He then worked for Blackmores managing their Natural Wholefood market chain. One of the lines he carried was spirulina and he noted that its consumers were both diligent in purchasing regularly and extremely healthy!John's time at Blackmores impressed upon him the need for research-based substances. Spirulina has 20 years of positive research for effectiveness and safe usage, so it was a natural choice for him to focus on.
MicrOrganics had been interested in building an established UK business but saw challenges with the relatively underdeveloped health food retail climate and domination by large groups. There was clearly a high UK population that was 'well-being aware' so it was decided the consumer market place was a good one for natural food supplements. And so it seems: in fact, consumer demand far outstrips trade demand - which is something MicrOrganics UK wishes to address. Consumer PR in the last three months has led to literally thousands of sales yet the trade remains resistant to this super food taking shelf space. The UK operation is focusing on health food retail and practitioner markets initially, generating customer interest via exhibiting and instore samplings, as well as trade and consumer advertising and retailer promotions and incentives. Justin Simpson set up the UK operation in west London in November 2003. A long-time friend of John Mayger's, Simpson is a skilled salesperson who combines this talent with his absolute and passionate belief in the benefits of spirulina. He is vehement in his support of this natural super food as the best way to supplement a healthy diet. Spirulina is 100% natural, unprocessed, untouched by any other ingredients, chemicals or substances. It really is as nature intended - and, as such, the human body accepts and metabolises it fully (synthetic supplements are often not metabolised fully and as they appear in an isolated form, the body doesn't recognise them and without the necessary support of other nutrients the isolated nutrient falls well short of its intended effect).
"Word is certainly getting around about the benefits of Hawaiian Spirulina and there is a definite growth in consumer awareness, leading to increased demand," says Justin Simpson, sales director of MicrOrganics in the UK. "We entered the UK market discreetly eighteen months ago and are now stepping up our marketing activity to generate greater demand and awareness," he says. "People are fascinated by Spirulina and are especially taken by the premium Hawaiian strain that has such an immense number of useable nutrients. Spirulina is about to get very big as an accepted part of daily diet in the way that it already is in North America, Australasia and South Africa - and we are pleased to offer retailers the chance to share its success."
Spirulina cultivated in Hawaii is the best available thanks to the unique combination of pure water, strong sunlight and warm temperatures.
It has the highest carotene levels is mild in flavour and has virtually no tablet additives. Cyanotech (the company that sources and produces MicrOrganics Hawaiian Spirulina) boasts pristine air and water at its farms coupled with its unique .Ocean Chill Drying TM technology: it is the benchmark in micro algae aquaculture.
Retailers have a great opportunity to sell spirulina as more and more people move towards this 100% natural, whole food source to supplement their diet and away from isolated, synthetic vitamins and minerals. It features in Dr Gillian McKeith.s new book The Ultimate Health Plan .to help control blood sugar swings and food cravings.. Consumers are looking for spirulina - so you should be stocking it! We also know that spirulina is not a fashionable product: sales keep growing as people come back to buy more and tell their friends. It is a fantastic repeat purchase that gives retailers a steady income and a strong return on investment.
