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2016
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Pioneers who broke new ground in the industry
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THE HERITAGE ISSUE 2016
GLYSOPHATE GUIDE:
You are what you eat
CONTENTS
36
VOLUME 16 | ISSUE 5
28
32
Glysophate is currently the most-used agricultural chemical. Not only is it present in food, but in the vast majority of female sanitary products and some medical materials, including gauze. U P F RON T
F E AT U R E S
12 PUBLISHER’S LETTER
22 COVER STORY: A NATURAL LEGACY
32 YOU ARE WHAT YOU EAT
28 COMPANY PROFILE: THE COMPLETE PALEO SUPPLEMENT
36 BLOGGER EVENTS
14 GET THE GOODS 15 SKU REVIEW 18 TOP SELLERS
By Cayla Ramey
By Cayla Ramey
By Bobbie Jo Reid
By Inna Levchuk
30 COMPANY PROFILE: A HISTORY OF INSIGHT By Corrina Mosca
FIND US ON
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PUBLISHER’S LETTER
ISSN 1197 - 1495 | V O L U M E 1 6
ISSUE 5
FOUNDER, PUBLISHER & EDITOR-IN-CHIEF
Olivier Felicio MANAGING EDITOR
Cayla Ramey E D I T O R I A L A S S I S TA N T
Corrina Mosca
Impressionable
Consumers
T
he Internet has evolved fairly quickly over the last two decades, and so has the way consumers are influenced. We spoke about how social media is able to drive buying decisions in our last issue, however advertising isn’t just about how often potential customers see your product—it’s whether they can envision themselves visiting your store. Many brands have started to use the Internet to sell their labels to millennials, with several hiring bloggers to creatively make their products seem essential. As such, they give the consumer an answer to their question: yes, I can use that product in my day-to-day life. Bloggers in every industry have drawn in readers from all over the globe, promoting products they love and encouraging others to see value in what they are using. The best part of this marketing venture? When your consumer has someone—i.e., a blogger— speaking to them in terms they understand, they are more likely to listen to your message. Think of bloggers as an extension of your business—where you might be the roots, bloggers are the branches. You need to make sure that you have a solid foundation on social media in order to give consumers somewhere to get constant updates. Knowing what bloggers are interested in can help you determine what consumers are looking for. These bloggers utilize all social media platforms to get their ideas out into the world, and making them aware of your brand can raise awareness amongst their followers. The RGM Group has created a platform that brings bloggers and brands together.With one event, we reached over 450,000 people and made 1.3 million impressions within one week. Coverage is completely traceable, and the impact is immediate. Showcasing a new line or product in a neutral space gives style influencers an opportunity to get to know you and your partnering brands in an inviting environment. In doing this, we are able to put the spotlight back on your store and your offering. The best advertisement for your store is having someone share his or her shopping experience with the public. Since millennials are dominating the consumer world, you need to be active where they are getting their inspiration.
C O M M U N I C AT I O N S A S S O C I AT E
Paula Reid ART DIRECTOR
Scott Jordan JUNIOR GRAPHIC DESIGNER
Daniella Vizzari CONTRIBUTORS
Inna Levchuk, Bobbie-Jo Reid
THE
GROUP
PRESIDENT
Olivier Felicio GENER AL MANAGER
Melanie Seth GENER AL CUSTOMER CARE MANAGER
Lucy Holden Subscription Rates Canada $50 (gst included) for nine issues (one year) USA $60 Change of Address email: circulation@thergmgroup.net telephone: 416-203-7900 fax: 416-703-6392 or send your cover label and new address to ihr c/o Rive Gauche Media 920 Yonge Street, Suite 610 Toronto, ON Canada M4W 3C7
A D V E RT I S I N G I N F O R M AT I O N
Olivier Felicio
T: (416) 203-7900 x 6107 E: olivier@rivegauchemedia.com
Shoshauna Simmons
Sales Administrator T: (416) 203-7900 x 6112 E: shoshauna@thergmgroup.net
Olivier Felicio Publisher/Editor-in-Chief
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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 2016 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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COVER STORY
A NATURAL LEGACY How these pioneers broke new ground in the industry BY CAYLA RAMEY
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COVER STORY
S ’ E R U T A N FARE TS KE R A M ER
UND
RICK
, FO AHAN
MON
Pictured: (from left to right) Claire Volpatti, Rick Monahan, Alexa Monahan
