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Description: In This Issue: The Supple-Foods Revolution!, Pain Relief, Kombucha, and Science of Supplements

ww w. Vi Bu New ye O ta mi No r s nl i nR w eta L G u n e ile i v i d r.c e e om B uy er sG uid e 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 NOVEMBER15 TABLEOFCONTENTS VOLUME 22 NUMBER 12 34 40 46 50 Features 34 Quelling Pain Naturally The search for natural ways to ease inflammation and pain is universal. Columns 4 Off the Cuff 32 Retail Fundamentals 46 Supplement Science 49 Product Spotlight 50 Health & Nutrition 52 Natural Medicine 40 The Supple-Foods Revolution Green and whole foods new look crosses the bridge between food and supplement. 54 Science of Supplements Winter Issue VR is once again responding to retailers increased demand for science and research providing companies with opportunities to describe the insight that goes into their products. Copyright 2015. Vitamin Retailer (ISSN 1537-503x & USPS 0019-972) Volume 22 Number 12 November 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 8 Behind the Counter 10 Trending Now 12 Industry News 28 Expo East Wrap-up 30 Research Update 33 NPA Update 68 New Products 71 Off The Press 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 NOVEMBER 2015 Go to xlear for info about this advertiser OFFTHECUFF Days of Joy t s been several weeks and I ve found a little time to sort through my notes and paperwork gathered at this year s Natural Products Expo East held in the Inner Harbor area of downtown Baltimore MD. There was a vast array of exciting new products and companies as well as the old friends familiar faces and trusted companies we have come to know and depend on. But as the editor-in-chief of a magazine for retailers one of the standout events for me was the Retail Insights and Action Steps from the 2014 NFM Market Overview which offered a wealth of useful pragmatic information--the best kind of advice in my view. It s always helpful and energizing to hear expert ideas on retailing strategies. During the event Andrew Fleming KeHE s vice president of natural channel sales talked about connecting with customers and making shopping fun. Some of his advice for retail pricing and promotion Establish a pricing strategy Know your competition s everyday pricing and promotional strategy Represent all your departments in your promotional flyers online and tagging program Be mindful of category seasonality Establish your digital promotion presence Pass on promotions from suppliers to your customers In stores he stressed building good seasonal displays pushing them front and center. Plus adding a deeper focus on price image--scream out with signage end caps sales prices and savings. Let the customer know you are there to help them. He also suggested a focus on local growth by expanding local offerings to every department in your store. While few customers will know about food miles or carbon footprints the per- I sonal and social benefits are more resonant. He suggested co-hosting a behindthe-scenes local organic event. Celebrate the harvest with a DIY farm-to-dinner table event. Even consider inviting your customers into your home for an event. Remember that you too are local so be your customers local option. Use pictures of the store from the old days to remind the community that you ve been around. Double-down on community engagement with events for children and mommy meet-ups. When it comes to sampling club stores do it best according to Fleming and retailers can learn from Costco s example. Offer sampling consistently and if a customer asks about a consumable product open it for testing right on the spot. You can read more about Expo East on page 28 and see our Expo East slideshow on VR s website at Publisher Daniel McSweeney Editorial Director DanM Associate Russ Fields Publisher RussF Advertising Roy Kieffer Sales Manager RoyK Advertising Gary Pfaff Sales Associate GaryP Editor-in-Chief 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 Terry Lemerond Michael T. Murray ND Cheryl Myers Lisa Schofield Room to Grow When the time comes that you ve reached your store s pinnacle and are considering expanding it s tempting to dive right in warned EuroPharma s Terry Lemerond (who is on top of the list of the aforementioned trusted friends). In this month s Retail Fundamentals article (see page 32) Lemerond said doing your homework first would make the transition much easier and more rewarding in the long run. He outlined a list of points to think about before making the final decision. One of the greatest things about having a health food store is how you make other people s lives so much better he said. Providing real answers that work makes every day on the job a day of joy. So if you re planning to grow a larger business that s excellent. But consider these steps take the time to do it right and you ll be able to look forward to making a bigger impact in your community and a lasting business that makes a difference. 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 NOVEMBER 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. Probiotics are on everyone s radar and this[Dr. Formulated Probiotics Once Daily by Garden of Life] is a very good one. --Mark Stayton Principal Store Sales Manager Supplement Department Manager Martindales Natural Market Springfield PA NORTHEAST SOUTHEAST MARTINDALES NATURAL MARKET Springfield PA VITAMIN MINERAL SUPPLEMENT Liposomal-C by Dr. Mercola SPECIALTY SUPPLEMENT Raw Fit Vanilla by Garden of Life HERBS BOTANTICALS Black Seed Oil by Amazing Herbs FUNCTIONAL FOOD BEVERAGE GTs Kombucha Gingerade PERSONAL CARE Everyone 3-in-1 Liquid Soap by EO HOT PRODUCT OF THE MONTH Dr. Formulated Probiotics Once Daily by Garden of Life HARMONY FARMS NATURAL FOODS STORE Raleigh NC VITAMIN MINERAL SUPPLEMENT KAL Quercetin 1000 mg SPECIALTY SUPPLEMENT Key Lime Omega Swirl by Barlean s HERBS BOTANTICALS Lavender Essential Oil by Aura Cacia FUNCTIONAL FOOD BEVERAGE Energy Smoothie by Harmony Farms Organic Juice Bar PERSONAL CARE Ear Candles by Harmony s Candles HOT PRODUCT OF THE MONTH Curamin Extra Strength by Terry Naturally MIDWEST CENTRAL HARVEST MOON NATURAL FOODS Olathe KS VITAMIN MINERAL SUPPLEMENT Multi by Life s Fortune SPECIALTY SUPPLEMENT Probiotics by Dr. Ohhira s HERBS BOTANTICALS Tumeric FUNCTIONAL FOOD BEVERAGE Hemp Seeds PERSONAL CARE Essential Oils by Aura Cacia and Now Foods HOT PRODUCT OF THE MONTH Aromatherapy Diffusers GREENTREE COOPERATIVE GROCERY Mount Pleasant MI VITAMIN MINERAL SUPPLEMENT Multivitamins by Garden of Life SPECIALTY SUPPLEMENT Ginseng Shots by Prince of Peace HERBS BOTANTICALS Milk Thistle Tincture by Oregon s Wild Harvest FUNCTIONAL FOOD BEVERAGE Lavender Melon Kombucha by KeVita PERSONAL CARE G&S Cones Ear Cylinders HOT PRODUCT OF THE MONTH Magnesium Capsules by NOW Foods NORTHWEST WEST WORLD OF NUTRITION Nampa ID VITAMIN MINERAL SUPPLEMENT Women s Daily Nutrition by Country Life Real Food Organics SPECIALTY SUPPLEMENT Curamin Extra Strength by Terry Naturally HERBS BOTANTICALS Tulsi Holy Basil by Organic India FUNCTIONAL FOOD BEVERAGE Boise Kombucha (various flavors on tap) PERSONAL CARE Lavender Essential Oil by Starwest HOT PRODUCT OF THE MONTH Hurom HH Elite Juicer REAL FOODS MARKET Salt Lake City Orem Herber St. George UT VITAMIN MINERAL SUPPLEMENT Natural Calm Raspberry Lemon by Natural Vitality SPECIALTY SUPPLEMENT Fermented Cod Liver Oil by Green Pastures HERBS BOTANTICALS Lower Bowel Formula by Christopher s FUNCTIONAL FOOD BEVERAGE Redmond Raw Milk PERSONAL CARE Chocolate Karat Serum by Living Libations HOT PRODUCT OF THE MONTH Great Lakes Gelatin Retailers interested in having their stores featured in Hot Sellers can visit hotsellers. 6 VITAMIN RETAILER WWW.VITAMINRETAILER.COM NOVEMBER 2015 Go to nordicnaturals for info about this advertiser BEHINDTHECOUNTER Friends With Natural Expertise Create a Niche in Arizona inzai s Market stands out in Sedona AZ as the only locally owned health food store in the area. And it is owned by two friends Rinzai Zwerin and Sabine Jan who share a vision of quality caring and simplicity. The owners hand pick products and thoroughly review a manufacturer its products and ingredients before offering them to customers. In addition Rinzai s Market has two professional botanists that make their herbal formulas Rinzai s Herbals. An example of the freshness and potency of the store s herbs is valerian. Its root is hand harvested by a farmer in Wisconsin overnight shipped to the retailer s herbalist and processed into solution the next day. Our store is unique in many respects small independent successful stores are a rarity these days. We ve been in business since 2000 and occupy a niche that is long forgotten in this era of chain stores and online giants Zwerin said. RINZAI S MARKET (SEDONA AZ) R Zwerin has 35 years of experience using flower essences herbal remedies and nutritional supplements. He graduated from the New Mexico School of Natural Therapeutics studied ayurvedic medicine has worked with renowned herbalists and health care professionals and has been teaching kinesiology the scientific study of human movement for more than 20 years. He is available to help customize a supplement regimen specifically for each customer s individual needs. This can be done in-store and also on the Rinzai s Market website which features Ask Rinzai a questionnaire for a detailed consultation. I am not a doctor therefore I never diagnose treat or prescribe medicine for our customers Zwerin stressed. But what he can do is offer his expertise and understanding to help customers choose the herbal supplement they feel is best for them. Owners Sabine Jan and Rinzai Zwerin Store Organization Both Rinzai s brickand-mortar store and website are organized based on health topics and synergistic combinations. In other words it s organized by function with a section dedicated to the immune system a section for liver support another for women s support etc. Our customers really appreciate that they can look for products in their area of need rather than by brand Zwerin explained. He added that approximately 25 percent of the space is dedicated to supplements 15 percent to beauty care products and 60 percent to groceries. Rinzai s also carries a 8 VITAMIN RETAILER large gluten-free and raw food products section and a large selection of healthy chocolates too. We are very selective about what we carry and our customers know we do a lot of homework on a product before it goes on the shelf. Our prices are also generally lower than the large national chain that is here in Sedona Zwerin continued. Rinzai s Market also has a focus on local. The store has local beekeepers that bring fresh pollen and honey local gluten-free producers that provide breads and treats delicious raw chocolate truffles and freshly made in house sandwiches and raw pates. Rinzai s market is also the only store in Sedona that has an Arizona state certified raw milk dairy supplying fresh raw milk to the store. The closest competitor to Rinzai s is only a block away and yet according to Zwerin is worlds apart. It is a big box store that offers many great products but it s not nor could it be as service orientated as we are he said. With more than 100 vendors Rinzai s Market has an impressive selection of products. The store uses many regular wholesalers such as UNFI and New Chapter but they also utilize quite a few small companies that meet their standards such as Whole World Botanicals Healthforce Nutritionals Sun Warrior Simply Divine Botanicals and Honey Girl Organics to name a few. According to Zerwin many of the brokers vendors and reps that they work with have told them that Rinzai s is a unique operation. From what I hear there are almost no stores like ours left in the natural foods industry. Our customers are grateful that there is a store they can go to that is easy to shop in small and caring. We enjoy what we do and do it with respect for our customers staff and community he said. WWW.VITAMINRETAILER.COM NOVEMBER 2015 Go to essentialformulas for info about this advertiser TRENDINGNOW Kombucha Move over craft beer--this ancient fermented tea s popularity is growing T he history of kombucha dates back as far as 221 B.C. during the Tsin Dynasty in China more than 2000 years ago and was steeped in healing traditions. Known as the tea of immortality and an elixir of life kombucha is made by fermenting tea and sugar with a kombucha culture called SCOBY (symbiotic culture of bacteria and yeasts) or better known as the mother said Juanita Landon assistant store manager with Garner s Natural Life in Columbia SC. According to Seeds of Health a U.K.based kombucha website the culture looks like a beige or white rubbery pancake. It is placed into sweetened black or green tea where it digests sugars. The result A bowl full of vitamins particularly B and C amino acids enzymes and probiotics. Retailers noted that kombucha is not a new product nor is it a fad as much as a resurgence in popularity for this ancient concoction. I remember purchasing my first kombucha drink well over 10 years ago. However within these last 10 or so years I ve seen its popularity steadily increase. Right now it certainly seems to be at an all-time high in terms of popularity and mainstream acceptance said Mary VanMetre frozen dairy department buyer for Food Fantasies in Springfield IL. The final product produced by fermentation has a taste resembling an apple cider or champagne depending on what kind of tea you use. Raine Orris a wellness associate at Garner s Natural Life said she is a buchi lover and shared information about kombucha taste and flavors. Orris favorite flavor for the past several years is Water by Buchi a local kombucha brand based in Ashville NC only a two-hour drive from the store. It is a sweet and salty combination of elderberry blueberry and coconut water. Among other sweeter fruity flavors is Unlimited a blend of apple and lime and Avonlea a mixture of orange mango and sea buckhorn which is my new favorite flavor It is probably one of the milder flavors that is great for those new to the kombucha scene she said. BY CORINNE ANDERSON Buscher more than seven years ago. The company is bioregional and only ships east of the Mississippi according to Mike Numinous vision caster and kombucha ambassador of Buchi. Buchi isn t just something we manufacture to make money we think of it as our medicine for the people and craft both our kombucha and company to try to make a positive difference in the world he said. Buchi partners with three programs each associated with a flavor Sovereign partnered with Farm To Consumer Legal Defense Fund Seed partnered with Groundswell International and Avonlea partnered with Avonlea Learning Community. The company donates five cents to the programs from every bottle sold. Buchi also offers seasonal holiday flavors in November and December along with the Intentional Series and the Elemental Series for a total of eight different flavors. We offer 20 flavors of Kombucha that appeal to a wide range of palates from slightly sweet (Strawberry Serenity) to spicy (Gingerade) to tart (Cosmic Cranberry) according to G.T. Dave owner of GT s Kombucha in Beverly Hills CA. Our Synergy line of fruit-infused kombucha features more playful and approachable flavors with hints of fresh pressed juice while our flagship Kombucha line pleases more sophisticated palates with herbal and root-based ingredients. ens the taste buds. The Fire Buchi is made with all organic ingredients--raw kombucha apple juice freshly pressed ginger beet juice cayenne and other spices. Oftentimes I find customers asking if the flavor is too bitter and too acidic (like vinegar) in taste Orris explained. There is also a fascination with the concept of the fermentation of the tea and the carbonation-like qualities of this raw drink. In response to that we assure them that the entire process is naturally occurring raw and organic. So Why the Surge in Interest Kombucha has made its way into mainstream media garnering coverage from Mother Earth News Martha Stewart Living Woman s World and even in a web article by Wine Enthusiast called Six (Trendy) Kombucha Cocktails. While media attention is growing the main source behind spreading awareness about the product is word of mouth according to Retailer Bill Ayzin owner of Wealth of Health in Idaho Falls ID. I believe it s a trend caused by media coverage and publicity for all kinds of probiotics he said. And since he does not see advertising or marketing for kombucha products like other categories word of mouth is important. People are remembering the impact of what they put into their bodies both for personal health and strength of our food system. While soda sales have been steadily declining for the past 10 years kombucha has been one of the fastest growing segments of the beverage industry Numinous added. At the same time interest around local and artisan producers fermentation and craft brewing has been skyrocketing. Kombucha captures the accessibility and appeal of a soft drink the health benefits of a living fermented food and the social appeal of a craft beer. Interest in kombucha is also rooted in society s growing awareness about healthy eating habits and the choices consumers are making based on health-- a food revolution where overall health Acquired Taste VanMetre noted that some people think of kombucha as harsh and difficult to drink but because there are so many different brands available with a range of flavor profiles there is something out there for just about everyone. I personally like the stronger flavored varieties she shared. And she is not alone. Jeff Garner coowner of Garner s Natural Life enjoys Fire by Buchi one of Buchi s top-sellers. This is a kombucha that packs a punch Orris said. When Jeff shared his Buchi Fire with me it reminded me of a ginger beer with a spicy kick that awak- Craft Teas Buchi is the first commercial kombucha brewery in the Southeast started by two moms Sarah Schomber and Jeannine 10 VITAMIN RETAILER (Continued on page 48) WWW.VITAMINRETAILER.COM NOVEMBER 2015 Go to nowfoods 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 Peanut Corporation of America Sentencing I n 2008-2009 a deadly outbreak of Salmonella typhimurium killed nine and resulted in many sickened. The executives of the company Peanut Corporation of America (PCA) which supplied peanut products including organic peanut products were criminally charged in 2014 along with production managers who knew about the salmonella contamination. This case has the potential to set a precedent for food safety and act as an example of the Food Safety Modernization Act (FSMA). Stewart Parnell second-generation chief executive of the family-owned peanut enterprise was sentenced to 28 years in prison. The criminal charges were based on his knowing that the peanut products he was shipping were contaminated with salmonella. His brother Michael Parnell was sentenced to 20 years and Mary Wilkerson former PCA quality assurance manager was sentenced to five years. They plan to appeal. Samuel Lightsey and Daniel Kilgore who were production managers at Peanut Corporation of America in Blakely were also sentenced on October 1 in Albany NY. Lightsey received a sentence of 36 months in federal prison and Kilgore received 72 months for their parts in the salmonella outbreak. The two had pleaded guilty to mail fraud wire fraud and conspiracy. Both Lightsey and Kilgore were witnesses in the 2014 trial against Stewart Parnell Michael Parnell and Mary Wilkerson. According to the sentences imposed by U.S. District Court Judge W. Louis Sands are the most severe criminal sanctions ever imposed on American food executives over food safety. This sentence shows that the courts are willing to drop the boom on whitecollar criminal defendants whose elevation of profits over safety go so far as to kill people said white-collar criminal law expert Rena Steinzor. Parnell ordered the shipment of peanut paste contaminated by salmonella that not only killed nine people but also produced one of the biggest recalls in food safety history. His factory was a disgusting place with broken equipment a leaking roof and rodent droppings throughout. Hopefully this kind of prosecution will motivate the Congress to fully fund FDA (U.S. Food and Drug Administration) efforts to prevent such tragedies. Americans expect and deserve the highest standards of food safety and integrity said Dr. Stephen Ostroff FDA acting commissioner. Those who choose profits over the health and safety of U.S. consumers are now on notice that the FDA working with the Department of Justice will strive to use the full force of our justice system against them. For more information visit or Sprouts Farmers Market to Expand in 2016 rizona-based Sprouts Farmers Market announced plans to add 12 locations to its growing number of grocery stores in early 2016. Locations include California Missouri Colorado Tennessee Texas and Georgia. Each store opening will bring about 100 jobs to the communities the company said. By the end of 2015 Sprouts will have opened 27 new stores including three new states Missouri Alabama and Tennessee. For more information visit A FDA Announced Final Rule on Preventive Controls for Human Food T he Natural Products Association (NPA) attended an U.S. Food and Drug Administration (FDA) briefing on September 10 for industry stakeholders discussing the FDA s Current Good Manufacturing Practice and Hazard Analysis and Risk-Based Preventive Controls for Human Food (Final Rule) under the Food Safety and Modernization Act (FSMA). The FDA hasn t set a date(s) yet on when the rules will be enforced but has a timeline for when businesses will need to comply. We also are revising certain definitions in our regulation for Registration of Food Facilities to clarify the scope of the exemption from registration requirements provided for farms and in so doing to clarify which domestic and foreign facilities are subject to the requirements for hazard analysis and risk-based preventive controls for human food the FDA ruling stated. Compliance dates range from one to three years depending on the type and or size of the business. Webinars aimed at discussing the Preventive Controls for dietary ingredients was brought up and a date is pending. Final rule is intended to build a food safety system that makes modern science- and risk-based preventive controls the norm across all sectors of the food system. FDA will be hosting three webinars soon after the release of the FSMA Final Rules on Preventive Controls. These rules will set new safety requirements for facilities that manufacture process pack or hold human food and animal food. For more information visit articles 2015 09 17 2015-21920 current-goodmanufacturing-practice-hazardanalysis-and-risk-based-preventivecontrols-for-human or food guidanceregulatio n fsma ucm461791.htm. 12 VITAMIN RETAILER WWW.VITAMINRETAILER.COM NOVEMBER 2015 Go to rainbowlight for info about this advertiser Go to borlind for info about this advertiser INDUSTRYNEWS President Obama Nominates Robert Califf MD to Lead FDA ccording to an online report posted on the White House announced that President Obama nominated Robert Califf MD to be the next commissioner of the U.S. Food and Drug Administration (FDA). Califf is currently the deputy commissioner for Medical Products and Tobacco for the FDA. If the Senate confirms Califf will replace Dr. Margaret Hamburg who A recently resigned to take a job with the Institute of Medicine as the foreign secretary. Interim commissioner has been Stephen Ostroff MD. Califf joined the FDA in February after working with Duke University in Durham NC as a cardiologist medical professor and researcher. According to the article Califf had been considered for this position previously. Califf is in a sense the ultimate insider for the job having been groomed for this position since the George W. Bush administration said Daniel Carpenter Harvard University professor of government. Many will worry that unlike many past commissioners--including his predecessor--he has little public health experience. For more information visit AAHP Proposes Broad Use of Disclosures o better help consumers make informed choices the American Association of Homeopathic Pharmacists (AAHP) proposed strengthening product label and advertising disclosures to the Federal Trade Commission (FTC) in Washington D.C. at the agency s Homeopathic Medicine & Advertising workshop on Sept. 21. The industry recently tested three different disclaimers and reported the findings to the FTC. The use of one of these three disclaimers resulted in 92 to 99 percent of the participants understanding that the U.S. Food and Drug Administration (FDA) did not review the label claims for homeopathic drugs. This is a great path forward in providing consumers with additional purchasing information while maintaining their access to a choice that American families have relied upon to relieve simple conditions in the home for generations said Mark Land president of AAHP. Currently most consumers can differentiate between homeopathic and conventional OTC products. Only 24 percent of consumers in the AAHP study assumed that the FDA reviewed claims for homeopathic medicines as opposed to 76 percent of consumers who correctly understood only conventional OTC products to be FDAapproved. Additionally the percent of misperception was lower than consumers who believed the FDA approved claims for cosmetics pet foods and groceries. For more information visit T Go to frey for info about this advertiser VITAMIN RETAILER 15 NOVEMBER 2015 WWW.VITAMINRETAILER.COM INDUSTRYNEWS NPA Moves Against Massachusetts Legislation he Natural Products Association (NPA) is working to defeat a proposal in the Massachusetts legislature which would deny minors access to purchase common dietary supplements. It makes no sense at all to ban safe natural products or move them behind the counter when minors can still buy sleeping pills pseudoephedrine and Dramamine. T Dietary supplements are simply natural ingredients found in foods and restricting access to them is unfair to Massachusetts-consumers hurts responsible retailers and drains the state budget through lost sales taxes. Nobody wins said Dr. Daniel Fabricant president and CEO of the NPA. In the state of Massachusetts according to a press release minors are legally allowed to purchase medications like sleeping pills Dramamine and pseudoepehedrine all over-the-counter medications but the new proposal introduced by Massachusetts State Representative Kay Khan (House Bill Number 3471) would not allow them to purchase wellness products like whey protein. For more information visit PETA Sues Whole Foods Market ccording to the People for the Ethical Treatment of Animals (PETA) website the organization is suing Whole Foods Markets over Humane Meat claims. The animal rights group filed a claim with the U.S. District Court for the Northern District of California by the law firm Hagens Berman Sobol Shapiro LLP that claims Whole Foods Market s 5 Step Animal Welfare Rating System violates California consumer-protection laws by getting shoppers to pay higher prices for meat from animals on farms raised under standards that differ little if at all from the industry s minimum standards. More information regarding the 5Step rating can be found on the Global Animal Partnership and Whole Foods websites. Humane meat is a myth that dupes well-intentioned shoppers into paying higher prices for the very products of crowding lingering death and suffering that they were trying to avoid said PETA Foundation Director of Animal Law Jared Goodman. The only way to avoid the pervasive cruelty involved in modern meat production is to go vegan but PETA s lawsuit seeks an end to Whole Foods lies. We are aware that PETA has filed a suit against us in California but have not yet been served Whole Foods spokesman Michael Silverman wrote in an email to The Washington Post. It is important to remember that PETA s mission is a total end to animal agriculture and their claims against our business are generated with that specific goal in mind. For more information visit or A Go to capsugel for info about this advertiser 16 VITAMIN RETAILER WWW.VITAMINRETAILER.COM NOVEMBER 2015 Go to cvc for info about this advertiser Go to herbatint for info about this advertiser INDUSTRYNEWS Bayer Favored in FTC Suit he Federal Trade Commision (FTC) suit vs. Bayer over probiotic claims has favored