Extraordinary Health Live with
Jordan Rubin
Oceans 3 – An Innovation That
Goes Beyond Omega-3
Welcome
• First-ever Extraordinary Health Live with
Jordan Rubin
• Goals:
– Empower Extraordinary Health for you and your
customers
– Educate and Inspire
– Help you take advantage of Oceans 3 launch
• Tonight’s Focus: “Oceans 3 – An Innovation That
Goes Beyond Omega-3”
The Origins of
Omega-3 Nutrition
Weston A Price
• Health Expedition
– Harvard trained dentist that traveled around
the world to study indigenous cultures
– Discoveries and observations collected in his
book, Nutrition and Physical Degeneration
– Key finding: the correlation between the
increased consumption of fat-soluble
nutrients in native cultures compared to
consumption rates of modern culture at the
time
Nanook of The North
• Hollywood’s First RAW
Superstar
• 1922 landmark documentary
portraying everyday life for
Eskimo people – including
their diet
• Inspired research into
nutrition and dietary
practices – very rich in
Omega-3 fatty acids
The Eskimo Diet
• The traditional Eskimo diet consists
largely of salmon, seal, and walrus meat
(great sources of the omega-3 fatty
acids EPA and DHA).
• That was how the Eskimos maintained
extraordinary health
• The Eskimos made sure they consumed
the organ meats of their prey, even
though they didn’t know why those
meats were so healthy for them.
• The livers of seals, caribous, geese, and
ducks provided vitamin A, which
promoted bone and tooth development,
supported night vision, and helped the
body’s immune system.
The Eskimo Diet
 Vilhjálmur Stefánsson (1879-1962)
 Arctic explorer and Harvard trained
anthropologist generally credited with
discovering how healthy the Eskimos
lived
 Lived with the Eskimos for 11 years
 Later he underwent a year long
experiment eating an all meat and fat
diet to prove his theories
Emerging Research and Science
Behind Omega-3 Nutrition
Ancient Diet vs. Modern Diet
Modern Diet:
Ancient Diet:
Protein:
Protein:
 25% to 30% of caloric intake
 Exclusively from lean meats and fish.
 10% to 15% of caloric intake
 From high fat meats, grains, dairy, soy
Carbohydrates:
Carbohydrates:
 30% to 35% of the caloric intake
 From fruits and vegetables which
have a low glycemic index and high
fiber content
 50% to 60% of the caloric intake (nearly
twice that of the Ancient diet)
 From processed grains and refined
sugars, with little fruits and vegetables
Fats:
Fats:
 35% to 40% of caloric intake
 Mainly mono-saturated and
polyunsaturated fats
 40% saturated fats
 Polyunsaturated fats contained
substantially more healthy omega-3
EFAs (the omega 6 to omega 3 ratio
was less than 4:1).
 The main sources of fat were lean wild
animals, fish, and nuts.
 35% to 40% of caloric intake
 Mainly unhealthy saturated fats from
processed meats and, and trans fatty
acids from margarines and processed
foods.
 Omega 3 fats are almost non-existent and
the ratio of omega 6 to omega 3 is
estimated to be at best 20:1.
The Result?
 The ancient intake of most vitamins and minerals far
exceeded what is currently given as recommended daily
allowances (about three times).
 The standard American diet and popularity of
commercial foods high in vegetable oils is resulting in
dangerous deficiencies in Omega-3 to Omega-6 ratio.
 The need for quality sources of supplemental fatbased nutrients has never been greater. A fact that
has been confirmed through research in the 20th century.
North America v Japan
• Consumption of DHA +
EPA for average North
American adult woman
– 82mg DHA
– 35mg EPA
– 117mg/day combined
• Consumption of DHA +
EPA for average
Japanese adult woman
– 900-1500mg/day
combined
• Low fish intake of approx
1 serving every 8-10 days
• At least 7.6 times
consumption of DHA +
EPA
Omega-3s and
Heart Health
• In 2004, the FDA provided the following
approved health claim:
“Supportive but not conclusive research shows
the consumption of EPA and DHA omega-3
fatty acids may reduce the risk of coronary
heart disease.”
