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

by Natalie Moore

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

Originally named JC Martens when the Norwegian company was founded in 1838, it primarily traded in dried fish and cod liver oil. Now, EPAX AS products are distributed worldwide to the business-to-business ingredient market under the brand name EPAX.

Brand longevity

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

How the products help

The EPAX lineup consists of 10 unique formulations of EPA and DHA, as well as a combination of EPA- and DHA-rich products, all available in triglycerides (TG) or ethyl esters (EE). Each one is especially designed to address a particular aspect of well-being including cognitive, cardiovascular, eye, joint, mood and mind, pre- and postnatal health, to proper inflammatory response.

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

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

Natural evolution

As IHR magazine currently celebrates our 10-year anniversary — a mere blip on the evolutionary radar compared to the epic EPAX timeline, so far — we’re curious to find out what this historic giant has witnessed during the previous 10 years, alone. “In the last decade, the omega-3 market has grown phenomenally with a double-digit growth annually,” says Hjaltason.
“Today approximately 100,000 metric tons are sold for human consumption. Omega-3 ingredients are used in functional food, for supplements, as medical food ingredients and most recently as prescription pharmaceuticals. We are also seeing new delivery forms such as powders and emulsions, and new sources of EPA and DHA coming from marine phospholipids, as well as from algae and genetically modified crops.”

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

Environmental importance

Since the production’s raw materials come directly from the sea, respect for marine ecosystems has always remained an important aspect of business, so the company has undertaken a number of initiatives. “To EPAX, caring for the environment is paramount and we have our own environmental stewardship policy called EPAX EcoVision. This program is based on sustainable sourcing, traceable origin and accountable operations,” says Traberg. “Sustainable sourcing is based on supplies from Friends of the Sea-certified fisheries in Peru, as well as our own certification. The raw material that we use is traceable — time and place of catch — which in turn is a condition for sustainability. Our manufacturing is certified eco-friendly through ISO 14001 certification for environmental safety management, we practice full material accounting at the manufacturing plant, recycling and zero-waste practices, as well as systems for reduced energy use, etc.”

Introducing new products

There’s a lot to look forward to as EPAX announces several remarkable products in the works, which will soon hit store shelves and should really appeal to consumers. “In the coming month, EPAX will be expanding the product line with the launch of a new high-concentrate ingredient called EPAX 7000 EE. The minimum value of the EPA and DHA fatty acids are 360 mg/g and 240 mg/g respectively, and a minimum total omega-3 content of 700 mg/g. This product will have the highest content of EPA and DHA in our 2:1 ratio product range,” shares Hjaltason. “Furthermore, a new condition-specific product concept will be launched this autumn. This is a product designed for physically active people, from the weekend sport enthusiast to the trained competitive athlete. The product behind the science in this sports nutrition concept is EPAX 4020 TG. Next year, EPAX is planning to launch a high-DHA fatty acids product. This will be a stand-alone product and will also serve as an extension of our popular EPAX 1050 TG formula which contains as a minimum 430 mg/g of DHA.
This product will be ideal for those [retailers] considering launching pre- and postnatal nutrition products,” he reveals.

Always on the edge of innovation, some interesting (perhaps even science-fiction-sounding) new research has come about in the omega-3 fish oil category that EPAX is excited about. “The science behind how omega-3 fatty acids work in our body has advanced greatly in the last few years,” says Hjaltason. “The most exciting science is how omega-3 fatty acids regulate our gene expression. This opens new doors in relation to handling complex symptoms like metabolic syndrome. Also, recent work shows that omega-3 fatty acids can slow down the shortening of the telomeres — they sit at the end of the chromosomes, acting like a cap on the end protecting them from damage. They contain the vital DNA information needed for cellular replication. Every time a cell divides the length of the telomeres become shorter. In the end, the cell cannot divide and it dies. If we can slow down this process, we also slow down the aging process and improve quality of life.”

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

Catch of the Day

Tips from EPAX on what retailers should expect from omega-3 fish oils and manufacturers:

High-quality oils from a reputable brand that adheres to strict manufacturing standards for pollutants and other parameters

Concentrated oils to ensure sufficient intake of EPA and DHA fatty acids

Brands that have documented results

Brands that conform to traceable and sustainable raw material sourcing

The founders of successful brands such as Avalon and Alba return to the business with the winning Andalou Naturals product line.