Bayer denying the FTC s motion to hold Bayer in contempt of a 2007 consent order for promoting Phillips Colon Health. The suit was about whether or not clinical trials were necessary for Bayer to conduct before it promoted Phillips Colon Health probiotics. U.S. District Judge Jose Linares of the District of New Jersey filed an accompanying opinion on his ruling however he did so under seal--which was T not released until October 8. The issue began seven years ago when the FTC Bayer subsidiary Bayer HealthCare for claims made in regards to the product One-ADay WeightSmart multivitamins. In 2007 the FTC filed a civil action against Bayer because of their ad claims about WeightSmart were not based on scientific evidence. It was settled immediately and Bayer agreed to not make claims about product benefits with the required competent and reliable scientific evidence for future dietary supplement claims. According to Law360 s article the government argued that randomized clinical trials are needed to satisfy that obligation whereas Bayer said that a clinical trial requirement exceeds what Congress has demanded of supplement makers. The article went on to say Bayer said that it can t be held in contempt because of the 2007 ruling failed to provide clear and unambiguous notice of requirement. The case is U.S. v. Bayer Corp. case number 2 07-cv-00001 in the U.S. District Court for the District of New Jersey. For more information visit or Go to hyalogic for info about this advertiser NOVEMBER 2015 WWW.VITAMINRETAILER.COM VITAMIN RETAILER 19 INDUSTRYNEWS 47-Day Body Transformation Challenge lympian Labs Inc. an Arizonabased national health supplement company partnered with Arizona-based Jeremy Scott Fitness to bring the 47-Day Body Transformation Challenge to 26 participants from Arizona to Maine. The challenge took place between August 10 and September 26. Arizona participants trained at Jeremy Scott Fitness in Scottsdale AZ while those out of state completed the program entirely online. At Olympian Labs we re dedicated to changing and improving lives said President and CEO David Besins. We covered O the cost of the 47-Day challenge for the 26 participants to demonstrate how people can take control of their lives and change for the better. We re proud to have played a role in their accomplishments. Each participant had to apply to be part of the 47-Day Body Transformation Challenge. They were individually selected based on a desire to make drastic changes in their life including body nutrition relationships career goals mindset and overall health. There were eight male and 18 female participants ranging in age from their 20s to their 60s. Olympian Labs provided each participant with health supplements including Vanilla Pea Protein 8 in 1 Greens Probiotic Daily Essentials Adult Multi-Vitamin Vitamin D Omega 3 Fish Oil and CLA (Conjugated Linoleic Acid). The top three participants Rob Fielding of Schaumburg Il Beau Shoppa of Phoenix AZ and Kris Olson of Grove City OH all commented on the positive experience. I learned that if I want changes I have to be the one that changes. I had to really look at my eating habits myself and my confidence. I have pushed myself in areas that I never have before Olson said. For more information visit Whole Foods Market Reduced Workforce hole Foods Market announced that it will be laying off about 1 500 employees over an eightweek period. This will result in a 1.6 percent decrease in the workforce for Whole Foods Market. This is a very difficult decision and we are committed to treating affected team members in a caring and respectful manner. We have offered them several options including transition pay a generous severance or the opportunity to apply for other jobs. In addition we will pay these team members in full over the next eight weeks as they decide which option to choose Walter Robb co- W CEO of Whole Foods Market said. In a statement the company said that the layoffs are part of an ongoing commitment to lower prices for its customers and to invest in technology upgrades while improving its cost structure. The company has 2 000 open positions which workers who are being laid off can apply to. However they may take a pay cut and drop in status. According to the company in the last year it has added 9 000 positions and created more than 35 000 in the past five years. But within the last six months the stock is down more than 40 percent according to an article by Fortune. We believe this is an important step to evolve Whole Foods Market in a rapidly changing marketplace Robb said. For more information visit FTC Mails LeanSpa Consumers Refund Checks he Federal Trade Commission (FTC) mailed 23 406 checks totaling more than 3.7 million to consumers who lost money after buying LeanSpa a supplement that was alleged to have been deceptively marketed for weight loss. The FTC and the State of Connecticut sued the marketers of LeanSpa in December 2011. They said that the company used fake websites to promote acai berry and colon cleanse weight-loss products and falsely told customers they could T receive free trials by paying a nominal shipping and handling cost. Consumers paid 79.95 for the trial and the monthly shipments of the product were hard to cancel. LeanSpa marketers settled the complaint in 2014 and agreed to stop their allegedly deceptive practices and surrender assets for consumer redress the FTC said. According to the FTC Affected consumers will receive an average amount of 160.10 from the FTC s refund administrator Rust Consulting Inc. Consumers should deposit or cash the checks within 60 days of the mailing date. For more information call (866) 621-4156 or visit WWW.VITAMINRETAILER.COM NOVEMBER 2015 20 VITAMIN RETAILER Go to essentialformulas for info about this advertiser INDUSTRYNEWS Topical BioMedics Visited by Max Wohlgemuth Kitslaar ew York-based Topical BioMedics Inc. hosted Amsterdam resident Max Wohlgemuth Kitslaar at the conclusion of his six-month 10 000mile motorcycle journey from Santiago Chile to New York. Kitslaar s journey titled Connecting Las Americas is a project to document socially conscious businesses that work toward creating a better world. He then shared those stories online. He wanted to counter the negative perceptions by showing that there are inspiring N people and socially responsible companies focused on addressing the world s problems everywhere according to the company. We were delighted to meet Max and honored that he chose to end his long amazing journey by visiting us and listening to our story said Lou Paradise president chief of research and inventor of the company s Topricin and MyPainAway line of pain relief and healing cream formulas. We have always practiced business in a socially conscious way and we were gratified when B Lab championed for-profits that are doing well by doing good. To be documented by Max along with brother and sister North and South American B Corps as well as many other successful businesses that are operating with heart and soul in a socially responsible manner is an absolute honor. For more information visit or Amelia Bay Launches New Website melia Bay a Georgia-based tea provider launched a new website The site has been designed to be a resource for food and beverage formulators particularly those interested in the RTD beverage marketplace the company said. We wanted our new website to be clean and clear just like our tea John Harper Crandall vice president of sales Amelia Bay said. It reflects our new tagline Better tea is brewing which truly sums up what we do as a company. Amelia Bay s website includes features such as responsive design focus benefits of brewed tea vs. powdered a knowledge center which shares the latest information regarding both brewed tea and RTD iced tea markets highlights about how Amelia Bay partners with manufacturers from sourcing to bottling and paperwork trends in the industry tea and dairy highlights as well as a Request a Sample button for easy ordering. For more information visit Diamond Herpanacine Celebrates 25 Years ennsylvania-based Diamond Herpanacine of PA (DH of PA) is celebrating its 25-year anniversary. The company is known for selling vitamin supplements by the late Dr. Wayne Diamond a naturopath and psychotherapist. After 25 years our No. 1 goal remains the same. We strive to keep clients healthy in a safe natural way said Leslie Diamond president of DH of PA. DH of PA is slated to release additional Dr. Diamond formulas in the coming years. We still have many of Wayne s formulas that he used successfully in his practice due to be released. We are excited to continue sharing his knowledge and expertise in natural medicine with as many people as we can reach helping them to be their healthiest selves Diamond said. For more information call (215) 885-6880 or visit A P Paws and Stripes and Nordic Naturals alifornia-based Nordic Naturals has kicked off its Buy One Bottle. Help Two Heroes campaign with New Mexico-based Paws and Stripes. With each bottle purchased from October 1 to December 31 2015 Nordic Naturals will donate 1 to the organization. Paws and Stripes pairs returning veterans and shelter dogs together to provide therapeutic assistance. Nordic Naturals products will support a 30 000 donation to Paws and Stripes plus a year s supply of omega3s for the veterans and C service dogs in their program. Lindsey Stanek CEO and co-founder of Paws and Stripes said Paws and Stripes is thrilled to work with Nordic Naturals on this campaign We love seeing companies like Nordic Naturals who share our goals of helping both people and animals. Working together gives us the opportunity to help even more dogs and veterans. Qualifying products from Nordic Naturals include all bottle sizes of Ultimate Omega Omega3 Complete Omega EPA EPA Xtra DHA DHA Xtra Vitamin C Gummies Vitamin D3 Gummies Omega-3 Pet and Pet Cod Liver Oil. We are aware of the enormous challenges our returning veterans face said Joar Opheim founder and CEO of Nordic Naturals. Every day we lose more than 20 to suicide. And with regard to shelter dogs more than a million are euthanized annually. This program offers crucial support to our veterans while also giving shelter dogs a loving home. We are proud to support the important work of Paws and Stripes and we re excited to give our customers an opportunity to support them as well. For more information visit en paws_and_s tripes_campaign q4_2015 1207. 22 VITAMIN RETAILER WWW.VITAMINRETAILER.COM NOVEMBER 2015 Go to carlson for info about this advertiser INDUSTRYNEWS NeoCell Partners with Vitamin Angels N eoCell (Irvine CA) jumpstarted its annual fall campaign with Vitamin Angels. Starting October 1 through December 31 NeoCell will donate 25 cents to Vitamin Angels for every product that it ships. The goal of Vitamin Angels is to provide lifesaving and life changing vitamins to both children and mothers in need. The campaign will include special neck tags to promote the organizations mission and a hashtag on social media GivingIsBeautiful to encourage donations directly to Vitamin Angels. Kicking off our partnership with Vitamin Angels is one of our favorite times of the year said Jessica Mulligan NeoCell vice president of sales and marketing. It s become an important component of our identity as a company and a key part of our growth the more success we have the more we can give back. Our friends at NeoCell are truly committed to giving every child the chance to live a healthy life. Their support of our work and culture of generosity is a beautiful thing said Howard Schiffer president and founder of Vitamin Angels. For more information visit or Teawolf Adopts Guayusa he American Botanical Council (ABC) has announced that New Jersey-based natural ingredients manufacturer Teawolf adopted the caffeine-rich South American herb guayusa a member of the holly family through the ABC Adopt-an-Herb Program. The three-year commitment will help ABC keep the HerbMedPro an interactive and comprehensive database regarding the use and effects of herbs on human health up to date with the latest scientific and clinical research on the herb. For more information visit or Natural Calm Now Non-GMO Project Verified T T exas-based Natural Vitality earned NonGMO (genetically modified organism) Project verification for Natural Calm Plus Calcium. Adding this certification to our other Non-GMO Project verified products exemplifies Natural Vitality s commitment to not only rejecting GMOs in our product line but is also taking an active advocacy role in the greater cause of GMO labeling Ken Whitman president of Natural Vitality said. The company s magnesium supplement Natural Calm was one of the early supplements to receive Non-GMO Project verification. The company also published a free eBook Calmfully Non-GMO which is available on its website covering the ways to live GMO-free without stress. For more information visit OTA at Milan World s Fair he Milan exposition held in Italy marked the first time for the Organic Trade Association (OTA) to participate in a World s Fair or International Exposition. In one of a group of discussions OTA led at the international show OTA spotlighted the four influential organic leaders for its Women Leading the Organic Way session. Panelists were Anne Alonzo administrator of the Agricultural Marketing Service at the U.S. Department of Agriculture (USDA) Laura Batcha executive director and CEO of OTA Ariane Lotti farmer and agricultural entrepreneur and Liz T Neumark founder and CEO of Great Performances & Katchkie Farm. OTA participated in three other discussions at the expo Organic AgTech Exploring the Intersection of Organic Agriculture and Technology Argicultural Innovation Planting the Seeds for Sustainable Future and finally 15 Organic Myths Busted in 15 Minutes or Less. The expo s theme Feeding the Planet Energy for Life explored the huge challenge of finding a balance between meeting the nutritional needs of the global population and respecting the planet. The six-month show which closed on October 31 featured food and agricultural technology and innovations from more than 140 participating countries and attracted more than million visitors from around the world. The theme of the U.S.A. Pavilion was American Food 2.0 United to Feed the World. For more information visit 24 VITAMIN RETAILER WWW.VITAMINRETAILER.COM NOVEMBER 2015 Go to nowsolutions for info about this advertiser INDUSTRYNEWS Global Consumers Will Pay More for Sustainable Brands ccording to 66 percent of global consumers say they are willing to pay more for sustainable brands which is up from 55 percent in 2014. Global Millennials are willing to pay extra too 75 percent of them which is also up from 50 percent in 2014. The Nielsen Global Cooperate Sustainability Report shows that in the past year consumer goods from brands A committed to sustainability grew more than 4 percent globally while those without the commitment grew less than 1 percent. Sustainability is a worldwide concern that continues to gain momentum-- especially in countries where growing populations are putting additional stress on the environment said Grace Farraj senior vice president public development and sustainability Nielsen. An increasing number of consumers in developed regions consider sustainability actions more of an imperative than a value-add. Some reasons behind this increase include brand trust willingness to pay age health and wellness environment and ads. For more information visit or Vets Plus and ProLabs Join Forces isconsin-based Vets Plus Inc. an animal health company will manufacture and sell FLEX Rx beginning in October. The company will be the distributor of the product in OTC (over-the-counter) channels. It expanded its licensing agreement with ProLabs (Missouri) to incorporate manufacturing and selling of its FLEX Rx joint products. FLEX Rx is a chewable tablet formulated for the support of joint health in aging dogs with issues such as obesity poor diet or stress on joints. Vets Plus has been manufacturing this product however the company will become the exclusive manufacturer and OTC distributor for the product as well. The addition of FLEX Rx to the Vets Plus product line is an exciting development. Our goal is to improve the overall health of pets by providing them nutritional support. FLEX Rx certainly fills this goal allowing consumers a high-quality product for their pets joint health said Rick Haxton national manager Companion Animal Business. For more information visit Grant Awarded for Organic Rice Study W T he Organic Center announced that a research team it is collaborating with was awarded an important research grant from the U.S. Department of Agriculture (USDA) to advance organic rice production in the United States. The grant is funded by USDA s Organic Agriculture Research Extension Initiative (OREI). The grant worth 555 000 will help increase organic rice production in the Southern regions of the U.S. through the development of economically viable organic practices. The grant will go to researchers at Texas A&M AgriLife Research & Extension Center at Beaumont Texas A&M University s Department of Soil and Crop Sciences USDA s ARS Dale Bumpers National Rice Research Center University of Arkansas Rice Research and Extension Center University of Arkansas at Pine Bluff Department of Agriculture and The Organic Center. We are thrilled to be involved with this important project said Dr. Jessica Shade director of science programs at The Organic Center. There is a critical need for information on organic rice systems to help expand production and meet the demand of this highvalue market. For more information visit The Natural Products Association (NPA) announced that Michael Kelley will be joining the association as director government affairs. Kelley will be responsible for overseeing the association s interaction with the U.S. Congress and management of its PAC. Kelley comes from Mayer Brown LLP where he was a government affairs specialist in the firm s Washington D.C. office. Kelley represented a variety of clients before the legislative and executive branches in a variety of areas including appropriations energy environmental issues consumer MEREDITH protection food and drug issues international affairs online gaming taxes telecommunications trade SWIERCZYNSKI and transportation issues. Diamond Herpanacine of PA (Jenkintown PA) announced the appointment of Meredith Swierczynski as a key account manager in the sales and training department. Swierczynski joined the team with several years of sales and planning experience and will target U.S. growth and training for several key accounts. You re Hired 26 VITAMIN RETAILER WWW.VITAMINRETAILER.COM NOVEMBER 2015 Go to lifeextension for info about this advertiser EXPOEASTWRAPUP Expo East Draws a Crowd N atural Products Expo East drew more than 25 000 attendees from big box chains to independent retailers. The business-to-business event produced by New Hope Media was held at the Baltimore Convention Center in Maryland September 16-19 and was co-located with Biofach America--All Things Organic NPA East and the Harvest Festival. Exhibiting companies representing the natural organic and healthy living marketplace totaled 1 363 this year. More than 400 new brands utilized Expo East as its launch into the marketplace which accounts for approximately 25 percent of the exhibitors according to the press release. During the show entrepreneurs had the opportunity to participate in the Natural Products Business School a full day of learning and networking that provided in-depth solutions to common business challenges and accelerate growth potential. Other events included education sessions which were broken up into six themes Natural in the Media Ingredient Reform Future of Series Non-GMO (genetically modified organism) Series Trends & Growth Series and Conscious Leadership as well as talks give by Essential Formulas Ross Pelton RPh PhD CCN on multi-functioning probiotic Big T-Transparency talk given by Robert Craven CEO at FoodState Inc. How to E-Market Your Store as Good (or Better than) the Big Boys by Bill Crawford director of retail and custom at New Hope Natural Media and more. The program also included keynote speakers Dylan Ratigan a sustainability entrepreneur and former MSNBC host Joel Salatin third generation farmer and Michele Simon a public health lawyer. Trends on the show floor included up-cycled food Pegan products (paleo and vegan combination containing no dairy grains or animal ingredients) enhanced waters (coconut alkaline probiotic aloe and more) collagen products and honey. Natural Products Expo West 2016 will return to the Anaheim Convention Center March 9-13 2016 in Anaheim CA and Natural Products Expo East 2016 is scheduled to return to the Baltimore Convention Center on September 21-24 in Baltimore MD. Visit for more Expo East coverage. VR Michele Simon a public health lawyer during her keynote speech at Expo East. Dylan Ratigan sustainability entrepreneur and former MSNBC host during his Food Security keynote. Travis Bundy Keira Cahill and Cindy Goodwin at the Renew Life booth. Joel Salatin an American farmer makes a point during his keynote speech. 28 VITAMIN RETAILER WWW.VITAMINRETAILER.COM NOVEMBER 2015 Go to scandinavian for info about this advertiser RESEARCHUPDATE Vitamin D3 Helps Women Build Muscle After Menopause T he benefits of vitamin D supplementation for postmenopausal women have been widely debated. But a new study from Sao Paulo Brazil now documents that vitamin D supplementation can significantly increase muscle strength and reduce the loss of body muscle mass in women as late as 12-plus years after menopause. The study results were presented at the 2015 Annual Meeting of The North American Menopause Society (NAMS) in Las Vegas NV. Vitamin D deficiency is a common problem in postmenopausal women worldwide creating muscle weakness and a greater tendency for falling. The double-blind placebo-controlled trial was conducted over a nine-month period. Muscle mass was estimated by total-body DXA (dual energy X-ray absorptiometry) as well as by handgrip strength and through a chairrising test. At the end of the trial the women receiving the supplements demonstrated a significant increase ( 25.3 percent) in muscle strength while those receiving the placebo actually lost an average of 6.8 percent of muscle mass. Women not receiving vitamin D supplements were also nearly two times as likely to fall. We concluded that the supplementation of vitamin D alone provided significant protection against the occur- rence of sarcopenia which is a degenerative loss of skeletal muscle said Dr. L.M. Cangussu one of the lead authors of the study from the Botucatu Medical School at Sao Paulo State University. While this study is unlikely to decide the debate over vitamin D it provides further evidence to support the use of vitamin D supplements by postmenopausal women in an effort to reduce frailty and an increased risk of falling said NAMS Executive Director Wulf H. Utian MD PhD DSc(Med). For more information visit Lack of Folic Acid Enrichment in Europe Causes Mortality Among Fetuses new international study shows that 5 000 fetuses in Europe annually are affected by spina bifida and other severe defects on the central nervous system. Seventy percent of these pregnancies are terminated while increased mortality and serious diseases affect the children who are born. At least half of the cases can be avoided by adding folic acid to staple foods as is already being done in seventy non-European countries. A lack of folic acid enrichment in Europe is the cause of several thousand cases of fetal abnormalities e.g. spina bifida. These congenital diseases lead to an open spinal cord or brain malformation due to deformed vertebrae. Half of the 5 000 annual cases could be avoided by enriching foods with the vitamin folic acid which is known to play an important role in the formation of the vertebrae in prenatal life. In Europe it is currently recommended that all women who are planning a pregnancy should take a folic acid supplement. But the numbers which reveal the development over 11 years show that the voluntary scheme is ineffective and A has serious consequences for the fetuses. The research results from Aarhus University have just been published in the scientific journal Birth Defects Research. Seventy non-European countries have already introduced folic acid enrichment including the U.S. where it was introduced 17 years ago as well as Canada and Australia. The measure has reduced fetal defects related to folic acid such as spina bifida by 50 percent. European women have a blood level of folate that is only around half the level recently recommended by the WHO (World Health Organization) for the prevention of birth defects. There is no doubt that a policy on folic acid enrichment would increase women s folate and prevent a significant percentage of the spina bifida cases in many European countries and thus prevent deaths and illnesses among children said Associate Professor Rima Obeid from Aarhus Institute of Advanced Studies at Aarhus University who together with an international team of researchers from Germany Switzerland and the U.S. is behind the study. The study is based on nine million registered births in Europe over a period of 11 years and it shows that there are on average 9.17 cases of abnormalities of the brain and the spinal cord per 10 000 births. The numbers are higher in North European countries e.g. Scandinavia the Netherlands and Germany than in southern countries. European policy makers have been hesitant because of the fear of side effects. However there is no evidence for damaging side effects even in the countries that introduced the measure over 15 years ago. For more information visit en . 