In 2014 I had the privilege to be part of a bold and innovative discussion on defining the term "natural." The goal was to create a trade association to establish standards and issue a "certified natural" seal, and they needed an executive director. The conversation was both passionate and practical. It was the most uniquely unconventional job interview I have ever had. I accepted the position on the spot with an assurance that everything we would do would directly benefit consumers. A decade later, the commitment to consumer well-being stands firm, and I remain deeply in love with my job.
The Organic & Natural Health Association did not receive a warm welcome from the industry. Many were vocal in their stance against having another trade organization. Undeterred, we spent a year painstakingly addressing the myriad of complicated issues associated with defining "natural" only to publicly announce the task was simply not doable. It was a good decision. As we shifted our focus towards consumer education, I observed the paradox of both the government and our colleagues embracing a federal effort to define "natural," which ultimately proved to be unsuccessful.
We then launched the Nutrient Power™ initiative, integrating nutrient field studies with consumer education. Our efforts resulted in more than 250 million media impressions, contributing to the advancement of research, enhancement of healthcare standards, and the tackling of prevalent nutrient deficiencies. Executed in partnership with GrassrootsHealth, the initiative included the "Power of D" multi-media campaign and educational website. Collaborating with their extensive database of over 10,000 individuals undergoing regular testing allowed us to track health outcomes and their correlation with vitamin D levels.
Initiated partly in response to a surge of unfavorable coverage regarding vitamin D, including a University of Alberta study disputing its nutritional value, our campaign took a proactive stance. We countered these claims by submitting a meticulously documented FDA petition and engaging in advocacy efforts on Capitol Hill. Our focus was on securing a health claim acknowledging the role of vitamin D supplementation in reducing preterm births. Our persistence led to successful negotiations, resulting in approved claims such as "supports full-term birth" and "supports a healthy pregnancy." In 2017, our collaborative efforts with GrassrootsHealth earned us an Education award from Nutrition Business Journal. Amidst the challenges posed by COVID-19, our vitamin D advocacy persisted through the "Get On My Level" campaign, disseminating crucial scientific information on the health impact of low vitamin D levels among people of color. Presently, we actively champion access to vitamin D in the Farm Bill's SNAP program, formerly known as the food stamp program.
Access to vitamin D has and will always be a major priority of the Association, but not the only one. In 2019, we commissioned Alchemist Labs for independent third-party testing of three hemp products available on Amazon. Despite Amazon's policy against selling hemp products with CBD, a search revealed 10,000 matching products, with the top-selling hemp product testing at 7.7 mg of CBD per 30 drops (equivalent to 1%). While Amazon claimed to prohibit CBD supplement sales, it allowed advertising and tagging of CBD, leading to consumer deception warned by the FDA. This resulted in a dual deception – Amazon's bestseller hemp oil contained undisclosed CBD, and consumers seeking CBD inadvertently purchased products with zero CBD. Furthermore, the top-selling product made illegal claims on its label, asserting relief for various pains. Subsequently, Amazon's search results for CBD now display only hemp-containing products, and the previously non-compliant product appears to have rectified its labeling. Presently, we are actively engaged in ongoing discussions with Amazon and various brands to ensure consumer access to quality products and protection against the emerging threat of counterfeit supplements in online shopping.
For the past decade, our unique business model, featuring members across the entire supply chain, including retailers and consumer organizations, has steadfastly adhered to our guiding principles: transparency, accessibility, traceability, and continuous quality improvement. Our current focus extends to combating the proliferation of synthetic, GMO-derived ingredients in food and supplements. Consumers deserve to know exactly what they are eating, and the world needs fewer, not more, GMO crops. While current regulations only mandate labeling for genetically engineered products if GMO DNA is detectable, our ongoing efforts address deceptive practices and claims related to synthetic alternatives. Science will demonstrate claims that fake milk and meat are: 1) just like their real counterparts; and 2) better for the environment because they use GMO ingredients that reduce resource consumption. This work is not just about product integrity; it's a commitment to the well-being of the planet and its people. As we look ahead, this remains a cause worth championing for another 10 years.
