NPA Now Winter 2014

Page 1

NOW WINTER 2014

IN THIS ISSUE‌ Natural Products Day Learn what to expect and be prepared to take Capitol Hill by storm on April 8......................... 6 chemical free children Avoiding ingredients to keep kids safe .............................. 10 The Popular Polyphenol An in-depth look at this in-demand compound.................. 14 the Battle Against Dietary Supplement Misinformation Retailers are key............................ 13

TABLE OF CONTENTS Letter From the President.... 2 NPA News.................................... 3 member News............................ 4 Natural Seal ........................... 10 For Retailers ........................... 12 Dietary Supplements............. 13 Trending Markets ................. 14 Regions .................................... 17 Upcoming Events.................. 17 Contact NPA............................ 18

FEATURE Natural Products Day April 8, 2014!

P. 6


Natural Products Association Board of Directors

Letter From The President Welcome to the Neighborhood!

Executive Committee

Greetings to my fellow industry professionals! I’m thrilled to be representing the industry as president of the Natural Products Association!

Roxanne Green, President

PCC Natural Markets, Seattle, Wash.

Mark LeDoux, Treasurer Natural Alternative International, Inc., San Marcos, Calif

Jon Fiume, Chair, Retail Council Mustard Seed Market & Cafe Solon, Ohio

Jane Drinkwalter, Chair, Supply Council Vitamer Laboratories, Irvine, Calif.

Jeff Wright, Past-President Wright’s Nutrients, New Port Richey, Fla.

For those I have not met yet, I’ve been in the natural products sector for more than 30 years with PCC Natural Markets in the Seattle area. During my tenure, I’ve worked in many departments, served as assistant store manager and helped to open new stores. My passion for natural products has led me to the Health and Beauty Care department at the Redmond store, where I mentor and educate staff while also cultivating vendor relations. This role also involves screening main ingredients for PCC’s personal care products.

Directors

Additionally, I’ve been an active NPA member for many years and served on the NPA Northwest board for 10 years, including four as president.

Donnie Caffery Good Foods Grocery, Inc., Richmond, Va.

I’m excited to lead a new and growing staff team at NPA with CEO John Shaw and Senior Vice President of Membership and Marketing Gabrielle Alahouzos, plus new COO and SVP of Regulatory Affairs Andy O’Hare. We’ll also be bringing on a new food scientist soon, as well as additional staff to better serve our widespread membership.

Carolyn Behrman Natural Choices for Healthy Living, Columbus, Ind.

Jane Drinkwalter Vitamer Laboratories, Irvine, Calif. Jon Fiume Mustard Seed Market & Cafe, Solon, Ohio Roxanne Green PCC Natural Markets, Kirkland, Wash. Karen Greenway, President, NPA-SE Region Get Healthy, Brooksville, Fla. Ben Henderson Bare Essentials Natural Market, Boone, N.C. Frank Jaksch Chromadex, Irvine, Calif. Harvey Kamil NBTY, Inc., Ronkonkoma, N.Y. Mark LeDoux Natural Alternative International, Inc., San Marcos, Calif.

With my natural products expertise and passion, I’m eager to serve all NPA member needs—from retailers, to ingredient suppliers, end-product manufacturers and more! Please email me at president@npainfo.org anytime with your concerns about the industry and how I can help serve you as NPA President. I look forward to hearing from you!

I’m excited to lead a new and growing staff team at NPA!

In good health,

– Roxanne Green, NPA President

Greg Leonard KeHE Distributors, LLC, Elkton, Fla. Michele Lobo Presence/Dynamic Presence, Boulder, Colo. Emil Mahler Southtown Health Foods, Chicago, III John Montague, President, NPA-East Region Web Vitamins, Windsor, Conn.

NOW

Angie O’Pry-Blades, President, NPA-SW Region Fiesta Nutrition Center, Monroe, La. Nick Pascoe, President, NPA-NW Region Bear Foods Natural Market, Chelan, Wash. Howard Pollack Rainbow Acres, Los Angeles, Calif. Al Powers NOW Foods, Bloomingdale, Ill. J.R. Rigley J.R. Watkins Naturals, Wayzata, Minn. Dave Sullivan General Nutrition Centers, Inc., Pittsburgh, Pa.

WINTER 2014

E…

IN THIS ISSU

DAY PRODUCTS NATURAL to expect and l Hill Learn what to take Capito be prepared ............... 6 April 8 ......... by storm on REN FREE CHILD CHEMICAL ients to ........... 10 Avoiding ingred .................. keep kids safe HENOL LAR POLYP THE POPU look at this 14 An in-depth ................. compound in-demand DIETARY E AGAINST ATION THE BATTL T MISINFORM SUPPLEMEN ........................... 13 key Retailers are

TENTS

TABLE OF CON

... 2 THE PRESIDENT LETTER FROM 3 ................. .................. NPA NEWS ......... 4 .................. MEMBER NEWS 10 ................. SEAL ......... NATURAL 12 ................. LERS ......... FOR RETAI ... 13 ......... TS EMEN DIETARY SUPPL ................ 14 MARKETS TRENDING 17 ................. .................. REGIONS ........ 17 EVENTS ......... UPCOMING ......... 18 NPA .................. CONTACT

Jeff Wright Wright’s Nutrients, New Port Richey, Fla.

2

FEATU RE

cts Day Natural Produ ! April 8, 2014

Connie Williams, President, NPA-MW Region, Food for Living, Defiance, Ohio

P. 6

ON THE COVER Your All-Access Pass to Capitol Hill NPA’s annual Natural Products Day is your chance to meet with members of Congress about the issues that matter most to you. Held April 8 in Washington, D.C., the annual advocacy event brings NPA members together for prearranged meetings with their senators and representatives. It is crucial industry comes together to educate members of Congress about the issues facing the natural products industry this year, and remind legislators of the wellness benefits and potential health care cost savings our industry provides.

You know your business helps consumers live healthier lives - make sure Congress knows too.

Natural Products Association • NPAinfo.org


Association News

Welcome New Members Greentree Grocers

The Seaweed Bath Co.

Enduropacks

Midvale, Utah www.greentreegrocers.com

Austin, Texas www.seaweedbathco.com

New York, NY www.enduropacks.com

Evergreen Juices, Inc.

NaturalIndustryJobs.com

Happy Farm Botanicals

Thornhill, Onatrio, Canada www.evergreenjuices.com

Woodland, Calif. www.NaturalIndustryJobs.com

Odenton, Md. www.happyfarmbotanicals.com

VNH LLC

Ancient Olive Soap, Inc.

