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Branding for Mental Wellness: Top Marketing Strategies for Success

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The increasing demand for mental wellness solutions necessitates sophisticated branding strategies that resonate with a discerning and informed audience. This blog provides a comprehensive overview of effective marketing strategies tailored to enhance your brand’s presence and drive success in the mental wellness industry.

Understanding the Mental Wellness Market

Market Overview
The mental wellness market is experiencing robust growth, driven by heightened awareness and the destigmatization of mental health issues. The Global Wellness Institute reports that the mental wellness industry was valued at $121 billion in 2020, with an anticipated CAGR of 7.3% from 2021 to 2028. This expansion underscores the importance of strategic branding in capturing and retaining market share.

Key Demographics
Millennials and Gen Z are pivotal demographics within the mental wellness market. According to the American Psychological Association, 91% of Gen Z experienced at least one physical or emotional symptom due to stress in the past year. Understanding the specific needs and preferences of these age groups is crucial for effective brand positioning.

Top Marketing Strategies for Mental Wellness Branding

1. Authentic Storytelling
Why It Works: Authentic storytelling fosters deep emotional connections and builds trust with your audience. Harvard Business Review highlights that customers with an emotional connection to a brand exhibit a 306% higher lifetime value.

How to Implement:

Share Personal Stories: Integrate authentic narratives from your organization or community that highlight real-life experiences and challenges.

Transparency: Maintain transparency about your company’s mission, values, and journey, reinforcing your brand’s authenticity.
Consistent Messaging: Ensure your brand’s voice and messaging remain consistent across all channels to strengthen brand recognition and trust.
2. Leverage Social Media
Why It Works: Social media is a potent tool for engaging with a broad audience and fostering community. Sprout Social indicates that 89% of consumers are likely to buy from a brand they follow on social media.How to Implement:

Engaging Content: Create and share content that educates, inspires, and engages your audience, such as infographics, videos, and informative blog posts.

Community Building: Use social media platforms to build a supportive community where users can share experiences and support each other.
Influencer Partnerships: Collaborate with influencers in the mental wellness space who can authentically promote your brand to their followers.
3. Educational Content
Why It Works: Providing high-quality, informative content establishes your brand as an authority in the mental wellness industry. The Content Marketing Institute reports that 70% of consumers feel closer to a company due to content marketing.How to Implement:

Blog Posts and Articles: Regularly publish in-depth articles that offer valuable insights into mental wellness topics.

Webinars and Workshops: Host webinars and workshops to educate your audience and provide practical advice.
Resource Libraries: Develop a comprehensive library of resources, including e-books and guides, that your audience can access for detailed information.
4. Customer Testimonials and Reviews
Why It Works: Testimonials and reviews provide essential social proof, building credibility and trust. BrightLocal found that 91% of consumers read online reviews before making a purchase.How to Implement:

Collect Testimonials: Proactively gather testimonials from satisfied customers to highlight their positive experiences.

Showcase Reviews: Prominently display testimonials on your website and in marketing materials to reinforce trust.
Respond to Feedback: Engage with reviews, both positive and negative, demonstrating your commitment to customer satisfaction and continuous improvement.
5. Partnerships and Collaborations
Why It Works: Strategic partnerships enhance brand credibility and expand your reach. Edelman’s Trust Barometer reveals that 65% of consumers trust brands more when they are associated with other trusted entities.How to Implement:

Collaborate with Mental Health Organizations: Partner with reputable mental health organizations to co-create content and host events, leveraging their credibility.

Corporate Wellness Programs: Integrate your products or services into corporate wellness programs to reach a wider audience.
Cross-Promotions: Engage in cross-promotions with complementary brands to create synergistic marketing campaigns.
6. Personalized Marketing
Why It Works: Personalization enhances the relevance of your marketing efforts, driving higher engagement and conversions. Epsilon’s research indicates that 80% of consumers are more likely to purchase from brands that offer personalized experiences.How to Implement:

Segmentation: Utilize data analytics to segment your audience based on behavior, preferences, and demographics for targeted marketing.
Tailored Content: Develop personalized content and recommendations for different audience segments, ensuring relevance and engagement.
Email Campaigns: Execute targeted email campaigns that address the specific needs and interests of each segment, enhancing the effectiveness of your outreach.

In the competitive landscape of mental wellness, strategic branding is essential for success. By employing these advanced marketing strategies, you can build a robust brand that resonates with your audience, fosters trust, and drives growth. Remember, the key to effective branding in this sector lies in authenticity, community engagement, and providing valuable resources and support. As health manufacturers, marketers, and retailers, leveraging these insights will position your brand for sustained success in the mental wellness market.

Sources:

Global Wellness Institute. (2021). Mental Wellness: Pathways, Evidence and Horizons.
American Psychological Association. (2020). Stress in America 2020: A National Mental Health Crisis.
Harvard Business Review. (2019). The Value of Customer Loyalty.
Sprout Social. (2020). Social Media Trends Report.
Content Marketing Institute. (2021). B2C Content Marketing: Benchmarks, Budgets, and Trends.
BrightLocal. (2020). Local Consumer Review Survey.
Edelman. (2021). Trust Barometer.
Epsilon. (2018). The Power of Me: The Impact of Personalization on Marketing Performance.

How Gen AI is Shaping the Future of Health Retail

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Personalization has become a cornerstone of consumer expectations. This trend is particularly evident in the health and wellness sector, where tailored products and services can significantly enhance user experience and satisfaction. Recent statistics underscore this shift: nearly one in five US consumers and one in three US millennials show a preference for personalized offerings. Although the demand for personalized wellness products has slightly decreased, this is likely a reflection of consumers becoming more discerning about the quality and relevance of personalized solutions they choose to invest in.

The Current Landscape of Personalization

Technological advancements and the increasing use of first-party data are driving a new era of personalization. In the US and UK, about 20% of consumers actively seek personalized products and services. In China, this figure rises to 30%, highlighting a significant market opportunity. One of the most intriguing developments in this field is the integration of biometric data to enhance personalization. By leveraging biometric inputs, companies can offer highly customized recommendations, ranging from dietary plans to fitness routines.

Generative AI (Gen AI) is at the forefront of this personalization revolution. Gen AI has the capability to analyze vast amounts of data and generate highly personalized content and recommendations. For health retailers, this means the ability to offer products and services that are not only personalized but also dynamically responsive to individual user data.

In the wearables and app space, Gen AI is already making a significant impact. For example, some fitness wearables use Gen AI to analyze user data—such as activity levels, heart rate, and sleep patterns—and design customized workout plans. This level of personalization goes beyond generic advice, providing users with actionable insights tailored to their unique health profiles.

The Benefits of Gen AI-Driven Personalization for Health Retailers

Enhanced Customer Satisfaction: Personalized experiences lead to higher customer satisfaction and loyalty. When consumers feel that a product or service is designed specifically for them, they are more likely to engage and make repeat purchases.

Increased Sales and Conversion Rates: Personalization can significantly boost sales and conversion rates. By offering products that meet individual needs, health retailers can improve their chances of converting prospects into customers.

Data-Driven Insights: Gen AI enables retailers to gather and analyze data at an unprecedented scale. This data-driven approach can uncover new market trends and consumer preferences, allowing for more strategic decision-making.

Competitive Advantage: Early adopters of Gen AI in personalization can set themselves apart from competitors. By offering superior personalized experiences, these companies can attract a more loyal customer base and increase market share.

Implementing Gen AI in Health Retail

To successfully integrate Gen AI into their personalization strategies, health retailers should consider the following steps:

Invest in Robust Data Infrastructure: High-quality, first-party data is crucial for effective personalization. Retailers need to invest in systems that can securely collect and manage this data.

Collaborate with Technology Partners: Working with technology providers specializing in Gen AI can help retailers quickly implement and scale personalized solutions.

Focus on User Privacy and Transparency: As personalization relies heavily on personal data, it is essential to maintain high standards of data privacy and transparency. Consumers need to trust that their data is being used ethically and securely.

Continuous Innovation and Testing: The field of Gen AI is rapidly evolving. Health retailers should continuously test and refine their personalization strategies to stay ahead of the curve and meet changing consumer expectations.

