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Description: In This Issue: Easing Stress, Healthy Skin, Digestive Health, and NOW 50th Anniversary V EX ISIT BO P OT O W US H E AT 3 ST 92 0 Don t miss a single issue of VR in 2018 ... go online to renew your free subscription today March18 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 MARCH18 VOLUME 25 NUMBER 3 34 42 56 62 Features 34 A Gut Feeling Probiotics and enzymes continue to dominate the natural digestive health market. Gluten-free & Allergyfriendly Retailer Section 68 72 74 77 Special Report Retail Report Product Focus ACG Update 42 Happy Anniversary NOW Celebrates 50 Years With a commitment to retailers and its founder s mission NOW stands the test of time. 56 The Changing Skin Care Landscape Today s consumers are about more than being skin deep. Here s how to help them put their best faces forward. Visit FreeProductInfo for FREE Product Information or Samples from All Vitamin Retailer Advertisers Also Sign Up for the FREE E-newsletter Copyright 2018. Vitamin Retailer (ISSN 1537-503x & USPS 0019-972) Volume 25 Number 3 March 2018. 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. 62 Easing Stress When everyone is feeling stressed out natural products offer a calming option. Columns 4 30 78 Off the Cuff Retail Fundamentals Supplement Science 82 85 86 Health Over 40 Product Spotlight Natural Medicine Departments 8 12 22 28 89 Hot Sellers Industry News Association News Research Update 92 94 94 96 New Products Advertiser Index Industry Events Back Talk Expo West Booth Preview 2 VITAMIN RETAILER WWW.VITAMINRETAILER.COM MARCH 2018 Go to livon for info about this advertiser OFFTHECUFF Manly Environmentalism ecently Coca-Cola announced its goal to collect and recycle the equivalent of every bottle or can it sells globally by 2030. A company press release stated that Coca-Cola along with its global network of bottling partners will tackle the goal which is part of a holistic plan called World Without Waste through a renewed focus on the entire packaging lifecycle--from how bottles and cans are designed and made to how they re recycled and repurposed. Consumers around the world care about our planet. They want and expect companies like ours to be leaders and help make a litter-free world possible said James Quincey president and CEO The Coca-Cola Company. Through our World Without Waste vision we are investing in our planet and in our packaging to help make the world s packaging problem a thing of the past. Let s face it Coca-Cola is concerned about its supply chain and needs clean water to make its product--since 1995 Coca-Cola has been the lead sponsor of the world s largest volunteer effort benefiting the marine environment Ocean Conservancy s International Coastal Cleanup. The effort is the right thing to do and a smart business decision as well as wise marketing. But do consumers around the world really care about the planet equally as Quincey said It seems men are trailing women in that regard. An article by Scientific American noted that compared to men women litter less recycle more and leave a smaller carbon footprint. It could be women s prioritization of altruism. Another possibility found through Scientific American s own research suggests that men may shun eco-friendly behavior because of what it conveys about their masculinity. It s not that men don t R care about the environment the article stated but they also tend to want to feel macho and they worry that eco-friendly behaviors might brand them as feminine. In one experiment participants of both sexes described an individual who brought a reusable canvas bag to the grocery store as more feminine than someone who used a plastic bag--regardless of whether the shopper was a male or female. So what can marketers do to buffer against the threat posed to men by the green-feminine stereotype Scientific American suggests that eco-friendly marketing messages and materials can be designed to affirm men s masculinity and give them the confidence to overcome their fear of being judged as feminine when engaging in green behaviors. For example in one experiment men who received feedback affirming their masculinity were more interested in purchasing an eco-friendly version of a cleaning product. Men who feel secure in their manhood are more comfortable going green. In addition green products and organizations can be marketed as more Men vironmentally friendly with more masculine fonts colors words and images used in the branding. To illustrate men in one experiment were more likely to donate to a green non-profit with a masculine logo (black and dark blue colors featuring a howling wolf with the name Wilderness Rangers in a bold font) than one with a traditional logo (green and light tan colors featuring a tree with the name Friends of Nature in a frilly font). These findings highlight how the greenfeminine stereotype inhibits men from taking eco-friendly actions and suggest that masculine affirmation and masculine branding may be effective in narrowing the gender gap in environmentalism. Make the man feel manly and he s more likely to go green the article stated. Sounds like good business advice and the right thing to do. Publisher Editorial Director Associate Publisher Daniel McSweeney DanM Russ Fields RussF Advertising Barry Young Sales Manager Barry Editor-in-Chief Janet Poveromo JanetP Managing Editor Shari Barbanel Gluten-free ShariB Section Editor Associate Nicholas Saraceno Editor NicoS Art Director Robert Certo Production Manager RobertC Production Assistant Bryan Zak Graphic Designer BryanZ Contributing Writers Andaleeb Ahmed Gene Bruno Hilary Daninhirsch Terry Lemerond Maria Luci Michael T. Murray ND Cheryl Myers Tricia Ryan Lisa Schofield 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 MARCH 2018 Go to scandinavian for info about this advertiser Go to lifeseasons for info about this advertiser HOTSELLERS What s hot at retailers across the U.S. Garden of Life s new MCT oil is sourced from 100 percent organic coconut along with being non-GMO [genetically modified organism] customers love adding MCT oil into their morning coffee --Nick Beers Store Manager Garners Natural Life NORTHEAST SOUTHEAST MONMOUTH HEALTH FOODS Manasquan NJ VITAMIN MINERAL SUPPLEMENT PureWay Vitamin C by Stallop Formulas SPECIALTY SUPPLEMENT CuraMed by Terry Naturally EuroPharma HERBS BOTANICALS Olive Leaf Extract by Natural Factors FUNCTIONAL FOOD BEVERAGE Millet & Flax Plain Chips by Sami s Bakery PERSONAL CARE Sensitive Skin Moisturizing Cream with Pycnogenol by derma e HOT PRODUCT OF THE MONTH Ubiquinol by Natural Factors GARNER S NATURAL LIFE Columbia SC VITAMIN MINERAL SUPPLEMENT mykind Organics Multis by Garden of Life SPECIALTY SUPPLEMENT Hemp Oils by CW Hemp HERBS BOTANICALS Ashwaghanda Root by Gaia Herbs FUNCTIONAL FOOD BEVERAGE Super Kale Shampoo by Pacifica PERSONAL CARE Kombuchas by Buchi Kombucha HOT PRODUCT OF THE MONTH MCT Oil by Garden of Life MIDWEST CENTRAL SASSAFRAS HEALTH FOODS White Bear Lake MN VITAMIN MINERAL SUPPLEMENT Women s 50 by Natural Factors SPECIALTY SUPPLEMENT Restore4Life by Biomic Sciences LLC HERBS BOTANICALS Organic Oil of Oregano by Natural Factors FUNCTIONAL FOOD BEVERAGE Apple Cider Vinegar (Capsules) by Enzymedica PERSONAL CARE Skin Serum by HyaGlo HOT PRODUCT OF THE MONTH Ionic Silver Water by Health Works USA SUSAN S NATURAL WORLD Cincinnati OH VITAMIN MINERAL SUPPLEMENT Source of Life GOLD by Nature s Plus SPECIALTY SUPPLEMENT Curamin by Terry Naturally EuroPharma HERBS BOTANICALS Deep Sleep by Herbs Etc. FUNCTIONAL FOOD BEVERAGE Whey Protein Products by Bluebonnet PERSONAL CARE Soaps by Dr. Bronner s HOT PRODUCT OF THE MONTH Queen City Hemp Full Spectrum Cannabinoid Products by QC Infusion NORTHWEST WEST WEALTH OF HEALTH Idaho Falls ID VITAMIN MINERAL SUPPLEMENT Power Pak (Entire Line) by Trace Minerals SPECIALTY SUPPLEMENT Curamin Extra Strength by Terry Naturally EuroPharma HERBS BOTANICALS Hemp Oil (Entire Line) by CW Hemp FUNCTIONAL FOOD BEVERAGE Master Brew Kombucha (Entire Line) by KeVita PERSONAL CARE Entire Line by Andalou Naturals HOT PRODUCT OF THE MONTH Hemp Oil by Terry Naturally EuroPharma SHERI S SONSHINE NUTRITION CENTER Lodi CA VITAMIN MINERAL SUPPLEMENT Vitamin Code RAW Iron by Garden of Life SPECIALTY SUPPLEMENT Curamin Extra Strength (30 ct.) by Terry Naturally EuroPharma HERBS BOTANICALS Curamin Extra Strength (60 ct.) by Terry Naturally EuroPharma FUNCTIONAL FOOD BEVERAGE Apple Cider Vinegar by Bragg PERSONAL CARE Lavender Oil by NOW HOT PRODUCT OF THE MONTH Multi-Collagen Protein by Dr. Axe Retailers interested in having their stores featured in Hot Sellers can visit hotsellers. 8 VITAMIN RETAILER WWW.VITAMINRETAILER.COM MARCH 2018 Go to nowsolutions for info about this advertiser Go to gardenoflife 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 Amazon Go Convenience Store Opens n January opened a new convenience store to the public that skips the checkout At Amazon Go in Seattle WA there are no cashiers shopping carts or checkout lines to slow shoppers down according to an article in The Washington Post. (Amazon chief executive Jeffrey P. Bezos owns The Washington Post). In this store shoppers are tracked by hundreds of cameras and sensors from the first swipe of their phone to their last step out the door. The futuristic graband-go market represents a test of new technology that could soon spread nationwide as Amazon and other grocery giants seek to win business from shoppers looking for selection ease and speed. The store relies on a vast and sophisticated data-gathering operation to transform the shopping experience and privacy experts worry that Americans may not fully understand what they re giving away in every aisle. Shoppers walking into the store scan their phone on a subway-station-like turnstile connecting their presence in I the store (as well as their family members or other fellow shoppers) with their Amazon profile. Hundreds of cameras blanket the 1 800-square-foot space tracking shoppers movement and what items they pick up or put back down. The store s cameras include infrared sensors but the company said it does not employ facial recognition. Some items have large camera-friendly codes to help the cameras understand which items have been grabbed the computers combine that information with data from weight sensors installed in every shelf. When shoppers are done they simply walk back out through the turnstiles-- and their phone updates with a receipt along with a trip timer telling them how many seconds they spent on the shopping trip. Amazon has not shared details on the methods involved in its Just Walk Out technology but says it mimics some of the techniques seen in self-driving cars including machine-learning systems that improve over time as well as computer vision the image-processing technology used in Facebook photo tags. Amazon has not shared any plans of a nationwide rollout though some analysts expect it. The company now runs roughly a dozen brick-and-mortar bookstores and spent 13.7 billion last year buying hundreds of Whole Foods grocery stores nationwide. The company will likely have competition from retail giants like Walmart and Kroger America s largest stand-alone grocery chain which are rolling out or planning ways in hundreds of stores for shoppers to skip the cashier by say scanning their items with their phone. Health Plus--Traditional Roots Gets Modern Look ealth Plus (California) announced a new modern look for the brand. In addition most product formulas are being updated to meet the evolving needs of today s natural consumer. The goal of the design is to attract a new generation of natural consumers and to bring attention to the company s commitment to offering the safest highest quality and most innovative dietary supplements on the market. The first of the newly designed products are expected to begin shipping early 2018 with an official launch of the products debuting their new look and formulas at Natural Products Expo West in California. The Health Plus shift in branding and design is focused on what the company said it believes the modern wellnessseeker is looking for. Easy H access to an abundance of information has helped create a more health savvy consumer who is more willing to take a do-it-yourself approach to health and wellness. However this quest for more knowledge coupled with new products that are continuously flooding the marketplace makes it easy for consumers to become confused the company stated. In response Health Plus has concentrated on a clean modern look that highlights key natural ingredients and clearly calls out information consumers often seek. With positive feedback from buyers Health Plus is leading the launch with its top-selling product--Super Colon Cleanse. In addition to the design changes most products will be reformulated to give consumers even better products with more of the key ingredients in smaller serving sizes--the same efficacious doses in fewer capsules. We re proud to re-launch these best-selling digestive and detox formulas in updated packaging and with the best possible formulas said Sunil Kohli COO of Health Plus. We have watched over the years as our natural consumers priorities change and are going to continue to meet these needs with revised labels and formulas which make our currently best-in-category products even more attractive to them. For more information visit WWW.VITAMINRETAILER.COM MARCH 2018 12 VITAMIN RETAILER Go to naturalfactors for info about this advertiser INDUSTRYNEWS NOW Receives Best and Brightest Recognition Sports Line Rolls Out New Labels OW (Illinois) has been selected by the National Association for Business Resources (NABR) as one of the nation s Best and Brightest Companies to Work For for the fifth consecutive year as well as being recognized for the first time as one of The Nation s Best and Brightest in Wellness for 2017. The annual Best and Brightest awards identifies and honors organizations that display a commitment to excellence in operations and employee enrichment that leads to increased productivity and financial performance ultimately celebrating companies that are making better business creating richer lives and building a stronger community. Nominated companies are evaluated by an independent research firm assessing key measures compared to other nationally recognized winners in the categories of Compensation Benefits and Employee Solutions Employee Enrichment Engagement and Retention Employee Education and Development Recruitment Selection and Orientation Employee Achievement and Recognition Communication and Shared Vision Diversity and Inclusion Work-Life Balance Community Initiatives and Strategic Company Performance. One aspect of the selection process involves randomly selected employees at each nominated company completing a confidential survey about their work environment. The Best and Brightest in Wellness award honors companies and organizations that recognize and celebrate quality and excellence in employee and worksite health. The 2017 winning companies were evaluated by an assessment created and administered by a leading wellness systems firm. Valuing and nurturing the well-being of employees has always been part of the NOW culture because we know that they are key to fulfilling the mission we ve followed for 50 years said NOW CEO Jim Emme. We remain committed to providing employment in a healthy and safe environment and we appreciate this validation that we continue to demonstrate to our people N how much we value them. NOW is also investing in third-party certification for detection of banned substances to ensure product purity for the entire extensive NOW Sports line. The company is also updating the packaging to new silver labels with the first lots in stores by the beginning of March. The Informed-Sport certification program a globally recognized assurance program for antidoping in sports nutrition products suppliers and manufacturers is provided by LGC which has 54 years experience in anti-doping control. The program certifies that each and every batch of a supplement product and raw material bearing the Informed-Sport logo has been tested for banned substances by LGC s world-class sports anti-doping lab. Professional Olympic and collegiate athletes will be able to take the nutritional supplements they need to be competitive without fear of failing doping tests. An accredited third party lab will test every batch of each product against more than 200 prohibited substances included on lists such as WADA (World Anti-doping Association) NFL NHL MLS MLB NBA PGA WPGA NCAA and WTA. For more information visit Essential Formulas Updates Box Design for Dr. Ohhira s Probiotics ssential Formulas Incorporated (EFI Texas) announced the launch of a redesigned packaging emphasizing streamlined consumerfriendly product information for awardwinning Dr. Ohhira s Probiotics. While the updated box is new the proven formula based on more than 30 years of research remains exactly the same--the only three-year fermented whole-food supplement that consumers worldwide depend on for improved digestive and microbiome health according to the company. Although sales of probiotics are flourishing with global sales projected to reach 65.6 billion by 2022 according to Global Probiotics Market Trends Insights and Forecasts consumers are still struggling to understand the product labels. EFI is set to lead the industry in presenting product information to maximize transparency and minimize consumer confusion by educating the consumer at the point of purchase. A pioneer in probiotic health and research Dr. Ohhira proved what science now confirms that the most vital and health-promoting aspect of probiotic supplementation is the restorative postbiotic metabolites produced in his exclusive natural three- E year fermentation process stated Brian Craig CEO of EFI. While postbiotics have always been present in Dr. Ohhira s Probiotics the revised packaging now clearly communicates the proven relevance of his groundbreaking research. To focus more fully on the critical message of postbiotics the enhanced product packaging includes Colorful images showcasing the wholesome fruits vegetables mushroom and seaweed used in Dr. Ohhira s revolutionary formula. Bold graphics displaying the synergistic relationship of prebiotics probiotics and postbiotics found only in Dr. Ohhira s Probiotics. Strain names for the 12 selected probiotics used in the three-year fermentation Vertical format to allow for more efficient shelf space. A 100-count box size for frequent users and whole family health. Replacement of the CFU counts with postbiotic education as recent scientific studies have confirmed that quality is more important than quantity and billions are not necessarily better. For more information visit WWW.VITAMINRETAILER.COM MARCH 2018 14 VITAMIN RETAILER Go to nahs for info about this advertiser INDUSTRYNEWS Certified for Sport App Helps Users Find Safer Supplements SF International (Michigan) a global public health and safety organization released its newly designed Certified for Sport app and website to help protect athletes and consumers from potentially harmful ingredients and athletic banned substances in dietary supplements the company stated. The app features enhanced search capabilities side-byside product comparisons and a UPC barcode scanner to find Certified for Sport supplements tested on a lot-bylot basis for more than 270 athletic banned substances. Elite and professional athletes often work with dietitians and trainers to avoid supplements that might result in suspension from competition but consumers also have very good reason to choose supplements with care said Brian Jordan technical manager of NSF s Certified for Sport program. Researchers at NSF International and Harvard Medical School said they recently found potentially harmful stimulants and other illegal dietary ingredients in six untested supplement products. NSF International s Certified for Sport program and the new app help athletes and consumers make more informed decisions when choosing N supplements. MLB NHL and CFL clubs are permitted to only provide and recommend products that are Certified for Sport and players are urged to only use these products. The Certified for Sport certification is also recommended by the NFL PGA LPGA CCES CPSDA and Taylor Hooton Foundation as well as many other sports organizations. In a sport where our athletes are subject to stringent drug testing protocols and penalties it is crucial that our athletes are aware of the risks of the dietary supplement industry and educated on how to make informed decisions about the products they choose to consume said Jon Coyles vice president of drug health and safety programs at Major League Baseball (MLB). Through the support of NSF International s dedicated expert personnel MLB and MLBPA have developed a system where MLB players and club personnel know that NSF s Certified for Sport products are the only products they should use to avoid the risk of a positive test result. MLB and MLBPA recognize NSF International as the gold standard in supplement certification and continue to be impressed by NSF s constant growth and improvements of its program. The newly designed Certified for Sport app provides the functionality to browse the certified products library by name supplement type and goal. In addition users can mark their favorite products and receive up-to-date listings and updates through push notifications. For more information visit Alibaba and Kroger Hold Early Business Development Talks ccording to a report by Reuters Chinese e-commerce and technology company Alibaba Group Holding Ltd and U.S. grocer Kroger Co. (Ohio) have had early discussions on working together including a meeting in which U.S. executives traveled to China a source familiar with the matter said. The business development talks are at an initial stage and it is not clear if they will lead to any cooperation the person said declining to be named. The discussions come as U.S. e-commerce company Inc. has expanded aggressively into groceries with its acquisition of Whole Foods Market. The talks between the two firms were reported earlier by the New York A Post. Spokespeople for Kroger in the United States and Alibaba in China did not immediately respond to requests for comment. In January Amazon opened to the public its Amazon Go checkoutfree convenience store which relies on cameras and sensors to track what shoppers remove from the shelves. Amazon s renewed push into groceries with last year s Whole Foods acquisition put pressure on leading U.S. supermarket Kroger to improve technology including mobile ordering and delivery. Kroger is rolling out curbside pickup as one way to fend off Amazon. Alibaba has been making an aggressive push into working with U.S. and Canadian companies that could be interested in selling in China as well as rolling out its cloud services and payment products. The talks with Kroger were not CEO-level said the person describing Kroger as one of many U.S. companies holding initial discussions with the Chinese company. In China Alibaba s Hema supermarket chain has become a test bed for the e-commerce firm s move into traditional retail where mobile phones are used to order pay and get information about items. Kroger which wants to sell more general merchandise like Amazon and Walmart could direct customers to the Alibaba site where they could buy general merchandise the New York Post reported citing a source. WWW.VITAMINRETAILER.COM MARCH 2018 16 VITAMIN RETAILER Go to carlson for info about this advertiser INDUSTRYNEWS Organic & Natural Health Shows Escalating Growth he third annual Organic & Natural Health Association national conference took place January 23-24 at the Pink Shell Beach Resort & Spa in Fort Myers FL with 64 members and guests in attendance. Dr. Joseph Mercola keynoted the conference educating the audience on effective health strategies and how to reduce risks from environmental toxins including electromagnetic fields. Topics covered by industry expert panelists included discussions on toxins testing and remedies the microbiome emerging markets and the politics and practicality of organic certification. Numbers and stats stole the spotlight at the conference as the list of accomplishments were many for Organic & Natural Health both as seen in the growth and outreach of the organization as well as consumer education and research objectives obtained through research partner GrassrootsHealth 30 the number of members gained since the organization was founded three years ago 75 the percentage of T manufacturer and ingredient supply members participating in the glyphosate testing program 21 the number of ingredients and products evaluated in Organic & Natural Health s glyphosate testing program 40-60 the range in ng ml that your vitamin D levels need to be maintained to see health benefits 80 the percentage of reduction in breast cancer among women age 55 who have vitamin D levels equal to or greater than 60 ng ml 60 the percentage of reduction in preterm birth rates among pregnant woman who maintained vitamin D levels of 40-60 ng ml 700 the number of participants who have enrolled during the past six months in a combined omega3 vitamin D nutrient field trial 12 the percentage of study participants who have sufficient vitamin D and omega-3 levels and 50 million the number of media impressions gained during the Nutrient Power consumer education campaign exposing a wide range of audiences to the benefits of omega-3 vitamin D and the power of knowing your numbers when it comes so measuring health outcomes through testing. Organic & Natural Health will hold its next national conference January 22-23 2019 at a location in Florida to be announced. For more information visit Nature s Formulary Website Crosses A Milestone ne year ago Nature s Formulary (New York) launched a new feature on the popular Dosha test on its website. Visitors can take the Dosha test and download (or receive by e-mail) a lifestyle plan customized for their Dosha combination. In the last 12 months more than 110 000 people have taken advantage of this. The customized report describes the physical and emotional make up of the person and suggests a daily lifestyle plan of herbs foods and exercise to stay balanced and healthy. It also talks about what signs and health conditions to watch for if their Dosha is going out of balance along with what to do get back to a healthier state. The Dosha test feature has been part of our website form the start--we estimate that more than 700 000 people have used this tool to improve their health in the last decade. We all know that integrating herbal therapy with lifestyle changes yields significantly better health results according to P. K. Dav founder and CEO Nature s Formulary. We provide the tools for everyone to take charge of their own health by living a time tested Ayurvedic lifestyle. The url of the Dosha test is test dosha-test . For more information visit Independent Lab Tests on Manuka Honey Brands Present Results new study conducted by England s Fera Science Limited (study commissioned by California-based Pacific Resources International)--a century-old international center for interdisciplinary investigation and problem solving spanning the realms of plant and bee health crop protection sustainable agriculture food and chemical safety in the environment--revealed that several leading manuka honey brands fail to meet New Zealand s exacting manufacturing standards. Central to the new study was testing each product s levels of methylglyoxal (MG)--the naturally occurring antibacterialrich property that sets manuka honey apart from traditional honeys. Since only manuka honey contains MG levels ranging from 100-800 mg kg (with other honeys falling in the 0-5 mg kg range) the presence of high MG numbers along with the important UMF (unique manuka factor) designation ensures that a given product is in fact genuine antibacterial-rich manuka honey. For more information visit O A 18 VITAMIN RETAILER WWW.VITAMINRETAILER.COM MARCH 2018 Go to cvc for info about this advertiser INDUSTRYNEWS Twinlab to Close Utah Facility winlab Consolidated Holdings Inc. (Boca Raton FL) has announced that as part of improving operational efficiencies it will transition the manufacturing of the balance of its products to strategic manufacturing partners. As a result the company expects operations at Twinlab s American Fork UT facility will cease during the first half of 2018. We are streamlining our supply chain utilizing the model of our award-winning NutraScience Labs division stated Twinlab CEO Naomi Whittel. This allows access to exclusive technologies T processes and capacity to deliver excellence in customer service and care while at the same time optimizing our cost structure in support of investment behind our brands. Twinlab is one of the world s most recognized supplement brands and both the Reserveage Nutrition and Alvita brands are known market leaders. Our focus resources and operations will be directed toward continuing to innovate and grow market share within our leading consumer branded products. For more information visit Go to cestsibon 20 VITAMIN RETAILER The American Herbal Products Association (AHPA) announced that Holly E. Johnson PhD a pharmacognosist with more than 20 years of experience will serve as AHPA s new chief science officer. As AHPA s chief science officer Johnson will act as the primary scientific resource for the organization providing individualized technical guidance to member organizations and helping the herbal industry use the latest science technology and research to ensure consumers continue to have informed HOLLY E. JOHNSON access to innovative safe and effective herbal products. Beyond Celiac (Pennsylvania) a patient advocacy organization serving the 2.5 million Americans with celiac disease announced the addition of two new members to its board of directors along with a new board chair. These board members will help further the organization s mission of uniting with patients and partners to drive diagnosis advance research and accelerate