The Ultralabels Manufacturer of the Year award celebrates the company that has made the most significant contribution to the manufacture of complementary medicines throughout the past year. Many congratulations to Factors Group; this family-owned Canadian company specialises in researching, developing, and producing high-quality nutritional supplements.

 

"Sustainability is imperative to our industry's principles," Evan Hayes,  Managing Director of Factors Group ANZ & Senior Advisor to Factors Group Global.

One of North America's largest manufacturers and distributors of natural supplements, Factors Group has operated for over 65 years. It creates a wide range of tested, trusted and effective vitamins, minerals, herbal remedies, and other supplements.

   

Partnering with many of Australia's leading brands

Factors Group Australia is a sustainable, vertically integrated, Certified B Corporation®. We manufacture premium brands such as Bioclinic Naturals®, Whole Earth & Sea®, Webber Naturals® and SlimStyles®. We are also the preferred manufacturing partner for many of Australia's leading brands, providing extensive manufacturing, testing and raw material supply capabilities.

Evan Hayes, the Managing Director of Factors Group ANZ & Senior Advisor to Factors Group Global, says: "Our company has a genuine and industry-leading commitment to sustainable and traceable raw material sourcing and manufacturing," explains  "We have over 600 acres of certified organic farmland in Canada's Okanagan Valley, and wherever possible,  grow our plant-based ingredients. Any raw material we do not produce ourselves is subject to the highest level of scrutiny to ensure quality and purity. All raw materials undergo extensive independent analytical testing and certification by ISURA® who can identify and quantify over 700 contaminants."

Factors Group's state-of-the-art facilities include research and development centres, laboratories, processing, manufacturing and packaging plants. These allow production from seed to shelf, ensuring superior transparency throughout the supply chain.

 

Sustainability in manufacturing

The judging panel was impressed with the farm to finished product approach – and the company's focus on sustainability in manufacturing.

 

Evan explains: "Factors Farms™ consists of over 600 acres of organic farmland in Canada's Okanagan Valley. A variety of medicinal crops are grown, giving us access to superior raw materials and allowing us to supply high-quality products while supporting environmental sustainability."

 

All seeds planted are non-GMO, and crops are fertilised with compost (including leftover plant matter from the manufacturing process) to reduce wastage.

 

"These methods allow us access to the best quality raw materials that nature has to offer. Crops are harvested at their peak and processed at our manufacturing facility, located less than an hour's drive from the farms, to maximise potency. We also create pollinator habitats, as bees are an essential part of our farm ecosystem," says Evan.

 

An industry-leading commitment to environmental best practices

Sustainability is more than just a corporate value at Factors Group Australia – they are proud to be a certified B Corporation® and 100% carbon neutral (Bullfrog certified). This certification proves the company's industry-leading commitment to measurable environmental best practices.

 

Factors Group is also actively involved in anti-modern slavery practices. The company performs DNA testing and mass spectrometry to protect against plant adulteration. Rare plants are protected within a CITES review. Their partnership with like-minded companies demonstrates their commitment not to invest in companies that negatively impact the environment.

 

Leading sustainability and innovation

"Sustainability is imperative to our industry's principles," Evan emphasises. "The complementary medicine industry has been leaders in innovation, healing through natural medicine and educating people about the benefits of homeostasis and harmony. Sustainability is very much an extension of this. Suppose our patients sometimes get sick because of toxins in nature. In that case, treating the condition also means we have to eliminate those toxins from the environment and our supply chain. We are proud to lead in this area. It is something we have always done and something that we encourage others to follow.

 

Companies may feel that they are too small to make changes. Still, partnering with a company of our scale, we can work together to use our size to support their sustainability strategies," explains Evan.

 

The NPD partnership

Factors Group formulates and manufactures 100% of listed medicines for two of Australia's leading grocery chains home brands. They are IP holders and manufacturers for some of the top ten products in Australia for Australia's leading brands.

 

"We consider our NPD process a partnership. We develop many innovations that we feel are more suitable for other high-quality brands. At Factors, we are fully collaborative with the complementary medicine community. Our goal is to utilise our extensive resources globally to offer the best patient solution for Australia's healthcare needs. The Australian consumer has excellent choices in high-quality brands, which often means we provide our innovative products to other like-minded brands. It allows us to develop highly specialised, unique products that we can design with specific brands in mind based on their DNA and customer demographics.

 

End-to-end ancillary services

Given our expertise and desire to collaborate, it makes sense that we offer complete end-to-end ancillary services such as formulation and claims to our customers if needed. Our customers love this - it allows them to focus on the parts of their business they excel at while remaining confident they are getting best-in-class products. We love this approach as these products and brands may differ from our own. So, it allows us to be creative in our product development and to reach a wider audience," ends Evan.

 

Many congratulations to Factors Group!