By Carlos Weigle

Then passion is what drives you, how can you stay away from the things you love? That dilemma must have crossed the minds of Mark and Stacey Egide last March, after spending seven years out of the natural beauty business. A business they knew very well and to which they had devoted their energy and drive for innovation. It was then when Stacey asked Mark, “What do you think about starting another company?” The passion seed was planted again, and the result is the blossoming of Andalou Naturals, a revolutionary line of skin, hair and body care products.

Yet, as it is the case with every good passion story, it all began years ago. Mark, who has been in the industry for 32 years, started his path at Carme International, manufacturers of brands such as Carme and Millcreek. When the company was sold in 1989, he saw it as the perfect opportunity for launching a business of his own and started the Beauty Without Cruelty line for the natural products market.

One success story was followed by another: Just months later, Stacey joined Mark and together they created the San Francisco Soap brand of bath and body products, which went on to become the second largest specialty bath and body brand in the United States, one that produced over one million gift sets every year. That business was sold in the late ’90s.

Organically Beautiful

That’s when a great idea emerged: If natural product enthusiasts were becoming increasingly passionate about organic foods, why weren’t personal care products following that trend? “After six months of research on organic ingredient availability and another six months of product development, we launched the first full line of personal care products with significant levels (at least 70 per cent) of certified organic ingredients, Avalon Organics,” recalls Mark.

Their commitment to certified organic continued with the Alba Botanica brand and the launch of the Alba Hawaiian product line, “one of the most successful brand introductions in the natural products history,” underlines Stacey.

Avalon was also sold, years passed, and then Stacey asked Mark that crucial question, “What do you think about starting another company?” She told him curiosity struck when she started reading about some research a Swiss company was conducting on plant stem cells, and more specifically, fruit stem cells. “She had also been doing some preliminary research on other key and very unique ingredients for skin care,” explains Mark. “After a couple of months reviewing the materials, it was clear fruit stem cell science was, in our opinion, the next big thing in anti-aging skin care products. These are ingredients, and this is a science that really works.”

It was time for their new brand, Andalou Naturals, to shine. It now offers 37 different skin, hair and body care products based on fruit stem cell science, as well as other key, unique ingredients such as probiotic, polypeptides and an exclusive bioactive eight-berry complex. All products also have a minimum 70 per cent certified organic content in an aloe vera base, and meet the Whole Foods Market premium standard for ingredients.

Interestingly enough, coming up with a name that can really represent your brand is almost as challenging as developing a great line of products. Yet, as with everything Mark and Stacey do, that name came to them in a very natural and organic way. “The word Andalou has a rich, ancient history, with connotations of emergence, as a ‘path of light,’” explains Stacey. It is also the French spelling for Andalusia, a region in southern Spain, “a geographic and cultural getaway between Europe and Africa, bridged between the Atlantic Ocean and the Mediterranean Sea.”

Love Your Farmer

Once you have great products and a fine name, it’s always good to look outside your bubble and care about others. As Stacey puts it, “we value knowing where our ingredients come from and the farmers who grow them.” Andalou has a commitment to sustainability by promoting socially responsible trade and commerce, and is also devoted to helping communities through several well-respected organizations. Among them, Women’s Initiative for Self Employment, The Breast Cancer Fund, GLIDE (against marginalization and poverty) and the Rainforest Action Network.

In order to succeed, you also need a great team. That’s why Mark and Stacey decided to “get the old band together” and gather some of the people who worked with them in the past, as well as reaching out to a few others who had been on their radar for quite some time.

The result of combining all those key ingredients is already evident: Andalou Naturals products are being successfully distributed nationally in the U.S. by Whole Foods Market and hundreds of other retailers, both in Canada and the U.S. Meanwhile, consumers are really excited about fruit stem cell science and its skin care benefits, such as awakening dormant cells to behave like younger, healthy cells, repairing cellular damage caused by UV radiation, oxidative and environmental stress, and protecting the longevity of skin and follicle stem cells for continuous regeneration at the cellular level.

“We have been in overdrive for a year, and are so pleased that our excitement is being shared across North America,” note Stacey and Mark. Which proves the point that being away from what you love can only be temporary, and that passion and innovation are key ingredients to any successful recipe.

