyone has heard about the olive leaf. But consumers are hearing about it and buying. Olive leaf products are trending at retail stores in the last few months said Juanita Landon assistant store manager of Garner s Natural Life in Columbia SC Vitamin Retailer s 2015 Retailer of the Year. Why Because the olive leaf is full of other plant compounds called polyphenols which have antioxidant properties making it very beneficial to the human body. On top of that consumers get the benefits of olive oil with having to consume excessive amounts of the high calorie fat. O BY CORINNE ANDERSON tolic 4.8 and 6.4 mmHg diastolic respectively) with no significant difference between the two groups Everson s report revealed. In other words the olive leaf extract performed as well as the prescription drug Antriasian said. It is important to note that because of the proven blood pressure-lowering effects of olive leaf extracts if consumers are taking blood pressure medication they must speak to their prescriber before starting the supplement. The Benefits The olive leaf produces oleuropein (a polyphenol) abundantly in its leaves as well as in the olive fruit itself. Oleuropein can help lower bad cholesterol and blood pressure prevent cancer protect against oxidative damage and help guard against cognitive decline according to a report by Julian Everson published on I wouldn t call olive leaf a trend as much as I would a revelation given the new data showing a plethora of unexpected benefits Vice President of sales and business development at Floridabased Life Extension Ron Antriasian said. The report goes on to say that the olive leaf extracts and their oleuropein constituents are best known for their blood pressure-lowering effects. Animal studies have demonstrated this along with results showing that not only does olive leaf help treat high blood pressure but it has the ability to prevent it as well. Olive leaf extract has multi-targeted anti-inflammatory effects. The polyphenol compounds have also been shown to directly prevent the formation of arterial plaques which means they can reduce the risk of heart attack and stroke in two ways according to Everson. The first involves adhesion molecules which cause white blood cells and platelets to form plaque on the arterial walls olive leaf helps reduce production and the number of these formations. And second they reduce platelet clumping which reduces the chance of any clots forming at plaque sites helping to prevent heart attack or stroke. to protect the brain and central nervous system from damage that occurs with strokes and degenerative conditions like Alzheimer s and even Parkinson s. During a trial researchers found that animals who were pre-treated with olive leaf extract compare to those not pretreated had a decline in injury to brain cells and a 55 percent decrease in dying brain tissue after experiencing a stroke according to Everson. Human studies showed that 500 mg supplementation of the olive leaf extract reduced hemoglobinA1c levels in diabetics. Supplementation [of olive leaf extract] also lowered fasting plasma insulin levels an important point because chronic insulin elevations may contribute to diabetics higher cancer risks Antriasian said citing Everson s report. Oleuropein has been shown to help fight cancer in the early stages of detection. Oleuropein prevents inflammation as mentioned above which is a cause of tumor growth. It also blocks signaling pathways and suppresses enzymes that cancer cells rely on to store energy Everson reported. The Future As the research continues on olive leaf polyphenols the scientific evidence for their benefit on human health broadens which is exciting Alene Johnson director of education for Washington-based Barleans said. Some recent research suggests that certain levels of oleuropein can assist with the protection of bone density she added. Barleans offers Olive Leaf Complex products which Johnson said are doing well for a few reasons most predominately--proactive protection from seasonal illnesses another benefit of olive leaf. As it s benefits become more widely recognized I anticipate this becoming a staple for many individuals Antriasian said Trends usually fade but the benefits of olive leaf in treating a myriad of ailments mean it truly is a multi-faceted product which can be used to manage blood pressure arterial health diabetes cognitive health and even arthritis. Other Health Benefits Age brings with it a change in health-- like aching joints but olive leaf extract has been proven beneficial to help lessen the risks and improve symptoms. Olive leaves have been used for many generations in the Mediterranean. They are utilized as folk remedies for arthritis and now scientific evidence has proven that olive leaf can aid in gout rheumatoid arthritis and osteoarthritis. Oleuropein prevents the accumulation of uric acid the cause of gout improved inflammation in joints as well as joint swelling. The olive extracts have also been able Heart Health According to a human study that measured olive leaf extract against captopril one of the conventional drugs used for treating hypertension they performed similarly. In this study patients with stage one hypertension (140-159 mmHg over 90-99 mmHg) took either 500 mg of olive leaf extract twice daily or 12.5 mg of captopril twice daily which was increased as needed to 25 mg twice daily. After eight weeks of treatment both groups experienced a drop in mean blood pressure from baseline (11.5 and 13.7 mmHg sys10 VITAMIN RETAILER References Julian Everson Unexpected Benefits of Olive Leaf Extract. June 2013 WWW.VITAMINRETAILER.COM SEPTEMBER 2015 Go to essentialformulas for info about this advertiser INDUSTRYNEWS Got News Send news press releases to Editor Vitamin Retailer 431 Cranbury Road Ste. C East Brunswick NJ 08816 JanetP Industry Attorney Robert Ullman Passes ndustry attorney Robert (Bob) Ullman passed away on August 15 2015 leaving a legacy of significant contributions to shaping the dietary supplements industry as we know it today. Bob and his wife Joan died together in an accident leaving behind their son Marc Ullman and daughter Gail Ullman Corbett according to a press release by The Shelton Group. Bob Ullman who was born in Frankfurt Germany on December 26 1933 graduated from New York University B.S. magna cum laude in 1955. He was a member of The Law Review at New York University School of Law from which he graduated with honors in 1961. Upon graduation he joined the firm of Bass and Friend which evolved into Bass and Ullman in 1969. Thirty years later when Bass and Ullman dissolved Bob formed Ullman Shapiro & Ullman LLP with his son Marc Ullman and colleague Steve Shapiro. A seasoned litigator with 45 years experience practicing law in the dietary supplements industry Ullman was awarded the President s Award from the National Nutritional Foods Association (now the Natural Products Association [NPA]) in recognition of his contributions in 2005. Bob Ullman was a true pioneer I when it came to representing the industry said NPA Executive Director and CEO Dr. Daniel Fabricant. His and Milt Bass work on so many landmark cases as NPA s attorneys still reverberates through all we do defending the industry on the regulatory judicial and legislative fronts. In addition to the wonderful work he did those who knew Bob knew him as dedicated husband father and friend. He will be sorely missed. Ullman was not only recognized for his day-to-day work in defense of industry interests but for his involvement in pivotal vitamin hearings before Congress and related lawsuits against the U.S. Food and Drug Administration (FDA) in the 1970s. These cases included the vitamins A and D case where the FDA attempted to categorize high dose vitamins as drugs as well as other precedent setting cases that have helped protect consumer access to dietary supplements. In the mid 1990s he handled the landmark Federal Trade Commission (FTC) case defending calcium s bone building properties on behalf of Metagenics. He was lead counsel in the Traco and Oakmont Black Currant oil cases which ended FDA s attempt to regulate dietary supplements as food additives and were cited by Senator Hatch as one of the justifications for his introduction of DSHEA (Dietary Supplement Health and Education Act of 1994). He also tried U.S. Postal and FTC advertising cases involving dietary supplements and direct marketing. My father literally dedicated his life to defending this industry and inspired us all by the passion he brought to defending his clients and the industry said son and partner Marc Ullman. A funeral for the couple was held August 19 at Gutterman s in Woodbury NY. Contributions in honor of Bob and Joan Ullman can be made to the Alzheimer s Association at Mark and Robert Ullman at 2005 NPA Event NOW Foods Annual Conference Draws More Than 150 Retailers N OW Foods 2015 Retailer Conference the 17th annual event drew more than 150 of NOW s retail customers from North America in a weekend of education networking and product training. Held in July the program focused on giving retailer customers in-depth knowledge of NOW s program and tools to help them increase sales. Presentations included All About NOW by Jim Emme CEO and Dan Richard national sales manager. Product Education by Neil Levin nutrition education manager. Aaron Secrist director of quality and research and research development described what goes into making quality products from the supply chain to testing and manufacturing how NOW guarantees what s on the label is in the bottle and a look at NOW s impressive resources dedicated to quality from the people to the high tech equipment. Amber Cerda marketing communications manager focused on the new supplement label research and positioning work. The keynote presentation given by Jeff Wright owner of Wright s Nutrients in Florida and former president of the Natural Products Association (NPA) shared tips to heath food store success. A tour of NOW s state-of-the art manufacturing and testing facilities in Bloomingdale IL was also included in the weekend event. This gave retailers a first hand view of how topnotch GMP (good manufacturing practice) compliance was achieved. For more information visit 12 VITAMIN RETAILER WWW.VITAMINRETAILER.COM SEPTEMBER 2015 Go to cvc for info about this advertiser Go to herbatint for info about this advertiser INDUSTRYNEWS DOJ Files Complaint Against Three WI Supplement Companies T he Department of Justice (DOJ) filed a complaint alleging that three Wisconsin companies manufacturing dietary supplements were not complying with the U.S. Food and Drug Administration s (FDA) current good manufacturing practices (cGMPs) and were misbranding their products. The complaint was filed in the Eastern District of Wisconsin against Atrium Inc. Aspen Group Inc. Nutri-Pak of Wisconsin Inc. and the owners of the three firms James F. Sommers and Roberta A. Sommers. The companies located in Wautoma WI sell dietary supplements to retail stores health care professionals and directly to consumers through the internet. The complaint alleged that the firms were violating the federal Food Drug and Cosmetic Act (FDCA) by failing to comply with cGMPs that among other things require manufacturers to establish specifications to ensure the identity and potency of the ingredients in dietary supplements. The complaint also alleged that the firms products were misbranded because they failed to identify the part of the plant from which the ingredients were derived did not list the number of servings per container and failed to identify the serving size. Supplements manufactured by the firms included Atrium brands Chole-Sterin Di-Acid Stim Ocu-Comp and Super-Flex Aspen brand Flexile-Plus and Nutri-Pak brands Glucobiotic Supreme and Ocu-Comp. Makers of dietary supplements who do not follow the FDA s regulations put the public at risk said Principal Deputy Assistant Attorney General Benjamin C. Mizer head of the Justice Department s Civil Division. The Department of Justice will continue to work with the FDA to try to make sure that consumers are ingesting safe products and are getting what they paid for. This case and the remedial actions required by the consent decree reflect the continuing focus of our office and the Justice Department generally in safeguarding and promoting the health and well-being of our people said U.S. Attorney James L. Santelle of the Eastern District of Wisconsin. The corrections that these companies are required to accomplish along with oversight and inspection of them will ensure compliance with the law and responsible sales to consumers. In conjunction with the filing of the complaint the defendants agreed to settle the litigation and be bound by a consent decree of permanent injunction that prohibits them from violating the FDCA. The consent decree requires the dietary supplement manufacturer to cease all operations and requires that if the defendants wish to resume manufacturing dietary supplements in the future the FDA first must determine that their manufacturing practices are in compliance with the law. The proposed consent decree is awaiting approval by the court. For more information visit Phytopurh Launches Website to Debut Phytocannabinoid Products hytopurh (Scottsdale AZ) announced that the company s website is live as a preview to the launch of its flagship products Phyto-100 and Phyto-500 in early fall 2015. Recognizing the growing demand for products in this category Phytopurh developed a proprietary Purh-Blend formula containing dietary phytocannabinoids from foods and plants including the finest quality eco-friendly full spectrum hemp. Our primary focus is to develop best in class pyhtocannabinoid products specifically targeting the food and beverage segment in this category said Marge Adelman senior vice president of marketing. We re pleased that our website is now live in anticipation of the debut of our products. Phytopurh s Chief Science Officer Brazos Minshew who has a long history of creating nationally recognized brands stated it is P our mission and hope that our customers enjoy our special phytocannabinoid foods created to help balance the endocannabinoid system and promote health harmony and happiness in the lives of our customers. New research is emerging that demonstrates endocannabinoids harmonize your immune system with your brain and stabilizes nerve impulses that can have a profound effect on health according to the company. Studies show that cannabinoids are beneficial for immune function circulation digestion and hormone balance. The company said that the shopping cart will open in early fall for the general public and are taking pre-orders from retail stores who qualify for wholesale pricing. For more information call (866) 737-7874 or visit Go to healthplus VITAMIN RETAILER 15 SEPTEMBER 2015 WWW.VITAMINRETAILER.COM INDUSTRYNEWS New Medical Research Reporting Requirements May Lead to Fewer Positive Outcomes he adoption of new transparent reporting standards may have contributed to a significant reduction in the percentage of studies reporting positive research findings among large-budget clinical trials funded by the National Heart Lung and Blood Institute a study published in the journal PLOS ONE found. T Fifty-seven percent of large-budget clinical trials evaluating drugs or dietary supplements for the treatment or prevention of cardiovascular disease published from 1970 to 1999 reported positive outcomes while only 8 percent were published between 2000 and 2012 researchers from Oregon State University and the federal Agency for Go to frey for info about this advertiser 16 VITAMIN RETAILER Healthcare Research and Quality found. The new reporting standards were phased in around 2000. Under the new regulations researchers conducting drug or dietary supplement trials using human subjects are required to identify projected outcomes and register their trials on the website before they begin to collect data said the study s co-author Veronica Irvin an assistant professor in Oregon State University s College of Public Health and Human Sciences. is a database of clinical trials using human subjects from studies around the world. When entering their trial into the database researchers are required to specify the outcome they will focus on. In the past a researcher might have published an aspect of a study that was successful even if the study overall did not produce the expected results. But the new requirements mean investigators are less likely to change their analysis plan to consider another outcome that by chance may have shown a positive result following drug treatment she said. Some people focus only on positive results said Irvin whose research interests include publication bias and transparency in reporting research outcomes. Null outcomes or results other than what was expected might be disappointing but they may inform doctors and patients about which treatments are not likely to be helpful. Publication of null results also prevents the unnecessary replication of the study by other investigators. is accessible to the public which improves transparency for clinicians patients and others interested in learning more about a drug s development or efficacy she said. For more information visit or plosone. WWW.VITAMINRETAILER.COM SEPTEMBER 2015 Go to carlson for info about this advertiser INDUSTRYNEWS Choline During Pregnancy is Critical to Brain Development of Fetus C holine offers health benefits to women throughout their lives according to Marie Caudill PhD RD professor Division of Nutritional Sciences at Cornell University. Choline is an essential nutrient with critical roles in reproductive outcomes and women s health. It is especially important during pregnancy and plays a vital role in development of the brain in the fetus and in infants Research shows increasing maternal choline intake may lower the risk of having a baby with brain or spinal cored birth defects Caudill said. Insufficient choline in the fetal brain adversely affects the development of the hippocampus and cortex--areas of the brain that regulate higher thinking and memory including visual memory. These are the brain areas children use for mental math and adults employ to remember where to find their car in a parking lot. According to Steven Zeisel MD PhD Kenan Distinguished Professor in the department of nutrition and director of the Nutrition Research Institute at University of North Carolina a mother s choline consumption during pregnancy affects the child s IQ and memory tests. The mother s choline intake during pregnancy can be related to children s performance when they re school age Zeisel said. He noted that children born to women with lower intakes of choline during the first and second trimesters of pregnancy did not perform as well in intelligence and visual memory tests at seven years of age as did children born to women who had consumed higher levels of choline during pregnancy. In 1998 The Institutes of Medicine (IOM)--the public health arm of the National Academy of Sciences-- documented the important role of choline in pregnancy and lactation. IOM set the Adequate Intake (AI) recommendations at 425 mg per day for women 450 mg per day for pregnant women and 550 mg per day for lactating women. In addition to its impact on the brain throughout life choline also acts like a folate in preventing neural tube defects (NTD) in fetal development. Neural tube birth defects such as anencephaly or spina bifida occur early in pregnancy before many women realize they are pregnant. Currently more than 90 percent of the U.S. population does not meet the AI recommendation for choline. Because consumption of choline-rich foods like eggs and liver has decreased in recent years it is almost always necessary to supplement the diet with choline. Women should check their prenatal vitamins for choline not all multivitamins including prenatal vitamins contain choline. For more information visit Go to hyalogic for info about this advertiser 18 VITAMIN RETAILER WWW.VITAMINRETAILER.COM SEPTEMBER 2015 Go to nowsolutions for info about this advertiser INDUSTRYNEWS Ultimate Flora Probiotics Celebrates Anniversary T en years ago Renew Life (Palm Harbo FL) developed a highpotency multi-strain formula using researched and proven good bacteria found in a naturally diverse and healthy gut. September 2015 marks the 10 year anniversary of Ultimate Flora line of probiotics and they are celebrating with their Power Your Gut in 10 Days campaign for optimal digestive health. Our commitment to bringing consumers effective probiotics that make a difference in their lives has driven our success over the last decade said Ron Fulgate CEO of Renew Life. During the company s 10th anniversary celebration Renew Life is offering Ultimate Flora Bonus Packs in 13 of their most popular probiotic formulas with 10 extra capsules. Renew Life plans to throw a party for health food store retailers on September 18 at the Natural Products Expo in Baltimore MD. Consumers will have a lot of ways to celebrate the special anniversary