The trend towards personalization in health retail is gaining momentum, driven by technological advancements and the rise of Gen AI. By leveraging Gen AI to offer highly customized products and services, health retailers can meet the growing demand for personalized experiences, enhance customer satisfaction, and gain a competitive edge. As consumers become more selective, the ability to deliver precise, data-driven personalization will be key to success in the health and wellness market.

Sources:

McKinsey & Company: “Personalization 2021”
Statista: “Consumer Demand for Personalized Products 2023”
Deloitte Insights: “The Future of Personalization in Health and Wellness”
Accenture: “Gen AI in Consumer Products”

Retail Revolution: Enhancing the category

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sponsored by IHR Express

Nutritional psychiatry is an emerging field exploring the connection between diet and mental health, offering promising business opportunities. This discipline suggests that certain natural foods and supplements can enhance mental health, presenting a new category for businesses to explore.

Selling the Role of Diet in Mental Health

It is well-known that diet plays a crucial role in overall health, but its impact on mental well-being is gaining attention. Mainstream researchers are now highlighting specific nutrients in foods that can influence brain function, mood, and cognitive performance.

The biggest challenge for retailers and marketers is communicating to end users who see supplements as solutions for physical health issues but have not yet connected mental health’s direct impact on physical health.

Many companies already offer a range of supplements, foods, and beverages designed to support mental health, including omega-3 fatty acids, B vitamins, and probiotics. Some even provide high-quality, research-backed supplements. However, they are targeting an already saturated market of health-educated consumers, which is not where industry growth will come from.

Future Outlook

With growing consumer interest and ongoing research supporting the link between diet and mental health, the future looks promising. A survey by the American Psychological Association found that 62% of adults reported experiencing more stress than the previous year. This heightened awareness of mental health issues drives demand for natural solutions. With a market size valued at approximately USD 50.5 billion in 2022, encompassing a range of services and products, including therapy and counseling, psychiatric services, and digital mental health solutions, it is projected to grow at a compound annual growth rate (CAGR) of around 7.2% from 2023 to 2030.

The growth in this category is driven by:

Increasing Awareness and Acceptance: Greater societal acceptance of mental health issues and the destigmatization of seeking help have significantly increased the demand for mental health services.

Technological Advancements: Innovations in telehealth and digital therapy solutions have made mental health services more accessible, especially in remote areas.

Policy and Insurance Support: Government initiatives and improved insurance coverage for mental health services have expanded access and affordability.

Impact of COVID-19: The pandemic has had a profound impact on mental health, increasing the incidence of anxiety, depression, and other mental health conditions, thereby boosting the demand for related services.

Despite this growth, understanding the connection between mental health and food supplementation remains uneven, and disparities based on geography, socioeconomic status, and insurance coverage do not help to bridge the gap.

Bridging the Gap

As a professional natural health marketer, my first inclination is “Content Marketing.” Reaching the mainstream, uneducated audience with the highest ROI and the lowest investment is what content marketing can achieve, as you don’t want to invest in educating existing buyers who have other educational priorities.

Content marketing helps reach new end users by creating informative engagement directly related to the impact of mental health on physical well-being. It is crucial to partner with reputable vendors who only use branded ingredients. Access to scientifically-based content is needed to produce blog posts, videos, and social media updates that unaware consumers can trust through demonstrated evidence. For instance, content can showcase how specific nutrients and dietary choices influence mood, cognitive function, and overall physical health. This educational approach builds trust and credibility, differentiating you as a retailer and your finished product from competitors. The ROI is visible through increased website traffic, higher conversion rates, and enhanced customer loyalty, leading to sustained revenue growth and more cost-effective marketing compared to traditional methods. BTW, do yourself a favor, don’t jump to the obvious.

Create in-store events, go to consumer shows—your main objective is to build an email list of customers interested in mental health and wellness outside of your current patrons. Use customer segmentation to tailor your messages to different audience segments based on their interests and purchase history to see what they have bought that can be redirected to specific products.

Highlighting the Connection

It goes without saying that basic practices like placing products in prominent locations within the store to draw attention—end caps, eye-level shelves, and high-traffic areas near the entrance—are ideal spots. Or even creating dedicated sections for mental health and wellness, clearly labeling them to make it easy for consumers to find the products. All these elements ARE NOT what will move the needle.

Engaging Visual Merchandising

Don’t forget that you did a great job creating a new group of consumers via digital marketing, and you are about to let them down with your in-store merchandising strategy as if we are still in the ’90s. Reflect for a moment to understand that you need to keep the same feeling online and in-store.

Appealing Visuals: Use bright, attractive signage and packaging to capture the interest of consumers. Utilize colors and images that evoke feelings of calm, wellness, and positivity. Clear, concise messaging on signs and packaging should highlight the mental health benefits of the products, including their unique benefits. This consistency in visual messaging ensures that customers recognize the products from your digital outreach.

Interactive Elements: Incorporate interactive elements such as digital screens displaying educational videos or touch-screen kiosks where customers can learn more about the benefits of specific nutrients. Interactive elements can also include product samples or tasting stations, allowing customers to experience the products firsthand and make informed decisions. These in-store experiences should mirror the interactive and informative nature of your digital advertising campaigns.

Align merchandising efforts with seasonal themes and health awareness campaigns. For example, create special displays for Mental Health Awareness Month or the back-to-school season, emphasizing the importance of mental health support during these times. Seasonal promotions and themed events can boost engagement and sales, building on the momentum generated by your digital advertising efforts.

Entering the Nutritional Psychiatry Market

Consider various business models and strategies beyond bringing people into your store:

Direct-to-Consumer (DTC): Selling your products directly to consumers via your e-commerce platform can increase profit margins and allow for direct customer engagement straight from your digital marketing efforts.

Subscription Services: Offering subscription-based models for supplements can ensure recurring revenue and build customer loyalty.

Corporate Wellness Programs: Partnering with corporations to provide nutritional psychiatry products as part of employee wellness programs can tap into the growing corporate wellness market.

In conclusion, the global dietary supplements market was valued at $140.3 billion in 2020 and is expected to reach $230.7 billion by 2027, growing at a CAGR of 8.6% from 2021 to 2027 (Source: Grand View Research). Within this market, supplements aimed at nutritional psychiatry are gaining traction. Change your approach as those consumers are not yet in the category where your opportunity lies in how and with what you are connecting with them.

sponsored by IHR Express

Lab-Grown Meat: Technological, Ethical, and Market Perspectives

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Lab-grown meat, also known as cultured meat or cell-based meat, is an emerging technology that aims to revolutionize the meat industry. Exploring the origins, current state, and future predictions of lab-grown meat, along with the ethical concerns associated with its development and adoption. By examining technological advancements, market trends, and ethical debates, we aim to provide a comprehensive overview of lab-grown meat’s potential to address global food security, environmental sustainability, and animal welfare.
The concept of lab-grown meat dates back to the early 20th century when Winston Churchill envisioned the idea of growing meat without the need for livestock. However, it wasn’t until 2013 that the first lab-grown burger was unveiled by Dr. Mark Post and his team at Maastricht University. This milestone was achieved through significant advancements in tissue engineering and cellular biology, marking the beginning of a new era in food production.

Technological Advancements

Lab-grown meat is produced by cultivating animal cells in a controlled environment. The process involves several key steps:

Cell Isolation and Cultivation: Animal muscle cells are isolated and cultured in a nutrient-rich medium.

Proliferation: The cells proliferate, forming muscle tissue.
Differentiation: The cells differentiate into muscle fibers, mimicking the texture and structure of conventional meat.
Harvesting: The cultured meat is harvested and processed for consumption.
Lab-grown meat is primarily made of muscle cells, fat cells, and sometimes connective tissue cells, all of which are derived from a small sample of animal tissue. These cells are provided with a nutrient-rich culture medium that supplies the necessary vitamins, amino acids, minerals, and growth factors. This medium is designed to mimic the conditions within an animal’s body, promoting cell growth and development.

Recent advancements in bioreactor design, scaffolding materials, and growth media optimization have significantly improved the efficiency and scalability of lab-grown meat production. Companies like Memphis Meats, Mosa Meat, JUST Inc., Aleph Farms, and BlueNalu are at the forefront of these innovations, bringing lab-grown meat closer to commercial viability.