30 VITAMIN RETAILER WWW.VITAMINRETAILER.COM NOVEMBER 2015 Go to barleans for info about this advertiser RETAILFUNDAMENTALS Expanding Your Store Consider These Seven Points First By Terry Lemerond E xpanding your store can be incredibly exciting. You ve reached a point where your store s popularity has outgrown its square footage product lineup or location and you re ready to branch out. That is an amazing thing. But it s also a decision that requires some careful thought and planning. As someone who started off as a store owner more than 40 years ago--and remains one to this day--here are a few ideas I d like to share that can help make this transition an easier one. Need. Yes you may have a popular store--for that be grateful. But ask yourself (and do the research too) is there a need for an expansion Can the increased cost of space lighting heating and cooling additional products bigger staff--truly be offset by a noticeable boost in sales If so then by all means expand before someone else taps into your market. But if the numbers are close you may be better off staying smaller more profitable and well-loved just as you are. Location. Along with need this is primary. It s an old saying that one of the keys to a successful business is location location location. If your location is already a good one it may be tough to expand into a nearby space if the other 32 VITAMIN RETAILER businesses are doing well. However if you get that option and the time is ready to expand take it. After all your customers already know where to find you so expanding into the next retail space or adjacent building means you don t have to re-educate them on a new address. However I would add that even out-ofthe way locations can become heavily trafficked if you make your store a destination in its own right (which should be the goal of every store owner and manager). Design. This goes along with my previous point whether you are building a new location as your expansion incorporating more aisles and products to your existing space or moving into or adding an adjacent structure design your store well. That sounds like it would be an obvious recommendation but I m sure you ve seen retail environments that were just not well thought out from a customer s point of view. Keep your store clean well lit and friendly. Remember that your older customers can t read small type and need more light to see. Your goal is to always have your store enhance the shopping experience not get in the way of it. Set your expectations with your contractors early and get recommendations from other local retailers who have dealt with similar store expansions. Investing in quality construction and materials now will mean many fewer repairs and upgrades later. Communication. Do you have a store newsletter email list or regular contact with a local weekly paper If you do let them know about the store expansion once you have everything in place to carry it out. This will help accomplish a few things it lets your customers know that there will be changes in the appearance or even location of your store. And whether you re acquiring an adjacent space moving locations or adding a second store once plans are finalized get the word out there. If you re remodeling it s good to assure your customers that any disruptions to their shopping experience will be over soon. And when you re ready to open your updated or new space you can more easily make it a full-fledged customer event because they ll already be primed for it. Stocking. When changing locations you may be tempted to let your store stock run down a bit in order to reduce the amount of products you have to move later. Don t fall for it. Now is the (Continued on page 70) WWW.VITAMINRETAILER.COM NOVEMBER 2015 NPAUPDATE Leading Industry Association Speaks Directly to Vitamin Retailer s Readers A Battle Won But The War Still Wages he dietary supplement industry continues to find itself under fire from regulatory and enforcement agencies. While the recent decision not to hold Bayer AG in contempt for claims made by the manufacturer in U.S. v. Bayer Corp was considered by many as a huge victory for the industry the war is far from won. The dietary supplement industry has hailed the September court decision by Judge Jose Linares of the District of New Jersey as a watershed moment but does it give us the right to be cavalier about our claims going forward The case could have set a dangerous precedent had it resulted in the enforcement of overbearing standards sought by the Federal Trade Commission (FTC). The supplement manufacturer came under fire for marketing Philips Colon Health as a digestive aid that helps defend against occasional constipation diarrhea gas and bloating. The FTC claimed Bayer had violated a 2007 consent order with this statement and the submission of numerous scientific papers as evidence of claim substantiation were deemed insufficient. As a result the FTC asked a federal judge in New Jersey to hold Bayer in contempt of court which was ultimately denied. The opinion behind the decision stated that supplements can be marketed without the same stringent requirements imposed on drugs with disease claims and that substantiation of claims must be truthful and not misleading. The decision also used language by the FTC themselves in their guidelines claiming an inherent flexibility of FTC s substantiation standard of competent and reliable scientific evidence. What is most concerning for the dietary supplement industry is that the FTC is actively seeking to expand its authority through enforcement decisions such as these. Even though dietary supplements are not marketed with drug claims The FTC s position insisted on randomized controlled trials (RCTs) similar to the requirements for disease claims. This is both contrary to the legislative history of the Dietary Supplement Health and Education Act (DSHEA) and not in accordance with the T U.S. Food & Drug Administration (FDA) FTC guidance documents for the dietary supplement industry. As a friend of the court the Natural Products Association (NPA) along with Porzio Bromberg & Newman P.C. submitted two Amicus briefs--one of which directed the courts attention to the January 2015 decision from the District of Columbia s POM Wonderful v. FTC case where the FTC themselves emphasized the distinction between non-disease claims and disease claims and the varying level of claim substantiation required between these categories. The FTC and U.S. government at large is continually seeking ways to expand authority beyond their mandate without adding any consumer protection when the FTC focus needs to be on increasing protection for the consumer. The dietary supplement industry continues to fight the way but it is important for consumers and business owners to get involved in the battle to retain access to supplements. Those in the executive and legislative branches of government who feel the industry must be reined in need to hear the voices of the industry. We must remain vigilant against these threats and take action. Dan Fabricant PhD Executive Director and CEO Natural Products Association NOVEMBER 2015 WWW.VITAMINRETAILER.COM VITAMIN RETAILER 33 Quelling Pain Naturally The search for natural ways to ease inflammation and pain is universal. W By Jackie Fishman How Natural Ingredients Help With Pain A key aspect of natural pain relief as compared to prescription medications is the fact that specific natural ingredients target specific kinds of pain. According to David Winston RH(AHG) and president of New Jerseybased Herbalist & Alchemist while most herbs are milder than prescription medications they are more specific in their action against pain. He explained that herbs can be divided primarily into the categories of analgesics and anti-inflammatories and that they are specific to certain kinds of pain and to certain parts of the body. Some examples he cited included St. John s wort which when used as a tincture or orally is good for shingles sciatica and most kinds of nerve pain. Winston described sweet melilot as useful for sharp stabbing pain in the optic and sciatica area. He said it is specifically helpful with the kind of pain that feels like a knife stabbing. Winston described horse chestnut as helpful in encouraging good blood circulation in the legs and in alleviating dull throbbing pain. He said kava relieves muscular skeletal pain or urinary tract kidney stone pain and cited turmeric and ginger as anti-nociceptors meaning they silence the nerves that send pain signals to the brain and spinal cord. Both substances increase pain thresholds reduce pain sensation and help people tolerate pain better. Both are specifically helpful for those suffering from fibromyaligia. Lou Paradise president and chief of research for Topical BioMedics Inc. in New York described the products his company has available for pain relief. Our Topricin and new MyPainAway healing cream formulas have taken a leadership role in this area. These products are examples of our company s efforts to get to platforms for sustainable health care modeling and at the same time remain sensitive to reducing pain and suffering for the millions of people looking for safer ways of relieving their pain issues. According to Cheryl Myers chief of scientific affairs with Wisconsin-based EuroPharma Inc. the company has a line of products solely focused on headache hether your pain is caused by athletic endeavors aging or a medical condition you want relief. And if your pain is chronic you are concerned about taking too many NSAIDs as these pharmaceutical substances can tax your organs and may even lead to problems in the future. According to integrative medicine expert David C. Leopold MD director of integrative medical education at the Scripps Center for Integrative Medicine in San Diego CA supplements can be the cornerstone of good pain management. People are also looking to supplements more and more. They have less tolerance for the side effects of traditional pain medications. They want something different. The questions for the natural supplement industry are What ingredients and products are most effective How is this category of supplements is evolving What is the consumer profile for these products What is the most exciting research currently underway in this category 34 VITAMIN RETAILER Celebrating 20 Years of Excellence 1994-2014 WWW.VITAMINRETAILER.COM NOVEMBER 2014 WWW.VITAMINRETAILER.COM MAY 2015 Go to pni for info about this advertiser Quelling Pain Naturally pain relief. Some of these products include Curamin Curamin Extra Strength and Curamin Headache. Myers explained that while most overthe-counter options for pain relief are anti-inflammatory in nature liver and stomach damage are often a consequence to their use. Therefore consumers are increasingly seeking effective nutritional supplements which are free of these side effects but still effective. She pointed out that while turmeric and its active compound curcumin are effective they are not easily absorbed by the body. Curamin and Curamin Extra Strength (and new the Curamin Headache Formula) feature a curcumin known for its naturally enhanced absorption--BCM95 Curcumin. This curcumin formulation is blended with turmeric oils to significantly increase absorption compared to standard curcumin extracts. This strong botanical is also paired with another unique herbal component BosPure Boswellia. Boswellia which unlike many inflammation-reducing ingredients is a specific inhibitor of 5-LOX an enzyme that activates inflammation-inducing leukotrienes. These beta-boswellic acids are therefore reduced to less than five percent so absorption is good while inflammation is held down. The other two ingredients in these formulas are DLPA (also known as d lphenylalanine) and nattokinase. According to Myers DLPA contains two forms of the amino acid phenylalanine. These substances appear to block a nervous system enzyme (enzyme carboxypeptidase A) that intensifies pain signals. Combined they also may prevent the breakdown of one of the brain s natural pain-killing substances enkephalins (like endorphins). So it reduces pain and improves mood--a bigger factor than we often admit to--for dealing with pain. Stacey Littlefield lead product formulator with Illinois-based Redd Remedies said the company offers Pain T4 which goes beyond the conventional focus of anti-inflammatory agents and combines support for other contributing factors to pain such as stress and brain function to 36 VITAMIN RETAILER give the consumer a comprehensive platform for pain management. She said The key ingredients--corydalis ashwagandha huang bai and cang zhu--work synergistically to reduce the pain-intensifying effects of stress and quiet the brain s response to pain signals. These ingredients combined with turmeric extract Curcumin C3 target multiple factors surrounding pain including liver function blood flow and cytokines that induce inflammation. HA helps create the cushiony fluid for the joints. We don t drive our cars without engine oil we should not operate our joints without joint fluid. --Darren Landis Hyalogic Missouri-based Hyalogic specializes in making hyaluronic acid (HA) based products. Hyalogic President Darren Landis explained HA helps create the cushiony fluid for the joints. We don t drive our cars without engine oil we should not operate our joints without joint fluid. Dean Mosca president Proprietary Nutritionals Inc. an ingredient supplier said the company produces Celadrin a branded proprietary esterified fatty ester. He explained how it can be used as a topical cream directly on the affected area or in supplement form. According to Mosca Celadrin works much like essential fatty acids EPA and DHA which are made from omega-3 fish oils. But Celadrin produces a much more dramatic result because it causes changes at the body s cellular level. Clinical studies show it works by supporting healthy inflammatory response and lubricates cell membranes throughout the body promoting flexibility and mobility without any side effects. Advances on the Horizon As far as new advances in natural pain relief Winston noted There is not much new in terms of substances although cannabis is stealing headlines. But I am most excited about some of the new extracts that continue to be found in turmeric. In the past 15 years roughly 15-20 new extracts have been isolated from this herb. He explained that these new extracts generally are most effective when used as tinctures as opposed to pills or other ingestible forms. Paradise offered a different approach. There is a significant role for our industry to become leaders in education and innovators of robust product solutions to truly help and guide the pain sufferer to know and understand all their options. This is versus using a popular ingredient as a marketing ploy simply to sell a product. There are a number of serious issues that need to be addressed including the epidemic of prescription opioid addiction that is destroying lives and unfortunately is now found in every community he continued. We have an obligation to bring a central message to the public thereby earning trust and respect by demonstrating we truly care about people and are responsibly serving them. Myers said the change she sees in this product category is an evolution toward specific types of relief for specific situations. She believes this mirrors the developments of categories seen in over-thecounter (OTC) products--specific painrelated health concerns being called out on packaging and ingredient lists. She added that she believes the future will hold a wider variety of delivery systems especially for those who have a difficult time swallowing tablets or capsules. We ve seen a quite a bit of that so far with chewable and drink mix supplements becoming more prevalent-- and even expected--when they would have been considered a novelty just a few years ago she explained. When it comes to developments in the product category Littlefield said the most recent developments she has seen are focused on reducing inflammation as the key pathway to reducing pain. She cited recent scientific studies on traditional Chinese medicines including corydalis and the effects of stress on pain which have shed light on the human multi-faceted response to pain and its relationship to stress--factors that Pain T4 takes into consideration. According to Landis the most recent changes developments affect joint WWW.VITAMINRETAILER.COM NOVEMBER 2015 health. He said the new emphasis in this area involve chondroprotective fluids which are related to cartilage. These efforts seek to return cushiony fluids back to the joints so that the cartilage and bone structures are gliding across one another with limited friction. In addition the category is evolving to answer the needs of athletes and younger consumers who are highly fitness-oriented. Mosca noted A few short years ago supplements that support joint comfort and mobility were always aimed at the senior market. Many companies and suppliers have realized that there is a real need for the active populations--including individuals whose jobs are physically oriented--for supplements aimed at providing naturalsource comfort as opposed to those OTCs or prescriptions with nefarious side effects. affects women at a higher percentage than men. The population of 25- to 40year-old men and women is becoming more proactive in using natural products as they are engaging in a more active lifestyle including such endeavors as the massive appeal of obstacle course racing such as the Spartan Race. People seek out herbs because of their relative safety. For example willow bark is much safer than aspirin although it is weaker. Combining other herbs with willow bark makes it more effective. --David Winston RH (AHG) EuroPharma has heard from a wideranging audience regarding how their supplements have stopped pain improved lives and helped their customers return to levels of activity they hadn t expected to experience again. Meyers said We expect that many older adults and Baby Boomers are experiencing some level of daily pain to be interested in alternatives in the natural products channel. But we also have many active younger people who are very aware of the limitations and risks of OTC and prescription drugs. Myers explained I would say that educating customers is key in this area as it is in any other. Let people know that there are effective options available and they ll try them (and keep using them) when they experience the effects. Agreeing with Myers Littlefield said Consumers who choose to take natural pain relief products are looking to avoid the common side effects associated with NSAIDS such as gastrointestinal complaints. She added These consumers also include people who have not been able to find the relief they need with traditional anti-inflammatory pain products. Landis took a more generalized approach to the question and explained Anyone who has joint health concerns is looking for hyaluronic acid supplements. This could be the young 20-year old athlete or a 65-year old male who still likes to stay active. Mosca reiterated his earlier observation that this category is evolving to answer the needs of athletes and younger consumers who are highly fitness-oriented. The supplements that support joint comfort and mobility are no longer always aimed at the senior market he said. Herb Combinations and Ascendency of Curcumin Looking into the future of natural pain relief experts offered their predictions of what research will be the most valuable for consumers and manufacturers. Winston said that curcumin will continue to be proven more effective than turmeric and that combination is a watchword. Herbs are best and most effective when used in combinations he added. These combinations greatly enhance the effectiveness of each individual ingredient like a one plus one equals three-effect although there is no scientific study done to prove this. He cited corydalis as an effective pain relief substance useful in avoiding bruising and inflammation especially when combined with angelica a close relative of the carrot parsley celery fennel and dill. In the longrun Winston said products containing a combination of anti-inflammatories such as corydalis St. John s wort and Jamaican dogwood (Jamaica dogwood is well-known as a traditional remedy for treating migraine and neuralgia severe stabbing nerve pain) work better than each herb by itself. Intelligently combining herbs are more effective than using single herbs alone Winston surmised. Paradise explained how the need to build trust and create real solutions to pain guides his company s research and development. There needs to be far more research then there is today and a number of companies--including our company Topical BioMedics--are proactive in this area because people and their health providers deserve our very best continued evolving efforts. There is a lot of distrust in the mind of the consumer especially the pain sufferers looking for safer VITAMIN RETAILER 37 The Consumer Profile With these developments in mind the primary users of these products appear to be evolving. Winston stated simply that the largest growing audience for this kind of substance is primarily Baby Boomers. While he noted they are generally in better shape than their parents they are using natural herbs for arthritis and anti-inflammatories for knee back and neck pain. He also cited active younger people as a growing market for these products as they are generally interested in using them as long-term treatments to ward off pain from exercise and stress. He pointed to prescription narcotics as a gateway to drug abuse. According to Winston These natural substances are important alternatives to prescriptions. Prescription drug abuse (opiates) has led to the current heroin epidemic people (because people) get addicted to pain meds and turn to heroin which is cheaper. And he cited OTC medications such as ibuprofen as dangerous to consumers overall health. People seek out herbs because of their relative safety. For example willow bark is much safer than aspirin although it is weaker. Combining other herbs with willow bark makes it more effective. Paradise pointed out that because pain does not discriminate according to age or culture and at any one time there are more than 100 million people in the U.S. suffering from chronic pain conditions. He noted that in general pain NOVEMBER 2015 WWW.VITAMINRETAILER.COM Quelling Pain Naturally alternatives to painkillers. So doing the real work of developing and providing real product solutions will build credibility and integrity and (enable us to) earn the necessary trust so people want to turn to our industry as a real resource and a responsible part of helping them solve significant problems. Curcumin and boswellia according to Myers will continue to be the object of studies going forward. She said this is exciting since some of these studies use the same ingredients found in her company s Curamin line of supplements which include Curamin Headache Formula that has additional targeted magnesium and vitamin B6. One is a clinical trial with patients suffering from osteoarthritis and compares the potency of two botanicals to a generic celecoxib (known under the brand name Celebrex) she noted. In this case 64 percent of those taking the herbal ingredients versus 29 percent in the drug group experienced pain relief to such a high degree that they were able to move from having moderate to severe arthritis to mild to moderate arthritis. She continued Another study showed that BCM-95 Curcumin was superior to diclofenac sodium for rheumatoid arthritis which has its own set of challenges for pain and joint health. The eight-week study A Randomized Pilot Study to Assess the Efficacy and Safety of Curcumin in Patients with Active Rheumatoid Arthritis followed 45 subjects randomized to three groups. All study participants had been diagnosed with rheumatoid arthritis functional class I or II. In the Disease Activity Score (known as DAS ) 28 assessment BCM-95 Curcumin had the highest impact for reducing disease symptoms cited Meyers. This result was followed by the combination therapy of BCM-95 with diclofenac sodium. Interestingly the diclofenac sodium-alone group scored in last place. Meyers also noted that magnesium has a long record in migraine research since it s been estimated that about half of all migraine sufferers are magnesium 38 VITAMIN RETAILER deficient. She advised that pre-treatment with magnesium has reduced incidents of migraines in children and adults and the supplement EuroPharma offers is called Curamin Headache Formula which is chelated to the amino acid glycine for extra-efficient absorption since some people are prone to poor magnesium absorption while others simply excrete more due to stress. Vitamin B6 has been shown to help reduce the severity and duration of migraine headaches and EuroPharma s Curamin Headache Formula is the pyridoxal-5-phosphate (P-5-P) form. This form of vitamin B6 unlike commonly used pyridoxine hydrochloride is already in its active form and does not require conversion by the liver before it can be used by the body. This is beneficial because many people are not efficient converters of B vitamins due to genetic markers that already put them at risk of deficiencies. Meyers said these substances will continue to be studied and prove valuable in search for natural pain relief. According to Littlefield the most significant research on natural pain relief is related to the role stress plays in pain perception. Managing stress and helping the body and mind adapt to stress individuals can gain greater control over their pain she said adding that she believes this is the area to watch in the future. In addition the prevention of joint degradation and the preservation of joint mobility is an area of research to watch said Mosca. He described studies his company is conducting on reducing this kind of discomfort. Our studies on our product Celadrin show increased mobility and reduced discomfort. For example a doubleblind placebo-controlled study reported that after eight weeks of taking Celadrin capsules (894 mg daily) average walking ability increased 45 percent and participants claimed a 35 percent decrease in knee discomfort. These improvements were significantly better than the results seen in the placebo group and no negative side effects were found throughout the entire study. A previous study on the efficacy of Celadrin-based cream published in the Journal of Rheumatology in 2004 stated that participants reported significant relief in discomfort after only 30 minutes of application--benefits which continued to improve over time with daily use of the product. In conclusion experts agree that herbal and supplemental answers to the problems of chronic and acute pain will continue to be studied by researchers and sought out by educated consumers of all ages. Pain and inflammation is a part of the human condition regardless of age or activity level and there will continue to be an increasing demand for forms of relief that do not interfere with natural body processes and organ health. Different research studies are finding promise in the pain-relieving properties of herb combinations curcumin boswellia and vitamin B-6. VR References Antony B Kizhakedath R Benny M Kuruvilla BT. Clinical Evaluation of a herbal product (RhuliefTM) in the management of knee osteoarthritis. Abstract 316. Osteoarthritis Cartilage. 2011 19(S1) S145-S146. Chandran B Goel A. A Randomized Pilot Study to Assess the Efficacy and Safety of Curcumin in Patients with Active Rheumatoid Arthritis. Phytother Res. 2012 Mar 9. doi 10.1002 ptr.4639. Lampl C Haider B Schweiger C. Long-term efficacy of Boswellia serrata in four patients with chronic cluster headache. Cephalalgia. 2012 Jul 32(9) 719-22. doi 10.1177 0333102412451357. Facchinetti F Sances G Borella P Genazzani AR Nappi G. Magnesium prophylaxis of menstrual migraine effects on intracellular magnesium. Headache. 1991 May 31(5) 298-301. Wang F Van Den Eeden SK Ackerson LM Salk SE Reince RH Elin RJ. Oral magnesium oxide prophylaxis of frequent migrainous headache in children a randomized double-blind placebo-controlled trial. Headache. 2003 Jun 43(6) 601-10. Mauskop A Varughese J. Why all migraine patients should be treated with magnesium. J Neural Transm. 2012 May 119(5) 575-9. doi 10.1007 s00702-0120790-2. Epub 2012 Mar 18. Moschiano F D Amico D Usai S Grazzi L Di SM Ciusani E et al. Homocysteine plasma levels in patients with migraine with aura. Neurol Sci. 2008 29(Suppl 1) S173 S175. Lea R Colson N Quinlan S Macmillan J Griffiths L. The effects of vitamin supplementation and MTHFR (C677T) genotype on homocysteine-lowering and migraine disability. Pharmacogenet Genomics. 