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Vibrant Greens

by Janet Poveromo | June 1, 2012

Green and whole food supplements are one of the most robust categories in natural products as consumers learn more about their magnified benefits.

In a society of instant, microwaveable, frozen and prepared foods, the option of taking quality non-chemically processed greens as a supplement has piqued the interest of today’s increasingly health-conscious consumers.

In fact, they are looking for whole food vitamin sources more than ever, said David Allen, sales manager with Illinoisbased North American Herb & Spice (NAH&S). “They are looking at the benefits of whole food versus synthetic and the argument is compelling for whole food. They are willing to pay a little more to ensure the top quality and maximum benefit for their supplements.”

Green foods have even gone Hollywood, showing up in George Clooney’s house: On the television shows “Person to Person” and “Access Hollywood,” Natural Vitality’s Organic Life Vitamins appeared in the star’s refrigerator.

But the idea isn’t new, and in fact, green foods as supplements have enjoyed consistent growth over the past 20 years, argues Scott Kennedy, president and founder of FarmaSea Health and Sea Veg in Arizona.

“The advent and popularity of the juicing machines and juicer TV infomercials helped the growth of this sector in the early 90s,” he pointed out. “Wheat Grass, Super Blue Green Algae, a multilevel marketing (MLM), Green Kamut, Barley Green (another MLM) were the first ‘green’ foods to show up in retail and MLMs.” Kennedy added that the increasing use of blenders at home to make smoothies (also showing up in the 90s) has increased dramatically in the past 10 years.

Whole Trends

Since green super food is not typically great tasting, some manufacturers, such as Washington-based Barlean’s, are responding with new natural flavored formulas to mask the taste. “Because of this, more shoppers are buying greens,” said Andreas Koch, the company’s marketing director. “Also, again because of the new innovate taste profiles, kids are now beginning to drink greens more and starting to open a new consumer category that was never even a remote possibility.”

Manufacturers are combining high ORAC blends of berries into their greens products primarily to enhance the flavor, but also to add ORAC value, noted C. Christian Martinez, sales/brand manager with Utah-based BIOLIFE, a company that has been in the Scandanavian market for close to 20 years, and is launching in the U.S. this year. “At BIOLIFE, our philosophy remains constant with the primary goal of alkalizing, detoxifing and energizing the body, and to remain a true greens super food full of plant-based minerals and trace minerals from the nutrient-rich volcanic soil these grasses are grown in.” The company’s Living Greens is a great source of plant protein as well as phyto-antioxidents and nutrients, Martinez added.

One trend that is a concern for Ron Seibold, co-founder of Kansas-based Pines International, is growing conditions for green ingredients. “Algae, growing in unsanitary conditions, can be particularly bad because even under the cleanest conditions, algae usually has 200 times higher bacteria levels than the winter-grown cereal grass we produce,” he said. “When the algae comes from Third World countries, the bacteria levels can be off the chart and the product has to be sterilized, which destroys many nutrients. Consumers are well advised to purchase single-ingredient products from companies that have their own farms in specifically stated locations in countries that have strong oversight by health authorities as well as having well-monitored kosher and certified organic inspections.”

Careful Consumer Usage

Though the (super) green food sector has grown regularly, people still don’t see these products as replacing their multiple vitamin and other isolate vitamins that they take, said FarmaSea’s Kennedy. “The fact is these greens are young grasses, fresh water pond algae and plain grass. These are high in chlorophyll and some plant protein, but low in just about everything else, so they truly aren’t as ‘super’ as they [may seem]. In fact, it could be argued that grass and freshwater micro algae are not actual human foods (grass is for grazing and micro algae is for micro beings, not macro beings). The science supports this, so these ‘super foods’ should be used in small amounts as an adjunct to the diet.”

And that is how manufacturers view their products are being consumed. “I don’t think that the uses of green foods by consumers are changing, such as for cleanses and/or to replace eating vegetables, as much as the knowledge of the many benefits associated with green foods and whole foods, such as alkalizing, detoxifing and energizing the body, are becoming more mainstream to the public and consumers,” said BIOLIFE’s Martinez.

