Tired and scared of side effect-inducing medications, consumers are actively seeking alternative options to caring for their cardiovascular health.
From diets dependent on heavily processed foods leading to an obesity epidemic and skyrocketing cholesterol levels to financial issues leading to family worries causing our stress levels to go through the roof, there’s little about Americans’ lifestyles that don’t lend themselves to creating cardiovascular issues. Then, of course, there’s the genetic aspect of heart health—that no matter how healthily one lives, there’s no escaping one’s family history.
The American Heart Association reported online in December 2011 that “Deaths from cardiovascular disease declined by 30.6 percent from 1998 to 2008. Despite the drop in death rates however, the burden of cardiovascular disease and stroke remains high, killing about 2,200 and 360 Americans each day, respectively.”
While an aging population marks a large group concerned about heart health issues, it’s a market being driven by educated, younger consumers seeking to prevent falling prey to the heart problems they’re seeing their parents experience.
“The No. 1 trend affecting heart health is the aging of our population,” said Mark J. Kaylor, vice president of education and research with Mushroom Wisdom in East Rutherford, NJ, “but whether there is a recognizable heart health issue, we are all ‘wrestling’ with maintaining a healthy heart as we grow older.”
“The biggest misconception is that heart disease only happens to the elderly. In fact, according to the American Heart Association, almost 150,000 Americans killed by cardiovascular disease each year are under the age of 65. And one out of every 20 people below the age of 40 has heart disease,” said Bruce Ludwig, international sales manager for Strauss Herb Company in Kamloops, BC, Canada. “Heart disease is starting to impact people at an earlier age, so preventive maintenance is one of the key things to educate retailers and consumers about.”
Natural Approach on the Rise
While it has been 10 years since statins were first recommended as mainstream required medication for those with documented cardiovascular diseases or equivalents, such as diabetes, Dr. Scott Eisenberg, cardiologist at Change of Heart Cardiology in New Jersey, noted that “after all the studies, the overall risk reduction these controversial medications provide is about 30 percent. This means there is an excess of 70 percent cardiovascular risk still not covered by these potent drugs. In our practice, we begin with a more natural approach, along with aggressive lifestyle modifications,” he said, adding that a 10-pound weight loss can reduce up to 10 points on blood pressure, which can be the difference between a heart attack and stroke, and 60 minutes of aerobic exercise five days a week can significantly lower blood sugar, cholesterol, blood pressure and inches from the waistline. “The difference between aggressive lifestyle practice and reducing multiple medications cannot be overly stressed.”
For Lombard, IL-based Fruitful Yield, heart health products represent a very important category. “Our customers are very educated and know that they cannot focus on just one organ of the body, like the medical field does,” said Tammy Mish, education manager with the 11- store chain celebrating its 50th year in business this year. “They know they must support the whole body and use what nature provides for true healing.”
While heart health has always been a popular category, Mish has noticed a substantial increase in interest over the last year or so. “We have seen an increase in customers interested in alternatives to medicine for their heart health. Many customers are questioning the side effects of medication and, in turn, looking for safer alternatives, which has led to a 10 percent increase in the category.”
“The science exploring how natural products relate to circulatory health continues to advance, generating increased interest in this important category,” said Neil E. Levin, CCN, DANLS, nutrition education manager for Bloomfield, IL-based NOW Foods. “As the Baby Boom population bubble ages, and as we encounter age-related declines in health, we become more ‘hands on’ in terms of trying to protect and improve our own health. And the willingness of this group to try natural remedies far exceeds that of their parents’ generation, who treated physicians as unquestioned authorities.”
Potent Omegas
At Fruitful Yield, there’s no question as to what is the top product for customers with heart health concerns.
“We offer many different products for heart health, but fish oil would be No. 1. Most every customer leaves with a fish oil,” said Mish, adding that Carlson’s Super Omega-3 and NOW Foods Super Omega are popular products. “Each person’s needs are different, so we help the customer choose the products that will best suit them.”
Omega-3 fatty acids, especially fish oils, have been cited as an important research-backed supplement for cardiovascular disease. So much so that the American Heart Association has suggested the use of fish oil for those with heart disease, those trying to prevent heart disease and for people with elevated triglycerides. In addition, the U.S. Food and Drug Administration issued a qualified health claim for omega-3 fatty acids in 2004: “Supportive but not conclusive research shows that consumption of EPA and DHA omega-3 fatty acids may reduce the risk of coronary heart disease.”
“Studies have demonstrated that omega-3 fatty acids are important in numerous signaling pathways. Most notably, EPA (eicosapentaenoic acid) is a precursor of certain prostaglandins and leukotrienes, molecules that are involved in modulating inflammatory responses. These two classes of signaling molecules are critical for the maintenance of cardiovascular health and immune system function,” explained NOW’s Levin, adding that recent clinical studies have emphasized the beneficial impact of omega-3s on serum lipid metabolism.