2009 Jun 19(6) 422-8. doi 10.1097 FPC.0b013e32832af5a3. Extra Extra Visit to see videos on some of the products mentioned in this article. i For More Information EuroPharma (920) 593-6279 Herbalist & Alchemist (908) 689-9020 Hyalogic (913) 745-1116 Proprietary Nutritionals Inc. (800) 526-0609 Redd Remedies (888) 453-5058 Topical BioMedics Inc. (845) 871-4904 WWW.VITAMINRETAILER.COM NOVEMBER 2015 By Lisa Schofield ow many of your customers actually eat multiple servings of fresh fruits and vegetables every single day without fail Whatever that number is it really isn t enough. In 2009 the Centers for Disease Control (CDC) surveys indicated that only 33 percent of adults meet the recommendation for fruit consumption and 27 percent get the recommended servings of vegetables. A diet high in fruits and vegetables is important for optimal child growth maintaining a healthy weight and prevention of chronic diseases such as diabetes heart disease and some cancers all of which currently contribute to health care costs in the United States said Dr. William H. Dietz director of CDC s Division of Nutrition Physical Activity and Obesity. Truth is increasingly full-plate hectic lifestyles leave little time or opportunity for many people to obtain the wide spectrum of optimal nutrition needed from a daily diet. This is the sweet spot for today s cache of green whole foods. This supplement category has seen 40 VITAMIN RETAILER some dramatic alterations in the past several years as brand marketers formulate to fulfill health-minded consumers needs for nutritionally dense supple-foods that don t cramp lifestyles. In recent years we ve seen a huge increase in consumer demand for whole-food supplements that not only offer the alkalizing power of greens but that also deliver specific functional benefits observed Ryan Therriault vice president of marketing and innovation Amazing Grass Newport Beach CA. Therefore he said Amazing Grass has created green-specific products for energy (Green SuperFood Watermelon Energy) sports nutrition protein (Amazing Meal) and immune support (Green Superfood Tangerine Immunity Defense) among others. He added that consumers expect this category to be innovated beyond the simple convenience green powders to fulfill evolving consumer needs. As more consumers become aware of the benefits of eating whole foods and nutrient-rich greens we find many are increasingly looking in the supplement section for easy ways to achieve optimal health through the power of greens when they don t have time to cook. In addition to developing new lines that deliver specific functions combined with the nutrition of whole greens we ve also improved upon taste in all our products with finer powders and attractive flavor combinations to appeal to newcomers to the greens category while giving avid users new options. In the green- whole-foods category Stacey Gillespie director of product marketing with New Hampshire-based MegaFood said she has noticed a shift in preference from tablets to powdered supplements. Powders are convenient easier to ingest and closest to the whole food as possible. As Baby Boomers age she noted swallowing tablets can become more difficult so we are seeing a shift to using powders to obtain their nutrients. On the other hand Millennials are all about convenience they want to obtain as much nutrition as possible and are also looking to add to the foods they are already consuming. Millennials prefer powders because of the versatility that Celebrating 20 Years of Excellence 1994-2014 WWW.VITAMINRETAILER.COM NOVEMBER 2014 WWW.VITAMINRETAILER.COM MAY 2015 allows for tasty and nutritious additions to smoothies and juices which are popular for this generation. Millennials and others are now able to enjoy using green whole foods powders in a variety of ways due to the improved technology in palatability Gillespie added. We are seeing more natural sweeteners and flavorings being added to supplements that were not available five to 10 years ago she commented. In the viewpoint of Andrew Aussie chief operating officer and executive vice president of California-based Coromega Company consumers are increasingly seeking whole-food solutions over traditional supplements moving away from pills to liquids and other alternate forms such as emulsified supplements. Coromega s Be Bright superfood oil blend for example combines a true whole food form--whole food oils--in a non-traditional liquid squeeze format. Additionally he agreed with Gillespie as more and more consumers are making juices and smoothies at home whole food supplements that are easy to add like liquids and powders are gaining favor with consumers as enhancers to what they re already making. Ron Siebold co-founder of Kansasbased Pines International said he believes that the most significant change in the green whole foods categories has been the recognition of the importance of prebiotic foods in providing the best environment for probiotic bacteria. He explained Up until recently consumers were often locked into believing that juices were the best way to consume vegetables. Now with recent evidence linking the importance of fiber in vegetables to slow the transit time in the digestive tract and to provide intestinal fill for the colon to effectively promote the growth of probiotic bacteria juice machines have been replaced by Magic Bullets Vita Mixers and other blenders that produce whole food smoothies. In a like manner juice powders from vegetables like cereal grass and alfalfa are no longer as popular as the whole leaf form which not only provide better nutritional support but also cost less. thick green juice. They conjure either grass or algae and as retailers you likely have heard this objection uttered by many new to the healthy and natural lifestyle. At one time this was true. A long time ago. Now however it is an exciting category that can appeal to many tastes and health goals. We think it s moved way beyond the typical wheat grass and algae and by using whole food sources in non-traditional formats like emulsified liquids we also think the line is blurring between what s a food and what s a supplement. --Andrew Aussie Coromega Alene Johnson director of product education with Washington-based Barlean s explained that the company includes plant-based nutrients that fall under the category of traditional green ingredients like grasses as well as the brightly colored antioxidant-rich nutrients from various fruits veggies berries and cocoa. The company offers two green formulas and two formulas that are plant-based antioxidants. MegaFood said Gillespie defines whole- green-foods supplements as any supplement which delivers nutrients and micronutrients in a complex food form. A whole-foods supplement delivers foods to consumers closest to how they would find them in nature. MegaFood employs its Slo-Food Process which delivers a vitamin or mineral in a complex food form so that it has all of the other vital factors with no essential nutrients being compromised. Coromega defines food supplements as products hewing directly from their whole food natural form described Aussie. We think it s moved way beyond the typical wheat grass and algae and by using whole food sources in non-traditional formats like emulsified liquids we also think the line is Defining the Category For millions of consumers vowing to eat healthier diets the idea of green foods is one that evokes bad-tasting blurring between what s a food and what s a supplement. Seibold explained that although Pines provides juice powders which are the dried juice from cereal grass and alfalfa its main products are directly harvested leaves of cereal grasses and alfalfa that have been dried in the whole-leaf form at the lowest temperatures of any whole-leaf producer. Instead of being juiced to make the nutrients easily absorbed the dried whole leaf is milled to a powder with a particle size much finer than could ever be chewed and of course with the fiber still present for the prebiotic benefits he said. Amazing Grass defines the category as those supplements made with real whole food ingredients--such as wheat barley and alfalfa grass--that help support vitality and maintain a healthy lifestyle. Now those green- wholefoods supplements Therriault asserted also have to be non-GMO (genetically modified organism) made with certified organic greens and specially formulated to help detoxify and cleanse the body while naturally boosting energy levels and supporting the immune system. As with any evolved category trends pop up that are intriguing. Powders reiterated Gillespie continue to be on the rise with double-digit growth in the past few years. Much of the growth she noted is for consuming in a more well-rounded food meal matrix such as a smoothie. MegaFood Nutrient Booster Powders such as Daily CProtect are selling very well she reported. Seibold went a step further to say that juice powders are being eclipsed by whole food powders. Coromega pointed to the continued growth of healthy fats EFAs yet many folks balk at fish burp omega-3 pills. Demand has also grown beyond marine-sourced EFAs said Aussie and now include superfood oils such as coconut chia hemp black cumin and avocado--a more whole profile. We have emulsified these oils making them easier to absorb and more delicious to take he said. Consumers can gain the full spectrum of health benefits these oils provide easily. Johnson sees strong growth in green devotees. We know that there are many truly green green food followers To satisfy veteran and new green foods followers the company formulated VITAMIN RETAILER 41 NOVEMBER 2015 WWW.VITAMINRETAILER.COM tion it on our packaging she commented. Barlean s Chocolate Silk Greens mixed with almond milk for example is a tasty and nutritious alternative for traditional sugar-laden chocolate milk. Detoxing Barlean s Organic Greens and Barlean s Organic Berry Greens abundant in grasses spinach and parsley. Barlean s Superfruit Greens and Barlean s Chocolate Silk Greens contain green foods and are also way over the top in brightly colored fruits veggies berries and even natural cocoa. The colors of both of these products tell consumers that they are both very high in antioxidant value she described. Johnson also mentioned that scores of parents trying to find a way for their family to embrace a healthier diet. They need replacements for unhealthy food choices. We certainly take that route with our product demos and even menAccording to Therriault research has shown that toxic build up from the Western diet and exposure to environmental pollutants preservatives and heavy metals can affect metabolism and organ function which can lead to poor health. Consumers are increasingly aware of living in toxic environments and are seeking ways to counterbalance it through some sort of detox programs and gentle detoxing and pH balancing supplements. Our new Alkalize & Detox Green SuperFood which since launched in 2015 has quickly become one of our most popular items. Specifically designed to help the body achieve ideal pH levels while simultaneously ridding it of toxins to allow for optimal function and organ restoration Alkalize & Detox offers a convenient way for people to cleanse from the inside without feeling deprived or spending hours prepping in the kitchen he said. Without prepping in the kitchen may sound like a bit of a death knell to your organic produce department but it certainly doesn t have to be. Healthminded consumers do make meals from scratch just not as often as they want to or are able to. Remember even the 1950s housewives cheated by serving up TV dinners for their families. Throughout the decades even moms who like to cook need respite from the kitchen. Retailing Greens There are ways to grow the green whole foods categories for today s nutrition-minded moms and busy singles. Find your most artistic staffer to create colorful eye-catching signs for your produce department signage should simply convey Don t have time to prep and cook Visit aisle XX for our green whole foods supplements. Gillespie advised focusing on in-store and live demonstrations of the product. Live demos and sampling smoothie recipes with the staff s favorite products is a great way to provide both education and purchase motivation to consumers she suggested. Taste is a driving factor in trying new products and consumers can be very apprehensive to purchase products if they don t know how it tastes. Live trial is an immediate way for consumers to think I can actually drink this adding nutrients to my diet is easy. Aussie observed the smartest efforts at retail distinguish the section with signage collateral and displays. Coromega he said provides shelf collateral and educational materials for the store staff plus samples for staff and consumers. When staff can sample the products they are much more authoritative and convincing advocates for consumers to purchase. Compelling collateral and samples can really help consumers understand more and test drive products before they purchase. Additionally we provide strong discounts at the outset and shelf displays that we find also help both the store and consumer incentivize quick trial he added. Therriault suggested that retailers take advantage of key times of year More Than Mowing the Grass here s more to producing green grass supplements than what many may assume consists of basically mowing grass and then powdering it. Ryan Therriault vice president of marketing and innovation with California-based Amazing Grass said Many people think all greens are created equal but our wheat barley and alfalfa grasses are grown on our familyowned farm in Kansas with devotion to the cultivation processes resulting in some of the highest-quality grasses available on the market. The grasses are field-grown and planted through the winter months allowing the roots to absorb valuable nutrients and minerals from deep within the soil resulting in a more nutrient-dense green superfood. Amazing Grass also practices a single-season harvest only cutting the richest greenest top of the young cereal grass blade to guarantee maximum nutrition. From there Amazing Grass greens are instantly dehydrated and stored frozen in a cave to ensure no loss of nutrients and nitrogen packed to maintain freshness. Also in Kansas Pines International built two new stainless-steel facilities in 2010 and up until then said Ron Seibold company co-founder whole food cereal grass and alfalfa came from animal feed dehydrators located T in semi-arid regions above ground water sources such as the Ogallala Aquifer. These new facilities owned by Pines are located in areas that receive plenty of natural rainfall and do not require irrigation. Pines International is the only whole food cereal grass and alfalfa producer that is 100 percent organic meaning we have never and do not presently use our facilities for pesticide-based animal feed for the factory farming meat industry Seibold said. Pines facilities were built for exclusively for human food. The facilities utilize stainless-steel collectors hammer mills and pellet mills. Pines modern facilities are computer controlled with the state-of-the-art equipment that uses temperature about 50 percent less than the antiquated pesticide-based alfalfa mills for animal feed used by companies that do not source raw ingredients from Pines International. All products produced by Pines are certified organic and Non-GMO Project Verified including its alfalfa which so far is the only Non-GMO Project Verified alfalfa leaf produced for human use. With the popularity of vegan diets and vegan political activism our facilities have become an important factor for companies that want to attract vegan customers he stated. 42 VITAMIN RETAILER WWW.VITAMINRETAILER.COM NOVEMBER 2015 when consumers are thinking more about their health diet and are more likely to try a green supplement for the first time (or stock up). For example he offered alkalizing products during the New Year and summertime when consumers are trying to detoxify and get back to clean eating habits or bringing in holiday flavors during the season when consumers want to immerse themselves in the holiday spirit but in a healthy way. We ve also seen great success in placing dedicated shippers with key flavor call outs and offering single trial packs so shoppers can try a few flavors before committing to a whole canister. Barlean s has created a booklet filled with company staffers favorite Greens recipes says Johnson. You would be amazed at how creative the recipes are--how about strawberry-kiwi banana popsicles she enthuses. Barlean s Greens recipe booklets contain 21 healthy gluten-free recipes and are free to retailers who can share them with their customers at no charge. There is a compelling educational component according to Seibold which should be made prominent. The important point that retailers need to emphasize to customers is that the USDA (U.S. Department of Agriculture) and just about every nutritionist and medical doctor now recognizes that most people do not eat enough dark green leafy vegetables Seibold asserted. Green superfoods if grown and harvested properly are a suitable way to increase these foods-- and the nutrients they contain--in one s diet. He added not to forget that many people still do like to consume green foods in pill form in addition to obtaining whole nutrients in supplemental powders etc. For those who don t want to take the time to mix powders with liquids tablets of Pines Wheat Grass Pines Barley Grass and Pines Alfalfa or Pines Green Duo cap- sules are convenient ways to increase the dark-green leafy vegetables in one s diet. The green whole foods category continues to grow with tasty convenient offerings. Rather than a fringe product group green whole foods is becoming the go-to foundation supplement in consumers daily routines for achieving and sustaining vibrant health and wellbeing. And today s green whole food or supple-food truly epitomizes the marriage of nutrient-dense foods and dietary supplements. VR Extra Extra Visit to read about a new green smoothies recipe book. i For More Information Amazing Grass (866) 472-7711 Barlean s (800) 445-3529 Coromega (877) 275-3725 Megafood (800) 848-2542 Pines International (800) 697-4637 44 VITAMIN RETAILER WWW.VITAMINRETAILER.COM NOVEMBER 2015 THE GO TO RESOURCE FOR HEALTH AND NATURAL PRODUCT RETAILERS LIKE US ON VR s Upcoming Issue Highlights January February March 11 25 15 ad closing 1 8 16 ad closing 1 28 16 ad closing Women s Health Company Profiles Expo West Show Issue Our 2016 Media Planner Is Now Available At 2016-Media-Planner Contact One of Our Ad Specialists Today Russ Fields at 732-432-9600 ext. 102 e-Mail RussF Gary Pfaff at 732-432-9600 ext. 103 e-Mail GaryP SUPPLEMENTSCIENCE Hibiscus for Hypertension & Blood Lipids By Gene Bruno MS MHS Chief Academic Officer Huntington College of Health Sciences n addition to its popularity as a tropical flower found in landscapes hibiscus (Hibiscus sabdariffa) also has a history of use as a medicinal herb. In Egypt it has been used to treat cardiac and nerve diseases and as a diuretic 1 and in North Africa it has been used to treat cough sore throat and genital problems.2 Likewise hibiscus tea (sometimes called sour tea) is used traditionally to treat hypertension.3 This last use has been closely examined in human clinical studies and is one of the two topics of this article along with effects on blood lipid levels. I matory and endothelium-dependent effects. Specifically the polyphenols in hibiscus induced a favorable endothelial response that researchers stated should be considered in the management of metabolic cardiovascular risks. 4 In any case a review5 of scientific evidence indicated that hibiscus offers therapeutic effects on oxidative stress lipid profile hypertension and atherosclerosis. Studies on Hibiscus Tea and Hypertension A randomized double-blind placebocontrolled clinical trial10 was conducted in 65 pre- and mildly hypertensive adults (age 30-70 years). Subjects received three 240-mL daily servings of brewed hibiscus tea or placebo beverage for six weeks. The results showed that there was a statistically significant (P 0.030) lowering of systolic blood pressure (SBP) in the hibiscus group (-7.2 mm Hg) compared with the placebo group (-1.3 mm Hg ). Diastolic BP was also lower in the hibiscus group (-3.1 mm Hg) compared to the placebo group (-0.5 mm Hg) although the difference did not reach statistical significance). In addition subjects with higher SBP at baseline showed a greater response to hibiscus treatment (P 0.010). The authors of the study concluded that daily consumption of hibiscus tea lowers BP in preand mildly hypertensive adults and may prove an effective component of the dietary changes recommended for people with these conditions. In a randomized controlled trial 11 54 patients were assigned to the hibiscus tea group or the control group (ordinary tea). Subjects consumed one serving of Human Clinical Research on Hypertension As a tea clinical research shows that daily consumption of hibiscus was able to lower blood pressure in adults with pre-hypertension or mild hypertension. Doses used were typically 1.25-2 grams brewed in 240 mL of water and consumed two to three times daily--resulting in significantly reducing systolic and diastolic blood pressure compared to control teas after two to six weeks of treatment.6-8 As a standardized extract clinical research shows that taking hibiscus before breakfast for four weeks is as effective as taking captopril 25 mg twice daily for reducing systolic and diastolic blood pressure in people with mild to moderate hypertension.9 Following are the details of those studies. Mechanism(s) of Action While its vibrant red flower buds or calyces are known to provide the active medicinal activity of hibiscus the mechanism of action for this herb has not always been understood. In human and animal research hibiscus was found to act as a diuretic and inhibit angiotensinconverting enzyme (ACE). Its ACE inhibition properties are meaningful since ACE indirectly increases blood pressure by causing blood vessels to constrict. Nevertheless these mechanisms may be less important mechanisms than those related to the antioxidant anti-inflam46 VITAMIN RETAILER WWW.VITAMINRETAILER.COM NOVEMBER 2015 tea at least 1 h before measuring the blood pressure. The results showed an 11.2 percent lowering of the systolic blood pressure and a 10.7 percent decrease of diastolic pressure in the hibiscus group 12 days after beginning the treatment as compared with the first day. The difference between the systolic and diastolic blood pressures of the two groups was significant. Three days after stopping the treatment systolic blood pressure was elevated by 7.9 percent and diastolic pressure was elevated by 5.6 percent in both groups. The authors concluded the study results proves the public belief and the results of in vitro studies concerning the effects of sour tea on lowering high blood pressure. Similarly a double-blind randomized controlled trial12 was conducted to compare the antihypertensive effectiveness of hibiscus tea with black tea in 60 type2 diabetic patients with hypertension. Subjects drank their teas two times a day for one month preparing them by placing 2 grams of the tea in a tea pot adding 240 ml of boiling water and drinking it after a steeping time of 20 30 minutes with one cube of sugar. Results showed that the systolic BP in the hibiscus group decreased from 134.4 mm Hg at the beginning of the study to 112.7 mm Hg after one month (P-value 0.001) but the black tea group experienced an increase from 118.6 to 127.3 mm Hg. In conclusion consuming hibuscus tea had positive effects on BP in type 2 diabetic patients with mild hypertension. conclusion both the hibiscus and captopril were effective as antihypensive agents and were well tolerated. 2 diabetic patients. Subjects were instructed to consume hibiscus tea or black tea two times a day for one month. Results showed that in the hibiscus group high-density lipoprotein-cholesterol (the good cholesterol ) increased significantly (p 0.002) and total cholesterol low-density lipoprotein-cholesterol triglycerides and apolipoprotein B decreased significantly. In the black tea group only HDLc showed significant change (p 0.002). In conclusion hibiscus tea had a significant effect on blood lipid profile in patients with diabetes. Study on Hibiscus Extract and Blood Lipids A randomized controlled study17 was conducted to evaluate the effects of a hibiscus extract and a recognized preventive diet treatment on the lipid profiles of individuals with and without metabolic syndrome. Subjects were divided into different groups T1 diet T2 hibiscus extract T3 hibiscus extract diet. A total daily dose of 100 mg hibiscus extract was orally administered in capsules for one month. Results showed that patients treated with hibiscus extract had significantly reduced glucose and total cholesterol levels increased HDL-C levels and an improved triglyceride HDL-C ratio which is a marker of insulin resistance (p 0.05). In addition patients treated with hibiscus or with hibiscus plus diet also experienced a decrease in triglyceride levels. In conclusion hibiscus extract improves lipid profiles in patients with metabolic syndrome in addition to its well-documented hypotensive effects. Studies on Hibiscus Extract and Hypertension A four-week randomized controlled clinical trial13 was conducted to compare the antihypertensive effectiveness and tolerability of a standardized extract of hibiscus with captopril (an ACE inhibitor drug used to treat hypertension) in 75 hypertensive patients from 30 to 80 years old. The hibiscus extract provided 9.6 mg of anthocyanins and was taken daily before breakfast. The captopril was taken 25 mg twice a day for four weeks. The results showed that hibiscus was able to decrease the systolic BP from 139.05 to 123.73mm Hg (p 0.03) and the diastolic BP from 90.81 to 79.52mm Hg (p 0.06). At the end of the study there were no significant differences between the BP detected in both treatment groups. In addition the tolerability was 100 percent for both treatments. A natriuretic effect (discharge of sodium through urine) was observed with the hibiscus treatment. In A four-week randomized controlled and double-blind clinical trial14 was conducted to compare therapeutic effectiveness tolerability and safety of a hibiscus extract with lisinopril (an ACE inhibitor drug) on 171 patients with hypertension (25-61 years of age). The hibiscus extract provided 250 mg of total anthocyanins per dose while the 10 mg of lisinopril was administered. Results showed that hibiscus treatment decreased blood pressure from 146.48 97.77 to 129.89 85.96 mmHg (p 0.05). The hibiscus treatment showed therapeutic effectiveness of 65.12 percent as well as tolerability and safety of 100 percent although BP reductions and therapeutic effectiveness were lower than those obtained with lisinopril (p 0.05). In conclusion the hibiscus extract exerted important antihypertensive effectiveness with a wide margin of tolerability and safety while it also significantly reduced plasma ACE activity. Herb-Drug Interactions An animal study18 examined the possible interaction between hibiscus extract and hydrochlorothiazide (HCT) a commonly prescribed diuretic drug. Results showed that co-administration of the herb and the drug caused a significant increase in the volume of urine excreted and resulted in a decrease in the pH of urine and the concentrations of sodium bicarbonate and chloride ions. People should consult with their doctor before using hibiscus tea or extracts together with diuretic drugs. Another study found that when taken together hibiscus tea significantly reduces the bioavailability of chloroquine (a drug used in the treatment or prevention of malaria).19 Consumption of hibiscus tea along with chloroquine might reduce the efficacy of chloroquine. VITAMIN RETAILER 47 Human Clinical Research on Blood Lipid Levels A comprehensive literature review15 reported that hibiscus preparations are promising as a treatment of hypertension and hyperlipidemia but more high quality studies are needed. Following are summaries of two key human studies examining the effects of hibiscus on blood lipids. Study on Hibiscus Tea and Blood Lipids A randomized controlled clinical trial16 was conducted to investigate the hypolipidemic effects of hibiscus tea in patients with diabetes and compare them with those of black tea in 53 type NOVEMBER 2015 WWW.VITAMINRETAILER.COM SUPPLEMENTSCIENCE People taking chloroquine for the treatment or prevention of malaria should avoid hibiscus tea. 7 Haji Faraji M. and Haji Tarkhani A. The effect of sour tea (Hibiscus sabdariffa) on essential hypertension. J. Ethnopharmacol. 1999 65(3) 231-236. 8 Mozaffari-Khosravi H. Jalali-Khanabadi B. A. Afkhami-Ardekani M. Fatehi F. and Noori-Shadkam M. The effects of sour tea (Hibiscus sabdariffa) on hypertension in patients with type II diabetes. J Hum. Hypertens 2009 23(1) 48-54. 9 Herrera-Arellano A. Flores-Romero S. Chavez-Soto M. A. and Tortoriello J. Effectiveness and tolerability of a standardized extract from Hibiscus sabdariffa in patients with mild to moderate hypertension a controlled and randomized clinical trial. Phytomedicine. 2004 11(5) 375382. 10 McKay DL Chen CY Saltzman E Blumberg JB. Hibiscus Sabdariffa L. tea (tisane) lowers blood pressure in prehypertensive and mildly hypertensive adults. J Nutr 2010 140 298-303. 11 Haji Faraji M. and Haji Tarkhani A. The effect of sour tea Hibiscus sabdariffa) on essential hypertension. J. Ethnopharmacol. 1999 65(3) 231-236. 12 Mozaffari-Khosravi H. Jalali-Khanabadi B. A. Afkhami-Ardekani M. Fatehi F. and Noori-Shadkam M. The effects of sour tea (Hibiscus sabdariffa) on hypertension in patients with type II diabetes. J Hum. Hypertens 2009 23(1) 48-54. 13 Herrera-Arellano A. Flores-Romero S. ChavezSoto M. A. and Tortoriello J. Effectiveness and tolerability of a standardized extract from Hibiscus sabdariffa in patients with mild to moderate hypertension a controlled and randomized clinical trial. Phytomedicine. 2004 11(5) 375-382. 14 Herrera-Arellano A Miranda-S nchez J Avila-Castro P Herrera-Alvarez S Jim nez-Ferrer JE Zamilpa A Rom n-Ramos R Ponce-Monter H Tortoriello J. Clinical effects produced by a standardized herbal medicinal product of Hibiscus sabdariffa on patients with hypertension. A randomized double-blind lisinopril-controlled clinical trial. Planta Med. 2007 Jan 73(1) 6-12. 15 Hopkins AL Lamm MG Funk JL Ritenbaugh C. Hibiscus sabdariffa L. in the treatment of hypertension and hyperlipidemia a comprehensive review of animal and human studies. Fitoterapia. 2013 Mar 85 84-94. 16 Mozaffari-Khosravi H. Jalali-Khanabadi B. A. Afkhami-Ardekani M. and Fatehi F. Effects of sour tea (Hibiscus sabdariffa) on lipid profile and lipoproteins in patients with type II diabetes. J Altern. Complement Med 2009 15(8) 899-903. 