IHR Magazine - August/September 2014

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PUBLISHER’S LETTER

ISSN 1197 - 1495 | V O L U M E 1 4

THE PARADIGM SHIFT

N

ow that technology has brought the capacity to allow you to also take part in the digital pie, focusing our editorial in that area is the only natural direction for us to go in.

These crossroads that independent retailers are at also allow an opportunity for the digital world to open an engaging experience and the ability to be super niche with your offerings.

Yes, a product can be ordered and shipped, though a service cannot. You might say that is very utopist, as consumers are more and more price challenged, which to me is worse than been price conscious.

For example, the non-GMO issue is one of the very unique opportunities out there.

There is a niche area profit center to exploit that larger scale retailers can use, as natural and organic products offer less of an attraction due to their generalization.

On page 48, you’ll find “Making the most of mobile apps and online marketing,” where Moody Hashem walks you through the benefits of creating an app for your store that creates a personalized and engaging shopping experience for your customers while encouraging sales like never before.

We want to hear from you. Join the IHR Magazine LinkedIn group to weigh in on topics relevant to your business, such as what Target’s challenges with moving into the Canadian market has taught you as a retailer. Join the discussion today!

ISSUE 8

FOUNDER, PUBLISHER & EDITOR-IN-CHIEF

Olivier Felicio EDITORIAL

Kavita Sabharwal E D I T O R I A L A S S I S TA N T

Maya Akbay ART DIRECTOR

Scott Jordan PRODUCTION MANAGER

Erin Booth JUNIOR DESIGNER

Tamara Kelly CONTRIBUTORS

Tracey Burby, Mike Ford, Christopher Habib, Moody Hashem, Bonnie Siegler

TheRGMGroup.

Toronto

Paris

PRESIDENT

Olivier Felicio GENER AL MANAGER

Melanie Seth M A R K E T I N G & E V E N T S C O O R D I N AT O R

Erin Poredos Subscription Rates Canada $50 (gst included) for nine issues (one year) USA $60 Change of Address email: ihr@publicationpartners.com telephone: 416-203-7900 fax: 416-703-6392 or send your cover label and new address to ihr c/o Rive Gauche Media 60 Bloor St., W., Suite 1106, Toronto, ON Canada M4W 3B8

A D V E RT I S I N G I N F O R M AT I O N

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Published by Rive Gauche Media Inc. Canada Post Canadian Publications Mail 42709013 The publisher does not assume any responsibility for the contents of any advertisement and any and all representations or warranties made in such advertising are those of the advertiser and not of the publisher. The publisher is not liable to any advertiser for any misprints in advertising not the fault of the publisher and in such an event the limit of the publisher’s liability shall not exceed the amount of the publisher’s charge for such advertising. No portion of this publication may be reproduced, in all or part, without the express written permission of the publisher. All rights reserved. ©Copyright 2013 Rive Gauche Media Inc. ihr magazine is pleased to review unsolicited submissions for editorial consideration under the following conditions: all material submitted for editorial consideration (photographs, illustrations, written text in electronic or hard copy format) may be used by ihr Media Inc. and their affiliates for editorial purposes in any media (whether printed, electronic, internet, disc, etc.) without the consent of, or the payment of compensation to, the party providing such material. Please direct submissions to the Editor, ihr magazine.

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CONTENTS VOLUME 14 | ISSUE 8

38

48

“We work very hard to provide the best local and organic food at the cheapest price we possibly can, and that’s definitely a different business model than most of the stores out there.”

32 UP FRONT

FEATURES

06 PUBLISHER’S LETTER

28 NATURAL SOLUTIONS FOR SEXUAL HEALTH ISSUES

38 FIGHTING BACK AGAINST MENOPAUSE

32 COVER STORY: SWEET IDEAS

48 MAKING THE MOST OF MOBILE APPS AND ONLINE MARKETING

14 INDUSTRY NEWS 24 STAR WATCH

By Bonnie Siegler

26 SKU REVIEW

By Chris Habib

By Kavita Sabharwal

By Chris Habib

By Moody Hashem

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INDUSTRY NEWS

Supreme Court rules in favour of Walmart workers After a decade of legal battles, the Supreme Court of Canada has ruled in favour of 190 former Walmart workers from Jonquiere, Quebec who lost their jobs back in 2005. The court decided five-to-two that the workers be compensated. Prior to the court’s decision, the union filed a complaint that Walmart fired the unionized employees by “modifying working conditions to eliminate their jobs.” The action contravenes with Section 59 of the Quebec Labour Code that states that working conditions must not be altered in any way, shape or form during the process of workers being unionized. The elimination of their jobs came months after the employees unionized in 2004, becoming the first Walmart workers in North America to do so. They were on the brink of negotiating a collective agreement with an arbitrator appointed to come to the decision when the store was suddenly closed.

Previously, an arbitrator had ruled in favour of the United Food and Commercial Workers union, which was overturned later by the Quebec Court of Appeal. Following that, the Supreme Court turned the decision around by ruling in favour of the workers.

“It was in fact reasonable to find that a reasonable employer would not close an establishment that ‘was performing very well’ and whose ‘objectives were being met’ to such an extent that bonuses were being promised,” says the ruling. “The true function of (Section) 59 is to foster the exercise of the right of association. Its purpose to circumscribing the employer’s powers is not merely to strike a balance or maintain the status quo during the negotiation of a collective agreement, but it is more precisely to facilitate certification and ensure that the parties bargain in good faith.” The ruling was met with applause from the United Food and Commercial Workers union.

“The Supreme Court ruling sends a message that no one is above the law,” says UFCW president Paul Meinema. “By clarifying that employers must respect the law and the rights of their employees when making business decisions, this ruling serves as a major positive landmark.”

Walmart representatives said that the company would consider its options. “We are disappointed by the decision,” Wal-Mart Canada said in the statement. “This was an appeal of a unanimous decision by the Quebec Court of Appeal to reject the UFCW’s claim, which in our view was a legally correct decision. We will review the decision carefully in order to determine what our next steps will be.”

For the past decade regarding the closing of this store, the retail giant has won the majority of the legal battles. After the court’s final decision favouring the workers, Wal-Mart could contest the amounts owed to the workers that lost their jobs. Although it’s not possible for the workers to be re-hired since the store never re-opened, the court ordered that an arbitrator determine appropriate reparations, with the possibility of damages and interest.

Suppléments Aromatik has hired a new Marketing Manager Suppléments Aromatik Inc./Land Art has hired Frédéric Boucher as its new sales, marketing and communications manager, effective June 9.

Boucher has years of experience in these roles, including past positions at Portes Patio Novatech as its marketing manager and Les Dompteurs de Souris as its business development and project manager.

In this role, Boucher will be responsible for handling all new product launches, 360 degree marketing strategies such as web strategies, branding, and packaging design, among others, and new business development in conjunction with the director of sales and marketing at the company.

Land Art is a leader in the field of liquid dietary supplements. The company was founded in 1992 and continues to grow through research and development to create new liquid products to meet customer demand. Every product produced in the company’s 37,000 square-foot Health Canada-certified facility is held to strict quality control.

April saw increased sales, according to Statistics Canada April was a good month for the retail industry, according to Statistics Canada.The organization says after four consecutive months of growing numbers, sales increased by 1.1 per cent to $41.6 billion.

Sales grew in 10 of 11 subsectors, or 98 per cent of the industry. The increase surpassed economist forecasts of a 0.6 per cent increase, according to Thomson Reuters.

Most of the gains were seen in Ontario, Quebec and British Columbia, although sales rose overall in six provinces.The Wall Street Journal also reported that April has seen the biggest monthly increase in nearly a year, based on data provided by the Royal Bank of Canada.

Sales were up more than five per cent compared to numbers from 2013. Food and beverage store sales are up by 0.7 per cent, with general merchandise up by 0.9 per cent. The category that saw the largest increase was the motor vehicle and parts sector, with a sales growth of 2.4 per cent.

Clothing and accessories stores saw a sales gain of 1.5 per cent after experiencing a decline in March.

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Earth Mama Angel Baby partners with Naturally Perfect Consulting Ear th Mama Angel Baby has appointed Naturally Perfect Consulting as its new strategic partner for the Canadian market.

Tracey Burby, founder of Naturally Perfect, will bring her 19 years of industry experience to the partnership, including knowledge of distribution, brand management, retail sales and marketing.

Earth Mama Angel Baby provides safe, herbal alternatives for pregnant, postpartum

and breastfeeding women, as well as baby products and gifts. The company also provides products and support for women who have experienced baby loss and helps educate consumers about safe personal care.

The products are formulated using natural and organic ingredients with a guarantee of no toxins being present in any of the products.The products are made combining wisdom that has been passed down through generations of women, as well as

Amazon ranks high on top retailers list Amazon.com ranked at number nine on STORES Magazine’s Top 100 Retailers list for 2014, becoming the first e-retailer to be included in the top 10 spots. Amazon’s online sales saw an increase of nearly $10 billion, matching Wal-Mart’s numbers. Wal-Mart was ranked at first place on the list Amazon has found success in part through ‘showrooming,’ which has customers look at products in store while using Amazon’s Price Check app to purchase the item at a lower price online while also gifting them with a five per cent bonus discount to add incentive for shoppers. Amazon also does not have to deal with building, stocking, staffing and maintaining bricks-and-mortar stores, keeping its costs lower than traditional retailers.

