Issues in Marketing

(Coral Plant Calcium used as Example)

Factual Marketing is one thing, but far too often marketing attempts to stretch and manipulate the facts to give greater significance to a product than it deserves.

• Natural = Almost meaningless as currently used. B Vitamins are often called natural when over 95% are synthetic.
• Whole Food Vitamins  = Usually mis-labeled. Again, very few are really natural or whole food derived, meaning synthetic vitamins are added to the product at some point rather than the vitamins being built by nature in living food.

Plant Source Calcium

Example:   Plant source Calcium new on market called AlgaeCaltm.

Red algae cells use calcium in building the outer skeleton of the algae plant. When the algae plants which are attached to reefs die, they are often called coral, but are really different, they just exist in the same places, the reefs. The Algae "plants" can also break off from the reef and wash up on the beach.  AlgaeCaltm gathers this source. While the marketing story truthfully says this is a natural plant source calcium, the form this calcium takes in algaes is calcium carbonate. This fact is seldom mentioned in marketing materials for this product. Well, on their website they do briefly mention it and simply say that AlgaeCal is 30% calcium and 70% other stuff. 

Since calcium carbonate is 40% calcium and 60% carbonic acid, this means that while AlgaeCal has 25% less calcium, it has some extra room and contains other minerals such as magnesium (but not enough) and other nutrients. AlgaeCal claims this "extra stuff" not only enhances the absorption of the calcium but adds values of their own, plus the honeycomb structure also increases absorption. This added absorption may also be due to the fact that while limestone calcium carbonate is 100% calcite, the red algae adds small amounts of two other carbonate forms, aragonite and vaterite. It is the vaterite at about 12% that gives AlgaeCal an extra absorption advantage. Vaterite is more reactive and unstable while calcite and aragonite are low reactionary stable compounds.

Yes, calcium carbonate is the same calcium form found in limestone and in TUMStm. The company that holds the patent for this algae calcium brand uses complex tests with incredible sounding results such as 75% absorption. Well, not really absorption, but potential absorption as shown by solubility tests. They compare this 75% potential absorption solubility to calcium in foods that has between 8-67% solubility; pear is at 67% while cauliflower is 21%. What they don't tell you is that regular limestone calcium carbonate has a 69% solubility representing only a 12% difference between the 75% AlgaeCal. The actual in the body assimilation and absorption is still about 30-35%, like most other calcium sources. A study found no detectable effect of solubility on absorption.

Another test reveals a 200 - 250% increase over plain limestone (just calcium carbonate) and calcium citrate in generating one of the bone growth metabolites, alkaline phosphate activity. This was from an outside the body TEST TUBE study. If this same action transfers and happens in the body, algae calcium would be a miracle ingredient for bone building. But, the digestive system will tear apart the calcium carbonate from the algae plant material which includes other minerals and some proteins, items that may have influenced the test tube results. After the body separates the calcium from the carbonate, simply the nature of calcium digestion, it will behave just like any other calcium source, including limestone. The elemental calcium is the same. Plus, the ratio of magnesium to calcium is very low in natural algae which may jeopardize some body processes and the absorption of other minerals. One company, Garden of Lifetm, adds extra magnesium for a better balance while New Chaptertm does not.  ref

Calcium carbonate uses up stomach acid in processing which could compromise protein digestion in Seniors who already might be low on digestive acid. In this situation, calcium citrate has some advantages since it uses far less acid for absorption preparation. Even though this red algae calcium can be called a plant source, the form is still a factor. 

Calcium carbonate might not be appropriate for everyone, and still comes in at only about 30% actual absorption, not the 75% solubility percent often mentioned in ads. Body conditions really dictate calcium absorption percentages. It would also be of interest to know how this algae source calcium participates in generating calcium spikes in blood level. Food trickles in calcium since the elements in food act as buffers. Most supplements create rapid blood spikes of calcium which generate counter responses from the body. Evidently, long term effects of continual calcium spikes are not healthy. This is probably why studies comparing food sources versus calcium supplements find food sources do not exhibit the same negative effects long term, with the exception of milk. It is possible algae calcium has some buffering effects, similar to ground bone sources of calcium. While Milk has minerals and fats as buffers, the very low ratio of magnesium to calcium might be the factor generating increased fractures long term.  

Now, how does this background calcium information about AlgaeCal's plant source calcium influence your perception of their marketing story?

