Natural Products Insider

The Organic & Natural Health Association (O&N), with research support from Grassroots Health, submitted a health claim petition to FDA regarding vitamin D’s role in reducing preterm births. According to Karen Howard, CEO and executive director of O&N, this petition was denied because FDA said the studies didn’t account for the vitamin D participants received through sunlight exposure. Rather than walk away defeated, Howard and her Association made lemonade out of lemons, by supporting the substantiation of a structure/function claim, which currently appears on Simply GOODHEALTH’s Vitamin D3 label. In this podcast with Sandy Almendarez, content director, Informa Markets, Howard tells the tale of the structure/function claim development and what lessons the rest of the industry can learn.