Thanks to improvements in medicine and nutrition, man now has the longest life expectancy in history. Enterprising retailers have catered to this longevity by opening scores of health and nutrition stores featuring specialized foods, vitamins, herbal medicines and more.
For the uninitiated, this approach to better health might well seem like a search for a magic elixir, but industry representatives see their business in a whole different way.
“People are tired of having recurring colds, flu, allergies and other ailments,” said Donna Dunse, who manages a Fruitful Yield Natural Foods & Vitamins store in Schaumburg. “We hear stories all the time about going to various medical practitioners who haven’t been able to cure chronic problems and people have found relief here.”
Dunse, 44, provides a living testimonial to her words.
“My mother was a nurse so I had this perception already that was `pro-doctor,’ ” she said. “I was sick with kidney problems and after talking to a chiropractor and a nutritionist, I began using products sold by health stores. Today my blood chemistry is better than it’s ever been and I’ve done a 180-degree turnaround.”
Anita Bernas owns Larrabee Herbs and Health Center Inc. in Elmwood Park and has spent her whole life involved with health food stores.
“My father was an old German herbalist and pharmacist who started this business 125 years ago at 600 W. Larrabee,” Bernas said. “I grew up in this business, and I’ve watched an increase in the public interest as more people are coming in to see what it’s all about.”
Bernas says one of the most satisfying developments is to see various products, marketed years ago by what were believed to be “quacks,” come into vogue now and be endorsed by the medical community.
“People took vitamin E years ago believing it was useful against certain diseases, but experts didn’t support it,” Bernas said. “We now know how useful it can be.”
Dunse believes alternatives to everyday food products are another reason more people are turning to stores featuring “natural” products.
“There are people who want foods without sugar and low or no salt, organic products grown without pesticides, whole grain breads and such,” Dunse said. “We’ve seen women change (after altering) their diet toward more natural foods: their skin is nicer, their hair looks better, and they’ve slowed down their aging.”
Before jumping into the herbal health-care market, experts say to do your homework.
Dr. Robert Filice of the Naperville Holistic Health Center says stores sell a variety of products and have various philosophies about how to use them.
“There’s a fine line between medicine and educating the consumer,” he says. “One of the problems is there are so few physician resources who will talk with patients about natural foods and treatments. You really need some self-education before you start this.”
A magazine article about a new herbal treatment might be a good starting point, Filice says, but follow that up with a trip to the library and look at some of the published studies that he says are often surprisingly good.
Christine Palumbo, a licensed and registered dietitian from Naperville who has done consulting work for a number of companies and has appeared on Oprah Winfrey’s show, says that while certain products may be popular because of advertising, buyers should still beware.
“So-called `natural’ isn’t always better,” Palumbo says. “Some of these products aren’t always used as they were tested. Just because a product is on the market doesn’t always mean it’s effective or safe.”
By way of example, Palumbo says that creatine is currently being used by athletes hoping to build muscle mass. A limited number of short-term studies have been conducted on the substance.
“Because of the limited study, people taking it are essentially being the guinea pigs,” Palumbo said.
Bernas says reputable dealers who are knowledgeable about their products can help steer you through the maze of fact and fiction when it comes to using heath store products.
“Any business is vulnerable to these fringe groups who will call you after a magazine article is published and say, `This is going to be the hottest product on the market. How many cases do you want?’ ” Bernas said. “We’ll tell them we’re not interested. That kind of sales tactic gives this business a bad name.”
Bernas said her approach is to provide literature that has been prepared about each product to consumers so they can make better choices.
“We always recommend people check with their doctors to see if they should use any of these products,” Bernas said. “And if people ask, we have articles to give out describing how these products are used in the body.”
Two products that have proven popular are soy/rice milks, which are popular substitutes for those allergic to dairy products and which each sell for $2.50 a quart, and acidophilus milk, which replaces the so-called `good’ bacteria in your digestive tract that was wiped out from antibiotics and sells for about $12 for 60 capsules. Check with your doctor if you’ve just come off an infection that was treated with antibiotics.
Bernas says patrons of her store frequently seek recommendations for a holistic doctor, and the staff at Larrabee Herbs often refers them to holistic clinics.
One such doctor is David Edelberg of American WholeHealth in Chicago. His clinic practices both orthodox and natural medicine, with the latter the treatment of choice if it works.
“You can treat high cholesterol with the drug Pravachol for $80 a month or use the natural vitamin niacin for $16 a month,” Edelberg said. “We always feel the natural is worth trying first.”
Bernas says some people choose to treat themselves or substitute pills for nutrition, a practice neither medical professionals nor Bernas recommends.
“Sometimes people come in with these huge lists of products. We’ll ask them about their diet and tell them, `Don’t bother with vitamins if you’re not eating right,’ ” she said.
If you’re considering vitamin supplements, a Consumer Reports study reported that research “called into question the traditional notion that a well-balanced American diet provides all the vitamins anyone needs for optimal health.”
Filice agrees: “The American diet by and large is too high in calories and not enough nutrients. You need more than your diet is giving you if you want to stay out of trouble. Even if you’re eating a lot of vegetables, you aren’t (necessarily getting) as many nutrients since a lot of the soil is depleted. Supplementation is necessary.”
But if you do go that route, take the time to learn about vitamins first. Read the labels and fine print, and don’t buy items just because of a current fad.
And buy brand names, Bernas said, from a company that’s been around and proven themselves.
“You want an established company with a lot to lose if they mislead somebody,” she said. “Many of the better companies have botanists and others on staff to check the quality of what the company ordered.”