• This led to a dramatic surge of interest in
the evidence-based science for omega-3
fatty acids
AHA Recommendations
• For those individuals with CHD, the
American Heart Association recommends
daily intake of 900-1000mg of DHA+EPA
combined
• This is considerably more than N.
American average, in line with Japanese
consumption and approx ½ the average
Eskimo intake
For more emerging research
and the latest studies – please
visit www.DHAOmega3.org
The Omega-3 Supplement
Oil Category
52wk Category Growth Rates
As of 12/27/08
Category
Cur $
YA $
$ % Chg
Cur U
YA U
U%
Chg
ARP
PREBIOTICS & PROBIOTICS
$44,648,163
$38,180,170
16.90%
2,595,762
2,356,216
10.20%
$17.20
WOMEN'S VITAMIN & MINERAL FORMULAS
$24,376,999
$21,189,104
15.00%
957,660
856,894
11.80%
$25.45
SUPPLEMENT OILS
$98,199,883
$87,318,763
12.50%
5,869,072
5,586,446
5.10%
$16.73
CALCIUM & CALCIUM FORMULAS
$31,379,923
$28,137,762
11.50%
2,317,837
2,188,290
5.90%
$13.54
DIET FORMULAS
$14,969,179
$13,519,906
10.70%
669,143
677,003
-1.20%
$22.37
VITAMIN B
$29,695,935
$26,877,754
10.50%
2,585,934
2,412,417
7.20%
$11.48
COLD & FLU/IMMUNE SYSTEM FORMULAS
$21,832,661
$20,048,923
8.90%
2,577,971
2,464,786
4.60%
$8.47
GREEN FOOD SUPPLEMENTS
$31,322,730
$29,279,267
7.00%
1,824,728
1,721,702
6.00%
$17.17
MISC FRUIT & VEGETABLE (Super Juices)
$24,212,073
$22,652,918
6.90%
1,394,757
1,359,561
2.60%
$17.36
POWDERED MEAL REPLACEMENTS
$51,283,184
$48,118,348
6.60%
3,460,120
3,444,130
0.50%
$14.82
MULTI-VITAMINS
$54,321,532
$51,957,084
4.60%
2,495,955
2,462,210
1.40%
$21.76
MISC ENZYME PRODUCTS & DIGEST FORMULAS
$25,352,368
$24,264,663
4.50%
1,751,234
1,691,116
3.60%
$14.48
CLEANSING/ORGAN SUPP HERBAL FORMULAS
$19,017,939
$18,203,557
4.50%
905,322
876,462
3.30%
$21.01
COENZYME Q-10
$22,403,891
$21,695,155
3.30%
972,553
890,834
9.20%
$23.04
FIBER PRODUCTS & LAXATIVES
$15,753,712
$15,569,176
1.20%
1,610,967
1,620,028
-0.60%
$9.78
52wk Category Growth Rates
As of 12/27/08
Category
Cur $
YA $
$ % Chg
Cur U
YA U
U%
Chg
ARP
PREBIOTICS & PROBIOTICS
$44,648,163
$38,180,170
16.90%
2,595,762
2,356,216
10.20%
$17.20
WOMEN'S VITAMIN & MINERAL FORMULAS
$24,376,999
$21,189,104
15.00%
957,660
856,894
11.80%
$25.45
SUPPLEMENT OILS
$98,199,883
$87,318,763
12.50%
5,869,072
5,586,446
5.10%
$16.73
CALCIUM & CALCIUM FORMULAS
$31,379,923
$28,137,762
11.50%
2,317,837
2,188,290
5.90%
$13.54
DIET FORMULAS
$14,969,179
$13,519,906
10.70%
669,143
677,003
-1.20%
$22.37
VITAMIN B
$29,695,935
$26,877,754
10.50%
2,585,934
2,412,417
7.20%
$11.48
• Largest category by $$ volume, almost $100 million over last 52 wks
• 12.5% growth rate Year over Year – almost $11mm in growth YOY
• This essentially represents the largest %age of the consumer dollars
spent in Health Food Stores – indicative of overall market trends
Omega -3s
Opportunity Assessment
• Category Observations
–
Massive buying demographic and very healthy
growth rate
–
Stable category with high consumer loyalty rates
–
Consumers are willing to invest in high-end,
premium quality brands – this trend is important for
retailers and brands to understand
–
PR and mass media continually reinforce O-3
benefits
–
Innovation seems light
Beyond Quality & Purity
• From a quality standpoint, the primary goal for Oceans 3
was to develop a line of products that met or exceeded
the market leader in purity…and then go Beyond
Omega-3 by providing amplified benefits and value to
the consumer.