Bryan Gildenberg, chief knowledge officer of Kantar Retail who compiles the list for STORES, says, “The combined e-commerce sales of the top 25 bricks-and-mortar retailers probably don’t equal Amazon’s. I don’t think you can say bricks-and-mortar ‘dominates’ e-commerce.”

According to Mahmoud Hashem of Rytalo, a retail-focused digital agency in Toronto, traditional retailers face internal challenges due to the rapid changes in technology and the fact that most retailers still consider e-commerce as a separate line of business. He believes the external threats are those from retail and technology giants Google, Apple and Amazon, all of which quickly adapt technologies and execute long-term plans to capture in-store shoppers.

“Consumers who now have more choices than ever before are looking for more value beyond cheap prices and that is the opportunity for retailers to focus on. The key for retailers to regain their position in the top list is to create a unified and personalized shopping experience across mobile, social, online and in-store to help consumers make their shopping decisions fast and conveniently complete the purchase transaction,” says Hashem.

TOP 100 RETAILERS LIST FOR 2014 0

Amazon Walmart

5

CVS Caremark Target

10

Safeway 15 20 25 30

2008

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traditional plant medicine that has been proven effective through evidence-based research.

To reach Tracey Burby about Ear th Mama Angel Baby, email her at tracey@ naturallyperfectconsulting.com or call 1-905-872-2775.

Henry Chen joins the Canada Organic Trade Association Henry Chen has joined the Canada Organic Trade Association as its new campaign and marketing manager.

Henr y received his Bachelor of Commerce, Marketing Management from the University of Guelph. Prior to the COTA, Henry spent over a year as a brand marketing associate with Purity Life Health Products.

CulturedCare is the first Health Canada-licensed probiotic gum CulturedCare Probiotic Gum with BLIS K12 is the first and only Health Canadalicensed probiotic gum in Canada that has been recognized on the claims that it fights bad breath and improves oral health.

“To be the first probiotic gum in Canada approved for licensing by Health Canada is an honour,” says Deborah Callbreath, general manager of Prairie Naturals. “Our probiotic gum is based on decades of scientific research. We chose to use chewing gum as the revolutionary delivery system for this unique oral probiotic to ensure the most effective distribution in the mouth.”

The gum was based on research by Professor John Tagg, a former Professor of Immunology and Macrobiology at the University of Otago in New Zealand. A probiotic researcher, Professor Tagg has published over 50 articles in various scientific journals on the topic.

“Infection protection starts in the mouth,” says Professor Tagg. “There are many strains of probiotics for the intestinal tract, but they do not give protection where it is needed most – in the mouth. BLIS K12 (Bacteriocin Like Inhibitory Substance) is an oral probiotic. It provides the mouth with the probiotic protection and resistance it needs to fight the bacteria that cause bad breath.”

CulturedCare Probiotic Gum with BLIS K12 can be found in natural health stores across Canada. To learn more about this product, please visit www.culturedcare.com.

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INDUSTRY NEWS

100

2014 SUPERMARKET RANKING ON SEAFOOD SUSTAINABILITY

80 74% 73%

Overwaitea

60

67% 61% 59% 58%

GRAPH COURTESY OF GREENPEACE

40

38%

20

Good 71% to 100%

Fair 0

41% to 70%

2009

2010

2011

2012

2013

2014

Canada Safeway ranked as most sustainable grocer for seafood practices Canada Safeway ranked number one on Greenpeace’s annual list of supermarkets with sustainable seafood practices. Canada Safeway, bought by Sobeys last year, got a score of 74 out of 100 for its practices, followed by Loblaw with a score of 73 and Metro with 67. Canada Safeway was commended for offering sustainable options for products like canned tuna and farmed salmon. Safeway also recently announced that it wouldn’t source seafood from proposed ocean sanctuaries in the western and central Pacific Ocean, as well as fish from the Ross Sea ocean sanctuary.

Overwaitea Food Group came in fourth on the list, followed by Walmart Canada in fifth place, Federated Cooperatives at sixth, Sobeys taking the seventh spot and Costco at eighth, rounding out the list and failing to receive a passing grade.

“If [supermarket chains] really want to meet their commitments they are going to need to get stricter and more involved in improving the unsustainable fisheries and farms that they source from or start making harder sourcing decisions about which suppliers to move away from,” says Sarah King, Greenpeace Canada’s oceans campaign coordinator. “Promotion of unsustainable seafood also needs to stop. It undermines their sustainability efforts.”

A poll by Statcom for Greenpeace earlier this year showed that 74 per cent of Canadians want at least 10 per cent of oceans to be turned into sanctuaries.

Philip Donne steps down as president of Campbell Philip Donne has stepped down from his role as president of Campbell Company of Canada, effective July 31. He is taking a break to spend more time with family and friends as he considers new opportunities.

Donne was president at Campbell for over 12 years. Prior to this role, he held senior level marketing positions at General Mills, Coca-Cola and Kellogg Co. He spent over 15 years at Kellogg Co, in Canada, Italy and France. Donne has extensive experience working for the food industry and has been recognized many times for his efforts, including being given the Association of Canadian

Advertisers gold medal.The award was given for Donne’s efforts as an outstanding contributor for the advancement of marketing communications in the country. Donne was previously awarded the Golden Pencil Award, a highly respected award within the Canadian grocery industry, back in 2011.

Campbell is currently seeking a new candidate for the role to replace Donne.

promotes healthy living with its products based in Boca Raton, Florida. The merger agreement states that Kroger will have possession of all outstanding shares of Vitacost for eight per cent share in cash, which amounts to $280 million.The deal follows Kroger purchasing the Harris Teeter supermarket chain the previous year.

“We are delighted to welcome Vitacost. com to the Kroger family. Vitacost.com’s talented team has built an exceptional online retail destination in the growing nutrition and wellness market, with an enviable technology and fulfillment infrastructure. This merger is in line with our growth strategy to enter new markets and new channels, and, along with Harris Teeter’s online order and pickup service, accelerates our efforts to provide customers with even more ways to shop,” said Kroger CEO Rodney McMullen in a press statement. “Vitacost.com’s core focus on healthy living products is complementary to our fast-growing natural foods business, and we intend to grow Vitacost.com’s strong position in the online nutrition market.

At the same time, we will build on Vitacost. com’s e-commerce platform by integrating it with our existing digital offerings to create exciting new levels of personalization and convenience for our customers.”

Kroger holds its position as one of the largest pure e-commerce companies when it comes to the healthy food industry with extensive e-commerce experience.Vitacost, on the other hand, offers 45,000 products of minerals, herbs, supplements, organic foods, beauty products and more that are also available for Canadian consumers to order online, along with 160 other countries.Vitacost has served 2.3 million customers to date, with 800 associates and a distribution centre in Lexington, N.C. The highest demand for Vitacost products is reportedly in China, Australia, Brazil and Canada. The company offers a ship-to-home service in all 50 states in the U.S. which will expand Kroger’s reach.

Kroger signs deal with online brand Vitacost In an effort to expand online and develop e-commerce, American-based supermarket Kroger has purchased online vitamin brand Vitacost.com for US$280 million. Vitacost

18 IHRMAGAZINE.COM • AUGUST/SEPTEMBER 2014

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INDUSTRY NEWS

PHOTO COURTESY OF LORNA VANDERHAEGE HEALTH SOLUTIONS

Jamieson takes over Lorna Vanderhaeghe Health Solutions Jamieson Laboratories has acquired Canadian women’s wellness company Lorna Vanderhaeghe Health Solutions. As part of the deal, founder Lorna Vanderhaeghe will become a key shareholder of Jamieson and a member of its Board of Directors.

Lorna Vanderhaeghe Health Solutions is a Vancouver-based Canadian women’s wellness company.Vanderhaeghe is an author and public speaker with a background in science and nutrition that she uses to help women achieve health and wellness naturally for over 30 years. She has formulated and launched over 30 products in her SMART line designed to address the health concerns of women.

These products are sold in over 1,500 health stores and fine food retailers across Canada.

Vanderhaeghe also addresses specific health and wellness issues on LVHS’s www.hormonehelp.com website and The Woman’s Word newsletter, as well as through lectures and webinars she gives.

“I am very excited to be partnering with Jamieson,” says Vanderhaeghe. “I have dedicated my professional life to helping women take control of their health, but there is still so much more ground to cover. By working with Jamieson, LVHS will have the resources it needs to grow and extend its reach to even more women throughout Canada and around the world.”

“We’re honored to welcome Lorna and LVHS to the Jamieson family,” says Doug Cahill, Executive Chairman of Jamieson. “She has created an incredible line of products and has a stellar reputation as a trusted natural health leader for Canadian women.

We believe this symbiotic partnership will benefit the future development of both the Jamieson and LVHS brands.”

Jamieson is Canada’s top vitamin, mineral and supplement brand and was founded in 1922. The products are made in Windsor, Ontario and the brand has corporate offices in Toronto. Jamieson products are available in over 30 countries. Lorna Vanderhaeghe

Report says mobile payments are growing A new report from Juniper Research says that retailers and merchants have embraced mobile transactions as a key medium for sales this year, compared to transactions on desktops and laptops. The mobile-research company noted that there was a projected 88 per cent surge in transactions for online, mobile and contactless payments to $4.7 trillion by 2019.