Congratulations to Fusion Health who have been awarded CMA’s Highly Commended Award for the Most Outstanding Marketing Campaign.

Fusion Health's Sarah Culverhouse (centre) accepts the CMA award for their Wintering Well marketing campaign.

The CMA Judging Panel acknowledged Fusion Health’s fantastic Wintering Well Campaign which focused on bolstering immune health in the colder months. Consumers could find well written, practical ideas on self-care in the Wintering Well Health Hub.

 

Head of Marketing at Fusion Health, Anita Wolf, says: "The Wintering Well Campaign was designed to highlight traditional holistic medicine's contribution to an individual's health. We wanted to champion community spirit, emotional wellbeing, the importance of nutrition, being active and spending time in nature," says Anita. We feel that all of these are core attributes required to living a balanced and fulfilled life."

 

The campaign captured some healthy activities typical of an Australian winter with relatable, brand-building content on how to stay well during winter, or 'winter well'. The kind of key brand advocates who would resonate with Fusion Health's target audience were selected. No stick-thin models or influencers with millions of followers on Instagram were featured. The Fusion team set out to use storytelling to reach their audience in a way that made them feel part of the Fusion community.

 

Practical tips

Wintering Well encouraged people to take time to slow down, rest and sleep. Practising activities such as journaling and meditation were highlighted. Contemplative activities and choosing gentle forms of exercise such as yoga or walking during winter were featured as was the importance of warming and nourishing foods to help balance yin yang during the cooler months.

 

"Overall, the focus was the importance of supporting the immune system during winter via nutritious and delicious eating and healthy lifestyle factors,” Anita says.

 

Feedback

Part of the uplifting Wintering Well campaign was a competition – consumers who purchased a Fusion product could enter to win $500 to spend at their local health food store. The delighted winners stocked up on their favourite products while supporting their health and their favourite health food stores during a challenging year for bricks and mortar retail.

 

"We also ran an in-store merchandising competition for our stockists," says Anita. "They appreciated the $1000 cash prize plus $500 donation to a charity of their choice," Anita explains. 

 

The team's next major campaign will focus on the subjects of immunity and mental health.

 

Immunity and stress

"We're excited to be launching a new product soon: 'Immunity and Stress' is a product that features ashwagandha and astragalus, a match made in heaven!" Anita says.

 

Anita says: “We will be promoting this new product together with a range of brand, educational and lifestyle content to help our customers cultivate and develop emotional and mental wellbeing. We also want to celebrate nature and its ability to replenish the soul in stressful times. We feel relaxed just thinking about it!"

 

Holistic health journeys

"Our customers are becoming more active in their health journeys. As a brand, we have always advocated for traditional medicines and a holistic approach to health, and it's exciting to see consumers engaging with these concepts in a way we haven't seen before.”

 

"Simplicity is key to a successful marketing campaign - there is always so much that could be done, so it's important to focus on key tactics and build upwards from there. We had great fun building this brand content – you can expect to see more of this kind of approach from us in the future, too!" ends Anita.

Honouring the most outstanding complementary healthcare industry retailer, the Vince Russel Retailer of the Year Award celebrates creativity and innovation in a retail setting. This award also celebrates positive contributions to both the community and to our industry. This year, our huge congratulations go to Chemist Warehouse winners of this important award. This extensive chain of pharmacies rose to some of the challenges impacting consumers due to Covid 19.

Huge congratulations to Jack and the amazing team at Chemist Warehouse

Recognising that the preference for click and deliver options for their pharmacy products as well as other goods was growing exponentially, the team zapped delivery times from three weeks to three hours for nearly 200,000 orders.

Jack explains: “Many people were and still are working from home or isolating, and couldn’t go out, so we wanted to provide service to customers.

“We did this by making an agreement with DoorDash® waiving delivery fees for the first week nationally. Deliveries were fast-tracked for on-demand delivery,” explains Jack.

The group chose this option because they felt that Australia Post was taking too long. The service was free for a number of weeks and now has a flat rate of $15 which covers the DoorDash fees.

Clicking on the deliver option, the customer’s inventory is packed in store nearest to their postcode and delivered within three hours if not sooner.

Jack tested the service for himself – he found that the delivery arrived within one hour but took two weeks via Australia Post.

A commitment to education

Jack and the team recognise that people will only benefit from Australian natural medicines if they understand how they may beneficially impact their own health. Thus, the group regularly produces television advertisements and their House of Wellness website and publications detail areas including areas such as weight-loss, health conditions, fitness, recipes nutrition and tips in easy-to-understand formats.

The What’s New in the Warehouse television and broadcast segments use trusted spokespeople including the well-established and respected pharmacist, Gerald Quigley.

“We are proud to offer the best range and variety in over 450 stores and over 20,000 staff. But to offer accurate information, our people must have access to educational information,” Jack says. 