A leader in the production of wild oregano oil, North American Herb and Spice has helped bring this healing ingredient back into the market

By E. Z. Guler-Tuck

The use of oregano oil reached its peak in North America in the 1930s, only to be completely removed from the marketplace in the 1940s. The culprit of this mass eradication of the herb was “adulteration of the natural oil by companies trying to maximize profits,” says Judy Kay Gray, President of North American Herb and Spice.

Gray is the founder of the company, and she holds a Masters of Science in Nutrition. When she reintroduced oregano oil to the market in the 1990s, it immediately gained popularity. This rapid rise to the top was attributed to “the commitment to a pure, unadulterated, high-quality oregano oil,” she explains. However, in recent years, “it appears history is repeating itself. Competitors have flooded the marketplace with low-cost adulterated oregano oils with standardized synthetic carvacrol contents that marginalize oregano’s nutritional benefits,” just like in the 1930s.

A “small” order

Since its inception, North American Herb and Spice has grown into a company that integrates “sustainability programs and fair trade practices around the world that benefit local indigenous populations,” says Gray. “Because we look for only the highest quality old-world sources, our focus revolves around providing a premium product.” This type of business model enables the company to run as a small business with 20 full-time employees in Canada and the U.S.

A heap of health benefits

North American Herb and Spice is in the business of bottling healthy ingredients and marketing them to its customers in effective ways.

The company offers a signature line of products featuring oregano, along with other ingredients that it bottles, including omega oils, vitamins, minerals, food oils and sprays, for a total of more than 130 natural health products.

“We are the oregano experts! Recently we released several product lines we are certain will benefit our customers,” Gray affirms. The Oreganol line features everything from germ-killing cleaners to moisturizing cream, along with your usual edible oils, which dissolve in any food or beverage and are offered in a variety of sizes and application methods.

With strong antioxidant properties that are far superior to those of blueberries, “oregano oil contains a delicate balance of plant phenols that, when found in their natural ratio, can produce medicinal benefits in many different applications. This makes oregano oil very versatile as a natural alternative medicine and is why it is often called ‘the medicine chest in a bottle,’” she says. “The juice of oregano is a highly oxygenated hydrosol that provides much needed nourishment on a cellular level.”

The four different varieties, offered in capsule form, provide various benefits to the body. “First, our Oreganol P73 gelcap is a convenient way to take oil of oregano for those who prefer it in capsule form. Our OregaRESP p73 is a very concentrated, desiccated multi-spice oil capsule that provides support for the respiratory system. Our OregaMax is the original, raw, crude oregano blend that is a dietary staple for its potent, natural, trace-mineral content. Finally, our OregaBiotic is a novel spice oil complex emulsified in beeswax, which provides a unique delivery system that supports the gut and intestines,” lists Gray.

No part of the body has been overlooked; the company’s SinuOrega formulation keeps the nasal passages clear, while a topical cream made with oregano oil helps maintain good skin health.

The customer is king

One of North American Herb and Spice’s greatest strengths is the way in which it communicates with its customers. The small staff enables the company to reach out and engage its customers and the community, responding to their demands by providing quality, natural health products.

“Some of the most rewarding experiences, beyond my own personal blessings, are the miracles I have witnessed through communication I have had with my customers,” says Gray. “Countless telephone calls, letters, and emails that remind us why we work so hard to help and educate our consumer. I am reassured every time we make a difference in someone’s life, and that is what motivates us most.”

Four wild species

Unlike many oregano oil compositions, the oil produced by the company is made from a blend of four wild species of oregano. These species of oregano are derived from Turkey, where, for many years, the herb has been an important part of the culture, used in food, medicine and as a preservative.

“The North American Herb and Spice blend of wild high-mountain oregano comes from a region of Turkey where it grows directly out of ancient mineral-rich lime rock,” Gray explains. “This is of utmost importance because the natural phenolic balance found in high-mountain oregano is superior to that found in low-growing plants. Our oregano is truly wild, hand-picked by villagers whose knowledge comes from generations of personal use.”

The harvesting process begins when the oregano is transported to the distillation facility where “it is steam distilled using the purest, untainted water from a 300-foot-deep aquifer. We then bottle the oregano oil, using a time-tested ratio of certified organic extra virgin olive oil. This is the only, truly edible way to benefit from the immense powers of wild oregano oil,” she concludes.

