I thought for a long time how I would title this post. There is no real way to sugar coat it, when someone sells out they sell out. This is the case with a supplement company that I truly valued. They started out with a truly innovative concept, food based vitamins. Nutrients derived from whole, organic foods that were then fermented and the end result was a highly bio-available supplement that was healthy for everyone to take: young, old, sick, well, it didn’t matter, New Chapter was the go-to for several years.
Then I did the training with another company: Megafood. They shone the light on the fact that although New Chapter was producing a live food based supplement, their process of drying the slurry was above a live food temperature (130 degrees) henceforth killing most of the live nutrients they created. Huh. That didn’t seem right to me, I continued on my path of research and realized that yes indeed this was true. The live, enzymatic rich food based vitamins that they were advertising weren’t really live after all. First level of disappointment for me.
Second level of disappointment came during the annual health food trade shows. A colleague at the time went to the show in Vancouver and encountered the New Chapter booth. The level of salesmanship was corporate to say the least, not the sustainable based company where I would want to put my money. I won’t go into details but lets just say the report to me was that ‘hard-sell’ was on the menu as the main entree. This left a bad taste in my mouth.
Yesterday came the third level of disapointment. The sell out. New Chapter has now been bought out by Proctor and Gamble the same company that brings you Tide laundry detergent, Pringles potato chips, Dawn dishwashing soap, and Bounce dryer sheets (can you even think of a more offensive chemical laundry product?) will be bringing you New Chapter supplements, too.
Three strikes, your out! Well New Chapter has been out for a while for me, but I really needed to share this. Where do you want your hard earned money to go? Its really time we put our buck where our ethics lie.