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Description: In This Issue: 2016 Retailer of the Year, Whole & Raw Food Supplements, Probiotics, and EFAs ww w. Vi Bu New ye O ta mi No r s nl nR w i 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 TABLEOFCONTENTS AUGUST16 VOLUME 23 NUMBER 8 24 30 34 44 Features 24 Retailer of the Year World of Nutrition History trust and knowledge built the foundation for World of Nutrition. 30 The Whole Picture In a world of packaged foods anchoring nutritionally bereft diets whole and raw foods supplements may be more important than ever for consumers to enjoy enhanced vitality and well-being. vitaminretailermagazine 34 Essential Fatty Acids Opportunities to Educate and Expand the Market The market for EFAs has widened to target consumers of all ages and provide formulations that include additional nutrients. Visit FreeProductInfo for FREE Product Information orSamples from All Vitamin Retailer Advertisers Also Sign Up for the FREE E-newsletter Columns 4 36 38 Off the Cuff Healthy Shopper Supplement Science 40 42 44 Product Spotlight Health & Nutrition Natural Medicine Departments 6 8 12 22 48 Hot Sellers Trending Now Industry News Research Update New Products 51 51 51 52 Off the Press Advertiser Index Industry Events Back Talk Copyright 2016. Vitamin Retailer (ISSN 1537-503x & USPS 0019-972) Volume 23 Number 8 August 2016. Vitamin Retailer is published monthly by VRM Media 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. Periodicals postage paid at New Brunswick NJ 08899 and additional mailing offices. POSTMASTER Send all UAA to VRM Media 431 Cranbury Road Suite C East Brunswick NJ 08816. 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 issue is 45.00. All other issues are 8.00 each. 2 VITAMIN RETAILER WWW.VITAMINRETAILER.COM AUGUST 2016 Go to xlear for info about this advertiser OFFTHECUFF History Health and Leadership ne of my favorite restaurants anywhere is a casual family-style hangout that specializes in delicious basic Italian food. Alfonso s is located in Somerville NJ a nearby former farming town which later became a New York City commuter town and boasts a charming old train station and distinctive Victorian-era architecture. I remember when I first visited the restaurant years ago with my husband I remarked how easily we could find a parking space so close by. I predicted that it wouldn t last long and that someday the sleepy hidden gem of a neighborhood would become very popular. Well I was right. The town s main street is bustling and now I have to hunt for a parking spot and walk blocks every time I want good Italian food. But I don t mind. My husband and I can certainly use the exercise and I m happy for the downtown district s newfound popularity. Similar events are also happening in Nampa ID home to Vitamin Retailer magazine s Retailer of the Year World of Nutrition (WON). Nampa mirrors the history of Somerville with its background in farming railways and business ventures and its downtown district is also seeing a revival. People have a lot of heart and they care deeply about our downtown said Mike Gable chair of the Nampa Historic Preservation Commission in a report by Jake O Alger a local Nampa freelance writer. With a gleaming new library streetscape project cool old buildings and a specialty vibe--city officials local business owners and the community in general are abuzz about what it means for the community Alger wrote. Allison and Kris Wear co-owners of WON are at the heart of Nampa s downtown district renaissance along with the store staff and adorable pet dogs which are popular attractions at the store. The owners have renovated a downtown historical building to house their store and have been hard at work on township councils and boards the entire store staff is dedicated to the health of its community. Read more about WON on page 24. Publisher Daniel McSweeney Editorial Director DanM Associate Russ Fields Publisher RussF Advertising Gary Pfaff Sales Manager GaryP Editor-in-Chief Janet Poveromo JanetP Managing Editor Shari Barbanel ShariB Associate Nicholas Saraceno Editor NicoS Assistant Corinne Anderson Editor CorinneA Art Director Robert Certo Production Manager RobertC Production Assistant Bryan Zak Graphic Designer BryanZ Contributing Writers Mark Becker Gene Bruno MS MHS Karen Morse MPH Michael T. Murray ND Lisa Schofield Zero Waste One of the favorite features of the WON store is its rustic bulk bin wall which features an assortment of herbs and other natural products. This would surely be a hit with this month s Back Talk participant Lauren Singer a Brooklyn NY resident and zero waste proponent who has been gaining increasing popularity. Singer was recently featured on CNN and the Today Show to spread the word about her ecofriendly lifestyle habits. You can read the interview with Singer on page 52. She and the entire WON team are clearly inspirational. 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 AUGUST 2016 Go to essentialformulas 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. For specialty vitamins our DNS Inflama-Defense has been piquing interest lately. --Jackie R. Downs Nutrition Center NORTHEAST SOUTHEAST NATURE S PAVILION Pompton Plains NJ VITAMIN MINERAL SUPPLEMENT Solgar VM-75 SPECIALTY SUPPLEMENT Garden of Life Womens s One Daily Probiotics HERBS BOTANTICALS BioEssence International Allergy Hayfever Sinus formula FUNCTIONAL FOOD BEVERAGE Essential Water High PH PERSONAL CARE BioEssence Five--Cs Oil Concentrate HOT PRODUCT OF THE MONTH BioEssence International BUG OFF Concentrate HEALTHY LIFE MARKET Charleston WV VITAMIN MINERAL SUPPLEMENT Sweet Dreams Melatonin by Ultra Laboratories SPECIALTY SUPPLEMENT Curamin Extra Strength by EuroPharma HERBS BOTANTICALS Turmeric by Oregon s Wild Harvest FUNCTIONAL FOOD BEVERAGE GT s Synergy Kombucha Trilogy PERSONAL CARE African Black Soap by Nubian Heritage HOT PRODUCT OF THE MONTH Bone Broth Protein Vanilla by Ancient Nutrition MIDWEST CENTRAL HARVEST MOON Long Lake MN VITAMIN MINERAL SUPPLEMENT Magnesium Glycinate by Harvest Moon SPECIALTY SUPPLEMENT Advanced Adult s Probiotic by Flora Udo s Choice HERBS BOTANTICALS Tumeric Strength for the Whole Body by MegaFood FUNCTIONAL FOOD BEVERAGE Whey Protein Powder by Union PERSONAL CARE Bar Soaps by SunLeaf Naturals HOT PRODUCT OF THE MONTH Aloe Vera Gel by Lily of the Desert ADELE S NATURALLY Evansville IL VITAMIN MINERAL SUPPLEMENT MyKind Organics by Garden of Life SPECIALTY SUPPLEMENT Solgar No. 7 HERBS BOTANTICALS Garcinia Cambogia by Source Naturals FUNCTIONAL FOOD BEVERAGE Kombucha Tea by TheBu PERSONAL CARE Hair Products by OPI HOT PRODUCT OF THE MONTH CuraMed by EuroPharma NORTHWEST WEST TOTAL HEALTH LLC Fruitland ID VITAMIN MINERAL SUPPLEMENT Ultra B12 by NOW SPECIALTY SUPPLEMENT CuraMed by EuroPharma HERBS BOTANTICALS Mexican Yam Extract by Solaray FUNCTIONAL FOOD BEVERAGE Local Raw Honey PERSONAL CARE Face Cleansing Wipes by Everyone HOT PRODUCT OF THE MONTH Black Cherry Concentrate by Dynamic Health R. DOWNS NUTRITION CENTER Albuquerque NM VITAMIN MINERAL SUPPLEMENT Inflama-Defense by DNS SPECIALTY SUPPLEMENT Curcumin by NOW HERBS BOTANTICALS N A FUNCTIONAL FOOD BEVERAGE Midel Arrowroot Cookies PERSONAL CARE Deodorant Stones HOT PRODUCT OF THE MONTH Inflama-Defense by DNS Retailers interested in having their stores featured in Hot Sellers can visit hotsellers. 6 VITAMIN RETAILER WWW.VITAMINRETAILER.COM AUGUST 2016 Go to nordicnaturals for info about this advertiser TRENDINGNOW We Got the Beets n the past seeing their parent reach into the pantry and pull out a can declaring beets on its label may have induced feelings of horror in a child. Once served the mushy purple mess often created a stain on everything it came into contact with on the plate. Now however beets are earning a spot of prominence and at this year s Natural Products Expo West people were seen eating them without cringing. It seems manufacturers rediscovered beets wide range of health benefits and figured out a way to make them easy to eat and tasty. While beets health benefits have been widely touted for decades beets are a notoriously tricky and messy vegetable to prepare said Emily Spring digital media coordinator at Pennsylvania-based Love Beets. As food production processes evolved beets have become more appetizing and versatile. I BY CORINNE ANDERSON the benefits of deferring to a more plant-based whole foods diet in general. That said there s still plenty of misinformation out there about what constitutes a healthy diet so it never hurts to spark up a conversation about wellness and nutrition in general Spring said. diets have continued to gain popularity we ve seen beets find their way into cleanse diets raw food diets juice diets and more Teprstra added. Salus Haus Red Beet Crystals by Flora Inc. are harvested and manufactured in Europe. They are a pure concentrate obtained from the juice of freshly pressed certified-organic beets. Then they are vacuum dried from the fresh-pressed juice not heat dried to preserve nutrient content. These crystals are nine times as concentrated as beet juice by weight Teprstra explained. Each 200 g jar contains the equivalent of 2.5 kg of fresh-pressed organic beets. Salus Haus Red Beet Crystals offer a convenient way to get all of the benefits of beets just by utilizing the crystals in fruit smoothies shakes fruit juices milk products soup cereals and more. Versatility Manufacturers are aware that consumers want to enjoy superfoods such as beets in many formats including snacks beverages and powders for smoothies said Scott Jensen CEO of Texas-based Rhythm Superfoods. Rhythm Superfoods Beet Chips are thinly sliced beets that are gently dehydrated never fried to maintain their own nutrients in three flavors Sea Salt Naked and Cinnamon & Coconut Sugar. It s a snack consumers can feel good about eating Jensen noted. Each serving contains 3 g of protein and 5 g of fiber while being nutrient rich. Feeling good about snack meal choices is almost as important as taste. Our cooked beets marinated baby beets and organic beet juices are all good sources of fiber carbohydrates nitrate folate and a litany of powerful antioxidants. Hard-core marathoners and casual beach strollers alike enjoy our products for their contribution to their heart health goals. The nitrate present in beets helps to relax the blood vessels which allows blood to oxygenate more quickly and helps to increase endurance and allows for a speedier recovery Spring explained. WWW.VITAMINRETAILER.COM AUGUST 2016 Beet Benefits Beets have always been popular in Europe said Tricia Terpstra U.S. national marketing manager at Washingtonbased Flora Inc. Only in recent years have we seen beets grow in popularity in the U.S. due in large part to several studies advocating their many health benefits. Research has been published about beets important role in reducing blood pressure helping to increase stamina and endurance and generally being an excellent source of minerals and antioxidants which is increasing consumer demand Spring said. A research study was released recently that showed that beet juice restores blood vessel function providing mountain climbers skiers and hikers the oxygen their body needs at high altitudes--this is a new group of consumers who previously may not have considered beet juice said Matt Herzog president of CAJ Food Products Inc. based in Indiana. In addition as specialized Love Beets makes pre-cooked beets in an innovative way that doesn t evoke the antiquated canned beets of days gone by. The company offers silky organic beet juice as well as an organic beet juice with a hint of ginger a line of marinated baby beets (organic mild vinegar mild vinegar white wine and balsamic honey and ginger and sweetfire) as well as both conventional and organic vacuum packed cooked beets. Consumer knowledge is increasing every day in regard to beets as well as 8 VITAMIN RETAILER Go to nowsolutions for info about this advertiser TRENDINGNOW CAJ Food Products offers multiple brands of Beet Juice including Beet Performer (in two flavors Beet with B12 and Beet with Passion Fruit Juice) which is focused on athletic performance benefits while also being convenient and portable for consumers. In addition CAJ Food Products offers Biotta Beet Juice in glass bottles (16.9 fl. oz. and 32 fl. oz.) focused on general health and wellness and purjus a line of non-GMO (genetically modified organism) organic juices including a beet juice apple juice and beet apple pear juice flavors. At the Retail Level Retailers should ensure that their staff is educated on the value of beets and inturn educate their customers. Demos provide retailers with the opportunity to get customers to try beets possibly for the first time and educate them Teprstra said. Informational cards and shelf talkers have also proven to be extremely successful. Rhythm Superfoods encourages try before you buy in-store demos and the company has a presence through social media and their website to offer more educational information to both consumers and retailers. The popularity of beets is going mainstream yet the benefits are so great that more education can only help to grow their popularity--more studies continue to show the vast benefits. While there are consumers who are aware of the benefits and those who have never heard of beet juice Herzog said. There is no downside to making sure that consumers understand the broad benefits of all natural beet juice. Some of the more knowledgeable and savvy consumers are aware of the research studies and that the athlete and blood pressure benefits are derived at least in part from the nitric oxide coming from the nitrates in the beets Teprstra added. There is definitely still plenty of room for education. We re just at the tipping point for beets and once consumers start to realize all of the benefits of snacking on beets this category is going to explode Jensen concluded. Manufacturers are finding new ways to provide consumers with all the benefits of beets in taste-friendly ways. With so many new advancements in the beet world the cringe-worthy canned beets might just disappear from the dinner table. VR WWW.VITAMINRETAILER.COM AUGUST 2016 Go to mineralbiosciences 10 VITAMIN RETAILER Go to cvc for info about this advertiser INDUSTRYNEWS Got News Send news press releases to Editor Vitamin Retailer 431 Cranbury Road Ste. C East Brunswick NJ 08816 JanetP NPA Comments on GMO Labeling Bill hairman of the Senate Agriculture Committee Pat Roberts and Ranking Member Debbie Stabenow reached a bipartisan agreement to create a national standard for labeling GMO (genetically modified organism) foods. The proposed legislation will be a solution to the state-by-state labeling patchwork providing a federal standard that preempts state-by-state GMO labeling laws according to supporters of the bill. This prevents states or other entities from mandating labels of food or seed that are genetically engineered. The bill would allow companies to pick one of the following labeling options to indicate the presence of GMOs C Use a government-sanctioned U.S. Department of Agriculture (USDA) symbol on packaging. Print a label using plain language. Print a QR (quick response) code-- or similar technology--on food packaging that shoppers can scan likely with their smartphones. The legislation has been unpopular among many consumer advocacy groups including the Center for Food Safety who complain that GMO labeling should be clearly spelled out on the packages. Dan Fabricant PhD CEO and executive director of The Natural Products Association (NPA) issued the following statement Given this year s political climate the Natural Products Association would be happy to see legislation passed this year that is consistent with our principle of having one federal standard versus a patchwork quilt of state regulations. We will continue to monitor this bill and to see if it is merged with the house companion bill passed earlier this year. The entire Biotech Agreement Summary can be read at app_themes npa docs press documents biotech%20Agreeme nt%20Summary.pdf. For more information visit CRN Names UL to Develop and Administer Supplement Product Registry T he Council for Responsible Nutrition (CRN) on June 30 has announced it has retained UL a global independent safety science company to develop and administer the dietary supplement product registry that CRN said will help create a fuller picture about the dietary supplement industry for industry regulators and serve retailers as a onestop shop to help compare product labels. The online product registry will include full label information for dietary supplements and be accessible via the web. The agreement between CRN and UL calls for the registry to go into an immediate development stage with beta testing to occur this summer and is expected to be up and running by the end of the year. According to CRN President and CEO Steve Mister We spoke with a number of very capable companies for this important project but UL best fit the bill because of its broad knowledge of the supplement industry its technical prowess and its brand recognition for consumer safety. Mister noted that UL is already well-known by the dietary supplement industry and trusted by retailers who use the company s Prospector database a free service that provides manufacturers with technical data and safety information about the materials and ingredients used in consumer and industrial products from food and personal care products to household cleaners paints and adhesives. He added We were also impressed with UL s flexibility in accommodating the range of data fields we want to include that address the important quality discussions taking place within the industry. We are confident that the dietary supplement product registry will provide a viable adaptable product registry that will serve regulators retailers manufacturers and ultimately consumers over time. Mike O Hara general manager for UL s Global Nutraceuticals division expressed appreciation for the opportunity to help the dietary supplement industry gain traction in its renewed quest for improving accountability for its products. We know the industry and we understand the sensitivities complexities and determination involved in developing the right product registry that will allow for a core product accompanied by customization he said. We take our responsibility here very seriously and look forward to working with CRN its members and any company that wants to bring the industry to a higher level of accountability for its customers. Over the next few months about a half dozen companies--ranging from small companies with only a few products to large companies with potentially hundreds of labels--will input their labels to a beta version of the database and provide feedback on the process and suggestions for improvements. CRN member companies will be required as a