Ihr October 2014

COMPANY PROFILE

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OCTOBER 2014

Checking the pulse of the 50+ category 2014-10-08 10:05 AM

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PUBLISHER’S LETTER

IHR was at Viva Magazine’s 10th anniversary party, celebrating 10 years of balanced living.

See more pictures from the event on page 44.

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

ISSUE 9

FOUNDER, PUBLISHER & EDITOR-IN-CHIEF

Olivier Felicio EDITORIAL

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

Maya Akbay ART DIRECTOR

Scott Jordan PRODUCTION MANAGER

Erin Booth JUNIOR DESIGNER

Tamara Kelly CONTRIBUTORS

Robyn Russell, Bonnie Siegler, Allison Tannis

TheRGMGroup.

Toronto

Paris

PRESIDENT

Olivier Felicio GENER AL MANAGER

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

Erin Poredos Subscription Rates Canada $50 (gst included) for nine issues (one year) USA $60 Change of Address email: ihr@publicationpartners.com telephone: 416-203-7900 fax: 416-703-6392 or send your cover label and new address to ihr c/o Rive Gauche Media 1235 Bay Street, Suite 400 Toronto, ON Canada M5R 3K4

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

Olivier Felicio

T: (416) 203-7900 x 6107 E: olivier@rivegauchemedia.com

Jeff Yamaguchi

T: (416) 203-7900 x 6122 E: jeff@gorgmgo.com

Erin Poredos

T: (416) 203-7900 x 6128 E: erin@gorgmgo.com

Olivier Felicio Publisher/Editor-in-Chief

www.ihrmagazine.com SIGNUP FOR IHR MAGAZINE’S WEEKLY E-NEWSLETTER TODAY! Contact: kavita@thergmgroup.net

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

6 IHRMAGAZINE.COM • OCTOBER 2014

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CONTENTS VOLUME 14 | ISSUE 9

38

“…We have a really talented and knowledgeable staff. To be able to keep our staff and that expertise with us, that was a big bonus.”

32 U P F RON T

F E AT U R E S

06 PUBLISHER’S LETTER

32 COVER STORY: SPATIAL SENSE

16 INDUSTRY NEWS 20 IN THE KNOW 22 STAR WATCH

By Kavita Sabharwal

38 CHECKING THE PULSE OF THE 50+ CATEGORY

By Allison Tannis

By Bonnie Siegler

24 SKU REVIEW

42 COMPANY PROFILE: RYTALO

46 UNDER THE MICROSCOPE: EXAMINING TODAY’S IMMUNE CATEGORY

By Allison Tannis

50 CAN YOU PROFIT FROM GMO-FREE PRODUCTS?

By Kavita Sabharwal

By Kavita Sabharwal

30 TOP SELLERS

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44 GALLERY: VIVA GLAM MEETS HEALTH

8 IHRMAGAZINE.COM • OCTOBER 2014

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“From my land to your medicine chest�

I've always had a passion for allowing the body's ability to heal itself and for natural remedies.

That's how I was raised and how I practiced as a physician for 23 years. When my husband and I bought our land, I got interested in making my own herbal remedies with the medicinal plants that grew wild on our land.

I was very surprised to find elderberry bushes. Like most people, I didn't know that elderberry grew in Canada.

This is how SURO was born. The products were originally formulated for my family and patients.In fact, my elderberry kids syrup formula was developed because many parents were having a hard time to find a syrup for young children. There was nothing organic with elderberries available for them. Now there is! I decided to fill that gap. With my professional training and knowledge, and elderberries growing wild on my land, I worked hard to develop a unique elderberry syrup formula especially for kids that is both delicious and effective. My formula is especially for children over one year old and contains no alcohol and no echinacea. Every ingredient has its purpose to make every drop count! I was forced to retire because of MS but SURO, lead by my husband Sylvain, produces the syrups made from my formulas. I am happy because I feel like I left a legacy, thru my formulas, and a part of me is still helping kids get back to health! SURO now has a full organic elderberry orchard and is proud to be one of the last companies in the natural product industry that still grows and transforms into the finished product it’s own crop.

SURO syrups are proudly made with all Canadian ingredients.

Jacinthe

Elderberries contain flavonoids and have antiviral properties* *Elderberry flavonoids bind to and prevent H1N1 infection in vitro Roschek et al. 2009 *Binding of a natural anthocyanin inhibitor to influenza neuraminidase by mass spectrometry Swaminathan et al. 2013

*Anti-influenza virus effects of elderberry juice and its fractions Kinoshita et al. 2012

Apple cider vinegar and honey: Salicylic acid from honey combine with acetic acid from vinegar to make Mother Nature's natural aspirin.

Unpasteurised honey allows the honey to keep its an bacterial proper es, contains pollen and enzymes. It soothes the sore throat and cough while the combina on of ingredients help heal.

Dr Jacinthe Desmarais D.C., DACNB(c), N.D., D.O

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INDUSTRY NEWS

PEOPLE WATCH

Courier and delivery services buckle up for holiday season UPS and Canada Post are expecting a double-digit increase in shipment volume for the upcoming holiday season as online shopping continues to gain popularity. UPS Canada plans to hire 2,000 temporary and seasonal workers during the season to keep up with the expected demand, which is double the amount they usually hire.

Last Christmas, United Parcel Service Inc. had a large amount of packages shipped to the U.S. that exceeded their expectations.

The company had upset customers that received their gifts the day after Christmas after being promised that they would arrive on time.

“What’s really changed a lot in our business is the e-commerce phenomenon,” UPS Canada President Michael Tierney told the Financial Post. “The conventional ways of projecting volume have really changed because now you’ve got folks who are ordering online any time of day or night.” The company is paying extra attention to prepare for the volume and the delivery service that they will offer this holiday season.

Canada Post has also been preparing for the upcoming holiday season by announcing plans to start offering their weekend delivery service earlier leading up to Christmas, as well as same-day delivery in the GTA.

Heidi Blecker is iLevel Management’s new Western Canada account manager iLevel Management welcomes Heidi Blecker to its team as its new Western Canada account manager.

Blecker brings over 20 years of experience in the Canadian natural products industry to her new role, including working as a purchaser and a key accounts manager for a large supplement company, among other roles.

Blecker brings a passion for customer service and relationship building to her new position, as well as natural health products, which she herself uses. She can be contacted at hblecker@ilevelmanagement.ca or 1(604) 341-0305.

Shoppers Drug Mart to serve fresh goods Select Shoppers Drug Mar t stores throughout Toronto will be offering fresh groceries such as meat, vegetables and fruit starting September 20. The Toronto Star has reported that the store on Dundas St. West between Jane St. and Runnymede Rd. will stock pork chops, beefsteak tomatoes and fresh salads for customers, as well as fresh sushi, artisan breads and baked goods.

The store also features meat and seafood, produce, prepared meals and dairy.

The testing process follows Loblaw’s acquisition of Shoppers Drug Mart in a $12.4 billion deal a year ago.

Walgreens acquired Alliance Boots earlier than expected Walgreens’ original option period in the second half of its purchase of Alliance Boots fell between February and August 2015, however Walgreens is exercising its option to move ahead of schedule with the merger. With this merger, the two companies will become the first global pharmacy-led health and wellbeing corporation when it is approved by shareholders and regulatory agencies.

The companies were first joined in June 2012 when Walgreens obtained a 45 per cent equity ownership of the British pharmacy retailer with the option to purchase the rest of the company three years later. The transaction should be completed as early as the first quarter of 2015.

Walgreens has a plan that includes a new holding company to be formed that will be called Walgreens Boots Alliance, Inc. and will be comprised of four parts: Walgreen Co. (the U.S. drugstore chain); Boots (the U.K. and Republic of Ireland health and beauty retailer); pharmaceutical wholesale and international retail (such as Alliance Healthcare); and global brands. The holding company will also introduce a cross-divisional global pharmacy market access group.

Walgreens’ president, CEO and board member Greg Wasson will lead the new company in the role of CEO in its Chicago head office. He will be backed by Stefano Pessina, executive chairman of Alliance Boots, who will assume the role of executive vice chairman of Walgreens Boots Alliance.

“We are excited to move forward with the next important step in becoming a new kind of global health care leader. Expanding globally with Alliance Boots will make quality health care more affordable and accessible to communities here in America and around the world,” says Wasson. “In addition, Stefano and I are pleased with the comprehensive plan we’ve announced. These elements will provide additional shareholder value creation, both in the near and long-term. I congratulate our teams for getting us to this point and together we have a bright future.”

Canadian retail sales fell in July RThe Canadian retail sector experienced a drop in sales during July after seven months of gains. Sales dropped by 0.1 per cent to $42.5 billion, according to Statistics Canada.

General merchandise sales fell by 2.7 per cent to $5.3 billion as clothing and accessories stores experienced a 2.3 per cent drop to $2.3 billion. Purchases across all industries excluding motor vehicles dropped by 0.6 per cent. Meanwhile, economists had predicted that there would be little to no change.

Trade organization to define ‘natural’ The Organic and Natural Health Alliance (ONHA) will hold a series of meetings at the Las Vegas SupplySide West trade show in October in an effort to define what ‘natural’ means for the natural product industry. The trade organization seeks to define ‘natural’ from the consumers’ point of view and what that means for the marketplace.

“The process we are going to use is going to be transparent,” ONHA director Karen Howard told NutraIngredients-USA. Questions of whether the definition will apply to inputs

16 IHRMAGAZINE.COM • OCTOBER 2014

that don’t meet the standard of organic ingredients will be part of the discussion, she said.