the discovery of new treatments and a cure for this serious genetic autoimmune disease the CHAD P. SHAFFER organization stated. Chad P. Shaffer MD FAAFP (assistant professor of medicine retired University of Missouri-Kansas City School of Medicine) was a practicing family physician with more than 25 years experience until becoming ill with refractory celiac disease. In addition to bringing extensive medical experience and a first-hand patient perspective to this board position Shaffer participated in the groundbreaking Beyond Celiac 2015 Research Summit and served as a co-chair of the successful JENNIFER inaugural Step Beyond Celiac Kansas City 5K and Auto Show PLATZKERE SNYDER raising 60 000 for Beyond Celiac in 2017. Jennifer Platzkere Snyder (partner Dilworth Paxson LLP) represents employers in addressing all aspects of labor and employment law including employment discrimination litigation wage and hour compliance restrictive covenants and trade secrets and traditional labor-management relations. In 2017 Snyder was inducted into the College of Labor and Employment Lawyers and she currently serves as the Employer Co-Chair of the American Bar Association s Committee on Practice and Procedure under the National ALAN M. EHRLICH Labor Relations Act. Alan M. Ehrlich MD (executive deputy editor DynaMed and assistant professor of family medicine University of Massachusetts Medical School) joined the Beyond Celiac board of directors in 2016 and assumed the role of board chair in November 2017. Ehrlich brings personal knowledge of celiac disease to this position. WWW.VITAMINRETAILER.COM MARCH 2018 Go to cvsciences for info about this advertiser ASSOCIATIONNEWS Organic Industry Leaders Issue Updated Guidance on Organic Dietary Supplements he American Herbal Products Association (AHPA) the Organic Trade Association (OTA) and Quality Assurance International Inc. (QAI) announced the availability of an updated free resource for the health supplement industry titled Guidance on Formulation and Marketing of Dietary Supplements Under the National Organic Program (NOP). AHPA and QAI originally developed and released the first edition of the document in 2013 OTA collaborated with AHPA and QAI to revise the document to reflect recent developments in the organic industry that may impact supplement products. Food dietary supplement and other products that contain agricultural products grown and processed in accordance with the NOP may be identified as organic if certain conditions are met. Products containing only ingredients that are certified 100 percent organic and produced with organic processing aids if applicable can display the statement 100 percent organic on the product label s principal display panel (PDP). Products containing at least 95 percent organic ingredients and allowed non-organic ingredients and processing aids may display the statement organic on the product label s PDP. These products may bear the U.S. Department of Agriculture (USDA) Organic Seal. Products containing at least 70 percent organic ingredients and allowed non-organic ingredients and processing aids can display the statement made with organic [specified ingredients or food groups] on the product label s PDP. These products may also truthfully identify any certified organic ingredients on a label s ingredient panel. The AHPA OTA QAI guidance document provides an overview of the regulatory requirements from farm to packaged product to help product marketers meet their regulatory obligations for finished organic products and the organic ingredients in those products. The document also describes the types of supplements that are eligible for organic certification under the NOP and the T various NOP labeling categories that are available for several types of supplement products. Growing consumer demand for organic products and ingredients makes it important that all companies have a shared understanding of what is required to comply with federal laws and regulations for organic labeling said AHPA President Michael McGuffin. AHPA thanks OTA and NOP for their support of the organic dietary supplement industry. Companies that market organic dietary supplements must be familiar with the relevant sections of the NOP regulations added Gwendolyn Wyard from OTA. These standards assure consumers that products with the USDA Organic Seal meet consistent uniform standards. Organic certification stands for assurance that a product has been verified to be in compliance with the strict federal regulations for organic said QAI s Jessica Walden. This guidance will greatly assist the industry s in-depth understanding of how the organic production and labeling standards apply to organic dietary supplements. For more information visit or CRN Shifts Dates for The Workshop and The Conference he Council for Responsible Nutrition (CRN) has announced that its annual events The Workshop CRN s Day of Science and The Conference CRN s Annual Symposium for the Dietary Supplement Industry will take place on Tuesday October 16 through Friday October 19 at The Ritz-Carlton Laguna Niguel in Dana Point CA. This is a notable shift from the Wednesday through Saturday schedule previously in place over past years. This date change for 2018 is the direct result of recent stakeholder feedback. CRN understands that attendees want to receive the full value that The Workshop and The Conference offer which means being able to attend all of the sessions CRN President and CEO Steve Mister said. A Tuesday through Friday schedule allows for attendees to fit in more programming during their business week. In particular Mister noted The Conference s popular Breakfast With... session previously T held on Saturday morning has featured such prominent speakers as Joe Scarborough Doris Kearns Goodwin Karl Rove and Robert Gibbs. This year s Breakfast With... session featuring another highly anticipated speaker will be on Friday morning just before the close of the conference. The Workshop CRN s Day of Science is a single full day of presentations taking place Tuesday October 16 followed by an evening reception that dovetails as the kickoff event for The Conference. Conference sessions then begin the morning of Wednesday October 17 and are slated to end by noon on Friday October 19. Additional details and registration for The Workshop and The Conference will be available mid-2018 at 2018events. WWW.VITAMINRETAILER.COM MARCH 2018 22 VITAMIN RETAILER Go to healthplus for info about this advertiser ASSOCIATIONNEWS Botanical Adulterants Prevention Program Focuses on Ginkgo he ABC-AHP-NCNPR Botanical Adulterants Prevention Program (BAPP) has released a Botanical Adulterants Bulletin on ginkgo (Ginkgo biloba) leaf extracts. Ginkgo is one of the most important medicinal plants worldwide. The leaf extracts are used mainly to improve mental performance for circulatory issues such as peripheral arterial occlusive disease and for vertigo and tinnitus. Ginkgo leaf extract dietary supplements have been consistently among the 25 top-selling herbal supplements in the United States for more than a decade. Reports on ginkgo extract adulteration date back to 2003 when researchers observed uncharacteristically high amounts of the flavonoid rutin in a sample of bulk material. The addition of flavonoids from extraneous sources which attempts to bring these ginkgo extracts in compliance with the 24 percent flavonol glycoside content standardization required by various pharmacopeial standards has been confirmed in numerous subsequent papers. The ginkgo bulletin is the second publication by the program on ginkgo adulteration. In 2016 the BAPP published a review in HerbalGram of 11 laboratory analytical studies that documented ginkgo extract adulteration. The new bulletin written by Stefan Gafner PhD chief science officer of the American Botanical Council (ABC) and technical director of the BAPP lists the known adulterants details analytical approaches to detect adulterants and provides information on the cultivation harvest and market importance of ginkgo. T The ginkgo extract bulletin has been peer-reviewed by 20 experts from academia and industry. Ginkgo leaf extract is one of the world s most heavily researched phytomedicines said Mark Blumenthal founder and executive director of ABC and BAPP. Millions of consumers utilize ginkgo extracts for a range of health reasons based on frequently positive outcomes from published clinical trials. However the ginkgo products that they are buying if they are adulterated may not be adequate to perform as well as those ginkgo extracts shown effective in the clinical research. As in many cases of adulteration and fraud this creates a disservice to the public. Adulteration appears to be frequent with some researchers reporting that over 70 percent of the samples tested do not contain authentic ginkgo leaf extract said Gafner. In some instances the ginkgo extract is entirely substituted with a flavonol-rich extract such as a Japanese pagoda tree [Styphnolobium japonicum] flower extract. More often though pure flavonols or flavonol-rich extracts are mixed with ginkgo extracts to produce or to attempt to produce a constituent profile that complies with many pharmacopeial standards of 24 percent flavonol glycosides and 6 percent diterpene lactones. He added Ginkgo adulteration has become rather sophisticated. For some of the commercial samples it is difficult to determine if the ginkgo extract is adulterated or if the discrepancies from the regular ginkgo leaf extract fingerprint are due to differences in the manufacturing process or inadequate storage conditions. The goal of the Botanical Adulterant Bulletins is to provide accounts of ongoing issues related to botanical identity and adulteration thus allowing quality control personnel and lab technicians in the herbal medicine botanical ingredient dietary supplement cosmetic conventional food and other industries where botanical ingredients are used to be informed on adulteration problems that are apparently widespread and or that may imply safety concerns. The ginkgo bulletin is the 13th publication in the series of Botanical Adulterants Bulletins and the 38th peerreviewed publication published by the program. As with all publications in the program the bulletins are freely accessible to all ABC members registered users of the ABC website and all members of the public on the program s website (registration required). For more information visit Beehive Botanicals Adopts Propolis Through ABC s Adopt-an-Herb Program he American Botanical Council (ABC) welcomed Beehive Botanicals (Hayward WI) adoption of propolis through ABC s Adopt-anHerb botanical education program. Propolis is a natural plant-derived bee product that has been used medicinally by humans for centuries. Beehive Botanicals propolis adoption supports ABC s extensive HerbMedPro database ensuring that this essential educational resource remains up to date for researchers health professionals industry students consumers and members of T the herbal and dietary supplements community. HerbMedPro is a comprehensive interactive online database that provides access to important scientific and clinical research data on the uses and health effects of more than 250 herbs spices and medicinal plants. Beehive Botanicals is committed to quality purity and integrity wrote Michelle Forrester the company s chief financial officer adding that participation in the Adopt-an-Herb program reflects the company s commitment to integrity by providing unbiased information on the benefits of propolis. We are deeply grateful for Beehive Botanicals adoption of propolis on ABC s HerbMedPro website added ABC founder and executive director Mark Blumenthal. As a former beekeeper I personally appreciate the opportunity for ABC to create an HerbMedPro record on the scientific and clinical research on this fascinating healing substance. For more information visit or WWW.VITAMINRETAILER.COM MARCH 2018 24 VITAMIN RETAILER Go to naturalfactors for info about this advertiser ASSOCIATIONNEWS Botanical Safety Handbook Promotes Safe Use of Herbal Supplements o help ensure the safe use of herbal supplements and prevent drug interactions the American Herbal Products Association (AHPA) produced the Botanical Safety Handbook to summarize the latest research on the safety of more than 500 species of herbs. The handbook provides consumers health care professionals retailers and herbal product companies with contemporary herb safety data compiled from clinical trials pharmacological and toxicological studies medical case reports and historical texts. The online and printed resource provides information on Drug and supplement interactions including clinical trials case reports of suspected interactions and animal trials Impact on pregnancy and lactation Case reports of adverse events Pharmacological studies on humans T animals and in vitro Toxicity studies Certain people like pregnant women and anyone taking drugs should be especially careful about everything they consume and the Botanical Safety Handbook helps these people use the latest herb safety research to minimize risks like drug interactions. There is an extensive amount of research and information on the safety of herbs sold in the U.S. said AHPA President Michael McGuffin. Anyone who recommends sells or buys herbal products should consider information in AHPA s handbook to understand the safety profile of commonly consumed botanicals. AHPA s Botanical Safety Handbook is not a substitute for consultation with a health care professional. AHPA recommends that consumers of herbal supplements inform their health care provider(s) of such use. AHPA encourages health care providers to receive such communication with respect for the consumers health care choices and seek out accurate and truthful information about herbs. The handbook is available as an online searchable database or in print. For more information visit CRN Welcomes Eight New Companies he Council for Responsible Nutrition (CRN) announced that eight new companies have joined the association s membership ranks. These companies include Voting Members--AlgaTech (Algatechnologies) Ltd. Gemini Pharmaceuticals Inc. Nutraceutical International Corporation and Olly PBC and Associate Members--Aptar Group Inc. Boston BioPharm Inc. Columbia West Capital and Kaiviti Consulting. A complete list of CRN member companies is available at GOED s Executive Director Resigns xecutive Director of the Global Organization for EPA and DHA Omega-3s (GOED) Adam Ismail has announced that he will depart the trade organization at the end of February after GOED s bi-annual conference in Seattle WA. Ismail helped found the organization when it launched in 2006. My new role will still be within the omega-3 industry because I believe passionately in what we are doing to improve human health and I am confident I will be leaving GOED in its strongest position ever in terms of E capabilities and what we are able to do to help this industry particularly with your support as members Ismail said in a statement to GOED members. Prior to GOED Ismail was the manager of business operations at Cargill Inc. (Minneapolis MN). He holds an MBA in finance from IESE Business School and a BSBA in finance from the Boston University Questrom School of Business. GOED s Board is currently searching to fill the executive director roll. For more information visit T Don t miss a single issue of VR in 2018 ... go online to renew your free subscription today March18 26 VITAMIN RETAILER WWW.VITAMINRETAILER.COM MARCH 2018 Go to essentialformulas for info about this advertiser RESEARCHUPDATE Camelina Oil Improves Blood Lipid Profile he use of camelina oil reduces overall and LDL cholesterol levels in people with impaired glucose metabolism according to a new study from the University of Eastern Finland. The findings were published in Molecular Nutrition & Food Research. The study analyzed the associations of camelina oil fatty fish and lean fish with lipid and glucose metabolism and low-grade inflammation. Camelina oil is rich in alpha-linolenic acid (ALA) which is a plant-based omega-3 fatty acid. Earlier research has shown that fish protein and long-chain omega-3 fatty acids found in fish have beneficial T effects on several risk factors associated with cardiovascular diseases. Research evidence relating to the effects of alpha-linolenic acid on these risk factors however remains scarce. The study involved 79 Finnish men and women with impaired fasting glucose concentrations aged between 40 and 72. The study participants were randomly divided into four groups the camelina oil group the fatty fish group the lean fish group and the control group. Depending on their group the study participants were instructed to eat either fatty or lean fish four times a week or to take a daily 30-ml dose of camelina oil for a period of 12 weeks. People in the control group were allowed to eat fish once a week and the use of camelina oil or other oils containing ALA was prohibited. The researchers found that camelina oil had a positive effect on blood cholesterol levels but no similar effects were observed for fatty or lean fish. Moreover there were no significant differences in glucose metabolism or lowgrade inflammation between the groups. For more information visit en etusivu. Drinking Hot Tea Every Day Linked to Lower Glaucoma Risk rinking a cup of hot tea at least once a day may be linked to a significantly lower risk of developing the serious eye condition glaucoma finds a small study published online in the British Journal of Ophthalmology. But drinking decaffeinated and caffeinated coffee decaffeinated tea iced tea and soft drinks do not seem to make any difference to glaucoma risk the findings show. Glaucoma causes fluid pressure to build up inside the eye (intraocular pressure) damaging the optic nerve. It is one of the leading causes of blindness worldwide and currently affects 57.5 million people and is expected to increase to 65.5 million by 2020. Previous research suggests that caffeine can alter intraocular pressure but no study so far has compared the potential impact of decaffeinated and caffeinated drinks on glaucoma risk. The researchers looked at data from the 2005-2006 National Health and Nutrition Examination Survey (NHANES) in the U.S. This is a nationally representative annual survey of around 10 000 people that includes interviews physical examinations and blood samples designed to gauge the health and nutritional status of U.S. adults and children. In this particular year it also included eye tests for glaucoma. Among the 1 678 participants who had full eye test results including photos 84 (5 percent) adults had developed the condition. D They were asked how often and how much they had drunk of caffeinated and decaffeinated drinks including soft drinks and iced tea over the preceding 12 months using a validated questionnaire (Food Frequency). Compared with those who didn t drink hot tea every day those who did had a lower glaucoma risk the data showed. After taking account of potentially influential factors such as diabetes and smoking hot tea-drinkers were 74 per cent less likely to have glaucoma. But no such associations were found for coffee--caffeinated or decaffeinated--decaffeinated tea iced tea or soft drinks. This is an observational study so no firm conclusions can be drawn about cause and effect and the absolute numbers of those with glaucoma were small. Information on when glaucoma had been diagnosed was also unavailable. Nor did the survey ask about factors like cup size tea type or the length of brewing time all of which might have been influential. But tea contains antioxidants and anti-inflammatory and neuroprotective chemicals which have been associated with a lowered risk of serious conditions including heart disease cancer and diabetes said the researchers. Further previous research has suggested that oxidation and neurodegeneration may be involved in the development of glaucoma they add concluding Further research is needed to establish the importance of these findings and whether hot tea consumption may play a role in the prevention of glaucoma. For more information visit WWW.VITAMINRETAILER.COM MARCH 2018 28 VITAMIN RETAILER Go to naturalfactors for info about this advertiser RETAILFUNDAMENTALS Success is in the Details Small things add up to an impactful retail customer experience. By Terry Lemerond here are a number of things that contribute to success in retail but first-rate customer service an irreplaceable staff and pride in ownership are three that stand the test of time. Read on to learn what little things you can do to foster these attributes in your own store and make a big impact on your future growth. T Develop a Genuine Interest in Your Customers I believe that exceptional customer service separates the best from the rest when it comes to retail success. In fact studies show that seven out of 10 Americans are willing to spend more at a business they feel provides excellent customer service. The best way to provide the best service possible is to show a genuine interest in your customers. Make everyone feel important. The first step in showing your customers you care is to recognize each person 30 VITAMIN RETAILER that walks through your door as an individual and not just another body in your place of business. Smile make eye contact and offer a friendly greeting. Let them know your name and that you re there to help. Establish trust. Keep in mind that in a health food store setting customers are often coming in with issues they feel are personal or are looking for ways to treat a serious health condition. For these reasons it s vital to establish trust from the very beginning. Ask questions that make a person feel comfortable and let the conversation lead you to why the customer is stopping in that day. Do your best not to come on too strong as some people can be very sensitive with things concerning their health. Leave a great impression every time. As the owner you can t be the only person taking an interest in your customers. Make sure every employee in your store is committed to being cus- tomer focused with everyone who steps foot in your store. First impressions are extremely important. If the customer s first visit to your store is a good one they re likely to return and tell four to six other people about their positive experience. That s great free advertising for you On the other hand if a customer has a bad experience in your store social media makes it easier than ever for them to share their complaints with friends acquaintances and strangers. In just moments people are able to fire off an unfavorable Yelp review or post their disappointment on Facebook. The widespread use of technology and social media platforms makes customer service more important than ever before Make Personnel a Priority You can t offer exceptional customer service without an outstanding inhouse team so hiring and retaining the WWW.VITAMINRETAILER.COM MARCH 2018 Go to alchem for info about this advertiser RETAILFUNDAMENTALS best staff possible is also vital to your overall success. And just as building relationships with customers is a positive way to grow treating your staff with the same interest and warmth is equally important when it comes to running a successful business of any kind. Get to know your employees. Each member of your team brings a unique skillset to the table. Different individuals will have varied aptitudes for selling problem solving customer service--the list goes on. Get to know your employee s individual strengths and allow them to utilize those assets to the best of their ability. A good leader cultivates the finest in people and allows them the freedom to do their best for customers. Invest in your team. Daily on-the-job training is invaluable when it comes to developing exceptional customer service skills but you can speed up the process by offering your staff additional educational opportunities. Oftentimes the companies whose products you sell offer free training for your store personnel to take advantage of. These trainings help increase staff knowledge and give them more confidence for selling on the floor. Allow employees to take an hour here and there to advance their knowledge--it can have a limitless effect on your bottom line. Hire your best customers. As a store owner I ve found that some of my best customers have made the best employees. Be on the lookout for the most knowledgeable and passionate customers that walk through your door to potentially become members of your team. Repeat customers have usually had great experiences with the products you re selling and who better to sell a product than someone who swears by the results Keep Up Appearances Lastly the overall physical appearance of your store inside and out is critical to making a great first impression and encouraging repeat traffic in your place of business. Strive to keep your store tidy free from clutter and well-maintained at all times. Encourage all hands on deck. From the shelves to the stock room to the restroom train every employee (regardless of their position) to leave everything a little cleaner than they found it. If there s trash on the floor it s everyone s job to pick it up. Is the restroom out of paper towels Is a certain product running low on the shelves Teach all associates how to quickly restock in these situations. If you ve ever traveled to Disneyworld or Las Vegas you know how both of these places despite being two of the most visited tourist attractions in the United States are able to magically keep up the appearance of always being clean and wellmaintained. That s simply because everyone working there is encouraged to lend a hand when necessary. Keep products on-shelf. Nothing shouts disorganized like boxes and other unnecessary objects cluttering up your aisles. Unpack your back stock and get it on the shelves it s not doing any good anywhere else Shelves that appear empty can send the wrong messages to your customers. If you don t have more than one or two bottles of the same product on-shelf you may be inadvertently suggesting that you don t find value in it. Limited product on-shelf also might leave a customer thinking Will they no longer be stocking this product Or even I ll just order it online next time. Keep your shelves fully stocked so your customers can be confident you ll always have what they re looking for. Take pride in aesthetics. Your place of business should convey your pride in ownership to each person who walks through the door. Make sure everything from chipping paint to burned-out lightbulbs are taken care of in a timely manner. Customers notice details you may tend to overlook. Lighting should be bright and plentiful so that shoppers especially your older customers can read everything from signage to packaging labels without straining their eyes. Aisles should have ample room for easy navigation and products should be organized in a manner that makes it easy for customers to find what they re looking for. Warm bright colors on the walls can foster feelings of comfort that will encourage guests to stay awhile and browse. The end goal is to always have your store s atmosphere enhancing the shopping experience rather than detracting from it. If done correctly your store s environment can help create a shopping destination for your customers. VR A highly regarded leader in the natural products industry Terry Lemerond is founder and president of EuroPharma Inc. He also founded Enzymatic Therapy Inc. and PhytoPharmica Inc. and is currently co-owner of the Terry Naturally Health Food Store in Green Bay WI which recently won its sixth consecutive consumer choice award as Best of the Bay. With more than 40 years in the natural products industry Lemerond has researched and developed more than 400 nutritional and botanical formulations that continue to be top-selling products in the market. Lemerond shares his wealth of experience and knowledge in health and nutrition through his educational programs including the Terry Talks Nutrition website newsletters podcasts webinars and personal speaking engagements. He is the author of two books Seven Keys to Vibrant Health and the recently updated Seven Keys to Unlimited Personal Achievement. WWW.VITAMINRETAILER.COM MARCH 2018 32 VITAMIN RETAILER Go to autismhopealliance for info about this advertiser Feeling A GUT Probiotics and enzymes continue to dominate the natural digestive health market. By Hilary Daninhirsch healthy digestive system is a vital component of general health and the immune system overall. Longterm digestion issues run the gamut from gluten-sensitivities to inflammatory bowel disease (IBD) gastro-esophageal reflux disease peptic ulcer disease and diverticular disease while short-term issues include constipation and bloating. Symptoms from these various disorders can differ in type scope and severity but they can be very uncomfortable to the point of interfering with everyday life. For those with dietary sensitivities it can be challenging to go to the grocery store or dine out a restaurant. According to the National Institute of Diabetes and Digestive and Kidney Diseases which is under the umbrella of the U.S. Department of Health and Human Services 60 to 70 million Americans are affected by all categories of digestive diseases. In 2010 this resulted in 48.3 million ambulatory care visits and 21.7 million hospitalizations. A In recent years the already substantial market for natural products to support digestive health has grown even more with probiotics and enzymes leading the way. Probiotics have been widely accepted or adopted by consumers and are now sold in almost every grocery or health store outlet in the country. While a healthy digestive system starts with eating a healthy whole-food based diet consumers are turning towards supplements for extra support whether that be probiotics fiber or enzymes etc. said Corey Friese vice president of product development and compliance at the Illinoisbased Vital Proteins. And there is no shortage of consumers in this product category. With the aging Baby Boomer population as well as the very