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Council For Responsible Nutrition Launches Industry-Wide Public Relations Lifestyle Initiative

CRT/tanaka Named Agency for "Life…supplemented" Campaign

WASHINGTON, D.C., June 18, 2020 — The Council for Responsible Nutrition (CRN) today announced plans to launch a multi-year, multi-million dollar public relations campaign—"Life…supplemented"—that focuses on the 150 million+ Americans who take dietary supplements each year.

According to Judy Blatman, CRN, vice president, communications, "This type of industry-wide lifestyle public relations program is a first for our industry, looking beyond the scientific reasons why taking supplements makes good sense, and focusing on the 'whys and ways' that healthy people incorporate supplements as part of the smart things they do for their well-being."

CRT/tanaka, an award-winning public relations and marketing firm, with headquarters in New York City and Richmond, Va., was awarded the business after a search initially involving more than a dozen firms. Known for its specialty brand marketing PR, cause-related programs, sponsorship and event marketing and marketing to women, CRT/tanaka was selected according to CRN because of its strategic approach and creative ideas. Says Ms. Blatman, "They immediately understood that our industry needed to do a better job defining who we are. Somehow the supplement category has been pegged as 'alternative' when in fact, as the agency pointed out to us, with approximately 2/3 of adults in this country taking supplements, we're about as mainstream as you can get."

The program will be executed in three stages: Year One, using just over $1 million raised from 25 companies in the industry, will lay the groundwork, starting with the launch of a microsite dedicated to providing consumers with information on the pillars of a healthy lifestyle and offering a fun, unique online tool to help them get started on their personal wellness regimen. In addition, the program will focus on lifestyle research projects that will be shared with the public via the microsite and publicity. Years Two and Three will build upon first-year efforts.

Steve Mister, president and CEO, CRN, praised the companies that have funded the first year of the program, calling them "pioneers who proudly support efforts to demonstrate that our industry makes products that are part of America's culture of wellness." Mr. Mister further pointed out that 25 companies aren't enough. "We need the majority of this industry, both CRN member companies and non-member companies, to join this campaign if we are going to make a difference. This is a program that will help build confidence among current and prospective customers that taking supplements, along with other healthy lifestyle choices, is a smart decision. We urge companies to find out more about how they can participate in the 'Life…supplemented' initiative."

The "Life…supplemented" initiative is funded by the following companies: Steering Committee—BASF Corporation; Bayer HealthCare; DSM Nutritional Products; NBTY; and Pharmavite. Additional funders include: Archer Daniels & Midland; B&D; Nutritional Ingredients; Cargill Health & Food Technologies; Cognis Nutrition & Health; Covance Laboratories; Embria Health Sciences; GBA Health Communications; Kemin Health; Kyowa Hakko U.S.A.; Leiner Health Products; Mannatech; Natural Alternatives International; Nutraceutical Corporation; Nutramax Laboratories; Perrigo Company; Reliv International; Schiff Nutrition International; Seven Seas Limited; Shaklee Corporation; and Swiss Caps USA.


The Council for Responsible Nutrition (CRN), founded in 1973, is a Washington, D.C.-based trade association representing dietary supplement industry ingredient suppliers and manufacturers. CRN members adhere to a strong code of ethics and manufacture dietary supplements to high quality standards under good manufacturing practices. "Life…supplemented" is an industry-wide campaign funded by 25 companies, including a steering committee of five companies. "Life…supplemented" is a trademark of the Council for Responsible Nutrition. For more information on CRN, visit the CRN Web site at www.crnusa.org.

CRT/tanaka is an award-winning public relations and marketing firm, known for creative solutions and workplace culture. The agency was formed in 2005, when Richmond, Va.-based Carter Ryley Thomas Public Relations & Marketing Counsel acquired New York consumer specialist Patrice Tanaka & Company, Inc. to create one of the top independent agencies in the country. Headquartered in Richmond, Va., and New York, with offices in Los Angeles, Charlotte, N.C. and Norfolk, Va., CRT/tanaka specializes in three practice areas — Consumer, Health and Corporate. The agency's Consumer Practice is renowned for its specialty in brand marketing PR, cause-related marketing, sponsorship and event marketing and marketing to women. CRT/tanaka has been recognized with more than 260 national and regional awards for its strategic counsel, creativity and workplace culture. Clients include the Council for Responsible Nutrition, Target Stores, Sprint Nextel, Capital One, Altec Lansing, Charles Schwab & Co., Girl Scouts of the USA, Wines from Rioja (Spain), Atkins Nutritionals, Chadwick's, HoMedics, All-Clad Metalcrafters, DēLonghi, VHA Inc., Performance Food Group and ITT Night Vision. For more information, visit the CRT/tanaka Web site at www.crt-tanaka.com.

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