including in-store coupons and other deals plus they ll get several chances to win a one year supply of Ultimate Flora in the Ultimate Probiotic Giveaway by registering to win through the Renew Life Facebook page. They can also participate in a free Ultimate Flora challenge Power- Your-Gut in 10 Days with online bloggers. Ultimate Flora continues to drive innovation in the probiotics category recently launching fizzy drink mixes and gummies for those who prefer forms other than capsules. Along with its trademark line of refrigerated supplements the Ultimate Flora line also contains shelf-stable options including Go Packs that require no refrigeration. Ultimate Flora high potency probiotics are guaranteed through end of shelf life not when manufactured like many other brands. They also come in convenient once daily delayed release vegetable capsules to help resist stomach acid and ensure that delicate probiotics reach the intestines where they do most of their work Fulgate said. For more information visit Go to maximumliving for info about this advertiser 20 VITAMIN RETAILER WWW.VITAMINRETAILER.COM SEPTEMBER 2015 Go to naturalvitality for info about this advertiser INDUSTRYNEWS Navitas Naturals Makes Inc. s List of Fastest Growing Companies nc. magazine has ranked Navitas Naturals 1 958 on its 34th annual Inc. 5000 an exclusive ranking of the nation s fastest-growing private companies. Over the last three years Navitas Naturals sales of organic super foods rose 202 percent and they added 58 employees for a total of 96. Released by Inc. the list represents the most comprehensive look at the most important segment of the economy--America s independent entrepreneurs. Navitas Naturals The Superfood Company is based in Novato CA and started up in 2003. CEO and founder Zach Adelman and his team seek out nutrient dense super foods used for centuries around the globe and make their benefits available for use in modern day. Adelman sources products that are sustainably harvested and runs an eco-friendly health food business that helped I make Navitas Naturals a leader in the organic industry. We were the first to bring a large group of global organic super foods to market as a full line said Adelman. There are competitors out there but no one has focused on super foods as a category and branding concept to the degree that we have. Navitas Naturals products are certified organic kosher non-GMO (genetically modified organism) and gluten free. The company uses methods such as freeze-drying and low temperature processing to ensure maximum nutrition and flavor. Navitas stands out from the crowd because we don t use traditional industrial food processing techniques said Adelman. We simply offer pure whole foods that are not compromised by high heat additives fillers or preservatives. The 2015 Inc. 5000 unveiled online at with the top 500 companies featured in the September issue of Inc. is the most competitive crop in the list s history. The average company on the list achieved a threeyear growth of 490 percent. The Inc. 5000 s aggregate revenue is 205 billion generating 647 000 jobs over the past three years. Complete results of the Inc. 5000 including company profiles and an interactive database that can be sorted by industry region and other criteria can be found at Inc. s website. For more information visit Go to michelles for info about this advertiser 22 VITAMIN RETAILER WWW.VITAMINRETAILER.COM SEPTEMBER 2015 Go to nahs for info about this advertiser INDUSTRYNEWS Gummy Supplements Recalled in Canada C hurch & Dwight Canada Corp. and Health Canada are voluntarily recalling all lots of L il Critters Vitamin D3 (NPN 80025335) after the company s testing identified levels of vitamin D that exceed what is indicated on the product label. The levels are more than the tolerable upper intake for children eight or younger. Excessive intake of vitamin D for children under eights years of age can lead to vitamin D intoxication which can cause headache nausea vomiting constipation lack of appetite irritability dehydration fatigue and weight loss the health agency stated. Vitafusion Calcium Adult Gummy Vitamins was also recalled for containing more vitamin D that the label indicates. This is cause for concern for women who are pregnant as it is not recommended that they consume more than 4 000 IU a day. It is not clear where in Canada or which stores the products were sold. Health Canada is monitoring the recall and encouraging consumers to report any reactions associated with these products. For more information call (800) 267-9675 or visit derma e (Simi Valley CA) announced two new hires to its sales and training teams Christina Cavin the new Western regional sales manager and Paula Lopez as Eastern regional trainer. Cavin has more than 10 years of experience in the natural products industry including roles in sales and account management at Rainbow Light Vega Source Naturals Boiron and Renew Life. Cavin will grow derma e distribution and retail penetration across the Southern Pacific Northern California and Pacific Northwest as well as working in territory development PAULA LOPEZ CRISTINA CAVIN account management broker team management and execution of tactical retail programs. Lopez a licensed esthetician in Florida and California joined the derma e team with more than 15 years of experience in the skincare and spa industry. Her experience includes working as a regional trainer for Murad Skincare servicing Massage Envy ULTA and Sephora. You re Hired Go to generexlabs for info about this advertiser 24 VITAMIN RETAILER WWW.VITAMINRETAILER.COM SEPTEMBER 2015 Go to essentialformulas for info about this advertiser NPAUPDATE Leading Industry Association Speaks Directly to Vitamin Retailer s Readers PACs Continue To Grow In Influence On Capitol Hill utside of Washington D.C. unless you re working in government PAC is not an acronym that you hear very often discussed at your dinner table. Political Action Committees or PACs are organizations that collect contributions which are then distributed at the discretion of the business union trade association or other entity in charge to various political candidates usually in the House of Representatives or Senate who believe in and support the goals and ideals of that group. PACs allow businesses to have a collective voice in Congress. It is estimated that more than half of the American population uses dietary supplements on a daily basis ranging from daily vitamins and minerals to amino acids botanicals and sports supplements. Despite the wide usage across the country of both men and women children and adults this is an industry that is constantly finding itself under fire both from the media and elected officials. Industries of similar size and smaller have donations pouring into their PACs working on their behalf however the dietary supplement industry does not seem to be as organized politically or proactively. Despite internet articles about our industry that include terms like big money PACs representing this space often have difficulties raising enough funds to make a significant impact. This is something that often leaves those advocating on behalf of the industry scratching their heads. Whether someone likes to hear it or not Washington is greatly influenced by PACs and the money that comes with them. Whoever can find the most money to donate who can host the most fundraisers and who can be seen to be the most supportive will likely find themselves to be on the winning side of whichever issue they are advocating for. The American Association for Justice an association that often comes out swinging in opposition of the industry is known to be a powerhouse donor and their O It is estimated that more than half of the American population uses dietary supplements on a daily basis ranging from daily vitamins and minerals to amino acids botanicals and sports supplements. Despite the wide usage across the country of both men and women children and adults this is an industry that is constantly finding itself under fire both from the media and elected officials. PAC spent upwards of 7 million in 2014 alone. In the first half of 2015 alone dietary supplement industry advocates have had to put out multiple fires at both the state and federal levels. In February New York Attorney General Eric Schneiderman came out firing against the industry when he asked four major supplement retailers to stop their sales of certain products after his independent tests (using what is widely known to be a flawed testing method) failed to show the presence of the plant ingredients they were said to contain. Things seemingly calmed down for a while after this sparked a media firestorm against the industry until longtime industry critic Senator Richard Blumenthal (D-CT) introduced amendments to the National Defense Authorization Act (NDAA) which would have limited military access to supplements which they rely on to stay in fighting shape on their bases both here in the U.S. as well as around the world. Thanks to swift action by industry trade associations and the congressional industry champions these amendments were left off of the bill and soldiers access to the supplements they use for their preventive health on a daily basis remained intact. Without the allies that the dietary supplement industry has in Congress these amendments could have very well been included on the bill which passed the Senate easily with a 71-25 vote. The fight to protect the dietary supplement industry is far from over. While unsure of the exact timing industry critic Senator Richard Durbin (D-IL) is inevitably going to reintroduce his Dietary Supplement Labeling Act which he previously introduced in both 2011 and 2013. Judging by the first versions of this bill this legislation will undoubtedly lead to redundant regulations for the industry and will include provisions that will make getting quality products to consumers very difficult. The industry needs to get out ahead of this bill and garner as much support in Congress prior to its introduction. Dan Fabricant PhD Executive Director and CEO Natural Products Association 26 VITAMIN RETAILER WWW.VITAMINRETAILER.COM SEPTEMBER 2015 Go to ajinomoto for info about this advertiser RESEARCHUPDATE Using Garlic to Combat Antimicrobial Resistant UTIs arlic extract may be an effective weapon against multi-drug resistant strains of pathogenic bacteria associated with urinary tract infections (UTI) according to a recent study published in the Pertanika Journal of Tropical Agricultural Science. Conducted by researchers at the Birla Institute of Technology and Sciences in India the study found that even crude extracts of [garlic] showed good activity against multidrug resistant strains where antibiotic therapy had limited or no effect. This provides hope for developing alternative drugs which may be of help in fighting the menace of growing antibacterial resistance the team stated. A UTI is the second most common infectious disease encountered in community practice. Worldwide approximately 150 million people are diagnosed each year with a UTI at a total treatment cost in the billions of dollars. Although UTI is usually treat- G ed with antibiotics emerging antimicrobial resistance compels us to look back into traditional medicines or herbal products which may provide appropriate acceptable alternative solutions the authors argued. Garlic (Allium sativum) has been traditionally used for the treatment of diseases since ancient times. A wide range of microorganisms-- including bacteria fungi protozoa and viruses--are known to be sensitive to garlic preparations. Allicin and other sulphur compounds are thought to be the major antimicrobial factors in garlic. In the study the team found that 56 percent of 166 bacteria strains isolated from the urine of people with UTI showed a high degree of resistance to antibiotics. However approximately 82 percent of the antibiotic resistant bacteria were susceptible to a crude aqueous extract of Allium sativum. According to the researchers ours is the first study to report the antibacterial activity of aqueous garlic extract against multidrug resistant bacterial isolates from infected urine samples leading to UTI. To conclude there is evidence that garlic has potential in the treatment of UTI and maybe other microbial infections the team said. However it is necessary to determine the bioavailability side effects and pharmacokinetic properties in more detail. For more information visit Elderberry Benefits Air Travelers T he negative health effects of international air travel are well documented but now it seems that the common elderberry can provide some relief. Associate Professor Evelin Tiralongo and Dr. Shirley Wee from Griffith s Menzies Health Institute Queensland (MHIQ) in Australia have completed a clinical trial showing that an elderberry supplement can provide some protection from cold and flu-like symptoms following long-haul flights. Intercontinental air travel can be stressful and affect a passenger s physical and psychological wellbeing. While jet lag and fatigue remain the best known problems air travelers also often experience upper respiratory symptoms. Presenting their results at the 21st Annual International Integrative Medicine Conference in Melbourne the research team showed how elderberry appears to reduce the duration and severity of the cold. The randomized double-blind placebo-controlled clinical trial was conducted with 312 economy class passengers travelling from Australia to an overseas destination. Cold episodes cold duration and symptoms were recorded in a daily diary and participants also completed surveys before during and after travel. We found that most cold episodes occurred in the placebo group but the difference between the placebo and active group was not significant. However the placebo group had a significantly higher number of cold episode days and the symptom score in the placebo group over these days was also significantly higher said Tiralongo. Complementary medicines are used by two in three Australians thus increasing the evidence base of these medicines should be at the forefront of our efforts. It s often forgotten that the evidence for various herbal medicines is extract specific Tiralongo continued. The trial used capsules containing 300 mg of a standardized proprietary membrane-filtered elderberry extract which has shown to be effective in working against respiratory bacteria and influenza viruses. The Griffith study follows recent European research published in the open access journal Current Therapeutic Research which suggests that a combination of echinacea herb and root extract supplemented with elderberry can be as effective as the conventional antiviral medicine Tamiflu for the early treatment of influenza. For more information visit 28 VITAMIN RETAILER WWW.VITAMINRETAILER.COM SEPTEMBER 2015 Go to naturesplus for info about this advertiser RETAILFUNDAMENTALS Labeling Responsibility Retailer and Understanding basic label requirments is fundamental knowledge for natural product retailers. By Steven Shapiro Esq. his year has been a difficult one in the news media for the dietary supplement industry. In February the New York State Attorney General (AG) issued a press release announcing that his office had sent letters to four major retailers for allegedly selling store brand herbal supplements that either could not be verified to contain the labeled dietary ingredient or that were found to contain ingredients not on the labels. The industry quickly responded that the test methodology used by the AG-- DNA barcoding--was flawed. It was argued that DNA barcoding is not an appropriate methodology for testing processed herbal extracts as opposed to unprocessed botanicals. Herbal extracts are primarily consumed for their photochemicals and any DNA is degraded or destroyed during the extraction process. The industry also responded that dietary supplements as with any other food product might contain incidental additives and processing aids which are exempt from being listed on the label pursuant to FDA (U.S. Food and Drug Administration) regulations. In fact it now appears that most and perhaps all of the products cited by the AG were actually compliant with FDA T requirements. Unfortunately the popular news media ran with the story and months later we are continuing to see news reports discussing the unregulated dietary supplement industry selling snake oil products that do not contain the labeled ingredients and do not work as promised. It is also unfortunate that we continue to see news stories of products marketed as dietary supplements that contain unlisted pharmaceutical compounds that pose a great potential danger to the unwary consumer. Such products are not dietary supplements regulated by DSHEA they are unapproved drugs illegally masquerading as dietary supplements. In this environment it is critical that retailers understand the legal do s and don ts applicable to the products that they sell. Customers have read the news stories and may justifiably have concerns about the quality and safety of dietary supplements. It is obviously important for retailers to be able to assure their customers that they operate in a wellregulated environment and that the products on their shelves contain the listed ingredients and are safe for use as labeled as well as providing the benefits claimed. New Product Scrutiny So what can retailers do Clearly any new product to be carried in the store should be properly investigated. Does the product meet the basic FDA labeling requirements Retailers should have a basic understanding of what information is required on dietary supplement labels. FDA has made available on its website a Food Labeling Guide and A Dietary Supplement Labeling Guide which contain valuable information about the basic requirements. Is the product identified as a supplement Is the manufacturer or distributor identified with a complete domestic address or city state and Zip Code with a complete domestic telephone number so that consumers can should there ever be a need to send adverse event reports. Is there a Supplement Facts box and a list of ingredients or other ingredients and do they appear to be compliant Further are the label claims appropriate structure function claims or do they appear to be disease related If diseaserelated are they approved FDA health 30 VITAMIN RETAILER WWW.VITAMINRETAILER.COM SEPTEMBER 2015 Go to neocell for info about this advertiser RETAILFUNDAMENTALS claims or qualified health claims It is understood of course that a retailer need not know all of the fine distinctions that FDA makes for each and every type of claim--what are food and drug lawyers for But a retailer should have a basic understanding of the FDA requirements and should be able to recognize when claims are obviously unacceptable. Certainly if any claim raises suspicions or is otherwise questionable the retailer should contact the company for an explanation or contact someone with the appropriate knowledge such as at a trade association or counsel for additional information. What about the suitability of the ingredients FDA has brought enforcement actions against companies including retailers marketing products containing DMAA (also known as 1 3dimethylamylamine or methylhexanamine) an amphetamine derivative that can potentially cause narrowing of blood vessels and arteries can elevate blood pressure and lead to serious medical conditions. A retailer should be able to look at a label and when seeing something a little strange not ginseng or gingko but rather 1 3-dimethylamylamine be able to ask the supplier to explain exactly what the ingredient is and the basis for knowing that it is acceptable in a dietary supplement. Again trade associations and legal counsel may be helpful. In any event if an acceptable explanation is not received then a responsible retailer will refuse to stock the product. Tell the supplier to provide you with the information necessary so that you know that it is safe and legal. If you cannot obtain an acceptable response choose to not carry it. issues ask how were they addressed. Ask if the company has received any FDA warning letters which can indicate potentially serious violative conduct and are available on FDA s website. In fact FDA warning letters are public documents and the most recently issued are posted on the FDA website every Tuesday morning. The letters can be extremely informative and certainly provide information as to what FDA is currently thinking and doing. It would be advisable that everyone associated with the industry review them on a weekly basis. FDA also has a sign up where anyone can receive emails concerning recalls market withdrawals and safety alerts. This certainly would seem like useful any information for a retailer. Ask about how the products are manufactured How are raw materials selected Is every ingredient shipment analyzed to ensure that it is correctly identified How does the company assure label accuracy How are finished products validated including substantiation of