Wrap UP

One further point needs clarification before leaving this topic. AlgaeCal calcium is slightly more absorbable, and may in the future show benefits due to it's solubility over other forms. But a current ongoing research study might misdirect this story in the future. This study is using an AlgaeCal calcium formula and a 680mg. strontium supplement. The halfway results appear remarkable and may be used to market this product. The AlgaeCal company is using this study result to make a guarantee that these products will grow bone and reduce fractures. But, these results are not new, and can almost totally be attributed to the uptake of strontium by bones which does increase density and prevent some fractures.

How? Strontium, which is double the weight of calcium, adds greater measurable density to bone due to the fact that it replaces some of the lighter weight calcium during bone rebuilding.  There are some critical issues generating warnings you need to understand that are seldom mentioned in marketing information about strontium such as skin rashes, and increased heart attacks showing up over time. article article

CAUTIONARY NOTE: If you take a product with AlgaeCaltm, write to the company and ask if they check each production batch for lead content. Lead is commonly found in some mineral sources, including Red Algae.

Positives for Red Algae

UPDATE:  A new study will be coming out soon for AlgaeCal which says this product reduces RANKL levels. RankL is a ligand protein involved in bone calcium metabolism by activating the development of bone tearing down cells. If RANKL levels get too high and out of balance with OPG, the element to control RANKL activity, lowering RANKL levels would have some favorable results. ref The RANKL pathway is very complex and related to a number of disease states. It will definitely play a significant role in future osteoporosis treatment protocols. BUT, it is also involved in immune functions so careful analysis is needed not to jump out of the frying pan and into the fire.

How does this calcium product lower RANKL levels? RANKL is triggered by an acid build up in the blood. RANKL is produced by bone building cells to activate bone tearing down cells causing them to release calcium out of bones to neutralize the acid blood.  While all calcium sources will neutralize acids, the preferred mineral for buffering by the body is potassium. Increasing potassium foods in the diet would play a large role in regulating body acids so that using bone calcium to decrease RANKL levels would not be necessary. Only the levels needed for the proper amount of bone repair would be made. 

Watch for more on this RANKL process and interaction with the Tumour Necrosis Factor pathway for immune activities soon. Here is another article with more insight.

Reduced Colon Cancer Cell Growth Rates in Test Tube Study.

Another aspect concerns the influence of AlgaeCal on colon tumor cell growth. It not only slows down colon tumors similar to limestone calcium, it also slows down tumor cell growth for cancers that do not respond to other calcium sources. This goes beyond just the calcium content. Maybe trace minerals. More research is needed to understand this potential benefit. ref  ref  

Vitamin Website Evaluations

Without some critical guidance, it is easy to be led astray by "rational sounding" believable websites. This article critiques some of these websites to give you an idea of the problem. Stop here and Read this website on how to choose a multiple vitamin and then check out the below detailed analysis that shows why it is seriously factually illiterate and will not make you "bullet-proof" against vitamin supplement hype.

"HOW DOES THE SUPPLEMENT DISSOLVE IN THE STOMACH?"     For the most part, this is factual about tablets, capsules and liquids. But, there are some tablets that say "quick release" or "rapid release" or "rapid dissolving" tablets that are just as good as capsules, sometimes better. Liquids suffer from a lack of tests to completely show absorption advantages over the other two for all nutrients. article  Ben-pan bullets should never be used, especially time-release tablets.

Now about the cement thing in tablets. Tablet manufacturers call this a binding agent. Binding agents also help the tablet to break apart when moisture hits it. Thus this is why most good companies put a anti-moisture pack in bottles. Certain natural and synthetic polymers and sugars are commonly used as binding agents. Since starches are a good binding agent and help tablets break apart faster, the Industry did a great disservice when starch got a bad rap and it was taken out of all supplements so they could mention "no starch" on labels as a positive health mantra. The substitutes was not as healthy or as good at breaking apart the tablets.

Read more: Different Granulating Binding Agents | eHow.com    There are better binding agents. this needs more research.

HOW WELL ARE THE VITAMINS AND MINERALS ABSORBED?

Fact is - studies have shown individual vitamin isolates in supplements are about 10% absorbed.  REAL FACT: At lower intake amounts, like 2.5mg of vitamin B1, the absorption is at 30%, at 5 mg it goes down to about 20%, and at 20 mg it goes down to less than 10%. Other nutrients like calcium range from 20-35% for both food and supplements, with variations adjusted by needs determined from body levels, plus vitamin D amounts. 

Compare this to what is said on this website copied below that vitamins directly from a fresh plant source are 77% to 93% absorbed.

Minerals in a supplement are even worse - 1% to 5%. But, from a plant source like raw broccoli, the minerals are 63% to 78% absorbable."  Well, certain foods and supplements can vary from 5-90%.