Coming up

The company continues to offer product lines that answer to the growing demand in the market, as well as work on developing new ways of bringing the ingredients to the shelves.

New developments at North American Herb and Spice HQ include “a human study that will prove oregano oil, along with other wild spice oils, is effective against toenail fungus,” Gray says.

North American Herb and Spice is dedicated to and deeply involved with the sourcing and production processes that offer its customers authentic, fresh ingredients from various regions in the world. With this mission in mind, there is no doubt that the company will take its “small business” to new heights within its categories, and the market for its products will continue to grow.

Flash Beauté Inc. works closely with women in remote African villages to bring beauty products to Canadians

By Carol Crenna
As a pioneer in organic beauty products in 1998, he encountered what many of us would consider insurmountable obstacles to certify ingredients grown in rural Africa.Although many customers give organic labels little more than a glance, simply expecting the certification on health store products, Jerome Vignols, founder of Flash Beauté Inc., experienced the challenges of achieving this accomplishment.

Vignols states, “Obtaining certification for shea butter in 2003 was an achievement. In remote villages, women were mostly illiterate, which made management requirements and paperwork very difficult. It took two years of sending trainees thousands of kilometres to implement high standards and educate women on the difference between an organic and a conventional product.”

Launching Kariderm

His company developed a close relationship with a women’s cooperative in Burkina Faso, West Africa, and introduced the world’s first certified organic shea butter under the Kariderm brand. Fair trade certification followed soon afterward. The company sells only pure, unrefined shea butter, extracted without solvents, to retain its nutrients. Most production is still done by hand; the only exception is mechanical filters that remove impurities.

From its beginnings as a small specialty importer, Flash Beauté Inc. has now become a manufacturer and distributor of a complete range of beauty products. Thirty different 100 per cent natural shea butter products for body, face and hair care are sold across Canada through health retailers, with additional importers in Europe and Korea.

Why shea butter?

Although it had gained popularity in France, where Vignols originally lived, shea butter was not known in Canada. “I met the president of a cooperative in Africa where it has been produced as a traditional product for centuries. I recognized that it was an opportunity for business and to introduce Canadians to shea’s many benefits,” explains Vignols. (L’Occitane had previously introduced shea butter in Quebec.)

Deciphering quality

Today several brands sell shea butter, but according to Vignols, they don’t offer what Kariderm does. Quality varies from country to country, affected by production methods. The key is to retain strict, consistent selection of nuts. Oil quality can be identified by colour and scent greyish or greenish, rather than pale cream, and stronger smell, instead of a very light scent, denotes lesser grades. “Sometimes producers buy the cheapest nuts in bulk and then process them in not the best conditions so the products acquire a stronger smell or become rancid,” he says. Kariderm doesn’t add or remove anything including fragrance.

Launching African Essentials

Although Flash Beauté has expanded to other ingredients, it sticks to basics: selling only natural products that are easy to use and easy to understand. Consumers are increasingly seeking good natural beauty products for daily care, and pay much attention to validating the story behind them, according to Vignols.

Specializing in raw materials lesser known in Canada, Flash Beauté Inc. duplicated the partnership established in Burkina Faso this time in rural Morocco. There it produces high-altitude, unrefined argan oil under the label African Essentials. It will expand to a full line of argan based hair and skin care products. Again, Vignols partnered with rural women producers to obtain ECOCERT organic and fair trade certification.

Argan oil is not new to the West, but other brands have yet to be certified organic and fair trade. African Essentials Argan Oil actually got a boost from other brands; due to the popularity of Moroccan Oil, consumers began seeking out products containing the pure oil, not found as just one ingredient in a processed formula with additives.

High altitude argan oil is produced in a small village in the mountains in limited quantities. It is very isolated; people retain their original culture with few modern conveniences. “There are no roads, only rocky pathways, which makes transportation difficult, resulting in costly imports,” admits Vignols, who has visited the community. Since African Essentials just launched, it currently just sells across Ontario and Quebec.

What is argan oil?

African Essentials Argan Oil is produced from selected raw argan nuts extracted from dried fallen fruits. This differs from some producers that gather all nuts found on the ground, which often come from goats that ingested the fruit whole, thus generating a lower grade “goat’s oil.”