Staff are well trained – they are offered online education in natural health via training programs and classes in every state.

“Our team is cognisant of the responsibility to give back to community and we are active in supporting areas such as prostate cancer, women’s health and save our sons and more.

It begins with purchasing

And the process of stocking shelves with the kind of products people really want starts with the buying process.

“Our team is very clear about the need to give the customer what they want. So, our buyers come from customer-facing retail backgrounds – after all, if they don’t know retail, they don’t know what the customer really wants.

“We hire dynamic buyers who understand this and they are empowered. Examining trends at tradeshows, visiting manufacturers and studying overseas trends means that we can introduce goods as soon as possible to maintain our leading edge. Examining trends is important and plagiarism saves a lot of time!” laughs Jack.

And talking of trends, Jack and the group are currently working with the TGA to understand what can be done to bring CBD oil to their customers as is the case overseas.

“Successful retail isn’t rocket science – it’s about basic, practical, relatable and understandable processes done well and consistently. And it’s about providing people with what they want,” ends Jack.

Many congratulations Jack and the team at Chemist Warehouse!

Congratulations to Metagenics for once again taking the CMA Most Outstanding marketing Campaign for the Ethical Nutrients’ Live Life Resilient Campaign.

Metagenics takes the CMA Most Outstanding marketing Campaign for their Live Life Resilient Campaign. 

Recognising the complementary medicines industry's best marketing campaign, this award is based on the strength and relevance of the message for the stated target audience. It considers credible imaging of the product or service reflected by the campaign, its duration and the campaign's commercial success.

Resonating with audiences

Using real women was imperative to ensure the campaign resonated with the audience, regardless of age, ethnicity or life stage. These real women expressed raw emotions throughout, helping to build a human connection between them and the audience. The campaign addressed several fundamental consumer health needs - muscle, immune, and energy, across five creative variations.

The Ethical Nutrients Live Life Resilient campaign encourages women to own their health and take action ('I did it my way'), so they can live a life well-lived ('live life resilient'). Centred around the brand's health credentials ('Evidence-based and meticulously crafted for real results'), it provides a fresh twist on the empowering 'My Way' ballad paired with distinctive black and white creative that elevates the brand. Bringing together real women across different life stages, who expressed raw emotion and human connection, Ethical Nutrients is positioned as a partner in their health journey.

Inclusivity and empowerment

The feedback from the Live Life Resilient campaign has been resoundingly positive. Pharmacists, pharmacy staff and consumers are impressed with the inclusivity and empowerment that the message brings. One consumer emailed, "As a long-term Ethical Nutrients customer, it makes me smile every time I see it. It's inclusive (especially of age), gritty and fun. Congrats." Another rang to say, "I saw the Ethical Nutrients ad today … it is great; it's so catchy and stands out. It grabbed my attention and was stuck in my head then; I thought it was very well done, and I liked it." The campaign feedback from retailers was also overwhelmingly positive, with several accounts requesting copies of the creative for in-store and online use.

The Live Life Resilient campaign will be further built upon in 2022. There will be a renewed focus on muscle and immune health, also addressing new key consumer health areas, including sleep.

"We're incredibly proud to have created a campaign that empowers women to take charge of their health. It celebrates inclusivity and educates people about the importance of complementary medicines in their health journey," ends Sarah Sparks, Brand Manager at Ethical Nutrients.

Celebrating the very best in excellence, the Digital Commerce Award recognises innovation, creativity, enjoyment, and success.

Anil Mustafa and Claudia Franceschini accept the inaugural CMA Digital Commerce award for My Appointments.

The inaugural honour was recently presented to Anil Mustafa and Claudia Franceschini from Eclaire & Co for their unique practice management platform, My  Appointments.

Launched in 2021, after several years in development, My Appointments is built for practitioners by practitioners. The genuinely innovative practice management solution is set to revolutionise practice management, saving practitioners time and money while stimulating practice growth.

Anil and Claudia discussed concepts for a viable launch around six months, and it took almost two years to build and launch My Appointments.

Anil says: “Our goal was to reduce the administrative burdens of running a practice so that practitioners could focus on what they do best, treating their clients.”

The idea for the platform resulted from work that the duo was conducting on the advocacy platform, Your Health Your Choice (YHYC), which aims to safeguard the future of natural therapies. Following the axing of rebates by the government, the pair examined ways to support practitioners and the growth of funds to enable this work to continue.

Research and development

Both Anil and Claudia are experienced in building businesses from the ground up. Anil started her Myotherapy practice at age 19 which quickly evolved into a multidisciplinary clinic, including a Pilates studio and a gym. Claudia is an avid user of natural therapies for herself and her children and has a marketing, business development and design background.