Market Statistics and Trends

The market for lab-grown meat is expected to grow rapidly in the coming decades. According to a report by MarketsandMarkets, the cultured meat market is projected to reach $15.5 billion by 2027, growing at a compound annual growth rate (CAGR) of 15.7% from 2020 to 2027. The Good Food Institute (GFI) also reported that global investments in the cultured meat industry reached $366 million in 2020, a sixfold increase from the previous year.

Several factors are driving this growth:

Consumer Demand: A growing segment of consumers is seeking sustainable and ethical food options. A survey by Ipsos in 2021 found that 66% of respondents worldwide were willing to try lab-grown meat, with younger generations showing the highest levels of interest.

Environmental Concerns: Traditional livestock farming is a major contributor to greenhouse gas emissions, deforestation, and water use. Lab-grown meat has the potential to reduce these impacts significantly. A study by Tuomisto and Teixeira de Mattos (2011) estimated that cultured meat production could reduce greenhouse gas emissions by up to 96%, land use by 99%, and water use by 96% compared to conventional meat production.
Technological Innovations: Advances in bioreactor design, cell culture media, and tissue engineering are making lab-grown meat more cost-effective and scalable. Companies are continually improving production processes to bring down costs and increase efficiency.
Leading Companies in the Lab-Grown Meat Industry
Memphis Meats: Based in the United States, Memphis Meats is one of the pioneers in the lab-grown meat industry. They have successfully produced lab-grown beef, chicken, and duck and have received significant investments from major players like Bill Gates and Richard Branson.

Mosa Meat: Founded by Dr. Mark Post, Mosa Meat is a Netherlands-based company that produced the world’s first lab-grown hamburger. They are focused on scaling up production and reducing costs to bring lab-grown beef to the market.

JUST Inc.: Known for its plant-based products, JUST Inc. has also ventured into the lab-grown meat space. The company made headlines when it received regulatory approval in Singapore to sell its cultured chicken product.

Aleph Farms: This Israeli company specializes in growing steak directly from animal cells. Aleph Farms aims to produce a variety of meat cuts and has focused on developing technology to achieve the texture and flavor of conventional meat.

BlueNalu: Based in the United States, BlueNalu focuses on lab-grown seafood. They are developing cell-based fish fillets and other seafood products, addressing concerns related to overfishing and ocean sustainability.

Predictions for the Future


The future of lab-grown meat looks promising, with several key predictions for its development and market penetration:

Cost Reduction: The cost of producing lab-grown meat has decreased dramatically since the first lab-grown burger, which cost $330,000 in 2013. As technology advances and economies of scale are achieved, the cost is expected to become competitive with conventional meat. Analysts predict that by 2030, the price of lab-grown meat could fall to $10 per pound.

Product Diversity: Beyond burgers and nuggets, lab-grown meat products will diversify to include a wide range of meats such as pork, chicken, and seafood. Companies are also exploring the production of lab-grown dairy and eggs.
Regulatory Approval: More countries are likely to develop regulatory frameworks to support the commercialization of lab-grown meat. In December 2020, Singapore became the first country to approve the sale of lab-grown chicken by Eat Just. Other countries, including the United States and the European Union, are working on establishing regulations for cultured meat.
Consumer Acceptance: Increasing awareness and acceptance among consumers will drive market adoption. Educational campaigns, endorsements by influential chefs and celebrities, and transparent communication about the benefits and safety of lab-grown meat will be essential.

Ethical Concerns
The development and adoption of lab-grown meat raise several ethical concerns that need to be addressed:

Animal Welfare: While lab-grown meat eliminates the need for slaughtering animals, the initial cell extraction and maintenance of cell lines may still involve some level of animal use. Ensuring ethical treatment of donor animals is crucial.

Environmental Impact: Although lab-grown meat has the potential to reduce the environmental footprint of meat production, the energy consumption of bioreactors and other production processes must be minimized to achieve true sustainability.
Food Security and Equity: There is a risk that lab-grown meat could exacerbate existing inequalities in the global food system if it remains accessible only to affluent consumers.
Strategies to ensure affordability and accessibility are essential
Naturalness and Perception: Some consumers may perceive lab-grown meat as unnatural or artificial, raising concerns about its acceptance and potential stigmatization.

Lab-grown meat represents a promising solution to some of the major challenges facing the global food system. Technological advancements have brought it closer to commercial reality, and future predictions indicate a significant market potential. However, addressing ethical concerns and ensuring consumer acceptance are critical for the successful integration of lab-grown meat into mainstream diets. As the field continues to evolve, ongoing research, transparent communication, and inclusive policies will be essential to realizing the full potential of lab-grown meat.

References
MarketsandMarkets. (2020). Cultured Meat Market by Source, End-Use, and Region – Global Forecast to 2027.
Post, M. J. (2013). Cultured meat from stem cells: Challenges and prospects. Meat Science, 92(3), 297-301.
Specht, L. (2020). An analysis of culture medium costs and production volumes for cell-based meat. The Good Food Institute.
Tuomisto, H. L., & Teixeira de Mattos, M. J. (2011). Environmental impacts of cultured meat production. Environmental Science & Technology, 45(14), 6117-6123.
Good Food Institute. (2021). Cultivated meat state of the industry report.
Ipsos. (2021). Global attitudes towards cultured meat and plant-based alternatives.
Eat Just Inc. (2020). Press release: Singapore becomes first country to approve cultured meat.
Memphis Meats. (2021). Company Overview.
Mosa Meat. (2021). Company Overview.
JUST Inc. (2021). Company Overview.
Aleph Farms. (2021). Company Overview.
BlueNalu. (2021). Company Overview.

Get Ready to Swing for the Cause: Join the John Holtmann Memorial Golf Tournament

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Exciting news for our community—the John Holtmann Memorial Golf Tournament is making its grand return, and it’s an opportunity you won’t want to miss! Scheduled for June 12, 2024, at the stunning Lionhead Golf Club in Brampton, Ontario, this event promises not just a day of golf but a vital chance to connect with the natural, organic, and wellness industry’s brightest and best.

Why Participate?

Community Building: The John Holtmann Memorial Golf Tournament is more than just a game. It’s a gathering of like-minded individuals committed to the betterment of health and wellness. For any health food store, this is the perfect setting to forge meaningful relationships with peers, clients, and industry leaders.
Brand Visibility: Participating in this well-loved event places your brand in the spotlight, alongside other key players in the industry. It’s a chance to show your commitment to health and wellness, all while enjoying a day out on one of Ontario’s finest golf courses.
Fun and Engagement: With a host of fun contests, premium raffle prizes, and an all-day food fiesta, the event is sure to provide memorable moments. It’s an enjoyable way to engage with your team and the community, enhancing team spirit and personal connections.
Support a Great Cause: The tournament honors the legacy of John Holtmann, a leader whose passion for the wellness industry was unparalleled. By joining, you contribute to a cause that supports industry growth and community development, echoing his dedication and passion.
So, mark your calendars and ready your golf clubs! Let’s make a difference, one swing at a time. This is an excellent opportunity for every health food store to step out, stand out, and participate in shaping the industry’s future.
We look forward to seeing you at the Lionhead Golf Club—where business meets pleasure and where every shot counts towards a healthier, more connected industry.

CV Sciences, Inc. acquires Elevated Softgels, a flexible, low-moq, nutriceutical manufacturer

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A Strategic Move to Enhance Product Lines and Market Reach

In a significant development in the wellness industry, CV Sciences, a renowned consumer wellness company focused on hemp extracts and other natural ingredients, has announced the completion of its acquisition of Elevated Softgels, LLC, a leading provider of softgel encapsulation and tinctures. This acquisition marks a pivotal step in CV Sciences’ strategy to expand its footprint in the global health and wellness sector.

Strategic Acquisition for Enhanced Flexibility and Efficiency

Elevated Softgels has built a reputation for its operational flexibility, which supports both low and large minimum order quantities (MOQs). This capability allows for efficient capital use and enhances the speed to market for new products, a critical advantage in the fast-paced wellness industry. By integrating Elevated Softgels, CV Sciences not only broadens its manufacturing capabilities but also reinforces its commitment to quality and compliance, as Elevated Softgels is both GMP-certified and FDA-registered.

