Canadian Health Food Association Backs Dietary Supplement Education Alliance

DSEA Consumer Education Campaign Gains International Support

The Canadian Health Food Association (CHFA), Canada’s premier trade organization representing the nutritional supplements industry, is joining the board of directors of the Dietary Supplement Education Alliance (DSEA) in support of the DSEA’s intensive consumer-focused public relations campaign. The announcement was made on March 20, 2003 by Donna Herringer, the CHFA president and CEO and Elliott Balbert, chairman of the board of directors, DSEA.

The CHFA is Canada’s only national association representing manufacturers, distributors and retailers of natural health products. The 39 -year old organization, which has 1200 members, also produces Canada’s largest natural products trade shows.

The DSEA is a coalition of industry leaders whose mission is to educate consumers, media and policymakers on the benefits of dietary supplements for optimizing health and prevention of disease, with a focus on their safety, efficacy and regulation. Its membership includes nutritional and dietary supplement suppliers, manufacturers, retailers and publishers. Two other major industry trade groups back the DSEA, the American Herbal Products Association (AHPA) and National Nutritional Foods Association (NNFA).

Since its inception two years ago, the DSEA has generated more than 75 million media impressions increasing public awareness of the benefits of nutritional supplements through its education project, the Dietary Supplement Information Bureau (DSIB). The organization’s publicity efforts have resulted in positive coverage in more than 130 television news programs and over 1,500 articles in newspapers and magazines.

In addition to media outreach, the DSEA has produced a web site,, which has become a well-known resource for objective information about nutritional supplements. More than 15,000 visitors, including media, consumers and health professionals, access the Web site each month.

“We’re in total support of the DSEA and their critical mission of providing objective information about nutritional supplements to consumers,” said Ms. Herringer. “Their consumer education efforts have generated a momentum from which we can benefit in Canada, where there is a critical need for positive media exposure about the ways in which people can take steps in a pro-active effort to prevent disease and maintain their health.”

“Since the DSEA was established two years ago, dozens of companies have contributed a total of more than one million dollars to fund our education campaign, an effort we all believe is critical to the future of our industry,” said Elliott Balbert, chairman of the DSEA’s board of directors. “The international expansion of our organization is the next logical step in its growth. We welcome the participation of the CHFA and feel confident our outreach program will grow stronger with their participation and support.”

DSEA board members include Elliott Balbert, president and CEO, Natrol, Inc.; Jon Benninger, group publisher, Virgo Publishing; Randy Dennin, vice president, global business development, Capsugel; Michael McGuffin, president, American Herbal Products Association; Adam Morgan, vice president, new business development, Rexall Sundown; Fredrik M. Linder, president, New Hope Natural Media, a division of Penton Media Inc.; David Seckman, executive director and CEO, National Nutritional Foods Association; and Rick Prill, member at large.

For information about joining the DSEA, contact Deb Knowles at (941) 349-9044 or e-mail her at [email protected].


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