17 Gurrola-Diaz C. M. Garcia-Lopez P. M. SanchezEnriquez S. Troyo-Sanroman R. Andrade-Gonzalez I. and Gomez-Leyva J. F. Effects of Hibiscus sabdariffa extract powder and preventive treatment (diet) on the lipid profiles of patients with metabolic syndrome (MeSy). Phytomedicine. 2010 17(7) 500-505. 18 Ndu OO Nworu CS Ehiemere CO Ndukwe NC Ochiogu IS. Herb-drug interaction between the extract of Hibiscus sabdariffa L. and hydrochlorothiazide in experimental animals. J Med Food. 2011 Jun 14(6) 640-4. 19 Mahmoud B. M. Ali H. M. Homeida M. M. and Bennett J. L. Significant reduction in chloroquine bioavailability following coadministration with the Sudanese beverages Aradaib Karkadi and Lemon. J. Antimicrob. Chemother. 1994 33(5) 1005-1009. Conclusion Hibiscus tea or extract is a safe and effective natural medicine for the treatment of mild hypertension. In addition research suggests it may also help to balance blood lipid levels. Consequently hibiscus is an herb to consider integrating into a program for cardiovascular health especially among diabetics and those with metabolic syndrome. VR 1 Leung AY Foster S eds. Encyclopedia of Common Natural Ingredients Used in Food Drugs and Cosmetics. 2nd ed. New York John Wiley and Sons 1996. 2 Neuwinger HD. African Traditional Medicine. Stuttgart Medpharm Scientific Publication 2000. 3 Burnham T Wickersham R Novak K et al. The Review of Natural Products. 3rd ed. St. Louis MO Facts and Comparisons 2002. 4 Joven J March I Espinel E Fern ndez-Arroyo S Rodr guez-Gallego E Aragon s G Beltr n-Deb n R Alonso-Villaverde C Rios L Martin-Paredero V Menendez JA Micol V Segura-Carretero A Camps J. Hibiscus sabdariffa extract lowers blood pressure and improves endothelial function. Mol Nutr Food Res. 2014 Jun 58(6) 1374-8. 5 Guardiola S Mach N. [Therapeutic potential of Hibiscus sabdariffa a review of the scientific evidence]. Endocrinol Nutr. 2014 May 61(5) 274-95. [Article in Spanish]. 6 McKay DL Chen CY Saltzman E Blumberg JB. Hibiscus Sabdariffa L. tea (tisane) lowers blood pressure in prehypertensive and mildly hypertensive adults. J Nutr 2010 140 298-303. References 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. TRENDINGNOW (Continued from page 10) is becoming more and more important according to GT s. Our consumers are health conscious active and aware of the foods they consume Dave said. They take great care of themselves and are sophisticated enough to know that some of the healthiest foods have an acquired taste. extended past those demographics into a larger market. The company markets kombucha as an accessible non-alcoholic social beverage. While kombucha is getting a lot of exposure in mainstream media as a funky tasting health tonic we think of Buchi more as a social beverage like beer mead or cider. You can toast with a Buchi you can drink it at a music festival or while you re out dancing you can even mix liquor into it for a delicious detoxing and hangover preventing mixer Numinous said. With a product meant for not only aiding your body but for a social experience as well social media seems like a great tool for spreading the word. Garner s utilizes its social media platforms to highlight the benefits and popularity of kombucha through the store s weekly Employee Pick of the Month video and Facebook posts. Garner s customers share their knowledge with each other too. Many of our shoppers these days are fairly well educated on the health benefits of kombucha. We don t need to do much marketing--it really sells itself VanMetre said. The main consumers used to be health-conscious shoppers but retailers are seeing an increase in mainstream shoppers turning toward kombucha as well. Looking ahead retailers and manufacturers alike see a positive future for kombucha. I don t see sales dropping anytime soon. Kombucha has been around for a long time and as more and more people are discovering it I foresee its popularity continuing to climb VanMetre added. For now people are enjoying the experience of drinking kombucha both for the unique flavorings and health benefits. If you haven t had a chance to taste the great flavors from a locally made kombucha try to find some soon. Support local and feel the buchi Landon encouraged. VR Social Beverage People who regularly drink kombucha often are very passionate about it and love to share their love and knowledge of kombucha VanMetre said adding that a lot of consumers are reading and hearing about kombucha through social media platforms. According to Buchi sales reports reveal the primary traditional demographic includes women between 35-50 as well as progressive families. But because of the marketing plan to brew well and brand right kombucha has 48 VITAMIN RETAILER WWW.VITAMINRETAILER.COM NOVEMBER 2015 PRODUCTSPOTLIGHT Addressing Adrenal Function A ccording to Jacob Teitelbaum MD a board certified internist and nationally known expert in the fields of chronic fatigue syndrome fibromyalgia sleep and pain chronic stress can exhaust your adrenals leading to reduced levels of adrenal hormones. They can also impact many of your body s systems including Energy levels. You re tired first thing in the morning and maybe all day every day. B Y J A N E T P O V E R O M O Immune function. You seem to have recurrent infections that take a long time to clear up. Response to stress. You feel overwhelmed and unable to deal with stress and crash under too much stress. Blood sugar levels. You have dropping blood sugars and intense irritability when hungry Blood pressure. You may have a drop in blood pressure and dizziness when you stand up. Another sign of diminished adrenal function is when one or more of these symptoms start suddenly after a viral infection. There are dietary approaches to utilize that not only support adrenals but also improve energy and promote better sleep. Listed here is selection of products currently available Quick-Alert This caffeine-free powerhouse of energizing nutrients will feed your adrenals and keep you sharp and focused all day. Illinois-based North American Herb & Spice s Quick-Alert is a potent blend of natural ingredients that gives the support needed to get things done. Mental physical and emotional strength is what we all need to get through our daily demands. Be awake alert and full of life without the dangerous effects of chemicals and excessive caffeine. QuickAlert is made from chaga which is concentrated to increase the density of its key active ingredients for adrenal and cellular support superoxide dismutase (SOD) beta glucans phenolic compounds specialized plant sterols melanin and wild-source B vitamins. All of these substances are extremely biologically active and rich in oxygen which is critical for cellular health and energy. For more information call (800) 243-5242 or visit Joylift Mood R-U-VED an ayurvedic herbal company based in Washington offers Joy Lift a proprietary ayurvedic formula featuring saffron an herb popular in Eastern healing traditions known for its uplifting rejuvenating and calming effects. Saffron has a long history of culinary cosmetic and medicinal use in ayurvedic Chinese and Tibetan cultures. It has been widely valued for its mood elevating properties and for enhancing memory and sexual pleasure. The other ingredients in Joylift balance neurotransmitter production rejuvenate the nervous system and promote tranquility and mental function to make this a non-toxic non-habit forming nutritional blend for brain and mood support. For more information call (800) 925-1371 or visit Cortisol Support Illinois-based NOW Super Cortisol Support is a botanical and nutritional blend formulated to naturally support a healthy adrenal stress response. The adrenal glands help the body respond and adjust to physical mental and emotional stressors through the production of cortisol. When stress becomes a part of everyday life cortisol and blood sugar and consequently appetite and body weight may become difficult to manage. NOW Super Cortisol Support combines nutritional factors such as vitamin C pantothenic acid and chromium chelavite with Relora a proprietary herbal combination to support healthy adrenal function relieve stress and promote healthy eating patterns. These statements have not been evaluated by the food and drug administration. This product is not intended to diagnose treat cure or prevent any disease. Adrenal Health North Carolina-based Gaia Herb s Adrenal Health product enables the body to adapt to stress in a healthy way by nourishing the adrenal glands. This 100 percent herbal formulation contains adaptogens which adapt their function according to the individual. The herbs in Adrenal Health naturally help the body combat stress and that healthy response in turn supports the immune and nervous systems. The product contains ashwagandha holy basil rhodiola and schisandra. These statements have not been evaluated by the food and drug administration. This product is not intended to diagnose treat cure or prevent any disease. For more information call (800) 831-7780 or visit For more information call (888) 669-3663 or visit The Anti-Stress Drink Multi-award-winning Natural Calm is the leading magnesium brand in the natural market for nine years. Stress reducing Natural Calm supports heart bone health better sleep natural energy production to name a few. It also balances calcium intake--important for anyone who takes calcium supplements. The variety of organic flavors are naturally sweetened vegan gluten-free and certified non-GMO (genetically modified organism). For more information call (866) 416-9216 or visit NOVEMBER 2015 WWW.VITAMINRETAILER.COM VITAMIN RETAILER 49 HEALTHANDNUTRITION Tea Beverage Medicine or Both By Cheryl Myers M edicinal teas have been used for at least 60 000 years since yarrow has been found in ancient Neanderthal burial sites. Tea is speculated to be the first created beverage consumed by humans. While we may never know for sure early tea was likely consumed for taste and delight as well as for medicinal properties. So it could be said that tea is the most time-tested of all natural medicines. Ethnobotanists tell us that many kinds of herbs once used to brew tea and other potions have become extinct so we may never savor the flavors and benefit from the healing properties that were once experienced by our earliest ancestors. It is maddening to those who work in botanical medicine to imagine the riches that have been lost. An important point in environmental conservation is that loss of plant species is not just about aesthetics--a pretty prairie flower being lost or a bit of moss disappearing from a landscaped garden--it is about eliminating a plant medicine that might have been profoundly beneficial for all people everywhere. Fortunately there is still a bounty of herbs that can be used in teas for a wide variety of health concerns. In fact there are too many to be reviewed in this article so we will focus on just a few popu50 VITAMIN RETAILER lar herbs. But for clarity s sake I want to state that I am defining tea as any botanical soaked in hot water to yield a beverage. Some would argue that tea is defined as black white or green tea brewed from the leaves of the tea plant Camellia sinensis which is actually in the evergreen family. And while black green and white tea have health properties in this article I am going to discuss herbal teas. ed regular consumption of chamomile tea had (on average) a longer life span than those who did not. Dandelion As Ralph Waldo Emerson famously stated A weed is a plant whose virtues have not yet been discovered. If that is true then dandelions should no longer be considered weeds. Not only are they edible they provide great health benefits including acting as a natural diuretic. A diuretic helps the body release excess water and reduce edema and bloating. It is useful for things as simple as PMSrelated water retention or more significant edema related to reduced heart muscle function. Also increasing elimination of water may decrease high blood pressure. Diuretic drugs that lower blood pressure also reduce potassium which can cause significant adverse effects. However dandelion is rich in potassium and does not display the same adverse effects found with diuretic drugs. Dandelion is also soothing to the gall bladder. Bile is made by the liver and stored in the gall bladder where it is stored until it is released into the contents of the intestines as food in the process of digestion travels through the gut. If the gall bladder is irritated or inflamed increasing bile flow can be soothing and dandelion has been shown Chamomile Herbal teas are not always brewed from the leaves of the plant. For example chamomile is brewed form the dried flowers that resemble tiny daisies. In addition to being quite tasty chamomile is well known for its ability to promote relaxation and positive mood. This has been borne out in studies that have shown this tea can also promote sleep and reduce nervous tension. It has even been tested in people with generalized anxiety disorder (GAD) and found to reduce anxiety. Herbal teas rarely confer a single benefit. One might use chamomile tea with a little honey to relax before bed but gain additional side benefits such as a mild impact on reducing inflammation and some antioxidant protection. A study published just this year found that older adults living in Mexico who report- WWW.VITAMINRETAILER.COM NOVEMBER 2015 to improve bile flow. Dandelion also contains antioxidants and phytonutrients that help protect against cancer and other diseases. Nettles It may not sound appetizing to brew a tea of stinging nettles since skin contact with the raw leaf causes a rash discomfort itching and redness. However the compounds that give stinging nettle its name are neutralized with cooking and steeping in hot water yielding a mild-flavored tea that is rich in phytonutrients with significant health benefits. Nettle tea improves urinary output so there is a small diuretic effect associated with kidney cleansing. It also increases removal of uric acid from the body which helps reduce flare-ups of gout a condition in which uric acid crystals congregate at the joint and cause swelling inflammation and sometimes excruciating pain. Along with cherry fruit nettle is an excellent tea for individuals with gout or who have had gout in the past. Nettle is rich in minerals with more than ten times the calcium and magnesium of spinach. However many people seek out nettle tea for its silica content. Silica is a mineral well known for its use as a beauty product because it helps create strong nails beautiful skin and thicker more lustrous hair. That s because silica is required by the body to make collagen a natural hair skin and nails building block. As we age collagen is lost resulting in thinner brittle hair and slowed hair growth flaking fingernails and problematic skin. Studies have shown that boosting silica in the body boosts collagen production which is used by all these tissues. Bone is also dependent upon collagen for strength and function. If you imagine bone as a brick wall calcium is the brick but collagen is the mortar that holds the bricks together. Without silica no collagen can be formed and bones weaken. There are synthetic silicas on the market including forms like orthosilicic acid but many prefer plant-based silicas for supplementation. They are more natural and may work synergistically with other compounds found in nettles for a broader spectrum of benefits. Last but not least nettle tea has been shown to be effective in helping people with allergies. While it has long been used in folk medicine to treat allergies there is not a great deal of research published on using this botanical for this application. However nettle contains the flavonoids quercetin rutin and kaempferol. Quercetin has been investigated for quieting hay fever and has been found to help normalize histamine release. Rutin and kaempferol have also been studied for their anti-allergic activity so extrapolating that a plant that contains all these compounds itself is also antiallergic is not such a far logical leap. It may not sound appetizing to brew a tea of stinging nettles since skin contact with the raw leaf causes a rash discomfort itching and redness. However the compounds that give stinging nettle its name are neutralized with cooking and steeping in hot water yielding a mild-flavored tea that is rich in phytonutrients with significant health benefits. Kava Kava is an amazing botanical that shot to superstardom and then fell from its lofty perch when lawsuits regarding its safety started to be pressed. This is extremely unfortunate because it has been demonstrated that some of the individuals alleging liver problems related to kava were also exposed to prescription drugs illegal drugs and or alcohol which have documented liver toxicities. It was also theorized that there may have been contamination with adulterants in some formulas and even the type of solvents used might be problematic. There was never enough evidence to ban kava as a supplement and tea but many purveyors of this effective herb were not able to keep it in their line of products due to certain financial considerations. One of the blessings of the internet is almost instantaneous widespread distribution of information. It is also the curse of the internet. More and more mainstream websites added kava to their list of unsafe herbs or overly dramatized the potential adverse effects. More than 30 000 people become seriously ill or even die with the use of acetaminophen ibuprofen and aspirin and yet these products remain widely available. The indigenous peoples of the South Pacific have used kava safely for many hundreds of years. However it turns out that people with a specific uncommon genetic polymorphism may react poorly to kava. For the vast majority of people used in moderation it is very safe and highly effective for even severe anxiety disorders. Ironically the National Institutes of Health National Library of Medicine Database for liver toxicity (LiverTox) has actually come to kava s defense. While they urge caution until more is known they state the literature on liver injury from kava has included several incomplete or overlapping reports and causality was rarely well shown. Kava also has some preliminary investigation for use as a narcotic potentiater. When an individual is in very severe pain for example an end-stage cancer patient narcotics are often used to control the pain. However with continued use the narcotics lose effectiveness and everhigher doses are required. Higher doses mean more adverse effects from the drug. So some doctors have postulated that using kava along with these drugs may help enhance their effectiveness and reduce dosage escalations of narcotics. Simply put kava may partner with the pain medicine to make the cancer pain go away. This needs much more study before becoming a recommended medical practice but it is an interesting development for a very old herb used in teas and beverages. When choosing a kava tea you might note whether it contains kavalactones and if so what percentage. While all kava tea likely has some effect higher levels or kavalactones are associated with more powerful benefits. VR For a full list of references visit Cheryl Myers is an integrative health nurse author and an expert on natural medicine. She is a nationally recognized speaker who has been interviewed by the New York Times Wall Street Journal and Prevention magazine. Her many articles have been published in such diverse journals as Aesthetic Surgery Journal and Nutrition in Complementary Care and her research on botanicals has been presented at the American College of Obstetrics and Gynecology and the North American Menopause Society. Myers is the head of Scientific Affairs and Education for EuroPharma Inc. VITAMIN RETAILER 51 NOVEMBER 2015 WWW.VITAMINRETAILER.COM NATURALMEDICINE with Dr. Michael Murray A Clear Prespective on Supplement Safety B Y M ICHAEL T. M URRAY ND R ecently the media has once again failed to report the whole story or put things into the proper perspective when they reported on a study from the Centers for Disease Control and Prevention (CDC) and the U.S. Food and Drug Administration (FDA) regarding supplement safety. The headlines and superficial reports were completely blown out of proportion and did not tell the whole story. If anything the analysis published in the October 15th issue of the New England Journal of Medicine clearly demonstrates the safety of dietary supplements. Perpetuating the Great Myth The media loves to beat the drum by parroting a long-held myth that the dietary supplement industry is not regulated. It is critically important for our industry to dispel this false representation. The truth is that all dietary supplements including vitamins minerals herbs and specialty products must conform to federal regulations that control manufacturing labeling and advertising practices. Specifically the FDA has the power to Refer for criminal action any company that sells a dietary supplement 52 VITAMIN RETAILER that is toxic or unsanitary. Seize dietary supplements that pose an unreasonable or significant risk of illness or injury. Stop a new dietary ingredient from being marketed if the FDA does not receive enough safety data in advance. Stop the sale of an entire class of dietary supplements if they pose an imminent public health hazard. Obtain an injunction against the sale of a dietary supplement that has false or unsubstantiated claims. Require dietary supplements to meet strict manufacturing guidelines called good manufacturing practices (GMPs) including potency cleanliness and stability. Are Dietary Supplements Safe The safety of dietary supplements has been well established over the years. Issues such as the contaminated L-tryptophan in the 1980s due to a change in the manufacturing process by one manufacturer or the abuse of ephedrine as a weight-loss agent were unfortunate occurrences but should not detract from the excellent safety profile of dietary supplements. After all even more significant issues have occurred in the food supply as well as with prescription and OTC (over-the-counter) drugs. It is estimated for the past two decades that roughly 70 percent of Americans utilize dietary supplements. In 2010 more than 60 billion doses of nutritional supplements were ingested. According to the annual report from the U.S. National Poison Data System not a single death was caused by a vitamin or mineral supplement. Keep in mind that it is estimated that over-thecounter and prescription drugs are responsible for more than four million emergency room (ER) visits annually. In addition adverse drug reactions are estimated to cause more than 100 000 deaths each year. These numbers are sobering and reflect the real issue that the media should focus on. The authors of the study clearly stated that the numbers of ER visits were less than 5 percent of the numbers that have been previously reported for pharmaceutical products and the severity of the adverse effects are considerably less for dietary supplements. In other words dietary supplements pale in comparison to the issues seen with both OTC and prescription drugs. But somehow these important statements from the report did not make it into the media message being told. WWW.VITAMINRETAILER.COM NOVEMBER 2015 A Closer Look at the Report The CDC sought to evaluate the safety of dietary supplements by looking at adverse event reporting (AER) data from 63 emergency departments over a 10-year period (2004-2013). Based upon this data the researchers estimated that dietary supplements are responsible for approximately 23 000 ER visits and 2 000 hospitalizations annually. Weight loss and energy products were responsible for 72 percent of AERs while sexual enhancement and bodybuilding products accounted for 1 percent. So these two categories together totaled 86 percent of the reported AERs. Now in these 86 percent of cases 90 percent of the time the presenting AERs were heart palpitations chest pain or increased heart rate related primarily to caffeine ingestion and these patients were subsequently discharged from the ER. Clearly excessive caffeine intake is the concern and not vitamins minerals and other dietary supplements. The two other primary causes for ER visits were swallowing problems and unsupervised ingestion by children. About 50 percent of the swallowing problems occurred in elderly subjects and involved calcium supplements. In over two thirds of children presenting to the ER due to a AER it was related to unsupervised ingestion of a multiple vitamin and mineral formula and these visits were mainly precautionary. Putting these numbers into perspective it is first important that the study did not highlight any serious AERs or deaths due to dietary supplements. Second the major issue appeared to be people reacting to the caffeine in energy weight-loss and bodybuilding products. One of the problems of the report is that it did not detail the simultaneous ingestion of other sources of caffeine by subjects reporting only side effects due to dietary supplements. marketed by a company on the internet with zero distribution in health food stores and no history may be one of the products that has been shown to be adulterated with actual Viagra. Again a well-respected established brand is simply not going to do that. From 2004 through 2012 more than 200 products were recalled by the FDA as containing unapproved regulated substances (i.e. drugs) or impurities. Rarely did these recalls involve products being sold in natural food stores. My take-away messages from this new report are Dietary supplements are remarkably safe given their widespread use and lack of ER visits. Don t use dubious natural products especially those being marketed with weight- loss bodybuilding or sexual-enhancement claims. If you are going to use a product containing caffeine do so wisely and do not exceed the recommended dosage levels on the label and also take into consideration additional intake of caffeine or other stimulants you ingest. If you have difficulty swallowing large pills choose smaller pills or other delivery methods. Soft gels are generally easier to swallow and most supplements are now available in powder or liquid form. If you have children make sure that your supplements are out of their reach. These simple precautions would likely dramatically reduce the relatively small number of people using supplements from ever having to visit an ER due to a possible side effect. VR Michael T. Murray ND is widely regarded as one of the world s leading authorities on natural medicine. He is a graduate former faculty member and serves on the Board of Regents of Bastyr University in Seattle WA. The author of more than 30 books on health nutrition Murray is also director of product development and education for Natural Factors Nutritional Products. For more information visit Commentary One issue that the report touched on is that the dietary supplement industry still contains some unscrupulous companies that market adulterated products--sometimes laced with prescription drugs. These are the rare exception and not the norm. This issue simply is non-existent among well-respected brands that adhere to high quality GMPs. Buyer beware that a product being called herbal Viagra being NOVEMBER 2015 WWW.VITAMINRETAILER.COM VITAMIN RETAILER 53 2015 ScienceofSupplements WINTERISSUE T his special section of Vitamin Retailer (VR) comes in response to the industry s desire for more information--retailers wanting more information about the products they sell and manufacturers wanting to offer the science that backs the effectiveness of their products. We have featured a similar section annually in VR s sister publication Nutrition Industry Executive since 2002 where it is designed to help manufacturers gain a better understanding of the ingredients and services available that can make their products stand out. VR is once again responding to retailers increased demand for science and research by offering this section twice-- first in our May issue with our summer installment and then again here in our November issue--providing companies with two opportunities to describe in some detail to our readers the insight and research that goes into their products. Companies advertising in this issue of VR have provided one-page reference articles to a) help our readers decide if they want to carry a product in their stores or b) refer a customer to when they re asking about the research behind a particular product. Manufacturers have responded to this opportunity with background information about the health concerns their products are intended to address histories of the nutrients behind their products and details of research carried out on their products. We ve also provided company addresses phone numbers and website addresses to make obtaining additional information easier. 