Vitamer Labs launches line for organic consumers

By Clarisse Douaud

- Last updated on GMT

Related tags: Organic certification, Organic food, Us

Vitamer Labs is tapping into US consumers' niche, but ever-growing,
desire for organic products with a new line of supplements.

The Irvine, California-based supplement manufacturer specializes in products marketed as premium and natural and has now launched a new line of organic products, "Ultimate Organics". More supplement makers may want to take part in this market given the growth it is experiencing, as consumers purchase these goods for both ethical and environmental reasons. For ingredients suppliers, providing organic materials can offer finished product manufacturers the versatility of using them in healthy products geared towards a number of markets. In the entire food category, sales of organic products make up three percent of total sales - according to the Organic Trade Association's (OTA) 2007 Manufacturer Survey​ - up from 1.9 percent in 2003 and 2.5 percent in 2005. "These preliminary findings verify organic product sales to be a shining star in the marketplace, and we expect strong growth in 2007 as well,"​ said OTA executive director Caren Wilcox following the release of the survey earlier this year. "Both farmers and consumers will have more choices as organic grows." ​Vitamer is adding to this choice with its line, purported to be free of conventional pesticides, synthetic fertilizers, growth hormones, genetic modification or antibiotics. The company says it uses only natural, organic raw materials that are reviewed by USDA-approved organic certifiers. Consumers worried about the potentially harmful health effects of fertilizers and other agents used in the lifespan of a product are willing to pay a premium for organic products. In addition many consumers purchase these products along the ethical lines that they are indirectly promoting the use of renewable resources and conservation, as well as supporting companies that engage in the manufacturing of organic products. Vitamer says it is differentiating its new line from its other products by use of matte black bottle container caps and additional label information. The firm's manufacturing facility in Tempe, Arizona received organic certification through Quality Assurance International (QAI). Vitamer's organics line includes spirulina, flax oil, soy protein, olive leaf herb extract, echinacea liquid extract, valerian liquid extract, green tea liquid extract, nettle leaf liquid extract and vitamin C. The firm distributes its products through partnerships in the US, the United Kingdom, and the Philippines. The organic market is growing in the US and Europe, which hold 80 percent of the global market, as health and wellness oriented consumers increasing also look to shop along ethic or environmental lines. According to a report from Global Industry Analysts, organic product sales in the US are predicted to reach over $43bn by 2010. The organic market in the US alone was valued at nearly $17bn in 2006, according to OTA estimates.

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