Joseph Dowling, the Chief Executive Officer of CV Sciences, expressed his enthusiasm about the acquisition: “We are thrilled that Elevated Softgels and its employees are joining CV Sciences. This is another milestone in our transition to a global health and wellness company. The synergies from this acquisition will enable us to leverage our key assets and relationships within the hemp and supplement sectors to drive long-term growth and enhance shareholder value.”

Immediate Benefits and Future Plans

Elevated Softgels already operates as a profitable entity, and CV Sciences plans to further increase this profitability by leveraging the existing capacity of Elevated Softgels. The acquisition also allows CV Sciences to in-source the production of select products from its +PlusCBD™ line, anticipating significant cost savings. In 2023, products such as softgels and tinctures constituted about 50% of CV Sciences’ total business, underscoring the strategic nature of this acquisition.

Financial Structure of the Deal

The total consideration for the acquisition of Elevated Softgels amounts to up to $1,000,000. This sum includes a $100,000 cash payment made at closing, the issuance of 17,422,181 shares of CV Sciences’ common stock valued at $700,000, and the potential for additional cash and stock payments up to $200,000 based on performance targets over the next 12 months. The financial arrangement reflects a balanced approach to acquiring a valuable asset while maintaining fiscal responsibility.

Growth and Opportunities

The acquisition is expected to be accretive to CV Sciences’ earnings from the first year and to contribute to scaling economics in subsequent years. CV Sciences has also filed a Current Report on Form 8-K, providing detailed information about the transaction terms and encouraging investors to review these details to understand the full scope and impact of the acquisition.

As CV Sciences continues to integrate Elevated Softgels into its operations, the company looks forward to enhancing its product offerings and strengthening its market position. This strategic move not only amplifies its capacity to serve current and new clients but also sets the stage for sustained growth and innovation in the evolving landscape of health and wellness.

The acquisition of Elevated Softgels by CV Sciences represents a well-calculated strategy to enhance its product line, increase operational efficiency, and achieve long-term profitability in the competitive wellness industry. This merger is poised to create substantial value for stakeholders and reaffirm CV Sciences’ commitment to providing high-quality, science-backed wellness products to its growing customer base.

The Growth Trajectory of the Medical Nutrition Market

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Forecasted Expansion to Reach USD 88,940 Million by 2030

The demand for medical nutrition has seen a significant rise, driven by a growing recognition of its critical role in managing health conditions and diseases under professional supervision. With a robust annual growth rate of 6%, the global medical nutrition market is on track to increase from USD 58,870 million in 2023 to an impressive USD 88,940 million by the year 2030.

The segments comprise specialized medical food products designed to meet the specific nutritional needs of patients diagnosed with various conditions. These products are integral to disease management strategies, tailored to provide essential nutrients that support medical treatments.

Market Dynamics and Key Players

North America leads the market with a 34% share in 2019, followed by Europe and Asia. The field features prominent companies such as Abbott Nutrition, Nestlé, and Mead Johnson, alongside others like Fresenius Kabi and Groupe Danone, contributing to innovation and market growth. The competitive landscape is diverse, with these major players spearheading developments and expanding the reach of medical nutrition solutions globally.

Report Insights

The report offers a detailed analysis of the medical nutrition market, providing insights that cover a wide array of critical aspects from 2019 to 2030. This includes sales volume, revenue forecasts, and a thorough examination of market dynamics. The segmentation of the market in the report is extensive, covering different types, applications, and geographic regions.

Key Report Features:

Market Overview: Detailed market figures and comprehensive analysis.
Growth Trends: Insights into potential rates of market growth and expansion.
Competitive Landscape: Analysis of leading market players and their strategies.
For Industry Stakeholders

This report is a valuable resource for companies operating within the medical nutrition sector. It assists manufacturers, newcomers, and companies within the industry chain by providing essential market data that supports strategic planning and decision-making processes.

Pharmacy in Primary Care in Canada and the United States

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The evolving role of pharmacy in primary care in Canada and the United States represents a significant area of healthcare policy and advocacy. This discussion explores how both countries are shaping the integration of pharmacists into the primary care framework, highlighting the differences and similarities in their approaches, and considering the implications for future healthcare delivery.

Canadian Perspective on Primary Care Pharmacy

Canada’s approach to integrating pharmacists into primary care is proactive and collaborative. The Canadian Pharmacists Association (CPhA) plays a central role in advocating for the expansion of pharmacists’ roles within the healthcare system. This includes organizing national summits, like the “Transforming Primary Care in Canada Summit,” which gathers stakeholders to discuss and set agendas for the future role of pharmacists in primary care .

The integration of pharmacists in Ontario, where they are embedded within Family Health Teams and Community Health Centers, exemplifies Canada’s strategy to enhance collaborative care models. These pharmacists engage in direct patient care, significantly contributing to health outcomes and healthcare optimization. The focus in Canada seems to be on enabling pharmacists to extend their scope of practice to include more patient-facing responsibilities, such as managing chronic diseases and conducting wellness assessments .

U.S. Perspective on Primary Care Pharmacy

In contrast, the United States emphasizes regulatory frameworks and formalized training pathways to integrate pharmacists into primary care. The American Society of Health-System Pharmacists (ASHP) supports the role of pharmacists through the development of standards and credentialing processes that ensure pharmacists are prepared to meet the primary care needs of patients. This includes the provision of medication management services (MMS) in diverse settings, highlighting a structured approach to primary care integration .

The Primary Care Collaborative (PCC) in the U.S. focuses on advocating for policy reforms that facilitate the integration of pharmacists through alternative payment models. These models aim to enhance the delivery of integrated, community-connected care. The PCC’s advocacy is geared towards ensuring that primary care policies empower patients and support healthcare providers through team-based care models .

Comparative Analysis

While both countries see the value in integrating pharmacists into primary care, their methods and focus areas differ. Canada’s approach is more directly focused on practice scope expansion and the practical integration of pharmacists into healthcare teams. In contrast, the U.S. approach places a greater emphasis on formalizing the role of pharmacists through education, training, and policy advocacy to align with broader healthcare reforms.

This difference may be attributed to the distinct healthcare systems in each country—with Canada’s publicly funded system allowing perhaps more streamlined implementations of such integrations compared to the U.S.’s mixed system, which involves a variety of payers and requires navigating complex regulatory environments.

Implications for Future Healthcare Delivery

As pharmacists in both countries continue to assume more significant roles in primary care, the impact on patient care efficiency, accessibility, and outcomes is expected to be profound. Pharmacists’ unique expertise in medication management, coupled with their accessibility, positions them to play a crucial role in the prevention and management of chronic diseases, ultimately contributing to the sustainability of the healthcare system.
As these developments continue, ongoing dialogue and cross-border learnings could prove beneficial in optimizing the roles of pharmacists in the ever-evolving landscape of healthcare.

Bridging Postpartum Blues A Comprehensive Breakthrough Study

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Dietary supplement for mood symptoms in early postpartum: a double-blind randomized placebo controlled trial

Jeffrey H. Meyer,a,b,∗ / ZhaoHui Wang,a,b / Apitharani Santhirakumar,a,b / Yekta Dowlati,a,b / Natalia Docteur,a,b / Aqsa Shoaib,a,b / Jareeat Purnava,a,b / Yanqi Wang,a,b / Wei Wang,a,b / Sheng Chen,a,b / Muhammad I. Husain,a,b / Rashmi de Silva Wijeyeratne,a,b / Heba Reeyaz,a,b / Catalina Baena-Tan,a,b / Yuko Koshimori,a,b Zahra Nasser,a,b and Valery Sita,b

a. Brain Health Imaging Centre, Azrieli Centre for Neuro-Radiochemistry, Campbell Family Mental Health Research Institute, Centre for Addiction and Mental Health (CAMH), 250 College Street, Toronto, M5T 1R8, Canada
b. Department of Psychiatry, University of Toronto, 250 College Street, 8th Floor, Toronto, M5T 1R8, Canada

Summary

Background Postpartum blues (PPB) is a frequent syndrome of sad mood, crying spells, anxiety, restlessness, reduced appetite, and irritability, typically peaking day 5 postpartum. When severe, it greatly increases risk for later postpartum depression. This trial compared a dietary supplement to placebo on PPB severity. The supplement was designed to counter downstream effects of elevated monoamine oxidase A level, implicated in causing PPB.