• Premium Quality Means:
– Purity
– Freshness/Taste
– Independent Third-Party Testing
– Sustainability
PureMax™
• Concentrated Purity
• Vertically Integrated Supply Partner
– Sourcing
– Manufacturing
– Testing
• Cutting-Edge Molecular Distillation Technology
• Pharmaceutical-Grade Standards
• Exclusive Partnership with GOL in HFS Channel
Quality You Can Trust
• Redefining Purity: Only the Oceans 3 formulas utilize
PureMax™ technology, a multiple-stage molecular
distillation process, employing extensive quality controls
to produce ultra pure fish oil that sets the new industry
standard for purity and concentration.
• Quality Testing: All Oceans 3 fish oil is verified pure and
fresh through independent, third-party testing that
exceeds the strict Norwegian Medicinal Standard and
European Pharmacopoeia standards for peroxides,
mercury, lead, dioxins and PCBs.
Quality You Can Trust
• Superior Freshness: The Oceans 3 formulas begin with
wild, fresh-caught fish sustainably harvested from
pristine waters. The fish oil is then carefully purified
using our proprietary PureMax™ process. The end
result: ultra pure, high potency fish oil with a fresh, clean
taste, and no fishy repeat or lingering aftertaste.
• Sustainability: Garden of Life is committed to
harvesting fish that are abundant in the wild and never
endangered.
2 Minute Break
Oceans
™
3 Line
Oceans 3™ Beyond Omega-3™
Oceans 3™ Better Brain
Oceans 3™ Healthy Hormones™
Oceans Kids™ DHA Chewables™
Visit www.Oceans3.com for More Info
Charity Endorsement
www.womenheart.org
For every bottle sold, a donation will be made to
WomenHeart. WomenHeart champions prevention and
early detection, accurate diagnosis and proper treatment
of women’s heart disease.
Charity Endorsement
For every Oceans Kids bottle sold, a donation will
be made to Vitamin Angels and their Operation
20/20 program to eliminate Vitamin A deficiency
in the world by the year 2020.
www.vitaminangels.org
Charity Endorsement
For every bottle sold a donation will
be made to NPF, National Parkinson
Foundation.
www.parkinson.org
Introducing OmegaXanthin™
Jordan’s Vision for
Oceans 3
Fucoxanthin
† These statements have not been evaluated by the FDA. This product is not intended to diagnose,
treat, cure, or prevent any disease.
Jordan’s Vision for
Oceans 3
Omega-3 Fish Oil
Fucoxanthin
† These statements have not been evaluated by the FDA. This product is not intended to diagnose,
treat, cure, or prevent any disease.
OmegaXanthin
Omega-3 Fish Oil
OmegaXanthin
Astaxanthin
Fucoxanthin
† These statements have not been evaluated by the FDA. This product is not intended to diagnose,
treat, cure, or prevent any disease.
™
OmegaXanthin
A synergistic blend of three health-promoting
compounds from the ocean for an amplified range of
benefits unmatched by ordinary Omega-3 formulas.
 DHA & EPA - from ultra pure,
high potency fish oil
 Astaxanthin – an extremely powerful
antioxidant carotenoid from sea algae
 Fucoxanthin – a dynamic antioxidant
carotenoid from brown seaweed
† These statements have not been evaluated by the FDA. This product is not intended to diagnose,
treat, cure, or prevent any disease.
™
OmegaXanthin
 DHA & EPA - from ultra pure,
high potency fish oil
• All the benefits you expect from a premium,
high-quality Omega-3 Fish Oil product
• Exclusive partnership featuring PureMax™
technology
• Pharmaceutical-grade fish oil that sets the new
industry standard for purity and concentration
• Third-party tested to meet toughest international
standards for purity and freshness
• Sustainably harvested from non-endangered
fish species
• Great tasting oil with no fish burps or lingering
aftertaste
• THE ABSOLUTE highest-quality fish oil
available in the world…period.