The report credited this to customers adapting from desktops to mobile purchases and payments, as well as the growing number of people who use smartphones and tablets on a daily basis. The report says that card purchases in particular are the most frequently used.

A report by MEF, a global trade association focused on mobile space, earlier this year showed that mobile payments were more frequently used across 13 different countries, as well as developing in the world’s most prominent markets. According to the report, 15 per cent of device users last year have participated in mobile payments through their smartphone or tablets, the majority using a mobile wallet application of some sort. A lot of these mobile wallet applications use NFC technology, which allows for digital information to be transmitted over short distances, although apps that don’t use NFC are also in demand.

“I expect mobile to play a more prominent role in payment over time, as it provides some convenience advantages and can boost the shopping experience,” says Nitesh Patel, director of wireless media strategies for Strategy Analytics. “However, any large transformation is unlikely to happen rapidly and shops will need to continue to support cash and payment cards in the near future.”

Mahmoud Hashem from Rytalo, a retail-focused digital agency in Toronto, believes mobile payments don’t only provide convenience for consumers, they also improve the overall customer experience.

“Integrating mobile payments with loyalty programs and location-based promotions opens up a lot of opportunities for differentiation such as order-ahead functionality, instant customer surveys and personalized in-store offers,” says Hashem.

MEF’s report underlines that mobile money users are 10 per cent less likely to make low-value payments and 14 per cent more likely to make mid-value ones. The report suggests that a “mobile-only” culture is emerging in developing countries, especially with mobile banking increasing in popularity for consumers and expected to continue to do so for the future.

Health Solutions, on the other hand, was founded in 2010 in Vancouver. Lorna Vanderhaeghe’s primary goal is to educate women about their health. She has been giving lectures, webinars, writing newsletters, blogs and other social media as well as making radio and television appearances.

have noted that several products that are Health Check-approved contain a significant amount of fat, sugar and sodium.

The company notes that it is not leaving the health scene altogether, and will instead focus on initiatives catered to helping consumers make better health choices.

The Heart and Stroke Foundation cuts its Health Check program The Heart and Stroke Foundation has announced that it is cutting its Health Check program. This comes after the organization has faced criticism for years due to its supposed leniency with unhealthy foods.

The program was created 15 years ago to help guide consumers to better food options.

Products that met predetermined criteria were awarded a Health Check symbol on the package. However, critics of the program

Jordanna Henderson joins LeBeau Excel Jordanna Henderson has joined LeBeau Excel Sales and Marketing as a sales representative in the metro and east greater Toronto area, effective July 2.

Jordanna has worked in the health food retail industry at Today’s Natural Solutions. She has a Registered Holistic Nutritionist designation from the Institute of Holistic Nutrition.

Johanna can be reached at jordanna@ lebeauadvance.com or 647-273-3122.

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STAR WATCH

These celebrities are at the forefront of the newest health trends

BY BONNIE SIEGLER

>LESLIE BIBB “I have an intolerance or sensitivity to gluten.When I would eat bread or pasta, which I love, by the end of the night my stomach would always be distended and I’d have nausea. I felt sapped of energy. So I’ve gone to a gluten free diet and I have much more energy and no digestive problems. You really have to be vigilant about this. Even if I have a beer now, which contains wheat products, the symptoms will come back.”

>MELISSA ETHERIDGE “I never take over the counter medications. If I have a headache, I’ll have a cup of dark, black tea with caffeine which opens up the blood vessels and it’s enough to calm a headache.”

MERCHANDISE IT!

Eden Foods makes several gluten free grain options, including their delicious 100 per cent whole grain Organic Quinoa.

This fast-cooking, high protein food is high in fiber, thiamin B1, vitamin B6 and folate B9.

(454g, $10.29)

PR PHOTOS

MERCHANDISE IT!

Four o’Clock Tea is a line of refreshing teas in classic and seasonal flavours that appeal to every customer. Stock the whole variety of the line’s black teas for a delicious take on headache relief, including the organic, fair trade certified Black Tea Chai flavour.

(16 bags, $4.99)

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SKU REVIEW

MULTISURE® PRENATAL MULTIVITAMIN & MINERAL SUPPLEMENT WITH FOLIC ACID, DHA, GINGER AND VITAMIN D 60 SOFTGELS Prenatal nutrition requires more than just vitamins – omega–3s such as DHA are vital too. MultiSure® Prenatal from webber naturals® ensures you and your growing baby get the high potency, full spectrum support you need, from folic acid to fatty acids, while ginger helps mitigate unpleasant pregnancy symptoms.

STRAUSS HEARTDROPS Strauss Heartdrops help maintain cardiovascular health, reduce blood lipids like cholesterol and support healthy circulation.

• 7th Century traditional family formula • Scientific Validation from 3 Studies • Over 2000 personal testimonials • Health Canada Approved NPN 80030089 • Proprietary process method • Complete with unfiltered Bioactives.

PET VITALITYTM – A SENIOR PET FORMULA FOR DOGS AND CATS Your animal companion also endures the symptoms of aging, such as, impaired mobility, reduced activity, pain, and decreased energy and immunity. Pet Vitality contains 45 vitamins, minerals, nutrients & herbs, all helpful for an aging dog or cat to regain vitality and better overall health. Now you can help your senior pet regain fitness and improve their quality of life in their golden years. Pet Vitality is available in a 500 mL size liquid and is dosed based by your pet’s weight.

Fill out the form below clearly and completely, and fax to 1-888-849-0155 or 416-703-6392 for more details Name: Phone: Store: Fax: Address: Email: City: Province: Postal Code:

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VITAMIN K2 + D3 WITH VITAMIN A 30 SOFTGELS Vitamin K2 and D3 Plus A from webber naturals® is a combination of vitamins that help maintain bone and cardiovascular health, while optimizing absorption of calcium, and protecting against osteoporosis and heart disease. In addition, these vitamins support vision, healthy, youthful skin, and immune function.

WILD SALMON OIL BLENDTM – A BETTER SOURCE OF OMEGA-3 FISH OILS FOR DOGS AND CATS Now here is a liquid formulation that contains purified oil from salmon and the deep ocean small fishes sardine, anchovy and mackerel, and all wild harvested. Each individual fish oil is molecularly distilled to remove toxins, pesticides and heavy metals to ensure purity while giving your pet a healthy, high dose of DHA and EPA. Wild Salmon Oil Blend provides Omega-3 Essential Fatty Acids, which are so vital to cellular health, the cardiovascular system, blood pressure, reducing inflammation and the health of your pet’s skin and coat. Wild Salmon Oil Blend is available in a 500 mL size liquid and is dosed by your pet’s weight

TREEHOUSE™ OMEGA-3 GUMMIES 60 GUMMIES Providing 18 mg DHA and 5 mg EPA, each yummy gummy is sweetened with evaporated cane juice and organic tapioca syrup — not high fructose corn syrup! Kids will love our three delicious, natural fruit flavours: Green Apple, Orange Peach, and Strawberry Banana. These gummies are free from artificial colours, GMOs, hydrogenated oils, gluten, wheat, nuts, and dairy.

PURICA® RECOVERY Now with low-glycemic Monk Fruit sweetener, Recovery tastes even better! The leading formula for aches and pains, Recovery vegan powder is great for those who hate swallowing pills

Fill out the form below clearly and completely, and fax to 1-888-849-0155 or 416-703-6392 for more details Name: Phone: Store: Fax: Address: Email: City: Province: Postal Code:

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Common Symptoms

Men usually experience having to wait for the urine stream to start, poor urinary flow, a variable flow rate, frequent urination, urinary urgency, dribbling, and nocturia. BPH is diagnosed through a digital rectal exam or imaging.

Herpes sores usually appear as blisters on or around the genitals.

The blisters break and leave painful sores that may take weeks to heal. Herpes is sometimes associated with flu-like symptoms such as fever, body aches, or swollen glands. Repeated outbreaks are common, especially during the first year after infection. A practitioner can diagnose genital herpes after a physical exam.

Symptoms include the occasional inability to obtain a full

Health Conditions

Benign Prostatic Hyperplasia (BPH)

Genital Herpes

Erectile Dysfunction

L-arginine has been studied in randomized controlled trials

Aloe vera gel is often used topically for dermatological conditions.There is some evidence suggesting that aloe in a cream preparation is an effective treatment for genital herpes in men.

Lemon balm (Melissa officinalis) as a topical preparation can help heal sores associated with genital herpes. Finally, sage extracts may be useful in herpes skin infections.

Pygeum bark extract can moderately improve urinary symptoms of prostate inflammation. Numerous human studies show that it reduces urinary hesitancy, frequency, and nocturia. Saw palmetto may also have beneficial effects on prostate health, but there are some conflicting human studies available.These herbs may taken by themselves on an empty stomach. Pairing multiple herbs that have a similar effect (such as these) can be useful in achieving the desired outcome.

Natural Treatment Options

When marketing L-arginine, it would be wise to focus on

Aloe vera gel will normally be sold in tubes. It may help to market products that have no chemicals or preservatives to avoid allergic reactions or sensitivities. Sage and Lemon balm topical preparations can be made from the dried herbs directly, or they can be obtained from commercial preparations.These could be marketed as “natural and soothing herbs.”