Methods Participants recruited by advertisement from the Toronto region completed procedures at CAMH, Canada and/or participantshomes. Oral supplement or identical appearing relatively inert placebo were administered in randomised, double-blind fashion. Supplement was blueberry juice and extract given four times between nighttime day 3 and morning day 5 postpartum; tryptophan 2 g nighttime day 4 postpartum, and tyrosine 10 g morning day 5 postpartum. On day 5, depressed mood induction procedure (MIP) and postpartum blues were assessed. All data is presented (NCT03296956 closed, clinicaltrials.gov).

Findings Between January 2019 and December 2022, participants took supplement (n = 51) or placebo (n = 52). There was no significant effect on primary outcome MIP on visual analogue scale for depressed mood (mean difference = 0.39 mm, 95% CI: 6.42 to 5.65 mm). Stein Maternity Blues scores, exploratory PPB measure, was lower in the active group (effect size 0.62; median, interquartile range (IQR): active 2.00 (IQR 1, 4); placebo 4.00 (IQR 1.5, 6); regression with general linear model, supplement effect, β coefficient = 1.50 (95%: CI 2.60, 0.40), p = 0.008; effect of CES-D crying category before supplement, p = 0.030.00000023). Twenty-six and 40 different adverse events occurred within 25% and 42% of supplement and placebo cases respectively (Chi-Square, p = 0.06).

Interpretation The primary outcome was negative for effect on depressed mood induction, however the supplement moderately reduced PPB.

Funding CAMH/Exeltis.

Copyright © 2024 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY license

(http://creativecommons.org/licenses/by/4.0/).

Keywords: Postpartum blues; Postpartum depression; Tryptophan; Tyrosine; Antioxidants

Introduction

Postpartum blues is a common syndrome, occurring in up to 75% of women depending on the threshold applied,1 that may include episodes of sad mood, crying spells, anxiety, restlessness, reduced appetite, fatigue and irritability. It typically starts around day 3 postpartum, peaks at day 5 postpartum and then decreases over several days to a week.13 Postpartum blues is an important problem because it may be harshly unpleasant; and when severe may be viewed as prodromal for postpartum depression (PPD) since severe postpartum blues raises later risk for PPD at least four fold.13 PPD is a major depressive episode (MDE) with some symptoms starting within a month of giving birth and a MDE being present within several months,4 with some definitions extending this latter criterion to 6 months to a year.5 Symptoms of MDE, which last at least two weeks, include depressed mood and/or anhedonia at least most of the day; and total at least five symptoms which may include significant weight change, insomnia or hypersomnia, psychomotor agitation or retardation, fatigue or loss of energy, feelings of worthlessness or inappropriate guilt, diminished ability to think or concentrate, or recurrent thoughts of death.4 PPD is the most common complication of childbearing at 13% prevalence6,7 and there are 140 million births globally per year. Unfortunately, evidence based interventions to prevent postpartum blues suitable for widespread use are lacking. The present study compares a dietary supplement to placebo for preventing postpartum blues.

The dietary supplement tested in the present study is intentioned to create resiliency against downstream effects of elevated monoamine oxidase A (MAO-A) level at day 5 postpartum, when postpartum blues are typically most prominent (see Supplementary introduction).

MAO-A is the main metabolic pathway of serotonin, and contributes to the metabolism of other monoamines like norepinephrine and dopamine; and in the process generates hydrogen peroxide. Depletion of these monoamines,810 is associated with high risk of precipitating depressive syndromes. Greater MAO-A level is associated with greater MAO-A activity in brain tissue,11 so to counter greater magnitude of the functions of MAO-A during early postpartum, several components were included in the dietary supplement. It is composed of blueberry juice and blueberry antioxidants to counter increased production of hydrogen peroxide, L-tryptophan to replace serotonin lost via greater MAO-A metabolism, and L-tyrosine to replace norepinephrine and dopamine also lost via greater MAO-A metabolism.

In rodents, during conditions in which release of monoamines is stimulated, administration of L-tryptophan may increase the release of serotonin and administration of L-tyrosine may increase the release of dopamine and norepinephrine1214 (also see Supplementary introduction). The latter two ingredients were given at levels greater than those in diet and were previously demonstrated not to affect total level of tryptophan and tyrosine in breast milk.15,16 This was expected because approximately 99% of tryptophan and tyrosine are found as proteins in breast milk so influencing the 1% free portion has negligible effect on overall levels of these amino acids.15,16 In addition, L-tryptophan may help with sleep initiation17 and L-tyrosine may improve cognitive performance during stress.18

An open trial of this supplement, completed prior to COVID-19, was associated with a substantively reduced magnitude of depressed mood induction on day 5 postpartum.19 The primary aim of the present study is to assess the effect of this dietary supplement on postpartum blues on day 5 postpartum. This involves assessing the effect of depressed mood induction and applying a scale for overall severity of postpartum blues.

A secondary aim, since severity of postpartum blues is a strong predictor of latter PPD,1,2 is to assess effect of dietary supplement on progression to depressive symptoms for the subsequent six months. The hypotheses are that the dietary supplement will be associated with a lesser severity of postpartum blues and less progression towards depressive symptoms over the subsequent six months.

Fig. 1: Trial profile: a Randomization took place before giving birth in order to deliver supplement prior to giving birth. b Postpartum blues typically peaks/is present at day 5. c 52 started supplement but one had a rash and did not complete assessments. 52 participants who started taking the supplement had data to include in record of adverse events and 51 participants who completed taking the supplement had data to include in intent to treat analysis.

Methods

Study design

This double blind placebo controlled trial was conducted at the Centre for Addiction and Mental Health (CAMH), Toronto, Canada. Participants and all members of the study team were blinded, except for the CAMH pharmacy and the National Sanitation Foundation (NSF) (Guelph, Canada) who prepared the study products. The main interaction between blinded and unblinded research staff was pickup of study product from pharmacy which had no distinguishing features in containers between the active and placebo. Interactions with study staff mostly took place at participantshomes. During the time when acute COVID-19 was a greater danger to society, a shift to home visits and remote communication was necessary because research projects were required to be maximally off site from research hospitals to protect staff, hospital clients and the pregnant participants from outbreaks of infection. The trial was registered at ClinicalTrials.gov (NCT03296956).

Ethics

This study was approved by the CAMH Research Ethics Board (REB#083/2015). Approval of the study by Health Canada was also given, termed as, no objectionto the project (Clinical Trial Application no. 207773, protocol included, Supplementary Appendix 1). All experiments on human subjects were conducted in accordance with the Declaration of Helsinki and the International Conference on Harmonizations Good Clinical Practice guidelines. All participants provided written informed consent.

Participants

Between December 1, 2018, and December 25, 2022, 151 participants located within a 3 h car drive of Toronto were recruited by advertisement to begin screening procedures during the third trimester of their pregnancy (Fig. 1). At nighttime of postpartum day 3, 116 participants were eligible and 104 started the supplement with 103 completing the supplement and the primary measures at postpartum day 5. The latter two groups were included in the safety and treatment effect analyses. One-hundred participants completed six month follow-up, ultimately ending July 25, 2023 when the completion of 100 participants through the follow up phase of the study occurred. All participants provided written informed consent. Main inclusion criteria were age 1845, self report of good health, pre-pregnancy body mass index of 18.540 (kg/m2), and normal cardiovascular vital signs. All participants reported being pregnant and therefore of female sex. Main exclusion criteria included history of MDE or other psychiatric illness or substance use disorder in the past 10 years based on the Structured Clinical Interview (SCID) for DSM-5,20 smoking cigarettes in the past 5 years, current substance use (screened by urine drug screens at initial screening and at day 5 postpartum, the latter applied as withdrawal criterion), neurological illnesses, autoimmune disease, malignant neoplasm, metabolic disease, or use of medications that could influence mood or are used to treat illnesses associated with changes in mood state. While women with a past history of MDE might benefit from supplementation, our approach was to sample women whose main reason for mood change was due to giving birth rather than history of MDE, which might create more heterogeneity to symptom measures. Since the supplement was not intended as a treatment for PPD, participants were rescreened to exclude MDE prior to taking supplement two weeks before the predicted time to give birth as it was not expected that full MDE symptoms would occur between this timepoint and postpartum day 5.