condition of membership to input all their product labels into the product registry by July 2017 and all dietary supplement companies will be strongly encouraged to do the same. For more information visit 12 VITAMIN RETAILER WWW.VITAMINRETAILER.COM AUGUST 2016 Go to scandinavian for info about this advertiser INDUSTRYNEWS Danone to Acquire WhiteWave Foods for 12 Billion anone (France) and The WhiteWave Foods Company (Denver CO) recently announced that they have entered into a definitive merger agreement where Danone will acquire WhiteWave for 56.25 per share in an all-cash transaction representing a total enterprise value of approximately 12.5 billion including debt and certain other WhiteWave liabilities. The Board of Directors of both companies has unanimously approved the transaction. Its price represents a premium of approximately 24 percent over WhiteWave s 30-day average closing trading price ( 45.43). The transaction is expected to close by the end of the year subject to the approval of WhiteWave s shareholders regulatory approvals and customary conditions. WhiteWave is a global company which generated 4 billion in sales in 2015 and has a portfolio of large and leading branded platforms in North America and Europe in high-growth D on-trend food and beverage categories which focus on Premium Organic Dairy non-GMO (genetically modified organism) plant-based alternatives to milk and yogurt fresh foods and coffee creamers. With a strong entrepreneurial spirit WhiteWave has a successful track record of transforming categories and creating largescale brands. WhiteWave s business includes highlyrecognized category-leading brands such as Silk So Delicious Vega Alpro Provamel Horizon Organic Wallaby Organic Earthbound Farm and International Delight. At Danone we constantly seek to align our vision of the world our mission and our businesses we believe we have a special responsibility as expressed in our Manifesto to help and support people in adopting healthier and more sustainable eating and drinking practices and constantly evolve our portfolio of brands and products to achieve this objective. To that extent we found in WhiteWave the perfect alliance as we both believe in a healthier future and are conscious of our power to lead society forward said Emmanuel Faber Danone CEO. This unique combination positions us better to address tomorrow s consumer trends and represents a great opportunity to step change the ambition of our plan for an Alimentation revolution and to accelerate our path towards strong sustainable and profitable growth by 2020. It will allow us to enhance Danone s growth profile and reinforce our resilience through a broader platform in North America. We are convinced that combining with WhiteWave will create significant value for all of our stakeholders. For more information visit Go to reddremedies for info about this advertiser 14 VITAMIN RETAILER WWW.VITAMINRETAILER.COM AUGUST 2016 New EWG Database Reveals Foods That May be Packaged with BPA or consumers who want to avoid bisphenol A (BPA) the Environmental Working Group (EWG) unveiled an easily searchable database of more than 16 000 food and beverage items that may come in cans bottles or jars containing the hormone-disrupting chemical. The list was compiled from a little-known food industry inventory and is now available at EWG s Food Scores database. BPA acts like estrogen in the body and is especially dangerous for pregnant women and children in critical stages of development. Independent scientific studies link it to cancer infertility diabetes obesity and brain nerve and heart disorders and it s just been listed by California as a chemical known to cause reproductive problems. No other industry in the world is more adept at marketing products to its customers than food and beverage F companies except apparently when it comes to informing them about the possible presence of a toxic chemical linked to hormone disruption and cancer said EWG President Ken Cook. So we decided to give them a little help in making their own data accessible. Our new database shines a light on just how pervasive BPA is in our food system and will help Americans navigate the supermarket armed with more information. Most concern about BPA has focused on its use in plastic bottles and canned food linings. But the voluminous list of products brought to light by EWG shows that Americans are exposed to BPA in food packaging far more widely than previously known. The array of products from 926 brands includes The lids of glass jars for baby food pickles jelly salsa and other condiments Aerosol cans for whipped toppings and non-stick sprays Bottles and tins of cooking oil Aluminum beverage cans coffee cans and even beer kegs. Food packaging is the largest source of exposure to BPA the company said. The U.S. Centers for Disease Control and Prevention found it in the urine of more than 90 percent of Americans sampled. In 2009 tests commissioned by EWG were the first to find BPA in the umbilical cords of nine of 10 infants sampled. California officials added the hormone-disrupting chemical to the Proposition 65 list which requires warnings on products with listed chemicals. Instead the state allowed for generic warning signs at checkout registers that don t name specific products. For more information visit Go to get for info about this advertiser AUGUST 2016 WWW.VITAMINRETAILER.COM VITAMIN RETAILER 15 INDUSTRYNEWS Puerto Rico Senate Bill Dismissed he Council for Responsible Nutrition (CRN) a trade association for the dietary supplement and functional food industry welcomed the dismissal of Puerto Rico Senate Bill (SB) 1599 which would have amended the Puerto Rico Pharmacy Law defining natural products and dietary supplements. The bill attempted to legitimize Puerto Rico Department of Health (PRDH) Administrative Order 346 which would have unfairly taxed the dietary supplement industry. The legislation raised T concern--and strong opposition--because dietary supplements are already defined and regulated under the current federal law and additional taxes would have increased the cost of supplements to consumers. The bill was being considered in the Puerto Rico Legislature but it failed to move in the House of Representatives on June 25 by the legislatively imposed deadline. We are very pleased with the results of our opposition and to see that SB 1599 did not move beyond this point. It would have created an unfair tax on dietary supplements products that many Puerto Ricans rely on as an important component of their health and wellness regimens as well as added redundant regulation to an already wellregulated product category said Mike Greene vice president of government relations CRN. The success in defeating this bill is due to the collective effort of the industry and the fact that Puerto Ricans want reasonable access to these products. CRN is pleased to have garnered such strength in numbers with the help of its member companies industry allies and consumers said Greene. However we re keeping close watch on what s happening in Puerto Rico and staying vigilant to protect the industry and the people who value dietary supplements. For more information visit Emmy s Organics Receives USDA Organic Certification egan gluten-free and non-GMO (genetically modified organism) manufacturer Emmy s Organics (Ithaca NY) added another certification to its line of power snacks and cereals. The company recently received 100 percent USDA (U.S. Department of Agriculture) Organic certification offering consumers one more assurance of its ingredients. While Emmy s has primarily used organic ingredients in its products the company was challenged to find certified organic almond flour and chocolate chips that met their high-quality standards. The forward-thinking brand made sourcing these ingredients a top priority this year and was able to secure organic certification in May. We know that for our customers labels are important said Emmy s co-founder and owner Samantha Abrams. Not only do labels make it easier to find products that align with your values on the shelf but they also ensure that you re feeding yourself and your family the best. We are so happy to add organic certification to our line. For more information visit V Go to nutraceutix for info about this advertiser 16 VITAMIN RETAILER WWW.VITAMINRETAILER.COM AUGUST 2016 Go to essentialformulas for info about this advertiser INDUSTRYNEWS PCC Natural Markets Opens New Store O n July 12 PCC Natural Markets opened up its first store in Bothell WA. The Washington-based company is the nation s largest consumer-owned natural food market with annual sales of 250 million and an active membership of more than 56 000 households. Foregoing a typical ribbon cutting PCC celebrated its grand opening with an organic pineapple cutting a symbol of welcome. From Canyon Park and Maywood to Kenmore and Mill Creek we are thrilled to meet our new neighbors in Bothell and to be a part of this unique and growing city said Store Director Celeste Coxen who joins the Bothell PCC after serving as store director at the co-op s Redmond and Issaquah locations. Exclusive to the Bothell PCC is a Rotisserie which was developed to meet the growing customer desire for nutritious made-fromscratch offerings particularly for lunch and dinner. The Rotisserie will feature meats that are brined seasoned rubbed and roasted every day in the Bothell PCC Kitchen. Meats offered will be sustainably raised and always include organic chickens and Non-GMO Project Verified porchetta alongside a rotating menu of other offerings. The Bothell PCC will also be home to the co-op s second Taqueria. The original debuted at the Columbia City PCC last year and both locations feature seasoned fillings such as pork adobado beef barbacoa roasted squash and garbanzos chicken verde made with Non-GMO Project Verified chicken plus rice and beans aguas frescas and freshly prepared salsas. As with all PCC stores everyone is welcome to shop the Bothell PCC s full line of natural and organic grocery products produce (of which nearly 95 percent is organic) and fullservice meat and seafood counters. Deli offerings will include favorites such as pizza salad soup hot foods and bar choices plus nutritious prepared foods and grab n go deli items all made from scratch in the Bothell PCC Kitchen. In addition to grocery the store offers an array of safe effective health and body care products free from more than 500 ingredients common in mainstream items. The unique co-op ownership model allows PCC to focus on environmental and social success as well as financial goals. As part of its social commitment PCC partners with local food banks in each of the neighborhoods it serves to provide nutritious bulk food to local residents in need. With the opening of the Bothell PCC Maltby Food Bank will become PCC celebrates with a pineapple cutting the 13th partner in the PCC Food Bank Program. Additionally PCC will introduce a pilot program at the Bothell PCC where it will team up with the Northshore Nourishing Network. While the co-op does its best to prepare the right amount of food each day sometimes there are leftovers. To make sure these extras go where they re most needed PCC will donate prepared dishes from its hot foods bar which will be stored safely and then shared during daily free meal programs. This new initiative allows the co-op to reduce food waste while helping those in need of a hot meal. PCC plans to open a new store in Seattle s Madison Valley neighborhood in 2019. For more information visit 18 VITAMIN RETAILER WWW.VITAMINRETAILER.COM AUGUST 2016 Go to naturalfactors for info about this advertiser INDUSTRYNEWS NOW Partners with GrassrootsHealth to Fund Prenatal Vitamin D Project OW (Bloomingdale IL) has provided more than 100 000 in funding and vitamin D supplements to support Protect Our Children NOW a two-year grassroots prenatal vitamin D project to improve birth outcomes and combat increased health care costs associated with vitamin D deficiency in utero. The pilot program spearheaded by GrassrootsHealth an international nonprofit public health promotion organization will be conducted at the Western Montana Clinic (WMC) in Missoula MT with hopes to expand to other cities in the near future. Montana currently holds a grade C in preterm birth rate and is ranked 29th in the nation. According to the March of Dimes Montana s current preterm birth rate is 9.3 percent and the annual cost is estimated to be 71 million for the state. However research has shown at least 50 percent of the cost ( 35 million) could be saved and potential preterm births N prevented with proper prenatal education vitamin D supplementation and screening. NOW s mission is to empower people to lead healthier lives said Jim Emme NOW s CEO. We are honored to partner with GrassrootsHealth to provide vitamin D to these pregnant women in an effort to have a positive impact on their pregnancies as well as the future health of their children. At WMC NOW will provide 60 000 in Vitamin D-3 5 000 IU Chewables. Participants who qualify for the program will receive the supplements (also provided by Carlson Labs) as well as educational materials access to an online forum and a local support contact. Further blood tests will measure vitamin D serum levels at 24 weeks and at 36 weeks gestation. Doctors and nurses at WMC will also receive continuing medical education activities on the importance of vitamin D testing and supplementation in pregnant women. We couldn t have launched this program without the generous support of our partners like NOW and it s our hope that we can prompt other institutions across the country to follow suit said Carole Baggerly founder and director of GrassrootsHealth. For more information visit Jillian Michaels Partners With Performance Water AQUAhydrate H ealth and wellness expert Jillian Michaels has been named chief wellness officer of Southern California-based performance water brand AQUAhydrate. Already an investor in the brand Michaels s role as chief wellness officer will be to spearhead the brand s fitness and health efforts a significant focus for AQUAhydrate. Along with AQUAhydrate CEO Hal Kravitz the pair will set their sights on expanding distribution and connecting with wellness-oriented consumers. AQUAhydrate s combination of performance-grade electrolytes and a higher pH level of 9 has gained a following of elite athletes active health-conscious consumers and celebrities looking to get more from their water. The brand boasts entertainment powerhouses Mark Wahlberg and Sean Diddy Combs as investors and board members as well as a number of pro-athlete team and top Olympian endorsers. AQUAhydrate is a truly amazing water and I m thrilled to be a part of the company said Michaels. I ve seen firsthand the benefits of AQUAhydrate s electrolytes and alkalinity and am excited to help spread the message to health and wellness consumers. For more information visit RidgeCrest Herbals (Salt Lake City UT) promoted Will Christensen to the lead position of chief marketing officer managing internal relations and promotions for the company. Brittini Gehring was promoted to chief botanical officer overseeing product formulation development and relations with manufacturers and suppliers. Essential Formulas Incorporated (EFI) the sole U.S. WILLIAM J. SCHOOR distributor of Dr. Iichiroh Ohhira s probiotic formulations announced the appointment of William J. Schoor from executive vice president to president. Based at the company s Dallas TX headquarters Schoor will be responsible for leading EFI s daily operations. You re Hired 20 VITAMIN RETAILER WWW.VITAMINRETAILER.COM AUGUST 2016 Go to xlear for info about this advertiser RESEARCHUPDATE Early-life Peanut Consumption Doesn t Affect Duration of Breastfeeding ntroducing peanut-containing foods during infancy as a peanut allergy prevention strategy does not compromise the duration of breastfeeding or affect children s growth and nutritional intakes new findings show. The work funded by the National Institute of Allergy and Infectious Diseases (NIAID) published online in the Journal of Allergy and Clinical Immunology. These findings are a secondary result from the Learning Early About Peanut Allergy (LEAP) clinical trial which was conducted by the NIAID-funded Immune Tolerance Network and led by researchers at King s College London U.K. Primary results from the LEAP trial published in 2015 showed that introducing peanut products into the diets of infants deemed at high risk for peanut allergy led to an 81 percent relative reduction in subsequent development of the allergy compared to avoiding peanut altogether. The goal of the current analysis was to determine whether eating high doses of peanut products beginning in infancy would have any adverse effects on infant and child growth and nutrition. In the current analysis investigators I compared the growth nutrition and diets of the LEAP peanut consumers and avoiders. Many of the participants were breastfeeding at the beginning of LEAP. An important and reassuring finding was that peanut consumption did not affect the duration of breastfeeding thus countering concerns that introduction of solid foods before six months of age could reduce breastfeeding duration said lead author Mary Feeney MSc RD of King s College London. In addition the researchers did not observe differences in height weight or body mass index--a measure of healthy weight status--between the peanut consumers and avoiders at any point during the study. This was true even when the researchers compared the subgroup of children who consumed the greatest amount of peanut protein with those who avoided peanut entirely. In general the peanut consumers easily achieved the recommended level of 6 grams of peanut protein per week consuming 7.5 grams weekly on average. They made some different food choices than the avoiders investigators noted. For example consumers ate fewer chips and savory snacks. Both groups had similar total energy intakes from food and comparable protein intakes although the peanut consumers had higher fat intakes and avoiders had higher carbohydrate intakes. Overall these findings indicate that early-life introduction of peanut-containing foods as a strategy to prevent the subsequent development of peanut allergy is both feasible and nutritionally safe even at high levels of peanut consumption said Marshall Plaut MD chief of the Food Allergy Atopic Dermatitis and Allergic Mechanisms Section in NIAID s Division of Allergy Immunology and Transplantation and a co-author of the paper. For more information visit Many With Migraines Have Vitamin Deficiencies Study Says high percentage of children teens and young adults with migraines appear to have mild deficiencies in vitamin D riboflavin and coenzyme Q10--a vitamin-like substance found in every cell of the body that is used to produce energy for cell growth and