54 VITAMIN RETAILER Following is an index of companies participating in the 2015 VR Science of Supplements Winter Issue Bioforce USA ................................................................55 Bluebonnet Nutrition Corporation................................56 Carlson Laboratories ....................................................57 Essential Formulas Inc. ................................................58 Life Extension................................................................59 North American Herb & Spice ......................................60 NOW Foods ..................................................................61 Proprietary Nutritionals division of ..............................62 Pharmachem Laboratories Inc. Rainbow Light Nutritional Systems ..............................63 Redd Remedies ............................................................64 Scandinavian Formulas Inc. ........................................65 Superior Source ..........................................................66 Wakunaga of America Co. Ltd.....................................67 WWW.VITAMINRETAILER.COM NOVEMBER 2015 2015 ScienceofSupplements WINTERISSUE Bioforce USA 6 Grandinetti Dr. Ghent NY 12075 Phone (518) 828-9111 Fax (888) 798-7555 Websites Know Your Science What to look for when recommending an echinacea product uite frankly not all echinacea is created equally. That is something we all agree on but which can sometimes be difficult to communicate to consumers. The complexities involved with different species the use of different plant parts different extraction methods and different materials and excipients makes for a wide range of products on the shelves of our stores. In this Science of Supplements issue of Vitamin Retailer magazine we explore some of what we know makes an echinacea product effective and how to communicate that to consumers. There is a wide body of research on echinacea and it can be confusing when the results vary from study to study. In order to understand this variance one must look carefully at the preparation used in the study and the study methodology. Was the study a large controlled trial conducted in vivo or was it an in vitro study that theorizes a particular effect Were different outcomes observed between two studies of relatively similar methodologies but in which the preparation used was different We focus here on the in vivo studies which carry significant weight in the scientific community. We further concentrate on trials published in peer review journals meaning that credible members of the scientific community have reviewed and assured the publisher that the study merits publication. Perhaps the first study to achieve gold standard status for echinacea was the 1999 Brinkeborn study published in Phytomedicine.1 This study used a commercially available extract of echinacea purpurea (95 percent aerial 5 percent root). The study concluded that this particular extract represented a low-risk and effective alternative to the standard symptomatic medicines in the acute treatment of common cold. A similar study in 2004 among a smaller group of subjects but also using a commercially available echinacea purpurea extract concluded that Early intervention with a standardized formulation of echinacea resulted in reduced symptom severity in Q subjects with naturally acquired upper respiratory tract infection. 2 However in 2005 the world came crashing down on echinacea as a study published in The New England Journal of Medicine declared echinacea ineffective and the media storm that ensued resulted in public distrust of not just echinacea specifically but in herbal medicines in general.3 Not frequently disclosed by the media to the public was the fact that the extract tested was made in a lab by the study s authors and was a non-commercially available form of e. Angustifolia root with no other plant constituents in the product. A similar root extract was used in a study with an insignificant result and published in the Annals of Internal Medicine.4 These studies published in reputable medical journals ignored that fact that previous positive trials had been conducted on commercially available products using different species different plant parts and different extraction methods. Echinacea has since been redeemed as studies on viable commercial products has continued and results have been positive especially for those previously mentioned products using multiple plant parts of echinacea purpurea. Perhaps no study has been more representative of that redemption than the 2015 publication of an echinacea based combination product trial. The study published in Current Therapeutic Research was a randomized double-blind doubledummy clinical trial with 473 patients and it compared the safety and efficacy of this product to Oseltamivir (Tamiflu).5 The study concluded that the echinacea product is as effective as oseltamivir in the early treatment of clinically diagnosed and virologically confirmed influenza virus infections with a reduced risk of complications and adverse events. This kind of positive research is rarely promoted in our mass media but it is all in the public domain and we all have access to this information. Therefore when it comes to recommending an echinacea product knowing your science can make you an invaluable resource to your customers and recommending products that work will keep them coming back. References 1 Phytomedicine. 1999 Mar 6(1) 1-6. 2 J Clin Pharm Ther. 2004 Feb 29(1) 75-83. 3 N Engl J Med 2005 Jul 28 353(4) 341-8. 4 Ann Intern Med. 2010 Dec 21 153(12) 769-77. 5 Curr Ther Res Clin Exp. 2015 Apr 20 77 66-72. NOVEMBER 2015 WWW.VITAMINRETAILER.COM VITAMIN RETAILER 55 2015 ScienceofSupplements WINTERISSUE Bluebonnet Nutrition Corp. 12915 Dairy Ashford Sugar Land TX 77478 Phone (281) 240-3332 Website How to Determine Quality Fish Oil Q What are omega fatty acids and why are they essential to the diet By Jennifer Bradley Underwent Four-Step Purification Process--includes stripping and steam distillation which virtually eliminates all heavy metals (e.g. mercury) PCBs and other contaminants as well as the unpleasant fishy taste and odor typically associated with marine fish oils. Followed International Standards-- these standards of analysis are handled by the Global Organization for EPA and DHA (GOED) and include P-anisidine values peroxide value an entire fatty acid panel as triglycerides heavy metal testing and PCB PCBs congeners and dioxin furan testing. Tested by an Independent cGMPregistered Laboratory--testing protocols are established by USP AOSC and AOAC International which are scientific associations that have put together guidelines dedicated to the analytical excellence of fish oils. Made with Non-GMO Ingredients Kosher-Certified--KOF-K Supervision one of the world s largest and most respected kosher certification agencies guarantees that the fish oil is tracked back to its manufacturing origins and meets strict rules imposed on hygienic processes--a quality and purity benchmark sought by vegetarians vegans allergy sufferers and anyone who wants their fish oil to be held to the highest quality standards as well as those observing religious dietary law. For a full list of references visit Jennifer Bradley Weinhardt holds a Master of Science in Nutrition from Texas Woman s University and also a Bachelor of Science Degree in Nutrition from Texas A&M University. Weinhardt is currently a research and development specialist at Bluebonnet Nutrition where she provides educational training to the sales staff assists in the launch of new products and aids in the collaborative writing of marking pieces and technical papers. Weinhardt is an advocate for healthy living and the responsible use of supplements. A While it s true that in large quantities some types of fat are bad for your health this does not apply to all fats. In fact some fats you can t live without because the body can t make them so they must be acquired through the diet and or supplementation. Among these are omega-3 fatty acids which play an important role in heart joint brain and skin health and omega-6 fatty acids which are important for brain function as well as normal growth and development. A healthy diet consists of a balanced 1 1 ratio of omega-6 to omega-3 EFAs in contrast to the Western diet that has a typical omega-6 to omega-3 ratio of about 15 1. People eat large quantities of soy corn and other vegetable oils rich in omega-6 fatty acids while too few consume omega-3 fatty acids and monounsaturated fats like oleic acid richly found in olive oil. Including more omega-3 in your diet through supplementation and or by consuming more fish flaxseed walnuts etc. can help to reduce the inflammation that is typically associated with a Western diet high in omega-6. Q What are the health benefits of DPA within fish oil that is gaining scientific recognition It is this elongated version of EPA that is gaining notoriety in the natural products industry as a result of recent scientific studies. It uniquely inhibits platelet aggregation more efficiently than EPA or DHA which means it hinders the formation of potentially deadly blood clots. It is also a precursor for oxylipins that have been found to have potent anti-inflammatory and neuroprotective properties. Plus DPA is incorporated into phospholipids faster than EPA giving it a higher bioactivity which makes it a strong protector for the heart and its maintenance. In addition to its individual benefits DPA s synergistic role with EPA and DHA for heart and brain health is also becoming widely recognized. Q When buying fish oil products is there a preferred form A Research confirms that concentrated fish oil in the natural triglyceride form as it exists in nature is better absorbed--70 percent more--than the commonly used ethyl ester form which contains fatty acid compounds that lack the molecular backbone connecting adjacent fatty acids. Ethyl ester fish oils characterize most fish oil concentrates on the market today. However overall plasma levels of EPA and DHA in consumers of triglyceride-based fish oils far surpass those in people who choose ethyl esters. Q. What are the important quality and sustainability standards to look for when buying fish oil A EPA DPA and DHA are all precursors for several classes of hormone-like compounds including eicosanoids and docosanoids--as well as phospholipids a major structural component in cell membranes--that act in signal transduction which is the transmission of molecular signals from a cell s exterior to its interior. Signals received by cells must be transmitted effectively into the cell to ensure an appropriate response and these omega fatty acids help facilitate this. They are also precursors for structural components such as sphingolipids which are an essential part of the skin water barrier plus peroxisome proliferator-activated receptors (PPAR) that help regulate gene expression. DPA (docosapentaenoic acid) is particularly beneficial in supporting heart and joint health. 56 VITAMIN RETAILER A In the past contaminants and sustainability have been a concern for fish oils so you should look for a fish oil that is totally transparent like Bluebonnet s Natural Omega-3 Kosher Fish Oil labels Sustainably Harvested--high-quality fish oil should be sourced from pristine cold deep sea waters where strict environmental management quality assurance and sustainability practices overseeing fisheries are in place (e.g. utilizing fish lines instead of nets monitoring minimum size and number of juvenile fish caught observing the fleet via satellite and providing third-party control of fish landings). WWW.VITAMINRETAILER.COM NOVEMBER 2015 2015 ScienceofSupplements WINTERISSUE Carlson Laboratories 600 W. University Dr. Arlington Heights IL 60004 Phone (847) 255-1600 Fax (847) 255-1605 Email carlson Website Omega-3s and Vitamin D Support the Heath of the Heart and Brain and Promote Healthy Aging By Jolie Root eart health risks including high blood pressure stroke and high cholesterol are the top health concern. The same food choices that support the health of the heart help to ensure healthy brain aging too yet people struggle to incorporate hearthealthy foods into their diet. Recently a national survey revealed that while eight out of 10 Americans are aware of the relationship between omega-3s and heart health less than half currently try to include omega-3s in their diet for this benefit. Having a low level of long-chain omega-3 fatty acids is being discussed as a risk factor for heart disease. The new risk factor is based on measuring the fatty acids in red blood cells and is expressed as a percentage of EPA DHA of total fatty acids. The test is called Omega-3 Index. An H The Annals of Medical and Health Sciences Research reported that supplementation with the omega-3s EPA and DHA slashed hemoglobin A1c and fasting glucose levels in diabetics. Diabetics with uncontrolled blood sugar are at increased risk of heart disease. omega-3 index of 8 percent is associated with 90 percent less risk for sudden cardiac death as compared to an omega-3 index of 4 percent. This test is widely available and may help you to determine of your omega-3 intake is optimal. The Annals of Medical and Health Sciences Research reported that supplementation with the omega-3s EPA and DHA slashed hemoglobin A1c and fasting glucose levels in diabetics. Diabetics with uncontrolled blood sugar are at increased risk of heart disease. Go for longevity Help yourself to a daily dose of omega-3 fatty acids. The omega-3s EPA and DHA support normal triglyceride levels decrease blood clotting reduce risk of sudden heart attack support healthy blood vessels and help moderate blood pressure. Fatty fish mackerel trout herring sardines albacore tuna and salmon are rich sources of the important omega-3 fatty acids. Fish is featured in the Mediterranean diet widely thought to be the healthiest diet for a long life. The American Heart Association recommends taking 500-1 000 mg combined EPA and DHA and eating a fish-based diet. The recommendation increases to 3 000-4 000 mg of EPA and DHA daily for those who have severely elevated triglycerides. A recent literature review found nine epidemiological studies associating increased fish consumption with reduced risk for dementia including AD (Alzheimer s disease). Furthermore eight out of 10 studies found that higher blood omega-3 fatty acids were associated with reduced cognitive decline. Vitamin D is also important as it supports heart health a robust immune system and low levels have recently been found to be linked to increased risk of AD. Activated vitamin D has been shown to reduce plaques in the brain and improve cognition in animal models of AD. A blood test that measures 25OHD is the best way to ensure that your vitamin D level is within the normal range ideally above 30 ng mL (75 nmol L) Cod liver oil is a natural source of both omega-3 and vitamin D with some products offering the ideal daily doses of both in just one teaspoon. The best ones win taste awards because they are fresh tasting never fishy and can be drizzled over your salad with no unpleasant aftertaste. References W.S. Harris The Omega-3 Index as a Risk Factor for Coronary Heart Disease Am. J. Clin. Nutr. 87 (6) 1997S 2002S (2008). Cole GM Ma QL Frautschy SA. Omega-3 fatty acids and dementia. Prostaglandins Leukot Essent Fatty Acids. 2009 81 213 21. Durk M. et al. 1 25-Dihydroxyvitamin D3 Reduces Cerebral Amyloid- Accumulation and Improves Cognition in Mouse Models of Alzheimer s Disease. The Journal of Neuroscience 2014. VITAMIN RETAILER 57 NOVEMBER 2015 WWW.VITAMINRETAILER.COM 2015 ScienceofSupplements WINTERISSUE Essential Formulas Inc. 1861 Valley View Ln. Ste. 180 Farmers Branch TX 75234 Phone (972) 255-3918 Website Summary of Human Clinical Trials With Lactobacillus fermentum ME-3 the Proprietary Glutathione-Producing Probiotic Only Found in Essential Formulas RegActiv Dietary Supplements Study 1 Title An antioxidant probiotic reduces postprandial lipemia and oxidative stress. Journal Central European Journal of Biology. 2011 Vol. 6(1) pp. 32-40. Authors Tiiu Kullisaar Jelena Shepetova Kersti Zilmer Epp Songisepp Aune Rehema Marika Mikelsaar and Mihkel Zilmer. Subjects One hundred clinically healthy volunteers (75 females 25 males age 40-65 years) were recruited into a double-blind placebo-controlled randomized study. Study Design This study utilized kefir with ME-3 added as the test agent and kefir without any probiotic as the control agent. Both kefir solutions were identical nutrient composition color taste and caloric value. Volunteers all consumed an identical standard meal. Testing After a two-week introductory period baseline blood and urine samples were obtained 2.5 hours after ingestion of the standard meal. Then volunteers also ingested 200 ml of kefir with ME-3 or control kefir daily for two weeks and were then re-tested. Results Volunteers ingesting kefir-containing ME-3 exhibited the following a) -16 percent in oxidized LDL-cholesterol (reduces cardiovascular disease risks) b) -20 percent in 8-isoprorstanes (reduction in free radical damage) c) 10 percent increase in HDL-cholesterol d) 18 percent increase in PON1 activity (detoxification of pesticides e) 10 percent decline in triglycerides Study 2 Title Antioxidative probiotic fermented goats milk decreases oxidative stressmediated atherogenicity in human subjects. Journal British Journal of Nutrition. 2003 Vol. 90 pp.449-456. Authors Tiiu Kullisaar Epp Songisepp Marika Mikelsaar Kersti Zilmer Tiiu Vihalemm and Mihkel Zilmer. Subjects Twenty one healthy subjects (aged 35-65) divided into two groups. Study Design During the three-week study 16 participants consumed 150 grams of goats milk fermented with Lactobacillus fermentum ME-3 (test group) while five participants ingested 150 g fresh goats milk without probiotics (control group). Testing Blood and urine samples were initially and then again at the end of the three-week trial. Blood was analyzed for total antioxidant activity (TAA) total antioxidant status (TAS) ratio of oxidized to reduced glutathione oxidized LDLcholesterol and 8-isoprostanes (measure of free radical damage to unsaturated fatty acids). Also fecal samples were collected at the beginning (day 0) and again at the end of the trial (day 21). milk fermented with Lactobacillus fermentum ME-3 resulted in a doubling of live ME-3 bacteria in the intestinal tract. These results provide two important pieces of data a) When taken orally ME-3 survives transit through stomach which means it does not get killed when exposed to strong stomach acids. b) When orally ingested ME-3 arrives in the intestinal tract the bacteria are able to adhere to the mucosal lining and grow multiply as evidences by doubling the concentration of live ME-3 bacteria after 21 days. Reduction of Cardiovascular Risks Free radical damage to lipoproteins (oxidized LDL-cholesterol) can ultimately damage cells that line the arteries resulting in plaque build-up and atherosclerosis which is one of the primary causes of cardiovascular disease. ME-3 s antioxidant activity resulted in a substantial decrease in oxidized LDL-cholesterol. Increased Antioxidant Protection a) The ME-3 test subjects exhibited a substantial reduction in urinary levels of 8-isoprostanes (8-EPI) which is recognized as one of the most reliable ways of measuring oxidative stress. b) One of the most significant findings was that oral ingestion of ME-3 results in a substantial improvement in the systemic ratio of oxidized (inactive) to reduced (active) glutathione. c) Significant increase in Total Antioxidant Activity (TAA) which indicates an improvement in both cellular and whole body antioxidant activity. Results Survivability & Gastrointestinal Persistence Initial testing reported that Lactobacillus fermentum was present in the intestinal tract of only four of the 16 test subjects. At the end of the trial fecal samples revealed that the GI (gastrointestinal) tract of all 16-test subjects was colonized with ME-3. Furthermore testing also revealed that ingesting goats 58 VITAMIN RETAILER WWW.VITAMINRETAILER.COM NOVEMBER 2015 2015 ScienceofSupplements WINTERISSUE Life Extension 3600 W. Commercial Blvd. Fort Lauderdale FL 33309 Phone (888) 884-3657 Fax (866) 795-6696 Email customerservice Website Safe Ways to Relieve Dry Eyes D ry-eye syndrome--when your body doesn t produce enough tears to keep your eyes moist-- is not just uncomfortable it can lead to eye damage. Unfortunately the problem is common and can worsen with age. In fact Americans spend about a third of a billion dollars annually on over-the-counter eye drops or artificial tears a solution which is only temporary. And their prescription counterparts may produce such side effects as allergic reactions acute and chronic conjunctivitis stinging and blurred vision among others. Indeed the preservatives in eye drops themselves can even be a source of dry-eye syndrome. So before reaching for those drops consider these alternatives. Recent discoveries show that protective plant compounds from the South American maqui berry can reduce light-induced damage to tear glands and enhance tear production. light-induced damage to tear glands and enhance tear production. Consider taking maqui berry extract which can represent an effective approach to restore comfort and composition of one s tears. Maqui berry extract is available in oral supplement form to support eye health for systemic continuous comfort. Instead of adding artificial tears in the form of drops throughout the day you can now take one capsule in the morning to help support eye health for an entire day.1 This extract will effectively support your body s natural mechanisms to promote production of your own natural tears. The secret lies in this standardized maqui berry extract s supply of compounds called delphinidins which support natural defenses against chemical and light stimulation and ultraviolet (UV) light.1 In one study healthy volunteers taking 60 mg of this extract daily experienced a 45 percent increase in tear production.2 Daily supplementation with maqui berry allows you to get your eyes back to feeling and looking their best. Along with a maqui supplement consider upping your intake of omega-3 fatty acids which boost production of the oily layer of your eyes improving the integrity of the tear film and slowing the evaporation of tears. In addition to flaxseeds walnuts salmon and other foods that are chock full of this essential nutrient consider omega-3 fatty acid supplements for optimal eye and whole-body health benefits. Change Your Eye Style Reducing your alcohol intake can have many positive benefits on the body and you can count relief from dry-eye syndrome among them. Additionally avoid exposure to cigarette smoke and other air pollutants. If you re a smoker relieving dry-eye syndrome may be great motivation to quit. Screen time can also worsen dry-eye syndrome. Unfortunately this is one thing that s hard to avoid. Screens may be an integral part of your workday and you likely carry a smartphone or tablet with you when you are on-thego. However you can take frequent breaks from staring at your screens. Be sure to schedule time periodically where you actively look away from your screen--a perfect time to take care of the whole body and stand up and stretch. Embrace Your Four Eyes Dry-eye syndrome can be exacerbated by contacts. It can also be caused by LASIK surgery to correct one s vision. You can reduce symptoms by sticking with your glasses. If you can t say no to contacts consider finding a pair of glasses you truly love and taking a break with them a few times a week. Don t live with dry-eye discomfort. Consider new ways to relieve your symptoms. Consider Maqui Berry-- a True Dry-eye Solution Recent discoveries show that protective plant compounds from the South American maqui berry can reduce References 1 Food Chem. 2013 Aug 15 139(1-4) 129-37. 2 Panminerva Med. 2014 Sep 56(3 Suppl 1) 1-6. VITAMIN RETAILER 59 NOVEMBER 2015 WWW.VITAMINRETAILER.COM 2015 ScienceofSupplements WINTERISSUE North American Herb & Spice P.O. Box 4885 Buffalo Grove IL 60089 Phone (800) 243-5242 Fax (847) 473-4780 Email info Website The Correct Answer is Whole-food Vitamins itamins from natural whole foods are the ideal source for human nutrition. These vitamins are more readily absorbed and assimilated by the body than any other. This is because the body recognizes these as food. Whole-food vitamin supplements are thus the answer for correcting vitamin deficiencies. Here is another reason only to use truly natural vitamins. Whole-food vitamins occur in complexes while the synthetics are mere single molecules and or isolates. Natural vitamins are chemically different than the synthetics thus their actions are unique. One of their unique attributes is that they are electrically charged. In contrast synthetic vitamins are electrically dead. Made from coal tar and or hexane these vitamins are noxious causing toxicity to the human body. Regarding vitamin complexes none of the typical vitamin supplements contain them. Natural vitamins occur as a complex that works together synergistically. This synergism of the complexes is critical for biological activity and for the improvement and maintenance of overall health. For example the Amazon source camu camu berry contains the entire vitamin C complex consisting of vitamin C in a synergistic relationship with up to eight isomeric forms along with V Whole-food vitamins occur in complexes while the synthetics are mere single molecules and or isolates. Natural vitamins are chemically different than the synthetics thus their actions are unique. bioflavonoids which potentiate their actions. This is never seen with chemical forms which are incapable of synergistic powers. There can be no doubt that such natural vitamin C complex is potent. Albert Szent-Gyorgyi proved this when he found that wild natural vitamin C reversed degenerative disease. The synthetic in contrast was useless. Vitamin E is another perfect example. Studies show that its synthetic form is about one-quarter as active as the natural form while even an isolated natural is a weakling compared to the wholefood complex. All eight types of vitamin E must occur together for optimum activity which makes the natural occurring vitamin E 10 times more powerful than isolated or synthetic forms. For B complex it is the same--isolates are inactive while whole-food forms are highly biologically active. All studies proving efficacy for the B complex have been conducted with wholefood forms. This includes vitamin A also. The natural form is vigorous cellularly for instance the vitamin A in Alaskan sockeye salmon oil. The same is true of vitamin B. It is the natural form that can be depended upon for potent biological activity plus a high safety profile. Wild sockeye salmon oil is also a top source of this vitamin A. Regarding the early studies it was shown that food sources alone reversed degenerative disease in lab animals and also humans. These studies prove that for human intake the best vitamin sources are true whole foods such as rice bran New Zealand liver powder Alaskan sockeye salmon oil cod liver oil (unprocessed) brewer s yeast torula yeast citrus powder acerola camu camu and other similar foods. It s not about the RDA (recommended daily allowance). It s about the quality of the vitamin source. References Harrow B. 1921. Vitamins Essential Food Factors New York E.P. Dutton & Co. Stone I. The Healing Factor Vitamin C Against Disease Grosset & Dunlop 1972. J. Orthomolecular Med. 2005. Vol. 20 No. 4 P. 230236. Moss R.W. Free Radical Albert Szent-Gyorgyi and the Battle Over Vitamin C. Paragon House Publishers New York 1988. Hoffer A. Townsend Letter for Doctors & Patients No. 155 56-60 1996. 