JWoods & Associates

Kenilworth, NJ www.vitanherbs.com

Greensburg, Penn. www.ancientolivesoap.com

Issaquah, Wash. www.jwoodsexecs.com

Mountain Valley Spring Co.

PurMEDICA Nutritional Science,Inc.

Great Earth Nutrition

Hot Springs, AR www.mountainvalleyspring.com

Chicago, Ill. www.purmedica.com

West Des Moines, Iowa

Cactus Botanics Limited

Conscious Light Wellness

Alhambra, Calif. www.cactusbotanics.com

Phoenix, Ariz. www.eneregeticinsights.com

New York, NY www.garynull.com

Apricot Power

Ecology Health Center

Lakeport, Calif. www.apricotpower.com

San Diego, Calif. www.crohns.net

Tritele LLC

Yeyeo Botanica

Eugene, Ore.

South Orange, NJ www.yeyeo.com

Albert Max, Inc.

Probium, LLC

Gary Null & Assoc, Inc.

Tomorrow’s Nutrition Minneapolis, Minn. www.tomorrowsnutrition.com

Liver Medic Moodus, Conn. www.livermedic.com

Simpor Pharma Sdn Bhd

Wausau, Wisc. www.uaslabs.com

Bandar Seri Begawan, Brunei Darussalam www.simporpharma.com

Fayetteville, AR

Dead Sea Moringa

Morhaim Pharmalab, Inc. Miami, Fla.

Lively Up Your Breath

Fairland, Ok. www.deadseamoringa.com

Lamar Plaza Drug Store

American Fork, Utah www.goodearthnaturalfoods.com

Chino, Calif.

Nutrimental Marketing

Simi Valley, Calif. www.livelyupyourbreath.com

Quit Tea LLC

Austin, Texas www.cpdwellness.com

Good Earth Natural Foods

Greenwich, Conn. www.quittea.com

Editor: Lauren Cohen Graphic Designers: Kim Dow, Jen Tyler, Kalico Design, www.kalicodesign.com

NOW

Contributing Staff: Joy Akins, Olivia Igbokwe, Meredith Kleeman, Amber Littlejohn, Vicki Whitsitt

Send inquiries to the Natural Products Association at: 1773 T Street, NW Washington, DC 20009 (800) 966-6632 Fax: (202) 223-0250 E-mail: natural@NPAinfo.org

The views and opinions presented by contributors to Natural Products Association Now are their own and not necessarily those of the Natural Products Association. Further, the Natural Products Association makes no warranty or representation as to the accuracy or sufficiency of the information contributed by outside sources, and assumes no responsibility or liability regarding the use of such information. Winter 2014 • NOW

3


Member News Essential Formulas Incorporated Announces New Assistant Director of Education Essential Formulas Incorporated (EFI), North American distributer of Dr. Ohhira’s Probiotic and CHIA OMEGA formulations, welcomes Ms. Claire Goodson as their new Assistant Director of Education.

Keith Kantor Publishes Children’s Novel Longtime industry supporter Keith Kantor has published a children’s book, Green Box League of Nutritious Justice Collector’s Edition: A World of Health Excellence for Children and Their Families. This book is a fun adventure for kids to explore, a toolbox of tips and tricks for parents and teachers, an exercise guide, a cookbook, a library of resources on getting the most out of your kitchen and local market, a collection of treats and surprises, and a call to action to make the best choices for your health at any age. Members can purchase the book from Amazon.com.

Ms. Goodson will be initiating training initiatives as well as supporting the Director of Education in product education; training brokers, retail managers and sales associates; supporting sales through the production of original materials; attending tradeshows and conferences; and staying abreast of new advances in probiotic and omega-3 health. Ms. Goodson joined the EFI team in 2011 as an intern and assistant to the Chief Operating Officer. She worked in

Ms. Goodson graduated cum laude from Texas A&M University with a Bachelor of Business Administration in Finance. She was a member of the National Collegiate Honor Society. Essential Formulas was established in 2000 as the sole U.S. distributor of world-renowned microbiologist Dr. Iichiroh Ohhira’s award-winning probiotic dietary supplements and skin care products. Today, the company also distributes the CHIA OMEGA® line of dietary supplements. For more information call (972) 255-3918 or visit www.EssentialFormulas.com.

Croda Becomes First Fish Oil Raw Material Supplier to Achieve IFOS Certification Nutrasource Diagnostics Inc. (NDI) announced that Croda Health Care has become the first omega-3 fish oil supplier to achieve the 5-Star IFOS™ Supplier Certification for their full range of Incromega™ brand fish oil concentrates. Nutrasource Diagnostics Inc. (NDI) is the developer and exclusive provider of the International Fish Oil Standards™ (IFOS™) Program. The IFOS™ Program is a third party certification program that tests fish oils to the highest, most stringent standards for omega-3 content, contaminants and stability worldwide. Available to finished products and brands since its launch in 2004, IFOS™ has expanded its services to the raw material industry with Croda as the first adopter. “Beyond certifying brand name omega-3 products, IFOS™ will now certify raw material suppliers to further

4

the company’s marketing and finance departments while acquiring knowledge of their award-winning probiotic formulations.

Natural Products Association • NPAinfo.org

demonstrate and showcase to consumers, retailers and other stakeholder groups the nutritional quality, stability and purity of this industry group in an even more transparent way,” says William Rowe, President and CEO of NDI and co-founder of the IFOS™ Program. “We are delighted to launch our IFOS™ raw materials program with Croda, a company committed to providing the global market with premium purified omega-3 oils.” Croda’s enrolment in the IFOS™ Program, and their achievement of a 5-Star Supplier Certification, publicly showcases the high quality of their oil and also assures their customers that the fish oil they purchase is consistently of the highest quality. It also provides confidence that Croda’s end brand products are able to achieve the desirable IFOS™ Consumer 5-Star status.


Member News Parchem Fine & Specialty Chemicals Announces Key Promotion Within Leadership Team On January 1, Parchem fine & specially chemicals announced the promotion of Luigi Magliaro as the Vice President of Product Development—effective January 1, 2014.

out Parchem’s leadership team and further primes it for the explosive growth the company has been experiencing over the last several years,” stated, Ephraim Rabin, CEO of Parchem.

