How is it possible that a supplement can be good for your brain, your skin and also your arthritic toe? Believe it or not, natural astaxanthin can help all of these parts of your body and a lot more. In fact, there are too many documented health benefits of natural astaxanthin to fit into this article, so for now we’ll focus on three of them:
• Joint health
• Skin health
• Brain health

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Eating is certainly not as simple as chew, swallow and repeat. For many shoppers, the digestive process is rarely complete without a few hiccups along the way. Since digestive care may well comprise some of your most sought-after products, make sure you’re up to date on this dynamic category.

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The ballots are in. The votes are tallied. And now without further ado, we are thrilled to share with you the winners of the 2014 WholeFoods Natural Choice Awards.

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Ah, spring. A time when the sun shines, the flowers grow and the pollen attacks, turning every allergy sufferer into a big, messy sneeze-ball. It’s hard to appreciate the picture perfect picnic weather with itchy, watery eyes and an overwhelming desire to nap the day away. Fortunately, nature also has a plethora of plants and herbs that can help fight the debilitating effects of allergies, including inflammation and a runny nose, without delivering the side effects prescription allergy medications may cause, like drowsiness. Offer your customers these natural supplements and they’ll be skipping off to the park in no time.

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Pet products are a big deal. So much so that a slew of “big box” retail outlets are devoted to the business of pet ownership. But pet dollars can still be captured at natural retail by properly presenting safe, healthful offerings and the right variety of products to suit the needs of the most common pets.

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Weight management constitutes a perennial powerhouse in terms of supplement sales, and yet the category is far from settled and predictable.

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Miscalculating the growing number and commitment of dietary supplement consumers, the U.S. Food and Drug Administration (FDA) stretched too far when it announced its proposed rules for the Nutrition Labeling and Education Act (NLEA) in 1991. Those rules and FDA’s Advanced Notice of Proposed Rulemaking would have put many of the items sold in natural food stores under prescription and limited the potency of others.

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An October 3, 1994 headline in The Wall Street Journal spoke volumes: “Industry Hopeful for Deregulation of Vitamin Goods” (1). Just days before the passing of the Dietary Supplement Health and Education Act (DSHEA), critics of the proposed legislation—which represented everything but deregulation—were as outspoken as ever. Negotiations between the House and Senate were in full swing, making both sides feel lawmakers would come to an agreement on this monumental bill very soon.

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Spirulina was originally envisioned as an incredibly nutritious, sustainable food source that could be grown locally to feed malnourished villages in developing countries. The superfood has all the right qualities: it grows in sunlight and water, flourishes in warm climates, provides a high-quality source of digestible protein (with all the essential amino acids) and is packed with vitamins, minerals, essential fatty acids, carotenoids, antioxidants and other phytonutrients that help support an amazing array of health benefits.

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Five million Americans are living with Alzheimer’s disease, the most prevalent form of dementia (1). Millions of others are dealing with other types of dementia and countless others do not yet know their “forgetfulness” is something much worse.

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