To market Pygeum and Saw palmetto, you may want to focus on the method of delivery (for example, if it is a dried herb, capsule form may be easier for some customers). Other customers may prefer a tincture (alcohol extract of the herb).

Qualities vary greatly, so suggesting reputable brands with high-quality sourcing is important. You could also focus on products that provide “standardized extracts” on their label.

How To Market These Products

together as a full unit or section. We have very knowledgeable staff that can help the customer find any item they want,” says Morris.

Sanjiv Jagota, president of Nature’s Source, believes that to build a strong category, the products should accommodate the demand. In his stores, the sexual health category is composed of 60 per cent products related to prostate health. The remaining section is divided into 20 per cent maca, five per cent arginine, seven per cent assorted libido-boosting products, and eight per cent products to encourage urinary tract health.

While you might find it more effective to group products by concern as many retailers often do, Morris believes that may not be the most effective way to promote sales. He finds that with products that are grouped by concern, customers often choose the product that is on sale, rather than based on ingredients or product quality, which is not how he feels a health food store should be.

BY CHRISTOPHER HABIB, ND AND KAVITA SABHARWAL

Is there a way to naturally treat the most common sexual health ailments?

We rounded up the best (and most effective) alternatives to traditional medicines.

NATURAL SOLUTIONS FOR SEXUAL HEALTH ISSUES

n the U.S., combined sales of vitamins, supplements, herbs and homeopathic products for intimacy in both the natural and conventional channels grew three per cent year over year. From May 2013 to May 2014, sales for intimate products were at nearly $69 million, up from $67 million for 2012 to 2013, according to data compiled by SPINS. In the mainstream pharmaceutical channel,Viagra alone made over $1 billion in worldwide revenue last year, a number that is gradually decreasing due to increased competition and loss of exclusivity by Pfizer, yet is still widely available.

According to Terrance Morris, Healthy Living Merchandiser at Pomme Natural Market, a method that has been effective for his store has been to group products together by brand rather than condition.

“I have always done this and it works well for us. With my photography and package design background I know companies make their bottles and boxes to give a stronger presence if shelved

I

FEATURE

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Women may notice a thin white or gray vaginal discharge, odour, pain, itching, or burning in the vagina. Some women have a strong fish-like odour, especially after sex. There may also be burning when urinating, itching around the outside of the vagina, or both. However, many women with BV do not have symptoms. BV is diagnosed with a swab and a culture.

Low libido can be caused by sexual arousal disorders. In men, it often displays as erectile dysfunction. In women, there is decreased blood flow or lack of vaginal lubrication. Low libido can also be linked to a delay or absence of orgasm following normal sexual excitement. Low libido can be diagnosed with a questionnaire from a practitioner or a hormone panel.

Breast tissue may feel fibrous and lumpy, or may have a texture described as similar to cobblestone. The lumps are usually smooth and have defined edges and are movable.There may also be breast pain felt and it may or may not be related to the menstrual cycle. Nipples may get tender or itchy. Fibrocystic breast disease can be diagnosed with an ultrasound.

Symptoms of PID can be mild and some women do not experience any symptoms. Some of the symptoms that can be experienced include pain in the lower abdomen, fever, vaginal discharge with an unusual odour, pain or bleeding during sex, burning while urinating, or bleeding in between periods. Women can be diagnosed with PID after a gynaecological exam, paired with a culture.

Most people do not experience any symptoms. Sometimes people find out they have HPV when they get genital warts.

HPV can be diagnosed with a swab or pap test. Women may get abnormal Pap test results during a cervical cancer screening.

Bacterial Vaginosis (BV)

Low Libido

Fibrocystic Breast Disease

Pelvic Inflammatory Disease (PID)

Human Papillomavirus (HPV)

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Symptoms include the occasional inability to obtain a full erection, inability to maintain an erection throughout intercourse, or complete inability to achieve an erection. Lack of morning erections can also occur and may be associated with a decrease in libido. Patients can be diagnosed with ED after taking a questionnaire from their practitioner.

Erectile Dysfunction (ED)

are common, especially during the first year after infection. A practitioner can diagnose genital herpes after a physical exam.

Green tea extract has been studied to treat the genital warts caused by HPV. Green tea extract could be paired with other antioxidants, in particular things like vitamin A, C, and E, as well as the minerals Selenium and Zinc.

Antibiotics are the standard treatment for PID. If the infection is particularly severe and has spread to the kidneys, hospitalization and intravenous antibiotics may be necessary. Symptoms usually start to improve after a few days of treatment. Probiotics could be paired with the antibiotics, generally recommended to be taken with food and at times separate from the antibiotic.This way, the probiotic should help replenish any healthy bacteria that are killed off as a side effect of treatment.

There is limited evidence suggesting Bilberry (or the herb Vaccinium myrtillus) may be effective for fibrocystic breast disease. Chlorophyll is the chemoprotein that contributes to the green pigment found in plants. It may have the ability to alter the liver enzyme pathways that are involved in estrogen metabolism. Chlorophyll is also used as a digestive stimulant, so may be best recommended before meals on an empty stomach.

The herb Ginkgo biloba has medicinal properties that increase blood flow. It causes blood vessels to relax, including the vessels found in the corpus cavernosum tissue of the penis, thus improving penile blood flow. Early studies have suggested that the herbs Panax ginseng, L-arginine, damiana, ginkgo, and multivitamins may improve sexual arousal in women with decreased sex drives. For immediate relief, women can also use lubricants without propylene glycol which can cause skin irritation or an allergic reaction.

Probiotic suppositories are effective in the treatment of BV. The most commonly used strain is Lactobacillus acidophilus.

Probiotic suppositories can also be used for prevention of BV, but not all probiotics have shown positive results in human trials.

There are no specific product pairings with probiotic suppositories that would necessarily be indicated. Anti-inflammatories could be recommended orally as an adjunctive therapy.

L-arginine has been studied in randomized controlled trials and has reported benefits in patients in combination with glutamate. L-arginine can help increase nitrate levels and promote vasodilation, helping to improve the symptoms of ED. Consider pairing multiple vasodilators together for an enhanced effect. Other natural options include maca, horny goat weed, tribulus and rhodiola rosea.

help heal sores associated with genital herpes. Finally, sage extracts may be useful in herpes skin infections.

Green tea extract can be marketed as a “unique extract”. In other words, green tea in tea form will not be the same, nor will any other extract. Marketing the unique composition, especially for conditions like HPV where it’s been tested for efficacy, is possibly more appealing.

The marketing of natural products to help with PID might be best focused on treating symptoms, rather than directly eliminating the infection. You could market herbs that boost the immune system, like Astragalus or Ganoderma.You could also market anti-inflammatory products to help with the pain, such as fish oil, or the herbs Curcumin and Boswellia. All of these products can be used in combination.

When marketing Bilberry, you may want to focus on a product that has a significant dose, perhaps over 1000mg in dried form or from a standardized extract. Chlorophyll is typically found in a liquid form.

Ginkgo, Panax, and Damiana can all be marketed as stimulant herbs that can boost energy and desire. Marketing could also appeal to boosting sex drive or use slightly more medical terminology such as increased libido. Different products could be made to appeal to men and women differently. Products could also be described as increasing arousal, or increasing natural lubrication. Place a special focus on lubricant products that do not contain propylene glycol and other potentially dangerous chemicals.

Probiotics vary in strain, dose, and viability at room temperature. Probiotics that contain more than 10 billion CFU (colony forming units) could be more desirable for consumers. Multiple strains may be more appealing than single-strain products, as long as Lactobacillus is among the strains. Finally, if the product is stable at room temperature, this is appealing to customers.

When marketing L-arginine, it would be wise to focus on the purity of the product. Companies that have established records of batch testing are more reliable.You may also consider products that combine L-arginine with other vasodilators.

The combination products are the ones that showed beneficial effects in research studies, so these may be more effective.

or they can be obtained from commercial preparations.These could be marketed as “natural and soothing herbs.”

TOP SELLER REVIEW HEALTH BOUTIQUES STORE INFO

TOP THREE PRODUCTS

FOOD

TOP THREE PRODUCTS

HERBS

TOP THREE PRODUCTS

PERSONAL CARE

TOP THREE PRODUCTS

ACTIVE LIFESTYLE

Fiddleheads Bruce St Kitchener, ON

The Stone Store Guelph, ON

STORE SIZE: 4,000 sq. ft.

The Healthoholics’ Wellness Centre Kitchener, ON STORE SIZE: 2,900 sq. ft.