In addition to the strong-selling Super Omega, NOW also offers its Red Omega™, a cardiovascular-support supplement that integrates the effectiveness of omega-3 fish oil and CoQ10 in one convenient formula, together with red yeast rice. “CoQ10 is vital to the production and transfer of energy needed to fuel over 100,000 heart beats every day and is an important factor in safeguarding the cardiovascular system against free radicals and oxidative damage,” said Levin. “The red yeast rice extract in Red Omega is painstakingly produced and tested to avoid the presence of citrinin, a potentially toxic by-product of the fermentation process.”
One of Green Bay, Wibased EuroPharma, Inc.’s recent heart product launches, Life’s Trio® with MultiBene, delivers an alternative source of omega- 3s: crushed flaxseed. “It is a clinically studied powder that is effective for blood pressure lowering, cholesterol balance improvements and heart disease prevention,” said Cheryl Meyers, the company’s chief of scientific affairs and education. Life’s Trio contains MultiBene, a nutrient blend that provides plant sterols, potassium and calcium, all in a lignan-rich, crushed Nordic flaxseed powder that can be mixed into beverages or sprinkled onto foods. MultiBene has been used in 12 scientific studies looking at a variety of health applications, according to the company.
Fiber from crushed flaxseed picks up cholesterol and it is excreted, but crushed flaxseed does more than help the body excrete surplus cholesterol via the absorption powers of its fiber component, according to Meyers. “Flax is a source of clinically studied lignans, and the main flax lignan is called secoisolariciresinol diglucoside, or SDG. In a randomized, double blind, placebo-controlled study, SDG lignans lowered the total cholesterol and LDL-cholesterol levels for individuals in SDG group by 22 percent and 24 percent, respectively,” she said.
“One of the best things about this nutrient blend is that because the beneficial ingredients are part of a food matrix of ground Nordic flaxseed, the contents don’t simply ‘sit’ in the stomach,” she added. “That means the level of potassium can be much more significant and deliver 500 mg per dose. That’s five times the amount you’ll see in the very strongest stand-alone supplement form.”
An Antioxidant Approach
“Some scientists believe that a lack of dietary antioxidants plays a key role, causing collagen used to form blood vessel walls to be weaker, less flexible and more prone to inflammation when damaged; in the process encouraging formation of sticky foam cells that intrude into the blood flow and promote dangerous clotting that can partially obstruct circulation,” added NOW Foods’ Levin.
In addition to being dubbed the “super-antioxidant,” Pycnogenol®, a proprietary patented water extract of the bark of the French maritime pine from Hoboken, NJ-based Horphag Research, has been extensively researched for cardiovascular health benefits since it was shown to repair fragile veins in the 1970s. The breakthrough was the discovery that Pycnogenol enhances nitric oxide-controlled artery-dilatation in 1997. “Since then, Pycnogenol has been investigated in thousands of study participants to identify a series of health benefits related to improved blood flow,” said Dr. Frank Schonlau, scientific director with Horphag Research and Horphag Research (USA) Inc. “In 2011 alone, six new clinical trials were completed and published, all of which showed the contributions of Pycnogenol for better blood flow.”
As Pycnogenol has been shown to support cardiovascular and vein health, cognitive function, balanced inflammatory response and healthy respiratory function, NOW Foods utilized this proven ingredient in its NOW Pycnogenol®. “Several mechanisms underlie the benefits of Pycnogenol,” said Levin. “The supplement significantly increases antioxidant capacity of plasma, as determined by ORAC, and exerts favorable effects on the lipid profile. It supports venous circulation and integrity and inhibits the rate of degradation of tissues—including blood vessels—by elastases and collagenases.” NOW offers Pycnogenol in three strengths: 30 mg and 50 mg in a base of bioflavonoids and 100 mg in a base of amla fruit extract providing natural vitamin C.
“Optimal cardiovascular health depends on proper blood flow, vascular integrity, stress management and a diet rich in vitamins and minerals,” said Bryan Hatcher, inside sales representative for Vita Logic in Columbus, GA, adding that all of his company’s unique blends are provided in an antioxidant base. “Nutritional and herbal supplements, such as our Blood Pressure Formula, can provide the extra antioxidant support needed for vascular maintenance and to control and maintain blood pressure levels within normal parameters. It is an advanced combination of antioxidants, balanced minerals including calcium, magnesium and potassium, and herbs such as coleus, olive leaf and garlic. This synergistic blend offers cardiovascular support with added circulatory herbs and essential nutrients that help tone the cardiovascular system.” Vita Logic’s Vein Formula, its newest offering in the heart health category, includes horse chestnut, butcher’s broom, gota kola, grape seed extract and more.
Management Through Mushrooms
Three mushroom-based remedies bring a wide-ranging list of beneficial actions for cardiovascular health, according to Mushroom Wisdom’s Kaylor: SX Fraction, Reishi and Cordyceps.
“By improving insulin sensitivity, SX Fraction has been shown in several studies to lower blood pressure, triglycerides, LDL cholesterol and total cholesterol while raising HDL. Cordyceps is a wonderful heart tonic that may improve and strengthen overall heart function,” he said, but expressed that Reishi brings something special to the table. “In traditional Chinese medicine, Reishi is a Shen tonic, and Shen is the emotional/spiritual energetic center. It is what we are talking about when we say someone has a broken heart—their emotional center. More research is supporting the connection between emotional heart health and physiological heart health. Reishi physiological benefits include supporting healthy blood lipids, lowering blood pressure, reducing the damage associated with chronic stress and providing anti-oxidant support.”