“When it comes to food, the organic standard is the core standard. The standard for natural will be different for each of the industries we are going after. We anticipate it will take about 90 ways to define a natural standard for food,” she said.

INDUSTRY NEWS

MaraNatha and Trader Joe’s peanut and almond butters are recalled due to possible salmonella contamination The Canadian Food Inspection Agency has issued a recall for two brands of peanut and almond butters due to a possible salmonella contamination.

The recall is for nearly 12 almond and peanut butters under the brand names MaraNatha and Trader Joe’s, which may be responsible for four illnesses in the United States, though no illnesses have been reported in Canada.

The almond and peanut butters in question have been sold in Canada, the U.S., the Dominican Republic, Hong Kong and the United Arab Emirates.The products should be thrown out or returned to the store where they were purchased.

According to the CFIA, salmonella-contaminated food may not appear spoiled, yet can still cause illness, especially in young children, pregnant women, the elderly, and those with weakened immune systems. Short-term symptoms of salmonella poisoning include fever, headache, vomiting, nausea, abdominal cramps and diarrhea. Salmonella can also cause long-term symptoms such as severe arthritis.

The NRF has formed a council for small businesses The National Retail Federation has announced that it has formed a Small Business Retail Council, designed to organize, recruit and engage small retailers and owners of independent stores to participate in grassroots advocacy activities while representing the needs, concerns and interests of small stores.

“We are bringing together some of the retail sector’s best small business leaders to build upon their integral role in drafting and shaping public policy,” says Matthew Shay, president and CEO of the NRF. “Working with our state retail association partners, we hope to amplify the voice of small retailers in advancing the retail community’s agenda.The Small Business Retail Council will enhance and strengthen the partnership between small business owners and NRF, and optimize industry engagement on our common goals.”

The Council will be comprised of two

18 IHRMAGAZINE.COM • OCTOBER 2014

Julie Drapeau is Purity Life’s new senior category and regional sales manager

PEOPLE WATCH

Julie Drapeau has recently moved into the role of senior category and regional sales manager at Purity Life Health Products.

Julie has spent over 10 years at Purity Life in various roles, including as an account manager and key account manager, and was most recently a regional sales manager for the company. Prior to working with Purity Life, Julie has worked at other companies within the natural health product industry such as Weleda, Seroyal International, and Phytoderm.

In her new role, Julie continues to manage the Quebec sales team while being the reference at Purity Life for the Category Management program, which is offered to all of the company’s retail partners.

co-chairs leading a committee of up to seven members, who will identify priorities, propose strategies and help coordinate grassroots advocacy. Members will be independent retailers from around the U.S. and small retailers that currently serve on the NRF Board of Directors.

Tiger Woods is MusclePharm’s new brand ambassador MusclePharm, a performance lifestyle sports nutrition company, has announced it has signed a multi-year endorsement agreement with golfer Tiger Woods, which officially began on July 1, 2014.

As part of the agreement, Woods’ golf bag has been emblazoned with the MusclePharm logo, and he will appear in advertisements and commercials for the company. He will also make brand appearances and promote the company via social media.

“One of the keys to success as an athlete is making sure you are fueling your body properly, which is at the core of MusclePharm’s mission,” said Woods

in a statement issued by MusclePharm. “This golf bag venture is a great way to launch this partnership. I look forward to working with MusclePharm to help people achieve their peak physical form.”

MusclePharm also endorses other athletes, including NFL players Eric Decker and Colin Kaepernick.

PEOPLE WATCH

Jennifer Hyde joins the Ontario Natural Food Co-op The Ontario Natural Food Co-op (ONFC) has hired Jennifer Hyde as its new Private Label Brand Manager. She brings over eight years of marketing and brand management experience to her new role, and was most recently a Product Manager with Organic Meadow.

In her new position, Jennifer will manage the entire marketing life cycle of ONFC’s Private Label portfolio, which will include strategic marketing initiatives and day-to-day activities. As the company’s private label brand manager, Jennifer will work alongside the purchasing and sales teams, buying clubs, retailers, vendors and customers. For more information on the ONFC, please visit www.ontarionatural.ca.

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IN THE KNOW

The benefits of creating a business model for the cannabis industry The cannabis industry in the United States allowing growers and retailers to figure out has rapidly grown in the 21st century, though the taxes and related fees in real-time during issues have been caused due to conflictthe transaction. ing state and federal laws on the substance.

Janjic believes a system would help This fact causes banks to hesitate to involve those involved with the industry stay conthemselves with the money in the industry nected to market trends, creating a fair and as various states waffle on their viewpoints open market. This would cause supply and on the subject. demand to be the only aspects impacting “The patchwork nature of marijuana legprice discovery. islation on the local, state and federal level A business model would require the creates problems for buyers, sellers and users,” industry to self-regulate through a growing customer base. If the industry is not strucsays Steve Janjic, CEO of Amercanex, the first tured, it opens itself up to scrutiny. An autofully electronic marketplace for the cannabis industry. “We will soon hit the tipping point mated system could prevent criticism by at which state after state will legalize cannaallowing par ticipants to monitor, track, bis like falling dominoes.” account and audit all transactions.

Finally, Janjic states that a system would Janjic believes that the best way to ensure guarantee fair transactions and efficient disa legal, fair and accountable business model for the cannabis industry is a Wall Streettribution of pricing and market trends, among like model to allow participation in buying, other aspects by using live, executable prices selling or trading inventories in a transparand quantities for any product, providing ent marketplace. market access to participants.

Janjic believes the goals of a Wall StreetJanjic listed some benefits of a Wall Streetlike business model should include a varied like business model for the cannabis industry.

He notes that a digital commodities exchange client base, true price competition, individual system would ensure regulatory and tax solutions for each participant and internet agency accountability and reporting while access 24 hours a day, seven days a week.

20 IHRMAGAZINE.COM • OCTOBER 2014

The number of farmers’ markets in Canada is rising Farmers' markets are popping up all over America. According to the U.S. Department of Agriculture (USDA), there are more than 8,200 operating in the country today, a 76 percent increase since 2008.

The number of farmers’ markets in Canada has increased substantially as well. In Ontario alone, the number has increased by three times since 1980. In 2008, there were 508 recognized farmers’ markets across Canada, and according to Farmers Markets Canada, that number grows by five to seven per cent each year. This year, there are approximately 635 operating in Canada.

In 2009, Farmers’ Markets Canada conducted its National Farmers’ Market Impact Study. The study spanned every province, making it the most comprehensive study of farmers’ markets ever conducted in North America.

508 markets took part in the study and accounted for estimated sales worth $1.03 billion and an economic impact of $1.55 to $3.09 billion per year.That averages to approximately 28 million shippers spending an average of $32 per visit.

“The success of farmer’s markets can be attributed to a number of factors,” says Robert Chorney, chair of Farmers’ Markets Canada. “Consumers have expressed a clear desire to return to healthier, fresher, locally produced products. They have a strong belief in the integrity of shopping within their community. And, over 60 per cent of shoppers indicated that buying their food directly from a local farmer is extremely important to them.”

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STAR WATCH

These celebrities are at the forefront of the newest health trends

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>JULIA ROBERTS According to the actress’ manicurist Lisa Jachno, Roberts dunks her wet nail polish tips in a dish filled with four tablespoons of extra virgin olive oil.

“The three-minute soak in the cooking staple creates a coating that sets polish and moisturizes cuticles.”

>JAIMIE ALEXANDER “When I first turned to vegetarian eating, it was to clean out my body of toxins and start treating it better.

I also noticed my cystic acne that I used to get occasionally cleared up with this way of eating. It really just made my body feel good on the inside.”

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This treatment is made with natural salicylic acid derived from willow bark extract. It also contains clarifying and soothing ingredients such as witch hazel, calamine, and lemon peel oil to deep clean pores while calming skin.

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WN3013-6 TREEHOUSE™ OMEGA-3 GUMMIES 90 Capsules Treehouse Omega-3 Gummies provide children with the daily dose of essential fats they need to learn, grow, and see. Kids will enjoy the delicious chewable gummies shaped like Max & Ruby. Moms will appreciate that these supplements contain no artificial colours, flavours, preservatives, or aspartame.

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

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PROGRESSIVE VEGESSENTIAL ALL IN ONE VegEssential All in One provides all the benefits of several supplements in a single smoothie. It uses almost 100 plant-based ingredients to enhance lean muscle growth; strengthen immune function; support healthy skin, eyes, bones and teeth; assist with healthy liver and thyroid function; and help to detoxify and alkalize the body.

SURO ORGANIC ELDERBERRY SYRUP FOR KIDS Suro’s organic elderberry syrup for kids is a delicious way to provide fast, effective relief from colds and flu, cough and sore throat.

Active ingredients include elderberry, which has two to three times the antioxidants of blueberries, raw honey and elderflower.These syrups are alcohol-, water- and fructose-free.

ALLIMAX Allimax is the first garlic supplement in the world to contain 100 per cent real bioactive, stabilized allicin, a natural antimicrobial that boosts the immune system and fights infection. Allimax is a safe and effective way to prevent cold and flu.

INTRODUCING PURICA® MENOPAUSE RELIEF The power of mushrooms and synergistic herbs brings unmatched relief for symptoms such as hot flashes, night sweats and mood swings.

