Mission Possible Event Draws National Media Coverage

Sherman Oaks, CA -- The Dietary Supplement Education Alliance's "Mission Possible" event yesterday was mobbed with reporters and cameras when former cast member of the "Mission Impossible" television series Peter Lupus lifted 76,235 lbs. in 26 minutes and 45 seconds.

His goal had been 76,000 lbs. in 30 minutes, to beat the prior world record which he himself set: in 1997 Lupus lifted 75,480 lbs. The 70 year old actor has been using dietary supplements for 50 years, and has co-authored two books on health and fitness.

The event drew numerous paparazzi in addition to KABC TV News, KTLA TV (Fox), and the WB Channel KCOT, among others. The story went national Tuesday evening on CBS, ABC, and FOX TV news programs. As of this morning, initial reports show the story ran in at least 37 markets, and those numbers are expected to be much higher when the final reports are in. Many of the news stories included an interview with Mr. Lupus in which he strongly encouraged people to give their children vitamins to help them grow up healthy and strong.

Event sponsors included NOW Foods, Prolab, Pharmore Ingredients, Inc., Schiff Move Free, and 24 Hour Fitness Magic Johnson Sports Club.

Celebrities on hand included Martin Landau, Buddy Hackett, former Mr. Universe Mickey Hargaty, former Miss America and Mission Impossible guest star Lee Meriweather, and Phil Morris, son of Mission Impossible original cast member Greg Morris.

The event, held at the 24 Hour Fitness Magic Johnson Sports Club at the Sherman Oaks Galleria, raised between $ 15,000 and $20,000 which will provide vitamins to at-risk children via The Vitamin Angel Alliance and The Healthy Foundation. Many people pledged a penny, nickel or dime per pound lifted.

"Today the industry did a good thing by raising money to provide vitamins to children around the world while highlighting the benefits of dietary supplements. Our thanks to Peter Lupus." said Alliance president Elliott Balbert.

The event raised funds to provide vitamins to at-risk children via The Vitamin Angel Alliance and The Healthy Foundation. Active in over 35 states and at more than 100 sites, this national initiative distributes daily multi-vitamin/mineral tablets to thousands of children at risk for nutritional deficiencies.

It's not too late to contribute. For literally just pennies a day, a child's health and well being can be noticeably improved. Donations can be made through credit cards by calling The Vitamin Angel Alliance at (805) 565-9919 - or write a check to The Vitamin Angel Alliance and send it to them at 1450 Orange Grove Avenue, Santa Barbara, CA 93105. Please note "Mission Possible" on your donation. The Vitamin Angel Alliance will be processing all donations to the "Mission Possible" event, and then transferring half of the total funds raised to The Healthy Foundation.

The Dietary Supplement Education Alliance (the Alliance) is a non-profit coalition between industry trade associations, manufacturers and other groups committed to providing science-based education on the benefits of dietary supplements to consumers, health professionals and policy makers. Alliance board members represent trade associations NNFA and AHPA, manufacturers Natrol, Capsugel, Rexall Sundown, and publishers Virgo Publishing and New Hope Natural Media.

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DSEA contact:
Deb Knowles

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