nature of the common American diet digestive challenges are front and center said Ryan Sensenbrenner director of marketing for the Florida manufacturer Enzymedica. Tina Anderson CEO and co-founder of Just Thrive a manufacturing company in Illinois said that gut health is ground zero for overall wellness. Probiotics typically appeal to those with digestive issues but as more and more research is being done consumers are learning just how critical gut health is to virtually every aspect of our physical and mental well-being. As a result the consumer group continues to grow dramatically said Anderson. Consumer Trends For a family of six all of whom have specific dietary sensitivities grocery shopping was nothing short of challenging so they decided to take matters into their own hands. Owners Jeff and Suzanne Weiner established Eden s Market in 2009 the market is located in Mt. Lebanon a suburb of Pittsburgh PA. We cater to people just like us who follow a gluten-free lifestyle as well as those who have other special dietary WWW.VITAMINRETAILER.COM MAY 2018 WWW.VITAMINRETAILER.COM MARCH 2014 34 VITAMIN RETAILER Celebrating 20 Years of Excellence 1994-2014 requirements said Suzanne Weiner. We have many dairy-free nut-free vegetarian and vegan options. She also carries probiotics digestive enzymes and other gut-specific items along with specialty food and drinks such as kombucha teas and raw fermented foods. This jibes with Friese s observation that consumers are utilizing food as medicine. People like to get functional benefits from food and there are many to choose from when it comes to digestive health. Kombucha kefir sauerkraut and other fermented foods provide beneficial bacteria for our guts. Whole foods such as vegetables and whole-grains provide much needed soluble and insoluble fiber for our digestive tracts. Bone broth or other collagen-containing proteins are becoming popular even to those outside of the Paleo community he said. As for supplements Weiner noticed that both probiotics and prebiotics are trending calling prebiotics ... a fancy name for food to feed the good bacteria. She said customers want quality items that make a noticeable difference in how they feel at a reasonable price point though they are willing to pay more for a product that works than a drugstore brand that does not. Another trend is that consumers are looking for probiotics that are shelf-stable said Jay Levy director of sales at Wakunaga USA in California. spore-forming probiotics meaning they do not come alive until they are in an optimal environment such as our digestive system. This makes them more resilient and provides better survivability in the stomach said Friese. Many of the other products manufactured by Vital Proteins contain collagen peptides or beef gelatin to support digestive health. Collagen contains a unique amino acid profile with high levels of glycine proline and glutamine compared to other proteins. These amino acids are building blocks of many of our tissues including the digestive tract added Friese. People like to get functional benefits from food and there are many to choose from when it comes to digestive health. -- Jeff Weiner Eden s Market An established product line by Texasbased Essential Formulas is Dr. Ohhira s Probiotics. What sets it apart is its manufacturing process which is produced using a three-year fermentation process explained Science and Research Director Ross Pelton RPh PhD CCN. Dozens of organically grown foods are shredded and added to the fermentation vats along with 12 strains of probiotic bacteria. The bacteria are then allowed to ferment digest the foods for three years. During this time the bacteria produce a wide range of compounds we refer to as post-biotic metabolites he said. Another manufacturer of probiotics Wakunaga s bestselling digestive health supplement is its original Kyo-Dophilus formula first introduced 30 years ago. The beneficial bacteria in Kyo-Dophilus are made from human probiotic strains Tried and True Plus New Many manufacturers are relying on old formulations because they ve proven to be bestsellers though some are releasing new products to supplement already successful lines. Probiotics are a well-established product in the natural digestive sector. Anderson said that bacillus sporebased probiotics are all the rage in the digestive health category as consumers are beginning to understand that spore-based probiotics survive the gastric system naturally. Just Thrive Probiotic & Antioxidant a 100 percent spore-based product is the company s bestseller. Later this year the company will launch a liquid probiotic as well as a precision prebiotic. Another spore-based probiotic is manufactured by Vital Proteins. We incorporate a very beneficial probiotic bacillus coagulans into a select line of our products. They are MARCH 2018 WWW.VITAMINRETAILER.COM which encourage ideal colonization in the intestine. They are also heat and acid resistant dairy free and shelf stable at room temperature said Levy who added that it is common for probiotic supplements to contain 50 billion or more organisms in each dose. Regardless of the number of bacteria listed on the labels what really matters is viability. Unfortunately not all probiotic manufacturers guarantee that the bacteria in their products are live and viable at the time of consumption. Without this type of assurance it s hard to tell exactly how many bacteria cells if any are alive when you swallow your supplement. It s also important to make sure your supplement is resistant to stomach acid. This will ensure that the bacteria will survive the journey through the stomach and into the small intestines he cautioned. In addition to probiotics enzymes are becoming more widely used. We re finding every day that consumers are recognizing the importance of enzymes more and more and believe that they offer next-generation benefits for the market today said Enzymedica s Sensenbrenner. Enzymedica manufactures enzymebased products including their bestselling Digest Gold as well as products that combine enzymes with herbal ingredients such as Acid Soothe. In February the company launched a new Betaine HCl formula. Unlike other products on the market that tend to be very harsh ours is incredibly gentle. It combines high-potency Betaine HCl with gentle acid-stable enzymes and Mucosave which provides a protective barrier for the stomach lining said Sensenbrenner. The company also introduced a new Digest Chewable. However enzymes are not new. American Laboratories in Nebraska has been manufacturing digestive enzymes for more than 50 years. A mainstay in the digestive health industry American Laboratories has had success with its three original products the animal-sourced enzyme-based Pancreatin Pepsin and Ox Bile to support indigestion and gluten intolerance. At American Laboratories we have the ability to formulate custom enzyme blends to be utilized in a variety of applications. One blend in particular Glyprozyme is crafted to help with gluten digestion. It contains a specific amount of oxidase amylase and protease enzymes that work together to VITAMIN RETAILER 35 Feeling A GUT hydrolyze the gluten protein chain said Outside Sales Representative Ethan Renner. Other products besides probiotics and enzymes are becoming popular. Since 2014 Biomic Sciences LLC in Virginia has manufactured Restore liquid supplement which Vice President of Product Information Barbara Brand said is a ... new generation soilderived supplement that promotes an optimal gut environment. She said it is neither a probiotic nor a prebiotic but a carbon-rich alkaline liquid comprised of Terrahydrite. Restore is designed to balance gut health support respiratory wellness combat environmental exposures promote immune function enhance mental clarity and promote hydration. It is naturally gluten free said Brand. This all dovetails with what Brand said is the company s tagline Complete well-being begins in the gut. Recently the company introduced Magic Dirt Water packaged and marketed for kids but contains the same formula as what is in Restore. Weiner has begun carrying Restore at Eden s Market as well as Gluten-Go a digestive enzyme that specifically targets gluten to help with cross-contamination issues. Other bestsellers in the digestive health category are MegaFlora refrigerated probiotics as well as nonrefrigerated Sedona Labs probiotics. We encourage our customers to take a supplement regime that covers the basics for good immune system health which includes a multi-strain moderate count probiotic in addition to a multivitamin omegas and any personal issuespecific item said Weiner. Employing principles of ayurveda an ancient holistic healing system the manufacturing company Himalaya based in both Texas and India reported that its bestselling digestive health supplement is its ComfortCleanse to aid in constipation. Ginger and licorice are among the most restorative herbs ayurveda suggests. Both are found in ComfortCleanse and have been used for millennia to promote wellness from stomach to colon by promoting the immune system s protective barrier and encouraging regular elimination without addictive laxatives said Omar Cruz vice president of botanical science. Another product by Himalaya to support intestinal balance is FlorAvani containing ginger pepper and other unique herbs. Changes Market Trends Several factors have contributed to the upsurge in the market including the media spotlight on digestive health especially with celebrities going public about their own digestive health struggles said Weiner. Friese added that this uptick in consumer awareness about gut health helps drive demand and innovation. Other factors that have impacted the market said Pelton are the prevalence of processed and fast food resulting in poor diets as well as the widespread prevalence of environmental toxins. One of the new trends we ve been watching closely is an interest in clean label. We ve partnered with the Clean Label Project as the first supplement brand to be certified as being clean. This means that our products have been tested for a wide array of contaminants including heavy metals pesticides and antibiotic residues. The first products in this program were Digest Gold Digest and Digest Basic as well as our Purify suite of cleanse and detox formulas said Sensenbrenner. Sensenbrenner said he believes the market will continue to climb particularly as more and more people develop an awareness of the importance of digestive health and the role it plays in the immune system. THE GO TO RESOURCE FOR HEALTH AND NATURAL PRODUCT RETAILERS LIKE US ON VR s Upcoming Issue Highlights May 4 4 18 ad closing 5 3 18 ad closing 6 5 18 ad closing Weight Management Science of Supplements--Summer Issue Private Label Annual Vity Awards Issue Minerals Product Sales Training for Retailers Studies and Research The market is also affected by the results of studies and consumers are paying closer attention that is why many manufacturers choose to publicize research on their products. Stores are beginning to demand products that are supported by research and sound science said Anderson adding that the Just Thrive probiotics have been supported by peer-reviewed research. As far as we know we are the only company conducting double-blind human clinical trials on probiotics. The company also has nine other clinical trials going on concerning the effect of its product on leaky gut syndrome. WWW.VITAMINRETAILER.COM MARCH 2018 June July Our 2018 Media Planner Is Available At 2018-Media-Planner Contact One of Our Ad Specialists Today Russ Fields at (732) 432-9600 ext. 102 or e-Mail RussF Barry Young at (732) 432-9600 ext. 103 or e-Mail Barry 36 VITAMIN RETAILER Go to enzymedica for info about this advertiser Feeling A GUT Brand said that her company Biomic Sciences has conducted its own research regarding the correlation between the immune system and digestive health. They looked at the effects of gliadin a component of gluten and glyphosate an active ingredient in some herbicides on the gut lining and have published their findings in two peer-reviewed journals. The effect of Wakunaga s KyoDophilus on allergies recently was studied and earlier studies looked at how the specific combination of probiotics in that product helped to maintain digestive health and parts of the immune system. Friese said that advancement in the digestive health field is continuing to evolve with more effective and stable strains being discovered as well as new delivery systems. Enzymes are also a category with great innovation with many branded ingredients touting multi-functional benefits that go beyond being only a digestive health supplement he said. He believes that making products more personalized and convenient will be the target of innovation in the future. Pelton said that his company is very interested in the emerging field of postbiotic metabolites. These are the compounds that probiotic bacteria produce in the gut. Research into these probiotic-produced compounds (post-biotic metabolites) will be the next phase of the microbiome revolution. Now research primarily focuses on trying to name various new strains of probiotic bacteria and identifying their genome. But in the future the microbiome revolution will focus more on identifying the compounds that various strains of probiotic produce and learning the healthregulating functions of these compounds predicted Pelton. Customer Education Sharing research studies is one way to educate the end consumer about what to expect from a digestive health product an important goal for both retailers and manufacturers. We offer highlights from our clinical trials online so staff and consumers can educate themselves to the promise of our product line said Cruz. Education is king said Friese adding that product demos can be very effective as it allows one-on-one conversations with customers. We also believe in educating our sales representatives which in turn allows them to educate the supplement manager or wholebody associate said Friese. In a retail setting samples go a long way toward making a sale. I m a huge proponent of getting samples for my customers to try first and will not sell something I myself or a truest source hasn t tried said Weiner adding that they hold small seminars with guest speakers two or three times per year. As Just Thrive is focused on research and education the company said that it too helps educate retailers with product literature and results of studies. Spend time on education with store employees and then consumers. Go to americanlaboratories for info about this advertiser 38 VITAMIN RETAILER WWW.VITAMINRETAILER.COM MARCH 2018 Go to genacol for info about this advertiser Feeling A GUT work they keep coming back Anderson advised. Marketing To help market and merchandise their products to the end consumer many manufacturers offer support to their retail partners. For example Biomic Sciences provides ... training in-store presentations point-of-purchase displays with a minimum purchase and consumer brochures said Brand. At Eden s Market the Weiners distribute POS brochures and information Education is key to promoting high quality products that work which in turn keeps customers coming back into their stores. If consumers find products that from the companies whose products they stock. I have sections in my store that are condition-specific and then sometimes will cross-promote items that are multifunctional said Weiner adding that she also relies on electronic communication and social media for updates. One challenge reported by Weiner is that some consumers will ask for products recommended by physicians or something that they see on television. But the staff makes it a point to get to know the customer and their specific needs to help them hone in on the right products. We currently have several local health care practitioners who refer their patients to us for supplements over prescriptions because they trust our knowledge on the subject said Weiner. Friese agreed that the personal touch the face-to-face interaction with customers at brick-and-mortar stores is one of the most effective merchandising tactics particularly in the age of online sales. We train all of our sales representatives to be product trainers and as such they are fully capable of supporting sales staff in stores through private of aisle trainings said Cruz. In addition to samples demos training and literature Essential Formulas also provides a placement guide to its retailers recommending various sections in which its probiotic products should be placed within the store such as among digestion products or in the cleansing section. VR Extra Extra Visit to read about auto-brewery syndrome. i For More Information American Laboratories Biomic Sciences Enzymedica Essential Formulas Himalaya USA Just Thrive Vital Proteins Go to dailymanufacturing for info about this advertiser 40 VITAMIN RETAILER Wakanuga USA WWW.VITAMINRETAILER.COM MARCH 2018 Go to americanhealth for info about this advertiser With a commitment to retailers and its founder s mission NOW stands the test of time. By Janet Poveromo T en years ago when Vitamin Retailer honored NOW (Bloomingdale IL) as Manufacturer of the Year Al Powers then its president recalled the company s progression. Things have changed considerably since the early days of NOW Foods he said. Back in the 1970s we were located in a small facility with just four to five employees including our founder Elwood Richard myself a bookkeeper and a few part-time people who would hand-pack our products. The company is now sold in more than 80 countries has about 1 400 SKUs and some 1 600 employees in North America. There is a lot to credit for NOW s longevity and success but one highlight is the company s focus on quality. NOW s commitment to quality can be summed up in our mantra that what is on the label is in the bottle said Aaron Secrist vice president of quality and regulatory affairs specifics of QA (quality assurance). We are able to say this with absolute confidence because we have total control over the manufacturing of the product we have complete traceability of the raw materi42 VITAMIN RETAILER als that we use and we verify the label claims by testing each finished lot of product. Secrist explained that the process begins with a rigorous and robust supplier qualification program. This includes gathering detailed flow charts showing how the raw materials are processed what starting materials are used information about the source of the starting materials what equipment solvents are used to process the raw materials what allergens may be present and what countries the materials are grown in he said. This is especially important to us because we are serious about making sure that only natural ingredients and processes are used when they are available. NOW does not use GMO (genetically modified organism) starting materials even if the material is highly processed and there is no DNA left when the material is tested Secrist added. If we think the risk is high we will also perform an onsite audit to see for ourselves how and under what conditions the ingredients are made. Once we have ensured that our standards for natural and non-GMO are being met and that the supplier has a food safety plan in place that ensures the identity purity strength and composition of the ingredient we will test samples to make sure that our specifications are met. Our purchasing group cannot buy from any vendor until Quality has approved the supplier and tested qualification samples to ensure that all specifications have been met. Once the supplier is approved and the qualification samples pass the raw materials can be ordered. Once the incoming materials are sampled and tested and meet specifications the products are produced through a very tightly controlled process that ensures the company gets the same output each and every time. Samples are taken at each step of the process to ensure homogeneity and uniformity. After a bevy of other documentation tests and sampling a final review of the paperwork by Quality ensures no step was skipped and that all testing conforms before the batch is released for distribution to the customer Secrist noted. At NOW Foods quality is built into everything we do WWW.VITAMINRETAILER.COM MAY 2018 WWW.VITAMINRETAILER.COM MARCH 2014 Celebrating 20 Years of Excellence 1994-2014 Go to algaehealth for info about this advertiser Retail Natural product retailers find a likeminded partnership when they work with NOW. Vice President of Global Sales and Marketing Family Owner Dan Richard noted that NOW s founding began within the family s own natural food stores. My dad Elwood Richard owned and ran five Fruitful Yield stores in the Chicago area before he started NOW. He didn t start out with the idea of building a brand for health food stores but that s what happened. Richard explained that in order to support his own stores with a unique value brand his father launched NOW in 1968. A very small start led to very slow growth for about 15 years he said recalling that NOW was mostly a regional generic brand for the family s own stores as well as other retailers who bought into the idea of low prices. The company took off in 1985 when MaxEPA fish oils were the rage and NOW was well positioned to capture new sales Richard said. NOW only sold to health food stores and couldn t have conceived how the world would change because of the internet. Even today NOW still prefers to support independent natural food stores because we can still relate closely with our own stores. As an inside sales and customer service manager with NOW for more than 20 years Marymae Lorenzo said she has watched the company grow tremendously while always striving to ensure its customers are satisfied. Our goal is to make doing business with NOW easy and we consistently hear from our retail customers that that is one of the things they like most about us she said. We have multiple ways they can place orders whether they want to pick up the phone and talk to a human being or would prefer to do it online. If there is an issue we work hard and fast to make it right. We offer training programs and free marketing materials to support the stores and help them drive sales. We view our retail customers as our business partners--they have been the key to our success throughout the years and we depend on them just as much as they depend on us. NOW is particularly sensitive to the needs of our retail customers agreed Neil E. Levin CCN DANLA NOW senior nutri44 VITAMIN RETAILER tion education manager. This goes beyond products to also include services offered by our company in line with our company s mission to provide value in products and services that empower people to lead healthier lives. One of the services that NOW delivers is its Product Information service Levin noted. We offer a team of nutritionists to answer product-related questions to both retailers and consumers. This dovetails with our mission and offers transparency related to various concerns including sourcing testing allergens appropriate uses safety data etc. We have the team on line generally from 8 a.m. to 6 p.m. Central Time Monday to Friday and answer more than 97 percent of all incoming calls live. We also answer messages submitted on our website or sent to our email account at productinfo So by honoring the company s mission Levin continued possible only due to the continuing commitment of the management team to our founder s vision to provide services in addition to natural product offerings we hope to empower people to live healthier lives and thus truly live by the Golden Rule. The NOW Mission NOW s mission has really been the same since the company started said Dan Richard. We aim to make quality natural products affordable and to help empower people to live healthier lives. We do not ever intend to outgrow this mission it is what we do and who we are. One way we support our mission is to constantly improve existing products. We have dramatically upgraded our products to be in vegetarian capsules and now have over 1 000 SKUs cer- A look back Bill (second from left) and Elwood (far right) Richard attend trade show Another service NOW offers to retailers is education Levin added. We believe that education is the best way to sell products and support our sales and marketing teams to meet our customers needs by providing credible and useful content. My team helps to create and update the FAQs and other product information on our website often in response to retailer or consumer inquiries. We also provide informational assistance at various trade shows and symposia. We support NOW s NOWledge area of our website which includes webinars and other sessions to view at home to help educate both consumers and retailers. We provide guests for interviews on both local and national radio programs plus podcasts. And we travel around the country offering both product training to retailers and consumer lectures for their customers. For example in 2017 NOW s nutrition team provided 123 separate trainings (to retailers consumers and practitioners) managed and produced a series of 11 webinars were interviewed on 26 radio programs and provided information on its products at 15 trade shows and conferences. tified kosher. We are constantly working to eliminate GMOs from our products while also upgrading sources to be certified organic whenever possible. NOW was created for value and continues that focus with low-cost products processes and expenses to maintain its consistent brand. Our marketing and packaging costs are much lower than normal and we intentionally are frugal with how we source and process our products Richard explained. This is challenging while producing very high quality products but our entire workforce is focused on efficiencies to match our quality and safety goals. It helps that NOW is a manufacturing machine with a large workforce and sophisticated production equipment. We also have advanced lab equipment to support efficient in-house testing of every ingredient we use. The reason our brand exists is to save consumers money on quality natural products he said. If we can t do that then we ve done something wrong because our low overhead structure allows us that advantage. Being private and with zero debt is a big advantage as well. WWW.VITAMINRETAILER.COM MARCH 2018 Go to gnosis for info about this advertiser NOW CEO Looks Forward ere Jim Emme NOW s CEO tells Vitamin Retailer what s most important to the company what its future may hold and what his favorite NOW product is product at consumers at best are going to be disappointed. Or at worst if the wrong ingredient is in the product it could possibly do harm. That s something we believe is fundamental for whatever we make. We don t compromise On Quality on our quality standard in Every year I ask retailers here order to achieve a price point. in the U.S. and around the Being a family-owned comworld what they like most pany we have the independabout the NOW brand and ence to make decisions like consistently the first term they that. JIM EMME bring up is value. We view In order to support that value as the best possible qualquality component we ve made major ity at the best possible price. investments over the years in facilities One of the legacies of our company equipment and in people. In our is with our founder Elwood Richard havBloomingdale manufacturing operation ing been a physical chemist. He believed that there had to be science to here in Illinois we ve got well over 100 million in analytical equipment. We ve back up any statements we would make got 150 people on our quality team to about our products--the ability to test sample and test. We ve got capabilities to analyze whether it is a raw material most companies don t have--we even blend or finished goods. He and I were in alignment with that because my back- have some capabilities that some contract laboratories don t have. ground is in food chemistry so it was easy for me to buy into his vision. In order to have value you have to Elwood s Philosophy have the quality component. If you Our formal mission as a company is to don t have the quality component it provide value in product and services doesn t matter what price you sell the that empower people to live healthier H Family photo top to bottom Dan David Sharon Elwood and Betty Richard 46 VITAMIN RETAILER WWW.VITAMINRETAILER.COM MARCH 2018 Go to eni for info about this advertiser lives. We re not in the business to cure anything we don t have magic bullets-- the brand was founded on value. One thing that makes us unique as a company is that we re a retailer as well. We have 13 stores called the Fruitful Yield in the Chicagoland area. The retail division of NOW was in place since 1962 so that s actually been around longer than the NOW brand which was estab- lished in 1968 to be the house brand for the Fruitful Yield stores. Elwood s philosophy was such that he wanted to treat people fairly to give everybody a fair deal and that philosophy carries over to this day. He also felt that you have to have control of your quality--to ensure freshness of the ingredients to make sure that there are consistent results delivered. He had a Historical Milestones 1948 Paul Richard (Elwood s father) purchases Fearn Soya Foods from estate of close friend Dr. Charles E. Fearn of manufacturing and laboratory space at its Glen Ellyn Road plant 1962 Elwood Richard opens first retail store in Elmhurst IL 1968 Elwood Richard founds NOW Foods - 4 500-square-foot location within Fearn Soya 2012 NOW builds and moves into new 130 000-square-foot facility in Sparks to better serve West Coast customers Al Powers is promoted to CEO of NOW Health Group Inc. NOW s Chief Operations Officer Jim Emme is promoted to president of NOW NOW founder Elwood Richard inducted into the inaugural Industry Hall of Legends NOW moves into its new corporate headquarters at 244 Knollwood Dr. in Bloomingdale 1974 1975 1978 1983 1985 1988 Al Powers joins NOW Foods Retail stores adopt the name The Fruitful Yield NOW expands operations and moves to 7 000-squarefoot Villa Park location NOW