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

OCTOBER 2014 • IHRMAGAZINE.COM

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Kate Maguire, CLM Health Group president and CEO with Kavita Sabharwal, IHR’s editorial assistant

IHR Allimax.indd 3

Garlic has been used by people around the world for millennia as a food, spice and medicine. It is thought to have originated in the Kyrgyz desert in Siberia, though it was imported to Egypt to provide health benefits for the workers who built the pyramids. Garlic has been historically used to treat infections such as Typhoid, Cholera, Smallpox, Dysentery, Plague, Anthrax and Tuberculosis until sulphonamide antibiotics became widely used.

CLM Health Group and its president and CEO, Kate Maguire, held an educational seminar dedicated to Allimax at CHFA East.

The seminar featured Dr. Peter Josling, the formulator of the supplement, as he presented the findings of a double-blind placebo-controlled study published in the Journal of Advances in Natural Therapy on the product’s effectiveness on colds, which people experience on average two to five times per year. Allimax reduced the duration of the cold and the instances of recurrence.

Maguire is also Allimax’s Lead Brand Ambassador. In this role, she will travel around Canada educating people on the health benefits of allicin, and Allimax’s benefits over other garlic supplements.

2014-10-06 2:13 PM

INNOVATION Allimax is beneficial for the prevention and treatment of bacterial, fungal and viral infections. There is also substantial data supporting its cholesterol- and blood pressure-lowering attributes.

Allicin is the first compound formed when the sulphur compound alliin, and the enzyme alliinase, are combined through the cutting, crushing, cooking or mechanical processing of garlic.

Allicin is very unstable and quickly changes to into other sulphur compounds. However, with Allimax’s patented production process, the allicin is quickly diluted to a concentration that can be stabilized to produce Allimax, since the entire complex is required to reap the antimicrobial benefits of allicin. Allimax is the first stabilized allicin supplement that provides real antimicrobial protection.

Allimax’s active ingredient, allicin, is effective against Gram-positive and Gram-negative bacteria, including species of Escherichia, Salmonella, Staphylococcus, Streptococcus, Klebsiella, Proteus, Bacillus and Clostridium.

Perhaps one of the most remarkable accomplishments of allicin is its ability to kill the superbug MRSA (Methicillin Resistant Staphylococcus Aureus), a bacterium that continuously evolves as it develops resistance to pharmaceutical antibiotics. In a study completed at the University of East London, 30 bacterial strains of MRSA were tested and research found 12 of those strains resisted antibiotics, while all strains were sensitive to allicin. Research also found that the drug-resistant strains of MRSA were the most sensitive to allicin.

SAFETY AND EFFICACY Allimax is natural, safe and effective. Its broad spectrum of activity has shown no resistance to infections as it prevents bacterial enzyme production. Government-approved tests show that Allimax is so safe that it is possible to consume 777 capsules in one dose without detrimental effects!

PRODUCTS Allimax 180mg is available in 30, 90 and 180 capsule sizes, as well as a 450mg strength Allimax PRO. Coming in 2015 is Allimax Gel, a topical treatment ideal for treating cold sores and open wounds.

HEALTH CANADA APPROVED NPN 80022062

DISTRIBUTION PARTNERS

ABOUT THE FORMULATOR

Peter Josling is the Director of the Sussex-based Garlic Centre. Peter graduated from Nottingham University in England and is now a trained chemist with over 18 years of experience in the International Health Food Market. He has devoted his time conducting and publishing clinic studies and scientific articles on natural products such as garlic, ginger, ginkgo biloba, phosphatidyl serine, hypericum, plant cellulose and allicin. Josling worked with engineer Norman Bennett and other collaborators to come up with the patented method of extracting and stabilizing allicin from crushed garlic.

CLM HEALTH GROUP

3190 Ridgeway Drive, Unit 15 Mississauga, ON L5L 5S8 Toll Free: 1-877-263-7330 Local: 1-905-828-8004 allimax.ca info@clmhealth.com

Allimax is distributed in Canada through CLM Health Group.

IHR Allimax.indd 4

2014-10-06 2:14 PM

TOP SELLER REVIEW

STORE INFO

The Hearty Artichoke Stouffville, ON

Sangster’s

The Health Hut

Throughout Canada

Grande Prairie, AB

St. Agatha, ON

STORE SIZE: 2,000 sq. ft.

STORE SIZE: 1,000 to 1,400 sq. ft.

DEMOGRAPHICS: All

DEMOGRAPHICS: Women ages 35 to 60

INCOME: $60,000 to $100,000

Pfenning’s Organic & More

STORE SIZE: 1,000 sq. ft.

STORE SIZE: 1,800 sq. ft.

DEMOGRAPHICS: 18 to 100

DEMOGRAPHICS: All

INCOME: N/A

INCOME: N/A

INCOME: N/A

TOP THREE PRODUCTS

FOOD

Amazing Grass Green Superfood Bars, 7.4oz

Sangster’s Brand Organic Virgin Coconut Oil, 454g

Alpha Health DME Coconut Oil, 474mL

All produce

Calbee Snap Peas, 93g

Sangster’s Brand Shelled Hemp Seed, 454g

Bragg’s Apple Cider Vinegar, 946mL

Pinehedge Farms Kefir

Bragg Aple Cider Vinegar, 946mL

Bernard Jensen Black Cherry Concentrate, 500mL

Mountain Gem Coffee

Himalaya Stresscare, 120 veggie caps

Sangster’s Brand Green Coffee Bean, 90 veggie caps

Purica Mushrooms (assorted)

Now Fenugreek, 100 caps

Himalaya Livercare, 120 veggie caps

SD Pharmaceuticals Garcinia Cambogia, 135 caps

Mountain Meadow Herbs (assorted)

Now Curcumin, 60 caps

Bell Lifestyle Bladder and Yeast, 60 caps

Oil of Oregano, 30mL

St. Francis Blessed Thistle/ Fenugreek Combo

St. Francis Saw Palmetto, 50mL

Purely Great Deodorant

Hagina Japanese Mint Oil, 20mL

Suki Exfoliant Cleanser

Weleda Pomegranate Face Care, 30mL

Rocky Mountain Deodorant

Alberta Naturals Oatmeal Honey Soap Bar

Gracey’s Wormwood

Redmond Earth Paste, 4oz

Nature’s Aid, 500mL

Sangster’s Brand Natural Curtis Lip Balm, 15oz

Julia Lawless Eucalyptus Oil

Boo Bamboo Shampoo, 300mL

Brad King’s Ultimate Maca XP, 130mL

4EverFit Ephedrine, 50 tabs

Platinum Active-X Men and Women

Boiron Arnica 30C, 3 pack

Brad King’s Energy Protein, 750g

Quest Protein Bars, 60g

Vega Sport Performance Protein

Prairie Naturals Organic Rice Protein, 360g

Amazing Grass Green Superfood Bars, 7.4 oz

Creapure Creatine, twin pack

Brad King’s Male Energy, 120 caps

Kalaya Ultimate Pain Rub, 120g

Cleansify, 720mL

Sangster’s Brand Vitamin D 1,000IU, 180 caps

Herbasante Candiaide

Salus Floradix, 500mL

Brad King’s Ultimate Maca XP, 130mL

Sangster’s Brand ProBioTX-11, 180 caps

Nu-Life Vegizyme

Tristar Naturals B12 Sublingual, 100 tabs

Amazing Grass Green Superfood Bars, 7.4oz

Sangster’s Brand Calcium & Magnesium Citrate 2:1, 180 caps

Natural Life DDS1 Acidophilis

New Roots Wild Omega 3, 120 caps

Aronia Body Butter, 93g

N/A

Purica Chaga

Chimes Ginger Chews, 142g

Calbee Snap Pea Crisps

N/A

St. Francis Butter Ghee and Coconut Oil Spray

Field Roast Sausages, 368g

Monika Schnarre Iampure Skincare (assorted)

N/A

A.Vogel Molkosan Berry

ONFC Kimchi-Style Sauerkraut, 744mL

Silver Hills Hemptation Sprouted Bread

TOP THREE PRODUCTS

HERBS

TOP THREE PRODUCTS

PERSONAL CARE

TOP THREE PRODUCTS

ACTIVE LIFESTYLE

TOP THREE PRODUCTS

VITAMINS/ SUPPLEMENTS

TOP THREE PRODUCTS

NEW PRODUCTS

28 IHRMAGAZINE.COM • OCTOBER 2014

IHR Top Seller.indd 28

2014-10-03 11:24 AM

PHARMACIES

Charlene’s Nutrition Centre

Golden Sun Health Foods

Sydney, NS

Red Deer, AB

STORE SIZE: 1,000 sq. ft.

STORE SIZE: 1,000 to 3,000 sq. ft.

DEMOGRAPHICS: 20 to 65

DEMOGRAPHICS: 25 to 65

Sunrise Health Foods

Gingko Health Shop

Winnipeg, MB

Toronto, ON

Nutrition Plus Organic Market

STORE SIZE: 900 sq. ft.

STORE SIZE: 580 sq. ft.

Winnipeg, MB STORE SIZE: 3,000 sq. ft.