“We combined our experiences and brainstormed ideas that could automate as much as possible for practitioners. We also looked at ways we could connect more clients with their ideal practitioners and build in marketing protocols to help practitioners grow their business,” says Anil.

“Following further research with practitioners, we proceeded to build the wireframes before passing it on to developers who specialised in building practice management systems,” Anil explains.

The feedback has been fantastic so far, reports Claudia, who adds: “The biggest compliments focus on how innovative and user-friendly our platform is. Everyone especially loves the clean, visually appealing design.”

A big surprise

Winning the new Digital Commerce Award came as a big surprise to the thrilled Anil and Claudia; they didn’t even know they had been nominated! The duo is humbled by the recognition they have received so early on in developing the platform by some of the most influential names in the complementary medicines sector.

The next steps for Anil and Claudia involve the development of additional features and the continued evolution of the platform to meet the needs of practitioners.

“It is an incredible pleasure to be involved in a project that has so much support in an industry that we are so very passionate about. We are excited by what the future holds. We are loving watching our vision come to life,” ends Claudia.

In her latest sustained attack on Australian complementary medicines, Consultant Pharmacist, Dr Geraldine Moses has misreported several problems that that she says exist with using dietary supplements (complementary medicines).

Surely it is much more helpful to engage in respectful discussion with clinicians, patients, academia, and industry?

Anti-complementary medicines lobby

In the article, published in Australian Prescriber and picked up by other outlets, the comprehensive negative statements are generally incorrect or misleading. Plus, Dr Moses did not disclose that she is a longstanding member of the small but vocal anti-complementary medicine fringe group, Friends of Science in Medicine (FSM).

FSM Group members regularly create and promote hostile slogans about complementary medicines and attack the government's Therapeutic Goods Administration (TGA). The TGA regulates Australian Complementary medicines to the highest standards in the world. This high level of regulation is one reason that Australia's complementary medicines industry is thriving here and overseas.

Confusion, regulation and risk

Australian complementary medicines are the most regulated in the world. We manufacture complementary medicines to the highest pharmaceutical-grade quality; this is not the case overseas. Outside of Australia, especially in the USA, companies can make unsupported advertising claims and generally speaking, there is a far higher risk than that seen in Australian listed complementary medicines.

Who needs supplements?

Geraldine Moses states that for wellness purposes, the risk of taking supplements outweighs the benefit. She adds that most adults don't need supplements.

In an ideal world, the best way to derive nutrients is through diet. But the fact is that the majority of people don't consume enough vitamins, minerals, and other nutrients; there is a myriad of evidence that supports this. According to the AIHW, for example, 50% of adults and 32% of children don't consume sufficient serves of fruit, and 93% of adults and 95% of children do not consume adequate vegetables. Other research shows that only around one out of five Australians consume enough omega-3. Surveys. Many more studies could be cited.

A myriad of evidence supports this existence of nutrient-dietary challenges for Australians ranging from iron-deficiency anaemia to vitamin D and B12 plus many more. Deficiency can result from many reasons such as dietary restrictions, cultural practices, post-gut surgery, lifestyle factors, ageing, the use of certain pharmaceutical medicines and more.

Health literacy

Geraldine Moses says that people who take supplements are wasting their money. The seven out of ten Australians that take complementary medicines regularly would no doubt disagree. Her statement ignores the increasing health literacy of the Australian public who make an active choice.

Research shows that the more highly educated a person is, the more likely to take complementary medicines. The 2011–2012 National Nutrition and Physical Activity Survey examined supplement use within the Australian population; results showed that supplement use was greater among those with higher levels of education.

According to the researchers, supplement users are more likely to participate in healthier lifestyle behaviours, have underlying diets that are higher in many nutrients; they also have a more favourable health status when compared to supplement non-users. 

The price of good health

Industry critic Geraldine Moses says that people complementary medicines are expensive. Compared to many pharmaceutical, over-the-counter drugs, complementary medicines are relatively inexpensive. And, health benefits extend to more than just the individual.

One of the most popular supplements in this country is calcium, a macro-mineral well known for its widespread benefits. Deficiency is associated with adverse health consequences, and severe shortage can result in osteoporosis. Treatments can be burdensome to the healthcare system, and of course, the condition is burdensome for the affected individual and their loved ones.

It isn't so straightforward

Complementary medicine is not as straightforward as traditional pharmacology of a single powerful drug effect on one pathway. Complementary medicines are made from either one ingredient or a combination selected to support numerous biochemical pathways. For example, magnesium is integral to more than 300 enzymes; deficiency is highly prevalent worldwide. Yet, in supplementary form, this simple mineral is a powerful, helpful adjunct to pharmaceutical medicine, diet, and lifestyle interventions according to clinical trials.

Look at the label

Geraldine Moses says that, unlike conventional medicines, manufacturers of vitamins and minerals are not required to provide warnings of potential side effects, drug interactions or overdose; another incorrect statement.