The reason for this difference is, in nature, each vitamin and mineral molecule is attached to a protein molecule.

Dr. Gunter Blobel, in 1999, received a Nobel Prize for proving this attached protein molecule acted as a "chaperone". It's the chaperone that tells the body that the vitamin or mineral is food, not just another chemical. He discovered this was the KEY to getting the vitamin or mineral into the blood-stream - and, most importantly, into the cells.

Vitamins in supplements are the very basic isolated form of each vitamin - completely stripped of any proteins. Like a Christmas tree with all the limbs cut off.

That's why vitamin supplements MUST be taken with meals - unless stated otherwise on the label.

In the digestion process, only about 10% of the vitamin and mineral molecules, with the aid of enzymes, will attach to protein molecules in your food. This allows them to be absorbed and used by the cells. Without these protein chaperones, the body sees the vitamin isolates as foreign chemicals. The body actually will absorb some of these too, but they're quickly filtered out through the kidneys. TRUE- But that ony 10% attach to a protein chaperone is probably only deducted from test tube research and not from in body studies. What is important to remember here first is that during digestion the vitamin is isolated and then it gets attached to a protein chaperone once it is absorbed into the body.

Have you noticed a bright yellow urine soon after taking a vitamin supplement? Excess riboflavin causes the yellow color and it shows the body is getting rid of what it feels are foreign chemicals. THE TRUTH - The body is only capable of handling a small dosage before it begins spilling the excess into the urine of either isolated or combined vitamins. With true naturally built vitamins, it is impossible under normal conditions to eat that much food to reach the spill over amount. But, since "whole food" combined vitamins will turn urine yellow at a certain dosage, they can correctly be viewed as not all natural.

HERE ARE 5 TIPS FOR CHOOSING A SUPPLEMENT THAT'S RIGHT FOR YOU!

• Does the supplement provide sufficient quantities of each vitamin? For example - 50mg. to 100mg. of the B vitamins, 500mg. of vitamin C, 1000mg. of calcium. Remember, 100mg. of a B vitamin is needed to provide your body with about 10mg. of actual, useable nutrition. This is usually plenty. Use the 10% rule to know exactly what you're getting. The one or two per day supplements only start with about 3mg. or less of the B vitamins. 10% of this amount is like taking nothing at all.
• Look for the USP (United States Pharmacopoeia) or BP (British Pharmacopoeia) designation on the label. This means that the vitamin isolates are the highest quality you can buy, and are the most easily dissolved in the digestion process. Each vitamin that is USP or BP will have those initials next to that vitamin. TRUTH - USP unfortunately does not necessarily always equate to highest quality. It does represent a certain high standard and a nutrient supplier than is registered with the USP. It is possible for non USP labelled nutrients to actually be higher quality, or exhibit greater purity than USP labels. As an example, to be USP, a certain nutrient might have to be 98% pure, but it is also possible to find nutirents 99 to 99.9% pure, just not from a registered supplier.
• Look for "chelate" or "chelated" in relation to the minerals. This means the minerals are attached to protein before they are added to the supplement. This increases absorption both in the bloodstream and cells by an amazing 400% to 800%. TRUTH - the term chelate simple means a mineral is combined with something, like a claw clamping on. Almost all minerals are found combined with an acid or a protein. So it must say "protein chelated" to refer to combined with a protein. While greater absorption percentages can be achieved, this process can overwhelm nature's plan to limit certain mineral absorption amounts, like toxic minerals. Nature wants a balance between minerals and looks to maintain certain ratios. A variety of foods usually aids this but you can see how quickly unwise supplemet amounts and chelating techniques could interfere.
• Look for enzymes in the formulation. These are, among other things, essential for attaching protein molecules to the vitamins in digestion. Cooking food destroys these enzymes. ENZYMES are complex structures of vitamins,  minerals, and proteins that usually are destroyed in the stomach during digestion and need to be built in the body. 
• Look for a supplement that has a "food base". A food base is concentrated plant material to which the vitamins and minerals are added. These will contain the enzymes and nutrients to greatly boost the absorption and utilization of the vitamins and minerals. This makes a GREAT supplement package. But it does make them more bulky. Expect larger tablets, and more quantity needed per day. TRUTH - the amount of food base is really small compared to a spoonful of regular food taken in during a meal. The food at meals supplies 100's of more nutrients that a food base in a supplement. And if some are raw, much greater quantities of live enzymes, but it is the other phyto nutrients that add the most value from foods.