60 VITAMIN RETAILER WWW.VITAMINRETAILER.COM NOVEMBER 2015 2015 ScienceofSupplements WINTERISSUE NOW Foods 244 Knollwood Dr. Bloomingdale IL 60108 Phone (630) 545-9098 Website NOW Foods New Eggshell Membrane (NEM) By Nena Dockery Technical Services Manager Stratum Nutrition OW Foods is launching a highly effective product into the joint health category--eggshell membrane featuring the branded ingredient NEM. NEM brand eggshell membrane is a wholefood source ingredient that can help to maintain healthy articular cartilage and the surrounding synovial tissue by nourishing joints as well as by supporting a balanced immune response to typical daily wear and tear. The recommended dose of NOW s Eggshell Membrane is only one 500 milligram capsule of NEM daily. NEM is a unique multi-patented U.S.domestic ingredient made from U.S. Department of Agriculture (USDA) inspected egg breaker shells and is cGMP (current good manufacturing practice) manufactured in the Midwest. This translates into a highly sustainable traceable ingredient from farm to supplement. NEM is the most researched eggshell membrane ingredient for joint health backed by multiple published studies highlighting its exceptional safety and benefits to joints and the surrounding soft tissue. It is primarily composed of fibrous proteins including collagen types I V and X as well as glycosaminoglycans such as chondroitin sulfate and hyaluronic acid. All of these nutrients occur naturally within NEM--a complete solution for supporting joint health safely. The efficacy of NEM is supported by two open-label pilot clinical studies and N one multicenter randomized doubleblind placebo-controlled human clinical trial demonstrating that a once daily 500 mg dose of NEM significantly improves normal joint comfort and flexibility.1 2 In the open-label studies a significant reduction in pain was noted at both seven- and 30-day evaluations. In the RCT study the evaluations occurred at 10 30 and 60 days with significance at the 10-day time period and continuation of the positive trend throughout the 60day study period. No evaluations were made in either study at earlier time periods so it is possible that the beneficial effects might have had statistical significance sooner than seven to 10 days in the treatment period. Furthermore an independent multicenter open-label clinical trial conducted in Germany was published in 2014 reaffirming the findings from the U.S. studies.3 This study demonstrated that one 500 mg dose day of NEM significantly reduced occasional pain in individuals with age-related knee or hip wear and tear both rapidly and continuously with no notable side effects. Augmenting the results of these efficacy studies are three studies detailing a potential mechanism of action for NEM s benefits. The first was an in-vitro human cell culture study which provided preliminary evidence that NEM exerts an immunomodulatory effect on the uncontrolled release of specific cytokines such as TNF-.4 These findings were then supported by results from an animal study revealing that oral supplementation of NEM can influence both earlyphase and later-phase cytokines involved in normal tissue reactivity.5 The third and most recent study on NEM s mechanism of action was an in-vitro study assessing how various eggshell membrane proteins might impact the gene transcription factor NF-kB in human cell cultures.6 NF-kB plays a fundamental role in the normal functioning of the immune system and occurs very early in the cascade related to tissue response to occasional stress. NEM s ability to affect NF-kB may help to explain the joint health-supporting effects observed in the clinical setting. From individuals who engage in regular sports or athletic endeavors to those who simply want to remain active into middle-age and beyond NOW s Eggshell Membrane can be an important addition to any daily supplement regimen. These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose treat cure or prevent any disease. References 1 Ruff KJ et al Eggshell membrane A possible new natural therapeutic for joint and connective tissue disorders. Results from two open label human clinical studies. Clin Interv Aging (2009) 4 235-240. 2 Ruff KJ et al Eggshell membrane in the treatment of pain and stiffness from osteoarthritis of the knee A randomized multicenter double blind placebo controlled clinical study. Clin Rheumatol (2009) 28 907-914. 3 Danesch U et al NEM brand eggshell membrane effective in the treatment of pain associated with knee and hip osteoarthritis Results from a sixcenter open-label German clinical study. J Arthritis (2014) 3 3. 4 Benson KF Ruff KJ and Jensen GS Effects of natural eggshell membrane (NEM) on cytokine production in cultures of peripheral blood mononuclear cells increased suppression of tumor necrosis factor-levels after in vitro digestion. J Med Food (2012) 15(4) 360368. 5 Ruff KJ and DeVore DP Reduction of pro-inflammatory cytokines in rats following 7-day oral supplementation with a proprietary eggshell membranederived product. Mod Res Inflamm (2014) 3 19-25. 6 Ruff KJ et al Eggshell membrane hydrolyzates activate NF- B in vitro possible implications for in vivo efficacy. J Inflamm Res (2015) 8 49-57. VITAMIN RETAILER 61 NOVEMBER 2015 WWW.VITAMINRETAILER.COM 2015 ScienceofSupplements WINTERISSUE Proprietary Nutritionals (Pharmachem Labs Inc.) 265 Harrison Ave. Kearny NJ 07032 Phone (800) 526-0609 (905) 512-5058 Fax (201) 246-8105 Email dmosca Website Celadrin A ccording to the Centers for Disease Control 27 million Americans have osteoarthritis (OA) and 42 percent of adults with physician-diagnosed OA report activity limitations. In addition approximately 454 000 knee replacements are performed due to OA. OA is often the result of simply aging the wear and tear of joints due to repetitive motions and the movements of life (walking sitting stretching reaching etc.). But as those joints wear they send pain signals which compel individuals to move less to truncate range of motion so as not to feel the spikes of pain. The quest for pain relief frequently starts in pharmacy aisles with over-thecounter NSAIDs (non-steroidal antiinflammatory drugs) such as aspirin ibuprofen and naproxen. Despite health risks associated with these drugs (such as gastric bleeding) many people take the maximum dose of these medications just to try to obtain that relief. However the FDA (U.S. Food and Drug Administration) has placed tighter controls on prescription painkillers such as reducing the number of refills a patient can receive before going back for a doctor s visit. Misuse of prescription painkillers are definitely on the rise and leading to addictions. Celadrin a proprietary blend of esterified fatty acids is one of the most effective natural ingredients that supports healthy inflammatory response to address the sensation of pain in knees especially in the main joints--knees. In studies adults have shown remarkable benefits of reduced pain and swelling increased movement and reduction of inflammatory factors when using Celadrin. For example results of a double-blind multi-center placebo-controlled trial (the most scientifically validated type) published in the prestigious Journal of Rheumatology found that Celadrin when taken orally improved parameters of aging joints such as mobility and pain. In this study 64 participants between the ages of 37 to 77 were given Celadrin capsules. They were evaluated at the beginning 62 VITAMIN RETAILER at 30 days and at the end of the 68-day study. Compared to those in the placebo group participants who consumed Celadrin had more flexibility less aches and pain and were able to walk longer distances.1 In an earlier placebo-controlled study 40 patients with knee OA applied either a Celadrin cream or placebo cream twice daily for 30 days and were evaluated for functional performance of their knees--such as knee range of motion timed up-and-go from a chair stair climbing medial step-down test and the unilateral anterior reach. The results showed improved range of motion of the knees in the Celadrin group with no improvement in the placebo group--for example significant improvement was reported in the Celadrin group for the medial step-down test unilateral anterior reach. The authors concluded that use of Celadrin as a cream is an effective tool for improving knee ROM ability to ascend descend stairs rise from sitting walk and sit down and unilateral balance. 2 The esterified fatty acids in Celadrin have pronounced healthy inflammatory response effects such as the inhibition of the endothelial cells and decreasing the pro-inflammatory effects of other fatty acids. The special fatty acids found in Celadrin have also been shown to reduce the production of the negative immune factor IL-6 and to control other immune factors responsible for inflammation. This alone could explain some effects of Celadrin such as reduction of pain in joints affected by degradation. And certainly these functions are very important in preventing further tissue and joint damage while promoting healing. It also works by inhibiting arachidonic acid one of the main promoters of the inflammatory cascade of immune factors by inhibiting 5-lipoxygenase another mediator of inflammation. It may also alter cellular membranes protecting them from the action of inflammatory cytokines or by reducing the secretion of inflammatory cytokines and CRP. Additionally the molecules found in Celadrin may also play a role in lubrication of an affected joint. This action combined with antiinflammatory effects explain some of the significant improvements in mobility and function. References 1 Robert Hesslink Jr et al Cetylated Fatty Acids Improve Knee Function in Patients with Osteoarthritis. J Rheumatol 2002 29 1708-12. 2 Kraemer WJ et al. Effect of a Cetylated Fatty Acid Topical Cream on Functional Mobility and Quality of Life of Patients with Osteoarthritis J Rheumatol 2004 31 767-74. WWW.VITAMINRETAILER.COM NOVEMBER 2015 2015 ScienceofSupplements WINTERISSUE Rainbow Light Nutritional Systems 100 Avenue Tea Santa Cruz CA 95060 Phone (800) 635-1233 Website The Health Benefits of Plant-based Supplements A health concern can leave people feeling helpless if they don t understand their options for addressing that concern. Product manufacturers and retailers play a part in educating consumers about effective ways to address common health concerns explaining how specific plants and herbs can be used to support the body s natural balance and why specific formulations work best. compounds that help an organism adapt to and avoid damage from environmental factors Eleuthero (eleutherococcus senticosus) Also known as Siberian ginseng one of its principal components was found to alleviate the effects of sleep deprivation in a 2011 study.4 What to Look For These examples highlight a small portion of the scientific evidence backing use of plant-based ingredients for addressing health concerns. In addition to being able to provide references to understand the importance of specific ingredients a product manufacturer should be able to produce evidence that these ingredients are formulated for maximum health benefit. When selecting products for addressing health concerns look for the following attributes Balanced formulas that help address underlying concerns keeping overall health in balance. Natural ingredients proven by scientific research and traditional healing that do not produce side effects even with long-term use. Purity of ingredients and freedom from artificial colors flavors sweeteners preservatives and additives. In addition look for products from providers with a long-standing and strong reputation among consumers health practitioners and trade partners. Ingredients Backed by Science Many plants and herbs used in traditional medicine are being researched heavily and used in clinical trials to better understand their health applications. For example several ingredients in Rainbow Light s Allergy Rescue an integrative health therapy have been the subject of studies in recent years. Eyebright (Euphrasia) Iridoid glycosides eyebright constituents include aucubin. Aucubin was shown to have anti-inflammatory effects when applied topically or taken orally.1 Stinging nettle (Urtica dioica) Nettle extracts were shown to reduce allergic and other inflammatory responses in vitro in a 2009 study.2 Quercetin A 2010 study on dendritic cells (often targeted to control harmful immune responses) found strong evidence that quercetin acts as an immunosuppressive agent and can be used in treating chronic inflammation.3 With many health concerns being linked to stress products and ingredients that address stress response are top of mind. Zen therapy another integrative health therapy includes key ingredients to support healthy stress response in particular plant adaptogens such as eleuthero and schisandra. Plant adaptogens are Many plants and herbs used in traditional medicine are being researched heavily and used in clinical trials to better understand their health applications. Schisandra (Schizandra chinensis) In a study to determine which mediators of stress response are involved in the action of adaptogens Schisandra was found to be one of the most active inhibitors of stress-induced protein kinase the authors suggest that this fact is due to Schisandra s antidepressant activity and support of mental performance under stress.5 Vitamin B Complex A study of occupational stress in 60 participants showed that those treated with vitamin B complex reported significantly lower strain and reduced confusion and depression after 12 weeks.6 References 1 Recio M Giner RM Manez ML Fernandez B et al. Planta Medica. 1994 60 512-515. 2 Roschek B Jr Fink RC McMichael M and Alberte RS. Nettle extract (Urtica dioica) affects key receptors and enzymes associated with allergic rhinitis. Phytotherapy Research. 2009 Jul. 23(7) 920-6. 3 Huang RY Yu YL Cheng WC et al. Immunosuppressive effect of quercetin on dendritic cell activation and function. Journal of Immunology. 2010 184(12) 6815-21. 4 Huang LZ Wei L Zhao HF et al. The effect of Eleutheroside E on behavioral alterations in murine sleep deprivation stress model. European Journal of Pharmacology. 2011 658(203) 150-5. 5 Panossian AK Hambardzumyan M Hovhanissyan A. et al. The Adaptogens Rhodiola and Schizandra Modify the Response to Immobilization Stress in Rabbits by Suppressing the Increase of Phosphorylated Stressactivated Protein Kinase Nitric Oxide and Cortisol. Drug Target Insights. 2007 2 39-54. 6 Stough C Scholey A Lloyd et al. The effect of 90 day administration of a high dose vitamin B-complex on work stress. Human Psychopharmacology. 2011 26(7) 470-6. VITAMIN RETAILER 63 NOVEMBER 2015 WWW.VITAMINRETAILER.COM 2015 ScienceofSupplements WINTERISSUE Redd Remedies 211 S. Quincy Ave. Bradley IL 60915 Phone (888) 453-5058 Fax (815) 614-2084 Website Addressing Gout he prevalence of gout among the American population has been steadily on the rise in recent years and is considered a major public health concern. It is projected to affect 2.8 million individuals by 2025.1 Gout occurs when uric acid crystals form needle-like deposits around the joint tissue. These deposits result in severe sudden attacks of pain swelling and redness around the joints. Uric acid is a by-product of the metabolism of purines organic compounds found in certain foods like meat and seafood and some vegetables. The kidneys normally remove uric acid from the body but if the body produces too much uric acid or if the kidneys don t flush enough out of the body attacks of gout can occur. Diet and lifestyle are widely recognized as contributing factors to this disease and a conventional treatment plan should always include prudent changes to the diet including reducing highpurine foods and lifestyle changes such as a reduction in alcohol consumption and weight loss. Plant-based medicines can quickly address the inflammation and discomfort of gout block the production of uric acid and provide nourishment to the kidneys--the body s main system for uric acid removal. By Stacey Littlefield Lead Product Formulator trated extract of cherries can achieve the same goal. High in antioxidants called anthocyanidins they have been shown to inhibit the activity of xanthine oxidase.3 rejuvenative herb Boerhaavia affects the body in a general way and is nontoxic in normal doses. Boerhaavia has further been shown to have both kidney-nourishing and antiinflammatory activities.7 This is quite beneficial for those who need support for kidney health without adding undo stress to this critical body system. Couch grass is a very common type of grass that is readily available throughout much of the world. Even though many of us now consider it an annoying weed that invades our gardens it has been used throughout history by many different cultures to support the kidneys and urinary tract. Couch grass is an approved herb in the German Commission E Monographs where its uses are listed as irrigation therapy for ... the urinary tract and for the prevention of kidney gravel. 8 Gout may be a complex disorder involving more than the joints it affects but the solution to the pain and discomfort of gout can be quite simple. Plant-based medicines can provide antiinflammatory relief and nourishing support for underlying body systems that encourage the natural balance of uric acid levels. Tackling gout in this manner along with the proper dietary changes can have lasting and meaningful results. T Addressing Inflammation Inflammation is a major contributor to gout s pain and discomfort. Luckily cherries double as an anti-inflammatory fruit. The active components found in cherries anthocyanidins and proanthocyanidins inhibit cyclooxygenase.4 While we have seen significant side effects with both traditional NSAIDs and the newer drugs no serious side effects have ever been linked to cherries. Ginger root is a common cooking spice in the West but in India and other parts of Asia it has a rich tradition as a remedy to reduce inflammation. Scientific research on ginger s antiinflammatory capabilities began in the 1970s. Since that time a wealth of research has been created and it proves that ginger inhibits inflammation by not only inhibiting cyclooxygenase but also 5-lipoxygenase another enzyme that causes inflammation.5 Discouraging Uric Acid Production Because uric acid does not tend to stay dissolved in the bloodstream elevated levels can cause deposits of uric acid crystals in the joints. One approach to decreasing uric acid levels in the bloodstream is to block xanthine oxidase thus blocking the production of uric acid. Quercetin is a widely abundant flavonoid found in apples onions and berries. This flavonoid has numerous health benefits in the body including the ability to inhibit xanthine oxidase.2 Cherries are a great food for the treatment of gout whether they are tart or sweet. However the basic suggestion for using cherries as a food for gout involves eating a halfpound serving of cherries on a daily basis. Using a concen64 VITAMIN RETAILER Nourishing the Kidneys Every day the kidneys process about 200 quarts of blood to remove about 2 quarts of waste and extra water this waste includes excess uric acid. Nourishing the kidneys and encouraging the process of waste removal will not only have an impact on further attacks of gout but it will also support other vital kidney functions such as the production of red blood cells regulation of blood pressure and healthy bones. Rooted in ayurvedic medicine Boerhaavia diffusa has been used traditionally for asthma jaundice fever and gastritis however it is most widely used to support the kidneys.6 As a rasayana or References 1 Croft Joseph D. MD FACP MACR. Clinical Aspects of Gout. ICD-9-CM Coordination and Maintenance Committee Meeting September 24-25 2008. nchs ppt icd9 att7CroftSep08.pdf. July 31 2012. 2 Quercetin Monograph. Alternative Medicine Review. 1998 3 140-143. 3 Jacob Robert A. Giovanna M. Spinozzi and Vicky A. Simon. Consumption of Cherries Lower Plasma Urate in Healthy Women. J. Nutr. 133 1826-1829 2003. 4 Ibid. 5 Zingiber Officinale (Ginger) . Alternative Medicine Review. 2003 8 331-335. 6 Williamson Elizabeth M. (ed). Major Herbs of Ayurveda. Edinburgh UK Churchill Livingstone 2002. 7 Premila M.S. PhD. Ayurvedic Herbs A Clinical Guide to the Healing Plants of Traditional Indian Medicine. New York NY The Haworth Press Inc. 2006. 8 Blumenthal Mark (ed). The Complete German Commission E Monographs. Boston MA Integrative Communications 1998. WWW.VITAMINRETAILER.COM NOVEMBER 2015 2015 ScienceofSupplements WINTERISSUE Scandinavian Formulas Inc. 140 E. Church St. Sellersville PA 18960 Phone (215) 453-2507 Fax (215) 257-9781 Email info Website SalivaSure OTC Relief for Sufferers of Dry Mouth aliva is one of those things you don t appreciate until it s gone. Saliva moistens the mouth and that moisture helps you talk eat swallow and digest your food and keep your teeth and gums healthy. When the body fails to produce enough saliva the arising condition is called xerostomia or in everyday language dry mouth. Dry mouth affects at least three out of every 10 adults in the U.S. Normal human salivary glands produce approximately 4 to 6 cups of saliva each day. When for different reasons the secreted amount of saliva drops significantly dry mouth symptoms develop quickly. S Its unique formulation results in the secretion of natural saliva (water proteins salts enzymes and other important components). It also stimulates saliva in a controlled quantity because the impaired gland needs to operate at a functional rate for a long time. A gland with impaired function should not be pressed to work harder than necessary. SalivaSure tested a clinical study has been shown to not have any side effects or drug interactions. In cases of severe dry mouth up to one (1) lozenge per hour is recommended. Subjects were supplied with SalivaSure lozenges for at-home use and took the lozenges as directed for the next week. On day eight subjects reported to the laboratory for reevaluation. Their saliva was collected for one hour into a graduated cylinder and they once again ingested a SalivaSure lozenge and recollected their saliva for one hour. Study Results The average amount of saliva collected after ingesting the SalivaSure lozenge on day one increased by 1 ml. On day eight the amount of saliva collected was 2 ml after ingesting the SalivaSure lozenge or twice the amount collected on day one. In addition one week after use SalivaSure lozenges average saliva production increased by 33 percent. Clinical Background of SalivaSure Depending on population studied an estimated 1 to 65 percent of people1 are affected by xerostomia commonly known as dry mouth. More than 1 100 prescription and OTC medications have the potential to cause dry mouth. Patients with chronic diseases such as diabetes HIV AIDS hypertension Sj gren s syndrome and hepatitis C are particularly at risk for dry mouth symptoms. Patients suffering from decreased saliva production may have difficulty chewing or swallowing food and may develop nutritional deficiencies as a result. These patients are also are at risk for developing tooth decay gum disease fungal infections and sores. Proactive dry mouth treatment is vital to prevent these outcomes. A study was devised to determine the effectiveness of SalivaSure lozenges in increasing saliva production initially and after one week of use in a group of 11 men and four women ages 21-60 years all of who presented with histories of dry mouth. How Does Dry Mouth Come About There are many reasons for dry mouth and they include The normal aging process Many daily activities such as speaking snoring and smoking Exposure to environmental irritants Over the counter (OTC) and prescription medications Chemotherapy and radiation treatment Medical conditions such as Sjogren s syndrome lupus and diabetes Conclusion SalivaSure lozenges are clinically proven to increase saliva production offering relief from dry mouth for patients suffering from or at risk for dry mouth. Reference 1 Pugliese Peter T. Clinical Study on SalivaSure Lozenges. April 7 2004. How Does Dry Mouth Affect Quality of Life Decreased saliva production can cause bad breath enamel erosion tooth loosening gum disease difficulty eating speaking and sleeping. What Can You Do for Effective Relief Were it not for one OTC medication called SalivaSure manufactured by Scandinavian Formulas Inc. Sellersville PA the situation for a dry mouth sufferer would be pretty dismal. SalivaSure is steadily gaining product recognition in both the medical and dental communities. SalivaSure increases reduced salivary gland function as it dissolves slowly in the mouth without over-stimulating the salivary glands or causing tooth decay. Research Methods On the first day of testing subjects collected their saliva for one hour into a graduated cylinder. Subjects then ingested a SalivaSure lozenge and the saliva collection process was repeated. VITAMIN RETAILER 65 NOVEMBER 2015 WWW.VITAMINRETAILER.COM 2015 ScienceofSupplements WINTERISSUE Superior Source 4510 S. Boyle Ave. Los Angeles CA 90058 Phone (800) 421-6175 Fax (323) 589-6667 Email information Website Silent Killer Simple Solution sk the average woman to name the most serious health threat to women and she will probably say breast cancer. Guys usually think that theirs is heart attacks caused by high cholesterol. But both are wrong. Breast cancer may be top-of-mind but heart disease claims more women than the next seven causes combined. Likewise the billions spent advertising cholesterol-lowering drugs blur the fact that cholesterol numbers are just one controversial aspect of heart health. Half who die from heart attacks had normal cholesterol High cholesterol is associated with increased incidence of heart attacks. However associated with is not a causal relationship. It only means that the two factors often appear together--like fire trucks and house fires. The real question is why does cholesterol go up The body uses cholesterol to make hormones and vitamin D. It is also a repair molecule and many experts believe that cholesterol is the fire truck at the scene of the blaze (damage to arteries). Smoking heavy metals environmental chemicals and toxins released by bacteria in our gums are a few suspected causes of the damage. Cholesterol itself can become an irritant if oxidized and not restored by antioxidants like vitamin E. A big under-recognized cause of inflammation damage to the blood vessels is homocysteine.1 Homocysteine is a naturally occurring amino acid that is a breakdown product of the essential amino acid methionine. Homocysteine elevation is linked to cancer and is a cause of deep vein thrombosis stroke (even in young women) as well as reduced physical performance in older women. The concept of homocysteine as a cardio bad guy has been investigated since at least 1969 with Harvard researcher Dr. Kilmer McCully pioneering the field. We know that as blood levels of homocysteine rise the risk of developing severe coro- By Martie Whittekin CCN A nary heart disease rises proportionately. In one study women with the highest homocysteine measurements (the top 10 percent) had 2.3 times the heart attack risk of women in the lower half of the scale. (The women with high homocysteine levels also tended to have low folic acid levels.) Most nutrition-savvy doctors recommend supplementing with folic acid to help homocysteine normalize as well as B6 and B12 for their welldocumented fringe benefits. Normally homocysteine is converted into a harmless amino cysteine or back into methionine. Gluten sensitivity may increase homocysteine buildup but the usual problem is low B vitamins. Most nutrition-savvy doctors recommend supplementing with folic acid to help homocysteine normalize as well as B6 and B12 for their well-documented fringe benefits. Folic acid is crucial for proper cell division and so helps prevent cancer and neural tube birth defects. Low folic acid may account for 40 percent of cases of autism.2 Supplementing B12 with folic is important in part because high blood levels of folic acid can make it harder to detect a vitamin B12 deficiency in routine blood tests. Vitamin B6 has dozens of textbook roles including helping nerve function forming red blood cells and utilizing amino acids. It is often employed to reduce PMS symptoms. Stumbling blocks to achieving B vitamin sufficiency include 1. Lack of awareness of the importance. 2. Poor diet. 3. Supplement absorption--especially with the elderly. Stomach acid is required to produce vitamin B12 and seems needed for adequate folic acid absorption too. Those past middle age may already have reduced stomach acid and acid-blocking heartburn drugs make matters worse. 