In truth, manufacturers of complementary medicines must have strict upper limits on recommended daily doses for higher risk nutrients stated on the label. Appropriate label warning statements on important serious side effects are required; these are designed to inform the public, and they do. Damaging doses are not permitted on recommended directions. Overdosing is also clinically challenging to consume in most cases.

Interactions

Geraldine Moses warns about drug-nutrient interactions, which are similar to drugs and foods that interact with medications. The complementary medicines sector produces interaction checkers for healthcare practitioners; for example, one of these resources was created by Blackmores Institute. Academics at Sydney University review the interaction checker and provides pharmacists with a dedicated information portal.

Decades of research have shown only a few clinically significant side effects for complementary medicines, and these usually relate to purposeful or accidental improper use. Where reactions for any use occur, they are reported in the Database of Adverse Event Notifications (DAEN), actively monitored and addressed. Further, Australia is the only country in the world to have a Pharmacovigilance inspection program in place for complementary medicine companies.

Complementary medicines make a positive difference to the lives of Australians in a very gentle and low-risk way every day. And, the most severe and damaging adverse events consumers ask for help for are not related to complementary medicines.

After the death of his son from taking a combination of prescribed medicines, Paul Reis and others affected by severe adverse and even fatal events related to pharmaceutical medicines are campaigning for better consumer warnings on prescription medicine labels to protect patients.

The need for consumers to communicate with their doctor and pharmacist when taking any over the counter products, including complementary medicines, is important. Still, pharmacists and medical practitioners require a level of knowledge, respect for, and open-mindedness towards complementary medicines and patients' choices.

Australia's world-leading regulation of quality

Geraldine Moses says, "Most are unaware that complementary medicine labels may not be entirely trustworthy or that natural health products, especially those sourced from overseas, may contain undeclared adulterants." Complementary medicines displaying an AUST L or R number, i.e., Australian products, only contain pre-approved ingredients that must be positively identified and tested. Legal limits on contaminants such as heavy metals, solvents and certain herbal compounds.

Made in Australia

TGA auditors regularly inspect Good Manufacturing Practice (GMP) manufacturing sites and laboratories. While herbal adulteration can be a problem in overseas complementary medicines, the sector uses world-leading laboratories for herbal identification in Australia. And, unlike many pharmaceutical medications, most complementary medicines are manufactured here on our shores, maintaining medical product manufacturing expertise and increasing Australia's national healthcare resilience.

Australians' access to highly regulated listed medicines is not the case for similar supplements purchased from overseas, which have voluntary safety and quality requirements, if any at all. Suppose consumers believed the attack by anti-complementary medicine lobbyists for Australian listed products. In that case, the kinds of concerns stated by Dr Moses may become a reality for the Australian public buying overseas products online.

Cost-effective public safety

Australian consumers' access to high-quality, efficacious ingredients through the listed medicines path is important for public safety and cost-effective access. Regulating ingredients in listed medicines at an economically viable level for Australian businesses to produce such products is also vital – it allows for better health, wellness, and safety for the Australian population.

Towards a better conversation

Just as haematology, endocrinology and dietetics are forms of medicine, so is complementary medicine. There is usually a gentle and lower risk, and thus, importantly, it permits consumers a level of self-determination in their care. It is disappointing that specific well-respected individuals create unbalanced arguments to inflate fear over a valuable and helpful field of medicine. At the same time, other medical experts see countless patients whose health improves by using treatments including complementary medicines specific to the patient's individual needs.

It is much more helpful to engage in respectful discussion with clinicians, patients, academia, and industry to understand the benefits and risks of recognising and advancing the use of complementary medicine through best practice. A positive, mutually respectful approach to engagement and ongoing education is what is needed. This way, all of us can  be helped to make the best decisions and deliver the most positive health outcomes for us all.

 

Carl Gibson

CEO Complementary Medicines Australia

Jason Hawrelak's passion for gastrointestinal health, the gut microbiota, and probiotics was sparked in his final year of undergraduate naturopathic training. His Honours (First Class) and PhD degrees focused on the gastrointestinal microbiota, the role of dysbiosis in irritable bowel syndrome, and the clinical applications of pre- and probiotics. Dr Hawrelak is a researcher, educator, naturopath, and nutritionist who has written extensively in the medical literature on these topics.

"From reading books on naturopathy in the early 1990s, I learnt for the first time what it took to be truly healthy" Dr Jason Hawrelak

"My initial interest in natural medicine was triggered by my personal health issues, such as longstanding asthma, hayfever and just an overall lack of wellness," Jason says. "From reading books on naturopathy in the early 1990s, I learnt for the first time what it took to be truly healthy. I started eating a predominantly plant-based, whole food diet and gave up junk food (which was a normal part of my childhood diet). I also learnt the importance of time spent in nature, daily meditation, and getting enough sunshine to make adequate vitamin D. Using these core naturopathic principles, my level of health changed dramatically at age 19," he says.