DEMOGRAPHICS: 30+

DEMOGRAPHICS: Middleaged professionals, mostly women

DEMOGRAPHICS: Mixed seniors, students INCOME: N/A

INCOME: $20,000 to $60,000

INCOME: $20,000 to $60,000

INCOME: All

Go Go Quinoa Flakes

Gold Top Organics Hulled Hemp Seed, 454g

Flax (local)

Organic Traditions Sprouted Chia/Flax, 454g

Burnbrae Farms Frozen Egg Whites, 1kg

Navitas Cacao

Gold Top Organics Virgin Coconut Oil, 822g

Now Chia Seeds

JSK Pro Protein Crunch Pumpkin Seeds, 156g

Omega-3 Free Rtun Eggs, one dozen

Bragg’s Apple Cider Vinegar, 940mL

Natural Factors Organic Chia Factoris Chia Seeds, 360g

Garden of Life Coconut Oil

Dr. Bronner’s Organic Virgin Coconut Oil, 414mL

Organic Fresh Green Kale, assorted

Natural Factors Milk Thistle

Natural Factors Oil of Oregano, 30mL

Wildrose D-Tox Kit

New Chapter Turmeric Force, 60 softgels

Natural Factors Vitamin D3

Sequel Maca, 120 caps

New Roots Liver Milk Thistle Plus, 90 caps

Traditional Medicinals Dandelion Root Tea

Hedd Wyn Oregano Oil, 15mL

Nature’s Way Fenugreek, 90 caps

Naka Herbs & Vitamins NutriCure, 60 veggie caps

Natural Factors Milk Thistle, 120 caps

Himalaya Garcinia Cambogia, 60 tabs

Dr. Bronner’s Liquid Castille Soap (assorted)

Prairie Naturals Big Sky Tea Tree Medicinal Shampoo, 500mL

Now Lavender Oil, 30mL

Eli’s Body Shop Black Soap Bars, 120g

Newco Natural Technology Toothpaste, 90mL

Now Peppermint Oil, 30mL

Divine Essence Organic Argan Oil, 30mL

Viva Hyaluronic Acid, 15mL

Andalou Naturals BB Cream

Thursday Plantation Tea Tree Oil, 10mL

Dr. Mist Unscented Deodorant Pacifica Island Vanilla Roll on Perfume

Kiss My Face Liquid Rock Deodorant - Lavender, 88mL Mill Creek Botanicals Aloe Vera Shampoo, 473mL

INCOME: N/A

Natural Factors Hi Potency B Complex, bonus bottle Natural Factors Magnesium Citrate 150mg, 210 bonus

Lavigne Organics Mayan Magic Balm, assorted

Vega One Protein, 940g

Natural Factors Vegan Protein, 1kg

Garden of Life Raw Protein

Platinum Naturals Activ-X Multi for Men, 60 softgels

Quest Protein Bars, 60g

Prairie Naturals Rice Protein

Sequel Naturals Vega One All-in-One Nutritional Shake, 827 to 876g

Garden of Life Raw Meal

Vega Pre-Workout Energizer Lemon-Lime single packs, 18g

Kaizen Natural Whey Protein, assorted

Progressive VegeGreens

AllMax IsoFlex Whey Protein Isolate Vanilla, 2lb

Gorp Clean Energy Bars, 65g

Harmonized Vegan Protein Naka Herbs & Vitamins Vital Greens, 500mL Health First Cal-Mag, 180 caps

SierraSil Joint Formula 14, 180 caps

SierraSil Joint Formula 14, 180 caps

Metagenics OmegaGenics EPA-DHA 500, 120 softgels

Carlson Finest Fish Oil, 16oz

Health First PrimeZyme, 60 caps

Natural Factors Maximum Triple Strength Rx Omega-3 900mg, 150 softgels

Prairie Naturals Sytrinol, 60 caps

Genacol, 90 caps

Brad King’s Male Energy, 60 caps

Renew Life Ultimate Flora, 120 caps

Prairie Naturals Aqua Greens, 200g

Preferred Nutrition W-Gifford Jones, MD Medi C Plus, 600g Natural Factors Whole Earth & Sea Multivitamin + Mineral, 60 tabs

Flora CircuVein, 90 caps Preferred Nutrition Dr. Whitaker Berberine, 90 caps Natural Factors Whole Food Multi’s, 60 caps

Prairie Naturals Aqua Greens, 180 veggie caps

Natural Factors Oregano Oil, 30mL

Flora Udo’s Choice Super 8 Plus Probiotics, 30 caps

SierraSil Joint Formula 14, 180 caps

Now Vitamin D Liquid 1,000IU, 50mL

New Chapter Estrotone, 60 softgels

AlgaeCal Cal-Mag, 90s

Natural Factors Pure Food Multi’s, 60 tabs

New Roots Acidophilus Ultra, 60 caps

Sigglar Naturals Natural Deodorant

MoziQ, 30 tabs

XP Labs Iso XP Whey Protein Isolate with Probiotics Vanilla, 2lb

Enerex Pain X

OCTOBER 2014 • IHRMAGAZINE.COM

IHR Top Seller.indd 29

29

2014-10-03 11:23 AM

IHROct/Nov- Herbs Kedem_DPS.indd 1

2014-10-03 11:17 AM

Available at all Natural Stores across Canada For a location close to you call us at:

Tel: 514-735-1120 Toll Free: 1-877-636-5767 www.kedemherbs.com info@kedemherbs.com

IHROct/Nov- Herbs Kedem_DPS.indd 2

2014-10-03 11:30 AM

COVER STORY

SPATIAL sense Burlington Health Foods’ transition into a smaller space narrows its focus onto what its customers really need.

BY KAVITA SABHARWAL PHOTOGRAPHY BY ROBYN RUSSELL

arnie Gall opened Burlington Health Foods in 1970 as a way to provide better natural health options that were unavailable at traditional grocery stores at the time. Her son, William (Bill) Gall, purchased the store from her in 1988 after spending years working there while cultivating a passion for the natural health industry.

Gall’s business training and acumen led him to move the store into a new location just down the street from its old one in order to accommodate a new business model. This new space, however, reduced the size of the retail floor from 1,900 to 1,179 square feet.

“It is definitely a change. It’s amazing what you can do with a smaller space when you start from scratch and lay it out exactly the way you want it, rather than dealing with something that’s been preexisting for decades,” says Michael Stetson, assistant manager of the store. “Even though it’s smaller, we’ve designed it in such a way that it’s adaptable, especially in the retail portion of the business.”

OCTOBER 2014 • IHRMAGAZINE.COM

33

COVER STORY

Burlington Health Foods’ General Manager Deborah White and Assistant Manager Michael Stetson.

STORE BREAKDOWN

10% 10% 40%

40%

FUNCTIONAL FOODS

VITAMIN/MINERAL PRODUCTS

SUPPLEMENTS

PERSONAL CARE

34 IHRMAGAZINE.COM • OCTOBER 2014

A CHANGING MODEL Moving to the new space involved removing most of the bulk food, including dried fruits, nuts and seeds, which accounted for about 30 per cent of the floor space at the old location.This allows the company to focus on functional foods, which represent approximately five to 10 per cent of the store’s merchandise, reinvest in supplements, which account for 30 to 40 per cent of the store, and bring in new lines and new products.

Vitamin and mineral products are also represented, accounting for 30 to 40 per cent of the store, while personal care items round off the stock with about 10 per cent of the store’s merchandise.

Gall manages 11 employees at his store and worked with them to ensure they would stick around through the move. “We didn’t want to lose anybody because we have a really talented and knowledgeable staff. To be able to keep our staff and that expertise with us, that was a big bonus,” says Stetson.

Adding to the merits of the staff is Stetson’s own training as a registered holistic nutritionist. After gaining an interest in natural health through athletics, which he was very involved in, Stetson started out at the store in 2001 at the age of 18. He worked there while attending school, and received his certification from the Canadian School of Natural Nutrition in 2005.

The demographics of the store have been shifting slightly, according to Stetson. “We’ve noticed that a large portion of our customers are now within the baby boomer generation, and previously the vast majority of our customers were in the senior citizen range. Our main customer base is getting younger,” he says. “People who are new to the city who are starting families or young professionals. We’re finding a lot of people in their 30’s and 40’s, as well.”

Among the other shared qualities of many of the store’s customers is a high education level. “I would say Burlington has a very affluent and educated citizenship,” says Stetson. “Most people are university or college graduates and nowadays, there are a lot more people with master’s degrees.”

While Stetson believes his store’s clients are well informed about the importance of taking care of their bodies, preventative health care and nutrition, he stresses that the Burlington Health Foods team is always available to provide assistance or answer questions.

“That’s something we really enjoy. We love to educate and share our knowledge. That’s always been the foundation of what we do here, for services,” Stetson says. “When we’re able to pass that along to someone and help them make better decisions for themselves and for their families, it makes you feel good because you know that you’re actually helping and making a difference.”

A COMMUNITY INSTITUTION Burlington has remained the store’s home because the company had a great desire to keep its roots planted within the community.

“We’ve been here for so long and we were opened with the concept of servicing this area, the residents here and the people that the original owners knew,” says Stetson. “To move would change that and it would separate us from the original goal to support the residents of Burlington as much as possible.”

The store’s new location has other positive effects for the company.

It is next door to a Running Room location, and the two stores have developed a customer referral relationship. It is also within one kilometer of two gyms and is surrounded by small, independently run businesses that give the surroundings a sense of community.

Meanwhile, the business creates its own sense of community by getting involved with charitable events including participating in book drives and taking donations for the local humane society and Salvation Army.

Although Burlington Health Foods has been well established for the past 44 years as Burlington’s first health food store, Stetson notes that due to increasing competition with mass-market grocery chains and new small-format competitors, the company has been looking for ways to re-establish itself as a market leader.

OCTOBER 2014 • IHRMAGAZINE.COM

35

COVER STORY

“It’s amazing what you can do with a smaller space when you start from scratch and lay it out exactly the way you want it, rather than dealing with something that’s been preexisting for decades.”

“It’s a growing community with easy access to the QEW and Toronto which is why I feel there is a lot of growth of competition in the neighbourhood. A lot of stores see it as a viable market even though it seems like there’s a health food store on every corner,” he says.