Mushroom Wisdom’s Reishi is extracted in hot water and alcohol to better extract and make available the fullest range of constituents found in the mushrooms, and the Cordyceps it uses is the CS 4 strain that has been most studied. Meanwhile, SX is a proprietary ingredient and particularly appropriate because it lowers both blood sugar and serum insulin.
Based on the company’s SX-Fraction, Mushroom Wisdom has developed a formula specifically targeting heart health, called Heart•Mate™. “This formula consists of well-known ingredients, such as CoQ10, L-carnitine and hawthorn berry extract and five hearthealthy vitamin Bs, combined with Cordyceps, Reishi and our SX-Fraction,” said Kaylor, adding that this formula can only be found under the Mushroom Wisdom brand.
Overcoming Challenges
As more information is readily available and news circulates about the dangers and side effects caused by many pharmaceutical medications, Fruitful Yield’s Mish said that her customers come in looking for specific products with literature in hand, but that’s where the retailer’s job begins. “In order for us to fully help the customer and find them the products they feel comfortable with, we need to ask questions and educate them about our product selection. We have nutritionists on staff that can help to answer some of the more challenging questions, but in general, we ask a lot of questions, too. We pass out literature or direct them to a particular website if they want more information.”
And the store recognizes its limitations. “Often the first questions a customer might have is ‘will [a product] interfere with my medications?’ At that point we know we must direct the customer to their doctor for that answer,” said Mish.
“When dealing with such a serious matter trust between retailer and consumer is key. This means that the staff needs to be well versed in cardiovascular function and products that may or may not help a particular issue. There are so many great products out there, but they need to be used properly or you have just created a skeptic who feels like they just wasted money,” said Vita Logic’s Hatcher, who added that the company provides tri-fold brochures on all heart related products, has customizable counter and floor displays, and the company’s herbalist is available for phone and live trainings.
Another challenge for retailers, and not limited to the heart health category, is the issue of providing ingredients at levels that are therapeutically effective, according to Mushroom Wisdom’s Kaylor. “Far too often the ‘sprinkle technique’ is used in formulating products to control costs. This technique is one where companies can list an ingredient on a label, but not necessarily include it at levels that are therapeutically relevant and confirmed,” he said. “Mushroom Wisdom goes to great effort to provide standards and strengths of products that allow people to reach efficacious levels for the medicinal mushrooms. Find companies that specialize in what they do when dealing with niche ingredients.”
Listener Supported
Joyce Riley, a Registered Nurse for 35 years, former director of nursing and Air Force Captain Flight Nurse, hosts a nationally syndicated radio show, The Power Hour (TPH), which airs Monday through Friday, 7 to 10 a.m. The show is supported by a Power Mall, which offers books, DVDs, supplements and health items that ship to all 50 states and several foreign countries.
The show is unique in that it does not take paid sponsorships. Rather, Riley and her team seek out strong products and invite the product representatives on TPH to explain to listeners why their product is the best.
Riley’s radio audience is being educated to understand that food is the first line of defense to cardiovascular disease, and second to that is the use of supplements, herbals and spices. But to make the cut for Riley takes some substantial results.
“Having been a cardiovascular heart, lung, liver, kidney transplant nurse, I worked with the best in cardiovascular medicine and surgery. There was nothing that improved what we call the ‘ejection fraction,’ which is a non-invasive test that is the measurement of heart functioning and a good indicator of heart health,” she said. “I had been approached by many claiming they had items that worked, however I saw no proof.”
Riley then explained how a product caught her attention; a product created by someone who wasn’t abandoned by allopathic medicine, but that consciously rejected it. “I was told how Jim Strauss suffered a heart attack and did not want to participate in traditional medical care or surgery. Rather, he developed a remedy that we now know as Strauss Heart Drops,” she said. “I actually saw an ejection fraction test done before the use of Strauss Heart Drops and three months after. I was amazed at the results and confirmed that the only modification in the care was the drops. This was a clincher for me. I personally use it and we have had overwhelming positive response from our listeners, perhaps the most important, repeat buyers.”
The herbal formulation for Strauss Heart Drops has been shaped over eight generations of the Strauss family, according to Bruce Ludwig, international sales manager for the company. “Although the herbal ingredients are very important, balance and proportion of these ingredients are essential to creating a quality product that can be trusted each and every time,” he said. “Strauss Heartdrops contain: garlic, which lowers LDL cholesterol levels, stimulates cell growth and activity, and opens up blood vessels and reduces blood pressure in hypertensive patients; hawthorn berry and leaf, which strengthens the heart muscles when used regularly and has been used in preventing arteriosclerosis; cayenne, a blood circulation equalizer that increases heart action, but not blood pressure; as well as mistletoe, mother wort, bilberry, white willow bark, water and ethanol.”
Listeners are the ones driving the success of Strauss Heart Drops at Power Mall, according to Riley. “We do testimony days when our customers call in and say what is working for them, and Strauss is always high on the list,” she said.