expiration dates It is not acceptable to assign them randomly or to rely on dates assigned to the raw materials used in a product. Are there actual shelf life studies on finished bottled product These are questions that any responsible manufacturer should be happy to answer. Ask what the company does if ingredients fail identification testing or if finished products fail potency testing. Are they destroyed What steps are taken to ensure that all products are compliant If possible tour the facility. The company named on the label--your retail store--remains fully responsible for ensuring that the product was manufactured in accordance with required good manufacturing practices. As stated in a recent FDA warning letter As an own-label dietary supplement distributor that contracts with a manufacturer to manufacture a dietary supplement that you distribute under your own label you have an obligation to know what and how manufacturing activities are performed so that your firm can make decisions related to whether your packaged and labeled dietary supplement products conform to established specifications and whether to approve and release the products for distribution ... Your firm s quality control personnel must ensure that your manufacturing packaging labeling and holding operations ensure the quality of your dietary supplements and that your dietary supplements are packaged and labeled in accordance with established specifications ... Among other things you should very seriously consider having a quality agreement with your contract manufacturer. This is a document that should be separate from the purchase contract which does not contain any financial or business information. Although not required by FDA but highly recommended it is intended to establish the responsibilities of each party to ensure the quality of the products sold under your label. In addition you will want to discuss insurance coverage in the event that there are any claims concerning the products. A retailer should ask if the manufacturer would agree to indemnify their store or company under its insurance policy. With a good understanding of the basic legal requirements applicable to the manufacture and marketing of dietary supplements retailers can ensure that they are providing their customers with safe properly labeled products that will help them as claimed. VR Steven Shapiro Esq. is a partner in New York-based Ullman Shapiro & Ullman His practice focuses on the dietary supplement natural products industry with a particular emphasis on U.S. Food and Drug Administration (FDA) and Federal Trade Commission (FTC) compliance issues including labels labeling and advertising claims. AER and Private Label Finally and this can be important for retailers ask about how customer complaints and adverse event reports are handled. As a retailer it is quite likely that a consumer will return to your store in the first instance and make their complaint to you. You will want to ensure that the companies supplying your store with products will adequately respond to any of your customer s potential issues. Many retail stores carry their own product lines that they have made by contract manufacturers. This was the situation for some of the retailers cited by the New York AG. FDA considers such a company named on the label to be an own label or private label distributor. Such an own label distributor may contract with a manufacturer to produce the product but cannot contract away its responsibilities under the law. Check Compliance Retailers should also investigate the companies where they purchase products. Retailers can inquire if the company is aware of it obligations to follow FDA s good manufacturing practice regulations and whether they actually do. Certifications or verifications from UL USP (U.S. Pharmacopeia) or NSF can indicate a company s intent to make compliant product although certifications are not guarantees that the product is in fact compliant and should therefore not be the only thing that a responsible retailer considers. Ask when the company was last inspected by FDA and whether there was a Form 483 (inspection report). Minor observations are common but if there are serious 32 VITAMIN RETAILER WWW.VITAMINRETAILER.COM SEPTEMBER 2015 Go to pinnaclelabs for info about this advertiser Post Dr. Oz effect consumers are relying on other sources that are creating the latest trends at retail. By Jackie Fishman The participants are Ramona Billingslea Marketing Manager Betsy s Health Foods Houston TX Juanita Landon Assistant Store Manager Garner s Natural Market Columbia SC Todd Pauli Partner The Shelton Group Carmela Wolf Wellness Manager Down to Earth Honolulu HI O ne man and his show created a force of sheer domination in the supplement market since its inception in 2009. Dr. Oz and his hugely popular daily TV program The Dr. Oz Show created a demand for supplements unlike any other single show program or personality had done in the past according to retailers in their response to a 2013 national survey. But in June 2014 Dr. Oz found himself defending some of his product endorsements before a Senate panel over his claims that certain substances can cause miracle weight loss. As the host of The Dr. Oz Show he was grilled over his endorsements of certain weight loss ingredients. Shortly thereafter his stature in the natural food and supplement market took a tumble but the supplement market continued to thrive albeit minus the strength of the affirmations that he had provided. How has this development changed the face of the retail market in the year that has followed Vitamin Retailer (VR) surveyed several manufacturers and retailers to sample the changes that have occurred in consumer demand and interest in health food and supplements now that a year has passed. In this roundtable discussion their responses point to the continued importance of consumer education and research while product and ingredient trends are developing independently of a single trusted source and instead are becoming known through a variety of social media and traditional media avenues. VR How has the development concerning Dr. Oz changed what you see happening in the supplement market on the retail level Pauli Since his congressional subcommittee hearing testimony there seems to be less reliance on the latest thing Dr. Oz raves about for bumps in sales and less merchandising built around his recommendations than at the height of his popularity. We re also not hearing manufacturers talk about the sudden run on a relatively obscure product that Dr. Oz mentioned either. Billingslea What we have seen at 34 VITAMIN RETAILER Celebrating 20 Years of Excellence 1994-2014 WWW.VITAMINRETAILER.COM SEPTEMBER 2015 WWW.VITAMINRETAILER.COM MAY 2014 Go to scandinavian for info about this advertiser Betsy s Health in Houston TX is a definite decrease in the number of customers coming into the store with Oz on their lips. We have recently had an increase of major chains like Sprouts and Whole Foods Markets in our area which began around the same time Dr. Oz changed his approach. Both of these changes have contributed to a drop in our customer count for two years that is just now beginning to climb back. Wolf At our store we no longer see many customers asking for the latest Dr. Oz miracle product but they do still come in looking for the products and ingredients he has talked about lately. I don t watch his show or others like it but I am guessing he is doing less shows about specific supplements. The raspberry ketones that got him in trouble have completely died in sales over the past year. Once they sell out we won t be reordering any more nor will we order more of some of the other products he has touted for weight loss. Landon I believe the developments following the testimony of Dr. Oz to Congress have made the natural health community stronger. Dr. Oz and others before him have laid a solid foundation for consumers to make well-rounded health decisions including supplementation of herbs greens vitamins synthetics (hormones amino acids etc.) nutrition and exercise. Having conventional doctors support a more natural based way of living I feel only helps bridge the gap between nutrition and health of the mind body and soul. I have witnessed continued support of Dr. Oz s suggestions of natural herbs or supplements. Recently consumers are doing more homework and asking our wellness consultants more questions on the benefits of certain products before considering a purchase. We are glad to see customers take responsibility for their own health because not every new trend works for everyone. VR Are there any new products or ingredients that have become trendy recently and how has that happened Pauli Curcumin is an interesting example of a product that had been bubbling just below the surface finally breaking out into the mainstream. It s been heavily researched for the past decade in particular with very positive results. Initially looked at for arthriticlike symptoms there is a lot of evidence that it can have benefits for most conditions with an inflammation connection. Once the health care community saw a number of published clinical studies and more people tried it with good results word-of-mouth became the driving factor. And this phrase includes social media and blogs. Billingslea In Houston the biggest new trend is essential oil products. Several multi-level companies have customers abuzz with their products. At Betsy s Health Foods we get multiple questions weekly from people looking for the multi-level formulas at more affordable prices. This trend has been fueled by word-of-mouth and social pressure. Someone at work or in your social set decides to sell the product and the next thing you know you are buying some to try out. It s like Tupperware for natural foods. Go to capsugel for info about this advertiser 36 VITAMIN RETAILER (Continued on page 37 after Gluten Free Retailer) WWW.VITAMINRETAILER.COM SEPTEMBER 2015 (Continued from page 36) We have also seen people come in asking about condition-specific formulas they have seen on TV or found on the internet. We get many emailed questions about whether or not we carry these products. When we research them we usually find a website filled with non-Dietary Supplement Health and Education Act (DSHEA) statements that are deceptive to someone unfamiliar with the industry. The fact that these products are marketed by companies I have never heard enforces my commitment to educate and reach out to customers to inform them of the strict structure-function guidelines our industry has in place. Wolf At our store chia seeds are everywhere (food drinks fibers protein powders etc.) which is fine by me as they are a healthy food (good source of soluble fiber omega-3s protein minerals etc.) with many applications. For example we use them as an egg replacer in our gluten-free blueberry buckwheat pancakes at home. I am also very happy to see more and more brands come out with truly 100 percent food sourced vitamins (Garden of Life MyKind Organics Sun Warrior Raw Vitamins Country Life s Real Food Organics Daily Vitamins Natural Factors Whole Earth & Sea and Nature s Plus Source of Life Garden Vitamins). This industry trend is exciting to see moving away from synthetic vitamins to real food-sourced ones that can be organic certified and or non-GMO (genetically modified organism) verified. Landon Yes we do have a number of new trending items in our store currently. Some of the most popular include Doterra essential oil products Country Life Real Food Organics Multi-Vitamins Now Solutions Ultrasonic Faux Wood Grain Diffuser Garden of Life products and Health Force products. The three things I believe influences these trends are 1. The free publications we provide which highlight natural living and include facts about nutrition exercise and living a more natural life safer and healthier ways to clean and information on natural products. 2. Our staff s instruction about living a natural lifestyle using information from natural product company representatives instruction. Each company has a story of how using their supplements or changing one s diet and adding daily exercise impacts lives. 3. Finally our customers communicate the benefits they experience to family and friends. So our influencers are our actual customers. VR Has social media influenced these trends Can you give examples Pauli Today social media is woven into consumers lives so intricately any consumer trend will be partially shaped by social media. With natural products some trends are more easily enforced by social media than others. Essential oils represent a product category that has enjoyed a lot of attention lately largely due to social media. Essential oils lend themselves well to social channels because beyond product facts consumers can easily share oil blends for a myriad of uses ranging from aromatherapy to making their own household cleaners. This product category fits perfectly with the do-it-yourself trends popular with bloggers and other social media influencers. Billingslea Since social media has mushroomed the capabilities of word of mouth testimonials have followed suit. It makes sense that social media plays a role in what interests customers looking for solutions to certain problems or for a healthier lifestyle in general. I believe the trend in essential oils has been aided by the ability of people to sell the multi-level product on their personal social pages and make claims they don t realize may actually be illegal. Because the people reading such posts are presumably friends of the person writing the post then they will more easily jump on the bandwagon. Wolf Social media influences everything these days but I am not so plugged into that anymore to know personally. Landon Yes social media has helped influence a large customer base for all of our stores. We have several ways that we us social media including Facebook. On our Facebook Go to nutritional page we share the Employee Pick of the Month. Each employee at our Columbia store highlights a product that has worked well for them. We then have the option of writing an article or producing a video about that product. This option has brought us great success with customers who are considering natural options but want first-hand testimonies before making a purchase. We also highlight do-it-yourself ideas on our Facebook page. For example we show how to make facial masks using bulk items natural cleaning solutions using essential oils and how to enhance your protein or smoothie drinks. When I speak to customers there are two blogs newsletters I usually suggest to help them expand their knowledge of new and existing natural supplements. My favorite is Dr. Mercola s weekly newsletter and Natural News. Both of these newsletters stay ahead of the trends and give detailed information on the true benefits of popular supplements. Also our website offers a wealth of information and we have an email signup list to keep our customer informed. We feature a section called Ask the C.N.H.P (Certified Natural Health SEPTEMBER 2015 WWW.VITAMINRETAILER.COM VITAMIN RETAILER 37 Professional). This service connects our customers to a Certified Natural Health professional if they want to discuss issues in the comfort of their home before entering the store. Go to cestsibon 38 VITAMIN RETAILER VR Are there still strong influences by advertising in traditional media like TV magazines on consumers interest in supplements and specific ingredients Can you provide an example or source of information or any specifics you may have either witnessed or heard about from your retailers Pauli Although social media influence grows traditional media like TV and magazines still continue to have influence over consumer behavior. Product manufacturers realize that while social mediabased marketing is highly targeted it s usually not as wide reaching as a wellplanned television or print campaign. With consumers getting their product information from so many different communication channels they have more power than ever to seek out for product information on their own or tune out certain messages. As a result the best manufacturers and ingredient companies will continue to use all available tools to influence consumers in a highly integrated content-driven product campaigns. Billingslea I think that traditional media influences have definitely waned. Perhaps television and magazine ads help by pointing consumers towards a website where they can find out more information. I believe most people check out stores and products on the internet before coming in to shop. For example the main way people enter our website is by searching for some form of our name in a search engine. In other words they ve heard about us from a friend or relative and Google us to find out more before coming into the store. In an age where information is everywhere our consumers are doing more and more online research to help them make health and product decisions. We don t know yet whether this trend is helpful or detrimental to the American consumer. Wolf Yes all media has a strong effect in consumer buying habits. We also have local health radio shows that drive customers to our stores asking for products besides the usual internet ads TV ads newspaper ads and articles. They all still have an impact. Customers come in with the information written down an article clipping or info on their smart phone and ask for the specific product or ingredient supplement mentioned. A specific example is when a study came out recently showing that nicotinamide a form of vitamin B3 significantly reduces the incidence of nonmelanoma skin cancers among people with a previous basal cell or squamous cell carcinoma many customers came in looking for it. The media has also had a great impact on awareness of GMO and nonGMO products. The Just Label it movement is picking up more support and exposure online and in traditional media. Our company is a long-time member of the Independent Natural Foods Retailer Association (INFRA) that has started to have a bigger voice in the non-GMO verification push. And I am very happy to see this designation is prevalent not only in the foods we carry but in the supplements and natural skin hair care too. The more companies that align with the non-GMO movement the better it is for our health and the health of the planet. Landon Yes television and magazine advertising still exert strong influences on consumers. Our repeat customers are usually those who read our free publications. The local media also has influence over their audiences. I have been interviewed by a local TV station on a variety of topics including natural ways to deal with cold and flu symptoms natural gift alternatives for Valentines Day and natural solutions for allergies. Consumers are seeking information in many forms. National media has played a role as well and we have had customers mention that they have heard about natural products on the Rush Limbaugh radio show Fox News and Good Morning America just to name a few. The publications our customers have most frequently mentioned when they come into the store include Life Extensions The Energy Times Woman s World Martha Stewart Oprah Natural Awakenings and Extraordinary Health. VR Extra Extra Visit to see the Ten Takeaways From Evolving Culture of Food & Beverage reported by the Hartman Group. WWW.VITAMINRETAILER.COM SEPTEMBER 2015 Go to topicalbiomedics for info about this advertiser O ne of the largest and most widely recognized dietary supplement categories essential fatty acids are sought out and purchased by millions of men and women many of whom were told by their physicians to either eat more fish or take EFA supplements. Additionally pregnant women are likewise encouraged by their ob gyns to regularly consume DHA and EPA. The vigorous category however has suffered a few hits of late. From a sales perspective the omega-3 market has declined over the last few years observed Ellen Schutt communications director for the Global Organization for EPA and DHA Omega-3 (GOED) in Utah. One of the reasons she said may be a maturing market however GOED believes the media atmosphere has had more significance--not just negative news articles about omega-3 EFAs but equally important the lack of positive news also affecting sales. Our consumer research shows that there is a routine component to omega-3 usage and without this reminder in the shape of a positive news story many consumers forget to take their supplements or buy a new 40 VITAMIN RETAILER bottle she commented. They may forget but reminders abound. Cheryl Myers chief of education and scientific affairs at Wisconsinbased EuroPharma said It s definitely telling that fish oils have become such a commodity item that you find them everywhere. I ve seen them for sale at gas station convenience stores so they are about as mainstream as you can get. Myers sees EFAs continuing to garner more mainstream attention via health media and physician recommendations and are therefore widely recognized. But delivery systems sources