IHR Magazine - October 2011

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AARRY! YVEERS 1A0NNI

YOUR HEALTH CATEGORY SOURCE

SCAN ME

PUBLICATIONS MAIL 40678000 | 60 BLOOR STREET WEST SUITE 1106 | TORONTO ONTARIO, M4W 3B8

Strength in numbers | $6

For Mobile Issue!

Strength in numbers Dave Freeman, Health First Network

Is your price right?

The art and science of pricing

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CANADA’S

#1BRAND of OMEGA-3

*

According to the latest Nielsen data for all channels, Canada’s own webber naturals is our nation’s top selling brand of Omega-3 essential fatty acid supplements.

WN Pharmaceuticals, makers of webber naturals, produces a wide range of top quality Omega-3 products including Extra Strength and Triple Strength formulas, Omega-3 Kids, Lemon Meringue Liquid, and Omega-3 custom formulas for women, cardiovascular health, emotions, and even a Supervision® Omega-3 formula.

Want more information about webber naturals products? 1-800-430-7898 | www.webbernaturals.com Follow us on : @webbernaturals | Like us on : www.facebook.com/webbernaturals Herbals and supplements from webber naturals® are advertised on national television, major market radio, in consumer magazines, and daily newspapers.

WN_ad.indd 2

For details, write #101 on Free Info Page, page 73.

* Nielsen MarketTrack, National All Channels, 52 Weeks Ending July 30, 2011

10/6/11 12:19:53 PM

NEW One-Per-Day formulas keep webber naturals on top!

Triple Strength Omega-3 is our most popular omega-3 product. One enteric-coated softgel delivers over 600 mg EPA and 300 mg DHA — doses recommended to help lower cholesterol, triglycerides, and blood pressure, and to support cognitive health. Now combined with either Coenzyme Q10 or Vitamin D—in the same One-Per-Day formula—this product has even greater appeal.

Triple Strength Omega-3 WITH Coenzyme Q10 CoQ10 and Omega-3 are two evidence-based nutritional supplements that support and protect the heart by helping reduce serum triglycerides. CoQ10 is essential for cellular energy production, which is especially important in large, active muscles like the heart. It is also a powerful antioxidant and an effective preventive therapy for migraine sufferers.

Triple Strength Omega-3 WITH BONUS! Vitamin D Vitamin D and fish oil have been described as the two most important supplements for health and longevity.

Vitamin D is important for proper bone growth and strength, and is increasingly recommended for its role in maintaining immune function, cardiovascular health, and cancer prevention. This formula includes 1000 IU of Vitamin D3, and it’s still just one softgel per day.

Crystal Clean from the Sea

®

For details, write #101 on Free Info Page, page 73.

Omega-3 ESSENTIALS is our premium Omega-3 line. All contain MEG-3 ® fish oil, a safe and pure product from naturally sourced ocean fish. It is produced by a unique patented process, ensuring crystal clean fish oil, free of contaminants.

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Arnica Muscle & Joint Gel is: Fast Penetrating • Non-Greasy • No Added Fragrance Place your order today!

1.800.204.4372

Follow us on

: @holistahealth | Like us on

: www.facebook.com/holistahealth

For details, write #102 on Free Info Page, page 73.

Aches, Pains and Strains?

AM000888_IHR-Oct2011-Arnica_E.indd 1-2 Holista_ad.indd 2

10/6/11 12:20:47 PM

®

For details, write #102 on Free Info Page, page 73.

h

For Targeted Pain Relief, use Arnica Muscle & Joint Gel from Holista

How do typical pain relievers know where it hurts? They don’t!

Manage your pain with Arnica Muscle & Joint Gel from Holista®. Arnica is a daisy-like mountain flower traditionally used to help relieve pain and inflammation in muscles and joints. Applied topically, it immediately targets problem areas.

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10/6/11 12:21:00 PM

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ISSN 1197 - 1495 |

Volume 11 Issue 7

Founder, Publisher & Editor-in-Chief

N

10

IV

Olivier Felicio

AN

Editor

Carlos Weigle

Editorial Assistant Jessica Uniac

Editorial Intern Irina Lytchak

Art Director

Scott Jordan

Design

Sarah Vincett

Production

James Shotton

Contributors

Georgie Binks, Linda Miles, Natalie Moore, Sarah O’Connor, Ken Vannucci

President

Olivier Felicio

Controller & Operations Manager Melanie Seth

Finance Administrator Leslie Witol

Web Programmer Matthew Pompey

Sales Assistant Erin Poredos

Subscription Rates Canada $50 (gst included) for nine issues (one year) USA $60

Gifts are, without a doubt, a customary way to mark special occasions. In our case, as we continue to celebrate our 10-year anniversary, we received plenty of good wishes and words of encouragement. Most importantly, we heard from many members of the industry who shared with us their achievements over these past ten years. However, we are well aware of the challenges the industry is facing these days. Integrated Health Retailer is here to be your voice, to celebrate your successes yet also to address the issues that might be hindering them. To be able to do so, that would be the biggest gift of all.

o i c i l e F r e i v i l O

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

Advertising Information Olivier Felicio telephone: (416) 203-7900 x 6107 email: olivier@rivegauchemedia.com Paul Airut telephone: (416) 203-7900 x 6103 email: paul@gorgmgo.com Jeff Yamaguchi telephone: (416) 203-7900 x 6122 email: jeff@gorgmgo.com Erin Poredos telephone: (416) 203-7900 x 6128 email: erin@gorgmgo.com

Olivier Felicio

Founder, Publisher & Editor-in-Chief

Customer Service: Marsha Miller telephone: (416) 203-7900 x 6126 email: marsha@gorgmgo.com Published by Rive Gauche Media Inc.

TM

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IHRmagazine.com • 10 year anniversary Part 2

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Canada Post Canadian Publications Mail 4067800 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. 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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AARRY! YVEERS 10ANNI We believe that you, the retailer, dictate the tone and direction of the magazine, which in turn, allows us to provide you with the most accurate information that is relevant to your business. ihr works with a knowledgeable group of industry leaders whose mandate is to ensure the relevance of the publication. Our editorial committee is comprised of thought-provokers who have shaped the industry and whose experience is vital in providing you with tools to succeed.

The ihr editorial committee is led by the following individuals:

Andrew Betts Category Manager, Natural Foods Thrifty Foods

Sanjiv Jagota President Nature’s Source

Gilles Houde President and COO GNC Canada

Olivier Felicio President Rive Gauche Media

Aaron Skelton, BSc (NNS) Sr. Category Manager Health Food Natural Value, Soins Naturels, Loblaw Companies Ltd.

10 year anniversary Part 2 • IHRmagazine.com

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ANNIVERSARY!

part 2

10 YEAR

contents Volume 11 . Issue 7

UP FRONT PUBLISHER’S LETTER .....................................................................6 CONTRIBUTORS .............................................................................10 GET THE GOODS ...........................................................................12 SKU REVIEW ....................................................................................13 TOP SELLER ....................................................................................16 NEWS INDUSTRY NEWS ...............................................................................18 FEATURES

10 YEAR ANNIVERSAY SPECIAL FEATURES NuvoCare Health Sciences ........................................................... 23 C u d e, G N Gilles Ho e v co r er 2002 Septemb

Proprietary Nutritionals .................................................................44 Pycnogenol Research ...................................................................50 Karma Nutritionals......................................................................... 52 COMPANY PROFILE: EPAX .........................................................28 COVER STORY: Strength In Numbers ...........................................32 Is Your Price Right?..........................................................................38 Joint Effort ......................................................................................46 There’s always a play, there’s always a way ..................................58 Fruit stem cells to the rescue ........................................................62 Uplifting? ..........................................................................................68 END NOTES

Sanjiv Jagota , Nature’s So urce April 2007 co ver

RESEARCH NEWS ..........................................................................70 FAX BACK ........................................................................................72

A WA L K DO W N MEMORY L A NE

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IHR FP_0811_derma e 8/16/11 12:58 PM Page 1

Beyond Award-Winning Beauty…

While derma e® was recently voted the Best Skin Care Products of 2011 by Whole Foods Magazine, the company’s commitment extends far beyond our products. With a strong belief in giving back to the environment and local and world communities, derma e®: • Uses non-GMO ingredients.

• Supports green business practices as a member of Green America.

• Has an in-office conservation and recycling program.

• Uses 100% recyclable packaging.

• Manufactures with 100% wind energy*.

• Donates to charitable organizations.

• Supports The Paraguay Project.

Visit us at CHFA East!

Booth #1329

Building Hope in Paraguay

Over four years ago, derma e® launched The Paraguay Project, a three-tiered charitable program supporting the people, rainforests and land of Paraguay. With every product and Spiderweb Lace purchase, together we are building hope in Paraguay. *Wind energy certificates purchased to offset all electrical use.

www.dermae.com • 800.521.3342 For details, write #103 on Free Info Page, page 73.

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contributors

Dr. Linda Miles L. Ac., D.O. M., is a Doctor of Oriental Medicine and Holistic Practitioner and a spokesperson for the natural health & beauty industry. She has developed innovative natural personal care products for over 30 years. Flip to page 68 for her expert take on the benefits of DMAE.

Photographer and social entrepreneur Dean Sanderson recently made the move east to Toronto from Vancouver to pursue his passion for advertising and editorial photography. His mission is photographing people so that their natural spirit can be realized and captured within the image. Dean enjoys photographing stories that are about positive growth and change.

He shot David Freeman for our cover story on page 32.

Toronto writer Georgie Binks is a graduate of Queen’s University and former CBC reporter. Her work has been published in The Walrus, Reader’s Digest, Best Health, Homemakers, Chatelaine and CBC.ca. She has just completed her first novel. Read her story on page 46 regarding joint pain care.

Writer and Editor Sarah O’Connor has tackled topics ranging from cars to construction, fitness to finance, but her specialty is telling business stories in a manner that is compelling for industry experts and consumers alike. Sarah is based in the Greater Toronto area. Go to page 38 for her story on premium price position.

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IHRMAGAZINE.COM • 10 YEAR ANNIVERSARY PART 2

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10/6/11 2:04:45 PM

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FREE

GET THESE

GOODS

The first 100 retailers to FAX us at 1-888-849-0155 will get these goods for FREE SISU TO GO ESTER-C® ENERGY BOOST! SISU is launching a new sub-brand of “To Go” products starting with Ester-C® Energy Boost, a non-effervescent, orange-flavoured, vitamin drink mix. It comes in a convenient “to go” stick packet that pours easily into any bottle (or glass) of water. With 1,000 mg of Ester-C® per serving, as well as nourishing vitamins, minerals and electrolytes, retailers can capitalize on the growing demand for naturally functional beverages.

WEBBER NATURALS® AÇAI BERRY Boost overall health and postpone aging with açai, the Amazonian berry with some of the highest ORAC values found in a fruit or vegetable. Acai is also an excellent source of many vitamins and minerals, and is high in monounsaturated fats, fibre, and beta–sitosterol, a heart healthy phytosterol.

GENUINE HEALTH LIVE PROBIO+ O3MEGA Here comes the world’s first “super probiotic,” the result of combining the most researched strain of probiotic with certified, superior omega-3 fish oil. Adding Omega-3s to a probiotic can increase bifidobacteria levels by up to three times, while it decreases levels of bad gut bacteria that have been linked to cancer.

Get me these goods! Fill out the form below clearly and completely.

Name:

Phone:

Store:

Fax:

Address:

Email:

City:

12

Province:

Postal Code:

IHRMAGAZINE.COM • 10 YEAR ANNIVERSARY PART 2

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AARRY! YVEERS 10ANNI HOLISTA® OREGANO OIL EXTRA STRENGTH Extra Strength Oregano Oil is certified organic and distilled from wild-crafted Mediterranean oregano to help boost immunity and eliminate colds and infections. This is the most potent oregano oil available with 80% carvacrol, oregano’s key active ingredient. Use it daily to strengthen your immunity all year round.

WEBBER NATURALS® TRIPLE STRENGTH OMEGA-3 WITH VITAMIN D Triple Strength Omega–3 with Vitamin D is a one–per–day omega–3 supplement that offers 900mg of EPA/DHA plus 1000IU of Vitamin D for optimal cardiovascular, cognitive, and brain support. Vitamin D plays an important role in bone health as well as maintaining good health.

GENUINE HEALTH LIVE PROBIO+ O3MEGA Here comes the world’s first “super probiotic,” the result of combining the most researched strain of probiotic with certified, superior omega-3 fish oil. Adding omega3s to a probiotic can increase bifidobacteria levels by up to three times, while it decreases levels of bad gut bacteria that have been linked to cancer.

SISU TO GO ESTER-C® ENERGY BOOST! SISU is launching a new sub-brand of “To Go” products starting with Ester-C® Energy Boost, a non-effervescent, orange-flavoured, vitamin drink mix. It comes in a convenient “to go” stick packet that pours easily into any bottle (or glass) of water. With 1,000 mg of Ester-C ® per serving, as well as nourishing vitamins, minerals and electrolytes, retailers can capitalize on the growing demand for naturally functional beverages.

10 YEAR ANNIVERSARY PART 2 • IHRMAGAZINE.COM

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sku review

HOLISTA® ARNICA GEL Manage your pain with the brand new Arnica Muscle & Joint Gel from Holista®. Arnica is a daisy-like mountain flower traditionally used to help relieve pain and inflammation in muscles and joints. Applied topically, it immediately targets problem areas.

WEBBER NATURALS® AÇAI BERRY Boost overall health and postpone aging with açai, the Amazonian berry with some of the highest ORAC values found in a fruit or vegetable. Acai is also an excellent source of many vitamins and minerals, and is high in monounsaturated fats, fibre, and beta–sitosterol, a heart healthy phytosterol.

ANDALOU NATURALS CITRUS VERBENA BODY LOTION SISU COLD & FLU RESCUE WITH ESTER-C® Reduce the severity of symptoms and shorten the duration of colds or flu with SISU Cold & Flu Rescue with Ester-C ® (formerly Ester-C® Cold & Flu). Cold & Flu Rescue is a potent combination of Ester-C ®, echinacea, andrographis and NAC to effectively relieve cold and flu symptoms and respiratory tract infections – without the side effects that are common with over-the-counter drugs.

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The unique Advanced Fruit Stem Cell Science renews skin at the cellular level, blending nature and knowledge for visible results. Invigorating citrus verbena, organic aloe vera, apricot and sunflower oils effectively hydrate and replenish to nourish skin.

IHRMAGAZINE.COM • 10 YEAR ANNIVERSARY PART 2

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AARRY! YVEERS 10ANNI

WEBBER NATURALS® TRIPLE STRENGTH OMEGA-3 WITH COQ10 Triple Strength Omega–3 with CoQ10 helps maintain cardiovascular and cognitive health. CoQ10, a fat–soluble antioxidant, supports cellular energy production and immunity. Omega–3 fatty acids improve triglyceride levels, circulation, and cardiovascular health, and have anti–inflammatory properties.

HOLISTA® RESTORATIV® VITAMIN E LOTION Restorativ® Vitamin E Lotion with Chamomile is a creamy lotion that provides immediate moisture, soothing chamomile, and the powerful protective properties of Vitamin E to nourish the entire body. Each 120mL bottle provides 1800IU of Vitamin E plus there are no added fragrances, and it’s also paraben free!

NORTH AMERICAN HEMP CO. AREA 369 HAIR SERUM Hemp seed oil is the most nutritious oil on earth. It is easily absorbed into the hair with no build-up or greasy residue.

It’s also naturally rich in Omega fatty acids and anti-oxidant vitamins, to lock in moisture. Area 369 Serum’s unique blend of silicones, vitamin E and Omega 3, 6 & 9 seals your hair’s cuticle for brilliant shine!

INTUITIONTM MY WAISTLINE My Waistline is a special blend of medicinal herbs – including yerba mate and dandelion root –, and other appetite suppressing and body cleansing herbs, juice concentrates and natural flavours delivered in a delicious addto-water concentrate. It works to stimulate your metabolism, suppress your appetite and facilitate the way your body processes the food you eat.

10 YEAR ANNIVERSARY PART 2 • IHRMAGAZINE.COM

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top seller review STORE INFO

HEALTH BOUTIQUES Herbs & Health Foods Abbotsford, BC

Winterwood Natural Food Store Sussex, NB

Nature’s Care Ottawa, ON

Natural Roots Prince Albert, SK

Don Valley Health Food Centre Ltd. North York, ON

Food For Thought St. John’s, NF

Parsley, Sage & Thyme Delta, BC

Store Size 1,000-3,000 sq.ft.

Store Size under 1,000 sq.ft.

Store Size 1,000-3,000 sq.ft.

Store Size 1,000-3,000 sq.ft.

Store Size under 1,000 sq.ft.

Store Size 1,000-3,000 sq.ft.

Store Size 1,000-3,000 sq.ft.

Demographics 40-65

Demographics 40-65

Demographics 25-40

Demographics 40-65

Demographics 40-65

Demographics 25-40

Demographics 40-65

Income $20,000-$40,000

Income $20,000- $40,000

Income $20,000- $40,000

Income $40,000- $60,000

Income $20,000- $40,000

Income $40,000- $60,000

Income $40,000- $60,000

Coconut Oil, Nutiva, 54oz

Peanut Butter, Local Distribution, bulk

Liquid Seasoning, Bragg, 32 fl.oz.