Since the business is still settling in to its new location, Gall has no current plans to expand into a multi-store model. “I think that’s an option that has been considered and may eventually happen.

Right now we’re trying to perfect this new location and this new business model that we’ve taken on before we make any solid decisions,” says Stetson.

A WEALTH OF RESOURCES While the store participates in social media and sends out e-newsletters, Stetson says there are currently no plans to start an e-commerce site. “We’re not selling directly online at this point but it’s an option we’ve explored and we’re open to further exploration down the road,” says Stetson.

Aside from the store’s monthly flyer that reaches 13,000 residents through the Burlington Post newspaper and is posted digitally on its website and social media pages, it has shifted away from traditional print media due to social networking’s reach and capabilities.

“Rather than just promote products and mention sales, we’re trying to get discussions moving and that way we get better interest

36 IHRMAGAZINE.COM • OCTOBER 2014

and retention,” says Stetson.

That retention lasts even during the fluctuation of the Canadian dollar. Stetson notes that during the recent recession, the store experienced an upswing in sales.

“I think that’s because a lot of people recognized the importance of preventative healthcare and it has been studied that if a person is taking proactive steps toward their health, the financial and stressful impact of the recession can actually be lessened,” he says. “We took that message to heart and started to promote that. So even though the economy began to shift, we stayed fairly stable.”

Stetson notes that summer is the store’s slowest period of the year, much like it is for several other businesses, due to the fact that there are fewer illnesses circulating, so they become backburner concerns for most people. He notes that fall, winter and spring are all equally good periods for the business.

“With fall, everyone is getting back into their normal routines that they hold throughout the rest of the year. That carries over to the winter, especially when you see the spikes in seasonal illnesses like

At a Glance

Name: Burlington Health Foods Owner: William Gall Location: 3300 Fairview Street, Burlington, ON, L7N-3N7 Website: www.burlingtonhealthfoods.com Store size: 1,179 sq. ft.

Staff: 12 Top Selling Products

Food: Vega Dark Chocolate Mixed Nuts & Sea Salt Snack Bar, Braggs Apple Cider Vinegar 1L, Now Whole Chia Seeds 500g Vitamins: Health First Vitamin D3 1000 IU 500 caps, Progressive Women’s 50+ Multi-Vitamin 120 caps, Health First Berry-C Supreme 180 caps Supplements: Boiron Single Homeopathic remedies (assorted), Renew Life Ultimate Flora Critical Care – 50 Billion 60 caps, NutraCleanse Powder 1kg Personal care products: OnYa Natural Products Shea Butter 4oz., MediStik Dual Hot + Cold Roll-On, Heather’s Natural Soaps Bar 14g Miscellaneous: SierraSil Joint Formula 14

cold and flu. In the spring, it’s more about getting back into shape and getting out of that hibernation mode a lot of people go into during wintertime,” he says.

Stetson and the management team, Gall and General Manager Deborah White, all take part in analysis, planning and forecasting for the store. “Though we all have our separate roles to play, we all work together towards planning upcoming purchasing of sales initiatives and also checking back to see what the major trends have been and try to better determine where we’re going,” he says.

As a store in the natural category, it must contend with the Natural Health Product Directorate, although Stetson notes that regulations are more impactful on the manufacturer’s side.

“With us, we like to carry products that are diverse and can better help our customers, though we have a policy that we generally don’t carry any products that don’t have an NPN number and bilingual labeling as well,” says Stetson. “We like to make sure that no matter what, we’re conforming to the regulations that are required while at the same time providing the best possible products that we can to our customers.”

The manufacturers also handle employee product training, and have done so for several years. “We value staff knowledge and education

as much as possible because that allows us to educate our clientele more efficiently,” says Stetson.“We hold regular staff trainings including tele-training and webinars that a lot of manufacturers put out nowadays.We still have reps and various product knowledge experts coming in from different manufacturers and suppliers to educate our staff.“ The store’s in-house hiring process, which runs for a total of three months, requires another skill: passion for the industry. “We hire passionate people who love helping others and who are dedicated to a healthy lifestyle. After that, skills can be taught and education can be gained, but we feel passionate people are our best resource,” says Stetson.

Stetson believes the store sets itself apart from its competition by its staff and the level of expertise they have on the questions and concerns the customers have, as well as the new business model it has adopted with the move.The new location is a former chiropractic clinic and allows the retailer the space to offer the services of a naturopath, nutritionist and iridologist and in the future, an osteopath.

Private consultations will also be offered.

“Moving into this change in business model where we’ll be able to offer full natural health clinic services in addition to the retail services, I think that makes us unique in terms of other businesses in the city,” says Stetson. “You have a dispensary model mixed with natural health services right on site so we’re able to offer much more to our consumers than we ever have.”

The store recently celebrated its 40th anniversary, a fact that Stetson is extremely proud of. “It’s a huge milestone for any business to be around for that long, especially in this industry. It was something that we’re particularly proud of because it just shows the community support and the great relationships that we’ve been able to build with a lot of our customers and clients over the years,” he says.

Burlington Health Foods continues to build relationships with its customers as it holds court as the city’s first health food store.

OCTOBER 2014 • IHRMAGAZINE.COM

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FEATURE

Checking the pulse of the 50+ CATEGORY We present an overview of this growing category and what consumers want to see on store shelves.

BY ALLISON TANNIS, BSC MSC RHN

M

ore than half of consumer spending comes from one group - the baby boomers. The youngest of the baby boomers (born between 1946 and 1965) turn 50 this year. It is now the largest generational group, consisting of about 9.6 million Canadians or about one third of our population, according to the 2011 Census.

According to a projection by Statistics Canada, in 2036, Canadians aged 65 years or over would represent between 23 to 25 per cent of the population, surpassing the number of children aged 14 and under, which is the first time that has happened in the history of the Canadian population. Boomers are also the group with the largest consumer spending, making it important to keep a check on the pulse of this group to achieve success at retail level.

POPULATION OF CANADA BY AGE GROUP (%)

34.4% 29.4%

29.5%

6.8%

0-24 25-49 50-74 75+

OCTOBER 2014 • IHRMAGAZINE.COM

39

FEATURE

“More and more people are finding their health information online, so it’s important to get it from a trusted source.”

THE PULSE OF THE 50+ CATEGORY Potentially the most widely varied population segment, 50+ consumers include those who are active healthy individuals wanting to maintain youth and vitality, independently living seniors, and those in assisted living situations. Each of these groups has different nutritional requirements, purchasing influences and eating habits.

As well, many 50+ consumers have at least one chronic condition with more than a quarter being affected by a combination of chronic conditions. According to a 2010 National Marketing Institute report, the main health concerns of 50+ consumers include arthritis, osteoporosis, cardiovascular disease, diabetes, cancer, vision and cognition.

An opportunity to increase sales at retail exists by offering products that address key health concerns of the 50+ category. This not only includes addressing the main health concerns highlighted in the report, however also products that address joint and bone health, digestive regularity, immunity, pain relief, beauty, anti-aging and energy.

Successful retailers have noted their 50+ consumers’ health concerns and catered to them. “The number one issue for women is insomnia…primarily stress and menopause related. Many of our male 50+ clients are looking for prostate and libido supplements,” reports Sharon Kite, supplements manager at Rainbow Foods in Ottawa. Solutions to male menopause, also called andropause, are coming up more frequently in consumer requests.

In Calgary, Community Natural Foods reports their most popular supplements among 50+ consumers include those for bone health (calcium-magnesium-vitamin D formulas, vitamin K, strontium), ocular health (bilberry, lutein), heart health (CoQ10, hawthorne) and cognitive function.

BOOMERS DON’T WANT TO AGE This category’s desire to restore their health includes defying aging.

The past decade has seen a significant increase in the number of products among all categories that boast anti-aging claims. Even hair colourants, the only sub-category in hair care to see growth in 2012, accounts for 15 per cent of new hair care products, according to Mintel. A report by Global Industry Analysts Inc. suggests anti-aging products that include natural or organic ingredients such as vitamin E or botanical herbs are rising in popularity.

The anti-aging category is only expected to grow.The global market for anti-aging products for appearance enhancement is expected to grow to U.S. $5 billion by 2015. Consumers that make up the 50+ category today are going to be consumers for a long time yet:

40 IHRMAGAZINE.COM • OCTOBER 2014

estimates from Statistics Canada say the population will continue to live longer with more than 17,000 Canadians expected to be centenarians (over 100 years of age) by 2031.

TEACH ME According to a 2014 study reported in Nutrition Journal, awareness and knowledge were identified as the factors that would cause the greatest increase in functional food consumption among older adults.

Many products sold at health food retail locations are functional foods.

In a 2013 study reported in the Journal of Nutrition Gerontology and Geriatrics, 93 per cent of older adults were consumers of functional foods, and over 85 per cent indicated that they would consume more functional foods if they were to learn more about them.

The 50+ consumer wants more information, and will buy more if they can become more informed. Increasing access to information and awareness of both functional foods and supplements has been the formula of success for some health food retailers. Rainbow Foods has put effort in their reputation as a trustworthy information source by educating staff, offering a selection of high-quality supplements and foods, and engaging customers in conversations about their needs.

Keri-Lyn Butts, assistant manager at Community Natural Foods says, “it’s even part of our motto to have the most educated customers and staff in the industry. Education is a huge portion of what we do. We offer public seminars…once we even offered bone density testing and had a practitioner there to answer questions.”