Though the whole subject of “cleanses and detoxification” remains highly controversial, Dr. Jonny Bowden, “The Rogue Nutritionist,” and consultant to Barlean’s, said most health professionals agree that the body can definitely benefit from a kind of “time out” period in which the liver and the digestive system are given a rest from the daily assault by toxins (which can come from food, air, water, pollutants, chemicals, medicines, etc).The thinking is that such a “rest” gives the body a chance to “catch up” on its workload of getting rid of the chemical “riff raff,” he explained.

“The best way to do this sort of thing is with a regimen of very clean eating, which can take the form of raw foods, broths, clean protein and steamed vegetables, medical foods (like Ultra Clear) or green drinks,” Bowden said.

“Green drinks have a huge advantage in this kind of ‘cleanse’ or ‘detox,'” he added. “They are easy to make (mix in water or pure juice), are very low in sugar (have a low glycemic impact), stabilize blood sugar and take the edge off appetite making them extremely diet-friendly, and are loaded with natural detoxifiers like chlorella, which contains the highest chlorophyll level (per ounce) of any plant.

“And no, green drinks, even the very best of them, shouldn’t be used to replace vegetables in the diet,” Bowden cautioned. “Both have their place in the ideal diet. However, for many people, including those who just hate veggies or those who are very time constrained, Barlean’s greens is the next best thing to a plate of fresh vegetables (raw, cooked or steamed). And although no studies have been done on this, it’s entirely possible that the drink may in fact provide almost as much nutrition in some cases as the ‘real thing.'”

Expectations

Consumer awareness and expectations of whole food ingredients and novel formulations are growing, said NAH&S’s Allen.

So the demand for these supplements has grown and will continue to grow, concurred Kennedy. “Still, the solutions are not numerous, so we will see some misinformation coming out of our industry, calling their supplements ‘whole food’ when they truly are not. It will be not unlike the beginning of the organic movement in foods; there simply aren’t many whole food supplements that can be created,” he added.

Paul Licata, president of Californiabased World Organic Corp, also noted the issue of green “dusting” in the category. “Mass market products are touting the amount of whole grains in their foods, yet when I look at them, they don’t look much different than before,” he said.

“For example, when I look at a true whole grain bread from Food for Life and compare with whole grain/whole wheat breads on supermar Ket shelves, they are as different as night and day: one is hearty, the others feel and taste like white bread with a little color. Likewise, the more leadingedge consumers (and these will be mainstream in a few years) understand that green foods should really be green.This is perhaps one reason why our chlorophyll products are selling so well-chlorophyll is at the heart of green foods.”

Staying Fresh

Manufacturers are devising new options and a variety of considerations for their green and whole food products. World Organic Corp has introduced its new 15:1 Ultra Concentrated Liquid Chlorophyll in 2- and 4-oz. Glass bottles with droppers. This maintains an exclusive isotonic solution for enhanced absorption as well as the chlorophyll derived from alfalfa with organic alfalfa and the standard 100 mg dose in only 1 ml, or one dropper, Licata explained. “We believe the lower dosing (as opposed to our standard 15 ml or 1 Tbsp.) Makes it easier to take. It also makes it spill proof for those with a hard time pouring from a bottle.”

Meanwhile, Barlean’s has introduced a new 95 percent USDA Certified Organic greens formula.The company also launched a Strawberry-Kiwi natural flavored super fruit greens and a Chocolateflavored greens. “Yes, it actually tastes like a real chocolate cocoa powder mix, only this one has zero sugar and is damn good for you!” Said Koch.

NAH&S launched its PurelyPak and Purely-Min, according to Allen, because the company wanted to make it convenient for consumers to take their daily vitamins and minerals. Purely Pak contains vitamins A, C, D and E along with the full spectrum of B vitamins and omega fatty acids all from true whole food sources.

In addition, Texas-based Natural Vitality introduced two new products: VITALITY B Complex and VITALITY C Complex. The company calls these products farm-to-capsule “Foodiceuticals,” since they both are made from organically grown ingredients and a vegan pullulan capsule (made from tapioca). The only non-grown ingredient is added B-12 (methylcobalamin).

“Over the years, we’ve lost nutrients from our soil and, as a result, we’ve lost nutrients in our food. So nutritionally, ‘whole’ food isn’t as whole as it used to be,” said Ken Whitman, company president.”This is why Natural Vitality is supporting Remineralize the Earth and the Bionutrient Food Association to put the nutrients back in the soil and train farmers and gardeners to grow high nutrient produce.”

