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Articles from 2009 In June

Tired Eye Supplement Announced at Optometry Meeting

Astavita Professional was introducing a new concept product at the Optometry's meeting held in Washington, DC from June 25 to 27 for suffers of asthenopia called "Eye Fatigue Relief."

The phenomenon known as asthenopia, commonly referred to as eye fatigue, is characterized by such symptoms as sensitivity to glare, headaches, sore eyes, and blurred vision. Beside removal of the cause of eye fatigue, which is often not practical, there has to date been little progress toward relief of this growing problem. In answer to this challenge of unresolved and growing asthenopia suffering, Fuji Chemical Industry of Japan has focused on the research of the all natural antioxidant, AstaREAL® astaxanthin for the relief and prevention of eye fatigue. To date, Fuji has sponsored 11 human clinical studies regarding the reduction of asthenopia symptoms with astaxanthin supplementation performed at 6 different universities and research institutions. This well studied nutritional active is the component in Eye Fatigue Relief that carries the benefit of reduced onset of asthenopia symptoms.

Of the 11 human clinicals, several of the studies were performed on subjects who operated a computer continuously throughout the day. Overall, research has shown significant positive results by instrumentation, measuring such things as accommodation (focus), acuity and critical flicker fusion, as well as by questionnaire response regarding eye fatigue complaints.

What is astaxanthin, how is it produced and why does it work? The astaxanthin used to produce Eye Fatigue Relief is an all-natural carotenoid with exceptional antioxidant power with a unique orientation within the body's cells which spans the bi-layer of the cell membrane. Astaxanthin is the only carotenoid that has both a hydroxyl group as well as a keto group on both ends of the molecule. These two polar ends are what allow the astaxanthin to anchor itself to the two outer layers of the cell membrane. This explains its ability to act as both a lipid soluble and water soluble antioxidant key to its ability to reduce cellular inflammation while also protecting the mitochondria, the power house of the cell.

Astaxanthin is what gives the pink and orange color to salmon, shrimp and lobster. The most abundant source of natural astaxanthin can be found in the fresh water microalgae called Haematococcus pluvialis. Fuji cultivates these microalgae in Maui, Hawaii and Sweden in fully enclosed and protected bio-systems for maximum control and quality.

Supporting studies have helped to provide insight into the reasons why astaxanthin helps to reduce eye fatigue, including factors such as increased capillary blood flow and improved ciliary body function. The ciliary body is a small muscle in the eye responsible for controlling the lens of the eye. Like any other muscle in the body if we overwork this tiny muscle, we will feel discomfort or pain along with other symptoms of tired eyes. Several studies, involving the ciliary body as well as other muscles in the body, have shown astaxanthin to generally increase the endurance and recovery of muscles after overuse, exercise or other forms of stress.

AstaREAL astaxanthin is a Global Brand of Fuji Chemical Industry Co., Ltd. For information on the research behind astaxanthin and asthenopia contact Fuji Health Science, Inc. at 1-877-385-4777 ([email protected]) or Astavita Professional at 1-866-444-5121 ([email protected]).

Industry Self-Regulation is Key to China Food Safety Success

Finding an appropriate balance between regulation and industry self-regulation on food safety is one of the keys to the success of China’s new food safety law, a policy adviser has said.

Speaking about the new law, which became applicable in China last month, EAS Asia Adviser Jie Hu said that industry players’ careful food safety control and regulators’ effective audit could contribute largely to its implementation.

“There have been a series of food safety scandals in recent years in China that have seriously undermined consumer confidence, and the new law aims to restore confidence from domestic consumers and international trade partners on the safety of the food products made in China, ” said Ms Hu. “The development of the law is a significant step, and improving food safety issues in China will be a long-term process.”

The new law has introduced a set of comprehensive monitoring and reporting procedures, stricter inspections, and supervision on product quality. It aims to implement an integrated “farm-to-fork” approach on food safety control; cut down on regulatory overlaps and conflict among enforcement bodies, and increase the legal liability of food producers. It also places specific responsibilities for food safety on the food sector.

Ms Hu said: “The food safety problems in the past have mostly been generated by some irresponsible producers who cheated the quality control and the inspection system to make a profit. It is unrealistic to think that this irresponsible behaviour would disappear overnight with the implementation of the new law. It is equally unrealistic to expect that the government could inspect at all stages of the production process of all food producers.”

“Having said that,” she added, “it is worth noting that it is the first time that industry’s role in safeguarding food safety is clarified in such fashion and China needs to go through the process of engaging and obliging the food sector to develop more effective self regulation in food safety management.”