introduces Max EPA within two years sales reach an all-time high Elwood s son Dan Richard joins NOW Foods and upgrades labels and catalog NOW moves into a 12 000-square-foot facility in Glendale Heights IL Dan s brother David Richard 2013 NOW celebrates its 45th anniversary NOW s new Sparks facility is LEED Silver Certified by the U.S. Green Building Council 2014 Al Powers retires NOW Health Group President Jim Emme is promoted to CEO NOW wins 7th consecutive Chicago 101 Best & Brightest Companies to Work For award NOW wins first National 101 Best & Brightest Companies to Work For award Elwood Richard honored with the Natural Product Association s Lifetime Achievement Award NOW recognized as a Founding Supporter by Vitamin Angels for 20 years of support 1991 HealthCo NOW s International division is launched by 1993 1994 1995 1998 NOW celebrates 25 years in business NOW expands again and moves to the Mitchell Road location in Glendale Heights (45 000 square feet) Jim Emme joins NOW as plant manager NOW moves into state-of-the-art 203 000-square-foot facility in Bloomingdale IL designed by Elwood s brother Louis Richard 1999 NOW wins an unprecedented 32 Vity Awards 2000 NOW earns GMP certification from the NPA (then NNFA) with an A rating and attains certified organic manufacturer status NOW purchases Puresource in Guelph ON Canada 2015 NOW achieves Underwriters Laboratories (UL) Certification NOW wins 2nd consecutive National 101 Best & Brightest to Work For NOW wins 8th consecutive Chicago 101 Best & Brightest Companies to Work For 2003 2005 NOW opens shipping facility in Sparks NV Elwood Richard retires Al Powers named president NOW acquires Burnham Labs and begins in-house manufacturing of personal care products 2016 NOW wins 3rd consecutive National 101 Best & Brightest Companies to Work For NOW wins 9th consecutive Chicago Best & Brightest Companies to Work For NOW adds state-of-the-art Dupont RiboPrinter for the verification of probiotic strains 2006 2007 2008 NOW becomes the first for-profit business in DuPage County to fly the Earth Flag NOW honored by Nutrition Business Journal for Efforts on Behalf of Industry and Educational Initiatives NOW is named Manufacturer of the Year by Vitamin Retailer Magazine NOW purchases ICP-MS machine for the advanced testing of heavy metals NOW celebrates its 40th anniversary NOW named the No. 1 selling brand in the natural channel according to SPINScan Natural 2017 NOW opens a new 200 000-square-foot distribution facility in Roselle IL Elwood Richard honored at Natural Products Expo West with American Herbal Products Association s (AHPA) Visionary award Elwood Richard passes NOW wins 4th consecutive National 101 Best & Brightest Companies to Work For and additional award for the new Wellness category 2009 NOW expands adding an additional 45 000 square feet 48 VITAMIN RETAILER WWW.VITAMINRETAILER.COM MARCH 2018 Go to indena for info about this advertiser NOW brand. Philanthropy Eco-friendly Sustainability Practices We as a company support several charities. There is a charity committee within the Richard family council that decides which charities to donate to. We tend to support fewer charities but will be more generous in doing so--for example Vitamin Angels. We were one of the first corporations to donate to Vitamin Angels. We truly believe in what they are doing. If the charity aligns with our culture and values we do tend to be generous. We also support a lot of local communities efforts. We don t really market the fact that we support the charities the way we do simply because we feel it s not so much about tooting our own horn as it is about doing the right thing and supporting people who are doing really great work to help others in need. This year for our 50th anniversary we are actually increasing our charitable donations. We re pleased and blessed with the growth that we have. gentleman come into his Elmwood Park store which was the very first store and complain that the product cost was too high and accused Elwood of robbing him. Elwood took it personally and he realized the challenge that the branded product that the gentleman complained about could be bought at the supermarket for a lower price because of the buying volume. It really weighed heavily on him because he didn t want to cheat anybody. The more he thought about it he realized the solution would be to get a health department permit package his own product in the back of the store and create a brand that was exclusive to Fruitful Yield that was high quality and a great price. And thus the NOW value philosophy was born as well as the From a sustainability standpoint we ve always looked at environmental sustainability as doing the right thing for the right reasons but also it s good for business. For example we ve had water savers and infrared faucets for close to 20 years. It not only made good environmental sense it also reduced our water bill and usage so therefore we had a lot of savings. We recycle almost all of our corrugated [boxes] when we recycle we actually reuse boxes when it s not a GMP issue. When we do that we save almost 1 million a year. Not to mention there s a lot of corrugated boxes that don t end up in a landfill. Those that have reached the end of their useful lives we bail up and sell it to a recycler not for a lot of money. We do that with all our plastic. For example there s a lot of stretch plastic that comes in on pallets and raw materials. We recycle all of that. It feels good that we are doing the right thing there but it s also really good business and it keeps our costs down which also supports our mission of value. We ll oftentimes spend money on NOW is producing one million supplement bottles across 50 SKUs with special gold caps. If consumers find a golden ticket inside one of these gold-cap bottles they instantly win 10 000 (upon meeting eligibility requirements and prize verification). 50 VITAMIN RETAILER WWW.VITAMINRETAILER.COM MARCH 2018 Go to stauber for info about this advertiser environmental and sustainability investments even though they don t have a great rate of return. For example in our Bloomingdale manufacturing operation we have about 30 solar panels on the roof of that building. The rate of return is not very good it s probably about 13 years whereas a normal investment would be less than a tenth of that. But we decided it s the right thing to do. Because we re in the upper Midwest we may not get the efficiency out of it. In our manufacturing facility in Sparks NV we have a white roof ... and we did put up solar panels there that have higher efficiency. And we built a lot of energy saving features in that building that we received a Leed Silver Certification for energy efficiency. When we build a new facility we ll certainly learn from the lessons of that and approve upon it even more. The Future As the steward of the company at this point [recently] I celebrated my 23rd year with NOW. I came from a larger corporation and it was Elwood who sold me on the company. I shared a lot of the same beliefs and philosophies as him so it was easy for me to buy into it. I was coming from a multi-billion dollar corporation and NOW at the time was about an 11 million company and I thought how could I step down to that. Moving the clock forward 23 years later we sell products in 80 countries we have 1 600 associates in the company throughout North America and we re over 500 million in annual revenues. We re not small anymore. Going forward we need to pass on our values and our commitment to our mission to those next generations of leaders and associates in our company and also to the Richard family. We want to stay true to Elwood s vision. We need to be adaptive and agile in adopting technology--that will make us more efficient while not compromising our quality. I can see us in 50 years being well past 1 billion in revenue and hopefully in more countries. The big thing is [to] maintain the culture of treating people fairly of following the Golden Rule to treat people the way we want to be treated. Doing the right thing will help you persevere through difficulties--that philosophy has proven true so many times in the history of our company. That will hold us through to the 100th anniversary. Also remain an independent family business so we can make the right decisions for the right reasons and maintain our mission. I believe our culture and our values are sustainable and I m very positive about what the future holds for our organization. On His Favorite NOW Supplement My favorite is glutamine for recovery from workouts. I have a post workout regimen--I m in my 50s and I can still do vigorous exercise but the next day I feel it a little more. If I use proper nutrition after cool down I found glutamine to be extremely helpful with that. I m not ashamed to admit it. VR Industry Praise NOW Foods stands out as a manufacturer because of the people that work there. The level of integrity and hard work displayed by the employees is only one aspect of the company that makes it great. It is not surprising that they continue to be recognized as the Best Place to Work in Illinois. The qualification process that NOW Foods has in place for ingredients continues to set the standard for the industry. It has been our pleasure to grow our business with NOW Foods Cheers to 50 years - Monique Cody Account Executive Stauber Fullerton CA NOW is very demanding in their requirements--they want to partner with the very highest quality raw material suppliers with unique clinically validated ingredients that can pass their rigorous qualification process. It took about a year from start-to-finish for this product launch and that was because NOW fasttracked Organic Astaxanthin because it was such an exciting project AlgaeHealth is extremely happy to be working with NOW on our Organic Astaxanthin Powder because of NOW s reputation. - Bob Capelli Executive Vice President Global Marketing Algae Health Sciences (AlgaeHealth) Irvine CA Today we have a great relationship with NOW. An emphasis on quality innovation traceability clinical substantiation is a priority. They see the value in branded ingredients. We meet regularly with their product development and marketing teams discussing new products technologies clinical studies regulatory challenges global opportunities and market strategies. Through strong leadership NOW has transformed itself from a low cost price-sensitive discounter to a premium well-respected brand in our industry. It is a pleasure to work with them. Congratulations to NOW for your contributions to our industry. Together we celebrate your 50-year anniversary - Greg Ris Vice President Sales Indena USA Seattle WA WWW.VITAMINRETAILER.COM MARCH 2018 52 VITAMIN RETAILER Go to kaneka for info about this advertiser The relationship has a healthy (no pun intended) foundation in communication and exchange of ideas and requirements and opportunities between us. NOW and Gnosis share a common culture dedicated to science performance based and high-quality products which makes the approval process relatively easy and really leaves the adoption of Gnosis-branded ingredients into the NOW product line up to timing and consumer demand. NOW is one of a very small group of companies in the industry that is very discerning and thorough in their product and ingredient choices. This characteristic is of great value to the consumer as well as to us Gnosis since we believe we benefit from a knowledgeable customer. - Mike Petteruti Vice President Gnosis USA Inc. Doylestown PA We supply several key raw materials to NOW. [The company] has a very thorough and sophisticated approach to quality assurance on ingredients they use and has often worked closely with our QC department to resolve testing questions that occur in our ever-changing industry. NOW is committed to quality before cost savings. - Cal Bewicke CEO Ethical Naturals Inc. Novato CA We started selling NOW foods more than 35 years ago. Originally it was a decision to bring in a lower price line of vitamins to compete with the other national brands. It was one of the best decisions we have made. Our original investment of some 20 SKUs has grown to over 500 different products. Price got them in the store and quality has seen to its success. My customers love the selection of not only the vitamins but of the health and beauty products and the food products as well. We love the commitment that NOW has in developing new products and formulas that give me and my customers the results they desire. - Henry and Carol Pietal Owners and Founders Simple Enough Natural Foods Westborough MA We have been selling NOW products over 25 years. We appreciated their goal to provide very high quality at a more competitive price than many other companies. My husband Bob and I were fortunate to visit the NOW facility several years ago which enabled us to see firsthand the laboratories staffed with many quality control stations. I never have any question that NOW will not send a product out that is not fully guaranteed to be the best raw materials. Finally I will say that I have had several sales reps over the years all of whom have been professional and willing to help us out with promotions and educating staff. - Susan Crenshaw Owner of HealtHabit Natural Foods Goldsboro and Kinston NC JOIN VRM MEDIA S FAMILY OF PUBLICATIONS Contact One of Our Ad Specialists Today Russ Fields at (732) 432-9600 ext. 102 or e-Mail RussF Barry Young at (732) 432-9600 ext. 103 or e-Mail Barry 54 VITAMIN RETAILER WWW.VITAMINRETAILER.COM MARCH 2018 Go to probioticsinternational for info about this advertiser Today s consumers are about more than being skin deep. Here s how to help them put their best faces forward. By Lisa Schofield ealthy self-confidence is generated by accomplishment as well as feeling good about looking good. Clear glowing moist mostly wrinklefree skin is the desired canvas for enhancement with color cosmetics for women. According to Naomi Whittel CEO and founder of Florida-based Reserveage Nutrition and author of Glow15 the global beauty supplements market consists of skin care hair care nail care dental care as well as other applications. In 2015 skin care supplements represented the largest share of more than 30 percent of the total global beauty supplements market and are expected to dominate the market in terms of revenue share in upcoming years. Part of the reason for this may be that younger consumers (Millennials) are gravitating away from traditional antiaging skin care creams in favor of ingestible products that tout overall wellness qualities. In other words beauty-from-within has become the skin care H trend Whittel said. Last year Orbis Research (Texas) published its market research paper Global Anti-Aging Market Research Report and Forecast to 2017-2022 tallying the global market for anti-aging products (not just beauty) to be worth 250 billion in 2016 with an estimated CAGR of 5.8 percent to reach 331.41 billion in 2021. This firm segments the global antiaging market by demographics Baby Boomers Generation X and Generation Y. Product categories that are hot report authors wrote include UV absorbers anti-wrinkle products anti-stretch mark products and hair color. The authors asserted Baby Boomer and Generation X are considered as the majority informed and cost-effective customer group for the anti-aging market. Meanwhile the November 2016-published report entitled Growth Opportunities in the Global Skincare Product Industry by market research firm Lucintel is highly optimistic about the future of the global skin care product industry according to the firm there are solid opportunities in the areas of body care lotions sun protection and multi-functional skin cream. In the introduction the authors write Within the skin care product industry facial care is expected to be the largest segment by value and volume. According to the report the active drivers for market growth are increased awareness about what affects skin skin issues and how to promote skin health along with the desire for multi-functional skin care topicals. In the realm of heathy skin there is growth in demand for products that address thwarting sunburn damage as well as providing benefits such as anti-aging (reduction of visual aging factors) as well as skin lightening. The idea of using a topical solution on the face to fight signs of aging has been a practice at least since ancient civilizations. Archaeologists have unearthed evidence that women such WWW.VITAMINRETAILER.COM MAY 2018 WWW.VITAMINRETAILER.COM MARCH 2014 56 VITAMIN RETAILER Celebrating 20 Years of Excellence 1994-2014 Go to neocell for info about this advertiser as the fabled Cleopatra have used such compounds to preserve beauty. Influencers and Ingredients In more recent times anti-aging skin care has become highly specialized and a venerable brand has led market segmentation through several decades-- the mass-market brand Olay has become synonymous with anti-aging. It launched in the early 1950s with a single product Oil of Olay marketed as a beauty fluid to women. It was sold to Procter and Gamble in 1985 which quickly and prodigiously expanded the brand to now include creams and cleansers for all skin types soaps and body wash. The Olay mother brand now has eight boutique sub-brands. And while it is a household name visiting and clicking on product names will show some synthetic ingredients that are not acceptable to the increasing number of women desirous of using only natural and clean label products. The information age has dramatically changed the skin care landscape. Customers now have access to ingredient information that previously lived deep in cosmetic chemist laboratories observed Murphy D. Bishop II CEO co-founder of The Better Skin Co. He credits the numerous bloggers and vloggers who have brought ingredient source safety and efficacy directly to consumers who follow them. Consumers now demand cleaner safer formulas that work. It makes manufacturers accountable which is a wonderful thing he added. In agreement is Tammie Umbel CEO of Virginia-based Shea Terra Organics who noted that with a continued amount of education mainly through blog posts YouTube and online influencers individuals are waking up to the realization that toxic chemicals in their skin care and cosmetics are potentially threatening their health as well as the well-being of the planet. Umbel related that when she launched Shea Terra Organics this peer-influential educational channel was practically non-existent. Social media and the internet share the trials and 58 VITAMIN RETAILER errors of what does and does not work in beauty and skin care. This connection through sharing rather than marketing she emphasizes has unleashed a growing trend toward exploration of plant remedies which often work more effectively for some than toxic chemicalbased products. Beyond just looking good and feeling clean Umbel expounded there is a stronger concern and motivation among consumers to clean toxic chemicals out of their systems and are sharing information with others. The information age has dramatically changed the skin care landscape. Customers now have access to ingredient information that previously lived deep in cosmetic chemist laboratories. -- Murphy D. Bishop II The Better Skin Co. Indeed this is true for products that are ingestible as well as topical (and of course cleaning products). Cherie Boldt marketing account director for Seabuck Wonders Illinois underscored that the skin care category has been evolving to embrace natural and clean ingredients only just a few steps behind the food and beverage category. With the growth of the ingestible beauty products the line between food and skin care has become less distinct so it s only natural that we would see this type of evolution with skin care products she remarked. There have been some more recent trends concerning the evolution of modern anti-aging skin care. Umbel noted Sugar technology has been one of the biggest advances in skin care products sugar has been made successfully into natural surfactants and emulsifiers. And women are looking to exotic plant ingredients that can nourish their skin. Shea Terra Organics special- izes in abundant sustainable ingredients found in African plants. Many of the world s most beneficial ingredients come from harsh arid deserts like the Kalahari Umbel noted. Some of the ingredients featured in the company s line include Africa s gold tree butter African potato baobob rooibos ghassool kigelli marula tsamma oil and West African shea butter among others. Boldt observed that more and more many of us are now drinking and chewing our way to healthier more beautiful skin. Why not slather ingredients from the kitchen directly onto the skin It appears there has been a major uptick in topically applying edible ingredients (particularly superfoods like kale moringa and sea buckthorn). Dry brushing and masks with innovative ingredients such as clay tea and charcoal have also become more popular. Antioxidants in topical products similarly are now being viewed as skin-beneficial natural and safe according to Whittel who noted that the importance of antioxidants such as resveratrol in preventing oxidation that contributes to the appearance of aging skin is well established. Resveratrol is rapidly metabolized and eliminated from the body curtailing its antioxidant ability. Reserveage she stated employs TriActiv Technology a sustained-release process that delivers standardized transresveratrol for up to four hours. Not only does this help protect cells from oxidation for four hours but it provides longer exposure for resveratrol to help activate the longevity gene she said. Choice Products There is quite a lengthy list of desirable skin care products that are natural and clean label as well as sophisticated that will appeal to the most discerning of your customers. The venerable Annemarie B rlind product lines address different skin concerns using unique formulations of botanical extracts according to Georgiana Rowley brand manager of the New York-based company. They are regenerative moisturizing soothing protective with strong antioxidants infused with vitamins ceramides or pH balancing characteristics she described. Further she added the brand s R&D focuses on products that allow women to grow with the brand. For example Rowley offered if a woman uses the Rose Dew and Combination Skin systems in her 20s and 30s she can transition to the LL WWW.VITAMINRETAILER.COM MARCH 2018 Go to mushroomwisdom for info about this advertiser Regeneration and Aquanature systems in her middle-age years. Products that women of any age and skin type can use are the Beauty Essentials (Orange Blossom Energizer Eye Wrinkle Cream Rose Blossom Revitalizer Facial Firming Gel Ceramide Vital Fluid). Third-party dermatological labs independently test B rlind products for efficacy (as well as safety) Rowley added. Specifically test results show quantifiable reduction of wrinkle and line depth increased hydration and regeneration or in case of B rlind s ZZ Sensitive line reduction of skin reactivity to environmental allergens. The results are beautiful younger looking and healthy skin. The Better Skin Co. s products said Bishop follow the regularly updated Whole Foods No List which he deems one of the most comprehensive lists of unfavorable and questionable ingredients. We use technologically advanced plant-based actives that have proven clinical results he said. The company offers a cleanser Better Skin Lava Magik and a moisture-balance cream (Better Skin Mirakle Cream) a vitamin C serum (Epik C) to reduce appearance of fine lines (along with a stick that helps reduce pimples (Zit No More) looking healthier looking skin. Beautiful skin is the best accessory he added. Seabuck Wonders Ultimate Hair Skin and Nails product is perfect for daily use to support beautiful shiny hair and strong nails Boldt said. It s rich in omega-7 from sea buckthorn berry oil and also contains sea buckthorn seed oil as well as biotin for the best beauty support possible. Omega-7 and other components of sea buckthorn oil she said can help to restore the skin s natural omega balance protecting skin cells and aiding with the healing of cells. Our facial cream and body lotion are loaded with the rich omegas (3 6 9 and 7) naturally found in the sea buckthorn berry and provide superior hydration and helps improve the health and feel of skin. Seabuck Wonders exfoliating cleanser contains natural jojoba esters that revive dull skin without roughness Boldt said. Exfoliation boosts blood circulation in the skin freshening complexion and texture it also serves as a deeper cleanse dislodging unwanted material in pores. Shea Terra Organics skin care products are said Umbel based on the knowledge and traditional uses of indigenous peoples throughout the world particularly in Africa. I have collected herbal butters oils and powders from dozens of villages. Many of these materials are unknown outside of their region Umbel shared adding that another distinction is use of the whole plant material as opposed to an isolat- ed part. As opposed to extracts which generally have only a tiny fraction of a bioactive we utilize the whole herb for its synergistic benefits on the skin she said. Retailers that have more food and supplements may indeed want to expand the store s personal care product department. More and more consumers want to cut down on how many retailer visits they need to do in any given errand day. In addition although women love to research new products on the internet this cyberexploration is done more leisurely. When they enter your doors for healthy ingestibles remind them that you have indulgent and clean-label skin care (and body care and hair care and nail care ) products for them to try and enjoy. VR Extra Extra Visit to read about smartphone sun care. i For More Information Annemarie B rlind Reserveage Nutrition Seabuck Wonders Shea Terra Organics The Better Skin Co. 60 VITAMIN RETAILER WWW.VITAMINRETAILER.COM MARCH 2018 Go to naturesway for info about this advertiser By Andaleeb Ahmed S tress and anxiety has become highly prevalent regardless of demographics due to a combination of economic environmental and social pressures. Commonly stress is caused because of inadequate sleep job frustration financial worries and emotional issues which causes anxiety nervousness and frustration. Stress if not properly managed is disruptive to routine life. Uncontrolled and unmanaged stress can become chronic leading to a multitude of health problems including depression heart ailments and autoimmune diseases. The American Institute of Stress reported that a major source of stress among American adults is job stress and that factor has been escalating in recent years as compared to the past few decades. The severity of stress also varies depending on the magnitude of demands and ability of an individual to deal with them. According to the American Psychological Association s report Stress in America Uncertainty About Health Care based on data from the annual Stress in America sur62 VITAMIN RETAILER vey conducted online by the Harris Poll 66 percent of U.S. adults are stressed for their families and themselves because of health care costs. The report also stated that six in 10 adults are under stress because of the uncertain future of health care and coverage. Dr. Frank King the founder and president of King Bio in North Carolina said The American Psychological Association predicted that stress would grow to be a national health crisis. Many statistics point to the fact that even children and pets are stressed these days Stress affects everything from sleep to digestion to pain. To address this concern we formulated Kids Anxiety & Stress Relief Kids Sleep Aid and Anxiety & Stress for pets. The great thing about homeopathy is that when people see it work for kids and pets critics who think it s only a placebo can t say a word. Current Market for Natural Products The increasing cost of prescription medicines and their adverse side effects are driving more consumers towards natural products for overcoming stress and anxiety. Awareness of preventative health driven by media is also a key factor in educating consumers about the potential benefits associated with the natural and clean label. Higher income customers also more confident about economy are willing to spend more money on health and wellness including more holistic approaches. Marci Clow MS RDN and educator at California-based Rainbow Light noted that according to data from SPINS from the 52week period ending Dec. 3 2017 the market for products that provide support for stress and mood is one of the top 10 performing categories for dietary supplements. She added that Rainbow Light offers two products in this category including Men s Multivitamin plus Stress Support and Women s Multivitamin plus Stress Support food-based multivitamins which are right on trend with the market and feature full-spectrum highly bioavailable B vitamins to counteract stress and nervous system response magnesium to promote calm plus full-spectrum digestive support and targeted gender specific botanicals. More companies are now investing in WWW.VITAMINRETAILER.COM MAY 2018 WWW.VITAMINRETAILER.COM MARCH 2014 Celebrating 20 Years of Excellence 1994-2014 Go to europharma for info about this advertiser developing newer formulations of herbs or different combinations of nutrients for decreasing stress levels. Herbs such as ashwaghanda are also picking up pace in natural food stores and conventional supermarkets. More clinical trials are being conducted on adaptogenic herbs to substantiate claims on effectiveness efficacy and safety. According to the published HerbalGram Herb Market Report for 2016 consumer spending in the United States on dietary supplements in 2016 went up an estimated 7.7 percent compared to 2015. Sales growth remained strong as it surpassed 7 billion in 2016. More consumers are switching as more people are weighing the pendulum to natural products to avoid side effects associated with pharmaceutical drugs. Natural Vitality has been supplying the natural products industry for 34 years. Peter