† These statements have not been evaluated by the FDA. This product is not intended to diagnose,
treat, cure, or prevent any disease.
™
OmegaXanthin
 Astaxanthin – an extremely powerful
antioxidant carotenoid from sea algae
• Extremely Powerful Antioxidant Capacity
- 14 x stronger than Vitamin E
- 53x stronger than beta-carotene
- 63x stronger than Vitamin C
• Broad Range of Benefits†
-
Cardiovascular Health
Support of Normal Inflammatory Response
Skin Health and Protection
Bone and Joint Health
Eye Health and Immune Support
• Significant Added Value
• Amount in formula equal to stand alone products
that sell for $19.99-$24.99
† These statements have not been evaluated by the FDA. This product is not intended to diagnose,
treat, cure, or prevent any disease.
™
OmegaXanthin
 Fucoxanthin – a dynamic antioxidant
carotenoid from brown seaweed
• High level of consumer awareness thanks to
fucoTHIN®
• Supports metabolic process by
minimizing the oxidation of fat cells †
• Helps fight free-radicals at cellular level †
• Synergistic – fucoxanthin is a fat-soluble
carotenoid that is better absorbed by the
body when combined with a quality fat
source such as our Omega-3 Fish Oil in
OmegaXanthin™
† These statements have not been evaluated by the FDA. This product is not intended to diagnose,
treat, cure, or prevent any disease.
™
OmegaXanthin
OmegaXanthin Synergy
 Shared Benefits/Unique Mechanisms
• Supporting Cardiovascular Health† In Unique Yet
Complimentary Ways
 Fat Soluble Carotenoids Need Fat Source for
Optimal Absorption in Body
 Omega-3 Fish Oil Preserved By AOX
Carotenoids
 Common meal consumed in Japan
† These statements have not been evaluated by the FDA. This product is not intended to diagnose,
treat, cure, or prevent any disease.
Oceans 3™
™
Beyond Omega-3
Beyond Omega-3™ with
OmegaXanthin™
• More combined DHA (450mg) and EPA (675mg)
than the leading brand
•Quality and Purity You Can Trust
•Amplified Benefits from OmegaXanthin™
•We Support Women Heart
•Greater Benefits and a Better Value
•Why take “just fish oil” when you can take
Oceans 3?
† These statements have not been evaluated by the FDA. This product is not intended to diagnose,
treat, cure, or prevent any disease.
Amplified Benefits from
OmegaXanthin™












Supports cardiovascular health†
Helps maintain already healthy triglyceride and cholesterol levels †
Supports the body’s natural anti-inflammatory response †
Helps maintain already healthy c-reactive protein levels †
Supports anti-aging through antioxidant cellular protection †
Promotes stress management and emotional well-being †
Helps maintain bone density and overall bone health†
Supports joint health and flexibility †
Helps maintain a healthy immune system †
Maintains eye health and normal vision †
Supports normal brain function and nervous system health †
Helps protect and maintain healthy skin †
† These statements have not been evaluated by the FDA. This product is not intended to diagnose,
treat, cure, or prevent any disease.
Beyond Omega-3 Value
PRICE YOU WOULD PAY
COMBINING INGREDIENTS
YOU RECEIVE IN OCEANS 3
•
Premium Fish Oil with over
1200mg per serving of
Omega-3s – at least $25 SRP
•
Astaxanthin formula with 4mg
per serving – at least $20 SRP
•
Total - $45 SRP
OCEANS 3 VALUE
•
Ultra Pure, High
Potency Fish Oil
delivering 1275mg per
serving of Omega-3s
•
4 mg of Astaxanthin
plus added antioxidant
support from
Fucoxanthin
•
Amplified benefits from
OmegaXanthin™
•
Total - $29.95 SRP
2 Minute Break
Oceans
™
3 Line
Oceans 3™ Beyond Omega-3™
Oceans 3™ Better Brain
Oceans 3™ Healthy Hormones™
Oceans Kids™ DHA Chewables™
Visit www.Oceans3.com for More Info
Charity Endorsement
www.womenheart.org
For every bottle sold, a donation will be made to
WomenHeart. WomenHeart champions prevention and
early detection, accurate diagnosis and proper treatment
of women’s heart disease.