Flax Seed, Green Boy, 1kg

Whole Seeds, Salba, 300g

Coconut Oil, Nutiva, 15oz

Hemp Nuts, Farmers Own, 500g

Gluten Free Products, Namaste Foods, variety

Honey, Local Distribution, bulk

Apple Cider Vinegar, Bragg, 1L

Hemp Seed, Green Boy, 454g

Flax Seeds, Gold Top Organics, 1lb

Nettle Tea, Now Foods, 24 bags

Nutritional Yeast, Red Star, bulk

Raw Agave Syrup, Wholesome Organic, 900ml

Flax Seed, Spearville, 1lb

Coconut Oil, Heartland, 908g

Gluten Free Pasta, Tinkyada, 565g

Apple Cider Vinegar, Omega Nutrition, 1L

Dark Roast Blend Coffee, Spitfire, bulk

Coconut Oil, Alpha, 475ml

Curamin, Terry Naturally, 60 caps

Burdock Root, Golden Bough, bulk

Milk Thistle, Trophic, 60 caps.

Celery Seed, Natural Factors, 90 caps

St. John’s Wort, Now Foods, 90 caps

Milk Thistle, Naka, 100 caps.

Echina Force, A. Vogel, 120 tabs.

Fish Oil, Nutra Sea, 500ml

Oil of Oregano, Health First, 30ml

Hawthorn, Now Foods, 90 caps

Oil of Oregano, Hedd Wyn, 25ml

Sore Throat Spray, A. Vogel, 15ml

Omega 3 Oil, Nutra Sea, 500ml

Metab Herbs, Metab, 90 caps.

Milk Thistle, Flora, 60 caps

N/A

Oil of Oregano, Enerex, 30ml

Oil, Kalaya, 60ml

Tea Tree Oil, NewCo, 20ml

Body Wash, Jason, 900ml

Pure Castille Soap, Dr. Bronner’s, 16oz

Spry Toothpaste, Spry Harmonized, 1 tube

Tea Tree Oil, Desert Essence, 4 fl.oz.

Alpha Lipoic Day/ Night Cream, NewCo, 30ml

Soap, Kiss My Face, 230g

Henna, Colora, 1 kit

Skincare Products, Derma E, variety

Essential Oils, Aura Cacia, 45ml

Haircolour, Vita, 135ml

N/A

Moisturizing Cream, Derma E, 113g

Ayurvedic Soaps, Auromere, 2.75oz

Hair Colour, Herbatint, 1 kit

Slim Styles, Natural Factors, 800g

Creatine, Now, 100 tabs

Glutamine, Precision, 1kg

Wholefood Optimum, Vega, 300g

Mammoth, InterActive, 2.2kg

Protein Powder, Grain Process, bulk

Whey Protein, Progressive, 680g

Whey Factors, Natural Factors, 1kg

Protein Powder, Winterwood, bulk

Amino Complete, Now Foods, 120 caps

Whey Powder, Grain Process, bulk

Breezer, Progressive, 2lbs

N/A

TOP THREE PRODUCTS

FOOD

TOP THREE PRODUCTS

HERBS

Anti-Viral Echinamide, Natural Factors, 100ml

Valerian, St. Francis, 50ml

Hawthorne, A. Vogel, 50ml

Hawthorne, Flora, 60 caps

Travel Pack (Longevity), Silver Soul, 30ml

Peppermint & Lavendar Oil, Golden Bough, 10ml

TOP THREE PRODUCTS

PERSONAL CARE

Moisturizing Cream, Silver Soul, 4oz/8oz Fragrance Free Shampoo, Jason, 16oz

Biotin Shampoo, Mill Creek, 16 fl.oz.

TOP THREE PRODUCTS

ACTIVE LIFESTYLE

Mammoth, InterActive, 10lb

N/A

N/A

Iso Whey, InterActive, 2lb

N/A

Protein Powder, Iso Pro, 908g

N/A

Vega Products, Sequel Natural, variety

Multi Vitamins, Natural Factors, 180 tabs

Alfalfa, Swiss, 100 caps.

Floradix, Salus, 700ml

Liquid Iron, Salus, 500ml

Iron Free Vitamins, Natural Factors, 90 tabs

Krill Oil, Naturally Nova Scotia, 100 caps

Stressentials for Women, Platinum, 60 soft gels

Calcium Magnesium with Vitamin D, Natural Factors, 180 tabs

Vitamin C, Swiss, 90 tabs

Vitamin C, Ester C, 150 caps.

Chromacin, Multi Vitamins, Health First, 28 caps Natural Factors, 90 tabs

Pysillium Husk, Now Foods, 200 caps

Ultimate Flora, Renew Life, 30 caps

Liquid Vitamin D, Natural Factors, 15ml

Silicea, Hubner, 500ml

Formula 100, Nikolic, 120 caps

Easy Multi, Platinum, 60 soft gels

Maca, Now Foods, 90 caps

Super Critical Omega, Renew Life, 30 caps

N/A

Gia Seeds, Green Boy, packaged

N/A

Organic Crystalized Ginger, Ginger People, bulk

Omega Swirl, Barlean’s, assorted

N/A

N/A

N/A

N/A

TOP THREE PRODUCTS

VITAMINS/ SUPPLEMENTS

Omega 3, Natural Factors, 120 tabs TOP THREE PRODUCTS

NEW PRODUCTS

Menosmart Plus, Lorna Vanderhaeghe 120 caps.

Almond Facial Care Kit, Weleda, variety

Bio Stress, Bio Force Canada, 250ml

Hand & Body Wash, EarthSafe, 350ml

N/A

N/A

Natural Calm, CTW Enterprises, 8oz

Organic Muscle Rub, Merry Hempsters, 0.6oz

N/A

N/A

Olive Leaf Complex, Barlean’s, 227g/554g Allimax, CLM Health Group, 30 caps

Want your store to be included in the Review? Fill in & fax the form on page 72

16

IHRmagazine.com • 10 year anniversary Part 2

Top Seller.indd 16

10/7/11 2:00:52 PM

Store Size over 5,000 sq.ft.

Demographics 40-65 Income Not provided Vanilla Almond Milk, Blue Diamond, 1 cup Coconut Water, Vita Coco, 330ml

Elderberry, St. Francis, 50ml Dong Quai, Now Foods, 100 caps Shampoo & Body Wash, Avalon, 235ml Hair Wash, Alba, 350ml Shampoo & Conditioner, Jason, 12 fl.oz.

2

Hooper’s Pharmacy Toronto, ON

Evergreen Natural Foods Toronto, ON

Campbell River Health & Drug Campbell River, BC

Falls Pharmacy Niagara Falls, ON

Tilley’s Pharmasave Kenora, ON

Store Size 1,000-3000 sq.ft.

Store Size over 5,000 sq.ft.

Store Size 1,000-3,000 sq.ft.

Store Size 1,000-3,000 sq.ft.

Store Size 1,000-3,000 sq.ft.

Store Size 3,000-5,000 sq.ft.

Store Size 1,000-3,000 sq.ft.

Demographics 40-65

Demographics 40-65

Demographics 40-65

Demographics 40-65

Demographics 40-65

Demographics Not provided

Demographics 40-65

Income $20,000- $40,000

Income $20,000- $40,000

Income $40,000- $60,000

Income $20,000- $40,000

Income $40,000- $60,000

Income $40,000- $60,000

Income $20,000- $40,000

Specialty Bread, Maggie’s, 1 loaf

Original Unsweetened, Almond Breeze, 946ml

Flax Meal, Now, 624g

Flax Plus, Nature’s Path, 300g

Luna Bars, Clif Bar, 48g, caramel nut brownie

Hemp Hearts, Ancient Tribal Foods, 454g

Black Pepper Crackers, Mary’s Gone Crackers, 184g

Raw Nuts, assorted, bulk

Agave, Wholesome Sweeteners, 1.25kg

Tea, Traditional, 24 bags

California Almond Bar, Taste Of Nature, 40g

Flax Seed, Herbal Select, 425g

Hemp Seed, Manitoba Harvest, 227g

N/A

Kettlecorn, Popcorn Indiana, 10.5oz

Cherry Juice Concentrate, Cherry Lane, 750ml

N/A

Almonds, Blue Diamond, 170g, roasted salted

Chia Seeds, Chia Nutra, 360g

Sesame & Seaweed Rice Chips, Lundberg, 170g

Sage Menopause, A. Vogel, 90 tabs.

Coriander, Simply Organic, 65g

Deep Immune, St. Francis, 100ml

Fenugreek

Curamin, Terry Naturally, 60 caps

Bilberry, Jamieson, 90 caps

Vital Greens, Naka, 500ml

Oregano Oil, New Roots, 10ml/20ml/50ml

Turmeric, Simply Organic, 67g

Floradix, Flora, 500ml

Blessed Thistle

Liver Aid, Liverite, 60 caps

Echinacea, Jamieson, 45 caps

Flax Oil, Herbal Select, 750ml

Cinnamon, Natural Solutions, 90 caps.

Cinnamon, Simply Organic, 69g

Oregano Oil, Joy Of The Mountains, 30ml

Hawthorn

Ultra Cran, Webber, 60 caps

Black Cohosh, Quest, 120 caps

Wholefood Health Optimizer, Vega, 979g, berry

Shampoo & Conditioner, Avalon, 14 fl.oz.

Mint Toothpaste, Green Beaver, 2.5oz

Shampoos, Prairie Naturals, 500ml, variety

Lotions, Green Beaver, assorted

Extreme Clean Toothpaste, Aquafresh, 90ml

Body Wash, Aveeno, 354ml

Tea Tree Shampoo & Conditioner, Giovanni, 250ml

Moisturizing Cream, Derma E, assorted

Mach 3 Razors, Gillette, package

Lotion, Vaseline, 325ml

Hair Spritz, Giovanni, 250ml

Hydrating Shampoo, Aubrey, 11oz

Supreme Make Offs, London Drugs, 50’s

Moisturizer, St. Ives, 150ml Ultra Meal, Metagenics, 658g, chocolate

Espresso Gels, Hammer Nutrition, 600ml, raspberry

Ultra Meal Bars, Metagenics, 55g, chocolate/banana

Heed Lemon Lime, Hammer Nutrition, 32 serv./80 serv.

The Simply Bar, Purity Health, 37g, chocolate peanut butter

Sport Performance Optimizer, Vega, 540g, acai

Magnesium Glycinate, Metagenics, 120 caps

Nutri-Flex with Vitamin D, Naka, 500ml

Vitamin E Cream, Jason, 4oz Deodorant, Jason, 2.5oz

Body Wash, Jason, 30oz Daily Essential Moisturizers, Desert Essence, 120ml

Ethnoscience Chia, Eco Ideas, 500g

Liquid Castile Soap, Dr. Bronner, 944ml, lavender Omega Lotion, Kalaya, 250ml

Pumpkin Seed Powder, Omega Nutrition, 750g

Diesel, Perfect Nutrition, 908g, chocolate peanut butter

Maca Powder, Navitas Naturals, 454g

E Load Endurance Formula, Medion, 30g, lemon

Protein Powder, Bio-X, 5lbs

New Zealand Whey, Ergogenics, 910g

Organic Whey, Progressive, 680g, vanilla

Pure Coconut Water, Zico, 11.2oz

E Mend Recovery Formula, Medion, 22g, chocolate

N/A

Vega Berry, Sequel Naturals, 1029g

Supreme Protein Bar, Truenorth, 30g, peanut butter

Ester-C, Sisu, 120 tabs.

Immune 7x, Purica, 120 vegi caps.

Vegan Protein, Genuine Health, 280g, vanilla

Omega 3, Ascenta, 200ml

Women’s Multi Vitamins, Platinum, 120 soft gels

Vitamin D3, Natural Factors, 90 tabs.

Multi Vitamins, Platinum, 60 soft gels

Organic Rice, Bio-K, 7oz

N/A

Sage Menopause, A. Vogel, 90 tabs.

N/A

N/A

N/A

Activ-X Easy Multi, Platinum, 120 soft gels

N/A

Multi Vitamins, Progressive, 120 tabs.

N/A

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The Organic Garage Oakville, ON

Ester-C, Sisu, 150 tabs

Multi-Vitamin for Active Women, Progressive, 120 tabs

Protein Shakes, Boost, 237ml, chocolate

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L’bear’s Health Food Trail, BC

Flax Seed, Gold Top Organics, 454g

Echinacea, Swiss, 90 caps

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PHARMACIES Herbs & Nutrition Toronto, ON

Lip Balm, Burt’s Bees, 4.25g

Active-X Women/ Men, Platinum, 60 soft gels

Vitamin D 1000 IU, Biomedic 120 caps.

Bone Basics, AOR, 240 caps

Vitamin B Complex, Prairie Naturals, 500ml

Strong Bones, New Roots, 360 caps

Natural Calm, Peter Gillham, 8oz

Vitamin C Time Release, Jamieson, 100 caps.

Vitamin B 12, Jamieson, 100 caps

Greens+Multi+, Genuine Health, 507g/1014g

Gluten Free Bread, Aidan’s Gluten Free, variety

Oscillo, Boiron, 12 dose

N/A

Cold Sore FX, Cold FX, 2g

Ultra Meal Bars, Metagenics, 55g, assorted

Endurance Gel, Vega, 45g, raspberry

Immune 7x, Purica, 120 vegi caps.

Sourdough Bread, Stonemill, 454g

Traumeel, Heel, 100g

N/A

Thera Zinc, Quantum, 120ml, mint

The Simply Bar, Purity Health, 37g, chocolate/banana

Performance Protein, Vega, tub, berry

Pain Relief Cream, Myo-Med, 1 tube

Victory Organic Salads, Victory Farms, variety

Coryzalia, Boiron, 60 caps

N/A

N/A

Sunscreen, Aveeno, 108ml

SaviSeed, Sequel Naturals, 5oz, karmelized

Nutra Sea, Ascenta, 100ml

Vitamin D, Jamieson, 100 caps

Liquid Iron with Vitamin C & B, Naka, 500ml

The top selling products in the review are from randomly selected retailers. The review is meant to give readers some idea of what consumers are buying most of in these selected stores. Participating stores are free of any third-party influence and provide all the information. The information cannot be seen as a statistical survey or taken to reflect top-selling products on a national, regional or local level.

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industry news

IN THE KNOW:

GREAT NEW PRODUCTS AND THE LATEST ON RESEARCH AND REGULATION CHFA calls for a unified front In an open letter to the Natural Health Products Industry, the Canadian Health Food Association (CHFA) addressed a number of questions that had been raised over the last few weeks in regards to their position and plan of action, as a voice for the natural health products industry. As Health Canada has begun to examine the thousands of halted fi les and released a concept paper for a new site licensing system, the CHFA believes the Canadian Natural Health Products Industry is entering a critical point. In preparation for the change that is starting to unfold, the CHFA has received a lot of feedback. As stated in their open letter, the CHFA shares their members’ concerns and frustrations, and respects the many individual opinions, yet they express their role is to fi nd

that common ground within their membership and then articulate those positions.

The aforementioned letter also says the CHFA board, councils and members support an approach that lies within the extremes, yet there is clear and unequivocal consensus that CHFA needs to continue to work with Health Canada rather than against it; additionally, they are prepared to ensure that the voice of consumers is heard by advocating to Health Canada and elected offi cials as warranted, stated CHFA board of directors chair Matthew James in the open letter. James said, “Having a united voice is essential for ensuring Health Canada listens and responds to our members’ concerns and I encourage you to work with us to help facilitate aligning all advocacy groups to ensure we are strong as one and not

divided and marginalized by Health Canada/NHPD.”

Unhealthy labels A research team from the University of Leeds has conducted a new study revealing that many herbal medicine products do not provide all of the information required for the safety of consumer use.

After comparing various commonly used remedies like ginkgo and echinacea to the information listed by the U.S. National Center for Complementary and Alternative Medicine, the researchers found that three-quarters of the tested products excluded key safety precautions. In order to maintain strict medicinal ingredient regulations, Health Canada will only issue licenses to applicants that can provide the product ingredients, source, dose, potency, non-medicinal ingredients and recommended

use. All herbal medicinal licensed products are kept track of by the Licensed Natural Health Products Database of Canada. Consumers can ensure product safety by looking for the eight-digit Natural Product Number (NPN) or Homeopathic Medicine Number (DIN-HM) on the label.

Canadian doctors warned Health Canada has been prompted by public complaints to warn medical professionals against using online social networking tools to promote specific prescription drugs, health products and medical procedures. This has become a recurring issue in the medical industry since it is difficult to regulate online activity, allowing medical professionals to freely contact consumers — specifically cosmetic surgeons promoting drugs through personal websites. Canadian

Chocolate protects hearts Although organic chocolate has a long history of having restorative functions, a recent study conducted by researchers from the University of Cambridge has revealed that chocolate can act as a major defense against heart disease and stroke. Dr. Oscar Franco and his team of scientists evaluated the effects of eating chocolate on over 100,000 participants with or without heart disease. They found that individuals who consumed the most chocolate showed a 37 per cent reduction in cardiovascular disease and a 30 per cent reduction of stroke. The study examined the consumption of a variety of chocolate products such as bars, drinks, biscuits and desserts, yet didn’t take into account the differences between dark and milk chocolate. The World Health Organization predicts that by 2030, the yearly death toll as a result of heart disease will rise to 23.6 million.

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law dictates that prescription drug advertisements are restricted to protect the public, while the practice of direct-toconsumer advertising of drugs is illegal. This ensures that drug companies and associated counterparts are not allowed to advertise a specific drug for a specific condition through onair, print or online means.

Herbal supplements affect chemo drugs The Northwestern Memorial Hospital in Chicago has published a report stating that the consumption of herbal supplements is not always beneficial for patients undergoing chemotherapy treatment. According to the report, supplements like açai berry, cumin, turmeric, garlic and various herbal teas are all very advantageous to an individual’s health when taken on their own, yet they also have the ability to significantly alter the effects of particular chemotherapy drugs. Research studies have found that herbal supplements can interfere with the way a patient metabolizes chemo drugs, sometimes making them less effective.