Luigi has been with Parchem, the leading global marketer of specialty raw materials, servicing the cosmetics, nutrition, coatings, pharmaceuticals and specialty chemicals industries, for many years. Prior to his promotion he led Parchem’s specialty division headquartered in the United States, primarily leading business development of distinct products in the specialty group. In his new role, he will provide project leadership to further expand the specialty division globally, which includes Europe, Asia, South America and North America. “The promotion rounds

At large, while Luigi has spent years contributing to the companies extraordinary growth, this new role increases his responsibilities by allowing him to establish blueprints for the sales team by forecasting trends in viable markets, which will sustain the company’s competitive advantage. In addition, the responsibility of overseeing major accounts to cultivate strategic alliances in the short and long-term. In the chemical industry, Luigi has upward of 13 years’ experience. His background lends itself to global

marketing and distribution of specialty chemical intermediates. His hallmark in the industry is reflected by his in-depth science background and keen ability to develop niche markets. Additionally, his unique ability to build business platforms and opportunities has been a major point of distinction for this seasoned chemical pioneer. “The impact of Luigi’s new promotion to the business will ensure continued overall growth and sustainability for the Parchem specialty chemical division and the Parchem—fine & specialty chemicals company as a whole”, said Ephraim Rabin, of Parchem - fine & specialty chemicals.

PowerICE™, Steamboat Springs, CO PowerICE is a product that delivers healthy, electrolyte—replenishing hydration in the form of a delicious frozen bar. Delivered dry, (shelf stable) PowerICE bars are low calorie, all natural, cholesterol and caffeine free, gluten free, fortified with vitamin C and contain no high fructose corn syrup. PowerICE includes one unique quality missing in virtually every other hydrating product on the market: the thermal cooling qualities of a frozen product. Researched, tested, and headquartered in Steamboat Springs, Colorado, home

to more U.S. winter Olympians than any city in the U.S., making it the perfect playground to test and research such a product.

We currently offer two flavors, Orange Blast and Lime Kicker and will be adding Grape Score and PomegranateRaspberry Rip in March of 2014.

Hospitals patients are realizing a significant benefit over the ice chips and Popsicles® they’ve received for decades.

For more information visit www.powerice.com or call us at 888-456-7373

Parents appreciate the health and wellness of PowerICE as it provides a low calorie healthy snack to their loved ones. Kids love PowerICE because it tastes great while helping them stay hydrated.

Winter 2014 • NOW

5


Feature

Natural

Products Day April 8, 2014 By Olivia Igbokwe & Amber Littlejohn

The Natural Products Association (NPA) would like to encourage all of you to attend this year’s Natural Products Day. The 17th annual advocacy day for natural products is quickly approaching and will be held April 8 on Capitol Hill in Washington, D.C. Natural Products Day (also referred to as Lobby Day) allows attendees in the industry a rare chance to meet with members of Congress in order to voice their concerns in person. Natural Products Day participants will visit Capitol Hill offices to meet with senators, representatives and their staff to discuss legislation and regulatory activity affecting the natural products industry. But don’t worry – we won’t send you in unprepared. On the day of the event, attendees will participate in a Lobbying 101 breakfast seminar, featuring a high-profile congressional guest speaker. The advocacy team will give attendees an all-access guide on how to lobby effectively. Following afternoon Capitol Hill meetings, NPA will host a Congressional Champions Reception, during which you will have the opportunity to thank other senators and representatives who work hard to support initiatives important to the industry. Not only will this serve as the perfect opportunity to show our champion politicians our appreciation for their efforts, but it will also illustrate our strength as an industry. In Washington, there is power in numbers, so let’s show these lawmakers just how powerful we can be as an industry. The goal of Natural Products Day is to help maintain and increase support on Capitol Hill by informing members of Congress about legislation and regulations affecting the natural products industry. Retailers, suppliers and supporters will meet with congressional offices on a variety of 2014 issues.

6

Natural Products Association • NPAinfo.org


Feature

2014 Issues Genetically Engineered Right-to-Know Act

NPA continues to strongly support a consumer’s right to know if the food he or she eats is genetically engineered (GE) or contains GE ingredients, and urges Congress to preempt state GE labeling laws to create a uniform federal standard for GE labeling. In an effort to protect a consumer’s right to know if the food he or she eats is genetically engineered, the Genetically Engineered Right-to-Know Act was introduced in identical bills in the House and Senate in 2013. The legislation proposes to amend the Federal Food, Drug, and Cosmetic Act (FD&C Act) to deem a food misbranded if it is genetically engineered or contains GE ingredients, unless such information is clearly disclosed. In the last decade, consumers have grown increasingly concerned about the impact of GE foods and ingredients in the modern food supply. Proponents of GE foods presume GE foods are safe when biologically identical to their non-GE equivalents with no proven health risks for humans. Many natural food consumers counter that safety presumption with concerns regarding GE food’s potential allergens, toxicity, antibiotic resistance, and potentially negative impacts on the environment and food supply. A uniform federal standard is essential to ensure that GE labeling laws reflect current, independent, scientific, data regarding the nature and safety of GE foods and ingredients. Furthermore, this debate spurned nearly half the states to introduce GE food labeling laws. The piecemeal implementation of GE food labeling laws imposes inefficient barriers on interstate commerce and would force companies to comply with various potentially conflicting state regulations. A well-crafted federal standard could prevent private enforcement actions, stopping ineffective and costly litigation. NPA continues to believe that consumers have the right to be informed whether genetically modified components are in their food. NPA supports and encourages a federal law promoting a uniform standard for the labeling of non-GMO foods, and opposes a private enforcement provision to impose compliance. NPA supports the FDA consistently reviewing the concept of bio-equivalency of genetically modified ingredients in light of the most recent scientific studies. NPA urges Congress to fully explore the Genetically Engineered Food Right-to-Know Act to preempt state GE labeling laws to establish a uniform federal standard for GE labeling that provides natural products consumers with information they need to make informed choices about GE foods.

Family Health Retirement and Investment Act of 2013 This act allows reimbursement for dietary supplements from Health Savings Accounts (HSAs) and Flexible Spending Accounts (FSAs), up to a cap of $1,000 per year. Health FSAs allow participants certain tax benefits for medical expenditures as defined in section 213(d) of the Internal Revenue Code. Tax regulations interpret such expenses as incurred primarily for the “prevention or alleviation of a physical or mental defect or illness.” Expenses also should be covered for dietary supplements and qualifying meal replacement products because incentivizing disease prevention by establishing tax deductibility for dietary supplements will promote public health and reduce our nation’s out-of-pocket medical expenses. Current law allows prescription drugs to be covered by Flexible Spending Account (FSA) dollars but does not allow the same treatment for dietary supplements. In the long run, wider use of these supplements can lead to substantial savings. For example, an increase in omega-3 fatty acids can reduce coronary heart disease among the over-65 population, saving an estimated $3.1 billion. This legislation would also greatly impact our industry for the better since more families will have funds to access supplements.