WHAT WAS YOUR VISION WHEN YOU STARTED THE COMPANY? We saw a need in the marketplace for high-quality natural and organic products. We wanted to open a modern health food “supermarket” that catered to all demographics and that offered a full complement of departments including produce, meat, dairy, grocery, vitamins and supplements, health and beauty aid, and household products. At that time, most stores only focused on one or two departments, and we wanted to create a true “one-stop shop.” In fact, our first slogan was “One-stop shopping, naturally.” We made it a priority to have clean, well-merchandised stores and knowledgeable staff members. WHAT WAS YOUR IMPACT ON THE INDUSTRY WHEN YOU STARTED? When our first store opened in the Okanagan Valley in 1994, the support from customers and the community validated what we had hoped—people wanted a natural supermarket where they could find everything they needed to live a healthy lifestyle. Nature’s Fare quickly became the leading retailer in the Okanagan Valley, bringing a style and store concept only previously seen in Vancouver and larger cities into the interior of B.C. We expanded into all of the major centres in the Okanagan over the next decade. WHAT ARE YOU DOING NOW? Nature’s Fare Markets now has seven stores located throughout the Thompson-Okanagan region and the Lower Mainland of B.C. Our newest store in White Rock, B.C., opens its doors in June 2016, and we launched a brand-new website in May 2016. Nature’s Fare currently employs approximately 300 people and has a Head Office in
Vernon, B.C. that also contains a warehouse and commissary kitchen that supplies food to our in-store bistros. Nature’s Fare remains a family-owned and -run business. WHAT IS YOUR IMPACT ON THE INDUSTRY TODAY? Nature’s Fare is considered one of the leading independent natural health retailers in Canada. We are the five-time winner of the Brock Elliott Memorial Award for Excellence in Retailing and were voted Canada’s healthiest natural food store. Nature’s Fare was the first retailer in Canada in any sector to achieve B Corp status, a designation awarded to companies who prove that they have implemented systems and policies that go above and beyond to protect the environment, to support their local communities, and to reward their staff. Nature’s Fare offers starting wages well above minimum wage, competitive benefits packages, store discounts, and flexible schedules for office staff. We donate over $100,000 to our local communities each year and we take part in programs such as Climate Smart to ensure that we are doing our best to minimize our footprint. Every product that we carry is scrutinized by our team of purchasers to make sure that it meets our strict quality standards guidelines. We only carry 100 per cent Certified Organic produce and only carry ethically grown meats and dairy products. Nature’s Fare was one of the first health food retailers in Western Canada to recognize the growing demand for fresh and prepared foods and to alter their store designs to accommodate in-store bistros that offer sit-down or take-out organic meals. We offer free educational seminars to our customers as well as free appointments with our registered holistic nutritionist, who also conducts Lunch-and-Learn sessions in our communities.
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WHAT WAS YOUR VISION WHEN YOU STARTED THE COMPANY? When I joined Sangster’s in 1991, the natural supplements industry was in the beginning stages of growth. Our focus at the time was to increase awareness about these products and to educate as many people as possible about the benefits of taking vitamins and herbal supplements. WHAT WAS YOUR IMPACT ON THE INDUSTRY WHEN YOU STARTED? Our company has been around for 45 years. When I came on board, Sangster’s was becoming a strong leader in the marketing and promotion of healthy living. We have always been a company driven to educate consumers. At that time, we only had our own marketing to get the word out. As such, we saw a need to increase our number of retail outlets to strengthen our brand and to really create a strong presence and awareness in communities. Customers were driven to our stores because they were losing faith in the medical system and were searching for alternative ways to improve their health. WHAT ARE YOU DOING NOW? In January 2015, I took over Sangster’s as president. We continue to follow our mission, which is “to provide natural choices through quality products and educated advice for a healthy lifestyle.” We continue to use the retail environment, our Sangster’s stores, to bring awareness to individuals and families on living a healthy lifestyle. WHAT IS YOUR IMPACT ON THE INDUSTRY TODAY? The natural health industry has grown in unbelievable leaps and bounds. Natural health products at one time were found mostly in the local health stores.Today, with the ever-increasing awareness of the importance of maintaining health, we see natural supplements making headway in the mass market. It is the smaller health retailers, such as Sangster’s, that provide a means for new, innovative and clinically researched products to grow and gain awareness amongst consumers. As a specialized natural health retailer, Sangster’s has the responsibility to provide expert advice and quality products to consumers. We will continue to grow and develop our retail outlets, creating a stronger awareness of healthy living.