Gilham founder of Natural Vitality formulated and reformulated these products first started selling to clinicians and physicians said Andreas Koch vice president of marketing with the Texas-based company. King added What s affected the market for the better is the greater availability of high-quality information online so that healthconscious consumers can research their own health options--that s one of the best things that s ever happened. King elaborated on public awareness of the serious side effects associated with conventional pharmaceutical drugs. However the conventional drug industry which made more than 300 billion in 2017 is fighting to maintain its monopoly over health care choices he noted. their target audience for market positioning and building their brand for profitable growth. As health care costs increase more and more consumers are looking to natural ingredients and dietary supplements for help in alleviating their health concerns. Due to today s consumer demands the annual sales of nutritional supplements are projected to grow steadily through 2020 reaching 155 billion in global annual sales with the U.S. leading those sales according to Gillilan. With so many natural supplement options available to consumers he added It can easily become overwhelming. A consumer is looking for products that combine multiple stress and anxiety-reducing ingredients in an easy to understand formula with proven high-quality ingredients. Additionally there is a big movement towards transparency and the need for education. As a manufacturer it is crucial to be transparent and educational in the efficacy of your ingredients and products. More consumers are switching as more people are weighing the pendulum to natural products to avoid side effects associated with pharmaceutical drugs. -- Andreas Koch Natural Vitality Trending Ingredients Magnesium plays an important role to overcome a number of health problems including stress related-issues and consumers are now learning more about its benefits. Carolyn Dean MD ND medical advisory board member Nutritional Magnesium Association said It s important to note that not all forms of magnesium are easily absorbed by the body. Magnesium citrate powder such as contained in Natural Calm is easily absorbed just mix with hot or cold water and sip throughout the day. Consumer interest in magnesium has increased recently and for the first time purchases of magnesium supplements exceeded calcium supplements last year. People are Market Trends and Consumers Multiple trends including product transparency clean-labeling and personalized nutrition are becoming the norm in the dietary supplements market for managing stress and anxiety. Consumers are increasingly skeptical of a one-size-fits-all approach said DaRon Gillilan CEO of sales with Texas-based LifeSeasons. They are looking for products that help address specific health concerns in a safe and effective way. Thriving consumer markets for stress products has spurred innovation and product developments. Manufacturers are focusing on 64 VITAMIN RETAILER reaching more for natural remedies rather than drugs because these drugs come with harmful side-effects. Koch noted More than 70 percent of the U.S. population is deficient in magnesium-- that might lead to prolonged stress anxiety and nervousness. Natural Vitality s Natural Calm is a fruity effervescent drink that helps maintain the level of magnesium and calcium in your body. Natural Calm is our superstar product that helps with muscle tension sleeplessness cramps and stiffness. He added We use our proprietary blend of ionic magnesium citrate in Natural Calm because we find it is the best form of magnesium for general application. Within the natural market magnesium citrate specifically Natural Calm is the most widely used magnesium supplement. It outsells other forms of combinations by a significant margin and has done so over 10 years. Retailer Brittany Bennet vitamin manager with S&S Organic Produce and Natural Foods in Sacramento CA agreed. Natural Vitality is very popular as people like the brand since it s well absorbed in the body she said. There is increasing demand year after year as people are more focused on their health and buying more natural products. Also physicians are more savvy and recommending natural products to patients. There are number of companies engaged in formulating dietary supplements using herbal blends and natural nutrients to offer customers quality products. LifeSeasons blends herbs and nutrients that are clinically tested to offer consumers potent and effective alternative medicines to treat a number of ailments including stress sleeplessness and anxiety. Dr. Darrin Starkey manager of education and training with Utah-based Trace Minerals said the company has been selling Stress-X Magnesium for the last 20 years to help maintain healthy levels of magnesium. I believe most of us under stress are robbed of mineral balance. Seventy-five to 90 percent of doctor s visits are due to stress and it s costing employers over 300 billion annually. Obviously stress takes a toll on our health. Since magnesium is so important our ConcenTrace helps to maintain healthy levels of magnesium in the body. Trace Minerals offers magnesium in different forms including liquid tablets and powder Starkey noted. He also recommended the following magnesium products from the company Mega-Mag Ionic Magnesium Stress-X Magnesium Powder and ConcenTrace. Gillilan described his company s approach. At LifeSeasons we want to encourage people to take a more holistic and naturopathic approach to their health concerns. That is WWW.VITAMINRETAILER.COM MARCH 2018 Go to traceminerals for info about this advertiser why in 2013 we formulated or best-selling product Anxie-T. Anxie-T is a blend made from ashwagandha GABA Kava Kava theobromine and Ltheanine that provides relief from common symptoms of stress and stress-related sleep problems. David Winston HR (AHG) with New Jersey-based Herbalist and Alchemist agreed that there has been increasing interest in herbs for stress and anxiety in recent years particularly in the adaptogen category. Consumers are accustomed to using herbal products to stay healthy and are now seeking herbal solutions for emotional support. Perhaps it s as simple as acknowledging that life is stressful and increasingly so due to current events he said. Herbal and Alchemist sells Calm Adapt that is a relaxing adaptogenic tonic to balance stress. This product is a combination of different herbs including ashwagandha root Linden flower and leaf oat milk seed (Avena sativa) Reishi mushroom and Schisandra berry. King Bio s product lineup for stress includes Dr. King s Stress Control Dr. King s Anxiety and Nervousness and Dr. King s Adrenal Burnout. King commented Stress Control includes the five famous flower remedies plus more 23 HPUS ingredients made in three different potencies each for an advanced comprehensive approach to overcoming stress on all levels physical mental and emotional. King Bio also introduced Kids Anxiety & Stress Relief and Kids Sleep Aid to address stress issues in children. Retailer Peter Stevenson supplement specialist with Green Acres Market in Kansas City MO said about King Bio Products This is my absolute favorite brand and we get lot of good feedback from our customers about it. These homeopathic products are really spectacular and great support for stress and anxiety. Trace Minerals is also addressing all demographics by offering tablet liquid and powder forms Starkey noted. The company has introduced VitaStraw Magnesium & B6 a highly effervescence form in which magnesium pellets or granules are populated in straw delivery format that slowly dissolves in water. At Wisconsin-based EuroPharma the com66 VITAMIN RETAILER pany offers a number of natural products to treat stress and anxiety using proprietary formulations. According to Cheryl Myers chief of education and scientific affairs at the company AnxioCalm is the superstar product. Developed in Hungary it is clinically proven for safety and effectiveness for American consumers. It is made from a single compound from in Echinacea angustifolia a type of echnacoside. noid system for a more positive reaction to stress anxiety and fear. Emerald Health Bioceuticals introduced gel capsules and is working to introduce chewables and rapid response delivery systems Beutler added. New Products Natural Vitality has recently launched Calm magnesium--fruit-flavored gummies for boosting magnesium levels and balancing calcium. Another new product that the company has added to its portfolio is Calmful Sleep for extra sleep support. Koch noted The product also has a potent blend of sleep-promoting nutrients including Suntheanine a patented premium form of the relaxing amino acid l-theanine calm-enhancing GABA (a non-protein amino acid) and melatonins. LifeSeasons has added a new nootropic product for enhanced concentration a sense of calm and attention span. Neuro-T Brain Focus Support is a combination of bacopa ginkgo huperzine A L-theanine and yerba mate. The highly competitive market is driving the company to continue to focus on high-quality safe proven and potent ingredients to create a more personalized experience. In addition King Bio is investing to bring newer products formulated to address the challenges of children. King explained We spend less time thinking about competition and more time developing unique products to meet the needs of customers. We don t believe any products that are quite like ours so that s why we stay focused. VR 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. Endocannabinoid System Scientific studies have demonstrated a distinct role of the endocannabinoid system as a regulator of the stress response. Physiological systems in the body changes under stress causing a rapid shift in neuro-behavioral processes that can be regulated by the endocannabinoid system. Jade Beutler CEO of Emerald Health Bioceuticals based in California stated Emerald Bioceuticals has developed a unique and novel approach to treat stress and anxiety. It is comprised of lock-and-key receptor sites these sites are estrogen proteins that are activated by endocannabiniods. They are also activated by phytocannabinoids (plants). These cannabinoids fit lock and key to receptor sites (CB1) and (CB2). Our body produces natural chemicals called cannabinoids that interacts with the endocannabinoid system that is equivalent to THC they interact with receptor sites to regulate body functions including mood and feel-good hormones. Emerald bioceuticals have also introduced EndoBliss and EndoSleep products. The company s EndoCalm has been formulated using proprietary full-spectrum PhytoCann Complex as well as herbs and botanicals. The herbs include ashwagandha PharmaGaba Echinacea purpurea and organic hemp seed oil (Cannibis sativas) to calm nerves by supporting the endocannabi- Extra Extra Visit for more information about adaptogens and stress. i For More Information Emerald Health Bioceuticals EuroPharma Herbalist and Alchemist King Bio LifeSeasons Natural Vitality Trace Minerals WWW.VITAMINRETAILER.COM MARCH 2018 Go to kingbio for info about this advertiser GLUTENFREESPECIALREPORT G L U T E N - F R E E & A L L E R G Y- F R I E N D LY R E TA I L E R S E C T I O N By Tricia Ryan BA BSC MBA Where Are We Now Diabetes According to the Centers for Disease Control and Prevention (CDC) there are 30.3 million people with diabetes (9.4 percent of the U.S. population) including 23.1 million people who are diagnosed and 7.2 million people (23.8 percent) undiagnosed. The numbers for prediabetes indicate that 84.1 million adults (33.9 percent of the adult U.S. population) have prediabetes including 23.1 million adults aged 65 years or older (the age group with highest rate). The estimated percentage of individuals with type 1 diabetes remains at 5 percent among those with diabetes. Celiac Disease Celiac disease affects not just children. Currently 60 percent of diagnosed cases are adults of whom 15 to 20 percent are over the age of 60. Celiac disease is diagnosed in 1 250 people in the U.S. Approximately 70 percent of those diagnosed are women. Celiac disease is a non-allergic food hypersensitivity which is caused by a genetic intolerance to gluten a protein found in cereals such as wheat rye and barley. It is estimated that celiac disease affects approximately 1 percent of the 68 VITAMIN RETAILER population and this number is likely to grow in the future. What Are the Connections Between Celiac Disease and Diabetes We first have to distinguish between type 1 and type 2 diabetes mellitus. Type 1 diabetes is early onset and is an autoimmune disease that develops typically in children and adolescents. Type 2 diabetes occurs mostly in adults is not an autoimmune disease and is associated with obesity high cholesterol and related disorders collectively known as metabolic syndrome. Type 1 diabetes is highly linked to celiac disease on a genetic level and 5 to 10 percent of people with type 1 diabetes also have celiac disease. Because celiac disease is usually diagnosed later in life it is most common to have diabetes first. It s quite uncommon for someone to be diagnosed with celiac disease first and then to develop type 1 diabetes unless the person is diagnosed with celiac disease very young. In contrast very little is known about type 2 diabetes and celiac disease. A recently published research study shows that those with celiac disease are much less likely to get type 2 diabetes compared to people without celiac disease. This was an unexpected finding in this study looking at the prevalence of type 2 diabetes in celiac disease. While it was WWW.VITAMINRETAILER.COM MARCH 2018 found that people with celiac disease have substantial protection from type 2 diabetes it s not clear why. In the general population type 2 diabetes is much more common than type 1 diabetes while in celiac disease it s the reverse. For a Consumer With Celiac Disease What Does This Mean Many individuals diagnosed with type 1 diabetes only discover they have celiac disease through routine screening because of the known relationship between the two conditions. Most report having no symptoms of celiac disease and that the diagnosis is sometimes seen as an after-thought to the diabetes. Whether or not individuals have symptoms if a celiac disease diagnosis is confirmed it is absolutely essential to follow a strict gluten-free diet to avoid the health risks associated with untreated celiac disease. Perhaps most important is that the earlier a gluten-free diet is initiated the lower the chances are of a person developing additional autoimmune disorders. foods (e.g. fruit meat) including 21 percent of those aged 25 to 34. What We See With Respect to Diabetic Diets Making changes to one s diet is an important way to manage and prevent type 2 diabetes. Those with diabetes do not need special medicinal food but rather should turn to foods with more vitamins nutrients complex carbohydrates as well as low reduced-fat and sugar offerings. Because it is so important for those with diabetes to manage their blood sugar levels limiting sugar intake is one of the top changes people make to their diets to manage or prevent diabetes. Similarly sugar-free and low sugar are the top two product claims sought on packaged food among those who are currently dieting and who have diabetes. Carbohydrates can also As a Retailer How Can You Support Consumers With Celiac Disease and or Diabetes A study has found that more Americans are turning their backs on eating gluten despite the fact that the prevalence of celiac disease has remained flat since 2009. Celiac disease is an autoimmune disorder affecting the small intestine caused by a reaction to gluten proteins found in wheat and other grains. Today some 3.1 million people across the United States follow a gluten-free diet. Seventy-two percent of them are classified as PWAGs (people without celiac disease avoiding gluten). The number of PWAGs has risen steadily over the past five years amid increasing public suspicions of health problems brought on by gluten sensitivity. affect blood sugar levels so limiting carbohydrate intake is another top method adopted by those who are managing or preventing diabetes. Amid concerns about artificial ingredients many people with diabetes have a desire for more products with natural sweeteners (e.g. Stevia Truvia) as a sugar replacement. In addition agave syrup can be a healthful alternative to sugar as it has a lower glycemic index which means that it is absorbed more slowly by the body and can limit blood sugar spikes. A number of brands have introduced products made with sweetener alternatives and this is a key opportunity for food and beverage manufacturers. Opportunity for Food Brands to Target Those With Diabetes and Celiac Disease Limiting sugar carbohydrates and calo- What We See With Respect to Gluten-free Diets A third of those who eat gluten-free products do so because they believe they are better for their overall health including 44 percent of those aged 45 and over Three quarters (75 percent) of those who eat gluten-free foods have not been diagnosed with gluten intolerance sensitivity or celiac disease 17 percent of all gluten-free consumers eat gluten-free versions of foods more than they eat naturally gluten-free MARCH 2018 WWW.VITAMINRETAILER.COM VITAMIN RETAILER 69 GLUTENFREESPECIALREPORT ries are the top ways to manage diet among those with diabetes. However there are opportunities to promote other types of foods to those with diabetes. As with many of the mainstream population those with diabetes and celiac disease seek foods that are Low sugar calories and carbohydrates High in fiber All natural Organic Gluten free Some of the challenges of this blended diet can include Many gluten-free flour substitutes are much higher in carbohydrate content than their gluten-containing counterparts. Gluten-free products may be highly refined and contain added sugars or starches to mimic the mouth-feel and texture of gluten. Additional insulin and or smaller portion sizes may be necessary to counteract these effects when enjoying such products. Some gluten-free alternatives are made with very low-carbohydrate substitutes and thus standard carbohydrate counts are not appropriate. Administering standard estimations of insulin may result in dangerously low blood glucose levels. Gluten-free carbs need to be kept on-hand for managing blood glucose in instances where gluten-free foods may be difficult to find. For the average person with celiac disease a salad may be a reasonable option at a restaurant that doesn t have a gluten-free menu. However for someone with both diabetes and celiac disease a salad comprised only of vegetables meat and dressing is likely too low in carbohydrates to meet standard meal recommendations for carbohydrates. For many there is a need to use a beverage (like a smoothie or a latte) as a source of carbohydrates. Non-perishables like granola bars protein bars crackers meal supplement drinks and dried soybeans are great to keep in a car pocket or purse. Following general dietary advice for maintaining good health on a diabetic or gluten-free diet is recommended. To maximize the nutritional quality of the carbohydrates being consumed is vital. Whole grains and unrefined unprocessed complex carbohydrates will deliver maximum health benefits while helping to maintain adequate blood sugar levels for these clients. VR G L U T E N - F R E E & A L L E R G Y- F R I E N D LY R E TA I L E R S E C T I O N A brand champion and trend expert Tricia Ryan has more than 15 years of progressive experience in marketing and communications with a focus on food and consumer packaged goods in the food and beverage industry. She is a principal at the Gluten-Free Agency providing strategic and communication expertise on the gluten-free market. She also leads the Gluten-Free Certification Program in its marketing efforts across North America. She has an MBA in marketing and business and has completed her internship as a registered dietitian. 70 VITAMIN RETAILER WWW.VITAMINRETAILER.COM MARCH 2018 Go to pacificresources for info about this advertiser GLUTENFREERETAILREPORT Is it G L U T E N - F R E E & A L L E R G Y- F R I E N D LY R E TA I L E R S E C T I O N Helping Customers Safely Navigate a Gluten-free Diet Gluten Free By Maria Luci Beyond Celiac Communications Coordinator I s this gluten free Such a seemingly simple question. Retailers around the globe are now often faced with answering this question from their customers. While it may seem like the answer would be simple the truth is whether a product is truly gluten free and safe for those with celiac disease or non-celiac gluten sensitivity can sometimes be complicated to determine. Sure if a product is labeled certified gluten free that takes the guess work out and makes everyone s lives easier but if it s not labeled how does a consumer really know It is critically important that retailers understand the needs of their customers and how their products can meet those needs. Gluten-free consumers vary widely in their reasons for seeking out gluten-free products and it s important that those marketing gluten-free options safely serve those who need the gluten-free diet most-- those with celiac disease and non-celiac 72 VITAMIN RETAILER gluten sensitivity. Hidden Sources of Gluten and Confusing Ingredients Gluten is a protein found in wheat barley rye and the derivatives of these grains including malt. However despite knowing where gluten is mostly found there are a number of sneaky ways that gluten can make its way into a product. Cross-contact with other gluten-containing products made by the same manufacturer is one way gluten can get into a product and make a customer ill. Gluten can also hide in foods such as salad dressings deli meats and condiments. There are ingredients and additives that continue to cause confusion in the glutenfree community. Here s a good starting point when answering the question Is it gluten free Why Gluten Free There are a number of reasons that people choose to eat gluten free. However the most important being a diagnosis of celiac disease. Celiac disease is a serious genetic autoimmune disease that is triggered by consuming gluten. When people with celiac disease eat foods containing gluten their immune system responds by damaging the finger-like villi of the small intestine. When the villi become damaged the body is unable to absorb nutrients into the bloodstream which can lead to malnourishment. Left untreated people with celiac disease are at risk for serious health consequences. Those with non-celiac gluten sensitivity also feel ill after eating gluten experiencing similar symptoms as those with celiac disease while lacking the intestinal damage. Any customer requesting gluten-free items should be taken seriously. Frequently Asked About Ingredients Ancient grains There are a wide variety of grains that are considered ancient grains and while some are naturally gluten WWW.VITAMINRETAILER.COM MARCH 2018 free others are not. Gluten-free ancient grains include amaranth millet sorghum and teff. Baker s yeast Baker s yeast is gluten free. Baker s yeast is commonly used in breads. Both active dry yeast and instant yeast are considered types of baker s yeast. Brewer s yeast Brewer s yeast is not gluten free unless specified on the product label. Most brewer s yeast is a byproduct of the beer brewing process and contains gluten from the barley used to make beer. There are some brands of brewer s yeast created using sugar beets and are gluten free. Gluten-free customers should not use brewer s yeast unless it is labeled gluten free. Caramel coloring Caramel color in North America is typically gluten free although gluten-free customers should read labels just to be sure. Corn Corn in its natural form is gluten free. Some people are confused by the colloquial term corn gluten a protein from corn that does not include the actual gluten proteins found in wheat rye and barley. Corn gluten is frequently listed in ingredients in animal feed. Couscous Couscous is not gluten free. Despite its rice-like appearance couscous is made from semolina which is a granule of durum wheat and therefore contains gluten. Maltodextrin This U.S. Food and Drug Administration (FDA)-regulated food is considered gluten free if the ingredient list and or the Contains statement do not include the word wheat. Modified food starch Modified food starch is typically gluten free in the United States. It is an ingredient commonly seen on both gluten-free and gluten-containing packaged foods. Generally modified food starch is made from corn waxy maize and potatoes meaning that those types are gluten free. Modified food starch may contain wheat. However if the product containing modified food starch does use wheat it must be declared on the food label as per the Food Allergen Labeling and Consumer Protection Act (FALCPA) which declares that the top eight allergens must be called out on a food label. It s important to know that this rule only applies to foods regulated by the FDA. Foods regulated by the U.S. Department of Agriculture (USDA) do not need to comply with FALCPA though many do. Oats Technically pure uncontaminated oats are gluten free. The FDA considers them a gluten-free grain under its glutenfree labeling regulations and only requires that packaged products with oats as an ingredient contain less than 20 parts per milMARCH 2018 WWW.VITAMINRETAILER.COM lion (ppm) of gluten overall. However like other grains customers should always use caution when it comes to oats. Even though oats are naturally gluten free a small portion of people with celiac disease still react to them. Some research suggests that a protein in oats can trigger a similar response to gluten though it is thought to be a separate sensitivity. Soy Soy itself is gluten free. Soy may refer to soybeans or to the soy protein from soybeans both of which are gluten free. However regular soy sauce is not gluten free. Yeast extract Yeast extract and autolyzed yeast extract may contain gluten from barley. Manufacturers are not required to disclose the source of yeast extract on the ingredients label so gluten-free customers should only use yeast extract that is labeled gluten free or confirmed gluten free by the manufacturer. Wheatgrass Wheatgrass is gluten free when harvested from a growing wheat plant without any seeds. If the grass is cut at an appropriate time before it s allowed to grow seeds it should be gluten free. Unfortunately there is a high risk of crosscontamination when it comes to wheatgrass and there s always the unknown of when exactly it was cultivated. Additionally if a customer is allergic to wheat they should also avoid wheatgrass entirely. If a customer has celiac disease or non-celiac gluten sensitivity it s recommended they be cautious and look for certified gluten-free products when it comes to wheatgrass. Whey Whey is gluten free because the whey protein itself does not have gluten in it. You may see whey listed as whey concentrate whey isolate or whey hydrolysate on the package. All of these forms of whey protein are gluten free and are safe for people with celiac disease. fully at the ingredients not just the allergen statement. Create clear signage Clearly designate areas or clear store signs labels for glutenfree and other allergy-friendly products to help customers quickly and safely find what they re looking for. Train your staff Adequately preparing your staff to meet the needs of special diet customers also creates a culture of compassion that benefits your entire customer base. Limit potential cross-contact Products packaged in bags especially bags with no interior liner can cause problems with crosscontact. Flour from bags can leak out and the dust can create flour clouds that can inadvertently get into gluten-free packages. Stock items accordingly. Ask questions By simply asking your gluten-free customers what they are looking for and for product recommendations you can help them through expanding and purchasing appropriately. Create a partnership with a local dietitian Dietitians are invaluable to people on a gluten-free diet. They can teach customers about shopping on a budget and reading ingredients labels. Point customers to Beyond Celiac ( is a great resource for gluten-free living and celiac disease information. Putting attention into taking care of your gluten-free customers not only keeps them safe but can help differentiate you from other retailers. Gluten-free customers put significant value into feeling safe about their purchases and the care you put in to helping them navigate the gluten-free diet can lead to increased loyalty sales and longterm business rewards. As the Beyond Celiac Communications Coordinator Maria Luci works to provide the celiac disease community with the latest news and research concerning celiac disease and other gluten-related disorders. Through social media and newsletters Luci engages with the Beyond Celiac online community raising awareness and building an informed audience. Luci herself has gluten sensitivity and thus understands the challenges and frustrations faced by the community she serves. VITAMIN RETAILER 73 How to Help Customers Navigate the Gluten-free Diet Offer certified gluten-free products Products that are labeled gluten free are the easiest for customers to feel safe purchasing. Try to KISS (keep it simple and safe). There are plenty of gluten-free labeled packaged meals available for shelf and freezer sections. In addition remember that foods such as rice legumes meats dairy fresh vegetables and fruits are naturally gluten free (as long as no additives are included). Learn how to read labels Wheat is an allergen so it must be called out on a label according to FALCPA but gluten does not. Barley is used as a flavoring agent in many processed foods so you need to look care- GLUTENFREEPRODUCTFOCUS Gluten Free in the A.M. I G L U T E N - F R E E & A L L E R G Y- F R I E N D LY R E TA I L E R S E C T I O N t is said that breakfast is the most important meal of the day. Because