Charity Endorsement
For every Oceans Kids bottle sold, a donation will
be made to Vitamin Angels and their Operation
20/20 program to eliminate Vitamin A deficiency
in the world by the year 2020.
www.vitaminangels.org
Charity Endorsement
For every bottle sold a donation will
be made to NPF, National Parkinson
Foundation.
www.parkinson.org
™
Omega-3
Beyond
Cod Liver Oil
Beyond Omega-3™ Cod Liver Oil
with OmegaXanthin™
• Cod Liver Oil replaces Fish Body Oil for this
formula
•1148mg combined Omega-3s
• Great Tasting – Highest Quality and Purity –
Amplified Benefits from OmegaXanthin™
•We Support Women Heart
•Greater Benefits and a Better Value
16oz & 8oz
•Why take “just cod liver oil” when you can take
Oceans 3?
† These statements have not been evaluated by the FDA. This product is not intended to diagnose,
treat, cure, or prevent any disease.
Amplified Benefits from
OmegaXanthin™












Supports cardiovascular health†
Helps maintain already healthy triglyceride and cholesterol levels †
Supports the body’s natural anti-inflammatory response †
Helps maintain already healthy c-reactive protein levels †
Supports anti-aging through antioxidant cellular protection †
Promotes stress management and emotional well-being †
Helps maintain bone density and overall bone health†
Supports joint health and flexibility †
Helps maintain a healthy immune system †
Maintains eye health and normal vision †
Supports normal brain function and nervous system health †
Helps protect and maintain healthy skin †
† These statements have not been evaluated by the FDA. This product is not intended to diagnose,
treat, cure, or prevent any disease.
Oceans Kids™
DHA Chewables™
Product Positioning
Oceans Kids DHA Chewables are a fun and convenient
way to give your child all of the brain-boosting powers of
Omega-3s in a YUMMY BERRY BLAST chewable softgel.
Oceans Kids DHA Chewables are an excellent source of
vital Omega-3 fatty acids with a high ratio of DHA to EPA,
making it a great choice to help support your child’s health
and well being.
Excellent Source of DHA and other Omega-3s
• 250mg of total Omega-3 fatty acids per daily serving
• 120mg of DHA per daily serving
• Naturally occurring vitamins A and D
†These
statements have not been evaluated by the Food and Drug Administration. These products are
not intended to diagnose, treat, cure, or prevent any disease.
DHA Chewables™
Oceans Kids DHA Chewables
–
–
–
–
–
–
DHA from Ultra Pure Cod Liver Oil
120 ct Chewable Soft Gels
Important for Brain & Eye Development†
Supports Positive Mood and Behavior†
Berry Blast Flavor Kids Will Love
Fun, Colorful Packaging Design
–
–
–
–
Brain Development & Cognitive Function†
Eye Health and Vision†
Emotional Well-Being†
Nervous System Health†
Message to Moms: Quality You Can
Trust…Great Taste They Will Love!
† These statements have not been evaluated by the FDA. This product is not
intended to diagnose, treat, cure, or prevent any disease.
Marketing Plan Highlights
• Driving Demand with “Surround-Sound”
Marketing Campaign – Massive Impressions
• Long-Form Advertising, Custom Publications,
and Extensive Micro-Site Pre-Sell and Educate
Your Consumers
• Sustained Marketing Program through June –
Not Too Late to Upgrade Your Participation Level
Oceans 3 Global
Campaign Impressions
Sustained Program
Month
%
Impressions
April
21%
15,604,455
May
44%
32,565,818
June
35%
26,459,727
Totals
74,630,000
Woman’s World
• Ocean’s 3 Healthy
Hormones
• Back cover ad for
Woman’s World May
25th issue – on
newsstands May 18th
• Be Ready When
Demand Hits!
Closing Announcements
• Free Bottle of Oceans 3
–
–
–
–
Mailed to address you provided at registration
Allow 1-2 weeks for delivery
Good for online attendees only
Speak to your sales rep about special cases
SAVE THE DATE
• Next Webinar – May 12th 7pm EST
“Balanced Hormones Equals a Balanced Life”
– Check www.GardenofLife.com or www.ExtraordinaryHealth.com
for updates and invitations