Argania spinosa trees are now government-protected, making it unlawful to cut them down for wood, and they’re monitored for goats that climb the trees to eat the fruit, often destroying blossoms for the next year’s fruit. “Villagers now pay attention because it has become one of the area’s few resources. There is cattle breeding, but since it is so dry, they have very little agriculture,” explains Vignols.

Shea butter vs. argan oil?

Consumer feedback for both oils is positive. Vignols says people with extreme eczema conditions have found great relief with shea butter. “We launched it during winter to protect against harsh weather, and then suddenly sales picked up during summer months, too. Customers like it year-round, especially in dry climates like Alberta.”

Argan oil works well on hair, but it also gives surprising results on skin because it is very quickly absorbed. Whereas shea butter is a little heavier, and is used for very dry facial skin or body care, argan oil is exceptional for all facial skin types. Shea butter is absorbed at a deeper level, making it therapeutic for eczema and psoriasis, yet argan oil offers immediate surface results.

New ingredients

In future Flash Beaute will be developing other African-sourced beauty products with unique traditional ingredients under the African Essentials brand. They will include black cumin oil and baobab oil. “We will keep them pure, simple and very effective,” concludes Vignols. “And if we continue to sell the best possible products to consumers, we will also impact the communities involved in making them.”

If anything, the world has become more competitive in the past few years since the global economy hit a speed bump. Now we take a moment to check in with some of the companies that have stood the test of time from start-up to success, and see how they’re adjusting to the current challenging business environment.

New Nordic in Canada

As a global company originating in Sweden, New Nordic has been actively growing its footprint in the Canadian market. Jan Petersen, who is the general manager for the Canadian and U.S. operations, tells us how the Canadian subsidiary has grown its sales and product line over the past few years, even switching locations to accommodate more employees.

The growth has been anchored by the company’s focus on new and innovative products, and on ongoing marketing support for these products. New Nordic has recently partnered with Purity Life for distribution to health food stores in Canada.

“We are very pleased to be working with Purity Life, and they have proven to be a professional and very pleasant partner to work with,” says Petersen.

“This year we’re introducing quite a few new products and lines that we are very excited about,” he continues. “One is a new detox product, which is a line extension of our known Biofirm product. You could call it a daily detox, one that emphasizes the importance of a healthy liver. We are also launching a very interesting hair, nail and skin product that has done well for us in all other markets. These products are available now.”

Recently, New Nordic has also gained the rights to distribute an internationally recognized product line from Switzerland for ADHD symptoms. Equazen Eye Q, as the line is called, is approved by Health Canada to improve concentration levels in children and adolescents with ADHD. The products have undergone extensive clinical testing and are based on a very specific ratio of essential fatty acids.

“Once the Canadian consumers and professionals realize the potential of this product to help their condition of ADHD, naturally, I think it will be a very popular product,” Petersen says.

New Nordic now operates in 20 countries worldwide, and is dedicated to building its business in Canada and globally. “More than ever, we are developing new products and product lines,” says Petersen, “which I think is the right way to move the company forward.” –Gord Henning

Company Snapshot

Company Name: New Nordic Inc.

Location: Head office, Malmo, Sweden (Canadian operations are run out of Montreal, Que.)

Phone: 514-419-5160

Website: www.newnordic.ca

Employees: 6

Michael Theodor Brokerage Inc.

One of Canada’s leading natural product brokers, Michael Theodor Brokerage Inc. (MTBI) opened its doors back in 1979. Today, the company is still evolving, still striving to maintain its competitive edge. One example of this is currently being rolled out to the compay’s reps: a tablet computer to simplify travelling sales. “They’ll use the tablet instead of having to pull out sales sheets,” says Jimmy Vaid, vice president of MTB. “One of the big changes we’ve gone through is moving from national to regional sales management.”

MTB has hired two new brand managers, and is also experimenting with dividing the company’s reps according to categories in a number of geographic areas across the country. “Especially on the supplement side, it’s a different sell,” says Vaid, and having specialized reps makes it easier. “It gives the retailer a different resource to rely upon, and it also helps our vendor partners, because the rep is better able to answer any product-related questions the retailer may have.”

There are a number of product segments that MTB has targeted for expansion this year. “We are very focused on growing the supplements business,” Vaid points out, noting demographics as a major driving force behind the potential of the baby boomer market.

“We are really active right now in protein products,” says Vaid, products such as organic chicken and wild sustainable fish. “I think MTB is the only broker in those categories, leading the way. The knowledge that we have and the employees that we have, really allowed us to break into these new markets.”

