Flora Inc. Announces the Launch of Calcium/Magnesium Campaign

LYNDEN, WA, March 17 - Flora Inc., in an ongoing effort to provide consumers with reliable and accurate natural health information is pleased to announce the launch of its latest consumer education campaign. Focusing on osteoporosis and bone health, the national campaign will inform Americans of the crucial role of magnesium and calcium in bone health and will run from March 17 to June 30, 2003.

The campaign's goals are to raise public awareness of osteoporosis, a disease characterized by low bone mass and deterioration of bone tissue. Currently, it is estimated that 44 million Americans suffer from osteoporosis (source: National Osteoporosis Foundation), a leading cause of hip fractures and other bone related injuries. Flora's aim is to educate consumers of the differences between calcium supplements on the market and to help reduce the number of people who may be at risk of developing the disease. The campaign offers insightful information about the associated risks of osteoporosis and the significance of taking preventative measures starting early from childhood.

The campaign will be implemented throughout health food stores across the United States and will consist of a number of components, including the following materials:

- educational booklet written by naturopathic doctor, Cathy
Carlson-Rink, "Bone Health 101: An Everyday Guide to Strong Bones
for a Lifetime"
- educational audio CD, "Osteoporosis and Bone Health Over a Lifetime"
- educational pamphlets

The educational booklet by Dr. Cathy Carlson-Rink, a naturopathic physician and registered midwife contains facts about dietary and lifestyle choices that will allow consumers to be able to make informed and healthy decisions. Dr. Carlson-Rink writes about the importance of understanding calcium supplementation and the significance of choosing a balanced calcium product. The booklet contains valuable information including facts about risk factors, forms of calcium, and data on new studies regarding the importance of magnesium for calcium absorption and utilization. The three month campaign will commence today and will run until June 30, 2003.

About Dr. Cathy Carlson-Rink, ND

Dr. Carlson Rink is a licensed Naturopathic Physician and registered Midwife in general family practice with a focus on pregnancy and women and children's health. She completed her Bachelor of Science with Distinction in Physical Education and a major in Health and Fitness through the University of Saskatchewan and her Doctor of Naturopathic Medicine (N.D.) with a postgraduate specialization in midwifery at Bastyr University in Seattle, Washington. She is recognized across Canada as the first and only naturopathic physician also practicing as a midwife. Dr. Carlson-Rink is a member of the B.C. Naturopathic Association, the College of Naturopathic Physicians of B.C., and the Canadian Naturopathic Association. She is an instructor of Obstetrics and Pediatrics at the Boucher Institute of Naturopathic Medicine and also provides continuing education for health care providers in natural treatments in the areas of obstetrics and pediatrics.

About Flora Inc.

Flora Inc. has been producing and distributing top quality natural health care products in America since 1988, gaining a reputation as an innovator and industry leader. Now with offices and high-tech facilities throughout Canada and the U.S., Flora provides products to more than 10,000 select health food stores across North America.

For further information please contact:
Jasmin TamDoo, Public Relations Coordinator
Tel: 604-436-6000 ext.189
E-mail: [email protected]

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