maintenance. These deficiencies may be involved in patients who experience migraines but that is unclear based on existing studies. Further studies are needed to elucidate whether vitamin supplementation is effective in migraine patients in general and whether patients with mild deficiency are more likely to benefit from supplementation said Suzanne Hagler MD a Headache Medicine fellow in the division of Neurology at Cincinnati Children s Hospital Medical Center and lead A author of the study. Hagler and colleagues at Cincinnati Children s conducted the study among patients at the Cincinnati Children s Headache Center. Hagler presented her findings at the 58th Annual Scientific Meeting of the American Headache Society in San Diego CA. Hagler s study drew from a database that included patients with migraines who according to Headache Center practice had baseline blood levels checked for vitamin D riboflavin coenzyme Q10 and folate all of which were implicated in migraines to some degree by previous and sometimes conflicting studies. Many were put on preventive migraine medications and received vitamin supplementation if levels were low. Because few received vitamins alone the researchers were unable to determine vitamin effectiveness in preventing migraines. She found that girls and young woman were more likely than boys and young men to have coenzyme Q10 deficiencies at baseline. Boys and young men were more likely to have vitamin D deficiency. It was unclear whether there were folate deficiencies. Patients with chronic migraines were more likely to have coenzyme Q10 and riboflavin deficiencies than those with episodic migraines. Previous studies have indicated that certain vitamins and vitamin deficiencies may be important in the migraine process. Studies using vitamins to prevent migraines however have had conflicting success. For more information visit WWW.VITAMINRETAILER.COM AUGUST 2016 22 VITAMIN RETAILER Go to naturalfactors for info about this advertiser 2016 Retailer of the Year (L to R) Brenda Farrar Cassie Hinnenkamp Allison Wear Kris Wear Emarene Knowles and Kristen Perschon. Retailer of the Year images provided by Ali Smith Ali Smith Photography. World of Nutrition Nampa ID History trust and knowledge built the foundation for World of Nutrition. But joining a downtown revitalization effort has proven to be a move well worth making for this community-minded Idaho health food store. By Janet Poveromo n many American cities and towns downtown districts languished beginning in the mid1960s as customers were diverted to new shopping centers and malls. Recently though revitalization efforts are slowly transforming these neglected central business districts and Nampa ID a city of just under 89 000 residents is also poised for a comeback. Kris and Allison Wear partners in marriage and retail store ownership took a chance on renovating one of Nampa s historical downtown buildings to create a new home for their established health food store World of 24 VITAMIN RETAILER I Nutrition or WON. In September 2015 we moved the entire store over Labor Day weekend and only closed for three hours said Kris Wear co-owner and CEO. The move turned out to be fruitful. We are forecasting to hit 1 million in sales in 2016 she said. We were up 20 percent after the move to our new location and are up 15 percent overall for the year. Ebbs and Flows WON has had a history of success as well as a need at times to pull itself up by its bootstraps--or more accurately its Birkenstocks. The store was established 39 years ago in 1977 by Jim and Cheryl Wear Kris Wear s parents in Karcher Mall--once a shopping mecca in southwestern Idaho s Treasure Valley region. The first store was 800 square feet. Then in 1980 WON moved to a nearby location that was 1 200 square feet. That store was cool Kris Wear recalled. The decor was all rough wood and had custom-built wood shelving. The office was upstairs and had a balcony overlooking the store. It had a little deli in the back that served sandwiches and frozen yogurt. Around 1984 Cheryl Wear opened a second store in Boise that she ran for WWW.VITAMINRETAILER.COM AUGUST 2016 Downtown Deuce minds the store .com www.instagram frenchies wear_ della_and_ima_ om www.facebook.c dellabeawear d Della s Ima (left) an WON-der Dog about 18 months before selling it. With the bad economy in 1987 mom decided to ditch the mall with all of the long hours and the high rent Kris Wear said. She moved down the boulevard to a strip mall across from Fred Meyer [supermarket] into a 1 700square-foot store. With that move she also secured the Birkenstock dealership for Nampa. By 1995 we were busting at the seams in our 1 700 square feet so we moved down the street to a more comfortable 3 000-square-foot location. Despite the fact that the store was probably at the worst intersection in Nampa our business grew and grew. When the Birkenstock business slowed the owners sought out another venture to maintain success. With our love for animals and having seen firsthand the effects of feeding a low quality diet to our own dogs and changing to a high quality food free from wheat corn and soy has on their health it seemed natural for us to get into the pet food business. In 2006 the 1 500square-foot space next to us opened up and we busted through the wall AUGUST 2016 WWW.VITAMINRETAILER.COM and completely remodeled and updated the store without closing for a day. In June of 2013 Kris Wear bought WON from her mother. That October Allison Wear quit her job at a hospital to join the store staff. The following year Allison and Kris Wear became business partners purchased the historical building in downtown and began renovations. Points of Differentiation he WON staff works hard to offer a unique retailing experience. Kristen Perschon store manager said the retailer distinguishes itself through excellent customer service and training its staff on the products carried. When we hire new people they have assigned readings every shift go through aisle trainings on each section and have to learn about all the bulk herbs we carry Perschon said. We schedule any training we can from the companies that provide them. Staff completes trainings online through the 3point5 program which every quarter has new trainings from some of our best-selling products such as Nordic Naturals. We take every opportunity we can to educate our staff our customers and ourselves. T We have a class nearly every Saturday of the month all year long. We differentiate ourselves by doing extensive product research and continuously learn about what our suppliers are doing to provide top quality ingredients. We work with a local pediatrician who prefers to first treat his patients through diet and nutritional supplementation to provide the quality supplements he prescribes for the optimal health of his patients. We work with a company called Provider Resources that creates educational opportunities for those that care for disabled people. We teach classes that meet their needs and provide them with an ongoing 20 percent discount as we recognize the incredibly hard work they do every day. VITAMIN RETAILER 25 2016 Retailer of the Year World of Nutr ition Pragmatic Approach to Growth Sales have increased almost every year in the history of WON according to Kris Wear. Even when the economy was down WON was up about 5 percent each year. In 2013 I set a goal to do 1 million. It will only take me three years to accomplish that goal. I have done everything I can to grow the business with a grass-roots effort. After buying my mom out I couldn t afford to do much marketing so I took to social media in-store promotions education and word of mouth. Every effort we have made has paid off maybe not with a flood of business but with a steady stream that continues to build and grow. Always considered a health food store dedicated to selling nutritional supplements the retailer s departments are currently divided this way Supplements Herbs Protein 60 percent HABA 10 percent Tea 5 percent Bulk herbs and spices 10 percent Groceries 7 percent Pet food 7 percent Books 1 percent We average about 100 customers per day Kris Wear added. Our beautiful bulk herb wall also a fixture in the previous store has seen a 60 percent increase in sales since the move. The store s most popular bulk products come from Starwest Botanicals such as organic Essiac Tea Whole Osha Root Goldenseal Root Powder Slippery Elm Bark Powder and Beeswax Beads. There s also the Roslyn s Energizer Drink a WON blend inspired by nutritional consultant Roslyn Rogers which is a blend of organic maca coacao cinnamon turmeric and ginger. Competition of the brick and mortar type is not big in the immediate area Kris Wear said. In Nampa we have one or two GNC stores and the grocery store Fred Meyer that has a small health food section. But in nearby Boise there are Natural Grocers Vitamin Shoppe Whole Foods Market one independent health food store and a good co-op. The people that live in Nampa have no problem driving to Boise to buy products she said. But I would imagine our biggest competition is the internet and big-box stores. Giving the customer a great experience every time they walk through the door is how we keep ourselves different and relevant. Appealing to the Senses The WON staff does its best to create a positive experience for everyone that walks through the door according to the owners. The store smells amazing said Kris Wear and almost everyone that comes in comments on that. We welcome and love every person without judgment. We extensively train our staff so they are capable of answering most questions. We offer a great rewards program. We offer free classes. We offer a free cup of Tulsi tea to everyone that comes in. We offer kisses from two adorable French bulldogs and a big sweet chocolate lab. We have locally made kombucha on tap. We have high quality products and a wide product selection. We listen to and hug our customers. Kris Wear explained that she always wanted the store to be like the TV show Cheers where everyone knows your name and you are treated like a friend. With the staff she said I like a laid back atmosphere. I am not a micromanager and I know mistakes happen. We have a lot of fun and there is constant laughter in the store either between the staff or with customers. Sales Freight and Receiving Associate Brenda Farrar said she believes it s the customer service and WON s wide range of products that keep customers coming back. Before I worked here I would love coming in she said. There was always a smiling face and someone eager to help me with what I was looking for and to offer advice when needed. It s a place that offers a good atmosphere a knowledgeable staff and many items WWW.VITAMINRETAILER.COM AUGUST 2016 Building Renovation rior to becoming the new residence of WON the historical building on First Street in Nampa housed a men s clothing retail store. When Kris and I first walked into the building we thought we could change out the flooring reuse some of the shelving and open for business. Funny how the more time you have the more you plan said Allison Wear. We thought there might be brick behind the shelving but also knew we had to remove asbestos if we wanted to get to it. It was so worth it During the course of designing the new store the couple searched the internet to look at shelving. We had planned to move our existing bulk herb shelving to the new location until one day we came across a photo of industrial pipe shelving with a brick backdrop. I said to Kris That s it That is our bulk herb wall shelving. The design plan then materialized organically. During our demolition of the space we uncovered old shelving. All of the wood used for our bulk P herb wall was repurposed from the men s clothing store. Many longtime customers remark about the bulk herb wall and are shocked when we tell them [the building] has always had it. It is truly a work of art The pair said they found beauty and history in the building and even forged a friendship with its previous owners. We would visit the owner during the buying process where we learned more about the building and explored every inch we could. They became part of our family and many are now customers of WON. It was as if Kris and I were meant to buy the building and for it to be the new home of WON. I absolutely love coming to work in this building every day. I love sitting up in my office on top of the World. I can see people come in the door the park across the street and the trains going by. We love it so much we sold our house and moved into apartments upstairs. We love being part of the downtown community 26 VITAMIN RETAILER Go to xlear for info about this advertiser 2016 Retailer of the Year World of Nutr ition you cannot find in other stores. Kristen Perschon store manager added Kris has built an incredible reputation in the community for the past 39 years. We develop personal relationships with our customers. We take the time to listen and ask questions to help them choose the products that are going to benefit them the most. We make sure to provide the highest quality supplements and have a price point that works for everyone. We run great sales each month. We have a generous reward program [called WON Love] and provide coupons in our newsletter and on our app. describing the store atmosphere as somewhat structured but with the freedom to be yourself. There is definitely encouragement and empowerment. It is also a very approachable understanding and how else could I say it loving environment. Everyone is very knowledgeable and comes from multiple backgrounds some have college and some are self-taught. We are always doing trainings and mandatory readings. cled as much wood as they could for shelving. All of the cabinets in the previous business were turned into the shelving for the bulk herb wall and a bar built behind a space designated for the couples three dogs was made from the ceiling joists that were taken down. In addition the staff has begun to recycle the glass used at the store and encourages customers to bring back their empties. We donate it to a nonprofit company in Boise called Cassie Hinne Usful Glassworks--a job trainnkamp (L) he lping custom ers ing program that repurposes the recycled glass into handcrafted and beautiful drinking glasses lanterns and everything else in between explained Perschon. Their job training participants include the jobless homeless refugees low income seniors at risk youth and those on probation or parole. We also recycle all other plastic bottles that are brought back to us. We have donated seeds diatomaceous earth neem oil starter plants and time to help support the local community garden. Education It should come as no surprise to those in the health food store business that education is very important to WON s customers-- a search of the store s Google reviews reveals knowledgeable staff mentioned consistently. According to Kris Wear she does not have a formal education however her on-the-job training is extensive. I was a jack-of-all-trades within the business from the beginning. I have done every job in the store and have gained a tremendous amount of knowledge in both the business of retail and with my own health. I have attended industry seminars workshops and manufacturer trainings for the past 39 years. Allison Wear comes from a customer service and IT background and had been on the build side of an electronic medical records installation at a local hospital prior to joining the WON staff. She was a perfect person to get the POS I had purchased up and running Kris Wear said. All of the staff has studied health and nutrition in some form or fashion and came to work here because they wanted to pursue their passion for health. Cassie Hinnenkamp a store associate said the staff attends classes and does daily product trainings. We are professional yet approachable. Sales Associate and Essential Oil Expert Emarene Knowles agreed 28 VITAMIN RETAILER Making Lemonade Confronting and overcoming obstacles and staying nimble are key for achieving success in any endeavor. It seems that in business there is always some sort of challenge Kris Wear acknowledged. Everything from employees to suppliers to the FDA (U.S. Food and Drug Administration) and government regulations to the economy seems to be a challenge. Every time we have gotten down we have figured out how to make something else work. Trends happen and you have to change with the times in this industry. In fact Kris Wear said the area of town the store moved to is a bit of a challenge in location. The downtown is on the verge of a revitalization and we took a chance that it would actually happen. We hoped that the majority of our clientele would follow us and WWW.VITAMINRETAILER.COM AUGUST 2016 discusses Kris Wear (R) omers uct with cust a prod Reuse and Recycle When it comes to store eco-friendliness Kris Wear noted that WON has always been dedicated to recycling. Even when we had to take the recyclables to our own home to have it picked up. We still have to take the glass we recycle to Boise to drop it off. We are happy to do that for any customers. In the new store the owners recy- most of them have. They are still coming in for the first time almost one year after we have moved. To address the possibility of customer no-shows the store s staff decided to get involved with its community and not be shy about its mission to make an entire town healthy. We have a great website Kris Wear said make an effort as much as time allows for social media we advertise in our local paper we were a sponsor and weigh-in location for one of the local hospital s weight-loss challenges we do at least one free educational class a week and have one monthly walk run to get people involved in exercise. Examples of the store s recent calendar of events featured free classes on topics such as Toolbox for Health 101 Uses for Coconut Oil as well as Herbal Tinctures WON 0 WON. The store s Escentuals for Kids class is designed to help parents discover which essential oils are safe to use on children at what ages and at the proper dilution. The storeowners are civic leaders as well. Both Kris and Allison Wear serve as members of the BID (Business Improvement District) board in town. Allison Wear volunteers for several of the Main Street committees and Kris Wear is the chair for Economic Vitality Committee and interim president of the Main Street board. We also attend Chamber of Commerce events regularly city council meetings Kris has spoke for the Chamber at an event Empowering Women in Business Allison Wear explained. Both of us have been asked to speak in August for the NEO (Nampa Entrepreneurs Organization) on Building Your Business Brand. We have collaborated with a AUGUST 2016 WWW.VITAMINRETAILER.COM local restaurant to offer healthy meal options (WON Approved) on their menu provided them with recipes with approved