and dosages still seem to be contested territory in the industry she said. However Andrew Aussie executive vice president and chief operating officer at Coromega in California is seeing sales begin to grow again for EFA supplements based on the rising number of credible studies showing and validating the top health benefits. As a result new combinations concentrations and delivery methods will continue to flourish he predicted providing as examples easy-to-use EFA supplements such as emulsions liquid oils omega-3 plus vita- min blends and tastier alternatives to provide convenience portability and the ability to easily incorporate into smoothies and other recipes. Coromega has created Omega3&D Squeeze combining 650 mg omega-3 with 1 000 IU vitamin D in a squeeze pack and its newest EFA supplement Be Bright described as a tasty plantbased blend of chia coconut avocado hemp and black cumin superfood oils that additionally provides vitamins and antioxidants. One of the most interesting developments in the past few years is the increased knowledge and expectations of customers--they re less interested in a generic fish oil product and have higher expectations that their specific needs will be met when they shop for EFA supplements said Monique Wellise education manager at California-based Nordic Naturals. These expectations drive the personalized nutrition movement among supplement manufacturers. Nordic Naturals has responded with new delivery forms to suit the needs of different people especially in terms of children s omega-3 nutrition. One example Wellise pointed to that Celebrating 20 Years of Excellence 1994-2014 WWW.VITAMINRETAILER.COM SEPTEMBER 2015 WWW.VITAMINRETAILER.COM MAY 2014 has been embraced by children is strawberry-flavored Nordic Omega-3 Gummy Worms and the newer Omega-3 Fishies offering 300 mg omega-3s in each chewy fishy. Also recently launched Nordic Naturals Omega Boost Junior has the consistency of yogurt and the taste of fruit punch. This product is perfect for kids who have trouble swallowing soft gels and who don t like the consistency of liquid fish oil. These efforts to meet customers omega-3 needs and their preferences will soon become standard for supplement manufacturers Wellise remarked. Following suit retailers will be expected to understand and explain customers options at the shelf she added. These new tasty EFA products reflect the observation of Jolie Root senior nutritionist and educator for Carlson Laboratories in Illinois who noted that there have been many entries into the market. She pointed to frequent television advertising of Mega Red a krill product that introduced a new category for phospholipid-bound EPA and DHA at lower potencies but higher prices compared to fish oils. Fish oil concentration processes have enabled higher potency EPA DHA and EPA-only SKUs to compete with prescription fish oils at a much more affordable price per dose she explained. EPA DHA combined with other nutrients (such as phosphatidyl serine or CoEnzyme Q-10) have expanded the EFA category. And multivitamins that feature EPA and DHA have been introduced and are selling quite steadily. And although there are more EFA products that have entered the arena Herb Joiner-Bey ND medical science consultant at Washington-based Barlean s pointed out that that there are only a scant few original sources. There are only several fish oil extractors on earth with the fishing boats fishing licensure extraction facilities purification capacity laboratory testing and purity certification programs established to offer high quality fish oil safe enough for human consumption he said. All responsible manufacturers of consumer products are buying their fish oil wholesale from these few extractors. The only difference among finished products is the handling processing storage and sale of fish oil to ensure its freshness and prevent rancidity. The Lovaza Effect When the pharmaceutical EFA product Lovaza came on the market it drew much attention--and also some confusion among consumers who wondered what the difference was between an expensive EPA-DHA drug and what s widely available on supplement shelves. Bey explained The advent of Lovaza as an FDA (U.S. Food and Drug Administration)-approved pharmaceutical fish oil drew the attention of that industry and the public to the value of omega-3 supplements. Unfortunately some consumers health care providers and insurance companies may not yet realize that equal quality fish oil has been readily available in health food stores nationwide at a fraction of the cost of Lovaza. Drug manufacturers have neither fishing boats roaming the seven seas in search of clean fish sources nor facilities for the extraction and purification of fish oil. Pharmaceutical companies merely do what nutraceutical companies do--they purchase wholesale fish oil from reputable extractors. Drug companies can charge the highest prices the market will bear due to FDA backing a fancy drug company label and willingness of health insurance companies to cover the costs at pharmaceutical prices. Schutt takes a different view asserting that Lovaza and the newer generic pharmaceutical introductions help bolster the credibility of the supplement market and are complementary to existing products. Wellise is somewhere in between seeing mixed effects. On the good side she said the fact that cardiologists are prescribing Lovaza lends strong credibility to omega-3 supplementation to achieve sound health status. But conversely Lovaza is an ethyl ester omega3 product which is not as effective as triglyceride-form omega-3 supplements. Studies have consistently shown that better absorption of omega-3s is achieved when taking triglyceride-form fish oil. This is likely due to the fact that the triglyceride form is the form of 97 percent of the fats entering the body and it is the same molecular form in which omega-3s naturally occur in fish. These are substantial talking points you may use for customers who likely continue to ask about the differences. But there s been a more nefarious spanner in the omega-3 works. NYT Smackdown On March 30 the New York Times (NYT) printed an article with the bold headline Fish Oil Claims Not Supported by Research. The article s author Anahad O Connor told readers worldwide essentially that the vast majority of the sizable clinical studies examining health benefits of EPA and DHA have not translated into notable benefits. GOED said Schutt immediately replied The article leads with the headline that claims made on fish oils are not supported by research but fails to differentiate between pharmaceutical and dietary supplement claims. The newspaper emphasized that the vast majority of evidence does not show that fish oils lower your risk of heart attacks or strokes but these claims are not allowed on either dietary supplements or pharmaceuticals which is a key flaw in the regulatory logic of the article. The only approved pharmaceutical claim in the U.S. today is for reduction of very high triglycerides of which there is ample evidence Schutt continued. In the dietary supplement space there are of course the qualified health claim and the more frequently used structure-function claims. There is ample evidence that EPA and DHA play a beneficial role in the health of the heart aside from heart attack or stroke risk. About the article and its inflammatory headline Bey exclaimed Such a statement is absolutely preposterous. Further he asserts that this specious assault on EFAs--at a time when conventional authorities are encouraging Americans to take more statin drugs for heart health--is reminiscent of the unwarranted FDA attack on L-tryptophan in the 1990s to shut down competition relative to the new anti-depressant drugs emerging at that time--Prozac Paxil and Zoloft. Wellise noted how difficult it is to think of another nutrient nutraceutical that has been the subject of as much research that omega-3 EFAs have it is one of the most widely researched natural ingredients with more than 27 000 published studies 8 000 of which are clinical trials. So therefore she said a key conclusion of the NYT article (that there is not sufficient evidence to support omega-3s cardio-protective properties) just isn t true. Hundreds of these studies have found specific positive effects of EPA and DHA VITAMIN RETAILER 41 SEPTEMBER 2015 WWW.VITAMINRETAILER.COM in cardiovascular health. That s one reason why many physicians around the world and the American Heart Association recommend adequate omega-3 nutrition. In some cases this means upwards of 4 000 mg per day she commented. GOED reviewed published data on EPA and DHA between 2005 and 2012 (the time period mentioned in the article) and found that 77 percent of 136 randomized controlled clinicals of the EFAs on cardiovascular health had positive outcomes. We think it s unfortunate the press has focused on a limited number of challenged studies at the exclusion of so many others remarked Douglas M. Bibus MS PhD scientific advisory board of Coromega. Why the press decided to emphasize no benefit of omega-3 for cardiovascular health in the face of overwhelming data is a real question. Others have questions about the NYT article too. Myers said she noticed that there was a lack of discussion in the article about what types of EFA oils were used in the studies cited dosage levels whether or not any rancidity testing had been performed on them and whether there were other mitigating issues including adherence and diet. And with the fact that the article stated in theory that EPA and DHA should improve cardiovascular health combined with the fact that the FDA had approved several prescription fish oils for the treatment of high triglycerides Root responded to the question why would a study or several studies fail to find benefit One reason as explained by Dr. Bill Harris might be a sharp increase in background intake of fish or fish oil due to heightened consumer awareness and availability of fish oil supplements off-study. Placebo-treated patients can easily take fish oil pills off-study just in case. These behaviors would raise tissue levels of omega-3 fatty acids to the point where an additional 1 gram of EPA and DHA could have nothing to improve upon. In recent studies treatment groups and placebo groups might have had very similar omega-3 levels she surmised. Again these are some more keenly accurate talking points for customers who may be quite sure to ask about the NYT report. Armed with a tremendous amount of research plus industry support from your chosen brand marketers and the raw materials suppliers of EFAs--who are all pledged to support their retailers--retailers can confidently assuage any misinformation confusion and even some fears about ineffectiveness and continue to ensure all customers purchase and use the most appropriate EFA product for them and their families. VR Extra Extra Visit to read more news on EFA supplements. i For More Information 42 VITAMIN RETAILER Barleans (800) 445-3529 Coromega (877) 275-3725 Europharma (866) 598-5487 GOED (801) 746-1413 Nordic Naturals (800) 662-2544 WWW.VITAMINRETAILER.COM SEPTEMBER 2015 Go to renewlife for info about this advertiser Prebiotics and Probiotics Delivering What Consumers Want P By Cara Waters in North America and our business for probiotic ingredients and finished probiotic dietary supplements continues to grow at a steady pace he said. Daina Trout CEO and founder of Health-Ade Kombucha in California agrees. The current state of the probiotic market is that it is exploding she remarked. When you look at it from two years ago there is significant positive change. People are seeking out probiotics. There are two categories increasing supplement probiotic market which I can t speak to and the holistic probiotic market--probiotics that exist in foods naturally. Some of those would be anything fermented and raw-- specifically kombucha. That market is more than quadrupling every year. According to Gamble today s consumer is better informed. The questions from consumers and healthcare providers are transitioning from What good are probiotics to What makes a good probiotic People are increasingly comfortable and willing to add probiotic supplements to their daily regimen so their choices are becoming better and better educated about quality and potential efficacy of the actual form he said. This is mainly due to widespread media attention given to digestive health in recent years added Pirrie. Formulas containing both pre- and probiotics are especially popular in today s market. The consumer demographics researchers have found as most likely to purchase pre- and probiotic products cited Pirrie are the over 55 age group (which will account for 30 percent of the U.S. population by 2019) and women 18-40. Tallene Jones owner of DC Natural Foods in Idaho Falls ID has noticed that the majority of her customers are middle-aged (in the 40-55 age group) but older generations come in too she added. rebiotics and probiotics have hit the mainstream consumer market. Today s consumers are more educated than ever before on the gut microbiome s influence on overall health. Digestive care supplements and food product sales continue to skyrocket. According to Michele McRae certified nutritionist at supplement manufacturer Rainbow Light in California Even mainstream grocery and big box stores now carry supplements which support digestion and food products which have been enhanced with dietary ingredients that benefit digestion. U.S. sales of probiotic supplements and products are growing steadily totaling 1.4 billion in 2014 and are expected to reach 3.1 billion in 2020 said Patricia Pirrie digestive category manager for NOW Health Group in Illinois. The U.S. prebiotic ingredients market was worth 227.8 million in 2014 and is expected to grow at a CAGR of 12.1 percent from 2014 to 2020 she added. Tim Gamble president and CEO of Nutraceutix in Washington is witnessing a similar trend. We are still seeing strong interest in probiotics particularly 44 VITAMIN RETAILER What s Driving Consumer Use Americans are seeking relief for digestive issues for a multitude of reasons Pirrie said. A number of environmental factors contribute to digestive discomfort such as chronic stress age poor nutrition habits and travel she continued. One major concern is the poor quality of the standard American diet. For many years we have steadily increased our consumption of processed Celebrating 20 Years of Excellence 1994-2014 WWW.VITAMINRETAILER.COM SEPTEMBER 2015 WWW.VITAMINRETAILER.COM MAY 2014 food which is more difficult to digest than whole foods. Another important issue is how our gut function becomes less efficient as we age she added. Industry trends are supporting this view. Digestives are ranked as a top condition-specific category according to Sloan Trends 2014 McRae noted. This can be attributed to the fact that there are many people that suffer from daily digestive problems--in fact nine out of 10 Americans deal with some type of digestive issue annually. Overall she continued consumers are moving away from over-the-counter and prescription options to more natural options. A poll from 2013 showed that sales of over-the-counter antacid products are down and this is believed to be partially due to users continuing to experience symptoms with use and from the side effects of those products. Consumers are looking for more natural options for long-term use without side effects. Consumer buying practices are revealing their knowledge of new research findings and specific applications for use outside of digestive. According to Jones Customers coming into the store are looking for prebiotics to help build existing flora and probiotics for after surgeries the flu yeast or fungal problems and to help raise the immune system. With the mainstream marketing of probiotic products plus media coverage of research and benefits people are more aware than ever of their benefit said Marci Clow MS RD senior nutritionist at Rainbow Light. Gamble concurred Consumers are looking to improve their health and wellness and help increase resistance to illnesses. They are also paying attention to the wealth of research which suggests that properly produced and delivered (to the body) probiotics may be effective in addressing unique conditions. As consumers take a preventative approach and seek natural solutions probiotics will continue to feature prominently in what becomes the average consumer s supplementation choices. The biggest driving factor for usage is that consumers respond well to products that make a difference in the way that they feel added Clow. Taste and delivery systems are also factoring into choice. People are busy and on the go but for the first time in a long time they want to treat their bodies well and are looking for foods that are healthy convenient and taste good said Trout. Natural Foods Jones prefers a liquid for post-flu application and an entericcoated type for regular day use as she finds it works better. Some of her customers buy for their children and in these cases chewables are the most desired type she said. Overall consumers are moving away from over-the-counter and prescription options to more natural options. A poll from 2013 showed that sales of over-thecounter antacid products are down and this is believed to be partially due to users continuing to experience symptoms with use and from the side effects of those products. Consumers are looking for more natural options for longterm use without side effects. Price point matters. As a retailer Jones said the two most important factors in selecting what probiotic supplements they carry are how many bacteria per capsule and the price range suitable for their customer base. Her request to manufacturers is reduce the price per bacteria count so they are more affordable for customers to use on a regular basis. She said price is her customers biggest complaint. And instead of targeting huge issues make a simple affordable product for daily maintenance she suggested. Research Shows Efficacy As for the latest research guiding new formulations and consumer selections what we know Clow outlined is A healthy gut microflora contributes to overall health and vitality by promoting optimum digestion assimilation gut integrity motility and efficient removal of toxins and wastes. Probiotics are naturally occurring friendly bacteria that are integral to a healthy digestive system and when taken daily promote regularity ease gas and bloating and can increase vitality and boost a healthy immune system. Probiotics are typically used in cases when a disease occurs or might occur due to depleted normal flora. For example treatment with antibiotics can kill off pathogenic bacteria and also the normal flora of the gastrointestinal and genitourinary tracts. Altering the normal flora allows for potential colonization by pathogenic organisms which can result in side effects such as diarrhea and cramping. Taking probiotics might prevent or minimize normal flora depletion and pathogenic bacteria colonization she added. When it comes to prebiotics Clow said Prebiotics are thought to help promote probiotic colonization and growth by feeding the good bacteria in your system. Research has shown that some prebiotics enhance the growth of lactic bacteria especially Bifidobacteria and inhibit the growth of a variety of undesirable organisms. Gamble pointed to two research studies showing the efficacy of specific formulations of Nutraceutix probiotics. In one study entitled Daily ingestion of a nutritional probiotic supplement enhances innate immune function in healthy adults use of the company s Immunobiotix probiotic caplets resulted in a statistically significant increase in percent phagocytic monocytes and neutrophils over an eight-week treatment period. This was one of the first (studies) to explore the immune effects of daily ingestion of viable pure delayed release probiotic nutritional supplements the results summary stated. A second clinical study performed by a German diabetes center discovered that the daily ingestion of Nutraceutix s L. reuteri probiotic enriches human gut microbiota and modifies gut production of protein factors that increase insulin secretion. The primary researcher concluded Probiotic treatment may improve incretin-mediated beta-cell function which could be beneficial for the treatment of glucose intolerance or overt type 2 diabetes. McRae cited research studies which have explored the clinical use of probiotics for a range of applications including the reduction of symptoms of diarrhea from viral infections in children VITAMIN RETAILER 45 SEPTEMBER 2015 WWW.VITAMINRETAILER.COM Prebiotics and Probiotics Delivering What Consumers Want ulcerative colitis and inflammatory cytokines irritable bowel syndrome and diarrhea and gastrointestinal symptoms during antibiotic therapy for eradication of Helicobacter treatment of constipa- tion the administration of streptococcus thermophiles or lactobacillus casei to improve lactose tolerance and digestion and women s issues such as reducing the incidence