Other retailers are using electronic education to increase their appeal to 50+ consumers. Organic Garage’s Vitamin Information Kiosk, or VIK, an information centre of the store’s design, allows customers to research vitamins and supplements based on the product or brand, while Shopper’s Drug Mart has created an online resource called Vitamin Finder to help consumers find information about vitamins, minerals and other supplements.

“More and more people are finding their health information online, so it’s important to get it from a trusted source,” reports Shoppers Drug Mart pharmacist Christine Yu. “The Life Brand Vitamin Finder makes information about vitamins, minerals, supplements and natural health products easily accessible, and this is a great complement to speaking with a pharmacist in store or on the phone.”

Some statistics suggest the fastest growing demographic on Twitter is 55 to 64 years of age and 45 to 54 years on Facebook, retailers could be leveraging social media to capture customers’ interest. Social media is most effective if communications are frequent,

high quality and engaging. Consultants specializing in nutritional marketing and communications can help retailers produce high quality educational content for social media. Then, retailers can easily sprinkle in a few posts about in-store promotions, sales or events. Successfully engaging the 50+ consumer group online can entice them to shop at your retail location.

HOT AND TRENDY IN THE LAB Over the past few decades, there have not been new health concerns in this age group, leaving trends in this category to emerge from the laboratories instead. What’s happening in research labs around the world? Alison Duncan, Professor of Human Health and Nutritional Sciences at the University of Guelph, notes there are four areas of nutritional science worth watching with regards to the 50+ category: dietary fiber, omega-3s and vitamin D. “Dietary fiber is already accepted as a healthy food by older adults thanks to well-documented proof of its role in digestive health and prevention of diabetes, cardiovascular disease and cancer,” says Duncan. Fiber has the potential to be quickly accepted by consumers, resulting in rapid movement of products in the marketplace.

Omega-3s are famous for their cognitive benefits with new research is still emerging. EPA and DHA present high health potential at a low intake.

Most seniors are at risk of vitamin D deficiency as there are not a lot of sources of vitamin D and we tend to avoid the sun. “You don’t see a lot of people ordering milk in restaurants.There are more than skeletal health benefits to vitamin D. New research is finding links between vitamin D consumption and diabetes risk,” she says.

At retail,“PQQ [pyrroloquinoline quinone] is an exciting, up and coming product,” according to Butts.

The excitement stems from research studies, suggesting pyrroloquinoline quinone could help prevent cognitive decline and other age-related problems.

Pyrroloquinoline quinone’s anti-aging benefits could be due to its ability to beneficially affect mitochondria, decreases markers of inflammation and acts as an antioxidant in humans according to a 2013 study in the Journal of Nutritional Biochemistry.

CATERING TO OLDER CONSUMERS Is your retail location meeting the needs of this aging category? Older consumers have special nutritional needs, dexterity limitations and desire small-sized food portions.They want products with easy-to-read

labels, clearly marked for dietary restrictions and easy to open. According to Nielsen, 45 per cent of consumers believe most retail locations are not catering to the needs of older consumers.

Consider aisles dedicated to aging needs, handicap checkout lanes, electrical shopping carts and offering assistance with grocery bags. Such needs may be seen more drastically in urban areas, as Statistics Canada research shows a general population movement from rural to urban areas.

MAXIMIZING RETAIL SUCCESS Successful merchandizing of any product includes clean lines, clear signage and effective cross promotion. Creating a 50+ section in your retail location could help communicate to this powerful group of consumers that you have their needs in mind. To do this, create a clean, professional sign to help customers find your 50+ section. Within the category, use smaller signs to highlight sections of the shelf that contain products for the top health concerns of aging Canadians. Consider merchandizing products in combinations such as: greens powders, chia and probiotics for anti-aging smoothies; melatonin and essential oils for stress or insomnia; or oil of oregano, probiotics, natural hand soap and pure organic juices for immunity.

Not ready to take that leap yet? Start by creating a smaller feature on an end aisle, near the store entrance or by the cash register to highlight key products of interest to the 50+ consumer.

Retailers report an upward trend in purchases of insomnia and stress related products, whole food multivitamins, functional foods (greens, maca, chia), probiotics, iron and silica by 50+ consumers.

Maximize your sales to this powerful consumer group by cross-promoting products, creating effective displays and educating your staff.

Look outside your store’s doors to community groups, festivals, clubs and recreational organizations that cater to the 50+ demographic. Engaging with them can attract more of this lucrative category to your store.

With strong purchasing power and an average household income over $60,000, the 50+ category is an important market.“Customers are recognizing that taking a proactive approach to maintain their health is better,” says Butts.

Both manufacturers and retailers can successfully capture this market by keeping in touch with the pulse of this category, educating their consumer and watching emerging trends.

Top health concerns of aging Canadians ❯ Arthritis & Rheumatism ❯ Cancer ❯ Cardiovascular disease ❯ Cognition ❯ Diabetes ❯ Insomnia ❯ Libido ❯ Osteoporosis ❯ Vision

Lifestyle factors affecting the nutrition of seniors ❯ Disease interfering with digestion and metabolism ❯ Drug-food interactions ❯ Limited mobility reducing shopping and meal preparation ❯ Financial constraints ❯ Eating alone ❯ Psychological factors (depression, loneliness)

OCTOBER 2014 • IHRMAGAZINE.COM

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COMPANY PROFILE

THE DIGITAL EDGE Rytalo helps companies get into digital marketing by using its expertise to rocket retailers to success.

BY KAVITA SABHARWAL

R

ytalo started out four years ago as a small firm that focused on digital marketing activities from a technological perspective.

It uses its expertise while working with new companies, grants and organizations using mobile technologies and assisting companies with using them within their operations.

Moody Hashem, a digital marketing consultant for the company, explains that at its start, Rytalo worked on building mobile applications and using them to assist companies. It experienced a growing demand for not only the technology involved, yet for its services as well.

“It’s getting more complicated, not only from a technology perspective but also to help those brands utilize the different channels of marketing on the digital side to promote and to engage their clients.

That’s why we started building different services to help those organizations,” says Hashem.

After a few years, the company began focusing solely on the retail market because it saw a demand for help in this region. Rytalo has seen a growth in companies looking at mobile applications in order to have a digital presence. Whether these companies are new to digital marketing and are looking for a consultant to advise, plan and partner with them to create a strategy across all channels, or they have an e-commerce presence that they find difficult to maintain or too competitive, Rytalo has a service that can suit their needs.

42 IHRMAGAZINE.COM • OCTOBER 2014

TEAMWORK Rytalo operates in North America and the Middle East, with offices in Toronto, Dubai and Cairo, with 22 employees who work under the company’s three partners. Hashem looks after the digital marketing strategy and the plan to achieve it by working closely with his clients.The second partner focuses on the software development and operations, while the third partner handles digital marketing services and activities.

“We’re a partnership, basically. The three partners have expertise and strength in different areas,” says Hashem. “These are the three markets of what we provide as well. One is the strategy for our clients, which spans across technology, business model, engagement and marketing activities.The second is technology, development, leveraging and the software across all systems and platforms. The third are the marketing activities, social media, SEO marketing, campaigns and inbound marketing.”

Rytalo has developed the skills to deal with all these aspects because, according to Hashem, the retail market is undergoing a big transformation that retailers must contend with.

“In the last two years, we have seen lots of different technologies getting very persuasive and sophisticated. Digital activities in general have become very competitive and complicated and most retailers are either taking steps to get into different channels to promote their

products and business beyond their existing current stores and some of them take steps to find better and more effective ways of doing it and they need some help. Or they haven’t done anything and they are looking at it and trying to find an entry point,” says Hashem.“Those are the two scenarios that we work with to help the client with the strategy and partner with them to leverage all this new technology and different channels so they can expand their business and stay competitive, because that’s the big issue now.That’s basically why they come to us.”

PICK YOUR SERVICE Rytalo offers several services designed to help a company transition into the digital marketplace, including setting up an online store with optional help updating content and promotions, creating a mobile application for iPhones and Androids, creating a Facebook store that links directly to the company’s online store and handling social media, content marketing, search engine optimization and online advertising.

Rytalo has even developed a special package for digital newcomers.

“The first package is to have their own online store, mobile application or store and presence in social media,” says Hashem. “We immediately put them on this platform which would allow them to have a presence across all those channels and then help them to set up those stores, products, categories, inventory, all the logistics needed for them to start their business online across all those channels.This is the base package to set up their presence and provide them with essential parts required for them to expand into this domain.”

Rytalo’s portfolio includes Quality, an electronics and gadget retail store that resells major brands such as HP, Asus, Lenovo, Dell and Samsung at several retail stores across the U.S. and at several locations in the Middle East.

“Quality was looking for more than just launching an online website.

They were looking for a full comprehensive strategy on how to leverage the online channels to grow their revenue within their target markets without jeopardizing or creating an overhead to their current operation,” says Hashem. “Rytalo’s partnership business model clearly resonated with Quality’s need to have a partner who will be able to build the technology platform, establish processes, integrate with current processes and provide required marketing services needed to generate traffic and boost sales.”

As a result of the partnership, Quality successfully launched a fully branded online store, mobile application and Facebook store, which Rytalo fully integrates with existing store inventory management as well as customer services and call centre systems.

“The Rytalo team assisted in setting up all store configurations, product details, tax setups and shipping and handling logistics. It also fully automated the fulfillment of purchase orders and customer services with existing Quality resources,” says Hashem.“The Rytalo Internet marketing services team continuously managed all promotions and online campaigns via Google and Facebook advertising that resulted in increased consumer interactions and a growth in revenue.”

For those retailers who are unsure of introducing an online presence, Hashem warns that if they wait too long, it may be too late.