Please join me in making our collective voice heard on Capitol Hill this April. For more information and to register for Natural Products Day 2014, visit www.NPAinfo.org/NPD14.

Winter 2014 • NOW

7


Feature Dietary Supplement Labeling Act of 2013 Re-Introduced in 2013, DSLA would amend the Food, Drug, & Cosmetic Act (FDCA) to create new registration, labeling, and reporting requirements for dietary supplements. NPA believes this legislation would create redundant and unduly burdensome regulations for dietary supplements. The bill proposes to amend the Food, Drug, and Cosmetic Act (FDCA) to (1) require the Secretary of Health and Human Services (Secretary) to contract with the Institute of Medicine (IOM) to evaluate the safety of, and impose mandatory labeling requirements for, dietary supplement ingredients and proprietary blends that IOM determines could pose potential health risks; (2) require FDA to compile a list of dietary ingredients and proprietary blends the Secretary determines may cause potential health risks; and (3) requiring manufacturers to submit a description of each dietary supplement product manufactured by the facility, a list of all ingredients in each dietary supplement, and a copy of the label and labeling for each product. The bill is based on the flawed presumption that the current framework for dietary supplement regulation does not provide the Food and Drug Administration (FDA) with means or authority to protect consumers from unsafe or adulterated dietary supplements. This presumption is patently untrue. The Dietary Supplement Health and Education Act (DSHEA) amended the FD&C Act to authorize the Secretary to ban immediately any dietary supplement or dietary ingredient that she believes poses an “imminent hazard” to public health; require pre-market notification and scientific substantiation of safety for use for all new dietary supplement ingredients; and created stringent good manufacturing practices regulations to minimize and prevent the contamination and adulteration of dietary supplements. DSHEA and other laws create an extensive regulatory framework for dietary supplements that provides comprehensive consumer protection and gives the FDA adequate power to oversee supplements and immediately ban dietary ingredients or dietary supplement products that pose a danger to consumers. The largely redundant and impracticably costly regulations proposed for dietary supplements in the DSLA bill would not increase consumer protection and would create more work for the already resource-challenged agency that is working to implement sweeping food and supplement safety reform under FSMA.

Designer Anabolic Steroid Control Act (DASCA) Re-introduced in February 2014, this legislation proposes to amend the Controlled Substances Act to expand the list of substances defined as “anabolic steroids,” including “designer anabolic steroids,” unlawfully marketed as dietary supplements. This legislation would authorize the Attorney General to issue a temporary order to temporarily schedule any substance or drug that is (1) substantially similar to an anabolic steroid; (2) intended to promote muscle growth or cause similar effects to testosterone; or (3) marketed in a manner that suggests it will produce similar effects, to immediately remove these substances or drugs from the dietary supplement market until the Attorney General can determine if they meet the criteria to be considered an anabolic steroid. Furthermore, DASCA would exclude from such regulations, dietary supplements that contain safe dietary ingredients with testosterone-like effects; enhance criminal and civil penalties for possessing or trafficking an anabolic steroid, or product containing an anabolic steroid, unless it bears a label clearly identifying the anabolic steroid; and authorize the Attorney General to collect data and analyze products to determine whether they contain anabolic steroids and are properly labeled as such. Under the current law, a designer anabolic steroid could be introduced into the dietary supplement market before DEA could determine its anabolic effects and determine whether to regulate the ingredient as a controlled substance. The Drug Enforcement Agency (DEA) adheres to a stringent process to schedule substances and remove them from the market. This process can take up to three years to complete. Meanwhile, a potentially dangerous product containing an anabolic steroid could continue to be marketed to uninformed consumers seeking a safe dietary supplement. DASCA provides DEA with the means and authority to identify designer anabolic steroids masquerading as dietary supplement to immediately remove them from, or prevent bad actors from introducing them to, the market for lawful and safe dietary supplements. Marketing anabolic steroids as dietary supplements is a crime that poses potential health risks to uninformed consumers, and undermines their right to make informed choices about nutrition and drug treatment options. DASCA’s enhanced criminal and civil penalties would support DEA efforts to investigate and prosecute criminals that market designer anabolic steroids as dietary supplements. NPA supports these strong proactive measures to protect dietary supplement consumers from the criminal actions of an unlawful few.

8

Natural Products Association • NPAinfo.org


Feature Dietary Supplement Caucus This group of legislators seeks to enhance congressional attention to the role of dietary supplements in health promotion, and addresses the regulation of the dietary supplement industry. NPA wants to grow this caucus and encourage new industry champions. Sen. Orrin Hatch, R-Utah, and retiring Sen. Tom Harkin, D-Iowa, are current caucus members. An educational briefing, “Smart Prevention: Health Care Cost Savings Utilizing Dietary Supplements,” was held for Capitol Hill staff last December by the Congressional Dietary Supplement Caucus (DSC), in cooperation with the leading trade associations representing the dietary supplement industry. This was the third DSC educational briefing for the 113th Congress and the 18th briefing since the DSC was formed in 2006.

Getting to Know Senator Martin Heinrich, Democrat from New Mexico Martin Trevor Heinrich (born October 17, 1971) is the junior United States Senator for New Mexico, in office since 2013. Senator Heinrich won the Senate seat vacated by retiring Senator Jeff Bingaman in 2012. Prior to his tenure as a United Sates Senator, Heinrich was the U.S. Representative for New Mexico’s 1st congressional district from 2009-2012. Senator Heinrich was born in Fallon, Nevada, the son of Shirley A. and Peter C. Heinrich. He graduated from the University of Missouri in 1995 with a bachelor’s degree in mechanical engineering, and later took graduate courses at the University of New Mexico. From 1996 to 2001, he served as Executive Director of the Cottonwood Gulch Foundation, a New Mexico non-profit organization dedicated to educating young people on natural science and the environment, and founded his own public affairs consulting firm. Prior to being elected to the U.S. Senate, Heinrich served two terms in the U.S. House of Representatives where he voted to cut taxes for the middle class, worked to make college more affordable, improved benefits for veterans, opposed cuts to Social Security and Medicare, and championed the DREAM Act as an original cosponsor. Heinrich passed the Helping Expedite and Advance Responsibility Tribal Homeownership Act to remove barriers to homeownership for Native families and lead the effort in Congress to reauthorize the Indian Health Care Improvement Act.

critical to New Mexico. While serving on the House Armed Services Committee, Heinrich fought to secure language in the National Defense Authorization Act of 2010 that prohibited the retirement of the 150th Fighter Wing from Kirtland Air Force Base, helping to preserve nearly a thousand jobs. On the Natural Resources Committee, Heinrich’s leadership was integral in managing public lands and developing the country’s energy resources, both prominent assets to his home state of New Mexico. The Senator is an avid sportsman and a lead proponent of preserving New Mexico’s public lands and wildlife. New Mexico families have long histories of using public lands for hunting, fishing, and outdoor recreation. In New Mexico, outdoor recreation generates $6.1 billion annually in consumer spending, 68,000 direct New Mexico jobs, and $458 million in state and local tax revenue. Fighting for public access to public land and conservation has always been a centerpiece of Heinrich’s public career. As a member of the Senate Committee on Energy and Natural Resources, he will continue to ensure New Mexico’s public lands remain protected for families and future generations to enjoy. Senator Heinrich has expressed his support for the natural products industry and we hope all of you will show him our appreciation for his dedication to this industry.