A vibrant health scene

The young backpacker from Canada, arrived in Australia in 1992 and immediately fell in love with the Byron Bay area. The vibrant health scene in Byron at the time had a significant impact on Jason. Soon after arriving on the North Coast, he quit drinking, began to eat healthily, practised mediation and deep breathing, and started to spend more time out in nature. At this time, when he was essentially living a naturopathic lifestyle, he had no idea that naturopathy was even a profession.

A lifechanging course

When a friend mentioned that a new course in naturopathy was about to be taught at Southern Cross University, Jason knew it was the perfect choice for him. Later, as part of his Honours and PhD, Jason was delighted to find himself working with Professor Steven Myers, researching all things leaky gut syndrome and dysbiosis. These topics resonated so strongly that they became part of his life's passion.

Jason continues to pursue his academic career and research in probiotics and gastrointestinal health while contributing to many professional development events. He is also a practising clinician and the proud co-owner of Hobart's landmark pharmacy, Gould's Natural Medicine, which has served the people of Tasmania and its surroundings since 1881.

As well as naturopathy, the centre offers nutritional advice, herbal medicine, osteopathy, acupuncture and more. The centre is a family affair with both Jason’s partner (Dawn Whitten – also a naturopath) and father-in-law (Greg Whitten) involved, the latter growing medicinal herbs on the Goulds Organic Farm, which are used to meet the busy practice needs of the apothecary and clinic.

 

"It’s brilliant to be involved with every stage in a herb’s lifecycle, from planting, harvesting and drying," says Jason. "Not many clinicians get to see the whole lifecycle of the herbs they’re using in practice and get to know and appreciate a medicinal herb on a deeper level."

Regarding patient education, Jason now feels he spends considerable time correcting misinformation. "Twenty years ago, when I first commenced clinical practice, we would spend most of our time educating our patients. We did not have to spend very much time refuting incorrect ideas, but now, there is a lot of myth-busting to do, and more of our time is spent on re-education," says Jason.

"For example, before seeing me some of my patients have diagnosed themselves with conditions that they don't have, and I have seen some of these patients who have inadvertently caused themselves harm by implementing restrictive dietary approaches or taking microbiota-harming interventions that they did not need based on information they read online."

Carnivores and ketogenesis

Correcting misinformation surrounding the microbiome is one of Jason's passions. Dietary practices – such as the carnivore diet and ketogenic diets – can severely damage the microbiome, something that he has seen firsthand in his patients. The longer patients have followed such diets, generally the more of a challenge it is returning the ecosystem to a more healthy, diverse, balanced state. He also observes substantial alterations to his patients ecosystems after antibiotic and proton pump inhibitor use. Antibiotic combinations are particularly potent in their capacity to induce long-term detrimental shifts in the gut ecosystem. Proton pump inhibitor use is perhaps more surprising, given this class of medicines is used mostly to treat gastroesophageal reflux, but research conducted over the past 5 years has shown PPIs to have a substantive negative impact on GI ecosystem diversity and cause a loss of species richness.

Reinoculating the human ecosystem

"As research builds, I hope that novel interventions will come to the fore. Interventions better able to reinoculate and repopulate the human ecosystem. These are sorely needed, as each generation of Westerners have ecosystems that are lacking in diversity and species richness compared to the one before. Research is now suggesting that even a single course of antibiotics can result in dramatic changes to the gastrointestinal ecosystem and permanent species extinction. This is worrying in that we know so little about the species we have already lost and the potential repercussions of their loss."

Faecal matter from Amazonian peoples and hunter-gatherers in Africa may well have the potential to reinoculate Westerners with species that have been lost over the last century, explains Jason. "We are becoming increasingly aware of the impact of global warming and climate change on the loss of animal and plant diversity in the Earth’s ecosystems, but we are also experiencing a massive loss in our internal ecosystems," Jason says.

“I think we’re seeing the consequences of this internal diversity loss now, with substantial increases in rates of chronic mental health conditions, allergies, autoimmune diseases and metabolic disorders in Western nations. Restoring and optimising the gastrointestinal ecosystem holds great promise in turning the tide of these conditions,” ends Jason. 

June is Bowel Cancer Awareness Month 

Bowel Cancer is Australia's second deadliest cancer, but it is one of the most treatable types of cancer if found early.

Although it is more common with advancing age, it affects everyone, young and old, and nearly 300 Australians will be diagnosed with bowel cancer this week.

Here are nine ways to protect your health.

1.       Get screened

Bowel cancer is treatable and beatable if detected early. Get screened – people who do reduce their risk of dying from bowel cancer by 16% compared to those who don't.