“Across the last three years, there has been a huge growth happening on the digital side and it will continue in the coming five to 10 years.

Unless they act now, they will lose the opportunity and ignore a big sector of users,” he says. “Unless they give them what they’re looking for, customers will go somewhere else.”

Hashem believes that Amazon joining the ranks of the National Retail Federation’s Top Retailers, and even breaching the top 10 of the list, bodes well for e-commerce sites everywhere, since an online retailer has never before reached that level. “You can see how it’s not a tiny niche in retail anymore, it’s beyond that,” says Hashem.

A HUMAN EXPERIENCE Customers who value human contact while making purchases won’t be left out in the cold. In reality, Hashem believes it’s easy to cater to those customers through the right application.

“You cater to consumers who prefer to come to the store, go through the products and get engaged with sales and customer service representatives one-on-one,” says Hashem.“Then there are other customers who would like to do it themselves. They don’t want to talk to customer service, they want to use technology to give them the tools to do it.”

He offers up an alternative to meet the needs of customers who prefer the human aspect of shopping. “You can still use a mobile app in the store which would allow you to request attention from the sales rep. You get in touch with them, they guide you through it, and then instead of waiting in line to complete the purchase, they can do it right through the application,” suggests Hashem. “It doesn’t have to be where you put the entire store online and you can purchase and that’s it. It can provide indirect engagement and provide users with the values, which will escalate into the purchase of products. It’s not a one-time thing that you do; it requires a plan and ongoing activities where you start somewhere with basic offerings and engagement and build on top of that.”

OCTOBER 2014 • IHRMAGAZINE.COM

43

GALLERY

IHR helped Viva Magazine celebrate its 10th anniversary in style. The Viva Glam meets Health party took place during the Toronto International Film Festival at the Windsor Arms Hotel on Friday, Sept. 12, helping to kick off CHFA East. Several industry members and celebrities were there to join in the fun, including host Sitara Hewitt of Little Mosque on the Prairie. Take a look at some of the photos from that glamorous night!

44 IHRMAGAZINE.COM • OCTOBER 2014

THANK YOU TO THE VIVA GLAM MEETS HEALTH PARTY SPONSORS

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Feature

UNDER THE MICROSCOPE: EXAMINING TODAY’S IMMUNE CATEGORY Immune category products are among the most sought-after on store shelves.

Here are the best natural treatments for your immune consumers.

BY ALLISON TANNIS, BSC MSC RHN

A

choo, sniffle, itch! We suffer from ailments such as allergies, influenza, eczema and irritable bowel syndrome when our immune systems aren’t working well.

Consumers have a growing understanding of immune health, which figuratively speaking, has given the immune retail category a fever. The immune category is experiencing hot sales growth, a virulent (high) rate of new product introductions, and it’s had an outbreak causing it to spread beyond the boundaries of a seasonal category, now holding year-round presence in stores.

Immunity is the health benefit consumers seek most from supplements, according to the 2012 Gallup Study of Nutrition Knowledge and Consumption in the United States. Most immune category sales occur during the winter months, with estimates as high as 75 per cent of total yearly sales, with the remaining occurring throughout the year with spikes in sales during allergy season.

Last winter alone, sales of cold and flu products rose 42 per cent, sales of drops and sprays jumped 31 per cent and cold medication

46 IHRMAGAZINE.COM • OCTOBER 2014

sales rose 23 per cent, according to Nielsen data ending the week of January 26, 2013. It’s also worth noting that most immune product purchases are for immediate use according to Nielsen data, suggesting more single packs (64 per cent) of throat lozenges are purchased than multi-packs.

This consumer trend is contagious and has spread into Canada.

According to Brent Palmer, Director of Category Management at Health First Network, “The immune category is definitely in growth mode… growth is being facilitated by increased education, new research and traditional ingredients finding new delivery methods that consumers like.”

With 2013 sales estimated at $2.3 billion globally (Nutrition Business Journal) it is not surprising that manufacturers are working hard to secure a footprint on store shelves in the immune category. “Everyone is trying to get to market with products that have benefits for immunity …mushrooms, hot drinks, powders, and even lozenges,” says Palmer.

AN EVOLVING CATEGORY Traditionally, the immune category has consisted of single vitamin, mineral and herbal ingredients. However, over the past decade the immune category has gained strength and credibility with the emergence of clinically studied natural substances such as Panax quinquefolius (ColdFx) and Pelargonium sidoides (Umcka).

“Different delivery methods for products like Echinacea have helped re-invigorate the category,” says Palmer.

Echinacea sales have been growing at an annual rate of about 7

per cent, making it the fastest-growing herbal category in Canada over past years, according to 2010 Nielsen data.

The immune system is made up of complicated processes that involve multiple structures in the body. There are multiple processes and locations at which a natural compound could help the immune system. This explains why there are so many natural health products with health claims related to immune health on the Canadian market. Here are some of the most popular products in the immune category.

ANTIOXIDANTS A healthy immune system relies on accurate cell-to-cell communication. Such communication is hindered by oxidative damage, which is part of the immune system’s arsenal of ways it attacks foreign things. The body uses antioxidants to neutralize oxidative damage and maintain an effectively communicating immune system. Well-known antioxidant supplements among consumers include resveratrol, quercetin, vitamins A, C, E and selenium. According to Fiddleheads of Kitchener, Kombucha, an antioxidant-rich fermented tea, is among their best sellers

OIL OF OREGANO Oil of Oregano contains the naturally occurring antioxidants carvacrol and thymol, which like other phenols, destroy pathogenic microorganisms by disintegrating their cell walls. Carvacrol and thymol also prevent glutathione depletion.

According to Stephen Case, president of Big Picture Sales and Marketing, “The oregano market is growing. Consumers are looking for support for colds and flu initially, but extend their use to bacterial or yeast infections, and topical application for headaches and joint pain…education plays a big part.”

MUSHROOMS Recent research and attention from celebrities such as Dr. Oz has resulted in the burgeoning growth of mushrooms. “Mushrooms are hot right now.

[Mushrooms] are showing incredible promise through research. It seems to be developing a whole new category,” says Palmer.

According to the May 2014 issue of the Journal of Nutrition, mushrooms may support immune health and inflammatory response through interaction with the gut microbiota, enhancing immune cell function and development of adaptive immunity.

OCTOBER 2014 • IHRMAGAZINE.COM

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Feature

HOMEOPATHICS According to Nielsen data, for twelve weeks ending December 2012 there had been no increase in sales of drugs to treat coughs and colds; however, natural cough and cold products have grown over 13 per cent, with brands like Hylands seeing increases of 19 per cent. Another top selling immune-related homeopathic is Boiron’s Oscillococcinum. A recent review of 83 studies on homeopathy suggests homeopathics have a significant effect in some conditions including influenza-like syndromes, rhinoconjunctivitis and sinusitis.

HERBS AND VITAMINS In 2012, the top-selling single herbs in the United States health food channel were turmeric, curcumin and spirulina, according to HerbalGram, the journal of the American Botanical Council. All are supported by science as having beneficial effects on the immune system. The most well known immune supplements among everyday consumers include zinc, Echinacea and vitamin C. Other immune-supporting single ingredient products include garlic, resveratrol, quercetin, elderberry, olive leaf, bee propolis and astragalus.

NETI POTS AND XYLITOL SPRAYS Improving mucus membrane health is another area of growth in the immune category. Everyone in the health industry felt Oprah’s push on neti pots a few years ago. Newer products such as xylitol-based nasal sprays are also gaining ground in this category.

PROBIOTICS Probiotics are quite possibly the segment of the immune category that has seen the greatest growth in the last decade. Sales of these products reached US$3.5 billion in North America since 2010. “Probiotics are mostly seen as a product for a healthy GI tract. However, there is a slight increase in the awareness of probiotics and their relationship with the immune system.

They are in fact one of the biggest growth areas in the North American market,” states Leonid Coloma of Lallemand Health Solutions.

48 IHRMAGAZINE.COM • OCTOBER 2014

LEADERS ON THE IMMUNE SHELF Regular leaders in IHR’s Top Sellers Review show the best selling products in the immune market are single ingredients including Echinacea, such as Webber Naturals’ Cold-A-Tak Echinilin and multi-ingredient formulations, such as Jamieson Laboratories’ Echinacea with Garlic and Ginger.

Predictions are pointing towards prebiotics as a new leader in the market. According to a 2011 Datamonitor global consumer study, over 30 per cent of consumers are highly or very highly influenced by the presence of prebotics when making product choices.

This suggests good returns could be gained by promoting prebiotics’ role in nutrition, supporting good bacteria (probiotics) in the gut and promoting immunity.

MAXIMIZING YOUR MERCHANDIZING Every other customer who walks into a store is an immune product buyer: in 2012, about 56 per cent of consumers used a supplement for immunity. Educated adults are obvious targets for immune products, though they are not the only group worth reaching out to. Market data suggests that 70 per cent of mothers look to supplements to boost their children’s immunity.

According to a 2012 survey, 90 per cent of American consumers take vitamins, minerals and nutritional supplements as a means to strengthen their immune system. From facial tissue to Xylitol nasal sprays, from herbal remedies to probiotics, the immune category is diverse and potentially lucrative. However, consumers have to be able to quickly find products that may alleviate their health concerns.

Careful and clever use of end-aisles, front windows and point of sale area can help cash in on the most common type of immune product purchase – the already sick shopper.