As a House member, Heinrich served on the House Armed Services Committee and the Committee on Natural Resources – positions that are both personally meaningful to him and

Winter 2014 • NOW

9


Natural Seal

Chemical-Free

Children

By Joy Akins

When you have a baby, one of your many goals in achieving your mission as a parent is to protect your child’s sensitive skin from harsh chemicals. Maybe you pre-wash all your baby’s clothes with detergent made for sensitive skin and sanitize anything that they could come into contact with. Or look for baby wash, shampoo, lotion and/or sunscreen that won’t harm their skin. Browsing the shelves of baby care products, it would be hard to miss the labels claiming “no parabens, phthalates, SLS, etc…” What does it mean? Or is it all just a marketing ploy?

10

Natural Products Association • NPAinfo.org


Natural Seal So many consumers say, “I just want to find a product that’s natural or organic so that I know it will be safe to put on my baby’s skin.” Parabens have been a hot topic for years, and for good reason: they are cheap, synthetic ingredients used to prevent microbial growth. Unfortunately, parabens mimic estrogen in the body, possibly leading to the rise in genital abnormalities in boys, early puberty in girls, and development of breast cancer. In fact, there is enough concern that manufacturers have found alternatives because they don’t want to risk it. Phthalates might not be listed on the label but companies love to market the fact that they don’t use them. Why is this? Phthalates are nasty little compounds that find their way into hundreds of products, specifically fragrances, nail polishes, and hairsprays. They are endocrine disrupters and studies have shown they cause reduced sperm count, and have been linked to liver cancer. Companies are doing their part to ensure these synthetic compounds don’t show up in their products.

Formaldehyde Donors – you might see one on a label such as Quaternium-15, DMDM Hydantoin, or Diazolidinyl Urea – are preservatives that work by releasing formaldehyde. When I hear formaldehyde, I think back to science class and the embalmed frog lying on the lab bench. Depending on the level of exposure, formaldehyde is toxic, allergenic, and carcinogenic. There are all sorts of limitations on its use and because of this, most manufacturers take the safe route and avoid it all together. Sodium Lauryl Sulfate (SLS) and Sodium Laureth Sulfate (SLES) have sparked a lot of controversy over the past few years. These surfactants are what causes foaming in shampoos, toothpastes, and cleansers. SLS can cause skin and eye irritation. SLES is the less-irritating version but undergoes a synthetic process called ethoxylation which can produce 1,4-dioxane – another carcinogen – as a byproduct. The important question here is, do we even need foam for our baby wash to work? Not necessarily, but some products still have them.

Oxybenzone and Dimethicone are chemicals used in sunscreens. Oxybenzone is a synthetic ingredient that gets absorbed into the skin and potentially disrupts hormone balance. While dimethicone is still a synthetic ingredient its main function is to allow the cream to spread easily and to provide a protective barrier on the skin. By having that barrier, it now traps all the ingredients in the product on your baby’s skin and allows the skin to absorb the chemicals that could potentially cause harm to your child. The important part is when you’re at the store, looking at a product label, it’s hard to know what to buy. So many consumers say, “I just want to find a product that’s natural or organic so that I know it will be safe to put on my baby’s skin.” Is there a way for them to know which products don’t contain these synthetic chemicals without getting a master’s degree in chemistry? Yes, if the product has a third-party certification, like NPA’s Natural Seal or USDA’s organic seal.

Look for the seals so you know that you are investing in a truly natural product for your child’s precious skin.

Winter 2014 • NOW

11


For Retailers

Industry Loses

DSHEA Trailblazer

It is with great sorrow that WholeFoods learned of the passing of Rae Howard, an irreplaceable figure in the Natural Products Industry, co-founder of Good Earth Natural Foods, and beloved wife, mother and grandmother. She passed away on February 8. In 1973, Howard, along with her husband Ken and mother Ann Geaslin, founded the influential natural products store Good Earth Natural Foods in Provo, UT, which grew tremendously into its now five locations. In 1998, Good Earth was named one of the top 100 health food stores in the country by Health Food Business Magazine, and it received WholeFoods’ Retailer of the Year Award in 2009. Good Earth became a political center during the Dietary Supplement Health and Education Act (DSHEA) battle, of which Howard was at the forefront. In 1992, Howard, then president of the Rocky Mountain Nutritional Foods

12

Association (RMNFA), helped write the precursor to DSHEA called the Health Freedom Act. She presented it to both Senator Orrin Hatch and the NPA; she then fought tirelessly to get the monumental bill passed. In addition to RMNFA, Howard was the founder and president of Utah’s Health Forum, a grassroots lobbying organization dedicated to educating the public about legislation and how they could contact a representative to express their opinion. Her work with the organization spurred many natural products consumers to contact the FDA in support of DSHEA, a movement that tipped the scales in the industry’s favor. Her dedication to and passion for the Natural Products Industry were a big part in the passing of DSHEA, as well as the state of the industry today. Howard went on to become the president of the Natural Products Association from 1995 to 1997, where

Natural Products Association • NPAinfo.org

she worked to improve nutritionally related social action, such as improving school lunches. Howard will be sorely missed not only by family and friends, but also by the entire industry she worked so hard to protect. Donations in her honor may be made to American Heritage School for Keaton’s light, a perpetual program benefiting their library by purchasing children’s books. Send c/o Dallas Harris, P.O. Box 246, American Fork, UT 84003. Tributes and messages to the family may be sent to www.warenski.com.