of UTI and vaginal infections candidiasis and help in treatment of recurrent thrush. Pirrie shared Some studies show the maintenance of the healthy microbiota (community of microbes) in health subjects undergoing antibiotic therapy. A Cochrane Review found that probiotics in general have significant effects on upper respiratory health. Natural probiotic foods such as Kombucha are generally recognized as safe and there are some anecdotal small studies around it said Trout. The idea is once you replenish your gut with all it needs your body tends to fix itself where it is broken. Making Formulas Effective Delivery systems strain selection for specific applications stability of the organisms and shelf-life are some of the key considerations being addressed by manufacturers. From a formulator s perspective stability is one of the biggest formulation challenges when using probiotics said McRae. There are many products which do not only require refrigeration but also lose their potency rapidly over time. Most probiotic products are labeled with the level of probiotics only guaranteed at time of manufacture. Rainbow Light utilizes a multi-function probiotic strain Bacillus coagulans also sometimes referred to as Lactobacillus sporogenes. This strain has a naturally occurring protective microencapsulation coating allowing full activity throughout the shelf-life without refrigeration. This particular strain has been extensively researched for a broad array of digestive and immune discomforts including occasional diarrhea urgency constipation gas and bloating she continued. Because of the sporulated probiotic strain used in Rainbow Light products the probiotic activity is guaranteed throughout the shelf life of the product. Rainbow Light s products target digestive health. Rainbow Light has long viewed digestion as the foundation of health and includes balanced digestive support in almost every product--prebiotics probiotics plant-source enzymes and or digestive herbs emphasized McRae. In addition to providing both pre- and probiotics in one source Rainbow Light s Probiolicious Gummies tackle the taste good requirement she said. These cranberry flavored gummies have 1 billion colony forming units (CFU) of Lactobacillus sporogenes per serving and are sweetened with fructooligosaccharides (FOS) and inulin. A ProbioActive 1B product is encapsulated with one billion colony forming units (CFU) of Lactobacillus sporogenes per serving and a calming botanical blend of ginger peppermint fennel and turmeric helps to alleviate gas bloating and other stomach discomforts added McRae. She said Rainbow Light is one of Go to nutraceutix for info about this advertiser 46 VITAMIN RETAILER WWW.VITAMINRETAILER.COM SEPTEMBER 2015 Go to uas for info about this advertiser Go to pacificresources 48 VITAMIN RETAILER throat health bad breath occasional diarrhea and help while traveling. Probiotic-10 25 Billion--50 Veg Capsules have been clinically validated for their support of healthy immune system function Prebiotics and Probiotics while Probiotic-10 100 Billion Delivering What Consumers Want Restorative Care 30 Veg Capsules help restore healthy flora following occasional but temporary disrupthe few companies to provide multivitations to intestinal balance. mins with probiotics. For a prebiotic Pirrie recommends the Pirrie of NOW Foods stated Certified Organic Inulin Powder (8-oz.) Probiotics are especially susceptible to which can be added to a food or beverheat air light and moisture. It s imporage. Inulin is a fructooligosaccharide tant for manufacturers to adopt the best and since it also has a very low formulations and processing methods to glycemic index it is suitable for many increase both stability and shelf life. people who are on restricted diets. They must also create products that surManufacturer Nutraceutix offers a vive beyond the stomach to the intestin- unique combination of experience al tract where digestive health products expertise and patented processes and are needed most. technologies that have advanced the NOW is identifying and utistandard for what is considered lizing clinically validated bactea top-notch probiotic supplerial strains. There are specific ment. It is this combination of effects of probiotics but while processes technologies and some probiotic strains or subregistered GMP (good manustrains have their own specific facturing practices) manufacturpotential health benefits no ing that has set Nutraceutix single probiotic has all the apart and made us many globhealth benefits proposed for al brands probiotic expert and probiotics in general. In order partner said Gamble. to assure efficacy the strain Nutraceutix produces about must be properly identified two dozen different natural have good technological probiotic organisms in bulk properties--such as being natform and formulates and manurally resistant to stomach ufactures outstanding probiotic acid pepsin bile and pancredietary supplements from its atin--and have proven health own organisms or those from benefits said Pirrie. third parties added Gamble. In fact Whenever possible Nutraceutix is recognized NOW chooses to purchase around the world for having trademarked ingredients and pioneered advancements in the we identify these ingredients state-of-the-art for probiotic on product labels and marketdietary supplements which ing support materials Pirrie include the patented BIO-tract said. Two such ingredients delivery system among other are BLIS K12 which contains formats. What s unique about the naturally occurring probiNutraceutix custom delivery otic organism Streptococcus systems and potency enhancesalivarius which has been cliniments is their ability to help cally shown to support oral achieve extended controlled and throat health and and multi-zone protection and release of active ingredients NutraFlora FOS a nonhe added. digestible carbohydrate which Health-Ade Kombucha takes aids the growth of beneficial another approach to probiotics intestinal bacteria such as delivery. Kombucha is not considered a Bifidus and Acidophilus. supplement or medicine--it is food NOW s line of digestive products emphasized Trout. Health-Ade exists to include both pre- and probiotics for make the best tasting and highest qualiadults and children. Some products tarty kombucha you can buy on a commerget relief for specific health conditions cial shelf and we are committed to such as urinary tract health seasonal bringing real healthy food to the grocery immune response GI (gastrointestinal) aisle. Only cold-pressed juice from regularity reduced bloating mouth and WWW.VITAMINRETAILER.COM SEPTEMBER 2015 Go to divinehealth for info about this advertiser buying or promoting a probiotic are Stick to traditional natural probiotics long associated with health benefits and avoid fad or fringe organisms. Seek products that by quality manufacturing processes and technologies can supPrebiotics and Probiotics port and demonstrate good stability shelf-life through distribution to store Delivering What Consumers Want shelves and to the medicine cabinet. Prioritize products that offer optimized organic produce for flavoring the glass delivery to proper locations in the digesbottles which help with the process and tive tract by being produced using how we make it is what makes us difproven state-of-the-art delivery techferent said Trout. nologies to heighten effectiveness. The way we manufacture is extreme The best advice for retailers is to ly unique she added. We don t cardirect the consumer to a trusted brand bonate we don t pasteurize and we that gives consumers enough informadon t force-ferment which leads nature tion on the label to allow their own buyto dictate when the fermentation ing decision recommended McRae. process is over. This is 100 percent the The verbal interface at the point of sale old school way of doing it ever since is an important exchange because it kombucha first came out 2 000 years helps guide consumers to the suppleago--100 percent natural healthy high ment products that are well suited for in B12 probiotics ready to go and their individual need. makes you feel good Health-Ade Clow added While a retailer may Kombucha drinks are available in nine feel enthusiastic about a particular supflavors. plement ... eagerness must be limited to what you can say under the law. All Recommendations for Retailers retailers should check out the Council Gamble s suggested keys to look for in for Responsible Nutrition (CRN) Roadmap for Retailers roadmap crnroadmap-retailers0111.pdf. Pirrie proposed that When shopping for pre- and probiotics most consumers will look for a general digestive health claim because they often have only a preliminary understanding of specific strain benefits. Manufacturers and retailers need to start educating consumers that not all pre- and probiotics are created equal. Look for specific strains on the label Pirrie continued as they can help us identify proven efficacy. The Latin binomial name (Lactobacillus acidophilus abbreGo to ruved viated as L. aci50 VITAMIN RETAILER dophilus) is not enough to identify which strain of L. acidophilus is present in a product. For example it can be L. acidophilus NCFM or L. acidophilus La-14 both of which offer distinctly proven benefits in clinical study. In many cases noted Pirrie consumers begin to address digestive issues by using over-the-counter medications and or prescription medications. Often they and their doctors will turn to natural remedies for additional support. Make an effort to stay current on the latest scientific research which is constantly introducing new discoveries added Pirrie. According to Innova Market Insights 2 800 scientific articles related to gut health were published in 2013 more than double what was available in 2010. Trout of Health-Ade hopes that people stop looking at probiotics necessarily as a supplement and more as food-- like a bag of carrots--to give you nutrients you need. Her advice to retailers is Be knowledgeable about who manufactures the products and how and also what their standards are because it really differs. If they want it to be natural and unadulterated the retailers can be a useful tool in guiding customers. Understanding where your products come from--especially prepackaged ones--is key for retailers. In addition retailers should rely on digital resources to distribute product information to their customers. The internet has dramatically changed the way consumers learn and shop said Pirrie. Jones added it s important to educate customers not only on the product but on how they know if it s working for them. Over the long term a healthy intestinal tract and working around everything else is the goal she concluded. VR Extra Extra Visit to watch videos on prebiotics vs. probiotics and a novel delivery system. i For More Information Health-Ade Kombucha (310) 710-8602 Nutraceutix (425) 883-9518 NOW Health Group (888) 669-3663 Rainbow Light WWW.VITAMINRETAILER.COM SEPTEMBER 2015 Go to foodscience for info about this advertiser SUPPLEMENTSCIENCE Zinc Carnosine for Ulcers & Gastrointestinal Discomfort By Gene Bruno MS MHS Chief Academic Officer Huntington College of Health Sciences he stomach and intestines have a mucous membrane lining that provides protection against hydrochloric acid and other digestive juices normally used to break down food in our digestive system. If there is even a small loss of that mucous membrane there is likely to be significant discomfort. Unfortunately one in 10 Americans will develop this mucous membrane loss (aka ulcers) in their gastrointestinal tract at some time in his or her life. Such a loss may occur as the result of an imbalance between friendly and unfriendly bacteria that reside in our intestinal tract. When unfriendly bacteria gain the upper hand it may affect the stability of the mucous membrane at some point.1 A strategy for maintaining a healthy gastrointestinal lining therefore is to help avoid the non-preferential balance of unfriendly flora over friendly flora in the first instance. A 1 1 molecular combination of zinc and L-carnosine ( -alanyl-Lhistidine) may be able to help by promoting immune function supporting healing and acting as an antioxidant. Before jumping into the research on T the zinc carnosine complex let s take a look at individual components that make up this complex. Zinc Immune & Antioxidant Functions Zinc has been found to play a role in apoptosis (programmed cell death) a critical cellular regulatory immune process with implications for growth and development.9 In fact adequate zinc intake is essential in maintaining the integrity of the immune system 10 and zinc-deficient individuals are known to experience increased susceptibility to a variety of infectious agents.11 In addition zinc plays a critical structural role in the antioxidant enzyme copper-zinc superoxide dismutase (CuZnSOD) as well as playing a critical structural role.12-14 Zinc Zinc is a versatile trace mineral required as a cofactor by more than 300 enzymes in every organ of the body.2 It is also plays important roles in growth and development immune response neurological function reproduction and wound healing.3 The highest concentrations of zinc in the body are in bone the prostate gland and the eyes.4 Zinc and Cell Membranes Zinc plays an important role in the structure of proteins and cell membranes. The functions of cell membranes are also affected by zinc. Loss of zinc from biological membranes increases their susceptibility to oxidative damage and impairs their function.5 In fact zinc has been shown to be helpful in healing ulcers in the gastrointestinal tract.6 7 Futhermore zinc supplementation is associated with a reduced incidence of stomach ulcers.8 L-carnosine First isolated and characterized in 1900 L-carnosine is a dipeptide (i.e. small protein molecule composed of two amino acids) commonly present in mammals 15 and found in relatively high concentrations in several body tissues--most notably in skeletal muscle heart muscle and brain.16 17 Carnosine is responsible for a variety of activities related to the detoxification of the body from antioxidant 52 VITAMIN RETAILER WWW.VITAMINRETAILER.COM SEPTEMBER 2015 benefit for treating both gastrointestinal ulcers as well as gastrointestinal discomfort. While experimental animal studies have shown that carnosine-zinc exerts significant protection against gastrointestinal ulcers and help promotes the Carnosine and Immune Function healing of ulcerated mucous memCarnosine has been shown to modulate branes 29 30 human studies have also immune response in animal research.19 shown significant benefit. Likewise in human research carnosine In one study 31 66 individuals who had had the capacity to modulate immune experienced some amount of ulceration response with regard to neutrophils a in the gastrointestinal tract were given type of white blood cell found in response to the presence of inflammation 150 mg daily of the zinc carnosine combination as a mucosal protective agent and bacteria.20 Furthermore supplemenfor seven days. The results were that tation with carnosine-zinc enhanced the response to interferon 21 which are natural symptoms of discomfort were mitigated and a more favorable balance of intestincell-signaling proteins produced by the al flora was achieved. cells of the immune system. In addition Furthermore human research has carnosine has reduced the secretion of demonstrated that when zinc carnosine inflammatory cytokines by intestinal cells was supplemented in daily doses of 75 that had been exposed to oxidative mg it was capable of promoting wound stress.22 healing and stabilizing the gut mucosa.32 In animal research similar healing of Carnosine and Healing ulcers in the gastrointestinal tract was Several studies have demonstrated that seen with zinc carnosine.33 Likewise other carnosine possesses strong and specific animal research has also shown that zinc antioxidant properties protects against carnosine promotes healing of mucous radiation damage and promotes healing 23 membranes.34 35 from wounds caused by radiation. In In a randomized multi-center double animal research carnosine has demonblind study 36 166 patients with acute and strated an ability to promote wound healchronic gastritis with erosion (i.e. ulcer) ing in gastrointestinal wounds.24 Research has demonstrated that at least one mech- or hemorrhage received either zinc carnosine in a 75 mg or 150 mg daily anism by which carnosine acts to prodose (87 were in the 75 mg group and mote healing via an interaction with stem 79 in the 150 mg group). General safety cell populations.25 This is consistent with was analyzed in 166 cases. other research showing that carnosine Subjective objective symptoms were anapromotes healing via gene expression.26 lyzed in 146 cases the results of which were significantly improved or moderateCarnosine the Antioxidant ly improved symptoms in the following Research has shown that carnosine is an percentage of subjects as indicated (see effective naturally occurring antioxidant chart below). and transition-metal (e.g. cadmium merThis included improvements across the cury) sequestering agent. Carnosine is category of symptoms including heartable to reduce cellular oxidative stress burn tenderness epigastric pain diarand can inhibit the intracellular formation rhea and constipation after eight weeks. of reactive oxygen species and reactive No significant difference was seen nitrogen species. By virtue of these propbetween the two dosage groups. erties carnosine is able to reduce DNA In an open label trial 37 28 patients with damage.27 Other research has also solitary gastric ulcers were given 150 demonstrated carnosine s antioxidant and mg day of zinc carnosine and monitored metal ion binding properties.28 for eight weeks. Improvement was rated Zinc carnosine for protecting against on a scale of subjective and objective gastrointestinal ulcers discomfort symptoms. Endoscopic evaluation Research has shown that the molecular revealed that ulcer healing rates were 15 combination of zinc and L-carnosine has percent after four weeks 66.7 percent after Group After 3 days After 7 days After 14 days eight weeks and 54.5 percent at the end of the 75 mg 46.4 percent 74.0 percent 85.5 percent study. The results also showed significantly 150 mg 40.4 percent 78.1 percent 88.6 percent improved or SEPTEMBER 2015 WWW.VITAMINRETAILER.COM activity against free radical oxidation and damage of tissues to membrane-protecting activity and helping to promote immune function.18 moderately improved symptoms in 87.5 percent of patients after eight weeks. Protrusion (bulging out) of the ulcer sometimes occurs during healing when a peptic ulcer is treated with proton pump inhibitors (PPI) a common class of drugs which reduced hydrochloric acid secretion. In a clinical study 38 163 ulcer patients were treated with either 30 mg per day of lansoprazole (a PPI) or 30 mg of lansoprazole plus 150 mg of zinc carnosine. Results were that lansoprazole plus zinc carnosine provided significantly better ulcer healing and protrusion of the ulcer only occurred in 1.3 percent of patients while ulcer protrusion occurred in 20.7 percent of those receiving only lansoprazole. Conclusion In short the zinc carnosine complex offers a viable option for promoting immune function supporting healing and acting as an antioxidant in cases of gastrointestinal ulcers and discomfort. Furthermore the research conducted on zinc carnosine has shown a very high safety profile. VR References 1 National Digestive Diseases Information Clearinghouse National Institute of Diabetes and Digestive and Kidney Diseases. H. pylori and Peptic Ulcer. NIH Publication No. 07 4225 October 2004. Retrieved http ddiseases pubs hpylori ind ex.htm. 2 McCall KA Huang C Fierke CA. Function and mechanism of zinc metalloenzymes. J Nutr. 2000 130(5S Suppl) 1437S-1446S. 3 Cousins RJ. Zinc. In Bowman BA Russell RM eds. Present Knowledge in Nutrition. 9th ed Vol. 1. Washington D.C. ILSI Press 2006 445-457. 4 Whitney E Cataldo C Rolfes S. Understanding Normal and Clinical Nutrition Fifth Edition. Belmont California West Wadsworth 1998 463-8. 5 O Dell BL. Role of zinc in plasma membrane function. J Nutr 2000 130(5S Suppl) 1432S-1436S. 6 Cho CH Ogle CW. A correlative study of the antiulcer effects of zinc sulphate in stressed rats. Eur J Pharmacol 1978 48 97 105. 7 Frommer DJ. The healing of gastric ulcers by zinc sulphate. Med J Aust 1975 2 793 6. 8 Santos LH Feres CA Melo FH Coelho MM Nothenberg MS Oga S Tagliati CA. Anti-inflammatory antinociceptive and ulcerogenic activity of a zinc-diclofenac complex in rats. Braz J Med Biol Res 2004 37(8) 1205-13. 9 Truong-Tran AQ Ho LH Chai F Zalewski PD. Cellular zinc fluxes and the regulation of apoptosis gene-directed cell death. J Nutr 2000 130(5S Suppl) 1459S-1466S. 10 Baum MK Shor-Posner G Campa A. Zinc status in human immunodeficiency virus infection. J Nutr 2000 130(5S Suppl) 1421S-1423S. 11 Shankar AH Prasad AS. Zinc and immune function the biological basis of altered resistance to infection. Amer J Clin Nutr 1998 68 447S-463S. 12 Food and Nutrition Board Institute of Medicine. Zinc. Dietary reference intakes for vitamin A vitamin K boron chromium copper iodine iron manganese molybdenum nickel silicon vanadium and zinc. Washington D.C. National Academies Press 2001 442-501. 