4. Compliance--people do not like to swallow pills. Hopefully retailers can help with No. 1 and 2. I solve No. 3 and 4 problems with my clients by recommending Superior Source s No-Shot Advanced MicroLingual B12 B6 Folic Acid. The tiny pellets dissolve almost instantly and allow the nutrients to go right into circulation under the tongue. Furthermore B12 is in a meaningful dose 2 000 mcg and in its preferred active forms methylcobalamin and adenosylcobalamin (dibencozide). Likewise B6 is pyridoxal 5 -phosphate. No bulky pills to swallow and the tabs taste great. Since humble B6 B12 and folic acid are usually the answer to excess homocysteine there isn t a wildly profitable drug to fund glitzy TV commercials about the issue. Maybe someday a group with the marketing brilliance of the breast cancer charities will take on homocysteine. References 1 McCully KS. Hyperhomocysteinemia and arteriosclerosis historical perspectives. Clin Chem Lab Med. 2005 43(10) 980-986. 2 JAMA. 2013 Feb 13 309(6) 570-7. doi 10.1001 jama.2012.155925. Association between maternal use of folic acid supplements and risk of autism spectrum disorders in children. Sur n P et all. 66 VITAMIN RETAILER WWW.VITAMINRETAILER.COM NOVEMBER 2015 2015 ScienceofSupplements WINTERISSUE Wakunaga of America Co. Ltd. 23501 Madero Mission Viejo CA 92691 Phone (800) 421-2998 x114 Fax (949) 458-2764 Email jlevy Website The Science of Atherosclerosis AGE Effectively Reduces Coronary Artery Calcification By Matthew Budoff MD or years doctors pointed to cholesterol high blood pressure diabetes and smoking as the primary risk factors for coronary artery disease.1 But while these risk factors should be addressed the majority of people who suffer from a cardiovascular event like a heart attack or stroke aren t at high risk according to these traditional measurements. What is the real underlying cause Recent studies suggest that coronary artery calcification may be the true culprit at the root of coronary artery disease. Coronary calcification is the result of calcium deposits in the coronary arteries and it s an independent marker for atherosclerosis.2 Its presence and severity can be detected using a cardiac CT a revolutionary imaging technology that accurately measures calcium deposits and plaque buildup in the arteries. Blood vessels affected by calcification harden and become narrow over time. When this happens the blood supply going to the heart or brain becomes limited. When severe calcification occurs it can result in a lifethreatening cardiovascular event.3 A series of studies conducted at the Los Angeles Biomedical Research Institute at Harbor-UCLA Medical Center however show that Kyolic Aged Garlic Extract (AGE) combined with other nutrients can significantly reduce the progression of coronary artery calcification. In the first study which was published in the Journal of Nutrition 23 high-risk cardiovascular patients who were taking a statin drug were randomized to either placebo or 1 200 mg of liquid Kyolic AGE. After 12 months the Aged Garlic group showed a mere 7.5 percent progression in calcium deposits F compared to the 22.2 percent progression in the placebo group.4 During the second study which appeared in Preventive Medicine 65 patients at intermediate risk of a cardiovascular event were treated with either placebo or Kyolic 108 a proprietary blend of AGE (250 mg) vitamin B12 (100 mcg) folic acid (300 mcg) vitamin B6 (12.5 mg) and l-arginine (100 mg). After one year of treatment the Aged Garlic Group had significantly less coronary artery calcification progression (6.8 percent) compared to the placebo group (26.5 percent). In addition the garlic group showed favorable improvement in oxidative biomarkers and vascular function. 5 The most recent trial which was published in the Journal of Cardiovascular Research randomized 65 firefighters to one year of treatment with either Kyolic Formula 110 a supplement that combined Aged Garlic plus CoQ10 or a placebo. All of the participants in the double-blind placebocontrolled trial were at moderate risk of heart disease. All the participants were examined prior to the start of the study. Each firefighter also underwent coronary artery calcium scanning using cardiac CT. After 12 months of treatment the researchers found that the firefighters taking Kyolic 110 had significantly less calcification in their arteries than those taking the placebo. After adjusting for age gender conventional cardiac risk factors and the use of statin drugs Kyolic 110 was associ- ated with a 3.99 fold reduction in the progression of coronary artery calcification compared to the placebo.6 Together these three trials clearly illustrate the effect of Kyolic AGE on calcification and the buildup of arterial plaque in those at a moderate risk of a future heart attack or stroke. AGE combined with other heart-friendly nutrients could be particularly important for middleaged adults since calcification can appear as early as age 40 in men and age 50 in women.7 References 1 Wilson PWF D Agostino RB Levy D et al. Prediction of coronary heart disease using risk factor categories. Circulation. 1998 97 1837-47. 2 Gibson AO Blaha MJ Arnan MK et al. Coronary artery calcium and incident cerebrovascular events in an asymptomatic cohort. The MESA Study. JACC Cardiovascu Imaging. 2014 7(11) 1108-15. 3 Bourantas CV Zhang YJ Garg S et al. Prognostic implications of coronary calcification in patients with obstructive coronary artery disease treated by percutaneous coronary intervention a patient-level pooled analysis of seven contemporary stent trials. Heart. 2014 100(15) 1158-64. 4 Budoff M. Aged garlic extract retards progression of coronary artery calcification. Journal of Nutrition. 2006 136(3) 741S-744S. 5 Budoff M Ahmadi N Gul KM et al. Aged garlic extract supplemented with B vitamins folic acid and Larginine retards the progression of subclinical atherosclerosis a randomized clinical trial. Preventive Medicine. 2009 49(2-3) 101-107. 6 Zeb I Ahmadi N Nasir K et al. Aged garlic extract and coenzyme Q10 have favorable effect on inflammatory markers and coronary atherosclerosis progression A randomized clinical trial. Journal of Cardiovascular Disease Research. 2012 3(3) 185-190. 7 Newman AB Naydeck BL Sutton-Tyrrell K et al. Coronary artery calcification in older adults to age 99. Circulation. 2001 104 2679-84. VITAMIN RETAILER 67 NOVEMBER 2015 WWW.VITAMINRETAILER.COM 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 White Egret Bath Crystals OGDEN UT--White Egret Personal Care added four new scented bath crystals to its product line. The bath crystals are made with certified organic essential oils and sea minerals from Utah s ancient inland sea the Great Salt Lake as well as all-natural ingredients with no artificial colors or dyes. Each 16-oz. jar has a suggested retail price of 11.65 and includes more than 72 ionic sea minerals such as magnesium calcium and silica the company said. The newly added scents include Clarity (peppermint and lemon essential oils) Purity (eucalyptus and tea tree essential oils) Relax (lavender and sandalwood essential oils) and Sensuality (sandalwood and vanilla essential oils). For more information call (800) 309-3277 or visit Organic Silica Powder MIAMI FL--Silicium Laboratories released its new stabilized Orthosilicic Acid in powder format as Organic Silica Powder. The powder is easily soluble with no grit or sediment and with a neutral flavor. The powder is ideal for maintaining healthy bones skin hair nails cartilage ligaments and tendons. The product also aids in the maintenance of cognitive function by eliminating aluminum deposits in the brain the company stated. Each bottle of Organic Silica Powder is 45 servings (300 g) for a suggested retail price of 39.95. The powder contains no preservatives and is gluten free. For more information call (877) 454-2486. AlphaFocus with Cognizin NEW YORK NY--Alpha Focus by XPI Supplements leverages Cognizin with ingredients such as vinpocetine which increases blood flow to the brain and Huperzine-A which prevents break down of acetylcholine a compound critical for learning memory and concentration. Cognizin Citicoline promotes production of phosphatidylcholine important for brain function the company stated. The suggested retail price for the 60-ct. bottle is 49.95. For more information call (212) 319-5353 or visit Energems DEERFIELD FL--Energems are made from a formula of real dark chocolate and energy-enhancing ingredients such as vitamins B and D plus caffeine. In addition the product contains no artificial colors flavors or preservatives. Just three gems are equivalent to a large cup of coffee the company said. Energems come in three flavors Dark Chocolate Mint Dark Chocolate and Berry Flavored Dark Chocolate. Each bottle has a suggested retail price of 6.99. For more information call (954) 294-6777 or visit Red Supremefood LONGWOOD FL--Divine Health s Red Supremefood is a berry flavored dietary supplement featuring nine USDA organic fruits including acai pineapple pomegranate cranberry blueberry acerola cherry raspberry beet and apple. Each container has 30 servings and a suggested retail price of 34.99. Red Supremefood contains an organic fiber blend of flaxseed and gum acacia pre- and probiotics and an enzyme blend as well as an organic botanical blend of apple and green tea leaf extract. It is USDA organic non-GMO dairy- soy- and gluten free and sweetened with organic stevia. For more information call (407) 732-6952. Hydro Flask True Pint BEND OR--Hydro Flask True Pint container is made from 18 8 food-grade stainless steel and a double-wall vacuum that provides insulation power. All Hydro Flask products are BPA-free 100 percent recyclable and are backed by a lifetime warranty. Five percent of net profits go to 12 different non-profits through the charity arm of Hydro Flask called 5% Back. The 16-oz. Hyrdo Flask True Pint has a suggested retail price of 21.99. For more information call (888) 584-9376 or visit NeoCell Glow Matrix Advanced Skin Hydrator IRVINE CA--This is one of the first two products from NeoCell s Platinum Matrix Collection which is a new line of collagen and collagen-support nutraceuticals. Glow Matrix is designed to help internally hydrate the skin utilizing key ingredients such as ceramides hyaluronic acid and the Glow Matrix Blend a combination of vitamins minerals and extracts that support hydration and combat free radicals. Ceramides fortify the skin s outermost layer to help keep moisture in and have been clinically proven to reduce signs of aging in 15 days as well as increase skin elasticity moisture and smoothness up to 36 percent. Each serving is three capsules daily and each 180-ct. bottle (two-month supply) has a suggested retail price of 29.95. For more information call (949) 699-1626 or visit 68 VITAMIN RETAILER WWW.VITAMINRETAILER.COM NOVEMBER 2015 All Good Sunscreen Butter SPF 50 MORRO BAY CA--Elemental Herbs released a new sunscreen designed for safe sun protection in extreme environments. It is made with four certified organic ingredients plus zinc oxide as the active ingredient. All Good SPF 50 Sunscreen Butter is coral reef safe water-resistant and rubs on clear. It is available in a 1-oz. recyclable tin containing zero plastic waste for a suggested retail price of 9.99. For more information call (877) 239-4667 or visit Superfood Infusions LIVINGSTON NJ--Superfood Infusions are wholesome blends with real fruits and veggies with Superfood Chia seeds plus vitamin B12. They are certified organic MSRP 2.99 for a 7.5-oz. bottle. Superfood Infusions delivers omega3 fatty acids and fiber. These ingredients are blended with vitamin B12 vital for biological functions such as blood cell production and nervous system function to create a pack of daily essentials the company said. For more information call (973) 535-8750 or visit Easy Mix Fiber PITTSBURGH PA--Each scoop of Healthy Origins Healthy Fiber provides six grams of clinically studied uncolored unflavored all natural dietary fiber for digestive support. Healthy Fiber mixes in with most beverages and may be included into food recipes to boost the fiber content. It is grit free tasteless and clinically proven to improve regularity and growth of beneficial bacteria the company said. Each 7.9-oz. container has a suggested retail price of 24.99. It is all natural and suitable for both vegetarians and vegans. For more information call (888) 228-6650. ionDEFENDER FALLON NV--The supplement ionDEFENDER (150-ct. capsules 31.95) protects the body by increasing levels of superoxide dismutase (SOD) and other antioxidant enzymes Advanced Nutritional Innovations Inc. said. It also helps destroy free radicals protects against DNA damage. Non-GMO gluten free and composed of wheat and soy sprout enzymes it takes about a quart of sprouted organic seeds to make each caplet. For more information call (866) 848-2797 or visit Siddha Flower Essences MALIBU CA--Siddha Flower Essences released new formulas Emotional Detox and Kid s Attention and Focus. Each bottle of Siddha Flower Essences has a suggested retail price of 21.95. According to the company Emotional Detox temporarily relieves the symptoms of melancholy irritability lethargy mental fatigue worry and physical mental or emotional shock. Attention and Focus for Kids temporarily relieves symptoms of restlessness feeling overwhelmed difficulty studying and an inability to think clearly and is ideal to use before focused activities the company said. These indications are based on homeopathic Materia Medica. For more information call (800) 570-0021 or visit Ultimate Flora Extra Care Probiotic Go Pack PALM HARBOR FL--Renew Life s new Ultimate Flora EXTRA CARE 50 Billion Probiotic Go Back is a high-potency formula with 50 billion live cultures of 12 scientifically studied strains designed to re-establish digestive balance for those who experience occasional discomfort the company said. Ultimate Flora supports digestive balance and promotes immune health. The probiotics are dairy and gluten free and are delivered in targeted release capsules which are designed to resist stomach acid. Ultimate Flora Extra Care comes in a 7-ct. box for a suggested price of 11.99 or a 30-ct. box for 39.99. For more information call (800) 830-4778 or visit Omega ONE WATSONVILLE CA--Omega ONE the new ultra-concentrated fish oil in a once-daily soft gel by Nordic Naturals is an easy introduction to omega-3 nutrition. Smaller than the average fish oil soft gel with a natural lemon flavor Omega ONE is convenient and easy to take. Just one soft gel achieves the company s daily omega-3 minimum (500 mg) for an effective source of omega-3s to help maintain heart health brain health and optimal wellness. Added vitamin D3 supports mood and immune health. Each 30-ct. bottle has a suggested retail price of 19.95. For more information call (800) 662-2544 or visit NOVEMBER 2015 WWW.VITAMINRETAILER.COM VITAMIN RETAILER 69 NEWPRODUCTS HA Collagen Builder RIVERSIDE MO--Hyalogic s HA Collagen Builder enhances beauty from within by orally delivering key nutrients and supporting the body s natural collagen generation. Rather than consuming new collagen to compensate for collagen decline this product focuses on supporting the body s collagen production. The formula s biotin silica and specific amino acids provide building blocks for collagen generation the hydrating hyaluronic acid (HA) moistures and nourishes collagen which helps plump the skin support elasticity and promote healthy hair and nails the company said. The chewable berry-flavored lozenge is also sugar free. The suggested retail price for a 30-ct. bottle is 24.95. For more information call (866) 318-8484 or visit Smarty Pants Kids Complete Plus Fiber VENICE CA--Smarty Pants Vitamins released a new Kids Complete Fiber gummy. The multivitamin has omega3s vitamin D and a soluble fiber to promote digestive health. The gummies are gluten- and casein free with no high fructose corn syrup artificial sweeteners colors flavors or preservatives. The gummies contain two grams of sugar per serving from natural sweeteners and the 120-ct. bottle has a suggested retail price of 29.95. The recommended serving for children 3 and up is four gummies each day. For more information call (888) 751-2291 or visit RETAILFUNDAMENTALS (Continued from page 32) time to keep your selection and service top notch. If your customers suddenly can t find what they ve been buying at your store during this time of transition they are unlikely to follow you to a new address. Stay in the game and play sharp. If you re expanding you re already thinking long term. Don t take shortcuts now that can cost you later. Also never stock the same things that people can find in other big box stores for a lower price. Only provide premium products that work and you ll be able to stand by them with confidence. Plus the service and expertise at your store should outshine anything that people can get at a larger anonymous big-box store. Your store and the products you offer have to be unique to your market. You don t have to stock everything--and you shouldn t. You already know that mainstream big-box stores have purchasing (and discounting) power that you don t have. But you can beat them in service. Staffing. Customer service is key to your success but I think it often gets overlooked. Hire and retain the best. That probably sounds like a no-brainer to most people at least in theory but living it out in practice is harder. It requires a style of leadership that cultivates the best in people mentors them along the way and allows them the freedom to do their best for your store s customers. That coaching--along with good wages that recognize their contribution to the store s success--are key whether or not you plan to expand your store. In fact I would say 70 VITAMIN RETAILER that the right staff can be a determining factor as to whether you expand or not. Something to consider many of your best customers would probably be one of the best members of your team. So when you re looking to expand you may start by asking some of your best most knowledgeable customers if they re looking for a new employment opportunity. Pricing. A word about discounting here Don t. You don t need to. I don t recommend discounting and never have. As long as you stock products that you believe in and can back up there s no need. People seek out your store because they have faith that you can provide them with something they won t find elsewhere. You can if circumstances permit allow sales on select products associated with special events at your store. For example if you have a knee and joint expert speaking on the topic of arthritis it would be an appropriate time to allow a percentage off of supplements that support that concern. But don t do deep cuts. Think first then enjoy your success. If you re thinking of expanding your store I m thrilled for you--it is a great experience. It will be exhilarating and challenging. But while there s always a temptation to dive in doing your homework first will make the transition much easier and more rewarding in the long run. One of the greatest things about having a health food store is how you make other people s lives so much better. Providing real answers that work makes every day on the job a day of joy. So if you re planning to grow a larger business that s excellent. But consider these steps take the time to do it right and you ll be able to look forward to making a bigger impact in your community and a lasting business that makes a difference. VR A highly regarded leader in the natural products industry Terry Lemerond is founder and president of EuroPharma Inc. He also founded Enzymatic Therapy Inc. and PhytoPharmica Inc. and is currently co-owner of the Terry Naturally Health Food Store in Green Bay WI which recently won its sixth consecutive consumer choice award as Best of the Bay. With more than 40 years in the natural products industry Lemerond has researched and developed more than 400 nutritional and botanical formulations that continue to be top-selling products in the market. Lemerond shares his wealth of experience and knowledge in health and nutrition through his educational programs including the Terry Talks Nutrition website newsletters podcasts webinars and personal speaking engagements. He is the author of two books Seven Keys to Vibrant Health and the recently updated Seven Keys to Unlimited Personal Achievement. WWW.VITAMINRETAILER.COM NOVEMBER 2015 OFFTHEPRESS Book Publishers--Submit new books to Janet Poveromo Vitamin Retailer 431 Cranbury Road Ste. C East Brunswick NJ 08816 JanetP The Microbiome Diet The Scientifically Proven Way to Restore Your Gut Health and Achieve Permanent Weight Loss Cutting-edge science has shown that the microbiome--the trillions of tiny molecules in our intestines that help us get nutrients from our food--has an enormous influence on our metabolism our hormones our cravings and even our genes The Microbiome Diet is based on the latest research offers a safe and long-lasting alternative to fad diets and has convenient meal plans and chef-designed recipes. The diet aims to help readers achieve the following reset metabolism free themselves from food cravings and uncontrollable appetites incorporate prebiotics probiotics and healing foods into every meal and lose weight and keep it off. Author Raphael Kellman MD Pages 344 Price 15.99 Publisher Lifelong Books Contact (646) 467-5293 Yoga & Diabetes Your Guide to Safe and Effective Practice Yoga does more than manage stress ... in addition to calming the nervous system it improves circulation throughout the body increases muscular tone improves balance allows improved balance and provides gentle physical activity that nearly anyone can do. Yoga & Diabetes is a tailored guidance to people with type 1 type 2 and gestational diabetes. It features 30 yoga postures breathing exercises arranged into programs that suit every person s individual needs. Research has proven that yoga practice has a significant potential for addressing key lifestyle and behavioral issues with disorders such as type-2 diabetes. The book includes options for beginning practitioners weekly plan samples and tips for deepening practices. Author Annie B. Kay MS RDN RYT & Lisa B. Nelson MD Pages 130 Price 19.95 Publisher American Diabetes Association Contact (617) 504-6869 ADVERTISERINDEX ADVERTISER Annemarie Borlind Barlean s Organic Oils Bluebonnet Nutrition Corp. Capsugel Carlson Laboratories Inc. Continental Vitamin Company Essential Formulas Essential Formulas Frey Vineyards Herbatint Hyalogic Life Extension Foundation Nordic Naturals North American Herb & Spice NOW Foods NOW Foods NOW Foods (Personal Care) Proprietary Nutritional Inc. Rainbow Light Nutritional Systems Redd Remedies Scandinavian Formulas Inc. Wakunaga of America Co. Ltd. Xlear Inc. PAGE 14 31 C4 16 23 17 9 21 15 18 19 27 7 C2 C3 11 25 35 13 5 29 1 3 PHONE (800) 641-7555 (800) 445-3529 (281) 240-3332 (888) 783-6361 (847) 255-1600 (800) 421-6175 (972) 255-3918 (972) 255-3918 (707) 485-5177 (800) 641-7555 (866) 318-8484 (877) 354-6512 (800) 662-2544 (800) 243-5242 (888) 669-3663 (888) 669-3663 (888) 669-3663 (519) 467-2071 (800) 635-1233 (888) 453-5058 (800) 688-2276 (949) 855-2776 (877) 599-5327 WEB borlind barleans bluebonnet capsugel carlson cvc essentialformulas essentialformulas frey herbatint hyalogic lifeextension nordicnaturals nahs nowfoods nowfoods nowsolutions pni rainbowlight reddremedies scandinavian wakunaga xlear INDUSTRYEVENTS December 3-6 SOHO Expo 2015 Gaylord Palms Convention Center Kissimmee FL (727) 846-0320 March 10-12 Natural Products Expo West Anaheim Convention Center Anaheim CA (303) 998-9250 April 27-29 Ingredient Marketplace Orlando World Center Marriott Orlando FL (480) 281-6002 NOVEMBER 2015 WWW.VITAMINRETAILER.COM VITAMIN RETAILER 71 Back Talk Raphael Kellman MD The Kellman Center for Integrative & Functional Medicine 150 E. 55th St. 6th Fl. New York NY 10022 Phone (212) 717-1118 Website THIS MONTH Raphael Kellman MD author of The Microbiome Diet is a pioneer in functional medicine who has a holistic and visionary approach to healing. In 17 years of practice he has treated more than 40 000 patients many of whom have come to him from all over the world and after suffering without help for years. Kellman said he is driven by his desire to alleviate suffering and to help people regain health based on a new vision and understanding of healing and the causes of disease. der. Microbiome medicine offers a new powerful modality of treatment for many of the chronic illnesses we face today. This modality can heal more deeply than the mere use of medications or even of natural compounds. What s amazing about the microbiome is we have this ancient alliance. The bacteria in the gut because of their exquisite ability to provide an unending supply of DNA give us incredible flexibility and development and without it we wouldn t have been able to develop into who we are today. The script of healing has already been written. These ancient bacteria inside us have been around since the beginning. They co-evolved with us and know how to change our physiology better than we as humans could ever know. This is why it is our job to help nourish and nurture the microbiome so in return the microbiome will nourish and nurture us. Answer First and foremost physicians and patients need to develop a familiarity with the microbiome (reading my book The Microbiome Diet is a great place to start). Beyond that it s important to learn what foods and medicines can have an adverse effect on the microbiome and what will help nourish and heal the microbiome. The 4 R s that physician s should teach their patients which are essential to healing the gut are Remove Replace Re-inoculate and Repair Remove from the diet anything that interferes with a healthy microbial balance or causes growth to bad bacteria dairy soy gluten fungus sugar etc. Replace stomach acid and enzymes you need to break down food effectively Re-inoculate with probiotics and prebiotics Repair the gut with supplements and eating foods that support gut health asparagus carrots garlic jicama leeks onion radishes tomatoes artichokes olive oil sunflower seed oil etc. Question Is gut health the key to Question What are the main distinguishing features of a healthy microbiome overall good health Answer Absolutely. The gut microbiome is the lynchpin of health for a number of reasons. Number one it s the gatekeeper of the flow of nutrients and information to the rest of the body especially the brain. Number two the gut and microbiome can also be looked at as a collection of genes--a staggering quantity of genetic information that is provided for us. Think of it as a repository of virtually unending flows of information from the outside world (through food and nutrients) and genetic information. The gut microbiome processes all of this and transmits all this information nourishment in various forms to the body. A healthy flow of information is essential to overall good health. Answer The main feature of a healthy microbiome is bacteria diversity that the gut bacteria produce abundant short chain fatty acids like butyrate. Another sign of a healthy microbiome is that the human host is not producing any signs of inflammation within the gut. Question Can conventional and integrative medicine achieve this same goal working together Answer It is not possible for these two medicines to achieve the same goal because supporting the microbiome is not an approach that s amenable to drug therapy. Integrative medicine physicians need to address the deeper causes and improve the function and landscape of the microbiome which only dietary changes and nutritional interventions can accomplish. Conventional medicine is wonderful as a temporary measure and to reduce symptoms of diseases or disorders but it is not designed or intended for real improvement of deeper function and restoration of optimal health. Question What are the implications of microbiome medicine in healing practices Answer The No. 1 implication is that an imbalanced microbiome is a significant cause of a wide variety of disorders. Therefore if you do not address this imbalance you are missing fundamental underlying causal factors that are contributing to the disease or disor72 VITAMIN RETAILER Question As an integrative physician how do you promote gut health with patients WWW.VITAMINRETAILER.COM NOVEMBER 2015 Go to nowfoods for info about this advertiser Go to bluebonnet for info about this advertiser