of that reason most people want to start their mornings off right with something that is both delicious and nutritious. But for the approximately three million people (one in every B Y S H A R I B A R B A N E L 133) in the U.S. with celiac disease and for others with gluten sensitivity it s not always easy to find something gluten free when they aren t at home. Offering breakfast options on your shelves that are portable and travelfriendly are a bonus for busy people who also happen to be gluten free. Below are a few examples of gluten-free and allergy-friendly breakfast items that are available to carry in your store. Mighty Muffins FlapJacked Mighty Muffins (Westminster CO) are a delicious protein-packed and high-fiber muffin developed with scrumptious flavor balanced nutrition and convenience in mind according to the company. Bursting with pockets of flavor in every bite Mighty Muffins (MSRP 2.99 single-serve cup) pack 20 g of protein and 5 to 6 g of fiber in 200-240 calories in per serving (one container). The company has even added the benefit of the patented probiotic GanedenBC30 to help support your immune and digestive health. Simply add water microwave for about 35 seconds and you have a delicious meal or snack on the go. For more information call (720) 476-4758 or visit Ketogenic Creamer Know Brainer Foods (Lafayette CO) offers a ketogenic creamer for your coffee or tea that powers the mind and metabolism with healthy fats from organic non-GMO (genetically modified organism) MCT oil and organic grass-fed butter. Know Brainer Ketogenic Creamers do not contain any added sugar and each 1-oz. on-the-go keto fuel pack has an MSRP of 1.79. For more information call (303) 475-0456 or visit RXBAR RXBAR (Chicago IL) is the fastest growing nutrition bar brand in the United States. According to the company by being upfront and direct with its core ingredients in a clean bold design RXBAR (MSRP 2.49 per bar) cuts through the cluttered world of protein bars. With a base of dates nuts and egg whites each minimal-ingredient bar packs 12 grams of protein and is gluten- soy- and dairy free with no added sugar or artificial ingredients. RXBAR comes in a variety of different flavors and is perfect for a breakfast on the go or protein-packed snack. For more information call (312) 624-8200 or visit The Soulfull Project The Soulfull Project (Camden NJ) is a mission-focused start-up dedicated to making high-quality nutritious food more accessible to those in need. For every serving of the company s nutrient-dense hot cereal purchased The Soulfull Project donates a serving to a Food Bank in that region. All of The Soulfull Project s nutrient-dense hot cereals contain a mix of rye oats barley and toasted red quinoa are Non-GMO Project verified Whole Grain Stamp approved and have no artificial flavors or colors. The Soulfull Project s hot cereal comes in individual cups which are great for on-the-go multiserve re-sealable bags which make great additions to your favorite recipes and multi-serve cartons of individual packets. The Soulfull Project s hot cereals have suggested prices of 2.79 for cups 5.99 for re-sealable bags and 3.99 for cartons. For more information call (888) 517-1579 or visit https 74 VITAMIN RETAILER WWW.VITAMINRETAILER.COM MARCH 2018 Go to topicalbiomedics for info about this advertiser GLUTENFREESPECIALREPORT Breakfast Protein New York-based KIND s Breakfast Protein bars are soft-baked with a crispy outside and provide sustained energy from whole grains. Great on the go each two-bar pack has at least one full serving of whole grains and is a complete source of protein. Each box of KIND Breakfast Protein bars contains five two-pack bars and has a suggested retail price of 4.29. For more information call (212) 616-3006 or visit Breakfast Pocket GeeFree s (Englewood Cliffs NJ) Sausage Egg & Cheese Breakfast Pocket is an uncured bacon sausage scrambled eggs and cheddar cheese breakfast pocket wrapped in gluten-free puff pastry dough. Free of corn soy and artificial ingredients GeeFree s Sausage Egg & Cheese Breakfast Pocket comes in a microwavable sleeve. Each 9-oz. package contains two pockets and has a suggested price of 6.99- 7.49. For more information call (845) 521-4438 or visit G L U T E N - F R E E & A L L E R G Y- F R I E N D LY R E TA I L E R S E C T I O N Wize Monkey Coffee leaf tea is the coffee plant s best-kept secret containing a rare polyphenol named mangiferin which is typically found in mangos and has been used in traditional Indian Central American Chinese and African medicine for decades. With similar caffeine levels to green tea Wize Monkey Coffee Leaf Tea (Vancouver BC Canada with sourcing in Nicaragua) provides a clean clarity and focus but without the crash or attack on the nervous system like traditional coffee. It contains chlorogenic acids which is what made green coffee extract wildly popular in health and nutrition circles due to their antioxidant and metabolism-boosting effects. Not only is Coffee Leaf Tea delicious and easy to steep (it never gets bitter and is lightly sweet on its own) it also creates year-round jobs for coffee communities by upcycling the prunings of the plant that typically get discarded. With more than 25 million people worldwide relying on just a three-month long coffee harvest it presents a massive opportunity to help some of those who are most in need of stability and consistent income. The MSRP for a box of 15 loose-leaf bags is 12.99. For more information visit 76 VITAMIN RETAILER WWW.VITAMINRETAILER.COM MARCH 2018 ACGUPDATE Gluten in Drug Products and Associated Labeling Recommendations Made by the FDA or a person with celiac disease ingested gluten triggers an autoimmune reaction in the small intestine which can lead to systemic inflammation and damage. Over time this damage can lead to further serious affects to the gastrointestinal tract as well as to the brain and nervous system. Other discomforts can include diarrhea bloating flatulence edema anemia fatigue and malabsorption of essential nutrients among others. It can be very debilitating and there is no cure. The only treatment is to eliminate the ingestion of gluten from wheat rye barley and hybrids of these grains. For many years the celiac community has been advocating for more accurate labeling of the gluten content in foods oral drugs and other similar products where gluten could be added and thereafter consumed. The good news is that U.S. Food and Drug Administration (FDA) is finally addressing the fears of people with the medical conditions of celiac disease and gluten sensitivity beyond just food via their publication of a draft guidance entitled Gluten in Drug Products and Associated Labeling Recommendations. 1 The intent of the guidance document is to provide manufacturers of oral drugs with direction to help them voluntarily present more information for this special and very real consumer need. This guidance affects only oral drugs excluding natural health products and dietary supplements but includes topical drug products applied to or near the lips (e.g. lip sunscreens) and drug products applied inside the mouth (e.g. cold sore treatments drugs delivered to or via the oral cavity). This makes sense when one considers the pathology of the medical concern being that no gluten is consumed at all or daily ingestion amounts of between 10-40 mg are not exceeded. In the guidance the FDA encourages and recommends drug manufacturers wishing to make voluntary statements about gluten content on labels or on inserts to use the statement Contains no ingredient made from a gluten-containing grain (wheat barley or rye) and not the more commonly heard statement gluten free which is recognized as applying to food. The manufacturer would need to know and be able to prove to the FDA if asked presumably through their required Pharmaceutical Quality System that this is true and that no ingredient was derived directly or indirectly from wheat barley rye or their hybrids. The F FDA wisely makes a special case about highly processed (e.g. fermented) ingredients either derived from wheat starch or from starch of unknown botanical origin which could be contaminated with gluten. Detection of gluten after fermentation is technically difficult but possible. There is no mention of ingredients which have been subjected to hydrolyzation which have the same difficulty. For many years the celiac community has been advocating for more accurate labeling of the gluten content in foods oral drugs and other similar products where gluten could be added and thereafter consumed. Laudably the above gluten statement is intended to provide health care professionals and consumers with consistent clear accurate and readily understood information about the gluten content of the pharmaceutical products they prescribe and use. Furthermore the phrase facilitates easy searching for terms such as gluten and wheat. Regrettably this is only a small win for the celiac community as the guidance is voluntary for manufacturers. Consider the Food Allergen Labeling and Consumer Protection Act of 2004 (FALCPA) where a declaration of any wheat added to a food is mandatory and if undeclared any detected residue could be subject to a recall. Or similarly consider the Gluten-Free Food Labeling Final Rule of 2013 which equates gluten-free declarations to meaning freedom from wheat rye barley or any hybrids. Both FALCPA and the gluten-free rules administered by the food groups in the FDA are intended to protect the public and go further than the FDA s guidance for gluten in drug products which applies only to oral drugs to achieve a reasonable level of consumer protection and safety. Unfortunately the FDA guidance seems to discourage the recognizable term gluten free because they have not established criteria for gluten-free statements on oral drug products and it may be difficult to substantiate that a drug product is free of gluten. Also they are not aware of analytical test methods currently validated to detect or quantify gluten in finished drug products or in drug ingredients at the low levels at which it would generally be expected to be present if at all and they have not determined whether a gluten-free statement on oral drug products should refer to an absence of intact gluten or whether such a statement should also require an absence of gluten peptides. I think that the FDA drug people need to talk to their food colleagues who have figured it out and overcome the same policy and technical issues for the same objective. Otherwise the FDA s path to relevant action to help the celiac consumer will be a long one. Reference 1 document D FDA-2017-D-63520002. Frank Massong Vice President Regulatory & Technical Services Allergen Control Group Inc. About the Allergen Control Group Inc. (ACG) The Allergen Control Group Inc. is a privately held corporation which owns and operates the Gluten-Free Certification Program which is endorsed exclusively by Beyond Celiac in the USA and the Canadian Celiac Association in Canada. For more information visit VITAMIN RETAILER 77 MARCH 2018 WWW.VITAMINRETAILER.COM SUPPLEMENTSCIENCE Alpha-Glyceryl Phosphoryl Choline for Mental & Physical Performance By Prof. Gene Bruno MS MHS RH (AHG)--Huntington College of Health Sciences lpha-Glyceryl Phosphoryl Choline (Alpha-GPC) sometimes called choline alfoscerate (or choline alphoscerate) or A-GPC is a water-soluble phospholipid naturally occurring in the body and typically derived from plants such as soy. A source of the vitamin choline Alpha-GPC is breakdown product of phosphatidylcholine and a precursor to the neurotransmitter acetylcholine precursor.1 This nutraceutical has a significant body of research behind it attesting to its benefits for mental and physical performance. These benefits are largely due to its role as an acetylcholine precursor. Note In the following studies cited Alpha-GPC may have originally been called choline alfoscerate choline alphoscerate A-GPC or Alpha-GPC. In each instance I have referred to the ingredient as Alpha-GPC for ease of reading. Since all terms are synonymous referencing them thusly is scientifically accurate especially considering that the Alpha-GPC material used in all of the studies is the same AlphaSize A-GPC (Chemi Nutra Austin TX). A Acetylcholine Acetylcholine (ACh) is an organic chemical that functions in the brain and body of many types of animals including humans as a neurotransmitter--a chemical released by nerve cells to send signals to other cells. Acetylcholine is the neurotransmitter that motor neurons of the nervous system release in order to activate muscles. It is also used in the autonomic nervous system both as an internal transmitter for the sympathetic nervous system and as the final product released by the parasympathetic nervous system. In the brain acetylcholine plays an important role in cognitive function including arousal attention memory and motivation.2 Now let s take a look at how Alpha-GPC as an acetylcholine precursor provides benefits for autism cognition growth hormone exercise performance and sleep. Autism In addition to behavioral issues mental developmental delay and cognitive dysfunction are usually diagnosed in childhood autism. Children who receive only neuroleptic therapy (i.e. major tranquilizers) generally do not demonstrate significant improvement of cognitive functions. Consequently it is important to include neuroprotective therapy as part of a strategy for treating autism. Since the cholinergic system plays an important role in the functioning of those parts of the brain affected in autism and since research suggests that Alpha-GPC helps improve cognitive functions and behavioral reactions a study3 was conducted to evaluate the therapeutic effects of Alpha-GPC during an eight-week course of supplementation using 400 mg day in 20 children (aged 3 to 8 years) with autism. There were 10 patients with mild autism three with moderate autism and seven with moderate severe autism. The patients were assessed twice before (0 day) and after the therapeutic course (56th day). Results showed positive effects observed at the end of therapeutic course in 89 percent of the patients significant improvement in 61 percent and minimal improvement in 28 percent. Statistically significant positive changes in the patients state were observed in the genWWW.VITAMINRETAILER.COM MARCH 2018 78 VITAMIN RETAILER eral improvement of behavior (p 0.001) development of social and communicative skills as well as self-service reduction of marked speech disturbances (p 0.001) and motor sphere dysfunction (p 0.001) enhancement of learning activity and productivity (p 0.05). Improvement was also seen in concentration imitation social play activity speech understanding thinking and emotional response. The authors concluded that overall AlphaGPC may be recommended for combined therapy with neuroleptics as an effective and safe medicine for the treatment of cognitive and behavioral disorders in patients with childhood autism. Cognition Due to its ability to increase production of acetylcholine and phosphatidylcholine Alpha-GPC has demonstrated value for improving memory in adults with dementia neurocognitive disorders.4 First of all Alpha-GPC is also a precursor to membrane phospholipids. Therefore it might improve neuronal functioning by improving neuronal membrane fluidity.5 In addition levels of alpha-GPC-derived choline in the brain are thought to increase much more slowly but also remain elevated for longer period of time.6 A multicenter randomized controlled study7 was conducted to compare the efficacy of Alpha-GPC and acetyl-l-carnitine among 126 patients with probable senile dementia of Alzheimer s type (SDAT) of mild to moderate degree. Patients received oral Alpha-GPC (800 mg at 8 a.m. and 400 mg at 4 p.m.) and acetyl-l-carnitine (1 000 mg at 8 a.m. and 500 mg at 4 p.m.) for six months. Efficacy was evaluated using behavioral scales and psychometric tests. The results showed significant improvements (P 0.05) in most neuropsychological MARCH 2018 WWW.VITAMINRETAILER.COM parameters in the Alpha-GPC recipients. Improvements also occurred in the acetyl-l-carnitine recipients but to a lesser extent. Tolerability was good in both groups. A comparative study8 was conducted to assess the effects of oxiracetam (a nootropic drug) versus Alpha-GPC in brain aging. Forty male patients (aged 55 to 65 years) with senile organic brain syndrome (an older term used to describe a neurocognitive disorder) were randomly assigned to 1 g day of either therapy for 12 weeks. The clinical efficacy of the two agents was assessed by neuropsychological and clinical parameters including measurements of reaction time. Treatment with oxiracetam was associated with early improvement that was maintained for the duration of therapy but whose effects ceased following discontinuation of therapy. In contrast the response to Alpha-GPC was slower but more sustained. Eight weeks after discontinuation of therapy the clinical effects were as apparent as during the eighth week of treatment (P 0.001). Both agents were well tolerated and can be expected to be particularly effective in longterm patient management. In an open uncontrolled clinical study 9 817 elderly patients with the diagnoses of Alzheimer s disease (AD) multi-infarct dementia (MID) or mixed dementia (MD) were treated with 1 200 mg day of Alpha-GPC. Although an open label design makes it hard to reach final conclusions results showed that both the dimensional changes in rating scale scores and the proportional changes in terms of number of patients showing improvement are well beyond the 20 percent range which have been reported with an inactive placebo. Furthermore unlike temporary benefits seen with placebos the improvement with AlphaGPC continued throughout the study period and was not restricted to alleviation of psychopathology and improvement of performance but extended to areas intimately linked to social behavior. There were also indications that patients with MID responded more favorably than patients with AD and patients with moderate and moderately severe cognitive decline responded more favorably than patients with very mild and mild cognitive decline. To assess the efficacy and tolerability of Alpha-GPC in the treatment of cognitive impairment due to mild to moderate AD a multicenter double-blind randomized placebo-controlled trial10 was conducted. A total of 261 patients (age range 60 to 80 years) were treated with 400 mg Alpha-GPC or placebo capsules three times daily for 180 days. Outcome measures that were assessed at the beginning of the investigation and after 90 and 180 days of treatment included scores of the Alzheimer s Disease Assessment ScaleCognitive Subscale (ADAS-Cog) the Mini-Mental State Examination (MMSE) the Global Deterioration Scale (GDS) the Alzheimer s Disease Assessment ScaleBehavioral Subscale (ADAS-Behav) all items of the Alzheimer s Disease Assessment Scale (ADAS-Total) and the Clinical Global Impression (CG) scale. The Global Improvement Scale (GIS) score was assessed after 90 and 180 days of treatment. Results were that the average decrease in ADAS-Cog score in patients treated with Alpha-GPC was 2.42 points after 90 days of treatment and 3.20 points at the end of the study (the lower the score the better) (P 0.001). However in patients receiving placebo there was an average increase in ADASCog score of 0.36 points 1 after 90 days of treatment and 2.90 points after 180 days of treatment. All other assessed parameters consistently improved after 90 and 180 days versus baseline in the Alpha-GPC group whereas in the placebo group they remained unchanged or worsened. In conclusion this study suggests that Alpha-GPC is clinical useful and tolerable in the treatment Alzheimer s disease. Cholinesterase inhibitors (ChE-Is) drugs that reduce the breakdown of acetylcholine in the body are commonly used for the treatment of mild-to-moderate symptoms of AD but their long-term effects on cognitive functional and behavioral symptoms are small and not always apparent in practice. To assess if the ChE-I donepezil (10 mg day) with Alpha-GPC (1 200 mg day) had a more favorable clinical profile than therapy with donepezil alone ( placebo) a 12-month double-blind multicenter trial11 was conducted with data from 91 AD patients (aged 56 to 91 years) who also had ischemic cerebrovascular disease. Patients cognitive functions daily activities and behavioral symptoms were assessed by the Mini-Mental State Evaluation (MMSE) Alzheimer s Disease Assessment Scale Cognitive subscale (ADAS-cog) Basic Activities of Daily VITAMIN RETAILER 79 SUPPLEMENTSCIENCE Living (BADL) Instrumental Activities of Daily Living (IADL) and Neuropsychiatric Inventory (NPI) of severity and of caregiver distress measures (NPI-F and NPI-D). The results were that patients receiving donepezil plus placebo showed a slight worsening of MMSE ADAS-cog IADL and NPI-D scores and no changes in the BADL and NPI-F scores. By contrast donepezil plus Alpha-GPC showed improvements in all scores (P 0.05) (except the BADL) to donepezil plus placebo. In addition to the beneficial effects of Alpha-GPC in patients with cognitive disorders this phospholipid may also help with cognitive recovery in some situations. For example stroke and transient ischemic attack patients who receive alpha-GPC within 10 days post-stroke might have improved outcomes. Preliminary evidence suggests that these patients who get alpha-GPC 1 200 mg day intramuscularly for 28 days followed by 400 mg three times daily (1 200 mg day) orally for six months have improved recovery including improved cognitive and behavioral function.12 School of Medicine Aging is not a disease. Rather it is a physiological state of relative GH deficiency. 13 It turns out that Alpha-GPC may help to promote GH release. Here s how it works. A hormone called growth hormone releasing hormone (GHRH) is released from the hypothalamus which in turn stimulates GH secretion from the pituitary. On the other hand the hypothalamic hormone somatostatin inhibits GH release. With aging the imbalance when the 2 grams of Alpha-GPC was administered with GHRH the HGH responses were significantly higher than those found after GHRH alone but not significantly different from those seen in the elderly subjects who received 1 gram of Alpha-GPC. This suggests that a maximal potentiation of GHRH-induced GH responses could be achieved by the lower dose. The amounts of HGH released from the anterior pituitary are summarized in the table below Substance(s) given GHRH GHRH Alpha-GPC Young Subjects (1 g) 1375 263 1849 215 Old Subjects (1 g) 425 119 977 273 Old Subjects (2 g) 191 57 804 182 Growth Hormone In adults growth hormone (GH) secreted during sleep and in response to exercise stimulates protein synthesis in muscle the release of fatty acids from adipose tissue (aka fat) helps maintain boon health and inhibits the uptake of glucose by muscle while stimulating uptake of amino acids which can then be used in the synthesis of proteins and encourages muscle to shift to using fatty acids as a source of energy. However GH secretion rates decline with age. In fact compared to puberty there is an 83 percent decline in GH by age 55. This decline in GH production is associated with alterations in body composition hormonal status and functional capacity that mimic the changes seen in adult GH deficiency or partial hypogonadism (diminished functional activity of the gonads--the testes in males or the ovaries in females--that may result in diminished sex hormone biosynthesis). In addition to deteriorating memory and cognitive function the changes in body composition that are most pronounced in normal aging include a reduction in bone density and in muscle mass and strength an increase in body fat and adverse changes in lipoprotein profiles. These facts have led to the following statement by researchers from the VA Puget Sound Health Care System and University of Washington 80 VITAMIN RETAILER between stimulatory (GHRH) and inhibitory (somatostatin) activities on GH secretion leads to an enhanced somatostatin action and decreased GH release. Part of the reason for this imbalance is a concurrent decrease in levels of acetylcholine 14 which plays an important role in the control of GH secretion. Anticholinergic drugs (or drugs that decrease acetylcholine activity) have been shown to diminish GH response while drugs able to increase acetylcholine transmission are able to potentiate the stimulatory effect of GHRH15 16 through a decrease of somatostatin release.17 Increasing GHRH by decreasing somatostatin release is a novel approach to increasing GH levels. Alpha-GPC fits into the GH picture because research has demonstrated that it increases acetylcholine release. Research suggests that both older and younger people can benefit from AlphaGPC to promote GH secretion but the difference will simply be more profound in older people since they have naturally lower levels of GH. In one study 18 GHRH was given to eight young and seven old human volunteers with or without the addition of 1 gram of Alpha-GPC. The results were that the groups given the Alpha-GPC experienced a greater stimulatory effect of GHRH on HGH secretion in both young and old subjects--about 130 percent greater HGH in the case of the older subjects and about 35 percent greater in the case of younger subjects. In a follow-up study 19 Alpha-GPC was tested in 10 normal elderly subjects (aged 79.4 1.7 years). The subjects were given GHRH with 2 grams of AlphaGPC. The results demonstrated that More recently a double-blind randomized crossover study20 was conducted to investigate acute the physiologic response to a single intake of 1 000 mg Alpha-GPC or placebo in eight healthy male subjects (25 1 y old). Fasting blood samples were taken at baseline as well as 60 and 120 minutes after administration. All subjects repeated the identical protocol using the placebo. The results were that plasma growth hormone secretion was increased significantly (see bar graph) 60 min after taking Alpha-GPC (P 0.0167) whereas no significant change was observed with the placebo. In addition the serum free fatty acid was increased 120 min after Alpha-GPC ingestion (P 0.0167) but no changes were seen with the placebo. This increase suggests an increase in lipolysis (breakdown of fat) from fat cells. Moreover indicators of fat oxidation in the liver were significantly increased at 120 minutes after taking Alpha-GPC (P 0.0167) whereas the placebo had no effect. In conclusion a single dose of Alpha-GPC significantly increased growth hormone secretion free fatty acids and liver fat oxidation. Exercise Performance Another randomized placebo-controlled crossover study21 also examined the effects of Alpha-GPC on GH levels as well as on explosive performance and post-exercise substrate oxidation. Seven men with at least two years of resistance training experience were given supplement containing primarily 600 mg day Alpha-GPC (or placebo). The supplement was taken 90 minutes prior to completing WWW.VITAMINRETAILER.COM MARCH 2018 six sets times 10 repetitions of squats at 70 percent of their pre-determined one repetition maximum. Results were that compared to baseline (pre) values peak GH increased 44-fold during Alpha-GPC vs. 2.6-fold during placebo (P 0.03). Likewise peak bench press force was 14 percent greater in A-GPC vs. placebo (P 0.02). These data indicate that a single 600 mg dose of Alpha-GPC when administered 90 minutes prior to resistance exercise increases post-exercise serum GH and peak bench force. To determine if six days of supplementation with Alpha-GPC would augment isometric force production 13 collegeaged males consumed either 600 mg per day of Alpha-GPC or placebo for six days in a double blind placebo controlled crossover study.22 At baseline and at the end of six days the participants performed isometric mid-thigh pull in a custom squat cage on a force platform and upper body isometric test against a high frequency load cell. Results were that the Alpha-GPC treatment resulted in significantly greater isometric mid-thigh pull peak force change from baseline (P 0.044) compared with placebo. For the upper body test the Alpha-GPC treatment trended towards greater change from baseline force production but failed to obtain statistical significance. In conclusion Alpha-GPC enhanced muscle performance in speed and power athletes. To assess the efficacy of two doses of Alpha-GPC in comparison to placebo and caffeine for increasing countermovement jump performance isometric strength and psychomotor function a double-blind four arm study23 was conducted with 48 healthy college-aged males who underwent baseline assessMARCH 2018 WWW.VITAMINRETAILER.COM ment of countermovement jump (CMJ) isometric mid-thigh pull (IMTP) upper body isometric strength test (UBIST) and psychomotor vigilance (PVT). The participants were randomly assigned to groups consisting of 500 mg day Alpha-GPC 250 mg day Alpha-GPC 200 mg day caffeine or placebo. Blood samples were collected one and two hours after the initial dose and then then subjects returned after seven days of supplementation to repeat the physical tests. No differences were noted between groups for IMTP UBIST or PVT performance. However group differences were noted for maximum velocity and maximum mechanical power on the CMJ (p 0.05) with the 250 mg Alpha-GPC group demonstrating the greatest improvements in result. The study authors concluded that Alpha-GPC should be considered as an emerging ergogenic supplement. extended sleep episodes have suggested that REM density increases with prolonged sleep duration and eventually saturates at a maximal level. It has even been proposed that REM density is an index of sleep satiety--that is when you get good quality sleep you don t need as much sleep. Accordingly an inverse relationship between the depth of sleep and REM density has been observed.25 Consequently there would seem to be an advantage to increasing REM density. Such an increase was seen with AlphaGPC supplementation. A single-blind controlled study26 was conducted in eight healthy young male subjects to assess the effect