ingredients. We donate slow moving products to a local homeless shelter. We also donated a dog waste station to the new city park across the street from the store. Lemerond out to do a consumer lecture. Customer Ailments WON s customers seek help with gut health mood disorders sleep issues lack of energy allergies men s and women s hormone health. Farrar added that other common problems are diabetes weight loss pain and prostate issues. Customers want high-quality products that will be effective and they want to be educated about what they are buying Kris Wear said. People are really sick noted Allison Wear [they] want help and want to be educated about natural remedies. Almost everyone has digestive sleep stress inflammation and pain issues. Supplier Partnerships A top-selling brand at WON is Schwabe North America. The retailer has been a long time Nature s Way and Enzymatic Therapy supporter and the companies have been long time supporters of WON according to Kris Wear. Over the years we have been to their facilities for staff trainings and they have given us a great discount program to be able to pass along to customers. In addition Nutraceutical has always been a popular choice because they are a health food store-only company she noted. People are not going to find most of their products in the big box stores. Garden of Life (GOL) has really taken off with us over the past year. We may have been late to jump on the GOL bandwagon but with the partnership of Dr. Perlmutter and their commitment to high-quality non-GMO (genetically modified organism) products have really resonated with our customers and us. Country Life has always been one of our top sellers. We appreciate their support trainings high quality certified verified and all other certificates that they have committed to. Europharma and specifically the Curamin and Curamed products are some of our best repeat selling products in the store. They offer great literature and education for staff as well as sending Terry Going Forward In the future Perschon said she would like to become a functional health coach and work more intensively with customers in the store. I would love to see us move more into natural grocery or develop a relationship with a grocery retailer so we can help people learn to shop and prepare meals to make true lifestyle changes. I love the relationships we are developing with doctors and practitioners in the area who are seeing a need for their patients that is beyond traditional medical care. I want to continue to build on those and create even more. For us as a team there are no limits. Kris Wear agreed. We really want to build a website that looks and feels as good as our brick and mortar store. We have discussed expanding locations and going into the Boise market since there is only one health food store there. We will continue to blog and use social media to build our brand. The possibilities for the future seem endless VR Extra Extra Visit to see pictures of the renovation of WON s historical downtown building. VITAMIN RETAILER 29 In a world of packaged foods anchoring nutritionally bereft diets whole and raw foods supplements may be more important than ever for consumers to enjoy enhanced vitality and well-being. By Lisa Schofield aleo is still enjoying the spotlight as the diet du jour it seems but it isn t for everyone. Although one cannot ignore the logic of its basis eating the raw natural and whole foods that our paleolithic ancestors consumed--meat fish vegetables and fruit and not dairy or grain products and processed food leads to good sound health. One can argue that paleo people did not live long however one can also assert truthfully that they mostly survived through brutally stressful environmental conditions including times of near starvation. The industrial revolution largely created modern lifestyles that have delivered many more chemical and atmospheric assaults plus the stress of being instantly connected. This is where whole and raw foods supplements become increasingly relevant. It is at times a broadly defined category with many opinions as to P what constitutes whole or raw foods supplements especially due to the increasing mainstream media attention given to the multiple benefits of healthy foods and lifestyle. Whole food supplements made with whole fruits and vegetables said Rafael Avila director of research and development with New York-based Nature s Plus (which originally launched its whole food multivitamin Source of Life Tablets in 1986) contain numerous naturally occurring compounds that contribute to the absorption and or activity of essential vitamins and minerals. As consumer interest in whole-food nutrition has grown so too has the availability of whole food ingredients that can be included in supplements he added. Recently there has been a surge of interest in certified organic whole foods that are rich in vitamins and minerals as well as whole food cofactors. And although Avila noted that nonGMO (genetically modified organism) is one of the most significant trends in whole food supplementation we ve noticed a negative side to this largely beneficial movement. Some manufacturers load their supplements with synthetic vitamins and minerals. While they may be free from GMOs they are clearly not natural and wholesome. Mark Timon formulator for Connecticut-based Vibrant Health likewise expressed concern about what some companies in this category overall may offer. Consumers enthusiasm for what Timon called maximum nutrition has generated a common ready acceptance of new supplements that claim to be made from fresh whole raw foods but likely may not be. Avid marketing on the part of manufacturers has expanded awareness and driven acceptance of such products. However the lack of industry consensus over clear definitions of the WWW.VITAMINRETAILER.COM MAY 2016 WWW.VITAMINRETAILER.COM AUGUST 2014 30 VITAMIN RETAILER Celebrating 20 Years of Excellence 1994-2014 terms whole foods and raw foods calls into question the true wholeness and rawness of some of the products offered he related. Much like the old commercial-- Is it live or is it Memorex --many consumers wonder how raw or whole a supplement can be if it s basically made in a plant on an assembly line. They tend to equate processing with some sort of adulteration or impurity. If you or your staff receive such a sentiment there are keen and true responses for customer edification. For example expressed Jeffrey Brams vice president product development Garden of Life LLC of Florida when consumers purchase triple-washed spinach or milled spelt flour or virgin coconut oil they are buying foods that have some amount of processing. That spinach is harvested mechanically washed and then quickly dried by jets of steam and hot air. The coconut oil is lightly heated to transform it from a crystallized to a liquid state for packaging and the spelt is mechanically ground blended and packaged. Yet these are all accepted--even embraced--as important staples in a raw whole food diet. He added that Garden of Life s raw whole foods formulas are similarly treated with minimal processing to ensure both their safety and nutrient integrity. Don Mills ON Canada-based Evergreen Juices marketing manager Richard MacIntosh said he believes however that it is rather tough to qualify manufactured across a wide range of products. Echoing Brams examples MacIntosh stated that just like organic cheese will require processing that doesn t mean it s manufactured. Conversely he said when you consider selling a product with a content list of 20 ingredients then you start to wonder how much processing is too much. Many phytonutrients noted Avila are delicate and do not survive the heat of processing. He cautioned to be wary of some brand marketers that oversimplify by stating that none of the ingredients in their products have been processed at all. However he maintained this oversimplification leads to a reduced bioavailability and utilization of some foods that actually should be processed in order to liberate the phytonutrients within. The best example he provided is lycopene from tomatoes. A 2000 study AUGUST 2016 WWW.VITAMINRETAILER.COM showed that half of the lycopene in uncooked tomato passes right through the human digestive system unabsorbed because it remains bound to the insoluble fiber of the tomato. Meanwhile cooking and processing tomatoes unbind the lycopene from the fiber thereby doubling the amount available for absorption and use in the body. The term clean is used prolifically in our industry. -- Jeffrey Brams vice president product development Garden of Life LLC Timon agreed emphasizing that the drying and powdering plants for dietary supplements effectively break down their indigestible cellulose-rich cell walls freeing their contained nutrients for digestion and absorption. If this can be achieved at low temperatures presumably below 117 degrees Fahrenheit then the cell walls have been broken down and the nutrients made available without cooking the food. That food could then be legitimately used as a raw food supplement he explained. There are distinctions between whole and raw Timon added pointedly. Whole often brings to mind whole nutrition rather than a whole physical structure. For dietary supplements whole implies that the entire edible portion of a plant has been reduced to a powder that is found in the supplement and that delivers all of its original content of macro and micro nutrients and its unique phytonutrients. The current presumed meaning of raw means that a nutritional ingredient has been processed at 117 degrees Fahrenheit or lower he defined. That temperature is of course the upper limit. Many botanical powders and whole plants are either freeze dried and powdered or dried and powdered at temperatures ranging from 40 to 90 degrees Fahrenheit. A related buzzword consumers will likely ask about is how clean are these whole raw food supplements. And of course this brings some challenges to the brand manufacturer that offers supplements in this arena. Evergreen s wheat grass juice said MacIntosh is organically grown nonGMO wheat rendering it more sensitive to changes in weather and other challenges that can easily be overcome by non-organic farming practices. Although it costs more to grow organic MacIntosh knows that it is what consumers understand as healthier and cleaner (safer) for them to ingest. The term clean is used prolifically in our industry stated Brams questioning what exactly it means. We believe clean means certifiedorganically grown and non-GMO verified as key starting blocks. Tested and confirmed clean for sport is essential for protein powders and certified gluten free is an important clean hallmark for many on restricted diets as are kosher and vegan. In Timon s viewpoint organic may involve a conundrum. Bacterial contamination he explained is a common issue in using whole and raw foods in dietary supplements especially if the plant material comes from organic soil because risk of bacterial contamination is significantly higher in organic materials. Steps that might prevent contamination include parboiling steam sterilization of the plants or of the finished powders or gamma radiation. However any one of these processes would prevent classification of the finished material as raw and may eliminate certain nutrients. If nutrients are lost it would not be entirely accurate to thereafter call the finished material whole. Nature s Plus supplements said Avila are audited and analyzed by organic certifier EcoCert and the analytical laboratory Intertek. He stated that the company believes that both certifications are necessary due to the complexity of ensuring true non-GMO status. Simply testing to ensure that an ingredient or finished product contains no detectable traces of genetic modification is not enough to eliminate VITAMIN RETAILER 31 GMOs he remarked. That s because it is possible to remove all traces of GMOs in certain foods such as oils. And because some countries allow such GMO-derived foods to carry the claim non-GMO it behooves the manufacturer to conduct an audit to ensure that GMOs were not involved from seed to harvest to finished product Avila noted. The USDA (U.S. Department of Agriculture) organic certifiers who certified the ingredients in all Nature s Plus certified organic products routinely audit the producers checking everything from the farm soil to the seeds to finished crops to ensure that there were no GMOs involved. Further research shows that organic certification auditing is better at eliminating GMOs than the limits allowed by most non-GMO certifiers Avila stated. But since common but uncontrollable actions such as wind can blow GMO pollen many miles to infiltrate crops polymerase-chain-reaction (PCR) DNA RNA testing is necessary to truly ensure non-GMO purity. PCR testing is so sensitive it can detect GMOs in a swimming pool containing only a drop of modified DNA he reported. Shelf Options Despite providing a wide range of organic produce and culinary spices along with much healthier versions of packaged foods many customers just prefer to concentrate on eating mostly the latter. Some customers just don t want to cook or prepare meals that include fresh meats and produce from scratch. However they can obtain all the nutritional goodness from whole raw foods supplements. Keep in mind as well that there are some customers who will eat a beneficial amount of fresh and raw foods but also want to enhance this healthy diet with supplementation. For example said MacIntosh wheat grass is an excellent source of live chlorophyll. Evergreen s juice is frozen 32 VITAMIN RETAILER which preserves the enzymes and nutrients. And for convenience it s portioned in individual servings making it easy to tote to the workplace or weekend activities. Evergreen s wheat grass has a key distinction he pointed out it is grown organically outdoors as opposed to in trays indoors. It s not uncommon for mold to grow on the tray giving it a pungent aftertaste he explained. In addition growing our wheatgrass outdoors allows it to mature past the sprout stage into a vegetable. This means that the simple sugars (prevalent with indoor wheatgrass) mature into complex carbohydrates giving our juice a much smoother taste. Vibrant Health uses many whole and raw food ingredients in quite a number of its products that also synergistically include botanical extracts probiotics and other materials for specific health benefit according to Timon. One product he pointed out is 100 percent certified organic certified raw certified vegan certified kosher and made entirely from whole foods--Field of Greens is a 14-ingredient purely green food that was brought to market many years ago by direct consumer requests for a superior green food that would meet the requirements of aficionados of wheatgrass powder or barley grass powder. Since no single food even among the green ones provides a complete nutritional profile we combined 14 certified organic green foods so that the nutritional strengths of one would compensate for the nutritional weaknesses of another. The result was a rich purely green food with a more robust synergistic balance of micronutrients Timon said. Nature s Plus has several whole foods lines--Organic Ultra Juice (90ct. tablets 90-ct. Ultra Juice Green in 90-ct. tablets 30- and 60-day drinks and 15 stick packs) Source of Life Garden (Bone Support Calcium Vitamin C Vitamin D3 Vitamin K2 and Organic multis for men women and pre-natal) and Spiru-Tein Puretrition shakes in French Vanilla Dark Chocolate and Mixed Berry. According to Brams Primal Defense is an original Garden of Life whole foods formula that combined probi- otics and organically grown grass juice powders and he said was the first whole food probiotic formula. By 2009 the company began to focus more on certified USDA organic non-GMO verified whole food ingredients because more consumers were seeking out such products however in the supplement isles of the same store there were virtually no options with these same qualities. We realized that our customers wanted something deeper and more significant than transparency--they wanted traceability. They were looking for products that were certified verified and authenticated by respectable third parties. Garden of Life then launched proteins (RAW Protein RAW Meal and RAW Fit) and greens powders (Perfect Food RAW & Organic) all certified organic non-GMO kosher vegan gluten free and clean for sport. The company more recently introduced mykind Organics line of real food vitamins as alternatives to what Brams noted as chemically-synthesized and isolated vitamin formulas. mykind Organics features Garden of Life s patent-pending Clean Tablet Technology which said Brams created a new category of vitamin--the Real Food Vitamin. No matter what you select the concept of increasing whole raw foods intake--foods and the supplements-- can be one that is fun to promote and truly serve as the foundation to achieving extraordinary well-being. And once your customers begin to feel that loyalty to you and your establishment quickly and organically grows. VR Extra Extra Visit to learn about Dr. Albert Szent-Gy rgyi who discovered the connection between vitamin C and ibioflavonoids. i For More Information Evergreen Juices (905) 886-8090 Garden of Life Nature s Plus Vibrant Health (800) 242-1835 WWW.VITAMINRETAILER.COM AUGUST 2016 Branch Out and Join VRM Media s FAMILY OF PUBLICATIONS VR s Upcoming Issue Highlights October 9 1 16 ad closing 2016-2017 Buyer s Guide November 10 4 16 ad closing Science of Supplements Winter Issue Our 2016 Media Planner Is 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 ESSENTIAL FATTY ACIDS OPPORTUNITIES TO EDUCATE AND EXPAND THE MARKET The market for EFAs has widened to target consumers of all ages and provide formulations that include additional nutrients. By Karen Morse MPH hough the essential fatty acid (EFA) industry experienced its share of setbacks due to negative attention from the media regarding omega-3 fatty acids sales are on the upswing in 2016 with future growth expected in this category. According to Ellen Schutt communications director at the Global Organization for EPA and DHA Omega-3s (GOED) in Utah--whose mission is to promote the consumption of eicosapentaenoic acid (EPA) and docosahexaenoic acid (DHA) to impact public health and to protect the category by making sure that there are quality products available for consumers--the challenge lies in the fact that consumers are hearing negative messages without hearing any positive news. Omega-3s are primarily known for their heart health benefits in the U.S. she said although there is also strong science for brain and eye health particularly in the prenatal and maternal health category. Omega-3s have more than T 30 000 published papers on their effects and more science on the benefits is published daily. Studies