2.       Watch your alcohol

Drinking two or more alcoholic drinks per day significantly increases bowel cancer risk.

3.       Stay in a healthy weight

Limit fat around the middle. Bowel cancer risk rises with increased body fat, particularly waist-hip ratio.

4.       Enjoy calcium

Dairy products and calcium supplements are linked with a decreased risk of bowel cancer. Consuming 200 grams of milk or 200mg of dietary calcium per day was associated with a 6% reduced bowel cancer risk.

5.       Get moving

Physical activity can reduce colon (not rectal) cancer by 16%. Try to be physically active (where the heart rate is elevated) every day in any way for 30 minutes or more. As your fitness improves, increase the length of time, you are active to 60 minutes or choose in more vigorous activity. 

6.       Get treated

If you have bowel polyps, getting them may lower the risk of bowel cancer.

7.       Stub it out

Smoking 40 cigarettes per day increases the risk of bowel cancer by around 40% and nearly doubles the risk of bowel cancer death.

8. Watch your intake of red meat

Eating too much red and processed meat has been linked with an increased risk of bowel cancer. If you eat red meat, do not eat more than three portions per week. Three portions are equivalent to about 350-500 grams cooked weight. Eat very little, if any, processed meat.

9.       Enjoy whole grains

Three servings (a total of 90 grams) of whole grains daily; choose brown rice or wholemeal bread; it can reduce the risk of bowel cancer by 17%. Pile two-thirds or more of your plate with whole grains, veggies, fruits, beans, and nuts; limit animal protein to just a third of your plate.

Congratulations to Dr Lesley Braun and the Blackmores Institute team for winning the Contribution to Research, Education and Training award.

Many congratulations to the Blackmores Insitute team

Drawing on her broad experience in research and academia, the Director of Blackmores Institute, Dr Lesley Braun, is proud of her team's commitment to providing comprehensive education programs for healthcare professionals and retail assistants.

Improving health literacy and knowledge

The academic and professional arm of the Blackmores Group, Blackmores Institute, was founded by the board in 2012 to improve health literacy and knowledge through education and develop evidence-based solutions through research and innovation. A key objective is to turn science-expertise and knowledge into practical communications and useful and useable knowledge.

"The education team went through a major transformation around four years ago," says Lesley. "The learning and development, design and subject matter expert teams combined to produce and perfect clear digital and online education for a high quality and effective adult learning experience. New skills were brought into the team alongside some of the best practitioners around. The transformation and team are headed by Gill McEwen, who blended the learning and development experts' skills with subject matter professionals to build the magic," Lesley says.

Blackmores Institute draws knowledge from 19 universities; it supports 13 current PhD students as part of its commitment to investing in current and future leaders in the industry.

CMEd Certification

Although proud of all the education offerings, Lesley is particularly proud of the CMEd Certification program. This clinically significant, specialised, and interactive program is designed to help pharmacists deliver personalised healthcare integrating natural medicine solutions. CMEd is also Group 2 CPD accredited and focuses on evidence-based complementary medicine ingredients, common health conditions, and integrative care delivery.

"Pharmacists in retail are surrounded by supplements, but we know that very little is taught in universities apart from drug-herb interactions. They may not be clear about how supplements can work in a complementary fashion and the use of supplements for preventive health."

Lesley's passion for this program follows a national survey conducted by the Alfred Hospital several years in conjunction with Monash and Griffiths Universities led by herself and funded by the Pharmacy Guild and the government's Department of Health and Ageing. It examined what customers wanted from pharmacies. "The results showed that people expect more informed information and recommendations about products. It also showed that pharmacists recognised that not they were not well equipped," Lesley says.

Comprehensive educational offerings

Recognising this gap, Blackmores Institute created a tailored and engaging curriculum that was first launched in Malaysia as a test case that was very well received. Thus, it was brought back to Australia with a high level of uptake and engagement. The comprehensive course offers a blend of online modules and live virtual classrooms. It is delivered in two streams: the first focusing on CM ingredients including vitamins, minerals, and herbals and the second stream covering common conditions that present in pharmacy. There is an externally marked final assessment which enables full certification for successful completion.  

A suite of educational offering caters for different professionals, including dietitians, chiropractors, dentists, and medical doctors, via the popular BioCeuticals educational programs, BioCeuticals Research Symposium and FX Medicine podcasts. Universities pass on only basic education, yet people want to know more.

Another significant educational offering meets the needs of retail assistants. Blackmores Institute created the first certification program for pharmacy staff, offering continuing education and professional development via their BeCertified program which was rated number 1 in last year’s pharmacy Advantage survey The BeCertified program provides education focussed on building the knowledge and confidence of pharmacy assistants to answer customer questions and recommend suitable vitamin supplementation solutions their customers.  It is made up of seven pathways. Each pathway is a health category that contains four levels of learning.  Pharmacy assistants hone their knowledge and skills as they navigate through a pathway.  By the time they complete the final level of learning their skills have been refined from beginner to expert level.  On successful achievement of each health category they receive a digital badge.  Once they have completed all seven health categories, they earn their Certification badge.