Firmly against synthetics in their formulations, Sea Veg has been a 100 percent vegetable supplement on the market since 1999, said Kennedy. “Even the calcium added to our new and improved SeaVeg, is ‘maerl,’ or calcified seaweed,” he noted. “The logic is simple: as we are not missing synthetic, dead, acidic, yellow powders in our diet, then why would we supplement with them?”

While the desire to offer “new and improved” may be strong, Pines has looked to the past to preserve product quality, according to Siebold. “In a sense, the company has introduced a new product by using its own facilities in the exact same location used by Dr. Charles Schnabel and his original company, Cerophyl, that was established in 1937,” he said. “Our products are now much more organic and nutritious. We can directly monitor the harvest and can make sure the harvest is at the jointing stage. Now that our products are produced by our own facility, we would never allow it grow so tall that we need to use aspirators.Starting early in 2011, all Pines labeled wheatgrass products were produced on our own organic farms in northeastern Kansas, where they receive ample rainfall, do not use irrigation and can guarantee the product was harvested at the correct time.”

The company also continues to package all of its products in amber glass bottles with special metal caps that seal in an oxygen-free atmosphere in the bottle, which prevents oxidation, Siebold added.

BIOLIFE’s greens and whole food grasses also aren’t new, but are innovative, according to Allen. “Our logic is based upon our whole body and whole health philosophy. Our process of our living greens and wheat grass consists of fine grind organic wheat grass combined with organic wheat grass juice powder. These are harvested from certified organic fields. The juice is cold pressed then sprayed into a 100-foot, oxygen-free tower at ambient temperature to protect the integrity of the enzymes, probiotic cultures and chlorophyll content during this gentle drying process. The addition of the juice powder super charges an all ready wellknown energy source. We are 100 percent organic, free from gluten, lactose, fillers, artificial colors and flavors, preservatives or excipients of any kind, and non-GMO.”

Hurdles to Overcome

Though many have claimed that the natural product industry has been “recession proof” in recent years, for retailer Todd Kehoe, owner of the Vitamin Connection in Reno NV, the economy has hit his area especially hard and that is reflected in sales.Kehoe said he only sells one or two green foods products a week, “and that’s about it. It’s an elective product; customers want to keep their basic multis and fish oils going.

Green foods is an extra expense item now.” Another top concern is California’s Prop 65 lawsuit that rattled all green food manufacturers, according to Koch.

“Fortunately, Barlean’s successfully responded with a new Prop-65 strict compliant formula, which includes 95 percent organic ingredients.”

The procurement of top quality raw and organic materials while keeping in line the cost to the customer has also proven to be a dilemma for some manufacturers, Allen added.

Licata agreed. “Obtaining enough high quality raw material has been an issue this past year. Buying enough organic alfalfa is often a concern,” he said, adding that the company has consistently purchased its raws with what World Organic believes is plenty of time, but often its sales keep spiking up with no warning. “I apologize for our out of stock situations this past year, but it is not for lack of planned production- it is due to greater than expected sales, and for this we truly thank our customers.”

WholeRetailing

While there have been issues of quality ingredient supplies for green and whole food supplements, there is no shortage of greens at California retailer Clark’s Nutrition and Natural Foods Markets.

Kyle Clark, sales associate and a member of the Clark family (the store was started by his grandfather), said a popular product at the three location store is ORACEnergy Greens from Paradise Herbs & Essentials. “It is a high ORAC energy green food, with wheat, barley and alfalfa [that delivers] a wide antioxidant blend. It also has artichoke and is good for the heart and liver. It’s a great product.

“The whole idea with green foods is to be alkalized,” Clark said, adding that the category is growing strongly. “People aren’t getting their fruits and vegetable with the standard American diet,” and he recommends the product to help customers get their daily dose of fiber and greens in one serving.

Obstacles with taste are not hard to overcome, according to Clark. “Green foods are easy to add to things-your favorite juice, smoothie, protein shake or almond milk, and a scoop of greens is perfect. If you’re taking straight kelp by itself every day, of course it’s not going to taste great.”

Clark also handles shoppers’ price issues with ease. A product that costs roughly $31 amounts to a dollar a day.”When you break it down like that, it makes sense to customers. It’s a lot more economical than going to Jamba Juice.”

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