published in 2016 continue to support the need for omega-3 supplementation. A study published in the European Journal of Obstetrics & Gynecology and Reproductive Biology found that omega-3 supplementation was associated with a 58 percent decrease in the likelihood of early preterm delivery and a 17 percent decrease in any preterm birth. Another study published this year out of Penn State found that omega-3 fatty acids could lower the risk of breast cancer in postmenopausal obese women. A third study out of the University of Pennsylvania found that supplementation with omega-3s reduced aggression when given to children who had a history of violence. Research proves that omega-3s are important throughout all stages of life said Marci van der Meulen natural sales manager retail division at Californiabased Nordic Naturals so we anticipate that as the benefits of omega-3s are more widely known new customer niches will emerge. State of the Market According to Jennifer Bradley Weinhardt BS MS research and development specialist at Bluebonnet Nutrition Corporation in Texas EFA sales at Bluebonnet have remained strong. In fact she stated omega-3 sales are projected to reach 4.96 billion by 2020 according to Industry Experts Global Market Overview and awareness of omegas as being critical nutrients for physical and mental health is increasing. Christopher Speed vice president of sales at Ohio-based Wiley s Finest had the same opinion. EFAs are essential nutrients that are highly deficient in the typical U.S. diet. As awareness increases about their health importance he said the market will grow substantially. WWW.VITAMINRETAILER.COM MAY 2016 WWW.VITAMINRETAILER.COM AUGUST 2014 34 VITAMIN RETAILER Celebrating 20 Years of Excellence 1994-2014 The National Academies of Science has not yet established dietary reference intakes (DRIs) for omega-3s in the U.S. though most physicians recommend that the average person consume between 250-500 milligrams daily. This can be obtained by eating at least two servings of fatty fish per week taking a daily omega-3 supplement or enhancing your diet with omega-3-fortified foods. Health professionals may recommend additional omega-3 supplementation to consumers with cardiovascular disease and other chronic health conditions. In addition the American Heart Association (AHA) recommends that everyone eat two servings of fatty fish per week. For those who don t eat fish they recommended a fish oil supplement. There has been a movement toward transparency within our industry with regards to sourcing of raw materials testing labeling and most recently declaring whether or not supplements contain genetically modified ingredients (GMO s ) shared Weinhardt. Alene Johnson director of education at Barlean s in Washington agreed noting that traceability of ingredients is important to customers. The market is expanding said van der Meulen and there are some key areas where this is taking place. Prenatal omega-3 sales for example are excellent. We try very hard to provide something for everyone within our product line so that every customer can personalize his or her nutrition in a way that s right for them. As part of this effort we also offer condition-specific blends for very targeted health needs as well as a variety of delivery forms to suit individual tastes. [Companies] usually do one of the following--recommend dosages of EPA and DHA that are insufficient and ineffective or mislead people about where the fish oil comes from. Boughton stated that many omega-3 manufacturers claim that their products are made of Norwegian fish oil while the oil actually comes from Peru or Chili. This is extremely misleading to the consumer he said. He expressed that consumer understanding and confidence could be increased if companies included the amount of each omega-3 per serving on the label versus simply writing 1 000 mg in large type on the product. In his experience too many customers believe they can just take one or two pills to address any condition they are looking to treat without knowing how much EPA and DHA is contained within each pill. We have many people walking away from the fish oil category because no one explained to them how much EPA and DHA they actually need he stated. Boughton said he believes that the industry has an opportunity to grow the category with education and proper honest labeling but fears people will continue to exit until that occurs. cellular health in general. Popularity of liquid formulations is also increasing as brands have responded to flavor complaints by developing tastier oil-based products and giving customers options when it comes to taking them. We publish a recipe booklet to give consumers ideas on how to incorporate the liquids into recipes said Jolie Root senior nutritionist and educator at Illinoisbased Carlson Labs. Barlean s has found that their emulsified formulas are a great solution for customers. These emulsifications make it easy and very enjoyable for any family member to be compliant in getting enough EFAs daily because of the creamy texture and delicious flavor choices explained Johnson. The greater news is that these emulsifications are easily absorbed even by consumers who have had a hard time with absorption of traditional oils or soft gels. New Products Wiley s Finest recently launched two new omega-3 products for children--Beginner s DHA and Elementary EPA. The formulas are concentrated omega-3 fish oil supplements with other key nutrients in kid-approved flavors. Like Wiley s other fish oil omega-3 supplements they are NSP-certified as well as certified by the Marine Stewardship Council to be sustainably and responsibly wild-caught. For toddlers Beginner s DHA delivers both EPA and DHA as well as vitamins A D3 and MenaQ7 Vitamin K2 the first clinically-proven Vitamin K2 for bone health support. This product supports bone and brain development and boost immune system health. Elementary EPA (for ages 4 and up) also delivers two essential fatty acids EPA and DHA as well as vitamins A E D3 and lutein and zeaxanthin--carotenoids that are important for healthy eyes. Carlson Labs also recently introduced two new products for children in this category. Baby s DHA is packaged with a convenient syringe to make accurate dosing easy. The formula provides 220 mg omega-3s per milliliter (ml) and in a 5 ml dose also provides 400 IU of vitamin D3 which is the dose for newborns recommended by the Academy of Pediatrics said Root. Kid s DHA was also just launched in an awardwinning lemon liquid formulation. In Market Trends The current trend across all dietary supplement categories is to be more vegetarian-friendly as well as provide nonGMO (genetically modified organism) ingredients explained Weinhardt. Vegetarian-aware consumers are becoming increasingly popular and now make up 25 percent of the U.S. population. That means that over 70 million people or one in four Americans are making vegetarianaware choices each day and 65 percent of these consumers acknowledge the benefits of taking regular dietary supplements. Bluebonnet offers several plantderived EFAs including Life s DHA a product that provides a pharmaceutical-grade vegetable-based DHA in a natural triglyceride form derived from marine algae and Plant-Based Omega-3 6 9 Softgels derived from flax seed evening primrose and borage oils. Another trend across retailers is the addition of other key nutrients to EFA formulations. Brands have incorporated antioxidants to address eye health combat oxidative stress and support optimal Consumer Confidence Though the public is generally more wellinformed about supplements in general negative press and incomplete research about omega-3s is still a source of customer confusion. Josh Boughton natural products director at Village Vitality stores in West Hartford CT and Woodstock NY shared that customers in the store inquire about study findings they see on the news claiming that fish oil does not work. Most customers think they know what they want however the vast majority of people do not understand how much EPA and DHA they actually need to take he said. Most literature provided by fish oil companies is not useful he continued. AUGUST 2016 WWW.VITAMINRETAILER.COM (Continued on page 46) VITAMIN RETAILER 35 HEALTHYSHOPPER Crazy for Cordyceps B Y S H A R I B A R B A N E L Retailers Healthy Shopper has been designed to help you educate customers about dietary supplements. Attach your store s business card here and photocopy for your customers. Healthy Shopper is reprinted with permission from Vitamin Retailer magazine and is provided for educational purposes only by your local retailer. No part of this article is intended as medical advice. Always consult your health care provider for any medical problems. 36 VITAMIN RETAILER WWW.VITAMINRETAILER.COM AUGUST 2016 Answers 1.) b 2.) a 3.) d 4.) c 5.) d ushrooms have been used by many cultures around the world for centuries. One type of mushroom Cordyceps sinensis is an antioxidant can stimulate the immune system as well as enhance energy. Cordyceps is edible native to Asia and was used in Chinese and Tibetan traditional medicine for a range of health issues. In fact in a review published in 2000 in the Journal of Food and Drug Analysis researchers from National Yang-Ming University in Taiwan determined cordyceps has significant health benefits as demonstrated in a range of studies. According to cordyceps belongs to a family of mushrooms that are parasitic organisms and grow wildly on the caterpillars in high plateaus of China Nepal and Tibet. Because of how they are grown cordyceps are also known as the caterpillar mushroom. In traditional medicine cordyceps was believed to be beneficial for all of the body s systems--and was touted to be a cure-it-all herb. While many Eastern cultures were wellversed in the benefits of cordyceps the West was introduced to the mushroom by Dr. George Halpern a physician and professor emeritus at the University of Hong Kong who wrote a number of books on the subject. Research shows that cordyceps may help stimulate the immune system and improve function in the kidney liver and lungs. Further some studies show that cordyceps may have an effect on testosterone levels. In the animal study that was published in the journal Life Sciences researchers from National Cheng Kung University in Taiwan tested the effects of cordyceps on testosterone production in mice. Cordyceps had a significant effect on testosterone production in the mice tested stimulating increased testosterone levels from leydig cells in the animals testicular tissues. Researchers concluded that cordyceps may offer future treatment for M reproductive problems in men. Test Your Knowledge of Cordyceps Another study published in 2012 in the 1.) Cordyceps is also known as the ______ journal RNA found that mushroom. cordycepin a coma.) butterfly b.) caterpillar pound found in cordyc.) cricket d.) None of the above ceps may have antiinflammatory charac2.) Cordyceps grows wildly in high plateaus of teristics with the China Nepal and Tibet. potential to help sufa.) True b.) False ferers of asthma rheumatoid arthritis 3.) Which doctor introduced cordyceps to the West renal failure and stroke a.) Dr. Andrew Weil b.) Dr. Mehmet Oz damage. c.) Dr. Edward Bach d.) Dr. George Halpern The research led by Dr. Cornelia de Moor 4.) In an animal study published in the journal Life Sciences of The University of researchers found that cordyceps had a ______ effect on testosNotthingham U.K. terone production in the mice tested. found that cordycepin a.) slight b.) minor reduces inflammatory c.) significant d.) major gene products in airway smooth muscle 5.) In a 2012 study published in the journal RNA found that cells--the cells that cordycepin a compound found in cordyceps may have anticontract during an inflammatory characteristics with the potential to help sufferers of asthma attack. Further which of the following . the research suggests a.) stroke damage b.) asthma that because inflamc.) rheumatoid arthritis d.) All of the above matory genes can be very rapidly induced and that cordycepin has its many and varoccurring after an injury to a joint and also ied effects by altering the synthesis of whether it relieves existing pain. other classes of rapidly induced genes as Researchers believe that because cordywell. If this is true it could be said that cepin works so differently it is likely to cordycepin slows down the rapid cellular have benefit where steroids and NSAIDs responses to tissue damage and may work (non-steroidal anti-inflammatory drugs) are by preventing the over-activation of these ineffective and is likely to have fewer side responses which are associated with coneffects. Throughout her research de Moor ditions such as asthma rheumatoid arthriwill investigate whether cordycepin acts on tis renal failure cancer and stroke damthe knee joint or on the nerves that relay age. painful messages from the knee to the In 2015 de Moor and her research team spinal cord and the mechanism by which received a three-year grant to investigate cordycepin inhibits pain. cordycepin s potential to relieve the symptoms of osteoarthritis. The researchers will References test the effectiveness of the compound given as food pellets to rats and mice to find out if cordycepin can prevent pain Go to mushroomwisdom for info about this advertiser SUPPLEMENTSCIENCE Identifying Evidence-based Supplements By Gene Bruno MS MHS Huntington College of Health Sciences or the first decade or so of my 37 years in the natural product industry I was in retail--and I can remember the very time I knew that this was the business I wanted to be in for the rest of my life. A customer entered the store and walked up to me with a big smile on her face. She said You changed my life. During a previous visit I recommended that she take Ltryptophan to help her get to sleep at night (this was before melatonin was available). Apparently it made all the difference in the world for her and she was finally able to get a good night s sleep. The high I experienced from that moment changed my life. I wanted to keep helping people and feeling that same high over and over again. F It Works It Doesn t Work As retailers no doubt most of you have had a similar experience with customers telling you that your recommendation made a significant difference for them. Not only is it a great feeling but it s 38 VITAMIN RETAILER good for business. Happy customers are likely to be long-term customers and they re also likely to buy other products you recommend for them since you ve gained their trust with previous credible recommendations. Everyone is happy-- it s a win-win. Except that it doesn t always work that way. As a result of biochemical individuality no single nutraceutical or product is going to work the same for everybody. That is a given and is to be expected. What is distressing however is when you sell a product to customers and all or most of them don t seem to experience any benefits. Hearing This product doesn t work is incredibly disappointing and is not good for business. Also it doesn t help your credibility. So the big question is what can be done to help improve the chances of hearing customers sing your praises for making the right recommendations While there is no answer to this question that will assure success 100 percent of the time are some key things you can and should be doing to help improve chances for keeping your customers happy with the products you recommend (and keeping your accountant happy as well). First and foremost is to critically evaluate all the dietary supplements you are considering bringing into your store. Evaluating Dietary Supplements In my opinion to properly evaluate the potential efficacy of a dietary supplement there are a few questions you should be asking before placing an order. These questions include 1. Is there human clinical research on the nutraceuticals 2. Is the type and amount of the nutraceutical consistent with the research 3. Is one bottle enough for consumers to experience results 4. Should I rely on my own personal experience for evaluating a supplement nutraceutical 5. Do I trust the company WWW.VITAMINRETAILER.COM AUGUST 2016 In addition you will probably need to ask the sales rep or broker for documentation to help you answer these questions (at least the first two) and properly evaluate the new dietary supplements. Following is a discussion of these questions along with the documentation you may need. menopausal symptoms--especially when provided in amounts inconsistent with the research. The bottom line is that it is not enough to include some amount of a popular nutraceutical in a supplement. It must be the right form of the nutraceutical and present in clinically relevant amounts (based on human clinical research). Is one Bottle Enough for Consumers to Experience Results The answer to this question will not necessarily provide you with the information you need to make a decision about carrying the product in the first instance but rather will help you in assessing the products efficacy and responding to customer concerns. While some products such as melatonin or caffeine provide a fairly rapid response others take longer to assess a discernible benefit. In fact some products may require supplementation for more than 30 days so if a customer uses a standard bottle it will likely not be sufficient to show results. For example most human studies using glucosamine were conducted for at least six weeks and some as long as six months. Therefore daily use of glucosamine for one month is not long enough to experience benefits. In order to provide customers with realistic expectations you should let them know how long it may take before they notice a difference. Consequently they may want to purchase a larger size bottle or two smaller bottles so that they give the product a fair chance. This will reduce the potential product returns and customer contention that the product is ineffective. The same literature request that you make in association with the first question should also provide the information you need to help answer this question as well. If not ask the sales rep about the length of the study(ies) so that you are in a position to advise customers accordingly. Is There Human Clinical Research on the Nutraceuticals When a sales rep introduces you to an interesting new product with compelling claims take a close look at the nutraceuticals the product provides. Many different nutraceuticals may be marketed for a given benefit. That doesn t mean however that all of those nutraceuticals have actually been studied in human clinical research for that specific benefit. The emphasis here is on human clinical research. Animal research does not necessarily translate to human beings and in-vitro research (i.e. cell lines in a petri dish) while valuable for understanding mechanism of action is definitely not