A few years back, MTB had acquired a beachhead in Hong Kong to tap the enormous potential of the Asian market; however, it was distracting from the business in Canada, says Vaid. “We were experiencing a lot of growth in Canada, so we pulled back from Hong Kong. Now we’re completely focused on serving and growing with this market.” It’s a focus that is serving the company well. –Gord Henning

Company Snapshot

Company Name: Michael Theodor Brokerage Inc.

Location: Toronto, Ont. & Richmond, B.C.

Phone: 1-800-668-3008

Website: www.mtbi.ca

Employees: 28

Ascenta Health Ltd.

Ascenta’s award-winning NutraSea brand has come a long way since its introduction to the market in 2003. These Canadian pioneers of the omega-3 fish oil category boasted a 700 per cent boost in second-year sales. This successfully secured the fledgling Nova Scotia-based company’s place in the competitive natural health products market.

“Ascenta exists to create positive social and environmental change. We are guided by the elements of our living manifesto in all that we do, which helps us live a culture that is aligned with our values and helps us attract the best staff and external partners to reach our goal,” says Alexandra Orozco, vice president of marketing. Since Ascenta introduced its turnkey product, NutraSea, they now “have a SKU line-up that offers an optimal omega-3 formulation for everyone in the family.”

Not only is Ascenta committed to its employees, clients and brands, its sustainable practices have demonstrated a commitment to the environment, as well. In the last decade, Ascenta donated one per cent of sales to environmental groups.

“Our own health and happiness is tied to the planet’s health. We’ve only ever used sustainable oil sources. We work to minimize our ecological footprint, and we are proud to have been the first natural health company to donate one per cent to the planet,” explains Orozco.

With a significant amount of research and development, extensive internal training and its Pure Check certification program, Ascenta has been able to get a leg up on production in the fatty acids category. The Pure Check logo, which can be found on all Ascenta products, guarantees that these supplements have been tested for contaminants, as well as undergone strict quality control. “Unlike many brands that don’t meet label claims, we do: for every bottle we produce, you can see it for yourself,” Orozco says.

Ascenta’s sales staff pride themselves on their continued commitment to their relationships with retailers. Instead of simply wanting to get retailers to buy their products, the company’s primary goal is to develop a strong bond with each retailer by providing them with easy access to experts and education. Ongoing improvements to retailer education programs give Ascenta that edge they need to maintain leadership in their category and the industry.

Ascenta’s team of scientists is always hard at work developing new, innovative products to help consumers get, and stay, healthy. Although Ascenta is keeping the introduction of its newest products under wraps, Orozco divulges, “We will be launching a couple of products over the next 12 months and are very excited, given their level of innovation.” –E. Z. Guler-Tuck

Company Snapshot

Company Name: Ascenta Health Ltd.

Location: Dartmouth, N.S.

Phone: 1- 866-224-1775

Website: www.ascentahealth.com

Employees: 50+

New Age Marketing

With an arsenal of non-dairy beverages, natural and organic juices and sodas, energy drinks, nutrition bars, organic herbs and spices, bulk natural and organic foods, green supplements, vegan meat alternatives and personal care products, New Age Marketing is one of Canada’s leading natural product
brokerage firms.

“Founded over 25 years ago, New Age Marketing played a pivotal role in actually introducing leading brands in each of these categories to natural channel distributors and retailers initially.And over the years we assisted in building their sales and market penetration to include the supermarkets, chain drug stores and convenience stores,” explains Michael Weiner, director of new business, market development and consulting.

Recently, the company worked on a succession plan that culminated in a very important announcement in January of this year. “[We are] pleased to announce that three long-term employees of New Age Marketing, Frank Gallucci, Alex Fossella and Marco Blouin have taken the reins of the company under New Age Marketing & Brand Management,” says Weiner.

One of the driving forces behind the company is the successful sales of many of its key brands, including Knudsen and Santa Cruz beverages, Vitasoy, Frontier and Simply Organic herbs and spices, Mary’s organic crackers, Bakery on Main Gluten-Free cereals, Aubrey personal care products and Aura Cacia aromatherapy products. Each brand has come part and parcel with a solid creative program and marketing strategy.