Smart merchandizing not only helps consumers find what they are looking for, it also highlights other products that could help them that they did not know existed. Create a cross-promotion product display that includes your most popular cough and cold products, immune-supporting supplements, green tea, essential oils, water bottles, lozenges, chicken soup, organic juice, whey protein, handkerchiefs, ecologically-friendly hand soap and neti-pots.

Successfully catching the immune consumer includes reaching outside of your store. Retailers could consider seeking out groups that involve parents, such as parent-teacher groups, and educate about alternatives to over-the-counter cough medicines, which since 2009 are no longer recommended for children. Health care workers and daycare staff who are frequently assaulted with viruses may be receptive to educational materials or presentations about natural immune products.

Making connections with local doctors and naturopaths can also be helpful to retailers: help ensure your retail location stocks the products patients are being advised to buy, and foster relationships where experts are directing customers to your retail store.

According to Nielsen, online purchase intention rates have doubled in the last three years in most categories. Get in touch with the online community through social media or your website. Consumers are looking for information on how to keep themselves and their families healthy.

The demand for immune products is expected to remain strong.

Research tracking the number of flu cases over the past 16 years suggests earlier and more severe flu seasons are occurring – potentially due to climate change. Market data suggests immune health is among the top five health concerns of consumers. It would appear the prognosis is the immune category has a fever and hot sales should be expected.

OCTOBER 2014 • IHRMAGAZINE.COM

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CAN YOU PROFIT FROM GMO-FREE PRODUCTS? GMO can be found everywhere, though many consumers are not aware of the negative effects. We explore the possibility of making a profit with GMO-free goods.

BY KAVITA SABHARWAL

50 IHRMAGAZINE.COM • OCTOBER MAY/JUNE 2014

FEATURE

T

he results of a 2012 Mellman Group poll showed 91 per cent of American consumers want to know whether GMO are present in their products, and 53 per cent of consumers said they would not purchase food with genetically modified ingredients, according to a recent CBS and New York Times poll. Consumers in both Canada and the United States have expressed an interest in finding out whether their foods are genetically engineered and wish to learn more, although unfortunately they do not always have an opportunity to because these products do not subscribe to mandatory labeling requirements.

Genetically engineered products accrue approximately $400 billion in global sales annually and that number is expected to double by 2017 to 18 per cent of the total food products available. The Non-GMO Project states that up to 80 per cent of conventional processed foods contain GMO in the United States, including many household staples such as cereals, snack bars, cookies, lunchmeats and crackers.

GMO-free product consumption is growing as well. Natural specialty foods have grown by 9.4 per cent, while non-genetically engineered foods make up 15.8 per cent of total food in North America.

Non-GMO is the fastest growing category in the natural channel.

Currently, these products represent $5 billion in annual sales of over 15,000 verified products in North America. Consumers trust verified products with the Non-GMO Project seal and products that carry the seal tend to have higher sales than their non-verified counterparts.

Graham Clarke, grocery merchandiser at Pomme Natural Market,

believes there is a huge market for non-GMO foods. “With the vast amount of information available to consumers nowadays that wasn’t necessarily readily available in the past, they are becoming more and more educated on healthy eating choices and in this case, on the impacts of GMO foods,” he says. “It’s very difficult for manufacturers to find organic, non-GMO ingredients. If these crops were more available, manufacturers would use them as the consumer demand is growing faster than the crops are available.”

WHAT’S WRONG WITH GMO? According to Michael Internicola, senior vice president of sales at Andalou Naturals, consumers are moving away from genetically engineered foods. Although North American countries do not have a ban on these products, 64 countries across the world have some sort of restriction or outright ban on GMO. “Genetically engineered foods have been sprayed by the herbicide Roundup by definition,” says scientist and non-GMO expert Thierry Vrain. “If you want to avoid the very toxic residues, then you have to avoid GMO altogether.”

According to Vrain, Roundup is now starting to fail due to weed resistance; now, farmers who wish to genetically engineer their crops are turning to 2,4-D, a stronger herbicide and an ingredient in Agent Orange.While Vrain says 2,4-D is not responsible for the birth defects experienced in Vietnam decades after the widespread use of the herbicide during the war, this chemical is far from harmless.

OCTOBER MAY/JUNE 2014 • IHRMAGAZINE.COM

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FEATURE

“It’s very difficult for manufacturers to find organic, non-GMO ingredients.

If these crops were more available, manufacturers would use them as the consumer demand is growing faster than the crops are available.”

“Dioxins are some of the chemicals that are the most toxic that we’ve ever known.They were quite widespread in Agent Orange and they are responsible for the birth defects. Hopefully the 2,4-D formulation will not contain dioxin, although it is a contaminant in the manufacturing process,” he says.

IDENTIFYING GMO IN YOUR STORE It seems that most stores prefer to integrate non-GMO with standard fare, as Randee Glassman, director of marketing, public relations and communications at Organic Garage, says her store does. For those customers who wish to avoid GMO and aren’t able to find the right information on the packaging, Glassman suggests choosing organic foods instead.

Organic products prohibit the use of pesticides and herbicides; therefore these crops cannot be genetically engineered to resist the effects of these toxins. Most large grocery stores carry organic products, however they are usually placed separately from conventional items and are priced at a premium. However, larger chain grocery stores cannot carry exclusively organic products since that could alienate a large number of their shoppers.

Clarke says that since several shoppers in natural and organic stores are what he calls “cross-over shoppers,” the store merchandises both natural (which may contain GMO) and organic goods side by side to reduce the “sticker shock” of healthier choices. Clarke says he has not seen a negative impact by merchandising these products this way since it offers a choice for consumers on whether or not they choose to pay extra money for the organic version.

“Although our preference would be to sell only non-GMO, it’s an unrealistic model at this point as many of the natural product manufacturers out there simply can’t find a steady supply of non-GMO ingredients,” he says.

Whole Foods Market also chooses to integrate non-GMO products with conventional products, as long as they fall within the same category. Kate Lowery, a spokesperson for Whole Foods, says that since all Non-GMO Project-verified goods are labeled, customers who are looking for those products can easily find them. The retailer has come out with a mandate that by 2018, every product in the store that contains GMO will be labeled as such.

“This is one of those times where doing the right thing benefits the retailer and the manufacturer. I think as consumers become more aware they will look for products that are verified and that will give them an assurance,” says Internicola. “A good natural food retailer is a gatekeeper and they should be looking to put products in their stores that they’ve signed their name to.”

CREATING A BALANCE The issue with GMO is that the demand for non-genetically engineered products is there; what is lacking is the awareness. As a retailer,

52 IHRMAGAZINE.COM • OCTOBER 2014

looking for ways to educate your clients on GMO can increase the popularity of these choices in your store.

Independent retailers can use this to their advantage, according to Internicola. “I think there’s a lot of movement around the right to know what is inside your products. It’s one of the core attributes of the natural food industry,” he says. “Most customers that come into a natural food store believe that the retailer has verified that the products in that store are good and clean. Retailers and manufacturers need to work together. They need to take that message into the store using their point of sale and saying these products are non-GMO and communicating to their customers why they have these products in their stores.”

Merchandising to create interest in non-GMO products can be difficult, because although most consumers would avoid them if these products were clearly labeled, putting special emphasis on non-GMO merchandise can hurt sales of other foods.

Lowery says Whole Foods does not make an effort to separately market these products. She says they have experienced a huge amount of growth due to rising demand for natural, healthier foods. However, she does not believe that encouraging non-GMO would hurt sales of more conventional products.

“We’re not about necessarily pushing non-GMOs. What we do is give customers a choice and let them decide,” she says.

Clarke believes placing an emphasis on buying non-GMO would not impact sales of conventional products since price is often a factor for shoppers. “This comes back to the whole idea of buying organic versus conventional. In some families, it’s just not affordable,” he says.

“The good thing is that as more people buy organic, the cheaper it costs to produce, so hopefully in the future the price of conventional versus organic will be more in line, at which point there will be a drop in conventional food consumption.”

For discerning shoppers, the Non-GMO Shopping Guide is an online resource that lists non-GMO grocery products in every category. A conventional retailer may not want to carry exclusively these products since that might transition them into a health retailer, alienating mainstream customers. However, carrying a balance of conventional and GMO-free products is a smart way to appeal to every consumer. If your store is larger, consider creating a separate section solely for natural foods where you can include non-GMO selections.

That way, shoppers can choose which section to shop in without negatively impacting the sales of more mainstream products.

Since sales of organic and non-GMO products are only growing, consider only carrying labeled products as a first step. Get informed and pass that information along to consumers, keeping them informed on what is contained within those crops and what it means for their health. Keeping GMO out of stores and out of the hands of knowledgeable consumers will ensure the popularity of non-GMO products and the retailers that carry them will only grow.

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STEP 1 STEP 1

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

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

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

54 IHRMAGAZINE.COM • OCTOBER 2014 54 IHRMAGAZINE.COM • JUNE 2014

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Increase Mobility with

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* Based on sales. Source: Nielsen MarketTrack, National All Channels, 52 Weeks Ending June 28, 2014.

Ruff, K.J., DeVore, D.P., Leu, M.D., Robinson, M.A. (2009). Eggshell membrane: a possible new natural therapeutic for joint and connective tissue disorders. Results from two open-label human clinical studies. Clin Interv Aging, 4:235-40. Epub 2009 Jun 9.

Ruff, K.J., Winkler, A., Jackson, R.W., DeVore, D.P., Ritz, B.W. (2009). Eggshell membrane in the treatment of pain and stiffness from osteoarthritis of the knee: a randomized, multicenter, double-blind, placebo-controlled clinical study. Clin Rheumatol, 28(8):907-14. Epub 2009 Apr 2.

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