directly translatable. Furthermore testimonials surveys or even a doctor s clinical experience in his her practice does not take the place of real human clinical research. Request literature from the sales rep that explains the human research conducted on the nutraceuticals in question. If you are a person with a science background you might like to see copies of the actual studies. In most cases however a document that provides summaries of the research will give you sufficient data on which to base a decision. Thirdparty literature that explains the research is particularly helpful since it can also serve as a sales tool with customers. In most cases however a document that provides summaries of the research will give you sufficient data on which to base a decision. Third-party literature that explains the research is particularly helpful since it can also serve as a sales tool with customers. Sometimes dietary supplements contain proprietary blends of nutraceuticals without specific information on the amount of each nutraceutical present. In this instance you should determine if there are any claims based upon a nutraceutical in the proprietary blend. If there are no claims based upon the proprietary blend (i.e. it is just window dressing) then there is no problem. If on the other hand claims are based upon one of the nutraceuticals in the proprietary blend it will be difficult if not impossible to ascertain whether or not the product actually provides the amount of specific nutraceuticals that is consistent with the research. If you are not able to obtain the necessary information you may want to carefully consider if this is a product you want to stock on your shelves. Assuming that you know the amounts of the relevant nutraceuticals in the formula the same literature request that you make of the sales rep in association with the previous question should also provide the information you need to help answer this question as well. In the instance of proprietary blends you will likely wish to ask the rep if any of the claims are based upon nutraceuticals in the blend. Is the Type and Amount of the Nutraceutical Consistent With the Research Assuming that the dietary supplement does contain a nutraceutical with demonstrated efficacy it is important to consider if it is the correct type and amount of that nutraceutical. For example it is all well and good for a manufacturer to put black cohosh in a menopause formula but for it to have clinical relevance based upon published research the black cohosh needs to be a root extract standardized for 2.5 percent triterpene glycosides and present in a daily amount of 40-80 mg. There is no scientific evidence to suggest that a different extract of black cohosh or even just plain black cohosh root powder will have the same beneficial effect for AUGUST 2016 WWW.VITAMINRETAILER.COM Should I Rely on my Own Personal Experience for Evaluating a Supplement Nutraceutical Often we have a tendency to sell products to customers based upon our own personal experience with those products. When a particular product has worked well for us the personal testimonial does tend to have a positive impact as part of your sales presentation to customers. The problem with this approach is when a given product does not work for you. In this instance it is important to remember what was stated earlier biochemical individuality dictates that no single nutraceutical or product is going to work the same for everybody. Consequently even if a given product does not work (Continued on page 50) VITAMIN RETAILER 39 PRODUCTSPOTLIGHT Probiotics For All P robiotics are live bacteria and yeasts that are good for a healthy digestive system. These good bacteria can be found in food products such as yogurt kefir kimchi sauerkraut and tempeh as well as in supplements. According to the article Probiotics Five Core Species on Dr. David Perlmutter s website ( there are an overwhelming number of different combinations and supplements available to consumers in the probiotic marketplace. In the article he recommended five core species BY CORINNE ANDERSON Lactobaccilus plantarum Lactobaccilus acidophilus Lactobaccilus brevis Bifidobacterium lactis and Bifidobacteriumm longum. Different strains of probiotics provide different benefits to the body. Data from the 2012 National Health Interview Survey (NHIS) shows that about four million U.S. adults had used probiotics in the past 30 days. Among adults probiotics or prebiotics were the third most commonly used dietary supplement other than vitamins and minerals and the use of probiotics quadrupled between 2007 and 2012 the National Institute of Health (NIH) reported. Multiple people can benefit from probiotics from infancy into adulthood and the benefits range from oral health and urinary and vaginal health to skin conditions and IBS (irritable bowel syndrome). Below is a selection of products that consumers can utilize to support digestion and overall wellness. Bio-Kult Infantis Probiotic Bio-Kult Infantis by U.K. based Probiotics International Ltd. (Protexin) is a scientifically developed advanced probiotic product for babies toddlers and young children. Certified gluten free each sachet contains seven strains of live bacteria plus DHA and EPA making it high in omega-3 fatty acids. It is offered in three sizes 60-ct. 120-ct. and 180-ct. Bio-Kult Infantis (MSRP 25.50 60-ct.) includes Preplex prebiotics (FOS gum acacia) to selectively stimulate the growth of microorganisms. Vitamin D3 (natural source of vitamin D) is also added to contribute to the normal function of the immune system as well as regulating a healthy inflammatory response. For more information call 44 (0) 1460 243230 or visit Women s Care Probiotic Flora Women s Care Probiotic by Washington-based Flora Inc. is designed to address the specific needs of a woman s body and includes eight strains of beneficial bacteria including a high level of Lactobacillus species. Lactobacillus strains produce lactic acid which helps to maintain natural pH balance and supports healthy yeast balance. This formula is designed to support daily digestive and vaginal health. Women s Care Probiotic (30 capsules MSRP 21.49) requires no refrigeration is convenient for traveling no enteric coating required because of its bile and acid resistance and includes a full spectrum of probiotics for the small and large intestine. For more information call (800) 498-3610 or visit Just Thrive Probiotic & Antioxidant Dr. Ohhira s Probiotics Dr. Ohhira s Probiotics Original Formula combines ancient fermentation techniques with modern science to create a powerful formula that remodels the GI (gastrointestinal) environment to encourage the growth of all healthful strains of naturally occurring bacteria while discouraging the invasive strains Texas-based Essential Formulas said. This product was developed by renowned microbiologist Iichiroh Ohhira PhD and a team of distinguished research scientists from Okayama University 30 years ago. Available in 10- 30- and 60-ct. options the suggested retail price is 12.96 36.25 and 59.35 respectively. For more information call (972) 255-3918 or visit 40 VITAMIN RETAILER Just Thrive by Illinois-based DMS Natural Health LLC is a researchproven probiotic supplement that captures the power of hundreds of thousands of years of nature s design. Just Thrive replaces the outdated approach of reseeding the gut to reconditioning the gut--favoring the growth of good bacteria and strengthening whole-body health and immunity. Its specialized spore-based bacilli formulation guarantees the survivability of the probiotics through the stomach and upper digestive system. It not only provides digestive and immune support but also delivers antioxidants and short chain fatty acids directly to the GI tract via the probiotic strain known as Bacillus indicus HU36. Each 30-day 30-capsule supply has a suggested retail price of 49.99. For more information call (877) 788-1100 or visit WWW.VITAMINRETAILER.COM AUGUST 2016 Genesis Today Probiotic Texas-based Genesis Today s Probiotic consists of 45 billion live cultures of probiotics through 14 diverse strains. Each serving also features a blend of organic superfoods including acai goji mangosteen noni and beet. Together the probiotics organic superfoods and prebiotics support digestive function immune function intestinal balance and regularity. Certified gluten-free Genesis Today Probiotic (MSRP 45.99 90-ct.) is encapsulated in delayed release vegetarian capsules to prevent the probiotic strains from stomach acids. For more information call (800) 916-6642 or visit PRO-15 Hyperbiotics PRO-15 (MSRP 48.00 60-ct.) by Nevada-based Hyperbiotics features 15 diverse strains and a patented time-release delivery making it 15 times more effective than standard capsules. The probiotics are released over an eight to 10 hour window to ensure survival past stomach acids. These easy-to-swallow pearl tablets are a fraction of the size of standard capsules and are shelf-stable at room temperature thanks to the use of a patented manufacturing process called LiveBac. Hyperbiotics formulas are always vegetarian non-GMO and free of lactose gluten soy sugar iron nuts artificial flavors artificial colors and preservatives. For more information call (800) 711-5958 or visit KeVita Master Brew Kombucha Every bottle of handcrafted KeVita Master Brew Kombucha (15.2 fl. oz. MSRP 3.99) is naturally energizing and low calorie with a bold brewed tea taste. Fermented with a kombucha tea culture MBK has beneficial organic acids two strains of live probiotics four billion CFUs and organic caffeine that all supports digestive and immune health. KeVita Master Brew sets itself apart from other leading competitors with it s proprietary filtration process which filters out live yeast and floaties common in many kombuchas. This creates a smooth and superior standardized kombucha that is the only verified non-alcoholic kombucha currently on-shelf. KeVita Master Brew Kombucha is available in nine flavors. All KeVita drinks are certified organic non-GMO gluten free non-dairy vegan kosher and handcrafted at its Oxnard CA facility using the very finest ingredients. For more information call (888) 310-6106 or visit Nordic Naturals Probiotic Gummies KIDS California-based Nordic Naturals Probiotic Gummies KIDS has 1.5 billion live cultures and is a synergistic formula that combines Bacillus coagulans a potent probiotic with a proven ability to survive and thrive in the digestive tract with prebiotic fiber. This comprehensive blend helps to rebalance intestinal flora and support digestive health in children 2 years and older. In yummy merry berry punch flavor Probiotic Gummies KIDS promotes overall digestive health facilitates intestinal balance and supports immune system function. No refrigeration is required and there are no artificial colors flavors sweeteners or preservatives. Available in a 60-ct. bottle for a suggested retail price of 19.95 Probiotic Gummies KIDS is certified gluten free. For more information call (800) 662-2544 or visit BerryDophilus Extra Strength Healthy Trinity California-based Natren s Healthy Trinity only uses bacteria super strains developed through years of research grown in its own privately owned laboratory. These three bacteria strains have proven to be the most beneficial for the specific regions or functions of the gastrointestinal tract. The proprietary Oil-Matrix ensures unmatched survivability and stability of the live bacteria to resist stomach acid and bile to arrive alive for unsurpassed efficacy and customer satisfaction. Healthy Trinity is available in a 14-capsule 30-capsule or 60-capsule bottle for 35.95 69.95 and 126.95 respectively. For more information call (800) 992-3323 or visit AUGUST 2016 WWW.VITAMINRETAILER.COM Illinois-based NOW s Extra Strength BerryDophilus provides 10 billion CFU from a combination of 10 clinically validated probiotic bacterial strains designed to support gastrointestinal health and healthy immune system function. Healthy intestinal flora also helps to create a favorable environment for the absorption of nutrients. BerryDophilus can be used by both adults and children (50 chewables MSRP 24.99) and is sweetened with xylitol. BerryDophilus won t harm teeth and it tastes great. For children (age 2 & up) and adults Chew one tablet one to two times daily between meals or on an empty stomach. For children under two use only on the advice of a health care practitioner. 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 (888) 669-3663 or visit VITAMIN RETAILER 41 HEALTHANDNUTRITION Will Innovative Delivery Systems Entice People to Take Their Vitamins By Mark Becker I am such a dietary supplement and functional food junkie. I take about 75 pills a day that includes capsules to tablets to soft gels. I have a wide variety of powders and liquids lying around as well. I have also dabbled in chewables and gummies. I probably spend 300 to 400 every month on these products. And every month I think to myself am I getting the health benefits these products claim to provide Or am I producing a bunch of expensive urine That said I have been an endurance athlete for more than 30 years having participated in more than 300 events over that time including more than 150 triathlons of Olympic distance or longer 100 marathons and numerous other events including ultramarathons and rough water swims from Alcatraz to the mainland. I truly rely on these products. And based on my longevity in a sport that is notoriously hard on the body I have realized profound benefits 42 VITAMIN RETAILER from taking these products. Still if I could nail down delivery systems where I can get the maximum absorption I could not only create a better dietary supplement regimen but save hundreds of dollars as well. This is where retailers can provide great value to their customers. As previously mentioned those who take supplements are concerned about absorption. For example while it may be true that tablets can pass through a person s digestive system without breaking down when this occurs it almost always indicates a problem with something other than the pill itself. People with poor digestive health often do not adequately absorb dietary supplements. Then there s the old wives tale that vitamins make expensive urine. Interestingly multivitamins and B complexes contain vitamin B2. This vitamin markedly changes the color of urine normally making it much more yellow. After an hour or so after taking the supplement a visit to the bathroom usually reveals the change in urine color. I can understand why so many conclude that their vitamins have not been absorbed. But this is not the case. Vitamins from supplements are absorbed the same way as vitamins from food. No vitamin whether from food or supplements can go directly from the stomach to the bladder. The only way vitamins can change the appearance of urine is if they have been filtered from the bloodstream by the kidneys. The only way this can occur is if the supplement has been absorbed through the digestive tract. And the only way this can happen is if the supplement breaks down easily or is otherwise manufactured to be bioavailable. So contrary to the myth when you see color changes in your urine associated with your supplement it s not evidence of it being wasted. It s confirmation that it s been broken WWW.VITAMINRETAILER.COM AUGUST 2016 down absorbed and made available to body tissues. One final point about absorption faster isn t necessarily better. Many people spend the extra money for liquid supplements based on a belief that they will absorb faster than capsules or tablets. They might but the time difference between complete absorption of liquids versus other forms 20 to 30 minutes does not amount to a noticeable nutritional advantage. In fact where higher potencies are concerned slower absorption may be preferable to fast absorption. This is because there are limits to how fast and how much of a given nutrient the body can absorb over a certain period of time. When you overwhelm these absorption pathways you waste nutrients. Slower is better when it comes to essential nutrients. Many supplements are available in a time-released format just for this reason. For other types of supplements such as pre-workout formulas the faster absorption does make a difference. Therefore I thought it might be useful to elaborate on delivery systems that typically appear on retail shelves. Retail staff should understand the aforementioned information when considering what is the best delivery system for their customers Tablets & Capsules One thing to watch out for in tablets and capsules are binders and fillers. Binders and fillers can include lubricants and disintegrates to aid the body in absorption. But these are added ingredients your body does not need. Soft gels These are becoming a popular dosage form for the administration of liquids suspensions and dry powders in the dietary supplement industry. Soft gels can be an effective delivery system for oral dietary supplements especially poorly soluble nutrients. This is because the fill can contain liquid ingredients that help increase solubility or permeability of the ingredient across the membranes in the body. Liquid ingredients are difficult to include in any other solid dosage form such as a tablet. Because of their smooth contour and shape soft gels are very easy to swallow regardless of size. They also offer superior shelf life to capsules liquids and powders since they are completely sealed and airtight. The manufacturing of soft gels is specialized and considerably more expensive than tablets or capsules. Therefore AUGUST 2016 WWW.VITAMINRETAILER.COM soft gel product pricing is also more expensive. Powders Like liquid supplements powder is more rapidly absorbed by the body than a supplement in pill form. This is one of the reasons that protein powders are superior to protein pills. Although the topic is hotly debated many body-building experts believe that the ideal time for protein absorption is immediately after exercise. If you take protein pills your body isn t able to utilize the protein in the pill for hours. In addition many supplements that are available in powder form are soluble or dissolvable in water. This allows individuals to take their supplements in liquid form which is both preferable and easier for many people. Liquids If you do not like swallowing pills a liquid supplement may be the delivery system for you. Liquid vitamin supplements enter the blood stream faster than powdered vitamins because the body begins absorbing liquid vitamins through the mucus membranes in the mouth and throat. Be aware that liquids may taste great but many liquid supplements include preservatives that can interfere with the active ingredients. Isotonic vitamins Meaning same pressure isotonic has the same chemical resemblance of the body s blood plasma and tears. This means