DEMOGRAPHICS: All

DEMOGRAPHICS: 19 to 65+

DEMOGRAPHICS: 20 to 90+

INCOME: $30,000 to $200,000

Kombucha, GT’s, 480mL

INCOME: $24,000 to $100,000+

Grainfields Bakery, Kamut Multigrain Sourdough Bread

INCOME: $20,000 to $80,000

Almond Breeze, Blue Diamond, 946mL

Sheep Yogurt, Best Baa Farm, 500g

Organic Oats, Oak Manor Farms, 1kg

Pur Gum, 80g

Organic Raw Sunflower Seeds (bulk)

Almond Breeze Vanilla, Blue Diamond, 946mL

Garcinia Cambogia, Himalaya, 60 capsules

Whole Psyllium Husk, 1lb

Curcumin, assorted

Immune 7, Purica, 60 capsules

Organic Ground Cinnamon (bulk)

Blessed Thistle, Nature’s Way, 200 capsules

Essential Oils assorted, NOW, 30mL

Organic Oatstraw (bulk)

Oregano Oil, Natural Factors, 30mL

Skin Gel, Nature’s Aid 125mL

Natural Lipbalm, Moiststic, 4.25g

Unscented Shampoo and Conditioner, Oneka, 500mL

Traumeel, Heel, 50g

Sea Kelp Bar Soap, Soapworks, 110g

Toothpaste, Green Beaver, 75mL

Neem and Pomeganate Toothpaste, Himalaya,150g

Frosty Mint Toothpaste, Green Beaver, 75mL

Deoderant, Penny Lane Organics, 120g

Assorted shakes, VegaOne, 425g

All-in-one French Vanilla Protein Powder, Vega, 840g

French Vanilla Protein Powder, Vega One, 827g

Assorted flavours, Ener-C, 9.25g

Perfect Nutrition, Perfect Whey Vanilla, 2lb

Greens+ Whole Body Nutrition, Genuine Health, 487g

Vegan Protein Vanilla, SunWarrior, 2lb

Warrior Blend Natural, Sunwarrior, 2.2lb

Ultimate Flora 50 Billion Probiotic, Renew Life, 30 caps

Women’s multivitamin, Progressive Nutritionals, 120 capsules

Chocolate Supershake, Rumble, 355mL

TOP THREE PRODUCTS

VITAMINS/SUPPLEMENTS

Glucosmart, Lorna Vanderhaeghe, 30 caps

Ultimate Critical care Flora, Renew Life, 30 capsules

Ultimate One Active Women’s, NuLife, 120 tabs

STORE SIZE: 2,000 sq. ft.

Hemp Hearts, Manitoba Harvest, assorted

Hydroxy B12, AOR, 60 tablets

Shark Cartilage, Bell, 100 caps Mental Calmness, Natural Factors, 60 chewables TOP THREE PRODUCTS

NEW PRODUCTS

Calcium Magnesium, assorted

Cocoa Delight Raw Bar, Nakd, 35g

Deoderant, Every Man Jack, 88g

Mushroom teas, assorted varieties, Four Sigma Foods, 20 tea bags/box

Maqui Mojito Kombucha, GT’s, 450mL

Himalaya products, all

Mozi Q, Xerion Dispensary, 30 tab

Progressive HCP30 Probiotic, 120 caps

Garcinia Cambogia, assorted

Moana Skincare, assorted

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PHARMACIES All About Health Remedy’sRx Woodstock, ON

Dawson Creek Heath Food Centre Dawson Creek, BC

Herbs & Nutrition Toronto, ON

Tamarack Health Food and Gifts Sault Saint Marie, ON

Pioneer Park Pharmachoice Kitchener, ON

STORE SIZE: 2,000 sq. ft

STORE SIZE: 2,400 sq. ft.

STORE SIZE: 4,000 sq. ft.

STORE SIZE: 3,500 sq. ft

STORE SIZE: 5,000 sq. ft

DEMOGRAPHICS: 28 to 68

DEMOGRAPHICS: 20 to 80

DEMOGRAPHICS: 20 to 60

DEMOGRAPHICS: All

DEMOGRAPHICS: All

INCOME: N/A

INCOME: N/A

INCOME: N/A

INCOME: All

INCOME: $25,000 to $80,000+

Stevia, Herbal Select, 60mL

Chia Factors, Natural Factors, 12.6oz

Organic Coconut Oil, Nutiva, 1.6L

Yogurt and Kefir, Saugeen Dairy, 1kg

Sesame Snaps, Waterbridge, 36g

Luobuma tea, Harena Maris, 90g

Hemp Hearts, Rocky Mountain, 454g

Almond Breeze Unsweetened Original, Blue Diamond, 946mL

Kombucha, GT’s Raw Organic, 480mL

Bottled Water, Nestle, 500mL

Coconut sap sugar, EthnoScience, 1lb

Coconut Oil, Alpha Health, 475mL

Blossoms Organic Eggs Large Size, Nutri Group

Pasta, GoGo Quinoa, 227g

Simply Protein Chips, Simply Choices, 33g

Garcina Cambogia, Kalaya, 60 capsules

Oil of Oregano, Joy of the Mountains, 30mL

Floradix, Salus, 500mL

Dandelion Leaf cut and sifted, Organic Connections, 500g

Herbal Laxative, Swiss Herbal, 90’s

A.G.E, Kyolic, 180 capsules

Dandelion Root Tea, Traditional Medicinals, 16 bags

Floravit, Salus, 500mL

Sage, cut and sifted, Organic Connections, 500g

Herbal Diuretic, Swiss Herbal, 90’s

Estrovera, Metagenics, 30 tablets

Peppermint Tea, Westpoint Naturals

Herbal D-Tox, Wild Rose, 12 day Program

Milk Thistle, cut and sifted, Organic Connections, 500g

Oregano Oil - Extra strength, Holista, 25mL

Skin Gel, Nature’s Aid, 125mL

Skin Gel, Nature’s Aid, 125mL

Facial Sunscreen Lotion SPF 30, Alba, 113g

Shampoo (assorted), Jason, 473mL

Lip Medex jar, Blistex, 7g

Mandarin Vanilla body lotion, Andalou Naturals, 326mL

Liquid Soap, Dr Bronner’s, assorted

Peppermint Oil Castile Soap, Dr Bronner’s, 944mL

Skin Gel, Nature’s Aid, 125mL

Emu Oil Soap, Soapworks, 100g

Skin Food, Weleda, 75mL

Essential Oils, NOW, assorted

Power Smile Toothpaste, Jason, 170g

Earth Paste toothpaste, Remond, 113g

Glysomed Hand Cream, Blistex, 50mL

Diesel, Perfect Nutrition, 2lb

All in One Nutritional Shake, Vega One, 437g

Vega One, Vega, 862g

High Performance Sports Drink, BioSteel, 375g

Knee Brace – Neoprene w/ patellar support, Trainer’s Choice, Large

Vanilla, Vega One, 2lb

Pumpkin Seed Protein Powder, Omega Nutrition, 600g

Iso New Zealand Whey, Ergogenics Nutrition, 910g

Pre-Workout Energizer, Vega Sport, 540g

Hydration Bottle, Bios H2O, 650mL

Assault, Muscle Pharm, 30 servings

Protein Smoothie, Vega, 252g

Protein, Sun Warrior, 2.2Ib

Electrolyte Hydrator, Vega, 168g

Icy Cool Towel, Upper Canada, 17cm x 85cm

Daily One Multivitamins, Quest, 90 tablets

Vital Greens, Naka, 500mL

Advanced B Complex, AOR, 180 caps

Multi Vitamins, Progressive, 120 capsules

Vitamin D3 1,000IU, Webber Naturals, 240 tablets

Pro-Biotik 15B, CanPrev, 60 capsules

Colloidal Trace Mineral, Organika, 100mL

NutraSea HP, Ascenta, 120 softgels

Relora Plus, Nature’s Harmony, 60 capsules

Vitamin C assorted flavors, Jamieson, 500mg chewable tablets

Omegessential, Progressive Nutritional, 120 softgels

Shark Cartilage, Bell, 100 caps

Every Woman 40+ one daily, New Chapter, 72 tablets

Pro-Biotik 15B, Can Prev, 60 capsules

Vitamin B12 1,000mcg, Jamieson, 100 sublingual tablets

Arnold Series Iron PumpMuscle Pharm, 180g

Garcinia Plus 300mg, Organika, 90 caps

Original Black Bean Chips, Beanito, 170g

Medi C, Preferred Nutrition, 600g

Emtrix nail fungal treatment, Paladin, 10mL

Chocolate Mint Protein Bar, ProBar Core, 80g

Ultimate Kale Chips, Solar Raw Food, 100g

Vega Snacks, Vega, 42g

PB2, Bell Plantation, 454g

Kids 0-9 C&C liquid, Homeocan Inc., 100mL

Omegessential Jewel, Progressive Nutritional, 120 softgels

Sprouting Jar, NOW

Sports Protein Bars, Vega, 60g

Garcinia Cambogia, Slim Centials, 60 capsules

Royal Red Krill Oil Plus, Webber Naturals, 60 softgels 200g

AUGUST/SEPTEMBER 2014 • IHRMAGAZINE.COM

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COVER STORY

sweet

IDEAS

After finding himself unexpectedly in the grocery business, Digs Dorfman brings The Sweet Potato to success and beyond.

BY KAVITA SABHARWAL PHOTOGRAPHY BY MIKE FORD

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COVER STORY

igs Dorfman did not have a traditional transition into the grocery business. Though he is a bit of an accidental grocer, he claims that the ability to choose the best produce runs in his blood, as his grandfather owned Sunnybrook Farms, once the largest independent grocery chain in Ontario, prior to his retirement.

After receiving his music degree in Montreal, Dorfman moved back to Toronto and began running a weekend organic market in High Park from 2005 to 2008 during summers, selling fruits, vegetables and baked goods.