Dr. June M. McKoy, the lead investigator of the report at the hospital, has said that it’s important for patients to let their doctor know if they are taking additional vitamins or supplements during their treatment and that, according to her research, only 50 per cent of patients actually do so.

Low income, cardiac trouble A new study published in the Canadian Medical Association Journal has revealed that people living in underprivileged

Coconut at the top Amidst the latest trend of exotic superfruits, the coconut has been humbly making a name for itself as a leading functional ingredient in the nutrition industry. From coconut water and coconut milk, to coconut oil and coconut flour, this ingredient has been steadily rising in popularity, making its largest mark on the sports nutrition category. The Nutrition Business Journal has estimated that Zico Natural Coconut Water has seen a 250 per cent growth in sales since 2009 to surpass $55 million in total sales to date. Brands like So Delicious, Imagine Foods (Coconut Dream) and Silk are also making a name for themselves as a lactose-free and nutrient-rich alternative to dairy. And products like coconut flour and sugar from brands like Madhava Natural Sweeteners have recently demonstrated the coconut’s flexibility and potential as an alternative to regular flour products, yet with higher fibre and protein content as well as fewer carbohydrates and no gluten index.

neighbourhoods are more likely to suffer from sudden cardiac arrest than those living in more prosperous conditions. The study examined people experiencing cardiac arrest at home, a nursing home or in an assistedliving facility in such cities as Ottawa, Toronto, Vancouver, Dallas, Pittsburgh, Portland and in Seattle-King County in Washington. Researchers discovered that cases of sudden cardiac arrest were two to four times higher in the lowest income range in the U.S. and three times higher in the Canadian cities. Dr. Heikki Huikuri at the Institute of Clinical Medicine in Finland stated that, “This study should inform the decisions of politicians and managers of

health care systems as they institute health care reforms, recognizing that sudden cardiac arrest is the single most common cause of death in western societies.”

Fish oils help seniors Scientists from the Rhode Island Hospital have found that omega-3 DHA fats derived from natural supplements have an ability to reduce stress on the aging brain, which in turn lowers the risk of stroke by 25 per cent. Researchers found that the omega-3 DHA components found in fish oil supplements are able to change the brain’s chemistry in order to prevent atypical brain aging and various metabolic defects that can lead to

dementia, stroke and chronic disease. The study was done on mice that were nourished with a varying amount of omega-3 DHA in their diets.

A three-month trial period concluded that the mice that were fed with a DHA-enriched diet had 25 per cent less tissue injury following an induced stroke. The study was then conducted on over 800 senior participants revealing that consuming fish oil supplements led to less brain shrinkage and improved cognitive function.

Bad websites equal lost sales Poorly designed websites cost retailers hundreds of millions per year in missed sales revenues, according to recently published research. Retailers

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industry news have lost a combined total of £500 million ($806 million) over a three-year period, the study suggests. Frustrated consumers log off websites that are too complicated or not efficiently designed.

The stores’ stock levels and catalogues are major sources of frustration for consumers.

Joshua March, an online retail expert said, “Companies need to realize that it is not like the high street. People who are not sure do not have [to make the effort] to walk 100 yards down the road to go to someone else’s store; they just have to click ‘back,’” and the retailer’s transaction opportunity is lost.

Canadians live longer Statistics Canada is reporting that life expectancy has risen in Canada by 0.2 years from the last census conducted from 2005 to 2007. The three provinces that displayed a life expectancy above the national average were British Columbia at 81.4 years, Ontario at 81.3 years, and Quebec at 81 years.

The report also shows that the gap in life expectancy between men and women has narrowed over the past decade — men

Spicy good Researchers from Pennsylvania State University have published a study revealing that the consumption of turmeric and cinnamon before a high-fat meal can reduce the body’s production of dangerous blood fats by close to 30 per cent. The intake of high-fat foods, such as fried or baked goods, results in an increase of cholesterol levels and the production of blood fats called triglycerides. By adding spices like turmeric and cinnamon to an individual’s diet, researchers have found that they can lower the triglyceride response and the chain reaction of harmful metabolic events that can lead to heart disease and diabetes. Culinary spices have been gaining more momentum in the medical industry because of their powerful antioxidant properties.

still generally having a lower rate than women.

Fat and diabetes A research chair has been created at Quebec’s Université de Sherbrooke to determine the cause of type 2 diabetes from a high fat diet. Tests and research will be conducted by

professor, Dr. André Carpentier, focusing on the different ways fatty foods are metabolized in the body leading to the onset of the disease.

Plants might help women with cancer A study using biomarkers has shown phytoestrogens

contribute to lowering the mortaliy rate of breast cancer in postmenopausal women.

By following a diet rich in phytoestogrens, plant compounds known as lignan, 1,140 postmenopausal women diagnosed with breast cancer showed a 40 per cent decrease in mortality rate.

ON THE GO:

WHAT  AND WHO  IS HAPPENING IN THE BUSINESS WORLD Bored with social networks Gartner, a technology research firm, has revealed that approximately 31 per cent of consumers aged 19 to 39 are growing uninterested with various social media networks such as Facebook, Twitter and

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LinkedIn. The survey, called Trends in Consumers’ Use of Social Media, examined over 6,000 “aspirers” or consumers that Gartner describes as “young, more mobile and brand-conscious.” The results showed that the respondents were becoming wearier about

using the popular social media websites and yearned for new, unique and innovative social platforms. Brian Blau, a research director at Gartner, stated that “retailers really need to focus on establishing a social media strategy for their product and brands,

make a plan for connecting with these customers at their points of interest such as social networking sites, mobile devices and through partnerships with established businesses who already have a presence in the consumer market.”

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Supplement sales grow online The Nutrition Business Journal (NBJ) has reported that the U.S. sales of dietary supplements through the Internet reached $1.3 billion in 2010 and are likely to exceed the $3 billion mark by 2017.

The profi t growth is a direct result of online supplement retailers using social media marketing and promotions to entice their consumers.

Although the online supplement industry sales have slowed down in the past few years, the NBJ predicts that they will remain in the double digits throughout 2012. According to a poll conducted by consulting fi rm Booz & Co. and the Grocery Manufacturers Association, 62 per cent of consumers use the Internet to search for bargains for almost half of their shopping needs.

Walmart Canada on the upside Chief executive Cheesewright of

David Walmart

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The Nutrition Business Journal (NBJ) is estimating that sales of probiotic and fish oil supplements will reach a total of $3 billion out of a combined $36 billion of all supplement revenues by the year 2017.

This is the first time that the NBJ is issuing predictions for the sales numbers of specialty supplements, vitamins and minerals. The main reason behind the steep sales of fish oil is the recent shift of plant- and fermentation-sourced omega3s into the supplement market.

Probiotic revenues, on the other hand, have greatly benefited from exposure on television through shows such as PBS’s The Road to Perfect Health and other educational programs that have opened the market to more natural retailers and their customers.

Sobeys is right on Target

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Sainsbury, a U.K. supermarket chain, will be introducing an iPad-equipped shopping cart system that will assist and entertain consumers while they are shopping. The cart, developed by the Sky broadcasting company, will expose shoppers to advertising, news programs and live sports, while functioning through a solar charged onboard battery.

A similar system has been designed by Stop & Shop in the past, where an iPhone assisted customers with shopping and scanning items as they travelled through the store.

Brett Hart, Sainsbury’s U.S. buyer said, “We strive to make our customers’ lives simpler, which is why we’re looking at these new trolleys.”

Canada says that the company is experiencing an upside from consumer economy uncertainty.

The retailer introduced the category of mass merchant, targeting more affluent consumers wanting to save money and it has seen very robust growth. Large flatscreen TVs, Dyson vacuum cleaners, Keurig coffee makers and KitchenAid appliances are among the popular items.

“That more affluent customer might not shop for everything at Walmart, yet when they come in to buy their detergent they are quite surprised” by the selection, he said. Grocery chain Loblaw Cos. is also going for both ends of the consumer market with its discount stores No Frills catering to price watchers, and its new President’s Choice Black Label products reaching consumers who want to save on specialty boutique items such as aged cheeses. This comes as retailers prepare for the arrival of U.S. rival Target, which will open up to 150 outlets in Canada beginning in 2013.

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Probiotic and fish oil dominate

AARRY! YVEERS 10ANNI

Add the iPad to your shopping cart

Sobeys Inc. and Target Canada Co. have announced a new, long-term partnership that entails Sobeys to supply Canadian Target stores with food and grocery products. The collaboration will take effect in 2013 during which Sobeys will provide products that meet the food and grocery requirements of frozen, dairy and dry grocery standards for Target’s national brand and private label brands.

Challenge cold season to win From October to February, retailers can sign up to participate in SISU Ester-C® Challenge, their cold and flu season challenge. Each month successfully completed by the retailer, qualifies them for another entry into the grand prize draw – a fabulous trip to New York City. Contact your SISU account manager for more details.

New president at Purity Life Purity Life, a natural health product distributor, has welcomed Matthew James as the new president of Purity Life Health Products. James will be replacing past president David Chapman, who founded the company 27 years ago with his wife Elyse. James initially joined SunOpta, a multinational food and mineral company, in 2006 as a senior vice president and general manager. He has 18 years of experience in the natural health product industry overseeing everything from sales, branding, manufacturing and distribution. Today, he is responsible for both the Health Food and the Food, Drug and Mass sectors at Purity Life.

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industry news Shoppers Drug Mart appoints President and CEO On Monday, October 3rd, Shoppers Drug Mart Corp. announced that Domenic Pilla will head the company through its next phase of development.

The retailer chain has been without a permanent chief executive since January. Most recently, Pilla was president of McKesson Canada, the Canadian unit of New Yorkbased McKesson Corp., the largest health care services and technology company in the world. He will step into this leadership role at Shoppers as of Nov. 1. “I am delighted to join Shoppers Drug Mart at this time of challenge and reform in health care and community pharmacy,” he said in a statement. Holger Kluge, board chair of Shoppers Drug Mart said Pilla’s wide range of health care experience made him “an excellent choice to lead the next phase of growth in all our businesses.” Acting president and CEO Dave Williams will work with Mr. Pilla to ensure a smooth transition.

Brick-and-mortar still drive sales Snapdeal.com, an online discount provider, is reporting that although Internet businesses are a great source for today’s cautious consumers, it’s the brick-and-mortar employees that comprise the majority of the power behind the scenes of the retail sales industry.

Kunal Bahl, chief executive director for snapdeal.com, has stated that, “Core skills like product sourcing, warehousing and logistics are not available at Internet start-ups.” Although the future of retailing lies in the success of both online and

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A powerful team Liquid Nutrition Group Inc. has teamed up with Breakfast Clubs of Canada and Canadian native NHL captain for the Tampa Bay Lightning, Vincent Lecavalier, to launch nutritional awareness campaigns in Canada. In December, Liquid Nutrition and Breakfast Clubs of Canada will launch their campaign with a portion of the beverage sales going to provide nutritional breakfast for children in Canadian schools. Arlene Dickinson, national spokesperson for Breakfast Clubs of Canada, panelist on the TV series Dragon’s Den and member of Liquid Nutrition board of directors, says, “We are committed to partnering with Breakfast Clubs of Canada to give kids a healthy start.” Lecavalier and Liquid Nutrition share the same nutritional views and are excited about plans to bring the popular functional beverages to Florida next year.

offline businesses, brick-andmortar professionals are also looking at options online “as there is a risk of being obsolete if you are only in one space,” according to the CEO of Times Internet, Rishi Khiani.

Sabinsa is certified Sabinsa Corporation, an alternative and natural product manufacturer, has been certified by Det Norske Veritas following the International Food Standard guidelines for the second year. This certification testifies to Sabinsa’s ability to

meet customer expectations and maintain the highest facility standards all around the world.

Sabinsa is also continuing to expand by establishing new offices in Seoul, South Korea, adding to the firm’s existing locations in Europe, Australia, South Africa, Japan, China, India and the U.S.

Neptune enlists more shares from Acasti Pharma Neptune Technologies and Bioressources Inc., a leader in the production of clinically-

tested phospholipid production, has announced their increased ownership of Acasti Pharma Inc. as part of a new business and strategy action plan.

Andre Godin, CFO of Neptune, has stated that his firm has subscribed to two million of Acasti’s shares and has invested approximately $2.5 million in the company as a whole. Neptune has also revealed that Michel Chartrand will be the new chief operating officer, joining the firm with many years of business management experience.

Pretty in Ascenta Ascenta Health, a leading natural health product developer, has welcomed Cheryl Pretty as the newest member of the firm’s team. Pretty will act as Ascenta’s new territory manager by focusing on building rapport with various clients throughout Ontario and promoting the company’s reputation in the health products industry. Pretty joins the firm with a lengthy background of servicing clients to reach their highest potential for other similar brands. She recently worked as territory manager for both Swiss Natural and Purity Professionals, a division of Purity Life.

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by Ryan J. Foley, President and CEO

NuvoCare Health Sciences Inc.

Where it all started Before I was even a teenager I had a passionate interest in the area of nutrition and the role nutrition plays on human health, appearance and performance.

My mother was my biggest influencer and role model. At an early age she began teaching me the positive role nutrition, exercise, and nutritional supplementation play on our health and appearance — I was no doubt a true product of my environment.

At the age of 13, I began seriously focusing on bodybuilding using exercise, nutrition and natural health products.

I got my fi rst job at a health food store called Markham Warehouse Outlet, owned by one of my early mentors, Willie Pelzer, founder and president of Sunny Crunch Food Ltd. and the true inventor of granola.

Before turning 18, I was an Ontario bodybuilding champion and Pelzer hired me at Sunny Crunch Foods to develop a sports nutrition company called Bionex, where I launched two major brands before the age of 20.

Pelzer personally mentored me in the area of product development. To learn from such a pioneer in natural health was invaluable and a true honour.

Bottom line, I knew in my teens what I wanted to do in life: ‘become the brightest mind in the nutraceutical industry and build a nutrition business empire by developing natural products that help people.’

Academic & professional career With a clear understanding of what I wanted to do in life, I focused my efforts on developing the real-world, academic and industry experience required to become the brightest mind in the nutraceutical industry and eventually start my own nutrition business.

I fi nished my degree in food science and pharmacology in April 2000 and left Sunny Crunch Foods to become a key member of the research and development team at the rapidly growing MuscleTech Research & Development (which evolved into Iovate Health Sciences Inc.), where I was hired as a research analyst before progressing to product development manager and fi nishing as a brand manager.

I spent six years at Iovate Health Sciences working with doctors, researchers and marketing professionals and ‘mastered how to develop science-based natural health products from initial concept to shelf.’

After Iovate, I was hired by HBS Canada and ALLMAX Nutrition as director of R & D and brand management to design their brands, which included QUICKMASS, RapidCuts and Leutor, to name only a few.

During my year at ALLMAX Nutrition I began to see the bigger picture in the world and started observing that the health of North Americans and the health of our environment was severely declining: The use of chemicals, carbon dioxide emissions and the rate of cancer, obesity and sickness was unfortunately on a huge rise.

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special feature Th is realization was the “trigger” that drove me to resign from my position to build a company that would focus on preventative medicine and youth sustainability using natural compounds to keep the body optimally functional.

In December 2007 NuvoCare Health Sciences was officially incorporated in Canada and our exclusive focus was developing products designed to “raise the health of the human population using nature while giving back to environmental sustainability.”

Body and earth sustainability was my purpose, and I would use NuvoCare Health Sciences, the AGEOFF® brand, and the EarthONN movement as the vehicles to deliver Canadians the best natural product formulations scientifically designed and clinically proven to keep the body healthy and youthful.

Bringing authenticity back NuvoCare Health Sciences Inc. is all about bringing “True Authenticity” back to the natural health industry.

My focus was to develop the world’s best formulas with clinically proven levels of active ingredients and ingredients that are sourced from the cleanest regions in the world. I take great personal pride in ensuring that all ingredients going into NuvoCare brands are sourced from the highest quality plant materials and we verify this through proper QA and QC testing in-line with Natural Health Products Directorate standards.

I poured every ounce of knowledge I had developing the most comprehensive, most well researched brands within anti-aging and weight management.

The AGEOFF®, WeightOFF®, and SleepON® formulations were developed based on well over 10 years of experience.

and DNA-Essentials. These brands were clinically designed using the best natural compounds and work to effectively: A) Slow down the effect of aging B) Increase energy levels C) Decrease perceived stress and anxiety D) Improve sleep quality E) Safely and effectively reduce body weight F) Improve the health and youthful appearance of the skin In 2009, our sleep management product SleepON and our weight management brand WeightOFF were perfected and launched, and I am proud to say that the formulas are truly helping people transform their bodies and lives. The fact that I am able to help people change their lives using nutrition gives me a great sense of personal accomplishment and makes me feel like I am aligned with my true purpose.

With the evolution of science and after being awarded an official USA patent for the AGEOFF® Technology, AGEOFF® Face & Body Nutrition™ was launched and focuses on the world’s six best clinically validated nutrients that improve face and body appearance, working from within.

The Dragons’ Den experience With the company growing and an office move from North York to downtown Toronto, I decided to audition to be on the awardwinning CBC series, Dragons’ Den. I was asked by CBC to give the Dragons an opportunity to invest in the NuvoCare business.

I was fortunate to get an offer from W. Brett Wilson – another mentor in my life and a man I greatly admire and respect for everything that he represents.

We officially launched the Original AGEOFF in January 2008 on live national television, across Canada, on The Shopping Channel.

Although we ended up taking a private deal that financially made more sense, Wilson and I continue to stay in contact and he has exposed me to some great causes that we work hard to support.