that the body has less work to do to obtain maximum absorption of the nutrients. The isotonic state allows nutrients to pass directly into the small intestine and rapidly absorb into the bloodstream. Little nutritive value is lost making the absorption of nutrients highly efficient while delivering maximum results. The fluids in the body that are the same or close to the same concentrations to one another include blood tears sweat urine breast milk and the contents of your intestines. The stomach protects the walls of the intestines. It doesn t matter what is eaten the stomach will make every effort to break it apart adjust the acidity and appropriately dilute food to an isotonic state. The concept at the root of isotonic supplements is that rather than taking pills capsules liquids or absolutely anything else that will be held up in the stomach for up to four hours exposed to acid and generally broken down why not take an isotonic vitamin on an empty stomach and allow it to pass through virtually unscathed into the small intestine where very high absorption rates can be achieved. One delivery system I neglected to mention is gummy and chewable supplements. These can truly be appealing because of their colors and tastes but most are very high in sugars and have fewer active ingredients making them less effective in delivering the desired benefits. A large and technologically impressive selection of delivery systems is currently available for people of all ages and ultimately it will be your customer that will choose the delivery system he or she likes best. Today s advanced delivery systems are extraordinary in their ability to enhance nutrient bioavailability provide supplement versatility and offer options based on your specific nutritional needs. For me this sounds fantastic. But in the end in a nation that is largely devoid of nutritional discipline will these delivery systems entice people to take their dietary supplements every day That is the challenge for retailers. VR Mark Becker is an account manager for Vivion a raw materials distributor based in Vernon CA. He has worked as a natural products sales and marketing executive for 20 years. Becker has written more than 300 articles and has hosted or been a guest on more than 500 radio shows. He obtained a bachelor s in journalism from Long Beach State University and did master s work in communications at Cal State Fullerton. For more than 30 years he has participated in numerous endurance events including more than 150 triathlons of Olympic distance or longer 102 marathons and numerous other events including ultramarathons and rough water swims from Alcatraz to the mainland. He has relied on a comprehensive dietary supplement and homeopathic regimen to support his athletic professional and personal endeavors. Follow Mark Becker on Facebook at marklbecker and on twitter at becker_mark. For more information visit or VITAMIN RETAILER 43 NATURALMEDICINE with Dr. Michael Murray Caffeine & Energy The Good and The Bad B Y M ICHAEL T. M URRAY ND T here is no question that caffeine is a stimulant that can increase both physical and mental activity. Cultures all around the globe have safely and enthusiastically utilized plantbased stimulants in traditional beverages to help them make it through the day with higher energy levels. Green tea guarana cola nut and cocoa are good examples. In its natural form the caffeine is provided along with plant compounds that tend to lessen some of the negative effects of caffeine such as anxiety and nervousness. For example in addition to containing caffeine green tea also provides the compound L-theanine which counteracts some of the effects of caffeine on the brain that can lead to nervousness and interference with sleep. Caffeine Affects People Differently The effects of caffeine can vary from one person to the next. It comes down to how frequently a person consumes 44 VITAMIN RETAILER caffeine as well as how quickly their liver breaks down caffeine. For example if you regularly ingest caffeine you develop a tolerance to it. If you don t regularly consume caffeine or a slow metabolizer of caffeine the effects are much more pronounced. Controlled studies of the effects of caffeine on performance have a long history dating to the late 19th century. Early studies showed caffeine intake improved performance in many repetitive tasks. For example when typists were given caffeine during coffee breaks it increased both the speed and accuracy of typists. In fact the whole development of the coffee break was probably related to companies wanting to encourage the use of coffee to ramp up performance. There is now such a large body of scientific evidence on the performance enhancing effects of caffeine it is an undeniable fact. Caffeine intake can definitely improve attention and reaction time. However one area where caffeine consumption does not appear to improve performance is in complex mental processes. Caffeine does not make you smarter or help you focus with mental clarity and focus. If you want more mental energy with enhanced cognition it is recommended to use a natural caffeine source in combination with GABA (discussed below). There are a few situations where I do not recommend consuming any significant amount of caffeine (e.g. daily intakes in excess of 30-50 mg) including people very sensitive to caffeine or those with insomnia depression anxiety chronic fatigue fibrocystic breast disease or high blood pressure. If you suffer from one of these conditions and seek to increase your energy levels I would recommend herbal approaches such as extracts of Withania somnifera Rhodiola rosea or Siberian ginseng. Often extracts of these plants are combined into formulas designed to restore adrenal gland health or support dealing with stress. WWW.VITAMINRETAILER.COM AUGUST 2016 Table 1. Caffeine Content of Common Drinks Product Brewed-graved Instant Drip Espresso Starbucks regular Decaffeinated Black or green teas Instant black tea Jolt Mountain dew Mellow yellow Coca-Cola Dr. Pepper Pepsi Cola Monster SoBe No Fear Red Bull Serving size Coffees 8 oz. 8 oz. 7 oz. 2 oz. 16 oz. 8 oz. Teas 7 oz. 7 oz. Soft drinks 12 oz. 12 oz. 12 oz. 12 oz. 12 oz. 12 oz. Energy drinks 16 oz. 16 oz. 8.3 oz. Caffeine (mg) 80 135 40 108 115 175 100 259 5 6 50 60 30 71 being used as energy enhancers I would recommend starting with a dosage of 100-125 mg no more than twice a day. And I would recommend using natural sources of caffeine along with key B vitamins an adrenal adaptogen like Withania somnifera (ashwaganda) and the natural form of GABA (PharmaGABA). to six hours. Unlike other pharmaceutical GABA enhancing medications natural GABA is gentle non-addictive with virtually no side effects. Beyond Energy Some Additional Health Benefits of Caffeine Caffeine intake appears to have some considerable health benefits for certain people. For example studies have shown that coffee may protect against heart disease Alzheimer s and Parkinson s disease type 2 diabetes and liver disease as well as boost mood and general sense of wellbeing. The key however is to make sure you can metabolize caffeine properly. If caffeine makes you a bit nervous anxious or irritable it is a good indication that you are a slow metabolizer of caffeine and it is best to avoid it. Sometimes research on caffeine can be contradictory because of how the study group might metabolize caffeine. For example research on the effects of coffee consumption on heart disease has been a mixed bag--one study finds no correlation between coffee consumption and heart disease while the next shows a strong link between coffee consumption or caffeine intake and having a heart attack. To clarify the picture researchers measured the activity of the liver enzyme that detoxifies caffeine--cytochrome P450 1A2 (CYP1A2). When the researchers divided the group according to whether they possessed a form of this enzyme that quickly metabolizes caffeine (CYP1A2 1A) or slowly metabolized caffeine (CYP1A2 1F) suddenly the picture on the impact of caffeine intake became very clear. As you can see from Table 2 those with the rapid caffeine breakdown actually decrease their risk of a heart attack by drinking coffee while slow caffeine metabolizers actually dramatically increase their risk Drinking four cups a day of coffee was associated with a 17 percent decrease risk in fast metabolizers and a 260 percent increased risk in slow metabolizers. So here is the take away point. If GABA and Caffeine Natural Sources of Caffeine Three of the best natural sources of caffeine for health benefits are green tea guarana and yerba mate. Green tea is well known while guarana and yerba mate are still relative unknown to most American consumers. Both plants are from the lower Amazon region of South America. Like other caffeine-containing plants guarana and yerba mate have historically been used to sustain people during long journeys or long hours of work. And like green tea in addition to caffeine and related stimulants both guarana and yerba mate contain health promoting polyphenols that dampen some of the negative aspects of caffeine while at the same time exert health benefits of their own--in particular excellent antioxidant activity. A Question of Dosage What is an effective dosage of caffeine It really depends upon the person s habitual use size and how quickly they break down caffeine. It is estimated that the average daily dosage of caffeine for dietary food and supplement sources in the United States is roughly 250 mg per day for adults. I certainly would not recommend going above that value. For dietary supplements AUGUST 2016 WWW.VITAMINRETAILER.COM GABA (gammaaminobutyric acid) is 58 the most important and 53 abundant neurotrans45 mitter in the brain. It is critical in regulating 41 feelings of nervousness 37 and anxiety by inhibiting (calming) the activity of adrenaline and 160 other stress neurotrans141 mitters. GABA is often 67 viewed as the brain s braking system. In situations of stress the brain typically responds with an increase in GABA activity to slow down the stress response. PharmaGABA is produced through a natural process using Lactobacillus hilgardii (the bacteria used to ferment vegetables in kimchi preparation). While studies with synthetic GABA have not shown the same benefits studies with PharmaGABA have shown it to actually enhance the beneficial effects of caffeine on performance but at the same time counteract some of caffeine s anxiety producing effects. Other clinical studies with PharmaGABA have shown it to increase the production of alpha brain waves creating a profound sense of physical relaxation while maintaining mental focus. When ingested orally PharmaGABA activates the nervous system in a way that Table 2. Risk of Heart Attack and Coffee Consumption sends a powerful signal to areas of the Number of Fast Slow brain that promote the Cups Per Day Metabolizers Metabolizers parasympathetic nerv 1 1.00 1.00 ous system. At a 1 0.48 1.24 dosage of 100 to 200 mg effects can be felt 2-3 0.57 1.67 as soon as five minutes 4 0.83 2.60 and can last from four VITAMIN RETAILER 45 NATURALMEDICINE you suspect you are sensitive to caffeine avoid it entirely as it puts your health in risk. ity. In other words one person might metabolize caffeine 15 times faster than someone else. One of the major drawbacks in conventional medical research is that it is almost entirely based on the attempt to homogenize the study population. In other words the research model assumes that we are all alike. What is becoming clearer all of the time is that each of us has our own biochemical individuality. That is certainly the case when it comes to how we respond to caffeine. 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 Final Thoughts Caffeine beverages are the most widely-consumed beverages in the world. There are huge variations in population groups--for example about 50 percent of Caucasians have the slow variant compared to only 10-15 percent of Asians. Researchers have found a remarkable 15-fold variation in its activ- ESSENTIAL FATTY ACIDS OPPORTUNITIES TO EDUCATE AND EXPAND THE MARKET (Continued from page 35) addition to brain-boosting omega-3s the supplement contains vitamins A and D3. Carlson also launched Elite EPA Gems for adults a highly-concentrated EPAonly supplement with 1 000 milligrams of EPA in each soft gel to support optimal cardiovascular health. In May of 2016 Nordic Naturals announced the release of Omega Curcumin a first-in-kind product containing 1 000 mg of omega-3s with a patented form of curcumin that s more than 65 times more absorbable than other forms of curcumin as well as powerful antioxidants. We ve added the important antioxidants NAC [N-acetylcysteine] and L-glutathione to round out the formula providing full support for the body at its foundational level for cellular stress and recovery. Nordic Naturals Omega Curcumin is essentially four products in one stated van der Meulen. Barlean s newest formulation is Eye Remedy an emulsified EFA product containing 1 000 mg of EPA DHA with the addition potent carotenoids lutein astaxanthin and zeaxanthin to support healthy vision and protect eyes from damaging blue light exposure. This comprehensive formula is a delicious tangerine fla46 VITAMIN RETAILER vor and provides amplified absorption due to the emulsification of the ingredients said Johnson. Bluebonnet s most recent launch in the essential fatty acid category was Natural Omega-3 Kosher Fish Oil Vegetarian Softgels one of the only products on the market offering EPA DHA and docosapentaenoic acid (DPA). Weinhardt explained that the soft gels are made from low-oxidant fish oils which ensures greater stability longer shelf life and prevents the undesirable smell and taste typically associated with omega-3 supplements. The formula has been validated as a non-GMO source of fish oil with natural mixed tocopherols and is the only kosher fish oil on the market bearing this on the label. Support for Retailers We offer a large number of promotional and educational materials on omega-3s to help increase sales and consumers interest in Nordic Naturals at the store level van der Meulen said. Retailers can build their sales of our brand by choosing from items like floor displays end cap posters and educational brochures for customers as well as more focused pieces that work at shelf to greet customers and sell individual products. Carlson Labs has found a unique way to assist retailers. In addition to their active demo program and strong support regarding in-store and online education the company offers activity booklets for kids and omega-3 rich recipe booklets to provide to customers. To further help retailers enhance sales Weinhardt stressed the need to provide end caps and displays that focus on patented and branded materials in addition to highlighting clean label initiatives such as allergen-free non-GMO and products that are free of artificial ingredients. Her other tips included renovation of the EFA department by making it interactive as well as cross-merchandising EFA-related products and combining supplements and omega-3-rich food and beverages on the same end cap or display. Avoid too much product redundancy she advised. Focus on three popular items for an overall foundational approach to healthy living and then rotate on a monthly basis. For example provide an end cap with Bluebonnet s Natural Omega-3 Heart Formula plus Certified Organic Flax Seed Oil 1 000 mg Softgels with a food that is high in EFAs such as almonds or walnuts and provide literature that states the benefits of each and merchandise accordingly. VR Extra Extra Essential fatty acids may help with depression. Visit to learn more. i For More Information Barlean s (800) 445-3529 Bluebonnet Nutrition Corporation (281) 240-3332 Carlson Laboratories (847) 255-1600 Global Organization for EPA and DHA Omega-3s (GOED) (801) 746-1413 Nordic Naturals (800) 662-2544 Wiley s Finest (740) 622-1072 WWW.VITAMINRETAILER.COM AUGUST 2016 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 Black is White Toothpaste CINCINNATI OH--Black is White Toothpaste by Curaden AG in Switzerland is an all-natural whitening toothpaste that is carbon based. The toothpaste contains no SLS or bleaching agents and has very low abrasion. A 90-mL tube has a suggested retail price of 30- 40. Black is White is safe trendy and effective the company said. For more information call (513) 871-9200 or visit Fitness & Recovery Kit WASHINGTON NJ--Herbalist & Alchemist s (H&A) new Fitness & Recovery Kit is designed for physically active people. The kit includes four of herbalist David Winston s formulas Fit Adapt Muscle Joint Tonic Aspirea Compound and topical Compound Arnica Oil. As with all H&A kits comprehensive information by Winston is included. The new kit joins six other kit offerings Stress Support Immune Support Digestive Support Travel Healthy Kid s Support and the Restorative Cleansing Protocol. Each kit contains four 1-oz. bottles and has a suggested retail price of 44.95. For more information call (809) 689-9020 or visit Sleep Support SUGAR LAND TX--New to Bluebonnet Nutrition s line is Targeted Choice Sleep Support Vegetable Capsules that are nonGMO vegan and kosher certified. The formula contains a blend of amino acids herbs botanicals and superfruits--free-form L-theanine 5-HTP from giffonia seed extract valerian root extract passion flower whole herb extract chamomile and tart cherry fruit extract to help support a restful sleep for those with occasional sleeplessness. Sleep Support contains the necessary nutrients at scientifically substantiate potencies to help inhibit cognitive and other stressors support restful sleep and promote a state of relaxation. Contact the company for pricing. For more information call (281) 240 3332 or visit InflaDox SUNNY ISLES BEACH FL--InflaDox by Arnet Pharmaceutical Corporation is a multiherbal-based supplement. This natural supplement may help in reducing pain and it promotes a healthy inflammation response that has a myriad of benefits the company stated. InflaDox is an excellent source for supporting joint health and it contains a high grade of active ingredients. InflaDox is offered in a 60-ct. bottle for a suggested retail price of 44.99 as well as in a 120-ct. bottle for 79.99. For more information call (844) 343-4369 or visit Melatonin Gummies ARLINGTON HEIGHTS IL--Melatonin a hormone produced by the pineal gland in the brain helps regulate the body s circadian rhythm the internal clock that controls when people fall asleep and wake up. Disruptions in the sleep-wake cycle can occur for a variety of reasons including bedtime light exposure from a tablet or smartphone jet lag changing seasons working late and poor vision. Carlson s Melatonin promotes relaxation and a healthy sleep pattern so users fall asleep and stay asleep. The all-natural gummy form makes for a convenient tasty