Published in WholeFoods Magazine, March 2014


Dietary Supplements

Retailers Are the Leaders in the Battle Against Dietary Supplement Misinformation By Amber Littlejohn For dietary supplement manufacturers and suppliers, regulations are a day-to-day reality. Supplements companies invest substantially in quality control programs and cutting-edge research to meet and exceed the standards set in federal and state regulations. However, it is dietary supplement retailers that stand on the frontline of defense against supplement misinformation. Charged with this task, retailers want quick and accurate answers to the question, “Are dietary supplements regulated?” Here are seven easy-to-understand points retailers can share about dietary supplement regulation. §§ Dietary supplements are regulated. The primary source of dietary supplement regulations is the Dietary Supplement Health and Education Act of 1994 (DSHEA). The Food and Drug Administration (FDA) is the primary administrator and enforcer of DSHEA. Under DSHEA, supplement regulation includes formal regulations (specific and highly detailed rules with the force of law), guidance documents (detailed outlines that present FDA’s thinking about how to meet the requirements of the law or regulation), and enforcement actions. §§ Dietary supplement regulations are strict and effective. In fact, DSHEA strengthened pre-existing regulations to increase supplement safety and prevent contamination. Currently, the FDA is working to implement the Food Safety Modernization Act (FSMA), which overhauls the FDA’s food safety programs to ensure safety standards keep pace with emerging industry practices. §§ Dietary supplements are regulated by numerous government agencies. In addition to the FDA, supplements are regulated by agencies including the Federal Trade Commission (FTC) and the Environmental Protection Agency (EPA). Dietary supplement regulations cover a broad range of

areas from product safety to environmental protection. §§ Dietary supplement companies must adhere to rigorous manufacturing standards. These standards are known as the Dietary Supplement Good Manufacturing Practices (GMPs). The FDA vigilantly enforces this voluminous set of regulations that includes detailed requirements for sanitation, quality control, and manufacturing to ensure consumers receive safe, quality, dietary supplements. §§ Not just any product can be a “dietary supplement.” A dietary supplement must be made with a “dietary ingredient” such as a vitamin, mineral, herb, amino acid, a dietary substance used to supplement the diet, or a concentrate, metabolite, constituent, extract, or combination of the aforementioned ingredients. §§ Companies must maintain evidence the “dietary ingredients” in their products are safe. For “new” dietary ingredients, companies must submit a formal notification and safety data to the FDA that the “dietary ingredients” in their dietary supplements are safe for use.

§§ Dietary supplement companies adhere to strict regulations about what they may and may not say about their products. Companies must substantiate all label claims and ensure the labels include detailed and specific information including the FDA disclaimer; the Supplement Facts box—that tells consumers what’s in the product; and the company name and contact information, and phone number— to report adverse events.

To ensure supplements that reach consumers are safe and effective, companies constantly implement new quality control practices. With the help of trade associations, dietary supplement companies lead efforts to improve regulations and facilitate compliance. While the tides of misinformation come and go, passionate and committed supplement retailers remain. Armed with information, retailers are the industry’s first and best defense against false claims that dietary supplements are unregulated.

Winter 2014 • NOW

13


Trending Markets

The Popular

Polyphenol by Meredith Kleeman

As a natural products vendor, you’re probably aware that the beneficial properties of foods are linked to certain compounds. But did you know that the beneficial properties associated with specific foods and products are due to the presence of polyphenols? The number of known, natural polyphenols is staggering—we’re talking more than 8,000—and research suggests that each polyphenol has its own particular benefit. But what do consumers need to know about polyphenols, and how can you help them navigate the increasing array of products and supplements touting polyphenolic benefits? Here’s the bottom line.

14

The presence of polyphenols creates much of the colors, tangy flavors, and health benefits that consumers desire in their natural products. Polyphenols include subgroups, such as flavonoids, that are divided even further into isoflavones, anthocyanins, and catechins. Most fruits, vegetables, and plants contain combinations of these compounds in varying concentrations. Apples, onions, capers, and broccoli contain high concentrations of quercetin, a polyphenol belonging to the flavonoid group and beneficial to cardiovascular health, while berries include a range of polyphenolic compounds, namely

Natural Products Association • NPAinfo.org

anthocyanins, flavanols and flavonols, tannins, and stilbenes, shown to promote healthy aging and reduce the risk of cardiovascular disease.

Polyphenols vs. Antioxidants Consumers are aware of the benefits of a diet rich in antioxidants, and some may even understand the science behind antioxidants. What is less clear is how polyphenols differ from antioxidants. For a while, polyphenols were described interchangeably with the term antioxidants. It’s true that many polyphenols have antioxidant proper-


Trending Markets ties, but research has made it clear that many polyphenols either don’t act as antioxidants once they are in the body; don’t find their way to the blood stream intact or at all; or if they do, their health benefits involve other mechanisms entirely.

Health Benefits of Polyphenols Research into the health benefits of polyphenols has surged in the last 20 years. There’s growing evidence that everything from fruits and vegetables to coffee, wine, and chocolate contain potential health benefits due to polyphenols. Studies have suggested that polyphenols can improve cardiovascular and skin health, promote antiaging and anti-inflammation, and even benefit cognitive function. The most highly touted benefit of polyphenols—and that which savvy consumers have probably heard about—is its effect on cardiovascular health. A 2013 study published in the journal Nutrition, Metabolism & Cardiovascular Diseases notes that an increased intake of polyphenols may reduce the risk of cardiovascular disease by 46 percent. The journal Nutrients published similar findings as part of a literature review in which five scientists discussed the highlights of the last two decades of polyphenol research. “Numerous studies have demonstrated the importance of naturally occurring dietary polyphenols in promoting cardiovascular health and emphasized the significant role these compounds play in limiting the effects of cellular aging,” write the authors. “Polyphenols such as resveratrol, epigallocatechin gallate (EGCG), and curcumin have been acknowledged for having beneficial effects on cardiovascular health, while some have also been shown to be protective in aging.” The authors also note that resveratrol, belonging to the stilbene subgroup, is the most widely studied polyphenol. “Proponents of resveratrol have ascribed longevity-enhancing, anti-cancer

as well as cardioprotective properties to it,” the authors write. “Briefly, resveratrol has been demonstrated to impact all the hallmarks of cardiovascular aging and disease.”

Regulatory Backing Regulatory agencies have been slow to accept dietary polyphenols as a valid source of health benefits. “In spite of the extensive research and health claims emerging over the past two decades, not one dietary phenolic compound has been accepted by government regulatory agencies as an agent that may mitigate disease or that has health benefits,” notes Chang Lee, a professor of food science at Cornell University, in a recent commentary published in the Journal of Functional Foods. Lee argues that many studies don’t take note of the issues surrounding bioavailability—the degree and rate at which a substance is absorbed into the body. Despite absorption issues and a lack of regulatory backing, consumers are responding to the research results. Polyphenol use in functional food and

drink marketing has shot up 69 percent since 2009, according to market analyst Mintel. Popular categories include cookies, gums, jellies and chews, cakes, pastries and sweet goods, as well as teas and juices. Tea polyphenols are poised to enjoy strong growth over the next decade, NutraIngredients-USA reports. Green tea polyphenols emerged as the leading product segment consumed worldwide and accounted for more than 70 percent of the total market in 2012, according to research firm Grand View Research. Green tea generally contains high amounts of polyphenols such as catechins, flavanols, and EGCG, and contains 30 to 40 percent of waterextractable polyphenols. For consumers to fully understand and reap the health benefits of a polyphenol-rich diet, natural products vendors will need to closely monitor research results and ensure that the products they manufacture and sell contain quality ingredients formulated for maximum absorption.