of AlphaGPC on sleep. Alpha-GPC was supplemented in doses of 400 mg three times daily (1 200 mg total). The study examined whether short-term treatment modified REM sleep parameters. The results were that REM density was increased which returned to pre-study levels once supplementation ceased. Conclusion Alpha-GPC (AlphaSize A-GPC Chemi Nutra) has been extensively studied in human clinical research with results showing significant benefits for autism cognition growth hormone exercise performance and sleep. The fact is that this article has only scratched the surface of the body of research conducted on Alpha-GPC and that continues to be conducted on this evidence-based nutraceutical. VR For a full list of references visit 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 VITAMIN RETAILER 81 Sleep Rapid eye movement (REM) sleep is a unique phase of sleep during which the sleeper is likely to dream more vividly. This phase is characterized most notably by an abundance of the acetylcholine. The different theories about REM sleep s function are that it helps in forming new memories stimulates the central nervous system and restores brain chemistry to a normal balance.24 A lack of REM sleep can result in mild psychological disturbances such as anxiety irritability hallucinations and difficulty concentrating may develop and appetite may increase. It is now well known that rapid eye movement (REM) density which is a measure of the frequency of REMs during REM sleep increases over the course of the sleep episode in successive REM sleep episodes. Protocols utilizing HEALTHOVER40 Healthy By Cheryl Myers Gto be UTS It Takes W e have all had a gut feeling--an intuition considered more valid than thought that can guide us to make a good decision. We can hate someone s guts or admire them because they are brave--they have guts. Integrative practitioners claim that all health begins in the gut. The gut is involved in immune system function mood weight maintenance and so much more. However the best-known activity of the gut is the assimilation of the nutrients needed for energy and life itself from the food we eat. This is called digestion. And as with many processes the efficiency of our digestive system is diminished with age. That is why a 20 year old can eat a chili cheese dog with onions and pickle relish with a side order of deep fried onion rings and suffer no serious consequences while a person twice or thrice that age may be miserable (or even ill) after such a challenging meal. 82 VITAMIN RETAILER The gastrointestinal system begins with the mouth and ends with the anus. Between these two endpoints is a continuous closed system of tubing of various structures. In fact when you think of it we have a hole that runs through the entire middle of our body The only way that anything in our guts gets inside the rest of our body is if it is broken down into tiny particles that can be absorbed. This is a vast and complex system and there are lots of places where this process can break down. Digestion starts with chewing in the mouth where certain enzymes start to break down starches into simple sugars. Swallowing the chewed food takes it down the esophagus and into the stomach where mild churning and acid liquefy the food further. After a period of time the food moves into the small intestine where the pancreas releases pancreatin. Pancreatin is a collection of enzymes that includes protease for digesting protein amylase for digesting carbohydrates and lipase for digesting fats. These enzymes break up the food into their smallest molecules for absorption in the intestines. At this point the food (now called chyme) is liquid. As chyme reaches the large intestine (also called the colon) water is removed and the chyme starts to solidify into feces and prepared for elimination. Living in the intestinal tract are bacteria that interact intimately with our health. They help to process waste create vitamins and even detoxify carcinogens. The list of all they can do goes on and gets longer every day as researchers learn more about this colony of microscopic inhabitants called the microbiome. Therefore two of the most visible points at which you can improve digestion and ameliorate digestive issues are boosting our own body s reserves of WWW.VITAMINRETAILER.COM MARCH 2018 digestive enzymes and probiotic bacteria. Enzymes Not all enzymes are created equal. For example even though protease digests protein it can come from various sources. The most popular in the supplement market are plant-based enzymes derived from a fungal process and animal-based enzymes derived from the pancreas of animals harvested for food generally pigs. Each has their pros and cons. Enzyme activity varies according to the level of acidity in the environment. The same enzyme that is slow and inactive in an acid environment may become fast and highly active when it is in an alkaline (much less acid) environment. One advantage of plant fungal enzymes is that they are active over a wider range of the acidity to alkalinity spectrum. They are also vegetarian. Enzymes in pancreatin from animals are more like what is already in the human body. Enzymes are used for more than digestion. They have systemic activity in the immune system and have anti-inflammatory properties and the majority of these studies are animalbased pancreatic enzymes. Enzymes are also available as prescription medications for diseases like cystic fibrosis and malabsorption syndrome and enzymes derived from pork products are used to better replicate the body s own enzyme system. Taking enzymes with each meal will better assure proper breakdown of food and better nutrient assimilation. They may also improve gut transit time which can alleviate bloating indigestion and heartburn. this crucial system. Doctors are already having great success with fecal transplants to ameliorate serious problems like chronic clostridium difficile a gut infection with potentially life threatening characteristics. Our microbiome population is decimated with the use of antibiotics so while these drugs can be life-saving they should be used sparingly. Even a short course can change the gut flora for up to a year or even more. Supplementing with probiotics can greatly improve digestive issues. They can reduce cramping gas and both diarrhea and constipation quiet inflammatory bowel syndrome and prevent cancer. Probiotics have grown astronomically in significance as scientists continue to find new ways in which the microbiome influences and in some cases even controls our health. Bifidobacterium bifidum Lactobacillus rhamnosus and Lactobacillus plantarum are three probiotic bacteria that are especially useful with ongoing digestive issues associated with intestinal inflammation. Some diseases in this category include colitis collagenous colitis mucous colitis inflammatory bowel disease (IBD) irritable bowel syndrome (IBS) and Crohn s disease. In a four-week clinical study on people with IBS the use of L. plantarum reduced symptoms significantly in 95 percent of the participants. In the placebo group only 15 percent improved. In another four-week clinical trial L. plantarum reduced both the frequency and severity of abdominal pain and bloating in 78 percent of the participants compared to only 8 percent in the placebo Probiotics Probiotics have grown astronomically in significance as scientists continue to find new ways in which the microbiome influences and in some cases even controls our health. I like to think of the microbiome as cities. Los Angeles and New York share many characteristics but are also quite different too. Each of us carries within us a unique city populated with unique individuals (flora). Researchers have not yet identified and named all the flora that colonize our gut and we are just scratching the surface of the microbiome brain connection. It is very exciting to think of all the health breakthroughs yet to come as we learn more about MARCH 2018 WWW.VITAMINRETAILER.COM group. L. rhamnosus has been shown to reduce inflammation and to also strengthen the barrier within the intestines to prevent leaky gut also known as altered intestinal impermeability. This is especially important for individuals with autoimmune diseases. B. bifidum also has published human studies showing that it can significantly reduce IBS symptoms such as pain bloating bowel frequency bowel urgency and overall quality of life. Combining strains of probiotics can have synergistic benefits. In a a doubleblind placebo-controlled study scientists found that a mixture of probiotics (B. bifidum and L. rhamnosus) reduced symptoms of IBS in only four weeks including a significant reduction in episodes of diarrhea. There is no question that probiotic bacteria have incredible health benefits for digestion and more. The question becomes what form and at what dose. Probiotic bacteria are sometimes measured in CFU meaning colony forming units. They are also sometimes reported as live bacteria counts or live active cultures. Dose can be misleading because one billion alive and thriving bacteria are better than 50 billion weak dying or dead bacteria. Also the quality of the bacteria is also important. Horses are all called horses but if you want to win a race you d be more likely to prefer thoroughbred racehorses to plow horses. The same is true of probiotic bacteria. For example a strain may indeed be Lactobacillus acidophilus but some are racehorses and some plow horses. Researchers who work with these cultures spend time and effort (and money) to encourage the racehorses to reproduce and to weed out the draft horses. That is why an inexpensive product may in fact contain exactly what it says on the label and still not work. And that is why another company with the same name of probiotic bacteria on the label may work beautifully. One thing to look for is a guarantee that the probiotic will be alive and active at the time of use not the time of manufacture. Another is to look at clinical studies and see which bacteria have demonstrated effectiveness. Some bacteria are enteric coated and not released until the capsule enters the intestine because stomach acid kills a certain number of bacteria. However there are strains that are relatively acid resistant and if taken with meals have VITAMIN RETAILER 83 HEALTHOVER40 an excellent survival rate. Likewise some probiotics require refrigeration to remain alive and active. I prefer shelf-stable probiotics meaning no refrigeration needed. My reasoning is that if the bacteria must be refrigerated at all times they won t travel well. The bacteria could have been left unrefrigerated for a period of time of which the consumer is unaware. There are probiotic researchers who have developed shelf-stable strains so much easier to travel with the product and not much concern regarding the refrigeration chain prior to purchase. There are many powerful natural medicines that can improve issues with digestion. But as with all dietary supplements it pays to do your homework and ask questions. VR tion on skeletal muscle function and DOMS following downhill running. J Sports Sci. 2004 Apr 22(4) 365-72. Roberts I. Enzyme therapy for malabsorption in exocrine pancreatic insufficiency. Pancreas. 1989 4(4) 496-503. Chintalacharuvu SR et al. Treatment of collagen induced arthritis by proteolytic enzymes immunomodulatory and disease modifying effects. J Rheumatol. 2001 Sep 28(9) 2049-59. Supplemental Enzymes PDRhealth web site. Available at drug_info nmdrugprofiles nutsupdrugs sup_0328.shtml. Heyman M Desjeux JF. Cytokine-induced alteration of the epithelial barrier to food antigens in disease. Ann N Y Acad Sci. 2000 915 304-11. Mazurov VI et al. Beneficial effects of concomitant oral enzymes in the treatment of rheumatoid arthritis. Int J Tiss React. 1997 19 91. Ransberger K Enzyme treatment of immune complex diseases. Arthritis Rheuma. 1986 8 16-9. Ransberger K van Schaik W Enzyme therapy in multiple sclerosis. Der Kassenarzt. 1986 41 42-5. Steffen C et al. Enzyme therapy in comparison with immune complex determinations in chronic polyarteritis. Rheumatologie. 1985 44 51-6. Popiela T et al. Influence of a complementary treatment with oral enzymes on patients with colorectal cancers an epidemiological retrospective cohort study. Cancer Chemother Pharmacol. 2001 Jul 47 Suppl S5563. Leipner J Saller R Systemic enzyme therapy in oncology effect and mode of action. Drugs. 2000 59 769-80. Wasilewski A Zieliska M Storr M Fichna J. Beneficial Effects of Probiotics Prebiotics Synbiotics and Psychobiotics in Inflammatory Bowel Disease. Inflamm Bowel Dis. 2015 Jul 21(7) 1674-82. Niedzielin K Kordecki H Birkenfeld B. A controlled double-blind randomized study on the efficacy of Lactobacillus plantarum 299V in patients with irritable bowel syndrome. Eur J Gastroenterol Hepatol. 2001 13(10) 1143-7. Nobaek S et al. Alteration of intestinal microflora is associated with reduction in abdominal bloating and pain in patients with irritable bowel syndrome. Am J Gastroenterol. 2000 95(5) 1231-8. Magill SS et al. Multistate Point-Prevalence Survey of Health Care Associated Infections. N Engl J Med. 2014 370 1198-1208. Schultz M et al. Lactobacillus plantarum 299V in the treatment and prevention of spontaneous colitis in interleukin-10-deficient mice. Inflamm Bowel Dis. 2002 8(2) 71-80. Dutra V Silva AC Cabrita P Peres C Malcata X Brito L. Lactobacillus plantarum LB95 impairs the virulence potential of gram-positive and gram-negative food borne pathogens in HT-29 and Vero cell cultures. J Med Microbiol. 2015 Oct 27. Saez-Lara MJ Gomez-Llorente C Plaza-Diaz J Gil A. The role of probiotic lactic acid bacteria and bifidobacteria in the prevention and treatment of inflammatory bowel disease and other related diseases a systematic review of randomized human clinical trials. Biomed Res Int. 2015 2015 505878. Michielan A D Inc R. Intestinal Permeability in Inflammatory Bowel Disease Pathogenesis Clinical Evaluation and Therapy of Leaky Gut. Mediators Inflamm. 2015 2015 628157. Wang W. Chen L. Zhou R. et al. Increased proportions of Bifidobacterium and the Lactobacillus group and loss of butyrate-producing bacteria in inflammatory bowel disease. Journal of Clinical Microbiology. 2014 52(2) 398 406. Guglielmetti S Mora D Gschwender M Popp K. Randomised clinical trial Bifidobacterium bifidum MIMBb75 significantly alleviates irritable bowel syndrome and improves quality of life--a double-blind placebo-controlled study. Aliment Pharmacol Ther. 2011 May 33(10) 1123-32. Yoon H Park YS Lee DH Seo JG Shin CM Kim N. Effect of administering a multi-species probiotic mixture on the changes in fecal microbiota and symptoms of irritable bowel syndrome a randomized double-blind placebo-controlled trial. J Clin Biochem Nutr. 2015 Sep 57(2) 129-34. Hong KS Kang HW Im JP et al. Effect of probiotics on symptoms in Korean adults with irritable bowel syndrome. Gut Liver. 2009 Jun 3(2) 101-7. References Pancreatic Enzyme Replacement Therapy Fact Sheet. Available at wp-content uploads 004-NPF-PANCREATIC-ENZYME-REPLACEMENT-THERAPY-v7.pdf. Accessed February 6 2018. Nakamura T et al. Pancreatic dysfunction and treatment options. Pancreas. 1998 16(3) 329-336. Miller PC et al. The effects of protease supplementa- Cheryl Myers is an integrative health nurse author and an expert on natural medicine. She is a nationally recognized speaker who has been interviewed by the New York Times Wall Street Journal and Prevention magazine. Her many articles have been published in such diverse journals as Aesthetic Surgery Journal and Nutrition in Complementary Care and her research on botanicals has been presented at the American College of Obstetrics and Gynecology and the North American Menopause Society. Myers is the head of Scientific Affairs and Education for EuroPharma Inc. WWW.VITAMINRETAILER.COM MARCH 2018 84 VITAMIN RETAILER PRODUCTSPOTLIGHT Naturally Well Groomed rooming items comprise a vital portion of both women and men s lifestyles so why not make these everyday products more natural Manufacturers have created a variety of products--such as conditioners and sunscreen--to help meet the consumers plethora of needs while also implementing safety and health as an added bonus. But how should customers begin their transition Retailers can ease the stress with several recommendations. It s not necessary to throw out every grooming item all at once--replace G BY NICHOLAS SARACENO things as they run out. Customers can also check the Environmental Working Group s (EWG) website ( to look for items with red flags. Products with a high number on the EWG s Skin Deep database should be the first to go. And items that stay on the skin the longest such as moisturizers or sunscreens are also a priority for replacing with products that contain better ingredients. As New Jersey-based Beau Brummell creator of men s skin care and grooming products stated With some effort and willingness you can upgrade your habits and begin a routine that can enhance your look as well as your confidence. A key selling point for the dapper minded company Beau Brummell products are made with our formula first approach which puts quality before price. This means we don t settle for cheaper ingredients to lower production costs you re getting the very best of what s out there. Listed here are grooming and hygiene products that feature a quality-first approach to ingredients. Active Sea Mineral Prebiotic Deodorant Stick Discover a revolutionary natural deodorant that targets and eliminates body odor for up to 24 hours. California-based Honestly pHresh has an exclusive formula that uses a combination of prebiotics minerals and organic ingredients to effectively keep one dry and odor free while maintaining the natural pH. It is baking soda free glides on clear and non staining. Each 2.25-oz. deodorant retails for 7.99. For more information call (888) 556-5956 or visit Cedarwood Beard Conditioner The Cedarwood Beard Oil Conditioner by New Jersey-based Beau Brummell for Men softens and cleanses beard hair and the skin beneath it while also leaving behind a mild woodsy aroma. Using organic argan and jojoba oils as well as cedarwood essential oil and vitamin E this elixir cleanses as it moisturizes. According to the company it is a must for dry itchy beards and the skin beneath. The Cedarwood Beard Conditioner keeps your beard looking moisturized and healthy so you can stay handsome like a true gentleman. The 1-oz. bottle has an MSRP of 22. For more information call (201) 220-6051 or visit Man Made Wash 18.21 Man Made Wash (Texas) is a fortifying shampoo conditioner and body wash all in one. It cleans and conditions from head to toe it is also sulfate free and the pH-balanced formula is gentle cleansing. The Man Made Wash is infused with macadamia glycerides hydrolyzed quinoa and hydrolyzed jojoba esters to bind moisture provide sheen and strengthen the hair and skin. It includes rich lathering for a sulfatefree formula. It is paraben free for all hair types and inspired by the look and feel of fine whiskey. The Man Made Wash features the unique aromatic experience of sweet tobacco. It is available in 18- 32- and 64 oz. retailing for 24 42 and 80 respectively. For more information call (469) 230-9494 or visit MARCH 2018 WWW.VITAMINRETAILER.COM SPF 50 Sunscreen Butter This buttery smooth sunscreen by California-based All Good is designed for safe sun protection in ultimate conditions like high elevation or long hours spent doing vigorous activities on the water or in the wind. This formula is made with only five organic ingredients plus zinc oxide so it s safe for the most sensitive skin. The plastic-free 1-oz. recyclable tin (MSRP 9.99) will fit easily into a jacket or pant pocket or in a small bag. The All Good SPF 50 Sunscreen Butter is coral reef safe very water-resistant and rubs in clear. Committed to using only natural organic ingredients All Good sunscreens are non-GMO (genetically modified organism) petroleum free non-nanoparticle hypoallergenic and gluten free they are also always free of oxybenzone--an endocrine disrupter also known to kill coral reef populations. For more information call (877) 239-4667 or visit VITAMIN RETAILER 85 NATURALMEDICINE with Dr. Michael Murray BONE HEALTH B Y M ICHAEL T. M URRAY ND Answers to Common Questions on E very woman should make bone health a top priority as soon as they possibly can. Why Just look at these statistics. The number of women each year in the United States having a hip or spine bone fracture due to osteoporosis exceeds 1 500 000. In comparison 300 000 women will have heart attacks and less than 200 000 women will be diagnosed with breast cancer. Bone health is a priority in men too although much less so than in women. More than 80 percent of cases of osteoporosis occur in women. However consider this fact the risk of experiencing a hip or vertebral fracture in men is almost 2.5 times more as likely as developing prostate cancer (27 percent vs 11). Despite the statistics what surveys have shown is that there is a disconnect between the reality of the problem and a strong focus on dealing with it. Part of the problem is that many women simply think they can take a drug and that will miraculously build healthy bones. It 86 VITAMIN RETAILER doesn t work that way and what the research shows is that long-term use of bisphosphonate drugs such as Fosamax Actonel etc. increase fracture rates. The focus should be on building bone health through diet lifestyle and supplementation. For good reason osteoporosis can be prevented through these measures especially if they are combined. What factors may lead to a person s bone loss Bone is dynamic living tissue that is constantly remodeling. The breaking down and rebuilding of bone is the result of the actions of two types of bone cells--osteoclasts and osteoblasts. Osteoclasts stimulate the production of acids and enzymes that dissolve minerals and protein in bone and thus promote bone breakdown (resorption). Osteoblasts create a protein matrix primarily of collagen that provides the structural framework upon which mineralization can occur. Bone remodeling is normally a balance of bone resorption and bone formation. An imbalance between bone removal and bone replacement results in bone loss. In childhood bone mass rapidly increases and then slows in the late teens but it continues to increase during the 20s. In women the bone-building process is nearly complete by age 17. After achieving a peak bone mass around age 28 women slowly lose an average of 0.4 percent of bone mass in the femoral neck each year. After menopause the rate of loss is faster with an average 2 percent loss annually during the first 5 to 10 years. Bone loss continues in older women past age 70 but at a much slower rate. The major risk factors for bone loss are advanced age genetics lifestyle and dietary issues (e.g. lack of exercise low calcium low vitamin D intake and smoking) thinness and menopausal status. The most common risk factors are as follows Age (50-90 years) Female Thinness WWW.VITAMINRETAILER.COM MARCH 2018 Small stature Parental history of hip fracture Current smoker (tobacco) Long-term use of glucocorticoids Alcohol intake above two units daily Low level of vitamin D What are the best forms of supplemental calcium to take for bone health and why The truth is that in terms of clinical response there is little (if any) difference between one form of calcium and another. Adequate calcium intake has an established role in maintaining bone health primarily in very young women and the elderly. However calcium alone has very little benefit in protecting against bone loss or osteoporosis it requires vitamin D vitamin K and other nutrients as well. In detailed analysis of all controlled trials with calcium supplementation evaluating bone health supplementation with 500 to 2 000 mg day of calcium had only a modest benefit on bone density in postmenopausal women the difference in the amount of bone loss between calcium and placebo was 2.05 percent for the total body 1.66 percent for the lumbar spine and 1.64 percent for the hip. Closer examination of the largest study the Women s Health Initiative which enrolled more than 36 000 postmenopausal women showed a surprising result. While overall data showed that supplementation with 1 000 mg day of calcium and 400 IU day of vitamin D decreased the risk of hip fractures by 12 percent when compared with placebo when the analysis was restricted to women who actually took the tablets at least 80 percent of the time calcium plus vitamin D significantly decreased hip fractures by 29 percent compared with placebo. That is a significant amount especially with vitamin D having been supplemented at levels now known to be less than ideal. Here are my practical recommendations on calcium supplementation. First there is no reason to take more than 1 000 mg per day as a supplement. Studies are clear the benefits seen at 2 000 mg per day are not greater than those seen with 1 000 mg. Taking large dosages of calcium can impair the absorption of magnesium and other minerals. It serves no positive purpose to take higher dosages of calcium. In regard to forms of calcium avoid natural oyster-shell calcium dolomite and bone meal products because these forms tend to have higher lead levels. MARCH 2018 WWW.VITAMINRETAILER.COM Many nutritional experts prefer easily ionized forms of calcium like calcium citrate but the reality is that if taken with meals even calcium carbonate is effectively absorbed in most people. Dicalcium or tricalcium phosphate are good choices for the following reasons Clinical studies indicate that consuming calcium with phosphorus in the form of tricalcium phosphate is more effective at building strong bones than consuming calcium alone. Calcium cannot be utilized in the absence of phosphorus. Approximately 50 percent of North American women are deficient in phosphorus. Phosphorus is an essential component of bone with 85 percent of the phosphorus in your body found in your bones. cardiovascular disease. There is sound research to support this link. First there is absolutely no benefit to be gained by taking more than 1 000 mg of calcium daily to promote bone health. Second there is little benefit to taking calcium alone. Bone requires much more than calcium. Especially important is magnesium. Taking too much calcium and no magnesium may be the key reason for the link between calcium supplementation and heart disease in some studies. Another factor is vitamin K2 which not only helps build bone (discussed below) it also helps block the deposition of calcium within arteries. What is vitamin K2 and how does it promote bone health Vitamin K2 or menaquinone is produced by bacteria and found in some fermented foods. There are several different forms of K2 based upon the number of molecules known as isoprenoids that are attached to the vitamin K backbone. MK-7 is the most important commercial form of vitamin K2. MK-7 is available as a dietary supplement derived from natto (a fermented soy food popular in Japan). Also a 3 oz. serving of natto provides 850 mcg of MK7. Vitamin K2 plays an important role in bone health as it is responsible for converting the bone protein osteocalcin from its inactive form to its active form. Osteocalcin is the major non-collagen protein found in our bones that anchors calcium into place within the bone. In a landmark major clinical published in the March 23 2013 issue of Osteoporosis International 2013 March 23 MK-7 supplementation at relatively low dosage levels (180 mcg per day) produced tremendous effects on improving bone health. In the study 244 healthy postmenopausal women took either the MK7 or a placebo for three years. Bone mineral density of lumbar spine total hip and femoral neck was measured by DXA bone strength measures of the femoral neck were also calculated. Vertebral fracture assessment was performed by DXA and used as measure for vertebral fractures. Measurements occurred at baseline and after one two and three years of treatment. MK-7 intake significantly improved vitamin K status and active osteocalcin levels and decreased the age-related decline in bone mineral concentration (BMC) and bone mineral density (BMD) at the lumbar spine and femoral neck. Bone strength was also favorably affectVITAMIN RETAILER 87 Clinical research indicates that calcium supplements without phosphorus may actually decrease the phosphorus available to the body for bone health thus contributing to osteoporosis. While too much phosphorus is not a good thing especially when it is not accompanied by calcium (as in soft it drinks and animal meats) so too is not enough especially in regard to the absorption of calcium. What advice should retailers give shoppers who are concerned about taking too much calcium Could it really be harmful to the cardiovascular system There is concern that taking too much calcium may lead to an increased risk of NATURALMEDICINE ed by MK-7--a key determinant of fracture risk. Lastly MK-7 significantly decreased the loss in vertebral height of the lower thoracic region at the mid-site of the vertebrae. These results highlight the importance of MK-7 supplementation in post-menopausal women. tent of the bone by 22 percent and increase BMD by 2 percent within the first year of use. The ability to improve the actual collagen matrix as well as BMD indicates that BioSil produced greater bone tensile strength and flexibility thereby greatly increasing the resistance to fractures. The recommended dosage is 6-10 mg per day. higher in milk consumers and countries with a high intake of dairy. Keep in mind that calcium is found in high amounts in many green leafy vegetables and other plant foods. Vegans do not consume dairy products yet they have a lowered risk for osteoporosis. Several factors are probably responsible for this decrease in bone loss observed in vegetarians. Perhaps most important is a reduced intake of protein and sugar thereby reducing the loss of calcium. But plant foods are also rich in many bone-building nutrients including several not discussed above such as boron and other trace minerals flavonoids and B vitamins. VR Michael T. Murray ND is widely