bedtime snack the company said. Melatonin Gummies (MSRP 9.90 60-ct.) help restore the body s clock so the consumer can sleep soundly and wake up feeling revitalized and refreshed. These statements have not been evaluated by the Food and Drug Administration (FDA). This product is not intended to diagnose treat cure or prevent any disease. Kuali Amaranth Snack Bars MIAMI FL--Kuali superfood snack bars are available in three different presentations Amaranth Snack Bars with Chia and Quinoa Amaranth Snack Bars with Cocoa and Amaranth Snack Bars with Cranberries. The Amaranth seed is a superfood that served as one of the Aztecs staple foods as well as used in ancient religious ceremonies. Amaranth is a complete plant-based protein. The snack bars are vegan gluten-free non-GMO and are only 80 calories with 0 mg of cholesterol and no trans fat. Each pack of six bars has a suggested retail price of 9.99 and are a sweet alternative to rice crispy treats and candy bars the company said. For more information call (786) 478-6402 or visit For more information call (800) 234-5656 or visit Insulated Tumbler CHICO CA--The Insulated Tumbler by Klean Kanteen has a double-wall vacuum insulation that keeps beverages hot for two hours and ice up to 10. The tumbler is durable and won t break like glass. The 8-oz. Insulated Tumbler (MSRP 18.00) is perfect for espresso whiskey or mixed drinks while the 20-oz. Insulated Tumbler (MSRP 27.00) is good for iced coffee hot tea or lemonade the company said. For more information call (530) 592-4552 or visit 48 VITAMIN RETAILER WWW.VITAMINRETAILER.COM AUGUST 2016 Easy-to-use Kefir Fermenters SUMMERVILLE SC--According to Microbiota Inc. kefir is known as the best probiotic food beverage and its numerous health benefits are scientifically proven. Homemade kefir exceeds kefir from grocery stores due to freshness taste absence of additives and number of live microorganisms and it is more cost-effective. Old technology used for hundreds of years needs several steps and is time-consuming. Microbiota Inc. s invention Milk Water Kefir Fermenters (patent pending) simplifies the original kefir making process to one simple step pour milk and drink kefir after 20 to 24 hours. Microbiota Inc. also has devices for kefir curd and whey separation and fermenters for water kefir. Five sizes are available .35 L 13-oz. .5L 17oz. .8L 27-oz. 1.0L 34-oz. and 1.5L 50-oz. for a suggested retail price of 10 to 30 depending on the product selected. For more information call (513) 293-6856 or visit Probiotic Gummies KIDS WATSONVILLE CA--With 1.5 billion live cultures Probiotic Gummies KIDS by Nordic Naturals is a synergistic formula that combines Bacillus coagulans a potent probiotic with a proven ability to survive and thrive in the digestive tract with prebiotic fiber. This comprehensive blend helps to rebalance intestinal flora and support digestive health in children two years and older. In yummy merry berry punch flavor Probiotic Gummies KIDS (MSRP 19.95 60-ct.) promotes overall digestive health facilitates intestinal balance and supports immune system function. No refrigeration is required and there are no artificial colors flavors sweeteners or preservatives. For more information call (800) 662-2544 or visit Protein Water DOWNERS GROVE IL--Optimum Nutrition s (ON) Protein Water is ready-to-drink whey protein isolate-infused water that delivers 20 grams of protein and 4.5 grams of BCAA s in every bottle. ON Protein Water contains less than two grams of carbs zero fat and sugar and is very low in sodium. The anytime-anywhere drink is available in three refreshing flavors--Icy Blue Raspberry Orange Freeze and Tropical Fruit Punch--and is appropriate for consumption pre- during or post-workout for hydration and support of muscle growth and recovery. The suggested retail price for a single 16-oz. bottle is 2.99 or a pack of 12 for 35.88. For more information call (800) 705-5226 or visit Klean BCAA PEAK ATP PITTSBURGH PA--To achieve optimal results athletes require consistent training the proper fuel and adequate recovery. Amino acids are the building blocks of all body proteins and branched-chain amino acids are crucial to an athlete s recovery and muscle tissue repair. Klean BCAA PEAK ATP is a NSF Certified for Sport supplement that supplies a 2 1 1 ratio of the branched-chain amino acids leucine isoleucine and valine as well as 400 mg of ATP in each serving. PEAK ATP has been shown to support peak physical performance by increasing strength power and muscle gain allowing the body to train longer harder and stronger. This unique combination provides a direct source of energy to the muscles for performance and recovery. The 258 g bottle has a suggested retail price of 48 or a regular delivery price of 43.20 with a 10 percent subscription discount. These statements have not been evaluated by the Food and Drug Administration (FDA). This product is not intended to diagnose treat cure or prevent any disease. Pancake Syrup & Unfiltered Honey SUGAR LAND TX--Wholesome Organic Raw Unfiltered Honey (MSRP 8.99 16 oz.) is decadent with a butterscotch essence. Honeybees make this multi-floral nectar in protected organic hives in Southern Mexico and South America. Honeybees forage only on the wild jungle wildflowers and then the honey is strained of its natural hive debris and heated to 120 degrees Fahrenheit so it retains its beneficial and naturally occurring pollen and propolis. The company also introduced the new Organic Lite Pancake Syrup with half the calories per serving of the original. With all natural ingredients Lite Pancake Syrup (MSRP 5.99 20 fl. oz.) maintains the sweet flavor but avoids using high fructose corn syrup artificial preservatives colors and flavors. It is USDA Organic Certified NonGMO Project verified gluten free vegan and kosher. For more information call (800) 680-1896 or visit VITAMIN RETAILER 49 For more information call (855) 255-5326 or visit Acid Indigestion Relief PITTSFORD NY--Maty s All Natural Acid Indigestion Relief Syrup combines safe ingredients like apple cider vinegar turmeric and ginger for fast-acting relief from occasional acid indigestion and heartburn the company stated. Maty s natural ingredients help maintain healthy acid levels in your digestive tract and enhance your body s natural healing power. Since it is made with whole food ingredients it s safe for pregnant women. If a known food is problematic take Maty s All Natural Acid Indigestion Relief before eating. Each 4-fl.-oz. bottle has a suggested retail price of 10.99. For more information call (528) 218-0507 or visit AUGUST 2016 WWW.VITAMINRETAILER.COM NEWPRODUCTS Curcumin C3 Chewable BRADLEY IL--Curcumin C3 Chewable is more biologically active than traditional curcumin extract said manufacturer Redd Remedies. The company captures the active metabolites of turmeric root and delivers them in stable and bioavailable forms resulting in greater potency stability antioxidant activity and healthy inflammation management. Compared to their parent curcuminoids tetrahydrocurcuminoids are a better way to take turmeric every day the company said. Available in two sizes 60-ct. (MSRP 27.99) and 12-ct. (MSRP 7.99). For more information call (888) 453-5058 or visit ohso Probiotic Chocolate Bars LEONIA NJ-- Exclusively from Solgar ohso Belgian chocolate bars with probiotics helps keep the digestive system healthy. Using patented technology ohso delivers live cultures to the digestive system three times more effectively than dairy products. Available in Original and Orange Flavors ohso is non-GMO free of gluten nuts and hydrogenated oils and is only 70 calories per bar. Both Original and Orange flavors come in either a seven-bar pack (MSRP 9.98) or a 24bar pack to retailers (MSRP 1.45 per bar). For more information call (201) 944-2311 or visit Reliant Recovery Water TACOMA WA--Reliant Recovery Water takes purified water adds electrolytes and then modifies the water by stabilizing increased oxygen. This results in a functional beverage that delivers more oxygen to cells vs. regular water. Scientific research has shown that Reliant Recovery Water will reduce physical stress and accelerate muscle recovery. The water contains no sugar no calories no artificial coloring no added ingredients other than electrolytes and natural flavors from pressed oils and provides a fresh taste for hydration. Reliant Recovery Water (MSRP 2.99 500 mL bottle) comes in three flavors Original Cucumber Mint and Peach. For more information call (877) 922-2601 or visit Colon & Bowel Probiotic GREEN BAY WI--From the creators of Terry Naturally dietary supplements Colon & Bowel Probiotic is designed to reduce occasional digestive and intestinal discomfort. Each 30-capsule box (MSRP 29.95) contains the blend FloreSure which consists of 20 billion live probiotic bacteria all having a history of human use. It is also non-dairy based which accommodates individuals who are cannot properly digest dairy. For more information call (920) 406-6500 or visit SUPPLEMENTSCIENCE (Continued from page 39) well for you that does not mean it won t work well for a customer. Stated simply sell to the customer not to yourself. Rely on what the research shows not your own personal experience--which is not to say that you can t use your personal experience to help sell a product when it does work for you. herb powders or crude extracts not standardized extracts. However if their Ginkgo biloba leaf product is a crude extract this is problematic for two reasons. First only standardized ginkgo leaf extracts (e.g. 24 percent flavone glycosides 6 percent terpene lactones) have been researched in humans and found to offer cognitive benefits. Second some crude extracts from ginkgo leaves contain the constituent ginkgolic acid. This constituent can have strong allergenic properties and might have possible mutagenic and carcinogenic properties. Standardized ginkgo leaf extracts contain no greater than 5 ppm in concentration of ginkgolic acids making it both safe and effective. It is also important to consider the company s past track record and whether or not you have had previous negative experiences with various products offered by that company. While a single isolated negative experience with a product may not mean anything repeated negative experiences should be a red flag. VR Gene Bruno MS MHS the dean of academics for Huntington College of Health Sciences is a nutritionist herbalist writer and educator. For more than 30 years he has educated and trained natural product retailers and health care professionals has researched and formulated natural products for dozens of dietary supplement companies and has written articles on nutrition herbal medicine nutraceuticals and integrative health issues for trade consumer magazines and peerreviewed publications. He can be reached at gbruno Do I Trust the Company It is important to consider the basis upon which the company formulates products. Ideally formulations should be based upon real science not marketing science or personal philosophy. To be clear while I have nothing against personal philosophy it should not serve as the basis for product formulations without accompanying scientific support. For example it may be a company s philosophy that all of their herbal products should only provide whole 50 VITAMIN RETAILER WWW.VITAMINRETAILER.COM AUGUST 2016 OFFTHEPRESS Book Publishers--Submit new books to Janet Poveromo Vitamin Retailer 431 Cranbury Road Ste. C East Brunswick NJ 08816 JanetP Digital Signage Made Simple for Retailers This book explains in nontechnical terms how digital signage works how to select the right equipment and software financial costs and benefits digital signage management positioning screens and how to target the right messages at the right time to the right consumers. Author David Bawarsky DSCE has more than 35 years of experience in helping thousands of companies to use technology effectively with unique marketing messages. He is currently the CEO of mySignageNow a provider of digital signage solutions. The book aims to increase sales build brand and keep customers informed and entertained. Author David Bawarsky Pages 236 Price 54.95 Publisher CreateSpace Publishing Contact (954) 336-7878 What s Your Potion In What s Your Potion the author provides readers with more than 100 liquid refreshment recipes to enhance good health and uplift mind body and spirit. By tapping into her Latin American and European cultural background she inspires readers with these charming and easy-to-make beverages. Based on the concept that mindful consumption can help a person attain self-fulfillment and self-realization emphasis is placed on enjoyment of smoothies teas coffees cocoas soups and sauces. In addition nutritional facts folklore and details about ingredients are also included. Author Morwyn Pages 192 Price 29.99 Publisher Schiffer Publishing Ltd. Contact (610) 593-1777 ADVERTISERINDEX ADVERTISER Bluebonnet Nutrition Corp. Continental Vitamin Company Essential Formulas Essential Formulas Global Electronic Technology Mineral BioSciences Mushroom Wisdom Natural Factors Natural Factors Nordic Naturals North American Herb & Spice Now Foods Now Foods (Personal Care) Nutraceutix Inc. Redd Remedies Scandinavian Formulas Inc. Wakunaga of America Co. Ltd. Xlear Inc. Xlear Inc. Xlear Inc. PAGE C4 11 5 17 15 10 37 19 23 7 C2 C3 9 16 14 13 1 3 21 27 PHONE (281) 240-3332 (800) 421-6175 (972) 255-3918 (972) 255-3918 (800) 455-9155 (702) 239-1535 (800) 747-7418 (800) 322-8704 (800) 322-8704 (800) 662-2544 (800) 243-5242 (888) 669-3663 (888) 669-3663 (425) 883-9518 (888) 453-5058 (800) 688-2276 (949) 855-2776 (877) 599-5327 (877) 599-5327 (877) 599-5327 WEB bluebonnet cvc essentialformulas essentialformulas get mineralbiosciences mushroomwisdom naturalfactors naturalfactors nordicnaturals nahs nowfoods nowsolutions nutraceutix reddremedies scandinavian wakunaga xlear xlear xlear INDUSTRYEVENTS September 21-24 2016 Natural Products Expo East Baltimore Convention Center Baltimore MD (303) 998-9208 October 4-8 2016 SupplySide West Mandalay Bay Las Vegas NV (866) 230-2311 October 20-23 2016 The National Association for Holistic Aromatherapy 2016 University of Utah Conference Center & Botanical Garden Salt Lake City UT (919) 894-0298 December 1-4 2016 SOHO Expo Gaylord Palms Convention Center Kissimmee FL (727) 846-0320 AUGUST 2016 WWW.VITAMINRETAILER.COM VITAMIN RETAILER 51 Back Talk Lauren Singer Founder The Simply Co. thesimplyco thesimplyco https thesimplyco THIS MONTH Lauren Singer is author of the Zero Waste blog Trash is for Tossers and founder of organic cleaning product company The Simply Co. An environmental studies graduate from New York University and former sustainability manager at the New York City Department of Environmental Protection the amount of trash that she has produced over the past three years can fit inside of a 16-oz. mason jar. Through her blog she has empowered millions of readers to produce less waste by shopping package free making their own products and refusing plastic and single-use items. New York Magazine MSNBC NBC AOL CNN Yahoo Fox Business BBC and NPR have profiled her work amongst others. Question How hard is it to achieve zero waste How do you suggest someone starts Answer It s not hard at all. For me it s making little changes over time. You can t do this over a day a week or a month--it takes a few months. But they are little simple changes that add up. To get started evaluate the trash that you are making. Go through what you re throwing away and see what there is a lot of. Maybe you re throwing away a lot of water bottles. The simple solution is to get a reusable water bottle. If you see something prevalent then find a way to remediate it. You can go onto my blog because I have a lot of [waste-free] alternatives. Or search online what is an alternative to... It would be way too overwhelming to try to do everything all at once. I think it s much more sustainable to take little steps over time. products that are safe. I thought about my own products--I ve been making them for years and they are effective so I decided to quit my job and launch my company. Right now we do laundry detergent that is safe for our home our body and the environment. Question What can natural product retailers do to cut their store s waste and how can they help their customers become more waste free Answer There are simple things they can do like encourage the use of reusable bags decrease single use disposables in their store and offer more bulk products. Offer products like mine and also offer not just food products but more home and beauty products in bulk and package free. [Allow customers to] bring in their containers and avoid the use of single-use packaging. Offer a significant discount to customers using their own containers for food and really promote that. Have reusable forks and bowls for salad bars. Take extra steps to make your store more sustainable and be progressive in the promotion [of your efforts]. Question How do you define zero waste Answer To me it s from an individual perspective--not contributing trash to landfills. But I do compost and I recycle as a last resort. Recycling is something you do when you have no other options. But it s not the first thing you do. Question How did you start Simply Co. Answer I had a regular job when I graduated from college working in government. But I was running my blog at the same time. People were asking me where they could find products to buy like the ones I was making myself by hand. I started looking in different places to see if there was anything out there. I found that there were some beauty products that were really sustainable and clean but I didn t see anything for cleaning products. And there are no regulations with cleaning products in America so that seemed really seemed unfair to me and to consumers because we have a right to Question How did you start the process and what are you doing differently Question Has the zero waste movement grown Answer Yes it s come a really really long way. I find more people living a zero-waste lifestyle since I started my blog. There are lots of zero-waste stores that are opening--also restaurants and clothing companies--so it s definitely an extension of the idea. People are becoming more conscious about not pointing fingers at other people but looking at themselves and how they can support this in their everyday lives. WWW.VITAMINRETAILER.COM AUGUST 2016 Answer I did it because I wanted to align my values of environmentalism with my day-to-day life. It s all about making different choices. I ll buy food from the grocery store package free instead of buying packaged products. I ll buy food in bulk. I buy all my clothing secondhand I make all my own cleaning products and I use reusable bags. 52 VITAMIN RETAILER Go to nowfoods for info about this advertiser Go to bluebonnet for info about this advertiser