Randomization and masking

The ratio of active treatment to placebo was 1:1. Participants were randomized evenly to either active or placebo within randomly chosen blocks of 2, 4, 6, 8 or 10 participants using IBM SPSS version 24 by the CAMH pharmacy. Placebo pills were identical in appearance; whereas placebo pouches and placebo beverage were identical in appearance and taste to their active counterparts (detailed under procedures). To assess success of masking, study participants indicated the degree of their belief that they received active or placebo on a 10 cm visual analogue scale (VAS) at the end of their enrolment.

Procedures

At the first in person visit completed in their third trimester, participants completed the SCID for DSM-5, the Edinburgh Postnatal Depression Scale (EPDS), the Hamilton Depression Rating Scale, structured questionnaires regarding health and past substance use as well as a urine drug screen to verify current physical and mental health. Two weeks before the estimated due date, participants repeated the mood module of the SCID for DSM-5 and the EPDS to exclude current MDE. At day 3 postpartum, presence of any neonatal or obstetrical complications were reviewed to exclude those with high severity events. After the COVID-19 pandemic began, screening questions to exclude participants with symptoms of COVID-19 were conducted in the evening of day 3 and day 4 postpartum.

Key ingredients of the active dietary supplement included: 2 g of L-tryptophan (Apotex, two 1gram tablets) 10 g of L-tyrosine (Natural Factors, twenty 500 mg tablets), blueberry juice and blueberry extract (Vitablue). On the night of day 3, the morning and evening of day 4, and morning of day 5 postpartum, participants ingested one pouch of active extract or placebo mixed with blueberry juice or placebo. The blueberry juice, blueberry extract and corresponding placebo were prepared by NSF. The placebo pouches matching the blueberry extract contain Shade grape blue powder. The placebo drink was blue through natural colouring with blueberry taste through natural flavouring, but had negligible antioxidant properties and similar sugar level to the active drink. Placebo pills were empty hard gelatin capsules from Capsugel and Lactose monohydrate from Galenova, identical in appearance to encapsulated tryptophan and tyrosine, all prepared by the CAMH pharmacy. Active beverage (weight 369.55 g) included blueberry juice concentrate (9.99%, Milne), filtered water (79.5%, National Sanitation Foundation), natural blueberry flavour (0.75%, Bell Flavours), granulated sugar (5.99%, Caldic) and citric acid (0.1%, Caldic). The pouch, which was added to the beverage just prior to time of ingestion, included Vitablue North American Blueberry Extract (0.55%, Futureceuticals) and granulated sugar (3.12%, Caldic). Placebo beverage (weight 362.55 g) included natural blueberry flavour (1%, Bell Flavours), filtered water (89.11%, National Sanitation Foundation), granulated sugar (5.71%, Caldic), citric acid (0.2%, Caldic) and Shade Bordeaux (0.25%, GNT). The pouch, which was added to the beverage just prior to the time of ingestion included shade grape blue powder (0.28%, GNT) and granulated sugar (3.46%, Caldic). Volumes and ingredient proportions of beverages varied by less than 5%. Taste was identical across the two products as assessed by the National Sanitation Foundation and study personnel at CAMH. ORAC (Oxygen Radical Absorbance Capacity) values of study product from the same batch were assessed prior to use, at 6 months and at 10 months whereupon a new batch was given to verify consistency across batches as well as in comparison to the previous open trial.19 Participants were allowed to breastfeed. Phone call reminders were given for the first three doses, and the last dose (inclusive of tyrosine or placebo) was supervised by study staff. Participants were also asked about completion of each previous dose at these timepoints to verify adherence.

List of outcomes

The primary outcome was change in 10 cm visual analogue scale (VAS) after depressed mood induction as compared to neutral mood induction. The VAS was measured twice approximately 15 min apart, after neutral mood induction and then measured twice again approximately 15 min apart after depressed mood induction, having been studied in the previous open trial of this supplement.19 A highly correlated secondary outcome was change in profile of mood states score (POMS) after depressed mood induction as compared to neutral mood induction, with the POMS measured once after each of the same mood inductions as the VAS (Fig. 2). The neutral mood and sad mood induction procedures combine the methods of reading selfreferent statements Velten21 and music from Clarke22 to achieve a consistent response.19 As the main aim of the present study was to assess overall severity of postpartum blues after the dietary supplement, an important exploratory outcome was self-report of the Stein Maternity Blues Scale on day 5. The Stein Maternity Blues Scale as a continuous variable was the global measure of postpartum blues because it covers many aspects of postpartum blues, has a clearly defined time for symptom report being the day it is given, is straightforward to administer, is well understood by participants, and has a scale for each item.

Fig. 2: Timeline of key measures in peripartum: CES-D, Center for Epidemiologic Studies Depression Scale (applied to describe days −2 to day 4). VAS, Visual Analogue Scales; POMS, Profile of Mood States.

Since the second aim was to explore the relationship between the dietary supplement administration and later depressive symptoms, another important exploratory outcome was to assess overall severity of depressive symptoms over the subsequent 6 months with the Center for Epidemiologic Scale for Depression (CES-D). The CES-D was prioritized because it queries a broad range of depressive symptoms, yields similar scores with remote and in person administration, offers a substantial dimensional aspect as a continuous variable, has individual items relevant for healthy states and contains substantial distribution of scale within both healthy and MDE categories. Additional measures recorded included the EPDS and the Beck Depression Inventory (BDI). The EPDS is a measure of risk for presence of a MDE in postpartum, with scores above 10 indicating high likelihood. The BDI is a self-report measure of MDE presence and severity of MDE. Adverse events (AE) were recorded using a structured questionnaire where participants rated severity of symptoms that emerged from mild to severe, on days 3 and 5. AE were considered present if an event post intervention at day 5 was not observed pre-intervention at day 3, or was more severe at day 5 than day 3.

Statistics

To assess the MIP, a linear mixed effects model examined effect of group (active versus placebo) and induction state (neutral or depressed mood induction) as fixed effects and participant as a random effect, to evaluate the effect of group on change in depressed mood measured by the mean VAS before and after MIP as well as the POMS. The VAS and POMS are continuous variables and repeated measures. To assess overall severity of postpartum blues, a regression analysis with a general linear model was applied, comparing active versus placebo with crying prior to supplement, measured as a question on the CES-D, as a covariate and a categorical variable; with total Stein Maternity Blues Scale score, a continuous variable as the dependent variable. To assess depressive symptoms in the subsequent 6 months, a linear mixed effect model was applied with total CES-D score, a continuous variable, as the dependent variable, evaluating the interaction between time (change in postpartum CES-D from baseline, 10 days, 1 month, 3 months, 6 months postpartum) and group (active versus placebo). No additional covariates were added to this model. Normally distributed variables are described by mean, standard deviation and/or confidence intervals. Variables with a skewed distribution are described by median and interquartile range. For variables with a skewed distribution the median was applied to calculate effect size.

All participants were included in the analyses, but as the original intention was to withdraw cases with MDE prior to supplement administration, analyses of postpartum blues are also presented without two cases who had MDE level symptoms prior to supplement administration. Also, since the CES-D crying score for the week prior to supplement completion had an imbalance with more cases receiving active (n = 4) but not placebo (n = 0), analyses of postpartum blues are also presented with and without this group as a sensitivity analysis. All analyses were carried out using IBM SPSS 25, or SAS version 9.4.

With a sample size of 100 (50 per group), the minimum detectable effect size to achieve 80% power in terms of a difference in change in MIP effect on VAS scores between the diet supplement and the placebo groups is 0.56 (Cohens d). Effect size was calculated using a two-tailed test and a 0.05 significance level. A data monitoring committee was not used.