regarded as one of the world s leading authorities on natural medicine. A graduate former faculty member and serves on the Board of Regents of Bastyr University in Seattle Washington he is the author of more than 30 books on health nutrition. For more information visit How does silica help bone density and strength During bone growth and the early phases of bone calcification silicon has an essential role in the formation of crosslinks between collagen and the structural components of bone. In animals silicon-deficient diets have produced abnormal skull development and growth retardation and supplemental silicon partially prevented bone loss in female rats that had ovaries removed. A highly bioavailable form of silica (choline stabilized orthosilicic acid tradename BioSil) showed impressive clinical results in improving bone health in a double-blind study in postmenopausal women with low bone density. Compared to a control group receiving calcium and vitamin D alone the addition of BioSil (6 mg per day) was able to increase the collagen con- Final comments When talking about bone health it is very important to point out that weightbearing exercise physical activity is the major determinant of bone density. One hour of walking at a moderate activity three times a week is critical to prevent bone loss and has even been shown to improve osteoporosis. Many general dietary factors have been shown to cause osteoporosis. With the focus on the ketogenic diet and other high protein diets it must be pointed out that excess protein dramatically increases the excretion of calcium--the same with sugar intake. My last comment has to do with dispelling the myth that dairy consumption makes for healthy bones. In fact hip fractures and osteoporosis rates are 88 VITAMIN RETAILER WWW.VITAMINRETAILER.COM MARCH 2018 NATURALPRODUCTSEXPOWESTPREVIEW March 7-11 2018 Anaheim Convention Center Anaheim CA The following manufacturers advertising in this issue have submitted information describing their plans for Expo West. Product launches show specials and special services are all included below along with company booth numbers so attendees can find them at the show. AlchemLife --Booth 4587 AlchemLife (Larchmont NY) is proud to introduce its independent retailer partnership at this year s Expo West. Visit booth 4587--the company welcomes all to come by and see for themselves why the AlchemLife team is so eager to spark up the conversation around what matters most--Your Customers and Your Thriving At AlchemLife the company believes Results matter and with 75 years of dedicated and diligent work with botanicals sourcing extraction processes and formulating always supported by published clinical studies. AlchemLife is extremely focused on you and delivering results for your customers. Please come by to learn more about how AlchemLife would like to partner with you. For more information call (833) 425-2436 or visit American Health--Booth 4035 Visit the American Health (Ronkonkoma NY) booth for the American Health EsterC spring line drive--save 25 percent on all orders of 375 or more. The company will also be offering special Expo show deal savings save 30 percent on all orders of 500 or more (requires placing a show order at the booth during Expo West). Plus buy one Ester-C Top Sellers (36 pcs.) Floor Display save 30 percent buy two Ester-C Top Sellers (36 pcs.) Floor Displays save 40 percent. Special On Display Item 65905. With the Home Health spring line drive save 25 percent on all orders of 225 or more. The company will also be introducing the following new products at Expo West including the non-GMO (genetically modified organism) and vegetarian Probiotic Kidstiks--No taste no flavor no fuss Kids don t know it s there and Natural Vitamin E Skin Beauty Oil (45 000 IU) which is 100 percent natural and vegan--nothing feels better on your skin. Visit booth 4035 to learn how to qualify for free tasting stations and demos. For more information call (631) 200-6391 or visit Bio-Kult (Protexin)--Booth 4300 Visit Bio-Kult (Doral FL) at booth 4300 to learn how you and your customers can survive summer Bio-Kult s complete range of probiotics is for the whole family and includes Bio-Kult Advanced for digestive and immune support Bio-Kult Infantis (with omega-3 and vitamin D3) for infants and children Bio-Kult Cand a to protect against yeast overgrowth and Bio-Kult Pro-Cyan with cranberry extract for urinary tract support. This year the company will also be introducing its new size for Bio-Kult Advanced (30 capsules) one to watch out for. For more information call (786) 310-7233 or visit MARCH 2018 WWW.VITAMINRETAILER.COM Bluebonnet Nutrition--Booth 1917 Stop by the Bluebonnet (Sugar Land TX) booth for a trade show discount. The company will be introducing a number of new products at Expo West including A new formula and better-tasting Liquid Super Earth Multinutrient (Tropical Fruit flavor) Beautiful Ally Hair Skin & Nail Vcap Beautiful Ally Biotin 10 000 mcg Vcap Beautiful Ally Collagen Type I III Powder Beautiful Ally Hyaluronic Acid 100 mg soft gel Beautiful Ally Collagen 1 000 mg caplet Targeted Choice Urinary Tract Support Vcap Targeted Choice Pain & Inflammation Support Vcap as well as Targeted Choice Joint Support caplet. For more information call (800) 580-8866 or visit Carlson Labs--Booths 4457 & N1316 Visit Carlson (Arlington Heights IL) booth 4457 to view the company s new products show specials and free giveaways. Plus find out your internal age with iHeart technology. Visit booth N1316 in the Hot Products section to sample Carlson s new omega-3 olive oil blend Olive Your Heart available in basil lemon garlic and natural flavor. Chef Linda of L s Kitchen will be serving up dip with fresh veggies and will be handing out Carlson s Olive Your Heart recipe book. For more information call (888) 234-5656 or visit Essential Formulas--Booth 4461 Essential Formulas Incorporated (EFI Dallas TX) is proud to announce the launch of the redesigned packaging emphasizing streamlined consumer-friendly product information for award-winning Dr. Ohhira s Probiotics. While the updated box is new the proven formula based on more than 30 years of research remains exactly the same--the only threeyear fermented whole-food supplement that consumers worldwide depend on for improved digestive and microbiome health. Visit EFI at booth 4461 to view the company s new box design and special show discounts. Discover the Dr. Ohhira Difference. For more information call (972) 255-3918 or visit VITAMIN RETAILER 89 NATURALPRODUCTSEXPOWESTPREVIEW March 7-11 2018 Anaheim Convention Center Anaheim CA EuroPharma Terry Naturally--Booth 4571 Visit EuroPharma (Green Bay WI) at booth 4571 for an exclusive 20 percent discount on all orders taken at the show brand new product samples and a special giveaway that s sure to knock your socks off. The company will be featuring new exciting products including Hemp Oil Hemp Oil Curcumin CuraMed Syrup Herpetino Shingles Skin Care Lotion Daily Herbal Cleanse and EuroPharma s newly launched line of Animal Health products for horses and dogs. For more information call (866) 598-5487 or visit LifeSeasons--Booth 4691 LifeSeasons (Lewisville TX) has been pioneering and supplying conditionspecific supplements backed by science since 2009. Darrin Peterson founder and CEO created the company based on his passion to empower others to live life to its fullest potential starting with good health. LifeSeasons condition-specific supplements are synergistically formulated with best-in-class scientificallybacked ingredients. Stop by booth 4691 at Expo West to learn about the company s 30-plus condition-specific supplements receive free samples and special show discounts. Nature works. Science proves it. For more information call (877) 455-2826 or visit Mushroom Wisdom Inc.--Booth 4031 Join Mushroom Wisdom Inc. (East Rutherford NJ) for its annual Japanese Breakfast on Saturday March 10 at 8 a.m. (doors close at 8 30 a.m.) at the Sheraton Anaheim Plaza Ballroom. The event will include a presentation titled Updating an Old Friend by Mark J. Kaylor PhD CN MH. All breakfast attendees will receive fresh Maitake mushrooms to cook at home. Retailers can visit booth 4031 or call (800) 747-7418 to be eligible for special show discounts. For more information call (800) 747-7418 or visit Natural Factors--Booth 4338 Natural Factors (Monroe WA) will be offering hot show deals and giveaways--visit the booth for details. Karen Jensen ND will be presenting Learn How Not One but Three Brains Influence Mental Health on Friday at 2 30 p.m. in the Anaheim Marriott Hotel Platinum Ballroom 3. Meet Dr. Jensen at the Natural Factors booth for a book signing on Friday at 4 p.m. Get a free copy of her latest book Three Brains How the Heart Brain and Gut Influence Mental Health and Identity. For more information call (877) 551-2179 or visit Nature s Way--Booth 4039 Nature s Way (Minneapolis MN) globally sources products in their purest most natural state is not only a key point of differentiation it s also a promise to Nature s Way s consumers to provide the highest quality most authentic and efficacious products possible. The Nature s Way booth will highlight the company s Let s Grow Together campaign and provide an opportunity to learn more about Nature s Way s upcoming product launches including Blended Herbal Powders Alive Garden Goodness Fortify Dual Action NutraVege and more For more information call (612) 412-9162 or visit WWW.VITAMINRETAILER.COM MARCH 2018 Garden of Life--Booth 4021 Garden of Life (Palm Beach Gardens FL) will be featuring What s New From the Doctor. The new Brain Health line of products offered under the Dr. Formulated product line along with 100% Organic Coconut MCT Oil and new flavors of Organic Kids Probiotics. For more information call (561) 747-2499 or visit Health Plus Inc.--Booth 4237 2018 Marks the beginning of a new era for Health Plus Inc. (Chino CA) Stop by booth 4237 to see what Health Plus has in store for you. New designs new formulations and new products are paving the way to a new and improved you. For more information call (800) 822-6225 or visit King Bio--Booth 4257 Visit Dr. King s by King Bio (Asheville NC) at booth 4257 at Expo West. The company will be introducing a number of products at the show including Dr. King s Breakthrough for the Common Cold Nasal Gel newly branded Belladonna-free BABY products and Dr. King s Arthritic Pain & Joint Relief (Warming) cream a new addition to the company s award-winning topical pain relief creams. King Bio is offering 10 percent line drive entire month of March 10 percent additional discount for Expo West attendees who scan their badges at the King Bio booth and 5 percent additional discount for those not attending the show. March 9-16 2018 only For more information call (828) 255-0201 or visit 90 VITAMIN RETAILER NeoCell--Booth 4438 NeoCell (Irvine CA) manufactures the world s No. 1 collagen supplement formulas for vibrant youth glowing beauty and unstoppable vitality. NeoCell is known for award-winning innovation sustainable packaging initiatives charitable giving and driving the entire collagen category through education and marketing. Come visit NeoCell and Celebrity Chef Charles Chen at booth 4438 for samples of delectable NeoCell Collagen-infused recipes. The company will be introducing its new SKU--a mouth-watering Raspberry Lemon flavored Super Collagen powder. For more information call (800) 752-7873 or visit North American Herb & Spice--Booths 4113 & 4777 Visit North American Herb & Spice (NAHS Lake Forest IL) at two locations during this year s Expo West. Check out both booths to try NAHS latest and most unique whole food creations. NAHS will also have exclusive offers and promotions to present at the show. For more information call (800) 243-5242 or visit www. NOW--Booths 3804 (Main) 3804 (Food) Join NOW (Bloomingdale IL) to celebrate its 50th anniversary Visit the booth for cake Friday and Saturday at 3 p.m. At the show NOW will be offering up to 40 percent off on select items free samples and special giveaways. Place an order to Spin the Wheel for a chance to win prizes. NOW will be holding a free book signing on Saturday from 2-3 p.m. with Kelly LeVeque holistic nutritionist and author of best-selling book Body Love. The company will be introducing a number of new products including Sustained Release L-Citrulline Ultrasonic Glass Swirl USB Essential Oil Diffuser Astaxanthin 4 mg made with Organic Algae Coconut Water Slender Sticks and Organic Liquid Monk Fruit. For more information call (630) 545-9098 or visit Superior Source--Booth 4217 Visit Superior Source s (Los Angeles CA) booth for 20 percent in additional products with a show order. Superior Source s No Shot B-12 MicroLingual instant dissolve tablets now combines B12 B6 and Folate all in their bioactive forms. The company s new Activated formula has methylcobalamin 2 000 mcg B6 2 mg (as pyridoxal-5 -phosphate) and methylfolate 1 200 mcg. (Item 90475). Superior Source will also be introducing K2 (MK7) 300 mcg (Item 90435) and L-Theanine 200 mg (Item 90045) at Expo West. For more information call (800) 421-6175 or visit MARCH 2018 WWW.VITAMINRETAILER.COM Trace Minerals Research--Booth 3932 Trace Minerals Research (TMR) America s No. 1 selling trace mineral and liquid magnesium brand according to SPINS is proud to introduce its new line of fizzing tablets--Magnesium Effervescent Tablets and MaxHydrate performance electrolyte tablets. Magnesium Effervescent Tablets provide 150 mg of magnesium per tablet with a delicious natural orange flavor. Max-Hydrate is available in three versions--Endurance Immunity ( 500mg vitamin C) and Energy ( 50mg caffeine). TMR will be sampling its new products and will be offering show-only specials and package deals so be sure to come visit us at our booth so you don t miss out. For more information call (801) 731-6051 or visit VITAMIN RETAILER 91 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 BAO Cultured Products BLOOMFIELD NJ-- BAO Food and Drink has been creating artisanal cultured products since 2009. The company s products are all made by hand and are created by chefs using the old style of fermentation. This gives its products a unique flavor profile and vibrant probiotic cultures. The company s goal is to add great flavor to its clients meals while increasing their health with probiotics. All BAO products are certified organic and with the exception of its Kombucha (which relies on sugar for the fermentation process) its products are sugar free. Products including cultured vegetables (15 oz.) liquid pickle energy boosts (2 fl. oz.) cultured sauces (5 oz. and 10 oz.) and cultured kombucha (12 fl. oz.) range in MSRP from 3.50 to 11.50. For more information call (973) 748-0111 or visit Smoothing & Anti-breakage Professional Hair Care HAUPPAUGHE NY--These two professional hair care lines by Desert Essence feature a variety of oils vitamins and other ingredients specially formulated to support healthy shiny hair on par with salon products yet without artificial colors and preservatives. The first-of-its kind Anti-Breakage formulas were created in collaboration with Country Life Vitamins a pioneer in vitamins and natural health supplements providing high quality trusted products for more than 40 years. Maxi-Hair formulated with a multitude of B vitamins and biotin is one of Country Life s best-selling supplements and a consumer favorite for over two decades. Exclusive hi-gloss technology helps increase shine by five times. Anti-Breakage Hair Mask and Smoothing Hair Primer retail for 9.99 while the AntiBreakage and Smoothing Shampoo and Conditioner retail at 10.99 each. For more information call (800) 645-5768 or visit Vitamin D3 K2 ARLINGTON HEIGHTS IL--Most of us know how important it is to supplement with vitamin D3 but many of us are unaware that vitamin K2 is just as important. Vitamin D3 is most well known for its role in regulating calcium levels within the body and vitamin K2 is recognized for supporting healthy blood clotting. But when combined at optimal levels vitamin D3 and K2 are capable of much more than their basic functions. Vitamin K2 helps our body utilize calcium by activating osteocalcin an important protein secreted by osteoblasts--one s bone-building cells. Osteocalcin helps form a strong bone matrix. Provide your body with the power duo of vitamin D3 and K2 MK-7 with Carlson Labs Vitamin D3 K2. Each soft gel provides 50 mcg (2 000 IU) of vitamin D3 and 90 mcg of vitamin K2 MK-7 which supports cardiovascular system and bone health and promotes calcium absorption. It is available in bottles of 30 60 and 120 soft gels (MSRP 9.90- 32.50). For more information call (888) 234-5656 or visit Skin Care Supplements GREAT BARRINGTON MA--The new skin care line by jane iredale (Iredale Mineral Cosmetics Ltd.) includes Skin Accumax which combines vitamins A and C with DIM a highly active phytonutrient found in broccoli Brussels sprouts cabbage and kale. This holistic formula is easily absorbed by the body and is designed to clear all types of acne and improve overall the health of the skin from the inside out. Results show Skin Accumax helps to clear acne breakouts as early as ten to twelve weeks. Other products in the line include Skin Omegas Skin Antioxidant Skin Complete and Skin Vitamin A. Single packs range has MSRPs ranging from 33 to 157. For more information call (877) 869-9420 or visit Gingerly RIVER FOREST IL--Gingerly by Janzee Inc. is a new and innovative proprietary effervescent supplement that uses the power of natural ginger to provide great-tasting fast relief from stomach upset acid indigestion and muscle fatigue. While ginger is a kitchen staple giving flavor to a host of dishes it is also prized for its healing properties with a 2 500-year-old reputation as an effective herbal remedy. Emerging research also shows that the gingerols in this healing root can help those experiencing nausea stomach muscle inflammation bloating and cold symptoms. Each 10-tablet tube retails for 6.95. For more information call (312) 423-6707 or visit 92 VITAMIN RETAILER WWW.VITAMINRETAILER.COM MARCH 2018 AMPK Metabolic Activator FORT LAUDERDALE FL--Belly fat can be hazardous to your health. Certain types of fat create more health concerns than others and abdominal fat can be one of the worst offenders. Life Extension has introduced AMPK Metabolic Activator (MSRP 28.50 30 vegetarian capsules) that combines the citrus flavonoid hesperidin with ActivAMP G. pentaphyllum extract two natural ingredients that safely trigger AMPK and in effect informs this unique enzyme to start burning unwanted fat particularly around the abdomen. AMPK is an enzyme found in every cell in the body. However the natural age-related decline in AMPK is a major cause of unwanted abdominal fat and with studies showing that increasing AMPK activity can encourage cells to stop storing fat and start burning it for energy Life Extension created AMPK Metabolic Activator. In addition to reducing abdominal fat and activating AMPK hesperidin helps inhibit circulating hsCRP levels a major inflammatory factor and helps maintain already healthy cholesterol levels and promotes healthy vascular function. This supplement should be taken in conjunction with a healthy diet and regular exercise program. Individual results are not guaranteed and results may vary. For more information call (800) 540-4440 or visit Chickapea Mac & Cheese ONTARIO CANADA--Chickapea (by Earth to Kids Inc.) is a delicious pasta made with only two ingredients organic chickpeas and lentils--that s it no fillers. It is high in protein fiber and iron. Plus it actually tastes like pasta and it s not just better for you it s good for you. Now the company s pasta comes with a clean organic cheese sauce. In comparison to leading mac and cheese brands Chickapea Mac & Cheese has five times the fiber two times the protein and 32 percent fewer net carbs. It s the stuff childhoods are made of and everything you crave in a comfort food but without the guilt. Simple. Quick. Nutritious. Delicious. Each 6-oz. box retails for 3.99. For more information call (888) 868-9968 or visit Coffee Leaf Tea VANCOUVER BC CANADA-- Coffee Leaf Tea is the coffee plant s best-kept secret containing a rare polyphenol named mangiferin which is typically found in mangoes and has been used in traditional Indian Central American Chinese and African medicine for decades. With similar caffeine levels to green tea Wize Monkey Coffee Leaf Tea provides a clean clarity and focus but without the crash or attack on the nervous system like traditional coffee. It contains chlorogenic acids which is what made green coffee extract wildly popular in health and nutrition circles due to their antioxidant and metabolism-boosting effects. Not only is Coffee Leaf Tea delicious and easy to steep (it never gets bitter and is lightly sweet on its own) it also creates year-round jobs for coffee communities by upcycling the prunings of the plant that typically get discarded. With more than 25 million people worldwide relying on just a three-month coffee harvest it presents a massive opportunity to help some of those who are most in need of stability and consistent income. Each box of 15 bags retails for 12.99. For more information visit Single Herb Powders MINNEAPOLIS MN--New Single Herb Powders from Nature s Way are made with premium dried whole herbs selected for their unique health properties. The full line includes three on-trend herbal powders Standardized Turmeric Powder to support joint health Beet Root Powder containing sugars and starches that make it a source of energy and Activated Coconut Charcoal Powder for internal cleansing. These powders quickly dissolve in any beverage making it easy to absorb the wellness benefits of turmeric beet root or activated coconut charcoal. The Beet Root powder (5 oz.) and Activated Coconut Charcoal powder (2 oz.) retail for 24.99 per canister while the Turmeric Powder (3 oz.) has an MSRP of 44.99 per canister. This statement has not been evaluated by the Food and Drug Administration. This product is not intended to diagnose treat cure or prevent any disease. For more information call (800) 688-3303 or visit KIND Protein NEW YORK NY--KIND Protein is the first-ever protein bar that not only delivers on nutrition but also taste. Unlike many other protein bars on the market KIND Protein has no artificial ingredients or added sugar alcohols and has a nutritionally dense first ingredient. The 12 g of protein comes primarily from whole peanuts almonds and soy. The majority of the protein in each bar comes from the nuts. Each bar retails for 1.99. For more information call (212) 616-3006 or visit MARCH 2018 WWW.VITAMINRETAILER.COM VITAMIN RETAILER 93 ADVERTISERINDEX ADVERTISER Alchem USA Inc. Algaehealth Sciences American Health American Laboratories Inc. Autism Hope Alliance Bluebonnet Nutrition Corp. Carlson Laboratories Inc. Cest Si Bon Company Continental Vitamin Company CV Sciences Inc. Daily Manufacturing Inc. Enzymedica Inc. Essential Formulas Inc. Ethical Naturals Inc. EuroPharma Terry Naturally Garden of Life Genacol International Corp. Inc. Gnosis USA Inc. Health Plus Inc. Indena USA Inc. Kaneka Nutrients King Bio LifeSeasons LivOn Laboratories Mushroom Wisdom Natural Factors Natural Factors Natural Factors Nature s Way NeoCell Corporation North American Herb & Spice North American Herb & Spice Now Foods (Personal Care) Now Foods Pacific Resources Protexin Inc. Scandinavian Formulas Inc. Stauber Topical BioMedics Inc. Trace Minerals Research Wakunaga of America PAGE 31 43 41 38 33 C4 17 20 19 21 40 37 27 47 63 10-11 39 45 23 49 53 67 6-7 3 59 13 25 29 61 57 C2 15 9 C3 71 55 5 51 75 65 1 PHONE (281) 208-7518 (808) 345-7711 (800) 445-7137 (402) 339-2494 (800) 891-9077 (281) 240-3332 (847) 255-1600 (888) 700-0801 (800) 421-6175 (866) 290-2157 (800) 868-0700 (888) 918-1118 (972) 255-3918 (866) 459-4454 (866) 598-5487 (800) 622-8986 (888) 514-3622 (215) 340-7960 (800) 822-6225 (206) 340-6140 (866) 888-1723 (800) 237-4100 (877) 455-2826 (866) 790-2107 (800) 747-7418 (800) 322-8704 (800) 322-8704 (800) 322-8704 (800) 962-8873 (949) 699-1626 (800) 243-5242 (800) 243-5242 (888) 669-3663 (888) 669-3663 (805) 684-0624 (800) 899-3413 (800) 688-2276 (888) 441-4233 (800) 959-1007 (801) 731-6051 (949) 855-2776 WEB alchem algaehealth americanhealth americanlaboratories autismhopealliance bluebonnet carlson cestsibon cvc cvsciences dailymanufacturing enzymedica essentialformulas eni europharma gardenoflife genacol gnosis healthplus indena kaneka kingbio lifeseasons livon mushroomwisdom naturalfactors naturalfactors naturalfactors naturesway neocell nahs nahs nowsolutions nowfoods pacificresources probioticsinternational scandinavian stauber topicalbiomedics traceminerals wakunaga INDUSTRYEVENTS March 7-11 Natural Products Expo West Anaheim Hilton & Marriott Anaheim Convention Center Anaheim CA April 6-7 NoCo Hemp Expo Ranch Events Complex Loveland CO April 18 2018 Natural Products Day Washington D.C. natural-products-day 94 VITAMIN RETAILER WWW.VITAMINRETAILER.COM MARCH 2018 Back Talk THIS MONTH Mareya Ibrahim is an award-winning entrepreneur chef author and inventor. She is the founder and CEO of Grow Green Industries Inc. ( creators of patented plant-based organic and kosher solutions formulated to enhance food safety practices and extend produce shelf life under the brands eatCleaner eatSafe and eatFresh. As a nationally recognized expert on food safety and eating clean she has been a featured speaker for the Network for a Healthy California the Los Angeles Green Festival the California School Nutrition Association and the California Fit Expo. She has also been featured in top media outlets including The Huffington Post Parents Magazine Sunset Magazine and The New York Times among others. WITH JANET POVEROMO and Sustainable Development it is clear that water and even chlorinated water show much lower than a 1 percent reduction of bacteria. What should natural product retailers know about the recent outbreak of E. coli found in lettuce Answer There are a lot of recipes for produce washes online but have these been validated Dr. Shawki Ibrahim PhD our chief scientific officer and cofounder said these are the issues associated with using household vinegar as a cleaner for fresh produce It does not kill dangerous microbes like E.coli and is not registered as disinfectant (consult A guide to killing microbes ) When used alone vinegar lacks the ability to remove soil and dirt particles from produce The minimum concentration of vinegar required to be effective as a bacteria kill is 4-5 percent which is the concentration of typical vinegar on food stores shelf at full strength. It would need to be used straight from the bottle which does not make it a cost effective solution The strong odor and flavor of vinegar could affect the sensory attributes of produce significantly How can retailers educate their community on effectively cleaning food to significantly reduce foodborne illness Question Answer There are many different strains of E. coli but in general it is a bacteria that is found in the intestines of humans and animals naturally and it is actually an important part of the intestinal tract. The concern is when E. coli bacteria is pathogenic it can wreak havoc on your health. Generally this happens from food water or contact with animals or products that have been cross contaminated. Since lettuce is usually not cooked there is no opportunity to kill the bacteria without heat. Washing it properly can significantly mitigate risk but water alone isn t enough. How should consumers use produce cleaners What are the limitations of these products Mareya Ibrahim Co-founder Eat Cleaner mareya Question You have said you are greatly concerned by the information being given by thought leaders in the produce and food safety world regarding the improper cleaning and handling of produce. What concerns you most and why Question Question Answer About 48 million Americans get sick each year from food but most consumers have little to no understanding of proper food safety according to FMI. In 2017 CDC Food Surveillance system identified 19 542 cases of hospitalization that is nearly 500 more than previous years. Additionally because of the drought and stricter water restrictions on California farmers we need to find ways to be more cautious about how we clean our produce. Lastly the FDA recommends washing with water alone however this advice is dangerous because in lab studies this method only shows minimal reduction of harmful contaminants. Based on data from and journals such as the Journal of Science 96 VITAMIN RETAILER Answer There are many produce cleaners on the market. Some claim to remove wax and pesticides some claim to address bacteria. I would encourage consumers to really understand if they [the manufacturer] have done the lab work and verification studies for efficacy and shelf life extension. eatCleaner is the only one lab proven to address pesticide wax residue removal and shelf life extension. We have done more than 10 different independent lab studies to test efficacy on removing pesticides residue that can carry bacteria and wax--plus it helps produce last up to five times longer saving consumers money and keeping produce out of landfills. What about homemade produce cleaners Answer Most people have never been educated on how to be food safe in the kitchen. Retailers can help by providing literature signage and products that help the consumer understand the importance of proper cleaning and the tools they need to help mitigate risk. The fact is any non-water soluble material is just not going to be removed with water alone and the majority of produce is waxed. Wax traps bacteria and residue under the surface and unless you re cleaning that off you really aren t cleaning. And we ve made it so easy to not only clean but it also increases produce shelf life so you re getting produce that last up to five times longer. It really is a win-win. WWW.VITAMINRETAILER.COM MARCH 2018 Question Go to nowfoods for info about this advertiser Go to bluebonnet for info about this advertiser