To hear the full seven-minute podcast interview with Jie Hu, visit

Demand for Natural Products Drives Strong Attendance

Natural MarketPlace (, July 9-11, 2009 at the Sands Expo & Convention Center, The Venetian Resort Hotel, Las Vegas, NV, is expecting a strong attendance next week of over 4,400 industry members, increasing buyer attendance almost 100% over 2008. Produced by New Hope Natural Media in partnership with the Natural Products Association, this year’s show will feature products and services from 175 different exhibiting companies in the areas of supplements, health & beauty, natural living, and food & beverage.
Consumer interest in natural products is at an all-time high, revealing nearly 10% overall growth of the natural products industry in 2008, to $68 billion, according to Natural Foods Merchandiser’s Market Overview (June 2009). Consumers are demanding more natural, healthy lifestyle products wherever they shop, and retailers are responding by offering new products and more choices than ever before.

“Natural MarketPlace serves as a resource for retailers on so many levels” said Fredrik M. Linder, president of New Hope Natural Media. “The continued growth of the industry coupled with the long history of this event provides a powerful selling, networking and educational opportunity.”

The show is packed with free seminars covering important news-making trends and future insights from leading experts. Educational events start on Thursday and continue through Saturday. Senator Tom Harkin will deliver the Saturday Super Session on Saturday, July 11. Senator Harkin is the chairman of the Senate panel that funds medical research, health care and education initiatives and has worked to transform America into a "wellness society" focused on disease prevention, healthier lifestyles and good nutrition

Other highlights include Keynote Speaker Hank Cardello, author of Stuffed: An Insider's Look at Who's (Really) Making America Fat, the Retail Intensive and the President’s Reception. In addition, show organizers have worked to develop new eco-friendly initiatives meant to lessen the environmental impact of the trade show.

This show is open to a professional, international audience of manufacturers, buyers, retailers and media. It is NOT open to the general public.

New Hope Natural Media (, a division of the Penton Media, Inc., is the leading media resource and information provider for the natural, organic and healthy products industry, with print, in-person/event, and e-business products and services. Penton Media is the largest, independent business-to-business media company in the U.S., serving more than 6 million business professionals every month. The company’s market-leading brands are focused on 30 industries and include 113 trade magazines, 145 Web sites, 150 industry trade shows and conferences, and more than 500 information data products. Headquartered in New York City, the privately held company is owned by MidOcean Partners and U.S. Equity Partners II, an investment fund sponsored by Wasserstein & Co., LP, and its co-investors. For additional information on the company and its businesses, visit

The Natural Products Association ( is the nation’s largest and oldest non-profit organization dedicated to the natural products industry. The association represents more than 10,000 retailers, manufacturers, wholesalers and distributors of natural products, including foods, dietary supplements, and health/beauty aids. Association members meet annually each July in Las Vegas at the association’s official tradeshow, Natural MarketPlace (

Naturex in the World's Top 20 Sustainable Stocks

Naturex is proud to be among the 2009 SB20 List: the World’s Top 20 Sustainable Stocks. The SB20 List is presented in the green investment newsletter, Progressive Investor, which is published by, one of the world’s top green business websites.

This 8th Annual SB20 List consists of 20 public companies that are leading the way to a sustainable economy. A group of judges, who are among the most respected green stock analysts in the world, selected the 20 companies.

To be included in the SB20 list, a company must be a world class example of sustainable business, with excellent environmental practices nurtured throughout the organization. The company must also have a history of healthy profitability and be considered by the judges to be a good long term investment opportunity.

”Naturex was selected for this year’s SB20 List in the “sustainable food” category because it produces products from plant extracts, replacing chemical ingredients,” says Rona Fried, Ph.D., C.E.O. of “Besides being plant-based, its flavorings, colorings, antioxidants and preservatives are GMO-free and not tested on animals, providing a much healthier and environmentally responsible alternative for the food industry. Such ingredients are found throughout the food industry; therefore Naturex has the potential to make an important contribution on a large scale.”

Every company on the 2009 SB20 List has continued to grow their business during the recession, dominating their particular industry niche. Corporate pioneers have continued innovating on the green side despite the recession, an aspect which is increasingly viewed as a sign of management excellence and stronger financial performance.

Naturex manufactures and markets natural ingredients for the food, nutraceuticals, pharmaceuticals and cosmetics industries. Based in Avignon, the group employs 600 staff and over 90% of its sales are overseas. Naturex has production units in France, Morocco, the United States and Italy, as well as 8 sales offices located in Europe, the USA and Asia.