Sources: Polyphenol Promotion www.naturalproductsinsider.com/lib/ download.ashx?d=2685 Polyphenols may slash heart disease risk http://www.nutraingredients-usa.com/ Research/Polyphenols-may-slash-heartdisease-risk Polyphenolic fountain of youth? newhope360.com/breaking-news/polyphenolic-fountain-youth

The big challenges in polyphenols: Providing credible evidence and a quality supply chain www.nutraingredients-usa.com/Research/ The-big-challenges-in-polyphenols-Providing-credible-evidence-and-a-qualitysupply-chain/?utm_source=Newsletter_ SponsoredSpecial&utm_ medium=email&utm_campaign=Newslett er%2BSponsoredSpecial&c=K8aSFckYBSEo %2BMKMwWzCbe5ZZwE2bzxt Polyphenol use rises 69% in 5 years (but do people get it?) www.nutraingredients-usa.com/Markets/ Polyphenol-use-rises-69-in-5-years-but-dopeople-get-it

Winter 2014 • NOW

15


Regional News Southwest Region

Northwest Region

NPA Southwest is hosting Healthfest 2014 at the Irving , Texas Convention Center on March 22 and 23. The two day event consists of an Education Day on Saturday and Tabletop Show on Sunday. The Education Day will feature six speaker sessions , complimentary breakfast and lunch, Annual Board Meeting and President’s Reception. The speaker line-up includes Terry Lemerond, Martie Whittekin, Marge Roberts, Michael Schwartz, Kim Olson, Rick Werner and Carl Germano. The President’s Award of Excellence will be awarded to recognize a supplier who has been instrumental in support of our Region. Forty-five vendors have reserved space at the table-top from 10-3 on Sunday. Complimentary breakfast is offered before the event. Retailer attendee registrations has exceeded last year. Registration is still open until March 17. The host hotel is Holiday Inn Express in Irving. For forms and more details www.npasouthwest.org.

Save the Date: Natural Products EXPO NorthWest 2014 and Welcome Two NW Board Members Natural Products EXPO NorthWest show will take place October 10-12, 2014 at the Washington State Convention Center in downtown Seattle. By March 2014, registration for exhibitors will be open. Booth fees range from $990-$1390 for a 10 ft. by 10 ft. booth or $500 for the new market area (exhibitors with 5 SKU’s or less). There is no registration fee for retailers at EXPO NorthWest. Members of NPA NW receive full-access to all educational programs. Watch for updates and registration information at www.npanw.org or www.facebook.com/npanw.

including non-GMO items. Jared owns Vitality Nutrition for Life and the health and wellness products 10 Day Results in Bountiful, UT. Also we welcome Pat Sardell as a member of the NPA NW steering committee. Pat is the co-owner and operator of Country Vitamins, an independent retail store in Corvallis, Oregon. She has served on the NPA board of directors since 2000. A longtime NPA member, Sardell began her term as association president in 2009, continuing in that capacity through June 2011, when she began serving as NPA Past President.

NPA NW region is excited to welcome two new board members: Lorraine Hoffman and Jared St. Clair. Lorriane has co-owned a health food store, Harvest Moon in South Ogden, Utah since 2011. She became a Certified Nutritional Consultant in 2010 and is an advocate for organic products,

Become a member of the NPA NW today! Visit http://npanw.org/Membership_PTUT.html for more information on membership benefits and a membership application. Feel free to call the Northwest office with any questions, Jessica Miller at 360-385-1186.

pot on Foods discussing their single serve S dessert bars with retailers at Expo NorthWest.

Northbest distributor showing off their array of products to retailers at Expo NorthWest.

16

Natural Products Association • NPAinfo.org


Regional News Midwest Region Come One, Come All…You’ll Have a Ball…at the 2014 NPA Midwest/MAHO Expo Weekend! The 2014 NPA Midwest “Summer Splash” Convention & MAHO Expo, July 18-20 at the Hilton Columbus at Easton in Columbus, Ohio is well underway. Almost all booths/tabletops have been sold, and will be occupied by a wide variety of industry companies. The educational programming has been confirmed and features speakers including Terry Lemerond, Dr. Jacob Teitelbaum, Courtesy of EuroPharma*, Bruce Topping, Courtesy of Garden of Life*, an Herb Panel Breakfast* session co-sponsored by Mitch Coven of Vitality Works, Roy Upton & Tom Dadant of Planetary, Ed Smith of Herb-Pharm, and David Winston of Herbalist & Alchemist. Additional sessions will feature Gavin Gear of NDAL/ManukaGuard, Todd Scarborough, Courtesy of Bluebonnet*, Kaliana Schmidt of Kaliana Company, Dr. Parris Kidd, Courtesy of Doctor’s Best*, and Dr. Marita Schauch, Courtesy of Natural Factors*.

Business related sessions will be presented by Don Caster of the Raisin Rack stores, and Mac Hardin from NPA Midwest Bankcard Processing Services. The Annual Business Meeting will feature a State of the Region and the Industry, a regional and national legislative update, recognition of retiring Directors, and introduction of new regional Officers and Directors (Nomination Forms being mailed soon). The show floor will be open on Sunday*. Retail attendees will be well-nourished with all meals throughout the weekend being sponsored by the exhibiting companies indicated with an asterisk (*) and the NPA Midwest. Hotel reservations can be made by contacting the Hilton directly at 614/414-5000, under Group Code: NPA to received the convention rate of $151/night + tax through May 15, 2014.

Dr. Jacob Teitelbaum will be joining Terry Lemerond for the Friday, July 18th Intensive Workshop at the NPA Midwest/MAHO “Summer Splash” in Columbus, Ohio. REGISTER NOW!