I spent two years educating Canadians on the best natural ingredients that improve life, and delivered them through our branded formulations, including: AGEOFF, WeightOFF, SleepON

Furthermore, I still retain 70 per cent ownership of NuvoCare and we are still entertaining other investors and the communication with Wilson is still open.

Ryan J. Foley at CBC’s Dragons’ Den

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Leading the way: In the meantime, I continue to support many of Wilson’s philanthropy movements. One of particular interest to me — because I almost lost my life on September 11, 2001 in New York City — is Operation: Western Front. Th is amazing cause helps support our Canadian military families and its troops.

NuvoCare is actually in the process of organizing a charity event for this cause at The Air Canada Centre, featuring the Toronto Maple Leafs and a meet-and-greet with Wilson. We will be inviting a select group of retailers to be involved with this incredible evening and we are looking for support from our valued partners.

Where are we going – what does the future hold for NuvoCare?

With Intellectual property in place including AGEOFF® United States Patent and Trademark Office patent #8,029,830, safe and effective formulations that deliver consumer results, more fi nancial capital and distribution in the Vitamin/health channel through Purity Life Health Products, NuvoCare is poised to continue strong growth as we look to expand distribution in the natural health products industry.

With two years of exposure on live television and over 1,000 minutes of live television airings educating Canadians on NuvoCare brands across the country, as well as multiple CBC television airings of our successful Dragons’ Den episode, the word is quickly spreading about the quality, safety and effectiveness of NuvoCare brands.

We have since fi lmed an infomercial on the new AGEOFF Face & Body Nutrition which can be viewed at www.ageoff nutrition.com and can be expected to be seen on television in the near future.

We are in the process of selecting strategic retailer partners to take on our latest innovation, one that takes the AGEOFF brand to a completely different level: AGEOFF Face & Body Nutrition and AGEOFF Wrinkle-Reduction-Serum will be officially unveiled at the Canadian Health Food Association (CHFA) Expo East and I will be at booth #2028 to answer any questions pursuant to this article.

• NuvoCare flagship brand AGEOFF® Face & Body Nutrition has recently been awarded the United States patent #8,029,830 as the only “composition and method for promoting internal health and external appearance.” Further research is now planned to reinforce AGEOFF’s potent ability to positively transform face and body appearance. The AGEOFF brand pioneered the nutricosmetic (aka cosmetic nutrition) category, almost three years ago. This category is expected to reach $2.5 billion in global sales and AGEOFF has a leadership position in North America, making it a must-have on retail shelves.

• AGEOFF Face & Body Nutrition and AGEOFF WrinkleReduction-Serum complete the new total body nutrition plan that offers consumers a very comprehensive research validated inside-out/outside-in approach to taking age off.

• NuvoCare is also heavily focused on a comprehensive weight-loss approach with its WeightOFF and SleepON brands. WeightOFF is a patent-pending method and composition for safely and effectively promoting weight-loss, and it combines very well with SleepON for night use. SleepON is a method and composition for promoting better quality sleep by reducing anxiety and stress hormone levels while also promoting faster sleep onset and sleep duration. You can learn more about AGEOFF, WeightOFF and SleepON at the CHFA Expo East in Toronto from Ryan Foley himself at booth #2028, October 15-16, 2011. As these brands continue to build national exposure and momentum, they constitue an ideal part of your store planogram.

• NuvoCare believes in giving back, and we hope for an amazing turnout by buyers at our NuvoCare Operation: Western Front charity event that will be attended by W. Brett Wilson himself and may be covered by CBC television as a Dragons’ Den success story update.

Ryan J. Foley and W. Brett Wilson at the National Women’s Show

At a Glance NuvoCare Health Sciences Inc. Location: 55 East Liberty Street, Suite 1408, Toronto, Ontario M6K 3P9 Phone: 1-800-535-4371 Website: www.NuvoCare.com Staff: 1 - 5

10 YEAR ANNIVERSARY PART 2 • IHRMAGAZINE.COM

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company profile

Fishing for

Success

EPAX’s lengthy history, quality products and clinical research results help the marine omega-3 supplier swim ahead of the pack

by Natalie Moore There’s something to be said about standing the test of time. It’s truly a testament to quality and integrity. It’s also an accomplishment a scant few businesses today can claim — however, EPAX AS has managed to do just that. The leading global supplier of marine-based eicosapentaenoic acid (EPA) and docosahexaenoic acid (DHA) omega-3 fatty acid concentrates has a corporate legacy dating back 170 years. Yet, there’s nothing old-fashioned about them. In fact, over the decades EPAX AS’ experiences have only boosted its expertise in the fish oil industry and strengthened its commitment to excellence.

Originally named JC Martens when the Norwegian company was founded in 1838, it primarily traded in dried fish and cod liver oil.

Now, EPAX AS products are distributed worldwide to the businessto-business ingredient market under the brand name EPAX.

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Brand longevity So, how has the brand survived and thrived for so long?

“What basically makes EPAX different from most competitors is the fact that we are exclusively and fully devoted to the manufacturing of omega-3 ingredients,” says Baldur Hjaltason, business development manager. “These ingredients are highly pure omega-3 concentrates. We also exclusively focus on conditionspecific products, such as formulas with different EPA and DHA ratios, and concentrations targeting specific health problems.”

How the products help The EPAX lineup consists of 10 unique formulations of EPA and DHA, as well as a combination of EPA- and DHA-rich products, all available in triglycerides (TG) or ethyl esters (EE). Each one is especially designed to address a particular aspect of well-being

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Catch of the Day Tips from EPAX on what retailers should expect from omega-3 fish oils and manufacturers: ■

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High-quality oils from a reputable brand that adheres to strict manufacturing standards for pollutants and other parameters Concentrated oils to ensure sufficient intake of EPA and DHA fatty acids Brands that have documented results Brands that conform to traceable and sustainable raw material sourcing

including cognitive, cardiovascular, eye, joint, mood and mind, pre- and postnatal health, to proper infl ammatory response.

For example, EPAX 1050 TG, which has a high concentration of DHA, is essential to brain functions and provides nutritional support against age-related cognitive decline, such as poor memory and dementia. EPAX 6000 TG has a highly concentrated EPA and DHA ratio that helps keep cholesterol levels in check for optimal heart health. For individuals suffering from chronic infl ammation, EPAX 4020 TG with a 2:1 ratio of EPA and DHA, has a potent anti-infl ammatory effect and is tailored to restore the body’s omega-6 and omega-3 balance.

Not only is EPAX the industry leader in developing goods that address modern health concerns, proven research results also set the business apart from the competition. “Our company is the most clinically documented omega-3 ingredient with over 100 published clinical studies,” says Gunilla Traberg, head of marketing. These studies have substantiated various EPAX indication-specific items, which allows for easier positioning within the marketplace and more effective discussions with customers.

Natural evolution As IHR magazine currently celebrates our 10-year anniversary — a mere blip on the evolutionary radar compared to the epic EPAX timeline, so far — we’re curious to find out what this historic giant has witnessed during the previous 10 years, alone.

“In the last decade, the omega-3 market has grown phenomenally with a double-digit growth annually,” says Hjaltason.

“Today approximately 100,000 metric tons are sold for human consumption. Omega-3 ingredients are used in functional food,

for supplements, as medical food ingredients and most recently as prescription pharmaceuticals. We are also seeing new delivery forms such as powders and emulsions, and new sources of EPA and DHA coming from marine phospholipids, as well as from algae and genetically modified crops.”

Traberg also mentions that, “Globally increased consumer awareness, credibility and interest in the benefits of omega-3 fatty acids continue to drive the demand for omega-3.” In addition, she says it so happens that “the number of scientific papers published correlates positively with the sales of omega-3 supplements. Th is consumer awareness has put focus more on not only the amount of EPA and DHA, yet also on purity, quality and environmental factors such as the sustainability and traceability of the crude oil sources.”

Environmental importance Since the production’s raw materials come directly from the sea, respect for marine ecosystems has always remained an important aspect of business, so the company has undertaken a number of initiatives. “To EPAX, caring for the environment is paramount and we have our own environmental stewardship policy called EPAX EcoVision. Th is program is based on sustainable sourcing, traceable origin and accountable operations,” says Traberg.

“Sustainable sourcing is based on supplies from Friends of the Sea-certified fisheries in Peru, as well as our own certification. The raw material that we use is traceable — time and place of catch — which in turn is a condition for sustainability. Our manufacturing is certified eco-friendly through ISO 14001 certification for environmental safety management, we practice full material accounting at the manufacturing plant, recycling and zero-waste practices, as well as systems for reduced energy use, etc.”

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company profile

Introducing new products There’s a lot to look forward to as EPAX announces several remarkable products in the works, which will soon hit store shelves and should really appeal to consumers. “In the coming month, EPAX will be expanding the product line with the launch of a new high-concentrate ingredient called EPAX 7000 EE. The minimum value of the EPA and DHA fatty acids are 360 mg/g and 240 mg/g respectively, and a minimum total omega-3 content of 700 mg/g.

This product will have the highest content of EPA and DHA in our 2:1 ratio product range,” shares Hjaltason. “Furthermore, a new condition-specific product concept will be launched this autumn.

This is a product designed for physically active people, from the weekend sport enthusiast to the trained competitive athlete.

The product behind the science in this sports nutrition concept is EPAX 4020 TG. Next year, EPAX is planning to launch a high-DHA fatty acids product. This will be a stand-alone product and will also serve as an extension of our popular EPAX 1050 TG formula which contains as a minimum 430 mg/g of DHA. This product will be ideal for those [retailers] considering launching pre- and postnatal nutrition products,” he reveals.

Always on the edge of innovation, some interesting (perhaps even science-fiction-sounding) new research has come about in the omega-3 fish oil category that EPAX is excited about. “The science behind how omega-3 fatty acids work in our body has advanced greatly in the last few years,” says Hjaltason. “The most exciting science is how omega-3 fatty acids regulate our gene expression.

This opens new doors in relation to handling complex symptoms like metabolic syndrome. Also, recent work shows that omega-3 fatty acids can slow down the shortening of the telomeres — they sit at the end of the chromosomes, acting like a cap on the end protecting them from damage. They contain the vital DNA

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information needed for cellular replication. Every time a cell divides the length of the telomeres become shorter. In the end, the cell cannot divide and it dies. If we can slow down this process, we also slow down the aging process and improve quality of life.”

With such a long-standing legacy, yet a constant focus on the future, EPAX has truly established itself as an overall omega-3 expert. Whatever your needs, with its reputable background EPAX is confident it can help you. “Through our global network of distributors and agents we can service customers with local market knowledge and opportunities, as well as assist with regulatory documentation to ensure regulatory compliance on both international and national levels,” adds Traberg. “Our storage facilities are strategically located in key locations around the world to offer shorter lead times and on-time deliveries.”

At a Glance EPAX AS Location: Munkedamsveien 35, NO-0250 Oslo, Norway Phone: +47 7013 5960 Fax number: +47 7013 5911 Email: sales@epax.com Website: www.epax.com Staff: 90-100 Top-selling products: EPAX 6000 TG, EPAX 6000 EE and EPAX 4020 TG

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Omega-3 concentrates that focus on Cognitive Health Mood & Mind Health Eye Health Heart Health Pre- & Postnatal Health Joint Health

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Today more than ever, your customers are looking for specific health benefits from their supplements.

For details, write #106 on Free Info Page, page 73.

EPAX products are sophisticated, marine-based EPA/DHA blends that have been created to address a variety of health concerns. With specific formulas for cognitive, mood and mind, eye, heart, joint and EPAX速 THE MOST CLINICALLY RESEARCHED MARINE OMEGA-3 INGREDIENTS

pre- and postnatal health, you can choose EPAX with confidence because our ingredients are supported by more clinical research than any other marine omega-3s in the industry.* So make the smart and trusted choice. EPAX.

For North America contact:

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*Data available upon request These statements have not been evaluated by the Food and Drug Administration.

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Strength IN

Health First Network has proven to be a powerful tool for independent retailers looking to thrive in an ever-changing market.

By Carlos Weigle • Photography by Dean Sanderson

highly competitive market usually makes business owners overcautious and even a little paranoid. Other stores are often perceived as the enemies and there’s no room for collaboration. That’s why, especially at times like these, it’s important to remember there’s always strength in numbers. Buying groups are clear examples of that.

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Top: CEO David Freeman at the Burlington office.

Bottom: Andrea Rogers (Assistant Marketing Manager) and Corey Wilson (Assistant Category Manager)

Eleven years ago a group of Canadian independent health food stores came to that same realization and decided to form what was then called United Health Merchants. The idea behind it was to provide its members with a buying power they wouldn’t otherwise have, making them competitive against large store chains that could obviously negotiate the best prices due to the volume of their sales.

The idea has proven to be a very good one, indeed. In 2004 the organization was rebranded as Health First Network. By 2006, it had 70 members representing 96 stores, and it currently boasts 81 members and 111 stores.

Buying power David Freeman has been working with Health First Network as its CEO, since 2006. He admits he wasn’t that familiar with the natural health industry, yet he had experienced the power of buying groups firsthand. “I came from the grocery and office product sectors,” he says, “and I worked with a number of buying groups. In particular, in the office product industry, where everything is very commoditized, I watched independent stores almost get wiped off the map unless they were part of a buying group.”

That experience certainly gave him clarity as to what he, the board of directors, and membership could achieve with Health First Network. “When I joined,” he remembers, “We had two things

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in mind: that this was certainly a growth industry with ongoing potential, and that the notion of independent stores joining a buying group and collaborating, would be a key success factor.”

A lot can change in five years, especially in rapidly evolving times such as these; has Freeman’s opinion changed since? “No, I still see both notions holding true.”

What has changed, then? The organization was restructured to accommodate its growing numbers, for starters. During his first one-and-a-half years at its helm, Freeman helped turn it into a more formal organization, one with offices, employees, and five-year plans. The motivation behind the changes were clear: “Our board, staff and members agreed that we wanted to be a leading retail entity in Canada and that we thought there was an opportunity for us to revolutionize many retailing aspects in our industry.”

In concrete terms, what has that meant? As Freeman describes it, “First of all, we completely overhauled every existing program we had. We went from four flyers a year to six and we’re now planning to move to 12. We completely changed the format, the content,

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the branding for our programs. We went from no consumer promotions to running regular, national consumer promotions, in many cases, leading-edge ones.”

launching a new initiative. “We advance one step at a time,” says Freeman. “In terms of social media, that means we first built the base platform and now we’re in a position to expand on that.”

Taking it online Online presence is, of course, a key ingredient in the organization’s transformation. As part of its e-marketing program, Health First Network now provides members with their very own websites. Even though they all have a similar look, each member can customize it so that it showcases news and events that are relevant for their stores. Other elements of the e-marketing program are a database with customer contact information and issuing regular newsletters.

Even though technology is undoubtedly taking over pretty much every aspect of the marketing world, stores still find old-fashioned flyers do get their message across. Flyers are also customizable: the store’s name appears prominently on top, “and each member gets to pick whether they want their flyers in French or English, if they want an eight-page supplement or a 12-page supplement and food flyer,” according to Freeman.

Social media is the next step. However, Health First Network prides itself on not rushing into things and getting it right before

In terms of promotions, the organization has given away cars, created in-store contests and championed fundraisers for Vitamin Angels – an organization that provides vital nutrients to close to a million undernourished children – every year.

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“I think, in the longer term, we will return to the kind of innovation we have seen in the past.”

Pick the right ones Choosing the right partners is fundamental to creating a strong organization. In the case of Health First Network, there are criteria in place to ensure members are independent, key stores that won’t compete against each other. As Freeman explains it, “our current membership is primarily made up of destination stores, leading stores in any market.” He adds that “We offer our members an exclusive geographical territory. So if the territory is open, and you are the leading store or you’re striving to be the leading store, we’re talking to you.”

Does Freeman foresee a reduction in terms of independent stores that currently populate the market? “I absolutely agree that industries consolidate over time and that the larger, more competitive players have a significant advantage,” he says. Yet he also points out that “my sense of the natural health and organics industry is that it’s only ever grown. This is an industry that has really not had a major setback or decline.

Right now there are more independent health food stores than 10 years ago.”

Why the need to belong to a group such as Health First Network, then? Freeman explains it: “I’ve brought in some members, and vendors have said, ‘Why would that store or chain join a group?

They don’t need to.’ I respond that they don’t need to join today; they’re looking down the line, they’re looking forward into the future and saying, ‘Some day, it’s going to be very helpful for me to be part of a larger group.’ ” By the rules?

Consolidation and economic downturns are not the only factors affecting the industry. In fact, new regulations have also been changing the face of the market since 2004. Freeman believes in the importance of having clear rules, without failing to acknowledge some of the difficulties they have created: “We separate the notion of regulations from how they’ve been implemented. Overall, we are in support of some form of regulation. Yes, it costs money for folks to align with them. Yes, there’s work involved. Yes, lines get drawn that we may or may not like. However, if we look at our customers, it’s good to have regulations that say, you can trust what this product is claiming and you can trust what’s in the

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bottle. That’s why we’re supportive of regulations, partly because we think it will reassure customers, and partly because there are players in our market who probably shouldn’t be there.”

Have there been bumps in the road, though? Freeman certainly believes so. “‘Could the regulations have been better implemented?’

Sure. ‘Have there been problems?’ Absolutely. ‘Are we happy with everything that has happened, or is happening in the rollout?’ No. Yet we’re trying to positively contribute to a good outcome and we do believe that regulations are here to stay and can have benefits if done right.”

Have the regulations, as many claim, limited the amount and kind of products retailers can offer their customers? Yes. Yet again, that can present both disadvantages and advantages to consumers. “There is room in this industry to reduce some SKUs and there’s still an opportunity for customers to have a broad array of alternatives to choose from,” says Freeman. “Products have been removed from the market and others may exit.”