While he enjoyed running the market, Dorfman had not considered other options for expanding his small business. That changed when loyal customers requested he open a store in the neighbourhood that could operate year-round. Once that seed was planted in 2008, it took him only eight months to open The Sweet Potato.

COMMUNITY COMES FIRST It is clear that the Junction, the colourful and historic Toronto neighbourhood where the store is located, was chosen as The Sweet Potato’s home base for the sense of community that exists with its patrons.

Indeed, Dorfman and the entire ‘Yam Fam’ love the neighbourhood and its most common demographic of what Dorfman refers to as ‘parent gangs’ - young families with several children. Also frequenting the store are single professionals that reside in the new condominium developments in the neighbourhood and an elderly population that is increasingly interested in healthful living.

An aspect of the store that encourages repeat visits is the feeling of community, a cornerstone of Dorfman’s business model. He prefers to invest in community events such as the annual Halloween pumpkin carving festival in the Junction together with the neighbourhood Business Improvement Area. The store gives away about 250 pumpkins to children to carve their own Jack-o-Lanterns, with free food and carnival games also provided to add to the festive spirit. He estimates that last year, the company donated nearly $15,000 to various community events, although the return on that investment is unknown.

“That’s the type of thing we like doing to promote our store. From the start, I always said if we just do this for a few years, people will really see that we love the community and this type of advertising will earn us a reputation you can’t buy with awesome ads,” he says.

Dorfman supplements that community marketing approach with the Potato Post, the store’s newsletter. He also knows that other than social media, word-of-mouth really works to bring in new customers to his store.

“We really work hard to build our reputation and our name in the community and we really like positive word of mouth. People telling their friends and family, that works better than anything,” he says.

CULTIVATING THE BUSINESS While The Sweet Potato is currently 8,000 square feet, including the 3,500 square foot sales floor and the back area that houses offices and merchandise overflow, the size of the store cannot accommodate its skyrocketing sales.That is why the staff of about 35 full-time employees plans to move to an 18,000 square foot space a few blocks from its current location.

“That would make us the second largest in the city. We’re really excited about that,” says Dorfman. “The community has given us a flood of support since we announced that we even might be thinking about it.”

Moving to a larger spot puts other plans on the back burner, namely starting an E-commerce site and opening more locations.

“Once we have more space and we increase the economy of our scale of buying, that is definitely an option we’ll pursue, though it’s pretty far down the line,” says Dorfman. “I feel like there are some other neighbourhoods in the city and definitely some other places in Ontario where we would fit in well. We are still in the very beginning stages of that stuff. We’ve really poured all of our energy in the past couple of years into building this larger store that we’re hoping to open by the end of the year.”

Although they do some planning, Dorfman believes analytics can only tell you so much. “We don’t forecast more than a few months ahead. We set up some promotional calendars with some of the larger size vendors. I know we’ll be selling cereal and almond milk all year, so that’s the type of thing that we’ll forecast a little bit,” says Dorfman. “It’s really important to have your finger on the pulse of what’s going on, and trends in food can happen so quickly. It’s often seasonal and weather dependent.”

Dorfman cites this past winter as an example, with its ice storm and cold temperatures causing his store to sell root vegetables far later in the season than they usually would. Despite the terrible winter weather, he says that summer is the store’s worst shopping

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COVER STORY

“It’s really important to have your finger on the pulse of what’s going on, and trends in food can happen so quickly. It’s often seasonal and weather dependent.”

season for two reasons. The first is that Toronto is not a summer destination, with its residents often visiting cottages for periods of time and children staying at summer camps. The second is that the store loses staff most often during the summer because they are often young people who prefer to spend their summers traveling, or they go back to school in the fall.

NURTURING RELATIONSHIPS The reason Dorfman is able to offer noticeably lower prices on his produce is because he has figured out the balance of giving his customers the low prices they appreciate while paying farmers a fair price for their products.

“One of the advantages that I got out of running the High Park organic market for a couple of years is I met a ton of farmers and developed really good relationships with them,” says Dorfman.

“We make sure to never underpay any farmers. At the same time I want to put on deals with produce. That’s really challenging. We’ve managed to do it successfully and the farmers that we’ve worked with are really happy to be working with us.”

In addition, Dorfman’s method of dealing directly with growers at a farmer’s market allows him to carry fresher, more local produce at better prices than chain stores due to their wide-scale buying.

Another relationship that Dorfman takes seriously is the one between him and his employees, who are trained based on their department and participate in information sessions relevant to the business to keep them informed.

Dorfman keeps the Sweet Potato’s position in the marketplace confidential, however he does note that his store’s success compared to others in the same field is caused in part by the friendliness of his sales staff, which keeps customers coming back.

Dorfman himself takes care of the produce buying due to his farmer’s market connections, while three other members of staff take care of the purchasing for the rest of the store.

BUILDING ACHIEVEMENTS The Sweet Potato team prides itself on the store’s low prices, especially compared to its competitors. “We work very hard to provide the best local and organic food at the cheapest price we possibly

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can, and that’s definitely a different business model than most of the stores out there,” says Dorfman. “We’ve done some price comparisons with other stores. In particular with the fresh product, we find that we’re consistently 20 to 30 per cent cheaper. That’s dramatic.”

As might be expected for an organic grocery store at this level, Dorfman has very strict rules about the products that can be allowed in-store. He also has his own rules for the produce department: local first, organic second. However, a first choice is always local and organic together.The mix of produce in the store is generally 90 per cent organic, and 10 per cent local conventional produce, although it depends on the season. If a product is not available locally or as an organic import, it will not get past the door.

Among the milestones that Dorfman is proud to have achieved, he counts winning Now Magazine’s Best Organic Grocery Store in the City award at the top of his achievements.

He is also proud to mention the store had to be renovated to add more cash registers about one year ago in order to process customers more quickly.

“That was a bit of a feather in my cap because [when I opened the store] I thought to myself; we’re never going to be so busy that we’ll need more cashiers. We’re so much busier than that,” he says.

Dorfman and his team have truly earned these accolades; putting everything they have into the store to get it to the level it is at now. In its new location, The Sweet Potato will easily be able to accommodate its steadily growing numbers more comfortably while keeping its prices low and its customers happy. And that fact is truly sweet.

At a Glance

Name: The Sweet Potato Owner: Digs Dorfman Location: 2995 Dundas St. W., Toronto, ON. M6P 1Z4 Website: thesweetpotato.ca Store size: 8,000 sq. ft.

Staff: 35 Top Selling Products

Produce: Bananas, avocados, lemons, English cucumbers, kale Food: King Island Coconut Water, Eden Foods Garbanzo Beans, Neal Brothers Tortillas, Natura Soy Milk, Kiju Personal care products: Soapworks Bar Soap, Green Beaver Toothpaste, Bare English Lip Balm, Kiss My Face Kids Toothpaste, Natracare feminine products, Green Beaver Suncare Miscellaneous: Seventh Generation Baby Wipes, Seventh Generation Dish Soap, Eco-Max Laundry Soap, Seventh Generation Diapers

AUGUST/SEPTEMBER 2014 • IHRMAGAZINE.COM

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FEATURE

Fighting back against

MENOPAUSE Menopause products experience steady sales, keeping it one of the strongest categories.

BY CHRISTOPHER HABIB, ND

AUGUST/SEPTEMBER 2014 • IHRMAGAZINE.COM

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2014-07-25 3:53 PM

s many women know, menopause may cause numerous unpleasant symptoms including hot flashes, mood changes, sleep disturbances, urinary incontinence, fatigue, and sexual problems such as vaginal dryness. These symptoms can adversely impact a woman’s quality of life. In addition, it can cause an increased risk of health challenges, including atherosclerosis, osteoporosis, and type 2 diabetes.There are no ongoing screening tests that are used to detect menopause. Instead, its diagnosis is based on the age of the patient, the overall clinical presentation, and potential laboratory diagnostic tests. In particular, elevated serum FSH tends to confirm the menopausal state.

Historically, the most common and effective treatment for these symptoms had been conventional hormone replacement therapy.

However, these treatments became less utilized when large randomized studies showed that women who were undergoing hormone replacement had an increased risk of breast cancer, coronary heart disease, stroke, and venous thromboembolism.

THE CATEGORY Calcium and vitamin D are the two integrative therapies that likely have the strongest evidence supporting them. Calcium helps to attain bone mass and prevent osteoporosis and adequate vitamin D allows for better calcium absorption. Multiple studies of calcium supplementation in at-risk populations like the elderly and postmenopausal women have found that calcium is helpful in preventing the loss of bone density. Vitamin D can also be useful if women are experiencing bone pain, muscle weakness, and osteomalacia, in particular by preventing a vitamin D deficiency. Joint calcium and vitamin D supplements often contain the recommended dosages of 1,200 mg of calcium paired with 400 to 1,000 IU of vitamin D to support strong bones and muscles.

Various herbs have been studied for the treatment of menopausal symptoms. There is good evidence supporting the use of the herb Salvia officinalis, or Sage, to treat symptoms. Sage contains compounds called phytoestrogens, plant-based chemicals that are similar

Retail merchandising tools can be set at different key points or sections of the store to prompt questions and answers in the hope of engaging a conversation with the sales staff.