"We know many people could benefit from complementary medicine products, but they may not be aware of all of their options. A big part of the kind of education offered by Blackmores Institute is to improve natural health literacy at many levels," Lesley says.

Ahead of the curve

A great deal of online education was already prepared and being delivered when the global Covid 19 pandemic began last year. This forced people to engage more with online education since fewer face-to-face events were going ahead. In this respect, Blackmores Institute was ahead of the curve and well prepared for this transition to online learning.

Lesley is incredibly proud of the team, saying that they keep learning. The culture of continuous improvement is constantly measured internally.

"Thank you, CMA, for this important category recognising that a very significant part of building the industry is enhancing accurate awareness via greater understanding. Myths must be dispelled, and the correct and appropriate information is shared with health professionals and the public. I hope that winning the award helps to stimulate further improvement and understand of the importance of education. I hope it inspires others to move forward on their education journey," ends Lesley.

The CMA Wholesaler or Distributor Award celebrates the company that has made the most significant contribution to the complementary medicines industry in the past 12 months. This year, the winner of this important accolade is a third-generation producer of pharmaceutical medicines, Craig Fallshaw and his company, the Complementary Medicines Group (CMG).

CMG CEO, Craig Fallshaw accepts the CMA Wholesaler/Distributor Award

CMG received the most significant number of nominations – more than any other category – for exceptionally high standards of service and product delivery. Judges were impressed with the deep knowledge that supports CMG customers bring their ideas to life, launch, and distribute their products.

A family legacy

Craig's family manufactured vitamins for Blackmores in Manly Vale on Sydney's northern beaches since 1968.  After school and during school holidays, Alongside his parents, cousins, and siblings, Craig worked in his grandfather’s company manufacturing for the Blackmore family who then lived opposite his own family.

After finishing school, Craig studied and became a chef, later touring and working in Queensland and traveling overseas. When he returned to the family business, Craig studied for a naturopathy diploma deepening his product knowledge. The family busines grew and was re-launched as Sphere Healthcare which was later sold in 2009. The following year, Craig launched CMG working from a laptop on a desk in a friend's warehouse.

Meeting the needs of the 30 per cent

“I realised that the existing three big manufacturers serviced about seventy per cent of the industry; larger manufacturers are geared to providing substantial, long runs of product. But what if you need a hundred thousand products and not five million?  What about the remaining thirty per cent or so? Plus, small companies and start-ups may not get the most tailored service?”

Rather than tackle the big companies head-on, Craig realised there was a gap in the market where smaller operators' needs were not being met. Thus, small, or medium-sized start-ups became the core business for CMG providing those clients with the same level of service the same as larger companies expect and are getting. “It's a nice niche that is not exposed to China or export; some do sell via Amazon, but most are domestic," Craig says.

Turning ideas into listable products

CMG provides a full-service model which starts with a client meeting to define the idea around the product; CMG’s technical and Innovation team, led by Dr Brad McEwen, helps turn the client’s idea into a listable product complete with evidence tables. Then, the finished product is supplied via CMG’s TGA-Licenced facility in Warriewood, New South Wales.

The business works hard to help with the entire and sometimes complex process, putting customer service at the core of everything they do. "Quality in our industry is mandated by law, but the level of service we aim to provide to our customers is something we can control."

Excellence in customer service

Proudly, Craig puts part of his company's success down to the delivery of excellent goods and service as well as constant communication plus problem-solving. “We love our customer service people and we love our customers,” Craig says.

Today, Craig's career has turned full circle. Learning the ropes of the complementary medicines industry as a child, studying, travelling, and then returning to his roots and passion has seen great success. And we are sure that there is much more to come.

Celebrating a decade

It was CMG's 10th birthday last year and the company now has 64 staff and runs seven days a week. Around 12 months ago, the flourishing company had outgrown its previous site.

“We are very excited to be starting work on our new 4000sqm manufacturing plant in the heart of the Warriewood Valley. The new site will feature four solid dose packing lines and solid dose and powder sachet lines, as well as Australia's only effervescent tablet production capabilities,” Craig says.

Innovation, ideas, and technology

“I love the industry, the people the products and the creatives so I decided to purchase the new site. manufacturing facility. My vision for the future is for CMG to be a stage for innovation bringing new ideas and technology to Australian champions of complementary medicine.”

Craig ends by saying: "We are a niche business, we don't want to be the biggest, we just want to do the products and processes that others don't and do it to the highest standards possible as we look after our niche customers in SME land.”

Many congratulations to Craig and the team!