What’s the downside, then? According to him, “innovation has slowed because vendors and manufacturers are focusing on and complying with the current regulations and trying to figure out what the future regulations will be.”

Looking forward The future seems bright, though. “I think, in the longer term, we will return to the kind of innovation we have seen in the past,” predicts Freeman, “we’re just trying to get the ground rules sorted out right now. I’m aware that not all of our members agree with that stance, yet as an organization we are not out fighting the regulations and forecasting the demise of the industry.”

Consumers are also not what they used to be. “I absolutely think that there’s a higher, ongoing growth in concern amongst consumers about health,” says Freeman. “Nowadays there’s a health section in every major newspaper. There’s an increased interest in natural health and organic products, partly because we’ve got an aging population and partly because we’ve got more knowledgeable consumers. A growing section of the market is younger adults, first-time parents who are saying, ‘Hey, it may have been okay for me to eat bologna, it’s not for my kid.

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From left to right: Rob Matheson, Dave Freeman, Lisa Penny, Brent Palmer,Andrea Rogers, Shelly Hutcheson,Susy Nagaki-Koc, Corey Wilson, Sue Rev

At a Glance My parents took me to fast-food restaurants, yet I am not taking mine.’ They’re very interested in organics and nutrition, and the driver is their child in the home.”

Health First Network offers retailers help in navigating this ever-growing and changing market by providing them with the negotiating power of a buying group, by supporting their efforts with a well-oiled, reliable marketing machine, and through the organization’s private label product family.

Again, caution, has proven to be Health First Network’s best advisor.

Even though its brand is slowly growing, Freeman emphasizes it’s not their goal to become a dominant force in the market. As he explains it, “we’re just trying to keep our stores competitive; we launch products either in categories that are highly commoditized – and where a value, private label would be helpful – or where we aren’t able to buy competitively and having a private label as part of the mix helps our stores in those categories.” He adds that “we’re not in the business of making products, we’re in the business of retailing, this is a ‘sidebar’ for us. So, at best, we’re always going to be a step, or two, behind the market’s innovation.”

Health First Network CEO: David Freeman Location: 591 Brant Street - Suite A, Burlington, ON L7R 2G6 Phone: (905) 333-6353 Fax: (905) 333-6350 Website: www.healthfirst.ca Members: 81 Stores: 111 Contract Vendors: 20 Employees: 9 (7 full-time)

Transparency is also key in Health First Network’s success.

There’s only one initiation and one monthly fee, no hidden costs, which gives members access to all of their services. Some retailers might still question the advantages of joining a buying group. It is certainly an important decision which depends on each retailer’s individual case.

It’s extremely hard to remain competitive in a market dominated by big players, dwindling disposable income and changing rules.

As in every aspect of life, there’s strength in numbers and Health First Network is certainly a testament to that.

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Is your price right?

Maximize profits with premium price positioning

By Sarah O’Connor with Natalie Moore

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n these still uncertain economic times, shrewd pricing is essential for any retailer’s success, yet predicting what customers will pay for your products can feel a lot like guesswork.

Understanding where you stand in the marketplace and leveraging what makes your business unique are keys to maximizing profits through premium price positioning.

Premium price positioning is grounded in the work of 1970s Dutch economist Peter Van Westendorp, who asserted that when a consumer is uncertain about the quality of an item, or doesn’t feel that he or she has a rational basis for comparing brands, then the individual may rely on the item’s price as an indication of its value. The Van Westendorp pricing model (see image on page 42) is an extension of this theory and demonstrates that there’s an optimal price point for every product, where it is viewed by a customer as neither cheap nor prohibitively expensive. Th is is referred to as premium price positioning.

“If you want to make a bad decision, just go out and ask a consumer, ‘how much will you pay?’” says Charles Colby, president of Rockbridge Associates, a leading market research firm with extensive experience conducting rigorous pricing surveys.

“You have to look at the message you send with the price.

A good example would be a generic versus a name brand product. You might have one consumer who’s very comfortable with generic and feels it’s very similar to name brand. In that case, they will just go ahead and get the best price — they feel that it’s almost a commodity decision. Other consumers may be uncertain and the higher price of the name brand product might convey some comfort that it may be a better product or it wouldn’t be sold for more.”

The myth of cheap We all desire things that we perceive to be of value to us.

However, while any customer will tell you that they would rather pay less and get more, a price that is too low can actually have a detrimental effect on their perception of the product.

“If you are trying to position something as a bargain price, you deliberately want it to be cheap, yet if you price it as too cheap a person’s not going to buy it,” asserts Colby. To illustrate his point, Colby uses the example of a beautiful sports car offered for sale at $10. “You probably wouldn’t buy it — you’d question it.

Consumers may actually avoid things that are too cheap or underpriced.” Instinctively, customers would wonder what was wrong with the item and then decide against it.

Of course, consumer behaviour varies and you could certainly get into trouble by assuming that indiscriminately raising prices invariably leads to increased sales and increased revenues.

Armen Najarian, vice president of corporate marketing at DemandTec, a strategic merchandising and marketing solutions network, points out that a common mistake retailers make is changing a lot of prices at once. “You can start to confuse shoppers with too many changes concentrated in too short a period of time,” he says. “So space those changes out, even if it means sacrificing some margin, to avoid an overwhelming shift in the assortment and prices that are reflected on the shelf.”

When consumers feel they have a lot of information and view what they are buying as a commodity, they will comparison shop based on price. It is when there is uncertainty, either because the product is new or somehow unique, that they will be most likely to use price as a factor in determining the product’s value.

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“You never want [your product] to be too expensive or outside someone’s budget because then they’re just not going to buy. However, you may want them to think it’s expensive because they may be seeking a quality product,” says Colby. “To the quality-seeker, an expensive price is consistent with the positioning of that product.”

Tactical pricing, with the use of coupons or sales, can be an effective way of striking a balance between a high perceived value and a competitive price, yet this approach must be used wisely.

“If it’s used to excess, people start to expect that and then you have trouble reversing that strategy,” cautions Colby. “It may have the impact of making it look like you’re more of a discounter and you may have lower quality products.”

One strategy Najarian recommends is establishing a loyalty program — something that bigger retailers have been doing for a while, and independent stores are beginning to implement.

“Even smaller retailers have sophisticated point of sale programs where they’re capturing data,” he says. “The barriers of entry to launch a loyalty program are actually fairly low. Smaller retailers are starting to invest and leverage some of these one-to-one techniques to have a more intimate relationship, offsetting what appears to be increasing prices across the board and actually reward those shoppers that are delivering more frequent revenue and margins to their businesses. It allows you to make very targeted offers to specific shoppers. He gives the example, “You might want to provide a dollar off incentive, or five dollars off when you spend $20, incentive for a specific type of shopper.

That can be done in an automated way (via email), so it doesn’t slow you down operationally. It helps to build a relationship with individual shoppers over time and that has a lot of benefits when making marketing and pricing decisions.”

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Evaluating your pricing So how can you be sure that your prices are sending the right message? While larger retailers may have the option of relying on a third-party consultant or market research firm to research their brand and their pricing, these options may be cost prohibitive for smaller businesses. “There’s a couple of strategies out there for smaller retailers who want to remain competitive in the marketplace,” says Najarian. “One strategy is to follow the leader. With a relatively small budget, if the retailer has a fairly geographically concentrated set of stores, they can shop the competitors on a fairly frequent basis and understand when key price points change — just like gas stations do. As basic and simple as that sounds, it does make a difference and it’s used in practice fairly frequently, with smaller retailers emulating what’s happening with the bigger guys.”

Colby’s advice to smaller stores is to focus more broadly. Rather than attempting to evaluate your pricing on a product-byproduct basis, which can be overwhelming, consider your overall positioning in the marketplace.

Najarian suggests that no matter your retail size, when managing a pricing strategy it’s important to know your image items.

“Understand what the key items in your assortment are, the ones your customers are going in to buy on a frequent basis, and what level of sensitivity those customers have when you do change prices,” he says. “Maybe there’s an over-the-counter drug that is a staple product where the volume is consistently high and there’s a noticeable change in demand when price is taken up by a quarter.” Even with limited means, qualitatively examining transaction receipt data and being sensitive to not pushing the price boundaries of those items, is beneficial. “Again, it’s

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Name your price

Four quick steps to help determine your premium price position: 1. Establish your position in the marketplace. Are you a high-end boutique retailer, a discounter, or somewhere in between? Consider your business’ market position relative to competitors in your area.

2. Identify extras and value-adds. Are you in a great location? Do you deliver? Do you offer personalized customer service? Identify what bonus services or benefits you offer your customers, if any.

3. Determine the optimal price range for your products. Visit competition retailers in your area and online in order to identify the Point of Marginal Cheapness (PMC) and the Point of Marginal Expensiveness (PME). Your prices should fall somewhere within this range.

4. Align your pricing with your market position. Leverage premium price positioning by setting your prices within the Optimal Price Range, in relation to your position in the marketplace, in order to maximize sales and profits.

fairly straightforward guidance,” he admits, “yet it’s something that can get overlooked when a retailer is making a number of pricing decisions across the store.”

and [your overall] sales are lower. You may find broad discounting does not help at all. If you just offer lower prices in general it could actually undermine the image of your store brand.”

Determining your marketplace position “Do you wish to be viewed as a quality retailer, offering something unique or of special quality, or do you want to be seen as more of a discounter?” asks Colby. “That is a strategic decision based on the marketplace. If you offer a very unique product and it’s something that you think people will seek out, then you can probably get away with a higher price and you may want to leverage that quality positioning by keeping your prices higher. It’s going to depend on your customers too, and what else you are bringing to the table.

Maybe you can also offer better service or a better location.

Maybe you deliver the product.”

“Consumers are very sensitive to relative changes in price,” notes Najarian. “Especially in the food business, commodity prices have been so volatile, manufacturers are taking price advances in what they’re selling to the retailers. Where retailers need to pass along a price advance, they are taking slow, yet consistent increases quarter by quarter. What you might see in the pharmaceutical space are consistent three to five per cent increases over a couple of quarters. Now, you can’t continue to do that on end, without some broader communication and education in the store. If prices need to jump beyond a three to five per cent threshold, sometimes there should be communication, either verbal or written to the broader context of why prices are jumping so dramatically.”

Although you may not want to ask your clients how much they’re willing to pay for purchases, don’t hesitate to talk to them to get their impression of your brand, including the quality of service you provide, their experience in your store, your location, the range of products you offer and their overall impression. Their answers can provide insights into your particular niche.

Once you determine your unique position within the marketplace, it’s time to go out and do a little comparison shopping of your own — from the perspective of a customer. How does your competitors’ positioning compare with yours? Be sure that your pricing strategy is in line with the differences you perceive.

Most importantly —“Stick to your strategy,” advises Colby. “If you start cutting prices, for example, let’s say the economy is down

In retail, one size never fits all, yet by determining what makes your business and products unique, you can optimize your pricing to produce unprecedented sales and profits.

“Whether you’re a large retailer or a small retailer, having an understanding of who your shoppers are and tailoring your prices and promotion strategies to that shopper-base is essential,” adds Najarian. “Where you have budget to invest in either consulting or technology, it will give you a greater level of provision to make decisions, however even where you don’t, just having an understanding of who your shoppers are… is going to help you make the most appropriate decision and roll those decisions out in an appropriate way.”

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The Van Westendorp Price Sensitivity Analysis Determining Optimal Price Points

The Van Westendorp model is used to formulate the perceived value of a product or service, based on consumer feedback during market research studies. The answers are then graphed and used to identify the Optimal Price Point and Optimal Price Range.

Participants are asked the following four questions: 1. At what price is the product so cheap that you would question its quality? (Too inexpensive) 2. At what price would you consider the product a bargain? (Inexpensive) 3. At what price does the product seem costly? (Expensive) 4. At what price does the product seem too much to even consider? (Too expensive) These questions are very subjective and it is not unusual for responses to differ wildly. However, here’s how you can establish the best price for a product: • The Optimal Price Point (OPP) is where the lines indicating what consumers consider too inexpensive [blue line] and too expensive [purple line] intersect.

• The Point of Marginal Cheapness (PMC) is the intersection of what’s too inexpensive [blue line] and what’s expensive [red line].

• The Point of Marginal Expensiveness (PME) is the intersection of what’s inexpensive [green line] and too expensive [purple line].

• The Indifference Price Point is where what’s inexpensive [green line] and what’s expensive [red line] intersect.

• The Optimal Price Range is the range of prices between the OPP and PME.

Van Westendorp Price Sensitivity Analysis

90%

80%

70%

60%

50% Too Inexpensive Inexpensive Expensive Too Expensive

40% Indifference Price Point

30%

20% PME 10%

PMC

Optimal Price Point

$1 .0 0 $1 .5 $2 0 .0 $2 0 .5 $3 0 .0 $3 0 .5 $4 0 .0 $4 0 .5 $5 0 .0 $5 0 .5 $6 0 .0 $6 0 .5 0 $7 .0 0 $7 .5 $8 0 .0 $8 0 .5 $9 0 .0 $9 0 . $1 50 0. $1 0 0 0.

5 $1 0 1.0 $1 0 1. $1 50 2. $1 00 2. $1 50 3. $1 00 3. $1 50 4. $1 00 4. $1 50 5.

00

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JOINT HEALTH Mobility & Flexibility Pycnogenol® in four clinical studies† on Joint Health demonstrated its ability to promote joint mobility and flexibility and naturally relieve the aching.

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Three studies with 200 participants have also shown that after supplementing with Pycnogenol®, joints were more flexible and less medication was required.‡

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LOOk, fEEL, ANd LIVE bETTER Look for these brands at your favorite health food retailer.

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special feature

Perluxan:

a new ally against joint pain

This botanical compound is a safe, efficacious alternative to conventional pain relief medication Pain relief is certainly one of the most common ailments in our society. In fact, according to the Natural Marketing Institute’s (NMI) 2007 Health & Wellness Trends Survey, pain relief (arthritis or joint pain) is one of the top health categories for supplements.

Arthritis (painful inflammation and stiffness of the joints) is one of the main causes of joint pain, one highly prevalent among our aging population. Within that sector of the population women, particularly menopausal women, have the most severe arthritis (hormone related).

Osteoporosis is another major factor when it comes to joint pain. In some diseases, the body’s immune system inappropriately triggers and inflammatory response when there are no foreign substances to fight off. These auto immune diseases (such as osteoporosis) cause the body’s normally protective immune system to damage its own tissues.

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Traditional drug treatment challenges Conventional treatment options include non-steroidal antiinflammatory drugs (NSAIDs) such as aspirin, ibuprofen or naproxen and corticosteroids (such as prednisone). However, sometimes these have proven to be hard on the stomach/ digestive tract.

Widespread use of NSAIDs means adverse effects are increasingly prevalent, because the effects (both negative and positive) are dose-dependent. As a matter of fact, an estimated 10-20 per cent of NSAID patients experience adverse GI (gastrointestinal) events. Known NSAID side effects range from minor ones, such as gas, heartburn, diarrhea to serious ones, such as heart attack, stroke, high blood pressure, kidney and liver problems.

Turning to natural This is why a growing number of patients suffering from arthritis

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(and other common ailments) related pain and inflammation are seeking natural treatment alternatives that don’t have the dangerous side-effects of prescription (Rx) or over-the-counter (OTC) medications.

its safety and efficacy in joint health. Among its key features: GIfriendly alternative for temporary relief of minor everyday aches and pains, supports joint health and mobility, well-tolerated (in tablet and capsule form), easily absorbed and fast-acting.

One botanical/“phyto” medicine becoming increasingly popular for treating inflammatory conditions and related pain and discomfort is a specialized extract of a traditional medical herb, hops (Humulus lupulus). Hops is a climbing vine native to North America, Europe and Asia, primarily used to add flavour to beer.

Clinical human trials showed pain relief and significant improvement measured after just two hours of taking Perluxan.

They also showed 14 days of oral doses of Perluxan significantly improved osteoarthritis pain, with no GI discomfort.

Hops has several traditional therapeutic applications, including treating anxiety, insomnia (due to its mild sedative and relaxing effects) and is also used during menopause because of its high phytoestrogen content. Only recently the anti-inflammatory quality of certain hops fractions (derived from resinous extracts) was discovered. In that respect, it has shown great potential in helping support the body’s natural response to inflammation and pain. Clinical research has proven hops is a potent and welltolerated anti-inflammatory agent.

Enter Perluxan In the 1990’s, a handful of research companies started looking for natural ways to improve joint health and ease minor pain.

To achieve that goal, 230 botanicals were screened to determine their anti-inflammatory effectiveness. From those, 20 were found to be effective. These were further tested alongside OTC and Rx drugs to study their effectiveness related to regularly used drugs and supplements. Of those 20, one (Hops) was identified as having the highest chance of success. The powdered extract used in the research is today known as Perluxan.

Perluxan, developed by Proprietary Nutritionals, is designed to contain high, naturally occurring amounts of alpha acids. It’s virtually free of phytoestrogens and sleep-inducing compounds to maximize

What about glucosamine?

Perluxan is a botanical, unique, all-natural anti-inflammatory supplement primarily targeted for the treatment of joint discomfort, that has been shown clinically to act as a safe and efficacious natural medicine alongside conventional OTC drug therapies.

Perluxan can be used alone or as part of a comprehensive formula with glucosamine. Taking glucosamine alone has a major drawback: the ingredient takes weeks to work in humans via oral dosing and is often discarded by consumers before the effects can be experienced.