“Many industry strategies which are common today were actually first developed and implemented by New Age Marketing for some of our leading brands over 20 years ago to take advantage of growing market needs and trends,” says Weiner. These include the introduction of tiered case stack programs, MCB programs, multiple purchase initiatives, full truckload and ocean container load pricing and major data subscriptions used to better analyze mass market sales trends.

The future is bright for the folks at New Age Marketing as they continue to grow their staff and network while providing ethical sales and marketing practice, and focus on natural and organic ingredients.

“We have attracted new products to our portfolio, including Bella Italia, Bold Organics and Earth Friendly Product. We are always seeking high-quality brands to represent and high quality people to work for us and with us,” says Weiner. With a winning formula like this, their representation and marketing in the industry will lead the company in the right direction. –E. Z. Guler-Tuck

Company Snapshot

Company Name: New Age Marketing

Location: White Rock, B.C., Calgary, Alta., Toronto, Ont.
and Montreal, Que.

Phone: 1-888-868-0127

Website: http://newagemarketing.ca

Employees: 15

Land Art

Not every company specializing in botanical extracts can succeed. That’s why when Michael Deslandes, a biologist and flavour chemist, made a chlorophyll drink that actually tasted good, they knew they were on the right track to greeny goodness.

The “Land Art Adventure” began with the efforts of Deslandes and his father Jean-Claude in 1992. This family-run Canadian company grew rapidly, leading the race in the liquid dietary supplements field. “As of today, we have more than 50 different products fulfilling specific needs. Our staff is highly qualified to answer any of your questions,” says Deslandes.

The success of the company over the years has been attributed to its team of lab experts and multidisciplinary scientists, who take naturopathic and scientific approaches to developing its brands. Land Art’s in-house naturopath, Andre Gagnon, stands by the effectiveness and high quality of the company’s easy-to-use supplements. “To ensure quality, every batch [of product] is analyzed by an independent laboratory before it is shipped to the market. Nothing is neglected, to ensure the highest quality standards possible,” explains Gagnon.

Since we last checked in with them, after 20 years of striving to position themselves as the leading liquid supplements provider in the country, they have found a winning “formula” (or many) that works. “What distinguishes our [brand] is the variety of the formulas and the quality of the ingredients. Another bestseller is the B-complex, known for its good taste and balanced dosage of active ingredients,” says Valerie Deslandes, the third generation, now driving the brand in sales and marketing.

A rapid expansion plan is in the works for Land Art, as they push hard to gain an edge with their marketing strategy. They have cornered the Quebec market, and now the company has its eyes set on Ontario and California for 2012.

The company’s growth will heavily depend on how well it can maintain its high standards and stick to its roots, “The company is still 100 per cent local and buys some local material and ingredients most of the time when possible. We do not use any artificial flavouring, colouring or sweeteners,” says Deslandes. “Our in-house quality control specs are much more severe than Health Canada’s, and all the products are guaranteed gluten-free.”–E. Z. Guler-Tuck

Company Snapshot

Company Name: Land Art

Location: Varennes, Que.

Phone: 450-929-1933

Website: www.landart.ca

Employees: 20

Omega Alpha helped pave the way for the natural products industry

By Jessica Uniac

Not many businesses have a company name they can say sums up and represents the goals they  achieved

in their industry in just two decades as a nutraceuticals manufacturing company. Toronto-based Omega Alpha Pharmaceuticals can make this claim.

“We thought, we’re just a small company starting up – one  day we will be a much bigger company,” says founder and custom manufacturer Dr. Gordon Chang, on how they chose their name. Chang received his Ph.D. in physiology from the University of Toronto, Institute of Biomedical Engineering, more than 20 years ago.

Soon after, Chang chose a career in OTC pharmaceutical manufacturing for natural health products. After jumping through hoops for Health Canada to become GMP certified, and while making contacts in the industry and landing some small U.S.-based contracts, Chang knew that what he wanted to do was possible. “When we started, it was in 1992,” he recalls, “You have to remember back then there was just a sprinkling of interest in natural products. You didn’t have a lot of people beating down the door to buy the stuff we were producing.”

The companies that were making money back then were selling items such as multivitamins, sticking with what consumers knew. Natural products hadn’t hit the mainstream yet. “I think that is why we were able to get into the industry,” Chang says. “The competition wasn’t as stiff. If I wanted to get into the industry today, I would have to have a lot more money.”

