Industry PR Alliance Gains Momentum

LAS VEGAS--The recently formed Dietary Supplement Education Alliance (DSEA) received commitments of money and resources from industry organizations during its launch at the National Nutritional Foods Association (NNFA) MarketPlace trade show June 7.

Following statements from members of the DSEA Steering Committee and public relations firm Hill & Knowlton, audience members were encouraged to join the alliance and offer financial support. Sid Tracy of Traco Labs/Degussa pledged $50,000 to support the campaign. Mel Powers of Now Foods and Bob White of Nature's Products each pledged $10,000 to the campaign. Many individuals and companies pledged additional funds as well as time and resources in support of the alliance.

The DSEA was formed when the Corporate Alliance for Integrative Medicine (CAIM) allocated $300,000 to begin an industry-wide public relations program. CAIM is a not-for-profit organization consisting of Botanicals International, Natrol, Nature's Herbs, Nature's Way, Nutraceutical Corp., Pharmanex, Nuskin Enterprises, Pure World, Rexall Sundown and Weider Nutrition.

DSEA Steering Committee members include Mark Blumenthal, American Botanical Council; Michael McGuffin, American Herbal Products Association; David Seckman, National Nutritional Foods Association; Rick Prill, New Hope Natural Media; and Jon Benninger, Virgo Publishing.

The stated purpose of the DSEA is to "create a broad-based industry alliance to educate Americans about the health benefits of dietary supplements." Additional facets of DSEA include a Scientific Advisory Board, Tactical Resource Council and Dietary Supplement Information Bureau. The planned multi-year campaign includes press conferences, consumer surveys, media relations and video news releases. For more information about the alliance, contact Elliot Balbert, acting chairman, at [email protected].