Delicious Living Blog

Vote for your favorite farmers market

America’s Favorite Farmers MarketsDid you know that every minute, two acres of farmland gets paved over? If you're a fan of farmers markets, like I am, that's a really sad statistic. To raise awareness and give a little credit where credit is way overdue, the nonprofit American Farmland Trust is sponsoring the America's Favorite Farmers' Market Contest. Find your market online and cast your vote! Results will be announced during Farmers Market Week, August 2-9. (Farmers, if you want your spot included in the database, you can enroll your market at the AFT site, too.) The AFT works to "protect the nation's best farm and ranch land and improve the economic viability of agriculture, including working with federal, state and local leaders and communities to develop legislation, implement policies and execute programs that keep farmers on their land and protect our environment." Check out their 7 Ways to Save Farmland for ideas on making a difference in keeping real, healthy, and local food alive and economically viable for those who grow it.

Burgeoning Energy Shots Market Offers Massive Premiums, Untapped Opportunity

Such is the value to consumers of the proposition of a daily dose of energy with no added sugar that in the US alone this new category has soared to over $350 million in retail sales in less than two years - despite recession and despite selling at a massive 400% price premium over “mainstream” energy drinks such as Red Bull (see attached charts).

With consumers everywhere motivated by energy and “no added sugar”, there is a wealth of untapped opportunities in other markets around the world for energy shots, which are typically 60ml-120ml bottles (2oz-4oz).

Among the seven factors underpinning energy shots’ huge premium are:

They offer a benefit the consumer can quickly feel.
The benefit is delivered in an ultra-convenient and ultra-portable form, quick and easy to consume; it does not require consumers to change the rest of their food or drink habits.

The report details lessons for success including:

1. Sugar is the perceived “bad” ingredient in the energy drinks market and so your product should have a “no added sugar” message. Consumers say they want products to be “as natural as possible” and prefer to have no artificial sweeteners, but the reality is that if the benefit is strong enough people are willing to make a trade off and buy a product with artificial sweetener in order to get a benefit they feel strongly that they need from a product that can clearly deliver it.

2. Sell at a super-premium price. This market is about value, not volume. Volume matters less than sell at a premium price in order to generate the high margins needed for your marketing investment. The premium for 5-Hour Energy compared to Red Bull – itself a premium product when compared to mass-market beverages such as Coca-Cola Classic – is an impressive 400%.

3. Target mothers, office workers and in fact any mature consumer struggling with a demanding day. These people are not served by the current energy drink market, where most consumers are 14–25-year-olds and male. The adrenaline-rush, all-male approach of most energy drink brands is guaranteed to alienate most consumers. A key success factor of the leading US brand 5-Hour Energy, with a 70% market share, is that it decided not to aim at the “14-year-old skate punks”.

About the report

This unique 40-page report explains how, in both the US and the UK, energy shots have achieved the impossible. It illustrates this using detailed brand sales data, comparisons of product pricing and advertising messages and claims, as well as seven detailed case studies:

5-Hour Energy
Red Bull Energy Shots
Quick Energy
Coca-Cola NOS
Opportunities for dairy

Based on interviews with executives at all the leading companies in this new category, as well as beverage industry experts, the report sets out brief and practical guidelines for anyone else looking to replicate this success elsewhere. It summarises:

· success factors, and common causes of failure
· common lessons for pricing, positioning and branding
· key lessons in communicating benefits

Delicious Living

Chipotle Marinade

1/3 cup red wine vinegar

2 teaspoons dried oregano

2 tablespoons chopped fresh cilantro

1-2 tablespoons chopped chipotle chile in adobo

1 tablespoon chopped garlic

1 tablespoon brown sugar

1/2 cup olive oil

Salt to taste

Mix all ingredients together.

Delicious Living

Yogurt and Mint Marinade

Makes about 1 1/4 cups / Great for chicken and lamb. Yogurt’s acidity is gentle, so you can marinate meats for several hours. Wipe off excess before grilling.

2 teaspoons toasted and ground cumin seeds

1/2 teaspoon crushed red pepper flakes

1 tablespoon minced or pressed garlic

1/4 cup minced green onions

1 1/4 cups plain yogurt

2 tablespoons sweet paprika

1/4 cup loosely packed, finely chopped fresh mint leaves

Mix all ingredients together.

Delicious Living

Mojo Marinade

1 1/2 cups fresh orange juice

1/3 cup fresh lime juice

1/3 cup olive oil

1/4 cup minced fresh parsley

2 teaspoons chopped fresh garlic

1 tablespoon each chopped fresh mint and oregano

1 teaspoon ground ginger

2 teaspoons salt

Mix all ingredients together

Delicious Living

Simple Olive Oil–Herb Marinade

Makes about 1 cup / Use with chicken, shrimp, or vegetables.

3 tablespoons chopped mixed fresh herbs, such as parsley, rosemary, and chives

2 teaspoons finely chopped fresh garlic

Juice and finely grated zest of 1 large lemon

1 tablespoon grainy Dijon mustard (optional)

2/3 cup fruity extra-virgin olive oil

Mix all ingredients together.