SANGSTER’S HEALTH CENTRES RAYMOND TAKASHIMA, PRESIDENT
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COVER STORY
PURITY LIFE WHAT WAS YOUR VISION WHEN YOU STARTED THE COMPANY? I was a child of the 60s, which meant a little bit of rebelling against the status quo. I had enough knowledge to realize that classic medicine has its limitations and I really supported and felt right about the natural products industry.The spirit of the industry has always been helping people. I wanted to be involved in an industry that I was passionate about, so I started Purity Life in 1984.
DAVID CHAPMAN, FOUNDER
WHAT WAS YOUR IMPACT ON THE INDUSTRY WHEN YOU STARTED? I was a very minor player in the industry when I started. My very first tradeshow I only had one or two products. It was only after I had been in business for a few years and I got involved with the CHFA and I grew my company that I had any sort of impact on the industry. When I started, there were large companies that are long gone. I became very active with the Canadian Health Food Association and very active lobbying with Ottawa for changes in the way we were regulated. I had quite an impact at that point. I brought new categories into the market in Canada that turned out to be quite successful. WHAT ARE YOU DOING NOW? I am retired. Although, I’m working closely with Purity Life right now to build a 30,000-square-foot addition. It’s a friendly relationship. I’m very close to Matthew James, who is the current president, and the staff there. WHAT IS PURITY LIFE’S IMPACT ON THE INDUSTRY TODAY? Purity Life is a very innovative company. It is really supporting the health food industry and bringing in a lot of good products to the market and making it easy for the retailers to buy and provide a very wide range of products.
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S ’ E R U T A M N U I R O P M E ER
UND
-FO O, CO I R A ’ADD
JOE D
WHAT WAS YOUR VISION WHEN YOU STARTED THE COMPANY? Nature's Emporium was founded in 1993 with the goal of nourishing and supporting a healthier lifestyle for our community. We set out to achieve this by offering a broad selection of natural and organic foods, supplements, and also by empowering our customers with the information they need to eat well and live better. WHAT WAS YOUR IMPACT ON THE INDUSTRY WHEN YOU STARTED? At the time our doors opened, “health foods” were still very much a niche market, especially in Newmarket, which was then half the size it is now. However, we found success in that niche early on and were able to grow steadily while at the same time helping to usher in greater awareness of the important role that healthy foods and supplements play in overall wellness. At least in our region, we (and our customers) demonstrated very clearly that there was a strong demand for these products and services outside of the city, and that there was room for more than just small health food stores in growing suburbs. WHAT ARE YOU DOING NOW? Today, we continue to improve on our selection of goods and services offered in store and expand our philanthropic efforts in the community, all while aiming toward continued expansion to new markets throughout the next several years. In store, we have invested heavily in building a deeply knowledgeable staff, including dozens of registered holistic nutritionists. They
help us deliver on our mandate to educate and inform both our customers and our staff, who receive regular training from the nutritionists as well as other leading wellness experts on a weekly basis. We've invested right here in our community, giving back through sponsorships and partnerships—including the annual Run or Walk for Southlake held by Nature's Emporium, which has raised nearly $1,000,000 since we signed on as title sponsor four years ago. Regarding expansion and growth, we anticipate bringing on another two stores and a distribution centre to market within the next two years.This is an ambitious target, to be sure, but one we're working hard to meet. WHAT IS YOUR IMPACT ON THE INDUSTRY TODAY? Today, we continue to demonstrate that there is a strong demand for retailers that deliver more than just your basic selection of brand name natural and organic foods, supplements and whole body care. Our customers constantly tell us how much they value the fact that we fill our shelves with relatively unknown brands or hidden gems from small-scale local producers. They also value our experienced and knowledgeable staff, who freely and honestly share accurate and hard to find information about natural health products in store. Together, we've built a community gathering place, where we can all learn and help each other stay healthy and, in many cases, regain health after illness or during times of health crises. Our commitment to this lifestyle goes more than skin deep, which has required a lot of dedication and time to build, and our continued growth demonstrates that our customers value and share that passion.
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