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Summary I’ve touched on several themes here, but all eventually come back to one point: The principles that define quality are pretty much universal. There are some key elements of natural products that must be known, evaluated and controlled in order to guarantee consistency and overall quality. Identity, purity, strength and composition are all there. com Quality is a very important theme in today’s nutraceuticals business. ” Nutraceuticals World • 35 The Research Process Not having valid substantiation (or any research to support marketing claims) can be very costly.

The ability to understand exactly what is important to safety and efficacy of the product is rightly deemed critical by FDA. Just as important is the ability to control those critical factors during production and across time, thus chemistry, manufacturing and control. Regular readers of this column (and I am one of those) should find some of this information familiar. , are all elements of dietary supplement GMP. htm, which investigators must follow if they wish to get botanical research funding from NCCAM.

Maintaining health by eating foods that are naturally high in specific nutrients is fast becoming the desired way for consumers to get their nutrition36. In 2010, one-third (32%) of consumers made a “strong effort” to eat foods/drinks “naturally-rich in nutrients;”28%“naturally-rich in antioxidants” vs. 19% fortified foods with nutrients21. While 65% of adults are still making a Nutraceuticals World • 41 Up & Coming Markets “strong/some effort”to eat more fortified foods, those making “no effort” rose 7% from 2009 to 2010 to 35%; those making “some effort”fell 6% to 46%21.

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