There have always been skeptics when it comes to natural health, and back then the industry was lacking legitimacy; there were few people accepting natural products as beneficial to their health. “Yet, if everyone sat down to think about it, they would realize that most of the drugs that were available had their humble beginnings from an herb. I always use the classic example of Aspirin,” says Chang, citing the well-known substance that originated from willow bark.

Over the years, the industry has gained credibility, with the general public coming around to believe herbal products could be useful. It also helped to have Chang’s academic credentials to give the company legitimacy, in addition to a pharmaceutical license to manufacture, which encouraged people to believe in the products.

Regulations are good

With the new regulations set by Health Canada, it is a common complaint by many manufacturers that it is very hard to get new natural health products approved. Omega Alpha, however, ultimately sees this as being valuable. “There’s probably going to be products for which we will never be able to get an NPN. There are many reasons for that. One of the major ones is that Health Canada still hasn’t figured out how to handle some of these products. As a company, we’re at the stage where the regulations are a good thing just because the general buying public will have a lot more confidence and trust in the products we produce,” says Chang.

In terms of Omega Alpha’s top sellers, the products the public is comfortable with, such as vitamin D, are very popular. Chang says, “We have a calcium magnesium product in liquid form and also in a capsule. The difference with this cal-mag is that we have included the trace minerals you would normally need, which are not always found in cal-mag products. We have detox products – our Lung Flush, Liver Flush and Kidney Flush. We have an Active Living line, which includes bone and joint products, and we have probiotics and more.”

Products for pets

Always on the edge of innovation, Omega Alpha manufactures a product line for pets. “About 10 years ago we launched a line for the equine market,” Chang recalls. “We are actually the leaders in the equine market in Canada right now. What was happening was that all these people who ride horses had pets, and I kept getting phone calls from everybody asking me, ‘can we use this on our cats?’ or ‘can we use this on our dogs?’ because they were seeing these great results in their horses.”

So after getting repeatedly asked, about four years ago Omega Alpha decided to launch a pet line. North Americans treat their pets like family, and pairing the needs of these pet owners with a 20-year-old, highly trusted brand means it’s no surprise this is a growing product category. They started off with products such as detox for pets, as well as focusing on joint health and probiotics.

“We did not go off the deep end and say, ‘we will cure your dog of cancer’ or something like that,” Chang says. “To be fair, when we first came on the market with it, it was like pulling teeth, like anything else. Yet we sank money into the advertising; we did a lot of trade shows, and so on.”

Chang adds that Omega Alpha is not at the point where the pet product line can be a stand-alone, yet they are planning to go into the U.S. with some of their equine and pet products soon. “And the reason we’re going in with those two is because we’re so very unique in that area.”

When asked what he predicts in terms of product development in the next 10 or 20 years, Chang says, “There’s going to be a lot of opportunity out there for different and new products to come down the pipe. Yet again, with the new regulations in place, it’s going to be a lot more difficult to introduce some of the new ingredients. What I see happening will probably be a lot of different combinations of known ingredients that are already out there.”

A great resource Omega Alpha offers consumers is the opportunity to learn – from Chang and his education team – about the products, including what’s in them, how they work and what health issues the products are serving. “We have set up teleseminars that you can call in to, or join us on the Internet for education on our products and on different themes, such as boosting the immune system, what exactly that means and the science behind it,” says Chang.

The Rwanda vitamin

Another way Omega Alpha reaches out is to make many charitable donations. The one that seems to be the most noteworthy comes in the form of a vitamin supplement. Chang created a multivitamin specifically for a Rwandan orphanage and the people there who were malnourished. For a manufacturer of supplements, this makes perfect sense. Chang calls it “the Rwanda vitamin.” He understands that one vitamin isn’t going to change a life, yet what he is trying to do is “contribute to the health and well-being of these severely disadvantaged kids.”

Omega Alpha has also donated to an order of nuns working in Guatemala where many of the orphans are very malnourished. They have used the parasite cleanse and nutritional products to help nourish the kids back to good health.

In addition, they also donate human, pet and  equine products (or money) to organizations such as the Thunderbird Adoption Society, Out in the Cold and numerous local and national animal shelters. Chang’s generosity far exceeds his memory and even he was surprised to learn (when we checked with his staff) that Omega Alpha donates annually to about 100 charitable, business, spiritual and athletic organizations.