Role of funding source

Approximately 85 per cent of study funding was from CAMH and 15 per cent was from Exeltis. CAMH has a licensing agreement with Exeltis in which CAMH receives funding from Exeltis; and Exeltis will manufacture and distribute the dietary supplement. Exeltis had no role in study design, data collection, data analysis, data interpretation, or writing of the report. Dr. Meyer is the inventor of the supplement. Dr. Meyer was also the principal investigator (PI), qualified investigator for medical supervision of study product administration, wrote first draft of report, designed study, contributed to statistical analyses, led team, and led data management. To address this, there was extensive involvement of two staff statisticians (Dr. Wei Wang and Dr. Sheng Chen) and a study monitor appointed to CAMH independently of Dr. Meyer. The approaches for the main analyses of the study were reviewed and approved (or modified as appropriate) by the statisticians. In addition, study data was provided to a statistician independent of CAMH and Exeltis for statistical analysis (Dr. Mingyang Li), which has been integrated in the manuscript. The study monitor inspected 100% of source documents and 30%100% of the correctness of their transfer into case report forms as well as transfer to REDCap data storage approximately every 6 months.

Results

Between January 2019 and December 2022, 151 participants were assessed for eligibility. Of these, 128 were randomized to receive a delivery of active or placebo 1 month prior to giving birth and 116 were eligible at day 3 postpartum (Fig. 1). 104 participants reported starting the supplement on schedule but one participant in the active group had a rash and was withdrawn prior to taking tryptophan or tyrosine. 103 participants began assessment measures and completed intake of the supplement with 51 participants receiving active and 52 participants receiving placebo. All data from participants was included in the study analyses, regardless of their adherence to the supplement or timing of taking the supplement. All 103 cases are included in analyses of symptoms and all 104 cases are included in report of adverse events. During the six month follow up, 3 participants withdrew, 2 after day 10 and 1 after 1 month. Baseline demographic characteristics for active and placebo groups were similar in regards to age, parity, weight, pre-pregnancy body mass index and are described in Table 1.

There were group dissimilarities prior to supplement intake regarding symptoms of MDE and crying. Over postpartum day 2 to 4, two participants in the active condition had MDE-level severity symptoms (based on scores 20 on the CES-D and BDI) versus zero in the placebo condition, and four individuals in the active condition had CES-D crying scores of 3 versus zero in the placebo group. One single case in the active group had both MDE-level symptom severity and a CES-D crying score of 3 (see Discussion regarding recent literature suggesting these unanticipated differences likely attributable to COVID-19 related stress23,24 and supplementary Figure S1). The dietary supplement is not meant to treat PPD and the study protocol was intended to exclude MDE cases prior to supplement administration. However, the dietary supplement was inadvertently given to the two cases with full MDE symptoms because the study design assumed, based on pre-COVID-19 expectations, that screening two weeks prior to giving birth would be sufficient to exclude MDE cases prior to receiving supplement.

The outcome of the MIP effect on VAS was not significantly different between groups (difference in change score between groups 0.39 mm 95% CI: 6.42 to 5.65 mm, mixed effects model, p = 0.90, Fig. 3). Similarly, independent analysis with general linear regression found no effect of group (p = 0.90). The change in POMS score after neutral mood induction as compared to after MIP, which correlated highly with change score in VAS depressed mood (Spearmann correlation coefficient, r = 0.57, p < 0.001), also showed no significant difference between groups in elevation after MIP procedure between groups (difference in MIP effect on POMS between groups 3.33, 95% CI: 16.61 to 9.96, p = 0.36). Similarly, independent analysis with general linear regression found no effect of group (p = 0.36).

Fig. 3: No effect of mood induction procedure on visual analogue scale for depressed mood: VAS, Visual Analogue Scale for Depressed Mood (in mm). Change in VAS shown is mean of third and fourth VAS minus mean of first and second VAS. Error bars represent standard deviation. No significant effect of treatment on change in VAS (mixed effects model, p = 0.90), CI (−6.42, 5.65).

The Stein Maternity Blues Scale scores were lower in the active group (effect size 0.62; median, interquartile range (IQR): active 2.00 (IQR 1, 4); placebo 4.00 (IQR 1.5, 6); regression with general linear model, supplement effect, β coefficient = 1.50 (95% CI: 2.60, 0.40), p = 0.008; effect of CES-D crying before supplement, p = 0.030.00000023, latter depending on crying category compared). While the independent statistical analysis indicated that assumptions were met at an acceptable level, there was some skewedness of residuals, largely caused by one case, which, when removed, led to a more significant effect of treatment (p = 0.001). This case was one of the two cases who had MDE level symptoms prior to supplement. Table 2 presents differences between groups, significance and confidence interval for the estimated coefficient with and without the two cases who unexpectedly had MDE level severity symptoms prior to taking the supplement (for histograms, see Supplementary Figure S2). Also, in contrast to a previous open trial conducted prior to COVID-19, it was observed that many participants reported crying in the week prior to taking the supplement as reflected on CES-D crying scores which were significantly more elevated during waves of COVID-19 (exploratory analysis, Wilcoxon Two-Sample Test Statistic = 1247.5, p = 0.037, Supplementary Figure S1). CES-D crying scores prior to supplement were also a strong predictor of postpartum blues at day 5 so they were included in the model. Additionally, as an alternative approach to determining effect size with the median, independent statistical analysis reported the difference in median Stein Maternity Blues Scale found with quantile regression, t = 2.83, p = 0.006.

Regarding change in depressive symptoms from the week prior to supplement to 6 months later, there was a significant interaction between time of CES-D score and active versus placebo reflecting a greater transition to relatively lower CES-D scores in the active group (mixed effects model, F4,397 = 2.4, p = 0.05, Fig. 4, and Supplementary Figure S3). Independent statistical analysis applying a random intercept and random day effect model with piece-wise day effect, including effects of treatment group, day, day 30, day 90, day 180, and treatment group by day 90, found a significant interaction between treatment group and time at 3 months and beyond, t297 = 2.59, p = 0.01). A similar trend was observed in change in EPDS scores of an interaction between time of CES-D score and condition of active versus placebo.

Twenty-six and 40 AEs occurred within 25% and 42% of active and placebo cases respectively, and there was a trend that they were less likely to occur in participants in the active group (described in Table 3, Chi-Square, p = 0.06). AEs were likely attributable to being postpartum rather than the protocol, with the possible exception of one rash in the active condition. The reduction of overall AEs in the active condition appeared attributable to less drowsiness and headache in the active condition. There were no serious adverse events.

Mean scores on the VAS for belief that participants received active versus placebo at the end of the study were similar between treatment groups and nonsignificant (Wilcoxon Two-Sample Test Statistic = 2670.5, p = 0.31). There was no significant association between belief that the supplement would be effective prior to receiving supplement and reduction in MIP effect on VAS for depression at day 5, reduction in day 5 Stein Maternity Blues Scale, or lower CES-D score at 6 months postpartum.

Fig. 4: Depressive symptoms over first 6 months postpartum: CES-D, Center for Epidemiologic Studies Depression Scale. Interaction between changes in CES-D over time favoured active supplement (interaction between treatment and time, mixed effects model, p = 0.05; alternatively piecewise regression, p = 0.01). Vertical lines represent standard error.

Discussion

The main negative finding was no effect of the dietary supplement on severity of depressed mood induction. An important positive finding was that the dietary supplement was associated with less postpartum blues with an effect size of 0.6, which is larger than other interventions in the PPD supplement field.2527 Additional findings were less adverse events in those taking the active supplement and that over the following six months, those in the supplement condition shifted towards less depressive symptoms, all of which may be related events. The potential influence of COVID-19 on findings, including the negative finding on MIP, should also be considered.

In the present study, it is plausible that most adverse events are attributable to recently giving birth and that the tendency towards lesser frequency of adverse events with active supplement, might reflect a reduction of postpartum blues symptoms. For example, in the active condition there was less drowsiness and less headache which could correspond to the low energy and headache of postpartum blues. Irrespective of the strategy of compensating for elevated MAO-A level, the individual ingredient of L-tryptophan is known to often assist sleep,17 which when better is associated with better energy. L-tyrosine has been shown to enhance cognitive performance during psychological stressors including those that cause physical discomfort and pain,15,16,18 so collectively the effects of tryptophan and tyrosine could reduce perceived problems of low energy and headache.