Patients suffering from arthritis desire speedy respite from the pain and discomfort associated with this condition as well as bodily repair in the long term. This is why, while on glucosamine therapy, many grow impatient and in the short-term and look to OTC or Rx pain relievers, discarding natural treatment options.

Combined with glucosamine, Perluxan provides short-term pain relief along with long-term reparation of joint cartilage.

This specific combo represents a significant opportunity for the consumer and the nutraceutical trade. Perluxan has been specifically developed to promote joint health and temporarily relieve minor daily aches and pain.

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Joint Effort Does the multitude of available joint pain care products make you weak in the knees? We help you stay on top of the latest options.

By Georgie Binks

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Are more people complaining about aches and pains these days?

Yes. It’s all due to a combination of factors: our population is getting older, many people suffer from exercise-related joint stress, plus the new villain, the obesity epidemic, is putting a further strain on people’s bodies. Fortunately, there are now more natural health product options than ever to alleviate those pains.

When people show up to buy pain relievers, they’ve usually received advice or recommendations from one of several sources: a gym buddy, an aging acquaintance or they’ve visited a doctor or naturopath. What they want to do initially is get rid of the pain and find a product that will prevent its recurrence. They also want to do it without any of the side-effects associated with a number of traditional pharmaceuticals.

Patricia Gabryl, a doctor of naturopathic medicine in Etobicoke, Ont., says the areas where people feel joint pain most are in their back, knee and hip areas. Osteoarthritis (OA), rheumatoid arthritis, gout and bursitis can all cause these pains. “What all these ailments have in common is swelling, achiness and restricted range of motion,” she says.

Popular new ingredients Traditional analgesics can be hard on the stomach, which is why customers often seek out natural products. Oakville, Ont., naturopath Jodie Peacock says that in terms of pain relief, the most popular products now are those with turmeric, whose active ingredient is curcumin, a potent anti-inflammatory.

Peacock also says turmeric helps to protect the liver, while traditional analgesics can actually harm it.

One of the newest supplements to hit the market offers a blend of curcumin and boswellia, an extract of the Boswellia serrata tree that grows in India. A study presented at September’s Osteoarthritis Research Society International (OARSI) World Congress symposium in San Diego, Calif., revealed very promising results for this pairing. Dr. Binu Kuruvilla, the study’s co-author, says “Long-term NSAID [non-steroidal antiinflammatory drug] use is associated with gastrointestinal, kidney and cardiovascular risks. Given the efficacy, safety and tolerability issues associated with NSAIDs, development of new agents to manage OA without adverse events is a major priority.”

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The study found that in combination, the two herbs complemented each other and were highly effective in eliminating pain. In fact, at the close of the 12-week study, 93 per cent of subjects given curcumin and boswellia twice daily, were able to walk more than 1,000 metres and reported their pain had been lessened or eliminated. There were also no significant changes in kidney or liver function, vital signs or hemogram measures. On the other hand, of the patients who did not receive the herbal doses, just 86 per cent could walk 1,000 metres and 79 per cent reported pain improvement or elimination.

Gabryl says rosemary and olive leaf extract are also effective in treating joint pain. Applied topically, rosemary oil can be used to treat muscle pain, arthritis and to improve circulation.

Glucosamine 101 For joint-pain prevention, the gold standard remedy for most sufferers is glucosamine — a naturally occurring chemical found in the body and in fluid around the joints. Glucosamine sulfate is often harvested from shellfish and it can also be made in the laboratory. Peacock explains, “Glucosamine protects the integrity of the cartilage. Between all your joints you have cartilage that buffers between your bones, and over time it creates wear and tear. As it degenerates you get bone rubbing on bone, which creates a lot of pain, so glucosamine helps maintain the fluidity and moisture in the cartilage and prevents it from breaking down.”

Glucosamine is often combined with methylsulfonylmethane (MSM) and chondroitin. MSM occurs naturally in some plants and foods, while chondroitin sulfate, found in cartilage in the body, is manufactured from animal sources like cow cartilage.

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Global market research firm Euromonitor International estimates the sales of glucosamine has grown five per cent from 2005 to 2010 with four per cent of that growth in the last year, which is promising. While a number of studies by companies who sell supplements like glucosamine and chondroitin have found that both help joint pain, only a few independent studies have been conducted so far. In one study reported in the Annals of Internal Medicine in April 2007, researchers from the University of Bern, Switzerland, found that chondroitin was ineffective in dealing with knee or hip pain caused by arthritis. Another February 2006 study in the New England Journal of Medicine sponsored by the National Institutes of Health, shows glucosamine and chondroitin sulfate were no better than a placebo. Still, everyone from weightlifters to those who suffer from osteoarthritis are taking and loving them. Often anecdotal evidence is going to influence a consumer much more than a study will.

Manufacturers are also combining glucosamine with newer products such as hyaluronic acid, animal-based collagen and avocado soybean unsaponifiables (ASU). Hyaluronic acid helps lubricate the joints and when injected into arthritic knees it relieves pain, so now manufacturers are putting it in their goods. Collagen is a protein that’s an essential component of cartilage and bone. ASU is thought by doctors, after early tests, to be beneficial in getting rid of pain and improving movement.

Additional vitamins and supplements Vitamins are also being sought by consumers to prevent achy joints. Both vitamins C and D are believed to help build cartilage. As well, magnesium bis-glycinate is beneficial when taken in the evening. People with pain in their legs often suffer a magnesium deficiency.

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Peacock advises joint pain sufferers increase their intake of omega-3 fatty acids and decrease omega-6. “Omega-6 increases inflammation in the body while omega-3s reduce or stop inflammation. It’s not an immediate effect yet over time it can reduce inflammation in the body,” she says.

When consumers are looking at products for prevention, they’re also trying to decrease acidity in the body in the long term, which can be caused by a build up of lactic acid. “That leads to inflammation in the muscle joints,” says Gabryl. In that sense, she recommends L-Glutamine after workouts to prevent any muscle spasms and joint pain.

Consumers are also using topical creams to combat joint pain, and glucosamine even comes in a gel that can be applied to the affected areas. Health Canada has approved certain homeopathic creams with a variety of ingredients like belladonna, chamomile and calendula — users swear by them. While Euromonitor International doesn’t directly track ointments, “they are gaining traction in the market,” says senior research analyst Svetlana Uduslivaia.

potentiate cardiovascular drugs like blood thinners. In some cases [the individual] can’t take them — depending on what it is, the patient’s age and how long they have been on them. Rosemary can also react with chemotherapy drugs.”

Gabryl advises pharmacists educate themselves about these interactions or make sure that the patient has seen a naturopath before buying the item.

Supply and demand One of the challenges in providing the latest products to consumers may be a lack of availability. Sales of herbal and traditional goods are projected to decline to $527 million by 2015 from $532 million in 2010. Euromonitor blames that on a call by the National Association of Pharmacy Regulatory Authorities for natural health products manufacturer to stop selling and marketing unlicensed natural remedies in Canada, including those awaiting Health Canada approvals. It warns, “Most products will remain stuck in warehouse, causing a significant loss within the industry.”

Euromonitor International says drugstores remain the leading retail outlets for vitamins and dietary supplements in Canada, with a category value share of 48 per cent in 2010, which continues a rising trend. The firm reasons that’s because Canadians, in general, prefer to speak and consult with local pharmacists and nutritionists when choosing appropriate products for their specific health and dietary needs.

Uduslivaia says that most products Euromonitor sees coming into the market do try to fit into the Health Canada monograph, which makes it easier for a product to be approved.

“However, it limits the number of products to those with ingredients that fit into the monograph,” she cautions.

“If it is glucosamine only, the approval process is pretty quick.

If it is something really complicated with a new formula, then it usually takes longer.”

Interaction advice One thing pharmacists and nutritionists need to keep in mind when selling these products is possible interactions with other medications. Gabryl says, “Some of the joint pain drugs can

Still, there are a significant number of these products available now, and they are growing in popularity as consumers attempt to address joint pain without the side-effects common in more traditional treatments.

Joint Care Primer: • Popular joint care products include turmeric, with active ingredient curcumin — an effective anti-inflammatory.

• The newest supplements combine curcumin and boswellia.

Together, they’re a highly potent pain reliever.

• Newer products also pair glucosamine with hyaluronic acid, animal-based collagen and avocado soybean unsaponifiables (ASU).

• Magnesium bis-glycinate is beneficial when taken in the evening.

Individuals with leg pain often have a magnesium deficiency.

• Joint pain sufferers should increase omega-3 fatty acid, which helps reduce or stop inflammation over time.

• Vitamin C and D are believed to build cartilage.

• Rosemary oil, applied topically, treats muscle pain, arthritis and improves circulation.

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feature

Pycnogenol® for Joint Health Look, Feel and Live Better

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ur joints are subject to wear and tear and with increasing age the lining of joints, the cushioning cartilage, gradually degenerates. When cartilage has reached significant abrasion articular tissue will be affected and tissue trauma initiates a local inflammation. The consequence is a reduced flexibility of joints and predominantly pain. Inflammatory cells accelerate degeneration of joints by secreting reactive oxygen species (“oxidative burst”), pro-inflammatory cytokines and degenerative enzymes matrix metalloproteinases (MMPs). This process is paralleled by increasing pain which, left untreated, may reach excruciating levels. A majority of people over the age of 65 years show signs of osteoarthritis. Essentially all joints may be affected, but the most commonly affected are hips, knees, fingers and the spine. There are specific risk factors for developing osteoarthritis, such as obesity as it increases mechanical destruction of joints.

According to statistics women are more frequently affected than men. It is now understood that mechanical rupture triggers inflammatory mechanisms which, in concert with repetitive injury to joints, causes a progressive degradation of cartilage.

Osteoarthritis is the leading medical condition for which people use alternative therapies. The primary goal is the relief from joint pain and stiffness and with time the restoration of mobility.

Pycnogenol® potently inhibits inflammation in arthritis The pharmacologic activities of Pycnogenol® in humans allow to address several pathologic processes of osteoarthritis simultaneously. Consumption of Pycnogenol® was shown to inhibit the activation of the pro-inflammatory “master switch”

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NF-kB by 15.8% [Grimm et al., 2006]. The activated NF-kB protein commands the mobilization of essentially all proinflammatory molecules which play a destructive role in arthritis. As a consequence of NF-kB inhibition immune cells of Pycnogenol® consumers generate less MMP enzymes which are responsible for degenerating cartilage collagen in osteoarthritis [Grimm et al., 2006]. Pycnogenol® consumption was found to naturally inhibit COX-enzymes in humans, which are predominantly responsible for joint pain [Schäfer et al., 2006].

Experiments with leukocytes from blood of human Pycnogenol® consumers revealed further anti-inflammatory mechanisms.

Pycnogenol® significantly inhibited the synthesis of COX-2 enzyme as well as 5-LOX and FLAP enzymes [Canali et al., 2008]. Particularly the gene expression of COX-2 is controlled by NF-kB and after Pycnogenol® consumption for 5 days the COX-2 production was decreased by 78%. The gene expression of 5-LOX is inhibited by 75.5% in leukocytes after 5 days of Pycnogenol® consumption.

Pycnogenol® lowers inflammatory marker CRP in osteoarthritis patients Pycnogenol® was demonstrated in a study with 55 osteoarthritis patients to significantly lower the inflammatory marker C-reative protein (CRP) by 72%. Moreover, this study found a significant reduction of reactive oxygen species in arthritis patients by 30% [Belcaro et al., 2008]. This finding proves that the anti-inflammatory activity of Pycnogenol® is effective in arthritis patients.

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Overview of three clinical trials demonstrating efficacy of Pycnogenol® for arthritis

Study

Number of patients

Pain

Joint Stiffness

Phyiscal Function

Farid et al.

37

-43%

-35%

+52%

Cisar et al.

100

-40%

-40%*

+22%*

Belcaro et al.

156

-55%

-53%

+56%

Three clinical trials with Pycnogenol® for osteoarthritis To date the improvement of osteoarthritis symptoms was validated in three double-blind, placebo-controlled studies. All three studies utilized the well established WOMAC score for evaluation of joint pain, joint stiffness and function for primary osteoarthritis (grade I or II) of the knee.

First pilot trial with Pycnogenol® for osteoarthritis Pycnogenol® was shown in a first clinical pilot trial to improve pain and symptoms in osteoarthritis at the University of Arizona Tucson [Farid et al., 2007]. In this trial 37 patients received Pycnogenol® or placebo in addition to their standard NSAID of selective COX-2 inhibitor medication over a period of three months.

With Pycnogenol® the pain gradually decreased from one month to another reaching a significant change to placebo after two months.

After three months a significant reduction of 43%, 35%, and 52% in self-reported pain, stiffness and physical function, respectively, were reported in the Pycnogenol® group whereas the placebo group showed no significant changes. Subjects required significantly less NSAID or selective COX-2 inhibitors when taking Pycnogenol® and the number of days during which they required analgesics decreased as well. In contrast, the placebo group required increased pain medication during the 3 months trial.

Second clinical trial with Pycnogenol® in 100 osteoarthritis patients A larger study was carried out in Europe with 100 patients [Cisar et al., 2008]. The results of this study are in accordance with the previous study. Again the pain is gradually decreasing during the course of three months treatment with Pycnogenol®. An improvement is found after the first month and a further improvement is seen after 2 months, were values are significantly different to the placebo group. This study had a follow-up investigation period two weeks after discontinuation of treatment. Interestingly, no sudden relapse of pain sensation and symptoms occurred. This study again showed that patients required significantly less analgesic medication while supplementing with Pycnogenol®, whereas this was not the case with the placebo-treated control group.

Third clinical trial with Pycnogenol® for 156 osteoarthritis patients A third clinical trial in Italy investigated Pycnogenol® for treatment of osteoarthritis in 156 patients. After three months treatment

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Arthritis symptom relief after 3 months Pycnogenol® relative to baseline (* after 2 months)

with Pycnogenol® the pain score decreased from average 17.3 (maximum possible score of 20 representing severe pain) to 7.7.

In the placebo-treated control group the pain value decreased insignificantly from mean 17.1 to 15.2. The stiffness score decreased from 6.6 (on a scale 0 to 8) to 3.1 and joint physical function decreased from average 55.3 (on a scale 0 to 68) to 23.8.

The control had no change of joint stiffness and only a marginal improvement of physical function. The patient’s concomitant medication with NSAIDs dropped by 58% during treatment with Pycnogenol®, whereas it decreased in the control group only by 1%. This study found a significant decrease of gastrointestinal complications in the Pycnogenol® group, attributed to the lowered NSAID intake.

In this study the negative impact of the disease for involvement in social functions including emotional aspects was investigated.

This questionnaire comprises the ability to interact with family and friends, participate in community events and church attendance. Furthermore, the emotional impact including frustration, irritability, loneliness and similar aspects was investigated. The global score of these parameters decreased from baseline average value 31.4 to 11.5 after three months treatment with Pycnogenol®. This study evaluated the mobility of patients under controlled condition on a treadmill. The distance patients could walk increased from a baseline average 68 m to 198 m after three months treatment with Pycnogenol®, whereas the control group only improved from 65 m to 88 m.

References Belcaro G et al. Treatment of osteoarthritis with Pycnogenol®. The SVOS (San Valentino osteo-arthrosis study). Evaluation of signs, symptoms, physical performance and vascular aspects. Phytother Res 22: 518-523, 2008.

Belcaro G et al. Variations in C-reactive protein, plasma free radicals and fibrinogen values in patients with osteoarthritis treated with Pycnogenol®.

Redox Report, in print, 2008.

Canali R et al. Pycnogenol® as molecular tool for controlling inflammatory pathways 5-LOX and COX-2 in humans. Manuscript in preparation, 2008.

Cisar P et al. Effect of pine bark extract (Pycnogenol®) on symptoms of knee osteoarthritis. Phytother Res in print 2008.

Farid R et al. Pycnogenol® supplementation reduces pain and stiffness and improves physical function in adults with knee osteoarthritis. Nutr Res 27: 692-697, 2007.

Grimm T et al. Inhibition of NF-kB activation and MMP-9 secretion by plasma of human volunteers after ingestion of maritime pine bark extract (Pycnogenol®).

J Inflamm 3: 1-15, 2006.

Schäfer A et al. Inhibition of COX-1 and COX-2 activity by plasma of human volunteers after ingestion of French maritime pine bark extract (Pycnogenol®).

Biomed & Pharmacother 60: 5-9, 2006.

Schäfer A, Chovanova Z, Muchova J et al. Inhibition of COX-1 and COX-2 activity by plasma of human volunteers after ingestion of French maritime pine bark extract (Pycnogenol®). Biomed & Pharmacother 60: 5-9, 2006.

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10/6/11 11:59:10 AM

special feature

Karma Nutritionals

Karma Nutritionals is the exclusive Canadian distributor of Optimum Nutrition, PhD Nutrition, American Bodybuilding (ABB), All American EFX (AAEFX), Inner Armour, Hyperstrength, Shaker Pro and Incrediwear. Karma also distributes Nature’s Plus in Canada.

At the onset, Karma had planned to be a full spectrum distributor carrying 10 to 12 select brands, offering a wide portfolio from organic supplements to hard-core sports nutrition. However, with the partnership between Karma and Optimum Nutrition, the focus became much narrower and Karma is now predominantly a sports nutrition distributor. Karma has put together a lineup of trusted sports nutrition brands that are connected by their efficacy and high quality standards.

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AARRY! YVEERS 10ANNI

Karma just received an award at the 2011 Olympia from Optimum Nutrition for Best New Distributor and is credited with turning the business around in Canada. Optimum Nutrition is the largest protein based sports nutrition company in the world. After 18 years with a previous Canadian distributor Optimum Nutrition made the announcement at CHFA East 2010, that it was making a change to Karma Nutritionals. Optimum is posting record growth worldwide and continues to gain momentum. Optimum Nutrition, Inc. (ON) is a wholly owned subsidiary of Glanbia (www.glanbia.com), a leading international cheese and nutritional ingredients group.

