Natural Foods Merchandiser

Spotlight On CAM At Expo West

Complementary and alternative medicine will receive more attention at this year's Natural Products Expo West. "We realize that many consumers have more questions than answers surrounding issues regarding complementary and alternative practices," said Brian Henderson, VP/director of trade shows.

New for 2002 is the CAM Pavilion, sponsored by InnoVision Communications, featuring exhibitors and demonstrations. "There will be Ayurvedic suppliers, and we are expecting traditional Chinese medicine exhibitors from Asia as well as Andrew Work, spokesman from Natural Products Expo Asia who will discuss the state of the TCM industry there," Henderson said. All of the dietary supplements products in the CAM pavilion will be screened for compliance with the Dietary Supplement Health and Education Act and the New Hope Exhibitor Standards program, according to Henderson.

In the CAM Pavilion, attendees will find yoga demonstrations, massage, acupressure and Ayurvedic testing. "The Ayurvedic testing is exciting because attendees can find out their Doshas and get herb and dietary recommendations," Henderson said.

The New Hope Standards department reviews all of the CAM practitioners. "Any medical evaluation or treatment information for modalities such as traditional Chinese medicine, Ayurvedic or massage therapy must be done by qualified medical practitioners with titles and qualifications prominently displayed. Tests or treatments resulting in medical waste, such as drawing blood or the use of needles, are strictly prohibited," said Don McLemore, vice president of New Hope Standards.

Two educational seminars hosted by New Hope and Alternative Therapies in Health and Medicine magazine will focus on CAM: "The State of the Industry: Complementary Alternative Medicine" and "The Integrated Clinic: Models in Use and the Role that Products Play." "By providing a forum for discussion, we hope to increase the amount of information that retailers can use to educate their customers," Henderson said.

Natural Products Expo West will take place March 7 to 10 in Anaheim, Calif.; retailers can preshop the show at

Natural Foods Merchandiser volume XXIII/number 2/p. 7

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