In 2010, 28.2 per cent of the female population in Canada was over the age of 55, according to the Canadian census. Although the report does not have data on the number of women experiencing menopause in Canada, it can be inferred that most of the women over 50 will have reached the menopausal stage. Statistics Canada estimates that the number of women over the age of 50 in 2013 was about 6,654,019, indicating that most of these women have reached menopause.

For many women, the benefits do not outweigh the associated risks. From a complementary and alternative medicine perspective, numerous natural therapies exist that have been shown to help with menopausal symptoms or to help decrease the risk of the associated health conditions.

to estrogen and may act like estrogen in the body, or in some cases may block the effects of estrogen. This means it may be able to mitigate the hot flashes that are experienced by women by taking four to six grams of the leaf per day.

Another herb that has been studied is Trifolium pratense, or red clover, a legume that also contains phytoestrogens. The evidence suggests that red clover contains isoflavones that have estrogen-like activity. However, there is no definitive evidence that these isoflavones have direct beneficial effects. The isoflavones are purported to reduce menopausal symptoms and to serve as a possible alternative to hormone replace therapy in taking 28 to 85 mg per day.

Another option is increasing dietary intake of items such as flaxseed. Flaxseed and its derivatives flaxseed oil and linseed oil are rich

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FEATURE

sources of the essential fatty acid alpha-linolenic acid. Alpha-linolenic acid is a precursor to omega-3 fatty acids, including eicosapentaneoic acid, a highly anti-inflammatory compound that is useful for a number of different inflammatory health conditions. In addition, there are randomized controlled trials that show flaxseed oil may help decrease mild menopausal symptoms.

Beware ingredients that have been raved about in the past as being a solution for menopausal symptoms. Innovations in ingredients have come a long way. New products from natural brands avoid some ingredients previously used to treat menopausal symptoms, such as soy. Soy was studied in a 1994 study published in the American Journal of Clinical Nutrition, which gave six women with normal menstrual cycles 45 mg of soy isoflavones per day, the equivalent to one to two cups of soy milk. After one month, all of the women involved in the study experienced delayed menstruation, similar in effect to the breast cancer drug tamoxifen.

The difference on the retail floor is what knowledge the staff has of what is available, even at the pharmacy level. The consumer of today is not the same as 10 years ago. Customers often make their own health assessments prior to seeing a professional, and when they visit stores, they walk through the aisles with an idea of what they will be purchasing.

Retail merchandising tools can be set at different key points or sections of the store to prompt questions and answers in the hope of engaging a conversation with the sales staff. Consumers generally know a lot about all the ingredients used to help treat health concerns, as the Internet always has that information readily available.

Where retailers can thrive is on the directions of use.

Overall, menopause is a natural process that is accompanied by numerous unpleasant symptoms, some of which heavily impact quality of life.The conventional treatment has usually centered around hormone replacement therapy, however large studies have highlighted the multiple risks associated with it. As a result, many integrative therapies may provide viable alternatives.

Any specific treatment protocol should be discussed with a qualified health care practitioner and cases should be managed on a case-by-case basis.

What is andropause?

Recently, women have not been the only ones afflicted by the symptoms of menopause. In fact, knowledge of male menopause, or andropause, has gained prevalence in the Englishspeaking world.

Though not officially recognized by the World Health Organization, many men experience andropause. Symptoms include anger and social withdrawal, irritability, hypersensitivity, anxiety, hot flashes, mood swings, depression, lack of libido, back and head aches and insomnia, with several of the symptoms caused from a decline in testosterone production.

Along with low testosterone, high levels of gonadotropin-releasing hormone (GnRH) and luteinizing hormone (LH) cause the symptoms of andropause to appear gradually, starting around age 40, although symptoms are most dramatic past the age of 70.

Men can fight back against this process my taking replacement doses of testosterone to keep the symptoms at bay.

Try stocking products that help boost testosterone such as Tribulus terrestris, Zinc or D-Aspartic Acid.

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Suncoat is the creator of non-toxic, water-based nail polish, the first nail product of its type to hit the market. The company fuses nature with technology to create innovative products using elements found naturally: vegan, mineral-based ingredients and water, one of the principal components of the human body.

Suncoat’s principle of using natural ingredients to make a product comparable to a conventional polish makes it easy for consumers to not have to compromise on quality.

THE SUNCOAT STORY Suncoat is a combination of the best ingredients found in nature, innovative science and mother’s love. The company was founded in 2002 by polymer and organic chemist Yingchun Liu, or Ying for short, when her seven-year-old daughter wanted to paint her nails.

While Ying was sympathetic to her daughter’s desire to experiment with colours, she was worried about all the chemicals her daughter would be exposing herself to. She decided to use her scientific knowledge to develop the first ever non-toxic, natural formula that’s just as effective and quick drying as mainstream nail polishes, yet are great for nails without having a negative effect on the environment.

All those years ago, Suncoat introduced a way for customers to wear the colours they love with a collection of water-based nail polish bursting with colourwithout compromising on product quality.

Suncoat products do not contain any formaldehyde, toluene, acetates, phthalates or alcohol – just desirable, fashionable colour. Suncoat proudly formulates and manufactures all its products at its own facility in Guelph, Ontario, and its products are not tested on animals.

INNOVATION Suncoat Products have just completed a rebranding by the New York-based Territory Provocative Intelligence, a strategy branding and implementation firm. In September, Suncoat will be launch-

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ing its newly rebranded packaging, as well as new additions to its product roster, such as a nail polish remover gel with cuticle balm in the cap for healthy, moisturized nails. The patent-pending remover gel is the only one of its kind on the market and removes all nail polishes, including gel and shellac nail polishes, which could previously only be removed at a salon. This earth-friendly, non-toxic gel is biodegradable and contains no animal ingredients for a remover that even vegans can enjoy!

PRODUCTS Nail Care: Suncoat’s natural nail polishes and removers don’t include any of the harsh ingredients that are usually present in mainstream products. Instead of chemicals, these nail polishes are water-based and completely odour free. The nail polishes come in long wearing and peel-off varieties and are free of toluene, formaldehyde, alcohol and acetates. Suncoat’s nail polish removers are plant-based, vegan and biodegradable. Instead of causing dry hands and nails, these removers have an oily texture and moisturize nails without introducing petrochemicals. The natural nail polish removers even work on hard-to-remove gel and shellac polishes.

Cosmetics: In addition to the company’s popular nail polishes, they also make natural cosmetics, including blush, eye shadow, eyeliner, mascara, brow gel, lip gloss and lipstick. The cosmetics are tinted with mineral pigments and carmine to add natural colour without adding chemicals to the delicate facial area. Suncoat’s mascaras and brow gels use an innovative sugar-based biopolymer rather than synthetic chemicals to bind the product without harming the environment in the process.

Hair Care: Suncoat’s hair care line includes a non-aerosol natural hairspray, anti-frizz calming serum, styling mousse and styling gel. These products all use a multi-sugar biopolymer instead of synthetic polymers used in mainstream hair care products and are alcohol-free to keep hair soft and healthy.

REGULATORY Suncoat Products comply with Health Canada’s cosmetics notifications, and have obtained CNF numbers. The company also

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complies with regulations in the other regions they are distributed, such as in Japan and Europe.

DISTRIBUTION PARTNERS Suncoat is distributed in Canada by Purity Life, AC Distributors and NutriPur and can currently be found at Whole Foods Market, Toys R Us and Loblaws. The company’s products are also exported to several countries around the world, including the United Kingdom, Sweden, France, the United States, Singapore, Japan, South Korea and Taiwan.

ABOUT OUR FOUNDER

Suncoat was established in 2002 when its founder, Yingchun Liu, Ying for short, was asked by her sevenyear-old daughter if she could use nail polish. However, Ying was wary of the chemicals in nail polish and worried they would pose a hazard to her daughter’s health. She decided to use her scientific background, a Bachelor of Science degree in polymer chemistry and a Masters of Science degree in organic chemistry, to create a line of water-based, non-toxic nail polishes that are meant to provide the same quality and finish of conventional nail polishes without the chemicals.

Over the years, Ying has expanded the Suncoat line to include a collection of award-winning formulations for face, eye, lips and hair, all developed using a combination of science and nature. Suncoat has a commitment to produce innovative, high-quality products from the best ingredients nature has to offer while maintaining the highest environmental integrity.

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2014-07-28 4:46 PM

FEATURE

MAKING THE MOST OF MOBILE APPS AND ONLINE MARKETING 48 IHRMAGAZINE.COM • AUGUST/SEPTEMBER 2014

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Find out how you can boost your retail sales through the use of smartphone apps and integrated online promotions.

Make an effort to engage with social media channels like Twitter, Instagram and Facebook to more effectively communicate your message.

BY MOODY HASHEM

P

icture this scenario: your store’s smartphone application sends out a notification about an article on the newest trends in natural health products, as well as information on your current specials. Over the next few days, a string of customers come in asking about the specials and commenting on your article. Some of them are just intrigued. Some of them even buy.

How did this happen? You have a mobile app that anyone can find on the iPhone App Store, Google Play, or via your company website.

In less than a minute, customers and prospects can download your free branded app and begin receiving the information that you send out regularly.

Since consumers now spend more personal time on their mobile devices than on laptops or desktops, apps quickly gain a lot of traction.

People who have strong interests — whether it’s concerning natural health products or Formula 1 racing — generally have a related app or two on their smartphones.