ON owns and operates two brands of nutritional supplements, Optimum Nutrition and American Body Building, providing a comprehensive line of products across multiple categories. With state-of-the-art production facilities occupying over 500,000 square feet of operating space, ON is the only sports nutrition company to manufacture items in every product category.

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Karma has two shipping warehouses, meaning 99 per cent of the Canadian retail marketplace can receive orders within 48 hours of placing them. Orders are shipped the same day if received before 2 p.m. Ten full-time sales representatives serve the Canadian retail base.

2

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Get to Know Us: Started: June 2010 Head Office and Shipping Warehouse: 207-27090 Gloucester Way, Langley B.C. V4W 3Y5 Ontario Warehouse: 115 Saltsman Dr., Preston, ON N3H 4R7 Number of Employees: 16 President: Greg Cowan Vice President: Jennifer Walker Website: www.karmanutritionals.com

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Kre-AlkalynÂŽ EFX is "buffered" creatine that does not convert in into creatinine prior to reaching skeletal muscle tissue. It is packaged in a purple capsule that can be administered orally. Kre-AlkalynÂŽ EFX is manufactured exclusively by All American Pharmaceutical Corporation.

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special feature

PhD Nutrition was launched in Canada at CHFA West 2011. It is one of the United Kingdom’s biggest brands and its arrival has long been anticipated. With its clean, scientific brand identity, PhD has made waves in the marketplace already. The new preworkout formula Wired, is touted as the best tasting pre-workout drink available. Every PhD product is made with pharmaceutical grade ingredients in clinical doses.

American Bodybuilding (ABB) Performance Beverages have been hard at work in the gym and on the field of play since 1985. Karma offers an extensive selection of ABB beverages and a profitable instore fridge program, which has proven effective in turning ABB product in store.

All American EFX (AAEFX) is the company responsible for creating Kre-Alkalyn the multi-patented creatine, plus three other delivery systems that are game changers in sports nutrition technology.

AAEFX is an innovative company that uses real science and experts to create better all natural products. Their technology is based around pH optimization and enzymatic reactions to enhance absorption or usage of nutrients that effect performance. AAEFX

products are certified drug free and use BUCHI to certify product testing on every product. AAEFX is launching a new glutamine to the market called Glutazorb, which allows your body to absorb the amino acid more effectively so you only need 25 per cent of the serving size to achieve the same results. AAEFX believes you are not what you eat, but rather what you absorb.

Inner Armour, "The Speed of Power," a Parisi Speed School approved Banned Substance Free cutting-edge line of sports nutrition products formulated for high school, college and pro athletes that have been tested on real athletes in Parisi Speed Schools across the USA. Inner Armour believes there are many challenges in the supplement industry today and things are more confusing than ever for the consumer. Inner Armour has taken out the guesswork by creating the IP3 training system that includes diet, training and supplementation. They test every single lot number for banned substances.

4 Sport Life had a goal: to create an entirely new shaker system to simplify this impractical and clumsy procedure, and minimize the needless transportation of three different components –

Incredisocks delivers comfort, reliability and performance unlike any other.

Built for speed, performance and sustainability, Incredisocks possess a versatile combination of chic fashion coupled with extreme comfort and the healthful features you have come to expect from Incrediwear.

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AARRY! YVEERS 10ANNI feature

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shaker, powder supplements and liquid, as well as eliminate any possibility of contamination in the shake or soiling at the place of preparation. The result is the Shaker Pro. Shaker Pro is now available in a larger size suitable for mixing gainers.

Incrediwear is scientifically engineered performance gear made from organic bamboo charcoal and germanium. These products have been clinically tested for efficacy and are considered medical devices. Incredisocks and Incredibraces can significantly enhance comfort and mobility – outcomes that occur due to increased blood flow, regulation of temperature and delivery of a greater supply of oxygen to the targeted area. The products are also antimicrobial, odour absorbing and moisture wicking for supreme long wearing comfort, which makes for the perfect travel companion since even with repetitive wearing, they won't need laundering.

Nature’s Plus The Energy Supplements is one of the largest brands of natural supplements worldwide. The Canadian market has been very receptive to its outstanding line of children’s products.

Animal Parade has over 28 skus with new sugar free formulas currently available in Canada.

Greg Cowan and Jennifer Walker with Kris Gerluwski from Optimum Nutrition at Olympica 2011.

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10 year anniversary Part 2 • IHRmagazine.com

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10/6/11 12:47:54 PM

Scientifically proven With the aim to continue to do research and to increase our knowledge on our products, Genacol Group Inc. (manufacturer of Genacol®) is proud to announce the preliminary results of two scientific clinical studies.

The first study was carried out at the Belgium University Medical Centre. Two hundred subjects participated in this great scope study following a protocol, trying to demonstrate that Genacol® could reduce pain in a statistically meaningful way.

The results, that will soon be published, are impressive and very promising.

A second study, as conclusive as the previous one, carried out at the Veterans Memorial Hospital in Manila, revealed that Genacol® could help reduce the pain significantly.

Very few natural product enterprises invest in studies to demonstrate the efficiency of their products scientifically. Genacol Group Inc. is a pioneer in the natural health field, making an effort to prove that nature can offer us excellent solutions for prevention.

• Without any preservative agents or fillers.

• Known adverse reactions: None.

• There are no medical contraindications.

For more information on those clinical trials,

visit genacol.ca/en.

For details, write #108 on Free Info Page, page 73.

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A unique enzymatic process

Genacol® is a hydrolyzed collagen, created by a unique enzymatic process. This process is called:

AminoLock® Sequence Technology Genacol Group Inc. provides us the opportunity to get high quality products without any preservative agents or fillers.

The unique manufacturing procedure, called AminoLock® Sequence Technology, is an exclusive approach developed by the research and development department of Genacol Group Inc. and consists of an enhancement of the amino acids of collagen. Genacol® is manufactured respecting the highest biotechnological standards and complies with all the government requirements.

A collagen matrix is a safe, formulated substance that stimulates the production of different kinds of collagen in the body. The collagen matrix, formulated from pure collagen, produces exceptional results in the human body when used on a regular basis.

Genacol® is a unique protein complex and no other collagen product on the market contains this concentration of specific amino acids.

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• Genacol® is one of the best-selling natural products in Canada.

• Genacol Group Inc. is an enterprise from Canada and its products are available in more than 40 countries.

• Genacol Group Inc. is the health company that has shown the greatest growth in Canada, according to Profit 100 from 2004 to 2009.

• Guy Michaud, president of Genacol Group Inc., was named Entrepreneur of the Year 2010 in the health area, according to the Ernst & Young Entrepreneurship Contest.

10/6/11 1:24:17 PM

Columnist Ken Vannucci

Merchandise manager for London Drugs and a social media advocate.

There’s always a

play, there’s always a way Bleak economy prospects shouldn’t stop you from succeeding

by Ken Vannucci

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nce again, I am cruising at 35,000 feet on my way to Louisville, Ky., with two of my colleagues to yet another industry trade show. This one’s focus is babies and toddlers, and should be pretty good. At this show last year, Gina Tonack, a General Merchandise Buyer, and I secured distribution of the MamaRoo infant seat/swing for London Drugs. A really cool device, if I say so myself. Because of just that one find, I am pretty stoked about this year’s show. I am anticipating some awesome finds for the London Drugs consumer for (potentially) Christmas and into 2012 (for sure).

At this time, I am also reflecting on a presentation I did the previous week to the Food Executives Club of Vancouver.

At that luncheon, I described my philosophy of buying and the approach that I use to try to ensure I am successful in terms of the purchases I make for my employer. During my 40-minute pontification, I discussed my approach, which is to look at the industry as a whole, try and understand what my competitors are doing and not doing, develop my strategies based on three defining aspects – competition, being different and being non-conforming

– then try to figure out what our London Drugs consumer really wants, and finally execute the vision based on an analysis of all of the above. The main focus being, I do what I think is best for London Drugs and its customers, first and foremost, then I worry about what everyone else is doing – if, in fact, I worry at all.

The key is to always know where you want to go; you drive the dream, not your competition.

As for the bad news...

During my reflections, I am also reading the newspapers. There’s talk about the next recession, about Greece and potential loan defaults, as to whether Germany should get out of using the Euro, about what is happening to RIM and the BlackBerry, where the market is going, waning consumer confidence, and on and on and on… Not much “nice” or “positive” news, as it were. The world and the economies seem to be going to hell in a handbasket. People are trying to put on the “positive face” and wear the “positive outlook hat,” like that is going to help. Things are as they are and we are into some serious trouble right now. No magic bullet, and for sure no happy pill, is going to get us out. We are in for some

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really tough decisions and we are going to need the fortitude and courage to make them.

So I sit back and start thinking: I am going to a baby show — a rather interesting baby show in that it is full of excesses in an economy and world that appears to be rather bleak and on the brink of economic and political collapse, and I am an employee in retail… Should I open the emergency exit and just jump now?!

WTF (yes, I do mean “Why The Face!”)

A light at the end How do you find a light at the end of this tunnel as a retail buyer?

What do you do to try and make sure you survive? Are there any tricks? Is wishful thinking going to work?

I have talked about some of this in other articles, yet it will always come back to the same things: hard work, determination, confidence in yourself and your decision-making abilities, a clear vision and a little good luck can go a long way. You’ve got to stick to your guns and go, and don’t be afraid to evaluate and re-evaluate as you go. No one makes all of the right decisions all of the time.

That’s not reality.

60

The only way to win in today’s world is understanding the playing field and finding a way to be different so that you can compete.

Trade shows like this one, presentations like the other day’s, and yes, even bad news, can actually motivate you to do better and to really try to differentiate yourself from others. You will never win unless you find that spot to play in that others seem to miss. Most importantly, always remember that no matter how bad it seems, there is always a play and, believe it or not, there is always a way.

I am very excited about this upcoming show and what it will offer.

I know that as long as Gina and I stay focused and determined, we will find goods to buy that will work. We will find various different products for London Drugs that will be a bit unique and will succeed.

Stay tuned, as over the next couple of months I know I will be writing reviews about some of the cool, successful items that we are going to find at this show, or we will be talking about some interesting new directions that will be a result of attending this show.

Ciao for now, @kootenayborn

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special feature

What are stem cells?

Renewing, repairing and regenerating are natural processes for healthy skin. This natural process is controlled by skin’s stem cells, which are unique from ordinary cells as they can differentiate into a range of specialized cells of the same tissue, renewing and regenerating through cell division during one’s lifetime.

Adult human beings have stem cells present in almost every tissue in the body, including skin tissue, our largest organ and our first line of defence. The stem cells present in the skin tissue are called epidermal stem cells and are found in the innermost layer of the skin, the basal layer. As we age, the quantity of stem cells, the vitality and the ability of stem cells to regenerate greatly diminishes. Other factors including UV sun exposure and environmental pollutants also slow this natural process and significantly increase the signs of aging, fine lines and wrinkles.

Why fruit stem cells in beauty products?

The primary function of epidermal stem cells is to renew and repair the vitality of the skin cells by division. Research shows that plant stem cells are totipotent, and unlike human stem cells, they have the ability to generalize and grow into an entirely new plant. PhytoCellTec™ is the new biotechnology that researchers have used to generate and cultivate plant stem cells. When applied correctly and topically, clinical studies demonstrate plant stem cells positively affect the vitality of the human skin cells. Thus, plant stem cells are able to encourage the epidermal stem cells to divide, stimulating the production of proteins, carbohydrates and lipids, to help renew firmness, elasticity, repair fine lines and wrinkles, and regenerate healthy cells for younger looking skin.

PhytoCellTec™ Solar Vitis grape stem cells PhytoCellTec™ Solar Vitis are the stem cells of the red grape, Gamay Teinturier Freaux, originating from the Burgundy region in France. Th is rare grape is known for its extremely high content of polyphenols with the ability to protect against UV exposure and improve skin’s natural sunscreen protection.

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In addition, this grape varietal contains anthocyanin pigments in the pulp. Anthocyanins are free radical scavengers and powerful antioxidants that help absorb and neutralize UV radiation. It has been shown that UV stress is responsible for almost 80 per cent of photo-aging of the skin and Solar Vitis stem cells have adapted to be tolerant to UV exposure and light, helping to protect skin from sun damage and premature aging.

PhytoCellTec™ Malus Domestica apple stem cells PhytoCellTec™ Malus Domestica stem cells from the Swiss Uttwiler Spatlauber apple varietal are rich in phyto-nutrients, proteins and long living cells. Researchers were drawn to this rare, bitter apple for its recognized ability to keep for long periods without aging or losing flavour. The unique composition of self-renewal growth characteristics of Malus Domestica stem cells, awaken dormant skin cells, making them behave like younger cells, while enhanced longevity properties contribute to healthy cell duration and age-delaying protection. This breakthrough patent-pending discovery in antiaging skin care shows significant and visible results with a decrease in wrinkle depth for 100 per cent of study volunteers and overall youthful vitality.

A force of nature Andalou Naturals’ Advanced Fruit Stem Cell Science combines these two important discoveries, Solar Vitis and Malus Domestica fruit stem cells, which together provide “universal cells” to effectively increase the longevity of skin’s stem cells, defend against key aging factors – including UV and oxidative stress – and repair skin’s DNA to defy the signs of aging.

Blended with the benefits of BioActive 8 Berry Complex, each formula provides a potent portfolio of super antioxidants to combat environmental stressors, support cell turnover, strengthen dermal immunity, and increase production of collagen and elastin, while certified organic aloe vera soothes, oxygenates and replenishes, providing the optimal dermal delivery system for the biologically active ingredients.

Andalou Naturals with Advanced Fruit Stem Cell Science is the answer for age-defying, brightening and clarifying results.

IHRMAGAZINE.COM • 10 YEAR ANNIVERSARY PART 2

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10/6/11 12:25:26 PM

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It’s the glue of the body!

Collagen is present in all multi-cellular organs in our body.

Collagen is the fibrous structural protein that makes up the white fibres (collagen fibres) of skin, tendons, bones, cartilage, and all other connective tissues. It is also found widespread in the gelatinous substances of the body to provide stiffening pro-perties, such as in the vitreous humour of the eye. In other words, collagen is the natural protein that constitutes most of the body’s structural support and is the primary substance of connective tissue. It is this fibrous connective tissue that holds our body together.

Blood vessel

Bone

Fascicule

Collagen fibers

Tendon Muscle

Collagen gives to different organs and tissues their strength and elastic properties. Twenty-five percent of the protein weight in the human body and seventy-five percent of our skin are made of collagen. Collagen is part of the natural composition of our tendons, ligaments, joints, muscles, hair, skin, and vital organs.

When there is a lack of collagen in the body, everything is affected. Weakness, fatigue, aches, pain, and an overall lack of energy are the main symptoms of a lack of collagen.

In addition, all these symptoms increase with aging.

Collagen is produced by specialized cells called fibroblasts and is gathered in the conjunctive tissues. The biological role of collagen has a double function. On the one hand, together with elastin and glycoproteins, it is responsible for the cohesion of tissues and organs. On the other hand, collagen gives these tissues and organs hydration, resistance, elasticity and flexibility properties.

With respect to conjunctive tissues, they form a weft rich in collagen, which is found practically in every part of our body. They mainly serve as support, filler, joint, insulation, protection or transport in the case of the blood system. Without this conjunctive tissue matrix rich in collagen that acts as “a sort of glue that keeps our body together,” we would be a puddle.

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] Uplifting? ] Even though there’s still controversy regarding DMAE as a skin care “miracle,” this specialist believes in its results.

By Dr. Linda Miles L. Ac., D.O.M.

I’ve heard the question all my professional life, and you probably hear it quite frequently from your customers, “How can I firm and tighten my loose, sagging skin?” As bioscience moves forward in the 21st century, we are constantly inundated with miracle products that claim to offer us “hope in a jar” for loose or sagging skin. One exciting ingredient that has garnered significant attention lately is dimethylaminoethanol (DMAE).

Recently touted on The Dr. Oz Show, DMAE was highlighted to help “stop the signs of aging,” and increase radiance and

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tone. Additionally, skin care products using DMAE have been marketed by using convincing language such as “facelift in a jar”.

The full understanding of how DMAE operates is still a mystery; however, the results seem real.

A new use for an old ingredient Prescribed for many years as a treatment for cognitive disorders, DMAE has recently become a popular skin-firming ingredient.

It is naturally found in fish, such as salmon, and may exist in the human brain in very small amounts. It is a precursor to

IHRmagazine.com • 10 year anniversary Part 2

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]

Tips for selecting DMAE products

] There are several DMAE products on the market. Look for formulas that contain DMAE and are also rich in other natural actives such as antioxidants, vitamins and botanicals to give your customer additional skin benefits. ] Look for brands that offer an entire line of DMAE products such as a cleanser, toner, cream and serum in order to meet various skincare needs. ] Review product testimonials for formulas that are affordable and effective. ] Try the product yourself. If you are happy with the consistency, absorption rate and how it leaves your skin feeling and looking, most likely your customers will be happy with it too. ] Choose a brand you recognize and whose formulations you can trust. ] As with all new skin care products, recommend that your customer does a patch test for sensitivity before starting regular use of any product. The customer should apply a small amount of product beneath the ear or below the jaw line, wait at least 24 hours and if a reaction occurs, discontinue use immediately.

]

the neurotransmitter acetylcholine, responsible for the cell communication required for many cognitive functions. It is believed that many beneficial properties of DMAE are related to its ability to affect the levels of choline.