13 King JC Cousins RJ. Zinc. In Shils ME Shike M Ross AC Caballero B Cousins RJ eds. Modern Nutrition VITAMIN RETAILER 53 SUPPLEMENTSCIENCE in Health and Disease. 10th ed. Baltimore Lippincott Williams & Wilkins 2006 271-285. 14 O Dell BL. Role of zinc in plasma membrane function. J Nutr 2000 130(5S Suppl) 1432S-1436S. 15 Guiotto A Calderan A Ruzza P Borin G.Carnosine and carnosine-related antioxidants a review. Curr Med Chem 2005 12(20) 2293-315. 16 Quinn PJ Boldyrev AA Formazuyk VE. Carnosine its properties functions and potential therapeutic applications. Mol Aspects Med 1992 13 379-444. 17 Bonfanti L Peretto P De Marchis S Fasolo A. Carnosine-related dipeptides in the mammalian brain. Prog Neurobiol 1999 59 333-53. 18 Guiotto A Calderan A Ruzza P Borin G.Carnosine and carnosine-related antioxidants a review. Curr Med Chem 2005 12(20) 2293-315. 19 Soliman K Abou-El Dobal S Marei N. Effect of carnosine administration on the immune response of rabbit to Schistosoma mansoni antigens. J Egypt Soc Parasitol 2003 33(3) 663-78. 20 Tan KM Candlish JK. Carnosine and anserine as modulators of neutrophil function. Clin Lab Haematol 1998 20(4) 239-44. 21 Takagi H Nagamine T Abe T et al. Zinc supplementation enhances the response to interferon therapy in patients with chronic hepatitis C. J Viral Hepat 2001 8 367 71. 22 Shimizu M. Food-derived peptides and intestinal functions. Biofactors 2004 21(1-4) 43-7. 23 Guney Y Turkcu UO Hicsonmez A Andrieu MN Guney HZ Bilgihan A Kurtman C. Carnosine may reduce lung injury caused by radiation therapy. Med Hypotheses 2006 66(5) 957-9. 24 Roberts PR Black KW Santamauro JT Zaloga GP. Dietary peptides improve wound healing following surgery. Nutrition 1998 14 266 9. 25 Bickford PC Tan J Shytle RD Sanberg CD El-Badri N Sanberg PR. Nutraceuticals synergistically promote proliferation of human stem cells. Stem Cells Dev 2006 15(1) 118-23. 26 Ito-Kato E Suzuki N Maeno M Takada T Tanabe N Takayama T Ito K Otsuka K. Effect of carnosine on runtrelated transcription factor-2 core binding factor alpha-1 and Sox9 expressions of human periodontal ligament cells. J Periodontal Res 2004 39(3) 199-204. 27 Reddy VP Garrett MR Perry G Smith MA. Carnosine a versatile antioxidant and antiglycating agent. Sci Aging Knowledge Environ 2005 (18) pe12. 28 Zieba R.[Carnosine--biological activity and perspectives in pharmacotherapy] Wiad Lek 2007 60(1-2) 73-9. 29 Nishiwaki H Kato S Sugamoto S et al. Ulcerogenic and healing impairing actions of monochloramine in rat stomachs effects of zinc L-carnosine polaprezinc. J Physiol Pharmacol 1999 50 183 95. 30 Arakawa T Satoh H Nakamura A et al. Effects of zinc L-carnosine on gastric mucosal and cell damage caused by ethanol in rats. Correlation with endogenous prostaglandin E2. Dig Dis Sci 1990 35 559 66. 31 Kashimura H Suzuki K Hassan M Ikezawa K Sawahata T Watanabe T Nakahara A Mutoh H Tanaka N. Polaprezinc a mucosal protective agent in combination with lansoprazole amoxycillin and clarithromycin increases the cure rate of Helicobacter pylori infection. Aliment Pharmacol Ther 1999 13(4) 483-7. 32 Mahmood A FitzGerald AJ Marchbank T Ntatsaki E Murray D Ghosh S Playford RJ.Zinc carnosine a health food supplement that stabilises small bowel integrity and stimulates gut repair processes. Gut 2007 56(2) 168-75. 33 Kato S Tanaka A Ogawa Y Kanatsu K Seto K Yoneda T Takeuchi K. Effect of polaprezinc on impaired healing of chronic gastric ulcers in adjuvant-induced arthritic rats--role of insulin-like growth factors (IGF)-1. Med Sci Monit 2001 7(1) 20-5. 34 Katayama S Nishizawa K Hirano M Yamamura S Momose Y. Effect of polaprezinc on healing of acetic acidinduced stomatitis in hamsters. J Pharm Pharm Sci 2000 3(1) 114-7. 35 Korolkiewicz RP Fujita A Seto K Suzuki K Takeuchi K. Polaprezinc exerts a salutary effect on impaired healing of acute gastric lesions in diabetic rats. Digestive diseases and sciences 2000 45(6) 1200-9. 36 Miyoshi A Matsuo H Miwa T et al. Clinical evaluation of Z-103 on gastritis - a multicenter double-blind dose finding study. Jpn Pharm Ther. 1997 25(5) 14031442. 37 Misawa T Oyamada C Sakai K et al. Clinical study of Z-103 - clinical effects on gastric ulcer and influence on endocrine function. Jpn PharmTher. 1992 20(1) 245254. 38 Inaba T Ishikawa S Toyokawa T et al. Basal protrusion of ulcers induced by endoscopic submucosal dissection (ESD) during treatment with proton pump inhibitors and the suppressive effects of polaprezinc. Hepatogastroenterology. 2010 May-Jun 57(99-100) 67884. 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. 54 VITAMIN RETAILER WWW.VITAMINRETAILER.COM SEPTEMBER 2015 Go to enzymedica for info about this advertiser PRODUCTSPOTLIGHT Keeping Kosher and Halal ome people have dietary restrictions because of their food allergies or intolerances. Others have specific dietary restrictions for religious reasons. For instance for those who keep kosher the item in question must meet the dietary requirements of Jewish law according to KOF-K Kosher Supervision. The Hebrew word kosher means fit and kosher laws define the foods that are fit for consumption. Similarly halal is an Arabic term that means permissible or lawful in Islam. According to the Halal Advocates of S BY SHARI BARBANEL America in reference to food halal is the Islamic dietary standard as prescribed in the Shari ah (Islamic Law). While there are some similarities between kosher and halal they are not the same. According to the Islamic Services of America (ISA) the kosher process differs from what is allowable by the Islamic Shari ah. For example there are kosher wines and alcohol that Muslims are not permitted to consume. Also with- in kosher there are provisions for transformation (Istikhala) meaning that the item is no longer what it once was. Halal and kosher are similar but yet as different as vegan and vegetarian the ISA noted. In practice many kosher consumers consume halal products and halal consumers consume kosher products. Consumers must be informed in order to choose the right products for their needs. Below are a few examples of kosher and halal products that are available on the market today. Daily Maca Plus A foundational whole food and herbal nutrient booster powder Daily Maca Plus--Women Over 40 from MegaFood (Derry NH ) is formulated to support women experiencing the everyday hormonal imbalance and discomforts related to perimenopause and menopause. Maca promotes healthy libido and energy levels. Foodstate chaste tree berry black cohosh and other herbs help maintain a healthy hormonal balance and manage common conditions such as occasional hot flashes and night sweats related to menopause and perimenopause. Daily Maca Plus--Women Over 40 supports cardiovascular health and stress response as well as healthy mood and sleep. This statement has not been evaluated by the Food & Drug Administration. This product is not intended to diagnose treat cure or prevent any disease. Organic Plant Protein Garden of Life s (Palm Beach Gardens FL) Organic Plant Protein is a Certified USDA (U.S. Department of Agriculture) Organic and Non-GMO Project Verified plant protein supplement that is different to any other protein in the Garden of Life line. Organic Plant Protein is made with a new innovative blend of certified organic proteins which gives it an exceptional smooth and creamy texture. In addition it is designed for superior taste and texture when mixed just with water. Available in Smooth Chocolate Smooth Vanilla Smooth Coffee (with Marley Coffee) and Smooth Energy (with Guayaki Yerba Mate and added vitamin B12) all flavors are natural and organic no artificial ingredients are used. Organic Plant Protein is uniquely formulated to have superior taste and texture ideal for anyone looking for a clean protein supplement that is free of common allergens such as gluten grains dairy and soy. For more information call (866) 465-0051 or visit For more information call (800) 848-2524 or visit Alkalize & Detox Containing more than 20 alkalizing and detoxifying agents including beet root parsley turmeric and apple pectin each ingredient in Amazing Grass Alkalize & Detox is specifically formulated to alkalize by bringing the body to a more natural pH balance while simultaneously detoxing by cleansing tissues of toxins and pollutants. The unique combination of ingredients is Amazing Grass (Newport Beach CA) most potent cleansing blend and can be used daily or as needed to restore the body to optimal function. Like all Amazing Grass Green SuperFood products Alkalize & Detox is certified organic non-GMO (genetically modified organism) raw and dairy gluten- and soy free. Suggested retail price is 29.99 for 7.4-oz. canisters with 30 servings or 21.99 for 15 single-serve packets. For more information call (866) 465-0051 or visit 56 VITAMIN RETAILER Super Earth Nutritional science has unveiled significant reasons why mom s advice to eat your fruits and vegetables should be valued and this research indicates that the powerful phytonutrients found in super fruits and vegetables are vital for human health. However many of these phytonutrients cannot be produced by the human body and therefore must be consumed in the form of plants. Bluebonnet s (Sugar Land TX) Super Earth product line offers kosher-certified whole foodbased supplements from the fruits and vegetables one should eat every day allowing for the opportunity to achieve complete and balanced nutrition while also offering the stringent quality control standards that are synonymous with kosher certification. For more information call (281) 240-3332 or visit WWW.VITAMINRETAILER.COM SEPTEMBER 2015 Go to vibrant for info about this advertiser HEALTHANDNUTRITION Say Yes to NO-- Nitric Oxide By Cheryl Myers esearch on nitric oxide used to be in the realm of obscure scientists. All that changed in 1998 when the Nobel prize for physiology and medicine was awarded to three men who explained how production of this powerful natural compound--a gas called nitric oxide--is used by the body to fight off infection reduce blood pressure prevent abnormal blood clots assure proper neurological function and even to attain and maintain erections. It plays a role in our memory sense of smell and how the muscles in our intestines contract to move food along in the digestive process. Dr. Robert Furchgott Dr. Louis J. Ignarro and Dr. Ferid Murad were American pharmacological researchers who did not work together but each played a role in figuring out exactly why nitric oxide is so important and how it works in the body. Nitric oxide is a cousin of a better known compound called nitrous oxide often used in dental offices. Prior to the work of these pharmacologists most didn t believe nitric oxide activity R in the body was very important. After all it is highly unstable and stays in its original form for only 10 seconds or less. In fact the Nobel awards committee is quoted as stating this was the first discovery that a gas can act as a signal molecule in the organism. The discovery was startling because nitric oxide is totally different from any other known signal molecule and so unstable that it is converted to nitrate and nitrite within 10 seconds. This discovery in the medical world has led to new treatments for erectile dysfunction heart and lung disease and physiological shock. But understanding of how nitric oxide or NO works in the body has major implications in natural medicine and botanical research because many supplements have been shown to increase the creation of NO in the body. NO is very popular with weightlifters and other athletes because it supports circulation by dilating the blood vessels. Many people are aware of the cardiovascular benefits of NO but other biological activities include supporting the neurological system and communication between nerve cells by increasing oxygen delivery aiding the immune system assisting with blood pressure regulation reducing inflammation enhancing sleep maintaining peristalsis (healthy gut motility) and many other crucial processes within the body. The most common cardiovascular disease is called atherosclerosis which is the build up of plaque and calcifications in artery walls which inhibits blood flow and can trap clots. If a blood clot is trapped for a long period of time the tissue that blood vessel feeds starts to die. When this happens in the brain this ic called a cerebrovascular accident (CVA) or stroke. When it happens in the vessels that nourish the heart muscle it is called a heart attack. NO is important in cardiovascular health as it relaxes tight blood vessels and greatly enhances blood flow. The NO in our blood vessel walls offers protection from potential cardiovascular complications like high blood pressure diabetic changes and plaque build-ups. One of the biggest chal- 58 VITAMIN RETAILER WWW.VITAMINRETAILER.COM SEPTEMBER 2015 lenges facing our cardiovascular system is atherosclerosis. If we want to live well and healthy to a ripe old age we need to limit our risk of cardiovascular diseases meaning we need to prevent and control atherosclerosis. One of the best ways to keep atherosclerosis in check is by maintaining optimal NO production in the body. Amino Acids In the human body NO is synthesized from the amino acids L-arginine and Lcitrulline. One theory on how to increase NO production in the body is to supplement with these amino acids in the hope that providing more raw materials will yield more of the desired end product. The research shows that this can be useful. In an animal study mice were given L-arginine for a week and infected with the parasite Plasmodium yoelii. The mouse group supplemented with L-arginine showed an increase in iNOS (inducible nitric oxide synthase) and subsequently NO production. This increase in NO equates to an enhanced immune response and greater protection from parasitic infections (Zheng 2015). In a human study L-arginine supplementation over a sixmonth time period was shown to improve coronary endothelial function even in the smallest blood vessels (Lerman A 1998). An animal study on the combination of oral L-citrulline and L-arginine also showed favorable results. This study demonstrated that the combination enhanced NO bioavailability even with acute dosing (Morita 2014). Another combination study using L-citrulline and reduced glutathione exhibited synergistic effects on NO production (McKinleyBarnard 2015). In addition to amino acids botanicals have been found to stimulate NO production. Therefore it should not be surprising that some of the best known herbal medicines for heart health also show significant impact on the NO system. reducing reactive oxygen species (Feng 2010). A rat study done just this year demonstrated GSE s ability to reduce blood pressure after only a single dose. One of the mechanisms for blood pressure regulation by GSE involves an increase in endothelial NO production (Pons 2015). The production of NO in the lining of the blood vessels (the endothelium) is critical for preventing atherosclerosis. One challenge with GSE has to do with standardization. The key compounds that exert medicinal effects are called polyphenols and the most powerful form in GSE are oligomeric proanthocyanins or OPCs. A quality product should be standardized to a percentage of both polyphenols and OPCs. One standard would be a minimum of 90 percent total polyphenols and of that a minimum of 80 percent that are actually OPCs. Another challenge has to do with size. OPCs come in a variety of sizes and the largest often called tannins are too large to be absorbed though they still count towards the label total. That means even a product with a high standardization may have limited benefits if the OPCs are not small enough to be absorbed and utilized. It may be wise to buy grape seed that is tannin free or at least standardizes its OPCs to only small particles so they can be properly absorbed. Two Kinds of NO Increasing NO production using amino acids botanicals and antioxidant vitamins is almost universally a good thing. NO production decreases with disease and age. However there is another system in the body that when triggered releases massive amounts of NO that can be dangerous. This is only triggered by severe trauma or septicemia (massive infection in the bloodstream) that results in shock. Using healthy supplements that boost NO does not create these dangerous conditions. While the majority of NO s activities are beneficial for the body there is also another side to the NO story. In instances of severe stress or trauma to the body like septic shock a reactive NO response is triggered that can be life threatening. In septic shock the cardiovascular system becomes compromised by low blood pressure and blood vessel collapse and subsequent organ failure or shutdown may follow. An influx of cytokines which are certain inflammatory molecules can trigger iNOS production which plays a direct role in the immune system. This increase of iNOS results in a surge of NO which can drop blood pressure even further and lead to perfusion issues and hypoxia. It is important not to confuse these two physiological processes that involve nitric oxide. Garlic Garlic is one of the best known herbal interventions for improving cardiovascular function. One of the mechanisms behind garlic s therapeutic actions may be the enhancement of NO production (Das 1995). In fact many of garlic s protective effects within the cardiovascular system overlap with NO s activity. Even more impressive may be the combination of garlic with other antioxidants like vitamin C for even more powerful heart benefits. In a pilot human study subjects were given vitamin C garlic or a combination of the two. Vitamin C showed no anti-hypertensive effects by itself whereas garlic showed significant lowering of the average systolic blood pressure. The combination of vitamin C and garlic significantly lowered both average systolic and diastolic blood pressures. When exploring the mechanism by which these changes occurred it was found that endothelial cell NO synthesis increased 200 percent with garlic treatment alone and about 300 percent when combined with vitamin C (Mousa 2007). The Future Almost two decades have passed since three pharmacologists discovered the secret power of NO and were awarded the Nobel prize. Since that time thousands of research papers have been published on nitric oxide. Scientists are still investigating the many ways NO influences our health but one thing is certain dietary supplements eliciting NO production can have tremendous health benefits VR For a full list of references visit Cheryl Myers is an integrative health practitioner author and an expert on natural medicine. Additionally she has a degree in psychology and worked for several years in psychiatric care. She is a nationally recognized speaker who has been interviewed by the New York Times Wall Street Journal and Prevention Magazine. Myers is the head of Scientific Affairs and Education for EuroPharma Inc. ( VITAMIN RETAILER 59 Grape Seed Extract Offering support for cardiovascular issues weight management diabetes and immune function grape seed extract s (GSE) benefits are very farreaching. One of the ways in which it supports the cardiovascular system may be through its connection to NO. GSE has been shown to increase NO levels in the body and is also a super potent antioxidant simultaneously SEPTEMBER 2015 WWW.VITAMINRETAILER.COM OFFTHEPRESS Book Publishers--Submit new books to Janet Poveromo Vitamin Retailer 431 Cranbury Road Ste. C East Brunswick NJ 08816 JanetP Healing Plants Medicine of the Florida Seminole Indians Alice Micco Snow is an elder of the Seminole Tribe of Florida. Speaking English Creek and Mikasuki she has worked as a translator and an herbalist for the tribe. Susan Enns Stans assistant professor of anthropology at Florida Gulf Coast University works actively with the Seminole staff on education issues and college classes and has written articles on Florida culture and on her work with the Seminoles. Together they wrote the first published record of Florida Seminole herbal medicine and ancient healing practices. Healing Plants is a colorfully illustrated compendium of knowledge and practices passed down orally to Snow from generations of her Native American ancestors. The authors overview of Seminole history native medicine and the life of Snow (illustrated with personal photographs) places the healing practices in their cultural context and describes actual treatments. Charts with plant names in Creek Mikasuki and English and lists of plant properties with their common and botanical names offer easy reference. Color photographs provide clear illustrations of many of the plants. Offering insight into the disappearing practice of Seminole traditional medicine the book features herbal treatments intended for babies for people who have had