Upcoming Industry Events Sustainable Cosmetics Summit in New York | 15-17 May 2014, New York City For the fifth consecutive year, the North American edition of Sustainable Cosmetics Summit will be hosted in New York City on 15-17 May 2014. The summit comprises a 2-day conference that tackles the major business & technical issues associated with green cosmetics. Topics include biomimetics in cosmetics, novel actives, mobile apps, ingredients authenticity, sustainability standards, marketing regulations, packaging waste, eco-deign approach, sustainability metrics, etc. Organized by Organic Monitor, the aim of the Sustainable Cosmetics Summit is to encourage sustainability in the beauty industry by bringing together key stake-holders and debate major issues in a high-level forum. Focal themes of this new edition are green materials, digital marketing and environmental impacts. Like previous editions, the summit will bring together leading organizations involved in sustainability in the beauty industry. Special rates are available for NPA members. For more information, visit www.sustainablecosmeticssummit.com or email info@sustainablecosmeticssummit.com

Winter 2014 • NOW

17


Contact

Contact NPA

If you would like more information about the Natural Products Association and the services we provide, please contact us at the email addresses or phone numbers below. General Contact Info 1773 T Street, NW Washington, DC 20009 (202) 223-0101, (800) 966-6632 Fax: (202) 223-0250 natural@NPAinfo.org www.NPAinfo.org

Executive Office, Finance & Administration John Shaw, Executive Director/CEO Leads the association, the headquarters office, and all programs within established guidelines. jshaw@NPAinfo.org (202) 223-0101, ext. 101

Brent Weickert, Sr. Vice President/CFO

Scientific & Regulatory Affairs Joy Akins, Scientific Affairs Manager

Membership, Communications & Public Relations

Manages TruLabel and Natural Seal certification programs.

Gabrielle Alahouzos, Senior Vice President of Membership Services

jakins@NPAinfo.org (202) 223-0101, ext. 246 Fax (202) 747-7663

Oversees membership recruitment, retention, marketing, communications, and member benefits and services.

Vicki Whitsitt, Director of Scientific and Regulatory Affairs Manages Good Manufacturing Practices (GMP) certification and regulatory education programs. vwhitsitt@NPAinfo.org (202) 503-1961 Fax (202) 747-7663

Responsible for accounting, finance, human resources, information and communication systems, and administration.

Government Affairs

bweickert@NPAinfo.org (202) 223-0101, ext. 226 Fax (202) 747-7663

Oversees advocacy efforts at the federal level. Coordinates grassroots outreach and manages association PAC.

Andrew O’Hare, Sr. Vice President of Government & Regulatory Affairs/COO

Olivia Igbokwe, Director of Government Affairs

oigbokwe@NPAinfo.org (202) 223-0101, ext. 112

Oversees quality assurance programs, helps members implement policies in response to government regulations, works with FDA officials & other agencies.

aohare@NPAinfo.org (202) 223-0101, ext. 109

Rhodesia Quander, Accounting & Office Manager Maintain day-to-day financial accounting, consistent with generally accepted accounting principles (GAAP) and approved budgets. rquander@NPAinfo.org (202) 223-0101, ext. 103

18

Natural Products Association • NPAinfo.org

galahouzos@NPAinfo.org (202) 204-4724

Lauren Cohen, Director of Communications Oversees communications and public relations strategy. Manages all traditional and social media outreach. lcohen@NPAinfo.org (202) 223-0101, ext. 104

Colleen Rood, Membership Sales Manager Responsible for membership recruitment and retention. Also provides customer service support for current members. crood@NPAinfo.org (202) 223-0101, ext. 247 Fax (202) 747-7663

Billie Dee Tate, Membership Manager Manages membership retention and member programs. Oversees member invoicing and maintains NPA website and membership database. btate@NPAinfo.org (202) 223-0101, ext. 107


The NPA Member Advantage As a member of NPA, you have access to a variety of member benefits designed specifically to fit your needs.

WORKPLACE

FedEx Shipping: Save up to 70 percent off select shipping services.

Payroll Processing: Save 15 percent with Paychex.

OfficeMax Products & Services: Save from 31 to 88 percent off office products and services.

Credit Card Processing: Save on payment processing with TSYS Merchant Solutions.

Health Insurance: Discounts from Assurance Agency.

Safety all

INTERNATIONAL

Grifcon Enterprises Insurance: Product liability and excess liability insurance for suppliers. Lenovo Computer Products: Save up to 20 percent off laptops, tablets, desktops, accessories and more. HP Business Products: Special pricing on a wide range of business technology products. Commercial Insurance for Natural Products Retailers: Exclusive savings by Kapatoes Insurance. Intercall Audio and Web Conferencing: Special pricing on audio and web conferencing services. Kosher Certification: Special discount and free publicity from OU Kosher.

AER Assistance: Reduced rates for managing AERs and reporting them to the FDA from SafetyCall. UPS Freight & UPS Air Freight: Receive special savings on less-thantruckload (LTL), truckload and air freight shipments. YRC Freight: Save at least 70 percent on qualifying less-than-truckload (LTL) shipments. Nutrasource Diagnostics: Save on research and regulatory consulting services. LifeLock: Receive 30 days free plus 10 percent off identity theft protection services. New Member Marketing: Tools to promote your membership in NPA and your commitment to the industry.

KOSHER CERTIFICATION SERVICE

To get the most out of your membership, visit www.NPAinfo.org and log on to find out more about these benefits and how they can work for you. NPA understands that the success of your business depends partly on your ability to manage costs and hopes that you find these additional member savings opportunities helpful to your business. As always, you can contact NPA directly with questions or comments about these and other member services at membership@NPAinfo.org. NPAinfo.org (800) 966-6632

1773 T St., N.W. Washingon, D.C. 20009


Marketing Maven is excited to announce that we will be partnering with the Natural Products Association as an Affinity Partner.

More details coming soon!

PUBLIC RELATIONS • • • • • •

Media Relations Satellite Media Tours SEO Press Releases Blogger Reviews TV & Radio Interviews Newspaper & Magazine Placements • Celebrity Gifting

HISPANIC MEDIA • • • •

Messaging Translation Media Pitching Hispanic Media Tours

MARKETING • • • • •

SOCIAL MEDIA

Strategy & Branding Drive to Retail Direct Response Organic SEO Google Analytics/Keywords

• • • • • • • • •

ENDORSEMENTS • • • • • •

Spokespeople Athletes Musicians Actors Reality TV Stars Celebrity Trainers

Social Listening Sentiment Monitoring Facebook Advertising Website Reviews Consumer Review Websites Forum Monitoring Customer Service Contests Facebook, Youtube, Pinterest, Twitter, Google+

RETAIL

info@marketingmavenpr.com

• • • •

Consultation Tradeshow Support Sell Sheets Pricing Recommendations

LA 310.994.7380 | NY 212.967.5510 www.MarketingMavenPR.com


Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.