The aging process Youthful skin is firm because the muscle fibres under the skin are short, thick and taut. As we age, these fibres lengthen and loosen, skin sags and becomes thinner. To restore its youthful, firm appearance, cosmetic surgeons actually cut the fibres, physically lifting and shortening them. DMAE may be a natural, gentler alternative.

Is DMAE a natural facelift?

Recent studies have demonstrated that DMAE produces similar astounding results. In one study, a group of patients applied a DMAE-enriched gel on one cheek and a control gel on the other cheek. Forty-five minutes after topical application of the two treatments, researchers measured both skin firmness and hydration. Both formulations improved hydration of the skin, but only the one containing DMAE improved skin tone. The DMAE solution significantly increased tensile strength of the skin, suggesting that topical application of DMAE firms skin and reduces facial sag. A different study using a DMAE gel reported similar improvement in skin firmness and added that after 16 weeks, DMAE reduced the appearance of lines and wrinkles and improved lip shape and fullness. DMAE can seemingly help reverse the passage of time and give you a younger face using only gentle skin care formulations.

The mechanism behind these results is not yet understood.

Research on DMAE as a topical agent is just beginning and much remains to be learned. One hypothesis about how DMAE works

suggests that it improves skin firmness by stimulating muscle contraction. Acetylcholine is the neurotransmitter responsible for sending messages between nerves cells and muscles.

Increasing levels of DMAE may boost the level of acetylcholine and lead to increased muscle contraction. Increased muscle contraction shortens the muscle fibres and tightens skin.

Another possible mechanism is that DMAE aids in hydrating the connective tissue, therefore stretching skin more tautly.

Only with more rigorous research will we understand how DMAE lifts skin.

More benefits Though DMAE is known as a skin-firming agent, it also has demonstrated antioxidant and anti-inflammatory properties that make it an ideal skin care ingredient. Antioxidants protect the cell structures from free radical damage, slowing the aging process and preventing the formation of lines and wrinkles. Antiinflammatory agents soothe skin, keeping it healthy and radiant.

DMAE has also been reported to reduce the appearance of age spots. When the brown cellular pigment, lipofuscin, begins to accumulate in cells, age spots appear. In one study, centrophenoxine (which contains DMAE) flushed cells of excess lipofuscin, providing hope that DMAE can contribute to diminishing the look of age spots.

Choose DMAE Published research on the topical benefits of DMAE is just beginning to appear, yet the results are positive so far. DMAE can remove years from your customers’ appearance by improving skin tone, firming and hydrating skin. It also scavenges free radicals and soothes skin. For younger, healthier skin naturally and gently, try products containing DMAE.

10 year anniversary Part 2 • IHRmagazine.com

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research news

BLACK TEA

ALCOHOL Black tea is as good as water to maintain normal hydration

There is a belief that caffeinated drinks, such as tea, may adversely affect hydration. This idea was investigated in a randomized controlled trial that included 21 healthy resting males.

After abstaining from caffeine, alcohol and vigorous physical activity for 24 hours, including a 10-hour overnight fast, all men underwent four separate test days with a five-day washout in between. The test beverages were 4 × 240 ml black tea (providing 168 mg caffeine) and 6 × 240 ml black tea (providing 252 mg caffeine) and the controls were identical amounts of boiled water. All food taken during the 12-hour intervention period was controlled and subjects remained at rest. No significant differences were noted between tea and water for any of the mean blood or urine measurements, leading to the conclusion that black tea, in the amounts studied, offered similar hydrating properties to water. (Br J Nutr. 2011 Aug;106(4):588-595. PMID: 21450118)

PREBIOTICS Prebiotic mix might help infants develop healthier intestines There is some evidence that early colonization of the intestine affects the composition of the intestinal microbiota after weaning.

In the present study, the effect of prebiotics administered from the first day of life on fecal counts of bifidobacteria and lactobacilli were studied during and after the administration of the prebiotics. Prebiotic supplementation resulted in more fecal bifidobacteria (p<0.0001) and lactobacilli (p=0.0044) compared with the placebo group and these differences were maintained during the second half of the first year without any prebiotic supplementation. There was no influence of the different diets on anthropometric data, blood leukocyte population, or hepatitis B vaccine-specific IgG serum titers. The data from this small explorative study indicates that early colonization of the intestine might have long-lasting effects on the composition of the intestinal microbiota. (J Nutr. 2011 Jul;141(7):1335-9.) PMID: 21613452

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Beer – yet not wine – can increase risk of becoming overweight or obese The effects of alcohol on body weight might be modulated by the total amount of alcohol consumed and type of alcoholic beverage, yet available results are contradictory.

In the current study, the association between the type of alcoholic beverage consumed and weight change in a Mediterranean cohort was prospectively evaluated.

For 6.1 years, 9,318 adults without previous chronic disease at baseline were followed. During follow-up, 1,006 incident cases of overweight/obesity were identified in participants with normal weight at baseline. Beer and spirits consumption (≥7 drinks/wk) was associated with a 119 gram/year (95 per cent CI, 27-212) higher average yearly weight gain and it was also associated with a higher risk of becoming overweight/obese compared with non-drinkers.

No association was apparent between wine consumption and yearly weight change or the risk of becoming overweight/obese. The authors concluded that the type of alcoholic beverage can modulate the effect of alcohol intake on the risk of becoming overweight/ obese. (Nutrition. 2011 Jul-Aug;27(7-8):802-8.) PMID: 21146360

ALLERGIES People with asthma may be more susceptible to allergies The bronchial epithelium forms the interface with the external environment and is pivotally involved in controlling tissue homeostasis through provision of a physical barrier controlled by tight junction (TJ) complexes.

The current study was undertaken to evaluate whether or not epithelial TJs are abnormal in asthma, leading to increased susceptibility to environmental agents. Results revealed that bronchial biopsies from asthmatic subjects displayed patchy disruption of TJs. TJ formation and transepithelial electrical resistence (TER) were significantly lower (p<.05) in cultures from asthmatic donors (n = 43) than from normal controls (n = 40) and inversely correlated with macromolecular permeability. Cultures from asthmatic donors were also more sensitive to disruption by cigarette smoke. These results reveal that the bronchial epithelial barrier in asthma is compromised, which may facilitate the passage of allergens and other agents into the airway tissue, leading to immune activation.

(J Allergy Clin Immunol. 2011 Jul 11.) PMID: 21752437

IHRmagazine.com • 10 year anniversary Part 2

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The impact of controlled administration of Bifidobacterium animalis lactis BB-12 (BB-12) on the risk of acute infectious diseases was studied in healthy newborn infants.

In this double-blind, placebocontrolled study, 109 newborn one-month-old infants were randomly assigned to a probiotic group receiving a BB-12-containing test tablet twice daily with a daily dose of BB-12 10 billion colony-forming units (n = 55) or to a control group receiving a placebo tablet (n = 54). Test tablets were administered from the age of one to two months to eight months and breastfeeding habits, pacifier use, dietary habits, medications and all signs and symptoms of acute infections were registered. Baseline characteristics of the two groups were similar, as was the duration of exclusive breastfeeding.

No significant differences between the groups were observed in reported gastrointestinal symptoms, otitis media or use of antibiotics. However, the infants receiving the BB-12 tablet were reported to have experienced fewer respiratory infections (p=0.014) than the control infants. The authors concluded that controlled administration of BB-12 in early childhood may reduce respiratory infections. (Br J Nutr. 2011 Feb;105(3):409-16.)

PMID: 20863419

2

Salty snacks, TV and video games increase asthma symptoms in children

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Certain probiotics may reduce risk of respiratory infection in babies

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ASTHMA

AARRY! YVEERS 10ANNI

PROBIOTICS

The association of saltysnack eating and television/ video game viewing with childhood asthma symptoms was evaluated in a crosssectional study that enrolled 700 children between the ages of 10 to 12 years.

Forty-eight per cent of children reported salty-snack consumption (â&#x2030;Ľ1 times/week). Consumption of salty snacks (>3 times/week vs. never/rare) was associated with a 4.8-times higher likelihood of having asthma symptoms (95 per cent CI: 1.50 to 15.8), irrespective of potential confounders. Salty-snack consumption was inversely associated with the KIDMED score (p=0.02), which was inversely associated with the likelihood of asthma symptoms. In addition, salty-snack consumption was positively associated with hours of television and video game viewing (p=0.04) and this was more prominent in children who watched television or played video games for more than two hours per day. Since snacking on salty foods and television or video game viewing were strongly associated with the presence of asthma symptoms, interventions should focus on changing these behaviors from the early stages of life. (J Am Diet Assoc.

2011 Feb;111(2):251-7.) PMID: 21272699

OMEGA-3 Possible link found between omega-3 and pre-eclampsia Elevated levels of soluble fms-like tyrosine kinase-1(sFlt-1), a circulating protein that can bind to and inhibit vascular endothelial growth factor, have previously been reported in pre-eclamptic women. Altered levels of long chain polyunsaturated fatty acids (LCPUFA) have also been reported in pre-eclamptic women and LCPUFA are essential constituents of the cell membrane lipids responsible for membrane stability. Since membrane stability is a key factor contributing to the pathophysiology of pre-eclampsia, a study was undertaken to examine the levels of LCPUFA and their association with sFlt-1. Sixty-nine pre-eclamptic women and 40 normotensive women were included in the study. Docosahexaenoic acid (DHA) and omega-3 fatty acid levels were found to be lower (p<0.001) in preeclamptic women compared to normotensive women, while arachidonic acid and omega-6 fatty acid levels were higher (p<0.05). Maternal plasma sFlt-1 levels were higher (p<0.05) in pre-eclamptic women and were negatively associated with DHA (p=0.008) and omega-3 fatty acids concentrations (p=0.031). These results suggest that altered placental LCPUFA may result in altered membrane lipid fatty acid composition, which may lead to increased release of sFlt-1 in circulation. (Prostaglandins Leukot Essent Fatty Acids. 2011 Jan-Feb;84(1-2):51-5.) PMID: 20956072

10 year anniversary Part 2 â&#x20AC;˘ IHRmagazine.com

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Top seller review October 2011

YOUR STORE MATTERS

>

Take a moment to fill out this questionnaire and your store may be among those highlighted in the Top Seller Review Section of the next issue of ihr. The number of units sold determines the top sellers. To be included in the review, products mentioned must be classified as natural health products not standard consumer brands.

Store Name__________________________________________________ City ______________________________________ Province ___________ Date ___________ Name ____________________ Title _________ Address __________________________________________________________ Phone ___________________________ Fax _____________________________ Email __________________________________________________ Store Size:

under 1,000sq.ft.

1,000-3,000sq.ft.

3,000-5,000sq.ft.

over 5,000sq.ft

Approximate Income of Store Customers:

$20,000-$40,000

>FOOD top sellers Product: Size: Product: Size: Product: Size:

Size: Product: Size: Product: Size:

under 25

25-40

$40,000-$60,000

40-65

over 65

over $60,000

>sports nutrition top sellers Brand: Flavour: Brand: Flavour: Brand: Flavour:

Product: Size: Product: Size: Product: Size:

Brand: Flavour: Brand: Flavour: Brand: Flavour:

>vitamins/supplements top sellers

>Herbs Top sellers Product:

Approximate Age of Store Customers:

Brand: Flavour: Brand: Flavour: Brand: Flavour:

Product: Size: Product: Size: Product: Size:

Brand: Flavour: Brand: Flavour: Brand: Flavour:

>personal care top sellers

>New Products top sellers

Product:

Product:

Size: Product: Size: Product: Size:

Brand: Flavour: Brand: Flavour: Brand: Flavour:

Size: Product: Size: Product: Size:

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Mail:

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Which category best describes your business classification? m health and diet foods-retail m pharmacies-retail m naturopathic physician m holistic practitioner m homeopathic practitioner m vitamin store m grocery-retail m chain-retailer m manufacturer/distributor m other

Approximate annual sales volume m under $500,000 m $500,000 - $1 million m $1 million - $5 million m $5 million - $10 million m $10 million - $20 million m over $20 million

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10 year anniversary Part 2 • IHRmagazine.com

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FEATURE

HEAD OFFICE 1135-13560 Maycrest Way Richmond BC V6V 2W9 PHONE: 604.288.0017 - TOLL FREE: 1.800.668.3008 FAX: 604.273.3417

EASTERN REGIONAL OFFICE 10 Four Seasons Place 10th Floor Etobicoke ON M9B 6H7 PHONE: 416.649.5735 - TOLL FREE: 1.800.668.3008 FAX: 416.649.5701

We are considering applications for the following Management position at various locations in Ontario, Quebec and Atlantic stores

We are co Manage Ont

Natural Value/ Nature’s Treasure Department Manager

Natural Value/

Interested candidates must be available to work varied shifts, including weekdays, weeknights and weekends on a regular basis.

Interested cand including weekda

The successful candidate will be responsible to oversee the operations of the Natural Value department including:

The successful operations of th

• Ordering • Merchandising • Labour scheduling

• Ordering • Merchandisin • Labour sche

• Ensuring budgets are met • Inventory control and selection • Motivation and development of the department team The ideal candidate will have: • Retail experience and/or education in Alternative Medicine, Herbology, Vitamins & Minerals, as well as an interest and knowledge of Food and Nutrition; • The ability to work in a fast paced environment and the ability to multitask and prioritize; • Excellent communication skills and exemplary customer service skills.

If you are interested in this opportunity, please submit a detailed resume and cover letter to:

The ideal can • Retail experie Herbology, Vitam knowledge of F • The ability to ity to multitask • Excellent com service skills.

If you are in de

Senior Category Merchandising Manager

Senior

NEW FAX!

(905) 861-2627

ihr MARKET PLACE Regional Sales Managers

If You’re Reading It, You Know It Works!

John Tivadar - West 403.620.6950 or john@mtbi.ca

Gary Davis - East 647.962.2884 or gary@mtbi.ca Account Managers

To Advertise in Marketplace Darlene Costello - BC Mainland 604.220.2962 or darlene@mtbi.ca Anne Hume-Smith - BC Interior 250.499.9589 or anne@mtbi.ca

Mandi Zolkowski - AB & Prairies/Van Island 403.702.4324 or mandi@mtbi.ca

Call:

Thank you for your interest, however only those selected for an interview will be contacted.

CANADIAN REGULATORY SERVICES • Preparation of compliant Canadian label text for food products, supplements, skin care and drugs • Preparation of Drug Identification Number (DIN) and Natural Health Product (NHP) Number submissions • Preparation and management of GMP, SOP and Quality Control programs within the guidelines of the Natural Health Products Directorate • Formulating and contract packaging available for Canada and the U.S.A • Warehousing services and order fulfillment

SERVING THE NATURAL PRODUCTS INDUSTRY SINCE 1981 MMP ENTERPRISES LTD., 130 Industry St., Units 31-34 Toronto, Ontaro, Canada M6M 5G3 Phone (416) 604-7604 Fax (416) 604-7605

Owen Simms - BC Mainland 604.263.7140 or owen@mtbi.ca

(416) 203-7900 ext. 6126 Brian Asttaria - BC Mainland

Thank you for

ihr MARKET PLACE

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If You’re Reading It, You Know It Works!

• Formu

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S PRODU

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Melissa Russo—Greater Toronto Area 647.382.1252 or melissa@mtbi.ca Vik Saini - South Western Ontario 519.267.2191or vik@mtbi.ca Helene Huot - Ottawa/W Que/Maritimes 613.224.4983 or h.huot@rogers.com Marjolaine Martel - Quebec 514.929.3952 or marjolaine@mtbi.ca Andrea Leduc- Quebec 514.743.6213 or andrea@mtbi.ca

MICHAEL THEODOR CHFA HALL OF FAME AWARD WINNER

HIRING DEMO STAFF

HIR

Puresource Naturals is currently hiring part time demo staff for Ontario, specifically, SW, GTA, and Niagara Region. A fun and fantastic opportunity to subsidize your income! Must have education in nutrition, naturopathic, or similar alternative background. Please forward resumes to: emma.mcfarlane@puresource.ca.

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Puresource time demo s SW, GTA, an fantastic op income! Mu naturopathic background emma.mcfa Only qualifie Compounding a Cure

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MAY/JUNE 2010

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Continuing Education: Keep learning new information from industry experts.

Industry News: Stay up to date with all the recent news in the industry.

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The NEW!! IHR Website For More Information Please Contact: Customer Service marsha@gorgmgo.com 416-203-7900 ext. 6126

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I want

Stamina and Vitality ENERGY & PERFORMANCE Enhance physical performance and ease stress, with Maca root and Panax ginseng.

Maca is a cruciferous vegetable, like broccoli, that contains many nutrients, including carbohydrates, proteins, fibre, healthy fats, minerals, vitamins B1, B2, C and E, and nearly all the amino acids. Eating cruciferous vegetables is associated with reduced risk for some cancers, including prostate cancer.

Maca has been credited with strengthening immunity, increasing energy and stamina, reducing stress, and

enhancing mood and sexual function for both men and women. Maca and ginseng are both adaptogenic herbs that help the body adapt to and handle mental and physical stress.

Maca with Ginseng from webber naturals 速 is a potent gelatinized extract. The starch has been removed from the root, leaving behind concentrated Maca powder.

It is made from organically grown, hand-picked whole maca using sustainable farming practices, in accordance with Current Good Manufacturing Practices (cGMP).

Want more information about webber naturals products? 1-800-430-7898 | www.webbernaturals.com Follow us on : @webbernaturals | Like us on : www.facebook.com/webbernaturals Herbals and supplements from webber naturals速 are advertised on national television, major market radio, in consumer magazines, and daily newspapers.

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