a hysterectomy a stroke blackouts or shortness of breath monkey sickness alligator bites or a speeding heart people who have pain or have been ill for a long time who like to sleep all the time or can t sleep because of worry or bad dreams who are pregnant or on the wagon or have lost wives or husbands. Author Alice Micco Snow and Susan Enns Stans Pages 176 Price 19.95 Publisher University Press of Florida Contact The Fire-Driven Life How to Ignite the Fire of Self-Worth Health and Happiness with a Plant-Based Diet Certified holistic health practitioner and lifestyle coach Vanessa Chamberlin demonstrates how a plant-based lifestyle combined with loving choices can completely change your outlook and energy levels in just a few short weeks through her new book The Fire-Driven Life How to Ignite the Fire of Self-Worth Health and Happiness with a Plant-Based Diet. In The Fire-Driven Life Chamberlin creates a simple foundation for igniting health and happiness centered on a fresh relationship with food and a positive life view. Combining scientific data common sense and culinary creativity into an easy-to-live-with plan for eating a plant-based diet Chamberlin takes the complicated formulas and restrictive regiment out of the kitchen and off the plate. Instead using a simple rainbow of color food organization she attaches easy to remember labels to different foods--what she calls the PlantFire diet--based on their metabolic activity Green-Fire or go foods are foods you can eat any time Yellow-Fire or caution and Red-Fire or stop foods should be approached cautiously and used sparingly and No-Fire foods are foods that should be avoided at all costs. The Fire-Driven Life also shows the reader how easy it is to eat healthy on any budget by providing suggested food shopping lists grocery store shopping tips and a variety of great-tasting recipes perfect for both the seasoned cook or a novice lacking confidence. Author Vanessa Chamberlin Pages 268 Price 25 Publisher Plantfire Publishing Contact (518) 261-1300 ext. 301 60 VITAMIN RETAILER WWW.VITAMINRETAILER.COM SEPTEMBER 2015 Go to astenzymes for info about this advertiser NATURALMEDICINE with Dr. Michael Murray The Positive Estrogenic Effects of Milk Thistle Extract B Y M ICHAEL T. M URRAY ND J ust as the media often creates stories on natural products that lack critical thinking and are fraught with incorrect conclusions sometimes marketers of dietary supplements make the same mistake. As it relates to milk thistle extract (silymarin) there are warnings out in the marketplace that women avoid milk thistle extract as it increases the risk of breast cancer and has estrogenic effects. That is a scary warning but is it valid Not at all in fact telling women to avoid milk thistle extract is doing them a disservice. Why the Controversy There really is not any controversy. There is simply a misguided warning. Looking at the scientific literature the overwhelming majority of studies show positive results in breast cancer models as well as those on bone metabolism and zero estrogenic effects have been noted in clinical trials in humans. The warning is based solely upon selected initial in vitro (test tube) and animal models from several years ago. These sorts of early studies have to be interpreted with great caution as they can produce misleading results because of dosage metabolism and concentration as well as the strain of rodent used. Follow up studies have 62 VITAMIN RETAILER completely eliminated any concern. In fact they show just the opposite--a protective effect. The most comprehensive and authoritative evaluation on the safety of milk thistle extract was conducted by the National Toxicology Program of the United States Department of Health and Human Services. This study administered milk thistle extracts at varying dosages to different strains of mice and rats for periods up to two years the human equivalent of lifelong exposure. The dosages used are simply not possible to achieve in humans taking milk thistle extract (e.g. female rates were given a daily dose of 2 750 mg of milk thistle extract per 2.2 pounds body weight). It would be like a woman taking 192 500 mg of milk thistle extract each day instead of the recommended 150 to 300 mg. So what did the results show There was no evidence of carcinogenic activity. Interestingly female rats demonstrated decreased breast (mammary) cancer and male rats showed decreased liver cancer with milk thistle extract. There are other studies that show silymarin is actually quite promising in both the prevention and possible therapeutic aid in breast cancer. Some of the beneficial effects noted include Prevention of the expression of genes and enzymes pivotal in breast cancer development. Inhibition of breast cancer cell growth and the inhibition of key pathways that cancer cells use to grow. Promotion of apoptosis (programmed cell death) in breast cancer cells. Milk Thistle s Positive Estrogenic Effects The effects of plant compounds often referred to as phytoestrogens like those in in ground flaxseeds nuts and seeds soy many fruit and medicinal plants on estrogen receptors and metabolism is quite complex. Because there estrogenic effects are so weak they actually exert more anti-estrogenic effects on breast tissue by occupying estrogen receptors thereby blocking the effects of stronger estrogenic agents including estradiol and pesticides. On the flip side many phytoestrogens are able to act on bone metabolism in a very positive manner. Preclinical studies with milk thistle extracts are showing tremendous promise in doing just that. So milk thistle extracts block the negative effects of estrogen on breast and uterine tissue while acting in a beneficial WWW.VITAMINRETAILER.COM SEPTEMBER 2015 way to improve bone health. Milk thistle components have been shown to exert dual effects on bone health by preventing the breakdown of bone by cells known as osteoclasts while at the same time improving the building of bone by osteoblasts. While these effects have yet to be proven in clinical studies in humans they do show a positive effect with milk thistle consistent with dietary sources of phytoestrogens. What Do We Know About the Benefits of Milk Thistle Milk thistle extracts (usually standardized to contain 70-80 percent silymarin) have been shown to exert positive effects in promoting improved liver health in double-blind clinical trials in humans. It has also been shown to be safe and quite helpful in several types of liver disease including hepatitis and cirrhosis. The therapeutic effect of milk thistle extracts in these disorders has been confirmed by biopsy as well as by clinical and laboratory data. Silymarin protects the liver by Acting as a direct antioxidant and free radical scavenger. Increasing the cellular content of antioxidant compounds such as glutathione. Stimulating the formation of new liver cells to replaced those that are damaged. A special extract of milk thistle bound to phosphatidylcholine silybin phytosome has been shown to be better absorbed and produce better results than regular milk thistle extract. The standard dosage for a milk thistle preparation is based on its silymarin content (70 210 milligrams three times daily). For this reason standardized extracts are preferred. The best results are achieved at higher dosages that is 210 milligrams of silymarin three times daily. The typical dosage for silybin phytosome is 80 to 120 mg two to three times daily between meals. The dosage for dried milk thistle seeds is 12 to 15 g daily. Again milk thistle extract is extremely well tolerated and is free of significant side effects. It also has no significant interactions with drugs. There is no existing evidence that milk thistle extract possesses any negative estrogenic effects in humans and the existing preclinical studies overwhelmingly shows it may have tremendous protective effects against breast cancer as well as osteoporosis. VR References Abenavoli L Capasso R Milic N Capasso F. Milk thistle in liver diseases past present future. Phytother Res. 2010 Oct 24(10) 1423-32. Bosch-Barrera J Menendez JA. Silibinin and STAT3 A natural way of targeting transcription factors for cancer therapy. Cancer Treat Rev. 2015 Jun 41(6) 540-6. Jacobs BP Dennehy G Ramirez J et al. Milk thistle for the treatment of liver disease a systematic review and metaanalysis. Am J Med 2002 113 506-15. Mohd Fozi NF Mazlan M Shuid AN Isa Naina M. Milk thistle a future potential anti-osteoporotic and fracture healing agent. Curr Drug Targets. 2013 Dec 14(14) 1659-66. National Toxicology Study Group. Toxicology and carcinogenesis studies of milk thistle extract (CAS No. 84604-20-6) in F344 N rats and B6C3F1 mice (Feed Studies). Natl Toxicol Program Tech Rep Ser. 2011 May (565) 1-177. Ramasamy K Agarwal R. Multitargeted therapy of cancer by silymarin. Cancer Lett. 2008 269 352-362. Saller R Brignoli R Melzer J et al. An updated systematic review with meta-analysis for the clinical evidence of silymarin. Forsch Komplementmed 2008 15 9-20. 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 FAMILY OF PUBLICATIONS Branch Out and Join VRM Media s 1995 20 Y ars Celebratingellence e of Exc 2015 VR s Upcoming Issue Highlights Oct. Nov. Nov. 9 29 15 ad closing 8 4 15 ad closing 2015-16 Annual Buyer s Guide & Industry Directory Science of Supplements Winter Issue Free article for all full page advertisers. 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. 103 or e-Mail GaryP SEPTEMBER 2015 WWW.VITAMINRETAILER.COM VITAMIN RETAILER 63 Natural ProductsExpoEastPreview September 17-20 2015 Baltimore Convention Center Baltimore MD The following manufacturers advertising in this issue have submitted information describing their plans for Expo East--product launches show specials and special services are all included below. Booth numbers have also been included to make it easier to find these companies while walking the show floor. Bioforce USA (Herbatint & Annemarie B rlind)-- Booth 4017 Visit the Bioforce USA (Ghent NY) booth for a minimum 20 percent line drive for Annemarie B rlind & Herbatint Permanent Hair Color Don t forget that on Thursday and Friday a certified Annemarie B rlind esthetician will be performing free 15-minute facials and skin consultations. Sign up now as spots are limited and filling up quickly For more information call (800) 641-7555 or visit Bluebonnet Nutrition Corporation--Booth 5625 Please visit Bluebonnet s (Sugar Land TX) booth for trade show specials. New product introductions include Clarinol CLA soft gels which are gluten and soy free non-GMO and are available in 60- and 90-ct. bottles CellularActive Coenzyme B Complex Vcaps which are gluten and soy free kosher certified and available in 50- and 100-ct. Vcaps Earth Sweet Chewable Calcium Magnesium & Vitamin D3 Tablets which are gluten free and kosher certified the tablets are available in Vanilla or Orange flavors and contain 90 tablets and Omega-3 Kosher Fish Oil Vegetarian Soft Gels which are gluten free kosher certified nonGMO and available in 60 and 120 vegetarian soft gels. For more information call (281) 240-3332 or visit C est Si Bon Company--Booth 8510 C est Si Bon Company (Torrance CA) offers the world s most scientifically researched chlorella and the world s oldest commercial-based chlorella since 1964. Besides the U.S. and Japan the product is selling phenomenally in Europe and it is the first choice for integrative and alternative health doctors according to the company. Visit the booth for sample packets and ask for show specials with UNFI (Select) and or Threshold or C est Si Bon. For more information call (888) 700-0801 or visit Carlson Laboratories--Booth 5006 Join Carlson Laboratories (Arlington Heights IL) as the company celebrates its 50th anniversary Carlson is proud to sponsor a lunch and learn with Dr. Alex Richardson. Her lecture Changing Diets Changing Minds The Importance of Nutrition for Behavior Learning and Mood will be held on Friday at noon in room 322. Following the lecture stop by booth 5006 for a book signing. Join Carlson on Saturday for a book signing with Dr. Jacob Teitelbaum from 10 30 a.m.-12 30 p.m. Be sure to visit booth 5006 for new products special discounts a selfie contest giveaways and more. For more information call (847) 255-1600 or visit Capsugel--Booth 5524 Capsugel (Greenwood SC) the world s leading capsule manufacturer offers a full range of products and services to deliver innovative quality dosage forms. With global manufacturing locations in Asia Europe and the Americas combined with unsurpassed service and support Capsugel is a trusted partner in the dietary supplement industry. Capsugel s product line includes capsules made from gelatin or non-animal polymers used for powder or liquid filled solutions. From formulation to packaging Capsugel will help take your product idea from concept to consumer. For more information call (800) 242-1700 or visit Divine Health--Booth 9044 Divine Health (Longwood FL) will be offering a show discount of 30 percent off wholesale at Expo East. Fermented Green Supremefood is a newly developed greens formula containing all USDA organic fermented vegetables and grasses. Dr. Don Colbert New York Times best-selling author of The Seven Pillars of Health and I Can Do This Diet will be hosting a one-hour book signing for his newest book Reversing Inflammation on Friday at 1 p.m. For more information call (407) 732-6952 or visit http Enzymedica Inc.--Booth 5618 Enzymedica Inc. (Venice FL) is dedicated to providing exceptional enzyme-focused supplements at the most therapeutic levels available in the natural foods industry and beyond. It is our commitment to provide unprecedented education and research that propels individuals on the path to vibrant health. At Expo East 2015 product discounts are available up to 30 percent off For more information call (941) 505-5565 or visit 64 VITAMIN RETAILER WWW.VITAMINRETAILER.COM SEPTEMBER 2015 Essential Formulas Incorporated--Booth 5829 Essential Formulas (Farmers Branch TX) distributors awardwinning Dr. Ohhira s Probiotic Formulations and revolutionary Reg Activ containing the only probiotic strain that is proven to naturally raise glutathione naturally inside the cell. Glutathione is a powerful antioxidant that keeps your DNA healthy and detoxifies dangerous free radicals in your body. Join Essential Formulas on Friday from 11 30 a.m. to 12 30 p.m. a the company hosts the education session Patented New Probiotic Powerhouse Proven to Boost Glutathione Levels which will be presented by Ross Pelton RPh CCN and Marc Fremont PhD at the Baltimore Convention Center Room 323. For more information call (972) 255-3918 or visit Nature s Plus--Booth 5010 Nature s Plus (Melville NY) will introduce naturally therapeutic and certified organic Source of Life Garden Multis at Expo East as well as offer several specials including a show discount and the opportunity to spin the Nature s Plus Wheel of Fortune with a qualifying purchase. Stop by to sample the company s most recent nutritious and incredibly delicious SPIRUTEIN PureTrition Source of Life and Animal Parade Liquids Shakes Chewables and Bars For more information call (800) 645-9500 or visit NeoCell Corporation--Booth 4830 FoodScience Corporation--Booth 5115 FoodScience Corporation (Essex Jct. VT) wants you To help severely wounded Veterans receive specially adapted homes so they can live out their lives in safety and comfort. FoodScience of Vermont has partnered with Homes for Our Troops ( and created a line of advanced products to support gastrointestinal health. One dollar from each sale of G.I. Benefits goes to Homes for Our Troops. For more information on G.I. Benefits visit booth 5115 or For more information call (800) 451-5190 or visit Want to get glowing this Expo East Experience the newest innovations in collagen health at NeoCell s (Irvine CA) booth 4038. Showcasing the most technologically advanced delivery systems on the market today NeoCell will be unveiling the Platinum Matrix Collagen six new revolutionary products. Come learn how to get glowing sales for your stores by tapping into the exploding nutricosmetic market. Stop by and speak with NeoCell s nutrition experts and enthusiastic sales team on ways to can partner to build a beautiful business for your retail location. For more information call (949) 699-1626 or visit Health Plus Inc.--Booth 5015 Health Plus Inc. (Chino CA) is excited to bring something new and innovative to your shelves The company s Prebiotic Formula is a blend of pre- and probiotics. Prebiotics are the food necessary for probiotics to survive. But that s not all The all-new Power Digest is a power-packed formula providing your body with key amino acids for muscle recovery as well as digestive enzymes for maximum absorption of your sports supplements. Enjoy an Expo East Special of 25 percent plus 10 percent off. For more information call (800) 822-6225 or visit Nordic Naturals--Booth 5025 Visit the Nordic Naturals (Watsonville CA) booth to learn about the company s latest products that help personalize omega-3 nutrition. You ll find new Ultimate Omega 2X with 2 000 mg per serving. It s Nordic Naturals top-selling concentrate now in double strength. For the early years the company has added Prenatal DHA strawberry and Postnatal Omega-3 with increased EPA to support maternal mood. Don t miss Nordic Naturals usual fun and prizes on Thursday and Friday from 4 to 6 p.m. You could win an iPad2 or Apple Watch For more information call (800) 662-2544 or visit Hyalogic LLC--Booth 5406 Hyalogic LLC (Riverside MO) is leading the way with hyaluronic acid (HA) using a vegan-sourced HA. The company is excited to introduce its New Hair Skin & Nails HA Collagen Builder chewable lozenge. Please stop by booth 5406 for a sample and information. Hyalogic is offering a special of 20 percent off orders placed at the show. For more information call (866) 318-8484 or visit SEPTEMBER 2015 WWW.VITAMINRETAILER.COM North American Herb & Spice--Booth 5824 North American Herb & Spice (Buffalo Grove IL) will offer a 25 percent line drive for the show. Learn about the company s latest formulations including Hempanol a raw critically extracted hemp oil and oregano infusion. For more information call (800) 243-5242 or visit VITAMIN RETAILER 65 Natural ProductsExpoEastPreview September 17-20 2015 Baltimore Convention Center Baltimore MD NOW Foods--Booths 5820 (main) 1627 (food) Visit NOW Foods (Bloomingdale IL) main booth ( 5820) to sample new Berry-Dophilus 10 Billion and popcorn made with Ellyndale Organics Coconut Infusions. The company is also offering up to 33 percent off and special giveaways. Featured products include NOW Sports Fit & Tone Protein NOW Solutions XyliWhite new kids toothpaste flavors NOW Pets Supplements and NOW Probotic-10 100 Billion Restorative Care Seasonal Rapid Relief with EMIQ Cycle Comfort and Natural Eggshell Membrane. At NOW s Food booth ( 1627) the company will introduce Living Now Organic Gluten-Free Quinoa Pastas and Ellyndale Oils. For more information call (630) 545-9098 or visit Renew Life--Booth 5030 Probiotic pioneer Ultimate Flora celebrates 10 years A decade ago Renew Life (Palm Harbor FL) took digestive wellness to a whole new level with the introduction of Ultimate Flora. Recognizing the incredible potential of probiotics in supporting digestive health Renew Life pioneered the development of high-potency multi-strain formulas using Bifidobacteria and Lactobacilli the most prevalent and researched good bacteria found in a naturally diverse and healthy gut. By focusing on innovation and proven science to create powerful and effective probiotic formulas Ultimate Flora became and remains the No. 1 probiotic brand in health food stores. This statement has not been evaluated by the Food & Drug Administration. This product is not intended to diagnose treat cure or prevent any disease. Based on SPINS Natural Channel data unit sales 52 weeks ending 6 14 2015. Pacific Resources International LLC--Booth 628 New Zealand at Expo East Check out the best selection of Manuka Honey and Manuka Honey products imported exclusive by Pacific Resources International (Carpinteria CA). New Manuka Honey Chocolates & Manuka Honey Hand lotions are now available. Also enjoy specials on Clean Pacific Sea Salt dried for 13 months by wind and sun to retain all the natural trace elements. Pacific Resources new Phyto Shield toothpastes are available in three flavors with natural antibacterial Totarol Oil. Direct orders 15 percent discount and free shipping every day For more information call (805) 684-0624 or visit For more information call (800) 830-4778 or visit Superior Source Continental Vitamin Company Inc.--Booth 5525 Superior Source s (Los Angeles CA) No Shot B-12 microlingual instant dissolve tablets now combines B12 B6 and folate all in their bioactive forms. The company s new formula has methylcobalamin 2 000 mcg B6 2 mg (as pyridoxal 5 phosphate) and methylfolate 1 000 mcg (Item 90475). Visit the booth for a show special of 20 percent of free product with show orders. For more information call (800) 421-6175 or visit Topical BioMedics Inc.