Canadian Retailer - Summer 2014 - 27

product than ever before, and empowered by
the media-shows like Dr. Oz, for example-
they now ask questions. They've done their
research and may need more answers."
A more educated public, aware of both environmental issues and matters pertaining to
their health and a healthy lifestyle, is largely
responsible for the growth within the industry. Other factors attributed to the modern
thrust of supplements are dissatisfaction with
mainstream healthcare and increasing acceptance of NHPs by healthcare practitioners.

breaking things down anymore. Artificial chemicals are killing natural structures. Nutrients aren't in the land anymore,
and therefore aren't in our food to the same degree that they
once were," he explains. "Not only are people now turning to
organic food because the nutrient content is better, but entire
generations have become deficient in various minerals and
consequently require regular supplementation."
Lalonde is pleased to say that Canadian regulations are
among the best in the world, far superior to that of the United
States where, he says, "big companies buy members of congress and buy-out small organic growers and dumb-down
the standards." Canadian law requires all organic foods that
cross interprovincial or international
borders to be regulated under both the
Food and Drug Regulations and Organic Product Regulations, and are subject
to the enforcement by the Canadian
Food Inspection Agency. Organic foods
that are made and sold only within their
province of origin are subject to Federal
truthful labeling laws and may be subject to provincial organic regulations
(each province has their own regulations, with B.C. widely considered a
forerunner and Ontario among the least
progressive).
National Natural Health Products
Regulations came into effect in January, 2004. These regulations control
product licensing, manufacturing and
label information. Before 2004, there
was little actual oversight and consequently public confidence in the industry was low. The Natural Health
Products Directorate (NHPD) of Health
Canada is the regulating authority for
Rainbow Foods: offering healthy choices since 1978.
natural health products for sale in Canada. It ensures that Canadians have access to natural health
Systemic rise
Rowan Lalonde came to his position as products that are safe, effective and of high quality while reManager of Harmony Whole Foods Market specting freedom of choice and philosophical and cultural
in Orangeville, an organic supermarket with diversity. It maintains the Licensed Natural Health Products
25 employees, from a unique perspective. Database (LNHPD), which contains product-specific inforAn agricultural economist by training, he mation on natural health products that have been issued a
served on the staff of three Ministers as an product license by Health Canada.
economic and political advisor and actually
chaired the meeting that ultimately agreed Competing for health
to national organic standards. He's therefore
Fierce competition in the booming health food market has
passionate about organic food and sees a far big box retailers introducing new lines of organic products
more systemic trend driving the rise of the intended to take advantage of what used to be a niche market
NHP industry.
and is now a billion-dollar industry in Canada.
"Modern agriculture dates to the post-war
Sobey's, for example, has been notably aggressive. The leadperiod when we started using non-natural ing Canadian grocer opened a chain of Natriga health-prodfertilizers on a large scale for the first time. ucts stores, purchased the chain of Rachelle Bery health food
After 70 years of these chemical-intensive stores in 2008 (then changed the names of their Natriga stores
practices the land no longer has the microbes to Rachelle Bery brands), and unveiled a Compliment's house

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Canadian Retailer - Summer 2014

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