Cost-effectiveness of this intervention can be considered in comparison to other prevention approaches for PPD such as peer support, counselling, educational programs, social support, cognitivebehavioural therapy, motivational interviewing, supportive care, mindfulness with or without mobile app support, and antidepressants.28,29 Due to cost and scarcity, and in the case of antidepressants potential adverse events and/or undesirability, with the possible exception of some apps, most of these interventions are only available to women at high risk for MDE. In contrast the supplement in the present study could be available to women at low or high risk for MDE. Clear instructions regarding use and a straightforwardly ingestible version of the supplement would aid generalizability. However, it should be noted that therapy interventions could be blended with the supplement regimen, a possible direction for future clinical trials.

Several limitations were present. First, now known in hindsight, COVID-19 is associated with greater depressive symptoms in postpartum,23,24 plausibly due to additional stresses, such as fear of the baby or mother getting COVID-19 which has been identified as a predictor of depressive symptoms24; and an additional concern for participants in the present study was fear of not having a partner present during childbirth due to hospital rules excluding a partner with a symptom of COVID-19. This may account for the two cases not having MDE level symptoms two weeks prior to giving birth yet then having MDE symptoms over 2 to day 4 postpartum; and similarly the high prevalence of crying spells occurring during waves of COVID-19. Also, given the unexpected high prevalence of crying spells reported at the time of birth prior to supplement intake and its strong relation to later severity of postpartum blues, the crying spells rating of the CES-D was applied as a covariate. However this was not planned prior to the trial as COVID-19 emerged during the trial. Another limitation was that the MIP had limited effect compared to a previous study.19 Several reasons for this are speculated, such as lack of adaptation of the procedure from the hospital setting to home, where level of comfort associated with at-home administration may have reduced induction of sad mood, environmental distractions may have interfered with steady mood state, or participants may have experienced fear of contracting COVID-19 from the visiting assessment team who were wearing N95 masks and sitting on plastic sheets. While placebo effect and expectancy bias are considerations, there was no evidence that greater participant belief of receiving supplement or greater belief that supplement would be effective was associated with a lesser reduction in VAS change after the MIP.

It may seem conceptually unlikely that a dietary intervention completed at day 5 is associated with less depressive symptoms 6 months later, but the link between severe postpartum blues in early postpartum and presence of depression symptoms several months later is well established. For example, studies from OHara and colleagues, Adewuya, and Hannah et al. report consistent results of high level of postpartum blues being associated with 4 fold, 10 fold and 85 fold greater risk of PPD one and a half to two and a half months later.13 In the present study, severity of postpartum blues at day 5 was a strong predictor of depressive symptoms over the following 6 months (mixed effects model, effect of day 5 Stein Maternity Blues Scale on interaction of CES-D and time, p < 0.001). As to how countering effects of elevated MAO-A protein could have longer lasting benefit, preventing monoamine deficits could be helpful since monoamine depletion, whether by reduction of serotonin precursor tryptophan, 8 inhibition of tyrosine hydroxylase through administration of α-methyl-p-tyrosine9 or removal of all three by disruption of vesicular storage via reserpine10 leads to depressive syndromes, with the latter occurring after substantial time delay. Future studies could consider larger scale randomized double blind placebo controlled trials to assess the impact of the dietary supplement to prevent postpartum depressive symptoms at thresholds for MDE over 6 month follow up, or to evaluate impact on prevalence of MDE through cohort studies in settings where the dietary supplement is broadly in use.

Overall, the effect size of the dietary supplement for reducing postpartum blues was higher than previous report of dietary supplements tested for preventing postpartum blues or PPD. The supplement was also associated with less adverse events as compared to placebo which can be attributed to by less fatigue and headaches possibly reflecting a reduction in postpartum blues. COVID-19 is suspected to have led to unexpected onset of MDE level symptoms and frequent crying spells in participants earlier in the postpartum period than past timeframes, and adapting the MIP to home use combined with the stressful conditions of COVID-19 may have interfered with its performance. The exploratory finding of progressively less depressive symptoms over time to six months follow up in the active condition is a promising direction for further study, and might be related to impact on postpartum blues, which is known to strongly predict later depressive symptoms.

*Corresponding author. Campbell Family Mental Health Research Institute and Brain Health Imaging Centre, CAMH, Department of Psychiatry, University of Toronto, 250 College Street, Toronto, Ontario, M5T 1R8, Canada. E-mail address: jeffrey.meyer@utoronto.ca (J.H. Meyer).

__________________

Contributors

JHM was the principal investigator, qualified investigator for medical supervision of study product administration, wrote first draft of report, designed study, contributed to statistical analyses, led team, led data management. ZW, AS, YD, YK, AS, ND, JP, YW, RW, HR, ZNcontributed to participant recruitment, and data collection. YDcontributed to study design. MIHprovided backup medical supervision of study product administration. AS, WW, SC, RW, HR, CBT, VScompleted statistical analyses. JHM, ZW, AS, AS, ND, JP, YW, VS accessed and verified the underlying data and take responsibility for the integrity of the data and the accuracy of the data analysis. All authors had full access to all the data in the study. All authors contributed to critical review and editing of the manuscript and had final responsibility for the decision to submit for publication. All authors read and approved the final manuscript.

Data sharing statement

The study protocol will be attached as appendix 1 at the time of publication. The deidentified clinical trial data will be stored on the CAMH research server and available upon reasonable request to the corresponding author via email subsequent to the time of publication.

Declaration of interests

JHM is the inventor on patents for the dietary supplement and there is an agreement between CAMH and Exeltis for the latter to manufacture, and distribute the dietary supplement. JHM also has patents for blood biomarkers in mood disorders to predict neuroinflammation, elevated MAO-B level and elevated MAO-A level in the brain. JHM has received operating grant funding from Exeltis and Sanofi in the past 2 years. MIH receives research grants from the Canadian Institutes of Health Research, CAMH Foundation, University of Toronto, COMPASS Pathfinder; stipend from Society of Biological Psychiatry; payment or honoraria from the American Society of Clinical Psychopharmacology and American College Health Association; consulting fees from Wake Network Inc. and stock options in Mindset Pharma Inc.

Acknowledgements

This research project was funded by the Centre for Addiction and Mental Health (CAMH) and Exeltis. CAMH has a licensing agreement with Exeltis who provides some funding to CAMH. Drs. Meyer and Husain receive salary support from Canada Research Chair awards. Dr. Mingyang Li, independent statistician of 1680018 Ontario Ltd., conducted statistical analyses of the datasets underlying the study.

Appendix A. Supplementary data

Supplementary data related to this article can be found at
https://doi. org/10.1016/j.eclinm.2024.102593.

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The Canadian Health Food Association (CHFA) has announced the winners of its 2024 Industry Achievement Awards

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Beckie Prime, founder of Becks’s Broth, awarded CHFA One To Watch. Photography courtesy CHFA

Ten winners were recognized in Vancouver on Thursday (April 4) at the association’s annual conference and trade show, CHFA NOW.

The awards celebrate the best-of-the-best in the Canadian natural, organic and wellness industries.

Votes from CHFA members determine some winners, while the John Holtmann Award is chosen by the association’s judging panel.

The CHFA Industry Achievement Award winners for 2024 are:

John Holtmann Industry Achievement Award: Matt LeBeau, LeBeau Excel

CHFA One To Watch Award: Beckie Prime, Beck’s Broth

Agent of Change in Social Justice & Advocacy: Gavin Mah, Biomed

CHFA Celebrating Diversity Award: Margaret Coons, Nuts for Cheese

CHFA Award for Excellence in Retail Sales: Lisa Fry, Nature’s Fare Markets

CHFA Award for Excellence in Sales: Jason Cox, Purity Life Health Products

CHFA Launch Pad Winner: Freshfield Naturals Inc.’s Ocean Saving Omega

Woman of Influence Award: Ellen Wheeler, Alive Publishing Group

Retail Innovation Award: Community Natural Foods

Brand Impact Award: St. Francis Herb Farm