--Booth 4500 Redd Remedies--Booth 5413 Redd Remedies (Bradley IL) will be offering a number of discounts from September 16-23 including 20 percent off Mix & Match (20 piece minimum) 35 percent off Throat Drop Spinner Display 35 percent off Pain T4 Floor Display and 35 percent off Joint Health Soft Chew Display. New large sizes include Pain T4 (120 capsules) and Joint Health Advanced (120 capsules). Enjoy a discount of 35 percent off when you buy six bottles. For more information call (888) 453-5058 or visit Come visit Topical BioMedics (Rhinebeck NY) new booth 4500 and receive a 25 percent show discount. An R&D leader in patented topical natural biomedicines for pain relief Topical BioMedics (makers of Topricin formulas) launches MyPainAway line of pain relief and healing creams ... introducing new 3-oz. and 6-oz. Fibro Cream for fibromyalgia sufferers and 6-oz. After-Burn Cream to soothe sunburn windburn other minor burns chaffing and blisters as well as reduce scars. All formulas are made in U.S. free of parabens petroleum and are odor- and greaseless. For more information call (845) 871-4900 or visit or UAS LifeSciences--Booth 5240 UAS LifeSciences (Wausau WI) is releasing ADULT CUBES at Natural Products Expo East. ADULT CUBES are a new delicious and fun way to get your daily probiotics and vitamin C in just one delicious cube. These creamy orange probiotic cubes will be available to sample at booth 5420. Aside from the product release UAS LifeSciences is also hosting an Apple iWatch giveaway to UP4 Probiotics retailers and will offer a generous show deal to those retailers that make purchases at the show. For more information call (952) 456-1987 or visit 66 VITAMIN RETAILER WWW.VITAMINRETAILER.COM SEPTEMBER 2015 Natural ProductsExpoEastPreview September 17-20 2015 Baltimore Convention Center Baltimore MD Vibrant Health--Booth 4907 The first 100 visitors who like Vibrant Health (Canaan CT) on Facebook will receive a free gift bag Check out Vibrant Health s new product Trilogy a power pack of supplements containing a fish oil multivitamin and a probiotic. Trilogy comes in two versions one for men and one for women. Super Kids Vibrance (formerly Green Vibrance Junior) makes debut with new chocolate flavor and design featuring super kid characters complete with leaf-shaped capes. Find Vibrant Companions the company s new line of pet products at booth 6434 featuring Joint Hip Digestive Greens and U.T. Health. For more information call (860) 824-4040 or visit Xlear Inc.--Booth 3615 Xlear Inc. (American Fork UT) will showcase its bestselling Xlear Sinus Care and Spry Dental Defense systems along with its Xylosweet and Lite&Sweet sugar replacements. Xlear Inc. is excited to help you and your customers experience the ways that utilizing the natural sweetener can improve your health. The company offers a 15 percent discount to Expo East attendees as well as a dynamic experience learning about why xylitol is the best choice in your upper-respiratory oral and overall health. For more information call (877) 599-5327 or visit Wakunaga of America--Booth 6227 Wakunaga of America (Mission Viejo CA) will be introducing a number of new products at Expo East include Kyolic Liver Care provides a unique blend of clinically proven herbs and nutrients shown to effectively protect the liver Kyolic Brain Energy a proprietary blend of brain supportive herbs and nutrients designed to improve concentration and memory by supporting healthy brain structure as well as Lucky 7 Men s Performance Formula a unique combination of herbs and nutrients specifically formulated to enhance a man s sexual health and desire. The company will also be offering up to a 25 percent discount with distributor participation. For more information call (949) 855-2776 or visit 68 VITAMIN RETAILER WWW.VITAMINRETAILER.COM SEPTEMBER 2015 NEWPRODUCTS VR s New Products section is a FREE service to industry members. Send new product press releases and photos to Janet Poveromo Vitamin Retailer 431 Cranbury Road Ste. C East Brunswick NJ 08816 or email to JanetP alternaVites Kids NEW YORK NY--alternaVites Kids is not just a multivitamin line anymore as the company just launched three quick-melting formulas Vitamin C (MSRP 15.95 30-ct) Vitamin D (MSRP 15.95 30-ct.) and Calcium (MSRP 19.95 30 ct). These melt-in-your-mouth powdered supplements (think pixie sticks) are sugar and gluten free certified kosher contain no GMO ingredients or any animal products or by-products. Available in Tutti Frutti Smoothie Orange Berry Blast and Carnival Swirl flavors these products can also be mixed into foods or drinks. All alternaVites formulas are available in daily dose stick packs for added convenience. For more information call (800) 557-2030 or visit Stay Away BISMARCK ND--Stay Away Rodent by earthkind is the first and only natural pest prevention to meet federal standards for safety and effectiveness according to the company. Originally created for agricultural and commercial use as Fresh Cab the Stay Away line was developed to offer homeowners and households the same level of protection in a consumersized (or retail-ready) package. The line also includes Stay Away Ants Stay Away Spiders and Stay Away Moths. Stay Away retails for 3.99 4.99 for a 2.5-oz. sachet pouch which is effective for 30 to 60 days. For more information call (800) 583-2921 or visit Alkalize & Detox NEWPORT BEACH CA--Containing more than 20 alkalizing and detoxifying agents including beet root parsley turmeric and apple pectin each ingredient in Amazing Grass Alkalize & Detox Green SuperFood is specifically formulated to alkalize by bringing the body to a more natural pH balance while simultaneously detoxing by cleansing tissues of toxins and pollutants. Like all Amazing Grass Green SuperFood products Alkalize & Detox is certified organic non-GMO raw and dairy gluten and soy free. Amazing Grass Alkalize & Detox Green SuperFood is available in 7.4-oz. canisters with 30 servings for 29.99 or 15 single-serve packets for 21.99. For more information call (866) 472-7711 or visit CuraMed GREEN BAY WI--CuraMed 200 from EuroPharma s Terry Naturally brand is pure BCM-95 Curcumin (with up to 10 times the absorption of plain curcumin) in a vegan capsule. The patented BCM-95 ingredient combines turmeric essential oil and curcumin in a proprietary process in which the oil is embedded in each flake of curcumin. The turmeric oil contains healthy compounds called tumerones not found in any other curcumin which not only enhances absorption but increases curcumin s activity after absorption as well. The MSRP for CuraMed 200 is 29.95 for 60 capsules. For more information call (866) 598-5487 or visit Bites With Chia SAN DIEGO CA--Chosen Foods Bites with Chia (MSRP 1.25- 1.50 single serve pouch) are a naturally gluten-free non-GMO super snack made up of organic chia seeds nuts dried fruit and just a hint of organic cane sugar. Bites with Chia provide a clean snacking experience for all. Each perfectly crunchy bite has less than 6 g of sugar per serving 4 g of protein and 900 mg of omega-3. Most importantly chia bites are a well-balanced snack that will provide quick energy without spiking blood sugar Bites with Chia are available in Vanilla Nut and Mango with more flavors planned for the end of the year. Conveniently packaged in single serve pouches Bites with Chia are the perfect grab-and-go snack. For more information call (877) 674-2244 or visit Omega-3 2100 Riviera Beach FL--Ocean Blue Omega-3 2100 provides among the highest combination available of eicosapentaenoic acid (EPA) and docosahexaenoic acid (DHA) with or without a prescription for any omega product according to the company. With 1 350 mg of EPA and 600 mg of DHA each capsule contains super-purified omega-3 and is formulated to eliminate the taste and smell of fish oil. The MSRP for Ocean Blue Omega-3 2100 is 10.49 for 30 soft gels 19.99 for 60 soft gels and 39.99 for 120 soft gels. For more information call (800) SCI-8711 or visit Whole Life Daily AUSTIN TX--Whole Life Daily Multi caps from Natural Vitality include 24 organically grown veggies superfruits and fruits organic quinoa plant protein and organic aloe vera. It also contains a plant-based multi mineral complex vitamins and other supportive nutrients designed to provide a nutritional foundation for an active lifestyle. Whole Life Daily Multi caps retail for 25.95 for 90 capsules. For more information call (866) 416-9216 or visit SEPTEMBER 2015 WWW.VITAMINRETAILER.COM VITAMIN RETAILER 69 NEWPRODUCTS Smell the Roses GREAT BARRINGTON MA--jane iredale s Smell the Roses (MSRP 29) is a 100 percent natural 30 percent organic hydrating facial spritz that moisturizes and cleanses the skin calms irritation and reduces redness according to the company. Its featured ingredient rose damascena flower oil penetrates deep into the skin to tighten clarify and detoxify with a refreshing rose scent. One hundred percent of the profits (not just proceeds) from the sales of Smell the Roses will be donated to Living Beyond Breast Cancer a national education and support organization whose mission is to connect people with trusted breast cancer information and a community of support a mission that closely resembles that of the jane iredale brand. For more information call (877) 869-9420 or visit occasional discomfort that some people experience taking a stimulant laxative. Dandelion and red clover also help to support the formula s cleansing function. Fiber Plus Powder has no added sugar artificial flavor artificial color binders or fillers. For more information call (800) 488-4339 or visit Flower Essences MALIBU CA--Siddha Flower Essences (MSRP 19.95 1-oz. one-month supply) began as a joint venture between an acupuncturist raised in a family of Western MD s and a Marine infantry captain who served two tours in Iraq. Started in 2008 Siddha Flower Essences now offers 24 skus-- 16 for adults four for kids and four for pets. All of the company s products are homeopathic combinations of flower essences and cell salts. By addressing various kinds of stress these remedies are tools to improve physical and emotional health. Stress Relief and Emotional Detox are general stress remedies while the others target more specific kinds of stress. For more information call (800) 570-0021 or visit Probiotic Sport WATSONVILLE CA--Nordic Probiotic Sport ( 29.95 60 soft gels) from Nordic Naturals offers natural support for gastrointestinal (GI) health combining probiotics and prebiotics to promote the growth of friendly bacteria and maintain GI balance. It is Certified for Sport by NSF International and supports optimal immune function for a positive effect on overall athletic performance and long-term health. This statement has not been evaluated by the Food & Drug Administration. This product is not intended to diagnose treat cure or prevent any disease. Flower Lei Fragrance KAILUA KONA HI--The Hawaiian Flower Lei Luxury Organic Perfume Collection from OneSelf Organics is uniquely handmade in Hawaii. The company uses the purest organic ingredients which are sustainably sourced across the Hawaiian Islands. The perfume is an exquisite aroma that captures the true beauty of the Hawaiian flower lei with tuberose gardenia frangipani and certified organic coconut oil. Each perfume is uniquely hand crafted by Hawaiian locals who collect the pure organic ingredients using sustainable farming on the Big Island of Hawaii. Hawaiian Flower Lei Perfume is available as an oil ( 49 10 ml) a perfume balm ( 39 7 ml) or as a Collection Box ( 79.95 10 ml oil & 7 ml balm). Proudly cruelty free Leaping Bunny Program Member For more information call (808) 308-0768 or visit For more information call (800) 662-2544 or visit consumers.php. Fiber Plus Powder ASHLAND OR--Fiber Plus Powder from Yerba Prima combines the action of a gentle senna laxative stimulant with the mild bulking of all five fiber types to strengthen the colon muscles and promote natural regularity. Premium standardized senna extract a potent herb that promotes gentle bowel activity overnight offers reliable relief. In Fiber Plus Powder (MSRP 13.75 12-oz.) ginger root serves as a natural anti-cramping anti-nausea remedy offsetting the Yes to Tomatoes SAN FRANCISCO CA--Yes To Tomatoes recently launched a number of products to help detoxify this skin. The Detoxifying Charcoal Cleanser (MSRP 9.99 5-fl.-oz.) is formulated with tomatoes and salicylic acid to clear up acne by penetrating and unclogging pores. The Acne Clearing Facial Toner (MSRP 9.99 7.7-fl.-oz.) helps remove excess dirt leaving skin feeling balanced and looking clear while preventing future breakouts. It is formulated with witch hazel known for its natural astringent properties and tomatoes to help clear up acne and unclog pores. Finally the Detoxifying Charcoal Mud Mask (MSRP 15.99 2-fl.-oz.) is a super decadent mask that is rich and creamy and helps rid skin of impurities. Formulated with charcoal and salicylic acid to help clear skin and reduce the appearance of acne as well as a botanical blend of tomato aloe watermelon pumpkin and chamomile for extra skin conditioning. For more information visit WWW.VITAMINRETAILER.COM SEPTEMBER 2015 CLASSIFIEDAD Established Leading Quality Nutritional Supplement Company for Sale. Established leading quality nutritional supplement company for sale. Strong brand recognition established distribution network placement in leading chains such as Whole Foods The Vitamin Shoppe and Sprouts. Growing international accounts. The company specializes in the marketing and sales of multivitamins for adults and children with many planned line extensions. Ideal opportunity for a buyer looking for a natural products line with a reputable brand and a successful distribution model in place. Serious and qualified buyer inquires only please. For more Information call (831) 761-9088 or email taylorlaw1050 70 VITAMIN RETAILER ADVERTISERINDEX ADVERTISER Ajinomoto North America Inc. AST Enzymes Bluebonnet Nutrition Corp. Capsugel Carlson Laboratories Inc. C est Si Bon Company Continental Vitamin Company DIVINE HEALTH Enzymedica Inc. Essential Formulas Essential Formulas Evalar USA FoodScience of Vermont Frey Vineyards Generex Labs Health Plus Inc. Herbatint Bioforce Hyalogic Maximum Living Michelle s Miracle Natural Vitality Nature s Plus NeoCell Corporation Nordic Naturals North American Herb & Spice North American Herb & Spice NOW Foods NOW Foods (Personal Care) Nutraceutix Inc. Nutritional Engineering Inc. Pacific Resources Pinnacle Labs Intl. Inc. Redd Remedies ReNew Life Formulas RU VED Scandinavian Formulas Inc. Topical Biomedics UAS Laboratories Vibrant Health Wakunaga of America Co. Ltd. Xlear Inc. PAGE 27 61 C4 36 17 38 13 49 55 11 25 8-9 51 16 24 15 14 18 20 22 21 29 31 7 C2 23 C3 19 46 37 48 33 5 43 50 35 39 47 57 1 3 PHONE (201) 292-3200 (800) 608-1688 (281) 240-3332 (888) 783-6361 (847) 255-1600 (888) 700-0801 (800) 421-6175 (407) 732-6952 (888) 918-1118 (972) 255-3918 (972) 255-3918 (844) 571-9870 (800) 874-9444 (707) 485-5177 (239) 592-7255 (800) 882-6225 (800) 641-7555 (866) 318-8484 (800) 445-4325 (800) 939-3199 (800) 446-7462 (800) 645-9500 (949) 699-1626 (800) 662-2544 (800) 243-5242 (800) 243-5242 (888) 669-3663 (888) 669-3663 (425) 883-9518 (760) 599-5200 (805) 684-0624 (800) 600-4634 (888) 453-5058 (800) 830-4778 (800) 925-1371 (800) 688-2276 (800) 959-1007 (800) 422-3371 (800) 242-1835 (949) 855-2776 (877) 599-5327 WEB ajinomoto astenzymes bluebonnet capsugel carlson cestsibon cvc divinehealth enzymedica essentialformulas essentialformulas evalar foodscience frey generexlabs healthplus herbatint hyalogic maximumliving michelles naturalvitality naturesplus neocell nordicnaturals nahs nahs nowfoods nowsolutions nutraceutix nutritional pacificresources pinnaclelabs reddremedies renewlife ruved scandinavian topicalbiomedics uas vibrant wakunaga xlear INDUSTRYEVENTS September 16-19 Natural Products Expo East Baltimore Convention Center Baltimore MD (303) 998-9208 October 5-9 SupplySide West Mandalay Bay Expo Hall Las Vegas NV (866) 230-2311 December 3-6 SOHO Expo 2015 Gaylord Palms Convention Center Kissimmee FL (727) 846-0320 AUGUST 2015 WWW.VITAMINRETAILER.COM VITAMIN RETAILER 71 Back Talk Robert Craven Twitter robertucraven THIS MONTH Robert Craven is the CEO of FoodState a company that has been working on whole-food supplements since 1973. FoodState markets under the brand MegaFood in the natural retail market. Craven entered the natural industry as CEO of Garden of Life and led them to the No.14 spot on the Inc. magazine list of fastest-growing private companies. He later partnered with natural industry pioneer Jethren Phillips founder of Spectrum Organic Products to successfully build a high-growth organic ingredients business. Craven joined FoodState in May 2011. He is dedicated to transparency and shares extensively on Twitter. Here he discusses MegaFood s most recent transparency initiatives. Question What are MegaFoods Big T Transparency Initiatives and why did you decide to implement them the findings and steps we are taking to improve our operations. 3. Sharing our new product plans-- This is something we haven t seen a company do before. We want to showcase what it takes to craft our premium supplements and even include why some products never make it to the shelf. 4. Sharing testing processes and results--MegaFood has our own onsite laboratory where we conduct over 90 percent of our ingredient and product testing. By sharing with others how we do this we are looking to build trust within the industry along with helping to address quality concerns that have been raised. Answer Not at all Our employees are completely behind the Big T Transparency initiative and are happy to be filmed--they have nothing to hide and are confident in the work they do each and every day. In fact one of our core values is Be Real and we feel like one way we can fulfill that directive is through our Big T Transparency efforts. Our employees understand the impact this is making and the trust it is building with our customers and for our industry. Question You have stated that the company s transparency initiatives were developed over time. Where do you see the most need for transparency within the natural products industry In your opinion what steps can the industry take for better transparency and to build trust with consumers Answer Big T Transparency is all about taking trust for our brands and industry to the next level. Transparency is so often used as a common marketing term we want to go beyond transparency and show our customers that we are confident in peeling back the curtain and introducing all of the processes that go into creating our great products. The four Big T Transparency initiatives are 1. Giving open access to our facilities and strategies--Rather than just telling you what we do we want to actually show you. Anyone can tune into a 24 7 live feed of our facilities at livecams. We also offer regular tours to retailers and even to the public during our annual ZingMojo festival. We are also publicly live streaming a portion of our employee town-hall meetings--I do this from my Periscope account. 2. Bringing our facility audit results online--We will describe the results of our third party facility audits online along with a brief video explaining 72 VITAMIN RETAILER Question What do you want to accomplish with this initiative Answer The main goal of Big T Transparency is to ultimately inspire a new attitude of openness within the supplements industry and build trust with our retailers and customers. We want to be seen as a strong leader of a bold movement. Other supplement companies will soon follow leading to a healthier more trusted industry. Recently the supplements industry has come under a lot of scrutiny and through Big T Transparency we want to show our customers retailers and partners that we are committed to the quality of our products and hopefully generate some positive headlines for the industry. Answer In a time of uncertainty within this industry it s important to build trust with both internal and external audiences and eliminate any doubt about the quality and authenticity of supplement products. There are many ways we can do this but my challenge to the industry is to do it in your own way. Find ways to build trust with your key stakeholders and take bold steps to deliver on it. Transparency is only one way we can all work to build trust--which is the goal. Ultimately we need to not only operate with the highest level of integrity but we have to prove that we do this each and every day. That may start with Big T Transparency at MegaFood but it certainly doesn t stop there. I think we can take this even further. Question It seems that some of the company s employees will be filmed by web cam their entire workday. Was it difficult to get employees on board How have employees been involved with the process toward transparency WWW.VITAMINRETAILER.COM SEPTEMBER 2015 Go to nowfoods for info about this advertiser Go to bluebonnet for info about this advertiser