IS IT WORTH IT? Every retailer has the same questions when it comes to creating an app: › Will my app get any traffic? › How easy is it to load my product catalogue? › How do I create content for my app? › What is my ongoing time commitment?

These are all excellent questions that need to be asked. Firstly, you will want to encourage website visitors to download your app. Your print materials should also point people towards it.

Secondly, remember that mobile is basically another online channel.

Your app needs to be integrated with your website. If you have a product catalogue on your site or an online store, it’s vital to integrate it into your app and provide consumers with a personalized shopping experience on their smartphones.

Engaging consumers by sending out content on natural health news, updates, and trends is not difficult — especially if you engage the services of a mobile marketing company that curates content from an authoritative industry news source. Fresh content in the form of articles can be repurposed and branded specifically for your retail operation, with next to no effort from you.

Finally, make an effort to engage with social media channels like Twitter, Instagram and Facebook to more effectively communicate your message. Again, if you are working with a mobile marketing

company that knows your industry, your direct involvement need not be significant.

DRAW THEM IN Mobile is more than another way to reach people. It’s a way to locate them geographically, to show them where you are, and to draw them into your retail locations.

A well-built mobile app creates a personalized, engaging shopping experience that will help strengthen your brand and ultimately help you sell. When your app is optimized to take advantage of mobile capabilities such as GPS locating and push notifications, you can tailor your messaging based on geography. Your app can detect proximity, opening up more sophisticated marketing possibilities.

With today’s small mobile screens, you can only show so much at one time. One way to optimize the shopping experience for mobile is to curate information displayed based on geo-proximity.

If someone using your app is more than five kilometres from any of your retail locations, you will want to feature a map showing your closest stores, your contact details, and promotions. If an app user is within a kilometre of a retail location, you might want to feature any specials that you have on right now, or even push out a special offer tailored specifically for prospects with strong walk-in potential.

In-store, you can use mobile technologies to enrich the customer experience. Patrons could scan product tags, for instance, to get more information on a product. The result? Customers that can self-educate right in the store.

CHOOSE WISELY You can easily find people to build you a custom app for a few hundred dollars. What’s more difficult to find is a company that understands the value of customer interactions within the natural health product industry and can help you create an online marketing program that doesn’t take up all of your time.

When choosing a mobile integration partner, look for a company that can plan, execute and integrate across mobile, social and web.

They should have strong technical expertise on the latest mobile technologies such as push notifications, real time messaging and location-based technologies.They should also have previous experience in developing user experiences specifically for mobile apps. Last but not least, make sure that you team up with people that you enjoy working with!

AUGUST/SEPTEMBER 2014 • IHRMAGAZINE.COM

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ank you

Dear Retailer,

On behalf of all Purity Life employees, I would to take this opportunity to thank the retailers, vendors and brokers who participated in our 30th anniversary celebration at our Acton Warehouse from June 10 to 13. The three days of activities, from vendor training sessions for our sales team to the VIP dinner/banquet and Matthew James, President and CEO the tabletop trade show right in our Eastern Purity Life Health Products LP. Warehouse, made for a great celebration! All our employees at Purity Life worked very hard to host this event and ensure everyone had a great time.

Purity is only as successful as our business partners (retailers, brokers and vendors) are, and it was great to have time to celebrate 30 years of Purity’s distributing products that make a difference in people’s lives with all of you. We had a few laughs, good food and lively entertainment, as well as some great deals and education sessions for our retailers. On Purity’s YouTube channel, we have also posted an impressive recap video of the event, which is certainly worth watching; it really captures the spirit of the 30th celebrations.

To those who attended, thank you for your support, and to those who could not attend, we hope to see you the next time we hold an event like this.

Best regards,

Matthew James President and CEO of Purity Life Health Products LP

“I wanted to let you know what a great job you and your team did with the entire 30th anniversary event. It was very organized and well thought out. Thanks for being such great hosts!” Robert & Carey Assaf, Kardish Health Food Centre “What an excellent event your anniversary show was!!!! The cocktail party and dinner were both fun and well planned out. Great venue! It was just great to be able to touch base with a lot of the customers, vendors and reps that we don’t get to see too often” Adina Fast, Derma-E “your tabletop has been the highlight of the year for me. As you can imagine, we do a lot of shows this time of year. But the energy, enthusiasm and let’s face it, order writing, are unsurpassed at Purity Life. Thank you for allowing us to be a part of it. Kudos to a successful event!” Bob Hoegler- Andalou “I appreciate the opportunity to have attended this event. It was extremely worthwhile and a lot of fun to boot!” Roland Siegmund, Nature’s Fare “Colleen and I really enjoyed the event. Everything was perfect - the hotel, transportation, the banquet, the trade show etc.” Alice Chung, Alive Health Centre/ Moring Sun Health Foods/Supplements Plus “Thank you for the wonderful opportunity to learn so much and to meet so many helpful people. The information and samples were such a huge treat. It seems that most people in our industry are so helpful, knowledgeable and friendly. How lucky are we!” Rita Saunders, Forest Health and Harmony “We had a fantastic time at the trade show! Bravo to your team for putting together a fantastic event.” Mike Evans, Choices Market “Betty and I thoroughly enjoyed your 30th anniversary presentation. Everything was planned beautifully from start to finish. You have some talented and creative people working for you. It was great to see the plant and we were impressed with the state of the art set up – brilliant!” Betty Butcher and Renee Wilson, The Vitamin Shop “We really enjoyed the banquet and learning about ‘Purity Life’ and their history.

The Trade show was great and it was good to put faces to a lot of the companies that we work with.” Janet Odnokon, Old Fashion Foods “The generosity and welcome we received at the Purity Life 30th Anniversary show was amazing! A great opportunity to be face to face with some of the people from our top lines without the hustle and bustle and crowds of CHFA! The talks were especially informative, and it was great to put faces to them names we see in the catalogue. thank you Purity Life, and here’s to the next 30 years!” Kelly McCarthy & Danielle Pellerin, The Corn Crib Natural Foods, Moncton, N.B “Thank you so much for the opportunity to attend the 30th Anniversary in June. I really enjoyed myself and really appreciated the effort that went into making me feel welcome and comfortable.” Ave Maria, Prince George B.C. “We want to express our thanks and appreciation for inviting us to the Purity Life Anniversary Tradeshow. We had a fantastic time. It was very informative and it was great to connect one on one with the many companies that we purchase products from.

Thank you for your generosity in sharing many products with us and for the wonderful lunch and entertainment.” Penny and Natalie, Zak’s

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Signature: Date: Signature: Date: Your Name: Title: Your Name: Title: Company Name: Company Name: Address: Address: City: Province: Postal Code: City: Province: Postal Code: Phone:

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Which category best describes Which describes yourcategory business best classification? your m business health andclassification? diet foods-retail m health and diet foods-retail m pharmacies-retail m pharmacies-retail m naturopathic physician m naturopathic physician m holistic practitioner m holistic practitioner m homeopathic practitioner m homeopathic practitioner m vitamin store m vitamin store m grocery-retail m chain-retailer m grocery-retail m chain-retailer m manufacturer/distributor m other m manufacturer/distributor m other Selling area of your store Selling area1,000sq.ft of your store m under m 1,001 to 3,000sq.ft m under 1,000sq.ft m 1,001 to 3,000sq.ft m 3,001 to 5,000sq.ft m over 5,000sq.ft m 3,001 to 5,000sq.ft m over 5,000sq.ft

Approximate annual sales volume Approximate annual sales volume m under $500,000 m under $500,000 m $500,000 - $1 million m $500,000 - $1- million m $1 million $5 million m $1 - $5- million m million $5 million $10 million m $5 - $10- million m million $10 million $20 million m $10 million $20 million m over $20- million m over $20 million Number of Employees in your location: Number your location: m 1-3 of Employees m 4-8 min9-12 m 13+ m 1-3 m 4-8 m 9-12 _____________ m 13+ Number of Locations: Number of Locations: _____________ Categories you personally manage Categories you personally m herbs m personal care manage m herbs m personal m sports nutrition care m vitamin/supplements m sports nutrition m vitamin/supplements m other ___________________________ m other ___________________________

STEP 3 Reserved exclusively for retailers STEP 3 Reserved exclusively for retailers

Example AUGUST/SEPTEMBER 2014 JUNE 2014 IN THE NUMBERS HERE FOR Example WRITE WRITE IN THE NUMBERS HERE FOR EACH PRODUCT YOU WANT MORE EACH PRODUCT YOU WANTON MORE DETAILED INFORMATION DETAILED INFORMATION ON USE QUICK REFERENCE GUIDE ON TOP OF PAGE USE QUICK REFERENCE GUIDE ON TOP OF PAGE

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FAX NOW TO: 1-888-849-0155 or 416-703-6392 | OR MAIL CARD TODAY TO: 60 Bloor St. West, Suite 1106, Toronto, ON, M4W 3B8 FAX NOW TO: 1-888-849-0155 or 416-703-6392 | OR MAIL CARD TODAY TO: 60 Bloor St. West, Suite 1106, Toronto, ON, M4W 3B8

54 IHRMAGAZINE.COM • AUGUST/SEPTEMBER 2014 54 IHRMAGAZINE.COM • JUNE 2014

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2014-07-28 11:27 AM 2014-05-22 3:12 PM

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